You’ve just secured your unicorn frappe from Starbucks, snapped a photo for Instagram using VSCO, and Drake’s “One Dance” is top of the charts – it must be 2016.
2016 nostalgia has blown up on social media this past week, with creators sharing iconic throwback selfies, and comment sections flooded with their audience sharing what peak 2016 looked like for them.
Popular memories include:
According to TikTok, searches for "2016" increased by 452% in the last week, and more than 50 million videos have been created using the app's filter named after the year.
TikTok creator Joel Marlinarson analyzed why 2016 nostalgia is trending 10 years later, and he says that the rose-tinted filter evokes a simpler time on social media, which played a big part in young people's lives but was far less complex. There weren't short-form reels and TikTok’s, there wasn't the same algorithmic fatigue that people have now.
An article from Glamour posed the questions “Was 2016 the last time we were truly happy?” They echo Joel’s analysis that 2016 was a time when social media still felt vaguely personalized and safe, and many Gen Z and Millennials had far fewer responsibilities and pressures than they do now.
Whether the trend of 2016 nostalgia is rooted in a more sincere analysis of how the world has changed or not, the joy the trend has sparked is undeniable.
Starbucks has even hinted that its famous unicorn frappe could be making a comeback…
Brand opportunity
Anastasia Beverly Hills should put a marketing focus on their Dip Brow Pomade product, an essential in every 2016 makeup bag. Creators could recreate their 2016 makeup look with the product, and then show how they use it now for a more subtle, renewed look.
A new trending sound has landed on TikTok. The sound says, “Oh my god, you look just like your Dad”, and creators are using it to share how similar they look to different family members.
The creator starts by filming themselves, then they transition their look-alike into the frame, wearing exactly what they were wearing. It’s lighthearted, humorous, and leans into the popular trend of bringing older family members into social media content to relate to viewers across generations.
Brand opportunity
Matching outfits is a big part of what makes this trend work, making it the perfect opportunity for a clothing retailer to jump on – especially one that effortlessly bridges the generation gap! Walmart could partner with a charismatic creator/parent duo to recreate the trend while wearing matching pyjamas or a graphic t-shirt from their store.
This week, influencer-entrepreneur Molly-Mae Hague announced that she is launching a footwear collection with adidas. The announcement aligned with the newest drop of her Amazon Prime series, “Molly-Mae: Behind it All,” where she showed behind-the-scenes moments surrounding the partnership.
There has been a lot of buzz online about the partnership from TikTok prediction videos before the announcement, and the comment section debates whether it makes sense. Ultimately, it does. Molly has been wearing adidas shoes and clothing for over a decade, and has worked with the brand on previous paid partnerships.
adidas has typically collaborated with mainstream celebrities and sportspeople, like footballer Lionel Messi and music legend Beyoncé, on product collaborations. But the partnership with Molly-Mae proves that they know the brand transcends sports and performance.
This marks a new era for Molly’s own career. Many of her previous collaborations have been with beauty and lifestyle brands, but this collaboration reaches a new sector of her audience.
Brand opportunity
This collaboration shows that sports brands, e.g., Nike, Reebok, and Puma, should confidently branch out with their collaborations, giving influencers a seat at the table. 2026 is going to be a huge year for sporting collaborations with the World Cup taking place, and annual events like the US Open and Wimbledon. Brands should not ignore the value that partnering with women influencers, not directly in the sports world, can drive immense value.
Want to discuss how your brand can jump on the hottest trends for 2026? Reach out to us at hello@digitalvoices.com.
