– [Voiceover] Craig asked,
“What do you think people like “Chance the Rapper releasing a
lot of his music for free as a “marketing strategy?” – What do you think Chance the
Rapper, people like Chance the Rapper, what do you
think about Chance’s music? – I love Chance the Rapper.
– I’m obsessed. (mumbled singing) What do you think about
people like Chance and others that are putting
out a lot of mixtapes, a lot of product for free as a
marketing play or whatever the strategy may be? – I love it. I love it. I think you keep the relevancy
and you keep the fans engaged. I love it.
I think it’s a hustle. It shows that you dedicated to
the art and at the end of the day the art wasn’t meant
to be materialism and everything is a dollar. It’s about giving back
to your fans anyway. – I think the one thing that a
lot of you are watching know is I don’t have the $500
e-books and the $7,000 courses. I do the shows for free. I pump out content
at scale for free. Thousands of you email me
every single month, “You should charge for this. “This is better than the
shit I’m paying more for.” It plays into that same thesis
which is yes but that’s why so many more of you follow me. – You get engaged. Yes.
– Of course. Either you’re running a marathon
or you’re running a sprint. Figure out what you are doing.
– Exactly.

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.

“What’s the next big move for YouTube “to keep its content
creators from switching over “if Facebook starts
sharing its revenue too?” – I don’t think there’s a
move for it being either/or, I think all YouTube stars will be on both. And I think in two
years, there’ll be people that come from Facebook and, I’m actually thinking about
betting more on YouTube lately, in a weird way. And I feel like, and DRock
made a face, it’s because, you know, I feel like I understand what I wanna do rhythm-wise in Facebook, and like from an ad-targeting
and from a content standpoint, and like, I’m like, huh,
you know, YouTube’s easy. There’s a lot of people
who’ve already achieved it. It’s like this wonderful
gal who I met in LA that you guys are gonna talk
to about the Facebook group, she’s been jamming on it for seven years. That’s established. Like, it’s actually fun to
go into something established ’cause there’s some sort of blueprint and you can just jam on it. So I think that YouTube will lose some of its
stars to sharing on Facebook because it’s about reach. The reason YouTube stars
like being on television, even though they’re digital natives, is it’s just more awareness. Like, if you’re a YouTube
star, that’s what you want. Like, you want more people
watching you. Right? And there are a lot of
eyeballs on Facebook, and when these YouTube stars stop getting romantic
about YouTube and being sad and realize how targeted they can be in who they reach on Facebook, they will be a-coming. And so it’s not gonna be
about what they can do, and look, then you get
into a networks war. Like, the platforms are
becoming the networks. The internet is the whole pipe, and then there’s the
platforms that are networks. So imagine YouTube and Facebook and Snapchat like NBC, Fox, and CBS. You can do something about it, YouTube. You’re gonna have to pay, shmooty-pie, you know, a drillion
dollars to stay exclusive. So that’s gonna be very interesting. I know it’s PewDiePie and I’m havin’ fun.

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.

I make YouTube videos, and I created the Twitter account, OMG Facts. Now I control and manage a
network of many different accounts on many different
social platforms. And my question for you today is do you believe creating my own website with valuable and original
content to drive traffic to is a reasonable investment
for long-term branding? Or do you believe that
websites are going to be irrelevant eventually with
this mobile revolution that’s happening. Should I be looking more
into app development or something that I’m not even looking at? Let me know, thanks. – You know, I think that’s
a really good question a lot of people are struggling with. I will say this. That, you know, I have garyvaynerchuk.com. Oh no, you can’t link
it out, but link there. Anyway, I have
garyvaynerchuk.com for a reason. Not the kicks and giggles. I want to have a platform
that I fundamentally control all aspects of. And so when you are
building brand on Twitter with a bunch of Twitter accounts
like you are, like I am, when you’re building a Facebook fan page and then all of a sudden
Facebook deems for itself and for its audience and
for you, believe it or not, that they need to drop down organic reach and everything you’re putting
out is not being delivered, you start understanding why
having your own email service, having your own website, matters. Having your own app matters if you deem that people are
gonna spend more of their time within the app than on
a mobile native website. Just because the world’s
going mobile or wristy or this, you know, or virtual reality, doesn’t necessarily mean
that the website is gone. It’s really just protocol
for a place that you can own. And so what I would say is
philosophically, you wanna have your own house. But doing business in your
vacation home or in a hotel also mattered. If you understood that
analogy, you’re on your way. – [Voiceover] Kyle asks,
“Do you set and track “personal/business goals –
aside from owning the Jets?