Source[De]Coded: 😵‍💫 Don’t Get Caught Up In Chaos

Hey friends. Alright, we’ll say it. What a nutty start to the year. Political change, wildfires, plane crashes, global conflict, dislocated shoulders (well, Greg’s anyway)…it feels unrelenting. If you’re anything like us, you’re feeling more than a little bit overwhelmed. We don’t have any answers for you, just a friendly reminder to lead with empathy and kindness – to others AND yourself. It’s a trying time, to say the least. 

Shameless Plug: The brilliant Christa Conte put together a recap from DAVOS and what we all should be thinking about in 2025. Give it a read and sound smarter in your next strategy meeting! 

This week, we’re highlighting the potential TikTok ban and what we should be thinking about concerning platforms for short-form video content, a great campaign from Dunkin, and the risk of nostalgia-washing! 

Here’s to unrelenting optimism in the face of challenging times. We’re here for you. Seriously. 

Becky and Greg

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Find a short-form video home: Understanding what’s going on with the US TikTok ban

TL;DR: The state of TikTok in the US is changing by the day – sometimes even by the hour. As of now, TikTok has been granted a 75-day extension to their US sell-off and ByteDance is reportedly in talks with potential buyers, but Apple and Google haven’t added TikTok back to their respective app stores.

Takeaway: The uncertainty around the state of TikTok is causing a bit of chaos for users, creators, and brands as they figure out whether to stay on the platform or move onto other ventures. The future of TikTok in the US is looking possible, but much still remains a mystery. Some users and brands have moved to RedNote, another Chinese-based short-form video app, while others are migrating to Meta-owned Instagram Reels or YouTube Shorts. In terms of what brands should be doing, it all depends on your content mix and how vital TikTok’s audience is to your business. Regardless of what happens to TikTok, it’s a good time to assess your content mix and diversify your platforms. This potential ban goes to show the risk of being overreliant on one platform or channel.

Consider:

• What does your content mix look like? Are you overreliant on one platform over another? Try repurposing content from one platform over to another to start growing your audience elsewhere (i.e. repost your short-form TikToks to IG Reels or YouTube Shorts).
• In instances like these, a lot of moves are short-sighted. Users moved to RedNote mostly for the meme of joining yet another Chinese-owned social platform. Brands may be better suited to be patient and wait out the uncertainty rather than investing resources and budget into a platform that won’t stand the test of time.

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Build your brand’s world: How Dunkin’ is building a ‘cinematic universe’ to capture attention

TL;DR: Dunkin’ is no stranger to actor support with its iconic stereotypical Boston commercials led by Ben Affleck and Matt Damon. Their latest campaign hinges on pop singer Sabrina Carpenter, known for her hit song ‘Espresso’ which has now been turned into Dunkin’s new Brown Sugar Shaken Espresso drink.

Takeaway: The celebrity-led campaign, Dunkin’s CEO Jill McVicar Nelson explains, is the coffee company’s extension of its cinematic universe. Much like superhero cinematic universes, the strategy builds on humanizing the brand and strategically aligning with celebrities who have a natural connection to their products. It was only a matter of time before some brand picked up Ms. Carpenter for her trendy ‘Espresso,’ and Dunkin’ capitalized on it in a very intentional, fun way. While a celebrity in a commercial can be an easy win, Dunkin’ is investing in stars who actually make sense alongside the brand – an example of authenticity that’s increasingly required by younger buyers.

Consider:

• Dunkin’ is in it for the long haul by building up their own ‘cinematic universe’ in their ad campaigns. What does your brand’s world or cinematic universe look like?
• If you have the budget for a celebrity or influencer-endorsement, use it wisely. Sure, getting a big name is exciting and potentially useful. But picking a strategic partner that genuinely makes sense with your brand might help maximize your partnership and provide extra value on both sides.

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Make a meaningful connection: Why ‘nostalgia-washing’ is becoming detrimental for brands

TL;DR: Nostalgia has been incredibly trendy in recent years, but every trend must eventually come to an end, and we might be seeing it with nostalgia. Many brands are now falling victim to ‘nostalgia-washing,’ or the lazy use of nostalgia that has led to over-saturation and disinterest in the trend.

Takeaway: As millennials and Gen Z have taken more share of the spending market, nostalgia has become increasingly popular. So, does the growth of nostalgia-washing mean brands shouldn’t be using nostalgia as a tactic at all? Not exactly. Any trend, when used intentionally, has the potential to be worthwhile to brands. This new evolution simply means that brands shouldn’t lean into nostalgia just because. Any use of this tactic should be intentional and purposeful – which is honestly a good practice to follow for any strategy-implementation.

Consider:

• Does leaning into nostalgia genuinely make sense for your brand? If it’s not a clear ‘yes,’ then you should probably reconsider leaning into it. These are the instances where nostalgia-washing can be most prevalent.
• Try to consider the solutions nostalgia can provide underneath it all. Many companies have crafted nostalgia-driven campaigns that hinge on low-tech old-school solutions to solve for collective human loneliness and obsession with our devices. It’s not just about the nostalgia, it’s what going back to simpler times can provide us all.

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