The internet used to be a place to discover new sh*t.

But now, content is created for the algorithm. And that means so much of it looks, well, the same.

The same Instagrammable locations. Music written just to go viral. Everything in neutral tones. So, is the lesson here, if you can’t beat ‘em, join ‘em? Or is there a way for brands to break out of this feedback loop that makes it impossible to stand out?

In today's newsletter:

• How brands can escape the algo-driven cycle of 'same same' content (because do you really want to look just like everyone else?)

• Facebook rolls out new features in desperate attempt to win back Gen Z (find out why the app is about to look suspiciously similar to TikTok)

• Trend plug - I love your daughter

• Ask the Editor - How do I post with purpose rather than just for the sake of posting?

- Charlotte, Editor ♡

Make sure you do it right the first time around!

Beehiiv is the email platform of choice for newsletters big and small.

Even if you're just launching, Beehiiv provides you with the tools you need to build a high-quality newsletter that's on par with the pros.

Features like its drag and drop email builder allow you to quickly design your newsletter, even if you've never done it before!

And thanks to Beehiiv's advanced analytics dashboard, you can make data-driven decisions to optimise your newsletter in real time.

Get a FREE 30-day trial +20% OFF your first 3 months on a paid plan!

Ever feel like social media is a bit Attack of the Clones right now?

Scroll through your feed.

Everyone is rocking the clean girl aesthetic, the same minimalist jewellery, the same ‘dewy skin.’

Everyone’s posting from the same travel destinations, taking the same damn photos, listening to the same 5 songs.

I thought it was maybe just because I live in Auckland, and lord knows it’s a small place. But it’s an issue that spreads farther than the perimeter of my little island.

So, what exactly is going on here?

Well, we’re stuck in a hellish feedback loop. An echo chamber.

One put there by the algorithm overlords who take the things we like and dish them right back to us over and over until everything looks exactly the same.

So, how did we get here?

Well, once upon a time, the internet, and by default, social media, was about discovering cool sh*t. Now, it’s about keeping you glued to your phone for as long as possible. You know, maintaining your attention.

And what keeps your attention?

The same kinds of posts you’ve already interacted with. That’s why we’re seeing the same TikTok fashion trends, the same viral songs, and the same Instagrammable locations.

It’s algorithm-driven sameness on steroids.

[Keep reading]

-Sophie, Writer

Facebook Rolls Out New Features in Desperate Attempt to Win Back Gen Z

Facebook knows too well its average users are, much like itself, a bit older compared to other platforms.

A few months back, the platform set out to bring Gen Z back into its open embrace by investing in Marketplace Groups and Facebook Dating.

Now, as we all sail hand-in-hand through this era of short-form video content and supporting local goings-on, Facebook is continuing its quest to once again be hip with the kids through two shiny new features:

Facebook is introducing a sleek, TikTok-esque video tab, and a brand-spanking new 'Local' tab.

'Wait', you say.

1) 'What's "Local"?' And,

2) 'Isn't there a Video tab already'?

And to that, I say,

1) 'Great question', and

2) 'Yes - we'll get to that in a mo'.

Facebook describes its Local tab (currently being tested across the US) as a place that 'pulls together the best local content' from across the app.

And as for the Video tab, I wasn't kidding about the TikTok aesthetic.

[Keep reading]

-Devin, Copywriter

Trend Plug - I Love Your Daughter

Gilmore Girlies rise up!

This latest trend is a quote from Kirk himself! In Gilmore Girls Season 2, he creates a Hitchcock-inspired short film, A Film by Kirk.

In the film, Kirk says to his girlfriend’s parents, 'I love your daughter,' to which they respond, 'What do you have to offer her?' Then, Kirk replies, 'Nothing, only this,' then proceeds to dance to show what he brings to the table.

And now, that scene, when paired with 'Breath' by Years & Years (the Blu Cantrell Remix) made for a viral sound that's garnered over 82k videos!

The sound has inspired people all over TikTok to showcase their hidden, unexpected talents. Examples range from silly dances on chairs to painting a magnificent piece of art.

How to jump on this trend:

Simply tap on this sound and lipsync the lines, 'I love your daughter,' followed by, 'Nothing, only this.' Then, reveal your hidden skill or whatever it is you have to offer.

A few ideas to get you started:

• A new laptop you just bought

• A LinkedIn post that did numbers

• A perfectly organised, colour-coded calendar

-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'm putting out a lot of content for our brand but I'm struggling with getting our message right. It seems like I'm just posting just to post. What should I do? - Wy

Hey Wy!

Getting your message right is going to come down to your brand positioning. How do you want your audience to see you? What makes you different from all the other businesses that do the same thing yours does?

This can't just be that you have the 'best' product. Pretty much everyone thinks they're the best. It has to be some kind of value your audience can get behind. Once you know what this is, it will be your core message.

Then you need to figure out how you're going to get this across in your content. Because this is the thing that your audience will be able to connect with. So focus on figuring out your positioning, then let your content stem from that!

For a more in-depth look at brand positioning, check out this article.

- Charlotte, Editor ♡

For the group chat

😲WTF: How on EARTH did they do that?!
✨Daily inspo: Do. The. Thing.
🎧Soooo tingly: Chocolate ASMR
🍝What you should make for dinner tonight: cheeseburger wraps 

Was this email forwarded to you? Sign up here.

Wondering what the heck we do at The ATTN Seeker? Check us out.

Heard about a cool case study we should feature? Hit reply and tell us about it!

Got a question about social media strategy OR marketing? Reply to get it answered in an upcoming newsletter.