⚠If you don’t click this button right now the world’s going to explode!!1! ⚠

That’s kinda how scrolling through pretty much anywhere on the internet feels these days.

AI has made it easier than ever to serve highly-targeted, scarcity-driven ads to potential customers. But when does this sense of ‘urgency’ come across more like the boy who cried wolf than anything? And, as brands, is there a better way to get attention?

In today's newsletter:

• Why algo-driven FOMO is so toxic (and what you should be using instead)

• The Jaguar rebrand no one asked for (here’s what happens when you try to jump on the trend bandwagon when it doesn’t suit your brand)

• Trend plug - The arm swing

• Ask the Editor - How can I start selling to my audience? 

- Charlotte, Editor ♡

I recently wrote an article about scarcity marketing and how not to overdo it.

And as I lay in bed at night, reflecting on the articles I’ve written (since, you know, every waking moment of mine is now consumed with marketing insights), I had an epiphany:

AI, and the art of hyper-personalised scarcity, is kind of toxic…

We’re living in the golden age of FOMO.

And predictive algorithms are now the gatekeepers of our desires, whispering, 'Get it before it’s gone' every time we scroll past a limited-edition product or exclusive experience.

Clever marketing? Yes. But it’s also a calculated psychological nudge designed to trigger that panicky, must-buy-now response.

Have you ever been fed a 'limited product drop' so damn hard on your feed that you give in to the algorithmic overlords and convert?

Have you ever felt the actual shakes afterwards out of sheer panic, FOMO, and straight adrenaline?

I feel like that’s kind of messed up when you think about it.

So the question is, are we crossing a line from smart engagement to unhealthy manipulation?

[Keep reading]

-Sophie, Writer

The Jaguar Rebrand No One Asked For

Heritage car brands are having a moment.

Or in Jaguar's case, an identity crisis.

And somewhere in the UK, an old British dad just spat out his Earl Grey.

The race for relevance among legacy carmakers has turned into an accidental how to be uncool contest—and Jaguar’s new minimalist makeover just took home the gold.

Meanwhile, Porsche is proving that embracing your roots doesn’t mean you can’t also be the hottest thing on the block.

So, what’s the lesson here? In the battle of Iconic vs. Ironic, the only way forward is to look back. Let’s dive into why Porsche is winning hearts while Jaguar is losing its legacy.

A feline fumble.

Jaguar’s new rebrand dropped, and let’s just say...yikes.

Gone is the leaping cat and their emblematic chrome vibes. It's been replaced by a minimalist typeface and vibes so sleek, they’re practically non-existent.

It’s like Jaguar took one look at every other brand with a painfully basic aesthetic and thought, Yeah, that’s us now.

The issue? Legacy brands like Jaguar don’t sell minimalism—they sell aspiration. The kind of old-money cool that oozes from a roaring V12 engine.

[Keep reading]

-Sophie, Writer

Trend Plug - The Arm Swing

This trend is blowing up on TikTok, and it’s set to Beyoncé’s '16 Carriages’.

The beat is chef’s kiss for venting your frustrations in the most dramatic way possible.

People are airing their grievances—big or small—in a way that’s both relatable and hilarious. From annoyances like, 'When I'm broke and Apple takes another $11.99' to 'Straight men with podcasts,' the trend is all about keeping it real while vibing to Queen Bey.

How you can jump on this trend: 

To the sound, film yourself swinging your arm down to the beat and overlay text with your gripes. The move is simple: throw your arm down to the beat of the music while sharing something that’s frustrating or disappointing.

If you’re feeling extra bold, the beat drops four times, so you can share up to four things and swing your arm to each drop. Whether it’s work, life, or that one friend who 'forgets' to Venmo you back, now’s your time to vent in style.

A few ideas to get you started:

• 'When the client says it’s a quick edit but it’s actually a full rewrite.'

• 'When my boss says it's urgent but doesn’t reply to my questions for hours.'

• 'When TikTok removes my best-performing video for no reason.'

• 'When the client says, "Let’s hop on a quick call" but it’s actually an hour-long meeting.'

• 'When my friend leaves me on read but posts on their story 10 minutes later.'

-Abdel, Social Media Coordinator

Ask the Editor

Q - I've been posting quite a bit of content for my jewellery-making business. How do I start getting some actual sales from my audience? - Lily

Hey Lily!

I'd think of your content as a brand building tool rather than a sales tool. Having this mindset means you realise, if you build your brand well, sales will come eventually. But it's not something that will necessarily happen right away.

For now, I'd concentrate on making content people are interested in watching, rather than content that directly sells your products.

And there are so many ways you can showcase your jewellery in a fun-to-watch way. For example, you could create videos showing your process. These would likely be quite interesting to watch, especially if you present them well. You could also create behind-the-scenes content about the other aspects of running your business.

If you do this consistently, you'll eventually build up an audience of people who like watching your content. Then, they'll start asking where they can buy your stuff without you ever selling to them. Yes, it may take some time to get there. But you'll get much better long-term results than if you go in with the hard sell.

- Charlotte, Editor ♡

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