This brand created a TikTok reality show

Cozy Earth's "Bed Rot Challenge" livestream, four post formats to try, and more.

Hi everyone! First, I want to thank all of you for watching my interview with Zaria Parvez. I know she could have told this story lots of other places, so I’m very grateful that she trusted Link in Bio with it. If you haven’t had a chance to watch it yet, I’d recommend carving out 30 minutes of your day. We talk about the oversaturation of brands on social, why she took a mental health leave, her favorite account to follow right now, and more.

Today’s newsletter covers:

• How Cozy Earth’s “Bed Rot Challenge” garnered 43M impressions

• Four post formats to try

• What brands can learn from the Waterlily Weigh-Off

• IKEA meatball plates and products as marketing

• Fly by Jing’s creator collab sold out in less than 33 hours

• The person making your favorite music festivals (like Lollapalooza) go viral