7:33
If you were starting from zero today, you have no audience, you have no nothing, no money, no audience, no reputation, no resources, what would you do? I'd make content on the internet. Either about things I know, if I still had my knowledge, yeah, I would talk about I'd be Johnny Pants Maboo, and I would talk about business and wine and sports. The greatest equalizer that the world has ever seen is social media. Literally, there's no gatekeeper. Uh, the man is keeping me down. The algorithm doesn't give a [__] No, it doesn't.
The algorithm doesn't give a [__] And you can only really appreciate that and understand it. And I'll contextualize it because when you came up in the fashion industry, the key to the kingdom were held by three people, right? It was like there were a finite amount of hair people and makeup artists and stylists and that was it. And unless you were in with those people, there was [__] nothing. Now, it's completely democratized. Completely. At a scale that is insane. So, what do you think that this generation have got going for them that like no other generation has had?
Opportunity. Yeah. Again, this is what blows me away. One stupid piece of content that tells you that the boomers took all the opportunity away from the kids makes kids believe the complete opposite of what they see every day, which is unlimited people that look like them winning. When I was coming up the game, you had to eat [__] for 15 years to begin the first days of opportunity. What's the content that you put out that gets the views? that gets views is the extremities of random ass [__] When I in the green room of a talk said blueberries were underrated and I love them, that was one of my most successful videos of all
time. I promise you that wasn't on my strategy sheet. So, back to your point, sometimes it's the human stuff. And then there's other videos that are the emotional stuff. When that young woman came to me after a talk and she said, "One day I'm going to be somebody." And I'm like, "You're somebody now." That works, the emotional. And then the third one, the tactical. So, something of value. Now, value comes in all shapes and sizes. Why does somebody that's unbelievably attractive, male or female, get a lot of likes? Because being attractive is value. Why does somebody who's a comedian get a lot of like because being funny is value. But mentorship, coaching, uh skill set learning, those things are value, too. It's just value. The problem
for almost everyone in this chat right now is when they get excited to make a piece of content, it's to tell somebody to buy a house from them. One of the most interesting debates that I've watched play out in the last decade is the concept of quantity versus quality. Let me be very blunt with this. Quantity is not debatable. You either make 800 pieces of content or you make one. Right? It's It's It's not subjective. It's objective. 800 versus one is 800 versus one. Quality is subjective. What makes quality?
Is it the production value? Is it the substance of your video? Is it the lighting? Is it the audio? I believe quantity is a meaningful competitive advantage. And I think the receipts have played out. If you look at the people that are winning, quantity is a very consistent variable in the brands and the people that have elevated over the last 3 years. Social media died 4 years ago, and for the last 4 years we've been in interest media, which means you no longer get the content on your feeds from the people you follow, like your [__] cousin or your best friend from middle school. You get content based on what you've recently been into. It's super crazy where we are in social.
Do you know that if you went outside right now and made a video of eating a banana and drinking a rum and coke and posted it, that people that have a high propensity of interest in bananas and rum and Coke might be the first people that see that content. All you have to do is make organic social media content over and over again in as many different ways as possible across Facebook, Instagram, TikTok, YouTube shorts, LinkedIn, different thumbnails, different hooks, complete insane psycho discipline. 5 years ago, the worst advice someone could give you is to create new handles. Today, it's the best advice because we live in interest media, not social.
What was your name again? I'm sorry, darling. Amber. At Amber in marketing with zero followers on TikTok with your first post being something smart can get 500,000 views or five, but you we can now all stand up net new handles and make content there if we're concerned about shocking our audience. Let me remind you a couple of things. Your audience, less than 5% of their consumption for a massive influencer is happening on your grid. Yet, the amount of time you [__] think about your grid and making sure it's aesthetically to your subjective pleasing, even though it's hurting you on getting views on your posts, blows my mind.
Your content is going to be posted in your Amber account or the people you work with. It's going to get posted. It's going to be consumed in feed. Your audience is not your audience that follows you anymore. Your audience is the people interested in the content you just made. I would also argue that if someone follows you for fashion and you post a marketing video, they're just going to skip through it. No one's going to be like, "Fucking Amber."
Yeah. Like this concept that we've created for ourselves, when I post about collectibles and all of you want me for business advice, you don't stop in the feed where you could see Gary's about to talk about comic books, you could give a [__] about that. But when my next post is about live shopping strategy to grow your personal brand, you stop. You understand? Do some people unfollow? Now, if you go into politics, be prepared to get unfollowed. If you go into certain areas, sure. But if I'm talking about especially things that I think a lot of you could really, really go to, which is
like little niche fun things that just round out your personality. Like you love to make clothes by hand, yarn or like, you know, just little certain maybe you can hacky sack. By the way, a lot of you are so precious and on a pedestal, showing some humanity would really help you. A lot of you in this room are a little too perfect, aka fake. You showing something that's a little bit dorkier or silly could do a lot of you a lot. The first thing you have to do strategically is understand that every one of your companies are a media company that happens to be selling a product. That's number one. And when that becomes the case, you know, people always like, "Oh, Gary, easy for you to, you know, oh, you know, like especially in the when I say
something like I just said, 'Oh, easy for you, like you have a full team.'" I'm like, "Fuck you." And the reason I say that is I made my own content for 8 and 1/2 years before I hired my first person. Like they're all the receipts are out there. February 21st, 2006, Wine Library TV, no lighting, no mic. I look like I'm a hostage in Afghanistan. And I'm just reviewing wine from the bottom of my little heart in a world that nobody was watching. Nobody was on YouTube. You guys are so fortunate. The world's attention is on that phone and you can post for free. So, no money, respect, but again, no one here is actually at zero dollars. They're not in their kitchen.
Like, they're somewhere. Where do they spend their money? For what? Two, I don't want to hear time. Because if you have the audacity that you're trying to build something and you're going to tell me that you do not have time to create content to build brand and to grow your business, I don't even know what you're doing. What are you doing? What could you possibly be doing that's more important than letting the world know why they should buy your thing?
