Your ATTN Please || Friday, 21 February

February 21, 2025

If you could get another 3.7 million views on a Reel, would you want to know how?

Instagram has unceremoniously dropped a new feature that pushes your content to a 99% new audience. It’s perfect for experimenting with different hooks, growing your followership, and testing new content styles. We’ve seen some of our Reels get millions more views doing this. And today, we’ll show you exactly how to try it for yourself.

- Charlotte, Editor ♡

WHAT’S HAPPENING IN MARKETING TODAY?

New Orange Cream Coke, 5 Disruptive Food Trends & White Lotus Season 3 Sees 57% Jump in Viewership

I scream; you scream, we all scream for orange cream.

That’s what Coca-Cola would tell you, after developing a new Orange Cream variety following consumer demand. The new flavour contains the taste of its iconic cola, infused with both orange and vanilla. And y’all, I’m so mad I live in NZ right now – because of COURSE it’s not here for me to try. (So, if any of my beautiful sexy angel beloved American readers want to send me a little care package, I also love Doritos Cool Ranch, Cinnamon Toast Crunch & Chips Ahoy.)

As consumer tastes shift, Coca-Cola has clearly been trying to grow and maintain interest in its beverage platform. They've consistently innovated their soda portfolio through new flavours, although some have been uh… questionable (looking at you Spice and Oreo.)

However, this one, according to Coca-Cola, caters to consumers who crave that nostalgic feeling. After all, the orange cream flavour has been around since 1905 (and I love a flavour reminiscent of a time where I would have been trialed as a witch). Anyway, despite not being 118 years old, my knees sure feel it. Maybe some Orange Cream is in order after all.

A report by Tastewise tells us the 5 disruptive food trends for 2025.

As a self-professed foodie and passionate cook, this is exciting news. As a brand, this could help you stay ahead of the curve when it comes to content. To discover consumer trends, Tastewise used generative AI to mine data from 7.14m consumers, 45m social media posts, 6.3m recipes, and 168m dishes across 1.1m restaurants. So, you know what they have to say is right on the money.

Their predictions are:

  • Versatile ingredients. Things like black lime and Hawaij (a Yemeni spice mix that can include ginger, cardamom, turmeric, black pepper, cloves, fenugreek, cinnamon and nutmeg) are set to take centre stage.

  • Sustainability. Or, brands that lean into things like sustainable water management, regenerative agriculture, and shrink their carbon footprints.

  • Hyper-personalised nutrition. Consumers are more obsessed than ever with “functional, wellness-driven choices” that not only aid in weight loss, but help with regulating hormone levels and optimising overall health.

  • Going global. Along with Middle Eastern flavours, Filipino cuisine and Asian street foods are (finally) pushing burgers and fries to the side.

  • Hydration. Interest in functional hydration beverages and foods has grown by 12.8% in the last year. Food companies are looking to new ingredients like Celtic salt and pomegranate juice to meet consumer demand.

Check out the full report here.


The White Lotus Season 3 premier saw an insane 2.4 MILLION viewers on Sunday.

The number represents those who watched on HBO and digital platforms, including Max. This is a 57% increase in viewership compared to the Season 2 premier, which sat at 1.5 million viewers. MAYBE BECAUSE THEY LEFT US ON A GIANT FREAKING CLIFFHANGER.

Anyway I haven’t started so don’t worry, no spoilers, but holy sh*t I’m so excited I could wee.

And as per usual, that’s all folks.

DEEP DIVE

The New IG Feature You'd Be Crazy Not to Use

Instagram has quietly dropped a new feature called “trials.” 

And if you’re a brand or creator trying to expand your reach, you need to jump on this immediately. Why? Because it’s basically a cheat code for the algorithm. I spoke to our very own Jony Lee to weigh in on the feature. Her advice, as per usual, was a goldmine.

So, first things first, what are trials?

Basically, trials give you the ability to post content on the 'gram that will be shown to a 99% new audience. “Normally, when you post on Instagram, your content is mostly shown to your existing followers,” Jony explains. “Then, the algorithm decides how much love it gets beyond that.”

Trials changes the game by pushing your content to a whole new side of Instagram. A side where your content might not usually reach (because there's almost zero overlap with your current followers.)

Jony says, “This then allows you to see how it performs in a truly fresh environment—without messing with your existing engagement rates.” Essentially, it’s a rare chance to test your content without the algorithm playing favourites.

The question is, does it work?

In short: Oh, absolutely. One example Jony gave me was A trial Reel of hers that racked up 2.8 million views—on top of the 6.1 million from the original post. One of our TAS Reels got another 3.7 million views after posting it to trials. Insane, right?

For brands and creators, this is massive. You get real insights into what content actually resonates outside your bubble. No more wondering if your post flopped because of bad timing, a silent shadowban, or just the usual algorithmic nonsense.

Who will benefit from trials the most?

Honestly, everyone should be using it. But it’s even more ideal for:

  • Content creators testing new ideas – Want to experiment with a different style, topic, or format? Now you can, without worrying about tanking your engagement with your usual audience.

  • Brands with proven content – Got a post that crushed it before? Reposting it through trials could help it find an entirely new audience, extending its lifespan and reach.

  • People scared to post – If you’re just starting out or hesitant to post because of who might see it (friends, coworkers, judgmental exes), trials lets you share content in front of total strangers first—zero pressure.

Or, as Jony points out, “Trials is a good way to test multiple hooks/structures etc. to see if they will work.”

One of the best parts of this feature is how easy it is to use. It’s a simple toggle when posting (as you usually would) that gives you the option to select trial, or not. That’s all. No extensive knowledge or setup required.

Too good to be true?

Instagram has a habit of testing features and then either pulling them or folding them into the algorithm. Jony’s theory is that trials could very well follow suit. So, if you want to boost your reach for free, experiment with new content without risking your main feed or annoying your core audience, or potentially go viral overnight – now is the time to start using trials.

Because if history has taught us anything, it’s that social media platforms never let us keep the good stuff for long.

-Sophie, Writer

TREND PLUG

There's No Such Thing As...

Today's trending sound comes from The Amazing World of Gumball on Cartoon Network.

The audio goes, "There's no such thing as evil people. Just ordinary people who do bad things because they're unhappy."

"Jump"

"What?"

"Jump"

"What?"

Creators are using this trend to point out the exceptions to so-called rules. First, they'll use OST that many people would agree with, or that sounds good on the surface. Then, during the second part of the audio, where it goes "What?” “What?" they give examples of times that statement is totally untrue!

For example,

How you can jump on this trend:

Think of a widely-held belief that relates to your niche. This is your OST for the first part of the audio. Then, think of two glaring exceptions to this "rule." Make these pop up when the audio goes "Jump."

Lipsync yourself saying the lines, making sure to look shocked or disgusted when you say the "What?" parts.

A few ideas to get you started:

  • There's no such thing as bad feedback ("Just zhuzh it up") What? ("Let's try something else") What?

  • There are no wrong ideas when you're brainstorming ("What if we do a podcast?") What? ("Let's make an NFT of our CEO") What?

  • There's no such thing as too much team bonding. ("Mandatory after-work drinks") What? ("Company retreat with no itinerary—just vibes") What?

- Charlotte, Editor ♡

FOR THE GROUP CHAT

😲WTF: somebody flew a drone into Drake’s house?
✨Daily inspo: 2025’s best advice
😊Soooo satisfying: the perfect loop doesn’t exi-
🍝What you should make for dinner tonight: Chicken parma melt

TODAY ON THE YAP PODCAST

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

ASK THE EDITOR

Should I try to create different personas for my small business for each platform? -Karina

Hey Karina!

You can absolutely experiment with different content styles and tones across platforms if you have the capacity to do so. For example, you might focus your LinkedIn content on your career journey. Then, your Instagram could be behind-the-scenes of your day-to-day or feature your team/office dynamics.

However, I wouldn't think of these as different personas. Instead, I'd think of them as different facets of the same brand. Just like you'd show up differently at a networking event versus an office party, you can show up differently on each platform. However, you're still the same person, just in multiple contexts.

- Charlotte, Editor ♡

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