In the whirlwind that is December…

…how much thought have you put into where you’re heading in January?

Because shifting platforms, privacy concerns, and AI mean our industry is changing faster than ever. If you’re smart, you’ll see this ‘innovation window’ as the opportunity that it is. So today, we’re sharing 5 questions to ask yourself as you look ahead to 2025.

In today's newsletter:

• Is your brand ready for 2025? 5 questions to ask (find out why we’re in an ‘innovation window’ & what to do about it)

• Why 1 tweet cost Snapchat $1.3 billion (plus how to make sure your brand doesn’t get that kind of hate)

• Trend plug - …Then the lamp starts looking weird

• Ask the Editor - Should I get my team to post on LinkedIn or is a brand account enough?

- Charlotte, Editor ♡

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To ask the right question is already half the solution.

And in the current climate, where marketing is undergoing the kind of shake-up we usually only see in disaster movies – we need solutions.

The rise of generative AI, evolving privacy regulations, and platform upheavals have put us in what industry experts are calling an 'innovation window.'

It's a golden hour of sorts. A time to rethink how we measure success—because let’s be real, last year’s KPIs aren’t cutting it anymore.

But how do we adapt without losing our heads (or budgets)?

By asking. The right. Questions.

So, I’ve created a cheat sheet for what to interrogate, re-evaluate, and embrace as the future of marketing unfolds – you’re so welcome x

The big three drivers of change

Let’s break down the forces fuelling this moment of reinvention:

1) First things first, the rise of AI

It's changing the way we create, analyse, and optimise campaigns. But with great power comes great confusion—how do we incorporate AI without losing the ‘human touch’?

2) Privacy as the new black

Cookie-less browsing, GDPR, CCPA—privacy-first marketing is no longer optional. This means pivoting from invasive tracking to building authentic, opt-in relationships with audiences. New rules, new playbook.

[Keep reading]

-Sophie, Writer

Why 1 Tweet Cost Snapchat $1.3 Billion

I knew Kylie Jenner was powerful.

But I didn’t realise she was a titan of this strength.

In 2018, Snapchat was riding high. Fresh off its IPO, the platform had captured the hearts of 187 million daily users and was valued at a jaw-dropping $24 billion.

It had secured its position as the reigning king of Gen Z social media.

That was, until one fatal rebrand, and a tweet from Kylie Jenner that brought the platform to its knees.

What followed was a cautionary tale for brands everywhere—a story of hubris, misjudgement, and the unrivalled power of the Jenners.

Let’s go back to the beginning.

It was February 2018. Snapchat had just rolled out their new redesign, which fundamentally altered how the app worked. The platform decided to split its interface into two distinct halves: friends on the left, publishers on the right.

This was a little more than a tweak. It was a seismic shift, meant to prioritise – yep, you guessed it - ad revenue.

You know how they say, if it ain’t broke, don’t fix it? Well, it’s no surprise that the move backfired spectacularly.

Loyal Snapchatters woke up to find their favourite app unrecognisable—and they were furious.

For users, the changes were disorienting. Messages felt scattered, memories appeared misplaced, and stories were buried under confusing layers.

The backlash hit like a tidal wave.

[Keep reading]

-Sophie, Writer

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Trend Plug - …Then the Lamp Starts Looking Weird

Haven't we all been there? Everything's peachy keen, you're happy and the world finally makes sense...until sh*t gets weird, and you realise you've been dreaming all along.

A clip from 'White Ferrari' by Frank Ocean has been making the rounds on TikTok, and it's putting everyone in their feelings.

Ocean's soft vocalisations backed by a sombre acoustic guitar are sadness and disappointment in audible form - the kind of despair you feel when your lamp stops looking normal, and you slowly realise you're in a dream.

Most people jumping on the trend are reliving happy memories, like being at school with friends or with family at Christmas. Others are using it for situations like when they thought they finally understood math or found themselves getting unnecessarily deep.

How you can jump on this trend:

Start with this sound bite. Describe a positive situation you were in with your OST. Then cap it off with, 'Then the lamp starts looking weird'. Pair it with a photo carousel to fit your text.

You can either get deep and real about those happy times that feel so far away. Or you can be melodramatic about your first-world problems and poke fun at yourself and your minor inconveniences.

A few ideas to get you started:

• When my client is raving about my work, then the lamp starts looking weird.

• When my post gets a million likes, then the lamp starts looking weird.

• When my boss only gives positive feedback after the pitch, then the lamp starts looking weird.

-Devin, Copywriter

Today on the YAP podcast…

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

Ask the Editor

Q - Should get my team to write LinkedIn posts or is having a brand account enough? -Benaiah

Hey Benaiah!

As a general rule, personal accounts get more reach on LinkedIn compared to brand accounts. But there are other advantages to getting your team to create their own content beyond that.

When you're posting as a brand, people don't feel that connected to it because it's a faceless entity. And no matter how much brand storytelling you do, there will never been a true human connection with a brand.

But if you get your team posting, their audience can get to know them (and your brand in the process). And content written by different people on your team will resonate with different audiences. For example, someone writing from the perspective of a working mum will connect with a certain group. And a team member who writes about their journey just starting out in your industry will resonate with another audience.

This means your brand has wider reach as you tap into these different niches. All that to say, I would absolutely recommend getting your team to post on LinkedIn. There’s really no downside!

- Charlotte, Editor ♡

For the group chat

😲WTF: JAY Z DID WHAT (allegedly)
❤How wholesome: we don’t deserve dogs
😊Soooo satisfying: SOAP SQUEEZING
🍝What you should make for dinner tonight: Easy Fried Rice

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