Fans first.
Platforms are doubling down on fan interaction, giving users more ways to connect with creators and communities. Fifth Finds
WhatsApp has launched a watch-along feature with Offball, letting fans join exclusive group chats during live events, making sports viewing more interactive. Meanwhile, SoundCloud’s new ‘Fan Recognition’ highlights an artist’s most engaged listeners, showcasing ‘First Fans’ who discover tracks early and ‘Top Fans’ who stream the most. With Fan Recognition, user support is recognised and displayed on the artist’s track page, giving them a unique spot on the journey.
It’s clear the spotlight is well and truly on superfans and immersive, community-driven experiences that bring people closer than ever to what they love. We’re looking forward to seeing how technology continues to fuel this…
Communities vs networks.
Not all online connections are created equal. This piece breaks down the key differences between communities and networks, and why it matters for brands.
Networks are built on reach and visibility, but communities thrive on shared purpose and deeper engagement. As platforms shift towards more meaningful interactions, brands that prioritise fostering genuine communities over chasing numbers will see stronger, more lasting connections.
With users increasingly seeking spaces where they truly belong, understanding this distinction is more important than ever.
Luxury travel and the power of TikTok.
Our recent campaign with Cunard showcased a luxurious and rejuvenating cruise experience, highlighting the perfect balance of wellness, fine dining, relaxation, and adventure aboard Queen Anne. Set against the backdrop of the North Sea and Hamburg, it positioned Cunard as the premium choice for users looking to reset and unwind at sea.
Luxury travel has a strong audience on TikTok, with 27 million views. Users booking via the platform also spend more, with an average of nearly £100 extra per trip compared to other social channels.
Beyond inspiration, TikTok is shaping travel behaviour, from promoting destination dupes to tackling over-tourism. Users are actively searching for hidden gems such as Ljubljana over Venice. Niche travel is also on the rise, with fandom-driven trips and slow travel gaining momentum.
Who really wins in the music industry?
While platforms push fan engagement, behind the scenes, it’s a different story. A new podcast digs into the world of ghost songwriters, the hidden voices behind some of the biggest hits. Meanwhile, Spotify founder Daniel Ek has now cashed out $666m in stock, making him wealthier than any artist on the platform.
These stories highlight the contrast between the growing focus on superfans and the reality of who actually profits in music. As artists look for new ways to connect with users directly, the question remains – who really holds the power?
A call for better representation.
A new campaign by the charity Changing Faces is calling for better representation of people with visible differences in advertising and media. With over half (54%) of those with visible differences feeling ignored by brands and 64% believing ads do not represent them, the message is clear – there’s still a long way to go.
The charity is pushing for more inclusive casting and storytelling to ensure greater visibility and authentic representation across the industry, and we couldn’t agree more. We love this campaign!
The future of beauty: embracing sustainability
Sustainability in beauty is no longer just a trend – it’s a necessity. Consumers, especially Gen Z, are demanding more from brands, from ethical ingredient sourcing to recyclable packaging. But the challenge remains: how do we make sustainable choices as easy as possible?
Our Senior Account Director, Juliette Cooney, sat down with beauty consultant, Samantha Freedman, to discuss how the industry is evolving and what’s next for sustainable beauty. From the role of Creators in educating consumers to the importance of certifications such as B Corp, it’s clear that transparency and innovation will shape the brands of tomorrow. Read here
Want to receive weekly updates? Sign up to our mailing list here to have Fifth Finds delivered straight to your inbox!
Related posts
Fifth Finds 2/04/25
In this weeks Fifth Finds we look at the AI art debate, why cultural fluency is the foundation of modern brand DNA, and how food entertainment is becoming the new frontier in social content.
Fifth Finds 26/03/25
This weeks Fifth Finds we look at the impending HFSS ban, how Taco Bell is redefining fast food with a live event, Creators making their own rules, and why more than half of brands will pay YouTubers to market their products this year.
Fifth Finds 19/03/2025
This weeks Fifth Finds, We explore nostalgia in our latest cultural fluency documentary on merchandise, we unpack Substack’s 5M paid subscriptions, and explore what a potential U.S. TikTok ban could mean.
Fifth Finds 13/03/25
In this weeks Fifth Finds we explore Google’s free speech debate and how rebellious branding is shifting from counterculture to corporate strategy. Plus, a breakdown of the latest Creator charity football match, Substack’s new food platform Grubstack, and the nostalgia-fuelled Down the Caff podcast. Finally, a look at CORQ’s insights into the booming food Creator space.
Fifth Finds 05/03/25
In this weeks Fifth Finds we explore Instagram’s new app, the rise of the lip balm economy, and the growing popularity of long-form content. Plus, we dive into the impact of voice assistants and hear how YouTube Podcasts has reached 1 billion users.
Fifth Finds 19/02/25
This weeks Fifth Finds, we explore reports of Netflix venturing into podcasts, the rise of virtual Grand Theft Auto, and the NBA’s presence on Apple Vision Pro. Plus, we spotlight The Ladies Who Launch podcast and Reddit’s remarkable growth.