🧽 The social strategy behind this $4M unusual product
Happy Sunday, Metricooler!
Did you know that Sabrina Carpenter just became the first female artist ever to simultaneously occupy each of the top 3 spots on the UK Singles Chart with her hits Taste (#1), Please Please Please (#2), and Espresso (#3)?
Also, here’s a pretty fun reaction tweet to this.
And now, let’s dive into this week’s email 🤿
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What We’re Cooking This Week
✨ How To Find The Right Influencers For Your Brand
📱 A Post Format Idea You Can Steal
📰 5 Can’t-Miss Social Media News
🏆 Creative Spotlight: The Unusual Skincare Product That Sells Millions On TikTok
✨ How To Find The Right Influencers For Your Brand
Finding the perfect influencers for your marketing campaigns? Game changer.
The right influencers can grow your engagement, connect you with your target audience, and help build serious credibility on social media. But here’s the thing: picking the right ones can be a challenge.
No worries, though—we’ve got you covered.
In this post, we dive into how to spot influencers who are genuinely a good fit for your brand. Breaking down how to perform proper research to ensure their audience, content, and personality match your goals and messaging. Nail this, and you’re on your way to some near-to-perfect collaborations.
Already working with influencers?
Read all about the right metrics to track and follow.
📱 A Post Format Idea You Can Steal
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📰 Social Media News You Can't Miss
Instagram Opens The Chat
Two updates that show how the platform is focusing on sparking conversations:
Stories Got Comments
Instagram is adding a fresh twist to Stories: comments are now a thing!
Here’s how it works:
Even though many stickers allow messaging and feedback, this update brings a new layer of interaction to Stories. And just like any feature a platform rolls out, they want to boost it, so make sure to try it.
Broadcast Channels Now Allow Replies
The photo-sharing app just can’t stop shipping and making moves, this time by adding replies to Broadcast Channels. Instead of just emoji reactions, subscribers can now leave comments and actually interact with the content.
What’s the impact? While the main feed will still look like a stream of ‘announcements,’ these replies are great for brands and creators looking to build genuine community engagement. You’re not just pushing out updates now—you’re inviting conversations, giving followers a reason to stick around and engage.
Facebook Is Not Sleeping
Two updates from Meta’s OG platform to prove they’re still betting on Facebook:
Imagine with AI
A new feature allowing you to generate ready-to-publish images directly within the platform. If you’re managing multiple accounts or looking to speed up content creation, this could save you some precious time and spark fresh ideas.
Threads Badge on Profiles
Facebook profiles will now display a Threads badge linked to your account. This shows they really want to push the Twitter competitor, and you should take advantage of it since they’re making it easier for followers to find you on multiple platforms.
Recommended by LinkedIn
Snapchat Is Growing—And Losing Money
Data straight from Evan Spiegel’s letter to employees to commemorate the company’s 13th anniversary.
Its share price has shed 45% of its value this year.
Yes, they make billions of dollars, but they also lose them.
The good news for Snap is that its users have continued to climb to over 430 million daily active users—more than double what they were five years ago.
The problem? This growth comes mostly from outside Europe and North America, which probably helps explain why they’re struggling to grow their advertising revenue.
X Suspended in Brazil Over Legal Standoff
Here’s the week's big news: X has been suspended across the country since early Saturday for failing to appoint a new legal representative before a court-imposed deadline.
The feud started in April when the judge ordered the suspension of dozens of accounts for allegedly spreading disinformation. Which the platform refused to act on, with Musk stating, "Free speech is the bedrock of democracy and an unelected pseudo-judge in Brazil is destroying it for political purposes."
As a result of this ruling, the judge has also given tech giants like Apple and Google a five-day deadline to remove X from their app stores and prevent its use on iOS and Android devices.
He’s also warned that users or businesses caught accessing X via VPNs could face a hefty fine of R$50,000 (about $8,000).
Given that Brazil is one of X’s largest markets, this suspension could significantly impact the platform. Below are a few side effects.
Bluesky Tops Charts After X Ban in Brazil
Following the suspension of X in Brazil, the sky is now bluer for the microblogging competitor. The platform reported “all-time highs for activity,” with 500,000 new users flocking to the app in just the past two days.
It’s also at the top of Brazil's free iPhone app chart, nudging out Meta’s Threads to take the number one spot.
Brands Pick Pinterest Over X
When it rains, it pours. X now faces another hit: brands are shifting away from the platform.
Recent data shows that nearly a third (30%) of brand and retailer professionals posted on Pinterest in the last month, compared to just 21% on X. This trend is coupled with a sharp decline in X’s ad spend and usage, signaling a broader move towards more stable platforms.
X DM Edits
Quick X update from the middle of the storm: You can now edit private messages on iOS. Probably not the most-requested feature. But hey, it’s here. So now, if you’ve got a typo or a last-minute tweak, you can fix it up and carry on.
🏆 Creative Spotlight: The Unusual Skincare Product That Sells Millions On TikTok
Bellanomi Skincare is making numbers on TikTok—and its bank account.
Through TikTok Shop, the brand has sold over $4 million worth of African Net Sponges, driving 20M views and moving over 333,000 sponges.
Meanwhile, on Amazon, they’re bringing in $300k per month just from selling these sponges.
Let’s see what’s behind their successful social media playbook and what you can implement in your strategy:
🎓 Education-first content: Since the product is probably new to most markets, Bella Nomi creates a lot of content showing how to use it, how it’s sourced, what’s made of, its benefits, etc. This catches viewers’ attention by introducing them to something unfamiliar—can sponges be like that?—making them stop, watch, and learn. If you’re introducing a new product or concept, create content that shows how it works or adds value. Help your audience understand why they need it.
👂 Social listening MVPs: They listen. And that's a great thing. Many of their top-performing videos are direct responses to user comments. Questions and concerns from users are literally free content ideas. Plus, by addressing them head-on, they demonstrate genuine engagement and care for their community’s needs.
🌍 Authentic storytelling: The founder’s videos showing her journey to Nigeria to source products locally add a powerful, personal narrative to the brand. Transparency always increases trust.
This strategy helps you to don’t just sell a product; but also share the story behind it. Narratives create deeper connections.
Okay, Metricooler, catch you next Sunday!
With love,
David Bustos Fernández from Metricool ✌️