I’ve been framed…on purpose 🤨

This week has been full of change and talk of change. Tbh it's a little tiring BUT WE CAN DO IT!

Here's what went down:

• I did what I do best and pretended I was in deep sh*t.... You're as sick of this play as I am <3

• There were good and bad effects from this "company leak".

• YAP still needs refining

• We're mad at LinkedIn

• Our fellow New Yorker is heading back home </3. One of the many tears shed this week.
  

All in all, lots of tears. Fake and real. Thank you to all y'all who defended me in the comments of our stunt - You guys are real ones 💖

- Jony, Content Queen ♡

LET’S BREAK IT DOWN:

Giving You What YOU Want in YAP

We're now 3 weeks in, which means we're hitting our stride when it comes to our systems. Now we want to start refining our content and making it more valuable for you!

So what went well?

• This week, we got 175 new subs (so we're still growing)!

• We've kept a high open rate at 45%!

• This week's TikTok storyline meant we got some more of our social media followers over to our email list.

What could have gone better?

• We had some unsubs <//3 (40% were from the budget leak 👀)

• We're improving the newsletter structure as we figure out what works and what doesn't.

• This week, the click through rate dropped by half. So we need to think about how to make this newsletter more valuable. Right now, some of our audience doesn't know what it's for.

• We need research using SEO for the newsletter.

Overall, we learnt that you shouldn't treat your subscribers like pawns in your game. It pisses them off.

We also saw how the first leak went and decided not to do a second one, even though that was the original plan. It just didn't feel right.

- Charlotte, Your ATTN Please editor

We Haven’t Given Up the YAP Podcast—yay! 

We're still going 👀.... Give us treats and pats pls. Stan and I are notorious for unfinished projects so this is a win...

So what went well?

• We have started talking about unified themes across content and how they show up in different ways.

• The content is becoming more diverse.

• We've managed to get people to find the material for us so we just have to show up.....these people being our housewives lol.

What could have gone better?

• YAP currently doesn't have a structure that's easy to follow.

• We need to think about engineering clickbait for our short form video.

• Right now, we talk about a lot of marketing girlie brain rot. We've just assumed people understand what we are saying when maybe they don't.

This week, we've really got our habits down, which has built a good foundation. Now it's time to refine the content and research how to make it better.

- Jony, Content Queen ♡

Everyone on TikTok hates us!

At least, that’s what you would think if you read a few of the comments on our recent videos. Luckily, we don’t just look at the bad ones.

But for us, we're exactly where we want to be. No one can be everything to everyone all the time and we don’t want to try.

So what went well?

• Our budget leak storyline went viral! This was partly because we had a storyline crossover with both my and Jony’s profiles. This new tactic pushed all the videos across everyone's platforms.

• We've been tagged in a bunch of people’s videos talking about the drama happening on our page. Everyone's trying to figure out if it's real and critiquing our strategy.

• Our team has had people in real life ask if this is real. All of this commentary is the attention we were looking for!

What could have gone better?

• We needed a clearer CTA to drive people to the newsletter. People know the series is about the newsletter but we haven’t been clear enough with asking people to convert over.

• There is a lot of commentary about whether this storyline is fake or real. The issue here is that we've never pretended this is real. We need to communicate to our audience that they're watching a show designed to bring attention to our business.

Here's what we learnt…

A well-crafted story posted across multiple channels can help drive a point home. Once Jony and I posted supporting videos on our accounts, things exploded.

You can achieve the same result by using personal profiles to push a narrative. You can even hire influencers or random TikTok accounts to speak to the same conversation as you. We could have paid a bunch of random creators to make videos commenting on our storyline to stir up more conversation and drive more attention back to us.

By the time you read this you would have seen our wrap up of this storyline. So please let us know what you thought about it by replying to this email.

- Stanley, CEO

We Hate LinkedIn

Jokes aside, LinkedIn has been a tricky one for us this week. And, as a team, we've been struggling with this across the board.

So what went well?

• To be frank, nothing did. Since late last year, LinkedIn users have experienced a collective drop in reach per post. In fact, reports based on the evaluation of 1 million posts on the platform have seen a 66% drop in October 2023 compared to October 2022. Womp womp.

What could have gone better?

• Reports have pointed to the platform's preference for advice-driven SEO content. This makes us think that our old style of opinion-driven content doesn't quite work anymore.

• The team is changing tact. So far, we've trialed same post with different endings where we added "here's what you need to do," which has garnered about 2x more viewership.

• And, guess what? We're not stopping there. We will also be testing the following on the platform:

  • Short form video content

  • Carousels

  • Different styles of writing

  • Sharing polls & much more

So yeah...watch this space as we'll definitely be sharing our learnings.

- Mel, Community Management Lead

As much as we try to capture all our shenanigans for your entertainment, sometimes cool sh*t happens offline.

Here's what's gone down at TAS IRL this week:

• Cam is going home </3. After 3 weeks in the office, Cam returns to New York on Sunday. We’re so proud of how much he's grown and the genius he's rubbed off on us. We’ll miss you dearly, Roh.

• L-ow-rah turned 25. After making it 25 years without working on my birthday I’ve now officially reached adulthood. Don’t worry, the team got me a cake and made sure I felt the love.

• There’s a stomach bug making its way around the office. It’s taken down four of our soldiers already. Keep the rest of us in your thoughts and prayers.

• Stan made the entire team cry. Sometimes the big boss gets in his feels and plays his wedding video at the morning huddle. Let me tell you, there was not a dry eye on the couch.

• L-OW-RAH doesn't know any of the rooms.... I realised pretty quickly when I started at TAS that the team speaks in code. I’m two weeks into my role and I finally admitted I don’t know the names of the rooms in the office yesterday. I’ve got some homework to do and have enlisted myself as the official TAS translator.

- Laura, Social Media Coordinator

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 👇

Sneaking HotDogs Into People's Pockets

Me On a Friday After Work

TikTok's Shitty Ad

Emo Mumford and Sons Ate

Ok No Seriously I'm Obsessed With This Guy

Cardi B Eats A Duck Egg

Oki Byeeeee.

Jo