D2CX- C8 Social Media Masterclass D2C Brands Guide To Cracking Social Media Marketing

Masterclass: D2C Brands Guide To Cracking Social Media Content

CHANAYA GUPTA RITIKA GUPTA Founder Founder Lazo Store Sanskritam

How do these brands decide what content to make and how do they do it consistently?

CONTENT PILLARS What content should you be posting How to ensure the content aligns with your business goals Are you posting the right content for the right audience in the right language How to stay consistent

P.I.L.L.A.R.S.

By Tiffany and Craig - High Season Co.

Framework

Sales and conversion

Purpose

Branding

Age

Location

Interests Traffic to the page/website

Identify your audience

Know your audience: who they are, what they want and why they come to you

Content -TWT

Age : 24-45

Location: urban

Interests : Health conscious consumers, Fitness enthusiasts

They are genX and millenials, who are health conscious and they go to TWT for clean eating, scientific truth and transparency

Authority and Leadership Saves/Shares

Trust and Loyalty Dms and comments

List Topic Ideas Look at competitors and industry for what the audience is discussing Product reels Product launches Offers and bestsellers

Styling Tips Industry Facts How to guides

Conversions and sales CTR

Better Alogrithm Visibility High Participation count

Brand Awareness View count from non followers

Customer retention Emotional connection markers

Polls Stories Contests

Behind the scenes Team introductions Processes

Industry Memes Humour

Founder Story Mistakes Struggles and Achievements

Link To Goals and track them

Education

Engagement

Behind the scenes

Assign Pillars 3-5 topics

Promotion

Personal Conection Entertainment

Content Buckets

Content Themes

Engagement: Relatable pop culture memes

Memes about anime, marvel, bollywood, current internet trends

Product: The drop showcase

Aesthetic, quick cut videos/carousals showcasing licensed drops

Community: Fandom Interactions

Interactive posts asking audience to choose between characters, pop culture debates

Task : List down 5 content topics for your product

Avoid overlapping pillars and make sure your brand resonates Do not force pillars, it is okay to have less but strong ones List CTA for each pillar Brainstorm 10 ideas per pillar

Refine Pillars

Created a word cloud

Trend scouting

Pre-hype: mood and vibe

Raw and Real content

Content Planning

Figure out content types that work for you under these pillars Develop Templates for content types under each pillar Track pillars for atleast 3 months Look at metrics and audience feedback

Strategy

Content is King/Queen Revenue Contribution Reel 1 - FEB 2024

Performance marketing

35L

ROAS

Reel 2 - APR 2024

10+

45L

CAC

Reel 3 - AUG 2024

80L

< 200

Audit

Model: Influencer Format: Celebrity inspiration Communication: Aspirational appeal Cost: 1000

Model: Friend Format: Fit Check Communication: Candid and authentic Cost: 1500

Model: Micro Creator Format: Use case/ mood Communication: Trendy design Cost: 3000

Performance Marketing A good ROAS has more to do with content, industry and campaigns than agency. Same content can be used across platforms but with the right CTA and use case

How much should we post and how to stay consistent ?

Quality > Quantity

Experiments and learnings

Define your consistency

Define your communication strategy

Resources

Content pillars

Audit

Execution

Track and Repeat If the numbers are not ideal, create a strategy again

Goal Setting Define goals with the intention of doing better than yesterday

Content Structure Experiments and Trends 10%

Statics and Carousels 15%

Long form content 10%

Short form content 65%

Creating your content calendar Which content bucket gets how much weightage, depending on the goals of the week and overall goals

Meme

engagement

Educational Product

conversions

community

Product

BTS

Authenticity

conversions

Brand story Reviews

community

Trust

Phase 1: This is when you are still figuring out your product market fit and positioning.

Experiment with each and every aspect of content. Create atleast a 100 pieces of content and then start narrowing down.

Can be more product heavy, but needs a good balance of story for trust building.

Phase 2: This is when your positioning and mission is solid and tested.

Focus on branding and organic expansion with content and community.

How to create relatable content

PRE - REQUISITES DO NOT WAIT FOR CONTENT TO BE PERFECT CONTENT MARKETING IS A LONG TERM ACTIVITY THAT REQUIRES PATIENCE FOUNDER KNOWS THEIR PRODUCT THE BEST CONFIDENCE AUTHENTICITY

EQUIPMENT Good lighting with a non busy background that fits the brand/content vibe. ( Natural lighting ) A good camera or an iphone.

A Tripod and Suction stickers for on the go content Bring in social media team depending on resources and skills

Hook Emotion Value CTA

Attention grabbing hooks and visual A-ROLL

B-ROLL

POV

OTS

WIDE

CLOSE UP

PANNING

LOW ANGLE

Stylised Fonts and Sound effects

Scripting

Editing

Gemini

Stories and fonts along with reel templates

Captions

Feed Planner

AI images

App Recommendations

How important is founder storytelling in 2026?

3 Frameworks of building a community through storytelling Overarching Narrative

Enemy Framework Get people to rally against a common

What do you stand for What feeling do people get after looking at your

enemy which is not a person but a shared pain

content

Mission What is your mission that inspires, motivates, educates and brings value to the customer

Influencer Marketing and UGC

Influencer Funnel Influencer marketing is not a short term ROI driven activity

Awareness Macro influencers: 100k + reach and visibility PR packages

Engagement Micro influencers: 10k -100 k Audience is decently engaged and trust is built

Conversion

Nano influencers: Under 10K Audience is highly engaged and influence gives conversions

Nano barter campaign Checklist Define a clear goal and campaign structure

Have a set budget and timeline Give clear directives along with creative freedom Clear communication on the deliverables

Track metrics and repeat

No. of influencers: 50 Concept: Cotton shirts under INR1500 Goal: Virality and content stack for performance

User Generated Content

Paid Ugc Roas- 6.5 CAC- 256

Ugc 2Lakh + revenue

Long term partnerships ONBOARDING

AUDIT

Scouting through instagram brand pages and explore feed

Performance marketing benchmarks for the last 3 months

Content quality Long term deal: 3-6 months

EXECUTION

Viral concepts / Creative freedom

Views and engagement on social media

Performance marketing and instagram Views- 42K, Reach- 29.3k

Views- 35K, Reach- 19.9k

SECRET SAUCE Golden Hour Theory The first 60 minutes after posting a content is crucial. Because the algorithm is not counting number of times you post but how many people care when you do.

Replying to each comment, engagement is necessary.

Follower Hack Comment and engage on posts of 3-5 other creators, brands, people where your exact audience is present every day without fail and watch your followers grow

Questions

Thank You

Instagram - chanayagupta Email - chanaya.lazostore@gmail.com