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Despite the U.S. government’s concerns over TikTok, which most recently led to the U.S. Navy banning service members’ use of the app, TikTok had a stellar 2019 in terms of both downloads and revenue. According to new data from Sensor Tower, 44% of TikTok’s total 1.65 billion downloads to date, or 738+ million installs, took place in 2019 alone. And though TikTok is still just experimenting with different means of monetization, the app had its best year in terms of revenue, grossing $176.9 million in 2019 — or 71% of its all-time revenue of $247.6 million.
Apptopia had previously reported TikTok was generating $50 million per quarter.
The number of TikTok downloads in 2019 is up 13% from the 655 million installs the app saw in 2018, with the holiday quarter (Q4 2019) being TikTok’s best ever, with 219 million downloads, up 6% from TikTok’s previous best quarter, Q4 2018. TikTok was also the second-most downloaded (non-game) app worldwide across the Apple App Store and Google Play in 2019, according to Sensor Tower data.

However, App Annie’s recent “State of Mobile” report put it in fourth place, behind Messenger, Facebook and WhatsApp — not just behind WhatsApp, as Sensor Tower does.
Regardless, the increase in TikTok downloads in 2019 is largely tied to the app’s traction in India. Though the app was briefly banned in the country earlier in the year, that market still accounted for 44% (or 323 million) of 2019’s total downloads. That’s a 27% increase from 2018.
TikTok’s home country, China, is TikTok’s biggest revenue driver, with iOS consumer spend of $122.9 million, or 69% of the total and more than triple what U.S. users spent in the app ($36 million). The U.K. was the third-largest contributor in terms of revenue, with users spending $4.2 million in 2019.

These numbers, however, are minuscule in comparison with the billions upon billions earned by Facebook on an annual basis, or even the low-digit billions earned by smaller social apps like Twitter. To be fair, TikTok remains in an experimental phase with regards to revenue. In 2019, it ran a variety of ad formats, including brand takeovers, in-feed native video, hashtag challenges and lens filters. It even dabbled in social commerce.
Meanwhile, only a handful of creators have been able to earn money in live streams through tipping — another area that deserves to see expansion in the months ahead if TikTok aims to take on YouTube as a home for creator talent.
When it comes to monetization, TikTok is challenged because it doesn’t have as much personal information about its users, compared with a network like Facebook and its rich user profile data. That means advertisers can’t target ads based on user interests and demographics in the same way. Because of this, brands will sometimes forgo working with TikTok itself to deal directly with its influencer stars, instead.
What TikTok lacks in revenue, it makes up for in user engagement. According to App Annie, time spent in the app was up 210% year-over-year in 2019, to reach a total 68 billion hours. TikTok clearly has users’ attention, but now it will need to figure out how to capitalize on those eyeballs and actually make money.
Reached for comment, TikTok confirmed it doesn’t share its own stats on installs or revenue, so third-party estimates are the only way to track the app’s growth for now.
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Pitch the wrong reporter or publication, and your story won’t see the light of day.
Before you start seeking press, you’ll need to look for reporters who have reach, respect and expertise when you choose who to talk to. You’ll also need to be prepared to accept the truth about your business, even if it hurts. It’s critical that you find a writer who’s a good fit for the business you’re building and the audience you’re seeking.
If you don’t use a strategic approach when reaching out to journalists, you’ll get few responses, fewer meetings, and articles that either misrepresent you, shortchange you, or blow up in your face. The goal isn’t just to secure positive coverage, because no one will believe it; startups are tough. There are challenges and setbacks and scary looming questions. But an honest article from a respected voice with a big enough audience can legitimize a business as it tries to turn vision into impact.
Here we’ll discuss how to find the publication and reporter who understands you and can tell the story that aligns with your objectives. In part one of this series, we detailed why you should (or shouldn’t) want press coverage and how to know what’s newsworthy enough to pitch.
In future ExtraCrunch posts, I’ll explore how to hire PR help, formulate a pitch, deliver it to reporters, prepare for interviews and conduct an announcement. If you have more questions or ideas for ExtraCrunch posts, feel free to reach out to me via Twitter or elsewhere.
Why should you believe me? I’m editor-at-large for TechCrunch, where I’ve written 4,000 articles about early-stage startups and tech giants. For 10 years, I’ve reviewed startup pitches via email and Twitter, at demo days for accelerators like Y Combinator and on stage as a judge of startup competitions. From warm introductions to cold calls, I’ve seen what gets reporters’ attention and why stories become enduring narratives supporting companies as they grow.
Which publications do you currently read and respect?
Starting here ensures that you’re approaching PR from a place of knowledge with personal context rather than going by what someone else tells you. But you also have to consider which publications appeal in that way to your target demographic. For example, if you’re aiming to reach teens, parents, or Chief Information Officers, you’ll have very different target publications.
If you appeal to a niche audience aligned with a specific publication, you can definitely score some leads and installs, priming the pump so when users hear about you again, they already have a positive association for your brand. You can score SEO to help your get discovered when people search for keywords related to your business, but if you’re looking for user growth or SEO, be sure to work with a publication that links to the websites and apps they write about, as many don’t. But if you’re hoping for ‘the servers are on fire we’ve got so much traffic’ attention, you need to first build network effects and viral loops directly into your product.
Once you identify a realistic objective for gaining press coverage, you can figure out which reporters and outlets will best help you achieve your goals.
Typically, you’ll aim to work with more prestigious publications and writers first, as they can inspire other outlets to write up follow-on coverage. It rarely works the other way around, since top publishers want to be seen as first to a story and forging trends rather than following them with late coverage. These outlets often have greater reach in terms of home page traffic, social following, SEO and shareability.
The exception to this strategy: if there’s a specific writer at a less-prestigious publisher who’s renowned as the expert in your space whose word has more weight, or if that publication better aligns with your overall goals. For example, you might want to work with a transportation expert like Kirsten Korosec if you’re an electric car company, or a publication focused on startups like TechCrunch if you’re trying to stoke fundraising. If you’re a more general mainstream consumer business or are seeking maximum growth, you might instead choose a popular national newspaper with a big circulation.
After you’ve set goals and have an idea regarding the kind of publication or journalist you want to work with, it’s time to build a ranked list of specific reporters. Here, expertise is key.
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This July, Facebook announced a new division called NPE Team which would build experimental consumer-facing apps, allowing the company to try out new ideas and features to see how people would react. It soon thereafter tapped former Vine GM Jason Toff to join the team as a product manager. The first apps to emerge from the NPE Team have now quietly launched. One, Bump, is a chat app that aims to help people make new friends through conversations, not appearances. Another, Aux, is a social music listening app.
Aux seems a bit reminiscent of an older startup, Turntable.fm, that closed its doors in 2013. As in Turntable.fm, the idea with Aux is that of a virtual DJ’ing experience where people instead of algorithms are programming the music. This concept of crowdsourced DJ’ing also caught on in years past with radio stations that put their audiences in control of the playlist through their mobile app.
Later, streaming music apps like Spotify experimented with party playlists, and various startups launched their own guest-controlled playlists.
The NPE Team’s Aux app is a slightly different take on this general idea of people-powered playlists.
The app is aimed at school-aged kids and teens who join a party in the app every day at 9 PM. They then choose the songs they want to play and compete for the “AUX” to get theirs played first. At the end of the night, a winner is chosen based on how many “claps” are received.

As the app describes it, Aux is a “DJ for Your School” — a title that’s a bit confusing, as it brings to mind music being played over the school’s intercom system, as opposed to a social app for kids who attend school to use in the evenings.
Aux launched on August 8, 2019 in Canada, and has less than 500 downloads on iOS, according to data from Sensor Tower. It’s not available on Android. It briefly ranked No. 38 among all Music apps on the Canadian App Store on October 22, which may point to some sort of short campaign to juice the downloads.
The other new NPE Team app is Bump, which aims to help people “make new friends.”
Essentially an anonymous chat app, the idea here is that Bump can help people connect by giving them icebreakers to respond to using text. There are no images, videos or links in Bump — just chats.
Based on the App Store screenshots, the app seems to be intended for college students. The screenshots show questions about “the coolest place” on campus and where to find cheap food. A sample chat shown in the screenshots mentions things like classes and roommate troubles.

There could be a dating component to the app, as well, as it stresses that Bump helps people make a connection through “dialog versus appearances.” That levels the playing field a bit, compared with other social apps — and certainly dating apps — where the most attractive users with the best photos tend to receive the most attention.
Chats in Bump take place in real time, and you can only message in one chat at a time. There’s also a time limit of 30 seconds to respond to messages, which keeps the chat active. When the chat ends, the app will ask you if you want to keep in touch with the other person. Only if both people say yes will you be able to chat with them again.
Bump is available on both iOS and Android and is live in Canada and the Philippines. Bump once ranked as high as No. 252 in Social Networking on the Canadian App Store on September 1, 2019, according to Sensor Tower. However, it’s not ranking at all right now.
What’s interesting is that only one of these NPE Team apps, Bump, discloses in its App Store description that the NPE Team is from Facebook. The other, Aux, doesn’t mention this. However, both do point to an App privacy policy that’s hosted on Facebook.com for those who go digging.
That’s not too different from how Google’s in-house app incubator, Area 120, behaves. Some of its apps aren’t clear about their affiliation with Google, save for a link to Google’s privacy policy. It seems these companies want to see if the apps succeed or fail on their own merit, not because of their parent company’s brand name recognition.
Facebook hasn’t said much about its plans for the NPE Team beyond the fact that they will focus on new ways of building community and may be shut down quickly if they’re not useful.
Facebook has been asked for comment about the new apps and we’ll update if one is provided.
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Popular messaging app Kik is, indeed, “here to stay” following an acquisition by the Los Angeles-based multimedia holding company, MediaLab.
It echoes the same message from Kik’s chief executive Tim Livingston last week when he rebuffed earlier reports that the company would shut down amid an ongoing battle with the U.S. Securities and Exchange Commission. Livingston had tweeted that Kik had signed a letter-of-intent with a “great company,” but that it was “not a done deal.”
Now we know the the company: MediaLab. In a post on Kik’s blog on Friday the MediaLab said that it has “finalized an agreement” to acquire Kik Messenger.
“Kik is one of those amazing places that brings us back to those early aspirations,” the blog post read. “Whether it be a passion for an obscure manga or your favorite football team, Kik has shown an incredible ability to provide a platform for new friendships to be forged through your mobile phone.”
MediaLab is a holding company that owns several other mobile properties, including anonymous social network Whisper and mixtape app DatPiff. In acquiring Kik, the holding company is expanding its mobile app portfolio.
MediaLab said it has “some ideas” for developing Kik going forwards, including making the app faster and reducing the amount of unwanted messages and spam bots. The company said it will introduce ads “over the coming weeks” in order to “cover our expenses” of running the platform.
Buying the Kik messaging platform adds another social media weapon to the arsenal for MediaLab and its chief executive, Michael Heyward .
Heyward was an early star of the budding Los Angeles startup community with the launch of the anonymous messaging service, Whisper nearly 8 years ago. At the time, the company was one of a clutch of anonymous apps — including Secret and YikYak — that raised tens of millions of dollars to offer online iterations of the confessional journal, the burn book, and the bathroom wall (respectively).
In 2017, TechCrunch reported that Whisper underwent significant layoffs to stave off collapse and put the company on a path to profitability.
At the time Whisper had roughly 20 million monthly active users across its app and website, which the company was looking to monetize through programmatic advertising, rather than brand-sponsored campaigns that had provided some of the company’s revenue in the past. Through widgets, the company had an additional 10 million viewers of its content per-month using various widgets and a reach of around 250 million through Facebook and other social networks on which it published posts.
People familiar with the company said at the time that it was seeing gross revenues of roughly $1 million and was going to hit $12.5 million in revenue for that calendar year. By 2018 that revenue was expected to top $30 million, according to sources at the time.
The flagship Whisper app let people post short bits of anonymous text and images that other folks could like or comment about. Heyward intended it to be a way for people to share more personal and intimate details — to be a social network for confessions and support rather than harassment.
The idea caught on with investors and Whisper managed to raise $61 million from investors including Sequoia, Lightspeed Venture Partners, and Shasta Ventures . Whisper’s last round was a $36 million Series C back in 2014.
Fast forward to 2018 when Secret had been shut down for three years while YikYak also went bust — selling off its engineering team to Square for around $1 million. Whisper, meanwhile, seemingly set up MediaLab as a holding company for its app and additional assets that Heyward would look to roll up. The company filed registration documents in California in June 2018.
According to the filings, Susan Stone, a partner with the investment firm Sierra Wasatch Capital, is listed as a director for the company.
Heyward did not respond to a request for comment.
Zack Whittaker contributed reporting for this article.
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Actor and Hollywood media mogul Will Smith surprised the TechCrunch Disrupt SF 2019 audience this afternoon by announcing he would invest $10K in a startup that pitched to him onstage as part of an “elevator pitch” contest, where the winner would get to take a selfie with the star. The company, Socionado.com, helps companies with their social media presence. However, what got Smith’s attention was their well-delivered pitch, he said.
The startups didn’t get much time to prepare, having been plucked from the Startup Alley earlier in the day.
In addition to responding well to the pitch itself, Smith also liked the concept and the business model.
“As I built out my social media team, that was the idea — I wanted to take back my storytelling,” said Smith. “I think that’s hugely important.”
“That was really the best pitch so we’re gonna rock a selfie,” Smith said, jumping up to snap a photo with the founder.
That moment when you pitch your startup to Will Smith, get a selfie and an investment of $10K. #TCDisrupt pic.twitter.com/NtDIeYrT9b
— Queenie Wong (@QWongSJ) October 2, 2019
Will smith investing https://t.co/Mwa0pnHkC9
— Talks_With_TJ (@TJ_Overall) October 2, 2019
Smith’s investment strategy isn’t usually this off-the-cuff, however.
Speaking onstage at the Disrupt conference, he also offered more details on his plans for Dreamers VC, the investment firm founded with Japanese soccer star Keisuke Honda, which was announced last year by Honda’s management firm KSK Group.
Smith noted the firm has an interest in “doing good” with its funds — pointing, in particular, to an investment in “Boring tech.” (He actually means The Boring Company, per the Dreamers VC website, where it’s listed alongside a host of others.)
He also offered a little background on how Dreamers VC came to be in the first place.
“Well, you know, I met with [Keisuke Honda] and we just hit it off immediately. And, you know, we felt like there was a beautiful intersection between being able to create businesses, but also to stay focused on solving problems of the world,” Smith explained. Honda already had banking relationships in Japan that were looking to make their way into the U.S.
“So the relationship worked out well,” he said.
Plus, Smith adds, “I had already been investing and he had already been investing and our values were in alignment. We want to solve some of the world’s problems. We want to do well by doing good.”
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Since launching in the United States five years ago, SmartNews, the news aggregation app that recently hit unicorn status, has quietly built a reputation for presenting reliable information from a wide range of publishers. The company straddles two very different markets: the U.S. and its home country of Japan, where it is one of the leading news apps.
SmartNews wants readers to see it as a way to break out of their filter bubbles, says Jeannie Yang, its senior vice president of product, especially as the American presidential election heats up. For example, it recently launched a feature, called “News From All Sides,” that lets people see how media outlets from across the political spectrum are covering a specific topic.
The app is driven by machine-learning algorithms, but it also has an editorial team led by Rich Jaroslovsky, the first managing editor of WSJ.com and founder of the Online News Association. One of SmartNews’ goal is to surface news that its users might not seek out on their own, but it must balance that with audience retention in a market that is crowded with many ways to consume content online, including competing news aggregation apps, Facebook and Google Search.
In a wide-ranging interview with Extra Crunch, Yang talked about SmartNews’ place in the media ecosystem, creating recommendation algorithms that don’t reinforce biases, the difference between its Japanese and American users and the challenges of presenting political news in a highly polarized environment.
Catherine Shu: One of the reasons why SmartNews is interesting is because there are a lot of news aggregation apps in America, but there hasn’t been one huge breakout app like SmartNews is in Japan or Toutiao in China. But at the same time, there are obviously a lot of issues in the publishing and news industry in the United States that a good dominant news app might be able to help, ranging from monetization to fake news.
Jeannie Yang: I think that’s definitely a challenge for everybody in the U.S. With SmartNews, we really want to see how we can help create a healthier media ecosystem and actually have publishers thrive as well. SmartNews has such respect for the publishers and the industry and we want to be good partners, but also really understand the challenges of the business model, as well as the challenges for users and thinking of how we can create a healthier ecosystem.
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A recently revealed mobile malware campaign targeting Uyghur Muslims also ensnared a number of senior Tibetan officials and activists, according to new research.
Security researchers at the University of Toronto’s Citizen Lab say some of the Tibetan targets were sent specifically tailored malicious web links over WhatsApp, which, when opened, could have stealthily gained full access to their phone, installed spyware and silently stole private and sensitive information.
The exploits shared “technical overlaps” with a recently disclosed campaign targeting Uyghur Muslims, an oppressed minority in China’s Xinjiang state. Google last month disclosed the details of the campaign, which targeted iPhone users, but did not say who was targeted or who was behind the attack. Sources told TechCrunch that Beijing was to blame. Apple, which patched the vulnerabilities, later confirmed the exploits targeted Uyghurs.
Although Citizen Lab would not specify who was behind the latest round of attacks, the researchers said the same group targeting both Uyghurs and Tibetans also utilized Android exploits. Those exploits, recently disclosed and detailed by security firm Volexity, were used to steal text messages, contact lists and call logs, as well as watch and listen through the device’s camera and microphone.
It’s the latest move in a marked escalation of attacks on ethnic minority groups under surveillance and subjection by Beijing. China has long claimed rights to Tibet, but many Tibetans hold allegiance to the country’s spiritual leader, the Dalai Lama. Rights groups say China continues to oppress the Tibetan people, just as it does with Uyghurs.
A spokesperson for the Chinese consulate in New York did not return an email requesting comment, but China has long denied state-backed hacking efforts, despite a consistent stream of evidence to the contrary. Although China has recognized it has taken action against Uyghurs on the mainland, it instead categorizes its mass forced detentions of more than a million Chinese citizens as “re-education” efforts, a claim widely refuted by the west.
The hacking group, which Citizen Lab calls “Poison Carp,” uses the same exploits, spyware and infrastructure to target Tibetans as well as Uyghurs, including officials in the Dalai Lama’s office, parliamentarians and human rights groups.
Bill Marczak, a research fellow at Citizen Lab, said the campaign was a “major escalation” in efforts to access and sabotage these Tibetans groups.
In its new research out Tuesday and shared with TechCrunch, Citizen Lab said a number of Tibetan victims were targeted with malicious links sent in WhatsApp messages by individuals purporting to work for Amnesty International and The New York Times. The researchers obtained some of those WhatsApp messages from TibCERT, a Tibetan coalition for sharing threat intelligence, and found each message was designed to trick each target into clicking the link containing the exploit. The links were disguised using a link-shortening service, allowing the attackers to mask the full web address but also gain insight into how many people clicked on a link and when.
“The ruse was persuasive,” the researchers wrote. During a week-long period in November 2018, the targeted victims opened more than half of the attempted infections. Not all were infected, however; all of the targets were running non-vulnerable iPhone software.
One of the specific social engineering messages, pretending to be an Amnesty International aid worker, targeting Tibetan officials (Image: Citizen Lab/supplied)
The researchers said tapping on a malicious link targeting iPhones would trigger a chain of exploits designed to target a number of vulnerabilities, one after the other, in order to gain access to the underlying, typically off-limits, iPhone software.
The chain “ultimately executed a spyware payload designed to steal data from a range of applications and services,” said the report.
Once the exploitation had been achieved, a spyware implant would be installed, allowing the attackers to collect and send data to the attackers’ command and control server, including locations, contacts, call history, text messages and more. The implant also would exfiltrate data, like messages and content, from a hardcoded list of apps — most of which are popular with Asian users, like QQMail and Viber.
Apple had fixed the vulnerabilities months earlier (in July 2018); they were later confirmed as the same flaws found by Google earlier this month.
“Our customers’ data security is one of Apple’s highest priorities and we greatly value our collaboration with security researchers like Citizen Lab,” an Apple spokesperson told TechCrunch. “The iOS issue detailed in the report had already been discovered and patched by the security team at Apple. We always encourage customers to download the latest version of iOS for the best and most current security enhancements.”
Meanwhile, the researchers found that the Android-based attacks would detect which version of Chrome was running on the device and would serve a matching exploit. Those exploits had been disclosed and were “obviously copied” from previously released proof-of-concept code published by their finders on bug trackers, said Marczak. A successful exploitation would trick the device into opening Facebook’s in-app Chrome browser, which gives the spyware implant access to device data by taking advantage of Facebook’s vast number of device permissions.
The researchers said the code suggests the implant could be installed in a similar way using Facebook Messenger, and messaging apps WeChat and QQ, but failed to work in the researchers’ testing.
Once installed, the implant downloads plugins from the attacker’s server in order to collect contacts, messages, locations and access to the device’s camera and microphone.
When reached, Google did not comment. Facebook, which received Citizen Lab’s report on the exploit activity in November 2018, did not comment at the time of publication.
“From an adversary perspective what makes mobile an attractive spying target is obvious,” the researchers wrote. “It’s on mobile devices that we consolidate our online lives and for civil society that also means organizing and mobilizing social movements that a government may view as threatening.”
“A view inside a phone can give a view inside these movements,” they said.
The researchers also found another wave of links trying to trick a Tibetan parliamentarian into allowing a malicious app access to their Gmail account.
Citizen Lab said the threat from the mobile malware campaign was a “game changer.”
“These campaigns are the first documented cases of iOS exploits and spyware being used against these communities,” the researchers wrote. But attacks like Poison Carp show mobile threats “are not expected by the community,” as shown by the high click rates on the exploit links.
Gyatso Sither, TibCERT’s secretary, said the highly targeted nature of these attacks presents a “huge challenge” for the security of Tibetans.
“The only way to mitigate these threats is through collaborative sharing and awareness,” he said.
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About 18 months ago, Jenny Gyllander created an Instagram account by the name of @thingtesting.
The premise was simple. Gyllander, who was at the center of the London startup ecosystem as an investor with the British seed fund Backed.VC, would upload photos of interesting direct-to-consumer products with a caption that served as a bite-sized review. The experiment began with Birchbox, a provider of curated boxes of beauty products that rose to prominence amid the subscription box hype of yesteryear. In her short review, tailored perfectly for the Instagram generation, Gyllander admitted to being “like 10 years late to this much hyped subscription-everything party,” adding that “after two boxes and ten products, only three products were relevant to me.” Her honesty, and perhaps more importantly, her brevity, garnered her a small following of venture capitalists, founders and consumer-brand enthusiasts.
Since that first post, Gyllander has featured and reviewed more than 100 products on her Instagram account — which today counts 32,800 followers. And she quit her day job and began building an Instagram-inspired, full-fledged review business.
“I found something I am very, very passionate about,” Gyllander tells TechCrunch. “Finding the D2C niche was for me a little bit of a Holy Grail. It’s where brands and startups align for the first time in a concrete way.”
With a $300,000 pre-seed investment from angel investor and Homebrew co-founder Hunter Walk, who previously called Thingtesting “The best VC on Instagram,” early Spotify investor Shakil Khan and more, Gyllander wants to create a full-scale D2C review platform with a team of reviewers and content creators, and a portal for her loyal followers to write and submit their own reviews. She compares what she envisions for Thingtesting to that of Rotten Tomatoes. Akin to the popular website for movie and television reviews, each product review on her future website will include a Thingtesting score and an audience score. The goal is to help consumers shop smarter and filter through the D2C noise.
“People are confused right now by the sheer amount of products launching,” Gyllander said. “I want Thingtesting to be a filter for people to consume better … It’s a role department stores used to have back in the day, but nobody has really filled that role in the online world.”
Gyllander, already making money from what was once a side project, has plans in store to generate significantly more revenue. Currently, she’s capitalizing off Instagram’s Close Friends list, which the social media hub launched last year to allow users to share content to fewer people. Gyllander, like a slew of other Instagram influencers, however, quickly realized an opportunity to monetize content using the feature, a trend explained in detail in a recent report from The Atlantic.
Gyllander charges a lifetime fee of $100 to her followers hoping for a spot on her Close Friends list. Those followers are then provided exclusive content, including behind-the-scenes looks at her product review journeys. So far, 300 people have been granted access to the exclusive group as others sit on the waitlist. Gyllander explains she hasn’t green-lit every request to enter the coveted group because she wants to maintain a sense of community as the account grows in popularity. Early next year, she hopes, she will have launched a Thingtesting website and a new subscription-based membership tier targeting D2C connoisseurs, investors and anyone interested in a front-seat view of the booming D2C industry.
As Thingtesting morphs into a digital review platform and expands from the bounds of Instagram, Gyllander will have to work harder to differentiate what she’s built from other review sites and D2C blogs. Her secret weapon, she believes, is her authenticity.
“It’s my honesty,” Gyllander said. “And it’s the fact that there’s no payment involved from the brands and that I’m not being paid to review products. That’s something quite rare in the Instagram world today. There aren’t that many accounts that are just talking about new products with non-monetary incentives.”
Since launching with a review of Birchbox, Gyllander has shared her thoughts on Magic Spoon, a D2C cereal company: “one bowl kept me full for hours,” she wrote, ultimately concluding she wouldn’t continue eating the cereal. More recently, she referred to the D2C aperitif brand Haus as “stunning;” wrote a lukewarm review of the blue light-protecting eyewear brand Felix Gray; and posted a glowing summary of Dripkit, a D2C coffee brand.
To secure a spot on Gyllander’s grid, a product must bring something new to the market, as well as boast killer branding and packaging. The former VC says she tries out about 20 products a month and shares official reviews of four or five.
“The majority of people today, when it comes to modern brands, they have their first interaction through an ad or an influencer telling them about the product,” Gyllander explained. “Discovery is in a weird place right now when it comes to the general consumer.”
It’s difficult to imagine a venture-scale business within Gyllander’s vision for Thingtesting. But one should never underestimate the value of an exclusive and hyper-focused network. Gyllander, in a short time, has created a meeting place for D2C aficionados and venture capitalists and, as she’s proven, her thoughts are worth paying for.
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We’ve aggregated the world’s best growth marketers into one community. Twice a month, we ask them to share their most effective growth tactics, and we compile them into this Growth Report.
This is how you’re going stay up-to-date on growth marketing tactics — with advice you can’t get elsewhere.
Our community consists of 600 startup founders paired with VP’s of growth from later-stage companies. We have 300 YC founders plus senior marketers from companies including Medium, Docker, Invision, Intuit, Pinterest, Discord, Webflow, Lambda School, Perfect Keto, Typeform, Modern Fertility, Segment, Udemy, Puma, Cameo, and Ritual.
You can participate in our community by joining Demand Curve’s marketing webinars, Slack group, or marketing training program. See past growth reports here.
Without further ado, onto the advice.
Based on insights from Guillaume Cabane.
A customer testimonial from a well-known executive may be the social proof that improves conversion rates on your landing pages or in sales collateral. But executives of reputable companies are generally busy and difficult to reach.
Here’s how to get the testimonial:
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The best medicine against online disinformation is an informed society that’s thinking critically. The problem is there are no shortcuts to universal education.
Enter Finnish Public Broadcasting Company, Yle, which is hoping to harness the engagement power of gamification to accelerate awareness and understanding of troll tactics and help more people spot malicious internet fakes. It has put together an online game, called Troll Factory, that lets you play at being, well, a hateful troll. Literally.
The game begins with a trigger warning that it uses “authentic social media content” that viewers may find disturbing. If you continue to play you’ll see examples of Islamophobic slogans and memes that have actually been spread on social media. So the trigger warning is definitely merited.
The game itself takes the form of a messaging app style conversation on a virtual smartphone in which you are tasked by the troll factory boss to whip up anti-immigrant sentiment. You do this by making choices about which messages to post online and the methods used to amplify distribution.
Online disinformation tactics intended to polarize public discourse which are depicted in the game include the seeding of conspiracy theory memes on social media; the exploitation of real news events to spread fake claims; microtargeting of hateful content at different demographics and platforms; and the use of paid bots to amplify propaganda so that hateful views appear more widely held than they really are.
After completing an inaugural week’s work in the troll factory, the game displays a rating and shows how many shares and follows your dis-ops garnered. This is followed by contextual information on the influencing methods demonstrated — putting the activity you’ve just participated in into wider context.
Yle, which is a not-for-profit public service broadcaster with a remit to educate and inform, released a Finnish version of the troll factory game back in May but decided to follow up with this international version (in English) after the game got such a strong local reception, including being picked up by people in natsec and education to use as an educational resource, according to Jarno Koponen, head of AI & personalization, at Yle Uutiset News Lab.
“The initial response in Finland was so encouraging: Something like this is needed,” he told us. “Something that makes information operations tangible and visible. We believe that it’s our duty as a public broadcasting company to promote methods, in Finland and abroad, that help citizen’s to better understand our everyday digital environments from their own standing point.
“We want simultaneously to collect more feedback on what’s working in the game-like storytelling, in order to use those findings to develop better products in the future, and to share those finding with for example with other public broadcasting companies in the world.”
Koponen said the team also wanted to test a specific hypotheses about the power of games to debunk junk — after a recent Cambridge University study showed gamified methods work in fighting fake news.
“Based on our data, news articles or more traditional social media analysis doesn’t reach and thus have effect on people en masse,” he said, when asked why Yle chose a game wrapper for its anti-disinformation message, rather than a more traditional educational format such as a documentary film.
“Social media is in your pocket and goes wherever you go. The means to educate you about social media need to be in your pocket too. Especially young people are a hard audience to reach. Thus we need to actively develop new storytelling methods to provide for them nonpartisan information and insight about the world around us. We experimented with different forms from data visualisations to interactive simulations and found game-like experience being the most effectual and engaging.”
“We’ve so far collected direct feedback from our users in social media (from Twitter to Reddit) and on our website,” he added. “Some of the descriptive comments were: ‘This is horrible, but thanks for making us aware of this’ or ‘Scary but illuminating’. It was picked up in social media especially by people and organisations working with younger people from teachers to public libraries, as well as information security and national security professionals.”
Asked whether he thinks social media platforms should be doing more to clear bots and inauthentic content off their platforms, Koponen called for increased transparency from platforms but added that media literacy remains key to influencing how tech giants behave too.
“We believe that more transparency is needed on behalf of the social media platforms. However, the more aware the citizen is, the better equipped she’s to decide on her own behalf what works and what doesn’t. We believe that promoting media literacy is key in having meaningful impact on the practices and policies of social media platforms.”
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