Thingtesting is the DTC discovery layer the internet was missing — a community platform for researching, rating, and reviewing new consumer brands, founded from a London investor's Instagram side project.
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See all ads on AdLibrary →Thingtesting was founded in London in 2018 by Jenny Gyllander, a startup investor at Backed VC, as an Instagram account reviewing direct-to-consumer brands. It evolved into a funded community platform with over 1 million monthly shoppers researching and reviewing DTC brand launches across all consumer categories.
Thingtesting itself is primarily a media and editorial platform rather than a direct paid advertiser — its value to DTC marketers is as a discovery and review destination that influences purchase decisions before paid ads are even seen. Brands featured on Thingtesting gain credibility with the DTC-curious buyer segment. Explore how DTC brands get discovered at https://adlibrary.com?q=Thingtesting&type=3.
Thingtesting's roots are on Instagram, where founder Jenny Gyllander's personal review account built an audience of DTC enthusiasts before the platform existed. The brand uses Instagram for editorial brand discovery content and community engagement rather than direct-response paid advertising — its growth has been largely organic and editorial.
Brand communications focus on discovery, honest reviews, and the role of the platform as a trusted filter for the overwhelming number of new DTC brands launching every year. The positioning — 'a trustworthy resource for shoppers' — appeals to buyers who value editorial independence over brand-sponsored content.
Thingtesting validates the 'media brand as community' model — starting with a personal Instagram POV, building an audience around genuine curation, and then monetising that trust through a platform. For DTC brands, it's a reminder that third-party editorial coverage on platforms like Thingtesting can be more valuable than owned ad spend for early-stage credibility building.
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