“brand now looking to build a
direct to consumer presence?” – Matt, first and foremost
I’m saddend by your concern because you are
literally are playing in one of the three or four best genres. Like, you’re selling to pet enthusiasts. Have you looked at the psychology and emotion of people that love their pets? There are people that really really, there are enormous amounts of human beings in the world that love their
pets more than their family. I mean so your talking about
a high emotion category. Instagram is littered,
literally littered, go to the, let’s go functionality here,
it’s not super complicated. There’s something that’s called Instagram, You open it up, you literally
hit the search button. You go to search, you
literally put dogs, dogs. Stick with me here, this
is massively complicated. Slow internet, dogs, tags,
sticking with me here. I don’t know how you’re
zooming in, Staphon I’m sorry for the slow internet I
should be on the wifi. Alright, dogs of
Instagram, oh I don’t know, 34 million hashtags, dogs
22 millions hashtags. Dogstergram, 13 million,
dog sitting, 2 million. Are you nuts? Start putting out content on Instagram, start tagging your stuff with these tags that everybody uses and use hashtag riding to build awareness and it doesn’t cost you anything except
for the production of the content which on
a scrappy business level should be free because
it’s your time, time is valuable but it should be free. So, Instagram for sure
because the attention graph is there, you can buy Facebook ads against dog lovers or
fans of dogs all day long. We had the benefit of working
with a dog brand company, our commercial rates
and engagement were at the highest of anything we played with. Obviously you’re watching
the show and maybe you just want to get your question
on, but this is very basic. Facebook ads, Instagram creative
with using the hashtags, there ghost search, I would
run ads, I made an investment in a company called Bark Box,
they have a content play. Their ads on that site are
converting for your advertising. Not because it’s an investment
I made because I want to be historically right,
I own nothing of it. It’s just a place that a lot of dog people are spending a lot of attention. There’s so many places, I mean, this kind of pissed me off India. This was not the right, I don’t know if you asked me this question on purpose to get me going, you did? – [India] Mmm hmm. – Got it, okay well. – Also he was really persistent. – So you tried to raz him? Were you razzing him a little
bit for his persistence? – [India] Maybe a little bit. – What’s his name?
– Matt. – Matt, first of all I
love the persistence, raz India, I like it. Second, it’s dogs and cats and parrots and people love this crap. I mean, are you nuts? Easy, easy, I’m almost wondering if you’re just crippled by how much you can do vs by being curious of what you should do. – [India] Whoa, that’s good.

– [Voiceover] Nikhil
asks, what do you think of Twitter’s plan to remove
the 140 character limit? – Nikhil, I think this is a
tremendous execution by Twitter. Twitter really needs a
jumpstart in a lot of ways, and really the reason it had a limit, was because of the technology in place. Because it was really in
the old 160-character limit or something of that nature
with the phone structure, of text, and like, there’s
no reason at this point to keep that limit. It created creativity, I
think it served a purpose, but you gotta evolve or die, and I think the freedom of more characters could be helpful. Plus you have a lot of base of people over the last eight years that use it that will still keep
things short and tight. For me, I can see us now
doing complete blog post type things, like we do on Facebook, in a Twitter environment. Could open up some opportunity. I think this is a very smart
move, a much-needed move, a move that I’m excited to test out, I think this was a need. – [Voiceover] Garrett asks,
what’s the worst mistake

“What service do you use to
make these amazing images?” – Charles, that’s a
very, very good question. This one’s super easy. This speaks to something
I believe, which is scaling the unscalable. Every time people ask
me about image quotes. This one (camera clicks), and this one (camera clicks). You got some work today, Staphon. And this one (camera clicks). People always tweet, and they’re like, “What app do you use, what do you do?” Nope. Just use the great Andrew
and Zak design team. Mainly Andrew now, who also
designed this amazing t-shirt. Buy it, now (bell rings). And so, you know, really
what I’m doing there is just scaling the unscaleable. You know, there is no app. Everybody thinks everything’s
got to be so scalable. No, this is done by hand. I have a design person, obviously look. And it’s interesting. I have debated turning it into an app and opening it up to everybody. But for now it’s just done by hand. There’s a lot of texting. I’ll actually pull out my phone, yeah. There’s a lot of texting that
goes on between me and Andrew. Where I just get a thought and, you know, just. Get ready, DRock. Are you gonna wanna have my? Are you gonna wanna have my phone? No, I’m not gonna give it to you, so… Because you’re not gonna
be there, so you can’t do it like you like to normally edit. But let’s just find Andrew. And… Okay. – [DRock] Yeah. – See it?
– [DRock] Yeah. – So there you go. You could’ve been a bus. With an image of me from
the Monday morning video in the background. And a smaller font saying
“Watch the video now.” I mean, you now, and then it happens. Good, old-fashioned thoughts and execution. Keep it simple.

– [Voiceover] B. asks, what
do you think of McDonald’s response to Burger King’s
Peace Mcwhopper idea? Seems like they missed a big opportunity. – DRock, before I answer this, are you running the B
roll that we did before the show? – [DRock] Yeah. – To start the show. – [DRock] I can do it right now. – No, start start the show with it. I think it’ll be interesting. People are gonna be, oh, Staphon’s now. Right, Staphon. Graduating to editing the show. Start with all that B roll all black and white before
it even goes into it, because then people understand why I screwed up the intro,
because the transition was awkward. I, well first of all you’ve seen a lot of our banter on this. I’m with you India. I thought it was I think my answer came through in the black and white that started the show which is I think McDonalds, first of all I like competitions so I like that McDonalds kind of zing Burger King right back. Burger King tried to win the game by being like, like there was a, McDonalds was in a very tough spot. I also love what Burger King is doing in marketing right now. I think they’re being very clever. Sonic is one of our great clients at VaynerMedia. I’ve got that hat on. I think it’s super fun to watch. I think I’ll answer this. We are clearly living in interesting times where Burger King can make a micro site to make this annoucement, and McDonalds official
answer is in a Facebook post in sentence form. If you haven’t realized that communication has changed forever in our society, please let this be a moment where this is how companies that
are dead heated compet, I mean Pepsi, Coke, like Burger King – McDonalds. It doesn’t get more than that. I think it just depends on
what side you wanna be on. There’s the people that always wanna be on the serious side, which McDonalds wins. There’s people that think
the world is way too serious and you need a little humor. I think more people sit on that other side hence why I think the most
popular reply to McDonalds and upvoted. For me, for me, I like the way they went with it, but I can see every angle of it. I like that Burger King did it. I like the way McDonalds, I just want them to fight. Like, if you really want me, listen, but you have to understand. I’m giving you my answers
to me as a person. I love competition. I live for companies fighting with each other and
trying to beat each other and jockey and chess moves. I love it, the sport of it. Just like politics has become a sport and entertainment which has a lot of sad
variables around that. I think business is about to go that way, because everybody can communicate, and it’s all in public and all this stuff. I’m just enjoying watching. Pass me the popcorn.

“There for everyone to see “but people’s attention is elsewhere.” – No, I don’t think,
Glenn, that is the case. I actually think it’s more
like the Facebook newsfeed. I think it’s there and it’s in the front of your eye and base on the data of people clicking clearly the content there is valuable. I think the thing that
you need to understand about Facebook, excuse
me, Snapchat Discover is it is content, it is not ads. A billboard is an ad and you and I and Alex, let’s show Alex ’cause
the shirt he’s wearing, just needs its own attention today. Two days in a row he wore that shirt? Alex, what the– Oh, got it, got it. (laughs) – [India] He’d never
repeat a shirt. (laughs) Snapchat Discover is content. When you click that, you know, ESPN or Cosmo or the Snapchat logo you know you’re about to get content. You’re not gonna get ads. There’ll be some ads mixed in. That’s a very different value proposition than a billboard. And we’ve been all kind of trained to know that billboard doesn’t bring me any value, it’s trying to sell me something. Versus tv and print and radio, the reason we tolerate and still enjoy it is, okay, I’m gonna
get something of value. I’m gonna have to suffer
through being sold to which is why technology’s
shifting away from that is the big rub that I talk a lot about but Discover platform for me is a belief that it’s there as a billboard, sure it’s
in your face, it’s there but what is behind it, is the variable. Now if they program it
correctly, Daily Mail all the people that program there, the partners, Daily Mail, Cosmo, ESPN or Snapchat itself. If they program successfully,
you’ll go there. A la NBC, ESPN, ABC, A&E. When Walking Dead is what you program and people wanna go
there, they’ll go there. When Schmuck-A-Ma-Ma-Ga tv show that nobody wants to watch is there you don’t go there. So the content is the variable. Knowing that there’s content behind that makes it very different than a billboard. Make sense, right? – [India] Yeah.

and I’m wondering how small businesses can best utilize Snapchat? Like should they be posting
coupons or promotions or maybe doing day in the life diaries? Would love to know your answer, thanks. – Annemarie? Annemarie, the answer is yes.
All of the above. You need to put out compelling content. Compelling content in my opinion falls into two very distinct categories. One, entertainment and escapism. Two, utility and value. That’s it.
That’s how I see it. Either you’re entertaining
me because I need to escape the reality of I can’t pay
rent, that I have 94 roommates because this idiot on the
Internet told me to find my dream job. (rewind sound) buying random stuff at
Goodwill and selling it on eBay to pay your $80.00 worth of rent because you have 94 roommates in a studio. That’s it.
Get dirty. Or–
(laughter) You like the recall? You like the recall, Steve. You always like the recalls. – Well, you know, callbacks are good. – Callbacks. Thank you for the proper terminology. Or two you are a utility. Like you just bring absolute value. I think the show works because I think I mixed
both in pretty nicely. But it’s one or the other. So on Snapchat you either gotta do that entertain them, make it funny. Don’t forget the context of Snapchat, skew is younger. You know a lot of it
is mundane silly stuff. Or you can bring utility which is you gamify it
and say here’s a coupon or a code, save it because
it’s going to disappear. You play with that. Utility or entertainment.
It’s very clear. It’s funny.
You led the question. Amber, you know the answer. I love having you on the show but you absolutely led the answer which is you gave the
examples that would work. You know what to do. Now it’s less about asking
me and more about doing it.

“where volume is more
important than content, “how would you take
advantage of social media?” – Jay, what’s the matter with you? Volume’s more important
than content everywhere because volume of selling shit
is what you do for a living. Regardless if you sell
weird looking statues or phones or, I love taking off, kicks. You know, like, volume always matters. Content is a liaison
to more volume, right. My content wasn’t more
important on Wine Library TV. It was the fact that that
lead to selling stuff. And so, whether you’re
in wholesale or retail, or B to B or B to C, the
end goal within the context, is to drive a result including
if you’re non-profit. You’re not making content
that’s gonna make somebody cry about, you know, the dogs in
the wild that we need to save because you just want somebody to cry. No, you want them to
take out their wallet, this is what you want, Jay. You want them to take out their wallet and give them the cash. Right, that’s what you want. And so, please don’t
get it twisted, anybody, that so much of this is predicated on how do you provide that value to then have leverage to get the
result that you’re looking for? And so, sorry India, it got
a little bit heated there for a second. Word it for me one more time. – [India] He says, “Your
wholesale business where “volume is more important than content, “how would you take
advantage of social media?” – Yeah, I mean, no I
mean, you know, you know. First of all, when you’re
in wholesale, you’re in the B to B business, so you
have it easy, in my opinion. Go and map who your customers are. Go to Facebook. Run ads against the
companies of the people you’re trying to reach. Employees of the company
you are trying to sell this. Go run it against Foot Locker employees. People that work at Foot Locker. Do you guys have Facebook accounts? I feel like people haven’t
been updating them as well, but the data’s still incredible at scale. This is just a quick test. Do any of you put
VaynerMedia in your profile? – [Voiceover] Mm hmm. – All five of you? Even better than I thought. You can reach all five of these characters by targeting employees of VaynerMedia. As a matter of fact,
somebody could have probably been flown in next Friday
if they were smart enough to spend $40, 40 measly dollars on ads against VaynerMedia employees, where they used the VaynerMedia employees to pressure me to bring that person, but you didn’t, you just didn’t. And so, execution my friends and being a practitioner
is always, always better than headline reading. And so, I will tell you it is very easy. LinkedIn, Facebook, target
your actual customer and then make content
that is valuable to them. Right? Which means different than B to C. So, back to this. I’m a sneaker producer. I’m new, I’ve got to compete
with Under Armour, Nike and Reebok and Puma and crap. Maybe my ad is, hey, introducing
the new Gary sneaker. More profitable for you than the others. Like literally, it is a
B to B promotion, right. Like, here’s a chart. This is what you make on
all these other characters. Sure, they bring people in, but here’s my offer and
I’m able to bring you dramatically more profit and as a kicker, if you email me back, I
will also run ad dollars directly to your store for my sneaker because you’re one of
the first hundred people to contact me.

@DylSell on Twitter, and I
have a question for the show. – DylSell. – DylSell. – Recently I’ve heard plenty
of social media experts, mainly spurred by Mark
Cuban and Evan Speigal. – Oh okay, they’re real people. – Are you for deleting the
history of their tweets and other past social media posts,
because they say that the context is out of play 8
to 10 months in the past. I was curious what your
thoughts are on this, and if you have a counter punch. Thanks Gary, love your show. – Thanks brother. I don’t think I have a counter punch. I actually agree with both. I think, first of all, I do
think that Snapchat is the closest thing to real life communication, like everything you say
to your friends doesn’t get recorded for life. I think that’s why Snapchat exploded. When I finally made that realization, I’m like, wait a minute,
this is actually the real way we communicate, that’s when
it started getting exciting to me, that’s why I started
in late 2013, mid 2013 starting to get really bullish on it. You know Cuban with
Cyberdust, Evan with Snapchat, I know where you’re going
DylSell, I think that, I think that it has a place,
and I do believe that a disproportion amount of
the content deserves to be in a place where it disappears forever, however, I think there’s enormous value, as a matter of fact, yesterday
was one of my favorite moments in a long time in my career. Somebody tweeted, sweet
red wine is starting to explode in the U.S. I made that prediction
on a Wine Library TV episode, seven years ago,
and he linked towards it and it was fun to see a
younger, less fit Gary, make a tremendous
prediction about where the wine market was going, and
so I think that there’s content that I think, Is anybody here devastated
about the fact that they have these great pictures,
or videos, or comments from three, four, five, six years ago? No. Both, the answer is both. But it’s not an all or nothing. And definitely the Twitters
and the Facebooks created this kind of all, forever, and
I think the reason Snapchats working, the reason Cyberdust
has value and is working, is because they play in the
ying to the yang and this and that, and so, that’s that. I think they both work. I think they both have a place
at the table, and I think there’s probably, you
know, this is why Beme, and Meerkat, and Periscope, live and real time content has a place at the table, and there’s probably some sort of fourth thing I haven’t even thought about yet that has a place of the table. There’s a lot of seats at the table my friends, and I think people
get way too all or nothing, and they don’t realize
how many chairs there really are. – [India] That was beautiful.

“Alright Gary Vee, you’re
big on authentic marketing, “but when does it go from
building trust with the audience “to shit man, that’s TMI.” – Too much information. I don’t think we, the people that put out the content get to judge what TMI is. I think the consumer judges
what’s too much information, and so as you can think now, and let your whole mind go, you’ve got all sorts of
people that are whether in social or real mainstream media, that you deem, put out
too much information or not enough information. I’m a big fan of the market deciding, and I think the way you
learn how the market decides is to listen to the market. For me, you put out stuff and you see what they come back to. For example, there’s a vine that I put out where I’m sitting in a toilet. Danny, the craziest place I vined is this. This. That might have been TMI for people. I did it, because I’m
curious of what too TMI is, and I think one, I think it
breaks down to two things. Number one, the market decides. We’ve seen that. You’ve seen no question. There was a time and period where people thought
Elvis shaking his hips was too much information. I would call that tame
compared to what Miley Cyrus did at the MTV Music Awards 18 months ago. I would consider that tame
to what XYZ is gonna do six years from now on whatever we’re on a Netflix show. Live show. I think that things evolve. The market evolves, but I really think of this
as nothing in the middle. The market decides, and
then you get to decide. We’ve refrenced it’s been funny we had
an episode where I really got hardcore about my family thing, and it’s been bubbling up. I’ve been getting a lot
of positive feedback from a lot of friends and family about how little I put
out on Misha and Xander and Lizzie, and how I
do keep my family life pretty private in the scheme of how TMI I am. I decided that, Lizzie decided that. We decided that, and the occasional picture would be fun, and would never be deemed as too TMI, but we decided that is for us, TMI. I think you deeply have to be
authentic to what’s right for you. You can’t force it. You just can’t force it. I would definitely, maybe about another year, maybe in another 18 months, I definitely am gonna give a key note without my shirt on. Many would deem that as too TMI, yet you probably won’t see Xander until he’s like 17. I mean like, you gotta decide, and then the market decides. If people are engaging with your stuff, and there’s a lot of Instagram
girls that are putting out content that many would deem as too TMI, but the market sure likes it, and if it works for
them, that’s how you have to live your life, and so
you do you. You do you. There is nobody deciding
besides you and the market. That’s the way it should
be, and there’s always this nice balance, and if you’re
fortunate and you’re lucky, what you’re willing to put out they’re willing to consume
and are happy with it, and that’s the Mendoza
line we’re all looking for.

“How do you think people will
consume news in the future “and how can small publishers
like ourselves monetize “on our content if it is
consumed on a native platform?” – Raymond great question. You’re going to have to find
ways to integrate advertisers in a way that if you’re not
the platform where you’re monetizing the eyeballs, well then you don’t
deserve the dollars because all the advertisers want
is the awareness, right? I mean they’re not smart
enough to recognize they want the actually engagement
and the sell through. Unfortunately right now they
still want the awareness. So, if your news is
being consumed on Twitter and not on your platform, and there’s no ad opportunity
for your advertisers in that format and
that’s going to Twitter, well then you’re fu—-
and that’s exactly what you are alluding too. I think what you need to do is A, find ways to drive people to your world, which is extremely difficult. Or B, rethink the model all together. Do you actually, you know, when was it that media
and news companies decided they were in the advertising business? A long time ago. But are you maybe in the events business? Are you maybe in the consulting business? Are you maybe in the
content production and compete with VaynerMedia business? Are you in the stand up comedy business? I know that was weird, but like that’s really where I’m going. You and everybody else selling
news has defaulted into, “I sell advertising.” Why? Why are you romantic about
the way you make your money? Why are you using 80 years
of history to make your money when the world is clearly
changing at a scale that we’ve never seen? Why? Why? Because innovation and innovators are rare and far and few in between aren’t they? And so, I challenge you in this show, at this moment, and everybody else
trying to monetize news. Recognizing news is now
being consumed on Facebook. Recognizing news is now
being consumed on Twitter. You’ve lost your power of people
coming to your destination. There’s a couple of
ways to think about it. Are you thinking about
virtual reality video? Are you thinking about 3D printing? Are you thinking about
mobile only society? Are you thinking about the
next thing after mobile which might be, I can do it right here in thin air. Or, more importantly,
’cause all of that stuff is probably 10 years away. Are you thinking about
different ways to make money? Meaning, you have a news
outlet and because you’re good at producing news
and getting people to consume it on the web, maybe you help advertisers
get their content consumed on Facebook and Twitter. Rethink the game. And by the way, that was advice for everybody here. Always rethink how you make your money. Wine Library has a big
second floor right now and I’m trying to sell it out as space for events and things of that nature. I’m making money on the real estate. So rethink the way you make your money. (car engines revving)