10 trends to apply to your digital and social media strategies, now
our May trends in one place: Group chat is main character now | Threads isn't dead | Discord is the new living room | Books are the new merch, and more...
In this Wednesday’s email we’ve curated:
5 emergent trends we’ve shared throughout the month
In the full edition, available for paying members, we’ve compiled:
5 deeper dive trends we’ve shared this month to inform your larger strategy [highlights: getting on Discord, all about Reddit, how marketers can ride the celebrity book boom]
It’s the last week of May which means we’re back with another roundup of all the trends we’ve shared throughout the month [bc we polled you last month and 100% of you said this was helpful, thank you!]. As we look at the trends we’ve called out throughout May, we’ve noticed some themes: The rise of private, niche communities, adults are embracing childhood nostalgia and play, and audiences are pushing back against AI and wanting a more human touch.
Now, let’s dive in….
💬 The group chat is the main character now
We said it once [we actually stay it all the time], we’ll say it again [louder, with sources]: private group spaces are where the internet actually lives now.
Discord might be the most visible example [and yes, we’re obsessed], but the real story here is about behavior. People, especially younger millennials and Gen Z, are spending less time posting to the feed and more time in their persistent digital group chats. The ones with names like “Mouthy & Messy” or “Hot Takes + Birkenstocks,” where 12 people have been sharing voice notes, crisis texts, and late-night link trees since 2019.
Closed community spaces are replacing the timeline as the internet’s social hub. Discord servers, Slack side-channels, Geneva groups, locked Telegram threads, even Notes on Substack are the new place to be for brands looking to make authentic connections to their users.
more on what’s driving this trend and how creators and marketers can action against it here
📱Threads isn’t dead, it’s just quietly working
It didn’t take over Twitter [X if we must]. It didn’t crash under the weight of a single meme format. And that might actually be the point.
While most platforms are chasing maximum engagement, Threads is carving out space for something that feels less chaotic and a little more human. Industry folks, fashion girlies, niche publishers, and brand strategists are all quietly posting there. Not because it’s blowing up, but because it’s weirdly chill.
It’s become the place to test a take, start a convo, or post something without worrying if it’s getting screenshotted and dragged on TikTok two hours later.
Here are some quick stats:
Monthly Active Users (MAUs): 350 million globally, with 33 million in the U.S.
User Demographics: Predominantly Gen Z and Millennials; at least 50% are aged 18–34
Content Types: Text-first platform supporting links, images, and videos up to 5 minutes
Recommended Posting Frequency: 1–3 times per day for optimal engagementPlatform Integration: Seamlessly linked with Instagram; users must have an Instagram account to access Threads
insights on how to use Threads and the brands leading the way here
🧠 Duolingo’s AI-first backlash: when innovation stops listening
Duolingo just made a big move: laying off most of its contractor-based course contributors and shifting toward an “AI-first” model for new content. CEO Luis von Ahn said the brand is “no longer using contractors to do work that AI can handle,” but the reaction? Not great. Especially from the teachers, language learners, and longtime fans who helped build its cult following.
Reddit threads lit up. TikTok videos started rolling. LinkedIn think-pieces took off in the comments. And what we’re seeing is a clear disconnect between product decisions and community sentiment. While the CEO made a follow-up video on Friday addressing the “misunderstanding,” the damage has been done to the brand’s light-hearted reputation.
This moment isn’t just about Duolingo. It’s part of a growing pattern: brands rushing into AI without listening to their users [or thinking through the optics]. Everyone wants to scale content, automate workflows, and sound “innovative,” but if your brand’s emotional value comes from human warmth and playful personality, a full-AI swap is going to upset the folks who love the brand for the human touch.
read the strategic takeaways for brands here
🥎 Brand softball season is here [and everyone wants in]
Pickleball had its moment. Now it’s softball’s turn. And we’re not talking little league. We’re talking brand-backed, influencer-filled, content-ready energy [disclaimer: internal community building, sponsorship, and league participation is required].
So far in 2025:
Travis Scott hosted an HBCU celebrity softball game with Dave Chappelle, Swae Lee, and actual baseball legends like Ken Griffey Jr.
Athletes Unlimited launched a new women’s pro league with ESPN coverage and Jonathan Soros money behind it
And in LA? There’s now a creator league for every type of guy in marketing who owns cleats
This is not just summer fluff. It’s part of a bigger shift. Women’s sports are on the rise. Low-stakes athletic hangs are the new networking event. And brands are realizing they don’t need a step-and-repeat to show up in culture.
Softball is the latest example of how sports culture is becoming a space for passive branding and community building. It’s not about winning. It’s about being in the TikTok dump after the game.
read the OG trend breaking down how brands can use the trend here
🎨 Aesthetic overload: Gen Z's maximalist mood boards are driving the market
Gen Z isn't just following trends, they're curating entire identities. From the opulent "Boom Boom" aesthetic to the quirky charm of "chaotic customization," these hyper-specific styles are more than just fashion statements. These aesthetics are influencing purchasing behaviors and brand strategies.
Megan Collins's recent feature in our Thursday newsletter on the "Boom Boom" aesthetic highlighted this shift perfectly. It's not just about the clothes; it's about embodying a persona [powerful, polished, and perpetually booked]. This aesthetic, characterized by bold silhouettes and luxurious textures, has seen a resurgence, with influencers and fashion enthusiasts embracing the look as a form of escapism and empowerment.
Meanwhile, the rise of "chaotic customization" has Gen Z adorning their outfits with an array of personalized accessories. Think bag charms, patches, and DIY embellishments that make each ensemble uniquely theirs [and giving Y2K]. Not surprisingly, a recent study shows 75% of Gen Z said they’re more likely to buy a product if they can customize it.
why this matters for marketers here
Upgrade to a premium subscription to access the 5 additional trends we covered this month ⬇️
Here’s what you can expect:
Discord has become the new digital living room [Discord, it’s fast growth and how marketers and brands can get in on the fun]
Snapchat is focused on the long game [why it matters, how to effectively use it and notable creators / brands leading the way]
Kidult beverages are everywhere [Kidult beverages, the deeper feelings they trigger, and thought starter tactics to incorporate into your own strategy]
Want in with more niche communities? Reddit should be your new best friend [why and how Reddit can be integrated into your digital strategy]
How books became the new merch [the rise of the celebrity book boom and how marketers and brands can ride the wave]