Duo, the Duolingo owl, has always been a bit unhinged.

So when a bunch of Duo’s showed up at Charli XCX’s Sweat Tour last week, we shouldn’t have been too surprised.

And the stunt clearly got the attention the brand hoped it would. The moment went viral and Charli even gave the owls a shoutout from the stage. I guess, just like Kamala, Duo is brat.

In today's newsletter:

• Duolingo owls take over Charli XCX concert (now THAT’s guerilla marketing done right!)

• How to create content that makes your audience tune in—not tune out (plus why targeting demographics alone ain’t it)

• Trend plug - Trump spills the tea

• Ask the Editor - As the only content creator on my team, how can I be visible on all platforms?

- Charlotte, Editor ♡

p.s. NEW SECTION ALERT!! Scroll on down to see a wrap-up of our fave things from around the internet today xoxo

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Duolingo and Charli XCX are two of the heavyweight champions of marketing strategy.

So, it only makes sense their paths would cross eventually, like two glowing meteors in the night sky.

However, I can’t say I expected an army of Duolingo owls in Brat t-shirts attending Charli and Troy Sivan’s Sweat Tour in Detroit last weekend.

The twenty-something Duo birds were actually employees of the language-learning app. And they were executing a guerrilla-style marketing stunt that has since generated notable buzz online, of course.

It’s no secret that Charli XCX’s album quite literally took over the internet a few months ago, creating the viral phenomenon we’ve come to know as ‘Brat Summer.’

So Duolingo decided to create a little Brat moment of their own!

Hundreds of fans took to social media to flood platforms with videos of the concert. But the most viral video wasn’t of any of the artist's certified bangers.

No, it was Duo (or, the multiple Duos) that stole the show.

[Keep reading]

-Sophie, Writer

How to Create Content That Makes Your Audience Tune In—Not Tune Out!

Sometimes I feel like being online is the equivalent of being screamed at by a million people all at once.

Oh wait, it is.

Not only do we have our peers’ content flashing through our TL, there’s also the work of content creators, businesses and, of course, ads.

SO MANY ADS.

As far as how many ads we consume in a day, the internet has been divided. I've heard rumours that the number is in the thousands – which is absurd. However, that myth has been debunked, with the real number sitting around 130 (still a lot!!).

And what happens when we see so many ads, day in and day out? We start to tune them out, which means those ads become much less effective.

For us digital marketers, that means pumping out hundreds of adverts a week simply won’t cut it anymore.

To be honest, it will likely end up having the opposite effect. Bombard your consumers, and they'll either develop a blindness to your ads, or you'll annoy them so much, your brand's reputation will suffer.

But if that’s the case, what’s the balm?

To capture your audience in a meaningful way, the quality and relevance of your brand messages are crucial.

[Keep reading]

-Sophie, Writer

Trend Plug - Trump Spills the Tea

Here we are again using ANOTHER moment from the Trump vs. Kamala debate.

The clip we're using this time is of Trump saying that Kamala has a plan that's, 'like 4 sentences, like run Spot run.' While saying this, he kind of speaks like a teenage girl spilling tea, and the world of TikTok has run with it.

Now, creators are using the audio to spill their own hot tea. Some examples are, 'me updating twin on the girl we mutually hate' and 'me giving my mom the tea when I get bored.'

How to jump on this trend:

Simply, lip-sync to the audio, either by yourself, with a phone in hand, or another person. Then, use onscreen text describing a situation where you're gossiping to someone (this should be pretty easy).

A few ideas to get you started:

• When my work bestie gets back from holiday and the tea is HOT

• Me gossiping to the intern because I know they won't stop me and I can talk forever

• When somebody asks how work is going and now I'm in a 2-hour rant

-Carter, Intern

Today on the YAP podcast…

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

Ask the Editor

Q - I'm in a small team and am the only person creating content. How do I balance being visible on all the platforms when I have such limited time? - Isaac

Hey Isaac!

If you're one person trying to be on 'all the platforms,' you're going to spread yourself way too thin. Instead, think about 1 or 2 platforms where you think you can be most effective, then focus on those.

This will come down to a few things. First, where is your audience? Next, what kind of content can you produce at scale? For example, if it's written content, you might gravitate toward LinkedIn. If you're comfortable with video content, TikTok or Reels may make more sense for you.

Where you decide to focus will also depend on the type of business you're in. If you're a B2B service, LinkedIn is a great place to be. If you're a local brick and mortar business, you might find a lot of success being active in local Facebook groups.

You're much better off spending quality time connecting and building community with people on 1 or 2 platforms than trying to post everywhere but not actually interacting with anyone in a meaningful way.

- Charlotte, Editor ♡

For the group chat

😲WTF: Wait, how did that hole in the ceiling get there??
❤How wholesome: I’m not crying. You’re crying.
😊Soooo satisfying: Who knew kinetic sand could sound this good?
🍝What you should make for dinner tonight: Cheesy chicken taquitos—YUM

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