the newsletter, every issue.
Nine hundred and fifty editions of yap, sat in one place. One long read every friday morning. Always free.
Nine hundred and fifty issues.
We are all the Nihilistic Penguin
A 2007 Herzog documentary clip of a confused penguin became 2026's biggest meme. It represents both burnout and individualism, showing how we find meaning in strange places.
Yes, everything is collapsing, but have you considered collapsing in style?
Apocalypse Aesthetics turns doomsday prep into Instagram content. Brands are capitalizing on collective anxiety by selling stylish emergency supplies and luxury bunkers.
The era of mass virality is old and grey (and what will replace it is far more complicated)
Mass virality is dead. Success now means sparking conversation across multiple niche communities simultaneously rather than dominating one platform.
The rise of wellness anarchists: Why fitness culture's bad boys are actually refreshing
Wellness anarchists are rebelling against fake fitness culture with chaotic authenticity. They show you can be fit AND flawed, challenging perfection standards.
How Heated Rivalry became the show everyone can't shut up about (with basically zero marketing)
Heated Rivalry exploded from 30M to 324M views with minimal marketing. They leveraged existing fans and organic word-of-mouth instead of ads.
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.