YT YouTube2Text

YouTube2Text → Transcripts → The ONLY Video Every Marketer Needs To Watch Today | GaryVee @ POSSIBLE

The ONLY Video Every Marketer Needs To Watch Today | GaryVee @ POSSIBLE — Transcript

by GaryVee · 6,032 words · 903 segments · language en · Watch on YouTube

Open in transcriber Summarize with AI Download SRT/VTT

Full transcript

0:00Everying Gen Z and Gen Alpha kid in the
0:02world in 24 months will see a video and
0:05have noing clue if it's a person or an
0:07AI influencer. Almost every person in
0:08this room has already seen an AI
0:10influencer that they have no clue as an
0:12AI influencer. Of course, I know the
0:13ones that are super obvious and like all
0:15that you see on Instagram, you have seen
0:17AI influencers that you do not realize
0:19are not people. And like that's today's
0:21tech. In 24 months, it's game over. I
0:23hope that leads to you doing 5 hours of
0:25homework. I believe you will see how
0:27real what I just said is. And now that
0:29allows you a 24-month window to decide
0:32what you want to do with that
0:33information. I believe over the last 70
0:35years of marketing, working media
0:37dollars have been used to disguise bad
0:41creative.
0:43And I believe that we are now living in
0:45the era of working media dollars being
0:47used to amplify good creative. And I do
0:51not believe our industry is actually
0:53doing that. And I want to talk about
0:56that and compel people to understand how
0:58real this is. Um it sits in a classic
1:01marketing framework which is a lot of
1:05people have been in the mindset of paid
1:06owned earned and I believe we're
1:09actually living in the owned earned paid
1:12era. And so what that means if I put
1:15into English for some of the
1:16entrepreneurs here or salespeople,
1:19very simply put,
1:21very simply put, I believe any Fortune
1:245000 company that is not remarkably
1:28overinvesting in organic social media
1:31creative is making a fundamental
1:33strategic mistake.
1:35Because the way we sit today with these
1:38seven social networks is that when you
1:40put out creative, they are fully running
1:43a model that is based on relevance. And
1:46for the people that love the old school
1:48marketing books, good news. I agree with
1:49you. Relevance creates consideration.
1:52Consideration leads to people buying.
1:55The fact that we have at scale the
1:58biggest tech companies in the world,
2:00Google, Shorts, Meta, Facebook and
2:02Instagram, Tik Tok, Bite Dance, Tik Tok,
2:05the biggest marketing companies in the
2:06world, the biggest tech infrastructures
2:09in the world have algos when we post on
2:13social that are desperate for that
2:17content to reach an audience that's
2:19actually interested in it so that you
2:21all stay on the platform so they can
2:23sell more ads is the greatest
2:25opportunity for marketers ever.
2:28Ever.
2:30For the first time in marketing history,
2:32the creative creates reach. That's
2:36insane. And it creates reach based on
2:39relevance. For 70 years, we have been
2:42guessing in boardrooms through our egos
2:46and our politics on what the campaign or
2:49commercial should be and then spend an
2:51ungodly amount of money disguising that
2:54it was probably a piece of [ __ ]
2:57And now we can post at scale with
3:01content that is relevant, see that human
3:04beings, not us in the industry, care
3:07about it and have the ability to amplify
3:09it or campaign on top of it. I believe a
3:12paid owned earned model is broken. In
3:16fact, every business that I own, the
3:18ones that are on that screen or anything
3:20that I'm the chairman of the board of or
3:22a very disproportionate investor in, has
3:26in 2025 gone to a model where we do not
3:29spend one dollar of working media until
3:33it has been affirmed organically on
3:35social. There is actually, if I may,
3:38with all due respect, zero reason to
3:42spend media dollars amplifying any piece
3:45of creative that has not been affirmed
3:47with organic reach in 2025. Yet, 99.9%
3:53of the brands represented here and
3:55agencies will do such.
3:58I don't know what else to say. It's
4:01black and white. the VC, the ecosystem
4:05of entrepreneurs in here, the companies
4:07that are going from zero to $50 million
4:10a year in revenue are only living in a
4:14social organic first framework.
4:17And then there's us.
4:19I beg our industry, I know the financial
4:23reasons we're not doing this. I get it.
4:25I get the agency stuff. I get the brand
4:27stuff. I get the [ __ ] reports that
4:30justify all our behavior in this
4:32industry from the MM and the MMAs and
4:34everything else. I get it.
4:36But there is not one [ __ ] person in
4:38here that has a half a brain that
4:40doesn't know that I'm 100% right. And it
4:42is time we act as much because for my
4:46fellow agency friends, how many people
4:47here work at an agency? Raise your
4:49hands. For my fellow friends, I do not
4:52view us competing. I view us as an
4:55industry in a crisis where if we do not
4:58prove value, we will not exist.
5:02There's a reason shit's going in-house.
5:04It's cuz we [ __ ] suck.
5:08Thank you everybody. I'll see you later.
5:13For the first, by the way, for the first
5:16time ever, brands agency friends, we can
5:18measure creative.
5:20Creative does not get views in social if
5:22it is not good. I don't care what your
5:24opinion is or what color of [ __ ]
5:27fugia you like or what adjective makes
5:30you get going or what's on brand from
5:32something written a 100 years ago. If it
5:35doesn't get views, it is not good.
5:38Good is defined as views achieved
5:41organically, nothing else. We are here.
5:45I'm sorry to tell you I am also mad. I
5:49also desperately wish that this was the
5:52Don Draper 1950s. I would drink tons of
5:55alcohol in Midtown Manhattan. I'm
5:57charismatic as [ __ ] and I can sell my
5:59ass off. I would have [ __ ] crushed
6:01it.
6:03But we're not here. And the level of
6:06merit
6:09in creative that everybody is trying to
6:11run away from is not going anywhere. So
6:15either we learn the new craft, which is
6:18knowing how to make creative that
6:19actually gets views, not the production
6:22value of an $800,000 video that nobody's
6:25going to watch
6:27or we will die. Both the agencies and
6:30the brands. And that is where we're at.
6:33And now I would like to open my Q&A.
6:36Thank you.
6:41[Applause]
6:42you've spoken about most recently, first
6:45time I heard it was on a LinkedIn live
6:47interview back in November about the
6:50paradigm shift of social media is now
6:55interest media
6:57where content is not being pushed by
6:59algorithms to people who are connected
7:01to you, but it's being pushed to people
7:03who have that interest that connects
7:05with that piece of content. The to your
7:07point Elliot, the entire rant that I
7:08just went through, there is no doubt in
7:11my mind that we are no longer in the
7:13social media era. We are fully in the
7:15interest media era. We are standing up
7:17accounts that have no followers and
7:19getting more views on our content than
7:21the accounts that have a million
7:22followers.
7:24It's over. Go ahead.
7:26>> I'm so happy that I was able to set that
7:28up for you.
7:28>> Thank you, sir.
7:30>> My question is, what does the industry
7:33do? What are you doing
7:36to track it authentically, accurately?
7:39Vanity metrics, it all can be
7:41manipulated. Now that we're in going,
7:43we're in a range of interest media where
7:46you if someone's interested in it,
7:49they're shoving the content to them.
7:52>> There's a Let me jump in since we're
7:54jamming.
7:54>> Yeah. Mirax,
7:58a brand we work on, which normally gets
8:01300 views on its creative before we
8:03started working with it, had a video the
8:05other day that got 36 million views.
8:08Immediately,
8:10in the next 72 hours, miraculously,
8:13stunningly, its Amazon rank went from
8:17four whatever some absurd number 437,000
8:20to in the thousands. They sold an
8:22obnoxious amount of product.
8:25Elliot, the only thing Vayner Media has
8:27been measuring for the 15 years we've
8:28been in this industry is sales.
8:33>> Now, sales doesn't come immediately
8:35sometimes, and you got to figure all
8:37that out. And I'm very empathetic that I
8:39I will forever die on this hill.
8:41Measuring brand is like measuring love
8:43and God. It's not going to be a black
8:45and white thing. But again, for the
8:47people in this room that are paying
8:48attention to the miraculous things that
8:49have happened to Chili's restaurant or
8:52Abocrabby and Fitch, there is a 100%
8:55correlation to organically earned views
8:59and business results.
9:01Not posting a piece of crap on social
9:04media and spending media dollars to
9:05amplify it to give it a million views.
9:07No, no, no. Organically earned views
9:12lead to sales. And Elliot, the reason
9:13everyone in this room will be on this
9:16bandwagon is because the data is black
9:18and white to the sales. And that will be
9:22too compelling to ignore no matter how
9:25much some in this room want to hold on
9:27to yesterday.
9:29>> Same thing with Ocean Spray. You've
9:31talked about the mango gummies. Crazy
9:33moments. There's every day on social, on
9:36Tik Tok and Instagram, there is a video
9:38that is going viral that is creating
9:40more
9:42more financial impact on brands than
9:45every TV commercial that that brand has
9:47run in the last several years. It's just
9:49real life. Again, we can continue to
9:53live as if not. We continue to fight for
9:55things we make more margin on or what
9:57our company does for a living that does
9:59not map to this. But it doesn't make it
10:01any less true.
10:03And I do believe the walls are closing
10:05in on us. And that's it.
10:08>> And then leading into the creator
10:10economy, and I'll finish with this so I
10:11can sit down and give other people a
10:13chance, is super fans, right? Everyone
10:17wants to know and identify who their
10:18super fans are.
10:21How do you see that growing that you can
10:24be able to identify it, not to
10:26manipulate it, but to quantify it and to
10:28be able to do something with it
10:30authentically?
10:31>> Yeah. Yeah, I mean I think look people
10:32will continue to build CRM. There's tons
10:34of startups. There's, you know, new
10:36startups like [ __ ] and others that are
10:38giving you the data instead of it being
10:40owned by the social networks. The
10:42blockchain is an incredibly important
10:44technology that will continue to grow.
10:46You know that that data I feel more
10:49comfortable that this room has mapped or
10:51has optionality. Um the question is how
10:54many people understand that their heavy
10:55users or their super fans are actually a
10:58disproportionate impact on their
10:59business. that gets a little blurry, but
11:01the ability to identify and manage and
11:05engage, those pipes are in place.
11:07>> Thanks.
11:08>> Thanks, brother.
11:12>> Uh, hey, Gary. Thanks so much for the
11:14time. I really appreciate it. Um, what's
11:15your name?
11:15>> My name is Jacob Wallik. I run a a
11:19social first uh consultancy called
11:21Social for the Win.
11:22>> Awesome.
11:22>> I'm also a creator. Uh, I have about
11:24500,000 followers on TikTok. I teach
11:26Microsoft Excel in a fun, sassy way with
11:28my character Excel Daddy.
11:30>> No need to call me daddy.
11:32>> I'm thrilled to call you daddy, Jacob.
11:34>> Absolutely. I love it. Um, you know, I I
11:37think what you're saying is incredibly
11:39on on point. You know, relevancy,
11:40relatability, organic first obviously
11:43being such an important thing for a lot
11:44of brands, but I feel like we look at
11:46brands like Duolingo as as the, you
11:48know, the case study to determine what's
11:50successful in terms of organic. But if
11:51you look at the spectrum of social, not
11:53every brand can do outrageous and
11:55ridiculous content and move at the speed
11:57of sound like that.
11:58>> I agree.
11:58>> How do you see brands building more
12:00evergreen organic creative strategy with
12:02more tenpole creative moments that they
12:04can then optimize on? Because I feel
12:05like from my side, most brands are
12:07really not focused on that. They don't
12:09see the value. I I agree that there is a
12:10ton of value, but how are you
12:12positioning it as a way to drive
12:14relevancy to stay in the game and build
12:16>> by doing again, you know, it's fun to
12:18now be so part of this industry because
12:20I have years now, not just thesis by
12:23doing what we've always done. We've
12:24never told a client that virality is the
12:26punchline. We believe that getting five
12:28and 10,000 views every day, three, four,
12:31five times a day on four different
12:32platforms adds up. And the math supports
12:34us again because we played outside the
12:37matrix of reporting and have asked our
12:39clients to judge us on the health of
12:41their business at the end of our
12:42relationship. We've been willing to lose
12:45and win on business results. Obviously,
12:48that often times has led us to try to
12:50get the media and the creative together
12:52so we could be fully held accountable.
12:54So, obviously, when we don't have one or
12:56the other, it's a little bit harder for
12:57us to fully play on that. But now just
13:00on organic social creative, we're able
13:03to prove our merit because of what we're
13:05talking about here. So honestly, it's
13:06just about truthtelling.
13:08>> When we pitch a client, we're not like
13:10Vayner is going to make you go viral.
13:12We're like we are going to get more
13:13views per day across the board. Here's
13:16the big one for all the business people
13:17here because we make such a high volume
13:20of creative as a creative agency. We're
13:22also a production company. We don't come
13:24up with an idea and pay someone else to
13:26make it. So for the same price that
13:28they're accustomed to paying a creative
13:29agency, they get creative and production
13:32output daily. And because we're
13:34producing so much creative, we're able
13:36to win on relevance. When I look at the
13:38crowd here that I can see in the front
13:40rows, for me to sell Ocean Spray or or a
13:42Excel course or these sneakers, I need a
13:45lot of different content to get
13:47everyone. I got different genders,
13:49races, interest, income levels. I need
13:52relevance at scale with as many
13:54different consumers as possible to
13:56actually grow my business. I love
13:58marketing because it's offense for
14:00business. This is business for me. I'm
14:03not trying to win some [ __ ] headline
14:05in a magazine.
14:06>> Yeah.
14:06>> And so to me, we just tell them the
14:08truth. This is what you're currently
14:10doing. This is how you're wasting your
14:12money. You're buying you're buying
14:14potential reach, not actualized reach. I
14:17believe in reach and frequency, too. But
14:20you need the reach to be seen. This
14:22industry is very good at buying fake
14:24reach.
14:26>> Oh,
14:27>> yeah. And and I just said one other
14:29quick thing. So, you know, if you look
14:30at companies in the gaming space and in
14:32the sports space, they have a ton of IP,
14:33right? Even just like traditional media,
14:35like look at Family Guy or South, there
14:37are people who are literally just out
14:38there clipping content on a continuous
14:39basis, putting it on social, and it's
14:41it's basically free views for brands,
14:43right? Without them having to do
14:44anything.
14:44>> Well, that's intellectual property is
14:46the beast of the game, for sure.
14:47>> Absolutely. But how do you look at
14:49brands who don't necessarily have that
14:50intellectual property like maybe within
14:52the CPG space or you know within home
14:54home and personal goods and give just
14:56general creators the opportunity to put
14:58out content for them. Like how do you
15:00position that or how do you tell them
15:01hey you need to create different types
15:03of IP to then let your audience kind of
15:05take control and push it out there for
15:06you?
15:06>> Brother, I'm just trying to get them to
15:07give a [ __ ] about social.
15:10Like yes, we have those conversations,
15:13but the reality is is that
15:15>> for example, if this is day one and if
15:18this gentleman's the CEO or CMO of
15:21Reebok, my opening or or Dr. Pepper, my
15:25opening line is 20% of your entire
15:27marketing budget of the entire marketing
15:30budget, not the creative budget. 20% of
15:32your entire marketing budget needs to be
15:35allocated for social creative
15:36production.
15:37>> Sure.
15:38>> For a company like a Dr. Pepper that
15:40spends I'm going to make this up. I have
15:41no clue. But if they're spending 100
15:43million, I'm asking for 20 million in
15:45fee for social production and they're
15:48spending 500,000 a year. We've got a
15:52long way to go for this ecosystem to
15:55understand how much they're getting
15:57outflanked by much smaller brands. Much
16:00smaller brands than the Fortune 500
16:02brands in here are spending 3 to 4x in
16:06real money on social creative. They
16:09don't even understand what's happening.
16:11>> Yeah.
16:12>> And so before I get them to think about
16:13IP or resurrecting the jolly green giant
16:16or doing smart [ __ ] or understanding
16:18what [ __ ] is or all this stuff, I need
16:20them to even understand they're not even
16:22in the game financially. You have
16:24multi-billion dollar companies getting
16:26outspent in the most important channel
16:29in marketing today 5 to1 by a brand that
16:31didn't exist a year ago because they
16:33want to spend $900,000 throwing a
16:36[ __ ] party at possible.
16:39[Applause]
16:41Thank you. Go Jets.
16:43>> Go Jets.
16:44[Applause]
16:46>> Hey Gary, my name is Scott. Thanks for
16:48all the pep talks over the years
16:50virtually. Uh I'm the president of a
16:53company called Map Media and we do
16:55geographically focused influencer
16:57marketing.
16:58>> Okay. Like that. in house. We own Iowa
17:00Chill and the Midwest verse everybody
17:03social media brands and we focus on
17:06local creator authenticity
17:07>> love.
17:08>> I want to back into the title of your
17:10talk about you know social e-commerce uh
17:13virtual influencers and reaching Gen Z.
17:16Uh Gen Z is notoriously hard to get to
17:18trust. And I'm curious if you know
17:21anything about how they will perceive
17:23virtual influencers.
17:24>> Well, they won't know the difference.
17:26>> Won't know the difference. Every [ __ ]
17:28Gen Z and Gen Alpha kid in the world in
17:3024 months will see a video and have no
17:33[ __ ] clue if it's a person or an AI
17:35influencer.
17:37>> Thank you.
17:37>> Thank you.
17:41>> That's that's and and that based this is
17:43why I'm glad you asked the question
17:44because what I get excited about is my
17:46biggest belief, brother, and you're a
17:48young entrepreneur is put yourself out
17:50of business before someone else does it.
17:52If you do your homework, don't take me
17:53for an answer, but if you do your own
17:56homework, it sounds like you have a
17:57little context on me given the way you
17:59started this conversation. If I've got
18:01any credibility with you, I hope that
18:02leads to you doing 5 hours of homework
18:05the way I've done 50 hours of homework
18:06on this subject matter. I believe you
18:08will see how real what I just said is.
18:10And now that allows you a 24-month
18:12window to decide what you want to do
18:14with that information. Do you want to
18:16build your own AI infrastructure? Do you
18:18not? Like, and that's why I want you to
18:20know it. But I promise you right now,
18:21almost every person in this room has
18:23already seen an AI influencer that they
18:25have no clue as an AI influencer. Of
18:27course, I know the ones that are super
18:28obvious and like all that [ __ ] that you
18:30see on Instagram, you have seen AI
18:32influencers that you do not realize are
18:34not people. And like that's today's
18:36tech. In 24 months, it's game game over.
18:40[Applause]
18:43>> Hi, Gary. Um, I'm going to go to the
18:45opposite side of the demographic. What's
18:47your name? My name is April and I have a
18:49startup agency called Openly Gray.
18:52Amazing.
18:52>> And so we are working with the brands to
18:55focus on the gray market 50 plus
18:58>> love.
18:58>> And I realize that a lot of brands are
19:02sleeping on them and
19:03>> sleeping
19:04>> and uh you know there's the great wealth
19:06transfer that's about to happen but
19:08these people are still alive and
19:09thriving and they are holding the purse
19:11strings. So I
19:11>> they're [ __ ] 50.
19:13>> Yeah.
19:16I I always laugh at this like people
19:18live to 90. You know that, right,
19:20everybody? Like they're [ __ ] 50,
19:22>> right? Right.
19:23>> Have you seen 50 year olds recently?
19:25They all act like they're 27.
19:28>> They're 50. They're definitely not gray.
19:30They're all [ __ ] coloring their hair.
19:31What are we talking about here?
19:33>> Keep going.
19:34>> Yeah. So, I just wanted to know your
19:35perspective on uh any advice for brands
19:38that
19:39>> to stop being idiots. They have the
19:40money
19:41>> and we call openly gray.
19:43>> Yes, I understand. Facebook blue.
19:46Facebook right this second of the seven
19:49social networks that I most obsess over
19:51and their algorithms is
19:52disproportionately the most interesting
19:54one to market on.
19:55>> Yeah, absolutely.
19:57>> There is an ungodly amount of attention
20:00at scale on Facebook blue from 45 to 70
20:04and they buy [ __ ]
20:07What would I tell brands? Be a [ __ ]
20:10marketer.
20:12How would you like I'm aware that we've
20:13become youth obsessed.
20:15>> Yes,
20:15>> I love a good Gen Alpha as much as the
20:17next one,
20:19>> but like when you're a big brand for how
20:21many people here are working for a
20:23Fortune 500 or are an agency that works
20:26with Fortune 500? Just raise your hands.
20:28Just hi if you don't mind. Thank you.
20:30Like at that scale, we need to sell to
20:33everyone. Of course, there's going to be
20:35certain products that don't match. I
20:36mean, if you're selling to elder, like
20:38diapers for elderly people, like
20:4020-year-olds might not necessarily, but
20:42I just I what I love is that our
20:46industry lacks a severe level of common
20:49sense. What would I tell brands? If you
20:51want somebody to buy your product that's
20:5350 to 80, market to them with content
20:56that they would like to see and maybe
20:59buy your product in places they spend
21:01their time. Oh, by the way, they [ __ ]
21:03live on Facebook.
21:05>> Absolutely. Thank you.
21:06>> Yeah, thank you.
21:07>> Thank you.
21:11>> Hi, I'm Kit Huffman. I'm building an
21:14agency. We do content communications for
21:16startup tech.
21:17>> Amazing. I my question is just I think
21:21what is so inspiring about your career
21:24and just the agency that you've built is
21:26that it it's compet you're you're up
21:29playing with some of the biggest
21:30marketing agencies and you are in just
21:33like you said 15 years competing with
21:34some of the biggest marketing agencies
21:38and just me myself as a founder like me
21:40having so much excitement and also like
21:43anxiety about like I feel so excited
21:45about what I am building
21:47what point or if you could just maybe
21:49walk us through like what were the
21:51emotions that you were maybe feeling
21:53when you were like first starting off or
21:54what was like maybe there was a turning
21:56point or a moment that you're like I'm
21:57not just building another marketing
21:58agency I'm going to build like one of
22:00the biggest [ __ ] marketing agencies.
22:03>> Um thank you and good luck. I would
22:05here's what I would tell you based on
22:07what I understand you're asking me. The
22:10reason the things worked out the way
22:12they did for us is
22:15I built an internal culture that was
22:19focused on one very important nuance
22:22that this industry has done very poorly,
22:24which is I as the founder and the owner
22:28desperately cared more that the people
22:30in my agency cared about each other than
22:33the clients.
22:36Advertising agencies are really bad at
22:39over bending to keep the business and
22:44doing [ __ ] they don't believe in. I was
22:46willing to be patient. I knew that what
22:49we were focusing on was going to take
22:51more and more market share and I was
22:53willing to leave a lot of money on the
22:55table and a lot of lumps on the table in
22:57the first 5 to 10 years to get to a
23:00place where I thought we were stronger
23:01grounded on continuity. every how many
23:05people work at agencies? Raise your
23:07hand. So, this crew knows like the
23:10average time someone spends at an agency
23:12is non-existent. We have almost 100
23:14people that have been at the company for
23:16over 10 years of a 15 person 15 year
23:18company. I really thought that if I
23:20could keep continuity
23:22with people that we would have speed and
23:24trust and I just didn't compromise for
23:28you to build what you want to build it's
23:30going to be about you not compromising
23:33to get the money in the short term and I
23:35think agencies do a poor job with that
23:38and they become you know they always say
23:40agencies are always like I don't want to
23:42be like a vendor I want to be a partner
23:43to be a partner you have to speak your
23:45truth and too many agencies bite their
23:48tongue PS to keep the next check coming,
23:51which ironically is why they lose the
23:53client in the end.
23:54>> Can I ask one follow-up? How did you
23:56>> and then
23:57>> how did you find your truth? Especially
23:59when you were starting.
24:00>> I'm a practitioner. I'm not like these
24:02people.
24:05I what we sell at Vayner Media, I do
24:09today. I wrote the copy for the social
24:13media post that you saw if you follow
24:14me. My truth was very different. I was
24:18selling something I already did and
24:20continue to do to this day.
24:23The skill in getting views in social
24:26through your thumbnail, the first three
24:27seconds, the copy and the overall piece
24:29of creative, whether in picture, written
24:31or video form is the most complicated
24:34and most important skill in marketing
24:36today. I do that every day for not only
24:39Gary Vee, but for wine text, for V
24:42friends. I am the practitioner CEO of my
24:45company. I am not in one meeting in my
24:48company where I don't know what's going
24:50on better than everybody else in that
24:52room. That is unheard of in this
24:54industry. The CEOs I compete with live
24:57in France and are bankers.
25:01>> Thank you.
25:01>> Thank you.
25:06>> My question is where does podcasting
25:09come into play when it comes to both
25:11agencies advising large brands and large
25:14brands that are trying to figure it all
25:15out? Because in our experience over the
25:17past decade of helping people figure out
25:20how to get into the world of podcasting
25:21and where their role is with it, they're
25:24they're just wildly confused and lost
25:26and and a majority of them are we don't
25:28need that. We're not really a media
25:31company. I know you've been preaching
25:32the podcast gospel for quite some time
25:35now.
25:35>> I have some good news for you. There's a
25:36tipping point going on. I've spoken to
25:38more B2B companies in the last six
25:40months about them finally doing their
25:42own podcasts as a production day for the
25:45social creative they need for LinkedIn
25:48than I have in the last seven years.
25:49That's where I would focus.
25:50>> The future's bright.
25:51>> The future's bright if you're able to
25:53communicate to everyone in here that the
25:56podcast is the added value. It's
25:58actually a production day for creative.
26:02I would argue that the people in this
26:03room that are in experiential are in the
26:05same place. I would argue today that
26:07every experiential execution in
26:10marketing is actually a production day
26:12for social creative and when you mix
26:14that together it becomes very ROI
26:16positive. I would position it that way.
26:19If you tell them we're not doing a
26:20podcast, we're doing a a couple of
26:22production days for creative and you
26:25happen to get the podcast for free, I
26:27feel like you're going to get a very big
26:28audience. What does it look like for the
26:30world of bisdev and sales though for
26:31opening up doors when I'm trying to get
26:33a coffee with you that may not be
26:34available but if I invite you to a
26:36interview on Zoom
26:38>> you know how I've said this this has
26:39been forever when you do when you host
26:41the party you win when you start a
26:44podcast and invite your clients that you
26:46want on it. It always works. You've
26:49replicated something just now that I've
26:50been talking about for a decade. It
26:52works. I've watched it time and time
26:53again. And for anybody in here, and
26:55there's a lot of salespeople running
26:57around Miami right now, for a lot of you
27:00that will spend the money to come down
27:02here and shoot your shots and make your
27:04decks and try to bisdev and sponsor
27:06stuff and cocktail hours, if that money
27:08and energy went into a podcast around
27:10the industry that you're in and you
27:12invited these CMOs that you're so
27:14desperate to meet downstairs
27:17as guests, you would have them captive
27:19for two hours.
27:20>> Thanks, brother. Love you, man.
27:23>> Thank you.
27:24Hi Gary, great seeing you this year as
27:27well.
27:27>> Pleasure.
27:27>> Uh so I'm Russell Karim. Uh we built a
27:30company, we built a AI powered company
27:32to uh streamline the supply chain for
27:35uniform and promotional product industry
27:37globally.
27:37>> For what brother?
27:38>> For so we built a AI powered uh
27:40technology to streamline uniform and
27:44promotional product industry.
27:45>> Very cool. Okay.
27:46>> Um so I know you know just listening to
27:48you all these years you talk about live
27:51selling. I mean so much about the live
27:53selling.
27:54>> What do you think like this geopolitical
27:56influence on social platforms or even
27:58the global supply chain? How does that
28:00impact that future of live e-commerce?
28:04>> Look politics. I mean I love what I
28:06don't so I was a terrible student but I
28:09was really good at history. I you know
28:12I'm fascinated by people who don't know
28:15anything about history. I don't know if
28:17you know this but there's always [ __ ]
28:18going on between countries.
28:23Like like we act like this trade war
28:26between us and China is some like
28:27unheard of phenomenon. You [ __ ]
28:30ever hear about the cold war?
28:33Do you know that your grandparents never
28:34went to Eastern Europe for 70 years? You
28:37couldn't go to Poland or the USSR? Like
28:39this. Like what do I think? I think it's
28:41[ __ ] life.
28:45Like I I don't even think about that
28:46[ __ ] Like if it's more expensive, you
28:48either pass it on to the customer or you
28:50take the hit. That's called business.
28:52During COVID, we pass it on to the
28:54customer. Right now, the prices with
28:56inflation are too high. So, everybody
28:58with supply chain is taking the hit. So,
28:59they're cutting cost, firing people,
29:01spending less on marketing. This is
29:03business 101. Live shopping to me, maybe
29:07why you're bringing it up is live
29:08shopping happened in China 10 years ago.
29:10It is a good dollar industry in China.
29:13It will be the same in the Western
29:15world. Tik Tok shop and whatnot and soon
29:18to follow eBay and Facebook and
29:21Instagram and everybody else. The
29:24QVCification of social media is here. It
29:26is a massive opportunity for the people
29:28in this room who are like not in love
29:30what they do for a living. Raise your
29:32hand if you get your job real quick.
29:33Just curious.
29:36Yeah, I know your boss is here. Um
29:39I was just trying to get you. Um,
29:42for the half of you that actually hate
29:44your job, even though none of you raised
29:45your hand, if you're looking for an
29:47opportunity that might be interesting to
29:49you, I could not push you more to do
29:52some homework on live social shopping.
29:55There's some really fascinating human
29:57dynamics in live social shopping. I
29:59think there's a subculture subconscious,
30:01excuse me, tipping mechanism. So, people
30:04spend more because they're actually
30:05being entertained. So, they end up
30:07buying stuff almost like a tip. There's
30:10been I've been really studying it. I've
30:11been in it now for about a year very
30:13deeply many many many many hours. I
30:16believe live social shopping is one of
30:17the most interesting things. But that is
30:19a separate completely different thing
30:21than supply chain like realities. That's
30:23just that's always going to hap. There's
30:26always going to be something bro, right?
30:27Like Japan had a financial crisis in the
30:3080s and it [ __ ] it up because we were
30:32all in on Japan. And [ __ ] 2008 crisis
30:36happened in 1987 in October the stock
30:38market collapsed and the junk bonds and
30:40in 197 people are like it's never been
30:42worse. I'm like [ __ ] in 1979.
30:44Gas stations had no gas.
30:48Like I don't understand. Like you let me
30:50just This is a per I know I'm over time.
30:51This is a perfect thing to I apologize
30:53to everybody in line. Feel free to. My
30:55phone number is right there if you want
30:56to text me your question. I'm flying to
30:58Toronto tonight. I'm happy to [ __ ]
31:00answer it. I'm just going to leave you
31:01with this.
31:03We have it so good that we think it's
31:06bad.
31:10We complain about dumb [ __ ]
31:13Everyone's like, "It's never been worse.
31:16The black plague was worse.
31:22That Holocaust thing was no [ __ ]
31:24joke.
31:26Like World War II was messy.
31:29We are just so fortunate that we're
31:32around to complaining about dumb [ __ ]
31:35People talk about like, "I don't make 10
31:37million a year. I'm broke." We've lost
31:39our [ __ ] way, friends.
31:41In marketing for damn sure, but even in
31:44life. So, I think we need to be more
31:46grateful, more grounded, less
31:48materialistic, more humble. The fact
31:51that you're [ __ ] breathing is a win.
31:53We need to calm the [ __ ] down. We got to
31:55stop using Thank you.
31:59[Applause]
32:01We need to desperately,
32:04desperately stop weaponizing words.
32:07You're not anxious, you're
32:08inconvenienced.
32:12Like we have really [ __ ] our [ __ ] up.
32:15We've created new words. I have imposter
32:17syndrome. You're insecure.
32:21We didn't need another word.
32:23So, let's just be grateful and let's
32:25bring common sense and gratitude back.
32:27It'll be good for your life and it will
32:30make all of you much better marketers
32:32cuz our industry is full of [ __ ]
32:38You do not need to make TV commercials
32:41that cost millions of dollars and then
32:42spend millions of dollars to amplify it.
32:45The world has moved on. I'm sorry.
32:48We bought buying the lowest cost
32:50programmatic CPMs. I don't know if you
32:53heard this. You get what you're paying
32:55for. You get excited about $3 CPMs. It's
32:58on [ __ ] mommy.org
33:01below the fold banner ad on the right.
33:03It's [ __ ] garbage.
33:07And don't get me started with principal
33:08buying and all the other [ __ ] we make up
33:10to [ __ ] make margin that's good for
33:12the agency and not for the brands. We
33:14need a [ __ ] wakeup call as humans and
33:16definitely as a advertising industry.
33:19Otherwise, it's going to be much worse
33:21than you think. So, I ask all of you to
33:24have the courage to start telling the
33:26truth and start getting educated on
33:28what's really going out out there
33:30because that will be good for everyone
33:31and I thank you for your time and I wish
33:33you the best possible ever. Thank you.
33:35Thank you.
33:38[Music]

About this transcript

This page contains the full transcript of The ONLY Video Every Marketer Needs To Watch Today | GaryVee @ POSSIBLE by GaryVee, generated from the public captions YouTube serves with the video. The transcript has 6,032 words across 903 segments, with the original timestamps preserved so you can click any line to jump to that moment in the embedded player.

What you can do with it

Use the transcript to take notes, quote the speaker, build a study guide, generate a summary with ChatGPT or Claude via the YouTube Summary tool, or export it as a timed subtitle file with YouTube to SRT. You can also re-open it in the transcriber to translate the transcript into 100+ languages.

Free YouTube transcript tool

YouTube2Text is a free YouTube transcript generator — no signup, no daily limit. Paste any YouTube link and get the full transcript instantly, with timestamps, click-to-jump, translation to 100+ languages, AI prompts for ChatGPT, Claude, and Gemini, and exports to TXT, SRT, VTT, or Markdown.