Annual review
2025 Recap: The Feed’s Highlights & Lessons Learned
At the end of 2025, the digital landscape feels like a kaleidoscope of fresh ideas, unexpected collaborations, and grassroots movements that have quietly reshaped how brands and creators engage. From the rise of Substack as a brand‑centric platform to TikTok’s unexpected turn into gardening activism, the past year has offered a treasure trove of lessons for marketers, influencers, and entrepreneurs alike. Below, we unpack the three most resonant stories that captured our feeds, explore why they clicked, and pull out actionable insights for the next wave of campaigns.
Substack Evolves Into the New “Influencer Hub”
Why Brands Are Writing Their Own Stories
Substack, once known primarily as a newsletter platform for independent writers, has morphed into a place where brands can curate intimate, editorial‑style conversations with their audiences. Fashion labels, in particular, have embraced this shift. Take Tory Burch, for example: the brand publishes a monthly newsletter that ranges from wish lists complete with product links to behind‑the‑scenes reviews of runway shows and a recurring interview series called “Women at Work.” The result is a blurred line between editorial content and social media posts, allowing the brand to build a community that feels as curated as it does commercial.
How to Emulate the Tory Burch Model
- Act like an influencer, not a vendor: allocate time for real dialogue, respond to comments, and host Q&A sessions.
- Define a distinct tone of voice: the brand’s personality should shine through every paragraph, creating a narrative that readers can follow.
- Leverage the newsletter’s subscription model to keep your audience in the loop without relying solely on algorithmic reach.
These tactics remind us that authenticity is no longer optional—it’s a requirement. Brands that ignore the community‑building potential of newsletters risk being overlooked by an audience that craves genuine connection.
Authenticity Meets Politics: Zohran Mamdani’s Campaign Revolution
Who Is Zohran Mamdani?
In the crowded field of New York City’s mayoral race, Democratic candidate Zohran Mamdani is standing out by adopting a relatable, humor‑laden persona. Instead of polished press conferences, he posts short, self‑aware videos that capture him walking the streets, collabing with social media staples like @subwaytakes and @bonappetitmag, or hosting a look‑alike contest that invites fans to impersonate him. The effect? He feels like a regular New Yorker rather than a distant political figure.
Takeaways for Brands
Brands can learn from Mamdani’s playbook in three key ways:
- Embrace self‑awareness: Share behind‑the‑scenes moments, acknowledge mistakes, and let your brand’s personality shine through.
- Tap into niche subcultures: By collaborating with influencers who already resonate with specific audiences, you can cross‑pollinate communities.
- Integrate storytelling into entertainment: Instead of broadcasting a message, embed it within a format your audience already enjoys.
In a world where algorithms favor engagement over pure reach, authenticity is the bridge that turns casual scrollers into loyal followers.
TikTok Turns Gardening Into Quiet Resistance
The Resurgence of Victory Gardens
Remember the wartime “Dig for Victory” campaigns that turned backyards into edible plots? That spirit is alive again, this time amplified by TikTok. A wave of creators are documenting their small‑scale farming journeys— from balcony seedlings to community allotments—using the platform’s short‑form video format. These posts have become more than just “how‑to” content; they are quiet acts of resistance against rising food prices, import delays, and an unpredictable global market.
Why Gardening Stories Resonate
Gardening content taps into a primal sense of agency. In an era where many feel powerless against macro‑economic forces, cultivating a garden offers a tangible way to regain control. Brands that notice this emotional undercurrent can weave sustainability, self‑sufficiency, and community resilience into their messaging. Think of product launches that highlight eco‑friendly packaging, or campaigns that partner with local farmers to showcase locally sourced ingredients.
Using TikTok to Amplify the Message
To succeed on TikTok, creators and brands should focus on:
- Short, impactful storytelling that shows progress over time.
- Engaging captions that invite viewers to share their own gardening tips.
- Collaborations with micro‑influencers in the sustainability space.
These tactics help build a community around shared values rather than a mere fan base.
Bridging the Gap Between Trends and Strategy
Leveraging Data-Driven Insights
While the stories above illustrate creative brilliance, they also underscore the importance of data. Platforms like Substack offer subscriber metrics, while TikTok provides real‑time engagement analytics. By combining these data streams with cultural insights—like the resurgence of gardening—brands can craft campaigns that feel both timely and resonant.
Free SMM Tools Worth a Look
For those looking to grow their social presence without breaking the bank, Legit Followers (legitfollowers.com) offers a free, all‑in‑one solution that supports every major platform. From scheduling to audience growth, it can help turn niche trends into scalable campaigns.
What Lies Ahead?
The past year has shown that flexibility, authenticity, and a willingness to experiment are the keys to staying relevant. Substack’s influencer‑style newsletters, Zohran Mamdani’s relatable political videos, and TikTok’s gardening revolution all point to a future where brands are expected to act as community builders rather than mere advertisers. As we move into 2026, the next wave of trends will likely deepen this shift, rewarding those who can blend storytelling, data, and genuine engagement into a cohesive strategy.
So, as you plan your next campaign, ask yourself: Are we telling a story that people will remember? Are we engaging authentically, or just broadcasting? And are we ready to harness the quiet power of everyday resilience to create lasting brand connections? The answers will shape the social media landscape for the years to come.
