What Went Viral? Here's What's Trending on Social ATM

Published: September 2025

It's hard to believe another month has passed. But the search for content, especially good content, never ends. So here we are again, cutting through the noise and capturing the must-know trends of the month, so you don't have to.

This time, we have the perfect mix of straight-up hilarious and clever-ways-for-brands-to-get-on-board trends. Oh, and the return of the internet's fave background music artist. Let's go!

#1 "I'll be there"

What is it?
If you're like me, those three words conjure up the Friends theme song. In this case, it's a trending sound where creators show what’s always there — from pets and friends to rivals, belongings, or even obscure body parts. The format mixes video with a quick-fire photo montage.

Why did it go viral?
The exact origin is unknown, but F1 gave this trend a boost, using it to poke fun at competitors as both allies and enemies. With their huge following and knack for social trends, the sport amplified its reach.

How can brands and creators leverage this trend?
Perfect for spotlighting what’s consistently reliable (or hilariously unreliable).

As a creator, your camera or your weekly dinner with friends that's always there. For brands, it could be highlighting your hero product, the office printer that never works, or even their workplace bestie.

Who participated?
As we mentioned, F1 and their partners are all over it from a brand POV ⬇️. 

While creators are jumping on board with a bit of humor ⬇️. 

AND, it's a brilliant trend for creators to talk about their fave brands ⬇️. 

#2 "Asking coworkers to sign old photos of themselves"

What is it?
Exactly what it sounds like, but here's some context. Folks are digging up old photos (think 2010 Facebook gems) and asking colleagues to autograph them while capturing their hilarious reactions. Not a brand new trend, but its comeback is proof that trends cycle.

Why did it go viral?
It’s funny, lighthearted, and easy to replicate. Brands with big followings helped spark the revival, and now creators everywhere are joining in for the laughs.

How can brands and creators leverage this trend?
For brands, it’s the perfect EGC play that showcases team culture or even product evolution (imagine designers signing the first sketch of a sneaker at Nike).

For creators, it works for collabs, throwbacks, or showing long-term brand loyalty through photos over the years.

Who participated?
This trend is just picking up with creators, but brands are well and truly on board with Meshki nailing the office vibes, while the Collingwood ALFW team captured likeable moments with their players ⬇️. 

While smaller businesses like CSI Companies are keeping it light with their team and getting a taste of TikTok virality ⬇️.   

#3 "Go Baby - Justin Bieber"

What is it?
He's back! Creators use JB’s new track to spotlight loved ones’ quirks and habits, pairing on-screen text with the lyrics. It’s one you need to see to get.

Why did it go viral?
When a big artist drops a track, it’s prime trend fuel. This one’s catchy, easy to personalise, and works for being affectionate to, or ridiculing, your loved ones (jokingly ofc).

How can brands and creators leverage this trend?
Creators have been hot on this trend, pairing up with loved ones to swoon or laugh about certain personality traits. For brands, it’s a simple way to highlight a product or service in a light, relatable and unforced way.

Who participated?
Creators can be found featuring their partners in loving or sarcastic ways, like the example below ⬇️.

Brands like Eye Mazy are getting on board by cleverly weaving it into product plugs ⬇️.

What else has been happening on Social Media this month?

Another rollercoaster month with innovation, regulation, and the ongoing eyeball war all in play.

Instagram rolls out new connection (tracking your exes?) features:
The 'gram dropped not one, but three new updates:  Reposts, a Friends Map, and a Friends tab in Reels. The push for “deeper connections” also comes with the side effect of resurfacing your ex-roommate’s updates. 

TikTok continues tweaking behind the velvet rope :
No big features, but new Community Guidelines land mid-September, with a focus on LIVE rules and AI content. Think of it as updating the house rules while you're still chilling in the living room.

Platforms scramble as regulations:
The Indonesian government has told Instagram and TikTok to proactively scrub disinformation, gambling, and adult content,  or face fines, suspensions, or worse. Talks are also underway with Meta, X, and YouTube.

The takeaway:
Social platforms aren't just competing for attention; they're balancing regulatory favour with fostering creator loyalty and tighter social bonds. From Reels to rules, it's all moving fast, so it's important to stay sharp. 

If you're looking for more inspo, other trends that caught our eye include the "Justin Bieber stomping trend" (sorry JB, that's not a typo), "Boyfriend jumping prank" and "24 carat Labubu". 

Cya next time!

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!