One internet untied to argue over the colour of a dress or whether Barry Keoghan was actually hot or not (it’s the latter, btw.) But times have changed. We live in a different world now. Audiences are scattered, the internet fragmented like the great ice caps of Antarctica. And what’s replaced it is messier, harder to track, and requires way more strategic thinking. [Find out what changed]

-Sophie Randell, Writer

You're not missing some secret magic formula. You’re just missing the right strategy. So let us help you build one (in just 1 day!).

You’ll walk away from the Cohort Intensive…

✅ With a repeatable content system you can stick to
✅ Total clarity around where to take your socials in 2026
✅ Knowing exactly what kind of content you need to create

… all alongside the team with 1.3M+ followers & 100M monthly views.

We recently helped Tough Yarns with their social strategy. Three months later? They’ve got 77K+ followers across IG & TikTok. Why shouldn’t your brand be next?

Want to get 100% clarity around how to build an audience on socials for your brand?

With the Super Bowl always comes some trippy advertising. And Instacart’s latest spot is no exception. The ad leans hard into surreal comedy, casting Ben Stiller and Benson Boone as a faux ’80s Europop duo locked in a very unserious battle for attention.

Boone flips. Stiller sulks. And the whole thing unfolds as they sing a genuinely ridiculous jingle about the platform’s most oddly specific flex: letting you choose your bananas. Yes, that’s the song. With those lyrics.

The ad's directed with a wink that nods to Spike Jonze's iconic style. And it turns a mundane product feature into a pop-culture gag. It's proof that sometimes the fastest way to be remembered on Super Bowl Sunday is to wholeheartedly commit to the bit.

The Anti-Defamation League has published a new analysis showing most of the big AI models including Grok, ChatGPT, Gemini, Claude, DeepSeek and LLaMA derivatives, produce antisemitic or extremist content when prompted with certain queries. Yikes.

The findings highlight persistent safety weaknesses across generative systems. That includes the ones who claim to have robust moderation layers. Not every model fails every time. But the report shows troubling patterns where harmful content slips past safeguards. Take a wild guess as to which one is the worst in this instance? Hint: it rhymes with rock.

What on EARTH is “silent speech” AI? Apparently, it's technology that can decode neural signals or subvocal patterns into text… meaning future devices could potentially understand what you want to say without you speaking out loud. Ummm EXCUSE ME.

Apple isn’t commenting on this (yet). But the move fits its long-term bets on non-traditional interfaces (think wearables and gestural control). If developed responsibly, silent speech tech could transform accessibility, privacy and hands-free interaction. But it also raises big questions about where intention ends and intrusion begins (no duh). Especially in a world where “always listening” is already normalised via voice assistants.

-Sophie Randell, Writer

Here, success isn't about dominating the internet, but sparking conversation across multiple niche communities, all at once.

I've talked about fractured audiences before. I've banged on about the importance of community. It’s old news that this shift completely changes how we reach people.

But at this point, it’s ripping up the entire playbook. Old metrics don’t tell the story we think they do. Some strategies just don't work anymore. And if you're still chasing mass virality, you're fighting a war that's kind of already over (hear me out)…

Twitter trends, Facebook's universal feed, YouTube's front page. Everyone saw roughly the same stuff, which meant one viral moment could genuinely reach everyone.

Then algorithms got smarter (or more invasive, depending on your perspective). Platforms realised they could keep people engaged longer by showing them hyper-personalised content. Your FYP became your FYP. My Reels became my Reels. We all ended up in our own little algorithmic bubbles.

Each has their own in-jokes, drama, and viral moments that never escape their bubble. What's massive in BookTok might be completely invisible to FinTok. What's blowing up in fitness communities might never reach fashion communities.

Your viral is not my viral anymore. And that changes everything.

A brand launches a campaign. It catches fire with Gen Z on TikTok, gets picked up by parenting communities on Facebook, sparks debate in marketing Twitter, gets memed by irony-poisoned millennials on Instagram, and somehow ends up as a case study in LinkedIn thought leadership posts.

Each community engages with it differently. And each has their own conversation about it.

The magic happens when those conversations start crossing over - when BookTok discovers what FinTok is saying, when fitness communities stumble into fashion community discourse.

But when it works, it's way more powerful than the old model. Because you spark genuine, sustained conversation across multiple communities who actually care.

Think about it this way: you can have 10 million views from people who scrolled past in 2 seconds. Or you can have 100,000 views from people who actually engaged, shared it within their communities, and sparked real conversation. Guess which one drives actual results?

If you're still measuring success solely by "did we hit X million impressions," you're missing the real point.

1. Map your communities (not your demographics).

Stop thinking in demographics like "women 25-34." Start thinking in communities like "BookTok romance readers," "fitness accountability groups," "ironic meme accounts," "personal finance nerds." These are people united by shared interests and values, not age brackets or locations.

2. Create for communities, not platforms.

You can't make one piece of content and blast it everywhere anymore. What resonates with productivity Twitter won't land with mental health TikTok. Tailor your approach for each community. Not the platform they're on, but the community they're in.

3. Speak the language.

Each community has its own references, humour, and communication style. If you show up speaking corporate marketing-ese, you’ll stick out like a sore thumb. Learn the culture before you try to participate in it. Otherwise, you’re kind of being exploitative.

4. Plant seeds, don't force explosions.

Fractured virality is organic by nature. You can't manufacture it the way you could engineer a mass viral moment. Instead, create genuinely valuable or interesting content for specific communities. Then let them do what communities do: talk about it, share it, bring it to other communities. The interest-based algorithm will bring you the right audience if you aim your content in the right direction.

5. Track the spread, not just the numbers.

Watch how conversations move between communities. That cross-pollination is where the real power is.

It was easier to understand, easier to measure, and easier to replicate.

Fractured virality is harder. It requires deeper understanding of communities, more strategic thinking, intention and nuanced content creation. Also, completely different success metrics.

But it’s also more sustainable, more authentic, and ultimately more effective. Because you're building genuine relevance within communities that actually matter to your brand or content (and that is the point, right?).

Now, dear reader, it’s time for you to figure out what communities you belong in. 

-Sophie Randell, Writer

I'm talking it's the last minute of an online sale and we're just tapping add to cart like no tomorrow (almost like an iPad baby)

Today's trending sound comes from, get this, a Roblox clip (originating from TikTok user @brayton69420), where a character keeps quickly and repeatedly bumping into others, and each bump is overlayed with a classic vine boom. Yeah I fear we may have lost the plot...

TikTok, however, took that sound and made it into the anthem of repeatedly doing everything (mostly tapping on your phone for various reasons). It works for situations from reposting everything on your fyp because everything is relatable, pressing the post button every hour because apparently that's how you go viral, to liking everybody's stuff because you're not a hater.

Use the sound, sync with the vine booms and add on screen text explaining why you're aggressively tapping your phone like that.

A few ideas to get you started:

-abdel khalil, brand & marketing exec

😂Yap’s funniest home videos: Bro teleported to another dimension
✨Daily inspo: never question your worth
😊Soooo satisfying: Styrofoam ASMR
🍝What you should make for dinner tonight: Big Mac loaded potato gems

We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.