Selena Gomez has just become one of the youngest self-made billionaires.

Between building a decades-long acting career, winning 2 Grammy nominations, and launching a beauty brand, the girl’s been busy.

But the secret to her success isn’t just hard work and determination. She’s built her personal brand by sharing the good, bad, and ugly moments of her journey. And, in return, her audience has given her their undying support (and also their $$$).

In today's newsletter:

• How Selena Gomez's personal brand made her a billionaire (it’s why her audience absolutely adores her, no matter what she does)

• Are bushcraft creators the remedy to the masculinity crisis? (find out why this niche is becoming an online safe haven for men right now)

• Trend plug - All about that pixie cut

• Ask the Editor - How can I come up with new ideas for relatable video content?

- Charlotte, Editor ♡

p.s. Hey can you please take this 30-second survey? We want to understand YOU better so we can keep improving YAP 👇👇👇

Gotta keep an eye out for selenerrrr 👀

You may have heard that she’s the latest celebrity to achieve billionaire status.

Despite having a very successful career as an actress and singer, the 32-year-old has built her empire through a mix of businesses, each of which leverage her talent and hundreds of millions of adoring fans.

Turns out, that's a pretty effective strategy. Because it's turned her into a multi-faceted businesswoman and one of America's youngest female self-made billionaires.

Many celebrities revel in their fame and stop there. But Selena is an excellent example of using a successful personal brand to build wealth in other areas. Over the last several years, she's used her influence and expertise to do good and create good business.

Real and Rare.

From running out of gas, to Barney and Disney actress, to beauty billionaire – Selena's story is one of perseverance and authenticity. So much so, that authenticity has become a major pillar of her personal brand and a driving force for her.

[Keep reading]

-Sophie, Writer

Are Bushcraft Creators the Remedy to the Masculinity Crisis?

Men used to hunt woolly mammoths. Now they smoke blueberry vapes and use therapy speak.

We’ve all seen memes with a similar sentiment to this.

And while it’s always funny to poke a little fun, there’s something pretty dark underlying these jokes.

It’s no secret that we’re experiencing a masculinity crisis.

And I don’t mean in a traditional 'have muscles, ignore feelings' sense – no one misses that.

But whether you look at education or the labour market – or addiction and suicide rates – it becomes increasingly obvious that it’s not painting a pretty picture for our men at the moment.

Worrying about the 'state of men' is not new. However, now we have actual data showing that men do seem to be in a real crisis. Our social structure, work structure, and economy have all drastically changed over the past 30 to 40 years.

And that of course changes the way people, namely, men, fit into the world.

Then there’s this generalised resentment men experience post-third wave feminism that exists online. It spouts this kind of uncritical form of man-hating and misandry. You know, where it’s ‘cool’ to be like: men are trash, men suck, someone’s dusty son this, put them all on an island that.

This begs the question, where online is a safe space for men?

Enter, bushcraft creators.

[Keep reading]

-Sophie, Writer

Trend Plug - All About That Pixie Cut

Today’s trend features a conversation between a man and a woman who are discussing the lady's new hairstyle.

The man is guessing that she got either box braids or a forty-inch buss down at the salon. To his surprise, she says she got a pixie cut. As soon as he hears that, he goes crazy with excitement (apparently he has a thing for pixie cuts)!

Now, TikTokers are using the audio to display their love for something niche or unexpected. We've seen this used in the context of sports, like guessing if they play football or basketball, then being blown away when they say they do both.

We've also seen food-related videos, like guessing whether someone's toast has strawberry jam or just butter, only to be impressed when the response is Biscoff spread (yum).

How to jump on this trend:

Hit this sound, lipsync to the conversation, and add onscreen text describing what question and answer would get that response from you.

A few ideas to get you started:

• Do you use Capcut or iMovie? No, I use Premiere Pro.

• Are you targetting millenials or Gen Z? No, niche micro-communities.

• Do you prefer PowerPoint or Canva? Neither, I use Adobe.

-Abdel, Social Media Coordinator

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Ask the Editor

Q - I really have trouble coming up with original content ideas. I want to make relatable and engaging video content but I can never think of new concepts to try. Please help. - Jaden

Hey Jaden!

One of the biggest misconceptions we have around making content is that it needs to be original. But if you think about the content you watch, everything is a combination of other content that's already been made.

Once you understand that everything is a remix, it makes coming up with ideas so much easier. As you scroll through your feed, you might find one video that you want to copy in terms of the format. Then, you might find another one that uses the same pacing you're going for. Then, you might come across a third one that perfectly executes on the visual style you want to create.

Yes, your content will be 'original,' because it will be a unique blend of those 3 pieces of inspiration. But once you look at it this way, you'll never feel like you have to start from scratch. 

Looking for source material before creating your own content can also give you an indication of whether your idea will work. If you are modelling your video after one that got 1 million likes, if you pull it off, you have a decent chance of your version doing well, too.

- Charlotte, Editor ♡

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