One of the most anticipated sessions at today's POSSIBLE: Gary Vaynerchuk's fireside chat with Swan Sit.
The ever-vocal Gary Vaynerchuk, aka Gary Vee, dropped truth bombs like he's running out of time. While the conference air was thick with marketing jargon, Gary cut through the BS with his trademark fiery gusto.
"Creative creates the reach. For the first time in the history of marketing." - Gary Vee
Gary's take? The marketing world is sleeping on the goldmine of organic social media. While most execs were sipping cocktails, lamenting over programmatic ads and chasing outdated metrics, Gary preached the new gospel of social-first strategy.
He declared that most marketing execs are stuck in a nostalgic loop, underestimating the power of authentic, creative content that resonates on social platforms. In his view, every brand out there should be as focused on their TikTok strategy as they are on their next Super Bowl ad—if not more.
"We're literally smack in the middle of the 1960s right now where we transition from a radio society to a television society," said Gary. "We have to accept that this industry and our world has moved from a primary television medium to a social media, telephone media."
Not one to mince words, Gary slammed the current state of marketing for being too hung up on tradition and too slow on the uptake when it comes to leveraging the real opportunities in today's organic social marketplace.
"Social media creative is the elephant in the room, and this industry desperately doesn't want to accept it," said Gary.
He challenged CMOs to rethink their strategies, warning that the old ways are not just inadequate—they're a fast track to irrelevance.
"The first second of a video on social media platforms is warfare," said Gary. "If you don't get good at this, you will lose market share."
Things CMOs Need to Do Next, According to Gary Vee
For marketers looking to lead rather than follow, his advice is clear: prioritize organic engagement, harness the raw power of social media, and constantly innovate to stay relevant.
The future belongs to those who recognize these platforms not just as marketing tools, but as critical arenas for genuine connection and storytelling. As we step forward, let's keep our strategies as dynamic as the platforms we use, ensuring that we not only reach our audiences but resonate with them profoundly.
- Embrace Organic Social Media: Dump the old playbook and prioritize organic social media. It's time to understand its power beyond just paid ads.
- Get Real with Creative Content: Stop outsourcing creativity. The brands winning today are those producing daily, relatable content that truly engages their audience.
- Focus on Consumer Insights: Invest in social media not just for visibility but as a vital tool for gathering actionable consumer insights. The feedback loop from social can guide more effective, targeted marketing strategies.
- Personalization at Scale: Recognize that marketing hasn't changed—it's just the tools that have. Use these new tools to personalize at a level that was previously impossible.
- Cut Through the Noise with Video: Pay obsessive attention to the first second of your videos. In a world where seconds count, the opening shot can make or break your viewer's engagement.
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Travis Lusk
Travis Lusk
