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Remember the beauty YouTubers from the early influencer days?

Well, someone tell them we want them BACK.

These creators were the first of their kind, and defined an entire genre that would dominate the next decade. But shortform video, a landslide of scandal, and the commodification of beauty content means the creators are now mythic beings of the past.

In today's newsletter:

• How a whole content style was basically wiped off the net (I blame capitalism!)

• How to hijack your audience’s brain (using one simple tool)

• Trend plug - No, I’m Speaking!

• Ask the Editor - TikTok… Where do I even start!?

- Charlotte, Editor ♡

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I have a question for the internet overlords: WHERE DID ALL THE BEAUTY YOUTUBERS GO?

Okay wait I have two questions: WHERE DID ALL THE BEAUTY YOUTUBERS GO, and can we pretty please bring them back?

It was May 20, 2007 when Michelle Phan posted a video on YouTube called 'Natural Looking Makeup Tutorial.'

She didn’t know it at the time, but this gave birth to a new genre of content the world had never seen before.

In the decade to follow, the genre would see the rise and fall of many creators. There would be scandals that would blow the roof off a place. And tutorials that set an entire generation up with bomb-ass makeup skills to a last a lifetime.

This was the big bang of influencer content.

And despite the fact that we're well and truly in the age of influencer culture, there is nothing quite like it today.

[Keep reading]

-Sophie, Writer

The Art of Storytelling in Marketing

“Stories are a communal currency of humanity.” ― Tahir Shah

The stories we tell quite literally make the world. They are a quintessential part of human culture.

We all love a good story. There’s a reason 'happily ever after' is the gold standard for almost every kind of media we consume.

Our brains are evolutionarily hard-wired to connect with narratives.

When it comes to marketing, good storytelling is a power move.

It’s like the Kamehameha of customer acquisition and retention.

Our founder, Stan, has always made storytelling central to his approach to business and has seen a great deal of success in doing so.

So I sat down with him to ask why embedding stories into your marketing strategy is absolutely essential. I also got his expert take on how to do this as effectively as possible.

But first, why storytelling?

[Keep reading]

-Sophie, Writer

Trend Plug - No, I’m Speaking!

This trend comes from a video on Jubilee's YouTube channel, where they have Charlie Kirk argue with 25 liberal college students.

One moment in particular stood out, when a student is constantly being interrupted by Charlie. The student then snaps back, repeatedly yelling ‘No, I'm speaking!’ appearing very worked up and frustrated. It just so happens that someone's made it an edit of Charli XCX's brat overlaying the screen.

TikTokers are taking advantage of this trend by showing scenarios in which they stand their ground. From an average argument between you and your dad, to how it goes when it comes to defending your best friend.

How to jump on this trend:

Using this sound, talk about a situation where someone tries talking over you/ acting like they know more about a subject than you. Alternatively, use a scenario in which you have to ferociously defend yourself/ someone else. Basically, just get angry and repeat the phrase ‘NO, I'M SPEAKING!’

A few ideas to get you started:

• When someone tries to explain a subject I literally have a degree in.

• When my clients interrupts me for the 9th time

• POV: an average argument between me and my intern.

-Abdel, Social Media Coordinator

Today on the YAP podcast…

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

Ask the Editor

Q - I want to get my small business on TikTok but haven't really dived into the platform yet. Where do I start? -Maegan

Hey Maegan!

The best thing you can do is get on TikTok and play around. Every platform has its own culture, so it's a good idea to do some research to see how people behave on TikTok.

Spend some time scrolling and pay attention to what kind of content is performing well. Check out the comments to see what kinds of conversations users are having. Follow a bunch of people in your industry so you can see what they're doing. Pay attention to which of their posts get a lot of engagement and which ones flop.

That said, don't get stuck in analysis paralysis for too long! Once you've done a little homework, just start posting! It might take some time for your audience to find you, and that's ok. If you keep tweaking what you're doing based on the feedback you get, you'll eventually figure out what will work for you.

- Charlotte, Editor ♡

For the group chat

😲WTF: PLSS WATCH WITH SOUND
😂Yap’s funniest home videos: THE GIGGLING
❤How wholesome: this kitty has a message for you
🍝What you should make for dinner tonight: One-pot chili beef & rice

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