These are the trends your brand should be embracing as we enter spooky season.
TikTok users are buzzing over the mysterious “Group 7,” a secret club started by singer Sophia James. On October 17th, Sophia posted seven TikToks as part of a playful social experiment – whichever video reached your FYP determined your “group.” Her seventh video exploded with over 40 million views, officially welcoming viewers to Group 7.
Influencers like Haylee Baylee, Eli Rallo, and Dr. Miami quickly joined in, while major brands and celebrities also jumped on the trend. Oreo commented, “I am so happy to be here,” and Stanley, NIVEA, and Hyundai jumped into the comment section too.
The trend highlights how users love the playfulness that TikTok welcomes, and how it can make users feel included in a community, no matter how niche.
Brand opportunity
A lifestyle brand like ASOS could tap into this trend by creating a “Group 7 Challenge,” inviting TikTok users to showcase their style or favorite ASOS outfits as part of their official initiation. Creators could post videos wearing curated looks, tagging friends to join their “group,” or show how they stand out while being part of the exclusive club. This would drive user-generated content and strengthen brand affinity among Gen Z.
In recent years, new, exclusive themed snacks have been released during calendar moments such as Halloween. TikTok is the go-to platform for food-focused content, and Halloween food is trending this spooky season.
The spooky movie night challenge is a popular format, where two people visit a store together and separately, and each person selects snacks for their night. The challenge ends with the pair debating who made the best choices and “wins”.
This father-son duo has reached almost 25 million views with their take on the challenge.
Embed: https://vm.tiktok.com/ZNdv9oEog/
There are also many taste test videos reviewing new ranges. For example, supermarket Marks & Spencer in the UK has released its biggest range of themed treats to date, and the FYP is full of creators trying to get their hands on the snacks and giving their audience their ratings. This often leads to products selling out very quickly!
Brand opportunity
This trend is also the perfect fit for a global, affordable supermarket chain, Aldi. They could launch a #TrickorTreatChallenge, inviting creators to pair up and pick the best spooky snacks from their Halloween aisle. The brand could spotlight limited-edition items and even feature top duos on its own channels.
A mashup of Nicki Minaj’s Beez in the Trap and 4 Non Blondes’ What’s Up has gone viral on TikTok, appearing in over 368K videos. Participants in the trend stand back-to-back and perform lip syncs – one doing the “Wake in the morning” part, the other stepping in for “Beez in the trap.”
The trend often pairs an “edgy” participant for Nicki’s verse with a more classic personality for the 4 Non Blondes part.
Brands are already hopping on the trend, including Subway Surfers, who have recreated the video with their game mascots.
Jimmy Fallon has come out on top, though, as he took on the trend with political activist Malala, who joined him as a guest on his show, Fallon Tonight. The TikTok video hit 16.7 million views, 3 million likes, and 77.5K favourites in just 15 hours, and is now almost at 10 million likes.
Brand opportunity
Spotify could turn this trend into a “Duet Your Vibe” campaign, where creators pair up to represent two contrasting playlists – “Chill Classics” vs. “Hype Hits.” Each duo could lip-sync to the Beez in the Trap x What’s Up mashup, showcasing their playlist energy through outfits, moods, and settings. A natural fit for a platform built around shared sound and culture.
Want to chat about turning trends into tangible results for your brand? Reach out to us at hello@digitalvoices.com.
