Algorithm fog on social video makes it hard to know what you don’t know. We’re here to drop the hottest insights across digital spaces straight to your inbox so your brand can join the conversation. Our tool watches social videos for you daily and can tell you what's trending in your space or making waves about your brand on social.
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🔥 On Our Radar 🔥
Trends we’re monitoring – and you should keep your eye on.
🔥 Grimace
In response to a new McDonald’s menu item that celebrates Grimace’s birthday, TikTok fans create fantasy micro-horror scenes that happen as a result of drinking the milkshake.
💡 Grimace Shake captured our attention and has over 2.7B views.
💡 One of our favorite cooking accounts, @cookingwithlynja, has almost 57M views and 8.1M likes on her homemade Grimace shake video.
🔥 Bottlesmashing
After an account went viral for rolling glass bottles down a staircase (yes, really) until they shattered, TikTok users started stitching the original video to match each bottle shatter to a TV show character.
🔥 Old Age Filter
The Kardashians have officially jumped on the trend, trying out the filter themselves. Watch out for Kylie’s in particular – the comment section calls out her sound for having viral potential.
💡We’re tracking the growth of the sound over in the ViralMoment tool – it currently has 27.4 posts and is growing fast. Her OG video has 128.7M views and over 12M likes.
💡 So far, 14.2M TikTok users have made videos with the Aged filter.
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🏆 Today’s Top Trend 🏆
All eyes on dupes.
Dupes are one of the hottest trends taking over the TikTok-verse, and as evidenced by this year’s Amazon Prime Day, have officially found their way into the consumer mainstream.
Trend Breakdown
The “dupe” – short for “duplicate” – is an affordable alternative for a popular, yet more expensive or otherwise difficult-to-find product. Dupes are most in demand by budget-conscious CPG purveyors: mainly for makeup and skincare, home goods, and of course clothing and accessories.
Call it resourcefulness, call it a rose-colored-glasses take on the reality of inflation-fueled unaffordability – the positive rebranding of knock-offs as dupes has officially become a style and trend in and of itself. Any sort of shame associated with buying an imitated version of the real deal has all but disappeared. Instead, today dupes are flaunted and celebrated, a cheeky Gen Z consumer’s version of “work smarter, not harder”.
The gamification of sourcing these products through “hacks” drives the most popular video formats surrounding the conversation, and the undercurrent hashtags include:
#lifehacks
#beautyhacks
#stylehacks
#makeuphacks
💡 In 2023, “hacks” were mentioned in ~45% of dupes content. We watched the videos so you don’t have to.
💡 The dupes conversation is growing fast. Dupes grew at pace with general TikTok conversation until Q12023. Fueled by #deinfluencing, dupes exploded, growing more than 6x as fast as the rest of TikTok chatter.
💡 Videos with the highest engagement (i.e., the most likes, shares, and comments relative to views) – in the neighborhood of 25-30% engagement rate – are those in which people show off their dupe hauls. This rate is about 3X the average dupes video.
👛 Connecting with the modern-day shopper 👛
Inspirational engagement insights.
Every brand is now an entertainment company and the best brands give their fans the microphone. It can be hard to create a strategy about what makes great social video, so we’re building tools and sharing examples to help your brand authentically take part in modern conversations.
Amazon – Prime Day Dupe Deals
Amazon took advantage of the dupe trend and joined the conversation by running special deals on a roundup of popular dupe products spanning multiple product categories, landing a spot in The Strategist almost entirely promoting dupes. The most popular brands with the deepest deals featured Dyson, Skims, and Lululemon.
💡 ViralMoment’s data on the brands with the biggest share of voice in the dupes conversation shows that Charlotte Tilbury, Sephora, Amazon, Elf, and Dior took up 40% of total conversation volume.
💡 Among major conversation themes, Amazon-related discussion leads the way around name brands in dupe content.
💡 Roughly 1/10 of dupe videos have some Amazon-related content or mention; about 3X the size of Walmart.
Lululemon – Dupe Swap
Speaking of Lululemon – instead of ignoring or resisting dupe culture, the quintessential athleisure brand embraced it by hosting an event that promoted dupes. Lululemon invited their Los Angeles customers to come and trade in their “dupes” for a brand new free pair of legitimate Lulu leggings.
💡 AdAge reported that 50% of the attendees were new customers.
💡 Our UGC analytics from the TikTok dupes conversation captured more than 2M views of Lululemon dupes.
About ViralMoment
ViralMoment uses AI to analyze user-generated content on social video platforms from TikTok to YouTube Shorts: your crystal ball for short-form social media trends.
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