Wait, you’re not posting and ghosting, right?

Because just putting out content isn’t enough to build a community around your brand.

You have to actually, like, interact with your audience. And the best way to do this consistently is to have a community management strategy. But don’t worry—if you don’t have one yet, today you’ll learn how to create one!

In today's newsletter:

• 5 steps to creating a community management strategy

• Our fave Super Bowl ad teasers this week

• Trend plug - Breaking news

• Ask the Editor - I’m busy running my business. How do I find time to make content?

- Charlotte, Editor ♡

If you're serious about building a community around your brand, posting content alone isn't going to cut it.

Social media is all about creating meaningful connections between your brand and your audience.

And this is why you don't just need a posting strategy--you need a community management strategy.

Community Management cultivates relationships and drives trust, loyalty and love for your brand.

When done right, community management fosters engagement and creates a space where your audience feels genuinely connected to each other and you.

So, if you want to build relationships that will last, Community Management has to be part of the equation.

Here are 5 steps to creating a community management strategy for your brand:

1. Define your goals

Before diving in, define what you want to achieve with community management.

Are you looking to build brand awareness? Strengthen customer relationships? Gather valuable feedback?

Clear, specific goals will help shape your strategy and give you measurable benchmarks for success.

[Keep reading]

-Jess & Brooke, Community Managers

Our Fave Super Bowl Ad Teasers This Week

The Super Bowl ad hype continues, naturally.

So, here are three more of my top ad picks (since like, my opinion clearly means everything to you, my sweet, sweet reader).

ICYMI, Last week we saw Bud Light’s attempt at redemption, Doja Cat’s latest chaotic Taco Bell cameo, and Nick Offerman surveilling Pringles.

Now, a new wave of teasers is here to keep the momentum going as the event quickly approaches.

Which I almost can’t believe. I feel like I was writing about last year's Super Bowl 0.5 seconds ago – blink and you’ll miss it amirite?

So, here are 3 more ads to watch out for next week:

1. Uber Eats gets the "We Listen and We Don't Judge" treatment

The food delivery app is tapping into TikTok’s viral “We listen and we don’t judge” trend with a star-studded Super Bowl spot.

The teaser features Charli XCX and Martha Stewart, with the full ad set to include none other than football daddy Matthew McConaughey.

Uber Eats has a solid track record of using humour and cultural moments to make an impact (remember the “Uber Don't Eats” campaign?). With this one, they’re clearly betting on internet meme culture to do the heavy lifting.

2. Drew Barrymore & Orlando Bloom set sail for MSC cruises

In a first for MSC Cruises, the brand is making its Super Bowl debut with an ad featuring Drew Barrymore and Orlando Bloom.

The teaser is as camp (and kind of cringe) as you’d expect—Barrymore delivers a Madonna-inspired rendition of Holiday while onboard one of MSC’s massive ships.

Cruise lines rarely go big for the Super Bowl, so this move is a clear signal that MSC wants to make waves (literally). With travel back in full swing, this could be a clever play for the brand to capture attention and book future voyages.

3. Coffee Mate calls in Shania Twain

Nestlé-owned Coffee Mate is bringing That Don’t Impress Me Much energy to the Super Bowl with its first-ever big-game spot. And who better to lead the charge than country music icon Shania Twain?

The teaser is light on details, with little to go off but a TikTok posted by Twain herself, singing the brand's original song about the joys of using cold foam??

But with Twain’s legendary status and a brand that’s already a morning staple, this could be a surprisingly fun entry into the Super Bowl ad arena.

We’ll definitely be watching come 9 February. And if you’re a marketer, you should be too.

-Sophie, Writer

Trend Plug - Breaking News

This trend pokes fun at those ridiculous Daily Mail-style headlines by turning small, awkward moments into front-page scandals.

Using the CapCut template, along with the eerie music that plays, creators are transforming their personal mishaps into fake news bulletins, making trivial drama feel like a national event.

For this trend, TikTokers are dragging themselves in the funniest way possible, turning everything from being hospitalised after believing words out of a male's mouth to getting beat up for not getting your partner Taco Bell into breaking news.

The more exaggerated, the better.

How you can jump on this trend:

Use the CapCut template and this sound create your own ridiculous headline. The key is pairing a small embarrassment with a headline that sounds way too serious. Dramatic stares into the distance are encouraged.

A few ideas to get you started:

• "Man hospitalised after using the word ‘mate’ at the end of a professional email."

• "Influencer in shock after queueing for 45 minutes, only to order the wrong coffee."

• "Woman left shaken after accidentally calling her boss ‘mum’ in a meeting."

-Abdel, Social Media Coordinator

Today on the YAP podcast…

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

Ask the Editor

Q - My best friend and I just started a cake decorating business. Just wondering how we're meant to find time to create content when it's just the two of us? - Charne

Hey Charne!

This is such a common struggle for small businesses, and there's no silver bullet. Creating content does take time. But the best thing you can do to create content at scale is to have a system to help you get it done.

For example, you might decide you're going to spend 1 day a month bulk creating 4 weeks of content. So you'd mark that day on your calendar, work out how many hours you need for filming vs. editing, then just stick with it.

When you can afford it, you might want to look into getting a freelancer to help you with this. Eventually, your time will be better spent developing your business.

So if you can outsource some content creation, you'll likely get a better result and free up your time to do other things. But in the meantime, create a system then just be consistent. That's really all there is to it.

- Charlotte, Editor ♡

For the group chat

😲WTF: What’s on Mars??
✨Daily inspo: it all works out for the best
😊Soooo satisfying: Guess the mixed colour
🍝What you should make for dinner tonight: Viral pasta bake!

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