Yesterday’s influencers were pretty, perfect & polished.

But today, they’re unfiltered, uncurated, and altogether unserious.

Ok, maybe not all of them. But we’re seeing a real shift from dewy-skinned, soft-glow-lit “It” girls to influencers that can only be described as, well, chaotic. So if you’ve been looking for the chance to let your freak flag fly, your time has arrived.

In today's newsletter:

• Is this the end of the "It" girl?

• Why Invincible’s marketing makes it the archnemesis of "superhero fatigue"

• Trend plug - Met my younger self for coffee

• Ask the Editor - My audience is bored with my content. How do I re-engage them? 

- Charlotte, Editor ♡

Influencer culture is finally getting weirder. 

Great news for a strange little freak like me.

Since its conception, influencer culture has been mostly about being extremely polished and curated.

The ‘it’ girl.

She’s sleek, she’s chic, she’s oh-so-couture – and she’s also totally unattainable.

That’s why she’s an influencer. That’s why she stands out. That’s why brands want her.

Because she’s so damn poised, it’s almost not human.

Think OG Instagram era: coordinated feeds, soft-glow presets, and an insatiable need to look like you have your life together 1000% of the time.

But recently there’s been a shift.

Whether it’s perfectionist fatigue or the overwhelming amount of carbon in the air has finally started to melt our brains, I’m unsure. But I’m so totally here for it.

Last year we saw the rise of Tube Girl, aka Sabrina Bahsoon, the London-based viral sensation who turned filming herself dancing on the tube into a full-fledged phenomenon.

She embodies radical confidence without the traditional markers of “influence.” No carefully angled selfies. No manicured brunch tables. Just pure, unfiltered, high key chaotic energy.

Tube Girl’s rise signalled a shift.

Today’s most compelling influencers are the ones who make us feel something, not just the ones who look good doing it.

[Keep reading]

-Sophie, Writer

Why Invincible’s Marketing Makes it the Archnemesis of "Superhero Fatigue"

If you're a fan of superheroes, cartoons and all things gory, you've almost certainly heard of the R-rated adult animated series Invincible.

Based off the comic book series of the same name, the show follows Mark Grayson, the son of superhero Omni-Man.

Grayson discovers his own superpowers as a teen and wrestles with relationships, keeping secrets, and the morality of being a superhero.

In a world where movies and TV shows are oversaturated by the superhero genre, Invincible is a mature, humorous, and ever-so violent take on superpowered beings.

It's the perfect cure for over-18s needing a fresh take on superheroes.

The Invincible experience is further enhanced by a marketing team who not only knows their audience well, but knows precisely what they DON'T want.

"Where are the memes, William?"

Oh, the wonderful memes this show's gifted us with!

From the random title drops whenever someone says Invincible (as often seen in the show) to Thicc Omni-Man (look him up if you dare), the creators know what generation of viewers they're talking to.

Not just that, but they understand the value in matching their online sense of humour.

The show's social media admin, colloquially known as "Admincible", often uses existing memes or creates new ones to advertise the show and engage with fans after the latest episode's jaw-dropping moments.

[Keep reading]

-Devin, Copywriter

Trend Plug - Met My Younger Self for Coffee

This trend, which has taken off on TikTok, features emotional videos of creators reflecting on their past selves while meeting them for coffee.

Inspired by reflective poems and paired with the song "Sweet Heat Lightning" by Gregory Alan Isakov, this trend is nostalgic and maybe even a little bit healing.

For this trend, creators are posting videos with a text overlay that begins with “I met my younger self for coffee…" 

The rest of the OST contrasts current life achievements with childhood struggles or dreams.

While most we've seen are heartfelt, some people are using this trend to make fun of themselves because they haven't achieved a specific thing after years and years (like not getting a driver's license).

How you can jump on this trend:

This is a great one for your personal brand. Reflect on wins or key transformations your audience can relate to, or even poke fun at the lack of growth in certain areas. For brands, share your business journey, from humble beginnings to milestones you've met.

A few ideas to get you started:

• Share how your brand started and what you’ve overcome along the way.

• Create a heartfelt reflection on the challenges you’ve conquered, either personally or professionally.

• Showcase a before-and-after journey using customer stories or product transformations.

-Abdel, Social Media Coordinator

Today on the YAP podcast… Our First EVER Guest 👏 

Ask the Editor

Q - What should I make content about? I'm tired of just talking about my PT service and I think my audience is bored. - Dave

Hey Dave!

When you're thinking about your content, you should start asking yourself what kind of conversations you want to have with your audience. Because your goal should be to own the conversation in your industry, not just talk about your service.

For example, if you're a personal trainer, you don't need to just make content about how you help people get in shape. Instead, think about what your audience is talking about, worried about, and interested in. Then make content about that.

So for you, it could be things like healthy (but attainable) eating habits, getting good sleep, or getting back to the gym after a break. The idea is you want your content to spark conversations in the comments.

Then you can create a community around your brand and talk to your audience about things they care about related to your industry. This will make them feel way more engaged with your content and you than if you just talk about what you do.

- Charlotte, Editor ♡

For the group chat

😲WTF: First EVER footage of black sea devil fish
✨Daily inspo: a quote to live by
😊Soooo satisfying: Play-Doh is the best
🍝What you should make for dinner tonight: Homemade Kebab

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