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Your ATTN Please || Saturday, 22 March

Your ATTN Please || Saturday, 22 March

March 22, 2025

Let us all bow our heads in respect - or perhaps, in resentment.

Because the once-mighty microtrend is now crawling away beneath the horizon. The endless cycle of on-and-off fashion trends - held up by social media algorithms and the need to fit in - has been slowly cracking and chipping. The era of timelessness, practicality, and above all REALNESS, is about to roll in. But if your brand's just as chronically online as the rest of us, what does this paradigm shift mean for you?

- Devin, Copywriter

WHAT’S HAPPENING IN MARKETING TODAY?

Fans don’t want Coco 2, Apple loses $1B (and doesn’t care) & Ex-Eminem staff sells his music illegally

Coco 2 is in the works - but how loco are the Coco-heads?

One of Pixar's most celebrated films, Coco, is getting a sequel - but you'll have to wait until 2029. The Day of the Dead-inspired musical had a rich story worth telling back in 2017. But just yesterday, Disney and Pixar announced that it wasn't quite finished.

As much as audiences love a solid sequel, many are sceptical about the film-to-be (just read through the comments of the film's announcement). As beloved as the original film's characters are, the consensus is that the movie stands well on its own. There are also concerns around Pixar's recent heavy lean into sequels and spinoffs that feel more profit-driven than actually warranted. Of the studio's 5 announced upcoming films, 3 of them are sequels: Toy Story 5, The Incredibles 3, and now Coco 2.

Apple TV+ is losing billions, to which Apple says "meh".

Everyone in a 30ft radius of me seemingly does nothing but eat, breathe and talk about Severance. Apple TV+'s numbers, unfortunately don't reflect this reality. In fact, a new report shows Apple's streaming platform is losing $1B annually.

The lack of subscribers is what's mostly to blame. Apple TV+ makes up less than 1% of US streaming service viewing (whereas a giant like Netflix is getting 8.2%). $1B sounds like a lot of money (and trust us, IT IS). But for the tech giant, which saw $391B in revenue and made $93.7 in profit in its last fiscal year, it's just spare change slipping through a hole in its pants. The full report is trapped behind a paywall, but you can read a pretty solid summary here.

Ex-Eminem employee charged with stealing and selling unreleased music.

Even when you're the real Slim Shady, some things in this world can be far too shady - even for you. Take the alleged actions of Joseph Strange, a former sound engineer for Eminem, who's just been charged with stealing and selling more than 25 unreleased songs, all of which were leaked online in January. The FBI says Strange took decades-old music he had access to (but no permission to hold on to) and sold it online for some hefty prices. One user named "Doja Rat" coughed up US$50K in Bitcoin for some of it.

Eminem's spokesperson Dennis Dennehy says the rapper's happy about the charges being laid. However, his team mourns "the enormous financial losses incurred by the many creators and collaborators that deserve protection for their decades of work". If convicted, Strange faces several years in prison and a fine of up to $250k.

-Sophie, Writer

DEEP DIVE

RIP microtrends (here's the next big thing)

Have you, or someone you know, fallen victim to microtrends? You may be eligible for financial compensation.

Ok, not really. But you do have my sympathy – it happens to the best of us, especially if you spend as much time on Pinterest as I do. I have good news, though. Your aggressor is done for. Microtrends, you had a good, albeit exhausting run. But your time is finally up.

For years, we’ve been stuck in a never-ending loop of disposable aesthetics. Many of us were wearing clothes and curating spaces that exist solely for social media validation. However, the pendulum is swinging, and people are rebelling against the churn.

Welcome to the death of the microtrend.

At their core, trends exist because humans love to mimic. It’s a survival mechanism—an innate desire to fit in and be part of something bigger. But the internet took this impulse and put it on steroids. Algorithms prioritised sameness. Fast fashion made it easy to participate. Influencers played into it because trends drive engagement. Suddenly, we weren’t just following trends. We were devouring them, churning through aesthetics at an unsustainable rate.

One week it was about clean and minimal ballet-core. The next, everyone was rushing MAC Cosmetics for the darkest eyeliner they could find in order to fulfil their “mob wife dreams.” I’m going to be honest, it was kind of fkd up to witness. But alas, microtrends thrived because they offered instant belonging.

Buy the latest “clean girl” essentials, and you, too, could belong to the exclusive club of effortlessly chic women (who all coincidentally look the same). Adopt the “mob wife” aesthetic, and for a brief moment, you get to play a character in the collective imagination of TikTok. But playing dress-up gets old fast, and the internet has finally hit its breaking point.

We’re entering what some are calling a post-brain-rot era.

It's a rejection of hyper-online behaviour in favour of something more grounded. Dressing in microtrends is starting to be seen as a “low status” behaviour because it screams chronically online. It’s not fashion—it’s practically cosplay. And that’s why we’re seeing the rise of slow fashion, capsule wardrobes, and elevated basics. People don’t want to look like they just stepped out of a trend cycle. They want to look intentional, considered, and most importantly, real.

This shift isn’t just happening in fashion. In architecture and interior design, we’re seeing a rebellion against the cold, museum-like minimalism that dominated Instagram grids for years. Some firms are now photographing spaces with actual mess on the countertops—lived-in homes that reject the sterile, overly staged look. Because a home should be lived in, not just looked at.

Brands need to understand this shift.

Consumers no longer want to buy from brands that make them look chronically online. There’s a massive difference between brands that understand internet culture and engage with it tastefully, and those that hover around waiting to feast on the carcass of a dying trend.

The brands that will thrive in this new era are the ones that respect consumers’ intelligence and offer something with staying power. That means fewer forced aesthetics, more thoughtful storytelling, and a genuine understanding of how people actually want to exist in the world—both online and off.

Microtrends were never built to last. And now, neither are the brands that relied on them. Adapt or become another relic of the algorithm era.

-Sophie, Writer

TREND PLUG

They don’t know it yet, but…

We all have experienced moments that were so pivotal, we now divide our lives into before that event and after it.

Today's trend plays on that concept by pairing a clip of the "old you" with OST foreshadowing what's about to happen. The ways creators are using this sound really run the gamut. Some examples are quite serious, like showing footage of when, unbeknownst to them, they have just met their future spouse or they're going to have a life-altering accident. And others are much more un-serious, like they are about to board the wrong plane.

How you can jump on this trend:

Whether you want to do this one seriously or tongue-in-cheek is up to you! Either way, think of the life-changing moment you want to highlight. Then, use footage of yourself prior to that, using OST that starts with "He/she doesn't know it yet, but in [timeframe], [thing that's about to happen]." Add this sound and that's it!

A few ideas to get you started:

She doesn't know it yet, but in 2 hours, she's going to get offered her dream job
She doesn't know it yet, but in 1 month, she's about to start a business that will completely change her life
He doesn't know it yet, but in 5 minutes he's going to get an email asking him to do something within his job description and his day will be ruined

- Charlotte, Editor ♡

FOR THE GROUP CHAT

😲WTF: 2025’s Happiest AND Saddest Countries!
✨Daily inspo: Billie Eilish is a real one
😊Soooo satisfying: It just kept going
🍝What you should make for dinner tonight: Marry Me Mushrooms!

TODAY ON THE YAP PODCAST

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ASK THE EDITOR

What are tips /content ideas that can apply quite broadly? -Jocie

Hey Jocie,

There are a few ways to think about creating widely relatable content. The first is that you can look at what lots of other people are doing and copy it. Remember, everything is a remix and there are no 100% original ideas. So things like musings/quips about corporate life and workplace culture are everywhere. You can find a way to remix these to create your own version of them. You can actually train your algorithm to feed you the type of content you want to recreate, then you will constantly have inspiration for your own.

However, you should also have some sort of follower acquisition strategy rather than just posting trend content. And this will take a lot more deep thinking to find one that fits your brand. This strategy should start with asking what is something that will relate to everyone, age 16-60 and beyond? For our Attention Seeker accounts, our storylines always revolve around the concept of hierarchy. It's an idea everyone experiences, whether with their parents, siblings, or boss. So beyond remixing trend-type content, I would begin to think about what your acquisition strategy will be, because this will be the foundation for everything else you do.