Traitors, bats and mushroom moments
Scrolls #13, lucky for SoMe, is here to light up the end of your week. Here's our hits of the week that gave our thumbs a break. Enjoy!
This week it's all traitors, bats and and mushroom moments👇
SCROLL-STOPPERS
Kristy Kreme X Celebrity Traitors 😈
Dirtea X Princess Di’s mushroom moments 🍄🟫
TikTok goes bat-trend crazy 🦇
Sora 2 launch has Stephen Hawkins AI-ing
Dolly Parton gives a health update 💅
Pot Noodle’s perfect pint 🍜
Kris Jenner gets a hair upgrade 👱♀️
Food creator recipes go animated 🥢
POV: WHERE IS THE DIVERSITY ON SOCIAL MEDIA?
I follow a lot of challenger brands on social media, when I have a scroll through I see a pattern. Similar faces, similar stories, similar points of view.
The reality is that for an industry built on creativity and inclusion, the world of marketing in 2025 is not very diverse. One in eight people are from ethnic minority backgrounds. Only in ten are rom working-class roots.
That's bad full stop. But, it's also bad for the content that audiences see in their feeds.
As employee- and user-generated content dominate social platforms, the lack of diversity behind the camera becomes clear. When everyone telling your brand’s story looks and thinks the same, your social presence risks blending into the background.
That’s when you start losing people.
Diversity isn’t just about visuals too - it’s also about perspectives. Within each target audience there are a spectrum of lifestyles, there will be common values that tie them together, but not everyone has the same human experience.
If that breadth is not reflected in your content, pockets of you audience will feel disconnected.
Over half of consumers stay loyal to brands that commit to inclusion (Deloitte). That means representation isn’t a bonus - it’s essential for relevance.
Diverse storytelling also drives performance.
Meta’s Inclusive Ads Report showed that creative that was perceived as inclusive delivered higher recall by 90%. The ads landed harder when they were as diverse as the worlds the target audience live in.
Instead of categories that all look the same - with the same creators, the same aspirational aesthetics, the same lifestyles - challenger brand should be leading the charge to have more diversity. It feels more authentic, more relatable and more real. It will perform better. It's also just the right thing to do.
Building this doesn’t happen by accident. It means widening your creator partnerships, spotlighting employees from all backgrounds and making sure your content calendar reflects the audience you want to connect with - not just the people already at the table.
