Social Media Becomes Internet

Mike Cessario shares insights about modern marketing and social media based on his experience as both an advertising creative director and founder of Liquid Death. He emphasizes that many large companies fundamentally misunderstand social media's role and importance in modern marketing.

Key Points:

• Social Media's True Role:

  • It's not just an "add-on" marketing channel
  • When people say they're "going on the internet," 9 times out of 10 they're actually going on social media
  • Social media IS the internet now for most users

• Marketing Competition Reality:

  • Brands aren't just competing against other beverages or products
  • They're competing against:
    • Uncensored influencers
    • All entertaining content on the internet
    • Everything in a user's feed

• Higher Standards for Marketing:

  • Traditional beverage marketing won't stand out in quick-scrolling feeds
  • Content must be actual entertainment, not just marketing
  • Goal should be to create content that:
    • Makes people laugh
    • Is shareworthy
    • Feels like the funniest thing someone saw that morning
    • Provides real value to viewers

• Marketing Philosophy:

  • Never just "stick marketing in people's faces"
  • Always prioritize entertainment value
  • Content should feel like entertainment, not marketing
  • Focus on creating genuine value for viewers