The Content Lens
Aditi KhandelwalI study what makes brands win on social media — and write it all down here.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 10 | Founded | 7 months ago | Last Issue | 7 days ago |
| Active | |||||
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thecontentlens.substack.comLatest Issues
There Is No Such Thing As A Boring Product. Only Boring Positioning.
A founder called me last week, quietly panicking. His client makes switches and fans and doorbells, the kind of products you only notice when one of them breaks. He kept asking the same thing: “What content can we possibly make for this?”...
Why Everyone’s Ignoring India Right Now (And Why That Might Be Good News)
Hey there 👋
So HDFC Mutual Fund put out a report last week. It’s got a boring title and a bunch of charts with numbers like “CAGR” and “MSCI” in them. If you saw it, you probably closed the tab in 5 seconds. Fair enough.
But the actual i...
The VC Content Problem Nobody Is Talking About
Many VCs are pouring time into long-form founder stories — hour-long episodes, beautifully shot, thoughtfully edited.
And I get it. Founder journeys are inspiring. But here’s the uncomfortable truth: the founders you actually want to reach...
Why the World’s Best Brands Don’t Sell Products
Red Bull spends roughly ₹34,500 crore on marketing every year.
And almost none of it is about the drink.
No taste comparisons.
No “best energy drink” claims.
No celebrity holding a can and smiling at a camera.
If you’ve ever scrolled t...
The YouTube Myth Nobody Talks About
Everyone in the creator space says the same thing:
“Boost your Average View Duration. More watch time = more reach.”
And they’re not wrong. But they’re not entirely right either.
I’ve seen videos with sky-high AVD completely tank. And I’...
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The writers behind this newsletter.
Organic content for founders and marketers who don’t want to act cringe for reach. Here, I break down content through a brand lens.
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