DTC POD - Meghana Dhar

Weekly Newsletter

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1️⃣ One Sentence Summary

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Examining social commerce: Instagram's missteps, eBay's success, and TikTok's potential.

🎞️ Clipfinder: Quotes, Hooks, & Timestamps

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Meghana Dhar 00:03:56 00:04:03

eBay's Role in E-commerce: "And, you know, I really think ebay is like the OG e commerce website... they started this whole idea of a marketplace... people don't give them enough credit, like they're OGS, they're ballers. And I think they disrupted the Internet in their time."

Meghana Dhar 00:06:21 00:06:33

The Importance of Cultivating a Creator Community: "ebay did a really good job of cultivating their community and listening to them and honestly, they showed a lot of care to their creators. I don't think the same can be said about Instagram et cetera, right now..."

Meghana Dhar 00:12:06 00:12:12

The Importance of Supply in Marketplaces: "the reality is the more you minimize the importance of that supply, they're going to go elsewhere."

Meghana Dhar 00:18:57 00:19:14

Instagram Shopping: "And I think at a fundamental level, with Instagram shopping, we were conflating our jobs to be done. We were confused. People were coming to the platform to interact with friends and creators, and then we were throwing a shopping experience at them when perhaps that wasn't in alignment."

Meghana Dhar 00:21:58 00:22:16

Instagram Shopping: "Don't get me wrong. I still believe that Instagram Shopping can be a huge player, if not the main player in social commerce. It's just that it needs time. And I felt like the company was just getting impatient for revenue, but it needed more time to find product market fit."

Meghana Dhar 00:26:57 00:27:01

"Is Threads just another growth hack?": "And I think that so much of what they do with threads is like growth hacking."

Meghana Dhar 00:33:52 00:34:11

Adapting to iOS 14: "We were prepping for iOS 14 at Meta years before it came out. And I think Snap didn't do that kind of work up front, candidly and they were struggling and scrambling when it launched to just, oh my God, let's try this, let's try that, let's try this, in order to drive revenue."

Meghana Dhar 00:34:51 00:35:10

The Future of Social Commerce: "I'm truly putting my money where my mouth is. I'm betting on the future generation of social commerce and creator companies. I think the reality is, as we talked about, these platforms aren't doing what they were supposed to do or could do to support their communities."

Meghana Dhar 00:37:12 00:37:24

The Future of Commerce: "I think it's a little bit of this regression back into what used to work tried and true methods and then also dropping a lot of methods that used to work, like paid media."

Meghana Dhar 00:44:26 00:44:42

The Future of TikTok Shops: "I'm really curious. I'm watching it very closely because they have a huge opportunity because there's so much trust between creators and their users on TikTok, that community is very strong. So there's a big opportunity to translate that into conversions and purchases."

🔑 7 Key Themes

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1. "Jobs to be done" concept in product development. 2. Instagram's shift to shopping and user confusion. 3. The importance of starting from scratch for new platforms. 4. eBay's disruptive impact on the marketplace model. 5. The need for better support of communities on current platforms. 6. The potential of social commerce and monetizing creators. 7. The rise and fall of new social networks and their impact.

💬 Keywords

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Instagram shopping, supply based on demand, jobs to be done, platform confusion, starting from scratch, Whatnot, trust and user experience, eBay, original e-commerce website, marketplace, flywheel of demand and supply, micro-economy, transitioning away from auction model, expanding into mainstream items, critical inventory maintenance, big tech companies, startup ecosystem, community support, social commerce, creator companies, alternative platforms, iOS 14, ad revenue, Snap, data and revenue loss, bottom line, PayPal, considerate supply, larger platforms, TikTok, shopping traps, intentional approach, eBay creators.

Interview Breakdown

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Join us as Meghana Dhar sheds light on her dynamic journey from the structured world of big tech to the innovative frontier of startups. With her finger on the pulse of social commerce and creator monetization, Meghana taps into the potential of emerging platforms and the shifting sands of online communities. Today, she'll cover: - How her experiences at Snap and Instagram informed her views on supporting creator communities effectively. - The inevitable reckoning for current platforms and the exciting opportunities in social commerce beyond just images. - Insights into TikTok's approach to shopping, the pitfalls other platforms face, and her cautious optimism for its strategy. - The growing trend of following creators across different mediums, including podcasts, and its impact on traditional social networking. - The authentic engagement strategies of platforms like Whatnot versus the transactional nature of Instagram's shopping features.

DTC Pod Linkedin

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📚 Timestamped overview

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03:39 ebay: OG e-commerce, disruptive, evolving inventory.

05:42 PayPal, creators, sellers: eBay's unique community culture.

10:46 eBay lost market share due to PayPal.

13:10 Supply-first platforms prioritize content creators, incentivizing their audiences.

18:06 Instagram shopping confused users' expectations and needs.

22:16 Platform focuses on niche communities and monitoring supply.

26:20 Funny, bullish on breads, onboarding frictionless, growth hacking, satisfying, interesting funnel, curious active users.

30:54 Agreed Snap user asks about partnerships and media.

32:00 iOS 14 shook social platforms, including Snap. Snap faced challenges due to loss of data and ad revenue. They aimed to expand offerings and increase user engagement. AR shopping was one strategy pursued. The goal was to drive revenue and partnerships were crucial. Snap was unprepared for iOS 14 and scrambled for solutions.

36:34 Commerce shifting towards website traffic and pop-ups.

39:39 Content creators, community, and authentic content.

44:11 TikTok's potential for shopping: worth watching.

46:36 DTC Pod event in LA on October 5.

💼 LinkedIN - 6 Reasons Post

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Ignoring social commerce is like throwing money out the window. As Meghana Dhar reveals, overlooking the power of social platforms for commerce is a critical misstep for brands aiming to thrive in the digital age. Let's unpack the key reasons why this oversight is costly: 1. Trust-building is vital for conversions. Meghana emphasizes that platforms like TikTok are breeding grounds for creating trust between creators and their communities. This trust is a prelude to purchase, and neglecting the role of social commerce means missing out on the chance to convert this trust into sales. 2. Social platforms evolve with consumer behavior. Meghana notes Instagram could have capitalized more on social commerce. As consumer behavior shifts toward online shopping, brands that fail to follow this trend risk becoming irrelevant. 3. Niche markets are untapped goldmines. Whatnot’s success in niche communities showcases the importance of recognizing underserved markets. Ignoring specific, passionate communities can result in missed opportunities for unique product offerings and dedicated customer bases. 4. Creator support equals platform loyalty. eBay's growth was partly due to its investment in the seller community, as Meghana draws upon her experience. Social platforms that don't support their creators may drive them - and their followers - to more accommodating ecosystems. 5. Ad changes mandate new strategies. With the shakeup from iOS 14, as Meghana observes, platforms like Snap struggle with ad revenue and must innovate. Companies that don't adjust to new advertising landscapes are likely to fall behind. 6. Shopping needs to align with user intent. Meghana agrees with Ramon that adding e-commerce to platforms like Instagram has its downsides. User experience can suffer if the platform's core purpose is diluted by forced shopping features. TL;DR: Harness social commerce or lose out on trust-based revenue. Evolving with consumer trends is non-negotiable. Specialized markets offer lucrative opportunities. Cultivate creator relationships to secure platform loyalty. Adapt advertising strategies to meet changing regulations. Ensure platform updates stay true to user intent.

❇️ Key topics and bullets

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Topics Covered in the Text: I. Adding Shopping Features to Social Platforms A. Instagram as an Example B. "Jobs to be Done" Concept C. Instagram Users' Hiring Purpose D. Confusion and Misalignment of Shopping Features E. Starting from Scratch with New Platforms II. The Impact of Adding Shopping Features A. Initial High Numbers vs. Long-term Trust and User Experience B. eBay's Role as the Original E-commerce Website C. eBay's Disruptive Nature and Micro-economy D. eBay's Transition and Expansion E. eBay's Focus on Supply and Collaboration with Sellers III. The Speaker's Journey and the Future of Startups A. Transition from Big Tech Companies to the Startup Ecosystem B. Inadequate Support of Communities on Current Platforms C. Excitement for Social Commerce and Creator Companies D. Opportunities to Enable and Monetize Creators IV. Dynamics on Social Platforms and Snap's Strategy A. Impact of iOS 14 on Social Platforms and Ad Revenue B. Snap's Losses Compared to Facebook C. Snap's Strategy to Expand and Monetize Beyond Ads D. AR Shopping and Revenue-generating Strategies V. eBay's Opportunity and Consideration of Supply A. eBay's Loss of Market Share and PayPal's Role B. Importance of Supply in a Marketplace C. Interchangeability of Supply and Platform Alternatives VI. The Rise and Fall of Social Networks A. The Need for Alternative Platforms B. TikTok's Importance and Potential for Shopping C. TikTok's Focus and Approach to Shopping D. Cautionary Approach to Avoid Shopping Traps VII. Supporting Brands and Creators A. Shopping on Creators' Websites B. Following Creators to Different Platforms C. The "Reckoning" in the Marketplace VIII. eBay's Community and Approach to Marketplace Dynamics A. Influence of PayPal and Creators in eBay's Success B. eBay's Culture of Care for Creators C. Different Approach to Marketplace Dynamics IX. Instagram Shopping and Product-Market Fit A. User Onboarding Challenges and Success B. Rushing for Revenue vs. Organic Development C. Comparison with Meta's Threads Platform X. Whatnot's Focus and Community Engagement A. Niche Communities and Live Openings B. Monitoring Supply and Creator Vetting Process XI. Curiosity about Threads and User Engagement A. Initial Enthusiasm and Promotion of Threads B. Concerns of Growth Hacking C. Comparison to Snap's Growth Techniques D. Use of Threads for Text-based Needs E. Tracking User Engagement and Active Users

🎬 Reel script

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[Opening shot: You holding a microphone] You: Hey there, entrepreneurs and business influencers! It's time for a quick recap of our latest episode on the DTC Pod. I had the pleasure of hosting a fascinating discussion with tech advisor and investor Meghana Dhar. Here are the highlights in just 45 seconds! [Cut to fast-paced clips matching the key points] Point 1: Meghana agreed with Ramon that adding supply based on demand might not always work. Case in point: Instagram shopping. Point 2: They introduced the concept of "jobs to be done" - think of products being hired to fulfill a specific purpose. Point 3: Instagram users primarily hire the platform to watch friends' and content creators' content. Point 4: Adding shopping features to Instagram confused users, as it deviated from their original purpose. Point 5: Meghana believes starting fresh with a platform like Whatnot, where the job to be done is clear, is more effective. Point 6: They highlighted eBay's disruptive impact on the internet and praised their strong supply-demand flywheel. Point 7: Platforms should be considerate and intentional about the supply to retain both demand and supply. Point 8: Meghana expressed excitement about the potential of social commerce and creator companies. [Closing shot: You smiling and holding up a sign with "DTC Pod" logo] You: And that's a wrap! Be sure to check out the full episode on the DTC Pod for more insights from Meghana Dhar. Stay tuned for more valuable content. Until next time! #DTCPod #BusinessInfluencer [End]

✏️ Custom Newsletter

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Subject: 🎧 Get Ready to Dive into the World of Social Commerce with Meghana Dhar | New DTC Pod Episode Out Now! 🚀 Hey there, podcast enthusiasts! We hope this email finds you ready for yet another thrilling episode of DTC Pod! In this week's episode, our hosts Blaine Bolus and Ramon Berrios sit down with the incredible tech advisor and investor, Meghana Dhar. Get ready to dive headfirst into the fascinating world of social commerce and the behind-the-scenes dynamics of popular platforms like Instagram and Snap. So, grab your headphones and let's get started! 🎧 Listen to the latest episode: [Insert Podcast Episode Link] 🔑 Here are 5 key takeaways you won't want to miss from our conversation with Meghana Dhar: 1️⃣ The importance of understanding the "jobs to be done" concept in product development and how it can help shape successful platforms and experiences. 2️⃣ The intriguing rise and fall of new social networks and the need for alternative platforms for connecting with friends and creators. 3️⃣ How eBay disrupted the internet and the strategies they employed to create a thriving micro-economy. 4️⃣ The impact of iOS 14 on social platforms and the challenges faced by Snap in adapting their revenue generation strategies. 5️⃣ The potential of TikTok as a social commerce powerhouse and the careful approach they are taking to balance user trust and shopping experiences. 🌟 Fun Fact: Did you know that eBay was the original e-commerce website and deserves more credit for revolutionizing the marketplace concept? Discover how they cultivated a tight-knit community, listened to their sellers, and disrupted the industry! 🔕 Outtro: As our conversation with Meghana Dhar draws to a close, we reflect on the future of social commerce and the need for platforms to support their communities better. Get ready for an exciting reckoning! 📢 Call to Action: Want to learn more about the fascinating world of social commerce? Tune in to the latest episode of DTC Pod on [insert podcast platform of choice] and discover the strategies, challenges, and potential of this ever-evolving landscape. Don't forget to subscribe and share with your fellow podcast junkies! That's a wrap for this week's episode! As always, we're committed to bringing you captivating discussions and insights from the world of digital commerce. Stay curious, [Your Name] and the DTC Pod Team P.S. Have a burning question or a topic suggestion for a future episode? Don't hesitate to reach out to us on social media or reply to this email. We'd love to hear from you!

🐦 Business Lesson Tweet Thread

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Tweet 1: With Instagram Shopping, simplicity got lost in the hunt for revenue. 💔 Tweet 2: Remember the power of "jobs to be done" - people hired Instagram to watch, not shop. 📸 Tweet 3: The rise and fall of social networks opens doors for alternatives 🚪 Tweet 4: TikTok shops hold potential, but let's avoid the shopping traps 🛍️ Tweet 5: eBay disrupted the internet by cultivating a tight-knit creator community. 👥 Tweet 6: Instagram could learn from eBay's care for creators. 🤝 Tweet 7: Platforms, take note: supply is not interchangeable. Treat it with care. 🛒 Tweet 8: PayPal played a crucial role in eBay's success. 💰 Tweet 9: Onboarding may be frictionless, but growth hacking raises questions. ⏩ Tweet 10: Threads offers a satisfying scrolling experience, but we're curious about user engagement. 📜 Tweet 11: The future of the social commerce landscape is in the hands of creators and their communities. 🌟 Tweet 12: It's time for platforms to work harder to retain both demand and supply. 💪 Tweet 13: Let's support brands and creators by shopping on their websites for now. 💻 Tweet 14: Social commerce is evolving - stay tuned for the next chapter! 📚 Tweet 15: The world needs more authentic social networks. Who will rise to the challenge? 🌍 #DTCPOD #SocialCommerce #eBay #InstagramShopping #TikTokShops #CreatorsCommunity #AuthenticNetworks

🎓 Lessons Learned

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1. Supply-first approach drives success - Prioritize cultivating supply base. - eBay's success in building a tight-knit seller community. 2. Platform purpose drives user experience - Align features with platform purpose. - Instagram's shopping feature confused users. 3. Community care is crucial - Cultivate and listen to community. - eBay's culture of care for creators. 4. Intentionality in marketplace dynamics - Treat supply and demand differently. - eBay focused on cultivating supply. 5. User trust affects shopping experience - Ask for credit card info. - Off-putting when organic content includes shopping. 6. Opportunities in social commerce - Enable and monetize creators. - Beyond photo/image space (e.g. podcasts, merch). 7. Rise and fall of social networks - Need for alternative platforms. - Explore new ways to interact with friends. 8. TikTok's cautious approach to shopping - Thoughtful approach, involved in fulfillment. - Making partnerships with manufacturers. 9. Prioritizing organic growth over revenue - Allow platform to develop organically. - Rushing for revenue can hinder product-market fit. 10. Threads' frictionless onboarding raises questions - Growth hacking techniques questioned. - Curiosity about user engagement and current active users.

💎 Maxims

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1. "Venture out of your comfort zone: No path is without risk, but the potential rewards of trying something new might outweigh the security of sticking to the known." 2. "Support what supports you: If any platform isn't beneficial to its users, it's time to follow the creators to the next platform." 3. "Embrace the possibilities of new advancements: Social commerce, podcasts, and the creator economy are rising trends embedded with untapped potential." 4. "Stay adaptable amid new trends: Keep a keen eye on growing platforms like TikTok and explore the business opportunities they present." 5. "Turn trust into a revenue stream: Foster meaningful relationships between creators and users and leverage them for commerce." 6. "Promote creator independence: Encourage users to support creators directly for a more equitable digital ecosystem." 7. "Be intentional with growth: Avoid quick fixes for revenue and focus on organic growth and product-market fit." 8. "Community over commodity: Cultivate an engaging user community to outshine any product or service." 9. "Priority to user engagement: A product's success lies in how well it resonates with its users and their needs." 10. "Every user is unique: Understand that the ease of onboarding might suit some users but not all. Track user engagement diversely." 11. "Success lies in partnership: Recognize the role of symbiotic relationships, like that of PayPal and eBay, in the growth of the company." 12. "Not all supply is created equal: Be considerate about the quality and distinctiveness of your supply in a marketplace." 13. "The future lies in the democratized marketplace: Big platforms will have to work harder to retain demand and supply." 14. "Value your founding contributors: Like eBay's seller community, every platform has a set of users who play a crucial role in shaping its identity." 15. "Recognize the pioneers: Acknowledge the precedents set by original innovators like eBay in developing the e-commerce landscape." 16. "Respond swiftly to external changes: Stay prepared for major updates, like iOS 14, to minimize business disruption." 17. "Be mindful of the original purpose: When introducing new features, ensure it aligns with what users initially 'hired' the product for." 18. "Value long-term over short-term gains: Temporary boost in numbers could lead to issues with trust and user experience. Always prioritize sustainability."

🌟 3 Fun Facts

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1. Meghana Dhar took a risk by leaving her role at a big tech company to venture into the startup ecosystem, believing current platforms don't adequately support their communities. 2. Dhar is passionate about social commerce and has a keen interest in the evolution and potential pitfalls of platforms like TikTok and Instagram, advising users to support brands and creators by shopping on their websites for now. 3. Revealing an inside look at tech companies, Dhar shared information about a recent retreat hosted by Whatnot in Miami and discussed her involvement with Instagram Shopping and Snap. She also expressed admiration for eBay, citing it as the original e-commerce website that disrupted the internet in its time.

📓 Blog Post

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**Title: Conversations on Social Commerce, Creator Markets, and the Future of E-Commerce on DTC Pod** **Subheader: With Special Guest, Meghana Dhar** **Introduction** In a recent episode of DTC Pod, we were delighted to welcome Meghana Dhar, who shared her insights on a range of issues affecting the tech industry today. From social commerce and the growth of content creators to the future of e-commerce platforms, her expertise brought a fascinating perspective to our conversation. **The Strength and Potential of Social Commerce & Creators** Meghana expressed her excitement over the potential of social commerce and the exponential growth of creator markets. She highlighted the undiscovered opportunities in these spaces beyond the traditional photo or image space, including podcasts, business creation, and merchandising. Her focus on social commerce intertwines with a critique of Instagram's shopping features, stating that the platform could have done better. **Alternatives to Mainstream: The Rise and Fall of Social Networks** Our guest emphasized the importance of understanding the dynamics of new and emerging social networks as they pose alluring alternatives to mainstream platforms. Meghana mentioned TikTok as an essential tool for brands and predicted a significant potential for creators to convert trust with users into purchases. Nonetheless, she also expressed her concern about TikTok falling into the same pitfalls as other platforms such as Instagram and Snapchat. **Whatnot, Breads, And Instagram: A Comparative Analysis** Drawing a comparison between different platforms, Meghana mentioned the strengths of Whatnot in building their supply, especially in niche communities. She also expressed her initial enthusiasm for Breads and spoke about the concept of frictionless onboarding. **Instagram & Threads: Pros, Cons, and What’s Next** Meghana opined that while Instagram Shopping has the potential to dominate the scene of social commerce, the platform must invest more time in understanding market-product compatibility. Furthermore, while Threads is an authentic social network, questions remain concerning user engagement metrics and the platform's overall strategies. **Reflecting on eBay, The Original E-Commerce Website** Meghana justified her strong belief that eBay deserves recognition as a pioneer in creating the marketplace concept online. She outlined her insights about how eBay maintained a balance between demand and supply, and the incentives that created a micro-economy on the platform. **The Future: Social Platforms and the Marketplace Dynamic** In an era of a more democratized marketplace, larger platforms like Instagram are no longer crucial for connecting the supply chain and the demand chain since they can interact elsewhere. According to Meghana, this change will force these platforms to work harder to retain both supply and demand sides less they want to lose to new competitors. **Lessons from Snap: New Strategies Post-iOS 14** Reflecting on her time at Snap, she highlighted how Snap had to quickly develop new strategies to retain revenue after the implementation of iOS 14 took away ad revenue. Initiatives such as AR shopping were fundamental in increasing user retention and attracting advertisers. **Conclusion** Ending the conversation on a high note, Dhar stressed that innovative platforms that fill space where 'jobs are meant to be done' and offer features aligned with users' primary purposes for using them are more likely to be successful than platforms that keep on adding features. Her knowledgeable insights and unique perspectives promised substantial food for thought for both our hosts and listeners, making this episode a must-listen on DTC Pod.

🎤 Voiceover Script

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"Join us in this episode of DTC POD as we talk with Meghana Dhar. Meghana dives into how social commerce platforms are evolving, shares insights about her time at Snap and eBay, and discusses the potential pitfalls and promises of Instagram Shopping. Above all, she directs a spotlight on the importance of supporting creators, the essential 'supply' in a marketplace. Tune in to explore how these dynamics will shape the future of commerce and creator businesses."

🔘 Best Practices Guide

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In developing a robust digital platform, prioritize building a loyal, engaged community akin to eBay's model. Use thoughtful and intentional strategies, like TikTok's careful approach to shopping or Whatnot's exhaustive creator vetting process. Give due importance to supply and not just demand, as interchangeable suppliers might switch platforms. Provide features adhering to the principle of "jobs to be done," focusing on what users primarily want. Embedding non-aligned features like shopping into a photo content platform might confuse users and impact trust negatively. Instead, consider creating an entirely new platform with clear objectives. Monitor changes, like iOS 14, and their impacts on ad revenues and user behavior. Learn from Snap's example to formulate proactive strategies. Lastly, enable and monetize creators beyond traditional areas, like image space, by exploring opportunities like podcasts and businesses. This strengthens relationships with the community, promotes growth, and adds value.

🎆 Social Carousel: Do's/Don'ts

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Slide 1: "10 Social Commerce Insights from Meghana Dhar" Slide 2: "Community Support" Cater to the needs of your community before focusing on marketplace dynamics. Slide 3: "Empower Creators" Opportunities exist in enabling and monetizing creators beyond visual content. Slide 4: "Explore Social Commerce" Capture the potential of social commerce and creator companies, as seen with TikTok shops. Slide 5: "Engage User Needs" Align new features, like shopping, with user expectations to avoid friction. Slide 6: "Monitor Supply" Apply stringent creator vetting for high-quality product supply, like Whatnot does. Slide 7: "Strive for Authenticity" Work on building an authentic presence for engaging users, as Threads attempts. Slide 8: "Understand Platform Specifics" Insta's need for user credit card information may deter first-time shoppers. Slide 9: "Respect Supply Base" Reevaluate treating suppliers as interchangeable and strive to retain them. Slide 10: "Adapt to Changes" Take a page from Snap's book and develop monetization strategies beyond ads. Slide 11: "Respect The Originals" Remember pioneers like eBay's initial flywheel strategy to inspire innovation.

🎠 Social Carousel

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**Cover Slide** "10 Must-Know Insights for Social Commerce Creators" **Slide 1: Startup Leap** "Embrace risk, venture from comfort zones to innovate within the startup landscape." **Slide 2: Community Support** "Platforms need to foster genuine community ties to stay relevant and grow." **Slide 3: Social Potential** "Dive into social commerce and creator companies—they're reshaping business." **Slide 4: Beyond Images** "Explore monetization in diverse areas like podcasts, creating businesses, and merchandise." **Slide 5: Instagram's Lesson** "Instagram could enhance its role as a key player in social commerce through incremental growth." **Slide 6: TikTok Strategy** "Utilize TikTok shops to leverage trust, but stay aware of potential over-commercialization pitfalls." **Slide 7: Creator Trust** "Support your favorite brands and creators directly on their websites to maintain trust." **Slide 8: Platform Transition** "People follow creators, not platforms. Be ready to switch and engage audiences elsewhere." **Slide 9: Shopping Friction** "Integrating shopping on Instagram poses trust and user experience challenges; tread carefully." **Slide 10: Embrace eBay's Model** "eBay's focus on creator care and community connection is instructive; learn from their strategy." **Final Slide: Join the Conversation** "Is your brand ready for the social commerce evolution? Share your thoughts with us at #DTCPod." CTA: "Subscribe & Engage with DTC POD"

One Off Tweets

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Tweet 1: Jumping from big tech to startups isn't risky, it's strategic. Disruption starts where comfort zones end. Embrace change, embrace growth. Tweet 2: The social commerce wave is cresting but hasn't broken yet. Those who ride it with a focus on authentic community engagement will own the future. Tweet 3: Creators are the new entrepreneurs. Beyond images and likes, they're shaping businesses and economies with raw, unfiltered innovation. Tweet 4: Think social networks are static? Think again. The ebb and flow of platforms is a dance of creativity, with each new step an opportunity for connection. Tweet 5: Navigating TikTok's commercial labyrinth takes more than content—it’s about translating trust into transactions. Watch for those who do it right. Tweet 6: Beware the allure of shortcuts in social commerce. Easy doesn't always mean effective. The long game is about building lasting relationships with your audience. Tweet 7: Threads might just be the quiet underdog of social networks, bringing back the joy in just scrolling through thoughts and textual tapestries. Tweet 8: Remember eBay? It was the original marketplace gladiator. True power lies in nurturing a community that thrives on both giving and getting value. Tweet 9: When ads overshadow genuine content, platforms lose soul. Commerce should complement, not compromise, the user experience. Tweet 10: iOS 14 shook the ad industry, but it’s not just a challenge—it's a call to innovate. The future belongs to those who pivot with purpose.

Twitter Post 1

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Meghana discovered that tapping into niche communities can do wonders for engagement. Just like on Whatnot, diving into the world of Pokemon collectibles and live card unboxings creates a vibrant, participatory marketplace culture.

Mindsets

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As we navigate the ever-evolving landscape of social commerce and content creation, consider adopting these mindset shifts to leverage changing opportunities—the way Meghana Dhar discussed on DTC POD: 💭 Shift your perspective from passive consumption to active engagement. In the world of creator companies and social commerce, being a passive bystander isn’t enough. Engage with brands and creators by not just consuming their content but participating in their communities, providing feedback, and even collaborating. Your involvement can help shape the future of the platforms you love. 💭 Embrace the iterative approach to innovation. Like the cautious optimism Meghana shows towards TikTok's foray into shopping, it's crucial to understand that not all rollouts will be perfect from the start. By adopting this patient, iterative mindset, you can better appreciate the process of improvement and contribute to the development of these novel experiences. 💭 Prioritize authentic connection over convenience. As Meghana points out, platforms like Instagram and Whatnot are exploring different avenues to engage users. Understand that true community isn't built overnight through high-tech features—it's cultivated through consistent, genuine interactions. Whether you're a creator or consumer, choose platforms that resonate with your values and allow for meaningful connections, even if they might not be the most prominent or convenient. To delve deeper into these insights and how they can apply to your journey with social commerce and beyond, tune in to Meghana Dhar's episode on DTC POD hosted by Blaine Bolus and Ramon Berrios. Their conversations might just spark the next big shift in your approach to digital spaces and creator engagement. 🎙️✨

Tactics

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Ready to dial-up your business approach and give your strategy a dose of innovation? Meghana Dhar, previous Global Head of Partnerships at Snap and former Head of Partnerships for Instagram Shopping, shared some stellar insights on the latest DTC Pod episode. Here are five non-obvious tactics and strategies distilled from the conversation that can push your business forward: 🛒 Embrace Community-Driven Commerce: Take a page out of Whatnot’s playbook and focus on niche, engaged communities. Whether it's Pokémon collectibles or rare sneakers, encouraging live interactions like unboxings can spur excitement and drive sales. Create a space for your customers to connect and share passions, fostering loyalty and repeat engagement. 🚀 Be Intentional with Supply Dynamics: Instead of treating your suppliers as replaceable, cultivate them. eBay understood the power of a tight-knit seller community. Your suppliers can be advocates for your brand. Implement exhaustive vetting, incentivize sellers, and listen to their feedback. This approach can differentiate your platform from competitors and ensure a consistent, quality supply. 🎯 Enhance Customer Connection Without Growth Hacking: Rather than relying on short-term growth hacking strategies, build genuine connections. Tools like threads can offer a more satisfying, scrollable experience for text-based communities. Engage users authentically; a frictionless onboarding process should not substitute real value and community trust. 🛍️ Align Product Offerings with Customer Needs: Be cautious of feature overload — ask if shopping capabilities on platforms like Instagram align with what users "hire" the platform to do. As Meghana suggests, consider the jobs-to-be-done framework to ensure every addition to your platform or service fills a direct need for your user, avoiding confusion and maintaining platform integrity. 🧮 Navigate Post-iOS 14 Advertising with Creativity: With ad dynamics shifting and data privacy taking center stage, explore alternate revenue channels. Use Snap’s pivot towards AR shopping as inspiration to keep users engaged and advertisers interested. Diversify your monetization strategies to buffer against market changes that can potentially disrupt your main revenue streams. Each of these strategies offers a nuanced approach to improving your business from a different angle, taking the wisdom of industry experts and applying it in practical, innovative ways. Keep these tactics in your arsenal and you’ll be well-equipped to adapt and thrive in today’s dynamic marketplace. And don't forget to tune in to DTC Pod for more insights that can help you drive your business forward.

In Depth Thread

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Overrated: Traditional E-commerce Strategies. Many businesses believe their online storefront needs flashy features and complex algorithms to succeed. Underrated: Community-Driven Commerce. Here's the exact blueprint I followed to nurture a die-hard community that turned a new social commerce startup into a thriving hub. The Personal Touch Rule Just like in a local mom-and-pop shop, the personal touch matters. Establish: 1. Community Guidelines 2. Regular Engagement Activities 3. Exclusive Offers for Loyal Customers 4. Feedback & Co-Creation Opportunities 5. Highlight Success Stories and User Testimonials Niche Market Breakdown Avoid drowning in the sea of general e-commerce. Nail down your niche with: 1. The specific community you serve now 2. How your community's needs will evolve 3. Why they trust your platform 4. Your unique value proposition within this niche 5. Growth projections for the niche over the next decade Community Creed Your mission statement should be crystal clear. E.g.: “Our platform: ‘Empowering creators to forge closer connections and craft their economic success through social commerce.’” Own the Narrative Forge and adopt terminology that resonates with your community. For us, it’s “Creator Economy” and “Social Selling.” Define these terms and shape how they're understood. User Journey Highlight the seamless transition from community engagement to checkout. Simplify the process visibly. Marketplace Manifesto Lay out the terms of how creators and users interact on your marketplace. No hidden conditions – clear, concise expectations make for a trustworthy environment. Visual Validation Charts and infographics showcasing community growth, user engagement rates, and real-world success stories. Design legal disclaimers properly; they matter here too. Cultural Champions Introduce the faces behind the marketplace, the real people who foster the community spirit. Credentials and charisma are your currency. And for emerging platforms seeking a breakthrough... Show Off the Ecosystem Maybe you don’t have massive sales figures yet, but you have a close-knit community and a robust engagement system. Show your potential by turning the spotlight on the community you’ve built and the processes that nurture it. We talk about 3Cs: • Community, culture, and commerce • Connection, creation, and conversion Bullet-point these like they're the non-negotiables of your business proposal.

New Idea

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Idea #1: The Reckoning of Current Platforms The conversation with Meghana Dhar brought to light the notion that many existing social platforms may face an upcoming reckoning due to inadequate support of their communities. This claim is substantiated by the following pieces of evidence from the dialogue: 1. The Shift in Content Creation Spaces: Dhar highlighted that despite big tech's dominance, newer spaces for creativity and commerce, particularly those supporting podcast creators and merchandising, are expanding rapidly. This indicates a gap in the market not currently filled by incumbent platforms, signaling a potential shift in creator allegiance. 2. The Discontent with Social Commerce Execution: Meghana expressed a critical view of Instagram's approach to social commerce, suggesting that they rushed for revenue and did not allow time for organic development. This critique suggests that users and creators might feel underserved by the platform's strategy, leaving room for competitors to arise. 3. The Interest in Diverse Social Networks: Dhar's growing interest in emerging social networks and her activity of following creators across platforms is evidence of a broader user trend. This behavior reflects a search for alternative platforms that provide a more supportive environment for interacting with content and communities, underscoring the idea that the current social media giants might need to re-evaluate their role in the creator economy to avoid a reckoning.

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