April 1, 2020
The Power of Facebook Advertising Explained for 2019

The Power of Facebook Advertising Explained for 2019

– How many people here have
bought something on Wish? The shopping app, raise your hands. Raise it high, own it, don’t be scared. Cool, how many people
here have never heard? It’s cool, I need the honesty here and everyone’s very fucking like this. How many people here
have never heard of Wish, the shopping app? Raise your hands. This is the best moment of my life. One more time, you have not
heard of Wish the shopping app, raise your hands high. Okay, this is the best,
thank you very much. Wish depending on who you listen to ’cause it’s a private kinda thing company. Is doing anywhere between three to six billion dollars in revenue. Wish is probably the closest thing to any kind of conceivable
threat to Amazon in the world. Wish is doing three to six
billion dollars in sales, they’re spending 98% of their
money outside of a Lakers Los Angeles Lakers patch on the jersey and the McGregor Mayweather
fight they bought the corner. Outside of those two activations, they are spending 98% of
their money on Facebook ads. Wish’s founders are engineers from Google that worked on the
Google ad words product. Wish is doing three to six
billion dollars in sales, and more than half of
this room, this room. Not some fucking random hundred people on the street in London, this room. More than half the people
don’t even know what it is. That is the punchline, thank you. You got your perspective. I just want to be happy,
don’t you want to be happy? How many people here are entrepreneurs and run their own business? Raise your hands. So for me, just high,
just for my own context. So for me, this group more than
anybody is most interesting because for them I can comfortably say every dollar you do not spend
on Facebook and Instagram during this era you’ll
regret not spending. I can’t believe how much I’m spending because what really is the
conversation that’s not being had in this space is what
we all need as brands or entrepreneurs, or individuals which is a lot more content. If you really deeply understand, how many people here
are on the media side? Like are media practitioners of Facebook? Just raise your hands. So, these individuals that
just raised their hands. They deeply know that the, especially when you really know it, that the vulnerability/the
opportunity is we need a hell of a lot more content. That’s contextual to the planning capabilities of the platform. The big ah-ha, the big
thing that I would love for people to leave here,
if it brings them value is understanding that I’m
producing a 100 pieces of content a day for my brand and I’m
probably a 1,000 to 4,000 short of what I should be doing. I failed almost all my classes,
but one that class I got A’s and B’s in consistently was history, and that’s really interesting how that’s played out in my career. I would implore all of
you, if you really wanna get an input to what I
think is happening here, if this conversation evolves in the next hour and it’s valuable. I would implore you to watch
the first 100 commercials made for television. The first 100 commercials
made for television, which you can wildly find
on YouTube were radio ads. They were somebody holding
up something or an image and then a man read a
script and so a radio ad was put and made into a
television commercial. – [Man] America runs on Bulova time. – Because we as a creative
advertising field, in the industry, in the
businesses hadn’t figured out what the television commercial was. To me, the most interesting
thing is in 2018 I think most of us agree,
we’ve all accepted that taking a television commercial
and putting it in your Facebook feed or YouTube,
that doesn’t work. I think we all kinda got there. But there was a far bigger
301 to that 101 point of view, that needs to be talked about. Which is, okay, but what does? While we’re at the commercial shoot, let’s shoot some collateral
and use that for Facebook, is also a very 101 point of view. If anybody is producing
TVC and not producing a hell of a lot more
content while they’re there, they’re already disproportion
behind the reality of the things that we should be doing. Way more importantly to me is
should it be interpreting that spot or should be changing
out actors and actresses that demographically would
be able to be powerful to the people consuming it? Should we be bringing other
products and things there, that allow us to shoot
completely different things? I think we have a very
weak creative conversation around the new channels
because I think we come with a perspective from the old world. I have empathy to why that is. One of the biggest
mistakes that people make is they make decisions
in a focus group of one. I have never made a
business decision in my life based on my own behavior. That is laughable, stupid
and just naive at best, and ideologically the kinda
like, it’s not a good idea. And so, I’m fascinated by how many people go into rooms and say Gary, you’re right! My 14 year old daughter uses Instagram. Great, John. (audience laughs) This is not about you
or your three friends, or your 17 year old niece or what your grandma did yesterday. This is fucking data at scale, this is black and white happened. This is not happening, this isn’t coming, 90 plus percent of the
Fortune 500 CBG brands are declining in market share. In their marketing
behavior, 80% of their spend is either on television
or programmatic digital, which is digital 2006. This is not confusing. Meanwhile, Jim Shark
and Fashionova and Lola, and movement watches are going
from zero to 25, 50, 100, 500, million dollars in
sales on 100% spend on Influencer, Facebook and Instagram. This is not subjective debate
like if a video was funny. This is what’s happening
in the business world. One of the things I recommend
all of you is at least one time in your career, make
a fundamental career change and go into and industry with fresh eyes, you will be stunned how smart you will be. I think that was my great advantage, I didn’t know when I
started being in media, I didn’t know that media
and creative was separate. It was just what I did at
my library and the only way I saw the internet work
and so I just built that. It wasn’t smart, it was
naive and practical. And so, my rant here is
predicate on one thing. In 2019, to even have this
conversation is underwhelming. In 2019 to even have this
conversation is underwhelming. This has been proven, this
is no longer should we guess? There is countless examples. Now, the problem is for some
people that are in the trenches and have run stuff is like anything, if you don’t play an item
right, it won’t work. Unbelievable amounts of
money you’ve been wasting on Facebook and Instagram because of a million different things. The creative was not strong, the targeting and the creative was not
contextual to each other. There’s a million different
reasons why this happens, so the ROY of a piano to me is zero. To Elton John it’s been a billion dollars. Cool, it works, but now what? I think that Facebook
and Facebook knows this, my points of view on Facebook’s
best practices creatively, is something I fundamentally disagree with because I think it panders to reporting and things of that nature. But back to the creatives in the room. You want to win creatively? Make something that’s good. Make something people want to watch. You can’t imagine what
happens when you make a piece of video content
that’s really good, that people watch for two
minutes and nine second, all the way through or
50% of the way through, and then you re-market
them with a call to action. You can’t imagine. You wanna really believe
in marketing, do that. You wanna really believe
in how marketing works? Let me give you the quickest way you can feel really good
at putting your head on a pillow and saying yeah,
this shit actually works. Make a great fucking
video, target it properly. Get hundreds of thousands of people to see quite a bit of it and then re-market them for a call to action and
watch how many convert. You’ll believe in marketing
the rest of your life. It works, it’s just that nobodies natively building for that. My big thing is this. I book it into two groups
of people right now. One, the people that work at companies and what they spend their money on, versus two, the people that
have to feed their families with the businesses success and what they spend their money on. And when you go look at the
people that work at corporations and spend money on the
media side and creative, and what they’re buying. And then you go look at entrepreneurs who have to put food on
their table and what they’re spending their money on, that
will give you the biggest indication of what I
think is going on today. And by the way, that, I wanna
make this perfectly clear. That doesn’t mean a CMO or
head of media at an agency is a bad person, stupid or wrong. It means that’s the game they’re playing. Of course, if you’re a
CMO of a company that’s internal MMM doesn’t score
social, but over-scores TV. You’re gonna allocate those
dollars because you’re bonus is predicated on hitting your numbers, and you got to buy a second
car for your daughter. Humans, humans are why very very very big businesses go out of business. And so I’m super pumped because
a ton of huge businesses are about to go out of business. And not because I want that carnage because I love the merit of the market. One other random thing, this
is just more like fodder. It is scary how under priced
influencer marketing is. If you deeply understand it. Mainly because humans don’t
know how to price themselves. Some are completely out
of their mind and want 20,000 a post when they’re
worth $300 in media. And they bought their
fans and you can tell. I love these fuckers with
four million followers on Instagram with nine likes. We know what you’re doing, dick. But on the flip side,
boy, the long tail of influencer marketing is fascinating. Getting a 1,000 different people. Now it’s a lot of hand to hand combat, it’s a lot of non-working
media dollars to get it done. But, in net efficiency the business result you’re looking for it’s super real. I think the best way to build
any brand is deeply deeply into truths an authenticity. So, when I started putting
out content for example, I curse on stage, if you go
look at my 2007 videos on YouTube, I get murdered in the
comment section for cursing. Far less acceptable 11
years ago than it is today. For whatever reason. But I wouldn’t waiver
because it was just a way, when you’re a jersey boy, this
is just how you fuckin’ talk. And so, one, you’ve got to
be you all the way through. Authenticity is such a played out term, but it’s kinda like stereotypes. They’re grounded in some truths. Authenticity really matters,
high volume of content, not overthinking the
audience in the way that most people don’t show them true selves because they’re worried about
losing certain people around certain things, thus, they become vanilla. To me, if you’re into
marketing but also a Jets fan, and also you garage sale on the weekends, and also you like root beer and sneakers. Put it all out. Maybe marketing community
doesn’t want the sneakers stuff, but maybe they do. So, a lot of overthinking,
so volume of content. I think really being grounded
and distribution of ads, the fact that you can now
again, ’cause Facebook brought it back, target based
on employees of companies. Just think about your business. You can target content based
on employees of companies. So literally your video could
be, hey, does your CMO know? That could be the beginning of your video. Or like please make sure
that your head of HR knows. All of a sudden, three of
the 4,000 that you targeted forward that video to the head of HR. This is back to being a practitioner. So I think being grounded
in the media capabilities, producing content, and the
final thing I would say is make it consumable based
on them, not on you. Meaning video, audio,
written word, all if you can. Now, if you’re shy in front of a video, which I have empathy, some are. Then you shouldn’t do it. But, if you can do video
it’s the holy grail because then you can strip
the audio for podcast and audio, you can eventually,
at first you can transcribe, but if you build up you can
hire somebody to transcribe it into Linkedin, medium and Facebook posts. And then also, you know what? I put out a deck, an
88 page deck recently. I think it’s titled Gary V Content Model. I literally just gave
all my, everything I do, my secrets for free, it’s out there. You should look at that. The thesis is make
content and then interpret it contextual to the channels. So, maybe a quote from this
talk becomes an Instagram quote with a picture on it. Maybe this audio, I for
fact this talk will be a podcast episode for
me, so things like that. So it’s creating content from
content ’cause you’re busy and you’re one person. So there’s an efficiency
of content production from a masterpiece of content
that creates collateral, that makes the volume
that you’re looking for more palpable than, it’s more
documenting than creating. Which as you can imagine
makes it a lot easier ’cause the creating part
is what holds people back. – [Woman] And say the constant
debate we have at work– – Yes. – [Woman] Is what should
frequency strategy be? Can you involve people too much? Do they really get annoyed? Do they even remember your ads
when they see it three times? What’s your opinion? – So, I think it comes down to, it comes down to what
you’re bombarding them with. Can the New York Jets bombard me too much? Absolutely not, bombard away. Can Milky Way candy bars
bombard me too much? They sure can ’cause
I don’t really like it or consider it, but if
their creative is clever, or utilitarian, or interesting. What about more importantly
if they gave me four different creative, instead of one? This question is predicated
on the lack of the thing that I think people need to
fill, which is more creative. One could argue, and my team argues about this all the time too. Do we just run the 13
videos that have been proven to resonate with people in perpetuity? Or do I keep creating new
stuff and what’s the cadence? The answer is there’s a
level of both to the result. I think that, I think
it’s a really bad idea to keep showing people
shit that they don’t want. So, that is for sure. That being said, there’s
also a conversation that should be had in our
industry which is difficult because the technology advancements of potential reach and actual reach. Potential consumption
and actual consumption. Meaning, I would also argue you could run that same Milky Way ad to me four times, I just might not see it
the first three times even though it’s registered as a view. But the fourth I may,
you see where I’m going? So I think this is why we
desperately have to tie this whole world into
if Milky Way was testing how it was doing in Dublin at sea stores over a one month period. You’d get far better answers
than philosophical debate. In all those hours of
the philosophical debate, if my company actually spent
the right amount of time in the meetings that
we should be spending. I’d have 400 less employees. We’re in meeting debating dumb
shit 24/7 in this industry. If we took half that time
and did it into doing and testing, and tasting. We’d all be much further along.

100 thoughts on “The Power of Facebook Advertising Explained for 2019

  1. Great content but let's be as real as he says he is. From the neck down, he looks like a teenage skater dude. Come now, that look is intentional and not as real as other aspects of himself.

  2. I like to listen to Gary. It is good to train my english, I like what he says about motivation, it helps me to improve my life personally and profesionally, but man…I hate ads. I block them all, no matter what, where, when, so I wanted to hear from the other side. What is the thing with ads? What is the deal? What is the pleasure? What/why ads make people so excited to work on them? I'm not the kind of person that buys something only because it popped out on the screen, interrupting my experience in a website, while I was playing a game or watching a video. I only buy what I need, when I need.

  3. I like the nuggets of knowledge he gives away, but I think he talks to much about unnecessary things. Here's my nuggets of knowledge: do video ads and get the audience to see quite a bit, then retarget with call to action.
    You can target employees of companies. e.g. "Make sure your head of HR knows…" and they will forward it to them.

  4. Hey guys. If you’re a newcomer to dropshipping and need a little help I can offer that free. Follow me on ig: coreycrowns

  5. I’ve used Wish before.

    They sell products that resemble other brands. Knock offs.

    A Bell and Ross watch costs $50 on Wish.

    An Apple Watch costs $70.

    This app won’t last long.

  6. Holy shit man. This is the Gary I like to see not that type that constantly tells people how to live their lives and cusses all the time to be relatable to the younger demographic.

    I want to see more of the Gary.

  7. Come on they are making billions and then putting 98% into FB. Sounds like the government found a way to fund a dark project using FB as cover, lmao! It's right there in your face, but you don't want to see it. You've all been fooled into believing FB just makes money, it just happened organically. When in reality, this is the best money laundering operation there is, funded by american TAX $$$. I mean you cattle would never give away all your personal data to the government if it asked, but you freely give it to FB. Learn the 90/10 rule. There are 10% making money, and the 90% are making other people rich taking lessons, buying products and going to their sessions. If you as a person can't figure this shit out on your own, then you can never be successful. You're just waiting for someone else to tell you what to do, this is your problem. but sure, go ahead, don't listen, buy into all their shit if it makes you feel good. the feel good is going to run out when your money is pissed away.

  8. Sadly, at least in my experience, the products on Wish are cheap and crappy quality. Any company who makes crap product would be out of business, but a marketplace… that's a different story. It's up to the consumer to pay for the crap and then filter it out through reviews etc I hate that about these big successful businesses

  9. I think the distraction quotient of Facebook is quite high to overpower the ad. People are just so absorbed in FB that they don't acknowledge the ad. This gives an advantage to google ads.

  10. Ok so I can't promote on Facebook because it says I'm not authorized to do so anymore. I've contacted FB and they said they can't enable it again. So should I delete my FB and create a new one to be able to us ads or should just focus on another means of promoting?

  11. I use Facebook ads for my business it's working great one ad had 488 likes 38 comments and 87 shares and 20 thousand views i booked 40 thousand in work my first month
    Griffin Painting And Home improvement LLC like us on Facebook Thanks!!

  12. Completely right on the way how entrepreneurs look different to advertising payments then employees. Also found out that the conversion of retargeting is always at least twice as cheap and profitable ;).

  13. hahahaha!!! he knows??!!! I stoped watching him coz he used to curse alot, but decided to come back coz he says a whole lot of relevant stuff beyond that "cursing

  14. Your statement about changing careers mid life was awesome. I worked for a company long ago where the chief said something like this at an all-hands: If you have been in the same job more than two years you are either wasting your time or wasting my money, so get another (internal) job. I've been in the tech industry for almost 30 years, traveled the world over many jobs. For the past year I've been building my own business, in retail, which I know nothing about, and it it is enlightening. Everyone should try it.

  15. Gary, interview the two Aussie guys who started HiSmile. 3rd year of business and they're on track to hit $60 million.

    Started with $10k each and approach 400 influencers. Now promoted by Connor MacGregor.

  16. As Claude C. Hopkins once said… “Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around a table.”

  17. Wish is the only threat to Amazon!? Walmart and jet? Have you heard of Marc Lore!? If
    You don’t know what you’re talking.

  18. I actually had no idea the power of Facebook ads its actually shocking. Great Video Gary love your videos!!!

  19. The best thing about facebook is the targetting. There is nothing else out there like it that has the ability to target so many people like this! I really like CPC because its warm, and facebook may be cold but its certainly a greater way to engage with those who already have an interest. You only have to look at commercials on TV, this is very much cold targetting. Get involved in facebook, and thumbs up if you are ready to go ALL IN 👍👍👍

  20. Interesting on Wish. I have never used, but heard its message pretty loud and clear via marketing channels.

  21. Documenting as the means of creating content; as the end-creative itself. Simple, yet powerful stuff, Gary. Thanks for this great video! .CS

  22. Sure, but the power of TV commercials is that it dramatically increases your authority, since everyone knows that's he big boys club.

  23. Terrific video! As a social media marketing company ourselves, we agreed with many of the topics and valuable insight you gave–definitely the right info to help people understand the amazing, dynamic world of social media and the true power it has! Great job. For all you lovely folks out there, if you would like to learn more about social media management, check out some of our videos! Cheers and BE VICTORIOUS!

  24. I don't know a lot about marketing, I just need a good marketing agent who can market outdoor products. I have access to over 18k products, survival related and camping / hunting. We have two deer lures with insane markup.

  25. DJ Khalid voice 📣📣 and ANOTHER ONE.. Thank you Gary for being you and giving us your insights.
    Anyone have a thought on the idea of building natively for that nurture sequence. I dont understand what gary means by that.

  26. If Wish's sales and focused ad spend are the punchline, the punch-premise is the vast opportunity to flank maneuver Facebook & Google Ads.

  27. your use of fuck, shit, dick is never acceptable. Who cares if you're a jersey BOY. What a lil' man you truly are.

  28. Why not just become the CEO of a company? That's the true way of making a business boom. Make a video for the company that you`re trying to work for and if they like you, they will hire you depending on the video content. I made a video a few days ago about becoming a CEO and have been waiting by my phone for them to call me. I expect a call any day now.

  29. If Wish is spending that much on FB and a group of internet savvy 30 and 40 somethings has never heard of them….it doesn’t speak well of FB ads.

  30. Gary I've found a lot of content about you talking about how important facebook and instagramme ads are but not much if any about amazon/ebay ads. Paying to get your product seen first on those platforms. Aren't the potential customers going on those platforms or your own website to make the final purchase which is ultimately what were all trying to achieve. Shouldn't there be importance on advertising on those platforms to get there attention.

  31. wish – feel or express a strong desire or hope for something that cannot or probably will not happen….its that simple

  32. It's so important to target to the right audience and keep them entertained while they're watching your ads. Love your enthusiasm, Gary! Thank you!

  33. Facebook ads can be a headache sometimes. I use his software to drive free traffic from Pinterest to my website, Store and offers. Real Buyers https://warriorplus.com/o2/a/x9z5l/0

  34. OK, so, YOU are one one the little tighty-pantsy fucks who are responsible for why we see so many ads.

    Good to know.

  35. How to convince people about investing on Facebook Ads? It seems like 40+ yrsold businessman dont care!

  36. Hi viewers, Please visit my article and share your review

  37. Working for big brands for 10 years, going digital for advertising is a very very slow process for upper management.

  38. Great video! Facebook advertising is so important. One really helpful tool I use for making video ads for Facebook is Promo ( http://visit.promo/video ). Definitely check it out!

  39. fakebook ads was a scam, you get fake likes and fake clicks from your ads, all the fakebook ads gurus on youtube are paid by or work at fakebook to promote fakebook ads to scam the money out of you

  40. 6:34 So important!
    As an outsider to a particular field, you may possess ideas (because you’re clueless) that experts in the field may never have thought of.

  41. I Love The Video But I press The Dislike button Because it stopped on 199 dislikes and I can't leave it like that I want to be the 200 dislike guy

    Thank You

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