SoCircle · Expert-led full-service design & digital marketing collective

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SoCircle · Expert-led full-service design & digital marketing collective

We build marketing systems that scale. Brand. Web. Funnels. Multi-channel Marketing. Take our FREE 5-Minute Marketing Evaluation ⬇️

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Social Circle (socialcircleinc.com) teaches startups and small business owners how to leverage the power of social media to build successful and profitable businesses.

15/05/2026

Turns out our team has great taste in more than just marketing ✨

04/05/2026

You’ve seen these a hundred times... Just probably never paid this much attention to the fonts! 👀

30/04/2026

April made one thing very clear...

The brands and campaigns that landed were not always the sleekest or the most overproduced, they were the ones that knew how to turn attention into participation.

-> A ridiculous headline became a joke brands could jump into.
-> A delayed comeback became an event people still wanted to watch.
-> A pop rollout gave the internet a whole mood to live inside.
-> A politician made public service feel readable (and digestible) again.
-> A product update worked because it fixed the thing everyone was already complaining about.

That’s the part we keep coming back to.

Good marketing is not just about getting seen.
It is also about giving people a way in; something to react to, laugh at, repost, debate, or actually understand.

🔗 Full breakdown on Substack: https://socircle.substack.com/p/lets-circle-back-5-marketing-plays

27/04/2026

Moving to Substack forced a different question...

❎ Not “how do we reach more people?”
✅ But “what kind of attention are we actually building?”

Because there’s a difference between:
-> someone being on your list
-> and someone choosing to open, read, and come back

Those are two completely different relationships.

A bigger audience can look good on paper.
But if the attention isn’t there, it doesn’t really compound into anything meaningful.

What we’re seeing now is slower growth, but stronger signals.

And over time, that’s a much more stable place to build from 🫶

🔗 Subscribe to The Marketing Post on Substack: https://socircle.substack.com/

23/04/2026

A few books we loved.
A few we keep recommending.
And a few we’re probably going to bring up again soon...

Happy World Book Day! 📚

22/04/2026

Earth Day always turns into a lot of talking.

Brands say the right things.
People repost the right things.
Everyone agrees sustainability matters.

And then… nothing really changes.

Not because people don’t care.
Because most of the time, the “better choice” is harder, more expensive, or (quite frankly) just annoying to keep up with.

That’s the part no one wants to admit.

The brands in this post are interesting because they don’t rely on people trying harder.
They just make the better option easier to fall into.

You don’t need a whole new lifestyle to shop at A Sustainable Village.
You don’t need to “figure out waste” when FABSCRAP has already built the system.
Mangia NYC didn’t rebrand itself; it just got better over time.
Green Gooding makes you question why you even bought half the stuff you own.
And IXV Coffee is basically a reminder that most waste is just… habits you stopped noticing.

None of this is loud.
That’s kind of the point.

The shift isn’t coming from big statements.
It’s coming from better defaults.

🔗 Read the full Substack post here: https://open.substack.com/pub/socircle/p/5-nyc-brands-bringing-sustainability?utm_campaign=post-expanded-share&utm_medium=web

20/04/2026

Coachella isn’t just crowded every year, it's highly competitive.

Not just between artists or stages, but for attention. Every brand, every build, every activation is trying to earn the same thing. A few seconds of someone stopping, looking, and deciding it’s worth pulling out their phone.

And most of it doesn’t land.

Not because it’s bad, but because the standard has changed.

People don’t just want something that looks good. They want something that feels worth sharing, something they want to be part of, something that travels beyond the desert.

That’s a much harder thing to build.

It also explains why Coachella feels the way it does now.

Bigger builds, more curated spaces, more brand presence, and at the same time, more conversations about who it’s actually for and who gets to fully participate in it.

Because when everything turns into content, the experience shifts with it.

And at this point, it’s not about showing up with something impressive.

It’s about creating something people carry with them after the weekend ends.

What was your favorite marketing moment from this year’s Coachella? 👇

17/04/2026

Sustainability messaging has a language problem.

Not because brands don’t care, but because they’ve all learned to say the same things.

“Better for the planet.”
“Thoughtfully sourced.”
“Committed to a greener future.”

The words sound right, but after a while, they stop saying anything at all.

And when everything sounds responsible, nothing really stands out.

The brands that are actually interesting right now aren’t necessarily the ones doing the most, they’re the ones thinking harder about how they communicate what they’re doing.

They sound clearer.
More specific.
Less like a template.

Because good messaging doesn’t just signal values.
It shows how those values actually show up.

If your sustainability copy could belong to any brand in your category, it’s probably time to rewrite it.

15/04/2026

Fortnite is one of the clearest examples of a brand understanding that attention is not the same thing as eyeballs.

Eyeballs are easy to buy.

Attention is harder.

And the kind of attention that actually matters now? That usually comes with a social layer, a ritual layer, and a little bit of “are you getting on later?” energy.

That is what makes Fortnite so interesting from a marketing standpoint.

It does not just win because it is popular.

It wins because it has figured out how to become part of people’s behaviour.

Not just something they recognize, but something they circle back to.

Something that can hold friendship, identity, timing, anticipation, boredom, and internet culture all at once.

Which, frankly, is a much taller order than “make a good campaign.”

A lot of brands are still trying to engineer attention through louder creative, faster trend responses, and more content volume. Fortnite makes a better case for something else: build enough meaning, enough motion, and enough social pull that people keep re-entering the world on their own.

That is a different level of marketing maturity.

Our full Attention Economics piece goes deeper into why Fortnite feels bigger than a game, what it gets right about internet behaviour, and why that matters even more on a very online planet.

🔗 Read the full piece on Substack: https://open.substack.com/pub/socircle/p/fortnite-the-most-interesting-marketing?utm_campaign=post-expanded-share&utm_medium=post%20viewer

13/04/2026

Coachella used to be about the lineup.

Now it’s also about the line outside a brand activation.

Every year, the desert turns into this weird, sun-soaked playground where brands build entire worlds for three days, hoping people walk in, take a photo, and decide it’s worth posting before the next thing pulls their attention away.

Because that’s the real competition.

Not the stage next door.
Not the artist after.

It’s everything happening at the exact same time.

Weekend one just wrapped, and you can already tell which moments made it out of the desert and which ones stayed there.

The ones people kept talking about.
The ones that somehow made it onto your feed, even if you weren’t there.
The ones that felt less like a setup and more like something you accidentally stumbled into and stayed for.

That’s kind of the magic trick.

You don’t win Coachella by showing up.
You win it by lingering.

11/04/2026

The SoCircle team has a lot of talent.. and apparently, a lot of adorable pets too! 🐾

Happy National Pet Day!

Drop your pet's pic in the comments and let's see who wins cutest companion. 🏆

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