Struggling to understand the latest terms on social media? Confused about the difference between mewing and edging? Us too.

Don’t worry though, in partnership with Channel 4’s creative solutions team, we’re bringing you a monthly debrief of the latest trends and insights sweeping culture right now.

Identifying new social trends which marketeers need to know – from granfluencers through to mogging – the regular series will include insights being generated out of Channel 4’s award-winning ad-funded social-first content team, who are constantly identifying new trends for brands to tap into.

Channel 4 social branded entertainment executive Hana Khan talks us through why she thinks mogging is one trend that is set to play a key role for brands.

The Trend

As social media continues to stoke our obsession with body image, young men are now adopting beauty standards of their own.

Emerging as part of the larger trend of looksmaxxing, mogging comes from the acronym AMOG, (Alpha male of the group), and is defined by Urban Dictionary as one-upping someone in terms of physical appearance or overall attractiveness.

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Why it matters

With a staggering 137 million views* on TikTok already, mogging is changing the way young male consumers interact and express themselves online.

Gone are the days when talking about beauty was deemed by some as inappropriate (and emasculating) for men. For this generation, mogging is an invitation to openly connect over a shared obsession with physical attractiveness. From creating step-by-step jawline tutorials on Tiktok, to detailing ‘ways to avoid being mogged’ on Reddit.

Just as peacocks flaunt their feathers to outdo the competition, the new men of today are flaunting their latest trim, abs, new Hypebeast shoes and lessons in rizz, to ‘Mog’ other men.

Where brands fit in

As the conventional rules of masculinity continue to evolve, this demographic is investing more in their appearance, with forecasts for the male grooming market up nearly €73 billion since 2022 (statista).

Authentically tapping into internet trends like these offers huge commercial opportunity for brands. In the world of online beauty culture, viral hashtags such as #TikTokMadeMeBuyIt have caused products to sell out in a matter of hours. Now brands in the category are becoming increasingly reactive in order to ensure a stake in these trends.

Fenty is one brand that has been quick to capitalise on the shift towards inclusive beauty, through product innovations like their new male lip balm in collaboration with A$AP Rocky. Even Remington ONE – a traditionally female skewing hair brand – recently partnered with Channel 4 on a social campaign which helped engage unisex audiences, through a series of gender fluid hair stories.

Key to the success of these brands, is their ability to authentically connect with the changing attitudes and needs of young male consumers. Leveraging body positive marketing to empower men to lean into the joys of self-love, while being careful not to perpetuate many of the impossible standards which have held female beauty back for so long.

Brands that continue to get this balance right, will earn themselves a place at the forefront of male youth culture for years to come.

*As of 18 September 2024