Key Moments
You Might Be Making Content Completely Wrong
GaryVeeKey Moments
Quantity over quality is key in the attention economy, where AI content generation is booming but human authenticity still wins.
Key Insights
The core shift in social media is from a 'following' model to an 'attention media' model, where content is served based on user interests, not just who they follow.
Quantity of content is a competitive advantage, with successful brands and individuals in the last three years consistently producing more content across more platforms.
AI can be used for scaling content creation, but human creators can differentiate by leaning into authenticity and humanity.
The future of business lies in brands acting as media companies, starting with content creation on platforms like Substack, Beehiiv, video, or podcasts.
Analog businesses like landscaping, restaurants, running clubs, and ski lessons are poised for a resurgence as a counterbalance to extreme AI and digital immersion.
The '15-85-5' system, where a leader is involved in the initial 15% of idea generation and the final 5% of refinement, leaving the middle 85% to the team, is presented as a highly effective operational model.
The shift from social media to attention media
The digital landscape has fundamentally changed from a social media model, where users primarily consumed content from people they followed, to an 'attention media' model. This new paradigm prioritizes serving content based on a user's current interests and behaviors on the platform, rather than their social graph. Platforms like TikTok exemplify this shift, curating feeds based on observed engagement. This means that a creator's ability to capture attention is now paramount, regardless of who their audience follows. This evolution is driven by the underlying algorithms and technology, most notably the rise of artificial intelligence.
Quantity as a competitive advantage
Gary Vee argues strongly for quantity as a genuine competitive advantage in content creation. He posits that 'demonizing quantity' is a major career weakness for creators. Evidence suggests that individuals and brands experiencing significant growth in recent years have consistently produced a higher volume of content across multiple platforms. While quality is subjective and relates to production value, substance, lighting, and sound, the sheer output of content is an objective, measurable factor. The argument is not that quality is unimportant, but that a prolific output increases the chances of connecting with an audience and achieving success. This prolific approach ensures consistent presence and opportunities for content to be discovered and resonate.
AI and the creator's dilemma: Scale or differentiate?
Artificial intelligence is rapidly changing content creation, offering creators a powerful tool for scaling their output. Gary Vee presents a choice: either leverage AI to produce more content or deliberately opt out of its use to stand out through human authenticity. He advocates for a 'both/and' approach, suggesting that creators should embrace AI while also leaning into their unique human qualities. The core idea is that while AI can generate content, it is the human creator's originality, emotion, and storytelling that build genuine audience connections. The challenge lies in finding the right balance, using AI as an amplifier rather than a replacement for human creativity and personal touch.
The enduring power of human connection and real-world experiences
Despite the digital deluge and the rise of AI, Gary Vee emphasizes the growing importance of real-world experiences and direct human connection. He invests heavily in building the infrastructure for such experiences, citing the resurgence of live music, sporting events, and even the demand for retro technology like vinyl records and Polaroid cameras. This trend suggests a counter-movement to extreme digitization, where tangible, in-person interactions become more valuable. This philosophy extends to his business ventures, like VeeFriends, which aims to build intellectual property with underlying messages of positivity and values, fostering a sense of community and shared experience beyond the digital realm.
VeeFriends: Building IP with purpose
Gary Vee's creation of VeeFriends is a significant venture focused on building intellectual property with inherent value and positive messaging. He likens the endeavor to the intellectual property of his childhood, like He-Man and G.I. Joe, which carried moral lessons. VeeFriends characters, such as 'Patient Panda' or 'Empathy Elephant,' are designed to convey messages of patience, love, and responsibility. This initiative is both a personal passion project and a business strategy, aiming to create a brand that contributes to modern upbringing and education in a meaningful way. The success of VeeFriends trading cards and merchandise on platforms like eBay indicates a strong market demand for this type of purpose-driven IP.
Live shopping and the future of commerce
Live shopping, once a niche concept, is rapidly becoming mainstream, with platforms like TikTok Shop projecting significant sales volume. Gary Vee attributes this growth to the integration of social DNA into e-commerce, a fusion that Chinese tech giants have mastered. Unlike traditional retail giants who may lack social savvy, TikTok has effectively brought the energy of ByteDance to the US market, creating influential products in affiliate marketing and live shopping. The consumer was always ready; the innovation in product and platform delivery was the missing piece. He believes that as attention shifts to social media, live shopping, akin to QVC's television model, offers a compelling new frontier for commerce.
The '15-85-5' system and immersive learning
Gary Vee introduces his '15-85-5' system as a highly effective operational framework. In this model, he wants to be involved in the initial 15% for idea generation and strategic input, allowing his team to handle the subsequent 85% of execution. He then re-engages for the final 5% to add finishing touches. He sees parallels between this system and how AI can be used, where initial prompts are crucial, followed by AI execution and human refinement. Complementing this, he champions 'learning by osmosis,' where new hires and executives immerse themselves in meetings and discussions across various departments to absorb company culture and knowledge. This approach accelerates learning and fosters a deeper understanding of the business.
The resurgence of analog businesses in an AI-dominated world
In anticipation of a future heavily shaped by AI, Gary Vee predicts a significant boom in analog businesses. He believes that as technology becomes more pervasive, people will crave real-world, tangible experiences. Businesses like landscaping, restaurants, running clubs, and ski lessons are poised for growth because they offer an escape from the digital realm. He views this trend as a natural counterbalance to extreme AI integration, suggesting that the future will require a blend of both digital and analog engagement. The winning strategy, he posits, is to build companies with the mindset of 1965, embracing analog fundamentals while leveraging new technologies.
Mentioned in This Episode
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●People Referenced
Common Questions
Attention media, as defined in the video, is content served to you based on your behaviors and interests on a platform, rather than solely based on the people you follow. This is a shift from traditional social media, which was built on the premise of content from your social circle.
Topics
Mentioned in this video
Mentioned as an early platform Gary Vaynerchuk invested in, which focused on content based on interests rather than following specific people.
Gary Vaynerchuk was an early advocate for this platform, recognizing its potential beyond its initial perception as just a platform for young girls dancing.
Cited as an example of a band whose talent Gary Vaynerchuk likely possessed an intuitive understanding of.
A social media platform that Gary Vaynerchuk did not believe would be successful, contrasting with others who thought it would be significant.
Listed as a platform that did not succeed, which Gary Vaynerchuk is proud of having correctly predicted.
A platform that paved the way for Instagram and Path, and is now part of Gary Vaynerchuk's retrospective on past internet ventures.
Mentioned as a platform that benefited from the groundwork laid by earlier services like Daily Booth.
Mentioned as a platform for publishing articles, and suggested as a destination for repurposed content from live shows.
Suggested as a platform where creators can easily post repurposed content from their main shows.
Mentioned as a platform where creators can easily post repurposed content from their main shows.
Cited as an example of a successful live show format with high production value, comparable to a meeting between ESPN and Bloomberg.
Gary Vaynerchuk's first viral video appeared on the homepage of dig.com.
Mentioned in the context of video games and the nostalgia of the 80s.
Mentioned in the context of video games and the nostalgia of the 80s.
Gary Vaynerchuk recognized the shift to 'attention media' on TikTok early on, where content is served based on user behavior rather than just who they follow.
The host mentions working for Aldi, a German grocery store chain, in their first job after graduation in Chicago.
Mentioned as a band whose talent Gary Vaynerchuk likely had an intuitive understanding of.
Mentioned as a band whose talent Gary Vaynerchuk likely had an intuitive understanding of.
Mentioned as a platform that did not succeed, which Gary Vaynerchuk is proud of having correctly predicted.
Mentioned as a platform that benefited from the groundwork laid by earlier services like Daily Booth.
Gary Vaynerchuk's initiative focused on building intellectual property and positive messaging through characters, which he is deeply invested in.
Mentioned as one of the companies Gary Vaynerchuk was heavily involved in during a period when he felt he wasn't producing enough content.
Mentioned as one of the companies Gary Vaynerchuk was heavily involved in during a period when he felt he wasn't producing enough content.
Mentioned as a platform where content creators can publish articles, and as a target for repurposing content from live shows.
Mentioned as a benchmark for the production quality of successful live shows like TV PIN.
Mentioned as a benchmark for the production quality of successful live shows like TV PIN.
The company where Gary Vaynerchuk invests heavily in building infrastructure for real-world experiences.
Mentioned as a platform for live streaming, similar to the format the host plans to adopt.
Suggested as a platform to search for sold VFriends trading cards and collectibles.
A long-standing home shopping network, mentioned as a precursor to the social media 'QVC' that has now emerged.
Gary Vaynerchuk is seen on this platform, which is part of the live shopping ecosystem.
Mentioned as a major player in live shopping, projected to exceed $20 billion in sales in the US.
The company behind TikTok, which brought its energy to the US market, creating influential products in affiliate marketing and live shopping.
Used as an example of innovation that created market readiness, similar to how live shopping emerged when the product was ready.
Mentioned as one of Gary Vaynerchuk's companies, but not one that currently gives him the same level of joy as VFriends meetings.
Mentioned as one of Gary Vaynerchuk's ventures, but not one that currently gives him the same level of joy as VFriends meetings.
Mentioned in a listener question about a 2015 blog post predicting brands would become media entities.
Listed as an example of a band whose talent Gary Vaynerchuk likely had an intuitive understanding of.
Mentioned as a band whose talent Gary Vaynerchuk likely had an intuitive understanding of.
Gary Vaynerchuk's first viral video was featured on TechCrunch.
Gary Vaynerchuk uses his interest in the New York Jets as a mental escape during tough times.
Gary Vaynerchuk uses his interest in the New York Knicks as a mental escape during tough times, especially during playoff games.
Mentioned as one of Gary Vaynerchuk's companies, but not one that currently gives him the same level of joy as VFriends meetings.
Mentioned as one of Gary Vaynerchuk's ventures, but not one that currently gives him the same level of joy as VFriends meetings.
Used as an analogy for how younger athletes could surpass even legends in their later careers, similar to how new content creators can surpass established ones.
Mentioned as a younger athlete who could potentially surpass an aging Kobe Bryant.
Mentioned as a younger athlete who could potentially surpass an aging Kobe Bryant.
Gary Vaynerchuk was invited onto Conan O'Brien's show after his first viral video.
Gary Vaynerchuk was invited onto Ellen DeGeneres's show after his first viral video.
Mentioned as someone Gary Vaynerchuk was with when he bought items for his first viral wine tasting video.
The main speaker and entrepreneur, discussing content creation, attention media, AI, and his various ventures.
Stated to not possess 'social DNA', contrasting with founders in China who have a blend of social and retail expertise.
Stated to not possess 'retail DNA', contrasting with founders in China who have a blend of social and retail expertise.
Gary Vaynerchuk was invited onto The Today Show after his first viral video.
Mentioned as an example of children's media from the 80s that delivered positive messages and life lessons.
Mentioned as an example of popular intellectual property from the 80s that Gary Vaynerchuk grew up with.
A VFriends character that is a favorite of Gary Vaynerchuk's daughter.
Cited as an example of children's media from the 80s that delivered positive messages.
Mentioned as an example of children's media from the 80s that delivered positive messages.
Mentioned in the context of collecting cards, alongside Pokemon and VFriends trading cards.
One of the VFriends characters, representing bravery and ambition, and is popular among Gary Vaynerchuk's daughters.
A VFriends character that is a favorite of Gary Vaynerchuk's daughter.
Mentioned as an example of popular intellectual property from the 80s that Gary Vaynerchuk grew up with.
Mentioned as an example of popular intellectual property from the 80s that Gary Vaynerchuk grew up with.
Mentioned as an example of popular intellectual property from the 80s that Gary Vaynerchuk grew up with.
One of the VFriends characters, representing bravery and ambition, and is popular among Gary Vaynerchuk's daughters.
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