The Biggest Social Media Shift Nobody Is Talking About
GaryVee
287 views • 18 hours ago Save 3 min 3 min read
Video Summary
The evolution of social media has shifted from a focus on following individuals to consuming content based on personal interests, a change exemplified by platforms like TikTok.
This "interest media" model allows new creators to gain traction and outperform established figures, emphasizing the merit of individual content over the creator's existing fame. The speaker advocates for embracing both quantity and quality in content creation, noting that brands must also adapt by becoming media properties to stay competitive.
Short Highlights
- Social media has transformed: Platforms now prioritize "interest media," serving content based on user behavior rather than just who they follow.
- Creator meritocracy: Any creator can now outperform established figures, highlighting the power of individual content.
- Quantity and quality matter: Both a high volume of content and high-quality pieces are crucial for success.
- Brands must become media companies: Businesses need to create content to remain competitive in the evolving landscape.
Key Details
The Shift to Interest Media [0:00]
- Social media initially focused on content from a user's social circle.
- Platforms like Tumblr and Musical.ly offered different content consumption models.
- TikTok exemplifies the shift to "interest media," where content is served based on user behavior and interests, not just who is followed.
"I was very fascinated when I invested in Tumblr because I thought Tumblr was different in 2008, I think, when I invested in it."
Meritocracy in Content Creation [0:56]
- The "interest media" model allows creators with no following to produce content that outperforms those with millions of followers.
- This signifies a meritocracy where individual content, not just the creator's fame, determines success.
- Even established creators experience "hot" and "cold" streaks, akin to athletes, where new talent can outperform them.
"Really, someone today with no following can put out a piece of content that outperforms someone who has millions of followers."
The Role of AI and Content Strategy [2:18]
- AI excels at generating more content, but in "interest media," the focus is on creating the best content.
- Creators face a choice: use AI to scale or deliberately avoid it to stand out.
- The speaker advocates for embracing both AI and human creativity ("and, not or").
"In the creator economy today, the thing that AI is really best at is creating more content."
Brands as Media Properties [3:31]
- The concept of brands becoming media properties, once a niche idea, is now commonplace.
- Businesses, regardless of their product (SaaS, concrete, flowers), must recognize themselves as media companies first.
- Getting started involves simply creating content through various mediums like writing, video, or podcasts.
"If you're a writer, you write, and so you're on Substack and Beehive."
