Why some are years ahead in marketing distribution strategy and tactics

Last updated on January 17th, 2024

Pardeep Kullar
Pardeep Kullar

Do you ever think about those people who were very early users of Instagram,
Snapchat and Vine and how much they gained from it? How can you do the same
and gain enormous traffic just by being early? Gary
has a habit we wouldn’t have
guessed, he checks the latest 100 new apps every day. His speech covers
regret, executing, spending 5 hours a day with Instagram influencers and more.
Brutal, brilliant and to the point.

Summary transcription of GaryVee on distribution and motivation.

To me the term social media is the slang term for the current state of the


And I implore you, and I promise you, that if your strategy around
communicating on those seven, eight, nine websites that matter is not the
first thing on your mind, you will have zero relevancy over the next decade.

It’s scary that you see a social media logo and think of a piece of


And, most importantly, and this matters, what scares me quite a

bit is that most of you, when you see these logos, you think of a piece of
content that you make. And you think of those five channels and more as places
where you distribute it.

These are not just distribution channels.

These are channels where you have to natively story tell in the context of the
platform. The videos that work on YouTube versus Facebook are different.

You don’t take the same video and just post it for distribution.

The picture on Instagram and Facebook is different.

You are disrespecting the psychology of the user, even if it’s, that dude

there with the white hat and the Hustle Mode t-shirt, when he’s on Instagram
and he’s on Facebook, he’s a different dude. His mindset’s different, he
follows different people. He’s on those channels for different reasons.

B2B business is happening here and you’re disrespecting it

It is imperative that you start thinking about your content strategy on these
platforms for your business.

How many people here are in the B2B business, B2B? Higher. Perfect. B2B
friends, you are disrespecting how much B2B business is happening here.
Facebook allows you to target the employees of customers.

You could make a three minute video that says, does the CFO of your company
know and then send it to all the employees of and then all of a sudden, that
CFO is getting 50, 60 emails from employees from his or her company making
them aware of your SaaS product for the CFO.

Headline readers versus practitioners. Headliners lose.

Headline readers don’t think that B2B is happening here.

Practitioners are exploiting it and making real money.

Headline readers think that you have to make short videos on social media.
Practitioners are making 20, 30, 40 minute videos telling their story,
compelling people into their world, re-marketing to the people that actually
want in on it and close it and close those sales by re-marketing.

If somebody watched 37 minutes of your video about you or your business, when
you re-market that view with a call to action, you don’t think you’re gonna
convert them?

Don’t read about how to win on Snapchat. Download the fucking app.

My friends, we are looking, we are living through this incredible era of
massive opportunity. Yet, everybody’s talking and reading and nobody’s fucking
doing. Start fucking executing. Don’t read about how to win on Snapchat.
Download the fucking app and do something, dick face.

Your grandparents, my grandparents, they had it shit compared to us. We have
the internet. I don’t know if you’ve heard about it. It’s really fucking good.
And what it does is it allows us to be practical about having a much better
life if we choose to put in the work.

You could actually work your 9 to 5, pay your bills, come home, have a beer
and then start working on what you want because the infrastructure exists.

Your grandparents had to have their job. They couldn’t open their other
business ’cause it was at night and like, this is a remarkable era to be
around and yet we are completely wasting it.

When you’re 93, it’s hard to pull it off.

Let me actually throw you for a complete curveball. You know what you all need
to do? You all need to go and volunteer at a senior citizen home.

If you want to do one thing, if anything besides being practical and start
making money instead of losing money is what you remember from this talk this
morning, please make it that you need to go to a senior citizen home and
volunteer for one day.

Here’s what I want you to do. Spend one day at a senior citizen home and I
promise you you will leave with the following.

You will leave knowing that the scariest thing in the world, the scariest
thing in the world to human beings is regret. What you will see in those 80
and 90-year-olds, some will be happy and they’ll be content, but you will see
something at scale that scares the living shit out of me. It’s called regret.

The amount of people that wish they did things is scary and let me

promise you something. When you’re 93, it’s hard to pull it off.

We are so fortunate, nothing now is as bad as the black plague.

We live in an era right now where mainstream media in every part of the world
is pumping down nothing but negativity yet every piece of data shows you that
this is the greatest era to ever be alive in. I understand we have problems.
We all have massive problems but they’re not as bad as they used to be. As bad
as Brexit or Trump or terrorism, as bad as anything you think is depending on
your points of view, it’s better than the Black fucking Plague.

We have to put things into context

If you’re fortunate enough to be here today, to know to be here today, to
afford to be here today, you are sitting in an incredible spot of the 7.7
billion people on Earth and I just don’t understand why you wouldn’t take full
advantage of it and it starts with something very basic, which is actually
start understanding how this is all working deeper, not wider.

You don’t need to know in theory how AI and Alexa voice and VR and social
media work. You need to start understanding how one of those things work
deeply. I’ve gotten here today because I didn’t come to conferences and talk
or make videos or build a personal brand for the first 15 years of my career.

I was a fucking practitioner first

Let me remind many of you. Long before I was GaryVee, I was Gary Vaynerchuk
building a liquor store by being good at email marketing, at Google AdWords,
at banner retargeting, at YouTube marketing. I was a fucking practitioner and
then once I built something from zero to, three to 60 million with no money,
once I built something, then I had a little

audacity to come and talk to you about how I did it.

The amount of 23-year-old business coaches and marketing gurus who haven’t
done dick shit in their fucking life that’s out there on Instagram

right now is startling.

Instagram influencers are one of best arbitrages.

It is time to do and less talking and more fucking doing.

Instagram influencers. Instagram influencers right now today for doers, is
probably only behind Facebook ads, the single best arbitrage in marketing. The
fact that you can reach out to people that have 300, 3,000, 30,000, 300,000
and 3 million followers and trade with them for exposure for your product and
service is remarkable.

Instagram influencers don’t know how to price themselves

Especially ’cause 80% of them don’t know how to price themselves and they’re
grossly underpriced. 10% of them are so overpriced because they think their
followers of a lot of followers means that they’re valuable. So you have to be
careful of the top end. But when you start getting into that 30,000 to 400,000
followed people, the remarkable value of just giving ’em the product or giving
them 100 bucks to give a shout out on a product.

Spending 3 to 5 hours a day DM’ing instagram influencers

So many peoples’ businesses and careers would be in a much greater place today
if they spent three to five hours a day, DM’ing Instagram influencers and
business developing with them, and building exposure for their brands.

Most will regret it

Yet most of you will hear this, you’ll be like yeah, you might do it for a
day. I said three to five fucking hours.

You may do it for a day, you may do it for a week, you may not do it at all.
And then in four years from now, you’ll look back and regret it.

How many people have been doing digital marketing or business in the internet
world for 15 years or more? Just raise you hands, just curious. High, please
raise it high, just curious.

A lot of you who’ve raised your hands know that if I was giving this speech
when I was building Wine Library in 2001 and I was talking about Google
Adwords, and they were five and 10 cents a click, a lot of you with your
mindset would still be trying to figure out what the ROI of that was. Why
direct mail was better, or newspapers were better. That most people weren’t on
search yet and why would people go to Google, Yahoo! was the leader. That’s
what you would debate.

Yet we all sit here 10, 15 years later, regretting that we didn’t spend all
our money on Google adverts ’cause the arbitrage was unbelievably phenomenally

I’m saying this now not for the 5,000 of you, I’m saying what I’m about to say
for myself ’cause I’m selfish because DRock’s somewhere here and I’m gonna use
the clip for myself in five years to prove to everybody that I was right.

As we sit here today, if you are not spending the majority of your money on
your marketing, on Facebook ads, on Instagram influencers, you are making a
massive mistake.

In 36 to 48 months all of you will be spending three, four, five, six, 10, 15
times more money to achieve the same goal that can be achieved today.

Don’t know how to do it? There’s a website that shows you how.

So I implore you, if you do not know how to do Facebook advertising at scale,
if you do not know what’s going on in the influencer marketing specifically on
Instagram, YouTube and Snapchat as well, that there’s an incredible website
that you can go to that will help you figure out every little detail of what I
can’t get to in here over the next five minutes. So I know some of you like to
write down sites, I see some of you pulling out, I’ll spell if for you.
G-O-O-G-L-E. (audience laughter)

You like that one? It’s good right? — I know that one. — Yeah I mean it’s
remarkable me how many people ask me well Gary how do I do that zip code or
that’s employees of Facebook ad? You google how do I run Facebook ads against
employees of companies? Enter, 600 fuckin’ thousand results on how to do it.

I’ve been in this game for 20 years right now and I promise you from the day I
met Boz 10 years ago, it is very simple. 99% of people talk, pontificate, read
and think and 1% do.

Look at the top 100 apps on Apple or Google each day

The more you can push yourself to do, the more you can take risks. The fact
that not every person in the world wakes up every morning, opens their Apple
or Google phone, looks at the top 100 apps on either one of those platforms,
and then downloads any app that they’re not aware of, whether that’s Marco
Polo, or Anchor, Musical.ly, or House Party today, or SnapChat and Instagram
three or four years ago, blows my mind. You will always know what’s coming by
just looking at the data.

People always say to me, you’re always so right. People are like how do you
know the future?

I’m like listen, I’m not Nostradamus. This is very simple. I do the work.
I wake up in the morning, I open my Apple phone, I go to the App Store app
I go to top 150 free apps in the world, I go to the bottom first, and anything
I’ve never seen before that’s hit the top 150, I click it, I read, if it’s a
social network, I download it, I taste it.

Yes, I do understand consumer behavior maybe a little bit better than most,
but I would’ve never gotten there if I didn’t download it, read it, used it
and put in the work. And what I know is for every Plurk, for every SocialCam,
for every Vine, for every Marco Polo or other things that doesn’t make it, all
you have to do is go 1 out of 50 for it all to be worth it.

I’m willing to put in the work, I’m willing to be a practitioner, I’m willing
to be practical. I think about the WHW, the what the hell am I gonna say, how
am I gonna say it, and where am I gonna say it, and I do it over and over and
over and over and over and over and over and over and over and over and over
and over. And I will do it for the rest of my life. I will become a
billionaire. I will buy the New York Jets, and I will win Super Bowls, thank


Well, f**k me. I’m pumped!

Liked that? Lets breathe a little…

See more on why we end up distributing content to the wrong

Pardeep Kullar
Pardeep Kullar

Pardeep overlooks growth at Upscope and loves writing about SaaS companies, customer success and customer experience.