In short
Podcast Summary: The GaryVee Audio Experience - TRAILER: The biggest mistake brands are making in 2025 marketing | Possible Keynote
Episode Overview In this episode, Gary Vaynerchuk discusses a critical error that many brands are making regarding their marketing strategies as they approach 2025. He emphasizes the importance of organic social media and how it aligns with current social network algorithms, suggesting that brands need to rethink their marketing framework.
Key Concepts
Organic Social Media
- Underestimation by Brands: Gary posits that Fortune 5000 companies that do not heavily invest in organic social media are making a grave strategic error.
- Relevance Over Guesswork: The current landscape allows brands to produce creative content that is relevant and resonates with audiences, creating opportunities for genuine engagement.
Marketing Evolution
- Algorithm Insights: Major tech companies (Google, Meta, TikTok) have algorithms designed to promote content that is relevant to users, making it easier for marketers to reach interested audiences.
- Creative Driving Reach: For the first time, the quality and relevance of creative work can directly enhance its reach, contrasting with traditional marketing methods where campaigns often relied on intuition and politics.
Paid, Owned, Earned Model
- Model Critique: Gary argues that the traditional paid, owned, earned media model is outdated. He advocates for a new approach where brands should not invest in paid media until their content has been validated through organic reach.
- Case for Organic First: He states that companies that successfully scale (e.g., from zero to $50 million in revenue) are adopting an "organic first" strategy.
Key Takeaways
- Shift in Strategy: Brands must prioritize organic content creation over traditional paid media expenditures.
- Validation of Content: There should be a systematic approach where only content that has gained organic traction is amplified through paid media.
- Industry Resistance: There is significant resistance within the marketing industry to this shift due to established practices and financial frameworks that favor traditional methods.
- Call to Action: Gary urges marketers and brand leaders to acknowledge the changing dynamics and adapt their strategies accordingly, stressing that ignoring this opportunity could lead to significant missed chances.
Conclusion Gary Vaynerchuk's insights in this episode challenge the status quo of marketing practices. By advocating for a focus on organic social media and relevant content, he outlines a clear path for brands to adapt to the evolving digital landscape as they approach 2025.
Written by AI. May contain mistakes. Listen to the episode to check what was said.
Transcript
Automatic transcript. May contain errors.0:00Very simply put, I believe any Fortune 5000 company that is not remarkably overinvesting in organic social media creative is making a fundamental strategic strategic mistake. because the way we sit today with these seven social networks is that when you put out creative, they are fully running a model that is based on relevance. And for the people that love the old school marketing books, good news, I agree with you. Relevance creates consideration. Consideration leads to people buying. The fact that we have at scale the biggest tech companies in the world, Google, Shorts, Meta, Facebook and Instagram, TikTok, ByteDance TikTok.
0:43The biggest marketing companies in the world, the biggest tech infrastructures in the world have algos when we post on social that are desperate for that content to reach an audience that's actually interested in it so that you all stay on the platform so they can sell more ads is the greatest opportunity for marketers ever, ever. For the first time in marketing history, The creative creates reach. That's insane. And it creates reach based on relevance. For 70 years, we have been guessing in boardrooms through our egos and our politics on what the campaign or commercial should be and then spend an ungodly amount of money disguising that it was probably a piece of shit.
1:35And now we can post at scale with content that is relevant, see that human beings, not us in the industry, care about it and have the ability to amplify it or campaign on top of it. I believe a paid, owned, earned model is broken. In fact, every business that I own, the ones that are on that screen or anything that I'm the chairman of the board of or a very disproportionate investor in has in 2025 gone to a model where we do not spend$1 of working media until it has been affirmed organically on social. There is actually, if I may, with all due respect, zero reason to spend media dollars amplifying any piece of creative that has not been affirmed with organic reach in 2025, yet 99.9 % of the brands represented here and agencies will do such.
2:37I don't know what else to say. It's black and white. The VC, the ecosystem of entrepreneurs in here, the companies that are going from zero to$50 million a year in revenue are only living in a social, organic first framework. And then there's us. I beg our industry, I know the financial reasons we're not doing this. I get it. I get the agency stuff. I get the brand stuff. I get the bullshit reports that justify all our behavior in this industry from the MMMs and the MMAs and everything else, I get it. But there's not one fucking person in here that has a half a brain that doesn't know that I'm 100 % right.
From the publisher
GaryVee breaks down why most brands are massively underestimating the power of organic social and how algorithms, attention, and relevance work in your favor if you know how to play the game. This clip from the Possible keynote will change how you see marketing in 2025.
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https://open.spotify.com/episode/0rZFChsPCJAyxgvDhnXsqb?si=F0FaENyaSaGAYsvjO7NuWQ