It’s no secret the landscape of marketing as we know it has been shifting. Slowly ad dollars have been moving from traditional media to new forms of media like social media. The way that our society interacts with each other has changed and the way that companies interacts with their clients needs to change as well.
Tucker carlson hosted Donald Trump on X the same time as the GOP debate. According to CNN about 15.6 Million people watched the GOP debates across all television platforms. I suspect that most people either have no ability or real desire to rewatch it. Similarly as it stand right now Tucker's interview with Trump on X which aired the same time as the debates, has garnered over 260 million views. I understand it’s not an exact apples to oranges comparison but the discrepancy in the numbers are eye opening. I think is a wake up call for the way companies need to think about marketing.When Tucker left Fox, his program was the number one news program in America. I personally enjoyed Tucker not because of his political viewpoints but simply because he was genuine to who he was and there wasn’t an overwhelming sense of big media narratives in his content. Ultimately, that was his demise and he is now off Fox but did Tucker get the last laugh (laughs Tuckerly)?
Let’s look at the numbers. Fox news has about 1.1 million people watch fox daily out of the 340ish million people in the USA. X has a reported 80 million users in the USA with 40 million of them being daily users. Tucker alone has over 9 million X followers and all of his videos on X for the month of August have millions of views. Most videos have views ranging from 10 to 50 million. Surprisingly, the most watched videos are the full episodes, not the short form clips. Not only does Tucker now have autonomy over his own content but his platform is larger than anything Fox could give him. Yes, I understand that people can be on big media and social media but when you are tied to big media they largely have control over your content and your messaging. This is where Tucker now comes out a winner and what businesses should be paying attention to. More than ever people want to hear the opinions of people and businesses they trust. People don’t want to be sold a narrative, they want to hear genuine thoughts and build their own narrative. The generation that believed in big corporations having their best interest at heart is no longer the primary consumer. Millennials and GenZ are more likely to subscribe to their favorite podcast host or X profile for unbiased information, than to tune into the nightly news that is riddled with narratives favoring its sponsors. Organic content is more important than ever I believe what Tucker did shows the world is changing. He left a platform riddled with traditional bias and narratives for a platform where he can have control over HIS organic content. As the numbers show, he is thriving without Fox. Similarly, if you are not focused on generating organic content as a business you are doing yourself a disservice. Organic content marketing is not only the most efficient, genuine way to approach modern day advertising but is the most cost efficient. In a day when burn rate matters more than ever, a business can quickly evaporate its funds through means of marketing without direction or data to support it. The most efficient way to discover what works with your consumer is by generating organic content. Then when you do find something that works, pour gas on the fire and squeeze it for all its worth. It’s a harder way to approach marketing and takes more work, but consumers appreciate it more, and its cost efficient. Technology has now enabled businesses to build their brand across multiple platforms without needing help from traditional gatekeepers charging a fortune for access to their much smaller audiences. The modern day consumer appreciates and trusts genuine content. Piecing all these points together, why would you not take an organic approach to marketing?In business the way you increase your bottom line is through cutting cost and increasing sales. A strategic organic marketing approach constructs an efficient, sustainable growth model for growing your business. Markets and consumers are always evolving. The way we think about advertising needs to change as well.
