Gary Vaynerchuk, social media guru and self-stylized branding expert (for those who don’t know) is a New York Times Best-Selling author, and founder of one of the fastest growing digital media agencies in the US.
Fresh out of college Gary grew his family wine business from an T/O of $3M to $60M in just five years. Now he runs VaynerMedia, representing companies such as Pepsi-Co, General Electric, Anheuser Busch and many more. Gary is also a prolific angel investor and venture capitalist, investing in companies like Facebook, Twitter and Uber.
Brand building through YouTube
Gary hosts The #AskGaryVee Show, which, approaching its 200th episode, serves to provide as much value as possible by taking questions about social media, entrepreneurship, startups, and family businesses and giving his answers based on personal experience building multi-million dollar companies.
Gary’s latest YouTube format is named “Daily Vee” that involves capturing on film interactions with staff, clients, investors and fans on the street. On average, he posts 2 episodes a week and is currently on episode number 16.
The story started in 1997 when Gary launched WineLibrary.com, as a way of increasing sales for his fathers liquor store. At the time, it was one of the first wine e-commerce businesses. In 2006 Vaynerchuk launched Wine Library TV, which quickly went viral (some episodes reached 100,000), which saw Gary tasting and discussing wines, and interviewing guests.
Three years later Wine Library TV had helped Vaynerchuk to build his personal profile to the point where he was drawing so much media attention he was able to negotiate a seven-figure, 10-book deal with HarperStudio to write business books with motivational titles like Crush It!, The Than-You Economy and Jab, Jab, Jab, Right Hook.
Vaynerchuk ended Wine Library TV in 2011 and went on to up up digital agency VaynerMedia. No stranger to using YouTube to promote his personal brand and attract new opportunities to speak, the format for the #AskGaryVee show is simple and effective – he answers questions from fans through Twitter and Facebook, some viewers prefer to recording their question on YouTube which are included in the show. Topics include how to build a profile and develop your carer through social media.
The business model behind The Ask Gary Vee Show is pretty simple. It’s a 100% broad awareness game. Gary wants more exposure, which leads to leverage.
Gary understands his personality might initially put people off, and wants viewers to know he’s not, in his words, “charisma, hyperbole, bullshit, and hype;” He wants viewers to understand he has depth. To show off what he knows and educate those people to the contrary.
And what does that leverage result in? A LOT. Let’s just take a look at the short term results:
- Get’s paid more for public speaking ($40K for a keynote)
- Sell’s more books
- Asked to do more TV spots
- End’s up on stuff like 40 Under 40 lists
- More employees want to work at VaynerMedia
- More users coming to WineDeals
So as you can see there is ENORMOUS ROI in putting out content. Gary doesnt believe in slapping pre-roll ads on The #AskGaryVee Show but this doesn’t mean there is no business model.
It just means he does business differently, and it’s an even more dramatic example of the fact that everybody should be putting out content. Putting out content is ALWAYS a good idea. Here’s a review of Gary’s YouTube channel you may find of interest if you are looking to improve results of your YouTube marketing strategy.
Gary’s series inspired us to launch a new ‘A day in the life’ production package which will be customised to position you, or your brand, as Thought Leaders in your space. Learn more here.
Present your case studies in a way that makes your business stands out, and attracts the attention you deserve. Create new opportunities you never thought possible through the power of the worlds second most powerful search engine, YouTube.
No content plan is worth much without an exposure strategy to go with it. That is why at Crunch Time Media we specialise in providing not just content strategy but also marketing and distribution plans and implementation.