More Than Just Scents: How TikTok's Cologne Trend Reveals Marketing's Influence on Teen Culture

This article is inspired by the afternoon I spent with my teenage nephew spraying various colognes thanks to TikTok and the message that we need to have more ethics when it comes to marketing.

Saddle up.

I'm going to start by saying that I legitimately felt that overwhelming annoyance from the workers at Sephora as they braced themselves and their noses the second they saw a teenage boy head toward the cologne section. Why? They are about to spray all the ones they have seen on TikTok, which they think the person doing the "review" has paid for. (I'm using the word review here loosely) 

Over the years- I have had many discussions with my nephew about how 80% of things on social media are fake-all the platforms. We've had the conversation many times because he, like many other juvenile social consumers and grown adults, will even fall back into believing that everything on social media is real. And in case you need the reminder again today, most social media is a highlight reel, and while not intentionally meant to make you feel like garbage about your life, you sometimes feel like garbage about your life.  

I reminded him that, like a Jedi, I needed to decide early in my career whether to use my storytelling and marketing powers for good or evil. I chose good because, well, the dark side of marketing borders on manipulation.

Manipulation is what is happening with most of these influencer "reviews."

Most people, especially juveniles and teens, do not understand that most successful cologne influencers aren't spending thousands of dollars building their collections.

Once creators reach certain follower thresholds, they typically receive:

• Free product shipments: Fragrance companies regularly send complimentary full-sized bottles to creators with engaged audiences

• PR packages: Curated collections of new or seasonal releases sent specifically for content creation

• Affiliate partnerships: Custom discount codes that earn influencers commission when their followers purchase

Now, this is not only for cologne; it is pretty much the foundation of any marketing and PR campaign around anything. All those big box store hauls—sometimes the store pays them to do them, and other times, if the account isn't big enough to get paid or things are free, people are buying the things, trying them on at home, and then returning them. 

These arrangements create a misleading impression about the accessibility of extensive cologne collections and well everything. While creators might showcase dozens of premium fragrances (collectively worth thousands of dollars), they've often acquired them through their content creation for FREE rather than personal purchases.

I'm going to keep using the cologne example, but this can apply to so many other consumable things because we all need to understand what exactly is happening in these videos and why they have captured Gen Z's and every other social consumer's attention.

This trend is fascinating because it has evolved beyond mere product showcasing. Creative spinoffs include "scent profiles," where teens match cologne to different personalities, cologne review challenges, and even "scent storytelling," where creators craft narratives around different fragrances. (I watched them for an hour; that's an hour of my life I'm never getting back.)

Why Teens Are Drawn to This Trend

The cologne trend represents several aspects of teen culture converging:

1. Identity formation: For many young men, cologne represents an accessible entry point into personal grooming and the development of a signature style.

2. Social validation: Comments sections overflow with peer approval, with phrases like "that's fire" or "absolute W" (win), validating choices and boosting social standing.

3. Aspiration: Teens associate certain fragrances with maturity, sophistication, and attractiveness - qualities particularly appealing during adolescence.

4. Community: The shared language, rituals, and inside jokes create a sense of belonging.

The TikTok cologne phenomenon represents more than just teenagers obsessing over smelling good. It illustrates how social media transforms ordinary consumer products into vehicles for self-expression, community building, and identity formation - hallmarks of adolescence that have simply found a new digital home.

So, how can we build a community around a consumer product and keep it ethical?

For Brands and Marketers:

• Transparency requirements: Forward-thinking brands can stand out by requiring clear disclosure of gifted products in all content. if you are a business who has affiliate programs like this and it is in your creator contract that they need to disclose it is sponsored or paid you’ve gotta stay up to date on the content they are posting, because well you’re part of the problem too.

• Accessibility initiatives: Create sampling programs or smaller-sized options that make quality fragrances accessible to teen budgets.

For Parents and Educators:

• Media literacy curriculum: Use cologne TikTok as a case study for teaching teens to identify sponsored content even when the person is not disclosing it is sponsored content.

• Consumer education: Encourage conversations about value, quality versus quantity, and responsible consumption.

• Entrepreneurship lessons: Discuss how teens might ethically monetize their interests through content creation if this is the avenue they want to take.

What Parents Should Consider

For parents observing this trend, there are several considerations:

• Cost awareness: Premium colognes can be expensive, making this an opportunity to discuss budgeting and financial priorities.

• Moderation conversations: Many videos glorify excessive application, which can be overwhelming in real-life settings like classrooms.

• Positive aspects: This trend encourages personal hygiene and grooming - generally positive habits for teenagers to develop.

• Media literacy: Help teens understand that influencers often receive free products, creating unrealistic expectations about what constitutes a "normal" collection.

• Influencer economics: Explain how content creators monetize their platforms through partnerships, making their collections more business investments than personal splurges.

While the cologne trend will eventually fade (as all trends do), the underlying social dynamics it reveals about teenage development in the digital age are worth noting. For now, parents need to have honest conversations about influencer marketing, realistic budgeting, and the difference between curated social media personas and everyday reality. And if you're not a parent, you might need to look in the mirror and have that conversation with yourself. The things you are being sold will not make you happier, a better person, or love you back.

They are things; if you are buying into all of the hype, it's time for some self-reflection. It's time to stop letting an algorithm tell you what you like and how you are supposed to feel because the majority of the content is sponsored, but people are not disclosing that as they need to.

Why Being Timeless Beats Trending

We're constantly bombarded with the newest trends, platforms, and techniques. The pressure to stay current can be overwhelming—but what if chasing trends isn't always the best strategy?

As someone who's navigated the ever-changing digital landscape since Netflix only mailed dvds, I've come to appreciate that timeless strategies often outperform fleeting trends.

Trend-based marketing is exhausting. Just when you've mastered TikTok, another platform emerges. Just when you've optimized for one algorithm update, another rolls out. This constant pivot requires substantial resources and creates a reactive rather than strategic approach.

And what’s worse is that trending content has a remarkably short shelf life. That viral moment might generate impressive metrics for a week, but then what? When your marketing foundation is built on trending content, you're essentially starting from zero with each campaign.

Timeless marketing focuses on enduring human needs, emotions, and behaviors. It's about understanding fundamental marketing principles that don't change, even when technologies and platforms do.

While trending content might spike your analytics, evergreen content consistently generates traffic, leads, and conversions for years. A well-researched, comprehensive guide published three years ago might still be driving significant traffic today, long after your trending piece has been forgotten.

Brands that maintain consistent messaging and values across time develop deeper relationships with their audience. When you're not constantly shifting your approach to match trends, customers know what to expect from you—and consistency breeds trust.

Understanding timeless marketing principles—clear value propositions, compelling storytelling, customer-centric approaches—means you can adapt to any new platform or technology that emerges without starting from scratch.

Finding the Balance

The most effective approach isn't entirely avoiding trends but rather building on a timeless foundation. Here's how to strike that balance:

1. Invest most of your resources in content and strategies with long-term value

2. Filter trends through your brand's core identity and values

3. Adapt trending topics to fit your evergreen approach rather than completely pivoting

4. Focus on customer problems and needs that don't change, even as solutions evolve

The most successful marketing strategies I know aren't the ones constantly chasing the latest trend—they're the ones who understand fundamental marketing principles and human psychology. They know how to tell stories that resonate regardless of platform. They create content that remains valuable whether it's consumed today or three years from now.

In a world obsessed with what's trending, being timeless isn't just easier—it's smarter. Build your marketing on a foundation of principles and strategies that stand the test of time, and you'll find yourself spending less time frantically adapting and more time actually connecting with your audience.

What timeless marketing strategies have worked for your brand?

A Few Ways You Might Be Infringing On Terms & Conditions

We’ve all done it, scrolled to the bottom of the terms and just accepted them. But here’s some key points that you might be missing.

I’m not an attorney, however these are some best practices I encourage business owners who are DIYing their marketing.

It's been a few weeks since the marketing event of the year - The Super Bowl. And we are also in award season and major events like this, moments are frequently turned into memes with trending audio. While these viral opportunities might seem tempting, they come with significant legal risks.

As a content creator, understanding these potential infringements could be the difference between growing your brand and losing your accounts altogether.

Let's explore some common copyright pitfalls in today's digital landscape:

1. The Trending Audio Trap

Trending audio can catapult content into viral territory, potentially exposing your brand to millions of new viewers. It's no wonder that people are selling "guides" on how to leverage these trends. However, there's a crucial detail these guides often overlook: using audio without permission is copyright infringement.

Whether you extract audio from another Reel, TikTok, or any platform, you're using someone else's intellectual property without proper authorization. The consequences can range from:

• Your account being reported to the platform

• Receiving a cease and desist letter

• Facing a lawsuit from the original creator

• Having the platform remove your content

Most commonly, the original rights holder will request removal of the unauthorized audio from your videos. While this might seem minor, repeated violations can lead to account suspension or termination.

2. The User-Generated Content Dilemma

User-Generated Content (UGC) has become a cornerstone of authentic marketing strategies. Brands love showcasing how real customers use their products, but this comes with legal responsibilities.

Important: Even if you're tagged in someone's post, you still need explicit permission to repurpose their content. Being tagged is not legal consent for reuse.

Best practices include:

• Always DM creators to request written permission

• Keep records of these permissions

• Consider creating a simple template for content usage rights

• Give proper credit when reposting

Without written permission, you're engaging in copyright infringement, regardless of how flattering the original content might be to your brand.

3. The "Free Internet Resource" Myth

Those images from Google searches or inspirational quotes from Pinterest might seem free for the taking, but platform community guidelines are clear: you need proper rights to use this content.

This includes:

• Stock photos (which require licenses)

• Quotes from books, speeches, or other copyrighted works

• Images of celebrities, athletes, or public figures

• Screenshots from broadcasts or streams

Many creators mistakenly believe that providing attribution is sufficient, but proper licensing often requires more than simply crediting the source.

Protecting Your Digital Presence

As social media becomes increasingly competitive, the temptation to cut corners grows stronger. However, building a sustainable brand means respecting intellectual property rights. Not only does this protect you legally, but it also demonstrates integrity to your audience.

Consider these alternatives to potentially infringing content:

• Create original audio for your content

• Partner with music creators for licensed tracks

• Develop a UGC program with clear permission structures

• Invest in stock photography subscriptions

• Generate your own quotes and insights

The digital landscape is constantly evolving, but copyright fundamentals remain consistent. By understanding these principles, you can build a content strategy that's both engaging and legally sound.

What copyright challenges have you encountered in your content creation journey? How have you navigated these complex waters while keeping your creativity flowing?

Trust Is The New Currency: A Raw 2025 Digital Marketing Truth Bomb

I need to be real with you about what's happening in content marketing right now. After a decade in this space, what I've witnessed in the past 30 days is unprecedented. If someone's trying to sell you their "proven framework" for lead optimization in 2025, they're completely disconnected from the ground reality of social platforms.

Here's what's actually happening: Trust has become the new digital currency. Full Stop.

Let's drop the marketing speak for a minute. Content isn't for lead generation anymore – it's for trust generation. And if you're still chasing leads while ignoring trust, you're fighting yesterday's battle.

Think about why you follow your favorite creators or brands. Is it because they offered you some flashy discount code or a free PDF? Or is it because they consistently show up in your feed with content that actually makes your life better?

Yeah, I thought so.

Here's what nobody else is telling you:

• A lead without trust is just an unsubscribe waiting to happen

• Trust without an immediate conversion is an investment in future growth

• Gated content might build your email list, but trusted content builds your empire

Why is lead generation dwindling? Simple. People are exhausted.

They're tired of:

• Random "experts" sliding into their DMs

• Being sold to every time they open social media

• Handing over their email for another useless PDF

• The constant barrage of "valuable content" that offers zero value

Let's talk about the elephant in the room. Too many people have been burned by digital marketers. You know the type – the ones posting about making "$20k a month" who sell you a vague template that doesn't work. When you seek help, they either ghost you or blame your "mindset."

Now you're stuck with:

• Trust issues with marketers

• A feeling of failure because their "proven methods" didn't work

• Skepticism about content creation because "what's the point?"

• Hesitation to invest in content because you've been burned before

Want to know if you're on the right track? Answer these questions honestly:

1. Is your content actually worth saving and sharing?

2. Are you hoarding your best insights behind lead magnets?

3. Do you have real relationships in your DMs, or just a database?

If your answers are No, Yes, and No – we need to talk.

Here's why trustworthy organic content isn't an expense – it's your most valuable digital asset:

• It becomes reference material for your industry

• It documents your journey and expertise

• It builds credibility that compounds over time

• It works for you 24/7, unlike ads that die when you stop paying

While others are still doing trust-breaking marketing in 2025, you have a choice. You can:

• Keep chasing vanishing leads

• Keep buying into "proven frameworks"

• Keep wondering why your content isn't converting

Or...

You can start building something that actually matters – trust that translates into lasting influence.

The truth is, every piece of content you create is either building or breaking trust. There's no middle ground anymore.

If you're tired of:

• Following outdated playbooks

• Chasing leads that go nowhere

• Creating content that doesn't convert

• Watching your competitors build real relationships

Then it's time we talked. Because while everyone else is optimizing for algorithms, we could be optimizing for trust.

The real question isn't "Can you afford to invest in trust-building content?"

It's "Can you afford not to?"

The future of digital marketing isn't about who can generate the most leads. It's about who can generate the most trust. Where do you want to be?

Why Your Marketing Strategy Needs a Complete Backup Plan

We're witnessing the beginning of a significant shift. The "Delete Meta" movement, once a fringe concept, is gaining momentum, and savvy marketers are starting to pay attention for the businesses they're working for. Here's why you should too, and more importantly, what you can do about it.

Several factors are converging to make this year particularly weird for digital marketers:

1. Growing privacy concerns and increased awareness about social media's impact on mental health

2. The rise of alternative platforms and digital spaces

3. Changing consumer behavior and expectations around brand communications

4. Increasing skepticism about traditional social media platforms

5. The impact of AI and evolving content consumption patterns

If we learned anything from the 12-hour Tiktok "ban," the writing is on the wall: relying solely on any single platform is increasingly risky. 

Here's what forward-thinking brands need to be doing:

Diversify Your Digital Presence

• Explore emerging platforms while maintaining your existing presence

• Build direct communication channels with your audience (email lists, SMS, private communities)

• Invest in owned media properties like your website and blog

Strengthen First-Party Data Collection

• Develop strategies to collect and utilize customer data ethically

• Create valuable content that encourages direct relationship-building

• Focus on building an email list that you control

Experiment with Alternative Platforms

• Test content on newer or different platforms where your audience might be migrating

• Pay attention to engagement metrics across all channels

• Be ready to pivot resources based on performance

The key to surviving and thriving in this shifting landscape isn't just having a Plan B—it's about developing a flexible, multi-channel approach that can adapt as quickly as your audience's preferences change.

Remember: The goal isn't to abandon ship at the first sign of trouble but to ensure your brand's success isn't completely dependent on any single platform's performance or popularity.

Taking Action Now

Start by asking yourself these critical questions:

• How dependent is your marketing strategy on Meta platforms?

• What would happen if you lost access to 30% of your social media audience overnight?

• Which alternative channels could you develop to maintain connection with your audience?

The time to prepare isn't when the shift happens – it's now before these changes accelerate. While some might see these platform shifts as a threat, smart marketers will recognize them as an opportunity to build more resilient, diverse, and effective marketing strategies.

The marketing landscape of 2025 might be "weird," but with proper preparation and a willingness to adapt, your brand can not only survive but thrive in this changing environment.

If you’re ready for a contingency plan, let’s chat.

The Dolly Doctrine: Building an Empire with Heart

Like most other Sundays, I'll put on my favorite vinyl this morning and sip coffee for 37 hours. 🙃

But this weekend's selection is special - it's “Dolly Parton and Family Smoky Mountain DNA,” because January 19th is Dolly Parton's birthday.

As the needle drops and that warm, familiar voice fills my living room, I can't help but think about how this woman from Tennessee has shaped not just music but modern business itself.

My Sunday vinyl sessions are always special because it slows me down to actually think.

And lately, I've been thinking about how the Queen of Country isn't just a musician – she's a masterclass in business strategy hiding in plain sight.

While most people see the rhinestones and big hair, I see a woman who built a billion-dollar empire by breaking every conventional rule in the business playbook by being herself.

It hits me between the crackles and pops of these vintage records: in today's fast-paced business world, we could all benefit from asking ourselves more often, "What Would Dolly Do?"

In a career spanning over 50 years, Dolly Parton hasn't just built an empire – she's redefined what it means to be a leader with heart. Here's how we can all channel a little more Dolly in our professional lives:

1. Authenticity is your superpower. Dolly never tried to be anyone but herself, even when critics dismissed her. She turned her unique personality into her greatest asset. In business, your authenticity can be your strongest differentiator. As Dolly says, "Figure out who you are and do it on purpose."

2. Diversify and reinvent, but stay true to your core. From music to theme parks to movies – Dolly's brilliance lies in expanding while maintaining her essence. Remember: Growth doesn't mean abandoning your foundations. Her empire includes everything from entertainment to hospitality, but each venture carries her distinct stamp.

3. Lead with generosity. Dolly's Imagination Library has given away millions of books to children. Her business model proves that profit and purpose can coexist beautifully. Success means lifting others as you climb. During the pandemic, she donated $1 million to help fund Moderna's vaccine research – that's Dolly-level thinking.

4. Work like you mean it. Behind the rhinestones and big hair is one of the hardest-working people in show business. Excellence doesn't happen by accident – it takes early mornings and determination. Dolly famously said, "Never get so busy making a living that you forget to make a life," but she also starts her day at 3 AM to make things happen.

5. Treat everyone with respect. From executives to custodial staff, Dolly's known for treating everyone with equal dignity. True leadership isn't about power – it's about how you make people feel. Her theme park, Dollywood, is consistently rated one of the best places to work because of this philosophy.

The true genius of Dolly's approach? She makes business personal.

Her famous quote "It takes a lot of money to look this cheap" isn't just about appearance – it's about understanding your brand, owning it, and turning perceived weaknesses into strengths. She's proven that being underestimated can be your greatest advantage if you know how to leverage it.

In today's business world, we could all benefit from asking ourselves: "What Would Dolly Do?"

The answer usually involves being smarter than people expect, kinder than necessary, and always ready to put in the work while wearing a smile.

Why DIYing Social Media Is Costing You Time, Money, and Growth

Think of social media as the professional attire of the digital age – it's the first impression you make on potential clients, the handshake before the conversation begins. Just as you wouldn't walk into a high-stakes meeting underdressed, your brand shouldn't appear online without proper presentation.

Marketing isn't just about promoting products or services; it's about crafting your brand's story and consistently communicating your value to the world. It's the warm smile of customer service translated into digital touchpoints that resonate with your audience.

Many business owners hesitate to outsource their social media marketing, viewing it as an unnecessary expense. However, consider this: every hour your team spends crafting posts, planning content, and staying current with platform changes is an hour they're not closing deals or serving clients.

The ROI of professional social media management isn't just measured in likes and shares – it's measured in the precious time returned to your sales team to do what they do best: SELL.

While sales drive immediate revenue, social media plays a more nuanced but equally crucial role. It builds trust and credibility, transforming casual scrollers into loyal customers. When someone's ready to make a purchase decision, you want your brand to be the first that comes to mind, accompanied by positive associations built through consistent, quality content.

Professional content creators and social media strategists do more than JUST post pretty pictures & updates – we're brand architects who:

• Craft compelling narratives that showcase your expertise

• Build and maintain your digital reputation

• Keep pace with evolving platform trends and algorithms

• Create engaging content that resonates with your target audience

• Maintain consistent brand voice across all channels

The social media landscape isn't static – it's constantly evolving.

Running a business is demanding enough without trying to stay ahead of every digital marketing update and, dare I say, trend.

Professional social media management isn't just an expense; it's an investment in your brand's future relevance.

For businesses still questioning the value of outsourcing social media marketing services, consider this: your competitors are likely already investing in their digital presence. In today's market, a strong social media strategy isn't optional – it's essential for staying competitive, relevant, and memorable in a sea of noise.

Social media isn't going anywhere; it's evolving into something more sophisticated and integral to business success. The question isn't whether to invest in social media marketing, but rather: can you afford not to?

The true value of social media marketing lies not in individual posts or campaigns but in the cumulative effect of consistent, professional brand presence that builds trust, enhances credibility, and frees your team to focus on what they do best – GROWING and running your business.

Ready to transform your social media presence? My inbox is always open. Let's discuss how we can amplify your brand's voice and create meaningful connections with your audience.

Zhoosh Your Socials: A Year-End Survival Guide For Your Social Media Marketing

 We’ve arrived weeks 51 and 52 are here! And the last things that you might be thinking about is your marketing. 

I feel you. You’re burnt out, social media and all the digital marketing was ALOT this year. I get it you want to just go and disassociate but in a festive way these last couple of weeks.

However, this is the quietest time of the year on social which means it’s truly a great time to make some updates to your profiles and zhoosh while everyone is celebrating and doing things IRL

Here’s a checklist of what I do at this time of year for clients’ socials and a few suggestions I do personally. The most important thing this year is to make sure 2 Factor is enabled on all accounts, including your website, and to download your data from this year on your platforms. 

Social Media Retrospective

• Review your past year's posts and delete or archive content that no longer represents you

• Take screenshots or save memorable moments you want to keep for personal memory

• Remove posts that might be outdated, unprofessional, or no longer align with your current brand or personal image.  I.e. any shipping or order by deadline photos

Profile Cleanup

• Update your profile pictures and cover photos to reflect your current professional or personal aesthetic

• Review and refresh your bio information

• Check and update any links in your profiles (personal websites, portfolios, contact information)

Platform Assessment

• Evaluate which social media platforms have been most beneficial or enjoyable for you

• Consider unfollowing or muting accounts that don't add value or positivity to your feed

• Remove connections that no longer serve your personal or professional goals

Privacy and Security

• Review your privacy settings on each platform

• Update your passwords

• Check which third-party apps have access to your social media accounts and remove unnecessary permissions

• Enable two-factor authentication if you haven't already

  Digital Detox and Strategy

• Reflect on your social media usage and set boundaries for the upcoming year

• Consider creating a content calendar or posting schedule

• Set realistic goals for your social media presence (e.g., more meaningful interactions, less scrolling)

Archive and Backup

• Download an archive of your social media data

• Save important photos, memories, and posts to a personal cloud or external storage

• Clear out old direct messages and conversations you no longer need

Engagement Reflection

• Review your most engaging posts from the past year

• Understand what type of content resonated with your audience

• Use these insights to inform your content strategy for the next year

Look, I know this might seem like just another "to-do" list during a time when you're trying to wind down and enjoy the holidays. But think of this as a gift to yourself – a little digital self-care that sets you up for a more intentional and less stressful new year.

This isn't about hustling through the holidays. It's about creating space. Space to breathe. Space to reflect. Space to reset your digital boundaries before the new year kicks into high gear.

Pro tip? Do this with a festive drink in hand. Put on some music or a podcast you’ve been meaning to listen to. Make it fun. Turn this "maintenance" into a moment of personal celebration. You've survived another wild year of digital marketing – and that absolutely deserves a toast.

Who knows? By the time everyone else is scrolling mindlessly into the new year, you'll be feeling organized, empowered, and ready to crush your 2025 digital strategy.

Cheers to you, entrepreneurial warrior. You've got this. 🥂✨

P.S. Don't forget to actually take a break too. Your followers (and your mental health) will thank you.

The 5th Quarter: Marketing's Hidden Season of Renewal and Reflection

At the University of Wisconsin, there's this thing called the 5th Quarter after every home football game. It's a beloved tradition where fans stay; the marching band comes out and essentially lets loose. The 5th Quarter starts right after the 4th Quarter ends, which is how I look at the month of January.

Sure, technically, January is the first Quarter of the next year, but expect everyone's emotions to still be full from the four quarters: Halloween, Thanksgiving, Decorating for Christmas/Winter, and Celebrating Christmas/Hanukkah.

Hear me out here.

I've enjoyed my share of fifth quarters at Badger games, and the ones after a win are always more energized and uplifting than the ones after a loss. However, the ones after a loss serve their purpose as well, bringing us together even when things don't go our way. 

(This obviously isn’t football but it’s the only photo I have from that time in my life, cause life.)

January in marketing is the same way.

For some people, the holidays are so great that they're coming off of them like a win from their home team, and for others, they want to quietly forget what happened and slide into the next game.

In my little world, January is the 5th Quarter of whatever year just happened, and February is the actual start of the 1st Quarter of business.

The majority of people are recouping from the holiday. They are trying to ground and refocus on the blur of celebrations, food, and card-swiping that just happened. So when you are marketing all of your things and people are not purchasing them in January, it's not because they don't want them; it's because, well, they have been overwhelmed for the past 30ish days. 

I'll keep saying it because I feel like it's getting lost in the noise marketing is all about psychology and emotions. People.  Marketing is about humans.

And as humans our biological cycles are similar to a bear when it comes to winter, to go inward, reflect, grow from the inside and get deeper roots. 

And as the marketer of your business you've also got to embrace this concept of the human psyche that people are going inward during this 5th Quarter.

Here are some suggestions for embracing and making the most of this unique transitional 5th Quarter, AKA January:

Personal Reflection and Reset

• Take time for introspection, similar to how a football team reviews game footage after a match

• Journal about your experiences from the previous year

• Set intentional, gentle goals that align with your natural energy levels during this quieter time

Slow Marketing and Connection Strategies

• Create low-pressure, empathetic marketing content that acknowledges people's post-holiday exhaustion

• Develop nurturing, relationship-building campaigns that don't demand immediate action

• Share content that provides value, comfort, and gentle motivation

Self-Care and Regeneration

• Embrace the "bear-like" instinct to go inward

• Focus on personal development through reading, learning, or taking online courses

• Practice mindfulness and meditation to help reset your mental and emotional state

Business Planning and Strategy

• Use this time for deep strategic planning

• Review the previous year's performance

• Create flexible, adaptable business plans that recognize the human need for recovery

Community and Connection

• Host low-key networking events or virtual meetups

• Create spaces for genuine, supportive conversations

• Develop content that validates the collective experience of post-holiday recalibration

So, as we navigate this fifth Quarter—whether we're riding the high of a winning season or processing a tough loss—remember that marketing isn't about pushing harder. It's about understanding the human rhythm, respecting energy's natural ebb and flow, and creating space for genuine connection.

Embrace the quiet. Listen to the whispers of potential. Let your marketing be a warm invitation rather than a loud demand. Just as the Badger marching band finds joy in both victory and challenge, we can, too, find meaning in this transitional space.

February will come. The first Quarter will kick off. But for now, take a breath. Reflect. Reconnect. Your audience—those wonderfully complex, emotionally nuanced humans—are doing the same. And when they're ready, they'll be eager to hear your story, engage with your passion, and join your journey.

Welcome to the 5th Quarter. Welcome home.

Defluencing in 2025: Why Real Beats Perfect on Social Media

There’s only a few more weeks left of the year (Hallelujah!) and as we move toward 2025 you might be in marketing planning mode or maybe you’re zoning out and navigating these next couple weeks on cruise control either way save this email because I’m going to talk about 2025 and what I’m anticipating could be the social media “trends”.

Everything I’ve read lately from the industry “experts” and even when I asked my AI friend what the social media marketing trends are for 2025 is all geared towards Gen Z. They’ve skipped over Gen X and Millennials, and let’s face it, we’re the ones steering this social ship, or at least we can be.

This month, I really opened up my SBDC advising calendar, and with all of the businesses I’ve met, this sentiment has come through in one way or another: “I want to be real on social media.”  And friend, the scroller wants you to be real as well.

My relationship with social media has been evolving for at least the last 18 months. I’ve been getting clients on board with a less curated look, leaving things messy in some photos, not overexposing and blowing out the green colors in photos, and offering the scroller something somewhat REAL because IRL things are messy and complicated.

Real life doesn’t care if the kitchen island is clean or the clothes are folded and put away perfectly. It rarely ends like a Hallmark Christmas movie with red snowflake sweaters and a Main Street with twinkling lights.

Real life is thick with challenges and extraordinary.

Real life is holding loss and love at the same time.

And what I’ve noticed is that these photos—these “messy” photos—get scroll stopped more and engaged with more. Why? People are sick of scrolling and, with each thumb flip, feeling like a failure because their life doesn’t look like a movie set.

So, in case you need a reminder, stop thinking that you’re failing at life because yours doesn’t look the same as someone’s on social media. If anything, Gen Z, Millennials, and even some Gen Xers are part of a sad generation posting only happy photos.

(More on that in 2025)

Life- real life doesn’t have to be aesthetically pleasing or expensive to be fulfilling or beautiful.

The social media “norm” isn’t actually normal.

And that’s what I want you to walk away with as a 2025 social media “trend” the defluencing movement.  The movement of where we are ourselves online. The movement where success is defined as checking in and meeting our communities where they are at. The movement where we focus on talking and connecting to who is already there rather than constantly seeking new people. The movement where when we meet you in real life, we get the same person who is showing up on your social. The movement where we stop overproduction and stop taking all of this social media stuff SOOOOO damn seriously. 

The movement where we aren’t constantly selling and instead connecting and allowing the sales to come.

If anything, social in 2025 is going to be ALL ads by this time next year, and the only way to set yourself apart is to be yourself. Because the universe sent you here because the collective needs you to be who you are.

And who you are won’t be for everyone, and that’s OK- your people will find you. 

They already have; they are called your “followers,” aka your community. They are waiting for you to talk to them instead of seeking new members because the number isn’t big enough.

Because someone on social media has your perception so messed up that a low number is not good enough- whether your community is 20 or 20,000- those people want to hear from you.

Keep showing up.