According to Gary Vaynerchuk, marketers should spend more time developing creative for social media.

At ADWEEK’s Mediaweek event, Vaynerchuk, a serial entrepreneur and co-founder of the agency VaynerMedia, spoke with Jenny Rooney, Adweek’s chief brand and community officer. Vaynerchuk said that creative content plays a crucial role in driving reach and providing consumer insights.

“I believe that most people in Fortune 5000 land have not grasped the fact that individual pieces of creative now create the reach and the consumer insights in a way that we all dream of as marketers,” Vaynerchuk said.

For example, brand managers tend to use social media to build customer relationships rather than marketing. “I think this has led to a very big gap of knowledge in a practitionership level of what’s happening,” he said.

Vaynerchuk said that the social media landscape has evolved significantly in the past 36 months with the rise of short-form videos on LinkedIn and Snapchat’s Spotlight feature.

Another significant change recently is the rise of organic campaigns instead of paid media campaigns, Vaynerchuk said. He said that the best way to test social media is to first post organically to evaluate the performance.

“When you understand that truth—that organic social media creative becomes a starting point to spending a ton of money on creative risk—it will clip this industry upside down,” he said.

Brands are also increasingly taking social media in-house because agencies aren’t making the creative that brands expect, he said.

“It’s happening because they didn’t have the optionality,” Vaynerchuck said. He went on to explain that if creative is being made and not adding any value, “you will eventually lose no matter how good you are.”