LOS ANGELES — While attending his annual VeeCon conference in Downtown Los Angeles, entrepreneur, philanthropist, and speaker, Gary Vaynerchuk aka Gary Vee shared some of his wisdom in an exclusive conversation with Nitecast Media.
In a world where social media platforms are constantly evolving, the recent discussions about Twitter potentially altering its visible metrics system have sparked conversations about how content creators can adapt while continuing to thrive. Although X’s (formerly known as Twitter’s) proposed changes might impact public visibility of likes and shares, metrics would still be available on the back end. Thus, creators can reassure brands like Coca-Cola, Puma, or Snickers of their reach by showcasing private analytics demonstrating audience engagement.
“Just because it wouldn’t be out in public doesn’t mean we lose our leverage. With the metrics available in the background, we can still prove our impact to brands and agencies,” said Gary Vee.
Before 2025, Vee emphasized the importance of adaptation and innovation, given the evolving landscape influenced by new technologies and algorithms. AI advancements present new opportunities and challenges alike.
“The key is continual improvement. We can’t rely on strategies from 2009 when social media was less crowded, and we had less competition. Today, the quality of content matters more than ever, as everyone has access to high-quality production tools,” he said.
Creators must now strive for authenticity and engagement, focusing on producing content that resonates deeply with audiences. This environment pushes creatives to hone their storytelling skills and connect personally with their followers.
“The world’s changed. They have to get better at it. I wrote my last book, ‘Day Trading Attention,’ to give people a manual. You have to care about the thumbnail. The thumbnail for this interview could mean a difference of 100,000 views,” Vee explained. “The title overlay, the copy, the clip—all of these elements involve a surprising amount of science in the art. But many people just think, ‘This looks good,’ and then post. So, the answer to your question is: they have to be better.”
Moreover, leveraging diverse platforms and exploring different content forms—text, audio, or video—can help maintain and grow engagement. With technological advancements, creators are equipped with unprecedented tools, but the challenge is to use these tools strategically to stand out in a saturated market.
While visible social media metrics might shift, the essentials of creativity and meaningful engagement remain unchanged. It’s about embracing change, leveraging new technologies, and continuing to find innovative ways to connect with audiences.
