Open Tabs

This is a free preview of a paid episode. To hear more, visit mtdeco.substack.comHappy Friday! 👋We’re back with this week’s episode of Open Tabs, our weekly Substack live where we talk about the internet news and cultural moments that have been taking up space in our brains and Google tabs.Here’s what we covered this week:* AI influencers are getting sneakier [~0:29]. A New Yorker piece profiles a 45-year-old Georgia homemaker who bu…

This is a free preview of a paid episode. To hear more, visit mtdeco.substack.comHappy Friday! 👋We’re back with this week’s episode of Open Tabs, our weekly Substack live where we talk about the internet news and cultural moments that have been taking up space in our brains and Google tabs.Here’s what we covered this week:* Summer 2026 Trend Predictions [~0:13]. Megan dropped a preview of her Summer 2026 trend forecast, and the headl…

This is a free preview of a paid episode. To hear more, visit mtdeco.substack.comHi 👋We’re back with this week’s episode of Open Tabs, our weekly Substack live where we talk about the internet news and cultural moments that have been taking up space in our brains and Google tabs.Here’s what we covered this week:* Here’s what we covered this week:* The War of the Ale[i]xes — is it beef or is it a brand play? [~0:47]. Alex Cooper publicl…

This is a free preview of a paid episode. To hear more, visit mtdeco.substack.comHappy Friday 👋We’re back with this week’s episode of Open Tabs, our weekly Substack live where we talk about the internet news and cultural moments that have been taking up space in our brains and Google tabs.Here’s what we covered this week:* The Summer House scandal keeps evolving — and the brands are moving fast [~0:30]. ICYMI: the Amanda Batula / Wes…

This is a free preview of a paid episode. To hear more, visit mtdeco.substack.comHappy Friday 👋We’re back with this week’s episode of Open Tabs, our weekly Substack live where we talk about the internet news and cultural moments that have been taking up space in our brains and Google tabs.Here’s what we covered this week:* Is the Summer House relationship drama…real or a stunt? [~0:30]. As reality TV and Bravo fans, we had to weigh i…

This is a free preview of a paid episode. To hear more, visit mtdeco.substack.comHappy Friday 👋We’re back with this week’s episode of Open Tabs, our weekly Substack live where we talk about the internet news and cultural moments that have been taking up space in our brains and Google tabs.Here’s what we covered this week:* Alix Earle’s skincare launch is a masterclass in gamification [~0:30]. Alix Earle announced her new skincare lin…

Happy Friday 👋Here’s everything we covered in this week’s Open Tabs conversation:* The Oscars are evolving for the scroll-first era [~0:30]. We felt this year’s Oscars did a better job reflecting culture — from winners that felt aligned with the moment to more self-aware nods to how people actually watch (scrolling, second-screening, missing moments). There was also a clear effort to blend Hollywood with internet culture, from influencers hosting red carpets to skits about vertical video and MrBeast.* Our POV: Hollywood is adapting in real time. As social platforms redefine viewing behavior, legacy moments like the Oscars are being reimagined for younger, internet savvy audiences. * Additional resources:* Oscars bolts for from ABC to YouTube starting in 2026, The Hollywood Reporter* Oscars winners and losers, and Universal’s pivot to keep movies in theaters longer, The Town* People are losing it over Kris Jenner’s “Shady” reaction to influencers on the red carpet at the 2026 Vanity Fair Oscar Party, Buzzfeed* Peacock is launching an AI version of Andy Cohen [~8:40]. We discussed Peacock’s plan to launch a Bravo-focused, TikTok-style feed — complete with an AI Andy Cohen guiding users through clips, plus interactive features like games. The goal is to capture the second-screen behavior that already exists and keep that attention inside the platform.* Our POV: This is part of a bigger shift: streaming platforms want to become destinations, not just utilities. Owning the full attention loop (watching + reacting + discussing) is the endgame. The open question is whether users actually want this behavior centralized — or if external platforms like TikTok and Reddit will continue to win.* Additional resources:* Peacock is adding an AI Andy Cohen to narrate an endless stream of Bravo clips, The Verge* 🎬 What Netflix’s expansion teaches us about multi-platform strategy, #ForYou by Melissa Blum* Content doesn’t end when the show does [~17:30]. We talked about the massive creator ecosystems built around shows like Bravo — where fans turn to TikTok, Reddit, and Instagram for recaps, reactions, and commentary. In many cases, people engage more with the surrounding content than the show itself.* Our POV: The real product isn’t just the show — it’s the conversation around it. Brands that treat content as a closed loop are missing the bigger opportunity. The future is about fueling and participating in these ecosystems, not trying to replace them.* Additional resources:* Hot takes are about more than going viral; they help you find your audience, #ForYou by Melissa Blum* Being addicted to Bravo was a hobby. Now it’s a career., The Washington PostThanks for listening! 🎧 🤍 This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe

Happy Friday 👋Here’s everything we covered in this week’s Open Tabs conversation:* Gen Z is already nostalgic for TikTok’s early days [~1:20]. A new Harris Poll found that 79% of Gen Z TikTok users say they miss the early version of the platform — specifically the scrappier, 15-second, less-polished content that dominated during the pandemic. Many respondents cited too many ads, influencer saturation, and the rise of TikTok Shop as reasons the platform no longer feels the same.* Our POV: This is a classic case of platform maturation. As platforms scale, they become more optimized for monetization and mass audiences — which often makes them feel less authentic to the early adopters who made them popular in the first place. TikTok may feel different, but its cultural influence remains strong simply because its user base is larger than ever.* Additional resources:* Gen Z is already nostalgic for TikTok—and the platform is only 6 years old, Fortune* Gen Z pulling back from social media, except TikTok, survey finds, USA Today* 💎 How to navigate the TikTok U.S. chaos, Threads overtakes X, and Substack’s power player, #ForYou by Melissa Blum* Engagement is splitting across platforms [~15:40]. New data shows engagement declining on Instagram, Threads, and LinkedIn over the past year — while Facebook, Pinterest, and X actually saw engagement increase. One explanation: platforms like Instagram and LinkedIn have pushed aggressively into short-form video, creating more content but not necessarily more interaction.* Our POV: Reach and engagement are increasingly diverging. Platforms may push certain formats (like short-form video) for discovery and reach, while audiences may still prefer interacting with other formats — like image posts or carousels. For brands, this means being more intentional about format strategy: if the goal is reach, video may win; if the goal is conversation, other formats may perform better.* Additional resources:* People spent less time on Instagram, Threads, LinkedIn last year. Here’s why, CNET* Engagement is rising on the platforms marketers talk about least, #ForYou by Melissa Blum* The rise of gamified creator programs [~22:20]. Some brands are experimenting with “gamified” creator programs — inviting creators to participate in challenges, compete in campaigns, or earn perks like brand trips and visibility instead of traditional one-off influencer deals. The idea is to build ongoing creator ecosystems rather than single sponsored posts.* Our POV: The model can work — especially when it taps into the long-tail power of micro-creators — but it walks a fine line. If the incentives feel extractive (i.e., free labor for brands), creators will opt out. The strongest programs will focus on nurturing talent, offering mentorship, exposure, or real opportunities that help creators grow — not just generating content for the brand.* Additional resources:* Why more brands are rethinking influencer marketing with gamified micro-creator programs, Digiday* You Can Adopt the Baby Ewe From Lamb in New Giveaway by A24, Collider* The Instagram Weekend Hashtag Project: All the scoop, Jumper Media* Shoutout to Megan Collins’s Weekend Hashtag post from 2013Thanks for listening! 🎧 🤍 This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe

Happy Friday 👋Here’s everything we covered in this week’s Open Tabs conversation:* The McDonald’s CEO taste test — and the executive social media dilemma [3:00]. A few weeks ago, McDonald’s CEO Chris Kempczinski posted a video taste-testing a new burger. The problem? He referred to it as “the product,” took a tiny bite, and didn’t exactly radiate enthusiasm. The video recently resurfaced and exploded to 3M+ views — largely because the internet started roasting it.* Our POV: Just because every platform is optimizing for short form video means that everyone should be on video. If an exec isn’t comfortable on video, don’t force it. Audiences will be able to tell. Silver lining? The McDonald’s brand account capitalized on this unexpected virality by getting in on the joke and racking up 100k+ likes across platforms.* Additional resources:* McDonald’s CEO’s awkward taste test sparks mocking online: ‘His aura screams kale salad’, The Guardian* Why heritage brands are primed for a comeback, #ForYou by Melissa Blum* Gen Z is buying iPods — trend or fad [~18:00]? In the past week, major outlets including The New York Times, Financial Times, Morning Brew, and Axios have all reported on a spike in Gen Z buying old iPods on eBay — specifically the iPod Classic and Nano. Is this friction-maxxing? Digital detoxing? Anti-algorithm rebellion?* Our POV: The deeper signal isn’t “iPods are back.” It’s growing distrust and exhaustion with digital ecosystems that feel exploitative, ephemeral, or overly optimized. Physical ownership — whether books, headphones, or media — carries emotional and aesthetic value that digital platforms haven’t replaced. That said? Don’t bet your 2026 strategy on an iPod revival.* Additional resources:* Bring On Defunct: The iPod Enthralls Young Music Listeners, NY Times* 💬 Open Tabs: Making life a little bit harder (on purpose), #ForYou by Melissa Blum* 💎Enshittification explained: why platforms go from loved to hated #ForYou by Melissa Blum* The digital ownership crisis (aka: where do our things actually live?) [~27:00]. The iPod conversation spiraled into something bigger: digital fatigue. From:* $28 streaming-only kids movies (hi, Disney+)* Kindle libraries that feel inaccessible* Subscription increases across platforms* Algorithm-driven degradation of user experienceWe landed on a broader theme: consumers are becoming more aware of the tradeoffs they’ve accepted for convenience.Reddit, interestingly, continues to emerge as a counterbalance — whether for troubleshooting, product reviews, or “buy it for life” recommendations. When platforms degrade, community fills the gap.* Our POV: We’re entering an era where consumers are reassessing convenience culture. Ownership, intentionality, and durability are becoming emotional value props — not just functional ones.* Additional resources:* r/BuyItForLife subreddit* r/whatsthatbook subredditThanks for listening! 🎧 🤍 This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe

Happy Friday 👋Here’s everything we covered in this week’s Open Tabs conversation:* Kids content on YouTube: evergreen, evolving, and oddly unpredictable [0:00]. Megan kicked us off fresh from Kidscreen, where her business partner Kaylee Mullen spoke about kids and YouTube. The big takeaway? The space is… nebulous. There’s real success happening, but it’s not a simple growth story.* Our POV: The kids space may be “hurting” amid reduced investment from big players and increased screen fragmentation — but that also makes it wide open. If you’re willing to commit to world-building and consistency, there’s room to define the category.* Additional resources:* If you’re looking for high-quality, low stimulation kids content on YouTube, check out our clients Wooby & Fotty* The “Dora Problem” and why dolls are struggling [~5:30]. A standout insight from the conference came via wonderworks Co-Founder & Partner Jane Gould: the “Dora problem.” If you’re a kid, you only need one Dora. One hero character can fulfill the fantasy — which makes it harder to build a collectible ecosystem around a single IP.This led to a broader conversation about declining doll sales, particularly at Mattel and American Girl. It’s not necessarily a product problem — it’s a behavioral shift. Kids are aging into technology and collectibles faster than ever.But American Girl sparked a debate. While sales may be down, the in-store experience (especially in NYC) remains strong — immersive retail, doll salons, restaurant reservations, nostalgia-driven storytelling. They’re even leaning into legacy storytelling with a new adult novel featuring Samantha in her 20s.* Our POV: The opportunity isn’t just nostalgia — it’s media expansion. Historical storytelling, fictionalized learning, and digital-first extensions could be powerful. Barbie succeeded with Gen Z partly because the brand invested in programming, not just plastic. If American Girl wants to scale across generations, media may be the unlock.(Also: American Girl, call us.)* Additional resources:* Modern looks, smaller sizes: American Girl Dolls get a makeover, NY Times* American Girl is releasing its first novel for adults, Northeastern Global News* The rise of employee influencers — and the control vs. magic tradeoff [~17:00]. We’ve been talking about employee-generated content for months, and now it’s mainstream. According to Sprout Social’s 2026 Content Strategy Report, the #1 thing consumers want brands to prioritize in 2026 is human-generated content. We think employee creators are the perfect people to deliver on this. Case in point: Staples Baddie, whose organic TikToks drove relevance and foot traffic for Staples — and quickly outpaced the brand’s own account. But there’s a catch: the more brands try to control it, the more the magic disappears. Once money, contracts, and ownership questions enter the chat, things get complicated.* Our POV: You can’t manufacture authenticity. Employee content works when it’s rooted in genuine enthusiasm — not assignment. Brands have to decide how much control they want, knowing it may come at the cost of cultural momentum.* Additional resources:* How one employee made Staples cool, #ForYou by Melissa Blum* Employee-generated content is the next big thing for brands, Sprout Social* How Starbucks is elevating coffee stories through partner (employee) content creators, StarbucksThanks for listening! 🎧 🤍 This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe

Happy Thursday 👋Here’s everything we covered in this week’s Open Tabs conversation:* Avoiding LinkedIn cringe and how the platform is [trying] to evolve [0:00]. We kicked things off with a topic that’s been top of mind for our clients lately: LinkedIn’s evolution from a job-board-first platform into a true social feed. With more creators (including TikTok-native ones) showing up, LinkedIn feels increasingly unavoidable for thought leadership — and increasingly hard to scroll. Long, overwrought captions, performative posts, and algorithm-chasing content have made “LinkedIn cringe” its own genre.* Our POV: LinkedIn is ripe for reinvention. The algorithm currently rewards content that often feels inauthentic, but that also means there’s real opportunity for creators who experiment thoughtfully. The platform doesn’t need to be fed constantly — it rewards intention, clarity, and actual value over volume. Short-term engagement hacks may work, but they come at the cost of long-term credibility.* Additional resources:* r/LinkedInLunatics - good resource for what to avoid* LinkedIn Outlines Measures to Combat Engagement Pods, Social Media Today* Wikipedia is cool again (with a little help from AI)[~12:50]. Next, we talked about why people are increasingly turning to Wikipedia as AI-generated search results become more common — and more unreliable. Sparked by a piece from Vox, we discuss why Wikipedia’s human-edited, nonprofit model feels more trustworthy than AI summaries that often get facts wrong. We also dug into the surprisingly intense (and passionate) community of volunteer editors behind the scenes.* Our POV: Wikipedia’s longevity, transparency, and human labor give it credibility as AI becomes a bigger part of our lives. As AI scrapes more data from Wikipedia, the platform’s human perspective becomes even more valuable and even more relevant.* Additional resources:* Wikipedia is having a renaissance in the age of AI, Vox* @depthsofwikipedia on Instagram - Emma Marshall’s fave posts:* Baby Jesus Theft * Page dedicated to stereotypes of British people* Page dedicated to Jonathan, a 193-year-old Tortoise who is the oldest known living land animal* How Wikipedia Really Works: An Insider’s Wry, Brave Account, Forbes* Why heritage brands are primed for a comeback, #ForYou by Melissa Blum* TikTok’s new Local Tab and the push towards IRL connection [~21:45]. We wrapped with TikTok’s new Local tab, which surfaces nearby creators, restaurants, and events using location data. While TikTok has always been quietly local, this feature makes that functionality explicit — and aligns with broader conversations about getting people off their phones and back into real-world communities.* Our POV: We think this move is both strategic and symbolic. Yes, local discovery unlocks new advertising and data opportunities, but it also reflects growing cultural (and legal) pressure on platforms to address overuse and addiction among young users. As influence becomes more decentralized and hyper-local creators gain traction, features like this tap into a real appetite for IRL connection over global trend-chasing.* Additional resources:* TikTok Launches Local Feeds in the U.S., The Verge* 💎 Instagram gives creators the green light to repost - and why the best digital strategies lead back to real life, #ForYou by Melissa BlumThanks for listening! 🎧 🤍 This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe

Happy Friday 👋Here’s everything we covered in this week’s Open Tabs conversation:* Super Bowl ads and cultural relevance [0:00]. We started with the Super Bowl — specifically, how the ads felt this year. Lots of nostalgia, lots of celebrities, and very few true surprises. It wasn’t bad, but it also wasn’t exactly bold.* Our POV: The Super Bowl is still a cultural tentpole, but the ads increasingly mirror internet culture: fast, safe, and star-driven. Big swings feel rarer — and that might be the point.* Additional resources:* Super Bowl 2026 ads showed what works (and doesn’t) on the big stage, AdAge * Stay tuned for Cool Shiny Culture’s piece breaking down Super Bowl ad trends later today* Mormon influencers and a pop culture moment [~05:00]. Next up: the ongoing fascination with Mormon and Utah-based influencers. From MomTok drama to reality TV crossovers, there’s something about the mix of hyper-curated family life, tight-knit communities, and very public messiness that keeps pulling audiences in. It’s niche, but somehow also extremely mainstream.* Our POV: This isn’t a flash trend — it’s a convergence of community-based content, aspirational lifestyle storytelling, and real-world drama that makes these creators relatable and compelling to audiences well beyond their original niche.* Additional resources:* The one thing all our favorite lifestyle influencers have in common, M.T. Deco blog* How Ballerina Farm reinvented the frontier mom…and monetized it, #ForYou by M.T. Deco* Do you have a moment to talk about how Mormons conquered pop culture?, The Cut* MrBeast is getting into finance [~15:00]. We wrapped with MrBeast’s latest move: expanding his empire into fintech by acquiring a banking app aimed at Gen Alpha / Gen Z. It’s another example of a creator turning attention into infrastructure — not merch, not media, but actual services that live way outside the content world.* Our POV: This is more than a side hustle — it shows how creators are leveraging massive audience reach into regulated industries. But the move also raises bigger questions about the role creators play in shaping young people’s financial habits and the ethics of marketing to Gen Alpha beyond entertainment.* Additional resources:* MrBeast is buying a banking app geared towards teens, Business Insider* The rise of ‘finfluencers:’ Can you really trust financial advice on social media?, Yahoo! FinanceThanks for listening! 🎧 🤍 This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe

Happy Friday 👋Here’s everything we covered in this week’s Open Tabs conversation:* Khaby Lame sells his likeness for (almost) a billion dollars [0:00].We kicked things off with news that Khaby Lame, TikTok’s most-followed creator, sold a stake in his brand to Rich Sparkle Holdings in a deal valued at $975M. The holding company now has the rights to monetize his platform and likeness across beauty, fragrance, apparel, TikTok Shop, livestreams — and notably, an AI-powered digital twin that can generate multilingual content at scale. We unpacked why Khaby is uniquely suited for this move: his content is reaction-based, low-verbal, and intentionally personality-light, making him closer to a scalable IP than a confessional lifestyle creator. At the same time, we questioned the valuation, the real conversion power of visibility vs. persuasion, and the brand risk creators take on when they relinquish control over how their image is used.* Our POV: This deal isn’t a blueprint for all creators — it’s a case study in how abstract, personality-lite creators can turn themselves into infrastructure. For anyone whose value is built on trust, taste, or emotional intimacy, AI-scaled monetization risks hollowing out the very thing audiences come for.* Additional resources:* Creator Khaby Lame just sold a stake in his brand for $975 million, Mashable* TikTok Superstar Khaby Lame’s Big Deal—Which Saw Him Valued At $6.6 Billion—Raises Red Flags, Experts Say, Forbes* Danielle Bernstein and the private–public creator paradox [15:00]. Next, we shifted to lifestyle creators and the emotional cost of oversharing. Danielle Bernstein [aka @WeWoreWhat] announced her breakup via Instagram Stories after a very public engagement, then redirected followers to her Substack, where she explained she plans to be far more private going forward. The response on Substack was largely positive — but it reopened a bigger question around whether creators can ever successfully “pull back” after building an audience on access.* Our POV: Lifestyle creators are stuck in a structural trap. The internet rewards intimacy, but punishes boundaries. Once an audience feels entitled to your personal life, withholding information isn’t seen as healthy — it’s seen as betrayal. This isn’t a personal failure; it’s a business risk baked into the model.* Additional resources: * The private parts of a public life, Danielle Bernstein* Creators opting out: burnout, boundaries, and refusal to sell [25:30].Danielle Bernstein got us talking about content creators who’ve actively stepped back instead of scaling up: Charles Gross leaving the luxury influencer grind for mental health reasons and Elle Mills, who posted about being “burnt out at 19” after blowing up on YouTube. Both cases illustrate what happens when creators decide they’re not willing to monetize themselves indefinitely — even when the algorithm rewards them for doing so.* Our POV: Not every creator wants to scale and not every creator should. The industry glamorizes growth, but longevity often belongs to those who know when to pull back and pivot.* Additional resources:* Burnt out at 19, Elle Mills* I’m back ❤️, Charles Gross* Substack TV and the expansion into video [43:45]. On one side, the move feels timely. With TikTok’s ongoing instability and recent algorithm weirdness, many creators have been pushing audiences to Substack as a safety net — a place to find them if other platforms get unreliable. Video also opens the door for creators who aren’t writers but want longer, more nuanced conversations with their audiences.On the other, the backlash has been loud. Many journalists came to Substack specifically to escape the industry-wide push to video and protect the written word. For that audience, the TV announcement felt less like an evolution and more like a betrayal, especially given how lightly Substack framed the change.* Our POV: Video scales, watch-time metrics feel more trustworthy to advertisers, and every platform wants to own a share of the living room — especially as video still feels like an unfinished frontier and TikTok’s future remains uncertain. Substack isn’t trying to become YouTube — but it is chasing the legitimacy and monetization power of video. The risk isn’t adding video; it’s losing trust by failing to clearly articulate why this move aligns with what made Substack feel different in the first place.* Additional resources:* Substack launches a TV app, TechCrunch* Introducing the Substack TV app, now in beta, On Substack Thanks for listening! 🎧 🤍 This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe

We’re back with another edition of Open Tabs, our weekly Substack live where we talk about the news and cultural moments that have been taking up space in our brains and Google tabs.Here are the topics we covered this week:* TikTok U.S. is falling flat [1:00]. We kicked things off with the internet’s collective meltdown over TikTok’s algorithm post-Oracle takeover. Feeds feel glitchier, less nuanced, and more Shorts-like, with creators reporting sharp drops in views, repeat videos, missing clips, and stalled uploads. * Our POV: Our hunch is that when the deal with Oracle went through, ByteDance didn’t hand over their proprietary algorithm, leaving the U.S. with a functional but culturally flatter version of the app. For creators and brands, this moment isn’t about panic — it’s about adaptation. Platforms always change the rules mid-game. The algorithm will reset itself eventually. The winners will be the creators and brands who ride the wave and keep tweaking until they crack the new system.* Additional reading:* TikTok USA is broken, The Verge* TikTok releases update after some users report app issues, USA Today* Landmark social media addiction lawsuits [9:30]. We unpacked the lawsuits against Meta, YouTube, TikTok, and Snapchat, which argue that these platforms were intentionally designed to be addictive and harmful to young users. TikTok and Snapchat have already settled, while Meta and YouTube are heading to trial — a case that could open the floodgates for thousands more claims and force platforms to rethink features like infinite scroll, autoplay, and hyper-specific algorithms.* Our POV: Tech addiction feels like the next major frontier — but the conversation is messier than the headlines suggest. Defining “addiction” in a digital context is slippery: is it screen time, emotional impact, disrupted sleep, anxiety, lost productivity — or all of the above?* Additional reading:* TikTok settles social media addiction lawsuit ahead of a landmark trial, The New York Times* Landmark social media lawsuits head to a trial that could put the CEOs on the stands, NBC News* Parents say teens are addicted to social media. Now, a jury will decide, The Washington Post* Duolingo, Bad Bunny, and how to actually do Super Bowl marketing right [18:45]. We wrapped with a deep dive into Duolingo’s Super Bowl lead-up: a Bad Bunny 101 Spanish crash course designed to help fans understand the halftime show lyrics. The campaign is spanning over 2 weeks, with daily bio updates, a dressed-up Duo mascot, and a clear narrative arc that treats the Super Bowl not as a single moment, but as a runway.* Our POV: This is what threading the needle looks like. By starting early, Duolingo is creating social currency, real-world conversation starters, and an attainable on-ramp into language learning. The smartest part isn’t the mascot or the meme-ability; it’s the behavior change. This campaign gives people something to do before, during, and after the event — and a reason to talk about the brand IRL at Super Bowl parties. As Super Bowl ad costs continue to balloon, this kind of pre-moment storytelling and value-add content may become the new gold standard.* While Duolingo is going all-in with the Bad Bunny course, you can also make a big Super Bowl marketing splash with less of a lift. Last year following the Super Bowl, we broke down the brands we thought made the most out of the moment [Duolingo being one of them] and our favorite brand tweet came from AriZona Iced Tea. Instead of doing a commercial or a big campaign, they dropped a single tweet. * David McNamee, the mastermind behind the tweet, shared some valuable insights with our founder, Melissa Blum: “If you have a good product and communicate your message authentically, that will win every time.”* Additional reading:* Duolingo launches ‘Bad Bunny 101’ ahead of Super Bowl LX halftime show, Mashable* Why more brands need to start ‘after parties’ 🪩, #ForYou by M.T. DecoThanks for listening! 🎧 🤍 This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe

Happy Friday 👋Here’s everything we covered in this week’s Open Tabs conversation:* Alix Earle just got a Netflix deal [1:00]. We kicked things off with the news that Alix Earle is officially getting a Netflix reality show - announced, fittingly, via a get ready with me video on TikTok. The show appears to lean into a Kardashian-style family dynamic, centering around her blended family and inner circle. We discuss why this move feels inevitable, how Netflix is clearly angling to compete with YouTube and Bravo-style fandoms, and why Earle is uniquely positioned to succeed where traditional celebrity reality stars may be plateauing.* Our POV: Alix understands narrative control across platforms, emotional transparency without over-explaining, and how to collapse personal life, branded moments, and distribution into one cohesive story. Just looking at her last 3 TikTok posts alone shows how modern creators shape perception without press releases. Netflix’s smartest move here isn’t the show itself, it’s betting on creators who already know how to manage audience intimacy at scale.* Additional reading:* Alix Earle sets Netflix reality show with family* What Netflix’s expansion teaches us about multi-platform strategy* YouTube’s vibe recession and the limits of utility [14:40]. Next, we unpacked reporting around YouTube’s “vibecession”: despite platform-wide growth, many creators are seeing declining engagement on long-form content as YouTube aggressively pushes Shorts. * Our POV: YouTube used to set the tone of internet culture. Now, TikTok has taken its place. The biggest problem we’re personally seeing with the platform is its curation. TikTok’s algorithm is so sensitive that it feels like it can read our minds and by comparison YouTube’s recommendations and algorithm isn’t hitting. Since YouTube has become such a huge search engine, the platform feels more utilitarian and less creative.* Additional reading:* The YouTube vibecession* Everyone can’t stop talking about 2016 [29:30]. Every media outlet is talking about “Gen Z’s obsession with 2016.” We disagree. This isn’t nostalgia, nor is it Gen Z driven. Instead, it’s millennials posting proof-of-life receipts—evidence that they were early, online, cool, hot, and culturally fluent long before Gen Zs.* Our POV: This isn’t about wanting to go back, it’s about signaling longevity. 2016 posts are less “take me back” and more “I’ve been here.” When every platform rewards novelty, timestamp clout becomes a way to assert credibility and cultural seniority. * Additional reading:* Was 2016 the last good year?* For better or for worse, it’s 2016 again on the internet* Why 2026 is the new 2016 - what Gen Z’s nostalgia means for marketers* The Metaverse is over [38:45]. In case you missed it, last week we had an impromptu conversation about the Metaverse and why it missed the mark. A few days later, Meta announced that they were shifting away from the Metaverse to focus on AI. Does Zuck listen to Open Tabs?* Our POV: The metaverse didn’t fail - it just lost the PR war. What actually stalled wasn’t the idea of immersive digital worlds, but the way it was branded: corporate, hardware-heavy, and prematurely future-facing [remember the weird floating torsos?]. Meanwhile, the behaviors that were supposed to define the metaverse - identity play, virtual economies, social worlds, and persistent digital spaces - never went away. They just kept evolving quietly inside games [Roblox, Minecraft, etc.], fandoms, and creator-led platforms.* Additional reading:* Well, there goes the metaverse* Where Meta’s metaverse vision went wrongThanks for listening! 🎧 🤍 This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe

We’re back with another edition of Open Tabs, our weekly Substack live where we talk about the news and cultural moments that have been taking up space in our brains and Google tabs.Here are the topics we covered this week:* Friction-maxxing and the return of inconvenience [0:00]. We dug into The Cut’s prediction that “friction-maxxing” will be a defining theme of 2026—building tolerance for inconvenience, effort, and human interaction after years of frictionless digital life. Megan Collins predicted this a year ago in her Substack piece, Friction is good, actually, arguing that as people burn out on algorithmic ease, they’re actively seeking what the internet stripped away: struggle, effort, and presence. * Our POV: Looking back on the other marketing and social media trends that we’ve been tracking [the rise of hybrid events, the analog comeback, the return of customer service, etc.], “friction” and human connection is a connective thread. This friction isn’t about making life harder for the sake of it—it’s about meaning. Brands should think like facilitators, not distributors. The opportunity isn’t friction for friction’s sake—it’s designing moments where effort leads to belonging. In a world optimized for speed, the brands that win will slow people down in ways that feel earned and communal.* Additional reading:* The pendulum always swings back: why 2026 is the Year of the Human Touch* In 2026, we’re Friction-maxxing, The Cut* Friction is good, actually, Cool Shiny Culture * Filterworld: How Algorithms Flattened Culture by Kyle Chayka* When branded content becomes entertainment [12:00]. From WhatsApp producing a Netflix doc on Mercedes F1, to Dick’s Sporting Goods launching an in-house studio, to AB InBev partnering with Netflix on live sports—and even Instagram testing TV-native Reels—brands are moving beyond sponsored posts into long-form storytelling. We also explored the rise of mini-dramas, vertical soap operas, BookTok-to-screen pipelines, and whether Quibi was simply ahead of its time.* Our POV: This shift is inevitable—but execution is everything. The brands that succeed will partner with real creators, treat content like a newsroom (not a campaign), and resist over-marketing to audiences. The risk isn’t more content—it’s bad content. Done well, branded entertainment can feel additive; done poorly, it feels like a long-form commercial.* Additional reading:* Branded entertainment will just be entertainment in 2026, Fast Company* Micro-dramas are turning TikTok into a soap opera and brands want a starring role, The Drum* Why brands need to launch social shows in 2026* IGTV is back, with an Instagram Reels TV app, Social Media Today* Digital detoxes, Brick, and the future of screentime [28:00]. We closed with the rise of Brick (the physical device that locks you out of apps), renewed predictions about dumb phones, and whether digital detoxes are a real behavior shift or just a New Year’s resolution cycle. The conversation landed less on quitting phones entirely and more on identifying where phone use actually causes harm—especially around sleep, impulse control, and dopamine chasing.* Our POV: Phones aren’t the problem—they’re the amplifier. The future isn’t total abstinence, but more intentional boundaries. Whether it’s improving sleep hygiene, reducing guilt around “light” scrolling, or rethinking how tech fits into real life, the next phase of digital wellness is about awareness, not extremes.* Additional reading:* Bricking your phone is the new Dry January, Business Insider* 10 predictions of life in 2026, The New York Times* What a digital detox can do for you, The Wall Street Journal* Ready Player One by Ernest ClineThanks for listening! 🎧 🤍 This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe

We’re back with our first Open Tabs conversation of 2026! Here are the topics we covered this week:* A24’s merch strategy is about cultural cachet [0:00]. We dug into A24’s merch strategy, from their huge Marty Supreme push, to their more offbeat travel guides. * Our POV: A24 understands that Gen Z doesn’t just want merch—they want meaningful objects that signal identity. By blending hypebeast drops, physical zines, script books, and hyper-local collaborations, A24 has turned merch into a prestige signal. You’d never wear a Netflix tee, but an A24 hat? That says something about you.* Model citizens, platforms, and the MrBeast problem [12:45]. We discussed how TikTok, YouTube, and Substack chose specific creators to be their “model citizens” that others try to emulate. Using MrBeast as an example, we debated whether it’s still possible to become a mega-star creator—especially as his former manager claims the future belongs to niche creators.* Our POV: MrBeast doesn’t create culture—he’s mastered the algorithm. That makes him powerful, but not replicable. * Connection over convenience [16:40]. We closed by tying everything together: A24’s IRL pop-ups, hard-to-get merch, and effort-based participation all tap into a growing desire for connection over frictionless consumption.* Our POV: As digital life becomes more convenient, audiences are craving things that feel earned. Whether it’s lining up for a jacket, hunting for a book, or belonging to a specific cultural “neighborhood,” the future belongs to brands that make people feel part of something—not just served content.Thanks for listening! 🎧 🤍 This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe

Thank you to everyone who tuned into Wednesday’s Open Tabs conversation on Substack Live!This will be our last Open Tabs conversation of 2025, but we’ll be back in the New Year with a live conversation on Wednesday, 1/7/26. In the meantime, here are the topics we covered this week:* Meta is giving us control of our algorithms [00:38]. New features like Instagram’s “Your Algorithm” for Reels and Threads’ “Dear Algo” posts allow users to directly signal what content they want to see more or less of* Our POV: This feels like Meta responding to long-standing backlash around feed relevance [remember the “Make Instagram Instagram Again” movement from a couple years ago?], but the execution is clunky. Users want personalization to be effortless, not something that requires manual inputs or public declarations. TikTok has set the bar by making algorithmic tuning feel invisible and intuitive. Unless Meta integrates these tools more seamlessly—and reduces friction between Instagram and Threads—this risks feeling like control in theory, not in practice.* Companies are desperate to hire storytellers [19:46]. According to a recent Wall Street Journal article, LinkedIn job postings mentioning “storyteller” doubled in 2025—reflecting brands’ push to translate data, culture, and products into shareable stories.* Our POV: Brands and executives are starting to realize that value is created through narrative, not just messaging. However, we feel like the “storyteller” risks becoming a catch-all for bundled roles. As audiences grow more fluent and AI content floods feeds, brands that invest in clear narrative ownership, in-house creators, and executive voices will stand out—those that simply rename existing roles will not.* Australia just became the first country to ban children under the age of 16 from social media [31:27]. Platforms affected include Facebook, Instagram, TikTok, X, Snapchat, Threads, Twitch, YouTube, Kick, and Reddit. While the move aims to protect kids online, enforcement challenges remain—teens have started bypassing the age restrictions using parents’ info, older friends, or even AI.* Our POV: One of the more interesting developments is that Reddit is now suing Australia, claiming that they’re not a social media platform because users are largely anonymous. While we love Reddit, we think it’s definitely a social media platform. * What we want to leave in 2025 [39:00]. We discuss what we each want to leave behind in the digital and creative space as we head into 2026. Highlights include calling everything “performative,” being more concise, and nostalgia marketing. Let us know what you want to leave in 2025 in the comments or a reply ⬇️Thanks for listening! 🎧 🤍 This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe

We’re back with another edition of Open Tabs, our weekly Substack live where we talk about the news and cultural moments that have been taking up space in our brains and Google tabs.Here are the topics we covered today:* TikTok is rolling out a Shared Feeds feature [0:00]. In the coming months, TikTok will be rolling out Shared Feeds, allowing users to create custom, shared For You Feeds with their friends. Additionally, TikTok is also launching Shared Collections, a new way for users to share and organize TikTok content in one place with friends or family.* Our POV: While this move signals that TikTok is making an effort to make the platform more social, we question if the Shared Feeds feature will dilute what audiences love about the platform: the intimacy and personalization of the FYP. We’ll come back with our final thoughts once the feature has launched.* Get ready for sponsored content on Substack [11:00]. Substack announced that they’ll be rolling out native subscriptions via Emily Sundberg’s Feed Me Substack. Currently in a pilot program with select creators, this program is designed to make it easier for writers to find and secure sponsorships for their publications. * Our POV: While this will open up new revenue pathways for writers, it also risks shifting Substack away from the ad-free, creator-first ethos that made it feel like an oasis. The real test will be whether Substack can build this infrastructure responsibly—without tilting the scales even further toward big-name publishers.* Pantone’s Color of the Year 2026 is…white [18:00]. Sorry, we mean Cloud Dancer. Since 1999, Pantone has predicted the color that will influence fashion, art, etc. for the next year. This year, audiences were underwhelmed with the bland choice.* Our POV: Anyone else think that this choice may have been intentional rage bait? While audiences pushed back against this year’s choice, it did get everyone talking. It's possible that Pantone chose the most neutral shade possible, knowing it would rile people up and supercharge engagement. It’s safe and spicy.* Gen Z is craving “Millennial Optimism” [27:00]. Has your TikTok FYP been flooded with videos of Gen Zs romanticizing the early 2010s? While they’ve historically made fun of Millennials for being “cringe,” they’re now earning for the young adulthood that they had. A time where not everyone had an iPhone and our Instagram feeds were chronological. * Our POV: Gen Z’s “millennial optimism” era isn’t about wanting to be millennials — it’s about wanting the version of adulthood they grew up expecting: fun jobs, small luxuries, and a little breathing room. What looks like nostalgia is really frustration with today’s reality, where everything (and everyone) starts to feel the same. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe

Happy Friday 👋Serving up this week’s Open Tabs conversation, diving into the top news and cultural moments that have caught our attention. Here are the topics that we covered this week:* Spotify Wrapped is here [0.00]. In case you missed it, Spotify released their annual Wrapped recap on Wednesday, giving users a gamified overview of the content they consumed over the past year. And this year’s was was big - within the first ~24 hours, Wrapped 2025 had over 200 million engaged users, a 19% increase YOY. We share our thoughts on this year’s execution and explore a growing opportunity for platforms to build kid-specific recommendations.* Audiences love personalized data [15:30]. Spotify Wrapped set the standard, but 2024/2025 proved it: every brand with meaningful user data now needs a year-end recap strategy. Platforms like YouTube, Duolingo, Reddit, and Peleton have joined in, giving audiences personalized recaps of their activity. We discuss why these personal, data-driven recaps resonate so strongly. * Forbes 30 Under 30 and the power of clout [20:00]. This was a big week for year-end recaps! Forbes released their annual 30 Under 30 roundup on Tuesday, highlighting influential people under 30 across 20 sectors, from social media and sports to media, art, and finance. What made this list pop on our feeds wasn’t Forbes content itself, but reaction videos from the creators featured. We discuss the symbiotic relationship between creators driving discovery and impressions, and legacy organizations like Forbes providing validation.Let us know if there’s anything in your Open Tabs that we should talk about next week👇 For more Open Tabs, check out our previous conversations: This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe

Happy Friday 👋We’re back with another edition of Open Tabs, our weekly Substack live where we talk about the news and cultural moments that have been taking up space in our brains and Google tabs. We’ll be off next week for the holiday but we’ll be back the first week of December. In the meantime, let us know if there’s anything in your Open Tabs that we should talk about 👇Here are the topics we covered this week:* Celebrities are flocking to Substack [0:00]. In the past week, charli xcx, Dolly Parton, and Julia Louis-Dreyfus have all launched Substack newsletters. Substack is actively courting creators and celebrities, positioning itself as a platform for early adopters where competition is low and the algorithm favors new entrants. For celebrities, newsletters are a low-pressure way to express themselves, behind the scenes, without the constant demand of video content.* Shein is selling books now [15:26]. In an effort to appeal to Gen Z’s growing obsession with all things analog, fast fashion giant Shein is now selling secondhand books on their platform. Shein’s approach mirrors its fast-fashion model: low-cost, mass-randomized offerings designed to take advantage of BookTok rather than satisfy core book lovers. * Tens of thousands of people are tuning into Reddit for chopped chives [23:44]. For the past 45 days, Reddit user has been posted daily to r/KitchenConfidential [a subreddit with 1.7M members], chronicling his journey to chopping the perfect chives. This has completely taken over the subreddit with thousands of people, including myself, tuning in to see his progress and share chopping tips. Recently, brands have started to get in on the action by running targeted ads and the community isn’t happy. * If you want to go deeper on Reddit, check out our Q&A with Erin Hirsch, a Reddit alum who worked there for 8 years, on how brands can build community on the platform.* The Future of Communications Conference [36:00]. Last week Melissa Blum presented at the Future of Communications Conference with Sarah Peck, GoFundMe’s VP of Communications, about how GoFundMe approaches community across a fragmented platform landscape. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe

Happy Friday 👋Welcome to this week’s episode of Open Tabs [like the new name?] where we talk about the news and cultural moments that have been taking up real estate in our Google tabs and brains. If you’re looking for a fun, slightly meandering conversation with real digital strategy takeaways to listen to while you work, you’ve come to the right place.Tune in for our next Substack live conversation next week. In the meantime, let us know if there’s anything in your Open Tabs that we should talk about 👇Here are the topics we cover:* Dancing with the Stars is winning Gen Z on TikTok [1:04]. The show’s resurgence isn’t just about casting influencers—it’s the result of a long-term strategy targeting younger audiences. By bringing on Gen Z stars, pros and integrating TikTok content, the show is reaching viewers who may not tune into traditional TV. * Media mentioned:* The Hottest Show On TV is 20 Years Old, Vulture* @popculturedata on Instagram* A spontaneous conversation about Nobody Wants This on Netflix [6:02]. Nobody Wants This wasn’t originally on the agenda, but we have a lot of opinions about the show and couldn’t resist. In season 2, the story and characters feel too thin. It feels unrealistic, leans on stereotypes, and don’t even get us started on the product placement. For brands and content creators who are interested in storytelling to their audiences, it’s a reminder that narrative clarity, believable stakes, and character development are critical for keeping audiences invested over multiple episodes or campaigns.* Media mentioned:* What’s with the sponcon slop in Nobody Wants This? Netflix, nobody wants this., The Guardian * Anonymous and faceless creators are reshaping social content [22:01]. With the rise of AI video and privacy concerns, creators who remain faceless or anonymous—like Deuxmoi or @things.i.bought.and.liked—are building communities and trust through perspective, aesthetic, and voice rather than identity. This trend highlights opportunities for brands to engage with audiences in ways that prioritize content experience over influencer personality. * Creators mentioned:* Deuxmoi * @things.i.bought.and.liked on Instagram * Lofi Girl on YouTube This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe

On Wednesday the #ForYou team hopped back on Substack live to talk about the cultural moments and news that caught our eye throughout the week and the takeaways for brands, creators, and marketers. We’ll be back on Substack live next Wednesday, 11/5, at 3:15p ET / 12:15p PT! In the meantime, drop a comment if there are any specific topics you want us to discuss 👇Here are the topics we dive into:* Justin Bieber is officially a Twitch streamer now [00:15]. Justin has promised to livestream “pretty much every day” leading up to his headlining performance at Coachella 2026. While celebrities have appeared as guests on Twitch livestreams before, Justin is the first major celebrity we’ve seen create his own profile and livestream. We share our predictions on if more celebrities and brands will start making their way to the platform. * Netflix is investing in real-time streaming and engagement [8:16]. Netflix is investing more in their livestreaming, from WWE matches and Nasa launches to interactive, real-time voting for live content. And this isn’t just about engagement; it’s a strategic move to scale their ad-supported business as new subscriber growth plateaus. * Scarcity is driving hype with Halloween costumes [12:43]. Netflix underestimated the popularity of KPop Demon Hunters, which led to high demand for costumes and merchandise that weren’t widely available in stores. This scarcity drove audiences online (e.g., Amazon) to seek products, amplifying the franchise’s visibility and creating a self-reinforcing loop of hype and sales.* If you’re also fascinated by the cultural phenomenon that is KPop Demon Hunters, check out this Who? Weekly podcast episode diving into the REAL members of the FICTIONAL KPop group, Huntr/x This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe

In case you missed it, we took our Culture Chats series to Substack live this past Friday! 🎉 For those who may not know: every week, the M.T. Deco team dives into the cultural trends and moments that are catching our eye for a free-flowing conversation—usually over Google Meet. Now, we’re bringing those weekly chats to Substack Live.While our Substack live conversations will always be free for anyone to tune in, on-demand access to these conversations and transcripts are exclusive for paid members. Here are the topics we dive into:* The Halloween costumes that will be taking over our feeds this year - Google Trends Frightgeist is using Google Trends data to identify the most popular and trending Halloween costumes nationally and by region. Megan Collins shares her prediction on the role that trends will play in this year’s costumes and how retailers are leaning into curation. * For further reading, check out Megan’s Halloween deep dive: Halloween is to Gen Z what Christmas is to Millennials* What Group 7 can tell us about the desire for community online - To promote her song “So Unfair,” artist Sophia James made a series of seven TikToks assigning viewers to groups under the premise of a “social experiment.” The last video, assigning viewers to “Group 7,” went viral, wracking up over 75 million views. The team discusses why Group 7 struck such a cord with audiences and the growing desire for community online. * Are family photos on Instagram over? - A recent article by The Cut explores the evolving dynamics between parents and their teenage children regarding the sharing of family photos on Instagram. We discuss how Gen Alpha kids [the ultimate digital natives] are pushing back against their parents, the content creators who are keeping their kids offscreen, and how iMessage and private groups may be the future of sharing family moments. * We’ve been tracking this for years. Check out our write-up on ‘sharenting’ [the practice of parents sharing their kids’ lives online] and resources on how to safely share you kids online. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe