Consider the "Sleepy Girl Mocktail" trend or the "Hawk Tuah Girl" phenomenon. None of these originated from a marketing boardroom; they began with everyday people posting unpolished videos that resonated. The algorithm spotted high watch times, shares, and replays, then pushed those videos into the "For You" pages of millions.
When a topic trends, it signals social importance. Scrolling past a meme without understanding it risks social exclusion. This anxiety drives compulsive checking and active engagement. Platforms like X (formerly Twitter) and TikTok exploit this by algorithmically prioritizing "rising" topics, creating a feedback loop where popularity begets more popularity. my+boyfriends+dad+makes+me+cum+3+lethal+hardc
Moreover, trending content offers . A funny cat video, a rage-inducing political clip, or a heartwarming rescue story allows users to quickly access and express emotions without deep narrative commitment. In a world of information overload, brevity and emotional punch win. The Algorithm as a Talent Scout The most revolutionary shift in the last decade has been the democratization of fame. Traditional gatekeepers—Hollywood studios, record labels, television networks—no longer have a monopoly on attention. Instead, algorithm-driven platforms elevate entertainment and trending content based on engagement metrics, not industry connections. Consider the "Sleepy Girl Mocktail" trend or the
Cross-platform pollination is key. A meme born on Reddit migrates to X, gets turned into a TikTok sound, then inspires a YouTube commentary video. Today's most successful creators are platform-agnostic, repurposing their core entertainment assets across multiple channels. For marketers, the lure of entertainment and trending content is irresistible—but dangerous. Brands that try too hard to "do a trend" often fall flat, resulting in what internet natives call "corporate cringe." Successful brand integration requires listening first: understanding the community's inside jokes, respecting the format, and adding value rather than interrupting. When a topic trends, it signals social importance
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Executive in Residence at Washington University