We’re back with another edition of Open Tabs, our weekly Substack live where we talk about the news and cultural moments that have been taking up space in our brains and Google tabs.

Here are the topics we covered today:

* TikTok is rolling out a Shared Feeds feature [0:00]. In the coming months, TikTok will be rolling out Shared Feeds, allowing users to create custom, shared For You Feeds with their friends. Additionally, TikTok is also launching Shared Collections, a new way for users to share and organize TikTok content in one place with friends or family.

* Our POV: While this move signals that TikTok is making an effort to make the platform more social, we question if the Shared Feeds feature will dilute what audiences love about the platform: the intimacy and personalization of the FYP. We’ll come back with our final thoughts once the feature has launched.

* Get ready for sponsored content on Substack [11:00]. Substack announced that they’ll be rolling out native subscriptions via Emily Sundberg’s Feed Me Substack. Currently in a pilot program with select creators, this program is designed to make it easier for writers to find and secure sponsorships for their publications.

* Our POV: While this will open up new revenue pathways for writers, it also risks shifting Substack away from the ad-free, creator-first ethos that made it feel like an oasis. The real test will be whether Substack can build this infrastructure responsibly—without tilting the scales even further toward big-name publishers.

* Pantone’s Color of the Year 2026 is…white [18:00]. Sorry, we mean Cloud Dancer. Since 1999, Pantone has predicted the color that will influence fashion, art, etc. for the next year. This year, audiences were underwhelmed with the bland choice.

* Our POV: Anyone else think that this choice may have been intentional rage bait? While audiences pushed back against this year’s choice, it did get everyone talking. It's possible that Pantone chose the most neutral shade possible, knowing it would rile people up and supercharge engagement. It’s safe and spicy.

* Gen Z is craving “Millennial Optimism” [27:00]. Has your TikTok FYP been flooded with videos of Gen Zs romanticizing the early 2010s? While they’ve historically made fun of Millennials for being “cringe,” they’re now earning for the young adulthood that they had. A time where not everyone had an iPhone and our Instagram feeds were chronological.

* Our POV: Gen Z’s “millennial optimism” era isn’t about wanting to be millennials — it’s about wanting the version of adulthood they grew up expecting: fun jobs, small luxuries, and a little breathing room. What looks like nostalgia is really frustration with today’s reality, where everything (and everyone) starts to feel the same.

Happy Friday 👋

Serving up this week’s Open Tabs conversation, diving into the top news and cultural moments that have caught our attention.

Here are the topics that we covered this week:

* Spotify Wrapped is here [0.00]. In case you missed it, Spotify released their annual Wrapped recap on Wednesday, giving users a gamified overview of the content they consumed over the past year. And this year’s was was big - within the first ~24 hours, Wrapped 2025 had over 200 million engaged users, a 19% increase YOY. We share our thoughts on this year’s execution and explore a growing opportunity for platforms to build kid-specific recommendations.

* Audiences love personalized data [15:30]. Spotify Wrapped set the standard, but 2024/2025 proved it: every brand with meaningful user data now needs a year-end recap strategy. Platforms like YouTube, Duolingo, Reddit, and Peleton have joined in, giving audiences personalized recaps of their activity. We discuss why these personal, data-driven recaps resonate so strongly.

* Forbes 30 Under 30 and the power of clout [20:00]. This was a big week for year-end recaps! Forbes released their annual 30 Under 30 roundup on Tuesday, highlighting influential people under 30 across 20 sectors, from social media and sports to media, art, and finance. What made this list pop on our feeds wasn’t Forbes content itself, but reaction videos from the creators featured. We discuss the symbiotic relationship between creators driving discovery and impressions, and legacy organizations like Forbes providing validation.

Let us know if there’s anything in your Open Tabs that we should talk about next week👇

For more Open Tabs, check out our previous conversations:

Happy Friday 👋

We’re back with another edition of Open Tabs, our weekly Substack live where we talk about the news and cultural moments that have been taking up space in our brains and Google tabs.

We’ll be off next week for the holiday but we’ll be back the first week of December. In the meantime, let us know if there’s anything in your Open Tabs that we should talk about 👇

Here are the topics we covered this week:

* Celebrities are flocking to Substack [0:00]. In the past week, charli xcx, Dolly Parton, and Julia Louis-Dreyfus have all launched Substack newsletters. Substack is actively courting creators and celebrities, positioning itself as a platform for early adopters where competition is low and the algorithm favors new entrants. For celebrities, newsletters are a low-pressure way to express themselves, behind the scenes, without the constant demand of video content.

* Shein is selling books now [15:26]. In an effort to appeal to Gen Z’s growing obsession with all things analog, fast fashion giant Shein is now selling secondhand books on their platform. Shein’s approach mirrors its fast-fashion model: low-cost, mass-randomized offerings designed to take advantage of BookTok rather than satisfy core book lovers.

* Tens of thousands of people are tuning into Reddit for chopped chives [23:44]. For the past 45 days, Reddit user has been posted daily to r/KitchenConfidential [a subreddit with 1.7M members], chronicling his journey to chopping the perfect chives. This has completely taken over the subreddit with thousands of people, including myself, tuning in to see his progress and share chopping tips. Recently, brands have started to get in on the action by running targeted ads and the community isn’t happy.

* If you want to go deeper on Reddit, check out our Q&A with Erin Hirsch, a Reddit alum who worked there for 8 years, on how brands can build community on the platform.

* The Future of Communications Conference [36:00]. Last week Melissa Blum presented at the Future of Communications Conference with Sarah Peck, GoFundMe’s VP of Communications, about how GoFundMe approaches community across a fragmented platform landscape.

Happy Friday 👋

Welcome to this week’s episode of Open Tabs [like the new name?] where we talk about the news and cultural moments that have been taking up real estate in our Google tabs and brains.

If you’re looking for a fun, slightly meandering conversation with real digital strategy takeaways to listen to while you work, you’ve come to the right place.

Tune in for our next Substack live conversation next week. In the meantime, let us know if there’s anything in your Open Tabs that we should talk about 👇

Here are the topics we cover:

* Dancing with the Stars is winning Gen Z on TikTok [1:04]. The show’s resurgence isn’t just about casting influencers—it’s the result of a long-term strategy targeting younger audiences. By bringing on Gen Z stars, pros and integrating TikTok content, the show is reaching viewers who may not tune into traditional TV.

* Media mentioned:

* The Hottest Show On TV is 20 Years Old, Vulture

* @popculturedata on Instagram

* A spontaneous conversation about Nobody Wants This on Netflix [6:02]. Nobody Wants This wasn’t originally on the agenda, but we have a lot of opinions about the show and couldn’t resist. In season 2, the story and characters feel too thin. It feels unrealistic, leans on stereotypes, and don’t even get us started on the product placement. For brands and content creators who are interested in storytelling to their audiences, it’s a reminder that narrative clarity, believable stakes, and character development are critical for keeping audiences invested over multiple episodes or campaigns.

* Media mentioned:

* What’s with the sponcon slop in Nobody Wants This? Netflix, nobody wants this., The Guardian

* Anonymous and faceless creators are reshaping social content [22:01]. With the rise of AI video and privacy concerns, creators who remain faceless or anonymous—like Deuxmoi or @things.i.bought.and.liked—are building communities and trust through perspective, aesthetic, and voice rather than identity. This trend highlights opportunities for brands to engage with audiences in ways that prioritize content experience over influencer personality.

* Creators mentioned:

* Deuxmoi

* @things.i.bought.and.liked on Instagram

* Lofi Girl on YouTube

On Wednesday the #ForYou team hopped back on Substack live to talk about the cultural moments and news that caught our eye throughout the week and the takeaways for brands, creators, and marketers.

We’ll be back on Substack live next Wednesday, 11/5, at 3:15p ET / 12:15p PT! In the meantime, drop a comment if there are any specific topics you want us to discuss 👇

Here are the topics we dive into:

* Justin Bieber is officially a Twitch streamer now [00:15]. Justin has promised to livestream “pretty much every day” leading up to his headlining performance at Coachella 2026. While celebrities have appeared as guests on Twitch livestreams before, Justin is the first major celebrity we’ve seen create his own profile and livestream. We share our predictions on if more celebrities and brands will start making their way to the platform.

* Netflix is investing in real-time streaming and engagement [8:16]. Netflix is investing more in their livestreaming, from WWE matches and Nasa launches to interactive, real-time voting for live content. And this isn’t just about engagement; it’s a strategic move to scale their ad-supported business as new subscriber growth plateaus.

* Scarcity is driving hype with Halloween costumes [12:43]. Netflix underestimated the popularity of KPop Demon Hunters, which led to high demand for costumes and merchandise that weren’t widely available in stores. This scarcity drove audiences online (e.g., Amazon) to seek products, amplifying the franchise’s visibility and creating a self-reinforcing loop of hype and sales.

* If you’re also fascinated by the cultural phenomenon that is KPop Demon Hunters, check out this Who? Weekly podcast episode diving into the REAL members of the FICTIONAL KPop group, Huntr/x

In case you missed it, we took our Culture Chats series to Substack live this past Friday! 🎉

For those who may not know: every week, the M.T. Deco team dives into the cultural trends and moments that are catching our eye for a free-flowing conversation—usually over Google Meet. Now, we’re bringing those weekly chats to Substack Live.

While our Substack live conversations will always be free for anyone to tune in, on-demand access to these conversations and transcripts are exclusive for paid members.

Here are the topics we dive into:

* The Halloween costumes that will be taking over our feeds this year - Google Trends Frightgeist is using Google Trends data to identify the most popular and trending Halloween costumes nationally and by region. Megan Collins shares her prediction on the role that trends will play in this year’s costumes and how retailers are leaning into curation.

* For further reading, check out Megan’s Halloween deep dive: Halloween is to Gen Z what Christmas is to Millennials

* What Group 7 can tell us about the desire for community online - To promote her song “So Unfair,” artist Sophia James made a series of seven TikToks assigning viewers to groups under the premise of a “social experiment.” The last video, assigning viewers to “Group 7,” went viral, wracking up over 75 million views. The team discusses why Group 7 struck such a cord with audiences and the growing desire for community online.

* Are family photos on Instagram over? - A recent article by The Cut explores the evolving dynamics between parents and their teenage children regarding the sharing of family photos on Instagram. We discuss how Gen Alpha kids [the ultimate digital natives] are pushing back against their parents, the content creators who are keeping their kids offscreen, and how iMessage and private groups may be the future of sharing family moments.

* We’ve been tracking this for years. Check out our write-up on ‘sharenting’ [the practice of parents sharing their kids’ lives online] and resources on how to safely share you kids online.