Hi there! Welcome back to On Brand - your weekly dose of cultural commentary, brand strategy, and what's actually happening in social media and the creator economy.
I spend a lot (like a lot, a lot) of time thinking about the internet, social media, and how rapidly everything is changing. But dare I say to the better?
While the late 2010s and early 2020s were dominated by look-at-how-perfect-my-life-is influencers, this year seems to have brought about a lot of changes. Whether it’s the rise of expert-creators (you can read about it here), our general fatigue when it comes to doomscrolling and consuming content, or the shift from passive consumption to going a full circle on creating more connection-based internet…there’s a lot to talk about.
Today, we’re diving into the rise of communities over traditional influencers and whether this commodification of community is actually positive or just another trend for brands to monetize on.
Let’s get into it, shall we?
In this issue:
Our 2026 CEO planner is almost ready! For the last 3 years, we have released a handy planner at the end of December to help you get organized for the new year, and this year is no different.
This might be my favorite version so far. I’ve been testing it for the last couple of months, and it has EVERYTHING you need to stay organized without losing your mind. I’m a Virgo, and systems and processes are my strength, so if you need more of this energy in your life, this is for you.
Join 2,000+ other entrepreneurs and creators in being organized AF.
Interesting things from last week
The best things we’ve read, watched and listened to + news from the internet.
So it’s cool to have no followers now. Loved this article about the change in how we perceive building an audience on social media from Kyle Chayka.
Not a media to consume, but I’m obsessed with these necktie shirts from The Frankie Shop and want one in every color.
Designing your anti-rot year. I’m 10000% participating. Are you?
Cool jobs for cool gals
Looking for a new gig?! We got you! Here are some coolest jobs in social media, creator economy & female-led brands.
💄 Freelance Director of Brand Awareness, Glossier (NYC) - Manage campaigns for the iconic beauty brand.
💬 Brand Copywriter, SKIMS (LA) - Can think of a witty way to sell Skims merkin? Might be a match made in heaven!
💊 Sr. Social Media & Content Director, Hims & Hers (Remote) - Lead team of social media strategists and create cultural moments at this health & wellness platform.
👖 Associate Director of Brand Marketing, Reformation (LA) - Reformation is looking for someone to manage all things brand campaigns & socials. Talk about a dream role!
The rise and fall of the influencer
There’s a big shift in how we, as consumers of products or content, want to interact.
We’ve gone from traditional media & ads to influencers, and for a while, it felt relatable and it worked. You see someone’s lifestyle, you aspire to it, and you buy the things that help you emulate said lifestyle. Lovely!
But that quickly became transactional too. Now we’re seeing the rise of community - where people come together around a shared topic, led by someone they trust. It’s not just about attention anymore, it’s about belonging and participation.
Community leaders are the new it girls
From run clubs and book clubs, thoughtfully curated events to private online communities...people want to be talked to, not talked at.
Getting attention is now much harder than even a year ago, and brands and creators need to reshape the relationship between them and their audiences.
Loyalty is now built through people feeling seen, feeling like they belong, and being given meaningful ways to participate.
Brand & creators are catching on
Miu Miu is hosting a book club. So is Dua Lipa. On Running and Lululemon are doing community events. Your favorite influencer is hosting an in-person meetup, starting a community page or a private chat group.
Audiences become stakeholders, and cultural relevance comes from creating belonging. The best brands are movements with a product attached to it as merch.
Business of belonging
The post-pandemic world has been nothing but strange, and we’re lonelier than ever. Over 75% Gen Z and millennials report feeling lonely, and third places are almost non-existent. The collapse of traditional institutions is both economic and ideological. There’s a sense of anxiety that the rules we were brought up with - go to a good school, get a good job, live happily ever after - are gone, and we don’t know what’s next.
People want to believe in something better and in the idea that their contributions matter. Where traditional systems failed us, we’re now looking for meaning and belonging in new places - in brands, communities, and the people building them.
Movers and shakers
The brands and creators becoming part of lifestyle and culture are all doing this:
building owned community spaces beyond social platforms
enabling genuine co-creation with their audience
amplifying authentic voices rather than paid influencers
hosting meaningful IRL experiences (pop-ups, summits, cafés)
basing their marketing on shared values
measuring community engagement over vanity metrics
💰 Starting your own creator business? You can now host your courses, digital products and online communities with Teachable. Try it for 30 days for free with an extended trial.
🗓 Hit the ground running in 2026 with our CEO Planner. Get clear on your goals, manage your projects, and stay consistent with this all-in-one planner I seriously can’t be without. Launching late 2025. Sign up for a waitlist here.
🪩 Need more clarity on your (personal) brand? Download our free Obsession-Worthy Brand Guide to create a brand your audience can’t get enough of.
That’s it for this week.
As always, thanks for being here!
The Girls Club Team
