Gary Vaynerchuk's Predictions for the Future of Content: PBCPGs and Live-Streaming

This blog post dives into two trends that Gary Vaynerchuk believes are poised for significant growth in 2024 and beyond: personal brand consumer packaged goods (PBCPGs) and live-streaming.

• He argues that PBCPGs, built around the personalities of influencers and creators, will dominate the consumer packaged goods market in the future, surpassing traditional brands.
• Vaynerchuk also emphasizes the power of live-streaming, comparing its potential to the early days of social media, and urging individuals to utilize platforms like Twitch and TikTok Live to build their audience and reach.

The Rise of Personal Brand Consumer Packaged Goods (PBCPGs)

Vaynerchuk asserts that the biggest consumer brands of the future will be built around individual personalities, not corporations. He points to examples like Emma Chamberlain's Chamberlain Coffee, Charlie D'Amelio's Be Happy Snacks Popcorn, and PRIME by Logan Paul and KSI, as evidence of this shift.

• He encourages creators to consider creating their own consumer packaged goods, as they have the potential to generate significant revenue.
• He emphasizes the importance of building trust and providing value to your audience before attempting to sell a product.

The Power of Live-Streaming

Vaynerchuk sees live-streaming as a transformative tool for building community, engagement, and even sales. He advocates for regular live-streaming, even if it's just for short periods, as a way to connect directly with your audience.

• He suggests platforms like Twitch and TikTok Live as ideal for live-streaming.
• He highlights the potential to reach large audiences through live-streaming, even for seemingly niche content.

Turning Your Audience into Customers: Key Steps

For influencers and creators launching products, Vaynerchuk advises prioritizing building value and trust with your audience before attempting to sell. He stresses the importance of believing in the product yourself, and being able to provide a genuinely valuable offering.

• He recommends offering free value and building a strong foundation before launching a product.
• He encourages creators to ensure they have a sustainable business model that can weather any initial challenges.

Launch Checklist: When is the Right Time?

Vaynerchuk outlines a checklist for determining the optimal time to launch your first product, based on your audience engagement, product quality, and business sustainability.

• Have you provided significant value to your audience for a sustained period?
• Do you truly believe in the quality and value of your product?
• Is your business financially sustainable, even if you don't achieve immediate success?

The Power of Quality over Quantity

Vaynerchuk acknowledges that while quantity of content was previously essential for social media success, he now emphasizes the importance of quality over quantity. He encourages creators to focus on creating high-quality content, even if it means scaling down their frequency.

• He suggests prioritizing a small number of high-quality platforms, like YouTube or podcasts, while exploring other platforms, like Snapchat or Pinterest, with increased energy.
• He emphasizes the importance of tailoring your content strategy to your specific resources and talents.

The Future of Live-Streaming: Consistent Schedule vs. Flexibility

Vaynerchuk discusses the benefits of a consistent live-streaming schedule while also recognizing that individual schedules may vary. He emphasizes consistency as the key, whether it's a regular schedule or more flexible approach.

• He suggests that a regular schedule can be beneficial for building audience expectations and engagement.
• He encourages creators to be consistent with their live-streaming efforts, regardless of schedule variations.

Best Platform for Live-Streaming: TikTok Live

Vaynerchuk strongly advocates for TikTok Live as the current best platform for live-streaming. He believes TikTok Live's immense popularity and the upcoming potential of TikTok Shop make it a valuable platform for creators.

• He encourages creators to prioritize TikTok Live for their live-streaming efforts.
• He highlights the platform's potential for reaching a large audience and driving sales.