Hundreds of thousands of international fans have descended on U.S. cities for the 2026 FIFA World Cup, posting their unfiltered reactions to things Americans barely think twice about: free refills, Buc-ee’s, Waffle House at 1 a.m. and the sheer scale of a Bass Pro Shops. Boston got so overrun with kilts it’s been nicknamed “New Scotland,” with Scottish fans waking up the neighborhood at 6 a.m. via bagpipes. A German fan named Freddy live-posted his entire road trip through the South, racked up nearly 700,000 followers, discovered Ella Langley on a radio station and eventually made it to her show in Oklahoma City, where she stocked his hotel room with goodies. And then there’s the Japanese tourist who walked into a Mexican restaurant, received free chips and salsa before ordering a thing, and posted a reflection that went viral with 16 million views: “This is not an appetizer. This is a declaration: we trust you. Eat.”

The attention during the World Cup has extended beyond the athletes to the fans, proving you don’t need a massive following to show up. The internet rewards content people actually want to watch. Knowing how to tap into what’s trending on Instagram Reels and TikTok is a great place to determine what that content is. 

Bowe Digital is here to help! We share monthly updates on what’s trending in video and audio, so all you have to do is get behind the camera. If you need help getting started on TikTok, check out our TikTok ebook. We also offer Studio Days, where our team will join you for 4 or 6 hours of video recording at a great price.

Drink Reveal Transition Video Trend

Creators are using anime-style hand gestures to summon drinks out of thin air. Start with empty hands, make a quick motion and suddenly you’re holding a drink. Check out this example from @bethanwilliamz to see how clean it looks in action. Businesses can swap the drink for a product they sell or love using, like this skincare example from @ameliorateskin. A boutique could summon their best-selling bag, a bakery a fresh pastry, a supplement brand their go-to capsules. Short, scroll-stopping and works for almost any physical product. 

Besides the Obvious Video Trend

Pure, beautiful rage bait, and it works every time. The format for this trend is simple. Just walk up to someone (a coworker, a spouse, a teammate) and ask them, “What would you change about yourself besides the obvious?” The “obvious” is never stated, which is exactly what makes people spiral. The joke is watching them try to figure out what you think the obvious thing is. The Philadelphia Eagles and LA Chargers have both pulled this on their players. Couples are doing it to each other. Coworkers are doing it to their bosses. You can do it, too!

FIFA World Cup Audio Trend

The World Cup came with an entire official album, and the sounds are all over both platforms right now. Game Time by Future and Tyla dropped as part of the official FIFA 2026 soundtrack and is already backing World Cup hype videos, sports edits, gym content, travel reels and fashion posts. More World Cup audio, including the opening ceremony theme DaiDai featuring Shakira and Burna Boy, is driving a wave of high-energy content. Use it for a product launch, a team intro, a big announcement or a before-and-after — anything that deserves a stadium-sized entrance. 

First Time in San Juan Audio Trend

“First time in San Juan, mi hijo / Capital of Puerto Rico / Immediately was enchanted / The whole plane clapped when we landed.” If that’s already stuck in your head, you’re not alone. Creator William Stiteler, aka @saxboybilly18, wrote the lyrics after a trip to Puerto Rico and used the AI music tool Suno to turn them into a finished song. Celebrities including Luke Combs and Sarah Hyland have posted their own lip-sync versions, and the track has become the go-to sound for any “first time” moment on TikTok and Instagram. A restaurant could show a customer’s first bite of their signature dish. A spa or hotel could capture a guest’s face the moment they walk in. A real estate agent could pair it with a client opening the door to their new home. 

“2026 so far” CapCut Template

A lot happens in six months. Laughs with teammates, travel to events and conferences, coffee runs, new customers, new sales. Share everything you’ve documented in photos and videos so far this year, using this CapCut template.

How Do You Have Time For Everything CapCut Template

In this CapCut, Jennifer Hudson asks the question every overworked professional dreads: “How do you have time for it all? How do you balance it all?” The answer, delivered with complete deadpan sincerity: “I don’t. I’m very tired all the time.” Pair it with text listing everything currently on your plate, whether it’s managing 12 client accounts, answering emails at 11 p.m., running payroll and somehow also keeping a succulent alive. The more specific and chaotic the list, the better. Small business owners, contractors, real estate agents: this one was made for you. 

Instagram Just Handed Users the Remote

Instagram has expanded its “Your Algorithm” feature to the main feed, allowing users to see exactly which topics Instagram thinks they’re interested in, and edit that list directly. Previously limited to Reels and the Explore page, topic controls now extend to the main feed as well, meaning any changes a user makes will update their recommendations across all three places at once. Users can add topics they want more of, remove ones they don’t and even see labels on recommended posts showing which interest triggered them. 

Key takeaways for your business:

• Content that clearly signals a topic now has a better shot at reaching the right people. Niche clarity matters more than ever.
• Instagram reads captions, on-screen text and audio transcripts to categorize content, so what you say in your videos is as important as what you show.
• Brands that post consistently around a defined topic will benefit most; accounts that jump between unrelated content are easier for users to filter out.
• Instagram head Adam Mosseri has hinted this is just the beginning. Controls for specific people, moods and content types are already in development.