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Tariff Updates, Aviron’s $25M Strategy, and the ASMR Engagement Boost
Good morning,
Here’s what you’ll find in today’s DTC:
📦 Daily Tariff Update
What’s new in tariffs, overhead cuts poll, and ad spend poll results.
💡 Inside Aviron’s $25M Journey
Gamified fitness, B2B pivots, and building a hardware-software DTC machine.
⏱️ ASMR Videos = Increased Engagement
ASMR videos aren’t just oddly satisfying
You’re reading this newsletter along with new subscribers from: Drink Oshun, Adaptavist, and Milk Bar. 👋
⚔️ Margins Are Tightening. Your Strategy Should Be Sharper
For DTC brands, the stakes just got higher.
But this isn’t a time to panic. It’s a time to pivot with a partner who knows how to navigate uncertainty and drive results.
Pilothouse, DTC Newsletter’s sister company, takes a no-excuses approach:
Markets change. Challenges come. Results still need to happen.
We’re helping brands:
✅ Protect margins
✅ Improve marketing efficiency
✅ Come out stronger
We’re building custom strategies that move fast and adapt faster, because every brand’s path is different.
Brands like Benchmade, Meyer Corp, Four Sigmatic, Selkirk, and Big Blanket trust us when performance matters most.
We’ve got a few spaces open for brands looking for a partner to help them navigate these changes.
Margins don’t wait. Neither should you. Let’s talk.
Yesterday, we asked how brands were approaching ad spend amidst the tariff changes. Here’s how your fellow DTC readers responded:
Today’s poll question: If your brand is impacted by the tariffs, where will you have to make cuts?
Check back in tomorrow for the results!
❓ Have any specific questions you want us to ask re: tariffs? Respond to this email and send them our way.
📦 Your Daily Tariff Check-In
Whether it’s a minor tweak or a major shift, we’ll keep you posted on the latest tariff changes—so you’re always in the know.
April 8, 2025 update:
President Donald Trump is escalating tariffs on Chinese imports to 104%, effective today, as announced by White House Press Secretary Karoline Leavitt.
This sharp increase includes a new 50% hike in response to China's retaliatory tariffs.
The administration is also setting higher tariffs for other countries and the EU.
Other Key Highlights:
We’ll be back tomorrow with a quick, reliable update from DTC Newsletter, delivered daily.
🎧 Inside Aviron’s $25M Journey: Gamified Fitness, B2B Pivots, and Building a Hardware-Software DTC Machine
In this episode of the DTC Podcast, we sit down with Andy Hoang, founder of Aviron—a connected fitness company combining hardware and gaming.
From bootstrapping his business and cold-calling Chinese manufacturers, to scaling past $25M in revenue, Andy shares a rare blueprint for building a complex product in a capital-intensive category.
Key topics covered include:
✅ Why bootstrapping forced a lean and focused product approach
✅ How Aviron navigated a pivot from B2B to DTC during the COVID crash
✅ Building an omnichannel marketing strategy without reliable attribution
✅ Leveraging YC to break into the Silicon Valley investor ecosystem
✅ The importance of multi-price point product lines to reduce CAC
✅ Using software to future-proof hardware expansion
Whether you’re building in connected fitness, high-ticket DTC, or just looking for raw founder insights, this episode breaks it down with clarity and strategy.
🌐 IN THE SOCIAL SPHERE
ASMR videos don’t just scratch that sensory itch.
They also do a great job of hooking in viewers, driving engagement, and sales.
This TikTok ad for the natural plant-based creamer natural bliss uses repetitive sounds like tapping and stirring to draw in the viewer.
Give it a watch!
🌐 TARIFF SOCIAL SPHERE
📅 EVENTS
SocialNext - Social Media Week (SMW) Next is a conference series focused on social media, digital culture, and technology. Attendees can expect to learn about the latest trends and best practices in social media marketing and digital strategy.
🗓️ Apr 25, 📍 Toronto, ON 💰 $399 -1,695
Config - Figma’s Config is a developer-focused conference exploring the future of design and development. Attendees can expect insightful sessions on topics such as collaborative workflows, design systems, and innovative Figma plugins. Participants will learn practical skills and best practices to improve their design and development processes.
🗓️ May 6-8, 📍 San Francisco, CA 💰 Free - $399
📰 NEWS
📥 Got a B2B Biz?
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Have you heard our latest podcasts?
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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Please note that items in this newsletter marked with * contain sponsored content.
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