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The cold formality of TYFYATTM seems meant to distinguish one of Trump’s many daily dispatches as Official Business, something to be considered with utmost seriousness. It doesn’t always get the job done. In one instance, Trump dropped a TYFYATTM after merely mentioning that he’d had a conversation with Canadian PM Mark Carney, perhaps out of habit. (Although it’s certainly possible that Trump’s team uses the strange phrase when posting on his behalf, now that it’s become a signature line.)

TYFYATTM fuses together formality with urgency, conveying that something must be done! Whether he intends to or not, by addressing readers directly, Trump involves them. TYFYATTM brings them into breaking news, like when late-night talk show hosts precede a monologue joke with, “Did you hear about this?” Some readers might even feel deputized by the phrase—even if all they have to do is hate Harvard a little more than before. On the other hand, Trump may just understand that people like being thanked—even when they haven’t done anything.

In any case, whether through marketing prowess or sheer force of will and repetition, Trump has quickly lodged his new catchphrase within the cultural vernacular.

People on X and Bluesky have been using it as a goofy mock-signoff for decidedly unofficial proclamations.