Did you even go for a run if it’s not logged in Strava?

And did you even read that bestseller if it’s not in Goodreads?

Yeah, these apps are popular because we all love to show off. But their appeal runs deeper than that. These platforms offer an opportunity to connect. And brands that can build that kind of community around themselves are the brands that will win in 2025.

In today's newsletter:

• Why your brand needs its own niche community (plus how to start building one)

• The 2025 Consumer Electronics Show has been overrun by...robots? (so what does our current obsession with robots say about society as a whole?)

• Trend plug - I’ve played these games before! 

• Ask the Editor - My posts are flopping!

- Charlotte, Editor ♡

Maybe it's the aftereffects of Covid.

Maybe it's a collective longing for the days when we all lived in villages together.

Maybe we all just want to move to a commune and throw off the shackles of capitalism.

Whatever the reason, we're all longing for community right now.

We've seen all the examples of this in the "real world." The rise of run clubs, the revival of book clubs, the recent tendency towards social sports (ok, this might not be new to all, but it is in my circle of friends)...I could go on.

But this longing to connect with a friendly bunch of would-be strangers over shared interests and joys isn't contained to in-person meet-ups.

It exists online, too.

As described by Jess Maddox, Assistant Professor in Digital Media at the University of Alabama, "Social media users have been turning towards niche apps and spaces for a long time."

Take platforms such as Goodreads, Letterboxd, and Strava. 

While each provides the solo user with functionality (tracking your reading, watching, and exercise history, respectively), what's caused these websites to achieve success is the ability for users to engage with other people who enjoy the same things.

[Keep reading]

-Maggie, Copywriter

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The 2025 Consumer Electronics Show Has Been Overrun by...Robots?

CES 2025 has officially begun.

What's CES, you ask?

Well, the Consumer Electronics Show is an annual event showcasing the world’s newest and most innovative consumer electronic products.

It’s one of the biggest events of the year, providing the ultimate platform for tech leaders to connect, collaborate and show off their shiny new toys.

However, this year, CES feels less like a tech showcase and more like a casting call for Westworld.

Amid the sea of shiny gadgets, Samsung’s announcement of its Ballie AI robot ready for release in 2025 has stolen the spotlight.

A small, admittedly very cute, spherical “personal companion,” Ballie promises to roll into your life and solve problems you didn’t know you had.

It’s a nice concept—but it’s also part of a much larger, and slightly dystopian, trend: our society’s increasing fascination with robots.

So why are robots—from Tesla’s humanoid Optimus to Samsung’s Ballie—dominating the tech world’s imagination? And what does this cultural obsession say about us?

[Keep reading]

-Sophie, Writer

Trend Plug - I've Played These Games Before!

Squid Game is back with its second season and a viral sound bite from a now not-so-smiley Gi-hun.

(Some spoilers ahead, especially if you haven't seen Season 1, so tread carefully!)

In the new season, our brave protagonist returns to the competition he narrowly survived in Season 1, where he is surrounded by hundreds of first-timers (since the 455 contestants from last time, well... ya know...)  

Towards the end of Episode 3, Gi-hun snaps and belts out a shocking confession to the hundreds of new faces surrounding him:

"I've played these games before! I said I've played these games before!"

It's an emotional moment, but the English version of this line is extra dramatic. So naturally, TikTok's found ways to use the scene in moments when the past comes back to haunt them, such as the threat of another pandemic or trying to play Uno at someone else's house.

How you can jump on this trend:

Pair this audio with a clip of yourself lip-syncing it. Add text describing a time where your wisdom surprised people, or a time it reminded you of how repetitive life can sometimes be!

A few ideas to get you started:

• "When a customer says their item with no barcode 'must be free' for the umpteenth time."

• "When you're walking and a guy with an iPad says he likes your shirt and wants to chat for 30 seconds."

• "When your dog ignores you, but wants 'attention' while you're eating."

-Devin, Copywriter

Today on the YAP podcast…

Want even more ‘YAP’ing? Check out the full podcast here.

Ask the Editor

Q - I'm getting disheartened because my posts have totally flopped recently. How do I keep being consistent when I'm not getting anywhere? -Dan

Hey Dan!

Totally get where you're coming from. It can be hard to keep posting when you aren't getting much engagement. But the only way to improve your content is to (you guessed it) keep posting.

I'd encourage you to keep posting every day, paying attention to your analytics. Experiment by changing up your hook, images, and post style. Don’t be afraid to change up your format and see how it lands with your audience.

The bottom line is, you'll figure out what works way faster by continuing to post than stopping!

- Charlotte, Editor ♡

For the group chat

😲WTF: Huge Wildfires in LA?!
❤How wholesome: Amazing act from NBA player
😊Soooo satisfying: Crushing a Coke bottle?!
🍝What you should make for dinner tonight: Creamy shrimp and rice

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