Gary Vee is wrong

@brendenbuilds

61.2K followers · usually 769 views a post

Views

5.3K

Likes

187

Comments

10

Shares

15

Selling · SaaS › Marketing Tool

Motionseen in 17 videos →

Why it worked

The video offers a contrarian take on popular marketing advice, which can be engaging. It also provides actionable insights and a specific tool (Motion app) that viewers can explore, making it valuable for founders interested in improving their ad performance.

Summary

The speaker argues that while Gary Vee's advice to use successful organic content as ads is partially correct, it misses crucial nuances. A truly effective ad needs to track hook rate, retain rate, and convert rate, which platforms like Motion can help with. The speaker suggests that organic posts that can achieve all three metrics are prime candidates for paid advertising, emphasizing the importance of multiple hooks to maintain viewer engagement.

Structure

1Gary Vee's advice on using organic content as ads is flawed.
2Effective ads require tracking hook, retain, and convert rates.
3Platforms like Motion help analyze these metrics.
4Combining strong elements can create a winning ad.
5Organic content needs to be optimized for conversion to be effective as paid ads.
6

Original caption

I said what I said #garyvee #marketingguru

More from @brendenbuilds

Their other posts in the index, biggest breakout first.

Using secondary hooks can improve retention.

Product placement

The video discusses the concept of using successful organic content as paid ads and mentions the 'Motion' app as a tool to track key advertising metrics like hook rate, retain rate, and convert rate.

Call to action

Copy the post ID in your ad account. Do not boost it.

On-screen text

Gary Vee is wrong GARY VEE. KEEPS SAYING, A VIDEO DOES WELL ON ORGANIC, USE THAT AS AN AD. TEST YOUR ADS FIRST IN ORGANIC. AND HE'S HALF RIGHT, HALF WRONG. NUANCES HE'S NOT TALKING ABOUT, I'D GIVE MY PERSPECTIVE BEFORE I GO TO BED. A GOOD VIDEO AD HAS THREE DIFFERENT METRICS, UH, TRACK. HOOK RATE, RETAIN RATE, AND THEN CONVERT RATE. PLATFORMS LIKE MOTION MOTION APP LETS YOU REALLY SEE THE HOOK, RETAIN, AND CONVERT RATE OF EVERY, UH, VIDEO AD. AND SOMETIMES I'VE EVEN FRANKENSTEIN TOGETHER SOME ADS, LIKE ONE THAT HAD RETAIN RATE, A REALLY GOOD, UH, CONVERT RATE. JUST ELEMENTS TOGETHER, AND BAM, YOU HAVE A WINNING AD. IT WORKED. I MEAN, WE'RE. ACCOUNTS I MANAGE ARE STILL RUNNING THOSE FRANKENSTEIN ACCOUNT OR FRANKENSTEIN ADS RIGHT NOW. ORGANIC SOCIAL MEDIA POST MIGHT ONLY BE GOOD AT THE HOOK IN THE RETAIN. IF THEY'RE NOT GOOD AT SENDING PEOPLE TO THE WEBSITE TO CONVERT THEM, IT'S PROBABLY NOT AN ACTUALLY GOOD AD. VIDEO, ALL THE WAY THROUGH, I'M NOT SELLING YOU ANYTHING. I'M PROVIDING YOU VALUE. MAYBE THIS VIDEO DOES GOOD, BUT SINCE THERE'S NO CTA, ME TO SELL YOU. THIS VIDEO IS A GOOD CONVERT RATE A GOOD CONVERT RATE AND I WILL NOT USE IT AS A PAID AD. BUT TO GARY'S BENEFIT, MAYBE. EVERY ORGANIC POST THAT YOUR COMPANY MAKES THROUGH POTENTIALLY USING AN AD. IS THERE A ACTION AT THE END OF THE AD DOES THE POST HAVE A GREAT HOOK? ALSO, SOMETHING I'VE MY OWN POSTS IS HAVING A SECONDARY HOOK. SO YOU START WITH A HOOK, LITTLE BIT, ANOTHER HOOK SO YOU KEEP THEM RETAINED AT FOR THE FIRST AT LEAST FIVE SECONDS, TO BE WORKING PRETTY WELL. AN ORGANIC VIDEO THAT YOU POST THAT CAN HOOK, RETAIN, AND CONVERT LIKE A MILLION VIEWS ORGANICALLY. HELL YEAH. PUT IT IN YOUR COPY THE POST IN YOUR AD ACCOUNT. DO NOT BOOST IT. HOPEFULLY I YOU THAT.

Transcript

Gary Vee is wrong. Gary Vee keeps saying, if a video does well on organic, use that as an ad. Test your ads first in organic. And he's half right, half wrong. There's a couple nuances he's not talking about. I'd give my perspective before I go to bed. A good video ad has three different metrics, uh, track. Hook rate, retain rate, and then convert rate. Platforms like Motion, Motion App lets you really see the hook, retain, and convert rate of every, uh, video ad. And sometimes I've even Frankenstein together some ads, like one that had a really good hook rate, a really good retain rate, a really good, uh, convert rate. Just put all those elements together, and bam, you have a winning ad. And it worked. I mean, we're. Some of the accounts I manage are still running those Frankenstein account or Frankenstein ads right now. Organic social media post might only be good at the hook in the retain. If they're not good at sending people to the website to convert them, it's probably not an actually good ad. Video, all the way through, I'm not selling you anything. I'm providing you value. Maybe this video does good, but since there's no CTA, me to sell you. This video is not gonna have a good convert rate and I will not use it as a paid ad. But to Gary's benefit, maybe. Every organic post that your company makes, needs to think through potentially using an ad. Is there a call to action at the end of the ad? Does the post have a great hook? Also, something I've been trying with my own posts is having a secondary hook. So you start with a hook, you explain it a little bit, then you hit them with another hook. So you keep them retained for the first at least five seconds, to be working pretty well. But an organic video that you post that can hook, retain, and convert, like a million views organically. Hell yeah. Put it in your ad account. Copy the post ID in your ad account. Do not boost it. Hopefully I told you that.