Is GEO the New SEO? What It Is and How You Should Optimize for It

Search engines are changing. Instead of giving a list of websites, many now give direct answers using artificial intelligence. These new tools are called generative engines. This change is affecting how websites are found. Traditional search engine optimization (SEO) is no longer the only method. A new approach, called Generative Engine Optimization (GEO), is becoming part of the search experience. Understanding the difference between GEO and SEO is important for anyone who creates content. Both are still used, but they work in different ways.

Is GEO the new SEO?

GEO isn't replacing SEO—they're more like teammates than rivals. SEO helps your content show up in regular search results, while GEO helps it appear in AI-generated answers.

When you ask a question on ChatGPT or see a Google AI Overview, you're interacting with a generative engine. These tools don't just link to websites—they create answers by pulling information from multiple sources.

This changes the game for content creators. It's no longer just about ranking #1 on Google; it's also about having your content selected by AI to create answers.

The term "GEO SEO" describes using both methods together. While they serve different purposes, they complement each other in the modern search landscape.

What is GEO?

Generative Engine Optimization (GEO) is the process of making your content AI-friendly so it gets used in answers from tools like ChatGPT, Google's AI Overviews, and Perplexity.

Unlike SEO, which focuses on ranking websites, GEO focuses on getting your content cited or included in AI-generated responses. Success in GEO means your information appears directly in the answer, often without users needing to click through to your site.

Think of it like this: SEO is about getting your restaurant on the map, while GEO is about getting your recipes featured in a cookbook. Both increase visibility, but in different ways.

What makes GEO different:

GEO vs. SEO: key differences and similarities

GEO and SEO might sound similar, but they work differently. Here's a simple breakdown of how they compare:

FeatureTraditional SEOGenerative Engine Optimization
Main goalRank higher in search resultsGet cited in AI-generated answers
Success metricsRankings, clicks, trafficAI citations, inclusion in answers
Content focusKeywords, backlinksClear facts, structured data
User journeyUser clicks your linkUser sees your info in AI answer
Technical needsSite speed, mobile-friendlySchema markup, entity tagging

Both approaches value quality content and user relevance. You can optimize for both at the same time, which is why "GEO vs. SEO" isn't really the right way to think about it. They're complementary strategies.

SEO helps users find your website through traditional search. GEO helps your information reach users through AI interfaces. Together, they cover more of the search landscape than either could alone.

Industries like healthcare, finance, and education might benefit most from GEO since they provide factual information that AI systems often reference.

AI systems like ChatGPT don't read the web the same way humans do. They process information using large language models that recognize patterns and relationships between words and concepts.

When someone asks a question, the AI looks for content that contains clear, factual information related to that topic. It prefers content that's well-structured, up-to-date, and comes from sources that demonstrate expertise.

"Entities" play a huge role here. An entity is a specific person, place, thing, or concept that AI can recognize—like "iPhone," "New York City," or "climate change." When your content clearly identifies entities and explains their relationships, AI can better understand and use it.

Here's how the process typically works:

Geographic SEO principles also apply here. When content includes clear location information, AI can better match it to location-specific queries.

Steps to optimize content for GEO

1. Focus on entities and structured data

Entities are the building blocks of how AI understands content. These are specific people, places, organizations, or concepts that have distinct identities. For example, "Nike," "climate change," and "Taylor Swift" are all entities.

To optimize for entities:

Structured data gives AI extra context about your content. Using schema markup (code added to your website) helps AI understand what type of information you're providing.

For example, adding Article schema tells AI systems that your content is an article with an author, publish date, and headline—not a product page or recipe.

2. Create clear, factual content

AI systems love content that provides straightforward facts and clear explanations. They're designed to find and share accurate information.

When creating content for GEO:

Avoid vague statements, exaggerations, or unsubstantiated claims. AI systems are getting better at recognizing and excluding low-quality or misleading content.

For example, instead of saying "our amazing product is the best on the market," say "our product features 24-hour battery life and weighs 3.2 pounds."

3. Structure content for easy understanding

How you organize your content matters as much as what you say. AI systems can better process information that follows a logical structure.

Effective content structure includes:

This approach helps both AI and human readers. When information is well-organized, AI can more easily extract the relevant parts to include in answers.

4. Apply geographic SEO principles

Geographic SEO still matters in the AI world. When content includes clear location information, AI can better match it to location-specific queries.

For local businesses or region-specific content:

This helps AI understand the geographic context of your content, making it more likely to be included in answers to location-based questions.

5. Monitor and adjust based on results

Unlike traditional SEO, there aren't many established tools for tracking GEO performance. But you can still monitor how AI systems use your content:

When you notice patterns in what gets included or left out, you can adjust your content strategy accordingly. This might mean restructuring information, adding more specific details, or clarifying certain points.

Why GEO matters now

AI is changing how people find information online. Instead of clicking through search results, many users now get answers directly from AI systems like ChatGPT or Google's AI Overviews.

This shift is happening fast. More people are using AI tools every day, and search engines are integrating AI features into their results pages.

For content creators and businesses, this means adapting to a new reality. If your content isn't optimized for AI systems, you might miss out on visibility even if you rank well in traditional search.

The benefits of GEO include:

The future of search with GEO

The search landscape is evolving quickly. AI-generated answers are becoming more common, and traditional search results are changing to include more AI features.

In the coming years, we'll likely see:

Search engines are trying to balance the convenience of AI answers with the depth and diversity of traditional results. This creates a hybrid environment where both SEO and GEO strategies are valuable.

The relationship between SEO and geo strategies will continue to develop. They'll likely become more interconnected as search platforms evolve, with techniques from each approach influencing the other.

Combining GEO with your content strategy

Adding GEO to your existing content strategy doesn't mean starting from scratch. Many good content practices already support both SEO and GEO.

At That RANDOM Agency, we approach GEO as an extension of storytelling. Clear narratives with well-structured information help both humans and AI systems understand your content. When information is presented in a logical, factual way, it's more likely to be used in AI-generated answers.

The key is creating content that serves multiple purposes—ranking in search results, engaging human readers, and providing clear information for AI systems.

By focusing on quality, accuracy, and structure, you can create content that performs well across the entire search ecosystem, from traditional results to the newest AI interfaces.

Want to learn how your content can thrive in this changing landscape? Request a proposal to see how we can help.

FAQs about GEO and SEO

How do I know if my content is being used in AI answers?

You can test by entering questions related to your content into AI systems like ChatGPT or Google Search and seeing if your information appears in the answers. Some analytics platforms are also beginning to track traffic from AI sources.

Can small websites compete with big brands in GEO?

Yes! GEO often focuses more on the quality and structure of information than on domain authority. Small websites with clear, well-structured content can absolutely appear in AI-generated answers alongside bigger competitors.

Geographic SEO remains very important. Location information helps AI systems match content to location-specific queries, making geographic signals a valuable part of both traditional SEO and GEO strategies.

Why Private Online Communities Are the Future of Social Media Engagement (And 5 Creative Ways Brands Can Use Them)

The social media landscape is undergoing a significant transformation. Users are increasingly gravitating toward private online communities that offer more meaningful and authentic interactions. Platforms like Discord, Facebook Groups, and Instagram's Broadcast Channels are at the forefront of this shift, providing spaces where users can engage without the noise of public feeds.

This move toward private spaces is a strategic opportunity for brands to foster deeper connections and drive engagement.

The Data Behind the Movement Toward Private Online Communities

Both user behavior and platform innovation are driving the shift toward private digital spaces. Over half of users now prefer engaging in private or semi-private settings—like group chats, forums, or invite-only communities—over traditional public feeds, according to Sendible’s 2024 Social Media Trends Report. This reflects growing fatigue with algorithm-heavy content and a desire for more authentic, meaningful interactions.

Platforms are adapting quickly. Discord, once gamer-centric, now supports over 200 million monthly users across creators, educators, and brands, thanks to its customizable server model and high engagement (Helplama). Facebook, despite broader user declines, continues to see strong activity in Groups, with Meta’s Q4 2024 earnings citing steady or rising participation (Meta).

Instagram has also embraced this trend, launching Broadcast Channels, Close Friends for Feed, and enhanced DMs to promote more intimate, direct communication (Sendible).

These updates show a clear pivot away from mass visibility toward smaller, trust-based communities, giving brands new opportunities to connect in more personal, context-driven ways.

Why This Shift Matters for Brands

Private communities offer brands a unique opportunity to:

5 Nontraditional Ways Brands Can Use Online Communities

When most people think of online communities, they picture support forums or casual fan groups. However, the most innovative brands are tapping into these spaces creatively and unexpectedly beyond standard customer engagement. Here are five powerful (and nontraditional) strategies for using private communities to grow and energize your brand:

1. Run Private Product R&D Labs

Online communities provide a direct pipeline to your most loyal and invested customers, making them the perfect environment for collaborative product development. Brands increasingly create private “labs” on platforms like Discord or Facebook Groups where select customers can help brainstorm new products, vote on upcoming releases, and provide real-time feedback on early prototypes. Not only does this lead to better products that reflect actual user needs, but it also builds deep loyalty. When people feel like they’ve helped shape something, they’re far more likely to buy and advocate for it.

IN THE REAL WORLD: LEGO

LEGO has established the LEGO Ideas platform, inviting fans to submit and vote on new product concepts. LEGO reviews projects garnering over 10,000 votes for potential production. This approach fosters community engagement and streamlines product development by tapping directly into customer creativity.

2. Create Content Co-Creation Hubs

Content creation doesn’t have to be a one-way street. Innovative brands are inviting community members to be part of the storytelling process. Through private groups or Instagram’s Broadcast Channels, brands can invite users to contribute ideas, submit user-generated content, or even help script upcoming campaigns. For example, a beauty brand might post poll options for a new campaign tagline or ask members to test and review an upcoming product. This not only makes content more relatable and authentic, but it turns passive followers into active creators.

IN THE REAL WORLD: SEPHORA

Sephora's Beauty Insider Community is a space where members can share beauty tips and product reviews and participate in discussions. This user-generated content enriches the community experience and provides Sephora with authentic content for marketing and product development insights.

3. Host Micro-Events or Learning Sessions

Think of your private community as a pop-up event space or classroom. Rather than relying solely on public webinars or social media Lives, brands use their private groups to host exclusive, small-scale events. These might include live Q&As with founders, behind-the-scenes factory tours, product demos, or educational workshops tailored to the group’s interests. Because these sessions are invite-only, they create a sense of exclusivity and intimacy that drives attendance and interaction. A bonus? These events often foster a two-way dialogue, allowing you to learn as much from your community as they do from you.

IN THE REAL WORLD: GENERAL ELECTRIC

General Electric launched FirstBuild, a co-creation community that hosts micro-events and workshops to develop innovative home appliances. By engaging directly with users in these sessions, GE accelerates product development and fosters a sense of ownership among participants.

4. Offer VIP Access to Support and Loyalty Perks

Private communities are the perfect environment to recognize and reward your most engaged followers. Many brands use them to offer faster customer support, early access to product drops, or surprise loyalty perks. For example, an e-commerce brand might set up a private Facebook Group where top customers can access a concierge-like support experience, or a pizza truck might share its weekend menu early with a Discord-only community. Gamifying this experience—offering perks based on engagement or referrals—can turn community participation into a badge of honor.

IN THE REAL WORLD: CHARLIE HUSTLE

Charlie Hustle, a vintage-inspired apparel brand, offers its Bleacher Club members tiered rewards, including exclusive event invitations and early product access. This VIP program enhances customer loyalty and encourages repeat engagement. 

5. Test Paid Membership Models Without a Full App

Launching a membership model doesn’t have to start with a custom app or complicated subscription infrastructure. Instead, many brands pilot premium content, early access, or paid perks directly through private communities. Platforms like Circle, Geneva, or even gated Facebook Groups allow you to offer exclusive value, like digital downloads, private coaching, or insider sales, to members who subscribe. This approach lowers the barrier to entry, helps you validate demand, and creates a test environment before scaling the offering to a broader audience.

IN THE REAL WORLD: TRY YOUR BEST (TYB)

Try Your Best (TYB) is a Web3 platform enabling brands to build paid membership communities without developing standalone apps. Brands like Outdoor Voices and Glossier use TYB to offer members exclusive access to product feedback opportunities and rewards, fostering deeper brand-consumer relationships.

How to Choose the Right Platform

PlatformBest ForKey Features
DiscordTech-savvy audiences, gaming communitiesVoice/video chat, customizable servers, integrations
Facebook GroupsBroad audiences, community buildingEvent planning, group insights, moderation tools
Instagram ChannelsVisual content, influencer engagementBroadcast messages, polls, direct engagement
SlackProfessional communities, B2B engagementReal-time messaging, app integrations, file sharing

Final Thoughts: The Future Is Private

The evolution of social media toward private communities reflects a broader desire for meaningful, authentic connections. Brands that recognize and adapt to this shift can cultivate loyal communities, gain valuable insights, and drive sustained engagement.

Are you ready to start building a community around your brand? Reach out to the RANDOM team today. 

Instagram SEO Guide: How to Get Discovered and Rank in 2025

Instagram SEO isn't optional anymore. Here's how to do it right.

Ready to finally rank on Instagram? Spoiler alert: it’s not just about pretty pictures or dumping 30 hashtags on every post. It’s about Instagram SEO – the art and science of making your profile and posts discoverable in Instagram’s search results and Explore page. With over a third of young consumers using it to discover brands (Wordtracker), understanding Instagram SEO isn’t optional – it’s your secret weapon. This guide breaks down what Instagram SEO is, why it matters, and how to master it confidently.

What Is Instagram SEO?

Instagram SEO (Search Engine Optimization) means optimizing your content so the Instagram algorithm understands what you're about and shows your posts to users searching for content like yours. This includes optimizing your captions, hashtags, alt text, and visuals so your profile and content appear in search results.

When someone searches a keyword on Instagram, you want your content or profile to pop up. Think of Instagram as a visual search engine. Your goal? To speak its language using the right signals.

How Instagram Search Works

When you search "interior design" on Instagram, you’ll see:

Keywords matter in all these areas. Your bio, username, caption, and hashtags all help Instagram surface your content to the right users.

The Core Elements of Instagram SEO

Instagram ranks search results based on several factors. Understanding these helps you optimize more effectively.

1. Text-Based Signals

Words matter. The algorithm scans:

Instagram’s head, Adam Mosseri, says the top factor for search ranking is the keywords users type in. You’re more likely to show up if your content contains those keywords. (SEMrush) That means writing descriptive captions and using relevant keywords.

2. Engagement Signals

Instagram also considers how people engage with your content. Posts with more likes, comments, shares, and saves are ranked higher. High engagement tells Instagram that your content is valuable. A Shopify report confirms that Instagram leans on these metrics when ranking content, especially when competition is high.

3. Hashtag Relevance

Hashtags are still helpful, but strategy matters. Instagram recommends using 3–5 relevant hashtags rather than a block of 30. According to Hootsuite, keyword-rich captions often outperform posts overloaded with hashtags. Choose hashtags that are:

A 2022 test by Hootsuite showed that posts with keyword-rich captions and fewer hashtags achieved 30% more reach than those with hashtags alone.

4. Visual and Behavioral Signals

Instagram can detect what’s in your image or video. It also looks at dwell time – how long someone watches or looks at your post. Longer dwell time signals better content. On the Explore page, content that holds a viewer’s attention for more than 5 seconds is more likely to be shown (Hootsuite).

5. Alt Text

Alt text was built for accessibility, but it also helps SEO. Add alt text to describe your image clearly and include keywords naturally. Hootsuite notes that the algorithm reads this information to better categorize your post.

Mastering Keyword Placement on Instagram

Keywords are the backbone of Instagram SEO. But they have to feel natural.

Blend Broad and Niche Keywords

Use a mix in your captions:

This helps you show up in both general and specific searches.

Rotate Keywords

Don’t copy/paste the same captions and hashtags. Change up how you phrase things. Instead of always saying “social media tips for entrepreneurs,” try variations like “how new business owners can improve their social media.”

Hashtag Smarter

Use 3–5 high-quality, relevant hashtags per post:

Keep them in the caption. Hashtags in comments aren’t indexed as strongly (SEMrush).

Don’t Forget Alt Text

Always write accurate, keyword-friendly alt text for your photos. For example: "Overhead shot of a homemade vegan lasagna in a baking dish."

Optimizing Your Instagram Profile

Your profile is one of the most important pieces of real estate. Here’s how to make it SEO-friendly:

Use Keywords in Your Handle and Display Name

Your username should reflect your brand or niche. If your handle is @randomagency, your display name should say something like “Random Agency | Social Media Marketing."

According to Social Media Examiner, your display name is one of the most important fields for SEO.

Example of an Instagram profile optimized for SEO. The username is reallittlemeals.

Write a Keyword-Rich Bio

In 150 characters, explain what you do and who you help. Example: "DIY crafting guru sharing tutorials & handmade inspo."

Choose the Right Category

The profile category (e.g., Entrepreneur, Personal Blog) adds context and may help with discoverability.

Highlight Your Best Content

Use Story Highlights to showcase your value. Label them clearly: “Services,” “Tutorials,” “Tips,” etc. They don’t help SEO directly, but they keep people engaged longer.

Add a Call-to-Action

Prompt profile visitors to act. Example: "👇 Download our free social media guide" or "Watch our latest tips in Reels."

Instagram SEO Tactics That Work

If you’re wondering, “how does Instagram SEO work?” here’s what to do:

Match Search Intent

Create content that people are actually looking for. Use Instagram’s search bar to discover common queries. If "how to style a summer dress" appears, make content around that phrase.

Optimize Profile for Clarity

Audit your profile with fresh eyes. Can someone tell what you offer in 3 seconds? If not, tweak your handle, display name, and bio.

Be Consistent

Stick to a posting schedule and format. Visual and content consistency make you more recognizable and trustworthy. Hootsuite recommends regular posting to stay higher in the feed and search visibility.

Create Engaging Content Formats

Use Reels, carousels, and Stories. Carousel posts with tips get saved and shared more. Reels have high reach potential. Stories with polls and stickers increase micro-engagement. According to Hootsuite, high engagement through stickers or interactive tools boosts your visibility.

Use New Instagram Features

Instagram favors early adopters. Try new tools, effects, or sticker types to get a small algorithmic boost.

Action Steps to Improve Instagram SEO

Here’s how to get started:

1. Write Keyword-Rich Captions: Include one or two phrases people search for. Do it in your own voice. Don’t sound like a robot.

Action: Make a list of 5–10 keywords for your niche. Use them naturally in your next few posts.

2. Use 3–5 Relevant Hashtags: Ditch the generic ones. Choose hashtags that describe the actual content.

Action: Use one broad, one niche, and one branded hashtag in your next post.

3. Optimize Your Profile: Add a keyword to your display name. Add a clear value-driven phrase to your bio.

Action: Edit your profile so it clearly states who you are and what you offer and includes at least one keyword.

4. Boost Engagement: Use Story stickers, post shareable content, and ask questions in captions to increase interaction.

Action: Post a Story with a poll or question today. Watch how engagement changes.

5. Increase Dwell Time: Create content that makes people pause and interact, like carousel tips, checklists, or long captions.

Action: Design one save-worthy post this week. Check Insights for saves and shares.

6. Stay Consistent: Stick to a posting rhythm. Don’t disappear for weeks. Instagram likes active accounts.

Action: Choose a posting schedule (e.g., 3x per week) and set reminders to stay consistent.

Final Thoughts on Instagram SEO

Instagram SEO is all about showing up where your audience is searching, speaking their language, and consistently offering valuable content.

Need some help putting together your strategy? We can help. Reach out to the RANDOM team today. 

Navigating Privacy Changes: Marketing Without Third-Party Cookies in 2025

It's time to talk about the elephant in the room – the death of third-party cookies. But don't worry, we're not here to mourn. We're here to celebrate the dawn of a new era in digital marketing. Let's dive into how we can rock the privacy-first world of 2025!

2025 is the year Google Chrome finally says goodbye to third-party cookies. This means big changes in how we track, target, and measure our marketing efforts. But remember, change is just an opportunity in disguise!

Hard of Soft: What Are Cookies Anyway?

While our stomach still grumbles every time we see the word, "cookies" - in the digital marketing sense - are small pieces of data stored on a user's device by a website. They are used to track user behavior, preferences, and interactions with a site. Cookies help marketers understand how users navigate websites, which pages they visit, and how long they stay. This data can be used to personalize content, target ads, and improve user experience. There are two main types of cookies:

  1. First-party cookies: These are set by the website the user is currently visiting and are used to remember settings, preferences, and login details.
  2. Third-party cookies: These are set by external companies (like ad networks), track user behavior across different websites to deliver targeted ads, and are the type of cookies we’ll be focusing on in this blog article.

Real-World Example: Procter & Gamble

P&G has been at the forefront of adapting to a cookieless world. They've developed a proprietary data management platform called "Consumer Direct" that relies on first-party data. This system allows P&G to create detailed consumer profiles without relying on third-party cookies, enabling them to deliver personalized experiences across their brand portfolio.

First-Party Data: Your New Best Friend

First-party data is about to become your marketing MVP. This is the info you collect directly from your audience through your channels. It's like getting the inside scoop straight from your customers' mouths!

How to rock it:

Creative Idea: Gamified Data Collection

Imagine a beauty brand creating an interactive "Skin Type Quiz" on their website. Users answer questions about their skin concerns, lifestyle, and preferences. In exchange for completing the quiz, they receive a personalized skincare routine and product recommendations. This approach not only provides valuable first-party data but also offers immediate value to the customer.

Contextual Advertising: Back to the Future

Remember when ads were placed based on content, not user behavior? Well, what's old is new again! Contextual advertising is making a comeback, and it's cooler than ever.

Why it's awesome:

Real-World Example: The New York Times

The New York Times has successfully implemented contextual advertising through its "Project Feels" initiative. They use AI to analyze the emotional context of their articles and match them with relevant ads. For instance, an uplifting story might be paired with ads for vacation packages, while a tech review could feature ads for the latest gadgets.

The Privacy Sandbox: Google's New Playground

Google's not leaving us high and dry. They're introducing the Privacy Sandbox, a set of APIs to help us target ads without invading privacy. It's like having your cake and eating it too! 

What to expect:

Creative Idea: Interest-Based Cohorts

A travel agency could leverage Google's Privacy Sandbox to target ads to cohorts of users interested in adventure travel. Instead of tracking individual behaviors, they'd reach groups of like-minded travelers, respecting privacy while maintaining relevance.

Zero-Party Data: The VIP of Data Collection

Move over first-party data, there's a new sheriff in town. Zero-party data is information your customers intentionally share with you. It's like they're handing you the keys to the kingdom! 

How to get it:

Real-World Example: Sephora

Sephora's Beauty Insider program is a prime example of zero-party data collection. Members can take quizzes, create wish lists, and set beauty preferences. This information is then used to provide personalized product recommendations and tailored content, all while building a strong, consent-based relationship with customers.

AI and Machine Learning: Your New Marketing Sidekicks

With less individual data available, AI and ML are stepping up to fill in the gaps. They're like the Sherlock Holmes of the digital world, piecing together clues to understand your audience.

What they can do:

Creative Idea: AI-Powered Content Personalization

Imagine a news app that uses AI to analyze reading patterns and interests without storing personal data. It could dynamically adjust article recommendations in real-time, ensuring each user sees a personalized feed without compromising privacy.

Building Trust: The Ultimate Currency

In a privacy-first world, trust isn't just important – it's everything. Be transparent about your data practices and put your customers in control.

How to build trust:

Real-World Example: Apple

Apple has made privacy a core part of its brand identity. Their "Privacy. That's iPhone." campaign showcases features like App Tracking Transparency and Mail Privacy Protection. By putting privacy at the forefront, Apple has strengthened customer trust and differentiated itself in the market.

Creative Idea: Transparency Dashboard

Create an interactive dashboard on your website where customers can easily view what data you have about them, how it's being used, and options to modify or delete it. This level of transparency can significantly boost trust and engagement.

Wrapping It Up

As we navigate this new era of privacy-first marketing, brands that innovate and prioritize customer trust will thrive. Whether it's P&G's proprietary data platform, Sephora's clever zero-party data collection, or Apple's privacy-centric branding, there are numerous ways to adapt and excel in this changing landscape.

Remember, the key is to view these changes not as obstacles, but as opportunities to build stronger, more meaningful relationships with your audience. By focusing on transparency, value exchange, and responsible data practices, you'll not only comply with regulations but also win the loyalty and trust of your customers in 2025 and beyond.


Ready to revolutionize your marketing strategy for the privacy-first era? Let's chat and cook up some awesome, privacy-respecting campaigns together! Reach out to our team here.

January 2025’s Top Social Media Trends & Memes

And just like that…the first month of 2025 has flown by. 😅 With the first few weeks being filled with tragedy after tragedy, January certainly served as a pretty sobering start to the new year. In terms of the social media world, creators may have spent a little less time this month crafting spectacular new trends, and more time discussing the impending TikTok ban (which did happen, but then Trump said "LOL JK" or something). Despite the looming fear of losing their livelihood and/or favorite pastime, social media users made the most of the beginning of a new year with another round of entertaining content. Let’s dive into January 2025’s top trends and discover insights to keep up the good energy as we slide into a new year of social media madness.

#1: I Don’t Even Think You Really Know What a Bad Day Is…  😩

Starting off strong with a good movie moment, the meme gods (or rather TikTok user @eggo.vsp) gave us a clip from Russell Crowe’s 2020 film Unhinged, where he spouts off “I don’t even think you really know what a bad day is!” after having a very tense conversation with a driver who laid on the horn when he didn’t move at a green light.

Though this scene was anything but funny, creators quickly found a way to let this audio take flight after the original poster shared the clip with the caption, “Parents as soon as you mention the word 'stress.’” The results…well, they’re too good. Check them out below:

@carlylego

I wanted the NES so bad 😭 #lego #legotiktok #legocommunity #legocreator #legos #afol #legotiktoker

♬ original sound - Eggo.vsp • Friends

Disney Channel kids will appreciate this one:

@joejonas

Triggered by accessories

♬ original sound - Eggo.vsp • Friends
@chloeforero

♬ original sound - Eggo.vsp • Friends

Why it works:

New year, same story. We all have little inconveniences and/or deeply held trauma that comes to mind when we hear others complaining about their problems. This trend presented a perfect opportunity for creators to let their “inside thoughts” out and be a little selfish by making light of the things that bug/trigger them.

Creator To-Do:

Look for quick and easy social media trends like this one that require very limited recording and can easily conjure up multiple relatable ideas in your head. We all have bad days and we all possess shared or unshared grievances that would definitely feel good to get out in the open. Go ahead – overshare! The internet probably isn’t forever…

#2: You Know What… Hell Yeah! 🤷

This social media trend gets so many points for relatability, because we were personally cracking up the whole time we were looking for examples of it. TikTok creator @frankiebleau first created this masterpiece before the holidays and turned it into a shareable audio after another user asked for it. From there, the audio took off and spread around all throughout December, spilling over into our hearts in January. We have some insights we’re excited to share about why this trend worked so well. But first, here are some examples that had us “LOL”ing (in a cool way):

@hammymilkk

😀

♬ original sound - Frankie Bleau
@abazenz

#fyp

♬ original sound - Frankie Bleau
View this post on Instagram

A post shared by Liftup Inc (@liftupinc)

Why it works:

OK, so now for the good stuff! This trend is particularly special because of its duality. (Wow, big kid word.) Frankie’s tone has been perfectly translated two different ways, and now it has double the relatability depending on what you need to convey in your video. On the one hand, it’s the perfect way to show your excitement for something positively unexpected that happened to you (e.g. two extra nuggets in your “Happy Meal”, an undeserving tip out of misplaced sympathy, etc.). On the other hand, it can also communicate that humorously depleted sense of caring that occurs when one final inconvenience in a string of many sends you straight into delusion. Like, “Yeah, life is pointless. Send me a vague $4.99 charge, Apple. See if I care!”

Creator To-Do:

When you run into a new trend, take some time to think about any alternate meanings it has that you could capitalize on, and therefore stick out amidst the mass usage of the trend/audio. Social media is obviously so incredibly saturated with “trend this, trend that” that it can become overwhelming and a bit tired. Be bold in your content creation and do your best to find unique ways to participate in trend movements that are looking successful.

#3: 2025 Trend Reporting 📈

The next social media trend may be a little “meta” (no, not that Meta) because we’re talking about, uh, a trend about trends. That said, we must highlight one of the top types of content we saw in January: trend reporting. A multitude of aficionados, nerds and self-proclaimed experts took to social media to share their take on what’s in store for their industry in 2025. Here are some fun ones we came across:

Fashion:

@itsemmygirl

hello 2025!! here are the sneakers that will be trending all year round from as a self proclaimed sneaker addict. there are a few more i couldn’t fit into this vid…pt 2 coming soon?! #greenscreen #sneakertrends #2025trends #trendforecasting #shoes #sneakerhead #styleguide #whattowear @Salomon @adidas @ALOHAS @Nike

♬ original sound - emily

This one is from late December 2024, but this design trend prediction video really gets the idea across:

@barbianaliu

personally i can see brands taking trends on expressing personality with creative design! ✨👀 #designtrends2025 #graphicdesign #branddesign #iOScore #editorialdesign #typography #bauhaus

♬ House Music - Desos

Weddings:

@blbevents

our 2025 wedding trend predictions. how did we do?? #2025weddingplanning #2025weddings #2025weddingtrends #weddingdesignideas #uniqueweddings #modernweddings #weddingplanning #nycweddingplanner #nycweddingplanner

♬ カフェでボサノバを聴く休日 - ya-su

Pop Culture:

@angielachismosa

my 2025 pop culture predictions - let me know if you agree or disagree with them! #greenscreen #popculture #predictions #trends #culturetiktok #2025trends

♬ original sound - angielachismosa

Why it works:

We all love to seem knowledgeable and to talk about the future. That’s the tweet.

Creator To-Do:

While this opportunity doesn’t come around every month, we’d recommend staying on the lookout for ways you/your brand can capitalize on new beginnings – calendar years, seasons (looking at you fashion girlies), industry shifts, etc.

#4: DtMF by Bad Bunny 📸

One social media trend stood out to us as the kind of feel-good, tear-jerker type of content that really pulls at the heart strings. In early January, Puerto Rican rapper Bad Bunny released his new album DeBÍ TiRAR MáS FOToS. The album’s title track, “DtMF”, quickly blew up on TikTok when users began sharing videos/photos paying tribute to their loved ones. The trend originated with many Spanish-speaking users due to the nature of the track, and was transformed into a collage-style CapCut template that took our FYPs by storm. Soon, the lyrics were translated into English and many English-speaking individuals began participating in the trend too, showing their appreciation for Benito’s beautifully written song.

Here are the lyrics that resonated with TikTokers the most in Spanish and English:

Debí tirar más fotos de cuando te tuve

Debí darte más beso' y abrazo' las vece' que pude

Ey, ojalá que los mío' nunca se muden

I should've taken more pictures when I had you

I should've given you more kisses and hugs whenever I could

Ayy, I hope my people never move away

Now I hope you wore your waterproof mascara today, because here are some examples of the trend:

@nadiaedlin

#DtMF #debitirarmasfotos #badbunny

♬ original sound - Shake de fresa
@niamenina

Song and trend makes me miss my favvv #CapCut #badbunny #dtmf

♬ sonido original - 🧃🌹
@lunartranquility

I miss her everyday ❤️‍🩹 #dtmf #badbunny

♬ sonido original - 🧃🌹
@gabrieeelala

DtMF- Bad Bunny

♬ sonido original - 𝙅
@elvissdreams

what a perfect time for this to be a trend when your birthday is next week. the best father i could have ever asked for. time hasn’t made it hurt any less. i love you ito 🩵 #capcut #dtmf #badbunny

♬ sonido original - Michi

Benito himself quickly caught wind of this trend and reacted to it with this TikTok (😭):

@badbunny

tik tok

♬ original sound - Shake de fresa

Following the hype around this song, Bad Bunny and Jimmy Fallon held a perfectly timed disguised busking session at a NYC subway station celebrating the new album. Needless to say, people were proudly and confidently yelling the lyrics to “DtMF” during the set, likely thanks in part to this trend.

Why it works:

This type of trend typically does well because it’s so easy to personalize. You and your loved ones are yours, and no one can take that from you. (If they do, that’s just weird.) CapCut templates are a simple, easy way to go if you don’t have enough time to piece together something like this.

Creator To-Do:

This trend may not be as relevant for many brands in terms of content creation, but can certainly be a good opportunity for community engagement. We saw many comments from large household name brands interacting with these emotional videos and thus positioning themselves as a trustworthy, feeling brand backed by human beings. Don’t be afraid to be a little vulnerable in your content creation and community engagement this next month. It can make a huge difference.

#5: TikTok Recaps 🥲

Hold on, let us grab some tissues… 🤧

OK, we’re back. WHEW. Sorry. *Deep breath*; we’re finally ready to talk about what was almost the end of an era. That is, TikTok being banned in the U.S. and then restored less than 24 hours later. Like we said earlier, between all of the terrible things that happened in January, U.S. creators spent most of their time online discussing the imminent demise of everyone’s favorite COVID pastime.

In true TikTok fashion, this of course led to the creation of many emotionally damaging yet hilarious, nostalgic edits and throwback videos. It was like the 2025 version of Vine compilations (IYKYK). Some of the OG TikTokers either switched their content strategy or simply came out of the woodwork to remind us of the post that made them into who they are now. Kinda wild.

Needless to say, the internet got a little sappy in January, and for good reason. TikTok was the start of many people’s careers, businesses, untapped passions, and more. The idea of it being banned created a mixture of emotions across a generational spectrum. Thankfully, the ban has been lifted (for now) and we plan to cherish TikTok in a whole new way as long as she is around. Here’s a mix of happy and sad content that wrecked us one way or another:

A cute, nostalgic one:

@brooklynandbailey

In honor of TikTok going away…reliving the good ol’ days😭 #tiktok #tiktokban #lockdown

♬ original sound - Nath_Arm

This one was such a ride. *Cries*:

@mrgrandeofficial

5 days left… I’m Mikey Angelo aka Mr Grande and I’ve sincerely enjoyed every second of the community we’ve built on here ❤️ find me else where please 🥺 much love! #tiktok #tiktokban #farewelltiktok #recap

♬ original sound - Mikey Angelo

Don't call. Don't text:

@sammylevitt

If this is really it, thank you all so much for following along what’s been an incredible journey. From baseball…to broadcasting…to “season comes to an end”…I will forever appreciate your support. ❤️ #tiktokban #goodbye

♬ original sound - TikTok’s Sportscaster

A moment for those OG TikTok sounds:

@dottieadams

I’m going to miss this app so much omg #2020tiktok #riptiktok

♬ Moon (And It Went Like) - Kid Francescoli & Julia Minkin

We had sweet recaps like this:

@hummusbirrd

Why is this making me cry 🥲🥲🥲🥲🥲 #lifehacks #lifetips #todayilearned #tiktokban

♬ Everybody Wants To Rule The World X Electric Love - darcy stokes

Why it works:

Few things unite us all like the common thread of social media. Now…don’t get us wrong; it does its share of damage, too. But, being able to create content that sparks joy or nostalgia in so many people from so many different walks of life is truly such a powerful thing.

Call-Out:

Learn to appreciate what was, and be open to what’s next. Even though TikTok was restored even quicker than it left, we know that most social media platforms aren’t forever. While we may not totally agree with the way things were handled with this situation, it did serve as a valuable lesson for brands and creators to learn how to be quick on their feet and know how/when to pivot toward new social media objectives.

So, anyways…

As we wrap up our exploration of January 2025’s standout social media trends, one thing is clear: the online world is very powerful and we who have come so accustomed to TikTok’s many positives are in for an interesting year. We hope you’ll take time to find valuable trends that are inspiring, entertaining, and efficient as you begin planning your next month of content.

Reminder: Award season is upon us, so be on the lookout for any ad hoc posting opportunities from the inevitable memes that are to come!

That’s all for now. Happy trending! ❤️

At That RANDOM Agency, we utilize two of our core values – curiosity and collaboration – to bring you consistent content helping you learn about the great digital landscape and how to operate like a boss within it. Check out our other blog posts on our Random Thoughts page or schedule a discovery call today!

Meet Emma, Our New Project Management Intern

We're excited to have Emma, our new project management intern, on the team!

First, the obvious question: Why did you choose Random Agency?

While searching for an entry-level role or internship a few months ago, I stumbled upon the job posting for That Random Agency. I couldn’t help but think, "Well, that’s pretty random—I like it!" I’ve always been drawn to things that stand out and break the mold, and this immediately caught my attention. Once I clicked on the posting and did some research, I realized I would love to work for That Random Agency. Its core values and mission really resonate with me.

I admire how the agency leverages the power of data, empathy, and curiosity to build meaningful connections—something I deeply value as well. The company’s open-minded approach to creativity and collaboration immediately stood out to me, embodying innovation while staying true to its principles. Additionally, being part of a small business that has achieved such incredible growth since COVID is inspiring—it reflects the resilience of this team. I’m excited about the opportunity to contribute to a company that values meaningful work and continues to make such a significant impact.

Tell us three cool things about yourself.

  1. I’m a DJ—I run my own DJ company, TWINEM, and I specialize in creating unforgettable experiences through music. Music is my passion, and I love using it to bring people together and make every event truly special.
  2. I’m a twin—yes, an identical one! My sister and I run TWINEM together (hence the name!).
  3. Future Real Estate Investor. I’m diving into real estate investment with my partner, Lauren, leveraging our combined skills to make housing more affordable. Our vision goes beyond profit—we’re committed to revitalizing spaces while prioritizing fairness and equity, with the Fair Housing Act serving as a guiding principle in everything we do.

Favorite TV show?

Killing Eve (I’ve rewatched it three times).

If money was no object, where would you go and what would you do?

I would move to a coastal town in Greece or Italy, surrounded by sea views, cobblestone streets, and warm weather. I’d open a sanctuary for cats and dogs, creating a safe haven for stray animals and living on my boat with my partner. My days would be filled with the simple joys of hanging out with the rescue animals, enjoying local food, and soaking in the slower pace of life. 

What’s in your refrigerator right now?

A lot! Turkey and sweet potato bowls as lunch meal prep. Marinating chicken for this week’s dinners. Bananas, avocados, apples, oranges, lemons, chocolate, lettuce, salad toppings. And of course, my Brita for water. 

If you could have a superpower, what would it be?

To communicate with animals. 

What’s your favorite childhood memory?

Going boating every weekend in the summer at a lake in Georgia. We would drive to where we kept the boat and go find a little cove to hang out in for the weekend. My sister and I would explore the beach and the woods and make fires at night to have s'mores. 

Name one thing you wish you could do better.

My ability to focus on a single task for an extended period of time. My mind tends to wander or jump between ideas and tasks, and I’d like to strengthen my focus to be even more productive.

Which three things would you take to a desert island?

  1. My dog - he might be a better hunter than I am!
  2. A practical survival guide - I need my instructions. 
  3. My partner - she can yell at me for bringing her there.

What is the last book you read?

The Creative Act: A Way of Being by Rick Rubin 

What is your favorite account to follow on Instagram?

@heyyyitsmenu because they are my sister and I’s role models when it comes to DJing and creating content for it!

3 Proven Strategies to Boost Pinterest Ad Performance in 2025

3 strategies to boost pinterest ad performance

Pinterest is a visual playground where creativity meets intent, making it a goldmine for businesses aiming to connect with action-ready audiences. With over 500 million monthly users, the platform continues to evolve, offering new ways to captivate and convert. If you want to stay ahead of the curve, these Pinterest ad strategies are designed to help you maximize your ad performance in 2025.

From leveraging advanced targeting to crafting scroll-stopping visuals, these 2025 marketing tips will ensure your campaigns are optimized for success. Now, let's dive into three proven strategies to improve Pinterest ad performance in 2025.

1. Leverage advanced Pinterest ad targeting for precision

2. Create scroll-stopping ad creatives that inspire action

3. Optimize campaigns with data-driven insights

Ready to take your Pinterest advertising to the next level? We specialize in crafting data-driven strategies and creative campaigns that deliver results tailored to your goals. Request a proposal today, and let us help you transform your Pinterest ads into a powerhouse for growth.

December 2024 Social Media Trends & Memes

The December 2024 social media trends buzzed with a mix of festive cheer, year-end reflections, and the occasional dash of drama. For social media folks, December was either a blissful waiting game or a chaotic cluster of last-minute duties. (“Can I have that by EOY, please?”)

While the world grappled with closing out another trip around the sun, social media became a hub for creators and audiences alike to find moments of joy, humor, and connection.

So, what creative waves made a splash on social media during the final stretch of the year? Let’s dive into December’s top trends and uncover insights to keep the creative momentum going as we step into the new year.

#1: “Like a Prayer” Chaotic Carousels 🙏

Introducing possibly the most insane trend we’ve seen in a while. TikTok users had a heyday telling their most laughable, embarrassing stories in the form of a carousel, giving us increasingly shocking details with each slide, with Madonna’s “Like a Prayer” (the choir version from Deadpool & Wolverine) playing in the background. Oh, and did we mention the visuals used are literally just a deranged-looking Muppet named Pepe the King Prawn staring into the abyss, donning a look of horror.

People had a ton of fun with this trend, garnering millions of likes and views, making the most of their worst moments. If you still can’t quite picture it, or you just want to laugh a bit, here are a few good examples:

https://www.tiktok.com/@loulouorange/photo/7445409309304917291

https://www.tiktok.com/@tpain/photo/7446467603859606814

https://www.tiktok.com/@meganchacalos/photo/7445410147511389486 (TikTok's favorite)

Why it works:  Let’s face it… people LOVE drama and laughing at other people’s expense. And hey, as long as the victim of the situation is laughing with you, we say it’s alright to indulge a bit from time to time. This trend is the perfect way to tap into people’s devious sense of humor and truly capitalize on shock factor. Coupling these stories with a dramatic audio like this one just adds to the laughability.

Call-Out:  Look for quick and easy trends like this one that require no filming. All you need is the photo of Pepe and a crazy story to tell. (Pro Tip: Create a few different zoomed in/out, cropped versions of Pepe’s photo to add to the drama.)

#2: What An Odd Thing to Say… 🤔

Whether it’s regarding your loved ones, your life choices, or your career, we’ve all had someone say something kind of off-putting that makes us want to go “What would possess you to say that?” One creative user started a great trend for calling out these odd things using audio from a scene in the 2010 film Alice in Wonderland between Alice and Lady Ascot.

Lady Ascot: “The gardeners have planted white roses, when I specifically asked for red.”

Alice: “You could always paint the roses red.”

Lady Ascot: “What an odd thing to say.”

People related this back to their “WTF”-inducing conversations by stating a fact about their life, responding to themselves with a weird thing to say, and then lip syncing “What an odd thing to say…”

We’re not going to pretend these are funny examples. TBH…they’re all pretty real and sad. But, we recognize there was opportunity (which was probably taken elsewhere) for brands and creators to make this a little more lighthearted and laugh at weird things people have said to them about their business or content. Anyways, here you go:

https://www.tiktok.com/@ellie.talent/video/7447282800891383071?is_from_webapp=1&sender_device=pc&web_id=7416813279790548522
@txunamydiamond

♬ What an odd thing to say - Kari
@theevanfernando

What an odd thing to say... #whatanoddthingtosay #viral #fyp #vent #affirmativeaction #aliceinwonderland #trend #collegedecisions #collegeapps

♬ original sound - WﾉﾚﾚのW

Why it works:  Not dissimilar to our last trend, this one offers a chance for creators to share their unfortunate experiences and for viewers to empathize with and relate to their story.

Call-Out: If you’re a brand or creator, look for trends like this that allow you to pinpoint a common misconception about your niche and call out the odd nature of that opinion you didn’t ask for.

#3: Holding Space / Wicked 💚🩷

Admittedly, this trend originated at the end of November with the release of Wicked: Part One. However, it spent plenty of time in December cracking the internet up and making its rounds on all kinds of brand/creator accounts. In an interview that is now engraved in every theatre kid’s brain, stars Ariana Grande and Cynthia Erivo were informed by their interviewer that a lot of people were “holding space” for one of the musical’s most well-loved songs, “Defying Gravity.” 

As you can see in this playback shared on The View, Cynthia and Ariana seem to be overcome with emotion and thankfulness. Come to find out, both actresses really had no clue what the interviewer was getting at. The moment felt like it was supposed to be special, but no one (including the interviewer) seemed to know how to define what they meant by “holding space.”

Of course, the internet began rubbing their hands together menacingly and with delight at the sight of a new meme. People quickly began poking fun at the interviewer’s use of the phrase by creating content claiming to be “holding space for Defying Gravity” or whatever other random thing they’d like to hold space for in that moment. It’s truly one of those memes where you gotta have the context, and it did manage to confuse a lot of users. Nevertheless, quite the trend.

Here are a few examples that made us giggle:

@carrie.cohenn

we never miss a chance #wicked #holdingspace

♬ Defying Gravity - Cynthia Erivo
View this post on Instagram

A post shared by LANEIGE U.S. (@laneige_us)

View this post on Instagram

A post shared by Girlboss® (@girlboss)

@nycgmc

We’re holding space with defying gravity AND you, Tracy Gilchrist @Out Magazine 💚🫶 These words continue to inspire us even during our vocal warm-ups🎶 @Cynthia Erivo @Wicked Movie @arianagrande @ #gaychorus #nycgmc45 #gaychorus #gay #queer #wicked #wickedpresstour #outmagazine #cynthiaerivo #wickedmovie

♬ original sound - New York City Gay Men’s Chorus

Oh, also, we forgot to mention that this meme was often paired with a cute little picture/video of Ariana holding Cynthia’s finger in an odd way, attempting to comfort her during this (seemingly) forced emotional moment.

Why it works:  Wicked has always been a wildly popular musical, and with the release of Jon M. Chu’s movie version, the internet is still having the best time talking about the little intricacies of the Wicked world. Someone saw that interview and knew that awkward moment had potential, created a post, and made waves on the internet in the best way.

Call-Out: While it may be hard to start the joke, you can always hop on it in whatever way you see fit to relate it back to your content. If you’re a job-related platform like @girlboss, you can find ways to relate it to meetings, interviews or resumes. If you’re a–I don’t know–let’s say…marketing agency, you can implement this trend into something about content creation, working with clients, or using design software. The possibilities are endless with these kinds of joking trends, and we hope you’ll keep an eye out in the new year. (Especially with award season upon us. There’s always something funny that comes out of that.)

#4: 2024 Recaps and Reminiscing ✨

As @reelstips put it on Instagram, some people decided to skip the 2024 montage and make a simple before & after transition video to show how far they’ve come in a year. This presented a great opportunity for creators and brands alike to showcase their growth, their stats and their proudest moments in a fun and creative way.

Here are a few neat examples of this trend. There’s no dedicated audio, but rather just a theme that many creators picked up on and appreciated:

View this post on Instagram

A post shared by Wiep Boers (@wiepboers)

View this post on Instagram

A post shared by Amy Jones | (@ourcrescent_home)

View this post on Instagram

A post shared by Kjerstin Marie (@house_in_oslo)

Why it works:  Over the past few years, it became very common to do a montage of your year timed to a trending audio, creating a highlight reel of your best moments in the last 365 days. While many still participated in this tradition, creators/brands were won over by this “last year vs. this year” trend because it presented a fresh perspective to an already popular trend and required potentially even less effort.

Call-Out:  If you come across a new trend that feels reminiscent of a previously loved one, be sure to consider how it might be beneficial for your social media presence. Not every trend has to be jumped on, but it’s certainly helpful to stay on the lookout for content styles that will send the right message.

Hello, 2025! 👋

As we wrap up our exploration of December’s standout social media trends, one thing is clear: the online world continues to deliver creativity, humor, and connection in ways that resonate deeply (or shallowly) with audiences. From quirky carousels featuring a crazed Muppet to heartfelt before/afters showcasing personal growth, these trends have not only entertained but also offered valuable insights into capturing a new audience and encouraging engagement.

Now, come on, let’s take these insights in 2025. 💪 Remember to look for opportunities to:

And, seriously… get ready for award season! It technically already started at the end of ‘24, but the real biggies have yet to commence. Award season is one of the most lucrative times of the year to catch a good meme, and we believe every social media creator ought to stand ready to jump on the next pop culture trend that arises from these events. They just objectively kill it nearly every time.

And those are the December 2024 social media trends you need to know! Happy new year from That RANDOM Agency! 🎉

At That RANDOM Agency, we utilize two of our core values – curiosity and collaboration – to bring you consistent content helping you learn about the great digital landscape and how to operate like a boss within it. Check out our other blog posts on our Random Thoughts page or schedule a discovery call today!