Strategic and social creative agency OK COOL has published its annual trend report, Let Them Eat Lore. The report sets out how influence and brand relevance are now found in the unfiltered depths of comment threads, rather than curated social feeds or traditional campaigns. 

The research draws on a survey of 2,700 people across the US, UK, Australia and beyond and wide-ranging analysis of internet discussions from TikTok to LinkedIn.

The study tracked both public and private conversations, finding that 91% of consumers lurk in comments, while almost a third actively join in. Some 65% agree strangers in comments are funnier than creators, while a third say genuine culture now happens only in private chats. 

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The report highlights how platforms such as Reddit, Substack and now even LinkedIn are reinventing how influence grows, with comments acting as a focus group for real-time product and campaign ideas.

Annie House, head of strategy at OK COOL, said, “Let Them Eat Lore is an ode to the level of excellence and creativity the audience has delivered, and in turn are now demanding. When the cultural tone is being set by the people, proving your irrelevance is the only real risk. The annual report is our moment to dissect culture, reflect on the evolution we’ve seen, and codify the taste of our audience – all with the aim of eradicating average content and conversation.”