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All right, let's do this.

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Today we're diving deep, deep into Gary Vaynerchuk's brain.

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Well, more specifically, his take on social media marketing,

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no holds barred.

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We're breaking down this awesome YouTube video

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from Think Media where Gary just like spills it.

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And believe me, he does not sugarcoat anything.

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Expect the unexpected.

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Some controversy, maybe.

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But definitely a ton of stuff you can actually use.

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Yeah, right off the bat,

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Gary kind of flips the script

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on how we usually think about marketing.

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He doesn't just say organic social media is important.

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He's like, it's the king, baby.

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Even above podcasts, which is wild, right?

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EZ's podcast is more of a source for clips,

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a little snippets for social,

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not the main attraction themselves.

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Whoa, that's like saying the podcast is cool,

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but the real magic happens when you chop it up

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and sprinkle it all over your socials.

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Is that how we're all thinking about content now?

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Honestly, I wasn't before this.

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Definitely a shift, right?

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Nichi, ask yourself, is every single thing

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I'm putting out there designed

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for how people actually consume stuff today?

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Is it bite-size, grabby, shareable?

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If not, you're kind of missing the point.

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Gotta be thinking multi-purpose from the get-go.

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But then Gary also goes on

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about understanding platforms and culture.

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What's he getting at there?

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So by platforms, he means like

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really knowing the ins and outs of each one, right?

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Each social media platform has its own quirks,

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its own little dances.

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What are those?

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What makes the algorithm tick?

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Are you using all the bells and whistles each one has?

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And this isn't a one-time thing, is it?

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I mean, these platforms change faster than,

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I don't know, a chameleon in the disco.

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Totally, gotta be a lifelong student, always keeping up.

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But then you've got the culture piece, which is huge too.

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Gary's all about being plugged in.

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Plugged into what's hot, what people are talking about,

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you know, the zeitgeist riding that wave

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of what's relevant, like right now.

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Like that asphalt business owner he mentions, right?

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Absolutely killing it on TikTok.

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Asphalt on TikTok, who knew?

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But he understood the platform, the humor, boom, success.

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It shows you don't gotta be some high tech company

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to use tech, you know?

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But showing up's not enough, you gotta adapt.

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Okay, real talk, are you really

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on the right platforms for your people?

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And are you speaking their language?

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Or are you like shouting into the void

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in some dialect nobody gets?

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Tough love, but it's the truth.

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And that brings us to another Gary-ism,

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kind of blew my mind.

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The shift from social graph to interest graph.

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Now things are getting juicy.

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He's saying a massive following isn't enough anymore.

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It's about your content lining up with people's passions,

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even if they don't follow you yet.

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A massive implications here.

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Even those accounts with millions, they can't just coast.

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Think about it, is what you're making so good,

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he grabs someone who's never even heard of you.

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You gotta be like the cool kid at school,

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everyone wants to sit with at lunch,

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even if they just met you.

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No more coasting on last year's popularity, right?

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Exactly, which brings us back

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to understanding those interests, right?

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What are your audiences jam?

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What keeps them up at night?

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What makes them hit that share button?

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If you don't know, you're throwing darts in the dark,

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hoping you hit something, not a good strategy.

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Nope.

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And that leads right into platform choice.

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Gary's not about that one size fits all advice.

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He says, know your audience.

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B2B, LinkedIn's your jam, selling to Gen Z.

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You better be on TikTok.

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Thank goodness.

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No more pressure to be everywhere at once.

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If you're on a platform your people aren't using,

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that's just wasted effort.

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Truth.

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Even though Gary's big on platforms, algorithms, all that,

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he makes one thing clear, content's still king,

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but not just a me content.

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Yeah, he gets the whole churn it out

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like a machine pressure, but then drops the truth bomb.

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Quality over quantity always.

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It's tempting to just pump stuff out,

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but if it's no good, it's actually hurting you.

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Imagine a buffet with like a million dishes,

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but every single one is bland.

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You wouldn't be rushing back for seconds.

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Your content should be the opposite.

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Flavorful, engaging, the kind of stuff you remember.

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All right, pop quiz.

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Are you really putting in the effort

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to make your stuff top notch?

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Does it have that wow factor,

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or is it just getting lost in the scroll?

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Because if it doesn't stand out,

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it might as well not exist.

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And to stand out, Gary throws out this idea

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of cohorts with teeth.

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It's next level targeting.

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We're not talking broad demographics anymore.

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He uses this example.

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Young yoga moms in Kansas City versus like professional moms

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in NYC having their first kid at 40.

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Same basic demo, but totally different worlds

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in terms of what they care about,

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how they consume content.

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It's about those micro differences,

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the nuances that make each group unique.

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If you can tailor your message that specifically,

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you've got their attention.

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It's like speaking their secret language.

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No more generic one size fits all platitudes.

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Right, and this ties back to that interest graph

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we talked about.

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Super specific content aimed at specific interests.

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You're speaking the algorithm's love language.

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Okay, let's take YouTube shorts.

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Gary sees huge e-potential there,

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but maybe not for the obvious reasons.

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Yeah, he points out shorts have this secret weapon.

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YouTube's a search engine powerhouse.

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This means your shorts can keep working for you

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months, even years down the line.

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Not like other platforms

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where it's all about that initial burst and poof.

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Like the difference between a firework

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and a slow burning fire, huh?

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One's flashy, the other gives you steady heat and light.

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Exactly.

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So when you're making those shorts,

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are you thinking searchable?

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Using keywords people will be typing in months from now.

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This is where knowing how the platform works

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really matters.

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You're not just playing the short game.

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You're setting yourself up to win in the long run.

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Now, something a lot of people get hung up on,

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being themselves on camera.

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Gary's advice is refreshing though.

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Forget that polished perfection.

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Just document yourself.

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Capture your real self, your process,

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like your own little reality show.

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He's saying let people peek behind the curtain

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and show them the mess ups, the real you.

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That's what they connect with.

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No more hiding behind some perfectly curated facade.

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It's about being vulnerable, connecting as humans.

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People crave that authenticity, that realness.

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They want to see the person behind the brand.

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Think about it.

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Who do you trust more?

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Someone who seems perfect or someone who shows their flaws?

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Goes back to building that trust,

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that credibility we talked about earlier.

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When you let your guard down, you're saying,

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hey, I'm just like you, not perfect, but I'm trying.

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People respect that.

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Totally.

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Makes you relatable, approachable, human.

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That's magnetic.

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But here's a curveball.

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We talk a lot about consistency,

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but even Gary, Mr. Content Machine himself,

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he admits he took a multi-year break.

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Well, can you imagine almost revolutionary

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coming from him, but also so reassuring

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because we all hit those walls sometimes.

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The takeaway is you don't gotta be a robot

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churning out content 24 seven.

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Find a pace you can sustain.

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Honor your needs.

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You can't pour from an empty cup.

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He uses this awesome analogy,

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contents like oxygen for your brand.

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You need it to survive, to stay visible,

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but you gotta remember to breathe yourself.

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It's about balance, which a lot of us,

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especially in that whole hustle mindset,

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we need permission to rest and recharge.

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You know?

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Yeah, it's so easy to burn out

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when you're feeling like you gotta be on all the time.

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But Gary's story shows us even stepping back

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can be good for you in the long run.

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Absolutely, like hitting the reset button,

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coming back with fresh eyes, you know?

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But let's be real, one of the things

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that can really knock you off course is criticism.

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Oh, yeah, and Gary doesn't mess around here, his advice.

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I love myself too much to give a expletive about you.

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Strong words, but there's something deeper there.

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It's about building that unshakable confidence in yourself.

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So much of what holds us back is fear.

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Fear of judgment, of failing, of not being good enough,

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but Gary's like screw that, believe in yourself,

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let the haters hate.

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Such a powerful shift, right?

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Focus on your path, your vision,

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don't let the noise drown you out.

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Easier said than done, but so crucial.

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For real, it's like putting on those noise-canceling headphones

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and just zoning in on what matters.

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And you know what?

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You can actually choose who you led

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into your online world too.

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Boom, unfollow, mute, block you of the power

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to create your own little digital bubble.

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Surround yourself with accounts that inspire you,

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lift you up, motivate you.

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Speaking of inspiration, Gary's all about embracing AI,

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not fearing it.

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He sees it as this amazing opportunity

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to automate all those tasks we hate.

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Freeing up our time and brains for the stuff

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we're good at, the creative thinking, the strategy.

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But it's like having a super efficient assistant

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who handles all the boring stuff

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so you can focus on the big picture.

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So many possibilities.

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And it's important to remember,

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AI isn't about replacing humans,

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it's about enhancing what we can do.

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Like think about the printing press, the internet.

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AI is just another tool in the toolbox,

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helping us do things better.

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Exactly, working smarter, not harder.

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But here's the thing, Gary's urging us

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not to repeat the mistakes we maybe made

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with social media or the internet itself.

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Oh, totally.

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He's saying, don't be late to the party,

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don't claim to the old ways while the world's changing.

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Remember those people who refused to ditch their blackberries

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when iPhones came out?

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Don't be that person with AI.

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Good point.

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So easy to get comfy, but tech moves fast.

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Adapt or get left behind.

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So what's your first step with AI gonna be?

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Dip your toes in, take a course,

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play around with those free tools out there.

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Just do something, even a tiny step beats standing still.

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But okay, let's get into some of Gary's more tactical stuff.

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He's obsessed with thumbnails, for example.

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Oh, he calls them the gateway drug to your content.

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Says the best YouTubers spend more time and money on them

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than most people can even imagine.

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It makes sense though, right?

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It's the first impression,

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what grabs you when you're scrolling

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through a million things, like the cover of a book,

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if it doesn't intrigue you, you're not opening it.

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Exactly.

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And Gary emphasizes not just the visuals,

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but also making sure you deliver

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on what the thumbnail promises

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within the first few seconds of the video.

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Otherwise you're just quick baiting people

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and that's a fast track to losing their trust.

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Don't be that person, be upfront, be real,

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deliver on your promises.

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Another thing people often overlook, captions.

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Gary says most folks are just phoning it in,

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throwing a few words down without much thought.

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The captions are prime real estate.

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You can add so much personality, context, even humor.

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Gary's all about writing, like three or four detail sentences

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that really enhance the video or picture.

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It's more space to connect with your audience.

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It's like the director's commentary on a DVD,

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giving you that extra layer of insight.

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And you know, if you're not comfy on camera,

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you can lean on strong visuals and killer captions,

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on platforms like Instagram, and still build a following.

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Totally.

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Play to your strengths, use the tools in creative ways,

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don't let fear hold you back.

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All right, branding time.

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Gary's a huge E-A-E believer

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in building a strong personal brand

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and he drops this truth bomb.

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Selling is what you do when you don't know how to build a brand.

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Ouch, but true.

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Think about brands like Nike, Apple, Coca-Cola.

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They don't have to constantly push their stuff.

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People are already drawn to them

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because of what they represent.

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It's that emotional connection,

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that sense of trust and loyalty.

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And get this, one of the main platforms

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Gary recommends for branding, LinkedIn.

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He loves LinkedIn, says everyone should be posting

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at least three times a day there.

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A lot of people still see LinkedIn

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as just a job hunting site,

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but it's so much more incredible organic reach,

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highly engaged users.

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And let's be real, the people on LinkedIn

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often have the money, right?

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They're business owners, decision makers, influencer.

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It's a gold mine for building relationships,

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becoming the go-to expert in your field,

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attracting those high value clients.

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Don't underestimate the power of LinkedIn.

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Now for anyone looking to make money from their content,

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Gary's all about diversification.

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He says don't just rely on brand deals,

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although those can be a great start.

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Explore other avenues like creating your own products,

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offering premium content, building subscription services.

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Think about it, what are the different ways

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you can bring value and get paid for it?

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The key is multiple income streams,

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so you're not putting all your eggs in one basket.

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And he's big on being passionate

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about what you're selling too.

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If you don't genuinely believe in it, it's gonna show.

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People can smell a phony a mile away.

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Authenticity is everything.

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Building a team is another thing creators often struggle with.

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And Gary's advice is refreshingly simple.

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Hire people to do the things you hate or suck at.

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You don't have to be a one person show.

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There are so many resources to find talent these days,

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from freelance platforms to professional networks.

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He also challenges that whole

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make money just to spend it on fancy stuff mentality.

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He says a lot of businesses don't grow

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because people are too focused on like extracting money

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to fund a lavish lifestyle

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instead of reinvesting it back into the business.

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It's like that athlete who gets a big contract

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and blows it all on cars and parties

355
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instead of investing in their training and development.

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They might enjoy the short term fun,

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but they're not reaching their full potential.

358
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Same with building a brand or a business.

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If you're truly passionate and you put in the work,

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the money will come.

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Brings us back to one of the core themes here.

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Action.

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Gary's all about taking action.

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Don't just listen to this and do nothing.

365
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He wants you to get out there, experiment, try things,

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see what works.

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Social media is this incredible free platform

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with the potential to reach billions.

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Unprecedented opportunity,

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but it takes effort, dedication,

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and that willingness to learn and adapt.

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And that brings us back to one of the core themes

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of this entire conversation, self-awareness.

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Gary challenges creators to understand

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their strengths and weaknesses,

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to choose platforms that align with their audience

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and create content that reflects their authentic selves.

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It's about being honest with yourself,

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being willing to experiment, to fail,

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to learn along the way.

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He also encourages creators to be kind to themselves,

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celebrate the wins, and not get discouraged by setbacks.

383
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It's all about having that growth mindset,

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that commitment to always getting better.

385
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Okay, so we're in the home stretch

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of this Gary V. Deep Dive.

387
00:13:47,960 --> 00:13:50,280
He brought up this idea of documenting

388
00:13:50,280 --> 00:13:53,760
versus creating content, which really got me thinking.

389
00:13:53,760 --> 00:13:56,320
Yeah, he noticed this difference between like,

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those creators who treat every video

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like a Hollywood movie, you know,

392
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all planned out, super polished,

393
00:14:02,600 --> 00:14:05,000
versus those who just capture their life as it happens,

394
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more like a reality show.

395
00:14:06,480 --> 00:14:09,080
It's like, some people are meant for the big screen,

396
00:14:09,080 --> 00:14:11,800
others shine in those candid behind the scenes moments,

397
00:14:11,800 --> 00:14:13,960
not about being better, it's knowing yourself, right?

398
00:14:13,960 --> 00:14:15,600
Totally, he used this analogy,

399
00:14:15,600 --> 00:14:17,520
SNL versus a feature film.

400
00:14:17,520 --> 00:14:19,560
One's improv, reacting on the fly,

401
00:14:19,560 --> 00:14:21,160
the other's all scripted and edited.

402
00:14:21,160 --> 00:14:23,640
Both can be awesome, but totally different approaches.

403
00:14:23,640 --> 00:14:27,840
So, are you the performer who thrives under the studio lights?

404
00:14:27,840 --> 00:14:29,280
Or the one who draws people in

405
00:14:29,280 --> 00:14:31,960
with that raw unfiltered realness?

406
00:14:31,960 --> 00:14:34,680
Neither's wrong, but knowing your style is key

407
00:14:34,680 --> 00:14:37,600
to making content that feels true to you.

408
00:14:37,600 --> 00:14:39,960
Forcing yourself into a box that doesn't fit

409
00:14:39,960 --> 00:14:42,840
just feels awkward, your audience picks up on that.

410
00:14:42,840 --> 00:14:45,120
It's like wearing a suit that's two sizes too small,

411
00:14:45,120 --> 00:14:47,080
everyone can tell you're uncomfortable.

412
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Now, here's a trick Gary uses, super smart.

413
00:14:49,880 --> 00:14:52,160
He actually makes certain content

414
00:14:52,160 --> 00:14:53,920
just to get feedback from his audience,

415
00:14:53,920 --> 00:14:55,200
like built in market research.

416
00:14:55,200 --> 00:14:56,920
He's not just talking AT people,

417
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he's having a conversation,

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using content to spark discussion and gather insights.

419
00:15:01,680 --> 00:15:04,360
He pays attention to those comments, reactions,

420
00:15:04,360 --> 00:15:05,880
the questions people ask.

421
00:15:05,880 --> 00:15:08,080
It's a goldmine for figuring out

422
00:15:08,080 --> 00:15:09,720
what your audience cares about,

423
00:15:09,720 --> 00:15:11,400
their struggles, what they need.

424
00:15:11,400 --> 00:15:13,960
Don't be afraid to ask those questions, run polls,

425
00:15:13,960 --> 00:15:15,760
create content that gets people talking,

426
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you might be surprised what you learn.

427
00:15:17,560 --> 00:15:19,360
Yeah, it's a reminder that social media

428
00:15:19,360 --> 00:15:21,080
is not just a one way street,

429
00:15:21,080 --> 00:15:23,680
it's about dialogue, building relationships,

430
00:15:23,680 --> 00:15:24,840
learning from each other.

431
00:15:24,840 --> 00:15:27,760
So let's talk about the elephant in the room.

432
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Criticism can be brutal,

433
00:15:29,800 --> 00:15:32,560
especially when you're putting yourself out there online.

434
00:15:32,560 --> 00:15:35,280
Gary's advice is blunt but effective.

435
00:15:35,280 --> 00:15:38,480
Get yourself a steam up, it's about that inner confidence,

436
00:15:38,480 --> 00:15:41,000
believing in yourself and your work.

437
00:15:41,000 --> 00:15:42,880
Easy to get caught up in what others think,

438
00:15:42,880 --> 00:15:44,720
especially now, everyone's got an opinion,

439
00:15:44,720 --> 00:15:47,320
but Gary's like, don't let that noise control you,

440
00:15:47,320 --> 00:15:49,600
filter it out, focus on what matters.

441
00:15:49,600 --> 00:15:52,480
He even suggests unfollowing or muting accounts

442
00:15:52,480 --> 00:15:53,840
that bring you down.

443
00:15:53,840 --> 00:15:55,800
You control your online experience,

444
00:15:55,800 --> 00:15:57,480
surround yourself with positivity.

445
00:15:57,480 --> 00:15:59,040
He gave this great tip,

446
00:15:59,040 --> 00:16:02,360
before bed, search positivity on your socials,

447
00:16:02,360 --> 00:16:04,440
follow a few accounts that inspire you.

448
00:16:04,440 --> 00:16:06,600
Simple way to start your day on a good note.

449
00:16:06,600 --> 00:16:09,000
Small tweaks can make a big difference to your mindset.

450
00:16:09,000 --> 00:16:11,440
It's about being mindful of what you consume,

451
00:16:11,440 --> 00:16:13,040
who you let influence you.

452
00:16:13,040 --> 00:16:14,280
And speaking of being mindful,

453
00:16:14,280 --> 00:16:16,400
Gary's been emphasizing this all along,

454
00:16:16,400 --> 00:16:18,640
take action, don't just absorb this,

455
00:16:18,640 --> 00:16:19,800
let it spark something.

456
00:16:19,800 --> 00:16:21,920
I want you to get out there, experiment, try things,

457
00:16:21,920 --> 00:16:24,000
put these ideas to work, see what happens.

458
00:16:24,000 --> 00:16:25,520
What's the point of learning all this

459
00:16:25,520 --> 00:16:27,840
if you don't do anything with it, right?

460
00:16:27,840 --> 00:16:29,400
Social media is always changing.

461
00:16:29,400 --> 00:16:31,320
The only way to win is to adapt,

462
00:16:31,320 --> 00:16:33,440
to learn, to take those risks.

463
00:16:33,440 --> 00:16:35,200
So as we wrap up this deep dive

464
00:16:35,200 --> 00:16:37,880
into Gary Vaynerchuk's social media playbook,

465
00:16:37,880 --> 00:16:39,560
here's the challenge.

466
00:16:39,560 --> 00:16:43,640
What one thing will you change based on what you've heard today?

467
00:16:43,640 --> 00:16:45,080
Could be something small,

468
00:16:45,080 --> 00:16:47,760
like spending more time on captions or something big,

469
00:16:47,760 --> 00:16:51,040
like finally diving into AI, big or small.

470
00:16:51,040 --> 00:16:52,800
What's that one step you can take

471
00:16:52,800 --> 00:16:54,760
to level up your social media game?

472
00:16:54,760 --> 00:16:55,840
Because in today's world,

473
00:16:55,840 --> 00:16:58,320
your success online might depend on it.

474
00:16:58,320 --> 00:17:00,040
Thanks for joining us for this deep dive.

475
00:17:00,040 --> 00:17:02,960
Until next time, keep creating, keep experimenting,

476
00:17:02,960 --> 00:17:04,160
and keep pushing the boundaries

477
00:17:04,160 --> 00:17:06,000
of what's possible on social media.

478
00:17:06,000 --> 00:17:08,480
And remember, the best way to learn is by doing.

479
00:17:08,480 --> 00:17:18,480
So get out there and make something awesome.