‘Trad wives’ are dominating our feeds right now.

But is this movement really about baking bread with chickens scurrying around underfoot?

Or is it not quite as idyllic as it seems? As brands, it’s important to take a closer look at social media trends before aligning with them. Today, you’ll learn what’s behind the ‘trad wife’ movement, and what dangers can come from blindly following along.

In today's newsletter:

• Is the 'trad wife' movement as innocent as it seems? (here’s what brands need to consider before jumping on this—or any—bandwagon)

• The Premier League & Guinness launch wholesome campaign (plus how your brand can tap into the same feel-good vibes this ad does)

• Trend plug - It's time to play the gaaame!

• Ask the Editor - How long before my business launches should I start posting on socials?

- Charlotte, Editor ♡

Tell me why my feed for the majority of this year has looked like a dystopian version of Don’t Worry Darling.

There are more soft-spoken, home cooks in designer dresses than normal influencers these days.

It seems the 'trad wife' phenomenon has taken over the internet. And now, BBC is releasing a documentary about these 'problematic' creators that have been on the rise since the overturning of Roe v. Wade in 2022.

The fad of women glamorising a retrograde ideal of domesticity is apparently, a fantasy world filled with hidden dangers.

But on a larger scale, this begs the question: can trends actually be harmful?

If you’re unfamiliar with trad wives, the term refers to women who are 'traditional,' stay at home wives and mothers. They perform domestic tasks like cooking and housework, dedicating their lives to caring for their children and husbands.

Online, the term was originally associated with women who make content about this particular lifestyle. These creators often encourage others to adapt their slower, folksy way of living.

According to Cécile Simmons, a researcher at the Institute for Strategic Dialogue, there's actually an international movement of women who advocate a return to traditional gender norms.

[Keep reading]

-Sophie, Writer

The Premier League & Guinness Launch Wholesome Campaign

Dya know what?

I love football. I don't know much about it, but I love the vibe. And the aesthetic. It makes me feel so...so... 90s-Spice-Girl-esque.

I guess I just find it cool.

And you know what else I find cool?

Guinness.

So, although this is Guinness's first global footy partnership, I feel like it should've happened aaaages ago.

Because these two things—the Premier League and Guinness—go together in my head. They're a match made in heaven <3.

I picture a sweaty stout in a warm, dark pub...

The game blasting from multiple televisions...

Men in soccer t-shirts yelling at each other and the figures on the screen...

Arsenal tats...

It almost makes me want to move to the UK.

But Guinness has launched the partnership in a much more wholesome-seeming way.

Because they're focusing on how different communities enjoy their footy, and their beer, rather than just... pushing the act of getting drunk in a heady pub.

And they're doing this through four high-production video advertisements. Each set in a different country.

As well as using promotional material, global outdoor advertising, and a sponsorship of the Goal of the Month award (a Premier League thing), they're also promoting their 0% beer, naming themselves as the ‘Responsible Drinking Partner.’

[Keep reading]

-Maggie, Copywriter

Trend Plug - It’s Time to Play the Gaaame!

This funny trend is taking the TikTok world by storm. With over 7000 posts (and counting!), you don't want to miss out!

This trend uses a CapCut template of TikToker Marc Anderson covering WWE's Triple H's 'The Game' entrance theme song in a very overexaggerated manner.

There are two main ways TikTokers are using this trend. Some are using it to describe humorous situations where they willingly take a gamble (e.g. 'me closing my eyes again in the morning after turning off my alarm'). Others are using it in a literal context to describe a time when they would actually play a game (e.g. '6 year old me after hiding my ds under my pillow').

How to jump on this trend:

Use the CapCut template and the original sound. Then, think about the situation where you're 'playing a game.' Create your onscreen text describing your scenario and add a background that relates. That's it!

A few ideas to get you started:

• When you finally let the intern do an important task

• Me hyping myself up in the mirror 5 mins before a client meeting

• POV: Me motivating my team on a Monday morning

-Carter, Intern

Tune in to the YAP Podcast

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Ask the Editor

Q - How long before a business opens (in my case, a hotel) should you start posting on its Instagram page? - Nicole

Hey Nicole!

It's never too early to start building your brand. I was a bit nosy and checked out the link in your email signature and it looks like your hotel is opening in Spring 2025. So many businesses would kill to have that much time to build up an audience before they actually needed anyone to buy from them!

If I were you, I'd begin posting on Instagram ASAP. The key here is to think about other ways to get attention beyond 'promo'-type content.

This could be virtually anything--street interviews about hotel icks, vlogging the journey of hiring the right team, behind-the-scenes content about setting up the spaces...Really think about your audience, your brand values, and how you want to show up on Instagram.

I've linked this article quite a bit recently, but since you're new to YAP, you might want to read about how to create a social account from scratch. This will help you think through your strategy so you can post the right kind of content from Day 1. Exciting times ahead xx

- Charlotte, Editor ♡

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