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Dear recipient,

This is our last newsletter before the summer holiday! And trust us, it’s a special one:

A deep dive with one very clear conclusion: Social media is becoming social again. Across lifestyle, travel, wellness, interiors and entertainment, the biggest trends weren't necessarily the most polished or produced. They were the ones that made people feel connected.

🏡 Home & Interior: Comfort became aspirational.

Over the past year, some of the strongest-performing conversations centred around home. Not luxury homes. Not expensive renovations. But homes that felt lived in.

Before-and-after transformations, IKEA hacks, cozy corners, seasonal decorating and Wabi-Sabi aesthetics repeatedly captured attention. The aspiration shifted.

People no longer seemed interested in perfection. Instead, they wanted homes that felt warm, calm and personal. The dream home became less about how it looked and more about how it made you feel. Perhaps that is why even budget-friendly decorating content performed so well.

People weren't looking for perfection.They were looking for comfort.And maybe a slightly bit of escapism. 

✈️ Travel: The little moments became the story.

Travel also changed. For years, social media encouraged us to chase destinations.

This year, creators increasingly documented something else entirely. Convenience stores. Local snacks. Snowy mornings. Coffee stops. Train rides. Small interactions with strangers. The content that resonated most wasn't necessarily the most exotic destination. It was the feeling of being there.

Creators invited us into the experience rather than simply showing us the postcard version. Travel became more emotional and immersive. The destination still mattered.But the moments in between mattered even more.

💪 Health: Wellness became softer.

If there is one thing the health category taught us this year, it is that people are becoming gentler with themselves. Instead of dramatic transformations, creators focused on small, sustainable habits. Daily walks. Morning routines. Mental health. Women's health. Personal growth. The content that resonated wasn't intimidating. It felt achievable. Perhaps the biggest wellness trend of all was the idea that small things matter. A walk around the neighbourhood. A few minutes of movement. A better breakfast. An earlier bedtime.

Wellness became less about changing your life overnight and more about making everyday life feel a little better.

🎥 Lifestyle: Ordinary life became content.

Perhaps no format defined the year better than the everyday vlog.

Shopping. Cleaning. Cooking. Running errands. Making coffee. Nothing spectacular happens. And that is exactly why people love it. After years of highly curated feeds, audiences increasingly rewarded creators who showed the in-between moments.

The ordinary became interesting again. People wanted content that felt familiar and recognisable.Content that reflected their own lives.

⚽ Culture & Entertainment: Participation won.

Throughout the year we also saw one clear behavioural shift. People increasingly wanted to participate. Whether it was dance challenges, creator series, internet theories or viral social moments, the trends that performed best were the ones people could join. Comment on. Recreate. Share. Be part of. The most successful creators weren't simply broadcasting content. They were building communities.

✨ So, what have we learned after a year of observing Nordic social media?

People are craving comfort. They're craving community. They're craving personality.

And perhaps most of all, they're craving content that feels human. After years of perfection and aspiration, social media seems to be moving back towards something much simpler: Real people sharing real moments. Something Organic content shows the best. And judging by the trends we've seen over the past year, that's exactly where audiences want to be.

Thank you for joining us every Tuesday this year.

We'll see you after the summer.

Have a wonderful summer.

Team TRNDSET 🏖️

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