What is Yik Yak exactly? It is an app has caused a massive buzz on over 2,000 college campuses. Users post anonymously on the app and Yik Yak displays all the feed it received within a set radius, which usually falls around the radius of universities. Anyone can post anonymously about campus happenings, local news and funny jokes. Recently, Yik Yak is also a tool for college students to discuss politics and the upcoming election. Yik Yak created a goofy and quirky product that emphasizes user experience and branding, that college students rely to get a laugh, receive information about local news, and provide a source of unfiltered news they cannot find anywhere else.

Although the anonymity of Yik Yak has brought about many problems such as cyberbullying, the app is a staple for college students, as they turn to it as an unofficial and unfiltered source of news. Addressing anonymous threats and cyberbullying, the app recently scans the posts to search for mean or threatening data and hand it over to the police. A Clemson student was arrested for posting derogatory messages about an African American rally on Yik Yak. Yik Yak also works with reporters on college newspapers to squash rumors or report about inaccuracy about gossip going around on their app.

“When we first launched it, we had more than the use case in mind as far as college students sharing information and jokes, more normal situations. Since all these people are immediately connected, information can spread fast,” said Buffington.

Instead of relying solely on Yik Yak’s social media presence, the company has also gone out of its way to make personal interactions with their users. In the early stages of the app, Buffington would email prominent campus leaders where he wanted the app to become recognized.

“As long as one person would pass it along through their email list, we would take over the campus,” Buffington said.

Yik Yak representatives would also visit college campuses to display their company mascot, the Yak. The brand has toured college campuses where the app is most popular, handing out merchandise to students on campus, or handing out branded coozies and stickers at popular college bars.

Yik Yak has won over millennials by providing an unfiltered source of news and information, creating a safe, goofy and quirky name for their brand, and connecting with their users to engage them and build long lasting relationships.