Contra - A professional network for the jobs and skills of the futureIf a brand hired me tomorrow, I wouldn’t start creating content. I’d start with research. *And ye...
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Kateryna's avatar
Kateryna Saiapina
• 1d
If a brand hired me tomorrow, I wouldn’t start creating content. I’d start with research. *And yes, initially, it’s not about writing three main hooks at all. Before I write a single hook or film a single shot, I want to understand the brand.
I’d start with 3 simple questions:
1. Who is your target audience? Who are we actually creating this content for?
2. What problem does your product solve? Not just “what does it do?”, but why would someone care?
3. Who are your main competitors? I always research competitors to understand what’s already being said, what’s missing, and where we can create a different angle.
Then I look at the product itself:
→ What is the biggest pain point? → What makes this product different? → What objections might a customer have? → What features are actually worth talking about? → What can we turn into a story, hook or visual?
Because I don’t believe in creating content just because a brand needs “another Reel”.
The content needs a reason to exist.
For example, when I created content for Pacha, I looked at the product from a cat owner's perspective.
The real problems weren't simply “cat litter”.
They were:
😩 Odor 😩 Constant cleaning 😩 Litter sticking to paws 😩 Running out of litter and having to buy more
So instead of simply showing the product, I could build content around the solutions:
Angle 1 — “What if you didn't have to clean the litter box for 30 days?”
Start with the pain point → introduce Pacha → demonstrate how it works → show the result.
Angle 2 — “Things cat owners are tired of dealing with.”
Odor. Mess. Litter everywhere. Constant cleaning. Then introduce Pacha as the solution.
Angle 3 — “Your cat's litter can tell you more than you think.”
Use the health-tracking feature as the unexpected hook and turn a product feature into something people actually want to learn about.
And then there are the additional selling points:
→ subscription & delivery straight to your door → no unpleasant odor → doesn't stick to paws → up to 30 days without changing the litter → health-tracking feature
That's how I approach content.
First, I understand the person. Then the problem.Then the product. Then I find the story.
Because the best content doesn't just show people what a product is. It shows them why they need it.
Before I create, I ask myself: What would make me stop scrolling? What would make me trust this product? What would make me think, “I actually need this”? And if you’re a brand with a product that needs a fresh creative angle: I’d love to hear what you’re working on.
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Michael's avatar
Michael Chumak
• 1d
100%! "The problem is the story" is the golden rule of high-converting content. Diving into real pain points before shooting a single frame makes all the difference. Brilliant breakdown of the Pacha case study! 🐾🎯
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