There’s just something about Frank Ocean that leaves us wanting more…

But if, instead of being a man of mystery, he began tweeting his every move, would the appeal be as strong?

I think not. And he’s not the only artist to capitalise on our obsession with mystique. Just look at Daft Punk, Martin Margiela, and Sade (is she still even alive?!). So, is nearly disappearing a strategy we should be taking seriously? Well…it depends…

In today's newsletter:

• Is staying silent the loudest brand strategy?

• Meta’s AI just got more personal—but at what cost?

• Trend plug - Being chased by a bear

• Ask the Editor - How do I get a job in marketing? 

- Charlotte, Editor ♡

In an era where everyone is broadcasting their lives in 4K, the people who choose to disappear hold an almost mythical status.

We live in a content economy that rewards oversharing.

Yet the artists and brands who refuse to participate—the Frank Ocean's, the Martin Margiela's, the Sade's of the world —become even more desirable.

So, is mystery a branding strategy?

Or is it just the by-product of people who genuinely want to be left alone?

And more importantly, why does it work so well?

When Frank Ocean posts, the internet stops. No, the world stops. It feels like a mythical pull (if you know you know.)

When Margiela releases a collection, fashion insiders scramble to decode its meaning.

Elusive doesn’t even cut it. These artists have crafted a career-long, five-star disappearing act, making every rare moment of visibility feel monumental. Their absence forces us to lean in, to pay attention, to want more.

It’s a stark contrast to the always-on social media cycle, where even the biggest stars can feel too available. When you can see someone’s every move, you stop craving their next one.

But when an artist removes themselves from the noise, they create space for intrigue. And intrigue? That’s priceless.

That said, it doesn’t come without its risks.

[Keep reading]

-Sophie, Writer

Meta’s AI Just Got More Personal—But At What Cost?

Meta is rolling out an updated AI-powered assistant that taps into user data from Facebook and Instagram to deliver more personalised responses.

Announced last week, the new feature lets Meta AI reference user-shared information—think interests, habits, and even dietary preferences—to fine-tune its answers.

Allegedly, in one demo, Meta showcased a user informing the chatbot of their vegan diet. Later, when they asked for breakfast ideas, the AI tailored its response accordingly – cute.

On the surface, it’s a convenient way to make AI more useful.

But we all know Meta isn’t doing this out of the kindness of its heart.

Convenience vs. data access

The promise of AI that “remembers” you sounds great—until you realise what it means for your data.

Meta already knows more about you than your closest friends, and now it wants its AI to get in on the action, too.

For users, this could mean a more seamless experience across Meta’s platforms - yay, I guess?

For Meta, it’s an opportunity to strengthen its grip on user engagement, keep people interacting with AI tools, and—most importantly—supercharge ad targeting.

[Keep reading]

-Sophie, Writer

Trend Plug - Being Chased by a Bear

This trend revolves around filling in the phrase, "Crazy how my body can’t tell the difference between being chased by a bear and [blank]." 

The audio (originally by our very own Jony, might I add) taps into the universal experience of anxiety, where even small or mundane triggers can send our nervous systems into overdrive.

The trend gained traction because it’s not only funny and relatable, it's also perfect for turning everyday moments of stress into lighthearted content.

Popular examples include: “Opening an exam score” “Getting blood work done” “Being observed” (real).

How you can jump on this trend:

Use this audio (did I mention it's originally our very own Jony's?) to showcase a situation where your brain goes into “fight or flight” mode over something small, awkward, or unexpected.

This is the perfect opportunity to poke fun at common work-related stress or internal chaos.

A few ideas to get you started:

• "Crazy that my body doesn't know the difference between realising I forgot to circle back with someone & getting attacked by a wild animal"

• "Unfortunately, my brain doesn’t know the difference between introducing myself on a Zoom meeting & being chased by a bear in the woods."

• “Crazy how my body can’t tell the difference between being chased by a bear and a client saying, ‘Can we hop on a quick call?’”

-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've just graduated and am trying to get a job in marketing. Besides applying for jobs, what should I be doing to speed up the process? - Zarah

Hey Zarah!

The best thing you can do right now is start growing your personal brand. It's a great way to get experience in marketing since you've just finished studying. You can practice applying what you've learnt by building your own brand.

My suggestion would be to start with LinkedIn, because recruiters and people who are hiring for marketing roles are on there. Start following people who work for brands you'd love to work for, then engage with their content. Create content about things you learned in school, podcasts you’re listening to, or books you’re reading right now.

I'm not saying this will mean you'll get a job right away. But it will definitely help you get your name out there and build your network. And that's much more effective than just applying for job postings alone!

- Charlotte, Editor ♡

For the group chat

😲WTF: The Tariff Wars Begin
✨Daily inspo: Tap back into it.
😊Soooo satisfying: WHAT DID THEY DO TO SHADOW?!
🍝What you should make for dinner tonight: 20 min salmon bowl

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