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

New year, who dis?

We are back to work, filled with big goals and dreams.

What is one thing you are working on this year?

For me, I am trying to drink coffee a little less. (If you know me, that's wild)

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Last week, I gave 10 principles for leveling up your social media content.

Today, I will go deeper into one of those principles.

Share the behind-the-scenes of your brand.

Recently I have been studying Waterboy's TikTok.

They have 5 elements that make their content incredible.

Who is Waterboy?

Waterboy is a hydration powder that will help your hangover.

You can use this powder anytime, but they go after that party vibe.

This brand is based in Austin, with a team of 5.

Mike, Connor, Chloe, Kiara & At are the team members.

Yes, this brand is so personal online, that you have each team member as a character of this sitcom - it feels like we are watching a modern-day Friends but for a brand.

Waterboy wants you to know the team members that this is the description on TikTok:

Element 1. Fun office antics

If a brand is just all about business and the product, it is hard to have a relationship with the brand.

The brand is not personal.

But by turning on the camera to record funny arguments like who stole a computer charger, viewers are able to build relationships with the employees.

Now there is more a personal connection.

People start to follow the brand, not because of the product but because they want to see them play human shuffleboard in the office or see the fun that the team is having.

Element 2. Team Members

Going deeper on this employee element of their content, as they hire new people, they introduce the audience to the new hires.

You feel a part of the team, and it is exciting to see the team grow because you feel like you are on it with them.

Again, you get more deeper emotional connections to the employees, and you might start to have your favorites or least favorites.

This is reality TV meets Friends meets business.

Element 3. Employee accounts

Kiara started out as an intern, and she started an account that was all about being the intern for Waterboy.

So now not only do you have the main account and storyline, you have side storylines that can give you more insight if you would like.

We start to join in on Kiara's journey in the company and get more BTS of the brand from her perspective.

These videos are more personal vlogs which is a nice touch.

We see this employee personal brand concept happen a lot on Twitter, but cool to see it here on TikTok.

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Element 4. Product Announcements

As you are showing the behind-the-scenes, the best thing you can do is update your audience with new products that are released.

This helps prime the sales so that you have people already excited when launch day happens.

The audience also feels a part of the new product development, so the change isn't scary.

Change management is a good leadership skill, but you must also lead your community and customers.

Content can help make that change easy.

Also you can have fun with it like Waterboy.

Element 5. Storytelling

I am very impressed by the storytelling of the brand.

They have told cool stories like surprising Kiara with flying her boyfriend into town.

Or how their packaging almost cost them millions.

They have found ways to weave clips with voiceovers that tell stories to engage the viewers and community.

These videos are also more general and appeal to a greater audience, which can be great top-of-funnel content to get new viewers onto their account.

Stories can do very well on TikTok and are great pieces of content that people want to share.

How To Use These Elements

It is okay if you don't want to go super personal like a TV show - this doesn't fit every brand, but the goal is to take inspiration and make it your own.

Is there a way to tell more stories in your content about product development?

Can you do a founder story?

Some teams are remote, so you can't do in-person antics, but are there fun moments you want to share from zoom meetings?

Maybe you can get your employees to create videos at home about how they use the products or a day in their life working at the company.

This account has popped off in the last few months, and it is worth checking out to see how you can emulate some of their work.

If this newsletter is valuable, it would mean the world to me for you to share it with one friend in marketing.

We are at a little over 1100 people, and I would love to see this newsletter and community grow to 5000 people by the end of the year.

Keep creating!

Matthew Gattozzi

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