The Ultimate Social Media Marketing Strategy w/ Gary Vaynerchuk

you want to grow in social media when you post why don't you think what's in it for the other person instead of what's in it for you Gary vaynerchuk we have the inspiring Gary vaynerchuk in the house Gary vaynerchuk I believe that most people suck at social media because they try to go viral on every post and when they don't they cry to Mommy when I post something I'm like what's in it for them the main reason 99% of businesses and people can't grow on social is they selfish I don't ever think about going viral

ever the single most important thing in all of marketing is first and foremost organic social media there's a 100 different ways to win this game only way to guarantee that you don't win is by doing nothing about it you got to just press record hey what's up Sean canel here with think media and I'm excited because in this video we're bringing you the ultimate social media marketing strategy guide from Gary Vayner Chuck recently he spoke at our think media YouTube Summit and if you actually want to be a part of the next one you can

jump on the wait list we'll link to that in the description down below but in this video we've compiled some of Gary's best tips from not just our event but from across the internet and you're going to learn easy to implement social media growth tips for getting followers even if you're starting at zero the newest changes on social media that you need to know so you don't waste your time on outdated strategies and Gary's latest advice on AI sales branding and how to earn money on social media this year this might be the only social

media tips and strategy video that you need to watch for the foreseeable future so let's jump into tip number one from Gary Vayner Chuck the single most important thing in all of marketing is first and foremost organic social media then everything else go on that well the reason he even have a podcast is more about the clips for organic social than the podcast itself like I literally did daily V and I did ask G ve and daily V for the social media Clips not for the long form I even still do podcast is a guests

because Dustin's sitting right there decking it and we're going to clip it and there's going to be three or four or seven things platforms and culture if you take anything out of this interview and you want to crush social obsessed with platforms and culture platforms are what are the platforms currently doing that they give a [ __ ] about so when Facebook announces carousels good news they need to test it that means you should be making carousels because more people are going to see it organically right if if the trends of the consumers on the

platforms are people like skits that's a platform and culture thing because you got to always know what's going on in culture culture is pop culture do you know pop culture or don't you because if you do know pop culture you're able to create crazy relevance right do you like because you're able to integrate that into your copy or the creative itself there's a few moments there's three weeks to seven weeks there where the corn kid is a social social media Obsession or that or that the Walgreens private label nice mango gummies are hot with Gen

Alpha for a week but if you're in the gummy business you should know that or you sell candy you should like do you have a pulse of popular culture on everything because what's pop culture to maybe us is definitely not pop culture to somebody that lives in Peru people are very linear they don't realize how big pop culture is and how they can fact into their boring business I had a um gentleman reach out to me who asked literally I used a concrete cement business in one of my analogies and a piece of content he

literally owned a asphalt business he literally started to make Tik toks even though he thought it was the wildest craziest thing he'd ever heard and it literally has doubled his business an asphalt seller like guy that comes and red do your driveway made a couple Tik toks one went decent another one went viral and literally if I recall properly the email a business that was doing $800,000 a year servicing a local area I think he was in Wisconsin is now doing 2.5 Mill he he the tears were coming through the email what people don't realize

is that little clever video on Instagram that only got 90 views one of those 90 views is someone who's actually considering to hire an attorney and they actually like the fact that you were a little silly and not buttoned up and you made them feel more comfortable to reach out to you to work with your Law Firm but most people who are listening to this podcast don't who are in a B2B or like a different kind of business are not thinking how Tik Tock can work for them social media for the last 15 years has

been more like email and email marketing meaning get as many people to sign up for your email send it out and a percentage of them opens it and engages it so I grew up in email marketing for Wine Library and so when social came and I built Gary B I understood it I'm like let me get as many followers as I can on the Merit of my content and then a percentage of those people will see my content every time about 3 4 years ago what you saw was Tik Tok gaining real Steam and what

you understood was it was interest graph the algorithm took the content so for everybody's listening the fact that I've spent 15 years doing good work and amass this huge following quote unquote gives me almost no that's a little bit extreme but I don't have as big of advantage of getting my content out today as I did four years ago because now if you make a good piece of content and you've never posted before it could get 500,000 views and I could put out a piece of content that only gets 40,000 views because it and so

the algorithms are taking over the feed based on people's interests more so than based on who they follow so I would argue that we are in in social media is no longer about the human part the social graph it's now around the interest graph which is actually much more similar to how people consume information we are living in the greatest era of marketing and business ever the opportunities are bigger than ever more of us can get more of a piece of the pie than ever we have the biggest Platforms in the world of attention costing

free this is insane not only that if you have to do a regular job while you trace your dream when I was growing up there was no internet and so you worked your job 9 to 7 and when you went home you couldn't build your dream every person here can work their 9 to-5 and then build their dream on the internet at 6 7 8 9 10 we are walking around Earth everybody Brazil the US Europe we are walking around and spending all of our time talking about what's not working complaining about what's not working

deciding who's in control and we're not and yet all of us here as we sit here today are living in the best that the world has ever been health-wise MoneyWise opportunity wise the best you don't believe that because you read and consume content on social media and mainstream media that tells you it's not but take a step back and pay very close attention I promise you you have way more opport Unity than your grandmother and grandfather had promise for you today what would be the top three platforms to be on because there are so many

and what would you do on each of them if if you were starting now what would you do on Tik Tok YouTube Instagram or Facebook yeah so I think again back to the earlier point of self-awareness if you're selling B2B all of a sudden LinkedIn is number one right if you're selling if you're a SAS if you started a SAS business if you're listening right now you want to or you you sell to lawyers you have a service that sells to lawyers then LinkedIn is going to be number one globally for sure with YouTube shorts

probably being number two because YouTube is a search engine yes and a lot of people search there so that would also be good if you were into SAS and then probably in that scenario I would then say if you're selling you know a B2B service after those two probably Facebook grounded in a Facebook group with then Twitter X being probably fourth if you're selling SAS Instagram's probably a distant fifth Snapchat Pinterest they're super far away in that scenario if you're selling T-shirts to 15 to 25 year olds all of a sudden Tik Tok becomes number

one instagram probably becomes number two in that's SC area and YouTube shorts is number three right so I think for a lot of people that's that reality for broader markets I think think that if you're really trying to sell something like to the broad consumer call it for everybody who's 25 to 55 well now you start getting into Facebook still being an incredibly powerful platform for selling um I do think that organic Tik Tok for Branding is exciting Instagram again becomes a stronger selling platform but both of those scenarios require ads more than organic reach

um whereas Tik you can win on organic reach and kind of capture lightning in a bottle so the you know I hope everybody appreciates the answer if your content is not working it means that you're not interesting yet yet you might not be popping off right now because maybe you should be talking about something else you might be wanting to talk about accounting but you love skiing this is what I really love I don't think the people in this audience and the world realize making content around the number one thing you love the most in

the world is an absolute viable path to a business you might want to talk about real estate cuz you think there's money there but where all your money is is in your depth of knowledge of the wuang clan I mean it and so that's the world we live in now but brand is everything you know what it means when you're good at selling it means you're bad at branding because when you're good at branding it comes to you you need to post 30 times a day on social media but you have to be good at

it so what you need to do is what I just said about AI you need to start googling and youtubing and podcasting and educate yourself on something I call sock strategic organic content not just posting happy [ __ ] Wednesday and hoping it works I need you to understand the thumbnail the first 3 seconds what time you post how many words which platform what's going on in LinkedIn carousels that's different than Facebook carousels Facebook reals What are broadcast channels this is now the television and until you understand that you are leaving money on the table

back to scaring them this is how it works brother right now everyone most likely is just leaving double growth on the table and then it becomes the thing that puts them out of business what are the current trends and changes in the social media landscape that we should be paying attention to if we want to specifically get more reach get more views get growth right now everybody feels the rising competition so especially if I'm starting from scratch or if I feel plateaued what should be the mindset that I have and what should be the actions

that I take in light of the current state of social media at this exact moment thank you so much Sean thank you so much uh have a lot of thoughts on this as you can imagine obviously you know I've had the luxury of having you pay attention for a long time on this journey current state more rigor more rigor around thumbnails copy first 3 seconds the hook the science around the art uh is huge and more commitment to short and long form collaboration meaning doing long form video films podcasts things of that nature but also

doing cutdowns for short form and vice versa uh the pyramid content thing that I put out years ago uh I think that it's the trends that I think are interesting are pushing the boundaries of the creative meaning uh Dustin you know this that that whole model on Tik Tok on the Stitch where it's like a viral video and then you act in it right like somebody tumbling down a hill and then you tumble in and be like and now what you should do is buy day trading attention you know that's a creative tactic green screens

if I could get everyone here to understand it's not as easy as it used to be I used to be able to yell and be like be on Tik Tok and if you just did it you won now and back to why I'm like so focused right now is we're in 301 course land not 101 course land and so it's creative strategy brother like I don't want to call it testing but being dramatically more curious and creative different formats written audio voiceover humor seriousness how much can everyone be a renaissance man and women you know

how can you be a variety show you just got to do a lot more and a lot of different stuff on on every platform so LinkedIn versus YouTube shorts versus Tik Tok like it's complicated now and the rising competition is going to get worse and you have ai content coming you have just so much coming and so it's not going to get less competitive it's going going to get more competitive because what I was yelling about when I wrote crush it can you show it you know when I wrote that book in 2009 you know

was this is underpriced attention let's go and I've been doing it for the last 15 years but now we've hit an inflection point where like people figured it out and you know really comes down to the creative now um and the algorithms create the organic reach so it's a whole different world and it requires much more creativity and much more curiosity and much more humility those are the macro and then uh tactically it's you know you really got to understand how these things work and which platforms do what and what's happening in pop culture and

how do you tie that into your business like how does Taylor Swift's tour a year ago when it's on fire how does that factor into your business and can you speak to it or factor it in so what's going on in pop culture and what's going on on platforms I call it pack platforms and culture uh and who are you trying to Target too many of you are trying to get to everyone like if you know you're targeting 21 to 27y old male Carpenters go more narrow when you make your content there but that also

means you could be selling to 42 to 49y old moms in Seattle that drink Cen coffee and yoga you can imagine those two groups need different content but if you're selling coffee or a book you want both of them to buy get it Tik Tok is still very hot yes around the world right now shows no sign of slowing down except of course for The Regulators yes what are you telling content creators right now and frankly not just content creators those who enjoy Tik Tok as it faces the potential ban it's a long road to

being banned in the US but what how do people hedge their bets yeah I mean I think I think anybody who relies on Tik Tok for their career that isn't building out presence on YouTube shorts on Snap Spotlight on Facebook Instagram that's just not smart this goes back to my love affair with accountability what am I telling them that they should be diversifying but they should be diversifying even if there was no ban in front Tila Tequila dominated Myspace if she was if she dominated YouTube and Twitter and Facebook which was the obvious thing to

do at the time she would have been more relevant and had more opportunity for a longer period of time forget about bands four years ago I was yelling at the top of my lungs on 500 pieces of content per month get on Tik Tok get on Tik Tok get on Tik Tok tons of Instagram only content creators did not do that and they lost their market share so to me you when when Seinfeld's the number one show on television you run commercials on it and when it no longer is you run commercials somewhere else that's

basically what I'm telling everyone here build attention everywhere so that you're not vulnerable hey we're going to get back into the tips with Gary in just a second but I've got two quick questions for you number one are you getting value out of this video if you are would love your feedback in the comments and maybe hit the like button for the YouTube algorithm and the second question is are you thinking about starting or growing a YouTube channel this year if you'd say yes then I think you'll love our YouTube think media Summit we just

hosted one and Gary was one of the speakers some of the Clips in this video are from that event but if you want the best tips from some of the best marketers entrepreneurs and content creators right now we Host this event once a year typically and it's an incredible virtual event so we'll link to that in the description down below it's actually called the grow with video Summit and you can jump on a wait list just so you're notified when the next one happens now let's jump back into the next tip with Gary talk about

creating audiences because like you just talked about we can talk about multiple topics we don't have to be scared about that we can be a dynamic person on social media which means we're going to be speaking to multiple audiences that's right and you say we should develop cohorts with teeth so what do you mean by that when I make content sometimes I'm like this is this piece of content that I'm going to make is going to hit 45 to 55y old firsttime moms on the coasts more New York La mentality than London than Ohio than

Spain so if I know that I'm doing that don't you think that my adjectives and analogies tone intent right so I want everyone who's listening to start thinking about cohorts uh Gary what do you mean I just do sneaker content okay well there's a lot of different niches with within sneaker content there's people of High net worth like myself who can afford bougie [ __ ] you know Nike Air Force One collaborations there's other people who just like really like New Balance like there's there's the rebok movement that I'm getting into as well like there's

a lot going on Crocs if you want to expand it a little bit like do you know who you're making this video for because everyone's going to vanilla I make content for entrepreneurs I'm like okay knock yourself out like imagine how much better a of content is is that you know that you're going to make I'm going to make content for first generation Hispanic entrepreneurs that are 18 to 22 that came from immigrant parents that came from Mexico I'm going to use analogies I'm going to make reference to rigatone I'm going to talk about San

Antonio culture like like use their slang and however they talk 100% it's called relevance everyone if you're not relevant to someone the second I make a longtail bar stool joke every bar stool dude is like [ __ ] yeah like it's not super complicated and so because everyone gets so boring in vanilla right away people say to me all the time they're like it's a really funny thing that I [ __ ] people up with like because I've been so consistent in growing and all this stuff but then like sometimes they'll be like but Gary

you say the same [ __ ] I'm like what do you want me to make up stuff I don't believe in and then they go like if they stick with me in that combo they start to realize ah I say the same macro 15 things but the way I say it differently and how and where and what and to whom that that's the game so cohorts these are consumer segmentations in old television talk it was we're trying to reach the 18 to 35y Old demo I like to think and I know I'm looking at your

crew a lot because I like doing that like I like to think everyone in here is that a point in their lives where they realize an 18-year-old person and a 32y old person the same person are very different so like but that was television you didn't have the internet yeah now that we have the internet like everybody who's listening should be posting on Facebook it's huge still I'm getting 25 30y Old audience on Facebook now they're on there like once in a blue moon compared to whatever but like like you should be relevant to Facebook

audience you should be relevant to Tik Tok audience Snapchat's culture slightly different than Tik toks Tik Tok like it's all different rooms out there and you want to be in every room and so what I talk about in the book about cohorts is consumer segmentation and the reason I say with teeth is adland Don Draper advertising marketing agencies the big brands that we with the biggest brands in the world they like to talk about consumer segmentations but they have one they're like we're going to sell this beer to uh Health seeking enthusiasts they make it

[ __ ] broad as [ __ ] because they're going to make just a super they're going to make a one commercial on television and health seeking what they're basically telling you is like let's make a beer commercial where like the couple went to yoga and after had a beer you see what they're doing what I'm saying is if you want that beer to be relevant to a lot of people like you need to go deeper in that it's needs to be like yog yoga moms Young Yoga moms in Kansas City you're going to make

a very different piece of [ __ ] Facebook content or Instagram content then if you say professional moms in New York City who are having their first child at 40 and [ __ ] with yoga can you imagine how different those two pieces got be well that's called [ __ ] cohorts with teeth love it shorts is interesting to me because unlike some of the other short form video platforms YouTube is the second biggest search engine in the world number two and the amount of people that go and search things on there and even with

the rise of you read the headlines of Tik Tok and Instagram search there's still a real Chasm those are fun headlines and it's growing but YouTube is a disproportionate number two search engine in the world and when you make an individual short every short I make from what I care about I title more for search engine logic than I do almost like I L sometimes my title makes no goddamn sense with the video I'm putting out mainly cuz I'm so obsessed with in 4 months somebody's going to search against this title and I'm going to

show up and I think all of you understand that unlike the other short form video platforms that shelf life to have that short form video in a shorts environment is dramatically longer than it would be in the Alternatives that goes back to what I'm saying about the A+ versus C minus capabilities if you're thinking about shorts exactly the same way that you're thinking about a reals or a Tik Tok you're now taking out some of the variable differences within them forget about demo and age and more importantly what I can definitely tell you as someone

who's organically marketed in these platforms since 2006 the room you're in matters literally every sentence in your copy depending on which platform you're on I think this should be very common sense if you're posting the same video on LinkedIn that you're posting on Twitter that you're posting on Facebook that you're posting on Tik Tok a there should be some post-production subtle Nuance changes you make to the first second tedline things of that nature but at its bare minimum the copy associated with that video should be incredibly different based on the room you're in I mean

it's not super hard to say hey business Travelers as the opening line to a LinkedIn post that might be you know something different that you would put on a shorts that might say hey college kids but still have the same video depending on that video and so I find a huge huge huge difference first it's a self-awareness game there is multiple mediums that work in communicating I'm glad you brought up suback sub substack because it allows me to go there there is the written word there are people listening right now who know more about video

game 1980s culture than anybody in the world however they're very self-aware and they're like this [ __ ] I'm not going on camera I don't have the Gift of Gab I'm incredibly awkward with my my words I'm shy I don't like it good news do you like to write huh I'm a little bit more there or they have great Gift of Gab but the camera makes them it kills them great you've got video you've got audio and you've got the written word if you want to go to the extremes you could even animate and cartoon

it you could even go that far but that's a little bit of a further putt but what would I say first you have to know your medium the pr refence is video cuz video is a starting point to everything else I do audio and written word without doing it because everything's extracted from my video so video is the Holy Grail no question Video Killed the Radio start like that's right however it is not required that's very important for people to hear number two once you decide to do it you have to decide your medium so

for example if somebody who's listening is really into modern IP law with AI coming with nft culture with Disney with Pokemon LinkedIn and YouTube are going to be much better mediums for them potentially than let's say Facebook right but if you're into parenting Dr Becky big shout out she's getting a lot of momentum Facebook's a dream so you have to know where your audiences are you have to know what mediums and then per medium becomes the creative variable meaning LinkedIn is a monster for the written word you write a epic four substack like New York

Times opend blogging medium you write 12 a newsletter person you write 12 paragraphs of fire about something B2B or business oriented and you post that on LinkedIn with a good picture they're now for you paged up will get you lots of views lots of reads and and Linkedin is a very different audience you get one proper to read that you're getting a message on LinkedIn that's going to make you money B2B and like and like grow up business LinkedIn is one of the biggest opportunities that people Miss because for example this iconic cpg brand you're

building if you write four paragraphs on your strategy of something you see on LinkedIn that may lead to a business development deal that will never happen on Instagram where you're building consumer the distributor from Walmart happens to come across it you got it yeah right and Linkedin is so Global it could even be a small you know C uh live shopping player in China like it people don't under understand what's going on so to answer the question is they'll all work when you go into them it starts getting into real culture when you're writing something

your headline matters it's good old newspaper if that LinkedIn post the variable is going to be your opening headline what I think has worked for me and I wish more people were doing this when I go do something like this I'm desperately trying to bring value to your audience I'm not trying to extract out a book sale I'll take it but I feel like I want to earn that by actually bringing value in it and I think it's a fun way to like wrap this up I think more people in the world actually here's a

fun way to say it you want to grow in social media when you post why don't you think what's in it for the other person instead of what's in it for you the main reason 99% of businesses and people can't grow on social is they're selfish they want the likes they want the followers they want to sell something well guess what your audience may not like that and so I think if the world can get more into bringing value all the things they want the questions they'd like to be asked the promotion they would like

to do all that works itself out I think that's a perspective change a lot of people need you know you talk about um at least one part of your book you kind of talked about quality versus quantity and everybody's kind of always having that argument these days with social right because you should put out more content more content more content and that sometimes will sacrifice the quality and it seems like your idea is to do both right put out more content that is better um at any point do you think creators can be oversaturating Market

let me let me help creators right now almost everyone doesn't know who you are powerful silence after that I wanted that to really settle in for everyone when I when creators come in here who have like 51,000 followers are like Gary you know I don't want to be Overexposed I'm like brother good news no one knows who the hell you are bro I I go to airports I get stopped 13 times for selfies it's profoundly a lot it's a lot but it's 13 4,000 people walk by me do you know what I mean you make

a good point you make a good point so overexposure no uh but it's a quality quantity ratio to your point does everybody have enough creative ideas to put out good content like these are the things that are the issue right like I think that that's a huge issue that most people aren't creative enough for new ideas different formats um do they have enough finan for brands that are listening have they allocated enough money towards it Brands will hire a creative a agency millions of dollars to think of one idea for the year but they don't

get they don't spend that much money on producing social media creative it's nuts it's crazy so you know I think there's a lot to this you can literally be a content Creator around anything without any need to produce anything especially now with green screen what a gift like what do you want to talk about go Google that term find an article written about it yesterday control copy like screens shoot it literally go into your Instagram go to reals put green screen put it up and literally hold a button and talk about it for a minute

and post it it's profound you can literally be a content creator around anything without any need to produce anything let's talk about viral sure I'm going to use baseball I know it's not as popular anymore but it's the easiest one go going viral is hitting a grand slam mhm do you know anything about baseball a little I know enough enough to be dangerous you know what a strikeout is yes good most posts are a strikeout okay right doesn't do what you want it to do MH I'm in the business of singles and doubles and triples

with the occasional home run and Grand Slam but could give a [ __ ] about hitting a grand slam or if you don't follow baseball everyone I'll I won't use an analogy I don't ever think about going viral ever I only think about making good content that is valuable to the people on the other side and that means that most of my stuff will consistently do solid occasionally do better than solid and once in a while go viral I believe that most people suck at social media because they try to go viral on every post

and when they don't they cry to mommy talk to me about how you deal with criticism and the inevitable ups and downs of success you're someone that has got both by being empathetic to it being a reality of life it's inconceivable that you want attention and you're not going to have judgment in a world that is obsessed with taking things out of context and only headline reading there's no common sense to that I don't take it personal I care about the Judgment of the most inner circles that I have family and friends employees inner circles

acquaintances that became friends like I can't be upset if Johnny 97 thinks I'm a dick face because my energy is too much I'm also empathetic I know that my Alpha competitive high energy Jersey like I know what this is that's not for everybody some people want to Zen out if you want to Zen the out I'm not your guy talk to me about just that immediate emotional reaction I think that overcoming that is something that a lot of people struggle with I love myself too much to give a about you I don't know what else

to tell you I don't want to be delusional I don't want to be living in my own eego I respect other opinions I internalize for processing other opinions but I have no interest in putting your subjective opinion about me above my opinion above me that's how I deal with it when I get [ __ ] on I deploy love through the form of compassion if you're able to do that you won't hear them but that's why I've been pounding on humility the reason I work is cuz I've got this going on for when I get

a th000 comments 860 of them are a goat Emoji the other 140 are you're a scam artist when you can't hear either you can move when you only hear the goat stuff you become vulnerable to the scam stuff so good too many people want that affirmation and that's why people become unhappy if your values are based on people giving you acol leads then you become susceptible to the tear down I'm just attached to both somebody else's success is not taking out of yours there is so much unlimited everything money Fame opportunity so much that getting

fixated on someone else's success is hurting so many people as if that's actually taking out of yours do you know many people when I put out certain things say well someone else is doing that already I'm like someone else is doing everything already there's [ __ ] 17 trillion versions of me like like always like I laugh at like people being stuck in like 40 years ago mentality I was I just flew from London so 12 hours I got to sleep a little bit but I also got to do a ton of work some somebody

wrote me an email I was like before I tell you my big idea you got to sign an NDA I'm like [ __ ] but it's not 1986 up in this [ __ ] no more delete [ __ ] you what should we do when we have really good performing content we should amplify it if you can afford to spend media dollars after a piece of content went crazy then you should do that and if you're just a Creator by yourself and you're like a kid if you're listening right now and you're 16 and like

you dunked on your little sister in the basketball rim in your room and it has three million followers on Tik Tok and you have ambition to be known and you want to do something with it don't let the algorithm be the only way you get reach Google how do I run ads on Tik Tok chat gbt how do I run ads on Tik Tock read and learn you know like how everything works or watch a video and then you as a 16-year-old take your 40 bucks and spend it on getting more people to see it

yeah okay so because the world has shown you that it's good you're not guessing you didn't you didn't dunk on your sister and then spend 40 up front this is how all advertising work because you know we guess now we can live in a world where we can do it post spend media not pre-s spend media it's huge so once we see something working lean into it invest in it don't just invest in things that you haven't tested yet basically think about it it's like working out like if you see something's working and your physique

is looking why would you stop and try do something else and hope it works like you got it go we have not figured it out because the way media had worked forever was you spent the money on something you were guessing on you thought the commercial would do well you thought the billboard would go well you thought your newspaper ad was good you know what I mean yeah one of the main reasons I do podcasts is a for the attention of the audience which is happening right now B for the recordings of it for my

own content I like doing two for ones you know I love public speaking cuz I enjoy it right it's lucrative for me but luckily for me it's become not Roi positive to the amount of time that I need to allocate for it one of the main reasons I still do it there's only two reasons I still do it I genuinely enjoy it and I want to do it occasionally it's still fun for me and two I need content I have a problem to your point I'm so operating right now that I don't have enough content

and so I need to actually allocate time for podcasts or Keynotes or other things just to have content creation cuz my life is my production facility most people make cont cont to become famous Rich to scratch their own Egos and insecurities it's selfish I can tell you right now no question the biggest reason I think a lot of things work for me and things I observe in others is when I post something I'm like what's in it for them one of the reasons I never post like bougie [ __ ] is I don't understand what's

in it for the audience when you show them that you're drinking champagne on a private plane once in a while when I say this I'll get a DM or text from a bud be like no bro it's aspirational I'm like bro there's unlimited aspirational [ __ ] out there you don't need to contribute it you you're doing it to flex so for me the first thing that people need to think about is why is this good now if you're a magician that does card tricks on Tik Tok it's good because that's Entertainment it's the reason

people go to Vegas shows it's why we watch TV entertainment's good humor's good King Batch what is like he brings value he makes me laugh then there's people that give information inspiration there's a lot of things you can do right and so I think the framework of what's in it for them versus what's in it for me will really help most people listening right now especially given like how sharp I think the audience that listens to you is they're thinking of it very smartly like from a business standpoint from a like it's the game right

it's the game I just if if they just added a little bit of like yes I understand you're trying to figure out what will go viral what will over index what will work how do I make it happen how do I build myself up I want to be a speaker I want to have a podcast I want to be an actor I want to own a sports team whatever just man just something of like can you say something or do something that actually will bring value to someone before we started this you're like hey mate

like the book went pretty like deep on the content that's how I thought about writing the book we literally had this convo right before we started the am I writing this book for because I was ready to go so detailed because I know that people that are good like winners the kids the Zachs out there that they're going to listen on audio or read the book and they're going to get their $19 worth rid of Amazon's going to sell it for because they're going to get one tactic one that tweaks it and gets them value

and so I think the first thing that they need to focus on is the perspective of what's in it for them I know why you're doing it you want what do they want question for you are you ready to get serious about your social media education so that you can grow your influence and your income faster if you'd say yes then I think you're going to love our video marketing cheat sheet that's available for free at2 1 video tips.com we've condensed the best tips and strategies that top entrepreneurs and content creators revealed at our past

think media events and have put them into one master class and free download inside of this resource you're going to learn from Top experts like Alex heroi Patrick B David Cody Sanchez Dave Ramsey Gary vaynerchuk Pat Flynn shelene Johnson and more and you can get it for free at 21v video tips.com or just click the link in the description all right let's jump back into the video this is me writing the copy to my Instagram post the second you take your hand off the wheel you become a worst driver as people hit financial success most

people have delegated or Walked Away From The Trenches from the dirt from the practitioners ship I've doubled down on it I'm still writing the copy but I'm also like analyzing the numbers and like thinking through the first second and like it's why I wrote the new book I'm obsessed with strategy let's go very high up the sole reason Fortune 500 CMOS really struggle with today's marketing is they are so removed they don't even have some of these apps on their phone let alone consume the creative that works on it let alone make the creative that

works on it think about that for me the reason I like being in the craft it gives me a currency a pulse of its actual success with the end consumer but this is also challenging here's why I think we're going into an era where you're going to have to be better to win and that excites me and I wanted to prepare my community I like the practice M I like the crap that no one sees a great reference it's a really important part to me I enjoy when it's small like I'm doing twitch right now

live streaming my are you doing it right now actually Dustin a little something in and out but like in my office I'm sitting in my office doing 10 hours of meetings and twitch is running in the background 90% on mute yeah and people are watching it but not a lot like why would you watch that it's like almost ASMR for entrepreneurs I unmute a bunch I do questions I give away stuff we hang out but I watch it I'm like okay hundreds of people are watching now but I already know my brain tens of thousands

of people are going to watch me go about my business day in six years and like that gets me off more than anything I love the 100 views not the millions of views I have on social I'm almost like it's almost why I think I love the Jets so much the chase to finally get it is more interesting to me than getting it when the Yankees won the World Series I stopped watching the Yankees yeah but like the climb the biggest issue for entrepreneurs Executives parents the world is that most things that are remarkable are

hard and and then occasionally you'll find someone who blast it off real quick and you decide to point to the 0.1% person that hit it instead of realizing the 99.9 9% of people that hit it after doing something properly and hard for a decade I know that if people paid attention to what I just said right now and go back and get very serious about going live on Tik Tok and twitch for four hours a day that it's going to take them six months to get any level of any kind of traction and I'm talking

5 days a week which is 20 hours a week and I know for most people after four to five days let alone weeks they'll give up because that's all I've watched for the last 25 years when I talk about you should get an e-commerce site or you should do email or you should do Google AdWords or you should do Facebook or you should do YouTube and on and on and on it's just you know as I reflect you know I love this time of year because you get a little downtime during the holidays you think

about different [ __ ] because you're out of your patterns and when I think you know obviously I knew had this talk early on I'm like how do I mix it up what do I want to talk about I want to talk about the fact that most of you are just going to give up too soon and it's because you just want it easier than it actually is and it's really not about the tactics it's about your perspective so much of what is [ __ ] everybody up is they're worried about everybody else you're stuck

in seventh grade like most adults you are literally not building your business because you can't handle someone going to your social media post named Johnny pants 13 and saying that you're ugly or stupid I'm just going to say that one again because this is really scary I believe over 30% of this room is not all in because they are literally stuck in high school because they fear or are too affected by a stranger coming on their social network page on a post and making fun of their appearance their weight or the words that came out

of their mouth their age their look their politics I get it I don't want that for you especially when you shouldn't feel bad for you when that happens you should feel bad for the person that's leaving that comment could you imagine how shitty of a life it is to go around the Internet and try to hurt other people's feelings I would like to show you the visualization of what's going on in that person's heart it's sad I feel bad the only people that do that on Earth are ones that are hurting so please get your

self-esteem up let me tell you what I also see with this crew some of you are actually big players in your Market you've got kids that are much smaller you're much bigger mortgage you're much bigger real estate but you got youngsters or new people they don't even have to be youngsters who have more followers even though their book business is much smaller than you and you don't like the way it looks of you only having 113 followers but they have 8,000 so you keep staying off while they keep growing market share my friends there's a

lot of reasons why you don't do it none of them are valid this is the greatest opportunity in the history of small business all of you are small business I am small business we can compete with the biggest brands in the world with no cost by just becoming remarkable at the craft at being great at social media every single time you are in your feeds if the post does not make you feel good un follow and mute that [Music] person and then after you're done with that that's your day to-day that's what you now do

that's what you now do or be careful because sometimes it triggers you in a different way if you find yourself over envious of someone delete and mute them too because there's a lot of people there's a lot of people that sell negativity in an interesting little package they hide it as I'm just trying to be aspirational but posting pictures of yourselves on private planes all day flexing Rolexes is not bringing all of you a lot of value now I'm not going to blame those people you're a big boy and big girl don't feel bad feel

happy for them but if you're not there yet mute that [ __ ] unfollow that [ __ ] and then then when you're done with all that the last thing you do before you go to bed in that feed is you go to search and you type in positivity and you let the results pop up on that grid and you click a couple of things and you follow a couple people and like a couple of positive things you will wake up on April's Fool's Day with a much more positive life that's right whoever in this

room is able to cut out more negativity and bring in more positivity in 2024 will win I don't think people are strategic I don't think they understand the science around the art of making a picture or video work for you in YouTube YouTube Shorts Facebook Facebook reals Facebook Messenger WhatsApp WhatsApp Channel Instagram Channel these are new things broadcast channels the carousel ad the video the real versus the regular post LinkedIn versus Twitter Twitter versus snap Snapchat Snapchat Discovery is where a lot of creators should be making content but they're only making it on Instagram and

Tik Tok I don't think the length of time of a piece of content is the variable of a good piece of content the same video on LinkedIn then posted on Instagram have two very different results even if you're catching the same person everyone in this room has a different mindset when they're going through their Instagram feed then going through their LinkedIn feed I think it's the marriage of the content and the distribution that the platform in the same way that everyone here is going to act differently in a boardroom with their co-workers than if they

go on a girl trip to Vegas with their best friends they grew up with it's the same human but it's a different version of you and so the psychology of when you're consuming is a different version of you so the storytelling the copy the first 3 seconds all have to be different there's a very different craft than making a three-hour movie than making a 1 minute video on YouTube versus making a six-second video for Tik Tok these are different crafts but they all have validity so what's the difference between content and documenting the journey yeah

there was a moment there was a kid in here it was a big moment for me it exploded for me we were just chopping and I just cuz thank God I was filming back there and I just said he's like I don't know what to make I said document don't create right people have shoot days I'm an influencer I'm on today I'm going to make stuff that's commercials that's TV that's fine by the way that works for a lot of people people like you and me and a lot of people out there we should be

documenting mhm not creating right we because what we do is just who we are it just you know the best [ __ ] you ever said the best [ __ ] I ever said it's lost I said some [ __ ] to my sister the other day I'm like [ __ ] I wish that [ __ ] was fil you know like like it's so the difference is not a lot the key for everyone is to be self-aware of who they are some people this is what blew me away maybe this hit you too as

my life started changing I started rubbing elbows with different kind of people I'm like yo some of these Comedians and actors like suck in real life but in the context of doing it for film they're beast and then you then I did enough TV and different [ __ ] I'm like oh this shit's slow you go do a movie you're like all right back in the trailer for 3 hours I'm like [ __ ] this [ __ ] you know for other people we like it raw clean authentic no [ __ ] no [ __

] with it like that works for us so for everybody on the other side there's two groups there's the people that should do it the actors way like they Studio proper they need they they need to memorize their lines and then there's us more impr we're more SNL than we are feature film right improv live life on stage you know in the kitchen around a dinner table chopping stoop life it's that [ __ ] and so cool like neither's better the key is does everyone in the other side of this know who they are and

are they trying to force it I'll give you an example of another thing that some of the more advanced people here are not thinking about I would argue that 10 to 15% of my content that I make I make for information but why I'm really making it is I'm basically asking the audience a question and I'm reading all the comments to get the insights that I'm getting the consumer insight and the pulse of the world through putting out content just for the reactions and the comments and the answers the more people here get curious and

focused and strategic about the content they make the more the upside will be one of the things as creators we think about is how do we sustain for a long period of time because people may get bored there's many different ways to talk about this first of all I once took a two and a half year gap of producing any content 2 and a half years so for 5 years I did wine content from 2006 to 2011 and then it and then in 2014 I started the Ask Gary B show that's a long Gap so

I think a lot of times we beat each other up you beat yourself up for not producing content I'm potentially one of the most prolific content creators of the last decade and I once took almost three years where I made almost no content so I hope that gives everyone a sense of relief that if you have a bad week or even a bad month it doesn't the end of your content career that's number one number two notice what I came back and did after five years of doing wine content and not doing content for three

years the content pillar that I decided to do was a Q&A format why did I do that because I needed the audience to be a contributor to the content creation I think one of the great mistakes that a lot of people make is they don't incorporate Their audience as a potential start to creative it is an amazing training wheels setup chess move putting you halfway home incorporating your audience to being a starting point to more content is something more people need to do q&as answering questions interactions um and then finally I I'm a very big

believer in what I do with drock filming your day-to-day is an incredible way to scale content the other thing I did was I did a ton of podcasts and shows that had very small audiences just to be on the receiving end of questions so that I would have content so literally dming small podcasts and saying hey you know if you'd like to interview me and you know as you're evolving through your careers that's a good get for a small podcast so it's good for them but it's also good for you cuz you can post produce

the creative and Q what's amazing about Q&A is the questions take you to places you won't take yourself so those are some things to think about I view that content is the oxygen that creates awareness around what you're doing so to your point if you stop creating to do something you in essence are turning off the oxygen of what you're doing so the reason I have continuously content created even though I've gotten remarkably busy in my time is because I agree with that I think once you stop creating you become less vulnerable the best YouTubers

in the world starting with Mr Beast Down spend more time and more money on their thumbnail than you could ever imagine so number one for everybody who's going to do video and again that's a whole another conversation because for some people it should be written word some some people should be doing audio some people should be doing video but I think uh I think the thumbnail on video is incredibly important I think the first 3 seconds thing that Dustin and I were talking about on our trip this week is do we need the hook from

the from the thumbnail to be delivered on in the first two or three or 4 seconds and and we we really believe we do we believe that if if my hook says you know 30 to 40 year olds you should be thinking about Linked In And if my opening line is like before we get into that I you know like you might in two seconds you may lose that audience the number one mistake that almost everyone here is making on Instagram is they're mailing it in when they do the copy on their post they're not

writing enough or thoughtfully enough on the caption on their post they do the video and the picture they think that's what it is and on the written word they just say huh say something funny something clever three words and they're done post if everybody here started writing three or four sentences in detail that brought value to the the video that they're posting they would see enormous growth from their Baseline overnight maybe for you you're not good on video but you can take a picture of your product or your service or your industry and then write

three paragraphs on your Instagram post and that's how you grow there's a hundred different ways to win this game the only way to guarantee that you don't win is by doing nothing about it there is not enough content being made in enough platforms from this group here sales and branding are different I need people to understand this knocking on doors cold calling sales good I'm a fan I will I mean I love selling but selling is what you do when you don't know how to do brand I'm glad that one hit selling is what you

do when you don't know how to build brand and what I mean by that is really at the end of the day you're going to do both selling and branding are both great but Nike doesn't do door-to-door sales Lexus doesn't do door too sales Coca-Cola doesn't do door-to-door sales and by the way the characters in your world that get on Netflix and have shows the business comes to them because that's branding branding almost everybody here here does not post three times a day on LinkedIn everybody here should post three times a day on LinkedIn I

don't care if you sell t-shirts I don't care if you sell peach ice cream LinkedIn is not what it was when we all came out the gate it's no longer a recruiting tool it is a social network that has crazy organic reach that has very high value customers that are usually at work when they're in it so they're paying attention even more because they don't want to work diversifying your income streams is always a good strategy is always a good straty yeah of course now having the capacity or back to some of the subjects that

you just mentioned some individuals here content is more conducive to other revenue streams if you've got a health and wellness platform it's easier for you to sell a health and wellness product than let's say being a doctor like but subscription products of Premium content is always in play for people that I think a lot of people don't think about instantaneously um but yeah I mean creating as many Revenue screams as possible is always a good idea the problem is it's back to content and platform you have to actually be decent at it like if you're

going to sell a product the product needs to be good or you're not going to have repeat business and that's not a viable business so I think you know we started with this and I'll bring it up again with Revenue uh self-awareness is very important you know if you don't have any passion for creating a product well then it's probably a bad idea to create a product and so I think um but but yes I mean I think relying on brand deals is fine because there's so many businesses and there'll potentially always be opportunities but

the more you can control it the more interesting it is which is why I think so many creators eventually go to their own product can you speak into maybe we the team Gary is pretty Advanced now we start a little bit at the beginning as you think about those that would say what am I what about my first hires how do I even do this great at real estate or financial services but okay how do I start you know every where do I get my dck where do I get the whole thing speak to early

stages of building that team to help you grow with video you need to hire people that do things that you don't want to do where do you find them the [Applause] internet people say things that drive me crazy because they don't want to do it as if you can't find it are you telling me you're at this conference and you can't find people you don't know what Fiverr is you don't know how to post on LinkedIn you don't know how to search terms on Twitter like people come up with excuses a lot of people a

lot of people don't grow because they want money to buy things wow a lot of people's businesses don't grow because they want the business to give them money so they can get a Corvette or a second this is back to you've got to find a thing you like because if you're building a brand or you're thing to buy the yacht you're not going to build a very big thing I'm just building the thing to build a thing it's more interesting for me to build the thing than it is it's like this some people Love Actually

here's a great comp this is this blew my mind one of the most stunning things that happened to me in my life my whole life I've wanted to be a professional athlete right so by fifth grade I was like [ __ ] I don't think I can play for the Jets these kids have gotten much bigger and stronger in fact I had such good hand eye coordination that I was [ __ ] killing people in first and second and third grade but some somewhere around like fifth grade I'm like why is everyone twice my size

now and so I was like this might not be in the cards and that's when I decided to buy the Jets but I was like [ __ ] it if I can't play for it I'll just own the whole [ __ ] thing so now me and AJ get into the sports business and we have a big practice now and when I realized that a lot of kids play professional sports but they don't love the game it was just their best way to monetize that like blew my mind and I mean really don't like it

and like even when we recruit kids now I never want to recruit a kid that doesn't love the game because I don't think they're going to be at the you know because we make our money on the second and third contract there's kids that signed that first contract and it's a wrap you want to know why people are out of the league in three four years because they didn't give a [ __ ] about the game so for me this thing that we're talking about I don't want the things that come from being the best

entrepreneur in the world I just want to be the best entrepreneur in the world so it goes to like do you love it cuz if you don't you can't get there and so a lot of people don't have a dck or a team cuz they don't want to spend the 53,000 on it cuz they want a burka bag and they want to go to Tahiti and they want a [ __ ] Lambo you're taking the money out of your business for your insecurities instead of feeding the business to win the [ __ ] game people

want to look successful more than actually be successful back to why I make so much content about self-esteem the reason I focus on love and being kind to yourself and the [ __ ] that I've been talking about is that's the seed of the whole game if you need Lambos and chains and accolades and check marks and a million followers to clog the holes that you have in your soul then you're going to not be able to build meaningful things because you're taken out of your business instead of feeding it I think the other thing

that everyone's going to be blown away by is how quickly you're going to use AI in your everyday life sure some of you saw some of the plugins that chat GPT is doing with like food ordering service can you imagine being able to say to a device like an Alexa seven of my friends are coming over two of them are lactose intolerance three are vegan one loves Tomatoes three prefer onions can you place an order on seamless and ship it to us right away and also email me the ingredients of every product and you're done

and that happens that is profound if you are not using AI tools every day of your life you're making a huge mistake you've got to start training whether you need it or not is irrelevant you're going to need it this train has left the station and there's nothing stopping it I think first of all the thing with AI That's so interesting and when I look around this room there's some youngsters but there's some people that have put some years into their career and I'd like to make this statement first please don't do with AI what

you did with social media and what you did with the internet and what you did with a smartphone for some of the youngsters in here there's a lot of people in here who said they would never give up their Blackberry for the iPhone because they needed the buttons on the BlackBerry but they did or even getting a cell phone in the first place cuz their beeper and pager was more than enough and some if someone wants to get a hold of me they can page me and I'll call them when I want to or not

having a website or not doing email or not setting up up a Facebook so first and foremost let's not demonize another new technology because you read some headline that it was going to take your job like let our grandkids worry about the robots killing them for us we need to figure out how to navigate this next generation or two so first of all AI is enormous what is it going to do for a lot of salespeople here it's going to take care of a lot of the mundane work that they pay people to do or

they do themselves and it's going to make it a lot easier if you just think about back to who I'm really talking in this room to the last 20 years of Technology if you think about what email has done for letter writing and faing if you think what you know what all the you know all like search has done for information setad of the encyclopedia the library or the L Pages if you think about the elimination of friction that websites have done from time going to the store and buying stuff all we're talking about is

time even if you think about farming 150 years ago 80% of us worked on a farm and then technology came along and made a tractor and that saved time so we could go do other stuff we're demonizing AI in the headline reading all it's going to do is make everything faster more efficient to allow us to have more capacity to be creative spend time with our families make more hand toand combat stuff like it's going to free you up not one person here does not have a cell phone fair enough but she's not here this

is the remote control of the universe every single thing that you are sitting here on the ground or in a seat hoping and dreaming could happen can happen because of this the only thing that's stopping you is your mental perspective or your lack of knowledge on how to do it please no matter what you do please get serious about LinkedIn YouTube YouTube shorts Twitter X snap Instagram Tik Tok please get serious the attention of the entire world is on these eight or nine platforms at scale it costs zero money to post on it this is

an opportunity that has never existed in the history of mankind and we are all sitting here on our hands not doing enough the fact that not every person in this room raised her hand when I said do you post on social media every day speaks to and don't forget we're not here for a conference talking about movies this is not a conference talking about sneakers we're not here talking about the environment this is a [ __ ] business conference this is a [ __ ] business conference and you're [ __ ] sitting here and not

posting on social every day [ __ ] you so if you've been enjoying the content in this video I think you're going to love Gary session from our recent event you can watch the entire thing just click or tap the screen to watch that if you want to take your social media learning deeper pick up a copy of Gary's book day trading attention we'll link to that in the description down below and if you got value it means the world if you hit the like button and share this video out see you in the next

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