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- Take Notes! 📝 Creator & Social Trend Report: May Edition
Take Notes! 📝 Creator & Social Trend Report: May Edition
From Labubus to whisking, here’s everything that went down last month in the digital world
Olivia Ashworth
June 06, 2025 • Read time: 20 minutes
Ciao May! From trends to industry changes, consider this your debrief on everything that went down last month.
Welcome to the Free Folk Agency and Ivy Talent Co Industry Trend Report!
We’re thrilled to have you here and to deliver fresh, actionable and oh-so-relevant marketing and creator news straight to your inbox. As a team of industry professionals with our fingers on the pulse (humble brag), we’re committed to bringing you a deep dive into the latest social media and digital news and trends, so you can stay up-to-date and inspired in our fast-paced world.
Whether you are a content creator, influencer, marketer, business owner or an outsider wondering what the ‘heck goes on online, this Industry Trend Report is designed with you in mind.
A note: This is a loooong email (because there’s so much juiciness to explore from May). Hit “Read Online” (top right) or “View Entire Message” (bottom of email) to read it all.
Why are you receiving this?
In this fast-paced digital world, staying ahead of the curve is crucial.
You’re part of a community that thrives on creativity, collaboration, and leading the charge in this ever-evolving space. This report is our way of keeping you informed, inspired, and empowered to make your next move—on or off the ‘gram.
What you can expect:
Every month, you’ll get:
✨ The latest social media and digital trends. From platform updates to viral movements and shifts in consumer behaviour.
💡 Insights for influencers and partners: practical, actionable takeaways tailored to your world.
📈 Trending content from Ivy Talent Co. We’re spotlighting standout campaigns, creators, and the ideas pushing boundaries.
🎯 Opportunities to jump on early, before the rest of the world catches up.
🎉 A dash of fun and creativity, because trends are better when they come with a side of joy.
TikTok Trends To Try
Whether you run a brand’s social media channels, are an influencer or content creator, leveraging TikTok trends is a quick and easy way to ensure your content stays relevant and is visible to the TikTok algorithm. So, what are you waiting for?!
 | Largely satirical, this trend sees creators list societal norms or marketing tactics they deem misleading, manipulative or problematic. From brands to creators, we’ve even seen the likes of Charli XCX jump on board. The flexibility of the copy means the trend is widely adaptable to even the smallest of niches. Plus, if you’re looking for a positive spin, you can always flip the trend. |
A new editing style on the scene of content creation, this trend may involve a bit of time on the editing apps, but boy, does it pay off. A creative and unique approach to introducing yourself to your followers, use the trend as a creator to poke a bit of fun at yourself and re-establish yourself with your audience, or even lean into it to integrate branded content naturally. |  |
 | The latest trend in the couples space, we’ve seen an influx of creators pranking their partners in the past few weeks, videoing themselves calling them their ‘current’ partner. Everybody loves a good reaction, so give it a whirl with your own loved one, or if you’re a happy single-ton, don’t miss out on the fun; ‘current boss’ and ‘current best friend’ are also welcome. |
Set to the tune of ‘New Flame’ interlude, this trend involves picking a six-syllable phrase you want to convey with text on-screen. Easy and quick to recreate, jump on board like Renee Rapp, Lizzo and our personal favourite, Kevin Jonas. |  |
Trending Instagram Content
When it comes to the old faithful Instagram, we can’t help but acknowledge the platform’s roots, one stemmed in visual curation and aesthetics. With that in mind, today we’re choosing to showcase the most popular visual directions and trends we’ve seen dominating our IG feeds. From colour palettes to chromatic tones, for those who love a more curated direction, this one is for you.
Scrapbook JournallingNo doubt inspired by the popularity of junk journaling, it’s time to bring an essence of the physical into the digital space. Think of a polished craft box, filled with the textured feeling of paper, handwritten notes, and Polaroids. Image: @setactive, @dedcool, @lolitabylolita, @jasminedowling, @allonseven_, @dissh |  |
 | Food Led ImageryThere’s a new flavour in the world of marketing, one that integrates and brings taste into every shot. From beauty to fashion, food references are showing up everywhere, tapping into the psychology of sensory marketing. Evolving from a glazed doughnut, to bread and butter, all the way to Jacqumus’ latest banana on wheels, leave your audience salivating for more. Image: @rhode, @dedcool, @jacquemus, @merit, @lemme |
Creative Flat LaysBringing us back to old school Instagram days, flatlays have continued to evolve over the years into much more than the humble 2015 marble background. Think a little bit more chaotic and candid (jumbled earphones and open bags), curated and elevated props (silver platters and almost-empty wine glasses), and bonus points if you somehow manage to sneak in a Labubu. Image: @dedcool, @rhode, @gucci, @chanelofficial |  |
Ivy Talent Co News
Our creators are hitting your shelves this year, with three incredible books now available to order (pre-release):
Sarah Pound’s Family Food is packed with comforting, crowd-pleasing recipes for every occasion.
Sarah Bell’s Our Nourishing Week offers wholesome, simple meals to make family life easier.
Jaharn Quinn’s Dream Home DIY empowers readers to create beautiful spaces with budget-friendly, hands-on projects.
Georgia Quinn will be attending a hands-on upcycling and furniture repair workshop at @amongthetrees.sydney in Marrickville on July 26–27. Expect clever tips, practical skills, and a fresh take on sustainable design!
For more info, click here.
Roisin and Zac from @geebungalow, ever popular among parents, are travelling to New Zealand with their family this June.
Melanie Lionello from @frommylittlekitchen is currently in Italy, returning in late July.
Gabriella from @noregrettispaghetti_ hosted a sell-out hand-formed pasta workshop on June 1st, with more in the works.
Daen Lia is celebrating @daenskitchens 6th year anniversary on the 10th of June. Congratulations Daen!
For more information on Ivy Talent Co creators, unique and aligned brand partnership opportunities or media enquiries, please reach out to the team via [email protected]
Important Social Media Updates
Industry updates and metric changes, here are all the recent things you need to know for social media success.
Meta
Views is a new metric that has been updated as of April in Meta, and it has replaced what was previously impressions. This new metric counts every time content is shown on screen, whether it’s a static post, story, or reel, and even if it’s the same person watching it multiple times.
The main takeaway is that, compared to impressions, views are a broader, more visibility-based metric that focuses on total exposure rather than depth of engagement. When comparing this to reach, reach commonly refers to the number of unique users who see your content.
With this change, Meta continues to maintain that quality engagement is their priority metric. They favour content with high shares, highlighting the importance of content circulating amongst various communities and group chats.
 | Facebook has now introduced monetisation for stories. This means you can now earn money across all content formats - videos, reels, photos, stories, and text posts. Facebook continues to increase its AI integration and is introducing new AI tools for Meta Verified users, providing advanced content recommendations and engagement strategies. These updates aim to increase visibility for content creators while safeguarding original material against unauthorised use. |
Adam Mosseri, the CEO of Instagram, has stated that hashtags no longer significantly impact post reach or engagement on Instagram. While they may still serve as a way to categorise content and improve searchability, they are not a primary driver of visibility. Mosseri emphasises that focusing on the quality of content and authentic engagement is more crucial for success on Instagram. Instagram now supports 3:4 aspect ratio photos. This will work for single-photo posts and carousels. You can now use Instagram’s ‘Expander’ Tool to help make your photos fit on stories. Using Meta AI, this feature is in the roll-out phase. |  |
TikTok
TikTok has added another music discovery element, with SoundCloud now integrated into TikTok’s “Add to Music” feature. This new feature provides more opportunities for TikTok users to discover emerging artists. The benefit of SoundCloud is that anyone can upload their tracks to the site, so it has a range of music that can’t be found anywhere else, which could make this a valuable integration for TikTok users.
TikTok is also launching a new AI-powered feature that’ll allow you to turn any static image into a video clip via your TikTok Story. The new “AI Alive” option will digitally animate your static images, turning them into videos based on your image source.
Upcoming Events to Note
Beyond the Trend: Building Brands with Staying Power - A Free Folk Agency x Ivy Talent Co networking event, coming to you on Thursday, 19 June.
Join us for a live panel discussion where we will dive deep into the importance of the continued evolution to stay relevant in an ever-shifting and fractured consumer landscape.
Other key dates to keep in mind:
Dark Mofo - running from 5 June - 21 June
Tony Awards - 9 June
US Open - running from 12 June -15 June
Vivid Sydney - ends 14 June
FIFA Club World Cup - running from 15 June - 13 July
State Of Origin - ends 9 July
Your reading list for this fortnight
Every fortnight, we’ll share industry news, reports and commentary to add to your reading list, to stay up to date with what’s happening in the world of talent, social media and marketing in Australia and New Zealand.
1 - Because Of Marketing | 2025 Clio Award Winners
If you’re stuck for inspiration this week, look no further than the winners of the 2025 Clio Awards. Designed to honour excellence in advertising around the world, the prestigious awards look to celebrate boundary-pushing marketing, advertising and communications.
2 - BOF | ‘Actual Y2K Brands Want In on the Y2K Trend’
Key insights:
Say hello to "Newstalgia", which blends early-aughts references with a fresh, modern twist. The latest trend is gaining traction among Y2K-born brands, including Milani, Ugg and True Religion.
The rise of AI, economic and political uncertainty, and Gen-Z’s craving for authenticity are fueling consumer interest in brands with real history.
Success hinges on balance: brands must nod to the past while innovating through strong product, clear identity, community engagement and smart social strategy.
3 - Vogue | ‘When a viral beauty brand is finally sold everywhere, can it still be cult?’
Key insights:
With the acquisition of Rhode by Elf, it’s worth reflecting on what exactly makes a brand ‘cult’ and whether it relies on a level of exclusivity. When it comes to beauty, are consumers being driven by the scarcity principle, that things that are harder to get are just more attractive?
In a world obsessed with quick consumerism and the next big thing, just because something is everywhere, it shouldn’t make it less valuable.
Wider/Global Pop Culture Moments and Trends
What Was That? It’s Lorde in Sydney
Image: Rolling Stone
ICYMI, Lorde surprised fans at a fan-hosted event celebrating her upcoming album, Virgin at Mary’s Underground in Sydney.
This pitstop down-under is one of several random, guerrilla-like pop-ups Lorde has been hosting, citing she wants this album rollout to ‘feel alive and spontaneous’. More recently, for her hometown fans in Auckland, she performed for small groups of eager listeners in the bathroom stall of a YMCA, letting people in every 15-30 minutes.
It appears as if Terrence O’Connor, the creative director, photographer and digital strategist whose previous collaborations include Charli XCX (hello Brat wall!), Troye Sivan and HAIM is likely at the helm of Lorde’s unorthodox, noise-making strategy.
The Rhode to Riches: Hailey Bieber’s Billion Dollar Deal
Image: Yana Yatsuk
Hailey is defying all initial scepticism about Rhode being “just another celebrity beauty brand,” having recently celebrated a huge milestone in the business’ journey.
Rhode has been acquired by e.l.f Beauty for $1 billion, with Hailey Bieber remaining Chief Creative Officer, and Head of Innovation of Rhode as well as stepping in as Strategic Advisor to e.l.f. Beauty.
Evidently, Hailey is reaping the rewards of remaining on the pulse through aligned ambassadors, innovative products and viral pop-up moments - the foundations from which her avid, cult audience has been built.
Dancing with the Stars: Alix Earle & Robert Irwin
Image: ABC
Social media superstar Alix Earle has joined our home-grown national icon Robert Irwin as the next celebrity contestant on the US’ 34th season of Dancing with the Stars.
This announcement is telling of growth in the creator economy, with Alix’s social media stardom rocketing her to these kinds of opportunities. Fans are excited to see her take the TikTok dances to the ballroom floor!
Marketing Moments
A launch that was… bananas, Jacquemus’ boutique launch on Melrose Avenue was nothing short of a masterclass in storytelling and spectacle. The brand which is forever changing how luxury retail influences and moves through culture, created a new space which was less focused on transaction, and more on curation and mood. Featuring a giant banana on wheels, designer Simon Porte Jacquemus, time after time proves to us it’s not just about selling the product, it’s about selling the story and vision.
A loyal fan is invaluable in any business, but especially when it comes to artists in the music industry. The ability of Spotify to recognise and respond to their audience so strongly in their latest campaign isn’t just about understanding what they want, it’s representing them entirely, emulating not just their favourite artists in their latest campaign, but the fans themselves.
They said it best… “this is more than just a marketing campaign—it’s a visual love letter that brings audiences deep into the cultural heart of seven major global fandoms”.
Henne’s Founder Campaign
Melbourne label Henne is no stranger to the Aussie fashion girls with their finger on the pulse. Co-founded by content creator Nadia Bartel in 2019, they’ve continued to assert themselves as a cult brand over the past few years, with their latest Founder campaign quickly capturing our attention at Free Folk HQ.
Spotlighting authentic brand advocates and leaning into the founder-led content that has consumed our feeds this year, they profiled the likes of Maddison Sullivan-Thorpe, Anika Joshi-Smith and Joanna Fleming, co-hosts of the Style-ish Podcast, and Kelsie Gaffey, founder of Gracie's Wine Room.
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