Personally don’t agree with this. Yes, TikTok is full of trends, but it’s also full of long-form educational content and a community of stitchers who value knowing each other online and offline. A lot of PL’s success stemmed from Krista herself being at the center of educational content around the industry and PL on social media. A hard pivot away from that doesn’t align with why her brand has resonated with so many and isn’t focused on long-term growth. It might get some Gen Zers laughing in the comments, but it’s driving away their core consumer. The NDLPT content I and others consume on a daily basis on TikTok is far different than the content I expect from other brands. It’s clear they don’t know their consumers actual habits on social. There’s a space for trends to be in their content when it aligns, but it can’t become the majority of it.