😴 Followers Are Dead & Brands Are Tired

Lean into the algorithm, heal creative burnout, and revisit rebranding

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Greg Mondshein & Becky Honeyman
May 23, 2025

It’s FriYay and we’re STOKED for the long weekend. After a blistering first third of the year, it’ll be nice to have a few days to recharge before we have to strap back in for the sprint to summer. The pipeline continues to look strong, both from a client AND team-building perspectives (nice work, Jody). We’ve welcomed some AWESOME new work family additions that are really helping to continue providing exceptional client service (welcome to the party Josiah, Kera, Holly, and Ashley!).

Shameless plug(s) - Not sure if you saw, but PRWeek shared our signing of Staffbase. Check it out here.

Oh, and Ragan’s named us a Finalist in the Workplace Wellness Awards. 🧘

This week, we’re highlighting the shift to less is more in social media strategy, an article on the tightening restrictions leadership is putting on creative outputs, and the saga that is HBO. I mean HBO Max…I’m sorry, I mean Max. Oh wait, I really meant HBO Max…again.🤦

Friendly reminder: we’re headed to Cannes. Let’s sync up. Email Greg!

Happy Memorial Day, fam.


Greg & Becky

Lean into the algorithm: The era of the follower is dead, according to Social Media Week 2025

TL;DR: Urban Outfitters’ Head of Brand Marketing and Communications spoke on stage at Adweek’s Social Media Week about their social media strategy shift to align with Gen Z’s preferences, following less on follower counts and more on algorithm-driven content.

Takeaway: Accumulating followers used to be one of the key strategies to social media success… but that’s not how social works anymore. Younger generations no longer follow brands’ social media accounts like millennials or older generations did in the past. Being surfaced by the algorithm is what matters now. By leveraging rising social platforms, responding quickly to emerging trends, and collaborating with creators, brands can enhance their visibility and relevance.

Consider:

  • How can your brand pivot from a follower-centric approach to one that prioritizes engagement and algorithmic visibility?

  • Are you actively monitoring and participating in relevant social media trends to enhance your brand's presence and connection with your target audience?

⚡️ Fueling Growth Through Integrated Communications ⚡️

Can your org afford to take risks? Do you know what’s truly risky vs just… different?

Taking an integrated approach to risk calculations can help ease concerns and – potentially – get you to take more risks.

Conduct an audience survey to assess readiness before you embark on that risky brand pivot. A/B test campaigns or send emails to smaller cohorts before launching your new risky messaging. Lean on your market insights teams to get a lay of the land and better predict how your risky new launch approach might land in the industry.

Many ‘risky’ marketing moves aren’t actually risky at all once you have grounds to backup your decision.

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Push through creative burnout: New Cannes Lions research shows brands are struggling to take creative risks

TL;DR: According to the 2025 State of Creativity report from Cannes Lions, only 13% of brand marketers and creatives view their companies as “risk-friendly” when it comes to creativity, while 29% are highly risk averse.

Takeaway: The decline in creative risk-taking is attributed to two main factors: an "insight famine," where 51% of brands struggle to develop strong customer insights, and a "culture lag," with 57% finding it challenging to react swiftly to cultural trends. These issues are often exacerbated by complex approval processes and limited resources. Notice any of these habits popping up in your org? Developing robust insights and streamlining internal processes can help enhance agility and make it easier to embrace calculated creative risks.

Consider:

  • How can your brand improve its insight development processes to foster more innovative and bold creative strategies?

  • What steps can you take to streamline decision-making and approval workflows to respond more effectively to cultural moments?

Rebrand deja vu: Max rebranded as HBO Max (again)

TL;DR: HBO announced at its TV upfront presentation that it will once again become HBO Max this summer, just in time for its fall season of show releases. The move aims to leverage the strong brand equity and recognition associated with HBO's 40+ year premium content.

Takeaway: You’ve gotta know when to call it quits. This rebranding reversal underscores the importance of brand clarity and the risks of diluting a well-established identity. When they initially dropped "HBO" from its streaming service's name, Warner Bros. Discovery sought to broaden its appeal. While expanding and diversifying your brand is important, it’s also important to recognize when you might be adding in more friction than necessary.

Consider:

  • Are your branding decisions enhancing or diluting your brand's core identity and value proposition?

  • How can you ensure that efforts to broaden your brand's appeal don’t compromise the elements that make it distinctive and trusted by your audience?

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