The Main Reason 99% Of People Can't Grow On Social Media

you want to grow in social media when you post why don't you think what's in it for the other person instead of what's in it for you the main reason 99% of businesses and people can't grow on social is they're selfish they want the likes they want the followers they want to sell something well guess what your audience may not like that and so I think if the world can get more into bringing value all the things they want the questions they'd like to be asked the promotion they would like to do all that works itself out I think that's a perspective change a lot of people need attention is the number one asset Gary Vayner Chuck also known as Gary ve thanks so much for joining us in our Abu dhab Studio thanks for having me so this is our special edition we're looking at a series of episodes looking at the highs lows and the road ahead for social media you know it's propelled a tremendous amount of wealth you talk about this in your new book day trading attention you give some great advice but you also talk about something in particular called the Tik Tok ification sorry of social media can you extrapolate on that yeah social media for the last 15 years has been more like email and email marketing meaning get as many people to sign up for your email send it out and a percentage of them opens it and engages it so I grew up in email marketing for Wine Library and so when social came and I built Gary ve I understood it I'm like let me get as many followers as I can on the Merit of my content and then a percentage of those people will see my content every time about 3 four years ago what you saw was Tik Tok gaining real Steam and what you understood was it was interest graph the algorithm took the content so for everybody's listening the fact that I've spent 15 years doing good work and amassed this huge following quote unquote gives me almost no that's a little bit extreme but I don't have as big of advantage of getting my content out today as I did years ago because now if you make a good piece of content and you've never posted before it could get 500,000 views and I could put out a piece of content that only gets 40,000 views because it and so the algorithms are taking over the feed based on people's interests more so than based on who they follow so I would argue that we are in in social media is no longer about the human part the social graph it's now around the interest graph which is actually more similar to how people consume information so you've already written at least five New York Times Best Sellers one would think that you have sort of saturated the market and there's no new information to give you've already given some new hints at that information what more is there in this book that your seasoned uh Gary ve consumer is going to learn about that's really fun question because I would argue that my publisher always makes fun of me for making books that are not Timeless there was like Gary write a Timeless book you know something that we could sell for the next 50 years I'm like but I don't want to you know and so what I mean by that is to answer your question I've written this book before it was written 10 years ago it was called jab jab jab right hook it was a monster hit I'm proud of it and the reason I wrote this book is so many people have emailed me in the last 12 months 24 months saying Gary I just read jab jab jab right hook thank you it's epic and I'm in my mind saying what are you talking about everything I wrote I mean obviously there's 30% of that book that is still incredibly relevant but so much of it was timely what will the most seasoned Gary ve fan find in this is the details of the ironically a book allows me to go much more detailed than a piece of social media content so this is very academic it's more textbook of a lot of things that I talk about in Social but this is the current state of the seven platforms that matter what's actually happening and then I really gave people a framework of how to think about it consumer segmentations cohorts reading all the comments PCS you know like these are all post creative strategy I go very detailed in it what are the seven platforms that matter because you have a lot of upstarts you have a lot of you know established y platforms y Facebook Twitter x uh Instagram Tik Tok Snapchat LinkedIn and YouTube all right so your book inevitably I think it's safe to say will rise up the charts there's already a book that's sort of entrenched the top of the charts right now now Jonathan hates book The anxious generation his thesis basically being you know there's this great rewiring of childhood causing an epidemic he argues of mental illness mental problems he's talking about tech addiction cell phone addiction do you agree with that thesis at all I know it's kind of a gross oversimplification of his book but it is out there and it's a really hot topic yeah I think look I think I haven't read the book and and I think look I think anything not in moderation is a problem do I think alcohol should have been banned all over the world as it has through the history time I think the world has proven maybe maybe not but probably not it's it meaning anything sugar sugar is a problem if you consume too much of it so you know without knowing what the details of the book are if he's saying being on your cell phone 15 hours a day constantly has some ramifications of course uh my argument is a little bit different which is I think we have a parenting pandemic well that's interesting I mean you know because let me just jump in to say very simple when people stop me at the airport because they know I talk about social media they're like Gary this is a real problem my 14-year-old is on Snapchat all day it's a real problem the easiest answer of any question I have is that I look them in the face and say then be apparent be take it away delete the app moderate at your child like I I think that there there are probably enormous amounts of points in that book that I agree with what I'm fascinated by is that we are in a generation of parenting that is not willing to have children face consequences and ramifications for their actions and I think that's our issue going with that doesn't every generation say that about the generation that follows it and vice versa and yes I think social media Amateur hour compared to what kids in 25 years are going to be doing and in terms of accountability though shouldn't we shouldn't necessarily absolve big Tech either though in that same breath or maybe you just I don't know no no I I fully agree my argument is we are always talking about big Tech we're talking about regulation all the time why aren't we talking about parents that don't have any parenting skills I think our issue is parenting I I don't think that Google or Facebook should get a free pass I think parenting is getting a free pass Point well taken the Tik Tok is still very hot yes around the world right now shows no sign of slowing down except of course for The Regulators yes what are you telling content creators right now and frankly not just content creators those who enjoy Tik Tok as it faces the potential ban it's a long road to being banned in the US what how do people hedge their bets yeah I mean I think I think anybody who relies on on Tik Tok for their career that isn't building out presence on YouTube shorts on Snap Spotlight on Facebook Instagram that's just not smart this goes back to my love affair with accountability what am I telling them that they should be diversifying but they should be diversifying even if there was no ban in front Tila Tequila dominated Myspace if she was if she dominated YouTube and Twitter and Facebook which was the obvious thing to do at the time she would have been more relevant and had more opportunity for a longer period of time forget about banss four years ago I was yelling at the top of my lungs on 500 pieces of content per month get on Tik Tok get on Tik Tok get on Tik Tok tons of Instagram only content creators did not do that and they lost their market share so to me you when when Seinfeld's the number one show on television you run commercials on it and when it no longer is you run commercials somewhere else that's basically what I'm telling everyone here build attention everywhere so that you're not vulnerable what do you make of X right now it's been a tumultous few years y Elon Musk I think it's safe to say his his decisions have created a sort of Mercurial platform what do you make of it it's not the same Twitter used to be I or sorry yeah you know what's funny like I mean it's the same same Twitter X it's been for a while like it is not like from my point of view as someone who studies it pretty hard it's not so remarkably different than the the only difference is he's actually doing things with it like if you're talking about it's contentious every town hall is always contentious it's been the internet's Town Hall it was I I mean I was living in Twitter in 2008 let me make this very clear for everyone it was contentious in there Obama McCain contentious like like it's contentious when you allow everyone to talk to each other and everyone in the world sees the world differently the only difference I see really genuinely is that I'm more Curious than ever what might happen of it meaning will they bring back Vine will it be a streaming service there's been a lot more Feature work like Twitter stayed the same for a long time listen Elon is far from not controversial but you know I think that people um I think sometimes get clouded by their feelings to Elon proen con by the way um I think the platform people debating and not being nice to each other happened long before Elon bought it for social media platforms across the board right now there seems to be a little bit of saturation would you start a new social platform right now because a couple of bit in the dust there was post news which was a media darling for a while and they were going to you know be the place Twitter alternative that went kaput it seems a little bit saturated but look I think we we're in I think I'm very comfortable in saying this every four to seven years Something's Got a real shot that's been the history I'm using history as a predictor would I go for it sure because if you hit it it's as lucrative as it gets you know but are you saying that it's that 99.9% of social media networks that attempt to become a network are going to fail I agree what's the biggest misconception people have about artificial intelligence that's not even the thrust of this podcast this podcast series but I would be remiss if I didn't ask you that because it is everywhere it's on the tip of every tongue that it's more similar to the internet itself than let's say some other feature it is such a big technology it's an inevitable outcome in our society you don't put the genie back in the bottle with technology and I think the biggest misconception is it's going to kill jobs when in fact it's going to create tons of jobs so everyone was mad at the tractor cuz it eliminated all the jobs in the farm only allowing us humans to go do more profound things AI is going to do I believe AI is going to eliminate jobs you beta do I think it's also going to create jobs and opportunities for people that we can't even think of I do so I think people decided and this goes with social media as well social media and AI sit in a very similar place with the world's feelings right now which is people choose cynicism people choose negativity the biggest misconception is all the things that everyone thinks are going to be bad may be true but they're spending no time on all the things that are going to be good we're storytellers we're a news organization But ultimately we are storytellers yes and the big argument back and forth is how long should this video be how long should this piece of content be are attention spans getting shorter or are people just not very good at storytelling is there truth somewhere in between um intention spans are not shorter people are binge watching Eight Episodes of Netflix for 7 hours on a Saturday afternoon and then people are not watching a six-second video after one second because it's a piece of crap um by the way this is why I wrote this book there is science around art to be good at short form content and to your point the skill of Storytelling matters people will watch a three-hour film if it's good and they won't watch a 10-second video if it's bad so this is a merit-based game I also remind people that these mediums didn't exist 30 years ago we didn't have the option to watch a lot of short form video it's not how the world worked and so there was a time where people said magazines were short form and they were bad because they weren't books by the time we were all growing up magazines were normal kids that are born today won't even know what you're talking about when you talk about short form content because it was just always there for them and something else I always ask people on this podcast and you have a jam-packed schedule you've done a lot of these interviews you talked a lot about your book is there anything that I'm not asking or is there anything that other people haven't asked you about this book that you want people to know anything that's getting missed it's very kind how you're asking it honestly in The Meta of the way you ask that I go on programs not particularly excited about getting something off my chest or or you know I could do plenty of my own promoting to get my things done I'm obsessed with bringing value so you're being very gracious to me in that question I in return can tell you what I think has worked for me and I wish more people were doing this when I go do something like this I'm desperately trying to bring value to your audience I'm not trying to extract out a book sale I'll take it but I feel like I want to earn that by actually bringing value in it and I think it's a fun way to like wrap this up I think more people in the world actually here's a fun way to say it you want to grow in social media when you post why don't you think what's in it for the other person instead of what's in it for you the main reason 99% of businesses and people can't grow on social is they're selfish they want the likes they want the followers they want to sell something well guess what your audience may not like that and so I think if the world can get more into bringing value all the things they want the questions they'd like to be asked the promotion they would like to do all that works itself out I think that's a perspective change a lot of people need I'm not just trying to be nice a lot of people know who you are we have people working on this particular production from Egypt from India from the United States from the UAE everyone knows when I said we might have Gary V they said oh that's great that's wonderful my question is at this point it's my last question what is your weakest demo is there a demo out there where you think man I wish I could crack that or I just haven't really touched upon that yeah that's a good question you know the DAT what what I'll give you the answer the weakest the demo that most struggles with me or I most struggle getting is the demo that doesn't like the energy there's a lot of people who would prefer to take a slow walk in a mountain with the breeze going and a little birds in the background and there's other people that want to go to a sporting event I'm the audience that struggles with me or I struggle to capture struggle with how hyper and excited I am and that is something that I am empathetic to you know I think for people that can deal with the excitement with the adrenaline with my excitement I think they can see to the Merit of the meet and so you know I'm not sure I'm ever going to be able to win quote unquote over that audience because I think a great thing to end with is I'm really bad at being anything but me and I think too many people you know you know this talk about how the world a the word authenticity is thrown around so glib and so ridiculously I actually think that something that's worked out for me was I knew myselfy pretty well by the time this all started happening for me and I knew that I wasn't going to be able to not be me anyway and so I just lean into that and so I think yeah some people that just want a little more calm I give a little bit too much for them and and you know I think uh that's just how the chips are going to play out [Music] oh

Channel: GaryVee

Views: 19,964

Keywords: Gary Vaynerchuk, gary vee, gary vaynerchuck, garyvee, social media strategy, social media growth, social media advice, how to grow on social media, marketing, marketing 2024, garyvee marketing advice, the national, uae podcast

Id: GcH8bGw3scs

Length: 17min 0sec (1020 seconds)

Published: Wed Jun 26 2024