There’s no shortage of weird and wonderful trends online right now – and this week’s crop proves just how far we’ll go for a mix of relatability, absurdity, and the illusion of authenticity.
Here’s what’s filling feeds (and making the algorithm) this week – and how your brand can actually use them.
1. Ghostface AI Trend: Horror Meets Y2K Nostalgia
People are using AI tools like Google Gemini and Nano Banana to insert Ghostface from Scream into dreamy, vintage-inspired photos.
The result? Creepy meets cool. Think retro bedrooms, soft filters, and a masked killer lurking in the corner.
It’s unhinged, it’s brilliant – and it’s exactly what happens when Gen Z gets hold of AI. Because nothing says “aesthetic” like a horror icon in a 2003-era pink bedroom.
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How to Utilise It
Brands: use it to join spooky-season content with humour or nostalgia.
Agencies: show off creative AI prompting by remixing your own brand mascot or founder into classic movie scenes.
Creators: lean into it for Halloween campaigns or playful photo edits that humanise your brand voice.
2. “Unfortunately, I Do Love” Trend: Confession Time
Confession content is back.
This TikTok trend is as simple as it sounds: start your video with “Unfortunately, I do love…” and list the random, embarrassing, or painfully relatable things that make you human.
It’s part therapy, part personality quiz, and all entertainment. Whether it’s pineapple on pizza, watching reality TV reruns, or stalking your own LinkedIn posts – we’ve all got something we “unfortunately” love.
How to Utilise It
Personal brands: show your human side – admit something real, funny, or slightly cringe.
Small businesses: create a light-hearted carousel or short video using “Unfortunately, we do love…” about your own quirks (e.g., “Unfortunately, we do love a pun in our captions”. (Ed’s note: It’s a gift and a curse.)
Teams: have staff each confess one thing in a stitched video for relatable, low-cost content.
3. Polaroid AI Trend: Manufactured Nostalgia
This one’s the perfect collision of technology and sentimentality.
People are prompting AI to create Polaroid-style photos – white borders, film grain, warm lighting – of moments that never happened.
“Hugging my younger self” has become a whole subgenre. It’s poignant, ironic, and more than a little meta.
We’re literally manufacturing the aesthetic of authenticity nowadays. And yes, the irony is alive and kicking.
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How to Utilise It
Founders: generate an AI Polaroid of you “meeting” your younger self with a reflection caption (“What I wish I’d told her…”).
Lifestyle brands: use AI Polaroids to recreate your brand’s origin story or milestones.
Campaigns: design “vintage dream” visuals for nostalgic launches or end-of-year reflections.
4. Ocean Eyes Trend: Moody Vibes Only
Billie Eilish’s Ocean Eyes is back – not on the charts, but across Reels and TikTok.
Creators are pairing slow-motion footage, cinematic lighting, and wistful gazes with that haunting soundtrack.
It’s the digital equivalent of staring out a rain-covered window, except with about 24x more production value (and a ring light).
If your brand lives in the lifestyle, wellness, or aesthetic space, this trend is an easy win for emotional engagement.
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How to Utilise It
Service businesses: create a 10-second “before and after” or “then vs now” using this audio.
Product brands: showcase a transformation or reveal moment (it’s perfect for visual storytelling).
Coaches and creatives: use it as a visual metaphor – “When you realise your old self didn’t need to be perfect.”
5. Watch My Egg Trend: Peak Absurdist Humour
And finally – the most delightfully nonsensical one.
People are texting friends or partners: “Can you watch my egg?” with zero explanation.
There’s no egg. There’s no real request. There’s just confusion. And somehow… it’s hilarious.
This is peak absurdist humour – and it’s oddly reflective of 2025’s collective mood: we’re tired, online, and willing to laugh at anything that makes no sense whatsoever.
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How to Utilise It
Brands with personality: lean into absurd humour with your own version (“Can you watch my brand?”).
Email campaigns: try a curiosity-led subject line inspired by this (e.g., “Can you watch my launch?”).
Social teams: use the meme format to test your audience’s sense of humour – low stakes, high shareability.
What These Trends Tell Us
Underneath the chaos, there’s a pattern.
We’re all craving authenticity, even when it’s manufactured by AI. We’re not taking ourselves too seriously. And we’re perfectly happy mixing nostalgia, horror, and random egg-based pranks in the same cultural moment.
It is 2025, after all.
Pro Tip
Don’t overthink it.
Pick a trend and commit to the bit – but only if it fits your brand and meets a real business goal. The best content isn’t about copying what’s viral. It’s about adapting what’s relevant and staying consistent to your brand’s tone of voice and business objectives.
