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.
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.
Why vertical soap operas are all over your feed right now
Vertical soap operas are dominating social feeds with 30-second melodramas designed for mobile consumption and algorithmic engagement.
Digital intimacy in the age of parasocial everything
Parasocial relationships define modern digital culture as audiences form one-sided bonds with creators who monetize emotional proximity and fake intimacy.
How to make customer reviews your secret weapon
Customer reviews drive purchase decisions, especially in beauty. Learn ethical ways to incentivize authentic reviews for social proof and conversions.
Reputation is the new ROI
Modern brands face constant reputation battles as social media transforms marketing into real-time moral warfare where meaning matters more than traditional ROI.
From feed to front window (how the internet has colonised the corner store)
Physical stores now resemble algorithm feeds, selling viral TikTok products and adopting internet aesthetics as online culture colonizes real-world commerce.
Is brand differentiation overrated?
Brand differentiation might be overrated. Byron Sharp's research suggests distinctiveness and familiarity drive growth more than being radically different from competitors.
Post-truth marketing: How do you build a brand when no one believes anything?
With media trust at record lows of 28%, marketers face a post-truth landscape where belief matters more than facts and coherence builds brand authority.