“of screenshot reposts on social–” – I like screenshots. – [India] Yeah (laughing) – [Gary] (laughing) I
got you with that one. – [India] I was like yes.
– I just like ’em. – [India] Say something else. – I just like for you to
know that I like them. – [India] Now we know.
– Okay. – [Voiceover] “How do you see
brands protecting themselves? “Do we say goodbye to copyrights?” – Listen copyright is on,
on, is, is on watch right? Like copyright’s been put on shade like it needs to understand
it is being trolled. Yeah, and on the fip side there’s
a lotta push the other way but yes, we’re not you know, we’re not in the same world as
we used to be anymore. Technology has created a scenario where, we all collectively
have to figure this out. I mean music was put
on blast by Napster and then we had a whole decade
or two of innovation. Apple came along, figured out
how to make it compelling. YouTube came along found out
how to make it compelling over time, at first it
was not as compelling to the copyright people. Yeah, I think, listen we
will never fully get away from where somebody creates something that they’re not being compensated. I don’t think, we’re too far
down the culture of that. On the flip side it’s a rub because the truth is a
lotta people want people to use their stuff. They want both, they want both right? They want to use, you want
them to use your music or picture in the commercial
so you get commercial success but you wanna be compensated for that. The truth is there’s so much
content and so many things that can be used that alternatives
of things that are free are becoming more and more of the fad. I think that much like we
answered the Adele question, which worked out for her. I think, you know, I think we use shmadele and I think this was three
or four episodes ago. I think every person whose
watching and listening needs to make a decision for
themselves if they’re better off letting people use their stuff or not. I watch people use my
imagery all the time. Somebody made a salty
V t-shirt on TeePublic, the team hit me up,
they’re like whadda we do. Do we wantta take it down? I decided no, that’s in my
benefit, that if people buy that I won’t make the 18
cents or four dollars or whatever it is per shirt that’s
okay ’cause it’s valuable for me at this moment. On the flip side people use
my image to sell like bullshit like information products
where I don’t believe in it, that’s bad. I do tell them to take that down. That’s a copyright issue
’cause that’s falsely making it look like I’m endorsing some bullshit $300 ebook or course. So I think you have to make
an individual investment. Weigh the value props,
you know there was a vine for, I brought this up
before, where the girl used a booty shaking song in her twerking video that made that song shoot up. It was like 10 years old,
shoot up to number 10 in the iTunes Store. If they would’ve taken that
down, they would’ve missed out on all the sales of the album
which they made money on. So you’ve gotta be
strategic in this new world. It’s not a one size
fits all kind of answer. What’re you looking at India?

“for agency leaders to be active on social? “Do you weight that when
hiring a leader at Vayner?” – Um, look, I do think that somebody has to be a practitioner
or skilled in your craft, so yes, I do weigh that, but I do think we have a machine here that if somebody’s a great executive and good at building up people’s talent, knows how to do client services, understands the theory of marketing, but hasn’t used Snapchat,
Instagram, Facebook enough to be a great practitioner, that we know that’s commoditized and that after a hundred days at Vayner, we can get them to that place, so if they have enough
of the other things, you don’t have to be
crushing it on Instagram to be a leader at Vayner. You have to understand why
Instagram’s crushing it, and then put in the
work once you start here if you’re good at leading a team, great with client services,
great at other strategies, great at understanding how things, we have a lot of people that are great at Facebook,
Snapchat, Instagram, but don’t understand how beer is sold, or how soap is sold, and
we have to teach them that. If you’re coming as a
42-year-old executive and done it your whole
career and you know that, so just teaching the white space. So that’s the real answer. You have to have the
attitude, the appetite, and the theoretical rationale to why these things are
working to get in the door. – [India] Nice.

“between bad marketing
strategy that’s not working, “and just having a crappy product?” – Got it, so Andrew’s been watching enough to know that I talk a lot about, like, even the best marketing in the world isn’t gonna fix your crap product. So he’s asking, how do we decipher? Bri, do you wanna take a shot at that, or do you want me to go? – You go, and I’ll add. – You know, to me, it’s pretty easy. There’s only those two
things at some level, and so I think what you do first is, if you’re unsure, you
change your entire marketing approach, and I would
say you do that twice. So, over a 12-to-24 month period, you change your marketing
approach radically. If you go oh-for-three, there’s chances that your marketing
sucked all three times, but it is starting to
give you an indication that nobody wants your pet rock, or your iPhone case
that glows in the dark, or your crappy wine that you made. So, the other thing to do is
to look at your lifetime value and repeat business. One of the reasons I know
that Wine Library works, is we have incredible lifetime value, and a lot of repeat business, so then the waves of that
business are usually predicated on the marketing, because
once we get people in, they stay. And so, I think we can feel
that as people that write books, you’ll look at your numbers this week, and you probably will look at, like, historically, since you’ve written seven. What’s your most successful book? – End of Business As Usual
and Engage were, I think, the most successful. – Got it. So, like, to me, like, it’s funny, I think that Thank You Economy
is the best book I wrote, but it’s the least successful, and I look back at, like,
yeah, I gave it the less umph, by far the least umph, because it was deep in the starting of running VaynerMedia. So, I think you look at lifetime
value and repeat business and what your product is,
because if people are coming in and they’re using it and
buying or what have you, well, then you just need to
figure out how to get more of them in. If you’re getting a ton of
people in, but you’re not getting any long-tail action,
that’s your vulnerability. – And I think we live in
a time of social media, right, and the key part of that is social, so I think some of the best marketing starts before the marketing, right, so, listening, talking,
being inspired by people through all these technologies
that humanize people again and humanize communities. I think you can actually take
that insight and build better products, and build not just products, but products that are experienced and so that you can
invest in relationships and lifetime value and retention
as well as acquisition. – Love it, let’s move it, India.

“Can you build a strong
social media following “solely by engaging with your audience “or is content an absolute must?” – Content is an absolute
must, interesting. (laughter) Listen, I mean, I think you
could build up something really, really interesting by
being a full-pledge listener. You know, it depends on
how you define content, which is why I kind of wavered off. If you’re listening, you’re gonna respond. Your responses are your content. So, if you’re asking me,
“Can you just search, “engage with conversations
and put out those answers?” I would argue that that’s what I did do in 2006, seven, and eight. Outside of me just putting a link to the Wine Library TV show, which is a pretty big piece of content, so I can’t really go there, so. Look, I would you I’ve
disproportionately gotten value from my engagement, but
I think historically, I’ve underminded, or even
slightly disrespected my content. I’ve changed over the
last three to four years on that point of view. I realized the content did matter. I think it’s a really
interesting question. But I think your answers are your content. I mean, very honestly, I
think that’s why my brand in the business world
and entrepreneur land and startup land has gotten stronger, because I think I’ve positioned myself to actually use my
responses as my content. We are literally, this is
literally a very meta-answer. We are in the context of a show that is predicated on me giving answers and engaging versus me
self-starting around the content. But then, that in itself is
the depth of the content. So I think it depends
on how far you take it, in the, you know, semantically,
I would say, yes you can. Because I think you can put a lot of depth and a lot of oomph and a lot of weight, you know, this is heavy,
and a lot of weight. Um, you know what Mike makes me do? This crap. It’s the worst. Um, uh, yes, because I think
you can put a lot of oomph behind the content in response. I call it counter-punching. I would argue that Floyd Mayweather is gonna go down as this
generation’s best boxer completely predicated on your answer, so take that for what it is.

“be the ultimate Achilles
heel for Social Networks “including Facebook?” – I’ll jump in here. The answer is no, because
there’s a pendulum swing. The reason Snapchat
grew was because it was a safer place, a place
that stuff would disappear. I actually think the
next wave is gonna be, I think they’ll be more
closed over the next decade. You’ve got Cyber Dust, Cube’s thing, you’ve got Snapchat. I think there’s more room for that. I think there will be another one or two. I think the reason WhatsApp and
other things of that nature, messaging apps are doing
well is in theory to people, it’s closed by comparison. But I think actually
in the long long-term, 10, 12, you know 8, 10, 12 years from now there will be another push back to open. It’s generational, right? It’s like fashion. It goes through ebbs and flows. As a matter of fact, with
everybody being so kind of hipster and the way everybody is now, the other day I was thinking,
“Crap, I wonder where “like when are we gonna
go conservative again?” Like when everybody got
the Friends haircut. I’m curious and I was
thinking about grunge, which was crazy weird. Anyway, it made me think about that and that’s how I think
about Social Networks. This is the mood of a generation. The 60’s were different
than the 70s and the 80s and 90s and 2000s. I definitely think people
will freak out about privacy. I think Ashley Madison is
a proxy to other things. Just imagine now all of us,
if all of our information of every text, email and
engagement, and I mean texts and WhatsApps and whatever
else you’re using to creep. Tinder. Imagine all those conversations plop out and they’re just searchable. Literally Lewis, everything
you’ve said digitally. Yeah, and so I actually
think that happens. And then I think Nirvana happens because everybody realizes
how flawed everybody is. So, I’ve got a very weird,
positive point of view in where this all goes. I think there’ll be
some, I do think privacy will contain people to
some different behaviors. But I actually think if you
play the chess moves out, everybody’s laundry gets aired out, which changes society forever. And we roll in a completely different way and the things we accept as
norms, the way we think about interpersonal relationships
and what makes a good person and what makes a good
person and a bad person, fundamentally changes with
the great data breach of 2022. – Because everyone, we realize
that everyone’s a freak. – Well, I mean (laughs) you
take it where you want, Lewis. But I definitely think that
that’s a real possibility. I think that– – When do you think that will happen by? – I don’t know. – I like your predictions. – I don’t like to predict
things that I don’t, I like to predict things
that already happened that everybody didn’t
realize they happened. This way I’m right. I think that, I just think
it’s a real possibility and I definitely live my
life with all my flaws and what have you with the
knowledge of that could happen, and we have to be prepared
for the repercussions of, like I always say the right
thing is always the right thing. Like the end score is the end score. If you do wrong things
by today’s standards and they become aware, you’ll
have to deal with that. – So do you like that you
put yourself out there in such an authentic
way, a vulnerable way, a lot of times where you
talk about your flaws because then, if it does come out people are like, it doesn’t matter. – But I’m a human being,
I think a lot about when I’m doing things in
a very private setting, how that maps to my public persona. Like if this hits the fan,
does that undermine what I’m saying and I try to stay in
that lane because it will still at least make sense in my narrative. You can’t be the person that says like that holier-than-thou guy
that was cheating on his wife. You can’t be like the prosecutor and go after prostitution
when you’re using prostitutes. America will not accept
that complete insanity. The world will accept if you waiver. I think we all know we have skeletons. I don’t even wanna know what
the (beep) Steve’s up to. – Thanks Gary, I appreciate that. – You’re welcome, no worries. I think that we, I’m excited and I hope I live through seeing it. And I may not. It might be much longer,
but I do want to see, I’m very, I wish people
lived the life that I live which is, of course I judge people, but boy do I unjudge them very quickly. Humans are flawed, like in so many ways, and we need to start accepting
our shortcomings a lot more and I wonder if this data
thing, which sounds scary, privacy’s gonna go away,
it’s very, it’s Armageddon. But I actually think
it’s the starting point to a better society. – I like it.
– Yeah, interesting, right?

– [Voiceover] Jim asks, “Where do you see the health
and wellness industry “going in the next five years?” – Jim, I think it’s much
of the same that we’ve seen over the last five years. I think we’ve never seen such growth, and everybody caring about their health. I got caught up into it, I
think we’re eating better that even, we’re more
educated about food than ever, I think people working out more than ever, I think the vanity of
Instagram and selfies, I think everybody here
wants to look better than they used to, I think
we’re becoming PR versions of ourselves, so I think
people putting in more work, I mean, especially with butts, you know, with butts you can
actually put in the work. Like, you can actually
make your butt better by putting in the squats, so
I think people really focusing on that, that’s clearly been a trend. It’s just true. You know, and so, and so I think more than
ever, one other thing, back on the 360 point of view on this. I’m seeing an enormous meditation trend growing in the US, I will
argue that five years from now, which is a long time from today, a lot more people are doing meditation on an everyday basis. The way we probably saw yoga play out the last 15 years. So, I see a lot, a lot
more focus on longevity, health, and I think what I like is, because of information
exchange on the internet, I think we’re seeing a
lot more healthy ways to go about it, I think
if you look at the 80s, and early 90s, a lot
of the ways that people wanted to get younger
was by having surgery, and I think more and
more people are trying to actually do something about it in their 20s, 30s, 40s. I’m so impressed with the healthiness that the US health culture has
exploded over the last decade, and I see much of the same tripling down. I think there’s a lot
of upside in that space. I think that means a
lot more scammy, quick, buck-making people are
gonna join the space, I think we’ve seen that. I think every fitness guru now thinks they’re an entrepreneur and
wants to sell their program, or their shake. A lot of the same DNA that
being great at working out and discipline map to
being an entrepreneur, yet, I find a lot of people that are strong at working out every
day don’t put the same vigor and work into their business, which I find very intriguing, so that’s kind of what I see happening.

– Good, what’s cooking? – I’ve seen this Extra
commercial trending everywhere. – The Extra commercial,
the gum commercial, yes. – How do you foresee cinematic commercials within a social space? – I think the reason the
Extra commercial’s doing well is ’cause it’s a good piece of content. It’s a beautiful love story played out. The brand is integrated
smartly, and not forced, and I think Facebook is the environment to produce video for, and that’s why we’re seeing it do well. There’s been great love
stories executed on television, but if that ran on TV, I don’t know, do you know how long it is? Two minutes? – I don’t know. – It’s longer than 30 seconds, right? – The song is just catchy.
– [Gary] If they did it during the Super Bowl,
or during the MTV Awards, and blocked off the time, and ran it, it would be like, “Aw, that was nice.” It wouldn’t be like this,
’cause people are sharing it, passing it on. This is the kind of work I
wanna be doing at Vayner. This is the kind of work that I think people are gonna be forced into. In a world where people
don’t wanna watch prerolls or commercials, brands are
gonna have to find ways to actually make great stories, and actually integrate their
brand where it’s not forced. It’s not like this is our show, and this was a bottle company we had, and we’re like, “Oh, I’m
just answering your–” It’s actually part of it. I think it’s an absolute preview
to where things are going. We’ve seen things like this on YouTube. I think the power of
Facebook is the targetting and the shareability that is extreme. So I’m excited about it. – Yeah, me too.
– [Gary] Good, great question. – Thank you.
– [Gary] Awesome. – Ben, over there.

and how they recently
started their own creative in-house agency. What do you think about that? How that gonna affect the work we do? And how do we remain the experts on social when more platforms are
doing work in-house? – Platforms have done
in-house from the get. They’re never gonna replace agencies. And by the way, if they do, cool, then we’ll adjust, we’ll
start selling popcorn here at VaynerMedia or something. I mean, the reality is that there’s too much danger for
Facebook to start doing that because the agencies are
gonna push back against that, and then start recommending other things. I think what they’re doing is, they’re trying to show best of class work, things that they believe in. They’re pissed off at agencies
for not doing Facebook stuff, trying to do TV stuff, and the
other things of that nature. I think they’re looking
for it to be a North Star. They’re looking to find other
agencies to follow that lead, but all of them, Snapchat,
Twitter, Pinterest, Facebook, they all have got some level of this. To me, it’s something
I’ve never worried about, or other agencies, I think,
should really worry about, mainly because, one, if they’re good enough, and
that brings the most value to the customers, then that’s
what the market should be, and then all of you will work at Facebook. That’s the way it should be. But, two, I don’t think it’s
in their vested interest as a platform to get in the
client service business. I think it’s a very tiny
dot in the ecosystem to try to move the creative in a direction that I think is meaningful
for their platform, and it’s a good way to spark, look, you’re asking the question. So it’s a good way to spark the market. For me, I default in
living in that environment that you have to make that content, so I’m not scared, and good
for them, and whatever. – Awesome. – Congrats to your Eagles.

in social and what are
they doing that’s so good? – Truth is, you’re so much,
you’re way better in a position to say, answer that question than I am. I’m not paying attention
to what a lot of musicians are doing, but I’ll tell you
that the musicians that are doing it best will understand
the framework that created the greatest bands and
artists of all time, which is, again, it’s the theme
of the show in London, it is providing value. It is so easy to see what
Talyor Swift is doing, it is so easy to understand
what Phish and Grateful Dead and Dave Matthews Band did. It is disproportionately
helping an audience, and then leveraging that
to get them to buy in. So, whoever right now
is replying to people on Twitter and video,
randomly creating meet-ups, like, put, saying happy birthday
to fans, randomly knocking, where are the artists that
are knocking on fans’ doors, and they open it up, and they go, get. Whoever’s doing the things
that nobody else is doing, that the fans want, which is the touch. – Taylor Swift is into that? – Taylor Swift is perfectly
executing it, and it matters, and it becomes word of mouth. And so, I don’t know specifically. – Yeah, yeah. – But whoever’s bringing
disproportionate value to the people that are potentially
interested in her music, and notice, I said potentially
interested in her music, that’s the key. Whoever is doing that,
that’s who’s winning. Alright, man.
– Thanks so much.

“How does the engagement on YouTube “compare to other social platforms? “Is the reward worth the effort?” – Absolutely. YouTube is like literally one of the great platforms of the world in the engagement’s very high,
there’s tons of, matter of fact, I put on my phone, I
won’t take it this time, I just put YouTube finally
at the front of my phone because I’m engaging more in the comments because there’s so much going on there. And thank you so much for everybody who’s watching the show on YouTube. The engagement’s super
worked, I won’t even, who said this? – [India] Rachel.
– Rachel! – [India] I’m sorry Rachel. – Don’t be sorry India. Rachel, come on! What do you mean the engagement? Have you not seen a video on YouTube? Even shit videos have like
three people saying “You suck!” I mean they don’t even waste their time to do that on Twitter. The engagement’s incredible on YouTube. The commenting is bonkers. Videos that do well get tens of thousands of people saying things. Maybe YouTube’s the best engagement platform on the internet. I mean, Rachel. Sorry Rach.