Ok, who’s already slacking on their New Year’s resolutions?

If “January 14” You is looking a little different than “January 1” You, no judgement here.

But if you had great expectations for growing your social accounts in 2025, we have good news! You’re about to get 5 practical tips to help you start building your personal brand. Because if you want to start making progess on that goal, you have to actually get started.

In today's newsletter:

• 5 Tips for building your personal brand this year (find out what we can learn from some of the OG personal branding experts)

• Why the TikTok case isn't just about TikTok (here’s what this decision means for the future of social media)

• Trend plug - Cause they my shoulders?

• Ask the Editor - How do I build my podcast audience on social media?

- Charlotte, Editor ♡

5 Tips for Building Your Personal Brand This Year

It's 2025, and you've set yourself a resolution to boost your personal brand.

But the thing is, you don't know where to start.

I get it.

So that's why we're turning to the absolute OG experts in personal branding (arguably) to steal their tips for success.

You might've guessed it (you might've not)—but today we're looking at celebrity chefs and lessons we can learn from their approach to brand building.

So, here are 5 tips you can steal from their brand playbook to help you start building your own.

1. Define your purpose (early)

From the most famous celebrity chef you can think of to a successful TikTok home cook, every food creator has something that drives them. This gives viewers a reason to tune into their specific content.

Think about it.

Gordon Ramsay's meaning is a commitment to excellence. Anthony Bourdain's meaning was to try everything. Nigella Lawson's meaning is to make delicious cooking and hosting easy, combining sophistication with comfort.

So find your meaning first, then make sure all your branding decisions align with it. This means focusing on planning and finding your clear brand message right at the start.

[Keep reading for tips 2-5!]

-Maggie, Copywriter

Soooo, maybe TikTok should be banned?

Hear me out.

I’m going to, for a second, be that toxic dude at the bar and play devil’s advocate.

Because this case is about way more than your next viral challenge.

It’s a high-stakes drama starring free speech and national security, with billions of swipes, scrolls, and US dollars on the line.

With great virality comes great responsibility.

And TikTok’s ties to China have more than a few people in Washington sweating.

The concerns aren’t without merit. TikTok collects vast amounts of user data, from location tracking to browsing habits. It’s the kind of information that’s catnip for anyone looking to influence public opinion or engage in less-than-savoury activities.

The FBI and other agencies have flagged these risks, prompting calls for an outright ban.

And yet, many argue that pulling the plug on TikTok would amount to censorship on an unprecedented scale.

Begging the question, what’s more important? The first amendment? Or national security?

[Keep reading to find out why this case is bigger than TikTok]

-Sophie, Writer

Trend Plug - Cause They My Shoulders?

Today's viral sound originates from a hopecore edit of the YSL Rico trial, where YSL member Woody is asked a series of overly obvious or seemingly pointless questions.

The line, "Why did you shrug your shoulders?" followed by "Cause they my shoulders?" has become the internet’s way of owning ridiculousness with confidence.

Creators are jumping on this sound to clap back at dumb questions in the most literal, no-nonsense way possible. Examples are ranging from hitting back at silly questions like "Why are you always in your room?" to "Why do you think everything is funny?"

How you can jump on this trend:

Using the sound, think of a silly question and use this as your OST. Video yourself reacting to it with a confused face. Then, use OST to describe your answer. Lip-sync the line "Cause they my shoulders?" and you’re good to go.

A few ideas to get you started:

• "Why you repost this?" "Cause it's my repost button"

• “Why do you post 7 Stories a day?” "Cause it's my life"

• “Why are you obsessed with AB testing?” "Cause they're MY clients"

-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’m starting a podcast and I want to market it the best way possible so I connect with the right people and build an authentic and organic community. Any tips? - Ash

Hey Ash,

Congrats on your new podcast! Exciting times ahead. Starting a new social account from scratch can be daunting! It's good to keep in mind that it usually takes some time for your content to find the right audience. But if you are putting out high quality content, it will eventually find them.

It's also good to keep in mind that an engaged, niche audience is often far more valuable than a large but unengaged one. All that to say, I'd focus on interacting with the followers you get as much as you can.

Nurture your new audience, ask for their feedback, and give them plenty of opportunities to interact with you. This will give you the best insight into the kind of content your target audience is interested in.

Lastly, for some really practical tips, check out How to build your social accounts from zero. Good luck!

- Charlotte, Editor ♡

For the group chat

😲WTF: LA’s Insurance CRISIS
❤How wholesome: “Sit here if you’re having a bad day”
😊Soooo satisfying: Lawn mowing 🌳 
🍝What you should make for dinner tonight: Greek meatball & halloumi bowl

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