What’s trending:

• Parents vs. Bullies | Think you have the perfect comeback to a bully? TikTok kids are putting their parents to the test by repeating things a bully might say to them and seeing how they respond. From “You have a big nose” to “Your house is dirty,” the reactions range from hilariously quick-witted to painfully awkward. Turns out, “No it’s not“ isn’t the comeback people thought it was. Consider this your reminder to keep a few better responses in your back pocket—you never know when you’ll need them.

• Hint: There Is No Water | If your kid asks you to film a TikTok where you have to guess which shot is water and which is liquor… run. The viral prank has parents believing only one of the three shot glasses contains alcohol, while viewers try to guess based on their reactions. The twist? Every single shot is liquor. Some parents instantly regret agreeing, while others somehow make it through without even flinching.

• That’s The Least Interesting Thing About Me | You know, some people think I’m pretty, but that’s the least interesting thing about me… People have turned this phrase into a way show off their hobbies and funny pictures. Everything from pet’s weird habits to just weird things about themselves. There is always an excuse to post insanely funny pictures on the internet under the impression that it’s a trend.

• I Am Spider-man | With everyone heading to the theaters for the new Spider-Man movie (seriously, what number are we on now?) TikTok has found a way to bring the superhero home. Users are pretending to hang from their ceilings just like Spider-Man, and somehow people keep finding more creative ways to pull it off. This trend has major peak-lockdown energy, reminding us that all it takes is a little creativity—and maybe a little delusion—to make a viral video.

Platform updates:

• Disney partners with TikTok to bring short-form fan content directly to the Disney+ app (TechCrunch)

• Meta fined $567M for failing to protect teens (Social Media Today)

• Meta makes AI Developer Assistant its primary support option (Social Media Today)

• TikTok moves to settle teen addiction trials as social media lawsuits explode (Los Angeles Times)

• Reddit’s user base grows to more than 130M daily actives (Social Media Today)

• Influencers draw backlash for attending OpenAI’s first luxury trip (TechCrunch)

• Reddit expands test of moderation tools (Social Media Today)

Brands, collabs + product launches:

• Uber Eats x Ariana Grande: Petal truthers rise!! Uber Eats partnered with Ariana Grande to help celebrate the release of her new studio album, Petal, by letting users receive a free Petal vinyl with any order of a flower bouquet. The promotion only lasted one day, release day, but was available in cities like NYC, LA, Chicago, and Miami. This comes as Uber Eats continues to dip its toes into more than just the food market, letting users get almost anything delivered to them (ex., people getting rain boots Uber Eats delivered during Lollapalooza).

• Skin1004 x Hudson Williams: It’s official! Korean skincare brand SKIN1004 has named actor Hudson Williams as its newest global ambassador. This partnership feels like a natural pairing as Williams organically credited SKIN1004 in a viral skincare routine video this past year, saying the brand’s products helped give him a glowing complexion (originally recommended to him by his aunt!).

• Old Navy x Cardi B: Launching its new campaign, “Most Wanted Denim, Old Navy teams up with Cardi B to promote new denim styles that feel high-fashion but come in at an affordable price tag. Old Navy started teasing the partnership on social earlier this week and ultimately revealing the full brand spot yesterday. In an unexpected turn, the brand spot features a handful of creators that all got their start on social, like Wisdm (Wisdom Kaye), Quenlin Blackwell, and Haley Baylee. Brooks Nader also makes a cameo in the full spot! The brand continues to put out campaign content, like this fun product-forward video with Cardi singing the denim’s praises.

Things we’re resharing:

• Twins 🫶

• Women in aviation!!!

• Work brain…pls

• Petty is my middle name

• If you know, you know

• Hell yea

• This is what I pay my internet bill for

• How do I get into this friend group?

• How was Lollapalooza?

Guest Spotlight: Avery Michels

What’s an example of something cool you saw in your industry/discipline recently?

• One thing I saw recently that I found really interesting was Starbucks starting to tease its fall drinks and seeing how strongly consumers reacted. They literally posted a video of pumpkins, and the internet immediately had opinions. Some people were saying, “It’s way too early, we’re still in summer,” while others were already excited and nostalgic for fall. I thought it was a great example of how much anticipation and emotion a product can create before it even launches. Starbucks has built such a strong connection between its fall drinks and the feeling of the season that even a simple pumpkin video can get people talking. I for one am so excited for fall and starbucks seasonal drinks!

Are there any trends or bigger strategic ideas you’re seeing this week?

• This isn’t necessarily specific to this week, but more of a shift I’ve been noticing in marketing as a whole. Brands are putting more effort into building an actual personality on social media rather than using it solely as a place to promote their products. Whether it’s being funny, jumping on a trend, or responding to something happening in culture, the brands that feel the most memorable are the ones that sound like a person rather than a company. It really shows how important it is for brands to know their voice and consistently bring it to life. This is something Butterball has been doing, and it’s been really fun to watch that personality come through in the work we’re creating together!

Who are your favorite brands or handles to follow?

• @elfcosmetics - I’m a big fan of their products, but I also really enjoy watching how they interact with their consumers on social. They’re fun, relatable, and do a great job of making their audience feel like they’re part of the conversation!

• @juliaathomasss - She’s a newer creator on TikTok who has built a platform simply by being the sweetest and most genuine version of herself. When she studied abroad, she shared a lot of independent dinners and everyday experiences that encouraged people to get out, try new things, and live life to the fullest. She’s now interning in NYC at Pickle, and it’s been so fun to watch her experience the city while also seeing the impact she’s already having on Pickle’s marketing and social presence. I think she’s a great example of how creators can have a genuine influence on a brand beyond just promoting a product.

What is something outside of your industry that you’re passionate about?

• I am very passionate about finding a good thrift find! Thrifting started as a fun hobby with my mom (she’s the real professional) and has now become a hobby I’ve completely adopted for myself. It’s one of my favorite things to do with my mom & sister, my friends, or honestly anyone who is willing to go. Give me a coffee and a few hours to thrift, and I’m happy! I’ve found everything from furniture to home décor, and I love having a vision for something and then going out and hunting for it. There’s something so great about finding something you didn’t even know you needed!

• Apparently, Fall 2022 was the blueprint | TikTok is in full nostalgia mode, with creators reminiscing about what many are calling the “last perfect fall.” Timelines are filled with old photo dumps, cozy campus walks, pumpkin patches, coffee runs, and golden-hour drives set to nostalgic audio. No one can quite pinpoint what made that season feel so magical - maybe it was the crisp mornings, maybe it was the oversized sweaters, or maybe everyone was just happier with a pumpkin spice latte in hand. Whatever it was, the internet has decided it’s worth chasing again, providing that sometimes the strongest trend isn’t something new-it’s a feeling people can’t stop trying to recreate.

• The Odyssey | The Odyssey has officially arrived, and one thing is clear: social media has unanimously decided this is an IMAX movie. Timelines are flooded with posts urging people to experience it “the way Nolan intended,” turning the format itself into part of the cultural conversation. Beyond the IMAX campaign, TikTok is overflowing with spoiler-free reactions, mythology deep dives, cinematic edits, and fans dissecting every stop on Odysseus’ journey. Apparently, a story that’s been around for nearly 3,000 years just needed Christopher Nolan - and the internet - to become everyone’s latest obsession.

• Let the Lollapalooza crazies begin | Get ready for a packed weekend of Lollapalooza content as the festival officially kicked off in Chicago yesterday. So far, the Lollapalooza account has once again returned to content formats that made them go viral last year. Fans have been sharing their festival experiences, including clips of their favorite artists performing. As expected, Lorde drew a massive crowd Thursday night, with many claiming that it was a “life-changing performance.” Lorde also brought out Charli xcx to perform Girl, So Confusing. It’s about to be an iconic weekend for sure.

Platform updates:

• Meta still has the widest social media reach (Social Media Today)

• TikTok charged with breaching EU tech rules on online safety for kids, EU says (Reuters)

• LinkedIn adds a button to report AI-generated ‘slop’ (TechCrunch)

• Snapchat now lets you share what you’re listening to in real-time via ‘Snap Map’ (TechCrunch)

• HBO Max embraces vertical video with a new ‘Shorts’ feed (TechCrunch)

Brands, collabs + product launches:

• Reese’s x Lindsay Lohan: Reese’s and Oreo stans are eating good today as the brands put together a fun social campaign tapping into nostalgia with the help of icon Lindsay Lohan. The campaign gives a wink and a nod to the Parent Trap film as Lindsay Lohan plays a therapist at a “Twin Retreat” trying to help two bickering twin sisters find common ground, which they finally go over a REESE’S OREO Cup. The campaign started with a cryptic static teaser post, then moved into a video directly showing Lindsay Lohan and eventually dropping the full spot on social.

• Insta Cart x Hannah Berner x Antoni: Instacart is fully leaning into the joke that has circulated on social for years that male Instacart shoppers continuously mess up orders and deliveries. The campaign is an episodic social series with new installments seemingly dropping weekly. It’s titled “The Male Shopper Project” and features Antoni, who appears as a strict drill sergeant training confused male shoppers on grocery basics while a skeptical Hannah Berner watches. This is definitely a series to keep an eye on when the next episode drops 8/5.

• Merit x Dan Levy: Merit continues to tap influencers and celebs for get-ready-with-me style videos. This time, Merit shared a video featuring Dan Levy. And while Dan gets ready, he shares unfiltered thoughts about his career, imposter syndrome, anxieties generally, and even his hopes and dreams moving forward.

Things we’re resharing:

• This is exactly how it feels

• It is that serious

• Put this in the pop culture history books

• Get me in Tracy’s car NOW

• Quite literally

• It’s not a trend, it’s just this dude

• And another example

• Being 29 coreeee

Guest Spotlight: Max Berkson

What’s an example of something cool you saw in your industry/discipline recently?

• Over the weekend, I spent time at the Jersey Shore. While relaxing at the beach, without a thought behind my sunglasses and sunburnt face, I noticed three banner-towing planes flying right over the waves with three colorful signs. Funny enough, I don’t even remember the brand which doesn’t say much about their creative placement to me. However, to have three synchronized planes, so low-to-ground was pretty inviting to see.

Are there any trends or bigger strategic ideas you’re seeing this week?

• Of course the movie everyone is talking about is The Odyssey by Christopher Nolan. Not only does the film have such a strong cast from Matt Damon, to Zendaya, to Anne Hathaway, to even Travis Scott of all people. This film convinced people to go to movie theaters. One reason behind this resurgence was due to the IMAX craze which was a huge technical feat for the film production industry. As always, when most people think of Christopher Nolan, you think of the popular movies he’s created. So in a sense, he’s seen as a brand as well. I have yet to see it, but I’ve only heard good things from this film and I’m ecstatic to watch it.

Who are your favorite brands or handles to follow?

• @redbull - Redbull always performs these incredible stunts and games which are so fun and cool to see from the sidelines for a minute or less.

• @kdmkitchen - This is Keegan McManus who started out in North Jersey (just like me) and went from consulting to full time private chef. All of his cooking, prepping, cocktail making is shown on this account and he works on the Jersey Shore. He’s also had some big time clients like Martha Stewart. It’s great to see someone from my area become such a huge hit.

What is something outside of your industry that you’re passionate about?

• I am very passionate about music. On a daily basis, music has been one of my biggest support systems and I’m truly interested in the production of songwriting, the performances and the minds behind it all. I had the opportunity to see Tame Impala just two weeks ago in Philadelphia’s Xfinity Mobile Arena. From the strobe lights to the stage setup it was absolutely stunning. Kevin’s performance and voice was so nostalgic and mesmerizing it felt like a fever dream. He even had security hand out water so no one got too dehydrated. His, as well as other artists’, music has gotten me through some tough times and I will continue to be a supporter of such creatives.

What’s happening on CL socials:

What’s trending:

• The Summer of Jimothy- A raccoon from Seattle with a spine condition has taken the internet by storm. He’s the star of fan edits, basketball in-game assets, Roku City, and is becoming the inspiration behind branded content. Slim Jim has taken a particular liking to the creature, and can be seen regularly popping up in comment sections where Jimothy is mentioned.

• Cyclosporiasis Frenzy!- The parasite is taking over our lettuce AND our social feeds! There’s toddler parents bonding over the lack of access to safe berries, and people wanting to lose weight threatening to eat unwashed fruit. Brands like Taco Bell and Taylor Farms have been dragged on social media for their potential contamination. Taco Bell clapped back with screenshots of positive comments in paid social ads.

Platform updates:

• Snapchat Opens Pre-orders for Specs AR Glasses (Social Media Today)

• Negative Sentiment Threatens AI Glasses Push (Social Media Today)

• Addiction Lawsuit Against Meta Dropped (TechCrunch)

• Instagram Now Lets One Swap Music in Old Posts (TechCrunch)

• Threads Rolls Out Parental Supervision Tools (TechCrunch)

Brands, collabs + product launches:

• Depop x Zara Larsson: It has been a big year for early 2000’s styles and who has been a vocal champion of that renaissance? Zara Larsson, of course. Depop recently partnered up with Zara on an exclusive storefront called “The Zara Larsson Edit,” which included a handful of pieces that fit within Zara’s current fashion landscape, and best yet, you could buy ‘em! The social campaign included a video series that launched with a hero post highlighting Zara’s bubbly personality and a list of Zara lore that you need to be either a fan or chronically online to understand (a lil Easter Egg moment!). The series also included a few BTS posts and a video of Zara talking about types of fashion she looks for on Depop.

• Energy - Kim Kardashian: One thing about Kim Kardashian, she knows how to not take herself too seriously. In an effort to launch her role as a co-founder of UPDATE Energy Drink, Kim dropped a satirical, self-aware marketing campaign to generate buzz and excitement for the new drink offering. What makes UPDATE different? It’s caffeine-free and instead powered by paraxanthine to provide a clean focus without jitters. The campaign launched on social with a mock press conference packed full of meme-y online self references.

• TRESemmé x Belmont Cameli: The Off Campus craze hits yet another brand with TRESemmé partnering with Off Camus star Belmont Cameli to be the face of the brand’s expanded Bouncy Curls Collection. Cameli was the perfect pick for this campaign as his curls are well known and loved among Off Campus fans. The campaign is titled “Hot Curl Summer,” and centers products that withstand humidity without crunch or heavy buildup. The drop on social of course included a teaser video, teaser carousel, AND a launch video.

Things we’re resharing:

• Lolla is coming up!!

• Kahjiit has wares…

• Does anyone have that one coworker…

• Uber drivers casually holding society together

• Don’t get sassy

• Trigger warning: Emotional

Guest Spotlight: Nadia McGrath

What’s an example of something cool you saw in your industry/discipline recently?

• One thing I thought was really cool this week was Samsung and Liquid I.V.’s Spider-Man: Brand New Day campaigns. I’ve really been loving how brands have been leaning into entertainment and film/tv recently to not only expand their storytelling, but also to tap into the excitement and investment that already exists for those audiences. It’s definitely not a new idea, but these campaigns do a great job of showcasing their products in a way that builds on the story instead of taking you out of it. I especially thought Samsung was clever in presenting the need of its product by comedically showing Spiderman’s stack of broken phones before revealing a new foldable design that could survive all his adventures. There’s so much anticipation around the movie and love for the actors, that whether it’s an actual trailer or a Tomdaya compilation or an ad, fans will soak up any Spiderman content that comes out, and these ads are just as entertaining as they are product focused.

Are there any trends or bigger strategic ideas you’re seeing this week?

• Nostalgia marketing has shown up again and again this past year and it popped up again this week with the Gap x Hailey Bieber and Depop x Zara Larsson collabs, each using a longing for 90s and Y2K fashion and aesthetics to draw people in. The Gap x Hailey Bieber ad also plays with the trend of analog media/experiences, with lines reminiscing on a time when you “tore out pages instead of saving posts” and “going online meant getting off your phone.” My feeds have been full of people picking up film cameras, finding vintage photobooths, making scrapbooks, creating personal curriculums, creating lists of hobbies to “unrot your brain” or get addicted to being off your phone. These have been around for a little while now, but it doesn’t seem to be going away.

Who are your favorite brands or handles to follow?

• @goodthingsphl – For all things happening in Philly

• @meicrosoft and @the_wigs_and_makeup_manager – I’ve done body painting and SFX makeup for many years and though I haven’t done much recently, I love seeing what others do

• @vita________lenta – To add some calm

What is something outside of your industry that you’re passionate about?

• Pottery and wheel throwing is definitely my latest obsession. I love how focused you have to be while doing it, that you literally can’t touch anything else when your hands are covered in clay, how it beats up my internal perfectionist, and how lovely it is to drink my morning coffee from a mug I made myself. I’ve done acrylic and body painting all my life and even dabbled in clay sculpture, but wheel throwing is a totally new arena and I’ve really enjoyed learning a new skill. It’s really cool to think about the design and functionality of items that are so integrated into our daily lives.

What’s trending:

• Worth Your Money | Guard your wallets, people are making lists of things to buy again! Social users are making their personal quick-hit lists of the top things that are worth the money and we’re feeling seriously inspired to add to cart. If you’ve ever considered getting a Breville, a Hatch alarm clock, YouTube Premium, AMC A-List, or laser hair removal… don’t watch these videos. I may be investing in a Barmble though (we listen and we don’t judge).

• Press Record AH AH AH | You never know when pressing record is gonna make history—much like Beyonce when she whipped out “Partition” on a whim. In this new trend, creators are taking the words of the legend herself to highlight the moment that they went viral. Whether that be Alex Earle asking “Is this too much for a little bar in New Jersey?” or Chef Tini asking her boyfriend what he wanted for dinner.

• Post-Villa Run | Our favorite (and least favorite) Islanders are officially off island time and are back to the real world, equipped with an iPhone and a new career as full-time influencers—our favorite part of the season, if you will. Thus far, our Everything Bagel is taking the lead for best post-Villa run thus far thanks to this iconic photoshoot and a quick-turn brand collab opportunity with Pop Up Bagel. Brinity is still our favorite ship (duh), but Kenzie and Dylan are seemingly stronger outside the Villa than they were inside. In other news, Kayda and Trinity got new hair (earth shattering news, I know), Sincere is somehow the least sinister person in his family, and podcasts are wasting no time getting our cast on their shows. Rooting for (some) of these couples as they take on the real world!

Platform updates:

• Meta pulls new AI image feature after days of backlash (BBC / Social Media Today)

• TikTok launches AI literacy measures (Social Media Today)

• EU Commission preliminarily finds Meta apps addictive (Social Media Today)

• Meta CTO confirms facial recognition in AI glasses (Social Media Today)

• Instagram will charge for AI access (Social Media Today)

• UK officials propose overnight social media blackouts for teens (Social Media Today)

• Threads adds flair tags for community posts (Social Media Today)

Brands, collabs + product launches:

• Gap x Hailey Bieber: Gap is throwing it back to 1996 with the help of Hailey Bieber in a new campaign launch of “The Hailey Jean” — a denim capsule reimagining Gap’s relaxed denim through a 90s lens and Hailey’s personal taste. The campaign kicked off on social with a handful of short teasers, moved into a launch hero video, sprinkled 90s-inspired photoshoots, and BTS content captured on, you guessed it, a digicam (aka, a camcorder).

• Rare Beauty x Ella Bright: It’s a first! Rare Beauty just named Off Campus star, Ella Bright, as its first-ever brand ambassador. The campaign is titled “Made You Blush” and is built around Rare Beauty’s cult-favorite Soft Pinch Liquid Blush. The campaign taps into Bright’s role in Off Campus with the tagline “Everyone wants to make Ella blush.” The social rollout includes teaser content, hero video of men trying to make Ella blush, and a glam-forward carousel to show off the product.

• YSL makeup basket gate: Unexpectedly, YSL is fully leaning into an X thread that went viral on social of a wife explaining that her husband won a YSL makeup gift basket at his work’s luncheon and instead of taking the prize home, he gave the entire basket to a female colleague sitting next to him. To make it worse, the company took a photo of the husband and coworker smiling with the prize and posted it to social media. Since then, thousands of users on social took to platforms to share their thoughts and largely rallied around the wife. Well, YSL saw this and started leaving comments on videos like “girl dump him.” Also, a social employee at YSL — Ryan Shocket — posted a video to his page of him packing a new gift basket just for the affected wife.

Things we’re resharing:

• Wholesome content for your Friday 🫶

• Call it a gut feeling

• Bobs are back in y’all

• There are no words…

• Burger the long way??

• Quality time together 😌

• Vibes

• Who else does Bryce know?!

• The chips of the summer?

Content in Culture: LOVE ISLAND FINALE

For six weeks, Love Island had the internet in a chokehold. Every episode sparked memes, think pieces, and enough “I got a text!” content to keep TikTok completely occupied. The finale gave viewers exactly what they signed up for: dreamy final dates (except for Kayda and Zach’s), plenty of tears, and one last round of “I’m falling for you’s” before America cast its votes. By the end of the night, Bryce and Trinity were crowned the winners, taking home $100,000 and closing out one of the summer’s most talked-about reality TV seasons.

Of course, the finale wasn’t really the end. Once the Islanders got their phones back, the post-villa content era kicked off almost immediately. Fans followed Bryce and Trinity’s journey home, Jen and Gal had a photoshoot to promote his coffee shop, Caleb’s trip to Vegas, and Kenzie’s guest appearance on Call Her Daddy. These days, the finale is less of a finish line and more of a launch. Fans expect the story to continue long after the credits roll, following contestants from the villa to social feeds, podcasts, brand partnerships, and beyond. It’s a reminder that for today’s reality stars, the show’s final episode is often just the first chapter of their creator journey.

Guest Spotlight: Kate O’Keefe

What’s an example of something cool you saw in your industry/discipline recently?

• This isn’t recent at all, but I rewatched the Coinbase Super Bowl ad while going through Cannes Lions winners. It’s a simple commercial that mimics a karaoke screen for “Everybody” by the Backstreet Boys. I’ve been thinking a lot about advertising with an interactive component for the consumer, and what impressed me about this ad is that it delivers on interaction, getting consumers to sing at their TV, without requiring much extra work on the marketer’s end (no website, no app, no discounts, etc.).

Are there any trends or bigger strategic ideas you’re seeing this week?

• I’ve been interested in how Gen Alpha creates entire mythologies around memes. This was true of the older Italian Brainrot trend, but more recent memes with this age group like “Folk Valley” have continued the trend of surreal and complicated lore. Back in my day, phrases and images just got remixed to death.

Who are your favorite brands or handles to follow?

• I really like @USAFacts and @PewResearch on Instagram because they break up my feed with data that doesn’t take much effort to digest. For more cultural trends, I follow a lot of magazine socials, like Interview, Dazed, and i-D. I’m also a podcast person! I like Taylor Lorenz for tech news, and Shannon Kim and Ologies with Alie Ward for learning just for fun.

What is something outside of your industry that you’re passionate about?

• I love going to museums! My favorite game is “Yes, No, Buffalo,” where you go through an exhibit and pick your favorite piece, least favorite, and one you want to talk about. The game helps you feel prepared to debrief with your friends afterward. It makes me more thoughtful and engaged, and takes away some of the social stress of knowing what to say, especially with art.

What’s happening on CL socials:

• T&T Wedding | Leave it to Taylor Swift to make wedding content trend without posting a single “wedding campaign.” Every rumored guest list, blurry photo, and floral arrangement has become engagement bait across TikTok and Instagram, proving once again that the internet’s favorite marketing strategy is letting people fill in the blanks. Nothing drives comments quite like a little mystery and a lot of speculation.

• Who Doesn’t Want To Get Engaged On The Top of The Empire State Building? | Imagine this… you’re scaling the Empire State building with your boyfriend to protest love v. power and when you turn around he’s down on one knee asking to marry you… the bar just got raised. Angela Nikolau and Ivan Kuznetsov are featured in the Netflix documentary Skywalkers: A Love Story in which these daredevils climb skyscrapers all around the world. After scaling the Empire State building, they unfurled a banner reading “When the power of love beats the love of power, the world knows peace.” And of course, it wouldn’t be a crazy love story without Madison Humphrey recreating it on a budget. The internet came for the daredevil stunt and stayed for the engagement.

• Can Someone Call Netflix? | The internet has officially decided that every mildly chaotic event deserves the Netflix treatment. From corporate meltdowns and celebrity scandals to niche internet drama and viral TikTok moments, users are joking that they’re already mentally preparing for the inevitable three-part docuseries complete with dramatic reenactments, ominous music, interviews with “someone close to the situation,” and a cliffhanger ending that leaves everyone wanting more.

Platform updates:

• Instagram tests more algorithm controls (Social Media Today)

• Meta faces potential $1.4 trillion in penalties (Social Media Today)

• TikTok launches branded microdramas (Social Media Today)

• Reddit rolls out split testing to all advertisers (Social Media Today)

• YouTube adds AI-powered comment filtering (Social Media Today)

• TikTok launches Agentic Hub (Social Media Today)

• Meta will charge for access to advanced AI features (Social Media Today)

• Edits app gets auto-translated bilingual captions (Social Media Today)

• Majority of US adults support banning social media for kids under 16 (Pew Research Center)

• Meta launches Pocket creative app (Social Media Today)

• Facebook tests view count display on posts (Social Media Today)

• Meta addresses LED tampering on its AI glasses (Social Media Today)

Brands, collabs + product launches:

• Dunkin’ x Kylie Jenner: Welcome back—again—King Kylie. Dunkin’ recently partnered up with Kylie Jenner to launch The King Kylie Collection, a trio of pink drinks inspired by Jenner’s bold and iconic King Kylie era. The campaign rollout is huge, with Dunkin’ teaming up with famous director Dave Meyers on a short but hilarious hero spot. Content on social also includes teasers from pre-launch as well as “shoulder” content that taps into infamous Kylie meme moments.

• Bath & Body Works x Hillary Duff: The throwback collabs truly never stop coming! Bath & Body Works recently tapped Hillary Duff to be the face of their new product launch, Fruit Fusion, which is a body care line inspired by the early 2000s. The collection offers four scents that are modeled after the popular fruity body splashes at B&B in the early 2000s. Promotional social content has included a hero spot, taps into trending formats, self-film content, and colorful carousels.

• Goodwipes: Unexpected OOH activations will never not turn heads. Goodwipes recently launched its “scentsational summer” campaign featuring a billboard that automatically releases a select Goodwipes scent every 30 minutes. The billboard urges people to come take a sniff…if you dare.

Things we’re resharing:

• A cinematic masterpiece

• Our “everything bagel” 🫶

• Can’t talk, making a scrambled egg

• Ohhhhh Love Island music…

• Every day is a struggle

• This is so niche, but so real

• Average ‘maggots for brains’ listening experience

Content in Culture: Life in the public eye

A variety of stories over the last few weeks have demonstrated the attention and pressure both celebrities and influencers face in the public eye. For better or for worse, the public holds these people to a high standard. It’s a double-edged sword, really, as parasocial relationships with the famed lead to insurmountable success, but also non-existent privacy and inevitable criticism. Comment sections and Reddit snark pages are chalk-full of opinions.

• A prime example as of late, is content creator, Emilie Kiser, who heartbreakingly lost her son last year in a preventable drowning accident. She faced endless breaches of privacy while mourning her son, and is often shamed for not getting a pool fence. She recently went on Jay Shetty’s podcast to share more about her grief journey and to educate on the importance of drowning prevention. Last week, she announced she is expecting her third child, and has already been clear about the boundaries she’s setting with her pregnancy journey and her future child.

• Taylor Swift’s wedding to Travis Kelce drew attention all last week and stories are still bubbling up. Rumors swirled around NYC as prep for the event began last week at Madison Square Garden. Peep our client, Butterball, being brought in for the momentous occasion. The event had an estimated 1,000 star-studded guests, with Adam Sandler officiating. By choosing MSG as their venue, the couple opted for privacy over secrecy. Details have been slowly and strategically shared, with extreme efforts taken for privacy (no phones, watermarked invitations, the list goes on). If anyone could teach a Masterclass on living in the public eye, it’s Taylor. Congrats to the happy couple!

• Those newer to the public eye, sometimes struggle as they reach new heights of prestige. Catherine Ebbs, a content creator, has recently faced backlash over a vlog of her shopping in a northeastern grocery store. She stated she felt like she was “in a simulation.” The featured store, Tops, responded with an Instagram post that was the perfect response to an odd situation.

Guest Spotlight: Carson Klaas

What’s an example of something cool you saw in your industry/discipline recently?

• Getting people back to the movie theater is something that has been a challenge. One thing that has people jonesing to go: collectible popcorn buckets. Major upcoming releases like The Odyssey and Spider-Man have released previews of their exclusive, themed buckets (i.e. an IMAX camera, Trojan Horse, and Spider-Man scaling a building.) I love how creative they get with designing these and how effective they are at bringing people to the theater. The life-size Minion popcorn bag was hilarious and perfect.

Are there any trends or bigger strategic ideas you’re seeing this week?

• Lots of collabs. While there’s nothing that makes you scratch your head harder than brands collaborating who don’t make sense, when they nail their partnerships, I believe brands receive a ton of goodwill from their audience. It shows their base that they understand them and are being thoughtful about their moves. This week, I saw Jelly Cat x Wimbledon which took the tennis slam’s iconic white outfits, strawberries and cream, and collectible towels and turned them into ridiculously charming stuffed animals. I also saw Madhappy x Roxy tease a collaboration where they’re taking the nostalgia of the swim brand and reviving it through the always-on-trend LA-based loungewear company. People online are receiving both very positively and basically lining up to purchase.

Who are your favorite brands or handles to follow?

• @stribgoingout to learn about restaurant openings, concerts, and other events happening in the Twin Cities

• @thecuttingroomfloor is an incredible interviewer for all things fashion. She gets amazing stories out of everyone she talks to, but Steve Madden was a personal favorite of mine.

• I love documentaries about rock-climbing and @jimmychin is an incredible (Minnesota-native) director and climber who takes some insane photos.

What is something outside of your industry that you’re passionate about?

• Breakfast!!! I like making breakfast, going to breakfast, planning breakfast. One time I performed a spoken word poem about Waffle House…it’s serious. If you haven’t tried the corn pancakes with cotija cheese at Maria’s Cafe YOU MUST.

What’s happening on CL socials:

• TikTok adds new AI creation tools for marketers (Social Media Today)

• LinkedIn adds collaborative posts (Social Media Today)

• Instagram expands to Samsung Smart TV (Social Media Today)

• Reddit launches more integrated ad options to assure shoppers (Social Media Today)

• Meta launches advanced AI ad features (Social Media Today)

• YouTube releases updated ad metrics tools (Social Media Today)

• LinkedIn tests suggested feeds (Social Media Today)

• Meta brings back Facebook Creator Studio (Social Media Today)

• YouTube updates reactions options for Shorts (Social Media Today)

• Meta plans to replace 90% of content review staff with AI (Social Media Today)

Brands, collabs + product launches:

• DoorDash x T-Pain: DoorDash is causing a bit of a stir in response to a mini social campaign that was executed alongside musician T-Pain. The campaign started with a series of posts from DoorDash on X attempting to tag the New Zealand soccer player, Tim Payne, but instead tagged the musician, T-Pain. The playfulness continued as T-Pain began responding to the “accidental” DoorDash posts. However, turns out the entire thing was coordinated with T-Pain, as the brand later shared a collaboration post with T-Pain promoting DoorDash in conjunction with the World Cup. Social users quickly called out DoorDash for executing an undisclosed ad and are now sharing many negative opinions about the brand’s attempt at deceptive advertising. DoorDash did eventually use “#DoorDashPartner” in the collab post with T-Pain, but this raises many concerns about when and where a brand must disclose an ad.

• Elmo (Sesame Street): Knicks fans don’t mess around! Elmo took a fun IRL approach to the response of them getting “bullied” by Knicks fans for saying in a caption, “Elmo hopes both teams have fun!” The post was speaking to the final NBA games where the Knicks were playing. Social users playfully poked fun at Elmo, saying that they should be loyal to the Knicks. Well, after the online debacle, Elmo showed up IRL at the Knicks’ parade to issue a formal apology, “Elmo is sorry!” To make it even more fun, Jalen Brunson showed up to the parade with an Elmo plushie holding a sign that said “Forgive me please.”

• Kylie Jenner x Meta: A seemingly unexpected collab between two massive entities. Meta partnered with Kylie Jenner to release a new Meta Glasses design. This iteration looks to take a trendy approach to the glasses. However, since its announcement, people on social have flooded feeds sharing their unfiltered thoughts on the collaboration, and to no one’s surprise, it’s all very negative.

Things we’re resharing:

• Actual footage of me listening to “stupid song”

• Love a wedding crasher

• I’m scared, is this real?!

Content in Culture:

Olivia Rodrigo is for the girls ✨

• This week, Olivia Rodrigo – who is currently enjoying the success of her recently-released junior album – announced a one-day music festival in Irvine, CA featuring an all-female lineup. Additionally, 100% of the proceeds from the Daisy Chain Fields festival will go to charities dedicated to advancing and advocating for women and girls. (Variety)

  • The festival is set to include performances from iconic artists such as Chappell Roan, Doechii, Katseye, Mitski, the Breeders, Die Spitz, Bikini Kill, Eli, Garbage, Quiet Light, Rachel Chinouriri and Not for Radio. Daisy Chain Fields will also feature special guests Karen O, Stevie Nicks and Sarah McLachlan. Rodrigo confirmed that all artists performing have agreed to perform for free. (Variety)

  • The festival has quickly drawn comparisons to the famed McLachlan co-founded Lilith Fair traveling music festival of the ’90s, and Rodrigo told Sawyer that those shows were “a huge inspiration in me starting this festival.” (The Hollywood Reporter)

  • Rodrigo said she hopes Daisy Chain Fields can challenge the societal notion that women have to act against one another to get ahead. “I think there’s this rhetoric that girls are supposed to be competing against each other for the top spot, or that there’s only this many resources for everyone,” Rodrigo said. “I think it’s an experience like Lilith Fair and hopefully Daisy Chain that will show us that we’re all way stronger when we come together and support one another.” (The Hollywood Reporter)

  • Fans praised the move, flooding Olivia’s Instagram with comments such as “this is badass” and “most insane line up...truly incredible.” (Cosmopolitan) Redditors also praised Rodrigo, saying things like “this is so iconic of her” or “I’m sick with envy of those who live in California”.

Guest spotlight: Audrey Dalsin

What’s an example of something cool you saw in your industry/discipline recently?

• Something cool I saw recently was a brand collab between Lemme and Solidcore. Solidcore is one of my favorite fitness studios, so I’m a bit biased, but I was excited when I saw the two brands partnered on the release of Lemme’s new creatine gummies. Customers who purchased a subscription of the gummies also received a pair of co-branded Pilates socks, and Solidcore is even giving away samples in select classes. I think this is a great example of how brands can work together to amplify awareness for both!

Are there any trends or bigger strategic ideas you’re seeing this week?

• With the World Cup taking over stadiums around North America, many brands have had their logos covered to comply with FIFA’s strict “clean stadium” policy. However, rather than viewing this as a setback, brands like Heinz and Gillette have turned these limitations into creative opportunities. Gillette was one of my favorites as they chose to disguise their logo with what appeared to be shaving cream. By embracing these restrictions, brands have successfully generated more attention and conversation about them as result of effective marketing.

Who are your favorite brands or handles to follow?

• I love being in the know and staying up to date on trends, so some of my favorite handles help me do exactly that:

  • @peoplebrandsandthings keeps me in touch with new marketing executions, activations, and tactics that stand out in the industry.

  • @technoandhousemusic is my go-to source for all things EDM (my favorite music genre).

  • Not only do I love their clothes, but I think @jadedlondon has one of the most unique and authentic social presences out there.

What is something outside of your industry that you’re passionate about?

• Something that I’m passionate about is music! I’m always keeping up with new releases, up and coming artists, and following festival lineups even if I won’t be attending. I’ve traveled across the country just to see someone perform live and some of my closest friendships have been strengthened through our shared love of music.

What’s happening on CL socials:

• Toy Story 5 | Just when we thought we’d healed, Toy Story 5 arrived and sent social media into a full-blown nostalgia spiral. TikTok is flooded with thirty-somethings proudly announcing they’ll be seated opening weekend, providing that while childhood may be over, emotional attachment to animated toys is forever. As if that wasn’t enough, Taylor Swift showed up to the premiere with a VHS copy of the original Toy Story to get signed and debuted her new song for the film, “I Knew It, I Knew You.” The best part? Nobody is talking about the plot. They’re talking about where they were when they first met Woody and Buzz. Once again, Pixar turned a movie release into an internet-wide nostalgia event, and social media is doing the marketing for them.

• The Knicks won, and New York immediately lost its mind | Within minutes of the final buzzer, social media was flooded with videos of fans pouring into the streets, climbing light poles, dancing on cars, and celebrating like they personally played 40 minutes in the game. The best part? Half the videos look less like a championship parade and more like a citywide block party that nobody planned. Complete strangers were hugging, chanting, and high-fiving anything that moved. The Knicks ended their championship drought, but the real spectacle was watching New Yorkers celebrate like they’d been waiting their entire lives for this moment. Turns out, they kind of were.

• FIFA World Cup? More like a nationwide sleepover | The World Cup is happening, but social media seems far more invested in the field trips. Scottish fans packed a Boston bar and started singing “Country Roads” like they’d been preparing for this moment their entire lives. Meanwhile, international visitors are crossing major American landmarks off their bucket list, including the famous Boston Cop Slide, which has unexpectedly become one of the hottest attractions of the tournament. Between the soccer matches, fans are busy ranking fast food chains, exploring Target for the first time, and collecting American experiences like trading cards. At this point, the World Cup feels less like a sporting event and more like summer camp.

Platform updates:

• Social media is now the leading source of news (Social Media Today / Reuters Institute)

• Fox to acquire Roku in $22B deal (TechCrunch)

• TikTok bans AI-generated voices in shopping livestreams (Social Media Today)

• Reddit strengthens its case as a purchase research platform in new report (eMarketer)

• LinkedIn adds more post performance insights (Social Media Today)

• Pinterest launches AI-powered ad and shopping tools (Social Media Today)

• Meta continues to deflect concerns about facial recognition features (Social Media Today)

• X’s Grok chatbot is still generating deepfake nude images, despite xAI’s claims to have addressed misuse concerns (Social Media Today)

• LinkedIn launches AI training courses for marketers (Social Media Today)

• Threads reaches 500M user milestone (Social Media Today)

• Canada joins a global wave of social media limits for under-16 users (eMarketer)

Brands, collabs + product launches:

• David Protein x Inde Navarette: Honestly, it was only a matter of time before a brand tapped into the (deserved) “Obsession” hype. David Protein recently tapped Obsession star, Inde Navarette, to head up a spooky social spot riffing off of the film and built around David Protein’s new frozen dessert. This marks Inde’s first-ever commercial and brand partnership. One interesting takeaway, David Protein leaned into the trend of brands sharing bts content as part of the larger campaign rollout, and this bts content performed even better than the spot itself.

• Etsy (“Shop Other Jeffs”): As Prime Week approaches, Etsy has launched a new campaign titled “Shop Other Jeffs,” a campaign celebrating the over 5K+ sellers on Etsy named Jeff. The sticking point, none are billionaires. The spot includes headlines like “one Jeff should not rule commerce” and “shop non-billionaire Jeffs.” In addition to the hero spot, Etsy also dropped this video of real Etsy sellers tapping into the same sentiment.

• Levi’s: When life gives you lemons, make lemonade. Levi’s did just that after FIFA required the Levi’s logo on Levi’s Stadium be covered up for the World Cup because the brand isn’t an official sponsor. So, Levi’s made the most of it by changing their logo pfp on social channels and sharing videos of their covered-up logo.

Things we’re resharing:

• MY NAME IS PINK, AND I’M REALLY GLAD TO MEET YOU!

• All aboard!

• Time to make Ranch the official condiment of the U.S.

• This is high camp

• Japan 🤝 Texas

• Boston will never be the same

• Sani-Cloth stans rise up

• Melissa, they are playing in your face, girl!

  

Content in culture:

The summer I watched a million book-to-screen adaptations… Everyone seems to be chasing the high when The Summer I Turned Pretty first graced our screens. And by everyone, I mean streaming networks and viewers alike. 2026 has already seemed to be the year of book adaptations (People We Meet On Vacation, Heated Rivalry, the list goes on), and this summer is no exception. And for TSITP fans, never fear! The movie is currently filming in New England.

• It started with Off Campus released in May on Prime, based off of the five-book series of the same title by Elle Kennedy. The girlies are suddenly very into hockey! The fan edits on TikTok are going crazy! The new season has already started filming on account of the first season’s success.

• Carley Fortune’s debut novel, Every Summer After has been adapted by Amazon into a series titled Every Year After. This one is getting less love on social as fans of the book are frustrated with changes in the storyline. Whatever your take on the show, there is no arguing the flawless soundtrack selections.

• Set to release in July, Queen of Nantucket, Elin Hilderbrand’s novel, The Five Star Weekend is becoming a limited series on Prime. It’s a stacked cast with Jennifer Garner, Gemma Chan, D’Arcy Carden, Chloe Sevigny and Regina Hall. Looks like they had a fabulous time filming!

• In the latest news, content creator, podcaster, and author Brooke Averick’s brand new debut novel, Phoebe Berman’s Gonna Lose It is being adapted into a movie by Netflix.

This begs a conversation about page to screen adaptations and the unique ownership book lovers feel regarding their favorite characters. When casting selections don’t live up to fan castings of favorite characters, readers are quick to take to social media to share their frustrations.

• This concept of reader ownership is rearing its head in regards to the screen adaptation of Emily Henry’s beloved Beach Read, set to release in 2027. Patrick Schwarzenegger has been cast as the lead male role, Gus, and BookTok isn’t thrilled (to say the least). EmHen took to Jenna Bush Hager’s podcast to discuss the response to the casting and this conversation at large.

Guest spotlight: Matthew Espena

What’s an example of something cool you saw in your industry/discipline recently?

• This sequence was done for a motion design conference at Ringling College of Art design. I love to watch cool design and animation that was made for the sake of cool design and animation. Especially something so themed and stylized in a fresh way. Seriously this is so cool, wow.

Are there any trends or bigger strategic ideas you’re seeing this week?

• I don’t know if this is a trend really, but a lot of sport team Instagram accounts get very artsy in the off-season and post really creative reels. Most of the time they have to pump out edits as fast as they can so when the creatives get some time to explore an idea or go back through the archives it is usually pretty cool.

Who are your favorite brands or handles to follow?

• Random motion designers or studios I follow:

  • @shirota_takajo

  • @madrooom

  • @Oddfellows

• @brewers - I don’t really watch baseball but the reels that the Brewers post are like short films, they are amazing.

• @contemporarytype - for typography and motion design, a lot of wacky stuff

What is something outside of your industry that you’re passionate about?

• I started collecting plants when I moved into our house a couple years ago. We are moving to a different place soon so I am excited to start finding new plants again, a lot of them died during the school year ☹️ I don’t know if that counts as a passion though. I also play hockey and am trying to get into it a little bit more, I took a long break after college and started playing again less than a year ago so I want to get back into it.

What’s happening on CL socials:

Congrats to our 32 under 32 winners, Hannah and Emilia!

• The NBA Finals! | Looks like it’s time for a “How to Lose A Guy in 10 Days” rewatch! Social media has been abuzz with content surrounding the NBA finals. The San Antonio Spurs play the New York Knicks in game 5 on Saturday night. Support for the Knicks is all over feeds, from celebrity row (and subsequent drama… hi Taylor!) to the streets of NYC. The Knicks had the greatest comeback in finals history on Wednesday, so Knicks in 5?

• The World Cup? More like the World Summer Camp | As soccer lovers from around the world are flocking to North America for the World Cup, we are getting the real boots on the ground journalism we were all hoping for from the fans. The Koreans are being welcomed to Mexico with open arms (quite literally), Freddy the German is making the US look like the most magical place on Earth, and the Scottish fans are bringing never before seen drinking tolerances to Boston. While every TV is tuned in to the games, our phones are tuned into the fan experience.

Platform updates:

• Instagram releases profile grid rearranging (Social Media Today)

• Instagram extends Your Algorithm to the main feed (Social Media Today)

• TikTok partners with Sundance Institute to tap into microdrama craze (eMarketer)

• Meta’s lax community standards have led to increased harassment (Social Media Today)

• Instagram expands Reels post-view ads to all advertisers (Social Media Today)

• Meta will use off-site activity to customize feed and AI responses (Social Media Today)

• Meta tests ‘Series’ for episodic Reels on Instagram and Facebook (TechCrunch)

• Meta walks back facial recognition in AI app (Social Media Today)

• Pinterest adds Amazon Storefront linking (Social Media Today)

• Instagram outlines add-on subscription offerings (Social Media Today)

• Snapchat implements new restrictions for users under 16 (Social Media Today)

• Meta plans to introduce a wearable AI pendant (Social Media Today)

• YouTube Shorts becomes first short-form platform to earn MRC accreditation (eMarketer)

Brands, collabs + product launches:

• Panera x Jake Shane: Panera is deep in their bag lately, leaning hard into social-first moments. This is true for their new partnership with Jake Shane and a new mix-and-match meal created by Shane. The social campaign so far has included a teaser post, a short hero spot, and creator surround to help promote the partnership.

• MAC x Chappell Roan: The Moulin Rouge vibes are strong with this partnership. MAC Cosmetics has partnered with Chappell Roan as the new face of their VIVA GLAM collection. The partnership looks to honor and build on a MAC initiative to use this collection to raise money for charities supporting gender, sexual, racial, and environmental equality. This time around, sales for the collection will go back to both the Trevor Project and Roan’s own Midwest Princess Project.

• Delta for NBA Finals: As the official airline partner for the NY Knicks, Delta executed a fun activation ahead of the first finals game earlier this week, flying fans to San Antonio for the game and back afterward. And of course, the entire experience was fully branded and shared to social.

Things we’re resharing:

• Call us Tinkerbell

• Well, yes underscores!!

• The social media professional girlies who get it, get it

• IT’S HAPPENING

• @ me

• Hugh Jackman covering Gnarly, yes

• Oh, Zara knows ball

Guest spotlight: Karli Hogle

What’s an example of something cool you saw in your industry/discipline recently?

• One thing I found interesting this week was watching the Knicks’ Finals games take over social media. It seemed like every influencer, celebrity, and creator was courtside, and my feed became a mix of game highlights, outfit posts, and reaction videos. Even Taylor Swift’s appearance generated almost as much conversation as the game itself, with people analyzing her outfit, who she was sitting with, and every reaction caught on camera. At times, it felt like getting a seat at the game became the ultimate social media flex. It was a great example of how major events today are not just happening in person. They are also unfolding across TikTok, Instagram, and X in real time.

Are there any trends or bigger strategic ideas you’re seeing this week?

• Of course Love Island is the first thing that comes to mind. New bombshells, messy challenges, and live fan voting has everyone on the edge of their seats to find out what happens in tonight’s episode. Fans and viewers are having the time of their lives making edits and voicing their opinions on social. And yes I am team zryce.

Who are your favorite brands or handles to follow?

• @alixearl is completely setting the trend in all things social. From her skincare line to her Netflix show, she is influencing everyone on the internet to follow in her footsteps

• @wishbonekitchen for all things food and recipes! Think summer in the hamptons dinner party vibes

What is something outside of your industry that you’re passionate about?

• I love all things running! It started with track and cross country in high school, but I didn’t truly start to enjoy it until college. Somewhere along the way, running became less about the workout and more about everything that comes with it. It’s my favorite way to catch up with friends, explore new places, and clear my head after a long day. I’ve run several half marathons, and while signing up for 13.1 miles always seems like a great idea at the time, I tend to question that decision around mile 10. No matter what, running is one of the few things that can instantly improve my mood and help me reset.

What’s happening on CL socials:

• Everyone has entered the Backrooms | Social media is currently spiraling into a full-blown obsession with liminal spaces (again) with the release of A24’s newest horror movie, Backrooms. Users are green-screening icons like Madonna and Lady Gaga into them as if they’ve been wandering endless yellow hallways this whole time. Brands have also been getting in on the fun with their products peeking out behind the corner. So if you hear vocals echoing through the carpeted void… don’t panic. It’s just your faves on the Backrooms world tour.

• “...and that’s my why” | This new trend asks people to reflect on the people and moments that have changed their lives. A beloved grandparent. A best friend. A random Tuesday in 2018 that keeps getting brought up in therapy (we see you). So take a moment to appreciate the people who guide you and the cannon events that permanently altered your personality. We’re all just a collection of memories, life lessons, and highly specific lore… and that’s our why.

• Happy Intern Start Week!!!! | It’s that time of year again… 20 year olds are cosplaying adulting by happily working a 9-5 and scurrying around the office. Don’t be afraid, they don’t bite! For the next few months, you may notice packs of interns migrating between conference rooms, following you around like a puppy, and asking ALL the questions. If you find one lost, please kindly direct them towards the nearest conference room, assigned buddy, or source of free food. The circle of life is truly remarkable.

Platform updates:

• Instagram introduces teleprompter tool (Social Media Today)

• Reddit roles out Shopify to all advertisers globally (eMarketer)

• Meta rolls out global expansion of teen content restrictions (Social Media Today)

• Reddit launches video replies (Social Media Today)

Brands, collabs + product launches:

• Poppi x Olandria: Love Island fans get ready to have your thirst quenched. Poppi not only continues to promote its limited edition Love Island inspired drink flavor, Punch Pop, but now the brand is partnering with Olandria, a breakout star from season 7. The partnership includes bespoke social posts and placements outside of social. Olandria is essentially acting as a celebrity promoter for the drink and brand, there is not a larger story or world being built out with the partnership.

• Nike x Serena Williams: When you’re a tennis icon, you can truly do the most to announce your long awaited return, and I love it. Serena Williams recently partnered with Nike to announce her return to tennis after four long years away from the sport. The announcement came from the Nike Instagram account and included a bespoke promo video that has the social sphere buzzing.

Things we’re resharing:

• Shhh don’t talk, my movie is on!!

• SONG OF THE SUMMER FOREVER

• Millennials rise!!!

• Puppy jujitsu

• Forever besties

Content in culture:

Gen Z Youtubers… are the secret to horror success in Hollywood?

• Last month, Obsession, a low-budget project from 26-year-old YouTuber Curry Barker hit theaters with a bang, growing its box office take by 39% in its second weekend in theaters (NBC). It also became quite the trending conversation topic on social channels, with many claiming it as the top horror film of the year.

• And now last weekend, A24’s highly anticipated Backrooms slammed onto the scene, grossing a record-breaking $81.4 million in North America and $118 million worldwide, becoming the largest opening ever for a first-time director with an original film (NBC). Who is that first time director you ask? 20-year-old YouTuber Kane Parsons.

• This trend is not coincidental, increasingly over the past few years there has been a shift of studios turning their attention to YouTubers and online creators with built-in fan bases who understand how to reach Gen Z where they are.

  • And Gen Z is important… Gen Z’s theater attendance rose 25% in 2025, and they have become the most active cinema going demographic, attending more films annually than any of their elders (Variety).

• It makes a lot of sense that this turn towards independent, younger filmmakers that generate authentic online buzz is starting in the horror genre. According to Adam Lowenstein, director of the Horror Studies Center at University of Pittsburgh, “Horror has always created a special connection between creators and audiences… The YouTube generation understands that language.” (NBC).

• With the major success of both Obsession and Backrooms, and the continued chatter around each on social channels after their releases, it will be interesting to see what the future of the horror genre, as well as the movie industry at large, continues to become. One thing is for certain, from promo to trends to reviews to the literal directors chosen, social media deeply impacts the entertainment industry today, and those in charge are taking notice.

Guest spotlight: Emily Den Boer

What’s an example of something cool you saw in your industry/discipline recently?

• I’m loving Camp Crew, the latest campaign from J.Crew that’s going all in on a nostalgic Americana summer. They brought back some famous faces of years past as the “camp counselors”. It’s been a really fun campaign rollout, launching the counselors, BTS bits, a mix of social-first video and spunky still photography. There’s not one overt mention of product, but of course all of the campgoers are in their new summer line. It’s not a novel idea - it’s a simple campaign activation, but the art direction makes it feel so fresh and the launch was clearly thought through for social.

Who are your favorite brands or handles to follow?

• @thisoakhouse for all–things home and design inspo

• @bravohistorian for my continuing Bravo education

• @peoplebrandsandthings to keep an eye on interesting partnerships in the socialsphere

And from an industry perspective, I will repeatedly tell anyone who will listen that the Link in Bio substack is a must-follow for anyone who’s even peripherally involved in social strategy. Excellent interviews, perspectives and insights into strategies. A true chefs kiss for anyone looking to learn the latest about social.

What is something outside of your industry that you’re passionate about?

• As anyone who’s worked closely with me knows, we bought a 1932 home, took it down to the studs and then built it back up. It was such a joy to honor its history and the before-her-time girl boss who was the previous owner by not knocking it down but bringing it back to life. I was bit by the home design bug a bit as I worked through all of the rooms, making sure they felt true to the home’s original era and modern enough for today and in another life, I’d be restoring and designing old homes. This is not that life!! But passionate nonetheless.

What’s happening on CL socials:

• Simply Put | Emily DB

• Back to the Villa | Twelve new bombshells have officially been announced for our favorite summer tradition—watching Love Island every single night instead of touching grass! Love Island USA’s cast just dropped yesterday which has the internet absolutely buzzing (in both good and bad ways). One thing we can all agree on, though, is that whoever the photographer is this year should put down the camera for good because these pictures are absolutely diabolical. While we wait for the next season to drop, it’s only natural that we take a trip down memory lane and remember the iconic moments from the last few seasons to prime our brains for what we can only hope will be a summer full of love, drama, and challenges with unnecessary making out.

• Off Campus, Online | The internet’s newest obsession dropped last week, and now Off Campus has taken over. Amazon Prime Video’s college romance series based on the best selling book series is all anyone seems to be talking about, whether it be to drool over the newest batch of heartthrobs, discuss Hannah’s stupid helmet, or wait in anticipation for Deanallie’s season (which we needed yesterday).

• Food & Drink Jutsu | Your phone eating first has never taken so much effort (or are we just using our chakras…))! We’re no stranger to food transition videos, but thanks to the mystical powers of the Naruto Jutsu, we’ve never been so locked in (happy AAPI month). No shadow cloning necessary—we’re just trying to make food and beverages appear out of thin air.

Platform updates:

• Meta takes aim at Reddit with AI-powered, group-focused Forum app (Social Media Today)

• TikTok announces expanded partnership with Universal Music Group (Social Media Today)

• Instagram tests interests display on user profiles (Social Media Today)

• LinkedIn cracks down on AI slop, while expanding available AI tools (eMarketer)

• SCOTUS denial means Meta can’t swat away addiction, harm to children lawsuits (eMarketer)

• YouTube introduces more prominent AI labels (Social Media Today)

  

Brands, collabs + product launches:

• Chipotle (w/ Timothy Chalamet): Yet another social listening win for Chipotle as the brand noticed that Timothée Chalamet organically posted a full Chipotle bowl to his Instagram Story and instead of just DMing him or creating a simple one-off foundational post, the brand said “yes, and” to create a truly engaging execution. The idea: fly a member of Chipotle’s social team to NYC to hand-deliver a burrito bowl + celebrity burrito card to Chalamet at a Knicks game and capture it all on video.

• Gym Shark x Bratz: The gym just got a serious brattitude problem. Gym Shark has partnered up with Bratz to launch a limited edition collection that is dropping on June 8th. So far, we only have a teaser video that features the iconic Bratz girls sporting colorful gym sets. The matching set girlies truly aren’t ready for this collab!

• David x Bella Hadid: Well played, David, well played. Bella Hadid was recently photographed eating David Protein’s newest protein ice cream on a yacht in Cannes, only days before the new product’s official launch set for June 1. Genius publicity stunt? Well, yes!

Things we’re resharing:

• It do be like that

• Food jujitsu, get into it

• Oh sourdough…

• Exactly, exactly

• Really trying to ignore it

• “Congrats, it’s a boy/girl…” (not human baby edition) | Tap in if you want to see kitten and puppy cuteness overload. We’re always on the lookout for more ways to show off how adorable your pet is, and thank goodness we have one currently in rotation. If you’ve been feeling left out of the gender reveal trend, this one is for you!

• Set me freeeeeeeeeeeeeee | This trend may be for you to recreate if you’re 1) hot. The instructions are simple: put in headphones, throw on “Can’t Get You Out of My Head” by Kylie Minogue, film in landscape, and do a lil nonchalant dancey dance. Requirements: be a vibe, play with your hair, and mog.

• Top 5 Horror Films | Users are taking to social to share their personal “Top 5 Horror Films” to the tune of Katy Perry’s “The One That Got Away.” What started as a more serious, personalized trend has evolved into niche subjects, comedic hints at movies (cough, cough, Shark Tale), and naturally, brands have started jumping in. Want to know ours? Bonus! If you haven’t seen Katy Perry’s congratulatory video for Josh Groban’s engagement, now you have.

• Lived Without | Is your screen blurry? Just us? Okay. Set to “When We Were Young” by Adele, this sweet trend started by highlighting familial relationships and when one member had to live without the other for a certain period of time. Like most trends, it’s evolved to be more lighthearted, but we’ve yet to see much brand adoption.

Platform updates:

• Meta expands advanced ad placement controls to Threads (Social Media Today)

• Instagram eyes long-form content on CTV (Social Media Today)

• YouTube expands likeness detection to all users over 18 (Social Media Today)

• Meta reassigns workers to AI projects, cuts 8K staff (Social Media Today)

• X implements new posting restrictions on nonpaying users (Social Media Today)

Brands, collabs + product launches:

• Off Campus: Prime video’s viral new book-turned-show hockey romance, Off Campus, has generated lots of buzz this week for their many brand collabs, including American Eagle, Garrett’s Popcorn, and most notably Liquid IV which had a key presence in the show.

• Magnum x Cannes: Honestly, when it comes to brand marketing these days, you can kind of do whatever you want. And Magnum is leaning in hard with yet another unexpected brand pop up, this time at Cannes. The brand partnered with Law Roach and Heidi Klum to create a fashion event titled “Maison Magnum,” with Roach as the “taste architect.” Models walked the runway holding Magnum ice cream bars but also sported looks inspired by the brand. Attendees were also of course able to try out a collection of delicious ice cream flavors.

• Nespresso x Hotel Lobby Candle: Hotel Lobby’s CEO recently shared a behind the scenes look at how their recent Nespresso collaboration came to be. Joking that fans guessed the partnership before they ever thought of it, they revealed that social listening was the inspiration for the latest release. As a thank you, they reached out to each fan that “predicted” this moment and treated them to a PR gifting style of the latest release.

Things we’re resharing:

• Proud to be a woman in SPAM

• Icon

• The Zillow ‘Dillo

• Can’t stop singing

• College Commencement Season | Happy graduation season to the next wave of taxpayers! From mascot reveals, the highs and lows of commencement speeches, and walking across the stage shenanigans, our feeds are being flooded with caps and gowns. Welcome to the rest of your life, kids!

• NFL Schedule Drops | It’s one of the most anticipated content days of the year: NFL schedule drop day! And the teams are just as creative as they’ve always been with the Browns retro video game commercial, the Chiefs QVC spoof, the Jets paint mixing ASMR, and the Chargers fully immersing us in the world of Halo. The one time a year where we’re all watching longform videos back to back again.

• That’s not my name, so it’s okay! | When someone is yelling “CanyoupleasefinishwritingupthetrendingsectionforEngagementRatethisweek” but that’s not my name so it’s chill. In this new trend, we’re all getting yelled at—but clearly they’re not talking to us, right?

Platform updates:

• Meta takes on Snapchat with new Instants app (Social Media Today)

• Major ad tool announcements from TikTok World 2026 (Social Media Today)

• Instagram tests captions on each post within carousels (Social Media Today)

• TikTok launches ad-free offering in the UK (Social Media Today)

• LinkedIn uses AI to improve feed relevance (Social Media Today)

• Meta outlines the features of its AI glasses range (Social Media Today)

Brands, collabs + product launches:

• Spotify’s 20th Anniversary: Spotify is turning 20, and the brand is celebrating the milestone through a campaign reminiscent of its annual Wrapped rollout. This time around, the brand is giving listeners stats on things like when you first joined the service, your first streamed song, your top artist of all time, and a playlist of your top-played songs. Listeners are sharing their stats far and wide on social, and I can say this is true for myself; some of the stats are surprising!

• Robert Irwin x Columbia: Columbia teamed up with Robert Irwin to launch a campaign born out of an unexpected social insight, 100 people vs 1 gorilla. Columbia flipped it on its head and instead asked the question, 1 Robert Irwin vs 100 crocodiles. The campaign included a humorous hero spot and surrounding social content that played off of viral formats like “this is me before [blank] vs this is me after [blank].” All this to promote the brand’s new Omni-Max™ Tellurix shoes.

• Benihana x Trisha Paytas: Clearly, this is a big month for Trisha Paytas. Chili’s collab, Euphoria cameo, Hacks cameo, and now a Benihana collab?! Another campaign born out of internet lore, as Trisha is known for living and loving Benihana. Now, the brand partnered with Trisha to launch the “Trish Trio,” a brand-new menu item. The rollout included a teaser, launch video, and supplemental content.

Things we’re resharing:

• Uhhhhh

• This is herstory!

• No words

• This just feels right

• Catch me at the cave rave

• The innovation!

Content in Culture:

Farewell to a late night legend

• Last July, it was announced that the The Late Show With Stephen Colbert would be canceled after its 11th season by CBS for ‘financial reasons’. Despite wonderful ratings and a huge outcry against the decision, the network has held strong. The final season has continued as normal, but is now coming to its official end next Thursday, May 21.

  • With the reminder that it will be wrapping soon, clips from the last few episodes have been rapidly circulating social channels, particularly because it seems that Colbert has very little to lose as he has now said more than once… “what are they going to do, cancel the show?”

  • There has been an outpouring of love for him and his 11 season run from fans, celebrities, and politicians alike. Here are a few of our favorite moments from the last week that are worth a watch:

  • Colbert had evening talk show hosts Jimmy Fallon, Jimmy Kimmel, Seth Meyers, and John Oliver on the show all at the same time. They played games and reminisced on their short-lived podcast together, and ultimately gave their friend a lot of love and respect for his expansive career.

  • Long time friend and advocate for his show, Julia Louis-Dreyfus stopped by and as always, hit us with the perfect level of sarcastic wit while ultimately giving a phenomenal goodbye to Colbert’s run. Her VEEP-style zinger of a tribute saw major circulation online, while their ‘big questions’ segment brought laughs along with tears knowing it would be her last time on the show.

  • As Colbert is a long standing and vocal advocate for Broadway, it was only fitting to have some Broadway stars stop by… and by some how about five? Ben Platt, Christopher Jackson, Annaleigh Ashford, Patrick Wilson, AND Bernadette Peters performed ‘Putting It Together,’ a very special Sondheim song to Colbert growing up.

  • This is just a taste of the folks stopping by in the final weeks of the show (including Tom Hanks… Obama… the list goes on), with plenty more surprises and lovely tributes surely to come this week through next Thursday. Like the thousands of comments on posts across the internet, we want to add our cheers to Colbert and his fantastic career of bringing humor, truth, and a little more humanity to the entertainment world.

Guest spotlight: Taylor Campbell; Relate

What’s an example of something cool you saw in your industry/discipline recently?

• Recently, Adidas dropped its Backyard Legends short film featuring A-list celebrities on the hunt for the best soccer team ahead of the 2026 FIFA World Cup. Widely known as one of Adidas’ best World Cup spots in 20 years, this ad is inspired by classic street-soccer campaigns to connect with soccer fans across the world - presenting soccer as something that starts on courts and playgrounds, not just in giant stadiums.

• While featuring Timothée Chalamet, Lionel Messi, Bad Bunny, and more is sure to grab global attention, the connection to real soccer fans that grew alongside this sport is what really made this stand out and receive an abundance of earned media/social coverage. The 90s soccer nostalgia tied with the notion of playing without pressure made the tournament feel personal, and I’m looking forward to the additional soccer ads over the next few months as Philly and other major cities prepare to host the World Cup.

Are there any trends or bigger strategic ideas you’re seeing this week?

• Every week, I look forward to watching Survivor 50. And, now more than ever, there’s been such a great meme culture to follow on socials for fans. Even brands like Wendy’s have been getting involved on X, which generated a lot of traction. A+ to Wendy’s for their timing/execution.

Who are your favorite brands or handles to follow?

• @obrienbois - I have not missed a single Coop on the Stoop video since this family went viral.

• @philadelphiaeagles - the Eagles social team needs a serious raise. Also, Go Birds.

• @deuxmoi - To stay up to date on pop culture happenings and the tea. ☕️

• @summerfridays - Unmatched aesthetic on socials. And, I’m always looking forward to the next drop.

• @harrystyles - No explanation needed for this one.

What is something outside of your industry that you’re passionate about?

• With summer quickly approaching, I have been practicing my Ian Sterling (narrator of Love Island) voice over and over again in preparation for Love Island USA Season 8. I will not miss a single episode of this. If anyone at CL watches, let’s start a Teams chat to debrief.

What’s Happening on CL Socials:

• PRSA Anvil Awards

• Millennial PR Team vs. Gen Z Social Team | New brand trend alert! Social Media Managers everywhere are in a frenzy to participate in this new Instagram trend where the difference between how a Millennial PR Team and a Gen Z Social Team talk about the same product is put on full display. Was this just a ploy for Gen Z to get their bosses to approve saying “slaps” on the feed? The world may never know.

• Practicing for the Next Pandemic | As I’m sure you’re all aware, rumblings of hantavirus spreading have been taking over our feeds. But, thanks to the last global pandemic, we’re prepared to go viral this time around. In true internet nature, users are choosing to spin this news into something advantageous. If you’ve ever caught yourself wondering if you posted more dance videos on TikTok in 2020, now may be your chance!

• DANCE… Fever | I think I’m gonna be sick… considering how catchy the intro to Slayyyter’s song “DANCE…” is! Recently, Keke Palmer participated in this trend at the Met Gala, so word on the street is we will be seeing these videos everywhere soon. Life lesson: take advantage of each and every opportunity to mog.

• The REAL diva of this year’s Met Gala | Imagine having a diva-off with Erin Gillman, a VIP assistant for Tory Burch, who went viral for footage that was captured of her preparing an area for a celeb and assuredly waving her arms to direct someone to leave the area while shouting “Like I give a f*** what you do!” People are dubbing her Red Flats Girl and are obsessed with the girl boss energy she brought to this pre-Met Gala moment. There is already conversation about this being on a list for this year’s niche Halloween costume references.

Platform updates:

• The average American is on fewer social platforms than they were four years ago (Axios)

• Instagram updates algorithm to benefit original creators (Social Media Today)

• Meta threatens to withdraw its apps from New Mexico in response to proposed state regulatory measures aimed at protecting minors (Social Media Today)

• TikTok expands Out of Phone campaigns (Social Media Today)

• X introduces rebuilt AI-powered ad platform (Social Media Today)

• Instagram adds AI creator labels (Social Media Today)

• Meta acquires humanoid robot developer Assured Robot Intelligence (Social Media Today)

• FTC settles lawsuit over alleged X ad boycott (Social Media Today)

• Meta is preparing to launch AI agents to undertake tasks for users (Social Media Today)

Brands, collabs + product launches:

• Adidas for FIFA World Cup: Ahead of the FIFA World Cup, Adidas dropped its “Backyard Legends” campaign film featuring a star-studded cast and directed by Timothée Chalamet. The film celebrates street football culture, where Chalamet plays a football enthusiast attempting to assemble a team to defeat an unbeatable neighborhood trio who have defended their turf for decades. The short film ultimately brings together icons including Lionel Messi, Bad Bunny, David Beckham, Zinedine Zidane, and Jude Bellingham.

• Hellmann’s Met Gala Stunt: In honor of fashion’s biggest night, Hellmann’s teamed up with Arielle Vandenberg—creator and former Love Island USA host—to bring banned garlic back to the Met Gala. Famously, garlic (among other ingredients) is banned from the Met Gala menu. Knowing this, Hellmann’s sent Arielle out to the event dressed as a giant (yet elegant) garlic bulb to see if she would be let in. Unfortunately, she was rejected, but it made for a buzzy publicity stunt. The moment included teaser social posts, IRL capture at the Met Gala, and post-stunt content. Bespoke posts were shared to Arielle’s and Hellmann’s pages.

• Poppi x Love Island: Have no fear, Poppi drinkers, the Punch Pop flavor is back, but with a whole new look inspired by Love Island USA. To celebrate the launch, Poppi conjured up a cute lil social campaign filled with teasers, launch videos, lo-fi beauty shots, and even opportunistic content. The new drink has ushered in an entire vibe takeover on Poppi’s page. Get it fast though, it’s limited edition 😉

Things we’re resharing:

• You got me!

• Already found my 2026 Halloween costume

• Community 🫶

• Keke!! Diva!!

• An original thought

• Oui!!! 🥖

• Performative showdown

• Well, yes!

Content in Culture:

The First Monday in May – Arts, Culture, and Controversy

• And just like that, another Met Gala Monday has come and gone, with plenty of breathtaking outfits (as well as a fair share of ones that felt… quite boring). This year’s theme was “Costume Art” in partnership with the museum’s Costume Institute’s new 2026 spring exhibition that depicts variations of the dressed body from across the Met’s curatorial departments, pairing garments with art objects spanning some 5,000 years (Vogue).

• The Gala’s dress code was appropriately coined “Fashion is Art,” and attending celebrities and their teams took that in a number of directions. There were multiple direct references to pieces of famous artwork (see here for that breakdown), references to the human body like Beyoncé’s bejeweled skeletal system, and even a few takes on the exhibit’s lesser explored categories like Bad Bunny’s rendition and attention to the “aging body.” See every look from the carpet here.

• While attending celebrities gathered inside the tented walls on the steps leading up to the Met, much was occurring outside the event on the same day.

  • Hours before the Met Gala began, hundreds gathered in the Meatpacking District for another custom couture red carpet event: The Ball Without Billionaires. The show was co-hosted by stylist Gabriella Karefa-Johnson and Abbott Elementary actress Lisa Ann Walter, and was a union-led counter-programming to this year’s Met Gala, co-chaired by Amazon’s Jeff Bezos and his wife, Lauren Sanchez-Bezos. Walking the runway were Amazon delivery drivers, warehouse employees, and other union workers who took part in the action to protest Amazon. (The Cut)

  • With all eyes on NYC for this major fashion event, Mayor Zohran Mamdani took the opportunity on Monday to spotlight the garment, retail, and warehouse workers who keep the fashion industry running. The article spotlighted individual workers, their artistry, and their influences that brought them to their craft. Those highlighted spoke of the importance of union representation for artists, the recognition that’s due to the immigrant women who have evolved and carried the garment industry, and the community of artists in New York City supporting each other. (Buzzfeed / Reddit)

Guest Spotlight: Eric Spore (& Rhubarb 🐶)

What’s an example of something cool you saw in your industry/discipline recently?

Taco Bell got a shout-out in the Hulu show Company Retreat (the follow-up to their show Jury Duty). I won’t say much about why it makes sense for the show and the brand to do this because of spoilers, but Taco Bell is invoked in the show. So one of the characters from this show visits the Taco Bell test kitchen to do some shenanigans. The post is fun and continues the magic for fans of the show. A good reminder to capitalize on those moments of relevance.

Also, you should watch Company Retreat.

Are there any trends or bigger strategic ideas you’re seeing this week?

I’ve seen a few posts on this trend and I think it’s fun, cute, and easy! If you’ve got social stuff to concept for, bring something like this forward.

Who are your favorite brands or handles to follow?

Dropout TV - An entertainment company that formed out of the ashes of College Humor, this upstart group of creators is making great shows while being kind to their talent. I think profit-sharing might just make you a funnier performer. Their channel is mostly clips of their shows, which get worked into people’s algorithms, which gets them more subscribers. Repeat.

Neko Cat Cafe - I don’t even know why I follow a cat cafe that’s in a city I don’t live in but I do. Hilarious voice-overs and a lot of love for their kitties. Shows that a local business can have a national presence purely by being good at making content for the internet. Worth a follow or a visit if you live in Seattle!

Rhea Ripley - Professional wrestlers are fascinating on social media because they operate as hybrids. Part personal brand, part employee for a huge corporation. Part character, part actual human. They’re influencer-ish, I guess. Posts from their accounts can look like workout motivation, a Slim Jim partnership, trend-based skits from their on-camera persona, or just photos from their vacation. Rhea Ripley is one of the coolest WWE performers and her feed is a great example of how all these streams collide. She’s also just pretty funny.

What is something outside of your industry that you’re passionate about?

Great British Bake-Off, baby! Every year, as the season starts to turn towards fall, 12 bakers in a tent across the pond serve up delicious, delicious content for us to enjoy. So heartwarming and funny and just the best. Very sad one of the judges left this year, but we’ve been loving Allison Hammond as a host. It really is the perfect reality show for people who don’t actually like very much reality TV. My fiancé and I started watching during the pandemic and we’re fully hooked.

The last couple of years, I have attempted to bake along with the show. Not doing anything nearly as fancy as the things they make on the show, but if it’s chocolate week, I’m making something chocolate. If they’re making bread, I’m making bread. And if I don’t have time, I’ll just get something on theme from Black Walnut. Because when you’re watching a food show, don’t you want to be eating what you’re seeing? Plus, they’ve started posting the actual recipes for the technical challenges they do every week, so you can actually make what they are making on the show.

CL Social Updates:

• Simply Put: Neil Goodspeed

• Turning Text Convos into Songs | Take me to church, text conversation sent strictly in all caps to your bestie about your ex situationship! If you’ve ever sent straight bars to someone via text, you have a prime opportunity to turn said convo into gospel music fit for Sunday. The harmonies are on LOCK, the drama is THERE, and the fake vocals are VOCALIZING.

• Decision Day | The long held American tradition of college decision day is back! And yes, high school seniors have always looked that young—we’re just old now. There’s something extremely wholesome about seeing where the next generation of college students are about to head as they take their first steps toward adulthood. And there’s something extremely funny about how much the trend of saying your name and where you’re headed for school has become straight up gibberish.

• Top 5 ( Personal) Horror Movies | We all have things in our life that send shivers down our spine—and now’s the time to list ‘em out! In this trend, users are sharing their “Top 5 Horror Movies” that aren’t actually movies, but just personal things that are the worst. Whether it be a specific date, a fashion trend, or a worst case scenario, we’ve all got our own special things we would like to avoid like the plague.

Platform updates:

• Instagram brings simplified AI video to Edits (Social Media Today)

• TikTok lets users add relevant keywords to metadata (Social Media Today)

• X officially launches new app X Chat (Social Media Today)

• Vine makes a comeback (Social Media Today)

• Threads tests emoji reactions to specific words in posts (Social Media Today)

• Pinterest launches connected TV ad placement via tvScientific (Social Media Today)

• Instagram improves Insights UI, adds new metrics (Social Media Today)

Brands, collabs + product launches:

• Uber Eats: Heated Rivalry fans rise up!! Uber Eats once again executed a simple yet impactful social post; this time with the winners of a recent Heated Rivalry lookalike contest in D.C. The two winners quickly went viral on social for sharing a kiss after being crowned winners. But the hype continued as both went on multiple dates post-contest and documented it for social (here’s a great recap for your viewing pleasure). Uber Eats recently partnered with the two winners to execute a simple social video, essentially heroing the brand as the tool that brought the winners back together for their “third date.”

• Taco Bell x Jury Duty: Taco Bell executed an unexpected collab with Prime show, Jury Duty, where a character in the new season, Dougie Jr., crashes the Taco Bell Test Kitchen to pitch his own sauce creations. And this works as Dougie Jr. is the “ceo” of the fictional hot sauce company, Rockin’ Grandma’s (in Jury Duty), and it’s all in support of promoting Taco Bell’s new Diablo-dusted nuggets menu item. The promo video is chaotic and leans heavily into the premise of Jury Duty as a show. Will Taco Bell end up also releasing a limited-edition sauce inspired by the crossover? We will see 👀

• Jarlsberg x Adrian Grenier: Adrian is on a roll with these brand collabs! Making the most of not being in the sequel. In advance of The Devil Wears Prada 2 release, Adrian Grenier (aka Nate in The Devil Wears Prada) partnered up with Jarlsberg on a global campaign to show how he prepares his favorite grilled cheese. For fans of the first film, you will remember Nate mentioning Jarlsberg cheese when Andy refused to eat a grilled cheese he made for her. This campaign riffs off that moment.

• Marc Jacobs x Rachel Sennott: Marc Jacobs has partnered up with Rachel Sennott on a pre-fall campaign, which includes a social-first micro-drama episodic series written by and starring Sennott as she goes on a journey to get Anna Wintour’s attention in hopes of attending the Met Gala. The social series is titled “The Scene” and hilariously works to hero and promote a new collection of bags from Marc Jacobs. The campaign even included some surround social content, like bts clips and references to past viral Met Gala social posts.

Things we’re resharing:

• This is so important to me

• DIVAAAAA

• In honor of the new Michael movie…

• Please look at her profile…

• Gary eats, once again

• Turning 30 really does feel like this

Content in Culture:

The Movies Are Alive and Well

• Last weekend, the Michael Jackson biopic, Michael, hit theaters and saw a whopping $218.8 million in its global opening, the biggest opening for a musical biopic ever (Deadline). A movie centering the very controversial king of pop comes with mixed reviews (one from the New Yorker called it “a sanitized bio-pic that is all business… but leaves his personal life out of the picture”). However, an interesting cultural trend culminating on social this week can’t be ignored: a massive increase in attention to impactful MJ moments coming from a new generation.

  • Michael lead actor, Jaafar Jackson, is MJ’s nephew in real life. The mannerisms, movements, and voice are spot on, leading to many iconic moment remakes feeling disarmingly accurate. During the film’s promo, Lionsgate released Jaafar Jackson remaking MJ’s iconic popcorn meme, which instantly took the internet by storm. Additionally, MJ’s music streaming numbers have skyrocketed this week, and favorite scenes from the movie are already being reshared and discussed on social.

  • Perhaps the most interesting result of the movie release has been a new wave of backlash against Pepsi. In 1984, while on set for a Pepsi commercial, a rogue pyrotechnic exploded behind MJ, causing his hair to catch fire and his scalp to suffer third-degree burns (USA Today). Michael depicts the event in full, and many users have taken to social channels to discuss the tragedy, who was at fault, and its potential impact on the trajectory of the remainder of MJ’s life. Talk about the power of storytelling; Pepsi is receiving a resurgence of flak from a new generation for the unsafe situation… 40 years later.

• Throw on your cerulean, babes! Because this weekend the highly anticipated Devil Wears Prada 2 hits theaters, with all four leads returning after a 20-year hiatus. Although we will know more after the weekend, things are looking quite good for the sequel, as over $20M in US/Canada presale tickets have already been purchased, with a projected $80 million domestic box office start (Deadline). And with the subsequent real-life fashion moment of the Met Gala happening on Monday, it is a BIG week for fashion, both fictional and non, with socials already buzzin’ about both. All we can say is thank GOD for new Miranda Priestly soundbites coming our way in the year of our lord 2026 ✨

New Music Buzzzzzzzz 🐝🌸

• The Beyhive has been ABUZZ this week after not one, not two, but three Instagram posts from Beyoncé herself this past week, and fans are convinced that she is hinting at Act III coming soon because if there’s one thing we know about Beyoncé, she doesn’t pop out unless she has something to say.

  • It’s long been suspected that Act III will be a rock album, and on Thursday, April 30, Beyoncé updated her website to include a GIF of Destiny’s Child with rock legend Stevie Nicks, teasing a potential collaboration. (Vulture) And many fans believe her latest Instagram post celebrating the 10-year anniversary of Lemonade in a ruffled purple dress, similar in style to the yellow dress she wore in the “Hold Up” music video, was also a nod to rock legend Prince and his iconic “Purple Rain”. (People)

  • It’s been about two years since the release of Cowboy Carter, and it was also about two years between the releases of the first two acts. Beyoncé is also a co-chair of the Met Gala on May 6, and many fans believe she’ll use the focus of the cultural event and her attendance to boost an Act III announcement, similar to how she used a Super Bowl commercial to announce Cowboy Carter in 2024.

  • The only confirmation the Beyhive has gotten has actually been a nonconfirmation from Beyoncé’s longtime publicist, who replied to a tweet claiming to have insider information on an album announcement next week by saying “This is unequivocally false!” But that doesn’t mean it couldn’t come later this month, and fans are keeping their hopes up.

• On Tuesday, Ariana Grande announced her highly-anticipated eighth studio album, Petal, set to be released July 31 of this year. She previously said she’d need “an extra brain and four more arms” to release an album this summer, but eagle-eyed fans noticed when she began teasing this newest project last month with photos in the studio and lots of flower emojis on Instagram posts. Grande explained the album’s title, saying that Petal represents “something that is full of life and growing through the cracks of something cold and hard and challenging”. (Billboard)

  • Petal will be the first album launched under Grande’s own record label BabyDollMusic, which means Grande will own the original master recordings to the new tracks. She has reportedly licensed the rights to Petal to her former label, but she will retain ownership – a major move for the talented artist. (The Sun)

Guest Spotlight: Jane Oliverius

What’s an example of something cool you saw in your industry/discipline recently?

I’ve been seeing a lot more of that ‘soft adventure’ content — one example that stood out was some of the recent storytelling from Patagonia, especially within their film series around Dean Potter and his legacy with his son

They’ve been putting out longer-form films that focus on time spent in nature and what the outdoors actually means to people and it feels way more like a short documentary than an ad. They barely even show product — it’s really about the people, the environment, and the experience first, which makes it way more engaging

Patagonia has a whole section dedicated to these films and stories around different outdoor lifestyles which really shows how much they’re leaning into storytelling over selling

And what’s been cool is how a lot of that content now is being led by women which is shifting the tone. It feels more thoughtful more styled and more story-driven versus that traditional rugged outdoors vibe

Are there any trends or bigger strategic ideas you’re seeing this week?

I’ve been noticing a bigger shift toward a more cinematic approach in advertising where brands are taking their time and building a feeling instead of throwing a product or logo in your face right away

A lot of that storytelling leans slightly surreal too, especially in outdoor and lifestyle content, where it feels real but there’s something a little unexpected layered in

At the same time everything feels a bit less polished in a good way. More texture more imperfection more human. It feels like a reaction to how digital and AI-heavy everything is right now

The stuff that really stands out is the kind of content you’d actually choose to watch not something that feels forced … and I think that’s where a lot of brands are trying to move

Who are your favorite brands or handles to follow?

I feel like the social accounts I follow are always changing but I tend to gravitate towards a mix of outdoorsy, cinematic, moody, art-driven, and a little bit of old-school or funny blunt humor.

Basically anything that feels visually inspiring or just sparks joy

That said to be honest when I’m stressed or need to clear my head the first thing I do is put my phone down and step away from technology so I’m probably not the most ‘on top of every trend’ type of person

Here are some accounts I’ve been into recently…

@Cult.class

@Around Value

@aureta

@Pete_ell

@maxrivephotography

@theflowtrip

@Marianopeccinetti

@chrisburkard

@samuelzeller

What is something outside of your industry that you’re passionate about?

Outside of work I’m pretty much always trying to be outside in some way. Fly fishing is probably my favorite — I actually just took a trip to Patagonia earlier this year that was fully centered around it which was unreal

I also lived in Colorado for about five years so I got really into hiking out there. Mount Sneffels in Telluride was probably my favorite one I did

If I’m not outside I’m usually thrifting or working on some kind of random arts and crafts project. I love digging through vintage stores especially the men’s or denim sections and I’d say most of my closet is thrifted at this point

That same mindset kind of carries into my home too. I’m really into interior design but in a more collected lived-in way mixing eras layering pieces over time lots of plants nothing too staged or perfect

Overall I think I’m just drawn to things that feel a little more intentional and personal whether that’s being out in nature or building a space and style that actually feels like me and not just something I bought

What’s Happening on CL Socials:

• Department Faves

• Hallelujah | Bieber Fever has been running rampant across the globe ever since Bieberchella took over the internet, and now the “Hallelujah” trend has been spreading at a rapid rate. If you find yourself listing out all the things that matter to you (or things that are just… something to you) followed by praise, please contact your doctor immediately. Herd immunity may never be reached… unless we all choose to be infected with the Fever.

• Whimsymaxxing | Spring has sprung, color is coming back into our lives, and the girls are remembering that they can, in fact, be whimsical! This trend has truly opened the floodgates to how whimsical you can make every single aspect of your life—from adding sprinkles to everything you consume, appreciating the flowers in bloom, having your ice strictly be made in a star-shaped mold, wearing crowns… the ways to infuse whimsy are endless!

Platform updates:

• Meta launches Instagram spinoff Instants as a standalone app (Social Media Today)

• TikTok adds new AI video generation to Symphony ad tool kit (Social Media Today)

• Mark Zuckerberg continues his pursuit of AI human clones, starting with himself (Social Media Today)

• YouTube to increase the cost of its premium service (Social Media Today)

• Meta sued by Consumer Federation of America (Social Media Today)

• LinkedIn’s new tool lets you test the outputs of various AI models (Social Media Today)

• Threads launches Live Chats for the NBA playoffs (Social Media Today)

• X introduces topic-based Custom Timelines (Social Media Today)

• Meta plans large-scale job cuts beginning in May, says Reuters (Social Media Today)

.Brands, collabs + product launches:

• Yahoo (Coachella): And it really is that simple! Every Coachella, brands and artists buy billboard space on the drive into the festival. So much so that it has become a format on social for people to create fake Coachella billboards. Yahoo did just that ahead of weekend one after uncovering the insight that over 15,000 of their email addresses had “Bieber” in them. And of course, Justin Bieber was the most anticipated headliner this year. So, Yahoo posted a fake Coachella billboard to their socials, speaking to this insight and all the veteran Bieber fans out there. Truly a simple yet effective piece of brand social content.

• Chili’s x Trisha Paytas: Name a more iconic collab, we’ll wait. Chilis recently partnered up with Trisha Paytas to launch and promote the restaurant’s new Big Crispy Chicken Sandwich. The launch started with social teasers parodying classic law firm ads and breaking news segments, which ultimately led to the hero video of Trisha Paytas in court (playing every role, mind you), arguing who has the better chicken sandwich, Chilis or the fast food competitors. Chilis baked every piece of social content with iconic Trisha-isms and moments to make everything feel as authentic as possible. And the result was a fun self-aware social campaign.

• Starbucks x The Devil Wears Prada 2: To promote The Devil Wears Prada 2, Starbucks sent real-life assistants and interns to the New York City premiere dressed in giant green coffee cup holder costumes. The participants, who are not actually Starbucks employees, handed out gift cards in the streets before revealing stylish formal wear underneath for the red carpet event. While the stunt did drive conversation on social, the brand faced much backlash with critics labeling the stunt as a “humiliation ritual” and others discussing the company’s ongoing labor union tensions, feeling the stunt was tone deaf.

• Ecco @ The Boston Marathon: If you were tuned into the Boston Marathon this year, you likely saw the controversy with signage at the Nike store on Newbury Street in Boston saying “Runners welcome, walkers tolerated” during the week of the Boston Marathon, which sparked heavy backlash online. Ecco, a comfort footwear brand, saw an opportunity and swarmed the actual marathon with their own signage, clapping back at Nike. Signs posted by Ecco read: “Walk Your Walk,” “No Run Intended,” and “One Step Closer.” Content was also shared on their owned channels, which received notably positive feedback from social users.

Things we’re resharing:

• Allyship 😔✊

• Because that’s why

• Okay but it lowkey does??

• Need context

• Classic mistake

• A real horror movie

• How could the ABCs do this?! 😔

• Tell me you know what I’m talking about, PLEASE

Content in Culture:

Disney releases iconic songs reanimated in ASL for Deaf History Month

• This week, Disney announced that they would be releasing a new Songs in Sign Language initiative on 4/27, where they will debut three iconic songs from Pixar films reanimated in American Sign Language in celebration of Deaf History Month (People).

• Director Hyrum Osmond worked closely with DJ Kurs and the team at Los Angeles’ Deaf West Theatre to carefully choreograph the lyrics into ASL, then over 20 animators worked to reanimate the signs depicted from the movie characters. When the songs are released, there will also be a behind-the-scenes feature of the journey that made this possible.

• This project is a big beginning step in inclusivity for Deaf arts in animation. As Deaf actor Daniel Durant commented in his video describing the initiative, “I grew up and LOVE watching animations because of course, animation always has big facial expressions and a lot of action… and now they’ve added ASL to it! Unbelievable, it’s like something new to my eyes. It gave me goosebumps and it’s such an honor to witness this historic moment for all of us.” Daniel is one of many who posted praise for this initiative, with numerous folks hoping this is the start of many inclusive projects to come from big entertainment companies like Disney.

• Be sure to catch the reanimated initiative launching on April 27th! Looking for another way to learn more during Deaf History Month? Check out this video from Deaf actor and model Nyle DiMarco explaining the Deaf men in our history who made modern space travel possible.🤟

Happy Noah Kahan Album Release Day :’)

• After four years, the northeast’s beloved folk-pop sad boy finally released his highly anticipated fourth studio album, The Great Divide. A whopping 17 songs long, the album is an intricate and poetic depiction of an almost “prodigal son’s” return from the big city to a small town, recognizing the complex feelings that this transition brings (NPR).

• Along with the album, a documentary about Kahan’s past four years was released on Netflix last week called Noah Kahan: Out of Body. The documentary gave an intimate look at Noah’s experience exploding in popularity during COVID, his ongoing struggles with mental health, and the very real depiction of the love, pain, and messiness of family bonds.

• Both the documentary and album have prompted copious online conversations and a deepening love for Kahan’s down-to-earth authenticity and relatability. His music has struck a chord with many over the years, proving that no one is perfect and every family has their dirty laundry. We are happy to report that this new album continues with the rawness that is so comforting to fans, while smashing it out of the park with complex instrumentation and lyrics. Speaking of parks, Noah will debut this album live on his international outdoor stadium tour starting in June (prepare to see a lot more videos on social). If you’re looking for a good cry while driving down a (real or metaphorical) dirt road, give this album a listen.

What’s trending:

• Coachella: The Prequel | The biggest two weekends on social media begins TODAY—but that doesn’t mean Coachella content hasn’t been flooding our feeds for the past few weeks. We’re seeing people getting scammed by “stylists” who give them truly some of the ugliest combinations of thrifted clothes known to man, we’re seeing billboards on billboards on billboards (well… and some not billboards), and some seriously impressive fashion DIYs. Some questions still remain: What will Justin’s setlist be? Will Katseye survive without Manon? Who’s gonna win ugliest outfit of the year? Stay tuned.

• Miss Grand Thailand Breaks it Down | This level of iconic hasn’t been witnessed in eons and who’s to say if we’ll ever witness it again. A contestant from this year’s Miss Grand Thailand pageant has gone mega-viral for her sick moves during the competition, clad only in a bikini, surrounded by her very polite and significantly more boring competition. To say the internet is obsessed with her is an understatement (there truly was a full 24 hours where this was all anyone was talking about). Users have been remaking this iconic moment in their own way and we can’t help but watch every single one.

• The Saxophone is Getting Louder | Anxiety-prone folks, we’ve got anotha one for ya! This trend showcases the moments where tension builds, where anxiety grows, and where panic starts to set in—all set to the sounds of a wailing saxophone with an ever increasing volume. If you’ve got a bad feeling, consider this the background music.

• Pop Girlies Stay Winning! | Let me not mince my words and get to the point: Laufey assembled the Wasian Avengers. New Ariana Grande Album AND she’s going to be in the next season of American Horror Story. New Olivia Rodrigo Album. New Sabrina Carpenter music video AND she’s about to headline Coachella. Lady Gaga and Doechii released a new song for Devil Wears Prada 2. A new era of electro-pop girlies are on the rise. Here’s to another year of being blissfully unaware if men are even releasing music!

Platform updates:

• Instagram confirms live test of its new subscription package (Social Media Today)

• Instagram chief debunks popular engagement hack (Social Media Today)

• TikTok tests in-app DM games (Social Media Today)

• LinkedIn will no longer allow real-time livestreams (Social Media Today)

• Snapchat expands Creator Subscriptions to all eligible users (Social Media Today)

Brands, collabs + product launches:

• Verizon x Connor Storrie: The ad spot we didn’t know we needed. Verizon teamed up with Heated Rivalry star Connor Storrie to star in an ad spot that was a perfect marriage between social, cultural, and human insights to create a gripping spot touting Verizon as the best network. And Connor wasn’t the only star; his butt may or may not have been the true main character. Instead of explaining how and why this spot is great, just watch it for yourself.

• Sephora x Alysa Liu: Everyone’s favorite figure skater is teaming up with Sephora in an unexpected partnership focused on self-expression through makeup and hair. The collaboration was teased/announced on social by spotlighting Alysa’s iconic striped hair, saying “Alysa Liu loves her stripes,” and tying it back to Sephora’s stripes branding. This is going to be an exciting partnership to watch!

• Starbucks x Adrian Grenier: Spring is here, and Starbucks is ramping up the promotion of its new Energy Refresher drinks. To do so, the brand tapped Adrian Grenier (Nate in The Devil Wears Prada) to star in a spot about not being cast in the new sequel (The Devil Wears Prada 2). The spot is cheeky and plays into social chatter that has surfaced over the years about how Nate may or may not have been the true villain in the original film. Check it out.

• Barbie x Olandria: Love Island fans are eating once again with Olandria, also known as Bama Barbie, teaming up with Barbie for an exclusive partnership ahead of Coachella weekend. The partnership is being teased with a few social posts on Olandria’s socials, wearing the iconic striped Barbie swimwear look, and even changing her profile picture to match the Barbie brand. Not much is known about the partnership quite yet. We will have to stay tuned as Coachella unfolds this weekend and next.

Things we’re resharing:

• When your friend group is full of icons

• Bustin’ out these moves from here on out

• OH!!!

• Carroll 💗😭

• Meet NYC’s latest icon

• When the saxophone solo hits

Content in Culture:

Artemis II crew – AMAZE AMAZE AMAZE

• Over the past 10 days folks from around the world have been enraptured by Artemis II, the first-crewed Artemis flight making history as they fly around the moon and “pave the way for future lunar surface missions” (NASA). With continuous YouTube livestreams, copious interviews and footage on Instagram and TikTok, and gorgeous images of the backside of the Moon released in realtime, this mission has felt more personal than ever before.

• The four astronauts onboard (Reid Wiseman, Victor Glover, Christina Koch, and Jeremy Hansen) have quickly become beloved to those of us following along earthside, with footage again and again showing that they are not only brilliant minds in their field, but seemingly also incredibly kind and compassionate people who are so excited by this opportunity. There are countless trending clips of the crew on this mission, but here are a few of our favs to watch for a bright spot this Friday:

  • MOON JOY: A great one to start with, this video recaps many of the joyful moments on this mission.

  • The most beautiful new crater name (and group hug): Grab your tissues for this one… The crew had the opportunity to name some of the Moon’s craters that they documented, and chose to name a particularly bright one Caroll, after Reid’s late wife who passed away in 2020. This video shows the immense care that went into making this decision, and that the astronauts feel for each other.

  • Girl Dad final boss: Reid, now a single parent after Carroll’s passing, has two daughters who have had viral content of their own as they sent their dad off on his mission. This video shows Reid’s response after learning that they were in the viewing gallery watching.

  • A little commotion for Rise: The team had an official zero-gravity indicator mascot named Rise, who was designed by 8-year-old Lucas Ye from California. The crew has given Rise plenty of spotlight as he does his job, as seen here from this sweet clip with Victor.

  • The accidental best free advertisement ever: and proof that the crew are just like us

  • Now you’re almost home, what will you miss most about being in space?: a top comment on this post says “humans go to space and realize the most precious thing in life is each other” and wow, we can’t stop thinking about that.

• The Artemis II crew will complete their mission this evening with a water landing off the coast of California. And while events here on Earth have been tumultuous at best this week, their mission has been a bright spot for many at the reminder of the wonder and vastness of space, the beauty of our planet (and moon!), and the poignant reality of human connection. We wish them a very safe landing home tonight 💙

Guest spotlight: Sydney Tigue

What’s an example of something cool you saw in your industry/discipline recently?

I loved Rhode’s Spring 2026 campaign launch with Sarah Pidgeon. While I already have an existing love for Rhode as a brand (can confirm their glazing milk IS in fact worth the hype!), this campaign in particular amazed me for a few reasons:

• It marks the brand’s first major campaign where founder Hailey Bieber was not front and center. While it may seem like a risk or departure from its roots, I think it shows how established and successful the brand has become since launching in 2022. Consumers know Rhode = Hailey Bieber, so the brand can pull in other major faces and names without losing its identity.

• Capitalized on a trend while staying true to the brand’s identity. The collection is all about 90s minimalism, which is a trend fashion and beauty consumers visit time and time again on social media, but it still bodes well with Rhode’s “no makeup makeup” aesthetic. It all just makes sense.

• And most importantly…they executed it in less than a month. Actress Sarah Pidgeon recently became the new “it” girl in Hollywood from playing Carolyn Bessette-Kennedy in FX and Hulu’s “Love Story” - an entirely new show that no one could have guessed would pop off prior to the premiere, which was on February 12. This campaign launched on March 3….let that sink in. That means Rhode made everything with Pidgeon happen in less than a month - negotiations, contracting, photoshoots, content creation, approvals, press interviews, etc. As a creative agency, I think we can all acknowledge how mindblowing this is and how hard several teams had to work in such a short amount of time. That’s how brands like Rhode stand out - they find a smart and strategic opportunity, stay nimble and make it happen!

Are there any trends or bigger strategic ideas you’re seeing this week?

This is a really bad question to ask me this week considering April Fools…but obviously the West Wilson and Amanda Batula drama is EVERYWHERE (both in my feed and in my mind). It’s crazy how much romantic relationships mixed with betrayal take the internet by storm. It will be interesting to see if and how this continues to play out in pop culture the way Scandoval did. (Ciara for president???)

Who are your favorite brands or handles to follow?

• I love @gradgirlmarketing - they post round ups of standout marketing campaigns every week and it’s a great place to seek inspiration.

• I love following @nuuly - their feed is so interesting and visually engaging to me, and I think the way they approach content creation and working with creators (like this video) is so unique.

• By the time this is sent to everyone, I’ll be on day 2 as a mom to a golden retriever puppy, so my FYP is filled with dog trainers (like @mcmahondogtraining). Will any of their advice actually work? Idk but I’m feeling prepared for now ok!!

What is something outside of your industry that you’re passionate about?

I love to read! I’m in two book clubs, so I read about 2-3 books a month. I loved reading as a kid, and what started as a way to get myself to stop doom scrolling as an adult turned into a new love for learning new perspectives and experiences and just escaping into a new world. I love everything from thrillers to historical fiction. Some of my favorite authors are Taylor Jenkins Reid, Carley Fortune, Freida McFadden and Kristin Hannah.

What’s Happening on CL Socials:

Leland T. Lynch Awards- LinkedIn / Instagram

What’s trending:

• Chappell Roan Controversy: It’s been a crazy week on social for Chappell Roan after news broke of an alleged hotel incident in São Paulo, where a security guard made a soccer player’s young stepdaughter cry for simply approaching Roan. Jorginho called Roan out publicly, and social media spiraled into a full-on “be nice to fans vs. respect celebrity boundaries” debate. Roan says she didn’t see the interaction and that the security guard was not part of her team. Not long after, the mother came to social to double down that the security guard was truly part of Roan’s team. Then, in a crazy turn of events, the security guard himself put out a statement that he is in no way affiliated with Roan and takes full responsibility for the alleged interaction. Fans and general social users are still split on who and what to believe. Some feel this was an intentional attempt to smear Roan’s image.

• Kris Jenner pfp: Let’s step outside the U.S. for a second and talk about a trend taking over Chinese social media. In the seemingly most random trend of 2026 so far, users are making a specific photo of Kris Jenner their profile picture (pfp) as a manifestation tool. It is said that using this photo of Kris Jenner will bring good luck, wealth, and confidence. Some users even customize the pfp to fit their current job. Here is a full video breakdown of the trend for more context.

• Hannah Montana 20th Anniversary: 2026 is the new 2016? More like 2006. Happy Hannah-versary to all who celebrate! Miley Cyrus celebrated her beloved alter ego’s 20th anniversary with a special on Disney Plus. The set was completely reconstructed, it’s true that “you’ll always find your way back home!”Alex Cooper interviewed Miley, and the special featured appearances from additions like Miley’s mom, Tish, Selena Gomez, Chappell Roan and Billy Ray Cyrus. Disney is churning out the HM-related content, and Disney Plus even featured the entire first episode of the show on TikTok. Fans are taking to social media to share their hot takes on the special. It’s clear Disney is leaning into audience cravings for nostalgia, millennial and younger fans are hopeful for similar content in the future.

Platform updates:

• Jury finds Meta and YouTube guilty of causing social media addiction (Social Media Today)

• Meta is shutting down VR social platform Horizon Worlds in further pivot away from the metaverse (CNBC)

• Instagram allows users to rearrange carousel posts (Social Media Today)

• TikTok and Tubi partner to bring creators to FAST, opening new doors for marketers (eMarketer)

• Meta leans on AI to police content at scale (eMarketer)

• New Mexico jury approves $375M in civil damages from Meta (Social Media Today)

• X loses lawsuit alleging advertisers’ boycott was politically motivated (Social Media Today)

Brands, collabs + product launches:

• Cheetos Pickleback: Hot Cheetos stans, prepare yourselves! Cheetos Flamin’ Hot Dill Pickle is back, and to widely announce its return, Cheetos teamed up with an unlikely pair (just like the pairing of spicy and pickle flavors), Megan Thee Stallion and Nickelback. The brand spot is wild, to say the least. But somehow the pairing and song itself used in the spot just makes sense. Cheetos has also been promoting the flavors’ return on social with other social-first content.

• Aerie x Pamela Anderson: Aerie continues to double down on its strong stance against any AI-generated bodies or people, and no retouching, ever, with a new campaign centered around Pamela Anderson. Anderson has long been vocal about not using makeup and embracing her natural beauty as she ages. Aerie leaned into that with headlines like: “100% Aerie real,” “perfectly imperfect,” and “you can’t prompt this.” On top of a striking brand spot, Aerie is also sharing lovely film images and photoshoot outtakes to celebrate the campaign.

• Airbnb x Disney: In honor of the Hannah Montana 20th anniversary special premiering on Disney+ this week, Airbnb teamed up with Disney to fully deck out the house featured in Hannah Montana transitions. The house is available for booking on Airbnb, and the brand has already tapped creators to help promote it.

• Reale Actives by Alix Earle: Alix Earle took to social to sneakily announce her newest venture: skincare. She sent PR packages to a variety of influencers and creators with singular puzzle pieces. She launched a new (and instantly popular) Instagram account @wtfisalixdoing where she featured content of a giant puzzle IRL coming together with the mailed pieces. The campaign naturally garnered buzz and attention as people speculated what she was launching. The marketing? Creative and arguably successful! The product? To be determined.

Things we’re resharing:

• We’re practicing our boundaries in case we ever meet Chappell Roan

• KIM KARDASHIANNNN

• That’s one way to do it

• Zara Larsson with her fans <3

• Someone buy me this rn

• Time to lock in

• Thought this was a new trend, no it’s just one account lol

• This would’ve done numbers on Vine

Content in Culture:

The Longest TSA Wait Times in History

• Social has been abuzz this week with videos and stories of hours-long wait times for TSA across the country amid the partial-government shutdown. On Monday, ICE agents were deployed to at least 13 major airports that were seeing the highest call-out rates amongst TSA agents, who are now on their sixth week without pay. As of Wednesday, travelers were facing the longest TSA wait times in history. (NPR)

• This week, social users have been documenting the presence of ICE at airports as discussions around pay and responsibilities swirled. Many TSA agents are already living paycheck-to-paycheck, and a top TSA administrator said that unpaid TSA agents are facing “dire circumstances” as they remain unpaid alongside paid ICE agents, which one TSA union leader called “demoralizing”. (CNN)

• Early Friday morning, the Senate reached a deal to fund most of DHS, except for ICE and CPB. The bill would end the partial shutdown should it pass the House. However, the bill was met with immediate resistance by House Republicans. (CNBC)

• While the future of DHS funding remains uncertain, Trump himself voiced support for funding TSA in a Truth Social post late Thursday night in which he announced that he would pay TSA workers via executive order, should the shutdown continue. (CNBC)

Project Hail Mary? More like Project Home Run

• The highly anticipated sci-fi adventure Project Hail Mary (PHM) starring Ryan Gosling released in theaters last Friday. In its first weekend, the movie blew past box office predictions, seeing the second-largest non-franchise opening weekend in history, surpassed only by Oppenheimer (SFGATE).

• PHM was originally a novel by Andy Weir, the same author who wrote The Martian, which became a beloved sci-fi space movie in 2015 (with an impressive 91% rating on Rotten Tomatoes). Needless to say, the anticipation around the PHM movie has been high for those who loved the book as well as new fans who were intrigued by the Gosling-focused trailer that ever so briefly features an... alien? Unlike The Martian, this human is not alone up there!

• Following its release, there have been copious online discussions on the movie adaptation and how it lives up to the book. Most seem to agree that Gosling was made to play leading man Ryland Grace, and also applaud that the movie was shot on actual sets and not greenscreens, with puppets and props, and no CGI. And perhaps most notably, people are feeling nostalgia for an action movie that leaves you feeling uplifted. One reviewer wrote: “You might imagine my shock when I found myself not just enjoying Project Hail Mary for its sunny disposition, but leaving the theater so genuinely moved that I believe it’s a film with the legitimate potential to bolster the human spirit”. (salon)

• Are blockbuster movies on the upswing again? Unclear. But does it seem that PHM is bringing some legitimate movie-going joy? Seems to be yes! If you do go see it, please let the social team know your review🫶

Dadtok, Drama, and Divorce

• The drama out of Utah continued this week after Secret Lives of Mormon Wives star Jessi Draper appeared on the popular podcast Call Her Daddy on Wednesday. The appearance was highly anticipated after her estranged husband Jordan filed for divorce last Thursday, reportedly blindsiding Jessi, who said she found out about her own divorce from TMZ. (CHD)

• After fans saw Jessi and Jordan work through Jessi’s emotional affair and Jordan’s alleged emotional abuse in seasons 3 and 4, many saw this coming. What fans did not see coming were some of Jessi’s revelations that were previously hidden from the show’s production: allegations that Jordan stepped outside their marriage even before SLOMW began filming, along with allegations of involvement in infamous SLC swinger parties. (CHD)

• Jessi also took time to address the ongoing controversy around costar Taylor Frankie Paul and her former partner Dakota. Her perspective was appreciated by fans, considering Jordan and Dakota are best friends, and Jessi has insight into what’s being discussed behind the scenes. And when she was asked if Momtok would survive this? She said she genuinely didn’t know. But she does think that Dadtok should be over, and fans are taking to social to discuss it all. (CHD)

Guest spotlight: Alicia Lees

What’s an example of something cool you’ve seen in your industry/discipline recently?

I think taking in all of the nostalgia for the ’90s in internet culture has been really fun to see. It’s interesting that it’s the decade Gen Z is yearning for, as they’re so intrigued by a pre-digital world.

The analog nostalgia continues to trend. I recently saw that Maxwell rereleased a Walkman, which leans into the further desire for no distractions, just you and your music.

Are there any trends or bigger strategic ideas you’re seeing this week?

I’ve been confused about why I keep seeing those insane AI-generated fruit and vegetable dramas in my algorithm, but The New York Times and other publications have written about why they’re becoming so popular. These short dramas grab attention because of their ridiculousness, but they’re actually quite dark and often promote violence. Hate it.

Also, finding out that the story about the dogs in China was actually fake and another form of AI manipulation was extremely unsettling. It’s worrisome how quickly a heartwarming story can gain global attention when it isn’t even real to begin with. Even having a good eye for what’s AI and what’s not, the line is starting to feel blurry. I think this type of story spread so widely because it gave people something happy to hold onto, especially compared to everything else we’ve been consuming lately. Sigh.

Who are your favorite brands or handles to follow?

I really love dogs and don’t currently have one, so I vicariously follow accounts for dog lovers like myself. The K9 Konvoy is a doggy daycare in Wisconsin where the owner picks up a whole crew of dogs every morning in a personalized van and even lets herself into their homes to gather them. If you follow along, you start to learn their names and which dogs can have certain treats. It’s honestly one of my dream businesses if I could fully commit to it.

I also deeply love music and the culture around it. I really enjoy the music knowledge interviews that Track Star does with a mix of artists, celebrities, and everyday people. It’s a fun way for new artists to show off their taste and knowledge. I also love testing myself while watching. Although I can’t play music well (yet), I pride myself on knowing a wide range of genres and artists.

Lastly, I was one of those girlies who was obsessed with fan forums as a kid, where I could learn more about my favorite artists and see content that wasn’t as accessible as it is today. So when the OG divas: Cher, Céline, Tina, Madonna, and Dolly (to name a few) joined social media, it was a game changer for me to see what they were up to. I do miss when celebrities posted more authentically, though, as it has felt very contrived for a minute now.

What is something outside of your industry that you’re passionate about?

I’ve worked in hospitality since high school, so I’ve always been connected to restaurants and food culture. I truly believe everyone should work in a restaurant at least once as it teaches you how to be a better customer, how to perform under pressure, and how to collaborate with all kinds of personalities. It’s taught me how to stay cool and collected, even in tough moments, while still showing up with a positive attitude.

Working in hospitality also gives you a deep understanding of how to create meaningful experiences - whether someone is celebrating something big, spending time with loved ones, or just trying to get through a hard day. It really fills my cup to connect with people in that way, and it’s led to lifelong friendships for me.

Being in NYC, I feel lucky to be surrounded by elevated food and hospitality. It’s been exciting to see food and beverage trends emerge here before making their way to Minneapolis. If you’re ever in NYC please visit me at El Camino!

What’s Happening on CL Socials:

New CCO just Dropped! LI/IG/TikTok

• “What were you like in the 90s?”: Move over 2016 nostalgia–the 90s are back to reclaim their rightful place on the social media time machine throne. Nothing like a throwback trend to remind us that the 90s actually weren’t yesterday and that all your favorite celebrities growing up are, in fact, aging (or maybe you’re well regulated and not spiraling out about the passage of time). This truly does prove that Millennials really did have it made growing up during this era, and Gen Z may always be jealous.

• March Madness in Full Swing: Wishing the best of luck to all your brackets, because some of us are already suffering. March Madness has officially kicked off, and let’s just say that they really hit the nail on the head by choosing the word “madness”. It’s been 24 hours (of watching from your desk instead of working) and we’ve already got iconic buzzer beaters and bracket ruining upsets. We’re in for a wild ride this season.

Platform updates:

• Instagram tests links in post captions for paying users (Social Media Today)

• Meta ends end-to-end encryption for DMs on Instagram (Social Media Today)

• Reddit shares insight into the growth of sports fandoms (Social Media Today / Reddit)

• Instagram adds ability to pause Reels with a single tap (Social Media Today)

• Facebook looks to lure high-profile creators with new program (Social Media Today)

Brands, collabs + product launches:

• Uber x Maura Higgins: In support of St. Patrick’s Day, Uber partnered with Traitors finalist (and a true Irish woman), Maura Higgins, to promote a special deal (17% off) for those who want to Irish exit from the bar after celebrating with a pint. The spot was posted to social in a collaborative post and showed a production team frantically searching for Maura, who had, of course, Irish exited and was enjoying a soak in a tub. Check it out.

• Olivia Rodrigo: Olivia stans, it’s time to rise up! The singer started teasing her new era earlier this week with her logo mural wall (out-of-home placement) being repainted to signal a new album is on the way. Fans have long speculated about what the new eras color would be and we will know soon. This repainting went viral on social as people followed along during each step of the repainting process. This harkens back to when Charli xcx used the infamous Brat wall to promote her album.

• The Devil Wears Prada 2: Grab your butter birkin, promo for The Devil Wears Prada 2 is ramping up! The film is starting to roll out a slew of brand partnerships with Grey Goose and L’Oreal, for example. And even Anna Wintour and Anne Hathaway presenting at the Oscars to help promote the film. L’Oreal and Grey Goose both took to social to promote this partnership. L’Oreal teaming up with Kendall Jenner and Grey Goose with Heidi Klum.

Things we’re resharing:

• That rug looks familiar 👀

• Micheal B. Jordan goes to In-N-Out with his Oscar

• Besties since 1977

• I belong with my celebrity crush...obviously!

• I’m … STRESSED

Content in Culture:

Asking in all seriousness: will Momtok survive this? Should it?

Content warning: DV.

• This week, news out of Utah has rocked the reality TV world after confirmation of a domestic violence incident in late February between Secret Lives of Mormon Wives star and Momtok “leader” Taylor Frankie Paul and her on-again, off-again boyfriend, Dakota, in which their young child was present. The allegations are serious and an investigation is ongoing. These newest allegations spurred conversation on social particularly because Taylor Frankie Paul was set to be the next Bachelorette, a move that many saw as an opportunity for ABC to revive the franchise with a star from their newest hit show. The season was set to premiere this Sunday, 3/22. (Variety)

• On Thursday, 3/19, a video from the original 2023 DV incident was leaked to social media by TMZ and as a result, ABC announced yesterday that they would be shelving this year’s season of The Bachelorette, just three days before it was set to premiere. (AP News)

• In response to the cancellation news, TFP’s team put out the following statement: “Taylor is very grateful for ABC’s support as she prioritizes her family’s safety and security. After years of silently suffering extensive mental and physical abuse as well as threats of retaliation, Taylor is finally gaining the strength to face her accuser and taking steps to ensure that she and her children are protected from any further harm.” (Deadline)

• While fans largely agree that cancelling The Bachelorette was the right decision, conversation is swirling on social around complicated and triggering topics and the question has seemingly shifted from “will Momtok survive this?” to “shouldMomtok survive this?”.

And the Oscar goes to…

• Hollywood’s award season officially came to a close last Sunday at the highly anticipated Oscars. There was indeed a jab at Timothee Chalamet within the first minute of Conan O’Brien’s opening monologue re: opera and ballet (see last week’s edition of ER for the full scoop there). And while Timmy and the rest of the Marty Supreme cast and crew went home empty-handed, as was beginning to be expected, there were quite a few big moments for others that had social media abuzz. A few of our highlights:

  • Miles Caton and the Sinners cast re-created the iconic “I Lied to You” scene as a nominee for Best Original Song. Cameos kept coming, as Buddy Guy, Brittany Howard, Jayme Lawson, Shaboozey, (out of retirement) Misty Copeland, and others joined the cast in their performance.

  • Jesse Buckley completed her award season sweep, winning Best Actress for her performance in Hamnet. In her speech she mentioned that it was Mother’s Day in the UK, and dedicated her award to “the beautiful chaos of a mother’s heart”.

  • Golden from KPop Demon Hunters became the first ever K-pop song to win Best Original Song. Unfortunately, the historic moment became awkward when one of the winners was completely cut off from giving his speech.

  • Autumn Durald Arkapaw made history as the first woman to win Best Cinematography at the Oscars for Sinners. She was also the first woman of color to ever be nominated for the award.

  • Two other big awards for Sinners were Ryan Coogler winning Best Original Screenplay (the second Black filmmaker to ever receive this award), and Michael B Jordan winning Best Actor for his performance of twin brothers Smoke and Stack.

  • Ultimately, One Battle After Another was the big winner of the night, taking home 6 Oscars, including the coveted Best Picture spot. This was not without its discourse this week, as many filmgoers felt it should have gone to Sinners.

• And if you can even believe it, the movie cycle begins all over again! This week saw a surge in publicity stunts from The Drama cast for its April release, as well as not one but two highly anticipated blockbuster trailers dropping - Dune: Part Three and Spiderman: Brand New Day with their own slew of online conversations… no rest for the cinephiles!

Guest spotlight: David Hulme

What’s an example of something cool you saw in your industry/discipline recently?

I’m a bit of an advertising nerd, so lately I’ve been studying some of the older work featured in Dan Nelken’s A Self-Help Guide for Copywriters. These headlines made me smile.

Are there any trends or bigger strategic ideas you’re seeing this week?

Brands in the comment section. I know I know, this is a hot take for an ad professional, but there are way too many uninvited brands in the comment section of viral posts. It’s starting to feel like this meme. Be safe out there.

Who are your favorite brands or handles to follow?

For creative advertising stuff, I enjoy following @thejasonbagley (IG) or @astonishingpursuits (TT).

I’m also loving the recent-ish work from Reese’s (lava) and Dr. Pepper (Fansville).

What is something outside of your industry that you’re passionate about?

Legos! A couple years ago I cleaned up my storage unit, including all of my childhood Legos, and rediscovered my love for them. I’m currently making space for the Minas Tirith set that releases in several weeks.

What’s Happening on CL Socials:

• Founders' Day 2026! 🍀 LinkedIn/Facebook/Instagram

What’s trending:

• B-A-N-A-N-A-S: Bananas are… Everywhere? If you haven’t tried banana coffee yet, you’re late to the game. According to this philosopher, Starbucks is for the people who like real banana flavor and Dunkin’ is for those who like the banana laffy taffy. Dunkin’ is going bananas for bananas on social, with a full takeover. Banana merch, banana memes, what will be next?

• Oh, I was in the 212: And when I say “212” by Azealia Banks is up there as one of the greatest songs of all time, then what? People on TikTok are pacing and doing a jazz square to the beat of “212” in a chaotic but hilarious trend. This truly has no deeper meaning, it’s just fun and silly, and that’s what makes it iconic. And the best part? You can do it solo or with friends! So grab your girls, and get steppin’!

• “Boom Clap” will never die: This may have already reached its peak, but the trend is STILL going strong. A few weeks ago an old video surfaced of Charli xcx and Taylor Swift singing the bridge of xcx’s song “Boom Clap” at the Reputation World Tour. It caught steam because of how crazy both of them sound and has since become a meme format. People are using text-based videos to share something they said expecting it to be brushed off –– then reveal the surprisingly sweet response they got instead. The set up follows the audio where one text overlay follows xcx’s part and the response follows Swift’s part. It’s easier to watch than explain. So get exploring!

Platform updates:

• Meta updates Edits app with more creation tools (Social Media Today)

• More social media bans for teens are coming (Social Media Today)

• Meta acquired Moltbook, the AI agent social network that went viral because of fake posts (TechCrunch)

• Instagram, LinkedIn, and Threads engagement declined in 2025 (Social Media Today)

• X quietly adds option to block Grok from editing uploaded media (Social Media Today)

• TikTok rules out using end-to-end message encryption (Social Media Today)

Brands, collabs + product launches:

• Gap x Young Miko: Gap continues to stay ahead of the game and other brands need to take note. First Katseye, now Young Miko, a rising Puerto Rican artist known for her distinct Latin trap music style. Gap continues to follow the same format, partner with a rising artist with a highly engaged following, pair them with unique choreography, dress everyone up in Gap apparel and boom. You have an ad that is so visually engaging it has no choice but to do numbers on social (the ad itself already has over 1 million likes on Instagram). In the end, Gap is simply promoting its GapSweats product line but in a way that is so engaging you just can’t look away.

• Starbucks x JFK Jr. Lookalike Contest: Oh you thought lookalike contests were dead? THINK AGAIN. NYC stepped up to the plate again and hosted a JFK Jr. lookalike contest back on March 8 and did crown a winner. Leading up to the contest, the organizer posted simple flyers all around NYC and of course it also went viral on social. To take advantage of the moment, Starbucks sent out a handful of their own JFK Jr. lookalikes around NYC carrying a Starbucks coffee, of course. The brand captured videos of all the lookalikes around NYC and shared it as an opportunistic post in their feeds (video carousel).

• Jacquie Alexander x Ava Francis: Just a few days ago, an anonymous account on TikTok posted a video of two influencers (Jacquie & Ava) grabbing lunch on a patio and paired the video with a caption saying they overheard them talking about launching a new brand. The video ended up making the rounds on TikTok and stirring up conversation about this new influencer brand. Of course it was also clocked that this video was staged by Jacquie & Ava, but it’s still too clever to ignore. The comment section was filled with people saying how much they loved this marketing idea. File this under unique and fun ways to authentically promote something on TikTok.

• MAC x Rob Rausch: MAC wasted no time selecting its next partner, Rob Rausch, right after the iconic Traitors US finale. MAC launch this partnership by sharing an image of Rob taking a mirror selfie with “MAC is at Sephora” written on the mirror in red lipstick. This partnership is working to accomplish three things at once, keep the brand culturally relevant, encourage men to use MAC products, and announce that MAC is now at Sephora. And this campaign did so flawlessly, with a handful of social posts featuring Rob. One even showing Rob using concealer to conceal his well known tattoos. To make this even better, e.l.f. used this MAC campaign as an opportunistic moment and partnered with Maura Higgins (also on the latest Traitors US season) to recreate the MAC x Rob mirror selfie as a “response” to MAC. MAC even left a comment for e.l.f: “oh baby, we paid for that Birkin…”

Things we’re resharing:

• If Gen Z was on the Titanic

• Why are you so obsessed with me?

• Identity theft is not a joke, Jim

• OH! Where are we going girls

• I’m elder Gen Z and DON’T forget it!

• To be fair, brain eating bacteria would starve in my head too…

• Speak cat to me

• LET’S GOOOOO

Content in Culture:

Timmy Cha Cha (not) real smooth

• On 2/24 Timothee Chalamet was interviewed by fellow actor Matthew McConaughey for a Variety town hall. The interview may have been over an hour long, but the whole thing really boils down to a 20-second clip where Chalamet manages to insult both opera and ballet, calling them dying art forms that “no one cares about anymore” (NBC).

• Thousands of artists and fans are calling out Chalamet’s flippant comment on social channels. Some of our favorites include: LA Opera saying they would invite him to their production of Akhnaten, but it’s selling out; Seattle Opera offering a 14% discount to their production of Carmen with the promo code “TIMOTHEE” (in response to him joking that he lost 14 cents in viewership due to his comment); NYC Ballet principal dancer Megan Fairchild’s entire Reel response (and caption); and lastly, the unbelievably talented composer Eric Whitacre giving a Mr. Rogers-style lesson on the importance of humility for young artists that saw 1.6 million views.

• Why has this snippet seemed to particularly strike a chord? Not to be dramatic, but it feels almost like a final nail in the coffin of the old Chalamet – the wide-eyed, grateful young actor that was loved and supported by movie fans across genres (watch this TikTok to feel emo about that). Although we’ve seen his public persona shift slowly to a cockier, bolder version of himself as his fame has grown, the outright insulting of other art forms – both of which have been around for hundreds of years – felt like a real slap in the face. Not to mention, his mother, sister, and grandmother all trained or danced with the School of American Ballet in New York City (EW). As one anonymous Academy voter put it, “It’s so trashy. Punching down on artists who make a fraction of what he makes, yet have spent 10 to 20 years honing their craft?... That’s an entitled dude. I’m sorry. I lost a lot of respect for him” (EW).

• This all sets the stage for the Oscars this weekend… where it seems more and more likely that Timothee may have lost his shot at winning the Best Actor category for his film, Marty Supreme. See the full list of nominations here for Sunday night, and a friendly reminder to support your local art forms (all of them!) now and always!

Guest spotlight: Kyle Tsuchiya

What’s an example of something cool you saw in your industry/discipline recently?

Not to keep talking about the Super Bowl a whole month later, but I recently discovered Apple’s latest “Shot on iPhone” installment, which captured Bad Bunny’s Super Bowl halftime performance through iPhone 17 cameras positioned worldwide. Appropriately titled “The Day the World Danced,” the film reignited the joy I felt watching the show live, only now I was watching other people experience it instead of experiencing it myself.

I can’t help but marvel at the longevity of the entire “Shot on iPhone” campaign. It’s a delightfully simple idea tied to a product benefit, and they’ve blown it out in a bunch of different directions. From out-of-home billboards featuring amateur iPhone 6 photos to Olivia Rodrigo shooting a full music video on an iPhone 15, the campaign refuses to feel repetitive or overly self-promotional. It’s a masterclass in what effective marketing actually is: simple, scalable, and meaningfully linked to the brand/product.

Are there any trends or bigger strategic ideas you’re seeing this week?

A consistent thread in most of the conversations I’ve been having lately centers on the value of “real”... Objects made with intention and human craftsmanship, untethered from industrialization or artificial polish. This extends to experiences, as well. Apparently, Gen Z is returning to malls and abandoning dating apps in favor of in-person connection, and I think this goes deeper than just nostalgia. People are experiencing genuine fatigue with the superficiality of digital life.

What’s interesting is whether this marks a genuine cultural shift or a temporary correction. We’ve optimized so much of human interaction away that the friction of “real” now feels refreshing by comparison. The question isn’t necessarily whether the divide between digital and physical will grow, but whether we’ll develop a more intentional balance between the two rather than letting one consume the other entirely.

Who are your favorite brands or handles to follow?

@scarypockets comes to mind right away. It’s a music project with a rotating roster of world-class musicians, co-founded by Jack Conte (Patreon’s CEO). The premise is they lock themselves in a studio for one day, reimagine a widely known song with maximum funk, and record it for publishing in minimal time. Conte frames it perfectly: they “make the most amount of music in the least amount of time and have the most amount of fun.”

What makes this worth your attention isn’t just the musicianship, though that’s undeniable. It’s a masterclass in how constraints can sometimes foster creativity. By removing the luxury of endless time and overthinking, Scary Pockets forces collaboration and instinct to take the wheel. Every output feels alive in a way that many overproduced tracks don’t. It’s a reminder that creativity often thrives under (healthy) pressure, not in spite of it.

This cover of Stayin’ Alive by the Beegees is a fav of mine.

What is something outside of your industry that you’re passionate about?

I feel like everyone that works with me (and/or exists within a 50 foot radius of the finger tapping that occurs on my desk) knows that I’m a drummer! This second career of mine is headlined by two drumline world championships and appearances in Justin Timberlake’s Super Bowl 52 Halftime Show and Snoop Dogg’s Christmas Day halftime show last year. If you live in Minnesota, you might see me on Sundays in the fall at U.S. Bank Stadium on the Minnesota Vikings Skol Line or out at a bar/venue in the Twin Cities area playing in one of the ~5 bands I’m in. And I’d be remiss to not use this once-in-a-lifetime platform to plug my social channels (@kyletsuchiya everywhere), on which I’ve amassed a slightly above average following thanks to my thirst traps silly drumming videos.

What’s Happening on CL Socials:

• Welcome our newest CCO, Brynna Aylwald!

• The Show! (LI/TikTok/IG)

2025 SOCIAL FIELD NOTES:

Hey Brand: your tired tricks aren’t working anymore! Social users are catching on to the macro “trends” that brands are participating in to attempt to play the engagement game on social and the fatigue is real. For example, we’re seeing an increasing amount of disdain for outbound community management (we’ve all seen the posts where brands hoard the comment section’s real estate) and many users are turning their backs on formerly heralded brand social darlings (I’m looking at you Duolingo and Wendy’s) for the practice. What does this mean? At the very least, perhaps we don’t need to see Old El Paso bully Joe Jonas over his parking abilities.

Fan Editors: If you can’t beat ‘em, join’ em: In a hypothetical world where I get the power to choose a “Video of the Year” award, I’m gonna be giving some heavy consideration to the Creed edit (note: the original video has since been muted) that swept social this year. Fan edits have been a tried-and-true part of social media for decades and yes, we should feel humbled by the fact that a 13 year-old is outpacing us when it comes to mastering CapCut. This year, in an unprecedented move, Lionsgate decided to join forces with their IP-stealing enemies and shift their TikTok strategy to be focused on the content that has proven time and time again to work. More Michael B. Jordan on main, please!

67 is a net positive for society: In a world where skincare brands are marketing to those with nary a wrinkle, 67 is here to remind us that kids are still capable of being kids. Dare I say, our country hasn’t been this united since Pokemon Go? I also think there’s been a noticeable lack of brands participating in the joke—and I ask that it remains as such. Allowing this joke to be something that is funniest when discovered in the wild should give us some odd hope for the future. Brands: we thank you for not trying to force your way into a trend that was simply not meant for you!

Lessons from the Conclave (the moment on social for the year): The hill I am willing to die on is that the most creative we’ve ever been as a society on social was when the Conclave was actively happening. How do you get the whole world invested in the Catholic Church? Memes, perfectly executed reaction pics, and edits. It was true social nirvana. What did it teach us? Massive cultural moments are where we should be looking for inspiration on how to make reactive content and going all in on one thing at a time can work if you do it right (shoutout Pope Crave for keeping the literal flame alive).

The people yearn for collective effervescence: After years of being always-on, overly curated, and algorithm-fed, social users are craving something far more human—real connection and shared experiences. This year in particular, there has been a growing acknowledgment of the loneliness epidemic. As AI slop and divisive political happenings continue to fill feeds, people are reaching a breaking point and rejecting the status quo in favor of a more analog life. We’ve seen a notable rise in people switching to flip phones, bringing back wired headphones with a physical MP3 player (shout out to my old blue iPod Nano, miss her every day), Louise Carmen notebooks, written pen pals, and more. There is this sort of yearning for the days when humans had community, when you would have a lovely interaction with a stranger that wasn’t filmed for content. But don’t fret, social isn’t disappearing; it’s simply becoming a gateway, not the destination. Brands that win in 2026 will be the ones facilitating connection rather than content overload. Belonging is becoming the new currency.

Macro influencers are OUT, micro creators are IN: Like clockwork, the pendulum swings once again. Pre-social media, celebrities were THE go-to for brand partnerships/collabs, and with the advent of early social the pendulum swung in favor of influencers (think: OG YouTubers and MySpace warriors), only for it to swing once again, more recently, toward creators. It’s no secret that social users are rejecting influencers en masse given they no longer feel authentic (think: Poppi vending machine scandal, Tarte trips, etc.) which has propelled the shift toward creators. Creators feel less compromised by brands, and have a strong point of view, as their content is typically within a distinct niche, unapologetically authentic and refreshingly unfiltered. Just look at InStyle: they continue to create more iterations of their popular social series “The Intern,” in which the brand works with niche creators who you would never think would get a brand partnership. Additionally, the featuring of company founders in content, rather than influencers, is seeing much success on social with examples like Marcus Theaters, Cocokind, Red Lobster, and more. Humanizing your brand is the takeaway here. Don’t be afraid to get messy and ditch the ultra-curated brand persona. Let people feel that there is really a human behind everything a brand does on social.