# Making These Critical Mistakes In Social Media Marketing In 2025? | GaryVee — Brand Safety Summit

## Метаданные

- **Канал:** Gary Vaynerchuk
- **YouTube:** https://www.youtube.com/watch?v=lTP-HzyBxZY
- **Дата:** 22.01.2025
- **Длительность:** 24:43
- **Просмотры:** 21,384
- **Источник:** https://ekstraktznaniy.ru/video/16839

## Описание

Today's video is a Q&A I did at The Brand Safety Summit Series, where I talked about what themes I see of marketing and social media in 2025, how the industry has decided to throw out common sense, and the only thing that truly matters in business. I share my two cents on why I like when we lose pitches, and how businesses like to make decisions based on beliefs versus what's actually happening.

00:00 — Why has the industry decided to throw out common sense?
00:37 — Accountability is going to be key in 2025
02:30 — How social media can impact society (and what history teaches us)
04:34 — I like when we lose pitches — competition is important
06:41 — Making decisions based on beliefs vs what's actually happening
09:00 — Wine business beginnings to marketing career
14:57 — The only thing that truly matters in business
20:12 — What's the role of authenticity in marketing and business?

#entrepreneur #marketing #socialmedia 

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## Транскрипт

### Why has the industry decided to throw out common sense? []

do you understand that no human being would like this video like the amount of marketing that is made that literally nobody on Earth would ever make if they were like trying to get people to give a [ __ ] about it but because it's the industry we make this industry has done a remarkable job of deciding that Common Sense has no place in our industry in a world where like every passenger is looking at their phone when they're in a car why has outdoor gone up in price not down why has print gone up not down and programmatic Banner digital ads like people looking at banner ads on Do's below the fold don't have fake meetings

### Accountability is going to be key in 2025 [0:37]

let's not just pretend what we do a lot in this industry is pretend let's get to the truth for me what is productive is I'm okay with losing I'm okay with no what I'm not okay with is being in meetings and acting let's just have real conversations you know I think look I think accountability is a big part of this I think we need to be very careful take a step back on all this safety stuff and realize how in control we are the institutions of society have done a very good job in making people feel helpless and feel like somebody else is going to do it for them becomes a very historical slippery slope and so I think accountability is a very attractive word heading into 2025 I think it's crazy to be a human being and have the audacity to think that every other human being in our country should see the world exactly how you see it like it you know we've gotten to this place of entitlement that is as if we're right I think you know again I put out a lot of stuff I talk about but I don't think I'm right I think that I'm passionate about it and I hope that it brings value but I think we've gotten you know back to Leading doing the right things of that nature marketing societal it's exciting but you have to understand that humility is the great balance to it you could have unbelievable conviction and passion and belief but you need to have the humility that not everyone's going to agree with you and there's a beauty in that not a negative and I think we're struggling with that collectively as an industry and as a society you know I was an atrocious student but there was one

### How social media can impact society (and what history teaches us) [2:30]

class I was always very good at and that was history and I never really understood it until I got older and I realized that I liked history because it was actually helping me in business because pattern recognition in history and human behavior repeats itself under different context all the part one of the things I most liked about history was this very weird thing called couet Tas which like used to scare me I'm like I'm I a weird bad person but now I understand the reason I always was fascinated by coups was when I would study them I was fascinated that when the Army would go and go after the dictator whoever they were trying to overthrow they would also at the same exact time go to the TV station the radio and the newspaper and I always found that interesting and I'm talking about when I was 12 15 17 now I understand why I found that interesting based on who I became professionally the distribution of information is the variable of how Society works if you go way back in your history books once you realize that a stunning percentage of the first books ever written when the printing press was invented were religious books you start to understand why the world has religion as such a substantial currency when you look at the changes when you look back to elections when you understand and I know a lot of you studied this in high school when you understand the Nixon vers Kennedy election and Nixon dominates on radio and Kennedy dominates on television you start to get fascinated on mediums what's its impact social media is the foundation is the infrastructure is the pipes of what is dictating all societal truths it is the dominant media force of consumption in the world so its impact is staggering do you like this business do you like Med business the media business I love it but I think it's incredibly um interesting yeah um the one thing I dislike about it is I think

### I like when we lose pitches — competition is important [4:34]

people are Petty I think the competition in this industry is a little funny like I like I like when we lose pitches because I think we deserve it and so I think there's some I think there's too much pettiness in the competition stuff I also think a lot of people sell things they don't believe in this industry more than I'm accustomed to but I don't judge I'm empathetic people have mortgages loans but I used to think I was smart in the first three four years that I ran Vayner media um but then I just learned that most of the marketing companies are part of holding companies which are publicly traded and they have to make you know decisions on every 30 days I got older and understood that like you know most people don't have risk tolerance in their stomach and are willing to Jump and Go backwards financially so it started to become more obvious to me like why so many people believe in spending money on dumb [ __ ] because that's how it works for that org or that company um so I think the two things that stand out that are negatives yeah because overall I love it I mean the people there's so many great people in the business but I do think I do think the corporate life the I think corporations miss the mark on how they treat people I really believe that now I also don't think people are you know um accountable enough you know if your company sucks like spend time on LinkedIn at night and make content and DM people to get out of there you know so this fine balance but no I think the industry is really rad I mean it's an incredibly fun time to be in the industry because everything's changing yeah right like I think that um the industry is flawed in its Romance of yesterday I think it's flawed in its obsession with tomorrow and its inability to be great at today there's a reason a lot of startup brands are taking market share they're outflanking the corporate marketing incorporation Industries but um but I like it so do you think about things

### Making decisions based on beliefs vs what's actually happening [6:41]

that we talk about here like protecting Brands protecting brand your the brand you might be your client protecting your brand making sure the ads run where they're supposed to run protecting consumers you think about those things of course and what do you think about them I think about them quite a bit because you know at the end of the day when you're in a service business you need to provide service for the people that you work for on the flip side I do try to have thoughtful conversations with clients about what's happening I think it is not lost on anybody here that many people have made decisions for their corporations based on their own personal beliefs not on the truth of what's actually happening and that becomes very complicated you know I also am fascinated because I spend more time on consumer only not corporate what I mean by that is I challenge some of the lazy beliefs around brand safety of how consumers react when they see ads in platform I mean what platform on Earth is not pushing fear you know social media and mainstream media are really fun variable mainstream media print radio television humans decide in the corporation what's going to be on TV social media is all humans in an empty vessel sharing what they put out the algorithms are commercial algorithms you know and I'm all for good Compu conspiracy theory my parents are [ __ ] Soviets you know but of course I think about it but I will say that I've been fascinated over the last 12 years in watching people speak emotionally without being practitioners of anything we have too many people that live in Ivory Towers and boardrooms that don't know how the things work and I think more education on the truth would be good um and then the hypocrisy is ridiculous like watching people stand on a soap box and [ __ ] on something and then go get another job and then start stand on another Soap Box because now they work on the other side of the argument the hypocrisy has been enjoyable how'd you get to the Wi business in the media business my father had a local liquor

### Wine business beginnings to marketing career [9:00]

store in Springfield New Jersey and I was born in the Soviet Union so it was a very immigrant kind of you know son of a merchant thing where I was working child labor in high school you know truly like really like kind of funny like 12 13 14 hours a day when I'm 14 15 16 prior to that I had been really making a lot of money selling baseball cards as a kid so I went from making $500 $1,000 $1,200 a weekend in the malls of New Jersey which you know there's some youngsters in here but like $1,000 when you're 14 in 1988 was like a [ __ ] trillion dollars you know and it was awesome and I loved it and now I get dragged into my dad's store and I'm going to pay two bucks an hour to do like hard labor of like stocking shelves and bagging ice for seven hours a day and it was a struggle at first but then I realized people collected wine and that connection of collect sports cards and comic books to Wine was the real thing that kind of seduced me into what happened next which was that 1617 I learned everything about wine I really my dream at 14 15 16 was that I thought I had it was a good businessman and it was very attractive to me to build my parents' business for them to a bigger place and what came natural to me was marketing it first started with science AG in the store like the signs that literally said how much a stack of wine would be were crappy some you know they would just do it poorly and I put a lot of effort into it and um some of my doodling skills that showed up in vriends later I learned in the liquor store and so I first did that and then I launched wine library. com in 1997 with one of the first five e-commerce wine businesses in America and between Direct Mail local television outdoor Billboards building a website email marketing Google AdWords YouTube I did everything so when I started Vayner media in 2009 to today 15 years later there's never been a day where I haven't been the actual practitioner of marketing Behavior literally backstage right now I just wrote the copy for the Instagram post that just posted on my account I think you know to me it's more ridiculous that I was a wine retailer than I went from wine retail to marketing because while I was a wine retailer I was really a marketer for that business who happened to also be a retailer right I heard you say I've heard you say that if the internet existed when you were a kid you when you finished high school my mom's favorite joke is she's just so thankful that the internet didn't come along a little bit earlier because we pretty much we're pretty curious if I would have graduated Middle School let alone High School so um yeah she's pretty thrilled that happened and so you took it in you said I'm going to take this marketing thing I'm going to build a business just tell me a little bit about the kind of how it so you have a set up shop I'm going to have a agency it started backwards I at that point already had Wine Library TV going and I amassed a couple hundred, Twitter followers in 2006 when no one had any and so Brands were starting to in 20078 reach out to me and say how are you doing this why is this happening and so ESPN hire sent me an email somebody at ESPN marketing and said would you come in and consult and I said sure I wasn't even thinking about charging and the next replied to me saying sure let's schedule the email said how much do you charge and I was like oh [ __ ] um sitting there and I was like okay what's like the most I can come up with to come in for an hour and tell ESPN how to do Twitter and Facebook and I was like $55,000 and they replied no problem and I said [ __ ] they just replied too fast I knew I left money on the table but I went and did it I enjoyed it tremendously I called my brother was just about to graduate college and we knew we wanted to do something together we were thinking about deal of the day living social group on we were thinking fantasy sports we were very bullish on that um but ultimately I said you know I was speaking for myself at the time I said longterm I want to build one of the biggest private Equity firms in the world buy businesses refurbish them I love being an operator um I said why don't we start a marketing company to learn because I had a at that point I'd already invested in Facebook and Twitter and Tumblr and I'd really learned Silicon Valley obviously I grew up in family business SMB world but Fortune 500 marketing this world was incredibly foreign to me I didn't understand it so many things they were doing didn't make sense to me and I said you know what let me start this consultancy which is how I thought about it at first uh we'll get paid to learn and then we'll do something else and that was 15 years ago family business is so important to you clearly it's been part of your everything you talk about um I just listened to the podcast with Howard lutnick so tell me what did you learn I mean just tell me give me the quick high level on it and then tell me what you learned like did you learn Howard is the CEO of caner Fitzgerald for some of you in the room that were in this amazing City on 9/11 it was I was a young I was 26 can't Fitzgerald ironically was one of the biggest customers of my wine store on September 14th I deleted every single caner Fitzgerald email from our database because all the people died um for some of you that know the story he famously never missed work but it was his son's first day of kindergarten and he took his son to kindergarten he lost his brother he lost his best friends he lost everybody in the company so it's really intense stuff so what did you learn about building a business from hatber

### The only thing that truly matters in business [14:57]

and how you know like it's raw right so what did you if you walk away from it because I mean I I'll tell you what I learned I mean and again that's the sad part of the story he hired only people he loved yeah he hired family friends and then they were the people who yeah I don't know if I you know obviously we just I've this was the most intimate I got with his story it I it's not that I learned anything since it just happened the other day and maybe there's things I took the thing I took away from it has been the currency of my life I think for the people here who've seen my content or have come across me like I'm not unaware that I'm high energy and got a lot of you know things going on and I know how I communicate which is hyper and excited and passionate but in real life I'm incredibly simple what I took away from it was I'm very grateful for the way I was parented and the DNA I was given and the luck of the draw of how my life played out because by the time I was 15 it was very clear to me that as long as my family was alive none of this [ __ ] mattered and I've lived that life for the last 30 plus years and so you know that was another affirmation that leaning into gratitude it is I don't think it's lost on anyone we are incredibly good at complaining and being upset about things we don't control I think Envy and jealousy and fear have had a very good half decade of momentum and I just wish I mean when I think about every person sitting in this room the context of you at this exact moment in a world where there's 800 million people on Earth that don't have access to clean water you know maybe there was something really lucky in the fact that I was born in a very shitty place and maybe there's something in the fact that my mom lost her mom at five and my dad lost his atad at 15 and I lived my entire childhood fearing that my parents would die I don't know what it is but Simplicity and gratitude have been the currency of my life and what that interview did for me was created another reminder that all of us should be living that way because regardless of what the [ __ ] you're worried about professionally right now I promise you if you got a frantic phone call from your family and something bad happened you would not give a [ __ ] I'm going to ask you to stand up please uh and I'm going to ask for questions from the audience don't ignore what's going on behind us by the way but please some questions for Gary my question is this I've read somewhere that and again as a parent I think about this all the time 30% of content is unfindable unsafe what's our job in that equation I think our job is to build self-esteem like you know I think parenting in the last 30 years from one man's humble point of view has gotten to a place where we're trying to do too much you know like think about it if that's true what are you [ __ ] Sherlock Holmes and Batman like you're not going to pull that off what I believe from my observations being almost 49 now living life is that the great anecdote if you want your children to be happy is actual self-esteem cuz that allows them to be able to deal with what they come across I think we lost our way on that we've got parents going to school and fighting teachers for our kids like we are in our kids [ __ ] we need to get the [ __ ] out of our kids [ __ ] like we have gotten to a place where we've built a generation of zoo animals you know I mean we're just like I think we should let our kids get into a [ __ ] fist fight like I mean itty to go out get dirty we say it but then we wo do we not live it I have 27 year- olds that work for me that have [ __ ] tracking devices on their phone cuz their parents know where they are it's like where the [ __ ] are we so I think we've I think what we can do is not obsess 247 on a losable game which is we're not going to find 30% and 30% what we can do is talk to our kids in real life and like start teaching them that like they need to be able to be capable because do you remember when we grew up and let's say we wanted to accomplish something in our 20s like buy a home or something and we would B remember borrowing money from parents that's gone every 23 year-old's like just give me the [ __ ] money like we're in a very ve we have to understand that we are in so many years of overall financial prosperity that we are in a very entitled and very soft reality right now which is why we become so vulnerable to how much fear is always been sold on us by politics and companies and parenting but we've become very good at falling for it cuz we're not strong enough because we're insecure and anxious because our parents have shown us forever that they'll take care of everything which indicates to us that we can't do anything I think we all

### What's the role of authenticity in marketing and business? [20:12]

can agree that you're a very authentic person and earlier in your career with the ESPN and everything that you do authenticity is a thing yes I think you probably do it better than anyone that's very nice I'm sure I'm not but thank you we are all in this like Grand safety Grand authenticity or brand responsib like someone comes to you they're coming to learn how to be authentic like how do you have that conversation like what do you say to brands from side that you know it's kind of similar to like companies having to make like political statements like Brands can't be authentic like brands are not a human you know like what brands can do is be more consumer Centric you know what I think brands are struggling the concept like first of all one of the things that's a challenge for all of us in marketing is who decides these things like I'm sure many of you have been plenty of frustrated if you've ever worked on this side of the business where you go in and you show them something creative and the person that's leading the brand goes well that's not on brand and you're like well what part of it like the adjective the color like what's not unbrand right and then as you know you finally spend 6 months doing straight [ __ ] to try to guess what the person likes then they get switched off to another brand and then Harry comes in and goes this is not on brand like you know so same with authenticity like what is you know what is it and who's the judge and jury on that right like is the CMO is the brand like and so and CMOS are [ __ ] there for eight minutes these days right so they're constantly moving too and so what we you know it's less that we talk about you know authenticity though that's lovely I think what we talk about is like do you understand that no human being would like this video you know like like the amount of marketing that is made that literally nobody on Earth would ever make if they were like trying to get people to give a [ __ ] about it but because it's the industry we make or when we run media and you know those impressions are not getting achieved like this industry is obsessed properly with reach it's imperative but we're actually obsessed with potential reach not actualized reach because this industry has done a remarkable job of deciding that Common Sense has no place in our industry like as if I mean do you know that you play you pay eight times circulation for a print ad do you know when you buy print you pay eight times Circ the amount they make in case somebody leaves the magazine on a bus and another person picks it up and gets to page 117 and sees your full page ad like there's you know like in a world where like every passenger is looking at their phone when they're in a car why has outdoor gone up in price not down why has print gone up not down in programmatic Banner digital ads like people looking at banner ads on docs below the fold like we have just become incredibly infatuated with those kind of things so we focus on consumer Centric which then inherently gets you a little more authentic if you don't take yourself so seriously if you don't put like your logo or your tagline in every social media post if you make social media post that people actually want to watch or a TV commercial that people would act a video people would want to watch not what we all now deem as a commercial and so I think the authenticity comes from an obsession of consumer Centric ality the reason Vayner media has built into a 2500 person Global one of the largest independent is when people ask me like how' you do that it's 100% we care about what consumers are doing we've lost so much money so much we could be so much I'm a good businessman we could be much bigger if we sold [ __ ] that everybody else sells but we don't do it because we don't believe it's going to help the business and I think being 100% consumer Centric is a wonderful way for me to end this it would be good for you in your side hustle in your career for your own career if you went literally left here today and posted on LinkedIn your current thoughts on 2025 marketing that you actually believed I promise you that would be good for you oh