Distinguishing online trends from real-life phenomena on social media

Candice Lim is joined by Link in Bio writer Rachel Karten, whose Substack breaks down how Stanley Cups went viral, why the Duolingo owl got a BBL and how “seemingly ranch” hit supermarket shelves. Karten was a social media manager who started her newsletter after leaving Bon Appétit following a racial and labor reckoning in 2020 that exposed — what the publication themselves called — a “toxic, top-down culture.” Since then, Karten has found a rapt audience of more than 55,000 subscribers who are social media managers like herself, marketing insiders and curious readers who just want to know how and why they’re being influenced at.

This podcast is produced by Se’era Spragley Ricks, Daisy Rosario, Candice Lim and Rachelle Hampton.

Learn more about your ad choices. Visit megaphone.fm/adchoices