It’s our first Fifth Finds of the year and we’re excited to bring you a fresh new look as part of our rebrand! So, what’s sparking our curiosity in the creator economy, social, tech, and marketing this week in Fifth Finds?

We explore the future of TikTok in the US along with its current competitor, RedNote; we look at oversaturation in the luxury brand market, and ask if the age of hyper-consumption is over. We also unpack Diageo’s latest trend report, and share more about our refreshed identity.  

ByteDance’s uncertain future.

TikTok has, for now, returned to its U.S. online presence, whilst other apps owned by ByteDance haven’t had the same luck. Meta has come to the rescue for previous users of CapCut by introducing its new app, Edits, launching next month on iOS. Aimed at creators passionate about making mobile videos, Meta is working with select creators to gather feedback.

As TikTok’s future remains unclear, RedNote (a Chinese app) has seen a surge in popularity, especially among young women of colour who were active on TikTok. Its appeal lies somewhere between Instagram and Pinterest, despite the irony that it comes from the very country TikTok’s ban is meant to counter. However, its success may be short-lived as it faces language barriers, as much of the app is in Chinese. Additionally, it will compete with tech giants like Meta and Google, which have vast resources and established dominance in the market.

Read more here.

Does fashion have an over-gifting problem?

It appears that luxury brands are over-reliant on influencer gifting and this Substack article explores how the ‘seeding blitz’ sees influencers receiving and posting about the same products, such as Dior’s Saddle Bag and Louis Vuitton’s reissued Murakami bags. Whilst this can generate exposure, it also leads to oversaturation, making the product feel less special, causing consumer push-back. Particularly with ‘extremely online’ Gen Z, who tend to be more against spoon-fed trends and dictated shopping choices.

As they look to prioritise authenticity and individualistic style choices, brands need to balance exclusivity with accessibility, or risk de-valuing their products. This can turn off high-spending customers who crave something unique rather than just another trendy, algorithm-driven item.

Read more here.

Looking at social media in 2025.

Our content series, The Social Catwalk, sees us explore what’s trending online – from platform updates, to trending news and topics, and the creators disrupting social. To kick off the series for 2025, our marketing exec, Laina Claydon, and our account execs, Bella Hales and Chiara Yeomans, discuss what might be in store this year for the social media space.

From under-consumption trends like TikTok’s ‘Project Pan’ to brands focusing on community-first strategies, it’s clear that this year will be all about intentionality. Expect to see fewer excessive hauls and more meaningful PR, plus a rise in thoughtful, audience-focused events. 

Watch here.

Is the age of hedonistic hyper-consumption over?

We’ve touched on underconsumption trends in our latest Social Catwalk, and overconsumption with luxury brands over-gifting, so this week’s suggested listen continues the theme with the Dazed & Discoursed podcast as its hosts ask, ‘is the age of hedonistic hyper-consumption over?’

Halima Jibril and Elliot Hoste explore the rise of underconsumption trends. Are we trading indulgence for restriction, or is this a step towards a more balanced way of living?

Listen here.

Diageo’s latest trend report.

Diageo’s latest report explores how younger consumers, particularly Gen Z and Millennials are prioritising moderation in their drinking habits. The report also highlights key takeaways including:

• Discussions surrounding self-love increased by 37% YoY
• Discussions around unique experiences and products grew by 83% YoY
• Conscious well-being discussions rose by 49% YoY
• Discussion of brand-built communities rose by 33% since 2023
• Discussions surrounding social change and ethics increased 74% YoY

More insights here.

We have a new look.

Creative Influence in the New Media Landscape 

 As Social & Influencer marketing evolves, so must we. At The Fifth, we’ve grown from our pioneering start-up days to a dynamic creative force, embracing change whilst staying rooted in our mission to elevate voices that shape culture.

 And so today we’re elated to be sharing our new brand identity, which is more than just a facelift – it’s a reflection of where we are and where we’re headed. A seamless fusion of art and copy that speaks to the future, whilst honouring our past. 

 In an industry that’s always changing, our approach has never been more relevant. From our commitment to creativity, empathy, and authenticity, to our belief that successful brands are Fluent in Culture and Social by Nature.

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