Learning from three [direct-to-consumer] founders taking the digital space by storm
+TikTokers are coming to Substack and the cultural moments | news that caught our attention this week
quick summary ⚡️
Tactics of 3 direct-to-consumer founders for building community online
Substack is now investing in video creators
How tech is changing our relationships, how to get your attention span back and more in the cultural moments and news that caught our attention this week
5 tips on how to create savable social media content
ones to watch: direct-to-consumer founders
Curated by Megan Collins, Cultural Anthropologist, Generational Expert and contributor to the MTD blog
In the world of DTC [direct-to-consumer] businesses, these three founders are taking the digital space by storm. Not only have they developed innovative offerings that are in tune with the extremely online consumer, they've also mastered the art of social media, building engaged communities and leveraging digital tools for growth.
Evelynn is using social to create IRL community, Angel crowdfunded her passion, and Georgia is short form video posting her way to the next it girl bikini brand. Get ready to be inspired by these leaders who are proving that their innovative modern ideas, authentic online presence, and strategic digital approaches are a recipe for success.
Evelynn Escobar, founder Hike Clerb Inc.
Evelynn Escobar is the founder of Hike Clerb, a Los Angeles-based social community looking to create safer spaces in the outdoors for women of color. Founded in 2017, Hike Clerb is on a mission to help members appreciate the importance of mental and physical well-being through meditation, journaling, and movement. Those not in LA can still get involved because Hike Clerb just released a collab with The North Face bringing Hike Clerb’s unique aesthetic to outdoor pieces!
Angelia Trinidad, founder & CEO Passion Planner
Angelia “Angel” Trinidad is a business owner, adventurer, artist, and so much more. As she tells it, the Passion Planner Kickstarter campaign went viral when she was only 24 and–in the decade since then–has grown to a large community of planners & goal-setters with over 400k followers on Instagram. Angel is also exemplary at navigating executive comms on Instagram.
Georgia Costello, founder Strawberry Milk Mob
Georgia is the founder of swim brand Strawberry Milk Mob. Their mission? “Cute bikinis for cute prices.” Strawberry Milk Mob stands out from many other swimsuit-slinging brands thanks to Georgia and her seemingly effortless social media presence. On TikTok you wouldn’t necessarily know that @strawberrymilkmob is a swimsuit brand. She’s incredibly active and posts telling funny and relatable stories about her relationship, sisters, outfits, life, and-oh yeah–her business.
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more on the MTD blog
Substack is moving in on TikTok
In the latest edition of “All digital platforms are slowly turning into each other,” Substack is courting TikTokers with their new creators program…
While Substack is primarily known for newsletters, they’re looking to expand their video content by partnering with 10 TikTok / video creators through their Substack Creator Studio, giving them access to strategic support and promotion. Substack has also partnered with production company, Gymnasium, to offer Substack Creator Studio “fellows” consulting and production support.
While some users may be frustrated by Substack’s move towards video, the platform will be able to offer video creators consistent monthly income. While platforms like Instagram and TikTok offer subscription features, they’re not nearly as established or built out as Substack.
“Other platforms ‘offer rentals with unfriendly leases. At the same time, their business models can’t deliver the stability and predictability that creators need to produce their best work. It is hard enough to get by without having to worry about constant fluctuations in viewership and brand partnership revenue.’” - Austin Tedesco, the Substack’s head of video and podcasting
“I’ve been a content creator on TikTok and Instagram for four years now. It’s been amazing building an audience but at times difficult to monetize… But Substack has fixed the main problems that full-time creators face. It’s given me consistent income the way a W-2 job would, and allows me to connect directly with all of my followers via email.” - Violet Witchel
If you’re interested in being one of the 10 creators selected for the Substack Creator Studio, you can apply here by May 17th.
more in the Washington Post
💎cultural gems💎
The cultural moments and news that caught our attention this week:
Don’t trust that veneer tech (The Cut). ICYMI, TikTok’ latest topic of conversation is veneer techs.
I love Facebook. That’s why I’m suing Meta (NY Times). “Facebook’s inscrutable feed algorithm, which is supposed to calculate which content is most likely to appeal to me and then send it my way, forgets friends I want to hear from, becomes obsessed with people to whom I’m only loosely connected and generally feels like an obstacle to how I’d like to connect with my friends.”
How digital body language is changing our relationships (Dazed). Has the rise of texting made it harder for us to communicate?
How I got my attention span back (WSJ). “All the reading—plus a massive reduction in blue light exposure—had me feeling tired earlier. For weeks I got in bed around 8:30 p.m. to read. I became one of those people who wakes up in earnest at 5 a.m., fires off a bunch of work emails then goes for a run or a swim in the bay.”
tools
For all you creators and small business owners…
When talking to clients, we often refer to saves as “super likes.” What makes a save more powerful than a ‘like,’ you ask? It signals to the algorithm that the post is so good that they want to come back to view the content again. Once the post is flagged as high quality, the algorithm will push it out to more people, thus increasing your reach and engagement.
if you need a content strategy 101 refresh, head to the MTD blog