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

Goodo Studios has been hard at work this November with a cool Kickstarter project launching next week for a Haven.

I know you are very busy, so the fact that you are reading this is an honor.

Today's newsletter will be a little shorter, but next week we will do a newsletter all about the Kickstarter process and how we created all of the content.

This month's newsletter is sponsored by the Foxwell Founder's group, the best DTC community for growth and media buying, but more on that later.

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Goodo Studios has built Halfday's TikTok from day 1, and we have seen crazy success.

We have had our own videos hit virality.

And the video above did well organically, and the Halfday team has been pushing this video as an ad reaching over a million people.

Well, luck struck us in a way we didn't think it would.

On TikTok, people can create videos stitching with your videos.A creator who looks EXACTLY like Logan, the creator in the original video, made a hilarious video about being a long-lost brother from Texas.

This hilarious stitched video racked up over 1 million views which lifted our other videos by hundreds of thousands of views, increased ad performance, and saw a bump in sales.

Although we got lucky a doppelganger made a video, there are real techniques and strategies we used to capitalize on this luck and how to make the most of these moments that I want to share.

The best resource for ad buying and growth

Facebook and TikTok ads are hard and doing growth marketing alone is even harder. The best resource for me and my team has been the Foxwell Founder's membership.

This community consists of 400+ top minds in DTC. Any time I have a question, the best experts will answer 24/7. They not only focus on ad buying but have channels for CRO, Google Ads, and creative as well.

Beyond just the community, Foxwell Digital also offers a ton of courses for you and your team to train. Some of my favorites are:

• This junior-to-midlevel course on buying digital ads today (AAA Program)

• SEO for ECommerce

• Learn Email/SMS, Google ads and CRO all in one

I only have sponsors I believe in and use their products, and Foxwell Founders is incredible.

Use code MATTSCODE for 10% off anything - the membership, the courses, whatever! And enjoy.

1. Show up to be lucky

If you want to get lucky, you have to show up.

These additional million views came from publishing consistently on the platform.

We don't publish every day, but we do publish consistently and focus on quality.

The quality of videos gets views and reach which get to new people... and Logan's long lost brother from Texas.

So before you try and get a viral moment, know that this was 3 months of publishing consistently.

2. Respond Quickly

When we saw that this viral video was taking off, we immediately sent it in our slack channel and began to discuss how we should respond.

We started by trying to get a hold of the creator to send him a bag and recreate a Logan video, but there was no luck in his responding to our comments or DMs.

So we decided to create a video dueting the viral video and pose a question to stir up more "controversy" and dialogue about the video.

Emily from the our team did a great job of handling everything and making the video so fast.

We have racked up an additional 100k+ views on our response video.

Views don't always equate to revenue but in this case, we know that sales spiked up over these few days.

If we did this video a week or two later, it wouldn't be funny, and the algorithm would have been confused.

Since the algorithm was pushing this video bigger video, we knew our response video would also be pushed by the algorithm.

If you want to make the most out of a viral moment, you have to react fast and not go through all of the normal hoops and processes that you have in place.

3. TikTok ideas that we will test in the future

You can't plan for a doppelganger, but you can plan for conversation or responses.

People duet or stitch videos when a question is posed or there is something so outrageous a response is needed.

In the future, we want to try to play into humor more and say things that are obviously satirical and sarcastic but get people to react.

Even if you don't want to go the humor route, you can pose questions to solicit responses, bringing in exponential traffic without you having to create a bunch of videos.

Source traffic from others making content about you or in response to you.

Since we are a travel brand, we might pose questions about travel hacks or what type of personality you are when traveling.

Lastly, look for how you can send products to people that make videos about your brand or the problem your brand solves without mentioning the brand.

They will probably make more videos about the package because they don't usually get packages from brands.

White Claw saw a video about a runner drinking their drink at the NYC Marathon and sent them a gift.

This video and the original have racked up 500k views, and they now have a loyal follower talking about White Claw on the internet.

Sending items doesn't always work out, but we will be on the hunt for moments like this for Halfday.

As I said, we have been super heads down trying to cram in everything for the Kickstarter but just know that I really appreciate you reading.I want to share the work we are doing so you can take our strategies and win for your brands!As you think about how to train your team, check out the Foxwell Founder group and courses.

Keep creating!

Matthew Gattozzi

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