Hey hey, YAPpers!

2025 has officially kicked off, so how are we all feeling?

Hopefully rested and ready to hit the ground running! (And if not, that’s ok. We get it.)

Either way, we’re excited to bring you plenty of fresh content so you can keep being the smartest marketer in the room this year. So, on that note, what exactly is on the cards for 2025? Well, read on, my friends…

In today's newsletter:

• Where marketing is heading in 2025 (and what you should do about it)

• What's up with ByteDance's new platform, Lemon8? (here’s everything you need to know about this shiny new app)

• Trend plug - “Baby, there is no plane” 

• Ask the Editor - How do I move my audience over to my newsletter?

- Charlotte, Editor ♡

Ah, 2024.

The year marketers learned to wield AI like a double-edged sword, went full throttle on streaming ads, and finally figured out how to look authentic while selling stuff (well, most of us).

Now that the confetti from New Year’s Eve has settled, and our inboxes are flooded with "New Year, New You" spam, let’s break down the year that was and chart the course for 2025.

Because if we’re not moving forward, we’re standing still, and nobody wants that—especially your quarterly KPIs.

So, what worked in 2024?

1. AI became every marketer’s BFF (best futuristic friend)

Whether it was generative AI crafting clever email subject lines or predictive analytics deciding when customers would actually care about our promotions, artificial intelligence dominated.

Tools like ChatGPT and MidJourney helped brands churn out content faster than ever. But the real MVPs were the marketers who used AI thoughtfully, adding that much-needed human touch.

How to take this into 2025: Don’t just let AI do the heavy lifting. Pair it with your creativity to create campaigns that feel less robo-generated and more like they were made by your quirky intern named Claire.

[Keep reading to find out the 5 ways you should be preparing for 2025 right now]

-Sophie, Writer

What's Up With ByteDance's New Platform, Lemon8? 

No, it’s not a new brand of sparkling water.

It’s ByteDance’s latest app vying for your attention and, potentially, your marketing dollars.

The platform is gaining momentum, ranking the #1 free app on the Apple App Store right now.

Dubbed as TikTok’s more aesthetic cousin, Lemon8 is carving out its niche at the intersection of Instagram, Pinterest, and a well-curated mood board.

But what exactly is it? Why has ByteDance launched it now, right before a potential U.S. ban? And what should marketers make of this shiny new social platform?

Let's unpack.

So, what is Lemon8?

Basically, Lemon8 is ByteDance’s response to the crowd’s growing craving for social media that’s both pretty and practical.

Think of it as Instagram’s photogenic storytelling meets Pinterest’s "save for later" vibe, all backed by TikTok’s algorithmic sorcery.

Users share photos and videos that come with captions long enough to feel like a mini blog post, making it a sweet spot for lifestyle, fashion, travel, and beauty content.

Unlike TikTok’s snackable chaos, Lemon8 wants you to pause, scroll slower, and maybe even read something.

Shocking, right?

[Keep reading for everything you need to know about Lemon8 👀]

-Sophie, Writer

Trend Plug - “Baby, There Is No Plane”

Today's trending sound comes from Season 3, Episode 9 ("Moroccan Madness") of The Real Housewives of Beverly Hills.

During a chaotic dinner scene, Taylor Armstrong gets emotional and says, "My daughter still goes, 'Mommy, can we go on our plane again?' And I'm like, 'Baby, there's no plane.'"

It’s one of those hilariously out-of-touch, overly dramatic moments that reality TV just keeps serving. Of course, TikTok got its hands on it, and now it’s everywhere.

TikTokers are using the sound to shine light on things they miss that are no longer around, like Omegle, or trying to get something when it's unavailable, like Chick-fil-A on Sunday.

How you can jump on this trend:

Using the trending sound, quote someone asking for something that doesn't exist anymore. This might be a discontinued product or anything that's just not the same anymore. It can even be something that just seems too unrealistic.

A few ideas to get you started:

• "Our client: 'Can we do another video shoot for this campaign?' Us: 'Baby, there’s no budget.'"

• "The client: 'Can we get that conversion rate from 2020 again?' Us: 'Baby, there’s no pandemic.'"

• "The social media manager: 'Can we hit 1M views again?' And I’m like, 'Baby, there’s no algorithm magic.'"

-Abdel, Social Media Coordinator

Ask the Editor

Q - I've just started a newsletter for my coaching clients. How do I get my LinkedIn audience to sign up for my emails? -Tenille

Hey Tenille!

There are a few ways you can go about this. First, you can create a LinkedIn newsletter and put your content in there, at least at first. When you do this, LinkedIn will let you invite all your followers to follow your newsletter as well.

Then, once you've got a lot of your audience reading your newsletter on LinkedIn, you can start asking them to sign up for your email. Over time, gradually reduce the amount they can read on LinkedIn so they have a reason to move over.

Another option is to create more content that will drive people to your newsletter. Two ways to do this are “pre-CTAs” and “post-CTAs.” A pre-CTA is used to tease content you’re about to share in your next newsletter. Let your audience know what you’re covering and how to sign up so they don’t miss out.

You can also use a “post-CTA” after each newsletter. This is where you create content telling your audience what your most recent newsletter was about. Then, you invite them to sign up so they don’t miss the next one.

- Charlotte, Editor ♡

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