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.
When the chatbot starts talking back
Investigates AI psychosis phenomenon where chatbot interactions trigger mental health episodes, revealing how AI amplifies existing human vulnerabilities.
The collapse of cool
Examines how authentic 'cool' has been destroyed by algorithms and irony, replaced by commercialized rebellion that lacks genuine cultural resistance.
Maybe we all just need to go for a walk...
Analyzes @hikingshawty's success with simple daily walk posts, highlighting the rise of 'slow content' as response to digital fatigue and algorithm chaos.
We’re not going back, but we’re not quite here either
Explores how nostalgia marketing thrives during uncertain times, using Kylie Jenner's 'King Kylie' comeback as example of brands leveraging familiar content.
AI-generated music is about to be huge. So, what does that mean for us?
AI music generator Suno's massive valuation reflects the industry's shift from fighting to embracing AI, marking the collapse of creative truth in favor of content.
Engagement farming and the death of nuance
Social platforms reward emotional reactions over truth, creating an environment where nuance dies and engagement farming thrives. Brands chase provocation over connection.
Why every platform has become a checkout line (and what marketers need to do about it)
Every platform has become a shopping destination, transforming the internet from a place of curiosity to conversion. Marketers must adapt by bringing back authenticity.
Does anybody even read websites anymore?
Websites are no longer the center of brand storytelling. Audiences now discover and engage with brands through social platforms, newsletters, and other channels instead.
I read the 36 predictions for social media in 2026 so you don’t have to
Analysis of 36 social media predictions for 2026, highlighting key trends like declining organic reach, AI automation, dark social tactics, and creators as media networks.
Why has the internet turned femininity into a marketplace?
The internet has created a 'womanosphere' that commodifies different types of femininity, from tradwives to clean girls, turning identity into marketable aesthetics.
Everyone’s “locking in”, and maybe that’s a good thing
Gen Z's 'locking in' trend involves disappearing from social media for focused self-improvement, representing digital minimalism over hustle culture.
Why everyone's doing visual decluttering (and where it leaves brands)
Visual decluttering trend shows consumers removing brand labels from products to combat marketing oversaturation and reclaim psychological space.