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In the big scheme of podcast guests, it’s hard to get bigger than Taylor Swift. And that’s exactly what New Heights – hosted by Swift’s boyfriend, Travis Kelce with his brother, Jason – was banking on when the idea to have Taylor announce her new album on the show was hatched. However, rather than simply leveraging Swift’s appearance into a flash-in-the-pan viral moment, New Heights is already building out an impressive case study in how to turn big moments into lasting momentum.

Every brand sees a benefit in trendspotting. But there isn’t just one type of trend. There are those reactive moments with immediate impact and then there are ideas that burn slower and can ultimately change the way society behaves. And while they’re at completely different ends of the spectrum, brands can get value from both. In fact, brands should be trying to get value from both. Knowing how to do that is a different thing, however. This year’s Trends Summit gave us a few clues.

YouTube in particular has been a gold mine for cooks: Monthly uploads of food and drink videos have shot up from 171,000 in January 2024 to 315,000 in June 2025, according to analytics firm Tubular Labs Inc. And in a 2023 post on its Culture & Trends channel, YouTube attributed 80 billion views in the first 11 months of the year to videos from street food heavyweights such as Roy Choi of Los Angeles-based Kogi BBQ. YouTube has become an increasingly useful resource for professional chefs who know what to look for. In recent years, it’s also helped skilled amateurs earn culinary reputations and even open their own restaurants.