YouTube’s figured out how to counteract ad blockers.

This may seem like a win for advertisers, because now users will be forced to watch your ads.

But if you’re running YouTube ads, it’s worth re-thinking your strategy as user sentiment on the platform is at a low point right now, and you may not want to get caught in the crossfire.

In today's newsletter:

• YouTube unblockable ads are irritating users (here are our suggestions for advertisers who are running ads on the platform)

• How LEGO went from near bankruptcy to being worth $13B (find out the marketing strategies the brand used to make this incredible comeback)

• Trend plug - How much you make?

• Ask the Editor - How can I built thought leadership on social media?

- Charlotte, Editor ♡

Uh oh. YouTube's hands have been caught as red as their logo.

Reddit users recently found that their ad blockers aren't removing ads from the video platform anymore. Instead, the platform's replacing the ads with several seconds of 'unskippable nothingness.'

This suggests YouTube is injecting ads directly into video streams. It's an apparent attempt to outsmart ad blockers (and users who refuse to pay for YouTube Premium).

If you're running ads on YouTube, this may seem like great news for you. But your audience may not be very happy about seeing your ads, despite using an ad blocker.

Does it pay to be sneaky?

While this is arguably a clever win for advertisers, you might want to think it through before going all-in with YouTube ads.

The platform's non-premium users, their largest audience, haven't taken this decision very well. Users haven't been impressed with other recent updates, such as unskippable ads and increased ads in general, either.

If you are going to advertise on YouTube, here are our suggestions:

[Keep reading]

-Devin, Copywriter

How LEGO Went from Near Bankruptcy to Being Worth $13B

Not many toys can boast longevity like LEGO does.

The iconic Danish toy brand has been inspiring creativity and destroying unsuspecting feet since 1932. Transcending cultural and generational boundaries, the interlocking bricks are a global phenomenon.

However, there once was a time that we almost lost our beloved Legos to a changing world. The brand went from near bankruptcy to most valuable company. And its revival has been hailed as the greatest turnaround in corporate history.

LEGO is a super brand that can teach us a thing or two about using marketing to achieve true staying power.

Back in 1932, an abbreviation of the Danish words 'leg' and 'godt,' translating to 'play well,' is what gave us the household name we know and love today.

LEGO's product offerings include DUPLO sets for little ones as well as massive pop culture recreations designed for adults. And everything you could possibly think of in between.

But the dawn of the new millennium brought with it a seismic shift in the toy market, and LEGO faced stiff competition from emerging technology.

By 2003, LEGO was in big trouble. The company was in $800 million of debt with sales down 30%. An internal report revealed the company hadn’t added anything to value to its portfolio for a decade.

[Keep reading]

-Sophie, Writer

Trend Plug - How Much You Make?

The 'How much you make?' trend originates from Rich Homie Quan's 2015 hit song 'Flex (Ooh, Ooh, Ooh),' which has over 194 million views.

Today's trend uses the catchy line, 'How much you make? ($100,000).'

This line has inspired creators to humorously question the lavish spending they encounter, especially in the professional and marketing worlds. Examples range from when the customer at Pandora pays for the whole bracelet on one card to when they bust out the Amex card for the bill.

How to jump on this trend: 

Using this sound, describe a scenario where you lip sync to the 'How much you make?' lines while looking off-camera as if you’re asking the person next to you. Don't forget to use overlay text explaining the scenario making you question how much that person makes.

A few ideas to get you started:

• 'When my client approves a $50k campaign budget without batting an eye.'

• 'When my boss decides to buy everyone new MacBooks for the office.'

• 'When my coworker takes a holiday to a 5-star resort.'

-Abdel, Social Media Coordinator

Tune in to the YAP Podcast

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Ask the Editor

Q - What are some tips to become a thought leader on Twitter, Threads, blogs, etc.? - Patricia

Hey Patricia!

Becoming a thought leader doesn't happen overnight. So if that's your goal, you need to commit to putting out authentic content regularly. This should be your unique take on what's happening in your industry right now, based on your personal expertise.

Another important part of building thought leadership is growing your network. So connect with people who are forward-thinking in your industry. Engage with their content and contribute your own thoughts to the conversation.

The more you interact with people in your industry and share your insights, the more you'll be seen as a thought leader over time. Remember to keep your content authentic to you, which is how you’ll stand out as someone who has a fresh perspective!

- Charlotte, Editor ♡

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