Why Everyone is Yapping About Yapping
We've got a breakdown of the viral Yap Challenge. Plus, why half of all managers should be women, straightforward advice about reusing content, and a Parisian heist you don't want to miss.
From 0 to 437k Followers in 7 Months, leading to $2.5 Million in Revenue
On November 24th, 2025, a woman named Jessi Jean used an inactive Instagram page she had, with a few followers, and posted about lessons she was learning “while career-confused.” She announced she was going to spend one year trying different side hustles while she gained more clarity. The first side hustle she started with was flipping furniture.
Jessi Jean is 35, married, a mother of a toddler. She used to coach women through binge-eating recovery and was ready to make a career shift.
Within a couple of days of her first video, she starting posting Reels where she talked or ‘yapped’ directly to the camera. And then she just kept yapping. She talked frankly about her family’s finances, and the crazy things they had done to get out of debt. She showed the furniture she was flipping, gave instructions on how to flip furniture yourself, shared monthly income updates, and she kept coming back to talking about how she was navigating her career crisis.
The videos were doing well—in the 1000 to 2500 views range. But once in awhile, one would get 7000 views, or 12,000 views, or 15,000 even views. Then, just a few weeks into this experimental posting, on December 14th, she posted a yapping video about the Millennial Career Crisis. It went viral. 370,000 views.
At this point, she kept experimenting with her videos, but shifted more of her content to the career crisis topic, and her view numbers continued to climb. On December 29th, she talked about being interviewed by Forbes about the Millennial Career Crisis.
In January, her experimental daily videos continued. There was still some furniture flipping, a Reel about a colonoscopy—but the videos where she yapped about her career shift/career crisis generally performed the best. At the end of January, she posted this review of how she was doing income-wise after two months of posting.
As February began, there was still more experimental posting. Then on February 22nd,
