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No one’s more pas-ag than a food brand on social media.

Wendy’s has been trolling their competitors on Twitter/X for years.

But Burger King, Chick-fil-A, Popeye’s, and Shake Shack are no strangers to a bit of social media snark, either. So why do seemingly ‘normal’ brands have such wild online personas? Turns out, there is a method to their madness.

In today's newsletter:

• Why food brands are so unhinged on social media (here’s why acting crazy is actually a pretty great strategy)

• How to market to Gen Alpha (because they’re growing up fast!)

• Trend plug - I’m not getting better

• Ask the Editor - Can I repurpose my content across all platforms?

- Charlotte, Editor ♡

Food brands have got to be some of the wildest accounts on social media.

After recently visiting the insanity that is the Nutter Butter account and learning about its cleverly executed strategy – it got me thinking. (Shocking, I know.)

Why are all the food brands so unhinged on social media?

Wendy’s has been a major contender in the bold and brash social strategy game for literal years.

But as I delved deeper into the world of culinary content – I realised they aren’t the only ones who have adopted this approach. Oreo, Burger King, Vita Coco, Arby’s are just a few in a smorgasbord of weird af voices and imagery from food brands on the internet.

And by the looks of it, they’re all in cahoots.

Burger King asks Wendy’s to the prom. Taco Bell and White Castle have a (virtual) food fight. Arby’s posts random images of Zelda.

So is it just a way to cut through the noise? Or indicative of a deeper understanding of brand communication?

In my (humble) opinion, it’s the latter.

[Keep reading]

-Sophie, Writer

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How to Market to Gen Alpha (because they’re growing up fast!)

Did you know that in the year 2010, Instagram debuted, the first ever iPad was released, and 'app' was the word of the year?

It is also the year Gen Alpha began coming onto the scene – the first generation of true digital natives.

Soon to make up 20% of the global population, and $4 trillion in buying power, Gen Alpha is the largest cohort of future consumers. And they’re quickly becoming a group marketers need to understand how to reach.

However, due to their unique upbringing and diverse worldview, Gen Alpha needs a different approach than other generations do.

They’re small but mighty. They have strong values around social justice and inclusivity. And their use of video games from a young age means they want to be active participants in finding solutions to real-world problems.

Because they've grown up seeing tech advance so quickly, they're optimistic about their ability to positively impact the world. In fact, they feel a responsibility to reverse the damage of past generations.

That’s a lot of big thinking for little minds.

Gen Alpha are not passive consumers either. They are active co-creators.

[Keep reading]

-Sophie, Writer

Trend Plug - I’m Not Getting Better

MARIANAS TRENCH ARE SO BACK! Their latest hit, 'I'm Not Getting Better' has reached over 500 videos in no time!

This hit song has TikTokers calling themselves out during random moments of introspection after doing something they should better about. This can look like cramming the night before an exam, or attempting to pack light for short trips.

How to jump on this trend:

Using this sound, simply name a situation where you catch yourself doing something you shouldn't have done. That's your onscreen text. Then, lipsync the part of the song that goes 'Maybe I'm not getting better.'

A few ideas to get you started:

• Me always saying 'yes' to projects I know don’t align with my goals

• When I catch myself putting together a last minute client deck

• Me when I'm still doing my content on the fly instead of scheduling everything like I know I should

-Abdel, Social Media Coordinator

Today on the YAP podcast…

Want even more ‘YAP’ing? Check out the full podcast here.

Ask the Editor

Q - Is it ok to repurpose my content across all platforms, or should I have a strategy for each one? -Zach

Hey Zach!

Each platform has its own audience and culture, so ideally you'd have a strategy for each one. When you do this, you can tailor your content to what works on each platform. It also means people have a reason to follow you everywhere because the content's not all the same.

But I get that you may not have the resources to do that! So one option is to double down on 1 or 2 platforms and go all in. Have a platform-specific strategy and be really intentional about building your community there. Just make sure you're strategic about which platforms you choose, based on where your audience hangs out.

You can always repurpose your content onto other platforms. So try posting your TikToks on Reels as well. Try your static LinkedIn posts on Facebook and Instagram.

You probably won't have as much success repurposing as you will creating platform-specific content. But at least you can have a presence on the other platforms. You can always put more resources into those later.

- Charlotte, Editor ♡

For the group chat

😂Yap’s funniest home videos: DAYUMM
❤How wholesome: It’s so… beautiful
😊Soooo satisfying: Why are hydraulic presses so fun to watch? 
🍝What you should make for dinner tonight: PIZZA PASTA !?

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