# The Current State of Social Media Marketing, AI & NFTs l The National ## Метаданные - **Канал:** Gary Vaynerchuk - **YouTube:** https://www.youtube.com/watch?v=1bx2OAIM_l8 - **Дата:** 12.04.2023 - **Длительность:** 20:33 - **Просмотры:** 51,004 ## Описание Today's episode is an interview I did with Kelsey Warner, from The National during Aldar Experts event in Abu Dhabi, we touch on different topics such as common mistakes brands make when it comes to social media marketing, the concepts of platforms and culture, and strategic organic content, the current state of AI and NFTs and much more! — Thanks for watching! Join My Discord!: https://www.garyvee.com/discord Check out another series on my channel: Keynotes: https://www.youtube.com/watch?v=6vCDlmhRmBo&list=PLfA33-E9P7FCEF1izpctGGoak841XYzrJ NFTs: https://www.youtube.com/watch?v=AwMJ6bScB2s&list=PLfA33-E9P7FAcvsVSFqzSuJhHu3SkW2Ma Business Meetings: https://www.youtube.com/watch?v=wILI_VV6z4Y&list=PLfA33-E9P7FCTIY62wkqZ-E1cwpc2hxBJ Gary Vaynerchuk Original Films: https://youtube.com/playlist?list=PLfA33-E9P7FAvnrOcgy4MvIcCXxoyjuku Trash Talk: https://youtube.com/playlist?list=PLfA33-E9P7FDelN4bXFgtJuczC9HHmm2- WeeklyVee: https://youtube.com/playlist?list=PLfA33-E9P7FBPjdQcF6uedz9fdk8XKn-b — Gary Vaynerchuk is a serial entrepreneur, and serves as the Chairman of VaynerX, the CEO of VaynerMedia and the Creator & CEO of VeeFriends. Gary is considered one of the leading global minds on what’s next in culture, relevance and the internet. Known as “GaryVee” he is described as one of the most forward thinkers in business – he acutely recognizes trends and patterns early to help others understand how these shifts impact markets and consumer behavior. Whether its emerging artists, esports, NFT investing or digital communications, Gary understands how to bring brand relevance to the forefront. He is a prolific angel investor with early investments in companies such as Facebook, Twitter, Tumblr, Venmo, Snapchat, Coinbase and Uber. Gary is an entrepreneur at heart — he builds businesses. Today, he helps Fortune 1000 brands leverage consumer attention through his full service advertising agency, VaynerMedia which has offices in NY, LA, London, Mexico City, LATAM and Singapore. VaynerMedia is part of the VaynerX holding company which also includes VaynerProductions, VaynerNFT, Gallery Media Group, The Sasha Group, Tracer, VaynerSpeakers, VaynerTalent, and VaynerCommerce. Gary is also the Co-Founder of VaynerSports, Resy and Empathy Wines. Gary guided both Resy and Empathy to successful exits — both were sold respectively to American Express and Constellation Brands. He’s also a Board Member at Candy Digital, Co-Founder of VCR Group, Co-Founder of ArtOfficial, and Creator & CEO of VeeFriends. Gary was recently named to the Fortune list of the Top 50 Influential people in the NFT industry. In addition to running multiple businesses, Gary documents his life daily as a CEO through his social media channels which has more than 34 million followers and garnishes over 272 million monthly impressions/views across all platforms. His podcast ‘The GaryVee Audio Experience’ ranks among the top podcasts globally. He is a five-time New York Times Best-Selling Author and one of the most highly sought after public speakers. Gary serves on the board of MikMak, Bojangles Restaurants, and Pencils of Promise. He is also a longtime Well Member of Charity:Water. ## Содержание ### [0:00](https://www.youtube.com/watch?v=1bx2OAIM_l8) Intro if you just post something on a video to talk about something that's going on in business that's fine if you take a headline from your own article you then take that article and you take it into a green screen on social and you talk over it that format will get you three four five times more viewers it's strategic organic content joining me today is Gary ### [0:18](https://www.youtube.com/watch?v=1bx2OAIM_l8&t=18s) Gary Vaynerchuk vaynerchuk who is a Serial entrepreneur and serves as the chairman of media conglomerate Vayner X the CEO of media agency vaynermedia and a Creator and CEO of nft project be friends he's also the co-founder of Rezi which he sold to American Express in 2019 and as an angel investor to some companies you may have heard of like Facebook Twitter and Snapchat you may have seen them as garyvee online where he documents his life as a CEO on social media where he has more than 44 million followers across various platforms Gary hi welcome to Abu Dhabi thanks for being here thanks for having me thanks for talking to me so that was a lot in their media social media nfts just at the top I would have talked to you about all of those things but I kind of just want to get the sense that you're thinking these days on the state of just consumer culture yeah the head of media agency consumer culture is your bread and butter what are people wanting these days I mean there's so many things I think our hypothesis my hypothesis has always been based on context and relevance over awareness of awareness meaning you know you could know that Coca-Cola exists but can Coca-Cola get you to care and so what I think in Fortune 500 land Starbucks Nikes BMW I think a lot about this question from the context of consumers want relevance you know they want to see something from these brands that makes them feel something or consider them at a small business and Creator level it's the same we build Our Brands and our awareness from relevance we're unable to run a Super Bowl commercial so we have to win on the Battle of putting out 40 50 pieces of social media content a day across seven or eight different platforms so that's what I think people ### [2:05](https://www.youtube.com/watch?v=1bx2OAIM_l8&t=125s) Where are companies getting it wrong are looking for so to win it involves prodigious output free content if you're small and it's about relevance but when you talk about output on social media where are you seeing companies actually getting it wrong you know I would argue the bigger the company the more wrong they are right um it just is the hot take all right that's a headline what are some examples that you're seeing well I would tell you that you know again to put into context for the listeners vaynerx vaynermedia my marketing company we work globally APAC uh Europe latam us um we're recording here in the Middle East not for kicks and Giggles we'll be here and we'll be in Africa Brazil will be everywhere and when I look at around the world what happens is the bigger you are the more you treat social media the way you treated television and billboards and print and what's happening is it's just all vanilla and there's not enough output so what are companies getting wrong they don't have enough output they don't live under the context of strategic content they just post for the sake of posting they don't factor in what is our religion which is something we call pack platforms and culture if you don't know that Carousel ads are over indexing right on right now on Instagram you're not going to post them so if you don't know the platforms the out not just the algorithm that everybody likes to talk about but even ones ability to take advantage of all the different creative formats a green screen right in your line of work if you just post something on a video to talk about something that's going on in business that's fine if you take a headline from your own article you write an article you then take that article and you take it into a green screen on social and you talk over it I'm sure everybody who's listening right now if they have social media have seen a human talk over a green screen of an article that format will get you three four five times more viewers at the end it's strategic organic content what we call sock is the biggest elephant in the room right now so where do influencers play into this conversation in terms of output and content where is the content coming from well to even add to that I'll answer that but where influencers are playing a role is they're the ones who are more native to understanding the creative strategy they have no choice they don't honor day copywriter they're the modern day where do they fit into the agent oh well they to me they're competitive to the agency model they're additive they are the future agency owners that's what I came from I was making wine content today we are going to visit the wonderful and interesting world of Pinot Grigio and realize this actually scales for every business in the world let me start an agency vaynermedia is literally besides widening Kennedy the largest global independent agency that's been created in the last 40 years that came from a content creator that's who I was yes I was a retailer yes I was an e-commerce retailer but at the end of the day the only reason I parade into Madison Avenue was because I spent a half a decade winning on content and was realizing it was outperforming my print radio direct mail and television advertising and so ### [5:23](https://www.youtube.com/watch?v=1bx2OAIM_l8&t=323s) How is content evolving how is content evolving so when I was I actually my first job out of college was at an ad agency separate story but it was the time of native advertising inbound marketing we were on the HubSpot DNA yes the word early client of HubSpot and um talking about just generating this death by content well awesome website build as much articles win SEO have them come to you so where are we now the social media version apt in the conversation where is this where are we going well that's a different thing but to I'll answer both of those one we are in the social media version of what the website version of inbound marketing was 15 years ago so it is a volume game but you know you probably learned this at the time I don't know how long you were there but what people learned in writing SEO and articles was yes it'd be awesome if you wrote 50 but it'd be a heck of a lot better if you wrote 13 great ones than 50 bad ones right when I say make a lot of content if you make 13 horrible pieces of social media content there's only so much good that can come of that right it's better than one horrible piece of content but the reality is you have to be good at it as far as chat GPD is we are in the pre-dawn of scaled AI making a huge impact on copy and creative I think for us personally at Vayner and me personally the trademark and copyright aspect of all of this is a very big elephant in the room and so we can't use it yet for our clients if God forbid there's a lawsuit and the creative kid you know so we have to be careful really cite your sources you can't and what a lot of people in your line of work are worried about is it's an it's a new Google all over again right it's going to index everything and take it for itself and not create any economics or cite any credit to the sources this is a major Hornet's Nest that's going to be figured out probably over the next five to 15 years but the reality is the technology is not going back in the Genie bottle this is here and it will be here I think it actually is going to collide quite a bit with uh decentralized servers yeah I ### [7:33](https://www.youtube.com/watch?v=1bx2OAIM_l8&t=453s) NFTs want to pump the brakes on decentralized for one second because I want to talk to you the last time the national spoke to you it was on nfts yes and it does feel like the shine the bloom is off the rose on NFC South by Southwest was last week yes uh talking Tech and culture yes and if Keys won't really mentioned meta just made headlines they're shuttering their nft efforts be friends is your effort in this space yes what are you thinking you know I'm thinking what I thought nine months ago when I made 50 to 100 pieces of content that said 99 of these things are going to go to zero because what happened was what happened with late 90s internet stocks then there then they were stocks this time they were Collectibles but the same thing happened everyone got way too gold rushy everybody cared about greed instead of building and you had way too much hysteria and so what you had was a scenario that was inevitable which was the macro technology is profound I'm more bullish on nfts today than I was a year ago but the individual projects that were built a year ago were built for short-term financial reasons not for long-term reality so for me when I built v-friends almost two years ago I'm like I'm gonna build Pokemon meet Sesame Street and this is going to take me the rest of my life I think that that's a very different point of view on it so that was my take I think the really interesting part is smart contract I think decentralized servers that create Providence are going to become a very important element in an AI world I think I'm hearing your uh your wine Heritage meeting up with you or it's true your blockchain that's a very smart inheritance observation the provenance thing really matters it's like Vineyard Source it's I learned a lot in the wine business that ironically impacts creating value a ### [9:30](https://www.youtube.com/watch?v=1bx2OAIM_l8&t=570s) Creating Value hundred percent so value in the wine world is all about provenance it's all about the year the timeliness when you look at things like nfts you do think you can create value by being able to cite with but really strong Fidelity where something comes from only if people want to yeah like what people don't understand is only one percent of comic books are sought after sports cards sneakers are sought after so when humans collect they only collect a very small subset of the overall genre so art is no different than nfts sports cards are Comics the problem was last year people clumped nfts as all nfts that would be like saying every piece of art is going to go up in value instead of just Jackson Pollock and Andy Warhol so yes I believe that nfts are going to be a collectible in perpetuity because I know how people collect it's already clear and by the way in this huge winter that is so atrocity and like it's all over there's a normity of collectible going on there's an enormity of money being pushed and by the way SVP Bank goes down and look what happens people take a step back and say huh maybe something that's decentralized that can't be you know impacted is something I may want to look at and so you know I think there's still a lot of change and things to think through but what happened was super predictable and I'm not Monday morning quarterbacking at the height of it in August and September I went on a rampage to make sure that people were being thoughtful and unfortunately people are real you know we're at a real estate conference right now it happens in real estate it happens on Wall Street it happens in Collectibles when it's going good people become delusional and greedy and that's just human nature so you predict it will be durable yeah it's like this day a hundred percent but again the oh of course the macro technology is profound when everybody wrote articles that the internet was a fad in 2000 because all the stocks collapsed because they were overvalued by Wall Street that didn't make the internet less important that Wall Street was greedy today the same ### [11:53](https://www.youtube.com/watch?v=1bx2OAIM_l8&t=713s) Advice for Small Businesses thing's happening with nfts so you like to dispense advice so I want to ask you if you're into dispense advice now on the nft chat GPT metaverse this kind of space of Frontier technology and you're a small business owner what moves what are the smart moves right now in these spaces is it smart to move in these as an SMB probably not other than education you know you have to be very thoughtful with your monies when you're an SMB and so first of all it goes back to the first part of the conversation what every small business on Earth from every corner of the earth needs to figure out is a very smart organic social media strategy it is disproportionately the biggest impact on their bottom line when it comes to at least marketing and demand creation as far as Frontier attack it's good to keep an eye on it it's good to be ready it's good to flirt with it education is very powerful so I think people should know about it but I think Frontier Tech is something that is incredibly high risk more importantly it's never at the scale that people want it to be but it's important to pay attention and get your hands dirty in it so you are prepared ### [12:57](https://www.youtube.com/watch?v=1bx2OAIM_l8&t=777s) Surveillance Capitalism sometimes I think about okay uh this shoshana zuba book surveillance capitalism kind of coin that term this idea of the attention economy the infinite scroll we kind of all find ourselves in you're a real creature of the infinite scroll you live and die yes by that how do you stay I think the other side of the coin on this social media economy that we've built is surveillance capitalism is this kind of Darker more nefarious way of thinking about it and there are real privacy concerns in like societal implications I guess what I want to ask you is how do you stay motivated in that space do you ever have second thoughts on where we're headed I stay motivated because I'm incredibly optimistic on the human race I think that you don't look at internet culture and think oh my gosh yikes you're a big celebrant of it I'm much more excited about it than what happened pre-internet culture like you know I think what's important is to understand what are we demonizing and what are we scared of so to me privacy is controllable so like if somebody's listening right now and they're like I'm really no way Gary you're so wrong I'm like delete the apps don't have an iPhone like I love the concept of accountability like an opt-in or opto but it's becoming decreasingly possible to opt out as you're making this I would actually argue the other way I think there's micro trends of people opting out more than ever I think it was harder seven years ago to opt out than today I think it's cooler to opt out now I think people are leaning into knowing their options and I think people are finding their calibration of balance like the amount of parents that like stop me in the middle screen saying Tick Tock and I'm like then delete it off your kid's phone like the lack of accountability and the lack of understanding how much control humans actually have I think people have absolutely opted in to this depressive state that America or China or Tick Tock or meta or Mark Zuckerberg controls them I think it's a cop-out I think it's because accountability has come out of favor and I don't I'm not worried about it at all okay so last question dispensing advice to people can I add one point yeah it would be the same you know there was a there's a couple other things I think a lot about I think about America Banning alcohol they thought that would solve the problem like to me Banning or stopping or being scared is never the problem it's understanding how to use everything a car is dangerous if you don't know how to use it a bottle of gin sugar is dangerous if you don't know how to use it I think we need education and conversation but I think ultimately it's about accountability do you bear ### [15:47](https://www.youtube.com/watch?v=1bx2OAIM_l8&t=947s) Responsibility responsibility to do more education on these things or does that is that a space somebody else should occupy you know I think I do it all the time I'm doing it right now with you yeah but my problem is that most people ride waves so hard that I'm doing it right now I think I'm when I'm answering hey have you ever considered accountability I think I'm doing way more public service right now than saying we should ban this and we should ban that this is a major pandemic of the last 30 years the world has fallen in love with pointing fingers it's your fault your media it's my fault I'm social media why are we not into thumbs ### [16:30](https://www.youtube.com/watch?v=1bx2OAIM_l8&t=990s) Motivation well my question really was how do you stay motivated in a landscape that's yelling at you until and pointing fingers how do you stay how do you get up every morning and kind of get back on the horse because I have no attachment to the validation and or the tearing down see one of the great things when you don't believe in your own headlines is the trolling either when you were actually in a state of doing things for yourself and what makes you happy not the addiction of the validation of the likes or the treachery of being torn down you're in a much better place I'm motivated because I'm detached right a stoic life depend on it I don't know if I believe you that you're detached well I think that's only because you don't know me yeah you know and which I respect it's one of the reasons I judge no one I don't know them garyvee want to talk to you so much fun you know it's funny you we end with that it's been the biggest thing of like how to your point like how does one sustain when there's so much going on it's you know for me it's um that whole validation or Detachment it's kind of like my sports teams I like love the process of a team winning a championship yeah but once they do I'm like out and so like when the Yankees and the Rangers won their championships I stopped cheering for them and I never understood it when I was a kid but as I've gotten older I'm like ah it's fun for me the winning the wins and the losses you need to feel yeah just I just like that I like the trying yeah more than like the outcome well I mean I asked you guys ### [18:14](https://www.youtube.com/watch?v=1bx2OAIM_l8&t=1094s) Conclusion what I cover so I'm the future editor at the national which means I cover yeah and I find that the more I find out about this I think that I think I get that what I will tell you and this maybe will help you like get less stunting is like go read the articles about things that see Monday now go read what they said about the television I was gonna be a zombie machine right it will start to feel more charming and less Sinister and nefarious it's only because the in the we're in the moment now where people are demonizing technology yeah you know 10 years ago when you were working at up like that was the Golden Era that was all good and now we're in the all bad and the reality is it's always in the middle yeah I don't know I do think the visuals that we're using now are so much bigger and more sophisticated and are creating a feedback loop to you know but you'll appreciate this everything's a feedback loop Vogue magazine was a feedback loop in 1987. hmm it was you know like I think that what we struggle with is understanding that within context everything is that like you know yeah everything is forming opinion Walter Cronkite dictated what people thought at scale it's really interesting when you really like dig into this game it's fascinating yeah I just I don't know I think it's capacity to manipulate but your mom was manipulating you before right like I get it like okay but like we have always been manipulated by whatever we were consuming and so the question is it better that it's the world or is it just a small group of people and that's always been the case Yeah the more things change the more they stay the same of course yeah awesome thank you so much thanks for being an inspiration thank you oh my gosh I'm very humble thank you cheers foreign --- *Источник: https://ekstraktznaniy.ru/video/17164*