Your ATTN Please || Friday, 14 February

Hey, hey YAPPERS!

Next week, YAP will be 1 year old (how did that happen so quick?!). To celebrate, we’re rolling out a brand new look (ok, so it’s a few days early—because why not)!

Would love to hear what you think of the new format. Just reply to this email and let us know :-)

- Charlotte, Editor ♡

WHAT’S HAPPENING IN MARKETING TODAY?

Duo is Dead, Gary Vee’s Book is Now a PDF & Pete Davidson is Tattoo-less

I’m trying out this new article style. So BEAR WITH while I get this right, okay?

I’m going to give you three quick little pieces of news I think you might find relevant or interesting – what you do with this information is none of my business.

Write a post, copy the strat, tell your colleague, call your mom – I don’t care. But I figured it’s easier for both you, dear reader and I this way.

So, here’s my top picks for the day:

First, THE DUOLINGO OWL IS DEAD.

“It is with a heavy heart that we inform you that Duo, formally known as The Duolingo Owl, is dead,” the company announced on social media on the 11th of Feb. Maybe that means he’ll finally get off my back, damn. The statement was littered with its usual unhinged attitude, signature humour and even a hint at possible foul play – spicy! "Authorities are currently investigating his cause of death and we are cooperating fully," the post read. "Tbh, he probably died waiting for you to do your lesson, but what do we know." Eyeroll.

They also, of course, used the moment to plug Super, their paid subscription service, suggesting we enter our card number in Duo’s honour. The internet has already started theorising. But, let’s just say, Duolingo, master of viral engagement and social media tomfoolery, doesn’t pull a move like this without something brewing in the works. Best to keep an eye on their socials for what’s next.

Okay, NEXT, Gary Vee just dropped a FREE PDF summarising the contents of his latest book: Day Trading Attention.

The book teaches readers how to actually build brand and sales in the new social media world. Gary Vee is adamant that capturing attention is the #1 skill set you need to master in today’s advertising landscape.

And for those of you with ADHD, no time or brain rot (I am all three) – the book is conveniently summed up into 28 sweet little digestible pages. Eat your heart out.

Lastly, y’all didn’t think you were going to escape without me mentioning loml Pete Davidson making a rare appearance, now did you?

Known for his SNL stint, dating every baddie in Hollywood from Ariana Grande to Kim Kardashian, and his tattoos, (which he’s now removed???) the comedian also manages to keep a super low profile. He pops up every now and then with a certified bad bitch and a big af smile. However, it’s been a hot minute since we’ve seen sweet Pete do anything of the sort.

Now, he has been unveiled as the “official boyfriend” of the sustainable fashion brand Reformation. The pair have launched a collection that features “Official Boyfriend” and “Official Girlfriend” sweatshirts and white rib knit boxers, and the campaign is just… bites fist. It’s also the first time we’re seeing his tattoo-less body. I don’t really have anything else to report on the matter, just that we love to see it, and he’s fine as hell. Go look for yourself.

And that’s all folks.

-Sophie, Writer

DEEP DIVE

Ye’s Final(?) Crashout

It’s not even surprising at this point to wake up to a headline detailing yet another "shocking" rant by none other than the king of public spiralling himself– Kayne West.

For years, West—now Ye—has played a dangerous game with his public persona. He's danced on the edge of cancellation and redemption in a cycle that has kept him both relevant and reviled. But his latest self-immolation last Friday on X might actually be the moment that buries his brand for good.

In a spree of posts that defy any remaining goodwill, Ye defended “twin" Diddy (despite the heinousness of the allegations against him). He claimed to have "dominion" over his wife Bianca. Then, he denied the experiences of #MeToo victims.

He shared a self-designed shirt emblazoned with a swastika, posted porn. And—because it just wouldn’t be a Ye rant without it—once again praised Hitler.

This meltdown came mere hours after the release of his interview with longtime friend and collaborator Justin Laboy.

In the interview, Ye attributed his erratic behaviour to an autism diagnosis, admitted to doing "crazy shit” when being erratic. He also revealed he had stopped taking his medication in the name of creativity.

This latest descent raises a question that branding experts and cultural commentators have pondered for years: how far is too far when it comes to salvaging your brand? Can there be a level of public disgrace that is simply unrecoverable? And has Ye finally reached it?

He’s already been dropped by his talent agency, 33 & West, as of Wednesday morning. Shopify has removed his Yeezy site from their platform. It looks like things could very well be going south once and for all for the rapper.

Ye has a history of testing the limits.

Ye has always been a provocateur, and his past controversies—from interrupting Taylor Swift’s VMA speech to his inflammatory comments about slavery—have shown that his cultural footprint is difficult to erase.

His antisemitic tirades in 2022 lost him billion-dollar deals with Adidas and Balenciaga. But he still retained an audience willing to separate the art from the artist. His influence, while diminished, has never fully disappeared.

And there’s good reason for that. One could never deny the musical and creative genius of the man. As a fan, it hurts to see the mind behind My Beautiful Dark Twisted Fantasy reduced to these constant, horrific ramblings.

But this time feels different.

The sheer scope of this latest controversy—combining misogyny, racism, and unfiltered chaos—has left us wondering wtf went wrong.

The usual cycle of “he’ll bounce back” rhetoric feels muted. The industry, which once hesitated to cut ties, may finally see him as radioactive.

Many are calling for his permanent ban from X. Friends star David Schwimmer took to Instagram to share his disdain for Ye’s recent bout of problematic behaviour: “We can’t stop a deranged bigot from spewing hate-filled, ignorant bile… but we CAN stop giving him a megaphone, Mr Musk.”

So, where do we draw the line?

One of the most complicated layers in all of this is Ye’s claim that his autism diagnosis explains his erratic behaviour. Mental illness can absolutely lead to impulsive, even offensive, speech. But it does not create racism, misogyny, or admiration for Hitler. 

These aren’t random outbursts; they’re repeated patterns. And at what point does the “mental health” explanation stop being a reason and start feeling like an excuse?

By Ye’s own admission, he stopped taking his meds because he believes they stifle his creativity. This feeds into a dangerous myth that mental health treatment dulls artistic genius. In reality, untreated mental illness doesn’t make someone a brilliant creative force; it often leads to self-destruction.

Ye’s brand, once synonymous with innovation, now feels synonymous with unhinged instability.

There’s also the reality that Ye’s public implosions have become a key part of his marketing strategy.

His desperation to seem edgy and perverse in order to hype upcoming albums has become predictable, and ineffective. What once sparked conversation and controversy now reeks of tired spectacle. Instead of drumming up intrigue, these antics are exhausting even his most loyal fans. The shock value has worn off, leaving only fatigue in its wake.

Is this the end of Ye?

It’s tempting to call this the final nail in the coffin, but Ye has defied that prediction before. His next album, Bully, will be a crucial test of his ability to stay culturally relevant. Will fans show up for the music, even as the man behind it grows more toxic? Or has he finally alienated even his most devoted listeners?

Ye may be destined to haunt the margins, forever scrambling for relevance through problematic stunts. But at some point, even the most attention-seeking provocateur runs out of people willing to look. The question now is whether that moment has finally arrived.

-Sophie, Writer

TREND PLUG

Miss, You Forgot Something

There's something so satisfying about a good ol' before-and-after transformation. And today's trend is the perfect excuse to capture one of your own.

The trending audio goes, "Miss, you forgot something." Then there's these little POP POP POP noises, which creators are using to show the steps as they get ready for something. With each POP, another piece of the puzzle is added until the transformation is complete!

If you've seen this around your FYP, you might think it's only for the beauty girlies. I mean, most of the examples are showing how the creator puts together an outfit or does their hair and makeup.

But with a bit of creativity, you can put your own spin on this to make it fit your brand.

How you can jump on this trend:

First, think about what you want to showcase in your video. Film yourself listening to the line, "Miss, you forgot something." Then, look surprised like you can't believe you almost didn't do something.

Then, film your step-by-step process, showing the transformation from start to finish (you'll have to look at the examples to see how to film and edit this one). At the end, film yourself lipsyncing, "Thank you." Add the audio and you're good to go.

A few ideas to get you started:

• Show how you set up your desk with all your drinks/accessories/gadgets before you start work each day

• Show how you set up a room for an event, highlighting each step along the way

• Show how you put together a display of your fave products

- Charlotte, Editor ♡

FOR THE GROUP CHAT

😲WTF: Flight Attendant Fight?!
❤How wholesome: this is you btw
🎧Soooo tingly: gold ASMR
🍝What you should make for dinner tonight: One-pan broccoli cheddar orzo

TODAY ON THE YAP PODCAST

Fitness Marketing 101

Want even more “YAP”ing? Check out the full podcast here.

ASK THE EDITOR

Q - I've started creating content for my wellness coaching business but I'm not getting much interaction with it. What should I do? - Claudia

Hey Claudia!

First of all, I'd encourage you to spend some time on social media, paying attention to what stops your scroll. Analyse the hooks that grab you, then think about how you can use those as inspiration for your own content.

Second, think about how relatable your content is. I know you're targeting a specific audience. But if you want to grow your following, your content can't be too niche. So if you find your content isn't accessible to the average person, ask yourself how you can speak to a broader audience.

Lastly, you need to make more content. Posting more often will not only make you more visible on the platform. It will also give you more data, which will help you improve your content faster.

- Charlotte, Editor ♡

WHAT DO YA THINK?

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