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- Your ATTN Please || Thursday, 15 May
Your ATTN Please || Thursday, 15 May
“If the content makes sense, it performs worse.”
That’s a quote from the team behind Nutter Butter’s insanely odd social content. The brand has gained a reputation for posting content that makes you feel like you’ve just had a few “special” mushrooms. But apparently, posts about cookies that abduct cats, turn into UFOs, or wear monocles increased purchases by 17% and improved viewers’ mood by 20% (and tbh that’s worth a lot these days).
- Charlotte, Editor ♡
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WHAT’S HAPPENING IN MARKETING TODAY?
Nutter Butter says unhinged content works, Prime Video renews Beast Games & Trump orders Big Pharma to lower prices
Nutter Butter shares 5 takeaways from 2 years of creating extremely strange content.
Nutter Butter is known for its fkn weird, borderline concerning social media presence. But the LSD-fueled fever dream-esque content isn’t the workings of some seriously deranged intern; it was the entire strategy. Two years on, here’s what they learned about being insane online:
Weirdness is the look, but difference is the goal.
Your marketing playbook is useless.
Let your consumers do the driving.
Storytelling is great, just not always.
Move at the speed of your audience.
If you want to dive deeper into these lessons, you can find them here.
MrBeast's Beast Games renewed by Prime Video despite controversy.
Being sued by previous participants won’t stop Jimmy Donaldson, or Amazon for that matter, from making more money. Because who cares about other people when you’re RICH. Mwahahaha. Last year, Donaldson was accused of creating unsafe employment conditions including sexual harassment and misrepresenting contestants’ odds at winning the $5m grand prize on his show Beast Games.
According to the filing, he failed to provide minimum wages, overtime pay, uninterrupted meal breaks and rest time for competitors – whose “work on the show was the entertainment product” sold by MrBeast. But alas, Beast Games has been renewed for not one, but two seasons. I guess the show must go on, especially for the tech overlords.
Trump signs executive order asking for lower drug prices.
Unsure what the agenda is here but it sounds like he’s doing something… just. And I’m suspicious. Prescription drugs costs are nearly 3 times as high in the US compared to other nations. It’s been an issue for like, ever, with lifesaving/ changing drugs being majorly inaccessible to many.
The president has just signed an executive order asking Big Pharma to lower its prices in the US so they are more like the cheaper prices charged elsewhere. The potential consequences for not doing so? Regulatory actions, tariffs on individual companies, and more medicine imports from abroad to leverage a “most favored nation” policy. However, the order “cites no obvious legal authority to mandate lower prices". So, we’ll just have to wait and see about the execution of such a plan.
Anyway, that’s all folks!
-Sophie, Writer
DEEP DIVE
Traditional campaigns are on their way out. So, what's next?
I’m calling it now: the traditional marketing campaign as we know it, is on life support.
And according to Marketing Brew, the plug’s being pulled. RIP.
Gone are the days of meticulously planning content calendars three months in advance, squeezing creative ideas into neat little seasonal boxes, and then blasting them out to the masses. (Somebody tell our account managers. I think they’re all about to have stress-induced heart failure.)
No, we are now entering the new era of engagement. Here, success isn’t measured by how polished your quarterly campaign deck looks, but how quickly and cleverly you can respond to the moment. At The Attention Seeker, we call this agile content creation.
It's fast, reactive, human storytelling that meets people where they are right now. Not where we hope they’ll be in six weeks. Because in this crazy world?? Girl, by then my ass could be in Cabo with a sugar daddy and not a worry in sight (here’s hoping.) So then, who am I to predict the future of others, let alone their businesses?
Traditional campaigns are often operated like assembly lines.
You set a goal, built a strategy, produced content, hit “post.” Then cross your freaking fingers (and toes, and tongue, if you’re talented.) But consumers don’t live in neat little marketing funnels anymore. They live in the chaos of the algorithm, where attention is fragmented and fleeting, and loyalty is earned (not assumed).
What we’re seeing now is a shift toward “moments-based marketing.” That is: content and comms that are triggered by real-time behaviours, signals, and context. Think less "big reveal," more "always have the finger on the pulse.”
Brands are using data and automation not just to personalise messages. They're using it to deliver them exactly when the moment is right—when someone’s browsing, scrolling, tapping, walking, watching, or whispering to their phone at 3 a.m. like they’re Emily freaking Rose.
Woah woah woah, this isn’t just a tech play. It’s a creative shift, too.
Agile content is about crafting narratives that can adapt and evolve in response to the world outside your brand bubble. It’s about creating modular assets that can be swapped, sliced, and reassembled depending on the moment. The goal? Meaningful engagement, not just reach.
Brands like Duolingo, Glossier, and even McDonald’s have thrived by ditching big brand campaigns in favour of bite-sized, reactive, human-first content that feels like a conversation, not a billboard.
And this approach works. According to Marketing Brew, companies adopting this agile, always-on model are seeing deeper loyalty and better performance, without the rigid overhead of legacy campaign structures.
So… is the campaign really dead?
Kind of. Traditional campaigns - the ones that take anywhere between six weeks and six months to build and launch - are certainly on their way out. But strategy, planning, and creative craft aren’t going anywhere. They are alive and well. The difference is it's strategy with flex. Planning that allows for spontaneity. Creative that can pivot mid-sprint.
The future will belong to brands that can read the room and respond in real time. Agile doesn’t mean chaotic; it means conscious. Connected. Context-aware. And most importantly, human.
-Sophie, Writer
TREND PLUG
I’ll show you what it feels like
This one started off innocently enough.
TikToker @iceonbarbie posted a clip of her and her friends turning their room into a club instead of actually going to one. The song in the background? A ten-year-old Calvin Harris x Ellie Goulding song, "Outside," where Ellie sings, “I’ll show you what it feels like.” And now, that line has taken on a life of its own.
The format is simple: someone writes on screen what a person has said they’ve never experienced. Then they lip-sync “I’ll show you what it feels like” as if to say, “buckle up.” Creators are using it to respond to statements like:
How you can jump on this trend:
Using the sound, quote something someone’s said about what they’ve never experienced. Then insert something you have done (and would probably do again). Use the “I’ll show you what it feels like” lyric as the punchline.
A few ideas to get you started:
“I’ve never had a friend who turns every situation into a LinkedIn post”
“I’ve never had a team that schedules a brainstorm for a Friday afternoon”
“I’ve never had a manager who adds ‘just a quick one’ before a 9-slide feedback bomb”
- abdel, brand & marketing executive
FOR THE GROUP CHAT
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TODAY ON THE YAP PODCAST
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ASK THE EDITOR
How can I convert people who watch my content into sales on Facebook? - Eva
Hey Eva!
Making sales from your organic content isn't something that will happen overnight. Instead, you have to put out great content that resonates with your audience on a consistent basis. But if you want to speed up the process, you might want to look at a paid campaign on Meta Ads. Just make sure you're optimising these for sales by setting up your conversion events properly!
You can run a dedicated remarketing campaign targeting your organic viewers. However, these days best practice is choosing Meta's Advantage+ Shopping Campaign option. This will broadly target a large audience, which is usually everyone in your addressable market. For this type of campaign, Meta will target your ads based on a variety of factors including who's engaging with your organic content. The platform will then deliver ads to the people who are most likely to convert. This method provides the cheapest cost per sale for most people running ads.
- Charlotte, Editor ♡
Not going viral yet?
We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.
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