TikTok helped create the annual “august” memory-montage trend described by TikTok’s newsroom.
Creators use Swift’s “august” as audio for quick collections of summer photographs and video clips. The format commonly looks back on recent experiences, turning camera-roll memories into a nostalgic seasonal recap as August comes to an end.
TikTok’s own newsroom described the trend as a way for users to document summer and revisit favorite memories. The song’s lyric about August slipping away made it especially suitable for montages that move rapidly through photos and short videos.
This trend is separate from the song’s original release campaign. “august” debuted in 2020 as part of Folklore, while the recurring social-media ritual developed afterward through user participation and annual seasonal repetition.