Victor Delgado
Social Media mentions are the new digital money Victor

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Yesterday I found an article on Flipboard that left me thinking, which said: “Gary Vaynerchuk would Like You to Edit His Videos for Free” which he basically said: You give me content and i give you exposure in my social media platforms. After a few minutes I confirmed certain things:

1. Digital marketing will not stop growing.

2. Social networks will be even more influential in every aspect of our lives.

3. The importance of having a personal brand.

Now I will explain a little more about it and why this type of compensation will be increasingly frequent:

Mentions from influencers are the new black in digital marketing.

Gary Vaynerchuk is an American serial entrepreneur, chosen four times as the best-selling author by the New York Times magazine, speaker and an Internet personality recognized worldwide. Initially known for being an important wine critic who grew the His family’s business of $ 3 million to $ 60 million, Vaynerchuk is best known for being a pioneer of digital marketing and social media at the helm of New York-based VaynerMedia and VaynerX.

Vaynerchuk is an angel investor or advisor to Uber, Birchbox, Snapchat, Facebook, Twitter and Tumblr, among others. He is a regular keynote speaker at world conferences on entrepreneurship and technology.

The entrepreneur has an estimated net worth of $160 million. (Source: wikipedia)

So yeah, Gary knows what he is talking about when he refers to social media development and future trends of this tech industry.

Yes Gary, marketers loves you.

The new initiative was outlined by Vaynerchuk in a blog post last month. Creators make something from a vast video library of Vaynerchuck quotes and submit a short edited clip or graphic. If it’s used they will be credited, though not paid.

Vaynerchuk acknowledged there may be criticism about the lack of compensation, tackling it head-on in his blog post. He values “exposure more than cash”. Vaynerchuk said the initiative will “empower creators to put out more content to grow their brands or their portfolio” and “expand the post-production capabilities of our team given our incredibly large database of content”.


His “content army” (which is how he calls this outsourced group of freelancers he wants to reclute) is designed to help Vaynerchuk and his team continue to execute what he calls his “content pyramid”, where a “pillar piece of content”, for instance a daily vlog, can be broken down into 30 smaller pieces of content to be distributed across his various social channels. (Source: Medium)

To succeed in business you should be prepared to work for someone you admire for free (Gary Vaynerchuk)

If you don’t have basic notions of digital marketing, you will most likely think that Gary is a freelancers operator who only wants to belittle audiovisual work because he doesn’t want to give you money.

But in reality what Gary is doing is much more than that: It gives you the opportunity to expose your brand on the different social media platforms that it has which gives you the possibility that millions of people enter your social networks and are potential your customers.

To give you an idea, I leave the figures of their social networks:

His instagram account has 7.3M followers, his youtube account has 2.5M suscribers, his Facebook Fanpage has 3.4M fans, his Twitter account has 2M followers. And his other platforms like Linkdedin, podcast and tiktok account (find them here).

In conclusion, what Gary proposes makes a lot of sense in terms of marketing and therefore in the economic aspect.

Isn´t it?

Gary´s proposal has definitely given a very controversial issue since it goes against the ethics of many people but summarizes the reality of many others.

I say it from my personal experience as a Freelancer: It is inevitable that from time to time you have faced a project like Gary’s; however you need to have your limits very well defined to know if that will bring benefits to your brand.

For example, if I had the opportunity to create written content for free for a company or person in my niche that inspires me, I would not hesitate to do so since I am sure that I will have these benefits:

a. Improve my personal brand on the web.

b. Having more contacts that will give me more projects to participate in the future.

c. Improve my portfolio.

d. Have the posibility to be recommended by Gary or being hired by one of his companies.

On the last bullet point I have described there are examples:

His followers know the names of employees like DRock, who started out working for free and now regularly features in GaryVee videos as a creator and colleague.

Another example is Steve Campbell spent seven years ‘hustling’ for Vaynerchuk and is glad he initially took an unpaid job at VaynerMedia. “For me, it was the one card I had to play to get in the door early,” he says. “The decision to pack up my things and ship off to NYC was one of the best moves I could have possibly made, especially for my career.” he said. (Source: Medium)

Doing it for free at the beginning isn´t always bad!

In case you do not have the great opportunity to do a freelance job for this type of personalities, the best thing is:

  1. Create a portfolio with your own work that you have made yourself. Example: make your own articles, videos or material you make. You don’t need to wait for someone to hire you to show your talent.
  2. Consider charging less at the beginning is a very common policy that freelancers have when they start their careers by their own. The reason is very simple: More possibilities to atract more clients to see your job and how you work with them.
  3. Position yourself with empathy: Not only is the final result important, but you must make an excellent impression on them throughout the experience you give them while they work with you. Empathy with the client must be your commandment number. One of the things that all clients want is: to understand their needs.

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