Over the past year, The Feed has documented the biggest trends on social from Victory Gardens acting as a form of resistance to luxury brands partnering with the most unlikely of internet stars and, of course, the rise of Labubus. Check out the top 3 liked posts from the past year and learn why they took over our feeds.
3/ Substack: The platform where brands act as influencers
It’s Substack’s time to shine. A platform on the rise where brands are creating more intimate spaces to connect with their customers. Fashion emerged as a strong category on the site with brands like Tory Burch. They post about once a month with content varying from wishlists with product link-outs to reviews of their own shows and a recurring interview series, ‘Women At Work’.
The Tory Burch approach blurs the lines between editorial and social media. To reap the rewards of a rich community-building space, brands should behave more like influencers with dedicated time for engaging and providing fan service. Most importantly – your TOV is king – know your brand and begin world-building.
2/ How Zohran Mamdani is campaigning on authenticity & algorithms
Zohran Mamdani, a Democratic mayoral candidate in New York City, is disrupting traditional political campaigning with his funny, self-aware videos portraying him as a relatable and regular New Yorker. Whether it’s navigating the city on foot, collaborating with big social names like @subwaytakes and @bonappetitmag, or hosting a lookalike contest, his presence is a stark contrast to typical political figures.
For brands, Mamdani’s playbook underscores the critical need for self-aware content and community-centric strategies. Success now means understanding and tapping into diverse online subcultures, speaking their language, and integrating into popular entertainment formats, rather than just broadcasting messages.
1/ TikTok is turning gardening into a quiet act of resistance
Once a wartime necessity, #victorygardens – small home or community plots for growing your own fruit and veg – are making a comeback. From the 17th century Diggers movement to WWII’s Dig for Victory campaign and the enduring tradition of British allotments, people have long turned to the soil in times of crisis. Now, they’re doing it again. Faced with rising food prices, import delays, and a shaky global market, growing your own has become a modern act of resistance.
In a climate of chaos, gardening is helping people reclaim a sense of agency and control – how can brands tap into the quiet power of everyday resilience and self-sufficiency?
The Feed (@thefeed.global) is powered by We Are Social’s Cultural Insights team, tracking culture at the speed of social to maximise impact for brands.
