The Scoop

This week in digital and social?

Welcome to The Scoop, your weekly lowdown on the best social and digital moments. Every Friday, tune in for trending content, internet drama, and tech updates.

This week, The RSPB is rebranding birdwatching for Gen Z, gaming is getting a scent upgrade, and X is making a play for their own currency.

Need help getting your brand at the forefront of social culture? Let’s chat.

Our Favourite Brand Social Moment Of The Week

RSPB is making birdwatching cool for Gen Z

We’re loving RSPB’s recent influencer collaborations, which are helping to reposition birdwatching as something fresh, accessible, and exciting for Gen Z audiences. They’ve tapped into influencers from a variety of niches, proving that strategic partnerships can introduce new communities to unexpected hobbies and encourage younger communities to get into protecting wildlife.?Like @outsidewithlira, who encourages young people in urban areas to enjoy nature, or @semirabadesha who is an illustrator and embroidery artist collaborating with the RSPB .

It’s a great example of why choosing influencers with intention, aligning with their creative direction, and embracing their unique niches leads to more authentic and effective campaigns in the long run.?

Tech Triumphs

Press X to...Sniff?

Gaming already looks and sounds more hyper-realistic year after year, but what if games were made even more immersive in 2025...What if you could smell the world you were walking through? Researchers at ‘Warwick University’s Festival of Innovation’ are testing a custom headset that pumps scents into your close environment as you play.

Think burnt rubber in an F1 racing game, flowers walking through a meadow or whatever zombies smell like in an apocalypse...What do you think of this immersive addition to gameplay? Only time will tell if this innovation will take off within the gaming world.

Platform Updates?

X will add Instream payments later this year

X is doubling down on commerce with 'X Money', set to launch later this year. The feature will allow users to make in-app payments, transfer funds, and shop directly on the platform, bringing Elon Musk’s vision of an “everything app” one step closer to reality. This move mirrors WeChat in China, an app where digital payments are seamlessly integrated into social media and everyday life.

But will Western audiences embrace in-app and live-streaming transactions the same way? The growing success of TikTok Shop suggests they might. More young consumers are already shopping directly through social platforms, and live commerce is booming in China, where product live streams drive thousands of sales per second. Meanwhile, livestreaming platforms like Whatnot are gaining traction in the US and expanding into European markets, signalling a shift in how people shop online.

Our Fave Social Trend

The Grammy Memes: Why reacting to cultural moments matters

The Grammys took over social feeds this week, with viral moments, surprise wins, and meme-worthy chaos. We loved this reactive post from Currys playing into their consumers' lifestyles and relatable moments using Jayden Smiths' controversial Grammys outfit.

If you jump in at the right time, pop-culture events like this can be goldmines for brands and creators. And with the Superbowl this weekend, keep your eyes peeled...

Drama, Discussions, Debates

Brands Are Leaving X

Since Elon Musk’s takeover of Twitter (sorry X) the platform has become a controversial space for brands. Musk’s changes, from mass layoffs to a looser content moderation policy and controversial moments, have led to an increase in harmful content, with antisemitic posts in particular doubling between 2022 and 2023.?

Major advertisers like 苹果 , IBM , and Disney have pulled back. St Pauli Football team have left the chat entirely, revealing their concerns over hate speech and misinformation in app. And with recent events involving Musk…We don't blame them.?

Despite the backlash, X remains useful for some; Sports teams, political commentators, and public service providers. However, we are seeing more and more organisations weighing up whether staying is worth the risk…Do you interact with and follow your favourite brands on X? Let us know in the comments below!

Thanks for reading this week's Scoop, tune in next week for all of the best-trending content, culture and digital news. Want your brand to immerse within culture? Let's have a chat.?