The Real Reason You’re Not Creating Content (And How to Fix It)

Summary

The GaryVee Audio Experience: Episode Summary Episode: The Real Reason You’re Not Creating Content (And How to Fix It)
Release Date: December 13, 2024
Host: Gary Vaynerchuk

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In this enlightening episode of The GaryVee Audio Experience, Gary Vaynerchuk delves deep into the common barriers preventing individuals from creating consistent content. Through a series of engaging discussions and audience interactions, Gary provides actionable insights and strategies to overcome these obstacles. The episode is structured around key themes, each elucidated with real-time examples and personal anecdotes, making it a valuable resource for content creators at any stage.

1. Identifying Underpriced Social Media Platforms

Gary opens the discussion by addressing the landscape of social media platforms, emphasizing the importance of recognizing undervalued channels for content distribution.

• Highlight on TikTok:
  When asked about emerging platforms, Gary asserts, “It's not too late [for TikTok] because creative is the variable of success” (00:56). He likens early TikTok engagement to buying beachfront property, suggesting that while the prime spots may now be saturated, there’s still significant value in less prominent areas.

• YouTube Shorts and Facebook Reels:
  Gary also spotlighted YouTube Shorts and Facebook Reels as underpriced platforms ripe for content creators. “Facebook Reels is actually on fire because not as many people are posting, but there's still so many people consuming” (01:27). He emphasizes that despite these platforms being less glamorous, they offer substantial opportunities, especially given their mature user bases.

2. Overcoming the Fear of Copying

A recurring theme in the episode is the hesitation to emulate others’ successful content, primarily due to fears of lack of originality and follower count.

• Embracing Individuality:
  Gary counters the fear of copying by encouraging individuals to leverage their unique qualities. “You stand out because you're wearing a pink dress... you as a human being are already standing out because you're a different human being” (03:09). He reinforces that personal differences—be it in presentation or the unique aspects of their real estate listings—are sufficient to differentiate their content.

• Shift from Follower Count to Content Quality:
  Addressing concerns about having zero followers, Gary states, “It doesn't matter anymore how many followers you have. That game changed... it's now about the individual post, not about your followers” (04:00). This shift underscores the potential for virality regardless of initial follower numbers, democratizing content creation.

3. Content Creation Strategy and Delegation

Gary provides a comprehensive strategy for content creation, particularly focusing on the balance between self-production and delegation.

• Initial Hands-On Approach:
  Emphasizing the importance of understanding the content creation process, Gary advises, “I don't think any of you should delegate any of it at first because if you don't understand it, you won't know how to hire” (08:04). He underscores that mastering content creation personally lays the foundation for effective delegation later.

• Time Management and Prioritization:
  Gary tackles the common issue of time scarcity by advocating for prioritization. “Everyone in here does a two-hour and a half lunch. That could be 45 minutes. So if you make your two and a half hour lunch an hour, you now have an hour and a half to make content” (09:00). This practical advice highlights reallocating time to ensure consistent content production.

4. Content Planning and Consistency

Addressing concerns about content planning, Gary introduces the concept of "documenting vs. creating," simplifying the content creation process.

• Documenting Everyday Life:
  Gary suggests, “If you documented your content instead of created your content, it would get very easy” (20:13). By shifting to a documentation approach, content creation becomes a natural extension of daily activities, reducing the pressure to constantly generate new ideas.

• Prioritizing Posting:
  He stresses the importance of making content a priority, comparing it to personal commitments like going to the gym. “It is your priority... It is not for people that are coming up in the game” (10:48). This analogy motivates creators to integrate content production seamlessly into their routines.

5. Managing Personal Brand and Content Diversity

The episode delves into balancing diverse content streams without compromising engagement or algorithm performance.

• Combining Content Types:
  In response to a query about blending lifestyle and real estate content, Gary advises, “You should do it in one. It's not going to ruin your algorithm or insights” (23:06). He acknowledges that while diverse content may not always achieve uniform engagement, it serves the broader objective of business growth over mere likes.

• Repurposing Content Across Platforms:
  Gary advocates for maximizing content reach by repurposing across multiple platforms. “If Luba does that and she makes five videos, she can then post those five videos on eight different platforms” (26:03). This strategy enhances visibility and caters to the distinct audiences of each platform.

6. Enhancing Communication and Candor

A pivotal moment in the episode addresses Gary’s personal challenge with delivering candid feedback and his evolution towards "Kind Candor."

• Balancing Candor with Empathy:
  Gary shares, “I rebranded Candor. I now call it Kind Candor. If I have to tell something to somebody that I'm disappointed in them for, I always do it as kind and empathetic and compassionate as possible” (21:15). This transformation has improved his interpersonal relationships and professional communication, offering a blueprint for others to handle feedback constructively.

7. Generating Viral Content Ideas

Gary provides actionable advice on brainstorming and creating content with viral potential without relying solely on viral aspirations.

• Focusing on Value and Authenticity:
  He emphasizes creating content that offers value and reflects genuine interests. “Things that I know and things that I think could bring people value” (20:17). Authenticity and providing meaningful insights are key drivers of content virality.

• Leveraging Small Platforms for Exposure:
  Gary encourages appearing on smaller podcasts and shows to build credibility and generate content. “Go find very, very, very small podcasts and shows on YouTube... just like I did in 2007” (28:07). This approach facilitates content diversification and broadens audience reach organically.

8. Final Thoughts and Encouragement

Throughout the episode, Gary consistently motivates his audience to take decisive action despite insecurities or perceived barriers. He reiterates that consistent effort and prioritization are paramount to successful content creation.

• Embracing Imperfection:
  Addressing concerns about content quality, Gary reassures creators that imperfection is acceptable. “You haven't jumped. You've jumped, but you've changed the rules in the jumping” (15:31). Embracing flaws as part of the unique content journey fosters resilience and continuous improvement.

• Commitment Over Likes:
  He concludes by shifting the focus from superficial metrics to meaningful business growth. “I’d rather ruin all my likes to grow my business” (24:38). This perspective underscores the importance of aligning content strategy with long-term business objectives rather than immediate social validation.

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Conclusion

In this episode, Gary Vaynerchuk masterfully addresses the multifaceted challenges of content creation, from platform selection and overcoming the fear of copying to managing personal brand diversity and enhancing communication skills. His pragmatic advice, underpinned by personal experiences and real-world examples, serves as a comprehensive guide for aspiring content creators aiming to navigate the evolving digital landscape. By prioritizing authenticity, value, and consistent effort, Gary empowers his audience to transcend barriers and achieve sustained success in their content endeavors.

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Notable Quotes with Timestamps

• On TikTok’s Viability:
  “It's not too late [for TikTok] because creative is the variable of success” (00:56).

• On Standing Out Through Individuality:
  “You stand out because you're wearing a pink dress... you as a human being are already standing out because you're a different human being” (03:09).

• On Shifting Focus from Followers to Content:
  “It doesn't matter anymore how many followers you have... it's now about the individual post, not about your followers” (04:00).

• On Prioritizing Content Creation:
  “It is your priority... It is not for people that are coming up in the game” (10:48).

• On Combining Diverse Content Streams:
  “You should do it in one. It's not going to ruin your algorithm or insights” (23:06).

• On Kind Candor:
  “I rebranded Candor. I now call it Kind Candor... I do it as kind and empathetic and compassionate as possible” (21:15).

• On Embracing Imperfection:
  “You haven’t jumped. You’ve jumped, but you’ve changed the rules in the jumping” (15:31).

• On Business Growth Over Likes:
  “I’d rather ruin all my likes to grow my business” (24:38).

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This comprehensive summary encapsulates the essence of Gary Vaynerchuk’s discourse on content creation barriers and solutions, offering listeners both inspiration and practical strategies to enhance their content journey.

Transcript

[Gary Vaynerchuk]

This is the GaryVee audio experience. Hey, everybody. Actually, if you're a really hardcore listener, you know I never do this. I'm sorry to be jumping in the middle of the podcast. If this podcast has ever meant anything to you, please go to Spotify or Apple right now and leave a review. By the way, even if you give me a one star review because you think it's shit, I respect it, but just leave a review, an actual review, four or five stars, and the actual details of why. Yeah, that would mean something for me. So thanks. Now back to the podcast.

[Islam Hegazi]

Hi, Gary. Thank you so much for being here. Thank you for the value you have shared with us. Welcome in the uae. My name is Islam Hegazi. I have a small agency called first and Foremost Properties, and I wanted to ask you if you think that the next undervalued attention platform is already known. What, what's your thoughts on that? Like? I think if you agree with me, TikTok is too late to start on now or.

[Gary Vaynerchuk]

No, it's not too late because creative is the variable of success. But to your point, it's like real estate development. Four years ago, TikTok was like buying beachfront property. Now you're buying seven streets from the beach. It's still good because it's still a great beach, but it's not as good. Yes, I believe I. There is an underpriced platform. I don't know if you heard the keynote that I just gave, but there's something called YouTube shorts.

[Islam Hegazi]

Yeah, it's have always been there.

[Gary Vaynerchuk]

It's, it's there. As a matter of fact, do you know what? My other very favorite underpriced platform right now is Facebook reels. So this has been a mind twist for me. I haven't been talking about Facebook being underpriced for a decade, but by show of hands, people posting on Facebook reels. So solid amount compared to some of the other things. Facebook reels is actually on fire because not as many people are posting, but there's still so many people consuming. It's out of fashion. It's not as cool. Good news, the demo that's consuming on Facebook buys expensive homes.

[Islam Hegazi]

Great.

[Various Audience Members]

Thank you.

[Islam Hegazi]

Thank you so much.

[Gary Vaynerchuk]

Who's got the mics?

[Various Audience Members]

Hi, can you help us there? There's some other folks there in the back.

[Gary Vaynerchuk]

Is there anybody on this side? Do we only have one runner?

[Various Audience Members]

No, we have more.

[Gary Vaynerchuk]

Where's the other runner?

[Various Audience Members]

Can we help with the more mics, please?

[Gary Vaynerchuk]

There's a lot of hands. I'm getting messages.

[Various Audience Members]

Yeah, I know. Okay. William, can you ask Chris to arrange a few more mics for us, please?

[Gary Vaynerchuk]

Hello?

[Islam Hegazi]

Because I don't want to copy.

[Various Audience Members]

I think a lot of agents here feel the same way. It's not just the fear.

[Gary Vaynerchuk]

So let me understand, because you don't want to copy, you're just going to let everybody else get the business? Yeah.

[Islam Hegazi]

True.

[Gary Vaynerchuk]

I have a better idea. Why don't you copy and get some of the business?

[Various Audience Members]

But how would you stand out?

[Gary Vaynerchuk]

You stand out because you're wearing a pink dress. You have to understand, you as a human being are already standing out because you're a different human being. You might say one word differently. You might have one different joke. You might. One of the things I do. How many people here follow me? Raise your hands. Thank you. So a lot of you know, one of the things that make me. I love you back, brother. You know, as a lot of you know, I talk about a lot of different things. I'm a very successful businessman who makes videos about going to garage sales and buying things for 50 cents and selling it for $2. All of us are different. You could talk about your history again. You can control your privacy or not. But good news, you'll love this. It's the truth. You're already different because you're just a different human being. You're also going to have a listing that somebody else doesn't have that already makes you different. The house is different. The apartment's different. The estate is different. Don't worry about that part. It's one of those silly things that doesn't mean anything. What most people are actually saying when they don't want to copy is they're sad they haven't started and they feel insecure that they have no followers. That's what you're really saying? Not maybe you, but I'm saying in general. Right. The good news is, and I started with this in the beginning of the talk, it doesn't matter anymore how many followers you have. That game changed. Now it's about the individual piece of content. You could have zero followers on TikTok and your first video could get a million views. That was unheard of for 10 years. The world's changed. It's now about the individual post, not about your followers, which should be huge for a lot of you, because a lot of you didn't want to go on because your competitive broker has 10,000 and you're at zero, even though you're 10 times bigger than them. And you were worried about the perception that world doesn't exist anymore. Awesome.

[Various Audience Members]

Thank you. I think she has a question.

[Islam Hegazi]

Hi, my name is Ahmed and I'm from Revo Realty. First of all, thank you so much. We started two years ago and 95% of our sales come from organic marketing through Instagram and TikTok.

[Gary Vaynerchuk]

Hold on, one more time. Can you just say that I just didn't hear you.

[Islam Hegazi]

95% of our leads come from TikTok and Instagram.

[Gary Vaynerchuk]

Hold on, I didn't hear you. One more time.

[Islam Hegazi]

95% of our leads come from TikTok.

[Gary Vaynerchuk]

Instagram, YouTube, shorts, LinkedIn and all the social media platforms. And hold on. And he's only been at it for two years.

[Islam Hegazi]

Two years. He doesn't have a realty.

[Gary Vaynerchuk]

Yeah, he doesn't even know what he's doing yet. Well, my question to you is what.

[Islam Hegazi]

Advice that you got that changed your life? Just one advice. And other than that, thank you so much. We learned a lot from you and that's why we're marketing.

[Gary Vaynerchuk]

If you haven't heard about Revel Realty, you will now. Thank you. I think the best piece of advice I got is as a young kid, I was so good at talking, I could sell anything to anyone. And when you're young, you don't understand that power. And so I got very fortunate when I was about 14 or 15. My father taught me and I'm really grateful to this day about that. My father said, your word is your bond. It's the most important contract. And it really changed the course of my life because I was too talented in the way I could storytell. And I even understood as a young kid that I could really get anyone to believe anything. And by really going down a path where my reputation and my word mattered most, it really allowed a lot of what's happening to me now to happen. So the best advice I got was your word is your contract.

[Islam Hegazi]

Hi. Hi. Hi. Hi, I'm here. My name is Ivan Astra Properties Agency.

[Various Audience Members]

So nice to meet you.

[Gary Vaynerchuk]

Nice to meet you.

[Islam Hegazi]

I was following you Instagram maybe for three years.

[Various Audience Members]

And I'm glad to see you here.

[Gary Vaynerchuk]

Thank you.

[Islam Hegazi]

My friend, one question.

[Various Audience Members]

How do you manage this content production process? How many people you have? And if you are a beginner, how can you delegate this process to someone? And what type, which part of this process you can delegate and you cannot.

[Gary Vaynerchuk]

Understood. So Today I have 25 full time employees that work on my content. However, the first nine years that I made content, I had zero. So when I answer 25 today, and everyone's like, oh, see I remind all of you that the first nine years I did it all by myself. By doing it by myself for nine years is what enabled me to afford having 25 full time employees on it. So to answer your question first, I don't think any of you should delegate any of it at first because if you don't understand it, you won't know how to hire. And more importantly, you won't know how to judge someone that you hired if you don't understand it. Listen, the reality, my friend, is this. I actually believe this is the single most important thing for any business and person in business today. I would rather know how to make social media content than know how to manage my checkbook. It's that important. Every day that goes by, this is becoming more important every day. So I would say in the short term, before you delegate this to your 25 year old niece or to some 18 year old you met at a conference, spend one year and do it yourself. Taste it, understand it. Because if you don't, you're going to pay someone who's not going to do a good job and you're going to have no clue that it's not a good job and then you're going to say it doesn't work. Social media is like basketball. If you're not good at basketball, you're not going to make any money. If you're good at basketball, you're going to make a billion dollars. And so this is very important. So please don't delegate it. Do it for a year or two yourself, learn it all, and then you can start building a team. And when the next question comes, where, like where do I find time? Every person in here does a two hour and a half lunch. That could be 45 minutes. So if you make your two and a half hour lunch an hour, you now have an hour and a half to make content.

[Various Audience Members]

That lady over there.

[Gary Vaynerchuk]

Hello, Gary, how are you? I'm well, how are you? I'm well. My name is McKenna. I'm also from the States, so. So welcome to UAE. So good to see you and I appreciate your advice and your enthusiasm, sincerely, thank you.

[Islam Hegazi]

I just started a YouTube channel.

[Gary Vaynerchuk]

I've been saying I need to start one forever. I finally did. But one thing I have troubles with is planning my content. Which you were just talking about. Yep. So do you have a system and how do you time manage your everyday posting? Yeah, so I think one thing that I said years ago that I was, it was just in a podcast and it became one of the most substantial pieces of content I've ever made. And I didn't think it was a big deal at the time. Really will help. A lot of people here who want to do YouTube the way you plan content is not in the micro, it's in the macro. The macro point of view I have on this is if you documented your content instead of created your content, it would get very easy. So instead of thinking about what you're gonna make, just film everything you're doing and then you have documentation and then you can decide. Or you could just post the whole darn thing. So it's more vlogging than trying to do a TV episode. Instead of trying to do what? Ryan. Right. Like that's a multimillion dollar production company and distribution model. We're just humans. You could even do it with your own phone. I really think it's a documenting versus create. And again, posting. When this is your priority, it is your priority. Everyone's like, gary, I don't. You know, how do I plan my. Again, how do you plan your eating when you're hungry? Exactly. So it's because it's your priority. Right? You can easily. Like I Post at 8:30 in the morning, 11:30 in the morning, 4:30 in the morning. Excuse me. In the afternoon and 7:30 at night. It is my priority. People are like, I have no time to. I said it for the first 38 years of my life. I said I didn't have time to go to the gym until it became my priority. And now I don't miss it ever. And I'm busier than I've ever been. The reason everyone's struggling is because this right now in this room is not a priority. It is not. It is for people that are coming up in the game. Like that gentleman who gets 95% of his leads because he was two years in. It was the only way he was going to break out. So you just have to make it a priority.

[Various Audience Members]

Thank you.

[Gary Vaynerchuk]

You're welcome.

[Various Audience Members]

Yeah, the back.

[Islam Hegazi]

Hi. Hi, Gary. My name is Harjit. I'm from Revo Reality 2. First of all, I'll tell you, I depend. 100% of my leads actually come from Tick Tock, Instagram, everywhere. I have a choice. But I can go for marketing leads. I don't go for it because I have few followers on Instagram and TikTok is all because of you. You showed that thing because I followed you from my college time and I started from the last one year. So whatever I am right now. And real estate is all because of you. Thank you so much for that, brother.

[Gary Vaynerchuk]

It's all because of you. I just told every single person in the room what I've been telling you on my content for years. And I'm telling you, 95% of the people here are not going to do anything about it. So that's not me, that's you. You took action on the advice, and I appreciate that.

[Islam Hegazi]

Thank you so much for that. My question is that right now I have few followers, few hundred followers on my social media.

[Gary Vaynerchuk]

Yep.

[Islam Hegazi]

What I feel when it's come to challenges, there's a certain level of, like, qualities there in my videos. People love it. Thank you so much for that. It's all because of them. Now, that is a problem for me because I compare with that videos. I have to make it more perfect, more for it, and that is a problem. Because of that, I'm not able to post videos or I struggle to come up with that kind of quality because that is an expectation that people also have in my mind. Also, I have that.

[Gary Vaynerchuk]

Whenever you just answered the question in your mind, in your mind, brother, you're, you're, you know, you're doing the next version of what I'm trying to get. Everyone here hasn't jumped. You've jumped, but you've changed the rules in the jumping. You've created an ideology of what the quality should be. Quality is like beauty. It's in the eye of the beholder. You're the beholder. You're sabotaging yourself by creating rules to not make more content. If you like me so much, have you not seen my videos where the lighting sucks, where I look like crap, where I don't give a crap, and I'm just putting out the content.

[Islam Hegazi]

Yeah, you're right.

[Gary Vaynerchuk]

Thank you.

[Islam Hegazi]

Thank you so much.

[Various Audience Members]

And I think also to his point and what you just said to reinforce, people are so obsessed about getting more followers. When you can put a very good piece of content with 0 followers and get the attention or the leads you.

[Gary Vaynerchuk]

Need, or what he's saying is he's put production value on a pedestal.

[Various Audience Members]

Correct?

[Gary Vaynerchuk]

Right. And I'm very empathetic to this. Like, the amount of people, they're like, gary, I can't post four hours, you know, four times a day. And I ask them, and then I realize it takes them three hours to post one video. And I'm like, what does that mean? And they're like, well, it takes me an hour and a half for makeup. And I'm like, you know, it start, you know, you start getting into that And I'm really empathetic to that. I don't say that lightly. I understand. The problem is you're just digging a deeper and deeper hole of insecurity based on judgment. If someone doesn't love you without makeup, you don't want them to love you.

[Various Audience Members]

Absolutely. And it becomes unpractical as well. So.

[Islam Hegazi]

Hi, Gary. I'm right here from Timmy Properties. First of all, I'd like to thank you for flying all the way down here just to make this happen.

[Gary Vaynerchuk]

Thank you.

[Islam Hegazi]

I have a very simplistic question, Gary. You just mentioned various social media platforms, including LinkedIn, Facebook, YouTube. I mean, just to categorize it. I'm sorry, how do you rate these platforms? Like, if I was to start doing what you're asking me to do today, how would I start? Do I go ahead all in on YouTube? Do I give 20% to each? Or for me, as a fresher, how do I categorize these platforms in order to utilize my viewership?

[Gary Vaynerchuk]

The answer is nobody really knows because you may over index as a communicator on a different platform than somebody else in this room. For me personally, I would definitely, definitely get serious about TikTok, YouTube shorts and LinkedIn if I had to give an answer for the general population of this room. Those Instagram's too hard. Too much supply and demand, too hard. TikTok is getting harder, but still has a window. YouTube shorts I'm very bullish on and especially for this audience, if you title the video Smart. And LinkedIn, I think, has real potential and is still very underpriced on distribution for this audience. So for, for you, I would do LinkedIn, YouTube and TikTok.

[Islam Hegazi]

Wonderful. Thank you so much.

[Gary Vaynerchuk]

Got it.

[Islam Hegazi]

Hi, Gary. My name is Stephen Hunton, Harris real estate in Russell Kamar. Pleasure. Thank you for being here. Good to see you. I followed you for a long time, and in the early days, I used to find you a little bit abrasive, the language quite harsh.

[Gary Vaynerchuk]

Yes.

[Islam Hegazi]

But I could see through to the content and I quite enjoyed that.

[Gary Vaynerchuk]

Thank you.

[Islam Hegazi]

And I see that's changed a lot over the years.

[Gary Vaynerchuk]

Yeah.

[Islam Hegazi]

So can you explain why you changed? Was it as a result of feedback you were getting from your community or you saw it as a different tack that you wanted to take in your content?

[Gary Vaynerchuk]

This is a really funny question. I'll tell you why. It's a very common question. So my team ran some analytics. I'm actually not cursing any less. I think the world changed in 2009, 10, 11, 12, when I was cursing on stage, that was a little more unusual. So I think the world's changed as much as I've changed. Plus, I think you'll appreciate this. None of us are the exact same person. We are at 27 than we are at 41 than we are at 47. So I think things evolve. I think also, you know, when I first kind of really started making content, the global economy was in big trouble. 2008, 9, 10, 11. And a lot of what I was trying to get across was trying to shake people into. They controlled their work ethic and things of that nature. You know, I think I've evolved. I think the audience has evolved. And so I think it's just a human journey. You know, I'm sure the feedback has. You know, I'm sure it's also contextual. I will absolutely curse less here than I would curse in New York. It's just kind of the ebb and flow of, like, life. Cheers. Go ahead, my friend.

[Islam Hegazi]

Hi. So content creation. I actually started on social media about three months ago. Instagram is EAL state by Amar A M R. And my question to you, Gary, is what do you do to get ideas to generate videos that has the potential to go viral by not.

[Gary Vaynerchuk]

Trying to go viral?

[Islam Hegazi]

Amazing. Okay, thank you so much.

[Gary Vaynerchuk]

And I'll give you a little bit more, and then we'll go here. My big thing is I want to talk about only two things. Things that I know and things that I think could bring people value. The quick. You know, when a lot of you go in this journey, if you don't make the video just about talking about the house or the apartment or the thing you're trying to sell, but you talk about value. The things you would talk about in a deeper conversation, like why this neighborhood is good, why the school system is good, why the location is good. Value. Think value. And so I think that will help you, brother.

[Various Audience Members]

Hi, Gadi, how are you? My name is Rawan from Almira Real Estate. So I actually have two questions. The first one is I want to know. I'm very curious to know what has been the biggest challenge in your experience in your career, like, let's say, a learning experience, and how did you overcome it?

[Gary Vaynerchuk]

The biggest challenge. This is very interesting, especially based on that gentleman's question is, believe it or not, the biggest challenge for me has been delivering candor, you know, on public stage, in this environment. I'm very good at candor because I'm not talking to anybody. I'm talking to everybody. But in my career, you know, Gary V. Great at Candor Gary Vaynerchuk has struggled with Candor his whole career because I don't like conflict and I don't like negativity. And so I've always tried to go around it and figure it out, and it's really cost me. Like, when I think about the people that don't have a good relationship with me, it's always 100% based on my inability to be candorous based on something they were doing. The way I've attacked it is the same way everybody changes anything through life experience and education and putting in the work, you know, and so. And then I rebranded Candor. I now call it Kind Candor. If I have to tell something to somebody that I'm disappointed in them for, I always do it as kind and empathetic and compassionate as possible. And it's made me a better communicator and it's saved me a lot of headaches, and it's really helped me grow personally and professionally. And so that's how I did it.

[Various Audience Members]

So my second question is actually me asking for advice from your experience in social media. So, long story short, I have my Instagram page where I create content based on lifestyle. It's just a lifestyle blog. I don't have a specific niche for it and I've had it before. I even got into real estate, and then I got into real estate. I love it. It's been my career ever since and everything. So now I've been having this dilemma whether I should combine both contents in one or it's going to ruin my algorithm and insights, or should I keep them separate or what should I do?

[Gary Vaynerchuk]

You should do it in one. It's not going to ruin your algorithm or insights. It's just not going to perform as well. Well, when you're posting lifestyle and people are following you for fashion or food or travel or your taste, that's what they've been following you for, and that's what they're interested in. Plus, it's more interesting than you trying to sell them a home. But it's okay to have content that does well and content that doesn't do as well. Because when it doesn't do as well, the way you're judging that is it's only going to get 88 likes instead of 4000 likes. Likes are not the goal. When you post something about this amazing purse or this amazing restaurant or this amazing place you visited, that's great, that keeps people engaged. But when your fourth post is a listing, it's equally okay. For that to only get 10 likes instead of 5,000. Because you're not there for likes, you're there for one person to buy it. And so too many. Thank you. And so too many people. If you listen, it's all the same thing. It's an ideology. You're worried about your algorithm because you're worried about getting as many likes as the last post. God. And that means nothing. Meanwhile, you're willing to not sell as much because you don't want to ruin your 3000 likes per post. Think about that. I'd rather ruin all my likes to grow my business.

[Various Audience Members]

True. Thank you. Thank you so much. This last lady here. I'm gonna wrap up, guys, as our final question. Oh, my God. I finally reached. Okay, first of all, I'm big fan. It's been so many years because I was professionally doing marketing for more than eight years and I was doing for the brands. I was always like, okay, personal brands. But I was always pushing myself behind the phone, behind the computer. So I was always a hidden person behind all of this. And I have really. I'm paying for it a lot right now just to stand out from the crowd again, to show myself in. By the way, my name is Lyuban Novikova and N O V L I U B A. That's my nickname everywhere. So my question is about the personal brand, because I have started to put my personal brand. I started to create my real estate character because I was a marketer before.

[Gary Vaynerchuk]

Yes.

[Various Audience Members]

So about the personal brand. How about you take the personal brand for the marketer? Maybe you have some ideas or top kind of advice which you can advise for a personal brand in the real estate or maybe overall personal brand. I'm looking forward to.

[Gary Vaynerchuk]

Let me make sure I understand. What would you like to happen?

[Various Audience Members]

Of course I want to be worldwide famous.

[Gary Vaynerchuk]

Yeah.

[Various Audience Members]

I want to be really, really big on the market.

[Gary Vaynerchuk]

I think you should post 40 times a day.

[Various Audience Members]

40 times a day.

[Gary Vaynerchuk]

That's right.

[Various Audience Members]

Okay.

[Gary Vaynerchuk]

And when I say that, here's what I mean. All that any of us can do is talk about what we're interested in, what we know, or observations. Right. You could talk about what you're interested in. Food, travel, sport, television, anything, what you're interested in. Then you could talk about what you know. You know about marketing, you know about real estate, you may know about other things, and then you could talk about observations. You're seeing this, you're interested. Here's my opinion. This is not expertise, but here's my opinion. If you understand those three things, you actually now have the capability to produce a lot of content. When I say 40 times a day, I want to make sure everybody hears this. If Luba does that and she makes five videos, she can then post those five videos on eight different platforms. If she does different copy to go with the video, when she posts that video about marketing on LinkedIn, if she writes different words on LinkedIn, then she writes on TikTok, because she knows on LinkedIn there's professionals, but on TikTok there might be youth. Those become two different posts, but they're the same video, you understand? So five videos in a day can be 40 posts. If Miko, if she documents her, if you just video your whole day, well, then you have so much content. Or if you go, let me give you a big secret that will work for a lot of you. Go find very, very, very, very, very, very, very small podcasts and shows on YouTube. Very small. The ones that will say yes to you, just like I did in 2007, and ask if they'll have you on as a guest, because they're just looking for guests. If they have you on as a guest now, they're asking you questions for 30 minutes. You don't have to come up with the content. And when the video is done, you can post, produce and clip the videos and post it on social. Got it?

[Various Audience Members]

Perfect. This one actually is so good. Thank you.