Do you broadcast your hate comments?

Probably not.

So when beauty brand Glossier created a Reel featuring scathing comments about their products, the internet took notice.

In today's newsletter:

• Glossier makes content out of hate comments (and teaches us an important lesson about listening to your customers)

• Why Always’ emotional ad got 90 mil views (it’s a masterclass in connecting with your audience!)

• Trend plug - I’d rather burn my whole life down

• What video equipment do I need to create content? (here’s why you don’t need to buy anything yet)

- Charlotte, Editor ♡

What’s the best move to make when your brand is being hit with an online hate train?

Get on board.

Anyone who’s used Reddit knows how often brands get ripped to absolute shreds for their poor products, services, or inauthenticity.

The platform’s full of opinionated users. And, if you’re not careful, they'll turn your brand into a whole r/page full of reasons they hate you.

Obviously, this has made brands hesitant to dip their toes into the treacherous waters that are Reddit forums. But not Glossier.

The skincare and beauty brand is valiantly navigating those waters instead.

Glossier's received quite a bit of hate on the r/Glossier subreddit page. Apparently their audience is less than impressed with the reformulation of their infamous Balm Dotcom lip balms.

So last week, the brand has released a new campaign called 'The Comments Section' in response. In a hilarious Instagram Reel, Glossier employees read the negative Reddit comments about their brand aloud.

And lord, the Reddit girls are not holding back.

[Keep reading]

-Sophie, Copywriter

Why Always’ Emotional Ad Got 90 mil Views

Ladies, do you remember being a kid and being told ‘you run like a girl’ or ‘you hit like a girl’ or even just being told ‘you’re such a girl?’

Remember how fkn insulting it was, even though you were a girl? That’s because it’s meant to be an insult. And chances are, if you heard this growing up, it stuck with you.

Why?

Probably because it crushed your confidence, at a time of your life when your confidence was dropping faster than Tesla’s stock in 2024.

It’s an age-old phenomenon, the social divisiveness of gender.

And it's one that unfortunately harms girls’ perception of themselves. (Boys, too, just not in this example.)

When we go through puberty, we are learning what it means to be a girl. When we’re told being a girl is weak, slow, and an all round insult, it does a little damage each time we hear the phrase.

Which is why one brand decided to tackle this issue head-on and challenge those norms.

#LikeAGirl was a campaign launched by Always, a sanitary product brand, in 2014.

[Keep reading]

-Sophie, Copywriter

Trend Plug - I’d Rather Burn My Whole Life Down

Do you wish you had more unsolicited advice in your life?

No?

Then today's trend is for you.

The 'I’d Rather Burn My Whole Life Down' trend is inspired by a clip from Taylor Swift's song 'But Daddy I Love Him.' And right now, the internet's using it to highlight times when they're faced with annoying feedback.

Whether it's something as simple as being told they should make a latte at home instead of buying one, or that they should be more social, the song expresses how they'd rather burn their whole life down than take that advice.

How you can use this trend:

Overlay text onto the 11-second clip to highlight situations where you face annoying feedback. Then show how you respond to those complaints by living your best life.

For example:

• Use the overlay text: 'When customers complain about a feature we deliberately designed.' Show a montage of happy customers using the product, emphasising the positive reception.

• Use the overlay text: 'When someone says our ad campaign won't work.' Then show your metrics proving they were wrong.

• Use the overlay text: 'When people criticize our brand's new direction.' Then display clips of your brand's achievements and milestones, because what did they know?

-Abdel, Social Media Coordinator

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Ask the Editor

Q - My boss wants me to start making video content about our team. What equipment do I need to buy? -Zak

Hey Zak!

You don't need to buy any expensive video equipment at this stage. If you're just getting started, just use your phone to film your videos.

These days, good video content isn't about being super polished. It's about authenticity. So just use a phone for now and focus on learning to make great videos.

If anything, you might want to pick up some mics to make sure your audio quality is good. Other than that, just get started!

- Charlotte, Editor ♡