Plus: Threads ties X in monthly active users; AI messaging gets more positive on humans; FIFA has a Trump problem.
It’s a love story, she wrote his name, baby, she said yes: Please insert your favorite paraphrased Taylor Swift song lyric here. One of the most profitable artists in the history of the world is now married.
The mega wedding, which saw Swift tie the knot to NFL star Travis Kelce, captured the attention of millions who were rabid for details of the dress, the guest list and the fact that Adam Sandler officiated the wedding (yes, really).
The Madison Square Garden-set nuptials also set off a wave of brands looking to capitalize on the excitement of the moment, the New York Times reported.
Some included real-life activations, such as wedding planning site The Knot, which hired a billboard truck to circulate the area with well wishes for the couple.
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Sephora kept it simple with a text post on Threads: “but is she wearing a red lip to the wedding?”
Even the White House couldn’t help but troll a bit, memeing congratulatory signboards outside MSG to read “Trump is your president.” (Swift endorsed Kamala Harris in 2024.)
Why it matters: Latching onto major cultural events is a time-honored tradition. And it can make an impact.
The best posts have credibility and the right to show up in that moment. For instance, a wedding planning website getting involved makes perfect sense. Not only is it about a wedding, but it’s also of high interest to their target audience: 20- and 30-something women thinking about their own weddings.
Likewise, Sephora. Swift is known for her red lip, which also makes its way into her song lyrics. The touch was so light and subtle, they didn’t even have to name Swift.
When a major cultural moment like this arises, ask yourself these questions before getting involved:
- Is this relevant to our audience?
- Does it make sense for us to show up on this?
- Do we have something to say?
If the answer to any of these is “no,” proceed with caution. If yes, get creative and have fun.
How popular is Threads in 2026?
Threads was hurriedly launched in 2022 to take advantage of X’s perceived weakness amid Elon Musk’s takeover of the service. Since then, the Meta-owned property has grown into a quiet force to be reckoned with — though it now has more in common with Reddit than X, the New York Times reports.
Threads now boasts 500 million monthly active users, putting it on par with X. However, unlike X, the platform is less focused on a running ticker of news and politics and more oriented around topic-based communities. These often appeal to female-based audiences, with popular topics including the WNBA, K-pop and “Heated Rivalry.”
Threads has also made its first forays into advertising and monetization, indicating it could become an increasingly important part of Meta’s suite of apps.
Remember: not every brand needs to be on every app. But ask yourself the same three questions from the previous section. If your audience is on the platform, it may be time for you to be, too.
How are AI companies talking about job loss now?
In the early days of the AI boom, company leaders were clear: AI would decimate the white-collar class.
Weirdly, this proved an unpopular message, especially with the white-collar class. It’s one of a number of factors that have led to an increasing anti-AI sentiment in the United States.
Now, it seems, AI leaders are trying to flip the script and position AI as an aid to humans, rather than a replacement.
“The companies that I know that have adopted AI the most are also the ones hiring the most,” Sam Altman of OpenAI recently said. He also said: “Our industry underestimated how much we’re going to be able to keep people at the center of everything.”
Anthropic’s Dario Amodei said of companies that adopt AI: “They can do the same thing with less resources, and that leads to things like layoffs, or they can do more with the same amount of resources. But that requires creativity.”
It seems that in their bid to make AI seem powerful, tech leaders may have overplayed their hands. Now they’re trying to walk it back. But is it too little, too late? Often, your first message will prove to be your most enduring.
How will FIFA handle accusations of Trump meddling in the red card controversy?
FIFA reversed the World Cup suspension of American player Folarin Balogun after President Donald Trump reportedly called officials about the matter.
We don’t know exactly what Trump said or whether it factored into the league’s decision to allow Balogun to play in the next game. Reportedly, he asked FIFA to review the suspension. But there’s now an appearance of impropriety that FIFA will likely need to explain. Belgium, the team the US will face next in the cup, has the right to appeal the decision, and fans of the small nation are furious about the choice.
Belgium’s soccer federation announced it was “shocked” that Balogun would be allowed to play.
FIFA’s own statement was procedural, focusing on its right to suspend punishment. It has not, as of yet, addressed potential Trump involvement in the call. But expect there to be growing pressure to do so in the coming days.
Even the appearance of impropriety can sometimes be more damaging than actual impropriety. Whatever the truth of the matter, a powerful narrative is already taking hold.
Allison Carter is editorial director of PR Daily and Ragan.com. Follow her on LinkedIn.
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