In short
The GaryVee Audio Experience
Episode Summary
TRAILER: Social media is dead and welcome to the interest media era | Possible Keynote
Podcast Overview
- Host: Gary Vaynerchuk
- Content: A combination of interviews, keynote speeches, and discussions on marketing, business strategies, and entrepreneurship.
Episode Description In this episode, Gary Vaynerchuk discusses the transition from traditional social media to an era defined by interest-based media. He highlights the diminishing importance of follower counts and the rise of interest-driven algorithms that promote content based on user interests rather than connections.
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Key Concepts
Transition to Interest Media
- Shift from Social Media: Vaynerchuk asserts that we are no longer in the social media era but in an "interest media" era.
- Algorithm Changes: Content is now being shown to users based on their interests, allowing accounts with no followers to receive more views than established accounts.
Implications for Brands
- Vanity Metrics: Vaynerchuk warns against relying on vanity metrics such as follower counts, which can be easily manipulated.
- Authentic Tracking: Brands need to develop methods to authentically track success without falling into the trap of vanity metrics.
Case Studies
- Miralax Example:
- Previously, their content received around 300 views.
- A recent video gained 36 million views, resulting in a significant surge in Amazon rankings and sales.
- Correlation of Views to Sales:
- There is a demonstrable link between organically earned views and business results.
- Successful organic reach leads to tangible sales rather than relying solely on paid promotions.
Brand Success Stories
- Chili鈥檚 and Abercrombie & Fitch: Vaynerchuk mentions that these brands have seen a direct correlation between organically earned views and improved business performance.
- Ocean Spray: Highlights viral moments on social media that have had a more substantial financial impact than traditional advertising methods.
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Discussion Points
- Authenticity in Marketing: The importance of creating quality content that resonates with audiences, emphasizing organic reach over paid amplification.
- The Future of Marketing: A call to action for brands to adapt to the changing landscape and measure success through genuine engagement and sales metrics.
Conclusion
- Vaynerchuk emphasizes that the marketing landscape is rapidly evolving, and brands must adapt to these changes to remain relevant and successful. Ignoring this shift could lead to missed opportunities.
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For more insights and the full episode, listen [here](https://open.spotify.com/episode/0rZFChsPCJAyxgvDhnXsqb?si=F0FaENyaSaGAYsvjO7NuWQ).
Written by AI. May contain mistakes. Listen to the episode to check what was said.
Transcript
Automatic transcript. May contain errors.0:00You've spoken about most recently, first time I heard it was on a LinkedIn Live interview back in November about the paradigm shift of social media is now interest media, where content is not being pushed by algorithms to people who are connected to you, but it's being pushed to people who have that interest that connects with that piece of content. There is no doubt in my mind that we are no longer in the social media era. We are fully in the interest media era. We are standing up accounts that have no followers and getting more views on our content than the accounts that have a million followers.
0:37It's over. Go ahead. I'm so happy that I was able to set that up for you. Thank you, sir. My question is, what does the industry do? What are you doing to track it authentically, accurately? Vanity metrics, it all can be manipulated. Now that we're in a range of interest media, where you, if someone's interested in it, they're shoving the content to them. Let me jump in since we're jamming. Yeah. Miralax, a brand we work on, which normally gets 300 views on its creative before we started working with it. Had a video the other day that got 36 million views. Immediately, in the next 72 hours, miraculously, stunningly, Its Amazon rank went from four, whatever, some absurd number, 437 ,000, to in the thousands.
1:35They sold an obnoxious amount of product. Elliot, the only thing VaynerMedia has been measuring for the 15 years we've been in this industry is sales. Now, sales doesn't come immediately sometimes, and you've got to figure all that out, and I'm very empathetic that I will forever die on this hill. Measuring brand is like measuring love and God. It's not gonna be a black and white thing. But again, for the people in this room that are paying attention to the miraculous things that have happened to Chili's restaurant or Abercrombie & Fitch, there is a 100 % correlation to organically earned views and business results.
2:15Not posting a piece of crap on social media and spending media dollars to amplify it to give it a million views. No, no, no. Organically earned views lead to sales. And Elliot, the reason everyone in this room will be on this bandwagon is because the data's black and white to the sales. And that will be too compelling to ignore, no matter how much some in this room want to hold on to yesterday. Same thing with Ocean Spray. You've talked about the mango gummies, crazy moments. There's every day on social, on TikTok and Instagram, there is a video that is going viral that is creating more financial impact on brands than every TV commercial that that brand has run in the last several years.
3:02It's just real life. Again, we can continue to live as if not. We continue to fight for things we make more margin on or what our company does for a living that does not map to this. But it doesn't make it any less true. And I do believe the walls are closing in on us. And that's it.
From the publisher
馃帶 In this clip from GaryVee鈥檚 keynote, he explains why follower counts no longer matter, why interest-based algorithms are taking over, and what brands must do to track success without falling for vanity metrics.
馃憠 Listen to the full episode here:
https://open.spotify.com/episode/0rZFChsPCJAyxgvDhnXsqb?si=F0FaENyaSaGAYsvjO7NuWQ