Nike vs. Adidas. McDonald’s vs. Burger King.

We all know brands thrive on a bit of rivalry.

But seeing the Drake vs. Kendrick beef, you might be wondering when competition can actually hurt your brand. Today, we’re breaking down what we as marketers can learn from watching these two hip hop artists get petty.

In today's newsletter:

• What Drake vs. Kendrick teaches us about marketing (after all, a bit of competition is a good thing, right?)

• Google's about to delete millions of Play Store apps (find out whether your brand’s app will get scrapped)

• Trend plug - That should be me

• Ask the Editor - 3 video content ideas for a brick-and-mortar shop

- Charlotte, Editor ♡

p.s. If you're reading this and you want to start creating viral content for your brand, our cohort program is set up to help you do that. Lucky for you, registrations for our August intake are now open! Learn more.

It’s the beef that’s kept us fed for the entirety of this year.

But what can two grown men writing petty songs for each other teach us about marketing?

The explosive feud between Drake and Kendrick has divided hip-hop fans all over the world. The two have been digging up dirt and spitting some serious allegations at one another in the process, making it hard to separate fact from fiction.

The general consensus is that Kendrick won a pyrrhic victory and Drake may be done for good. But let’s be real, when two of the world's greatest rappers tear each other apart in front of their fans, everybody kind of loses.

It’s ugly. It’s egocentric. And, at its core, it’s kind of sad.

However, if anyone can gain anything from this, we marketers can potentially take a W from the pop culture spectacle.

And a win is a win in my eyes.

So, today we're going to look at what marketing insights brands can take away from the most notorious rap beef since Tupac and Biggie.

[Keep reading]

-Sophie, Writer

Google’s About to Delete Millions of Play Store Apps

Let the purge begin (in 6-ish weeks).

Google previewed its mass app deletion plans over the weekend. The plan is to scrub millions of apps deemed to be useless or spam from the Play Store (formerly the Android Market) from August 31.

It's all part of a big update to Google's Spam and Minimum Functionality Policy. But it's also about saving some face, given Apple's much stronger reputation for app security and safety.

Purging purposeless apps

The Play Store isn't the wild west it's made out to be. Google Play Protect has done well keeping users safe from nasty apps and the incoming Android 15 OS will use AI to detect them even faster. However, there's still the question of how those apps got onto the Play Store in the first place!

That's where the purge comes in. Google's saying it will 'ensure apps meet uplifted standards ... and engage users through quality functionality and content user experiences.'

According to Google, types of apps being targeted include ones 'that are static without app-specific functionalities, for example, text only or PDF file apps, apps with very little content and that do not provide an engaging user experience ... and apps that are designed to do nothing or have no function.'

How crap is your app?

[Keep reading]

-Devin, Copywriter

Trend Plug - That Should Be Me

Inspired by Justin Bieber’s emotive song, 'That Should Be Me,' this trend is making waves on TikTok.

The concept is simple--jumping into a body of water fully clothed to avoid an undesirable alternative, perfectly timed with the song’s crescendo.

We've seen some of these undesirable options being things like showing your old YouTube videos and picking a place to eat dinner. The options are limitless.

How to jump on this trend:

Play a game of ‘Would You Rather?’ with a twist! Choose a scenario where you’d rather jump into the nearest water source fully clothed than do something unpleasant. Film your dramatic leap in slow motion with the trending audio, and use text overlay to outline your scenario.

A few ideas to get you started:

• 'Jump in the pool fully clothed, or rewrite the entire marketing strategy from scratch.'

• 'Jump in the lake fully clothed, or sit through another never-ending client feedback session.'

• 'Jump in the ocean fully clothed, or handle a crisis on social media.'

-Abdel, Social Media Coordinator

Tune in to the YAP Podcast

We’re breaking it down for you.

Listen to the YAP podcast Tuesday - Saturday, where we talk about everything that’s happening in marketing right now so you’re always in the know.

Watch the full podcast here and subscribe to our YouTube Channel so you never miss an episode.

Ask the Editor

Q - I run a small homewares shop and have been wanting to start making video content for ages but I don't know where to start. Do you have any suggestions? - Layla

Hey Layla!

I'm so glad you're thinking about making video content because there's so much you can do in your niche! Here are 3 video styles you could try:

1. Home decor how-to: Film yourself setting a beautiful table, making a centrepiece, or arranging artwork on a gallery wall. Talk through the choices you're making and why, giving plenty of tips for your audience.

2. Seasonal trends: Film yourself showing your just-in products and talk about what is going to be popular in the next few months.

3. Behind-the-scenes: Film yourself unpacking inventory, setting up store displays, or anything else you do in your day to day. Use a voiceover to talk about the ins and outs of running your business to give your audience a peek into what it's really like.

- Charlotte, Editor ♡

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