ndExgwhoyXw
Source: https://www.youtube.com/watch?v=ndExgwhoyXw
first it’s a self-awareness game there is multiple mediums that work in communicating I’m glad you brought up steps back a sub substack because it allows me to go there there is the written word there are people listening right now who know more about video game 1980s culture than anybody in the world however they’re very self-aware and they’re like [ ] this [ ] I’m not going on camera I don’t have the Gift of Gab I’m incredibly awkward with my words I’m shy I don’t like it good news do you like to write huh I’m a little bit more there or they have great Gift of Gab but the camera makes them it kills them mhm great you got video you’ve got audio and you’ve got the written word if you want to go to the extremes you could even animate and cartoon it you could even go that far but that’s a little bit of a further putt but what would I say first you have to know your medium the preference is video cuz video is a starting point to everything else I do audio and written word without doing it because everything’s extracted from my video so video is the Holy Grail no question Video Killed the Radio start like that’s right however it is not required that’s very important for people to hear number two once you decide to do it you have to decide your medium so for example if somebody who’s listening is really into modern IP law with AI coming with nft culture with Disney with Pokemon LinkedIn and YouTube are going to be much better mediums for them potentially than let’s say Facebook right but if you’re into parenting Dr Becky big shout out she’s getting a lot of momentum Facebook’s a [ ] dream so you have to know where your audiences are you have to know what mediums and then per medium becomes the creative variable meaning LinkedIn is a [ ] monster for the written word you write a [ ] epic four substack like New York Times opend blogging medium you write [ ] 12 a newsletter person you write [ ] 12 paragraphs of [ ] fire about something B2B or business oriented and you post that on LinkedIn with a good picture their now for you page stuff will get you lots of [ ] views lots of reads and and Linkedin is a very different audience you get one proper [ ] to read that you’re getting a message on LinkedIn that’s going to make you money B2B and like and like grownup business LinkedIn is one of the biggest opportunities that people miss because for example this iconic cpg brand you’re building if you write four paragraphs on your strategy of something you see on LinkedIn that may lead to a business development deal that will never happen on Instagram where you’re building consumer distributed from Walmart happenss to come across it you got it yeah right and Linkedin is so Global it could even be a small you know C uh live shopping player in China like it people don’t under understand what’s going on so to answer the question is they’ll all work when you go into them it starts getting into real culture when you’re writing something your headline matters it’s good old newspaper if that LinkedIn post the variable is going to be your opening headline what do you think about when it comes to copy for a headline I think about like what is unique can you say a different um what can and I I’ll tell you the biggest thing I actually thank you for being so good at interviewing you’re pushing me in a good place um when I think about social media creative I think about it in consumer segmentation something I call code horts so when I make content I’ll make content for I’ll think like okay I’m making this for 48 to 55-year-old parents of a 21-year-old and it’s a wealthy family and the kid is lazy but they were the parents that made all the money because they grew up poor and they have anxiety that their kids’s lazy but they’re the ones that created the nepotism because they pay them money that’s the content being made for cohorts with teeth that was a very narrow thing I wasn’t saying parents so I think when I think headlines I’m like what narrow group am I writing this for I’m going to write this article and this headline is going to be written for the buyers of the biggest retailers in America Title what big box retailers don’t know about beverages you see what I just did improv that my brother uh oh that my brother that’s that’s why I wrote this book that’s what I know is missing right now people are trying to hack the alos they’re looking for best practice that’s wonderful that’s called P platform strategy but then there’s the C I call pack platforms and culture and then you have to have consumer cohorts so you have to know the platforms absolutely vertical this Carousel that live stream this like best practices as you know this Tik Tok and Instagram are now littered with characters that do the Gary ve thing and tell people what the best platform things are but the platforms tell you the [ ] Instagram guys is making content every day like this is what Instagram cares about you just follow every time Tik Tok puts out an announcement that’s what they’re going to do it doesn’t take a [ ] superhero to understand if if meta says we now care about carousels go make [ ] Carousel like Jesus they both work people watch a three-hour movie if they love it or a 45 minute Vlog I did very well with daily B they were long and people watch 7c videos that crush and people will not watch 7sec videos cuz they’re garbage and people will definitely not watch 25-minute videos if they’re garbage so that goes back to self-awareness like are you capable of doing a vlog or a you know like or a great video series or you not same with short form quantity quality quantity is not debatable you either make 97 pieces of content in a month or you don’t quality is completely subjective either this person’s attractive funny insightful or not I’m very high on that however I do think that people I think I didn’t do a good enough job contextualizing when I would you know I’ve been screaming on social for seven years volume volume volume volume the reality is is it’s a quality quantity ratio volume if you’re capable if you have a lot to say if you have a lot of jokes if you have a lot of good looks if you have a lot of techniques if you have what if you have [ ] to say go go go go go different ways edits different you know if you don’t of course not this goes back to earlier why I’m obsessed with passion or expertise you’re dead if you’re not doing passion or expertise you just won’t have enough juice there’s not enough [ ] fuel in it passion will take you forever which is why I like that act more but expertise especially if you don’t hate it I always get worried about expertise CU a lot of people think that they know CU it’s their profession they don’t like and I do think that fuel will run out as well but to answer your question one more time to recap for everybody both long and short form work and don’t work it’s based on how good are you I think quantity matters in the future AI word world you’re going to get drowned out by the qual quantity of content if you are not committed to quantity but yes of course it’s predicated on the quality of that quantity I just think you should have more at bats many of the posts I put out with all this 20 years of expertise and writing the [ ] book and being that [ ] guy I miss all the time but I love that feeling like I’m trying to learn I saw somebody uh the other day in a piece of content making fun of me and my team for doing all sorts of different [ ] and I was laughing cuz I’m like no no that’s the game the point I think he was trying to make is like he’s lost his way he doesn’t know what he’s doing he’s just thrown we’re not thrown against a wall and see what sticks we’re exploring different different features and things to try to learn what’s next and I have the humility for it to not do well do you know that the reason most people suck at social media is they’re scared to not get as many views as their little fragile ego needs to go through the day I don’t give a [ ] I’m I’m streaming on Twitch on mute in my office 83 people are watching I don’t give a [ ] that doesn’t take away from everything I’m doing do you not think that there’s a degree of Optics like people are uh naturally use popularity as a proxy for quality of course uh so to a degree if there is if you’re consistently posting in a way that isn’t getting not saying that this is what you’re doing but if you’re consistently posting in a way and it’s like 83 likes nine likes like that says something to your audience about you know when you look at YouTube and you see thumbnail you see title you see the name of the Creator you see how long it is like those are important metrics but when you go on you see how many people have viewed that video you it depends on what if you’re trading for popularity sure or the perception of popularity sure depends on what you’re trading on for me if 80 people are watching me on Twitch while I’m on mute all day there’s really no reason to watch it but I’m just experimenting if someone then decides like Gary ve fell off or sucks that person is incredibly not smart I’m not all I’m not super worried about losing with losing [Music] players I could get a 100 million views tomorrow if I decide to go [ ] crazy on something I don’t believe on that will go the entire audience into watching who the [ ] wants that like it depends on what you’re playing for too many people are trying to win with losing players and too many people are not trying to win with winning players one of the things I tell a lot of kids that fake the funk when they pitch me businesses I see you’re Gathering your thoughts cuz I want you to hear this I think you’re going really like this no no I totally get it um one of my favorite meetings to have is a kid that comes in that’s got it you know the [ ] juice but I’m like listening I love listening to a pitch and I realized that she or he just pitched me and it would work on 99% but not the 1% and what I mean by that is I’ll go into something specific they go where I know they’re embellishing and I’ll go very narrow if it’s a place I’m comfortable I know what I’m talking about and I know a lot about a lot of stuff this is why I started vayer media the main reason I started Vayner media was to know as many different things about as many different businesses as possible and build the biggest marketing Communications company in the world that I could deploy against my other behaviors when I got older for me it’s always been about 60 to 70 like that’s when I’m going to strike like a cobra this right now is just [ ] foreplay this is just a setup this the [ ] jab anyway when I’m in a meeting like that I had this happen the other day with a kid and I went deep and I was like the and I could see the kid was a little bit like cuz I was like calling him out and he by the way he crushed it like would I’m like this kid’s going to [ ] win you know that Charisma that salesmanship and there was a lot of good stuff but he was full of [ ] on like three or four things but it was complicated to know it but it just happened to be in a space that I knew enough to be able to go there he really took it well which was what I wanted to see which I which gave me even more confidence that he’s just 24 and he’s going to get there and then I said something to him that I really I say a lot of [ ] and I’m into this [ ] but I I like those moments where I’m like [ ] I think this person just internalized this and it’s going to be like a thing and I can’t wait for them to dominate and I’m going to be old and they’re going to be like car me once said to me 30 I like that stuff and I like it for him I said brother you’re going to win with 99% of losing players the problem is you do that pitch again to the 1% winners you’re going to lose with all of them and they’re the only people that matter this is that Recaps what we just talked about so yes do I think perception is reality yes I do do I think brand matters over everything I sure do but I think that if people the biggest issue with the world right now is people want to take everything out of context have no concept of we’ve eliminated intent people are trying to cancel everybody cancel culture was a disaster cuz it tried to cancel people without understanding their intent if somebody is a beautiful person they just didn’t know the proper slang or didn’t know and they just had no ill will the [ ] are you trying to get them fired for similar to somebody seeing a video of like Mr Beast on a post on Snap only have 80 ,000 views and be like oh he fell that that’s not smart that’s not understanding what people and by the way back to your journey and his journey and the journey that I had with empathy wines and kind of knew cpg was next and why I talked about it forever and why I built rer media to be in cpg a lot of creators are going to care less about how many maximizing views they’re going to care about views that translate into cpg sales or hours allocated to meetings in Bonville or hours allocated to being on Tik Tok live like [ ] going to change [ ] changes but the lack of courage and curiosity of the a list to try new [ ] because they’re worried about what we just talked about is why a lot of those people are going to end up in the b list