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We all love a good meme, but they’re basically a waste of time, right?

Actually…no.

While you might think memes are just brainrot, they go a little deeper than that. Because, behind every meme is a human truth. And behind every human truth is a message we, as marketers, can use to connect with our audience.

In today's newsletter:

• Why memes should be your fave research tool (find out why they’re the perfect way to get a vibe check on your audience)

• How Jubilee turned authenticity into a $50,000,000 brand (here’s how this brand used anti-fluff YouTube content to get massive viewership)

• Trend plug - Nothing is more motivating than knowing… 

• Ask the Editor - How do I create un-boring content about my service business?

- Charlotte, Editor ♡

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We often don’t give memes too much thought.

And why would we?

At their worst, they’re considered the product of generational internet brain rot.

At best, they’re a distraction from, well, the horrors.

But what if I told you memes are actually the modern-day hieroglyphs?

And that marketers can use them to tap into those juicy little human truths we so often look for to enlighten our work?

While memes may seem like throw-away content, they’re the ultimate reflection of our collective mood, constantly adapting with the news cycle and viral moments.

Call me crazy. Hell, say I’m a product of the chronically online community.

But when you take a deeper look into what fuels the great phenomenon that is memes, you’ll see there’s more than meets the eye, even if it is a chubby baby hippo.

Memes are the internet’s unofficial currency.

They’re the emotional shorthand for life’s absurdities, packed with hidden insights and raw human truths.

Memes have the power to say what we’re all feeling—often in ways we didn’t even realise we needed to laugh about. And, for marketers, they’re a goldmine of insights into what really resonates with people.

[Keep reading]

-Sophie, Writer

How Jubilee Turned Authenticity Into a $50,000,000 Brand

If you’ve been on YouTube in the past five years (and I’m going to assume you have), you’ve probably stumbled across those videos that seem to break every norm.

You know, the ones with titles like, '1 Liberal Teen vs 20 Trump Supporters,' or 'Is Being Fat a Choice? Fit women vs Fat Women.'

Not your everyday headlines, huh?

They're raw, unscripted (or at least appear to be), and often extremely uncomfortable.

That's Jubilee—a YouTube channel-turned-media powerhouse that dared to bank on one thing: the power of raw human connection.

Think of Jubilee as a social experiment hub and a masterclass in how to build a brand with a soul, all wrapped into one deliciously disruptive media company. It's something we marketers have been trying to crack forever.

So, what can we learn from such a meteoric rise? And how do we apply it to our own strategies?

Starting with raw human connection; and being unapologetically bold about it.

In 2016, when social media was getting murky with politics and toxicity, Jubilee bet on a wild card: empathy.

They noticed no content was addressing the issues at hand.

So, instead of churning out more safe, polished content, Jubilee rolled out social experiments on hot-button issues—'Rich vs. Poor,' 'Black vs. White,' and 'Blind race-guessing,' among others, putting stereotypes, disagreements and similarities on full display.

The result? Every video ended up with over 2 million views a pop.

[Keep reading]

-Sophie, Writer

Trend Plug - Nothing Is More Motivating Than Knowing…

While it's unclear where this trend comes from, the song it's paired with is 'Batman' by LpbPoody. 

This song almost sounds like a 2024 version of 'Teach Me How to Dougie'. The simple one-photo trend makes it for an effortless post that's almost guaranteed to do numbers!

The trend is seeing TikTokers all over the app post a harmless selfie. These are paired with on-screen text that describes their ideal future versions of themselves, using it as motivation.

All the posts start with, 'Nothing is more motivating than knowing one day I'll be...' Examples include 'I'll be in my black lululemon scrub set with a gold rock on my hand' and 'I'll be rich enough to have a home for every season.'

How you can jump on this trend:

Simply take a selfie (the more effortless it looks the better), add on-screen text starting with 'Nothing is more motivating than knowing one day I'll be...' describing your dream life and post it under this sound.

A few ideas to get you started:

• 'Nothing is more motivating than knowing one day I'll be the go-to name people think of when they hear "industry expert."'

• 'Nothing is more motivating than knowing one day I'll manage an account where the comments section is as fire as the content I post.'

• 'Nothing is more motivating than knowing one day I'll be charging clients $5,000 per post, and they'll thank me for it.'

-Abdel, Social Media Coordinator

Today on the YAP podcast…

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

Ask the Editor

Q - I'm struggling to know what to post about on my Instagram. I don't want to just talk about my service all the time, but I'm not sure what else my content should be about. - Francis

Hey Francis!

Yes, you're right. Your content shouldn't just be about your service. So when thinking about your content, you should ask yourself what kind of conversations you want to have with your audience. In other words, what do you want people to chat about in the comments?

For example, if you're a financial advisor, you don't need to just make content about how you help people make good decisions with their money. Instead, think about what your audience is talking about right now as it relates to their finances. Then make content about that.

Or, if you're an HR consultant, your content could be around nightmare jobs or workplace relationships. The idea is you want your content to spark commentary. Then you can create a community around your brand and talk to your audience about things they care about related to your industry. This is what will make them feel connected to you.

- Charlotte, Editor ♡

For the group chat

😲WTF: Haka shuts down parliament
✨Daily inspo: Don’t half-a*s it
😊Soooo satisfying: i love slowmo
🍝What you should make for dinner tonight: Marry Me Chicken

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