Thursday, April 16th

📊 Did You Know?

80% of creators who use Instagram's Trial Reels see more reach from non-followers.

(Instagram, 2026)

🎤 What marketers can learn from Bieberchella

In 2024/2025, Coachella had their slowest ticket sales in 10+ years…

This year, after Justin Bieber's announcement, they sold out in under a week.

And he made one of the most profitable shows EVER with a MacBook and old YouTube videos.

@snazzyyboyy

BIEBERCHELLAA #justinbieber #coachella #fyp

Watching my feed fill up with "Bieberchella" last weekend, I realized his performance was a marketing masterclass…

Here's why 👇

While every other headliner spent $1–5M on production, Bieber walked on stage with one prop, played old YouTube videos of himself, and sang along.

And… he walked away as the highest-paid headliner EVER → ~$10M fee

Near-zero production costs. 95%+ profit margin. Searches for his pink hoodie jumped 47% after the set.

What he actually did that you can copy as a marketer:

1️⃣ Nostalgia as content — Old YouTube videos did more emotional work than any lighting rig could.

2️⃣ Made it interactive — Fans suggested songs live. He typed them in on screen. A concert became a conversation.

3️⃣ Used controversy as distribution — The "lazy vs genius" debate spread the moment further than any PR campaign.

4️⃣ Raw beat polished — In a sea of over-produced shows, a guy with a laptop felt real.

💡 Lesson: You don't need a bigger budget. You need a relatable moment.

🎁 Bonus: Hailey timed a new Rhode product drop to Bieberchella weekend. Two audiences, one moment. Timing is everything!

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⚠️ Drama at Coachella — What brands must learn

This year, over a dozen creators took to TikTok with the same story:

→ invited to Coachella by a brand, then dropped… sometimes hours before departure…

@ivy4evr

obviously it is what it is but omg the unprofessionalism was just insane like 😭 #coachella

What happened:

Brands mass-invited creators with no strategy, then panicked when bigger names said yes and quietly dropped the smaller ones.

In one case, twin models Curtis and Carlsen Atanga were dropped less than 48 hours before the festival… despite having signed contracts.

❌ No tiered outreach ❌ No contracts for gifted trips ❌ No clear ownership between PR, influencer and agency teams.

💡 Lesson: An invitation without a contract isn't a deal. It's a promise you can break, and creators will talk.

📸 Snapchat CEO lays off 1,000 employees citing rapid advancements in AI

▶️ YouTube now lets you turn off Shorts completely — set it to zero minutes in settings

👍 YouTube creators can now like video comments in bulk — finally

✏️ Instagram adds comment editing — you can now fix your typos

🚫 Instagram chief debunks popular engagement hack — stop doing this

📅 Instagram allows creators to schedule Trial Reels — big for content planning

🎮 TikTok tests in-app DM games — yes, really

📊 OpenAI builds tool to track whether ChatGPT ads convert — the ad era of AI is here