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Searching for an Instagram trend to fill out your content calendar this week? Say no more.
If you’re running a brand account, tapping into trends and memes can be a great way to connect with your audience, enhancing engagement, boosting shares, and growing reach.
But, staying on top of the ever-evolving landscape of trends and memes can be time-consuming—and if you miss the point of the trend (or jump on the bandwagon too late) you can risk looking less relevant than if you’d never posted the trend at all.
That's why we've produced a comprehensive weekly blog that documents the latest Instagram trends and memes, complete with their context, and suggestions for how to relate them to your niche.
It’s everything you need to get in on the joke—without having to research the eighteen layers of internet culture that went into making the joke in the first place.
If you want this kind of content delivered directly to your inbox, you can opt in to our Trends Digest email list here:
November 5, 2024
‘A Princess? Shut Up!’ trend
You know that feeling when something unexpectedly wonderful happens, and your mood skyrockets? This audio captures that perfectly. It pulls from The Princess Diaries, where Mia exclaims in disbelief, “A princess? Shut up!” after learning her royal status. The audio then shifts into an upbeat track, reflecting that surge of excitement.
How it’s catching on
Creators are using this audio to showcase moments of happy disbelief, like a small business owner getting an unexpected order or when your partner actually wants to watch the same movie as you (for once). It’s all about those little surprises that make you feel like royalty for a moment.
How to make the trend your own
Think of a situation that brings joy to you or resonates with your niche. Film yourself mouthing to the audio, “A princess? Shut up!” and then transition to the upbeat music. Add text to contextualize the moment. For example:
- For a bakery: When you launch a new pastry and it sells out in hours
- For a beauty brand: When a customer loves their hair and shares it on their social media
‘We’ve Just Got to Get Through This Week’ Trend
Life can be relentless, right? Ever find yourself saying, “It’s just a crazy time right now,” only to realize you’ve been saying that for months? This audio nails that realization, capturing the loop of weekly hustle with, “I’m just thinking if we just get through this week, then there’s only one more week until the next… then we just have to get through that one.”
How it’s catching on
Creators are using this audio to illustrate those never-ending cycles, from gift shop workers eyeing the pre-Christmas calendar to social media managers staring down their endless content schedules. It’s a relatable way to share the feeling of ongoing busyness.
How to make the trend your own
This trend is perfect for connecting with busy niches or audiences with ongoing projects. Film yourself lip-syncing the audio, then add overlay text for context. For example:
- For a gym: "When you’ve been consistent this week, but you realize the idea is to be consistent every week
- For a fast-food chain: When the lunch rush has ended but the dinner rush starts in two hours
These trends tap into universal feelings of surprise and exhaustion, making them ideal for relatable, engaging content that connects with your audience’s day-to-day experiences.
October 22, 2024
‘Mariah is Coming’ Trend
If you've stepped outside lately, you've probably felt it—the signs that Christmas is on its way. Whether it’s the tinsel appearing in department stores, seasonal drinks popping up at cafes, or holiday ads on TV, one thing is certain: Mariah Carey season is upon us. This trend, featuring the sound of a car door closing, a gust of wind, and the opening notes of Mariah Carey’s *“All I Want for Christmas Is You”* as if carried by a breeze from the North Pole, perfectly captures that growing holiday anticipation.
How it’s catching on
Creators are using this audio to humorously convey that familiar sense of impending Christmas chaos. The typical setup involves someone blissfully going about an ordinary task—like organizing their hair salon or making a coffee—when they suddenly 'hear' Mariah's vocals on the wind, signaling the start of the holiday season.
Examples in action
How to make the trend your own
This trend is perfect for brands wanting to remind their customers that Christmas is coming—and so are the holiday shopping opportunities. Film yourself doing an everyday task, then pause and look around as though you've heard something suspiciously festive. Apply the audio, and add an on-screen caption to contextualize the scene, like:
For a hair salon: "This is your sign to book your Christmas appointment”
For a candle business: "When it’s time to start getting readying the Christmas pine scent.”
‘Ooh I’ve Been Waiting for This’ trend
We all know that feeling when something we’ve been eagerly anticipating finally arrives. This CapCut clip, featuring Michael Keegan Key’s character Luther from *Key & Peele*—who translates President Obama’s calm statements into fiery, exaggerated expressions—captures that excitement perfectly. “Ooh, I’ve been waiting for this!” he exclaims, bouncing up and down as if preparing for what’s to come.
How it’s catching on
Creators are using this audio to build hype around upcoming events or situations they've been anticipating. Whether it's the crunch of fall leaves, Halloween decorations, or the release of a much-anticipated movie or album, the clip helps convey that mounting excitement.
Examples in action
How to make the trend your own
Consider a moment or event your audience has been eagerly waiting for, and use this CapCut template to showcase it. Pair relevant footage or photos with the Capcut template, set it to the trending version of the audio, add copy that resonates with your audience.
For example:
For a gym chain: "When you’ve finished your workout and it’s time for your protein shake.”
For a café: "When the first pumpkin spice latte of the season is finally on the menu.”
October 15, 2024
'Life is Worth Living' trend
Sometimes, it's the little things that make us feel most grateful for life—the perfect cup of coffee, a swim in the ocean, or the crisp comfort of fresh sheets. This trending audio, a snippet from Justin Bieber’s 2015 track “Life is Worth Living,” is being used to celebrate those moments of joy.
How it’s catching on
Creators are embracing this trend to highlight the simple pleasures that make life worth living. From major milestones (like passing a tough exam) to more niche joys (such as staying home to play Pokémon when it starts to rain), users are pairing footage of these moments with the audio. It's all about appreciating the magic in the ordinary, and this trend is the perfect soundtrack for it.
Examples in action
How to make the trend your own
This trend is ideal for brands looking to celebrate feel-good moments their niche will relate to, or feel-good moments their products or services create. Take footage of the moment or item in action, then pair it with overlaid text to contextualize the footage (if it's not obvious) and set it to the trending audio.
For example:
For a spa: “When you finally get to unwind in our serene setting…” → Show footage of your spa treatments, like a calming massage or the moment a client steps into a hot bath.
For a travel brand: “When you discover that hidden beach spot only the locals know about…” → Capture the beauty of travel, focusing on the little-known gems your customers can experience through your offerings.
'You Need to Learn How to Say No in Life' trend
This fun audio features a voice saying, “You need to learn how to say no in life. When they ask you, do you want one of these? You say, no, I want two.” The trending version of the audio was posted by @_goodsocials, and it's taken off as creators use it to highlight must-have purchases and indulgent treats they can’t live without.
How it’s catching on
Creators are syncing footage with the punchline to showcase products or experiences they love so much, one just isn’t enough. Whether it's fashion finds, home decor, or delicious treats, the trend is all about those irresistible items people are thrilled to own in multiples.
Examples in action
How to make the trend your own
This trend is great for brands that sell products people love to double up on—or simply can’t resist. Start by filming just one of the items in question, and then slide the second into frame as the audio says 'I want two'.
For example:
For a jewelry brand: Do you want one piercing? No, I want two. → Show off a single earring before revealing a second, showcasing two sets of your earrings.
For a bakery: Do you want one of these cupcakes? No, I want two. → Tempt viewers with footage of your delicious baked goods, perfect for when one simply won’t suffice.
October 8, 2024
‘Count 1, guilty’ trend
We all have things we know we shouldn’t do, but we end up doing them anyway. The ‘Count 1, guilty’ trend—featuring the voice of an NBC news anchor reading the verdicts from Trump’s hush money trial—is the perfect soundtrack for either admitting to your own ‘crimes’ or playfully pointing out someone else’s.
How it’s catching on
Creators are overlaying text to list their ‘guilty’ actions, paired with footage that fits the context. Whether it’s sleeping through your alarm when you swore you wouldn’t or buying yet another houseplant, the trend has become a lighthearted way to poke fun at relatable missteps.
Examples in action
How to make the trend your own
This trend is perfect for brands wanting to connect with their audience through humor and relatability. Think of guilty pleasures or habits your niche will identify with, then sync each one with the audio’s ‘counts’ using on-screen text. For example:
- For a cafe chain: “Count 1, guilty—adding extra whipped cream. Count 2, guilty—ordering another espresso when I said I wouldn’t.” → Use shots of irresistible beverages to engage your audience.
- For a clothing brand: “Count 1, guilty—buying another cozy sweater. Count 2, guilty—swearing I won’t but adding it to cart anyway.” → Show your comfy fall pieces, making them the culprit in your customer’s ‘crimes.’
‘Oh I wasn’t sad, I just needed…’ trend
Ever had a day where you thought you were feeling down, only to realize that all you needed was a small treat to brighten your mood? This trend captures that moment perfectly, with the audio stating, “Oh, I wasn’t sad. I just needed a little bit of this, a little bit of that, a little bit of this, and a little bit of that.”
How it’s catching on
Creators are using the audio to show their personal ‘dopamine menus’—the small (or big) indulgences that instantly lift their spirits. Whether it’s a favorite chocolate, a litter of kittens, or a much-needed vacation, this trend is about celebrating the simple joys that turn a day around.
Examples in action
How to make the trend your own
This trend is ideal for brands that offer indulgent or comforting products. Showcase life’s little luxuries, and time your visuals with each “this” or “that” in the audio. For example:
- For a boutique hotel: Flick between shots of your plush pillows, a cozy robe, a perfectly crafted cocktail, and room service arriving on a silver tray.
- For a bakery: Switch between a sunny table, a latte with intricate foam art, a best-selling croissant, and a small treat tucked into a takeaway bag for later.
October 1, 2024
“I was busy thinkin’ bout” trend
We all have that one thing that occupies our minds no matter what we’re supposed to be doing. This audio perfectly encapsulates that feeling. Featuring Charli XCX’s 2017 hit "Boys," the trend begins with the lyrics, “I was busy thinking 'bout…” before transitioning into a dreamy, synth-filled instrumental break. The vibe is playful and introspective—ideal for showing the world what’s been on your mind lately.
How it’s catching on
Creators are using the instrumental break to visually represent what’s preoccupying their thoughts. Typically, videos start with creators going about their day—whether they’re at the gym, cleaning, or running errands. Then, as the beat drops, the video cuts to their obsession: their post-gym meal, that one outfit they’re dying to buy, or even their next vacation spot.
Examples in action
How to make the trend your own
This trend is highly adaptable for brands, as it’s the perfect trend for positioning your product as the object of your audience’s fantasies—or sparking a relatable moment by highlighting a preoccupation your audience can relate to.
Start by filming something ordinary and mundane, and overlay it with the text “I was busy thinking ‘bout” then switch the footage—in time with the instrumental break—your preoccupation.
For example:
- If you run socials for a cafe, you could film a team member going about their everyday work, then flick to a shot of your best-selling pastry
- If you run socials for a nail salon, you could film a team member going about their everyday life, then flick to a shot of the palette that shows the nail color swatch. Pair it with the text ‘What nail color I’m going to pick tomorrow”
“Do you know you have 30 minutes” trend
We’ve all experienced moments where someone is totally oblivious to the ticking clock while we’re racing against time. This trend, featuring audio from a 2006 scene in Flavor of Love, nails that sense of urgency. In the clip, Tiffany Pollard (a.k.a. "New York") urges the contestants to hurry up for a photo shoot, warning, “Do you know you have 30 minutes? Thirty. Thirty. Yes.” This trend blew up on TikTok a few weeks ago, and is rapidly rising in Instagram too.
How it’s catching on
This audio has become popular for situations that involve countdown pressure. Creators use it for anything from warning about a fast-approaching deadline, to an impending meltdown due to hunger. They lip-sync to Tiffany’s lines, while the text overlay provides the context—like the urgency of finding a snack while on the go.
Examples in action
How to make the trend your own
This trend is the perfect way to create a relatable moment with your audience. Consider situations within your niche when spaces book up fast, products sell out, or tempers are short. Then film yourself mouthing along to the words of the audio, and overlay the video with copy that contextualizes your footage:
For example:
- For a hotel chain: When it’s October and the spring break group trip hasn’t made it off the group chat yet
- For a pilates studio: When it’s Sunday night and you my pilates buddy hasn’t booked their classes for the week yet
September 24, 2024
September 17, 2024
‘Savannah Slow Down’ trend
The “Savannah slow down” audio comes from a 2018 interview on the TODAY Show, where host Savannah Guthrie grilled former Trump aide Omarosa Manigault Newman about her tell-all book. The exchange became viral after Guthrie asked, “Have you known that he is a liar, as you say?” Omarosa begins to answer, “Well, absolutely,” before being interrupted by Guthrie’s sharp follow-up, “Well why did you work for him?” The clip gained traction on TikTok and has since made its way to Instagram.
How it’s catching on
Creators are using this audio to point out moments where actions don’t quite match up with words, using a combination of lip-syncing and overlaid text. The trend involves setting up a relatable scenario, with the text on-screen matching Guthrie’s lines. For example, the setup might read, “So you want to be taken seriously at work?” followed by the punchline, “How many memes did you reference in the strategy meeting today?” Creators lip-sync to Omarosa’s “Well absolutely,” and “Savannah slow down” lines.
Examples in action
How to make the trend your own
This trend is ideal for poking fun at the contradictions we all experience, and it can be easily adapted for different niches. Think of situations where your audience might say one thing but do another, then match the text to Guthrie’s pointed questions.
Use text overlays to set up the scenario and add your own spin by syncing the lip movements to the audio. For example:
[For a fitness brand] “So you want to crush your workout goals?” → “How many times did you hit snooze this morning?”
[For a beauty brand] “So you want flawless skin?” → “Why didn’t you take off your makeup before bed?”
'Around the World' Trend
The internet’s favorite mood-lifter—Mufasa aka Jeff Obeng—is a timeless act, known for his upbeat dances that have most famously taken place next to a moving car. In one iteration, his performance sidekick/driver The Hypeman asks, ’Mufasa, ready to spread good vibes?’ to which Mufasa replies, ‘Spread them where?’. ‘Around the world!’ The Hypeman urges, as Mufasa scrambles out of the car. ‘3, 2, 1, let’s go!’. Mufasa then dances to the track ‘Shooting Stars’ by Bag Raiders in his signature high-energy style. The video went viral in 2020, and has recently surged to popularity on Instagram once more.
How it's catching on
This trend is being used to mark moments of anticipation and celebration. Videos typically start with something calm or routine and explode into excitement when the beat drops. Creators are syncing the audio with all kinds of moments, from reaching a milestone, to looking forward to an event or season, or even completing an everyday task with an unexpected twist.
Examples in action
How to make the trend your own
This trend is a great way to highlight moments of reward or excitement in your niche. Think about situations that end in a fun or celebratory payoff, and sync your video to the audio for maximum impact.
Set up a scenario where the energy builds, followed by a fun reveal or punchline in sync with the music. Add text overlays to contextualize the moment. For example:
[For a beauty brand] "When your skincare routine finally starts paying off..." → Show a glowing reveal in sync with the beat.
[For a travel brand] "When your vacation countdown reaches zero..." → Cut to the trip excitement or arrival at a destination as the music hits.
September 10, 2024
‘I started to wonder’ trend
We’ve all had times in life when we have more questions than answers. And sometimes, we have times when it feels like ALL we have is questions. This trending audio—a compilation of Carrie Bradshaw’s musings from Sex and the City—evokes that feeling perfectly. The original audio has cut together times Carrie has said something along the lines of ‘I had to wonder’, resulting in a bemused audio that says: ‘I started to wonder, and I wondered, which led me to wonder, I had to wonder, I started to wonder, I had to wonder, I started to won-’
How it’s catching on
Creators are using the audio to soundtrack situations in which they’ve been totally befuddled. Think trying to figure out the fodmap diet, or helping your child with their homework. Accompanying clips are taking a range of formats, depending on the context the creator is referring to. Some creators are filming shots of themselves going about the befuddling tasks. Others are simply taking a shot of the confusing situation in question.
Examples in action
How to make the trend your own
The relatability of the ‘I started to wonder’ trend makes it easy to adapt for almost any niche. Think of moments when your audience might feel overwhelmed or puzzled, and pair them with Carrie Bradshaw's iconic musings. Whether it’s trying to navigate a complex new tool, figuring out a tricky recipe, or making sense of thesocial media algorithm, this trend is the perfect way to capture that “what is going on?” feeling.
Use visuals that fit your brand—either filming yourself going through the frustrating task or showcasing the confusing situation itself. Add captions or text overlays to highlight the context, for example:
[For a skincare brand] Trying to figure out what skincare to use on combination skin
[For a tech brand] When you’re following the tutorial exactly, and it’s still not working
‘And What Do We Do When We’re Feeling Sad’ Trend
Retail therapy: it’s a universal guilty pleasure. This trending audio, originally posted by TikTok user @thevibewithky and now rising in popularity on Instagram Reels after being posted again by @humansofyesterday, perfectly captures that feeling. The audio features a humorous exchange:
“And what do we do when we’re feeling sad?” “Add to cart.” “Wait, what?” “Initiate checkout!” “Oh my g-”
How It’s catching on
Creators are using this audio to proudly showcase their favorite purchases—those indulgences that serve as a pick-me-up. Whether it’s a new pair of gym shoes, the latest tech gadget, or a box of indulgent treats, the trend centers around revealing these items right as the voice says, “Add to cart.”
Examples in action
How to make the trend your own
This trend is all about embracing the feel-good (or guiltily pleasuresome) moments of retail therapy, so think about what your audience loves to splurge on when they need a little pick-me-up. Pair that with the audio to highlight the joy of an indulgent purchase.
Use visuals that resonate with your brand—whether it’s an unboxing, a reveal of a favorite product, or showcasing an upgrade that elevates your day. Sync the reveal with “Add to cart”.
For example, if you’re running a gym account, you could reveal a new protein powder flavor.
If you’re running an account for a luxury resort, you could flash to an online flight booking site, revealing flights to your destination.
September 3, 2024
The ‘suspended reality’ trend
Have you ever had a moment of suspended reality, where time seems to momentarily stop as your mind races to process a sudden realization or unexpected interruption? It's that split second when you're caught between the momentum of your actions and the weight of an external factor that halts you in your tracks.Well this sound—a guitar cover of Judas by Lady Gaga—perfectly encapsulates that feeling.
How it’s catching on
Creators are using this audio to soundtrack times when they experience suspended reality—like when a customer enters the shop at 4.59 but you close at 5, or when someone is filming you doing a parkour trick, and they yell ‘wait’ just as you launch.
Participants in the trend are doubling down on the effect by using a filming technique known as ‘bullet time’. This technique involves filming the subject as if frozen in time, but moving the camera freely around them, emphasizing the stillness and the surrounding tension.
Examples in action
How to make the trend your own
This trend is all about tapping into ‘suspended reality’ moments your audience can relate to, so have fun with it.
Think of scenarios where they might expect unexpected news, have a narrow escape, have a sudden realization, or encounter a surprise. Film them totally still—as if frozen mid-action—and pan the camera around them.
Apply copy that contextualizes the trend, for example:
[For a gym] When you’re about to drop the weights but your trainer says ‘one more’
[For a hotel chain] When you’re about to jump into the pool but someone yells ‘happy hour!’
The ‘Lovefool’ Trend
You know that feeling when things just suddenly click, turning an ordinary situation into something utterly joyful? The classic track “Lovefool” by The Cardigans, with its iconic line “so I cried and I prayed and I begged,” is trending on Instagram Reels. Creators are syncing their clips to the shift from the dramatic plea to the joyful “love me, love me,” using it to highlight delightful surprises, happy realizations, or satisfying transformations.
How it’s catching on
Creators are using this audio to capture those times when something ordinary turns into something special. The buildup to “love me, love me” serves as the perfect backdrop for revealing a joyful moment—whether it’s a fresh haircut that totally transforms your look, a clean and organized space after a quick tidy-up, or the satisfaction of putting together the perfect outfit. This trend is all about celebrating those simple, yet delightful moments that make you smile.
Examples in action
How to make the trend your own
This is your moment to highlight those joyful, feel-good moments that your audience can relate to. Think of scenarios where a neutral situation suddenly turns into something exciting or heartwarming—like when you’ve had a great idea, or you see the outcome of your hard work—and sync the reveal to the upbeat “love me, love me” drop.
Apply copy that contextualizes the clip for example:
[For a home decor brand] When find the perfect piece of wall art that you’ve been looking for since you moved in
[For a bakery] When you try a new recipe idea and it slaps harder than you could have imagined
August 27, 2024
The ‘Knock, knock, “Everyone!”’ trend
If you’ve been searching for a sound that says ‘Hey Mom, look at me!’—but for your Instagram followers—you’ve just found it. This trending sound consists of a series of knocks, then a voice exclaiming, ‘Everyone!’ and a transition into Feder’s deep house track Lordy.
How it’s catching on
Creators are using this sound to draw attention to an outfit, a product launch, or an update they want to highlight. The most popular format consists of the creator performing a knocking motion against the camera lens, as if knocking on a window, before revealing the pièce de résistance they wish to showcase.
Examples in action
How to make the trend your own
Got something you just really want to show off? This audio is your cue to do exactly that—but how you pull it off will depend on what it is you’re trying to draw attention to.
If you’re showcasing something that can exist in the same space as you—think an interior space you’ve just redesigned, a cake you’ve just finished decorating, or a new product you’re about to launch—then you can film this trend all in one take.
First, film yourself knocking in front of your camera lens, as if knocking on a door or window. Then, step back, and flick the camera to reveal your finished product in time with the beat drop.
If your ‘thing’ is more abstract—think a digital design, or an online sale—you could film the knock, as described above, and then simply flick the digital design or sale promotion on-screen in time with the drop instead.
The ‘Manu Chao mashup’ trend
Some trending sounds just scream luxury vibes, and ‘Manu Chao mashup’—a sound that was originally put together by user @tiomusic—is one of those sounds. The piece is a mashup of Me Gustas Tu by Manu Chao, Faccio un Casino by Coez, and Missili by Frah Quintale and Giorgio Poi. The result? A catchy track that gets you in the mood for all things aspirational: think tropical resorts, jaw-dropping interior design, spellbinding sunsets—anything that can evoke some good old-fashioned Instagram envy amongst your audience.
How it’s catching on
This version of the audio lies at the heart of the trend, and it was originally posted as a soundtrack to a luxury Italian villa showcase. The reel, which has now racked up 6.5 million views, has spawned dozens of copycats. The prevailing format seems to be clear: a compilation of shots that showcase something spectacular: think scenery or a beautiful home. To make for a more satisfying watch, creators are changing the shots in time with the audio’s catchy beat.
Examples in action
How to make the trend your own
This trend is particularly well suited to products, settings, or services that make an audience think ‘I want that right now’—think luxury hotels, aesthetic restaurants, or high-end fashion brands. If you run socials for a brand like that, this sound could be perfect.
Start by capturing a series of shots of your product or setting, and take care to make the shots feel as lush as possible: think close-ups of palm trees swaying in the breeze, condensation dripping on a cocktail glass, and so on.
Then, simply set the shots in time to the beat.
August 20, 2024
'Very demure, very mindful' trend
Wondering why everyone has been labeling themselves and their everyday actions ‘demure’ all of a sudden? Gather round, because we’re about to bring you up to speed.
This trend originated on TikTok, when creator Jools Lebron talked her audience through her ‘very demure’ approach to workday dressing and grooming. ‘See how I do my makeup for work? Very demure, very mindful,’ she tells the camera. She goes on to give more detail as to what makes for a demure appearance: ‘very modest’, ‘only a little chee chee out, not my choha’, and not looking like ‘a clown’.
The video has racked up 32 million views and Lebron has since posted scores of accompanying videos, detailing how to be ‘demure’ in everyday situations such as the airport (show up to the airport ‘very early, very on time, very considerate, very demure’), and the nail salon (‘I don’t do too much, I don’t go too crazy, I don’t go too long’), and picking up your ID from the bar you left it at (I don’t come into the bar and drink. I come, I get my ID, and I leave’.)
Unsurprisingly, the trend has migrated to Instagram at record speed.
How it’s catching on
Many creators are taking Lebron’s lead, and detailing how they approach their everyday tasks with a demure mindset.
It’s important to note that ‘demure’ in this context has a range of meanings: some creators are using it in the traditional sense, to describe situations in which they’ve exercised restraint (ordering your chipotle without sour cream ‘oceaning over it, dripping like puss off the side of the rim'), while others are juxtaposing the phrase with situations that might not ordinarily be considered demure (‘See how I left my ex husband on his 40th birthday? Very demure.)
Other creators are using Lebron’s audio (Instagram version here) and simply lip syncing to it with a text overlay that contextualizes the audio for their own situation.
And as with any viral internet moment worth its salt, a remix has been spawned. Accordingly, some creators are simply setting their everyday actions to the bop by user @casadimusic.
Examples in action
How to make the trend your own
First off, decide whether you’d rather speak to the camera, lip sync to the original audio, or set a video to the remix.
Then, pick a task or action that could be considered ‘demure’ that your audience will be able to relate to, and weave it into your chosen format either through a spoken script, or a text overlay.
For example:
[For a peanut butter brand]: ‘See how I spread my peanut butter on my bread? Very demure. I spread it right to the edges, I apply a sensible, thick coat, I put my knife in the dishwasher once I’m done. Very mindful.’
[For a gym] ‘See how I put my weights on the floor once I’m finished my set? I place them down quietly, without grunting. I don’t make a big noise, I don’t cause a scene. Very demure, very mindful.’
‘Jump Around’ trend
Sometimes, 32-year-old tracks rise through Instagram’s trending sounds with little rhyme or reason—and this week, House of Pain’s ‘Jump Around’ (1992) is one of those tracks. (It may have soared to relevancy thanks to RayGun’s unforgettable Olympic breaking kangaroo hop, IYKNK, but we haven’t been able to officially confirm this in our research.) Whatever the reason, this track is a true timeless banger—so we might as well enjoy its resurgence while it lasts.
How it’s catching on
Creators are using the track’s sharp beat drop to showcase before-and-afters, or illustrate situations in which they might experience a stark change of tune, or a sudden feeling of elation that’s worthy of the track’s punchy, high-energy rhythm.
Examples in action
How to make the trend your own
Consider the approach that would make the most sense for your brand.
If your brand deals in aesthetics (interior design, beauty, cleaning, fashion), then an aesthetic before and after could be a great angle.
Simply film the ‘before’ shot, work your makeover magic, then film an ‘after’ shot, and sync the transition to the beat drop.
You could keep the text really simple, for example:
[For a hairdresser] Before 4 hours in the chair / After
If the before/after vibe doesn’t suit your brand’s products or services, the ‘sudden elation’ route might be a better fit.
Film yourself with a neutral expression, looking away from the camera, and then in time with the beat drop, film yourself showing elation in whatever way makes sense: a huge smile, a high-energy dance, or as the song suggests, jumping up and down.
Pair it with text that contextualizes the clip, for example:
[For a bakery] When someone suggests ducking out of work at 10.30 and ordering an [insert your signature product here].
August 13, 2024
The ‘One-Second Finger Snapping’ Trend
Annnnd we’re back with another 1-second audio trend—very similar to the ‘Slow Blink’ trend we reported on a few weeks ago. Creators experienced such high reach using Slow Blink, that a copycat version has sprung out of the shadows. This time round, it’s finger-snapping—and it lends itself to a wide variety of low-effort, high-reach executions.
How it’s catching on
The brevity and simplicity of this audio means users are getting creative, and applying it in different ways to a huge range of niches and topics.
Since Instagram’s functionality means that any Reel watched to completion will automatically replay, the 1-second length of this audio ensures these Reels are almost guaranteed to replay, perhaps multiple times. Some creators are leaning into the repetition by shining a light on an action they perform over and over again.
Others are synching an action (like snapping a cookie in half) with the audio to create a satisfying and addictive watch while overlaying copy that sells the concept of their account (for example, ‘Looking for healthy snacks to satisfy your sweet tooth… welcome to my page’). Others are synching the audio with a satisfying before and after. The options are endless!
Examples in action
How to make the trend your own
As we mentioned above, there’s no one way to ‘fit in’ with this trend—you’re only limited by your imagination. But in our research, we saw a few standout before and after executions that can sell your brand without ‘selling’ too hard.
For example, if you run any kind of interior design business (think bedding, decor, kitchenware), a cleaning or gardening business, or even a beauty salon, a before and after is a great way to show off your products or services.
Take a short piece of footage of a space or person ‘before’ it or they have been spruced up by you or your products, and do a finger-snap front-of-frame. Work your magic, then take another shot from the exact same angle once the makeover is complete, and 'complete' the fingersnap in the exact same spot within your shot. Seamlessly stiitch the two shots together, then pair the clip with a POV caption like:
POV you’ve just completed your dream kitchen makeover.
POV you’ve just had your nails done at [insert nail salon].
POV you finally called a professional gardener and had your garden fixed up in time for the weekend.
The ‘Badadadee’ trend
Have you ever heard a piece of music that somehow just makes you feel at peace, loved, and happy all at once? Well Instagram’s general consensus is that this audio does exactly that. The ‘original’ audio comes from creator @belinalilly, but the song itself is called Suis-moi (French Version), and it was written by Hans Zimmer for The Little Prince.
How it’s catching on
Creators are using the whimsical, innocent, feel-good audio to soundtrack situations that also evoke that feeling. Think a cooking with your sister or watching your pets play together. The format being used is simple: overlay footage of the situation in question with copy that emphasizes the feel-good aspect.
Examples in action
How to make the trend your own
This is a chance for you to show everyone how your brand, services, or products can give them a strong dose of the warm-fuzzies. It’s particularly well-suited to any brand that deals in indulgences—think sweet treats, holidays, wellness treatments, soft bedding, or any purchase that feels like an act of self-love.
Film idyllic shots of your product in question, then overlay it with copy that helps set the scene.
For example:
[For a cafe] Film a shot of a buttery croissant on a cafe table beneath a tree on a sunny day, and pair it with the copy ‘It’s Saturday morning. The house is clean. You can hear your coffee being made. You have no plans today.’
[For a luxury bedding company] Film a shot of a bed being made up with a set of your sheets, and pair it with the copy. ‘That clean sheets feeling’.
August 6, 2024
Olympic Glory trend
Unless you’ve been living under a rock, you’ll have noticed that the Paris Olympics are well and truly underway. And of course, they’ve sparked an internet-wide obsession, with many of this week’s most popular memes and trends taking on an Olympic flavor. One brand-friendly trend that’s swept Instagram is the ‘Olympic Glory’ trend. Set against a soundtrack of this audio (“Summon the Heroes” by John Williams, written especially for NBC’s coverage of the Atlanta 96), it’s a chance for you to evoke that Olympic champion feeling—even if you’re nowhere near Paris.
How it’s catching on
Creators are using the audio in two different ways. Some are acting out mundane daily achievements that make them feel like an Olympic champion. Think folding all of your laundry or emptying the dishwasher. They’re doubling down on the humor by performing a gymnast’s salute after ‘completing’ the task.
Others are using the audio to demonstrate what they would be an Olympic champion in—if only the thing they’re best at were an Olympic sport. Popular examples have included ‘overthinking social situations’ or ‘collecting succulents’.
Examples in action
How to make the trend your own
The hilarity of this trend lies in its juxtaposition: a mundane, everyday scenario or a ‘flawed’ or niche specialty combined with the triumphant musical score.
There are two ways you could approach the trend:
You could think of a notoriously hum-drum task that has crossover with your niche, then film yourself performing the task, followed by raising both of your arms in the air, as if saluting to the judges.
Overlay the video with text that provides context, for example:
[For a cosmetics brand] When I clean my makeup brushes after putting it off for weeks.
[For a meal box subscription service] When I finish picking my meals for this week.
Alternatively, you could think about niche traits that would be relatable to your audience. For example:
[For a brand aimed at new parents] New parents if decoding your baby’s cry types were an Olympic sport.
[For a brand aimed at crystal collectors] If finding new reasons to buy crystals were an Olympic sport.
You can either film yourself saluting the judges, or you could use this CapCut template, which implies that you’d win every medal available.
‘Let’s be financially responsible’ trend
Spending money you don’t have: we’ve all done it, even when we’re adamant we’re being ‘financially responsible’. This trending audio taps into that all-too-relatable feeling of opting to be ‘better with money’, only to encounter something you can’t resist spending money on. The audio, which has circulated on TikTok, has migrated to Instagram where it has since taken off. It features a voice saying ‘Let’s be financially responsible’, followed by a few ominous piano keys, indicating you’ve encountered the exact thing that will scupper your plans.
How it’s catching on
Creators are using the audio to illustrate times when they have vowed to be financially responsible, only to immediately encounter temptation. Most creators are filming themselves lip-syncing the words ‘let’s be financially responsible’, before immediately panning to their financial kryptonite, or having a still shot of it flash on the screen.
Examples in action
How to make the trend your own
If you run a brand account, this is a great opportunity to flaunt one of your cult-favorite offerings or an irresistible sale.
As far as execution goes, this one is quick to put together.
Simply film yourself lip-syncing the words in time to this audio, and then pan to the object or sale in time with the piano.
For example, if you run a social account for an ice cream store, you could pan to your best-selling flavor or tempting upgrade (like a special topping) that customers find hard to resist.
If your brand is running a great sale soon, you could flash the sale's promotional graphic on-screen in time with the piano.
July 30, 2024
‘Spectacular give me 14 of them right now’ trend
Have you eaten something so good that you immediately know one—or two, or three—isn’t going to be enough? Well this trend is exactly the one to encapsulate that feeling. It originated on the TikTok account @60somethinglife, which is run by Vicky and her husband Big Al. Much of their content shows Vicky serving food to Big Al, and filming his reaction. In one video, which has now amassed more than 37 million views, Vicky hands Al a plate of pancakes. After one mouthful, Al responds, ‘Spectacular give me 14 of them right now.’
How it’s catching on
The sound has migrated over to Instagram, where creators are using it to highlight beloved foods, possessions, or even pets that they can’t get enough of. Most are simply using the trending audio, and either lip-syncing along to it, or showing a shot of the item in question.
Examples in action
How to make the trend your own
Think of something that is widely beloved by your niche—it could be a cult favorite product from your own brand, or simply something that your audience can unite in adoring.
Using this audio, either take a shot of the item in question, or film yourself lip-syncing ‘Spectacular give me 14 of them right now’.
Overlay copy that makes the most sense given the context, for instance:
[For a bakery] ‘Me the day I tried a [insert best-selling product here] for the first time’ (accompanied by a food-porn shot of the product).
[For a tropical holiday resort] ‘When I get to the resort after a 14-hour journey and reception hands me a welcome juice’ (accompanied by a shot of you lip-syncing the audio, and accepting a drink from someone off-screen).
‘Well this is… you know what this is’ trend
Earlier this year, Sofia Vergara welcomed Architectural Digest into her Beverly Park mansion as part of their celebrity home tour series. The tour was full of trend-worthy soundbites, but the moment that captured the memeverse’s imagination occurred when Vergara brought viewers into her bedroom. Gesturing to her four-poster bed, she looks at the camera suggestively and says, ‘Well this is… you know what this is. Where the good times happen!’
How it’s catching on
Creators and brands are harnessing the audio to highlight places and situations that are widely regarded to be a good time. Think the hair-washing sink at a salon. It’s a great trend for unapologetically tempting your audience to indulge in something they know they’ll enjoy, and that you can provide.
Examples in action
How to make the trend your own
Think of your brand’s customer journey or product offering, and identify the moment or product that is most widely relished by your customers. Then, either gesture to the product or reenact the moment, lip-syncing the audio as you do so.
For example:
If you run a nail salon, you could gesture towards the pedicure spa and massage chair.
If you do social media for an email automation platform, you could gesture towards the screen that shows when a user has completed their email send.
July 23, 2024
‘Everyone says I look like I’m having fun’ trend
Some soundbites are just born to become memes. And a snippet from Simone Biles’ June interview at the US National Championships of one of those soundbites. “Everyone says I look like I’m having fun, so that’s good, because I feel like most of the time if I’m not stressing or having anxiety, I do feel like I’m having fun,” she tells her interviewer through a 1000-watt smile. Creators have found hilarity and relatability in the juxtaposition of her jubilant expression, and the crystal-clear admission of overwhelm that leaks through her wording (and mild voice break).
How it’s catching on
Creators are using the clip to highlight times that they might have looked like, outwardly, they’re having fun—when the reality couldn’t be further from the truth. Most people are either remixing this Reel from user @theskimm, and overlaying contextual copy that relates the clip to their niche. Others are just using the audio and applying it over footage of them either mouthing the words, or performing an everyday task that secretly overwhelms them.
Examples in action
How to make the trend your own
Choose which approach is best for you: either remixing the original Reel and simply applying copy over the top, or pairing the audio with a lipsync or footage you already have. Then, think of a task or situation in your niche that’s frequently mistaken for being fun. You can keep the copy relatively simple for this since the audio offers much of the context.
For example:
[For a florist] ‘Me halfway through setting up a wedding’
[For a swimming pool or leisure center] ‘POV you’re a lifeguard supervising Kids Swim Hour’
‘Maya Rudolph shocked’ trend
There’s nothing we love more than a good, simple CapCut trend. And this shot, clipped from Maya Rudolph’s Apple TV show Loot, is easy to relate to almost any niche. In the clip, Rudolph’s recently divorced, billionaire character Molly—who is at a wellness retreat and has sworn off men—turns around during a breathwork class when a latecomer arrives. The latecomer is no one other than Benjamin Bratt (playing himself). Cue shocked dismay/awe as Molly finds herself immediately swooning over the Miss Congeniality star.
How it’s catching on
The trend gained popularity on TikTok, but has migrated over to Instagram and has had a surge of popularity in recent weeks. Creators are using the trend to highlight times a situation has left them in a state of shock and awe—like when their boyfriend has brought home a takeaway unprompted and tells them to pour a bubble bath, or a client reveals that they have an unlimited budget.
Examples in action
How to make the trend your own
This trend is easy to put together. First, think of relatable moments in your niche that might shock you in a good way. Then, pick an appropriate image or video that relates to the situation, and slip it into the CapCut template. Next, simply overlay the contextual copy in-app.
For example:
[For a confectionery brand account] ‘When he brings home a pack of [your product] and a bottle of wine, and tells me we can watch whatever I want on Netflix tonight.’
[For an online education platform] ‘When I open today’s session and the lecture is only 28 minutes.’
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July 16, 2024
‘Slow blink’ trend
If you’ve been scrolling Instagram over the last few days, you might have noticed an abundance of one-second Reels on your feed, featuring a creator simply staring into the camera and blinking. They’ve likely paired their footage with this short audio, which features a single cartoonish tinkle. We’ve dubbed this the ‘slow blink’ trend, and since it’s so low-effort to produce, it’s a great trend to jump on this week.
How it’s catching on
Creators are using this trend to denote a sense of disbelief at a situation within their niche or their own life. After filming themselves staring blankly into camera and blinking in time with the audio’s chime, they overlay text that describes the situation in question. Think, ‘When you give your friend a book recommendation that will change their life and they still haven’t read it’, or ‘When your client shows you a face apped photo as makeup inspiration’.
Examples in action
How to make the trend your own
This trend is fairly flexible, so there are many different ways to make it work for you.
Simply film yourself blinking in time to this audio. Then, it’s time to overlay your text.
Consider etiquette or decorum that seems obvious within your niche, but is often misunderstood by people outside of it—this could be a great way to bond with your audience over a relatable misunderstanding or struggle.
For example:
[For an account that educates graphic designers] ‘When a client requests 8 rounds of amends and then decides they prefer V1.’
Alternatively, you could try using the trend more self-promotionally, simply expressing your disbelief that people your account is directly targeting haven’t hit ‘follow’ or bought from you yet.
For example:
[For an account promoting a cafe] ‘When people say they’ve tried the best croissants in Seattle… but they haven’t tried ours yet’
‘Quick succession’ trend
Love a visually satisfying Reel? This might be the trend for you. It involves syncing footage to an audio piece with a deep, ominous beat followed by 17 rapid-fire drumbeats. The quick succession of the beats makes for a satisfying result with well-synced visuals.
How it's catching on
Creators are using this audio in a variety of different ways. Some use the multiple drumbeats to convey a sense of overwhelm, syncing pieces of text to pop up in time to the beats like intrusive thoughts.
Others use the beats to show the work in progress between a satisfying before and after.
Examples in action
How to make the trend your own
There are lots of different ways to adopt this trend.
One option is to go down the ‘overwhelm’ route, showcasing the background knowledge that might go into pulling off a standard task within your niche. This is a great way to show expertise, and your overlaid copy is key to pulling this option off.
Start with simple text that provides context. For example, if you were a florist, it might be ‘POV you’re making a bridal bouquet’
Then, sync additional pieces of text to pop up in time to the drumbeats, and list all the factors that go into making a bridal bouquet.
For instance,
What are the weather conditions?
What’s in season?
Indoor, outdoor venue?
Formality of wedding?
What’s the bride’s budget?
How do I incorporate the heirlooms the bride gave me?
What’s the color scheme?
What’s the groom allergic to again?
As far as footage goes, since the focus is on the text, you can keep it quite simple: just film yourself looking to camera, or carrying out a daily task.
Alternatively, film a satisfying before and after: start with a shot of your ‘before’, then film your entire process so you can cut between shots of the ‘during’ in quick succession with the drumbeats. For the last few seconds of the audio, simply show a satisfying shot of the ‘after’ product.
This option could work particularly well for anyone in a creative or foodie field: think makeup artists, bakers, jewellers, and so on.
July 10, 2024
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‘brat’ trend
Charli XCX’s 6th studio album has just launched, and in the last few weeks, it’s been taking over our feeds. Wondering why everything on Instagram is suddenly looking lime green? It’s all thanks to the cover art, a simplistic design showcasing the word ‘brat’ in Arial Narrow font on a vibrant lime-green background. And naturally, it’s gone viral, generating spin-offs galore.
How it’s catching on
There are a few different variations of the brat trend.
One version riffs off the cover for the deluxe version of the album, which features a white background, with simple black text stating “brat and it’s the same but there’s three more songs so it’s not”. Using the minimal, grainy typeface with some nonchalant, poorly formatted, tongue-in-cheek copy, creators are harnessing the same nonchalant energy for promotions or topics in their own niche.
Some consumer brands are latching onto the lime green coloring of the studio album, simply superimposing their products on a lime green background and using some version of the word ‘brat’ in the creative or caption.
Examples in action
How to make it your own
No budget for a graphic designer? No worries, the deluxe album version is easy to replicate thanks to the Brat app generator.
All you have to do is add your own, slightly unhinged copy: think “new product but it’s just a different flavor” to reference an FMCG launch, for example. Extra emphasis on poor formatting!
Or, you could go the route with the lime green background (hex code: #8ace00) by placing your product as the hero. Running a butcher business? This one’s for you.
Got a well-curated grid and worried about clashing colors? Instead, you could try introducing a tiny hint of lime green into your existing creative as a nod to the trend.
‘My favorite animal is me’ trend
The ‘my favorite animal is me’ trend originated on TikTok and has quickly found its way to Instagram Reels. The most common audio to attach to this trend is Work by @thenewclassic (aka Iggy Azalea) or Where Them Girls At by David Guetta.
How it’s catching on
Creators and brands alike are using the trend to share experiences or things that have pushed them to the edge and made them snap go completely wild (in a fun way).
It’s a chance to be quirky, slightly unhinged or get extremely heated in the comments —whatever suits your target audience the most!
Examples in action
How to make the trend your own
Take a selfie-facing video while looking at the camera, you could either look serious, or feeling elated. Use the text overlay “My favorite animal is me when…” and complete the sentence based on whatever effect you’re going for, whether you’re feeling angry and ecstatic, or wild and celebratory. For example “My favorite animal is me when my manager asks me to make one tiny change,” or “My favorite animal is me when someone points out a typo in the comments of a boosted post.”