Published: July, 2025
Just. Like. That. We’re back with another roundup of what is running hot in the world of social trends.
As we know, there is always something new. From hilarious colleague challenges to catchy song transitions, let’s dive in to see the trends brands and creators need to know in this month's edition of... What Went Viral?
#1 "Bringing random objects to work"
What is it?
A simple, funny trend with a visual gag that's sure to make you smile.
Not as basic as it sounds - you place random objects on the table, BUT your surrounding colleagues, with water in their mouths, do their utmost not to laugh and cause a scene.
Why did it go viral?
We’ve seen previous iterations of trying to keep water in your mouth, like the Tortilla Challenge, but this is a new evolution. Like its predecessors, it's gone viral because it's straight-up hilarious and easy to get involved.
How can brands and creators leverage this trend?
There’s no real limit to what you could place on the table (pending any rules in your workplace), so creators and brands could use this for strategic product placement, product comparison, or strictly as an engaging piece of Employee-Generated Content (EGC).
Who participated?
Brands, agencies, radio stations, car dealerships and everything in between. Whether it's a brand or creator behind the trend, this one was popular and always entertaining. Here's a couple of our faves ⬇️
@theedgenz we brought some more random stuff to work 💀
♬ original sound - The Edge
And a special shoutout to Nurse @macysimmons whose version racked up a casual 31M views, and a whole lotta love! ⬇️
@macysimmons Bring a random object from home to work part 1- #broughtmymamatowork #fyp #randomthings #speachless #challangeaccepted @April McLaughlin @ann_marie.78 ♬ Sweet Heat Lightning - Gregory Alan Isakov
#2 "Dragging your friend"
What is it?
Thankfully, we’re not literally dragging our friends here.
This trend is about dangling your hand in front of the camera like the little pincers in the arcade game, where you pick up toys. Except here, your friend is the toy, and you’re dragging them into whatever it is that you want to do.
Why did it go viral?
It's easy to get involved, and SO flexible it can be recreated anywhere and about any topic, which is really what drives widespread usage of trends.
How can brands and creators leverage this trend?
Both brands and creators can use this very effectively to highlight a store, product or brand by simply 'dragging' their friends towards it. Or, less literally, creators could highlight their fave hobbies (brand-related or not) like "dragging my friend to pilates" or "dragging my friend to a show".
Who participated?
Creators have been all over this one, and it's still going strong on TikTok because its applications are seemingly endless. ⬇️
@teganameliabarker Us dragging eachother out for the 5th coffee and yap of the day
♬ Illegal - PinkPantheress
Meanwhile, brands are catching on. We can't go past Sephora employees getting amongst the fun. ⬇️
@sephoracanada We're making this shopping trip no matter what 👀 #besties #shoppingday ♬ Illegal - PinkPantheress
#3 "Justin Bieber ‘Transitions’ remix"
What is it?
Justin Bieber’s classic hit “Baby” has once again flooded our feeds thanks to this transition trend. From friends showing outfits, and couples getting ready, to traffic controllers; the popular beat is the soundtrack to what is essentially a before & after trend.
Why did it go viral?
The “fit check” is a social media staple, and now, thanks to Bieber’s catchy and timely beat, creators have found a new way to spice it up. People will always gravitate to a concept they’ve seen before, so consider this a fun reinvention of an old classic, which is why people are loving it.
How can brands and creators leverage this trend?
What started as a fun way to stitch content with friends is now popular with brands as well. While it’s ideal for fit checks, this transition can be used to tell any before & after story, like completing a work task, a home DIY project or showcasing a product, eg. makeup glow-ups.
Who participated?
Proving to be an all-inclusive trend, there's everyone from everyday creators to global brands showing up for the Biebs.
Our personal fave is Japan Airlines who are absolutely owning trend-led EGC on TikTok. ⬇️
@japanairlines_official Fit check 😎
♬ original sound - agetape
Proving the right trend can get your content seen, creators like @annatherese got their first taste of virality. ⬇️
@annatherese you don't want to know how many tries this took #fyp #transition #promtransition #promdresses #prom2025 #justinbieber #blowthisup ♬ original sound - anna_cihak
What else has been happening on Social Media this month?
Another active month in social media brought significant developments across platforms and policies.
ICYMI - TikTok introduced livestream DMs, enhancing real-time engagement, while Reddit launched dynamic product ads to strengthen their social commerce offering in a bid to keep up with the heavyweights.
On the regulatory front, India's Karnataka state proposed a draft bill imposing jail terms for spreading "fake news," sparking concerns over free speech and potential misuse - don’t believe everything you see people!
If you’re looking for more inspo, other trends that caught our eye recently are “Imma Be” transitions, “Pet Peeves”, and “My friend needs to tell you something you better listen…”.
And that’s all we've got time for, folks.
For all the creators out there - jump in the app for the latest campaigns looking for your content.
Or, if you're a marketer wanting to chat trends and your creator strategy... get in touch!
