What Every CEO Must Know About Branding in Today’s Digital World | Dawson Gibbs

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What is up, Entrepreneur DNA fam? This episode has a guest that I think all you guys are going to want to hear from.

This is a brand specialist, a content specialist, someone who knows how to take the brand and create growth and use your content for that growth so you can do whatever you want with your brand, with your company, and target the very right people that you want to be targeting.

Dawson Gibbs is in the house. What's up, dude? What's happening? What are you having to me? Yeah, dude.
This is going to be good.

The reason why I think this is going to be so good is because this is your wheelhouse.

And I personally have questions selfishly that I think our audience is going to get where I'm going to be asking your advice on what I'm doing with my brand and the rebranding and the advice you give me.

Awesome. Let's get it going.
So for all those out there watching this to some level, they probably have some level of social media. And if they don't, I'm going to say they absolutely should, right?

If you have any level of desire of growth in entrepreneurship or a business, everyone should have a level of social media. Wouldn't you agree? 100%.

Social media, I mean, if you have a a business in general, you're just trying to grow something and yourself as a founder or a CEO, you don't have any type of social media, then you're kind of leading your brand blind, right?

So that gives you even more credibility as a CEO, as a founder of a brand.

When someone wants to partner up with you and they have no idea who you are, but they can go to your Instagram or your TikTok and you have all these videos talking to the camera.

They know kind of like who you are and what type of person that you are.

I mean, I can't tell you how many deals that I've gotten just because I had a following on Instagram and TikTok, where it gives that credibility.

And also, I'm not just leading my brand and also my company blind to other big CEOs that have a big following. We can kind of relate and it kind of gives that credibility.
So

I believe from our previous conversation, you've gone through kind of a rebranding of yourself, correct? Definitely, yeah. So, so let's get into this.

And hopefully I'm speaking to the audience as much as I'm taking in this conversation. Yeah, yeah.

But I personally, right this very moment, as we were sitting here, as of last week, I'd made a very strong decision to kind of rebrand myself and in what I put out on the social media world in what I podcast about.

And that is rebranding into, instead of the guy that can help you make money through real estate and use real estate as a catalyst to become rich and wealthy, what I really want to be able to do is point the faults that I've gone through and the challenges that I've faced and start to help people protect themselves around those potholes and speed bumps.

Because I believe everyone out there on social media, podcasts, et cetera, they're all out there. Here's how you you get rich.
Here's how you get wealthy. Here's how you get rich.

But there's no one out there saying, here's how you don't eat shit along the way. Here's how you don't fall into the depths of hell along the way.

There's no, you know, so I'm going through a very intentional rebranding because of my own experience, 2024 being the hardest financial year in business I've ever had.

It is coming from a place of the battle, the scars, right? So how do you go through a rebranding like that?

Number one, I mean, myself, even in the last 12, 12 to say 14 months, I've been going over a brief, rebranding myself.

And for the last six to seven years of social media, it was all about fitness, bodybuilding, you know, flexing the mirror type of things.

And had a bunch of success, got up to 200,000 followers on Instagram and ton of engagements, ton of comments, ton of followers. But I knew that.

I couldn't build something sustainable and a legacy and an empire of a big company with just like guys just want to follow me because it's like I was ripped. Yeah.
Right.

And I did some fitness coaching. I did some online coaching and made a pretty good amount of money per month.
And I was just like, ah, this is just not my type of thing.

So I, of course, didn't stop fitness. I didn't stop bodybuilding, but I kind of went back from that with my content, which I kind of just like completely stopped doing that.

And I just started talking more with my rebranding. I started connecting more with the audience that was following me.

Lost a pretty good amount of followers, like 10,000 followers from people that you know only follow me from bodybuilding or fitness which is totally totally okay because what now I'm doing is rebranding towards a marketing you know guru and trying to help entrepreneurs get better at social media get better at doing organic content how to connect with influencers how to you know why organic is so good and also we do paid ads on top of that and I want to give as much value as humanly possible it's not a lot of value of just like taking your show off of flexing right yeah so and if you want to attract big clients, you want to attract a really core audience, you have to be voluble and you have to be relatable.

So, like you talking about your losses or whatever it might be,

I've been, I've started doing that as well.

And you can see where you get more DMs, you get more comments that are actually like real people asking real questions all the time, not just like, you know, a guy just saying like fire emoji. Yeah.

So you can see that. It will take time.
A rebranding takes time. It's still taking time for me.
Sure.

And I just haven't had too too much time to like fully focus on my personal content because now we're i mean we're producing so much content for other brands yeah but now i'm trying to find a team behind me so like a videographer editor and content operator and to help me with my own personal stuff but definitely number one with rebranding is just be your be yourself be original do what you like to do just talk like you're talking to a friend on face time that's great so this is whether it's rebranding or maybe someone's out there struggling to try to do it right?

Like, oh, I don't love this.

I think that's the vast majority of people. I think myself, yourself, there's a very small amount of people who kind of like, I don't really care.

Like here, whether it's a photo or a video, like we have a little bit of this, I don't give a fuck, shoulder shrug, like whatever. It is what it is.
I think 99% of the people are not us.

We are the outliers. Talk to them.
Like, what can they start to, how do they reframe it in their head to say, okay, just get going? Just put it out there.

Because ideally, that's how they grow their business. That's how they get more clients.
That's how they make more money. That's how they do more good in the world.
That's how they offer more value.

Okay. So there's two things I can go from this.
Number one, the more value that you give an audience, you give someone, the more that you're reputable and you are still more credible in that space.

Like

you not doing content deflects away from how much knowledge someone knows that you have.

So the more that you post, the more that you talk to someone and give them more value, just like any type of relationship, you're kind of building a relationship with your audience, but in a particular niche of whatever market that you're in for your business, the more content that you put out, the more of a professional you look like.

So people want to pay you for your time or pay you for your value that you're giving them for free.

You know, instead of you like not doing that and trying to like pay them i mean uh you know charge them to pay you and they have no idea who you are they have no idea that you know anything because you've never done any videos or organically It's just like there's a fine line in between like how much you can't do that, right?

So, and then the other thing is

honestly, the biggest thing is a mindset thing.

It's either, hey, I did 30 videos this last month and I got zero sales from it, right? So that's number one, kind of like a sales thing.

Like people are not willing to do 12 months, eight years like I did in order to get a single amount of dollars from doing social media because

And you have to play like every single person that does a podcast, right? They're all about like, well, you know, it's going to take you 10 to 20 years to just see something.

More than likely, it probably will.

So the sooner you start, the sooner you will get that results back. And you have to be willing a mindset to go for the next to 10, 20 years.

But it might happen in three years, but you have to be ready for the 10-year span. And also, last thing is like, you have to stop caring about other people's opinions.
That's a normal thing.

that that is probably the single thing that stops people from achieving their goals and just like stepping forward is the fear of man like fear of man

fails everyone that's right so you just post it don't care what your mama says don't care what your best friend says just post it at the end of the day when people put their head on the pillow at night they're caring about their bills worrying about their family they're not thinking about you you know

for maybe three minutes of the day like you're not that big of a deal right so like just post it it. I've heard it in another way.
One of my mentors said, you want to really get morbid with it.

Think about how many of these people are going to show up to your funeral if you die. Exactly.
None. 100%.
Zero. Zero of them are going to have that level of care.
So get out of your own way.

They're going to think about you for 30 seconds. They're going to, you're going to fall out of their head and you're going to move on.

And, you know, one of the things I spoke to one of my one-on-one members the other day. And she's having a very hard time getting going on social.
I should probably just connect you guys.

But what I told her is she cares, she has more care about the judgment others are going to give her than the value she wants to provide.

It is more important for her to hide so she doesn't get judged than it is to provide the value. And I said,

then you're incongruent with yourself, which gives you another reason not to go out on social is because you're lying to yourself about you want to provide value, which she has all the expertise to provide the value.

but she has more

care inside of her about is she going to get judged and she has care to offer the value she has.

Yeah, and honestly, I tell most people when you're coming from a place of like you genuinely want to give the value, you are doing a disservice to others.

And if you reframe it saying, I'm actually harming others by not offering the value that I have, you could start to gain some courage and gain some like, I don't give a fuck.

I need to post this because otherwise I'm gonna hurt someone that potentially needs the value I have to provide. Yep, 100%.

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So you're now, where are you working? What is your agenda? You did this rebranding. You were the fitness guy.
You were the rip dabs guy.

You're now essentially working with individuals like myself and many others on their content. What's your main focus right now?

Main focus is the funny thing is like when I was 14, 15 doing entrepreneurship, I've, you know, had plenty of businesses before Evo.

And while I was doing bodybuilding fitness, I was also doing businesses and trying to do all that stuff. And I always like was trying to figure out what type of entrepreneur I was.

Like was I just a ventor? Would I could have just a couple of employees? But I always knew I just wanted like a massive team.

and be a leader and have like, you know, warriors behind me and just, you know, go to war. Did you come from an athletic background?

I played some baseball, played some football, but I quit all that once I started the GM probably, you know, like when I was 15. So played like one year in high school with baseball.
Yeah.

And I was like, ah, like, I'd rather just get ripped. So I just started doing that and

ran with that. So, and then from,

you know.

What I'm my main focus right now is just building this empire. We have been scaling for the first year.
I mean, just so fast.

It's crazy. So I don't think there's another fast and grow, faster growing content agency right now.
Like, I don't. What's your secret sauce? Just move fast.

Move faster than everyone else and just work harder. I mean, like, and everyone says that, but like,

it really is true. Like, if you do more work than other people and you're more fat, you're just faster and you have more urgency.

Like, the number one thing I tell my 20 employees is like, it's not about the quality response or the quality thing that you're going to put in in place. It's really just do it faster.
Yeah. Because

you only know what's quality after a quantity of things.

So if you just keep moving forward, you're going to fail. You're going to fail.
Everyone fails, even if it's like you think about it. Right.
Let me think about it for two weeks.

Like, oh, like 10,000 people already did that in the last two weeks because you thought about it. And now you're behind another two weeks.

So just keep moving forward. Like, I'm okay with failing at, of course, like first year of business.

Like, I'm, I don't, I tell all, also, I tell all my clients, I make my employees, it's like, look, we can get zero result results for all these clients that we have right now, and we'll still be okay because it's just in the first year and it's like a hundred clients, right?

Like there's millions of other people that we could potentially get over the next 10 years. Yeah.
Right. So just a perspective of like long-term nature and, um,

but yeah, for sure. I know I was going off a rant, but number one thing is Evo.

helping brands and also helping individuals just scale their social medias with organic content, paid ad campaigns. We, you know, we're an agency, so we run campaigns that also do the video.

So that's kind of a little bit different from other agencies where they only do campaigns or they only have specialists that run paid ads and then they don't have the content, right?

But we have thousands of creators, thousands of influencers, and we connect brands in the middle, right? In order to get them video content and also run the campaigns.

Because a person like yourself or some other people that are CEOs and also founders that do all this other stuff, you want to worry about things that like

with your product or with your employees. You don't want to be worrying about, like,

does this emotional pain point hook in this one video relate? Like, let's take care of that, right? Like, we know better. Just give us money and we'll be okay.
Yeah, so, yeah. So, you, you,

I think you're hitting on something that a lot of people need to think through here. First of all, what is your company? Where do they find you?

If they immediately are like, I need your help, where can they go to get your help? Uh, Evo Marketing Agency.

So, evo marketing.co is the website, and then Evo Marketing Agency is on Instagram and TikTok. Now, you can go to, you can also personally dm me evo dulson uh evo

and we pretty much are the centerstone the center point of brands influencers content creators it can be ugc or tick tock or whatever it might be um

and anyone that's like a creative mind as well so we have creative directors and stuff we're kind of the center point so if a brand needs thousands and thousands of pieces of content per month, you know, a clipping agency or whatever it might be, or, you know, we want to get your product into the TikTok algorithm.

We're going to push thousands of videos out there with, you know, 20 creators and they're going to make unlimited amount of videos.

So that's number one.

And also from the organic side of things, you take the top 20% performing videos, you put that into influencers' hands, let them recreate that with a million followers that they have because it's already tested from organic.

So if we do a thousand videos and we know that these top 100 videos perform with millions of views, you see the engagements, you see the comments, then you take that format that went viral put into the influencer's hands and then they do those videos and it gets millions and millions of more you know views and then also you test it organically with those thousands of videos you put the top performing into paid ads because a lot of a lot of reason why people waste so much money on paid ads is because they're putting creatives that they have no idea works but if you test it first organically And then you put it on paid ad money, then it converts way higher.

Way higher. Yeah.
So that's the number one thing. So are you guys, just for clarity, are you guys actually doing all the

native organic stuff, testing it yourself, finding the ones that hit, then giving it to the

influencer? Yes, we do all of it. So from the time that, I mean, Lulujit, the brand just gives us money and gives us a retainer and we go, hey, here's your deliverables.

Here's the minimum view guarantee, which is like usually 10 million views per campaign.

Here's like minimum 1500 posts with 12 to 15 creators. And here's our, yep.
I mean, we, we have, it's a whole operation here. So good lord.

I mean, the, the logistics of it is is so hard to understand and and build up where like people are craving this type of package that we sell because it is so hard to do and there's a lot of value come from it so who's your avatar are you talking to little guys or would you want more of the b2b like you want a corporation and or are you talking to when i say little guys i mean i'm like myself like 100 000 followers right like i you know um or even smaller i mean there's pretty people on here that might have a thousand followers like who who do you typically work with who's kind of the avatar?

Right now, anyone. Okay.

And I tell, you know, I tell my team this and also I tell clients is if I ever hop on a sales call to close something, it's like I could fire half of my team and we still can get all the deliverables out, but I'd rather keep everyone here in order for us to focus on communication, focus on urgency, have a team around.

a brand instead of just like one person because like we want to cover all aspects of like taking care of our clients yeah so anywhere from a thousand followers to I mean a billion dollar company like we've worked with I mean right now we work with like an $8 billion company.

I mean even you know around that realm we work with people that make 10 to 20 million dollars a month in software.

I mean we've worked with apps that make millions of dollars per month as well e-com brands that make $10 million a month as well. So I mean Pretty big boys.

And then also we work with like, you know, startup apps and we work with startup influencers and we help manage their social medias and we have packages from any range.

So we want to help just content. Like content, we have a big team and we're ready to help.
It's why you're here, right? You know that all content is good content. You need more content.

And I mean, you even have your team here, right, creating content for you.

What's your game plan for your content? Like what is your, like, what type of niche do you want to talk to? Yep. And like type of like help with.

So the new branding is going to be more broad, like entrepreneurs, right? So my experience, though, all in the real estate space, there are some fundamental business practices that I failed on.

And so my rebranding will not just be real estate, although I'll be able to speak to that.

It's going to be these fundamental practices that people a lot of times fall in the same pit I fell in because they're not doing these X, Y, and Z things, right?

So I want to be talking to the greater entrepreneur to talk about business practices, things that not just can go get you rich and the practices to do that and the, you know, the operating process to make the money, but it's how do you actually not lose it while you're going down the journey?

Because what I have found, and whether it be Will Smith or someone else said something similar about like the rock, Will Smith and The Rock have a very similar kind of saying about like the journey up, right?

And it's always there's a new level you've never been to. So you're doing the best you can, but who the hell is helping you when you're at this new level you've never been to? Yeah.
Right.

And so you're going to find new levels, new devils type of saying.

And so if you don't have someone that can say, hey, you know, just like rock climbing, you get to a certain level and then you, I don't even know the terms, but you latch in the thing.

So you're secure at that level. Okay, now you're secure.
So if you go up, you're only going to fall here. You're not going to fall all the way to your demise, right? That's the kind of brand.

That's what I want to be speaking to because it's universal. It's business.

The bigger you grow, just like your company, there needs to be someone that says, Dawson, like you've reached this and your next level, you've never seen it. You've never been there.

You don't really know how to handle that.

Here's the practices at this level that you need to be able to do because it's great to get rich and make a whole lot of money.

It's terrible to lose it all because you made one little, very simple mistake that you didn't have to do. Yep.
100%. I agree.
So given that,

let's just use people out there as trying to create the brand and you give me advice and hopefully they can transition and then reach out to you for further advice.

But what kind of sequencing, how many videos, what knowing what you know, and I have in my world, a small following, I have 110,000 followers or whatever on Instagram and 50,000 on TikTok, whatever.

But like, what would you advise generally, not doing a deep dive in my content, but what would you advise content, style, frequency, topics? Like, what would you start with?

So with topics, I'll go, I'll kind of go from with topics first is

just really what you're passionate about and also what you want to help people with.

So if you're the most knowledgeable with real estate and entrepreneurship and, you know, maybe a third thing as well, you know, of course, i would say you know maybe 40 is real estate 40 is entrepreneurship you know inside of entrepreneurship could be mindset or you know financing or whatever might be on that end and they're like 10 10 to 20 percent of like actually behind the scenes like day in the life type of things right that's really what I would do is like you know 20% of it day in the life kind of behind the scenes of like stuff like this doing like a little bit of like cameos and all that good stuff um really being like very intentional with your stories over like, you know, eight stories per day, you know, really talking to them, you know, having people ask you questions on that little bubble that you can do with Instagram stories is really good.

Instagram stories are all about connecting to your audience. And then the data lives and behind the scenes reels that you can put together.
And also you can repost it on TikTok

puts a deeper dive into your audience to really connect with like what you do.

And I mean, everyone, like, there's another thing I think Gary Vee says is like, you know, people come up to Gary Vee and they're like, well, my life's boring.

I'm like, no, like, no one's life is really boring right if you just document your life and what you do throughout your day and talk to the audience like people want to see what other people are doing yeah like that's like why reality tv show is so massive right um and then also with

the real estate and the entrepreneurship stuff that you're going to be doing half of it needs to be just talking to the camera yeah talking raw selfie style

yep 100 just selfie style just talking to just talking to the camera yeah face time like your face time and your friend really raw authentic you know what is your struggles struggles this week that you went through what is some of your losses also some one of your wins um hey this is something i learned over the last couple months i want to help you guys with and then of course like look you can get really you know you can get you can get really like dialed in with like hey here's the first four seconds of this video here's i'm you know the hook that i want to start with like you know a very emotional pain point hook and then you know the scenario that you want to relate with and then like uh i don't know you don't really need a call to action on an organic video but if you want to pitch something you can do it in an organic way.

You know, you know, go buy my course or go follow me here.

It's like, hey, you know, for more help or something like that, you know, on this similar type of pain points, you know, I can help you as much as I possibly can.

So I think just authentic stuff, talking to the camera, data lives, behind the scenes. Yeah.
Just, and Gary Vee, you know, go back to Gary Vee because I used to watch him all the time.

It's like, don't create things. Just document.
Have someone follow you around, just filming everything.

Go back to their drawing board, pay a couple, you know, know, a guy, you know, a couple hundred dollars a week to, you know, clip up some things.

I mean, right now, you can, I mean, you can even go, you can go to Evo and pay for, you know, a thousand pieces of content for, you know, a podcast or whatever, and then clip it up 10,000 times for like not a lot of money.

That's right. So just document, don't create, don't think of it.
Just like whatever is on your mind, just, you know, just do it. Hey, it's Parker Posey.
How did I get here?

I love improvisation when it comes to acting, but when it comes to a real life plan, I stick to a script. Cue the music.

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I think that's going to be the interesting. I'm testing some of this stuff right now because I did.
Yesterday, I put out a reel. The subject matter matter was genuine, authentic, transparent, right?

The pain of standing in the fire and doing it with integrity, whatever. But I had my team kind of cut it up every six seconds in kind of this format that some

experts would say, hey, this is how you want to do it. Right.
So I was like, all right, let's try that out. I got drastically less views.
I posted more of an organic video like, hey, guys,

just with the captions on today.

And basically, what I'm doing is I'm A-B testing. Yep.
And I'm just saying, okay, what does my audience gravitate more towards?

I want to, you know, start measuring how many people are sharing it or commenting.

So I can get, you know, more engagement. Right.
I'll tell you a little trick on the, you know, everything. So whenever someone's doom scrolling, right?

Because your main thing is, of course, connecting with your audience that already follow you, but you also want to hit the people that don't follow you because they're on the for you page, right?

The number one way that you can do that and for people people to actually stop to you know look at your video is you have to just play inside the field of the for you page instead of like

it being so edited and so highly professional stuff like a lot of people like cool you have to be like you have to be a lot of like really good editing and a lot of like captions popping up and b-roll stuff to get really people engaged those work sometimes um depending on like you know the type of like avenue that you go into but just real authentic you know know in the car like there's so many of our videos that are just like people just talking in the car so many you know and just like you know talking to like you're you're just connecting with a friend in the car and a cool thing that you can do is you know help helps me a ton is like every week just have 30 questions that is related to the type of content that you want to do yeah have a random person come up to you or like one of your teammates And while you're in the car driving, like my buddy Marty, you know, he's a team member of Evo.

He rode here with me and I'm working on my phone and he's just filming me,

asking just organic questions. And while I'm on my phone, just asking it, I mean, I'm just answering it organically.
It's not like, hey, just stop right there.

Let's just like, let's, let's get the right format. Let's get the right angle.
It's like, bro, like, just, just film me and I'll just talk, right?

He wasn't doing that. I'm just saying, like, that's how you have to portray that.

The, the, um,

what I love about what you're suggesting here is it sticks to the same transparent, authentic vulnerable like true nature of what i'm trying to do with what i'm doing with my rebrand like being vulnerable being transparent well now my content has a very similar feel so we made it very it wasn't scripted yesterday when we made the post it was still like i basically took a long four minute video they cut it up every six seconds they made it all edited they had big bubbles and the classic look yep it didn't do very well and what i think i'm hearing from you at a minimum is saying hey, do more of the authentic, true nature of what you do and, and, and deliver that same message without the over-editing, without the over-artistic way.

Because if you, you follow Gary Vee, I follow Gary Vee, everyone loves Gary Vee.

If you watch what he's doing, like he is literally just talking, they are recording him and they, they throw it up there, right?

Now he usually has a really good caption of what he posts, uh, which may or may not mean anything.

But I think, I think also just, you know, going to like someone like Gary Vee or Alex Hormosi and seeing the type of captions and seeing the type of editing that they're doing and just copy it.

Yeah, like that's the only thing you have to do. So, like, whatever, like when I was a fitness influencer,

the only thing I did was look at the top five influencers, what they're doing in the fitness space, and just copy the same type of format of videos over and over and over, three times a day for five years.

And well, once I really got there, it kind of only lasted for a couple months. But that's the only thing you really have to do.
And also, don't expect those type of organic videos to always pop off

just from a quantity side of things just talking with just talking with

things that you want to talk about to your audience what you're you know going through in your life uh the struggles the wins and then whenever you do like three videos a day for three months straight and you know that okay every this is kind of like how we do things with our type of brands and also the influences that we work with in a 14-day basis right And you posted 100 videos.

Let's look back at the top 10 videos and see the variables that actually worked.

Hey, whenever I did, when I, these three videos got the most amount of views, whenever I was in my car talking to the, to the camera right away. And also it was about this one topic.

So it means that this one topic is very relatable about what I'm talking about to this audience. Yeah.

So let me double down for the next two weeks and do 80% of the videos on this one topic inside my car. Yeah.

So now you're just like every two weeks, you're assessing the top 10% performing videos the last two weeks and then just doubling down that next week. Yeah.
So that's the only thing you have to do.

Like, you know, also trying different types of day in the life videos and behind the scenes like I was talking about and seeing like what people were actually like, if you see in the comments, like, oh my God, like, you know, you talking at the coffee shop is cool, or you like inside the podcast studio is really cool.

Like just double down on that as well. Yeah.

So to me directly, you're saying 40% real estate, 40% business entrepreneurship, and then 20% 10 20% day in the life day in the life I would I would actually do a 33% of each I would think I should do more than I would actually do more day in the lives and behind the scenes okay just do more because that would that just like kind of spices up your your your your content it's not just like raw talking all the time and um and that my stuff that like you never know what might connect with people right like the ashram hall guy he did day in the life

gets a hundred million views every single time he posts it yeah but he did other videos like that before, but he did like four different formats of videos each week. And then that one popped off.

And now he's doing it every single video for four times a day. You know, so like you don't know what works until like you do a lot of it and then you just get feedback from the audience.

That's the key is you said the same thing. You did eight years and all of a sudden you were an overnight success on social media and you posted every day for eight years.

I do a podcasting for 12 straight years. All of a sudden, 2024, I hit.
Yep. And people are like, how the hell did you do that? Well, I just did episodes every week for 12 fucking years.

It finally hit. Like, I finally got there.
And now I'm like, people are like, how do you, what's the magic? I'm like, a lot of it is I just didn't quit. Right.

Well, 100%.

And I talked about this in another podcast that I did.

Like,

I posted every day. You know, of course, there was a couple days I'm out of miss or whatever, but I posted pretty much every single day, was consistent as I possibly could be.

And I didn't quit for six to seven years of posting on social media. I had 1500 videos to wait 1600 videos posted on my Instagram and also TikTok and I had 2,000 followers still.
And then

it popped off. But then I see like these like

small content creators complain to me that they don't have millions of followers and they have 30 videos posted. Yeah.
Right.

So this is like, You just have to lock in and you just have to stay dialed in for a long period of time.

I'm not saying it's going to last for eight years like it did for me or 12 years like it did for you but you have to be willing to do it and you have to love it enough like people love the destination and love like the cars and like

having a lot of women or whatever it might be because they see this stuff on social media but like you have to actually love the journey in the process of like doing what you love every single day and it just you know eventually it will happen you just have to keep going what do you what do you say to the person who's trying to figure out why they need it Why do they need to do this?

Like, why? Like, I spoke to, like, I was saying, uh, one of my one-on-one members, and she just really doesn't want to, but she wants to grow and she wants attention.

She wants her business to get more clients.

And so, for me, the answer is very easy. You need more attention because if people don't know who you are and what you do, then they can't sign up as a client.
Yep. What's your answer to that?

You know, because there's a lot of people out there that are just like, fuck, Dawson, I don't want to do this. Yeah.

So I might have a little different of an answer. Sure.

If you don't want to do it, but you want the benefits from it, you just have to hire someone that's good at it to do it. It's just simple as that.

So if you don't want to, not everyone wants to do content. Not everyone wants to be the face of the brand, but we do know there's, I mean, we just know that attention equals money.
Yeah.

And attention means attention equals scaling. So if you don't have attention on your brand, then no one knows where to pay you.
Right. So

if you don't want to do it and you don't want to learn how to do it, that's totally fine, but just don't make the excuse that you don't have enough attention on your brand, you're not making enough sales or whatever it might be.

If that's the case, then you need to hire someone to be the face of your brand to do the videos. There's plenty of UGC creators that could take the persona of not, they don't have to be a founder.

Actually, they could be a founder. I mean, there's plenty of like a Lewis Carter brand that's a jewelry brand.
The type of videos that they do is like founder-led stuff.

Like, hey, I made this jewelry brand and this is the new drop that I have coming out because the bread, like the actual brand owner doesn't want to do it.

So they use these influencers to do it for them. So it's almost like because they, you know, a founder created a company.
It's a little bit more of a connective issue.

Like you're connect with the person instead of like an influencer getting paid to do this video. But if you don't want to do it, it's totally fine.

But if you, you have to hire someone that's really good at making content and does it on a consistent basis. And that is totally fine to scale a business that way.
So that's what I would do.

Well, what about AI? I mean, you know, Gary Vee's talking a lot about these basically AI people

that is, and I just saw one follow me today, not follow me, but I saw a post that is a totally AI person, not a real person, right? Looked incredibly real

and it wasn't.

Like, couldn't you make the argument that technology is getting good enough now? You don't have to be the face of your own brain. It just needs to be whatever is in here.

And then you can hire a company like yours to lean into developing a person through AI and that person becomes the face. But what's in here is coming through all the social media.
Yeah.

I will say I have not really dig that deep into AI yet because I've just been moving so fast with the company at the moment. Potentially I will pretty soon here.

Maybe because I have, I work with so many UGC creators, it would be a kind of disservice to me to because that's not your strength. Yeah, so it's not my strength.

Yeah, it's more of like a human versus ai type of thing that i'm i'm kind of battling with in my mind right now where it's like you know i'd rather

give uh

the money to a hardworking human being yeah in a certain extent now

i'm not saying we'll never use ai but i have seen over the last couple months that maybe the videos have gotten much better on for a ai video humans like i know of course like the pictures that ai makes is is awesome you you can't tell it at all but i think we're not there

there yet maybe the next couple years we're there where it's like hey because i could probably look at that video and say like okay that's exactly that's really like that's not that humanized in a sense but i think probably in the next six to twelve months we'll probably be undetectable yeah to the actually so and that's why i say like for the people who are still making excuses well i don't want it's not comfortable and like yeah the technology is getting so good right now you really just don't even have to yeah 100 you know yeah you can you can definitely do ai you could do you know another ugc creator um and that's totally fine what's the ecosystem you would tell someone to start with i mean a lot of people come to me because of my success now within the podcast the podcast is a very boring model or like at least people perceive it to be that way But the podcast is like part of the ecosystem that allows me to create a whole lot of content and have a whole lot of people and then be able to collaborate with a whole lot of people that can create more growth and share within each other's audience.

Where would you tell people to like maybe start or what are the sequence?

Like, where do they need posting this do you believe in the the those apps that like you press hit and it goes to every single platform ever do you do you say do it don't do it what what are your thoughts there

so when you when you mean by that the ecosystem you mean just like where they just need to start with making content should you know so for me podcasting was a great start yeah right it allows me to have good content because you and i are having conversation they can snip out a good thing as you said and that can be the post right yep um

where where would you suggest some of these people do they just start with the selfie style do they start what what do you think yeah definitely i mean if you know nothing about content at you know nothing at all right then you definitely need to hire someone to give you knowledge yeah you either need to hire like a specialist to teach you how to make content and how to press record and edit videos and know how to post and stuff now i wouldn't do any type of system where it's like you just like press a certain button and then it goes goes out to masses on social media platform only reason i do that I say that, is because, like,

you, unless you're pressing that button and then you're getting the feedback and you're really analyzing like what's working, what's not working, and then you double down on the winners, like I said before, that's okay.

But a lot of people use it just because they just want to get a bunch of content out and they just don't really do any type of feedback loops or anything in that sense. So, it's good.

You just have to use it for the right reason.

But definitely, like, if you are just so unknowledgeable with making content, you definitely need to hire Evo in a sense, or someone that knows a lot about making content to kind of guide you in the type of like what I've kind of said to you about type of videos, how much, you know, per day do you need to post, which I would recommend anywhere from three to four times per day, you know, post on Instagram, paste on TikTok, post on YouTube shorts.

Four times a day. Yeah.
Each of them. Yeah.
Yep. Well, I just wanted people, I don't want people to think post one thing on four different platforms and that's four times a day.

No, you post four times a day on your phone. Four, four times, like you make four Instagram videos and then you repost those four videos on TikTok repost those four videos on YouTube shorts

I mean you can post it on LinkedIn X I mean of course like with LinkedIn and X it's more of like a text format right that's right you just put it in Jack TPT let it do

transcribe it and put it in there yeah

and I mean the best thing right now like what you're doing you're killing it with with podcasts you take a two-hour podcast i mean right now what i'm my main focus is to get a get on podcasts for the next 12 months yeah so that i have unlimited pieces of content, right?

Same idea, right? Because this two-hour podcast, I can make 300 clips out of it and use it for, if I wanted, I don't know three months. Right.

So just sit down, film a lot of questions that you're answering with, I don't know, you could be your brother or your sister and let them

answer, ask you 40 questions, 100 questions about your business or about what you want to give value about, and just talk to them in a casual way, act like you're on a podcast, and then just clip it to millions of people.

I was just going to say, even for you, now, don't get me wrong, going on podcasts is great because you're opening up a big audience, right? That you don't currently have.

But there's another hack where you literally, my assistant at times will sit in that chair and she will have 30 questions for me, right?

And that way I can get out what's in here outwardly and it looks, you know, that creates the content. 100%.

Trial reels.

And for those that don't know, Instagram has a thing that you can do, trial reels. Do you play with that a lot? Do you suggest people playing with that?

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I honestly,

have not done one trial reel before, yeah. So

I use it for a testing of hooks. Okay, take two reels, same reel, the only difference is the hook.
Yeah, just A-B testing. A-B testing.
Yeah, that if this

is made for A-B testing, then it's great because that's the same thing that we do for all of our brands as well. We're more on TikTok, so we don't have that type of avenue.

Now, of course, we do Instagram as well because we cross-platform post from TikTok.

Just TikTok with like how much quantity that we're posting, TikTok just has the best algorithm to get more videos into your For You page.

I am not the expert at trial reels.

I know there's tons of videos going out right now from like the, I think he's like the CEO of Instagram is talking about it or like the marketing guy from Instagram.

I know it's killing for a lot of people. I think, you know, this podcast will come from it and I'll tell my guys to start using it when we are doing Instagram.
It'll be good for influencers as well.

So influencers, they say do six posts over a 30-day basis with us.

They can do like, they can just, you know, clip up the text hooks and see what performs best in the first 24 hours and then let it go live. Right.
So, um, it's all about just AP testing.

That's pretty much what the trial is. That's all we're doing.
I mean, literally social media to me is just. Have you seen a lot of success from it? I, I, uh, the answer is yes and no.

So I've not yet hit one that went super viral. And what does it look like whenever you put, you just, you, you put like four trial reels into it, see what's performing.

Like, and it, and it only goes to the people that are not your audience. Not your audience.
Not your okay. So it also gives you exposure to people that don't follow you.

And that's a very good thing too, because they might like what you say and then start following you.

So it has, it's not meant to increase subscribers or growth per se, although it's a benefit added benefit to it. I use it like even if I just look at it, we did

four posts. Let's see here.

We did four posts, totally different reels. So here's the trial reel.
So if I'm showing it to you, right? So like this is the very same reel,

all four different hooks. And so you get to to see like which ones actually worked better.
It's so funny. We actually do this on actual TikTok itself.
Okay. It's just not trial reels.

So that right there looks like if you look at any of our brand pages that we do, we create sub pages. So if you have a big brand called whatever it might be, we make creator profiles.
Yep.

Sub pages 20, 30 at a time. And those creators run that page and they post four times a day.

And it's similar to things like that where like it's going to be like two two original videos that have, of course, the same hook and a scenario that, you know, relates the product to the savior of the emotional pain point that they're having.

But we're going to use that one original video two or three times with different text hooks on top of it. But we're actually posting on TikTok because on TikTok, you can post the same content.

over and over and over on a page and it still goes viral.

There's so many, I can't tell you how many times we have posted one video and it got like 10,000 views and it got like, you know, pretty good engagement, like 8% to 10% engagement.

then we reposted that new that that video either with the same text hook or with a different text hook just like a little bit different and it got like 13 million views right right same video just different hook just different hooks you just want to try so we're pretty much doing that on tick on the tick tock side um and maybe we should i should get with my team if we're very simple so if you go into reels and every account can you can post 10 a day and then you you don't need to limit yourself so all you're doing is just tech tech testing hooks yeah same function on instagram Yeah, I'm going to have to get with the team on that.

I haven't seen any of mine yet go extremely viral and hit 10 million or anything like that. But we also are relatively new.
I look at social media as an A-B test on what do people want to hear.

And that creates the brand, right? And then you can lean into what people want to hear. There's so many, like in our, in our onboarding process of sales, right?

Like, you know, have a whole sales team and all that.

a lot of ejections that come back it's like well you know and they're vc like might be vc funded type of apps or or whatever it might be, or any type of brand that's, you know, funded.

They barely have the product almost ready to go. Like, they're almost there,

and they're almost like, they're like, well, let's, let's

wait until we launch and get some stuff. I was like, well, look, hold on.

Like, you don't, you're just now, like, especially if it's like a new invention, you're not copying someone, which is not totally fine. Like, you can copy a product, make it a little bit better.

That's pretty much what every business is almost. It's like,

you just take, put your product out right now, get with us.

Let us put millions of eyeballs on your product so that you know exactly what to change, what to add on, what features to take out, what to cancel out.

Because now you have comments and you have real engagements coming out.

Because if we did one, if we did, you know, this one feature of this one product on a video and it got 10 million views and the comments are great, they're loving it.

But then like we try this other video with these other features and they're like, that's kind of weird. I don't like it.
Like, no,

just get rid of, just either like make them better or get rid of them, rid of them and like change your whole product to this one thing. Like there's so many businesses that have done that.

It's just testing. Like, and you only know how to test if you have more people that are giving more reviews on your product.
It's just, it's just, it's as simple as that. And you can only do that

at a baseline baseline cost from organic.

Either you pick up your phone and you force your other 10 guys to also do videos for your product or your co-founders or whatever, and you put a thousand pieces of content over the last three months to see what feedback is, or you take your cash and you give someone else to do it.

So, that's the number one thing, guys. Uh, him, I could pepper you for hours right now.

First of all, make sure you follow them on social media, Evo Dawson, yep, right, uh, on Instagram. What other handles would you want them to follow you on?

Uh, Evo Dawson on TikTok and Instagram, and then Dawson Gibbs on YouTube, and uh, and then Evo Marketing Agency on Instagram and TikTok, and then Evo Marketing.co um on website, And that's E-V-O.

What is the website again? E-V-O. So Evomarketing.co.co.
Yes, sir.

For all of those that don't know, you need to create a brand because I believe and many people believe over the next decade to two decades, the things that are going to win is AI and your personal brand.

And if you can lean into that, this is why, you know, Dawson, you're talking a lot about these companies that have tech and they're leaning into social media because they're leaning into branding that tech.

And so if they can do that, you're going to win.

What else? Any Any golden nuggets you want to leave these listeners with?

Number one thing is

doesn't matter how long it takes, doesn't matter how hard it might be, the obstacles and challenges that you have in your way.

If you love what you do and you're passionate about it and you're willing to put 10 to 20 years into it and go through the struggles,

it is worth it at the end of the time. It's worth it at the end because you are a better person and you get to help more people because of the things you went through.

So, just keep going, ladies and gentlemen. Dawson Gibbs, Evo Dawson on Instagram, all over the place.
Appreciate you showing up, dude.

Hopefully, everyone got a good taste of what it takes to be successful in the social media growth attention.

If you think a couple people should hear this, please share this episode to at least two of your friends and make sure they know who Dawson Gibbs Gibbs is. We will see you guys on the next episode.

Peace. Thank you.
Peace.

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