There’s a common theme with social media trends aligning with vacation excitement this summer.
60% of consumers believe music used in marketing is more memorable than visuals, and studies have shown that using music in advertisements results in a 90% brand recognition rate.
This is perhaps why we cannot escape the Jess Glynne and Jet2Holidays ad audio.
The audio comes from the classic Jet2holiday ad (first launched in 2016) that features Jess Glynne’s “Hold My Hand,” which has close to five hundred million streams on Spotify. Now, it’s viral on TikTok.
For those of you who haven’t flown with Jet2, Jess Glynne’s popular song does in fact play in the aircraft when you land and take off, and creators and holiday makers on TikTok have long shared clips of the musical moment.
Now that prime vacation season is upon us, and more people are experiencing the audio in person, it’s had a resurgence online. Creators are posting videos lip syncing the advert audio, usually when they’re going on a trip, but also in their day to day life, jumping on a trending moment.
Jess Glynne has even jumped on board…
As with any mega viral TikTok trend, responses are getting slightly unhinged. @dazedmusic remixed the audio as a drum and bass tune that would drop in a rave. This is extremely far removed from the original advert, but it’s the perfect example of how creators can make trends their own.
Another slightly unhinged trend that has risen to fame is “bacon avocado”.
Creators are quickly saying the phrase “bacon avocado,” but what comes next is a hidden message delivered in slow motion. The follow-up is usually a meme, a hot take, or an observation making “bacon avocado” a playful cover for the real message.
You have to watch it to truly understand…
This take on the trend achieved 16 million views in just 5 days.
The bacon avocado trend is pretty lighthearted, aside from the occasional vulgar punchline. However, it offers a look into what's on Gen Z's minds, as the hidden message is usually a meme, opinion, or personal thought they want to share playfully.
A clever way for brands to jump on this bandwagon is to commission a creator, or produce employee-generated content where someone says bacon avocado, and the slowmo version is prompting your product.
Nothing has taken the internet by storm more than Love Island UK and Love Island USA airing at the same time.
From Love Island USA, the audio “My Dream Date...Cute...And he knows that” gained over 28K uses in one month and is one of the top memes online today for pop culture lovers.
This use of the sound achieved 2.7M views in 4 days.
The “Love Island debrief” has also become a popular format for pop culture creators and fans of the show.
UK creator Sarel posts daily debriefs almost immediately after the episode airs, capitalizing on the fact that after the show, viewers head straight to social media to see who is feeling the same as them about what went down in the episode.
Although short form reviews and Love Island memes are very popular on social media, Sarel’s wrap-ups in particular are usually around 10 minutes long, showing that invested communities are willing to lock into content surrounding a topic they’re passionate about.
Just a few more weeks to go until the winners are announced and we see which brands snap them up for partnerships…
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