Introduction – Why Authenticity Wins in 2025
Most pubs think marketing means glossy posters, staged food shots, and paid ads. But in 2025, customers don’t trust polish. They trust authenticity.
That’s why Gary Vee’s mantra “document, don’t create” is a game-changer for hospitality. Instead of wasting hours designing the “perfect advert,” pubs can win by simply showing what’s already happening inside their venues.
Every pint poured, every cheer for a goal, every laugh at quiz night is ready-made marketing content.
Industry Context – The Rise of Authentic Marketing
- 82% of consumers say they trust user-generated content more than ads (Forbes, 2024).
- 64% of Gen Z pick venues based on TikTok or Instagram reels (Statista, 2024).
- Pubs posting candid “real-life” clips see 2–3× more engagement than those using stock-style graphics (CGA Strategy, 2024).
Advertising still has a place, but it’s no longer the main driver. The phone in your pocket is now your most powerful marketing tool.
What “Document, Don’t Create” Means for Pubs
Gary Vee’s point is simple: stop trying to invent content. Just capture the reality of your pub.
Examples:
- Bartender pulling the first pint of the night.
- Chef plating up a sizzling steak.
- Customers laughing during karaoke.
- Quizmaster reading out a tiebreaker question.
- DJ hitting play on the first track.
Each of these moments is:
✅ Real
✅ Relatable
✅ Instantly shareable
Why Authentic Beats Ads Every Time
1. Customers Spot Fake
People scroll past staged stock-style posts. They pause on shaky but genuine clips.
2. Emotion Drives Engagement
Nobody shares a flyer. But they share a clip of their mate belting out karaoke.
3. It’s Free
Documenting costs nothing but 20 seconds of confidence with your phone.
4. Consistency is Easier
If every shift gives you 5–10 posts, you’ll never run out of content.
Case Study – Friday Night as 30 Pieces of Content
Let’s say your pub has a live DJ on Friday night.
Documenting Approach:
- 3 TikTok clips → crowd dancing, cocktails being shaken, DJ booth.
- 5 Instagram stories → staff selfies, polls, quick clips.
- 2 memes → funny customer dance screenshots with captions.
- 1 Facebook recap → photo album + thank you note.
That’s 11 posts from one night — enough to fuel a whole week.
Multiply by 3–4 weekly events (quiz, football, specials) and you’ve got 30–40 pieces per week without creating anything new.
Practical Framework – How to Document Daily
Here’s a simple system pubs can follow:
- Assign a “Content Captain” each shift. One staff member films 3–5 moments.
- Keep it raw. Don’t worry about editing — authenticity > polish.
- Mix perspectives. Behind the bar, in the kitchen, out in the crowd.
- Post quickly. Don’t save content for “later.” Share in the moment.
- Recycle winners. A viral clip today can be reposted next month.
Overcoming Common Excuses
“I don’t have time.”
You already have the content — it’s happening live. Filming takes seconds.
“I’m not good at social media.”
You don’t need to be. Just press record. Customers care about the vibe, not perfect graphics.
“My pub isn’t exciting enough.”
Every venue has content. Quiet Tuesday? Film a pint by the fire. Wednesday quiz? Post one question. Small things matter.
The Payoff – Documenting Into Profit
Attention → Footfall
Every post increases the chance someone sees your venue.
Footfall → Spend
Even 10 extra customers at £18/head = £180 more per night.
Consistency → Loyalty
Regular posting builds emotional connection → repeat visits.
Example Annual Uplift:
- 10 extra daily customers = £65,700 per year.
- Add events + upselling → over £100k potential uplift.
Image Prompt 7: Pub packed with customers, digital likes and comment icons floating above, symbolising social attention turning into money, cinematic photorealism.
Linking Back to Gary Vee’s Bigger Philosophy
“Document, don’t create” is only one part of Gary’s playbook. It works best when paired with:
- Jab, Jab, Jab, Right Hook (give before you sell).
- Content Pyramid (repurpose big events).
- $1.80 Strategy (join local conversations).
For the full breakdown, check the cornerstone guide:
👉 Gary Vee Social Media Marketing for Pubs: The Ultimate 2025 Playbook
Conclusion – Your Pub Already Has Content
The biggest mistake landlords make is thinking they need “marketing campaigns.” In reality, the campaign is already happening — every shift, every pint, every laugh.
You don’t need to create. You just need to document.
Do that daily, and your pub won’t just be a venue. It’ll be a brand customers love, share, and choose first.
⚡ Want to market your pub like Gary Vee?
I built a free AI coach that explains his playbook in plain English for pubs & restaurants.