If you've picked up this book, you already know you need to be on social media.
Compared to May 2011, when my first book, Crush It!, came out, no one doubts the "effectiveness" of social media anymore.
But few truly understand how to use modern advertising platforms to build brands and drive revenue in a rapidly changing world.
This book shows you exactly how.
--- p.11, from the preface

This book is not simply about social media.
This book teaches you how to master the art and science of storytelling in today's under-represented advertising medium.
While social media certainly plays a big role, it can also include strategies like event marketing, collectible product development, streaming service advertising, brand collaborations, influencer partnerships, and, in some cases, traditional advertising campaigns like TV commercials or outdoor billboards.
Just as day traders constantly study financial markets to keep tabs on current events, we too must constantly study what people are interested in, how much it costs to capture that interest, and how that interest changes from day to day.
The best marketing and sales strategies for businesses and brands emerge from this process.
Knowing what people are interested in and where their attention is focused gives you the opportunity to sell something to them.
--- p.12, from the preface

As social media matured, people quickly realized that the "social graph"-based approach to content had its limitations.
When the accounts viewers follow become the basis for shaping their feeds, it's difficult to keep them tied to that platform.
This is because people's connections and tastes change over time.
You might have subscribed to YouTube channels about entrepreneurship in your early twenties, but will you still do so in your late twenties, when those ambitions have faded? You might have followed Facebook pages about your favorite artists in high school, but what if your music tastes change? Within the social graph, you'll need to constantly follow new people and pages to maintain a steady flow of content.
It's quite tiring work, and there's no guarantee that you'll see the content you want.
On the other hand, algorithms driven by interest graphs automatically identify changing viewer interests and show them the content they want.
This increases the likelihood that users will stay on the platform for a longer period of time.
--- p.36, from “1 The TikTokization of Social Media”

Does it seem like too much to consider? From developing cohorts to creating content relevant to them, gathering insights about platforms and cultures, creating advertising content, amplifying ads, and finally, developing a post-content strategy—it's a headache.
I understand too.
But without these efforts, success in the modern advertising environment is impossible.
That's the reality.
--- p.64, from “2 Basic Structure of Modern Advertising”

If you're scrolling through your TikTok feed, you might come across a video with the caption "Capcut: Try this template" above the username.
As more and more videos are being viewed, we need to consider why they appear more frequently.
A little research reveals that TikTok and CapCut (a video editing app) share the same parent company and are integrated.
Capcut helps users create content quickly and easily.
Since TikTok wants more users to create content on its platform, it will naturally give more exposure to videos created using Capcut.
Therefore, if you create a TikTok video using a Capcut template, it will be advantageous for the video to spread.
You must go through this thought process.
--- pp.90-91, from “3 Key Variables of Modern Advertising”

People often ask me what I "predict" for the future, given my track record of investing early in Facebook, X, and Tumblr, and my ability to anticipate ad platforms and consumer trends.
Actually, I don't predict.
Just pay close attention to what's happening now and act faster than others.
For example, I read every post on the Mark Squires wine board in 1997.
As a result, I was able to find out that wine drinkers began to prefer Australian wine because of its juiciness.
Over the next five years, I built up a huge stock of Australian wines in my wine library, and Australian wines became a trend in the wine industry as a whole.
--- p.155, from “3 Key Variables of Modern Advertising”

When you interact with different groups of people, the way you treat them will be slightly different.
Even though they are the same person, their mindset changes depending on the context of the group they belong to.
The environment also plays an important role.
Think about how hanging out with your coworkers at a bar or a five-star restaurant is different from sitting in a conference room with them and presenting to a client.
It will be very different.
Even though they are the same person, their mindsets cannot help but be different.
The same concept applies because social platforms simply extend existing human behavior.
Humans adapt their behavior to the context of the environment they live in.
Each social platform is a different environment with different contexts, functions, and capabilities.
So we need to change the way we look at each platform.
--- p.171, from “4 Overview of Modern Advertising Platforms”

This kind of content, which is authentic, "in the moment," and speaks directly to the camera, helps build a close connection with the audience and leads to a highly engaged community.
If you scroll down a bit to the comments on Case Lee's original post, you'll see some positive responses.
While people may want content with professional advice or opinions, I also encourage them to share personal stories that are meaningful to them, such as when they've crossed a milestone in their lives.
Not only are these videos easy to make (you just record yourself looking at the front camera like you're taking a selfie), but they also give people more opportunities to connect with us.
--- p.212, from “5 Content Example Analysis”

Those who are curious about modern advertising platforms and know how to tell stories where attention is undervalued will be the winners.
As always, those who sit still and scoff at new opportunities will be the losers.
Let's not be like those who laughed when I talked about the potential opportunity on Twitter in 2006, or when I decided to sell wine online in 1996.
Don't be like the small businesses that missed out on undervalued Google Ads in the early 2000s, or the people who didn't capitalize on TikTok's massive organic reach in 2019 because "the consumers weren't there."
Everyone had to catch up later anyway.

--- p.343, from the conclusion