The social world never stops moving. With trends and platforms changing like the wind, what are the latest social media updates you need to know about?

TikTok Updates

TikTok Shop US allows users to check out in-app

Although already available in the UK, TikTok Shop in the US is now testing in-app checkout. Previously, customers had been redirected to a retailer’s website, but now they can complete a purchase in-app with selected retailers. Pacsun, KinChi Chic, Revolve and Willow Beauty are reportedly part of the beta test. 

TikTok Promote helps drive discoverability 

TikTok Promote has added four new ways to boost branded content. Promote originally launched in 2021 with promotional options for video views, website visits and TikTok follows, but it has now added new promotional capabilities. These include, driving more visits to your TikTok page, receiving more messages from potential customers, boosting other creators’ content, and targeting your audience by location. 

TikTok adds new video analytic feature

TikTok has added a video insights analytic feature that offers creators further information about each video upload. Users can explore performance trends and compare their results against industry benchmarks for each industry. They will have access to granular insights, including frame-by-frame engagement, ad spending over time, audience breakdown, and comment analysis by theme and sentiment. 

TikTok drops 70,000 new data insights

TikTok has added a further 70,000 new insights to its TikTok Insights tool, which marketers can use to find out specific usage trends and shifts. Users can filter by location, audience, insights, industry, holidays and events, and year to ensure the insights they’re looking for are specific and up to date. 

Instagram Updates

Instagram tests commenting with GIFs

Instagram is testing out GIF comments. Users will be able to comment a GIF on feed posts and to Story replies. Instagram is gradually rolling out the feature, so we can expect to see more GIFs on the app in the coming weeks. 

Instagram tests Broadcast Channels

Broadcast channels is a one-to-many public messaging feature. Creators can share photos, videos, GIFs, voicenotes, and polls in an unlimited number of channels, and members can react to messages and participate in polls, but they can’t post their own content. All Instagram users can discover broadcast channels, but only followers who join the channel will receive notifications when the creator posts updates.

Instagram removes ads from livestreams

From 16th March, users will no longer be able to tag products within their livestreams. While livestream shopping and social commerce is booming in Asian markets, it has struggled to gain popularity in the West, but particularly in the US. 

Meta updates

Meta Verified lets you pay for checkmark

Meta is testing a Verified programme, which will allow users to purchase verification on Instagram and Facebook. Subscription is priced at $11.99 USD per month on the web or $14.99 per month on iOS and Android. Subscribers will have a blue checkmark, proactive account protection, access to account support and more exclusive features. Businesses aren’t eligible to apply yet, but it is likely to come eventually. 

YouTube updates

YouTube expands Creator Music scheme

The Creator Music scheme is now available to all US creators within the YouTube Partner Programme. The scheme allows creators to use pre-approved licensed music in longform videos, without having to sacrifice ad revenue. Creators can browse music within the YouTube Studio, and can either buy a licence for a single video and keep their full revenue share, or pay for the track by sharing video revenue with the original artists and rights holders. 

YouTube adds Shorts as comment replies

YouTube has added a new way to utilise Shorts: as a reply. Creators can now add Shorts clips as comment replies in-stream, offering a new engagement method. The function is rolling out to iOS users now, and to Android users in the coming months. 

Twitter updates

Twitter introduces long-form tweets

Elon wasn’t kidding when he said he was going to boost Twitter revenue… Twitter users can now tweet up to 4,000 characters in the US, but they’ll have to pay for it. Available only to Twitter Blue users, long tweets show up as standard tweets in the timeline, but with a “show more” link, which shows the full tweet once tapped. 

more words more words more words more words more words more words more words more words more words more words more words more words more words more words more words more words more words more words more words more words more words more words more words more words more words more… https://t.co/0mcFJ1wwZK

— Twitter (@Twitter) February 8, 2023

Pinterest updates

Pinterest launches Pinterest Academy

Pinterest is looking to help marketers build more successful Pinterest ad campaigns with the Pinterest Academy. The Pinterest Academy offers a digestible guide to Pinterest marketing, including courses on setting up a business account, ad formats, bidding, the Pinterest Tag and Conversions API, and measurement solutions. 

Pinterest makes Ideas Pins longer

Pinners can now upload 5-minute Idea Pin videos, which is 5X longer than the previous limit. Ideas Pins live permanently on a user’s profile, and can be edited with text, still images, music, links, product tags, and more to create a dynamic piece of content. The style of Pin is best suited for storytelling, how-to guides, and tutorials. 

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Welcome back to another beauty roundup! Every month we round up our favourite ads, campaigns, trends, and creators from the social media beauty industry. 

So, who’s been busy in the beauty world this month? 

Trend spotlight

De-influencing 

Move over influencers… it’s time to de-influence! This year has started off with creators giving their opinions on products they deem to be overrated and warn their followers to be cautious before buying. 

@daralevitan Has anyone been able to make these work?? #pixiblushstick #beautytok #notworththehype #makeupnottobuy #deinfluencing #fyp ♬ original sound – Dara Levitan

@pranksinatra69 Replying to @xchelsxannex28 #greenscreen THIS IS MY OPINION!!! pt 3 #beauty #makeup #productsihate #productsiregretbuying #grwm #trending #skincare #fyp ♬ original sound – abby monea

Rosemary oil

New year, new hair. The first hair trend of the year is a TikTok cult classic: Rosemary oil. Users have been organically sharing their rosemary oil hair transformations, while offering haircare tips to other users. 

@kirstenindetox_ Hair Growth Journey! 💜💃🏼 #rosemary #rosmaryoil #hairloss #hairlossremedy #hairlosssolutions ♬ оригинальный звук – ISHTAR

@imofficialmaria Replying to @imofficialmaria the update on rosemary oil you’ve all been waiting for! The only thing that stopped my hair loss after getting COVID #rosemaryoil #1yearupdate #growthoil #rosemaryhairgrowthoil #miellehairproducts #miellehairoil ♬ original sound – Maria | Latina Content Creator

Brand Spotlight

Maybelline

This month, Maybelline has gone viral once again thanks to its new SuperStay Powder Foundation. The powder foundation picked up organic traction on TikTok, and has since been tried and tested by some of the biggest beauty creators on the platform. 

@jordanlipscombe the new maybelline superstay powder foundation😮 #fyp #makeupreview #beauty ♬ original sound – Jordan

@theoliviasaurusrex trying the lighest shade of the maybelline superstay 24h powder foundation on very pale skin ☺️ #maybellinesuperstay #maybellinesuperstayfoundation #maybellinepowderfoundation #maybelline24h #powderfoundation #powderfoundationreview #affordablefoundation #paleskin #neutralundertone #paleskinmakeup ♬ original sound – olivia ancell

Creator spotlight

Rhian Davies 

Rhian is an up-and-coming beauty creator, sharing her rediscovery of makeup for maturing skin and the fun of creativity when making new looks. She has very quickly gained over 31K TikTok followers thanks to her transparent GRWM videos. 

@rhiandavies46 Another make up look today using these brown/copper/gold tones from this HUDA palette. Don’t know why I ended up using a pink lipstick. though 🤷‍♀️ theres a link for the gorgeous @Opretty velvet powder puff & the fab @thebeautycrop loose powder. #makeup #llovemakeup #matureskin #maturemakeup #maturemakeuplook #maturemakeupover50 #maturemakeupmatters #maturemakeupover40 #over50women #over50style #over50andfabulous #over50tiktok #styleover50 #styleover50blogger #styleblogger #styleover50women #womenover50ontiktok #stylehasnoage #womenover50 #womenover50club #over50club ♬ original sound – Rhian

@rhiandavies46 I wish I’d started a skincare regime years & years ago 😩 I didn’t realise how different my skin would feel & look. Softer hydrated and glowing! I’m using @oprettyltd products, which so many of you had nothing but praise for, and I’ve linked them for you too! Thank me later 😉 #over50women #over50andfabulous #over50tiktok #styleover50blogger #womenover50ontiktok #womenover50 #womenover50club #over40 #womenover50ontiktok #petitestyleblogger #womenover50fyp #matureskin #matureskincare #matureskincaretips #matureskincaretip #lookafteryourskin #skincare #skincareroutine ♬ original sound – Rhian

Content spotlight

NYX Cosmetics: ASMR

ASMR is always popular on TikTok, and NYX leaned into this approach for its Smooth Whip Lip Creams. Creators were encouraged to emphasise the smoothness in the captions, and the short videos were posted to the creator’s own page before boosting to wider audiences. 

@rubytrue_asmr #AD Lip smacking #ASMR tingles with @nyxcosmetics_uk NEW affordable #Smoothwhip Lip Cream #smoothtalker #veganmakeup #lips ♬ original sound – Ruby True

@emmakirkmua #AD The smoothest lips going @nyxcosmetics_uk NEW, affordable #SmoothWhip Lip Cream! #SmoothTalker #veganmakeup #lips ♬ original sound – Emma Kirk

Rimmel London: Thrill Seeker Mascara

Rimmel used beauty creators to promote its Thrill Seeker Mascara, and had creators take their audiences through their mascara routine, showing the fluffy lash effect that was easy to achieve using the product. Both new and old content was boosted to wider audiences for this. 

@alxcext Putting the @rimmellondon Thrill Seeker mascara to the test ❤️ #ad. It gives my lashes amazing bold volume leaving them super full and long! Shop now @superdrug #RimmelThrillSeeker #rimmellondon ♬ original sound – Alice T

@frishtaxx GUYS i am IN SHOCK!!!! 😱 #RimmelLondon #RimmelThrillSeeker #mascara @rimmellondon ♬ original sound – Frishta

Maybelline: Sky High Mascara

Maybelline has been promoting its TikTok-favourite Sky High Mascara using GRWM-style videos. Creators posted videos to their own channels, taking their audiences through their usual makeup routine, but with a focus on the mascara and the lash transformation it offers. Creator videos were boosted, with many receiving over 50K likes. 

@makeupbysamanthaharvey #AD GRWM using my favourite @maybelline Sky High mascara!! 🤩 #GRWM #skyhighmascara #mascara #getreadywithme ♬ original sound – Samantha Harvey 🤍

@tarabarzz #AD I’m obsessed with my lashes 🤩 the @maybelline Lash Sensational Sky High Mascara is absolutely amazing for giving you that length & volume you need! #GRWM #skyhighmascara #mascara #getreadywithme ♬ original sound – Tarabarzz

The Inkey List: Skincare Routines 

The Inkey List worked with a number of creators across the UK this month to promote a few products, but mostly its moisturiser, oat cleansing balm and hyaluronic acid. Influencers took their audiences through their varying skincare routines, informing their audience about the specific product benefits.

@poppymead Can’t get enough of this stuff @theinkeylist #theinkeylist ♬ original sound – Poppy Mead

@theoliviasaurusrex advert ☺️. will never stop raving about @theinkeylist ‘s hyaluronic acid! so simple but effective – i apply a small amount to damp skin after cleansing and then press it into my face until it’s absorbed. so glowy & hydrated! ♥️ #theinkeylist #theinkeylisthyaluronicacid #hyaluronicacid #hyaluronicacidserum #affordableskincare #affordableskincareproducts #affordableserum #hydratingskincare #hydratingskincareproducts ♬ original sound – olivia ancell

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What’s this?

TikTok trends in 2023, YouTube swearing restrictions pisses off creators, Love Island contestants to suspend their accounts, experience Cape Town in VR, and share the love! 

PLATFORM NEWS

1. TikTok releases 2023 Trend Report

TikTok has released its 2023 trends, focusing on three main macro forces: Actionable Entertainment, Making Space For Joy, and Community-Built Ideals. These core shifts will influence how marketers speak to their target audiences in the upcoming year. (Via TikTok)

2. YouTube cracks down on profanities

Under YouTube’s updated terms, videos containing profanities will be automatically demonetized if the words appear in the first eight seconds. The change in policy has brought the video platform a wave of complaints from creators. (Via TubeFilter)

3. Love Island contestants to suspend their accounts

In order to protect the latest contestants from unruly online hate, Love Island will be asking participants to suspend their social media accounts whilst in the villa. Family and friends will not be able to publish anything on their behalf, as part of an overhaul of measures to discharge the duty of care to contestants. (Via The Guardian)

WORK WE LIKE

4. Explore Cape Town in VR

Cape Town Tourism has launched a new global campaign blending virtual and real-life experiences. The game-style platform features Thabiso the Fearless Foodie, Storm the Nature Warrior, and Anathi the Urban Adventurer as virtual tour guides, leading users through short, vibrant videos showcasing the city’s cultural attractions. (Via Trend Hunter)

5. Explore queer experiences

Queering the Map is a community generated counter-mapping platform that digitally archives LGBTQ2IA+ experiences in relation to physical space. Featuring real life experiences, each location shares a unique story from a member of the queer community. (Via Queering the Map)

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What’s this?

Messi vs Egg, news on TikTok, Twitter in shambles, TikTok explains the FYP, and MAC gives virtual tutorials.

PLATFORM NEWS

1. Messi dethrones the Instagram egg

First the World Cup, then Instagram. Lionel Messi has taken the lead for the most-liked post ever on Instagram, with a photo of him lifting the World Cup. His post on Instagram received more than 61 million likes, surpassing the previous record holder – an infamous picture of an egg which had 56.6 million likes. (Via Sky News)

2. Publishers are distributing news through TikTok

Around half (49%) of top news publishers are regularly publishing content on TikTok, and a large proportion of these have joined TikTok in the last year. In the UK, 81% of publishers have active accounts on TikTok. (Via Reuters Institute) 

3. Twitter is in shambles (again)

Should I step down as head of Twitter? I will abide by the results of this poll.

— Elon Musk (@elonmusk) December 18, 2022

This week on Twitter Turbulence: Elon posts a poll asking if he should step down as CEO, he announced cross-platform promotion would be banned (and then quickly revoked this), and Twitter profile pictures were changed from circles to squares. 

4. TikTok gives insight into FYP algorithm

TikTok is providing more insight into what you’re seeing in your feed with a new ‘Why Am I Seeing This?’ explainer tool that lists potential reasons that guide its algorithmic decisions. (Via Social Media Today)

WORK WE LIKE

5. MAC’s virtual try-on tutorial tech

MAC Cosmetics has rolled out a new AR tool that lets customers sample multiple styles and products at once through their phones. Scanning a QR code, users can be virtually taken through a makeup tutorial, while virtually trying on the products. (Via AdWeek)

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Welcome back to another beauty roundup! Every month we round up our favourite ads, campaigns, trends, and creators from the social media beauty industry. 

So, who’s been busy in the beauty world this month? 

Trend spotlight

Holiday makeup

It’s the holidays! Beauty creators have been sharing their favourite holiday makeup looks, including candy cane eyeliner, snowman blush and the glitz and glam Christmas sparkles. 

@hollierose.mua Christmas makeup ideas🎄 which one is your fav?🥰 #makeup #christmas #christmasmakeup #makeupinspo ♬ Underneath The Tree – christmas>>

@alicekingmakeup simple snowman eyeliner⛄️ #makeup #makeuptutorial #eyeliner #eyelinertutorial #makeupartist #makeuplook #tutorial #christmasmakeup #christmas ♬ Snowman – Sia

TikTok takes over Google

Google’s Search Roundup for 2022 in the beauty sector reveals the true power of TikTok. Aesthetics and looks trending on TikTok dominated the top beauty search queries for 2022. Top searches included the Passport Makeup Look, the White Dot Trend, and Addison Rae Lip Gloss Trend.

@addisonre♬ Toxic x Pony – ALTÉGO

@georgia.barratt Replying to @&lt3 howd i do lol #xyzbca #makeup #beauty #passportmakeup ♬ original sound – georgia barratt

Creator spotlight

Kate Grant

Kate Grant is a beauty and fashion influencer from Northern Ireland with Down’s Syndrome. She is the first model signed in the UK and Ireland with Down’s Syndrome, and shares TikTok GRWMs with her audience, as well as joining in on popular beauty TikTok trends. 

@kategrantmodel not as if i’m running an hour late💀🤪 #grwm #disability #downssyndrome #fyp #trending ♬ original sound – Kate Grant

@kategrantmodel fyi if you want any makeup on your eyes don’t ask tiktok🤪 #asktiktok #disability #downssyndrome #trending #fyp ♬ original sound – Kate Grant

Content spotlight

NYX Professional Makeup: House of NYX

Nyx Professional Makeup has revealed a new digital experience in Roblox, through which it has unveiled its spring 2023 collection. House of Nyx Professional Makeup is set in the platform’s iHeartLand, where gamers can collect three limited-edition makeup looks for their in-game avatars.

Estee Lauder: Winter Glam

Estee Lauder worked with lifestyle and beauty influencers to show how you can create the perfect winter glam and glowy skin with Estee Lauder products. Content was posted to the influencers’ channels and then boosted to wider audiences.

@kirra.mov POV: you finally found the perfect holiday lip balms (ASMR edition) 🤍 I love the @esteelauder #PureColor Crystal Balms because they’re so hydrating, soothing, and give my lips that ✨ extra glow ✨ #EsteePartner #Esteelauder #ad #asmrsounds #asmrunboxing #makeupasmr #lipstickasmr #holidaylipstick #holidaymakeup ♬ Hey It’s Me – Official Sound Studio

@asapabes the @esteelauder double wear foundation is my go-to this holiday season! ✨ #EsteeLauder #EsteePartner ♬ original sound – abelyn

ELF Cosmetics: Elf on a Shell 

ELF Cosmetics has been working with influencers this month, but one partnership stood out in particular. Shell Rowe and ELF created a TikTok poking fun at Elf on the Shelf. The cheeky elves glamified Shell whilst she was sleeping, and she woke to a sign saying “Sleigh Queen”. The video has nearly 90K likes and 7M views. 

@shellrowe I woke up feeling snatched @elfyeah #ad #ELFCosmetics #ELFBeauty @elfcosmetics ♬ original sound – ShellRowe

Garnier UK: Sheet Masks 

Garnier UK worked with influencers to promote its range of sheet masks. Using creators to show how consumers can tailor their sheet mask usage to various skin needs and issues, content was posted to influencers’ own channels before being boosted to in-feed ads. 

@kaushal #ad there’s no better feeling than taking your making off 💜 I love unwinding with my fave @garnieruki Sheet Masks 🧖🏽‍♀️ #sheetmask #skincare #skincaretok ♬ original sound – Kaushal

@howeydon Garnier Moisture Bomb Sheet Masks have been my skin savour. @garnieruki Sheet Mask Discovery Collection on Amazon @Garnieruki #ad ♬ original sound – Howey Ejegi

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The year might be slowing down as it draws to a close, but the fashion world is as bustling as ever. We’ve rounded up the top insights we’ve seen over the past month.  

Keep reading to find out who’s been busy! 

eBay: #BuyBetterThanNew 

eBay has relaunched its #BuyBetterThanNew creative on TikTok, spearheaded by its pre-loved fashion ambassador, Tasha Ghouri. The campaign connects its second hand proposition showing how campaign stars will be pledging to buy second hand. 

@ebay_uk Whatever you wear this festive season, be sure to make it pre-loved 🙌🔁💕 Just like Tasha Ghouri and her pre-loved sparkle team ✨ #BuyBetterThanNew #eBayWay ♬ original sound – eBay UK

Tesco’s F&F Clothing lands on TikTok 

Tesco’s F&F Clothing launched on TikTok with a giveaway and challenge called #AisleWalkToCatwalk. To be in with a chance to win, users had to show their best outfits while using the Branded Effect to strut down a greenscreen Tesco aisle with a trolley. F&F also used influencer to promote its arrival and giveaway. 

The #AisleWalkToCatwalk hashtag has over 466.8K views to date.

@fandfclothing 🔈Announcement🔈 We’re ✨ officially✨ on TikTok and to celebrate, we’re giving you the chance to feature in a F&F influencer campaign AND win £250 to spend in store All you have to do is give us a follow, strut your stuff down our custom aisle background and show us your best #AisleWalktoCatwalk ♬ What I Want for Christmas – Tripov

@sophiena_official #ad Walking in an F&F wonderland 🎄 How to enter 💫 UK 18+ only. Max 1 entry p/person. Internet access and TikTok account required for entry. Opens 30.11.22, closes 23:59 7.12.22. Follow @fandfclothing , use the Branded Effect Feature to walk towards the shopping trolley & show your catwalk strut and include #AisleWalktoCatwalk. Judging criteria: Enthusiasm (35%), Fun (25%), Individuality (20%), Pose (20%). 1 prize winner. Prize is a £250 F&F Gift Card plus a chance to participate in the F&F January 2023 Influencer Social Campaign. Ts&Cs at Prizeology.com/strut. Promoter: Tesco Stores Ltd. #fyp #viral ♬ What I Want for Christmas – Tripov

New Balance teams up with Snap Inc 

New Balance has teamed up with Snap Inc’s augmented reality tech and voiceML speech recognition tech to recommend users the right accessories, apparel, and footwear as gifts for the holiday season. 

In selfie mode, the lens will prompt users to answer questions about the person they are shopping for, and voiceML will help them use their own voice and answers in matching them with gift ideas for family, friends or themselves.

Pinterest reveals its fashion predictions for 2023

Pinterest revealed that 2023 fashion trends will be femenine, with airy styles and ethereal detailing such as lace, ruffles, tulle and shimmer fabrics leading the way. We can expect to see Romcom Core lead the way, with fringing and galactic fits peeking through. 

Virtual fashion influencers are here to stay

Virtual fashion influencers are still gaining popularity with consumers. A study by Roblox found that 42% of digital world users value expressing themselves digitally just as much as they do in the real world. Marks and Spencer recently revealed its first virtual influencer, Mira. 

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TikTok has had another tremendous year. With over 3 billion downloads, and a user increase of over 180%, it’s safe to say we’ve been glued to the addictive app. 

So, what have been the standout trends on TikTok for 2022? 

January

Ok I like it… Picasso 

Kicking off the TikTok year in review, we have a TikTok classic. Posted originally by @itsreefa, the sound has racked up 1.7 billion views, and over 202.9K videos have been created using it.

@itsreefa Welcome to Coventry 🤩 #fyp #foryou ♬ Whats this I like it Picasso Yeah datway – ReefaTV

@thesorrygirls trust 👏🏻 the 👏🏻 process 👏🏻 #okayilikeitpicasso #picasso #booktable #booktok ♬ Whats this I like it Picasso Yeah datway – ReefaTV

Renaissance Eyes

The first TikTok filter to make it onto the trend list: Renaissance Eyes. With over 195.8K videos, users clicked through the Renaissance paintings with their own eyes over the original.

@princessmiathechi She won. #renaissance #fyp ♬ Howl’s Moving Castle – Merry Go Round of Life – Vitamin String Quartet

@bidzovan3♬ Howl’s Moving Castle – Merry Go Round of Life – Vitamin String Quartet

February

It’s not pomegranate…

A soundbite from one of creator Max Fosh’s interviews went viral on TikTok. With 50.3K videos, people were using the soundbite to show situations they mistook something for something else. 

@maxfosh i do not know my fruit… #maxfosh ♬ original sound – Max Fosh

@sianpot Oops #fyp #sideprofile #dating ♬ original sound – Max Fosh

Shrek in the Sky

Need we say more? 224.1K videos were created showing a giant, latex-and-heels dressed Shrek in the sky. 

@minka840 #fyp ♬ LDN – Lily Allen

@organbutwithanm Shrek broke the O2 @happychrysler_ ♬ LDN – Lily Allen

March

Doors vs Wheels

Ah, the age old question… are there more wheels or doors in the world? With over 494.8M views on the debate, we’ve had arguments for Hot Wheels ruling wheels, and advent calendars and cruise ships ruling doors. (We’re Team Wheel). 

@ynezwilliams_ ughhhh idk what do u guys think? #teamwheels #teamdoors #fyp #wheelsvsdoors #doorsvswheels ♬ original sound – Follow Me

@sociallypowerful It really is the people you trust the most :/ #doorsvswheels #wheelsvsdoors #teamWHEEL ♬ AYSMD By Mike Hancho – Thereal_mikehancho

Reading Rainbow

Ever had a confusing sentiment in your mind, but no way to express it? The Reading Rainbow theme song, paired with the Space filter has your back. TikTok users created over 389K videos sharing their unique thoughts. 

@patrykwxjcik #fyp #foryou #britishschool ♬ Reading Rainbow Theme Song – Reading Rainbow

@aayushabhattarai8The question specifically didn’t need one, how did he even grade it?♬ Reading Rainbow Theme Song – Reading Rainbow

April

Jiggle Jiggle

An interview from Amelia Dimoldenberg’s Chicken Shop Date with Louis Theroux was remixed  by Duke Jones. The remix has over 6.7M videos created using it, and its own viral dance. 

@jessqualtermy money don’t jiggle jiggle.♬ Jiggle Jiggle – Duke & Jones & Louis Theroux

@musicratingsx #GameTok #SixNationsRugby #louistheroux #chickenshopdate #ameliadimz #fyp #foryou #xyzbca #viral ♬ Jiggle Jiggle – Duke & Jones & Louis Theroux

Rotoscope

The Rotoscope filter and song In My Mind was used over 152K times to show situations where users have been mildly hypocritical. 

@sociallypowerful I’m a sucker for thirsty Thursdays #socialmediaagency #relatable #agencylife #worklife #workhardplayhard #dancemachine ♬ In My Mind (feat. Crystal Waters) – Never Dull

@miffz_ I’m joking, I will never get bored of talking about my acting days 🖤 #theholiday #childactor #childactress #wherearetheynow #christmasfilm ♬ In My Mind (feat. Crystal Waters) – Never Dull

“Ah”

A GRWM-gone-wrong  video by Katey Lorrel has been duetted nearly 80K times thanks to her pain-induced, but pitch-perfect cry of “Ah!”. 

@luccaladtrumpet #duet with @kateylorrell lol #funny #trumpet #meme #musiciansoftiktok #music #rickroll ♬ original sound – Kate 💥

@grizzlyflute #duet with @kateylorrell #funny ♬ original sound – Kate 💥

May

Tiny bee

The Tiny Bee filter went viral alongside the soundbite “And the best part of this plan is… no one can stop me!” Users were sharing their funny and relatable, but bad habits. The filter was used over 206.2K times. 

@alicemaee12 Hehehe #tiktok #fyp #tinybee ♬ original sound – Charlie Mosey

@primark every time x #primark #primarkhaul ♬ original sound – Charlie Mosey

June

Binley Mega Chippy

I think we all remember the Binley Mega Chippy phenomenon. A chippy in Coventry went viral and received visitors from all over the globe thanks to a TikTok-sound-gone-viral. 

@j2hundred Vid out soon #j2xkia #binleymegachippy #viral ♬ Binley Mega Chippy – Alex

@jeffersonmiaa Coventrys new spotlight #fyp #foryoupage #liverpool #viral #lfc #binleymegachippy #coventry #uk ♬ Binley Mega Chippy – Alex

Rainbow strobe  

The Rainbow Strobe filter has been used over 10.7M times, and was used to share unusual questions people have been asked in various situations. 

@joebxggs We all good though dont worry 🥲 @georgebxggs #uk #comedy ♬ original sound – Kyle & Jackie O

@noodleandtildefluffy 👹 not 👹 chubby 👹♬ original sound – Kyle & Jackie O

July

They’re a 10, but… 

A trend-turned-filter took over TikTok. Users would say “They’re a 10, but…” and proceed to name a niche ick or turn off in partners. The trend has over 25.6M views. 

@hourwhen idk y im so aggressive #hesa10but #TikTokAwardsPH2022 #fyp ♬ original sound – arwen – Arwen F. Rockwell

@camkirkhambabyIs this bad?? New TMI episode is out now 🙂♬ original sound – Cam Kirkham

Horace

The Horace filter was used over 67K times this year, and was primarily used to make funny videos about an annoying person or sibling being in your presence. 

@nicole_keep♬ Dancing With Myself_WHENEVER WHEREVER Tutorial – NBC

@alice_nevin Wingwoman #shakira #dancing ♬ Dancing With Myself_WHENEVER WHEREVER Tutorial – NBC

August

It’s corn!

Arguably one of the most wholesome trends of the year. “Corn Kid” went viral in a video where he expressed his love for sweetcorn. The interview was made into a catchy tune that was used to show other things users loved and why. The sound has over 2.7 billion views. 

@mitchdorling All hail the corn kid #cheers #tok #fyp #foryou #yes #corn #itscorn #lookatthisthing #lumpofnobs #ithasthejuice #whatelse #supportsmall ♬ It’s Corn – Tariq & The Gregory Brothers & Recess Therapy

@elinalovesbubbie he looks like a corn #cats #fyp #catsoftiktok ♬ It’s Corn – Tariq & The Gregory Brothers & Recess Therapy

Police by JPhant

A filter of a police car with a green screen for the back window and the sound locked up – coinyes was used to share experiences users would be arrested for if they became illegal. The filter was used over 58.9K times. 

@hayleykiyoko DUE TO POPULAR DEMAND #lemonademouth ♬ locked up – coinyes

@vinnyguadagninoLock him up♬ locked up – coinyes

September

Butter Boards

Move over cheese boards, it’s butter board time. Users shared their favourite butter recipes and combinations, culminating in over 397.7M views.

@naughtyfork Butter board is my new fvaorite thing. Idea by @Justine Doiron !! #fyp #butterboard #foryou #tiktokfood #viral ♬ Chill Day – LAKEY INSPIRED

@twisted Check out this amazing autumnal butter board with brown butter, candied walnuts, hot honey and fried rosemary! 😍🙌 Made by our very own @spencooks #butterboard #charcuterieideas #autumnrecipes ♬ original sound – twisted

Red dress

The Red dress filter was used over 220.6K times, mostly when catching people off-guard. 

@jacksepticeye♬ Originalton – ᥫ᭡

@samsmith❤️‍🔥♬ Originalton – ᥫ᭡

Bizcochito

The song Bizcochito by Rosalia became a viral TikTok trend, where people would be acting judgemental and chewing gum, while listing bad habits other people have. There have been over 1.8M posts using the sound. 

@aoifemullen3 we beefin’ #womeninag #farmtok #fyp #livestock #farm #farming #buffalo ♬ BIZCOCHITO – ROSALÍA

@aurorashar 😒 #judging #dog #dogsoftiktok #dogs #dogtok #dogmom ♬ BIZCOCHITO – ROSALÍA

October

Negroni… sbagliato… with prosecco 

What’s your drink of choice? A soundbite from an interview with House of the Dragon stars Emma D’Arcy and Olivia Cooke went viral, and people began sharing their favourite experiences. The sound has over 50M views. 

@wang_lifestyle Can you tell my apartment is my personality? #loftapartment #apartmenttour #sanfrancisco #interiordesign ♬ a negroni sbagliato w prosecco l hbo max – hbomax

@sociallypowerful It’s called Happy FriYAY for a reason #officelife #officehumor #fridaywfh #wfhlife #agencylife #agencyjoke #socialmediamarketing #smm ♬ a negroni sbagliato w prosecco l hbo max – hbomax

November

Horror hotel

A filter inspired by The Shining was used over 41.4K times. Users shared funny moments they were running away from/avoiding certain tasks. 

@aliodriscoll_ We’ll circle back in 2023 #fyp #foryou #work #wfh #corporate #corporatelife #manager #joblife #job #worklife ♬ Psycho Killer – Talking Heads

@amyepohl it just takes me sooo long to commit… need to think about doing it for a few days first 😭🙌 #pov #relatable #fightwithamy ♬ Psycho Killer – Talking Heads

Remember – Sped Up

The song Remember by Becky Hill and David Guetta was used over 760.8K times by groups of friends creating a fun, concert-like experience using their phone torches. 

@northstarboysLYING IN BED🛌ON MY OWN🫃♬ Remember – Acoustic / Sped Up (with David Guetta) – Becky Hill & Speed Radio & xxtristanxo

@sofyan 🪄✨ #onlywhenimlyinginbedonmyown ♬ original sound – ʀᴇᴏ

December

2022 in photos

As we wrap up the year, users have begun sharing their year in photos. There are currently 34.4K videos for this, but expect more before the year is through. 

@joselymiroslavaa 2022 i love youuu 🫶🏻 #trend #fyp #happiness #2022in100photos ♬ son original – justanunknownstar

@lenia.klm i could cry 🫂❤️‍🩹 #CapCut #2022in60photos #recap #trending ♬ son original – justanunknownstar

AI Face

AI has taken over TikTok recently, but the latest trend is the AI Face filter. Users line their faces up to the filter, and type in what they want themselves to turn into. There are 36.1K videos using the filter so far.

@officialmrkebs24 #voiceeffects #foryoupage #reaction #fypシ゚viral #pourtoi #Stitch #mrkebs24 #viral ♬ original sound – Itsyourboymrkebs

@matcha_samurai Hi, I’m Matcha Samurai 😂😂 #matchasamurai #didyoubowtho #fyp ♬ original sound – Matcha Samurai

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Veganism.

A life-long debate. 

It is no longer just a trendy term for social media likes, it has become a popular lifestyle choice for a lot of people and vegan influencers have emerged to show you just how to become one yourself.

Founded in 2014, Veganuary has become recognised nationwide and may even play a larger role in 2% of the UK’s population being vegan as of July 2022, thank we think. 

January is a time for new beginnings and maybe Veganuary is what leads you to yours.

We know veganism isn’t for everyone. That’s why, through this blog, our only aim is to inspire and educate people about this lifestyle choice and the vegan Instagram influencers behind it. 

Vegan fitness influencers

When we think of veganism, we tend to think of health and fitness. 

If you’re a fitness fanatic looking to branch out into the world of veganism, here are the top vegan fitness influencers to look out for:

Stefanie – @naturallystefanie

On Stefanie’s page you will find heaps of workouts, vegan food recipes and daily vlogs.

 

View this post on Instagram

 

A post shared by STEFANIE 🏴󠁧󠁢󠁳󠁣󠁴󠁿 (@naturallystefanie)

Nimai – @nimai_delgado

Hailed one of the frontrunners of vegan fitness, Nimai’s profile aims to educate viewers on how to body build on a vegan diet. 

 

View this post on Instagram

 

A post shared by Nimai Delgado | Vegan Fitness Coach (@nimai_delgado)

Natalie – @fitveganchef

Natalie is a former IFBB pro who shares her love for vegan food and travelling with her audience on Instagram.

 

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A post shared by Natalie Matthews IFBB PRO (@fitveganchef)

Layla – @laylaluciano

Layla is a vegan coach, athlete and martial artist who shares her workouts with her followers.

 

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A post shared by LAYLA • Vegan Athlete and Trainer (@laylaluciano)

@lifting_vegan_logic

Lifting Vegan Logic is a vegan activist and fitness enthusiast who posts many thought-provoking Instagram posts.

 

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A post shared by Lifting Vegan Logic (@lifting_vegan_logic)

Vanessa – @plantbasedmuscle

Vanessa is a vegan trainer and nutrition coach. Her profile is packed with workouts and nutritious recipes.

 

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A post shared by Vanessa Espinoza (@plantbasedmuscle)

Black vegan influencers

These talented black vegan influencers are guaranteed to get you to stop scrolling with their delicious recipes, inspiring activism and tips and tricks.

Tabitha – @iamtabithabrown

She stole our hearts on TikTok during the lockdown and now she’s taken Instagram by storm with 4.2M followers. Tabitha shares with us her favourite vegan recipes and a whole lotta positivity!

 

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A post shared by Tabitha Brown (@iamtabithabrown)

Torre – @torre.washington

Torre is a former IBFF pro who uses his profile to advocate for veganism. 

 

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A post shared by Torre Washington IFBB Pro (@torre.washington)

Tracye – @byanygreens

Tracye has been vegan for 35 years and uses her expertise on the lifestyle choice to inform others – particularly black women – on how to get started with their own journey to veganism.

 

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A post shared by Tracye McQuirter, MPH (@byanygreens)

Todd – @turnipvegan

Todd is your go-to-guy for yummy vegan recipes. With a particular knowledge of mushrooms and how to incorporate them into his food, Todd has an impressive 343k followers on Instagram.

 

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A post shared by Todd Anderson (@turnipvegan)

Rachel – @rachelama_

Rachel is one of the UK’s most adored vegan chefs. She uses her platform to promote her cookbook titled ‘One Pot Three Ways’ and share her love of vegan food.

 

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A post shared by Rachel Ama (@rachelama_)

Will – @willedmond

Will is a vegan chef and travel host who teaches his followers how to cook vegan meals and travel better. 

 

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A post shared by Will Edmond 🇺🇸🌱 Vegan Chef + Travel Host (@willedmond)

Raw vegan influencers

There’s veganism. 

And then there’s VEGANISM.

Those who fall under the latter prefer to pull their food directly from nature. This is classed as raw veganism.

Kristina – @fullyrawkristina

Kristina is the frontrunner in raw veganism on Instagram. She has been a fully raw vegan for 17 years and shares all her tips and tricks for raw vegan meal prep with her followers. Her colourful, bright and inspiring profile is bound to stop you in your tracks. 

 

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A post shared by Kristina Carrillo-Bucaram (@fullyrawkristina)

Lissa – @rawfoodromance

Lissa has been a fully raw vegan for 8 years and shares her recipes with her 123K followers on Instagram.

 

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A post shared by Raw Food Romance (@rawfoodromance)

Anya & Masha – @golubkakitchen

Golubkakitchen is all about sharing a passion for cooking quirky, vegan food!

 

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A post shared by Anya Kassoff & Masha Sullivan (@golubkakitchen)

Top vegan influencers to follow

Looking to get started on your vegan journey? 

We have put together a list of the best vegan influencers out there to help get you on track!

Michelle – @michellecehn

Michelle shares with us how to balance a vegan lifestyle with a young family. She is the founder of worldofvegan.com and @Vegan.  

 

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A post shared by Michelle Cehn (@michellecehn)

Gaz – @gazoakley

Gaz is a vegan chef, author and founder of @nanaosrestaurant. He boasts an impressive 630K followers on Instagram, for whom he shares a multitude of tasty, vegan recipes.

 

View this post on Instagram

 

A post shared by Gaz Oakley 🏴󠁧󠁢󠁷󠁬󠁳󠁿 (@gazoakley)

Katie – @chocolatecoveredkatie

If any of you are dessert lovers like us, you will be doing yourself a disservice by not visiting this profile. Katie shares her healthy, vegan dessert recipes with 509K followers. 

 

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A post shared by Chocolate Covered Katie (@chocolatecoveredkatie)

Ed – @earthlinged

Ed is a bestselling author, Vegan educator and public speaker. He uses his platform to educate people on veganism and how the lifestyle change should be seriously considered by all.

 

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A post shared by Earthling Ed (@earthlinged)

Andrea – @earthyandy

Andrea is the author of bestseller ‘Plant Over Processed’ and shares her vegan life with her family on her Instagram page. Her posts mostly consist of her homemade smoothies and desserts.

 

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A post shared by Andrea Hannemann (@earthyandy)

Alexis – @blackforager

Foraging for food isn’t something we typically come into contact with, daily, but Alexis teaches her followers how to do exactly this. She turns her foraged foods into delicious vegan meals.

 

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A post shared by Alexis Nikole 🌾🍀 (@blackforager)

Elisa – @happyskinkitchen 

Elisa is a vegan recipe developer and, just by looking at her Instagram profile, you can see exactly why! She believes that healthy skin starts with what’s on your plate and posts delicious-looking food for her followers to gawk over.

 

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A post shared by Elisa 🌻Plantbased Food Blogger (@happyskinkitchen)

Rose – @cheaplazyvegan

For those of us who don’t quite have all the time in the world to prepare fancy vegan dishes, Rose has us covered. She shares her quick, easy and healthy vegan recipes with her followers; which are perfect for those who are new to vegan cooking. 

 

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A post shared by Rose 🌹 Cheap Lazy Vegan (@cheaplazyvegan)

Lauren – @hotforfood

Lauren is an LA-based, vegan chef who shares her mouthwatering recipes with 343K followers.

 

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A post shared by hot for food by Lauren Toyota (vegan chef) (@hotforfood)

Liz – @itslizmiu 

Liz is a vegan food blogger from Sydney. She loves to share her vegan food adventures with her Instagram followers, as well as sharing how she develops her recipes, too!

 

View this post on Instagram

 

A post shared by Liz Miu 苗可玉 🍜 Fun Planty Recipes (@itslizmiu)

FAQ’s

Who are the biggest vegan influencers?

@iamtabithabrown

@fullyrawkristina

@earthlinged

@rachelama_ 

What are the best vegan YouTube channels?

@pickuplimes 

@unnaturalvegan

@goodeatings 

@rainbowplantlife

What is the difference between a vegan and a vegetarian?

Vegans exclude all animal products from their diet, while vegetarians only exclude meat and fish. 

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TikTok erupted into the mainstream social landscape in March 2020. When everyone was stuck inside due to lockdown restrictions, TikTok became the go-to source of entertainment. 

TikTok trends were coming in thick and fast, reaching the furthest corners of the platform. Your entire For You Page would consist of people trying TikTok dance trends (remember Renegade?), TikTok food trends (whipped coffee, anyone?), and general mindless content (bored in the house). 

@jalaiahharmonayeeee🙈🔥♬ Lottery – K CAMP

Back then, we weren’t just consuming content. We were creating it. Many viral TikTok trends were started by user-generated content; most TikTok creators had yet to dominate the space. TikTok trend discovery was easy; all you had to do was visit the—since retired—Discover page. 

In its early days, TikTok was all about content. As the platform grew and creators began to gain popularity, TikTok introduced the Creator Fund Program. Then, trends seemed to shift. Instead of TikTok trends coming from users, they were made by creators. 

Instead of following trends, TikTok users began to follow creators. Followed creators and those similar were boosted organically through the For You Page’s algorithm, which was beginning to become the online opium we have today. TikTok didn’t need to rely on everyday users to create content anymore—creators were looking to do it professionally. 

Creators users follow dictate the experience they have on the app. These creators ignited the subcultures and niches present on the platform today. Rather than everyone experiencing the same TikToks and entertainment, the viewing experience is catered to the subcultures users are within. 

TikTok trends right now are mainly found within niches. While some TikTok trends reach virality (we’re thinking Dabloons or negroni sbagliato… with prosecco in it), they don’t last nearly as long as they once did. 

@sociallypowerful It’s called Happy FriYAY for a reason #officelife #officehumor #fridaywfh #wfhlife #agencylife #agencyjoke #socialmediamarketing #smm ♬ a negroni sbagliato w prosecco l hbo max – hbomax

In addition to this, TikTok has introduced new formats (photo slideshows) that has resulted in memes being recycled from other platforms. While this technically offers new variety in terms of TikTok trends, it also meant trends from other platforms were now replicable on TikTok, making it somewhat indistinguishable from the others. 

One benefit of the nicheness of new trends is that TikTok trends for brands are now easy to locate and replicate. As long as a brand is fully immersed in its niche, and understands how its audience communicates on TikTok, recreating TikTok trends for businesses is easy…ish. 

In the beginning, TikTok provided entertainment and an escape to users across the globe. It was a communal experience, with users of all sizes readily getting involved with trends and TikTok fun. As time progressed, subcultures and niches solidified their places on the platform, creating unique TikTok communities and a more personal social experience. 

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A new month means new platform updates. What are the key social media updates you need to be aware of?

TikTok Updates

TikTok Shop launches in the US

US TikTok users can now make purchases in-app with TikTok Shop. TikTok Shop was previously only available in the UK and a few Southeast Asian markets. TikTok Shop US will only support US-based merchants. 

TikTok updates its Marketing Partners 

TikTok has now made it even easier for brands to find relevant partners on the platform. Marketers can find a partner across one or more of these six categories: campaign management, measurement, creative, effects, commerce and sound.

Marketers can filter partners by category, country and language. 

Instagram Updates

Add music to your static posts

Instagram users can now add a sound to their image posts. Users can add between five and 90 seconds of music to their post in the post creation flow when editing captions, tagging people and adding a location.

Brands will still be limited to licensed tracks from Meta’s Sound Collection. 

Schedule Instagram posts in-app 

Instagram has finally rolled out native post scheduling. The feature is available to professional accounts, and supports posts, carousels and Reels scheduled up to 75 days in advance. 

To schedule, tap Advanced Settings, then toggle on Schedule This Post. Set a date and time, then tap Schedule. Users can manage and reschedule their posts under Scheduled Content.

Twitter Updates

Twitter has refreshed three ad types

Twitter has released updates on three different ad types to make advertising more relevant. It has updated the Conversion goal, and the Dynamic Product Ads, and has launched Collection Ads—a swipeable carousel that sends users to a new landing page. 

Twitter verification has been revamped (again…)

Elon announced he would be pausing Twitter Blue sign ups and relaunching it a fortnite later in order to fix the various verification issues that caused parody and misleading accounts. 

Twitter Blue will relaunch on 2nd December with three check marks: grey for government officials, gold for companies, and blue for individuals, whether notable people or otherwise.

YouTube Updates

YouTube tests two new Community posting options

YouTube is updating its Community feed for channels with over 500 subscribers. YouTube is bringing image posts’ improved editing tools to a select number of creators on iOS—something already available on Android. 

YouTube is also beta testing quiz posts with a small number of creators. Creators with access can create quizzes the same way as other kinds of Community posts.

Snapchat Updates

Snapchat partners with BigCommerce

Snapchat has partnered with ecommerce platform BigCommerce, allowing merchants to integrate their product catalogues within Snapchat.

Merchants need the BigCommerce app installed, and from there they can place the Snap Pixel, sync product catalogues and run Snapchat ad campaigns optimised for online store visits, purchases and retargeting.

It’s currently available in the US and is expected to expand to other markets in the new year. 

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

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