The New Marketing Playbook - Why Many Brands Are Losing Market Share

The GaryVee Audio Experience

Gary Vaynerchuk

Business, Marketing

4.8 • 18.1K Ratings

🗓️ 7 January 2026

⏱️ 56 minutes

🔗️ Recording | iTunes | RSS

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Summary

In this episode, I break down why television marketing is overpriced in 2026 and why brands that are overcommitted to TV are losing market share. We talk about collectibles as a marketing strategy, why most businesses are underinvesting in social media, and the massive advantage of social media ads over traditional TV. I also dive into the opportunity in live streaming, the rise of the interest media era, which platforms have underpriced attention right now, and why hiring is guessing while firing is knowing. If you care about attention, growth, and allocating your marketing dollars the right way, this episode is a must.

Transcript

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0:00.0	Actually, it's a big piece of advice for you.
0:02.2	Collectibles as a lifestyle genre is about to join sports, music, fashion, and food. I don't know if you're paying attention to trading cards. I don't know if you're paying attention to Labooboos, those little things. Both men and women are collecting and have always collected. Your great-granddaddy collected stamps. Your funny aunt picks up magnets anywhere she goes.
0:22.2	Humans collect, but now it's become very, very cool and at scale.
0:26.2	I think one of the ways to drive this business is if you have a featured product
0:29.7	that you want everybody to buy, if they get a collectible that they can sell on eBay for a
0:33.9	couple of bucks along with purchase, I think your business would explode.
0:37.5	Stay trading attention.
0:39.5	This is the Gary Vee Audio Experience.
0:43.7	My entire POV on business was shaped in a one single store in Springfield, New Jersey.
0:53.3	It was a wine and liquor store that I made a wine store.
0:57.5	And I really associate with the people in the audience.
1:02.2	And I associate with you because the second chapter of my career
1:05.7	was in sustained, scaled marketing.
1:09.1	So, you know, for me, the social conversation
1:13.2	is very important for all of you
1:14.6	because at the end of the day, brother,
1:16.4	and when I think about this room,
1:19.2	no one here gives a crap about anything
1:21.2	other than their business being healthy and growing it.
1:24.3	And I have a funny feeling that no one here
1:26.5	is overly emotional, whether it's cable
1:29.0	television or direct mail, Facebook or TikTok, radio or billboard, or coupons. Like, just let's grow the
	...

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