Gary Vaynerchuk On AI, Analog And Helping Brands Win On Social

Authentic social media content is created by being willing to make hard decisions, including losing money to communicate important messages. A production-first social media agency differs from traditional creative agencies that generate a single idea and then build a campaign for television. Instead, it produces many ideas efficiently for the same cost as a typical idea pitch, and it focuses on the difficulty of making social content perform well. Social media success cannot be hidden behind television-style media, awards, or magazine headlines, so execution quality matters. Social performance is measurable, and AI tools raise questions about business models while emphasizing strengths in analog and measurement.

"Yes, if you're willing to be a person that is willing to make hard decisions. I am always willing to lose money if I want to communicate something that's important to me. And you know me today. What you don't know is through my 20s and early 30s, when I had no money, I was also willing to lose the little bit that I had. Just because I'm a well-parented human being, I got very fortunate."

"Most creative agencies still look like Mad Men. People come up with ideas randomly and then make it a campaign for TV, launch it and then hope it does well. And someone else makes it. So Don Draper comes up with it and a separate company makes it. We really innovated in this industry in two ways. One, for the same price as you would pay someone to come up with an idea you can pay us to come up with lots of ideas and make all of it. Wildly efficient."

"Two, most people don't understand this: it's hard to make social media content that does well. You can't hide behind the media like you do on television, or the awards, or a great headline in a great magazine. And so we also got good at it. And that's kind of why we've exploded."

"I don't sit here with delusion and naivete hoping that AI doesn't. I think for us, we're really, really going to be good at analog. And what's really awesome about social is you can measure it. So if a company does the creative interna"

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