Creators are breaking into the mainstream media, and nostalgic makeup trends are coming back.
The creator group, the Sidemen’s, Big Brother-style show “Inside” is coming to Netflix in the US.
This marks the first time a creator-led show has been localized on a major platform across multiple territories. The show has evolved significantly since it premiered on YouTube in June 2024. The show was hosted on the Sidemen’s YouTube channel, boasting 22.6+ million subscribers. The most recent series aired on Netflix UK, demonstrating its mainstream appeal.
With new hosts, fresh talent, and a reimagined format, this move is groundbreaking. Format localization is nothing new in traditional broadcasting – Love Island, for example, has been sold and aired in over 12 countries – but this development shows the Creator Economy is now having as much of an impact on mainstream media.
Brand opportunity
The Sidemen don’t just have a Netflix show; they have launched multiple brands, including Best Cereal, XIX Vodka, and Sidemen Clothing. This means that brand sponsorship in the traditional sense isn’t accessible to external brands. However, there is still an opportunity to capitalize on the launch of the show in the US.
VPN provider Surfshark allows users to change their virtual location by routing their internet traffic through a server in a different country. Therefore, sponsoring a creator on a YouTube video reacting the Inside by the Sidemen on Netflix US would be a great fit. And thanks to their service, this partnership could be with a creator from any country!
TikTok continues to prove its dominance in the music industry, with 84% of songs that make the Billboard Global 200 first going viral on the platform, and 75% of users discovering new artists there. The latest example of music virality is the use of the lyrics “I would like a ring, I would like a ring on my wedding finger” from RAYE’s track “Where Is My Husband?”
RAYE is no stranger to the spotlight. After parting ways with a major label that delayed her debut album for years, she built a reputation as an independent artist championing artistic freedom – she now has millions of fans supporting her journey. Her breakthrough success and continued presence on social media prove how crucial platforms like TikTok are in shaping mainstream music today.
The trend has taken off, with TikTok users humorously requesting proposals in sync with the song. Even RAYE herself is embracing the moment, connecting with her community through social media.
Brand opportunity
This is a trend tailor-made for jewellery brands to jump onto. With creators requesting proposals and showing their rings – or empty ring fingers – in their videos, the trend would be perfect for a young, mid-price range jewelry brand like Astrid & Miyu to insert itself into the conversation.
The brand could use its own social media channels to post a video showing its latest style with the viral song in the background, or to broaden its reach further, partner with content creators to post content that resonates with their own audiences.
Makeup transition videos gained significant popularity online starting around 2015, a trend largely kicked off by NikkieTutorials's viral "The Power of Makeup" video. This prompted a ripple effect of jaw-dropping transformation videos from beauty gurus and makeup enthusiasts around this era, but with any social media trend, makeup transitions eventually dipped in popularity.
This makeup transition trend is posted to the suspenseful sound that blends a sample of Kendrick Lamar’s “Untitled 05” with a monologue from the character “Franklin Saint” in the movie “Snowfall.”
The transition trend is so compelling because it doesn’t just show a simple before-and-after; makeup-free shots are interwoven shots of the finished look, all perfectly synced to the beat.
One creator, @gjuanita, showed her audience the behind-the-scenes of producing her take on the trend, which took her 3 hours!
Brand opportunity
NYX, a cosmetic brand known for its strong social media presence and bold products, would make the ideal partner for a creator looking to recreate this trend. They could partner with a creator who has already taken part in the trend, stitching the popular video on TikTok with a refreshed look thanks to NYX, or identify a young and bold beauty creator that aligns with the brand vibe.
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