I’ve spent years studying and implementing the strategies of marketing giants like Gary Vaynerchuk (GaryVee), and there’s one myth I need to bust wide open: the idea that social media success requires perfection.
When I analyzed GaryVee’s recent comments on content creation, one statement hit me like a ton of bricks: “Followers are done. Content now comes to you.” This single insight completely shifts how we should approach social media in 2023.
The obsession with having a “perfect grid” on Instagram or flawless content across platforms is not just unnecessary—it’s actively harmful to your growth. As Gary bluntly puts it, perfect is as fictional as “the Easter Bunny and Santa Claus.” Yet I still see countless creators paralyzed by this pursuit of an unattainable standard.
What Actually Drives Social Media Growth in 2023
After studying the algorithms and user behavior across platforms, I’ve identified what truly matters for growth:
- Creating content that delivers genuine value to your audience
- Crafting strong thumbnails and hooks (first 3 seconds matter most)
- Writing compelling copy that supports your visual content
- Building community through consistent engagement
- Responding to comments and DMs (yes, ALL of them)
The last point deserves special attention. GaryVee called out a painful truth when he said: “People got like 13 fans trying to get a million and don’t give a damn about their 13 fans.” I’ve seen this repeatedly with clients who chase follower counts while ignoring the community they already have.
The Feed-to-Follow Pipeline Is Changing
According to GaryVee, “over 90% of follows come from the feed.” This means your content needs to perform well in the discovery phase before anyone even considers following you. But here’s the kicker—he also notes that “more than 50% of people now don’t follow at all anyway.”
This represents a fundamental shift in how social platforms work. The algorithms now prioritize delivering relevant content regardless of whether users follow the creator. This means your growth strategy must focus on making each piece of content stand on its own merit rather than trying to build a cohesive profile aesthetic.
Start Creating Without Fear of Commitment
Many creators I work with suffer from the same fear: that posting about one topic will lock them into that niche forever. When someone expressed concern about posting food content because it might prevent them from sharing other interests later, GaryVee’s response was illuminating.
He reminded everyone that he made “a thousand wine videos” and was known as “the wine guy” before building Vayner Media. Now, most people don’t even associate him with wine anymore. Your content today doesn’t determine your identity forever.
This freedom to evolve is something I emphasize with all my clients. Your interests can and should be reflected in your content, even if they seem disconnected. The person who wanted to share content about gourmet mushrooms was told simply: “Share your fungus, my dude.”
The AI Factor in Content Creation
While discussing content strategy, GaryVee made a point about AI that struck me as particularly relevant: “If you use your brain, you’ll be fine. If you don’t, AI will destroy you.”
This applies directly to content creation. Those who mindlessly follow formulas without understanding why they work will eventually be replaced. But creators who think strategically, bring unique perspectives, and build genuine connections will thrive alongside AI tools.
I’ve seen this playing out already with clients who use AI as an enhancer rather than a replacement for creative thinking. The most successful creators use AI to handle repetitive tasks while focusing their human creativity on what machines can’t replicate: authentic connection.
The Practical Path Forward
If you’re feeling stuck in your content creation journey, here’s my actionable advice based on GaryVee’s insights:
- Stop waiting for perfection—post that content you’ve been sitting on
- Focus on providing value in every piece of content
- Respond to every comment and DM while your audience is small
- Test different content types without fear of being pigeonholed
- Use the content that performs well as a guide for what to create more of
For local businesses specifically, GaryVee recommends taking videos that perform well organically and converting them into ads targeted within a 10-mile radius. This hyper-local approach combines the best of organic content with paid amplification.
The landscape of social media continues to evolve, but the fundamentals remain: create value, build community, and don’t let perfectionism stop you from starting. The algorithms will reward those who consistently show up with valuable content—not those with the most aesthetically pleasing profiles.
Remember, in GaryVee’s words: “Perfect is fake.” What’s real is the connection you can build with an audience that values what you have to share. So stop overthinking and start creating.