What Zepto knows about Content that you Don't

Hey Beyonder!

I'd been seeing people share photos of grocery bag covers on social media.

Honestly, I prefer going out and getting things myself.

But on a random Tuesday, I placed a Zepto order.

When the delivery arrived, I immediately understood the hype.

This wasn't your typical brown paper bag with logos slapped on.

Playful doodles covered the entire surface. Tiny cartoons of people cooking disasters, frantically searching for keys, celebrating festivals across India.

Then I spotted a QR code.

One scan later, those flat doodles came alive on my phone screen. Dancing. Moving. Telling animated stories through AR.

I stared at a grocery bag for 5 minutes straight.

When's the last time your content made someone do that?

😴 The Problem: Boring Content Packaging

Most grocery bags: Plain brown paper. Maybe a logo. Instantly forgettable.

Most creators do this too:

  • Generic thumbnails that blend into feeds

  • Bio sections that sound like everyone else

  • Email subjects that scream "delete me"

  • Content consumed once, then forgotten

Reality check: If your thumbnail could belong to any creator in your niche, you have a packaging problem.

✨ The Solution: Make Your Packaging Tell Stories

Zepto turned throwaway bags into shareable experiences.

The result? Customers post photos of the BAGS, not the groceries inside.

Regular packaging became free marketing agents working in offices, coffee shops, and homes.

🔍 Why This Works (5 Key Strategies)

1. Kill the "Coffin Mindset"

Most creators: "My thumbnail shows the topic."

 Smart creators: "My thumbnail starts a relationship."

Pro Tip: Your packaging should make people curious about YOU, not just your information.

2. The Mirror Effect

Those doodles showed universal experiences: cooking fails, losing keys, being human.

People saw themselves in the cartoons.

For creators: Reflect your audience's daily struggles, not just your expertise.

3. The Surprise Element

QR codes that bring flat art to life? Nobody expected that.

For creators: Always include one unexpected element that makes people think "I wasn't expecting that."

4. Shareability Built-In

Anyone who sees a Zepto bag wants to scan it too.

For creators: Create content viewers want to share with specific people in their life.

5. Multiple Touchpoints

One bag = endless interactions across different spaces.

For creators: Design content that keeps working after someone scrolls past.

🎯 Your Action Plan

This Week's Challenge:

The 3-Step Fix:

Step 1: What does it currently do? (Usually: explains or informs)

Step 2: Apply the framework:

  • Mirror: What daily struggle can you reflect?

  • Surprise: What unexpected element can you add?

  • Share: Why would someone screenshot this?

Step 3: Test for one week. Measure engagement.

Reply with your before/after transformation. I read every response!

The best creators don't package content—they package experiences.

Keep creating,

Epaphra

P.S. Your competition makes boring brown bags. You can make people stare for 5 minutes. Which will you choose?