Dear recipient 

Welcome to another week of Trending Tuesday. Your weekly curated overview of what’s trending right now on Nordic social media 🔥.

Made using our new Insights Assistant on TRNDSET.

🏃 Trail & Ultra Running

Trail and ultra-running content is increasingly moving beyond performance metrics and becoming story-driven content centered around endurance, nature and personal journeys 🌲✨ Especially since Rachel Entrekin won the Cocodona 250 ultra-marathon this month.

Creators are blending long-distance training updates, race previews and reflections with scenic visuals, turning running into immersive storytelling rather than just sport.

Gear reviews from brands and practical advice around pacing, recovery and training add utility, while community runs and charity initiatives strengthen the social side of the trend 🤝

🍰 Home Baking

Home baking content continues to thrive across TikTok and Instagram, where creators blend traditional Nordic flavors with modern twists and highly shareable recipe formats ✨

Classic ingredients such as cardamom, rhubarb and lingonberry are increasingly being reinvented through seasonal desserts, indulgent hybrids and creative takes on familiar favorites.

Step-by-step tutorials, recipe carousels and snackable baking videos make content feel both aspirational and easy to recreate at home 📱🧁 Proving that traditional flavors continue to find new life through digital storytelling 🤍

✨ Skincare: Glow-First Routines

Skincare rutines is going upwards in the trend forecast, driven by hydration, SPF and accessible everyday routines ☀️🧴✨

Creators are increasingly blending ingredient education with lifestyle aesthetics, turning topics like hyaluronic acid, niacinamide, retinol and ceramides into highly engaging content.

Formats such as GRWMs, tutorials and product demonstrations make skincare feel less clinical and more like an everyday ritual rooted in self-care and routine are performing the best 🤍

🏠 Home Interior: Nordic Cozy Living

Nordic interior content continues to blend minimalism with “hygge”, creating cozy, mood-driven spaces centered around warmth and everyday comfort 🕯️

Seasonal styling plays a major role, with creators sharing festive decor, natural textures and calming home transformations that make aspirational spaces feel more accessible. Room makeovers, DIY tutorials and thrifted finds are increasingly turning home inspiration into practical storytelling rather than polished perfection 🪵🌿

📱 Format Spotlight: DIY Transformation

One of the best-performing content formats right now is not tied to a specific category. It’s DIY Transformation content ✨

Across TikTok and Instagram, creators are using before-and-after storytelling to turn everything from home renovations and thrift flips to recipes and beauty routines into highly engaging content.

And the numbers are hard to ignore: over 20.3M engagements generated across 9,090 posts in the last 30 days alone 👀

The format thrives on visual satisfaction. People simply love seeing something transform from “before” to “after” - and the bigger the contrast, the stronger the emotional payoff.

See here how tradgardstompa does it 🤩

Why does it work?
What makes the format especially powerful is the balance between aspiration and utility. Instead of only inspiring viewers, creators provide step-by-step guides that make the result feel achievable.

This also makes content highly saveable and shareable, turning passive scrolling into future inspiration and action 📲

The strongest performers are currently appearing almost equally across Instagram and TikTok, making it one of the most versatile formats across platforms.

Hope you enjoyed the read.

See you next Tuesday

Team TRNDSET 🥳

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