I’m not talking old newspapers or dusty DVD piles, but the endless void of saves, bookmarks and screenshots you’ve collated over who knows how many years. Sure, it sounds harmless (other than to your phone storage), but think about it - how often do you try those outfits you screenshotted? Or pore through saved reels for recipes? Or do workouts you bookmarked? Everyone’s guilty it, we all build digital collections because it feels like progress - but is it really?

-Devin Pike, Guest Editor 💜

At this workshop, join Stanley Henry and the the Attention Seeker team for a 2-hour session to plan out your content strategy for the whole year.

You’ll learn:

✅ What’s actually working on social right now
✅ How to build a viral content strategy for your brand
✅ The exact approach we use to get millions of views for our clients (and build our own audience of 3.3 million)

PLUS we will have plenty of time for Q&A with you.

Wednesday, 28 Jan | 8:30-10:30am NZT | $49

Stop wasting time making content that doesn’t perform. This is your chance to walk into 2026 with a content plan you know will work 👇

The latest to join the protein arms race: Dunkin’ is expanding beyond donuts and coffee by leaning into protein-forward messaging with a fitness-centric ad campaign aimed at health-minded consumers. Yeah, because donuts and caramel syrup packed coffee SCREAM health.

The brand is spotlighting offerings like protein boxes and high-protein beverages, positioning itself as a quick, convenient breakfast or post-workout stop. The push blends classic Dunkin’ comfort with an aspirational active lifestyle, a signal that legacy quick-service brands are doubling down on functional food positioning to stay relevant outside morning routines. Protein seems to be the easy grab.

LinkedIn’s latest Jobs on the Rise report lays out the 25 fastest-growing roles in the U.S., and the picture is unmistakable: AI is absolutely reshaping the labour market. At the literal top of the list are AI engineers, AI consultants and strategists, and data annotators, reflecting how deeply generative tech is embedding into modern business.

But it’s not all tech: roles from new home sales specialists, healthcare reimbursement experts, to travel advisors and independent consultants also made the cut, showing a diverse set of opportunities across sectors. The ranking also underscores a bigger trend: more professionals are eyeing self-employment and flexible careers as the workforce evolves.

59% of TikTok users say watching sports content on TikTok is more entertaining than watching the actual games (just another example of how content's gone meta). And FIFA's paying attention. This week, the two brands announced that TikTok's becoming FIFA's first-ever "Preferred Platform" for the 2026 World Cup.

This is a new tier of partnership that goes beyond typical sponsorships. TikTok will host exclusive BTS content, match highlights, and a dedicated World Cup hub. The platform's also launching a creator program. And select creators will get access to press conferences and training sessions. Official media partners will be able to monetise through TikTok's premium ad solutions and live-stream match clips. Football fans aren't just watching 90-minute matches anymore, so FIFA's meeting them where they are.

-Sophie Randell, Writer

There are workout routines I'll never do, recipes I'll never cook, and thousands of outfits I no longer even like. My TikTok favourites folder tells a similar story. My screenshot album has become an archaeological dig of aspirational selves. Each layer representing a version of me that was definitely going to learn to make choux pastry, get fully into running, or finally become the girl that can do the splits and absolutely has no issues with her hamstrings being as tight as her January budget.

We're basically all running our own version of those hoarder reality shows, except instead of newspapers and broken furniture, we're collecting pins, bookmarks and saves. And like those shows, at some point the collection stops being helpful and starts being its own behemoth of a problem.

You've got 3,000 saved recipes, but when you actually want to cook dinner, you just Google something new. Because scrolling through all those saves feels like mission impossible.

And that’s what I find fascinating, we're hoarding against scarcity in a world of total abundance. We're operating with a Depression-era mentality: "I might need this someday!" But it's information instead of string and buttons.

Except guys, we’re forgetting one crucial piece here: information never runs out. That recipe will still exist on the internet. That article isn't going anywhere. The URL isn't going to evaporate. But we save it anyway, panic-clicking the bookmark icon just in case.

Saving feels like doing something. It feels like learning, like organising, like taking action toward becoming the person we want to be.

In reality, it's just collecting. It's the cognitive equivalent of going into the gym to sign up, you get to feel virtuous without actually doing the work yet. Every save is a tiny promise to Future You. Someone who will definitely have more time, more discipline, more energy to actually engage with all this content. But in this case, Future You never shows up. Future you is too busy saving more things. Like a little crow with a nest of shiny objects that mean nothing to you except for the fact that they’re shiny.

Every app now has a "save for later" feature because it's a perfect engagement metric. It looks like interest without requiring actual interaction. It keeps you coming back (maybe you'll finally look at those saves?). It gives platforms data about your intentions even when your behavior tells a different story. Instagram doesn't care that you'll never make that elaborate charcuterie board, they just care that you thought you might.

There's also something about decision fatigue here. We can't process everything in the moment, so we're just endlessly deferring the cognitive load. "I'll think about this later" becomes a reflex, and suddenly you have 10,000 items in your "think about this later" pile. It's decision procrastination at scale.

They're archives of who we hoped we'd become. The person who cooks elaborate meals. The person who stays informed about everything. The person who does yoga every morning and has a skin care routine and reads literary fiction and understands cryptocurrency and keeps up with multiple hobbies and languages and... it's exhausting just typing that.

Some people have started doing "digital declutters" or "saved post bankruptcy". It's really just deleting everything and starting over because the weight of it becomes too much.

It's the equivalent of those hoarder show moments where they finally just rent a dumpster (or, are forced to.) There's something liberating about admitting that you're not going to do the thing. That saving it doesn't mean you'll engage with it. That letting it go doesn't make you less ambitious or curious or growth-oriented.

Ask yourself when you're about to bookmark something: will I actually come back to this? Or am I just saving it to feel like I'm someone who would come back to this?

Or maybe we just accept that digital hoarding is a symptom of living in an age of infinite content with finite attention.

We're all drowning in information and trying to build lifeboats out of bookmarks. It doesn't really work, but at least we're all doing it together, our saved folders growing quietly in the background. Tiny digital museums to people we thought we'd be.

-Sophie Randell, Writer

You know when something is very obviously wrong, you’re being played just a little bit, and you’ve officially hit the point where you stop explaining yourself and start demanding answers?

This sound comes from jeweller TraxNYC going nuclear in a viral clip where he confronts another jeweller at the diamond district over missing money, repeatedly yelling “WHERE’S MY F*CKING MONEY?” with the kind of rage that can only come from knowing you’re right and being tired of the runaround.

The clip blew up, TMZ covered it, and the moment, now a trusty green screen template, has become the internet’s favourite way to dramatise situations where you are owed something, be it money, effort, a reply, an explanation, peace, you name it.

People are dropping TraxNYC into situations where they’re R-A-G-I-N-G demanding they get their stuff. My fav examples include:

Use the green screen template of TraxNYC, the sound, and overlay text describing the moment you realise you’re owed something and it’s not coming willingly.

A few ideas to get you started:

-abdel khalil, brand & marketing executive

😂Yap’s funniest home videos This is what real friends look like
❤How wholesome A24 tear-away calendar
😊Soooo satisfying Slime scoop compilation
🍝What you should make for dinner tonight Sweet n sour chicken

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.