Is it time to put health warnings on social media?

42 US attorneys general think so. But Big Tech isn’t going down without a fight.

And a fight it will surely be. Especially given the US Attorney General is calling the effects of social media on teens’ mental health 'the defining public health issue of our time.' Meanwhile, social platforms (and free speech advocates) disagree.

Stay tuned. This could get ugly.

In today's newsletter:

• A Surgeon General’s warning on Instagram? It may not be far off. (here’s why the Surgeon General’s comparing Big Tech to Big Tobacco in a scathing op-ed)

• How Hilton used an absurdly long TikTok to rebrand themselves (PLUS the groundbreaking strategy they used to set their hotels apart from the rest)

• Trend plug - Fish girl is back

• Ask the Editor - How should I market myself as a freelancer?

- Charlotte, Editor ♡

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SURGEON GENERAL’S WARNING: THIS SOCIAL MEDIA PLATFORM MAY NEGATIVELY AFFECT YOUR MENTAL HEALTH.

Is this a label we may be seeing sprawled across our socials soon?

A coalition of 42 state attorneys general are pushing Congress to make that happen.

The push follows a proposal by US Surgeon General Vivek H. Murthy back in June.

There have long been growing concerns about the role social media has played in exacerbating the mental health crisis among young people.

Eating disorders. Dissatisfaction with life. Loneliness. Cyberbullying. Depression. Anxiety. Suicide. The list of negative side effects on our youth is seemingly endless.

Don’t get me wrong here. I’m not saying it’s all bad. Social media is a space where millions of people find community, make money, and express themselves.

But we can’t deny the facts.

And the facts have led Murthy, and 42 attorneys general, to call this 'the defining public health issue of our time.'

But the real question is, will a warning label have any kind of impact on users?

[Keep reading]

-Sophie, Writer

How Hilton Used an Absurdly Long TikTok to Rebrand Themselves

Hilton Worldwide using Paris Hilton in their repositioning campaign? That’s hot.

In 2022, Hilton undertook a partial rebrand in a major international marketing effort.

'It Matters Where You Stay' was a TikTok campaign that broke all the rules of the platform.

The exceptionally long, 10-minute video, drew attention to its own absurdity, making fun of the lengthy watch with the help of the queen, Paris Hilton herself.

So what was the point of this extremely long TikTok? The video reminded people that Hilton makes each guest feel truly cared for. It positioned Hilton as the 'hero,' stressing the importance of the hotel stay in one's travel experience.

Until this point, most TikTok users would have happily swiped past a 10-minute video that popped up on their FYP. 

TikTok had long been touting itself as a short form video platform, after all. And, let’s be real, who the hell has time for that? This isn’t YouTube.

However, with this campaign, Hilton subverted expectations for what a TikTok video could look like. The brand used the video to switch users' answers to the question that the advert actually begins with, 'Would you watch a 10-minute TikTok?'

Turns out, they would.

In the first 48 hours after launching, the video garnered 3.9 million views, more than a half-million likes, and more than 15,000 shares.

[Keep reading]

-Sophie, Writer

Trend Plug - Fish Girl is Back

Don't know who Fish Girl is? Just need your memory refreshed? I got you.

After appearing on a YouTube video, '7 High Schoolers Decide Who Wins $1000, 'Fish Girl' (Jordyn Earle) went viral for all the wrong reasons.

Now, TikTokers have taken a viral clip of Jordyn acting like a 5 year old. In the clip, she uses a baby voice to say, 'Just Vote, I know I'm going to be out, just vote.' I'm not going to lie, she does annoy me a little (big) bit.

Anyway, now people are using the clip to describe personal situations where they won’t get picked for things, such as, 'When my friends and I are deciding who gets aux but last time I played the Hamilton soundtrack.'

How to jump on this trend:

Think of a situation where you were voted against, or weren't picked for, and use that as your onscreen text. Then, lipsync to the amazing sound of Fish Girl crying. Make sure to act just like a five year old when saying it (like she does!).

A few ideas to get you started:

• Me when the team and I are throwing out ideas for a client and mine is BY FAR the worst

• When we're picking the funniest people in the office, but last week I put a joke in the group chat and the only reaction I got was a thumbs up

• How that one piece of clothing I never wear sees me looking for something to wear today

-Carter, Intern

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Ask the Editor

Q - After a couple years of agency work, I've gone out on my own as a freelance social media manager. How should I start marketing myself? - Aja

Hey Aja!

Since you specialise in social media, you should focus on proving you know what you're doing on your own accounts! There are so many supposed social media managers out there that aren't doing a lot on, um, social media.

So create as much content as you can to showcase your knowledge. One content style that could work really well for you is auditing brands' social media account. Find brands who are doing well on their socials, then make content about what they've done. Also look for brands who have hidden potential, and create content talking about what you would do if you were to work with them.

You might think of this as giving away free advice, but it's such a good way to show your expertise. Doing this could also lead to getting clients as brands see you know what you're doing!

- Charlotte, Editor ♡

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