Gary Vaynerchuk on Storytelling

Gary V at 99u. Still from video.
Gary V at 99u. Still from video.

Do you know who Gary Vaynerchuk is? If you don’t, you should. He created a video marketing powerhouse by making wine videos. You heard me right. Wine videos.

Gary V. sold wine online and used videos to do it. His video series blew up big time. So much so, that he now has a media company dedicated to helping clients use the medium (and social media) to effectively market their brands.

He spoke at this year’s 99U Conference. If you do any kind of social media marketing YOU MUST WATCH THIS PRESENTATION. Here’s an excerpt from the video description:

In this 99U talk, best-selling author and founder of VaynerMedia, Gary Vaynerchuk breaks down how our work can cut through our current “A.D.D. Culture” — One where we binge-watch entire television seasons in one sitting and prefer texting to phone calls.

“We’ve gotten to a point where everything is on our time,” says Vaynerchuk, “So why is everyone storytelling like it’s 2007 in a 2014 world?” The best digital storytellers, he says, use the social media to “hook” audiences in for the deeper stuff. We should give, give again, and give some more before ever asking for anything from our community. “We have to start respecting the nuances of every platform.”

WARNING: Contains some adult language. (That’s a New Yorker for you. 😉 )

Here is my summary take-away:

Respect the context of social media. Most people look at all social media like a distribution channel. You need to stop. Know why people are on any particular social media platform. If you take 1000 people on Facebook and the same 1000 people on Pinterest, they’re on those respective platforms for specific reasons. Give them different visuals mapped to the psychology of why they’re their, not who many people are there.

Bring value, bring value, bring value, THEN ask.