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- Your ATTN Please || Friday, 23 May
Your ATTN Please || Friday, 23 May
Hey, remember when we asked what platform you’d like to grow on?
Well, the results are in. Of everyone who voted, 63% wanted help with Instagram. So, we’ve put together *drumroll please* …How to *actually* win on Instagram in 2025. On Friday 13 June, we’re diving into exactly how we’ve built an audience of over 611,000 on IG (and we’re not gatekeeping anything!). Grab your ticket right here.
- Charlotte Ellis, Editor ♡
WHAT’S HAPPENING IN MARKETING TODAY?
IG shares algo secrets, Pinterest tells businesses how to win & TikTok intros SoundCloud integration
Instagram shares advice on switching content focus in the app.
Sick of your own insta approach and thinking about changing it up? Think again. According to IG chief Adam Mosseri, you should proceed with extreme caution (if you want to maintain your engagement and reach, that is). Once the app has established notes on your profile in regards to what you post about, who’s likely to be interested, etc, etc. you’re basically throwing that all away by starting again. Bad news for creators who like to evolve their content strategy.
Starting a whole new account isn’t an option for everyone. It takes time and a lot of effort. But there are things you can do instead to create a smoother transition to your new content style. Mosseri says if you’re thinking about make a shift to a different content approach, consider these things:
Post a video about the fact that you’re changing the direction of the account to alert followers
Archive all old content so it's not confusing
Use trial reels before you decide to pivot to see if there’s an audience for the kind of content you want to create
All of this allows you to maintain your follower base while allowing IG to understand who is interested in you, which will help you grow over time.
Pinterest outlines how to optimise your marketing approach.
I’ve said it before and I’ll say it again: you need to add Pinterest to your social media marketing approach. The app is now up to 570 million users, who mostly come to the platform with a level of shopping intent. It’s kind of giving online mall as opposed to social media platform – but with cute pictures. Oh and ever-improving search tools.
Used right, Pinterest can connect you with an audience of buy-ready shoppers looking specifically for your product. Heavy on the “when used right.” Enter Pinterest's new guide of business, which explains how to use both organic and paid options to their best effect. You’re so welcome x
TikTok expands music options with SoundCloud integration.
SoundCloud will now be integrated into TikTok's “add to Music” feature, which means users will have more opportunities to discover emerging artists. With “Add to Music,” TikTok users can easily save songs they find in the app to their preferred music streaming service. And now, SoundCloud will be included in that mix.
This will not only enable more music connection options, but will help non-label artists to expand their listenership. Don’t say anything about TikTok artists.Don’t say anything about TikTok artists.Don’t say anything about TikTok artists.
-Sophie Randell, Writer
DEEP DIVE
Organic's not dead. Your strategy is.
(A not-so-gloomy follow-up to my little funeral for unpaid content.)
Okay, so maybe I got a little dramatic yesterday.
I threw a funeral for organic reach and called your content strategy a “cheap b*tch.” In hindsight... was that the hill I needed to die on? Probably not. But if you’re a small business owner or marketer who read it and thought, yep, that’s how it feels right now, I stand by that feeling. It can be totally disheartening to put your all into content to receive nothing back.
The frustration is real. The internet does feel noisier. Your posts do feel like they’re disappearing into the abyss. And that’s not in your head. But here’s the thing: organic content isn’t dead. It’s just evolved. And most of us? We’re still using a strategy built for a different era.
So many marketers are still making organic content with the same mindset they use for paid—broad, product-first, and optimised for “scale.”
But the thing about organic is that it isn’t meant to scale the same way. It’s meant to connect. And connection doesn’t come from shouting about how great your product is. It comes from making people feel something.
This is where strategy comes in. Not “post three times a week and hope for the best” strategy. But real, intentional planning around what feeling you want your audience to affiliate with your brand. Why? Because affiliation is the gateway to affinity. And affinity is what makes people care. Not just about what you do, but why you do it.
Good content doesn’t always talk about the product. Great content makes people feel something about the brand.
When Jony Lee (our organic guru) works with clients, she helps them figure out the emotional space their brand wants to own. Not “what do you sell?” but “how do you want people to feel when they engage with you?” Are you calm and grounding? Fiery and empowering? Nostalgic and weirdly funny?
That emotional north star becomes your content engine. When you start from that place - the insight - your content doesn’t need to chase trends or fight the algorithm for attention. It naturally hits harder. It resonates. Because it was built with a real human in mind.
And the best part is when you lead with this kind of intention, you’ll never run out of good content. Because you’re not just reacting to what the algorithm wants. You’re creating from a place of purpose.
So, if you're feeling burnt out on content, here's your fix:
Start with the feeling. What do you want people to affiliate with your brand? Name it. Get specific. Warmth? Power? Relief? Rebellion? Your tone, visuals, stories, everything should align to that to feeling.
Find the insight. The best organic content stems from a human truth. Something your audience feels before they even know they need your product. Nail this, and your content will always hit.
Rewire your goals. Don’t just post for reach. Post for connection. If 200 people see your content and 20 feel it deeply? That’s better than 20,000 views and no one remembering it tomorrow. But your chances of 20,000 views will also increase dramatically this way.
Be consistent, not constant. You don’t need to post every day. You just need to show up with something meaningful every time you do.
Stop feeding the algorithm. Start feeding your audience. Don’t fall into the trap of making content for the platform. Make it for people. The algorithm is always changing, but humans are still wired to respond to emotion, storytelling, and value.
So no, organic content isn’t dead. But the lazy, product-pushing, pray-for-virality version of it? That’s definitely six feet under.
What’s alive and well? Content that’s emotionally intelligent. Strategically sound. Built with intention, not just for attention. Your audience hasn’t disappeared. They’ve just become more selective about what they stop for.
And if you can meet them with the right feeling at the right moment, you’ll still win.
-Sophie Randell, Writer
TREND PLUG
“I'm that b*tch”
On a scale of 1-10, how much of a baddie are you today?
If your answer's less than 10, you're severely doubting yourself - because you're ALWAYS a bad b*tch. Take it from JT (the rapper, not Justin Timberlake), whose 2025 song "Ran Out" features a mantra we should all be living by:
Though the sound suits moments when you're undoubtedly "that b*tch" (i.e. the most iconic in some way), it's especially effective when used ironically, or with way more confidence than the situation warrants. Because whether you're locking in to clean up your life or discovering you're $12 richer than you thought, the tiniest moments can bring about peak elation. And you always deserve to feel like the hottest thing out there.
How you can jump on this trend:
Grab this sound, film the situation where you're in bad b*tch mode (or a POV reaction to said situation), and add some context with OST.
A few ideas to get you started
Coming into work early and claiming the best mug in the office
How I feel when I only burnt out once this week instead of three times
When I hold back my kindness and don't tell a rude client to have a good weekend
- Devin Pike, Copywriter
FOR THE GROUP CHAT
😲WTF: Tourists NOT welcome in Spain?!
❤How wholesome: be kind.
😊Soooo satisfying: If you’re happy and you know it…
🍝What you should make for dinner tonight: Juicy paprika lemon chicken!
TODAY ON THE YAP PODCAST
Want even more “YAP”ing? Check out the full podcast here.
ASK THE EDITOR
How do I compete with other businesses that offer the same service? Seems like a race to the bottom. -Ngaire
Hey Ngaire!
The only way to differentiate yourself in the market is to focus on building your brand. Especially if you're in a crowded industry, it's going to be hard to convince people your product's the best out there (unless you have definitive proof that you're a standout in a particular aspect, that is). Instead, figure out what the core message, or single-minded proposition, of your brand is (if you don't already know).
Maybe it's something like you exist to challenge the status quo or fight complacency. Your marketing and content should centre around this, not just talking about how great your product is. If you do this right, your audience will be willing to pay more to buy from you because they believe in your brand.
- Charlotte Ellis, Editor ♡
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