A new type of content creator is emerging.

One that actually doesn’t make us feel terrible about our (seemingly) pathetic lives.

In stark contrast to the hustle bros and ✨aesthetic✨ girlies, ‘comfort creators’ are here to give us wholesome, feel-good content. And it’s about time.

In today's newsletter:

• Why 'comfort creators' are taking over social media (plus how your brand can be part of this new movement)

• The Dallas Cowboys dancers pay the price for a perfect brand image (find out what happens when you place too much emphasis on brand preservation)

• Trend plug - F#$KEN HELL!!

• Ask the Editor - How to NEVER run out of content ideas (no, really)

- Charlotte, Editor ♡

It’s no secret that the world is a little cursed.

Okay, a lot. It’s a lot cursed.

Messed up sh*t seems to be becoming an increasingly common occurrence.

People are sad, and angry, and scared. And rightfully so.

For years, social media has exacerbated this. It encourages us to compare our lives to other people's, making us depressed. It amplifies polarising opinions, diving the public. It exposes us to disturbing content. And it can be an echo chamber that radicalises people’s beliefs.

The solve for feeling down has long been, 'Stay off your phone. That sh*t makes it worse.'

I’ve never once heard someone offer social media as a solution for my monthly menty-b. 'You’ll be alright, babe. Doomscrolling in bed for the next 2 days should do the trick,' said no one, ever.

However, over the last year, out of the cold dark corners of the world, a new kind of creator has emerged. And they're offering relief to those who seek refuge from the trials and tribulations of reality.

The comfort creator is here to soothe your frazzled brain.

With posts ranging from painting videos to positive sentiments from unexpected sources, these accounts are the home of wholesome, feel-good, aesthetically-pleasing content.

[Keep reading]

-Sophie, Writer

The Dallas Cowboys Dancers Pay the Price for a Perfect Brand Image

One of the strongest brands in the world comes in the form of 36 petite, beautiful woman who are trained with the same level of radical discipline as the U.S. army.

Move aside Tyra Banks. There’s a new group of borderline militant baddies in town--the Dallas Cowboys Cheerleaders.

This elite team of athletes has been dubbed ‘America's Sweethearts.’ And they've got the weight of a $10 billion dollar business on their shoulders.

They’re gifted professionals and sportswomen. Role models for little girls. Eye candy for spectators. And everything in between.

But behind the polished Dallas Cowboys Cheerleaders brand is an insane amount of work.

The purpose of the DCC is to make everyone feel better. But at what cost?

In June of this year, we saw exactly what cost when Netflix released America's Sweethearts: Dallas Cowboys Cheerleaders. This compelling documentary gives us insight into the myriads of harms these girls are subject to.

From eating disorders and broken hips to shockingly low wages – the system that creates this picture-perfect brand is an example of how harmful sky-high expectations for the sake of public image can be.

[Keep reading]

-Sophie, Writer

Trend Plug - F#$KEN HELL!!

This new trending CapCut template is not only giving everybody a good chuckle, but it's also giving creators some very easy views.

It all started with a toddler walking upstairs screaming, 'F#$KEN HELL.' And now, people have now turned it into a green screen template to express their rage about just about anything.

We've seen it used for situations like, 'actual footage of me arriving at work every day,' or 'when you lie on the first date about loving hiking and he actually takes you.'

How to jump on this trend:

Start by using this sound and template. Then add onscreen text describing a situation when you were very unhappy about doing something.

A few ideas to get you started:

• Me walking to the intern after I hear them call my name for the 32nd time today

• Me coming to save the client once again because they keep thinking they can do things on their own

• Me walking to the coffee machine after I politely asked if anyone would like a coffee, and they actually said yes

-Carter, Intern

Tune in to the YAP Podcast

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Ask the Editor

Q - I'm always running out of content ideas for my small business. How do I keep creating content when I don't know what to post about? -Charity

Hey Charity!

This is one of the most common questions we get asked. And that's because most people think each new piece of content needs to come from a new idea. But, in our team, we produce hundreds of pieces of content each week, and these all stem from just a few concepts.

For example, one of ours is the dynamic of boss vs. employee. It's highly relatable and there are so many ways you can create content about this concept.

You only really need a handful of repeatable concepts that you can create content around. So when you think you have a good concept, ask yourself whether you can create 100 videos or posts about it.

If not, it's not right, and you need to spend some more time coming up with what those core concepts are for your brand. Once you've got those right, you should never run out of content ideas.

- Charlotte, Editor ♡

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