The Internet Changed… And Most People Missed It
GaryVee argues that the internet fundamentally shifted from "social media" to interest media 3-4 years ago, and most Fortune 500 companies are still operating on outdated playbooks. The core opportunity: stop spending on paid media to amplify bad creative, and instead build a "midfunnel" strategy of organic, platform-native content that proves relevance before any media dollars are deployed—a framework that's already delivering 50/50 working-to-nonworking budget splits for his most progressive clients.
Key takeaways
- • The shift to interest-based algorithms means you don't need followers to get views; relevance now creates reach, so stop guessing on creative in boardrooms and post 12-15 pieces daily across multiple platforms to get real consumer feedback before amplifying with paid media.
- • Build a "midfunnel" workflow: create organic content first, identify pieces that achieve 40K+ views on merit alone, then tweak those winners with CTAs and run performance media against proven creative—this eliminates wasted ad spend on untested ideas.
- • Hire a "views editor" (or internal team) dedicated to understanding algorithmic preferences across platforms; LinkedIn currently favors images over video, for example, and these platform dynamics shift monthly but compound into massive ROI differences.
- • Stop optimizing for CPM efficiency; cheaper impressions often mean lower-quality placements (ads at 3 AM on niche networks). Shift incentives from media efficiency to actual business effectiveness—conversions, not cheap inventory.
- • Executives and subject-matter experts (engineers, product leads) should activate on LinkedIn, Twitter X, Substack, and podcasts; the "weirdness" and authenticity of non-polished talent is the differentiator in B2B, and corporate comms gatekeeping is leaving enormous reach on the table.
- • Implement a P&L (Platforms & Handles) framework: create 7-10 brand handles across 5-7 platforms, giving you 80+ distribution channels; this removes the need for internal debate and lets algorithm feedback replace boardroom politics as the arbiter of creative quality.
Recommendations (5)
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Mentioned (3)
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