If you spend enough time in the marketing world, you'll notice a common thread: an obsession with follower counts. It’s almost as if the number of followers you have is a badge of honour, proof of your brand’s worth. We see it a lot in the people we’ve worked with. But let’s be real for a second - are followers really what matter most?

As an avid consumer and someone who spends a little too much time scrolling social media (and online shopping), I can tell you this: I follow very few of the brands I regularly buy from. And I know I’m not alone. The truth is, follower counts don’t always translate into customer purchases, loyalty, or even engagement. Here’s why it’s time to stop chasing numbers and start focusing on what really matters.

Sporting events like the Australian Open have this incredible ripple effect that goes far beyond the court—and brands are all in.

With the tournament in full swing, we’re seeing brands like July, Seed Heritage, and Cotton On releasing tennis-inspired campaigns and product lines.

Why?

Because sporting events don’t just attract fans—they create cultural moments. And smart brands know exactly how to tap into that.

In 2025, storytelling isn’t optional; it’s the only way forward. If your content isn’t captivating, drawing people in, and making them feel something, it’s not going to cut it. Your audience doesn’t just want to see your brand—they want to feel it, to live it, to go on the journey with you.

Now more than ever, consumers are seeking out businesses that are showing up in more ways than just delivering a product or service. A focus on social responsibility is pushing businesses to give back to communities and be a force of positive change, opposed to simply chasing a profit. While showcasing social purpose can help attract and retain customers, developing core values and meaning within the formation of a business is crucial to its framework and on-going identity as it evolves and grows.

When it comes to brand / influencer collaborations, I think there is a general misconception that the more followers and status someone has, the more influential they are and the more they’re going to promote your product. The ultimate goal would be to have a celebrity promoting your stuff, right? All that fame, how could they not sell it?

Well, I reject that. 

In the realm of digital marketing, businesses face a choice: boost posts for quick visibility or use paid ads for a more sophisticated approach on Meta and/or Google. Boosting is swift, effective for immediate outreach and basic metrics, but paid ads offer precision targeting, varied ad formats, and A/B testing.

So what’s the best choice for your advertising budget? Because let’s be real every dollar counts particularly for young businesses. Find out what, why and when for each option.

Need some inspiration? Explore the vibrant world of indie magazines, where authenticity reigns supreme and originality is the rule. Tired of the echo-chamber content? These independent gems break the mould, inviting you to explore refreshing perspectives.

Whether sipping a latte or looking for a thought-provoking lunch break, these publications offer a dose of sass, substance, and authenticity.

If you build a brand they will come, right? Wrong. Brand loyalty must earned, cultivated and nurtured. Let me give you some tips to get you on the road amassing a crew of loyal customers.