Improve Readability and Visual Connection

Most Americans read at a sixth-grade level (source)—yet too many marketing campaigns use language that’s overly complex. If a message takes too much effort to understand, people tune out. Plain, direct language always wins. 

Start with strong, clear writing: 

• Use simple, everyday words. 
• Keep sentences short. 
• Cut out jargon and acronyms. 
• Write the way people talk. 

Tip: Reading your copy out loud takes time—but it works. If it sounds awkward, it probably reads that way too. 

Use visuals that support the story—not distract from it.

People want to see themselves—or people like them. Choose images that feel real and add meaning. Skip anything that adds clutter or confusion. And of course avoid cheesy stock photos that look staged. 

• Make It Visually Accessible: Design choices can either include or exclude people. Accessibility helps everyone, especially people with vision impairments, learning differences, or just aging eyes. 
• Use high-contrast colors: Black text on a white background remains one of the most readable combinations. Avoid light gray text, bright yellow text, or text over busy images. Use a contrast checker (like WebAIM) to confirm your design meets WCAG (Web Content Accessibility Guidelines) standards. 
• Pick readable fonts—and size them up: Use sans serif fonts like Arial, Helvetica, or Verdana. Keep body text at least 16 point font. For printed materials, 12-point font or larger works best. 
• Avoid ALL CAPS and italics: All caps slows reading speed. Italics can blur on screen. Use bold type for emphasis instead. 
• Break up the page: Add white space between lines and sections. Use headers, bullet points, and short paragraphs. This keeps readers engaged and prevents overwhelm. 

Go Beyond Compliance: Design with People in Mind 

Accessible content isn’t just a box to check—it’s a mindset. We build stronger campaigns when we center them around the needs of the people we’re trying to reach. 

More accessibility tips: 

• Add image alt text for screen readers. 
• Open caption videos. 
• Avoid flashing elements. 
• Write descriptive link text (“Read more about accessible design” beats “Click here”). 
• Test your content with real users, not just internal teams. 

Accessibility Is Good Strategy 

When you make your message easier to understand, you expand your reach. It brings more people in, keeps them engaged, and shows you care enough to meet them where they are. 

Want help building a more accessible campaign? Let’s talk. 

Sponsors love rainbows until doing real work gets involved. They slap logos on floats, pump cash into parades, and post glossy allyship on June 1. Then they vanish. 

This year, corporate sponsors ghosted Pride events faster than a closeted politician in an election year. Organizers announced cancellations. Cities scaled back. Brands blamed “safety concerns.” But let’s name it: These corporations folded under pressure. Far-right blowback scared them, and instead of standing with the LGBTQ+ community, they sprinted for the exit. 

No explanation can excuse that. 

If a company can’t show up when people face real threats, then it never stood with us in the first place. It stood with marketing. It stood with visibility, not vulnerability. And visibility without courage means nothing. 

Stop Pretending Pride Needs Sponsors 

Pride started as a riot. Not a brand partnership. 

No one threw bricks at Stonewall for the chance to snag a Gatorade logo on a banner. They fought for survival, for dignity, for breath. Pride lived in alleyways, church basements, dance floors, clubs, and marches where no one handed out coupons. We showed up because we had each other. Not because someone handed us a branded stress ball. 

And here’s where the mirror turns: some Pride organizers helped the shift to commercialization happen. Some traded people for polish. They built events that looked good on Instagram but felt hollow on the ground. They let brand money dictate the vibe. They chased clean, “family-friendly” images that erased the drag performers, trans folks, sex workers, and fierce femmes of color who built the movement. 

So now, when those same brands flake out, we see the cost. 

Kick Cowardice Out of the Parade 

Corporations can’t lead this movement. They never did. But we can hold them accountable. 

Stop calling them allies. Call them what they are—cowards. 

Stop begging them back. Build something stronger. 

Fill the gaps with local vendors, resource organizations, community mutual aid, and unapologetic queer joy. Fund drag shows with grassroots dollars. Pack parks and streets with families, elders, youth, and fierce-as-hell trans folks who never needed a bank logo behind them. 

Queer people never relied on approval before. We don’t need it now. 

Bring Pride Back to the Street 

Let’s end the illusion: Rainbow capitalism won’t save us. 

Community will. 

We can’t let sponsors define our visibility. We can’t let glossy campaigns erase the mess, the grief, the joy, and the power that make Pride real. This moment calls for more than just celebration. It demands reckoning. And resurrection. 

Let’s build Pride that scares cowards again. 

Let’s build Pride that honors its roots—loud, sweaty, righteous, and bold. 

Words and images hold power, especially when they reach people in ways that make sense to them.  

Too often, messaging and marketing get lost in translation—literally and figuratively. A word-for-word swap might capture meaning, but does it capture connection? Do the images connect across cultures? Do they hit home?  

That’s where transcreation comes in. Instead of just translating, transcreation reshapes messaging to match cultural context, emotional nuance, and audience expectations. 

When we think about culture and community, we need to understand values and lived experiences. The goal is to create a full experience—concepts, images, and language all working together. 

Ensure Creative Matches the Audience 

Translation is a word-by-word literal change to another language. Transcreation ensures impact. 

• Translation: Converts words from one language to another. Additionally, interpretation takes spoken word to another language. 
• Transcreation: Merriam-Webster defines transcreation as “The process of adapting a message from one language to another while maintaining its intent, style, tone, and context.”  

Introducing Transcreation+ 

Transcreation+ expands the concept beyond translation to encompass all forms of marketing and communication to all types of audiences. It’s about adapting not just words, but also visuals, tone, and storytelling structures to ensure every message lands the right way with the right people – even if you’re an English speaker trying to reach a specific English-speaking audience, or a Spanish speaker trying to reach a specific Spanish-speaking audience, etc. 

Because communication isn’t just about words, it’s about context, values, and cultural nuance. 

Adapt Words, Images, and Concepts 

Words don’t exist in a vacuum. Different audiences respond to different styles of communication and storytelling approaches. 

• A middle-aged Spanish-speaking man might prefer a formal, respectful tone with traditional imagery. 
• A bilingual Spanish-speaking teen might connect more with Spanglish, emojis, and dynamic visuals. 

Transcreation+ isn’t just about translating between languages. It’s about adjusting how we communicate — verbally and visually — across different cultural and social groups. 

Shape Stories That Resonate 

Whether communicating in English, Spanish, or another language, Transcreation+ ensures messaging resonates—not just in words, but in the way they connect. 

That means: 

• Using images that reflect the audience and their experiences. 
• Choosing words that feel natural and inviting. 
• Structuring campaigns with concepts that align with cultural values. 

Because when words, images, and ideas connect—change happens. 

Invest Where it Counts 

A one-size-fits-all campaign might seem like the most budget-friendly option, but it often falls flat—failing to connect with key audiences. Transcreation+ is a more complex approach, and it may require a larger budget. 

Adapting messaging, visuals, and storytelling for multiple audiences takes time, research, and resources. But investing in the right strategy upfront prevents wasted spend on ineffective outreach. Instead of asking, “Can we afford this?” consider: “Can we afford not to?” Because real impact comes from messaging that truly resonates—and that’s worth the investment 

For a while, Tumblr seemed like a ghost town. 

After its heyday in the early 2010s, the platform faded into the background as Instagram, Twitter (now X), and TikTok took center stage.  

But lately, Tumblr has been creeping back into cultural conversation. Not as the chaotic free-for-all it once was, but as something better—or at least, something different. 

They seem to be rebranding as a space safe from politics and toxic-masculinity – with new TV ads to boot. You can see info about their campaign here.  

Can it reclaim its place as an internet haven, or is it just a relic of a bygone era? If the internet feels exhausting, Tumblr might be your refuge—or maybe not. 

What Made Tumblr, Tumblr 

In its prime, Tumblr felt like the Wild West of the internet. 

People used it to build micro-communities around everything from niche aesthetic vibes to full-blown fandom empires.  

Unlike other platforms, where clout and engagement metrics rule, Tumblr thrived on anonymity. You could be anyone, post anything (sometimes to a fault), and disappear into your curated world of memes, art, and hyper-specific obsessions. 

Some of the things that made Tumblr unique: 

• No Algorithms – Your feed showed posts in chronological order, not whatever the algorithm decided you should see. 
• Micro-Communities – Whether you loved gothic architecture, vintage anime clips, or surreal memes, there was a corner for you.
• Creative Expression – Writing, art, and GIFs thrived without pressure for likes or shares. 

For me, Tumblr was all about Superwholock— Frankenstein’s monster of fandoms combining Supernatural, Doctor Who, and Sherlock. That corner of the site lived on inside jokes, fan fiction, and GIFs moving at light speed. 

I had around 5,000 followers, though most of what I did was reblogging content that aligned with my specific interests. My partner, on the other hand, was deep in “stoner Tumblr,” which was exactly what it sounds like.  

The variety of subcultures made Tumblr feel endless—there was a place for everyone. 

For others, like SE2 Associate (and self-described recovered Tumblr fanatic) Mikey Talley, it was a vision board before Pinterest, a space to curate dream outfits from fashion magazines, capture aesthetics and scenic escapes, and craft aspirational collages. 

It became a hub for discovering underground music, fresh perspectives, and inspiring quotes while connecting with like-minded people across the globe. More than just a collection of images, it was a personal sanctuary—a little corner of the internet where creativity, exploration, and self-expression flourished. 

The Vine Connection and Tumblr’s Influence 

People forget how much Tumblr shaped internet culture. Many of the viral trends that defined early social media either started or thrived there. The now-defunct Vine owes a lot to Tumblr; many of its biggest moments first gained traction through reblogs before hitting wider audiences. 

Some ways Tumblr influenced internet culture: 

• Absurdist Humor – Nonsensical memes and inside jokes ran wild. 
• Remixing Content – Users reworked and built on each other’s creations. 
• Fan Culture – Fandoms grew deep roots, creating lore and traditions still seen today. 

Why Tumblr Feels Right Again—Or Does It? 

In a digital landscape dominated by Meta’s ad-choked feeds and X’s toxic free-for-all, Tumblr’s weirdness feels like a relief. But does it still have a place? 

Some arguments for its renewed relevance include: 

• No Pressure to Perform – There’s no race for engagement or clout.
• No Algorithm Manipulation – You see what you follow, nothing more. 
• No Endless Ads – Unlike other platforms, Tumblr hasn’t turned into an ad-filled wasteland. 

I’ve been tempted to dust off my old account, clean up the chaos, and get back into it. 

Tumblr has always been silly, fun, and surprisingly pure in its weirdness. Maybe that’s exactly what the internet needs right now. Or maybe it’s just a nostalgic relic from a different era of the internet. 

What do you think? Is Tumblr making a comeback, or is it just trying? Let’s talk about it. 

As 2024 draws to a close, the marketing and communications world finds itself in a fascinating moment of transition. This year brought rapid technological advancements, shifting audience expectations, and putting an even greater demand for authenticity in a crowded media landscape.  

At SE2, we’ve been navigating the challenges and opportunities that defined 2024 and exploring the trends that will shape the future. 

2024: A Crisis in Confidence for Communicators 

The most important shift in 2024 wasn’t just a new platform or technology—it was a change in audience expectations. “Audiences became increasingly skeptical and selective, seeking messages that resonate with their values,” said RJ Johnson, SE2’s content producer. With shrinking attention spans and heightened skepticism of traditional marketing tactics, authenticity emerged as a vital currency for building trust.

Video formats—especially short-form—cemented their dominance. As Public Relations and Community Outreach Specialist Elizabet Garcia noted, “Instagram and TikTok amplified the power of short videos. They’re the perfect length to deliver big messages without losing focus.”  

At the same time, alternative channels like podcasts gained momentum, with political figures and brands alike exploring new ways to connect directly with these audiences. 

AI wasn’t just a buzzword—it became a tool. “AI isn’t the enemy or the savior,” said Principal Eric Anderson. “It allows us to automate mundane tasks and elevate our focus on things only humans can do.”  

Principal Susan Morrisey observed that AI matured from a novelty to a practical resource, reshaping workflows without replacing the core of good communication: human creativity. 

2025: Authenticity Takes Center Stage 

Looking ahead, authenticity will remain the bedrock of effective communication. “Audiences crave narratives grounded in genuine experiences—not polished campaigns,” shared RJ Johnson. 

Real stories rooted in shared values will cut through the noise, fostering trust in a divided and cluttered media landscape. 

AI will continue to grow in prominence, but its role will evolve. “People are becoming more attuned to recognizing how AI is used,” observed Mikhail Talley, associate. “They’ll place greater value on what AI can’t replicate: authentic human emotion.”  

To stand out, brands must pair AI-driven efficiency with deeply human storytelling. 

At the same time, face-to-face connections will reclaim importance. “In-person interactions build trust in ways AI and digital tools cannot,” said Eric Anderson. This trend highlights the need for human-centered strategies that go beyond screens, from meaningful community engagement to real-world collaborations. 

And as misinformation and disinformation loom large, regulator shifts could redefine the boundaries of communication. “Emerging regulations like COPPA 2.0 could drastically impact how advertisers engage with young people,” said Jack Cohen, associate. COPPA 2.0 refers to proposed updates to the Children’s Online Privacy Protection Act (COPPA) aimed at strengthening online privacy protections for children, addressing emerging technologies, and expanding regulations to better safeguard minors’ data in the digital age. 

Navigating these changes will require agility and a deep understanding of evolving platforms.

Bridge 2024 to 2025 and Beyond 

The world of communications never stops evolving, and 2024 underscored the importance of adaptability. As we look to 2025, our focus remains on fostering connections, telling real stories, and meeting audiences where they are—whether through AI-enhanced strategies, video platforms, or in-person interactions. 

At SE2, we’re committed to navigating the challenges ahead with creativity, resilience, and an unwavering dedication to the communities we serve. As Mikhail Talley summed up, “In an increasingly divided world, the most important thing is to focus on the common values that connect us all.” 

Making complex stories scannable for busy readers? Easier said than done. 

The training on Smart Brevity at The Communications Network’s ComNet 24 in Kansas City, led by Axios, reshaped my approach to content.  

This piece? It’s me putting that training to work—trimming down, focusing on what’s relevant, and trying to keep you reading. 

Key Lessons I’m Using Right Here: 

• Shorter is stronger. 

Axios laid out the facts: Only 5% of people finish an 800-word article. Aim for half that length. It’s not about cutting words; it’s about cutting fluff. This blog? Around 400 words max, so every sentence here earns its place. 

• Hook them with what’s new. 

You’ll notice we skipped a big intro here. That’s on purpose. Readers—especially busy communications pros—want to know what’s new right away. 

• Be a “word surgeon.” 

Words have weight. At ComNet, we practiced paring paragraphs down to a word or two. It’s about removing filler, and that’s why I’ve kept each lesson short here—you’re getting only what matters. 

• Think story, not facts. 

People remember stories, not fact after fact. Even in brevity, storytelling should guide us. This blog aims to share not just tips but tell the story, however brief, of how Smart Brevity changed how I think about my writing. 

• Be human, not robotic. 

Smart Brevity isn’t just stripping language down; it’s about clarity. Writing as if I’m speaking directly to you keeps it natural, conversational, and clear. Read it out loud—if it doesn’t sound right, refine it until it does. 

Practical Tips Applied: 

• Audience first. I’m writing with you in mind—one of SE2’s key audience members looking for actionable insights. 

• Scannable structure. Notice the bold headers, bullet points, and the most important words first? This format lets you quickly decide whether to dive deeper or move on. 

• Precise headline. Headlines should be 10 words or fewer. No clickbait. And yes, emojis boost engagement by 6%—which is why I added one here.  

Why It Matters 

Smart Brevity isn’t just a technique; it shows respect for your reader’s time. Making every word work double-duty requires us to put our audience first. As communicators, the challenge is clear: Write so they stay. 

Creating memorable in-person events is a challenge and an opportunity in a post-pandemic world buzzing with virtual options. Recently, we gathered for an insightful training session led by Val Nosler-Beck, founder of Upstream and the Steady Network. Her wealth of experience in event planning, particularly in the political realm, gave us valuable tips to elevate our events. 

Here’s what we learned, along with my own journey in event planning and how these insights apply to SE2 and the broader marketing landscape.

It’s All About the Experience

The landscape of event planning has changed dramatically. As audiences have grown accustomed to attending events from the comfort of their homes, they now seek in-person experiences that offer genuine value for their time.

Gone are the days of generic galas and dull dinners. Instead, people crave vibrant gatherings that engage and excite.

Organizers must be creative in building for each event. There is no one way to reach out; it’s best to use multiple platforms to reach the desired event participants. Going beyond emails and event pages, it is important to leverage personal connections—direct messages, phone calls, and even involving the venues themselves in outreach. This personal touch not only boosts attendance but also fosters a sense of community before the event begins.

One key takeaway—which has always been important—is the need for meticulous planning. As soon as you know an event is on the horizon, start organizing. Avoid or minimize days of emergencies and bumps in the road by establishing the event team’s clear roles and responsibilities. This clarity leads to a smoother process and allows for effective collaboration. In addition to defining roles, it’s crucial to set internal deadlines and regular check-ins throughout the planning process. These checkpoints help you assess progress, decide which elements to move forward with, and identify what may need to be adjusted or cut.  As the event day approaches, make time to meet with your team and conduct thorough checks on the status of tasks. This will catch any oversights.  To improve the process and take advantage of learning opportunities, gather your team within a day to discuss what worked, what didn’t, and how to improve for next time, fuels growth and enhances future planning efforts.

Lessons from my Journey with Event Planning

I’m RJ Johnson, a content producer at SE2 with over six years of experience in event planning. My journey began in college and took a vibrant turn as I embraced drag, became my drag king persona, George Not-Strait, and began to produce shows. Alongside my partner, who is also a drag performer, we launched StageFluid, a monthly open-stage drag show, in March 2022.

StageFluid began as a space for performers of all levels, inspired by the inclusive spirit of the “Rise of Kings” show that we both loved, which ended during COVID when the venue closed and the troupe producing it disbanded. Initially hosted at a smaller venue, we faced turnout and venue challenges. However, our event transformed into a beloved community gathering after moving to the Mercury Cafe in July 2023. We regularly pack the venue with 100 hundred attendees, fostering a lively atmosphere filled with creativity and talent.

StageFluid began as a space for performers of all levels, inspired by the inclusive spirit of the “Rise of Kings” show that we both loved, which ended during COVID when the venue closed and the troupe producing it disbanded. Initially hosted at a smaller venue, we faced turnout and venue challenges. However, our event transformed into a beloved community gathering after moving to the Mercury Cafe in July 2023. We regularly pack the venue with 100 hundred attendees, fostering a lively atmosphere filled with creativity and talent.

At StageFluid, we pride ourselves on creating an inclusive environment. There is no theme, allowing performers the freedom to express themselves in whatever way resonates with them. Performers can explore various roles—emcees, stagehands, DJs—gaining valuable experience that enhances their skills and confidence. We prioritize creating a safe space where everyone feels welcome, no matter their experience level.

We cater to two key audiences: performers and attendees. For our performers, we offer a welcoming space to express themselves freely, regardless of experience level. They can try new roles, explore creativity, and develop skills enhancing their drag careers. Many performers who have graced our stage have gone on to start their own shows, contributing to a thriving performer ecosystem.

Additionally, we foster collaboration within the drag community. We recommend other venues and events to our performers, creating a network that supports everyone involved. In turn, we also welcome other producers who invite us to participate in their shows, reinforcing a sense of unity and collaboration among creators.

For our audience, we provide great entertainment and a chance to engage with and support the community. The more people who attend and have a fantastic experience, the more likely they are to return and invite others. This ripple effect cultivates interest in trying to drag and join the community.

Accessibility is paramount for us. We keep StageFluid free to attend, ensuring that anyone can enjoy the show without a cover fee. We heavily utilize Facebook for outreach, as we know that  many drag performers and supporters are active on that platform. We actively engage with our community, inviting everyone to become a part of this celebration of creativity.

To promote our shows, we encourage our cast to invite friends and family and provide them with a toolkit of promotional materials to share across social media. I boost our event on Meta about $40 a month and share it in relevant groups to attract new attendees. Our approach to outreach emphasizes personal connections; I often send DMs or texts to invite people directly, making them feel valued.

Feedback is essential to our growth. At each show, we announce the next event, fostering anticipation. We listen to our community’s suggestions, ensuring that we evolve and meet their desires. This engagement cultivates a loyal audience eager to return month after month.

Our event has put into practice many of the practices Val brought up in her training; we just had to learn them the hard way. Some of our big takeaways have been that a venue can make or break an event, personal invites go way further than simply posting or sharing an event, and knowing your audience is critical to success. We have created a safe and fun experience for both our performers and our audience, which has led to tremendous interest and loyal attendees who come back month after month.

Transferring These Insights to Marketing and Communications Space

The lessons from event planning extend well beyond the logistics of execution—they’re about creating lasting impact and fostering genuine connection. Here are three key takeaways that can be applied to the marketing and communications space:

1. Make It an Experience: People want something memorable, whether it’s an event or a marketing campaign. Beyond just delivering information—focus on creating an engaging experience that resonates with your audience and provides rdistinct value. Experiences stick with people and give them a reason to invest their time and attention.
2. Know Your Audience and Invite Them Personally: Effective outreach starts with understanding your audience and tailoring your approach to meet them where they are. Personal connections make all the difference; whether direct messages, calls, or targeted outreach, inviting people individually makes them feel seen and valued. In marketing, this is how you create loyal customers who feel connected to your brand or mission.
3. Always Reflect Post-Event: Consider what worked and what didn’t after every event or campaign. Immediate post-event or post-campaign analysis is critical for continuous improvement. Through these reflections, you can fine-tune your approach, ensuring future success and growth.

These principles—creating a memorable experience, fostering personal connections, and always reflecting— apply to all forms of engagement. In a crowded marketplace, making your interactions stand out, connecting with people personally, and constantly evolving is critical to building solid, lasting relationships that drive success.

In the ever-evolving digital marketing landscape, staying ahead of the curve is crucial, especially when engaging with youth. One platform that has been gaining significant traction is Twitch, a powerhouse in the world of live streaming and interactive content.

Let’s delve into what Twitch is, who uses it, and the potential pros and cons of marketing on this platform.

What is Twitch?

Twitch is a live streaming platform primarily focused on video games, but it has expanded to include diverse content, including music, art, cooking, and even talk shows. At its core, Twitch allows users to broadcast themselves playing video games or engaging in various activities. Viewers and streamers can interact via chat in real-time. 

Who is the Audience?

The Twitch audience is predominantly comprised of young people, particularly millennials and Generation Z. Gen Z has grown up watching other people do everything, which has led to the popularity of platforms like Twitch and, earlier, YouTube. Gen Z is also passionate about gaming, entertainment, and connecting with like-minded individuals.

Marketing on Twitch: Pros and Cons

Pros:

1. Highly Engaged Audience: Twitch boasts a highly engaged user base, with viewers spending hours watching their favorite streamers and interacting with the community. This presents a unique opportunity for marketers to capture the attention of an attentive audience.
2. Authenticity: Unlike traditional advertising, marketing on Twitch often feels more authentic and genuine. Streamers have a close relationship with their audience, making sponsored content feel more like a recommendation from a friend rather than a blatant advertisement.
3. Targeted Advertising: Twitch offers robust targeting options, allowing marketers to tailor their campaigns to specific demographics, interests, and gaming preferences. This precision targeting ensures that your message reaches the right audience.

Cons:

1. Saturation: With Twitch’s increasing popularity, the platform has become saturated with content and advertisements. Standing out amid the noise can be challenging, requiring marketers to develop creative and innovative strategies to capture attention.
2. Ad Aversion: Many Twitch users are ad-savvy and may have ad-blocking software, making it difficult to reach them through typical methods. Marketers must find alternative approaches, such as influencer partnerships and sponsored content.
3. Community Backlash: While authenticity is a significant advantage of marketing on Twitch, it also comes with risks. If a sponsored campaign feels forced or insincere, it can lead to backlash from the community, damaging the sponsor’s reputation and credibility.

Another platform worth mentioning alongside Twitch is Discord. Originally popularized as a communication tool for gamers, Discord has evolved into a versatile platform for building communities around shared interests. Its integration with Twitch allows for seamless interaction between streamers and their audience, enhancing community engagement. Utilizing Discord in conjunction with Twitch can amplify marketing efforts by fostering deeper connections and creating a more immersive brand experience. By tapping into the synergistic potential of these platforms, brands can effectively engage with and grow their youthful audience base.

Leveraging Twitch for marketing to youth offers a dynamic and engaging way to connect with a tech-savvy, entertainment-focused audience. The platform’s unique combination of live interaction and diverse content streams provides an unparalleled opportunity for brands to showcase their authenticity and resonate with younger demographics. However, marketers must navigate the challenges of a saturated platform and the discerning nature of its users by employing creative, genuine, and targeted strategies.