As summer approaches, so does a wave of evolving cultural trends and shifting consumer behavior. From viral TikTok phenomena to global sporting events, the summer season is a dynamic landscape where cultural relevance can change in an instant.
Looking back at Summer 2024, we saw trends like “Brat Summer”—a rebellious aesthetic inspired by Charli XCX—blend fashion, attitude, and lifestyle. The “Demure” content style emerged overnight thanks to TikToker Jools Lebron, shifting the tone of online engagement. Viral food trends like “girl dinner” and cottage cheese recipes transformed what people ate. And set-jetting, sparked by shows like The White Lotus, sent travelers flocking to TV-famous destinations. These weren’t just fleeting moments—they were cultural flashpoints that brands could tap into for real-time resonance.
Traditionally, brands have relied on tentpole marketing—preplanned campaigns around predictable seasonal events. But today’s cultural environment demands more. While planning remains critical, brands also need the confidence and tools to respond quickly when new moments arise.
That’s where Sightly comes in.
Our technology constantly monitors real-time news and social chatter to detect emerging trends and align your media approach to your brand’s unique values and voice. You don’t just see the trend—you understand if and how to respond. Whether it’s capitalizing on the latest BBQ food craze, highlighting a sustainable product line, or jumping on a fashion revival like jelly sandals or “Brat Green,” Sightly’s Brand Mentality® technology equips you with the agility to engage authentically, strategically, and at speed – placing your brand alongside trending YouTube content, targeting relevant TikTok hashtags, or aligning with timely articles through programmatic to show up in the moments that matter most.
Looking back at 2024
The summer trend cycle is unpredictable—but full of opportunity for brands that can move with cultural momentum. Here’s how some of last year’s unexpected trends created space for bold, real-time brand activation across industries:
Brat Summer Aesthetic
‘Set-Jetting’
Plant-Based Grilling
Embracing Natural Hair Textures
What do these all have in common?
None of them were on a media plan six months in advance. But all of them were cultural moments your brand could’ve owned—with the right platform that gives you both intelligence and agility.
As we head into Summer 2025, we can’t predict every viral moment—but we can prepare your brand to be the first to show up meaningfully when it matters most. Let’s make sure you don’t miss the next moment.
Here are Sightly’s strategic thought starters on how to stay ready and stay relevant this summer:
Activate on YouTube
Because last summer, we saw… Audiences flood to YouTube for everything from BBQ hacks to set-jetting travel vlogs – this summer…
Utilize YouTube video placements powered by Sightly’s Brand Mentality® data, tapping into:
- Audience personas built around emerging seasonal behaviors (eco-conscious grillers, trend-chasing travelers, nostalgic fashionistas).
- Curated SmartLists of trending and relevant summer-related content from travel diaries, party planning ideas, to summer styling hauls.
- Real-time optimizations to shift spend as new trends emerge, ensuring your message stays aligned with the most relevant summer content.
Launch short-form, UGC-inspired creative using formats like Shorts, Bumpers, and Skippables to mirror viral creator styles.
Activate on TikTok
Because last summer, we saw…Jools Lebron’s “Demure” trend, Charli XCX’s “Brat Summer” aesthetic, and viral food content like “Girl Dinner” and cottage cheese hacks shift the tone of the platform overnight.
So this summer…
- Use Brand Mentality® to monitor trending hashtags and audio, identifying cultural flashpoints early and scoring them for brand alignment.
- Activate quickly by leveraging Spark Ads—boosting relevant UGC or creator content that naturally aligns with your tone, without the need for lengthy production timelines.
- Pair creator collaborations with authentic trend participation that seamlessly blend into the feed.
- Use TopView placements to keep your brand top of feed and top of mind, especially around peak seasonal tentpoles or during emerging trend spikes.
Activate on Pinterest
Because last summer, we saw…Users plan their summer around “brat green” outfit inspo, set-jetting vacation ideas, and natural summer hairstyles, turning cultural moments into curated boards—and ultimately, purchases.
So this summer…
- Use Brand Mentality® to identify the season’s most-searched visual themes, from plant-based BBQ recipes to ethereal vacation aesthetics, and align your messaging to what’s inspiring action.
- Target shoppers actively browsing summer content tied to trends like plant-based recipes or sustainable fashion.
- Tap into Shopping Ads and Collection Ads to showcase multiple products that reflect the aesthetic and purpose behind trends similar to “cottagecore summer” or “clean beauty.”
Activate on Livestreaming
Because last summer, we saw…Fans tuned in live to summer sports events like MLB games, global tournaments, and even music festivals.
So this summer…
- Sightly’s livestreaming solution lets you stay in the moment with customizable picture-in-picture (PIP) units that surround live and 24/7 sports content, letting your brand show up alongside the action.
Activate on CTV
Because last summer, we saw…
Viewers leaned into summer streaming from wanderlust-worthy shows, to BBQ competitions, music documentaries, and throwback fashion content that echoed TikTok trends. Whether it was inspiration for a trip, a new look, or a lifestyle shift, people let what they watched shape how they showed up all season long.
So this summer…
Sightly makes it easy by doing the heavy lifting for you—packaging up summer into a Deal ID built for CTV.
- We’ve already scored and curated tone-aligned summer inventory, all you have to do is plug in your creative
Want to customize it more? We can tailor the Deal ID to reflect your Brand’s unique perspective on summer.
Reach out to us to learn more!