Screaming, crying and throwing up.

The cultural rise of female rage is upon us. And we’re so here for it.

From From Pearl’s meltdown to Olivia Rodrigo’s whole personality, it’s a full-blown movement fueled by real-world frustrations & systemic inequality. But as brands try to navigate this cultural shift, the question remains: can they embrace the rage without diluting it?

In today's newsletter:

• Get in girls, we’re going raging - brands, you can come too

• Why hyper-specificity is the new relatability

• Trend plug - What the f*ck is this?

• Ask the Editor - I've been creating organic content to get more clients, but how do I get business faster?  

-Sophie, Writer

“PLEASE. I’M A STARRRR.”

Every girl to ever exist has felt this level of cataclysmic, simultaneous rage and heartbreak.

All of us. Every single one.

But it’s not often that it’s been so perfectly portrayed in cinema as it was by Mia Goth's iconic character, Pearl.

However, she’s not the only one to have graced our screens as of late, tears and blood clad, oozing pure, undiluted anger.

It’s not pretty. And it shouldn’t be.

But we’ve officially entered the era of the enraged woman.

Pop culture has a new(ish) trope: the resurgence of female rage. And it’s hitting. Hard.

[Keep reading]

-Sophie, Writer

Let’s Get Specific, People

Hyper-specificity Is the new relatability.

What do I mean by that?

Well, there was a time when the internet once rewarded mass appeal content. The classic “5 signs your job is stressing you out,” or “Relatable things every 20-something does” posts and articles were the norm.

And they were fkn shite.

Why? Because they were trying waaaay too hard to appeal to everyone (and usually fell flat).

Now, the most viral content is hyper-specific. Like, weirdly specific.

Instead of “we all had the same childhood,” it’s: "The very specific type of childhood sadness that came from watching Animal Planet at 2 PM on a rainy summer weekday after school.”

Instead of generic office humour, it’s: "That oddly quiet, eerie feeling in the office at 3:17 PM on a Wednesday when everyone’s pretending to work but actually thinking about dinner.”

These oddly precise observations resonate more than the broad, one-size-fits-all ones. And that shift is influencing individual creators and changing how brands communicate.

[Keep reading]

-Sophie, Writer

Trend Plug - What the F*ck is This?

Mockumentary icon Philomena Cunk may be a living, breathing enigma. But there's no mystery as to how her viral TikTok sound can be used.

In fact, it may be one of the most universal sounds you'll ever come across on the app.

In her latest special "Cunk on Life," Cunk meets with an art professor and asks a simple question about Pieter Bruegel's 463-year-old masterpiece, "Triumph of Death:"

"What the f*ck is this?"

It's a fair question to ask about a painting of a skeleton army taking over humanity. But something about the angst in her voice - in contrast to her usual passive, sarcastic tone - is just chef's kiss.

Her question also makes for the perfect soundbite in response to... well, just about anything that throws you off! From the ungodly sight of Instagram's squareless feed to the gas company bumping up your rates, Cunk's got you covered.

How you can jump on this trend:

Pair this sound with a clip of you lipsyncing it, and add text describing whatever in the world's got you feeling confused today.

A few ideas to get you started:

• When you open up X/Twitter for the first time in two years

• When you ask your client for feedback and they send an 18-minute voice note

• When you open your inbox and have 50 emails waiting for you

-Devin, Copywriter

Today on the YAP podcast…

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

Ask the Editor

Q - My brand, which focuses on money and indigenous wealth, is super niche! What tips do you have for me? - Te Kahukura

Hi Te Kahukura!

First of all, I 💛 your mission. So awesome.

For a really niche brand like yours, staying super connected to your audience is key. Take as many opportunities to engage with them, figure out what they really need from you, and then give it to them.

This kind of really authentic interaction will make you the go-to expert on the topics you talk about. And because you're so well connected to your audience, you'll always know exactly how to create content that's relevant to what they need.

- Charlotte, Editor ♡

For the group chat

😲WTF: Next TikTok CEO?!
❤How wholesome: We made the right person famous
😊Soooo satisfying: i can smell this video
🍝What you should make for dinner tonight: Loaded taco baked potatoes

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