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.

“You decide to not show
my book page to people. “Do you think a lack of success “will make me give you more money?” – Rusty, I feel you, but you know, Facebook is like any
other medium in the world. You know like, Fox channel network to put your commercial for your book isn’t gonna just do it for free. The Yellow Pages isn’t feeling your book and so they’re just gonna
put it in there for free. The postal service isn’t like, “Oh rad, “your book was creative. “Let’s just ship out flyers
for your book for free.” This notion that Facebook,
because it started as a social network, is not
giving free organic reach to people and, “What, you want my money?” Yes, they want your money because it’s one of the most efficient ways
to actually deliver content to people in the world, right? You know, like, you know, cool, use the alternative of
free, which is what? Oh, excuse me, use the
alternative of Facebook and keep staying free, which is what? E-mail? Cool. Build your list, do your thing, hit that Google button, boom, MailChimp in the house. Great, awesome, phenomenal, show me. Show me that you can build that list. That’s just the way it is,
and I think people’s feelings are hurt, but Facebook,
The Business World, The Market, doesn’t give a crap. – [Voiceover] Listen Give
asks, “Our co-founder

– [Voiceover] Chris asks, “What
surprises or interests you “about brands with High Brand Equity, “but don’t have huge budgets?” – Chris, this is a great question. That was a lovely Instagram photo. This whole Instagram
thing is gonna be awesome. As a matter of fact, you know what? I almost didn’t do this episode, so DRock, I know you’re disappointed with only two questions, but that’s better than zero
and you’ve heard that before. You like that? You like that, Staphon? So, that actually gives me a second here to push the VaynerNation ’cause I know we went out
super late the other night. Instagram photos, Instagram questions, let’s link up how you do that, let’s get on that for
the rest of the week. Chris, it’s a great question. You know, look, this is
why I love social media. I believe that social
media is the plumbing to word of mouth in our society and I think there’s a lot of brands that don’t spend marketing that just win on having a great product. If you make a great product and you get people to taste
it, physically and literally, meaning try your app,
check out your store, wear your hoody, or actually
try sauce and it’s delicious, word of mouth will kick in. I think the world we live in now, it actually speeds that up because when somebody had that sauce, now they take a photo
and put on Instagram, be like, “This is delicious.” That’s a lot better than 1997 where, like, I had this sauce and then, like, Staphon and
I are playing basketball, we go, “By the way, the sauce,”
like, what? I did that once? Like, I think it was impossible to amplify the way we are now on an
individual person level, so I actually think the era of companies with very limited or zero
marketing budgets is here and I do think social
media is that foundation. So, what interests me is that
this is the greatest time ever to not have a marketing budget
in a world as a marketer because so much of it can
be organic and authentic. It’s hard, you have to be great, and most of all, your product
has to be sensational. So I think the brands that will break out, the products that will break
out in the next half decade with zero dollars are gonna be anomalies, but that’s predicated on them actually making a phenomenal product. – [Voiceover] BlueArcher
ask, “If you could create

I actually just started
at VaynerMedia yesterday, so I’m on day number two. – Newb. (laughter) Newb. I’m impressed with the hustle though, like sneaking in to the
first episode of questions on your second day? That’s an impressive start. Trying to make an impression on the boss. I, I appreciate it. All right. What’s your question? – Okay, so my question is, so you know how Facebook reach has been going down. – Organic. – And this is the lowest
levels we’ve ever seen. – Yep. – So, I’m curious, what do
you think is the role of organic or unpaid content where the brand is always on
strategy, and the second part– – Within a Facebook world? – Within the Facebook world, and the second part of the question is, just how much reach is
enough to actually justify the time, effort, and
resources that go into producing these assets? – That’s a great question, man. Nice start. Um, you know I think it all depends on size, scale, and objective, right. So I think the biggest problem
that everybody makes is there’s no one size that fits all. Obviously, the brands
that we work with here are at huge scale, versus let’s say a lot of people watching who’ve got a small business. You know, we manage some brand pages that I can think of right now, that are so large in overall size and have done a good job
putting out great content that they’re still getting
hundreds of thousands of impressions organically
without paid up front. Now obviously, all of you have heard me ranting about dark posts for quite a bit. And we even talked about this
when you were interviewing. So for me, you know,
do I feel that Facebook has evolved into a place
that you want to look at 80, 90, even 100% of your posts are being preplanned to its audience and then paid upfront? You know, if you’re a fortune 500 company I do believe that that justifies the case. And I believe that
because I actually think that those working media
dollars, those paid dollars, are a hell of a lot
better spent on Facebook, than they are on traditional
banner or things of that nature places and organizations that you can from giving those kind of advices. So, I think that that’s the case. Now, what’s the threshold? I think that comes down
to the objective at hand. Look you can be a Fortune 500 Company, only reach 16 hundred people organically, but try to be selling
something that’s $10,000 as a B to B product and if you convert four people, and you’re making $40,000 on it. You’re profit margin is 50% and you’ve made $20,000 in profit, and your agency charged you $800 or $1800 well then you justify the means. So I think it’s, one of the biggest things that we try to do here, and one thing I think all of
you need to pay attention to is how do you become
efficient on the back end. I think what’s separating us, and what I’m excited about here, is we’re producing quality
content at a cost level that the market has
never seen before, right? And that’s out advantage, right? That for you, with fresh eyes, is probably the difference
that you’re seeing. That’s what you guys have to think about. For a lot of entrepreneurs
that are watching, and I know that’s a core
of my audience, is is your time worth it. Because it’s not a money
game, it’s a time game. So it’s always resources. To me there is no one size fits all. For all the brand managers,
and the CMOs and the CFOs and the corporates that
are watching the show or listening to the show, I know for a fact that they need to really look at just the math, right. Like, am I paying more
that what I’m reaching. So if you’re paying a
traditional digital video shop $10,000 to make a video, and then you post it organically and it reaches 900
people, that’s off, right. So, I just think that you have
to look at it case by case. – Yeah, yeah, that makes sense.