What do you do if your marketing campaign backfires?

Well, today we’re unpacking what not to do.

In today's newsletter:

• Bud Light’s big brand blunder (and what we can learn from their mistakes!)

• Is community management worth the effort? (why you should be investing resources into this underrated marketing strategy)

• Trend Plug - How to use JoJo Siwa’s “dramatic change” audio

• To start a podcast or to not start a podcast? (here’s a few things you may not have thought of yet)

p.s. thanks to everyone who filled in our Reader Survey yesterday! If you haven’t had a chance to do it yet, you can find it right here.

- Charlotte, Editor ♡

One thing about me? I loooove learning from other people’s mistakes if it means I didn’t have to make them first.

Like yes, thank you for taking that L for the rest of us, you sacrificial little lamb, you x

Bud Light’s drama last year is a great example. So let's take a look into what went so wrong for them.

Bud Light did a promotional TikTok featuring transgender influencer Dylan Mulvaney.

And, unsurprisingly, their audience hated it.

So much so that it tanked their profits, caused a literal boycott, and a huge social media sh*tstorm for them.

Now, please understand, I’m not saying Bud Light’s blunder was collaborating with Mulvaney.

Their mistake was their response to the ensuing storm.

The company neither defended their promotion with Mulvaney, nor appeased the opposers.

And ended up pissing EVERYONE off in the process.

So what can we learn?

[Continue reading]

-Sophie, Pop Culture Queen

Is Community Management Worth the Effort?

So how do you insert yourself into the conversation about what your brand is?

Community management.

Community management is about cultivating relationships, showcasing expertise, gathering feedback, and staying top-of-mind in a crowded digital space.

Why is community management so crucial?

You can build personal relationships with your audience. Engaging with comments and messages shows you value your audience's input. And this fosters trust and loyalty.

You become an authority. Sharing insights and offering support positions you as an expert in your field.

It creates a feedback loop. Listening to your audience helps refine your content and strategy. This is a very important part of saying relevant to your target market.

[Continue reading]

-Elaine, Accounts Director

Trend Plug

Everything I know about JoJo Siwa I’ve learned against my will. Including this trend, but here we are.

You know that video of her being interviewed? You know the one. Where she’s talking about her “dramatic transition” from rhinestones and glitter to, well, different rhinestones and glitter.

Because the internet collectively agrees that this “dramatic change” is not at all dramatic, TikTok-ers have been using the audio to transition to sarcastic examples, miniscule or non-original changes they’ve made.

How you can use this trend:

Lip sync to the audio of JoJo saying, “No one has made this dramatic of a change yet, no one has made, in my generation, this extreme of a switch. I am the first in my generation, it is very scary, but someone’s gotta do it.”

Then overlay text providing context to your “extreme” transition.

For example:

• “When I cut a wispy fringe and want everyone to notice”

• “When I switch from using Canva to Adobe Express”

• “The obnoxious graphic designer who does a beginner course in animation”

@piperbtoney

Tune in to the YAP Podcast

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.

Today’s Creator Spotlight 👉 Outdoor boys  (Luke Nichols)

Check out which of their videos are going viral RIGHT NOW 👇

• His Insta

• His Fishing Channel

• Most Recent Viral Video

• Viral TikTok Snippet

• Meme Trend that Helped Catapult Him

Ask the Editor

Q - I'm tossing up whether I should start a podcast or not. What advice do you have for me? -Pauline

Hey Pauline,

Producing a (good) podcast will take a certain level of time and commitment. So if you aren't ready to put that time and effort it, it may not be the best idea.

But there are a lot of pro's to creating a podcast if you are willing to put the work in. It can be a really great way to make content you can use across multiple platforms. You can put the long-form episodes on Spotify and YouTube. Then cut the episodes into short clips for your Instagram and TikTok.

Hosting a podcast can also be a good way to connect with potential clients. So if you're smart, you can use it as a way to build relationships in a more lowkey setting.

But at the end of the day, you have to decide whether you're ready to commit to sticking to it!

- Charlotte, Editor ♡