Full Social Media Strategy for Business Growth in 2026

You do know that you could go from 2 to 8 million in sales in a year based on one organic TikTok post. As I scrolled to my TikTok, this video right here got 1.9 million views. Here's the most remarkable part. The next post, which crushed for me on Instagram, different content, different platform, big part of the thesis. 5,834 views. So the social media I grew up with, that you all grew up with, was as many followers you've had was an indicator to the general range every post would get. All those best practices got completely annihilated when TikTok hit the scene and made it about the individual piece of content. And I think it's going to continue to get more extreme because it benefits the platforms. This is the GaryVee audio experience. Before you go to the podcast, I've got a big announcement. I know several years ago, a lot of you bought 12 books of 12 and a half to get the NFT, the book games NFT. I also know that a lot of people have dropped off on their journey with VFriends, which is a massive mistake. Because what we're doing on Burn Island and what we're doing on base with book games is remarkable. So you need to go to vefriends.com/oldbooks. Go to vefriends.com/oldbooks with an S. You will go to that landing page and we will help you explain if you are trying to figure out where your NFTs are, how to bring them over to the website, and how to start activating them so that you can start using them for all the incredible exchanges and draws and raffles and experiences that we're doing for people that actually own the book games. So please go to vefriends.com/oldbooks where you can start your journey on reactivating your book games journey. Look, TikTok has the most virality chance. I wasn't kidding what I said about 8 million for them. It doesn't fit everyone here. Good news. Every platform is going through the TikTok thing. LinkedIn's same thing. One video I have, 4,000. Next one, 400,000. YouTube shorts, same shit. First video, 1,000. Next one, 250,000. So they're all about to go through it because it's the right thing. For all of us. It's the right platform. It's right for us. This is why I wrote the book. This is why I'm yelling from the loudest way I can. That organic social is important. But you have to get good at the craft. Like the first three seconds. The thumbnail. All of it. Until you're great at the craft of the video or the picture or the written words in social, everything will be hard. I promise you because everything else is getting more expensive because they're all losing market share to this machine. Newspaper ads are more expensive than they were five years ago. The number one goal you should all care about is views achieved organically. There's people on my team that are fast. There's people on my team that are slower. But if player 1 got me three videos a day and those three videos got me 100,000 views. The player to a slower but she fucking made bad ass shit and only made me one. And that video got four million views, which one do I like better? But when people play, well, but Gary, my shit's good. I'm like, no, it's not. You took a day and your video got 8,000 views. And over here, they got me three videos and 8,000 apiece. And I got me 24,000 views. When you make views achieved, gross and per post as a north star, it's going to help you answer a lot of these tough questions. The first question I think is how to how to balance personal branding versus business branding, especially from a social media perspective. And then also across multiple brands if you're trying to do more than one company like you did. There's so much to that. First of all, I think that we out at academia ourselves a lot of times. So we sit in this room and think about the strategy of personal brand versus the business versus multiple businesses when the consumer on the other side doesn't care about what we're doing in a boardroom. That's always been the case. It's now been compounded by how social media now works, right? The reason I wrote the latest book is social media has really changed in the last two or three years. So best practices on how many handles do you need? What's personal? Like all those best practices got completely annihilated when TikTok hit the scene and made it about the individual piece of content. The more we stay on it, the more money they make. The more you see things you want to see, the more you will stay, the more you see things you don't want to see. A lot of you follow me. But you may not want the wine content or the crying about the Jets content. You might want the business content. You might want the silly content. I don't know, but as you all know, I do a lot of different stuff compared to most people. I would say good news, my friend. It doesn't fucking matter. That's right. So if you decide to go one platform under your name and do half of the content about the business and half yours and another business, that individual piece of content is going to find the audience. If you want to have seven different accounts, I'm like even thinking about new strategies for clients. If they're a serial brand, let's just use Cheerios. They're not a client. If we get Cheerios, should I create another account called App Morning Breakfast so that I can just post on it with Cheerios content just so they don't have to deal with the public? It's so crazy what happened and all of you should take advantage of this. You should no longer be paralyzed by any of the ridiculous things we think about for strategy, including even the name of the handle. It's like all out the window. It's now the individual piece of content. Whether you post on your account or the company's account, the individual piece of T-Porn content is going to be the punchline. There you go. So that's the answer to that Christian. I don't think you need to cripple yourselves the three of you on this issue. One account, five accounts, one for each of you. What you need to do is be fucking psychotic about the individual piece of content. Hey everybody, I hope you're enjoying the podcast right now. Make sure you follow the podcast. That's why I'm interrupting. Let's keep going on this show, but follow the podcast. They'll make my mom super happy. So my questions may be really specific to financial companies. Is there anything you're seeing either good, bad or otherwise that companies like ours are focused on helping people better their financial lives? What are you seeing you're seeing out there? Yeah, of course, but let's bring this down a little bit. So what would you like them to do after they've been affected by your good content to make their financial lives better? Like a non-profit would just like it to be good, a profit. Like what do you want them to do? What is your business KPI? What would you like them to buy from you? Oh, mostly we sell life insurance. Just like sophisticated life insurance based strategies. How much LinkedIn content do you put out a day? One post a day. What kind? Mostly video. Mostly video. A clip from the podcast. Sometimes. Sometimes it's just like a short that I've done. We have had like outside FMOs, third party FMOs doing most of it for the last couple of years. And so we've mostly done what they said until more recently where I'm like, I got to open this more. That part's good. How's it been going? Slow. Not very well. Not very well. I would say. Because it's challenging to get views on it or because you're challenged to come up with ideas to make content for. I think more challenging to give views. I mean, like when I put out a short, I get like a, you know, sometimes a short as in like a YouTube short. Okay, sorry, back to LinkedIn. Please. I would say every once in a while I'll get like a good post that has like, you know, 10,000 views. But the most part it's, you know, I'm getting like a few hundred impressions on it. And that's per day one a day. Yes, or you're being kind or that's what we're doing. Five a week. Five a week. We are dedicated at least to that at this point. We're understood. Have you thought about where you based? Salt Lake. But we're totally virtual. Understood. So we yeah. And the consumers that you're trying to reach can be national. Yep. That's been a huge advantage first because we started doing that 10 years ago. I think a couple things. If I was to join the business, the first thing I would do is pitch the idea of hosting a dinner within Salt Lake running ads on Facebook and Instagram and LinkedIn on a 10 to 15 mile radius of our office where the video was an invitation to fill out a form to join this dinner in a private room in one of Salt Lake's nice restaurants where you would send them to a Google form to fill out who they are and what you're going to talk about is overall entrepreneurship and business. A little bit of like Salt Lake local entrepreneur and business and Salt Lake life because that's obviously such a tight-knit community. I know it pretty well. And for this lovely dinner we're all going to have you're going to have to bear with us. We have a five minute half time show commercial for what we do for a living but the general thing is I Christian. We would like to be more part of the community and the business community and the growth of the city and the energy of everything that's going on. We have a hockey team now. We would like you know again I don't know like you know whether it's steak dinner whether it's alcohol no alcohol whatever the dynamics are we're going to do this nice dinner there's only 12 seats. We're just running this ad within 20 month like you're living this literally the video we are running this ad for like-minded ambitious people footnote we're also doing this for our social media content so this dinner is going to be filmed you don't need to be in it it's for my content so your face can be blurred it can be back your head by the way you can be in it and can get a nice little plug for your local business I believe what you're doing in that scenario is a couple things one I think it would explode your local business. Hey everybody I hope you're enjoying the podcast right now make sure you follow the podcast that's why I'm interrupting let's keep going on this show but follow the podcast they'll make my mom super happy I think scaling this for everyone I think scaling the unscalable is the move right now in a world of AI so like a monthly dinner with 12 to 20 prospects who don't forget filled out a form that you're gonna ask the questions you want to know answers to are you happy with your insurance provider yes okay you're not invited you know like like you could you could do whatever the hell you want in that form but you will create an engine for your content my team as john may know like yeah the other you literally yes as many of you may know if you follow me closely yesterday I did tea with Gary V I brought it back it was a show I did a lot during covid I did it for two reasons one it's one of my best format shows like people like it the most for me because I'm providing real depth it's a little it's what this is at some level and two I really believe in social media shopping and I wanted to do it on what not to show people that you can do it on these platforms there's a lot of what like I'll definitely get into it with them but here's the punchline why I'm telling you that story because I put myself in my best position to make good content we made a piece of content like I made a piece of content in reaction to the question my team clipped it yesterday we normally go into testing we test under different accounts how well the content does and then do it on my main channel I felt so good about it intuitively we ran it last night it was the one where I ran it about like nobody gives a fuck about you humility's the key right that video that is the first video that wasn't tested that got over a million views in years and the reason I think it did that because the other 50 I've done that way I thought we're gonna hit but when I this morning when I woke up I was like it's I put myself in a position to make that video right like I'm putting myself for an hour in my best spot I get most excited when I talk to a human and I'm just trying to break through to them and that gets me to a different place I think you in that setting has the chance to make better content yeah so you're gonna get local and by the way you're gonna run ads on meta and linked in to the tune of about $200 in media spend because when you're in a very confined area of a 10 mile radius you don't need a lot of dollars yeah that's what I would do very cool thank you I think you'll get the right kind of content and and by the way your production day is gonna be a sales pitch you see what's happening for the low low cost of like listen I don't underestimate covering 12 people's dinner like I view that you know couple like I think you're gonna win I think you get I think it's gonna work I like this non-scalable local physical to film to then scale got it putting all of you have to put yourself in a position to make the best possible content good stuff thank you you got it yeah so I think work here because we are growing really really fast awesome we want to like make sure we have the right plan so is it all directed consumer yes and Shopify yeah I'll Shopify and I'd say like 75% through Shopify 25% through Instagram and Facebook okay direct playing direct in within it right like you're doing it hit by hand or you got using shop or what what's happening yes so it's like DM if you want to buy and you're like kind of handholding it honestly just through the meta as we're running like meta will give them the option to either buy through our website or buy just in platform right so the buying in platform it's passing on to your shop yeah exactly and they're taking a break yep and so we basically just for context like we did 250,000 in sales last year and I think we'll probably we're on track you two million in November amazing and we're growing 30 to 50 percent month over month and most of it is on just meta at spend of course in that meta at spend and it's been really profitable too so that's good that means you have a product that's fit the market against the attention yes exactly who's running those ads you yes okay how good do you feel about your capability in that well like if you had a self guess because you probably don't have a lot of I have a thousand social media buyers literally in in this company so I can assess like Ronnie versus Sally I'm aware that you don't have a context point but what's your gut tell you so I'm a hundred percent self-taught I'm just good yeah I think advantage plus ads have made me feel a lot smarter this year than in the past so like basically what we're doing is we're testing a bunch of creatives but we're like a hundred percent of our ads been is in that advantage plus campaigns which have been working for us how much organic social are you doing hopefully two posts a day on Instagram just Instagram on TikTok but TikTok's just not going very well but we're still well it's not going well because you look at all of this is like conversion funnels right yes so you live in cackin LTV life and that's your rendering back to what I just showed you you do know that you could go from two to eight million in sales in a year based on one organic TikTok post so that's a good thing for everyone to hear like you noticed if you follow it along of how we were just talking where they'll eventually go is eventually the math won't work that's what happens to everybody that might be six million that might be eleven million I don't know right I'd have to like look under the hood but by the way if they're destined to do twenty million before the math doesn't work out people gonna watch them and figure it out and do the same thing and then it's gonna slow that like the copycat thing will happen very fast and what I was gonna say is that's kind of where we're getting to the point where when I said two million in November I mean the month of November we think we'll do two million and so we think like next year we could hit twenty million okay I see that's staggering so you're not going from two hundred fifty thousand to two million you think you're going from two fifty to twenty million yes so a couple things real quick for the rest of the room this is what's happening in social media when you do it right just like so everybody wraps their head around it it's that real but keep going yes so I'm just getting kind of nervous that like okay we've been writing this wave all year I feel like we were pretty early on like the advantage plus ads power bay I like getting really good targeting but now I feel like we kind of have experience with a couple other small businesses where we run them you know up to like maybe five you know three to five million in annual sales getting to this point where like did you come from like that angle where you like servicing other businesses and started like when you say that why did that so like I owned a business with my dad and my brother selling like really niche horse related products awesome and so we've grown that business it does but it'll probably do about five or six million this year but that's kind of like the biggest business we've ever been involved with so and this one just the products hitting and the nature of how social is right the addressable markets bigger just given the nature of all women are in play but then just a way women are shopping like just the reality of the business okay so basically I'm coming to like okay where you could we're on track to do two million in November I think it's really realistic we'll do 20 million so let's go let's go backwards what instead of like what you're going to do in November because I've been through that rodeo let's talk about what you did do in August so like sales wise I think we hit close to six hundred thousand and you're anticipating by just putting more dollars into the machine because you're reinvesting what you're making that's how you see it right yes because for everybody like the gain the reason well when I said this is how it works the reason not everyone does it is if your first hundred thousand doesn't work because you weren't good at it then you're out if you only had a hundred thousand or fifty thousand or ten like these are small bit like right if you got ten thousand and you go and spend ten thousand on social ads and you don't convert then the game's over on the flip side if it does convert you see what's happening right if your ten thousand makes you 40 thousand you take 20 that like and then all of a sudden you just like see what he's doing he's stacking got it but this is why I want to talk about or this is why I wrote the book this is why I'm yelling from the loudest way I can that organic social is important when people really don't think it's important because there are one two places one they're advanced and paid and so like why guess he's just fucking running it right you can see think about being at six hundred thousand in August and sitting here and having confidence and I believe him by the way that he's going to do two million in November that's just like okay I know what works but then things change too and so that's why creatives the whole variable the targetings there the people are on social um keep going so I guess my question is like going into next year and thinking like okay we could take this business to twenty million dollars and it's just so open ended I feel dumb almost asking it but like how would you be thinking about yeah no I don't think I don't think it's dumb I think your your first of all you need to reconcile something you're in the sales business not in the brand and marketing business right notice what's happening it's all math so he's selling so the biggest fear I have brother Lexi is are you building a brand because if you're not you're going to get copied out somebody's going to buy something close enough from China and start pounding against your own the same audience for half the price we see happening already that's right because people are watching everything got it so my number one recommendation in the way I hear everything is don't worry about 20 or 30 or 18 worry that you're in trouble unless you build a brand do not many people have social media agencies and want to be Gary V have the people on social media but the brand is what allows me I got to back it up by being good and like I got a show up in this room and bring but it's all brand everything is a commodity besides brand everything so by far what's obvious to me is brand brand brand what does that mean you know first off I think the biggest asset you have is Lexi and her sister so like to me that's not replicatable there's only like what's your sister's name to Cal to Cal Lexi or to Cal Lexi there could be other sisters doing like but like they're them you know I don't know you like that Lex but if you into Keller willing to go out in front I think that is a very important part of the next step you know join podcast original content showing them in the field like you're gonna what's the name of the brand oh Clementine oh Clementine you've got to make people give a fuck about that that like jingle like this is some madman shit like what's the like like oh Clementine like there's like a song you should make I'm being serious like I think you should make a jingle and that jingle should be an organic post and maybe the first three seconds of every video or at the end of every video the jingle should play you know one eight seven seven car for kids like if you're from the Jersey New York area like PC Richards the whistle like everything is a commodity except brand so I think the biggest thing that's obvious to me is for you to go all in on organic and all in on onable shit but like I would give up a lot of money if I ran the business I would give up instead of pouring like what you're just gonna do is pouring it back in pouring it back in I would take some of that money and bring it to zero I would I would level out your cap I'd pay more I take 100k of it to be awesome at organic to be awesome at brand building mostly investing that in like basically a team to help us yes that's right external or internal building at the best cost association against the results to get as many views organically with a complete lens on brand the other thing you're gonna fall in love with and as great as the AI is for meta in order it's the same AI that gets an organic post to a lot of views and then that one that one on organic will outperform the AI generated testing so there's double benefit from organic social the organic ad the organic post that gets three million views when you bring it back and slightly tweak it to make it a conversion ad so it's just a video of the two girls walking down the street talking about something and just hit you taking that video back and at the bottom put you know maybe they just tell a story about their pet I'm literally making shit up right now their pet dog Carol in the video it gets 14 million views four million in the now you're running again as an ad but at the bottom you take the bottom of the video and you put used at checkout put you know code Carol to get free shipping because you know it's gonna emotionally hit it may end up being your best cat cat the thing that fucks up all the mathematicians in the game that I play is when I get an organic thing going viral and I convert it into performance it outperforms all their best shit and they're like how the fuck did this happen because it's the fucking creative yeah got it thank you pull in here hi hi so Matt Higgins was the one can I put us he's coaching me he said that we're sitting on a very valuable asset having rights to think and grow rich and Napoleon help the first question I have is so we have the rights to use the name the material the content everything he's ever created Napoleon help should we be going with thinking grow rich or Napoleon help both both and so much of the world we live in now life is about this but life business is about distribution and we used to have to make choices because the internet and social didn't exist so like if you were going to open up stores in 1987 you had to pick one because it's fucking expensive to open up duplicate stores but when you're talking about what I'm talking about which is building brand in a modern social world the answer is aunt because some people would like it goes to court some people would resonate with Napoleon Hills if you resonate think a rich plus if you go Napoleon's route you have unlimited upside do you have the rights to his image is it name image in like everything I mean his is much bigger upside Napoleon in AI form should be competing with me right now and it has a lot of leverage against me it's all historic like I think this will play out like if you own the i so if you're sitting on the ip you need to probably stand him up so something a little far fetched that I want everybody to hear is virtual influencers one of the biggest conversations of the next decade is going to be influencers that aren't real people that you all own now they're sitting with gold they're owning something that's real you're going to have to make up your third sister that's right for the dog that was our question too is we have the voice tone of like you have his voice on record right yeah I mean you're gonna find with me in the audience like voice and tone become it's subjective let me like okay what's like I mean I watch people on my team that have been with me for 10 years trying to capture my voice and send me stuff and I'm like I would never say that yeah so like you have to remember voice and tone like brand talk the reason I've always pushed against brand talk is it subjective like what's a brief I'm gonna give you a brief oh the brief is bad a brief is a piece of paper with words on it and how you interpret it like I you know what houses words on a piece of paper the constitution I don't know if you've heard half of America sees it one way the other half sees it another way so you know you know voice and tone is subjective you four ladies leave and four other people come in and they're going to judge if it's on voice or on tone got it you need to really reconcile that truth okay so so as we we bring the pulling back whether it's AI that's what I would do if I was in the seat I would bring him fully back like actually he's the one like actually in him in a year I just like and by the way it looks like he's a lot I don't know if you guys have seen the yeah we have we have we talked him on the phone we asked him yesterday he talked to me yesterday okay so now you know thinking grow rich is a heavy read yes and it's been thanked by many entrepreneurs yes so what we want to do is we want to launch an easier read called thinking grow rich 10 minutes a day okay make it more sexy more modern for younger crowd what did you do with this um meaning how do I how would I get people to know about it yes by making unlimited social media organic creative across the seven platforms that matter to society to me basically let me take a step back that might help all of you I believe your phone is the television and I believe that Instagram Snapchat TikTok YouTube LinkedIn Facebook Pinterest to some degree are the seven channels on the platform just like your great grandparents had six channels three channels you know I'm 48 we were pretty poor so I was in the 13 channel world pre pre cable some of you can stick around that and remember it those seven platforms those six platforms are the channels on the television unlike the way Holly would work everybody here's allowed to make a show on the channels if you were trying to be in everyone's home in 1984 or 1963 or 1949 and you could why wouldn't you have a show on every channel this channel choosing that so many of you are doing is that's a strategic nightmare to me not the tone of voice the not making content on all these platforms to not make content on LinkedIn YouTube YouTube shorts Facebook Instagram TikTok Snapchat spotlight which acts like Instagram and I mean for you Snapchat spotlight could be the golden goose because no one's fucking there no one's even thinking about it you know who is there a fuckload of 15 to 30 year olds so to not make content on every one of them just choosing the cliche Instagram and TikTok only Facebook's the most fertile opportunity how much damage do you guys do on Facebook Facebook yeah I'd say ever meta ads probably like 75% plus is going through Facebook say it nice and slow for everyone in the back 75% of our ads band is going to purchases and what he knows that I know because we're in it is I'm selling to 20 and 30 year olds on Facebook not Facebook so you know I would say the strategy you need to do is bring him to life that book to life the mini 10 minute version book to life all of them to life on all six platforms we've never done a you don't need to do an ad you can do an ad yeah organic and paid both work I I believe we're now in a world where you go organic first and when things do well then you go paid that was done in platform for ad people before now what I just that nuance I showed him to add is another element that affects the thing that they really need to worry about which is brand you you start with brand you start with juice that none of us started with you're sitting on brand yeah how do you have this question you you to answer where you're about to go you have to be so I just told you that you should play basketball just so everybody knows I just told everybody here you should become a professional basketball player why did I do that because out of all the major sports in the world the way the new collective bargaining agreement for the NBA is and how big the media rights are basketball only has 12 to 15 players but the players are gonna get 50% of all that money so the money is so extreme but unlike football where there's 53 players and you divide by 53 in basketball you divide by 12 so you're gonna hear from your buddies that are either you're into basketball you hear from your buddies in basketball I can't believe this player have just got four hundred million dollars and they're not even good and you'd be like how is that possible that's how I just told you to be a basketball player I've given you the answer to how everything in society is working those six platforms dictate everything the presidential election the temperament of our society everything that is popular what is famous what sells the whole it is absurd how much on social media is underrated now you've got to get good at it that part that's where you're about to go how that's why I went text book on the new book but it's an everyday game you all must get as good notice the first question I asked him how good do you think you are because the delta between him being and and I was listening if he's a seven point eight against the world which is very high the delta between him being a seven eight and an eight eight is four million in November not two I if you go look at my organic social if John you know this because you're on team I've been complaining to team for the first seven eight months nine months here that we're not good anymore that's been the energy of my team because it's true and they we had all sorts of excuses I'm not I'm not making as much original content that we've been a lot better right John you've seen the number the last two months we've been a lot better we're just better we've just got better we've just got refocused would you go lifestyle and personal development yes lifestyle no the biggest liberator of strategies and humans in boardrooms are obsessed with or or is comfortable or is school or is having a job and switch is about throwing everything out the wall but not that yes because I'll explain no no you're I love what just happened it sounds like it's throw against the wall and see what sticks it sounds like spray and pray it sounds like test and learn it's sat right but none of it is illogical you're sitting there and you're thinking about who am I trying to reach after you're thinking who wouldn't Napoleon resonate with we have historic data what he means for 18 to 35 year old dudes you know that so obviously going to make different content for that crowd versus a 63 year old female immigrant from hungry because you want everyone right so it's just the that's what's great the rest of the day and book and team and before and maybe even before like cohorts if you're already talking about that like that's the game but you have to get good at the craft like the first three seconds the thumbnail like all of it the copy like until you're great at the craft of the video or to picture or the written words and social everything will be hard I'll I promise you because everything else is getting more expensive because they're all losing market share to this machine newspaper ads are more expensive than they were five years ago would you if you had this brand if you have this brand would you modernize the message or keep it traditional in the poem style I don't I don't so I haven't read the books but obviously I've been very especially because who I am like I have a general sense it sounds like a lot of the principles are tried and true would I make the examples contemporary yes thank you you got it okay great um hangry hello my first question is about our podcast okay we started it four years ago yes and we choose our target audience to be founders of rayverse and tech a DC-backed investors smart and we got a lot of them in the show like the most important in the region whole Latin America yet then we found out that that's that actually target that we want to sell to so now we have these podcasts that has a lot of authority in the field and some recognition on it but it's not working so we can invite like it's not working because those guests and that energy is not directly impacting your business exactly great yeah it makes sense what I would do is back to the theme of this whole meeting is I would go into and I would cut back the kind of guests that represent that by a lot but not completely kill it because you got equity there so instead how often do you do the podcast great I would probably do one guest like you used to every two months but the other seven guests would follow the path that you figured out and you heard you just need new guests that do address who you want do you see what I mean yeah this goes back to aunt okay great does that make sense sure other question that we have is more tactical please our social media team has one graphic designer one video editor one community manager and one copy writer okay how much content should we expect from the team to produce that's a very fun question because it's to your point it's complicated it let's talk about that so number one there's so much here number one are you are you doing predominantly videos or pictures both okay so first of all back to the rant that just had and I saw you guys talking how many platforms are you putting social out on we were on everywhere then we just decided to post something yeah yeah that's how smart yeah we say like okay it's correct is your audience be to be yeah okay so minimum minimally you need to be on YouTube shorts length in so Twitter is about to become much more like everybody else so I believe in the next couple weeks Twitter is gonna unleash a video tab and it will look exactly like this is the game so I think Twitter is very very going to be very fruitful for a lot of people and first movers same old shit won't be as good as conversion if you're just cackled to be like but for brand it could be completely crazy because of the viral nature of the platform I'm aware that there's a lot of energy against accident but like for example I live on Twitter and I do no politics and have plenty of fruitful situations you're in control of what you consume and what you put out so I think X will be good for you YouTube will YouTube shorts is very important because of the way search works and I do think there's strategic things you could do on TikTok that could really find the right audience but I think it's about let me give you this one on TikTok I'm a big fan if you're especially if you're B2B but it could also be if you're niche like T or earrings make content that is kind of positioned as hey send this to your person in your life that's into T hey if you know anybody who's in this small business like send this video like literally the name of the video is send this to someone that's into because there's a viral loop there on TikTok that could work keep going so to answer your question first when we take a piece of video what all of you have to be best that is post production for the platform notice how I started speeding with an example of a video that did two million on TikTok but underperformed on Instagram same video I change the copy but sometimes that's not even enough but minimally minimally when you make one video you're actually getting four pieces of content if you're on four platforms by changing the copy that supports the video based on what platform if I'm posting on LinkedIn I'm going to reference people that are traveling for business sitting at their desk I may make that reference like if they make a bit I'll just use them because it's going to be easy if they're making a T video and they post it on LinkedIn which I think they should which nobody owns a T brand or retails or whatever think about but I think LinkedIn has become like Facebook there's just people on it and they're just seeing shit and there's I would put like a video could be them in it whatever it is but the copy would say tired of the shitty tea they serve in the office and then comma into what they have to say I wouldn't put that on TikTok I would just go into like average camera meal blows here's Oolong here's that you know like whatever they're going to do so I think that how much content should you expect minimally you should expect whatever the output is it should be times however platforms you have but don't take the same video and post it everywhere because it's going to act different the copy minimally should be changed I'm not even living my same life like we should tweak the first second or the thumbnail we do that half the time not a hundred percent even like you know like somebody who's going to fit this sometimes you have cheat days we're not perfect on my team every video should be slightly different on every platform based on the audience lives in there and the temperament of the room I'm going to act differently in this boardroom with all of you then if this was being done at a private restaurant like this whole meeting would be slightly different if this was from 9 pm to midnight with wine at a restaurant same meeting different different room right my slang would be different the energy would be different it would just be different y'all would be different so you know I think for you too you have to like watch them work for a day because everybody's different like look the number one goal you should all care about is views achieved organically so let me give it to you this way there's people on my team that are fast there's people on my team that are slower but if player one got me three videos a day and those three videos got me a hundred thousand views the player to a slower but she fucking made bad ass shit and only made me one and that video got four million views which one do I like better but when people play well but Gary my shit's good I'm like no it's not you took a day and your video got eight thousand views and over here they got me three videos and eight thousand a piece and I got me 24 thousand views when you make views achieved gross and per post as a north star it's gonna help you answer a lot of these tough questions understand you like that right you can hold I can see you reacted well to that but I get it it's hard this will help you ground the game in something yeah right yeah sometimes I feel that weird like just from the arts to be here and that's okay too if they can explain the dart it goes back to that if I could explain to you the reason I'm making this video is I'm going after women that grew up with entrepreneurial fathers in California well then when you look at it you're like oh shit I see what you did there you made a surfing reference you made a daddy reference like that you had a concept so back to it's not like everything I make has a thought it's not just to give views there's a reason and sometimes that is like hey I've been heavy and talking about heavy like you know like stress management let me post a video that I like blueberries to fucking switch it up but there was logic sorry it's hard to do that when you have when you're clipping a podcast that how do you decide yes it's hard yes it's it's hard to do that which is why just clipping podcasts can't be your only source of content right yeah he's filming right now four D's is different than T with Gary Ve it's different than I give a keynote too many people became one dimensional putting yourself in a position to make content look what I told Krishna to do do local business for me it's a huge win for him because it's like when you notice how I broke it down like you might get some local business you're gonna learn you're gonna listen to people you're gonna get content so even if it doesn't sell a single thing to the 140 feet four people that he has in a dining room 12 times 12 once a month he just needs one clip to pay for the whole thing again back if Lexi and resistor like maybe they like running well then fuck it find a running camera man with you are like I go per like thought again maybe I pitched a Christian the dinner thing but maybe he loves golf and maybe the video says I'm taking a force amount to my course and we're filming it I know it's weird but some of you get it's 2024 like I don't know what's right for y'all maybe they're doing like like think about what their business we're about to go there like they could just invite people to the shop and fill we're doing that Saturday it's got it all right yeah so uh it's almost the opposite but he just said okay so our main offer of content is jimila line but we are a tea room a tea shop we are we just got in the targets we're doing CPG now and we are the bottlenecks for our content makes sense so you're doing everything yeah I lived I lived that life for seven straight years with my library yeah so really it's how did you get from you know you being going on youtube from my library to patience patience to do it patience okay like you know you've got a lot of things going for you got emerging AI so you could late night learn how to use AI tools to help you make more content you could you've got the coolest job that everybody wants to do as a teenager all of you have that actually ironically one of my favorite places to look at for something this is somebody who's retired and just looking at like still enjoy life there's an incredible back to ageism which is still not really being talked about because of the way technologies worked I think we're sleeping on people 50 to 90 60 to 90 70 to 90 you know like you'd be shocked on some like you know back to like the way our heads work we don't think a 68-year-old can work the register and edit our videos there's plenty of 68-year-olds who are taking online courses to do social media fucking post-editing next question please so we are creating the unspavable yep it's been long as we're doing a loyalty tour all right so we have one this Saturday tell me about it so basically you come in you should have your target received you get free team you get love it free team right because you've done this CPG partnership with target you're trying to support that yeah you say now a target received that you bought our stuff or anything a target respect okay how are you letting people know about that so we've used mostly Instagram we've used it and so it's it's it's happening it's happening the RCPs are behind what we expected did you run ads locally or it was at wall organic it was all organic I think the thing though it was here in Brooklyn but we're in stores all over the country that I understand yeah so like how we reproduce this in Iowa you don't so what do we do fly well because that's I think our problem is is because we got put into place into cities and rural areas they have no knowledge that we we even exist yes we thought we were going to get a soft launch pad of starting we didn't get started we didn't even get launched in New York until it's upcoming November right so what do we do with those places who don't even know to follow we're doing some add things tell me about that that's where I want to look under the hood so we do know the how many doors in Target are you going to be in we're currently 104 about 168 so I would run five mile radius ads on all 168 and are you in the content no bad so here's what I would do if I own this company and we were three partners I would say we've got to make 168 videos or use AI to capture our voice and replicate it and literally it is us and literally it is us and sit like your story is so compelling it's not super complicated it's an awfully compelling story to rural area five mile radius people let's let's understand why Target did what they did and that's good for you you make videos and say hey we're us the opening line of the video is hey like let's just pick a town where do I know where there's a target Clark New Jersey there's a target in Clark New Jersey I know that because it's my dad's former shopping center reanna's liquor store literally the video is hey Clark New Jersey target shoppers we hi it's me it's me we are running this ad within five mile radius of that target you will not believe this we have our product in the store then tell them the tear jerking story or the emotional story or the human story of how hard you've worked how long have you had it six years yeah we've been painstakingly building this one store in Brooklyn for six fucking years maybe don't say fucking but you know it would mean the world to us if you would go to target this weekend and pick up we promise you it's the best tea by the way here's our you could go this far our phone number if you don't want to blow up your phone here's our email here's our Instagram please DM us we want to know and thank personally every single person that buys a tea bag from us because this is our fucking lives and if this doesn't work at these targets they're not going to give us more targets and we don't know what we're going to do pull at fucking hard strings five mile radius you'll know how to do that on every store all of them and if you have to because you don't know how to fuck with AI do 168 videos then do 168 videos if you can get an AI trained on your voice where you can like save yourself time and just type in Clark like the lips move and you're like hi you know like the whole like mr. black that sends that but like but honestly my thing of why I'm not even scared if you don't do the AI thing is when your life's on the line like that's what's great about a small business there's our lives right when your life's on the line I just think that you'll sit down and say it like you could chop it too you could like literally do the first part maybe show a as you're talking you can easily be smart about it you just need to film hate Detroit target hate like you know that and then have like the second sentence be a voice over with like maybe showing your story this is our store and then you kick in the rest of the video so you only have to film right you got the you serum going five mile radius is 50 bucks boom boom it will work it will work please you didn't mention threads yeah threads deserves to be mentioned it's just waning users so fast that I'm scared threads and Pinterest are like on the shelf over here I'm for it I'm just trying to make sure y'all really go to five and six even though threads keep showing up that it's doing well Facebook's just digging it by forcing people to download the app like it's the audience is declining not right but I'm not against threads threads by the way for most of your businesses even though Pinterest would work for y'all like I like it more than Pinterest I'm by the way on the record add it but the virality in there I don't see as much and all of you're gonna rely on the virality um but I'm not against it at all and to be just getting the threads post from your Instagram post you can is an easy way to just see if it's there even though it's not contextual to it plus I don't have it fully mapped I like to speak from a place of like expertise but if you're feeling comfortable there but look TikTok has the most virality chance I wasn't kidding what I said about eight million for them TikTok has the most it doesn't fit everyone here good news every platform is going through the TikTok thing LinkedIn same thing one video I have 4,000 next one 400,000 YouTube short same shit first video 8000 next one 250,000 so they're all about to go through it because it's the right thing for all of us it's the right for the platform it's right for us people you follow you follow them because you worked with them seven years ago you don't get fuck about their dog so like your interests matter more than who you follow 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