Feed the Feed | Episode 6: Social Platforms' Q4 Play, Sephora on TikTok Shop and Gen X Creators

The biggest brands on the planet are quietly admitting that the old playbook isn't working. Disney is handing IP to TikTok. Snapchat and YouTube are courting brands into Q4 with Apple-style keynote events. Sephora is launching on TikTok Shop before its own website. The ones still relying on the hero launch film and the exclusive retail drop are the ones falling behind. In Episode 6 of Feed the Feed, hosts Leah Powell and Francesca Denny are joined by special guest Mariah Holland to break down the biggest brand and culture moments shaping social right now. From Disney opening the vault to TikTok creators and what it means for brand-safe IP use, to Apple going low-fi and creator-led for the iPhone Duo launch, to Snapchat and YouTube running Apple-style keynote events to court brands into Q4, to AI's trust problem on social and the Reel that flipped overnight, to Gen X becoming the fastest-growing creator demographic nobody is briefing properly, to Sephora's Drop Shop format on TikTok Shop and the 100-store rollout inside M&S coming in spring 2027. If you're a marketer trying to work out which part of the old playbook to keep and which to tear up, 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.