Question 1

What is the single biggest suggestion you would give to someone wanting to get into this career?

Jason Pollak · Accepted Answer

“Work hard. Hustle. Patience is a virtue.”

Question 2

What’s the #1 mistake people make when trying to get into this career?

Jason Pollak · Accepted Answer

“They give up, stop innovating, stop learning. They think they know everything and they think it will be something that happens quickly. Everything takes time. There is always someone more experienced than you. Never stop learning. A CEO could learn something new from an Intern, to be honest. A good leader knows how to listen to people.”
“So don’t be insecure or rather, too secure, and always know there is something you can learn. It doesn’t make you weaker, it makes you stronger. I think that’s a popular misconception. Also, if you are working with people who don’t share your values, leave the situation.”
“Don’t hang on for the sake of hanging on. Don’t get too caught up in the visions of grandeur to ignore what is going on day-to-day. Your time is the most important thing you can’t waste. Dedicate that time to building your career, not to people that don’t share your work ethic and vision or who don’t treat you properly. You shouldn’t burn bridges, you just have to move on in a polite way.”

Question 3

What is the question people should ask about this career but rarely do?

Jason Pollak · Accepted Answer

“I think it goes back to the first question. People don’t fully comprehend the everyday grind and what it takes. I think there’s a misunderstanding when it comes to digital marketing and management. People use social media in their everyday lives and assume it is just posting content, adjusting filters, etc. like they would do on a night out or at a party but there is more to it.”
“I approach it like a television programmer. It’s not just about posting content but understanding timeliness and what an audience wants to see at a specific time of the day, not just the popular time when most people are online. You also need to have different programs, so to speak. Just posting a picture of someone smiling and having a good time won’t cut it.”
“While you don’t have to call each one a specific series, it’s important to have an array of content. There can be fashion-centric posts, lifestyle posts, posts just for song releases, posts designed to engage the audience, posts about a recent performance or a behind the scenes series. There can be funny viral posts that you mix in strategically, etc. It’s all about understanding your audience and analytics.”
“On top of that, you can mix in big moments like new interviews, live sessions, appearances, strategic sponsorships, get a hashtag trending, [and] release different variations of the same video, such as a selfie video, the music video and a live performance of a video. There is, of course, the streaming side of it, which is increasingly becoming, as expected, the place where people will find your music the most.”
“So, incorporating the big streaming services into your social strategy and managing those channels is very important, too, especially if you want to get on big playlists and generate revenue. There are always multiple steps to shine a different light on your various interests.”

Question 4

What is one thing I should have asked which I didn’t?

Jason Pollak · Accepted Answer

“[About] the advertising aspect of social media. Traditional advertising is really shifting towards digital. I think one day a spend on TV ads will be next to irrelevant. It will be more for nostalgic purposes than any actual purpose. The TV audience is shrinking. Cable subscribers and TV owners are shrinking. Screens at home are shrinking. Not to say TV shows won’t be popular; they will be but not on a traditional TV channel or screen.”
“I think the biggest ad buys will be within the confines of social media, YouTube, and similar platforms, encompassing/multipurpose apps like WeChat, branded partnerships and services like Amazon. That’s where the audience is going and it’s already vast and super connected. In order to build a social media channel, advertise a product, and roll out a release, you need to budget a spend for it and you need to understand how to create ads.”
“I don’t think there is enough knowledge when it comes to creating an audience for an ad. It’s very delicate, time-consuming and requires a lot of testing. Most people treat advertising as second fiddle to organic, but with social media, it’s really like peanut butter and jelly. Both are equally important to create a tasty sandwich, so to say.”

Question 5

If you could describe in one word what makes you successful, what would it be?

Jason Pollak · Accepted Answer

“Dedication.”

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