Love it or hate it, brain rot has become a whole aesthetic.

But should brands get in on it, or is that cringe?

The short answer is: it depends. If you’re going to tap into brain rot, you have to first understand how to speak its language. Because if you’re trying too hard to prove you’re not a regular brand, you’re a cool brand…you, well…aren’t.

In today's newsletter:

• Should brands tap into brain rot, or nah?

• How to predict the Grammys (kinda)

• Trend plug - My Shayla? MY SHAYLA!

• Ask the Editor - How do I get over my fear of posting? 

- Charlotte, Editor ♡

Should Brands Tap into Brain Rot, or Nah?

You’ve seen the memes, felt the symptoms, and probably even self-diagnosed after one too many hours of doomscrolling.

The phrase "brain rot" captures that uniquely modern feeling of having your attention span obliterated. Your thoughts reduced to rapid-fire, contextless snippets. And your brain marinating in the absurdity of the algorithm.

But is it actually a real problem—or just another in a long line of moral panics about technology?

And more importantly (for marketers, at least), can brands cash in?

The aestheticisation of brain rot

What’s interesting about this wave of tech-induced anxiety is how willingly people lean into it.

Internet users joke about their brains being “smooth” and their fried attention spans (it’s me, I’m internet users.)

The term “chronically online” is both an insult and a badge of honour. It’s not just a mindset; it’s an aesthetic—chaotic, overstimulated, drenched in irony. 

Bright colours, rapid cuts, distorted voices, deep-fried memes, and unhinged humour dominate platforms like TikTok and Twitter (sorry, X).

If past generations feared technology-induced decay, Gen Z and Millennials have made it into a vibe.

And marketers have already cashed in.

[Keep reading]

-Sophie, Writer

Another year, another emotional Grammy celebration that was dramatic from the get-go.

(The uninvited Mr and Mrs Kanye West caused a stir before the show even began!)

But no matter the year, these shows always have a "story", a formula of sorts, that they follow.

Now I'm not saying they're rigged.

But Grammy ceremony organisers not only expect, but hope for the same scenes every year. You know, speeches about political and social issues, tribute performances, first-time wins, surprise snubs, and tear-jerker journeys leading to this moment.

But isn't this an awards show? Not a soap opera? Why all the melodrama?

Because, much like how we love stories told through music, we love storytelling elements that show up anywhere. Even in formulaic, tightly-structured awards programs.

Let me explain what I mean...

The hero's journey

Everyone loves an underdog story!

We've all seen it at events like these. Artists face personal battles and/or industry hurdles, and ultimately come out on top by winning a prestigious award.

These could be artists who've been snubbed for years. Or maybe they've come from humble beginnings in a small rural town, only to achieve an impossible dream of global fame (looking at you, Chappell Roan).

[Keep reading]

-Devin, Copywriter

Trend Plug - My Shayla? MY SHAYLA!

Today's hyped-up sound isn’t the original Tyrese Gibson moment. 

But since the name's stocks are up, this time, it’s from a streamer who jokingly mimics the "My Shayla" cry but flips the tone to pure excitement. 

The exaggerated enthusiasm has launched it into meme territory, with TikTokers using the sound to hype up their own versions of unexpected or over-the-top excitement.

Creators are using the sound in reaction-style videos, showcasing anything from getting a notification from that one person to seeing your fav co-worker clock in.

The key? Pairing the overdramatic "MY SHAYLA!" with moments that probably don’t deserve that much hype, but totally get it anyway.

How you can jump on this trend:

Start with the sound. Then, film yourself mimicking the now-viral line by acting confused the first time, then being overly excited the next time you say, "My SHAYLA!!"

A few ideas to get you started:

• "When the package you forgot you ordered finally arrives."

• "Reuniting with the coworker who always brings snacks after they come back from leave."

• "When your video randomly goes viral and doubles your engagement overnight."

-Abdel, Social Media Coordinator

Today on the YAP podcast…

Want even more ‘YAP’ing? Check out the full podcast here.

Ask the Editor

I know I should be posting content about my new clothing brand but I can never bring myself to make content. What should I do? - Warren

Hey Warren!

This is such a common thing that holds so many people back from posting content. One thing that helps me is remembering that no one is thinking about me the way I'm thinking about me. Everyone is paying more attention to themselves, just like I am!

Or as our Head of Strategy, Nate says, there's not a stadium of people waiting for you to put content out. Once you realise no one cares that much, it's liberating. You can be ok posting content that's good enough.

Because you can't improve on something that doesn't exist yet. I hate to say it, but you just have to get over yourself and do it scared. It will get easier once you just start.

- Charlotte, Editor ♡

For the group chat

😲WTF: A spinning birth table?!
✨Daily inspo: you might need to hear this
😊Soooo satisfying: Leg waxing
🍝What you should make for dinner tonight: Homemade mini churros!

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