"It was a Friday night-I sat down and I just told my story, and I hit post. I woke up and it had a million views. And that virality translated directly to revenue. Poppi made $100,000 in Amazon sales that night alone."
"I think a lot of people look at virality as like, 'Well, I went viral once,' and then you're always chasing that next virality versus rethinking how to use that asset. When Poppi initially went viral, Ellsworth says her team took the piece of content that originally connected with our community and then we put a ton of paid spend behind it."
"By creating organic posts on the platform, he says, I can reach unlimited CMOs at scale. Vaynerchuk adds that the beauty of paid media is that if a certain post about live shopping, for example, is performing well, he can decide to target CMOs of apparel brands or beauty brands."
Gary Vaynerchuk and Allison Ellsworth have mastered the attention economy through strategic content approaches. Ellsworth built Poppi into a $1.95 billion acquisition by leveraging TikTok virality, generating $100,000 in Amazon sales from a single viral post. Rather than continuously chasing new viral moments, she amplified the original successful content with paid spending. Vaynerchuk employs a similar strategy on LinkedIn, creating organic posts to reach CMOs at scale, then using paid media to target specific audiences based on post performance. Both entrepreneurs recognize that viral success requires strategic repurposing and paid amplification of high-performing content rather than perpetually pursuing new viral trends.
#viral-marketing-strategy #paid-media-amplification #social-media-growth #content-monetization #attention-economy
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