Oct 19, 2026 · 28 min · 12 segments
What does it take to build a media brand that audiences genuinely connect with, and what can marketers learn from a company that has made humor, honesty, and cultural relevance its calling cards? On…
Matt SchecknerHost
And what is it, do you think, about Betches approach to humor, honesty, and I think above all of that, cultural commentary-
... that creates such a strong connection with your audience? How do you protect that identity as the business grows?
It's the kind of central North Star, I would say, of our business, especially as we grow in scale, and I think it's about putting the humanness of it all first.
You know, and thinking about us as the audience, when you're hanging out with your friends, when you're texting with them, how are you talking to them? You're speaking honestly.
Um, you're making each other laugh, and you're also toggling really seamlessly between personal conversation and, uh, cultural commentary.
You know, like one minute with my friends we're talking about very personal topics.
You know, the shared experience of what to do with your clothes when you fold them up when you're at the gynecologist office.
And then immediately we shift to what we're watching and the latest show that's gone viral that everyone's talking about.
Um, and so I think being able to mirror that back in our content is, is really important in how we maintain that connection because it really is about putting the audience first and understanding that we talk the way they talk.
We're a reflection of what they're already saying, and I think that's really important.
I think also there's this funny phenomenon that I've noticed in myself and colleagues, especially when I started in my career, where the minute you start to create content, you disassociate, and you go into this kind of like, boop-boop, content creation mode.
And I think when you can force yourself to keep yourself personally in the content, the content is gonna be so much stronger.
It's gonna be more relatable, and it's really about keeping your own humanity in it, too, because again, that's gonna be the theme of everything we talk about.
I think it's really the paradigm shift of human first, audience first, and that's what informs the content.
And to your point, that becomes even more important as we scale because I think it's really easy as you scale and grow to lose that, to lose yourself and to just become a content factory.
I think the most important thing is to always stop, pause, and take a step back and actually ask the real question, "Is this funny? Do I like this? Would I, if I consumed this, would I care? Is this speaking to a real, uh, truth and lived experience that I'm having?" And if the answer is no, then we have to go back to the drawing board.
And what is it, do you think, about Betches approach to humor, honesty, and I think above all of that, cultural commentary-
... that creates such a strong connection with your audience? How do you protect that identity as the business grows?
It's the kind of central North Star, I would say, of our business, especially as we grow in scale, and I think it's about putting the humanness of it all first.
You know, and thinking about us as the audience, when you're hanging out with your friends, when you're texting with them, how are you talking to them? You're speaking honestly.
Um, you're making each other laugh, and you're also toggling really seamlessly between personal conversation and, uh, cultural commentary.
You know, like one minute with my friends we're talking about very personal topics.
You know, the shared experience of what to do with your clothes when you fold them up when you're at the gynecologist office.
And then immediately we shift to what we're watching and the latest show that's gone viral that everyone's talking about.
Um, and so I think being able to mirror that back in our content is, is really important in how we maintain that connection because it really is about putting the audience first and understanding that we talk the way they talk.
We're a reflection of what they're already saying, and I think that's really important.
I think also there's this funny phenomenon that I've noticed in myself and colleagues, especially when I started in my career, where the minute you start to create content, you disassociate, and you go into this kind of like, boop-boop, content creation mode.
And I think when you can force yourself to keep yourself personally in the content, the content is gonna be so much stronger.
It's gonna be more relatable, and it's really about keeping your own humanity in it, too, because again, that's gonna be the theme of everything we talk about.
I think it's really the paradigm shift of human first, audience first, and that's what informs the content.
And to your point, that becomes even more important as we scale because I think it's really easy as you scale and grow to lose that, to lose yourself and to just become a content factory.
I think the most important thing is to always stop, pause, and take a step back and actually ask the real question, "Is this funny? Do I like this? Would I, if I consumed this, would I care? Is this speaking to a real, uh, truth and lived experience that I'm having?" And if the answer is no, then we have to go back to the drawing board.
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