October is almost over and it is time for Halloweekend! Stay spooky.

To everyone that signed up this past week, I see you - thank you. Welcome to the community. We are so happy to have you here!

In this newsletter, you’ll find:

😥 The shortcomings of User-Generated Content

📚 How to own your brand's narrative

🔥 Latest updates in DTC and social media

🎧 Brand new episode with Jason Starr

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Bad advice from the wrong people

There are so many people who "talk" about content, but what they are talking about is the photos and videos that run as ads.

That is one type of content, but something that is overlooked is organic content.

Brands get so much advice about content from media buyers who don't create organic content- heck; they don't create photos and videos.

So today, it is time to set the record straight.

Dear brands, you must own the narrative and your content.

You need to invest HEAVILY into your photo and video creation.

Let's talk about how to own your narrative.

Don't wait for UGC - that is just a bonus.

There are many creators and influencers out there that make content.

There is a massive push for User-Generated Content (UGC) in the DTC space.

UGC is when people who have your products create videos and photos using your product.

Media buyers love this for ads because viewers want something more "organic" to their feed.

UGC can build trust and connection with consumers.

It is also easy to make because the consumer made it, not you.

Although this is true, I fear that brands are heavily reliant on UGC.

Brands have started to think, "we don't have to pay for content creation when other people just make it for us."

But we have an issue.

Creators and influencers are making content for their brand and followers - not yours.

What works for their audience might not work for your audience, but you don't have control of the creators' content.

If you primarily use UGC, you essentially have a quilt of random patches of content. You can make it work, but the story might not resonate fully with your brand.

Also, the quality might not be that great.

UGC is an incredible bonus but should not be the center of your content strategy.

What you need is Brand-Generated Content (BGC).

Own the narrative

You would never want different packaging for the same product.

Consumers would be confused.

Yet many brands do this with content.

There is no cohesiveness of brand story from website to social to email.

You must create content that establishes your brand the same way for each channel.

Brand-Generated Content builds credibility and confidence in your brand and product.

Contrary to popular belief, people buy items more emotionally than they do logically.

Content that connects with the viewer emotionally is what will drive sales.

A lot of UGC is product focus meaning the person talks about the product features.

What people want to know is what you stand for as a company.

You should inspire change or adventure. Maybe you inspire confidence in a person's beauty.

Whatever your brand values are, you need to be creating photos and videos that stand for those values.

High-Quality wins

Beyond the brand narrative being the same throughout each marketing channel, the quality and type of content need to be cohesive.

Going back to the packaging example, you shouldn't have two different logos.

When you look at major brands with many SKUs, their photos and videos are the same styles, no matter the product.

When people are on your website, reading your emails, and even checking your social media, you need to have a cohesive look throughout each marketing channel.

For people to remember you and your brand, the consistency of look is imperative.

You can't do that if you are relying heavily on UGC.

If you are just starting your brand, iPhones are great.

Beyond the startup phase, if you want to get investors, expand your retail, increase conversion on your website and marketing channels, you need to have photos and videos that establish your brand.

You can't rely on customers or influencers to establish your brand with pictures of their unboxing experience.

If someone came to your website, would they take away the same info and brand story that is on social and email?

If the answer is no, then that means you need to start thinking about creating a photo and video shoot to create a cohesive look throughout all channels.

Content can be overwhelming because it feels like you never have enough and that every time you get content, you need more.

To not be overwhelmed, invest in some brand photos and videos. These photos and videos will be your foundation. This content is evergreen and will stay true to your brand over a long period. None of the content should be based on trends; it should be based on your story.

If you have this foundational content, you won't fear not having enough because you will always have something to fall back on in the future.

My team can help you and your brand establish your narrative. Feel free to reach out to talk about your story.

Keep Creating!

Matthew Gattozzi

In Other News

🤳 Google's latest phone has an equitable camera and imaging product for people of color.

🔗 Instagram’s link stickers are rolling out to everyone

🐵 Mailchimp is launching an integration for Shopify

✍️ Stix uses online content to drive sales

💀 The anatomy of a DTC exit

Life Beyond DTC with Jason Starr

Direct to consumer is an incredible channel of sales to start a brand. You don’t have to deal with a middle man, and you can get started faster with the technology of e-commerce. However, to grow as a brand, there is a time where you will expand beyond just DTC. Getting into retailers and grocery stores is hard and a lot of the information is hard to find. But you don’t need to worry, because today we are discussing life as a brand beyond just DTC.

Today’s guest is Jason Starr, Founder and Managing Director of CompanyFirst. CompanyFirst invests in and focuses on the exciting market of innovative, emerging consumer brands with high growth potential.

In this episode, we discuss:

• A framework to establish your brand

• How to succeed in retailers, grocery stores, and Amazon

• Best practices with hiring a team