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- Your ATTN Please || Tuesday, 24 June
Your ATTN Please || Tuesday, 24 June
Impressions don’t mean anything if no one gives a sh*t.
For years, marketing success has been measured in reach (naturally). The bigger the number, the better the campaign. Impressions. Views. Eyeballs. Even the word "exposure" has been dragged into PowerPoint decks like it still means something in 2025. But if you have 10 million impressions but no one interacts, remembers, shares, builds on it, or cares… what was the point?
-Sophie Randell, Writer
WHAT’S HAPPENING IN MARKETING TODAY?
Ozzy’s getting cloned, The chopped man epidemic is that deep & Tinder creates edible “RelationChips”
Ozzy Osbourne sells his DNA on Liquid Death cans.
Uhhhh, pause. That sounds, concerning… Thankfully the Prince of Darkness has only drunk from the cans. Ozzy has once again teamed up with Liquid Death to sell empty iced tea cans he’s drunk from, then signed and crushed, all for the mere price $450 apiece. The campaign's 1-minute spot shows the process by which Ozzy’s DNA is collected, so that in the future, you can clone him:
"Once technology and federal law permit, you can replicate Ozzy and enjoy him for hundreds of years into the future.” Unfortunately, if you were planning on making more Ozzys, you’ve missed the boat. The limited supply run (10 to be exact) have now sold out.
The "Chopped Man Epidemic" is another sign of how our expectations around gender roles are being rewritten in real time.
If you’re currently facing chopped allegations, I’m so sorry, RIP. They’re notoriously hard to come back from and I imagine feel like the whole world falling apart (couldn’t be me though hehe.) But what does it really mean to be "chopped"?
Well, just ask TikToker Stella, who posted about the chopped man epidemic a few weeks ago. And while her video caused a surge of backlash, it also sparked thousands of comments of women agreeing with her about the declining state of manhood. This trend represents something deeper: women calling out the lack of effort from their male counterparts, something we are only realising because it’s being communicated through social media.
Think about all the viral videos you see of men acting problematically. Grooms smashing their wedding cakes “as a joke” while their brides are visibly mortified. Publicly humiliating their girlfriends, again “as a joke.” Dads being aggressively disappointed at gender reveals when it’s a girl (and an honourable mention to JB slamming a door in Hailey's face.) I guess this is an example of how trends carry important social commentary where call out culture turns quiet frustration into collective power. And the girlies aren’t going down without a fight.
Tinder launches RelationChips.
I recently wrote about the brand’s push to dispel the horny app allegations. Now, it seems it’s taken it one step further to prove that love can be, and is found on Tinder. Apparently, a new relationship starts on Tinder every three seconds, which is about the same amount of time it takes to eat a potato chip. Thus, introducing the RelationChip, a sweet and spicy snack – which will be available for free – and include a QR code that gives the snacker one free week of Tinder gold. Cute!
-Sophie Randell, Writer
DEEP DIVE
The new ROI: return on involvement?
Let’s talk about ROI. No, not Return on Investment but Return on Involvement.
What do I mean by that?
Well, it’s simple. Instead of asking “how many people saw this?” ask “Did anyone do anything with it?” Did it spark a reaction? A reply? A remix? Did someone forward it, duet it, build on it, save it for later, share it in the group chat, or actually change something because of it?
We’re moving from passive impressions to active participation. The most valuable brands today are used, lived, played with, and co-owned. Not just seen for the sake of being seen.
What does “involvement” look like, you ask?
Spotify Wrapped. Probably one of the best examples. Every year, it gets shared in millions of stories, turned into memes, and probably starts countless arguments.
Canva makes you feel like a designer, even if you’re not. It empowers creativity and makes people proud to put their name on it, sparking recommendation and repeated use.
Lego Ideas lets fans submit and vote on new Lego sets. People literally help design the product. That’s ROI in full technicolour, baby.
Letterboxd transformed film-watching from a solo experience into a social ritual. Instead of logging films, fans can write mini essays, rank, comment, debate, and connect through shared taste. It’s literally a culture built on involvement.
BeReal (in its early heyday) offered a raw, lo-fi way to participate daily, pushing people to contribute something in the moment instead of passively scrolling.
All of these go beyond exposure. They create engagement with depth.
How to start measuring engagement differently:
Involvement isn’t always easy to quantify, but here’s where to look:
Saves and shares > likes
Remixes, duets, stitches, re-creations
Referrals from people who actually used it
Comments with thought > comments with emojis
Clicks on “try it,” “build your own,” or “customise”
Ideas or content your audience initiates, not just reacts to
You don’t need to throw out your dashboards. Just layer in deeper signals. Start asking: “Did this make someone feel something enough to act?”
Easy enough in theory, but how on earth do you actually build a brand that fosters involvement?
First things first, it’s not about slapping a comment section on your content and calling it a day. It’s about building a brand that people want to participate in because it feels rewarding, personal, and fun.
Give people something to do, not just see.
Think beyond the scroll. What’s the action you’re inviting? Remix this? Build your own? Vote, test, stitch, rank, respond? Good content ends in a tap. Great content starts a chain reaction.
Ask yourself: what’s the smallest creative action someone could take here?
Create tools, not just stories.
Stories entertain. Tools empower. Whether it’s a template, a prompt, a quiz, a decision-helper, or a remixable format, give your audience something they can take, use, or personalise.
Think: “Steal our strategy” content instead of a “look what we did” case study.
Co-create instead of broadcasting.
Involvement means making space for other voices. Invite people behind the scenes. Feature them in your content. Let them vote on what you make next. Let them shape the brand.
If you want loyalty, let them help build it.
Build for depth, not just width.
Sure, reach is nice. But involvement often starts small. A 100-person Discord full of superusers can have more impact than 1M passive followers. Focus on community chemistry, not just scale.
Ask, are we nurturing the interaction or just chasing visibility?
Celebrate the audience, not the brand.
Remember, you’re not the main character, they are. Make them feel smart, creative, in-the-know, powerful, like they belong, and they matter.
Think: “look at what our community did” not “look what we made.”
It's time to stop asking, “Did they see it?” and start asking, “What could they do with it?” In 2025, impressions don’t quite hit like they used to. Involvement, however, is priceless.
-Sophie Randell, Writer
TREND PLUG
Who said that?
This one’s built around a super specific audio, an echo-ey bell that rings in the distance.
It's specifically used after an intrusive thought, followed by a shocked, “Who said that?” Think: things you do believe but would never say out loud (until now, with plausible deniability). This trend just kind of appeared and snowballed because it’s that relatable, although the first one I saw was from user @piink.mango with her video amassing over 30M views!
Creators are using this trend to say something a little too real, then spin around pretending they didn’t say it. It’s funny because... well, they did. Examples include:
The comments play along, saying things like “damn the wind’s getting bold these days” or “I felt that breeze, too.”
How you can jump on this trend:
Say the thing you’re too scared to admit. Turn your head dramatically. And let the audio do the gaslighting.
A few ideas to get you started:
“Is he a marketing expert or did he just go viral once?”
“Is he an entrepreneur or just unemployed with Canva?”
“Is it brand building or do I just like hearing myself talk online?”
“Is she building a personal brand or just trauma-dumping in a neutral tone?”
- abdel khalil, brand & marketing executive
FOR THE GROUP CHAT
😲WTF: Hot Air Balloon Tragedy 💔
❤How wholesome: almost forgot this was the whole point
😊Soooo satisfying: Cutting glass fruit
🍝What you should make for dinner tonight: Crispy Chicken Burger Folded Wrap
TODAY ON THE YAP PODCAST
Want even more “YAP”ing? Check out the full podcast here.
ASK THE EDITOR
How do I create vlog content that people actually want to watch? -Theo
Hey Theo!
I'll preface this by saying that vlogs can be hard to pull off! But if you want to use them as a content style, the thing to remember is they need to follow the structure of a story: set up, conflict, resolution. It's tempting to think of a vlog as just a documentation of your day. But if you create one that is literally just what you did in chronological order, it will probably be pretty boring!
Instead, you should think of your vlog in terms of the wider story you want to tell. This might mean editing your footage out of order so you can tell that story effectively. So instead of "this happened, then this happened, then this happened," your vlog should convey the idea of cause and effect. This happened, therefore this happened. Each scene has some sort of challenge or conflict, which then leads to what happens next. If you use this kind of storytelling, your vlogs will come off much better than if you're just documenting your day.
- Charlotte Ellis, Editor ♡
Not going viral yet?
We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.
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