Does anyone actually find love on dating apps?

Hinge insists they do. And they’ve created a new campaign, ‘No Ordinary Love,’ to prove it.

The app has enlisted modern literary figures to tell the perfectly imperfect love stories of 6 couples who’ve met on Hinge. And the fact that they’re showing us couples that seem, well, like us, is what makes the campaign so incredibly genius.

In today's newsletter:

• Hinge shares real (& messy) love stories in new campaign (and why now’s the perfect time for this ‘No Ordinary Love’ series)

• 3 DTC brands taking over the consumer goods industry (find out what we as marketers can learn from what Kosas, Catalina Crunch, & Everdrop are doing right now)

• Trend plug - You don't know what you did, did to me 

• Ask the Editor - How do I grow my financial coaching TikTok account faster?

- Charlotte, Editor ♡

Hinge Shares Real (& messy) Love Stories in New Campaign

Do dating apps really help anybody find true love?

Being in a relationship for the majority of my adult life, I (obviously) never had any of 'The Apps.' I couldn’t have even told you what the inside of one looks like.

12 months after an extremely sh*tty breakup, my curiosity was piqued. So I recently decided it was time I had a little squizz at what was going on in there.

When I tell you I was horrified (remind me, when did SOMF became a pick-up line!?)

So, when I saw Hinge’s new ad 'No Ordinary Love' revolving around an anthology of real love stories inspired by six couples who met on Hinge, I audibly scoffed. As if.

But, because I’m better than that, I pulled myself out of being unnecessarily salty.

Because apparently, the dating app that’s 'Designed to be deleted' actually works.

And this is the basis of the entire campaign. 'No Ordinary Love' follows several Hingies to the afterlife (post dating app life) to showcase the platform's success in helping them find love.

This campaign features stories written by contemporary literary figures - Roxane Gay, John Paul Brammer, R. O. Kwon, Isle McElroy, Oisín McKenna and Brontez Purnell. The anthology even sits within a dedicated website.

[Keep reading]

-Sophie, Writer

If you plan content in sheets or task managers, this is for you.

The one place for you to effortlessly create, plan, review, and approve all your clients’ content. Social media, blogs, newsletters, press releases, briefs – you name it! All of it, finally together.

And the best part: reviewing and approving has never been this easy. No more wasting time searching for feedback in emails, spreadsheets, or chat messages. With analytics, you can also see the content’s performance in Planable and create beautiful reports for your clients.. Everything’s in the same place, the way it actually makes sense.

Try Planable for free and see it in action.

What do the food, beverages, toiletries, and cleaning supplies in your household all have in common?

They’re part of a multi-trillion dollar industry that is often taken for granted.

With a projected CAGR of 5.1% over the next 5 years, the consumer-packaged goods, or CPG sector, was once a space dominated by billion-dollar companies (like Procter & Gamble, Coca-Cola & L'Oréal.) But in recent years, smaller DTC brands have been gaining momentum in the space.

I know all of you marketers who don't operate in the CPG industry are like, 'This sounds boring!!! What does this have to do with us?!'

And I get it because, same.

But, hear me out.

The dynamics of the CPG market, such as product demands and consumer behaviour trends, influence our marketing strategies.

And when we understand what customers want and what's happening in the market, we can make sure we're focusing on the right things in our campaigns.

So, what are some emerging brands in the industry, and what are they getting right in this changing market?

[Keep reading]

-Sophie, Writer

Trend Plug - You Don’t Know What You Did, Did to Me

This TikToker, who goes by the handle youngfreakclipz, is taking over everybody's For You Pages with his covers of famous songs.

He sings 'Birds of a Feather' by Billie Eilish, 'Agora Hills' by Doja Cat, and many more. But the one going absolutely viral at the moment is his cover of Chris Brown's 'Under the Influence.’ 

TikTokers have turned his cover into a CapCut green screen template. And they're using the part where he sings, 'You don't know what you did, did to me' to show how happy they feel when someone does something amazing for them. For example, 'When your bf says yes to Chinese takeaway’ or 'When someone buys you a Red Bull.’  

How to jump on this trend:

Just use the CapCut template, use the sound, and think of something someone might do to make you happy.

A few ideas to get you started:

• When the intern makes you a coffee without asking

• When a client lets me do my thing

• When my work bestie agrees with all my delusions

-Carter, Intern

Tune in to the YAP Podcast

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Watch the full podcast here and subscribe to our YouTube Channel so you never miss an episode.

Ask the Editor

Q - I've recently started creating content for my new financial coaching business but I'm not getting a lot of traction yet. What am I doing wrong? - Kevan

Hey Kevan!

First of all, how much thought are you putting into your hooks? As I'm sure you know, if your hook's not engaging, the rest of your video doesn't matter because no one's going to be watching it! If I were you, I'd spend some time on TikTok, paying attention to what stops your scroll. Analyse the hooks of those videos and figure out how you can apply what you notice to your own.

Second, think about how widely relatable your content is. I know you're going to be 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, put some thought into how you can speak to a broader audience.

Lastly (and you might hate me for saying this), you should put out more content. This will make you more visible on the platform. We've noticed the platforms reward consistency! Posting more often will also give you more data, which will help you improve your content faster.

- Charlotte, Editor ♡

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