TAPPED IN

Vaseline’s social listening strategy is built to take action

Byron Stewart — Sun, 30 Aug 2026 20:55:15 GMT

What’s up, everyone! In today’s newsletter, we’re jumping into the following:

Vaseline changed its brand name to Baseline after a Korean skincare creator’s viral pronunciation of its name. The pronunciation went viral, but social listening is the real winner here, and no one is talking about it. This wasn’t luck. It’s part of a much bigger approach Unilever is building around listening to culture and acting on what consumers are already talking about. I break down how social listening can give your brand quick wins.
A comedian creator racking up Millions of views with yapping content
Gap’s latest internal move signals its continued push into ‘Fashiontainment.’
GTA VI took over the internet this week with a Netflix preview, creator content, and much more
Meta deemed unsafe for teens and is asking TIKTOK and YouTube to join them in implementing updated safety procedures to limit screentime

+ More

Let’s get!

FAVORITE CONTENT OF THE WEEK

Dakota Fanning rapping a verse from Lil Wayne’s No Ceilings mixtape is the unexpected internet gold everyone deserves to see when scrolling. 7 million views and counting. Shoutout to the Trackstar Show.

BRANDS, COLLABORATIONS & CULTURE

People are going to take off work for the release of Grand Theft Auto IV. Seriously. It’s been 13 years since the last GTA video game release, so the anticipation for the 6th edition is arguably the highest demand for a video game we’ve ever seen. There was an extended look at the gameplay airing exclusively on Netflix. I stumbled upon an account dedicated to the game's leaks. I’ve never seen media publications give a video game a cover story. I’ll keep repeating this like a glitch: the release of GTA 6 is a cultural moment. Everyone will be talking about it.
After settling a historic $17 billion settlement over claims that Instagram and Facebook are bad for teens, Meta is asking its rivals to think of the kids, too. Interesting move—there are legit ads from Meta asking TikTok and YouTube to “join them.” Nevertheless, this decision impacts the social media landscape. Maybe teens will find workarounds at some point, but as it stands, their time on Meta will reduce dramatically. Will that result in lower screen time and more time spent in real life with friends and family? Only time will tell.
The tennis creator economy is booming. Brands are spending $50,000 to $150,000 on brand suites at the US Open, inviting creators to attend. For creators, association with tennis events signals taste and access, and gives them the opportunity to create lifestyle content spanning fashion, food, celebrity sightings, and travel.

Nike will pay your rent if you win a street race

Byron Stewart — Tue, 25 Aug 2026 14:58:42 GMT

^{Welcome to TAPPED IN, a weekly newsletter connecting the dots between culture, brands, and content. I’ve been a strategist for well over a decade, building and executing social media & influencer strategies for the major brands in retail and lifestyle. I love culture — it’s the backbone of what I do. And my goal with this newsletter is to help other marketers and creatives extract true signals and insights that they can use to elevate their work. You’ll get a dose of social content I’m seeing to spark ideas, brand moves that you need to pay attention to, creator economy insight, and cultural trends that keep you ahead of the game. At the end of the day, I’m all about}^{creating cool sh*t for cool brands.}^{If you vibe with that, show some love.}

FAVORITE CONTENT OF THE WEEK

McDonald’s Japan dropped an anime series for its Summer Campaign. The visuals are gorgeous. There are no subtitles, but I’m locked in. Not sure how I landed on this content via my algorithm, but I’m appreciative.

It’s time to rethink your next Brand Giveaway

There’s nothing like a good old social sweepstakes. Traditionally, it’s safe. The like a post, comment, tag friends template is an OG in social, and as a seasoned Social Media pro, I’ve seen it work thousands of times. In some capacity, it’s still effective for growth and engagement.

And while that can get the job done, I’’d be lying if I told you to keep doing this. We’re not in this business of doing old things because it’s “safe.” Consumers are evolving constantly, so brand social must keep up by pushing new ideas and content formats to the forefront. There’s no better example of this right now than the type of Social Contests I’m seeing lately. Some brands are taking a new approach to giveaways, tapping into their audiences by bringing them into the experience, naturally turning them into extensions of the brand.

From entering to become the next campaign star to creating movie TikTok edits, social competitions are taking on a new form, and I’m here for it. They’re original in nature, and that’s the approach I suggest taking to make your contests stand out. You want people to get excited. Get them talking. A super familiar like, comment, tag format no longer does that.

In today’s letter, we’re getting into the brand contests that have caught my eye recently and should encourage you to rethink the giveaway approach for your own brand/clients.

The Winner of Nike’s Street Race gets their Rent Paid

On August 29th, Nike is holding a street race — winners get their rent paid. I love this idea and also understand the torn reaction from people. The creative in me appreciates Nike pushing the stakes a bit, and the connection to racing the homies on the block is a real human truth where I come from, but racing for money does give Hunger Games vibes as some of the comments suggest. Either way, it’s getting the people talking. I’m sure there will be great content coming out of the event next week.

The best street content gives people something to do

Byron Stewart — Tue, 18 Aug 2026 14:18:40 GMT

What’s good, everyone!

I have a deep appreciation for man on the street content. It’s carried social for awhile, from mini mic interviews to challenges, etc. Now everyone is doing it, and it’s much harder to breakthrough with just a mic. Today, I’m sharing creators that’s reinventing the format with specific call to actions built for shares. It’s great inspiration for how you can evolve your brand’s approach to interview/man on the street content.

Let’s get it!

FAVORITE CONTENT OF THE WEEK

The Atlanta Hawks won the schedule release content wars, bringing in the bird-calling kid to announce their 2026-2027 schedule. For those not familiar with Samuel Henderson, the “bird-calling extraordinaire,” he has a natural gift for impersonating the sounds of various bird species. It’s freakin impressive. Collaborating with him was a genius move by the Hawks: first, their team’s mascot is a bird; second, __ has gone viral recently for his talents, so the Hawks were the first mover in partnering with the kid. Right now, the video is up to 6.2 million views.

BRANDS, COLLABORATION, & CULTURE

Did the company behind the viral thekumarmethod reveal itself? Hmm, not quite sure. Kumar, the accountant who inspired a trend based solely on his editing style, finally returned with what appears to be an ad for Ramp, a fintech company. The comment section is divided: some users say Kumar sold his page, others think Ramp is behind the account, and still others believe it’s just a one-off ad. Only time will tell, but I wouldn’t be surprised if there’s a company or agency behind all of this.
Follower count doesn’t equal cultural relevance. For the last couple of years, Social Media professionals have been telling anyone that would listen that followers don’t mean as much as they used to. I remember telling Execs that follower count was considered a vanity metric, and they looked at me like I had two heads. The game has changed — brands are realizing that creators with real engagement and loyal audiences are much more effective collaborators. Nano and Micro creators are the hottest things out right now.
NBA release schedule content didn’t miss this year, except for the Raptors’ DATING podcast-inspired video. The Portland Trail Blazers dropped heat with a Damian Lillard 3-pointer ASMR, the Chicago Bulls made a GTA-esque video game, and the 76ers turned in-game imagery into actual paintings. Taking a page out of the NFL’s playbook, the NBA has made schedule release day a big moment, with all 32 teams shooting their shot to have the most creative post.

Relax, influencers aren't going anywhere

Byron Stewart — Sun, 09 Aug 2026 17:35:43 GMT

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What's good, people! So much conversation around influencers lately. I promised myself I'd stay out of it, but the tide is changing, and there's a simple framework to view creator collabs going forward. Also, creators are gaining hundreds of thousands of followers with what I'm calling the "journey blueprint." I've got a few accounts you need to add to your swipe file immediately. One of them started this week and is already at 40,000 followers on Instagram.

Let’s get it!

FAVORITE CONTENT OF THE WEEK

Netflix put an actual living space inside a billboard to promote its new series “The Last House.” It went viral. As much as I loved the OOH execution, I also enjoyed Netflix’s social content around it. The first piece is a POV from the street view of the billboard, and the second piece (pictured above) shows Netflix leaning into the documentary trend sparked by the streaming network’s IP, now showing the perspective of the man living inside the billboard. 10/10 and a great example of how IRL stunts & social-first content work together to make magic.

BRANDS, COLLABORATIONS, AND CULTURE

Kai Cenat links up with the “world’s most dangerous gym.” I talked about Diamond’s gym’s great content strategy; they’ve put a small gym in Maplewood, NJ, on the map with riveting video content that showcases intense workouts and the endearing relationship between Unc & Haddy. Streamers began visiting the viral gym consistently, which in turn propelled Haddy and Unc into creator stardom.

HBO MAX joins the short-form content party. They’ve recently introduced ‘Shorts’, a vertical, scrollable mobile video feed. Following TikTok’s playbook, it’s designed to improve content discovery by letting users swipe through bite-sized clips, trailers, and pivotal scenes from the platform's catalog to jump straight into full episodes or save titles for later. Smart move considering there are so many aggregator accounts that exist that clip moments from these shows and build massive followings. HBO is now providing that experience in-app.
Is gambling America’s new obsession? Reports find that Americans are spending more on sports betting than movies, arts, museums, and music combined. I wouldn’t glance over this shift in consumer behavior. Sports gambling is taking over; I’ve personally seen an increase of gambling-inspired content across my feed. Don’t even get me started on Kalshi’s massive content push.
Pokemon & LEGO dropped a mini campaign film on YouTube starring Terry Crews and Stranger Things, with Legos going head-to-head in a Pokemon battle. Sometimes the best ideas involve building on a formula that already works. Pokemon battles are super familiar to fans, so creating an action film that replaces actual Pokemon with Legos gives the creative a unique twist. You don’t have to reinvent the wheel every single time — just evolve it..
Netflix will host the Grand Theft Auto VI extended trailer on August 27th. Don’t think I’ve ever seen a video game trailer released on a streaming platform like this - it’s truly unprecedented. As I’ve mentioned since GTA VI was first announced, this will be one of (if not the) biggest video game releases of all time. GTA has transcended video games to become a cultural staple.

Create the Journey to keep them coming back

One of the oldest rules in content still holds up: give people a reason to come back. Lately I’ve run into creators doing exactly that with the “Day 1 of ___” blueprint or announcing a project or an experience up front with a call to action to follow along. It builds engaged communities and drives strong follower growth. I look at Streamer HMBLZAYY, who completed his walk from Philadelphia to California after 124 days. He walked 3,000 miles and nearly raised $200,000.

You can go to School to become a Content Creator

Byron Stewart — Sun, 26 Jul 2026 17:07:15 GMT

^{What’s good! Welcome to TAPPED IN, a weekly newsletter connecting the dots between culture, brands, and content. I’ve been a strategist for well over a decade, building and executing social media & influencer strategies for the major brands in retail and lifestyle. I love culture — it’s the backbone of what I do. And my goal with this newsletter is to help other marketers and creatives extract true signals and insights that they can use to elevate their work. You’ll get a dose of social content I’m seeing to spark ideas, brand moves that you need to pay attention to, creator economy insight, and cultural trends that keep you ahead of the game. At the end of the day, I’m all about}^{creating cool sh*t for cool brands.}^{If you vibe with that, show some love.}

Subscribe now

FAVORITE CONTENT OF THE WEEK

12 million views and counting... It seems a lovely Golden Retriever and Meta glasses are the perfect formula for going viral. I'm joking, but your success rate increases when you include elements that resonate... ahem, like cute dogs and Meta glasses content.

BRANDS, COLLABORATIONS, & CULTURE

Yo, where was this major when I was in school? ASU officially launched a Content Creation major to teach students how to become professional influencers and content creators. The program offers internships, brand partnerships, and hands-on training for careers in digital media, marketing, and podcasting. Given the creator economy is a billion-dollar industry and continues to grow and evolve, schools offering courses about it should be expected. The future is here.
This creator gained hundreds of thousands of followers in just a few days because of his signature cologne technique. “UNC”, the term that has widely taken on an evolved meaning into Gen Z’s and Gen Alpha’s vocabulary, is being used to describe “Marq Hansum Malcom”, a fashion creator - who’s gone viral for grabbing his cologne out of the air to put it on. It’s hilarious.
LeBron James officially joins the Philadelphia 76ers, sending the sports world into a frenzy. My entire feed is about LeBron’s decision to head to Philly, with creators and brands jumping on the news with celebratory and funny content. It felt like everyone was posting about it — from Diehard fans to history museums. Witnessing huge moments in culture ignite a wave of content from creators won’t ever get old to me. It’s exactly what the internet is made for.

Virgin Voyage’s viral Creator Cruise returns this year with a focus on foodies. They’re looking for food, drink, and travel creators, with sailing set for August 27- September 27. If you remember the first cruise, social feeds were flooded for weeks with content from the experience. This is one of the smarter creator activations - I’ll be paying attention to the second iteration. Interestingly, Virgin Voyages wiped its Instagram grid and returned to announce that the brand is in a new chapter.

Aritzia & Juilliard team up for Back to School Season, launching an initiative to support the next generation of artists and their mission to cultivate excellence and drive impact through service in the arts. An unexpected collaboration, but in a good way. Aritzia can’t seem to miss lately; their surge in revenue proves they’re making the right moves.

Start Training Your Algorithm

Byron Stewart — Sun, 19 Jul 2026 13:51:02 GMT

What’s up, everyone! World Cup Final weekend!

Coming up with content ideas isn’t easy. Coming up with them under pressure is even harder, and today I’m sharing how I’ve been training my algorithm to come up with ideas. Literally, I’ve built it brick by brick to feed me the content that helps me out with my 9-to-5. And I’m diving into everything else that caught my eye this week:

Taco Bell’s post that might be the smartest brand move this week
Swatch is making watch fans fill out an application for a chance to buy an exclusive collaboration
The NBA and WNBA announce a social-first partnership with TikTok
A few post formats to try this week

Let’s get it!

FAVORITE CONTENT OF THE WEEK

Ahead of the World Cup Final, Adidas recreated Martin Scorsese's “absolute cinema meme with players from Argentina and Spain. I appreciate when brands dig into the archives of internet culture.

BRANDS, COLLABORATIONS, & CULTURE

Taco Bell's first post since being centered in a health and safety controversy ( a Cyclospora outbreak tied to Taylor Farms lettuce ) won over its audience with a simple note. It worked extremely well. I think the approach felt real, like they wrote it in the Notes app. They took accountability, shared their next action, and showed consideration for their audience. The comment section is overwhelmingly positive, with people appreciating the approach. Sounding human wins every time.
The NBA & WNBA partner with TikTok to bring exclusive content to its platform, including posts from marquee league events such as All-Star games and in-season tournaments. It also combines creator access to events and highlights with live-game discovery through TikTok GamePlan, and advertiser opportunities with TikTok Pulse Premiere. As I mentioned before, Sports is one of the last remaining cultural institutions that bring all communities and interests together, from music, fashion, gaming, etc. I dive into this on an episode of GOOD THINKING.
Following their super-hyped collaboration with Audemars Piguet, Swatch is back with another hype campaign promoting its MoonSwatch 1969 — created to mark the anniversary of the first moon landing in 1969. The limited-edition chronograph features a dial, hands, crown, and pushers crafted from OMEGA’s 18k Moonshine™ Gold, with only 1,969 watches available for purchase. What really stood out to me was the release mechanism for customers to land a watch. Swatch dropped an application via ESTA for customers to apply for the chance to purchase. This is smart and adds to the lore of the collaboration.
Suno just got caught red-handed. Leaked internal files reportedly confirm the AI music generator scraped over 2 million clips from YouTube Music alone, plus tracks from Deezer and Genius, to train its models — undercutting its fair-use defense in the ongoing RIAA lawsuit.
Retail media isn’t just about ad slots anymore — it’s becoming a content studio. Albertsons just dropped a 22-episode branded series with P&G called “Rico’s Tacos,” and Instacart launched its own in-house creative arm, signaling retail media networks are moving from targeting data into full content production.
Hollywood doesn’t just want creators anymore — it’s buying them outright. Between two YouTube-born horror films nearing half a billion dollars combined at the box office and PE firms raising money to acquire meme IP like Skibidi Toilet, creators are muscling into studio territory, though insiders warn there’s a real ceiling on how many can make the leap.

THE SWIPE FILE

A peek at what went into my saves folder I keep thinking about:

The *item* _ _ _ > *the activity* format is an easy way to associate your product with culture & lifestyle. Nice work, Starbucks.

World Cup Roasts & SubwayTakes' Emmy Nod

Byron Stewart — Sun, 12 Jul 2026 21:30:03 GMT

What's good, everyone! It's a Jay-Z weekend at Yankee Stadium. I'm fresh off the Blueprint show, and it was nothing short of incredible — Hov performed like the album just dropped, with Eminem and Pharrell pulling up for guest features. A legendary night in hip hop, and I'm glad I got to witness it. Of course, I copped merch too, capping off what might be the best anniversary rollout I've seen for a show like this. More on that soon.

Meta released an interesting AI feature that sparked immediate backlash; Levi’s pulled off one of the best reactive campaign I’ve seen; Subway Takes reached a creator economy milestone; Doordash’s World Cup campaign teaches you how to plan content ahead; Streamer University deserves its internet followers, and of course more content and brand moves that caught my eye.

Let’s get it!

FAVORITE CONTENT OF THE WEEK

The Netflix social team snapped on this one! My feed's been dominated by the documentary trend... people sitting in the "interview chair," ready to tell all about some random topic while dramatic documentary music plays in the background. It's hilarious. Netflix capitalized on the moment perfectly, stepping into a trend their community is already obsessed with and giving it a simple dose of acknowledgment and appreciation. Simple, native, and right on time — it's the kind of post social media pros would take on any given day.

FAVORITE CONTENT OF THE WEEK

Streamer University deserves its internet flowers. The communal energy I’m seeing across platforms around the event is fascinating. Kai Cenat has literally transformed ‘Streamer University’ into a cultural spectacle that emulates the NBA and NFL Drafts. This past week, Kai Cenat revealed the students and professors selected for this year's Streamer University. Creators made videos expressing their anticipation for the announcements. I’m talking pure cinema — it’s some of the best content I’ve seen this week. I’ll be staying close to the start of the “classes,” and I’m also curious to see if any brands jump in the mix.

BRANDS, COLLABORATIONS, & CULTURE

SubwayTakes’ Emmy nomination is a milestone for the creator economy. Kareem Rahma’s SubwayTakes just landed a 2026 Primetime Emmy nomination for Outstanding Short Form Comedy, Drama or Variety Series. It’s Rahma’s first nomination and one of only two creator shows nominated this year. This is a huge win for creators. It shows that social-first content is the new TV and that creating an engaging format with a real point of view can stand out. Kareem Rahma called it one of the first homegrown independent series to reach this level. I love where the industry is going. The recognition is finally moving toward the people who actually make the internet worth watching.
'Overheard at Wimbledon' is back, and it's still one of my favorite series out there. The video below clocked 7 million views on Reels. The content immerses you in the world of Wimbledon from a spectator’s perspective. It’s candid, genuinely funny, and most importantly.. it’s real. When a format is already working, the smartest move is to leave it alone and run it back. Serialize content when the opportunity presents itself; your audience will appreciate it.

40 IDEAS FOR YOUR NEXT SOCIAL POST

Byron Stewart — Mon, 06 Jul 2026 02:36:28 GMT

Yoooo. I can’t believe we’re already through the first half of 2026, and this long weekend gave me the chance to look at the content from brands and creators that caught my eye since January.

So today I’m handing over 40 social post ideas, pulled directly from the highest-performing content I logged in 2026 so far.

This one’s for paid subscribers. Whether you’re building a campaign, filling gaps in the content calendar, or need real concept references to hand a creator, this list is built to be used immediately.

Let’s get it!

WATCH HERE

Jay Z's Legacy Campaign & the future of Longform Content

Byron Stewart — Mon, 29 Jun 2026 02:51:04 GMT

What's good people! The energy in New York is UP thanks to the World Cup and a citywide takeover by Jay-Z. Lately, my saved folder is filled with content from small businesses — the videos are too good not to break down, so I'll get into what they're doing and the lessons later on. But first: Hov's strong Reasonable Doubt 30th Anniversary campaign, the foreign fans who've quietly taken over my feed this World Cup, more control over your Instagram algorithm, and much more. Let's get it.

Let’s get it.

FAVORITE CONTENT OF THE WEEK

My favorite genre on social right now: foreign visitors trying American food and activities for the first time, courtesy of the World Cup. Waffle House (a true American gem), tailgates, Chili's, the whole spread. Yes, the tournament has dumped ridiculous traffic and commotion on the U.S., and on New York especially, but the heartwarming content from visitors discovering our delicacies is thriving. The biggest stage in football has quietly opened a digital rabbit hole of people falling in love with the stuff we take for granted…like ranch.

BRANDS, COLLABORATIONS & CULTURE

Jay-Z Turned New York Into a Living Reasonable Doubt Museum. Thirty years to the day after Reasonable Doubt dropped on June 25, 1996, Roc Nation kicked off a ten-day takeover called JAŸ-Z 30. The centerpiece is the decommissioned Bowery subway station, transformed into an immersive archive of Jay’s early career, featuring memorabilia, screenings, and a listening experience centered on the album.
There’s also a Brooklyn pop-up offering limited-edition merch like a $400 Mitchell & Ness x Yankees jersey. Friends and family were gifted Reasonable Doubt x Air Force 1s, and there’s also an eight-part HBO Max docuseries, JAŸ-Z In 8, with Rick Rubin this fall. Roc Nation is going hard with this campaign, all building to back-to-back Yankee Stadium shows on July 10 and 11. This a beautiful campaign told across space, product, archive, and broadcast, each piece earning the next.
Instagram is giving users more control over the algorithm. The platform is testing ways to surface "Your Algorithm" — pull-down menus, swipe-up prompts, and "more like this" buttons on Reels so people can tune topics up or down. Discovery on Instagram is truly going opt-in.
NYC Sanitation is taking advantage of the trash can controversy. If you need an example of how to take advantage of your brand entering the cultural conversation, look at DSNY’s Instagram. The Department of Sanitation put out blue-and-orange limited-edition trash cans to mark the Knicks’ first NBA title in over 50 years, and the bins instantly became collector’s items. During the championship parade, Angie Baez, an executive at JPMorgan Chase, was filmed dumping one out and walking off with it. She lost her job, which kicked off a real debate about whether the consequences fit the crime. DSNY, for its part, leaned all the way in, milking the saga across its feeds with sarcastic posts that poke at the incident. While I think it’s a bit harsh, I can’t fault the brand for capitalizing on the moment with witty content.
Balenciaga Becomes the First Fashion House on Substack’s Sponsorship Program. Substack rolled out a native sponsorship program pairing brands like Uber, T-Mobile, and Balenciaga directly with newsletter writers, and Balenciaga is the only fashion house in the first cohort. The deal lets the brand place ads inside newsletters, run affiliate links, and co-host events with creators, and it already staged a panel in Cannes with writers like Plum Sykes.

Can Brands Actually Move at the Speed of Culture?

Byron Stewart — Sun, 21 Jun 2026 13:02:55 GMT

Yoooo, what’s good people! Back from vacation and feeling energized. Appreciate the support as always — now back to our scheduled programming.

This week, we’re getting into the Knicks parade, Verizon bringing back Austin Powers, Kai Cenat opening applications for Streamer University 2026, and a content format that keeps stopping my scroll. I’m also diving into what it actually takes for brands to move at the speed of culture, using recent efforts from Levi’s and Convene.

The creativity got the attention for both brands, but the operating system behind it is the real sauce.

Let’s get it.

FAVORITE CONTENT OF THE WEEK

Sesame Street dropped a video of Elmo showing support for Team USA in this year’s World Cup. On the surface, it’s warm and charming. But there’s a real cultural context underneath it. During the NBA Finals, Elmo posted a neutral stance on the Knicks vs. Spurs matchup — a tweet that pulled 28 million views and immediately made Knicks fans feel some type of way. Elmo is kind of from New York City, so the neutrality didn’t sit right with fans. Since the finals, they’ve carried a light-hearted resentment of Elmo into the championship parade — some even showed up dressed as him.

So when the World Cup conversation started, Sesame Street paid attention. They finally picked a side, and fans responded immediately. The comment section is gold.

BRANDS, COLLABORATIONS, & CULTURE

The Knicks Parade was the biggest event the city has ever seen. Over 2 million people flooded the streets for the Knicks ticker-tape parade — I was one of them. Waking up early to claim a spot, crammed next to strangers for hours, sweating through my shirt — worth every second of it. First championship in 53 years. The parade reminded me what community and culture actually look like when people gather around something they genuinely love.

The brand action was on point, too. A fan climbed up for a better view, knocked the “n” off Convene‘s building sign, and the video went viral. Convene’s response was immediate — they updated their Instagram logo to show the letter mid-fall. The internet loved it.

@Convene changing their profile pic. Understood the assignment. Really thought she was gonna get in trouble for that, lol. NY love 🧡💙 ","username":"Juana4ev","name":"7","profile_image_url":"https://pbs.substack.com/profile_images/1983367622440738816/S8HyBY8r_normal.jpg","date":"2026-06-18T17:42:37.000Z","photos":[{"img_url":"https://substackcdn.com/image/fetch/$s_!tQbZ!,w_1028,c_limit,f_auto,q_auto:best,fl_progressive:steep/l_play_button_usfui2,w_88,e_colorize:0/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F__ss-rehost__tw-video-preview-13_2067664239972458496.jpg","link_url":"https://t.co/5Ycr5z2yF6"},{"img_url":"https://pbs.substack.com/media/HLHRq9qW0AAWDaM.jpg","link_url":"https://t.co/5Ycr5z2yF6"},{"img_url":"https://pbs.substack.com/media/HLHRq9tWMAQ4YgC.jpg","link_url":"https://t.co/5Ycr5z2yF6"}],"quoted_tweet":{},"reply_count":46,"retweet_count":1486,"like_count":25777,"impression_count":1329789,"expanded_url":null,"video_url":"https://video.twimg.com/amplify_video/2067664239972458496/vid/avc1/720x1280/0rXGob0TZRRMGj_2.mp4","video_preview_media_key":null,"belowTheFold":true}" data-component-name="Twitter2ToDOM">

Touchland slipped its hand sanitizer into Jordyn Woods’ lucky bag, and NYC Sanitation partnered with Only NY on special-edition Knicks garbage cans so good that fans were stealing them off the street. Chipotle even renamed its restaurant at 2 Broadway into “Josh and Mikal’s Chipotle.” The takeover pays tribute to Chipotle superfans Josh Hart and Mikal Bridges, featuring temporary exterior signage with their names and inside, a menu item spotlighting the athletes’ signature orders. There were so many smart moves from brands.

Verizon brought back Dr.Evil of Austin Powers- nostalgiamaxxing at its finest. To promote its Simplicity plan, Verizon tapped the Austin Powers Cast - Mike Myers, Seth Green, Rob Lowe, and Mindy Sterling for a hilarious brand spot. The premise is smart — Dr. Evil launches "Menace Mobile," a carrier built on deliberately confusing pricing plans, only to have his own crew defect to Verizon. The dialogue feels like an actual script from previous Austin Power films, and that’s not by accident as the commercial was filmed by Jay Roach, the man who helmed the original trilogy. Brands are deep in a Nostalgiamaxxing era right now, leaning hard into IP and cultural references that hit Millennials hard in a good way
Levi’s Turned a FIFA Cover-Up Into the Best Brand Moment of the World Cup
FIFA requires host stadiums to cover non-sponsor branding during the World Cup — so Levi’s Stadium in Santa Clara became “San Francisco Bay Area Stadium,” and as a result, the brand logo was covered with a white tarp. Levi’s leaned all the way in, swapping their Instagram profile picture to the covered logo and posting a Reel captioned “Welcoming the world to the beautiful [redacted] stadium!” set to the “Nobody’s Gonna Know” audio. That’s the thing about a truly iconic logo — you can cover the name and people still know exactly whose house they’re standing in. FIFA spent millions protecting its official sponsors. Levi’s spent nothing and ended up in more World Cup conversations than half the brands that wrote the big check. More on this later — there's a bigger conversation here about moving at the speed of culture.

SOCIAL TV 2.0 IS HERE

Byron Stewart — Sun, 07 Jun 2026 21:14:01 GMT

What's up, everyone! If you're anywhere near New York right now, you already feel it. The Knicks are in the Finals for the first time since 1999, up 2-0 on the Spurs, chasing a first title since 1973, and the whole city is running on a different frequency. We’re witness a true cultural moment powered through sports. I’ll get into that later.

This week, World Cup brand wars heat up — Nike finally dropped its spot, and it's fire. The Knicks run has become a cultural moment inspiring brands to jump in, and A24's Backrooms social content is pretty darn good. And after this week's news from Meta and TikTok, social TV is entering a new era as the platforms are building infrastructures for it now.

FAVORITE CONTENT OF THE WEEK

Gentle Monster’s latest animations for its all-new Veggie Collection are so good. They’re one of my favorite brands to follow for artistic inspiration. It’s beautiful content that’s equally engaging. The carousel here is great too.

BRANDS, COLLABORATIONS, AND CULTURE

Nike released "Rip the Script," - it’s a star-studded World Cup brand spot.

It’s a six-minute short film created with Wieden+Kennedy that opens at a Hollywood studio, where a director complains about Mbappé's "theatrics." The players rebel, racing off with the ball through different environments. So many cameos from Nike’s star-studded roster. The cast includes Cristiano Ronaldo, Kim Kardashian as a soccer mom, Travis Scott, Channing Tatum, LeBron James, and Jason Sudeikis in full Ted Lasso character, Young Miko and more global stars. Nike essentially created its “Football Universe” through this hero piece. I’ve mentioned this before, but I’m excited about the current Nike and Adidas World Cup marketing efforts. It’s a treat for consumers.

The Knicks NBA Finals Run is a cultural moment, and brands want in

With the Knicks in the Finals dominating culture right now, brands are entering the conversation to engage with sports fans. Frida Baby took an emotional storytelling approach. Their content celebrating Knicks Moms leaned into the family layer of the team’s magical run. They highlighted Ali Brunson and Shannon Hart (Jalen Brunson & Josh Hart’s wives), celebrating moms who are the Real MVPs. Super smart. Frida baby found the emotional center of the Knicks run - spotlighting the Moms who contribute to players' success. Brand storytelling at its finest.

More brands are joining the Knicks’ cultural conversation:

Beauty brand Nyx Cosmetics leaned into the idea that its name can be pronounced as “Knicks.” They made content hanging their product at the customized Knicks Train Station near Madison Square Garden.
Delta treated a select group of New Yorkers to a chartered flight to San Antonio and back, complete with gift bags, merch, game tickets, and champagne to celebrate the win. Even Knicks legends like Walt Clyde Frazier met with fans. Incredible.

Instagram Plus is now live globally at $3.99/month.

The subscription unlocks story rewatch data, extended story durations, multiple custom audience lists beyond Close Friends, and the ability to post without hitting your followers' feeds — plus profile customization perks like custom app icons and bio fonts. Not a must-have, but for active IG users it's a worthwhile look. Meta has already committed to adding more features as the tier grows, so the value proposition only gets stronger from here.

The 9-Year-Old Artist with the Best Social Rollout in Music

Byron Stewart — Sun, 31 May 2026 16:21:38 GMT

What’s good, people! The energy in New York is crazy right now! The Knicks are in the Finals for the first time since ‘99, and my timeline has been flooded with fan content like this. Sports culture is at an all-time high right now, and it’s showing up everywhere.

This week I also want to put you on to one of the more impressive music rollouts I’ve seen in a while. Oh…and the artist is only nine years old. His team clearly understands social. The rollout has been on point, and I pulled the key takeaways from the strategy and content that inspired me creatively. Beyond that: Balenciaga quietly launched a separate Instagram account for BTS, brands jump into racing (E.L.F, Gucci, etc), and there’s plenty of other brand moves and standout content that caught my eye this week.

Let’s get it

FAVORITE CONTENT OF THE WEEK

Nike Basketball dropped a quick spot celebrating Victor Wembanyama taking the San Antonio Spurs to the NBA Finals. The video is fire, leaning all the way into his nickname "The Alien" with an ethereal, otherworldly feel. Nike’s timing is always on point. They plan content in advance around sports milestones, then hold it until the result confirms the moment is real. It works beautifully.

BRANDS, COLLABORATIONS, & CULTURE

MAC tapped Love Island USA star Olandria and celebrity MUA Painted by Esther for the third issue of its relaunched MACzine, spotlighting MAC's blush collection and positioning Painted by Esther as the brand's "blush blueprint." This rollout is so good. Some of my favorite assets shared: teaser, the Maczine carousel, Painted by Esther BTS.

Unilever Deploys 35 Brands for the World Cup and Builds a Creator Hub in key cities. Unilever announced its largest-ever sports activation as the official personal care sponsor of the FIFA World Cup 2026, mobilizing more than 35 brands, including Dove, Axe, and Degree. The centerpiece is “House of Fresh,” an in-person creator hub launching in Mexico City, New York, and Miami, paired with a real-time social room they’re calling the Locker Room to push buzzy World Cup moments onto YouTube and TikTok as they happen. This is super smart. They’re developing a content engine that turns a cultural moment into a stream of platform-native storytelling across dozens of brands at once.
Balenciaga made a Burner Account. They made up a dummy account, @keeppprolling, to drop raw behind-the-scenes footage from its latest campaign film. The content is phone-shot, unbranded, the opposite of its curated main feed. The burner play is quietly becoming a real option for brands. In this case, for Balenciaga, it lets a luxury house show up loose without muddying its main identity, and it reframes BTS as something that’s purely organic content that’s built on storytelling rather than selling. I really like this move from Balenciaga.
Gucci Introduces Gucci Racing. Gucci announced a multi-year title partnership with the Alpine Formula One team, making it the first luxury fashion house to serve as title partner of an F1 team. Starting in 2027, the team races as the Gucci Racing Alpine Formula One Team — in Gucci colors, with a new brand platform, logo, capsule collections, and race weekend hospitality experiences built specifically around the partnership.
Nike, Devin Booker, and McDonald’s are dropping the Nike Book 2 “McDonald’s,” a $155 sneaker built entirely around Booker’s real history with the brand. The story runs deep — from his McDonald’s All American Game days to his donation to the Ronald McDonald House in Arizona after being drafted — and the design even nods to the turquoise arches of the famous Sedona location. Nike & Mcdonald’s even turned Booker's habit of hiding signed sneakers in public into a desert scavenger hunt using cryptic social videos, OOH placements with coordinates, and a drive-thru handoff at the Sedona location where Booker handed out pairs himself. There’s nothing like a great sneaker rollout.

The Algorithm Doesn't Care About Your Followers

Byron Stewart — Sun, 24 May 2026 17:43:21 GMT

What's good, people! Hope the long weekend is treating you right. Unfortunately, it’s raining all weekend in NYC, but the long weekend is appreciated!

With the World Cup quickly approaching, Nike and Adidas have already put their cards on the table, unveiling robust marketing efforts to own the biggest cultural sports moment of the year. This week, I also came across the clearest example I've seen of how much the algorithm has changed: a mom posted an invite to her son's graduation and racked up 12.6 million views with a simple post. It’s fascinating - I’ll get into it. Plus, I’ll share creator and brand content that caught my eye this week and will help with your next creative brainstorm.

Let’s get it!

FAVORITE CONTENT OF THE WEEK

There's a creator who goes by Sidequesttre running a recurring bit called "Catch the Train." A bunch of strangers gather at a train platform, throw on silly costumes, and race to catch the train. The whole thing is filmed on his Meta glasses. It’s funny as hell. The videos consistently deliver millions of views.

Setting the entertainment aside, what I appreciate most is the community case study it represents. He's built a community around a silly idea, which is exactly the kind of thing the internet is supposed to be good for. In a feed that can be toxic these days, watching real people gather in real life to do something silly and fun is a bright spot on the internet.

BRANDS, COLLABORATIONS, AND CULTURE

Nike and adidas Are Fighting the World Cup on Two Different Battlegrounds

The FIFA World Cup kicks off June 11, and the two giants are already going at it. adidas came out swinging with “Backyard Legends,” a five-minute cinematic film with a 90s street-football feel starring Timothée Chalamet alongside Messi, Bad Bunny, and more, then backed it with “Home of Soccer,” an experiential platform running watch parties, live music, a 3v3 tournament, and daily product drops across New York, LA, Toronto, Atlanta, and Houston.

Nike went the other way and dropped a run of deliberately low-fi Polaroids on May 21, teasing a rolling 12-week the cast includes Ronaldo, Haaland, LeBron James, Kardashian, Serena Williams, Travis Scott, Young Miko, and more. According to the Swoosh, get ready for “unexpected collabs and cultural expressions.” I’m excited for all of this.

Both are going hard all summer to win the World Cup marketing crown. With the Home of Soccer play, it appears adidas wants to own where you physically gather to watch the games, and Nike wants to own your feed for twelve straight weeks with amazing collaborations. I have no horse in race, I just know consumers are in for a treat. Let the games begin.
CapCut x Google Gemini — CapCut announced a partnership with Gemini on May 21 that lets people edit images and videos right inside the Gemini app, with no jumping between tools. Creatives have been running these two apps side by side in their process for a while now, so closing the gap between idea and edit is a smart, natural move. For brand teams building out AI-assisted content workflows, this shortens the pipeline in a meaningful way, and I'll be testing it the second it goes live.
Apple Shot an Entire MLS Broadcast on an iPhone. Apple TV aired the LA Galaxy vs. Houston Dynamo match captured entirely on iPhone 17 Pro, the first time a major professional live sporting event has been broadcast start to finish on iPhone.

NFL Schedule Release Day Is the Social Super Bowl

Byron Stewart — Sun, 17 May 2026 13:00:59 GMT

What's up, everyone! Over the last couple of years, the NFL has transformed schedule release day into a cultural moment. All 32 teams plan for months to turn a rather mundane process — announcing who their team plays in the upcoming season — into a spectacular piece of content that wins the engagement wars. I can only imagine the pressure as a social team, but damn… it's one of my favorite times of the year.

Every marketer should pay attention to how these teams show up. From creator collaborations to mini brand films to full video game integrations, NFL teams don't take this moment lightly. This year didn't disappoint, and I'm breaking down my favorite team videos below.

We're also getting into YouTube's big bet on creator shows, a cheesesteak restaurant turning a Knicks promise into earned-media and marketing gold, TikTok coming after Google's travel business, and more. You’ll also get two social formats worth stealing this week.

Let's get it!

FAVORITE CONTENT OF THE WEEK

Cerave announced an NBA Hall of Famer as its “Head Coach” to promote its new Anti-Dandruff Hydrating Shampoo. It’s a fun campaign packed with basketball culture references that true fans would know, e.g., Carmelo’s '“Hoodie Melo” persona, and his “three to the dome” signature celebration. It’s a social-first campaign through and through, utilizing formats like hold the dots to scroll, updating Carmelo’s LinkedIn profile, etc.

BRANDS, COLLABORATIONS, AND CULTURE

My Favorite NFL Schedule Release Moments of 2026
Schedule release has become the NFL’s real Social Super Bowl. Every team showed up this year — below are some of my favorites!
- The Chargers turned the schedule release into a Halo campaign. This year’s drop is a fully-built Halo Infinite simulation running over six minutes, with each upcoming opponent reimagined as a custom map. The Cardinals get a desert battlefield with Covenant tech. The Seahawks live inside Pacific Northwest mist over Forerunner ruins. Every scene is loaded with Easter eggs that football and Halo fans only catch on a third or fourth watch — Cam Newton’s Keon Coleman take, the Maxx Crosby-Ravens trade saga, even a QR code that routes you to a Chiefs tweet. The video pulled 13 million views across the team’s channels in 24 hours. The level of investment for this video is crazy. Microsoft partnered on the build, the original Halo voice cast reprised their lines, and the schedule itself is buried inside the experience. The Chargers content team is elite.

- The Jets zigged while everyone else zagged. While most teams went bigger and louder, the Jets went quieter. Their “football is ART (craft blend)” reveal is an ASMR-style paint blend where two colors tied to each opponent merge into a single stroke that names the matchup. The Dolphins are spray tan and Finkle (a Ray Finkle nod). The Vikings are raspberry beret and Minnetonka blue, and so on. The smart move here is going a different direction with the content. Schedule release has become a category where every team goes loud and bold. The Jets noticed the saturation and built something soothing instead, and the algorithm rewarded the contrast. That feels like a shift worth paying attention to: when a content lane gets crowded, the move isn’t to be louder. It’s to be different.
- The Colts made a Simpsons episode. The Colts secured the actual Simpsons animation team, illustrators, and voice cast to produce an original sequence. The video recreates the show’s classic opening but cuts to Indianapolis instead of Springfield, with a Jonathan Taylor statue, Krusty Burger fries cooking in Lucas Oil, and Homer hiding in the bushes for the Colts’ road game in Jacksonville (a nod to the fact they haven’t won there in over a decade). Best beat in the whole thing: Bart writing “We will not include Tyreek Hill in these videos” on the chalkboard, calling back to their own apology for last year’s bit. The execution is masterful.
- The Raiders reimagined Step Brothers with Kirk Cousins and a rookie. The Raiders’ new QB room is veteran Kirk Cousins and rookie Fernando Mendoza, and the schedule release leans all the way into the comedy of that pairing. The parody recreates Step Brothers beat by beat — opening eye-down, the “you’re going to have to call me Kirko Chains” line, Cousins showing the No. 1 overall pick how things are done around the facility. This video was a great reminder that sometimes the strongest creative briefs come out of the truths your brand or product (in this case, the Raiders roster) is already sitting on.
G's Cheesesteaks Turned a Promise Into Earned Media. A community marketing case study every brand should be studying…

Issa Rae's TikTok microdrama 'Screentime' pulled 45M views in a month"

Byron Stewart — Mon, 11 May 2026 20:42:28 GMT

What’s up, everyone! I’m diving into Issa Rae’s TikTok microdrama “Screentime” pulling 45M views in a month. Hollywood is paying attention, brands are paying attention, and the format is becoming one of the most interesting plays in the content space right now.

Oh, and content from META glasses is still all over my feed, and performing well. I’ve touched on this before, but if you’re in social, it’s time to get a pair - I’ll break down why.

In this issue:

Why every social team needs a pair of Meta Glasses right now
The beauty brand blowing up on TikTok Shop
Issa Rae’s TikTok microdrama is hitting 45M views in a month
Adidas’s star-studded 5-minute World Cup film a
Why Instagram is coming for YouTube’s long-form crown

Let’s get it!

FAVORITE CONTENT OF THE WEEK

Toys Tournament is a creator who turns his collection of action figures into an action-packed content series. His Wolverine Tales Part 6 video generated 4.3 million views. What I’m most impressed by is the fluid movement and sound effects he creates with the toys. It’s equally entertaining and nostalgic for viewers, reminding them of what it was like to use their imagination while playing with toys.

BRANDS, COLLABORATIONS, AND CULTURE

Adidas launched its star-studded brand campaign ‘Backyard Legends’ ahead of the World Cup. From Timothee Chalamet to Bad Bunny, the 5-minute film celebrates the lore of global football, instilling the message that anyone from the neighborhood can become a legend. At 55 million views and counting, adidas is staking its claim as the leading sportswear brand of the World Cup.
Instagram is coming for YouTube’s long-form content dominance. Instagram VP of Product Tessa Lyons told last week's Scalable Summit that short-form vertical content won't be "enough to succeed on TV" — and that two years from now, Instagram plans to be "a unique part of creators' long-form strategy," including support for podcasts, livestreams, and mini-dramas.

Issa Rae’s microdrama series “Screentime” is blowing up on TikTok, amassing over 45 Million Views since it launched last month. Screen Time tells the story of four friends whose secrets are exposed when a hack reveals the contents of their phones to one another. The 27-episode series is so good, users are leaving comments like this.

Each clip is no longer than 60 seconds, sometimes shorter. Microdramas have been a hot topic as of late, not only in Hollywood but for brands looking to lean into entertaining content series as social becomes the new TV.

How to Get Good at Clipping

Byron Stewart — Sun, 03 May 2026 13:17:50 GMT

What’s good, everyone! I hope the week treated you well. I’m not gonna lie, I had a week. Back-to-back shoots, turnkey strategy decks, selling big ideas. You know... a normal week working in social. I wouldn’t trade it for the world, though.

This week, I jump into the clipping economy a bit and how to build clipping skills as a social media marketer. Yes, it’s a skill.

Clipping has blown up into a massive business. Popular Streamer Neon spent close to $1.4M on clippers in April, a few months ago ANKLER reporter how FX’s Adults turned a $15K clipping campaign into 40M TikTok views, and 71% of Gen Z now discover shows through short clips.

I've been fascinated with this for a while — wrote about it extensively in Tapped In. But today I want to expand on why now is the time to treat clipping as an editorial discipline inside your content strategy.

I’m breaking down how to identify clip-worthy moments and much more:

📌 In this issue:

Why the hero-cutdown model is dead
The 4 elements of a clip-worthy moment
The packaging rules that decide whether a clip earns the share
How to train the editorial instinct in your team
April content that stopped my scroll

Now, let’s get into the favorite content of the week!

FAVORITE CONTENT OF THE WEEK

The New York Times released its list of the 30 Greatest Songwriters, and the rollout is strong. Speaking of clipping, the team did a masterful job of pulling the right talking points from mega artists like Taylor Swift and Jay-Z, turning them into engaging short-form videos. I’m excited to see what’s next from this campaign.

HOW TO GET GOOD AT CLIPPING

Clipping is one of the most underrated skills in social right now. It’s a real editorial muscle, and I think it can help social pros pull ahead. I touched on this when I wrote about the rise of faceless creators

And to be clear, I’m not talking about the technical part of clipping. The cutting itself isn’t the skill. Anyone with a laptop/phone and CapCut can chop up a clean cut in minutes. The skill is editorial. It’s the eye. Spotting the moment in a 90-minute interview, a 10-minute event recap, or a raw shoot day that’s actually going to land on social. And it’s harder than it looks. Which moment carries enough weight to stand alone? Are you giving the viewer enough context to care? You can’t predict virality. But you can read what was captured and determine the clip most likely to resonate.

Here are ways to build that editorial muscle

Behind-the-Scenes is the Real MVP for Brands

Byron Stewart — Sun, 26 Apr 2026 15:33:31 GMT

There’s been a conversation for the past few weeks about what makes content feel real in an AI-saturated feed. Apple's MacBook Neo BTS content went viral this week, marketers are claiming that "human craft is the new luxury" and the signal I called back in January — that brands NOT using AI are becoming the flex are all coming together.

This week I unpack why behind-the-scenes content is the real MVP for brands right now, and how to actually scope it into a campaign.

For now, let's get into my favorite content of the week!

FAVORITE CONTENT OF THE WEEK

Ever since Jordan Brand and Nigel Sylvester linked up for their collection of collaborations, they’ve put together some of the best rollouts in sneaker culture. This “Weight of Progress” installation and mobile “BRICK AFTER BRICK” video game is a nice combination of IRL & digital execution.

Behind-the-Scenes Is the New Flex

Apple posted a behind-the-scenes video for the MacBook Neo, and it went viral. But why?

With the caption that reads” A peek at some handmade magic,” the video is an almost ASMR-style breakdown of the work — from handmade props, finger sliding transitions, the physical press of the apple icon. It puts human craftmanship right on camera. Creative Director & Strategist Jermiah Warrren reposted it on X with the line “behind the scenes process videos are gonna be a really valuable marketing content piece with the rise of AI slop.”

He’s right.

I also stumbled upon a post from Breaking and Entering Media stating that “brands are now releasing BTS videos of their ads to prove they didn’t use AI.” The caption read “Human craft is the new luxury?”

Back in January, I wrote about this signal in “Brands Not Using AI Is Now a Flex.” The piece focused on Porsche’s holiday animation, which pulled 12 million views on Reels — less because the work was beautiful, more because the caption confirmed it was handcrafted by Parallel Studios with no AI involved. My argument then was that craft was becoming a positioning signal. Audiences had begun scanning for signs of AI use, and brands that could quietly signal “made by humans” would have an edge. Apple just took that move a step further by intentionally showing the crew on camera.

This all ties into my fascination with, and push for, more behind-the-scenes content from brands. A few months ago, I wrote about BTS as a campaign pillar, using Gap’s KATSEYE campaign, with 15+ pieces of BTS content, as a shining example of how to do it right. The argument then was about creative storytelling, extending the life of a hero spot, building a world around the work, and giving audiences more entry points into the brand. That still holds.

But what’s changed is that BTS now does a second job in addition to the first. The new reason to invest in behind-the-scenes content isn’t only that it makes campaigns richer. It’s what actively makes them more believable.

That’s the part you need to put in the brief.

Stop Copying. Start Stealing.

Byron Stewart — Sun, 19 Apr 2026 17:49:47 GMT

One of the best books I read early in my career was Steal Like an Artist by Austin Kleon. It shaped my creative approach to marketing by teaching me to stop overthinking the creative process. Early on, I was constantly trying to develop ideas no one had ever seen before. That’s a tough ask and a waste of mental energy. Kleon’s book showed me how to use references from work I admired as the starting point for something of my own. The best ideas are almost always remixes of what you’ve already consumed. To this day, I firmly believe that to be a great marketer, you have to consume to create. But what consume matters — your taste defines the lens.

Today’s issue unpacks the principles from Steal Like an Artist that I actually use to build social content, plus a look into to my Instagram Saved folders system. Coming up with ideas fast is the most underrated skill in this job. Similar to elite basketball players, marketers need quick feet (hypothetically, of course) to pivot and come up with ideas on the fly.

Let’s get it!

FAVORITE CONTENT OF THE WEEK

The LA Rams dropped “Thursday,” a short film for their 2026 Draft rollout that’s inspired by the original Friday —they snapped. O’Shea Jackson Jr. and Destin Tucker (Ice Cube’s and Chris Tucker’s sons, respectively) play the leads. Terry Crews made an appearance as a Deebo stand-in, and rapper YG shows up as Stanley in the velvet robe. It was the perfect mix of nostalgia and originality. I appreciate the LA Rams leaning into regionality by making a spot that feels undeniably Los Angeles. Coincidentally , this is exactly how you steal like an artist - they used the Friday film as a canvas to create an original piece of content.

How to Steal Like an Artist (Social Media Edition)

“Your job is to collect good ideas. The more good ideas you collect, the more you can choose from to be influenced by." - Auston Kleon

Duolingo got called out for lifting a Cheeksbar post almost bar-for-bar on Instagram. Same font treatment, same format and joke structure. Cheeksbar posted the receipts and went viral. Duolingo’s team said a partner agency created the content, apologized, and deleted the post.

Don’t be Duolingo. I appreciate their quick action, but there’s an actual lesson here. Never copy-paste the work of someone else. What the creative partner should’ve done is take elements of Cheeksbar’s artistic direction and make it their own. If they’d followed Kleon’s Steal Like an Artist playbook, this situation was easily avoidable.

Fourteen years after Kleon wrote the book, his principles still map directly onto what a strong social team needs to build. The brands winning the content game today aren’t swiping templates - they’re using the inspiration they find in the feed as a starting point for something that ties back to their own brand.

Here are five rules from Kleon, modernized for the 2026 social team:

Simple Text Posts are Winning Right Now

Byron Stewart — Sun, 12 Apr 2026 13:02:07 GMT

The end of Q1 is an important time. it’s my 1st gut check of the year— am I actually doing what I said I was going to do? That question applies to my career and my personal life.

As a social media leader, Q1 is when early signals start to surface. Three months of data, content performance, and cultural moments. That’s enough runway to know what’s landing and what needs adjusting. I’ve found that the biggest unlock to improving your social strategy isn’t just doubling down on what’s working, it’s being honest about what isn’t. That’s where the real shift lives.

The second part of my Q1 review is the swipe file — a running collection of brand and creator content worth studying. Today’s newsletter is about that: Text-based posts are having a moment; Nostalgia is winning; Gamified content isn’t going anywhere. and the office has become brand’s biggest playgrounds. These are observations, but trust and believe they’re working.

Let’s get it!

FAVORITE CONTENT OF WEEK

A new social show just dropped. 4inthe5 is about a group of friends living amongst the 5 boroughs in NYC and navigating life in their 20’s. The trailer popped up on my feed, and looking by the comments, people are heavily invested in the next episode. What I appreciated most was the TV-style narrator introducing each character, giving the audience a real sense of who they're following before a single full episode drops. Smart way to build attachment early. My notifications are on for this one.

BRANDS, COLLABORATIONS, AND CULTURE

Miranda and Anna Wintour meet on an elevator? Iconic. Vogue Magazine has been crushing their video content this year. First, the intern series with A$AP Rocky, and now this Devils Wear Prada 2 bit. They’re on a generational run.
One of fashion and hollywood’s popular duos Zendaya and Law Roach launched their first co-collection with ON. Dropping April 16th, the collection features elevated sports and loungewear, including ribbed tank tops, parachute pants and a new running shoe, the Cloudnova Moon. I loved the rollout for this. First the hero spot directed by Spike Jonze creates a world centered in the though of “Shape your dreams.” Then, the sportswear brand followed up the storytelling with a content series leaning into office intern energy — depicting Zendaya as Law’s assistant. So good.

Why Social Media Pros Are Leaving ChatGPT for Claude

Byron Stewart — Fri, 03 Apr 2026 13:09:45 GMT

People are ditching ChatGPT & the numbers don’t lie. Forbes reported a 1,487% surge in Claude sessions in just a matter of weeks. I’m one of them.

ChatGPT feels entry level now, respectfully. If you work in marketing and you’ve been paying attention, you already felt the shift. Claude is where a lot of creatives are landing.

I’ve been getting asked by readers to share my project management stack, so this issue is inspired by those questions. As a Director running a social team across multiple brands, I’m going to start sharing more of the tools I use to manage campaigns, content, and creative. Claude has become my AI tool of choice. I use it for everything from synthesizing briefs and building content strategy to analyzing creative and keeping projects moving without things falling through the cracks (fingers crossed). This issue breaks down how.

To be super clear — I’m still learning this. I experiment all the damn time. There are features I’m still getting into, like adding custom Skills to Claude or using Claude Cowork to automate parts of the workflow. That’s a Part 2. For now, this is how I’ve been using it for my day-to-day.

The best use of Claude is as your second brain. It shouldn’t generate ideas for you — it should be an extension of how you already think. Feed it your voice, your brand knowledge, your strategic POV.

Claude is only as good as what you put in.

The people getting trash results are probably giving trash prompts. “Write me a caption for this product launch” gets you something that could belong to any brand in any category. That’s a briefing problem. At a mid-to-senior level, you already know how to brief a team well, so brief Claude the same way. Give it the brand context, the audience, the objective, the tone, examples of what good looks like. That shift in how you approach it changes everything, and the whole stack below is built around it.

Oh… and make sure you’re on the Pro plan. $20/month. Worth every penny.

Let’s dive in.

Build Your Projects First

The single highest-return thing I did was set up Projects with the right context loaded before I start any work. Before I type a single prompt for any brand, Claude has already been given the style guide, active campaign brief, audience profile, tone references, and examples of best performing content. Every conversation inside that project starts from a place of full understanding. Claude isn’t guessing who the brand is or what the project is about.