The Future Of Marketing: AI, Social Media, & Consumer Attention | GaryVee @ Advertising Week Europe — Transcript

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1. 0:00The information that is being consumed
2. 0:02by the 8 billion people outside this
3. 0:03room, it is predominantly coming through
4. 0:05this. And the thing that is most
5. 0:07dominant on this for attention is social
6. 0:10networks. And until we swallow that pill
7. 0:12that so many of us have not wanted to
8. 0:14and understand that the creative that
9. 0:16works in there is the work. And
10. 0:18especially now, I don't think it's lost
11. 0:19on anybody that's close enough to this.
12. 0:21The algorithms flipped 3 years ago and
13. 0:23now we're completely interested. Organic
14. 0:25reach measures relevance. That's insane.
15. 0:28we finally can measure creative honestly
16. 0:30we can hold creative accountable. I'm
17. 0:32sure it is not lost on anyone how much
18. 0:35advancements of uh we're seeing in the
19. 0:38AI space and I'm sure it's creating a
20. 0:41lot of you know anxiety and concern I'm
21. 0:44sure for a lot of people in our industry
22. 0:46and the truth of the matter is that like
23. 0:47it's super real like we can be
24. 0:51selferving and selfish and hopeful and
25. 0:54delusional
26. 0:56grounded in our self-interest
27. 0:58about why it's not this or is Is it
28. 1:01ethical or that that you know
29. 1:04emotionally ideological? But like the
30. 1:06reality is like we are going to be
31. 1:09making one hour videos for $4
32. 1:14that take 19 minutes and that used to
33. 1:17cost $800,000
34. 1:20and 9 months and this has a higher
35. 1:23likelihood of working than what we all
36. 1:26did. I mean, this is like I feel so
37. 1:29interested in that what I've been
38. 1:32talking about, which is like, hey,
39. 1:33social media is real and like we have to
40. 1:35stop putting television or bad reporting
41. 1:40or awards on a pedestal. And now I feel
42. 1:43like what I was talking about is like
43. 1:45minor leagues compared to what I think
44. 1:48we're happening, what's about to happen.
45. 1:50However, what I would say is what I've
46. 1:53been talking about will play out again
47. 1:56in this AI forward world, which is
48. 2:00if you are not common sense centric, if
49. 2:03you you know, we talk about consu this
50. 2:05is like I want to talk to everybody in
51. 2:07this room like humans, not like we're at
52. 2:09a business thing. Like this industry
53. 2:12loves to talk about like we're consumer
54. 2:13centric and does work and runs media
55. 2:17that is the opposite of consumer
56. 2:19centric. I know you know that as a
57. 2:21human. You may not act on it or even
58. 2:24talk about it as an executive or being
59. 2:26in the industry, but I know you know it
60. 2:28as a human. I know not one human being
61. 2:31here has clicked a banner ad in a
62. 2:33decade. I know that. Right? And I know
63. 2:37that if your life depended on it, your
64. 2:40family's well-being depended on it. And
65. 2:42I gave you a million pounds or euros to
66. 2:45make something sell that you would spend
67. 2:48it differently than what we often in
68. 2:50this industry recommend and do. So, you
69. 2:53know, I think what I'm most passionate
70. 2:55about forever, how I got into this
71. 2:58industry, is I'm most passionate about
72. 3:00where the actual consumer's attention
73. 3:02is.
74. 3:04You know, it's funny. I I was an
75. 3:06academic with my marketing. I got into
76. 3:08the industry 15 years ago on the back of
77. 3:10doing marketing for my family's wine
78. 3:12store and and I could see that things
79. 3:16were changing in 2006 78 and saw an
80. 3:19opportunity as I've been in marketing in
81. 3:21the industry for the last 15 years. I
82. 3:23learned all the terminology. I learned
83. 3:26the core principles and I've I've smiled
84. 3:28along the way because I realize in a lot
85. 3:31of ways even though I've talked a lot
86. 3:33about disrupting it and things of that
87. 3:35nature, my principles are incredibly
88. 3:37classic. Like for example, the main
89. 3:41reason in hindsight, I couldn't
90. 3:43articulate this when I came out the gate
91. 3:45because I didn't know the proper
92. 3:46terminology, but in hindsight, the main
93. 3:50reason I've always loved social media
94. 3:52and the distribution of creative on it
95. 3:54is it allows you to win on relevance.
96. 3:58You know, I I just can make 50. You
97. 4:00know, when I look at this, when I look
98. 4:01at all of you right now and I'm
99. 4:02thinking, I want to sell this PayPal
100. 4:04beverage to all of you, it's
101. 4:06inconceivable to me that one video can
102. 4:09make it happen. I feel like I have to
103. 4:11systematically put you into micro
104. 4:13groupoups or even individual groups and
105. 4:16create words, videos, and pictures that
106. 4:19might compel you through relevance to
107. 4:22consider drinking it.
108. 4:24So, I I think we're living in the golden
109. 4:27era of that. I believe that what is very
110. 4:30clearly starting to hit the ether of our
111. 4:32industry is that social creative is now
112. 4:37moving to the forefront. I can tell you
113. 4:40cuz I'm in the trenches with all of you
114. 4:41like our company the scopes we signed in
115. 4:442025 in fee for social creative are 10
116. 4:4920x what we were getting the year
117. 4:51before. So the speed in which the
118. 4:53dollars are going we are as a so uh to
119. 4:56take a step back I'm making too many
120. 4:58assumptions. Vayner media we are
121. 5:00full-fledged media and full-fledged
122. 5:01creative in every category social
123. 5:04digital and traditional. We have dozens
124. 5:07of creative aos
125. 5:09in on that side of the equation we have
126. 5:12much bigger scopes for the social
127. 5:14creative in fee than the above the line
128. 5:17creative in fee. And I know all of you
129. 5:19are starting to see that because I'm
130. 5:20enough in the business world and it
131. 5:22happened fast. There are clients where
132. 5:24we were the social partner getting
133. 5:26700,000 in fee for the year and the
134. 5:29creative AR anomaly droga wine whatever
135. 5:31they were getting 4 million and then and
136. 5:33in 18 months it flipped and I think
137. 5:36we're never going back. I I would tell
138. 5:39you all I just think it's all wrapped up
139. 5:42now especially because I think it's the
140. 5:44AI overlay on top of this. You know I
141. 5:47just like anything in life it takes like
142. 5:49six things to make the thing happen.
143. 5:50This isn't just that though it was
144. 5:53happening anyway the industry was
145. 5:54starting to get into a social first
146. 5:55environment. I think the acceleration of
147. 5:59what AI is going to do for creative is
148. 6:00going to get it's just getting hard for
149. 6:02a Fortune 500 to get excited about
150. 6:04spending $1.3 million on making a single
151. 6:0830 secondond video and spending5 to$10
152. 6:10million to amplify that and then do
153. 6:12matching luggage and digital and social
154. 6:14to support the idea that we guested in a
155. 6:16room like this which is based on
156. 6:18politics and insecurities and guessing.
157. 6:22So I think that's where we're at. I
158. 6:24think the craft, you know, it's funny
159. 6:28going through this industry.
160. 6:30I remember maybe the third or fourth
161. 6:31year I was at CAN. It was like 2:00 in
162. 6:34the morning at the Carlton and some
163. 6:36extremely
164. 6:38drunk creative director from a holding
165. 6:40company came up to me. He's like, "You
166. 6:42know what? I really [ __ ] hate you."
167. 6:45I'm like, "All right, here we go." I was
168. 6:47like, "Here we go." Um, but I'm like
169. 6:49pretty good in that setting because I
170. 6:51understand the context. I'm like, "Go
171. 6:52ahead." He's like, "You don't care about
172. 6:56the work."
173. 6:58And it was a really, it's a the reason
174. 7:00I'm telling this story 8 10 years later
175. 7:02is it's a really important moment in my
176. 7:03career. I looked at him like, "Brother,
177. 7:05I'm the only one that cares about the
178. 7:06work." And it was funny. He sobered up
179. 7:09quick and we had this really interesting
180. 7:11conversation. I said, "The way our
181. 7:13industry considers the work is for
182. 7:16ourselves. We're insular."
183. 7:19I'm like, you're telling me that the
184. 7:21awards that are going to be given today
185. 7:24that is all politics and already thought
186. 7:26out. You all know like that's the work.
187. 7:29I care about someone actually seeing a
188. 7:32video or a picture and actually buying
189. 7:35something. This is called marketing.
190. 7:38This isn't called second rate art.
191. 7:41And we need to consume that and be
192. 7:43[ __ ] accountable to that. And one of
193. 7:45the reasons
194. 7:47that over the last decade so much
195. 7:49marketing has gone in-house
196. 7:51is because we haven't been good enough.
197. 7:54That's real [ __ ] talk. And so I'm
198. 7:57actually very passionate about this
199. 8:00industry. I want agencies to succeed. I
200. 8:03spend time with my direct competitors
201. 8:06and try to add deposits and help them
202. 8:08grow cuz I want it for us. Meaning I
203. 8:12don't view that as a negative. we're
204. 8:13going to go in and pitch and it's going
205. 8:14to be a subjective call. You know what I
206. 8:15mean? Like I don't feel like that's
207. 8:16hurting Vehner. I think we can all be
208. 8:18there, but we as an industry are really
209. 8:22need to wake up and like it's the the
210. 8:24doors are closing in quick and we just
211. 8:27need to be dramatically more consumer
212. 8:28centric and the information that is
213. 8:31being consumed by the 8 billion people
214. 8:33outside this room, it is predominantly
215. 8:35coming through this. And the thing that
216. 8:38is most dominant on this for attention
217. 8:41is social networks. Yes, there's gaming
218. 8:44and there's utility apps. And until we
219. 8:47swallow that pill that so many of us
220. 8:49have not wanted to and understand that
221. 8:51the creative that works in there is the
222. 8:54work. And especially now, I don't think
223. 8:56it's lost on anybody that's close enough
224. 8:57to this. The algorithms flipped three
225. 8:59years ago and now we're completely
226. 9:01interestbased.
227. 9:03It organic reach measures relevance.
228. 9:07That's insane. We finally can measure
229. 9:09creative. Like honestly, we can hold
230. 9:11creative accountable.
231. 9:13I think that's that's what I really am
232. 9:16passionate about and like that's where
233. 9:17it's going. And until we have a
234. 9:19distribution change, which might be the
235. 9:20meta glasses in 6 years, might be
236. 9:23something else, but until we have a
237. 9:24distribution change, this is it. And I
238. 9:28think the people that most understand
239. 9:29how to storytell in that environment and
240. 9:32understand the best practices. We we at
241. 9:33Vayner we call it pack platforms
242. 9:35algorithms and culture.
243. 9:38I think it's really simple to understand
244. 9:39like if you want to sell something in
245. 9:41this market in Thailand in Boston in Rio
246. 9:45di Janeiro which platforms have the
247. 9:48attention and how do they work? How does
248. 9:50the algorithm work? So, what what
249. 9:52creative units? I I'll give you a real
250. 9:55life example. This may help some of you.
251. 9:57I hope it does. One second videos on
252. 9:59Facebook proper right now are dominant.
253. 10:02So, most people will post a picture and
254. 10:05you'll post it. If I made a picture
255. 10:07right now and posted it on Pepsi's
256. 10:10Facebook in Europe and posted it, it
257. 10:14would and let's just say whatever the
258. 10:16reality of how many followers and the
259. 10:17algo if that got 8,000 reached people.
260. 10:21If I made the same exact thing, but I
261. 10:23made it a one second video instead of a
262. 10:25picture, which is a picture,
263. 10:28it would get a 100,000 views
264. 10:31and it would get 14 more comments, which
265. 10:34would give me more consumer insights and
266. 10:36then I could do it again. That level of
267. 10:39craft, people love to talk about craft
268. 10:42in this industry.
269. 10:44craft, which for a common sense man like
270. 10:48me equals let's spend a lot of [ __ ]
271. 10:51money on production.
272. 10:54That means nothing to the business.
273. 10:56That's how I when I when someone's like
274. 10:58you I care about the craft. I'm like you
275. 11:01have lost your way. You're in the ether.
276. 11:03We're in the mckery of marketing for the
277. 11:05sake of marketing not remembering what
278. 11:07we all do here for a living.
279. 11:09And so my tough love, my push back, my
280. 11:14passions, my different take over the
281. 11:16last decade has been more about what is
282. 11:18happening now, which is this industry
283. 11:21doesn't need to exist.
284. 11:23Every one of us, very likely, I would go
285. 11:27with now, if we're in marketing in 10
286. 11:30years, are working at a brand, not an
287. 11:32agency.
288. 11:33>> And we [ __ ] blew it.
289. 11:36Thank you.
290. 11:39All right, that's like the things on my
291. 11:40mind in a macro. I can go anywhere.
292. 11:42Influencer marketing, AI, influencers,
293. 11:45gaming, live social shopping. I'm
294. 11:47obsessed with um let's just do Q&A.
295. 11:51>> Yes. What's your name?
296. 11:52>> I I'm Maddie.
297. 11:53>> Maddie.
298. 11:53>> I'm from Tiffany and Co.
299. 11:55>> Amazing.
300. 11:55>> Um and I'd love to have your take on
301. 11:59>> creator content and and keeping up at
302. 12:02speed for luxury brands. Is there anyone
303. 12:04that's doing it really well? Um, I have
304. 12:06a lot of kind of barriers around brand
305. 12:10safety. Yeah. Um, and very much leading
306. 12:13on creator content as well at the same
307. 12:16time. So,
308. 12:17>> yeah. I mean, I I don't know if it's
309. 12:18right. I think here's a couple things.
310. 12:21As soon as you said I'm a Tiffany and
311. 12:22Co., you know where it's going, right?
312. 12:24Like th this industry, Fortune 5,000
313. 12:27companies with marketing and social
314. 12:29first new environment in general. I
315. 12:33mean, we have some brands that are
316. 12:34toilet paper and treat themselves like
317. 12:36they're Tiffany's, right? So, you have
318. 12:38all those feelings, but then when you're
319. 12:40actually one of them, it adds another
320. 12:42level of complexity. And now, I'm sure
321. 12:44not lost anyone, especially for brands
322. 12:46like yourselves, all of a sudden the
323. 12:48Instagram grid has become like the TV
324. 12:50ad. The emotion, I mean, I'm in meetings
325. 12:53with high-end brands where they they're
326. 12:55literally treating a single post on
327. 12:58Instagram like it's a [ __ ] Super Bowl
328. 13:00spot, right? and so have you all like
329. 13:03rounds of revisions. It's so against the
330. 13:06way that social should work. So I would
331. 13:08tell you the I'm going to throw
332. 13:10something out here that might help a lot
333. 13:11of you. The people that have really
334. 13:13cracked this in my opinion in luxury
335. 13:15have realized what handle strategy
336. 13:17means. Creating another handle
337. 13:22at casual Tiffany's
338. 13:24>> and giving the creative team the ability
339. 13:26to be a little more casual in that
340. 13:28handle. Because as you all know, no
341. 13:30longer do we need followers to get
342. 13:32reach. So once we switched from needing
343. 13:35followers, this whole strategy has
344. 13:37opened up for us. It's been huge for us.
345. 13:39Please take it, steal it. Here it is.
346. 13:41Like I think it will help you because
347. 13:42what you're trying to get out of is the
348. 13:44politics of the internal team. There's
349. 13:45nobody at Tiffany's that is deeply
350. 13:48grounded enough in pack to know that the
351. 13:51subjective opin here's what actually let
352. 13:53me say it this way. This may help you.
353. 13:55Here is my full presentation. When we
354. 13:57work with an extreme luxury brand, we do
355. 13:59the meeting, it gets to this point, we
356. 14:01all know what they care about. Like,
357. 14:03this is a 150year brand of luxury, Gary.
358. 14:06[ __ ] you. Okay, fine. I get it. I then
359. 14:09put on the screen, take my phone,
360. 14:11airplane in, and I type in Tiffany's on
361. 14:14Instagram, search, enter, and I show
362. 14:17them 900 posts about Tiffany's in the
363. 14:20last 24 hours. And I asked them, are you
364. 14:24controlling the brand?
365. 14:26Our one [ __ ] post a week
366. 14:30to the 900 post like this. This industry
367. 14:34is stuck in a book that was written in
368. 14:371991 called How Brands Grow.
369. 14:41If you unpack the process of how people
370. 14:44do creative, it is grounded in that.
371. 14:47That book was written before the
372. 14:49internet.
373. 14:52controlling the brand is just a fake
374. 14:56ideology.
375. 14:58It's, you know, and so we need to win on
376. 15:01relevance,
377. 15:02which means we need a lot more creative.
378. 15:05And like if you want someone who's just
379. 15:07become newly found wealthy, who's 29
380. 15:11because they had an big exit of their
381. 15:13startup and you want them in, that's a
382. 15:15very different [ __ ] picture in video
383. 15:17than third generation wealthy gal from
384. 15:20the Upper East Side and we need them all
385. 15:23to get them in. So I think handle
386. 15:26strategy might work. I think having I So
387. 15:29here's something again for people. We
388. 15:31the I will tell you one of the other
389. 15:33things in the last 24 months that's
390. 15:34changed our company and we've had a lot
391. 15:36of growth is that I've finally put my
392. 15:37foot down on something we call elephant
393. 15:39meetings. The other thing that has
394. 15:42worked for us is we're just telling the
395. 15:44[ __ ] truth with no wavering. And and
396. 15:47if you believe that there's a different
397. 15:49way to do it then you just need to have
398. 15:51an elephant meeting and show them the
399. 15:53900 posts in the last day and be like in
400. 15:55a world of this what do you want from
401. 15:57me?
402. 15:59you know.
403. 15:59>> Yeah.
404. 16:00>> But I don't know if anyone's doing it
405. 16:02right. I think I think people there's
406. 16:06two things that are slightly wrong in
407. 16:08this world. They're they're treating
408. 16:10social like print.
409. 16:13It's really wrong. Um again, even that
410. 16:16one second video versus a picture like
411. 16:18they're for me. We are trying to
412. 16:20maximize on reach cuz it is earned.
413. 16:24Here's here's something I talk about
414. 16:25internally that might really land for
415. 16:26all of you. This is going to make a lot
416. 16:27of sense to all of you. For the last 70
417. 16:29years, working media
418. 16:33has been disguising bad creative.
419. 16:38Today,
420. 16:40working media should be used to amplify
421. 16:42good creative.
422. 16:45We are spending billions of dollars in
423. 16:47media at Vayner, which is unusual for a
424. 16:49creative shop, right?
425. 16:51In when we have the client fully our
426. 16:53way, which is obviously 20% of the time,
427. 16:56maybe maybe 10,
428. 16:59we don't spend a dollar on media on a
429. 17:01piece of creative unless it overindex it
430. 17:03organically.
431. 17:04Not a dollar. We even have clients that
432. 17:07are in year two that have taken down
433. 17:09their working media budget and put it
434. 17:11into creative because that's what
435. 17:13actually happens in this. I actually
436. 17:15predict that this the split is at the I
437. 17:19at the next maybe call it three years
438. 17:22from now which I think will be the apex
439. 17:24moment of social creative at scale. I
440. 17:26believe the mix will be 50/50 creative
441. 17:28and media instead of 8020 on a good day.
442. 17:32So I think a lot of changes soon.
443. 17:34>> Um I'm a cash. I'm founder of Fable and
444. 17:36Main. So it's a hairare brand at
445. 17:38Sephora. Yes. And um I wanted to ask
446. 17:40because in the beauty industry you're
447. 17:42probably seeing a lot of celebrity
448. 17:43brands popping out and now when I'm
449. 17:45working with the likes of Sephora it's
450. 17:47all about following the founder of
451. 17:49celebrity. Yes.
452. 17:50>> So as a non celebrity founder brand I'm
453. 17:53trying to think about my own founder
454. 17:55strategy to grow the business.
455. 17:56>> Yes.
456. 17:57>> Um what tips do you have for like
457. 17:58founder brands for the founder social? I
458. 18:01mean, there's two ways. I think my
459. 18:03number one piece of advice in this
460. 18:05scenario is don't be half pregnant,
461. 18:08right? So, um I I'm entertaining myself
462. 18:12up here. Uh I don't think you need to do
463. 18:16what I did. I really don't. I don't
464. 18:19think everybody needs to build their
465. 18:21personal brand. I think you can and I
466. 18:24think it's a massive weapon, but you
467. 18:26also have to be self-aware. If you are
468. 18:28like deeply like passionate about being
469. 18:30the operator and you're and you wake up
470. 18:32in the morning and you love supply chain
471. 18:34and I mean this I mean like I'm not that
472. 18:36many people do but like I like weird
473. 18:38stuff like you might like supply chain
474. 18:40or or you like being a leader or you
475. 18:42you're more COO, right, than
476. 18:45personality.
477. 18:47I I don't think it's going to work
478. 18:49anyway. You can get to a certain place,
479. 18:51but I'm sure here we all know like
480. 18:53there's things we're naturally talented
481. 18:54at and our ceilings high and there's
482. 18:56things that we're not as naturally
483. 18:57talented at. Now, we may work on it like
484. 18:59I've worked on my health and fitness.
485. 19:00It's better than it was 10 years ago,
486. 19:01but I'm never going to be a [ __ ]
487. 19:03Adonis superstar athlete, you know, like
488. 19:05we have ceilings. So, I think but if you
489. 19:08decide you can do it and you're into it,
490. 19:10then you got to go allin. You've got to
491. 19:11do a weekly podcast interviewing people
492. 19:13from the industry and influencers.
493. 19:15You've got to create a format of content
494. 19:17that is replicatable for you. Like, you
495. 19:20know, um 10 years ago, I knew that this
496. 19:24really mattered and I decided to film
497. 19:26myself every minute, much to the chagrin
498. 19:30of the entire human world and and took a
499. 19:32lot of cynicism and people really had
500. 19:34things to say, mainly behind my back,
501. 19:37but even occasionally to my face. But I
502. 19:40knew that I was just working 15 hours a
503. 19:41day and I wasn't going to make content.
504. 19:44But I knew there was content every
505. 19:45second I was living and I knew that I
506. 19:47was in control of the post-production.
507. 19:49And it really changed everything for me.
508. 19:53Um, right now the most famous people in
509. 19:55the world emerging to Gen Alpha are IRL
510. 19:58streamers fully streaming their life
511. 20:00247. The next level of what I did mine
512. 20:03was filmed and then out. This is [ __ ]
513. 20:05live live, right? And so, you know, I
514. 20:08think you have to find a way. Uh,
515. 20:10another way is going on podcasts
516. 20:13regardless of the size. One thing I did
517. 20:15in 15, 16, and 17 that was confusing to
518. 20:17a lot of people and now people that are
519. 20:19really deep in personal brand
520. 20:20understood, I would go on very small
521. 20:22podcasts cuz I won twice. At that point,
522. 20:25I already had a little bit of juice. So,
523. 20:27I was putting on someone, which is karma
524. 20:29is a real currency, my friends. If I if
525. 20:32you believe with anything I'm saying
526. 20:34here, let me leave you with this.
527. 20:36doing good things is wildly ROI
528. 20:39positive. So I was at a place where I
529. 20:42could pick a podcast that was just
530. 20:43starting and said yes and gave up my
531. 20:45most valuable asset which is my time but
532. 20:48it wasn't completely selfless. Yes, I
533. 20:51would be on a show that then would
534. 20:53clearly use my name and get their guests
535. 20:55and many big podcasts today did that and
536. 20:57it feels incredibly amazing. But I also
537. 21:00got the 30 minutes of content
538. 21:03and I didn't have to do [ __ ] just had
539. 21:05to answer questions, right? So, you
540. 21:07know, I think finding a format, but I
541. 21:10think you could go on a 25 to 50 podcast
542. 21:13tour
543. 21:14over and over. There's some distribution
544. 21:16from that podcast, but the clips that
545. 21:18come out can become ammo for you to use
546. 21:20on LinkedIn and Instagram and things of
547. 21:21that nature.
548. 21:22>> Um, you mentioned about kind of comments
549. 21:24and taking the consumer insight for
550. 21:26that.
551. 21:27just eat post on social and you've got
552. 21:30rider issues, cold food, there probably
553. 21:33a few people the same thing I've done it
554. 21:35before. Um what's your advice for kind
555. 21:37of handling those? We can't all be right
556. 21:39there and you know abuse people but
557. 21:42>> which is a good strategy right and but I
558. 21:45think any advice on on managing that and
559. 21:48trying to turn that I'm looking for
560. 21:49ideas to try and turn that into a tool
561. 21:51and a weapon to manage
562. 21:53>> yeah by the way it's how I started my
563. 21:55company the way I built my dad's wine
564. 21:57store in the Twitter 2007 era was
565. 22:00replying to every person good or bad
566. 22:03>> I think look some of us have business
567. 22:06issues that are so massive
568. 22:08even if we accept accountability, it's
569. 22:11not like we can change out of plastic if
570. 22:14that's what they're complaining about
571. 22:15tomorrow, right? So, you know, for a
572. 22:18business, I think replying to anything
573. 22:21that you could be accountable to and
574. 22:22owning that within social that's an easy
575. 22:25fix or a refund or like something
576. 22:27clever, a t-shirt, like however you want
577. 22:30to play it. I think you always do that.
578. 22:32And then on the things that are like
579. 22:34ingrained, you got to really sit and
580. 22:36bring those to the boardroom or into
581. 22:37your own head and be like, what are we
582. 22:39doing about this? But like I will tell
583. 22:41you that the consumer insights of a
584. 22:44model that we do, which is for most of
585. 22:47our clients, we're posting 4, 7, 15
586. 22:50pieces of creative a day in social.
587. 22:54The amount I would argue that the
588. 22:56consumer insights that come out of that
589. 22:58creative is worth the price of
590. 23:01admission.
591. 23:02In fact, we have been funded in our
592. 23:04growth on our creative product from
593. 23:07consumer insights P&Ls the second year
594. 23:09because we're build bringing actual
595. 23:11consumer insights while our clients are
596. 23:14paying for like [ __ ] reports from
597. 23:15like Forester or something.
598. 23:17>> Um, so I want to hear your insight about
599. 23:21B2B influencer.
600. 23:22>> Oo, I'm thank So that's a great one. B
601. 23:25uh B2B influencer marketing.
602. 23:28>> Yes.
603. 23:28>> So that's epic. So that's probably the
604. 23:31thing that I'm most excited about in my
605. 23:33lab that hasn't really hit the ether.
606. 23:36Like if I've put out a lot of content,
607. 23:38you won't find a lot for me on B2B
608. 23:40influencer marketing because the last 6
609. 23:42months I've actually been very deep in
610. 23:43it. So a I think LinkedIn is
611. 23:46disproportionately the most underrated
612. 23:47social network. I I believe if you sell
613. 23:51food, beauty products,
614. 23:54sneakers, you should be treating
615. 23:55LinkedIn the way you treat Instagram and
616. 23:57Facebook and Twitter and Tik Tok.
617. 24:00There's just so much reach from content.
618. 24:03That has always been a thesis of ours. I
619. 24:06personally have felt the effects of B2B,
620. 24:08you know, influencer life for my
621. 24:10business and have been studying it for a
622. 24:12lot of SAS businesses and on a lot of
623. 24:14boards and investments I've made. I've
624. 24:17done founderled and nonfounder-led
625. 24:20content in LinkedIn. From an influencer
626. 24:22standpoint, that has been remarkable. I
627. 24:24think the single two most interesting
628. 24:27things that are happening in influencer
629. 24:29marketing is a AI influencers,
630. 24:32influencers that are not human beings.
631. 24:33And that's a really important
632. 24:35conversation cuz I believe everybody
633. 24:37that owns their business is going to be
634. 24:39in the intellectual property business.
635. 24:41They're going to own 10 influencers, not
636. 24:43rent it out. That's a different story.
637. 24:46And number two is B2B influencers. I
638. 24:48think next year, this year, it's going
639. 24:50to be a big conversation. And I think a
640. 24:52lot of people who've built audiences on
641. 24:55Twitter and on LinkedIn are going to
642. 24:57start getting big paychecks from B2B
643. 25:00companies in the way that we've seen in
644. 25:02B toc the last 3 to four years.
645. 25:05>> Go ahead.
646. 25:06>> Yeah. Yeah, I can.
647. 25:07>> Because I find my my main challenge is
648. 25:10finding influencers on LinkedIn and and
649. 25:12Twitter. For example, I tiers to promote
650. 25:16my platform. So I search it's not on
651. 25:20YouTube it's easy videographers
652. 25:21cinematographers and then I get a whole
653. 25:23list and I can see them according to
654. 25:25viewers according to engagement
655. 25:27according to thousand things but in
656. 25:29LinkedIn there are very few that have a
657. 25:32lot of followers and even them see the
658. 25:35engagement on specific post only now
659. 25:37they started videos on LinkedIn but I
660. 25:39see that the engagement is very low so
661. 25:42it's not marketing millennials or
662. 25:44>> yep
663. 25:46>> so who how even hashtag uh like so they
664. 25:50could find them.
665. 25:52>> Yeah. I So look, I think first
666. 25:54>> Twitter same thing.
667. 25:55>> Yeah. I think what I tend to do when I
668. 25:58need to find longer tail is I hire
669. 26:01hand-tohand combat, you know, humans to
670. 26:04do the research. It's there. Like if you
671. 26:07if you use Chat GBT right now and Google
672. 26:09and Perplexity and and say who are the
673. 26:12top 100 followed people on LinkedIn, you
674. 26:14will land on a page. I've done it
675. 26:16multiple times myself on a page that
676. 26:18will show you the first 20 and ask you
677. 26:19for money for the rest and is well worth
678. 26:22your money for that. So, it's it's out
679. 26:24there because I' I've spent some real
680. 26:26time on this. Um
681. 26:28I I think it's just it's 50 to 100 hours
682. 26:32of finding them and then creating a
683. 26:35constant flow. But I think the other
684. 26:38thing to your credit of why it's hard to
685. 26:40find and why I reacted the way I did,
686. 26:43it's also not a big conversation right
687. 26:45now. What's about to happen is it's
688. 26:48about to become a huge conversation and
689. 26:50then inevitably Adage is going to write
690. 26:52the top 50 [ __ ] B2B influencers
691. 26:55article and that will help you. Somebody
692. 26:56will build a database and you know like
693. 26:58it will just start. It's just starting
694. 27:00to bubble up. But yeah, I mean, I'm on
695. 27:03the receiving end of it because I'm
696. 27:04always in that top 25 list. And and the
697. 27:08economic impact of a B2B influencer is
698. 27:11no different to why B2B companies do
699. 27:14more sales than marketing. Like, it's
700. 27:17going to be very ROI positive. It is
701. 27:19going to be very lucrative. I think B2B
702. 27:22influencers are going to make some real
703. 27:24money. I really do. I think podcast is a
704. 27:28good place for you to look, too. That's
705. 27:29where I found a bunch cuz you can go to
706. 27:31Spotify and Apple and look at the top
707. 27:32200 and there's some categories of like
708. 27:34tech like you you'll see it's it's
709. 27:36definitely bubbling
710. 27:38authors, you know, people that are
711. 27:40writing books that don't sell well, but
712. 27:42they but you know, but but there is a
713. 27:44little bit of juice for them on
714. 27:45LinkedIn. So, I've done Amazon searches
715. 27:48for like deep tech and SAS and to see
716. 27:50who wrote a book and then go look at
717. 27:53their LinkedIn. Time to go already.
718. 27:55>> Yeah.
719. 27:55>> [ __ ]
720. 27:58>> Go ahead. sneak it in.
721. 27:59>> Um, Ash from Tech Creative Agency.
722. 28:02>> Um, my question was on are you going to
723. 28:04see brands migrate away from creators to
724. 28:09perhaps AIEL avatars to have more
725. 28:12control?
726. 28:12>> 100%.
727. 28:14>> What the influencers did to celebrities,
728. 28:16AI influencers are about to do to
729. 28:18influencers and they're going to cry
730. 28:19about it and the hypocrisy is going to
731. 28:22be fascinating.
732. 28:24It's it by the way in a real [ __ ]
733. 28:27way. Every person here has interacted
734. 28:30and consumed an AI influencer and has no
735. 28:33idea. There's the ones that you do know
736. 28:35like those the sleazy, you know, only
737. 28:37fan type girls. You could see you could
738. 28:38see they're not real. Every person here
739. 28:41has consumed an AI influencer piece of
740. 28:44content and don't know they did. And
741. 28:46it's that's today. In 24 months, it's
742. 28:49going to be like,
743. 28:50why in the world would you not own your
744. 28:53influencer? No risk. You own the IP. You
745. 28:56can monetize it. You start off using it
746. 28:58to build your business and the [ __ ]
747. 29:01thing for some reason has a million
748. 29:02followers. You're like, "Wait a minute.
749. 29:03I can get 10,000 from this fashion
750. 29:05brand. People are going to subsidize
751. 29:07their marketing by owning their
752. 29:08influencer." Now, the issue is there's
753. 29:12only 8 billion people on Earth.
754. 29:14I think in about 24 months I'm going to
755. 29:16have 8 billion influencers myself. So I
756. 29:19I do think that we're going to learn
757. 29:21what supply and demand means. You know,
758. 29:23one of the reasons I was able to build
759. 29:25my career was I was first on all these
760. 29:26platforms. So I got to a million
761. 29:28followers on Twitter when there was 8
762. 29:30million people on Twitter.
763. 29:32You know, if I today where I am at tried
764. 29:36to start my process of getting to a
765. 29:37million followers on Twitter with 100
766. 29:39million people on the platform, good
767. 29:40luck. It's just supply and demand of
768. 29:42attention. So, I think it's going to be
769. 29:45interesting. I think the people that
770. 29:46move first like this year will get some
771. 29:49real benefits, but every nancond it's
772. 29:51going to get harder cuz I'm really
773. 29:52sorry.
774. 29:53>> Sorry. Bye. I'm sorry. I'm sorry. Bye
775. 29:54everyone. See you.