Brendan Kane

Kylie. I saw her stand in the airport for the little makeup.

Kylie. I saw her stand in the airport for the little makeup.

Yeah. And people kind of undercut that and say like, oh, well, she's just an influencer. But how many other... I think she was at the time the youngest self-made billionaire off of social media.

Yeah. And people kind of undercut that and say like, oh, well, she's just an influencer. But how many other... I think she was at the time the youngest self-made billionaire off of social media.

This is the most fascinating subject because at A1 here, we spend about $3 million a month. We do TV, radio, billboards. We do Valpak, the little blue mailers. I personally do a lot of social media, but we haven't really cracked the code. But there are people

This is the most fascinating subject because at A1 here, we spend about $3 million a month. We do TV, radio, billboards. We do Valpak, the little blue mailers. I personally do a lot of social media, but we haven't really cracked the code. But there are people

I've heard that it's hard to go viral organically, like YouTube, Facebook, Instagram, TikTok have made it harder than it used to be, unless it's like a goofy reel without really any advertising in it, because they want you to pay. What's your thoughts on that?

I've heard that it's hard to go viral organically, like YouTube, Facebook, Instagram, TikTok have made it harder than it used to be, unless it's like a goofy reel without really any advertising in it, because they want you to pay. What's your thoughts on that?

Is it hard? Yes. But I bet everything that you've mastered in marketing was hard. It's like not every business can spend $3 million a month profitably. That's hard. Same thing with organic content. People will say, oh, my account is shadow banned, or they're suppressing my reach on purpose in order to get me to pay for it. That's just inherently false.

Is it hard? Yes. But I bet everything that you've mastered in marketing was hard. It's like not every business can spend $3 million a month profitably. That's hard. Same thing with organic content. People will say, oh, my account is shadow banned, or they're suppressing my reach on purpose in order to get me to pay for it. That's just inherently false.

In order to understand it, you have to understand the algorithms. And the algorithms control reach and distribution of the content. So what are the algorithms fundamentally designed to do? keep people on the platform longer because the longer people are watching your videos, the more ads they can serve, the more profit they generate.

In order to understand it, you have to understand the algorithms. And the algorithms control reach and distribution of the content. So what are the algorithms fundamentally designed to do? keep people on the platform longer because the longer people are watching your videos, the more ads they can serve, the more profit they generate.

Now, this isn't like Netflix where they're investing billions of dollars in original content. So they rely on us. They want to see us succeed. They want to serve our content to millions of people. Now, the challenge and the difficult part is when I started in social media in 2005, there's a few million people on the platform. Today, there's close to 5 billion people on social media.

Now, this isn't like Netflix where they're investing billions of dollars in original content. So they rely on us. They want to see us succeed. They want to serve our content to millions of people. Now, the challenge and the difficult part is when I started in social media in 2005, there's a few million people on the platform. Today, there's close to 5 billion people on social media.

So that's the difficult part is if any one of us opened up our favorite social media app, whether it be Facebook, TikTok, YouTube, Instagram, whatever we use, there's probably 150,000 pieces of content it can see to us based on the people that we follow and the content we've engaged with.

So that's the difficult part is if any one of us opened up our favorite social media app, whether it be Facebook, TikTok, YouTube, Instagram, whatever we use, there's probably 150,000 pieces of content it can see to us based on the people that we follow and the content we've engaged with.

so in reality is you're competing for that attention to prove to the algorithms your content can hold attention longer than other content even looking at your instagram profile your most viral videos are not like silly pet videos they're not people jumping off of roofs it's really deeply emotional and educational content now it's shaped and contextualized in a different way

so in reality is you're competing for that attention to prove to the algorithms your content can hold attention longer than other content even looking at your instagram profile your most viral videos are not like silly pet videos they're not people jumping off of roofs it's really deeply emotional and educational content now it's shaped and contextualized in a different way

But if it was all about getting you to pay for it, then nobody would ever go viral. You know, Mr. Beast, who started in his bedroom when he was 13 years old, he wouldn't build this massive empire of 500 subscribers across all of his channels.

But if it was all about getting you to pay for it, then nobody would ever go viral. You know, Mr. Beast, who started in his bedroom when he was 13 years old, he wouldn't build this massive empire of 500 subscribers across all of his channels.