The Social Media Strategy Nobody Is Using
GaryVee delivers a keynote at Natural Products Expo West emphasizing that CPG brands must function as media companies first and focus on organic social content production across multiple platforms to build brand awareness and scale. He argues that the biggest opportunity for emerging food brands lies not in paid advertising but in mastering interest media—where algorithms surface content to engaged audiences rather than relying on follower networks—and he backs this philosophy with his personal plan to post 400+ pieces of organic content daily across nine platforms starting May 1st.
Key takeaways
- • CPG companies should allocate 20% of their marketing budget to organic social production across at least seven platforms, not just Instagram and TikTok, to capitalize on the shift from social media to interest media.
- • YouTube Shorts are critically important because the content feeds Google's Gemini LLM, allowing products to surface in AI search results when consumers query health-related terms.
- • Scaling organic social content doesn't require a large team or budget—GaryVee created content solo for 8.5 years before hiring staff, so entrepreneurs claiming "no time" are making excuses rather than prioritizing their business growth.
- • Authenticity and non-compromise across brand positioning, culture, and product quality are essential; brands that posture clean ingredients while using questionable additives (or leaders who tolerate toxic high performers) create vulnerabilities that undermine long-term success.
- • When organic content performs exceptionally well (800 views → 57,000+ views), savvy brands repurpose that creative as paid ads, CTV campaigns, or even TV commercials—a midfunnel-to-funnel strategy that maximizes ROI on content investment.
- • Self-awareness is foundational to success; founders and operators must understand their natural strengths and surround themselves with people who excel at tasks they don't, rather than wishing they were someone else.
- • AI is not a threat but an opportunity—no one is "behind" because catching up on emerging technologies like Claude, OpenAI, or Perplexity requires only education and effort, not innate advantage.
Recommendations (5)
"Google AdWords, a day came out, I bought every wine term. They were five cents a click for the first six to 12 months."
GaryVee · ▶ 3:15
"YouTube Shorts has never been more important to this room because the content you put out on YouTube Shorts is feeding the Gemini LLM."
GaryVee · ▶ 13:13
Mentioned (8)
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