Rachel Karten

You know, we're in a time where views are anyone can get views.

And so I think that what holds cultural currency right now is participation.

And how do we get people to make posts about our thing?

That's where momentum is built.

And so I think that I would not be surprised that in a lot of brands are behind the seeds developing products with that in mind.

I don't think that that's like a make or break thing for a business.

And I think, you know, I just ran a survey in my newsletter of like what are the best brands on social media to you.

And some of the top brands are brands like this company called Merit, a beauty company, a fragrance brand called Fern.

And people are really reacting to actually their restraint on social media.

They don't feel like they're flooding the zone and trying to be everywhere and work with every influencer.

They're actually very strategic of how they show up.

And there's a lot of intention behind it.

And so I do you know, it's always fun to talk about what has momentum right now, which is this moment with influencers and influencers.

you know, sort of a volume game.

And what I'm always interested in is like, what's the reaction to that going to be?

And is it sort of a pullback of like, maybe a brand says we actually don't work with influencers or we've never paid anyone to talk about our products?

And what would that look like as sort of a way to gain trust with consumers is a reaction that I foresee maybe coming along.

There's small pieces of it.

I think like auditory, like when I think about what blows up on TikTok in terms of food, there's a crunchy or there's actually like a hook of like an auditory element.

The dog cake videos all start with spoon scraping along the top of it.