What Every CEO Must Know About Branding in Today’s Digital World | Dawson Gibbs

Summary

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Podcast Summary: The Entrepreneur DNA

Episode: What Every CEO Must Know About Branding in Today’s Digital World | Dawson Gibbs
Host: Justin Colby
Guest: Dawson Gibbs
Date: December 1, 2025

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Episode Overview

This episode dives deep into the modern realities of personal and corporate branding in the digital era, with a strong focus on practical, applicable strategies for entrepreneurs, founders, and CEOs. Branding expert and content agency owner Dawson Gibbs joins host Justin Colby to discuss the necessity of social media presence, the process of rebranding, best practices for content creation, the evolving landscape of influencer marketing and AI, and the crucial mindset shifts needed to succeed in a crowded digital environment.

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Key Discussion Points & Insights

1. The Necessity of Social Media for CEOs and Founders

[02:10 – 03:14]

• Both speakers stress that every entrepreneur must have a social media presence to build credibility and attract opportunities.
• Dawson emphasizes that potential partners and clients often do their due diligence by reviewing someone’s online presence.
  • Quote: "If you have a business in general, you’re just trying to grow something... and you don’t have any social media, then you’re kind of leading your brand blind.” — Dawson [02:26]
• Social is not just about vanity metrics—it's fundamentally about building trust and authority.

2. Rebranding: Why and How to Do It Authentically

[03:14 – 06:55]

• Justin shares his decision to rebrand from a wealth-building real estate angle to a transparency-focused brand that helps peers avoid common pitfalls.
• Dawson recounts his own rebrand, transitioning from fitness influencer to marketing and entrepreneur content.
  • He lost followers but gained more engaged and high-value connections.
  • Quote: “If you want to attract big clients, you want to attract a really core audience, you have to be vulnerable and you have to be relatable.” — Dawson [05:58]
• Both stress rebranding as a process that takes time and courage, with results coming from genuine connection and value offered to the audience.

3. Overcoming Fear and Mindset Blocks in Content Creation

[06:55 – 11:24]

• Most people hesitate to show up on social media due to fear of judgment. Dawson urges listeners to “just post it” and stop overvaluing others’ opinions.
  • Quote: “Fear of man fails everyone. When people put their head on the pillow at night, they're caring about their bills, worrying about their family. They're not thinking about you, dude.” — Dawson [09:43]
• Justin reframes the act of content creation as a moral imperative: if you have value to offer, withholding it is doing others a disservice.

4. Dawson’s Agency Approach: Fast-Paced Execution and Mass Content Creation

[13:12 – 20:20]

• Dawson describes his company, Evo Marketing Agency, and its model: matching brands with thousands of creators, producing and testing huge amounts of content, and iterating rapidly.
  • Quote: “It’s not about the quality response or the quality thing that you’re going to put in place. It’s really just do it faster.” — Dawson [14:22]
• Evo offers full-service packages, from content production to creative testing, influencer collaborations, and ad scaling.
• Their process involves testing content organically, identifying winning formats, and pushing those out through influencers and paid channels.

5. Practical Content Strategies for Entrepreneurs Rebranding

[22:24 – 26:08]

• Dawson advises mixing three main content types:
  • Educational/Expertise: 40% (e.g., real estate or business advice)
  • Entrepreneurial/Mindset: 40%
  • Behind-the-Scenes/“Day in the Life”: 20%
• Stories and organic, “selfie-style” content create deeper audience connections. Authenticity outperforms over-produced, hyper-edited videos.
  • Quote: “Half of it needs to be just talking to the camera... like you’re FaceTiming your friend.” — Dawson [24:38]
• Document over create: focus on sharing real experiences rather than chasing perfection.

6. Testing, Iteration & Doubling Down on Winners

[28:41 – 34:24]

• Both discuss A/B testing content to discover what resonates (hooks, formats, settings).
• Review top-performing content every 2 weeks and iterate content strategy accordingly.
  • Quote: “Every two weeks you’re assessing the top 10% performing videos... and then just doubling down on that next week.” — Dawson [32:52]
• Patience and persistence are key: “overnight success” is an illusion built on years of consistency.

7. Who Needs to Do Content and How? Outsourcing and the Rise of AI

[35:52 – 40:03]

• If you don’t want to make content, hire people who do. Brand founders don’t have to be the face—user-generated content (UGC) creators or even AI-generated personalities can represent a brand.
  • Quote: “If you don’t want to do it, but you want the benefits, you just have to hire someone that’s good at it to do it. It’s simple as that.” — Dawson [36:25]
• AI is evolving, but for now, human authenticity still prevails. However, the technology is rapidly approaching undetectable realism.

8. Content Ecosystem: Where to Start & Scaling Production

[40:03 – 43:57]

• Recommended for beginners: start with selfie videos or have someone interview you and clip out the content.
• Repurpose content across platforms (Instagram, TikTok, YouTube Shorts, etc.), but monitor platform feedback.
• Post frequency: ideally 3–4 times per day, repurposed across channels.
• Podcasting is a rich source of content—clip long-form conversations into micro-content.

9. Practical A/B Testing and Platform-Specific Tips

[45:55 – 51:08]

• Justin introduces “trial reels” on Instagram as an A/B testing method for hooks, which Dawson relates to similar TikTok strategies.
• Continual experimentation, even with the same video/hook, is necessary as performance varies widely.

10. Feedback, Iteration, and Product Development via Social Content

[49:45 – 51:16]

• Dawson highlights how real-time organic feedback from social can inform product development as much as sales strategies.

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Notable Quotes & Memorable Moments

• On Social Credibility:

  • “It gives you even more credibility as a CEO, as a founder… when someone wants to partner up with you and they have no idea who you are, but they can go to your Instagram or your TikTok and you have all these videos.” — Dawson [02:26]

• On Facing Fear of Judgment:

  • “Fear of man fails everyone... When people put their head on the pillow at night, they’re caring about their bills... They’re not thinking about you, dude.” — Dawson [09:43]

• On Rebranding and Losing Followers:

  • “I started connecting more with the audience that was following me. Lost a pretty good amount of followers... which is totally, totally okay. Because now I’m rebranding towards helping entrepreneurs.” — Dawson [05:04]

• On Content Mindset:

  • “People love the destination... but you have to actually love the journey in the process of doing what you love every single day. Eventually it will happen, you just have to keep going.” — Dawson [35:24]

• On Outsourcing Content:

  • “If you don’t want to do it... that’s totally fine. But just don’t make the excuse that you don’t have enough attention on your brand… you need to hire someone to be the face of your brand to do the videos.” — Dawson [36:25]

• On Brand and AI:

  • “I think in the next 6–12 months [AI] will probably be undetectable.” — Dawson [39:46]

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Actionable Takeaways & Best Practices

• Be visible—every CEO/founder should have a public social media presence.
• Rebrand authentically: Don’t be afraid to pivot, lose followers, or show vulnerability. Long-term brand equity comes from authenticity.
• Overcome fear: Post content despite anxiety about judgment; most people don’t really care.
• Content mix: Balance personal narrative, expertise, and behind-the-scenes to deepen audience texture.
• Test relentlessly: Constantly A/B test video hooks, formats, topics, and settings. Iterate based on data every 10–14 days.
• Document, don’t over-create: Share real moments and lessons in a face-to-camera, unscripted style.
• Consider outsourcing: If you lack time or passion, use agencies, UGC creators, or even AI avatars to handle content.
• Patience + Consistency: Success on social is built over years—not weeks or months.
• Feedback loop: Let early organic content inform your product/service offering before spending big.

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Resources & Contact

• Dawson Gibbs:
  • Instagram/TikTok: @evodawson
  • YouTube: Dawson Gibbs
  • Agency: Evo Marketing Agency
  • Website: evomarketingco.com

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Closing Inspiration

“Doesn’t matter how long it takes, doesn’t matter how hard... If you love what you do and you’re passionate about it and you’re willing to put 10 to 20 years into it... it’s worth it at the end.”
— Dawson Gibbs [52:31]

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Recommended for anyone looking to build a personal or business brand, especially those wrestling with self-doubt or seeking actionable insights to break through on social media in 2025.

Transcript

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[Dawson Gibbs]

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[Podcast Host (Dawson's Interviewer)]

What is up Entrepreneur DNA Fam this episode has a guest that I think all you guys are gonna want to hear from. This is a brand specialist, a content specialist, someone who knows how to take the brand and create growth and use your content for that growth so you can do whatever you want with your brand, with your company and target the very right people that you want to be targeting. Dawson Gibbs is in the house.

[Dawson Gibbs]

What's up dude?

[Podcast Host (Dawson's Interviewer)]

What's up?

[Dawson Gibbs]

You having me?

[Podcast Host (Dawson's Interviewer)]

Yeah, dude. This is gonna be good. The reason why I think this is gonna be so good is because this is your wheelhouse and I personally have questions selfishly that I think our audience is going to get where I'm going to be asking your advice on what I'm doing with my brand and the rebranding and the advice you give me.

[Dawson Gibbs]

Awesome. Let's get it going.

[Podcast Host (Dawson's Interviewer)]

So for all those out there watching this to some level, they probably have some level of social media and if you, if they don't. I'm going to say they absolutely should. Right. If you have any level of desire of growth in entrepreneurship or business, everyone should have a level of social media. Wouldn't you agree?

[Dawson Gibbs]

100. Social media. I mean, if you have a business in general, you're just trying to grow something and yourself as a founder or CEO, you don't have any type of social media, then you're kind of leading your brand line. Right. So that gives you even more credibility as a CEO, as a founder of a brand, when someone wants to partner up with you and they have no idea who you are, but they can go to your Instagram or your TikTok and you have all these videos talking to the camera and they know kind of like who you are and what type of person that you are. I mean, I can't tell you how many deals that I've gotten just because I had a following on Instagram and TikTok where it gives that credibility. And also, I'm not just leading my brand and also my company blind to other big CEOs that have a big following. We can kind of relate and it kind of gives that credibility. So.

[Podcast Host (Dawson's Interviewer)]

So I believe from our previous conversation, you've gone through kind of a rebranding of yourself, correct?

[Dawson Gibbs]

Definitely. Yeah.

[Podcast Host (Dawson's Interviewer)]

So. So let's get into this. And hopefully I'm speaking to the audience as much as I'm taking in this conversation.

[Dawson Gibbs]

Yeah, yeah.

[Podcast Host (Dawson's Interviewer)]

But I personally, right this very moment, as we are sitting here, as of last week, I'd made a very strong decision to kind of rebrand myself. And in. In what I put out on the social media world, in what I podcast about, and that is rebranding into. Instead of the guy that can help you make money through real estate and use real estate as a catalyst to become rich and wealthy. What I really want to be able to do is point the faults that I've gone through and the challenges that I have faced and start to help people protect themselves around those potholes and speed bumps. Because I believe everyone out there on social media, podcasts, etcetera, they're all out there. Here's how you get rich. Here's how you get wealthy. Here's how you get rich. But there's no one out there saying, here's how you don't eat shit along the way. Here's how you don't fall into the depths of hell along the way. There's no, you know. So I'm going through a very intentional rebranding because of my own experience. 20, 24 being the hardest financial year in business I've ever had. It is coming from a place of the. The battle, the scars. Right. So how do you go through a rebranding like that?

[Dawson Gibbs]

Number one, I mean, myself, even in the last 12, say 14 months, I've been going over a rebranding myself. And for the last six to seven years of social media, it was all about fitness, bodybuilding, you know, flex in the mirror type of things, and had a bunch, bunch of success, got up to 200,000 followers on Instagram and ton of engagements, ton of comments, ton of followers. But I knew that I couldn't build something sustainable and a legacy and an empire of a big company with just like, guys just want to follow me because it's like I was ripped.

[Podcast Host (Dawson's Interviewer)]

Right.

[Dawson Gibbs]

And I did some fitness coaching, I did some online coaching and made a pretty good amount of money per month. And. And I was just like, ah, this is just not my type of thing. So I of course didn't stop fitness, I didn't stop bodybuilding, but I kind of went back from that with my content, which I kind of just like completely stopped doing that. And I just started talking more with my rebranding. I started connecting more with the audience that was following me. Lost pretty good amount of followers, like 10,000 followers from people that, you know, only follow me from bodybuilding or fitness, which is totally, totally okay. Because what now I'm doing is rebranding towards a marketing, you know, guru and trying to help entrepreneurs get better at social media, get better at doing organic content, how to connect with influencers, how to, you know, why organic is so good. And also we do paid ads on top of that. And I want to give as much value as humanly possible. It's not a lot of value of just like taking your shirt off and flexing.

[Podcast Host (Dawson's Interviewer)]

Right.

[Lowe's Announcer]

Yeah.

[Dawson Gibbs]

So. And if you want to attract big clients, you want to attract a really core audience, you have to be vulnerable and you have to be relatable. So, like, you talking about your losses or whatever might be. I've been, I've started doing that as well. And you can see where you get more dms, you get more comments that are actually like real people asking real questions all the time, not just like, you know, a guy just saying, like, fire emoji. Yeah. So you can see that it will take time. A rebranding takes time. It's still taking time for me.

[Podcast Host (Dawson's Interviewer)]

Sure.

[Dawson Gibbs]

And I just haven't had too, too much time to like, fully focus on my personal content because now we're I mean, we're producing so much content for other brands.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

But now I'm trying to find a team behind me, so like a videographer, editor, and content operator and to help me with my own personal stuff. But definitely, number one with rebranding is just be your. Be yourself. Be original. Do what you like to do. Just talk like you're talking to a friend on FaceTime.

[Podcast Host (Dawson's Interviewer)]

That's great. So this is whether it's rebranding or maybe someone's out there. She's struggling to try to do it right. Like, I don't love this. I think that's the vast majority of people, I think, myself, yourself. There's a very small amount of people who kind of like, I don't really care, like here, whether it's a photo or a video. Like, we have a little bit of this. I don't give a shoulder shrug. Like, whatever. It is what it is. I think 99 of the people are not us. We are the outliers. Talk to them. Like, what can they start to. How do they reframe it in their head to say, okay, just get good going. Just put it out there? Because ideally, that's how they grow their business. That's how they get more clients. That's how they make more money. That's how they do more good in the world. That's how they offer more value.

[Dawson Gibbs]

Okay, so there's two things I can come and go from this. Number one, the more value that you. You give an audience, you give someone, the more that you're reputable and you are so more credible in that space. Like, you knew you not doing content deflects away from how much knowledge someone knows that you have. So the more that you post, the more that you talk to someone and give them more value. Just like any type of relationship, you're kind of building relationship with your audience, but in a particular niche of whatever market that you're in for your business, the more content that you put out, the more of a professional you look like. So people want to pay you for your time or pay you for your value that you're giving them for free, know, instead of you, like, not doing that and trying to, like, pay them. I mean, you know, charge them to pay you, and they have no idea who you are. They have no idea that you know anything because you've never done any videos organically. It's just like, there's a. A fine line in between, like, how much you. You can't do that. Right. So. And then the other thing is, honestly, the biggest thing is a mindset thing. It's either, hey, I did 30 videos this last month and I got zero sales from it. Right. So that's number one.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

Kind of like a sales thing. Like people are not willing to do 12 months, eight years like I did in order to get a single amount of dollars from, from doing social media. Right, right. And you have to play like every single person that does a podcast. Right. They're all about like, well, you know, it's going to take you 10 to 20 years to just see something. More than likely it probably will.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

Right. So you, the sooner you start, the sooner you'll get that results back. And you have to be willing a mindset to go for the next to 10, 20 years. But it might, it might happen in three years, but you have to be ready for the 10 year span. And also last thing is like you have to stop caring about other people's opinions. That's the normal thing. That, that is probably the single thing that stops people from achieving their goals. And just like stepping forward is, is the fear of man. Like fear of man fails everyone.

[Podcast Host (Dawson's Interviewer)]

That's right.

[Dawson Gibbs]

So you just post it. Don't care what your mama says, don't care what your best friend says. Just post it. At the end of the day when people put their head on the pillow at night, they're caring about their bills, woring about their family.

[Podcast Host (Dawson's Interviewer)]

They're not thinking about you, dude, you.

[Dawson Gibbs]

Know, for maybe three minutes of the day. Like you're not that big of a deal. Right. So like just post it.

[Podcast Host (Dawson's Interviewer)]

I, I've heard it in another way. One of my mentors said, you want to really get morbid with it. Think about how many of these people are going to show up to your funeral if you die.

[Dawson Gibbs]

Exactly.

[Podcast Host (Dawson's Interviewer)]

None. 100% 00 of them are going to have that level of care. So get out of your own way. They're going to think about you for 30 seconds. They're going to, you're going to fall out of their head and you're going to move on. And, and you know, one of the things I, I spoke to one of my one on one members the other day and she is having a very hard time getting going on social. I should probably just connect you guys. But what I told her is she cares. She has more care about the judgment others are going to give her than the value she wants to provide. It is more important for her to hide so she doesn't get judged than it is to provide the value. And I said, you're then you're incongruent with yourself. Which gives you another reason not to go out on social is because you're lying to yourself about you want to provide value. Which she has all the expertise to provide the value, but she has more care inside of her about is she gonna get judged and she has care to offer the value she has.

[Dawson Gibbs]

Yeah.

[Podcast Host (Dawson's Interviewer)]

And honestly, I tell most people when you're coming from a place of like you genuinely want to give the value, you are doing a disservice to others.

[Dawson Gibbs]

Yep.

[Podcast Host (Dawson's Interviewer)]

And if you reframe it saying I'm actually harming others by not offering the value that I have, you could start to gain some courage and gain some like I don't give a I need to post this because otherwise I'm going to hurt someone. Yep. That potentially needs the value of to provide.

[Dawson Gibbs]

Yep. 100%.

[Liberty Mutual Announcer]

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[Limu Emu Narrator]

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[Liberty Mutual Announcer]

Cut the camera. They see us.

[Liberty Mutual Ad Voice]

Only pay for what you [e-mail] Liberty Liberty Liberty Liberty Savings Ferry under by Liberty Mutual Insurance company and affiliates. Excludes Massachusetts.

[Lowe's Announcer]

Bring home a winter wonderland shop Lowe's limited time doorbuster deals during Black Friday to save big on holiday staples. Show your cheer with select two court poinsettias for $6 and shine and shimmer with 100. Count holiday living incandescent string lights now four for $10. Then get a fresh cut Christmas tree now 25% off your holiday list. Lives at Lowe's. We help you save offers valid through12.1 poinsettias and fresh cut trees in store only. Selection varies by location. While supplies last. Excludes Alaska and Hawaii.

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[Podcast Host (Dawson's Interviewer)]

Edu So you're, you're now where are you working? What is your agenda? You did this rebranding. You were the fitness guy, you were the ripped abs guy. You're now essentially working with individuals like myself and many others on Their content. What's, what's your main focus right now?

[Dawson Gibbs]

Main focus is. Funny thing is like when I was 14, 15, doing entrepreneurship, I've, you know, had plenty of businesses before Evo and while I was doing bodybuilding, fitness, I was also doing businesses and trying to do all that stuff. And I always like, was trying to figure out what type of entrepreneur I was. Like, was I just a venture? What I could have just a couple employees, but I always knew I just wanted like a massive team and be a leader and, and have like, you know, wars behind me and just, you know, go to war.

[Podcast Host (Dawson's Interviewer)]

Did you come from an athletic background?

[Dawson Gibbs]

I played, I played some baseball, played some football, but I quit all that once I started the GM probably in like when I was 15. So played like one year in high school with baseball.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

Then I was like, like I'd rather just. Just get ripped.

[Lowe's Announcer]

Yeah.

[Dawson Gibbs]

So yeah, I just started doing that and, and ran with that. So. And then from, you know what I'm. My main focus right now is just build, building this empire we have been scaling for the first year. I mean, just so fast. It's crazy. So I don't think there's another fast and grow faster growing content agency right now. Like, I, I don't.

[Podcast Host (Dawson's Interviewer)]

What's your secret sauce?

[Dawson Gibbs]

Just move fast, move faster than everyone else and just work harder. I mean like, and everyone says that, but like it really is true. Like if you do more work than other people and you're more fat, you're just faster and you have more urgenc. Like the number one thing I tell my 20 employees is like the, it's not about the quality response or the quality thing that you're going to put in place. It's really. Just do it faster. Yeah. Because. Because you only know what's quality after a quantity of things. Yeah. So if you just keep moving forward, you're going to fail. You're going to. Everyone fails. Even if it's like you think about it.

[Podcast Host (Dawson's Interviewer)]

Right.

[Dawson Gibbs]

Let me think about it for two weeks. Like, like 10,000 people already did that in the last two weeks because you thought about it and now you're behind another two weeks. So just keep moving forward. Like I'm okay with failing at of course, like first year business. Like I'm, I don't. I tell also I told all my clients. I mean my, my employees, it's like, look, we can get zero result results for all these clients that we have right now and we'll still be okay because it's just in the first year and it's like a hundred clients. Right. Like there's millions of other people that we could potentially get over the next 10 years.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

Right. So just a perspective of like long term nature and. But yeah, for sure. I know I was going off a rant but number one thing is EVO helping brands and also helping individuals just scale their social medias with organic content. Paid ad campaigns. We, you know, we're agencies so we run campaigns that also do the video. So that's going to a little bit different from other agencies. Yeah. Where they only do campaigns or they only have specialists that run paid ads and then they don't have the content.

[Podcast Host (Dawson's Interviewer)]

Right.

[Dawson Gibbs]

But we have thousands of creators, thousands of influencers and we connect brands in the middle. Right. In order to get them video content and also run the campaigns. Because a person like yourself or some other people that are CEOs and also founders that do all this other stuff, you want to worry about things that like with your product or with your employees, you don't want to be worried about. Like does this emotional pain point hook in this one video relate like let's take care of that. Right. Like you know better just give us money and we'll be okay. Yeah, yeah.

[Podcast Host (Dawson's Interviewer)]

So you, you, I think you're hitting on something that a lot of people need to think through here. First of all, what is your company? Where do they find you? If they immediately are like I need your help, where can they go to get your help?

[Dawson Gibbs]

Evo Marketing agency. So Evo marketing co is the website and then Evo marketing agency is on Instagram and TikTok. Now you can go to, you can also personal DM me Ivo Dawson, Evo and we pretty much are the center stone, the center point of brands, influencers, content creators. It can be UGC or TikTok or whatever it might be in anyone. That's like a creative mind as well. So we have creative directors and stuff. We're kind of the center point. So if a brand needs thousands and thousands of pieces of content per month, you know, a clipping agency or whatever it might be, or you know, we want to get your product into the TikTok algorithm. We're going to push thousands of videos out there with you know, 20 creators and they're going to make unlimited amount of videos. So that's number one. And also from the organic side of things, you take the top 20% performing videos, you put that into influencers hands, let them recreate that with a million followers that they have because it's already tested from organic. So if we do a thousand videos and we know that these top 100 videos perform with millions of views, you see the engagements, you see the comments, then you take that format that went viral, put into the influencer's hands, and then they do those videos and it gets millions and millions more, you know, views. And then also you test it organically with those thousands of videos. You put the top performing into paid ads. Because a lot of. A lot of reason why people waste so much money on paid ads is because they're putting creatives that they have no idea works. But if we test it first organically, and then you put it on paid ad money, then it converts way higher. Way higher. Yeah, so that's number one thing.

[Podcast Host (Dawson's Interviewer)]

So are you guys. Just for clarity, are you guys actually doing all the native organic stuff, testing yourself, finding the ones that hit, then giving it to the, The. The influencer?

[Dawson Gibbs]

Yes, we do all of it. So from the time that, I mean, legit, the brand just gives us money and gives us a retainer and we go, hey, here's your deliverables. Here's the minimum view guarantee, which is like, usually 10 million views per campaign. Here's like minimum 1500 posts with 12 to 15 creators. And here's our. Yep. I mean, we, we have. It's a whole operation here. So.

[Podcast Host (Dawson's Interviewer)]

Good lord.

[Dawson Gibbs]

I mean, the, the logistics of it is so hard to understand and, and build up where, like, people are craving this type of package that we sell because it is so hard to do, and there's a lot of value come from it. So who.

[Podcast Host (Dawson's Interviewer)]

Who's your avatar? Are you talking to little guys or would you want more of the B2B? Like you want a corporation and. Or are you talking to. When I say little guys, I mean, I like myself, like 100,000 followers. Right. Like, I, you know, or even smaller. I mean, there's pretty people on here that might have a thousand followers. Like who. Who do you typically work with? Who's kind of the avatar right now?

[Dawson Gibbs]

Anyone?

[Podcast Host (Dawson's Interviewer)]

Okay, I.

[Dawson Gibbs]

And I tell, you know, I tell my team this and also I told clients is if I ever hop on a sales call to close something, it's like I could. I could fire half of my team and we still can get all the deliverables out, but I rather keep everyone here in order for us to focus on communication, focus on urgency, have a team around a brand instead of just like one person, because, like, we want to cover all aspects of, like, taking care of our clients.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

So anywhere from a thousand followers to, I mean, a billion Dollar company, like we've worked with, I mean right now we work with like an $8 billion company. I mean, even, you know, around that realm, we work with people that make 10 to 20 million dollars a month in software. I mean, we've worked with apps that make millions of dollars per month as well. E comm brands that make $10 million a month as well. So, I mean, pretty big boys. And then also we work with like, you know, startup apps and we work with startup, you know, influencers and we help manage their social medias and we have packages from any range. So we want to help just content, like content. We have a big team and we're ready to help.

[Podcast Host (Dawson's Interviewer)]

It's why you're here, right. You know that, you know, all content is good content. You need more content. And I mean, you even have your team here, right, creating you.

[Dawson Gibbs]

What's your, what's your game plan for your content? Like what, what is your, like, what type of niche do you want to talk to?

[Podcast Host (Dawson's Interviewer)]

Yep.

[Dawson Gibbs]

And like, type of like help with.

[Podcast Host (Dawson's Interviewer)]

So the new branding is going to be more broad, like entrepreneurs. Right. So my experience though, all in the real estate space, there are some fundamental business practices that I failed on. And so my rebranding will not just be real estate, although I'll be able to speak to that. It's going to be these fundamental practices that people a lot of times fall in the same pit I fell in because they're not doing these X, Y and Z things. Right. So I want to be talking to the greater entrepreneur to talk about business practices, things that not just can go get you rich and the practices to do that and the, you know, the operating process to make the money, but it's. How do you actually not lose it while you're going down the journey? Because what I have found in, in whether it be Will Smith or someone else said something similar about like the Rock. Will Smith and the Rock have a very similar kind of saying about like the journey up. Right. And, and it's always there's a new level you've never been to, so you're doing the best you can, but who the hell is helping you when you're at this new level you've never been to? Yeah, right. And, and so you're going to find new levels, new devils type of saying. And so if you don't have someone that can say, hey, you know, just like rock climbing, you get to a certain level and then you, I don't even know the terms, but you latch in the thing so you're secure at that level. Okay, now you're secure. So if you go up, you're only going to fall here. You're not going to fall all the way to your demise. Right. That's the kind of brand that's what I want to be speaking to. Because it's universal, it's business.

[Dawson Gibbs]

Yeah.

[Podcast Host (Dawson's Interviewer)]

The bigger you grow, just like your company, there needs to be someone that says Dawson, like, you've reached this and you're next level. You've never seen it, you've never been there. You don't really know how to. To handle that. Here's the practices at this level that you need to be able to do because it's great to get rich and make a whole lot of money. It's terrible to lose it all because you made one little very simple mistake that you didn't have to do.

[Dawson Gibbs]

Yep, 100% I agree.

[Podcast Host (Dawson's Interviewer)]

So given that, let's just use people out there that's trying to create the brand and you give me advice and hopefully they can transition and then reach out to you for further advice. But what kind of sequencing? How many videos? What, knowing what you know. And I have my world, a small following. I have 110,000 followers or whatever on Instagram and 50,000 on TikTok. Whatever. But like, what would you advise generally? Not doing a deep dive in my content. But what would you advise? Content, style, frequency, topics. Like, what would you start with?

[Dawson Gibbs]

So with topics I'll go, I'll kind of go from. With topics first is just really what you're passionate about and also what you want to help people with. So if you're the most knowledgeable with real estate and entrepreneurship and you know, maybe a third thing as well, you know, of course I would say, you know, maybe 40% is real estate, 40% is entrepreneurship. You know, inside of entrepreneurship could be mindset or, you know, financing or whatever might be on that end. And they're like 10, 10 to 20% of like actually behind the scenes, like day in the life type of things. That's really what I would do is like, you know, 20% of it day in the life, kind of behind the scenes of like, stuff like this, doing like a little bit of like cameos and all that good stuff. Really being like very intentional with your stories over like, you know, eight stories per day, you know, really talking to them, you know, having people ask you questions on that little bubble that you can do. Instagram Stories is really good. Instagram stories is all about connecting to your audience and then the daily life and behind the scenes reels that you can put together and also you can Repost it on TikTok puts a deeper dive into your audience to really connect with, like, what you do. And I mean, everyone. Like, there's another thing I think Gary Vee says, it's like, you know, people come up with Gary Vee and they're like, well, my life's boring. I'm like, like, no one's life is really boring. Like, if you just document your life and what you do your day and talk to the audience, like, people want to see what other people are doing. Like, that's like why reality TV show is so massive. Right? And then also with the real estate and entrepreneurship stuff that you're going to be doing, half of it needs to be just talking to the camera.

[Podcast Host (Dawson's Interviewer)]

Yeah, Talk style.

[Dawson Gibbs]

Yeah, yeah, 100% just selfie style. Just talking to. Just talking to the camera.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

FaceTime. Like you're FaceTiming your friend. Really raw, authentic. You know, what is your struggles this week that you went through? What is some of your losses also some. One of your wins. Hey, this is something I learned over the last couple months. I want to help you guys with. And then of course, like, look, you can get really, you know, you can get. You can get really like dialed in with like, hey, here's the first four seconds of this video. Here's, you know, the hook that I want to start with. Like, you know, very emotional pain point hook. And then, you know, the scenario that you want to relate with. And then like, I don't know, you don't really need a call to action on an organic video, but if you want to pitch something, you can do it in organic way, you know, you know, go buy my course or go follow me here. It's like, hey, you know, for more help or something like that, you know, on this similar type of pain points, you know, I can help you as much as I possibly can. So I think just authentic stuff. Talking to the camera daily, lives behind the scenes.

[Podcast Host (Dawson's Interviewer)]

Yeah, just.

[Dawson Gibbs]

And Gary, you know, go back to Gary V. Because I used to watch him all the time is like, don't create things, just document. Have someone follow you around just filming everything. Yeah, go but to the drawing board. Pay a couple, you know, a God, you know, a couple hundred dollars a week to, you know, clip up some things. I mean, right now you can, I mean, you can even. You can go to Evo and pay for, you know, a thousand pieces of content for, you know, a podcast or whatever, and then clip it up 10,000 times for like, not a lot of money. That's right. So just document, don't create, don't think of it. Just like whatever is on your mind, just, you know, just do it.

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[Podcast Host (Dawson's Interviewer)]

I think that's going to be the interesting. I'm testing some of this stuff right now because I did yesterday, I put out a reel. The subject matter was genuine, authentic, transparent. Right. The pain of standing in the fire and doing it with integrity. Whatever. But I had my team kind of cut it up every six seconds in kind of this format.

[Dawson Gibbs]

Right.

[Podcast Host (Dawson's Interviewer)]

That some. Some experts would say, hey, this is how you want to do it.

[Dawson Gibbs]

Right.

[Podcast Host (Dawson's Interviewer)]

So I was like, all right, let's try that out. I got drastically less views. I posted more of an organic video. Like, hey, guys. Just with the captions on. Yep. Today. Yep. And basically what I'm doing is I'm a B testing.

[Dawson Gibbs]

Yep.

[Podcast Host (Dawson's Interviewer)]

And I'm just saying, okay, what does my Audience gravitate more towards.

[Dawson Gibbs]

Yep.

[Podcast Host (Dawson's Interviewer)]

I want to, you know, start measuring how many people are sharing it or commenting. Right. So I can get, you know, more engagement. Right.

[Dawson Gibbs]

I'll tell you a little trick on the, you know, everything. So whenever someone's doom scrolling.

[Podcast Host (Dawson's Interviewer)]

Right.

[Dawson Gibbs]

Because your main thing is, of course, connect with your audience that already follow you, but you also want to hit the people that don't follow you on the for you page.

[Podcast Host (Dawson's Interviewer)]

Right.

[Dawson Gibbs]

The number one way that you can do that and for people that actually stop to, you know, look at your video is you have to just play inside the field of the for you page. Instead of, like, it being so edited and so highly professional stuff. Like, a lot of people, like, cool. You have to be like. You have to be a lot of, like, really good editing and a lot of, like, captions popping up and B roll stuff to get really people engaged. Those work sometimes depending on, like, you know, the type of, like, avenue that you go into, but just real authentic, you know, in the car. Like, there's so many of our videos that are just, like, people just talking in the car. So many, you know, and just, like, you know, talking to, like, you're. You're just connecting with a friend in the car. And a cool thing that you can do is, you know, help helps me a ton is like, every week, just have 30 questions that is related to the type of content that you want to do. Yeah. Have a random person come up to you or, like, one of your teammates. And while you're in the car driving, like, my buddy Marty, you know, he's a team member of Evo. He rode here with me, and I'm working on my phone, and he's just filming me.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

Asking just organic questions. And while I'm on my phone just asking it, I mean, I'm just answering it organically. Yeah. It's not like, hey, just stop right there. Let's just like, let's. Let's get the right format. Let's get the right angle. It's like, bro, like, just. Just film me and I'll just talk. Right. He wasn't doing that. I'm just saying, like, that's how you have to portray that. The. The.

[Podcast Host (Dawson's Interviewer)]

What I love about what you're suggesting here is it sticks to the same transparent, authentic, vulnerable, like, true nature of what I'm trying to do with what I'm doing with my rebrand. Like, being vulnerable, being transparent. Well, now my content has a very similar feel, so we made it very. It wasn't scripted yesterday when we made the post, it was still like I basically took a long four minute video. They cut it up every six seconds. They made it all edited, they had big bubbles and the classic look.

[Dawson Gibbs]

Yep.

[Podcast Host (Dawson's Interviewer)]

It didn't do very well. And what I think I'm hearing from you at a minimum is saying, hey, do more of the authentic true nature of what you do and, and, and deliver that same message without the over editing, without the over artistic way. Because if you, you follow Gary V. I follow Gary Vee. Everyone loves Gary Vee. If you watch what he's doing, like he is literally just talking, they are recording him and they, they throw it up there right now. He usually has a really good caption of what he posts which may or may not mean anything.

[Dawson Gibbs]

But I think, I think also just you know, going to like someone like Gary Vee or Alex Hormozi and seeing the type of captions and seeing the type of editing that they're doing and just copy it.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

Like this only thing you have to do. So like whatever, like when I was a fitness influencer, the only thing I did was look at the top five influencers, what they're doing, the speed space and just copy the same type of format of videos.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

Over and over and over three times a day or five years. And well, once I really got there it kind of only lasted for a couple of months. But that's the only thing you really have to do. And also don't expect those type of organic videos to always pop off just from a quantity side of things. Just talking with, just talking with things that you want to talk about to your audience, what you're going through in your life, the struggles, the wins. And then whenever you do like three videos a day for three months straight and you know that, okay, every, this is kind of like how we do things with our type of brands and also the influencers that we work with in a 14 day basis. Right. And you posted a hundred videos. Let's look back at the top 10 videos and see the variables that actually worked. Hey, whenever I did, when I, these three videos got the most amount of views, whenever I was in my car talking to the, to the camera right away. And also it was about this one topic. So it means that this one topic is very relatable about what I'm talking about to this audience.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

So let me double down for the next two weeks and do 80% of the videos on this one topic inside my car. Yeah. So now you're just like every two weeks you're assessing the top 10% performing videos the last two weeks and then just doubling down on that next week. Yeah. So that's the only thing you have to do. Like, you know, also trying different type of Dana Life videos and behind the scenes, like I was talking about and seeing like, what people were actually like. If you've seen the comments, like, oh, my God, like, you know, you talking at the. The coffee shop is cool. Or you like inside the podcast studio is really cool. Like, just double down on that as well.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

So.

[Podcast Host (Dawson's Interviewer)]

So in. To me directly, you're saying 40 real estate, 40 business, entrepreneurship, and then 2010. 20. Day in the Life.

[Dawson Gibbs]

Day in the Life. I would, I. I would actually do a 33 of each. I would actually do more than I would actually do more Day in Life and behind the scenes. Okay, just do more, because that would. That just like kind of spices up your. Your, Your, your content. It's not just like raw talking all the time and. And that. My stuff that, like, you never know what might connect with people. Right. Like the Ashton hall guy. Yeah. Day in the life gets 100 million views every single time he posts it. Yeah, but he did other videos like that before. But he did like four different formats of videos each week.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

And then that one popped off and now he's doing it every single video for four times a day, you know, so, like, you don't know what works until, like, you do a lot of it and then you just get feedback from the audience.

[Podcast Host (Dawson's Interviewer)]

That's the key is, is you said the same thing. You did eight years, and all of a sudden you were an overnight success on social media and you posted every day for eight years. I do a podcasting for 12 straight years. All of a sudden, 20, 24, I hit.

[Dawson Gibbs]

Yep.

[Podcast Host (Dawson's Interviewer)]

And people are like, how the hell did you do that? Well, I just did episodes every week for 12 years. It finally hit. Right. Like, I finally got there. And now I'm like, people like, how do you. What's the magic? I'm like, a lot of it is I just didn't quit. Right.

[Dawson Gibbs]

100%. And I talked about this in another podcast that I did. Like, I posted every day. You know, of course there was a couple of days I'm out of miss or whatever, but I posted pretty much every single day was consistent as I possibly could be. And I didn't quit for six to seven years of posting on social media. I had 1500 videos to like 1600 videos posted on my Instagram. And also Tik Tok and I had 2000 followers still and then, then it popped off. But then I see like these like small content creators complain to me that they don't have millions of followers and they have 30 videos posted. Yeah. Right. So it's just like you just have to lock in.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

And you just have to stay dialed in for a long period of time. I'm not saying it's going to last for eight years like it did for me or 12 years like it did for you, but you have to be willing to do it and you have to love it enough. Like people love the destination and love like the cars and like having a lot of women or whatever it might be because they see this stuff on social media. But like you have to actually love the journey in the process of like doing what you love every single day. And it just, you know, eventually it will happen. You just have to keep going.

[Podcast Host (Dawson's Interviewer)]

What do you, what do you say to the person who's trying to figure out why they need it? Why do they need to do this? Like, why, Like I, I spoke to, like I was saying, one of my one on one members and she just really doesn't want to. But she wants to grow and she wants attention. She wants her business to get more clients. And so for me the answer is very easy. You need more attention. Because if people don't know who you are and what you do, then they can't sign up as a client.

[Dawson Gibbs]

No.

[Podcast Host (Dawson's Interviewer)]

What's your answer to that? You know, because there's a lot of people out there that just like, fuck, Dawson, I don't want to do this.

[Dawson Gibbs]

Yeah. So I might have a little different of an answer. If you don't want to do it, but you want the benefits from it, you just have to hire someone that's good at it to do it. Just simple as that. So if you don't want to. Not everyone wants to do content. Not everyone wants to be the face of the brand. But we do know there's, I mean we just know that attention equals money.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

And attention means attention equals scaling. So if you don't have attention on your brand, then no one knows where to pay you. Right. So yeah, if you don't want to do it and you don't want to learn how to do it, that's totally fine. But just don't make the excuse that you don't have enough attention on your brand, you're not making enough sales or whatever it might be. If that's the case, then you need to hire someone to be the face of your brand to do the videos. There's plenty of UGC creators that could take the Persona of not. They don't have to be a founder. Oh actually they could be a founder. I mean there's plenty of like a Lewis Carter brand that's a jewelry brand. The type of videos that they do is like founder led stuff like hey I made this Julia brand and this is the new drop that have coming out. Because the br like the actual brand owner doesn't want to do it so they use these influencers to do it for them. So it's almost like because they, you know, a founder created a company, it's a little bit more of a. A connectivity like they're connect with the person instead of like influencer getting paid to do this video. But if you don't want to do it, it's totally fine. But if you, you have to hire someone that's really good at making content and does it on a consistent basis and that is totally fine to scale a business that way. So that's what I would do.

[Podcast Host (Dawson's Interviewer)]

Well, what about AI? I mean, you know Gary Vee's talking a lot about these basically AI people. That is. And I just saw one follow me today. Not, not follow me, but I saw a post that is a totally AI person. Not a real person. Right. Looked incredibly real and it wasn't like couldn't you make the argument that technology is getting good enough now? You don't have to be the face of your own brain. It just needs to be whatever is in here and then you can hire a company like yours to lean into developing a person through AI and that person becomes the face. But what's in here is coming through all the social media.

[Dawson Gibbs]

Yeah, I, I will say I have not really dig that deep into AI yet because I've just been moving so fast with the company at the moment. Potentially I will pretty soon here maybe because I have, I work with so many UGC creators. It would be a kind of disservice to me to.

[Podcast Host (Dawson's Interviewer)]

Because that's not your strength.

[Dawson Gibbs]

Yeah, yeah. It's more of like a human versus AI type of thing that I'm kind of battling with in my mind right now where it's like, you know, I rather give the money to a hard working human being in a certain extent. Now I'm not saying we'll never use AI but I have seen over the last couple months that maybe the videos have gotten much better on for AI video humans. Like I know of course like the pictures that AI makes is awesome. You can't tell it at all. But I think we're not there there yet. Maybe the next couple years we're there where it's like, hey, because I could probably look at that video and say like, okay, that's exactly. That's really like, that's not that human eyes in a sense. But I think probably in the next six to 12 months will probably be undetectable.

[Podcast Host (Dawson's Interviewer)]

Yeah. To the so and that's why I say like for the people who are still making excuses, well, I don't want. It's not comfortable. And like, yeah, the technology, it's so good right now. You really just don't even have to. Yeah, 100%, you know.

[Dawson Gibbs]

Yeah, you can, you can definitely do AI. You could do, you know, another UGC creator and that's totally fine.

[Podcast Host (Dawson's Interviewer)]

What's the ecosystem you would tell someone to start with? I mean a lot of people come to me because of my success now within the podcast. The podcast is a very boring model or like, at least people perceive it to be that way. But the podcast is like part of the ecosystem that allows me to create a whole lot of content and have a whole lot of people and, and then be able to collaborate with a whole lot of people that can create more growth and share within each other's audience. Where would you tell people to like maybe start or where the sequence, like where do they need posting this? Do you believe in those apps that like you press hit and it goes to every single platform ever? Do you, do you say do it, don't do it. What are your thoughts there?

[Dawson Gibbs]

So when you, when you mean by that the ecosystem you mean just like where they just need to start with.

[Podcast Host (Dawson's Interviewer)]

Making content should, you know. So for me, podcasting was a great start.

[Dawson Gibbs]

Yeah.

[Podcast Host (Dawson's Interviewer)]

Right. It allows me to have good content because you and I are having conversation, they can snip out a good thing as you said, and that can be the post. Right?

[Dawson Gibbs]

Yeah.

[Podcast Host (Dawson's Interviewer)]

Where, where would you suggest some of these people, do they just start with the selfie style? Do they start what, what do you think?

[Dawson Gibbs]

Yeah, definitely. I mean if you know nothing about content at, you know, nothing at all. Right. Then you definitely need to hire someone to give you knowledge.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

You either need to hire like a specialists to teach you how to make content and how to press, record and edit videos and know how to post and stuff. Now I wouldn't do any type of system where it's like you just like press a certain button and then it goes goes out to masses on social media platform. Only reason I do that, I say that is because like you, unless you're pressing that button and then you're getting the feedback and you're really analyzing, like, what's working, what's not working, and then you double down on the winners. Like I said before, that's okay. But a lot of people use it just because they just want to get, you know, a bunch of content out and they just don't really do any type of feedback loops or anything in that sense. So it's good. You just have to use it for the right reason. But definitely, like, if you are just so unknowledgeable with making content, you definitely need to hire Evo in a sense or, or someone that knows a lot about making content to kind of guide you in the type of, like what I kind of said to you about type of videos. How much, you know, per day do you need to post? Which I would recommend anywhere from 3 to 4 times per day. You know, post on Instagram, post on Tick tock, post on YouTube shorts.

[Podcast Host (Dawson's Interviewer)]

Four times a day.

[Dawson Gibbs]

Yeah.

[Podcast Host (Dawson's Interviewer)]

Each of them.

[Dawson Gibbs]

Yeah.

[Podcast Host (Dawson's Interviewer)]

Yep. Well, I just wanted people. I don't want people to think post one thing on four different platforms and that's four times a day. No, you post four times a day.

[Dawson Gibbs]

Four. Four times. Like you make four Instagram videos and then you repost those four videos on tick tock, repost those four videos on YouTube shorts. I mean, you can post it on LinkedIn X. I mean, of course, like with LinkedIn and X, it's more of like a text format, right?

[Podcast Host (Dawson's Interviewer)]

That's right.

[Dawson Gibbs]

You just put in jack tpt, you let it do a, transcribe it and put it in there.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

And I mean, the best thing right now, like what you're doing, you're killing it with, with podcasts. You taking two hour podcasts. I mean, right now what I'm. My main focus is to get a get on podcasts for the next 12 months.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

So that I have unlimited pieces of content. Right.

[Podcast Host (Dawson's Interviewer)]

Same idea. Right.

[Dawson Gibbs]

Because this two hour podcast, I can make 300 clips out of it and use it for, if I wanted, you know, three months.

[Podcast Host (Dawson's Interviewer)]

Yep.

[Dawson Gibbs]

Right. So just sit down, film a lot of questions that you're answering with, I don't know, you could be your brother or your sister and, and let them, you know, answer, ask you 40 questions, 100 questions about your business or about what you want to give value about and just talk to them in a casual way. Act like you're on a podcast and then just clip it to millions of people.

[Podcast Host (Dawson's Interviewer)]

I was just going to say, even for you. Now don't get me wrong, going on podcast is great because you're opening up a big audience, right, that you don't currently have. But there's another hack where you literally my assistant at times will sit in that chair and she will have 30 questions for me, right? And that way I can get out what's in here outwardly. And look, you know, that creates the content 100% trial reels. And for those that don't know, Instagram has a thing that you can do trial reels. Do you play with that a lot? Do you suggest people playing with that?

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[Podcast Host (Dawson's Interviewer)]

Terms apply. Lounge access is subject to change.

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[Dawson Gibbs]

I honestly, I have not done one trial reel before.

[Podcast Host (Dawson's Interviewer)]

Yeah. So I use it for a testing of hooks.

[Dawson Gibbs]

Okay.

[Podcast Host (Dawson's Interviewer)]

Take two reels. Same reel. The only difference is the hook.

[Dawson Gibbs]

Yeah, just a B testing.

[Podcast Host (Dawson's Interviewer)]

A B test?

[Dawson Gibbs]

Yeah, that if this A, if it's made for a B testing then it's, it's great because that's the same thing that we do for all of our brands as well. We're more on tick tock so we don't have that type of avenue now. Of course we do Instagram as well because we cross platform post from TikTok. Just TikTok with like how much quantity that we're posting. TikTok just has the best algorithm to get more videos into your for you page. I am not the expert at trial reels. I know there's tons of videos going out right now from like the, I think he's like the CEO of Instagram is talking about it or like the marketing guy from, from Instagram. I know it's killing for a lot of people. I think you know this podcast will, will come from it and I'll tell my guys to start using it when we are doing Instagram. It'll be good for influencers as well. So influencers, they say do six posts over a 30 day basis with us. They can do like they can just, you know, clip up the, the text hooks and see what performs best in the first 24 hours and then let it go live.

[Podcast Host (Dawson's Interviewer)]

Right.

[Dawson Gibbs]

So it's all about just ab testing. That's pretty much what tr.

[Podcast Host (Dawson's Interviewer)]

That's all we're doing. I mean literally social media to me.

[Dawson Gibbs]

Is just have you seen a lot of success from it?

[Podcast Host (Dawson's Interviewer)]

I, I, the answer is yes and no. So I'm not yet hit one that went super viral.

[Dawson Gibbs]

What does it look like whenever you put you just, you, you put like four trial reels into it, see what's performed like and it only goes to the people that are not your audience, not your audience, not you're okay.

[Podcast Host (Dawson's Interviewer)]

So it also gives you exposure to people that don't follow you. And that's a very good thing too because they might like what you say and then start following you. So it has, it's not meant to increase subscribers or growth per se, although it's a benefit, added benefit to it. I use it like even if I just look at it. We did four posts, let's see here. We did four posts, totally different reels. So here's the trial reel. So if I'm showing it to you, right, so like this is the very same reel, all four different hooks and so you get to see like which ones actually worked better.

[Dawson Gibbs]

It's so funny. We, we actually do this on actual TikTok itself, but it's just not trial reels. So that right there looks, if you look at any of our brand pages that we do, we create sub pages. So if you have a big brand called whatever it might be, we make creator profiles.

[Podcast Host (Dawson's Interviewer)]

Yep.

[Dawson Gibbs]

Subpages, 20, 30 at a time and those creators run that page and they post four times a day. And it's similar to things like that where like it's going to be like two original videos that have of course a saying hook in a scenario that you know, relates to the product, to the savior of the emotional pain point that they're having. And, but we're going to use that one original video two or three times with different text hooks on top of it. But we're actually posting on TikTok because on TikTok you can post the same content over and over and over on a page and it still goes viral. There's so many, I can't tell you how many times we have posted one video and it got like 10,000 views and it got like, you know, pretty good engagement, like 8 to 10% engagement. Then we reposted that new that, that video either with the same text hook or with a different text. So just like a little bit different. And it got like 13 million views. Right, right.

[Podcast Host (Dawson's Interviewer)]

Same video, just different hook, just different hooks.

[Dawson Gibbs]

You just want to try. So we're pretty much doing that on tick on the TikTok side and maybe we should, I should get with my.

[Podcast Host (Dawson's Interviewer)]

Team if it's very simple. So you go into reels and every account can, you can post 10 a day. You don't need to limit yourself. So all you're doing is just tech testing hooks. Yeah, same function on Instagram.

[Dawson Gibbs]

Yeah, I'm have to get with the team on that.

[Podcast Host (Dawson's Interviewer)]

I haven't, I haven't seen any of mine yet go extremely viral and hit 10 million or anything like that. But we also are relatively new. I, I look at social media as an ab test on what do people want to hear and, and that creates the brand. Right. And then you can lean into what people want to hear.

[Dawson Gibbs]

There's so many like in our, in our onboarding process of sales.

[Podcast Host (Dawson's Interviewer)]

Right.

[Dawson Gibbs]

Like you know, have a whole sales team and all that. A lot of objections that come back. It's like, well, you know, in their VC fund they might be VC funded type of apps or softwares or whatever it might be or, or any type of Brand that's, you know, funded, they barely have the product almost ready to go. Like, they're almost there and they're almost like they like, well, let's, let's, let's wait until we launch and get some stuff. I was like, well, hold on. Like you don't. You're just now like, especially if it's like a new invention, you're not copying, copying someone, which is totally fine. Like you can copy a product, make it a little bit better. That's pretty much what every business is almost is. Like you just take, put your product out right now, get with us, let us put millions of eyeballs on your product so that you know exactly what to change, what to add on, what features to take out, what to cancel out. Because now you have comments, you have real engagements coming out. Because if we did one, if we did, you know, this one feature of this one product on a video and it got 10 million views and the comments are great. They're loving it. But then like we try this other video with these other features and they're like, that's kind of weird. I don't like it. Like, no, just get rid of. Just either like make them better or get rid of them. Rid of them and like change your whole product to this one thing. Like, there's so many businesses that have done that.

[Podcast Host (Dawson's Interviewer)]

So test market.

[Dawson Gibbs]

It's just testing like, and you only know how to test if you have more people that are given more reviews on your product.

[Podcast Host (Dawson's Interviewer)]

Y.

[Dawson Gibbs]

It just, it's just, it's just simple as that. And you can only do that at, at a, at a baseline. Baseline cost from organic.

[Podcast Host (Dawson's Interviewer)]

Yeah.

[Dawson Gibbs]

Either you pick up your phone and you force your other 10 guys to also do videos for your product or your co founders or whatever. And you put a thousand pieces of content over the last three months to see what feedback is, or you take your cash and you give someone else to do it. So that's the number one thing.

[Podcast Host (Dawson's Interviewer)]

Guys, I could pepper you for hours right now. First of all, make sure you follow him on social media. Evo Dawson.

[Dawson Gibbs]

Yep.

[Podcast Host (Dawson's Interviewer)]

Right. On Instagram. What other handles would you want them to follow you on?

[Dawson Gibbs]

Ivo Dawson on TikTok and Instagram and then Dawson Gibbs on YouTube and. And then Evo Marketing Agency on Instagram and TikTok and then Evo Marketing Co own on our website.

[Podcast Host (Dawson's Interviewer)]

And that's E V. Oh, what, what is the website again?

[Dawson Gibbs]

Evo. So Evo Marketing company. Yes, sir.

[Podcast Host (Dawson's Interviewer)]

For all of those that don't know, you need to create a brand because I believe, and many people believe over the next decade to two decades, the things that are going to win is AI in your personal brand.

[Dawson Gibbs]

Yep.

[Podcast Host (Dawson's Interviewer)]

And if you lean into that, this is why, you know, Dawson, you're talking a lot about these companies that have tech and they're leaning into social media because they're leaning into branding that tech. And so if they can do that, you're going to win. What else? Any. Any golden nuggets you want to leave these listeners with?

[Dawson Gibbs]

Number one thing is, doesn't matter how long it takes, doesn't matter how hard it might be, the obstacles and challenges that you have in your way, if you love what you do and you're passionate about it and you're willing to put 10 to 20 years into it and go through the struggles, every is worth it at the end of the time. It's worth it at the end because you are a better person and you get to help more people because of the things you went through. So just keep going.

[Podcast Host (Dawson's Interviewer)]

Ladies and gentlemen, Dawson Gibbs Evo Dawson on Instagram, all over the place. Appreciate you showing up, dude. Hopefully everyone got a good taste of what it takes to. To be successful in the social media growth. Attention. If you think a couple people should hear this, please share this episode at least to your friends and make sure they know who Dawson Gibson Gibbs is. We will see you guys on the next episode. Peace.

[Dawson Gibbs]

Thank you. Peace.

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Only pay for what you [e-mail] Liberty Liberty Liberty Liberty Savings Fairy underwritten by Liberty Mutual Insurance Company Affiliates excludes Massachusetts.

[Capella University Announcer]

At Capella University, learning the right skills could make a difference. That's why our business programs teach you relevant skills you can take from the course room to the workplace. A different future is closer than you think with Capella University. Learn more at Capella Eduardo.

[Capital One Announcer]

If you love to travel, Capital One has a rewards credit card that's perfect for you. With the Capital One Venture X card, you earn unlimited double miles on everything you buy. Plus you get premium benefits at a collection of luxury hotels when you book on Capital One Travel. And with Venture X you get access to over 1,000 airport lounges worldwide. Open up a world of travel possibilities with a Capital One Venture X card. What in your wallet terms apply.

[Podcast Host (Dawson's Interviewer)]

Lounge access is subject to change.

[Lowe's Announcer]

See capitalone.com for details.

[Dawson Gibbs]

If you like the show, please take a moment to rate, review and subscribe. It really does help the show to grow. Thank you for listening.