The Next Big Opportunity for Creators (And How to Seize It) - The GaryVee Audio Experience

Summary

Summary of "The Next Big Opportunity for Creators (And How to Seize It)"

Episode: The Next Big Opportunity for Creators (And How to Seize It)
Release Date: January 9, 2025
Podcast: The GaryVee Audio Experience
Host: Gary Vaynerchuk

Introduction: Embracing Education and Entertainment

Gary Vaynerchuk opens the episode by reflecting on his journey from launching Wine Library TV on YouTube in 2006 to becoming a prominent entrepreneur and influencer. He emphasizes the importance of balancing education and entertainment in content creation, highlighting how his deep knowledge of wine, combined with his charisma, propelled his early success.

"You build, you learn. You all know. Some of you are way better today than you were just even six weeks ago or six months ago." ([00:00])

The Emerging Opportunity for Creators

Gary identifies a pivotal moment for creators, drawing parallels to when he first predicted the rise of influencers on platforms like YouTube. He argues that creators today are positioned to capitalize on unprecedented opportunities, especially with the advent of affiliate marketing and live shopping.

"This is that moment again. For the people that have figured out affiliate and live shopping, it's a big deal. It's bigger." ([03:30])

Shift from Brand Deals to Affiliate Marketing

A significant portion of the discussion focuses on the transition from traditional brand deals to a cost-per-sale (affiliate) model. Gary explains how this shift allows creators to earn based on actual sales, fostering a merit-based environment where genuine value is rewarded.

"There's an ROI there that you're getting versus a brand deal. There's a contact requirement in a ceiling." ([06:09])

Both Gary and his co-host delve into the benefits of this model. Gary emphasizes that success in affiliate marketing is a direct reflection of a creator’s authenticity and ability to engage their audience effectively.

"Cause you're gonna get your true value. Cause there's no hiding behind it." ([06:26])

Building Authenticity and Trust

Gary underscores the critical role of authenticity in content creation. He shares personal anecdotes from his early days of Wine Library TV, where he candidly reviewed wines, even those he didn’t favor. This commitment to honesty built trust with his audience, a principle he asserts is essential for long-term success.

"Authenticity is everything, bro." ([07:41])

He further elaborates that while consumers can be deceived in the short term, they recognize and reject inauthenticity over time. Thus, maintaining genuine connections is paramount.

"The consumer can be tricked in the short term, but is not stupid." ([08:31])

The Rise of Virtual Influencers

Gary introduces the concept of virtual influencers—AI-generated personalities that can dominate the digital space. He predicts that in the next decade, many of the most famous entities will be virtual, outflanking human influencers by being more scalable and controlled.

"In 10 years, hundreds of the most famous people on earth are gonna be AI people, fake people, owned by people." ([04:15])

He urges creators to adapt by developing skills to manage and create virtual personas, ensuring they remain relevant in an increasingly AI-driven landscape.

Parenting in the Age of Social Media

Shifting gears, Gary addresses questions about parenting in the context of social media. He criticizes modern parenting trends that use technology as a crutch, advocating instead for building genuine self-esteem in children. Gary stresses that authentic parenting involves setting boundaries and being actively involved rather than relying on digital distractions.

"Parenting has become unbelievably ludicrous. You don't like shit. Be a fucking parent." ([16:24])

He advises parents to focus on fostering self-esteem and accountability in their children, ensuring they are resilient against the pressures of social media.

Community vs. Competition in Social Platforms

In a discussion about the nature of TikTok and similar platforms, Gary addresses concerns about community versus competition. He reassures that while the platform fosters competition, it also offers opportunities for everyone to succeed based on their efforts and authenticity.

"You are in control. If it gets too much for you... you're in control." ([20:52])

Gary encourages creators to remain self-aware and prioritize their well-being, suggesting that maintaining control over their content and interactions can mitigate feelings of competition.

Actionable Insights and Final Thoughts

Toward the end of the episode, Gary reiterates the urgency for creators to seize current opportunities and build sustainable, authentic brands. He emphasizes the importance of adaptability, continual learning, and leveraging both traditional and emerging monetization models.

"You need to go hard the next 24 months and separate yourself." ([04:45])

He closes with motivational insights, urging listeners to take decisive action, invest in their personal growth, and remain resilient in the face of an ever-evolving digital landscape.

Notable Quotes

“Consumers can be tricked in the short term, but are not stupid.” – Gary Vaynerchuk ([08:31])
“In 10 years, hundreds of the most famous people on earth are gonna be AI people, fake people, owned by people.” – Gary Vaynerchuk ([04:15])
“You need to go hard the next 24 months and separate yourself.” – Gary Vaynerchuk ([04:45])
“Authenticity is everything, bro.” – Gary Vaynerchuk ([07:41])
“Parenting has become unbelievably ludicrous. You don't like shit. Be a fucking parent.” – Gary Vaynerchuk ([16:24])

Conclusion

In "The Next Big Opportunity for Creators (And How to Seize It)," Gary Vaynerchuk provides a compelling roadmap for creators navigating the dynamic landscape of social media. By advocating for authenticity, embracing emerging monetization models like affiliate marketing, and preparing for the rise of virtual influencers, Gary equips listeners with the insights needed to thrive. Additionally, his candid advice on parenting in the digital age underscores the importance of building strong, resilient foundations both personally and professionally. This episode serves as both a motivational call to action and a strategic guide for anyone looking to maximize their impact and success in the creator economy.

Transcript

A (0:00)

This is the GaryVee audio experience. Hey everybody. Before we start today's podcast, I put out a new deck. I know the pyramid deck changed everyone's life. Go to GaryVee.com attention. A free. How many pages does it sid? A free 47 page deck that is free. That will change your business, your life, your brand, your world. Go check it out. Now to the podcast. This is about education and entertainment, right? How good are you at those two things? I popped off in 06 on YouTube because my show was Wine Library TV. I was deeply educated cause I grew up in wine. And at that point I knew every. I mean I really knew everything. You couldn't even imagine I was tasting fucking 500 wines a week for 17 years at that point. Like it was in me. But then I also happened to have charisma and gift of gab and it got better. You go look at those early episodes of Wine Library tv. That's a different version than who I am. You build, you learn. You all know. Some of you are way better today than you were just even six weeks ago or six months ago. When I wrote Crush it, my first book that kind of put me on back in 2009. I wrote it in 2008. It came out in 09. In that book, I said that influence, I didn't use the word influencer. I said people who were on YouTube were gonna make $100,000 a year. And I got shit on by everyone. Like if you literally went to Amazon right now and sorted the reviews of my book by oldest and read the first reviews when it first came out, they're like this fucking snake oil salesman, he's trying to convince you that you're gonna make $100,000 a year on social media. What a fucking asshole. And so I don't think people understand, like this is that moment again. For the people that have figured out affiliate and live shopping, it's a big deal. It's bigger. There's nothing I'm gonna be able to do now. Any of my energy or my articulation, my gift of words that's going to be able to explain to all of you how perfect you have it right now. And what I'm worried about. Cause I was there for all this shit. I was there when Tila Tequila and Dane Cook were fucking dominating my space. I was there with all the early Twitter. I was one of the first that had a million followers on Twitter in the world. I watched the others. I was there. I've been there everywhere. I'm one of the few humans on Earth that has more than 2 million followers on every platform from Snapchat to LinkedIn to YouTube. So I've watched my contemporaries. Some people just live in LinkedIn, some people just live in Snap, some live just in TikTok. I've watched it all. And what I can tell you is gonna happen to a lot of you is you're gonna regret. Let me get very serious with you. Cause I want this for you. A lot of you don't realize how big of a deal this moment is. And so you're not gonna go hard enough. You're gonna take it for granted and you're gonna wake up in 18 months and everyone's gonna do it. And you're gonna cry to me the way so many influencers cry today about, like, where they were six years ago, but where they are now. And they're gonna. And this is my favorite one. You know what all these influencers that had a moment four years ago say to me, dear Gary, I've been shadow banned. And I reply, no, you haven't. You've been outflanked. I don't want you to get. You have such an advantage right now. Like, honestly, all of you should get up right now, like right now, and leave. Literally leave and go live or make content. This is like literally 100% obsession for the next year to distance yourself from. While you're in the lead. Because this is going to be it. It. It's a big deal. So what do I think? I think in the way that everyone underestimated social media. When I started the first influencer agency, Grape Story, with Jerome Jar, who was a Vine star. We signed Logan Paul, we had King Bach. All these people. People were like. Influencer was like, not even on people's like. Like, I used to say that influencers were gonna be more famous than famous people. And again, laughed at. Laughed at. I think a lot of people here are gonna do more revenue than a lot of stores that are littered throughout New York City here. Easy, easy. Humans are stores now at scale. But you need to go hard because the moment closes fast. Cause then everybody figures it out, right? All of Hollywood. Do you know that Hollywood did not go on social media in 06789, 10? They thought it was beneath them. I would beg celebrities, athletes, I'm like, please. This is. They laughed at it. That's why anytime MC Hammer or fucking anybody who went on Twitter or started an account, they would get so much love. Cause they were all making fun of it. And now they got so Many real celebrities are sad cause they're way less famous than influencers. Just like I'm right now yelling and screaming and asking all of you to start your own virtual influencers. Create a human that's not you and build them up. Because what influencers did to famous people, virtual influencers are about to do to influencers over the next decade. In 10 years, hundreds of the most famous people on earth are gonna be AI people, fake people, owned by people. And by the way, and by the way, those motherfuckers are gonna sell shit and outflank you. I need you to listen. I need you to fucking listen. You need to go hard and understand everything. Cause you're gonna have this moment and then you're gonna have to adjust. And you need to become the IP owner of other humans that aren't you. You're gonna need to actually get that skill so that you own the thing. You wanna put yourself out of business versus somebody else putting you out of business. You're gonna have a moment and then shit's gonna keep changing. I need you to go hard at this moment. You have to go hard the next 24 months and separate yourself.