People pay me tens of thousands of dollars for what I’m about to say in the next 60 seconds: ㅤ Social media is dead. ㅤ What we have now is relevance media. ㅤ Gary Vee has said this, and I agree with him completely. The algorithm is not rewarding “social” content. It is rewarding relevant content. ㅤ It shows people what matters to them. ㅤ So how do you create relevant content that actually performs? ㅤ I look at it through 3 core playbooks: ㅤ 1. Message ㅤ Every ad needs a message that speaks as directly to the customer as possible. ㅤ Example: we do not want ads for “car owners.” ㅤ We want ads for vintage muscle car owners who wrench on their own cars in a home garage. ㅤ That specificity is what creates relevance. ㅤ 2. Creative variation ㅤ Once the message is dialed in, you need a lot of content around it. ㅤ Why? ㅤ Because not all buyers think the same way, buy for the same reason, or respond to the same angle. ㅤ Different hooks, different visuals, different emotional triggers, different ...