Surprise — The Playbook Keeps Changing.
Instagram is testing AI-generated comments (because apparently, engagement needs automation now), Threads wants to import your X followers (manually, for now), and TikTok has officially declared random photo dumps dead.
And just when you thought you’d seen it all, The Ordinary decided to start selling eggs…
Let’s break it all down.
Social platforms are doing the most again.
1. Instagram Carousels Ditch The Crop.
Finally, you can mix portrait and landscape shots in a carousel without Instagram forcing a bad crop. A straight win for aesthetics. No notes.
2. AI-Generated Comments: They’re Here… But Are We In?
Instagram is testing auto-suggestions like “Congrats!” so you can feign engagement with zero effort. Will this be a shortcut to community-building or have the comment section feeling its most robotic yet? Jury’s out.
3. Spotted: Blue Search Links in IG Comments.
Instagram is pulling a TikTok, adding clickable blue links at the top of comment sections to drive users to related topics. Good for discoverability—if you’re playing your SEO game right, of course.
4. TikTok Drops Photo Post Survival Guide.
Inside, they gave it to us straight, declaring that viral photo dumps need strong titles, crisp visuals, text overlays, and structured storytelling. Translation: you need a thoughtful strategy, not just the latest pics from your camera roll. Think text-based narration to build curiosity, and clear value points to drive saves and shares — just like Helion Health did here.
5. Threads Wants Your X (Twitter) Followers.
Meta is testing a way to import your X follow list to Threads. The catch? It’s manual, for now. If they automate it, we might finally see some real X-to-Threads migration.
Ughh… all… that… effort.
Is it really worth it?
If your audience is highly engaged on X and you're looking to establish a direct line of connection on Threads, it might be worth curating your key follows now. But for most brands, waiting for automation is the smarter play. Manual imports aren’t scalable, and follower intent doesn’t always transfer across platforms.
5. Instagram is rolling out Edits.
The platform’s answer to CapCut, Instagram’s built-in video editing tool is on its way to keep creators off third-party apps. Less friction = more content, faster. Or so IG is thinking.
If you’re a brand relying on UGC, expect higher-quality, platform-native content from creators. Lean into this by encouraging UGC with clear creative prompts, branded templates, or challenges that take advantage of IG’s editing features. The easier you make it for creators to produce polished, on-brand content without leaving the app, the more likely they are to tag and promote you.
Ashton Hall Understands The Play Better Than Us All.
He created a morning routine series so structured and distinct that it became impossible to ignore. Whether you’re loving it or mocking it, you’re most definitely talking about it, proving that intentional, structured content will always outperform randomness in the digital space.
Missed the wave?
Every morning, at exactly 6AM, Ashton posts a video with the same setup:
📍 A banana.
📍 A bottle of Saratoga water.
📍 The camera rolling.
No crazy edits. No trend-chasing. Just relentless consistency in one repeatable framework.
The result? Ashton now owns this format.
Even the smallest details in his videos, from product placements to time stamps, are now being copied. *Thoughts and prayers to all the digital marketers who had to justify the urgent need for a Saratoga water meme*
The Lesson for Brands & Creators:
If you want to grow in 2025, as 1DS co-founder, Sam Parham outlines: “Stop overcomplicating it. You don’t need a new idea. You need a system that people recognize on sight. Pick a format, make it yours and refine it until it works.”
And while Ashton Hall proves the power of repetition, The Ordinary just proved the power of breaking the pattern. Instead of reinforcing what people expect, they did something so unexpected it stopped everyone in their tracks. But was it brand genius or just a well-executed PR stunt? Let’s talk about it.
The Ordinary’s Eggshell Moment: Genius or Simply Scrambling for Clout?
Some brand moves make you do a double take. This month? The Ordinary (yes, the skincare brand!) started selling eggs.
Not a new serum. Not a hydrating mask.
Eggs. For $3.37 a carton at their SoHo store.
Why? Because egg prices in NYC hit $8, and The Ordinary, known for "cutting out the fluff and making essentials affordable," decided to prove their brand promise in a way nobody saw coming.
Timely – High egg prices were a hot topic. They tapped into real consumer frustration.
On-brand – Their whole ethos is making essentials accessible. Eggs are the new metaphor.
Surprising – Skincare brand selling groceries? Enough to make people stop scrolling.
Cultural relevance – This got people talking way beyond beauty circles.
But not everyone was buying it—literally and figuratively.
This is how a brand SHOWS what it stands for.
👉 It didn’t feel like marketing, it felt like they actually cared.
👉 They didn’t just talk about affordability; they demonstrated it in a completely different (but relatable) way.
👉 It blurred category lines in a way that felt playful, not desperate.
👉 Consumers love a brand that listens and reacts to real-world problems.
This wasn’t just about eggs, it was about brand identity. And whether you bought a carton or not, you definitely heard about it.
Good marketing or a complete brand contradiction?
🫠 Wait… aren’t they a vegan, cruelty-free brand? Selling eggs? A major disconnect from their values and core audience.
🫠 PR stunt over substance. Let’s be real, this wasn’t an ongoing initiative. It was a limited batch, in a single location, for a limited period of time. Did it actually help struggling shoppers? Not really.
🫠 It felt more performative than practical. If The Ordinary truly wanted to make an impact, why not a long-term affordability initiative > a one-time headline grabber?
The Takeaway for Brands.
Love it or hate it, The Ordinary’s eggs did exactly what marketing is supposed to do - get people talking. They proved that playing with expectations can be just as powerful as reinforcing them. But was it a brand breakthrough or just a well-executed stunt? That depends on how much you value consistency vs. cultural moments.
Here’s where we draw the line:
🤝 Even when breaking out of your category, honor your brand values.
🤝 Don’t just chase headlines. Create lasting impact.
🤝 And a word of advice? Be ready for the comment section debate to follow.
Speaking of playing with expectations, let’s talk about the AI trend that’s making brands look straight out of a Miyazaki film.
The internet lost its mind when OpenAI released an image generation update that can mimic Studio Ghibli’s art style. Instantly, feeds were flooded with Ghibli-inspired versions of everyday things: brands, products, even people. It’s a nostalgia-fueled, dreamy aesthetic play, and everyone wants in. Only… slapping your brand into a Ghibli-style AI image isn’t a strategy.
If you’re jumping on the train, here’s how to make it work:
Use AI-generated visuals intentionally, AKA, to enhance brand storytelling. If you’re in food, fashion, or travel, lean into Ghibli’s cozy, sensory-driven world to better materialize your product, offering, or experience.
Consider emotions, not just aesthetics. Ghibli resonates because of its feeling; that whimsy nostalgia and wonder. Ensure your message already taps into that.
Avoid the forced bandwagon approach. If your audience isn’t already engaging with nostalgic, hand-drawn aesthetics, this trend mightn’t land.
Bottom line: If you’re using the Studio Ghibli trend, make sure it serves a bigger story for you and your brand. Not every trend is worth following, remember.
Would you ever step outside your category to make a statement about your brand philosophy? Or is that a risk too far? Hit reply, I’d love to hear your take!
Until next time.
. . .
Head of Communications, 1DS Collective
Social media isn’t slowing down. AI, TikTok, and bold brand moves are shaking things up daily. The real winners? The ones who don’t just follow trends but create moments that matter.