#fairycore #mothcore #nostalgiacore

Whatever you’re into, TikTok’s got a niche corner dedicated to it.

For brands, these micro-communities are the perfect place to find highly engaged audiences. But before you dive head-first into niche life, there are a few rules you need to understand.

In today's newsletter:

• Why the algo loves niche content (and why you should, too)

• The secret to Diet Coke's incredible staying power (find out why this brand has been a cultural icon for literal decades)

• Trend plug - I’m not doing this anymore

• Ask the Editor - I work in the medical device industry and am stuck on content ideas. What’s your advice?

- Charlotte, Editor ♡

Why The Algo Loves Niche Content (and why you should, too)

Mass appeal who?

Dead. Buried. RIP.

Right now, it’s all about the niche. Hyper specific, deeply personal, gloriously weird and unapologetically not for everyone.

It’s the 'I’m not like other girls,' but for marketing.

The brands that thrive in this new landscape aren’t even trying to please the masses.

They’re zoning in on micro-communities, speaking their language, and delivering products and campaigns that feel tailor-made.

Welcome to the age where smaller is not just better. It's the only way forward.

Nobody wants to feel like they’re one of a million, consumers included. We want to feel like the one.

So, if you’re still clinging to that one-size-fits-all marketing playbook, it’s time to Marie Kondo it and lean into the power of the niche.

But wait, why are niches popping off?

Social media algorithms absolutely love niche content.

TikTok’s algorithm, for example, is practically designed to shove your hyper-specific guilty pleasures into your face. (#goblincore, anyone? Oh, sorry, you’re #gremlincore? My bad.)

[Keep reading]

-Sophie, Writer

One thing about us marketing girlies? We love a D.C.

When that 2pm, post-lunch crash starts hitting, Diet Coke is your bestie.

Sweet, sparkling and skinny.

In the 80s and 90s, these three words were THE lifestyle.

And Diet Coke successfully tacked its brand onto the era where thinness was a virtue, and indulgence was swapped out for restriction.

Problematic? Absolutely.

But effective? Unstoppably so.

When the drink launched in the year 1982, it was more than just another soda on the shelf. It was an aspiration.

Diet culture was high on the rise, and Coca-Cola was selling the dream of guilt-free indulgence. No calories, no sugar, no problem.

The beverage's marketing spoke directly to a growing audience of calorie-conscious consumers who were ready for a soda that let them have their cake and drink it, too.

The timing was everything. Soon, Diet Coke became shorthand for discipline and sophistication. Everything from the silver can to the word DIET plastered on the side was oh so chic.

This was not about slurping down sugar like any other regular soda. It was about making a choice, and more importantly, putting that choice on display.

[Keep reading]

-Sophie, Writer

Trend Plug - I’m Not Doing This Anymore

This trend comes from Charli D’Amelio’s 2023 interview on the On Purpose Podcast with Jay Shetty.

During the conversation, she opened up about hitting 100 million followers on TikTok at just 16 years old. Spoiler: it didn't feel as amazing as it looked.

Charli shared, 'I was like, I’m not doing this anymore. Like, I physically cannot do this,' and TikTok has turned this quote into a relatable audio moment.

People are using the sound to talk about their own 'I’m done' moments—usually tied to work or life struggles. The best ones are funny and relatable, like 'Me to my work bestie after every shift' or 'When it hits 2pm at work.'

How you can jump on this trend:

Film yourself lip-syncing to the sound, or use the greenscreen option if you’re camera-shy. Add onscreen text to describe what’s making you feel totally over it.

This trend is perfect for showing those moments where you’re this close to quitting...but keep going anyway.

A few ideas to get you started:

• 'Me after getting through 5 rounds of client feedback and they ask for one more tweak.'

• 'Me to my bank account after spending all my paycheque on iced lattes.'

• 'Me pretending I don’t see emails coming in after 5 p.m.'

-Abdel, Social Media Coordinator

Today on the YAP podcast…

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

Ask the Editor

Q - I work in the medical devices industry and am stuck on content ideas. We have to be careful with the messaging around our products and I'm afraid to get it wrong. -Sierra

Hey Sierra!

Yeah, I can see how that could get dicey! Thankfully, your brand's social accounts don't have to have content about the actual thing you're selling. A much better way to think about your content is to ask yourself what your audience will enjoy watching.

For example, you could create skits about what it's like working in an office. This kind of content is highly relatable. It's also a great way to help your audience feel connected to the humans behind your brand, rather than just some faceless entity.

Skits may not fit your brand. But the point is, there are so many ways you can connect with your audience beyond talking about what you do.

As long as your content is interesting to your audience, it will help you build your brand. So don't let your industry stop you from getting creative!

- Charlotte, Editor ♡

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