Full Social Media Marketing Strategy In 8 Minutes | GaryVee Q&A Session

00:07:57
https://www.youtube.com/watch?v=HjUJf5bKCpU

Summary

TLDRThe speaker discusses the critical role of social media analytics and creative excellence in modern marketing. They argue that social media platforms capture more consumer attention than traditional media, yet many brands fail to leverage this potential effectively. The speaker emphasizes the importance of tailoring content for each platform and using social media for creative testing before launching larger campaigns. They critique the outdated mindset of treating social media as merely a distribution channel and advocate for a more strategic approach that prioritizes relevance and engagement with the audience. The speaker believes that understanding and measuring creativity through social media will revolutionize marketing practices.

Takeaways

  • 🚀 Social media has more consumer attention than traditional media.
  • 🎨 Creative excellence is key to capturing consumer interest.
  • 📊 Brands should tailor content for each social media platform.
  • 🔍 Use social media for creative testing before larger campaigns.
  • 💡 Organic social media is the foundation of modern marketing.
  • 🤖 AI can enhance data analysis and creative validation.
  • 📈 Understanding audience engagement is crucial for success.
  • 📉 Many brands still treat social media as a distribution channel.
  • 🗳️ Political campaigns often underinvest in social media.
  • 📅 The evolution of social media marketing focuses on individual creative pieces.

Timeline

  • 00:00:00 - 00:07:57

    The speaker emphasizes the importance of understanding and utilizing the analytics behind social media platforms, highlighting that their agency employs 137 people dedicated to analyzing both quantitative and qualitative data. They stress the need to focus on creative elements such as thumbnails and initial words in posts, noting that images currently outperform videos in reaching new users. The speaker argues that social media is often undervalued, despite its significant attention share compared to other media, and that brands are misusing their creative potential by treating social media as a mere distribution channel rather than a platform for organic engagement and testing. They advocate for a shift in mindset towards leveraging social media for creative excellence and relevance, rather than adhering to outdated marketing strategies. The speaker also points out the changing landscape of social media, where individual creative pieces can dramatically vary in reach, suggesting that future marketing should rely on social validation of creative content before committing to larger campaigns.

Mind Map

Video Q&A

  • What is the main argument of the speaker?

    The speaker argues that brands need to leverage social media analytics and creative excellence to effectively engage consumers and maximize their marketing efforts.

  • Why does the speaker believe social media is more effective than traditional media?

    The speaker believes social media captures more actual consumer attention than traditional media, making it a more effective platform for advertising.

  • What mistake do many brands make regarding social media content?

    Many brands mistakenly use the same video across all platforms instead of tailoring content to each platform's audience and best practices.

  • How can brands improve their marketing strategies according to the speaker?

    Brands can improve by using social media for creative testing, understanding their audience, and creating relevant content for each platform.

  • What does the speaker suggest about the future of advertising?

    The speaker suggests that future advertising should rely on social media validation of creative content before launching larger campaigns.

  • What is the significance of creative excellence in marketing?

    Creative excellence is crucial for capturing consumer attention and ensuring that marketing efforts resonate with the audience.

  • How does the speaker view the role of AI in marketing?

    The speaker views AI as a powerful tool that can help analyze data and improve creative testing in marketing.

  • What does the speaker mean by 'organic social is the starting point for all marketing'?

    The speaker means that organic social media engagement should be the foundation for all marketing strategies, rather than just a distribution channel.

  • What is the impact of social media on political campaigns?

    The speaker notes that many politicians underinvest in social media, leading to unexpected election outcomes.

  • What does the speaker say about the evolution of social media marketing?

    The speaker highlights that social media marketing has evolved to focus more on individual creative pieces rather than broad campaigns.

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  • 00:00:00
    we all talk about Ai and meanwhile the
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    most important AI in the world is
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    sitting right here it's the AI that runs
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    these alos and we completely are
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    dismissing
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    it in my little tiny agency I have 137
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    people whose full-time job is to look at
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    the analytics both Quant and qual of
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    what the newsfeed is doing for all seven
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    platforms you know how do we do it we
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    look at the Quant and qual data we
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    analyze absolutely everything if you
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    look carefully at this post it's a
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    thumbnail first we're literally looking
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    at the colors of the word they you then
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    go into it we're paying attention to
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    what the first words are should we be
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    using this new feature notes right is
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    what it's called then I'm looking at the
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    actualized reach then I may look at
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    something and say so this one right here
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    image very clear this one I bet you did
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    well sure enough look at this number the
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    reason I did that is I know right now
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    and my company knows that images are
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    reaching a higher propensity of new
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    users than videos we are doing this
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    fully backwards brother we have the
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    greatest tools of all time and we're
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    treating it like you know it's like
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    those outages of not knowing how to use
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    a tool like we have we have a
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    Lamborghini and we're using it as like a
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    planting pop creative unlocking all the
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    answers is an unheard of reality for the
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    way we all grew up and right now almost
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    everyone thinks social media is a lesser
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    than medium and it's hurting
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    [Music]
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    them social
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    overall has a staggering amount of
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    actual attention in the consumer
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    landscape collectively the seven most
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    meaningful social networks have more
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    actualized attention on them than any
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    other medium and it's not even close and
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    then when you talk about advertising the
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    next biggest mediums streaming services
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    television podcast and radio all of
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    their ad formats are
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    disruptive and it's potential reach not
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    actualized reach but because of the way
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    that social is structured you don't know
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    the ads coming because it's the next
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    piece of
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    content and if you have creative
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    excellence in the thumbnail and the
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    first three seconds of that creative you
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    have a shocking opportunity to capture
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    actual consumer attention first
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    capturing their attention whether it's
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    an 18yearold on Snapchat Spotlight or
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    Tik Tok or a 69y old on LinkedIn or
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    Facebook or yoube shorts which is
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    crushing with 40 to 70 year olds they're
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    all kind of the same game and all very
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    different it's based on Creative
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    Excellence best practices of creative
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    per platform big mistake so many brands
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    in this portfolio are making is they're
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    putting the same video on every platform
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    because they view social as distribution
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    kind of like old media versus
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    understanding that we're in a place now
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    where organic social is the starting
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    point for all marketing let the AI
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    algorithms that the new newsfeeds are
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    run by give you creative testing and
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    affirmation and then make decisions on
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    media amplification or interpretation so
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    I think it's by being native it's like
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    anything else if you ask me how do you
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    win on Super Bowl which I think is the
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    best ad in marketing from an intention
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    buying standpoint you can't spend $8
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    million and get 130 million Americans to
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    watch 30 seconds of a video and any
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    other medium so Super Bowl is the best
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    added marketing the problem is if your
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    commercial thinks you just wasted a
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    shitload of money so creative
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    vulnerability is the biggest issue for
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    everyone here organic social does
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    creative testing at an advancement we've
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    never seen before as an added value to
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    the marketing you do on it you know the
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    way you win is by actually being good at
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    it if this was a different context you
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    asked me Gary how do we all become
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    better basketball players the answer is
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    to practice more and get better at it
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    the way we win here now is to win on
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    relevance at scale one of the big
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    mistakes a lot of brands in this portfol
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    you're making is they're choosing their
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    consumers Target instead of trying to
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    win on relevance with every consumer
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    because they most of the brands actually
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    have that permission but everyone's
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    stuck in how Brands grow 1991 mentality
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    and still acting as if television is the
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    primary distribution Channel and have
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    completely misunderstood what's actually
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    happening on social this is why so many
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    people lose elections the many
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    politicians continue to do outdoor and
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    television and under invest in Social
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    and get outflanked by their competitor
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    this is why we've seen more upsets in
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    the last 12 years people will be like no
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    Gary the social discourse has changed
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    I'm like no social media accelerated the
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    social Discord
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    change which is a huge mistake because
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    we're overpaying for the upper funnel
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    distribution and the creative that we're
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    supporting it with brother is vanilla
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    and it's trying to be everything to
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    everybody which means it's nothing to No
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    One meanwhile all the upper funnel
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    activities that everyone's trying to
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    achieve is actually happening in Social
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    energy drink beables you know poppy all
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    these things that are happening upper
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    funnel just means where's the attention
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    television commercials is not where the
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    attention is people like what about
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    sports Gary people watch sports I'm like
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    they watch sports but they don't watch
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    sports commercials the problem is I
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    actually believe half this room fully
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    understands what I'm saying but the
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    internal reporting doesn't justify the
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    behavior and so they don't do
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    it for the ones that are most close to
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    operating in Social I think you know
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    that three years ago everything changed
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    so the social media I grew up with was
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    more like email marketing get as many
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    people to follow you as possible and a
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    certain percentage of them saw every
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    single post so I've been doing email
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    marketing since 1996 for wine
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    library.com anybody that buys wine you
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    have to check out this new thing which
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    you should probably replicate for your
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    overall business I a new wine text thing
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    that is insane SMS marketing is starting
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    to emerge so check that out learn from
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    it in 1997 I had 100,000 person email
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    newsletter which was massive at the time
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    that had 91% open rates because
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    marketers hadn't ruined email
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    yet what I just showed you with text is
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    staggeringly working because we haven't
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    fully ruined Commerce SMS yet that 90%
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    open rate email newsletter today is now
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    30% and we're good at it that's how
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    social worked right like everybody
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    thought I had a head start which I did
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    and it made it hard now every single
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    part of the each of this individual post
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    is based on the creative Excellence of
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    it I have 15 million followers on Tik
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    Tok I've been doing this every single
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    day for 18 years I own the largest
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    agency in the world that does it best
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    and anybody on here can literally who've
  • 00:06:45
    never been on Tik Tok or been fed in
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    your life could set up a Tik Tok after
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    this post something they could get more
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    views on that than anything I've done in
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    my career so we are now in a new dawn
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    where the individual piece of creative
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    creates the reach so some of you know
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    this on your social media personally or
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    on the business if you're close enough
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    to this you may post something and it
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    gets 5,000 views and the next one gets
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    180,000 and the next one gets 19 and the
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    next one gets 49 and the next one gets
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    8,000 this is going to lead to a Nirvana
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    of being able to measure creativity that
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    we've all been looking for for 70 years
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    and if you really play it out nobody
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    should ever do an above the- line
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    campaign ever again without the
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    validation of the creative in Social
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    ever again sitting in a boardroom with
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    cupcakes and markers and some magazines
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    to crack it and come up with the idea is
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    like taking a horse on the highway to
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    get to your next location
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    [Music]
Tags
  • Social Media
  • Marketing
  • Creative Excellence
  • Analytics
  • Consumer Attention
  • Brand Strategy
  • AI
  • Content Creation
  • Advertising
  • Engagement