Gary Vaynerchuk wrote a book back in 2013 that basically changed how everyone thinks about Facebook and Instagram. It was called Jab, Jab, Jab, Right Hook. Honestly, in internet years, 2013 is ancient history. We didn’t even have TikTok back then. People were still unironically using the "Valencia" filter on photos of their brunch. But here is the thing: the core philosophy of that book is actually more relevant now than it was when Gary Vee first shouted it into a microphone.
Most brands are selfish. You see it every day. They post "Buy my product" or "Check out our sale" over and over again. It’s exhausting. It’s the digital equivalent of that one friend who only calls you when they need a ride to the airport. Jab, Jab, Jab, Right Hook is the antidote to that behavior. It’s about the ratio of giving to asking.
What the Jab Actually Means in 2026
A jab isn't a knockout punch. In boxing, a jab is a light, quick blow used to set up the bigger moves. In social media marketing, a jab is value. It’s a piece of content that doesn't ask the user for a single penny. It’s a joke. It’s a helpful tip. It’s a beautiful photo that makes someone stop scrolling for three seconds.
If you’re a plumber, a jab is a 15-second video showing people how to fix a leaky faucet with a rubber band. You aren't selling a service call. You’re being helpful. You’re building equity. Most people get this wrong because they’re impatient. They want the sale now. But the internet is a crowded room, and if you start screaming your prices the second you walk in, people are going to walk out.
The jab is about native content. Gary’s big point was that you can't just repurpose a TV ad for Instagram. You have to respect the platform. A jab on LinkedIn looks totally different than a jab on Snapchat. On LinkedIn, it might be a nuanced take on remote work trends. On TikTok, it’s probably a self-deprecating meme about office culture. If you don't respect the "psychology" of the platform, your jab is just noise.
The Right Hook: Why You Can't Just Be a Charity
You eventually have to make money. That is the Right Hook. It’s the ask. It’s the "click the link in bio" or the "buy now" button.
The mistake isn't the hook; the mistake is throwing the hook without any jabs first. If you’ve spent three weeks giving away free advice, your audience actually wants to support you when you finally drop a product. It feels earned.
A good right hook is clear. It’s easy to execute. It’s not "check out our website to see what we do." It’s "Here is the new shirt, it’s $30, click here." You’ve built up enough "social credit" with your jabs that the right hook doesn't feel like an intrusion. It feels like a natural progression of the relationship.
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Why Most People Fail at This
- They Jab Too Much: They become a "personality" but never a business. They’re afraid to ask for the sale because they don't want to seem "salesy." This is how you go broke with 100,000 followers.
- They Hook Too Much: This is the most common. They treat social media like a billboard.
- The Jabs are Fake: People can smell "content for the sake of content" a mile away. If your "value" is just a recycled quote from a Pinterest board, nobody cares.
The Nuance of Platform Storytelling
When Jab, Jab, Jab, Right Hook first came out, the platforms were simpler. Today, we have "micro-moments."
Think about how you use your phone. You’re in line at the grocery store. You have 45 seconds. You open an app. You aren't there to buy a lawnmower. You’re there to be entertained or informed. If a brand hits you with a "right hook" in that 45-second window without any prior relationship, you’re going to find them annoying.
However, if that same brand has been showing you cool DIY garden tips for the last month (jabbing), and suddenly they show you a lawnmower that solves a specific problem they previously mentioned, you might actually consider it.
Content Must Be Native
This was Gary’s biggest obsession in the book. You can’t just take a horizontal video and crop it for a vertical screen and call it a day. That’s lazy.
Each platform has its own "language."
- Instagram is about aspiration and aesthetics.
- X (Twitter) is about news, wit, and real-time reaction.
- LinkedIn is about professional growth and "the grind."
- TikTok is about authenticity and raw, unpolished creativity.
If your jab doesn't speak the native language, it's not a jab. It's an interruption.
Real World Evidence: Does This Still Work?
Look at a brand like Liquid Death. They are the masters of the jab. They sell water in a can. That’s it. But their social media is 99% jabs. It’s hilarious videos, heavy metal aesthetics, and weird stunts. They rarely say "Hey, buy this water because it’s wet." Instead, they build a cult-like following through entertainment. By the time you see them in a 7-Eleven, the "right hook" has already happened in your brain. You buy the water because you like the brand.
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Then you have Ryan Reynolds. Whether it's Mint Mobile or Aviation Gin, his entire strategy is Jab, Jab, Jab, Right Hook. The jabs are his funny videos and self-aware ads. He makes you laugh first. He gives you entertainment value. Then, when he asks you to switch your phone carrier, you’re far more likely to do it because he’s built that rapport.
The Strategy for the "Average" Business
You don't need a Ryan Reynolds budget to do this. Honestly, smaller businesses often do it better because they are closer to their customers.
Imagine a local coffee shop.
- Jab 1: A photo of the latte art from this morning.
- Jab 2: A quick video explaining the difference between a light roast and a dark roast.
- Jab 3: A "behind the scenes" look at the staff's favorite playlist.
- Right Hook: "Hey, we have a 2-for-1 special on muffins today, come see us."
The first three posts gave the follower something—a nice visual, some knowledge, and a sense of community. The fourth post asked for money. If they had only posted the muffin special every single day, people would eventually mute their stories.
Common Misconceptions and Limitations
It’s easy to think there is a magic number of jabs. "Gary said three jabs, so I’ll post three tips then one ad." It doesn't work that way.
The ratio depends on your industry and your audience. Sometimes you need twenty jabs. Sometimes you only need one really high-quality jab. The "three" is just a metaphor for "give more than you take."
Another limitation? It takes a long time. This is not a "get rich quick" scheme. Building brand equity through jabs is a slow burn. Most businesses quit after two weeks because they don't see an immediate spike in sales. They go back to running "Right Hook" ads because the data looks more direct. But direct response ads are getting more expensive every year. Building an audience through value is the only way to survive long-term.
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How to Audit Your Own Content
If you want to know if you’re actually following the Jab, Jab, Jab, Right Hook model, look at your last 10 posts on any platform.
Ask yourself:
- How many of these were for the benefit of the person reading them?
- How many of these were for the benefit of my bank account?
- Did I use the right format for the platform, or did I just blast the same thing everywhere?
If your feed is all "Right Hooks," you aren't a marketer; you’re a spammer.
Actionable Steps for Your Content Strategy
Stop thinking about what you want to say and start thinking about what your customer wants to hear. It sounds simple. It’s actually very hard.
First, identify your jabs. What do you know that other people don't? What makes your daily work life interesting? If you're a florist, show us how to make flowers last longer. If you're an accountant, tell us the one tax deduction everyone misses. These are your jabs.
Second, commit to a platform. Don't try to be everywhere. Pick one where your customers actually hang out and master its "native" style.
Third, be patient. Give without expectation for 90 days. Don't even throw a right hook. Just jab. See what happens to your engagement. You'll find that when you finally do throw that right hook, the impact is much stronger.
Fourth, make the hook count. When you do ask for the sale, don't be shy. Be clear, be bold, and make it as easy as possible for the customer to say yes. You've earned the right to ask.
The internet has changed since Gary Vaynerchuk wrote his book, but human psychology hasn't. We still like people who help us. We still ignore people who just want our money. Whether it’s 2013 or 2026, the jab is still the most powerful tool in your marketing shed. Use it.