When Gary Vaynerchuk showed up at his father Sasha’s 400,000-gallon pond build in New Jersey, he didn’t just watch the machines and marvel at the boulders. He spent time with a circle of pond professionals and manufacturers, answering questions and dropping actionable advice.
The impromptu Q&A ended up being less about koi and more about how niche businesses like pond construction can thrive in today’s shifting digital landscape.
What followed was a masterclass in “interest media,” content strategy, and high-ticket sales trust-building—directly tailored to the pond industry: A social media playbook for pond builders.
The Power of Niche and Passion
Gary emphasized that pond building is perfectly suited for deep social engagement. With six-figure projects, passionate koi collectors, and unique artistry, “you don’t need millions of customers—you need the right ones,” he told the group. Interest in $100,000 koi or expansive water features signals a high-net-worth audience, and that makes the pond industry prime territory for targeted, story-driven content.
Platforms That Matter Most
While many builders lean heavily on Instagram and TikTok, Gary insisted that the biggest untapped opportunities lie elsewhere:
Facebook & LinkedIn: “That’s where the money is,” he said, pointing to the density of high-net-worth users.
Snapchat Spotlight: “There’s less competition. Fewer eyeballs, but no supply. That’s opportunity.”
IRL Live Streaming: Streaming six-hour workdays on Twitch or YouTube might sound tedious, but Gary described it as “a humongous opportunity.” The raw, ASMR-like process of rock setting or filtration installs can pull in curious audiences.
Podcasts: “There’s room for multiple shows in this space,” Gary said. “Both collectors and creators have stories to tell—and demand is bigger than supply.”
Content Frequency and Amplification
Gary’s message was blunt: post more. He suggested, “Every day. Every single day,” he said. “You never know what day someone decides they’re ready to buy a $50,000 pond.” He also warned against overthinking “bad” content. Posts with low views still teach valuable lessons, and anything underperforming can be archived later. On the flip side, when something does hit organically—whether 100,000 views instead of the usual 1,000—that’s when builders should invest $1,000–$3,000 in ads to amplify reach.
Interest Media and Personal Passions
The biggest shift Gary wanted pond builders to understand is the move from follower media to interest media. Algorithms now push content to people who care about the topic, regardless of whether they follow you.
That’s why posting about your own passions—golf, cigars, cooking, bourbon—can be just as powerful as koi footage. “A cigar video might get you more pond leads than three months of koi posts,” Gary explained. “Because cigar culture skews high-net-worth. They see your profile, they see you build koi ponds, and now you’ve got a lead.”
The key, he added, is a tight profile bio with clear contact info, so virality connects directly to your business.
Trust, Service, and High-Ticket Sales
For projects costing $50,000–$100,000+, Gary argued that trust matters more than reach. Pin service-oriented videos with direct calls to action—“Call me if you want to learn”—and don’t be afraid to produce content titled “Who Shouldn’t Hire My Company.”
“When you genuinely tell people who you’re not right for, it builds credibility,” Gary said. “That honesty makes people want to hire you.”
Process Over Results
Finally, Gary reminded the group not to obsess over vanity metrics. “The second you stop worrying about a million subscribers is the second you’re more likely to get a million,” he said.
Instead, focus on creative best practices such as strong thumbnails, the first three seconds of a video, and the clarity of storytelling. Platforms will keep evolving, but those fundamentals endure.
Why a Social Media Playbook for Pond Builders Matters
For many pond professionals, Gary’s advice reframed how to think about marketing in a niche, high-ticket industry. From daily posting across multiple platforms to embracing passions outside ponds, his message was clear: stop chasing perfect results, start sharing authentically, and let interest media do its work.
Or, as Gary summed it up with a smile: “Flow with the friction. Post more. Serve first. That’s how you win.”
For pond professionals, Gary Vaynerchuk’s advice was more than motivational soundbites—it was a practical blueprint for thriving in a high-ticket, niche market. By leaning into authenticity, posting consistently across platforms, and amplifying what works, pond builders can capture attention far beyond their existing followers. More importantly, by focusing on trust, service, and process over vanity metrics, they can connect with the kind of clients who don’t just want a pond—they want an experience and a relationship. For an industry built on passion and craftsmanship, Gary’s reminder was clear: the opportunity isn’t just in the water, it’s in the story you share.
