Your ATTN Please || Wednesday 21 February

You’re never going to need a cultural calendar again.

No, really.

That’s literally the whole point of YAP. We’re scouring the internet for you. Figuring out what’s happening. And then telling you how to take advantage of it in your own content. Sounds pretty good, right?

In today's newsletter:

  • Pat McGrath's glass skin craze

  • Open That Bottle Night (February 22nd)

  • World Pistachio Day (February 26th)

  • European app developers get a 30% profit increase

  • What's going viral right now

  • Do niche newsletters work?

Don’t forget to get in my inbox with any questions you have about social media. Can’t wait to hear from you!

- Charlotte, Editor ♡

So, What’s the Tea?

Pat McGrath decided glass skin will remain “in” for 2024.

During Paris Haute Courture Week, models with porcelain-doll-esque glass skin kept the audience captivated at the Maison Margiela show.

But what really captured the internet happened after the show.

The models peeled off their high-shine glass skin on camera, keeping everyone guessing how they pulled off the look (literally!).

Lucky for us, Pat McGrath Labs didn't gate keep her secrets forever. However, she left her method a mystery just long enough for the internet to go crazy trying to figure out how to achieve the look.

This turned out to be a genius marketing move.

While everyone was trying to recreate the glass skin, Pat McGrath gained loads of publicity. And plenty of creators rode this wave, too.

Make-up artist Erin Parsons took to TikTok to give it a go after gathering intel from other influencers and backstage MUA online. Of course, this sparked lots of engagement from her followers!

Sarah Cheung, founder of Saechu Beauty, achieved her glass skin look using a yet-to-be-released product. Since she kept the name of the mysterious product secret, her followers were tossing and turning in the comments.

But enough about skin peeling! There are a few notable days coming up you don’t want to miss.

Open That Bottle Night (February 22nd) - This is the day to break out that bottle of wine you’ve been saving! Celebrate this lesser-known holiday by hosting a wine tasting live on social media. Have your audience share the story behind the bottle they’re cracking open for the occasion.

World Pistachio Day (February 26th) - Who knew this was a thing? If you’re in hospitality, why not share a video of you creating a pistachio-inspired dish? Or if you work in an office, you could host a pistachio dress up contest for your team. Make sure to document all the outfits on social media!

- Caitline, Account Manager & Charlotte, Editor

App Developers to Get a 30% Profit Increase Overnight

For the first time ever, European iPhone users will be able to download apps from third-party platforms. This means app developers can say goodbye to the 30% Apple app store fee on purchases made within the 27 EU countries.

In March, the Apple App Store is loosening its white-knuckled grip on every app iPhone users download.

What does this mean?

This is great news for companies like UberEats, McDonald’s, and pretty much anyone else who makes money from an app. Businesses will now be able to create their own app platform and keep all the profits for themselves.

How will it work?

Users will be able to download what Apple calls "alternative app marketplaces". However, these will still have to go through Apple's approval process before being installed. Then users can download third-party apps to their heart's content, even if they violate App Store guidelines.

Why is it happening?

The EU's Digital Markets Act (DMA) ruled that big tech companies like Apple, Alphabet and Meta were using anticompetitive practices.

The fine print: Apple says it will still keep a close eye on what apps their users download. Their "notarisation" process uses both human review and automated checks.

Apple will also limit developers to distributing a single version of their app across different stores. Marketplaces will still have to abide by certain rules like being scanned for malware.

We're watching with rapt attention to see how this goes down. And we're especially curious to see whether this new policy will get rolled out around the world.

- Devin, Copywriter

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 👇

Tweets from The Intern

Ask The Editor

Q - Can niche newsletters work, particularly for academics and topical writers? Or do they have to be catch-all like modern day newspapers? -Shaheer

Hey Shaheer!

I definitely think niche newsletters can work! Topical newsletters can be a really great way to build a community around a niche topic because they can help like-minded people find and learn from each other.

In fact, I think it's smart to cater to a targeted audience. Because once you've found your people, you know they'll be super engaged, right?

This is why all our articles are focused on social media and marketing. That’s what our audience is interested in. And we want to provide as much value as possible on the topic we happen to know a lot about!

There are already so many general news-style newsletters out there! So by diving deep into a specific topic, you can set yourself apart from everyone else.

- Charlotte, Editor ♡

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