Getting 18 million views in 24 hours is easy.

If you’re former Love Island star Molly Mae Hague, that is.

Since rising to reality TV fame in 2019, Molly Mae has built an audience of over 12 million followers. And, after teasing the launch of her new clothing line last week (and getting 18 million views on that video), she’s got her audience acting like rabid animals who can’t wait to get their paws—er, I mean, hands—on her products.

In today's newsletter:

• 4 Lessons from Molly Mae Hague’s clothing line launch (steal the strategies she used to create an insane level of demand for her products!)

• Pizza Hut pays fans to create trend content on TikTok (find out why getting your audience to make UGC creates brand loyalty)

• Trend plug - I have concepts of a plan

• Ask the Editor - How can I increase my email open rates?

- Charlotte, Editor ♡

p.s. Do you have a marketing OR social media question for our team? Just hit reply and I’ll answer it in an upcoming Ask the Editor!

Molly Mae Hague isn’t just an influencer, she’s a marketing genius.

Since the bombshell entered the Love Island villa in 2019, she’s had the Midas touch.

Her talent in influencing others is almost unmatched.

If she posts in a green leather Zara jacket, it goes viral, with 32.2 million views on the hashtag #mollymaejacket. Not to mention the countless dupes made by other stores trying to buy in on the hype.

If she vlogs about going to The Hollies Farm Shop, a deli in Cheshire, Google searches for the spot increase by 416%.

When she posts her engagement video with 'The Vow’ by Anne Ruth, the song surges to #2 on the UK charts – 5 years after its release.

This happens so often, her uncanny ability to influence others has been deemed the 'Molly Mae Effect.'

And now, she’s implemented it into her own business, yielding instant and impressive results.

On September 9th, Mae posted a snippet announcing the launch of her new clothing brand, Maebe. The video featured nothing more than some black and white shots, camera clicks, and a close up of her. And it garnered 18 million views across Instagram and TikTok that same day.

Let’s break down 4 strategies Molly Mae used (and talk about how you can use them for your brand, too).

[Keep reading]

-Sophie, Writer

Pizza Hut Pays Fans to Create Trend Content on TikTok

Everyone secretly wants to be an influencer (or maybe that's just me? idk).

Well, Pizza Hut UAE has decided to capitilise on that aspiration and use TikTok views as a new form of currency.

By creating UGC content, Pizza Hut enthusiasts can win free meals and discounts. The more engaging and trend-conscious the content, the higher the reward. So, essentially, the more views a video gets, the more likely the creator will get a free pizza. Seems simple enough.

Part of the brilliance of this campaign is the fact that Pizza Hut specifically asks creators to create trend content.

Imagine a video of someone eating a pizza and talking about how they are demure and mindful they are while doing it. You're probably much more likely to watch that than an ad featuring that same pizza box on your FYP.

The brand is obviously operating under the assumption that their hashtag will create curiosity. The more it pops up on TikTok feeds, the more people will join in, further promoting Pizza Hut.

And they've definitely chosen the right platform for this type of campaign. On TikTok, you don't need to have a million followers to go viral; you just need one video. And if that video happens to include Pizza Hut, well that's a huge win for the brand.

[Keep reading]

-Kaavya, Intern

Trend Plug - I Have Concepts of a Plan

The debate between Donald Trump and Kamala Harris has given us moments that will entertain us for years to come, and this clip is definitely one of them. 

With almost 12k posts to the sound in just 4 days, there's no doubt this trend will only get bigger.

TikTokers have taken this clip of Trump saying he 'has concepts of a plan' and are using the sound to show how they have no plan in a particular situation.

How to jump on this trend:

Simply, lipsync to the sound, using onscreen text to describe a situation that you have absolutely no plan for. 

A few ideas to get you started:

• How every single conversation with my client goes

• When someone asks me what my plans are for the weekend (I'm going to rot in bed)

• Me explaining to the intern that I don't know how to do my job, I just do it

-Carter, Intern

Tune in to the YAP Podcast

We’re breaking it down for you.

Listen to the YAP podcast Tuesday - Saturday, where we talk about everything that’s happening in marketing right now so you’re always in the know.

Watch the full podcast here and subscribe to our YouTube Channel so you never miss an episode.

Ask the Editor

Q - A few months ago, I started a weekly email newsletter for my travel agency business and I'm trying to get my open rates up. What advice do you have for me? - Clara

Hey Clara!

Here are a few things you can do to get your engagement up. First, if you don't already have one, create a sign-up flow that gets new subscribers excited to get your emails. This should include a Thank You page they see after signing up, which tells them what kind of content they're going to get.

You should also create a Welcome Email that further hypes them up about your newsletter. This email should also tell them how to move your newsletter to their primary inbox.

Next, I’d suggest you A/B test your subject lines for every single email you send. In my experience, this is a really good way to increase your open rates.

Something else you should be doing is asking your subscribers for their feedback. Ask what they want to see in your newsletter, then listen! Constantly improve your content based on the feedback you get from your audience. The only way to keep your subscribers around is to provide content they find valuable!

- Charlotte, Editor ♡

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