Yeah, that’s kind of like working in marketing and telling clients how to run their socials, but never actually posting on your own. The only way to truly understand what’s happening on the platforms (so you can grow your audience or theirs) is to… um… post on them and learn what works for yourself. We all know this, but for some reason, “I’m going to start posting this year” is one of those resolutions hardly anyone follows through on. But if you still want 2026 to be your year, here’s how to start.

- Charlotte Ellis, Editor ♡

You think you just fell out of a coconut tree? Well, guess what did: KamalaHQ. It’s an interesting time for a politician to suddenly pop up out of hiding. But I guess there’s no better time than the present. Especially if you’re swinging for public favour when it seems we have every politician in recent American history sprinkled through 3 million documents about an elite paedophile ring. 

Harris frames the account as somewhere to stay “engaged” with what's happening in politics right now, and “connected” between big campaign moments. Essentially it's political community-building designed to live inside the feed. It’s a reminder that modern politics doesn’t just run on rallies and policy drops. Politics live where brands do, inside the feed and always-on content. Which is kind of the only way to reach your desired audience these days. Kamala’s attempted Gen Z grab almost worked last time, and sh*t, there’s a lot more reason now to back her.

At the same time, Kendall Jenner debuted her first ever Super Bowl ad for Fanatics Sportbook, a gambling brand. Because nothing says “late-stage attention economy” like one of the most influential women on the planet promoting betting to 100 million viewers during America’s biggest cultural event. “Haven’t you heard? The internet says I’m cursed,” Jenner begins with a smirk as we all nod, and drool, and hit the app store to “Bet on Kendall.” Influence has fully crossed from aspiration into behavioural nudging. And I want off this ride.

And then Spotify announces it’s getting into physical book sales to support its audiobook push. The brand's partnering with Bookshop.org so you can discover a title digitally and then buy a real, tangible copy from a local bookstore. The App that once ate your CDs now wants to gently direct you back to physical media. Not out of romance, but because every medium becomes a funnel for the next. Politics as content. Influence as behaviour shaping. Physical culture as the downstream effect of digital attention. It’s all one loop now. We don’t leave the feed; the feed just spills into the real world.

-Sophie Randell, Writer

That resolution you made on January 1st. Haha… yup, that one. The one where you were going to finally, finally, start posting. You had the talk about building your personal brand, vowed to show up consistently online. You had it all figured out: vision board ready, energy all the way there.

Yeah. How's that going?

Thought so.

We say it every year. We mean it every year. And then The Posting Scaries kick in and suddenly the whole idea feels way too big, way too scary, and way too easy to just... quietly drop.

So, this is your callout. But it's also your cheat sheet. Because I don’t come with problems and no solutions! And here’s what I know to be true: the fear is valid. Starting is genuinely hard.

But the reasons people think it's hard are almost always wrong.

It's not because you don't have anything to say, and it’s not because you're not interesting enough or talented enough or qualified enough. It's because you opened the app, looked at all the people who seem to have it completely figured out, and thought: there is no way I can compete with that.

Perfectionism showed up (my personal best frenemy). THEN imposter syndrome pulled up a chair and you were faced with a blunt rotation from hell.

They convinced you that you needed the perfect setup, the perfect angle, the perfect script, the perfect everything before you could even think about posting. And perfect never came. So you never posted.

Sound familiar? Good. Now we can fix it.

Nobody is watching as closely as you think.

Seriously. The post you agonised over for two hours? Most people scrolled past it in 0.3 seconds. That’s the thing that sucks, but also the thing that sets you freeee. Because the thing you're terrified will embarrass you? Nobody even noticed. The internet is a massive place and your content is a tiny grain of sand on a very big beach. This is genuinely liberating if you let it sink in.

Consistency beats quality. Every time.

A mediocre post that goes up regularly will always outperform a perfect post that goes up once in a blue moon. The algorithm rewards showing up. So show up, even when it's not your best work.

You don't need to find your niche first.

This is the myth that keeps people frozen forever. You don't figure out your niche and THEN start posting. You start posting and your niche reveals itself. It's a process, not a prerequisite.

The first few posts are going to be awkward.

And that's completely fine. Everyone's first posts are cringe (especially mine lol). Go back and look at literally any big creator's earliest content. It's rough, weird, and above all a learning curve, not a death sentence.

You don't need a ring light.

You need a phone and something to say. The most successful content online is not the most polished - it's the most real, the most interesting, the most human. Stop waiting for the perfect setup. Use what you have. Pick up the pieces as you go along.

Stealing ideas is a strategy, not cheating.

See a format that works? Adapt it. See a trend that fits your world? Jump in. The creators you admire did the exact same thing. Nobody builds in a vacuum, and everything is a remix.

Engagement matters more than followers.

500 people who actually care about what you're posting is worth more than 50,000 who don't. Stop chasing the number. Start building the community.

And like any muscle, it gets stronger the more you use it. It feels awkward and weak at first. Nobody is impressed by your first attempt. But if you keep showing up, keep doing it, keep getting a little better each time? It becomes second nature.

The people who "have it figured out"? They didn't start there. They just started earlier and kept going through the awkward phase that made you want to quit.

So here's what I need you to do. Not tomorrow. Not next week. Not when you "feel ready." Today.

Post something. Anything. It doesn't have to be perfect. It doesn't have to go viral. It just has to exist. Because "this is my year to start posting" means nothing if you're still saying it in December. So stop waiting. DO IT.

I’m watching you x

-Sophie Randell, Writer

This trend is the anthem of just that. Drake's biggest glazer/ controversial livestreamer Akademiks is where today's trending audio comes from.

The clip shows two bits from his stream. The first is him reacting to Drake freestyling, immediately pausing the video one line in and repeating it really hyped going "Oh my god my boy said he's in the Aston doing donuuuuuuts." That's followed by a clip of him reacting to Kendrick Lamar freestyling. And in classic OVO merchant fashion, he pauses the song one line in, unimpressed, claiming "He's doing the most". Thing's too good to be scripted.

The trend has people, simply put, hyping one thing like it's the best thing on the planet vs. sh*tting on the other like it's the absolute worst. My fav examples include:

Using the sound, lipsync "Oh my god my boy said he's in the Aston doing donuts!" Use text on screen explaining what's getting you so hyped, and then lip sync "He's doing the most" with text explaining what you're not that big a fan of.

A few ideas to get you started:

-abdel khalil, brand & marketing exec

😂Yap’s funniest home videos: Take the L and walk right back out
❤How wholesome: It’s the little things that matter the most
😊Soooo satisfying: Crush the ice
🍝What you should make for dinner tonight: Everyday chicken tacos

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.