Takeaway: Dark humor and meme culture do numbers, especially on TikTok.
4. How many aura points did I lose?
Another self-deprecating Gen Z social media trend this year is where the creator posts about an embarrassing moment, asking "how many aura points did I lose?" "Aura points" can be loosely translated to "cool factor." We’re not 100% sure about the origin, but it can most likely be traced back to the basketball and football communities on X where people comment on the "aura" of athletes.
Calm, the wellness app, blended the trend with their self-care focus on this TikTok with the caption, "how many aura points do I lose if I don’t drink any water today?" Netflix also referenced it in a "Bridgerton" promo.
Takeaway: This trend worked well for various niches, brands, and industries because it was highly adaptable and relatable.
5. Moo Deng
Moo Deng is a baby pygmy hippo at Thailand’s Khao Kheow Open Zoo who stole the collective heart of social media this year. She’s cute, sassy, and her name means "bouncy pork." What’s not to love?
Moo deng - 2024 social media memeImage source
The zoo where she lives has trademarked her image and sells Moo Deng merch. But they're not the only ones. She also nabbed a collaboration with Sephora Thailand and a food delivery and ride-hailing company called Grab Thailand.
Takeaway: Moo Deng’s cuteness makes her a powerful symbol with the potential for cross-industry impact from tourism to beauty, to merch, to service-based industries. Whether your marketing is in or out of the box, hopping on a trend that makes everyone happy is a safe bet.
