# @sterling_voth on Instagram

- **Type:** Video
- **Original URL:** https://www.instagram.com/p/DbbxWQWAqwV
- **Gondola URL:** https://gondola.cc/posts/68587461-sterling-voth-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/70a7b40d58.jpg
- **Posted:** 2026-07-30T22:33:54.000+00:00
- **Account Owner:** Sterling Voth (@Sterling_Voth) — https://gondola.cc/Sterling_Voth

## Caption

People pay me tens of thousands of dollars for what I’m about to say in the next 60 seconds:
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Social media is dead.
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What we have now is relevance media.
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Gary Vee has said this, and I agree with him completely. The algorithm is not rewarding “social” content. It is rewarding relevant content.
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It shows people what matters to them.
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So how do you create relevant content that actually performs?
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I look at it through 3 core playbooks:
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1. Message
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Every ad needs a message that speaks as directly to the customer as possible.
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Example: we do not want ads for “car owners.”
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We want ads for vintage muscle car owners who wrench on their own cars in a home garage.
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That specificity is what creates relevance.
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2. Creative variation
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Once the message is dialed in, you need a lot of content around it.
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Why?
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Because not all buyers think the same way, buy for the same reason, or respond to the same angle.
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Different hooks, different visuals, different emotional triggers, different offers.
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Creative variation is what helps great campaigns scale while staying relevant to different buyer types.
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That is how brands can hit outsized returns, even at scale.
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3. Formats
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You need different formats to meet buyers where they are.
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Educational content, UGC, short-form, long-form, comparisons, testimonials, etc.
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The format has to match both the platform your customer is using and the question they need answered in that moment.
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That’s the flywheel:
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Message. Variation. Formats.
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Get those 3 right, and you've got yourself a $100M flywheel.

## Stats

- **Views:** 810
- **Likes:** 24
- **Shares:** 0
- **Comments:** 1

## Credits

| Name | Username | Profile | Role |
| --- | --- | --- | --- |
| Sterling Voth | @Sterling_Voth | https://gondola.cc/Sterling_Voth | Director of Photography |

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