Stuff that’s trending, whether you like it or not.
Welcome to the very first edition of The Clout Report — serving up viral chaos with a side of content strategy. the trends that made us scroll, cringe, screenshot, and maybe even rethink everything we know about content strategy. This is the spot for the chronically online, the brand-curious, the social media managers who wish their job was an actual 9–5.
Each edition, we’ll break down a few things that caught my eye, whether it was genius marketing, completely unhinged behaviour, or both. Let’s get into it.
🍓M&S Strawberries & Cream Sandwich: Viral Hit or Dessert Flop?
Marks & Spencer launched a strawberries and cream sandwich — and the internet lost its mind. White bread, whipped cream cheese, halved Red Diamond strawberries. Wimbledon-core or culinary crime?
People are talking, but not all of it is praise. In fact, reactions hit around 150,000 mentions in a single week.
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It sells for around £2.80 a pop.
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It’s gotten mixed reviews on TikTok and in the press.
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Even the tax implications are weird — since it’s a sandwich and a dessert, VAT lawyers raised eyebrows (Vertex)
Chefs I know in the industry are... not convinced. Some suppliers say it’s a gimmick; others admit it’s a clever clout move. Either way, it's engineered for engagement, not necessarily flavour.
As an American, when I tried it, it reminded me a little of strawberry shortcake or even a Victoria sponge. The cream felt a bit dry—could probably use more—but overall? Not bad. I don’t normally shop at M&S, but I went in specifically because I saw it all over my feed. So, the clout machine worked. It’s not necessarily groundbreaking (apparently in Japan they’ve had something like this for years), but a small Western tweak caused a massive stir.
Takeaway: Going viral doesn’t require paid ads—just impeccable timing, curiosity bait, and bold creative decisions. But remember: buzz without brand relevance fades fast.
🎧 The Fake Podcast Setup
It looks like a podcast. It sounds like a podcast. But it’s not a podcast.
The fake podcast trend is still going strong. Creators set up mics, LED lights, and studio backdrops to film "podcast" clips... for videos that were never podcasts to begin with. It’s aesthetic authority. And it’s working.
According to TechXplore, some creators make up to $16K/month from branded content filmed in these setups. But others have reported falling victim to fake podcast scams aimed at harvesting their info (CMSWire).
Takeaway: Presentation sells. But in a content-heavy world, you still need something real behind the curtain. Empty polish doesn’t build loyalty.
🎤 The Rise of TED-Style Self-Promotion
Just as fake podcasts started feeling overdone, a new performance format popped up: the fake TED Talk aesthetic.
We’re seeing creators stage themselves on mock sets: one spotlight, a chair, minimal backdrop. They simulate panel interviews or keynote sessions without ever attending one. There’s no data on this yet, but it’s gaining traction, especially on Instagram Reels and TikTok.
Takeaway: The look of authority isn’t the same as actual expertise. If you're going to present yourself as a speaker or expert, have the depth to back it up.
📊 Authenticity > Everything Else
Here’s the real deal: while illusions go viral, authenticity is still what builds long-term engagement.
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77% of small businesses say social media helps them find new customers. (DataReportal)
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60% of TikTok users discover new products on the app. (TikTok for Business)
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89% of consumers buy from brands they follow on social media. (HubSpot)
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Influencer marketing is projected to hit $24 billion this year. (Influencer Marketing Hub)
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Ofcom says TikTok users now spend more time on the app than watching traditional TV.
Authentic storytelling and strategic evergreen content outlasts hype every time. Trends come and go—but trust keeps people coming back.
Takeaway: You don’t need a gimmick. You need clarity, consistency, and content that resonates.
🔎 TL;DR
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M&S went viral with strawberries on bread. Was it tasty? Doesn’t matter.
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Fake podcasts are still fooling people — and brands.
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TED Talk aesthetics are the next fake-it-til-you-make-it trend.
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Real wins. Strategy and authenticity beat stunts in the long run.
Want more behind-the-scenes commentary, insights, and content strategy breakdowns? Keep an eye on the Fab & Quirky Creative Media blog and follow us on socials.
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How did I not hear about the strawberry sandwich??? I'm gonna need to hunt this down...