Open Tabs

This week’s tabs: “Lore” is Sprout Social’s 2026 Word of the Year, and Banana Republic is turning to TikTok sitcoms to win over younger shoppers. We discuss what brands can learn from internet lore, why entertainment and marketing are increasingly overlapping, and what it actually takes to build cultural relevance.Timestamps:📚 0:21 - Lore is the internet’s word of the year. Sprout Social named “lore” its 2026 Social Media Word of the Year. We discuss why audiences are craving backstories and deeper worlds, how brands like Duolingo are building out their own universes.* Sprout Social crowns “Lore” as the 2026 social media word of the year👗 19:13 - Can a TikTok sitcom make Banana Republic cool again? Banana Republic launched The Agency, a five-part comedy series starring Jack Innanen, in an effort to reach younger shoppers. We discuss the growing trend of episodic brand content, whether consumers actually want marketing disguised as entertainment, and why a new content series might not be enough to revive a brand. Plus, what Gap Inc. could learn from creators, legacy products, and the power of having a clear point of view.* Banana Republic debuts TikTok content series in bid for younger shoppers, Marketing Dive 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

This week’s tabs: Instagram is testing long-form video, Elizabeth Holmes is Gen Z’s latest “girl failure,” and a creator will be host SNL for the first time. Timestamps:📱 0:34 - Does Instagram need long-form video? Instagram is testing horizontal videos up to 90 minutes. We discuss whether audiences want another place to watch long-form content and why platforms may need to create more shared viewing experiences.* Instagram Tests 90-Minute Horizontal Videos, The Hollywood Reporter* Instagram CEO Reveals Biggest Update Yet, Collin & Samir🎬 8:59 - Elizabeth Holmes is Gen Z’s latest “girl failure.” Nathan Fielder’s new documentary about the Theranos founder has sparked conversations about public downfall, internet memes, and the line between accountability and entertainment.* You Can See Everything Is on Track to Be One of the Most Successful Docs in History, Vulture🎤 25:13 - SNL is tapping into creator culture. Druski is set to become the first content creator to host Saturday Night Live. What does his booking say about the show’s strategy to stay culturally relevant?* Druski is making SNL history, Variety 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

This week’s tabs: Universities are turning student athletes into content creators, and LEGO is finding a whole new audience in adults.Timestamps:🏈 0:00 - College athletes are becoming content creators. UC Berkeley has opened a Twitch studio where student-athletes can livestream everything from workouts to cooking challenges.* UC Berkeley’s new Twitch studio gives student-athletes a place to build their audiences, Mashable🧱 24:05 - LEGO is growing up, and that might be changing the toy industry. With adults without children driving 55% of toy sales, LEGO is leaning into sets made for adults. * What Lego Lost When It Grew Up, The Atlantic 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

This week’s tabs: Victoria’s Secret gave its iconic fashion show a social media makeover. We’re breaking down how the brand is using creators, celebrity power, and a multi-platform strategy to bring new life to a legacy event, from its YouTube casting series to Kylie Jenner’s Fantasy Bra debut. 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

This week’s tabs: Brands are using Easter eggs to deepen fandom and Gen Alpha is bringing back the stigma around being a poser, from lifestyle tourism to cosplaying a life you don’t actually live.Timestamps:🥚 0:45 - Easter eggs are becoming a brand marketing strategy. From Google’s interactive Fat Bear Week feature to TikTok’s celebrity comment pop-ups and movie theater booking interfaces that turn seats into themed experiences, brands are finding ways to surprise and delight their audiences. * Why platforms are winning with digital Easter eggs🤠 10:19 - Gen Alpha and the fear of being a “poser.” From LARPer becoming a TikTok insult to influencers dressing up for a lifestyle they don’t actually live, we’re unpacking why authenticity is back in the spotlight. * The latest Gen Z insult is ‘You’re a Larper’ — so, are you?, The Times 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