What’s behind the rise of ‘yearnposting’?

©showstudio (2023)

REPORT

13 Nov 2023

Over the past year, a new social media trend has emerged on platforms including TikTok, Twitter, and Instagram. Dubbed ‘yearnposting’, the trend sees digital natives profess longing and melancholy against a cozy backdrop. How can brands tap into this wellness trend to support people’s mental health?

Sector
Communications
Location
United States

Michelle Santiago Cortés

Michelle Santiago Cortés is a New York-based freelance digital culture writer and contributor to The Cut, who coined the term ‘yearnposting’.

Nicté Valenzuela

Nicté Valenzuela is a digital creator and writer, and the proprietor of yearnposting account @nicté, who boasts 19,400 followers on TikTok.

Juno Kelly

Juno Kelly is a London-based journalist focusing on internet trends and subcultures. Her work has appeared in The Cut, Vogue, Vice, The Independent, i-D, The Fence, Service95, and more.

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