1. Creative will drive reach, not paid media. For the first time, individual pieces of creative are generating reach without media spend backing them. (His example: posts going from 800K to 23M views organically)
AGREE - In a (mostly) post-VC world, we don't have endless spend to boost content that doesn't resonate organically.
2. Social creative testing is replacing traditional methods. Organic posting provides both quantitative and qualitative data faster than any focus group.
AGREE - I get asked a lot about my Content IP method and I keep saying that the best way to test new messaging is to keep sharing it organically on social media. If it resonates, the people will let you know.
3. The "TikTokification" of every platform is complete. From LinkedIn to YouTube Shorts, Twitter to Facebook - all platforms now follow this content model.
DISAGREE - I don't think they all do. This platform's video and social graph is still a hot mess. BUT... I don think we're headed there.
4. Matching luggage campaigns are dead. Social content needs to be the starting point, not an afterthought to match traditional campaigns.
AGREE - I see too many companies reposting different sized blog hero images on every social platform. The content waterfall approach I take with clients thinks about premise and purpose first with distribution in a close second.
5. Content performance will become truly measurable. As he said, "We are in the era of measuring creative for real and that is going to change our industry."
DISAGREE - Even though I love platforms that help us correlate content with business results, and we can see patterns of direct influence, we're still so so far from seeing the business performance of each single piece of content.
6. Social media platforms' AI algorithms are now better at predicting content success than human opinions.
DEPENDS - I think this really depends on whose opinions we're talking about. Customers? Internal team? Your CEO?
... uh oh.
LinkedIn said I'm 284 words over so I've gotta put numbers 7-10 in the comments.
See you there?
PS - Let me know which one of these is the biggest AGREE for you. I don't often agree with Gary, but a lot of these make sense to me.
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