Now, this is mostly for or small-businesses and community-centric brands, but what we’re seeing in at Aomih is that real community cultivation can’t be bought with a budget or boosted with a collab. Especially in the year of ‘everybody wants to launch something quick easy and unsubstantial.’ It’s not about slapping the word “together” on a landing page–or having the curated cool-girl popup of 32 women who enjoy dinner parties. It’s about proximity, relevance, and care. It’s about remembering that your audience doesn’t owe you anything — you have to earn the right to love you.

Lately I’ve been thinking about how loud everything looks.
How much of it feels performative and flat — like a set piece, that was kind of just plopped into perspective? It is like a copy-and-past vibe that everyone seems to be replicating. As a millennial.. it feels imagination of what people think people want–it isn’t converting because it all seems to be the same.

Instagram’s latest feature lets you post private reels. Think: members-only content without the platform leaving the building. What started with Billie Eilish putting all her followers into close friends… and the launch of broadcast channers–social media has now turned into brands building inner sanctums. Private accounts. VIP content drops. Carefully manicured close-friend lists. And I’ll be honest — I’m not sure how I feel about it.

Because here’s the thing: I love intimacy. I love strategy. I love giving your people something that feels like it’s just for them. But there’s something about this shift that feels... different. A little disorienting. Not bad, but blurred and a little meh.