For the last two months, Wicked, the movie adaptation of the beloved Broadway musical, has dominated social media. Heartfelt press tour moments and fan-made memes sparked seemingly endless creativity online. Beginning with the emotional interviews featuring Ariana Grande and Cynthia Erivo, these moments evolved into viral trends like the “holding space” meme. With the recent release to streaming, trends have resurfaced again as viewers revisit the film through a deeper lens. Let’s take a closer look at how Wicked became a social media sensation and why these trends are more than just fleeting moments.

The Interviews

In a time of press tours feeling staged and insincere, the stars of Wicked created a space for their authentic selves. Each interview was filled with raw, genuine emotion, sharing how these roles were a dream come true. While these moments were sincere, the internet couldn’t resist turning some of the reactions into jokes. Creators quickly made exaggerated, over-the-top parodies of the interviews. This wave of content eventually gave rise to the now famous “holding space” meme, which has even been acknowledged by Ariana and Cynthia as an odd, but hilarious moment.

 

Holding Space

It’s rare for a meme to spread so quickly and adapt to whoever uses it, but the “Holding Space” template did just that. It gave creators, brands, and niche accounts a way to join the Wicked craze while staying true to their own style. Suddenly, drawings of the delicate finger touch were everywhere. On Instagram, it’s still impossible to scroll without seeing some version of the joke. Everyone is talking about what they hold space for, from food and jokes to positive affirmations and joy. 

 

Humor to Honesty

The buzz around Wicked was built on mocking the press tour, but as audiences began watching the film, the conversation shifted. The jokes evolved into genuine discussions and recreations, no longer laughing at the stars but celebrating the movie’s success. A new wave of excitement took over: creators learned choreography, turned song moments into trends, and recreated iconic costumes. Memes blended with others from different decades, creating a cultural crossover that left nothing untouched. Even the stars joined in, bringing the fun into their interviews and amplifying the phenomenon.

 

Conclusion

The success of Wicked’s social media trends shows just how powerful creative content and strategic digital marketing can be in capturing audiences and driving cultural relevance. From viral memes to fan engagement, every detail contributes to building a lasting connection with your audience. At GreaterThan Digital Marketing Agency, we specialize in creating dynamic social media content that taps into trends, engages your audience, and elevates your brand. Whether you’re launching a blockbuster campaign or simply want to stand out in your industry, our team is here to help you make magic happen.