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X’s new chatbot is capable of producing some seriously disturbing images.

Released last week, the latest version of ‘Grok’ is causing controversy, as it seems to have little to no content moderation guardrails.

While some users have found this entertaining, brands are retreating from X in droves. Looks like their appetite for controversy isn’t quite as big as Elon’s.

In today's newsletter:

• X's unhinged chatbot brings (more) scandal to the platform (find out exactly what has would-be advertisers worried right now)

• The new Instagram metric that's about to change everything (plus what this means for anyone creating content on the platform)

• Trend plug - VIP thinks they're way too cool to do this!!

• Ask the Editor - How do I find the time to create content for my new cupcake business?

- Charlotte, Editor ♡

Elon has beef with political correctness.

And advertisers.

And creating any kind of safe space online.

Grok-2, X's AI language model, just provided us with more proof of that. Because it's only a week old and has already produced a surge of deepfakes that are alarming to say the least.

In the midst of advertisers leaving X in droves, it’s likely this will push them even further.

Elon’s AI start-up, xAI, released an updated version of it’s Grok chatbot last Tuesday with a brand-new feature – the image generator from hell.

Almost completely unconstrained, with little to no content moderation, early examples depicted real people and places engaged in shocking or violent situations.

How bad can it really be, though, right? Um, Trump and Kamala giving a thumbs up in an aeroplane with the burning Twin Towers visible through the windshield, bad. 

Some early testers find the model’s complete lack of content moderation guardrails amusing. But others are deeply concerned.

[Keep reading]

-Sophie, Writer

The New Instagram Metric That’s About to Change Everything

Get The Beatles on the horn, because all your Instagram metrics are about to Come Together (sorry.)

Recently, Head of Insta, Adam Mosseri, announced a unifying change to how content performance gets measured on the app. Instead of separately measuring plays for Reels, likes on photos and comments on carousels, there'll soon be one overarching metric for all of your content:

'Views.'

This way, Mosseri says, creators will have an easier time understanding how their content is doing, regardless of what form it comes in. Or, in the immortal words of Kronk from The Emperor's New Groove:

'Oh yeah, it's all coming together.'

Mosseri announced the change in a video update and explained the thought process behind it:

'For a long time you've been able to see how many plays a Reel gets, and we're going to evolve that forward and make it consistent across all types of content, so photos, carousels, Stories and Reels,' he said.

According to Mosseri, the three most important metrics on Insta are now:

• Sends - how often your content gets shared or reposted

• Reach - how many individual people see your content

• And now, views

[Keep reading]

-Devin, Copywriter

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• Old-school marketing tactics that still work

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Trend Plug

Ok, today's trend has a bit of a backstory...

Chappell Roan, recently performed at the San Francisco festival, Outside Lands. As always, she dropped some iconic one-liners. While performing, Chappell noticed that the VIP section wasn't joining in singing with the crowd during her song Hot To Go.

So she ran over to their section and screamed, 'It's so weird that VIP thinks they're way too cool to do this. YOU'RE NOT FUN!'

Of course, this sound bite has gone viral. TikTok creators are now using the sound to demonstrate their dislike for people who think they're 'too cool.'

Some examples are, 'When an actor leaves a show because they think they're too good for it now,' or, 'When your fav YouTuber gets too famous and now won't post anymore.'

How to jump on this trend:

Use this trending sound and lip sync to Chappell's words (while serving some sass). Then use on-screen text to call out whoever you feel thinks they're 'too cool.'

A few ideas to get you started:

• When my manager doesn't want to be in my TikToks

• When a client doesn't want to read the brief/plan, but tries to have all the say later on

• Me to everyone who said social media was a bad idea, and 'they would never do social media'

-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 - My sister and I just started a cupcake business. Just wondering how we're meant to find time to create content when it's just the 2 of us right now? - Alana

Hey Alana!

This is such a common struggle for small businesses, and there's no silver bullet. Creating content does take time. But the best thing you can do to create content at scale is to have a system to help you get it done.

For example, you might decide you're going to spend 1 day a month bulk creating 4 weeks of content. So you'd mark that day on your calendar, work out how many hours you need for filming vs. editing, then just stick with it.

When you can afford it, you might want to look into getting a freelancer to help you with this. Eventually, your time will be better spent developing your business.

So if you can outsource some content creation, you'll likely get a better result and free up your time to do other things. But in the meantime, create a system then just be consistent. That's really all there is to it.

- Charlotte, Editor ♡

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