And just like that, we’re back. Another week, another round of marketing chaos that has me questioning everything. Like… do girls need their own beer? Why do Instagram updates drop faster than my motivation to keep up with them? And why are brands suddenly not memeing major moments?
Let’s get into it.
Low ABV, Low Sugar… Low-Key Patronising?
Scrolling on Instagram late one night I stumbled across Beer Girl, and I swear, I had an instant existential crisis. Because on the surface? It’s kind of cool. The branding is epiiiiccccc – the colours, the typography, the vibe – it’s giving high-end, considered, effortlessly cool. It looks like something I should want to buy (and normally would hand over my card without question).
But then, I read the copy. And suddenly, I was back in 2012, holding a pink Bic For Her pen (if you’ve never heard about this, watch Ellen’s roast, it’s amazing) and questioning whether I’m living in an actual parody. Do women need their own beer? And if so, why does it have to be gluten-reduced, low sugar, and lower alcohol? Can we not just enjoy a normal beer?
But weirdly… I LOVE the Hot Girl Pickles brand. Like, fully obsessed. They’re doing something similar – leaning into the ‘hot girl’ trend (hot girl walks, hot girl summer, hot girl snacks) – and yet, it doesn’t feel the same. Hot Girl Pickles is about an attitude – it’s a state of mind, not a product limitation. It’s like saying, “You already love pickles, we’re just making them part of the aesthetic.
Beer Girl? It feels like it’s trying to define what women should want from beer. Less alcohol. Less sugar. Less… everything. And that’s what’s throwing me. Women already drink beer. Women already like beer. No one asked for it to be modified for our “delicate” palates.
Am I overthinking it? Why does one annoy me and one end up on my favourite brands list?
Instagram Updates: The Algorithm Chaos Continues
It feels like every week, Adam Mosseri pops up on my feed to announce yet another Instagram update. The algorithm changes. The engagement hacks. The new features that are supposed to “help creators” but somehow just make it harder to grow.
And I get it – platforms evolve. But at this point, keeping up feels like a full-time job. One week, it’s all about Reels. The next, carousels are back. One day, hashtags don’t matter, and the next, they do. It’s exhausting, and if you’re feeling like you can’t keep up, I promise – you are not alone.
But I will always, always, ALWAYS stand by the evergreen advice that good content will win.
I know that sounds ridiculously oversimplified, but when everything feels overwhelming, I always come back to creating content your audience actually cares about. That’s it. Forget chasing trends, forget optimising for every single update – just focus on showing up and providing value. Because at the end of the day, Instagram (and every other platform) wants people to stay engaged. And the best way to stay engaged? Good content.
So if you’re feeling stressed about the constant changes, take a breath. Keep posting. Something is always better than nothing (and if you are really struggling, why not try a beergirl beer? lol).
Memes: Are Brands… Scared?
Donald Trump’s inauguration happened – which, say what you will about him, but that was a meme goldmine. It had all the ingredients for viral moments. And yet… I barely saw ANY brands jump on it.
Compare that to last year, when brands were memeing anything and everything (remember Raygun?), often with zero hesitation. But now? Silence.
So what changed? Have brands finally realised that not every trend is worth the risk? Are we moving away from using real people as content lols? Or was this specific moment just too politically charged for brands to touch?
I think it’s a mix of all three. The Raygun backlash was a reminder of how quickly a meme can backfire. People are more conscious about the impact of viral moments, and brands are thinking twice before turning individuals into content. And politics? Too much baggage. It’s just not worth the risk.
But I’m curious – will brands jump back in for the Super Bowl? Taylor Swift will 1000% take over the show, and that feels like prime meme territory. But will we see brands playing it safe, waiting for something that feels less risky?
I still loooooove a good meme. But I can see why brands are getting more hesitant to dive in. Curious to know what conversations are happening behind closed doors in brand teams around this.
Billboards, Guerrilla Marketing & The Digital Chaos Pivot
Last week I saw an article on Marketing Mag about billboards making a comeback, and honestly? I fully agree.
Online feels so chaotic right now. Competitive. Tricky. Ad costs are up, algorithms are shifting, and standing out is harder than ever. And when digital marketing gets messy? Brands start looking outside the screen.
Which is why we’re seeing such an uptick in:
✅ Billboards (out-of-home marketing is THRIVINGGGGGG)
✅ Physical product experiences
✅ Guerrilla marketing thay makes you stop and take notice
✅ In-store experiences that actually feel fun
And honestly? I looooove it. Because when we can’t just rely on digital to do the heavy lifting, brands are forced to get creative again. It’s frustrating and exciting at the same time.
It’s making me think – what other non-digital marketing plays are we about to see? Packaging innovations? Unexpected collabs? A return to experiences that actually feel memorable instead of just scrollable?
2025 might just be the year of rethinking the basics.
PSA: My 5-Day SEO Challenge Starts Soon! 🤓
I mentioned this in my last newsletter, so here it is! My 5-day SEO challenge is open for registrations!
If you feel like SEO is confusing, overwhelming, or just one more thing you don’t have time for, this is for you. I’m breaking it down into real, actionable steps so you can actually get your content ranking (and in easy bite size chunks each day!)
Register for free here: https://thesociallab.co/5dayseochallenge
A nice and short one for you this fortnight as my air-conditioner decided to stop working in what feels like the boiling pits of hell in Perth, so my brain is fried, and operating at half capacity. Let us pray for a fixed AC in time for the next one.
