Sprout Social, Inc.

The holiday rush is officially on. With Thanksgiving just a few days away, I couldn’t resist putting our brand-new Trellis AI agent to the test (yes, the one we just launched last week) to cut through the noise and find out what people are actually craving this year. Trellis analyzed the social conversation in seconds and surfaced the clear winners: 1. Turkey: The main event is sparking serious debate on technique this year. We’re seeing a massive variety in prep—from deep-fried to the classic oven-roasted—alongside great leftover-sandwich hacks. As for the Barretto household, we’re going with a smoked turkey this year. 2. Lobster: This challenger is fueled by Canadian Thanksgiving memes with posts that riff on lobster as a playful, non-traditional alternative to turkey, complete with pincer giveaways for the slowest dinner guest.  3. Mac and Cheese: The clear frontrunner for "supreme side-dish," driving high engagement with debates over boxed vs. from-scratch recipes, and strong nostalgia connected to this comfort food. Honestly, that nostalgia is no surprise. I grew up on a steady diet of Kraft Heinz mac and cheese like so many families, and now my kids love it too. And an honorable mention goes to stuffing remixes, which saw a spike in conversations around creative recipes, including the now-viral White Castle slider stuffing. I’m heading into this break incredibly grateful. For the Sprout team building the future of social intelligence, for our customers who push us to innovate every day and for all of you who make social the heartbeat of how brands connect. Wishing you a Thanksgiving full of good food, better conversations and zero dish-washing duty. What’s your must-have dish this year? 

"Going Viral Isn't Enough Anymore" For 2026 and beyond, success on social media won't be measured by unpredictable algorithmic luck. The true power is shifting from being a "Creator" to becoming a "Curator." Why is this shift happening, and how can brands and creators adapt? I broke down my key predictions for Sprout Social, Inc. on their Substack: 3 Major Trends Replacing Virality as the Metric for Success: 1. The Rise of Routine: Algorithms have stripped audiences of routine, making loyalty scarce. Creators who offer consistent, scheduled touchpoints—like weekly podcasts, curated playlists, or recurring events—are building a loyal community that transcends the FYP. 2. The Micro-Event Gold Rush: People are desperate for authentic, in-real-life connection. Grassroots "micro-events" are becoming the most powerful and lucrative monetization tool. The hottest ticket in town is to a perfectly curated local gathering, and brands should look to sponsor these hyper-local tastemakers. 3. The Curator's Power: A Creator can go viral. A Curator inspires people to show up in person. By giving your audience a shared destination—a physical event, a secret code word, or a CPG product—you create a tangible barrier that reinforces group belonging. If your 2026 strategy still revolves around hoping for a viral hit, you're missing the bigger, more sustainable opportunity. The real money and loyalty are in building an owned audience through routine and curation. Read my full guest post on the Sprout Social Substack for a deeper dive and more examples: https://lnkd.in/eqbvyJFk How do you think success will be defined online in the next 1-5 years compared to the past? #CreatorEconomy #SocialMediaMarketing #2026Trends #CommunityBuilding #DigitalStrategy #SproutSocialPartner