GaryVee: The Social Media Blueprint to Grow Your Business and Brand | Marketing | YAPLive

26:24And so, Carrie, you don't get it. I miss my kids. I'm like, go see your kids. People are not accountable. People like to posture for optics, but have a different reality. you know so because if you actually mean it you would do it yeah yeah be honest about it you know be honest about your priorities yeah i think people just are are getting really good at like looking for um pity yeah like like i'm gonna struggle to cry for someone who is actively fully in control as an entrepreneur who's crying about it and now someone's gonna be listening and say, but I have a job and I'm stuck. No, you're not.

27:09You could sell your home. You could pay rent at a smaller apartment. You could sell your car and take public transportation. Many people did for many generations. We've just gotten so entitled and are looking for easy. Do you know how many people complain about money and buy Starbucks? So many. And take Ubers and go to Coachella. Like if you're complaining about money, save it. Yeah. Well, let's move on to some of the marketing and tech stuff. I want to talk about your day trading attention new bucks. So you've been on the cusp and the cutting edge of a lot of things. You were on the internet doing e-commerce before it was hot with Wine Library.

27:49You were one of the first pioneers on YouTube. So how can you tell when things are going to get hot? You know how there's like good A &Rs in music? Like how'd you know Lady Gaga was going to be big, whoever discovered her. He or she just had a knack for it. Usually that knack is because you know how people are going to feel. So I have a very good feeling of what the general public likes and doesn't like. But also, I put in the work, back to what we were talking about earlier. When I jumped on YouTube in February of 2006 and went all in, And I spent most of the summer of 05 reading TechCrunch every blog post.

28:28And they would write about the new startups. If I hadn't put in that work, I would have clicked on the articles that led me there. If I didn't work 15 hours a day building winelibrary.com, sitting next to Eric Kastner, my developer, who probably was the one that said, read this TechCrunch article. Because three years earlier, I asked him, can I put wine videos on the website? How much would that cost? And after he told me like a billion dollars to host him because it was old back then, he was like, you're probably going to like this because it's free. I'm like, it's free? You know, and so I'm good at human psychology.

29:01I'll give you a real interesting one that you might find interesting. You're such a young buck. But back in 2007, when I was yelling about Twitter, almost everyone would say to me, this is so stupid. Who cares that you're walking the dog? Who cares if you're eating pizza? and my answer was everyone. And people were like brain fucked with that. They're like, what do you mean? Now that must seem mundane to all you youngsters. Everybody shares everything about everything. Back then nobody shared anything about anything. So I think human psychology helps me, right? Like why did I understand musically?

29:40Because I understood that it was putting in front of, when it was only 14 year old girls, it was still putting in content in front of them based on content they liked, not based on following someone. I saw that in Tumblr when I was an early investor in Tumblr and I knew why Tumblr was winning. It wasn't the social graph, people. It was the interest graph. What are you into? Yeah. And I always thought that was more powerful because like Dustin and I could have been best friends in junior high, but then by high school, if our interests changed, right? We all lived through junior high and high school, high school and college, college and post-life.

30:11We all saw, you know, one or two or three people stay forever. A lot of times it's just because they've been there for so long and you just got war stories together. It's not even like you are into the same shit anymore. But the natural human flight is you do change friends based on interest, times in life, things, right? And so that made more sense to me. So it's the skill of human psychology. It's the putting in the work. Like I, I wake up in the morning and I look at the app store and then I play with things. If I think Reclip is interesting, I download and play with it. Yeah. And right now the only ones that are playing with Reclip are Gen Alpha.

30:44It's like me? I mean, nine-year-olds. And so I put in the work. I stay curious. I watch. And then there's always moments where there's a tipping point. And I've been pretty good. Dustin's filming me in the back. For all the people that really follow me, obviously, DRock is doing his own thing. And I always have different people filming. Dustin's now really been locked in with me for a little while. And he's been here five, six. So he's now seen a cycle. And here's what I mean where I'm about to go next if we're getting very marketing nerdy. He was here when Be Real was starting to get hot. He was in the meetings filming me when I was like, I think it's a feature.

31:19Like now it's not him reading about it. Now it's not the kids, everyone who's listening right now on podcasts, like me talking. No, no, he lived it. So he can see that like there is a skill set to being good at it, not just throwing against the wall and see what sticks. And so, you know, I'm excited about this skill. I focus on it very heavily. For example, the cliche question people ask me all the time is like, okay, so what's next? I'm like, I don't know. But the second I see it, I go all in. I taste it. and whether that was Vine, where it did mean something, but then it sold quickly, or it was Social Cam, or Vero, or all these other things.

31:51Peach was a big one for a week. Back in 2014, I'm very focused on paying attention, putting in the work, saying maybe. You know what fucks everyone up? Why? I say no. TikTok, no. And I always say maybe. Yeah. With a hope to yes. I say maybe with a hope to yes in a world of people that say no. Yeah, because you want to make sure you capitalize on it while there's still underpriced attention, like you say in your book, right? That's right. The thing that many people will definitely understand right now that are listening is if you did move on TikTok when I was yelling about it every day six years ago, that would have been good.

32:32And now that I think people have gone through a cycle, because I was big enough at that time, unlike 10 years earlier, that enough people heard that. Enough people didn't go, you know why? Insecurity. Everybody that could and go crush it was on Instagram. and they didn't want to start over. Well, I got a million followers on Instagram. I have zero on TikTok. And people got caught. Yeah. So talk to us about the supply and demand curve that happens on social platforms. At first, if they're meant to be big, the ones we all know, there's so much attention there, but there's less content creators. And so anybody that's posting is going to get more of the percentage of the attention.

33:07As it becomes normalized, it gets harder to go viral or get as many people to see it. And then at some point, it becomes really challenging, kind of like the thing everyone's dealing with on Instagram right now. Because so much attention got deviated to TikTok. Not that anybody on TikTok is only on TikTok and not on Instagram. Obviously, the very young may be that way. But most people are on both. It's just that pre-TikTok, it was four hours on Instagram for that person instead of two, because two is now on TikTok. The problem is, at the same time that that went down from an attention standpoint, the amount of content that's being posted on Instagram is through the roof.

33:40So yesterday, more content on Instagram than any day prior in Instagram's history. Yet the attention is now fragmented between YouTube shorts, TikTok, by the way, streaming services, by the way, Twitch, by the way. And so what ends up happening is there's only 24 hours a day. There's only so much attention, but there's more and more supply of content. So you have to know how to day trade it. Like a stock, somebody who day trades stocks, You're buying in nanoseconds, whether it is the actual social media platform, buying ads on the platform, the influencers on the platform to do deals with or anything else in between.

34:19And across all these platforms from LinkedIn to Pinterest to Snapchat to YouTube to YouTube shorts to Facebook to Reels to Instagram. And then the units inside. Do you post carousel? Do you post a video? Do you do a reel? Do you do a long form picture? Do you do a lot of copy? do you do no copy do you do emoji what time do you post like this is fucking science yep and like talent like if you're remarkably beautiful that will probably work if you're remarkably funny that'll probably work but for the most people like being good at it is the point of this book i really like this is the most textbook that i've ever written like i'm going going there yeah uh And, you know, I'm very proud of how well I've played all of the instruments.

35:03And I just want to try to help people get better at it. Yeah. Because it is the game. Yeah. I loved your book, by the way. I thought it was, you guys gave me an advanced copy and I read it and it was great. Can I, can I, can I reverse this on you for a second? Sure. So you might be the first person I'm really, or maybe the second, but I didn't get to ask them. Like, so obviously because of your success and your knowledge and your strengths, I kind of wrote this book for someone like you. Like this isn't a, you weren't going to read this book and be like, oh, this is like, of course, like I was, I'm curious what parts or what things or what hit for you.

35:35Well, it solidified things for me. So for example, I'm one of the biggest LinkedIn marketing experts. I teach like a two-day class. It's the most popular class. And I'm always, I can hack the algorithm. And that's why people hire me. So one of the things that's happening this year is that they're prioritizing interest relevancy over engagement probability. It used to be that you would post something motivational, something inspirational. If people shared it, you'd go viral. Now it's all about posting a specific topic, educating people, and then LinkedIn will match users based on the things they like.

36:04The interest graph. So I actually wanted you to, can you go super deep on the interest graph? Because I feel like this is the major trend happening with all social media sites. And that's what I, from your book, I was like, oh, he's right on the money. This is, yeah. This was, I told my brother that I thought Tumblr was going to be bigger than Facebook and Twitter. I'll never forget. and I called them after I invested. I said, I got the biggest one. I went Twitter, Facebook, Tumblr in my investing. Those are the first three companies I invested in, in my life, out of a liquor store in New Jersey.

36:33It's like funny. It's like, I'm like, you can see I'm laughing at my, it's so improbable. Like I don't even, because it's my life, I don't even think, like it's absurd. Comma, I thought Tumblr was going to be the biggest because of this conversation. It just took 15 years for it to happen. Again, everybody, social media for the first decade plus was very simple. It was like email marketing. You would get as many people to follow you as possible and then you would post and a percentage of those people would see it. That was the game. And that was easy for me to figure out because I did email marketing in 97, 98, 99 when that was like new and I was a big winner in that game.

37:08That was underpriced attention. I was competing against liquor stores that were making catalogs, but I was getting to the customer for free instead of how much a catalog costs and getting to them faster. It was huge. It was foundational. So I saw the same thing in social. So I'm asked big followings. That was the focus. TikTokification of social media, like I talk about in the book, that interest graphic algorithm is now going to eat up everything because it's better. It keeps you on the platform longer. Let's use common sense. You go to your Facebook. You're now 27. You went on Facebook at 18.

37:40The people you followed are people you met like one night hooking up or at a random party or whatever. And now you're seeing posts of them like them in Ohio with their aunt. And you're like, I don't give a fuck. but just like email we don't unsubscribe from our fucking list we just delete it or archive it or like we don't put in the work to clean up our shit so you kept seeing shit you didn't give a fuck about which made you not spend four hours on it it made you spend 14 minutes on your feed yeah then you go to tiktok and you're seeing unlimited shit that you fuck with and four hours later you're like what the fuck just happened yeah that's good for tiktok that was bad for facebook now all of them are going to be like tiktok and every social network is going to have the For You page DNA in them for quite a while now, maybe forever because it's more humanly true.

38:25That's what I focus on. And that's why focus on your niche is about to fuck up everyone. You're going to need to talk about more things than ever that are true to you because you're going to need that content to find more different audiences for you to be as big as you want to be. I was going to ask you, does that mean riches are in the niches now because of the interest graph but to your point if you've got multiple topics it's an and game got it think about how weird i am the reason i know everybody from afar especially in the game you're in are like what like garage sale videos then i mean my grid has been fucked up for 12 years and i was like make a good grid it's got to be on brand i'm like you fucking have no idea what you're talking about the grid is like five percent of the consumption the feed is the whole game So you go to my fucking thing, you're like, who is this?

39:14Jets video, garage sale, keynote, board meeting, V friends, what the fuck is that? Like people are like, what? Like I'm confusing the shit out of people because I don't care about the grid. I care about being as relevant to as many different people as humanly possible. So it's really just about posting one post and that could go viral to different people. Well, I'm so glad you just said that. I was about to jump in earlier. Another thing. 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. Going viral is hitting a grand slam. Do you know anything about baseball?

39:51A little. I know enough. Enough to be dangerous. Yeah. You know what a strikeout is? Yes. Good. Most posts are a strikeout. Okay. Right? Doesn't do what you want it to do. I'm in the business of singles and doubles and triples with the occasional home run and grand slam, but could give a shit about hitting a grand slam. Or if you don't follow baseball, everyone, 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.

40:26And 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. So you're more about posting as much as you can. hopefully they all do pretty good and posting as much as you can is also based on self-awareness of like i start with like do i have something to say that could bring someone value again i need everybody to hear this that comes in all shapes and sizes i mean this if you're funny and you do a skit like king batch that's value you made somebody smile and it's a fucked up world out there and the feeds are fucking negative and media is negative and like that little ha ha ha if you're attractive like people like looking at attractive people if you know something about LinkedIn.

41:08That's valuable to the people that want LinkedIn. Like we all have value. If you know something about BMX or wine or sneaker, like value, value, value. I think people have niched themselves in a corner. What happens if you know a lot about sneakers and you know a lot about bourbon? Post both. But I don't want to find the algorithm. And then people are super insecure. They almost never post because they don't think it's going to do well as if that means anything. Yeah. Like, okay, you normally get 5 ,000 views on your video, and this one got 49. What is, okay. Yeah, who cares? Like, what is the matter with this?

41:43Right? Yeah. Like, I mean, seriously, we're just, like, it's like we're treating our lives and social media like we're still in junior high.

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45:55Terms apply. Money movement services are provided by Intuit Payments Incorporated, licensed as a money transmitter by the New York State Department of Financial Services. Speaking of niches, let's 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 piece of content that I'm going to make is going to hit 45 to 55-year-old first-time moms on the coasts.

46:32More 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 within sneaker content there's people of high net worth like myself who can afford bougie fucking you know nike air force one collaborations there's other people who just like really like New Balance. Like there's the Reebok movement that I'm getting into as well. Like there's a lot going on.

47:10Crocs, 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 piece of content 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. Use their slang and however they talk. 100%. It's called relevance, everyone.

47:47If you're not relevant to someone, the second I make a long tail barstool joke, every barstool dude is like, fuck, yeah. It's not super complicated. 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 fuck people up with, like, because I've been so consistent and growing and all this stuff. But then like, sometimes I'll be like, but Gary, you say the same shit. 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's the game.

48:25So cohorts, these are consumer segmentations In old television talk, it was, we're trying to reach the 18 to 35-year-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 at a point in their lives where they realize an 18-year-old person and a 32-year-old person are very different. So like, but that was television. You didn't have the internet. Now that we have the internet, like, everybody who's listening should be posting on Facebook. It's huge still. I'm getting 25, 30-year-old audience on Facebook. Now, they're on there like once in a blue moon compared to whatever, but like you should be relevant to Facebook audience.

49:03You should be relevant to TikTok audience. Snapchat's culture is slightly different than TikTok. 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 work with, the biggest brands in the world, they like to talk about like consumer segmentations, but they have one. They're like, we're gonna sell this beer to health-seeking enthusiasts. They make it fucking broad as shit. Because they're gonna make just a super, they're gonna make 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.

49:47Do you see what they're doing? What I'm saying is if you want that beer to be relevant to a lot of people, you need to go deeper in that. And it needs to be like yoga moms, young yoga moms, In Kansas City, you're going to make a very different piece of fucking Facebook content or Instagram content than if you say professional moms in New York City who are having their first child at 40 and fuck with yoga. Can you imagine how different those two pieces got to be? Yeah, very different. Well, that's called fucking cohorts with teeth. Love it. And so that was your first variable of your modern advertising framework, also the day trading attention framework.

50:23And then you lead into something called PAC, platforms and computers. Tech is huge. Platforms and culture. If you take anything out of this interview and you want to crush social, obsess with platforms and culture. Platforms are, what are the platforms currently doing that they give a shit 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 the trends of the consumers on the platforms are people like skits, that's a platform and culture thing because you gotta always know what's going on in culture.

50:59Culture is pop culture. Do you know that baggy pants are back? Like, cause tight jeans were fucking crushing seven years ago, right? Do you know that Crocs came back five years ago? Because six years ago, they were Dork Bill USA, but 20 years ago, they were killing it. Do you know what's going on with Aiden Ross and Sexy Red's controversy or don't you? Do you know? Like, 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 under, 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 media obsession or that the Walgreens private label, nice mango gummies are hot with Gen Alpha for a week.

51:51But if you're in the fucking 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 like you know like there's people that literally I had a friend literally because I'm 48 now so most of my friends are fucking finished and what I mean by that is like deep pop culture I literally had a friend six months ago text me yo have you heard of this guy bad Bunny I'm like what the fuck I'm like dude please don't text anybody that like you know what I mean I literally took a screenshot of me DMing Bad Bunny in 2017 for him I'm like yes I've heard like you know razzing him of like he's finished he's a fucking suburban dad like do you know or don't you know yeah so culture matters heavy for content because we're gonna have to be better than everybody else and if you can interstitial pop culture you will win like do you know it's a lavender latte at Starbucks for the season.

52:50You can back through. I like that. See, like, but notice what just happened. She like shook her head because that one hit for her. Whereas sexy red and Aiden, like, you know, like, so imagine if I want both of them to give a shit about me, I've got to do both those things because I've got one second in feed for them to give a fuck. Yeah. Platforms and culture. To me, that's very point in time, right? They're always changing. You've got to know what features are hot on the platform. You've got to know the algorithm, them, right? You've got to know what's hot. Then you have strategic organic content.

53:22And to me, that's more about understanding human behavior. Strategic organic content is the content that follows the PAC framework in my mind. If you know those two things, then you make according to that, that is the outcome. That is the content. I'll give you an example. It sounds like I haven't dug under the hood, but I will after this interview that you're doing real work in LinkedIn. So that means most likely that you want on the P part, the platform. I know that because I also heard you talk about what the platform's doing. If you knew more about, this is how you get way better. This is how I get way better every day.

53:57In the PAC framework, you could get to a place pretty quickly, six months, where you really know how the platform works. You've clearly done that on LinkedIn. What is really cool for you to go to the stratosphere is if you actually knew what was in pop culture talk for literally SaaS salesmen. For literally, I know this is going to resonate with you. Like if you knew the fucking slang and the shit that every Fortune 500 CFO cared about, or every late stage VC CIO, now you're fucking cooking. Got it? Because now it's not just, you know that this kind of content will work. Now you know even what the video or picture needs to do.

54:40Got it? That's PAC. And then what we call SOC, strategic organic content, is the framework. The reason I created SOC and we run it heavy here at Vayner is organic content, meaning posting without media behind it or amplifying it, is now the single most important thing in marketing in the world. It's the game. If I needed to put the S in front of it, because by making it strategic, I'm trying to make sure that everybody in my company and all my clients and anybody around me realizes I need you to think about this. That's what we've been talking about for the last 10 minutes. There's a lot of people listening right now that I can feel them right now as they're walking the dog on the treadmill.

55:19I can feel them saying, ooh, there's a lot to this. It isn't just like, no wonder my videos are not doing that. You know, there's something to this. That's how I think about this. Yeah. So I want to dig in on strategic organic content. So one of the things I want to write my first book on is human behavior online. Because I feel like if you understand human behavior, even if algorithms are changing, certain things don't change. You always want to see a face. You always want to have a hook. Everybody wants things shorter and skimmable, right? So there's always things. That last one, the first two I liked a lot.

55:52The last one's an interesting one for me. I guess it depends on the platform and what the purpose is, right? You'd be shocked. I mean, I promise you, we'll clip this in the future. there's gonna be seven minute videos on TikTok that crush in three years, crush. The thing that, this goes back to a big thesis in the book. If it's good, you can do anything. If it is a wildly compelling 19 minute video, you can crush on Instagram, though it is very unlikely to be good enough to be able to do that, right? So I just, the reason I jumped in is you're not wrong. I just wanted to add a curve ball to everybody listening.

56:30It's not universal just because you make people make unlimited seven second videos that people stop watching after a half a second because it's a shitty seven second video. And there's also incredible amounts of outliers, if you pay very close attention, of longer form video in social, a minute, two minute, three minute, four minute that have a lot of validity. And honestly, for a lot of people listening, they might have just heard something that got them excited because in their gut, they're like, you know what? I really can make epic four minute videos. I guess TikTok's not for me. but it is.

57:01There's a reason these platforms, back to P, have extended the length of their video time. There's a reason. So 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 you dunked on your little sister in the basketball over him in your room and it has 3 million followers on TikTok 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.

57:39Google, how do I run ads on TikTok? Chat GPT, how do I run ads on TikTok? 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. Because the world has shown you that it's good. You're not guessing. You didn't dunk on your sister and then spend$40 up front. This is how all advertising work, as you know. We guess. Now we can live in a world where we can do it post-spend media, not pre-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.

58:19Think about it. It's like working out. If you see something's working and your physique is looking at me, why would you stop and try to do something else and hope it works? You've 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. So where does storytelling fit in with all of this? Like oxygen. Storytelling is omni. I don't even, as you know, it's not something I really touched on a whole lot because it's oxygen.

58:49Life is storytelling. Everything's a story. I don't want to get super philosophical here, but everything, every person in the world, all 8 billion of us, everything we believe in is a story. All of it. Amazing. It's the whole game. The reason I don't really go into like storytelling all that much is like my book on storytelling would be literally one page. It's everything. The end. meaning like like the reason you believe in anything you believe in is because you bought the story yeah so i think a good way to round this out would be to get a full example of somebody using the modern advertising framework if you can just think of an example and walk folks through mr beast sure let me make it easy and lazy for everyone be perfect at one of the greatest platforms with attention thumbnail for a second every beat of three or four minutes or whatever the science is there, copywriting, what time to post, language translation, crush, be consistent, eat shit for years to figure it out, then explode, then use that attention as a platform to build a absolute media empire and CPG empire, right?

1:00:03And notice what he does. He goes and tests Twitter, right? I'm hearing Twitter is going to give me a trillion views. Like he's, you know, I've never really fully crushed YouTube because there's a lot of post-production and I'm not live in that life um but we've had better years than and worse years but that was a commitment um i mean there's really i mean king batch i mentioned him but like you know vine comes out bring value you can be funny make skits it was underpriced attention him and jerome jar and logan paul and all those characters you know rudy moncuso like they're like literally in fucking like i mean is anybody paying attention who's in these movies they were from vine right they stole they stole i almost had stole.

1:00:44They didn't. They operated as a great marketer on that attention. They built. I was there, so I'll tell you what they did. They took all that attention from Vine and most of them put it on Snap and became big Snap story people. And then boom, TikTok and Instagram kind of went to short form video and they took it over there and then to YouTube and then to television and then to film, right? And it works hand in hand. Clicks, the video game player, like, and all these streamers i mean streaming is such an opportunity like kai sanet and like aiden and and clicks and buga and like all these you know like just there's really unlimited opportunities uh poppy soda prime energy drink um ocean spray i spoke about they didn't even do it opening of my book a random guy is drinking a fucking ocean spray listening with fleetwood mac music in the background going down his skateboard longboard.

1:01:45It goes viral on TikTok and it sells out of Ocean Spray around the country. Like, you know, these are like, this is marketing now. The era of television commercials is over outside of the Super Bowl, where it's very important. And I recommend anybody who's listening, who's a Fortune 50, Fortune 500 company to deeply consider the Super Bowl because it's very underpriced attention. I can run every wheel and cranny that I have and I can't spend$8 million to get 150 million Americans to watch a full 30 second video. Are you fucking kidding me? But Super Bowl does. People watch those Super Bowl commercials.

1:02:20The problem is if the video is not good, you've lost, right? Yeah. But outside, we no longer live in a television commercial world. We now live in a social media advertising world and everything starts there. And then you can do marketing campaigns and billboard. Everybody's billboards, every big company's billboards should be imagery that was already proven out to be successful on social. That's a very different world for everybody who doesn't come from marketing. It's the reverse. Yeah. So a short question before we close this out. In terms of entrepreneurs and your marketing advertising framework, your day trading attention, how can they use this to compete with the big dogs, the Fortune 500 companies?

1:03:01It's the first time we can. You know, because for the first time ever, the creative is the variable of the reach. And that's marketing jargon. So let me say it again. For the first time ever, how good your picture or video is can lead to millions of people seeing it that never existed before. In the history of time, you'd have to be on television or on the biggest magazine or newspaper to ever get a million people in America or the world to know anything. And you'd have to spend millions of dollars for that. Now, every day, we all know, every day that happens to somebody. Now, what we've also learned is just because you go viral once, doesn't mean you're going to be a billionaire.

1:03:37It usually means that you're going to have this moment that you refer to your whole life and you're actually actually be sad six months later because you weren't able to capitalize it. That goes into being a real entrepreneur. But for the first time ever, entrepreneurs, you have a fighting chance. Ember Chamberlain's coffee can compete with Folgers. Charlie D 'Amelio's popcorn can compete. Logan Paul and KSI's energy drink is really competing. Mr. Beast's chocolate is really competing. And they're the preview, not the anomaly. I started a wine brand and sold it to Constellation for tens and tens of millions of dollars because I made organic content on the internet about wine and then started a wine brand.

1:04:16That will be a very normal occurrence for a long time. Well, Gary, this has been amazing. This has been a masterclass in day trading attention and social media marketing. So I end my show with two questions. I ask all my guests, what is one actionable thing our young and profiters can do today to become more profitable tomorrow? The number one thing they can do is to be honest with themselves. Every single person, stop this podcast right now, go to the mirror and literally actually tell yourself, what are you actually good at? Not what would you wish you were good at? What are you actually good at?

1:04:51If you're asking me, I'm answering your question literally, how to be more profitable is completely and utterly based on self-awareness of what you're good at and or what you like. And most people lie to themselves because they hope instead of their being real with themselves. And what is your secret to profiting in life? And this can go beyond business and money. By giving more than you're taking. Amazing. I believe the number one reason, I think we might have just touched on it. I talked about it yesterday and something I was doing. The reason most people struggle on growing in social and in life is when they post on social and when they act in life, they worry about what's in it for them.

1:05:31I'm looking to go viral. I want to get followers. I want to sell something. If you think about your audience instead of you, the things you want will come to you. Amazing. Well, you're really easy to find. So where can everybody go find you? I'm Gary VEE everywhere. So that should be it. Amazing. I'll put all the links in the show notes Gary, thank you so much for joining us on Young and Profiting Podcast. Thank you so much. Yap gang, this conversation lit a fire in me and I hope it did the same for you. This interview was an absolute dream come true for me. Sitting down with the Gary Vee in person at his office was totally surreal and it was an unforgettable moment for me.

1:06:09I'm doing more of these in-person interviews and this one reminded me why I started Yap in the first place. Gary Vee is the reason I became a podcaster. He's the reason I built my personal brand on LinkedIn. He inspired me to do so much of my journey and meeting him did not disappoint. He's a real deal in real life. He's not just an icon. He truly cares about helping the next generation of entrepreneurs. And today's conversation left me rejuvenated. I love being an entrepreneur, but it's not easy. And Gary reminded us that success isn't just about being fearless. It's about acting despite fear.

1:06:40He worked in his dad's wine store until he was 34. But that's not the part of the story that people glamorize. But that's where his greatness was actually forged. He wasn't chasing fast money. He was building a legacy. He took risks. He stayed curious. He played the longing. And he did it by being patient, experimenting constantly, and putting purpose over profit. And that's why he's winning. The truth is, entrepreneurship is not glamorous. It's hard. It's lonely. It takes resilience and the willingness to fall and get back up again and again. But if you feel that fire in you, don't let age, fear, or outside opinions hold you back.

1:07:16I started this podcast at 30 years old, and all my friends told me I was too old to start a podcast, that it was too late to start a podcast. But look at me now. I have a top 100 podcast, a number one entrepreneurship podcast. I have the number one self-improvement podcast network. They call me the podcast princess. If I had listened to my friends at that time and thought that I was too old to get started, none of this would exist right now. Gary dropped a ton of gems on digital marketing. We're in a war for attention. The rules are changing fast. To win, you've got to know your audience, your platforms, and your strengths inside and out.

1:07:48He broke down the biggest shift happening right now, the TikTokification of social media. Interest-based content and interest-based algorithms are running the game and relevancy is everything now. This is a golden era for creators and creator entrepreneurs because anybody can compete with big brands if they truly understand what's trending, whether you have 100 million followers or just 100. You don't need a huge team. You don't need a huge following or budget to win anymore. You just need to be plugged in. And as Gary says, day trade attention like your business depends upon it. All right, gang, thank you so much for spending your time with me on this Yap Live episode.

1:08:24Seriously, it means the world to me that you chose to tune in to Young and Profiting Podcast and be a part of this conversation with the amazing Gary V. And if you enjoyed this episode and learned something new, why not drop us a five-star review on Apple Podcasts, Spotify, or wherever you listen to the show. It helps us bring in new listeners and I'd be incredibly grateful for it. And don't forget, you can now watch all of our live and in-person videos, just like this one directly on Spotify Video. We're now on Spotify Video. You heard me right. We're also, of course, on YouTube. I've got 60 ,000 subscribers on YouTube right now.

1:08:55If you're new to the show, be sure you hit that subscribe button and join us on YouTube to watch all of our videos. I love to connect with you personally. So come find me on Instagram at Yap with Hala or LinkedIn. Just search for my name. It's Hala Taha. I love to converse with you guys in the DMs, so don't be shy and reach out. And before I sign off, I want to give a special shout out to Paul on my team, who is my producer. He keeps the show running smoothly. His attention to detail and behind the scenes coordinations is something that I'm so, so grateful for. Paul, thank you so much for all that you do.

1:09:26I'm so grateful for you. Until next time, this is Hala Taha, aka the Podcast Princess, signing off.