Marketing Minute — January 2025
If there’s one thing we can count on in marketing and communications, it’s constant change. Platforms rise and fall (or, in TikTok’s case, nearly fall before making a swift comeback, albeit rife with uncertainty), trust continues to deteriorate and disinformation continues to rise, and brands are left navigating an increasingly fragmented digital landscape. Whether it’s combating misinformation, shifting audience behaviors or even the strategic power of a well-placed typo, adaptability remains one of the essential skills of marketers.
This month, we’re looking at the forces reshaping the way brands communicate—on social platforms, in the press and with consumers. The rules are changing and those who stay ahead of the curve will be the best positioned to thrive. Check out the January Marketing Minute.
Bye TikTok! (Just Kidding)
Let’s address the elephant in the room—the TikTok ban finally came to fruition … for less than 24 hours. In the days before the ban took effect, there was a mass exodus to lookalike platforms and an influx of brands and influencers asking people to follow them on various alternative platforms. The app is safe for now due to an executive order, but its fate is far from determined with Perplexity AI as the latest exploring an acquisition (and if it goes through, will the TikTok algorithm remain the unique, powerhouse it is today). These are great reminders that being active and successful on one platform is not a social media strategy. As we shared in our 2025 predictions, it’s important to optimize your presence across social media. Prioritize developing a cohesive strategy, consider whether you need to expand your footprint to multiple platforms and target different audiences.
Off the Record
When preparing clients to speak with the media, one of the core points we drill into them is that they are never, and never should go, off the record. You simply lose control of information once it’s shared, even if media have the best intentions. Consider the recent situation with Boston Magazine, which was forced to turn over notes from an off-the-record interview with Karen Read ahead of an upcoming hearing. It’s important to stay cool, calm and collected and remember—they can’t print what you don’t say.
Community Notes
Mark Zuckerberg announced this month that Meta will do away with its fact-checking program with trusted partners, replacing it with a community-driven system similar to X’s Community Notes. This change is cause for concern, as it further enables Meta platforms to foster, disseminate and build communities around disinformation. At best, we should expect “alternative facts” to increase. At worst, consider that enough disinformation turns fiction into fact. Moving forward, every brand is now at risk of being discounted by someone who doesn’t like or agree with what you stand for and alternative facts will be used to wage war on your brand.
DEI Is On The Fritz
Target and Northeastern aren’t alone. Several major organizations, including Tractor Supply, Walmart, Meta and McDonald’s, have recently scaled back or discontinued their DEI commitments in response to increasing political and societal pressures. Not everyone is taking this path—companies like Costco and Ben & Jerry’s are notable exceptions.
This erosion has been underway for some time. Organizations have been slowly walking back efforts, many taking steps following the Supreme Court’s decision to roll back affirmative action. It’s clear that the landscape is shifting. The complexity of this issue requires careful navigation—balancing legal, ethical and reputational considerations. Collaboration among internal departments is critical in determining the right path for each organization, including how they should be communicated internally and externally.
Tasteful Typos
Although our office usually has a local IPA on tap, we became big Coors Light fans this month. As a promotion for its upcoming Super Bowl spot, Coors Light released a series of ads across mainstream media and high profile billboards spelling “refreshment” as “refershment,” blaming the error on a “case of the Mondays.” We love this campaign not only because it innately resonates with consumers, but because it serves as a vehicle for Coors to promote and sell 12-packs of Coors Light. Leading with a fresh, creative idea will almost certainly create buzz and elevate a brand.
NFL Not Ready for Bluesky
Bluesky’s popularity may be on the rise, but that doesn’t mean everyone can make the switch. This month, the New England Patriots created an account on Bluesky and were promptly directed by the NFL to take it down. Interestingly, none of the big four men’s leagues have official accounts on Bluesky while the NWSL and PWHL have accounts. This is a reflection of two things: 1) caution from established brands and 2) a willingness for younger brands to be nimble and attempt to be ahead of the curve. Organizations will need to reidentify where their audiences are spending their time and what platforms they trust. Who knows, maybe the NFL will revisit its stance after the Super Bowl.
