💎 Influencers are now competing with AI for brand deals
+Nostalgic 'dad beers' are making a comeback; And the LinkedIn creator renaissance
In this Monday’s email we’re sharing:
8 pieces of media to check out this morning [The Rise of Creator / CEOs, Big brands step back from Pride, What will define Summer 2025?]
1 trend around how consumers are dialing back on intricate craft cocktails and fancy microbrews in favor of old-school beer brands
In the full edition, available for paying members, we focus on:
LinkedIn being the #2 platform that marketers are prioritizing this year, beating out TikTok, and how it’s evolved into a powerful channel for building an audience, telling stories, and yes, landing brand deals [we highlight 3 creators doing it right and 4 ways in for brands]
💎cultural gems💎
The moments and media catching our eye…
🤖 AI influencers are gaining real followers and brand deals, sparking conversations around authenticity and ethics online.
⚖️ Remember that influencer who was suing another influencer for stealing her aesthetic? Well, she’s officially dropped the lawsuit.
💼 The new creator playbook? Build a business, not just a following. Content creators are swapping out their ring lights to be the CEOs of their own brands.
We called this trend out back in March, highlighting 3 creators who are building their own networks: The latest trend: don’t just start a podcast, create a network
🏷️ Big brands step back from Pride. You might be seeing fewer rainbows from big brands this Pride Month. About 39% say they're dialing back their public Pride efforts this year, per a recent survey of corporate executives.
🏀 Pinterest is teaming up with 2024 WNBA champs, the New York Liberty, to inspire fans and celebrate women's sports through exclusive content, in-game experiences, and community outreach.
More on why more brands should be entering the women’s sports conversation: She shoots, she scores: why women’s sports are the future of content
☀️ Summer 2025 is on the horizon, and pop culture is on the lookout for its defining label. From "Brat Summer" to "Barbie Summer," each season seeks its unique vibe—what will this year's be? Stay tuned for our prediction. Here’s a hint: 🐚 🧜♀️
🎤 Swifties rejoice! Taylor Swift has officially bought back her masters.
🏢 Many Gen Zs are souring on the idea of traditional nine-to-fives and are turning to entrepreneurship. In 2024, 18% of business owners were Gen Z, compared to 14.5% the previous year.
🔎 Google’s going full AI with new search features that answer your questions directly, cutting out the need to click links. Cool for users, not so cool for publishers who fear fewer eyeballs and more AI errors.
👨🏻Dad beers are officially back [and craft beer is feeling the hangover]
Craft breweries had their moment [we’ll always remember you, 2010s IPA craze], but lately, classic, no-frills “dad beers” like Coors Banquet, Miller High Life, and Pabst Blue Ribbon (PBR) are staging a nostalgic comeback [and the numbers back it up]. Don’t just take our word for it, this /beer Reddit thread says it all.
Craft beer saw its largest decline ever last year, dropping by 4% according to the Brewers Association [ouch]. Meanwhile, imports rose by 10%, and flavored malt beverages jumped almost 16% [we see you, SunnyD Seltzer]. Translation: drinkers are swapping double-hopped complexity for the simple joy of cracking open something cold, reliable, and decidedly dad-ish.
TikTok is also toasting the dad beer revival. Content creators like Schooner Scorer are pulling millions of views with funny takes celebrating the straightforward charm on his hunt for the perfect pint [because sometimes you just want beer that tastes… like beer]. His go to favorite is a classic Guinness.
Tiktok failed to load.Enable 3rd party cookies or use another browser
Bars are noticing the shift too. Consumers are dialing back on intricate craft cocktails and fancy microbrews in favor of old-school beer brands with throwback cans [recession indicator??]. Nostalgia-driven marketing is fueling this trend, with retro-inspired campaigns from brands like Miller High Life playing directly into younger generations' appetite for authenticity and vintage aesthetics. Taylor [@taylorkh12] went viral [3+million views] earlier this year with her “Coors Light: A Tribute to Dads Everywhere” post featuring her dad at restaurants ordering his signature brew.
Tiktok failed to load.Enable 3rd party cookies or use another browser
Why should marketers and brands pay attention? There is a major cultural reset happening right now around the beverage revolution. This return to simpler, nostalgia-fueled tastes speaks volumes about millennial and Gen Z desires for authenticity, affordability, and uncomplicated enjoyment. [And yes, it also ties into the booming popularity of dadfluencers]. Keep an eye out for Thursday’s newsletter, where we’ll dive deeper into why dad content is taking over your feed.
Is LinkedIn the new creator hotspot?
Think LinkedIn is just a digital résumé and promotion platform? Think again. In 2025, it’s where creators are cashing in, marketers are turning the dial up, and brand deals are happening. LinkedIn is now the #2 platform that marketers are prioritizing this year, beating out TikTok. The “Excel of social media” just got interesting—and if you're not paying attention, you could be missing the next big content gold rush.
We’re breaking down the creators who are currently seizing the moment and 4 ways for brands on how to lean in for paid subscribers below ⬇️