It was all a meme
What happens when the algorithm fails the culture?
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I want to talk about something many of us who need to be online daily—especially on social—are feeling right now: no matter how thoughtful or intelligent your work is, sometimes it feels like the only things that get noticed are whatever the algorithm currently favors.
Right now, that means dancing, lip-syncing, and mostly short, fun content that doesn’t usually connect with what you’re selling or ultimately sharing with the world.
I know what actually I consume on the Internet in my down time: pop culture, The Voice auditions, breakdancing competitions, celebrity interviews, Variety's Actors on Actors, you get it. Ironically, I’m rarely watching the type of content I create.
As a marketer at heart, I’ve been thinking a lot about a recent example that perfectly illustrates how meme culture can drive awareness to truly excellent work. The example? Brian Jordan Alvarez and his show, English Teacher on FX.
I started watching the show when it first aired—my husband suggested it after hearing about it on The Watch, a podcast from The Ringer (previously Grantland, RIP). We loved it immediately, but for the first few weeks, it seemed like no one else was watching. That is, until Alvarez started to meme himself.
Suddenly, videos of him lip-syncing and dancing, set to the voice of Kirk from Gilmore Girls (I’ve never seen it, don’t judge!), mashed up with the song “Breathe” by Olly Alexander were seemingly everywhere. His caption simply read, “Stream English Teacher on FX.” It had nothing to do with the show itself, and yet, everyone was tuning in. Even The New York Times ran a piece on it last week.
Did these videos technically connect to English Teacher? No. But they worked. And now, thanks to these daily, delightfully random videos, English Teacher has gone mainstream. I finally have people to talk about it with.
There’s something beautiful about seeing someone get both critical and popular recognition for thoughtful work, but it does feel a little bittersweet that it takes dancing into the algorithm to get there. Great work alone doesn’t always break through the noise anymore.
So much of what goes viral these days has no depth or real substance behind it. And while I wouldn’t say that’s “wrong,” it’s a bit of a let down when the content doesn’t lead to anywhere inspiring beyond the meme.
You may remember in my newsletter, ‘A Guide To Doing Tik Tok For People Who Think They're Too Legit For Tik’ that I had set personal boundaries: “no lip-syncing. No dancing.” Well, I have to tell you that since seeing Brian’s meme work and the impact it’s had on his “real” work, my view has shifted…
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Don’t worry, you probably won’t see me dancing my way into a daily meme anytime soon to spread the word about Crown Affair, but who’s to say I wouldn’t one day? It’s where culture (to bring awareness to the better culture) is going—or more accurately, where the algorithm is leading us.
So, as much as this is a reflection on where we’re at, it’s also a question for you, Dear Reader: What are you actually watching these days? How do you feel about making content online? Are you, too, feeling the tug-of-war between creating meaningful work and just giving in to the algorithm?
Some days, it all feels like a meme.
Take care, and take your time, always.
Dianna
And now… Three Things I Love and A Haircare Tip:
Saie GlossyBounce in Kiss ($22) — No more kissing metaphorical frogs in the search for the perfect lip gloss—I've found the one. There are so many options out there, but this one ticks all the boxes: it’s deeply hydrating, glossy without being sticky, and the color is absolute perfection. Big shoutout to Saie Founder Laney and her team for this formula; one swipe, and my makeup look is complete.
Crown Affair The Knot Bag ($40) This bag comes with me on every single trip. She packs flat, adds the perfect silky touch to any look (day or night), and somehow holds way more than you'd expect—my phone, my essentials pouch, everything I need. We first made these in 2020 when we launched The Renewal Mask, including them with our gifting. I even wore it as part of my rehearsal dinner look in 2021. Plus, everything is better in Crown Affair green.
Woman Code by Alissa Vitti ($15) I’m definitely late to the game with this book, but better late than never. Alissa’s work has shown me how to sync with my cycles and truly connect with my body. I have some incredible functional practitioners guiding me on this journey (more on that soon!), but this book is an amazing resource for anyone looking to understand their hormones and live more in tune with their natural flow.
A Haircare Tip, Winter Edition:
The winter season can be harsh on hair. Between the cold, dry air outside and the low humidity indoors (thanks, heaters!), your hair can get seriously parched. This lack of moisture leaves it prone to brittleness, frizz, and those pesky split ends. Plus, the constant temperature switch from chilly outdoors to warm indoors causes the hair’s outer layer, the cuticle, to lift—which makes it harder to lock in moisture and way more prone to damage.
Here are a few things you can do to protect your strands for the months ahead:
Switch to a Moisturizing Shampoo and Conditioner: Look for formulas that are free from harsh sulfates and rich in hydrating ingredients like hyaluronic acid, glycerin, or coconut oil. These ingredients help lock moisture in and keep hair hydrated throughout the day. My fav duo.
Add a Weekly Deep Conditioning Treatment: A weekly mask, you know I’m biased, helps restore moisture and protect hair from harsh weather. Focus on mid-lengths to ends, where hair tends to be the driest. Leave it on for at least 10 minutes for maximum hydration.
Incorporate Leave-In Conditioners or Oils: A leave-in conditioner or lightweight hair oil adds an extra layer of moisture and protection. Applying it to damp hair after washing locks in moisture and helps reduce static and frizz. She’s a bestseller for a reason.
Avoid Over-Washing: Washing too often strips natural oils, so try to shampoo only 2-3 times per week. If you need a refresh, a dry shampoo can absorb excess oils without drying out the hair. She’ll get you a full week or more till your next wash day.
Minimize Heat Styling: Dry indoor air combined with hot styling tools can lead to breakage. Try to air-dry when possible, and if you must use heat, always use a heat protectant spray. She’ll get you the best air dry of your life.
Protect Your Hair Outdoors: When outside, wear a hat or wrap a silk scarf around your hair to shield it from the cold. This reduces exposure to harsh weather and helps retain moisture. Obsessed with this hat with silk lining from Comme Si.
I absolutely love the hair care tips!! I want everything Crown Affair!!
this was so good <3