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Not to state the obvious, but…

…public trust in traditional media is woefully low these days.

Now, we’re seeing a steady rise of independent creators building their own media empires. And their audiences are growing as many believe these influencers are more trustworthy than traditional outlets. Looks like people have had enough of the PR spin—they want to get their news from real humans instead.

In today's newsletter:

• Goodbye, legacy media. Hello, indie creators. (find out how influencers are shaping how we consume the news)

• Why you need to master short-form video, like, yesterday (plus 3 essential video strategies you should never ignore)

• Trend plug - Who will I be tonight?

• Ask the Editor - I want to change up my content but need some inspiration!

- Charlotte, Editor ♡

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Let’s face it: legacy media had plenty of time to course-correct, yet here we are.

Despite having long-standing relationships with audiences grounded in trust earned over decades of reporting, its decline is imminent.

Newspapers, cable news, and even big-name magazines have been bleeding out ad dollars for years. They've clung to outdated models like they’re life rafts.

And this has left them unable to take on disruptive, more agile news providers who are seemingly more suitable to the digital age.

For some, the transition to digital came far too late.

For others, the trust they once relied on has deteriorated as audiences say they have 'no confidence' in the media’s news reporting. Many people now believe news outlets to be mouthpieces for big corporate interest rather than purveyors of truth.

The younger cohort of consumers of media have turned to independent and digital media outlets, and even social media instead of websites maintained by traditional outlets, according to a Digital News Report.

The shift has been driven by a genuine desire for more accessible, informal and entertaining news formats, delivered by influencer types as opposed to journalists.

[Keep reading]

-Sophie, Writer

Why You Need to Master Short-form Video, Like, Yesterday

Together with The Cohort

It's no secret that video content rules the world right now.

Over the last few years, we’ve watched it go from a nicety to an absolute must-have for brands looking to keep up.

Short-form video, or video content that lasts 30 seconds or less, has rapidly become one of the most popular forms of content on social media.

It's a way to communicate with your audience that’s both quick and easy to understand.

According to HubSpot research, 80% of marketers that utilised video saw increased sales. If you want to reach your audience where they are online, short-form is one of the best ways to do so.

If your brand isn’t on board yet, I’d say it’s high time to do so, or risk being left behind.

But, why does short-form video have us all in a virtual chokehold?

There’s a reason such a thing as a 'scroll-hole' exists. And it’s usually not because of static imagery. Again, no offence, there’s still value in such content.

However, short-form video is basically a dopamine jackpot. These little clips are fast, engaging and feel endlessly fresh – exactly what today’s overstimulated audience craves.

[Keep reading]

-Sophie, Writer

Trend Plug - Who Will I Be Tonight?

Pharrell Williams' 'Double Life' from Despicable Me 4 is giving TikTokers the perfect sound to show off two sides of their personalities.

The trend plays on the track’s theme of dual identities, letting creators and brands alike reveal different sides of themselves in a fun, swipeable carousel.

These carousels start with a photo and the text, 'Who will I be tonight?' Then, as viewers swipe, they see two silhouettes, each representing a different personality side.

Examples we've seen include 'books, podcasts, kindle vs. straight TikTok' and 'independent, focus on me, heartless vs. i need a bf.'

How you can jump on this trend:

Upload a photo of yourself with the text 'Who will I be tonight?' Follow with the blank silhouette image (see here) labelled, 'That’s the question.'

Add contrasting text to show two distinct sides of yourself or your brand, like work vs. play. Include a few keywords in your onscreen text to boost reach with audiences interested in similar vibes.

A few ideas to get you started:

• Data-driven, tracking conversions like a pro vs. Big-picture creative, focusing on brand voice and story

• Bold colours, high-energy graphics vs. Minimalist design, clean lines

• Strategy-focused, planning out every detail vs. Spontaneous, rolling with trends as they come

-Abdel, Social Media Coordinator

Today on the YAP podcast…

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

Ask the Editor

Q - I want to mix up my content but I'm lacking inspiration. Any ideas? -Nat

Hey Nat!

I totally get being in a rut, but thankfully, you can find inspiration pretty much everywhere. The key is taking it from content that has actually performed well rather than content you just think is cool.

So take some time to intentionally scroll through the platform you're going to be posting on. Look for pieces of content that worked well (psst--these don't have to just be from brands in your industry).

Think about how you could put your own spin on these concepts so they suit your brand and message. You may find 2–3 pieces of content that you want to remix into an idea of your own. If you're doing this, just be clear about what elements you're taking from each one.

When you're creating content from source material, the key is to make your execution as close to the source material as you can. Pay attention to pacing, use of onscreen text, visual style, music, hooks—because each of these contributes to a piece of content's overall effectiveness.

And if you don't get the numbers you want, take that feedback as data and try again!

- Charlotte, Editor ♡

For the group chat

😲WTF: this guy really walked across America, BAREFOOT
❤How wholesome: baby fever TO THE MAX
😊Soooo satisfying: who’s got the link to this shovel? 
🍝What you should make for dinner tonight: SHEET PAN MOROCCAN CHICKEN

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