Sep 11, 2026 · 31 min
Gary Vaynerchuk bets on interest media and Snapchat’s next phase
The Most Underrated Social Media Platform You Need to Start Posting On
The episode offers a practical test for modern marketing: whether creative earns organic attention before brands spend heavily to amplify it.
- 1Interest-driven discovery now matters more than social connections across major platforms.
- 2Organic views provide an early signal for creative relevance before paid media investment.
- 3Snapchat’s chat, Spotlight, and live-commerce potential create opportunities beyond conventional advertising.
Don't miss
Gary Vaynerchuk lays out a Snapchat playbook built around winning organically on Spotlight before adding native performance elements.
The brief
Gary Vaynerchuk argues that social media has shifted from social graphs to interest media, making relevance—not personal connection—the main engine of discovery.
His practical test for relevance is organic reach: if an unconventional idea earns unusually strong views, it may deserve investment even when it feels off-brand.
The Snapchat discussion moves beyond Spotlight to chat, filters, AR, and the app’s native behaviors, with chat positioned as the platform’s durable center.
Gary sees AI accelerating creative production and predicts a QVC-like future for social platforms, where live shopping turns attention into real-time commerce.
The episode’s playbook is to win attention organically on Spotlight, then use Snapchat’s performance tools and creator-led chat ads to move audiences toward purchase.