Transcript

Gary Vaynerchuk (0:00)

The best way to sell to me on Instagram is to make a New York jets reference. That's the truth. It's my actual religion. I will pick jets over everything. Family religion, money, jets over everything. It's a truth. This is the GaryVee audio experience. I hope you enjoy this episode. This is more LinkedIn. This is some business. This is not motivating you. This is not business talk. Enjoy this business talk. Thank you all for being here. Let's actually, let's go backwards. Sorry, brother. Let's go right into it. What can I answer for you?

Solar Business Owner (0:35)

So for us in these smaller markets, DNC markets, the majority of our customers are rural.

Gary Vaynerchuk (0:41)

Yes.

Solar Business Owner (0:42)

They're in the country. I know this to be independent, get away from the utility company, fuck the man, all that kind of stuff. So it's been interesting for us because in those, in those markets, it's easy for us to get in front of those individuals. And it's all about cost. So in this part of the country where we are, Arkansas, Missouri, Kansas, there's no save the world, go green. It's not like a Berkeley or Seattle where they're totally understand, it's 100%, will this save me money above and beyond staying with the utility company? And so for us, that's really what drives it. So as we move into the developed

Gary Vaynerchuk (1:21)

areas and towns or as the process plays out, I mean, I don't know the business well enough. I assume once you put the panels on, it's hard to unwind and move to somebody else. But price is an incredible thing to play on. I built Wine Library on price. Price is incredible to play on. I think the question you always have to ask yourself with Price is can somebody come along with bigger pockets and beat you on price? You know where everybody. This is the reason Walmart destroyed Kmart and Bradley's and Caldor and those guys destroyed Woolworths. And when you are in the price game, you only have a moment in time, right?

Solar Business Owner (2:03)

That's right.

Gary Vaynerchuk (2:04)

So for us, and to your point, if you want to expand, there'll be other creative pillars you'll have to play on.

Solar Business Owner (2:10)

That's exactly right. So as we try to get into not necessarily urban, but just into the neighborhoods themselves, like into town. Right. Solar adoption is so low in that part of the country. It's not like being in a Phoenix or a Vegas in California, we see panels everywhere. We've had a difficult time breaking into the towns, breaking into the neighborhoods, breaking into the 300, 400, $500,000 homes rather than someone out in the country that, you know, they buy a solar system for 30 grand, but their house is worth 120.

Summary

The GaryVee Audio Experience

Episode: How to Create 8,000 Pieces of Content for Hyper-Targeted Ads

Date: February 19, 2026
Host: Gary Vaynerchuk

Episode Overview

This business-driven, Q&A-style episode sees Gary Vaynerchuk advising a group of entrepreneurs across diverse industries—solar, retail, heavy equipment, kilts, consulting, and more—on how to vastly scale up their content creation and use hyper-targeted advertising to win in their markets. Gary emphasizes adapting creative strategy by context, psychographics, and demographics, the power of contextual content, and the need to treat your business like a media company. He gets hands-on, offering individualized advice, sharing examples, and dropping signature no-nonsense insights with high-energy candor.

Key Discussion Points & Insights

1. The Power and Process of Hyper-Targeted Content

Contextual Creativity:
- Gary asserts that serving generalized content holds businesses back; niche messaging tailored to micro-audiences is the future.
- Example: A reference to the New York Jets would cut through for Gary, but probably not for mass audiences.
  Quote:
  
  "The best way to sell to me on Instagram is, is to make a New York jets reference. That's the truth. It's my actual religion." (04:16)
Diversity in Creatives:
- Don't run the same creative to everyone—different messages need different targeted audiences.
- For solar: referencing the local sports team, like the '85 Royals or Cardinals, can bond with older, higher-income Missouri homeowners.

Timestamps:

[04:10] Why same-message creatives fail to convert
[06:04] Using hyper-local references in ads for resonance

2. Scaling Content: 8,000+ Pieces and Why

Gary’s Framework:
- Written, photo, video, and then mixing message for each demographic/psychographic segment is the key.
- Suggests aiming for thousands (4,000–8,000) of contextual pieces, each run with narrowly targeted small ad spends.
- Quote:
  
  "I literally think that you should have four to 8,000 pieces of content between written word, audio and video. And running $100 ad against it versus $1,000 ad against 12. It's reverse." (06:58)
Micro-Targeting over Cheap CPMs:
- "I want you to pay more for your CPMs because it's more expensive when you go more narrow. But you're actually converting on what the fuck you care about." (07:21)
- Low CPMs for broad ads aren’t valuable if they’re not meaningful.

Timestamps:

[06:08] Scaling creative pillars and micro-targeting
[07:21] Paying more for targeted reach vs. cheap broad reach

3. Brand vs. Platform Strategy in Evolving Markets

Costume Consignment Example:
- The rise of peer-to-peer selling threatens traditional consignment; options are to build a marketplace/platform or double down on a unique brand.
- If shifting to a tech platform, you must have genuine tech DNA/leadership onboard.
- Otherwise, quadruple down on your private label brand—don’t just be a reseller.

Timestamps:

[12:19] Platform vs. retailer pitfalls
[13:24] Why you must build your own brand
[16:25] Building and marketing your own product brand

4. Trust & Brand in High-Ticket Sales and New Models

Heavy Equipment Dealer:
- Wants to sell inventory he doesn’t own yet—Gary says trust is the only way.
- Early customers may require personal guarantees or escrow; “do shit you won’t do for #51 on the first 50.”
  Quote:
  
  "Anytime I'm doing something that may feel weird, I'm always comfortable doing anything because I know I'm not gonna rip them off. You should do things for the first 50 people that you won't do for the 51st person." (20:46)

Timestamps:

[19:28] How to establish trust when selling what you don’t have
[20:46] Building comfort with early customers via guarantees and over-delivery

5. Building Company Culture Through Scale

From 80 to 800 Employees:
- It's okay not to know everyone's name as you scale; don’t dwell on it.
- Focus on making sure the “OGs” don’t poison the new culture—remove those who play politics or resist positive change.
- Quote:
  
  "What is a winnable game is firing the 80 people that are the OGs. The three of them within that, that don't like change are playing politics... Making sure the 50 OGs, the 20 most powerful people in your company, are playing for the logo, not for themselves." (10:22)

Timestamps:

[09:45] How scale changes relationships and key culture moves

6. Content as the New Commerce Engine

“Media company that happens to sell kilts”:
- Retailer rethinks his kilt business, going all-in on content—vlogging, Q&A video, podcasts, and repurposing everything.
- Advice: focus on embedding content (esp. at the product page level) to educate, entertain, and reassure customers.

Timestamps:

[26:08] Recasting business as a media company
[27:04] Integrating content into e-commerce tactics

7. Employee Talent and Personal Brand Tension

Acupuncturist Example:
- Being the sole “face” of the brand isn’t always scalable or desirable.
- Instead, build the clinic’s brand, but—if your people won’t be on camera—hire those who will up front.
  Quote:
  
  "You can't force people to do things they don't want to do and expect success... You either a now hire going forward where the upfront promises this is a disproportionate video recording environment." (37:42)

Timestamps:

[31:46] The problem with business owner as sole content face
[37:42] How to find/hire for content creation willingness

8. B2B Content, LinkedIn, and Human Truths

LinkedIn Paid Content:
- It’s expensive, but you can get ultra-targeted. It’s worth testing, especially for B2B. Quote:
  
  "There's a reason it's $55 CPMs. Do you know how great in a B2B world, knowing the title of the person that's seeing it is? You mean perfect." (45:56)
Content That Confronts Human Dynamics:
- Example: A viral video on why companies should fire their top (but toxic) sales reps. Quote:
  
  "Your top salesman, he or she's a dick and it's making everybody else suck and you're fucking letting him and her get away with it." (47:56)

Timestamps:

[45:28] Why it’s worth paying for targeted LinkedIn ads
[47:37] Human truth and viral B2B content

9. Macro Content Trends and Diversification

Don’t Over-Rely on One Channel or Format:
- Stay diversified; never let one channel/control go stale.
- Written, video, audio—transcribe and repurpose for multiple platforms.

Timestamps:

[49:20] Don’t go one-dimensional on format or platform

10. Event-Based Content and Community

Dance Competitions:
- Use Facebook/LinkedIn ads to drive in-person events—small dinners or meetups that build relationships and status as the “host.”
- Let content be hyper-contextual—serve dance content to parents who share the dancers’ demographics. Quote:
  
  "When there's a cute little Asian girl dancing, that clip should be targeted to Asian parents." (59:22)
Copyright Challenges:
- Admits there are no real workarounds for music copyright policing—accept and adapt by using formats (like stories) that are less likely to get flagged.

Timestamps:

[55:30] Hosting B2B/B2C networking events via ads
[59:22] Hyper-contextual creative with unlimited content

Notable Quotes & Memorable Moments

On content scale:

"Four to 8,000 pieces of content between written word, audio and video." – Gary Vaynerchuk ([06:58])
On audience targeting:

"Different message, different audience. The end." – Gary Vaynerchuk ([04:14])
On culture through scale:

"Not all kids have the same relationship as their parents. And there's only one or two or three." – Gary Vaynerchuk ([10:05])
On influencer neutrality (dance comps):

"I think that's a vulnerability for you. I don't think you should. I think retired players, players that aren't in it." ([58:22])
On adapting to personal talent (acupuncture clinic):

"If you with a personal brand put this out... you'll get deal flow, the people that work for you now may actually raise their hand..." – Gary Vaynerchuk ([38:51])

Actionable Takeaways

Create massively more creative than you think you need—segment by psychographics/demographics.
Don’t worry about CPM as long as conversion happens with the right content and right audience.
In B2B, be more human, honest, and direct—this is what will cut through.
Don’t force existing staff into content roles—hire for it upfront, and make it part of your brand DNA.
Event-based networking is a powerful use of targeted ads.
Diversify content types and always look to repurpose.
Pay attention to legal/content platform realities, and be ready to adapt.

Structure & Flow

The episode’s Q&A format lets Gary riff with entrepreneurs, delivering practical brand and content strategy insights for real-world problems in his signature energetic, straight-talking way. Every answer orbits back to the core idea of endless contextual content, targeted with precision, and backed by authentic brand-building.

If you're serious about hyper-targeted advertising and using content to build your business, this episode is a master class in both mindset and tactics.