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Welcome to Day 4 of the Best of YAP 2024!

Our team’s taking a little holiday break, but don’t worry—we aren’t going anywhere.

Because over this holiday period, you’ll be treated to one of our fave articles in your inbox each day.

So whether you’re sitting by the fire with a warm cup of cocoa (lookin’ at you, Northern hemi folks), or hitting the beach (for those of us having a summer Christmas), you can catch up on some reading and remind yourself of what a wild year 2024 was.

Catch ya in 2025!

- Charlotte, Editor ♡

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4 Lessons From Molly Mae Hague's Clothing Line Launch

Molly Mae Hague isn’t just an influencer, she’s a marketing genius.

Since the bombshell entered the Love Island villa in 2019, she’s had the Midas touch.

Her talent in influencing others is almost unmatched.

If she posts in a green leather Zara jacket, it goes viral, with 32.2 million views on the hashtag #mollymaejacket. Not to mention the countless dupes made by other stores trying to buy in on the hype.

If she vlogs about going to The Hollies Farm Shop, a deli in Cheshire, Google searches for the spot increase by 416%.

When she posts her engagement video with 'The Vow’ by Anne Ruth, the song surges to #2 on the UK charts – 5 years after its release.

This happens so often, her uncanny ability to influence others has been deemed the 'Molly Mae Effect.'

And now, she’s implemented it into her own business, yielding instant and impressive results.

On September 9th, Mae posted a snippet announcing the launch of her new clothing brand, Maebe. The video featured nothing more than some black and white shots, camera clicks, and a close up of her. And it garnered 18 million views across Instagram and TikTok that same day.

A week later, and the @maebestore page has 775,000 followers, despite only having six very vague posts about the brand.

The interest in the new brand goes to show, Molly Mae exceeds the title of a macro-influencer.

She’s an über-influencer, with an incredible talent for marketing herself. And now, it's a talent she's going to use to build a clothing brand (because, why wouldn't you?).

Thankfully, we don’t need a crazy level of influence to build a successful brand. In fact, her tactics are surprisingly simple. And, done right, they’re hyper-effective.

[Keep reading]

-Sophie, Writer