Was that Ru Paul’s Drag Race or the Olympic opening ceremony?

This year, the Olympic Games have bucked tradition in more ways than one, dividing the world in the process.

They’ve also highlighted the dilemma brands find themselves in today, as they try to evolve with the changing times without alienating their audience. Today, we’re looking at how brands can adapt and bring people together at the same time.

In today's newsletter:

• What brands can learn from the opening ceremony controversy (here’s how to evolve in a way that brings people together instead of dividing them)

• The secrets behind ‘Chicken Shop Date’'s virality (find out how Amelia Dimoldenberg built her YouTube audience to almost 2.5 million)

• Trend plug - I feel like you’re just here for the zipline

• Ask the Editor - How do I grow my TikTok faster?

- Charlotte, Editor ♡

What Brands Can Learn from the Opening Ceremony Controversy

It was a scene like no other.

One that would make Ru Paul and Michelle Visage shed a tear.

The Siene River sat shimmering in the background. In front of it, a long red table with a myriad of performers dressed to the nines. A blue man sits atop the table, adorned with roses and fruits. Drag queens and dancers perform all around.

However, this was not Ru Paul’s Drag Race we were watching. It was the Opening Ceremony of the 2024 Olympics.

And it has caused an absolute uproar. Spectators have drawn parallels to Leonardo da Vinci’s 'The Last Supper,’ claiming it was a mockery of Christianity and even calling it the 'theatre of Satan.'

Paris 2024 has seen the evolution of the traditional games we know so well.

However you feel about it, there are lessons for brands here about navigating cultural change.

The risks of rebranding to fit cultural norms are high. You can alienate your audience and cause reputational damage that can be hard to reverse.

But not doing so comes with its own risks, indifference and stagnation to name a few.

[Keep reading]

-Sophie, Writer

Making delulu – lulu(crative)??

Somebody get Amelia Dimoldenberg on the phone and tell her I’ve got enough (of the former) to make our great great grandkids rich.

The 30-year-old Londoner is everybody’s favourite interviewer right now.

Why?

Because she perfectly balances being unapologetically delusional about a celeb crush with being absolutely hilarious.

‘Chicken Shop Date’ is Amelia's self-produced YouTube show. It's a star-studded interview series that favours cheeky banter over interrogative questioning. And it reveals a playful, intimate side of our celebrity faves.

The episodes are so good, touching on the feeling of being so sprung, they’ll have you giggling and swinging your feet.

Amelia is also a brilliant example of how a consistent, authentic personal brand can take you places.

And by places, I mean going on a date with both Ryan Reynolds AND Hugh Jackman just days before the release of Deadpool & Wolverine.

That’s a far cry from when Amelia started ‘Chicken Shop Date’ at just 17 years old.

So how exactly did she create a following of over 2.45 million followers on YouTube alone?

[Keep reading]

-Sophie, Writer

Trend Plug - I Feel Like You’re Just Here for the Zipline

This trend uses a clip from the comedy Netflix show 'I Think You Should Leave' with Tim Robinson.

During this clip, a man is confronted for his excessive use of the zipline at a party instead of actually interacting with the other guests.

Now, creators are using this sound to describe situations where they or a friend had a humorous ulterior motive to do something. For example, this might be something like going on a golf trip but really just wanting to mess around with the golf cart.

How to jump on this trend:

You'll need 2 people for this trend. Using this sound, film yourself lip-syncing 'I feel like you're just here for the zipline.' Then, cut to the other person saying 'what?' after looking slightly confused for a few seconds.

Use OST (on screen text) to describe a situation where someone might have an ulterior motive (like 'I feel like you're just here for the free holiday, what?')

A few ideas to get you started 

• 'I feel like you're just here for the free food'

• 'I feel like you're just here for the money'

• 'I feel like you're just here for the gossip'

-Carter, Intern

Ask the Editor

Q - I've been posting about my social media marketing business on TikTok, but how do I grow my account faster? - Sarah

Hey Sarah!

If you want to grow your account faster, you should try to create as much content as you can. Especially if you're only posting a few times a week, that's really not enough to get your content out there.

Think about it this way. The more people see you, the more familiar you'll become. And, as you post more, you'll start creating better content. You'll slowly build an audience of people who like what you have to say. Eventually, you'll reach a tipping point where your growth speeds up as your videos get better.

Just make sure you are creating content people actually want to watch, which means you can't just talk about what you're selling. Instead, try out a few different content styles and see what works for your audience. The more you post, the faster you'll figure that out!

- Charlotte, Editor ♡

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