Nonsense is the new wave online. “Brainrot” or digital absurdism and humorous microtrends are taking center stage online. They are shifting how young consumers speak, and how brands are choosing to engage with the moment. and choose to engage with brands.

Produced in partnership with Meltwater, the 2025 Webby Awards Trend Report “it’s giving brainrot” dives into what the rise of absurdism online means for creatives and marketers. The analyzes the influences tracks the impact of “brainrot” trends on the cultural zeitgeist.

In an accompanying piece to the report, we asked Siobhan Sullivan, Senior Director of Audience Development at Crunchyroll about how brands can leverage the trend to engage their audiences.

How is chronically online culture impacting the zeitgeist and brands? 

Chronically online culture is fueling the zeitgeist more than ever—where a 50-part TikTok story time can spark new dictionary entries, dominate brunch conversations, and ignite morning talk show debates. As social media drives conversations beyond the screen, it offers brands unique opportunities to show up memorably, building engagement and affinity.

Brands often jump onto trends that appeal to chronically online audiences—from Brat to demure. Are consumers open to executions like these from brands?

Consumers often appreciate seeing a brand’s personality shine through its participation in chronically online trends. These executions resonate because they reflect the human touch behind the brand’s social media presence, moving away from a monolithic voice for an enterprising meme to respond “silence, brand” to, and build more relatable and authentic engagement.

There’s a risk to embracing chronically online trends. How should brands navigate this risk? Is there merit to jumping in or leaving trends alone?

Navigating chronically online trends requires balancing timeliness and relevance. If a trend isn’t a fit within the immediate time window – which can often be as short as 24 hours – it’s better to wait for the next opportunity. “Corporate cringe” emerges when brands prioritize self-serving messaging over authentic engagement. To avoid this, brands should “read the room,” aligning their tone with the trend and staying true to their identity. Light-hearted topics work best, and sometimes a simple, pithy comment can create more delight than an overproduced post. Simplicity often wins.

What strategies are you using to capture attention in a space where users are constantly bombarded with content and distractions?

Showcasing anime across diverse spaces and moments keeps our community engaged as they scroll. As anime’s popularity grows, it’s becoming increasingly visible beyond screens and in public life—at events, on billboards, or just walking down the street. These moments bring the fandom full circle, giving fans the opportunity to engage with anime in all facets of life, while breaking through the noise.

How do you ensure that the work you create remains authentic to your company’s voice—and fun—, while still pushing the envelope?

Crunchyroll’s social media voice is inherently fun, celebrating anime and its fandoms. Anime fans have a sharp sense for authenticity—content either delights or causes an eyeroll, rarely anything in between. This high-stakes environment pushes us to ensure our participation in trends aligns with our brand. Internally, we rely on team discussions to gauge whether joining a trend will entertain our audience or isn’t the right fit.

What advice would you have for brands that are looking to create consumer experiences that speak to younger consumers, but are done in a meaningful way?

Start by building teams or partnering with agencies that include Gen Z (or younger!) voices — they bring essential insights. Additionally, establish a daily ‘morning trend scan,’ where teams identify and analyze viral trends. Encourage them to ask: Which subculture does this trend speak to, and why does it resonate? Whether it’s laughing at a nihilistic joke or celebrating their ‘faves’ — from celebrities to everyday users — focus on uncovering

Download the 2025 Webby Trend Report for a deeper dive into the key consumer patterns fueling viral moments, and tap into emerging trends as they happen with a curated strategy.