Will Smith is having a moment. Despite no new movies, albums, tours or TV shows to promote, the 30-year Hollywood veteran has turned himself into the EF Hutton of social media. When he talks, 4 million YouTube subscribers listen. You’ve probably watched a few of his viral videos: bungee-jumping from a helicopter over the Grand Canyon for his 50th birthday, busting a move on a Budapest bridge and interviewing an astronaut in outer space, to name a few. But beyond the splashy productions, he also gives viewers a candid glimpse into his thoughts on life and family.
A few weeks ago he broke down his marketing strategy with a theater full of marketers at Advertising Week in New York City. In case you missed it, here’s a recap of a few key points:
Will Smith at Advertising Week - 10/3/18
1) Be flexible. Back in the ‘80s when The Fresh Prince rose to fame, the formula for stardom looked different. Achieving success meant putting in work and sticking to a script, but in today’s climate a rigid plan can do more harm than good. “You have to be paying attention.”
Gone are the days when studios could rely on an exciting trailer that tricks theatergoers into seeing a lackluster film. Phones already start buzzing with reviews on opening night, which directly impacts sales. As Scott Cook once said, “A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.”
2) Be deliberate. Make every piece of video content count and focus on quality over quantity. Smith’s motivators? Spreading joy and sharing lessons that help people. “The quality of the storytelling leads the engagement and then how much you’ll be able to carry people along with you,” Smith said.
3) Be daring. “I know if I post something on Saturday night with me dancing, it’ll be my biggest post for the week,” Smith said. But that’s no cue to start breaking out the choreography in every video. Engagement is important, but the desire for clicks and views shouldn’t override your brand’s goals and the message you want to send your audience.
“Nothing is more valuable than your gut,” Smith argued, emphasizing that the biggest wins happen outside your comfort zone. “The metrics are there to train your gut. At the end of the day you have to make the call.”
As an example he recounted how in 1997 Hollywood insiders thought the “Titanic” movie would flop before it went on to become one of the highest grossing films of all time. The metrics predicted a period piece could only be so successful, but the film defied the odds. “Use the metrics, but be very careful of thinking that they’re God. They’re not.”
4) Be human. At times you’ll need to take off your marketing hat and tap into your human nature, Smith advised. “The question is ‘How do my products, and how do my services, improve lives?’” he said. Beyond looking at the hard metrics, he reads the comments to gauge how people are receiving the content. “Staying in touch with people and not in touch with numbers and products has been really helpful for me over the past year.”
5) Be authentic. One day Will had a heart-to-heart with his son Jaden Smith. To Will’s surprise, Jaden was upfront with a girl he was dating about needing his space instead of cheating on her. “That’s from your generation. Cheating is over,” Jaden told him. For Jaden and his young friends, it’s much less stressful to own up to the truth than to get caught in a lie. The moral of the story for marketers: “Authenticity is going to be at the center of being able to create and succeed with this next generation.”
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