Key Moments
Stop Wasting Money on Ads (Do This First)
GaryVeeKey Moments
Don't waste money on social ads until you've tested your content organically. AI is fundamentally changing how we search and consume information, making proactive content creation and connection vital.
Key Insights
Posting content organically first and observing its performance is crucial for mitigating ad spend risk, as irrelevant creative won't gain views (Gary Vaynerchuk).
The digital landscape has shifted from 'social media' to 'interest media,' where algorithms prioritize content based on user interests rather than just followings on platforms like TikTok and Instagram.
Google Adwords costs have risen significantly, and personal AI search tools like Gemini are increasingly replacing traditional Google searches, making them a less viable marketing channel.
In 20 years of content creation, Gary Vaynerchuk notes that a single, well-performing organic post on platforms like TikTok can now be more impactful for lead generation than years of established effort.
The "Thank You Economy" approach, focusing on genuine connection by reaching out to past clients, is presented as a scalable, controllable strategy with immense potential for business growth.
Substack offers a significant opportunity for individuals who are good writers, potentially generating more revenue through paid subscriptions than their primary business.
Test your ads organically before spending money
The traditional model of creating ads and directly running media on platforms like Facebook, Instagram, or TikTok to acquire clients is no longer effective. Gary Vaynerchuk stresses that before investing in paid promotion for any piece of content – whether it's a video, ad, picture, or creative – it should first be posted organically. The performance of this organic post, measured by views relative to your usual benchmark, will indicate its potential to convert. If a creative is not relevant, it simply won't gain views, and by testing organically, you can mitigate the financial risk of running ads for underperforming content. This approach is vital for saving money and ensuring that your ad spend is directed towards content that has already demonstrated resonance with an audience.
The shift from social media to interest media
Our digital consumption habits have evolved significantly. We no longer primarily receive content from the people we follow. Instead, platforms like TikTok, Instagram, and Facebook now function as 'interest media.' When you open these apps, the content you encounter is curated based on your current interests, not just your social graph. This means that a single, high-quality piece of content, even from a new or relatively unknown account, has the potential to reach a massive audience if it aligns with trending interests or user queries. This shift democratizes visibility, allowing new entrants to quickly gain traction and potentially change the trajectory of their careers.
The demise of traditional search and the rise of AI
The way people search for information and services is undergoing a dramatic transformation due to AI. Traditional search engines like Google are becoming less prevalent. Gary Vaynerchuk shares that he personally has not used Google Search in nearly a year, opting instead for AI-powered tools such as Gemini, ChatGPT, and Perplexity. This shift has direct implications for businesses that rely on channels like Google Adwords. The cost of these ads is increasing, while their effectiveness is diminishing, mirroring the decline of the Yellow Pages in the early 2000s. Businesses must recognize that the funnel for customer acquisition is changing: in four years, people will likely be asking AI bots for recommendations for services, making content indexed by AI crucial for future visibility.
The power of organic content and consistent posting
In the current landscape, the merit of a single, well-executed piece of content is immense. Even if a business has not focused on content creation historically, a strong fourth TikTok post could fundamentally alter its career trajectory, leading to new clients, hires, or opportunities. This is particularly true because organic social media is free, unlike paid advertising, direct mail, or print ads. To leverage this, a high volume of content is necessary. Gary Vaynerchuk himself posts hundreds of pieces of content daily across various platforms and even creates numerous specialized accounts to cater to different interests. Building a personal brand through consistent content creation is becoming the most defensible strategy in this rapidly evolving technological world.
Embracing the 'Thank You Economy' for client retention
Beyond new client acquisition through content, Vaynerchuk advocates for a powerful strategy focused on existing relationships: the 'Thank You Economy.' This involves proactively reaching out to past clients through phone calls, texts, emails, or even handwritten letters. The purpose is not transactional but to genuinely reconnect and show appreciation. This approach scales the unscalable, bringing back the personal touch of the 1940s and 1950s into modern business. By being a good person and simply saying hello, you can stay top-of-mind. When a need arises, or a connection is made, you become the natural choice. This strategy is controllable, requires no new technology, and fosters goodwill that can lead to unexpected opportunities and recommendations.
Leveraging Substack for writers and content creators
For individuals who are strong writers but may be hesitant to appear on video, Substack presents a significant opportunity. This platform, essentially a sophisticated newsletter service, allows creators to build paid subscription models. Vaynerchuk believes that individuals in the audience could potentially earn more from their Substack subscriptions than from their primary professional practice. The strategy involves using AI tools like ChatGPT to research topics relevant to your profession and then providing valuable, free content (the 'jab' content) through your Substack to inform and connect with your audience. This written content can serve as lead generation, demonstrating expertise and building a community that may eventually convert into paying clients or subscribers.
Navigating the dual extremes of technology and analog interaction
The future is being shaped by two extreme forces: hyper-advanced technology (AI, robots) and a return to fundamental, analog human connection. Businesses and individuals must adapt to one or both. Those who embrace technology need to be curious, adaptable, and disciplined, willing to invest time in learning new tools like AI. On the other hand, the analog approach emphasizes genuine human interaction, like the 'Thank You Economy' strategy, or engaging in community-based activities such as running clubs or hobbies. Vaynerchuk suggests that in the coming years, we'll see a significant increase in free time due to technological efficiencies, making these analog pursuits even more important for personal fulfillment and societal balance.
The importance of volume, form, and adaptability in content
Gary Vaynerchuk reiterates that success in content creation requires both significant volume and high form (quality). He uses his own example of posting hundreds of times daily and emphasizes that many people are falling short on both counts. He also touches upon the fear of appearing on video, encouraging those who are uncomfortable to remember that authenticity and varied delivery styles are acceptable. For those who identify as good writers, Substack is highlighted as a viable alternative. Ultimately, the core message is about preparedness: understanding that AI is not a fad and demands adaptation. Business owners must choose to either master new technologies or double down on deeply human, analog connections. The future belongs to those who are proactive and disciplined in their approach, seizing the moment rather than being overtaken by it.
Mentioned in This Episode
●Software & Apps
●Companies
●Books
●People Referenced
Common Questions
The advice is to post all content organically first. If a piece of content performs well organically, then consider running paid ads on it. This mitigates the risk of wasting money on ads for content that doesn't resonate.
Topics
Mentioned in this video
Mentioned as a platform where ads are being posted, and its ad costs are discussed in relation to Google Ads.
Mentioned as a platform where ads are being posted and the strategy of posting content organically first.
Mentioned as a platform for posting content organically first and as a key platform in the 'interest media' shift.
The impact of Google in changing the industry and enabling businesses to outflank incumbents is discussed, contrasting its past influence with the scale of AI's impact.
Mentioned as the company that acquired the tech for Burger King's mobile app and kiosks that Carl Case developed.
Highlighted as a crucial platform for written content and a significant opportunity for individuals to monetize their expertise through newsletters.
Mentioned as an important platform for live shopping, alongside Whatnot, reflecting the QVC-ification of social media.
Identified as a live shopping platform that is gaining traction, particularly for businesses selling physical items.
Mentioned as an AI tool that has replaced traditional Google searches and as a resource for learning about Substack.
Mentioned as an AI tool that has replaced traditional Google searches.
Mentioned as an alternative to Google Search, part of the new AI-driven information funnel.
Mentioned by a questioner as the platform used to film their podcast.
Mentioned as a company that Carl Case sold his tech to.
A free resource offered by the speaker, containing a 55-page deck on attention and content strategy.
The speaker's first book, published in 2009, which discussed making money on the internet through content creation, and was met with public skepticism at the time.
The speaker's upcoming book, set to be released next year, with a thesis that humans will become the next billion-dollar corporations due to AI, social media, and blockchain.
The speaker's second book, the orange one, which advocates for prioritizing gratitude and relationships in business, and is the focus of the current call to action.
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