MicroVee: How to Turn Viral Content Into Sales — Marketing Framework For 2025 | 4Ds Business Consultation - The GaryVee Audio Experience

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Summary of "MicroVee: How to Turn Viral Content Into Sales — Marketing Framework For 2025 | 4Ds Business Consultation"

The GaryVee Audio Experience
Host: Gary Vaynerchuk
Release Date: April 17, 2025

Introduction

In this insightful episode of The GaryVee Audio Experience, Gary Vaynerchuk delves into advanced marketing strategies tailored for 2025. Drawing from a session at the 4Ds Business Consultation, Gary addresses pressing business challenges, particularly focusing on leveraging viral content to drive sales. The discussion emphasizes the evolving landscape of social media platforms, content discovery mechanisms, and the strategic importance of LinkedIn for business growth and service sales.

Turning Viral Content into Sales

Timestamp: [00:00] - [02:16]

Gary kicks off the episode by introducing an entrepreneur who manages a kayaking business. The primary inquiry revolves around converting viral Instagram videos into tangible sales. Gary outlines a pragmatic approach:

Content Repurposing:
- Entrepreneur's Insight:
  "By taking the content that's gone viral and slightly tweaking it and making it the collateral that you advertise against."
  (00:27)
- Strategy: Modify the original viral content to serve as advertising material. This involves enhancing the content with clear calls-to-action, such as banners promoting discounts or special offers.
Understanding Social Media Algorithms:
- Shift from Follower-Based to Content-Based:
  Gary explains that social media algorithms have transitioned from prioritizing follower counts to emphasizing the quality and relevance of the content itself.
  "The algorithms are not based anymore on what they used to be, which is like your followers, it's now based on the content."
  (00:40)
Interest Media vs. Social Media:
- Evolution of Social Platforms:
  Social networks have morphed into platforms driven by user interests rather than just social connections. This change allows even profiles with minimal followers to achieve significant visibility if the content resonates.
  "Now social media could actually be called interest media because it's based on the interest graph."
  (01:10)
Brandformance – The Hybrid Approach:
- Combining Brand Building with Performance Marketing:
  Gary introduces the term "brandformance," highlighting the synergy between organic brand-building efforts and performance-driven advertising to maximize conversions.
  "The viral creative is building brand, the ad is building performance. We call this brandformance."
  (02:00)

Platform-Specific Strategies: Instagram vs. LinkedIn

Timestamp: [02:16] - [04:48]

The conversation transitions to strategies for different platforms, particularly contrasting Instagram and LinkedIn.

LinkedIn for B2B and Franchise Sales:
- High-Volume Content Posting:
  For franchisors aiming to sell franchises, Gary advises a robust LinkedIn strategy.
  "You should be putting out three posts a day on LinkedIn saying the same seven things, 7,000 different ways of why they should work with you."
  (02:26)
- Why LinkedIn:
  LinkedIn's user base comprises professionals seeking business opportunities, making it an ideal platform for targeted outreach and B2B engagements.
Challenges with Instagram in 2023:
- Increased Competition and Ad Saturation:
  Instagram has matured significantly, akin to a saturated real estate market where prime spaces are highly contested.
  "Instagram today is really hard. The only way you hack it is the stuff I talk about. Best practices of the moment."
  (03:30)
- Organic Reach Diminished:
  With a surge in advertisements, organic content now faces stiff competition for user attention. Gary underscores the necessity of adapting content strategies to include memes, carousels, and varied post formats to stay relevant.
  "It's like this almost unachievable game every time... If you're going to really go crazy, you got to be the best."
  (04:10)
Supply and Demand Dynamics in Social Media:
- Platform Maturity:
  Gary compares the emergence of new platforms to real estate booms, emphasizing the importance of early adoption to capitalize on unmet demand.
  "It's like real estate. When TikTok popped, that was like Malibu popping 100 years ago."
  (03:00)
- Ad Strategy Adjustments:
  As platforms evolve, so must advertising strategies. On mature platforms like Instagram, succeeding requires leveraging the latest best practices and continuously innovating content to capture attention.

Adapting to the TikTok-Influenced Social Landscape

Timestamp: [01:00] - [03:00]

Gary reflects on the rapid changes in social media, particularly the "TikTok-ification" of content across platforms. He shares personal anecdotes about investing in platforms based on their content potential and adapting strategies to meet shifting user behaviors.

Investment in Content-Driven Platforms:
"I invested in Tumblr for the content thing... social media could actually be called interest media because it's based on the interest graph."
(00:50)
Supply Outpacing Demand:
The proliferation of content-driven platforms has led to intense competition, making it imperative to produce standout content.
"Things that are starting to have a lot of demand that doesn't have enough supply yet."
(03:00)

Conclusion and Final Thoughts

Gary wraps up the episode by reiterating the importance of adapting to the evolving social media landscape. He encourages listeners to stay ahead by continuously refining their content strategies and embracing the concept of brandformance to drive both brand awareness and sales.

Notable Quote: "The algorithms are not based anymore on what they used to be, which is like your followers, it's now based on the content."
(00:40)

Key Takeaways

Adapt Content for Sales: Transform viral content into performance-driven ads by incorporating clear calls-to-action.
Embrace Brandformance: Combine organic brand-building with targeted advertising to maximize conversions.
Platform-Specific Strategies: Utilize LinkedIn for B2B opportunities and franchise sales, while navigating Instagram's saturated environment with innovative content strategies.
Stay Ahead of Social Trends: Continuously monitor and adapt to shifts in social media algorithms and user behavior to maintain visibility and engagement.

This episode provides a comprehensive framework for businesses aiming to leverage viral content for sales growth in 2025. Gary Vaynerchuk's insights underscore the necessity of strategic content repurposing, platform-specific tactics, and the harmonious blend of branding with performance marketing.

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Transcript6 lines

[00:00]
Gary Vaynerchuk
Hey, everyone. Welcome back to another episode of the Gary Vee Audio Experience. Today we're sharing a moment from the 4Ds where Gary helps businesses tackle their pain points. You'll hear Gary get into why some platforms are harder to win on than others. How the way we discover content has changed and why LinkedIn is such a powerful channel for anyone trying to grow a business or sell a service. This episode starts with an entrepreneur who runs a kayaking business asking Gary, how can I convert my viral Instagram videos into actual sales? This is Gary's answer.
[00:28]
Entrepreneur
By taking the content that's gone viral and slightly tweaking it and making it the collateral that you advertise against. The greatest thing about organic social right now is the algorithms are not based anymore on what they used to be, which is like your followers, it's now based on the content. So social for the first 15 years was more about like email marketing. Build a list market to it, get a percentage of them to do stuff. Over the last two years, we are fully in the process of the TikTok ification of all social. Kind of why I invested in Tumblr. I invested in Facebook and Twitter for the email thing. I invested in Tumblr for the content thing. Meaning the social graph used to be based on your social network. Now social media could actually be called interest media because it's based on the interest graph. The shed could have 19 followers on LinkedIn tomorrow and decide it wants to go. And the first post could get a million views if the post itself was good. So you have affirmation from the world that they like this video. Now two things come to mind. One, does that equally mean that they want to buy? No. And then two, you've got that part you can't control. The part you can control is say, okay, this video got from 4 million views organically on Instagram TikTok YouTube shorts. Let me now retake that video and make it much more hard hitting. I'm gonna put a banner at the bottom that says order. Now discount this. Let me change the copy. So taking the viral creative and turning it into an ad, the viral creative is building brand, the ad is building performance. We call this brandformance. Right? Taking something that's gone well organically and turning it into a conversion, a ticket selling app ad. Excuse me.
[02:16]
Franchise Owner
Yeah, that makes sense. Jumping over to like the franchise side of it, the franchisor side of it. How would you go about selling franchises?
[02:27]
Entrepreneur
By making content on LinkedIn at scale. Okay, you should be putting out three posts a day on LinkedIn saying the same seven things, 7,000 different ways of why they should work with you.
[02:43]
Franchise Owner
Fair enough. Yeah, we put out a bunch of content on Instagram, Facebook.
[02:48]
Entrepreneur
Instagram's impossible. Yeah, right? Like, everything's about day trading. Attention. 2023. Instagram is not 2014 Instagram. Right. Instagram's impossible. Meaning all that these social networks are is supply and demand. The reason I'm always loud once every four years is something is starting to have a lot of demand that doesn't have enough supply yet. Enough of you have been in my circles of content consumption that all of you can probably remember four years ago. I'm like, TikTok, TikTok, TikTok. And I mean, everyone across the board is sad that they didn't listen to me. Even if they did it, they didn't do it as I didn't do it as hard as I thought I wanted to. Like, as I wanted to. It's like this almost unachievable game every time. I remember promising myself after Instagram that the next Instagram, that I was gonna actually go 100%, not 99. I was gonna stop. I was gonna let them all run the agency for a year. I am gonna go 100%. I literally see TikTok when it's musically, when we were fucking in Park Avenue, I'm like, I got it. And I went like 49%. So I know all of you went 12%. So it's because it's supply and demand. I apologize. It's like real estate. Like, when TikTok popped, that was like Malibu popping 100 years ago. And, like, do you want to buy beachfront property? Because by the time you get to Instagram, today is like buying. You're not even in Malibu anymore. That's how far out. It's so mature. However, in the last four years, 20 to 40% of that attention has gone to onto TikTok. They've lost attention. Today, more ads will be spent on on Instagram than any day in the history of Instagram. Ads take up more attention. There's organic, there's ads, and there's attention. Very simple framework. So Instagram today is really hard. The only way you hack it is the stuff I talk about. Best practices of the moment. If you watch my, like, look, I'm going to leave in an hour. Please promise me to continue to watch what I'm doing even harder than ever before. Why am I doing a meme and then a video constantly over the last 60 days on Instagram? Why am I doing a two post carousel constantly where the first one is a meme and the second one is the video that you were accustomed to seeing Me just post a video. Why am I doing that? I promise you it's not for kicks and giggles. It's what is now working of this moment that could give you the most upside. When it's, you know, it's like if you're the best player in your sixth grade football team, that's good. But when you get to high school, it gets harder to be the best player. And then there's college and then there's the pros. Instagram now is the pros. If you're going to really go crazy, you got to be the best. Whereas other platforms, you could still be six. You know what I mean? LinkedIn. First of all, don't forget who's on LinkedIn, why they're on LinkedIn and what they're doing in there. They're looking for business opportunities. So your hard hitting join my franchise is gonna hit harder in LinkedIn than it's gonna hit even to the same person. If Zach and Jack are just in their phone on LinkedIn versus on TikTok in one place they're looking to be entertained or look at girls or I don't know what, you know, the other place they're doing business, you, the same person, are a different person. Hey everybody. Actually, if this podcast has ever meant anything to you, please go to Spotify or Apple right now and leave a review. By the way, even if you give me a one star review cause you think it's shit, I, I respect it, but just leave a review, an actual review, four or five stars and the actual details of why. Yeah, that would mean something for me. So thanks. Now back to the podcast.