True crime content has turned us all into armchair detectives.

With each new doco, the investigation takes on a life of its own, thanks to the internet.

Just look at the Menendez brothers, whose fate was forever changed after their case was featured on a Netflix documentary. But is our obsession with true crime romanticising murder? Or is it an opportunity to question the justice system and advocate for change?

In today's newsletter:

• Does true crime content expose truth or merely excuse murderers? (social media is obsessed with figuring out the real stories—but is this healthy?)

• How Yes Theory turned being uncomfortable into a movement (find out what they did to create a loyal following of 10 million+)

• Trend plug - When I’m being chased by a serial killer

• Ask the Editor - When will I start making sales from my content?

- Charlotte, Editor ♡

True crime content gets a bad rap.

Exploitation.

Sensationalising murder.

Romanticising the art of scamming.

Many believe our obsession with the grisly genre is less than healthy.

But is it harmful, or actually a net positive?

The modern era of true crime is often attributed to Truman Capote's 1965 novel, In Cold Blood. Today, one doesn’t have to look far to find the next homicide strung up and dissected for our twisted little minds to indulge in – whatever the medium may be.

Streaming platforms are flooded with the genre. From Darmer to Bundy and everything in between, there’s something for every kind of fanatic.

Cue the latest binge-worthy case: The Menendez Brothers.

The brothers were once seen as heartless monsters who murdered their parents. But the Netflix documentary shines a new light on the men, shifting public perception and taking them from pariahs to sympathetic figures.

The Menendez Brothers flips the script, asking us to reconsider, question, and empathise. This speaks to the evolution of the true crime genre, now a far cry from the 'if it bleeds, it leads' era.

Now, it’s not just about the crime. It’s about the why—the motives, the personal backstories, and, most importantly, the systemic flaws lurking beneath the surface.

[Keep reading]

-Sophie, Writer

How Yes Theory Turned Being Uncomfortable Into a Movement

I dread feeling uncomfortable.

Hell, most people avoid it.

Yes Theory? They built a whole brand around it.

The YouTube channel, founded by three friends—Ammar Kandil, Matt Dajer, and Thomas Brag—turned chasing discomfort into a cultural movement.

So, what does it actually mean to 'chase discomfort'?

For Yes Theory, it's about pushing themselves into situations that make most of us squirm—talking to strangers, taking big risks, and saying yes to the things that scare them.

Whether it’s skydiving with people they've never met or travelling across countries with no money, they throw themselves into uncomfortable situations to learn and grow. And, of course, they document it for the world to see.

So how did Yes Theory turn an idea into an audience of over 10 million?

Yes Theory kicked off in 2015 when the trio decided that, as long as they were living comfortably, they were never going to grow.

So they started filming their new experiences and uploading them to YouTube. What started as a fun project quickly gained traction.

Why? Because their message—Seek Discomfort—hits on something universal. Everyone has something they’re afraid to do, and Yes Theory shows you why you should do it anyway.

[Keep reading]

-Abdel, Social Media Coordinator

Trend Plug - When I’m Being Chased By a Serial Killer

This newest trend absolutely RUNNING TIKTOK RIGHT NOW.

Using 'Goo Goo Muck' by The Cramps, TikTokers are telling us what their types are, but for some reason they're using serial killers as the way to describe it.

The main way TikTokers are using this trend is to explain their 'types,' like, 'when a serial killer is chasing you, but you're kinda into the crazy ones' or '...but it's just margot robbie as harley quinn.' But this is easily a trend you can change to fit your brand or niche.

How you can jump on this trend:

Using this sound, think of something that gets you and your audience ready to risk it all, like maybe a fresh coffee or a completely cleared inbox.

Making this 'thing' an object or something that isn't literal is what will make this funny. Also, make sure to watch the above examples to see how to execute this trend.

A few ideas to get you started:

• When I'm getting chased by a serial killer but it's just my paycheque

• ....but it's just leaving early on a Friday

• ....but it's just my client paying on time

-Carter, Intern

Today on the YAP podcast…

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

Ask the Editor

Q - I've got a decent audience on TikTok for my pet content. I've just started a custom pet collar brand. How long it will take to start getting some sales from my audience? -Marwa

Hey Marwa,

Building your brand through organic content takes time. But the fact that you already have an audience means you’re miles ahead of brands who don’t have that yet. If your audience is pretty engaged, you might be surprised by how quickly you make some sales!

That said, if you have a bit of budget for paid ads, I'd suggest running some Meta ads alongside your organic content. You can then retarget people who've engaged with your content with those ads. This should help you get some sales quicker than organic posts alone.

But even if you decide not to run ads, keep building your brand by putting out content as much as you can! As long as your content is still interesting to your audience (not just centred around your products!) you should see sales increase over time.

- Charlotte, Editor ♡

For the group chat

😲WTF: Bro really walked across America. BAREFOOT!
❤How wholesome: Don’t take life too seriously
✨Daily inspo: It’s all apart of your journey
🍝What you should make for dinner tonight: HONEY CHICKEN 😋 

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