Gary Vaynerchuk's Blog, page 12

What is Social Listening and Why is it Important?

Oftentimes, people tend to think I don’t listen because of how much I talk. The truth is, for every second you don’t see me talking, I am listening intently. 

Listening informs everything I do from the content I put out to the investments I make, and I take my cues straight from the source: consumers. Whether in business or in life, I have a genuine interest in human beings and what makes them tick. I’m always looking to understand what people are giving their attention to and why. While most brands and businesses are drowning their audiences in self-interested messaging and content, I know the real magic is in the trenches with real people doing hand-to-hand combat — reading and learning as I respond to comments, DMs, emails, tweets, and text messages. Since my early days at Wine Library, “social listening” has been the foundation of my business career.

We are living through the humanization of business. It’s no longer enough to just say how much you value your customers — you have to actually live it by providing real value and utility. The question then becomes, how can you serve an audience if you don’t know them? — their likes, dislikes, the stuff they think is amazing, and the stuff they think absolutely sucks. Social media gives you a direct line to all of the above. What this means for you is that there is an unprecedented amount of free market research available to you at any moment, if you’re willing to pay attention.

WHAT EXACTLY IS SOCIAL LISTENING? 

Let me paint you a picture. Imagine that you’ve walked into a coffee shop and sat down next to a couple. They happen to be talking about your brand. What are the chances that you would sit there quietly? Absolutely none. I guarantee that you would introduce yourself, thank them for their business, and join the conversation. The benefit of social listening is that it presents this same exact opportunity, but online and at scale. Every Twitter mention, hashtag, Instagram comment or DM is yet another coffee shop conversation you get to join. 

Social listening is the process of mining social media platforms and websites for mentions or conversations about your brand, products or services, industry, or competitors, and using those insights to frame your next steps. Listening holds the keys to everything you need to know about how your brand, product, or service is being received, as well as emerging trends and how consumers actually feel. Ignore it, and you leave behind invaluable information. Use it correctly, and you’ll learn how to maximize your content creation, product development, customer service, and marketing so that it resonates with your target audience. 

Here is some of the information you can track with social listening: 

Your brand/business name and social media handles Your productsYour branded hashtagsYour slogansRelevant unbranded hashtags Industry-specific keywordsCompetitors’ brand names/handles/products/slogans

Analyzing this information allows you to understand social sentiment, or how people are feeling about your brand. More importantly, it lets you understand it in real time. I can’t stress enough how vital this is, but let me put it into context. 

Where is the first place people typically go to search something? Google, right? If you ask me, the better answer would be Twitter. Twitter search is the lowest-hanging fruit when it comes to social listening. Literally, go to Twitter.com/search, type in a keyword, hit enter, and you can now see exactly what’s being said about your brand at any given moment. Better yet, you can respond! Google is great, but it doesn’t allow you to create context and build real relationships with the end user. If you want to up your social listening game, Twitter search is the key. 

Real time search and real time listening is my favorite way to get consumer insights at scale. There are lots of resources available — check out this list of the best social media listening tools…however, there’s a ton you can do on your own. Just dig in. 

SOCIAL LISTENING GUIDE

Let’s take a deeper dive into how social listening can dramatically impact your content, product, personal brand or business. 

FIND YOUR MOST FREQUENTLY ASKED QUESTIONS

The goal is not just to learn how awesome people think you are, it’s to gain information that will help you better serve your community. Something I like to do is simply ask what people want to know: 

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A post shared by Gary Vay-Ner-Chuk (@garyvee)

For example, this Instagram post garnered over 5,000 comments. That’s over 5,000 questions from my followers that can now fuel future content. By actively reading and responding to the topics people want to hear about, I now have an arsenal of potential topics for upcoming blog posts, podcast episodes, Instagram lives, reels, and more. 

FIND YOUR CUSTOMERS’ MOST COMMON ISSUES

From general pain points to specific frustrations with your brand, product, or service, social listening gives you a window into your community’s biggest issues. When you can identify their problems, you better position yourself to address their concerns or offer solutions. For example, I make a good deal of content encouraging young adults to move out and experience life beyond their parents’ roof. How did I know this would resonate? Social listening. Through reading a ridiculous amount of comments every single day, I learned that more and more 20-30 year olds were stressed or insecure about the fact that their parents were funding their lives. I recognized that as a major paint point and used the insight to inform my content strategy. 

MONITOR BRAND HEALTH 

The best thing about social listening is that the results are neutral. It allows you to monitor your brand health, or in other words, keep tabs on overall public perception — positive or negative. People are often quick to dismiss negative commenters as “trolls,” but I have a different perspective. Sure, 9 out of 10 times, rude or negative comments come from people who are insecure or looking to get a reaction, but 1 out of 10 times, it’s actually something constructive…and you need to hear it all. 

The best social listening approach means taking the bad with the good and using both to make your brand or product better. Positive comments don’t mean you have nothing to improve upon, and public perception can shift at any moment. The minute you become complacent is the minute you’re not actively listening. Remember, the purpose of sentiment analysis isn’t to stroke your ego, it’s to extract actionable feedback to improve the customer experience. 

COMPETITOR ANALYSIS 

Another invaluable benefit is access to insights about your competitors, or simply your industry as a whole. I’m not a fan of paying too much attention to what others are doing, but it’s always good to have an idea of where you stand. What are people saying about comparable brands, products, or services? Where are they excelling and where are they falling short? These are the types of questions and insights that truly live in the comment sections and social feeds. 

FIND TOP INFLUENCERS AND AMBASSADORS IN YOUR INDUSTRY

If you want to read more on how to grow your business on social, check out my blog on influencer marketing. For now, let’s discuss two strong examples of how to find influencers using native tools on social platforms. First, you can search by town. On Instagram, enter the name of a town and you can see every single photo that was posted broken down into most popular and most recent posts. Find someone in your niche and DM them: “Hey! We love your profile and would like to work with you!” It’s that simple. 

Alternatively, you can find influencers or brand ambassadors through hashtags. Go to Instagram and search your branded hashtags or those related to your industry and engage with people that are sharing posts. Spend a couple of hours on this every day and you’ll be amazed at the amount of underpriced distribution and awareness available to you. 

CREATE DEEPER CONNECTIONS WITH YOUR CUSTOMERS

Finally, social listening comes down to giving back. We are living in a Thank You Economy, and the best marketing strategy is to care! One of my favorite ways to provide value is through surprise and delight. For more on the power of S&D, check out this case study, but the most important takeaway here is that social media is a great tool to find out about your community’s interests and build authentic connections. Talk to people, find out what they love, and figure out how you can use it to offer value, solve a problem, or just brighten someone’s day. Trust me, it goes a long way. 

WHY SOCIAL LISTENING MATTERS

Social listening boils down to a few key things: 

It eliminates the guesswork. When you’re actively listening, you don’t have to wonder what will resonate — you know, because you’ve been paying attention.It allows you to join larger conversations. Social listening removes you from your brand bubble and lets you view things within the context of bigger cultural conversations. When you’re properly informed about your target audience’s values, interests, and concerns, you ensure that your brand remains relevant and conscious while avoiding missteps that could lead to a PR crisis. It shows that you care. Consumer attention is a privilege, not a right. If you want to keep it, you have to actually give a damn about those you claim to serve…and the best service comes from listening. 

This is about real people and real opinions in real time. Tune in and listen up! 

Thanks for reading! If you found this post helpful, please consider sharing it with a friend! 

The post What is Social Listening and Why is it Important? appeared first on GaryVaynerchuk.com.

How to Quit a Job Professionally

People say “winners never quit and quitters never win.” Actually, I think there’s a great argument for quitting the shit you’re not good at, or the shit you just downright hate. For many people, it’s their boring, unexciting, dead-end job. This is not me bashing 9-to-5 jobs. In fact, I think they get a bad rep.

If you’ve found a place that you love going to every day where the culture is exciting, the people are warm and welcoming, and you have a great work-life balance, you’ve struck gold. That’s exactly what I’m working to build within VaynerMedia. If that isn’t the case, however, you need to ask yourself why you’re staying in a situation where you’re unhappy and give yourself permission to quit.

Quitting is only taboo because people have their priorities screwed up. Too many people think they can’t quit only because they need their job to pay for dumb stuff to impress people they don’t even like. When you stop living based on other people’s opinions, you start to see that quitting can actually be a strategic move. Worst case scenario, you disappoint some people or you regret your decision. The good news is you can always get another job. Stop looking for permission from mom, dad, your partner, society, or people on social media and go live the life you want. If it means less money now for more happiness later, so be it. Why are you not willing to take one step backwards to take a step forward for the rest of your life?

That being said, quitting isn’t always the answer. Before you make a rash decision, do a self-accountability check and ask yourself how you might be contributing to your own unhappiness at your job. Unfortunately, a lot of people are non-confrontational and end up leaving jobs without first trying to find a resolution. If you don’t communicate your dissatisfaction with kind candor, you miss potential opportunities for the organization to address your concerns.

I urge you to think it through seriously and take a practical look at the realities of leaving your job. If you quit, be prepared to work and understand that things typically get a lot harder before they get better. Quitting your job is your decision, which means no one else should suffer the consequences besides you — aka, don’t expect mom and dad to fund your life. You might need to downgrade your lifestyle and get happy living on less. Many people romanticize the idea of quitting, but in reality, they lack the humility to go backwards financially.

I’m not here to convince you one way or the other, but if you decide to quit, I want you to be as prepared as possible. If you’ve weighed your options and decided to leave, here’s my advice on how to go about quitting your job professionally.

WHEN TO QUIT YOUR JOB

Everyone gets stressed about work sometimes, but how do you know when it’s truly time to quit? In my opinion, it’s always a good idea to quit your job when you are genuinely unhappy. If you’ve gone months where you’re dreading going into work every day, that means something’s not right. Sustained unhappiness is not something to accept or endure — you don’t win any prizes for making yourself miserable. You only get one life!

Consider what you’re really giving up by staying in that job — your time, your energy, and your life. Each of these is a much more valuable asset than money. Of course, I understand that people have bills and responsibilities; I’m not arguing that money isn’t important. However, there are too many people keeping terrible jobs just so they can drive a luxury car, have a designer wardrobe, or take a first-class trip. The truth is, none of that is worth trading the chance to be truly fulfilled. Money is never a good enough reason to hate your life Monday through Friday.

via GIPHY

On the flip side, you should definitely not quit your job just because you think the grass is greener on the other side. Many people turn to entrepreneurship and fall into the trap where they arbitrarily decide that they’re awesome, only to later find out that the market doesn’t value them the way they value themselves. Now that society has made entrepreneurs cool, many people are vastly underestimating how hard it is to work for yourself. The truth is, it’s easy to quit your job and start a business, but it’s super difficult to actually be good enough to be successful and scale. 

I’ll let you in on a secret: the world plays in the middle, but all the action is in the edges. In other words, successful entrepreneurs operate in the extremes. They work longer hours, take more risks, and swallow more failures than your average person is willing to go through. Step one of quitting is having the self-awareness to know whether entrepreneurship is really your calling or just a sexy daydream. 

TIMING

When it comes to timing, you have two options: 

Wait until you’re in a stable enough situation for your own life.Leave your job and live way more humbly (aka, get roommates or move back home). 

Ultimately, it’s up to you — take whichever lane feels right. For some, that means preparing and saving enough money to live comfortably. For others, it means jumping and finding your parachute on the way down. If you absolutely can’t stand to stay any longer, be prepared to move to a smaller apartment or move back in with mom and dad. Remember, there’s no shame in downsizing or taking a strategic step backwards. It’s all about prioritizing.

GIVING NOTICE 

Even if you hate your job, you should always give advance notice — and make sure your boss is the first person to hear about it. People will often break the news to friends and coworkers first. If you do this, you run the risk of it circulating through the grapevine and pissing off your higher-ups. Skip the drama and make sure your boss and HR are the first to know. The standard practice is two weeks’ notice at minimum, but it’s generally good practice to give a few weeks or even months’ notice if you are in a particularly vital role.

HOW TO TELL YOUR BOSS YOU’RE QUITTING

Telling your boss that you’re leaving the company is uncomfortable, but it’s a conversation that should be managed head-on. Whatever your reason is — it’s not a good fit, you’ve decided to switch careers, you’re interested in other opportunities — be upfront but gracious. I strongly recommend having a face to face meeting if possible. This is less about being respectful or cordial to your boss, and more about potential opportunity for you. Over the years, I’ve seen that people who resign in person are more likely to receive counter offers on the spot. Sometimes, that in-person interaction leads to a little more money or a show of compassion that you wouldn’t have gotten otherwise, and it may even cause you to reconsider. You never know. 

If, however, an in-person meeting isn’t an option, email is more than fine. Send an official resignation letter to your boss and/or the head of the HR department. The key thing to note is it’s important to be clear but kind. State your resignation and list your last date of work, but also express gratitude for the opportunity. Even if it sucked, it at least taught you what you don’t want out of life — be grateful for that! If you’re asked to do an exit interview, this is your time to give constructive feedback. Best case scenario, the company will consider your input and rethink their operations or culture to make things better for the next hire. 

WRAP UP AND SMOOTH TRANSITIONING 

Finally, it’s always a good idea to use your final days to create a smooth transition, both for yourself and for the person stepping into your role. Save and clear any necessary documents off of your work devices, set up farewell coffee dates with your favorite coworkers, and tie up any loose ends on projects you’ve worked on. Offer to train your replacement, and consider compiling a resource guide to help them through the onboarding process. This will not only help that person, but it will make the process easier for your co-workers who may have to take on your duties until a new hire is brought on. 

Ultimately, your life is up to you. I can’t tell you whether it’s right or wrong to quit your job, but if you’re reading this blog, I think you might already have your answer.

Thank you for reading! If you got any value from this article, I would love it if you would share it on your favorite platforms!

The post How to Quit a Job Professionally appeared first on GaryVaynerchuk.com.

How Does Instagram Work? Everything You Need to Know

There is no denying that Instagram has been at the center of consumer attention across the world for the last several years. In fact, just last year it came in third place for the most popular social apps in the world, behind only parent-company Facebook, and new competitor TikTok — which became the most time-consuming app of 2020.

While some wonder whether Instagram will stay relevant or join the social media graveyard, the app’s continual evolution as a product sweep is undeniable. With innovations like Instagram Checkout, users will soon be able to complete a shopping experience fully within the app. Passing the one billion users milestone, Instagram is still going strong, but I think many are missing the real value.

First, a little background. Instagram launched on October 6, 2010 thanks to Stanford University grads, Kevin Systrom and Mike Krieger. Originally called Burbn, it was later renamed Instagram (“instant” + “telegram”) after the duo zeroed in on what really made their app stand out — photo-sharing and filters. While microblogging site Tumblr was hot at the time, Instagram stole the attention with its mobile approach in the era of smartphones, and filters that turned average Joes into photographers. I knew Instagram was a gamechanger in the making, and even predicted on that it would be bought by Facebook back in January 2012. Just a few months later, I was right. Facebook founder Mark Zuckerberg bought the app for $1 billion less than two years after its launch, and everybody laughed — except for me. Check me out on this clip from CNN where we discuss my prediction.

What the critics didn’t see was Zuckerberg’s apt ability to capture and understand consumer attention, plus Instagram’s long term ability to drive culture. If we can get beyond the vanity metrics, there’s lots of value to be gained. This is not a beginner’s guide, instruction manual, or helpful hack. It’s also not How To Get More Followers On Instagram, which I’ve written about before. This is more my personal take on how Instagram works, why it’s important, and how to use it for your advantage.

Too many people treat Instagram like their own personal art gallery. They’re so hung up on followers that half of them are posting for aesthetics, and the other half are too scared to post at all. This isn’t about perfection, it’s about purpose. If you have a personal brand, product, or service, you need to be in the trenches — posting often, answering comments, sending messages. Still, I get lots of questions on how to use the features and make an impact, so I’ve written this article to teach you everything you need to know.

WHY INSTAGRAM?

Before Instagram, everyone could take photos, but not everyone could take good photos. The advent of Instagram filters provided a utility that allowed users to make bad pictures good, and good pictures even better. Better yet, they could do it all on the go thanks to the mobile app. Evolving from images to 60-second videos, Instagram has continued to turn out updates people love (or love to hate)! 

Since 2010, Instagram has developed into a virtual magazine where people share their “best” lives: accomplishments, selfies, favorite products, musicians, and breaking news. The app is bigger than individuals; it’s amazing for businesses as well, hitting 1.16 billion in potential audience reach for advertisers in 2020. What does this mean? Instagram isn’t supplementary to a strong marketing approach, it’s central. Think of it like this. Instagram is the new website; it’s the face your business puts out into a world dominated by social media, where users use apps like search engines to vet their next purchase… all before they even visit your website.

HOW INSTAGRAM WORKS: INSTAGRAM FEATURES

Before we dive in, I want to stress something. A good content strategy blends two things: art and math. Art is content. It’s the photos, videos, and words you create. Math is analytics — how many shares, likes, and leads did you get? The reason people struggle on Instagram (or any platform) is that they prioritize either the qualitative or the quantitative without marrying the two. They go hand in hand.  It’s about being creative and making lots of relevant content, and then running the media behind it to get it seen. Gone are the days when brands could win on organic alone. It can happen occasionally, but it’s a much longer game. If you don’t have the budget for paid, just know that winning on Instagram will be a marathon. 

Now, let’s talk features. Understanding the platform features and how to leverage them is what will give you a leg up in this competitive landscape. Not only is Instagram constantly pushing out new updates, —  check out this staggering list of Instagram updates since January 2020 —  but it has also replicated other popular apps as functionality into its ecosystem. While some disapprove, I think it’s super smart. Case in point: if Instagram didn’t come out with their own version of Snapchat’s “stories” feature back in 2016, Snapchat would be the biggest platform in the world. Today, Instagram is trying to recapture that same magic with reels —  their answer to the explosive popularity of TikTok. Rather than reinventing the wheel, Instagram takes cues from what’s working outside aka capturing attention and brings it home. 

Now, let’s dive into the various features that Instagram offers.

CONTENT FORMATS:IMAGES

Post photos from your camera roll or take an original photo in-app. Once uploaded into Instagram, choose from a library of filters for that finishing touch. While Instagram allows photos of varying sizes, a ratio of 4×5 is best because it takes up the most real estate on someone’s screen. More real estate equals more attention.

VIDEOS

Instagram’s short-form video originally capped at 15 seconds. In-feed videos (meaning vids that show up on your profile and in your followers’ feeds) have since been upgraded to 60 seconds.

REELS

“Reels” is one of Instagram’s most recent features, hitting our phones in August 2020 and allowing users to have fun pairing mult-clip videos with a variety of filters, text, audio, and music clips. Unlike in-feed video posts, reels max out at 30 seconds (originally 15) and won’t be shared to your personal Instagram feed unless you choose. Instead, they live in a separate dedicated reels feed which can be accessed by the center button of Instagram’s home page, or on the top right of the explore page.

IGTV

IGTV is Instagram’s long-form content, where users can post videos up to 15 minutes (from their phones) and up to 1 hour (from the website). If you choose, IGTV videos can be added in-feed with a preview clip of the first 15 seconds before viewers have the option to click and watch the full video. 

CAROUSELS

In 2017, Instagram launched carousel posts, where users can upload up to 10 photos or videos (or a combination) to one in-feed post, thus creating mini-albums for followers to swipe through.

STORIES

Instagram’s stories feature allows users to post 15-second clips that disappear after 24 hours. Instagram stories are then archived so you can revisit them later. A great way to supplement in-feed posts, they are a huge source of engagement with 500 million people viewing Instagram stories every day as of January 2019. Users can experiment with adding stickers and gifs for a more engaging experience, drive traffic to in-feed posts, or direct followers to a specific website with swipe-up links (available for users with 10K followers or more). 

LIVES/ROOMS

The livestream feature allows you to broadcast live video from your phone while followers leave comments in real time. Originally limited to two users, Instagram introduced “Instagram Rooms” just earlier this month, letting up to four people go live together. 

DIRECT MESSAGES

Known as DMs, Instagram’s original direct messaging feature has since been replaced with an embed of Facebook’s Messenger app, allowing users to send private messages, photos, or videos to their friends. I think DMs are stunningly effective and wildly underrated for networking, and gaining access to people you might not normally have a line to. For instance, check out this clip of a fan named Justin who landed a job at Vayner by shooting his shot in my DMs: 

INSTAGRAM SHOP

Instagram shopping allows businesses to host a digital storefront, and lets customers make purchases straight from the app. Easily accessible from the main navigation bar, the shop feature allows users to tap product tags to view prices, save for later, add to cart, and buy.

GUIDES 

Instagram guides are kind of like the app’s version of a blog, allowing users to curate existing text, photo, and video content together in lists of recommendations for their followers. You can then click into each post within a guide to learn more.

HOW INSTAGRAM WORKS: DISTRIBUTION & ANALYTICS 

If features tell you what kinds of content you can make, distribution and analytics tell you where that content lives and how it performs. Again, it’s about the math.

DISTRIBUTION

Let’s take a look at all the different places where your content can live within Instagram: 

In-feed In storiesIn explore In search and hashtagsIn messages

Content that exists in-feed, in stories, or in your messages is typically only viewed by people who follow your Instagram account. On the other hand, content that lands on the explore page or that you group under specific hashtags may be found by Instagram users outside of your community. 

For even more reach, you have several options: 

Pay — Run an ad on Instagram to promote a specific post and drive traffic back to your profile or website. You can also pick your desired audience with customizable targeting. Use influencer marketing — Instead of paying Instagram, pay an influencer to promote your product or service to their following. Influencer marketing is a wildly valuable and underpriced tool that you can learn more about in my recent article, What Is Influencer Marketing?Pay with your TIME — My favorite method is to roll up your sleeves and put in the work through commenting and relationship building. I call it The $1.80 Instagram Strategy To Grow Your Business Or Brand, and all it means is you leave your $0.02 on the top 9 trending posts for 10 relevant hashtags. Every. Damn. Day. Why? Nothing crushes on social media like actually being social. Try it out. ANALYTICS

Analytics provide important data on how your content performs. It’s important to note that only business or creator accounts are able to access specific analytics. These accounts can do everything personal accounts can, but with the added benefit of running promotions, ads, and accessing data. Unlike personal accounts which can be set to private, business pages are public. Here are the insights that Instagram provides for analytics: 

Followers – number of followers gained or lost, as well as your followers’ top locations, gender, age range, and most active times on the appReach – how many unique accounts have seen your contentImpressions – how many times your content has been viewed in totalShares SavesCommentsLikes

Remember, it’s vital that you actually like what you post. For example, if your skateboard trick videos get lots of love on Instagram but you hate skateboarding, don’t force it just for the likes. Your content should be true to who you are first and foremost, but it should also resonate with your community. Analytics will tell you how well that’s happening based on quantitative results, and allow you to test new things, or rinse and repeat what’s working within your content strategy.

TAKEAWAYS

If you’ve made it this far, let’s recap some key points: 

How long Instagram sticks around is irrelevant. What matters is that it’s here now and providing massive value to a huge audience. Ignore the vanity metrics. Instagram is not an art gallery. A strong social strategy means knowing that creative and media go hand-in-hand. Art and math. Social media should be social Whether you’re building a personal brand or marketing your business, show the human side. 

You can have the best product, service, or content in the world. None of it means a thing if you’re not creating impact. On Instagram — and any platform, really — that boils down to being human and using soft-skills. Posting a photo takes nothing, but building a community means responding to comments and messages, and providing free value.  It means giving your $1.80 strategically, but also with empathy, kindness, and gratitude. Being human will take you far. 

Thanks for reading! If you enjoyed this article and think it provided value, I’d love for you to share it on your favorite platform! 

The post How Does Instagram Work? Everything You Need to Know appeared first on GaryVaynerchuk.com.

How to Start a Podcast: Complete Step-by-Step Guide

I’ve said it before, I’ll say it again – every influencer and individual interested in producing content, building a brand, starting or growing a business, selling a product, service, or idea should learn how to start a podcast. I have been preaching the power of podcasts and voice technology for the last four or five years. Podcasts and audio-first consumption are clearly exploding, and they’re one of the best ways to get started creating or diversifying your content. From iTunes to Soundcloud, Spotify, Stitcher, iHeart Radio and more, there are plenty of platforms out there to help you spread your voice – literally. 

Why are podcasts so important? I recently wrote an article on “The Rise of Audio and Voice” that you can read to understand my $.02, but here’s the gist. As multitasking culture continues to grow, podcasts take on a more important role in our everyday lives. We all care about our time and if there’s a way to save some, we’ll do it. Just like music or audiobooks, podcasts can be consumed while doing laundry, going to the gym, washing the dishes, or just relaxing. They’re a great way to learn something new, catch up on news, or be entertained. In a newly remote world, podcasts also recapture the magic of live events. Start a podcast, and you can safely bring together a panel of experts and offer value to your audience from anywhere in the world. For anyone serious about growth in 2021, podcasting is no longer a “maybe” – it’s a “must.” Get with it. 

More and more of you are getting on board. I get dozens of emails each week asking me how I produce The GaryVee Audio Experience, my Alexa Skills, and my newest addition #podSessions, which is a new show made directly for my audio experience. I thought I would have my audio engineer Seth give you his POV and the knowledge he has gained since producing my podcast firsthand. There’s no one better to explain how to start a podcast than him, so I hope you enjoy

Hi – I’m Seth!

I produce Gary’s podcast The GaryVee Audio Experience, as well as his Alexa skill, GaryVee 365, and other projects within the VaynerX world. I’ve been playing with audio since high school, majored in it in college at SUNY Purchase, but really learned everything through trial and error. If you’re just here looking for the list of gear I use, it can be found HERE. To get you thinking about how you can scale your content, here’s how we approach the podcasts. 

WHAT IS A PODCAST?

A podcast is inherently a piece of digital audio content that’s available for digital download or streaming consumption.

STEPS TO STARTING A PODCAST

When it comes down to it, the only things you REALLY need to start a podcast are a cell phone or computer, an internet connection, and something to talk about  

The general workflow: Ideate, Record, Edit, Upload.

1. IDEA & OUTLINE

Once you have a topic in mind, before you jump in and start to record, take some time and think about how you want your show to flow. Is it segmented? Is it just you, or you and a friend? Do you have guests? Remote interviews? Is it more like a talk show? You should start to think about a cadence, so your podcast listeners know when to expect the next episode – weekly? Monthly? Once you’ve nailed this down, move on. 

2. THE SOFTWARE

The absolute easiest way to start a podcast if you have a smartphone is an app called Anchor. Anchor is a relatively new app that lets you create a podcast with just a few clicks, but it’s also more than just a podcasting app. Right now they’re trying to revamp the audio space, providing the space for you to have your own talk show, utilizing short form audio, long form audio, music, and more. You can interview your friends directly in-app, and even publish to iTunes. Create an account with Anchor, start recording, and then follow their instructions to distribute your podcast across their and other platforms. 

3. THE GEAR

Your cell phone is a good option for recording, but if you’re thinking about becoming serious, higher quality audio is always much, much nicer to listen to. If you’re on the hunt for audio recording equipment, this is a great example of a starter kit, and it’ll allow you to record with up to two microphones at a time. You’ll record directly to your computer from the Focusrite interface using the two Audio Technica mics. 

An alternative to the Focusrite interface would be this Zoom H4n, which records to an SD card instead of a computer. You’ll plug the mics directly into it, and then put the SD card into your computer to get the raw files off after recording. 

4. RECORDING & EDITING

Audacity is my favorite free audio recording and editing software, but you can also use GarageBand if you have an Apple computer, or Adobe Audition if you’re rolling with Creative Cloud. Recording and editing is extremely similar across all three of these platforms but I’ll focus on Audacity mainly, since it works on Mac or PC. Plug your audio interface to your computer. Plug the mics into the interface, and set up Audacity to record from them. Then, hit record and start talking! This guide has a good tutorial of things to watch out for in Audacity when recording, and how to fix things like plosives and other odd noises. Once you’re done recording, you can start to edit. When editing, focus on cutting up any awkward silences (unless you’re into that) and anything that you don’t want in your final cut. Then, export the file. 

5. DISTRIBUTING YOUR PODCAST

Before you publish your podcast, it’s a good idea to have 3-5 episodes ready to publish at once, especially for iTunes, to get your listeners hooked. It also gives you a little bit of lead time to create new content.

Once you’re ready to publish your podcast, you’ll want to upload it for everyone to hear. The two main components here are the distribution / hosting service and podcatchers. The distribution / hosting service hosts your files for anyone to download, and generates an RSS feed that “podcatchers” (like iTunes) read to know where to download the file from and information about the podcast. Each distribution platform will essentially do similar things, but you should read up on each to decide what fits your needs best. 

The Best Distribution & Hosting Services for Podcasts:

Anchor – The all in one solution for creating and distributing a podcastLibsyn – This is what we use for Gary’s podcastShoutengine – Awesome for just starting outPippa.io – A new startup focusing on an easy entry into the podcasting spaceSimplecast – Another low-cost alternative that’s worth a look

The Best Podcatchers for Podcasts: 

A lot of podcatchers like Overcast will automatically begin to show your podcast once iTunes has accepted it, but here are a few podcatchers that you’ll need to manually sign up and submit your RSS feed for:

iTunes – This should be your first move. It’s a little more in-depth, but definitely the most popularSoundcloudStitcherTuneInSpotify – This process is a little different although Anchor and Libsyn currently support itHOW TO PROMOTE A PODCAST

Now, obviously, in order to be heard, you’ll need to get the word out about your new podcast. Just because the content is in audio-form doesn’t mean you can’t get creative about how you promote the show. You should be promoting it across every social channel possible by utilizing all the digital tools you have at your disposal. 

Here are a few examples of how we promote Gary’s podcast: 

HOW TO PROMOTE A PODCAST ON INSTAGRAM 

View this post on Instagram

A post shared by Gary Vay-Ner-Chuk (@garyvee)

Plugging your podcast on Instagram with a relevant and valuable audio clip is a great way to go. In the example above, we promoted this episode of The GaryVee Audio Experience with an Instagram in-feed post. The graphic of a hand holding a cell phone immediately lets prospective listeners know that Gary’s podcast is available for mobile consumption. Secondly, the title at the top of the video, “why legacy is so important,” gives people a sneak peek into the topic of the podcast episode. Finally, invite your followers to check out your podcast with a call to action, like Gary’s “U on that podcast joint?”

Once you’ve posted, be sure to share your in-feed video or photo to your Instagram stories with a swipe up link taking followers directly to the podcast episode.

HOW TO PROMOTE A PODCAST ON FACEBOOK 

For Facebook, we took a different approach. Rather than promoting one specific podcast episode, we shared a video demonstrating the full range of content available through The GaryVee Audio Experience. Here, we honed in on the fact that podcast listeners can expect everything from keynotes to interviews and rants, and we also closed with a list of everywhere the podcast is available for listening. 

In example number two, we included the tags of two prominent social figures – @girlwithnojob and @saweetie – as a hook to draw people into the video. Now, they know to expect similarly amazing guests on future episodes of #podSessions. 

HOW TO PROMOTE A PODCAST ON TWITTER

https://t.co/JVYvdbwBvJ pic.twitter.com/jlmoni1iHh

— Gary Vaynerchuk (@garyvee) February 3, 2018

If you’re promoting on Twitter, add a visual or audio clip from a podcast episode you want people to check out. Adding closed captions is a great way to work around the 280-character limit while still giving followers a great preview of the podcast. 

HOW TO PROMOTE A PODCAST ON YOUR BLOG

Finally, it’s crucial to make your podcast easily accessible from your blog. Your website is your owned corner of the internet, and a simple link like the one above can take readers to a playlist of your favorite or most popular podcast episodes of the month or of all time. 

PODCAST GUIDE TAKEAWAY

Podcasts are still one of the most important white spaces to build your business or brand. The cost of starting one is practically zero (granted, you have a smartphone and access to WiFi) and you can easily get the ball rolling with just the bare basics. Gary had me write this article to give you the blueprint on how it’s not only possible but practical to start a podcast of your own. I hope you enjoyed and I can’t wait to see what you create.

Find me at:

Instagram: @sethfeingersh

Twitter: @sethfeingersh

—

Thanks for reading!

I would love for you to leave a review on iTunes or check out Gary’s new Spotify playlist “Monday to Monday.”

The post How to Start a Podcast: Complete Step-by-Step Guide appeared first on GaryVaynerchuk.com.

How to Use Hashtags Correctly: A Guide to Every Social Network

People often forget that the first word in social media is “social”. I see so many people look for quick hacks or bots or gimmicks to build their social media presence, with no respect for the actual human on the other side of the screen. Success on social media is predicated on building relationships with others, which requires being social, interacting, listening and joining conversation. 

With that, let’s talk about hashtags. So we’re all on the same page, a hashtag is the pound symbol on your keyboard. It looks like this #. Everyone who’s around my age would remember it used to mean, “number””, but times have changed. In 2007, a twitter exec realized it might be a good idea to to use the # sign to group related tweets together. The rest is history.

They’re important because if you use them correctly, they could really grow your business. 

The Purpose of Hashtags

Hashtags can be used to grow your business and community with people who like and believe the same things you do. Here’s how that can work: when my former personal trainer, Jordan, wanted to focus on building his Instagram, I told him to post more and use hashtags.  In less than eight weeks, he had over 3,000 new followers. And the key is not even the followers, what I’ve been most impressed with is just the engagement level; the way they care about him. He’s built a community. 

Forget about the top line amounts. Some people have 10,000 more followers but only 187 care about them. Of his 3,000 new followers, it feels like 2,000 care about him–and that’s big. 

It’s so crazy how very basic my advice is, but it’s not so easy to implement.

The same way that staying in good shape is not easy…it’s easier to not eat well and not work out. Now, are you going to really attack content, produce it, and engage with it, or are you going to be like most people when they engage with content and use hashtags and make it about, “me, me, me?”  

It’s important to remember that hashtag culture is underrated and no one can actually “own” a hashtag. When you pick a hashtag anybody in the world can jump into it and change that conversation. If you were to Google it, we could find a hundred mishaps with brands like McDonald’s, Skittles, or Entenmann’s. Instead of trying to establish your own hashtag, look at the hashtags that are trending and try to figure out how to use them in your own piece of content or storytelling. Use three or four hashtags that are riding the wave of attention.

Hashtag Basics

Following hashtags, understanding why hashtags work, is one of the greatest post-creative strategies of all time (if you don’t understand what that is, I talk about post-creative strategy here).

Hashtags are a currency of understanding the pulse of relevance in culture and is one of the great things to understand in society, period.

In order to use a hashtag, you first have to type the # symbol and what community/topic you’d like to find, without leaving a space between the two. So, if you type #Fridaythoughts on Twitter’s search engine, you’ll find everyone who’s tweeting about what they think about Friday. Don’t put a punctuation mark, symbol, or space in between the # and the first word, or no one will be able to find it.

Fun Fact: the first hashtag ever was written by Chris Messina and was #barcamp, and used to find people who had attended that conference. Since then, hashtags have been used on all social media platforms including Instagram, TikTok, and LinkedIn.

Twitter, the birthplace of the hashtag, compiles lists of the 30 most popular hashtags, and updates this list constantly. There’s an overall list, aka what’s found in the “Trending” tab, then there’s the “For You” list. That list is based on your location,  your interests, and who you follow. Twitter is a good place to start if you’re getting familiar with hashtags, but it isn’t the only neighborhood you should get to know. 

How Hashtags Work on Twitter, Facebook, and Instagram

There isn’t much variation in the functionality of a hashtag on Twitter, Facebook, or Instagram. Across all platforms, hashtags pretty much function in the same way. 

What’s different is, because Twitter is so writing heavy, it’s easy to find people talking about basketball without having to type #ilovebasketball in the search bar. You can just search “basketball” and people who like that sport, and are tweeting about it, will show up. Now, it’s different if you’re looking for a specific event or topic. For example, the Toranto Raptors used the hashtag #wethenorth, so anyone searching for that hashtag would come up with Toranto Raptors content specifically.

Instagram is a little different. If your  caption is, “I love traveling so much, I can’t wait to vist____ again” not many people will see that if they don’t already follow you. You have to include #travel or #balilife if you want people to find you. 

Facebook, TikTok, and LinkedIn are like a combination of those systems. You use a hashtag to help people find your content, because if you don’t it would be really hard for people to find you. Sure, maybe if your Facebook or LinkedIn post had “marketing” in the copy, it might show up in search. But, putting #marketing at the end really lets the algorithm, and the audience,  know that your post is about marketing and they should pay attention. 

How to Find Relevant Hashtags

There are so many ways to find relevant hashtags to use for your content. There’s Google Trends, Pinterest Trends, Moz, Twitter, and a bunch more. If you do some “keyword research”, you will know exactly what your community or your audience finds interesting. When I was building Wine Library, I would literally research hashtags for 8 or 9 hours a day. That kind of effort pays off.

Think of a hashtag like a neighborhood. They’re a great way to find someone or something and engage with them. I call that leaving your two cents. Do that 90 times a day, you’re gonna drop $1.80 a day. Think about it, two cents at a time, nine top posts times 10 different hashtags every day, and that will massively build up your audience. And that’s your $1.80 strategy.

When you’re looking at hashtags you never know who you’ll find. You could find somebody’s account, let’s say a sous chef in Kansas City, that has 813 followers. If you see that person loves Italian or Mediterain cooking, figure out how you can add value to their brand. Are you a small retailer or conissor? Engage with that person and see if they’re interested in a collaboration. You could say, “Look, I’m importing amazing olive oil and I’d like to send you a bottle to try it out and if you enjoy it, would mean a lot if you could post about it.” That’s how you begin to build your community/your reputation–that’s how your brand grows. 

Remember, patience matters. You may only get 1 reply out of the 100s of posts or replies that you create. Just know that one is greater than zero–that one conversation may lead to the valuable insights you want. I was willing to put in the work and take advantage of the fact that since I had put in the work with a particular community, I had permission to jump into every pertinent conversation I saw, in order to further my name and brand. If you take anything from this section, remember that this game is about patience and adding value. Make it about them!

 Hashtag Examples & Creative Uses

I’ve mentioned the Raptors social campaign, but that’s just the beginning.

This one by Planters really shows what I mean. Notice how there are no “new” hashtags, they’re not trying to dominate the conversation. Rather, they’re talking about something that’s contextual (Valentine’s Day) and making a popular hashtag (Crunchtime) their own. 

This one by Planters really shows what I mean. Notice how there are no “new” hashtags, they’re not trying to dominate the conversation. Rather, they’re talking about something that’s contextual (Valentine’s Day) and making a popular hashtag (Crunchtime) their own.Even though they don’t specifically use # this is still a great example of hopping on a trend and making it your own. Plus, because this is twitter, anytime someone searches “Wyd” this post could come up. Note how high the engagement is, with people trying to figure out what “dywmtgysca” means.Here’s another example of hopping on trends and making a cultural moment relevant to a younger audience.Notice that when something works, you have to go even harder on that content/strategy. Here, Planters switched it up and added a video, as well.Takeaways

Here are three simple rules to follow when you’re using hashtags to grow your business. These rules apply regardless of the platform.  

Your account needs to be public–if it isn’t, users can’t find your content.Ride the wave of what’s currently trending, don’t try to make your own hashtag.Don’t include too many hashtags in one post, or users/your community/your target audience will assume your content is spam.

So, that’s an overview of what hashtags are and how to use them to grow your business. If you liked this article, be sure to share it on your favorite platform!

The post How to Use Hashtags Correctly: A Guide to Every Social Network appeared first on GaryVaynerchuk.com.

What is Influencer Marketing? Guide on Growing Your Business

Marketing and the places we give most of our attention to have dramatically changed over the past decade (our attention has really been evolving for much longer)! From a word no one has heard of 20 years ago, to an established multi billion dollar industry, influencer marketing isn’t a fad. It’s a critical marketing channel to anyone looking to grow their business.  

Influencer marketing is essentially an endorsement deal a brand has with another human, instead of paying a platform for distribution (aka paying Facebook for Facebook Ads) you have the opportunity to pay another individual for what may comparatively be very underpriced distribution and awareness. Not only do you pay for distribution but based on the campaign you may also pay for the ad or content the influencer creates, which really has the potential to move the needle in your marketing efforts because the people who follow that influencer inherently trust them or value their opinion on the content or niche they create around. At the end of the day that’s what influencers do– they’re trusted voices in their space and they influence the culture around them through the community they cultivate. 

The Current State and Value of Influencer Marketing 

Influncer marketing has been on the rise for years. According to Business Insider, the influencer marketing industry is worth just under 15 billion dollars. And it’s only going to get bigger. This is why I recommend tasting and learning as many platforms as you can – each platform is nuanced in it’s own way and can have huge potential in returns if you find the right influencer to partner with. Instagram is the most popular market for influencers and almost 80% of brands use it when they do social media campaigns, but that doesn’t mean you shouldn’t look at other platforms as well. 

Influencer Marketing Hub states 36% of businesses use Youtube for marketing, then Twitter with 24%, and LinkedIn with 12%. If you’ve been following me for awhile, you know how bullish I am on LinkedIn and TikTok. I really feel it has so much underpriced attention, aka organic reach. The same is true for new apps like Clubhouse. As you continue to explore and do homework on different platforms, it is crucial to be an early adapter and practitioner on emerging platforms that have the most attention. 

How to Create a Influencer Marketing Strategy

When you’re planning an influencer marketing strategy you have to think about who you’d like to target and where their attention is. Most of you know where this is going; I’ve spoken about underpriced attention before. Basically, it’s the most valuable place to spend your budget and make your pennies work like dollars. Clubhouse and LinkedIn have so much potential because people are just beginning to see the value of influencers on that platform. Now what does that mean for your business?

In general, there are two types of influencers: macro and micro. Micro influencers have a more dedicated fanbase and they’re good for brands to collaborate with if they want to target their audiences with intention. Macro influencers (think Logan Paul, Kylie Jenner, or Mr. Beast) have huge audiences–but as a rule, targeted reach, cost-effective value, engagement, and accessibility are harder to obtain with the heavy hitters. It’s like a laser, it’s easier to hit your target with a smaller beam. A big beam might reach your target, but not with as much impact as you’d like. That’s why you see so many brands out there that have really utilized micro influencers and crushed as a result. 

When you’re planning your strategies, it makes sense to prioritize influencers that have an engaged community and come in at price points that are competitive to the marketplace. Choose influencers you trust and build a relationship with them–whether or not they have five thousand followers or five million followers, you want to make sure you are getting the best bang for your buck. Of course, there may be tremendous upside if you really believe in a micro influencer that is on their way to become a macro influencer. And if that sounds unlikely, just look at Fashion Nova’s deal with Cardi B. I’ve written about the value of micro influencers before, so check that article out if you’re still not convinced that investing in micro influencers is one of the best marketing strategies there is.

Once you’ve found an influencer, you have to think about what you’d like them to do. Don’t limit yourself to the platforms they are on; influencers have massive potential to review brick and mortar stores like Sephora and Ulta. Here’s a free idea for all the entrepreneurs that have physical storefronts–hire an influencer to come to your store, promote your products, or do a Q&A. Maybe offer your location as a safe place to do a meet and greet? 

Now, a lot of people are going to have trouble working with influencers because their ego gets in the way. They’ll have trouble giving the influencer a hundred percent autonomy and eliminating their subjective opinion on creative. I know exactly what my brand stands for and exactly what it means to people. I think the biggest eye-opener to me in corporate America and the brand world is the level of ideology, audacity and ego. The thought that Coca-Cola, Heineken, and Adidas have the same meaning to all people is just laughable. 

When I say the word Supreme or Kentucky Fried Chicken, different people think different things. Brands need to trust an influencer’s interpretation of a chocolate shake or sneaker or blow dryer…they decide if  it needs to be funny or snarky. It has to be authentic to them. If a brand wants more business, the best thing for a brand to do is get out of the way. Stop micromanaging.

As a brand, you get to pick the influencer you work with. But once they pick them,  they need to let the influencer do their thing–that’s the reason you picked them in the first place. 

The ROI on influencer marketing is 11 times greater than digital media and 10 times greater than paid media. So, don’t be afraid to spend your sweat, or your coins because it’s likely to pay off.

 How To Budget and Negotiate

Influencer rates vary widely, but a good rule is to conserve as much of your budget as possible. First of all, have you already tried reaching out to everyone in your network and asking them to promote your brand? It’s likely you already know a few micro influencers that would be glad to help you out. This is a strategy I feel no one talks about, but it’s an important one.

Where most people get confused is, they think they might be bothering people close to them. Other people don’t want to come off as too aggressive. But negotiations are all about self awareness, giving value, and candor. Be kind when you’re asking friends, and influencers. If your budget is small, think about what else you can offer them. Business is a “them game” and no matter what you have to provide value. 

When you’re leveraging your relationships, or asking for something, you have to think about what you’ve given to this person. Every budget should be value driven–and it’s the only strategy that matters. Now, how do you scale a budget, that’s based on value, that you’d like to conserve as much as possible?

Ask more people.

That’s it. There’s no magic or algorithm. Every influencer will charge something different, every influencer wants something different. Get nice, get cozy, and DM people. Figure out if they’ll promote your business for a fee or if they’re willing to promo as long as they’ll get to use your product or service for free. Scaling things that are not scalable comes from sheer effort and time.

If you want to get technical, I would personally spend 30% to 50% of my budget on influencer marketing. It is incredibly cost effective. But, this is just one man’s opinion, formed by my own research and experience. 

 How To Find The Right Influencer

Now, you’ve figured out your strategy, and how much you want to spend–how do you decide who’s the right influencer for your brand?

This one is simple: the person who is authentic and gives you the best creative at-bat for meaningful distribution to a relevant audience. Aside from identifying the most cost effective influencers to work with, I truly feel one’s authenticity is more important than any other trait you can look for. And you can’t measure it. This is where intuition and knowledge of your business’s target audience and the influencer marketplace come into play. 

There are tools you could use to measure things like engagement rates or the ROI on your deal. But if you want a long lasting, successful relationship with an influencer, go for authenticity.

Takeaways

I know some of you skipped to the bottom of the article. To recap:

Influencers marketing is the modern day endorsement deal.There is a massive ROI on influencer marketing.Your strategy should include ways to capture underpriced attention by using influencers and emerging platforms.In order to effectively identify the best influencer opportunities for your brand, it will require lots of research, outreach and negotiations. Based on your business you could be spending 30 to 40% of your budget on influencer marketing.The right influencer will be authentic and gives you the best creative at-bat for meaningful distribution to a relevant audience for your brands.

Bonus tip: When you find the right influencer, don’t micromanage!

Remember, if you found value in this article, it would mean a lot to me if you shared it with your friends.

The post What is Influencer Marketing? Guide on Growing Your Business appeared first on GaryVaynerchuk.com.

10 Ways To Get More Followers on Instagram: How To Guide

I know a lot of people who follow me would like more followers. On Instagram, on TikTok, wherever; we know it’s important to understand social media. Why? Because there is no “social media” anymore, there’s just “media” and social is a part of that. 

If “media” is the content and the culture we all consume, then “social” is community; it’s connections and insight. With this in mind, it is so necessary for brands and marketers to understand Instagram. It’s one of the largest social media platforms to date. It’s a source of great learnings and offers an immense opportunity to build community and legacy, both for an individual’s personal brand and a large company. Keep reading to learn how to navigate this social media platform–and how to get more followers. 

1. Have a strategy

First of all, it’s necessary to understand that building a community is more important than the amount of followers you have. Your community should be the foundation of every piece of creative you produce, it should be the cornerstone of your entire strategy. Remember: if you want to win, you have to make it about “them” because business is a “them” game. Now, taking that aside, here are some tactical things you can do to grow your Instagram presence.

The $1.80 Strategy Familiarize yourself with the $1.80 strategy. I’ve written about this, in depth, a few years back. To summarize, this is all about finding hashtags/content that’s relevant to your business, and commenting on that content. If you leave thoughtful comments, aka your .02 cents, on 9 posts for 10 hashtags–that’ll add up to $1.80. 

Your .02 cents should never be spam. Rather, they should be small drops you make into each “bucket” of karma, community, and your own personal brand. 

2. Define Your Target Audience

Now that you have a strategy in place, it’s time to think about who you want to target. Start with the macro, the basic psychology of your target audience, then add layers. What is your brand, who do you represent? Study the slang they use, their style, and (of course) the hashtags they use. The last piece is important because hashtags can help you narrow down your audience. They can also help you identify communities and gain insights into the behaviors of that audience.

3. Be Authentic

Authenticity is important. I’ve spoken it about it a few times, but to summarize everything: don’t put on a show. Be authentic and real in categories you’re willing to be authentic and real in. What I think many people are missing is, you don’t have to be in every conversation. There are people who don’t even do social media because they say ‘Gary, I don’t want my business out there’–okay, so don’t.   

Personally, I don’t go into convos where I feel like I don’t know what I’m talking about or I don’t want to share with the world. I stay very narrow and that’s it. 

Your content should be about what you want, and you should be honest about your experiences and expertise. It’s possible to get away with being inauthentic for a while, but it’s no fun, and you could lose the community you’ve built.

4. Content, Content, Content (that’s relevant and consistent)

Now it’s time to put out content. Your content should be relevant and consistent. It should speak to your community. A good way to do that is to follow the 79/21 rule and look at how your community behaves on other platforms. Once you have that down, you’re ready to post.

Something to keep in mind, don’t worry if the content is “good” or not. Good is subjective. Just post it!

5. If Content Is King, Context is Country

As important as content is, context is even more important. Just think about it, you wouldn’t post something for LinkedIn on TikTok. Everything you post has to be contextual to that platform. People forget that great content is predicated on context. If you want a more tactical overview, check out a blog post I wrote about this topic.

6. Promote Your Instagram Account

There are two ways to promote your Instagram page. One of the best ways is through organic reach. This is where the $1.80 strategy comes in. If you’re posting thoughtful comments under relevant hashtags and content, your content is more likely to come generate likes, views, and appear in search. 

Another way to promote your account is to pay for it. There are tons of ways to partner with influencers and community groups–just reach out. Sponsor some of their content and ask what their rates are if they were to promote your page/products. Some influencers are underpriced and some influencers are overpriced, so it’s important to do your research.

As always, avoid fake followers. They offer no value to your brand. Although it might seem easier to buy followers, the new bots only lower your page’s credibility–who wants to visit an inactive page with tens of thousands of followers? Bots don’t like, share, or engage with your content and they’ll likely get cleaned up when Instagram does a sweep. Just avoid them. 

7. Pay Attention To The Numbers

Even if they’re not the most important thing, follower counts and likes matter. They are an important metric, especially for those of you who are growing your business. Still, you know what’s even more important?

The comments. The shares. The amount of people who save your post. In a world of fake followers and inflated likes, your actual engagement rate matters so much. If you want people to engage with your posts, thoughtful content matters.

8. Build Community and Give Value

I know it’s easy to say “build community” but what does this look like in practice? You can start by following relevant accounts and influencers. Think about how they add value and what gaps aren’t being served within the community you want to reach.  Reach out and ask if they’d like to collaborate or partner on a project.

Use the comments to figure out what your community wants. When you do choose to run a contest or start a series on Instagram–make sure it’s something that provides value to them. 

9. Use one platform to inform the other

This is another gem from the 79/21 strategy. It’s clear that someone who follows you on Facebook may act differently than someone who follows you on LinkedIn. However, if the same person follows you on both platforms look at how they behave. Your Instagram followers may be unlikely to ask you for resume tips–but if you know a lot of your followers are about to enter the workforce, and you’ve seen many of them ask for resume tips on LinkedIn, use that to inform your Instagram content.

Maybe host a Live Q&A, where you take questions from your followers and video chat with them in real-tip about resumes? This feature is unavailable on LinkedIn, so you could also drive some of your followers from there to your Instagram. Overall, listen to your community, no matter what platform they choose to speak on.

10. Enjoy the process

Arguably the most important part, you have to enjoy the process.  Instagram, and social media in general, can be a long game. It’s important to remember that and not be discouraged when you have less followers than someone else. Also, never ever compare yourself, your progress, and your process to anyone else.

Try some of these tips and let me know what worked for you. As always, if you liked this article, be sure to share it on Twitter.

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Clubhouse App: The New Audio-Chat Social Network

Who’s ready for the ultimate guide to Clubhouse App? 

I’ve been tasting and exploring the app for months now. Therefore, I’ve got a pretty good idea of what it is, so far. I know a lot of you have questions about the app although for some of you, the app isn’t available in your country.  So, I took note of your most common questions and made this guide. Feel free to bookmark this page and come back after you’ve secured your first Clubhouse App invite. 

Clubhouse App OverviewIs Usage Free? 

Yes, but you’ll need an invite to join.

Is The App Available On Both iOS And Android?

No, so far it’s iOS only. That may be because there are more Android users than iPhone users worldwide and the app wants to scale slowly. Initially, there were only 1,500 Clubhouse app users and they were only allowed one invite at a time. Even with these restrictions, the app now has over one million users. If the founders were to open Clubhouse up to Android users, that would more than double their potential user base.  An event like the Elon Musk interview would have crushed their servers–and not in a good way. But, we’ll get back to that later in the guide. 

How to Use Clubhouse App

If Twitter is the town square, Clubhouse is the dinner table. The Guardian has called it, “A way for people to socialize amid the pandemic. [It’s] A social networking app based on audio chat. Part talkback radio, part conference call, part Houseparty.” Those are a few different comparisons so I’ll break it down a little more. 

What Does The App Offer?

We all know the pandemic has been hard, so the social aspect of the app is a given. Yes, it’s similar to the app houseparty but it’s also similar to an everyday houseparty. It’s a social network in the purest sense of the word. Using Clubhouse is like walking around a party, or an event conference. You can hear the live conversations of others, and/or join a conversation that you find interesting. Also, nothing is saved on Clubhouse, it is literally “drop in audio”, which adds to its FOMO element. If you don’t log in one day, you could potentially miss out on some interesting conversations. 

To break down the “talkback radio” comment (especially for the readers from later generations), Clubhouse app is similar to calling into a radio station where you can ask someone you admire a question. Or, maybe confront someone you think isn’t a good role model.

Breaking this down further, a lot of celebrities use the app. This makes some outlets label the app as having a “pretentious, clout-chasing” atmosphere; saying it’s primarily for, “people who like to talk and miss having an audience—like needy celebrities—or lurkers who want to be the fly-on-the-wall near interesting conversations”. However, the reality is much more nuanced than that. 

It’s rare for a celebrity like Kevin Hart or an entrepreneur like Elon Musk to get to have a conversation with thousands of people, all at the same time. Of course, they could give a magazine an interview or address their fans directly via Instagram Live or Twitter, but Clubhouse offers them a platform to speak with fans and critics alike instantly. In that way, it’s like an instant, smaller version of iHeartRadio or the Breakfast Club. If they walk past a Clubhouse room where they are the topic of discussion, they can join the room and take center stage themselves. Or, they can host and moderate their own Q&A and bring out/interview guests of their own. Kevin Hart and Elon Musk, respectively, did that–and that is the power of Clubhouse. 

How Many People Can Be In A Conversation?

Up to 5,000 can be in a single room at any given time. The capacity can be increased for a special event, like the Elon Musk Q&A. Of course, the more people in a room the more difficult it would be to talk. Think of it like the difference between joining a conversation between two people versus trying to get a question answered at a 2,500 person conference. Both experiences are possible with Clubhouse. The difference is, Clubhouse is pure audio chat and you can have these conversations from the comfort of your own home.

How To Invite People To The App/ To Chat

How do you get on Clubhouse? The short answer is: know someone who is already on the app. You see, initially, existing users were given one invite (now it’s two or three) to share with a close friend or someone they were sure could really benefit from the app/social network. That’s still true, but existing users are also given more invites as they continue to engage with the app. This means that it’s likely some people now have a surplus of invites–so, don’t be afraid to network on social media in order to see who might have an extra invite for you. Since the app is still in beta, it’s still invite only, which means there isn’t really a way around needing to know someone with access to the app or networking with someone you follow on social media. But, as with all parties, there is a back door.

Let’s say you do know a lot of friends who are already on the app, but they’ve already given out all of their invitations. If that is the case, click on the website, and add your phone number to the waiting list. Then, download the app so you can reserve your username. Depending on how many of your friends are existing users of Clubhouse, they might receive a notification telling them that you’ve reserved your username and that you’ve downloaded the app. When this happens, they’ll get the option to wave you through, giving you access to the app, even if they don’t have an official invitation to send. 

Also, this option allows existing users to save their invitations for someone who might not have access to the “back door” feature of the app because it doesn’t use up invitations they already have. So, if your friend has one invite and is trying to decide between you and her cousin in Idaho, if you already have a few friends on the app, she can open up the “back door” for you and save the invite for her cousin. 

Clubhouse Profile Setup

Okay, so now you’re in Clubhouse. You’ll soon find out there’s space for everyone: Silicon Valley VCs, influencers, celebrities, marketers, entrepreneurs, environmentalists, journalists, creatives, and everyone in between. As this is one of the first social media platforms that’s solely based on audio chat, you may wonder what or how to set up your profile. Our friends at Social Media Examiner have compiled this handy guide, but I’ll break it down a little more.

Of course, you should have an interesting profile picture. Don’t worry too much about it being “professional” or “creative”, just make it authentic to you (and make sure it’s sized correctly). Then write your bio. You could make it funny or serious, depending on what your goals are. However, if you prefer to be straightforward, the first three lines (about 125 characters) are super important. Those are the first three lines someone will see in their preview window when you click on their profile.

While there is no character limit, Clubhouse will send you a notification if your bio is too long. So, keep these words clear and concise. 

Linking Other Social Networks with Clubhouse

You can link your Instagram account and Twitter profile to your Clubhouse profile. It’s a pretty straightforward process if you’re used to social media platforms, but check out the guide linked above if you’d like a step by step breakdown. 

How To Build Your Brand/Business With Clubhouse 

Here’s the big question, can you build a brand with Clubhouse? Is it a feature or is it a platform? Does it have staying power? My answer? I think clubhouse is incredible and I’m very bullish on this format. 

Twitter is already testing a competitor and I predict Facebook and Instagram are going to re-create this “audio drop in” format as a feature. Clubhouse could possibly become the next TikTok or LinkedIn. Therefore, it’s wise to get familiar with how to navigate the audio landscape.

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If you’re asking those questions from the perspective of, “Is this worth my time”, let me explain, right now, that this app/social network has a lot of attention as well as a lot of very intriguing people in the community (more on that later). It’s a good use of your time whether Clubhouse is huge in a year or not, because  the time you spend there, right now, while it’s hot, is valuable. Most people worry about it going away but everything goes away eventually. It’s about maximizing attention, building reputation and community,  while it’s hot.

How do you do that? Well, if you have the app, are you listening or are you contributing? You have to taste all sides of it to figure it out. Don’t let your ego get in the way. So many of you have so much value to add to a conversation. I’m pushing you, as a friend, to contribute to one room. It’s not just about passive listening (although that’s valuable too). If I had the time, I would spend every minute I could on Clubhouse–building community.  It is the platform to engage and Clubhouse gives everyday people access to those they normally wouldn’t have met otherwise. 

Celebrities Who Used Clubhouse

It’s no secret that many celebrities and influencers are fans of the app and social network. Everyone from Jared Leto to Tiffany Haddish to Drake has a Clubhouse profile and that’s part of the app’s appeal. In fact, Clubhouse is notable for popularity among Black celebrities, with Tiffany Haddish being one of the first celebrities to hit one million followers on the app and Buzzfeed news calling it the “place to be” for Black creatives. Although the app has recently been banned in China, the app’s international reputation has grown there as well as Korea, the United Kingdom, and Mexico. Below is a small list of every celebrity that reportedly has used Clubhouse app:

Madonna, 21 Savage, Meek Mill, Drake, Kevin Hart, Tiffany Haddish, Jared Leto, Zendaya, Virgil Abloh, Ashton Kutcher, Oprah Winfrey, Estelle, Kanye West, Horan, Mino, Gong Hyo-jin, (and many many more).

Overall, Clubhouse app is here and it’s changing social media. Right now it’s invite only, but I’m excited to see how it changes as it scales to fit the consumer appetite. It’s clear there’s so much attention on the app right now. Whether or not you’re able to day trade on that attention will be up to you.

Thanks for reading! If you’ve enjoyed this article, it would mean a lot to me if you shared it on Twitter!

The post Clubhouse App: The New Audio-Chat Social Network appeared first on GaryVaynerchuk.com.

3 Tips For Hiring Top Talent In 2021

We’re in the middle of a few things here in the US, and hiring season is one of them. I constantly get DMs and emails about how to attract and retain great talent. I’ve spoken about hiring a lot over the past ten years and while some thoughts evolve, others stay the same. Keep reading to learn my three top tips for hiring professionals in 2021. 

Big Egos Lose Talent

First up, when it comes to hiring, you have to put aside your ego. I promise you, indecisiveness, debate, and pontificating is ultimately–ego. That’s what’s stopping so many people from being successful. I promise. 

Everyone wants to be someone that’s good at hiring and that’s one of the biggest flaws in companies today. I implore you to look at what your team needs as a company, what skills you lack as a leader, and where a new hire could fit into what you’re trying to build–rather than look at subjective measures of success. For me, if someone on my team tells me they went to an Ivy league school, and another tells me they went to community college, I look at them the same. If anything, I aim for people who like “dirt” because I know they don’t let their pride make them insecure. It’s all about where your new hire fits and it’s short-sighted, and incredibly micro, to wrap your pride around how “good” your hires are. 

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Let me tell this story. I feel like my EQ and people skills are off the charts. Yet, I am baffled by how many horrible hires I’ve made in the last 20 years. They just weren’t a good fit. So, when I think about my intuition and ability, then deploy that against the masses, I know a lot of you have made huge amounts of hiring mistakes. Therefore, I don’t worry about what you think about me.  I’m very comfortable and excited about admitting that I was wrong.

I quickly hired around 300 people when I first started my company because I was willing to admit when I was wrong and make changes when necessary. I don’t like to fire, but as long as it’s handled with empathy and respect for the person you’ve hired, you have to accept it as a part of running your business. 

Most people sit on new hiring mistakes for a year or two, because they don’t want to be exposed as having made a wrong decision. In that time, enormous amounts of bad stuff happens to your business. If I can convince one person reading this to admit to themselves that they made a hiring mistake, I will have written a successful article.   

Because I’m not afraid to be wrong, I’m not afraid to hire. If anything, I always overhire, always because I’m anticipating growth and that’s how you grow. I think a lot of this comes down to knowing yourself first of all. So I’ll give you a very good piece of advice (I genuinely believe this):  hiring people for things you don’t want to do is unbelievably powerful.

I couldn’t be more bullish on it. If all of you right now just truly take a step back and say, what do I do every day that I don’t want to be doing and hire for that, I couldn’t be more proud. 

Redefine potential. 

When we had just hired our first chief creative officer, I had spent six months prior trying to find the person with what mattered to me the most: emotional intelligence.

This might upset you, but I don’t respect talent, not to the degree that most people do. It’s stunning when I run my business how secondary pure talent is to people skills.

This notion that some creative people are so special that they can be impersonal, and bully everyone else is the exact opposite of how I run my business. I’m very unpopular in tech-land because I don’t want to run a business where being mean brings the best out of people. I don’t care if you’re a creative genius; act like a normal person or leave. 

Second, I believe continuity trumps everything. It’s just like sports. A team that stays together usually beats a team with superstars that were put together for one season. I believe that and I love continuity at Vayner. We have enormous continuity for a young company and I want to keep it forever.

Hiring is guessing. Firing is knowing. 

When it comes to hiring, I look for intent. I look for intent and I look for a lack of insecurity. I think insecurity leads to disproportionate worst behavior. Also, I look for somebody who compliments me or has a communication style that works for me because I hate to micromanage. I’d rather pick people I believe in and empower them. I want to provide flexibility. That’s humility.

Still, hiring is guesswork and it’s okay to admit that. It’s okay to admit when you’ve made a mistake. I know no one likes to do this, but if hiring is guessing, then firing is knowing.

Hiring and firing, you need to do that because it’s a part of every business. In a way, firing is more important to company culture because it sets the tone for the culture. You can’t be afraid to fire someone who’s cancerous in culture. It builds your credibility, it says, “No matter how talented you are, you have to treat people with respect.” It says, “I don’t care how I know you or how long you’ve been here–we reward people based on merit.” This is why self awareness is so important; it helps your company, your community, and ultimately, it helps you.

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The post 3 Tips For Hiring Top Talent In 2021 appeared first on GaryVaynerchuk.com.

The Top 3 Wines For Valentine’s Day!

We are two days away from Valentine’s Day, do you know what that means? It means that now is the perfect time to tell your friends, family, and co-workers just how much they mean to you. It’s always a good idea to lead with empathy and kindness, but on Valentine’s Day, take some extra time to show people you care. 

Of course, I’d be remiss not to mention it’s the premier holiday for romance. If you have someone special in your life, keep reading to find out the top 3 wines to pair with three classic meals.

Wine 1: Pinot Gris 

This one’s kind of like Pinot Grigio but you can get it from Oregon. It’s spicy, racy, and great with a seafood dish. Try this one from WineLibrary!

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Wine 2: Barolo

It’s a smooth, silky red for all the Pinot Noir lovers, but with a little Italiano romance. Check out this one!

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Wine 3: Late Harvest Riesling 

Now we’re talking dessert, sweet, cake–this wine will get you a little tipsy as you’re heading into your night. We have a few great ones at Wine Library, but this one is sure to bring a smile.

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The post The Top 3 Wines For Valentine’s Day! appeared first on GaryVaynerchuk.com.