Studies show that 81% of US consumers enjoy things that remind them of the past, which is why nostalgia marketing is taking over the FYP this week.
There’s something about basketball that inspires TikTok trends totally unrelated to the sport. Earlier in the summer, “holy airball” was the phrase all over the FYP - now, it’s “I know ball”.
“I know ball” is a trend where creators show off their skills or expertise in a particular topic to prove others wrong. A typical post is captioned with, “When I do X and they say I don’t know ball,” followed by a photo or video where they're showing off doing that particular thing, saying, “Trust me. I know ball.”
Fashion glow-ups, fitness transformations, and childhood experiences are all popular themes for this trend.
Lots of creators are using it in a wholesome way, showing their followers that the hardships they're struggling through will get better, like @isabellepriestley. She shared clips from a time when she was going through challenges in life with the caption “When I tell girls ‘your spark will come back’ and they look at me like I don’t know ball,” the next part of the video is clips of the creator who is thriving now, accompanied by the text “I know ball.”
Brand opportunity
This would be a great opportunity for a brand like My Protein to jump on, collaborating with fitness creators who have transformed their lives through exercise and nutrition, thanking the sports supplement brand for being a part of their journey.
What is your guilt pleasure?
Creators are revealing theirs, thanks to the “unfortunately I do love…” trend on TikTok and Reels.
Creators are sharing a video or photo of themselves with overlaid text listing the things they love/their guilty pleasures. Popular features include:
And a special shoutout to almost every video mentioning either an overpriced matcha or crisp Diet Coke. You’re guaranteed to find someone who shares the same interests as you on TikTok!
The sound used for the trend “Rocky Mountain Way” by Joe Walsh, has almost half a million videos attached to it on TikTok.
Some creators have flipped the trend on its head, and now “unfortunately I do hate…” videos are beginning to grace the feed.
Although this take is less positive, the videos are typically lighthearted and humorous, and there’s no denying that they still help audiences, brands, and creators identify those that align with their interests.
Many of the videos are attracting comments stating it’s boring to do the trend if you are simply stating you like overpriced drinks from coffee shops, which means there’s a chance for brands to be bold…
Brand opportunity
Travel brands are taking off with their unhinged and wacky approaches to social content, take Jet2 and Ryanair, for example. Leaning into this relaxed approach to content, Airbnb could capitalize on the “unfortunately, I do love” trend. Airbnb could post on its owned channels or work in collaboration with creators to post:
This keeps it funny, relatable, and perfectly aligned with TikTok humor, while subtly positioning Airbnb as the enabler of those guilty pleasures.
The TikTok “Rare Aesthetic” trend is all about the oddly specific moments in life that make the audience go, “wait, that’s so me.”
This trend isn’t about fashion aesthetics; instead, it’s about super niche, nostalgic, and sometimes random little moments that end up being weirdly universal. It’s all about curating those hyper-specific memories with a slideshow of visuals that unlock a flood of nostalgia and relatability.
It makes total sense that this trend has become so popular, as studies show that 81% of US consumers enjoy things that remind them of the past, and 76% of those aged 25-44 feel positively about products linked to their childhood.
With so many creators sharing their take on the trend, there’s something for everyone to relate to.
These are just a few of the common themes…
Rare aesthetic: You don’t understand math.
Rare aesthetic: Falling victim to turquoise walls when you were 11.
Rare aesthetic: Going to swimming lessons and being jealous of your mum sitting in the cafe.
Brand opportunity
This would be the ideal trend for a beauty or retail brand that had a distinctive aesthetic in the noughties or 2010’s to embrace.
Claire’s is the nostalgic playground for anyone who grew up in the 2000s. They could partner with millennial and Gen Z creators to make a “rare aesthetic” slideshow with specific memories related to Claire’s, reigniting awareness of a brand that was a huge part of so many childhoods.
“Rare aesthetic: begging your mum for a piercing at Claire’s when you were 12” or “Rare aesthetic: spending all your pocket money on butterfly clips and glitter body spray” would be good starting points.
Creators could film follow-up content revisiting Claire’s and recreating those moments, involving their own children, putting the brand front of mind again, thanks to the power of nostalgia marketing.
Want to chat about turning trends into tangible results for your brand? Reach out to us at hello@digitalvoices.com.
