👯‍♀️ Besties don’t copy, they match

Plus: Australia wants to ban social media for users under 16 and an influencer sues for “vibes.”

Dec 12, 2024

It’s the most wonderful time of the year; BFCM campaigns have been sent, OOO replies are at the ready, and (if you’re lucky) clients are asking to circle back in 2025. ‘Tis the season to clean out your inbox, wrap up your end-of-year reporting, and cozy up with some signals (and a hot chocolate). You deserve it.

In this edition: Influencers are suing each other over vibes, Pinterest Predicts shares upcoming trends and Australia wants to ban social media for children under the age of 16.

By the way, this is our 25th SCAN 👀 CLUB and we’re so grateful for the 3k+ of you who have hit ‘subscribe’ – if you haven’t yet, here’s that button:

Let’s jump in.

📅 CURRENT

Influencer Sues Other Influencer for Stealing “Vibes”

What’s changing?

TikTok content creator Sydney Nicole Gifford is suing (another TikTok content creator) Alyssa Sheil for copying her “entire online vibe.” The two creators met up to discuss a potential collaboration, and afterward, Sheil allegedly blocked Gifford and began posting content that looked “almost identical” to hers. Gifford reported Sheil to Meta, TikTok and Amazon for copyright infringement and sent her a cease-and-desist letter. She is now seeking $150,000 in damages for “mental anguish” and lost income.

Why does it matter?

Gifford filed the lawsuit under the Digital Millennium Copyright Act, which protects copyright holders from online theft. To prove ownership, Gifford actually copyrighted the videos on her social media. Can ownership over an aesthetic be proven? In an industry where trends and fads dictate what performs well, how can creators prove originality, especially when the content is (truthfully) pretty basic?

What could happen next?

It’s hard to imagine a precedent that requires original content from creators. Isn’t the whole point of posting this type of content so that other people buy the products (and, in turn, look more similar)? Is it only “appropriate” to influence if you don’t post your influenced aesthetic online? The creator economy is growing rapidly and it’s expected that people will look like each other – the trend cycle is very real and hard to avoid. Will people start to really stake claim to their style? Or will we see this as the (possible) publicity stunt it is and move on?

Scan-o-meter: 📅 📅 / 5

😲 SURPRISING

Pinterest Predicts Is Seeing Double

Can newsletters get matching nails, too?

What’s changing?

According to this year’s Pinterest Predicts report, search terms for matching couples and coordinating outfits have been on the rise. According to the report, “Besties don’t copy—they match.” Whether it’s dressing on theme with your bestie or getting coordinated nails with your partner, everywhere you look, “matching” is in.

Why does it matter?

Over the past year, we’ve discussed how critical closed communities and close friends are to digital audiences. This natural evolution takes it to the next level, celebrating similarities. It’s not in complete contrast to the originality debate in the previous signal because this signal is still about being original with someone else. Still, it does take a more positive pro-social approach to trends. Could this be a small glimpse into a desire for monoculture?

What could happen next?

We don’t see this signal fizzling out anytime soon. If anything, we have our eyes on this – watching closely for where it evolves next. We’re already seeing brands start to jump on this, like Funko’s POP Yourself option, where you can create one POP that’s you and a second that’s your bestie. How could your brand get involved in the matching trend? Does that look like deals for doubles? Opportunities to celebrate duos, trios, and quads? This could be the start of some entertaining campaigns in 2025.

Scan-o-meter: 😲😲😲😲 / 5

🎯 SPECIFIC

Australia Is Banning Social Media for People Under 16

What’s changing?

Australia may become the first country to outlaw social media use for people under 16. The ban will mean children can no longer access Facebook, TikTok, YouTube, Netflix (randomly), and Instagram. However, children caught using social media won’t be penalized, and there aren’t existing rules around VPN use. Essentially, this law is far from being finalized (or enforced).

Why does it matter?

While there are positives to social media, it’s no secret that these platforms fuel mental health concerns. Lawmakers acknowledge that leaving social media available to all ages puts parents in a position where they need to choose between giving their children access to these addictive devices or seeing their children become socially isolated. The hope is that the ban creates a new norm. The ban concerns some American companies, with X claiming the law is incompatible with international regulations. Of course, when younger kids start using social media, the more time companies have to capture data on them and instill a desire for screen time.

What could happen next?

This ban is yet another signal pointing to our desire to live a simpler life (without these added distractions). In many ways, we are collectively seeking out more pro-social behaviors and experiences while turning away from meaningful scroll time. But is it too late? With so many of us joking about our “fried” dopamine receptors, will we really see the change people crave? For marketers, our job isn’t going anywhere. Social media isn’t going anywhere. But can we create content that helps users feel more secure and connected while on our pages?

Scan-o-meter: 🎯🎯🎯 / 5

🔍 TREND REPORT IRL

Updates from our Trend Forecast

We loved sharing our first Trend Report with you back in January. As the year goes on, we’ll continue investigating signals that further the conversation around our forecast. Here’s what we’re watching this week: