What on earth is NLP? And why do I need to know about it?

With new technology comes new lingo, and the rapid growth of AI’s use in marketing is no exception.

Today, we’ll break down what you need to know. In simple terms. Because we’re new here, too.

In today's newsletter:

• AI is marketing’s main character at the moment (let’s get your vocab up to speed)

• Tired of chasing trends to no avail? (tap into cultural moments instead!)

• Trend plug - We’re F*ed. And nobody seems to care!

• Ask the Editor - We’re creating content, but want to grow our audience faster!

- Charlotte, Editor ♡

p.s. If you're reading this and you want to start creating viral content for your brand, our cohort program is set up to help you do that. Lucky for you, we’ve just opened registrations for our August intake! Learn more.

If you haven’t already, it’s time to come to terms with the fact that AI will be taking centre stage for the foreseeable future.

Particularly for us marketers.

A recent study by Hubspot found that 81% of people in our industry say AI is effective at assisting them in their role.

On top of that, 56% of marketers who use generative AI for content creation say their content performs better than content created without it.

If you’re a late adopter, that’s fine. It’s a crazy world we live in.

And with new technology coming at us faster than ever before, it’s okay to be overwhelmed (and confused, because wtf are Neural Networks and why are they smarter than me?)

But PUT DOWN THE GPT prompts. You’re going to need to brush up on your lingo before anything.

And when I say you, I mean us, because girl… I just got here, too.

Lucky for us, Asa Hiken and Garett Sloane of AdAge created a glossary that’s going to whip us into shape in no time.

[Keep reading]

-Sophie, Writer

Stop Chasing Trends & Do This Instead

Cultural trends shift faster than you can blink these days.

By the time you search for them on TikTok, they’re gone. And your nanosecond attention-spanned audience is on to the next new shiny thing.

If you’re one of the many brands trying to chase down these trends as a part of your marketing strategy, you’re catching fog with a fishing net.

I.e. it’s a waste of time.

Following the latest fleeting trend in a time where memes change by the literal hour is

1. exhausting and 2. not going to move the needle with consumers.

However, tapping into cultural moments is important for brand relevance.

Not only does it capture attention, but it also helps connect with consumers on a deeper level. And that's crucial in an oversaturated media landscape.

What you want is to create lasting cultural impact.

[Keep reading]

-Sophie, Writer

Trend Plug - We are F*cked.

This latest trend comes from James Charles being categorically dramatic.

In the original clip, James is screaming "We are f***ed and nobody seems to care, we need a full factory reset!" referring to learning about quicksand when he was little.

Tiktokers are now using this sound to talk about situations that scare them frantically, but other people don't seem to really care about. Some being serious situations, with others being kind of silly. 

How you can use this trend:

To participate in this trend is very easy. Simply think of a situation (either silly or serious) that scares you frantically and use it as an on-screen text. Don't forget to lip sync the words of the sound.

A few ideas to get you started:

• "Me thinking about how AI could take over our jobs".

• "Me after my fourth post in a row flops".

• "Me when my favourite coffee shop is closed"

-Carter, Intern

Tune in to the YAP Podcast

We’re breaking it down for you.

Listen to the YAP podcast Tuesday - Saturday, where we talk about everything that’s happening in marketing right now so you’re always in the know.

Watch the full podcast here and subscribe to our YouTube Channel so you never miss an episode.

Ask the Editor

Q - Our team's doing pretty well creating TikTok content but we want to grow our audience faster. What tips do you have for us? - Esther

Hey Esther!

If you aren't already, I'd start investing resources into community management. Have someone in your team find other accounts that are relevant to your industry and get in the comments of their posts. Because people who are interacting with other, bigger brands in your industry are likely your target audience.

So interacting with other brands and their audience in the comments is a great way to grow your own audience. Another benefit to this is you'll start to get content ideas for your brand because you'll see what people are talking about related to your industry.

Use these topics of conversation to inform your content. Then you'll know what you're talking about is what your audience cares about right now!

- Charlotte, Editor ♡

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