Who knew a hotel could go so incredibly viral?

The Four Seasons Orlando has found themselves in the spotlight because of a baby that went off on TikTok.

And the hotel brand isn’t wasting their 15 minutes of fame. Today, you’ll find out exactly what they’re doing to take advantage of their viral moment.

In today's newsletter:

• The Four Seasons Orlando Goes Viral (find out how they’re using the spotlight to build their brand)

• Hinge 3X-ed its growth by telling us to delete it (here’s what they did to foster brand loyalty with their audience)

• Trend plug - I’ve been a nasty girl (space song) (confession time!)

• I’m posting a lot but my brand account’s not growing (here’s what you’re doing wrong…)

- Charlotte, Editor ♡

I have a question for everybody.

Who wants to go to the Four Seasons Orlando!??

If your algorithm is anything like mine, you already heard a resounding “meeeee” in your head.

That’s because Conscious Baby has been dominating my feed for well over a week now.

What I didn’t know, is this video actually transcended space, time, and meme-dom, and turned out to be a sick story.

If you don’t know the video I’m talking about (come out from under that rock), let me inform you:

The viral video was posted to TikTok 2 weeks ago. It features a dad holding his one-year-old daughter while his other kid plays in the background. The woman recording, who I can only assume is their mother, asks who wants to visit the Four Seasons Orlando. And both kids yell “meeee!”

And the internet became captivated by the baby’s reaction. The video got nearly 8M likes and a whole lot of adaptations. Conscious Baby became a sensation.

Now, the Four Seasons Orlando is using the spotlight to showcase exactly what they have to offer.

[Keep reading]

-Sophie, Copywriter

Hinge 3X-ed its Growth by Telling Us to Delete it

Ah the world of dating.

Not too easy, is it?

Online dating’s meant to make our love lives simpler. But the sheer terror of walking into a death trap, or WORSE an awkward date, is undeniable.

Unless one-night stands or casual hookups are your thing, finding a love interest seems impossible.

Which is why dating app Hinge made it their mission to change that.

In 2019, Hinge launched the 'dating app designed to be deleted' campaign, which was all about promoting meaningful relationships. In these ads, Hinge asks you to find your match and dump the app.

This completely goes against the messaging of their counterparts, Tinder and Bumble, which constantly promote casual dating. 

So did telling people to delete the app actually work?

[Keep reading]

-Visha, Intern

Trend Plug - I’ve Been a Nasty Girl (Space Song)

The 'I’ve Been A Nasty Girl (Space Song)' trend pairs a remix of Tinashe’s 'Nasty Girl' and 'Space Song' with humorous and relatable text overlays describing quirky traits or habits.

Some are using this to out themselves for leaving a party at 10pm because they're sleepy. Others are confessing they love to bed rot and vape.

How can you jump on this trend?

Film yourself dancing, looking lonely, or performing any everyday activity. Then overlay text like, 'Is somebody gonna match my freak? (INSERT WEIRD THING YOU DO)' to highlight your unique quirks.

Some onscreen text ideas to get you started:

• 'Is somebody gonna match my freak? (Obsessively checking campaign metrics, tweaking ad copy at midnight, celebrating every conversion)'

• 'Is somebody gonna match my freak? (Color-coding my calendar, drinking too much coffee, brainstorming new content ideas in the shower)

• 'Is somebody gonna match my freak? (Writing LinkedIn posts at 3 AM, obsessively checking email open rates, loving both creative brainstorming and data crunching)

-Abdel, Social Media Coordinator

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Ask the Editor

Q - I'm in charge of creating content for a skincare brand. I've been posting heaps but our followers aren't growing. Any tips for me? - Maureen

Hey Maureen!

The first thing I'd do is look over your analytics as your best and worst performing content. Look for patterns so you can start to get an idea of what worked and what didn't.

If it's static content, pay extra attention to your hook and your images. If it's video content, look at things like your on-screen text, audio quality, your hook, and visual style.

Next, you need to start experimenting. Change one thing at a time and test how that affects your performance. Keep in mind that, if your goal is to grow your audience, you want people to engage and share your content.

As you make tweaks, you'll begin to see what gets you the results you want. Then do more of that!

- Charlotte, Editor ♡