By NewsCred contributor, Kylie Jane Wakefield
Gary Vaynerchuk is a digital marketing legend.
In the late 1990s, he launched WineLibrary.com, an e-commerce site that sells wine made around the world to customers. Following the success of the site, which is now worth $45 million, he started Wine Library TV, a collection of short videos that features Vaynerchuk tasting and commenting on wines. He boasted 100,000 hits per day, and received hundreds of comments on the videos, which he put out until 2011.
Now, he runs VaynerMedia, a company that produces content and marketing campaigns for big brands. His impressive list of clients includes PepsiCo, Virgin Mobile USA, the New York Jets, General Electric, and Green Mountain Coffee. Vaynerchuk and his 250-person team have recently shifted their focus to micro-content on social media platforms, as well Vine videos, to spread their clients’ branding messages.
In a 2013 interview with Forbes.com, Vaynerchuk stressed the importance of distributing content on social media sites. “You produce content for Vine, Medium, SoundCloud, Instagram, Tumblr, and Pinterest. If you can’t, you pick the things that make the most sense,” Vaynerchuk said. “In the old world, that was predicated on money, but now it’s predicated on time…You have to create a strategy based on your audience and what you’re trying to achieve.”
VaynerMedia’s Foray Into Micro-Content
Micro-content comes in the form of status updates, short videos, photos, and hashtags. Unlike long form blog posts, white papers, or in-depth videos, it can be easily digested on the platforms that consumers – especially young ones – are already utilizing.
