Your ATTN Please || Monday, 3 March

This just in: Gen Alpha doesn’t give a hoot about live sports.

Yep, the kids are ruining everything (again). According to CNBC Sport, it’s pretty dang clear this new generation is not interested in watching live sports games. And that’s bad news for Disney’s ESPN. But fear not! The sports media giant’s throwing everything (including MrBeast) at this problem to see what sticks.

- Charlotte, Editor ♡

PRESENTED BY PLANABLE

Campaign launch anxiety? Yeah, let’s talk about that

POV: Your campaign launches next week.

You have 47 unread Slack messages. Your CEO just "had an idea". Karen from legal needs "one tiny change". And your eye won't stop twitching.

Sound familiar? Yeah, we thought so.

But your launch doesn’t have to be this way! On March 6th, Planable and Immaginy are hosting the support group — er, webinar 😬 you didn't know you needed. They're diving into why launches feel like emotional rollercoasters, sharing real-life case studies, and showing you how to lead campaigns with confidence so you can actually enjoy launch day (yes, it's possible. No, we're not making this up.)

Want in? 👇

WHAT’S HAPPENING IN MARKETING TODAY?

NBA targets Gen Alpha, Being a creator’s harder than ever & Oatly turns a carpark into an OTT coffee bar

The NBA is officially targeting Gen Alpha.

“The ‘new’ television doesn’t look like the ‘old’ television,” according to Neal Mohan, CEO of YouTube. “It’s interactive and includes things like Shorts (yes, people watch them on TVs), podcasts, and live streams, right alongside the sports, sitcoms and talk shows people already love.” And, in an effort to capture younger audiences, the NBA has adopted this into their strategy, shortening games into multiple mini games, each ending when a team scored 40 points.

They also brought along YouTube's biggest star Mr. Beast to join the All-Star live from the Chase Center with one of his $100,000 contests. Looks like they're hoping to appeal to some of his younger viewers, which includes many from Gen Alpha. ESPN also plans to debut UGC content on their flagship application this fall. This will be geared towards parents, or shared experiences between parent and their kids.

Damn, they’re really doing the MOST. Time will tell how this shapes the future for NBA viewership and live sports in general. It could very well pave the way for a new, interactive way of watching your favourite game. Check out everything the NBA is changing right here.

55% of creators say it’s harder to reach their followers today than five years ago.

That’s according to a new report by State of Create, which aims to tackle the obstacles creators fight in today’s social media landscape. Volatile platforms, unpredictable income, and difficulty reaching followers are some of the many reasons listed in this extensive report, which surveyed a sample of 1,000 creators and 2,000 fans.

The report explains that the shift away from followership was (mostly) led by TikTok's "For You" page. The FYP serves users content based on what TikTok believes will be engaging, not who they follow. Find out where the creator industry is heading in 2025 by reading the full report here.

Oatly turns a strip mall parking lot into an opulent coffee experience with white-gloved servers and a freaking ice sculpture.

Don’t get me wrong, this is great brand visibility. But, like, picture this: you’re running into the mall to just QUICKLY grab ONE ITEM at the supermarket. And some fkn dude in a tuxedo starts dancing around your car trying to serve you coffee. Like can you NOT.

Anyway, the oat milk brand reportedly transformed an everyday mall car park into an extravagant, over the top coffee service, replete with tuxedoed servers, a grand piano and even violinists to promote its rebranded coffee creamers.

The hero spot captures unsuspecting shoppers being treated to the Michelin-level service to encapsulate the idea that Oatly Creamers make everything fancy. Even the most routine, on-the-go coffee moments. Thanks, Oatly! Now move out the way and let me go get my damn tampons. (Guys, please go watch the video of this because it’s hilarious.)

Anyway, that’s all folks!

-Sophie, Writer

DEEP DIVE

The schizo-fication of the online world

There was a time— until let’s say, six months ago —when the dominant internet self-diagnosis was anxiety, depression, or ADHD.

Okay, yeah everyone was overstimulated exhausted, and constantly self-analysing through the lens of a WebMD symptom list. But lately, the discourse has shifted. The new digital state of being? Schizoposting. Mania narratives. Hyper-symbolism. Basically, the internet is having a psychotic break, and we’re all in the group chat.

We used to talk about the internet as an attention-destroying machine. Everything was about dopamine cycles, constant tab-switching, the inability to read a full article without drifting away. But the newer, more acute internet disorder isn’t just about fractured attention—it’s about fractured reality.

The way people talk about their minds online has changed. Less "I can’t focus," more "I’m seeing connections everywhere." Less "I need to slow down," more "I haven’t slept in three days and I just realised the entire culture is one big ouroboros of collapsing meaning."

People aren’t just overwhelmed anymore—they’re untethered.

It’s me, I’m people. But I’m not alone. No really. Apparently the term "schizoposting" originated in online communities like 4chan, and was once predominantly right-wing.

According to Reddit, it refers to “posting content that mimics the disorganized, paranoid, or erratic thinking patterns often associated with schizophrenia or mental health breakdowns. These posts are typically characterized by rambling, incoherent thoughts, conspiracy theories, nonsensical connections between unrelated topics, and erratic or intense emotions.”

Basically, it’s the combo of schizophrenia and sh*tposting. And it has since trickled down into being used ironically throughout the wider online realm.

If ADHD internet was about jumping from one thing to another, schizo-internet is about the feeling that everything is connected.

The algorithm is designed to show you fractured, contradictory realities, all at once. One scroll and you’re seeing world news, conspiracy theories, a frog in a cowboy hat, someone’s breakup trauma dump, and a graph about how time isn’t real.

This hyperstimulation isn’t just about speed—it’s about paranoia. Who’s controlling what we see? Are these connections real, or are they just echoes bouncing off the algorithmic walls? Every piece of content is a potential rabbit hole. And falling down one means questioning whether you’ve uncovered a hidden truth or just tricked yourself into seeing one.

Everything online is taking on excessive symbolic weight.

Think: anything Ye has posted over the last 4 years. But he’s not the only one. People are reading into niche aesthetics like they hold the key to civilisation.

Schizoposting thrives on this—mundane things become loaded with significance. Why do certain colours keep appearing in pop culture? Is this meme actually part of a secret message? Why does this TikTok feel like a prophecy?

The internet turns everything into an omen.

This isn’t just about irony or a postmodern wink. It’s about people genuinely starting to perceive the world like this. The lines between joke and revelation, between playful theorising and actual paranoia, are blurring. The result? An entire culture that feels like it’s either decoding the Matrix or having a shared manic episode.

Conspiratorial thinking is no longer just for the tinfoil-hat crowd. The very structure of the internet encourages a kind of hyper-paranoia, where every piece of content feels like it’s leading somewhere bigger.

The way platforms serve us information—fractured, unpredictable, contextless—creates a feeling of constant destabilisation. What’s real? What’s satire? What’s an ad? Who’s in on the joke, and who’s the joke about? This really adds some urgency to “touch grass,” huh?

This isn’t just an abstract problem. It’s making us team-attached, other-team-fearing, and increasingly ungrounded.

If the 2010s were about ironic detachment, the 2020s are about over-attachment—to symbols, to hidden meanings, to digital tribalism. The paranoia isn’t just individual anymore; it’s networked.

So, are we all just going a little bit insane? It’s hard to say whether the internet is reflecting our collective mental state or shaping it.

Probably both. What’s clear is that we’ve moved past the tidy self-diagnoses of early internet therapy-speak. We’re now in full-blown schizo-mode, trying to navigate an online space where meaning is both hyper-present and totally collapsing.

So, what happens next?

Do we eventually reach a breaking point where this all snaps back into place? Or does the schizo-fication of everything continue, until the internet becomes a place where no one can tell whether they’re uncovering a deep truth or just staring at the algorithm’s latest hallucination?

Either way, take a deep breath. Drink some water. And try not to read too much into that strange pattern of numbers you just saw. Or do. It’s all connected, right?

-Sophie, Writer

TREND PLUG

I hope my ex is dead

We all want to forgive and forget. To live, laugh, love and move on.

But sometimes, despite doing alll the right things we just, well, can't. So, here's a trend to celebrate our petty side. The side that holds grudges (and doesn't hold back).

Behold the trending sound of someone hoping their ex, their old friends, everyone who's wronged them is well, dead. It sounds dark. But it's really just poking fun at the moments where we're doing things that are supposed to be calming, but our mind won't stop ruminating on everything else.

How you can jump on this trend:

Think of something you do that's supposed to clear your mind, but when you do it, your mind just runs over the same old petty stuff. Say, going for a run, doing a Pilates class, or journaling.

Then, film yourself doing this (or acting it out) and add text saying "____ is supposed to clear your mind. My mind:"

A few ideas to get you started:

• "Going for a walk on your lunch is supposed to clear your mind." My mind:

• My mind when I'm taking a "moment for myself" at work

• When the team-bonding day is involves "quieting your mind"

-Maggie, Copywriter

FOR THE GROUP CHAT

😲WTF: Physics is real you guys
❤How wholesome: The purest moment ever omg
😊Soooo satisfying: Gallium + floral foam
🍝What you should make for dinner tonight: Chicken Taquitos

ASK THE EDITOR

Q - What tips do you have for staying consistent with posting content? - Jackie

Hey Jackie!

There's no magic formula to staying consistent! At some point, you just have to carve out time and get it done. But one thing you can do to make that a bit easier is to come up with an easily repeatable content style. At TAS, we call this ERC. This is a content style that is easy to produce, and, ideally, one you can create in bulk. It should also be something you can do over and over, only changing one factor for each video.

This should fit your niche, but could be something like street interviews, simple games, reaction videos, or answering FAQs about your industry. When you've got this content style, you'll no longer need to reinvent the wheel every time you need to create content. You're essentially taking 90% of the thinking out of it, which makes it much more likely you're going to post more regularly. Then, remember that done is better than perfect. You will learn as you go, and that's ok. So stop overthinking and start doing!

- Charlotte, Editor ♡

WHAT DO YA THINK?

PSST…PASS IT ON