Welcome to Your Content Should Sell, a newsletter that gives you practicals about creating content for your brand.

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Thank you to those who joined years ago and to those who joined this week.

Shoutout to our new sponsor of the newsletter, Replo.

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Last week we discussed your content diet in the new year and the idea of chasing virality.

Since then, there have been some legitimate conversations about TikTok being banned in the US.

There is actually a bill trying to be passed as we speak.

I have warned people for a LONG time about TikTok being banned.

Check the receipts:

I have said this in past newsletters as well.

Am I afraid?

No.

Should you?

No.

I will tell you what you need to know to derisk your brand and content strategy.

1. Never rely on one platform

You should never rely on one platform.

Ever.

You can have a primary platform, but you can't neglect other platforms if something changes.

This rule is true forever.

I have seen businesses and influencers businesses go completely under because they only focused on Instagram and never moved to other platforms.

It is tragic.

Posting your TikToks (no watermark) on both IG Reels and Youtube Shorts is the easiest way to avoid relying on just TikTok.

If you aren't doing this already, you are just missing out on easy reach.

The video is created once, with no changes needed for the three major platforms.

Beyond that, I would suggest getting followers and viewers off of TikTok and onto your email list or, at the very least, following you on Instagram.

You can talk about your email list, exclusive deals, and even getting a signup bonus to incentivize the viewer to go on to your site and sign up for emails.

So we talked about some quick fixes, let's get into the big strategy.

Shopify without the dev time

Huron is a game-changer in the men's personal care industry. They are a past client of Goodo Studios.Beyond incredible products for hair, body, and face, something that sets Huron apart is their use of Replo to build their landing pages.

Replo has helped Huron to create landing pages that offer a seamless buying experience for their customers and drive conversion (Huron Case Study).

Replo is a visual editor that empowers teams to create beautiful and high-performance landing pages on Shopify, without devs. Replo is light years ahead of other page builders when it comes to customization and page speed, and is used by top brands like Huron, Hexclad, and Jambys.

They have a library of hundreds of proven landing pages and sections that anyone can use, as well as certified Experts who can help build new pages in just a few days. You can watch a 3 minute demo video here.

Try Replo today and see the difference for yourself.

2. TikTok was never going to scale you

TikTok took off during the pandemic, and it has helped businesses go viral, or personalities get famous.

But when you think about a strong business, you need many streams of traffic and influence.

TikTok might help you get found, but it might not help you stay relevant or build customer retention.

This is true with Facebook ads.

You can get a business started off of Facebook ads, but as your business matures, so does your marketing.

Why bring this up?

Because who cares if TikTok goes away?

This is not something to freak out about. Instead, it is a gift to ask your team, what can we do differently?

What opportunities are we not putting our efforts towards?

If you are only doing TikTok, you should freak out.

If you diversify your marketing, you just shift your attention.

The best brands adapt.

TikTok didn't exist, and then it took over two years ago.

But before that, it was Instagram.

Before that, it was Facebook.

Before that, brands were built WITHOUT social media... I know- shocking.

Media changes constantly.

You as a brand need to stay aware and see where consumers are moving.

3. The return of Meta

I am seeing solid signs of Meta coming back after a 1.5-year hiatus.

A lot of ad spend and organic traffic left Facebook and Instagram over the last year or so.

People were struggling to find efficiencies in spending, and it felt like no one could stop TikTok.

But I am seeing people focus mainly on Reels and building a community there.

I also see more money coming back to Meta versus other platforms.

My friend Cody also has seen a shift:

Another friend, Chase talked about the resurgence of Meta for over a year now.

Don't drop TikTok altogether, but hopefully, you can see that media and attention constantly change, and you need to be able to adapt.

4. Your creative strategy shouldn't change

If TikTok goes away, does that change your creative strategy?

No.

Creative strategy was never and should never be about content formatting.

Creative strategy is about understanding customer psychology and building content that activates the deeper emotions of a consumer to compel them to buy your product.

Creative strategy is not TikTok trends or other surface-level things.

An excellent creative strategy stays true to the brand no matter the format of content or platform.

This is a great time to actually build that strategy so that when media changes, you have a real understanding of your customers instead of just tricks to capture their attention for a few seconds.

If TikTok goes out, this doesn't affect Goodo Studios. We create content for all platforms organic and paid, and our creative strategy transcends any platform.I am not afraid, and hopefully, after this newsletter, you won't be too!

Again, a shoutout to our sponsor, Replo. I have known the founders since they started in Y Combinator, and it is amazing to see so many brands use this product. I will make sure you get the VIP treatment.

Keep creating!

Matthew Gattozzi

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