DTC Podcast Episode 530: Copy Pilothouse's Creative System for Q4 Scale
Release Date: August 1, 2025
Host/Author: DTC Newsletter and Podcast
Guests: Jacob and Aves from Pilothouse
Introduction to Q4 Scaling and Content Systems
In Episode 530 of the DTC Podcast, hosts Eric and Jacob engage in a deep dive with Aves and Jacob from Pilothouse to explore effective creative systems tailored for scaling Direct-to-Consumer (DTC) brands during the critical Q4 period. The conversation underscores the urgency and strategic planning required to maximize growth and combat rising traffic costs as the year-end approaches.
Aves opens the discussion by emphasizing the importance of early preparation:
“It's a really important time to start thinking about the systems that you have in place for both sourcing content to be the catalyst to scale over Q4.”
— Aves [00:00]
Jacob echoes this sentiment, highlighting the escalating costs of traffic:
“Now's the great time to stock that pond. Traffic is going to get more and more expensive. So if you can develop better and better creative, maybe you can combat that traffic cost as you get to Q4.”
— Jacob [00:09]
The Dominance of Video Content
A significant portion of the podcast centers on the pivotal role of video content in driving growth, particularly on platforms like Meta. Aves and Jacob elaborate on why video has become essential for standing out in crowded markets, especially when targeting cold traffic.
Aves shares a personal anecdote about leveraging new platforms with video-driven strategies:
“I really got dunked on because I was working with a brand and we went from spending nothing on Applovin to like well over six figures. And most of these new platforms that pop up and can really help you scale in Q4 are going to be video driven.”
— Aves [04:20]
Jacob adds that approximately 80% of their brands utilize video for cold traffic, citing its effectiveness in capturing attention:
“80% of our brands are being dominated by video on like the cold traffic side. You need to stand out. It's not only that you need video, but you need that hook, that first second.”
— Jacob [00:25]
Types of Video Content: CGC, UGC, and EGC
The discussion delves into the three primary types of video content: Creator Generated Content (CGC), User Generated Content (UGC), and Employee Generated Content (EGC), each serving distinct purposes in a comprehensive content strategy.
1. Creator Generated Content (CGC):
Aves defines CGC as professionally crafted videos by paid creators who understand how to portray products compellingly:
“CGC is like what we all know is creator content. So that's really classic video style content. ... their job is content creator most of the time, so they know how to create good content.”
— Aves [05:45]
2. User Generated Content (UGC):
UGC is authentic content created by actual users of the product, offering genuine social proof:
“User generated content should truly be from a user, in my opinion. ... it means something different these days than creator generated content.”
— Aves [08:14]
3. Employee Generated Content (EGC):
EGC involves content produced by employees, showcasing their genuine interaction with the product and enhancing brand transparency:
“Employee generated content is so like important, especially this year. ... it's sort of like UGC where it's like if somebody likes their workplace so much that they're willing to like act a fool about it on the Internet.”
— Aves [10:17]
Sourcing and Managing Content Creators
A critical aspect of maintaining a robust video content pipeline is effectively sourcing and managing content creators. Aves explains Pilothouse’s systematic approach:
“If you think about, is it Carl's Jr they've always got the burger ads with like some supermodel at the time. ... instead of saying, okay, you know, we make this product, young women in their 20s, they buy it, let's get a bunch of those.”
— Aves [06:05]
Jacob emphasizes understanding what the target audience wants to see, rather than merely replicating the audience's demographics:
“It's like what is my target audience to what you said, but it's like what do they want to see? And it's not always more of themselves.”
— Jacob [07:28]
Employee Generated Content (EGC): Beyond Authenticity
The conversation highlights the expansive reach and authenticity that EGC can provide. Aves notes the massive impressions EGC can achieve:
“How many impressions? Billions, tens of millions.”
— Aves [10:20]
EGC is praised for its genuine representation and the added social proof it brings, making it a powerful tool for brands looking to foster trust and loyalty.
“Having really good UGC is really helpful.”
— Aves [09:35]
Static Imagery's Role in Q4 Campaigns
While video content dominates, Aves and Jacob discuss the continued importance of static imagery, especially in the retargeting phase and during Q4's unique shopping behaviors. Static images are effective for conveying promotional messages and providing quick, visually appealing information that resonates during high-intent shopping periods.
Aves provides strategic tips for static content:
“Set yourself up to be like agile during Q4. So if you have these pieces of photography that you've designed around, being able to slap some copy on top of them, if you have to change your promo, it's really easy to change that.”
— Aves [16:00]
Testing and Iterating Creative Assets
Effective testing and iteration are crucial for maintaining creative freshness and performance. Jacob outlines a system that continually evolves based on performance data:
“Your system is going to get more and more efficient because like as you're doing all this stuff, you're not just revisiting ground zero every time. It's like it's layer on layer of learnings too.”
— Jacob [17:59]
Aves adds strategies for refreshing high-performing ads to prevent creative fatigue:
“What really counts is that first three seconds. ... I start playing around with the voiceover. And I find that a lot of the times, like, those small changes do make a big difference.”
— Aves [20:08]
Conclusion and Future Topics
The episode wraps up with a preview of future discussions, including more technical aspects of testing and scaling creative assets. The hosts encourage listeners to subscribe for more insights and consider collaborating with Pilothouse for their creative needs.
“Maybe in a future one, we could maybe dive a little deeper on the technical side of... how do we test it? How do we scale with it? How do we retarget with it?”
— Eric [21:48]
Key Takeaways:
- Early Preparation: Begin strategizing and sourcing content well in advance of Q4 to ensure a steady flow of high-quality creative assets.
- Video Dominance: Leverage video content across all major platforms, focusing on strong hooks in the first few seconds to capture attention.
- Diverse Content Types: Utilize CGC, UGC, and EGC to create a multifaceted and authentic content strategy.
- Systematic Sourcing: Implement structured processes for finding and managing content creators who can effectively convey brand messages.
- Static Imagery: Continue using static images for retargeting and promotions, ensuring adaptability and quick modification during high-demand periods.
- Continuous Testing: Develop robust testing systems to iterate on creative assets, ensuring ongoing performance and relevance.
For more detailed tactical insights, subscribe to the DTC newsletter at directtoconsumer.co and explore Pilothouse’s offerings at Pilothouse.co.
This summary encapsulates the rich discussions and expert insights shared in Episode 530 of the DTC Podcast, providing valuable strategies for DTC brands aiming to scale effectively during Q4.