The Future of Marketing: AI, Brand and Distribution | 4Ds Consultation - PART 2

Summary

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The GaryVee Audio Experience

Episode: The Future of Marketing: AI, Brand and Distribution | 4Ds Consultation - PART 2

Date: August 29, 2025
Host: Gary Vaynerchuk

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Overview

In this dynamic 4Ds (Daily Digital Deep Dive) consultation episode, Gary Vaynerchuk discusses the evolving landscape of marketing, with a particular focus on AI, building and distributing brand presence, and actionable strategies for small businesses and legacy brands. This episode features Gary giving practical advice to entrepreneurs, brand owners, and content creators on topics such as leveraging social media platforms, revitalizing iconic IP (like Napoleon Hill), and how to maximize limited resources for content creation and customer engagement.

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Key Discussion Points and Insights

1. Leveraging Iconic IP: Napoleon Hill & "Think and Grow Rich"

Should They Lead With “Think and Grow Rich” or “Napoleon Hill”?

• Dual Branding – Gary advises to use both the book title and Napoleon Hill’s name, embracing the full breadth of the IP.
  • “So much of the world we live in now… business is about distribution. We used to have to make choices, ‘cause the Internet and social didn’t exist.” (Gary, 00:35)
• Virtual Influencers & AI – Major emphasis on capitalizing on Napoleon Hill’s likeness and persona in AI form.
  • "Napoleon in AI form should be competing with me right now... Virtual influencers, one of the biggest conversations of the next decade, are going to be influencers that aren't real people that you all own." (Gary, 01:19)

Decisions about Voice, Tone, and Brand

• Voice is Subjective – There is no single “correct” tone. Brand voice evolves depending on the team and context.
  • "Voice and tone become... subjective. What’s a brief? A brief is a piece of paper with words on it and how you interpret it.” (Gary, 02:10)

Modernizing and Repackaging Content

• Easier Read Versions – Suggestion to create a “Think and Grow Rich: 10 Minutes a Day” version for younger, modern readers.
• Content Distribution Strategy:
  • Organic social content should be posted across all major platforms: Instagram, Snapchat, TikTok, YouTube, LinkedIn, Facebook, Pinterest.
    • "To not make content on LinkedIn, YouTube Shorts, Facebook, Instagram, TikTok, Snapchat Spotlight… that’s a strategic nightmare.” (Gary, 05:54)
  • Focus on both organic and paid, but start with organic to test what resonates and then invest in paid when winners surface.
    • "I believe we're now in a world where you go organic first, and when things do well, then you go paid." (Gary, 06:31)

Brand Strategy Mindset

• Social Media as Modern TV – Treat each platform as a “TV channel”. Brands should be everywhere their audience is.
  • “Your phone is the television, and I believe that Instagram, Snapchat, TikTok, YouTube, LinkedIn, Facebook, Pinterest, to some degree, are the seven channels on the platform.” (Gary, 03:59)
• Content Craftsmanship Matters – Success comes from mastering execution: first three seconds, thumbnail, copy, and adapting to platform norms.
  • "Until you’re great at the craft of the video or the picture or the written words in social, everything will be hard, I promise you." (Gary, 10:08)

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2. Modern Personal Development Content: Lifestyle vs. Self-Help

• Strategy: “Yes, both!” – Fuse lifestyle and personal development; don’t restrict to one theme.
  • “The biggest liberator of strategy is and. Humans in boardrooms are obsessed with or.” (Gary, 09:05)
  • Avoid a “throw everything at the wall” approach—always have logic tied to target audiences.

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3. Podcast Audience & Content Strategy

Pivoting When Guest Profiles Don’t Match Your Business Goals

• Keep Authority, Adjust Guest Ratio – Retain influential guests occasionally for authority, but reshape guest mix to fit business objectives.
  • "I would probably do one guest like you used to every two months. But the other seven guests would follow the path that you figured out." (Gary, 12:28)

Social Media Team Output & Platform Focus

• Minimum Output: The quantity should factor in platform diversity and tailoring for each platform (edit copy, thumbnail, etc.).

  • “When you make one video, you're actually getting four pieces of content if you're on four platforms, by changing the copy... based on what platform.” (Gary, 14:03)

• Focus on Results Over Volume:

  • "Number one goal you should all care about is views achieved organically... If player one got me three videos a day at 100,000 views, but player two got one video at 4 million, which one do I like better?" (Gary, 16:39)

• Customize Content Per Platform – Simple reposting isn’t optimal; tweak first few seconds, captions, and framing.

  • “Every video should be slightly different on every platform based on the audience that lives in there and the temperament of the room.” (Gary, 16:05)

Podcast Clipping & Content Variety

• Don’t rely solely on podcast clips; diversify how and where content is created. Host events, go on location, create new experiences to generate content.

  • “Just clipping podcasts can’t be your only source of content… Putting yourself in a position to make content.” (Gary, 19:21)

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4. Small Business Content Production & Community Engagement

The Bottleneck Dilemma: Founders as Main Content Creators

• Patience + AI – Rely on patience and emerging AI tools to scale content efforts. Consider hiring retirees or nontraditional team members to assist.
  • “You've got emerging AI so you could late night learn how to use AI tools to help you make more content.” (Gary, 21:12)

Local Community Events and National Distribution

• Local “Loyalty Tours” Drive Awareness – Example: Tea brand hosts local event for Target customers.

  • “Basically you come in, you show that you have your Target receipt, and you get free tea.” (C, 22:25)

• Scaling Local Tactics Nationally – Use hyper-local targeted ads (5-mile radius) with personalized founder videos for each store location to expand reach.

  • “If I own this company and we were three partners, I would say we've got to make 168 videos or use AI to capture our voice and replicate it... Your story is so compelling.” (Gary, 23:58)
  • “When your life's on the line, I just think that you'll sit down and say it.” (Gary, 25:41)

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5. Platform-Specific Insights

“Threads” and “Pinterest”

• Pinterest and Threads are lower-priority channels for most businesses due to waning user engagement, but can be tested as “bonus” platforms.
  • "Threads in Pinterest are, like, on the shelf over here. I'm for it. I'm just trying to make sure y' all really go to 5 and 6." (Gary, 27:03)
• TikTok and LinkedIn have the greatest current organic reach potential, with other platforms also moving toward more discovery-driven content.

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Notable Quotes & Memorable Moments

• On Content Distribution:
  “To not make content on every one of them, just choosing the cliche Instagram and TikTok only... Facebook’s the most fertile opportunity.” (Gary, 05:54)

• On Subjectivity in Branding:
  "The reason I've always pushed against brand talk is it's subjective... The Constitution. I don't know if you've heard. Half of America sees it one way, the other half sees it another way." (Gary, 02:21)

• On Modernizing the Message:
  “Would I make the examples contemporary? Yes.” (Gary, 10:53)

• On Content Efficiency:
  “The only North Star should be gross views and per post views.” (Gary, 17:09)

• On Emotional Storytelling in Local Ads:
  “Because this is our fucking lives. And if this doesn't work at these Targets, they're not going to give us more Targets. And we don't know what we're going to do. Pull at fucking heartstrings.” (Gary, 25:06)

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Key Timestamps

• 00:35 – The shift from scarcity to abundance in brand distribution
• 01:19 – Virtual influencers, the value of owning image, voice, and likeness
• 03:59 – The analogy of social media platforms as TV channels
• 05:54 – The power of being present across all key social channels
• 09:05 – Fusion of lifestyle and personal development ("and" vs. "or")
• 10:53 – Modernizing and contextualizing Napoleon Hill's message
• 12:28 – Podcast pivoting: keeping authority while changing guest mix
• 14:03 – Maximizing output by repurposing core video for multiple platforms
• 17:09 – North Star: views achieved, not just content quantity
• 21:12 – Leveraging AI and unconventional help for content scale
• 23:58 – Hyper-local personalized video ads to drive national CPG engagement
• 27:03 – Thread and Pinterest: niche value, not core for most businesses

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Conclusion

GaryVee provides a rapid-fire masterclass in modern brand-building: own the full breadth of your IP, leverage AI and the full spectrum of digital platforms, and always play to the strengths of contemporary content distribution. Personalization and platform-specific strategies are critical, while the right mix of patience, technology, and emotional storytelling can unlock new levels of success—even with limited resources. Whether reviving a legendary personal development brand or hustling as a startup, the principles of adaptability, volume, and authenticity remain universal.

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Transcript

[A]

Hey, Gary.

[B]

Hi.

[A]

So Matt Higgins was the one connected us. He's coaching me. He said that we're sitting on a very valuable asset having the rights to Think and Grow Rich and Napoleon Hill. The first question I have is, so we have the rights to use the name, the material, the content, everything he's ever created. Napoleon Hill. Should we be going with Think and Grow Rich or Napoleon Hill? Both and both and okay.

[B]

And so much of the world we live in now, life is about life. Business is about distribution. And we used to have to make choices. Cause the Internet and social didn't exist. So like if you were gonna open up stores in 1987, you had to pick one. Cause it's fucking expensive to open up duplicate stores. But when you're talking about what I'm talking about, which is building brand in a modern social world, the answer is.

[C]

And cause some people would like it goes to cohorts. Some people would resonate with Napoleon Hill. Some people would resonate finger rich.

[B]

Plus, if you go Napoleon's route, you have unlimited upside. Do you have the rights to his image? Is it name, image and likeness?

[A]

Everything image.

[B]

His is much bigger upside. Napoleon in AI form should be competing with me right now and has a lot of leverage against me. It's all historic. Like, I think this will play out like if you own the I. So if you're sitting on the ip, you need to probably stand him up. So something a little far fetched that I want everybody to hear is virtual influencers. One of the biggest conversations of the next decade is going to be influencers that aren't real people that you all own. Now they're sitting with gold. They're owning something that's real. You're gonna have to make up your third sister. That's right. Or the dog.

[C]

Should that be the voice? That was our question too. Cause we had the voice tone of like.

[B]

You have his voice on record, right?

[A]

Yes.

[B]

No, no, no.

[C]

I meant like the voice of our brand.

[B]

Yeah. I mean you're gonna find with me in the audience, like voice and tone become. It's subjective. Let me like. Okay. I mean, I watch people on my team that have been with me for 10 years trying to capture my voice and send me stuff. And I'm like, I would never say that. Yeah. So like you have to remember voice and tone like brand talk. The reason I've always pushed against brand talk is it's subjective. Like, what's a brief? I'm gonna give you a brief. Oh, the brief is bad. A brief is a Piece of paper with words on it and how you interpret it. You know what else is words on a piece of paper? The Constitution. I don't know if you've heard. Half of America sees it one way, the other half sees it another way. So, you know, voice and tone is subjective. You four ladies leave and four other people come in and they're gonna judge if it's on voice or on tone. Got it? You need to really reconcile that truth.

[A]

Okay, so as we bring Napoleon back, whether it's AI virtual, that's what I.

[B]

Would do if I was in this seat. I would bring him fully back. Like, actually, he's the one. Like, actually in a year, I just want, like. And by the way, it looks like he's a lot. I don't know if you guys have seen the A.I.

[A]

Yes, we have. We have created characters.

[C]

We talked to him on the phone. We asked him questions.

[A]

We asked him a question.

[C]

He talked to him yesterday.

[A]

Okay, so now you know, Think and Grow Rich is a heavy read.

[B]

Yes.

[A]

And it's been thanked by many entrepreneurs.

[B]

Right.

[A]

So. So what we want to do is we want to launch an easier read called Think and grow rich. 10 minutes a day.

[B]

Okay.

[A]

Make it more sexy, more modern for younger crowd. What would you do with this?

[B]

Meaning, how would I get people to know about it?

[A]

Yes.

[B]

By making unlimited social media organic, creative across the seven platforms that matter to society to me, basically. Let me take a step back that might help all of you. I believe your phone is the television, and I believe that Instagram, Snapchat, TikTok, YouTube, LinkedIn, Facebook, Pinterest, to some degree, are the seven channels on the platform. Just like your great grandparents had. Six channels, three channels. You know, I'm 48. We were pretty poor, so I was in the 13 channel world. Pre. Pre cable. Some of you can stick around that and remember it. Those seven platforms, those six platforms are the channels on the television. Unlike the way Hollywood worked, everybody here is allowed to make a show on the channels. If you were trying to be in everyone's home in 1984 or 1963 or 1949, and you could, why wouldn't you have a show on every channel? This channel, choosing that so many of you are doing is. That's a strategic nightmare to me. Not the tone of voice, the not making content on all these platforms. To not make content on LinkedIn, YouTube, YouTube, Shorts, Facebook, Instagram, TikTok, Snapchat Spotlight, which acts like Instagram. And I mean, for you, Snapchat Spotlight could be the golden goose. Cause no one's fucking there. No one's even thinking about it. You know who is there? A fuckload of 15 to 30 year olds. So to not make content on every one of them, just choosing the cliche. Instagram and TikTok only Facebook's the most fertile opportunity. How much damage do you guys do on Facebook? Facebook. Yeah. I'd say of our meta ads, probably like 75% plus is going through Facebook. Say it nice and slow for everyone in the back. 75% of our ad spend is going to purchases through Facebook. And what he knows that I know because we're in it is I'm selling to 20 and 30 year olds on Facebook, not Facebook. So I would say the strategy you need to do is bring him to life. That book to Life. The mini 10 minute version book to life. All of them to life on all six platforms.

[A]

We've never done an ad.

[B]

You don't need to do an ad. You can do an ad.

[A]

Just stay creative.

[B]

Yeah. Organic and paid both work. I believe we're now in a world where you go organic first and when things do well, then you go paid. That was done in platform for ad people before. Now that nuance I showed him to add is another element that affects the thing that they really need to worry about, which is brand. You, you start with brand, you start with juice that none of us started with. You're sitting on brand and.

[A]

Yeah.

[B]

How do you have a nice question you. You to answer where you're about to go, you have to be so I just told you that you should play basketball. Just so everybody knows. I just told everybody here you should become a professional basketball player. Why did I do that? Because out of all the major sports in the world, the way the new collective bargaining agreement for the NBA is and how big the media rights are, basketball only has 12 to 15 players, but the players are gonna get 50% of all that money. So the money is so extreme. But unlike football where there's 53 players and you divide by 53, in basketball, you divide by 12. So you're gonna hear from your buddies that are either you're into basketball or you're gonna hear from your buddies in basketball. I can't believe this player just got $400 million and they're not even good. And you're like, how is that possible? That's how I just told you to be a basketball player. I've given you the answer to how everything in society is working. Those six platforms dictate everything. The presidential election, the temperament of Our society, everything that is popular, what is famous, what sells the whole. It is absurd how much social media is underrated now. You've got to get good at it. That part, that's where you're about to go. How? That's why I went textbook on the new book. But it's an everyday game. You all must get as good. Notice the first question I asked him. How good do you think you are? Because the delta between him being. And I was listening. If he's a 7.8 against the world, which is very high. The delta between him being a 78 and an 88 is 4 million in November, not 2. I. If you go look at my organic social. John, you know this cause you're on team. I've been complaining to the team for the first seven, eight months, nine months a year that we're not good anymore. That's been the energy on my team. Because it's true. And we had all sorts of excuses. I'm not making as much original content. We've been a lot better, right John, You've seen the numbers the last two months we've been a lot better. We're just better. We just got better. We just got refocused.

[C]

Would you go lifestyle or personal development?

[B]

Yes.

[C]

Lifestyle.

[B]

No. The biggest liberator of strategy is and humans in boardrooms are obsessed with or. Or is comfortable or is school or is having a job.

[A]

And so it's just about throwing everything at the wall.

[B]

But not that. Yes. Because I'll explain. No, no. I love what just happened. It sounds like it's throw against the wall and see what sticks. It sounds like spray and pray. It sounds like test and learn. It sat right. But none of it is illogical. You're sitting there and you're thinking about who am I trying to reach? You're thinking who would Napoleon resonate with? We have historic data. What he means for 18 to 35 year old dudes. You know that. So obviously you're gonna make different content for that crowd versus a 63 year old female immigrant from Hungary. Because you want everyone, right? So it's just. That's what's great the rest of the day and book and team and before and maybe even before like cohorts. If you already talk about that, like that's the game. But you have to get good at the craft. Like the first three seconds, the thumbnail, like all of it, the copy. Like until you're great at the craft of the video or the picture or the written words in social. Everything will be hard. I Promise you. Because everything else is getting more expensive because they're all losing market share to this machine. Newspaper ads are more expensive than they were five years ago.

[A]

Would you, if you had this brand.

[B]

I'm good, I'm good. Sorry, go ahead.

[A]

If you had this brand, would you modernize the message or keep it traditional Napoleon style?

[B]

I don't. So I haven't read the books, but obviously I've been very. Especially because of who I am. Like I have a general sense. It sounds like a lot of the principles are tried and true. Would I make the examples contemporary? Yes.

[A]

Thank you.

[B]

You got it.

[D]

Okay, great. He agree.

[B]

Hello.

[D]

My first question is about our podcast. We started it four years ago.

[B]

Yes.

[D]

And we choose our target audience to be founders, operators and tech VC backed investors.

[B]

Smart.

[D]

And we got a lot of them in the show, like the most important in the region in whole Latin America. Yet then we found out that that's not actually a target that we want to sell to. So now we have this podcast that has a lot of authority in the field and some recognition on it, but it's not working. So we can invite like it's not.

[B]

Working because those guests and that energy is not directly impacting your business.

[D]

Exactly.

[B]

Great. Yeah, it makes sense. What I would do is back to the theme of this whole meeting is I would go into and I would cut back the kind of guests that represent that by a lot but not completely kill it because you got equity there. So instead, how often do you do the podcast? Great. I would probably do one guest like you used to every two months. But the other seven guests would follow the path that you figured out and you heard you just need new guests that do address who you want. Do you see what I mean? This goes back to and.

[D]

Okay, great.

[B]

Does that make sense? Sure.

[D]

Other question that we have is more tactical, please. Our social media team has one graphic designer, one video editor, one community manager, and one copywriter.

[B]

Okay.

[D]

How much content should we expect from the team to produce?

[B]

That's a very fun question because to your point, it's complicated. Let's talk about that. So, number one, there's so much here. Number one, are you doing predominantly videos or pictures? Both.

[D]

A mix of both, but mostly video.

[B]

So first of all, back to the rant I just had and I saw you guys talking. How many platforms are you putting social out on?

[D]

We were on everywhere. Then we just decided to focus on LinkedIn.

[B]

Yep.

[D]

That sounded smart.

[B]

Yep.

[D]

We said like, okay, let's crack link. Didn't end.

[B]

Is your audience B2B. Yeah. Okay. Minimumly, you need to be on YouTube, shorts, LinkedIn. So Twitter is about to become much more like everybody else. So I believe in the next couple weeks, Twitter is gonna unleash a video tab and it will look exactly like this is the game. So I think Twitter is very, very going to be very fruitful for a lot of people and first movers. Same old shit won't be as good as conversion if you're just cac ltv. But for brand, it could be completely crazy because of the viral nature of the platform. I'm aware that there's a lot of energy against X, but like, for example, I live on Twitter and I do no politics and have plenty of fruitful situations. You're in control of what you consume and what you put out. So I think X will be good for you. YouTube will. YouTube Shorts is very important because of the way search works. And I do think there's strategic things you could do on TikTok that could really find the right audience. But I think it's about. Let me give you this one. On TikTok, I'm a big fan if you're. Especially if you're B2B. But it could also be if you're niche, like tea or earrings, make content that is kind of positioned as, hey, send this to your person in your life that's into tea. Hey, if you know anybody who's in this small business, like, send this video. Like, literally the name of the video is send this to someone that's into. Because there's a viral loop there on TikTok that could work. Keep going. So to answer your question, first, when we take a piece of video, what all of you have to be best at is post production for the platform. Notice how I started speaking with an example of a video that did 2 million on TikTok but underperformed on Instagram. Same video, I change the copy, but sometimes that's not even enough. But minimumly, minimumly, when you make one video, you're actually getting four pieces of content. If you're on four platforms, by changing the copy that supports the video based on what platform. If I'm posting on LinkedIn, I'm gonna reference people that are traveling for business, sitting at their desk. I may make that reference. Like, if they make a video, I'll just use them because it's gonna be easy. If they're making a tea video and they post it on LinkedIn, which I think they should, which nobody who owns a tea brand or retail store would ever think About. But I think LinkedIn has become like Facebook. There's just people on it and they're just seeing shit in theirs. I would put like a video, could be them in it, whatever it is. But the copy would say, tired of the shitty tea they serve in the office? And then comma into what they have to say. I wouldn't put that on TikTok. I would just go into like, average chamomile blows. Here's oolong. Here's the, you know, like, whatever they're going to do. So I think that. How much content should you expect minimumly? You should expect whatever the output is. It should be times however platforms you have. But don't take the same video and post it everywhere because it's going to act different. The copy minimumly should be changed. I'm not even living my same life. Like, we should tweak the first second or the thumbnail. We do that half the time, not 100%. It's even like, you know, like somebody who's good at fitness, sometimes you have cheat days. We're not perfect. On my team, every video should be slightly different on every platform based on the audience that lives in there and the temperament of the room. I'm going to act differently in this boardroom with all of you than if this was being done at a private restaurant. Like, this whole meeting would be slightly different if this was from 9pm to midnight with wine at a restaurant. Same meeting, different, different room. Right? My slang would be different. The energy would be different. It would just be different. Y' all would be different. So, you know, I think for you two, you have to, like, watch them work for a day. Like, just because everybody's different. Like, look, the number one goal you should all care about is views achieved organically. So let me give it to you this way. There's people on my team that are fast. There's people on my team that are slower. But if player one got me three videos a day, and those three videos got me 100,000 views, but player two was slower, but she fucking made badass shit and only made me one, and that video got 4 million views, which one do I like better? But when people play well, but Gary, my shit's good. I'm like, no, it's not. You took a day and your video got 8,000 views. And over here, they got me three videos at 8,000 a piece, and that got me 24,000 views. When you make views achieved gross and per post as a North Star, it's gonna help you answer A lot of these tough questions understand. You like that, right? You can hold. I could see you reacted well to that, but I get it. It's hard. This will help you ground this game in something. Yeah, right? Yeah.

[D]

Because sometimes I feel that we're, like.

[B]

Just throwing darts together, and that's okay, too. If they can explain the dart. It goes back to that. If I can explain to you the reason I'm making this video is I'm going after women that grew up with entrepreneurial fathers in California. Well, then when you look at it, you're like, oh, shit, I see what you did there. You made a surfing reference. You made a daddy reference. Like that. You had a concept. So back to. It's not like everything I make has a thought. It's not just to get views. There's a reason. And sometimes that is like, hey, I've been heavy. And talking about heavy, like, you know, like, stress management. Let me post a video that I like blueberries to fucking switch it up. But there was logic.

[D]

Sorry. Isn't it hard to do that when you have. When you're clipping a podcast? Like, how do you decide?

[B]

Yes, yes, it's hard to do that. Which is why just clipping podcasts can't be your only source of content. Right? Yeah. He's filming right now. 4Ds is different than Tea with Gary V. It's different than I give a Keynote. Too many people became one dimensional. Putting yourself in a position to make content. Look what I told Krishna to do local business for me. It's a huge win for him because it's like, you notice how I broke it down? Like, you might get some local business. You're gonna learn. You're gonna listen to people, you're gonna get content. So even if he doesn't sell a single thing to the 144 people that he has in a dining room, 12 times 12, once a month, he just needs one clip to pay for the whole thing. Again, back to if Lexi and her sister, maybe they like running. Well, then fuck it. Find a running cameraman with you. Or like, a GoPro. Again, maybe I pitched to Christian the dinner thing, but maybe golf. And maybe the video says, I'm taking a foursome out to my course and we're filming it. I know it's weird, but some of you get. It's 20, 24. Like, I don't know what's right for y'. All. Maybe they're doing like. Like, think about what their business. We're about to go there. Like, they could just invite people to the shop and film.

[C]

We're doing it Saturday.

[B]

Got it?

[D]

Yes, thanks.

[B]

Keep thinking.

[C]

It's not.

[B]

No. All right.

[E]

Yes. So it's almost the opposite of everything you just said. Okay, so our most popular content is Jamila and I, but we are a tea room, a tea shop. We just got into Target, so we're doing CPG now and we are the bottlenecks for our content.

[B]

Makes sense.

[C]

So uncloth the toilets.

[B]

Yeah. You're doing everything. Yeah, I lived that life for seven straight years with wine library. Yeah.

[E]

So really it's. How did you get from, you know, you being going on YouTube from my library to patience. Producing enough content. Patience to do it.

[B]

Patience. Okay. Like, you know, you've got a lot of things going for you. You've got emerging AI so you could late night learn how to use AI tools to help you make more content. You could. You've got the coolest job that everybody wants to do as a teenager. All of you have that. Actually, ironically, one of my favorite places to look at for something like this is somebody who's retired and just looking to like, still enjoy life. There's an incredible back to ageism, which is still not really being talked about because of the way technology has worked. I think we're sleeping on people 50 to 90, 60 to 90. 70 to 90. You know, like you'd be shocked on some like, you know, back to like the way our heads work. We don't think a 68 year old can work the register and edit our videos. There's plenty of 68 year olds who are taking online courses to do social media fucking post editing. Next question, please.

[C]

So we are creating the unscalable.

[B]

Yep.

[C]

Intimate moments.

[B]

We're doing a little.

[C]

A loyalty tour. All right. So we're having one this Saturday.

[B]

Tell me about it.

[C]

So basically you come in, you show that you have your Target receipt and you get free tea.

[B]

You get love it. Right. Because you've done this CPG partnership with Target, you're trying to support that.

[C]

Yeah.

[B]

You say now Target receipt that you bought our stuff or anything at Target. Our stuff. Respect.

[C]

Gotta buy you down somewhere else.

[B]

Okay. How are you letting people know about that?

[C]

So we've used mostly Instagram. We've used it. And so it's like.

[B]

It's happening.

[C]

It's happening. The RCPs are beyond what we expected.

[B]

Did you run ads locally or was it, well, organic?

[E]

It was all organic. I think the thing is though, it was here in Brooklyn, but we're in stores all over the country that I understand.

[B]

Yeah.

[E]

So like how we reproduce this in Iowa?

[B]

You don't.

[C]

So what do we do for Iowa? Because that's. I think our problem is because we got put into place into cities and rural areas that have no knowledge that we, we even exist.

[B]

Yes.

[C]

We thought we were going to get a soft launch pad. We didn't even get started. We didn't even get launched in New York until this upcoming November. Right. So what do we do with those places who don't even know to follow Brooklyn T? We're doing some ad things. I'll use a digital marketer.

[B]

Tell me about that. That's where I want to look under the hood. Do you know how many doors in Target are you going to be in?

[E]

We're currently at 104. About to be at 168.

[B]

So I would run five mile radius ads on all 168.

[E]

Yeah, we did the zip codes.

[C]

We did the zip codes.

[B]

And are you in the content? No. Mad. So here's what I would do. If I own this company and we were three partners, I would say we've got to make 168 videos or use AI to capture our voice and replicate it. And literally it is us. And literally it is us. Your story is so compelling. It's not super complicated. It's an awfully compelling story to rural area, 5 mile radius people. Let's understand why Target did what they did. And that's good for you. You make videos and say hey, we're us. The opening line of the video is hey, let's just pick a town. Where do I know where there's a Target? Clark, New Jersey. There's a Target in Clark, New Jersey. I know that cause it's my dad's former shopping center where he had his liquor store. Literally the video is, hey, Clark, New Jersey. Target shoppers. We. Hi, it's me, it's me. We are running this ad within 5 mile radius of that Target. You will not believe this. We have our product in the store. Then tell them the tear jerking story or the emotional story or the human story of how hard you've worked. How long have you had it? Six years. Yeah. We've been painstakingly building this one store in Brooklyn for six fucking years. Maybe don't say fuck it, but it would mean the world to us if you would go to Target this weekend and pick up. We promise you it's the best tea by the way. Here's our. You could go this far. Our phone number. If you don't want to blow up your phone. Here's our email. Here's our Instagram. Please DM us. We want to know and thank personally every single person that buys a teabag from us. Because this is our fucking lives. And if this doesn't work at these targets, they're not going to give us more targets. And we don't know what we're going to do. Pull at fucking heartstrings. Five mile radius. You'll know how to do that on every store, all of them. And if you have to, because you don't know how to fuck with AI, do 168 videos, then. Do 168 videos. If you can get an AI trained on your voice where you can, like, save yourself time and just type in Clark. Like, the lips move and you're like, hi. You know, like the whole, like, Mr. Black, the Simpsons episode. But, like. But honestly, my thing of why I'm not even scared if you don't do the AI thing is when your life's on the line. Like, that's what's great about a small business. This is our lives, right? When your life's on the line, I just think that you'll sit down and say it. Like, you could chop it, too. You could, like, literally do the first part, maybe show. As you're talking. You could easily be smart about it. You just need to film, hey, Detroit Target. Hey, you know, da, da, da. And then have, like, the second sentence be a voiceover with, like, maybe showing your store. This is our store. And then you kick in the rest of the video. So you only have to film, right? You got the. You see where I'm going? Five mile radius is 50 bucks. Boom, boom, boom. It will work. It will work. One more quick one, please.

[E]

You didn't mention Threads.

[B]

Yeah. Why Threads deserves to be mentioned. It's just waning users so fast that I'm scared. Threads in Pinterest are, like, on the shelf over here. I'm for it. I'm just trying to make sure y' all really go to 5 and 6. Even though threads keep showing up that it's doing well, Facebook's just vigging it by forcing people to download the app. Like it's. The audience is declining. Not. But I'm not against Threads. Threads, by the way, for most of your businesses. Even though Pinterest would work for y'. All. Like, I like it more than Pinterest, by the way. On the record. Add it. But the virality in there, I don't see as much. And all of you are going to rely on the virality, but I'm not against it at all. And to me, just getting the threads post from your Instagram post is an easy way to just see if it's there, even though it's not contextual to it. Plus, I don't have it fully mapped and I like to speak from a place of, like, expertise. But if you're feeling comfortable there. But look, TikTok has the most virality chance. I wasn't kidding what I said. About 8 million for them. TikTok has the most. It doesn't fit everyone here. Good news. Every platform is going through the TikTok thing. LinkedIn, same thing. One video, I have 4,000, next one, 400,000 YouTube shorts, same shit. First video, a thousand, next one, 250,000. So they're all about to go through it because it's the right thing for all of us. It's the right for the platform. It's right for us. People you follow. You follow them because you worked with them seven years ago. You don't give a fuck about their dog. So, like, your interests matter more than who you follow.