Co-Founders Katie & Lauren Tell Us What's Next
We may already be more than a month and a half into 2026 (really, who's counting?) but we're still reflecting.
The New Year is always a reason to celebrate. With it comes in-depth reflections on the one before. What worked, what didn’t, what changed us, and what may have hindered our growth. We take that clarity with us and turn the page. It is, after all, a clean slate. A chance to start over.
January brings along a natural pause, so we’re really taking the time to soak it all in. And if you work in social, you know the past few weeks have been especially reflective. Hello, 2016 trend…
As we continue to find our groove and settle into the rhythm of the year ahead, we’re reminding ourselves that it’s okay to take things a little slower. For those of us who live and breathe social, this time of year isn’t about predicting every platform shift or chasing every trend. It’s about grounding ourselves in our own fundamentals, refining how we work, and remaining focused on what actually helps brands grow in meaningful, and sustainable ways.
To do just that, we sat down with our co-founders, Katie and Lauren, to talk through what they’re doubling down on, what shifts they see coming in social, and what they are ready to finally leave behind as we continue moving forward.
What are you doubling down on in 2026?“In 2026, we’re doubling down on focus and fundamentals. We’re moving away from one-off social moments and toward repeatable systems that actually build brands over time. That means creating social-first content designed to work across platforms and formats, developing long-term creator partnerships instead of transactional campaigns, and empowering our teams to think strategically rather than just execute deliverables…
We’re also investing more intentionally in Edit-owned ideas and formats so we’re not always reacting to trends, but building our own lanes. The goal is work that compounds, relationships that last, and creative that feels thoughtful, not noisy.”
What do you predict we will see happen in social in the near year?“The biggest shift we see coming is a return to discernment and community. Algorithms will keep changing, tools will keep getting faster, and AI will continue lowering the barrier to entry, but the brands that win will be the ones with a clear point of view and a real sense of belonging.
Audiences are already tuning out content that feels overly optimized, overproduced, or emotionally hollow. What’s rising instead is consistency, personality, and spaces where people feel seen, included, and understood. Social will feel less like performance and more like presence. Fewer trends chased, more worlds built. The brands that focus on trust, conversation, and long-term community, not just attention in a moment, will be the ones that last.”
What are you excited to leave behind in 2025?“We’re excited to leave behind the pressure to do everything, everywhere, all at once. The idea that more content automatically equals better results. The obsession with virality as the end goal instead of a byproduct.
In 2026, we’re choosing focus over frenzy, quality over volume, and long-term brand equity over short-term wins. We’re also done with performative growth, metrics that look good on paper but don’t actually move a business forward. The future feels calmer, sharper, and more intentional, and that’s a direction we’re very ready to move in.”
As the year continues to unfold, our approach remains rooted in clarity, intention, and long-term thinking. We’re excited to keep building alongside our partners, our creators, and our community.
This is the work we believe in. And it’s the work we’re committed to doing well. And whenever you’re ready to join us, you know where we’ll be.