In a recent TikTok video, Gary Vaynerchuk explained the number one thing in social media that he’s most excited about for 2023: Brandformance, AKA the Vayner Volume Model.
Here’s a breakdown of how you can use it to create the best social media ads in 2023.
Are you familiar with brandformance? Our CEO @garyvee discusses the Vayner Volume Model - where you create content at volume and let the audience decide which piece resonates the most. As a result, this will lead your ad strategy given the team has insights that guarantee relevance. What do you think is more important - relevance or reach? Let us know in the comments below.♬ original sound - VaynerMedia
What is the Vayner Volume Model?
Gary Vee acknowledges that sometimes video content on social media doesn’t always snag the algorithm’s attention, but that doesn’t mean you should give up. While some videos may get less than 20 views, others can generate millions if you post consistently.
Content creators need to be aware of the Vayner Volume Model – where you create content at volume and let the audience decide which piece resonates the most.
As a result, this will lead your ad strategy, given the team has insights that guarantee relevance.
“So the model is to put out as much diverse content as possible and see what resonates with people.”
How To Use Brandformance To Guide Your Ad Strategy In 2023
The head of Vaynermedia shared exactly how people should be experimenting with this model in a recent video. After you’ve gotten yourself on a consistent schedule of posting video content, analyze which videos performed the best based on likes, comments, and views.
Once you’ve identified your top-performing video out of a batch, you can use it again to run an ad. Tweak the copy in the caption to include a call to action (such as an email sign-up form), and run a paid ad with that reused piece of content.
Since you already know this content resonates with your audience, you’ll get more people willing to follow through and engage with your CTA. Simply put, brandformance takes some of the guesswork out of running ads.
Use this simple strategy to work smarter in 2023!