Masterclass:
D2C Brands Guide To Cracking
Social Media Content
RITIKAGUPTA Founder Sanskritam
CHANAYAGUPTA Founder Lazo Store
How do these brands decide what content to make and how do they do it consistently?
CONTENT PILLARS
Whatcontentshouldyoubeposting
Howtoensurethecontentalignswithyourbusinessgoals Areyoupostingtherightcontentfortherightaudienceintheright
language
Howtostayconsistent
P.I.L.L.A.R.S. Framework
By Tiffany and Craig - High Season Co.
Purpose
Age:24-45
Location:urban
Interests:Healthconscious
List Topic Ideas
Look at competitors and industry for what the audience is discussing
Trustand Loyalty Dmsand comments
Authorityand Leadership Saves/Shares
Behindthe scenes Team introductions Processes
StylingTips IndustryFacts Howtoguides Industry Memes Humour
Productreels Productlaunches Offersand bestsellers Polls Stories Contests
FounderStory Mistakes Strugglesand Achievements
Conversionsand sales CTR
BetterAlogrithm Visibility
HighParticipation count
Brand Awareness Viewcountfrom nonfollowers
Customer retention Emotional connection markers
Link To Goals and track them
3-5 topics
Content Buckets Content Themes
Engagement: Relatable pop culture memes Memes about anime, marvel, bollywood, current internet trends
Product: The drop showcase
Community: Fandom Interactions
Aesthetic, quick cut videos/carousals showcasing licensed drops Interactive posts asking audience to choose between characters, popculture debates
Task : List down 5 content topics for your product
Refine Pillars
Avoidoverlappingpillarsandmakesureyourbrandresonates
Donotforcepillars,itisokaytohavelessbutstrongones
ListCTAforeachpillar
Brainstorm10ideasperpillar
Content Planning
Figureoutcontenttypesthatworkforyouunderthesepillars DevelopTemplatesforcontenttypesundereachpillar
Contribution
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
AgoodROAShasmoretodowithcontent,industryandcampaigns thanagency.Samecontentcanbeusedacrossplatformsbutwiththe
rightCTAandusecase
How much should we post and how to stay consistent ?
Quality > Quantity
Defineyourconsistency
Defineyourcommunication strategy
Track and Repeat
If the numbers are not ideal, create a strategyagain
Goal Setting
Define goalswith the intention of doing betterthanyesterday
Content Structure
Creating your content calendar
Which content bucket gets how much weightage, depending on the goals of the week and overall goals
Phase 1:
Thisiswhenyouarestillfiguringoutyourproductmarketfitandpositioning.
Experimentwitheachandeveryaspectofcontent.Createatleasta100piecesof contentandthenstartnarrowingdown.
Canbemoreproductheavy,butneedsagoodbalanceofstoryfortrustbuilding.
Phase 2:
Thisiswhenyourpositioningandmissionissolidandtested.
Focusonbrandingandorganicexpansionwithcontentandcommunity.
How to create relatable content
PRE - REQUISITES
DONOTWAITFORCONTENTTOBEPERFECT
CONTENTMARKETINGISALONGTERMACTIVITYTHATREQUIRESPATIENCE
FOUNDERKNOWSTHEIRPRODUCTTHEBEST
CONFIDENCE
AUTHENTICITY
EQUIPMENT
Goodlightingwithanonbusybackgroundthatfits thebrand/contentvibe.(Naturallighting)
Agoodcameraoraniphone.
ATripodandSuctionstickersforonthegocontent
Bringinsocialmediateamdependingon resourcesandskills
Attention grabbing hooks and visual
StylisedFontsandSoundeffects
Scripting Editing Captions
Storiesandfontsalongwith reeltemplates
Feed Planner
AI images
Gemini
Howimportantisfounderstorytellingin
2026?
3 Frameworks of building a community through storytelling
OverarchingNarrative
Whatdoyoustandfor
Whatfeelingdopeoplegetafterlookingatyour content
EnemyFramework
Getpeopletorallyagainstacommon enemywhichisnotapersonbutashared
Influencer Marketing and UGC
Influencer Funnel
Influencer marketing is not a short term ROI driven activity
Awareness
Macroinfluencers:100k+ reachandvisibility PRpackages
Engagement
Microinfluencers:10k-100k
Audienceisdecently engagedandtrustisbuilt
Conversion
Nanoinfluencers:Under10K Audienceishighly engagedandinfluencegivesconversions
Nano barter campaign
Checklist
Defineacleargoalandcampaign structure
Haveasetbudgetandtimeline
Givecleardirectivesalongwith creativefreedom
Clearcommunicationonthe deliverables
Trackmetricsandrepeat
No.ofinfluencers:50
Concept:CottonshirtsunderINR1500
Goal:Viralityandcontentstackfor performance
User Generated Content
Long term partnerships
ONBOARDING
Scouting through instagrambrand pages and explore feed Content quality
Long term deal: 3-6 months
EXECUTION
Viral concepts / Creative freedom
Performance marketing and instagram
AUDIT
Performance marketing benchmarks for the last 3 months
Views and engagement on social media
SECRET SAUCE
GoldenHourTheory
Thefirst60minutesafterpostingacontentiscrucial.Becausethealgorithmis notcountingnumberoftimesyoupostbuthowmanypeoplecarewhenyoudo.
Replyingtoeachcomment,engagementisnecessary.
FollowerHack
Commentandengageonpostsof3-5othercreators,brands,peoplewhereyour exactaudienceispresenteverydaywithoutfailandwatchyourfollowersgrow
Email-chanaya.lazostore@gmail.com