From trends to industry changes, consider this your debrief on everything that went down last month. 

A note: This is a loooong email because there’s so much juiciness to explore. Hit “Read Online” (top right) or “View Entire Message” (bottom of email) to read it all.

TikTok Trends To Try

Here’s some of our favourite trending content from June and July to serve as inspo. If you’re not already using the TikTok Creative Center to spot trending sounds, hashtags and high-performing ads, you really should be.

Trending Instagram Content 

Check out some of the most popular visual directions and trends we’ve seen dominating our IG feeds recently.

Ivy Talent Co News

Our creators are crossing continents this season, bringing inspiration from every corner of the globe. 🌍✈️

• Sarah Pound @wholesomebysarah hit 1M followers on Instagram - a huge milestone, and also featured on the Two Broke Chicks Podcast, and ABC radio.

• Julz @julzhealth hit 100k followers on Instagram — go Julz!

• Daen @daenskitchen visited the Sunrise kitchen, sharing her perfect winter warmer, slow-cooked beef short rib ragu

• Dietitian Mandy @madeby.mandy featured in the Herald Sun sharing 8 recipes to boost your Omega-3 (paywall).

• Ilai @havea_676) and his family are collaborating with the Wallabies as part of the British Lions tour

• Ryan @ryanpaturzo, Montana @monmackfood are both travelling around Europe and available for relevant collaborations or UGC bookings

Ivy Talent Co has also welcomed several new faces to our roster, including:

• Nikki Parkinson of Styling You

• Doone Roisin, founder of Female Start Up Club (LinkedIn on your radar, let’s connect!)

• Peta Matangi, available for co-collaborations with husband Ilai better known as Havea_676

• Dane Renovates, available for co-collaborations with husband, Jordan Bruno

• Sneh Roy from Cook Republic

• The Shared Minds Podcast

• Patt Bosen, from Perks of Patt

For more information on Ivy Talent Co creators, unique and aligned brand partnership opportunities or media enquiries, please reach out to the team via [email protected].

Important Social Media Updates

June and July were big when it came to social media updates, so strap in! From industry updates to metric changes, here are all the recent things you need to know for social media success:

TikTok

TikTok’s looming ban has been delayed in the US, with Donald Trump adding another extension, which pushes the deadline back to mid-September. It was alleged that TikTok was developing a US-only version of the app but this has now been denied.

In terms of updates, the platform is testing the ability to schedule content in-app.

The platform also continues to push its in-stream shopping experience, revealing in-stream shopping has increased 120% this year.

YouTube

YouTube have announced that they will be updating their monetisation rules to better detect mass-produced and repetitive content, only paying creators with ‘real voices’ and original content. We love to hear it!

They’re authors!

It’s set to be a big few months of book launches over at Ivy Talent Co, including:

• Each month, we’ll bring you a curated mix of industry news, insights, and reports to keep you in the loop with the latest in talent, social media, and marketing across Australia and New Zealand.

  For more information on partnering with our authors or our publishing division, email Grace at [email protected]

Beyond the Trend: Insights from the Night

At the beginning of June, we hosted the 2025 Free Folk Agency x Ivy Talent Co Networking Event - aptly themed Beyond the Trend: Building Brands with Staying Power. We were joined by a handful of expert panellists with both brand and creator perspectives, sharing their tips, tricks and insight on how to stay relevant in the ever-evolving digital space. Pannelists included: Nikki Parkinson - former eCommerce business owner and journalist, and content creator at Styling You; Jacqui Toumbas - Former owner of the iconic Brisbane venue - Miss Bliss, content creator, entrepreneur, hospitality consultant and host; and Alicia Foster - Head of Marketing, Frontier Pets

If you couldn’t make it on the night, never fear - we’ve compiled six key takeaways to share:

1. Trends mean nothing if they don’t serve your audience.
   Our panellists reminded us that relevance matters more than virality. Jumping on a trend only works when it aligns with your audience’s interests, values and platform behaviour.

2. Influencers and creators are your bridge to cultural relevance.
   As Alicia pointed out, content creators are not just media channels - they're trusted storytellers. When aligned with a brand’s values, they help humanise the message, extend reach and maintain relevance across diverse audiences.

3. Consistency creates connection.
   While trends come and go, regular formats, series and routines - especially those that show vulnerability - build deeper loyalty. Audiences respond to content that feels personal and familiar. 

4. Own your channels.
   The social media landscape is always changing and sometimes algorithms limit who you reach, and when. Email doesn’t. Building a newsletter or database ensures you can keep reaching your audience, regardless of what happens to algorithms, trends or platforms. 

5. AI is a tool, not a voice.
   From editing to brainstorming content ideas, AI is boosting productivity. But real resonance still comes from the human connection and storytelling. Jacqui nailed it when she said: “AI won’t take your job, but someone who uses it well, will.” 

6. Know your segments—and speak directly to them.

   As Alicia shared, understanding your consumer segments deeply is critical to creating relevant content at every stage of the funnel. A single, all-encompassing strategy won’t cut it - brands need tailored messaging for different audiences and moments.

Upcoming Events to Note

• British and Lions Tour - started 9 July

• International Day of Friendship - 30 July

• World Breastfeeding Week - 1-7 August

• International Beer Day - 1 August

• National Friendship Day - 3 August

• International Cat Day - 8 August

• Daffodil Day - 21 August

Your reading list for this month

Every month, we’ll share industry news, reports and commentary to add to your reading list, to stay up to date with what’s happening in the world of talent, social media and marketing in Australia and New Zealand.

1 - The Guardian | ‘Social media creators to overtake traditional media in ad revenue this year’

It’s no secret that the media landscape has significantly evolved in the last 5 years. While social media has increased accessibility to knowledge and the circulation of freedom of speech, it’s also created a society that now ingests and receives much of its news from social media channels, or more specifically, creators.

Offering insights woven with personal opinion, and not as restricted by the regulations and fact-based commentary imposed on traditional media, it’s no surprise that social media creators are highly influential on consumers’ behaviours and values. Audiences are now more than ever seeing their purchase decisions as extensions of their belief systems and views.

Key insights: 

• In 2025, for the first time, user-generated content on platforms like YouTube, TikTok, and Instagram is projected to attract more advertising income than traditional media outlets such as TV networks and newspapers.

• Advertising revenue for content creators is expected to increase by 20% this year, with projections indicating it will more than double to $376.6 billion by 2030.

• Individual creators can leverage the knowledge of traditional media outlets, recreating content that is personalised and opinion-driven for consumers, making it more impactful, with a higher conversion rate.

• The distinction between user-generated and professionally produced content is becoming increasingly blurred. Many creators now produce high-quality content that rivals traditional media, leading to collaborations and a reshaping of media consumption habits.

2 - The Atlantic | ‘Good Taste Is More Important Than Ever’

If the last 6 months have taught us anything, it’s that the rise of AI is well and truly here. Now inescapable in today’s digital landscape, we, like most marketers, are faced with the challenge of balance - leveraging and leaning into the tools to make processes quicker and smoother, but not forgoing our creativity and human taste that is the real crux of any good strategy.

Not to mention, can AI ever replicate the feeling of human experience and interaction? People-powered marketing is the core of what we do at Free Folk Agency, and despite the amazing capabilities of AI, we’re still in an age where that can only be tapped into by engaging with authentic experiences and creators.”

Key insights: 

• In an age where generative AI can produce an overwhelming array of content, human taste (“judgment with style") is essential. Unlike AI, which often lacks depth and context, human taste involves discerning what is meaningful, beautiful, or resonant.

• Taste isn't innate; it's developed through intentional exposure to excellence across various disciplines and reflective practice. Engage with diverse cultural, artistic, and intellectual experiences.

• Effective leadership in the AI era requires more than strategic knowledge; it demands a well-honed sense of taste. Leaders must make choices that reflect their organisation's values and aspirations, from branding and design to ethical considerations.

Wider/Global Pop Culture Moments and Trends

Astronomical Mistake: CEO’s Kiss Cam Cameo Goes Viral

You’ve perhaps been living under a rock if you missed the latest viral scandal to ripple across the internet.

Andy Byron, CEO of billion‑dollar data startup Astronomer, and the company’s Chief People Officer, Kristin Cabot, were caught in a somewhat intimate embrace on Coldplay’s “kiss cam” during their July 16 concert at Gillette Stadium in Boston.

The clip, posted to TikTok by @instaagraace, instantly went viral, sparking internet speculation on a global scale, with digital detectives quickly uncovering that they were having an affair, especially since both are married to other people.

It’s begged the question (cue: lots of LinkedIn debates), should brands be aligning to all and any trends for engagement, when you’re playing with real people’s lives?

We’d suggest you always consider the risks of trend-jacking before posting, think about: brand alignment, your tone and intention. Sometimes, it’s better to skip the viral moment (and potential engagement) in favour of a deeper understanding of how you want your brand to be perceived and how you show up for your community, consistently.

Game, Set, Match! Wimbledon Generated $1.1 Billion in Media Impact Value This Year

Data from insights firm Launch Metrics has revealed that this year’s Wimbledon tournament generated a huge $1.1 billion in Media Impact Value (MIV), a 23% increase compared to last year.

Ralph Lauren generated the highest value out of all brands present, with $22.5 million in MIV. The involvement of many high-profile and A-List figures also contributed to the spike in MIV this year, with the likes of Kate Middleton, Andrew Garfield, and Olivia Rodrigo all in attendance and profiling various fashion and lifestyle brands.

It’s also worth shouting out the Wimbledon’s social media team, who were publishing an average of 50 posts per day throughout the tournament, with their content series, ‘Overheard’, being a particular favourite.

Marketing Moments

Hook, Line, Sinker! Pinterest Partners With Emma Chamberlain

Pinterest partnered with influencer Emma Chamberlain to launch its very first co-branded product: a limited-edition Sea Salt Toffee coffee blend under her business, Chamberlain Coffee.

The collaboration was able to showcase the platform’s trend forecasting abilities, inspired by Pinterest's "Fisherman Aesthetic" trend, which was one of 20 rising trends that Pinterest identified earlier this year.

Through the dedicated Pinterest board, we’re able to have a peek into the whole product creation journey, from designing the packaging to shoot direction which draws on Emma’s own personal experiences in coastal towns.

The collaboration highlights the growing influence of digital creators in product development and marketing. But even more than this, for the first time, we’re able to really clearly see how social media platforms and influencers can co-create products that resonate with audiences. Platforms like Pinterest don’t have to be just discovery tools but can be active participants in the commerce ecosystem.

The Value of Being A Single NYC Man. A24’s Promotion of Materialists

To promote ‘Materialists,’ the star-studded film that’s on everyone’s lips, A24 worked with the New York Stock Exchange to hijack their tickers - swapping the state of the stock market for the wavering value of single men. 

A24 created a website that asks single men to share their physical and personal characteristics such as height, income, age, turn-ons and icks, which was filtered in real-time onto the screens. 

The stunt endeavoured to capture the transactional and materialistic (😉) essence of modern dating, which the movie explores through Lucy’s experience as a matchmaker. 

Coupled with in-person movie standees that ask men the eternal burning question (are you really 6 feet?) - it’s clear that A24 continues to innovate, take risks and stand-out in unorthodox ways with their promotion strategies.