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Are you being blue-balled by paywalls?

Those pesky pop-ups that limit access to content seem to be EVERYWHERE nowadays.

But what if I told you they were actually a good thing? In a world full of clickbait headlines, intrusive ads, and misinformation, paywalls represent a shift in how we value content, and a move toward accountability, quality, and trust.

In today's newsletter:

• What is good content worth to you? (why you may just have to fork it out)

• WTF is ‘high-concept branding? (Tyler, the Creator shows us the way)

• Trend plug - #womeninmalefields

• Ask the Editor - How do I get more followers organically?

-Sophie, Writer♡

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The Paywall boom.

Don’t you hate it?

You click on a juicy headline, start reading, start ENJOYING the content. Then, all of a sudden, you’re blue-balled by 'please subscribe to continue.'

You stare at the screen, debating whether access to that one article is worth $7.99 a month. Frustration bubbles up.

'Why can’t it just be free?'

But here’s the thing: free and quality are two things that don't often come together.

(With the exception of this newsletter. You’re welcome).

Paywalls, inconvenient as they feel, represent something bigger: a recalibration of how we value content in the digital age.

But what does this mean for consumers, brands, and is it a necessary evolution of our content?

[Keep reading]

-Sophie, Writer

Anticipation and World-Building: Tyler, The Creator's Formula for Excellence

Last month, Tyler, The Creator released his seventh studio album, Chromokopia.

And even by his standards, it’s high concept.

As always, the eccentric artist has not merely released an album. He has crafted yet another world.

With Chromokopia, Tyler invites us on another journey through his eccentric imagination, teasing glimpses and visuals that leave the mind simultaneously wondering and wanting more.

And just like that, we’re lured into a living, breathing story – an entire experience made just for us.

In an industry shambled by the 'TikTok Curse' of virality, with many artists just vying for attention, Tyler’s approach feels like a masterclass in high-concept branding.

He doesn't just shove his latest single in our faces with endless replays across various mediums. Instead, he builds anticipation, letting us decode, speculate, and obsess.

Tyler’s genius goes far beyond 'marketing gold.' It’s creative excellence of the highest tier. And Chromokopia gives us the perfect lens to dive in.

How to build a world without saying a word.

[Keep reading]

-Sophie, Writer

Trend Plug - #womeninmalefields

The girlies are taking TikTok by storm with a little bit of sass, and a whooole lot of shade.

Taking on the roles of men, the new trend #womeninmaledominatedfields jokingly shares negative comments they’ve received in ways that flip the script.

From situations like ‘Texting him I wasn’t on my phone all day after my snap score went up 200,’ or ‘When he explains what I did wrong so I tell him “I’m sorry you feel that way.”’

Ladies, we’ve all got a story. Think of the biggest red flag you’ve ever met, and the inspiration will flow.

How you can jump on this trend:

You could use literally ANY scenario that has become a trope for annoying/ toxic male behavior, whether it’s a personal anecdote or something typical.

Then, use OST to flip the script, and describe the scenario as if you’re the guy, ending it with #womeninmalefields.

Place the text over a video of you dancing, winking, looking cute, literally doing anything – the text is the hero in this trend.

A few ideas to get you started:

• 'He said he was a pro athlete so I said “I bet I’m faster than you.” #womeninmalefields’

• ‘When I tell him I want him but my actions show the complete opposite. #womeninmalefields.’

• 'Uber driver looked like he was having a rough day, so I told him he’d be prettier if he smiled more. #womeninmalefields.’

-Sophie, Writer

Today on the YAP podcast…

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

Ask the Editor

Q - How do I get more followers on our brand account without spending tons of money on video production? - Ashlee

Hey Ashlee!

Plenty of brands and creators have built followings without pouring lots of money into content creation. So you definitely don't need to create full video productions to get more followers! Plenty of creators have very simple video formats that cost nothing to produce.

I'm not saying you should put no effort at all into making high-quality content. But instead of thinking you need more money to pour into video production, you should be focusing on your strategy first. You should have a really clear idea of who you're talking to. What you want to get across to them. Why you're on the platforms you're on. What kind of content will connect with your audience.

Once you can answer those questions, start creating content in line with that strategy. You can slowly invest in equipment to making higher quality videos. But if you don't get the strategy right, that alone isn't going to help you grow.

- Charlotte, Editor ♡

For the group chat

😲WTF: Under 16’s BANNED from Social Media?!
✨Daily inspo: Kobe’s words to live by
😊Soooo satisfying: RAINBOW SLIME CRUNCH
🍝What you should make for dinner tonight: Chicken Cutlets Pasta

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