“You can’t find a 24-year-old on Facebook today,” says social media marketing expert Gary Vaynerchuk. ”Every one of them was on the platform eight years ago. So it ebbs and flows and as TikTok gets older an audience can emerge. I’ve been putting out business content on the platform from day one, it skews entrepreneurial, which may work in teenage and early 20s.”
I Don’t Believe TikTok Is A National Security Threat
The pitch started before all the brouhaha started. We were awarded the business (with TikTok) during this time. Obviously, like every other American business in the world, we will deal with whatever the rules are. Like everybody else, we’re standing by. Personally, I don’t (consider TikTok a national security threat). But maybe I’m not sitting on information that others are. But no, I do not.
Our small scope with TikTok at the Vayner Media level doesn’t really impact what I’m interested in in the scheme of business. Facebook, Inc., Pinterest, and Linkedin all our platforms that all of our brands work on. I’m not overly emotional or I have no feelings. I could care less if Facebook, Snapchat, Linkedin, CNBC, the New York Times disappeared off the face of the Earth. I’m focusing on attention and that’s what our clients are focusing on. Where is the actual attention and how do we advertise on that platform?
Every Influencer Needs To Be On Every Platform
As far as the influencers, every influencer in the world needs to divest and be in every single platform and create contextual content on each of those platforms. Whether it’s a government getting involved and shutting it down or if it’s the consumers shifting if you put all your eggs into MySpace you’re not doing so well today. So something I’ve been screaming about in my content for a decade is if you’re not creating content across the board you’re losing. It’s something that brands need to be doing.
Way too many are pot-committed to commercials on a TV network when all the attention is shifting to your mobile device.
You Can’t Find A 24-Year-Old On Facebook Today
What’s funny is if you look at what’s happening on TikTok, we’re getting our advertisers that are trying to reach 35 to 45 going on the platform pretty aggressively because every platform gets much older. Don’t deviate from what you know. If you and I dance on that platform I don’t think we’re getting that many views. You need to stay in your pocket and create the content and let platforms evolve.
You can’t find a 24-year-old on Facebook today. Every one of them was on the platform eight years ago. So it ebbs and flows and as TikTok gets older an audience can emerge. I’ve been putting out business content on the platform from day one, it skews entrepreneurial, which may work in teenage and early 20s. CNBC and your incredible show could dominate on TikTok if you put out information and just had the nuances of TikTok more than trying to become Charlie Demilio.