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The world needs more stuffy, buttoned-up brands.

Said no one, ever.

Consumers are no longer looking for perfectly polished brands who can’t stop talking about how great their ‘solution’ is. Now, consumers want to connect with brands that are authentic, relatable, and (most importantly) share their values. Today, you’ll learn 7 ways to make sure you’re on the right side of this consumer shift.

In today's newsletter:

• 7 Shifts in B2B marketing you need to understand (plus how you can stay ahead of the curve in 2025)

• 4 tactics you can steal from Kitsch's social media strategy (find out how they won in the crowded beauty space)

• Trend plug - OH SHOOT! I FLIPPED THE CAMERA

• Ask the Editor - How do I move beyond just posting trend content?

- Charlotte, Editor ♡

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7 Shifts in B2B Marketing You Need to Understand

Today I came across a post by Niall Ratcliffe, CEO of creative agency Noticed, that spoke about the changing landscape of B2B marketing.

In Niall’s experience, three years ago, B2B marketing was a 'tick-the-box' game: have a website, throw up a few funnels, send some emails.

Nothing too fancy. You could go home, kiss your wife and forget about it all until the next day.

But now?

Those tactics are about as effective as leaving your business cards at the bus stop.

And I’d have to agree - today’s B2B buyers are tired of generic, overly polished, impersonal messaging.

Like most consumers now, they’re looking for genuine, relatable brands that aren’t just pushing products. They're transparent, engaging, and human.

In other words, the new B2B landscape is demanding something far more real. So, what changed? And how do we keep up?

1. Corporate jargon ➡ personal connection

Then: Communication from brands was filled with corporate lingo and buttoned-up tones.

Now: Buyers want to connect with people, not brands, leaving room for a more informal take.

Take Gong, the revenue intelligence platform. Instead of feeling like another CRM, Gong’s social channels are full of real voices from employees, salespeople sharing insights, and relatable tips.

The result? They come off as people who actually get sales, not just a brand selling a tool for doing so.

[Keep reading]

-Sophie, Writer

I recently fell victim to aggressive e-commerce marketing.

The crazy part is, I didn’t even realise until I had hit the 'place order' button.

As a marketer, writer in the industry and researcher of trends, I like to think I’m above such manipulation.

But alas, no one is safe. And some brands just know how to get ya.

Kitsch, the beauty brand, told me I HAD to make the switch to shampoo and conditioner bars. And aware or not, I so willingly complied.

When it comes to turning modest beginnings into a global beauty and accessories powerhouse, Kitsch is the brand to watch.

Founded in 2012 by Cassandra Thurswell, the brand is a mega success story in the e-commerce landscape, reaching over 27,000 retail locations globally.

But don’t mistake this in any way as a stroke of luck. Kitsch’s razor-sharp strategy, customer-first mentality, and expert command of digital marketing all play a huge part in the business's growth over the last decade.

The beauty sector is grossly oversaturated and notoriously hard to break into. So, what is Kitsch doing that other brands aren’t? And how can you steal, I mean borrow, from their playbook?

[Keep reading]

-Sophie, Writer

Trend Plug - OH SHOOT! I FLIPPED THE CAMERA

This trend appeared out of thin air just last week, and has completely taken over TikTok.

For this trend, people are filming something in front of them while having an on-screen text of advice for others.

Then, they 'accidentally' switching the camera onto themselves, revealing they're the ones giving the advice because it's something that benefits them. When the trend first started it was mostly used in the POV of animals. 

Some examples we've seen are, 'fellas we have to start unfollowing any female that isn't our girl...' (camera flips to show a girl talking) or 'let's normalise not owning orange cats....' (camera flips to show an orange cat talking).

How you can jump on this trend:

Using this sound, film literally anything using your back camera while having an OST of something you want others to start doing. Then 'accidentally' switch to the front camera and have an OST of something like 'oh shoot.'

Make sure to watch the examples to further understand how to execute the trend.

A few ideas to get you started:

• 'Attention all bosses, we should give all our employees 10k bonuses for the holidays' (said by an employee)

• 'Attention all clients, we should let our account managers run our brands entirely and stop giving them edit after edit' (said by an account manager)

• 'Attention all employees, we should all come in to work on the weekend to get ahead for next week' (said by a business owner)

-Carter, Intern

Today on the YAP podcast…

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

Ask the Editor

Q - I've been creating trend content on TikTok for a few months but am ready to branch out. What should I try next? -Gabi

Hey Gabi!

Sounds like you're already fairly comfortable creating and posting content, so your next step should be coming up with a content series that makes sense for your brand.

This could be something like daily vlogs, especially if there's a significant event coming up in your business. For example, Day 1 of getting ready for my product launch or 30 days until I run my first corporate event solo.

Another series idea could be around little known facts in your industry. For example, DIY hacks, things you wish you knew 5 years ago, or answering questions from your audience.

If you’re stuck for ideas, spend some time on TikTok looking at what other series are getting good engagement. Then, think about how you could remix those concepts for your own brand. Once you decide on an idea, be ready to adapt it as you get audience feedback!

- Charlotte, Editor ♡

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