You don’t have time to keep up with all the algorithm updates.

Don’t worry. We’ve got you.

Today, you’ll find out what Instagram’s latest update means for smaller accounts (psst—it’s good news!)

In today's newsletter:

• Instagram’s big changes could help small creators (here’s everything you need to know about the algo update)

• Can you convince carnivores to try plant-based meats? (why Impossible Foods is targeting meat-eaters instead of vegans)

• Trend plug - Time to get vulnerable (and use this trending sound when you do)

• Thinking about posting on a new platform? (here’s what to do first)

- Charlotte, Editor ♡

Instagram's announced some big changes to its algorithm. These updates promise "a more equal chance of breaking through to new audiences".

It's a big shake-up for the app, but in short, here's what you need to know:

Smaller creators can now reach a bigger audience

Traditionally, Instagram accounts with more followers have seen greater reach. Now, the app says it has created a new ranking system where reels get shown to a small audience.

Then, they show the top performing sets of reels to a bigger audience. And the most popular from that group are then shown to a larger group, and so on.

Rewarding original content

When Instagram identifies 2 or more pieces of "identical" content, only the original one will be recommended on feeds. This means users will see the original content rather than the reposted version.

[Keep reading]

-Devin, Copywriter

Can You Convince Carnivores to Try Plant-Based Meat?

For the last 10 years, there have been a plethora of food innovations stemming from the popularity of veganism and plant-based diets. However, none of them are quite as well-known as Impossible Foods. The brand produces a plant-based meat alternative that’s said to closely mimic its animal counterpart.

But last year, the company saw their stocks plummet 89% and 20% of its employees were laid off. Ouch.

It probably has something to do with the mass realisation that plant-based foods are:

1. Super processed

2. Have far less protein

3. Cost way more than natural meat

Along with the rise of ancestral eating, whole foods popularity and “carnivore diet” fads, the amount of people reaching for pretend meat has dramatically declined.

But nonetheless, Impossible Meats is back. And they've got a whole rebrand and new campaign that targets the opposite of its desired audience.

Meat eaters.

[Keep reading]

-Sophie, Pop Culture Queen

Trend Plug

It’s time to open up!

Right now, people are using this sound to get vulnerable for with their audience. In case you're wondering, the sound originates from a manga edit featuring the song Welcome and Goodbye by Dream, Ivory.

Creators are using the sound for an affectionate little heart-to-heart moment. This may be showing appreciation to a close friend or even reminiscing about a relationship that didn't work out. The videos usually end by one of the people leaning their head on the other’s shoulder.

How can you use this trend?

Get vulnerable and open up! It’s that relatability factor people are resonating with.

For example:

• Ponder about a relationship you thought would last forever (like this)

• Show love to your bestie! (like this)

• Make a twist by pretending you’re fed up with your bestie and you’re pushing them off your shoulder (like this)

-Abdel, Social media coordinator

Tune in to the YAP Podcast

Got FOMO?

Listen to our YAP Podcast Tuesday - Saturday, where Stan & Jony break down the videos that are blowing up on social media. Not only will you learn why they work, but we’ll tell you how to capitalise on these trends before they disappear.

Watch the full podcast here and subscribe to the YouTube Channel so you don’t miss an episode.

Ask the Editor

Q - I want to get my brand on TikTok but haven't ever been on the platform before. Where do I start? -Nick

Hey Nick!

My advice is to just get on the platform and spend some time consuming content. Because you can't go into TikTok assuming it's just like Instagram Reels or YouTube Shorts.

Each platform has its own culture and you need to understand what that is.

So start following a bunch of people and see the kind of engagement they get for different types of content. Then the next step is just starting. Think about what content style makes sense for your brand and then go for it.

It may take you awhile to find out what your audience likes. But as long as you keep consuming content on the platform and putting out your own, you'll eventually learn what works. Good luck!

- Charlotte, Editor ♡