Do you have any thoughts about recent YouTube
monetization changes? Do you their competitors
will benefit from that? Do you have any names which companies we
should look out for? Which platforms like
YouTube we should look out for? Thank you, Gary. – So what’s the punchline? The truth is I’m not super sure. I know they went with
this subscription stuff. Are they like making less ads? Does anybody know
the context of this? I know you guys probably
assumed that I know but I’m not paying
attention. Eliot? – [Eliot] They’re making
monetization on YouTube, there’s an algorithm to say
which videos they can monetize and which videos they can’t. And they’re making it kind of
fuzzy can be monetized and what can not be monetized. – Based on IP and
stuff of that nature? – [Andy] Basically
demonetizing anything low brow. – Got it. – [Andy] (inaudible) – Janek, I think, look
this happens forever. You have to
understand something, Janek. Anybody in this world, is I’m
gonna give a very good answer that doesn’t
answer the question. I just got the context. You know, I’m gonna give you
a really good fuckin’ answer. I’m really fired up now because
I’m gonna level this up and I’m in a every leveled up
mentality for this show. Anybody who’s watching the show
that is tying their economics into a platform that
is privately held is making a massive mistake. For all the people that
made all their money on Google optimization, this is back
today, like where else are we gonna go when Google changes
the algorithm and they take down lowbrow, it’s the same game. The platforms have their
users interest in mind. People come along and try to
extract value that have their best interest in mind. The platforms have big
scale and opportunity. People want to make
money off of that. As people want to make money off
of that they look for angles, shortcuts,
lowest common denominator, you know, arbitrage. They look for their move and
so whether it was affiliate marketing and AdSense AdWords
arbitrage, Commission Junction, YouTube, Facebook Pages. There’s always these moments
where you know there’s the ebb and flow, the seesaw of like the
cat and mouse game of the people that produce content
on these platforms. MySpace, this is just history this has been the last
20 years of the internet. What happens is the platform
will make a macro decision that’s in the best interest of
the end users at scale and it will hurt the people that
been hacking the system. Slideshows on the internet that
allow those advertisers to make money, those media companies
make more money against advertisers that sat in the middle and didn’t care
about the quality. This is a quality-quantity game
that plays itself out so Janek here’s what I would say and for
everybody else that’s watching whether it is
Snapchat or Instagram or Facebook or Twitter or YouTube or podcasting, diversify your world. You need to be everywhere
and creating brand and scale everywhere that you are capable
of and if you’re not well then maybe you don’t deserve to make
as much but relying solely on the revenue one platform is a
humongous mistake especially when that platform is a private
business that is going to make the decisions for that platform. I loved everybody when the
Facebook algorithm change and organic reach dropped and they
we’re trying to drive their ad revenue up that all you had
real puffy chest and saying, “Well, we’re gonna
go elsewhere.” How’d that work
out for you, Rick?

I have some people telling me that producing YouTube
videos three times a day is too much content, and
you’ll create more views by having content produced
less, like once or twice a week. Do you think that anticipation really breeds additional views? Should I slow
down my production? – Derrick, I think there’s
some truth to that. I think about the amount
of content we put out. I also just think it comes
down to how good you are. Derrick, there’s some
people that should make zero videos
in their entire life. I mean, it just comes down
to your skill set, right? So, do I think having
a scheduled time, not filling up peoples’ feeds, are there some
tried and true things that YouTube knows from
a big data standpoint? Yes, I do. And actually, I think we
break them a lot of times ’cause I just want to. So, I don’t follow
every best practice because, I don’t know,
I just don’t. And I don’t want to, I don’t
know what else to tell you. I just want to pump
out a lot of content, because I don’t think
of it just as a show, I think of it
as archived content. I think in a 40-year term,
not in a four-month term. I’ll be very honest with you, I’m not worried that I have
300,000 or so subscribers and I should have a million. I just don’t care. There’s just a lot of people that have four million
subscribers on YouTube that are not as happy
or successful as I am. That is not feed metric. I think a lot of people get
caught up in just the numbers. And so, Derrick, first
and foremost, brother, I would tell you
that you should do what makes you the most happy. Now, if you’re
trying to make money, and it’s easier for me,
as I make money, I’m achieving what I need
as oxygen to do my thing. If you need the dollars,
following the best practice is a good idea. I just think it comes
down to you as a person. I think there’s art, and
I think there’s science. I think there’s business
people, and there’s artists. And you have to figure
out what your mix is. If you’re an artist,
and you get excited about making three
pieces of content a day, well then that’s good. If you’re a business person
and you need that show to build up subscribers so
you can sell sponsorship to alcohol brands, you may
want to try a period of time of best practices. I’m in a really bad mood.

I’m a filmmaker living
here in Los Angeles. Recently, you connected
with Chase Jarvis, and you humbly bragged that you
were one of the first people to say that Vine is a great
place for filmmakers to grow an audience. – Just like if I was a
filmmaker or video person, I’d be very much paying
attention to Vine, and trying to figure out
how to make six second micro-videos that bring
awareness to me, that leads me to gateway
you to my YouTube, which led to you to
gateway me, to hiring me. It’s just this evolution
of opportunity. – It’s now 2016. Is Vine still the best platform, or is there something different
that filmmakers like myself should be looking at?
Thanks Gary. I’ll see you and
the Jets in week four. – Yeah, I mean, look, it’s… – Richard. – Thanks, Richard. I’m not looking forward
to the Seahawks week four, though the Seahawks didn’t
look so good yesterday, and now Russell looks hurt. Might not play next game,
but they won a Superbowl, so it’s like over. Richard, you know, obviously Vine had its
moment of attention. That’s also one
of the reasons, you know, one of the fun things about
creating video at scale, as I have three
screens on my, right now, it’d be so fun to look
at me doing this in 1996, seven, eight, nine, 2000, 2001. Email, or Google AdWords. There’s a lot of
predictions that are right. There’s also things that were
100% right that get outdated. That attention
of that demo on Vine is clearly right now on
Instagram stories, and Snapchat stories. So, I think those two
places completely dominate. I also think there’s some
kind of old school places, and here’s a funny
old school places, I’m a big fan of people
getting into some of these Facebook communities,
right, these private pages. You know, with other
filmmakers or Hollywood types or what have you. Facebook groups is an interesting little hack. I think it’s just all work. Look, it’s all very basic. I always layer the current
state of the market on top of my
general thesis, which is, where’s the
attention of the people that you’re trying to reach, and then, how do you figure
out to be creative on it. And so, obviously, if everybody’s
listening to SoundCloud, but you can’t be creative in
audio, you’re not gonna be as successful as you are in
creating long-form video. Long-form video of
great quality on Vimeo is gonna be a different
opportunity for some of the filmmaker characters here,
than for somebody like me who, why do you think I’ve done well? I do well in 30, 70, 90
second quick thoughts, quick, I don’t know if you
noticed this Larry King, let’s link that up,
actually, right here, this Larry King, actually,
throw a little box up here showing it. This Larry King interview I did, it’s so funny how some
of my smartest friends have been hitting
me up privately, of how great of a format that is when it’s quick
and witty and fast. That’s what I’m good at. So, you’ve gotta find the
medium that you’re good at. And so, if you’re a filmmaker, there’s the
Steven Spielberg filmmaker, and then there’s the filmmaker
that’s emerging today that understands how
to make it in a Vimeo, in a YouTube,
in an Instagram story. Do you know how much storytelling
capabilities there are in Snapchat and
Instagram stories? There’s so much,
but who’s great at it, and it’s a totally
different skillset than making a 22 minute sitcom. So, the attention
is very obvious. It’s on Instagram, it’s on
Snapchat, it’s on Facebook. It’s there, right? It’s on YouTube, it’s on Vimeo, but which one of those
five, as a filmmaker, can you really play in, and
what’s the different versions, because there’s a very big
difference between making a 41 minute film on Vimeo,
and making a great 7 minute Instagram story
everyday on Instagram. – [Sid] This is from Derrick.

“channel, what do you suggest
people do in order to accumulate “more subscribers and views?
Anything absolutely necessary “or does it all just
come down to patience?” – I wanted to answer this because I thought this would bring a lot of people value. There’s so many of you, that hear patience. And then you just think, okay, I’m just gonna continue to make shows and content, and you’re gonna wake
up four years later, going from
85 subscribers to 219. And I don’t wanna
be on the hook for wasting your time. You have to understand, and I talk about this a lot, and you guys hear it
from me a lot actually. A lot of the homies that
are sitting out there, distribution. Distribution is the game. So what do you do
when you have 85 people following your channel? Or 200 or even 2,000, or even 20,000, or even 200,000, is you need to understand that you need to keep hustling
for your awareness. Of course, and just so
everybody knows this, of course your show has to be good. You have to continue to
make your craft strong, you have to continue
to be interesting, you have to
continue to bring value and produce good content. But, you need people
to know about it. And so I think one reason
I’ve always done well is I understood that. And so one of the great ways to do that is collaborations. I think if you’ve
got a YouTube channel, you need to
basically reach out to, I don’t know,
the other 7,000 people, that are in your genre. And reach out to them, and see if you can
bring them value, right? Hars, you love UFC, you decided to start a channel. You need to reach to
the 40,000 UFC channels and be like, hey,
I’m in the network, so I go to gyms, I could get you original content, can you put me on your show, to bring me value for my show? When you have 44 viewers, you can’t offer somebody
who has 400,000 viewers, let’s trade, you’ll be on my show, I’ll be on your show. You’ll get laughed
out of the room, and people do that. That’s not the way
you’re gonna win, that’s not 51-49. What you can offer
is something in return. What you can offer is access, because you’re in those gyms, with original content. So maybe you can be doing on location interviewing, for that big UFC thing. And then, you know, and
then for yourself too. And then that
person puts you on. You could offer money,
if you’ve got it. That’s fine. I mean, whatever it is,
so it’s about distribution. So collaboration with
other YouTube shows for sure, social media
through and through, creating enormous
amounts of content. Spending even more
time paying attention to how people are building organic followings on Instagram. And hashtag
culture really works. For the people
that are really patient. And I ebb and flow
with my hashtag work, Dunk, you do a good job with me on Musical.ly. You’re like this is
the one that works. Just, I would even argue that I’m being lazy
with my hashtag work in Instagram, for sure. But for a lot of you, you have to go down that route. It really, really, really works. And then reverse engineering, content creation, let me explain. As we speak right now, I have a video going viral. It’s called August. I made it so we could
run it on August 1st. Producing content that
you know has a chance of going somewhere, based
on when you make it. A Monday morning rant that you post on Monday morning. Making relevant content to what’s going on in the world, either in pop culture. You know, your thoughts
on what Miley Cyrus did on Wrecking Ball. Or the Kanye and Taylor Swift, Kim and Kanye, Taylor Swift fight. Or the Olympics starting. Making content that’s relevant, that gives it a
little bit of legs for shareability
is very important, from the content creation. Look, there’s only two things, the content and distribution. And so whether it’s
becoming a part of forums around UFC, I keep using yours. Become a member of forums. Become a member
of Facebook groups. Most of you are
not hustling distribution. You’re focusing on the content, and you think magically, if you keep patient, and you keep doing it, something’s gonna happen. Nothing’s gonna happen. For four of you, all time. For four of you here,
something’s gonna happen. That little motivational kid, right? The Jamaican trainer kid, that went viral
over the weekend, somebody clearly
posted that video and it started the process. It’s great content. Like, that’s clearly
content that’s got a shot. But he’s putting out
content for a little while. This is not his first rodeo. And so yes, it happens, right? Yes, it happens. But it’s far more
interesting for you to take control
of your distribution through collaborations, through proper
hashtag distribution on the Instagram world, from reaching out, biz dev-ing.
Reaching out. Being a part of forums, and other internet communities like Facebook groups, to become part
of that community, so when you put out stuff, people wanna support you. I would tell you, with Wine Library TV, I spent 20 minutes
making the video, and I spent five hours
creating the distribution. A day. That’s a great way to end that. That’s the answer. – [India] That’s good.

– Hello GaryVee, my
name is Nacer Abdelli, I’m from Algeria, in Africa, and this is my hometown. – Amazing, he loves English peas. – So I’m a teacher of English
Content on social media. – This is awesome. – And life skills, and
I have some questions to ask you about that
because you have a series on all of them. And this also, you’re
taking care of, thank you. – You’re welcome. Oh I got the thumbs up too. – So I started skydiving,
and after 200 jumps, I will be able to put on
a wing suit and jump with it over our national
monument here in Algiers. I’m going to be the first
wing suit pilot in the country, and this is going to be the
first suit jump ever before. – That’d scare the crap out of me. – [India] I know I’m
terrified watching this. – Okay so my question is
about blended personal brand. (inaudible) How can I manage the education
and extreme sports content given that they’re very different, what should I do about it? How would you go about it? – You know a lot of you
follow me and you’ve heard time and time again, one
channel, one channel, but my friend,
I’m glad you asked this, this is the nuances, and this
is why the show is so great. I would actually, and it’s funny, but I would do separate channels and I’ll tell you why. Your first place that you
established is so utilitarian. Wine Library TV,
though about wine, though about
information about wine, still had a lot to do
with my personality, with Gary, which then allowed me to kind of blend stuff. You’re doing hardcore
utilitarian education content, what I don’t know is how
much it is of you my friend. Looking through there you
seem very charismatic. So if you feel like a lot
of people watch the first thing because of your charisma, then I think you
can blend it in one. But if you think they’re
there just to learn English, and it’s a utility for them, you could start having
a schizophrenic issue at hand when you start showing
them the skydiving stuff. What I would say is
the following, for you, this is my individual
advice matters. I would create
separate channels. I would use your
personal Instagram, your personal Twitter, like
I think you can mix them, but from a YouTube
standpoint I would have them as separate channels, and I would once in a
while mix them in social, and maybe even once,
like maybe in one video, like by the way, like I would
almost call it By The Way, BTW, this is something else I do. This way it’s kind of
almost a commercial within your other channels,
you can cross pollinate, that would be my strategy. – [India] Nice. I need to show
you the ending of this video.

– Well in your world, in social media and
marketing taking your expertise and applying it
to my business model– – Yes.
– which is athlete, independent contractor because
I’m not represented by a players union.
– Yes. – I’m not presented
by the NFL or NBA. I’m a NASCAR driver but
essentially I’m responsible for my own brand. I’m responsible for
my own revenues– – And the revenue comes in
with the logos on the car? – Yep. – And then appearance fees.
– Yep. – And anything else? – Performance on the track. Now logos on the car improve
the performance on the track. – And vice versa?
– Absolutely. – Right. Chicken and egg game. – Exactly. – So the question is what
would I do if I were you? – How do we, how do
I create a better– – Platform? – platform, a value proposition
for corporate partners? – I 100% believe that you
should execute the DailyVee execution. I think there’s an enormous
amount of people who are watching right now. NASCAR is a humongous religion. I didn’t say sport. It’s a humongous,
humongous religion. – Amen. – And I believe that there are hundreds of thousands of people that would watch your
17 to 22 minute vlog. As a matter of fact, let’s,
you know, we haven’t really done this yet. This is a good opportunity to
do what I’m about to do, this. In the comment section on
Facebook and YouTube if you are what you call your guy’s
self Staphon, videographer? – [Staphon] Yeah.
– Great. If you’re an aspiring
videographer, sorry I mean I don’t
know everything. I know my thing. If you are aspiring and you’re
young and you’re a hustler and I would assume this would probably
make even more sense maybe this is not exactly how it ends up
happening but you love NASCAR. I would tell you I’m kinda
jumping to conclusions you might not want to human being
following you around 24 hours a day with a camera but I truly
believe that what we’re doing with DailyVee right now is very
much no different than what I did in 1996 by doing e-commerce. Or what I did by doing a
YouTube show back in 2006. That this television-like
content, vlogging and Casey and many other people
did it before I did. I think what the hard-core day in the life version of it though is quite powerful. The number one thing I would do. I truly believe that and it’s
funny that you’re sitting here. I would almost even use this
as an analogy but I’ll use a different one without you
sitting here but refers to where you sit in the NASCAR world. I think the 10th man on
an NBA team right now to execute this model
would fundamentally be one of the five
most popular players in the NBA in three years if he
had the right personality and was a good guy and had the
right, it’s just storytelling. The hell is Kim Kardashian?
Right? – Just storytelling. Yeah. – It’s a story of that world. Every reality TV star,
it’s just storytelling. And I think that’s
what you should do. I think it’s very
black and white. I’m very proud that
I’m creating a blueprint that I think is replicable. And I think that’s
what you should do. – I appreciate it. I love that. – I think it would
change your world. – I think you’re right. I think you’re right. I’ll double down on that. – And the biggest thing that you
need to figure out is is what access they have.
I assume a lot. I’ve been to Poconos. That’s where you’re going? – Yeah, yeah. Next weekend. – My father-in-law was the
marketing guy that did the Gillette Young Guns
years and years ago. People are filming
there all the time. As long as somebody can have the
right access and it’s the real stories, right? Everybody see
Sundays or Saturday. What about Tuesday? Stopping and driving
around the country. That’s the real stuff.
– Mhmmm. There’s a lot of content. – You’re going to double down?
– No I mean I– – I like doubling down. – No, I’ll double down on that
because that’s been on my mind. – You think he’s
very good at Snapchat. This is the first… – That was a huge hit. That was really successful and
just like you said I just told a story over the course of my
day where I’m saying I’ll double down on that is like you
said leave a comment, find me somehow. Let’s make this happen. – No, no. You’re gonna
have to do a little bit of work. – Well I’ll do work.
Yes, yes, yes. – No, no, it’s very easy. Actually we’ll do the work for
you somebody here on this team will send you the two links to
the Facebook and the YouTube and there are hopefully 30 to 50
people in the comments section saying me. I can afford there’s people now. I’m sure. I will follow you for free. DRock did it for
free for a while. I don’t know what. I can tell you for sure that if
you’re lucky enough that you’re a young kid hustler that’s
trying to get exposure for access to being
behind-the-scenes in NASCAR it’s going to change your
career outcome, I think it’s an absolute barter exchange. I’m not trying to get you guys
to do free work even though I do it all the time
and believe in it. I have no idea if you do have
the ability to pay something, travel costs, this that and
the the other thing but that’s exactly what I would do. And I would be so pumped to
watch SportsCenter in 17 months of the story of you that you did
this and to know it all started right here, right now. – You got it.
– No really. I fully hey ESPN I fully expect the first scene of the E 60 to start right here right now.
(laughter) Okay. India.

my audience who are
struggling with this. And a lot of my friends are
giving me advice that I should presell it.
– Okay. – [Roberto] I feel awkward about
selling something that I haven’t made because I feel awkward
about I want to just deliver on something, deliver the value. I feel like why should I sell
it if I haven’t made it yet. What are your thoughts on that? – I think a lot of people that
watch me and hear me and feel they know where I’m going to go
with this answer may be confused by this. I’m very comfortable with you
preselling it as long as you feel like you’re actually
going to deliver on it. If you feel like it’s actually
going to happen and you’re not taking people’s money, I think
pre-selling something and then not delivering in two ways,
one, not delivering and being a criminal and stealing people’s
money, I don’t think you’re going to do that. And I actually think it’s
unacceptable to also even return the money because you not a god
damn bank and it would’ve been much better for them to have
it in your bank account than you. You just have to hundred percent
make sure that you’re going to deliver and the big
vulnerability because I know you little bit and I know you’ll
deliver on that too the problem is if you lose energy or
some other amazing opportunity happens tomorrow, right? If I email you tomorrow and say
I want to be the new official cohost of The #AskGaryVee Show
with me but you have to work 10 hours a day when we’re not
filming doing X, Y, and Z but you got to go deliver on this
guide what’s going to happen Roberto is going to bullshit the
guide over the next month or two ’cause your not going to have
time and it’s not going to be the thing you actually thought
it was going to be because you still finish your word. The vulnerability of pre-selling
is not delivering to the capability that you have set in
your mind because you don’t know what’s going to happen tomorrow. Got it?
– [Roberto] Got it. That is exactly what my concerns
were and you are really good at figuring that out and yeah you
do know me a little bit so that was perfect, thanks so much.
– You got it brother. Thanks watching the show. – [Roberto] I know
what I need to do now. – Good brother.
Take care. Alright. Changing lives
Andy K on episode 202. See what I did there.
The mouth was the zero.

I’m Ben from Israel. I’m a professional
Snapchat artist and YouTuber. I have one very important
question to ask you in a country that is known as a startup
nation there is one problem, one ironic problem. As much as were innovative
the problem is we suck in social media marketing. Now people here
just don’t get it. What we do the creators on
social media such as Snapchat and YouTube are you
doing the correct thing. They don’t give us a
lot of room to work. They don’t pay us
to get our job done. The thing is people like us want
to live doing so that we love. And we know how to talk
to the right audience. Now how can we convince the
mainstream media that what we do is the right thing? How can we convince someone so
big as the mainstream media to change their ways and give
us, the underdog, the chance to create something amazing to do
something that really counts? Thanks man, appreciate
it and love your work. – What is his name? – [India] Ben.
– Ben. What you have for Ben? Well like what you said
everything’s converting, this is the new TV. And so if the mainstream media
is still thinking about the old-style they’re going to miss
out on the new audience that’s becoming of this and I
think that there’s not much convincing, they can
just look at numbers. They can look all the people
that are on Snapchat right now. Less people are watching TV. I’m not watching TV anymore. If you ask all the other
people they’re on YouTube, they’re on Snapchat and
it’s becoming outdated. – Absolutely go where to where
the audiences are and if you have something
compelling to say, say it. Make that content.
It doesn’t matter if– – But how do we answer his
question how do you think, agreed we’re all gonna head nod,
what about convincing these individuals to do it? You’re in a tough spot right now
because it’s coming to you right now, right?
– Yeah. – When the inbound traffic’s
coming to you and saying hey can you draw this for my
brand, you’re not worried about convincing ’cause
you don’t have to. Thoughts? – First off, who cares what the
mainstream media thinks just do what you’re going to do anyway
and be consistent about it and then success will eventually
come if you’re talented. Outside of that how do you get
what you deserve to be paid? Well you’re going to get what
you deserve to be paid and if you’re not getting what you
deserve to be paid then ask for what you deserve to be paid. – Or, I agree, very honestly. That was a great
question but tough shit. My whole life has been
predicated on selling something that is ahead of the market. You have to wait. The answer is the market’s
going to pay for what they think it’s worth. People like us here couple
things I’m going to pick at and I love you. Thank you
for the kind words. People like us want to get paid
for something we want to create. So does everybody. Everybody wants to be able to
be paid to do what they love. Every single athlete that grows
up from 6 to 14 years old would like to be paid to be a
professional athlete. Another thing that I liked and
I’ve heard this from this sector including you guys,
I’m a professional YouTube and Snapchat.
What does that mean? Do you just say
we’re professionals? It sounds like if you’re going
to say the word professional– – I even hate the
word influencer. I hate the word influencer.
– These get into semantics. I’ve talked a lot
about this on the show. You call whatever you want but
to me being a professional means that you actually
do it for a living. And so too many people
I’m that without being able to do for a living. This is what your
platform is trying to solve. Here’s what I would say,
you know, tough shit. You live in Israel,
tough shit. They’re not spending
as much money. The other thing is
you’ve got to prove it. One thing that a lot of
influencers are not proving is yeah you’re talking
to the right audience. Listen if you’re
selling insurance the 40 to 60-year-olds, do you have the
audacity to tell them that they should be on Snapchat to sell? What you’re going to say if you
really get put into the corner is no, I don’t know. It’s so funny. I love watching everybody’s,
everybody under 27 is. And so if you’re selling to
27 and unders in the US then Snapchat and Instagram
becomes very compelling. If you’re selling retirement
home space, Snapchat’s probably not the right platform today. I do think Snapchat, much like
Facebook, will age up in a way that most people don’t believe. I do believe that in 24 months
most 55-year-old men are on Snapchat. And I think that
confuses people. – Sooner than that.
– We’ll see. It’s on the record
we’re about to find out. What happens is it that it
either happens or doesn’t and here’s the more interesting part
whether or not it happens at all, sooner than two years in
two years, is kind of irrelevant because whatever does happen
is what you have to act around. I would tell you that there’s
plenty of people making money off of Snapchat and YouTube,
you have to go and grab it to your point and more importantly
if you don’t then maybe you’re not a good salesperson and
maybe you’re just a creative and you actually need a sales partner. There’s that part of it. Because the creative world
and the business world are very often at odds. There are a few that cross and
have both skills and mom and dad had sex of the right moment
and gave them those talents but a lot of people don’t. And that’s something else
that we have to factor in. India. That’s it for those two.

My name is Aaron Martinez and
I hope you like the hat but my question for you is I have a
YouTube channel that has grown from 0 to 88,000 subscribers in
a little bit under 10 months. Now on my channel I upload
Snapchat tips and tricks but I try to do a little bit of other
things in the earlier stages of my channel but they
didn’t really work out. Going into the future may be
passing 100,000 subscribers, what do you think I should do? Primarily stick to Snapchat or
try to do different things and if so what? Thanks guys over VaynerMedia. I hope you guys have a nice day. – Aaron I think and I’ll let
these guys jump in because I’m sure they have a lot to add to
this unlike the first question. Aaron, I think a couple
things that struck me with that question, number one, this
magical number of 100,000 followers or your first thousand
or a million, I’m telling you and I’m telling this because
of a lot of heart for the youngsters sitting with me right
now these are the wrong metrics to reverse engineer against. More importantly if you were
here what I would need to know we were just talking for second
as DRock broke the sound is what do you want to happen. I think one of the biggest
mistakes by so many Snapchat and YouTube influencers right now
they want to become Hollywood famous because they grew up
where that was the pinnacle and to me I keep trying to remind
them my early days with Jerome and Rudy and Brittany Furlan and
that whole space with the Vine influencers that were definitely
the spark that you’ve watched have the Instagram and Snapchat
thing very different than the generation of YouTube
that I grew up with. In 2022, in 2024 the most
famous person is not the person that’s on a TV show on MTV, it’s
a person that’s dominates this which is the new television. Just like being a cable star
wasn’t interesting in the early 80s but then eventually if
you’re the number one star on HBO show which to remind
everybody, you guys are too young for this, HBO’s was shit. HBO was a shit place
to go 1982, 1984, 1986. You were a B,
C-list, D-list, F-list. Nobody wanted to be a
Netflix star 48 months ago. Nobody. Now everybody
wants to in Hollywood. First and foremost, Aaron, I
think that you need to decide what you want to happen. You want to get your
art into the world? Is it about money?
Is it about fame? And I think you need to own
your vanity ’cause way too many people try to
bullshit it, number one. Number two, you gotta go
where the attention is. To me, enormous emphasis on
Snapchat and YouTube and now look one minute Instagram videos
probably opens up a lot of creativity for a lot of people
here and definitely people that are watching so that
because a new thing. Look, MusicAlly, actually
this is a question from me real quick, are any of the three
of you playing on MusicAlly? – Yeah, I downloaded it
after hearing you talk about it a couple of times. – Have you had the time yet to
look at what’s going on there? – Little bit. – This is what so
interesting, right. A lot of my YouTube
celebrity friends when Vine came along were like eh. I’m like you came from
YouTube that’s what was just being said five minutes ago. Then a lot when Snapchat came
I was telling a lot of Viners, like this thing I’m telling
you and they’re like eh. And then of course now
everybody’s there and now even MusicAlly right? Snapchat its at it’s apex but
ironically I think Snapchatters as I’m giving you advice right
that go and really go all in on on MusicAlly are going to win
those junior high people are gonna be here in 36 months
and be like holy shit that was such a good idea
or it could go away. But much like what happened
on Vine, this is such a good learning from Vine, we were
talking about Vine off as DRock broke the sound. The people that won on Vine
have been able to siphon that attention and be
successful on other platforms. Not everybody. – Some.
– Exactly. Not everybody because some of
them would held on Vine either because it didn’t have enough
talent to be anything more than a few minutes but some were. And it’s no different than being
a really good actor on a hit show on CBS for two seasons and
then coming back two years later on ABC and siphoning
some of that audience and building on that momentum. These are channels and
doing the right thing. Aaron, I think what you need to
use this and I would say this the three individuals here
who I have a lot of heart for. 80% tripling down on what works. You guys can fucking draw. You’re funny and intriguing.
All that stuff. – Can’t draw.
– I cannot draw as well. – Can’t draw.
– But you want to learn? – Maybe someday. – Never?
– Never. – Correct. So 80% of that and
20% experimenting. That’s what you should be doing,
Aaron, from my point of view. Gang? – Can I say something?
– Yes. – Nobody cares
about subscribers? Nobody cares about followers? It’s all about influence. If you can actually create a
sustainable amount of influence or something that you can
actually push to other platforms that’s something
people care about. Numbers is not something that
people are going to care about in the future. 100,000 subscribers or a
million subscribers if nobody is consistently watching
your videos nobody cares. – I agree with that. Brands care now
’cause they’re not sophisticated in
their language. – They won’t three
years from now though. – Well it depends. The answer is results should
and always do matter at the end. There’s a lot of things. A metric can be accepted by a
marketplace like Nielsen ratings that doesn’t map to a results
yet the entire $80 billion advertising industry most
of it doesn’t quantify against actual results. They quantify against metrics.
I’m with you. And by the way all my
behavior maps to your rant. – Right.
– That’s what I’m living. No question– – Metrics in general are broken. The whole industry
is broken on metrics. – The metric that should
matter is how many did you sell? Of whatever that is. And when I mean sell, you
know, I want you to donate to my nonprofit. That’s a result or you did a
show and how many people showed up to it to watch you
paint for an hour. India? I think that’s the case. Any thoughts on
Aaron’s questions? It’s funny we all
actually know Aaron– – And you hate him.
– No, he’s great. – He’s like the nicest guy. – He does like Snapchat
tutorials and tips and tricks on his YouTube. Absolutely that’s something we
need to us expand upon because he has identify what he wants
to be not someon with 100,000 subscribers on YouTube. Whatever he wants to
turn his career into and then play to that. I think you’ve clearly got some
chops and I think the question becomes what, what do you that
at this young, and by the way for all three of you, what
do you at this young of an age want to happen and then try to
do project who you think you are in the balance of vanity, money,
happiness, work-life balance, these are a lot of things you
have to project at a young age. Yeah, right. And by the way everybody’s got
different percentages of it. Two minutes and that’s that.
Let’s move. I’ve got this client thing. We broke sound, we were late,
fucking people people running. – [India] Ben.
– Ben.

answers that you would, yeah.
(laughs) I’ve been watching
your stuff for a year. I’ll give you a question a lot
of people had was if they’re trying to start a YouTube
channel, in your opinion, how do you break through all of the
stuff that is on there right now. – We’ve talked about it,
you know the answer. Talent is the variable. I really do think
self-awareness, that’s why put it on this cover of this
book, is super important. I spent a lot of time. There were three things I
could’ve started with and I went with wine because I knew I
wasn’t going to be able to leave the wine business right away. I had a business to run so it
was the most integrated thing that I could do. You gotta think about
your subject matter it has to be true to you. All of us have multiple things
that are true to us so I would sit down and first say what
do I actually know. I know how to be a 13-year-old. I know a 13-year-olds
point of view on technology. Then I’ll go to YouTube and see
how many people are winning the 11 to 15-year-old technology
point of view content game. If there is nobody, there’s
somebody for everything almost, but if there’s not that many
people are nobody is really owning it, that’s interesting. Versus I’m also a great
skateboarder, oh crap, there’s 97,000 people
doing skateboarding. So first and foremost, I
would do for the white space. Number two, I do think that
YouTube’s a very difficult game and I do think that whether it’s
Snapchat, though that’s about to become very difficult as
well, I’m going to say it again, musically, or anything
else that pops, I think that using social networks white
space to drive awareness to drive attention matters. And then finally, we gave this
question early on, I do think the blueprint that you did with
Casey or if you’ve got a couple of bucks and can run ads against
people who are skateboard fans on Facebook there is
tactical things that can speed up your process. I do think influencers
are the way to go. I think that Piper, recalling
it all the way back, should absolutely spend all of her if
she loves it spend all her time going to every histogram
account, every YouTuber, every Twitter account and replying and
saying “Can I interview, can I interview?” That’s probably what she’s
doing she’s interviewing so many people and the truth is that
one more ask is one more at-bat. So I would say that. – And something to that, 70% of
the stuff that I’ve done on my YouTube channel is
about other people. Series like creative space TV
or anything it’s all about– – You’re siphoning
people’s audience. – Exactly. And I’m leveraging other
people’s voice– – 100%.
– for me and I promote it. – And by the way, I haven’t
looked enough but I’m going to make some assumptions
here, everybody does that. It’s you have to be good at it. What you clearly have
done is you brought value. When I put stuff out I really do
it, it’s because somebody sings a book review of
mine and kills it. Somebody that has
to bring value. If you’ve got a big audience, everybody’s trying
to get to you. Everybody’s trying to siphon
your fans and link bait you. It’s can you bring value to
that community and that person. – You know it’s funny,
that’s how she started. She started interviewing models,
Instagram– – My whole platform has been
not competing, collaborating. – Yeah, it’s huge.
– Of course. When you’re starting from the
bottom you absolutely either need money, you need an absolute
unbelievable skill set of talent or you need to siphon awareness
from other places but too many people want, too many people hit
up people like hey you have a million followers on twitter
can you give me a shout out? No. – What kind of value
are you offering them? – 100%. And really not even structuring,
not even the email saying what can I do for you for you to do
this for me, it’s just doing it. You didn’t text Casey and
say hey I’m going to do this for you. You did it. – And I had 4,000 people who
really cared about me because I built that relationship with
my YouTube audience for years. at the end of the video I was
like let’s Tweet this to Casey to get it to him people
were stoked about it. – Jace Norman, the Nickelodeon
star, did the same thing to me. All of a sudden got on
a plane I had 7000 tweets the Norman maniacs or whatever
they call themselves. All right, your question. – Okay, my question is when did
you decide to build and why your