2024 was about AI, hyper-curated content & nostalgia (ad nauseum).

And I, for one, would love to leave a few of those things behind.

Ok, so AI probably isn’t going anywhere. But we do have quite a few “outs” we’re calling for 2025. Because not all marketing trends deserve to live on.

In today's newsletter:

• The outs and outs of marketing for 2025

• WTF Is principle-based media buying? And should you care?

• Trend plug - The pic we posted vs. the convo we had

• Ask the Editor - Should a product-based business owner post on LinkedIn?

- Charlotte, Editor ♡

It’s the new year, and we've just made our predictions for what the next big things will be.

(If you missed it, here ya go).

But let’s be honest, figuring out what needs to go is just as important.

And just like your situationship that won’t commit but also won’t leave you alone every damn weekend, some marketing trends have overstayed their welcome.

Social media strategies are getting stale and advertising gimmicks that once worked now feel tired.

So, in the spirit of leaving the dead weight behind, here’s what we’re officially declaring out in 2025 (including him, sis.)

1. Corporate cringe social media

Brands, we need to talk.

The quirky, try-hard, “if brands were people” era of Twitter and TikTok has officially jumped the shark.

Wendy’s roasting people? Fun in 2017.

Duolingo aggressively thirsting after celebrities? Borderline unhinged in a way that worked for a while.

But now? Consumers can smell forced relatability from a mile away.

The new vibe? Authenticity without the overcompensation. Less chaotic gremlin energy, more actual personality.

2. AI-generated everything

Yes, AI is here to stay.

But AI-generated art, writing, and even influencers are hitting a saturation point. People are craving human creativity again.

[Keep reading]

-Sophie, Writer

WTF Is Principle-Based Media Buying? And Should You Care?

So I’ve been seeing the term “principle-based media buying” pop up a lot lately.

Obviously, my initial reaction was, “Oh sick, another industry buzzword designed to keep marketers on their toes.”

And, after some research I’ve decided, sure, it is most definitely the latest buzzword to make its way into our psyche.

But unlike some fleeting jargon, this one actually has substance.

So, in plain English for my people in the back, what is principle-based media buying?

At its core, principle-based media buying is kind of a glorified version of arbitrage.

It’s when a media agency buys media space at a lower rate and then resells it to their clients at a higher price. This is a classic “buy low, sell high” move—except it’s happening with ad space, not stocks.

Agencies pocket the difference, creating a new stream of revenue while still playing the middleman between clients and media outlets.

Sounds like a sweet deal, right? Well, like most things in marketing, there’s more to it than meets the eye.

After all, it’s not all rainbows and profits for everyone involved.

[Keep reading]

-Sophie, Writer

Trend Plug - The Pic We Posted vs. The Convo We Had

How often do you post a pic on socials, even though the reality behind the pic is the complete opposite of what you’re showing off to your followers?

Today's audio trend leans right into the entertaining and sometimes, ridiculous conversations that happen when you’re surrounded by your nearest and dearest.

Because the contrast between the curated aesthetics of what we post and our actual experience can be pretty different!

This trend began to snowball in popularity because of an audio clip from the “Cancelled” podcast - hosted by internet personalities, Brooke Schofield and Tana Mongeau.

From there, it has continued to grow - merging into using audios from well-known vines, memes, and TV shows.

How you can jump on this trend:

Think of any spot that you’d have an unhinged convo with your work bestie. Snap a photo or grab some b-roll footage of you two.

Pair your imagery with the OST “the pic we posted vs. the convo we had” and a conversation audio of your choice. Some of the most popular ones include: Maniacal laughter, plain old sh*t talking, and shameless gossip.

The best thing about this trend is you can cater the audio to fit your own brand and aesthetic, and it also takes little to no effort.

A few ideas to get you started:

• Pair the sound with a photo of you and your work bestie having lunch

• Pair the sound with a photo of you and your colleagues in a meeting

• Pair the sound with a clip of you and your manager in an Uber heading to a pitch

-Tyla, Videographer

Ask the Editor

Q - I own a small coffee roasting business and have been focusing all my efforts on IG and TikTok. Is there any point posting on LinkedIn since it's a B2B platform? -Sam

Hey Sam!

You should absolutely be posting on LinkedIn. Here's why:

First, LinkedIn is full of business owners like you. That means when you share stories about your business journey, other people are going to find your content relatable. This relatability is great for building your brand.

Second, unlike IG and TikTok, there aren't that many product-based brands on LinkedIn. This means you have the opportunity to stand out in a way that is a lot harder to do on, say, Instagram.

Third, your customers are on LinkedIn. I mean, who works in an office and doesn't drink coffee? Just because the platform isn't the obvious choice for a coffee brand, doesn't mean it's not smart to be there. And if you aren't, you're missing out on opportunities to build your brand!

- Charlotte, Editor ♡

For the group chat

😲WTF: RIP ‘Retirement House’ TikTok Star 💔
✨Daily inspo: you ARE the inspiration
🎧Soooo tingly: Doing your makeup ASMR
🍝What you should make for dinner tonight: Avo tacos 😋 

Was this email forwarded to you? Sign up here.

Wondering what we do at The Attention Seeker? Check us out.