Trending Tuesday: The 10 Brands Driving the Most Engagement in July 💪
Dear recipient
Trending Tuesday runs a bit longer this week.
In this edition you will find:
🚀 This weeks trends
🚀 Bonus Insight: How to Break the Wall with First-Party Data
We made the decision, as we thought you might find the case both interesting and useful for your own work 🥳
This weeks trends
As always, welcome to another week of Trending Tuesday. Your weekly curated overview of what’s trending right now on social media with a focus on the nordics - made using TRNDSET.com
Everything is based on real-time data so you can stay ahead of the curve 🏌️
Fashion & beauty: If you continue reading into our bonus section, you will see that what converts a sale might differ based on income group. Which is also visible as a topic within fashion this week is “Discount codes for fashion deals”. If we look at the most performing brand within fashion since last week, it is actually the beauty brand HUDA beauty used in GRWM formats.
Tech: This week “Competitive Gaming Engagement and Analysis,” with livestreaming and interactive commentary formats on Twitch and YouTube is trending. Key engagement drivers: live reactions, multiplayer challenges, and in-depth game analysis, particularly around new releases and DLC (Downloadable content post releases). Blending gameplay with real-time audience interaction to build learning communities.
Home interior: Maybe you thought about changing your bathroom, if so, you are not the only one. This week, “Elegant Bathroom Renovations” are trending. Focus is on functionality and personal comfort with beautiful design and high quality materials. The activity is predominantly on IG with 75% and only 25% on TikTok.
Food: Creme is trending, delicious as it comes, creators are highlighting the versatility of the product. Creme in a bowl with berries or summer dessert like pavlova and no-bake cheese cake. Creme and berry season does seem to go hand in hand, as creators put an emphasis on the possibility to support locally produced fruit and berries in their content.
The top 10 brands in Denmark who had the most engagement in July 2025.
Matas
FCK
Arla
Brøndby
F.C Nordsjælland
Lego
Valsølille
Røde Kors
Kræftens bekæmpelse
Carlsberg
🚀 Bonus Insight: How to Break the Wall with First-Party Data
Last week, we joined the Marketing Agenda conference in Aarhus, Denmark, where our we shared findings from a recent case study.
It turned out to be a packed session - so much so that the doors had to be closed once the room filled up. (We love what we do, but we didn’t expect that kind of demand!) Since not everyone could be there, we wanted to share some of the highlights with you.
🔍 The Case: What First-Party Data Reveals
We explored what happens when you dig into first-party data, looking at:
Which videos people were exposed to
Which influencers they follow
How much of each video they watched
How they engaged (likes, comments, shares, etc.)
Then, we combined this with demographic insights like income and purchase behavior.
Our focus: 25-30-year-old, higher-educated women on Instagram from Denmark (but it could be done anywhere), paired with survey data on their income and buying habits. The data came from the videos they viewed in week 26 of July 2025.
Findings
Our respondents viewed over 180 videos and spent an average of 94 minutes on Instagram a day. We observed a clear correlation between income level and conversion rate. Those earning above 45,000 DKK purchased the most. Surprisingly, the second-highest purchasing group was not the second-highest earners, but those further down the income ladder, earning 30,000–35,000 DKK.
What drove conversions?
Based on the videos they watched — and therefore their algorithmic interests — higher earners were exposed to content centered on premium lifestyle, wellness, and travel, often with strong storytelling. The second-highest purchasing group also viewed lifestyle content (food, events, travel, and fashion), but for them it was campaigns, clear offers, and discounts that drove conversions.
Does it pay off to have your brand promoted by creators?
Yes and no. In general, exposure did align with conversion rate: 100% of respondents were exposed to Charlotte Tilbury (whether organically or via paid collaborations), and 85% had purchased the brand.
What stood out, however, was that some brands with low exposure still achieved high conversion rates. For example, in our respondents’ case, Maybelline had relatively low exposure (around 35%), yet over 75% had purchased its products.
Hope you enjoyed reading it - see you next week☺️
Team TRNDSET
Real people behind Trending Tuesday
People are asking: Is this written by an AI? The short answer is "no". It's written by the smart team behind TRNDSET.
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