3 Insights For Maker Creators From “The Thank You Economy” By Gary Vaynerchuk
Over the last year, social media audience trust has been eroding.
Some blame the surge of self-described influencers who will willingly peddle any widget that throws money their way. And, as good a tool as it can be, the rise of 100% AI-generated content has expedited trust erosion. As I was thinking about social strategy for 2026, Gary Vaynerchuk's 2011 book, The Thank You Economy, came to mind and is more relevant than ever before.
For Maker creators and brands, it's about more than followers, likes, and clicks.
Insight 1: Care About Your Audience
"In the end, no matter what obstacles a company faces in the Thank You Economy, the solution will always be the same. Competitors are bigger? Outcare them. They're cheaper? Outcare them. They've got celebrity status and you don't? Outcare them." (84)
So many creators, brands, and influencers create content with the single goal of making money. Now, it's not wrong to want to make some money for all your efforts (business and charities are different for a reason), but care goes deeper than wanting someone to pull out their wallet. It's acknowledging that someone might not be ready for your services, or that the entry-priced tool is a better fit for them than the top-tier.
Successful creators in the Thank You Economy establish what their audience really wants and needs, then finds ways to help them with that and solve their problems—whether free or paid.
Insight 2: Be Authentic To Who You Are
"...how we speak and behave when we're going through the motions of caring is vastly different from how we speak and behave when we care from the bottom of our hearts." (52)
In 2018 when I thought I was getting serious about content (oh, how deluded I was), I made projects that I thought people wanted to see. More recently, I shifted to themed projects because that is how I think and the projects I most enjoyed making. People saw that interest and passion for building things inspired by what I love and the response was amazing.
Successful creators in the Thank You Economy say what they really think and don't just parrot what they think people want to hear.
Insight 3: Relationships > Impressions
"Quality content is king. Always. But from now on, quality content must be followed up with quality engagement." (122)
Focusing on relationships over impressions is how successful creators build close-knit, passionate communities. Most of us have seen the results: when someone bashes the creator online, their community responds in droves without the creator having to do anything. Treat your audience like your best friend who you would help at the drop of a hat and answer any question they asked you.
If creators in the Thank You Economy truly build relationships, people will spread their message for them by word of mouth, which is much more powerful than any ad.
