People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

With its focus on authenticity and humour, TikTok isn’t the most conducive channel for branded content. However, ultra-low-cost carrier Ryanair is embracing the creativity of the social media platform through its witty videos, which have been extremely well received by the public.

With the stigma associated with discussing mental health on the decline, Gen Zers are finding a creative and emotional release in ‘trauma memes’. Viewing these videos and photos can be a reassuring experience for young internet users, but revealing dark secrets online is nothing to take lightly.

As the ‘Kardashian effect’ transforms perceptions of beauty, some are thinking twice about the wider implications on body image and class segmentation. Conscious of how celebrity culture influences unrealistic beauty standards, they’re turning to humour as a coping mechanism.

Tired of invasive 'tweakments' and miracle products, videos tapping into the power of subliminal messaging as a way to achieve aesthetic beauty goals are gaining traction online. Taking the law of attraction in its literal sense, people are manifesting everything from better skin to ideal bodies.