Recently, the Department for Education (DfE) found itself at the centre of a social media storm – not for fixing the childcare crisis, but for how it tried (and failed) to say sorry.

Instead of a sincere apology for ongoing concerns around early years funding, staffing, and support, the DfE released a tongue-in-cheek statement that many felt was lifted straight out of the Aldi marketing playbook – cheeky, flippant, and designed for laughs.

Only, no one was laughing.

Parents, providers, and professionals across the country voiced their anger at what felt like a tone deaf, ill-timed, and insincere approach. Because here’s the thing: Aldi can just about get away with this tone in its marketing, the DfE can’t. And as marketers, we really need to stop assuming that copying someone else’s style is a winning strategy.

Aldi’s marketing is built on humour, cheek, and risk. I am a fan of their marketing team as a whole because they don’t just post and ghost, they get in with their with Whitty one-liners and respond to comments.

Everyone is in on the humour. Their audience expects playful banter, meme-style posts, and the odd “sorry-not-sorry.” That tone is part of a long-established brand identity.

The Department for Education, on the other hand, is literally responsible for the future of children in the UK. The weight of its responsibility means the public expects empathy, accountability, and clarity, not a PR stunt.

This is the key lesson for marketing teams everywhere: What works for one brand won’t necessarily work for yours.

We see it all the time. A business sees a viral trend, a quirky campaign, or a big brand’s social media moment and thinks: we should do that! But what gets missed is the why behind the success. Aldi didn’t just throw out a witty apology and hope for the best. Their tone is consistent, they know their audience, and they rarely stray too far from what their customers have come to expect.

The DfE’s post got views, comments, and shares, but for all the wrong reasons.

In marketing, not all visibility is positive. As my good friend Greg Simpson from Press for Attention always reminds me: not all PR is good PR.

There’s nothing wrong with trying new styles or formats in your marketing. In fact, it’s essential to keep things fresh. But you must read the room. Understand your audience, your industry, and the emotional temperature of your stakeholders.

When something doesn’t land? Don’t double down. Don’t gaslight your audience. Hold your hands up. Learn. Apologise properly. A genuine apology can build trust, a flippant one can destroy it.

As marketers, our job isn’t to copy what’s trending it’s to connect. Yes we can learn from new trends, I am not saying we cannot try new things but we need to communicate with the right people, in the right way, at the right time.

Yes, learn from others. Yes, take inspiration. But always bring it back to your brand, your values, and your audience. How have your audience come to engage with you.

If your tone doesn’t match your mission, your marketing will miss the mark.

So, it’s officially Feb… I know I can’t believe it as well! As we say goodbye to January, we say hi to some exciting new changes in marketing…

Let’s dive right in at the deep end – What’s been happening in marketing, the latest social media trends, and the key lessons we’ve picked up since the year began. Got your attention? Okay, let’s get started!

1) BlueSky! Is It A Thumbs Up👍 Or Down👎 For Your Marketing Strategy?

While Blue Sky isn’t exactly new to 2025, it’s been creating enough buzz to keep us intrigued and the Creationz team has been keeping a close eye on its progress and growth. Lately, we’ve had a lot of clients asking the big question: “Should we create an account or jump ship from Twitter?” So, here we are to give you our honest opinion:

While Twitter still boasts a significantly larger user base, BlueSky has managed to carve out its niche surprisingly quickly. Its clean interface and focus on community-building feel fresh and inviting, especially for users tired of Twitter’s increasingly chaotic updates. However, for now, we think it’s worth exploring, especially if you notice that your target audience is active and engaged on BlueSky, and you’re not getting much traction from Twitter. That said, it’s not replacing Twitter just yet, particularly if your business still benefits from having a presence there.
It’s a “watch this space” moment, and if the app continues to grow at this pace, it could become a serious contender for businesses.

2) TikTok Trouble: The Importance Of Not Putting All Your 🥚Eggs In One Basket

Unless you’ve been living under a Wi-Fi-free rock or simply don’t have it, you’ve probably heard the chatter about the TikTok ban in the US. While the platform is back alive and kicking, the debate earlier this month left creators and businesses in the UK wondering what the ripple effect would be on there business. And yes, this is a prime example of why you should never put all your eggs in one social media platforms basket.

Here’s the thing: TikTok has become more than just an app over the last couple of years (I don’t mind admitting that I spend a lot of my free time on it). It’s where trends are born, products go viral, and audiences connect with brands in a way that feels more fun and personal. So, if a ban happened in the U.S., it could absolutely shake things up globally—especially when it comes to how the platform evolves, what content is created and the engagement that you will see.

While TikTok is back up and running in the US (FOR NOW), this situation should be a reminder to never just put your trust in 1 social media platform. Diversify your marketing and stay adaptable because, let’s face it, marketing moves fast, and the TikTok train might not always be the unstoppable force it is now. Need help diversifying your social media strategy? We’ve got you!

💡My January Top Marketing Tip:

Don’t underestimate the power of a follow-up email! 🚀 Whether it’s a gentle reminder, a “just checking in” message, or a fresh offer, follow-up emails can significantly boost engagement and encourage conversations.

This month, I’ve quickly learned just how crucial it is to craft a message that’s both personalised and relevant to the recipient’s previous interaction with your initial email. One powerful way to do this is by using a feature called a snippet or tag (depending on the software you use), which allows you to dynamically insert the recipient’s name, tailoring each email to the individual.
For example: Hi {First_name} → Hi Emily.

Wrapping Up: What’s Next?

At Creationz, we’re all about helping businesses navigate these shifts and stay ahead of the trends with confidence. From test-driving new platforms like BlueSky to adapting to Instagram’s latest changes, we’re here to keep you informed!

Keep an eye out for next month’s edition, or better yet, subscribe to get all the latest insights straight to your inbox. 😉

Need a hand with your marketing in the meantime? Get in touch the team today to discuss your current strategy and how we can help you see the results you have been looking for!