The 5 to 9 trend
The “5 to 9” trend has rapidly gained traction, offering a glimpse into the lives of individuals beyond the traditional 9-to-5 workday. By displaying pre-work and post-work routines, creators have tapped into a growing global desire for work-life balance and productivity. This trend aligns perfectly with the Australian lifestyle, where prioritising wellness, exploring passions, and optimising time are highly valued. As remote work continues, the 5 to 9 trend has become a platform for showcasing everything from early morning workouts to evening hobbies, resonating with Australians’ active and entrepreneurial spirit.
As Lisa Riesinger, our Content Executive at Social Soup, points out, “For the 5-9 trend, this shift flips the traditional approach of highlighting workdays and morning routines. Instead, it delves deeper into the personalities of creators, emphasising that there’s more to them than the daily grind or the normal early morning get-ready-with-me’s. This trend instead showcases the importance of self-care routines, whether it’s cooking a nutritious meal, getting a workout in, or snuggling with a pet. It’s refreshing to see the day-in-the-life style content from a new perspective, highlighting that trends are constantly evolving, and personal storytelling remains at the forefront of compelling content.”
Social Soup’s Trends Tracker August 2024
Why it works
- Relatability: The trend resonates with a broad audience seeking inspiration for their own routines and time management strategies.
- Versatility: The format allows for a diverse range of content, from wellness and self-care to productivity hacks and hobby exploration.
- Community Building: Sharing routines fosters a sense of connection and belonging among viewers, creating a supportive community.
- Influencer Potential: Successful 5 to 9 creators can become lifestyle influencers, inspiring and engaging their audience on a deeper level.
How it can work for Marketers
- Product Integration: Seamlessly integrate products into routine demonstrations, highlighting their utility and benefits.
- Brand Partnerships: Collaborate with 5 to 9 creators to authentically promote products or services aligned with the trend.
- Audience Insights: Gain valuable insights into consumer behaviour, preferences, and pain points.
- Lifestyle Branding: Position your brand as a key component of a desired lifestyle or routine.
Conclusion
The 5 to 9 trend represents a refreshing departure from traditional “day-in-the-life” content, by offering a glimpse into the lives of individuals beyond the traditional 9-to-5 workday. Participating in this trend can foster stronger connections with target audiences by demonstrating a genuine interest in their lives. As this trend continues to evolve, it presents opportunities for both individuals and brands to build authentic connections and foster engagement.