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Things are about to get LOUD on the TL.

As we race toward election day, political strategists are taking over platforms like TikTok and YouTube, and the competition for attention is reaching its peak.

Throw the chaos of holiday season into the mix, and it’s even harder for brands to cut through the noise. But fear not, there are a few things you can implement into your strategy to help your brand stand out.

In today's newsletter:

• Need to break through a noisy holiday AND political season? (here are 3 ways you can)

• Bigger isn’t always better (why you should be utilising micro-influencers)

• Trend plug - I Dip, You Dip, We Dip

• Ask the Editor - Should my team be posting on LinkedIn?

- Charlotte, Editor ♡

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Is it just me, or has this election season been CRAZY?

So much so that experts are calling it a 'particularly unusual' election year.

I mean, American politics always kind of present as a bit of a rollercoaster, especially when you’re not from there. But this one deserves an Oscar for best drama series.

We’ve seen multiple mishaps. Falls. A debate that resembled the ramblings of two mad men. An assassination attempt. A drop out. A new candidate. And, oh wait, ANOTHER alleged assassination attempt.

Jesus, take the wheel.

We know good and well that with political noise comes an overcrowded space.

And that makes it difficult for marketers to break through. However, we’ve now reached an acceleration point as we quickly approach the peak.

According to Chad Crowe from AdAge, political strategists are now prioritising short form video platforms like YouTube and TikTok. This is creating traffic jams, high tolls, and spikes in both CPM and CPC rates across more media than previous cycles.

There’s heightened competition for attention as consumers become engrossed in political discourse. Throw holiday season into the mix, and we’ve got ourselves one hell of a challenge.

[Keep reading]

-Sophie, Writer

Why You Should Use Micro-Influencers in Your Marketing

It’s no secret that influencer marketing is a hyper-effective tool for brand awareness.

Investing in an influencer campaign is basically the digital version of word of mouth.

Unfortunately, we don’t all have the budget to engage top names like the D’Amelio sisters or Addison Rae.

Fortunately, we don’t have to.

Brands often think they need to work with highly coveted influencers. After all, they've got out-of-this-world followership.

But, chances are, partnering with huge influencers wouldn’t necessarily reach a targeted and relevant community.

There is such thing as the net being cast a little too wide, if you catch my drift. What’s really valuable is the ability to gain a new, highly engaged audience.

And to do this, you need to work with someone with high engagement rates. Someone who's relevant to your product or service and who can connect you with people who are actually interested in what you're offering.

Hello, micro-influencers.

[Keep reading]

-Sophie, Writer

Trend Plug - I Dip, You Dip, We Dip

Sometimes, all it takes is a couple of decades and a TikTok trend to turn a “flop” into a viral hit.

That’s exactly what happened with Da’ Dip by Freak Nasty. Originally released in 1996, the song didn’t even make the Top 100. But it's 2024, and TikTok creators have brought it back to life with a fun, dance-off trend.

TikTok creators have taken inspiration from the original music video creating their own version, with duos taking turns dancing in a light-hearted, competitive style.

The trend has become a fun way for people to show off their moves in a playful, low-pressure format, with creators of all kinds joining in, even those who might not usually dance on TikTok.

How jump on this trend:

Although this trend is all about dancing, don’t feel like you have to dance.

The sound can be used as a background for any content you want to create—the algorithm still picks it up! But if you’re ready to jump in, just time it right: start by placing your hand on your hip at the prompt, then dance like no one’s watching when the beat drops.

There’s no strict choreography, so have fun with it—getting the timing and energy right is all that matters! (I had no idea my job would entail me teaching choreo but here we are, I guess.)

A few ideas to get you started:

• Team up with a colleague to show off a fun side of your workplace culture.

• Use the sound to highlight a product launch, adding some playfulness to the reveal.

• Create a behind-the-scenes clip using the audio to showcase your brand’s personality.

-Abdel, Intern

Today on the YAP podcast…

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

Ask the Editor

Q - I see your team post a lot of content on LinkedIn and I'm wondering if I should get my team to do the same. Or is having a brand account on LinkedIn enough? -Becka

Hey Becka!

As a general rule, personal accounts get far more reach on LinkedIn compared to brand accounts. But there are other advantages to getting your team to create their own content beyond that.

When you're posting as a brand, people don't feel that connected to it because it's a faceless entity. And no matter how much brand storytelling you do, there will never been a true human connection with a brand.

But if you get your team posting, their audience can get to know them (and your brand in the process). And content written by different people on your team will resonate with different audiences. For example, someone writing from the perspective of a working mum will connect with a certain group. And a team member who writes about their journey just starting out in your industry will resonate with another audience.

This means your brand has wider reach as you tap into these different niches. All that to say, I would absolutely recommend getting your team to post on LinkedIn. There’s really no downside!

- Charlotte, Editor ♡

For the group chat

😲WTF: No because what do you do after that?!
❤How wholesome: Be happy
😊Soooo satisfying: Jars breaking, over and over again
🍝What you should make for dinner tonight: PARMA MELT

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