Your ATTN Please || Wednesday, 16 April

3 minutes in space had Katy Perry kissing the ground upon her arrival back to Earth.

And the internet is not impressed. Maybe the scepticism has something to do with Jeff Bezos’ aerospace company deeming the celebrity passengers “astronauts” after a flight that lasted all of 11 minutes. Critics called the trip “a glorified amusement park ride” and “a vanity project for celebrities.” (I mean, they have a point. Because we all know this trip did not contribute to space exploration in any way).

- Charlotte, Editor ♡

WHAT’S HAPPENING IN MARKETING TODAY?

Smart Ray-Bans get smarter, Miller creates beer-infused vinyl & Adobe gets roasted on BlueSky

Ray-Ban smart glasses get even smarter.

“Hey Meta, What am I looking at?” Now imagine you ask that on a date, and your glasses say, “A red flag, girl! Take the back exit by the bathrooms and BLOCK HIM.” Okay, obviously they’re not that smart (god forbid a girl be a little hopeful for the future). Picture this though: you’re in an artisan food store and want to read the label of a wine, or oil, except it's all in Italian. So you just ask your glasses to translate the text and hear the info read back to you in perfect English. Or maybe you’re at a park, curious about the flora, so you ask your glasses list off the types of shrubbery you see so you can recreate the look in your own garden.

In other words, the glasses can help you learn more about what you are seeing. Soon, in the UK they will even be able to translate speech in real time between Spanish, French, Italian and English. Cool. Imma need these to also tell me how to make better life decisions. Oh and also tell me when I’m looking in the mirror: “a 10/10.”

Miller High Life creates beer-infused vinyl record to launch new music platform.

17-year-old me would tell you "The Soundtrack to the High Life" was something by Wiz Khalifa and Snoop Dogg. However, according to Miller, it’s Dive Bar Sounds- the brand's new music platform honoring the authentic moments where great music and The Champagne of Beers come together. And y’all I have to admit this functional vinyl somehow filled with beer is so sick. And I need one. Even though the music on it is made up of literal sounds you’d hear at a dive bar, like the buzzing of a neon light, the colliding of pool balls, or the clicking of a juke box.

The sounds are combined into a percussive beat and that’s what makes up the seven tracks of the album. Beyond the first-of-its-kind vinyl record, The Soundtrack to the High Life platform will continue throughout 2025 with a range of music experiences. Through sponsorship of Teddy Swims' 2025 North American tour and partnerships with TouchTunes and Fender, the brand is doing the most to engage music fans this year.

Adobe joins Bluesky and is immediately roasted by users.

Aw man. I feel kind of bad. The maker of Photoshop deleted its introductory post real quick after getting annihilated with scathing memes and criticism of its business practices last week. The post, which asked users “what’s fuelling your creativity right now?” was instantly bombarded. “I assume you’ll be charging us monthly to read your posts,” one user wrote. “Y’all keep raising your prices for a product that keeps getting worse,” another user commented in response to the post. “You aren't a monopoly anymore, y’all need to adapt.” LOL. I mean, they’re not wrong. Brands, it’s probably best you check yourself before showing up so confidently to an app where no one is safe. 

-Sophie, Writer

DEEP DIVE

When life becomes content

Today a dear friend of mine posted a brain dump on his Instagram story.

“Ever since we started sharing our lives online, we’ve raised our standards. Better habits, better routines, better aesthetics. And in some ways, that’s great. We want to be better—train harder, eat healthier, develop a stronger mindset. But at the same time, we also want others to see that we’re doing better. That’s where the illusion begins.”

And this damn near sent me spiralling across the room. Because it suddenly became glaringly obvious to me, even in my own pursuits, that beneath that push for self-improvement is an undeniable layer of performance. It’s not just about being better; it’s about being seen as better.

Authenticity, ironically, has become a formula.

The morning routine vlog (which, even if we’re not filming, we’re performing as if we are), the minimalist workspace, the "soft" yet strategic personal branding—it all follows a script. A script we, in turn, all follow too.

Wake up early, drink your greens, hit the gym, smash your PB, build your side hustle, curate your feed, prep your meals, optimise your sleep, optimise your entire life. Because otherwise, you’re not doing it right. But when everyone is following the same script, does any of it actually feel authentic?

When life becomes content

“Even things that should be deeply personal, like health and gratitude that are curated, packaged, and sold as part of a brand. Major life events have become content opportunities. Getting engaged, moving overseas, achieving a milestone, these moments aren't just lived, they're turned into reels, photo dumps, and story times!”

At a certain point, the experience itself feels secondary to how it will be shared. And when every moment is an opportunity for engagement, the pressure to frame, polish, and perfect it can be exhausting. Social media doesn’t actually showcase life anymore. It shapes expectations of what life should be.

And if your reality doesn’t fit within that framework, it’s easy to feel like you’re falling behind or not doing it right.

The most vulnerable audiences absorb this the hardest. If the internet tells you that success looks like a certain aesthetic, lifestyle, or mindset, you’ll chase it, even if it doesn’t actually align with what makes you happy. That’s what’s got us messed up. No one ever even arrives at the finish line because the goalposts keep moving. The next trend, the next habit, the next self-improvement wave is always right around the corner.

The real trade-off

Raising personal standards isn’t the issue – obviously this is a good thing for the collective. Growth is a good thing. But when improvement is always public facing, does it lose its meaning? And if you choose not to participate in the performance, do you risk fading into the background?

If no one sees your progress, does it still count? If you don’t document your biggest moments, did they even happen? And the biggest question of all—if authenticity itself is curated, is anything actually real?

I need to sit down, y’all.

Here’s my take: the answer is simpler than we think. Yes. It still counts. Your progress is real even if it’s not polished for an audience. Your experiences have value even if they’re not optimised for engagement.

The most meaningful moments in life are often the ones that don’t fit neatly into a content strategy.

The trick is reminding yourself of that every once in a while. Pinch yourself, break out of the matrix, and know that who you are—offline, unfiltered, and unperformed—is already enough. You’re doing your damn best and that’s as good as you can do.

-Sophie, Writer

TREND PLUG

I’d be in there!

Only Theo Von could turn a vape addiction into a gothic fairytale.

On a podcast, he dropped this line: “If you wrote ‘vapes in here’ on the outside of a wishing well… and you came at night with a flashlight… and looked down there… I’d be in there.”

TikTok took that and turned it into a way to expose the stuff we’re embarrassingly obsessed with. You know, the things we’d haunt a well for. And now, creators are swapping out “vapes” with their own personal poison: free tequila shots, dudes with moustaches, red flags. You name it. If it’s something you’re fiending for, well, you’re in the well.

How you can jump on this trend:

Use the sound and replace “vapes” with whatever has a hold on you. Overlay the full quote as on-screen text and let it speak for itself. Bonus points for a dramatic or completely deadpan visual.

A few ideas to get you started:

• If you wrote "LinkedIn likes in here" on a wishing well…

• If you wrote "CapCut templates..."

• If you wrote "free food in here..."

-Abdel, Social Media Coordinator

FOR THE GROUP CHAT

😂Yap’s funniest home videos: real.
❤How wholesome: proof good humans exist
😊Soooo satisfying: satisfying stretch!
🍝What you should make for dinner tonight: Honey Balsamic Roasted Carrots

TODAY ON THE YAP PODCAST

Want even more “YAP”ing? Check out the full podcast here.

ASK THE EDITOR

I want to post more on LinkedIn but I always struggle with new topics to talk about. Any advice? - Samir

Hey Samir!

Thinking you need to keep coming up with new topics to talk about is a myth! Instead of reinventing the wheel every time you sit down to post, you should have a few topics you continuously talk about. My suggestion is to come up with 3-5 relevant topics you want to focus on in your content. Then, brainstorm 3-5 subtopics under each of these.

Once you've done this, you'll have a pretty good list of things you can write about so you're never starting from a blank page. Don't forget that your audience follows you because they care about the things you talk about. So bringing in too many different topics can alienate them. Sure, you should approach your core topics from various angles. But don't be afraid to repeat your message. After all, this is how you become known for something!

- Charlotte, 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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