Nov 13, 2025
by Parasition x Hugo
LET’S GO
As per usual, The Echo is powered by Hugo (Beta access is live).
GLOBAL TIKTOK TREND (SOUND) OF THE WEEK
1.3M+ likes
Landslide (Live on PBS in Boston 2004) | Fleetwood Mac
Genre: Folk rock
Video style: Random
This sound is spreading not because it’s loud or dramatic, but because it feels deeply human. “Landslide” by Fleetwood Mac leans on soft guitar and a calm, wandering melody that almost hangs in the air. It gives creators room to sit with nostalgia, growth, and the bittersweet feeling of looking back at who they used to be.
The line “climbed a mountain then turned around… and I saw my reflection” cuts right through, instantly connecting with anyone reflecting on change, time, or old memories. Its gentle pace and warm acoustic texture draw people in, while the emotion keeps them watching until the final note.
Takeaways
— Honest, reflective lyrics boost emotional resonance and fuel nostalgic storytelling
— Soft, intimate sounds encourage memory-driven, before-and-after, or milestone-focused edits
LOCAL TIKTOK TREND (SOUND) OF THE WEEK
US
26k+ likes
Love Notes | Olivia B Moore
Genre: R&B / Soul
Video style: Random
This sound is gaining momentum not through flash, but through its softness. “Love Notes” by Olivia B Moore starts with a gentle, airy hum that feels almost like someone exhaling a secret.
That opening hum sets up the perfect backdrop for creators sharing tenderness, whether it’s about a friendship, a partner, or a small moment that meant more than it looked. Its unhurried pace and warm atmosphere hold attention without ever needing to push.
Takeaways
— Soft, human textures make emotional storytelling feel more personal and authentic
— Slow, calming sounds elevate videos about connection, gratitude, and meaningful moments
Hugo spotlight
Hugo just hit beta, and the shift is real. It processes over 100,000 social videos daily, pinpoints the songs pushing culture forward, and turns that into smarter, faster creative ideas for the music industry.
Want to see how AI behaves when it actually understands marketing? Grab early access at https://hugo.love/
WHAT’S HAPPENING IN SOCIAL MEDIA:
Governments keep pushing to regulate social media for youth
Governments are tightening the screws on social platforms, and the past week made that impossible to ignore. Australia’s under-16 social-media ban is moving forward, forcing TikTok, Instagram, YouTube and others to verify teen users or cut them off entirely . At the same time, Denmark’s government called social media a “monster” and pushed to block access for children under 15, framing it as a growing public-health issue.
All this potentially signals a new era brewing: youth audiences are becoming heavily regulated, and campaigns targeting teens will need sharper geo-filters, safer messaging, and smarter audience planning.
DATA | THE WORLD OF MUSIC QUANTIFIED
Spotify’s weekly global top 5 songs
— #1. The Fate of Ophelia | Taylor Swift // 53 m weekly streams
— #2. Golden | KPop Demon Hunters Cast // 47 m weekly streams
— #3. back to friends | sombr // 33 m weekly streams
— #4. Opalite | Taylor Swift // 32 m weekly streams
— #5. Man I Need | Olivia Dean // 30 m weekly streams
Spotify’s weekly global top 10 artists
— #1. Taylor Swift // Pop
— #2. Bad Bunny // Latin trap
— #3. Drake // Pop
— #4. The Weeknd // Alternative R&B
— #5. Ariana Grande // Pop
— #6. Sabrina Carpenter // Pop
— #7. Billie Eilish // Alternative Pop
— #8. Fuerza Regida // Regional Mexican
— #9. Arijit Singh // Playback Singer
— #10. Justin Bieber // Pop
TIKTOK VIDEO OF THE WEEK:
Everybody dance now
Views: 63,000,000 | Likes: 10,400,000
This clip blew up because it delivers everything TikTok loves in under 10 seconds: surprise, talent, and a bit of beautifully chaotic energy.
— #1. The fake-out setup. It starts calm and ordinary, making the sudden vocal blast twice as funny and unexpected.
— #2. Comment-section payoff. Discovering he actually sang it live makes it instantly rewatchable and highly shareable.
— #3. Perfect awkward timing. The brief pause, confused look, and second burst add pure “wtf” energy that hooks the scroll.
— #4. Established creator identity. He’s known for these public sing-outs, so fans recognize the format and TikTok rewards the consistency
— #5. Cinematic setting. The London backdrop, strong lighting, and clean framing elevate the whole moment visually.
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MUSIC EVENT OF THE WEEK:
Jamiroquai’s The Heels of Steel Tour
Picture from Spotify
Jamiroquai’s The Heels of Steel Tour is one of Europe’s standout live moments this week, kicking off on 6 November in Barcelona and continuing across the region (you can catch them in Milan, Vienna, Berlin, and London). It marks a major return for the band, bringing their signature blend of funk, soul, and dance energy back to arena-level crowds.
TIP OF THE WEEK
How to spot early trends: Look at the save-to-view ratio
If you want to catch a trend early, stop looking at total views and start tracking save-to-view ratios. Saves signal emotional value and not just curiosity, and they consistently rise before the wider spike in views. When a sound, edit style, or meme starts getting saved faster than it’s being watched, that’s your green light. It means creators see potential. Jump in here, and you’ll ride the trend before the algorithm floods it.
PARASITION: Campaign breakdown
38k+ likes
Abba-dabba-doo | Per Sonerud
Genre: Pop
Video style: Random
This track brings a fun, upbeat charm that immediately hooks you. It has that light, playful energy that works perfectly for relatable storytelling, quick thoughts, or everyday moments turned into something memorable.
The featured creator nailed the format: the clean angle and bright lighting made the video instantly inviting, and the quick movement at the very start pulled viewers in before they even read the caption. Their caption hit the sweet spot of being simple, familiar, and highly relatable.
Campaign learnings
— Starting captions with “imagine…” or “I think…” consistently boosts engagement by creating curiosity and relatability
— Creators naturally leaned into everyday and universal thoughts, essentially forming a micro-trend around the sound
ROUND-UP
— Nostalgia takes over. Landslide by Fleetwood Mac is climbing because its soft guitar and reflective lyric fuel emotional storytelling. Creators are using it to anchor memories, milestones, and quiet personal shifts.
— Warmth beats volume. In the US, Love Notes by Olivia B Moore is spreading through its calming intro hum. It’s become the go-to sound for tenderness, gratitude, and small but meaningful moments.
— Platforms tighten the rules. Australia and Denmark are pushing stricter youth-access regulations, from verification to outright bans. Campaigns targeting teens will need more precise geo-filters and safer messaging.
— Music tells the story. Spotify’s global charts lean heavily on pop, with Taylor Swift dominating both songs and artists. Softer acts like sombr and Olivia Dean show how intimate tracks still cut through.
— Chaos fuels virality. The London “Everybody dance now” clip exploded because it flips from calm to chaos in seconds. The surprise, awkward timing, and live vocals created a perfect shareable moment.
— Spot trends early. Save-to-view ratios remain one of the clearest early indicators of an upcoming spike. When saves outrun likes, creators are signaling future potential.
That’s a wrap for this week.
And in case you missed it: Hugo’s beta is live, and early access is moving fast.
