2026 Marketing Playbook: From Organic Social to Live Shopping

23:03This is important.

23:04Gary Vaynerchuk:Your categories are next. You will not be immune to this. And so whether it's influencers that do it, or whether it's other companies that figure out how to market like the influencers, this is all real. and you all know it you i literally know you know it the question is when are we going to talk about it in a way that allows us to let that conflict the way we internally score or what we're comfortable with or what we're used to thank you my question is about decision making i think in our earlier session we talked a lot about you know part of church and white's secret sauce is our kind of ability to collect the facts and act quickly okay so for you i'm just curious how you decide when to move quickly even if something's imperfect versus slowing down to really focus on building a foundation that's strong enough to sustain growth i make a subjective call no different than all of you i'm again when you're the ceo of an independent company that's not public nor has a board i'm going to be much faster because if i'm wrong the ramifications for me are just the reality of the merit of my business.

24:12So we're uncomfortably fast. I'm literally, like, I decided last summer that we're a production company now, not an agency. That just happens to media, creative, and strategy. That was implemented to 4 ,000 people globally very quickly because I'm also comfortable talking to the company a year later and be like, we're not a production company.

24:33Gary Vaynerchuk:You know, the ability to change my mind is real. We operate as an agency almost more like an operating technology system we constantly change our points of view which is incredibly difficult for my gen pop like everybody that works for me the problem is we just have no choice if we're not bringing value we will not be partners with people and so for me i don't even know what this concept of perfect already is always subjective anyway so for me i'm always going to lean towards faster because the time you do it is not subjective. Like if you do it in three months, it's three months. If you do it in nine months, it's nine months.

25:13That's not subjective. Is it perfect? That's completely subjective based on everyone here. It becomes what your risk tolerance is.

25:20Gary Vaynerchuk:It becomes what the culture, the ELT creates to make you feel safe to move 60 days sooner than you might have somewhere else or here before. That becomes a cultural thing, a scoring thing, but I make a subjective decision, always, always closer to faster. I love sports and I think business is the closest thing to sports. And in sports, speed kills and in business, speed kills. And big companies are bad at fast. Like if I'm being incredibly transparent, when you read your question and you said, our ability to gather is our advantage to move fast, I definitely like laughed inside. You know, and I'm empathetic because I know what's defined as fast here, but it's not fast at all.

26:09Hey, Gary. Top three principles for sustaining cultural relevance and social first models as you scale. What would be your advice to us? Thank you. This is definitely the most operationally important answer I'm going to give today. The number, if I bought the company tomorrow, if I was lucky enough to do that, this, and this was my opening meeting. my opening meeting on marketing principles, slide one would say, we now spend 20 % of our entire marketing budget. Not the creative side, the entire marketing budget. So literally I buy it. I'm like, what's Oxy spend again? Whatever the number is, 20%.

26:44And I'm talking about all of it. Don't carve out some weird thing and be like, oh, that's for retail media. I'm talking the whole thing. Okay? Thank you for laughing. Because you know how you guys do this bullshit. Like you hide all this stuff. I'm talking the whole P &L, CFO life, the whole P &L. 20 % of every P &L, of every brand here,

27:08Gary Vaynerchuk:now spends its money on organic social media creative production. I'm going to break this down for you. So this is creative that is made for posting on social organically. So Oxy's Facebook account, Twitter account, Instagram account. right breathes instagram youtube shorts here's why everything i talk about in marketing is booed by cmos they like can lions they like mmms they like ad age saying it's good i like business the people that like my model are cfos because when i break down this 20 percent what you will see is if you only use working media dollars to amplify creative that organically got viewed and i need to take a step back three years ago social changed forever we do not live in social media anymore we live in interest media all of you when you opened up your instagram or tiktok this morning or facebook did not get posts from your cousin or your eighth grade classmates you You've got content around things you've recently been interested in.

28:21The Olympics, politics, maybe you're skiing now, I don't know. But I know how they work. These platforms, AI algorithms, before we worry about any AI, the AI this company needs to understand is the AI that powers the seven news feeds of social networks. They are written, stick with me here. Who's a marketer in here? Raise your hands. Stick with me here. these algorithms are written for one core thing relevance they want to keep you on the platform when i open up my phone i see new york jets content i see wine content i see business content i see comic books and trading cards they want to keep me on they keep me on they make money for the first time ever the marketing media platform that we're marketing on has the same interest we have, aligned interests.

29:17We are looking for relevance to lead to consideration, to lead to purchase. These algorithms are written for relevance. When every brand here, do you know, ask me how many individual organic social media posts I think Hero should post today. Ask me. How many posts should organic Hero should organically post today? Is this across all platforms?

29:42Gary Vaynerchuk:This is a, yeah, so to break it down, to take a step back, I believe every brand here should be on seven platforms. Seven every day. Facebook, Instagram, threads, TikTok, YouTube Shorts, I'll get into that because Shorts is feeding the LLMs on Gemini. The content you make today on YouTube Shorts will protect you in 24 months to show up on agentic AI results. I could argue, this is radical, but I could argue that 20 % of your overall marketing budget on all these brands literally should only be for YouTube Shorts. That's how important showing up on Gemini when people say, what should I use for XYZ is gonna be for this business in 24 months.

30:2520%. Seven platforms, including multiple handles. So not just that, what the official thing here, but by creating more handles, because you do not need followers anymore to get views. creating more handles allows you to stop debating the bull crap you're debating in your room about is this on brand or is the color right or is this what water pick stands for it gives creativity the ability to breathe to try to win on relevance with more different consumer segmentations to get consideration and more importantly the reason the cfo will like it when you put working media dollars against creative that's been validated it works harder for you we must stop

31:06Gary Vaynerchuk:talking about efficiencies with our media agencies of record. That becomes profit centers for them and not effective marketing for us. You don't like when people buy private labels of the products you make. You claim that's worth stuff, but that's how you buy your media. You buy the lowest cost stuff, which is the worst stuff. So back to your question. I'll answer your question by telling you how many pieces of content my personal brand posted on Friday. Could you also write it down? I will. Verse, verse. Mm-hmm, I sure will. To answer your question on Mighty Patch, I posted for Gary Vee, my personal brand, 430 pieces of creative on Friday.

31:54There are brands in this room that will not post 430 pieces of creative organically this year because you treat them like a Super Bowl ad or like a print ad. You literally have four-hour meetings debating an Instagram post that's going to get 90 views. And I mean 90 views. You're going to boost it and spend media on it to say it got 150 ,000 views, but it's going to sell you no product because you're treating social like television. Working media can only be introduced

32:25Gary Vaynerchuk:once creative showed you that consumers found it relevant. and then when it is brought, this is called the middle funnel. Organic social is the middle funnel. The middle funnel has become the most important funnel in marketing while the marketing world only talks upper and lower. Let's do some TV or a campaign or some bull crap like it's 1957 and Don Draper's still around and then let's go down here and pay tax to Google and Walmart and Amazon and Meta for conversion. You were saying, break down. Oh yeah, social. Let's say short form video versus static because to your point, what has changed?

33:04Maybe.

33:05Gary Vaynerchuk:As far as creative, written word, sub stack. Sure. Pictures. Yes. Video. Seven second video, two minute video. Completely agnostic. Okay. Fidelity, agnostic. Production value, agnostic. For the first time in marketing history, we can measure creative for relevance.

33:27so to me for example at vayner we do something called premium smas social media ads that are premium literally 150 000 productions to post something organically and if it does not get views we do not put media behind it that's insane for our world you know what's more insane sitting in a boardroom and guessing on a 30 second video that is pure vanilla because you're trying to reach everyone with it, which means you're reaching no one with it, and then spending two, three, four million dollars amplifying it and betting your whole marketing campaign

33:59Gary Vaynerchuk:on a subjective call of four people. That's insane. And that's what every Fortune 500 company still does. And that is the biggest opportunity to outflank the competitive set. But that's a very different model than we all grew up with. but when we always say this internally once they see it they can't unsee it so it's what which one of these nice little signs has the ability to go there to teach the rest of the company what companies want to do is a pilot and they do it half pregnant and then when you do that that doesn't end up with the result and so a brand has to make a commitment i think the biggest mistakes big companies are making is the death of the creative aor is here to pay a company to think of ideas and make decks to then only have another company actually make the video is insanity you cannot pay someone to come up with ideas brand positioning i can do that in chat gpt for every brand here and give you basically what you probably got you you need to be in production mindset how do you make 430 pieces of content a day you have 30 40 people making content all day Perfection's out the window.

35:13You're just trying to be relevant to as many different consumer segmentations. Look at this audience right now, this diversity of gender, race, income levels, interests.

35:23Gary Vaynerchuk:How the hell are we gonna sell a lot of this product unless we're relevant to as many of you as possible? That can only be done in the model I'm telling you. When you mitigate the risk of creative by guessing and doing it classic and becoming a social creative production firm that actually makes a lot of different content to be relevant and only give the media to the things that worked you will fundamentally see your company change and that 80 that's left oh by the way the way that is effective compared to the hundred you're spending now isn't even close that's marketing and i think you all know it if you know it you know and now the question becomes how do we get such a big organization to move fast in changing hey gary i'm going to change up the vibe a little bit i think something that matters real quick yeah i hope we never leave the vibe we just were in okay that last five minutes i hope you all re-watch that seven minutes one more thousand times but go ahead how do strong organizations lead through turnover pressure and significant change while still delivering results um how do leaders drive success under pressure and business demands they maintain their integrity and humility and invest in people and career building god you're really you're there's only one reason i have a meaningful company it's everything you just said again this is where i'm deeply empathetic when you are held accountable to every 90 days when you are not fully in control there is going to be pressures that come in that are harder than what i had to deal with because I was in an insular bubble and so were most entrepreneurs until they sell or go public.

37:08My point of view, if I had the luxury of operating this, is as much elimination of fear as humanly possible. I will tell you in my company, where we went awry was all of our coddling and warm feelings created entitlement. So we stood up a term, please use it if it works for you, whoever's in HR or leadership. I'm very passionate about this. We stood up a term five years ago that changed the course of our company. It was called kind candor.

37:38Gary Vaynerchuk:So we had an issue too far left. My mom's my hero. This is all, even though I might be very passionate about my points of view, everything for me is warmth and love and kind and empathy and sympathy. I believe in emotional intelligence, especially in the AI era, even more than ever. I think kind candor, ironically, was what we needed. right and so that really allowed people to nicely communicate their subjective opinion to their partners if they were off or not i think every leader in here is number one number one requirement is to eliminate fear fear is the problem now eliminating fear that creates entitlement and passiveness around hitting the business goals can become a very substantial problem i lived it um so i think it's finding purple in a world of red and blue that i think every organization needs to find but i do think the way you eliminate fear is by creating the kind of conversation i'm trying to create right now which is like can we talk about real life for a minute and within talking about real life you might start to create a very different culture and by the way i might strategically see marketing and the business world right now different than leadership or leaders in here.

38:57So, you know, but the biggest job is to create a common sense lack of fear communication portal and then to answer your question, it has to come up with action. You know, in my company, the big watershed moment was when somebody

39:13Gary Vaynerchuk:we were working on Mondelez, we still do, and somebody was signed in to the Oreo account, but they thought they were on their account and this 25-year-old kid who got out of a meeting where in the IAT, the other agency was being very rude to them, literally tweeted out from their account, fuck 360i. The problem was it wasn't her account, it was Oreo's. Oreo called me to Midtown Manhattan that night to have a meeting. We sat down and she told me that I needed to fire that person. And I told her politely, truly politely, that I respect that, I understand, but that she's not going to be able to tell me who I fire and hire.

39:56That's my company. She can decide to not work with our company, but that's on me and her. They decided to continue with us, which is really good because now they're one of our biggest clients nine years later. But when I addressed the whole company of what happened,

40:12Gary Vaynerchuk:that was a moment where I had to decide. And by the way, for context, we were doing$8 million in revenue. We're a very small company. They were 29 % of our annual revenue. I made that decision. That became communicated internally. People knew. And that became a watershed moment where I got to stand on my business in a way that mattered to the organization. Again, I had the luxury of doing that. I can't ask everyone here to be able to do that. But these are the things I think about. Because what you're asking me is real life. You either are or you aren't. either you're eliminating fear and motivating through offense or you're doing what most of the world is doing right now which is weaponizing fear to get people to do things and that is happening on a parenting level and unfortunately it's happening on a corporate level a lot as well if a legacy cbg brand had a cut digital budget tomorrow what would you protect and what would you let go if i worked at a legacy company like this that was cutting digital out of reallocating it to traditional or just our business sucks and we needed to drop to the bottom line um yeah so typically

41:24it's i think there's a lot of variables that go into this but i do too we have so many brands we manage um the reality is like not all brands get to have like maximum budget of course um curious on your thoughts specifically on a cpg lens yeah let me give you some real life this is i'm probably sharing something i'm not supposed to but they've put it out enough mug root beer brand of pepsi I'm really into root beer fought like hell for it it was an orphan brand didn't get budget I got one million dollars from them all of it went into organic social

42:00Gary Vaynerchuk:creative creates the reach now I'm gonna say that one more time creative creates the reach now you're literally spending I know because I'm paying attention you this is not theory anymore you are spending working media dollars against potential reach not actual reach and there are brands that can outflank you by doing just creative and no working because the creative creates the reach to answer your question the last thing i would protect at all costs number one over any other tactic in the world is organic social creative production to put out for free on social networks. You're all paying attention.

42:45Gary Vaynerchuk:You guys know that Walgreens has a private label gummy called Nice that one video on TikTok sold out the product nationally and bags were selling for twice the price on eBay. That was a single organic TikTok with no working media that sold out a candy in every Walgreens in the country and there was so much demand that it was sold as a secondary item on eBay. You also know that Chili's, 60 % of their Q3 revenue last year came from an organic social media post of a woman doing a triple cheese quesadilla or something. I have hundreds of examples of an organic piece of social media content massively driving sales on amazon.com, walmart.com, and off steel shelves.

43:35You have none with television commercials.

43:40Gary Vaynerchuk:Do you know the difference of cost of a$9 TikTok post versus a full-pledge campaign television matching luggage on digital and POS strategy? This is the punchline. I'm comfortable converting 100 % of your marketing budget into organic social production, and I believe your business would be up. That's where I'm at. And that's not because I want it to be that. That's because something changed four years ago of my beloved social media. It still has the attention. It has actually more than it did four years ago. We went to interest media where creative can now get unlimited reach if it's actually relevant.

44:19Gary Vaynerchuk:Whether it's relevant in the way that you wanted it to be relevant for Arm & Hammer or Oxy in the boardroom is a different story. You will lose if you uphold a brand positioning that was made up by three humans to stop you from making content that's relevant to consumers. That is your vulnerability. And by the way, on the record, so there's no confusion, I believe in brand over everything. I just believe in the way that we try to measure brand in corporate America is incredibly flawed. So what would I say? Protect the organic, social, creative budget at all costs. And I'm an e-commerce kid. I'm talking about sales.

45:01Obviously, I want you to have working media to amplify the winners because then you really cook with gas. But that's what I would protect. and I would tell you the biggest thing is you do not have anywhere close to enough money allocated for that. We will literally pay a PR company, a retainer, to put out press releases faster than we'll fund organic social production properly in 2026.

45:28All right, we got 10 minutes left. John? Change to something a little bit different. You've talked quite a bit lately about physical collectibles. Yes. I think that's something that our brands have not considered across a lot of them. So curious your thoughts on how a brand should think about a physical collectible strategy in 2026. Man, I'm really excited you asked this. So this is probably, might have probably been the answer I should have made for 24 months from now. Here's a good one. I believe in five years, most companies that look like this will have a collectible marketing division the way they have a sports marketing division, if they have one.

46:01I know the brands here may not be as conducive for that than other portfolios. Collectibles drive incredible amount of trial and sampling. It is stunning what's going on between Pokemon, Libubu, vintage clothing in the female space,

46:19Gary Vaynerchuk:handbags, shoes, watches, sneakers, comic books, trading cards. I mean, it is very clear to me what's happening. As the world goes more digital, there's the emergence of what's needed in the analog. Collectible creates communities. People are lonely. Go to Comic-Con, go to a trade show, go to a vintage clothing pop-up right now. People are swarming because it creates a sense of community. I believe that if you added collectible stickers, coins, little things, you look at what's going on. It's all about execution, right? There's a ton going on right now where people are renting IP from Marvel or other places.

46:56Gary Vaynerchuk:is they slap it on the box and they think that's it. It's not it. You need to have real thoughtfulness of like, you know, the golden ticket of it all, the rarity scales of it. There's a lot of collectible strategy that needs to put in. But when I look at these incredible brands around me, I know that this room doesn't naturally feel conducive, that it's a perfect match the way maybe an Oreo cookie or something like that is. But to me, if you told me which consumer was buying it, if you had clean enough data, standing up what collectible to put on the packaging inside the packaging co-packaging would be very easy to understand and i will tell you because you're right i have been talking about it publicly it's shocking to me how much of the inbound i'm getting is from bettenville and minnesota from sam's club and costco they already see it and you know and you know your retailers have the advantage over you because they're closer to the consumer so yeah it's something definitely worth debating.

47:50Gary Vaynerchuk:Trojan? You put a collectible in with a condom, those dudes will fucking buy.

47:59Gary Vaynerchuk:For sure. They're the demo. That's exactly right, actually. Now I'm like, this is literally, I'm flying to Toronto now for, I'm on the board of Spin Master, a toy company, public toy company, and like literally I can already tell, I just knew, I'm like, oh man, I'm going to think about the Trojan collectible the whole flight. Let the ELT submit questions before. So opportunity. ELT, you want any of this? If anybody has. You have a sense of what the company is. You know, we fight against giants every day. And you're right, we're not fast. Relative to the giants, we're faster than they are. Right?

48:33Everything in life's relative, right? I would love you to go a little bit deeper on some practical next steps for the group on going from idea to implementation on, hey, guys, on Thursday, go move 20 % of your marketing into social creative content, and here are the two or three brands I'd start with. By show of hands, and please do not appease me, because I do not think ever, actually, that I'm right. I'm just trying to react to what I'm seeing. How many people here are buyers

49:07Gary Vaynerchuk:of the social creative production being 20 % of your marketing budget? Raise your hands. Raise them high. Raise them. Stand up, actually. Please. No, I mean it. Stand up, please. If you really believe it. Don't if you don't, or you may not know. It's all fine. Okay. Sir, the entire company believes it. You can all sit. So here's where I'm passionate. I actually don't think it's on them. It's either on you, the CFO, the CMO. Like, I don't know who, I don't know. Every company's got a little bit of a different triangle of, like, who controls the reporting. But this is all about bonuses. this is all about scoring this is all about promotions if this whole company believes it well then it should be done tomorrow i'm empathetic to y 'all and to them somebody has to make a decision that we no longer grade success based on some bullshit brand health study some antiquated mmm or mma some media efficiency kpi somebody's gonna have to make that call my intuition is it's more likely going to happen here than them so i the practical step is and i'm going to break it down and by the way you know i said yes to this for a reason and thank you so much for the invite my dear you working makes me happy by the way we don't do rfps or rfis but we do something called capes is consulting and we do it purely out of karma while recognizing it leads to opportunity.

50:42Gary Vaynerchuk:Kaylin, my chief business officer in the corner, we're flying to Toronto to work a little bit. Like happy to do a follow-up with anybody that wants to sit through one or a bunch of people to save us some efficiency. No expectations of business on the other side. We want to keep showing the details. To your point, there's a three-hour meeting underneath here that shows the details. But if there's this much intuition that this is the right way, I think it creates a leadership offsite, a mix of leaders and people in the trenches of like okay if gary's talk was right if we actually believe in this if we're not just pandering to him or ourselves what needs to become true here are the things that i know because we've gone through a lot of digital and marketing and operational transformation one you have to make a commitment to stop paying creative aors to come up with ideas and decks that has to happen right away two you have to measure marketing this is very radical on business results.

51:40Gary Vaynerchuk:The reason you'll be able to do that is when you do back to more direct, like black and white, if you actually spend the kind of money I'm talking about in creative social, when something gets a lot of great views, when you bring it to the lower funnel and put working media against it, against performance, everybody in the performance and commerce team is gonna tell you it's working. The thing that has been stunning to Fanatics, Chase, some of our most quant customers is they have MIT kids and A-B testing frameworks that they think they're ironclad. And then we have one piece of organic social get three million views.

52:11We refurbish it a little bit for performance and send it down. And it out-CACs and ROASs their best practices and they're baffled. See, the art marketing kids in this room, OGs, they kind of know

52:26Gary Vaynerchuk:that coming up with a campaign is flawed. It's obvious. the math kids in here are the ones that are baffled by this model because what they haven't realized is the ai algorithms will never be beaten by your best ab testing protocol that you've created that protocol you created from facebook seven years ago is no longer real plus for all of us as marketers and business people we're building much more brand when we're doing it this way than just performance. So I think it's, there's a couple things here. I don't know who the media agency of record is. That's a big conversation as a principle because they now have to supply media in real time, hands on keyboards every day at scale that they're not accustomed to.

53:12Gary Vaynerchuk:They like, with all due respect, a good, you know, upfront or I mean, just a very archaic system to what's going on. all media should be post-game, hands on keyboards at scale, very different model. I'm empathetic, so that structure needs to be attacked. To their being empathetic to the media agency, what they're being rewarded on, and their variable comp can no longer be efficiency. It needs to be effectiveness. There's some things. But there are things that I think people understand here, and definitely because you've made some really smart M &A moves, and because you are a little bit deeper in e-com, like you've got the elements to get there.

53:54Gary Vaynerchuk:I think it takes courage to pick one to three of the brands and just do it. But in a world if it's true that 80 % of the people actually believe in it, well we're clearly aligned religiously because I promise you when I did this seven years ago I got three people that stood up and they were texting me after saying, am I looking for any new employees? So if we're really here, now it's corporate inertia. and I think you can at least from watching this incredible company from afar, especially with the new energy I feel like it's something that's winnable it just has, the convo has to be had yes for a person like you who's been so in on the early trends right from Tumblr to even you know, I am surprised you're speaking to threads right, and that can be a different conversation what has been your hypothesis in the last two to four years that you believed passionately and then you disproved it because one learning we know as disruptors is we want to be radically convinced about something.

54:54At the same time, new data that tells us something different, we should be able to pivot.

54:58Gary Vaynerchuk:12 months ago, if I was here, I would have told you when something does incredibly well organically and has 3 million views, right, for Hero on something, that you would then take that video as a brand team and a digital team and you would analyze the quantum qual and you would use that as the brief to the campaign that you should make. We call that SIC, socially informed campaigns. It was what our company was built on last year's growth. I completely disagree with it now. When a piece of content gets 3 million views on Arm & Hammer or Waterpik, that video becomes the commercial you run on connected TV with black lines on the left and right and everything in between because what we were doing was we were winning in social and creating the, and we had a better brief.

55:47Gary Vaynerchuk:Our brief was better. It was better than a strategist coming up with something randomly that they read on Reddit. But once you looked at the creative, you still were getting strategists and creatives and brand people to make a subjective call on something that was similar-ish. But I kind of just had this aha analyzing the data because I get to sit on top of $3 billion in media spent. Like all we measure is results. Oh, I didn't say this for the ALT and everybody else. The reason I started the marketing firm was to build a private equity firm to buy orphan brands from Fortune 500 companies. So the whole machine was reverse engineered for the business results, not for the agency EBITDA.

56:24Gary Vaynerchuk:Continues to be that way. So I kept analyzing the results and I was like, and I would see things like Gillette, which we work on, like the creative from social as TVC was outperforming even their best performing TVC that we created after Gray did it for 12 years. It just became obvious to me. I'm like, oh, wow. our own philosophy that we just created that's so contemporary is wrong so now when we make social media organic posts we may make a minute 30 we may make you know 29 second 15 seconds you make all sorts of numbers but we're always thinking about making a 15 and 30 version of it just in case it organically crushes to make it more feasible to go up the funnel let me say something else about media spend this company should be spending an ungodly amount of money on working media on Amazon Prime against first party data of people buying on Amazon competitive products to you.

57:21Gary Vaynerchuk:That's a high cost CPM that normally doesn't get spent because it's not the framework. But think about that. You were buying on Amazon Prime where a lot of TV is now being consumed, especially with all the sports they have with basketball and football. And you were only targeting people that are buying things that you're competing with. If you then put creative that actually got a million or 500 ,000 or 300 ,000 views and you know it's relevant and you put it in there, you will be flabbergasted by your growth. We know this because I have unlimited examples of it. So that's the scoop. That was the biggest, that's the most recent change.

57:58I know I didn't

57:59Gary Vaynerchuk:get to touch on it, but please have an offsite or create a little crew to really investigate live social shopping, I cannot tell you how much I believe you can double water pics business on TikTok shop through affiliate and QVC-like content. And then you clip the live shopping show for pieces of content for social. And then when it does well organically, you spend media against it. It will blow your mind. You're basically turning a live shopping day that creates sales into the production day for more effective creative. And if you build this mid funnel framework, you will crush that product especially.

58:34Gary Vaynerchuk:Thank you for having me. Everybody, if you enjoyed this podcast, please go back and look at the prior episodes. They're loaded. I appreciate your attention and thanks for being part of this journey. See you later.