Jab, Jab, Jab, Right Hook: Gary Vaynerchuk's give-first playbook for social media in Muscat

Picture two cafés in Muscat. One posts "20% off today!" every single day. The other shares a quick latte-art trick on Monday, a funny reel about the morning rush on Wednesday, a peek at a new bean delivery on Thursday, and only then: "New weekend breakfast, book on WhatsApp." Which offer do you think gets noticed?

That’s the idea behind Gary Vaynerchuk’s book Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World (2013). Vaynerchuk grew his family’s shop with online video before founding the agency VaynerMedia, and the book is his playbook for selling on social media without annoying people.

Here’s our short version, and how we turn it into content production for brands in Oman.

1. The boxing idea in one minute

In boxing, a knockout punch rarely comes out of nowhere. The jabs come first: small, steady punches that set up the opponent. Vaynerchuk uses this as a picture for marketing on social platforms.

• Jabs are posts that give something: a tip, a laugh, a story, a useful answer. They ask for nothing.
• The right hook is the ask: buy, book, call, visit.

His complaint is that most brands throw right hooks all day. Every post is a sale, so people tune out. The jabs are what make the hook land.

2. What a good jab looks like

A jab is anything your audience is genuinely glad to see. It doesn’t have to be expensive. For a brand in Muscat, good jabs might be:

• A dental clinic explaining in 20 seconds how to choose a toothbrush.
• A car service garage showing what that dashboard warning light really means.
• A real-estate agent filming a quick "what OMR 400 rents you in Al Khuwair" walk-through.
• A bakery replying to comments with short videos instead of a single emoji.

The test is simple: would someone save it, share it or tag a friend, even if they never buy? If yes, it’s a jab.

3. Native content: speak each platform’s language

A big part of the book is about being native. Vaynerchuk walks through the main platforms of the time and argues that each has its own culture, format and rhythm. Content that works on one often looks out of place on another. Posting the same graphic everywhere is like giving the same speech at a wedding and a business meeting.

The platforms have changed since 2013, but the lesson holds. Today that means:

• Instagram Reels and TikTok: vertical, fast hook, sound on, people over polish.
• Instagram carousels: swipeable, saveable, one idea per slide.
• Stories: casual, behind the scenes, polls and questions.
• Meta ads: they still have to look native in the feed, or people scroll past.

When we plan a shoot, we plan the formats first. One filming day can give a reel, a carousel, stories and ad cuts, each edited for its place rather than copied.

4. Context matters as much as content

Vaynerchuk’s point is that great content can still fail if it’s in the wrong place, at the wrong time or in the wrong tone. Context means the platform, but also the moment: what your audience is doing and feeling when they see you.

In Oman, context is easy to forget and easy to use. Ramadan evenings, National Day, the summer heat, the Khareef season in Salalah, back-to-school weeks, payday at the end of the month. A post that respects these moments feels like it belongs. A generic post feels like an ad.

Language is context too. Arabic and English audiences in Muscat often respond to different humour and references, so we write and edit for each rather than translating word for word.

5. Then throw the right hook, clearly

Giving value first doesn’t mean being shy about selling. When it’s time for the right hook, Vaynerchuk wants it clear and easy to act on. A weak hook is a confusing one: a beautiful post with no price, no next step and a link that’s hard to find.

A good hook in Muscat might be one clear offer, one action (WhatsApp, book, call) and a reason to act now, like limited weekend slots. For Meta ads, the hook should match what your jabs promised. If your reels are friendly and helpful, the ad shouldn’t suddenly sound like a loud sales flyer.

A quick jab-and-hook check for your content

1. Look at your last 12 posts. How many give something, and how many ask?
2. Plan three jabs this week: one tip, one story, one bit of fun.
3. Plan every shoot by format: reel, carousel, stories, ad cut.
4. Add one Omani moment to your monthly calendar.
5. Make your next right hook simple: one offer, one button, one reason.

Not sure whether your account is all hooks and no jabs? Ask us for a free Instagram analysis and we’ll send you a short, honest report on WhatsApp.

Summary and commentary by the NoOr team, based on Gary Vaynerchuk’s book Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World (2013). Ideas are paraphrased, not quoted.