What’s trending with your audience right now?

You need to know the answer to that.

Speaking of trends, McDonald’s has jumped on the Grandma-core train and introduced the Grandma McFlurry, hoping it will keep the brand relevant.

In today's newsletter:

• McDonald's uses Grandma-core to connect with Gen Z (and how you can keep your brand relevant, too)

• ‘Meta verified’ takes a test run in Aus & NZ (plus whether we think it’s worth the cost)

• Trend plug - Who you’re actually emailing

• How to grow your LinkedIn to 5k followers (it’s doable!)

- Charlotte, Editor ♡

2024 called. They want your… grandma?

Grandma-core is one of the mega-trends that's hit social media this year.

But what does it mean when a trend exits the scroll-osphere and enters the real world? And are brands able to harness the power of these trends and implement them into real life products?

But before we get into answer that question...

If your side of TikTok hasn’t brought you to the Gen-Z subculture that is Grandma-core, I’ll explain.

Grandma-core is an aesthetic that heroes cosy clothing and a slower pace of life. It celebrates the domestic hobbies of grandmas such as gardening, baking, and crocheting.

Now McDonald's has jumped on the wave with their Grandma McFlurry, a soft serve treat flavoured with syrup and candy pieces.

But it’s not the trend nor the high-calorie dessert I'm interested in.

It's the genius behind McDonald's marketing strategy.

What strategy you say? It looks like they’re just trying to emulate what’s cool and trending?

Perhaps. But that’s actually been McDonald’s approach to marketing in recent years, and it’s rooted in two things:

[Keep reading]

-Sophie, Copywriter

‘Meta Verified’ Takes a Test Run in Aus & NZ

Meta's paid verification service for businesses is expanding. And Australians and New Zealanders will be the first to take 'Meta Verified' for a spin.

The new plans boast a wider range of services for business owners on Facebook, Instagram and (eventually) WhatsApp. But some of those perks might take a small bite out of your budget.

What are the new tiers and what do you get?

The new plans have perks that build upon the standard plan, but they come at a small business cost. They include the 'plus', 'premium' and 'max' tiers, which will set you back $44.99, $119.99 and $349.99 (USD) per month respectively.

Each one includes add-ons like fast-tracked customer support. You also get the ability to add links to Reels and access to extra profile customisation options.

Should you hop on the paid Meta plan train?

[Keep reading]

-Devin, Copywriter

Trend Plug - Who You’re Actually Emailing

This trend playfully highlights the contrast between how we present ourselves professionally and our actual personalities.

Because how many people only see a headshot in your email signature and think that's what you look like all the time?

The trending sound comes from a comedic switch from classical orchestral music to the rap track ‘SkeeYee’ by Sexyy Red. As the instrumental music plays, you first see the creator's polished headshot. As the music changes, creators reveal their 'real self,' who other people are actually emailing.

How can you use this trend?

Create a carousel with the first slide being a professional photo of you, using the text, 'Who you think you're emailing.' Then, your audience can flick over to a video of you being a silly little goof with the text, 'Who you're actually emailing.'

Some ideas to get you started:

• Spotlight your club activities (like this)

• Show two selfies, at work vs. home (like this—this style could also be a carousel)

• Dig into your snapchat memories for a moment you got totally wasted (like this)

-Abdel, Social Media Coordinator

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Ask the Editor

Q - Hi! What are your tips for gaining LinkedIn followers? I showed my boss ur TikTok and he’s given me a challenge to get 5k followers. -Aleyn

Hey Aleyn!

Ah that's so cool! First of all, growing on LinkedIn is totally different to growing on TikTok. Unlike TikTok, LinkedIn’s not designed to make people go viral, so it will take you a bit of time to get to 5k followers. However, it's totally doable.

The first question is whether you have a content strategy for LinkedIn. My second question is are you trying to build your company page or your boss’s personal page? In my experience, growing a personal page is much easier than a company one.

My advice would be to start with helping your boss (or your founder/CEO) to grow their personal page rather than the company page. They should be posting about their business journey, ideally every day.

At the same time, have them be super intentional about networking with other people in your industry and ideal clients. Obviously you can ghostwrite the posts and help with community management, too. The more you put out content and engage on the platform, the faster you'll grow.

- Charlotte, Editor ♡