Are you prepared?

In case TikTok gets banned in the U.S.?

Ok, so we really don’t see that happening. But it would be stupid to just sit back and wait. If your brand’s on the platform, today we’re sharing what you need to do now…just in case.

In today's newsletter:

• Ariana Grande’s new album has dropped (love her or hate her, we know you have thoughts)

• Miami breaks up with Spring Break (here’s how to use their viral video style in your content)

• What if TikTok really gets banned? (how to future-proof your brand while you still can)

• What it’s REALLY like to work at TAS (ngl, it’s a bit chaotic)

Let’s get into it!

- Charlotte, Editor ♡

Ariana Grande dropped her long-awaited album "Eternal Sunshine" on Friday.

The album comes at the height of her affair scandal with Wicked Co-Star Ethan Slater... which we have some thoughts about....

ANYWAY. Her music video, "We Can't Be Friends," is already a hot topic. The storyline shows Ariana going through a procedure to delete memories of someone, paying homage to the movie Eternal Sunshine of the Spotless Mind.

This reminds us of Ari's clever nod to Mean Girls in her iconic 'thank u, next' video.

Everything Ariana does generates online buzz and conversation. Whether you're on the hate or love train, you're talking about it (and she's profiting!).

When it comes to your own content, here are some things you can do with this album release:

• Give us your reaction! Whether it's video content or the use of GIFs - join the trending conversation while it's hot.

• Use film or tv scenes to tell stories that are unique to your brand message.

• Use her music in your content. Look for lyrics that you can use within your brand’s context.

• Create a trend! We loved the voice note from Ari's Nonna at the end of the album. Could you replicate this with your grandparent's advice? Make it funny or serious - there's bound to be something to share!

Miami Beach broke up with Spring Break in a brilliant campaign.

For the last 50 years, partiers have flocked to Miami Beach every spring. But with a string of murders, rapes, gang activity, and robberies over the last few years, Miami Beach has had enough.

And they're serious. Curfews, liquor bans, and 140 state troopers have been deployed in the city this weekend.

Styled like an actual break-up, the city’s "it's not us, it's you" video style is as clever as it is effective. It spells out all the ways in which Spring Break was a SCRUB of a partner and their chances are all used UP.

This campaign’s a great reminder of how video can be so damn powerful in relaying messages.

Short, concise, and leaving little room for misinterpretation - but also the easiest way to start an online viral trend.

So, how can you utilise this in your content?

Here are some ideas:

• Show us what you're breaking up with right now. Sugar, dairy, doing your laundry, your actual boyfriend... Use a sound bite from this video and put your own wild spin on it.

• Give us your take on Spring Break. This could include your alternative plans, or even something funny like "when my mom comes home to find Spring Break in my backyard."

Get creative with it and see what you come up with.

& as per, You're welcome x

- Sophie, Art Director & Madi, Community Manager

What if TikTok Really Gets Banned?

Let’s be clear. We don’t think this ban will actually happen. 

But, with the U.S. House Energy and Commerce committee unanimously voting to approve the “Protecting Americans from Foreign Adversary Controlled Applications Act”, the likelihood has increased by an uncomfortable amount.

What would happen if the bill became law in the US?

• ByteDance-controlled apps, including TikTok, would no longer be accessible in Apple or Google app stores or on U.S. web hosting services.

• Apps would need to sever ties with entities controlled by foreign adversaries to remain available in the U.S.

What could this ban mean for your brand?

• Loss of access to large audiences. If you’ve heavily invested in TikTok, you may lose access to your audience.

• Disruption of influencer marketing. TikTok influencers may lose their ability to reach their audience. This means brands might look to alternative platforms and influencers.

• A shift in advertising budgets. Brands may need to reallocate advertising funds to alternative platforms. This could lead to increased competition and costs.

What can brands do to protect themselves (just in case)?

• Explore alternative platforms. Speed to market is key here. So it’s time to diversify to platforms like Instagram Reels and YouTube Shorts.

• Protect your intellectual property. Make sure you have the proper documentation and ownership rights of any content you’ve posted on TikTok. This means you can repurpose that content on other platforms.

• Build direct relationships with your audience. This may be through community management. Or it could be through your website, emails, or mobile apps. However you do it, relationships are the name of the game.

Honestly, that’s stuff we all should be doing anyway. Whatever the outcome, this is going to be interesting!

- Mel, Community Management Lead

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.

Watch the full podcast here and subscribe to the YouTube Channel so you don’t miss an episode.

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

Nicki Minaj the rat

Meet my father with me

She hunts lesbians for sport

Today’s Creator Spotlight 👉 Tara Yummy

Tweets from The Intern

Ask the Editor

Q - What does a day in the life of someone at TAS look like? - Elizabeth

Hi Elizabeth,

I love this question! Everyone on our team will have a completely different answer. This could be an idea for a recurring newsletter segment...

But since I'm the one writing this, here's what I usually do every day at TAS:

• Plan the next day's newsletter and finalise what articles will go in it

• Join morning huddle with the team

• Brief that day's newsletter writers and field any questions that come up

• Edit newsletter segments and schedule the next day's email

• Sit in on client meetings

• Write client LinkedIn posts (although I'm the newsletter editor, I still have about 15 clients I'm ghostwriting for!)

• Join internal meetings about the newsletter, our TAS content, or client strategies

Because we're still in the scale-up phase, I wear quite a few hats (as we all do)! Although not everyone likes working like this, I have to say I really do. It means no day is ever boring!

- Charlotte, Editor ♡