I wish I was joking, but really think about it - remember how simple social media felt just 5 years ago? In 2021, running a business on Instagram was as simple as posting a few times a week and replying to comments. But in 2026 there’s also TikTok and YouTube shorts, each one sporting constant new features, volatile algorithms and inconsistent analytics - all of which you need to keep pace with. It’s at least four jobs to manage within a single human day - the math isn’t mathing like it use to math.

- Devin Pike, Guest Editor 💜

I never thought about the fact that there’s a whole generation growing up with ChatGPT as their default search engine, homework helper, and creative collaborator. So what does that mean? It means kids don’t learn to Google. They learn to prompt, they don’t synthesise info from multiple sources, they ask AI to do it for them (and trust whatever it spits out). This shift is cognitive. When your first instinct is to ask a chatbot instead of figuring it out yourself, you're outsourcing not just labor but reasoning.

We raised a generation on "don't trust Wikipedia" and now we're handing them tools that are even less transparent, even more confident, and wrapped in a voice that sounds authoritative enough to stop you from questioning it. The long-term effects of this are anyone's guess, but if you want mine: it can’t be good.

Here’s something I also never thought about bc I didn’t think it would exist: Snapchat X Gucci AI lense? Okay purr (I guess?) The feature lets you try on Gucci products virtually, which isn't new, but the AI component supposedly personalises the experience based on your face shape, lighting, and vibe.

Its fashion meets machine learning meets targeted advertising, all dressed up as a fun filter. In other words: you get to feel like you're shopping, Gucci gets data on what styles get the most engagement, Snap gets to keep you in the app. Everyone wins, except maybe the concept of trying things on in real life.

If you want a good read for today: this Substack written by Ochuko Akpovbovbo into the NYC MTA’s recent push to explore blockchain-based payment systems and AI route optimization, which feels like a solution in search of a problem when the actual trains are still delayed and the stations still smell like piss.

It's classic technosolutionism, the belief that innovation can paper over infrastructure failure. The MTA doesn't need an AI to tell it where the bottlenecks are, it needs funding and political will to fix the system. But AI and crypto sound futuristic, they attract press, they let officials pretend they're doing something transformative while the material conditions stay exactly the same. Read what New Yorkers have to say here.

-Sophie Randell, Writer

I was talking to a friend over lunch recently about running a small business and doing content at the same time. We both blurted out the same thing in unison: “its so f*cking hard these days”.

Everybody always says “it’s never been easier to show up online". And that’s true to an extent, we have all the tools, all the YouTube tutorials, all the AI bots to tell you how and what why. And as long as you have a working camera phone and access to the internet you’re free to let your half-baked ideas come to life however which way you see fit.

2021: Post to Instagram a few times a week. Engage with comments. Maybe run the occasional ad. Done, simple as A-B-C.

2026: Produce video content for TikTok, Reels, and YouTube Shorts - all with different optimal formats. Create carousel posts for Instagram. Write long-form captions. Build an email list. Send newsletters. Manage community across multiple platforms. Track analytics. Stay on top of algorithm changes. Learn whatever new feature launched this week. Translate your online presence into emotionally engaging retail experiences. Oh, and also drive actual ROI from all of this.

If you're a business owner or solo marketer right now, that means you are also a content producer, video editor, copywriter, community manager, strategist, analyst, customer service rep, and crisis manager. All at once. All with he same amount of time that every other human has in a day.

Let’s not forget, you’re also supposed to be maintaining a clean house, an okay physique, meaningful friendships i.e. remembering to text your friends back, a functional relationship, maybe raising kids, and definitely not losing your mind at the state of the world.

Because sometimes, this sh*t genuinely feels impossible.

So, tell me why it is so easy to feel like a failure? Just because we don’t have 5-6 cloned versions of ourselves? Who can simultaneously do all the work alongside us and pump out content like Santas little elves?

The job has expanded, but so has the digital landscape, which has also fractured into a thousand teeny tiny pieces. The consequence of such fracturing, is having to be everything, everywhere, all at once.

TikTok requires a completely different content strategy. LinkedIn wants professional thought leadership. Email needs nurturing sequences. Threads exists (and apparently you should be there too?). Instagram itself now demands Reels AND carousels AND static posts AND Stories, each performing differently in the algorithm.

Every platform has its own rules, optimal posting times, content formats, and audience expectations. And those rules change constantly. What worked last month might tank this month because the algorithm decided to prioritize something else.

You're not just spread thin across tasks. You're spread thin across entirely different ecosystems. All demanding specialised knowledge and consistent presence.

Community management is responding to comments, but it’s also handling customer complaints publicly, managing PR crises in real-time, building genuine relationships with strangers online (???), being personable and engaging even when you're exhausted. Moderating conversations. Dealing with trolls. Making people feel seen and valued, every single day.

It's emotional work that requires energy you often don't have, especially when you're also trying to create content, analyse metrics, and figure out why your reach dropped 40% overnight for no apparent reason.

And sure, those things help a bit.

But the real answer is one that my boss probably won't like, and it’s this: you need to let some balls drop. And you need to be strategic about which ones.

Pick 1-2 platforms maximum.

You just cannot be everywhere. Choose the platforms you're going to focus on. Repurpose content elsewhere, sure. But focus your real efforts in a few places. FOMO about missing TikTok trends is not worth your sanity. Take it from someone who has tried that exchange.

Focus on what drives revenue, not vanity metrics.

Viral moments are nice. Know what's nicer? Sales. Like, real sales, real money. Can you pay your rent with your engagement metrics? Exactly. Prioritise the content and activities that actually convert, even if they're less exciting.

Automate the repetitive, protect the human.

Use tools for scheduling and basic analytics, but keep the community interaction human. That's where the real relationship-building happens. And the last thing you want to be accused of is a clanker.

Give yourself permission to be inconsistent.

The algorithm wants daily posts. You're a human with finite energy. Sometimes you post 7 times a week. Sometimes you post 3. That's okay. Inconsistent but sustainable beats burnout every time.

Repurpose ruthlessly.

One piece of content should become five. Blog post to carousel to Reel to email to LinkedIn post. Don't create from scratch every single time. Iterate and remix.

The expectations are genuinely impossible for one person to meet. The brands crushing it on social media have teams, big teams, big budgets. There are dedicated content creators, community managers, strategists and analysts that all specialise in their craft. You're one person trying to do the job of five while also running a business and living your life.

Pick your battles babe, it’s okay to let some platforms go dormant, especially if they’re not performing as well as others. You’re allowed to post inconsistently, and you’re definitely allowed prioritise your actual life over your engagement rate.

The digital landscape will keep changing. The demands will keep expanding.

But you only have so much of yourself to give. Protect that fiercely. Your business needs you functional way more than it needs you everywhere at once.

-Sophie Randell, Writer

The trend comes from a South Park clip in the "Tegridy Farms" episode. In the scene, Kyle spots Cartman using the Vaping Man mascot to push vapes onto, get this... kindergarteners in the school cafeteria. Kyle calmly asks "can I talk to you for a second?" Cartman responds "sure Kyle, what is this about?" Kyle then says "can I talk to you over here?" and Cartman replies "well of course". Kyle pulls him aside away from everyone so he can privately tear into Cartman for what the hell he's doing. 

People are using the trending sound to capture that instant panic when someone asks to speak to you alone and your brain immediately starts catastrophising about what you possibly did wrong, such as:

Use the South Park audio. Add text on screen describing a situation where someone asks to talk to you privately and you're immediately filled with dread about what it could be about.

A few ideas to get you started:

-abdel khalil, brand & marketing exec

😂Yap’s funniest home videos: Guy waxes his head 😭
❤How wholesome: Mom comes first
😊Soooo satisfying: ScoopTok
🍝What you should make for dinner tonight: Creamy Tomato Basil Pasta

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.