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When is silence loud as f$&k?

When you’re in the throes of a contentious election and you decide to say nothing.

This is a lesson The Washington Post has just learnt the hard way. Each election season, the publication endorses a candidate. Until now. Clearly they were hoping this ‘neutral’ stance would protect the brand. But 250,000 people who just unsubscribed disagree.

In today's newsletter:

• Choosing not to pick a side backfires for The Washington Post (bet they didn’t see that coming)

• 6 ways to build thought leadership (without sounding like a douche)

• Trend plug - BOOM SHAKA LAKAAA 

• Ask the Editor - How often should I post on Instagram?

- Charlotte, Editor ♡

Choosing Not to Pick a Side Backfires for The Washington Post

Picture this: over a quarter of a million readers slamming the proverbial door on one of the largest journalistic publications in the world.

The reason?

A non-endorsement.

That’s right.

More than 250,000 Washington Post readers have cancelled their subscriptions since the newspaper announced it would not endorse either candidate in the US presidential race.

Instead of backing a candidate as the publication has done for decades, The Post chose to sit this one out. And clearly, this decision did not sit well with readers.

Turns out, staying neutral these days says more than brands might want to believe.

In today’s increasingly polarised environment, staying silent can be an endorsement of its own. For brands, this raises a big question: if neutrality is dead, how should you speak up (or not) when it counts?

Saying nothing is still saying something.

The Washington Post thought it could take a rain check on the whole endorsement business. No big deal, right? Wrong.

By saying nothing, they inadvertently said a lot—just not what they intended. To readers, the silence read as a retreat, a cop-out, a shrug, at a time when they expected The Post to pick a lane.

[Keep reading]

-Sophie, Writer

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Calling oneself a 'thought leader' can feel like a badge of honour for some… and a glaring red flag for many.

It’s the marketing equivalent of someone walking into a room, announcing they’re the best thing since sliced bread, only to find out they’re more of a gluten-free fad made of LinkedIn carousels.

But here’s the kicker:

Genuine thought leadership can be a powerful strategy that builds trust, engages audiences, and positions brands as industry frontrunners.

The challenge? Navigating this space without coming off like you’re just trying to sell your big ol’ ego.

So, how do you craft a thought leadership marketing strategy that adds value rather than more noise to an already overcrowded space?

Here are 6 actionable tips to help you shine—without the self-congratulatory cringe.

1. Focus on value over ego.

The foundation of thought leadership should be providing value to your audience.

Ask yourself: What insights can I share that genuinely help my audience? Are there challenges they face that I can address with my expertise?

[Keep reading]

-Sophie, Writer

Trend Plug - BOOM SHAKA LAKAAA 

Today's trend comes from streaming gamer @trapceleb playing the episodic survival horror video game, 'Poppy Playtime'.

A clip of Trapceleb screaming 'BOOM SHAKA LAKAA' has gone viral.

Now, TikTokers are using the sound to channel their inner excitement once and for all by saying the line, well, 'BOOM SHAKA LAKAA.' Examples include, 'When you're old enough to know the family secrets' and 'getting paired up with the best teammate in basketball'.

How you can jump on this trend:

Using this sound, name a situation that makes you really, like REALLY happy. You can lip-sync the line 'BOOM SHAKA LAKAA' or just let the sound play with a scenario taking place.

A few ideas to get you started:

• When I finish work before 5 on a Friday

• Me when my client says I nailed the brief

• Me anytime the office is empty (I can finally work in peace)

-Abdel, Social Media Coordinator

Ask the Editor

Q - How often should I be posting stories and Reels on Instagram? - Ramon

Hey Ramon!

Well, that depends on your goals and what you're wanting out of social media. If you really want to use social media to grow your business or your personal brand, I suggest you post every day. The more you post, the faster you will grow your audience (and brand).

I get that posting every day seems like a lot, but once you get momentum going, it will get easier. Once that happens, my biggest piece of advice would be to not stop. Because getting that initial momentum is the hardest part.

If your top priority isn't to grow as fast as possible, it's completely fine to post 2–3 times a week. But I wouldn't recommend posting less frequently than that! You want people to see you as much as they can. That's the only way you're going to get what you want out of posting.

- Charlotte, Editor ♡

p.s. In case you missed it, you may find this article helpful: 3 Tips to Help You (finally) Start Posting Consistently

- Charlotte, Editor ♡

For the group chat

😂 Yap’s funniest home videos: HOW DO I GET THIS FILTER 
✨Daily inspo: Didn’t know Kung Fu Panda was this deep
😊Soooo satisfying: TEXTURE SO SMOOTH
🍝What you should make for dinner tonight: CHICKEN TERIYAKI

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