All it takes is 1 bad review.

Not only could you lose 22% of your potential customers from it.

You could lose your entire brand. That’s how powerful reviews are these days.

In today's newsletter:

• Do bad reviews kill companies? (and why independent reviewers have the power to destroy your brand)

• GoPro’s awards program gets it (and you) seen (find out why their awards program had 42k creators get involved)

• Trend plug - Defying gravity (product-based brands, this one’s for you!)

• How do I keep up with what’s working on IG right now? (here are 2 tips)

- Charlotte, Editor ♡

In 2024, a company with billions of dollars in funding and an army of intelligent people behind the scenes are no match for a guy with a camera.

What a time to be alive.

Social proof plays a massive role in the decisions we make from day to day.

Because as humans, it’s only natural that we're influenced by other humans. And as consumers, an important way we validate our decision-making is by what others have to say about a product.

That’s why testimonials and reviews have always been such powerful forms of social proof. However, in the age of oversaturated markets, scammers, and dodgy company practices, consumers want to know the reviews they rely on are credible.

Enter independent reviewers.

A great example of an independent reviewer is New York creator Marques Brownlee, or @MKBHD. Brownlee's known for reviewing consumer electronics and weighing in on current tech trends. And he's amassed a following of almost 19 million subscribers on his YouTube channel.

Last month, Marques took to YouTube to pose the question:

Do bad reviews kill companies?

[Keep reading]

-Sophie, Copywriter

GoPro’s Awards Program Gets It (and you) Seen

GoPro's become a behemoth in the world of visual media. So much so that most of us see any brand of action camera and think "GoPro". 

There's more to GoPro's growth than the quality of their products. The company's leaned heavily user generated content (UGC). In fact, that's what makes up GoPro's most popular videos on its YouTube channel.

So how do they get creators to post content they've filmed on their GoPro?

GoPro offers a bunch of challenges on its website through their awards program. The program gives creators a shot at winning gear, exposure and cash prizes in exchange for clips. But for the biggest prizes on offer, creators have to jump on the GoPro Million Dollar Challenge.

The Million Dollar Challenge coincides with GoPro's new camera launches each year. Contestants have 3 months to film and submit content using GoPro's newest device.

[Keep reading]

-Devin, Copywriter

Trend Plug - Defying Gravity

Instagram users have been mindf*cking audiences by holding a bunch of ceramics up in the air like balloons.

How? They're filming upside down!

It seems that the original buzz comes from Instagram user lepim_jjem. Their post using this style garnered over 6 million views and close to 600 baffled comments.

This is a new trend, but so far these reels are doing some serious numbers. If you're a product-based business, you should definitely give this a try.

Here are a few ideas to get you started:

• Show off your products (like this)

• Add a spinning twist! By making the products twirl around (like this)

-Abdel, Social Media Coordinator

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Ask the Editor

Q - I'm trying to post more consistently on Instagram but I've having trouble keeping up with what content's working on there right now. How can I stay on top of the platform? -Kyla

Hey Kyla!

There are two main things you can do to keep up with changes on the platforms. The first one is to actively spend time researching and reading about the latest updates. By the way, we cover these in our newsletter every Wednesday so you don't have to do all the work yourself!

The other thing you need to do is spend more time on IG. Because that's the best way to understand what's happening on the platform. You'll see what kind of content's going off right now and what the current trends are.

There's no real shortcut! You just have to put in the time.

- Charlotte, Editor ♡