Your ATTN Please || Saturday, 19 April

Brace yourselves, I’m about to drop a slur that could hurt sensitive ears: “Influencer.”

Once upon a time, being an influencer meant you were amongst the vanguard of big trends and cultural movements. But these days, it often means you’re rich… and annoying. But believe it or not, influencers are still out here killing the game. Even with a bad rep today, marketers shouldn’t ignore their natural gift to - well, influence.

-Devin, Guest Editor

WHAT’S HAPPENING IN MARKETING TODAY?

Insta locks in with lockable posts, Chili’s beefs with Big Macs & Zuck rejects the FTC’s monopoly claims

Instagram tests lockable posts to enhance engagement.

Ooooo I like this. The locked post format will prompt users to enter a “secret code” to view the content. Obviously, this would be a great way to drive engagement within specific segments of your audience – whether it’s for superfans who’ve obtained a code through whatever means you choose, discounts for previous customers instead of your entire followers list, or region-specific updates.

It’s not available just yet, but it has a bunch of potential use cases and will be an interesting test. I believe this is part of a push from Meta to encourage DM engagement in the app. Reminds me of the “reveal” sticker that IG added for stories last year, which hides your Stories behind a blurred effect that can only be lifted by sending the creator a message. The feature was teased by the Instagram Design profile, so no word on when it will be released, but I’ll keep my ears tuned for y’all.

Chili’s takes on the McDonald’s Quarter Pounder.

We love a fast-food chain feud. It genuinely never gets old. And Chili’s is the next contender in the ring – trolling the golden arches with the Big QP burger – which not only has a similar name, but also the same ingredients: two slices of American cheese, pickles, ketchup and diced onions.

However, in a press release, Chili’s claims that its version has 85% more beef, making it “even more value-packed” than the classic. Usually with this kind of fast-food beef (pun intended), the jabs are indirect and slight – but it appears Chili’s has gone straight for the jugular. Do we smell a Maccas lawsuit on the way?

Zuckerberg rejects FTC's arguments on Day 1 of Meta antitrust trial.

The Meta CEO took the stand on Monday, marking the first day of the landmark competition trial brought against the tech company by the Federal Trade Commission. The claims laid against him? Meta sought to unlawfully stamp out market competition through the respective 2012 and 2014 acquisitions of Instagram and WhatsApp, and now operates an illegal monopoly over apps for sharing content with friends and family, a position it secured in part due to said acquisitions.

Zuck denies such claims, stating Meta holds no such monopoly since its platforms compete against other social giants like TikTok, YouTube, and X. And I’d have to agree. Just because Meta is a social media giant, doesn’t mean it holds the whole market. I guess time will tell what the judge has to say.

Anyway, that’s all folks!

-Sophie, Writer

DEEP DIVE

Is “Influencer” a dirty word?

Somewhere between the rise of TikTok and the fall of trust in, well, literally everything, the term "influencer" quietly became a slur.

Somewhere between the rise of TikTok and the fall of trust in, well, literally everything, the term "influencer" quietly became a slur.

It describes someone who's not quite a scammer nor a sellout, but you definitely wouldn’t want to get stuck behind them in line at Erewhon.

Once upon a time, they were a symbol of millennial hustle culture and dream-job realness. Now, the influencer is now more often mocked than admired, especially online.

And yet, despite all the hate, brands keep writing the checks. Influencer marketing is alive, well, and still incredibly effective. So, what gives?

It wasn’t always like this.

Back in the golden age of Instagram, being an influencer was aspirational. Aesthetically pleasing flatlays, beachy backdrops, mysterious captions about “projects in the works”. Life looked perfect, and followers wanted in.

Then came the overexposure. The spawn of #sponcon. The copy-paste captions. The wildfire of “authenticity” that felt anything but. There were missteps - like that Fyre Fest moment where everything imploded - and more than a few scandals (remember when people started buying followers like they were concert tickets?).

Add a global pandemic, a few social reckonings, and the fact your mom’s friend now calls herself an influencer, and suddenly the whole thing just started to feel... icky.

Enter the “creator.”

The word “creator” started gaining traction as a way to escape the stink. Influencers didn’t want to be seen as human billboards - they wanted to be taken seriously. “Creator” sounded more professional. More respectable. Less... well, embarrassing.

To be fair though, this wasn’t just a rebrand. Many of these people were creating. They were shooting videos, editing content, building communities, developing full-blown personas with story arcs and character development that would put some TV writers to shame.

So “creator” became the preferred label, especially among those trying to distance themselves from the influencer backlash. Not everyone making content wants to influence your purchases. Some just want to tell stories. Or be weird. Or, let’s be honest, still influence your purchases (but without looking like they're trying).

But are influencers actually less influential?

Short answer: absolutely not. If influencer marketing didn’t work, brands wouldn’t still be throwing money at it. But they are. In fact, they’re budgeting more. Because whether we want to admit it or not, the power of a trusted face recommending something on our feed still hits harder than some generic product shot.

We might be more critical and roast them in the comments, but the engagement is still there. The reach is still wild. And the conversion rates? Often better than traditional marketing. So yeah, people love to hate influencers - but you’re still watching them, aren't you? Still copying their skincare routines? Still buying the damn Stanley cup?

What does this mean for us marketers?

Influencer fatigue is real, but that doesn’t mean influencer marketing is dead. It just means you have to be smarter about it. Gone are the days of handing a product to someone with a ring light and calling it a strategy. Consumers expect nuance. They want connection and can spot fakery from ten scrolls away.

So, partner with people who actually create. Look beyond follower count. Find the ones who are building communities, telling stories, and offering more than a sales pitch. Let them bring your brand into their world—not the other way around.

Also? Don’t be afraid to poke fun at the culture. Duolingo’s unhinged mascot is out here terrorizing TikTok, and it’s working. Not every brand needs to be that chaotic, but embracing the weirdness of internet culture is better than pretending you're above it.

So… is “influencer” a bad word?

Maybe. But it’s still a profitable one. And until we come up with a better term for “person on the internet who makes me irrationally want to buy things,” we’re all just gonna keep on scrolling, judging, and adding to cart.

Haters gonna hate. Marketers gonna market. And influencers? You already know what I'm gonna say.

-Sophie, Writer

TREND PLUG

“Almost forgot this is the whole point”

Matt Berry's charming 2008 bop "Take My Hand" takes you on a whimsical journey of self-reflection, euphoria, and reminiscing on your "why".

It's a simple love song packaged with a vintage folk-pop sheen that feels very 70s, which might explain why it sounds so breezy, nostalgic and strangely familiar. It's almost as if your past self is checking in on the you of today. That's exactly why it's the perfect soundtrack for a trend that's been eating up For You pages recently: remembering how far you've come and why you're still doing what you're doing.

Most people are hopping on this trend for pretty wholesome reasons, like remembering family and all the good times. But some are putting a comedic spin on the idea, like they’re doing it all for a submissive BF and flashy breakfasts.

How you can jump on this trend:

Grab this sound, film yourself and/or add footage of your "why" from your camera roll. Add text that says (or is similar to) "Almost forgot that this is the whole point". There's no strict rules here. Just make sure you're either authentically showcasing the people, places and things that drive you, or being ironic about whatever bizarre things keep you moving forward.

A few footage ideas to get you stared:

• Clips of your team having fun, going to dinner together etc.

• Clips of Carol, your desk buddy who's lowkey a bit unhinged

• Clips of various pets your clients and team bring into the office

-Devin, Copywriter

FOR THE GROUP CHAT

😲WTF: What is happening in France?!
✨Daily inspo: i miss kobe
😊Soooo satisfying: PERFECT scoops
🍝What you should make for dinner tonight: Thai Garlic Fried Shrimp!

TODAY ON THE YAP PODCAST

Want even more “YAP”ing? Check out the full podcast here.

ASK THE EDITOR

I know I shouldn't be so boring in my written content but I don't know how else to write. How do I break out of that habit? - Manasvi

Hey Manasvi!

If you're used to writing in an academic or professional style, it can be hard to break that habit. Here are 2 things that may help. First, write like you speak. You're posting on social media, not writing a dissertation. It will take some time to unlearn that stiff way of writing, so a good trick is to read your writing out loud and see what sounds unnatural. Starting sentences with "but," "and," or "so" can make your writing flow better.

My second tip is to pretend you are writing to one person, and a friend at that. If you're picturing writing to the masses, your writing will come off as impersonal. So imagine you're writing to one person instead. This will make your posts easier for your audience to read. When it comes to writing, the more you do it, the easier it will get!

- Charlotte, Editor ♡

Not going viral yet?

We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.

WHAT DO YA THINK?

PSST…PASS IT ON