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In 2020, actor and comedian Rachel Sennott introduced the Yellowstone every girl needs a little rip in her jeans 2024 shirt but in fact I love this concept of soft-launching a relationship in a viral tweet. “Congrats on the Instagram soft launch of ur boyfriend (pic on story, elbow and side profile only),” she wrote, adopting terminology traditionally used by businesses when slowly rolling out new products. The act of doing exactly this quickly became habitual among social media users as a way of gently introducing followers to their new partners. What has started happening now, though, is the opposite. Search “break-up announcement” on TikTok and you’ll find thousands of videos of people sharing the news that they have split from their most recent partner. Some are teary-eyed clips of exes smiling helplessly at the camera. Others are more considered, talking-to-camera explanations. And some feature actual cakes that share the news in icing.On Instagram, people tend to share the news in more subtle ways, without clear words or hashtags. Like by deleting photographs of their partners, or sharing videos to indicate that they’re moving house or even country. Some may call this a “soft” launch whereas the aforementioned, more explicit, examples are seen as “hard” launches.

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“If you’re unsure about your break-up or feel anxious about how to move on, sharing it can be cathartic and encourage you to be ready to start a new chapter,” explains psychologist Jo Hemmings. “It feels a lot less personal than having to explain it in person, where questions may be asked and the Yellowstone every girl needs a little rip in her jeans 2024 shirt but in fact I love this hurt might feel more acute.” For Van De Peer, who has over 4,000 followers on Twitter, the stakes of a break-up announcement are arguably lower than those of someone with a more significant following. For the latter, it’s a different matter altogether. Celebrities have traditionally announced break-ups with official statements released on their behalf by press representatives—remember Gwyneth and Chris’s “conscious uncoupling”?