Open Tabs

Happy Friday! 👋

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

Here’s what we covered this week:

* Summer 2026 Trend Predictions [~0:13]. Megan dropped a preview of her Summer 2026 trend forecast, and the headl…

Hi 👋

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

Here’s what we covered this week:

* Here’s what we covered this week:

* The War of the Ale[i]xes — is it beef or is it a brand play? [~0:47]. Alex Cooper publicl…

Happy Friday 👋

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

Here’s what we covered this week:

* The Summer House scandal keeps evolving — and the brands are moving fast [~0:30]. ICYMI: the Amanda Batula / Wes…

Happy Friday 👋

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

Here’s what we covered this week:

* Is the Summer House relationship drama…real or a stunt? [~0:30]. As reality TV and Bravo fans, we had to weigh i…

Happy Friday 👋

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

Here’s what we covered this week:

* Alix Earle’s skincare launch is a masterclass in gamification [~0:30]. Alix Earle announced her new skincare lin…

Happy Friday 👋

Here’s everything we covered in this week’s Open Tabs conversation:

* The Oscars are evolving for the scroll-first era [~0:30]. We felt this year’s Oscars did a better job reflecting culture — from winners that felt aligned with the moment to more self-aware nods to how people actually watch (scrolling, second-screening, missing moments). There was also a clear effort to blend Hollywood with internet culture, from influencers hosting red carpets to skits about vertical video and MrBeast.

* Our POV: Hollywood is adapting in real time. As social platforms redefine viewing behavior, legacy moments like the Oscars are being reimagined for younger, internet savvy audiences.

* Additional resources:

* Oscars bolts for from ABC to YouTube starting in 2026, The Hollywood Reporter

* Oscars winners and losers, and Universal’s pivot to keep movies in theaters longer, The Town

* People are losing it over Kris Jenner’s “Shady” reaction to influencers on the red carpet at the 2026 Vanity Fair Oscar Party, Buzzfeed

* Peacock is launching an AI version of Andy Cohen [~8:40]. We discussed Peacock’s plan to launch a Bravo-focused, TikTok-style feed — complete with an AI Andy Cohen guiding users through clips, plus interactive features like games. The goal is to capture the second-screen behavior that already exists and keep that attention inside the platform.

* Our POV: This is part of a bigger shift: streaming platforms want to become destinations, not just utilities. Owning the full attention loop (watching + reacting + discussing) is the endgame. The open question is whether users actually want this behavior centralized — or if external platforms like TikTok and Reddit will continue to win.

* Additional resources:

* Peacock is adding an AI Andy Cohen to narrate an endless stream of Bravo clips, The Verge

* 🎬 What Netflix’s expansion teaches us about multi-platform strategy, #ForYou by Melissa Blum

* Content doesn’t end when the show does [~17:30]. We talked about the massive creator ecosystems built around shows like Bravo — where fans turn to TikTok, Reddit, and Instagram for recaps, reactions, and commentary. In many cases, people engage more with the surrounding content than the show itself.

* Our POV: The real product isn’t just the show — it’s the conversation around it. Brands that treat content as a closed loop are missing the bigger opportunity. The future is about fueling and participating in these ecosystems, not trying to replace them.

* Additional resources:

* Hot takes are about more than going viral; they help you find your audience, #ForYou by Melissa Blum

* Being addicted to Bravo was a hobby. Now it’s a career., The Washington Post

Thanks for listening! 🎧 🤍

Happy Friday 👋

Here’s everything we covered in this week’s Open Tabs conversation:

* Gen Z is already nostalgic for TikTok’s early days [~1:20]. A new Harris Poll found that 79% of Gen Z TikTok users say they miss the early version of the platform — specifically the scrappier, 15-second, less-polished content that dominated during the pandemic. Many respondents cited too many ads, influencer saturation, and the rise of TikTok Shop as reasons the platform no longer feels the same.

* Our POV: This is a classic case of platform maturation. As platforms scale, they become more optimized for monetization and mass audiences — which often makes them feel less authentic to the early adopters who made them popular in the first place. TikTok may feel different, but its cultural influence remains strong simply because its user base is larger than ever.

* Additional resources:

* Gen Z is already nostalgic for TikTok—and the platform is only 6 years old, Fortune

* Gen Z pulling back from social media, except TikTok, survey finds, USA Today

* 💎 How to navigate the TikTok U.S. chaos, Threads overtakes X, and Substack’s power player, #ForYou by Melissa Blum

* Engagement is splitting across platforms [~15:40]. New data shows engagement declining on Instagram, Threads, and LinkedIn over the past year — while Facebook, Pinterest, and X actually saw engagement increase. One explanation: platforms like Instagram and LinkedIn have pushed aggressively into short-form video, creating more content but not necessarily more interaction.

* Our POV: Reach and engagement are increasingly diverging. Platforms may push certain formats (like short-form video) for discovery and reach, while audiences may still prefer interacting with other formats — like image posts or carousels. For brands, this means being more intentional about format strategy: if the goal is reach, video may win; if the goal is conversation, other formats may perform better.

* Additional resources:

* People spent less time on Instagram, Threads, LinkedIn last year. Here’s why, CNET

* Engagement is rising on the platforms marketers talk about least, #ForYou by Melissa Blum

* The rise of gamified creator programs [~22:20]. Some brands are experimenting with “gamified” creator programs — inviting creators to participate in challenges, compete in campaigns, or earn perks like brand trips and visibility instead of traditional one-off influencer deals. The idea is to build ongoing creator ecosystems rather than single sponsored posts.

* Our POV: The model can work — especially when it taps into the long-tail power of micro-creators — but it walks a fine line. If the incentives feel extractive (i.e., free labor for brands), creators will opt out. The strongest programs will focus on nurturing talent, offering mentorship, exposure, or real opportunities that help creators grow — not just generating content for the brand.

* Additional resources:

* Why more brands are rethinking influencer marketing with gamified micro-creator programs, Digiday

* You Can Adopt the Baby Ewe From Lamb in New Giveaway by A24, Collider

* The Instagram Weekend Hashtag Project: All the scoop, Jumper Media

* Shoutout to Megan Collins’s Weekend Hashtag post from 2013

Thanks for listening! 🎧 🤍

Happy Friday 👋

Here’s everything we covered in this week’s Open Tabs conversation:

* The McDonald’s CEO taste test — and the executive social media dilemma [3:00]. A few weeks ago, McDonald’s CEO Chris Kempczinski posted a video taste-testing a new burger. The problem? He referred to it as “the product,” took a tiny bite, and didn’t exactly radiate enthusiasm. The video recently resurfaced and exploded to 3M+ views — largely because the internet started roasting it.

* Our POV: Just because every platform is optimizing for short form video means that everyone should be on video. If an exec isn’t comfortable on video, don’t force it. Audiences will be able to tell. Silver lining? The McDonald’s brand account capitalized on this unexpected virality by getting in on the joke and racking up 100k+ likes across platforms.

* Additional resources:

* McDonald’s CEO’s awkward taste test sparks mocking online: ‘His aura screams kale salad’, The Guardian

* Why heritage brands are primed for a comeback, #ForYou by Melissa Blum

* Gen Z is buying iPods — trend or fad [~18:00]? In the past week, major outlets including The New York Times, Financial Times, Morning Brew, and Axios have all reported on a spike in Gen Z buying old iPods on eBay — specifically the iPod Classic and Nano. Is this friction-maxxing? Digital detoxing? Anti-algorithm rebellion?

* Our POV: The deeper signal isn’t “iPods are back.” It’s growing distrust and exhaustion with digital ecosystems that feel exploitative, ephemeral, or overly optimized. Physical ownership — whether books, headphones, or media — carries emotional and aesthetic value that digital platforms haven’t replaced. That said? Don’t bet your 2026 strategy on an iPod revival.

* Additional resources:

* Bring On Defunct: The iPod Enthralls Young Music Listeners, NY Times

* 💬 Open Tabs: Making life a little bit harder (on purpose), #ForYou by Melissa Blum

* 💎Enshittification explained: why platforms go from loved to hated #ForYou by Melissa Blum

* The digital ownership crisis (aka: where do our things actually live?) [~27:00]. The iPod conversation spiraled into something bigger: digital fatigue. From:

* $28 streaming-only kids movies (hi, Disney+)

* Kindle libraries that feel inaccessible

* Subscription increases across platforms

* Algorithm-driven degradation of user experience

We landed on a broader theme: consumers are becoming more aware of the tradeoffs they’ve accepted for convenience.

Reddit, interestingly, continues to emerge as a counterbalance — whether for troubleshooting, product reviews, or “buy it for life” recommendations. When platforms degrade, community fills the gap.

* Our POV: We’re entering an era where consumers are reassessing convenience culture. Ownership, intentionality, and durability are becoming emotional value props — not just functional ones.

* Additional resources:

* r/BuyItForLife subreddit

* r/whatsthatbook subreddit

Thanks for listening! 🎧 🤍

Happy Friday 👋

Here’s everything we covered in this week’s Open Tabs conversation:

* Kids content on YouTube: evergreen, evolving, and oddly unpredictable [0:00]. Megan kicked us off fresh from Kidscreen, where her business partner Kaylee Mullen spoke about kids and YouTube. The big takeaway? The space is… nebulous. There’s real success happening, but it’s not a simple growth story.

* Our POV: The kids space may be “hurting” amid reduced investment from big players and increased screen fragmentation — but that also makes it wide open. If you’re willing to commit to world-building and consistency, there’s room to define the category.

* Additional resources:

* If you’re looking for high-quality, low stimulation kids content on YouTube, check out our clients Wooby & Fotty

* The “Dora Problem” and why dolls are struggling [~5:30]. A standout insight from the conference came via wonderworks Co-Founder & Partner Jane Gould: the “Dora problem.” If you’re a kid, you only need one Dora. One hero character can fulfill the fantasy — which makes it harder to build a collectible ecosystem around a single IP.

This led to a broader conversation about declining doll sales, particularly at Mattel and American Girl. It’s not necessarily a product problem — it’s a behavioral shift. Kids are aging into technology and collectibles faster than ever.

But American Girl sparked a debate. While sales may be down, the in-store experience (especially in NYC) remains strong — immersive retail, doll salons, restaurant reservations, nostalgia-driven storytelling. They’re even leaning into legacy storytelling with a new adult novel featuring Samantha in her 20s.

* Our POV: The opportunity isn’t just nostalgia — it’s media expansion. Historical storytelling, fictionalized learning, and digital-first extensions could be powerful. Barbie succeeded with Gen Z partly because the brand invested in programming, not just plastic. If American Girl wants to scale across generations, media may be the unlock.

(Also: American Girl, call us.)

* Additional resources:

* Modern looks, smaller sizes: American Girl Dolls get a makeover, NY Times

* American Girl is releasing its first novel for adults, Northeastern Global News

* The rise of employee influencers — and the control vs. magic tradeoff [~17:00]. We’ve been talking about employee-generated content for months, and now it’s mainstream. According to Sprout Social’s 2026 Content Strategy Report, the #1 thing consumers want brands to prioritize in 2026 is human-generated content. We think employee creators are the perfect people to deliver on this.

Case in point: Staples Baddie, whose organic TikToks drove relevance and foot traffic for Staples — and quickly outpaced the brand’s own account.

But there’s a catch: the more brands try to control it, the more the magic disappears. Once money, contracts, and ownership questions enter the chat, things get complicated.

* Our POV: You can’t manufacture authenticity. Employee content works when it’s rooted in genuine enthusiasm — not assignment. Brands have to decide how much control they want, knowing it may come at the cost of cultural momentum.

* Additional resources:

* How one employee made Staples cool, #ForYou by Melissa Blum

* Employee-generated content is the next big thing for brands, Sprout Social

* How Starbucks is elevating coffee stories through partner (employee) content creators, Starbucks

Thanks for listening! 🎧 🤍

Happy Thursday 👋

Here’s everything we covered in this week’s Open Tabs conversation:

* Avoiding LinkedIn cringe and how the platform is [trying] to evolve [0:00]. We kicked things off with a topic that’s been top of mind for our clients lately: LinkedIn’s evolution from a job-board-first platform into a true social feed. With more creators (including TikTok-native ones) showing up, LinkedIn feels increasingly unavoidable for thought leadership — and increasingly hard to scroll. Long, overwrought captions, performative posts, and algorithm-chasing content have made “LinkedIn cringe” its own genre.

* Our POV: LinkedIn is ripe for reinvention. The algorithm currently rewards content that often feels inauthentic, but that also means there’s real opportunity for creators who experiment thoughtfully. The platform doesn’t need to be fed constantly — it rewards intention, clarity, and actual value over volume. Short-term engagement hacks may work, but they come at the cost of long-term credibility.

* Additional resources:

* r/LinkedInLunatics - good resource for what to avoid

* LinkedIn Outlines Measures to Combat Engagement Pods, Social Media Today

* Wikipedia is cool again (with a little help from AI)[~12:50]. Next, we talked about why people are increasingly turning to Wikipedia as AI-generated search results become more common — and more unreliable. Sparked by a piece from Vox, we discuss why Wikipedia’s human-edited, nonprofit model feels more trustworthy than AI summaries that often get facts wrong. We also dug into the surprisingly intense (and passionate) community of volunteer editors behind the scenes.

* Our POV: Wikipedia’s longevity, transparency, and human labor give it credibility as AI becomes a bigger part of our lives. As AI scrapes more data from Wikipedia, the platform’s human perspective becomes even more valuable and even more relevant.

* Additional resources:

* Wikipedia is having a renaissance in the age of AI, Vox

* @depthsofwikipedia on Instagram - Emma Marshall’s fave posts:

* Baby Jesus Theft

* Page dedicated to stereotypes of British people

* Page dedicated to Jonathan, a 193-year-old Tortoise who is the oldest known living land animal

* How Wikipedia Really Works: An Insider’s Wry, Brave Account, Forbes

* Why heritage brands are primed for a comeback, #ForYou by Melissa Blum

* TikTok’s new Local Tab and the push towards IRL connection [~21:45]. We wrapped with TikTok’s new Local tab, which surfaces nearby creators, restaurants, and events using location data. While TikTok has always been quietly local, this feature makes that functionality explicit — and aligns with broader conversations about getting people off their phones and back into real-world communities.

* Our POV: We think this move is both strategic and symbolic. Yes, local discovery unlocks new advertising and data opportunities, but it also reflects growing cultural (and legal) pressure on platforms to address overuse and addiction among young users. As influence becomes more decentralized and hyper-local creators gain traction, features like this tap into a real appetite for IRL connection over global trend-chasing.

* Additional resources:

* TikTok Launches Local Feeds in the U.S., The Verge

* 💎 Instagram gives creators the green light to repost - and why the best digital strategies lead back to real life, #ForYou by Melissa Blum

Thanks for listening! 🎧 🤍