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.
The schizo-fication of the online world
The internet has shifted from anxiety discourse to 'schizoposting' - fragmented reality where everything becomes symbolically loaded.
How to get influencer marketing right in 2025
Expert insights on influencer marketing success: focus on CPM over follower count, use the 3P framework, and properly calculate ROI for effective campaigns.
Why bizarre creators like "Bread Face" will never go out of style
Bread Face's decade-long success shows how absurd, anonymous content can outlast viral trends through consistency and mystery.
5 reasons your business needs SMS marketing (yes, in 2025)
SMS marketing delivers 98% open rates and 45% response rates. Here's why businesses need SMS in 2025 and how to avoid annoying customers.
How to use your competitor’s mistakes to your advantage (without looking like a villain)
Olipop capitalized on Poppi's PR misstep by engaging frustrated customers directly. Smart competitor monitoring and authentic engagement beat flashy campaigns.
Why The Sims is still dominating—25 years on
The Sims' 25-year success reveals 5 key lessons: evolve with culture, leverage nostalgia, create experiential marketing, build community, and keep content fresh.
Human-made is the new hand-made. So what does this mean for brands?
As AI automates creativity, human-made content becomes the new luxury marker. Brands must decide whether to embrace AI or leverage human authenticity.
Hyper-niche hobbies are the new luxury (here's why brands should pay attention)
Hyper-niche hobbies are becoming cultural powerhouses as obsession trumps broad appeal. Brands should curate niche communities rather than try to appeal to everyone.
The new IG feature you'd be *crazy* not to use
Instagram's new Trials feature shows content to 99% new audiences, bypassing the algorithm. Early results show millions of additional views for creators.
Can a brand thrive without social media? Lush thinks so.
Lush dropped social media in 2021 citing ethical concerns but thrives through community advocacy. Most brands still need social media to survive and grow.
The rebranding of Addison Rae
Addison Rae successfully rebrands from TikTok dancer to Hollywood it-girl through strategic film roles, fashion partnerships, and music career pivots.
Waste.gov’s Royal F-up
Waste.gov launches with placeholder WordPress text and lorem ipsum, becoming a government website fail. The site was quickly hidden after internet backlash.