Why Social Media Creators & Brands Must Embrace Change | Joel Duncan
Digest
The podcast delves into the importance of organic social media creative, highlighting the strategic skill set required for success. It discusses the "TikTokification" of social media, where short-form video content dominates, making it challenging for established creators and brands to gain traction. The speaker criticizes the advertising industry's archaic thinking, arguing that they fail to recognize the significance of social media and continue to prioritize traditional marketing methods. The podcast emphasizes the disconnect between the advertising industry's focus on traditional marketing and the reality of consumer behavior, highlighting the need for adaptation. It explores the reasons behind the industry's resistance to change, suggesting that profit protection and control over marketing budgets are primary motivators. The speaker argues for the television industry to embrace product integration, similar to the 1950s and 1960s, to reach consumers increasingly consuming content through streaming services. They also discuss the disconnect between music artists and their audience, highlighting the need for artists to engage with their audience on social media beyond simply posting content. The podcast emphasizes the importance of building a deep fan base, rather than chasing viral moments, through genuine interaction and consistent engagement. It explores the growing trend of large teams in the entertainment industry focused on "day trading attention" through short-term engagement strategies. The speaker concludes by emphasizing the importance of understanding the currency of attention in the digital age, urging the advertising industry to recognize the power of social media platforms like Twitch and adapt their strategies accordingly.
Outlines
The Evolution of Social Media Marketing
This podcast explores the changing landscape of social media marketing, highlighting the importance of organic content, building deep fan bases, and understanding the currency of attention in the digital age. It criticizes the advertising industry's outdated approach and emphasizes the need for adaptation to reach consumers effectively.
The Rise of TikTok and its Impact
The podcast discusses the "TikTokification" of social media, where short-form video content dominates, making it challenging for established creators and brands to gain traction. It explores the challenges faced by creators and brands in adapting to this new landscape.
The Advertising Industry's Resistance to Change
The podcast criticizes the advertising industry's archaic thinking, arguing that they fail to recognize the significance of social media and continue to prioritize traditional marketing methods. It explores the reasons behind the industry's resistance to change, suggesting that profit protection and control over marketing budgets are primary motivators.
The Future of Entertainment and Marketing
The podcast discusses the need for the television industry to embrace product integration and for music artists to engage with their audience on social media. It emphasizes the importance of building deep fan bases and understanding the currency of attention in the digital age.
Keywords
Organic Social Media Creative
Content created for social media platforms without paid advertising, focusing on engaging and authentic interactions with audiences.
TikTokification
The influence of TikTok's short-form video format and content style on other social media platforms, leading to a shift towards more engaging and visually appealing content.
Day Trading Attention
The practice of using social media platforms to gain short-term engagement and attention, often through viral content or trends, rather than building lasting relationships with audiences.
Product Integration
The strategic placement of products or brands within entertainment content, such as television shows or movies, to subtly promote them to viewers.
Deep Fan Base
A loyal and engaged group of followers who are passionate about an artist or brand, often built through genuine interaction and consistent engagement.
Advertising Industry
The industry responsible for creating and distributing advertising campaigns across various media platforms.
Social Media Marketing
The use of social media platforms to promote brands, products, or services, engage with audiences, and build relationships.
Content Strategy
A plan for creating and distributing valuable, relevant, and consistent content to attract and engage a specific target audience.
Q&A
What is the speaker's main argument about the advertising industry's approach to social media?
The speaker argues that the advertising industry is stuck in outdated thinking and fails to recognize the importance of social media as a primary platform for reaching consumers. They believe that the industry is more focused on protecting its own profits and maintaining control over marketing budgets, rather than embracing new platforms and strategies.
How does the speaker suggest that the television industry can adapt to the changing media landscape?
The speaker suggests that the television industry should embrace product integration, similar to how it was done in the 1950s and 1960s. They believe that this approach will be more effective in reaching consumers who are increasingly consuming content through streaming services.
What is the speaker's main point about the importance of building a deep fan base?
The speaker emphasizes that artists need to focus on building a deep fan base, rather than simply chasing viral moments. They argue that artists need to engage with their audience on social media, going beyond simply posting content and actively interacting with their followers.
What is the speaker's concern about the growing trend of large teams in the entertainment industry?
The speaker is concerned that these large teams are focused on "day trading attention," using social media platforms like Twitch to gain short-term engagement rather than building lasting relationships with their audience.
What is the speaker's main takeaway about the currency of attention in the digital age?
The speaker emphasizes the importance of understanding the currency of attention in the digital age. They argue that the advertising industry needs to recognize the power of social media platforms like Twitch and adapt its strategies to reach consumers where they are spending their time.
Show Notes
In this episode of the GaryVee Audio Experience, I sit down wit Joel Duncan. We dive deep into the current state of social media and why most people, including Fortune 500 companies, are underestimating its power. The landscape is changing fast, and those who don't adapt will be left behind. I discuss the TikTokification of social media, the rise of one-hit wonders, and the crucial importance of building a deep, engaged audience rather than just chasing viral moments. If you're in the advertising or creative industries, this is a wake-up call. It’s time to rethink your approach to social and understand where attention really lies today. Listen to this one to learn how you can stay ahead of the curve and make a real impact.
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