If your content’s not hitting, I think I know the problem…

It’s BOR-ING (sorry!)

BUT—this is something you can fix. The secret? You have to stop thinking about your content as “content” and start thinking about it as a “show” instead. This is what all your fave creators do already—and today we’ll show you how to do it for your brand, too.

In today's newsletter:

• 4 Steps to create your brand’s social show (because making your content all about what you’re selling is never gonna work)

• How Tony's is disrupting the broken chocolate industry (this brand is proof you can be ethical and profitable)

• Trend plug - Raise your ya ya ya

• Ask the Editor - I’m starting a new business. What kind of content should I create? 

- Charlotte, Editor ♡

You’ve probably seen them on your feed: recurring characters, simple storylines, and consistent formats that make you hit follow without even thinking about it.

You probably just don’t know what you’re looking at.

So, I’ll let you in on a little secret.

What you’re looking at isn’t simply 'content.'

It’s entertainment, carefully crafted like a TV show—but for social media.

And guess what? You’re the audience.

This trend started with influencers. They built loyal followings by delivering binge-worthy, episodic content. Now, savvy brands are taking a page from their playbook.

Why? Because the old-school approach of simply talking about your product suuuuucks.

In a world where we’re sold to on every corner of the internet AND irl, no one, and I mean literally NO ONE wants to follow a brand for constant sales pitches.

Years ago, people followed brands to associate themselves with a certain image.

You’re boujee, so you follow Gucci. You’re edgy, so you follow Balenciaga. You’re 'not like other girls,' so you follow Rick Owens.

In no way, shape, or form were you following them for their clinically dry and boring static content. It was merely for status.

Today, people do follow brands for the content itself. And when that content is in a TV show format, it’s downright irresistible.

So, how the heck do you create one?

[Keep reading to find out exactly how we make social shows for our clients (and ourselves)]

-Sophie, Writer

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How Tony's is Disrupting the Broken Chocolate Industry

Despite what Willy Wonka may have made you believe, the chocolate industry, it turns out, ain't so sweet.

Actually, the reality is closer to a dystopian nightmare than a Roald Dahl daydream.

For decades, Big Chocolate has profited off systemic exploitation, with forced labour and child slavery lurking beneath the foil of your favourite candy bars.

Not Tony’s, though.

Scrappy, socially conscious, and rebellious, the brand has turned the industry on its head.

Born out of outrage and built on unapologetic honesty, Tony’s is proof that you can sell a sweet treat without sugar-coating the truth. It’s chocolate with a mission and a satisfying middle finger to the status quo.

When it comes to supply chains for commodity products, the environments created to support these industries are often rife with social and environmental abuse.

Over 1.5 million children are trapped in hazardous labour on cocoa farms in West Africa.

So how does an ethical brand even begin to wade into these murky waters?

[Keep reading to find out what Tony’s is doing to create real change in this industry]

-Sophie, Writer

Trend Plug - Raise Your Ya Ya Ya

Ok, what the hell is a ya ya ya – and why is TikTok telling me to raise it?

Today's trend began with a TikTok video of Broadway actor and vocal coach Jodie Langel teaching a student how to get rid of voice cracks.

The girl is singing a line from “I’d Rather Be Me” from Mean Girls The Musical, but Langel has her temporarily swap the lyrics “raise your right finger” with “raise your ya ya ya” as a technique to open the throat and warm the voice.

The video pulled over 210 million views – and now thousands of TikTokers are remixing it to raise their own ya ya ya.

How you can jump on this trend:

Simply, find a friend you’re not easily embarrassed around. Then, take turns singing the same vocal sequence as the audio: “raise YOUR YA YA YAAA.”

The outcome is hilarious, as it’s highly likely your voice will crack and your friend will crack up. Remember to get them to pull your mouth open on the first YA for maximum effect.

Alternatively, use the remixed audio, over some flashy/ glitchy edits of anything of your choice (like this video here).

A few ideas to get you started:

• Making my manager raise her ya ya ya even though she can’t sing

• Celebrity impressions raising their ya ya ya

• Me and my work bestie 24/7

-Sophie, Writer

Ask the Editor

Q - I'm starting a new business. What should I be focusing on in my social content? - Seth

Hey Seth,

I know you're probably wanting to find clients ASAP, so it's tempting to create content with a strong CTA. But, if you're just building your audience, you need to give people a reason to follow you.

Depending on your audience, you need to decide what kind of content to create. Of course, this will depend on the platform(s) you are trying to grow on. You will likely want to focus on educational or entertaining content that's shareable. The purpose is to get attention, build your audience, and get your brand out there.

Once you've got a solid audience, you can begin asking them to do stuff like sign up for your email list or attend a webinar. But if you try to do this too soon, people will very quickly tune you out!

- Charlotte, Editor ♡

For the group chat

😂Yap’s funniest home videos: famous last words
✨Daily inspo: I love how this kids explain STOICISM 😭
😊Soooo satisfying: MAKEUP REPAIR
🍝What you should make for dinner tonight: 10 minute one-pot orzo

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