Hustler's Digest VIP Video | Gary Vaynerchuk Newsletter 3/6/17

one of the things that uh I need to expand on in a 2017 marketing conversation is the variable of Facebook creative in its Roi something that is I'm tapping into is that 90% of digital execution is garbage and so I think a lot of people hear me talk and they don't hear that I say do Super Bowl because I think it's under praed attention I think they don't hear me say do live read iHeart Radio cuz radio is underpriced and I think what they do hear is that Facebook is magically going to work cuz it's underpriced attention that is true Facebook will give you the best at bat in my opinion to hit all Americans at the best price the problem is the creative if it's a shitty kind of blurry picture if it's a picture from a print ad if it's a video that you use as a pre-roll advertising or a video that you uh that was actually your TV commercial you're going to lose cuz the creative is the variable once you have my attention um you've got to get me excited to buy your thing and we have not had enough conversation in the marketplace around the modern Facebook commercial this 1 2 3 4 5 minute video that is a story uh that is compelling people to get excited about a product or service or Mission and uh and I feel like I've even been uh too General and I will push harder much harder to make sure that people recognize um how important that creative is uh and that's when you know I just read Chipotle is spending more money on television and I'm just sitting here saying okay they definitely could have done better if they put all that media money into tele into Facebook I just genuinely believe that um but I was like but why would television work better than Facebook if that was a bake off and the answer is even though it be still going to be a crappy 30second commercial it is absolutely true that they could have made a very crappy even crappier uh even crappier commercial video on Facebook and then that would be the reason that television could outperform Facebook in a here's $4 million Bake Off The Creative is the variable and that debate and our attention to the good creative and the great videos that drive business results needs to absolutely happen for marketers big and small to be successful in the new environment