If you’ve ever needed permission to act unhinged online, here it is.

Nutter Butter was recently called out by nano-influencer Cassie Fitzwater for their freaky-deaky content on TikTok.

However, upon further investigation, we discovered this is part of a meticulously crafted universe by the brand, featuring characters and storylines that span the last 3 years.

In today's newsletter:

• Nutter Butter, you good? (Their crazy content is not all what it seems)

• Why print media makes a return (what the heck is a ‘dead internet?’)

• Trend plug - I lied, put your clothes back on

• Ask the Editor - How do I get people to engage in the comments!?

- Charlotte, Editor ♡

Nutter Butter just showed us why being absolutely, clinically unhinged online is actually ok (as if I needed permission.)

Not only is it okay, but it’s also apparently a winning strategy.

Not sure if you’re lucky enough to have come across the snacking brand's TikTok as of late. I hadn't, until nano-influencer Cassie Fitzwater posted a PSA that everyone drop everything and head to the account, asking 'Nutter Butter, are you guys okay? Are you doing alright? I might have nightmares.'

Her video garnered over 3.2 million views. And it sent an enormity of traffic to the brand's page, only to uncover the absolute insanity that was being posted there.

Fair warning, this content is not for the faint-hearted.

[Keep reading]

-Sophie, Writer

Print Media Makes a Long Awaited Comeback

Extra! Extra! Read all about it.

Everything this year has felt like a blast from the past.

Celine Dion, capris, Bitcoin, dairy, and flip phones all made a surprise comeback.

In the world of marketing, we’ve seen the revival of the brand jingle, guerrilla marketing stunts, and even direct mail.

But my favourite thing to return to the realm of advertising is print.

Is there anything more vintage chic than print?

Think: Playboy, Rolling Stone, Vogue, The New York Times – all icons in their own right. The medium as whole contributes to culture in ways largely unseen. It shapes public opinion, moods and trends.

The rise of tech and the internet saw the fall of print media over the last decade. In many cases, publications transitioned to online-only as the internet promised to be the main driver of knowledge and information.

Even way back in 1984 when Egon Spengler popped up from under Janine’s desk to declare 'print is dead,' we knew the demise of the medium was brewing.

However, not all hope is lost.

[Keep reading]

-Sophie, Writer

Trend Plug - I Lied, Put Your Clothes Back On

This trend might honestly be one of my favourites of the year, and it's only been around for about a week.

I have no idea why or how this trend began - but it doesn't matter. I can't explain how invested I become when I'm scrolling and this sound plays, with a huge OST for me to read.

TikTokers are using this sound, to reveal you what they are really interested in doing with a partner in the midst of an intimate encounter - as opposed to "you know what".

Using the words, "I lied. Put your clothes back on" as the first line of their OST, they then tell us what their real intentions are. This usually includes explaining a very niche topic that they have some kind of hyper-fixation on. Some examples are, ‘I'm going to explain how the human mind works’ and ‘we're gonna talk about the beauty standards for women nowadays.’

How to jump on this trend:

Simply, use this sound, and write your OST of a specific topic you have insanely in-depth knowledge about, and would rather explain to someone than doing ‘whatever it is that adults do’ (not that we know anything about that).

Don't forget to put ‘I lied. Put your clothes on,’ to tell the viewers exactly what the trend is, and you haven't just written a 6-page essay over a TikTok video.

Some ideas to get you started:

• I'm going to explain the entire lore of Nutter Butter's TikTok campaign and how smart/terrifying it is

• I'm going to explain how social media algorithms keep changing and how hard it is to stay with the times

• I'm going to explain how influencer marketing has completely changed the marketing world forever

-Carter, Intern

Today on the YAP podcast…

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

Ask the Editor

Q - I'm posting a lot of Reels these days but I'm wondering, how do I get people to engage more in the comments? -Quincey

Hey Quincey!

There are so many things you could do, but for now, I'll just give you one idea to try. Think about how you can get people who watch your Reels to take a specific action. For example, let's say you're a baker and you make content about the cakes you make.

You could ask your audience what kind of cake you should make next. Let them know whichever comment gets the most likes will determine which one you choose. We've used a similar strategy for our content in the past, and it can be a great way to encourage people to engage with a video.

I've also seen this work really well for humorous content or skits. If you tend to post relatable office content, you could put in your caption something like, 'tag your work bestie' (or whatever fits that video). This can be a great way to encourage commentary and get people to share your content.

- Charlotte, Editor ♡

For the group chat

😲WTF: Scientists are trying to re-freeze the ocean ?!
✨Daily inspo: “stop waiting on life to happen” 😂Yap’s funniest home videos: you laugh, you lose *offensive*
🍝What you should make for dinner tonight: Easy Beef Tacos

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