tiktok.
TikTok isn't sharing culture. It's looting it.
TikTok moves fast. So does the language it spreads. But most of the slang on your FYP came from somewhere specific, and by the time it goes viral, the culture behind it is long gone.
Read the full thing →You don’t need a million followers to make it as a creator (and the data proves it)
The creator middle class is now viable with 45.6% of creators earning between $10K and $100K annually. Success in 2026 means building community over chasing virality, focusing on niche content, and developing long-term brand partnerships. You don't need millions of followers to make real money as a creator anymore. Depth beats reach and thoughtful content for specific communities wins.
tiktokThe Staples Baddie has a marketing lesson: just do the video
A Staples print specialist started posting TikToks about services customers don't know about like custom mugs and stamp making. One ASMR video got 765,000 likes and drove measurable store traffic increases. Her anti-strategy is not overthinking content and just talking authentically about things she's passionate about. No content calendars or approval workflows. She proves that corporate marketing can't manufacture the authentic enthusiasm employees naturally have.
tiktokNot everything is about you and that's ok
The bean soup theory explains how social media has killed our ability to accept that not everything is designed for us. People now weaponise personal preferences and identity to demand that creators and brands cater specifically to them. If something doesn't resonate with you, the solution is simple. Scroll past it and find what actually is for you.
most read in this topic.
TikTok isn't sharing culture. It's looting it.
TikTok moves fast. So does the language it spreads. But most of the slang on your FYP came from somewhere specific, and by the time it goes viral, the culture behind it is long gone.
You don’t need a million followers to make it as a creator (and the data proves it)
The creator middle class is now viable with 45.6% of creators earning between $10K and $100K annually. Success in 2026 means building community over chasing virality, focusing on niche content, and developing long-term brand partnerships. You don't need millions of followers to make real money as a creator anymore. Depth beats reach and thoughtful content for specific communities wins.
The Staples Baddie has a marketing lesson: just do the video
A Staples print specialist started posting TikToks about services customers don't know about like custom mugs and stamp making. One ASMR video got 765,000 likes and drove measurable store traffic increases. Her anti-strategy is not overthinking content and just talking authentically about things she's passionate about. No content calendars or approval workflows. She proves that corporate marketing can't manufacture the authentic enthusiasm employees naturally have.
Not everything is about you and that's ok
The bean soup theory explains how social media has killed our ability to accept that not everything is designed for us. People now weaponise personal preferences and identity to demand that creators and brands cater specifically to them. If something doesn't resonate with you, the solution is simple. Scroll past it and find what actually is for you.
I finally joined TikTok. Why is everyone always in a scandal?
TikTok is dominated by creator drama because conflict drives engagement. The algorithm rewards beef, creating a toxic cycle of manufactured scandals.
get the weekly in your inbox.
27,000 founders, agency people, and the occasional cmo. one yap a week, never on a tuesday.
subscribe to yap ↗