why would you spend money
on a Facebook dark post on me when I follow you
and I have notifications on, isn’t it a waste of money? – This is tremendous,
because you read this. This is like so serendipitous. If you guys don’t know, Andy does a ton of the paid performance around my brand and Wine Library, and so Andy I think you actually
can answer this question better than I can. What we’re targeting is we’re targeting my fans on certain content, retargeting them, because
organically you’re not reaching everybody when
you post something, and there’s certain things
I want everybody to see. Andy, am I right or wrong
or do we even know yet what the new notification, with the way notifications are on there’s no way to exclude people that have put us on First Look or anything yet. – Yet. – Yet and that’s it. The answer to the
question is quite simple. The reason I’m targeting you is because there are certain pieces
of content that I wanna make sure as many people
as possible will see above and beyond my normal organic reach which is pretty high. We tend to get 60 or
100,000 of the 320,000 that we have, which is extremely high, but sometimes I want all 320,000 of you on Facebook to see something. I’m willing to waste those pennies. Not to mention, is it a waste sometimes? Think about, you know what, DRock, get back here. Get Andy out of the way. Let’s get focused for a second here. Here’s a little side question for statement of the day,
let’s go into the statement of the day number one here. In the comment section
on YouTube and Facebook please step up lurkers. You’re pissing me off. Summer’s over. Vacation is over lurkers. Get your asses in the comments. This show is ****ing free. I need comments from you. It is my oxygen. As you can tell I’m not joking around. Leave in the comments if you’ve watched a piece of content more than once. The answer is, let me
save you a lot of time, the answer is most of you have watched tons of my content more than once, and so even if it’s wasted, a lot of times somebody will watch a second time, a third time. One of the great ego boosts I get are the emails I get that says things like wow I just watched this
talk for the seventh time, and I picked up on new things, because as your career
evolves, same with mine, as our careers evolve, other things that were said now mean more than
they did six months ago. That’s why I do it. Andy.

“As a rookie, how much
should I allocate to “Facebook Dark Posts for
a Teespring Campaign?” – Javier as a rookie, which I like, I guess a rookie entrepreneur, I would allocate a
disproportionate amount of money into Facebook Dark Posts
for Teespring Campaigns. Especially if you make a
t-shirt that is very thematic meaning, if you made a t-shirt that was like, “Denver Truck Drivers Rule,” and then you dark post against people that live in Denver that are truck
drivers as a profession, you will crush. And so, I think it’s a
unbelievable platform to convert on. We’ve talked at nausea about this. And as a matter of fact, I’m even going to go completely
in a different direction. I actually would challenge
most people watching the show right now that
you should make a Teespring and actually run a $100
worth of dark posts. Go long tail with like, “Teachers From St. Louis Rock,” and learn the dynamics
of specific long tail, surgical Facebook
advertising because I think it will be successful. – [Voiceover] Paul asks,
(hip-hop music)

through Facebook is on par with
ads in the yellow pages. Anyone disagree?
Facebook is dead. What’s next? Ryan, hey. It’s me, Gary Vee. I know we don’t know each other, but Alex is gonna be hitting
you up with a link to this. I massively disagree. As a matter of fact,
emphatically disagree. I think what’s next is people
waking up and realizing Facebook is just starting to grow. I have made the mistake, many times in my career, of the same thing that
you’re saying on Twitter. Which was, I said in 2003, “Hey, SEM. Google Adwords
is dead. What’s next?” While Google was just starting. Facebook “dark posts” the ability
to reach out to everybody. Don’t forget, you know. Yellowpages is more like Google Search. You’re going there to find something. Facebook’s coming to you. You’re in a feed, and you’re seeing it. No more the right side of a desktop. I don’t even know what this is. This is like an artifact, right? And, so, the fact of the matter is no more on the right side of a website. It’s coming in your feed. And if you know how to target, and you know how to create
content properly, you win. And, so, I would say I disagree. And number two, what’s next is people understanding what’s
really happening in Facebook. Like do it right on spot.

“Which marketing vehicles are working best “to grow the businesses of the startups “you’ve invested in?” – Steve, a hardcore VaynerMedia employee
working on data and insights. I wonder if this is a
hedged question or not. But, Steve, the answer to
this question is clearly Facebook dark posts. I’ve pounded this over and over. It’s funny, the VaynerMedia clients don’t
recognize what’s going on. All my investment companies
are only playing in this space. You know, I’m going to look
it up right now in real time. I’m gonna predict, right here on the spot, that Wish, the app Wish, the shopping app, is probably in the top
150 in the app store. This is a company, met the
founder at Cannes last year, the big advertising festival. Just go through this Facebook. Facebook, by the way,
Dub Mash I missed it. I skyped with the founder
of Dub Mash from Berlin like seven weeks ago, so on it. 10, 15 weeks ago I screwed it up. Snapchat, okay. This is what I do all the time by the way, DRock you can focus here. Every so often, actually I didn’t do it this morning, it’s just fun to do it, I’m just always looking
at the top 100 apps to basically get a feel. Usually where I’m most excited
about is down here, right? Because the top is pretty consistent. But has anything popped up here, like Wallapop, like those kind of things, I’m always trying to see. Let me just see if Wish is here, It’s somewhere, here it is, 112. Zoom in, baby. – [DRock] Yep. – 112. All Facebook dark posts. And I mean all Facebook dark posts. If people understood what
was going on arbitrage-wise on Facebook dark posts right now, which is a slang term. Facebook advertising
platform where you can reach anybody that you want. If people understood that, they would win every single time. Just like Google ad
words in the early 2000s that Amazon and Ebay used
to build their businesses. Still can’t believe
people don’t understand this is what happened. Facebook is absolutely the place that you can’t milk enough
of that cow right now. And again, over the next 24 to 48 months it will disappear, and it will more or less level out and become appropriate. Right now it’s underpriced. In four years, I’ll still love it, intuitively I believe, but it’s gonna be appropriate. I’ll be like, this is worth it. Just exactly worth it, not this is worth eight bucks and I’m paying a dollar for it. So, Facebook dark posts. If my startups could
spend every penny they had they would on that place. Pinterest starting to
emerge a little bit as well. – [India] Do you want this one

“about Facebook dark post. “Yeah, I know I’m a little
late but there is tons of info “about dark post on YouTube. “There are also people
selling dark post courses. “Would you pay for a course “or use all the free info on YouTube?” – Anthony, I would not pay for a course. I would use all the information
on YouTube and other places. I’m sure there’s a ton of
white papers and SlideShares and if you use that thing called Google, you can find more stuff. Dark posts are not that complicated because you just need (laughs) The usage of dark post
is not that complicated. Is dribbling and shooting
a basketball complicated? No. Is using a screwdriver complicated? No. You can learn those things. Being great at them is
a whole different thing. The way to be successful
in dark post on Facebook is to understand the
psychology and salesmanship it takes to create a
narrative to the end consumer that you target that
predicates an action for them to purchase something
that you want to happen. That’s hard. That’s hard. That’s analyzing data. Interpreting it. Then deploying it with creative call to
actions that are the variable of the success to it against the right demo, at the right time, in the right vehicle, around the right psychology. That’s hard. Understanding how to make
an ad happen on Facebook is not hard, everybody can do that. That should take you 20 minutes, two hours or four hours, depending on how you
learn to figure that out. It’s, are you good enough
to then make it happen. So, no do not pay for a course because you’ll get that
information for free. What you should do is get educated on being at the bigger picture at hand. Which is the craft of
the usage of the tool, not the tool itself. – [Voiceover] Dr. Laurie asks, ?Do you ever have dreams at
night about your business?”

– [Voiceover] Bunch of
Deckheads wants to know, “If you’re selling merch,
like t-shirts, “how would you go about doing it?” – Well, Deckheads, I mean– This is a very good question. I like this question. I don’t wanna beat dead horse but I would say
Facebook dark post is incredibly interesting. The targeting capabilities
of what’s going on in that platform are incredible. I think Pinterest
and promoted pins is another place
that I would spend a ton of time and energy. And I would say
traditional digital even though it’s something
I like to pick on. I think SEM, Google AdWords and I think banner retargeting, you know, people
landing on your site, you pixeling them
and cookieing them from the traffic that you
got from the other places and then retargeting
them on banner and things of that nature
have all been proven t-shirt, hoodie, hat selling. I think Facebook dark posts,
though are incredible. The fact that you can
target people that are fans of Teespring or BustedTees
or all these kind of Threadless, JackThreads,
all these places where those kind of things
are sold, Johnny Cupcakes. The fact that you can target
to that level, just incredible. I mean like, you know (scoffs) It’s really a funny
thing to do this show because I keep
pounding this narrative and so many of you
continue not to do it. But a couple of you are
starting to email me saying, hey, thank you for this because
this is what’s happened. So that makes me happy,
makes me continue to wanna spew the best advice
possible, and to me 50% of my money
would be allocated to Facebook dark posts but
the other 50% allocated to things I just told you about. By the way, Staphon,
this whole episode

By the way, go Giants. – [Voiceover] Ryan asks,
“I work for a company “that makes animated explainer
videos for businesses. “Is Google pay per click the best option “for B to B companies like us?” – Ryan, great question. Really excited about baseball right now. I’d love to get your
comment in the sections about Brandon Belt, very much on my radar to draft this year on fantasy baseball. Hopefully nobody in the Vayner 20 man fantasy baseball league
is listening or watching, but I know Bobby Glen watches. So, I’m a little upset
now that he has optics into what I’m doing, though I could be throwing him a curve ball. Listen, Google pay per
click is tremendous, but I also think that Linkedin ads have tremendous upside for you. Also, Linkedin creative,
meaning putting out blog posts on Linkedin, and then having a call to action at the bottom I think could actually
work for you quite a bit cause the B to B mentality within Linkedin is so over the top, it’s
the context of the room. So, I’m a big fan of putting out content now that everybody can blog on Linkedin, and then maybe use that content on your email newsletter, on your website, on other places where you have a little bit of a base to
create some awareness around it. I’m a big fan of that. I actually think you can get stunningly, stunning Hail Mary upside on both Pinterest and Instagram. I think Pinterest’s ad product that we’ll probably see roll out this year has a chance to really matter for you if you’re actually targeting people in a business world that
could actually buy this, but yeah I would say Google, I would say content. I would say go and reach
out to any B to B platforms. Podcasts, some blogs that
speak to the audience that you’re trying to reach and see if your CEO or creative
director can be a guest contributor, or interviewed on there because that exposure I think actually can convert for you,
maybe not at the scale that you can get from a PPC Google world. I also think you can target people by their office, you
know by where they work on Facebook dark posts
that I think you could get some really great results there. Especially if you upload
some of the native videos that you actually create
in native Facebook form, I think you can actually get
some interesting results there. So, do I think Google PPC
still wins the day for you? I think it’s clearly gonna
be one of the three winners. I think Facebook dark posts,
and I think Linkedin ads supported by Linkedin creative play and can compete at that level. So, that’s where I would focus. – [Voiceover] CJ asks, “What’s
your favorite airport?”

whose interests are private to them?” – A.J., great name first of all. Facebook. Facebook dark posts. There’s a way to use the interest graph to get to these people who
don’t wanna talk about whatever misgivings or
things they’re embarrassed of or not interested in, you can go and look at. You can get into the MasterCard data and see what they’re buying. There’s obviously a lot
of brands in this space. Actually, hair loss, is that
what we’re talking about? Can somebody pull up Rogaine’s
Facebook page right now? Just for kicks and giggles. A little real time action. Just gonna wait, I’m gonna wait. A.J. – [Steve] Pretty small audience. – Of course, nobody wants to talk about. Who wants to be like, oh cool. I’m losing my hair. I can’t wait to be a fan of Rogaine, but how big is it? – [Steve] There’s no brand page. There’s like a default drug page that’s 870 likes. – There’s no brand page for Rogaine? – [Steve] I’m gonna
do some more looking. – You sure. Nonetheless, as he’s going through that, the 870 people that were okay with going on the offical page,
there probably is a page, because I think Steve
will eventually find it, or there’s alternative
brands playing in the space. The truth is there’s a couple ways to go about it. I would target men in certain age groups. There’s also female hair loss. Facebook has enough data
for you to get there whether you’re going
after doctors fan pages that play in the space, brands, again, it’s absolutely correct that most people aren’t gonna talk about it on Twitter or follow, but some are, and that’s enough. What I would say is you
get to the four or five, 15, 17 pages that people are fans of, you go against that, and
then you create a look a like audience against that. You also take the data you have. I don’t know if you’re selling direct, but if you have any email data or anything of that nature, you can
create lookalike audiences that’s people’s behavior
is similar on Facebook, and that’s where you’re
getting your scale from. You got something Staphon? – [Staphon] 32 – Yeah there we go. – [Staphon] It had 36,000. Yeah, so I mean look there’s 36,000 people that are a fan of the Rogaine page, and
so you’re able to actually go after the people that did that. I would go after that crew and lookalike auidences against that, and I think SEM this is an example where I think search probably wins very heavily,
because that’s more private action. I would buy a lot of
keywords on Google, Bing, Yahoo. – [Voiceover] Laurie
asks, “If Lizzie opened

when you’re an up and coming actor?” – You know, Ghopii, I
think one of the things that you need to be thinking
about is your target audience. Yes, put out content, I love
the stuff you’re putting out, I love the picture in a public
store, and I’ve been seeing the love from you on Instagram,
so I appreciate it, brother. I think that one of the things
I would do is map the people that can get you roles in your country. You probably know the names
of the casting directors, or the networks that will book you, literally down to the
name, like Simon Thompson. Did I nail it, where he’s
from? Admit how good I am. India, tell me. Let’s talk
about this. I’m a busy guy. – Yes. – [Gary] I’m a busy guy. – So busy. – The fact that you could
bring him up right now and say that, and then I
can tell you which country– You’re impressed, admit it. – [India] I’m impressed. – Sorry, that was just for me. India is just a pure character
and I always love to show her like how into it I really
am. That’s good stuff, right? – [India] It’s really good stuff. – Thank you. That’s enough
DRock. Now you look weird. Look, I think there’s 50-80
people you know the names of, in Norway, that book the
televisions shows, or commercials, or whatever you’re trying to nail. So I would go after them directly. Meaning, I would try to put
content in front of them on Facebook, if you can buy ads
around the places they work, I would literally at reply all 80 of them if they’re on Twitter, let’s
call four of them are on there, so you could say hey– But don’t be stalkerish
like, “Hey, book me.” Look for things they’re talking
about and reply to that. In your situation, in many
situations, in a B2B world, for a lot of people
that are watching this, find out who you’re looking
for and go directly at them. By either running ads against
them, like, their description, where they live, their age
group, you can find them on Facebook dark posts. Go look at LinkedIn and
see who you’re connected to with them, and maybe put
out content to that person, and maybe if you have a buddy
who’s connected to the person that you need to get to– Alright, India’s connected
to DRock, we’re tight. But I’m not tight with DRock
and he’s a casting person on channel two in
Norway, it’s okay to say, “India, I’m gonna put out a
video that’s really funny. If you could retweet it,
that would be awesome because I know that DRock follows
you, and maybe he’ll see it.” That’s an indirect, direct
way, tangible, black and white piece of advice that may
lead to the serendipity. I can go directly to DRock,
or the other thing is DRock is on Twitter and he tweets
about the presidential election in Norway, or the King, you know. And I jump in and get involved there. There’s a lot of ways
to make yourself aware. It’s all tact. It’s like
how are you gonna roll up on that person if you want
a relationship with them? Whether you’re hitting on a
girl, or hitting on a guy– By the way, did you guys
see the Julian Edelman Snapchat/Tinder controversy? Anyway, that just made me think of it. I’ve gotta show you
after we’re done taping. There was a business meeting
I was in the other day, where I wanted to get to the person. Like, what’s my way in
that’s not too forceful? It’s almost this imaginary blend of– What’s the blend between
a jab and a right hook? A “jabrook”. There’s
something there, so it’s tact. It’s always tact. I would
say it starts with– You’ve got 80– I’m gonna assume there’s
35-100 people that you know you need to get to, get to them. By the way, before we go away,
I know it’s gonna be cool. Please understand, VaynerNation, in 2015, he can get to those 35-100
people, you couldn’t before. 1989, you call like CBS, “Can I speak”– No, they like– “We’ll transfer you to an assistant.” You couldn’t get to people.
That’s what the Internet and what the maturity of the
Internet, the current state of the Internet, the word we
use to call the Internet what it is right now, social media, is. You can, and I don’t mean Linkedin, I’ve been, as a lot of you
know, been jamming on Linkedin, I don’t mean hit them up and be like– I mean social. Like talking
to the president of CBS, on Twitter, about the Super
Bowl, which leads to awareness. I mean making a piece of
content that gets shared by their friends so that the
president sees it, of CBS, you know, that. You can get
to people now. That’s huge. So many of you have gotten
to me, you couldn’t have gotten to me in 1989, there
would’ve been a secretary and Ruth would’ve been like, “No.” Ruth. – [Gary] You ask questions
and I answer them. This is The #AskGaryVee Show.

– [Voiceover]
Comstock Brewing asks, “Gary, if you were going to
crush it by starting a brewery, what would you do?” – Comstock, great question. You know, obviously I’ve
thought a lot about this, because I always do think
about producing products and selling them. I come from a retail background,
and a lot of our clients are CPGs, consumer packaged good products that sell to consumers, and I always say, what if I had one, and obviously beer, coming from the world I grew up in. As a matter-of-fact, when I first
got into my dad’s business, that was the real first boom of microbrews back in like, 1995, 6, 7, 8. It was a huge boom back then, and I’ve thought a lot about that. Look, I mean, I think the
thing that’s going on is, a couple different things. First of all, I’d win locally. I think microbrews really
need to focus locally, so I would probably go
to every local business within a five-mile radius by hand, and shake hands and kiss
babies to create relationships, so that they use–
you know, like, there’s an insurance company
that has 147 employees down the street in Cincinnati, and you go there, and you become friends, and they use your beer
for their events, right? So I think localization really matters. Next thing I would really focus on would be probably Instagram. I would go all-in on creating
a very serious profile in Instragram, and then using
Facebook dark post ads to drive links from the
Facebook ad to your Instagram to get people following
there because I think the 21- to 30-year-old demo
is living and breathing in that platform, and I
think it matters for you to win in that platform. Number three, I would really focus on getting two to three
states to carry my beer, and then build very strong
relationship with the sales team of that small distributor, because you’re a small microbrew, you’re probably going to be
with a small distributor. You don’t want to get lost in a big one. What I mean by that is the
people that represent Budweiser and Sam Adams, and things of that nature, your little 500 cases a
year gets lost somewhere in the back of the warehouse, nobody cares, so you want
to go somewhere small, where you’re a bigger
fish in that smaller pond. I think you pick two or
three strategic markets and then I would run
Facebook dark post ads and Twitter local ads in that market to build up some hype,
so now all of a sudden, they’re like, oh, your stuff sells, so those are some of
the tactics I would do. – [Voiceover] Dawn asks,