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How Expert-Led Content Is Rebuilding Brand Trust - with The Desire Company's Eric Sheinkop
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What if you could swap out your influencer campaign…for a NASA astronaut?
This week on Beyond the Shelf, Eric Sheinkop, CEO of The Desire Company, breaks down why expert-led content is outperforming traditional UGC and influencer videos—and how his team built a community of world-class experts to power high-converting content across Target, Sam’s Club, Best Buy, Amazon, and more.
We get into:
- Why shoppers are craving real expertise at the point of purchase
- How expert-led videos improve conversion—and build trust
- What makes PDP video different from social or UGC
- How neuroscience and FTC compliance factor into Desire’s content process
- The ROI of going video-first—and how brands can scale without burning out
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Theme music: "Happy" by Mixaud
Producer: Jake Musiker
87 episodes
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