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You’re not as smart as you think.

No one is.

So why do we create content designed to make us look like we know it all? No one wants to read that, anyway. Today, we’re revealing why content that ‘adds value’ isn’t getting you anywhere (and what the fix is).

In today's newsletter:

• Why 'value-driven' content doesn't work (here’s what to try instead)

• VHS makes a comeback for Alien: Romulus release (find out why fans happily coughed up $60 USD for a copy!)

• Trend plug - Suspect challenge

• Ask the Editor - How do I become a thought leader in my written content?

- Charlotte, Editor ♡

'The more you know, the more you know you don’t know.'

It’s a saying often attributed to Albert Einstein and Aristotle.

And it’s a concept most of us inherently understand.

This sentiment is also known as the Paradox of Knowledge, which is the humbling realisation that there will always be more to discover.

True experts know this. However, they go on to tell the world in their content how smart they are, trying to assert their authority in their field.

But, in actual fact, they know deep down that what they know now is different from what they knew yesterday. And it will be different again tomorrow. Because knowledge isn’t absolute and finite.

So their content ends up in this Valley of Death, sometimes for months or even years.

Until, finally, they realise that sharing their 'expertise' isn’t working for them. And they give up.

But what if I told you there was another way? Two, in fact.

[Keep reading]

-Stanley, Founder & CEO

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VHS Makes a Comeback for Alien: Romulus Release

Time to break out that dusty VCR from your parents' basement.

Or maybe you can dig one up at your local pawn shop.

Because a classic sci-fi/horror series is bringing back that old school scary movie feel that children of the 80s know too well!

To celebrate Alien's 45th anniversary, 20th Century Studios recently announced a limited edition release of the latest instalment, 2024's Alien: Romulus, on VHS.

In this format, fans can watch the movie in a classic 4:3 aspect ratio (16:9 is the standard today). The special edition comes in a sleeve with box art reminiscent of other late 20th century horror classics.

Pre-orders opened up this week for the December 3rd release and have already sold out, with avid fans coughing up a hefty US$59.96 for a copy.

[Keep reading]

-Devin, Copywriter

Trend Plug - Suspect Challenge

TikTok’s 'Suspect Challenge' lets you call out your friends in the best (and most embarrassing) way possible.

Kind of like the 'Running From Police' trend we covered a bit ago, this one has friends filming each other running while dropping roast-worthy 'suspect' lines. The twist? Instead of hyping each other up, the roasts are painfully relatable quirks we all pretend we don’t have.

There’s no viral sound here—just the hashtag #suspectchallenge.

Some leave in the reactions, which can be even funnier than the roast itself. Examples could literally be anything from 'Suspect is 27 but thinks she's 21,' or 'Suspect has a screen time of over 20 hours.'

How you can jump on this trend: 

Grab a friend (or a work buddy who can take a joke). Take turns chasing after each other, and roast each other, starting each roast with, 'Suspect is...'

Keep it light, but also keep it real! Filming it all in one go makes the reactions more genuine, which TikTok loves.

A few ideas to get you started:

• 'Suspect pretends to be "chill about likes" but refreshes every five minutes'

• 'Suspect shares "work-life balance" tips but is online at 2 a.m.'

• 'Suspect swears by their "morning routine" but actually wakes up at 10'

-Abdel, Social Media Coordinator

Today on the YAP podcast…

Want even more ‘YAP’ing? Check out the full podcast here.

Ask the Editor

Q - How do I become a thought leader in my written content? -John

Hey John!

As I'm sure you know, becoming a thought leader doesn't happen overnight. So if that's your goal, you need to be prepared to put out content on a consistent basis. Your content should centre around your unique take on what's happening in your industry right now.

You don't need to position yourself as someone who knows everything (see the above article on why value-driven content doesn’t work). Instead, share what you've learnt through challenges you've overcome in your time in your field.

Another important part of building thought leadership is growing your network. Connect with people who are forward-thinking in your industry. Engage with their content and contribute your own thoughts to the conversation.

The more you interact with people in your industry and share your insights, the more you'll be seen as a thought leader over time. Remember to keep your content authentic to you, which is how you’ll stand out as someone who has a fresh perspective!

- Charlotte, Editor ♡

For the group chat

😂 Yap’s funniest home videos: POOR KITTIES
❤How wholesome: that’s it i’m adopting a vlog
🎧Soooo tingly: SOAP CUTTING
🍝What you should make for dinner tonight: 5 ingredient dinner

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