A brief overview of what is currently trending in news, culture, and/or trending hashtags and formats.
Avengers: Leaked teaser shows older Steve Rogers returning in Avengers: Doomsday.
Susie Wiles: The NYT published a candid interview with Trump’s Chief of Staff.
Mbappé: Paris court orders PSG to pay footballer Mbappé over €60 million in back wages.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
Glossier’s ‘Intimacy At Scale’ Approach
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What It Is: Glossier’s stylized marketing has made it one of the most recognizable and coveted beauty brands, but their approach to social goes beyond aesthetics to tap into something that resonates with online audiences: “Intimacy at scale.” One of Glossier’s social leads recently told Rachel Karten’s Link In Bio about how the brand is creating smaller, more authentic digital experiences even as platforms grow more transactional. “Sensory storytelling” helped grow Glossier in 2025: using texture-driven content such as ASMR moments that make products feel tangible through screens. Also, shifting away from overly-edited content toward intimacy and realness — their collab with Tyrell Hampton, a lifestyle creator known for bike rides across the Brooklyn Bridge, was their most viewed sponsored post of the year. Another way Glossier deepens the connection between digital and IRL is through experiential retail, as audiences respond more to tactile, human experiences, which translates in-person energy back to social. Other brands like Rhode, IKEA, and Brita are finding similar success with this sensory-first approach.
The Brand Takeaway: 2025 proved that sensory storytelling — using texture, sound, ASMR, and oddly satisfying moments — creates a powerful sense of tangibility through screens and resonates deeply with audiences. Looking ahead, brands that succeed will likely mimic Glossier’s approach of combining deep community connection with repeatable, ownable content formats, experiences that bridge social and IRL, and unexpected creator partnerships that go beyond niche categories and make your brand feel more human. Standing out in a crowded social landscape isn’t just about scale, it’s about creating smaller, authentic experiences that feel personal, even as platforms grow more transactional.
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