Stop Wasting Money on Ads (Do This First)
GaryVee argues that the era of directly paying for social media ads without testing organic performance first is over, and businesses should post content organically to validate its potential before spending ad dollars. He emphasizes that we're transitioning from a social media landscape to an interest-based media environment, and that building a personal brand through consistent content creation—combined with both cutting-edge AI tools and old-school relationship outreach—is the most defensible business strategy in 2026. The episode stresses that while AI represents an unprecedented opportunity for rapid business growth, success requires both technological adaptation and a barbell approach of extreme tech paired with analog relationship-building.
Key takeaways
- • Post every piece of content organically first to test performance; only spend ad dollars on content that performs well compared to your baseline, which will save businesses significant money on wasted social advertising.
- • We now live in interest-based media, not social media—platforms deliver content based on user interests rather than social connections, fundamentally changing how to build an audience.
- • AI indexing of your content will determine service recommendations in AI chatbots within 4 years, making consistent content creation now essential for future customer discovery regardless of current followers.
- • Avoid purely transactional "right hook" sales content; instead mix in free value and educational "jab" content that builds trust and creates karma-driven business results.
- • For writers who are camera-shy, Substack presents a significant opportunity to build paid subscriber revenue through written content that can eventually exceed primary business revenue.
- • Success requires a barbell strategy: simultaneously pursue cutting-edge AI and technology while also embracing analog 1950s-style relationship-building (phone calls, handwritten letters, personal outreach to former clients).
- • Distribute content to at least 7 different platforms (YouTube Shorts, TikTok, Facebook, LinkedIn, Twitter, etc.) and aim for 25-40 pieces of content per week to build genuine awareness and break through algorithmic noise.
Recommendations (9)
"At bare minimum, if you're really going for it, one post that is posted on YouTube shorts and TikTok and Facebook and LinkedIn and Twitter."
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GaryVee · ▶ 42:14
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Mentioned (1)
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