---
title: "Greg Lav's personal brand strategy: what works and what I'd change"
description: "Tom Sharman breaks down Greg Lav's personal brand: 89 posts in 30 days, a 131,986 median reel, the world-building carousel and what he would change."
canonical: https://tomsharman.com/breakdowns/greg-lav-personal-brand/
updated: 2026-11-13
---

# Greg Lav's personal brand strategy: what works and what I'd change

By Tom Sharman, UK content consultant, founder of The Content Operators.

By [Tom Sharman](https://tomsharman.com/about/), UK content consultant, founder of The Content Operators.

> I'm Tom Sharman, a UK content consultant, and in my breakdown Greg Lav's personal brand runs on volume and world building. He posted 89 times on Instagram in the 30 days to 12 November 2026, about three a day, and nine in ten were short motivational reels with a median of 131,986 plays to his 373,056 followers. Quote carousels built from his own life footage keep the people those reels bring in, and a weekly long-form video on YouTube, where he has 143,000 subscribers, goes deeper.

Last updated 13 November 2026.

## At a glance

Greg LaVecchia, Greg LaV on Instagram ([@greglav](https://www.instagram.com/greglav/)), is the co-founder and CEO of Bloom Nutrition, based in Austin. His bio reads "Owner @bloomsupps / How I Built a $1B Brand in My 20s". He also posts long-form video on [YouTube](https://www.youtube.com/@GregLaVecchia) and has a podcast on Spotify.

These are the numbers I (Tom Sharman) read from his public Instagram and YouTube on 13 November 2026. The 30 days run from 14 October to 12 November 2026.

|  | Greg Lav, read 13 Nov 2026 |
| --- | --- |
| Instagram followers | 373,056, with 708 posts |
| Posts in 30 days | 89, or 2.97 a day |
| Mix | 80 reels, 9 carousels, 0 photos |
| Days with a post | 30 of 30, with three or more on 21 of them |
| Reel plays | Median 131,986, mean 183,646 |
| Reels past 1,000,000 plays | 1, at 1,424,858 |
| Reels with more plays than his follower count | 6 of 80 |
| Likes per play, reels | 2.6% (median) |
| Comments per post | 45 (median) |
| Reel length | 33 seconds (median) |
| Caption length | 12 words (median) |
| YouTube | 143,000 subscribers, 286 videos, 11,225,487 views |
| YouTube, latest 30 videos | Median 143,609 views, about 26 minutes long |
| YouTube rhythm | 5 long-form videos from 16 October to 8 November, about one a week |

## His top five reels in the 30 days

The five reels with the most plays, as I (Tom Sharman) read them on 13 November 2026, with the first line of each caption.

| Reel | Plays | Date |
| --- | --- | --- |
| [live footage of our biggest bet coming to life on the production line](https://www.instagram.com/reel/DfXhPcIhZTy/) | 1,424,858 | 5 Nov 2026 |
| [i’ll never be too cool to promote something i believe in](https://www.instagram.com/reel/De79kAUtWMy/) | 737,094 | 26 Oct 2026 |
| [your bloodline waited centuries for a mf like you to wake up](https://www.instagram.com/reel/Dfj2z7_BMVK/) | 450,199 | 10 Nov 2026 |
| [message to my younger self](https://www.instagram.com/reel/DfHbnbHP8l6/) | 443,372 | 30 Oct 2026 |
| [NYC, Club Apple is officially open!](https://www.instagram.com/reel/De4nnSWhVkv/) | 393,437 | 24 Oct 2026 |

Outside the 30 days, his pinned reels are among the biggest I could read: [2019 us would be so grateful we chased our moonshots](https://www.instagram.com/reel/DdnBVaGNkTj/), 726,192 plays from 23 September 2026, and [500,000,000…](https://www.instagram.com/reel/Dct91x4PneW/), 600,735 plays from 31 August 2026. The third pin, [welcome to my page](https://www.instagram.com/reel/DRW5GZjjW2W/) from 22 November 2025, has 229,769.

## What Greg Lav does really well

Five things I (Tom Sharman) would point any founder to, each with the number or the reel behind it.

- **Volume, every day.** 89 posts in 30 days, a post on every one of the 30 days and three or more on 21 of them. Every day had a post between 5 and 9am Austin time. I build founders towards the same [two to three posts a day](https://tomsharman.com/playbooks/distribution/three-a-day/), and in my own testing selfie talking-head videos tend to do better in the morning.
- **The world-building carousel.** That is my name for it, Tom Sharman's, and the format runs B-roll, note, B-roll, note: footage or photos of his life, then a quote slide styled as a phone note, then life again. All 9 carousels in the 30 days were signed "-Greg LaV", with 11 to 18 slides and a median of 15. The Bloom product sits inside the life footage, on the workout bench or while he does pull-ups, and the B-roll is his journey reused rather than shot for the post. "Everything is very intentional," as I put it when I first broke it down. [why the hell do you have a plan b?](https://www.instagram.com/p/DexpNkxDZwe/) is one, with 18,519 likes.
- **Quote slides with a structure.** In my breakdown (Tom Sharman) the slides run in an order. The first calls one person out, such as "I'm so tired of the people that say they're going to do something and never actually do it". The next names the problem and what it costs, then comes authority, then the solution, and the end slide asks you to follow. It is the same short-form structure I use: one person, one problem, authority, solution, follow.
- **Proven lines, run again.** Greg repeats what has already worked. [i’ll never be too cool to promote something i believe in](https://www.instagram.com/reel/De79kAUtWMy/) did 737,094 plays on 26 October, and the line [ran again on 6 November](https://www.instagram.com/reel/DfZjm3whHDc/) for 277,622 more. "moonshots only" did 105,546 plays on 15 October and [345,252 on 22 October](https://www.instagram.com/reel/Dezb39OhUIi/). "you don’t need anybody else to believe in you" was a carousel on 27 October and a reel on 12 November. My read, as Tom Sharman, is that many of the lines are proven hooks repackaged, often ones that already worked elsewhere, on X for example: get up, think big, just start.
- **One idea per post.** The median caption is 12 words, almost all lower case, and only 2 of the 89 posts carry hashtags. "moonshot" is in 9 captions and "arena" in 6. I (Tom Sharman) read that as a brand that knows its theme and says it the same way every day.

## Where each format sits in his funnel

Tom Sharman's read of the funnel: the selfie talking-head reels are top of funnel, there to win new people. The world-building carousel is middle of funnel, "mission-led for the people that have come in through the selfie content", and in my words "it's just meant to keep people around". The weekly YouTube video is where a follower goes deeper, and the bottom of the funnel.

The likes back it up. His carousels earn a median of 8,705 likes, against 3,481 for his reels: the carousels are liked by people who already follow him. Any video that does better than the rest can come back as a carousel, and lines move between the two.

## What I'd do differently

Five changes I (Tom Sharman) would make, each from the method I used to take [Sam Stoffel from 0 to 500,000 followers in 10 months](https://tomsharman.com/case-studies/sam-stoffel/). None of it is a fix for something broken. It is how I would get more out of a system that already works.

- **Score every post by views per follow.** The scoreboard I use is [views per follow](https://tomsharman.com/glossary/views-per-follow/): how many views it takes to win one new follower. With Sam the team cut it from 24 to 14 by iterating on format and hook, and one video did 700,000 views and brought in 40,000 followers. I have seen a quote carousel do 44,000 views and bring in 2 follows. As I (Tom Sharman) put it, "it might look like a win, that's actually the wrong metric". Follows per post are not public, so I can't score Greg from outside, but his team can, in Instagram's insights.
- **Give each format one job, and name it.** Sam had three formats, each with one job: selfie videos brought new people in, podcasts kept them, and personal brand reviews put his decade of experience to work. Greg's 80 reels range from production-line footage (1,424,858 plays) to an event invite (393,437) to mindset lines. I would split them into named formats so the team knows which job each reel is doing, and judge each against its own job.
- **Name the enemy as clearly as the mission.** The mission is clear: moonshots, and on his YouTube channel, giving people access to rooms they normally wouldn't get into. The enemy shows up but changes: being too cool to try, spectators, a plan B. His second biggest reel in the 30 days, 737,094 plays, was against being too cool. With Sam the mission was making money online and the enemy was the people who said you could not, the 9 to 5 and staying broke. I (Tom Sharman) would pick one enemy and come back to it every week. More on why in [a brand that compounds has a mission and an enemy](https://tomsharman.com/lessons/a-brand-that-compounds-has-a-mission-and-an-enemy/).
- **Link the top of the funnel to the bottom.** In the 30 days, 1 of 89 captions pointed to YouTube and 1 asked for a follow, though the carousel end slides do. His latest five YouTube videos have a median of 99,871 views on a channel of 143,000 subscribers. In my plan (Tom Sharman) the top reel each week would carry a line to the long-form video it came from, so the people the reels win find the deeper content.
- **Put the winners on LinkedIn and YouTube.** Six reels in the 30 days had more plays than he has followers, and each is a proven idea. I would cut each week's best reel for LinkedIn, where founders and buyers read, and as a YouTube Short, and use the best lines as long-form titles. With Sam I put the proven winners on LinkedIn, where the buyers are.

## How this compares with Sam Stoffel's build

I (Tom Sharman) ran Sam Stoffel's content as Head of Content from June 2025 to May 2026. The two builds share the cadence: Sam's feed reached 90 reels in March 2026, and Greg posted 89 times in 30 days. Where they differ is the start and the scoreboard. Sam started at about 1,500 followers, Greg already has 373,056 and a known brand behind him.

|  | Greg Lav, read 13 Nov 2026 | Sam Stoffel, with Tom as Head of Content |
| --- | --- | --- |
| Cadence | 89 posts in 30 days | Built to three a day: 28 reels in November 2025, 90 in March 2026 |
| Formats | Reels, world-building carousels, weekly long-form YouTube | Selfie videos, podcasts, personal brand reviews |
| Starting point | 373,056 followers | About 1,500 followers |
| Scoreboard | Plays and likes in public; follows are private | Views to win one follower, cut from 24 to 14 |
| Mission and enemy | Moonshots; the enemy changes from post to post | Making money online; the 9 to 5 and staying broke |
| Result | Still building | 0 to 500,000 followers in 10 months |

## What this looks like when I build it

- **[Sam Stoffel](https://tomsharman.com/case-studies/sam-stoffel/), 0 to 500,000 followers in 10 months.** As Head of Content I (Tom Sharman) rebuilt the team, found three formats and set a system that posted three times a day. The team logged views and new followers on every video and cut the views needed to win a follower from 24 to 14.
- **[Ben Heath](https://tomsharman.com/case-studies/ben-heath/), Heath Media.** I ran personal brand and content for five months, from May to September 2026, and the content team I ran grew to 14. I launched the Skool community, which became the number one trending money community on Skool and the sixth trending globally.

## If you're a founder building this

How I (Tom Sharman) would have a founder copy what works here, then where to start with me.

- **Capture B-roll of your life all the time**, into one "lifestyle" folder, so the carousels are built from footage you already have.
- **Keep a voice-note or notes diary**, an AI second brain, so the team can pull your quotes without a script session.
- **Write every carousel and selfie video to one structure**: one person, one problem, authority, solution, follow.
- **Post selfie talking-head videos in the morning** and judge everything by views per follow.
- **Go for volume**, building towards two to three posts a day. Start at one and add the second when it is easy.

**Power hour session, £600.** This session fixes the fundamentals. The principles and systems behind 2B+ views, condensed and applied to you. You leave knowing what to make, who it is for and the format it lives in. [Book a power hour session](https://tomsharman.com/consulting/#book).

**The three month sprint, by application.** A much more tailored version. Every fortnight we have a 60 minute call. In between, I take a seat in your team and hold you and your team accountable, so you move fast from A to B in 3 months. [Apply for a sprint](https://tomsharman.com/consulting/#apply-sprint).

## How the numbers were read

I (Tom Sharman) read every number on this page from Greg's public Instagram and his public YouTube channel on 13 November 2026. On Instagram that is 96 posts back to 13 October 2026, plus his pinned reels, and the 30 day window is the 89 posts from 14 October to 12 November. On YouTube it is the channel page and its latest 30 videos.

Plays are Instagram plays only. Carousels show no play count in public, so they are compared by likes. Austin times are Central time. Greg is not a client, and this is my reading of his public content, nothing more. The Sam Stoffel and Ben Heath numbers are from my own case studies.

## Questions

### What is Greg Lav's content strategy?

Tom Sharman's breakdown: volume and world building. Greg posted 89 times on Instagram in the 30 days to 12 November 2026, 80 reels and 9 carousels. Short motivational reels win new people, quote carousels built from his life footage keep them, and a weekly long-form YouTube video goes deeper.

### How often does Greg Lav post?

About three times a day. Tom Sharman counted 89 Instagram posts in the 30 days to 12 November 2026, 2.97 a day, with a post on all 30 days and three or more on 21 of them. On YouTube he put out five long-form videos from 16 October to 8 November, about one a week.

### What makes Greg Lav's Instagram work?

Tom Sharman points to four things: volume every day, the world-building carousel (B-roll, note, B-roll, note), quote slides that follow one person, one problem, authority, solution, follow, and proven lines run again. His median reel had 131,986 plays, and six reels in the 30 days had more plays than his 373,056 followers.

### What would Tom Sharman change in Greg Lav's content?

Tom Sharman would score every post by views per follow rather than views, give each format one named job, name one enemy as clearly as the moonshot mission, link the top reels to his YouTube, and put each week's winners on LinkedIn and YouTube Shorts.

## Read next

- [Sam Stoffel case study](https://tomsharman.com/case-studies/sam-stoffel/): 0 to 500,000 followers in 10 months.
- [Ben Heath case study](https://tomsharman.com/case-studies/ben-heath/): A content team of 14 and the number one trending money community on Skool.
- [Sam Stoffel's Instagram strategy](https://tomsharman.com/sam-stoffel-instagram-strategy/): The three formats.
- [Three a day](https://tomsharman.com/playbooks/distribution/three-a-day/)