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Communication has always dictated everything, American-Belarusian entrepreneur Gary Vaynerchuk said in his remarks at the World Congress on Information Technology (WCIT) 2019 taking place in Yerevan on 6-9 October.

Speaking about the content posted on social media, he stressed everyday people let their opportunity pass by as they fail to understand the two core functionalities of what it takes to be successful: do you know how to spend media money on these platforms and do you have the capabilities to produce contextual content at scale?

Vaynerchuk argues what works on Facebook as a video acts very differently if you put that same vide on YouTube or IG. He stressed the most interesting arbitrage opportunities in this country is Twitter, though people do not produce as much content for the social media as they consume.

“I would argue if you have any ambition you must today be producing 20 to 100 pieces of content a day,” he said, adding however the amount of content produced is extremely low.

He noted some people “put out the same piece of content across every platform, completely disrespecting the consumer and the way she or he wants to consume content and, most importantly, not taking advantage of the platform’s nuances.”

The speaker stressed if we pay attention to what’s happening in the world both on the political, private sector, enormous growth has happened from the individuals and organizations that produce the content at scale on the platforms that dominate the world, but there is a lack of content being produced by the 99% of this audience.

According to him, people are now living in the post-production period. “No matter who you are in this room, no matter what your goals are, it’s commoditizing almost everything except your ability to actually communicate in this environment,” Vaynerchuk said.

“If  you take a very big step back and you look at the winners and losers over the last half-decade, I would argue that they are wildly mapped to one’s ability to understand how to spend time and energy on these 10 to 50 platforms that we actually pay attention to versus the people that have looked backwards and continued to rely on traditional means to communicate,” he noted.

“Communication has always dictated everything,” Vaynerchuk stressed.

According to him, in a few years much of what is done through the phone now will be done through the audio and voice.

“There will be no reason to grab your phone in the morning to see what the weather is when you are brushing your teeth, and you will ask Alexa, or Apple or Google what the weather is gonna be like,” he said.