For the most part, the new iPhone 16 Pro seems pretty underwhelming.

Many new features won’t actually be available until Apple releases software updates in the months to come (womp womp).

BUT the new iPhone does feature a few incredibly powerful creative tools. And Apple showcases these in its newest ‘Shot on iPhone’ campaign, featuring none other than The Weeknd himself. We’re not gonna lie, the music video they created together is pretty impressive.

In today's newsletter:

• The Weeknd's new music video is 'Shot on iPhone' and, wow, it's epic (check out how they showed off their new features in a video that’s so The Weeknd)

• How to market to kids (and their parents) without being icky (try out this strategy to create some seriously positive brand association!)

• Trend plug - Show off your creative evolution

• Ask the Editor - Is it ok for my accounting firm to just make trend content? 

- Charlotte, Editor ♡

If there’s one artist with a distinctive music video style, it’s The Weeknd.

I still remember the first music video I ever saw of his.

I was 16 years old, and heavily in my Tumblr phase, when I saw the music video to 'Wicked Games'.

This was pre–Super Stardom The Weeknd (I know, I’m so alty). So stumbling upon this video, I felt as though I had struck gold.

The black and white shadowy shots brought a new definition to gloomy and grainy. The clip, minimal, allowing the song to be the centrepiece.

As The Weeknd's fame and music evolved, so did the production of his videos. But they always remained very dark, a little unsettling, and 100% him.

Never did I think I would see the day one of his videos was shot on an iPhone.

And maybe, if I did, I'd assume the result would be a disappointing sell-out piece that doesn’t resemble the artist’s style whatsoever.

Well, I was wrong in both instances.

Apple’s 'Shot on iPhone' campaigns are always impressive, don’t get me wrong.

But this one blows the others out of the water.

[Keep reading]

-Sophie, Writer

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How to Market to Kids (and their parents) Without Being Icky

Babies don’t have jobs, obviously.

That means babies have no money. So how do you sell things to babies?

Through their parents.

Marketing to children has always been tricky business. Because for the most part, manipulating those who do not possess critical judgement and are susceptible to the persuasive appeal of commercials is not exactly ethical.

The digital world we live in has radically changed the marketing sphere in the last decade. The places we consume most advertising have shifted from OOH and TV to online.

And social media allows marketers to reach children in a way they've never been able to do before.

However, just because you can, that doesn’t mean you should.

Blasting ads specifically targeted at children through social media is:

1. Ethically questionable (asf), and

2. Not compliant with the Children’s Online Privacy Protection Act.

So, how do we capture this cohort without being unethical?

This is an important question, particularly as Gen Alpha, or those aged 0-9, are becoming part of the marketing conversation.

The simple answer is you reach them through their parents. But, according to Ad Age, this group is among the most difficult to reach when it comes to marketing efforts.

[Keep reading]

-Sophie, Writer

Trend Plug - Show Off Your Creative Evolution

During the dark times of 2020 lockdowns, actors Michael Sheen and David Tennant joined forces to produce a hit comedy series, Staged.

In one episode, the actors agree to show each other their most recent pieces of art.

Tennant shares a very mediocre pencil drawing of a pineapple, while Sheen reveals a far more advanced, moody landscape painting.

So TikTokers have taken this fan-favourite Tennant and Sheen moment to showcase their creative evolutions. It is a very entertaining way to use the sound and is the perfect trend for sharing your personal growth in your own craft. Because who doesn't love a bit of self love? (Check out a couple examples of this trend--this piece of art and this growth in poetry.)

How to jump on this trend:

You'll need to film yourself lip-syncing to the trending sound in TikTok twice (horizontally). Film once to Tennant's lines and a second time to Sheen's. Then, edit the clips in CapCut using the overlay function to make them appear with one above another.

 A few ideas to get you started

• Show your growth in your copywriting

• Show your growth in drawing/painting (just like most people using the sound)

• Anything goes, so show your growth in whatever area you like

-Carter, Intern

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Today on the YAP podcast…

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

Ask the Editor

Q - Is it ok for my accounting firm to just make trend content? I feel like anything else will be boring and no one will want to watch it. - Daniel

Hey Daniel,

I love that you're doing trend content, and it can definitely be a good way to gain viewership. But, as a brand account, only doing trends isn't the best strategy. Most people don't want to follow accounts that only do trends. So you should also have at least 1 content series in addition to your trend content.

Think of a content series as a story. It's something that will make people want to follow along. It will make them connect with you, not only as a brand, but as the people behind the brand.

This could be content about your team, or it could tell the highs and lows of building your firm. It could be your team answering FAQs you get from clients. The key is it should give your audience a reason to follow you rather than just watch your content for a few laughs then forget about your account.

- Charlotte, Editor ♡

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