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Drew Pearson
Emergence of fascist movements in Asian countries
Drew Pearson is an accomplished professional currently serving as an Advisor at Quick Template, a company focused on leveraging cryptocurrency blockchains to develop innovative tools for small and medium-sized enterprises (SMEs) worldwide. In addition to this role, he is the Founder and CEO of Goodbye Vanilla, a social marketing agency known for creating effective marketing strategies for various businesses and startups.1
Career Highlights
- Founder and CEO, Goodbye Vanilla: Leads a team that specializes in designing and optimizing social marketing programs.
- Entrepreneur-in-Residence, Carlson School of Management: Mentors students in launching their business ventures.
- Strategic Advisor, FaceCake: Works with a company that focuses on augmented retail and personalized marketing solutions.
- Former CEO and Co-Founder, Lewk: Previously held leadership positions in various marketing and business development roles.
Educational Background
Drew has a diverse educational background, having studied at:
- University of Minnesota: Focused on German, Applied Calculus, and Pre-Business.
- Winona State University: Earned a degree in Marketing & Business Administration with an emphasis on Marketing, Advertising, Strategy, and Digital.
- UC Santa Barbara: Furthered studies in Film, Music Business, and General Business.
Drew Pearson's extensive experience across different sectors showcases his versatility and expertise in marketing and business strategy.
Highlights
GV is growing! Ready for a game-changing gig? We're seeking a skilled Paid Social Specialist to join our dynamic team. If you're passionate about shaping the future of social through paid advertising, apply here 👇. The future of customer interaction is Social. Elevate your career with us! #Hiring #PaidSocial 🚀
“Where should we be putting our social video dollars?”
That’s the question we’re hearing a lot from clients recently as we officially enter Q4. Over the last couple years, the answer to that question has skewed Reels (mostly due to Meta ad platform maturity). Last year, I’d say 80% of our video ad spend for clients was invested in Reels. Even this year, it’s probably 65%. But, there’s a real foot-race going on right now between Meta and TikTok. Meta is trying to make Reels as sticky as TikTok. And TikTok is trying to diversify its product and innovate by experimenting with carousel posts and BeReal-like features. What’s more, TikTok has gained a massive amount of search share from Google—so, that plays into this discussion, too (and could be a huge focus point for brands in 2023).
The key with social video investments right now though is storytelling and experience. You need to bring customers along the journey with you. From what we’ve seen, user-generated content (UGC) isn’t working quite as well as it used to in video ads. Customers are spotting these from a mile away and scrolling by. Instead, brands need to focus on and own their story, inviting customers to become a part of that story. And, for now, I think Reels and TikTok will be a big part of that. For this Q4, lean into Reels for performance and TikTok for brand building.
This is how brands will win with social video investments in Q4. But, as we all know, the landscape is constantly shifting, so pay close attention to the moves and investments Meta and TikTok are making as they ramp up this foot-race!
