New technology has always been controversial.

The invention of mechanical looms in the 1700s brought about outrage.

There was hysteria around the dangers of radios in the 1900s. And there are growing concerns around AI, weight loss drugs, and the use of cannabis today. (This pattern is called the Sisyphean Cycle of Technology Panics, btw.)

Public opinion follows a predictable pattern each time we see a new industry emerge. But, for brands in these spaces, there are plenty of ways to begin turning the tide.

In today's newsletter:

• In a controversial industry? Here’s how to win over the public. (check out these practical strategies because, let’s be honest, it can get messy out there!)

• The real winners at the VMAs? The ads. (find out how these brands embedded themselves into the event)

• Trend plug - Alright, let’s do it

• Ask the Editor - What do I post about when I can’t think of anything?

- Charlotte, Editor ♡

OnlyFans. Ozempic. The cannabis industry. End-of-life care. OpenAI.

What do these all have in common?

They’re ‘taboo’ topics.

And what tends to happen with such topics? The public discourse around them takes on a predictable pattern. It begins with concern around how safe the thing is. Next comes skepticism about its effectiveness. And then, of course, morality.

This is what Jasmine Bine of AdWeek calls 'Moral Static,' and it's one of the most interesting brand frontiers I’ve seen analysed.

Let's look at Ozempic, for example.

When it first started becoming popular, the public discourse around semaglutide followed the aforementioned pattern. And it ended in the exacerbation of the question of its morality. Was it immoral for obese people to 'cheat' using Ozempic to shed extra weight?

And it is always the same whenever new technologies, inventions, or ideas force us to face our deeply held (and sometimes false) biases.

When those biases come to the surface in the face of these new technologies and ideas, we resort to an argument of morality.

Think about the Sisyphean cycle of technology panics. This phenomenon describes the widespread concerns about new technologies—whether they be novels, radios, or smartphones—that we see throughout history.

[Keep reading]

-Sophie, Writer

The real winners at the VMAs? The Ads.

And the VMA goes to …

MTV's Video Music Awards are one of the most highly anticipated events of the year. This year's show had an estimated 4.08 million viewers, and advertisers seized the opportunity to place their brands alongside the biggest names in entertainment.

Over 8 minutes of ad campaigns were run through the VMAs, which is the most time the awards have dedicated to ads, ever.

From shoppable ads to celebrity-studded campaigns, these commercials didn't just sell products; they became a part of the night's entertainment.

But if you didn't catch the VMAs, don't worry. I'm here to break all the best ads down for you.

…And the winners for best advertising at VMAs are…

Most Interactive Ad: Shopsense AI Campaign

Everyone loves the post-VMA outfit debrief. We all want to know which celebrities had the best and worst outfits, and where can we find them. This year, a tech company called Shopsense AI decided to hop on this trend. The brand partnered with Paramount to make the VMAs an interactive experience.

While watching, viewers could take a photo of an outfit they saw on their screen and upload it to Shopsense AI. Then, the platform used AI to find out where they could buy that outfit.

[Keep reading]

-Kaavya, Intern

Trend Plug - Alright, Let’s Do It

18 years since its release, Monster House, one of THE GREATEST KIDS MOVIES TO EVER EXIST, is still going strong.

And now, it's trending on TikTok.

The specific clip that's trending is from when Chowder dislikes the kids' plan of attack. He says he wants to do something different because he 'doesn't want to die.' But he quickly changes his opinion when Jenny says, 'I say it's worth a shot.'

Now, TikTokers have taken this clip and are using the audio to explain how their minds, too, have been quickly changed due to different circumstances. A couple examples are, 'Me immediately agreeing with anything my favourite girl says' or 'I don't want to go out tonight - FOMO.'

How to jump on this trend:

Simply, think of a situation where you'd initially say no, then change your mind. Use this as your onscreen text. Then, film yourself lip-syncing to Chowder's lines, and when you hear Jenny's lines, act surprised.  

A few ideas to get you started:

• How quickly I say yes to something when my work bestie is doing it

• Me when the client says the idea I was absolutely flaming is a good idea

• I don't wanna post on TikTok I'm shy - A fire trend [if you’re doing this format, the first bit is the situation, the second bit is what changes your mind]

-Carter, Intern

Ask the Editor

Q - I want to post more consistently about my business but sometimes I blank out. What do I talk about if I can't think of anything? - Tyler 

Hey Tyler!

If you're trying to reinvent the wheel every time you make a piece of content, of course you're going to run out of ideas pretty quickly. That's why having a strategy to fall back on is so important.

While you're working on putting your strategy together, here are a few quick tips to help you come up with content ideas:

• Ask your audience what they want to know. If you've got a bit of a following already, just ask them what they want to know about your industry.

• Scour the internet. If you don't have enough followers to do this, you can use a tool like Answer the Public to find out what people are searching relating to your industry. You can also spend some time on Reddit looking for topics you can speak about.

• Nail down your content pillars. This sounds basic, but you'd be surprised by how many people don't have them. Once you've got a handful of topics you always talk about, you'll have a much easier time creating content. Keep talking about your core topics so your audience begins to see you as an expert on them.

- Charlotte, Editor ♡

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