Feed the Feed | Episode 5: Pinterest's Hobby Revival, Whimsy-Maxxing Trend and Substack's Blog Boom

The internet is quietly asking to slow down. People want offline hobbies, considered content and platforms that treat them like adults, and the trends taking over social right now are all pointing in the same direction. In Episode 5 of Feed the Feed, hosts Leah Powell and Francesca Denny sit down with special guest Ellie Ghee to break down the biggest brand and culture moments shaping social right now. From Pinterest's 2026 hobbies report and how brands should be showing up in the hobby revival, to the whimsy-maxxing trend and why covering something in gemstones isn't the point, to Substack's blog revival and Balenciaga becoming the first luxury house on the platform. Plus Andy Burnham's TikTok team quietly outpacing every other political comms operation in the UK, Jamie Laing rebranding Graze in public in 100 days, and the shift in how beauty brands are showing up at London Fashion Week. If you're a marketer trying to work out where audiences are actually spending their time and attention right now, this one's for you. The tools discussed in this episode are part of Campfire's Cultural Intelligence Suite. Campfire is a social-first marketing agency working with some of the world's biggest beauty, lifestyle and FMCG brands.