Our take on the latest digital marketing trends.
In this monthly digest of the digital updates making waves across the web, we share the TLDR version (that’s “too long; didn’t read”) , and our expert team’s top takeaways.
Surprise Party
Charli XCX deep-cut ‘Party 4 U’ has found a second life on TikTok thanks to lo-fi fan edits and the platform’s endless appetite for nostalgia. Leaked online in 2020 but never officially released, the track has gained so much momentum that the star has added it to her setlist.
> Our Take: TikTok isn’t just for fresh drops – it gives old ones new life. For brands, this is a reminder that your ‘archive’ might still have cultural relevance. Whether it’s a retired product, classic campaign or popular piece of content, don’t sleep on your back catalogue.
Bot Brainrot
More users are turning to ChatGPT for emotional support, but the concern isn’t just capability, it’s contamination. When people vent, seek validation, or spiral in chat, they train the model on distorted patterns. That degrades response quality for everyone.
> Our Take: How we use AI shapes what it becomes. If enough users treat it like a therapist, the line between helpful and hallucinatory blurs. Smart brands should stay clear-eyed: AI is a tool, not a mirror. Don’t let the internet’s emotional brainrot train your assistant.
Rhode to Riches
More than a billion-dollar transaction, the sale of Hailey Bieber’s Rhode to cashed-up cosmetics disruptor e.l.f. Beauty was a masterclass in modern brand-building. The real flex wasn’t product innovation, but restraint: a tight SKU range, consistent aesthetic, and rare discipline in an over-saturated celebrity market.
> Our Take: The Rhode sale signals what beauty (and beyond) investors now value: lean, sticky brands with cultural currency and commercial clarity. Don’t try to do everything. Do what you do well, and make people want to buy into the world around it.
Billionnaire Bust Up
Musk and Trump have gone from allies to enemies after the former slammed the latter’s latest legislative move. Trump’s subsequent threats to revoke federal contracts with Tesla and SpaceX triggered a market wobble, with Tesla’s stock taking a hit.
> Our Take: This high-profile fallout underscores the volatility of personal brand alliances. For marketers, it's a reminder to assess the risks of associating too closely with individual figures, as public disputes can have far-reaching implications for brand perception and investor confidence.
The Scrolling Booth
Australia’s 2025 federal election saw 43% of voters aged 18–29 citing TikTok as a key source of political information – a record for a Western election. Politicians leaned hard into platform-native content and partnered with influencers to shift perception and mobilise youth turnout.
> Our Take: When nearly half of young voters are getting political news from TikTok, it’s not just a platform, it’s the public square. Brands should take note: relevance now means fluency in digital culture, influencer ecosystems, and audience-first storytelling.
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