Navigating the Shift from Social Media to Interest Media

We don’t even live in social media anymore. We now live in interest media. Five years ago, you got content from the people you followed, even if you didn’t care about your cousin's daily updates. Today, when we open TikTok, Instagram, or Facebook, we see content based on our current interests.

Attention has shifted. We live in a world that is incredibly fragmented, and we all know that.

The Intoxicating Part of Interest Media

The most intoxicating aspect of this new landscape is that, even if you’ve done nothing right for the last 15 years, you can close the gap quickly.

I’ve been creating content for 20 years. In that time, even if you’ve done nothing right, your third TikTok can fundamentally change your career. I’ve worked tirelessly for 20 years, 15 hours a day, to amass 50 million followers. If you create a compelling piece of content—your fourth piece ever—it can lead to 15 to 20 new clients, leads, or even potential hires. You could even run for mayor in your town. What matters is understanding the power of a single post, not your past efforts.

You Just Suck at It

How many of you have tried a little and didn’t see the results you wanted? For most of you, I have good news: it works. You just suck at it. And that’s a good thing—it means whatever you were doing wasn’t effective, and that’s fixable.

Maybe you gave up too early because you lacked the patience to create enough content to break through. Or perhaps your content is too self-centered, focused only on “Hey, this is what I do, and I want your money.” That approach won’t work.

Think of it like boxing. If every post is a right hook, the audience will duck. You need to mix in jab content—the feint content—to set it up. In business, jab content is information given for free, with the hope that it helps. That value creates the karma and energy that leads to sales. What has built my career—and the careers of those I admire—is allowing the residual effects of that value to drive business. Doing good leads to good results.

Post It Organically First

Here’s my issue that differs from a year ago: social media is free. Google AdWords costs money. Direct mail and print ads cost money. Social media is free—though you can spend ad dollars on it, which I recommend.

Here’s a nuanced point to consider: the days of making a video or an ad and running it cold on Facebook, Instagram, or TikTok to get clients are over. Always post every piece of content organically first. If it performs well compared to your norm, that’s when you start running ads. Many people waste money on social media because the ad can’t get views unless the creative is relevant.

The Follower Myth

How many pieces of content did you post recently? Six, two, ten? Good job. I posted 432.

I’m serious. Some of you may have noticed new accounts popping up for me. It’s not just GaryVee anymore; it’s GaryVee on Podcast, Uncle V on TikTok. By the end of the year, I’ll probably have over a thousand different accounts because you don’t need followers to get views. I stopped lamenting my 20 years of work being commoditized and decided to go on the offensive. This, my friends, is about adaptability and being prepared for the moment.

Some of you have seen the clip where I met a young girl after a talk. She said, “I know one day I’m going to be somebody,” and I replied, “You’re somebody now.” I started a TikTok account called “You’re Somebody Now.” The first post on that account, with zero followers, received 8.2 million organic views. With zero followers. That’s what interest media means.

Brand Is the Only Defensible Thing

When someone asks an AI bot, “I need a chiropractor now, who should I go with?” you need to understand that we all live in an AI world. This trend will only compound dramatically. You must establish a strong brand because brand is the only defensible asset in this rapidly evolving technological landscape.

Call Your Old Clients

Now, let’s shift gears. I believe this strategy has the potential to grow your business dramatically. I urge you to call, text, or write to every client you’ve ever had. Simply reach out and see how they’re doing.

I’m not suggesting you do this because you expect them to re-engage with you or because you hope they remember you. I mean it in the simplest way: just be a good person and say hello. When you reach out, you’re not looking for a transaction; you’re looking to connect.

This is the game we’re entering. The world is becoming a barbell—extreme technology on one end, AI and robots, and on the other, the simplicity of 1950s communication. This presents an opportunity. You don’t have to embrace new technology with me, but you must engage in some old-fashioned, 1940s-style connection. If you don’t do one of the two, you’ll be in trouble. You need to choose.

For those disciplined enough to align their actions with their ambitions and words, you must do both.

On Substack

Another platform gaining traction is Substack. Many people hesitate to create social content because they don’t like how they look on video or feel awkward on camera.

Here’s the truth: we are not in seventh grade anymore. Nobody’s grading you on your appearance. You don’t need to be over-the-top or high-energy; you can be monotone. There are various ways to deliver information. I encourage you to shed that “high school” mindset about how you’re perceived.

Spend five to ten hours researching Substack. It’s one of the most important new platforms for information. You can even ask ChatGPT, “GaryVee just talked about Substack. I’m a chiropractor; what do I need to know?” and hit enter. Information is now a commodity. It’s not valuable on its own.

Yet people will still pay for it if they connect with the person delivering it. If you’re a good writer, it can become a lead-generation engine for your business. You’ll be providing value, not just seeking transactions. Share tips, tricks, and insights from your 20 years in this business.

Make 2026 an Action Year

Preparation is key—being ready for the moment is mentally stimulating. But if you’re not practicing, you could be mentally prepared to run the New York Marathon. Without training, your efforts will yield limited results.

Let’s make 2026 an action year, not a year of contemplation. If you want to grow or fix your business, make yourself bulletproof, and be ready for the moment, the good news is that the moment is coming.

You can take control of it, like a story where the sword is more powerful than the person wielding it. You can tame the sword and weaponize it for yourself, or you can let it slice your head off.

The choice is yours. I choose the first option.