Why Social Media is NOT Optional for Small Businesses in 2026

It seems harder than ever.

They're gonna scare you everyone.

I'm gonna get close again.

I gotta get close because I'm excited about this.

Friends, they're gonna try to scare you

and tell you you're dead

because A.I. is gonna kill you.

It's the reverse.

It's the reverse.

You're all gonna be able to weaponize all this A.I.

and all this social

and take your businesses to the next level.

Here's the problem.

Do you know if people missed out

on the great love of their life

because they were scared to go up to her

at a bar and say hello?

Fear is the great suffocator of happiness.

The biggest thing everyone needs to know

is I didn't give a fuck if it didn't work

or what people would say about me.

When people figure that out,

it's game over.

Once you get into the mindset

of I'm a production company

that happens to be this firm with me,

it changes everything, friends.

You just have to jump.

You've got to fuckin' tune it out and jump.

Step one is a mental thing, jump.

Why is it worth it?

Does that sounds like so much work?

Why is it worth it?

Because you don't wanna go out of fuckin' business

because you do not want to go out of fuckin' business.

That's why it's worth it

because we have no fuckin' option.

Jump, try to push, jump.

Because nothing good in life

has happened without work.

Here's the problem.

How many of you were willing to put in the work?

This is the GaryVee audio experience.

Gary, small business owners,

that's your background.

Yes.

You have Sasha Group,

which is background a small business.

Where does attention live

for our four-wall small business operators?

What should they be focusing on today

in the world of marketing?

Social media.

And you guys all know this.

It's not like I'm saying anything profound,

but understanding how to be good at LinkedIn,

if there's a B2B element or a B2C element,

understanding how to actually get organic views

on TikTok versus Twitter versus Facebook.

Nobody here is surprised by me saying social.

I've been saying it for 20 years.

It's more about being on 7 to 8 platforms.

There are some people here

that could win on sub-stack.

So longer form written has become bigger and bigger.

But there's no direct mail.

There's no television commercials.

There's no billboards.

There's nothing they can do.

There's no yellow pages.

There's no other move that has the high upside.

Now the problem is,

and if somebody can hit the new comments

so I can follow the chat along,

because it's been really great for me.

If the problem is that I'm going to ask it right now,

how many people here have tried social media

for their business and it hasn't worked,

say that's me.

A lot of them are going to say that's me.

And I get that, right?

Here they all come.

It's everyone.

The reality is, though,

that would be like you asking me,

like, hey, what's a lucrative career

that I can make a lot of money on?

And I would say, be a basketball player.

You get to pay 30 million a year to be on the bench.

But everyone here then going out and being a basketball player,

that's hard.

Now, that's hard because you have to be physically gifted.

Everybody here that decided to show up for this

actually has the physical attributes

to be a successful business on social.

The reason I was great and confident

and the biggest thing everyone needs to know

is I didn't give a fuck if it didn't work

or what people would say about me.

And so I think it's a self-esteem game

and insecurity game.

So how comfortable were you talking to your camera

when you first started?

Very, wow, off the bat.

Yeah, but I was also 30.

I think a lot of people forget about me as a creator.

I started, like, I never thought, I'm older, I'm 49.

I never thought the way you and everybody have come up

where like, you could be someone like me.

I was there first in the early days,

but I was 30 when all this stuff started popping off in 2005.

So the first step, I know the actual day

I ever went in front of a camera.

February 21st, 2006.

YouTube had been about seven or eight months old.

I've been watching it.

I'm like, this thing might fucking pop.

And I'm like, I want to get involved.

And I decided to do a wine show

and I sat in front of a camera.

And I said, hello, everybody, welcome.

And when you watch episode one, I'm reserved

because I was in the back of my mind.

I didn't want to be fully me

because at that point in my life,

I was selling high-end wine to people.

And I didn't want to be totally GaryVee

because if I was totally GaryVee,

I thought I could lose some customers.

So the first 50 times I did a video

was long form 20 minute.

It wasn't social media short form.

It was long form 20 minute wine video.

And I was definitely more reserved

because I was more of the wine guy.

But I was lucky that I was 30.

And at that point in my life,

I was pretty self-confident

and knew who I was at 15.

By the time I was 30, I was super ready.

So there was nothing scary

on the other side of the camera,

which is what everybody is scared of.

See, that's a thing.

The more I've gotten to speak to people,

it's not a skill thing.

It's an insecurity thing

that pushes people to do the thing.

Life, not even the fucking camera, life.

Yeah.

Life.

Do you know if people missed out

on the great love of their life

because they were scared to go up to her

at a bar and say hello?

Right, I'm sure.

That's devastating to me.

Yeah.

Fear is the great suffocator of happiness.

I agree.

You know, I started in my 30s as well.

I started at 32.

And the reason why I think I was able

to present myself on camera,

because I knew who I was.

I mean, I'm not going to lie.

There was insecurities.

I've never showed up on camera before,

but like actually understanding and knowing myself

and understanding that I have to present myself as me.

Like, it's actually, yeah,

it was like an advantage for sure.

I got very fortunate in that.

There's a lot of things I'm good at.

There's a lot of things I'm bad at.

But there's very few things I'm better at

than being myself.

For me, what I'm trying to do

is get people to really understand

how to be good at it.

The answer is not profound that it's social.

The profoundness is,

are you best in the world at it

or for everyone here?

I'm trying to be the best in the world at it.

And I've been at it for 20 years

and I've done my things.

That's every day that's what I aspire to be.

And then what I try to do in my content

or when I sit and do something like this

is what are the shortcuts I can do?

For example, how much do you pay attention to the thumbnail?

What are your first three seconds?

Do you understand that if you write five or six sentences

on Instagram instead of three words,

that it will do better?

Do you understand that Instagram

is the most battle for attention

and that there's huge opportunities

on Facebook, blue, on YouTube shorts,

YouTube shorts for GEO and AEO and the LLMs.

I know you're going to talk about that.

So what they haven't done is put in

the 47,000 hours of practice to be remarkable.

For everyone here to double or triple their business,

they don't have to be me.

But they have to be way better than where they're at right now.

What would the prescription of that be

if I'm a practice owner

and I'm just trying to figure it out?

Yeah.

Output.

This is really like health and wellness.

I always laugh when everybody,

how many times a day do you post?

Put in the chat, how many times a day you post?

And so, and like, be honest, please, everyone,

please be honest because most of you are zero

because I did some homework for this, right?

I said a day, right?

And you see, you know, and again, when I see one,

okay, so I see all the numbers, friends, start over.

How many platforms are you on?

TikTok, Instagram, Facebook, say,

Platt, PLT and then put Dash and tell me

how many platforms you're on, right?

So again, what you're going to see here, right?

So far so good, but I think some people are fibbing

or some people are like the people that are zero or one

or not telling the truth.

What I know is that most people here on Facebook,

excuse me, on Instagram and TikTok,

when I see three, I'm like, okay, maybe it's Facebook,

maybe they're on X, YouTube,

I need everybody here to be on nine platforms,

Facebook, Instagram, TikTok, Snapchat, Spotlight,

YouTube shorts, Facebook, Blue, Threads, Threads,

Substack, and not only do I need them to be on eight platforms,

I need them to post three times a day on eight.

So I need 24 posts a day from everyone here.

If you came to this seminar, I mean,

it's the evening now, midday on the West Coast,

like everyone here is trying to win.

And you'll see Jesus, crazy town, wow, and I get it,

but I need everyone to understand.

All of you are actually content media companies

that happen to be in this business.

I am a content media company that happens to have an ad agency,

that happens to have V friends, my Pokemon,

that happens to have winetext.com.

By the way, if you buy wine, winetext.com,

I promise my dad would give a shout out,

he loves this crew.

So I'm a media company that happens to sell wine,

happens to have an advertising agency,

wants to sell a book once in a while.

It feels overwhelming as Carly says,

but I need everybody to understand everything

that you want in life comes with work.

I understand that you may not be good at it,

or like it, or it feels crappy.

I need you to hear this.

You need to take some of your money and hire more people.

You need to use AI.

There's a lot of, you know this.

I'm not gonna sit here.

I'm not gonna sit here and take the excuses.

Not because of anything other than

if you actually want to grow your business for real,

you're gonna need to do this.

The way to break through in society

is a volume of output in social.

And when it does well organically,

when you get, you know,

how many average views everyone do you get on a post?

Views, not followers, not engagement views,

800, 1000, let's just use a manual, 3K,

100, which is normal.

These are all normal numbers, average.

When you look at, I look at those numbers,

when you get something that gets 50,000 views,

which is gonna surprise all of them,

but when you're starting to put out three a day,

like it's gonna happen for everyone,

even like the worst and the least charismatic,

like I just watched you do your thing,

as you've worked on this, you've got good presentation skills.

I'm sure you weren't this good the first time you tried.

I surely wasn't.

Even for the people that aren't great,

they're gonna have a video get 800,000,

because they actually...

They're the one that surprises them.

Because they know they're craft.

You don't have to be as dynamic or slick.

You just have to be knowledgeable or vulnerable.

You just have to be yourself.

I just am not good at not being me,

and there's been remarkable things that have happened with that,

and there's been shortcomings that have been along with that,

but even the way I hit the scene,

like a lot of you, a lot of you, all three of you know,

and definitely all the people on the other side,

like I was way out in front in being casual

as a businessman,

in cursing,

fucking daily B number one,

I'm not allowed into the place that I'm supposed to speak at,

because I wasn't wearing a fucking suit,

or shoes, or I don't fucking even remember.

So, shitting on college,

like I was old.

The reason I've been able to be,

when I told everybody to be on musically in TikTok,

people are you out of your fucking mind?

That's 14 year old girls.

I remember that.

You know, so I'm not scared to be me,

and that is really important,

because you know what's great,

and you just saw it happen right now.

Me just rolling up and being on my phone seconds

before we go on,

that's not me being comfortable with the camera now.

That's who I've been from day one,

because I don't have to fucking front

when I'm on camera.

The biggest reason so many people struggle

is they're trying to be somebody.

Yeah.

You don't have to remember anything if you just don't lie.

That's it.

If I say that a lot,

I don't know who it's from,

I'm sure many people long before I was alive, I've said it.

I'm cozy,

because I don't have to remember anything.

Yep, that's exactly it.

I think one of the things that stop people,

it stops me, it stops our team,

is we feel like it has to be so high production.

Yeah, I'm the other way.

Right.

To me, well, this is too high production for me.

I'm uncomfortable.

I just want phone, no mic, blah, blah.

You guys know, you guys see what I do.

It's raw, it's the first 10 years of it's fall.

That's working too.

Because I know what the fuck I'm talking about.

Yeah.

You know what I mean?

Like, you have to bring value.

Some people are pretty.

You know, she spent a lot of money on surgeries

to look pretty.

And she was pretty naturally,

but I'm saying she had the luxury of money

to like, right, like some people are pretty.

Some people are smart.

Some people are clever.

Some people are funny.

Some people are pretty and smart.

Clearly smart.

Like, like, there's a lot of different things.

Everybody here brings value.

Yeah.

Stories, vulnerability.

There's a lot.

What you need to focus on, right?

Is, I'm sorry, Jeff, I'm wearing a suit

because I have to go to my son's nonprofit gallery.

I promise you, I'm T-shirt and fucking jeans.

I'm fucking dying in here in this suit.

Anyway.

I've never seen it.

Yeah, it's very rare.

Anyway, I need everybody here to know the next step.

It's not going to be production value.

It's not going to be what you think it is.

It's going to be something of value, right?

It's just going to be something of value.

And when that video gets 800,000 views, 150,000 views

in the set of the normal numbers,

then you put media behind it.

Then you put a thousand dollars of ads behind it

to ask for whatever, you know,

you change the copy a little bit.

You might even change the video a little bit

and say, sign up for my thing or buy my thing.

When people figure that out, it's game over.

It's game over.

Why is it worth it?

Because that sounds like so much work.

Can you talk about the people who do versus about it down?

Like, if I'm going to do all of that.

What, why is it worth it?

Because you don't want to go out of fucking business.

Because you do not want to go out of fucking business.

That's why it's worth it.

Because we have no fucking option.

Like, what do you want for me?

Like, because nothing good in life

has happened without work.

Right, yeah.

Like, like what most people here have to realize is,

they need to, oh, he needs to stop swearing.

Donna, I'm sorry, I should have preempted this.

I grew up in New Jersey in the 80s.

Curses just come out without me knowing.

But Donna, now that I saw you in the comments,

I'm done cursing.

I'm going to do it for Donna.

No, no, really, I want to do it for Donna.

Donna and the rest of the team, here's

what I need from everyone.

You need to realize that you don't need

to have a two and a half hour lunch

when you want to build an empire.

You have to realize that some of the hours you

spent on a meeting are a wasted hour,

and it only needs to be 15 minutes.

What I've become remarkable at, and what others that I've

seen become remarkable at, they've

become much better at time management.

A lot of people here felt overwhelmed by asking

for three posts a day.

Posting on eight platforms, six, five minutes.

I'm not even asking them to do best practices

and do it slightly different.

I'm just trying to get them going, training wheels.

It's the key is they have to find a system of how

to make the content.

Someone said, how?

Marie, the way you do that is you go on a podcast

that has five listeners, because you

want to be asked 15 questions so that you

can use for your content.

How?

You start going live on Instagram and just answering

people's questions on TikTok, because those questions

are your content data.

This is real talk.

One of the reasons I'm here.

This is real.

Because you know, this is not my normal fee.

It's just as a content data.

Like, literally, I knew that I had to go to a gallery.

You know, I need to 15 minutes early to make my son's thing.

I'm like, oh, I'm going to be in a suit.

That's content that I'm not used to seeing.

Like, I'm thinking of this as a production day.

My cameraman's right there, just as much as I'm thinking

about right.

So when he came in with the crew and started doing content,

the moment he got here.

Yeah, because I was a little early.

We made content, like, once you get into the mindset

of I'm a production company that happens to do this

for a living, it changes everything, friends.

And so you're putting yourself in a position

to make content, going live with your audience

and bringing value, making a post that says,

what questions do you have?

Here's a Google link in my bio.

I'll see you tomorrow from 4 to 5 p.m.

And answer all your questions.

You film that, you then cut that up,

and that becomes your content.

You're bringing karma value to your audience,

but you're using it as a production day,

because you need to fill your pipe of content,

and then it's consistency, just like Daniela said.

Let's play for that for the rest of the day.

I'm an aesthetic business, a Met Spa Plastic Surgeon.

Yes.

I'm well-miss for peptides.

You see it going by one time.

My wife was on it 10 years ago.

She won again on that stuff.

So if you are that, right?

And you're just getting started.

What content ideas come to your brain immediately?

Like, that would be gold.

Friends, do all of you know the green screens

where you take an article, and you're

talking over the article?

Does everybody know what a green screen is?

And again, if you don't know what a green screen is,

you go to chat, you be tea, or a cloth,

and say, what's a green screen, Gary told me,

everybody in this room should do one green screen a day.

You wake up in the morning, you get all your Google alerts,

or you get a chat AI bot to give you

all the articles about your industry, peptides.

Plastics, right?

What are the trends of looks-maxing.

Boys are now fucking, sorry, Donna.

You got a son.

So you get all the threads, all the articles,

all of the articles that are being written.

You find one that you agree with, one that you think

you can talk about, one that you think you can disagree

with it, and you make it a video of you being like,

hey, the Health and Wellness Magazine today

talked about peptides blah, blah, blah.

It's an ozampic blah, blah, blah.

Clean eating, like my wife talks about like,

no chemicals, no red dye.

Like, whatever, you guys on the,

why those jobs are trending?

Or, or, did you know ear tucks?

I don't know this crap, you know?

But you're in the game of commenting

because you all know the information.

So every day, everybody, everybody here

can screenshot an article,

and then make a video over the article.

You've all seen it's called green screening,

how do I green screen on Instagram?

I do it every day myself.

Like, I do it myself, not even with my team.

That alone should keep everyone here busy.

That's a great idea.

The next post, that's the 9 a.m. post.

7 a.m., workout, coffee,

ooh, interesting article about peptides,

green screen, they're wrong about this article

when everyone's getting mixed up on

is the green versus the red, or the 174 versus the 19,

or, you know, all this stuff, next post, midday.

Hey, everybody, I did a peptides post

that you just saw.

Ask me all your questions on peptides later tomorrow

at 9 a.m., the Google link is in my bio.

You show up at 9, now you have 13 people there.

First of all, they're pumped because they follow you.

Now they're getting access, right?

But you're filming that whole thing.

Somebody asks a question that sends you into a rant,

that becomes the clip that changes your career.

That's how, brother.

That's how.

What do you all think?

That's practicals to get.

I think that's the idea.

Can everyone do that?

Like, that literally just allowed people

to make two posts a day.

The first one is a take on an article in green screen.

The second one is inviting them to alive the next day.

The next day you do the live,

the next day you do the live in the morning,

while you're producing, clipping that,

you're also doing another article.

And it be, friends, you all know this.

All of you've gotten into a pattern

and gotten good at something eventually.

And that's it.

That's why they're here.

That's why they're here.

That was awesome.

Thank you.

For me, it's fun because a lot of you, you included,

you guys know me up here.

Sometimes when I have a little more time,

I can get even more detail.

The reality is, my game is really in the trenches.

I'm a true practitioner.

I run a $400 million a year agency.

Not valuation.

We do $400 million in revenue.

2,500 people globally.

And in the company, me as the CEO,

I know how to do social marketing

better than anybody who works for me.

And you now see how important it is for CEO

to have a brand and all those other things.

Yeah, I was way ahead of that.

Yeah, way, way ahead.

And that's what I'll tell you, folks, is,

the reality.

I'm Brittany's trying to show the butt fumble

because that's a Jets disc.

Brittany, I'm going to find you

and I'm mad at you, Brittany.

Brittany, I'm finding you just so you know.

So one thing you do.

I'm a big Jets fan, everyone.

Yeah, yeah.

One thing you talk about is being first, right?

You've been first in so many different trends.

You've been talking about social shopping.

You've been talking about blue, all sorts of different things.

Why does being first matter to you?

Like, why be a pioneer, why innovate?

Is there any benefit to do that?

You said it right, attention's the biggest asset.

I try to get attention at the best price.

Why buy beachfront property in Malibu first?

Why?

Because nine years later, 40 years later.

I appreciate it.

If you can get it, this is why I want people.

Everybody, who's admit this?

Everybody admit this, say I admit it.

Who is overly reliant on Instagram?

Here's why.

When I was going crazy and talking about Instagram in 2014,

the opportunity to land grab attention was there.

You know, because everybody knows, famously,

I was the loudest voice about TikTok.

And everybody resisted.

How many of you, fuck?

That's for kids, dancing, it's weird.

How many of you heard me talking about TikTok in 2017,

18, and hesitated, and wish you didn't, say,

2018 in the chat.

Or if you just say I did it, if you actually followed me.

So like, you know, when you look at these results,

it's the same game with me, live shopping,

TikTok shop, whatnot, all this live shopping thing

is huge for this audience, especially if they're selling

it over to the counter, a physical product.

But guess what, in China, where this has already happened,

people are booking appointments through live shopping.

Yeah.

Like literally being on TikTok shop and saying,

you want a new shop?

Click it down below, $40,000.

That's why it's real.

We might be building something like this

for the industry.

Good for you.

Maybe so.

So I love that.

You're going to meet Dr. Johnny later.

Dr. Johnny, he's amazing.

He does exactly that live shopping.

Makes about 200,000 right there.

200,000 in a single stream of course.

Of course.

Dr. Johnny's an absolute innovator.

Of course.

He follows that advice to the team.

It makes sense.

I've seen it, it's real.

I don't, the reason I get credit for predicting things

is I don't predict.

I just watch things and I'm loud and fast

when it's actually happened.

I can tell you right now that the far majority of this room,

when I see Carmine say, what's your take on SCO?

SCO is basically where the yellow pages was 25 years ago.

Yep.

SCO is going to get hit.

I've had a lot of trouble one of my posts

about saying that.

They're like, SCO isn't this.

SCO is that.

By the way, nothing is dead.

Nothing is dead.

Nothing dies.

Like people can do, people can do newspaper ads right now.

You can do direct mail.

The question is, what can you do better for the same price?

Investing in getting your AEO, GEO up, right?

Making content on YouTube shorts to show up on Gemini.

Yeah.

Is going to be more effective in-

Say that again, because I think people miss that.

Making content on YouTube shorts, so the content

and the words you say gets indexed and then shows up

on Gemini search results matters.

And things move fast, right?

Daniela goes Reddit.

Reddit was the hot place of source six months ago.

It's declining, because the LLMs are seeing a lot of it

as kind of just blurry, where socials

a little bit more crisp, I'll say it that way.

So things move quickly, and that's the game we need to be in.

Guys, we've got five minutes left.

If you have a question putting your chat,

put it in the chat, we'll see if we can find one for you.

I see Pinterest.

I see Google ads.

Here's what I would say, friends.

Obviously, I'm going to run out of time here.

Obviously, you can hit me up.

I'm Gary V.E. Everywhere.

I answer a lot of questions.

You can obviously follow people that are doing things.

Here's what I need from all of you.

This is how I can leave you with the best value.

You must spend an hour or two a day on attention.

You must be a student.

I still at this point do that.

Like I wake up in the morning and want to know

what's happening in culture.

I want to know what's happening with the platforms.

If I could just get all of you to allocate one to two hours

a day on attention and making for attention.

And cutting an hour and a half meeting

that is meaningless to 45 minutes, right?

Find the time.

Yeah, when people like I have no time,

nobody has, I'm booked every minute.

And I find that I used to make that excuse

about health and wellness.

I didn't have time to work out.

Of course I did.

It was a excuse because I didn't want to do the work.

People have time to do live shopping.

People have time to spend.

Now, here's what's cool about it.

If I get them looking for articles to make content around,

and I get them to research,

if I can get everyone here into an hour of research a day,

15 minutes for the article you want to make

to green screen, and then 30, 40 minutes of best practices

of how to get your content seen organically

on Pinterest, TikTok, Instagram, Facebook.

And by the way, you just type it in.

One of the current best practices

of getting seen on Pinterest.

I'm selling peptides.

How do I, I want to, like you're just asking

with AI now, there is no like advice

of what's the best article or the best platform.

It's called AI.

Sarah, you find the best articles by literally using Google

and Claude or Chatchy BT to say,

I'm looking for articles today about peptides,

about skin care, about facelifts, around tucks,

around, do people break legs and get heightened now?

Is that real?

I don't know.

Guys, are we breaking, because I can use three or four inches,

I'll go to Turkey and fucking hair,

like, you know, like whatever the hell you're in.

Make anything bigger nowadays, Gary.

We're talking penis.

Yeah, anything.

Okay, got it.

You know, like, like, you know, so like I,

I just think that all you have to do, everyone,

is search it on an AI bot or a search engine.

All the articles show up.

If you're really smart, if you're advanced in here

and you're already vibe coding

or know how to work with AI,

the articles will come into you every morning.

Can create a newsletter.

I'm giving you advice from a year ago, by the way.

The right thing is you're getting an email from Claude

with 43 articles that are deeply about what you do

for a living across the whole universe.

And this is just an incredible, incredible,

incredible time to be an entrepreneur.

It seems harder than ever.

They're gonna scare you, everyone.

I'm gonna get close again.

Because I know there's not a lot of time.

I gotta get close, because I'm excited about this.

Friends, they're gonna try to scare you and tell you

you're dead, because AI's gonna kill you.

It's the reverse.

It's the reverse.

You're all gonna be able to weaponize all this AI

and all this social and take your businesses to the next level.

Here's the problem.

Newsletters are good, especially in Substack.

Here's the problem.

How many of you are willing to put in the work?

Right, like this is the thing.

A lot of you have put in, buddy,

a lot of them put in work to get to this spot.

Yeah.

But now they've made a little bug.

You know who's most upset?

The people that have made a little something.

Yes.

Because they wanted to stay still.

But that's not how it works.

The question here is, do people want to put in the work?

And like my point of view is like,

if you don't put in the work, you're gonna lose.

Like, what are we talking about here?

By the way, don't come to seminars like this

and go get a job.

And I don't look down on that.

By the way, I hate that people look down on it.

If you're tired, if you're washed up.

Don't be in the game.

If you're no longer the best of the, like,

go work for something.

There's a million options here.

But if you're looking to win,

it is social and AI's combination right now

for this industry and the opportunity is extraordinary.

If you were to break these down, break this down

into three actionable tips for folks

who are on the fence or who need that push

to get more comfortable in front of the camera,

what would you say?

And you could just deliver like number one would be.

Step one is go back to your youth

and remember swimming, kissing a girl, riding a bike,

asking a girl or a guy out,

like you just have to jump.

Like you've got to fucking tune it out and jump.

Step one is a mental thing, jump, jump.

I'm trying to push you, jump.

I agree.

There was just a really cool analogy that I heard.

It was like throwing your backpack over the fence analogy.

I like that.

Yeah, it's like a great analogy.

Cutting the bridge behind you, you know?

It's like, if you're on an adventure

and you throw your backpack over there,

you're gonna have to get it.

My thing is like we're done with high school.

Yeah, I mean, some people are still in high school,

but like, you know, like, yeah.

Like I don't understand 38-year-old grown-ass men

being worried if Johnny Pants 45 says they're fat

or they suck.

Like we're not in grammar school.

Like it's over, like getting me fun out,

what are we talking about?

Yeah, you know, I think people look too,

for people look into that way more than people actually care.

Like nobody, even filming in public,

they think people care, but people really don't.

Listen, I'm proud with the Iraq to have pioneered that.

It felt right to me when I was doing that in 14, 15,

whenever we started that.

And like, back then, that's 10 years ago now almost.

Like people would look,

but they thought it was a reality show back then.

Now it's common-sake to see somebody walking around

and somebody feeling them like, people don't care.

People are worried about their own shit.

This is, I call it the high school zit rule.

Remember when we were all like, oh fuck,

I got a fucking massive zit and you're all fucking worried.

And what you realized when you get older is like, oh shit,

everybody else was worried about their zit.

Too much to even worry about yours it.

And then more importantly, you learn,

if somebody was calling out yours it,

they're in the worst place,

because they were attacking you,

because they were scared that you're gonna attack them.

Yeah, basically, I mean, dude,

I have this stain on my shirt.

I don't care, I do.

I got shit on by Bird on the way here.

That's incredible.

I didn't eat it.

You know why that's incredible, right?

What?

Every culture getting shit on a bird is good luck.

Good luck, yup.

It's a fucking great day.

I'm filling up your shit up.

It's me today.

I'm Filipino, so that's like a huge Filipino saying yeah.

Not just once, but twice.

Tell you, let me lay, you got shit on twice?

Yeah, I'm just one on the shoulder.

In Filipino culture, what does it mean

if a bird shits on you?

This is like my favorite part of fucking Shatchy BD.

I wanna, like, in Filipino culture,

if a bird poops on you, I like a Shatchy BD, correct it.

It's generally taken as a sign of unexpected good luck.

I mean, look at today.

I mean, if my mom or my grandma's past,

but if my grandma or my mom and dad,

like the old country, Russia, when a bird shits on,

we like fucking celebrate.

I love that.

You know, there's actually so many,

now we're getting off topic, now we're just chopping it up.

But there's actually, I made this short film

that had to do with this.

Did you ever have one of those blue tin cookie jars?

Oh, yeah.

They hadn't even, so whenever, yeah.

There's never cookies in it.

With a little, yeah.

There's, my grandma had like, little like,

stuff for her sewing machine in them.

Same.

I made a short film,

and I thought that was like,

unique to Filipino culture.

Every immigrant said it.

Yeah, and I was like, that's fascinating.

Yeah. Okay, so let's move on.

Yes.

Number two, what would it be?

Tip number two is definitely, you know,

go with things you know.

Talk about things, step, definitely step number two

is talk about shit you know, not that you memorized.

The reason it flows for people like me and others

is they talk about shit they know.

When you have to study this script

and all this, you become fucking robotic,

you're fucking regurgitating,

you're trying to memorize shit.

Talk about shit you know,

and you will always dominate the camera.

Agreed.

Yeah, no, I think people can feel immediately,

if you're knowledgeable, if you're passionate,

I think people get, you know, they get,

I don't even wanna say inspired,

they find like a viral trend that they wanna try out themselves

and they put themselves in a place

where they're talking about something based off

of what they've seen on the internet

and not something that they're truly passionate about.

Yeah, I think that's right.

They're trying to trend jack.

They're trying to ride some sort of wave to get it.

But when it's, I mean, I see every trend

and I jump on almost none of them

because they're not about, I'm not about that light.

I love that.

Number three.

It's not the equipment motherfucker.

Number three, tip number three is very basic.

It is not the equipment.

It's the quality of the content

and the value behind the content.

Meaning, I always use this analogy for film people,

for cameras to talk.

I remember this one kid on my tennis team.

He bought the best sneakers, the best gear,

had the craziest racket.

Like he just came out like he was fucking featherer

and he got his ass kicked because he sucks a tennis.

Right, you guys know this.

Everyone's got different equipment, different things.

I built my entire career on a $300 camera

from Best Buy, no mic, no lighting.

Thousand episodes, no mic, no lighting.

I've seen one library that deep.

It was ghetto, it looked like I was a fucking hostage

in Afghanistan, like it was no light, no audio.

And look, production values got value.

Like we all see it.

When shot alive, takes photos of me versus my iPhone,

you see it, we're revving up now,

trains for a stay like, we're gonna do it.

But like, but for all of you, the real talk

is you're not gonna outspend someone.

The equipment's not the game.

So many of you, because money is what you have,

are gonna go spend $15,000 doing it all right.

I think I'm nine views,

because you're not about the first two things.

Agreed, you know, you can't make a story with the best camera

if you don't know how to tell a story.

That's literally the basis of everything

I talk about on my page.

Good for you, man.

Man, well thank you for your time.

Of course, my man.

Great tips, I hope all of you can go home

and put those to practice.

And PS, everybody go outside, spend more time outside,

so a bird can shit on you and you can have a lucky day.

Just like this, thank you so much, man.

Pleasure.

Can we snap this flake with this camera?

Of course.

Here we go.

Thank you.

Oh, wow.

Awesome.

It's not that good.

Thank you, man.

Pleasure.

Good luck to you.

Thanks, Frank.

Thanks, Mike.