the newsletter, every issue.
Eight hundred and eighty-five editions of yap, sat in one place. One long read every friday morning. Always free.
Eight hundred and eighty-five issues.
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.
What’s up with the memeification of political violence in the public eye?
Political violence becomes viral content as social media transforms tragedy into shareable memes and algorithmic engagement.
Welcome to the era of Meta Marketing
Marketing evolves beyond selling products to creating cultural moments where the campaign spectacle becomes the actual product.
Referral Comp Leaderboard Update - 23 Jan
Referral competition leaderboard update from Charlotte Ellis.
The kids aren't drinking: inside alcohol's failing rebrand
Gen Z rejects alcohol despite industry rebranding efforts with celebrity partnerships and wellness positioning failing to convert.
Is 2016 nostalgia the blueprint for hope?
Millennials are sharing 2016 content on social media, with Gen Z joining in. This represents a shift from irony to sincerity nostalgia.
How to use your phone instead of letting it use you
Transform your phone from a passive consumption device into an active creative tool by changing how you interact with content.
An Emily in Paris reality check (don't quit your job and move to France just yet)
Emily in Paris shows unrealistic marketing work. Real marketing involves lengthy approvals, budget constraints, and complex processes.
Let the Tumblr kids rejoice: stills are having their moment again.
Instagram carousels are outperforming video content with higher engagement rates. Static images are making a comeback over Reels.
Marketing to the forgotten generation: How to reach zillennials
Zillennials are a overlooked micro-generation with unique traits. They value authenticity, are price-sensitive, and skeptical of influencer marketing.
On the snake year and digital tenderness
The Chinese zodiac created a framework for collective vulnerability on social media, transforming individual struggles into shared experiences and fostering genuine community support online.
Are you a digital hoarder? Why we’re all saving content we’ll never look at again.
Digital hoarding of saved posts, bookmarks, and screenshots has become widespread as we collect content against imaginary scarcity while never actually engaging with it.