Gary Vaynerchuk on How to ‘Win’ Social Media

"Depth is more important than scale" and Snapchat is best for engagement

Here’s an interesting quick take from VaynerMedia founder Gary Vaynerchuk, in conversation with PR veteran B. Bonin Bough of Mondelez, about social media engagement for Brand University.

His point: social engagement is less about “scale” than about using the proper platforms to reach the right audience:

Gary has 1.12M followers on Twitter, so it’s fair to call him an “influencer.”

His main point is interesting: it’s more effective to message his 34,000 followers on Snapchat with a direct call to action than to send a tweet with the potential to be seen by far more people…so other platforms may be more effective in terms of making a given topic trend on Twitter than Twitter itself.

For context, here’s an older clip of Vaynerchuk discussing Snapchat and its challenges with AdAge. Gary is not a fan of the “war room” model for clients with lots of followers on social: “when everybody’s screaming at a loud party, nobody’s breaking through.”

His theory is similar to our own experience with pitching: targeting is, in almost every case, more effective than mass messaging.

What do we think?