The Fastest Growing Demographic on Instagram May Shock You

the amount of people in this room that believe they have a story to tell they make a video or have something to say and then use social media as distribution is by a high percentage most people here look at Facebook and Twitter as distribution channels I'm going to do something over here I'm going to take the link and I'm going to post it on Facebook and T and drive people they treat social like email marketing what they completely lack and where all the upside is and what I basically wrote about in the book is storytelling Contex actually within it so the results happen within it no reason to send a mouse somewhere else people I mean people really get an emotional romantic point of view of driving people out of social to their website so their website can do their thing when at the end of the day as long I mean would you care if you sold somebody in your house or at the park doesn't really matter as long as you sold them and so there's just a lack of strategy in my opinion one by the way one man's point of view that spend all his time thinking about why in the world are my friends raising a million dollars starting a company and then heavily hurting companies that have $500 million in market cap why are we living in that world right now a world where companies within 36 months are able to massively disrupt the incumbent that has so much more money and so much more Legacy so much more brand equity and so much more infrastructure and it's happening because the internet itself has eliminated the costs of infrastructure to go to the consumer and storytellin an efficient way and in a quick way and meanwhile what I spend all my time in not trying to allow my customers to spend money on dumb [ __ ] because that's what they do all day long we're spending money on dumb [ __ ] and we're not storytelling to where the consumer is and this is happening at scale the fastest growing demo for 40 to 60 year old right now is the fastest growing demo on Instagram Instagram's fastest growing demo is a 40 to 60-year-old the people that are taking the most selfies in the world growth curve in the last 6 months are 43. 3 year old females 43-year-old females are the highest growth curve in selfies moms are [ __ ] pulling it out and snapping the [ __ ] out of selfies at a scale that nobody thought and so we're disregarding a very important fact I want to really pound this one home for you I really want you to hear this one because way too many people are going to pull the well my customer is not their card or My Demo is not there that's a favorite [ __ ] card that I want to [ __ ] burn right now let me explain to you what's going on with your [ __ ] card right your my customer is not there let's talk about that the highest conversion of consumption on Facebook right now is 46 to 63 year olds cuz they've gotten into the habit and they're not leaving it's why your mom still has an Yahoo email address right that kind of [ __ ] number two if you look at the behavioral data the clothes she buys the way she goes out and how often her routine the way she engages on social right now the average and this is an American stat so I don't have for can I apologize the average bless you the average 44 year-old female in the US's Behavior maps to the average 29-year-old American woman's behavior only 10 years ago we are living through the youthification of our society for anybody here over 3540 that can remember their parents at some point at that age everybody in here that's capable of it think for one second right now of your parent at the age you are right now and I promise you they were much older than you their behavior was much older we're living through a massive youthification and it's because of the shift in technology how many people here have a daughter or son that's 15 to 22 years old raise your hands thank you so for the 30 of you do you remember the conversation you had two years ago when you said Hey Little Ricky I don't care how you talk to your friends but when your mother and father call you pick up the damn phone remember that one just curious how'd that work out for you let me explain to the rest of the crowd how it worked out there are grown ass men in this room in their 50s that texted LOL and OMG in the last 24 hours that's what happened Uncle Bob's like where's my emoji con right so shit's changing and it's funny to laugh and it's interesting to watch and you're seeing it anecdotally in your life you're going out you're seeing it you're tasting it and you're disregarding it in your execution in your marketing and running your businesses it's just the way it is and honestly I know there's a huge crossover in here 20 to 40% of this audience that knows it sees it but can't do anything about it because as

the layers go up it gets killed somewhere along the line because there's no Roi there's no belief in it it's not safe you can't do it still doesn't stop from it being wrong