💎Stop chasing views: Long-form content is converting, and brands are paying attention
+How American Girl Dolls build an empire, why Rare Beauty’s Substack works, how LinkedIn posts are turning into leads, and the SEO playbook your socials need
In this Monday’s email we’re sharing:
6 articles to check out this morning — from the rise of Caftailing to how American Girl Dolls built an empire by ignoring focus groups, plus a deep dive on why summer 2025 is falling flat after last year’s Brat Summer.
In the full edition, available for members, we look at:
2 cultural gems you need to know — how women are turning Substack into seven-figure empires, and the seismic shifts Gen Z is driving in consumer behavior and brand loyalty
Why long-form content is making a powerful comeback — see how top brands and platforms are doubling down on storytelling that actually converts.
Social platforms are the new search engines — we reveal why SEO optimization on your social content is now mission-critical, and how to get it right.
Recent standout case studies: HBO Max’s bold social rebrand, the rise of ‘dad creators’ breaking through the noise, and one creator who landed her biggest meeting from a viral 3,000-view TikTok.
💎cultural gems💎
The moments and media catching our eye…
🪆 Stop asking your audience ‘What do you want?’ — instead dig into what’s tripping them up. Because if you solve real pain points, you strike gold.
takes a look at how American Girl Dolls built an empire by ignoring focus groups.🎶 Where’s the song of the summer? Coming out of Brat summer last year, summer 2025 is falling flat music-wise.
🍹 Caftailing is this summer’s new vibe—think rocking your brightest caftan (Grandma‑approved) while sipping spritzes at a daytime porch party.
💚 Congratulations to MTD client GoFundMe on the launch of their Creator Program, a moment many months in the making. If you’re a creator looking to make a positive impact with your platform, check it out and apply! ⬇️ (and feel free to reach out to us directly with any questions).
👕 Billie Eilish and her mom, Maggie Baird, are tackling concert merch waste by upcycling 400,000 unsold T-shirts into new 100% recycled cotton shirts.
we broke down the rise of thrifting and the creators and brands leaning in: How thrifting has created a new wave of businesses and creative expression
✈️ If you have summer travel plans with kids, check out our clients Wooby & Fotty on YouTube for low stimulation, educational content… perfect for long travel days [by
]:
Beyond the paywall…
We’re sharing our final 2 cultural gems articles that you need to start the week and dive into two rising trends:
Short-form fatigue is real. We break down why carousels, Substack essays, and brand-led storytelling are converting better than short-form, and how Rare Beauty, Salesforce, and Adobe are using longer formats to build trust, boost conversions, and drive lead gen. Includes 3 tactical moves to incorporate if you want your content to work harder in 2025.
Social is the new search—Every major platform is optimizing for discoverability, from TikTok’s new keyword rules to Instagram’s Google indexing. We lay out what this shift means for your content and how to quickly update your captions, bios, and visuals for better reach (without sounding like a robot).