Bear Naked Granola builds brand with National Nude Day

Welcome to the unofficial midpoint of summer. We swear we’re not trying to make you nervous. Let’s see how Q3 is treating the brands.

Bear Naked Granola Leans Into ‘Naked’ for National Nude Day

Bear Naked Granola helped hikers find naked-friendly hiking trails on the Gaia app for National Nude Day on July 14. And for “added fuel,” the brand created a special hiker's belt to cover participants’ nethers with a bag of “strategically placed Bear Naked Granola.”

Twitter Shares Ad Revenue with Select Creators

In what can only be presumed to be an effort to keep creators—and ad dollars—on the platform, Twitter is now sharing ad revenue with a few—notably large—creators like Andrew Tate and the Krassenstein Brothers. Currently, revenue sharing is on an invitation-only basis and comes shortly after Elon Musk has left severance to former Twitter employees in Ghana unpaid.

Fake Accounts Infiltrate Threads

Threads has only existed for roughly 2 weeks and Meta is already fending off fake accounts. It’s been an ever-present issue on Instagram and it appears to be taking hold of Threads, as well. Verdict’s out on whether or not Meta will be able to keep it in check and how it will affect marketing on the platform.

Consumer Spending Rose in June

Good news for marketers: consumer spending rose by 0.2% last month. It’s not as high as economists expected, but it’s holding steady. Online retailers (+1.9%), furniture stores (+1.4%) and electronics stores (+1.1%) saw the largest increases while “spending fell at department stores (-2.4%), building material supply stores (-1.2%), gas stations (-1.4%), sporting goods shops (-1%) and food and beverage stores (-0.7%).”

Around the Web

• A24 horror film Talk To Me is now playable through a Fortnite integration.

• Lucas Shaw of Bloomberg tweeted, along with a Nielsen graphic, “Linear TV's share of total TV viewing has dropped by 12% in the last two years and will soon slip below 50%.”

• A Shein executive has finally weighed in on that disastrous influencer trip.

• Using micro-influencers in your marketing has its pros and cons.

• Taco John's has officially abandoned its trademark registration for Taco Tuesday—thanks, LeBron.

Just Can’t Get Enough

Everybody's Favorite: Tales from the World's Worst Perfectionist by Lillian Stone. If you came of age in the early aughts, this is a must-read.

• Check it out on HarperCollins.

• Or simply give Stone’s McSweeney’s pieces a read.

Did you download the Gaia app and bare it all on some hiking trails? Do you have feelings about the most recent Twitter vs. Threads developments? Should we all have high hopes for the continued rise of consumer spending? Reply and let us know your thoughts!

Thanks for joining us, and we’ll see you Tuesday!