When a woman telling a story about how her shoes were stolen by a Tinder date went viral on TikTok, it ended up being a fantastic advertising opportunity for the company. The spontaneity and huge reach that followed shows the often unexpected nature of social media when it comes to brand narratives.

A holiday cruise around the world has become the latest Tiktok obsession, as users anticipate the drama that will unfold over its 9-month voyage. People’s desire for organic and spontaneous content may be leading to the creation of an entirely new genre of social media-led reality entertainment.