Social media listening: what it is and how to do it
Luke McCarthy
December 2, 2024
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As the platform evolves, trends offer both creators and marketers the chance to connect with audiences in authentic and innovative ways. From viral sounds to niche movements, November’s trends have brought fresh opportunities for content experimentation and brand integration.
This month’s roundup highlights four standout trends, each with unique ways to engage viewers and spark interaction. Whether you’re a creator looking to expand your content strategy or a marketer aiming to align with your audience’s interests, these trends can inspire scroll-stopping content and drive performance.
Stats: The original interview clip has 2.7M views. #holdingspace has 167k posts on Instagram and 12.6k posts on TikTok.
Why it’s trending: The Wicked movie press tour has reignited love for this iconic Broadway show, with Tracy Gilchrist’s heartfelt moment creating a catchphrase that resonates with fans. Audiences have latched onto “holding space for the lyrics of Defying Gravity” to convey everything from awe to drama in daily life.
How to adapt: Creators can use this trend to inject a sense of playful drama into everyday moments. For example, pausing mid-skincare routine with a text overlay: “Was about to try my new {product} but had to stop to hold space for the lyrics of Defying Gravity.”
For marketers: Beauty brands could leverage this to showcase product reveals in a humorous light, while food brands might play with “holding space” before digging into a delicious dish. Think: “Was about to dive into Taco Tuesday, but first… holding space for the lyrics.”
@theoutset Holding space and feeling power with that. #defyinggravity #holdingspace #scarlettjohansson ♬ original sound – The Outset
Stats: 10.9k posts on TikTok and 14.4k on Instagram Reels, doubling its presence week over week.
Why it’s trending: This sound appeals universally, offering a feel-good, aspirational vibe while nodding to the #underconsumption trend. It’s versatile, spanning everything from lifestyle to food to pets.
How to adapt: Creators can share what “rich” means to them, whether it’s luxurious coffee moments, a cosy evening in, or pampering their pets. Captioning content with “my rich” personalises the trend and makes it relatable.
For marketers: Hospitality brands can show indulgent getaways (“My rich = a weekend escape”), while pet food brands could highlight quality ingredients with “My rich = feeding my furry family gourmet.”
@alicewilliams.artist Never stop slow dancing. #bestfriends #love #fyp #bestfriend #bf #couple #oldcouple #tiktokcouples #tiktokcouple #romcom #husbandandwife #marriage #wife #fyppppppppppppppppppppppp #artist #passion #life #foryoupageofficiall #viralvideo ♬ Katie tupper Rich Girl – Katie Tupper
Stats: 379.5k posts using the sound, with captions like “camera flipped” optimised for TikTok search.
Why it’s trending: This trend thrives on simplicity and humour, with users juxtaposing their initial opinions against an unexpected reveal, making it ideal for short-form content.
How to adapt: Creators can start with a bold statement, then flip the camera to show a product or unexpected scene. Example: “We all deserve fancy dinners every night” camera flips to ramen noodles and chopsticks.
For marketers: Brands like Aldi have already found success with this trend, and it’s ripe for FMCG products. A beauty brand could showcase: “My haircare routine is minimal,” camera flips to 10 products. Or a tech brand: “This phone? No big deal,” camera flips to an elaborate product reveal.
@thefifthagency 🫣 #fyp #trending #officehumour #agency #london ♬ Dramatic Sad Violin – Platon Davydov
Stats: 28.9k posts on TikTok, now spreading across Instagram Reels.
Why it’s trending: This trend’s adaptable structure makes it a hit, offering humour while tapping into niche interests and communities.
How to adapt: Creators can fill in the blank with relatable or product-specific ideas. For example: “I never see you at the club… Ok? I never see you swatching every shade of Rare Beauty blush.”
For marketers: Travel brands could say, “I never see you at the club… Ok? I never see you using your holiday days wisely,” while food brands might showcase hosting moments: “I never see you at the club… Ok? I never see you hosting Fajita Friday.”
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