How to Grow as a Creator in the Interest Media Era
The GaryVee Audio Experience
Gary Vaynerchuk
4.8 • 18.3K Ratings
🗓️ 5 February 2026
⏱️ 131 minutes
🧾️ Download transcript
Summary
In this episode, I sit down with a group of creators and marketers to break down the profound shift from social media to interest media and what it means for your personal brand. I reveal why I'm pushing creators to double down on Snapchat Spotlight, YouTube Shorts, and Facebook. We also dive deep into the essential struggle of authenticity - how much to share, why fear is crippling your growth, and the humility required to "start at zero again" on a new platform.
You’ll learn about:
- The dramatic speed of growth on TikTok versus Instagram
- Why "fear is dramatically driving people's actions" and how humility is your best tool
- The rise of the individual creator as a media institution
- Maximizing your reach across platforms like Snapchat Spotlight and YouTube Shorts.
- The critical difference between social media and interest media.
Transcript
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| 0:00.0 | was yelling to go on TikTok to everybody |
| 0:02.5 | and most big people didn't do it |
| 0:04.7 | because they didn't have the humility |
| 0:05.9 | to start at zero again. |
| 0:07.0 | Hey. |
| 0:07.9 | Hey! |
| 0:08.9 | That is actually such a good point. |
| 0:17.0 | That's right. |
| 0:18.0 | But you have to understand, with TikTok it's crazy. |
| 0:20.5 | For everyone here, you already are the kind of human that |
| 0:23.5 | resonates. |
| 0:24.5 | So what's crazy about TikTok is the speed in which you can grow |
| 0:29.2 | there is much faster than Instagram. |
| 0:31.1 | No. |
| 0:32.1 | Much faster. |
| 0:33.1 | Okay, I need to put my energy into fucking TikTok. |
| 0:35.0 | What am I doing? |
| 0:36.2 | You're doing similar-ish stuff, but you've got, it's kind of like, like we're all hanging out now. And if, let's say you three really hit it off tonight and you decided to go to the club, you're still you, but the room's a little different and you're going to be a little different. That's TikTok, got it? Right? You just have to, you're still you, but you might be a little different because the room's different. That's TikTok, got it? Right? |
| 0:54.3 | You're still you, but you might be a little different |
| 0:57.4 | because the room's different. |
| 0:58.4 | The room's different. |
| 0:59.5 | The vibes are a little different, but we're still us. |
... |
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