Sep 28: 1,158,578 views

Q: What are people saying about “Big Brother 28 finale: Rick Devens wins”?

The mood is joy and anger. Fans write 'I couldn't hold it in when he hugged Becca and the kids', while others argue he did not deserve it.

Q: How can brands use the “Big Brother 28 finale: Rick Devens wins” trend?

Finale night glow-up watch party. A friend in a bathrobe and face mask settles on the sofa as the finale starts: 'Ready for the winner'. Format: 15-second watch-party skit with a face-mask reveal.

Big Brother 28 finale: Rick Devens wins. Rick Devens won Big Brother 28 on finale night, Oct 2, and fans flooded social with reactions.

22.2Msocial views↑ 344%

158creators↑ 460%

50K+searches↑ 400%

The spike

Social followed search this time: searches peaked on Oct 1, social views on Oct 2.Verified: the top posts on the social peak day were hand-checked and are about this trend.

Social views each day

Google searches each day · “big brother finale”

Why it’s trending

We stay glued to a show for months, and when it ends we want to feel the win together.

Joy and angerFans write 'I couldn't hold it in when he hugged Becca and the kids', while others argue he did not deserve it.

What’s happening

Big Brother 28 ended on CBS and Rick Devens was crowned winner. People searched for the time, the winner and the prize money. On social, fans cheer his family reunion, post finale-night videos, and swap opinions on the result.

What content is working

#1Patty Eminger10.8K156227.1K playsOct 7Melody on fan editsMelody, who exited the house, reacts to fan 'Melodrew' edits and whether they change her mind about Drew.Why it works: Contestant reacts to fan edits.#2Yash Patel36.7K968226K playsOct 7Houseguest thank-youHouseguest Yash Patel thanks everyone for the last three months and his fellow houseguests, grateful for the opportunity.Why it works: Real houseguest gratitude after finale.#3Dalton Ross5.4K94122.6K playsOct 3Rick's family reunion storyA split-screen interview: the host tells how Rick came home after three months and met his kids at the Devens family reunion. The caption teases the family moment.Why it works: A real family moment is the part fans cry about.#4Coach Jackie J9.6K217109.6KOct 4Cosy blanket finale reviewA young woman wrapped in a blanket talks straight to camera, saying she lost steam on the season but enjoyed the end, then shares her thoughts on the finale.Why it works: Feels like a friend chatting after the show, easy to relate to.#5sadie b9.3K522101.1KOct 7Finale placing reactionFan TikTok on the finale result with 'double homicide', Taylor in 2nd place and Devens AFP.Why it works: Fans react to who placed where.#6Kelley Wentworth9.6K42696.4KOct 4Survivor stars' finale takeSurvivor player says Survivor stays on top and brought entertainment, flips and blindsides all season of Big Brother 28.Why it works: Crossover cast view on the season.#7Reality Allie9.4K74177.7KOct 4Emotional finale reactionFan says even though she knew it was happening, nothing prepared her for watching this emotional moment.Why it works: Fan emotion mirrors the show's big moment.#8Ashley Hufford2.9K3560.1K playsOct 3Happy for Becca DevensClips of the finale play on a TV, then the creator hugs her dog. Text on screen: 'That's a wrap on BB28 (And yes the Devens children made me WEEP)'.Why it works: Shows a real fan crying over the ending, easy to feel with.#9sav carroll892808Oct 4Cheering for DevensA fan films her TV screen from her bedroom as Devens is celebrated. Text on screen: 'im so happy for him ugh i love devens'.Why it works: Fans feel seen when someone shares their joy.

Trending hashtags

The tags people used most on posts about this trend, ranked by number of posts. Generic tags like #fyp and #viral are left out.

#bb28 318 posts
#bigbrother 273 posts
#bigbrother28 78 posts
#realitytv 59 posts
#cbs 29 posts
#finale 16 posts
#tvshow 11 posts
#bb 12 posts
#realityshow 7 posts
#paramountplus 7 posts

Sentiment

Posts44% positive · 41% neutral · 15% negative

Comments40% positive · 20% neutral · 40% negative

Automatic sentiment labels across 456 posts and 400 comments.

The other side · what’s negative

Real backlash

Fans are angry at Angela's bullying of Melody in the jury house, want CBS to act, and call Devens an unworthy winner. Some also say the finale week dragged.

The negative videos

#1Kelley Wentworth5.1K30479.8KOct 4Complaint about jury-house conflict dragging on.Creator says Melody's comments sent Angela into a spiral and asks the show to wrap up before they fully lose it.How it’s made: TikTok commentary on Angela and Melody's jury-house clash; caption asks Big Brother to wrap it up.#2realiteatv35.2K19775.7KSep 30Criticism of Angela's treatment of Melody.Creator says Angela has not changed and treated Melody badly when she arrived at the jury house.How it’s made: Short TikTok reality-TV take; caption calls out how Angela treated Melody on arrival at the jury house.#3AlleyKat7.3K29863.7KSep 29Houseguests seen as condescending towards Taylor.Live-feed recap: Devens and Drew sit Taylor down and condescendingly list what she didn't know; feeds were cut.How it’s made: Live-feed update recap in all-caps caption: Devens and Drew sit Taylor down; feeds cut mid-talk.

What brands should do

Avoid taking sides or using Angela's jury-house clash in content. Celebrate the family reunion and finale night instead; skip 'worthy winner' debates.

What people are saying in comments

😊

Congratulations Devens. You were the one who played the game the best!

Happy

🥳

The very deserving @rick_devens !!!!!

Thrilled

😍

Love u Deeu played the best game.

Adoring

🔥

Bang the pot until Taylor wins tonight, that would be EPIC

Hyped

🙏

Lets go Taylor! Win tonight please.

Hopeful

🎉

BEST BIG BROTHER EVER

Elated

😤

LOVE ANGELA YALL ARE HATERSSSSS.

Defiant

😤

I cant believe how fn soft this generation has gotten. I love Angela and her ability to provide good tv

Defiant

😡

PLEASE REMOVE ANGELA FOR BEING THIS BULLY!

Furious

😡

Angela is a bully

Angry

🙄

Please don't bring Angela back again.

Fed up

😒

Im also still not over Drew evicting Dee which I think will haunt his reality tv career forever

Bitter

🤔

I still think Drew should have won or least second place.

Torn

😞

Devens shouldnt have won AFP

Disappointed

😞

Finally this season has been nothing but disappointing

Let down

🙄

this was very much a hail mary season, thats why they brought the icons; to boost ratings

Cynical

The content strategy we observed

Fans react after the finale: a family reunion, a dance, tears.

Opening hook

Opens on the family moment fans cry about.#1 #4

Storytelling

The winner's kids and reunion carry the story.#1 #4

Format & length

Talking to camera, a split-screen, or filming a TV.#1 #3 #5

Tone & voice

Warm friend-chat after the show, plus pure joy.#3 #4 #5

Timing

The top videos went up between Oct 3 and Oct 7: all 9 on or after the Google peak (Oct 1). Social views peaked on Oct 2.#1 #2 #3 #4 #5 #6 #7 #8 #9

If you make one video

Show the winner's family moment right after the finale, in a friendly voice.

What can brands do?

Best fit: Skincare

Finale night glow-up watch party

“A friend in a bathrobe and face mask settles on the sofa as the finale starts: 'Ready for the winner'.”

Format: 15-second watch-party skit with a face-mask reveal
Platform: TikTok and Instagram Reels
Who posts: Brand account with reality-TV fan creators
Caption: Season over. Skin still on point. Who's your winner, and who's glowing? #BB28
When to post: Next 5 to 7 days, before the finale chatter fades
Watch out: Do not use CBS or show logos or cast faces without licence; stay generic.

HaircareBeautyBeveragesElectronicsRetail

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