What Makes A Sponsored Post Feel Real?

Influencers’ main job is to influence. Duh!

But this act of convincing followers to buy the same products or purchase something from a sponsored post can be difficult — especially if the influencer isn’t authentic.

Authenticity adds a genuine element to a sponsored post. In our YouthTeller survey, 6 of 6 say honest pros and cons — not just praise — is what makes a sponsored post feel authentic to them. Also, having a company that an influencer genuinely consumed products from before their lucky payday is more honest. Gen Z can sniff BS influencer content. Trust me, it reeks.

“I feel like they try and pick these pretty girls with clear skin to review skincare, makeup and even clothes. Other girls online are going to trust them and realize it doesn’t work the same on them,” said a 15 Y/O Youthteller in San Antonio, TX.

So, brands, let’s have your influencers: state this post is sponsored, be honest about their use, and be genuine fans of your company (not just your company’s money….).

That preference for honesty over performance shows up again in how YouthTeller respondents in our survey stated the importance of ad labeling — an average of 4.17 out of 5, with half the group (3 of 6) marking it a full 5. However, actual purchase intent lags behind: asked how likely they are to buy after seeing a sponsored post, the group averaged just 2.33 out of 5.

of 6) followed well behind. Polish doesn’t buy trust: high production quality was picked by only 1 of 6.

Can Influencers Actually Move The Consumer Needle?

Well… sort of.

Right now there’s a gap between how much influence YouthTeller respondents actually believe creators hold in general, especially in terms of influencers power over someone’s wallet.

“Seeing an influencer that I trust, advertising a product that they believe is useful, is much more convincing than a professionally filmed ad. It just seems more realistic and relatable,” said a 19 Y/O Youthteller of San Antonio, TX.

When asked about how much real influence creators have on pushing consumers to buy, the YouthTellers averaged 3.5 out of 5, and 5 of 6 rated it a 4 or higher.

But when the question turns personal, half the panel (3 of 6) admit they follow influencers specifically because they trust their product recommendations, and only 3 of 6 have ever actually bought something because an influencer promoted it — including one Youthteller, who traced a hair-care purchase to creator Kiana Davis.

So… Who Does Gen Z Trust?

Macro-influencers who have amassed more than 100K+ followers and outright distrust of influencer recommendations were tied in the top response; with each picked by 2 of 6 respondents. Whereas, micro- and nano-influencers each earned one vote.

Everyone is very socially aware that they are getting paid to do that promotion — even if they don’t like the product, they still promote it for the money. So it does not affect me at all,”said a 24 Y/O Youthteller in India.

Trust is more valuable than followers. They can hit the unfollow button whenever they want, keep them around for a genuine connection and honest content.

Tarte… you’ve crossed the line

When influencers receive PR, they’re usually grateful and excited to try new products. But this time around… they were offended.

The newest PR packages from Tarte Cosmetics promoting their new “Snatch Stick” (a cream contour stick), included more than just products.

Influencers have gone online to express their feelings towards their new product’s distasteful marketing tactic, featuring printed out pictures of their faces with tracing spots where they need “snatching.”

And it wasn’t just a tutorial for contour placement. The box also had printed surgical imagery of needles and scissors, and “treatment plans” such as upper bleph, rhinoplasty, jaw lift, and botox, making clear references to cosmetic procedures.

In addition to the blatantly problematic gift boxes, suggesting that these beauty creators are in need of cosmetic surgery, this release included a PR stunt called “Glambulances” — an ambulance with makeup artists dressed in scrubs ready to offer snatching makeovers.

The brand’s shady response? Unbothered.

Once again, it seems like it’s all just marketing.

They’ve even bragged to media outlets about the exposure they received from this campaign.

But in reality? Gen Z won’t buy your morally questionable marketing tactics, and even less the products you’re trying to sell with them.

Tate Mcrae x Neutrogena controversy

Last week, Pop star Tate McCrae announced her partnership with Neutrogena, posting her “post show routine” from her private jet featuring their skincare products.

This collaboration seemed natural, as Pop stars are constantly getting their makeup done and need to take good care of their skin — especially when they’re on tour.

But… the video kinda defeated the purpose of the ad.

Tate McCrae, à la Millie Bobbie Brown, is shown not actually using the products, just pretending to.

When she “swipes” the makeup wipe across her face, no makeup is seen to be removed. And when she “applies” moisturizer after “taking her makeup off,” we don’t see any product on her fingers or skin.

People online noticed, and have since made parody videos poking fun at the video.

It seems like we’re all asking ourselves the same question… Who approved this??????

The lesson learned here is: although a failed collaboration may attract jokes and views, it might also hurt your reliability as a brand if people are not actually using your products in ads.

It’s not a good look to see that people only want to work with you for the check, and not because they love your product.

PS. Always pre-approve videos before they’re posted.

Khy… just why…

The Kardashian-Jenner business umbrella is large. The family has ventured into energy drinks, credit cards and swimwear. Slapping their extremely famous last name onto a brand is certain to grab a few customer’s attention, but how many more times can we get excited?

Kylie Jenner may be most famous for her billion-dollar company, Kylie Cosmetics. It boomed around Ulta and was a trademark of the 2016 makeup trend. But in 2026? The brand has lost its sparkle.

This may be due to declining interest in heavy makeup — Gen Z has favored the “clean girl” look of Hailey Bieber’s Rhode brand for quite some time — or because the founder doesn’t seem that passionate for this brand anymore.

She’s turned her attention towards Khy — a trendy clothing company with a high price tag for not-so-innovative pieces. The brand isn’t doing anything original with its 85% cotton mini skirts and flip-flop heels for their upcoming fall collection. Fans are seeing this new brand passion as a cash grab — and they are over it.

So let this be a lesson to serial founders: don’t bunny hop around too much or you may lose even the most loyal of customers from your venture that actually sold.

Watched Constantly, Trusted Reluctantly

Launched in September of 2023, Tiktok Shop is a built-in e-commerce feature inside the Tiktok app, letting users make purchases completely in-app without opening an external browser.

Now it feels like almost every single scroll on the app is an opportunity to advertise.

We recently conducted a survey that asked our network of Youthtellers about the Tiktok Shop.

Eight of our correspondents, aged 15-27, made reports about their purchases, watch history, and ability to be influenced on buying a Tiktok Shop product.

Who’s Buying This Stuff?

Awareness is universal; conversion is a coin flip.

Every respondent who uses TikTok has seen Shop ads, but only 4 of 8 have followed through on a purchase — an even split with the 4 who haven’t. Among the non-buyers, the reasons are split between principled avoidance (“I only buy items I originally planned on purchasing”) and outright distrust of the platform as a retail channel.

Notably, the one respondent who doesn’t use TikTok at all also rates trust in TikTok Shop at rock bottom, suggesting that for at least some of the group, distance from the platform reads more as wariness than indifference.

Youthteller, 26 Y/O from Bulgaria, said “I hardly shop from TikTok Shop. Usually I get my recommendation from TikTok, and then go to their external link to purchase it or the product site directly.”

The Ads Never Stop

Ad saturation is high: 5 of 8 respondents see TikTok Shop content at least once a day, three of them multiple times a day.

Reaction to that volume mostly lands in one middle zone — 6 of 8 say they’re mildly annoyed but will keep watching if the content is entertaining.

The remaining two pull toward opposite extremes: one scrolls past immediately, and one says she’s genuinely engaged by seeing trending products.

The prior is true for Youtheller 19 Y/O from Texas, who feels “extremely annoyed” when she sees an ad. She said, “I scroll past immediately.”

What Pulls The Trigger For Gen Z’ers?

Among respondents who buy at all, influencer and ad exposure is doing most of the work: 5 of the 6 active buyers say a UGC creator, an ad, or a mix of both drove at least one purchase, and only one searched for a product directly without being nudged there.

The moments that tip someone from scrolling to buying tend to follow one of two scripts — a flash sale that creates urgency, or a creator showing a specific problem being solved in real time.

This urgency is also known as “fear of missing out.” Youthteller 26 Y/O from Florida, experiences it when “everyone in the comment section was raving about [the product].”

When Does The Hype Wear Off?

Impulse buying is common — 5 of 8 have bought something they weren’t planning on — and it doesn’t always end well.

4 of 8 respondents said they’ve felt pressured or “hyped up” into a purchase they later regretted, almost always tied to specific, callable-out products rather than a general feeling.

“We found out the seller was a scammer, and the sweater design had been stolen from another, more expensive brand,” said Youthteller 26 Y/O from Texas.

Skincare, supplements, and one-off gadgets came up repeatedly as the categories where hype outran the actual product.

What Gen Z Won’t Touch

Given a list of product categories, no respondent was willing to buy everything freely — even the platform’s biggest fans drew a line somewhere.

Designer or expensive apparel was ruled out by 6 of 8 respondents, the single most-avoided category in the survey, followed by high-end electronics, supplements/consumables, and jewelry (5 of 8 each).

The reasoning was consistent: concern over counterfeit or fake products was the single most-cited reason to avoid a category, ahead of health and safety concerns or worries about return policies.

It looked unique or aesthetic, and I hadn’t seen it anywhere else,” said a 23 Y/O in Kenya, in reference to what made her buy, in contrast to what she’d avoid.

Trust, In Numbers

Asked to rate trust in TikTok Shop against a regular retailer on a 1–5 scale, the group averaged 2.0 out of 5 — 6 of 8 rated it a 1 or 2.

That distrust shows up in language, too: asked for one word to describe their feelings about TikTok Shop, 4 of 8 independently landed on “skeptical,” with “hit-or-miss,” “entertaining,” “addictive,” and “unreliable” rounding out the rest.

Willingness to recommend the platform splits the group right down the middle: 4 of 8 would not recommend it at all, while the other 4 recommend it only conditionally — for specific, verified shops rather than the platform as a whole.

“No, I don’t regret buying a product from TikTok Shop,” said our 23 Y/O in Kenya, on why she’d still recommend it.

So… Should Your Brand Be On TikTok Shop?

Yes and no. Brands should understand that consumer trust is waning, so you should focus on credibility, not just heightened ad visibility.

Make sure to be cautious of negative reviews killing your brand because a bad word-of-mouth moment was enough to stop 2 of 8 respondents from ever buying a specific product.

Moreover, lack of trust can extend to counterfeit fear which outweighs every other shopping hold-up. It was the single most-cited reason to avoid a category, ahead of health/safety or return-policy concerns — verification signals (reviews, seller badges, sales counts) matter more than price.

If you are a brand that is elevated or high-luxury, maybe stay away from TikTok Shop — this isn’t your audience, honey. You don’t want to overpromise and under delivery on a bargain advertisement.

How The Fuck Are Brands Supposed To Participate In The Lastest TikTok Trend?

Everyone has their preferences. Some love coffee, others love tea. Some love a day at the beach, others yearn for a ski trip.

This is the exact premise of a recent lighthearted TikTok trend where you can show off your favorite thing to do while rhetorically asking “what the fuck is (insert the opposite of what you are doing).”

It turns out that there is a community found in the opposites of it all.

Or at least you can get some engagement by ruffling some feathers.

But brands have been struggling to tap into this trend, when in reality they can harness it by showing off their product and highlighting its benefits, why consumers should tap in, or showcasing what economic market gap it fulfills.

Products That Are Worth Your Money

It seems like mindless consumerism is slowly disinteresting the shopping addicted Gen Z…What’s cool now instead? Spending your money wisely.

Over the past couple of weeks, creators online have shared lists of products they believe are actually worth splurging on.

From expensive skincare, to luxury experiences that are worth every penny, the lists are short and concise without giving much explanation.

The fact that they’re on the list speaks for itself.

Now would be a good time to insert your brand into this trend, and show how your product, no matter the price tag, is worth the purchase.

Let’s All Be More Sensitive

It’s no surprise women’s bodies are constantly under intense scrutiny. Recently, American pop singer Ariana Grande’s extreme thinness has led to immense public outcry from fans concerned for her health and bodyshamers using this as ammunition to hate on Grande’s music alike. It’s one thing to respectfully express worry and it’s another to shame someone while they are clearly struggling – sensitivity matters, even with major celebrities.

Her team recently announced Grande would be taking a step back from public appearances after her
“Eternal Sunshine Tour” concludes in early September.

Even though Grande has discussed that this decision was made a long time ago and isn’t an impulsive reaction to fans’ concern, brands and consumers can learn something from this situation.

So, for all brands listening, you can set boundaries with customers who may be crying out for new styles, expressing outrage at quality or are being honest with their love for your brand’s product.

It’s okay to listen to concern and take a step back to reevaluate what makes your brand so well loved, but if it becomes extreme, make a statement to let them know they are heard while you inform customers of what’s an appropriate boundary for them to follow.

Mutual respect matters, y’all!!! Parasocial relationships are hard!!!!

Of course, no one knows what’s going on behind the scenes of a major company — or in the personal life of Ariana Grande.

However, taking care of personal and professional backlash with sensitivity is always of the utmost importance.

Modern day romance is a PR move

Bridal eras have now become synonymous with gifts and publicity… and not just from your wedding guests.

One of the most recent weddings that broke the internet was that of influencer Gabriette and lead singer of the 1975 band Matty Healy.

Apart from the gorgeous gowns that Gabriette wore, social media commentary focused on how public it all felt.

I mean, they had an outdoor wedding during a heatwave in LA— the perfect place and opportunity for paparazzi to snap pictures to be included in tabloids.

And the moments… were very much captured.

On the more private side, but equally as relevant, pop star Taylor Swift and professional football player Travis Kelce’s wedding was highly talked about on TikTok by Swifties and brands flooding comments to see if it was actually going to be held at MSG in NYC or what the bride wore.

But brands aren’t just commenting: they are gifting.

The luxury ballerina shoe brand, Repetto, even sent Devon Lee Carlson some custom pumps to wear during her bridal era. Carlson posted them on her story leading to more brand exposure with limited effort on the brands part besides mailing their own product.

I mean… might as well ride the wave if it’s already happening.

Send brides some love from your company! If they love your product and you love romance, the two could be a match made in heaven.

Brand owners… it’s time to keep things private

This week, the skin and body care brand Naturium has been added to the list of brands to “boycott.”

And it’s for no other reason than the owner’s latest Instagram post.

Susan Yara, the founder of the brand, posted on her personal account a bikini picture vacationing at a beach in Israel… only miles away from the ongoing humanitarian crisis in Gaza.

It’s giving…tone deaf. Yikes!

Over the past week, loyal customers have gone on Tiktok to express their disappointment toward the face behind the brand.

Expressing their love for the brand, and claiming that their products are the only ones that work for their skin, they’re still willing to sacrifice their holy grails to protect their consumer morals.

Now, people are asking for dupes, and saying that they will no longer support or purchase from the brand again.

This goes to show that as a brand owner, what you post on social media (even your personal account) is extremely important.

One thing about Gen Z is that they’ll always be on the hunt for where your morals slip.

And if you care about your brand’s longevity and wellbeing, at least don’t make those public.

Miss Dairy Boy is now Mrs. Dairy Boy

Speaking of 2026 brides… influencer and founder of Dairy Boy Paige Lorenze just got married this July to tennis player Tommy Paul.

Dairy Boy is known for its garden and farm-themed loungewear brand that makes athletic and comfy clothes fashionable. Veggie and duck-themed pjs are what the cool girls wear to bed, according to the now Mrs. Paul.

Her brand grew from her love of the outdoors and made it marketable, crafting a world for itself, and allowing for aesthetic longevity that follows the founder as she grows in her life. The aesthetic doesn’t change just because she’s married, in fact it can grow into couples pjs or family sets.

So when crafting a brand identity, let it have room to grow while maintaining its initial idea. Authenticity is allowing your brand to mature with you but still sell the same idea so you’re loyal to your customers.

Lost your butt with GLP-1s? Fill it up with cadaver fat!

If you’re a person with a phone, you’ve likely noticed that people have been losing a lot of weight recently.

And others…have gained weight only in some areas.

The unsurprising news? Neither case has been a result of hitting the gym.

Instead, peptides, GLP-1s, and now, cadaver fat injections have been on the rise for the impressionable consumerist market, with Gen-Z being the first in line.

It would seem that this new procedure has been getting free pr, with Alix Earle showing off her new booty on the internet.

As people speculated that she got work done, assuming she got a BBL, the math was not mathing – her visibly bigger buttocks did not match her unchanging small frame.

Online detectives shed light to AlloClae, the “zombie-filler” company that uses purified fat tissue of people who have donated their bodies to science to inject their patients, giving them a fuller look in desired localized areas.

The scary thing here is, that there is no long-term data of how this tissue behaves in (living) human bodies.

The even scarier part? That Gen-Z will fall for anything as long as they fit the beauty standard.

Going to the movies is so back… thanks to Christopher Nolan

TikTok and Substackers alike have declared that “analog is back.” Gen Z is over the AI boom so they’ve turned to in-person connection, physical crafts, and slow media to pass the time.

One of this Summer’s most anticipated releases has captured Gen Z’s attention. The new release being none other than Christopher Nolan’s latest film, The Odyssey, and now it seems like everyone has rediscovered going to the movies, and thank goodness for that.

I mean, it actually seems like everyone is at the theater right now watching The Odyssey in 70mm.

A week ago people didn’t even know what 70mm meant.

Now everyone is curious about it, and purchasing movie tickets to get the full viewing experience.

Take this as your opportunity to host a community-based event that maybe even has a vintage or throwback feel. Shared experiences and discovering new ways of consuming a product can drive younger audiences to engage with the platform more, especially when they see that it’s thoughtfully created!

It’s not quarantine anymore… the people yearn for connection! Get out in the wild, y’all!

You Better Make Sure Your Aesthetic Fits Into a Starter Pack

Oh, cottage-core. Oh, gorp-core. Oh, England-core?

The “core” epidemic has taken over the internet for many years now. These TikToks have transformed the ways we think of personal style as now a full lifestyle where aesthetic images and a fitting song play to have audiences decide which “core” matches them best.

These videos have now turned into “starter packs” where instead of just Pinterest photos flashing on a screen, there are places where the aesthetic would thrive or products the style would consume.

Of course, there’s a bit of superficiality to these packs. For instance, the “insufferable teenage girl starter pack” would have a vinyl record player and Edward Cullen — but we aren’t here to judge!

By marketing a product to fit into a specific aesthetic and show Gen Z how this product could fit into their personal style as well as their lifestyle, you’ll be much more successful than if you shoot for broad appeal.

The more niche your starter pack is, the more reception you could get from that audience!

Ariana…what are you doing here?

We hate to break it to you… but it’s time to stop wasting your interns time by making them comment on random people’s TikTok’s.

It’s inauthentic, and makes you seem desperate for attention.

What you should be doing instead of trying to insert yourself into every conversation, is to insert yourself (smartly) into a conversation that’s already been popping.

Take, for instance, the Love Island-craze.

Recently, the location tracking app Life-360 changed their username to “Brinity360” in support of the Love Island couple.

And fans, or should we say Brinity shippers, loved it.

This case proves that finding the right moments to insert yourself into a conversation can turn into community bonding, and user loyalty to your brand.

Who’s ready for their confessional?

Reality television… we know you and we (sometimes) love to indulge in you, but we mostly love hating on the absolutely ridiculous plotlines and personalities that appear on our screens.

TikTokers have taken matters into their own hands by editing videos of their family vacations, funerals, and friend group hangouts to eerie music to be just dramatized as Bravo TV.

These videos show off the unexpected, chaotic, and messy moments that occurred. Instead of only posting the happy and picturesque, millions of viewers are engaging with this humorous and realistic style of vlogging.

It doesn’t take a multi-million dollar budget to create a good viral moment, sometimes showcasing reality and its faults can lead to virality on a larger scale.

The real lesson? Be a good producer and mold the bad shots into something fun to click on.

Second accounts

Everyone knows 2016 is back. And what’s the latest phenomena that has returned, you may ask?

Spam accounts — and no, not the ulta-private kind from middle school where you’d beg someone to accept your follow request. These second accounts have spawned from celebrities and influencers who are crafting a unique space where the lack of structure and freedom to post their personality appeals to more Gen Z audiences who are so over the hypercurated and high-budget campaign posts.

Scrolling and seeing a public figure’s real life — not the glammed version — allows viewers to connect with industry leaders and creators in a chill environment instead of a “professional, blue check mark space” where they just feel like voyeurs.

It’s time to shit-post!

Make that second account, post those memes, and see how well audiences receive your newfound relatability.

What are the girls gripping on to?

If you were rushing out the door right now, what essentials would you grab? The only rule: no pockets or purse storage is available.

Welcome to the concept of “girl grip” — no, not that kind of “grip,” get your head out of the gutter.

“Girl grip” is a viral social media trend that allows creators and brands to clutch their must-have items in one fist. Most common essentials include: phones, wallets, lip gloss, iced beverages like matcha or coffee and headphones.

Variations of the trend have users promoting their sororities by gripping onto branded merch or creating archetypes, like “The Social Media Grip,” and showing off what these kinds of girls would grasp onto. Even brands, like Saie and Gisou, have done their twist on “girl grip” by having models grab tons of their product in one hand.

This trend highlights that it’s the simple and reliable essentials that Gen Z gravitates towards, especially when it doesn’t take a tote bag to haul them everywhere. The lesson? Make your product something that even the most crowded hand MUST grab and go with. If the girls want to grip it, it’s worth it.

What’s the deal with the Kylie Jenner x Meta Collab?

As if things couldn’t get weirder with Meta, their most recent collaboration with one of the most influential women ever was the last thing we could’ve expected.

Meta is the tech conglomerate run by the infamous Mark Zuckerberg. Now if you’re asking yourself what he and the epitome of Instagram fame have in common… your guess is as good as ours.

Not only because Kylie Jenner isn’t typically down for collabs if not for her own brands, but also because of the backlash Meta glasses have received over the past couple of months.

It’s giving… constant surveillance. The attempt to make invasive technology “for the girls” by modeling the tech in trendy frames isn’t working.

It’s truly not something Gen Z wants to see — creators have taken to social media to talk about the danger of the product.

Basically, when a brand intrudes onto their personal life, instead of just being a helpful addition, we are ripping this new vision off.

New beauty sticks… or should we say beauty crayons

Even beauty products are on Ozempic now.

Victoria Beckham Beauty just launched a new product, the Blush Stylus, as a replacement for her previous (and more generous) blush sticks.

This thinner version of her blush sticks cost $40 per 1 gram (0.04oz) of product.

You read that right. We were shocked too.

With the product’s new technology, and its resemblance to a crayon, it invites the user to play by scribbling on their faces.

Even Victoria Beckham shared her technique, drawing hearts on her cheeks in her product application video.

She shared that the new launch was inspired by her daughter, Harper Beckham, who came up with the idea, and decided to manufacture the product as she was searching for a precise blush that allowed her to draw on her face.

And even though nostalgia and play are always good selling points… you can’t sacrifice practicality for the sake of making a statement.

Blush is not something that’s meant to be precise, like concealer, so it frankly seems like a social experiment to prove that consumers will buy anything if they like the face it’s being sold on.

Nepo Babies Assemble!

Oh, Hollywood… We know you are full of nepotism and industry connections, but it’s refreshing that someone finally acknowledged this privilege!

The nepo baby who has reached acceptance you may ask? None other than Gracie Abrams, pop-singer and daughter of Star Wars filmmaker J.J. Abrams and top executive producer Katie McGrath.

On PopCast, Gracie dived into light-hearted topics, like her new album and movie star boyfriend, while taking the time to acknowledge how nepotism and its financial security net have benefitted her career as an artist. Fans on TikTok praised her for finally being real about her roots — more so than other celebrities (or even celebrity-owned brands) who ignore this factor in their rise to stardom.

And by recognizing flaws or controversies without fear is something Gen Z will always admire.

Puff, Puff, Pass…on the Next Scandalous Trend

Madonna is the undeniable Queen of Pop and has claimed this throne by always taking risks — from faux-masturbation on stage, using religious imagery for her music, and now… smoking cigarettes in public?

During the most recent French heat wave, the stars who sat in the front row of Paris Fashion Week were subjected to a smoke show wafting from Madonna’s shared cigarette with Charli xcx. The fans are flaming her for glamorizing smoking when she’s been “anti-cig” for years.

This is a sticky subject because (of course) Madonna is an adult who can change her mind about what substances she chooses to use, but it truly reflects a shift in how Gen Z wants values to be displayed.

Being consistent with what one believes in and not shying away from expressing beliefs sits better with Gen Z; jumping on the next “shocking” trend isn’t going to work for the young consumers. Better to stick to your gut, than the algorithm on this one.

A24 or A(i)24?

Easiest way to get people to unsubscribe from your platform: using AI.

Gen Z is strict about a lot of things, but what they really don’t play about is AI stealing creative jobs.

Last month, one of the biggest independent film production companies entered a partnership with Google, in which $75 million dollars are being invested in the research of new AI tools for movie production.

This means, AI is now making its way into creative industries where jobs are already scarce – leaving some of these creatives unemployed, as AI is now their replacement.

Longtime A24 fans are angry and disappointed, saying that it’s not the same company it used to be – an indie film production company that prioritized original storytelling, creativity and talent, as opposed to other major studios.

Don’t be surprised if A24 is the new company being boycotted.

The lesson here is to maintain your core values and resist selling your soul to AI.

Gen Z pays for authenticity, creativity, and human collaboration.

Keep independent cinema alive!

The Business of Beauty-maxxing

The quickest way to look like you’re over the age of twenty-five is by using the phrase ‘glow up.’ Now, it’s all about maxxing.

Coined by various internet personalities and used in different categories (growth-maxxing, goal-maxxing, muscle-maxxing etc) beauty-maxxing is what has quickly taken over the internet. While some social media stars such as Clavicular ‘beauty-max’ in an intense and brutal way (hello, breaking your own jaw!?) others are simply promoting good hygiene, dressing well and finding new ways to take care of themselves.

Either way, the glow-up has had a rebrand with young people now intensely focused on how to better improve their appearances. Looks have always mattered, but in the age of social media it seems like the easiest way to go viral is by telling someone how to become hotter.

Lonely and Influential

Many influencers became known for their bubbly personalities and the constant events in their day-to-day lives that make their world entertaining. Alix Earle was raw, real, and most importantly popular on campus. The same thing is true for Emma Chamberlain, or even smaller, niche influencers such as Ollice Spaulding or Kayla Birm who take their followers along to friend meet-ups or shopping.

But now there is a new type of influencer going viral: the lonely one. In an era of self-care, building community and consistently focusing on being the best version of yourself, influencers with no kids and no partners are going viral for sharing the basics and ease of their day-to-day life. Spliced videos of simple, everyday moments are going the most viral.

That sense of normal is exactly what young people are eating up. It’s not aspirational, but rather like meeting a friend who holds your hand and says, “I work, I don’t date, I only have a few friends, and I’m happy. Here’s how.”

Betting on Love

Scroll too long on TikTok, and you’ll surely get an ad (actually, let’s be honest, one will pop up in the first ten minutes.) However, if you’re under the age of thirty the platform seems to be assuming that you’re avidly binging Love Island.

Sure, many are. Over a million people voted for a couple on the romance reality TV show just last week, but the show itself isn’t the only thing being pushed towards Gen Zers. Instead the sports betting platform Kalshi is heavily pushing ads for people to place bets on who they think will ‘win’ Love Island.

Some are certainly adding money to the pool, hoping to win big. But when it comes to the majority of young people they seem disappointed that their guilty pleasure show is now attempting to monetize them under the guise that the viewer is actually able to earn…so much so that there is now a Reddit thread discussing whether or not Kalshi being so prominent in Love Island voting makes the whole thing a bit sketchy.

And while young people haven’t stopped watching, yet, they do seem to be annoyed. Why can’t you just make money off their views?

The girls are still sad

While Lana Del Rey may be the queen of “Summertime Sadness,” the new pop girlies are keeping it vulnerable and the fans love it.

Olivia Rodrigo just dropped her third album, you seem pretty sad for a girl so in love, on June 12 and garnered around 81.5 million streams in its first 24 hours. Fans have paired the song’s lyrics to heartwrenching movie scenes or spilled their guts talking about how the songs match their breakups perfectly. Another sad girl musician, Gracie Abrams is releasing her new album, Daughter from Hell, on July 17. Her songs are known for their anger, emotional bridges and yearning tone.

These artists are proof that vulnerability is in and – especially when you look at the Billboard charts – you can see how authentic emotions really sell. There’s no point in pretending to be happy or thrilled by the world all the time, so when promoting something: show the varied human emotions one can experience – even if it’s sadness.

Pop-up shops are the best alternate reality

Have you ever heard of Rhode Island? Not the state, silly! Hailey Bieber’s Rhode skincare brand’s pop up…Rhode Island!

This past weekend, Rhode Skin flew out beauty influencers to spend the weekend in Newport, testing out new products and embracing the minimalist aesthetic the brand is known for. Within this brand trip, the influencers are wearing merch while eating lobster rolls, cozying up in waterside hotels and all around crafting a lifestyle experience that consumers can aspire towards if they buy the new Rhode product launch.

When crafting a brand trip, companies should reach beyond influencers snapping mirror selfies with a boring hashtag, they should create an immersive reality and aesthetic that their product fits into. This escapism is what truly grabs the fans.

Creator search insights is the new Wiki-How for TikTok clout

Luckily, if you’re wanting to go viral, TikTok now offers you a step-by-step tutorial on how to blow up.

Creators on the platform have been sharing their tips and tricks for going viral on TikTok, mentioning the newly added engine for target audiences and clicks for days.

The in-app tool is called “Creator Search Insights,” and you can find it just by typing it out on your TikTok search bar.

How is it free? We’re not sure, but what we are sure of is that this is a great initiative for creators to discover trending topics and what users are searching for, in order for their content to be sent out to the right people.

It also provides full-fledged instructions and inspiration for the content you want to make, giving you hashtags, hooks, and even a spot to post your videos within the topic of your interest.

This new era for businesses and online creators to go viral by following easy steps is worth using to your advantage.

At this point, if you’re not reaching your target audience, it’s on you – not the algorithm.

Eyes on the Courtside

Eyes weren’t just on the drivers this past week at the Monaco Grand Prix because the WAGS stole the show… again.

While some fans criticized Kim Kardashian’s outfit choice for the paddock as she supported F1 Ferrari driver boyfriend Lewis Hamilton, others fawned over newlyweds Charles and Alexandra Leclerc couple’s PDA moments on social media.

Now taking your eyes off the sport for celeb sightings is normal Gen Z behavior that extends beyond F1. Timothee Chalamet has been a groupie for the New York Knicks basketball team all season. We are growing to see an intersection of entertainment talent and sports teams. Fans are able to begin seeing how personal and real passion for a brand is better than just doing the predictable route of an athlete or manager.

So, who’s next? The LA Dodgers and Devon Lee Carlson?

The details don’t matter right now, but what does is that the more unpredictable, albeit authentic, the combination, the more likely it’ll stick.

Team Garrett Graham or Team Liquid IV?

Whether you’re doing a rewatch of “Heated Rivalry” for Pride Month or need a break from NBA finals, there seems to be an overload of sports-related TV series that Gen Z viewers are flocking towards.

The raunchier “Off Campus” TV adaptation of Elle Kennedy’s bestselling novels that follows Briar University’s star hockey captain and a music industry student fake dating. In less than two weeks, the show reached an incredible 36 million viewers worldwide — proving that Gen Z is obsessed with a plot where attractive people aren’t malicious and have fun on-screen sex.

However, a bigger impact the show has had is their on-and-off-screen collaborations with major brands, like Liquid IV. In the show, characters use the product realistically and after seeing the show’s success, Liquid IV boosted fandom interaction by creating a custom flavor inspired by the “Cherry Pie” karaoke scene from Season 1. Their Sugar-Free Ring Pop Cherry flavor campaign starred love interests Ella Bright and Belmont Cameli — and with fans loving this extension of the show, this proves that authentic marketing and product placement can actually boost fandom interaction when done organically.

Fans were even frantically commenting on Liquid IV’s TikTok to convince them to sell the “Off Campus” hockey boys poster that featured in the show. The brand listened and capitalized on this excitement by making the poster a limited edition freebie after customers added at least $40 of product to their cart and applying the promo code “BRIARU” at checkout.

Honestly, the show’s marketing department and intimacy coordinators should be high-fiving after this success. As they ramp up for Season 2, continuing to show products the characters would actually use and grow brand ambassadorships with the stars could create loyal fan interactions for all players involved.

Who runs the World (Cup)?

As nations get ready for the most important soccer event, the Mexican government started a musical initiative named “Mexico Canta” (Mexico Sings), having their best and most renowned artists release songs for the FIFA World Cup 2026.

Julieta Venegas – a popular Mexican singer-songwriter released a new song for the World Cup called “La niña futbolista” (translates to “the girl soccer player” in Spanish), and although the song was intended for inclusion and inspiring young girls who play soccer – the fans are not being receptive to it.

Within a week of the release, both musical and soccer fans alike have gone online to express their discontent with the song, making it a subject for memes with people making fun of the song and criticism that screams misogyny, with video edits using the song over compilations of female soccer players fumbling.

Misogyny can never be defended, but what we can learn from this is that soccer fans are rejecting change.

What people musically search for during the World Cup is high-energy, patriot-driven music (take Shakira’s long history of World Cup anthems) to cheer on the people who have gone to represent their country at the tournament, which is opposite to Julieta Venegas’ music.

What begs the question is: should Mexico have chosen a different artist, or should have Julieta Venegas given up her iconic sound to appeal to the masses on this opportunity to represent her country and legacy?

But hey, people are talking about it and streaming it, anyway.

Is A Book The New Item?

Forget designer bags because physical books are the internet’s new favorite flex.

Supermodel Kaia Gerber and pop star Dua Lipa are among the many celebs who’ve led book clubs for fans. Library Science, Gerber’s book-driven culture project, recently collabed with A24’s Cherry Lane Theatre in NYC for a one-night only reading series of essays, short stories, poetry, photography and internet commentary.

These pop culture leaders are influencing their fans to connect with literature as a way to build community, grow their worldly observations and see the act of reading as “glamorous” instead of boring.

Even the fashion industry has tapped into this trend by designing luxury book totes, or by featuring a model reading in their advertisements (looking at you, Coach). It’s clear that for Gen Z literacy is a status symbol worth spending a pretty penny on— especially in a world full of AI slop, tapping into analog activities that promote intelligence is hot.

Influencer beauty brands are sparking controversy… again

Influencer beauty brands are in the spotlight again, for the wrong reasons.

The newest face joining BeautyTok is Olivia Jade, with the launch of her new brand “O.piccola.”

Focusing on the “clean girl aesthetic,” Jade’s makeup line consists of one product: a dual-sided stick-format bronzer and highlighter duo.

You’d think that by adopting a “one-product-only” business model, they would account for the lack of product diversity with an extensive shade range.

And yet, that is exactly why she has found herself (once again) tangled up in online drama. So, for $44, you can get the exclusive shade range of light, medium and dark (yes, those are the only options.

Disappointing? Clearly. Surprising? Not so much.

Now, the brand has been reviewed by other beauty influencers such as @golloria, who is popular for calling out brands for their lack of inclusivity for people with darker skin tones.

As a response, Jade has stated that her project, O.Piccola, is completely self-funded — the reason why she is not currently able to provide more shade ranges, but is working towards doing so.

The issue here is not that Jade’s self-funding model is jeopardizing her brand’s inclusivity, which other brands have been able to do successfully even without prior social media popularity, it’s that the product is not initially intended for darker skin tones.

While marketing claims that the product will leave a “natural, skin-like finish across a range of skin tones and types,” the default customer is not dark-skinned, as they cannot yet participate in using the product, and are instead told to wait.

Jad’es beauty brand isn’t the only influencer brand that landed in hot water this past week. Patrick Ta’s most recent makeup line release of “transition blushes,” a makeup term that was popularized by Black beauty creator @paintedbyester, sparked outrage.

The discourse that followed included people shading Patrick Ta for stealing a technique popularized by a black woman and claiming it as his own, and painting him as selling overpriced and unnecessary blushes with low pigment as a cash grab scheme.

Moral of the story is: if the product you sell includes pigment, make sure it is pigmented for everyone.

Patty-Gonia vs. Patagonia

It’s pride month, and drag queen and climate activist Pattie Gonia is trending because she’s being sued.

Pattie’s drag name is inspired by the real place in South America called Patagonia, but the brand name Patagonia is trademarked. The brand Patagonia claims Pattie is doing irreparable harm to their brand.

The topic has been widely dissected online, with people defending either side. Some argue that if the brand stuck to what they preached, they would partner up with Pattie Gonia in a joint mission to save the planet. Yet, others argue that if Patagonia loses the lawsuit, it would allow people (and brands) to copy and reproduce plagiarized material for their financial benefit.

It is a tricky conversation where consumers, brand representatives and those defending Pattie need to tread carefully.

But the reality is: if you have a strong brand mission, partner up with those who authentically share your values — instead of driving a wall because of sales and logistics.

Run Clubs Become The New Tinder

For twenty-somethings, it feels like every time they open Instagram they’re met with either an engagement post or a Strava screenshot showcasing an old friend’s run club results. And for the lucky (or unlucky?) few, the engagement post came from a run club meet-cute. The reality of actually meeting the love of your life while wearing sweaty spandex may be few and far between, but for a generation struggling with social anxiety, phone addiction, and an inability to communicate face-to-face the appeal makes perfect sense.

Enter: the rise of the run club.

Suddenly, every small town has five. And below the surface of what appears to be a friendly group of runners is the new version of Tinder.

Last week, Time Magazine put out an article about the hookup culture quietly brewing inside certain run clubs that quickly exploded across social media, with commenters joking that these clubs are less about running and more about a different type of cardio. Some posts backed the friendships and genuine bond they’ve built at run clubs, while others shared horror stories about friend groups imploding, awkward romantic entanglements, or runners who genuinely just wanted to train being forced to navigate accidental love triangles before hitting stride in their tempo run.

Yet, this isn’t necessarily the club’s fault. It’s the culture around dating in Gen Z. Now a date means, you’re likely to have a guy beg to go home with you after splitting the bill 50/50 and looking at you as if you grew three heads when you say you don’t do casual. Romance is gone, instead replaced by easy sex and casual flings. Some are simply saying no, but there’s still a pressure to attempt to ‘hook up’ without ‘catching feelings’ as if caring about someone was a disease.

Now the question is, if small town clubs built around athletics are being infiltrated by this mindset…where can people who want genuine connections (romance or otherwise) go?

Gen Z is craving realness and the brands, businesses, and communities that figure out how to facilitate that offline connection without making it feel overly transactional are the ones Gen Z will keep running back to.

Dot Cake Mania

Chances are, if you don’t live under a rock, you’ve already seen Butterfield Market’s Dot Cake.

The tiny cakes coated in sprinkles from the iconic New York grocery store have spiraled into a viral trend across social media, proving that influencer marketing is very much alive and dangerously powerful.

What started as a seemingly innocent review video quickly spiraled into a full-blown social media phenomenon after creators like Greta Louise, Halley Kate and Jaz began posting their own taste tests, rankings, and dramatic reactions. Suddenly, the tiny cakes were everywhere. East Coasters lined up to buy them. West Coasters started attempting DIY versions in their kitchens with Trader Joe’s sheet cakes. And viewers who had never stepped foot inside Butterfield Market were now emotionally invested in frosting-to-cake ratios and just how well the sprinkles lined up.

But because the internet can never leave a trend alone for too long, the dot cake evolved almost immediately. Enter: anti-dot cakes. Creators began making savory versions layered with blinis, crème fraîche, truffle chips, caviar, smoked salmon, and whatever other luxury ingredients they could stack into aesthetically pleasing circles. Somewhere along the way, cake stopped being dessert and became a new form of muckbang.

What’s most interesting isn’t even the cakes themselves — it’s how quickly the internet standardized the trend. Nearly every review video mirrored the pacing, framing, and reactions of the original viral post. Gen Z doesn’t just participate in trends anymore; they replicate them almost beat-for-beat until the format itself becomes recognizable shorthand.

And honestly? That’s why brands keep throwing money at influencers. One well-positioned creator can turn a niche grocery store dessert into the food discourse of the week. In an era where traditional ads are increasingly ignored, watching someone casually eat a tiny cake on camera somehow feels more convincing than a million-dollar campaign.

Should You Be Using TikTok Shop?

The affiliate program on TikTok, otherwise known as TikTok Shop has been alive and well for the last few years, but recently the popularity of the program has spiraled as more people began sharing exactly how much they were making per month (with screenshotted proof).

The top 1% creators are making well over six figures a year, some pulling in an average yearly salary in a month. While many are still referring to the creators participating in it as ‘cringey,’ the money certainly isn’t. And now, big brands are jumping in, offering creators free samples to film videos with their products. Think: Summer Fridays, Glow Recipe, Converse, Bala and even Goop have joined the affiliate program.

Other brands are seemingly holding back, even as creators and audiences beg them to join the program. The cringe factor is the main thing that seems to hold executives back, but according to Capital One Shopping in 2025 71.4 million people were shopping from the app, and that was up 25% from 2024.

It continues to grow. So we’ll just remind you: TikTok used to be cringe. Influencer marketing used to be cringe. Magazine ads used to get side-eyed. But now it’s normalized, and the early starters are all enjoying an island vacation this summer while you’re still working.

Spotify… you’re losing us

On May 14th, Spotify users opened their phones to an unwelcome surprise: a new logo. And while young people do like refreshes, this one provided users with a jumpscare more than excitement.

Gen Zers rushed online, announcing ruined days that could only come from long-time Spotify users.

(For non-Spotify users, the iconic logo switched from flat and timeless to a 3-D shining disco-ball.) Heads were scratched, is an artist dropping something? Is Spotify attempting a rebrand? And then came the good news.

It’s only temporary.

After mixed reviews and online backlash, Spotify released a statement on X confirming that the new logo is not permanent — it was only part of their “Party of the Year(s)” campaign in celebration of the app’s 20th anniversary.

Yet, the backlash provided an interesting insight.

Don’t betray your customers’ loyalty by changing what they already know and love…but if you’re looking for some extra media attention, feel free to make that temporary change to stir up some online buzz.

Tour All The Time. Put Effort In, Occasionally

Harry Styles kicked off his new “Together, Together” tour in Amsterdam, but it has left fans with experiences that were less than to be desired.

After setting the bar high with his “Love On” Tour and tickets being up to thousands of dollars higher, fans are feeling let down by the British pop star’s lack of energy.

Some complaints have been the boring visuals, set lists, departure from the David Bowie-esque costumes, obstructed views and isolated crowd engagement from the wrongfully used giant stage.

All this begs the question: Are we really in this together, Harry?

The thousand dollar tickets combined with the extensive tour schedule — he must love New York considering his 30-day residency at Madison Square Garden — Gen Z sees this as a money grab rather than true fandom bonding.

Other artists like Beyonce and Taylor Swift have reinvented what a concert is in the 2020s, artists should recognize this new standard, acknowledge their precedents and aim to go higher.

When you create a strong visual aesthetic and brand experience, you can’t sell something with a ginormous price tag but not continue with effort. Gen Z can smell B.S. and they will not ask for an encore for bad quality.

Samsung isn’t brat anymore?

Charli XCX just threw a past brand collaboration out the window.

After working with Samsung for years, the Grammy winner has welcomed a new shareholder and ambassadorship with Nothing — a British electronics company whose tagline is literally “throwing rival tech out the window.”

She’s known for her unexpected and experimental career choices but Gen Z sees her taste as totally authentic. She isn’t in it just for the clicks, she puts energy into a vibe she’s seriously proud of.

Having Charlie xcx grant her perspective to a company looking to reinvent the ways culture and tech combine feels right, and can attract new customers since fans flock to her authenticity and the things she endorses.

In short, don’t be afraid to expand your collaborations even if they might not totally fit your aesthetic.

Especially when working with household names or influencers, be intentional about why you are choosing to collaborate with them, and how their image can propel your brand forward besides just adding a face to a brand.

Looks sell, but smart collaborations and brand direction sell more.

The higher the heel, the closer to…

After years of athleisure and overpriced sweatshirts reigning supreme, high heels are back!

Upon this realization, creators raced to their closets, strapping heels to their feet and took to TikTok to flex their extensive shoe collections that had been retired when comfort took control of the style agenda.

The cooler wedges and colorful mules have strutted their way to virality. But, any bland and ill-fitting ones can be left in their boxes.

Gen Z grew up watching celebrities and TV characters wearing the tallest heels to mundane tasks. And now that they’ve grown up, it’s their turn to take back the heel.

Think “dressing for the job you want” turned up to a Gen Z extreme: heels are a way to enjoy life to the max.

So let’s stop prioritizing comfort and dress to the occasion. After all, impressions are everything.

What is “Weird Girl Money?”

Creative direction is the new currency for brands to intrigue Gen Z and get them to buy your products.

A creator with the username @theefolio, who has managed to make mood-boarding and vibe-curating her job, has been sharing how to make “Weird Girl Money” on Tiktok.

The creator’s series on how to make money by being weird, is all about bringing all of your ideas to the light no matter how off-putting or unique.

In a digital world where people’s attention spans are shorter, the curiosity gap for younger generations has shrunk to not pay attention unless something stands out from their daily visual junk.

People are starting to notice and value the thinking that goes behind building a brand, and if it’s lacking… it’s flopping.

This newfound appetite for clever creative direction is part of the reason why Alix Earle’s new skincare brand “Earle Actives” didn’t land well with Gen Z a couple months back.

They judged the marketing campaigns, the packaging, and even the name for not having a clear and cohesive branding or creative direction.

Bringing a good product to the market is no longer cutting it — the criteria for the public’s approval has expanded to being a little odd, thinking outside the box, and bringing something fresh to the table.

The “Red Flats Girl” gets it

The first Monday of May is the most important day of the year for any celebrity attending the event, or any fashion girly watching the live stream from home. But this year, no one was more important than “Red Flats Queen.”

Throughout the past week, thousands of creators on Tiktok have been referencing the video of a Tory Burch VIP assistant who stole the show — and not just because of her vibrant red shoes.

In the video, the Red Flats Queen was seen redirecting traffic and doing things outside of what her job probably entails.

And with the release of “The Devil Wears Prada 2,” and the official Gay Halloween costume of 2026, it is no secret that hard-working interns are back.

Her virality on Tiktok can be attributed to her driven and committed spirit, showing the nerve it takes to participate in an event of this caliber, but it has also resulted in the red Tory Burch flats to sell out online.

The fans, initially intrigued by the scenario she found herself in, recognized the statement piece in her outfit and were able to tie her back to the brand she worked with.

In any case, it proves that these flats were made for running around (through its most reliable wearer).

So for any brands out there, make sure to capture the sweat-dripping work of your loyal interns while wearing your products and showing off why the product is worth it — they might be the new reason why it goes viral/sells out!

Makeup Mania

After seasons of make-up falling into the ‘clean girl’ category, we’re happy to report that Gen Z has dropped their Rhode blushes and picked up a glitter pen for their eyeliner instead.

Part of the trend is coming from the third season of Euphoria being out, but much of it can be traced back to influencers and celebrities online embracing their inner make-up freaks and testing out new playful colors and details that extend the limits of what is considered normal.

Celebrities like Zara Larsson are embracing a colorful look, and the Met Gala red carpet proved that diving head first into a glitter bomb is the only way to do your eyeshadow.

Makeup is fun again, Gen Z cries!

It seems like young people are realizing that the easiest way to express themselves is via all the makeup they shoved to the back of their bathroom when clean girls took over.

But, here’s the real beauty secret for you: with makeup becoming fun again, self-expression and individualism is what’s really trending. Nobody wants to look like everyone else, so help young people to be different.

Leaked Labs Is On The Outs

As more young people spend their newly found ‘adult money’ (or even their allowances) on makeup, the beauty industry is attempting to keep up.

And for some, that’s leading to a crash and burn more than an uptick in sales.

One of the most recent brands entangled in online drama is Leaked Labs, a new makeup brand that prides itself on innovation — and has been having a rough couple of weeks on “MakeupTok”.

Built by the influencer couple The Lipstick Lesbians, Leaked Labs, has been receiving a lot of backlash for selling, what technically are, market test samples (hence the name, Leaked Labs) for $34. Marketed as finished products that bring the consumer closer to the manufacturer through “early access innovation,” the internet has called them “failed products” and even “unsanitary.”

With the unsuccessful launch of their new product “Amplify Flexi Powder” – a thin sheet of eyeshadow pigment that activates with liquid – Leaked Labs became the guinea pig to prove to us all that young people don’t want to be involved in the product development process.

While Gen Z loves innovation, they want to feel as if they are being let in on a secret or advising a process. And even if they were fans of the show Lab Rats in their tween years, they aren’t interested in spending their hard earned money to actually become one.

Forget Performative Males, Performative Skincare Has Taken Over!

And, when makeup is taken off, bare faces are still covered.

If you walk around a college campus and see girls wearing undereye patches out in public, don’t be alarmed and think they just rolled out of bed. This accessory is extremely intentional. Wearing your skincare in public has become a new status symbol for wellness freaks and Gen Z beauty gurus.

Yes, we’re one step away from seeing a teen in a clay mask at 9 a.m. Prepare yourself.

Just as we’ve grown accustomed to seeing colorful pimple patches in fun shapes, like stars, hearts or even Snoopy, on young people’s faces–many are now walking outside with their undereye patches still on.

The most recent eye patch trend has propelled Hailey Bieber’s brand, Rhode, to even more success. Their peptide eye prep patches are branded with their logo, but more importantly: they are expensive ($25), especially for their younger Gen Z audience.

Whether its placebo or these patches actually work, the functional and wearable accessory nature of the product is making the trend stay consistent. With the price, “Instagramability” and the branding being instantly noticeable it doesn’t seem to matter if these products work. Aesthetic skincare is a lifestyle Gen Z loves.

Ok, Swan Beauty, We See Your Game

When a bachelorette trip leaves the country, it rarely becomes headline-worthy content. Even when it’s an influencer. What’s another trip to St. Barts?

That is, until last week.

Bridgette Pheloung (aka Acquired Style) took her 1.7 million followers along for her bachelorette trip…which also happened to be a brand deal. The brand? Swan Beauty… and if your first reaction is “who?”, you’re not alone. That was the collective response from the rest of the internet.

Because before this trip, Swan Beauty wasn’t on anyone’s radar.

But the execution of this brand trip? Hard to ignore.

It all started with a private jet. Then came the bedazzled looks and itinerary of dream activities. Finally, it wrapped up with gifted products for the entire bachelorette party and anyone on the internet following along.

The nonstop content that felt aspirational but just vague enough to keep viewers guessing. Every post hinted at something bigger, without fully revealing the product behind it.

The trip itself became a campaign. It wasn’t quite an ad, nor was it just another brand trip. It became a narrative of a brand’s style while the audience was left guessing exactly what the brand sold. By the time Bridgette finally sat down post-trip to explain the partnership in a GRWM, the audience was already invested.

The reveal? The entire experience was funded by an AI-powered beauty mirror.

Yes… a mirror.

And somehow, after one highly curated bachelorette weekend, Swan Beauty went from “who is that?” to a recognizable name among Gen Z girls. Proving that for this younger audience, the product doesn’t always matter as much as the lifestyle you’re showcasing with the product.

Accidently Demi Moore

What would you do if a celebrity’s package showed up at your door? Open it…then immediately post about it? Exactly. And that’s precisely the behavior Lancôme is counting on with its latest PR stunt.

With Demi Moore as the brand’s new global ambassador, influencers are receiving packages addressed to her, complete with notes hinting at her “love” for the Absolute Longevity line. It’s subtle, a little confusing, and very intentional.

And it’s working.

Instead of the usual overproduced mailers, this feels a bit more exclusive. A little mistaken identity, a little behind-the-scenes glamour. Even though hundreds of creators are getting the same box, it still reads as niche, personal, and (most importantly) worth sharing. Because posting a product is one thing. Posting something that looks like it was meant for Demi Moore? That’s content.

Gen Z, of course, is in on the joke. They know it’s a stunt. But that’s kind of the point. The campaign works because it doesn’t pretend to be anything else, it just leans into the bit. And in a feed full of predictable PR hauls that are often just free products with no story, the thought and care behind these packages is what actually makes people stop scrolling.

Gen Z isn’t falling for the mass consumption of PR hauls anymore, they’re more curious about the creativity behind them.

Ending Years of Hailey Hate

After years of Hailey Bieber being the internet’s favorite punching bag, courtesy of diehard Justin Bieber and Selena Gomez fans (and, honestly, just the internet at large), there’s been a sudden, slightly confusing switch-up post-Bieberchella.

Following her husband’s performance, clips began circulating of Hailey encouraging Billie Eilish to get on stage with Justin. The moment itself was small, but the aftermath wasn’t. As it went viral, Billie shared stories about how Hailey had supported her behind the scenes for years. And after this emotional reveal, the internet collectively shifted their feelings about Hailey. Suddenly, videos flooded feeds of people proudly declaring themselves Hailey defenders. Others rushed to clarify they were never haters to begin with.

And Hailey? She’s not exactly basking in the redemption arc. Married, a mom, and now a billionaire, she responded with a quick Instagram story: “All good on apologies, the therapy’s already been paid for. Save it!”

It’s a sharp line, and a telling one. Because while Gen Z has moved away from traditional “canceling,” replacing it with something more fluid, the behavior hasn’t disappeared. If anything, it’s evolved in a potentially more harmful manner. Instead of fully writing a brand or a celebrity off the internet altogether, the cycle now looks more like mass criticism, pile-ons in comment sections, and waves of DMs that are often both cruel and unnecessary. Then, just as suddenly, the internet often switches after a few weeks or months to love bombing.

We’ve already seen the same thing with Target, Starbucks and countless other brands outside of celebrities. Gen Z initiates a mass-boycott and then suddenly a product drops or someone does something that causes much of the generation to rush through the doors.

So…the best PR move when you’re getting cancelled? Do nothing at all except continue to be yourself. Young consumers won’t shut you out forever and eventually you’ll become cool again.

Euphoria needs to be redacted

Sunday evenings mean something again! It’s only week two of HBO’s Euphoria rolling out season three episodes, and fans are already having mixed reactions.

This new season has overindulgent sex scenes with a high likelihood of you seeing an actress’s breasts in the first five minutes. And the depravity doesn’t seem to end there. In episode 2, Cassie Howard (Sydney Sweeney) dresses up as an infant for her Only Fans page, and even Euphoria’s most loyal fans are not buying it. Long-time viewers of the show have taken to social media to complain that this season, in particular, oversexualization and fetishizing taboo or depraved topics is being used solely for shock value, which isn’t being accepted by Gen Z. Maybe it’s time for Euphoria to take a hint: sex might sell, but not when it’s served in a doggy costume or with the sexualization of minors… basically “fetishizing” the women on screen.

Chloe Cherry, a former adult film actress who plays “Faye Valentine” in Euphoria season two, recently spoke to Refinery29 about the show’s focus on sex work with Cassie filming for OnlyFans, Rue (Zendaya) handling strippers and Maddie (Alexa Demie) taking pornographic photos of her talent agency clients for her own financial benefit. Chloe Cherry said that sex work and OnlyFans have become “normalized” and the over-glamorization of these industries is a reflection of the negative effects of capitalism and the declining economy. She said — and some members of the Gen Z audiences may agree — that there is no empowering narrative with sex work, even while seeing it for its nuanced nature as someone who was in the industry. In terms of the show, she isn’t necessarily agreeing with what the characters are engaging in.

Gen Z viewers want consistency in what they watch. Many loved the spicy, irreverent and often tongue-and-cheek view of young adulthood that Euphoria gave them. But now many are older, the characters are older, and the same shenanigans feel like something to be left in the past.

The girls…aren’t fighting anymore?

In the early 2000s, the easiest way to get noticed was to pit the two most famous female popstars or rappers against each other (à la Britney and Xtina, or Tupac and Notorious B.I.G). Resulting in headlines about awkward interactions at the VMAs and diss tracks breaking the charts, in the 2020s, this PR method is now dated. People no longer want to see the girls fighting…they want to see them winning.

Whether you attended Weekend 2 of Coachella Arts & Music Festival — or watched via Instagram livestream — this switch was noticed both live and online.

Headliner Sabrina Carpenter surprised Friday’s crowd with the Queen of Pop, Madonna. The pair performed “Like a Prayer” and “Vogue” while debuting a new collaboration from Madonna’s upcoming album, Confessions II. Young fans have compared the two pop divas, so it’s refreshing to see Sabrina giving Madonna her flowers on stage and Madonna being receptive to this inspiration.

Then, as if Coachella performances wanted to highlight our case even more, Addison Rae brought out Olivia Rodrigo, introducing her as the “it girl” . The duo giggled and danced around the stage during the debut performance of Olivia’s new single “drop dead.” Addison, a recent Grammy-nominated singer and former TikTok creator, collabing with global popstar Olivia felt like a true celebration of girlhood and female artistry where competition was gone and lifting each other up was now officially deemed cool.

Then, on Saturday Hailey Bieber, Justin Bieber’s wife, shoved Billie Eilish onstage to be Justin’s “one less lonely girl.” Billie was a proud Belieber growing up and, now both being top musicians, Justin has expressed wanting to protect her from the harsher side of the music industry. Girlhood at its finest.

It’s clear that the pop music industry — formerly upholding an icy vibe — has moved to be more about uplifting, encouraging artists to inspiration from other greats, all while delivering a fabulous performance in the desert.

Whether it is true friendship — or a PR move — Gen Z is eating up this new wave of collaboration.

Are my thoughts pink or yellow?

Creators on TikTok are classifying their emotions via colored font theory.

If you are expressing feelings that could be classified as romantic or idealistic, you better write that in pink. With the #pinkfont having 76.2k posts, creators are writing any kind of delusional positive outcome or dream scenario down and then immediately clicking post.

But, if you are like the other 419.8k creators, your thoughts might lean on the vulnerable confessions side…and that’s where yellow text comes in. The lemony hue is often overlaid on a collage of random photos or an original video of a creator making coffee, showing off an outfit, going on a walk, or completing another “mundane” task while sharing their typed messier feelings.

These hashtags and font color tactics are niche community tactics to build virality. You can make these blurbs as relatable or personal as you want, but the key is to be authentic in your musings of hopeful romance or sincere confessionals.

Can’t We Give Women a Break?!

The first weekend of Coachella has come and gone. With it, Bieberchella and Sabrinachella were born — the internet’s affectionate way of dividing the weekend between two favorite headliners: Justin Bieber and Sabrina Carpenter.

Each performed on separate days, and for Gen Z, it was a near-perfect pairing. Justin was their childhood. Sabrina is their now.

But once the clips hit social media, the reaction split in a far less charming way.

Justin received waves of praise. Sabrina received waves of criticism. And many viewers couldn’t help but notice the imbalance, especially given the very different levels of effort on display.

Justin showed up in a hoodie, opened his MacBook, and half-dueted with old YouTube videos of his younger self while lip-syncing through other moments. The internet ate it up. He’s back. 2026 is the new 2016. Don’t men just love showing people old YouTube videos?

Sabrina, meanwhile, delivered the opposite approach: a cinematic stage concept, multiple costume changes, tightly rehearsed choreography, and a performance built down to the smallest detail. Yet instead of being rewarded for the ambition, some millennials and older Gen Z viewers took a familiar route…calling her a try-hard for caring too much.

And that’s the part younger audiences clocked immediately.

Because if Sabrina gave the same low-effort performance Justin did, she’d likely be dragged for lacking professionalism. If Justin delivered Sabrina-level precision and production, many argue he’d be hailed as a visionary.

It’s the same old double standard in a newer outfit: men are often celebrated for showing up, while women are scrutinized for trying.

Ali/ex Gate

Many people know both Alex Cooper and Alix Earle. Cooper, the face of Call Her Daddy, has built a media empire on headline-making interviews, and oversharing. Earle, meanwhile, became one of the biggest influencers among Gen Z and millennials by turning her mess into a personal brand — and later launching her own podcast, Hot Mess.

For a while, the pairing made perfect sense. Hot Mess sat under the Call Her Daddy network, the two were seen filming TikToks, recording together, and smiling through coordinated promo content. Then… it all stopped.

No joint appearances. No explanations. No official statement. Just the kind of abrupt silence the internet instantly clocks as drama.

For months, followers speculated there had been a falling out, but neither side said much. That changed earlier this year when Alix Earle began liking and reposting TikToks that shaded Alex Cooper.

Then it escalated.

This past weekend, Alex Cooper posted a video directly tagging Alix Earle and asking her to explain what their beef actually was. Alix responded in the comments with a simple: “on it.”

Naturally, the internet lost it.

Some viewers are convinced it’s a coordinated marketing stunt. Others think it feels refreshingly messy and real in an era of over-managed celebrity branding. Plenty have admitted to refreshing Alix’s page and waiting for the storytime to drop. And everyone seems to be collectively posting, analyzing and commenting on the drama.

It’s just more proof that Gen Z doesn’t just consume content, but that they want to engage with and be part of it.

Banning Bran

Speaking of drama, the ever-loved Bran Flakezz was getting flamed over the weekend for his Coachella partnership. Known for his Philadelphia-based content, liberal views, and vocal support of both small brands and everyday consumers, Bran built an audience on feeling relatable, staying true to yourself, and eating good food. Which is exactly why his choice to attend Coachella with Starbucks didn’t land.

In fact, it flopped.

Many of his followers flooded the comments, criticizing him for partnering with a company they associate with anti-union behavior and the support of Israel, especially while Bran has consistently shared pro-Palestinian views. Many called him a hypocrite. From there, parody videos took off. Some compared Starbucks to Lockheed Martin, others mocked the idea of an influencer “selling out,” and some used the moment to air long-held grievances.

For Gen Z, they increasingly expect the influencers and public figures they support to have values — and to apply them consistently. For younger audiences, brand deals aren’t just ads. They’re endorsements. A partnership isn’t “just business,” it can be a statement about what someone is willing to overlook for a paycheck.

While the backlash mounted, Bran’s Coachella trip continued as planned. He eventually responded on Sunday, comparing his Starbucks partnership to everyday people still using iPhones or buying from Coca-Cola, despite disagreeing with those companies’ politics or labor practices.

For some, that explanation made sense. Ethical consumption under capitalism is messy, inconsistent, and often unavoidable.

But many followers weren’t buying it.

Because Gen Z tends to draw a line between everyday compromise and paid alignment. The average person may not be able to avoid a smartphone, a soda company, or the nearest coffee chain. But a major influencer who has built credibility by advocating for others can choose which checks to cash.

That’s why moments like this hit harder than a typical sponsorship scandal. It’s not just about Starbucks. It’s about trust.