"Document, Don't Create"

Gary Vee told us to document, don’t create—but is that really the move in 2025?

In this episode of Trash Talk, we break down why this advice led to an era of oversharing, redundant content, and a whole lot of noise. Not everything needs to be documented, and not every “authentic” moment serves your brand. So how do you create content that actually means something?

We’re talking about the death of the “just post more” era, the rise of thoughtful branding, and how to turn your documentation into something that connects and converts—without looking like a hot mess.

Shall we?

Transcript

Document, Don’t Create

Trash Talk Podcast — Episode 4 | April 1, 2025

Episode Summary

In this episode, Erica Breuer and Erin Thomas dive into the popular advice from Gary Vaynerchuk to “document, don’t create.” They explore what this means, why it has both strengths and pitfalls, and how creators can balance authenticity with thoughtful strategy to cut through today’s noisy content landscape.

Table of Contents

• Intro
• Understanding “Document, Don’t Create”
• The Pitfalls of Over-Documenting
• Augmenting Documentation with Strategy and Creativity
• Highlight: Becca Murray’s Approach
• Key Takeaways
• Call to Action

Intro

Welcome back to Trash Talk. Today, Erica and Erin take on a well-known marketing mantra from Gary Vaynerchuk: “document, don’t create.” They unpack what this advice really means, its impact on content and branding, and offer a fresh perspective on how creators can find a balance between authenticity and crafted storytelling.

Understanding “Document, Don’t Create”

Gary Vaynerchuk, or Gary Vee, is a serial entrepreneur and media influencer known for his direct advice on social media marketing. His concept “document, don’t create” encourages people to focus on sharing their real journeys instead of overthinking content or trying to create perfect stories.

At its core, this advice values authenticity and practicality over fantasy or overly polished content. The goal is to produce more consistent content by capturing real moments rather than inventing narratives.

Erica admits she’s not a huge Gary Vee fan but acknowledges the value in this advice. However, Trash Talk isn’t just about accepting advice blindly—it’s about critically examining what works and what doesn’t.

The Pitfalls of Over-Documenting

While “document, don’t create” encourages volume and consistency, Erica and Erin note this can sometimes lead to noise, oversharing, or mediocre content. In today’s algorithm-driven landscape, more content doesn’t always mean better visibility or impact.

Platforms like YouTube have shifted from rewarding pure volume to valuing watch time and engagement, and Google’s 2024 core update now devalues low-value, repetitive SEO content. This shift challenges creators to produce meaningful and strategic content rather than just more content.

Additionally, the hosts highlight how unfiltered transparency doesn’t always equal authenticity. Every detail we share shapes our personal brand—sometimes oversharing can dilute our credibility or portray vulnerability as chaos.

Erica shares her experience launching a successful online brand where sharing every personal detail wouldn’t have supported the image she wanted to build. Documentation without strategy can bury your expertise in noise.

Augmenting Documentation with Strategy and Creativity

Erin encourages creators to document to augment—use documentation intentionally to support a crafted message or brand image. Documentation should not replace strategy but rather enhance it.

The hosts compare “document, don’t create” to simplistic diet advice like “just eat whole foods”—it sounds easy but often requires personalization and deeper strategy to see real results.

Gone are the days when simply showing up and posting “here’s my coffee” was enough. Documentation today should be the backdrop, not the centerpiece, to a well-considered story that connects logically and emotionally with your audience.

Highlight: Becca Murray’s Approach

Erica shares the example of Becca Murray, a wedding photographer with nearly half a million TikTok followers. Becca’s content centers on body neutrality, aging, and personal style, using her work and daily routines as settings rather than the focus.

Becca’s approach shows how documentation, paired with meaningful content and clear messaging, can build a strong personal brand and attract major collaborations like Misfits Market and Bacall.

Key Takeaways

• “Document, don’t create” encourages authenticity and volume but can lead to noise and mediocre content if done without strategy.
• Social platforms now reward engagement and watch time over sheer volume of posts.
• Unfiltered transparency isn’t always authentic—what you share shapes your brand and credibility.
• Documentation should augment and support your crafted message, not replace strategic storytelling.
• Creators like Becca Murray demonstrate how to document thoughtfully while building meaningful connections and brand partnerships.
• Balance creativity with practicality to turn “noise into music” in a crowded content space.

Call to Action

If this episode gave you new ideas about your content and brand strategy, subscribe to Trash Talk for more insightful discussions. Leave a review to help others find us, and follow Erica and Erin on LinkedIn for ongoing insights and updates.

Show Notes & Links

• Follow Erica Breuer: https://www.linkedin.com/in/ericabreuer/
• Follow Erin Thomas: https://www.linkedin.com/in/iamerinthomas/
• Visit Trash Talk Website: https://www.buzzsprout.com/2451264
• Related Episode: https://www.buzzsprout.com/2451264/episodes/16894441