What’s sparking curiosity in the creator economy, social, tech, and marketing this week in Fifth Finds? We cover MP Chris Bryant’s Influencer Code, how subcultural capital is shaping taste, status, and brand success, and Jacquemus’ new film and collaboration with L’Oréal. We also highlight the TechMagic podcast and Pinterest’s first billion-dollar quarter.

Our team share insights on marketing to parents using social media, and why TikTok is the place to be when marketing beauty products.

Chris Bryant’s Influencer Code.

Labour MP Chris Bryant has introduced the Influencer Code, a proposal aimed at strengthening regulations around influencer content, with a focus on transparency and consumer protection. 
Last week, he acknowledged the progress made by ISBA and the Influencer Marketing Trade Body (co-chaired by our CEO, Oliver Lewis) with the Influencer Marketing Industry Code of Conduct, highlighting its role in setting industry standards. If adopted, the new code could bring significant changes to the way influencer marketing operates.
The proposal pushes for clearer guidelines on paid partnerships, stricter rules around advertising to children, and greater accountability for misleading content. It also highlights concerns about deepfakes and AI-generated influencers, highlighting the need for authenticity in the space.

Jacquemus brings everyday magic to the screen, and now to beauty.

Jacquemus has just dropped a new film, shot on the iPhone 16 Pro Max, offering a behind-the-scenes look at a ‘normal’ day in his atelier. But, as always with Jacquemus, the ordinary feels anything but. Playful, stylish and effortlessly cool, it’s a masterclass in turning the everyday into something cinematic.

That same creative vision is now expanding into beauty. L’Oréal has officially invested in Jacquemus Beauty, bringing the brand’s signature aesthetic to a new category. Expect the same blend of minimalism and fun that has defined Jacquemus in fashion, only this time, it’s makeup and skincare.

How subcultural capital shapes taste, status and brand success.

Sarah Thornton’s concept of subcultural capital centres on shifting status from elite knowledge to taste within subcultures. Instead of fine art and literature, prestige is tied to music, fashion and underground style. But authenticity is everything, as Thornton puts it, “nothing depletes capital more than the sight of someone trying too hard.”

Brands such as Marc Jacobs’ Heaven tap into this by fostering real connections with subcultures, working with vintage sellers and underground designers rather than forcing associations. Media plays a crucial role in shaping what holds cultural value, meaning brands need to integrate naturally into these ecosystems rather than attempting to manufacture credibility. 

This aligns with YouTube’s recent expansion of its Communities feature. Like subcultures, YouTube’s Communities are all about fostering authentic connections and interactions—creating environments where creators and fans can truly bond.

Tech Magic.

In this episode of Tech Magic, hosts Cathy Hackl and Lee Kebler dive into the latest tech developments, from Meta’s bold moves in AR to Apple’s Vision Pro journey one year later. They discuss Meta’s success with Ray-Ban AI glasses, Apple’s challenges in AR innovation, and the evolution of creators into media moguls. 
Cathy also interviews special guest Jeff Barrett, who shares insights on building sustainable creator careers, and the global expansion of digital content platforms. Whether users are interested in cutting-edge tech or the creator economy, this episode highlights key trends shaping 2025.

Pinterest reports its first billion-dollar quarter and record user growth.

Pinterest has achieved a significant milestone, reporting its first-ever billion-dollar revenue quarter. In Q4 2024, the platform’s revenue reached $1.15 billion, marking an 18% increase from the previous year. Global monthly active users also grew by 11%, totalling 553 million.

CEO Bill Ready attributes this success to the company’s strategic focus on enhancing user engagement and delivering value to advertisers. Looking ahead, Pinterest projects first-quarter revenue between $837 million and $852 million, indicating continued growth momentum.

Fresh insights from The Fifth team:

• Rebecca Thomas, our Client Services, Marketing & New Business Director, explores how social media has reshaped parenting culture, offering connection, education, and humour in ways traditional channels never could. She also breaks down what brands need to know when engaging with parenting audiences, because parents aren’t looking for perfection – they’re looking for authenticity. Have a read here.
• Chiara Yeomans, our Account Manager, delves into ‘TikTok: The Beauty Search Engine’. With over half of Gen Z turning to TikTok for skincare hacks and makeup recommendations, the platform has become a key destination for beauty discovery. As users prioritise short-form video for search, beauty brands must see TikTok as more than just a social platform – it’s a powerful search engine. Have a read here.

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