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Advertisers are leaving X in droves.

And now, millions of users are following suit.

Where are they all heading, you ask? Well, they’re off to a shiny new platform called Bluesky. This exodus is bad news for Elon (although I’m sure he’ll bounce back!). But for brands who want to reach fresh audiences, Bluesky is looking preeettty bright.

In today's newsletter:

• Bluesky's the new X, but better (here’s everything you need to know about making the jump to this up-and-coming platform)

• Why team brands will win in 2025 (find out whether your org should be using this strategy to get ahead)

• Trend plug - A normal person would’ve probably let that go

• Ask the Editor - Does my team need to be in content?

- Charlotte, Editor ♡

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OK, its official.

We’re all breaking up with X.

You know in Mean Girls, when The Plastics decide Regina George can’t sit with them and choose Cady Heron instead?

Well, this is like that. But Regina is X and The Plastics are the 1 million users who have fled elsewhere.

So, who is Cady Heron in this scenario, you ask?

The unsuspecting Bluesky – a decentralised microblogging platform.

Let’s not sugar coat it. X (formerly known as Twitter) has been on a bumpy ride ever since Elon Musk stepped into the picture.

Okay, bumpy is an understatement. We’re talking turbulence through the roof, oxygen masks ON, help-yourself-before-helping-others, knee-brace position kind of ride.

From mass layoffs and erratic algorithm changes to content moderation (or lack thereof), it’s been a masterclass in how to alienate your user base in record time.

And now, with the U.S. election acting as the cherry on top of this dumpster fire, users and brands alike are hitting the eject button and landing in a shiny new corner of the internet: Bluesky.

So, what’s the deal?

We’re about to break down the drama, the migration, and what brands need to know if they’re considering hopping on this new bandwagon.

[Keep reading]

-Sophie, Writer

Why Team Brands Will Win in 2025

There’s no ‘I’ in team.

But there is one in 'team branding.'

And it stands for individual impact, innovation and influence.

It’s no secret that personal branding is a must-have for those in business these days.

But what most people don’t know is that if you can get everyone in your team building their personal brand, you'll have created a marketing powerhouse.

One that will have ripples of influence that extend far beyond the reach of your official company account, or even the founder's personal brand.

Because the truth is, few can genuinely relate to the person at the top.

But a hell of a lot more people can relate to the people in your team. And that’s where the magic is.

But understand this: building a culture that facilitates such an open and authentic presence online is not easy. And it certainly comes with its own risks and challenges.

The payoff, however? Well worth it.

And while most companies are still fumbling over social media policies, the smart ones are quietly making a cultural shift.

Here’s why your company should stop worrying about controlling the narrative and start empowering your team to run their own personal brands.

Spoiler alert: it’s a game-changer.

[Keep reading]

-Sophie, Writer

Trend Plug - A Normal Person Would’ve Probably Let That Go

We're getting in our petty bag for this one!!

This trend uses a clip of Daisy Jones from Daisy Jones & the Six where Daisy says the now-iconic line, 'I mean sure, a normal person would've probably let that go.' 

That moment is followed by an edit that's paired with Fleetwood Mac's 'Dreams' playing in the background.

TikTokers are using this trend to point out moments where they'd be petty and wouldn't let something go.

Examples are so funny (and real), like, 'If your friends aren't liking your posts, they are not your friends' and 'me googling every little symptom I have to make sure I'm okay.'

How you can jump on this trend:

With this sound, lip sync the line, 'I mean sure, a normal person would've probably let that go.' Add your onscreen text, describing something you simply can't let go.

A few ideas to get you started:

• 'Me replying to every hate comment on my video'

• 'When the client doesn’t listen to your strategy but still blames you when it flops.'

• 'When another brand launches a campaign that looks just like the one you pitched last month.'

-Abdel, Social Media Coordinator

Today on the YAP podcast…

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

Ask the Editor

Q - Do I need to get my team in content or is it ok to just use UGC? -Bri

Hey Bri!

There's no right or wrong here, so it really comes down to what works for your brand based on your situation and goals. You may feel like your team understands your strategy best, which might mean you want to have them be in your content.

If your team doesn't have a lot of time to be in content, you might opt for UGC. You also might be worried about having someone in your team become the face of your brand if you don't think they will be around long-term. And that's fair!

If that's a concern, you can hire external talent or have multiple people be in your content so you don't run the risk of tying your brand to just one person. But if you do go with external talent, you need to make sure they understand your social strategy so the content they create is on brand.

Whichever one you choose, you are entrusting your brand to the people who are in your content. So clear communication on your goals is key!

- Charlotte, Editor ♡

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