PROVE IT

In 2026 and beyond, social media is proof culture.

Proof of taste. Proof of beliefs. Proof of (authentic) weirdness.

Anyone can say they care about a cause. Very few actually show it. Loyal customers need to recognise themselves in your brand.

Be specific.

It’s no longer about likes or “pleasing the algorithm”. We already know that’s cooked.

For Friends of Friends, that proof shows up through my obsession with astrology, Human Design, Tarot, To Be Magnetic and mysticism. My mentor is a business astrologer. I’m currently designing a tarot deck, pulling weekly cards and learning to read them. I have retrogrades in my calendar 🫢

Is this for everyone? No. Perfect.
Alignment > mass appeal.

Cult brands aren’t built on neutrality. They’re built on four things: Founder lore. POVs. Rituals. Visuals.

That’s where the magic happens. We’re not just talking about it. We’re using our own brand as the example of what this looks like online.

If this resonates, get in touch and we can help define your lane.

Image Credit: Sweetgreens