2025's Viral Moments That Had Us Glued to Our Screens (so far)
18.8.2025
So far, 2025 has reaffirmed that social media never sleeps. The first half of the year brought us new trends, viral sounds, and unexpected moments that took over our feeds. We highlight the trends that stood out and share our thoughts on where they might be headed next.
Where are brands making moves? Check the comments. This trend on TikTok is a fun way for creators to spark interaction with brands. By posting a video with this intent one can invite brands to join in on the conversation, often resulting in witty, clever or unexpected replies. For creators, it’s a strategy to boost visibility and potentially catch the eye of brands for future collaborations. For brands, it offers a chance to showcase personality and engage with TikTok’s community in a fun, low-pressure setting.
While the trend itself loses steam over time, its core idea of encouraging playful, organic interaction between creators and brands will stick around. As TikTok continues to blur the lines between entertainment and marketing, similar trends will keep emerging, inviting brands to join in authentic, real-time conversations. And the reaction time will only quicken – we predict brands will want to jump in on the conversations faster than ever to stay culturally relevant.
The official summer 2025 anthem. The viral TikTok audio, featuring Jess Glynne’s “Hold My Hand” and a cheerful voiceover from a Jet2 Holiday ad has taken over everyone’s For You Pages. While the sound promotes sunny getaways, creators are using it ironically, pairing it with clips of travel fails and unexpected vacation chaos. One of the most popular videos, with over 35 million likes shows someone dramatically opening hotel curtains only to reveal a tiny window. The contrast between the upbeat audio and the chaotic visuals has made the trend one of TikTok’s biggest hits this year.
The trend is likely to stay relevant through the rest of the summer, after which its shelf life will eventually fade. Despite that, its impact won’t disappear. We will probably see a shift in branded audio strategy: it proves that a catchy jingle (even one from years ago) can become trendy especially when creators can subvert it. Our prediction is that brands will intentionally design "remixable" ads or campaigns to encourage user-generated content.
Yet again, it comes down to the comments. A creator will post a simple video, often with little or no context, and ask viewers something along the lines: “I’m bored, tell me your most unhinged story.” or “I’m bored, tell me something that sounds fake but is 100% true.” The content itself is often minimal, and the real entertainment lives in the comments.
While it may look like a trend that might pass with time, we are convinced it is a continuous content style on TikTok. It taps into the evergreen appeal of storytelling and voyeurism, the kind of content that never fully goes out of style. We’ll likely continue to see creators, brands, and influencers use this format to drive engagement, with prompts like “Tell me your worst travel fail so we can sponsor your next trip” or “Tell me the weirdest way you’ve used our product.”
From viral clip to cultural catchphrase. The original “My Shayla” sound comes from a 2017 viral video featuring actor Tyrese Gibson, who was visibly emotional while pleading for custody of his daughter, Shayla. The clip resurfaced on TikTok in January 2025, where the line “My Shayla! Not my Shayla!” quickly caught on and has been going strong ever since.
It’s important to acknowledge that the origin of the sound is deeply personal, rooted in a painful and very real moment. While the trend has since taken on a life of its own, it began from a place of genuine distress.
The soundbite has now evolved into a cultural catchphrase, used to humorously express how much someone cares about something or someone. The trend has expanded beyond social media, becoming part of everyday conversations and pop culture references. It’s a good example of how a moment from real life once shared online can shift in meaning and gain momentum years later, both on social media and in everyday language.
The trends from the first half of 2025 represent just how fast internet culture evolves and how creative communities continue to shape what we see and hear every day. Whether it's a brand jumping into the comment section, a jingle from years ago becoming a summer anthem, or a heartfelt moment evolving into something entirely new - social media keeps reinventing itself. We’re excited to see what the rest of the year brings to our feeds.
SEK Social
"I Wonder How Many Brands Will Comment"
Where are brands making moves? Check the comments. This trend on TikTok is a fun way for creators to spark interaction with brands. By posting a video with this intent one can invite brands to join in on the conversation, often resulting in witty, clever or unexpected replies. For creators, it’s a strategy to boost visibility and potentially catch the eye of brands for future collaborations. For brands, it offers a chance to showcase personality and engage with TikTok’s community in a fun, low-pressure setting.
While the trend itself loses steam over time, its core idea of encouraging playful, organic interaction between creators and brands will stick around. As TikTok continues to blur the lines between entertainment and marketing, similar trends will keep emerging, inviting brands to join in authentic, real-time conversations. And the reaction time will only quicken – we predict brands will want to jump in on the conversations faster than ever to stay culturally relevant.
“Nothing beats a Jet2 Holiday”
The official summer 2025 anthem. The viral TikTok audio, featuring Jess Glynne’s “Hold My Hand” and a cheerful voiceover from a Jet2 Holiday ad has taken over everyone’s For You Pages. While the sound promotes sunny getaways, creators are using it ironically, pairing it with clips of travel fails and unexpected vacation chaos. One of the most popular videos, with over 35 million likes shows someone dramatically opening hotel curtains only to reveal a tiny window. The contrast between the upbeat audio and the chaotic visuals has made the trend one of TikTok’s biggest hits this year.
The trend is likely to stay relevant through the rest of the summer, after which its shelf life will eventually fade. Despite that, its impact won’t disappear. We will probably see a shift in branded audio strategy: it proves that a catchy jingle (even one from years ago) can become trendy especially when creators can subvert it. Our prediction is that brands will intentionally design "remixable" ads or campaigns to encourage user-generated content.
“I'm bored, tell me ..."
Yet again, it comes down to the comments. A creator will post a simple video, often with little or no context, and ask viewers something along the lines: “I’m bored, tell me your most unhinged story.” or “I’m bored, tell me something that sounds fake but is 100% true.” The content itself is often minimal, and the real entertainment lives in the comments.
While it may look like a trend that might pass with time, we are convinced it is a continuous content style on TikTok. It taps into the evergreen appeal of storytelling and voyeurism, the kind of content that never fully goes out of style. We’ll likely continue to see creators, brands, and influencers use this format to drive engagement, with prompts like “Tell me your worst travel fail so we can sponsor your next trip” or “Tell me the weirdest way you’ve used our product.”
“My Shayla”
From viral clip to cultural catchphrase. The original “My Shayla” sound comes from a 2017 viral video featuring actor Tyrese Gibson, who was visibly emotional while pleading for custody of his daughter, Shayla. The clip resurfaced on TikTok in January 2025, where the line “My Shayla! Not my Shayla!” quickly caught on and has been going strong ever since.
It’s important to acknowledge that the origin of the sound is deeply personal, rooted in a painful and very real moment. While the trend has since taken on a life of its own, it began from a place of genuine distress.
The soundbite has now evolved into a cultural catchphrase, used to humorously express how much someone cares about something or someone. The trend has expanded beyond social media, becoming part of everyday conversations and pop culture references. It’s a good example of how a moment from real life once shared online can shift in meaning and gain momentum years later, both on social media and in everyday language.
Wrapping up
The trends from the first half of 2025 represent just how fast internet culture evolves and how creative communities continue to shape what we see and hear every day. Whether it's a brand jumping into the comment section, a jingle from years ago becoming a summer anthem, or a heartfelt moment evolving into something entirely new - social media keeps reinventing itself. We’re excited to see what the rest of the year brings to our feeds.
SEK Social
