Subscribe
Share
Share
Embed
Good morning.
The Daily Trend Report. Every weekday morning, giovanni gallucci and a rotating cohost (Chloe Dawn on clean label food and beverage, plus Rachel Donovan or Alexis Parker on social media) synthesize the day's cross-LLM trend reports into three operator stories: social media, clean label food and beverage, and content, social, and AI. Tight, specific, no filler. For owners, founders, marketing leads, and operators in clean-label CPG.
.
.
.
| ai-assisted content
alexis parker: Good morning. This is Alexis Parker, sitting in with giovanni gallucci and Chloe Dawn, and this is the Daily Trend Report.
giovanni gallucci: Morning, Alexis. You sound like you've already been outside.
alexis parker: Walked Ruby before the light got mean and shot half a roll coming back.
chloe dawn: I saw you from the balcony. I was parked on Highland with the windows down, waiting on a jacket to stop being wrinkled.
giovanni gallucci: All right. Today, a platform number that says unedited video is doing the selling now, the store brand beating the brands on the shelf it rents you, and one football can that tells you when to hand somebody a thing.
alexis parker: Ninety-four percent. That is how much of TikTok Shop's US luxury resale revenue this year has come from livestreams. Travis pulled it out of Digiday and Modern Retail yesterday, and TikTok said it out loud at its first Luxury Resale Summit in New York.
giovanni gallucci: Ninety-four isn't a majority. Ninety-four is the whole business with a rounding error hanging off it.
alexis parker: And the category's gross merchandise value is up four hundred percent year over year, so it's not a big slice of something small and dying. It's a big slice of the thing growing fastest in the building.
chloe dawn: What's moving? Bags?
alexis parker: Resale luxury. Bags, watches, the stuff where the buyer's actual question is whether it's real.
giovanni gallucci: Here's where everybody's going to take the wrong thing home. The headline people will repeat today is "live shopping finally arrived, go start a livestream." That's the dumb version, and if you run at it that way you'll book an hour, put on a nice shirt, read some bullet points and sell four jars.
chloe dawn: So what's the right read?
giovanni gallucci: The format isn't the point. The absence of editing is the point. On a high-consideration buy, the customer's real question is whether the thing is what you say it is, and there is no edit that answers that. Somebody holding it, turning it over, and taking a question they didn't screen answers it.
alexis parker: The setup underneath it backs that up. Luxury resale on TikTok Shop runs invite only, and sellers have to work with one of five named authentication partners. Entrupy, Legitmark, CheckCheck, Legit App, Real Authentication. They built the verification layer first, then let live video sell on top of it.
giovanni gallucci: That's the order that matters. They put the proof underneath and the personality on top. Most brands do it exactly backwards, and then wonder why a beautiful video moves nothing.
chloe dawn: I'd also point out who this is good for. That is a format a person with one table and one item can win at. You can't get forty unedited minutes of somebody handling a product through a corporate review cycle. Legal would still be arguing about minute six.
giovanni gallucci: Right, and that's the part I'd underline for anybody in food and beverage listening. Polish used to be the signal that you were a real company. Now polish is the cheapest thing in the room. Anybody can generate a glossy fifteen seconds before lunch. What can't be faked is somebody standing there with the jar, answering the question about the price with the jar in their hand.
alexis parker: How would you pick the product? Not everything deserves forty minutes.
giovanni gallucci: Pick the one people hesitate on. Every brand's got it. The nine dollar jar, the case subscription, the thing where the comments say some version of "is it actually worth it." That hesitation is the whole reason to go live. Open it on camera. Cook with it. Let somebody ask why it's three dollars more than the one next to it and answer that out loud instead of writing a caption about quality.
chloe dawn: And don't script it.
giovanni gallucci: Don't script it, and don't do the home shopping voice. The second you sound like a segment, you've turned yourself back into an ad, and an ad is the thing they were trying to get around by watching you live in the first place.
chloe dawn: And the lighting doesn't have to be good. I say that as somebody who has relit a kitchen counter three times for a photo of a can.
giovanni gallucci: The lighting has to be honest, that's all. A window and a clean counter will carry you. The failure I see isn't ugly footage, it's a person going live and then performing for forty minutes instead of working. Do the thing you'd be doing anyway and let people watch you do it.
alexis parker: The other thing nobody does is keep the tape. There's a month of short form inside one long unedited session, and it's already shot.
giovanni gallucci: It's already shot, and it's honest footage, which is getting expensive. Out here a fella with a folding table and a good handshake has been outselling the catalog for about a hundred years. The camera just caught up.
giovanni gallucci: Three things you can do with that today.
giovanni gallucci: One. Take the one product people hesitate on and go live with it for thirty unscripted minutes this week. Track questions answered and sales per minute, not views.
chloe dawn: Two. Pull the three questions your comments keep asking and answer them on camera with the product in your hands, uncut, including the one about price.
alexis parker: Three. Keep the replay and cut next week's short form out of it. One live session is a month of posts you already made.
chloe dawn: Kroger reported second quarter results this week, and the line I keep chewing on is that its own brands outgrew the national brands again. Private label penetration went up about half a point in the quarter, and Private Selection, the premium tier, grew more than fourteen percent. That's Food Dive and Grocery Dive, Wednesday. Travis had the numbers.
giovanni gallucci: Fourteen percent on the premium tier is the number. The cheap tier growing is an old story, that happens every time money gets tight.
chloe dawn: Greg Foran, the CEO, said people want "anything that is answering a customer's question around value," and described shoppers as disciplined.
giovanni gallucci: Disciplined is a polite word for people standing in the aisle doing math on their phone.
alexis parker: Is the premium store brand a different animal than the generic?
giovanni gallucci: Completely. Discount private label competes with you on price and you can live with that, because the person buying the cheapest thing on the shelf was never going to be your customer. Premium private label competes with you on the reason. Same ingredient language, nicer package, two dollars less, sitting on the shelf you're paying to be on.
chloe dawn: And they're reading your numbers to build it. Your velocity is the research department. You do the work of proving the category, and the landlord opens up next door with a cheaper version of your idea.
giovanni gallucci: That's the arrangement. Nobody should be surprised by it, and nobody should be polite about it either. The dumbest response, which I hear constantly, is "people are broke, drop your price." Look at the actual number. The premium tier is what's growing fourteen percent. People are still paying up. They just want to know what for.
alexis parker: So what is a small brand supposed to do that a house brand can't copy?
giovanni gallucci: Answer a question. Out loud, with a person attached to it. The house brand has no mouth. It cannot go on camera, it cannot get a story approved by Thursday, and it will never explain its own cost to anybody. It's a set of specs in a nice box.
chloe dawn: I'd add that the store brand is also fluent in badge language now. Clean, simple, short panel, all of it. So a badge war against them is a war you lose on price.
giovanni gallucci: Which is why I wouldn't fight it on claims at all. I'd fight it on arithmetic, in public, on a schedule. Run a numbered series. Episode twelve, here's why this costs more than the one beside it. Sixty seconds, one cost at a time, same day every week.
alexis parker: One cost per episode? That's slow.
giovanni gallucci: It's supposed to be slow. Slow is the format. If you dump the whole thing into one video it reads as a defense, and a defense sounds guilty. One line a week reads as a person who actually knows what they're making. This week it's the vanilla. Next week it's what the small run costs you at the co-packer. Week after that it's why the case pack is what it is. It's the least glamorous content you'll ever make, and it's the only content the store brand structurally cannot answer.
chloe dawn: And it gives people language. Somebody standing in that aisle doing the math is looking for a sentence to justify the two dollars.
giovanni gallucci: Hand them the sentence. That's the whole job. They're not buying your ingredient panel, they're buying the ability to explain the purchase to themselves, and to whoever unpacks the grocery bag with them.
alexis parker: Does it work if you're not the one who made it? Say you're the person running the account, not the founder.
giovanni gallucci: Better, usually. You get to ask the question the customer would ask and hand it to whoever does know, on camera, and now somebody in the frame is allowed to not know something. That reads truer than one person explaining their own product for the ninetieth time.
chloe dawn: Fourteen percent says they'll pay it.
giovanni gallucci: Fourteen percent says they'll pay it when somebody gives them a reason. Nobody has ever been talked into anything by a shelf.
giovanni gallucci: Three moves before we get out of this one.
chloe dawn: One. Start the numbered series this week. Sixty seconds, one cost line, same slot every week, and put the episode number in the first frame so it reads as a run and not a one-off.
alexis parker: Two. Go read the questions under the store brand's own posts and answer the top one on your channel, by name, today. That house brand is never going to reply to it.
giovanni gallucci: Three. Say one real number out loud this month. What the vanilla costs, what the short run costs. Specific beats premium every single time.
giovanni gallucci: Eddie flagged one from yesterday that's worth more than it looks. Pepsi did a commemorative can for the Bills' first regular season opener at the new Highmark Stadium. Josh Allen's signature on it, "Believe" on it, free pregame party outside the gates with Wegmans food. Standard stuff so far.
alexis parker: I'm waiting for the part that isn't standard.
giovanni gallucci: They handed cans to people on the way out. After the game.
chloe dawn: Not just going in?
giovanni gallucci: Going in, everybody does. You walk into any event in America and somebody puts something in your hand before you've had a feeling about anything. So you've got a can, a koozie and a sample, and you've got no story. That stuff goes in a trash can by the second quarter.
alexis parker: And on the way out you've got three hours of something attached to it.
giovanni gallucci: You've got the whole day attached to it. And whatever happened in that stadium, the object is now a souvenir of a real afternoon instead of a handout. The photo happens later, on the couch, which is exactly when people post.
alexis parker: There's a demand signal on it too. Google Trends had "highmark stadium" running at five hundred plus searches that day.
giovanni gallucci: Which tells you the giveaway landed inside a live spike instead of trying to make one. Now here's the part I don't want anybody to take wrong, because the dumb version of this story is "do merch, do a limited edition." A limited edition on your website is inventory. You're hoping somebody buys the privilege of advertising for you. That is not what happened here.
chloe dawn: The difference is it's free and it's timed.
giovanni gallucci: Free, timed, and tied to a specific day in a specific place. A regional can travels because the fans do the distribution for free. Nobody on this earth has ever photographed a national can.
alexis parker: Coach did a version of it this week too, with the Spotify hangtag on that campus tour. Physical object, scannable code, and the object outlives the event.
giovanni gallucci: Same mechanic, different budget, and that's the good news. Because the small operator version of this costs card stock. If you're at a farmers market, you've been handing out samples at the front of the table for years. Move it. Last twenty minutes of the market, when somebody's walking away with a full bag and a good mood, hand them a card with the date and the town printed on it. Not a coupon. A coupon is an ad with an expiration date and everybody knows it.
chloe dawn: What goes on the card, then?
giovanni gallucci: The date, the place, and one true line. "Marfa, September twentieth, we sold out of the green by ten." That's a thing somebody sticks on a refrigerator. A discount code is a thing somebody loses in a pocket.
alexis parker: The object is doing the posting.
giovanni gallucci: The object is doing the posting, and the timing is doing the work everybody skips. Two ways to blow it. First, you turn the object into an ad, and it dies on the walk to the parking lot. Second, you hand it out at the front of the thing, before anybody has any reason to care, which is what nearly everybody does because it's easier to staff.
chloe dawn: Easier to staff is how most bad content decisions get made.
giovanni gallucci: Every time. The moment you want is the one where somebody already feels something, so be standing there when it ends instead of when it starts.
chloe dawn: What about brands that don't have an event at all? Most of the people listening aren't throwing a party outside a stadium.
giovanni gallucci: Then your exit is the box. The last thing somebody touches before your product is whatever sits on top of the packing material, and for most brands that slot is empty or it's a printed thank-you, which is nothing. Put the date you packed it and the name of who packed it on a card and drop it in. Costs a nickel, and people photograph it.
alexis parker: The unboxing video makes itself.
giovanni gallucci: The unboxing video makes itself, and you didn't have to ask anybody to make it, which is the only kind of request that works anymore.
alexis parker: That's the whole note. Be at the exit.
giovanni gallucci: Be at the exit. Last three, and then we're out.
giovanni gallucci: One. Make one object you hand to a person instead of one more post. Date on it, town on it, printed cheap.
alexis parker: Two. Move your giveaway to the end of the event instead of the front. Same cost, and people leave with a story stuck to it.
chloe dawn: Three. Put one true line on it rather than a discount. A thing worth keeping in a drawer gets photographed. A code does not.
giovanni gallucci: That's the show. If you're running a food or beverage brand and you know exactly what you ought to be posting, but the footage keeps sitting in a folder because there's nobody to shoot it, that's the part I do. Short form video, photography, carousels, the whole stack, made for the feed instead of cut down from a commercial. Fifteen plus years of it, all in food and beverage. Find me at gallucci dot net, or DM at gallucciNET on Instagram or LinkedIn. Go make something today.