Brands today must be willing to take creative risks on social media to stay culturally relevant. Social platforms (especially TikTok) are where culture is now born and trends take off – in fact, 90% of consumers use social media to keep up with trends and cultural movements, far more than any other medium. Riding the wave of trending TikTok sounds is one such risk that can pay dividends. When a brand jumps on a viral audio meme or song early, it gains algorithmic visibility (TikTok’s algorithm tends to boost videos using popular sounds) and signals cultural fluency to its audience. TikTok’s own 2025 trend report even urges marketers to embrace “untapped tools… and take more exciting creative risks than ever before.” In short, leveraging trending sounds lets a brand showcase personality, spark emotional engagement, and join in on the internet’s inside jokes – keeping the brand relatable and top-of-mind. Below is a roundup of currently trending TikTok sounds, each with the trend explained and tips on how brands might use them for storytelling, product demos, etc.
“The Summer I…” (TSITP intro)
Creators finish “The summer I…” with funny or heartfelt recaps.
Brand use: Seasonal storytelling, summer campaigns, playful honesty.
“August” – Taylor Swift
Used for nostalgic montages + Swift/Kelce engagement nods.
Brand use: Emotional summer wrap-ups or playful pop-culture tie-ins.
“Nothing Beats a Jet2 Holiday”
Cheeky UK jingle mashup, used ironically for travel fails.
Brand use: Travel/retail brands lean into expectation vs reality humor.
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“Illegal” – PinkPantheress
Handshake meme audio; shows opposites or complements meeting.
Brand use: Highlight product combos, partnerships, or brand duality.
Nuthin but a G Thang x Without me
Countdown reveal using your fingers to go from 1-4
Brand use: Countdown to product reveal
Social media can be great and all, but Cracker Barrel really tested the limits of active online users. When the chain revealed a stripped-back, modern logo in August 2025, the internet erupted. Nostalgic fans accused the brand of “erasing tradition,” while the backlash snowballed so fast it pulled in political heavyweights – including Donald Trump, who blasted the change as “woke” in a viral post.
Within 48 hours, the outrage had tanked nearly $100M off the company’s value and forced Cracker Barrel to retreat, announcing: “We said we would listen, and we have” as they reinstated the old logo. The lesson? Social media isn’t just chatter; it’s an instant feedback loop that can make or break brand decisions at cultural speed.
Cracker Barrel’s attempt to modernise its logo in August 2025 backfired almost instantly. Loyal fans felt the brand was abandoning its heritage, while social media amplified the outrage at lightning speed. The result? Nearly $100M in lost value and a public climbdown within 48 hours, restoring the old logo.
Lesson Learned:
Brand identity lives in consumer emotion, not in boardroom design. Cracker Barrel underestimated how much nostalgia and tradition mattered to its audience — and how quickly online communities can mobilise to defend that sentiment.
Takeaway for Brands:
- Listen Before You Leap – Test bold changes with your community before going wide.
- Respect Emotional Equity – Logos, jingles, and mascots carry cultural weight. Change them at your peril.
- Expect Social Media Speed – Feedback loops are immediate and unforgiving. Have a crisis response ready.
- Balance Innovation with Authenticity – Modernisation should feel like evolution, not abandonment.
- Don’t mess up so bad the President get’s involved (lol)
In a world where one misstep can spark a Cracker Barrel–level backlash and one clever move can make a brand the star of TikTok overnight, you need more than just an agency – you need a partner that understands both culture and performance.
Favoured is that partner. As an employee-owned agency, every team member is invested in your success, blending creative storytelling with data-driven strategy to deliver content that doesn’t just entertain, but converts. Recognised among the top TikTok marketing agencies of 2025, Favoured knows how to harness trends, influencers, and UGC to put brands at the centre of the conversation, while avoiding the pitfalls of tone-deaf or risky execution.
With proven results for global names like Durex, Snag and Teapigs, Favoured combines agility, creativity, and accountability to make sure your brand isn’t just seen online—it’s remembered, loved, and performing where it matters most.
