The Briefing Room

TikTok’s reign as the go-to app for social discovery and viral trends might have met its match. RedNote, known as Xiaohongshu in China, is making waves in the U.S. and climbing app charts at record speed. This isn’t just another trend to shrug off—it’s a pivotal moment for marketers looking to stay ahead of the curve in social commerce and content strategy.

TikTok’s about to go dark. With the ban set for next week, the digital landscape is shifting fast. But here’s the thing: while others scramble, the smartest brands are already leaning into what’s next. IRL marketing—real-world, unmissable brand moments that can’t be banned, swiped past, or ignored.  This isn’t a nostalgic love letter to old-school billboards and flyers. We’re talking experiential, rebellious, in-your-face brand moments that TikTok could never replicate. IRL marketing isn’t just a fallback; it’s the future. 

Meta’s 2025 content moderation update is making waves in the advertising world. By replacing third-party fact-checkers with a community-based system and loosening restrictions on political content, Meta aims to foster open dialogue. However, these changes are raising concerns among advertisers about maintaining brand safety on platforms like Facebook and Instagram.