More tears = More likes.

TikTok loves a good trauma dumping sesh.

The more personal and heart-wrenching the content, the more viral it goes. Creators known for airing all their drama get a helluva lot of attention on the platform. But is it ethical for brands to work with them?

In today's newsletter:

• Can brands (ethically) engage with trauma content creators? (here are 3 tips for brands brave enough to step into this space)

• Head of IG reveals why they downgrade your video quality (yes, it’s a thing—and for good reason!)

• Trend plug - Bum biddy biddy biddy bum bum

• Ask the Editor - How do I figure out my brand’s tone of voice?

- Charlotte, Editor ♡

Have you ever come across one of those insane storytelling TikTok’s and think: do I (and millions of other random people on the internet) need to know this?

TikTok’s done a lot for us, but it’s also given rise to a whole new type of content: deeply personal stories.

Breakups. Divorces. Family blowouts. You know, the kind of drama we used to keep in the family group chat. Now, aired out for the world.

Some of these things I wouldn’t even tell my own mother.

So why do people feel compelled to this non-consensual trauma dumping?

Because trauma content, to put it bluntly, performs.

Those heartbreaks and hardships have become the digital age’s hottest currency. The more raw, the more viral—sometimes even paving the way for influencer careers.

But while 'keeping it real' has its appeal, there’s a bit of a dark side here. This isn’t just personal expression; it’s also a culture that rewards pain points as clickbait.

For brands, it raises the question: is there a way to work with creators who tap into these stories without crossing ethical lines?

And if so, what’s the best approach?

[Keep reading]

-Sophie, Writer

Head of IG Reveals Why They Downgrade Your Video Quality

Ever noticed your Reels (or ones made by other smaller creators) have a video quality problem?

Maybe you've got a handful of shiny 4K videos on your page, but most of them look like they were filmed on an OG iPod Touch?

You use the same device for each video and you always opt for the best video resolution. So, what gives?

Turns out, you're not making any mistakes and your phone's not bugging out.

As Instagram's head Adam Mosseri recently revealed, the app is intentionally reducing the quality of your videos - more specifically, the ones that aren't raking in the views.

Excuse me -- what?

Yes, you read that right.

Last week in a video AMA (Ask Me Anything), Mosseri addressed the user concern that some videos look more crisp than others.

He explained that Insta was prioritising the most popular videos. The platform reserves higher quality settings for those bringing in the most views.

[Keep reading]

-Devin, Copywriter

Trend Plug - Bum Biddy Biddy Biddy Bum Bum

Your newest trend comes from one of Adam Sandler's earlier movies, Eight Crazy Nights.

Yes, the movie may be more than 20 years old, but that does not matter in the world of TikTok. One TikToker used a particular clip from the movie where people are singing 'bum biddy biddy biddy bum bum,' and for some odd reason, it has become our latest trend.

TikTokers are using this sound to talk about certain problems they face in everyday situations, while also popping a little boogie. For example, 'trying to go to bed in your 30's' or 'when it's payday and your money hits the bank'.

How you can jump on this trend:

Using this sound, share a situation that is relatable to your target audience.

Make sure to use the first 4 or so seconds to explain the scenario. Then, when the audio switches to people singing, list all the problems that come up when you're in that situation.

A few ideas to get you started:

• Finally getting the courage to post a TikTok....no views/likes, hate comments, etc.

• Going to make a coffee....there's a line of people, we've run out of milk, etc.

• Coming into work in a good mood....boss is angry, work bestie isn't here, etc.

-Carter, Intern

Today on the YAP podcast…

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

Ask the Editor

Q - I'm launching a wedding planning business and am trying to work out my brand tone of voice. I want it to be distinct from my personal TOV. How do I decide? -Shayna

Hey Shayna!

There are a few things you want to be thinking about as you decide what your brand's tone of voice will sound like…

What's your brand's personality? Are you the in-the-know best friend helping your clients plan their big day? Are you the calm voice of reason in the chaos that is wedding planning? Write down a handful of adjectives that describe the personality you want this brand to have.

What are your brand values? Are you offering great value for money? Is your service about giving couples the wedding of their dreams? As you think through these values, consider how they will translate into your brand voice.

What will resonate with your audience? What are they looking for in a wedding planner? What do you want them to feel when they interact with your brand?

One thing to remember is that this is just a starting point. It's ok to tweak this as you go along based on what you feel resonates most with your audience. But answering these questions should give you some good insight into what kind of TOV you want to create.

- Charlotte, Editor ♡

For the group chat

😂Yap’s funniest home videos: Why don’t you have kids? 🤣 
✨Daily inspo: Big Risks = Big Rewards
😊Soooo satisfying: Who knew food could be so satisying 
🍝What you should make for dinner tonight: TACO BELL BEEF QUESARITO

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.