Something big’s happening on YouTube.

MrBeast has changed his content style.

It’s how he got 112,568,448 views in a matter of hours on a recent video. And we all need to pay attention to the shift that’s going on right now.

In today's newsletter:

• The death of Beastification on YouTube (and what it means for your content)

• How to build your brand on Reddit (hint: it’s all about reading the room!)

• Trend plug - The Swan Lake Rage trend (and how to use it)

• Should I be using trends in my content? (here’s what to ask yourself first)

- Charlotte, Editor ♡

Are we seeing the death of the Beastification of YouTube?

If you watch YouTube or know anything about MrBeast, you know that he's had an incredible influence on the style of video editing in the last few years.

He’s traditionally used "retention editing," which is designed to keep the viewer’s attention. This style uses loud sound effects, flashing visual effects, fast-paced cuts, and no pauses.

It's like the crack of video content.

However, Donaldson (MrBeast) took to his twitter last month to announce that he's now focusing on slower, longer and more story-telling focused videos.

Last week, he posted a 41-minute video to his YouTube, and, well, his views skyrocketed.

He got 112,568,448 views in a matter of hours, which would usually take him a week or longer.

So what are the takeaways for us?

[Keep reading]

-Sophie, Pop Culture Queen

How to Build Your Brand on Reddit

Reddit might not be the ideal place you'd think to market your brand. But recently, Reddit's CMO, Roxy Young, came forward to push back on myths that may be scaring advertisers away.

Speaking with Adweek, she gave tips on marketing your brand in community-based spaces.

Young laid out 3 key points for advertising on Reddit (and other online communities).

• Use contextual ads. Contextual ads are an early form of internet marketing. The term means advertising your product or service on relevant sites and pages. Young says marketers can find relevant subreddits and sell themselves directly to their target market.

• Read the room. You can't just get on Reddit and push your project. Well, you can, but the response won't be very good. You need to become part of the community. So reply to questions and show genuine interest in different conversations.

[Keep reading]

-Devin, Copywriter

Trend Plug - Swan Lake Rage

I'm all about a bit of drama. And if you are, too, you'll love today's trend: The Swan Lake Rage trend.

Not only is Swan Lake arguably the most famous ballet ever, it's also got some extremely dramatic music.

Which is why this trending audio is the perfect way to bring some drama into your content this week. A lot of creators are amping it up even more by adding screaming on top of the audio (like this).

RIP my ears.

How you can use this trend:

Film yourself having a meltdown and overlay some unhinged screaming on top of the trending sound.

Then add text like:

• Me when I have a 4pm meeting on a Friday

• When my phone dies while I'm talking to my bestie

• When I see there's only $3 left in my bank account

- Charlotte, Editor ♡

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 👉 Liquid Death by Mike Cessario

[on YouTube] [on Instagram] [on TikTok]

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

Do you have your ID?

Iced Tea

Ask the Editor

Q - I know you guys give us trends we can use in our content, but I'm not sure if they fit my brand. Should I use them anyway? -Alicia

Hey Alicia!

I know it can be tempting to use trends just for the sake of it, but it's not the best idea. Jumping on every single trend can dilute your message. It can make your content come across as a bit random.

Instead, think about what trends align with your brand. Can you adapt the trend to fit your values and audience? If you can't figure out a way to do that, you're better off skipping that one. There will always be another one you can try!

- Charlotte, Editor ♡