Are You Utilizing Social Media Properly | Beyond the Hustle with Carolina Millan
Digest
This podcast episode delves into the multifaceted world of content creation and marketing, exploring key concepts like virality, client acquisition, and the effectiveness of various platforms and strategies. Gary Vaynerchuk, a renowned entrepreneur and marketing expert, shares his insights on the nature of virality, emphasizing that it's a genuine phenomenon, not something that can be forced. He stresses the importance of consistent high-quality content creation as the key to potential virality. The conversation then shifts to the challenge of balancing views and client acquisition. Gary and Catalina discuss how some creators prioritize high view counts on platforms like TikTok over actual client engagement, while others focus on platforms like LinkedIn where fewer views can lead to more valuable client connections. The episode further explores the concept of "underpriced attention" and the effectiveness of paid ads. Gary argues that platforms like LinkedIn and Snapchat offer underpriced attention, while TikTok and Instagram are becoming more challenging. He also believes that Facebook ads, despite being often perceived as overpriced, can still be effective if the creative is strong. Gary addresses the misconception that email marketing is dead, acknowledging that it's not as dominant as it was in the past but emphasizing that it's far from obsolete. He stresses the importance of providing value and improving the quality of email content, design, and subject lines to stand out in a crowded inbox. The episode concludes with Gary discussing the concept of "attempted virality," which he believes is a crucial strategy. He encourages creators to actively pursue viral content, even if it doesn't always succeed, as it can lead to greater creativity and engagement. He also shares his excitement about his upcoming children's book, "Meet Me in the Middle," which marks his first foray into children's literature and presents an opportunity to expand the VFriends IP and connect with a new audience.
Outlines
The Nature of Virality and Client Acquisition
Gary Vaynerchuk discusses the nature of virality, emphasizing that it's a true phenomenon, not something that can be forced. He shares his perspective on the consistency of creating high-quality content as the key to potential virality, rather than solely focusing on achieving it. He also explores the challenge of balancing views and client acquisition, highlighting the differences between platforms like TikTok and LinkedIn in terms of their effectiveness for client engagement.
Underpriced Attention, Paid Ads, and Email Marketing
The conversation shifts to the concept of "underpriced attention" and the effectiveness of paid ads. Gary argues that platforms like LinkedIn and Snapchat offer underpriced attention, while TikTok and Instagram are becoming more challenging. He also believes that Facebook ads, despite being often perceived as overpriced, can still be effective if the creative is strong. He then addresses the misconception that email marketing is dead, acknowledging that it's not as dominant as it was in the past but emphasizing that it's far from obsolete. He stresses the importance of providing value and improving the quality of email content, design, and subject lines to stand out in a crowded inbox.
Attempted Virality and Expanding the VFriends IP
Gary discusses the concept of "attempted virality," which he believes is a crucial strategy. He encourages creators to actively pursue viral content, even if it doesn't always succeed, as it can lead to greater creativity and engagement. He also shares his excitement about his upcoming children's book, "Meet Me in the Middle," which marks his first foray into children's literature and presents an opportunity to expand the VFriends IP and connect with a new audience.
Keywords
Attempted Virality
A strategic approach to content creation that aims to achieve viral reach, even if it doesn't always succeed. It encourages creators to be bold, creative, and experiment with different formats to capture a wider audience.
Underpriced Attention
Refers to platforms or channels where the cost of reaching an audience is relatively low compared to the potential value of the audience. This can be a strategic advantage for businesses and creators seeking to maximize their reach and engagement.
Client Acquisition
The process of attracting and converting potential customers into paying clients. It involves understanding the target audience, creating compelling content, and building relationships that lead to sales.
Email Marketing
A form of digital marketing that involves sending targeted emails to a list of subscribers. It can be used to nurture leads, promote products or services, and build relationships with customers.
Paid Ads
A form of advertising where businesses pay to display their content on various platforms. It offers greater control over targeting and measurement but requires careful planning and execution to be effective.
Creative
The visual, audio, or written elements that make up a piece of content. It plays a crucial role in capturing attention, conveying a message, and driving engagement.
Organic Reach
The ability to reach an audience naturally, without paid advertising or promotion. It relies on creating high-quality content that resonates with the target audience and encourages sharing and engagement.
VFriends
A collection of 10,000 unique, generative, cartoon avatars created by Gary Vaynerchuk. They are NFTs that represent membership in a community and provide access to exclusive benefits and experiences.
Q&A
What is Gary's perspective on the nature of virality?
Gary believes that virality is a true phenomenon, not something that can be forced. He emphasizes the importance of consistently creating high-quality content as the key to potential virality, rather than solely focusing on achieving it.
How does Gary differentiate between platforms like TikTok and LinkedIn in terms of client acquisition?
Gary argues that while TikTok can generate high view counts, it may not always translate into client acquisition. He believes that LinkedIn, despite having fewer views, is more conducive to client engagement and building valuable relationships.
What are some of the platforms that Gary considers to have underpriced attention?
Gary believes that LinkedIn and Snapchat offer underpriced attention, especially for businesses. He also believes that Facebook ads, despite being often perceived as overpriced, can still be effective if the creative is strong.
What is Gary's take on the current state of email marketing?
Gary acknowledges that email marketing is not as dominant as it was in the past but emphasizes that it's far from obsolete. He stresses the importance of providing value and improving the quality of email content, design, and subject lines to stand out in a crowded inbox.
What is the concept of "attempted virality" and why does Gary believe it's important?
Gary believes that creators should actively pursue viral content, even if it doesn't always succeed. He argues that this approach encourages greater creativity, experimentation, and engagement, ultimately leading to a more dynamic and engaging content strategy.
What are Gary's expectations for his upcoming children's book, "Meet Me in the Middle"?
Gary is excited about the potential for expanding the VFriends IP and connecting with a new audience through his children's book. He acknowledges the importance of creating engaging content that resonates with young readers and families.
Show Notes
On today's episode of the podcast, I sit down with Carolina Milan and discuss all things social. We talk about the value each platform provides, and how you can leverage specific platforms to grow your business. We chat about virality and whether or not that should be the key indicator of success in a post. This episode is a must-listen for anyone who is using social media to grow their business. I hope you all enjoy it!
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