You are correct Mary. It is in one of his tweets.
Post# of 40989
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he mentioned campaigns on FB, Google AND Instagram.
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He is selling direct to retail on three social media platforms.
From my experience he will have to continue to spend $$ to gnerate the sales. The platforms become salesman who don;t complain where there commission is. However if you stop the flow of ad dollars to those platforms the sales will stop as well.
Still at little mysterious why 260 (Dec & Jan) sales have not resulted in one new review. Maybe SB can give away units and pay for a certain number of reviews (disclosed of course). Shouldn't be too hard to give influencers his units.