What happens when pop stardom, space travel, and corporate cheerleading collide in 2025?

Katy Perry’s recent Blue Origin space flight has triggered one of the year’s clearest case studies in backlash culture and brand volatility.

Meant to be an inspirational moment—spotlighting female astronauts and “empowering content”—Perry’s journey quickly veered off course as fans and followers questioned the timing, tone, and context. The controversy was amplified by a viral Wendy’s tweet and fueled by mounting critiques of celebrity-brand alignment in a climate-conscious, crisis-aware digital world.

Want to dig in even deeper? Check out the ListenFirst Quick Service & Fast Casual Restaurants brand set to see more about Wendy’s and the competitors vying for social greatness.

---

Backstory

Blue Origin x Katy Perry

Founded by Jeff Bezos in 2000, Blue Origin is a private aerospace company focused on commercial space tourism. While often positioned as a symbol of technological progress, the brand has come under fire for its environmental impact, billionaire-centric model, and the perceived frivolity of space travel in the face of urgent crises on Earth.

Katy Perry, known for her chart-topping pop hits and flamboyant persona, has long positioned herself as a cultural chameleon, pivoting from playful bubblegum pop to polished pop activism. In 2025, she joined Blue Origin’s first all-female crew, a mission framed as both historic and empowering. Her participation was intended to highlight inclusion and possibility, but it also spotlighted the growing gap between celebrity spectacle and public perception.

This moment also resurfaced Perry’s long history of public controversy. Over the years, she’s faced accusations of tone-deaf performances, culturally insensitive visuals, and even inappropriate on-set behavior, including allegations of sexual harassment that resurfaced in a 2019 report from Vice & Paper Magazine. While Perry has not really responded directly to these claims, they’ve contributed to an ongoing perception that her brand of empowerment can, at times, ring hollow. Critics have noted a recurring pattern: messaging that aims to be empowering but is often perceived as lacking nuance or empathy in execution.

It also came at a moment when Perry was already facing scrutiny. Her latest album, 143, has underperformed both critically and commercially. Lead single “Woman’s World,” a track intended to be a feminist anthem, stalled at No. 63 on the Billboard Hot 100. Fans and critics questioned not only the track’s message but also her decision to work again with controversial producer Dr. Luke. Though Perry framed the song as empowering, many saw the collaboration as a misstep—undermining its intended message.

Coupled with lackluster follow-up singles and an album rollout described as “uncommonly messy,” the space flight—and its accompanying brand spectacle—landed within a cultural climate already skeptical of Perry’s current positioning. Rather than functioning as a triumphant cultural moment, the Blue Origin launch became entangled in a broader narrative: a pop star navigating a shaky comeback in an era that demands more authenticity and accountability.

Would the same scrutiny have been placed on Chappell Roan or Britney Spears? There’s no way to know, but it raises important questions about who gets cultural grace during a misstep. Perry’s high profile, history of calculated pop comebacks, and perceived dissonance between message and execution made her a particularly easy target in a social media ecosystem that thrives on contradiction.

Wendy’s

Founded in 1969 in Columbus, Ohio, by Dave Thomas, Wendy’s has long positioned itself as the witty, rebellious alternative in the fast-food space. Known for its square burgers, signature Frostys, and “fresh, never frozen” messaging, the chain became a cultural mainstay in part due to its irreverent advertising. In the digital era, that voice has carried over to social media, where Wendy’s has carved out a distinct identity built on snarky comebacks and meme-friendly humor. Its social strategy—once praised as groundbreaking—has occasionally crossed the line, raising questions about tone, timing, and the fine balance between boldness and backlash.

---

What’s Happening?

On April 14, 2025, Katy Perry posted a video from her Blue Origin flight, captioned:

“Still processing this incredible journey… making room in space for all – 143”

The video drew 1.7M likes on Instagram but also tens of thousands of critical comments, including:

• “Nothing like the elite sending the elite to space.”
• “You guys could’ve fed millions of people with all that money!”
• “Us: sipping oat milk through soggy paper straws / Them: launching Katy Perry into space.”

Just hours later, Wendy’s posted on X:

“I kissed the ground and I liked it” (a play on Perry’s own lyrics), racking up 166,216 engagements.

Many users called the tweet “tone-deaf,” “brand cringe,” and “trying too hard to stay relevant.”

The brand didn’t stop there. On April 14 alone, Wendy’s posted a series of snarky follow-ups:

While some posts drew praise from fans of Wendy’s trademark sass, others sparked frustration over the brand’s overuse of levity around a moment increasingly seen as culturally tone-deaf.

According to ListenFirst data:

Perry lost 504,000 followers across platforms in 3 weeks after the announcement, with the most significant single-day drop occurring on April 15th, 2025—the day after the Blue Origin slight and Wendy’s tweet thread, with a combined net loss of -51,309 followers.

Engagements rose +127%, but much of it was negative sentiment or parody

Public impressions surged +236%, and video views jumped +215%

Wendy’s saw a different kind of attention:

Lost 23.6K followers in the same period (-64% compared to previous)

Engagements rose +58%, totaling 360K, and public video views hit 4.28M (+472%) — largely attributed to the viral tweet thread

Public impressions surged +501% to 24.5M, though it’s unclear whether the follower loss is directly tied to the tweets or part of a broader trend

The backlash escalated further when an anonymous source, quoted in People, criticized Wendy’s for using its platform to “publicly demean a woman” and called for an apology to Perry. “Wendy’s didn’t make a joke—they made a choice,” the source said, adding that it was “painfully ironic” coming from a brand whose mascot is a woman.

In a public statement to People, Wendy’s responded: “We always bring a little spice to our socials, but Wendy’s has a ton of respect for Katy Perry and her out-of-this-world talent.”

The Blue Origin flight, which featured the first all-female crew, included journalist Gayle King, pilot & partner of Jeff Bezos Lauren Sánchez, former NASA scientist Aisha Bowe, bioastronautics expert Amanda Nguyen, and producer Kerianne Flynn. Still, the trip drew criticism for its environmental impact and cost.

Media outlets like Yahoo and E! News piled on with headlines questioning Perry’s public image, while old controversies resurfaced, including accusations from Trace Cyrus over copying Miley Cyrus’s aesthetic.

---

Brand/Marketer Implications

This isn’t about space—it’s about perception vs. intention, and what happens when a brand (or celebrity) misreads the room:

Risk #1: The “Empowerment” Playbook is Worn Thin

Perry’s caption framed the space flight as inclusive and inspirational, but audiences, especially Gen Z, are increasingly skeptical of billionaire-led stunts that are presented as altruistic or empowering. In this case, the backlash wasn’t just about the spaceflight; it was about the dissonance between the elite nature of the act and the message of universal empowerment. For brands, this moment echoes past critiques—like the backlash to “pink” consumerism or Nike’s celebration of female athletes while failing to support them behind the scenes. When empowerment is used as a brand wrapper for privilege, the gap between message and reality becomes the story.

Risk #2: Reactionary Posting by Brands = Dangerous

Wendy’s tweet thread was on-brand for their social tone, but poorly timed for the cultural mood. Their post generated a major spike in impressions and video views, but also led to significant follower loss and criticism that undercut their intended humor.

Risk #3: Engagement ≠ Endorsement

Yes, impressions and video views spiked for both Perry and Wendy’s—but net sentiment declined, followers dropped, and Perry’s relatability rating (qualitatively measured through TikTok and comment sentiment) took a hit.

Platform & Cultural POV

This controversy taps into platform-specific backlash mechanics:

TikTok: Dozens of viral stitches and duets mocked the launch with soundbites like “Eat the rich” and memes on “late-stage capitalism.”

Reddit: Threads across the platform, posted on subreddits such as r/AskFeminists, dismissed the flight as a “stunt” with a top comment simply saying, “It wasn’t a ‘feminist’ space flight. It was a celebrity publicity stunt. Women =\= feminist.” Other comments resurface old articles where Katy Perry referred to herself as an “environmentalist” with added eye-roll emojis.

Instagram: High-profile comments and verified creators (e.g., @melaniiemurphy’s viral oat milk joke) amplified the irony of eco-conscious fans watching a pop star launch into space.

X: Fast-moving memes and sarcastic replies outpaced traditional media coverage. The Wendy’s thread itself became a meme template, with replies mocking both the brand and Perry’s messaging.

We’re seeing a breakdown in the “relatable celeb” model. The same platforms that built Perry’s cultural capital are now surfacing the tension between fame and relevance.

---

Key Takeaways for Marketers

🔍 Reputation > Reach: Katy Perry’s post reached millions, but follower loss shows attention isn’t always positive.

🛌 Pause Before Posting: Brands should think beyond real-time engagement and ask: Does this moment match our values?

🎯 Tone > Timing: Wendy’s tweets hit the wrong note at the wrong time. Be funny, but not flippant—especially around loaded topics.

📉 Monitor Fan Sentiment, Not Just Metrics: KPIs can mislead. Qualitative analysis of comments and creator response is just as critical.

🚀 “Empowerment” Isn’t a Free Pass: Space travel, climate optics, wealth signaling—it’s all up for scrutiny. Brands need to contextualize or risk blowback.

---

Final Thought

In 2025, virality without values is a risk. As the backlash cycle speeds up, the question for marketers isn’t just “how loud can we be?” but “do we know what we’re echoing into?”

---

Wendy’s Public Social Stats as of April 20th, 2025

Wendy’s data is sourced from the ListenFirst Quick Service & Fast Casual Restaurants brand set.

---

Want more deep dives like this? Make sure to subscribe to our weekly newsletter, LF Pool Party, for everything social media professionals need to know to make their strategy a 10/10.

The Factory Feed: How TikTok Is Rewiring the Fashion Narrative From the Inside Out

For decades, luxury fashion relied on mystique: heritage branding, vague references to craftsmanship, and the aura of exclusivity. But TikTok isn’t buying it anymore.

A wave of Chinese manufacturers is going viral by revealing what they claim are iconic designer goods’ true origins — and costs. From $5 Lululemon-style leggings to $50 Louis Vuitton lookalike bags, the message is clear: skip the markup, skip the middleman, and buy straight from the source.

This is more than a fleeting trend. It’s a full-on social and economic narrative shift. On a platform where the algorithm rewards transparency, curiosity, and chaos, these factory-floor TikToks are exposing the fault lines in luxury fashion’s foundation.

---

China’s TikTok Factory Invasion: A New Front in the Trade War

One of the most prominent figures fueling this trend is TikTok creator @senbags2, whose videos have garnered millions of views before being taken down. In one viral post, he claimed that 80% of luxury handbags are made in China — a statement that resonated widely with TikTok audiences despite sparking controversy. His videos often featured virtual tours of bustling factory floors and claims of insider access to production lines used by top luxury labels. While brands have refuted these claims, the content’s popularity reflects a broader public appetite for what feels like a peek behind the curtain.

Many of these viral TikToks are a direct response to recent trade tensions. As the U.S. ramps up tariffs on Chinese imports (with proposals of up to 145%), factories and creators in China are fighting back — not through politics, but through content.

The result? Highly produced videos, factory walk-throughs, and influencer partnerships showcasing how and where luxury goods are really made. Some call it marketing. Others call it propaganda. Either way, it’s working.

With over 10 million views, one video claims to sell yoga pants made on the same production line as Lululemon for $5-$6. Another shows a Louis Vuitton-style bag being stitched in a brightly lit factory, offered to TikTok viewers for $50. Many videos directly reference American consumers, urging them to buy before tariffs drive prices even higher.

Factory workers have begun revealing tags and labels marked “Made in China” on products from well-known American fashion brands—challenging long-held perceptions of domestic craftsmanship and raising questions about origin transparency. AI-generated satire clips — like Trump and Elon Musk assembling sneakers — add an extra layer of spectacle to the mix.

This isn’t just about access; it’s about power. As one creator put it, “We make all the cards.”

---

From Exposure to Explosion: The Rise of F2C (Factory to Consumer)

The trend has sparked explosive growth for platforms like DHgate, which shot from #352 to #3 in the U.S. App Store overnight. TikTok Shop and other grey-market channels are also booming, as consumers flock to buy goods that appear nearly identical to luxury products for a fraction of the cost.

It’s the logical next step in a world trained by DTC (direct-to-consumer) marketing. Consumers, especially Gen Z, are no longer content with accepting brand storytelling at face value. They want to see the supply chain. They want to know who’s making their goods, where, and for how much.

This aligns with Gen Z’s shift toward de-influencing, quiet luxury, and values-based shopping. The flex is no longer the logo. It’s the knowledge.

Additional reporting from Chinese publication Jing Daily notes that while some of the claims made in these videos may exaggerate or misrepresent brand affiliations, the trend has still managed to reshape consumer perceptions — both inside and outside of China. They highlight how this type of content walks the line between myth-making and truth-telling, with some factories using savvy marketing tactics to suggest ties to top luxury houses without explicitly naming them. The result is a form of “strategic ambiguity” that resonates with curious, price-sensitive audiences eager to believe there’s a cheaper, smarter alternative to traditional luxury.

Reporting from the Australian Financial Review further illustrates how some of these videos take viewers inside Chinese factories that purportedly produce for major luxury brands. These clips often blend real production insight with sensational claims, feeding a broader narrative that encourages viewers to bypass traditional retail channels and purchase directly from manufacturers. The videos—ranging from satirical to informative—capitalize on TikTok’s visual immediacy to build a compelling storyline about cost, origin, and access. The impact lies less in verifying claims and more in shaping how users feel about brand markup, exclusivity, and transparency.

---

What the Internet Thinks: Transparency vs. Propaganda

Reddit comments on the trend highlight the divide. Some praise the transparency:

“There are higher tier reps from specific factories in China that source high quality material that is the same level as designer brands.” – u/Excellent-Baker8390

“There’s a misconception pushed through racist Western propaganda that Chinese always = bad… the workers are most likely Asian, and many times Chinese.” – u/MozuF40

Others are more skeptical:

“Sometimes they claim to make Birkins or LV bags. I live near Hermès workshops that produce them — and I’m very much not in China.” – u/Spiritual-Pumpkin473

“This is definitely Chinese propaganda. Gullible people are buying right into it.” – u/Swimmingindiamonds

Either way, consumer behavior is shifting. Social platforms are now the battleground where brand perception is made and unmade.

---

The Rise of Factory Content Creators

While Chinese factories lead the charge, a growing class of content creators is helping fuel this new obsession with how things are made. One standout is William Lasry, founder of Glass Factory, a social-first platform that showcases vetted manufacturing partners.

Lasry gained traction by posting videos about where popular streetwear brands manufacture their goods. His platform now has:

• 487K TikTok followers
• 112K Instagram followers
• 100M+ video views across channels

Glass Factory’s motto, “No more gatekeeping,” reflects a cultural shift toward radical transparency. Lasry and his team vet factories based on quality, ethics, and labor conditions, and they highlight both trusted partners and red flags. Their work underscores the growing demand for behind-the-scenes knowledge, especially from Gen Z consumers and aspiring fashion entrepreneurs.

---

What Luxury Brands Can Do to Respond

This wave of TikTok-fueled transparency isn’t going away. To stay competitive and credible, luxury brands need to evolve their communication strategy and operational storytelling:

• Own the narrative with controlled transparency. Highlight your supply chain in a way that feels authentic, not defensive. Offer factory footage, worker stories, and ethical sourcing proof before someone else does.
• Invest in selective visibility. Not every part of the process needs to be revealed, but being candid about materials, labor standards, and production partnerships builds trust.
• Partner with credible creators. Tap into the movement by collaborating with supply chain-focused influencers who can authentically vouch for your brand’s practices.
• Reinforce the “why” behind the price. Show your audience what goes into your product beyond stitching—design heritage, innovation, fair labor, sustainability. Don’t just sell a logo, sell the legacy.
• Embrace localization with global honesty. If you produce in China or other lower-cost regions, don’t hide it. Contextualize it. Show why your factory is exceptional, not shameful.

In a world where transparency is a currency, brands must treat their supply chain like a front-facing asset—not a liability.

---

What This Means for Fashion Brands and Marketers

• Narrative control is over. Brands no longer own their story. The supply chain is now content.
• Transparency is the new luxury. Gen Z wants receipts, not rhetoric.
• Social commerce is borderless. TikTok and DHgate are building a shadow fashion economy that bypasses traditional channels.
• Brand trust is up for grabs. In a world of instant exposure, even heritage brands are vulnerable.

For marketers, it’s no longer enough to talk about values. You have to show them on camera, in real-time, on the very platforms where your customers are being re-educated.

---

Final Thought

The fashion world has always sold a dream. But on TikTok, the dream is being decoded, dissected, and in some cases, dismantled. Luxury isn’t dying — it’s being redefined. And the factory floor, once hidden behind brand mystique, is now center stage.

---

Luxury brands on social, ranked by Engagements for April 9th 2025 – April 15th 2025

---

Want more deep dives like this? Make sure to subscribe to our weekly newsletter, LF Pool Party, for everything social media professionals need to know to make their strategy a 10/10.

The State of Gaming on Social: Why 2024 Marked a Major Reset for Video Game Marketing

The video game industry in 2024 stood at a powerful inflection point. Globally, the industry generated a staggering $184.3 billion, showing a slight but telling 0.2% year-over-year increase, according to GamesIndustry.biz. That kind of steady growth amid a rapidly shifting digital and economic landscape signals one thing: the market is maturing. And with maturity comes the need for smarter, more strategic engagement—especially on social.

With over 190 million Americans playing video games weekly (ESA), and 95% of game purchases now happening digitally (GamesIndustry.biz), reaching players online is no longer just one tactic among many—it’s the entire playing field.

To thrive in this new era, brands must align their marketing strategies not only with player behavior and platform trends but also with evolving community values and content preferences. Three reports—ListenFirst’s 2024 State of Social: Video Game Industry, ESA’s 2024 Essential Facts, and GamesIndustry.biz’s Year in Numbers—lay out the data brands need to adapt and lead.

---

The Players Have Changed. The Way We Reach Them Must, Too.

Gamers aren’t who they used to be. Today’s average player is 36 years old and has been gaming for nearly 17 years (ESA). They’re not just teenagers in basements anymore—they’re professionals, parents, partners, and highly engaged digital consumers. In fact:

• 83% of parents say they play games with their children.
  
• 74% of players game with others, either online or in person.
  
• 53% say gaming has helped them make lasting memories.
  
• 39% report meeting a close friend or partner through games.
  

Gaming is now one of the most powerful cultural connectors—something not lost on marketers. And yet, many brands still rely on outdated strategies that don’t reflect the emotional and social depth of modern gaming communities.

---

TikTok and Instagram Are the New Frontlines

On the surface, X may seem like the heart of gaming chatter—it had the highest post volume from publishers in 2024 (ListenFirst). But dig into the data, and its influence is clearly waning:

• X saw a -18% YoY decline across all major metrics.
  
• Engagements and views dropped sharply despite high content output.
  

Meanwhile, TikTok and Instagram emerged as powerhouses:

• TikTok: Only platform to grow across engagements (+16%), video views, and response rate (0.92%). It also boasted the highest average video response rate at 15.7%.
  
• Instagram: Led in total engagements, with spikes tied to major events like Gamescom. It had the second-highest response rate at 0.39%.
  

Activision Blizzard, for example, reduced its TikTok post volume by 71%, yet saw a +117% spike in engagements and +75% follower growth on the platform. Meanwhile, its X performance plummeted across every key metric.

These results reflect a bigger truth: audiences are migrating, and marketers need to follow them. TikTok’s short-form video content and participatory culture offer unique, high-impact ways to connect with gaming communities—especially younger ones.

---

Video Reigns Supreme Across Platforms

It’s no surprise that video content dominated in 2024. According to ListenFirst, video accounted for +82% of total content volume and led in both engagement and response rate across every major platform. TikTok and YouTube drove the highest monthly video views, with viewership peaking in June, likely timed to coincide with major gaming reveals and trailers.

From teaser drops to behind-the-scenes development clips, audiences aren’t just watching—they’re responding. On TikTok, the average response rate for video posts was over 15%, signaling just how powerful native, short-form video can be in driving real-time interaction.

Yet despite the format’s success, not every platform can keep up. Facebook and Twitter struggled to deliver competitive video engagement or meaningful growth. Even brands with high post volumes on these channels saw underwhelming results unless they diversified and optimized content format.

---

More Posts ≠ More Fans

One of the most critical insights from ListenFirst’s report is a wake-up call for overactive content teams: posting more does not mean gaining more followers.

In fact:

• Brands that posted 10% above the industry average experienced user fatigue and declining engagement.
  
• Those who kept post volume within 5% of the industry norm saw higher viewership and more sustained interaction.
  
• Post volume had zero correlation to fan growth.
  

This supports a shift in mindset from quantity to quality. It’s not about how often you show up—it’s how intentional your content is when you do.

---

Mobile Gaming Leads in Both Play and Profit

From a revenue perspective, mobile gaming dominated 2024. Per GamesIndustry.biz:

• Mobile accounted for $92.5 billion in revenue—50% of the global total.
  
• It was the only segment to grow (+2.8%), while console and PC revenue dipped.
  
• The top mobile game? MONOPOLY GO!, earning $2.47 billion, ahead of Candy Crush and Roblox.
  

This aligns with the ESA’s report, which found that 78% of gamers play on mobile, a massive jump from just 33% a decade ago. Mobile is no longer just an “entry-level” platform—it’s where the most diverse, engaged, and accessible audiences live.

---

Games Are Emotional, Social, and Human

If there’s one thing all three reports agree on, it’s this: gaming is no longer just about play—it’s about connection.

• 72% of players believe games build community (ESA).
  
• 73% say games introduce them to new people.
  
• 67% play for fun. 68% play to relax or relieve stress.
  
• Across generations, players consistently cite games as sources of joy, cognitive stimulation, and emotional support.
  

This emotional dimension fuels the most successful social content. Brands like PlayStation leaned into nostalgia and fandom with Helldivers 2 and PS5 Pro promotions, becoming 2024’s top publisher in total followers and engagements—even with a reduced posting volume.

It’s no longer enough to announce a release date. Today’s audiences expect content that sparks joy, builds relationships, and feels like it was made for them.

---

So What’s Next?

The U.S. gaming industry contributed nearly $66 billion to GDP and supported more than $101 billion in total economic impact in 2023. And with Gen Alpha emerging as the next wave of players—and creators—the stakes are only getting higher.

To stay ahead, marketers must:

• Lean into video-first strategies, especially on TikTok and YouTube.
  
• Embrace mobile as a primary engagement platform, not a secondary one.
  
• Optimize content volume for sustainability and audience receptivity.
  
• Prioritize emotional storytelling and community engagement over announcements and updates.
  

In short, treat social not as a megaphone—but as a gaming console in itself: an interactive, dynamic space where stories unfold, identities are formed, and relationships thrive.

---

📥 Want to go deeper?

Download the full 2024 State of Social: Video Game Industry report for detailed platform-by-platform insights, top publisher strategies, and creative trends shaping the future of video game marketing.

---

Want more deep dives like this? Make sure to subscribe to our weekly newsletter, LF Pool Party, for everything social media professionals need to know to make their strategy a 10/10.

Performance vs. Brand Awareness? Brand Builds the Hype. Performance Seals the Deal.

Brand builds the hype. Performance seals the deal. The smartest marketers know you need both.

For years, marketers have felt forced to choose between building long-term brand equity and chasing short-term ROI. But new insights from TikTok + Tracksuit, Ogilvy Social.Lab, and Pretty Little Marketer reveal a reality where both are not only possible but essentially codependent. In the age of social-first discovery and “messy middle” decision-making, the brands that win are the ones that seamlessly blend storytelling with selling.

So why are so many still treating them like a trade-off? And more importantly — how do we bring them together, and who’s already doing it best?

---

1. Brand Awareness Fuels Performance

For years, performance marketing promised immediacy: clear metrics, fast ROI, and the ability to track every click. But new research is exposing the limits of that approach — especially when it’s done in a brand vacuum.

Recent findings from the Awareness Advantage report, a collaboration between Tracksuit and TikTok, illustrate this shift vividly. The study analyzed 147 brands and found that conversion efficiency — not click-through rate — is the true growth unlock, and that it is deeply tied to brand awareness.

Key insights:

• Brands with high awareness (~60%) achieved 2.86× higher conversion rates than those with low awareness (~20%).
  
• Even a modest jump from 30% to 40% awareness led to 43% more efficient performance.
  
• CTR showed no correlation with brand awareness. But CVR (conversion rate) did.
  

The biggest jump in conversion efficiency happened when brands crossed the 37% awareness threshold — a critical tipping point where familiarity drives action.

Performance media often gets more expensive as a brand scales. Brand awareness helps offset rising costs by making every impression more efficient. Think of it as a multiplier: the stronger the brand, the better performance media performs.

The Real KPI? Conversion Efficiency.

Marketers are now encouraged to move beyond CTR and consider CVR and return on ad spend (ROAS) in the context of brand health. Emerging models — like ADBUG (Advertising Brand Uplift Gains) — help quantify how much of performance success is attributable to brand equity versus audience targeting or creative execution.

It’s a major mindset shift. And it’s backed by data.

“Brand is the foundation on which performance success is built. The stronger the brand, the stronger the foundation.”
— TikTok Marketing Science team

As TikTok’s Head of Marketing Science said, “If we want to maintain efficiency as we grow our performance marketing, we need to grow our brand awareness in tandem.”

---

2. Social Search Is the New SEO

Social platforms have undergone a quiet revolution. They’re no longer just places to connect with friends or scroll passively. Increasingly, TikTok, Pinterest, Instagram, and even Reddit are being used as search engines.

According to Pretty Little Marketer’s Rise of Social Search report:

• 40% of Gen Z use TikTok as their primary search tool
  
• Pinterest processes over 5 billion searches a month
  
• Instagram’s Explore page has evolved into a visual search layer
  

Consumers now use TikTok for product reviews, Pinterest for planning, and Instagram to validate brand credibility. Their path to purchase is non-linear, fluid, and full of cross-platform exploration. This behavior demands content that’s searchable, snackable, and story-driven.

Tactics for social search:

• Use platform-native phrases and trending terms in captions and voiceovers
  
• Write hooky, keyword-rich headlines in the first line of posts
  
• Build content around questions your audience is actively searching
  

When your brand shows up in those micro-moments of curiosity or need, you’re no longer just building awareness — you’re meeting intent.

---

3. Emotional Resonance Drives ROI

Gen Z doesn’t convert without connection. According to Tumblr’s community study, 85% of Gen Z expects brands to foster a sense of belonging. They reward brands that participate in culture, show vulnerability, and create shared experiences — not just push products.

Performance tactics alone won’t break through if the brand isn’t relatable, trusted, or memorable.

Examples:

• A TikTok creator’s low-fi story about struggling with acne — and how a brand helped — performs better than a polished ad.
  
• A carousel that says “What I wish I knew before switching to mineral sunscreen” earns saves and shares and drives sales.
  
• Brands that comment back, repost fan content, and co-create moments deepen community and brand equity.
  

When brand and performance work together, you get conversion that sticks.

---

4. Content Strategy Is Always-On and Built for Discovery

Forget 12-month content calendars. Today’s leading brands operate with a layered, agile content strategy:

• Evergreen: Educational and searchable content built for long-term discovery (e.g., “3 ways to wear one blazer”).
  
• Cultural Big Bets: Moment-driving campaigns or creator collabs (like CeraVe’s Michael Cera stunt).
  
• Responsive Content: Timely posts that tap into trends, memes, and cultural conversation.
  

Ogilvy recommends brands reserve 15–25% of their content budget for real-time, experimental content. This allows space to test what resonates organically — and scale winners with paid support.

And with the rise of social search, every piece of content should be built for discoverability:

• Keyword-forward captions
  
• Subtitles and text overlays
  
• Platform-specific formatting and tone
  

Today’s best-performing content isn’t always the most polished—it’s the most timely, useful, and culturally fluent.

---

5. Social Is the Growth Engine

Social isn’t just a channel — it’s the connective tissue powering the full marketing funnel.

It informs product development, amplifies campaigns, builds communities, and drives direct sales. The most innovative brands now launch first on social and then extend across paid, PR, and in-store.

Two perfect-case examples:

• Heinz’s “Seemingly Ranch” product drop (March 2023) came directly from a viral TikTok moment — and sold out.
  
• McDonald’s “WcDonald’s” anime campaign (February 2024) tapped fan culture to drive massive in-store and digital traffic.
  

Social isn’t just where the conversation starts — it’s where brand and performance converge.

---

Final Thoughts: Stop Choosing — Start Blending

The takeaway for modern marketers?

It’s time to retire the false binary of brand vs. performance. In a world where consumers discover products through TikTok reviews, validate trust on Instagram, and make purchases through social storefronts — brand and performance aren’t separate efforts; they’re sequential and often simultaneous steps in the same journey.

The most future-ready brands don’t just balance these disciplines — they blend them into unified strategies that evolve with consumer behavior. That means:

• Building content that’s emotionally resonant and action-oriented
• Investing in brand equity to fuel performance ROI
• Designing for discoverability at every stage — from search to story to swipe
• Measuring success with full-funnel metrics, not just last-click attribution

This shift doesn’t require abandoning performance goals or ignoring brand consistency. It demands a more sophisticated, audience-first approach that prioritizes relevance, agility, and human connection.

Because when performance marketing is backed by trust, and brand storytelling is backed by intent, you’re not just reaching people — you’re moving them.

Brand converts best when it’s discoverable. Performance scales fastest when it’s trusted.

The future of marketing isn’t a balancing act — it’s a fusion. And the brands that embrace that fusion will be the ones that grow faster, last longer, and mean more to the people they serve.

---

Want more deep dives like this? Make sure to subscribe to our weekly newsletter, LF Pool Party, for everything social media professionals need to know to make their strategy a 10/10.

The Death of Authenticity: How Social Media and Branding Are Evolving in the Post-Authenticity Era

For over a decade, social media has been the playground of brands seeking to connect with consumers in a relatable and “authentic” way. From the millennial-era obsession with transparency to the rise of corporate meme accounts, brands have consistently attempted to humanize themselves and appear as trustworthy “friends” online. However, as audiences grow more skeptical and algorithm-driven engagement shifts the digital landscape, we are entering a post-authenticity era—where brands must move beyond relatability and embrace storytelling, world-building, and immersive experiences to remain relevant.

The Death of Authenticity: Why “Relatable” Branding No Longer Works

Wendy’s Official X Profile

Not long ago, authenticity was the holy grail of social media marketing. Consumers, particularly millennials, demanded that brands be “real”—transparent, vulnerable, and engaging in a way that felt human. This led to a golden age of casual, witty, and self-aware corporate social media accounts. From Wendy’s snarky Twitter responses to Duolingo’s absurdist TikToks, brands found success by acting like an internet-savvy best friend.

But over time, this strategy became overused and predictable. When every brand adopts the same irreverent, relatable tone, none of them stand out. What once felt fresh and rebellious quickly turned into formulaic marketing speak—a strategy that consumers can now see through.

Joe Burns, strategist at Quality Meats Creative, critiques this shift in “Why Everyone Sounds Like Your Cool Friend™”, stating: “What was fresh is now formulaic… When every brand adopts a ‘witty, playful, and friendly’ tone, ‘witty, playful, and friendly’ becomes the generic tone for brands.” 

This sentiment is echoed by Miranda McWeeney, ListenFirst CEO, who explains, “For years, brands were obsessed with sounding human—casual, witty, and ‘real.’ But now, many brands sound the same, and consumers see right through it. The next wave of brand marketing isn’t about being relatable; it’s about being unforgettable. It’s a steeper hill to climb, but it’s a long game.” The mass adoption of this persona means that brands who try to sound unique actually blend into the noise.

Today, younger audiences, particularly Gen Z, are rejecting the concept of authenticity as a corporate strategy. Instead of seeking “realness” from brands, they crave fiction, immersion, and spectacle. This shift signals the death of social media authenticity as we knew it and the rise of a new era of branding that leans into storytelling and experience rather than forced relatability.

Authenticity as Performativity: The Illusion of the “Real” Online

r/InstagramReality

The concept of authenticity on social media has always been problematic. According to Allan S. Taylor’s “Authenticity as Performativity on Social Media,” authenticity is inherently performative, meaning it is not an innate quality but a carefully curated act. The digital space forces both individuals and brands to perform authenticity rather than exist as authentically “real.”

Taylor writes, “Authenticity, or the desire for it, is clearly a cultural trend that cannot be ignored” and argues that in social media, authenticity is often just a constructed performance rather than a genuine trait. He introduces the concept of performative authentism, where brands and influencers attempt to appear “real” through carefully orchestrated strategies, from casual Instagram captions to behind-the-scenes TikToks. But as consumers become more aware of how authenticity is being manufactured, they are increasingly rejecting it as a marketing approach.

Memetic Aesthetics and the Fragmentation of Online Culture

Bagel Bites attempts to jump into the Meta Meme Aesthetic to appeal to Gen-Z.

Another major shift reshaping social media branding is the rise of memetic aesthetics. Traditionally, brands have attempted to latch onto internet trends by repurposing popular memes or creating humorous content that aligns with social media humor. However, the rapid acceleration of digital culture has led to the emergence of short-lived, hyper-fragmented aesthetics that are difficult for brands to co-opt.

Whereas past subcultures like punk or hipsterism lasted for years, today’s internet-driven aesthetics—such as “cottagecore,” “dark academia,” and “indie sleaze”—cycle through TikTok and Instagram at an unprecedented pace. Brands that attempt to jump on viral aesthetics too late risk looking outdated and out of touch, while those that chase trends too aggressively come across as try-hard and inauthentic.

Successful brands do not try to capitalize on every micro-trend. Instead, they create their own cultural narratives. As Taylor notes, “Memes function in a similar way to experiential marketing—they create cultural participation and inside jokes, making audiences feel like part of something rather than being marketed to.”

Image: Joe Burns

Dopamine Design: A Tool, Not the End Goal

A new force shaping social media branding is Dopamine Design—a strategy focused on instant emotional engagement through bold visuals, vibrant colors, and high-energy branding. Unlike past design trends, which emphasized “authenticity” and craft, Dopamine Design thrives in the age of the swipe and scroll, where brands need to capture attention in milliseconds.

Joe Burns explains in “Dopamine Design Has Arrived”, “Dopamine Design thrives in the world of the swipe and the scroll, where attention is fleeting, and brands have to hit hard and fast. It’s not trying to tell an involved, deeper story… It’s here for fun.” This shift can be seen in packaging, UI/UX design, and social media aesthetics. Brands like Liquid Death and Brightland have leaned into hyper-visual, playful, and irreverent designs that prioritize immediate dopamine hits over deeper storytelling.

However, while Dopamine Design is effective in grabbing attention, it cannot sustain long-term brand loyalty on its own. Instead, it should be seen as an entry point—a way to hook consumers in an era of fragmented, fast-moving content. For brands to build lasting influence, they must go beyond visual dopamine triggers and craft compelling narratives that keep consumers engaged beyond the first hit.

Social Media as an Amplifier, Not the Main Stage

In the past, social media was the primary space where brands built their identities. However, as consumer behavior shifts, social media is increasingly serving as an amplifier for real-world experiences rather than the sole focus of brand engagement.

The shift toward experiential marketing, discussed at SXSW 2025, reflects this transformation. Brands are no longer relying on social media engagement alone; instead, they are investing in real-world activations, pop-ups, community-led events, and immersive storytelling campaigns. Social media plays a critical role in pre-event hype, live engagement, and post-event amplification, but it is no longer the core brand experience.

This change is significant. Rather than being expected to “go viral” in an instant, brands now have the opportunity to craft long-term, multi-platform narratives that extend beyond digital spaces.

The Future of Social Media Branding: From Relatability to World-Building

@eugbrandstrat

Authenticity is one of the most overused words in modern culture – and it’s a false god to follow. Today: a look at some of the pitfalls we’ve fallen into as people and brands chase the authenticity dragon, why we’re heading into an era where we’re re-establishing old categories and boundaries, and what the role of brand should be – not a societal saviour, but a reprieve that grants great access to fiction. #marketing #brandstrategy #marketingstrategy #brandmarketing #severance #valentino

♬ original sound – eugbrandstrat

Brand Strategy Consultant Eugene Healey discusses the post-authenticity era on his TikTok.

If authenticity is dead and memes are too fleeting, what’s next for branding in the social media era? The answer lies in world-building.

Consumers no longer want brands to be their “cool friend.” Instead, they are looking for immersive, fictionalized brand experiences that allow them to escape reality and participate in compelling narratives. A perfect example of this is the marketing strategy for Severance Season 2, which blurred the line between fiction and reality by creating in-world ads with State Farm and ZipRecruiter.

Severance Season 2: A Masterclass in Immersive Branding

Severance pop-up in Grand Central Terminal went viral.

The marketing campaign for Severance Season 2 is a prime example of how brands can go beyond traditional advertising to build immersive experiences that pull audiences deeper into their world. Instead of simply releasing trailers or social media ads, the team behind Severance brought the show’s dystopian universe into the real world through a series of surreal, hyper-realistic activations.

1. The Grand Central Stunt— Fans in New York were surprised when a replica of the show’s eerie, corporate-controlled office appeared inside Grand Central Terminal. Employees dressed as Lumon workers moved methodically through the space, reinforcing the show’s unsettling themes.
2. State Farm & ZipRecruiter Collaborations – Rather than traditional sponsorships, Severance created in-universe advertisements, including a fake job listing on ZipRecruiter and eerie corporate safety ads with State Farm. These cross-promotions seamlessly blended into real-world marketing channels while expanding the show’s fictional universe.
3. “The You You Are” – A Meta Expansion of the Show’s Lore – One of the most innovative tactics in the Severance Season 2 campaign was the release of “The You You Are,” the fictional self-help book that plays a pivotal role in the show. Written by in-universe author Dr. Ricken Lazlo Hale, PhD, eight chapters of the book were made available digitally via Apple Books, inviting fans to immerse themselves further into the Severance world. An audiobook version was also released, narrated by actor Michael Chernus (who plays Ricken in the show). Apple TV+ described it as a guide to “self-learnedness,” fully embracing the show’s eerie and satirical tone.

This type of marketing proves that the future of branding is about more than selling a product or a service—it’s about creating alternate realities that audiences want to participate in. Brands that adopt this approach will not only capture attention but also build deep, lasting engagement with their audiences.

Key Takeaways for Brands Navigating the Post-Authenticity Era

1. Ditch the “Cool Friend” Voice – Consumers are wary of corporate relatability. Instead, focus on creating aesthetic-driven brand narratives that feel distinct and immersive.
2. Move Beyond Trend-Chasing – Instead of reacting to every viral moment, build a consistent brand identity that shapes culture rather than chasing it.
3. Use Social Media as an Amplifier – The core strategy should include real-world activations, experiential marketing, and interactive storytelling, with social media supporting these efforts.
4. Leverage Dopamine Design – Brands must capture attention instantly through bold visuals, dynamic design, and hyper-engaging aesthetics that trigger an emotional response.
5. Invest in World-Building – Give audiences a universe to participate in, not just a product to buy. Create stories, characters, and interactive experiences that make people feel like they’re part of something bigger.

Final Thoughts: The Future of Branding in a Digital-First World

Social media has changed. What worked five years ago—relatable, authentic, and casual brand voices—no longer resonates in a hyper-skeptical, irony-soaked digital culture. The brands that will thrive in this new landscape are those that embrace fiction, immersion, and narrative-driven marketing, moving beyond traditional engagement metrics and into the realm of cultural influence.

For brands navigating the post-authenticity era, the question is no longer “How do we sound real?” but rather “How do we create something so compelling that people want to step into our world?” Those who can answer this will define the next generation of brand storytelling.

---

Want more deep dives like this? Make sure to subscribe to our weekly newsletter, LF Pool Party, for everything social media professionals need to know to make their strategy a 10/10.

📅 March 2025 – Instagram is rolling out significant changes to its measurement metrics, replacing impressions, plays, and video views with a single views metric. This transition takes effect on April 21, 2025, and ListenFirst is updating its platform accordingly to ensure seamless reporting and accurate measurement.

---

🔄 What’s Changing on Instagram?

Historically, Instagram offered multiple distribution metrics across different content types:

• Impressions – Feed & Stories
• Video Views – 3-second threshold
• Plays – Reels-specific metric

🚀 Moving forward, “Views” will be the universal metric across all Instagram Post Types, Stories, and Ads.

• ✅ Views count the number of times content is displayed or played (minimum 1 millisecond).
• ❌ Replays will no longer be counted separately.

---

🛠️ How ListenFirst Is Responding

ListenFirst is aligning its platform with these updates to ensure seamless reporting and accurate measurement. Effective April 22, 2025, the following changes will take place:

🔹 1. Impressions & Video Views Will Be Powered by Views

• 📊 Impressions will now be powered by Views
• 🎥 Video Views will return Views data moving forward.
• 📜 Historical Impressions data will still be available maintaining historical organic and paid breakdowns.
• ⚡ No workflow changes are required.
• 🚫 These changes apply only to Instagram and will not affect other platforms.

🔹 2. The “Plays” Metric and Replay Data

• ⏹️ Plays, Initial Plays, and Replays will no longer return data after April 22, 2025.
• 🗄️ Historical data for these metrics will remain accessible. When removal is planned in the future, ListenFirst will provide advance notice before this occurs.

🔹 3. New Reporting Metrics for Views

ListenFirst will introduce new reporting metrics for Instagram Views, available in:

• 📆 Time Window Comparison
• 📊 Data Studio
• 🛠️ ListenFirst API (Brand & Content Level)

---

📉 Impact on Engagement Rate

• 📢 Instagram’s new engagement rate formula:
  (Engagements / Views) × 100
• 📌 Since Views is a broader metric than Impressions, engagement rates may be impacted. The full extent of this effect is unknown, and ListenFirst will continue monitoring and providing insights as more data becomes available.
• 📍 These changes apply only to Instagram.

---

🔮 Future Platform Updates

• 🔍 Meta may implement a similar change for Facebook; ListenFirst is monitoring updates.
• 📂 Historical data may be converted to Views for better continuity.
• 📅 The transition date may shift based on API updates.
• 📊 If an Organic vs. Paid breakdown for Views becomes available, ListenFirst will explore segmentation options.

---

✅ What You Need to Do

To prepare for this transition, we recommend:

✔️ Adjust performance benchmarks to reflect the shift from Impressions to Views.
✔️ Update engagement rate expectations for Instagram analytics moving forward.

📢 These changes are Instagram-specific and do not impact Facebook or other platforms.

💡 At ListenFirst, we are committed to helping brands navigate this transition seamlessly, ensuring measurement remains clear, actionable, and aligned with evolving social media standards.

🔄 As we learn more, we will continue to provide updates and outline any changes to historical and current data to ensure transparency and accuracy in reporting.

📩 For further questions or assistance, reach out to your ListenFirst account representative.

📅 March 2025 – Instagram is rolling out significant changes to its measurement metrics, replacing impressions, plays, and video views with a single views metric. This transition takes effect on April 21, 2025, and ListenFirst is updating its platform accordingly to ensure seamless reporting and accurate measurement.

---