The NEW Content Strategy for 2025 - w/ Gary Vee

Bro, if you don't believe in marketing, I want you to watch this post. Organic content, get to views. Then you want to run your hook. You want to run your ad. Run an ad and target the people who've been watching your videos and you'll believe in marketing forever.

If you do something with just the expectation of the monetizable event, you're going to get caught. The reason most people don't do random shit is they don't want to get three views when they're used to getting a thousand. Humility is the fucking answer. People need to get humble.

The audience has gotten really good at sniffing out who's being authentic and not being authentic because they've consumed so much, so much content.

Being fake is a short term game and you might be able to trick losers, but you're also losing equity with winners.

So what's the content that you put out that gets the views and then what's the retargeting piece look like?

The content that gets views.

What I want to talk about with everybody here today is the new way to win on Social in 2025. And I know you guys have put out a bunch of content this on YouTube recently.

What's become clear to me, Neil, is like, like the 3,000 people and I'm looking at everybody right now, right? And if everybody could Please share the GaryVee.com attention, it will help everybody, everyone read it, Neil. The answers are there. You don't even have to buy the fucking cheap 15 book. I literally made a deck so it could be free. And yet the reality is, is that most people on this call won't do it because they're insecure deep down and they don't even realize it yet because they're entitled. But they don't realize it yet because they are not passionate about it and only want to make money. There's, I mean, brother, I would bet my life that a substantial percentage of people on here right now are not passionate about being in real estate. They just think that that's where they could make some money.

And so what's interesting is when you talk about the tactics, you're right, I teach a bunch of tactics. But if you're not going to, if you're not in the right space to execute and you don't feel good about what you're doing. You know, I think about this too, a lot, Gary. Like it. Maybe the reason why people don't promote their product or service is they don't believe in it.

Oh brother. Do you know that do you know that I'm a shitty salesman if I don't believe in what I'm selling? I do, you know, naturally gifted. I am at sales. I am a shitty. And by the way, I know this because I don't do it. Like, maybe when I was a kid I'd be like, you know, like, buy. Buy Sprite instead of Coke when I like Coke better. I mean, I don't know, Like, I don't even. I know it because I'm not even. You know why I'm shitty. I don't even do it. I'm not even capable of pulling it off. Yeah, you got to sell something you believe in even when others don't. For example, me, friends, right? As you know, NFTs. It got crazy. And then thank God I made those videos saying 99% would go to zero. But a lot of people still think they're scams. They were worthless. They were Beanie Babies, bro. They're not. There was just an administration in the White House and the SEC that didn't allow builders to build. That's going to change. I believe that 1% of NFTs are going to be very collectible. But I've done Friends cartoons. I've got Topps trading cards. Like, I'm proudly selling Vee. I want everybody here to buy a Vend NFT and to. And to buy Vend stuff because I know I'm going to build a Marvel Disney Pokemon and It's okay if 90% don't see it yet. Like, I know that I read comments like, I love Gary Vee, except that NFTV Friends thing.

But, you know, but, but you could do this is like, I think it's so dope that we can tie it to our business. So, for example, I was just talking about this. So like, with personal brand, with content. I've noticed, with my own personal content, Gary, that when I teach things, there's an audience and sometimes that those videos go viral. But you know, a lot of times it's a limited audience. It's still impactful because it's more bottom of the funnel. But when I just tell stories about things that are going on in my life, people connect with me. Now what's interesting is those are the things that people say when they see me. So they come to the events, they come in, they're like, bro, did you find, like, what, what happened with your son? What are you doing here? What are you doing this? And like, so I feel like that's where we should lean. Almost 50% of our content is on storytelling because I see those videos blowing up every day on social. And then when you're pitching your stuff all day, all running basically ads, trying to be organic all day, it's dead.

Yeah, man. I mean, the book was written a long time ago. It's right there. It's called jab, jab, jab, right hook. Give them what they want. Give them what they want. Give them what they want. And occasionally you can ask for something and it's not going to convert as, I mean, do you know how frustrated people that are givers are when they don't convert on their ask? But I keep reminding them, they're like, gary Vee, your fucking jab, jab, jab, right hook's not working for me. Like, I've given my life to this community for a year. I asked for them to buy the book and like only 3,000 bought it. I'm like, 3,000 is better than zero. And by the way, like, when I wrote the book, I didn't say give, give, give, and then trick them into buying it. I said, give, give, give, and then. Yeah, and so, yeah, I mean, of.

Course, but that's the reason why they will do business with you, you know.

Of course, like, nice guys finish first. This is the misnomer of society. Nice guys finish last is the worst statement in the world. Kind, karma driven, good men and women always win in the end because winning is not how much money is in your pocket. Winning is how peaceful your sleep is.

Yeah, that's a bar.

Yeah, that is a bar. You like that one too? That was good.

You know what I mean? I think as you get older, my face goes gray. And as I get older, like, it's like, dude, what is the extra X dollars? Now I know if you're on this call and you're in a place where you do want to double your business and all that stuff, that's awesome. But I will tell you this, that the fulfillment and the peace is more important because you'll find. And I know it's so, so freaking cliche because Gary says all the time. And you know, all these people tell you, like, well, it's easy for you guys to say because you got money, but I will tell you for sure that once you get past a certain level, it really, it's really like about your time and what you're spending your time on and your piece.

I made less than. I mean, I built my dad's business from 3 to 60 million. He never paid me more than 100. At the apex, I got 100,000 and I had no money. But I loved life because my life was simple. I wasn't like, like I wasn't like. When you have a family, you're worried about your children, your parents get older, you're worried about that, you get older, you realize like you get scared. Like, you know, many people are scared, bro. I'm reading all these awesome notes in here and just loving it, loving all this interaction. Like most of these people are scared because media has scared them, bro. I turn on Fox News and CNN and MSNBC and all because I watch everything social. I want to know everything. 100% of mainstream media is fear selling, both sides. And 85% of social media is fear selling because they got fear from that and they're just passing it on.

Yeah.

So as you get older, you fear more when you're 20. Do you know how many 23 year olds give a fuck about politics? The LA fire, like a 19 year old right now in college is trying to hook up tonight. They're not worried about inflation, they don't give a fuck about the LA fires. I mean they do cuz they're a human being and it's a tragic event. But like, you know what I mean, like it's not eating up their 400 hours a day. They don't fucking worry about like politics. They don't know the speaker of the fucking House. They don't give a shit about the Supreme Court. They're not worried about the BRICS alliance, They're not worried about what China's trying to do. They don't worry about Putin trying to bring back the Iron Curtain. They're not worried about fucking some bird flu kicking up. They're drinking beer.

Yeah. And so it's funny how you were like as happy as you ever been when you're broke. You know what I mean, bro? Feta's over here laughing, bro, but he knows it's true, bro.

It's so true, bro. Take it back further. When you're nine, you're really happy.

Yeah. So anyway, but this is the thing, bro, I think like that's. You got to get right mentally. And I know people are in here, somebody says they're getting goosebumps in here, it's like, yeah, it's true. Sarah says live peacefully and then you'll get more like you'll attract more things because you're not chasing as.

Neil, Neil, let me say, I told.

People, I said, bro, you don't. I said, you don't have to show up today if you don't want to just. If you want to be here, here's what we're going to do. It's going to be dope. Your call, though. And then we got maxed out versus me trying to sell, sell, sell, you know, of course.

And Neil, I. If we were doing this and one person showed up, one. And you're like, gary, I'm so embarrassed. My shit's fucked, bro. I would be giving this fire right now with one person here. Yeah. It's being a good person, Neil. This is a good one. I think this will teach all these people more than anything we could possibly do. You've been going hard. You followed the playbook. You have the skills and the talents. That means you've met a lot of the people out there that have personal brands. Right. You know the people now. Right. You know where I'm about to go. All the people these people look up to, me included. You've learned some of them are even better in real life than they show up on Social. But that's a small little group. What you've really learned is most of them are way worse.

Yeah. And unhappy, insecure.

And what I know more than I know the sun will come up tomorrow is I know I'm on the good side of that because there's never a moment where I'm not a nice guy.

Yeah. I love that. You know what's interesting, too, Gary?

I want to just. Okay. I'm sorry. Please, go ahead.

No, I. You can finish your thought. But I just wanted to say, this is like when Gary said, he's just a good dude. You guys, if you want to go to my YouTube channel, right? Where we've done. We've been crushing it lately. If you search Oldest video. The oldest video. The first video on my YouTube channel was me hanging out with Gary in that office that he's in right now. Like, six years ago, bro, he did a meetup where you could just show up at his office. I don't think he does this anymore, you know, but back then, you could be like, yo, bro, can I come through? And he'd be like, yeah. And the team DM me back and we got to hang out. And he's like, everybody gets a five minute meeting. He was launching a shoe, a sneaker. We bought some sneakers. We got to hang out. We got to watch a live Ask Gary Vee show being filmed in the office. And like, I post. I posted about this. And so, you know, Gary's just not just telling you this. For those of you who've been Following a while. Like, you know, but he's been doing it, you know, and that was a nobody, bro. Like, who am I to come to your office and hang out?

But, Neil, you know this. Thank you, comma. I'm even talking little shit. That's one thing, right? How about, like, when you have your conference, how people act in the back room with the person that's making you up? And by the way, before I get too far down this path, yo, I'm a human. I've got tons of fucking shortcomings. I suck at a ton of shit. Just being a good human is not one of them. You know, Like. You know what I mean? Like, you've invited people that you've looked up to. They come and speak at your conference, and they're talking down to your fucking. They're. They're being nice to you.

No, I hear the stories afterwards from the staff, of course.

So I know the story. I know the stories the staff said about me. Not that I do, but I just know that I think being kind to another human being is the requirement for this entire game. Sure, I'd love for you to fucking know this inside out, because it will work, but that's fucking basic. Memorize it, listen to it. Learning that how you treat humans will impact your fucking wallet is something that people do not believe. They do not believe it. They think I'm talking puss shit. They think, like, nah. They're going to be like, well, Gary, I tried to be nice. I got walked all over. No, that's not true. You might have tried to manipulate someone by doing a small thing that was nice because you wanted something from them.

Yeah, 100%, dude. This is the game, guys. And so I want to get into. This is what we're going to talk about now is we got a content strategy. I'm going to ask Gary's opinion on. And then a few of you guys have submitted questions. We're going to pull you up live to ask Gary a question. I know you've been looking forward to that, so stick around for that. But here's the deal. At the.

At.

At the strategy, this is going to come full circle. You put out a video, I don't know if it was a year or two ago, and you said, bro, if you don't believe in marketing, I want you to watch this, you know, like, post organic content, get the views. Then you want to run your hook. You want to run your ad. Run an ad and target the people who've been watching your videos. And you'll Believe in marketing forever, bro. I did that shit, and I'm telling you, it is the. I feel like even today it works, and better even today than it did. Then it is the unlock, because the people already know, like, and trust you, and now you're giving them an opportunity. They watch your ad, they engage with it, and they take you up on your offer versus just running an ad to cold traffic where they never saw your face ever before. So this I. First of all, I just want to, you know, thank you for putting that on the radar. And then I want to get into, like, both sides of that. What's the content that you put out that gets the views, and then what's the retargeting piece look like?

The content that gets views is the extremities of random ass shit. When I, in the green room of a talk, said blueberries were underrated and I love them, that was one of my most successful videos of all time. I promise you. That wasn't on my strategy sheet. So back to your point. Sometimes it's the human stuff, and then there's other videos that are the emotional stuff. When that young woman came to me after a talk, and she said, one day, I'm going to be somebody, and I'm like, you're somebody now. Which was wild because Miles Garrett did the same thing to a football player the other day. Very similar piece of content that works. The emotional and then the third one, the tactical. Like when I put out a video showing how to do something in black and white on a. On a bulletin board, which I do rarely these days, to your point earlier, but I probably will. I ebb and flow, I'm sure in three years, I'm like, all right, let me show. You know, so something of value. Now, value comes in all shapes and sizes. Why does somebody that's unbelievably attractive, male or female, get a lot of likes? Because being attractive is value. Why does somebody who's a comedian get a lot of like. Because being funny is value. But mentorship, coaching, skill set, learning, those things are value, too. It's just value. The problem for almost everyone in this chat right now is when they get excited to make a piece of content, it's to tell somebody to buy a house from them.

Yeah, well, my thing is, like, we were talking about authentic storytelling as the big unlock for this call, one of the big themes. And I'll tell you guys this. Like, I'm excited to share a story now, I think, you know, I don't know where I heard this or Maybe I freaking thought, I don't know. But it's been etched in my mind for the last five years. Don't say no for the audience. You know, like, yeah, maybe you said it, Gary. But I was like, by the way.

I don't think I invented it, but.

Boy, I. Yeah, you actually, now I think about it. You did?

Yeah, bro, it's. By the way, you know why, Why I just jumped in. It was the first thing I told you the day we started VaynerMedia. The first thing, the first day, 9am first thing I looked at my brother, I'm 34, he's 22. And I was like, the number one rule is do not say no for America.

Yes.

Don't say nobody. Don't say no for the other guy is actually what I said. And then I explained the other guy actually met every consumer. Everybody here talks themselves out of it.

Yeah, you're thinking about, you know, authenticity is like, well, how do you be authentic, Neil? Well, just here's the thing, people. Authenticity is not telling someone the truth. It's like revealing your truth at the risk of maybe somebody not engaging with you or scoring.

Let me tell you one of my favorite examples in all of business fits in real estate. Authenticity. When a 22 year old is insecure because he or she's never sold a home. Instead of documenting their journey of learning how to sell homes the right way, teaming up with OGs, they think wearing a suit.

Facts. Yeah.

And getting a watch, which is fake is gonna make you be like, oh, the are we doing? You're 22.

Yeah. And people do this all the time. They're flexing. But I. Yeah, it's just real. Melissa said it in the chat. Being real. And I think the audience has gotten really good at sniffing out who's being authentic and not being authentic because they've consumed so much content. You ever see a young person like scroll, bro, it's insane. Like you can scroll 20 videos and then all of a sudden they stop and it's. It's another talking head video. Why, like, why do we watch somebody and not the rest? It's probably. It's a big piece of. This is how they tell stories. But also being real.

Being fake is a short term game. And you might be able to trick losers, but you're also losing equity with winners. Let me say that again because it's incredibly important. Being fake. Faking the funk, tricking people, scamming people, not being authentic. You can trick people. You can trick people for a short period of time, for A period of time you could keep tricking people, but what you're doing along the way is you're also losing the real ones. And if you're ever going to want to be in the big leagues, you need to understand that. Yeah.

One thing that you've been. You just previewed this a minute ago, but you've been talking A lot I've seen on the news is live selling. So, yes, QVC style. So I know you're going to talk about this trend, but, bro, I was on TikTok and I. And I know there's some talk of TikTok ban coming back. I'm pretty sure it's going to be here, but. And by the way, you could do this on other platforms, but I saw it crushing on Tick Tock. I saw a mortgage guy on Tick Tock going live for two and a half hours.

Okay.

Answering questions live. And then the people that were ready to move forward, he's like, oh, he passes them off to the team. He just literally turned his live on. And there was maybe 12 people on at one point there was three people on another point he was answering questions live. So I feel like, bro, this. And I've seen maybe like three people do this in the last year. So it's not. It seems like it's new to our industry, but live selling, I know people think of it QVC style, like you're selling widgets but like you can also do this with services. Correct.

Yeah. I mean, obviously it's going to be. It's going to have a smaller effect. It's a lot easier to sell a T shirt, for sure. Selling than a car or a house. But of course, because it's. Because one of the things that's happening when you're doing live selling is you're just building brand and building awareness, you know. And so, yeah, I'm a believer of live selling for everything. I do not believe that it's as easy to sell a home. But let's not forget there's unlimited shows on TV where they show homes and put a listing up.

Yeah, but I think it's not about selling a home, it's about selling someone on the process of, you know, starting the process with you. So it's like, hey, what, Maybe there's a checklist you have. Maybe there's stuff you're going over with people who want to potentially buy home.

This area. Now, now you're going into the smart part, which is branding and reputational build. Of course, course there's. There's multiple things going on at once. But do I believe that somebody is going to actually sell a home from a TikTok live? Of course somebody sees it. They're like, wait, my aunt lives in Mesa, Arizona. They text them like, the world is connected more than ever. It's crazy. It's so cool. It's so amazing.

So when you think about, okay, we're posting more content and I've noticed the algorithms always changing. IG is the toughest one sometimes, you know, and maybe get more reach on TikTok. Maybe you're getting more reach here. But I will tell you this. On the videos that we've seen take off, I feel like it's more feast or famine, like less will do good. But then you can still hit one out of the park. You know, it's like. And you, maybe you're seeing, you and your team are seeing the same thing. But as far as what do you see for trends right now in content? And also I've noticed that this is all. This is a big skill for ads, like just making ads. It the cost to run the ad is so exponentially lower. It gets so much easier if the creative is good, right? You talk a lot about, like, the creative need is every variable.

It's the whole variable.

It gets like incredibly cheap if you make a viral ad, right? So if you're talking about content, like, or ads, it needs to be a good video. So what are you seeing are the trends?

I mean, on my. On converting to ad, my favorite thing is to take something that went viral or really over index it organically and then slightly refurbish it to be an ad, right?

So that video. But the video that did viral was what if it was a brand video? It just was. There was no call to action.

Let me go left field. I make a blueberry video that gets 5 million views. I then take it back to the shop and run most of it. But then about 3/4 of the way, there be like a banner ad at the bottom that says, you know, what's delicious, like blueberries. Gary's new book, Day Trading Attention. Think about how weird that connection was. But I can tell you that that will cack an LTV better than a lot of my best AB testing because the video itself is a good video. And then you're just in it, right? Then you're in it and then you've got a shot. And if somebody is in the market to buy a book to read about their business or marketing, that may trigger it. And so it's wild. That's an extreme left field version that I gave.

So for a small creator, it's like, okay, say you ten videos, small creator. Two of the ten do better than the other eight. And then one of the did was the outlier. And when Gary's saying millions of views, that's for bigger creators. But, like, could happen to you. But even if it was 10,000 views and your other views get 200.

That's right.

That one that got 10,000 views, you're saying that one is the one. Like, there's magic there. So that's what you should use for an ad.

You should, you should take that, bring it back to production and try to convert it with a. Maybe even just change the copy to be an ad. Could do that.

Put a call to action on it. Something. A button. Yeah. Okay. And so one thing, guys, just the takeaway for this, that would work for everybody here, and we've tried this, and many of our crew has tried this, is to make the thing that you're offering not the end result, but just a step or two before that. So these are lead magnets. You know, many people are familiar with this on the call, but like a guide or in Gary's case, he just talked about a book. Like, he's not selling, you know, a contract with VaynerMedia, he's selling a book, you know, which is like multiple steps before then. So I think if you back up the truck of like, okay, what do you want in the end? Well, the end result is like, I want to get somebody a mortgage or a house. Well, that's cool. What is a couple steps before that? What's a resource you could offer? That's the thing that people will click on, on these ads.

Yeah. And I think, I think testing and learning, I think humility and curiosity and creativity are three words that we should all talk about right now. What are the trends? What's the breakthrough? The person that doesn't pay attention to what's working and does something completely random. What's definitely worked for my career is not watching what's working for everyone else. Trying to make up random shit. You know, I saw people vlogging, Casey, Neistat, others, they were doing it. I'm like, I can't do that. I'm like, wait a minute, what if I had a huge, you know, like, that's like reality tv, like, you know, trying different stuff. You know, a lot of people, when they're selling an active book, don't put out a free PDF. That sums up the book. Yeah. Oh, my God. Let me try that. Maybe that people will feel so happy that I help them. They might buy five for the team after they read the. I don't know. And by the way, also be okay if nothing happens. That's the other thing. If you do something with just the expectation of the monetizable event, you're going to get caught. Yeah, right. So I think humility, let's go to that one first. Being okay with getting three views. Neil, the reason most people don't do random shit is they don't want to get three views when they're used to getting a thousand.

But who the fudge cares? Like, nobody notices. There's nobody walking around being like, hey dude, I just scrolled all your videos and I saw you bomb twice last week.

And what if, and what if somebody, and if, what if somebody, if somebody did. What if somebody did? Like, what. What is this fucking third grade? The fuck are we doing here?

Yeah, I just. People are like, hey, do you delete?

But, but you know what? But you'll love this deal. Everyone loves like everyone's like, yeah, yeah, yeah. But a lot of these people aren't doing it because of that. And to your point, do you delete or archive your content? No, I do not. But other people do it because they want, when someone comes on it, to trick them to think that every video they make gets a million.

That gig is up, bro. That's, that's, that's five years, by the way.

That gig was never.

Yeah, well you could fool people five.

Years ago that, that gig was never. Because if you're in that place, you're already in a, in a place of insecurity. Yeah.

So this is the, the key guys is like testing more things and not worrying about it. Like I talked about it earlier, you got to make more flops to get a banger. But it's also like the cost of the flop is less than the cost of doing nothing. Like for me, just walking to the car telling something, it's easy, it's bigger than that.

The learnings of what doesn't work.

Yeah, that's true, bro.

Oh my God. I am a man that stands here today with a good track record in this craft based on all the micro losing, not the winning.

Yeah, guys, if you, by the way, if you have an idea, we're going to look at some of the questions now. We're going to get into this and I got a couple people I'm going to call up before Gary has to bounce. If you have a crazy idea like you're like, bro, I'm scared to tell anybody. You're amongst 3, 000 friends here. Share the idea in the chat right now. And I get you, I guarantee you we'll get a lot of thumbs up on it and, and we can even workshop it after, after this call. But put that idea out there, trust me. So I'm going to bring up a question right now, Gary. Okay. So is Sam A on the call? I don't know where you're at. Sam, we're going to bring you up to ask a question. I got a couple people I'm just going to highlight here from the community. I don't know if he's here, but there we go. I want to make you a panelist, bro, for a moment. Sam, are you ready, bro? If you're not, you missed out.

And then we'll move on to what's up, brother?

There you are.

What's up, Sam?

Gary, I love you, Neil. Love you. You guys are the shit. Thanks for doing this for all of us. But Gary, I got a question for you, man. Morale sucks right now in our industry. And I think it's affecting a lot of people's ability to just to operate and market and sell. And I think it's compounding the problem. Like their morale is actually hurting their ability to.

Honestly, Sam, I'm sorry to jump in. I really am. I'm just going to jump on it while it's in my stomach and then we'll finish the question. B players. Tough market is when A players eat. I needed this, by the way. If you think that was fun for me to say it wasn't because I know a lot of people. I don't want to say, hey, you're a fucking loser. But I'm telling you, morale is low. This industry has a lot of pretenders. Every industry does. This one especially is good at it. Because when it's good, you need to be like a rock and you can sell a home. Like, no, you're not a human. You're literally a piece of food can sell a home when it's hot. So just. I need everybody to hear this. Morale is low by C, D and F players in the real estate industry. If A players are hoping that the market stays down because it's weeding you the fuck out. Okay, keep going.

I. I feel that, Gary, but I'm going to tell you, like, we have some A player B's in, in our market right here and they're losing their backbone. Like how, like as a team leader.

Like how you Know why? You know why? Teach them to not spend their money when time is good. Yeah, you know why? You think they're a players because they're a players at selling, but they're f players at spending. And when was good they got a Lexus or a Viper? When good they went to the Four Seasons and ate the lobster and gave me the Dom P and got him Rolly. You know why a players are bending right now? Because they fucking spent their fucking money. Because no one thinks there's ever going to be a dark day. Which I would then say immediately makes them a C player. What do you think about that, Samuel?

I think it's the truth, bro.

I know it's the truth.

Why I drive a paid for Chevy dude, is what I think, bro.

I mean, there's so many people like that that are so good at selling that they're good at spending. They've got to get their shit right. We got to get back to grandma and grandpa principal, save some money. We don't even save money anym.

The so true, bro. This is insane. I think it's a great question. Thank you, Sam, for asking that because I think it's so.

Sam. So, so honestly, I want. I'm sorry. So Sam, ironically, my answer was the answer. You need to sit down your team and be like, hey, if like let's have real talk. Let's all live a little humble. Hey everybody, let's ban. I'm making up weird shit right now. Let's ban Starbucks coffees in the office. We're gonna make folgers in the office because everyone's gonna save six bucks times three, 18 bucks a day. Like, we got to get humble. Hum. Humility is the superpower. We fucking hated Spencer and Heidi and all of a sudden they lost their home and Heidi's at shopping at Marshalls. And we're like, they're the best. Humility is the fucking answer. People need to get humble.

I feel like it's hard conversations, man. I'm telling them little wins, you know, take, take it just action over ideation and, and little wins is the way to get back on top and just to build on, on something, right? Yeah, but I, I think the bigger issue is that they're, they're just not, they're not willing to have the hard conversation.

You know, they're, they're, they're also hypocrites. They're the same people that were talking like, you gotta crush it and work hard and eat it like two years ago on social and now that. Because they're getting affected. They're crying.

Gary, bro, somebody just text me. I won't say your name, bro. I won't call you out. But he said to me, he goes, I love what Gary's saying right now. This is speaking to my heart. This is exactly why I sold my Ferrari.

Good for that person, bro. Watch this. Here comes. You see it? Yeah. That person gave me goosebumps. I respect nothing more in the world than a man or woman that is willing to have the humility to go backwards on paper, by the way, sell their home and go rent if they really got theirselves in a man. I. I can't even. Oh. I can't even explain when. Oh. Do you know what? The proudest thing I've ever done in my career. O' Neill is number one. Number one in my career. Not taking the government's money during COVID Yeah. Didn't take it.

A lot of people did that shit.

Didn't take it.

All my homies, a lot of realtors did that.

I know a lot of people that are like, the government. It should never. Don't bail out people. Fucking number one thing. I. You could see my energies going to a different place because I got real feelings about people around me in my life that talk that, like, be a winner that took that money when they didn't even need it. My company was on. I was up 24, by the way, and I was up 24 hours a day because I also did the all in challenge with Michael Rubin. Was raising money for people. I want to know who the you are. This is a whole nother sentence and conversation about bro.

I think we just. We just figured out how to trigger Gary Randall. Neil. Neil.

I don't need peacetime generals. I don't need peacetime generals. I don't. I don't need people that are good when it's easy. I'm trying to figure out who's a fucking winner when it's hard.

Yeah. I love this energy because Sam.

When Sam says, Sam, get back on the screen. No worries, Sam.

I got him back.

No worries, Sam. No worries, Sam. No worries.

So he's back. He's back, he's back.

I just need you to hear this. Anybody by nature who's complaining and crying when things are tough, by definition, can never be an A player. So they better acknowledge their bis right the now.

And that hits.

He called it out, bro. All right, let me. I'm gonna move on to another question. And then. And. And I think that did hit a chord because the chat went Crazy. By the way, please, in the chat, you know we're asking questions, people are sharing information. Stop. Whoever's posting like selling your whatever you're selling products like stop. It's not a sales chat. And then we can't see the other stuff. So this is not meant to you sell your product in the chat, please.

Crystal says I refuse to be a B player. The number one rule of that immediately takes you to beness is complaining. Don't blame the government. This is why I don't even fucking president United States. Yes. And what who cares? I'll win on both sides. Nothing. I don't want to hear that your mama did this. I don't want to hear this competitor don't. You know another thing I never do, Neil? Don't say a competitor's name. Don't even know their name. Talking A players by the way B is remarkable. There's plenty of things I'm a B, C, D and F player in in my life. Talking business though. Shut the up.

Yeah, I'm with you bro. I just put my head down doing the work and what's crazy is the separation you create from all the people who are just got their, you know, just down on and I understand it's easy to get down right now, but this is how you separate. So Nick, we got Nick Saka in the house and Rick Love all. They're going to ask a question next. Gary, do it. Nick, let's go ahead, bro. What's up, Gary?

Thanks Neil for putting this on.

So Gary, I own a insurance agency and I struggle with the balance of which type of content to focus more on. My funny content does very well. It's gone viral several times but it doesn't directly convert into business.

Ish.

Ish. Yeah, ish ish.

By the way, somebody just said Rick is the brother. I'm sorry to jump in because I'm getting hyped right now. There's only two things in business. There's marketing and then there's sales. The funny content is building awareness around you. If you didn't have the funny content, several people in this chat wouldn't have said Nick is the best. Right now they know what the fuck you do. You're getting business from it that you don't even see. Nobody remembered why the they emailed you, but go ahead.

Yeah, I know so. And the educational content, it doesn't perform as well like it usually flops but I know it's necessary. I'm sure lenders and realtors can relate. I just want to Know how to.

Or.

I just want to know. I just want to get better at creating content that converts. Or like, what would Gary do at the end of the day? Like, which percentage would it be? 70, 30, 80, 20.

How many posts a week or a day are you doing between the two of them?

Usually five posts, five reels a week. But a bunch of stories. Bunch of. And posting on all platforms.

Yep. I would, A, do more and B, I would ebb and flow. Sometimes 50. 50. Some 70, 20, some 80. 20. Like, I wouldn't overthink it. I would keep doing both to as much as I possibly can make across as many different platforms as possible.

Okay.

Does that make you understand?

Yes, sir.

Let me ask you a real question, and don't bullshit me. Promise?

Yeah.

On some real talk, on average, how many hours a week do you think you work and don't, by the way? Like, nothing's impressive and nothing's bullshit. I'm just asking, please.

Roughly between 45 and 52.

Good. Of those, I'm gonna go with 50 because it's easy. Math. Of those 50. Real talk. Don't bullshit me. This is important for you and everybody else. How much of the time do you spend on making content? Making it. Not reading the comments, not, you know, scrolling your phone. Making it. Rob.

I'd probably say like maybe six.

Great.

No, maybe five or six.

Yeah. So about 10%.

Yeah.

Make it 20.

Okay, good.

That's it.

Cool.

You know why it's gonna work and it's gonna take away this question?

All right.

Because the answer to. For anybody who wasn't following is you're gonna end up doing more of both because both work.

Got it.

For different reasons.

Gary, love you.

Stay well.

Yvonne, we got. We got a little bit of time left here. Go ahead. I'm going to.

Hey, Gary. How are you? I'm well. So I've seen so much AI generated content, and there's a new development on AI every day. Yes. Should we be embracing this to put out more content? Should we be. So, no. Anti AI really? Just delve into it. I've lived through anti social media. I've lived through anti Internet. I've lived through anti search engines because some reason the Yellow Pages was supposed to be put on a pedestal. We've lived through anti texting because, you know, you should be writing letters because that's more spiritual. I've lived through reading about anti television, anti radio. Oh, by the way, go read the articles about anti electricity, because guess what? There's demons in the electricity. So don't print in your home candles are better. I've read anti car because these horses are too important. I've read anti every single piece of technology of all time. And everyone who's anti loses and everybody who's pro gets first mover advantage. What do you see as the major impact of AI on small creators like us? That it's going to commoditize a lot of the people that are not good and it's going to make the ones that are good exceptionally productive and successful. Awesome. Thank you. You're welcome.

All right, we're going to go on with Rick Love all. Bro, where are you at, my friend? Rick, did we lose you?

No, I'm here, man. Rick, man. Love the shirt, brother. Oh, thanks, bro.

And you know what? Rick bro has been building his brand based on his love of tequila. He talks about tequila all day, the different kinds, what to buy, what not to buy. Mark. But he also does loans, mortgages.

Go figure. And I'm sure, and I'm sure there's two other things that Rick can get us to fall in love with him about. Whether it's coaching or fatherhood or. Or mistakes he's made in his life or Burger, the more you tell the world about who you are and things you're into, the more connection points we can make. Some people on this call like me because of wine. Some people fell in love with me because of the Jets. Some people liked it because of something else. Like, keep it going, brother. I love the tequila thing. But go ahead, what's your question? Well, with the logarithm always changing in Instagram, you know, it seems hard to try to keep up with that. What do you think is the best way for us to not only get organic content, but to stay up with with things? Because every time you think it's you're, you're on the right track, it changes. And like it seems like I'm back at zero again. Rick, did you ever work out in your life? It's a very simple question. Yes or no?

Yes.

Yeah, yeah, you can probably tell I work out a lot now. I know Adonis like body. I know. Rick, were. Did you have up and downs or did you have like one good five year period in other than that or how did it go? No, there was definitely ebb and flow. Definitely still is. Yeah. How do you keep up with it? By putting in work, Rick.

Right.

Like, I'm sorry that the algorithm changes. Tough. If you want to be a winner and make people see your shit, you need to stay up on it. And if you're okay with not, then you can chill and you'll gain a little bit of more fat and your muscles will get a little small. Like, this is. This is the truth. The. The way to stay on top of it is to stay on top of it, to read about it, to search about it, to ask ChatGPT to read books, read the free deck, follow people like me and others that are. That spend their whole life on it. Do your own homework. And if you don't, you don't. And the other thing is. And the other thing, Neil, I'm sorry, real quick. The other thing is you're all too addicted to one platform. All these fuckers have been yelling about, don't just be on TikTok. After I finally got them on TikTok, they're all fucked right now because of the fucking ban. If that goes down, everybody here should be on Facebook, Instagram, TikTok, if it's still around, or if you're global, Snapchat, Spotlight, which is their TikTok, LinkedIn, YouTube, YouTube shorts.

All of them. All.

Yeah, Camilla said and Retino, watch this. Camilla. Camilla in here said, what about RedNote? And to show you something, because that's where everyone's moving over to right now out of this fear. This is literally my team showing me this. Look at this, look at this. Neil, most of the people here have no idea what the fuck Red Note is. Look at this.

I never, I never heard of it, bro, till now, until you just told me.

Who the do you think you're talking to, Neil?

That's it, bro. Who the do you think, bro?

Who the do you think you're talking to?

Vine? It was. It was everything. He's always the first to adopt.

I promise you I didn't get here by accident. I promise you, I didn't get here by luck. I didn't get here with my looks. I put in the fucking work. That's the answer to Rick's question every day. I know that attention and awareness is the most important thing in the world. And I pay attention to where it is, where it's going, how it's going, where. By the way, if you did another thing I've said a million times, Neil, and I know you've heard this, I haven't said it in a long time, but if you listened. And boy, have you listened to a lot of fucking things I've done. And better than that, you've actually executed on a lot of things that I've said. But one of the things you're not doing is. You're not doing what I said, which is you go to the App Store every single day. Day. Every day. When you take a. When you brush your teeth before you go in the shower or check your weight or drink a glass of water. Your new daily regimen is to go into the platform of the App Store app and look at the top 100. And you would know what lemonade and red note was if you did that. Because today they're one and two. And you'd be like, what the. Got it.

Yeah, I haven't been doing that. I remember occasionally. But you get coke caught up in these platforms and it does take time. I think it's like what Rick's saying is, I have empathy, bro. For, like, it's hard to keep up with. Because you know what else is hard?

You know what's the hardest thing for me in the world? To eat protein over carbs and to go to the gym and work out my muscles and stretch. It's hard as fuck. But as someone who got hot as shit on stretching the last three months after having ebbs and flows, I cannot believe how I feel today with my Ql, with my ADD doctor with my SO as, and fucking four months ago I was like, and now I in the fucking work and I feel better. Go figure.

This is a great question that just came up. I see it in the Q and A. Also see in the chat, okay, it says, if you're into these niche things, do you need to create a separate account for that? Like, let's just say it's tequila. But then he also wants to talk about this. He also wants to talk about this.

He can. But don't forget, 95 of the consumption is happening in the feed. So whether you do it under Rick's tequila, what's cool now is he can do that and his first post can get views because now. But views, not just followers. Or he could do it in the other thing. Both can work.

Okay, Yeah, I noticed this. I don't know. I don't know if you've seen the same thing, Gary. I feel like every piece of content is being judged independently. So, like, you could make 10. Like, it used to be. Like, people be scared to make flops because they'd be like, oh, my account health is going to be impaired and I'll be viewed as a bad creator. No, it doesn't hurt. It doesn't hold you back. So then now you can make a video that takes off and. And it's judged independently and it will grow.

I know we got to go. In a minute. I want to throw three right hooks. One's actually a jab. Please go to GaryVee.com attention. If everybody can type that in after me, I really. It's free. It will just. It will just answer 1 billion percent of the questions that I was getting in here. That's number one. Number two, this is very important to me. If you have a kid under 9 years old in your life, if you have a kid under nine years old in your life, please put the number nine in here. Niece, nephew, child, grandchild. Okay, that's what I thought. Okay, you can stop, please. If you don't mind, I'm just going to repeat this URL. You can stop now. Please share this I'm very proud of this. The people that make cocoa melons make my vee friends cartoons right now. I'm so proud of this. Literally teaching these lessons like I was teaching in this session to kids. I think your kids are gonna freak. I'm really proud of it. And then I'm going on a lot of flights, which is. I haven't been traveling as 1212-931-5731. I'm gonna be answering a boatload. If everybody can stop chatting. If I'm gonna be answering a boatload of texts in the month of February and March, bear with my befriends promotions on text. But if you want to text me your question that I didn't get to, this is probably the most likely day trading Attention Doc will answer your questions that a lot of you had. The cartoons will start teaching your kids in this direction. And this and this, this phone number is my text platform I use to answer questions. I'm going to do a ton in February, March because of the travel.

So, yeah, love it, man. And I'm gonna get back to more questions, too, once Gary has to bounce here. But, bro, I just want to tell you, man, the. For we were talking the other day, a bunch of us video guys in the. In our industry, you talk about, hey, man, who's. Who loves it, who's passionate about it? You know, sometimes I'm passionate about it, sometimes I'm not. But what. What has really kept me in the game, bro, is taking what you taught. And it got me fired up about reaching new people. It's like a video game for me. Like, how do we put out more stuff? How do we reach more people? And it was all about attention. How do we get more attention now? As a byproduct, my business grew and then I got super passionate about the business. So I think for a lot of people here, maybe, maybe you don't, maybe don't love freaking writing mortgage loans every day or doing real estate. But at the same time, you have to find something within the industry that you love. And for me, that's marketing. And the reason why is because of you, bro. So thank you so much.

I love you, bro. I wish Everybody the healthiest 2025. My prayers are out to anybody affected. We have 250 employees out in LA. It's been a really rough two weeks for me. I know some people have been really affected even more directly. And so wishing everybody nothing but health and happiness and good. And I hope we see you around.

Thank you so much, bro. Appreciate you, bro.