The time for endless shots of swimming pools, tanned legs, cocktails and #sorrynotsorry is upon us. But these shiny, look-at-me-having-a-better-time-than-you posts are no longer leading the agenda. It's all about real life these days. Brands, take note.
Social media is often called out as an outlet for bragging. Or its spin-off, the #humblebrag. We hear all the time about how the pressure to keep up with the shiny, happy people we see on Facebook is making our mental health suffer. Self-deprecation, however, is becoming a thing. A popular internet trope is now the antisocial individual, the homebody, the push back from scenesters. It’s now all about revelling in singledom, or putting it out there that hitting a club can actually be pretty hellish. And slumming it on the couch? Heaven. The most popular memes on humour and pop-culture-based Instagram and Twitter accounts are eg The Fat Jewish and Girl With No Job, pictures of cats chilling on couches, confessions of a sub-par life and vignettes of people expressing a (sort of) joking disdain for other people.