What do you want from us?

It’s a serious question.

What do you want to see in this newsletter? I want to make sure you actually want to read YAP.

So reply to this email and let me know what you want to see more of!

In today's newsletter:

• Dolly Parton announces her new cookbook (plus loads of fun ways to bring this into your content)

• Lindsay Lohan and Jamie Lee Curtis confirm a Freaky Friday sequel (time for you to get out in front of this trend!)

• Bitcoin hits an all-time high (here come the crypto influencers!)

• What happens when you alienate your followers (and how to make sure you never do)

• How to get out of "200 view jail" on TikTok (yes, it is a thing)

- Charlotte, Editor ♡

What's cookin' good lookin'?

Dolly Parton's cookbook—Good Lookin' Cookin'!

No, this isn't a tongue twister. (I wouldn't do that to you guys on a Monday morning.)

Dolly and her sister Rachel are putting together all their family recipes and stories for you to indulge in.

While it's not her first piece of culinary literature, it does seem to be her most meaningful. Dolly says this book's recipes are meant to make you feel like family.

The inspiration for content here is ENDLESS, and I'm so excited about it.

• Throw a Parton-themed dinner party. Imagine the sizzle reel you could make. Think lace doilies, pink cocktails, big hair and all Dolly's favourite recipes.

• Do a recipe-a-day. Help your audience create recipes by showing them the way. Extra points (and engagement) for consistently posting. Do 30 days and watch your viewership skyrocket!

• Make a wild guess. Create content around what you think might be in the book, and get creative with some recipes of your own!

Remember to engage with the book by hashtagging and tagging Dolly to create some noise.

While we're talking about iconic duos…

Are we seeing double??? No.

Li-Loh just announced that she and Jamie Lee-Curtis will be teaming up once again for a Freaky Friday reboot!

It’s official on Andy Cohen Live—Lindsay Lohan confirmed that a sequel is in the works. All the 2000’s babies rejoice.

But how is this relevant to you and your content?

Take this as a lesson on nostalgia and comfort. Sometimes you don’t need to reinvent the wheel. Your audience often just wants more of what you’ve already given them.

Take TAS as an example. Our audience loves our boss vs. employee trope. When we sway away from that for too long, our content doesn’t perform as well. So if you hit on a winning formula, just give the people what they want!

And…Bitcoin's back, baby! Or is it?!

Bitcoin hit an all-time high this week and then fell by more than 10%.

Now,  you know we’re not crypto experts but we are marketing experts. And it doesn't take an expert to predict where the online conversation is headed. Prepare yourself for an influx of new crypto experts and influencers.

Do you have knowledge on the topic or want to get amongst it? This is the perfect time to join the conversation.

- Sophie, Art Director & Laura, Social Media Coordinator

How NOT to Launch Your Product

Emily Mariko gained over 12 million followers for her cooking content. But her audience revolted after she shared that she would be selling her own brand of tote bags for $120 USD each.

Talk about a product launch fail!

In case you haven't heard of Emily Mariko...

Mariko is known for her cooking videos. However, she doesn't use fancy videography, nice music, or an entertaining voice over. She simply sets up her camera and cooks without saying a single word or using background music.

So what happened?

Emily's 12.7 million followers heard her speak for the first time when she announced her farmer tote bags. Many of her followers came to this realisation and weren't shy about it in the comments. They also had plenty to say about the shocking price tag on her canvas totes!

Though her totes "sold out," there was speculation as to what really happened. Some said it was a marketing strategy, while others thought she pulled her site down after all the negative feedback.

What can we learn from Emily's massive fail?

• It's almost impossible to build a brand without engaging with your audience. Emily never responds to or interacts with her audience in the comment section. She also never addresses her followers in her videos (except to promote her totes!). So when the time came for her audience to show their support, they didn’t.

• Read the room. You need to really understand your audience. If you've built a brand cooking with low-budget items, your audience is probably not keen to drop $120 on a tote bag.

If you truly know your audience, you'll be able to offer them products they actually want. And if you don't, don't be surprised if they turn on you!

- Annelise, Intern

What’s Going Viral?

Got FOMO?

Listen to our YAP Podcast Tuesday - Saturday, where Stan & Jony break down the videos that are blowing up on social media. Not only will you learn why they work, but we’ll tell you how to capitalise on these trends before they disappear.

Check out what's going viral RIGHT NOW before you miss it 👇

Jack Black’s cool dance moves

Mike Tyson’s still got it

Cooking with beagles

Not sure what is happening here

How to get your fat hand into a Pringles can

Tweets from The Intern

Ask the Editor

Q - It seems like a lot of people get stuck getting around 200 views on all their TikToks. Is "200 views jail" real? How do I get out of it? - Issy 

Hey Issy,

Yes, we hear about "200 view jail" all the time. So it is a thing. The problem is that most people just blame the TikTok algorithm if their videos never do well.

When actually, it's just that their content isn't good. If TikTok shows your video to people and no one wants to watch it, the platform will stop showing it to people. 🤷‍♀️

So how do you get out of jail? You need to change your video style. This might mean changing your music, using a different editing style, or doubling down on your niche.

The key is to make intentional changes rather than just random ones. Keep tweaking your videos until you hit on a style that works. That's it!

Hope that helps xoxo

- Charlotte, Editor ♡