Podcast Summary: Social Media Is In The Past — Welcome To Interest Media The GaryVee Audio Experience | Hosted by Gary Vaynerchuk | Release Date: February 21, 2025

Introduction

In the episode titled "Social Media Is In The Past — Welcome To Interest Media," Gary Vaynerchuk delves into the evolving landscape of digital content consumption. He introduces the concept of Interest Media, a paradigm shift from traditional social media, emphasizing personalized content delivery driven by algorithms. The discussion covers key areas such as the significance of views, platform selection, algorithm mastery, personal branding, and emerging trends like live social shopping and artificial intelligence (AI).

Shift from Social Media to Interest Media

Gary initiates the conversation by distinguishing Interest Media from conventional social media. He explains that while social media focused on building social networks and friendships, Interest Media centers on delivering content based on individual interests through sophisticated algorithms.

“I believe we are now in the not social media, but interest media, meaning social was inherently like who is your social network? Who are your friends. We are now in an era where what are you interested is coming to you from the algorithm.”
— Gary Vaynerchuk [00:00]

He underscores that the core metric across platforms has shifted to views, as they are now the primary indicator of content reach and engagement.

Importance of Views and Content Strategy

Gary emphasizes that views are paramount because they are directly influenced by creativity. He provides a practical example from Instagram:

“If you are very into pictures on Instagram and you want to get a lot of people to see it… post it as a one second reel. As a one second reel. That will get more views than the picture potentially.”
— Gary Vaynerchuk [00:50]

This strategy highlights the necessity of adapting content formats to align with platform algorithms to maximize visibility.

Choosing the Right Platform

Addressing a listener's question, Gary discusses the importance of selecting the appropriate platform based on target audiences and business goals. He notes that platform demographics are dynamic and advises reverse-engineering the audience to determine the best fit.

“If you were selling women's clothes to Gen Xers and boomers. It would be Facebook proper… If you were starting a healthy gummies candy for kids… then TikTok gets very important.”
— Gary Vaynerchuk [02:09]

He highlights the underestimated presence of older demographics on platforms like TikTok, dispelling the myth that it’s exclusively for younger users.

Mastering Platform Algorithms

Gary delves into the critical need to understand and adapt to different platform algorithms. He recommends continuous research and staying updated with platform changes to leverage content effectively.

“The answer to the question … is research, like really actually actively seeking out the information.”
— Gary Vaynerchuk [06:50]

He points out resources such as platform updates and AI tools like ChatGPT to gain insights into algorithmic preferences.

Content Creation Strategy

Gary advocates for self-awareness in content creation, encouraging creators to capitalize on their strengths, whether in audio, writing, or video. He stresses the importance of tailoring content to each platform’s unique requirements.

“If I'm not a good writer… I audio my books.”
— Gary Vaynerchuk [04:20]

This approach ensures that content is both authentic and optimized for maximum reach.

Evolution of Personal Branding

Reflecting on his latest projects, Gary introduces new concepts like Handle Strategy and Attempted Virality. Handle Strategy involves creating secondary handles to manage specific content types without diluting the main brand. Attempted Virality advocates for regularly experimenting with trend-driven content to capitalize on viral potential.

“Attempted virality, the best practice… should have one post a week that attempts virality.”
— Gary Vaynerchuk [11:04]

These strategies demonstrate Gary’s adaptive mindset in personal branding.

Live Social Shopping: The Future of Retail

Gary predicts a significant rise in live social shopping, integrating live streaming with e-commerce to create interactive shopping experiences. He envisions traditional retail spaces transforming into live studios to leverage this trend.

“Live social shopping has happened. It's gonna explode next year.”
— Gary Vaynerchuk [24:18]

This shift represents a fusion of entertainment and commerce, offering brands new avenues for engagement and sales.

Artificial Intelligence and Efficiency

Discussing AI’s impact, Gary views it as a tool for enhancing efficiency rather than a threat to jobs. He encourages embracing AI to augment human capabilities and drive innovation.

“I'm incredibly excited about efficiency… AI is coming. I think it's going to help us do a lot of things.”
— Gary Vaynerchuk [27:43]

Gary likens the advent of AI to historical technological advancements, emphasizing the opportunities it presents for growth and evolution.

Authenticity in Personal Branding

Gary addresses the often overused term authenticity, clarifying its true essence. He insists that authenticity means being genuine and transparent, untainted by societal judgments.

“Don't be full of crap. Talk about the truth. Speak about what you know.”
— Gary Vaynerchuk [28:09]

He encourages individuals to overcome fears of judgment to build a truly authentic personal brand.

Building Authentic Connections

To foster deeper connections, Gary recommends live streaming and real-life events. He shares personal experiences of building meaningful relationships through consistent and genuine interactions.

“Live streaming… if you're making content, host a dinner… Here's a little goofy form. First, 12 people that RSVP and I'll see you.”
— Gary Vaynerchuk [30:40]

This approach underscores the importance of active engagement and personal interaction in strengthening professional relationships.

Selling Through Personal Branding

Gary emphasizes that successful selling is rooted in believing in the product. He advises creators to only promote what they genuinely support, ensuring authenticity in their sales approach.

“Selling is amazing. The problem with the world right now is a lot of you are selling something you don't actually believe in.”
— Gary Vaynerchuk [32:05]

This philosophy ensures that sales efforts are both effective and ethically sound.

Managing Time for Personal Branding

Gary discusses the importance of prioritizing social media efforts by building an infrastructure that supports content creation and distribution. He highlights delegation as a key strategy to manage time effectively.

“Now you prioritize what's important, you'll find time because you prioritize what's important.”
— Gary Vaynerchuk [40:33]

By integrating social media into daily priorities, individuals can enhance their personal brands without overwhelming their schedules.

Conclusion

In this insightful episode, Gary Vaynerchuk provides a comprehensive roadmap for navigating the modern digital landscape. By shifting focus to Interest Media, mastering platform algorithms, embracing authenticity, and leveraging emerging trends like live social shopping and AI, listeners are equipped with strategies to elevate their personal and professional brands. Gary’s pragmatic advice underscores the importance of adaptability, genuine engagement, and strategic content creation in achieving sustained success.

Notable Quotes:

• “The core metric now in the game is views because views are now achieved.”
  — Gary Vaynerchuk [00:00]

• “If you are very into pictures on Instagram and you want to get a lot of people to see it… post it as a one second reel.”
  — Gary Vaynerchuk [00:50]

• “You're talking to someone who truly believes that social media… has become pretty much the most important thing one can do.”
  — Gary Vaynerchuk [40:33]

• “Don't be full of crap. Talk about the truth. Speak about what you know.”
  — Gary Vaynerchuk [28:09]

• “Selling is amazing. The problem with the world right now is a lot of you are selling something you don't actually believe in.”
  — Gary Vaynerchuk [32:05]

This summary encapsulates the key discussions and insights from the episode, offering a structured overview for those who have yet to listen. Gary Vaynerchuk’s forward-thinking perspectives provide valuable guidance for individuals and businesses aiming to thrive in the rapidly evolving digital media landscape.