Your ATTN Please || Monday, 28 April

If your content isn’t hitting, it’s not the algo.

It’s you (sorry). Yes, the internet’s a crowded place. Blah blah blah. That’s not going to change, so there’s no point blaming that. Because there are plenty of things you can do to make your content land (that are actually in your control). Get ready, because today, we’re getting tactical.

- Charlotte, Editor ♡

WHAT’S HAPPENING IN MARKETING TODAY?

4chan is gone, Artists are concerned about AI dolls & a24 announces Anthony Bourdain biopic

4chan hacked, obliterated and unlikely to be back soon.

Omg guys. The earth is healing ♡. The infamous anonymous message board is known for being the origin site for about every meme you’ve ever freaking seen. It also led to groundbreaking strides in mathematics (???), and of course, the radicalisation of millions of young men into the alt-right. Whilst being a pillar of the internet since its founding in 2003, we’re saying good riddance.

So, who is responsible for the collapse? A rival message board by the name of Soyjak Party, which hacked into 4chan two days ago. It leaked the personal details of the site's admin team as well as every user that had ever registered their email, .gov and .edu domains among them. With every single user of note doxxed, the site's servers decimated, and the admin team in disarray, it's unlikely 4chan will be back up soon. Or ever, as per TechCrunch. See ya!

Artists push back against AI dolls with their own creations.

Y'all, I am so tired of seeing this trend. Every time I log into LinkedIn or Instagram, I see someone with little to no personality try to convince us they have one. How? By uploading an AI generated “starter pack” image of them as a doll, surrounded by their really cool and interesting favourite items. 9 times out of 10, it’s some generic self-help book, their dog, and a pair of speed runners serving as a poignant reminder that we live in a literal hellscape, and I will indeed be single for the rest of my life.

NOT ONLY are they annoying, but they’re also risking the livelihood of artists who have long adopted this aesthetic. For example, Nick Lavallee has made custom action figures for six years. He has made figures of - and for - comedians, film directors, and artists such as Weezer and Tyler Childers, which sell for as much as $250 (£188) on his Wicked Joyful website. Despite his success, Nick fears the AI trend will lead to fatigue and therefore the rejection of his craft. And he's not alone in his concerns. The #StarterPackNoAI hashtag has been used thousands of times since first appearing on Instagram and X.

a24 is making an Anthony Bourdain biopic???

Has somebody been digging around in my dreams??? No for real, because these are two things that I’ve basically made part of my personality at this point. The film, entitled "Tony," will centre on Bourdain's life as a young, burgeoning chef in the 1970s while working and living in Provincetown, Massachusetts, in the years before he actually attended culinary school. Dominic Sessa will star as the icon.

Nobody could possibly capture Bourdain’s life like Bourdain himself, who chronicled it through multiple works, including 6 memoirs and multiple TV series. But still, I’m beyond excited to see what a24 will do with the beloved chef we all miss dearly. Prepare to be emotionally demolished.

Anyway, that’s all folks!

-Sophie, Writer

DEEP DIVE

Why your content isn’t cutting through the noise (& how to fix it)

The internet is loud.

Every second, thousands of brands, influencers, foodies, fashion girlies and meme accounts are fighting for attention. So if you feel like your content is vanishing into the abyss, I don’t blame you. The problem isn’t only the oversaturation of almost every digital space on the planet. It’s that most content is forgettable.

Don't want your content to fit into that category? Here are the 7 things to fix, stat.

1. Your hook is sh*t (I’m sorry)

You have about 1.5 seconds to convince someone to stop and pay attention. If your content starts slow, you’ve already lost.

How to fix it:

• Lead with a bold, unexpected statement or question

• Use curiosity gaps—tease a result, insight, or shocking truth

• Make it visually striking. Thumbnails, GIFs, and dynamic visuals make a difference.

2. You’re not offering original thought leadership

I knoooow. I hate this term. But recycling the same talking points as everyone else won’t make you stand out.

How to fix it:

• Share unique insights from your personal or brand experience

• Offer contrarian or unconventional viewpoints backed by evidence

• Conduct original research or provide deep analysis that goes beyond surface-level takes

3. Your content isn’t interactive enough

People don’t just want to consume content. They want to engage with it, contribute to it, be a part of it! Static, one-way content is a surefire way to get lost in the shuffle.

How to fix it:

• Use polls, quizzes, and Q&As to invite participation

• Build content series that encourage audience input and feedback

• Encourage UGC (user-generated content) by featuring audience responses or insights

4. You’re overlooking the power of repurposing

If a piece of content performed well once, don’t let it die in the archives. Smart brands know how to extend the lifespan of their best ideas.

How to fix it:

• Turn blog posts into LinkedIn articles, Twitter threads, or YouTube videos

• Refresh old content with new data, updated examples, or a different format

• Extract key points from a long-form piece and create micro-content for social media

5. You’re ignoring niche, long-tail keywords

SEO isn’t just about ranking for broad, high-competition keywords. The best traffic comes from specific, intent-driven searches.

How to fix it:

• Create in-depth content that directly answers niche questions

• Use long-tail keywords that reflect audience pain points and specific queries

• Optimise for search intent—think "how to," "best way to," or "X vs. Y" comparisons

6. You’re not leveraging distribution

If you’re not actively distributing and repurposing your content, you’re wasting effort.

How fix it:

• Share content across multiple channels, adapting it for each platform

• Repurpose successful content into new formats for different audiences

• Build relationships with industry communities, newsletters, and podcasts for wider reach

7. You’re ignoring the data

If you’re not analysing what works (and what doesn’t), you’re shooting in the dark. And well, that just sounds silly (and dangerous).

How to fix it:

• Double down on what’s working and pivot from what isn’t

• Track engagement metrics beyond just likes—look at shares, saves, and watch time

• Test different content styles and analyse results. Is storytelling working? Do people engage more with educational content?

If your content isn’t breaking through, it’s not because the internet is "too crowded."

It’s because it isn’t offering something truly valuable. The brands and creators who win are the ones who create insightful, experience-based content, take creative risks, and refine their approach based on real feedback. Now, go shake things up, my little maracas.

-Sophie, Writer

TREND PLUG

Have I changed?

This trend is built around "Dreamz" by Empirical, a soft indie track released 11th of April that sounds like it belongs in the last 15 minutes of an A24 film.

It usually starts with a throwback or a symbolic “before” clip and one of three quiet questions:

• Did I make it?

• Have I changed?

• Will I get better?

The “me back then” moment might be an awkward gymnastics landing, a skill at its starting point, or a career progression. Then the clip cuts, and without saying anything, the current version of you answers it. This is the version of you that’s maybe more together, maybe just that bit less tolerating nonsense. The idea is never, “look how amazing I am.” It’s, “I’m not dead, and now I actually know what I’m doing.”

How you can jump on this trend:

Using the sound, start with the version of you that was lost, unsure, trying. Then, cut to now. No long caption. No TED Talk needed.

A few ideas to get you stared:

• First ever reel vs. the one that made people follow me

• “Will I ever get taken seriously in this job?” → me calling the shots

• That one idea that flopped vs. the one that accidentally changed my career

-Abdel, Social Media Coordinator

FOR THE GROUP CHAT

😂Yap’s funniest home videos: LITTLE BABY
❤How wholesome: Why is he acting like he knows English 
😊Soooo satisfying: Hedge shaping
🍝What you should make for dinner tonight: Greek Lentil Meatballs

ASK THE EDITOR

How often should I post on my new brand account? - Priya

Hey Priya!

If you really want to use social media to grow your brand, I suggest you post every day. The more you post, the more your engagement will grow, and the faster you will gain followers. The problem most people have is they overthink what they're posting rather than just getting started. So yes, you'll want to come up with a content strategy for this new account. But don't wait to have everything figured out before you post. Instead, just start creating content and figure out your strategy as you go.

- Charlotte, Editor ♡

Not going viral yet?

We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.

WHAT DO YA THINK?

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