Ok, ok, I’m just as sick of hearing about TikTok as you are.

BUT despite the fact that we’re all reeling from the last few days, there’s 1 thing you can’t deny—

The platform has changed our industry forever. Gone are the days of perfectly curated social strategies ruling our feeds. Now, audiences expect brands to be raw. Real. Authentic. And, whatever TikTok’s fate may be, there’s no going back.

In today's newsletter:

• TikTok has changed marketing forever, so what's next for brands?

• How leaks (almost) killed the Nintendo Switch 2 reveal

• Trend plug - I hate Vietnam

• Ask the Editor - I'm thinking about starting a newsletter for my interior design business. What advice do you have?

- Charlotte, Editor ♡

So, the TikTok situ is a mess.

There’s no denying that.

And while the future of the platform is unknown, the impact it has had on marketing is locked in.

Will the app thrive, get banned, or morph into something new? Who knows.

But one thing is certain: TikTok changed the way brands communicate, and the way we communicate with brands.

And there sure as hell ain't no going back now.

I can hardly remember a time before TikTok now.

Which is messed up, considering I’m not a digital native.

I’ve experienced many Eras Of The Internet before the platform's arrival. MySpace. Bebo. Tumblr.

The most insane phase of posting every unhinged thought that came to mind on Facebook for the world, and my extended family to see – all before the age of 16.

But none of these platforms made an impression on the world of advertising the way TikTok has.

Before TikTok, brands were obsessed with perfection—high-budget ads, curated Instagram feeds, and scripted influencer content. Then TikTok came in and said, uh guy, it’s not that serious.

So, what’s next? How do

we keep the momentum going?

[Keep reading]

-Sophie, Writer

How Leaks (almost) Killed the Nintendo Switch 2 Reveal

After 8 long years, the Nintendo Switch 2 has been announced, albeit to a smattering of applause.

The lacklustre response isn't because people are disappointed.

It's just that there was no surprise involved, thanks to a landslide of leaks ahead of Nintendo's actual announcement.

Back in May 2024, Nintendo indicated it would announce a sequel to its Switch console before April 2025.

The company isn't afraid to start projects over from scratch and didn't drop a single hint about its new device all last year.

So, with their promised deadline approaching fast, fans became desperate - and leakers began working overtime.

Ok, so what actually leaked?

Nothing's confirmed about the Switch 2's insides or release date yet. But some now-confirmed leaks about its exact physical features came out over a week before Nintendo announced them.

[Keep reading]

-Devin, Copywriter

Trend Plug - I Hate Vietnam

Look, the name of this trend is INSANE, but stay with me.

This viral sound comes from Modern Family, when Lily Tucker-Pritchett casually drops the line. 

And TikTok has run with it in the most unhinged way possible. Now, people are using it to justify the pettiest grudges; whether it’s a food, a person, or a city. All it takes is one bad experience to make it a lifelong enemy. (We’ve all been there, right?)

People are applying this trend to the most trivial but oddly relatable things, like hating a type of food because it made you sick one time, or rooting for a team's downfall because a guy who did you dirty roots for them.

How you can jump on this trend: 

Whether you're a brand, creator, or just someone who loves to hop on trends, this one’s easy. Pick something dumb you (or your audience) irrationally hate and use this as your OST. Film yourself lipsyncing to the sound, and boom—you’re good.

A few ideas to get you started:

• Me refusing to use that one social media platform just because my post flopped once

• Me boycotting an entire shoe brand because they gave me one blister 

• Me deleting an app just because someone I don't like follows me on there

• I HATE the new insta update

-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 thinking about starting a newsletter for my interior design business. What advice do you have for me? - Jenny

Hey Jenny!

First of all, you need to figure out what the purpose of your newsletter is. Your newsletter needs to offer real value to your subscribers. Otherwise, there's no point, right?

If you already have an audience on social media, you can ask them what they would like to learn more about relating to interior design.

Second, if you have no email list yet, you'll need a way to get people to sign up for your newsletter. Think about how you can tap into the network you already have to get your first subscribers. Beyond that, you may want to create a lead magnet you can use to get signups.

Third, don't spend too long in the planning phase. The purpose of your first several newsletters is to figure out your style and get feedback from your subscribers on what they want to read about.

So once you have a general plan, just go for it. Then make tweaks as you go along.

- Charlotte, Editor ♡

For the group chat

😂Yap’s funniest home videos: POOR DOGGO NOOO
✨Daily inspo: How to protect your peace
😊Soooo satisfying: Crayons vs Sander
🍝What you should make for dinner tonight: Grilled cheese burritos

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