Bumble’s facing massive backlash.

And we, for one, aren’t sure they’ll recover.

Today we’re breaking down exactly why women are in an uproar about Bumble’s new ad campaign.

In today's newsletter:

• Bumble’s fumble (and what we can learn from what went terribly wrong)

• Why you shouldn’t shy away from the taboo (in fact, you may want to embrace it!)

• Trend plug - Glow-ups are back (were they ever dead?)

• How do I get my audience to keep watching my videos? (the answer is simple, really)

- Charlotte, Editor ♡

Bumble's found themselves in hot water following an anti-celibacy campaign that hasn’t quite hit the mark.

Two weeks ago, the women-first dating app rolled out a commercial as part of their new rebrand. The video shows a woman attempting to “swear off dating” and becoming a nun. But she soon abandons her convent after spotting a sexy (and sweaty) shirtless gardener.

She’s then handed a phone with Bumble loaded and ready to go. The overlay text reads, “We’ve changed so you don’t have to,” referring to the app’s new features.

In tandem with the commercial, billboards around L.A. appeared with taglines such as “You know full well a vow of celibacy is not the answer.” Others said, “Thou shalt not give up on dating and become a nun.”

And backlash ensued.

[Keep reading]

- Sophie, Pop Culture Queen

Why You Shouldn’t Shy Away from the Taboo

Okay, I lied to you.

Since researching her for this newsletter, I may have become a little obsessed with Martha Stewart. I know I said I wasn’t, but here we are.

I mean, can you blame me? She’s so cool that even Snoop Dogg calls her his “homegirl.”

The two have been friends for over 15 years and have done some iconic sh*t together.

Snoop first appeared on the Martha Stewart Show in 2008 to make mashed potatoes with her. He returned a year later to make green brownies. Of course, they joked about “the most important part” of the recipe that they would “add later.”

What I love about this is that while Snoop's a blatant stoner, the pair always alludes to the fact that Martha is a secret one. From decorating cookies with icing weed leaves, to potting tomato plants together, the whole bit is hilarious.

And it's why they were the perfect duo for the Bic ‘EZ Reach’ lighter campaign.

[Keep reading]

- Sophie, Pop Culture Queen

Trend Plug - Glow-ups are Back (were they ever dead?)

Glow-up trends have always been a staple around internet culture (think back to to Musically and Vine times.)

Recently, these glow-ups have been paired with Hozier’s 'Too Sweet' song, showing the transformation right when he sings the word "neat".

Creators are using this song to show older photos of themselves, their siblings, or their pets, then revealing what they look like at this very moment.

How you can use this trend:

Whether you want to use a video or carousel post format, this is the perfect chance to show how far you're come in whatever context you like.

For example:

• Show off an actual makeover (like this)

• Add a humorous twist, only showing a day’s difference (like this)

• Show off your pets (like this)

-Abdel, Social media coordinator

Tune in to the YAP Podcast

Got FOMO?

Listen to our YAP Podcast Tuesday - Saturday, where Stan & Jony break down the videos that are blowing up on social media. Not only will you learn why they work, but we’ll tell you how to capitalise on these trends before they disappear.

Watch the full podcast here and subscribe to the YouTube Channel so you don’t miss an episode.

Ask the Editor

Q - I'm posting a lot of video content but my audience always drops out after a few seconds. How do I to get them to keep watching? -Casey

Hey Casey,

The only way to find out the answer is to start trying different things in your content. Obviously right now, you're not doing enough to keep your audience engaged. So I'd start by changing just one thing--maybe your lighting, background, hook, or music.

Then keep an eye on your analytics to see whether that gets people to keep watching or not. You may have to try quite a few tweaks before you land on something that works.

And once you find that thing, then you can continue experimenting to see if you can improve from there.

- Charlotte, Editor ♡