Why your Social Media Strategy From The Last Decade Is USELESS | GaryVee 4Ds Consultation

you do know that you could go from 2 to 8 million in sales in a year based on one organic Tik Tok post as I scroll to my Tik Tok this video right here got 1.9 million views here's the most remarkable part the next post which crushed for me on Instagram different content different platform big part of the thesis 5,834 views so the social media I grew up with that you all grew up with was as many followers you had was an indicator to the general range every post would get all those best practices got

completely annihilated when Tik Tok hit the scene and made it about the individual piece of content and I think it's going to continue to get more extreme cuz it benefits the platforms look Tik Tok has the most virality chance I wasn't kidding what I said about 8 million for them it doesn't fit everyone here good news every platform is going through the Tik Tok thing LinkedIn same thing one video I have 4,000 next one 400,000 YouTube short same [ __ ] first video a th000 next one 250,000 so they're all about to go through it

cuz it's the right thing for all of us it's the right for the platform it's right for us this is why I wrote the book this is why I'm yelling from the loudest way I can that organic social is important but you have to get good at the craft like the first 3 seconds the thumbnail all of it until you're great at the craft of the video or the picture or the written words and social everything will be hard I promise you because everything else is getting more expensive because they're all losing market share to

this machine newspaper ads are more expensive than they were 5 years ago the number one goal you should all care about is views achieved organically there's people on my team that are fast there's people on my team that are slower but if player one got me three videos a day and those three videos got me a 100,000 views the player two was slower but she [ __ ] made badass [ __ ] and only made me one and that video got four million views which one do I like better that's but when people play well

but Gary my shit's good I'm like no it's not you took a day and your video got 8,000 views and over here they got me three videos at 8,000 a piece and that got me 20 4,000 views when you make views achieved gross and per post as a North star it's going to help you answer a lot of these tough questions the first question I think is how to how to balance personal branding versus business branding especially from a social media perspective and then also across multiple Brands if you're trying to do more than one

company like you did there's so much to that first of all I think that we out acade Academia ourselves a lot of times so we sit in this room and think about the strategy of personal brand versus the business versus multiple businesses when the consumer on the other side doesn't care about what we're doing in a boardroom that's always been the case it's now been compounded by how social media now works right the reason I wrote the latest book is social media's really changed in the last two three years so best practices on how many

handles do you need what's personal like all those best practices got completely annihilated when Tik Tok hit the scene and made it about the individual piece of content and I think it's going to continue to get more extreme because it benefits the platforms the more we stay on it the more money they make the more you see things you want to see the more you will stay the more you see things you don't want to see a lot of you follow me but you may not want the wine content or the crying about the Jets

content you might want the business cont content you might want the silly content I don't know but as you all know I do a lot of different stuff compared to most people I would say good news my friend it doesn't [ __ ] matter just do that's right so if you decide to go one platform under your name and do half of the content about the business and half yours in another business that individual piece of content is going to find the audience if you want to have seven different accounts I'm like even thinking about

new strategies for clients like if they're a Serial brand let's just use Cheerios they're not a client if we get Cheerios should I create another account called at morning breakfast so that I can just post on it with shero's content just so they don't have to deal with the Pol like it's so crazy what happened and all of you should take advantage of this you should no longer be paralyzed by any of the ridiculous things we think about for strategy including even the name of the handle it's like all out the window okay it's now

the individual piece of content whether you post on your account your account or the company's account the individual piece of T porn content is going to be the punchline we had a t-shirt TN there you go so so that's the answer to that Christian I don't think you need to [ __ ] yourselves to three of you on this issue one account five accounts one for each of you it what you need to do is be [ __ ] psychotic about the individual piece of content so my questions may be really specific to Financial companies

is there anything you're seeing um either good bad or otherwise that companies like ours were focused on um you know helping people better their financial lives is there anything you're seeing out there yeah of course but let's let's Brak this down a little bit so what would you like them to do after they've been affected by your good content to make their financial lives better like a nonprofit would just like it to be good a profit like what what do you you want them to do what is your business kpi what would you like them

to buy from you oh mostly we sell life insurance just like sophisticated Life insurance-based Strategies how much LinkedIn content do you put out a day uh one post a day what kind mostly video mostly video a clip from the podcast sometimes it's just like a short that I've done um we have had like outside fmos third party fos it for the last couple years um and so we've mostly done what they said until more recently where I'm like I got to own this more that part's good how's it been going slow not very well not

very well I would say because it's challenging to get views on it or because you're challenged to come up with ideas to make content for I think more challenging to get views I mean like you know when I put out a short I get like a you know sometimes a short as like a YouTube short what about LinkedIn okay sorry back to LinkedIn I would say every once in a while I'll get like a good post that has like you know 10,000 views but for the most part it's you know I'm getting like a few

hundred Impressions on it and that's per day one a day yes or you're being kind or that's what we're doing five a week five a week yep we are dedicated at least to that at this point we're understood have you thought about where are you based Salt Lake but we but we are totally virtual understood so we yeah and the consumers that you're trying to reach can be National yep that's been a huge Advantage for us cuz we started doing that 10 years ago I think couple things if I was to join the business the

first thing I would do is pitch the idea of hosting a dinner within Salt Lake Running ads on Facebook and Instagram and Linkedin on a 10 to 15 mile radius of our office where the video was an invitation to fill out a form to join this dinner in a private room in one of Salt Lake's nice restaurants M where you would send them to a Google form to fill out who they are and what you're going to talk about is overall entrepreneurship and business a little bit of like Salt Lake local entrepreneur and business in

Salt Lake life because that's obviously such a tightened Community I know it pretty well and uh for this lovely dinner we're all going to have you're going to have to bear with us we have a 5 minute halftime show commercial for what we do for a living but the general thing is I Christian we would like to be more part of the community and the business community and the growth of the city and the energy of everything that's going on we have a hockey team now yep we do we would like you know again I

don't know like you know whether it's steak dinner whether it's alcohol no alcohol whatever the Dynamics are we're going to do this nice dinner there's only 12 seats well we're just running this ad within 20 month like you're lit this is literally the video we are running this ad for like-minded ambitious people uh footnote we're also doing this for our social media content so this dinner is going to be filmed you don't need to be in it it's for my content so your face can be blurred it could be the back of your head by

the way you can be in it and can get a nice little plug for your local business I believe what you're doing in that scenario is a couple things one I think it would explode your local business uh I think scaling this is for everyone I think scaling the unscalable is the move right now in a world of AI so like a monthly dinner with 12 to 20 prospects who don't forget filled out a form that you're going to ask the questions you want to know answers to are you happy with your insurance provider yes

okay you're not invited you know like like you could you could do whatever the hell you want in that form but you will create an engine for your content my team as John may know like yeah the other literally yes as many of you may know if you follow me closely yesterday I did tea with Gary ve I brought it back it was a show I did a lot during covid I did it for two reasons one it's one of my best format shows like people like it the most for me because I'm providing real

depth it's a little it's what this is at some level uh and two I really believe in social media shopping and I wanted to do it on whatnot to show people that you can do it on these platforms there's a lot I want like I'll definitely get into it with them but here's the punch why I'm telling you that story because I put myself in my best position to make good content we made a piece of content like I made a piece of content in reaction to the question my team clipped it yesterday we normally

go into testing we test under different accounts how well the content does and then do it on my main Channel I felt so good about it intuitively we ran it last night it was the one where I ranted about like nobody gives a [ __ ] about you humility is the cake right that video that is the first video that wasn't tested that got over a million views in years and the reason I think it did that cuz the other 50 I've done that way I thought we going to hit but when I this morning

when I woke up I was like it's I put myself in a position to make that video right like I'm putting myself for an hour in my best spot I get most excited when I talk to a human and I'm just trying to break through to them and that gets me to a different place I think you in that setting has the chance to make better content yeah that makes sense so you're going to get local and by the way you're going to run ads on meta and Linkedin to the tune of about $200 in

media spend because when you're in a very confined area of a 10- mile radius you don't need a lot of dollars yeah that's what I would do very cool thank you I think you'll get the right kind of content and and by the way your production day is going to be a sales pitch you see what's happening for the low low cost of like listen I don't underestimate covering 12 people's dinner like I I view that you know a couple like I think you're going to win I think you get a I think it's going

to work I like this non-scalable local physical to film to then scale got it y putting all of you have to put yourself in a position to make the best possible content good stuff thank you you got it yeah so I'd say we're here because we are growing really really fast and we want to like make sure we have the right plan so is it all direct to Consumer yes and so Shopify yep all Shopify and then I'd say like 75% through Shopify 25% through Instagram and Facebook direct buying uh Direct in within it right

like you're doing it by hand or you got using shop or what what's happening um yes so is it like DM if you want to buy and you're like kind of handholding it mostly just through the meta ads we're running like meta will give them the option to either buy through our website or buy um just in platform right so they're buying in platform it's passing on to your shop exactly and they're a rake yeah and so we basically just for context like we did 250,000 in sales last year and I think we'll prob we're

on track to do 2 million in November amazing um and we're growing 30 to 50% month over month and most of it is on just meta ad spin anding that meta ad Spin and it's been really profitable too so so that's good that means you have a product that's fit the market against the attention yes exactly who's running Those ads you yes I'll and how good do you feel about your capability in that well like if you had a self guess cuz you probably don't have a lot of I have a thousand social media buyers

literally in in this company so I can assess like Ronnie versus Sally I'm aware that you don't have a context point but what's Your Gut tell you so I'm 100% self-taught I which is good yeah I think Advantage Plus ads have made me feel a lot smarter this year than in the past so like basically all we're doing is we're testing a bunch of creatives uh but we're like 100% of our ads spin is in Advantage Plus campaigns um which has been working for us how much organic social are you doing probably two posts a

day on Instagram just Instagram um on Tik Tok but Tik tok's just not going very well but we're still well it's not going well because you look at all of this as like conversion funnels right yes so you live in KAC and LTV life and that's you're rendering back to what I just showed you you do know that you could go from two to eight million in sales in a year based on one organic Tik Tok post so that's a good thing for everyone to hear like you notice if you follow it along of how

we were just talking where they'll eventually go is eventually the math won't work that's what happens to everybody that might be six million that might be 11 million I don't know right I'd have to like look under the hood but by the way if they're destined to do 20 million before the math doesn't work out people are going to watch them and figure it out and do the same thing and then it's going to slow that like the copycat thing will happen very FASTT and what what I was going to say is um that's kind

of where we're getting to the point where when I said 2 million in November I mean the month of November we think we'll do 2 million um and so we think like next year we could hit 20 million okay I see that's staggering so you're not going from 250 250 2 million Revenue you think you're going from 250 to 20 million yeah so couple things real quick for the rest of the room this is what's happening in social media when you do it right just like so everybody wraps their head around it it's that real

but keep going yeah so I'm just getting kind of nervous that like okay we've been riding this wave all year I feel like we were pretty early on like the Advantage Plus ads powered by AI like getting really good targeting but now I feel like we kind of have experience with a couple other small businesses where we've run them you know up to like maybe five you know 3 to five million in annual sales getting to this point where we're like did you come from like that angle were you like servicing other businesses and started

your like when you say that why did that happen so like I owned a business with my dad and my brother selling like really Niche horse related products awesome uhuh and so we've grown that business it does it'll probably do about five or six million this year but that's kind of like the biggest business we've ever been involved with so and this one just the products hitting and the nature of how social is right the addressable markets big just given the nature of all women are in play but then just the way women are shoing

like just the reality of the business okay so basically I'm coming to like okay we're could we're on track to do 2 million in November I think it's really realistic we'll do 20 million so let's go let's go backwards what did instead of like what you're going to do in November because I've been through that Rodeo let's talk about what you did do in August so like sales wise uh I think we hit close to 600,000 and you're anticipa by just putting more dollars into the machine cuz you're reinvesting what you're making that's how you

see it right yes because for everybody like the game the reason when I said this is how it works the reason not everyone does it is if your first 100,000 doesn't work because you weren't good at it then you're out if you only had 100,000 or 50,000 or 10 like these are small bit like right if you got 10,000 and you go and spend 10,000 on social ads and you don't convert then the game's over on the flip side if it does convert you see what's happening right if your 10,000 makes you 40 000 you

take 20 thou like and then all of a sudden you just like see what he's doing he's stacking got it but this is why I want to talk about or this is why I wrote the book this is why I'm yelling from the loudest way I can that organic social is important when people re don't think it's important because they're in one two places one they're Advanced and paid and so like well why guess he's just [ __ ] running it right you can see think about being at 600,000 in August and sitting here and

having confidence and I believe him by the way that he's going to do 2 million in November that's just like okay I know what works but then things change too and so that's why creative is the whole variable the targeting is there the people are on social um keep going so I guess my question is like going into next year and thinking like okay we could take this business to $20 million I it's just so open-ended I feel dumb almost asking it but like how would you be thinking about yeah no I don't think I

don't think it's dumb I think your your first of all you need to reconcile something you're in the sales business not in the brand and marketing business right notice what's happening it's all math so he's selling so the biggest fear I have brother Lexi is are you building a brand because if you're not you're going to get copied out somebody's going to buy something close enough from China and start pounding against your own the same audience for half the price we see it happening already that's right because people are watching everything got it so my

number one recommendation in the way I hear everything is don't worry about 20 or 30 or 18 worry that you are in trouble unless you build a brand do you know how many people have social media agencies and want to be Gary ve half the people on social media but the brand is what allows me I got to back it up by being good and like I got to show up in this room and bring but it's all brand everything is a commodity besides brand everything so by far what's obvious to me is brand brand

brand what does that mean you know first off I think the biggest asset you have is Lexi and her sister so like to me that's not replicatable there's only what's your sister's name Teel Teel and Lexi or Teel and Lexi there could be other sisters doing like but like they're them I you know I don't know you like that Lex but if you and Teel are willing to go out in front I think that is a very very important part of The Next Step you know joint podcast original content showing them in a field like

you're gonna what's the name of the brand OEM o Clementine o Clementine you've got to make people give a [ __ ] about that that like jingle like this is some madman [ __ ] like what's the like oh Clementine like there's like a song you should make I'm being serious like I think you should make a jingle and that jingle should be an organic post and maybe the first 3 seconds of every video or at the end of every video the jingle should play you know 1877 car for kids like if you're from the

Jersey New York area like PC Richards the whistle like everything is a commodity except brand so I think the biggest thing that's obvious to me is for you to go all in on organic and all in on ownable [ __ ] but like I would give up a lot of money if i r in the business I would give up instead of pouring like what you're just going to do is pouring it back in pouring it back in I would take some of that money and bring it to zero I would I would level out

your CAC I'd pay more I'd take a 100K of it to be awesome at organic to be awesome at Brand building mostly investing that in like basically a team to help us yes do more that's right external or internal building at the best cost Association against the results to get as many views organically with a complete lens on brand the other thing you're going to fall in love with and as great as the AI is for meta an or it's the same AI that gets an organic post to a lot of views and then that

one that one on organic will outperform the AI generated testing so there's double benefit from organic social the organic ad the organic post that gets 3 million views when you bring it back and slightly tweak it to make it a conversion ad so it's just a video of the two gals walking down the street talking about something and just hit yeah you taking that video back and at the bottom put you know maybe they just tell a story about their pet I'm literally making [ __ ] up right now their pet dog Carol in the

video it gets 14 million views four million in the now you run it again as an ad but at the bottom you take the bottom of the video and you put used uh at checkout put you know code Carol to get free shipping because you know it's going to emotionally hit it may end up being your best KAC at the thing that [ __ ] up all the mathematicians in the game that I play is when I get an organic thing going viral and I convert it into performance it outperforms all their best [ __

] and they're like how the [ __ ] did this happen cuz it's the [ __ ] creative yeah okay got it totally thank you aoon Hill that's so good hey Gary hi so um Matt Higgins was the one connected us he's coaching me he said that um we're sitting on a very valuable asset having the rights to to Think and Grow Rich in Napoleon hell the first question I have is so we have the rights to use the name the material the content everything he's ever created Napoleon hell should we be going with Think

and Grow Rich or Napoleon hell both both and okay both and okay and so much of the world we live in now life is about this but life business is about distribution and we used to have to make choices because the internet and social didn't exist so like if you were going to open up stores in 1987 you had to pick one because it's [ __ ] expensive to open up duplicate stores but when you're talking about what I'm talking about which is building brand in a modern social world the answer is and cuz some

people would like it goes into cohorts some people would resonate with Napoleon Hill some people resonate think or Rich plus if if you go Napoleon's route you have unlimited upside you do you have the rights to his image is it name image and like everything I mean his is much bigger upside Napoleon in AI form should be competing with me right now and has a lot of Leverage against me it's all historic like I think this will play out like if you own the I so if you're sitting on the IP you need to probably

stand him up so something a little far-fetched that I want everybody to hear is is virtual influencers one of the biggest conversations of the next decade is going to be influencers that aren't real people that you all own now they're sitting with gold they're owning something that's real you're going to have to make up your third sister that's right or the dog should that be the voice that was our question too because we had the voice tone of like you have his voice on record right no no no I meant like the voice of our

brand yeah I mean you're gonna find with me in the audience like voice and tone become it's subjective let me like okay what's like I mean I watch people on my team that have been with me for 10 years trying to capture my voice and send me stuff and I'm like I would never say that yeah so like you have to remember voice and tone like brand talk the reason I've always pushed against brand talk is it's subjective like what's a brief I'm going to give you a brief oh the brief is bad a brief

is a piece of paper with words on it and how you interpret it like you know what Al's words on a piece of paper the Constitution I don't know if you've heard half of America sees it one way the other half sees it another way so you know you know voice and tone is subjective you four ladies leave and four other people come in and they're going to judge if it's on Voice or on tone got it you need to really reconcile that truth okay so so as we we bring Napoleon back whether it's AI

virtual that's what I would do if I was in this seat I would bring him fully back like actually he's the one like actually in a in a year I just want like and by the way it looks like he's alive I don't know if you guys have seen the AI yes we have we have created characters we talked to him on the phone we ask questions we ask question he talked to me yesterday okay so now you know thinking Grow Rich is a heavy read and it's been thanked by many entrepreneurs right so what

we want to do is we want to launch an easier read called Think and Grow Rich 10 minutes a day okay make it more sexy more modern for younger crowd what would you do with this um meaning how do I how would I get people to know about it yes by making unlimited social media organic creative across the seven platforms that matter to society to me basically let me take a step back that might help all of you I believe your phone is the television and I believe that Instagram Snapchat Tik Tok YouTube LinkedIn Facebook

Pinterest to some degree are the seven channels on the platform just like your great-grandparents had six channels three channels you know I'm 48 we were pretty poor so I was in the 13 Channel World pre pre cable some of you can stick around that and remember it those seven platforms those six platforms are the channels on the television unlike the way Hollywood worked everybody here is allowed to make a show on the channels if you were trying to be in everyone's home in 1984 or 1963 or 1949 and you could why wouldn't you have a

show on every channel this channel choosing that so many of you are doing is that's a strategic nightmare to me not the tone of voice the not making content on all these platforms to not make content on LinkedIn YouTube YouTube Shorts Facebook Instagram Tik Tock Snapchat Spotlight which acts like Instagram and I mean for you Snapchat Spotlight could be the Golden Goose because no one's [ __ ] there no one's even thinking about it you know who is there a fuckload of 15 to 30 year olds so to not make content on every one of

them just choosing the cliche Instagram and Tik Tok only Facebook's the most fertile opportunity how much damage do you guys do on Facebook I'd say Facebook yeah I'd say of our meta ads probably like 75% plus is going through Facebook say it nice and slow for everyone in the back 75% of our ads Bend is going to purchases through and what he knows that I know cuz we're in it is I'm selling to 20 and 30 year olds on Facebook not Facebook so you know I would say the strategy you need to do is bring

him to life that book to life the mini 10-minute version book to life all of them to life on all six platforms we we've never done an ad you don't need to do an ad you can do an ad just stay creative yeah organic and paid both work I I believe we're now in a world where you go organic first and when things do well then you go paid that was done in platform for ad people before now what I just that Nuance I showed him to add is another element that affects the thing that

they really need to worry about which is brand you you start with brand you start with juice that none of us started with you're sitting on brand yeah how do you have an question you you to answer where you're about to go you have to be so I just told you that you should play basketball just so everybody knows I just told everybody here you should become a professional basketball player why did I that because out of all the major sports in the world the way the new collective bargaining agreement for the NBA is and

how big the media rights are basketball only has 12 to 15 players but the players are going to get 50% of all that money so the money is so extreme but unlike football where there's 53 players and you divide by 53 in basketball you divide by 12 so you're going to hear from your buddies that are either you're into basketball or you're going to hear from your buddies in basketball I can't believe this player just got $400 million and they're not even good and you're like how is that possible that's how I just told you

to be a basketball player I've given you the answer to how everything in society is working those six platforms dictate everything the presidential election the temperament of our society everything that is popular what is famous what sells the whole it is absurd how much un social media is underrated now you've got to get good at it that part that's where you're about to go how that's why went textbook on the new book but it's an everyday game you all must get as good notice the first question I asked him how good do you think you

are because the Delta between him being and and I was listening if he's a 7.8 against the world which is very high the Delta between him being a 78 and an 88 is four million in November not two I if you go look at my organic social if uh John you know this because you're on a team I've been complaining to team for the first seven eight months N9 months a year that we're not good anymore that's been the energy on my team cuz it's true and they we had all sorts of excuses I'm not

I'm not making as much original content that we've been a lot better right John you've seen the num lot the last two months we've been a lot better we're just better we just got better we just got refocused would you go lifestyle or personal development first yes lifestyle no the biggest Liberator of strategies and humans in boardrooms are obsessed with or or is comfortable or is school or is having a job and so it's just about throwing everything at the wall and but not that yes because I I'll explain no no you're I love what

just happened it sounds like it's throw against the wall and see what sticks it sounds like spray and prey it sounds like test and learn it s right but none of it is illogical you're sitting there and you're thinking about who am I trying to reach you're thinking who would Napoleon resonate with we have historic data of what he means for 18 to 35 year old dudes you know that so obviously you're GNA make different content for that crowd versus a 63-year-old female immigrant from Hungary because you want everyone yeah right so it's just that's

what's great the rest of the day and the book and team and before and maybe even before like cohorts if you're already talking about that like that's the game yeah but you have to get good at the craft okay like the first three seconds the thumbnail like all of it the copy like until you're great at the craft of the video or a picture or the written words in Social everything will be hard I I promise you because everything else is getting more expensive because they're all losing market share to this machine newspaper ads are

more expensive than they were five years ago would you if you had this brand I got a I'm good I'm good sorry goe if you had this brand would you modernize the message or keep it traditional Napoleon style I don't so I haven't read the books but obviously I've been very especially because of who I am like I have a general sense it sounds like a lot of the principles are tried and true would I make the examples contemporary yes thank you you got it though okay great um hi G hello um my first question

is about our our podcast we started it four years ago yes and um we choose our target audience to be uh Founders operators and Tech BCB investors smart and um we got a lot of them in the show like the most important in the region in whole Latin America yet then we found out that that's not actually the Target that we want to sell to so now we have this podcast that has a lot of authority in the field and some recognition on it but it's not working so we can invite like it's not working

because those guests and that energy is not directly impacting your business exactly great on that way yeah makes sense what I would do is back to the theme of this whole meeting is I would go into and I would cut back the kind of guests that represent that by a lot but not completely kill it because you got Equity there yeah so instead how often do you do the podcast weekly great I would probably do one guest like you used to every two months okay but the other seven guests would follow the path that you

figured out and you heard you just need new guests that do address who you want okay do you see what I mean yeah this goes back to and okay great does that make sense sure um other question that we have is more tactical please um our social media team has one graphic designer one video editor one Community manager and one copy writer okay um how much content should we expect from the team to produce that's a very fun question because it's to your point it's complicated it let's talk about that so number one there's so

much here number one are you are you doing predominantly videos or pictures both I mix of both but mostly video okay because podcast so first of all back to the rant I just had and I saw you guys talking how many platforms are you putting social out on um we were on everywhere then we just decided to focus on LinkedIn because that sounded smart we said like okay let's crack LinkedIn and is is your audience B2B yeah okay minimum minimally you need to be on YouTube shorts um LinkedIn so Twitter is about to become much

more like everybody else so I believe in the next couple weeks Twitter is going to unleash a video Tab and it will look exactly like this is the game so I think Twitter is very very going to be very fruitful for a lot of people and first movers same old [ __ ] won't be as good as conversion if you're just CAC LTB like but for brand it could be completely crazy because of the viral nature of the platform I'm aware that there's a lot of energy against AC but like for example I live on

Twitter and I do no politics and have plenty of fruitful situations you're in control of what you consume and what you put out so I think X will be good for you YouTube will YouTube shorts is very important because of the way search works um and I do think there's strategic things you could do on Tik Tok that could really find the Right audience but I think it's about let me give you this one on Tik Tok I'm a big fan if you're especially if you're B2B but it could also be if you're Niche like

tea or earrings make content that is kind of positioned as hey send this to your person in your life that's into te hey if you know anybody who's in this small business like send this video like the literally the name of the video is send this to someone that's into because there's a viral Loop there on Tik Tok that could work keep going so to answer your question first when we take a piece of video what all of you have to be best at is post production for the platform notice how I started this meeting

with an example of video that did 2 million on Tik Tok but underperformed on Instagram same video I changed the copy but sometimes that's not even enough but minimum minimum when you make one video you're actually getting four pieces of content if you're on four platforms by changing the copy that supports the video based on what platform if I'm posting a LinkedIn I'm going to reference people that are traveling for business sitting at their desk I made make that reference like if they make a I'll just use them because it's going to be easy if

they're making a t video and they post it on LinkedIn which I think they should which nobody who owns a t brand or retail store would ever think about but I think LinkedIn has become like Facebook there's just people on it and they're just seeing [ __ ] in theirs I would put like a video could be them in it whatever it is but the copy would say tired of the shitty te they serve in the office and then comma into what they have to say I wouldn't put that on Tik Tok I would just

go into like average chamomile blows here's oolong here's the you know like whatever they're going to do so I think that how much content should you expect minimum you should expect whatever the output is it should be times however platforms you have but don't take the same video and post it everywhere because it's going to act different the copy minimum should be changed I'm not even living my same life like we should tweak the first second or the thumbnail we do that half the time not 100% it's even like you know like somebody who's good

at Fitness sometimes you have cheat days we're not perfect on my team every video should be slightly different on every platform based on the audience that's lives in there and the temperament of the room I'm gonna act differently in this boardroom with all of you than if this was being done at a private restaurant like this whole meeting would be slightly different if this was from 9:00 p.m. to midnight with wine at a restaurant same meeting different different room right yeah my slang would be different the energy would be different it would just be different

y'all would be different so you know I think for you two you have to like watch them work for a day like just because everybody's different like look the number one goal you should all care about is views achieved organically so let me give it to you this way there's people on my team that are fast there people on my team that are slower but if player one got me three videos a day and those three videos got me 100,000 views the player two was slower but she [ __ ] made badass [ __ ]

and only made me one and that video got 4 million views which one do I like better that's but when people play well but Gary my shit's good I'm like no it's not you took a day and your video got 8,000 views and over here they got me three videos at 8,000 a piece and that got me 24,000 views yeah when you make views achieved gross and per post as a North star it's going to help you answer a lot of these tough questions understand you like that right you can hold I can see you

reacted well to that but I get it it's a hard this will help you ground the game in something yeah right yeah cuz sometimes I feel that we're like just throwing darts to the air and that's okay too if they can explain the dart it goes back to that if I can explain to you the reason I'm making this video is I'm going after women that grew up with entrepreneurial fathers in California well then when you look at it you're like oh [ __ ] I see what you did there you made a surfing reference

you made a daddy reference like that you had a concept so back to it's not like everything I make has a thought it's not just to get views there's a reason and sometimes that is like hey I've been heavy and talking about heavy like you know like Stress Management let me post a video that I like blueberries to [ __ ] switch it up but there was logic sorry isn't it hard to do that when you have when you're clipping a podcast like how do you decide yes hard yes it's it's hard to do that

which is why just clipping podcast can't be your only source of content right yeah he's filming right now 4 DS is different than t with Gary ve it's different than I give a keynote too many people became one-dimensional putting yourself in a position to make content look what I told Christian to do do local business for me it's a huge win for him because it's like when you notice how I broke it down like you might get some local business you're going to learn you're going to listen to people you're going to get content so

even if it he doesn't sell a single thing to the 144 people that he has in a dining room 12 times 12 once a month he just needs one clip to pay for the whole thing again back if Lexi and her sister like maybe they like running well then [ __ ] it find a running cameraman with you or like a GoPro like f again maybe I pitched to Christian the dinner thing but maybe he loves Golf and maybe the video says I'm taking a force them out to my course and we're filming it I

know it's weird but some of you get it's 2024 like I don't know what's right for y'all maybe they're doing like like think about what their business we're about to go there like they could just invite people to the shop and film we're doing it Saturday got it yes thanks keep thinking [Music] this all right yes so uh it's almost the opposite of everything you just said okay so our most popular content is jam and I but we are a t- room a t- shop we are we just got into Target so we're doing cpg

now and we are the Bott next for our content makes sense so unlocked the toilets yeah you're doing everything yeah I lived I lived that life for seven straight years with Wine Library yeah so really it's how did you get from you know you being the only guy on YouTube from Wine Library to patience producing enough content patience to do it patience okay like you know you've got a lot of things going for you you've got a merging AI so you could late night learn how to use AI tools to help you make more content

you could you've got the coolest job that everybody wants to do as a teenager all of you have that actually ironically one of my favorite places to look at for something like this is somebody who's retired and just looking to like still enjoy life there's an incred back to agism which is still not really being talked about because of the way technology has worked I think we're sleeping on people 50 to 90 60 to 90 70 to 90 you know like you'd be shocked on some like you know back to like the way our heads

work we don't think a 68 year old can work the register and edit our videos there's plenty of 68- year olds who are taking online courses to do social media [ __ ] post editing next question please so we are creating the unscalable yep intimate moments we're doing a Loy a loyalty Tour all right so we we're having one this Saturday tell me about it um so basically you come in you show that you have your target receipt and you get free tea you get free right because you've done this cpg partnership with Target you

trying to support that you say now a Target receipt that you bought our stuff or anything at Target respect got bu down somewhere else okay how are you letting people know about that so we've used mostly Instagram we've used it and so it's like it's happening the rcps are beyond what we expect did you run ads locally or was it all organic it was all organic I think the thing is though it was here in Brooklyn but we're in store all over the country that I understand yeah so like how we reproduce this in Iowa

you don't so what do we do for Iowa because that's I think our problem is is because um we got put into place into cities and rural areas that have no knowledge that we we even exist yes we thought we were going to get a soft launch pad of starting we didn't get started we didn't even get launched in New York until this upcoming November right so what do we do with those places who don't even know to follow Brooklyn we're doing some ad things I use a digital Mar tell me about that that's where

I want to look under the hood so we uh do you know the how many doors and Target are you going to be in we're currently in 104 about to be 168 so I would run 5 mile radius ads on all 168 yeah we did the zip codes we did the zip codes and are you in the content no bad so here's what I would do if I own this company and we were three Partners I would say we've got to make 168 videos or use AI to capture our voice and replicate it and literally

it is us and literally it is us and said like your story is so compelling it's not super complicated it's an awfully compelling story to rural area five mile radius people let's let's understand why Target did what they did and that's good for you you make videos and say hey we're us the opening line of the video is hey uh like let's just pick a town where do I know where there's a Target Clark New Jersey there's a Target in Clark New Jersey I know that because it's my dad's former shopping center R at's liquor

store literally the video is hey Clark New Jersey Target shoppers we hi it's me it's me we are running this ad within five mile radius of that Target you will not believe this we have our product in the store then tell them the tear jerk story or the emotional story or the human story of how hard you've worked how long have you had it six years yeah we've been painstakingly building this one store in Brooklyn for six [ __ ] years maybe don't say [ __ ] but you know it would mean the world to

us if you would go to Target this weekend and pick up we promise you it's the best te by the way here's our you could go this far our phone number if you don't want to blow up your phone here's our email here's our Instagram please DM us we want to know and thank personally every single person that buys a teabag from us cuz this is our [ __ ] lives and if this doesn't work at these targets they're not going to give us more targets and we don't know what we're going to do pull

at [ __ ] heartstrings five mile radius you'll know how to do that on every store all of them and if you have to because you don't know how to [ __ ] with AI do 168 videos then do 168 videos if you can get an AI trained on your voice where you can like say yourself time and just type in Clark like the lips move and you're like hi you know like the whole like Mr Black The Simpsons episode but like but honestly my thing of why I'm not even scared if you don't do

the AI thing is when your life's on the line like that's what's great about a small business this our lives right when your life's on the line I just think that you'll sit down and say it like you could chop it too you could like literally do the first part maybe show a as you're talking you could easily be smart about it you just need to film hey Detroit Target hey you know da and then have like the second sentence be a voice over with like maybe showing your store this is our store and then

you kick in the rest of video so you only have to film right you got the you see where I'm going yeah five mile radius is 50 bucks boom boom boom it will work it will work okay one more quick one please you didn't mention threads yeah why um threads deserves to be mentioned it's just waning users so fast that I'm SC threads and Pinterest are like on the Shelf over here I'm for it I'm just trying to make sure y'all really go to five and six even though threads keep showing up that it's doing

well Facebook's just biging it by forcing people to download the app like it's the audience is declining not right but I'm not against threads threads by the way for most of your businesses even though Pinterest would work for y'all like I like it more than Pinterest I'm by the way on the record add it but the virality in there I don't see as much and all of you going to rely on the virality um but I'm not against it at all and to be just getting the threads post from your Instagram post you could is

an easy way to just see if it's there even though it's not contextual to it plus I don't have it fully mapped and I like to speak from a place of like expertise but if you're feeling comfortable there but look Tik Tok has the most virality Chan I wasn't kidding what I said about 8 million for them Tik Tok has the most it doesn't fit everyone here good news every platform is going through the Tik Tok thing LinkedIn same thing one video I have 4,000 next one 400,000 YouTube short same [ __ ] first video

a th000 next one 250,000 so they're all about to go through it because it's the right thing for all of us it's the right for the platform it's right for us people you follow you follow them because you worked with them seven years ago you don't give a [ __ ] about their dog so like your interests matter more than who you follow