The Indie Sleaze revival is here.

Slicked back buns and minimalism are so 2022. Early-to-mid 2000s style is back, baby.

Just look at Olivia Rodrigo’s plaid skirts. Saltburn’s nostalgic early 2000s vibe. And the obsession with the Bratification of everything. We’re calling it now, so you might as well get on board.

In today's newsletter:

• Clean Girl's out. Indie Sleaze is in. (find out what your brand should be doing to jump on this trend before everyone else catches on)

• Why your brand needs to be on Threads (check out how these brands are killing it on the platform to see what you could be doing, too)

• Trend plug - oH lOoK a sTrAwBeRrY

• Ask the Editor - How do I get my audience to come into my café?

- Charlotte, Editor ♡

p.s. We’re hiring an Account Director here in Auckland, NZ. Know anyone who’d be interested? Learn more right here!

Effie and Freddie. Side bangs. Glitter. Stripy socks. Triangles on EVERYTHING. Flannel shirts. Graphic tees. Strappy neon headbands. HUGE sunglasses. BEBO. Ripped skinny jeans…

If you’re a millennial, and were a teen anywhere between 2005 and 2012, you know these are relics of an iconic era.

The Indie Sleaze Era.

Trashy, carefree and colourful.

Our icons? 90s figures like Chloe Svigny and Kate Moss brought their grunge aesthetic to the era. And the likes of Sky Ferreira, Ke$ha, and the Olsen Twins solidified it with their fresh perspectives.

Our playlist? The Strokes, MGMT, Empire of The Sun, YeahYeahYeahs.

The world just doesn’t have that kind of whimsical in it anymore (sad face.)

But that hasn’t stopped Gen Z from trying.

The so called 'revival' of the Indie Sleaze Era is upon us.

It’s a rejection of the Clean Girl Era that has dominated for so long. Minimalism, fresh, glowy faces. Slicked buns. It’s a polished look that’s almost impossible to keep up with. Because let’s be real, nobody is that pretty all the time. And not everybody wants to be, either.

The revival of Indie is the permission to get free.

[Keep reading]

-Sophie, Writer

Why Your Brand Needs to Be On Threads

It’s been a year since Meta launched Threads.

You know, the social media giant's text-based platform made to compete with X as a place for less angry people to share their ideas and feelings. Its launch was astronomical. 70 million users and a ton of brands joined within the first 48 hours.

Threads currently has over 190 million people using the platform daily.

And many brands are actively using it as a part of their wider marketing strategies to capture the large audience that resides there.

It’s an engagement generator for brands, and more and more of them are making their presence known. According to a Sprout Pulse Survey, 70% of marketers are currently using Threads. A further 21% plan to use it in the near future.

So, should your brand be on threads? Absolutely yes.

[Keep reading]

-Sophie, Writer

Trend Plug - oH lOoK a sTrAwBeRrY

Today’s trending sound, with now over 25k videos under it, stems from TikTok user @amaliatown. 

In the original video, the creator shares her what her homegrown strawberries look like.

The first one looks perfect, then they get progressively less perfect. And, as she says the line, 'Oh look, a strawberry' for each one, her delivery gets less and less clear until you can't understand it at all!

The voice is so well produced you'd think it's an excerpt from a movie or show, but no, it's all the original user.

This trend has people showcasing their versions of 'strawberries.' These range from shelter kitties that get smaller with each line, all the way to spotlighting the struggles of curly hair that might look good in one spot but frizzy in another.

How to jump on this trend:

Using this sound, film clips of your 'strawberry.' This should be something that goes progressively from good to not so good. Make sure to time them to different lines in the audio. Bonus points for text overlay heading describing what you're talking about.

A few ideas to get you started:

• Me with my different clients throughout the day

• My design style over the years

• My ranking of different fonts

-Carter, Intern

Tune in to the YAP Podcast

We’re breaking it down for you.

Listen to the YAP podcast Tuesday - Saturday, where we talk about everything that’s happening in marketing right now so you’re always in the know.

Watch the full podcast here and subscribe to our YouTube Channel so you never miss an episode.

Ask the Editor

Q - We're posting quite a lot of content for our café and we've got good engagement, but we're not seeing that translate into people coming into our doors. What should we do to get more actual business? - Adam

Hey Adam!

First of all, that's amazing you're getting so much traction in your social posts! If you aren't seeing an uptick in people walking through your door, here are a few ideas for you.

First, you could try turning some of your best performing content into ads targeting your local area. Part of the problem right now could be that a lot of your audience isn't local to you. So this is one way you can try to build more followers who are able to visit your physical location.

Another idea you could try is running a promotion or giveaway that encourages people to come to the café. This could be a free coffee for people who follow you on your socials, or you could promote a giveaway on your socials that people can enter by coming into the café.

You could also try partnering with other local businesses and/or creators to build more community around your business. Just make sure you partner with other businesses who have a similar audience to you.

- Charlotte, Editor ♡

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