Jake Berry
If the idea of posting daily videos on TikTok, LinkedIn, Facebook, YouTube Shorts, and Instagram makes you break into a cold sweat—relax. You’re not alone. But according to Gary Vaynerchuk (and, frankly, reality), the cold hard truth is: the businesses that adapt to modern marketing are the ones that survive. The rest? Well… say hello to the fate of your local Blockbuster.
Step 1: Accept Reality—Social Media Runs the World Now
Most businesses are stuck in outdated thinking.
Remember when Google ads ruled the world? (Heck, remember Yellow Pages?) Well, search is changing. Fast.
People aren’t “Googling” as much—they’re asking ChatGPT, binging TikTok, or surfing Instagram. Clicking Google ads is so 2017.
If you rely solely on search right now, you’re standing in the ocean holding a fax machine.
It’s time to find your surfboard—and ride the new wave.
Step 2: Stop Making Excuses About Posting Content
“How many of you are actually posting valuable, daily content on all major platforms?”
Cue the awkward silence.
The math is simple:
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80–90% of business owners say they “do” social media.
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About 3% say it’s actually driving their business growth.
The difference? The ones growing are good at it.
(Not “I post once a month when I remember,” but real, daily, audience-driven content.)
Step 3: Focus on the “Interest Graph,” Not the “Follower Graph”
Here’s the shift most businesses are missing:
Old Model:
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Get followers ➔ Post stuff ➔ Hope they see it.
New Model (aka “Interest Graph”):
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Create content that matches interests ➔ Platforms serve it to people based on what they love ➔ You get discovered even without a huge following.
Translation:
You don’t need 1 million followers. You need content that TikTok, Instagram, and YouTube want to show people.
Interest is king. (Your aunt posting about her pet pig? Not so much.)
Step 4: What the Heck Should You Post Every Day?
Not sure what to post daily?
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“How-To” Tutorials (Show customers how to fix tiny things without you. Ironically, they’ll trust you more and hire you anyway.)
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Behind-the-Scenes footage of your projects.
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Customer Reviews or Business Shoutouts (Review the pizza place whose oven you fixed. Build goodwill.)
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Your Personal Hobbies (Golf, barbecue, dancing—people connect with people.)
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Funny or Educational Rants (A little humor goes a long way.)
Key: Always slightly tweak the post for the platform.
(TikTok = fun, quick. LinkedIn = professional, polished.)
Step 5: How to Know If Your Content Is Good
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Post organically.
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If it gets more views than normal, boost it with a small paid ad (especially on Facebook).
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Target a 5–10–15 mile radius around your business.
Congrats—you’re now using creative validation to minimize ad risk.
No more lighting your budget on fire for ads that no one cares about.
Step 6: Build Brand Now or Be Forgotten Later
“Brand is the only thing that protects you when technology changes.”
When AI kills off search ads, when Alexa chooses your plumber, when no one types into Google anymore—your brand is the only thing customers will recognize.
If people don’t know you, algorithms will decide who they hire.
(Spoiler alert: it probably won’t be you.)
Choose a Side — Go “All In” on Social or Go Full Thank You Economy
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Social Media Machine: Daily content. Smart ads. Audience building.
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Radical Kindness: Old-school relationship building. Handwritten notes. Thoughtful gifts. Unscalable acts of kindness.
Whatever you do, don’t stay stuck in the middle.
(That’s where businesses quietly shrink into oblivion while muttering “we tried social media once…”)
Quick Action Plan (No Excuses):
✅ Commit to one new video or post per day.
✅ Focus on education, entertainment, or value — not just “buy now!” spam.
✅ Boost your best content with small, local ad spends.
✅ Build brand. Build trust. Build attention.