What if you could skip the painful 1st date…

…and jump straight to the 2nd one instead?

Not only is Bumble in the news for their not-so-well-received recent ad campaign. The app’s also reimagining online dating, and apparently AI bots are the answer.

In today's newsletter:

• Is Bumble’s AI concierge the future of dating? (plus how brands may harness this power in the future)

• When an unlikely partnership just works (and how leaning into a perceived weakness can be a strength)

• Trend plug - Certified haters, rise up!

• My audience isn’t doing what I want (how to get them to take action)

- Charlotte, Editor ♡

Wow, Bumble’s been busy the last few weeks. Yesterday we talked about how they’re facing an onslaught of hate after their most recent ad campaign.

But that’s not the only reason the dating app is making headlines.

[Fair warning: this story is NSFB (not safe for bots).]

It sounds dystopian, but AI digital replicas may be the future of interactions with people and brands online.

Bumble founder Whitney Wolfe Herd recently posed a future for online dating many have compared to an episode of Black Mirror.

In a Bloomberg interview, she said soon, users may be able to talk to an AI "dating concierge" about their insecurities when dating. Not only that, but they'll be able to get help on tackling those insecurities, too.

Beyond that though, she figured one day your concierge could be a digital replica of yourself who "dates" other concierges. And, when one of those dates goes well, your concierge could match you up with the human behind it.

So... Black Mirror, huh?

Let's just breathe for a moment. If AI digital replicas do become a reality, we're still a long way away from it being normal.

[Keep reading]

-Devin, Copywriter

When an Unlikely Partnership Just Works

Martha’s got The Tea.

It’s sweet. It’s iced. And she didn’t make it herself...?

That's right, the unofficial queen of DIY is the face of Pure Leaf tea's new campaign. And she's saying you should ditch the homemade iced tea.

The “Don’t Do It Yourself” campaign encourages you to free up time for other hobbies by skipping out on making your iced tea from scratch. Just drink theirs instead, which apparently tastes just as good as the real thing.

The hilarious campaign highlights all the hobbies you'll have time for once you stop making your own tea.

I mean, did you ever think you’d see Martha Stewart playing ‘Still D.R.E.’ by Dr. Dre & Snoop Dogg ON THE HARP?

Neither, but here we are.

I also never thought I’d see her crafting a chair with a chainsaw.

But alas, you can see it all in this campaign!

[Keep reading]

-Sophie, Pop Culture Queen

Trend Plug - Certified Haters, Rise Up!

It’s the beef that never stops giving--the rap feud between Kendrick Lamar and Drake.

Kendrick’s diss song, “Euphoria,” has yet another excerpt that has all the TikTokers hyped.

This trend originates from the renewed rivalry between Kendrick and Drake, sparked by Drake's recent playful jab at Kendrick. Kendrick's retaliatory track, especially the line, "Let me say I’m the biggest hater," has emerged as a popular choice for expressing frustrations on TikTok.

How you can use this trend:

Right now, creators on TikTok are jamming out to the track and letting loose about what's bugging them. It's like a virtual therapy session. So go ahead and join them! Air your own grievances and find solidarity in shared annoyances.

For example:

• Point out that you found your new hater anthem (like this)

• Show off a hater habit you have (like this)

• Display your jealousy for things you want in your life (like this)

-Abdel, Social media coordinator

Tune in to the YAP Podcast

Got FOMO?

Listen to our YAP Podcast Tuesday - Saturday, where Stan & Jony break down the videos that are blowing up on social media. Not only will you learn why they work, but we’ll tell you how to capitalise on these trends before they disappear.

Watch the full podcast here and subscribe to the YouTube Channel so you don’t miss an episode.

Ask the Editor

Q - I'm posting quite a lot of reels on Instagram but no one is downloading my lead magnet from them. What am I doing wrong? -Stella

Hey Stella,

The problem could be that your audience is confused about what you want them to do. If you're trying to get them to comment an answer to a question, share your content, and sign up for a free resource, that's too many actions. 

Instead, think about the one thing you want them to do.

For example, if your goal right now is to grow your audience, getting them to follow you should be the only think you ask them to do. Later on, once you've got a solid audience, you can ask them to share your content or download a resource.

The key is to only tell people to do one thing at at time. If you do more than that, you'll lower your chances of them doing anything at all.

- Charlotte, Editor ♡