Can you Really Hate Your Way To The Top?
According to Kendrick Lamar, the answer is a definitive yes. Instagram, however, is still unsure. In case you missed this and other pivotal platform updates this month, Instagram is currently testing a ‘dislike’ button, TikTok is paying creators for award-season content, and brands are cashing in on trends faster than you can say Super Bowl halftime show.
But hey, we’re not ones to gloss over the detail—so let’s break down what’s making waves, what’s worth your attention, and how to make the latest patterns work for you.
📌 Updates You Can’t Ignore
Ever wished you could subtly boo a terrible comment without igniting a keyboard war? Instagram hears you. They’re testing a ‘dislike’ button for comments, but before you start downvoting everything in sight, here’s what you need to know:
💬 Private Feedback Only – Your dislikes are anonymous. No public tallies, no notifications for the person who posted the comment. A silent judgment, if you will.
💬 Shaping Conversations – Instagram’s head honcho Adam Mosseri spilled the tea on Threads that these dislikes might help filter out irrelevant or low-quality comments, pushing better discussions to the top (at least… that’s the aim!).
💬 Testing Waters – IG is currently rolling out the BETA feature to a select group of users, so if you don’t have it yet, sit tight. Or just keep passive-aggressively scrolling.
2. TikTok's Oscars Hub: Lights, Camera… Monetization 💸
TikTok is rolling out the red carpet—literally. The new Oscars 2025 Hub is a glitzy in-app feature designed to make award season extra social. Here’s what they’re offering:
🎬 Cash for Content – TikTok isn’t just watching the Oscars; they’re paying creators for viral award-season content. Look, it’s not an Oscar, but it’s not a bad incentive either.
🎬 Exclusive Access – For viewers, this means more behind-the-scenes footage, real-time reactions, and all the glam—right on your For You Page.
👉 For Creators: This is a massive shift—social-first content is no longer just riding the wave of major events; it’s becoming part of the industry machine. Monetization opportunities are officially growing beyond mere brand deals and ad revenue.
👉 For Brands: The playbook is changing. Traditional sponsorships and ads aren’t enough—audiences want authentic, creator-led conversations around major events. Brands that tap into this (instead of forcing their way in) will see better engagement and cultural relevance.
✅ From blockbuster films to bite-sized viral clips, the line between Hollywood and social media is blurring fast. The ones who bridge the gap will likely own the spotlight.
3. The ‘Death’ of Duo—Marketing Genius or a Flight Risk? 🦉
Duolingo knows how to ruffle feathers online, but this time, it felt personal. In a marketing stunt no one saw coming, they announced the ‘death’ of their beloved (and mildly threatening) mascot, Duo the Owl. But was it a masterclass in driving engagement, or did Duo, for the first time, fly too close to the sun?
In early February, Duolingo killed off Duo, blaming users for skipping their language lessons. While some found it hilarious, others were just confused. Then, in a dramatic twist, Duo was resurrected under the tagline, Legends never die.
The engagement? Massive. The internet? Divided.
Why It Worked (For Duolingo, At Least)
🤝 They Can Get Away With It – Duolingo’s entire social media persona is chaotic good. This was totally on-brand.
🤫 It Played Into an Inside Joke – The internet has been meme-ing Duo’s relentless reminders for years. This stunt just cranked the joke up to 100.
😮 They Engineered a Viral Moment – Social media thrives on spectacle. The more dramatic, the better.
But Would This Work for Every Brand? Absolutely Not.
🚫 Context Matters – Imagine a mental health app announcing the “death” of mindfulness. Not the vibe.
🚫 Tone is Everything – If a brand hasn’t been playful from the start, this would land as confusing—or worse, distasteful.
🚫 Viral ≠ Business Impact – Attention is great. But does it translate to app downloads? That’s still TBD.
The Takeaway 👇
Going viral is fun, but not all brands can resurrect themselves from the dead as easily as Duo. This strategy is for brands with a strong, established persona and a deep connection with their audience.
If your brand personality is defined by humor, surprise, or disruption—bold, story-driven stunts can pay off. The key? Consistency, cultural awareness, and always, a clear comeback plan.
Not all viral moments are created equal. Some trends take off because they tap into deeper cultural touchpoints. Others misfire because brands ignore the context that makes them relevant in the first place.
4. Kendrick Lamar’s Super Bowl Dance Challenge
On the topic of trends done right, you couldn’t beat a case study like Serena Williams x Superbowl 2025. When Serena Williams took the stage with Kendrick Lamar, her effortlessly cool dance moves sparked a viral challenge.
On the surface, it was just a fun halftime moment. But what made it really take off?
Remember, Virality Is Fueled by Relevance.
Before hopping on a trend, ask yourself:
❓ Does this actually make sense for our brand?
❓ Are we adding value, or just chasing clout?
❓ Is this tied to a cultural moment we understand?
Not every trend is yours to claim. The brands that get this are the ones that win the internet. It’s about knowing your brand and the role(s) you do and don’t play for your audience. This becomes your roadmap for identifying the right trends and the right platforms to prioritize, that is, if you want to communicate your message most effectively.
Need help navigating trends and developing a cross-platform content strategy? Hit reply 📧 and we’ll you through our 1DS Max Growth service, tailored exactly for this purpose.
5. Why “Coffee with My Younger Self” Works
If there’s one trend proving that everyone loves a little introspection, it’s “Coffee with My Younger Self.” The setup is simple. You sit down with an imaginary past version of yourself and offer advice, reassurance, or a reality check.
Don’t Forget: Give Credit Where It’s Due.
The “Coffee with My Younger Self” trend didn’t appear out of nowhere. It comes from a poem by Jennae Cecelia, whose words sparked the movement. The internet has a history of erasing original voices, but like we always say, if you know better, do better — if you’re joining in (and you should), tag, credit, and acknowledge Jennae Cecelia.
Until next time.
. . .
Head of Communications, 1DS Collective
