So, have you figured out what you're doing on socials yet this year? If not... want some help from our team (not to brag, but we do get 100M views a month)? In the next couple weeks, we're opening up a few slots to work with YOU on your content plan for 2026. Our Cohort Intensives are a 1-day workshop where we spend all day with you. You walk away with a fully-formed content series that's designed to build you an audience on socials.

Because we like to show not tell, here are a few brands we've worked with recently:

Fresh Start Advisory went from 15k ➡️ 110k followers (in 20 days)
Hairification went from 16k ➡️ 170k followers (in 30 days)
Tough Yarns went from 0 ➡️ 77k followers (in 3 months)

If you want to invest a little this side of 2026 rather than spend all year figuring out how to do numbers like that, we’re here for ya.

- Charlotte Ellis, Editor ♡

I just want to give a giant, virtual, group hug to everyone reading this. To say being online is kind of dark right now would be like saying hell is just a sauna. It being part of your job turns the heat up and the lights down even more so. The fact that you’re here is everything. You got this x

Anyway, I’m sure we’re all having a better day than Victoria Beckham after last week’s Brooklyn debacle. The family drama feels like the perfect low-stakes mirror of the moment. Brooklyn and Nicola on one side. Victoria and David on the other. Everyone denying everything while the internet dissects old testimonials, Instagram captions, and photography books (if you know you know) like it’s the Zapruder film.

It’s funny until it isn’t. Because even an uber rich family with objectively nothing to worry about turns into a pressure cooker once it hits the public eye. And after the tabloids have picked the bones dry, one resounding question remains—can the Beckham brand weather this storm? Too soon to tell, but the drama continues while the rest of us watch it like sport.

Which makes sense because we love sport, according to the $1.76B Americans are projected to bet on this year's Super Bowl. That's more than ever before, because what’s a better cure for the world being on fire than burning cash, baby? The bets are on everything. Not just who wins, but on coin tosses, halftime outfits, Taylor Swift camera cuts, the colour of the Gatorade bath??? Betting has well and truly had a rebrand. Suddenly it's everywhere, folded seamlessly into broadcasts, apps, casual conversation. Why? Well, when the world feels unstable, we gamble on moments, because at least the rules are clear and someone keeps score.

Maybe that’s why we’re all talking about Zohran Mamdani in custom Carhartt during the New York snowstorm. This moment shows how well Zohran truly understands personal brand, and more importantly, his audience. Dressing like someone who actually lives where he governs is political strategy, not aesthetic alignment. The jacket is shorthand for trust, proximity, and shared reality. It signals “I’m cold, I look like you, and I know what’s what in the culture we live and breathe.” A coincidence that Carhartt was the most favoured brand for winter wear purchases in 2025? And particularly favoured by Gen Z, the exact audience Zohran seeks to influence? He’s doing what Kamala failed to, and it seems to be working out.

-Sophie Randell, Writer

The clip is simple. One Adélie penguin breaks from its colony and waddles determinedly toward the Antarctic mountains. Away from food, water, survival, and any conceivable penguin logic.

Herzog, in his signature bleak German drawl, notes that if you catch this penguin and bring it back, it will simply turn around and march toward certain death again. "But why?" he asks, as the tiny black dot grows smaller against the endless white expanse.

“Why?”

Everybody who comes across the clip seems to be projecting profound existential meaning onto what is, scientifically speaking, just a very lost bird.

Some neurologists have suggested the penguin might have had something akin to dementia: disoriented, following broken internal navigation, utterly confused. It's not making a philosophical statement (it’s a bird, thank you). It's just deeply, tragically wrong about where it's going.

And yet, millions of people have looked at this footage and felt seen. Held even.

Half the internet sees it as the ultimate burnout metaphor. The penguin that's had enough, quit, chosen oblivion over another day in the colony (mood fr). The other half sees it as weirdly inspiring. It's a lone traveller pursuing something ineffable, marching toward their truth, even if that truth is a frozen mountain that will likely kill them.

Both readings are fully committed. Both are completely sincere. Neither is what's actually happening, but that’s okay.

The bird itself is meaningless, or rather, its meaning is biological confusion.

But we've collectively decided it represents everything from hustle culture burnout to brave individualism to giving up on purpose itself. Even governments got involved. The White House posted an AI version with Trump walking toward Greenland (penguins don't live in Greenland, but sure).

Germany used it to promote European unity, somehow.

What's happening here is less about the penguin and more about our desperate need to find solidarity in the strangest places. The internet took a 17-year-old nature documentary clip and turned it into a collective emotional outlet. It became a way to say "I too am walking in the wrong direction, and I can't really explain why."

We're well and truly living through The Horrors. I know I don’t need to explain myself there. And instead of grand ideological movements or organised resistance, we've rallied around a potentially brain-damaged penguin from Antarctica.

We see ourselves in it precisely because it doesn't make sense. Because sometimes the most accurate representation of how it feels to exist right now is a small creature determinedly marching toward nothing. Unable to be redirected, narrated by a German filmmaker asking the only question that matters: "But why?"

The answer, of course, is that there is no answer. The penguin doesn't know. And neither do we. We don't know. Herzog doesn't know. And for some reason, in that shared not-knowing, millions of people found a moment of bizarre, inexplicable unity.

We look at a lost penguin and recognise something fundamental about being alive and confused and stubbornly moving forward anyway, even when all the data suggests we're headed the wrong way.

-Sophie Randell, Writer

That's what cast member Tinkaabellaaa (yes - her name has five a's) went through in one episode of the mega-fiery reality show Baddies USA. After who-knows-what bonkers interpersonal drama got her down, she told the confession cam:

"This sh*t just make me wanna—matter of fact [picks up iPhone] hey Siri, call my sister."

As if by instinct, TikTokers wasted no time putting Tinkaabellaaa's stressed-out audio to use as a reaction towards every minor inconvenience. Because whether you're not getting the brutal honesty you need or just need someone you know will agree with you, there's no shame in getting external support when you know you're losing this battle.

Take this sound, put the camera on yourself and lip-sync with the audio - be sure to set the speed to 2x or 3x to create a sped-up effect! Then, add onscreen text describing a time where you were in a losing situation and/or not getting the support you needed, so you had to ring up someone you know will take your side.

A few ideas to get you started:

-Devin Pike, Copywriter

😂Yap’s funniest home videos: 1 2 3 Release em
❤How wholesome: W Teammate
😊Soooo satisfying: Shredding machine
🍝What you should make for dinner tonight: Chipotle 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.