1 00:00:00,083 --> 00:00:03,169 You can, off the bat, get a million views on your first video. 2 00:00:03,211 --> 00:00:04,713 YouTube is kind of a zero sum game. 3 00:00:04,713 --> 00:00:07,632 If you want to like go high level, I would go outside of YouTube. 4 00:00:07,632 --> 00:00:10,427 How much did the biggest YouTuber you work with making a month? 5 00:00:10,427 --> 00:00:12,679 Jake Brian is the YouTube strategist. 6 00:00:12,679 --> 00:00:15,265 Though engineered. Growth for the platform's biggest creators. 7 00:00:15,265 --> 00:00:18,226 We can't be results based. We just got to be heavily process oriented. 8 00:00:18,226 --> 00:00:20,228 Set a new creator, new a B testing. 9 00:00:20,228 --> 00:00:23,064 I have seen people go to a million views on a single video 10 00:00:23,064 --> 00:00:25,567 specifically because of how we split tests. 11 00:00:25,567 --> 00:00:26,401 But there's one question 12 00:00:26,401 --> 00:00:29,946 what is stopping you from turning content into a high converting powerhouse? 13 00:00:29,946 --> 00:00:31,990 How many of you is that have you generated in total? 14 00:00:31,990 --> 00:00:36,453 I stopped counting around 2.5 billion is going to be the next MrBeast 15 00:00:36,494 --> 00:00:37,954 I know type for that is. 16 00:00:39,831 --> 00:00:42,584 So level one zero views. 17 00:00:42,584 --> 00:00:45,712 So you've been in the YouTube game for over ten years. 18 00:00:45,712 --> 00:00:48,465 And you work with some of the top YouTube creators in the world. 19 00:00:48,465 --> 00:00:51,217 Let's start by what's the video you're most proud of? 20 00:00:51,217 --> 00:00:53,386 Oh man, I love that question. 21 00:00:53,386 --> 00:00:57,432 I think I did a video with Mark Manson a while back. 22 00:00:57,432 --> 00:01:01,686 I worked with him for about two months and I gave him 100 ideas per month, 23 00:01:01,770 --> 00:01:06,024 but I knew I had one out of those like 200 ideas that I knew for 24 00:01:06,024 --> 00:01:08,777 sure was going to be as high as 50 of that year. I knew it for a fact. 25 00:01:08,777 --> 00:01:09,652 I never know 26 00:01:09,652 --> 00:01:11,863 normally doesn't happen like that, but that one I knew for sure 27 00:01:11,863 --> 00:01:15,575 and I gave him my idea was called Why Democracies Are Fucking Idiots, 28 00:01:15,575 --> 00:01:19,329 and I pitched those whole idea about this misunderstanding 29 00:01:19,329 --> 00:01:21,498 when it comes to like people who are well educated 30 00:01:21,498 --> 00:01:24,000 and how it actually correlates to real intelligence. 31 00:01:24,000 --> 00:01:25,585 And he looked at me like I was crazy. 32 00:01:25,585 --> 00:01:27,212 And I'm like, no, trust me, this is a real thing. 33 00:01:27,212 --> 00:01:28,755 I'm not making this up. It's a real thing. 34 00:01:28,755 --> 00:01:31,549 And no one has talked about it. And your video is going to bang. 35 00:01:31,549 --> 00:01:36,262 And he was kind of like, okay, but you didn't actually impose it that year. 36 00:01:36,262 --> 00:01:39,849 He posted the following year and sure enough, it was adapted 37 00:01:40,016 --> 00:01:41,726 to every other year. He did that entire year. 38 00:01:41,726 --> 00:01:44,729 I think it was right now at 1.3 million years. 39 00:01:44,729 --> 00:01:47,065 Why do you think that video outperformed like it did? 40 00:01:47,065 --> 00:01:47,941 There's a couple factors. 41 00:01:47,941 --> 00:01:52,028 A big one is like there is an ironic element to the title. 42 00:01:52,070 --> 00:01:56,157 Like normally if you are super intelligent, you're not idiot, right? 43 00:01:56,199 --> 00:01:58,868 That's how that's the idea. But here it's claiming the opposite. 44 00:01:58,868 --> 00:02:01,955 So not only is it is there irony, there's a country take here, 45 00:02:02,038 --> 00:02:04,290 but on top of that it's an aggressive country 46 00:02:04,290 --> 00:02:06,501 and take hence the word fuck is literally in it, right? 47 00:02:06,501 --> 00:02:07,544 I knew for sure I was going to 48 00:02:07,544 --> 00:02:11,631 work with with Mark specifically because he wrote the book subtle Art, 49 00:02:11,631 --> 00:02:13,174 not give it a fuck and it works with his brand. 50 00:02:13,174 --> 00:02:15,468 He great contrarian and I just all those things come by 51 00:02:15,468 --> 00:02:17,804 and I was like, there's no way this is not as high as 52 00:02:17,804 --> 00:02:19,848 there's just too many things working in our favor. 53 00:02:19,848 --> 00:02:22,142 And so literally, just based on the title alone, 54 00:02:22,142 --> 00:02:23,685 and I think they left the title exactly the same. 55 00:02:23,685 --> 00:02:26,479 If there's one change instead of why I think it's just 56 00:02:26,479 --> 00:02:28,690 intellectuals are fucking idiots is the only difference. 57 00:02:28,690 --> 00:02:30,775 But that alone gave me everything I needed. 58 00:02:30,775 --> 00:02:33,069 But then they killed it with the thumbnail on top of that. 59 00:02:33,069 --> 00:02:35,989 So after that I was like, yeah, this is yeah, they did everything right. 60 00:02:35,989 --> 00:02:39,117 When you're just getting started and you're working with a new creator, right? 61 00:02:39,159 --> 00:02:40,076 This is level one. 62 00:02:40,076 --> 00:02:43,538 They have zero views, zero audience, like where do you start? 63 00:02:43,538 --> 00:02:47,417 What's the first piece of strategy advice you give a creator? 64 00:02:47,500 --> 00:02:49,127 It usually starts with like 65 00:02:49,127 --> 00:02:52,672 what's the thing that you have in a real says, you know, I work with a 66 00:02:52,714 --> 00:02:57,051 very niche creator who's a education violin expert, 67 00:02:57,051 --> 00:02:59,971 and his videos were on teaching them how to play the violin. 68 00:02:59,971 --> 00:03:01,347 And everyone I talked to said, 69 00:03:01,347 --> 00:03:04,017 oh, you can only get 25,000 views, because that's what I wanted to get in. 70 00:03:04,017 --> 00:03:05,894 And I just kind of thought that was bullshit. 71 00:03:05,894 --> 00:03:07,478 Like, no, I think you can get a lot more. 72 00:03:07,478 --> 00:03:08,396 And I told them, forbade him. 73 00:03:08,396 --> 00:03:10,899 I think you can actually get 100,000 views on these videos. 74 00:03:10,899 --> 00:03:15,111 And sure enough, the very first video we did, he was three videos in 75 00:03:15,111 --> 00:03:20,491 each video was at 500 views, and that one right now was at 160,000, 76 00:03:20,533 --> 00:03:23,786 I think, I knew it was going to work because he told me his experience. 77 00:03:23,786 --> 00:03:24,787 I said, what's your experience? 78 00:03:24,787 --> 00:03:28,166 He was like, I've been trying in the violin for 30 years. 79 00:03:28,166 --> 00:03:29,334 I've played in these conferences. 80 00:03:29,334 --> 00:03:32,337 I've been all over the world and I'm like, okay, 81 00:03:32,337 --> 00:03:35,965 this like, I was shocked that you haven't gotten more views yet. 82 00:03:36,007 --> 00:03:38,843 Like, that tells me you're just really bad at branding yourself on YouTube. 83 00:03:38,843 --> 00:03:40,470 And so all I knew was like, cool. 84 00:03:40,470 --> 00:03:42,555 All I got to do is brand you in the right way 85 00:03:42,555 --> 00:03:43,681 and you're going to get all the viewers. 86 00:03:43,681 --> 00:03:46,643 And that video specifically, all I did, I didn't touch the video. 87 00:03:46,643 --> 00:03:48,686 I did not write the script. I did not create the intro. 88 00:03:48,686 --> 00:03:52,065 I just told him, use this thumbnail and use this title. 89 00:03:52,065 --> 00:03:53,483 And that was it. 90 00:03:53,483 --> 00:03:55,985 So that was so really that was the packaging? 91 00:03:55,985 --> 00:03:57,111 100%. Yeah. 92 00:03:57,111 --> 00:03:59,739 And what's funny is, like we were arguing about it initially 93 00:03:59,739 --> 00:04:01,741 because he was kind of testing me to see if I knew what I was talking about. 94 00:04:01,741 --> 00:04:02,325 But it's funny. 95 00:04:02,325 --> 00:04:05,036 How can you tell me if you don't know what you're talking about here? Right. 96 00:04:05,036 --> 00:04:08,039 But he was testing me, saying like, oh, which thumbnails is the best? 97 00:04:08,248 --> 00:04:09,082 I had like nine. 98 00:04:09,082 --> 00:04:10,667 I was looking at it from nine different designers. 99 00:04:10,667 --> 00:04:11,834 They all sucked except for one. 100 00:04:11,834 --> 00:04:13,711 And I was like, that one is the best one. 101 00:04:13,711 --> 00:04:16,172 I can tell because, you know, you're throwing up somewhere 102 00:04:16,172 --> 00:04:18,341 you can see, like the backgrounds, all black. 103 00:04:18,341 --> 00:04:20,468 And so you're going to have a super, super high 104 00:04:20,468 --> 00:04:23,304 focus on the things that matter because the background is gone. Right? 105 00:04:23,304 --> 00:04:24,013 But it's black. 106 00:04:24,013 --> 00:04:26,015 And so at that time, there wasn't a lot of creators 107 00:04:26,015 --> 00:04:27,225 doing that kind of black background. 108 00:04:27,225 --> 00:04:29,811 A lot of it was white and green and blue, etc. 109 00:04:29,811 --> 00:04:31,020 like very vibrant colors. 110 00:04:31,020 --> 00:04:33,439 So we're going to stand amongst our competition. Right. 111 00:04:33,439 --> 00:04:36,526 And then on top of that, there was an arrow and the sound 112 00:04:36,609 --> 00:04:39,153 sounds funny, but if you put an arrow on your thumbnail, 113 00:04:39,153 --> 00:04:42,198 you're way more likely to get higher impressions versus if you don't. 114 00:04:42,198 --> 00:04:44,617 And for some reason, people don't really talk about that. 115 00:04:44,617 --> 00:04:46,703 I don't know why, but it's like super evident. 116 00:04:46,703 --> 00:04:48,496 And when you do an AB test, 117 00:04:48,496 --> 00:04:51,624 one with arrow without, you'll see just like a crazy difference 118 00:04:51,624 --> 00:04:55,712 just by adding a little tiny arrow, again, focusing your attention 119 00:04:55,712 --> 00:04:56,754 on things that matter. 120 00:04:56,754 --> 00:05:00,216 And then on top of that, you just put some kind of text that gives 121 00:05:00,258 --> 00:05:03,886 what I would call like guided intrigue. 122 00:05:03,886 --> 00:05:06,931 And that guided intrigue is going to be the thing 123 00:05:06,931 --> 00:05:10,435 that tells them what they should be expecting without giving too much info. 124 00:05:10,601 --> 00:05:14,063 In this case, it was the title of the video was How to Master for Bravo 125 00:05:14,188 --> 00:05:18,901 in 25 minutes and the video was 25 minutes long, hence the title and the thumbnail. 126 00:05:18,901 --> 00:05:20,778 It was literally. 127 00:05:20,778 --> 00:05:23,323 I think it was just perfect for grotto, and I intentionally tried 128 00:05:23,323 --> 00:05:26,826 to make sure that we didn't have perfect again or master again. 129 00:05:26,826 --> 00:05:28,619 So we're not like reusing this in real estate 130 00:05:28,619 --> 00:05:31,748 in our title and our thumbnail and those two things combined. 131 00:05:31,789 --> 00:05:34,000 Now it's going to master it and it's going to be perfect. 132 00:05:34,000 --> 00:05:37,420 So now you're like, well, shoot, I mean, I got 25 minutes to spare. 133 00:05:37,420 --> 00:05:38,588 And we're we're heavily 134 00:05:38,588 --> 00:05:42,425 reliant on the fact that people are lazy and they don't want to watch a long video. 135 00:05:42,425 --> 00:05:46,220 And so if I say to master it in 25 minutes, it's not a long time versus 136 00:05:46,262 --> 00:05:47,305 like how to play it. 137 00:05:47,305 --> 00:05:49,682 And like, that's kind of a long time just to learn how to play it. 138 00:05:49,682 --> 00:05:52,018 And I know you're going to be a master of none of that is over. 139 00:05:52,018 --> 00:05:53,519 And that was pretty much it. 140 00:05:53,519 --> 00:05:55,772 That's like once you have all those elements at play, 141 00:05:55,772 --> 00:05:57,607 it's kind of hard for the video not to do well. 142 00:05:57,607 --> 00:06:00,485 I would honestly question why wouldn't it do well at that point? 143 00:06:00,485 --> 00:06:04,614 So packaging title thumbnail for a creator, just getting started is vital. 144 00:06:04,655 --> 00:06:06,824 It can make or break your success. 145 00:06:06,824 --> 00:06:09,202 Yeah, I think it's actually more important than the video itself, 146 00:06:09,202 --> 00:06:12,205 which is like that's a pretty I think that's a pretty strong take 147 00:06:12,205 --> 00:06:13,498 if you ask a lot of people. 148 00:06:13,498 --> 00:06:17,877 But every single person I've ever talked to who has a channel 149 00:06:17,877 --> 00:06:20,296 and they're always complaining, like, how come not getting more views? 150 00:06:20,296 --> 00:06:23,674 And I say, like as a litmus test, do you have a competitive 151 00:06:23,674 --> 00:06:26,677 you look at right now that's doing way better than you and they go, 152 00:06:26,803 --> 00:06:30,973 yeah, like it's so frustrating and like they understand stuff you don't. 153 00:06:30,973 --> 00:06:33,393 And they're like, well, their videos suck compared to mine. 154 00:06:33,393 --> 00:06:35,103 And I'm like, I know. 155 00:06:35,103 --> 00:06:36,687 And they're better at this than you. 156 00:06:36,687 --> 00:06:40,316 Still, it's because it's not about like, who has the highest quality 157 00:06:40,358 --> 00:06:43,444 video game when it comes to getting the views you're looking for. 158 00:06:43,486 --> 00:06:46,906 It comes to who understands the YouTube platform better than anyone else. 159 00:06:46,906 --> 00:06:49,700 And that is entirely a packaging game. 160 00:06:49,700 --> 00:06:51,869 Like, have a weird analogy, but you'll understand this. 161 00:06:51,869 --> 00:06:54,122 I think, like you have a business and you do a lot of marketing. 162 00:06:54,122 --> 00:06:57,583 generally, like marketing, it's not brought in front of you. 163 00:06:57,583 --> 00:06:59,460 You simply cannot interact with it. Right. 164 00:06:59,460 --> 00:07:01,045 And so with YouTube, it's the same thing. 165 00:07:01,045 --> 00:07:03,756 If the video is not shown in front of you, you cannot click on it. 166 00:07:03,756 --> 00:07:04,674 It can't happen. 167 00:07:04,674 --> 00:07:06,092 And so when you ask like, 168 00:07:06,092 --> 00:07:10,513 how do I get on the top shelf right of YouTube's catalog, 169 00:07:10,638 --> 00:07:15,184 will that comes down to best titles, best thumbnails, and also best intro. 170 00:07:15,184 --> 00:07:16,310 And I consider the intro 171 00:07:16,310 --> 00:07:20,314 as part of the packaging of the video because of the hover play aspect. 172 00:07:20,440 --> 00:07:21,441 Yeah. 173 00:07:21,441 --> 00:07:22,191 And so once you have 174 00:07:22,191 --> 00:07:25,903 those three elements done that, well, YouTube's kind of existed like, well, 175 00:07:25,945 --> 00:07:29,740 how why wouldn't we, you know, make sure everyone sees this is, you know. 176 00:07:30,074 --> 00:07:31,617 Yeah. But tell me about your background. 177 00:07:31,617 --> 00:07:32,452 What is your background 178 00:07:32,452 --> 00:07:36,205 before YouTube and how did you end up getting into YouTube or YouTube strategy? 179 00:07:36,205 --> 00:07:37,373 Yeah, because it's funny. 180 00:07:37,373 --> 00:07:39,333 You don't like, you know, someone asked me what you're 181 00:07:39,333 --> 00:07:40,626 you're not like, I want to be used to strategy. 182 00:07:40,626 --> 00:07:42,044 Like that didn't even exist, right? 183 00:07:42,044 --> 00:07:43,379 I think the job was literally 184 00:07:43,379 --> 00:07:46,799 made by Patty Galloway and want to say 2019 to Jimmy. 185 00:07:46,799 --> 00:07:49,760 But for me, I started in judicial media last night. 186 00:07:49,760 --> 00:07:50,761 I did was like a TV show. 187 00:07:50,761 --> 00:07:52,305 I was like post-production director. 188 00:07:52,305 --> 00:07:54,765 And I kind of thought like, cool, like, this is it, this is what I do. 189 00:07:54,765 --> 00:07:56,434 And after it was over, nothing happened. 190 00:07:56,434 --> 00:07:59,562 I got no job like nobody cares, just overworked and underpaid. 191 00:07:59,562 --> 00:08:01,856 And I was like, well, this sucks. 192 00:08:01,856 --> 00:08:03,524 What's this YouTube thing I've been watching whole life, 193 00:08:03,524 --> 00:08:07,528 and I've been watching this since, like, you know, like I want to say 2007 when, 194 00:08:07,570 --> 00:08:10,114 like, Smosh was coming out and like a lot of stuff, I would like 195 00:08:10,114 --> 00:08:11,324 watch it with my friends and whatnot. 196 00:08:11,324 --> 00:08:13,576 so I was like fairly familiar with what was going on. 197 00:08:13,576 --> 00:08:15,119 But like, I always see it as an industry, 198 00:08:15,119 --> 00:08:17,246 but I just kind of realized like, well, they're posting somehow. 199 00:08:17,246 --> 00:08:20,917 So someone still made someone's editing, so why can't I just be that guy? 200 00:08:20,958 --> 00:08:23,711 And I was like, okay, whatever, I'm just gonna start doing some YouTubers. 201 00:08:23,711 --> 00:08:26,172 The first guy at the end, he's like, that's me. 202 00:08:26,172 --> 00:08:28,591 And I was like, okay, new plan. 203 00:08:28,591 --> 00:08:30,801 I'm not doing the TV route anymore. 204 00:08:30,801 --> 00:08:31,969 I'm just going to go to YouTube. 205 00:08:31,969 --> 00:08:35,640 And from there I started working at a company called High Five Studios. 206 00:08:35,640 --> 00:08:39,560 That was Matthias company, where at the time, 207 00:08:39,560 --> 00:08:40,686 I mean, even today is kind of 208 00:08:40,686 --> 00:08:44,440 an impressive feat, but at the time no one had a company with 55 employees. 209 00:08:44,440 --> 00:08:47,318 Just on AdSense alone was everyone's cable. 210 00:08:47,318 --> 00:08:50,530 was really confusing to me because I was like, how are you making money? 211 00:08:50,696 --> 00:08:52,114 Like, who's paying us? 212 00:08:52,114 --> 00:08:54,742 Like, do we have a product? Do we have a service? 213 00:08:54,742 --> 00:08:56,577 Like like, no, just YouTube. 214 00:08:56,577 --> 00:08:58,079 And I'm like, what do you mean? 215 00:08:58,079 --> 00:09:00,623 Like just I really couldn't figure this out. 216 00:09:00,623 --> 00:09:02,500 And it was it's so obvious now. 217 00:09:02,500 --> 00:09:05,753 But at the time I was really confused, like, how are we all getting paid? 218 00:09:05,753 --> 00:09:08,506 And I learned like the back end of how YouTube works. 219 00:09:08,506 --> 00:09:12,802 I learned like we had 12 channels and I got to edit for like six of them. 220 00:09:12,802 --> 00:09:15,721 And I started to realize like, oh, they're different. 221 00:09:15,721 --> 00:09:17,473 Like, even though it's under the same brand, like, 222 00:09:17,473 --> 00:09:19,850 even though it is under the same company, 223 00:09:19,850 --> 00:09:21,852 we're still going to treat the audience differently. 224 00:09:21,852 --> 00:09:23,729 there's a gaming channel, we don't edit gaming channels 225 00:09:23,729 --> 00:09:25,314 the way you would in Unboxing channel. 226 00:09:25,314 --> 00:09:27,650 And they have like a parody unboxing channel called Dover. Nope. 227 00:09:27,650 --> 00:09:30,027 when I realized, oh, that's you treat these differently. 228 00:09:30,027 --> 00:09:31,737 And I started to realize like, not no channel 229 00:09:31,737 --> 00:09:33,906 is the same as kind of what it took from that. 230 00:09:33,906 --> 00:09:36,409 And yeah, and then after that, it was just kind of 231 00:09:36,409 --> 00:09:39,829 like a slew of just editing, filming, and then from editing filming 232 00:09:39,870 --> 00:09:43,374 to pitching ideas to writing scripts and to creating thumbnails 233 00:09:43,374 --> 00:09:44,250 and then starting 234 00:09:44,250 --> 00:09:47,336 to work with certain creators like I worked with like, Hudson Matter 235 00:09:47,336 --> 00:09:48,004 pretty closely. 236 00:09:48,004 --> 00:09:50,756 And I think this was the moment when I was starting to click, 237 00:09:50,756 --> 00:09:54,510 because with him, I was pretty much just doing everything for him. 238 00:09:54,510 --> 00:09:58,139 And like, I was editing, I was filming, I was pretty well. 239 00:09:58,264 --> 00:09:59,181 I think he had, you know, 240 00:09:59,181 --> 00:10:03,144 he had a guy to create thumbnails, but I was helping him with the packaged ideas. 241 00:10:03,227 --> 00:10:05,271 I was helping with the script in mediation. 242 00:10:05,271 --> 00:10:06,897 And then once we post, we talked about analytics 243 00:10:06,897 --> 00:10:09,859 and then just get to it like the next week and we post weekly doing that. 244 00:10:09,859 --> 00:10:15,656 And so after that, I got into fully offering my services as YouTube strategy. 245 00:10:15,990 --> 00:10:19,285 And it was funny because I never felt like a YouTube strategist. 246 00:10:19,285 --> 00:10:20,036 I felt like, 247 00:10:21,120 --> 00:10:21,329 like, 248 00:10:21,329 --> 00:10:25,082 you see a lot of creators who seem like they're kind of just making stuff up. 249 00:10:25,124 --> 00:10:28,336 I don't really seem like they're actually getting the results for anybody 250 00:10:28,336 --> 00:10:31,631 or doing the work right, and I didn't want to be seen like that. 251 00:10:31,631 --> 00:10:32,757 I was afraid, like I would, 252 00:10:32,757 --> 00:10:33,090 you know, 253 00:10:33,090 --> 00:10:34,425 people would see me as like some of these 254 00:10:34,425 --> 00:10:35,760 just like making this stuff up or whatever. 255 00:10:35,760 --> 00:10:38,012 But it was when someone reached out to me, it was a big creator 256 00:10:38,012 --> 00:10:40,598 whose name is Eric the Electric he had at the time, 4 million subs. 257 00:10:40,598 --> 00:10:43,017 And he was like, hey, I really need help with some strategy. 258 00:10:43,017 --> 00:10:44,393 And I was just kind of like, 259 00:10:44,393 --> 00:10:47,647 like at the time, I was going through a season of my life 260 00:10:47,647 --> 00:10:49,774 where I was like, kind of like sad about what I'm doing, whatever. 261 00:10:49,774 --> 00:10:51,984 And I was like asleep. And we were like, I don't care. 262 00:10:51,984 --> 00:10:53,778 I might just do this, do that, fix this. 263 00:10:53,778 --> 00:10:55,029 I just do this stuff right. 264 00:10:55,029 --> 00:10:58,032 And then like a week later, the videos posted 265 00:10:58,032 --> 00:11:01,243 and I wake up to him giving me a bonus in my payroll. 266 00:11:01,243 --> 00:11:03,245 And I was kind of like, hey, did you send us on accident? 267 00:11:03,245 --> 00:11:03,788 And I was like, 268 00:11:03,788 --> 00:11:07,041 this was the highest opening retention I've ever had in past ten years. 269 00:11:07,375 --> 00:11:10,461 And when I saw that, I was like, wait, what did I do? 270 00:11:10,628 --> 00:11:11,712 Like, wait, what? 271 00:11:11,712 --> 00:11:13,964 And I go back to even reverse engineer. What do you mean? 272 00:11:13,964 --> 00:11:15,675 I don't remember what I did, but I realized, like, 273 00:11:15,675 --> 00:11:16,509 at that moment, like, 274 00:11:16,509 --> 00:11:19,095 I think I can do this, like, I think I should offer this to people 275 00:11:19,095 --> 00:11:21,430 because I didn't I didn't realize one this was valuable. 276 00:11:21,430 --> 00:11:23,349 And to this actually helps creators. 277 00:11:23,349 --> 00:11:25,017 And once I understood that, that's when I was like, 278 00:11:25,017 --> 00:11:27,645 okay, I am now YouTube drivers and going all in on that. 279 00:11:27,645 --> 00:11:28,104 I love that. 280 00:11:28,104 --> 00:11:32,274 What's the most viewed video you ever made and why did that video blow up? 281 00:11:32,274 --> 00:11:33,109 okay, this was like, 282 00:11:33,109 --> 00:11:36,612 I actually consider this to be the very first advice I ever gave to a creator. 283 00:11:36,612 --> 00:11:39,573 So I was working with a cookie God. And at the time I was an editor for him. 284 00:11:39,573 --> 00:11:40,908 He was like a 7 million views. 285 00:11:40,908 --> 00:11:44,328 And now he's like the top Minecraft on the planet, you know, really proud of him. 286 00:11:44,328 --> 00:11:46,956 all of this hasn't come from him working really, really hard. 287 00:11:46,956 --> 00:11:48,541 So I wanted to take anything away from it. 288 00:11:48,541 --> 00:11:54,672 But that being said, we work in this video and I remember I gave him an hour 289 00:11:54,714 --> 00:11:57,925 long edit and he's normally he's posting during that videos 290 00:11:57,925 --> 00:11:59,552 and he just literally like texted me. 291 00:11:59,552 --> 00:12:01,804 He's like, no, he's like, take it back. 292 00:12:01,804 --> 00:12:04,682 You're like, we are not making Marvel movies to like, cut it down. 293 00:12:04,682 --> 00:12:07,059 And I fought him on this like, I almost never do this. 294 00:12:07,059 --> 00:12:08,769 But I was like, no, I'm telling you. 295 00:12:08,769 --> 00:12:12,481 Like, if we upload this video, no one has hour long videos on Minecraft 296 00:12:12,481 --> 00:12:13,357 at the time like it was Luke. 297 00:12:13,357 --> 00:12:15,067 The notable was like almost the only one. 298 00:12:15,067 --> 00:12:18,070 It's like if we do this on our own, it's going to do better. 299 00:12:18,070 --> 00:12:19,155 And he was like, 300 00:12:19,155 --> 00:12:23,200 okay, I guess we'll just do it 55 minutes instead of an hour and ten. 301 00:12:23,200 --> 00:12:27,163 And I made the intro very specifically, and I remember watching a bunch of Mr. 302 00:12:27,163 --> 00:12:27,621 Beast's videos. 303 00:12:27,621 --> 00:12:28,581 Then what's funny is, like, 304 00:12:28,581 --> 00:12:30,499 he had these videos where it's just like black 305 00:12:30,499 --> 00:12:32,251 and then text on the screen where he's like, 306 00:12:32,251 --> 00:12:36,213 I did so and so, and I actually used that in the first five seconds to mimic 307 00:12:36,255 --> 00:12:39,842 exactly what he did and made the trailer for the video really cool. 308 00:12:39,842 --> 00:12:41,886 And sure enough, we did all those things right? 309 00:12:41,886 --> 00:12:44,847 Right now with this high speed video sitting there, about 50 million views. 310 00:12:44,847 --> 00:12:46,390 Wow. 50 million. 311 00:12:46,390 --> 00:12:47,725 Okay, so we're at level one. 312 00:12:47,725 --> 00:12:50,060 We're starting with just the very basics. 313 00:12:50,060 --> 00:12:52,646 And I think like you said, packaging is important, right? 314 00:12:52,646 --> 00:12:56,942 It's and packaging from what you said is title thumbnail and intro. 315 00:12:56,942 --> 00:13:00,279 let's jump into thumbnail for a second because I feel like that's what 316 00:13:00,321 --> 00:13:02,323 catches your eye first when you're at least for me, 317 00:13:02,323 --> 00:13:04,658 when I'm scrolling YouTube, the thumbnail catches my eye. 318 00:13:04,658 --> 00:13:06,076 Then I might look at title. 319 00:13:06,076 --> 00:13:07,661 And obviously if I click through its intro. 320 00:13:07,661 --> 00:13:09,872 So to me it kind of starts with the thumbnail. 321 00:13:09,872 --> 00:13:12,708 break this down for someone that's just starting from scratch. 322 00:13:12,708 --> 00:13:14,084 what are the first things they think about 323 00:13:14,084 --> 00:13:16,253 when they think about title and thumbnail? 324 00:13:16,253 --> 00:13:20,841 And maybe they don't have a budget to hire a strategist, a designer even. 325 00:13:20,883 --> 00:13:21,467 Right. 326 00:13:21,467 --> 00:13:24,053 that's cool is like to make it original thumbnail is free. 327 00:13:24,053 --> 00:13:25,888 Like it doesn't cost money, right. 328 00:13:25,888 --> 00:13:29,433 Like it was really like the thing that helped us was one a good team. 329 00:13:29,433 --> 00:13:32,061 We had good skill sets, but a lot of it was good knowledge, good research. 330 00:13:32,061 --> 00:13:32,436 Right. 331 00:13:32,436 --> 00:13:33,270 And that's like 332 00:13:33,270 --> 00:13:36,482 the thing that's probably different from like, hiring someone like me is 333 00:13:36,524 --> 00:13:39,985 I've done this for so long, I just read out, like the 90% 334 00:13:39,985 --> 00:13:43,030 of just noise of just this is not helpful are you know that. 335 00:13:43,030 --> 00:13:45,282 And that's the difference between like someone who's been doing it for a while 336 00:13:45,282 --> 00:13:46,408 and someone who's like just starting off 337 00:13:46,408 --> 00:13:48,369 because like, you don't know what's in the ones yet. 338 00:13:48,369 --> 00:13:49,995 So you're all kind of guessing, right? 339 00:13:49,995 --> 00:13:53,999 But what the reason why outlier theory is so helpful in this regard 340 00:13:54,041 --> 00:13:56,043 is because you don't have to do any of that. 341 00:13:56,043 --> 00:13:57,378 You can just copy us and else does. 342 00:13:57,378 --> 00:13:59,964 But to make something truly original and that's like your own. 343 00:13:59,964 --> 00:14:01,549 This is where you're gonna have to take risks. 344 00:14:01,549 --> 00:14:05,302 You're going to have to allow yourself to look down and like, 345 00:14:05,344 --> 00:14:07,221 you know, people might make fun of you on Twitter. 346 00:14:07,221 --> 00:14:08,013 Be like, well, look at this guy. 347 00:14:08,013 --> 00:14:10,099 He can't make it good, though, but the odds are no one's going to see it. 348 00:14:10,099 --> 00:14:12,017 So probably no one's going to say that. 349 00:14:12,017 --> 00:14:13,269 But once it gets views, 350 00:14:13,269 --> 00:14:15,229 then I'll send they'll start making fun of you for some reason. 351 00:14:15,229 --> 00:14:19,608 And to get there, you really have to like, just think about like like it's 352 00:14:19,608 --> 00:14:20,609 kind of a crucial at this point. 353 00:14:20,609 --> 00:14:23,863 But I think of like first principles thinking often where it's like, 354 00:14:23,904 --> 00:14:24,363 you know, 355 00:14:24,363 --> 00:14:28,409 what elements can you take out of an image before it is no longer functioning 356 00:14:28,450 --> 00:14:29,743 as a thumbnail? 357 00:14:29,743 --> 00:14:34,623 And so we tried once where it's like, what if it was just the biography photo? 358 00:14:34,999 --> 00:14:38,586 It just didn't tell us enough to know why we should click on it. 359 00:14:38,586 --> 00:14:40,838 And you'll see this a lot in your thumbnail. 360 00:14:40,838 --> 00:14:42,715 So it's kind of a fun game to play where it's like, 361 00:14:42,715 --> 00:14:43,883 look at a thumbnail with text, 362 00:14:43,883 --> 00:14:46,594 cover the text and ask yourself, what does this tell you? 363 00:14:46,594 --> 00:14:49,263 And what's what you find often doesn't tell you anything, 364 00:14:49,263 --> 00:14:52,057 like it just tells you nothing and you realize like, oh, 365 00:14:52,057 --> 00:14:56,937 like 80% of what's working in the some nail is the text we put in the thumbnail. 366 00:14:56,937 --> 00:14:57,897 Right? 367 00:14:57,897 --> 00:15:00,441 And so if you took away the text, the film doesn't work. 368 00:15:00,441 --> 00:15:03,944 And you realize like, oh, the words you put are really, 369 00:15:03,944 --> 00:15:08,657 really important, like super important, you can have the exact same image, 370 00:15:08,657 --> 00:15:12,786 the exact same face, and you change the juxtaposition based on what the text is. 371 00:15:12,786 --> 00:15:13,871 And that changes 372 00:15:13,871 --> 00:15:17,625 the way people are going to think, how they should engage with that video. 373 00:15:17,625 --> 00:15:21,128 And so number one here is like, 374 00:15:21,337 --> 00:15:27,009 you want that text to be the absolute best it possibly can and think about 375 00:15:27,051 --> 00:15:31,055 like what is good copy like one like good copy is brief. 376 00:15:31,055 --> 00:15:34,224 So like, you know, this is Shakespeare, but it's like brevity is the soul of wit. 377 00:15:34,266 --> 00:15:38,395 Like I try to preach that a lot, like be as brief as possible 378 00:15:38,437 --> 00:15:41,690 because that's going to communicate the most amount with the, 379 00:15:41,732 --> 00:15:44,318 you know, communicate the most, the most efficient way possible. 380 00:15:44,318 --> 00:15:46,528 And so that would definitely be number one. 381 00:15:46,528 --> 00:15:47,947 And then number two is think about 382 00:15:47,947 --> 00:15:50,366 like what's the image that you're trying to adjust the pose. 383 00:15:50,366 --> 00:15:50,991 Right. 384 00:15:50,991 --> 00:15:54,995 That image is going to be like the yin and yang to this text. 385 00:15:54,995 --> 00:15:58,832 And so like if we went with the sushi roll, we're not getting over 386 00:15:58,832 --> 00:16:00,709 thousands of views on this. Right. 387 00:16:00,709 --> 00:16:02,336 But notice the that one thumbnail. 388 00:16:02,336 --> 00:16:04,463 He went with the sports car and he actually did just 389 00:16:04,463 --> 00:16:06,048 I think at the time crossed them. 390 00:16:06,048 --> 00:16:08,968 Now I don't know where it's at right now, but he did with the right image. 391 00:16:08,968 --> 00:16:11,804 But if he didn't use that car, it probably wouldn't have gotten that much. 392 00:16:11,804 --> 00:16:15,975 And it would be interesting to even ponder why that car over another one, 393 00:16:15,975 --> 00:16:18,268 because he could have used like, you know, you could use a Corvette, 394 00:16:18,268 --> 00:16:21,438 you know, as a Ferrari and like, why was it this one specifically? 395 00:16:21,480 --> 00:16:23,232 Like, did he a b testing get here? 396 00:16:23,232 --> 00:16:26,068 Or was it just like luck of the draw sort of thing? 397 00:16:26,068 --> 00:16:27,861 And once you start studying 398 00:16:27,861 --> 00:16:30,864 other thumbnails that are in a similar vein of what you want to do, 399 00:16:30,906 --> 00:16:34,326 that's really when you start to learn the patterns of 400 00:16:34,326 --> 00:16:38,831 what do the people that succeed in what you want to actually succeed, 401 00:16:38,831 --> 00:16:41,792 and then you start applying that to you and see if it's true or not. 402 00:16:41,792 --> 00:16:46,171 Should a new creator do a B testing on thumbnails and titles? 403 00:16:46,171 --> 00:16:47,131 This is funny. 404 00:16:47,131 --> 00:16:49,133 Everyone I ever talked to says no. 405 00:16:49,133 --> 00:16:50,676 It's very rare. 406 00:16:50,676 --> 00:16:52,761 I find someone that says you're supposed to do that, 407 00:16:52,761 --> 00:16:54,763 and they tell me you're not supposed to do that all the time. 408 00:16:54,763 --> 00:16:57,683 They tell me not to. But the problem is, I have the data. 409 00:16:57,683 --> 00:17:00,644 I have the receipts that show me if I didn't test this, 410 00:17:00,644 --> 00:17:02,062 I would have got less views. 411 00:17:02,062 --> 00:17:03,981 And then people try to fight this, say, oh, imagine 412 00:17:03,981 --> 00:17:06,316 how many more views of it got to get in test. 413 00:17:06,316 --> 00:17:09,194 Let me just roll it back a little bit to give context. 414 00:17:09,194 --> 00:17:14,783 So a lot of times people say when you start a new channel, 415 00:17:14,783 --> 00:17:17,786 you're not supposed to split test, you're not supposed to be test. 416 00:17:18,037 --> 00:17:20,789 I don't think that's true. 417 00:17:20,789 --> 00:17:24,209 What you're really trying to do is figure out what is the right 418 00:17:24,793 --> 00:17:25,669 is the right title. 419 00:17:25,669 --> 00:17:28,505 And people say if you split it, you won't get enough data to know. 420 00:17:28,505 --> 00:17:31,800 The problem is, every time I've done it right, 421 00:17:31,842 --> 00:17:34,595 you get the views, which tells you the data of which one is going to win. 422 00:17:34,595 --> 00:17:39,600 And I have seen people go from zero to 100,000 to 1 million views 423 00:17:39,600 --> 00:17:43,979 on a single video because specifically because of how we split tested it. 424 00:17:43,979 --> 00:17:47,733 And when I see that and someone tries to tell me that's not true. 425 00:17:48,150 --> 00:17:51,153 The problem is like the data is literally telling me in the face it is. 426 00:17:51,153 --> 00:17:53,197 And so I'm not going to believe someone's 427 00:17:53,197 --> 00:17:57,117 random opinion they heard on some pocket and not no, no disrespect to podcast, 428 00:17:57,367 --> 00:18:01,038 but I'm not going to try to like just based on something that they heard right. 429 00:18:01,080 --> 00:18:04,166 I really want to base it on what the data is actually trying to tell me. 430 00:18:04,166 --> 00:18:08,128 And that's really all this comes down to, is like when you're trying to seek 431 00:18:08,128 --> 00:18:12,216 like what's true, all we have is the information that's kind of in front of us, 432 00:18:12,257 --> 00:18:16,053 or it's just someone else's opinion, and I don't really know where they came from. 433 00:18:16,053 --> 00:18:19,973 So for me, like, I'm not going to follow what someone else tells me 434 00:18:19,973 --> 00:18:20,516 I'm supposed to do 435 00:18:20,516 --> 00:18:22,810 if I'm seeing the results, you know, staring in the face 436 00:18:22,810 --> 00:18:25,270 when I'm split testing, especially on like a new video. 437 00:18:25,270 --> 00:18:28,440 I think if anything, if you're a new channel, it's a new video. 438 00:18:28,482 --> 00:18:30,818 You should split tests there, more so than you would 439 00:18:30,818 --> 00:18:33,737 with a more prominent channel, if that makes sense. 440 00:18:33,737 --> 00:18:36,657 guys, we've been so passionate about finding the biggest geniuses, 441 00:18:36,657 --> 00:18:38,742 and this is just one of the many episodes. 442 00:18:38,742 --> 00:18:40,744 If you want to make sure you don't miss the next one. 443 00:18:40,744 --> 00:18:42,037 Make sure to subscribe. 444 00:18:42,037 --> 00:18:43,831 All right, let's get back to the episode. 445 00:18:43,831 --> 00:18:46,834 let's talk about ideas, because the people that I know 446 00:18:46,834 --> 00:18:51,421 and I've talked to in and around YouTube have told me, like, look, the idea 447 00:18:51,463 --> 00:18:54,133 before you shoot the video is more important than the, 448 00:18:54,133 --> 00:18:57,052 you know, than shooting, than editing, than the thumbnail. 449 00:18:57,052 --> 00:18:59,138 So when someone's just getting started, 450 00:18:59,138 --> 00:19:01,598 right, they're just getting started from scratch. 451 00:19:01,598 --> 00:19:03,725 How important are the ideas? 452 00:19:03,725 --> 00:19:06,186 How do they find winning ideas? 453 00:19:06,186 --> 00:19:09,189 What's your strategy around ideas and how important are they? 454 00:19:09,690 --> 00:19:10,524 Everything. 455 00:19:10,524 --> 00:19:13,318 And like the idea is literally everything. 456 00:19:13,318 --> 00:19:14,736 And you know, I'm 457 00:19:14,736 --> 00:19:17,739 not the first person to beat this drum, nor am I being at the hardest. 458 00:19:17,739 --> 00:19:19,116 Really. Jimmy was the guy. 459 00:19:19,116 --> 00:19:21,785 MrBeast was the guy to beat this the hardest, right? 460 00:19:21,785 --> 00:19:24,788 And you know, when I got started, that's what I first 461 00:19:24,788 --> 00:19:27,457 did, was like, I was trying to figure out how the YouTube even work. 462 00:19:27,457 --> 00:19:31,378 And he went on a whole, like, strain of podcasts. 463 00:19:31,378 --> 00:19:34,047 And what's funny is he says the same stuff and a lot of them. 464 00:19:34,047 --> 00:19:36,133 And one of it was how important the idea was, 465 00:19:36,133 --> 00:19:38,385 and he actually breaks it down to where the makes sense a lot, 466 00:19:38,385 --> 00:19:42,931 where you could have an idea and it doesn't cost you more money, 467 00:19:42,931 --> 00:19:44,266 it doesn't take more effort, 468 00:19:44,266 --> 00:19:47,769 but it can get you ten x to the viewership from that one idea. 469 00:19:47,811 --> 00:19:51,315 Right? So the idea is literally everything. 470 00:19:51,315 --> 00:19:53,442 And what's funny is that people think it only applies to YouTube. 471 00:19:53,442 --> 00:19:56,445 I think it's actually like more of a broader sense, the ties 472 00:19:56,445 --> 00:20:00,324 to pretty much everything when it comes to trying to get people in 473 00:20:00,324 --> 00:20:00,908 the public 474 00:20:00,908 --> 00:20:03,785 to interact with a certain thing, whether it's a product, 475 00:20:03,785 --> 00:20:06,371 whether it's a business, whether it's a brand or YouTube video. 476 00:20:06,371 --> 00:20:09,791 The idea is everything and how you communicate 477 00:20:09,791 --> 00:20:12,461 the idea is pretty much that's pretty much what happened. 478 00:20:12,461 --> 00:20:15,380 Does is it communicating a really good idea in a very good way. 479 00:20:15,380 --> 00:20:18,717 And so the idea is so crucial. 480 00:20:18,717 --> 00:20:24,139 And what's funny is the way that I come up with ideas is very unorthodox. 481 00:20:24,139 --> 00:20:27,517 So if you go back to that Mark Manson video, like why those are idiots. 482 00:20:27,851 --> 00:20:30,103 I came up with the idea because I read does to ask you, 483 00:20:30,103 --> 00:20:33,357 and probably no one's going to say that I was just like, 484 00:20:33,982 --> 00:20:35,776 you made this book called crime a punishment. 485 00:20:35,776 --> 00:20:39,613 And if you break it down to a nutshell, he's making an argument on intellectuals, 486 00:20:39,613 --> 00:20:43,575 when left isolated, will rationalize evil acts, 487 00:20:43,575 --> 00:20:45,160 and they will act upon them in public. 488 00:20:45,160 --> 00:20:48,497 And this is why he specifically seems like from what I read, 489 00:20:48,497 --> 00:20:52,501 he seems like he hates intellectuals with a passion like he hates them. 490 00:20:52,501 --> 00:20:56,713 And I thought that was kind of a weird like being that he was trying 491 00:20:56,713 --> 00:20:58,632 to put in the fewest or the reader's head. 492 00:20:58,632 --> 00:21:00,384 And when I read The Idiot, 493 00:21:00,384 --> 00:21:04,471 it was like the inverse idea that he was trying to get a series. 494 00:21:04,471 --> 00:21:08,934 The answer to what I think you should do, and it very clearly to me 495 00:21:08,976 --> 00:21:12,854 looks like the idiot, the main character supposed to be like this living idea 496 00:21:12,854 --> 00:21:16,191 of who he thinks, like how he thinks he was alive and maybe how he actually is. 497 00:21:16,191 --> 00:21:18,193 Like more importantly, he thinks you should. 498 00:21:18,193 --> 00:21:21,989 And he's very blissful, very like very much similar to 499 00:21:22,030 --> 00:21:25,909 how like Christianity says the term like having faith like a child sort of thing. 500 00:21:25,909 --> 00:21:28,328 It's like very blissful to life sort of thing. 501 00:21:28,328 --> 00:21:31,790 And that's why he's called the Idiot, because in his mind, 502 00:21:31,832 --> 00:21:33,834 the idiot is the way you're supposed to live. 503 00:21:33,834 --> 00:21:35,252 And once I saw that, I realized, 504 00:21:35,252 --> 00:21:39,006 like I said it out, out like, oh, he thinks intellectuals are idiots. 505 00:21:39,089 --> 00:21:40,674 And once I said I was like, that's a title. 506 00:21:40,674 --> 00:21:43,677 I wrote it down and saved it later for when I was going to come up. 507 00:21:43,719 --> 00:21:46,388 But I would have never got there if I never read Dostoevsky. 508 00:21:46,388 --> 00:21:48,890 And the reason why I went to someone like him, 509 00:21:48,890 --> 00:21:51,810 he was one of the greatest writers to ever live in literature. 510 00:21:51,810 --> 00:21:54,980 And what ends up happening is these guys have phenomenal ideas 511 00:21:54,980 --> 00:21:57,607 that are timeless, which is why they're so celebrated. Right? 512 00:21:57,607 --> 00:22:01,445 And so I read a lot of fiction, and people would assume these great ideas 513 00:22:01,445 --> 00:22:02,321 that come from nonfiction. 514 00:22:02,321 --> 00:22:07,367 It's like, I actually think fiction has some better ideas than nonfiction does, 515 00:22:07,451 --> 00:22:11,121 because when you think about like the concept of like, you know, 516 00:22:11,204 --> 00:22:14,958 what is an idea to begin with, like, let alone what is a good one? 517 00:22:15,000 --> 00:22:19,171 You only get there because like, you have this like abstract language around it. 518 00:22:19,171 --> 00:22:21,506 And that's what like fiction work does very well. 519 00:22:21,506 --> 00:22:24,509 It doesn't try to explain on the nose what you're supposed to learn. 520 00:22:24,509 --> 00:22:28,472 It kind of just like observes the thing from afar, and then you get to take 521 00:22:28,472 --> 00:22:29,431 what you will from that. 522 00:22:29,431 --> 00:22:32,392 And that's why I think, like, you know, you look at like the prose and writing 523 00:22:32,392 --> 00:22:35,145 and why they're so effective, it just does that so well. 524 00:22:35,145 --> 00:22:36,646 And it philosophy is another one 525 00:22:36,646 --> 00:22:40,692 where it's like it's not necessarily trying to teach you how to think verbatim. 526 00:22:40,692 --> 00:22:44,780 It's more so like trying to get a idea that is very abstract across 527 00:22:44,780 --> 00:22:47,783 as a way to say there is no way to fully grasp this. 528 00:22:47,866 --> 00:22:50,243 There is no like, you know, you never see, like Schopenhauer, 529 00:22:50,243 --> 00:22:52,621 trying to show you like, oh, here's how you guys, this idea. 530 00:22:52,621 --> 00:22:54,122 I've done one little one liner, right. 531 00:22:54,122 --> 00:22:55,749 He's making these very long books. 532 00:22:55,749 --> 00:22:57,584 Are these very dense topics to show you. 533 00:22:57,584 --> 00:22:59,878 You really can't grasp this idea. 534 00:22:59,878 --> 00:23:02,005 Like, you just can't. But, you know, 535 00:23:02,005 --> 00:23:05,717 they are trying to communicate that as a way to show learning. 536 00:23:05,717 --> 00:23:06,301 Is this, like, 537 00:23:06,301 --> 00:23:08,345 really broad thing that never fully ends 538 00:23:08,345 --> 00:23:11,348 in philosophy is like a thing that never fully ends. 539 00:23:11,556 --> 00:23:16,561 And so I think like in that, in that respect, like philosophy in fiction, 540 00:23:16,686 --> 00:23:20,482 literature, fiction like work really well when it comes to coming up with ideas, 541 00:23:20,482 --> 00:23:24,027 because it really just frees your mind in a way I think nothing else really does. 542 00:23:24,069 --> 00:23:25,737 That makes sense. And what about for the creator? 543 00:23:25,737 --> 00:23:29,032 That's not going to read those fiction and nonfiction books and like, okay, 544 00:23:29,074 --> 00:23:34,579 I need an idea like, you know, is is a start using one of ten or these, you know, 545 00:23:34,746 --> 00:23:38,458 looking at getting inspiration from other people's ideas or YouTube 546 00:23:38,458 --> 00:23:41,628 videos, is that a start for someone that's just getting started? 547 00:23:41,670 --> 00:23:43,463 Yeah, you're just getting started 100%. 548 00:23:43,463 --> 00:23:45,924 But as far as like the way that I do it, it's just like 549 00:23:45,924 --> 00:23:49,261 I find more inspiration outside of YouTube than I do in YouTube videos. 550 00:23:49,636 --> 00:23:54,307 And I think, like if you want to like, because YouTube is a is, 551 00:23:54,349 --> 00:23:54,933 you know, 552 00:23:54,933 --> 00:23:55,976 a lot of people may not think of this, 553 00:23:55,976 --> 00:23:58,687 but YouTube is kind of a zero sum game and it's very competitive. 554 00:23:58,687 --> 00:24:01,356 And if you want to win, you got to ask yourself, 555 00:24:01,356 --> 00:24:03,608 what are the things your competitors are not doing right? 556 00:24:03,608 --> 00:24:06,403 And I can guarantee you they're not reading those books. 557 00:24:06,403 --> 00:24:08,447 Like they're not like no one is doing that. 558 00:24:08,447 --> 00:24:11,408 And even like when I find thumbnails, I go on Twitter a lot. 559 00:24:11,408 --> 00:24:13,285 Like I remember I saw this one 560 00:24:13,285 --> 00:24:16,788 thumbnail where I was like two stats next to each other and 561 00:24:17,122 --> 00:24:21,126 and I looked at it in one second, took a screenshot and just sent it to my team. 562 00:24:21,126 --> 00:24:22,836 And like, that's make this phone though right now 563 00:24:22,836 --> 00:24:26,006 because one client and that video was an instant 110, 564 00:24:26,047 --> 00:24:28,967 got like 600,000 views when it normally them. 565 00:24:28,967 --> 00:24:30,093 I was the creator Nicholas. 566 00:24:30,093 --> 00:24:32,095 You know, they got 100,000 at the time. 567 00:24:32,095 --> 00:24:35,849 But that's if you want to like go high level where it's like, 568 00:24:35,849 --> 00:24:38,059 I want to like be better than my competition. 569 00:24:38,059 --> 00:24:39,853 I would go outside of you to. 570 00:24:39,853 --> 00:24:41,646 But if you want to like, just start off and learn 571 00:24:41,646 --> 00:24:43,815 how to play the game you really want to use one of ten. 572 00:24:43,815 --> 00:24:45,567 Shout out to one of ten Richard's awesome 573 00:24:45,567 --> 00:24:47,861 best tool in the planet and you really want to use 574 00:24:47,861 --> 00:24:50,739 like their search engine to figure out, like the correlations. 575 00:24:50,739 --> 00:24:55,076 And what are the, constant consistencies. 576 00:24:55,076 --> 00:24:56,995 You're finding that thumbnails and titles that are winning. 577 00:24:56,995 --> 00:24:59,122 That's a great place to start, for sure. 578 00:24:59,122 --> 00:25:01,708 For the people out there that don't know one of ten, what is one of ten? 579 00:25:01,708 --> 00:25:04,336 Is it, you know, can you explain to it people what it is? 580 00:25:04,336 --> 00:25:06,087 Yeah, one of ten is the way that I sell it. 581 00:25:06,087 --> 00:25:11,092 It's basically a search engine to find the one of tens and on YouTube. 582 00:25:11,092 --> 00:25:15,138 And so to explain further, a 1 to 10 on YouTube, you have your, you know, 583 00:25:15,180 --> 00:25:19,184 your rating system where you're going to have a video from 1 to 10 584 00:25:19,267 --> 00:25:24,397 ranking your last ten uploads, ten being last place, one being first place. 585 00:25:24,397 --> 00:25:27,108 And so people get confused where it's like one is a scoreboard. 586 00:25:27,108 --> 00:25:30,904 It's actually you got the first place out of the last ten, so if you've got one 587 00:25:30,946 --> 00:25:31,530 at ten, 588 00:25:31,530 --> 00:25:34,908 that video performed better than the last ten uploads you just did. And 589 00:25:34,908 --> 00:25:37,911 so when you're looking at like outliers, you, that's what you're looking for. 590 00:25:38,036 --> 00:25:41,540 Who is someone to one of ten and how do I take that and apply it to 591 00:25:41,581 --> 00:25:42,165 my video. 592 00:25:42,165 --> 00:25:44,543 And one of ten is a tool that essentially does all those things 593 00:25:44,543 --> 00:25:46,878 very well as well as they do thumbnail generation, 594 00:25:46,878 --> 00:25:49,673 which I use it consistently for the clients that I work with. 595 00:25:49,673 --> 00:25:51,424 And I think it's just absolutely awesome 596 00:25:51,424 --> 00:25:55,220 when it comes to making them knows the way that, you know, they're going to crush. 597 00:25:55,220 --> 00:25:56,763 And same thing with title generation. 598 00:25:56,763 --> 00:25:59,766 And they have a bunch of other like research tools that are so helpful. 599 00:25:59,808 --> 00:26:01,518 And so I couldn't, you know, 600 00:26:01,518 --> 00:26:03,562 praise it more when it comes to especially starting off. 601 00:26:03,562 --> 00:26:07,857 And I still use it to this day at a high level, in a high level field. 602 00:26:07,857 --> 00:26:10,110 For someone that's just starting. 603 00:26:10,110 --> 00:26:15,490 You know, you said yourself, YouTube is a zero sum game, very competitive. 604 00:26:15,490 --> 00:26:19,911 Everyone and their mom and brother and uncle is on as on YouTube these days. 605 00:26:20,203 --> 00:26:20,912 You know, 606 00:26:20,912 --> 00:26:23,873 for someone that's just getting started, what are some of the things they need 607 00:26:23,915 --> 00:26:27,168 to think about before they start on YouTube? 608 00:26:27,210 --> 00:26:28,545 What do you want? 609 00:26:28,545 --> 00:26:30,839 And more specifically, what do you want to happen next? 610 00:26:30,839 --> 00:26:31,506 Six months. 611 00:26:31,506 --> 00:26:34,426 And most of the time they don't really think about it in that way. 612 00:26:34,426 --> 00:26:37,178 They'll say things like, well, I just want to win. 613 00:26:37,178 --> 00:26:39,014 And I'm like, it's not a KPI. 614 00:26:39,014 --> 00:26:40,765 I can't, I can't get that for you. Right? 615 00:26:40,765 --> 00:26:42,267 So I'm like, let me try something away. 616 00:26:42,267 --> 00:26:45,729 Six months from now, you get an average of a million views properly, you're happy. 617 00:26:45,770 --> 00:26:49,149 Then you just go, yes, yes, I love them averaging one of these per video. 618 00:26:49,190 --> 00:26:51,443 I'm like, but the Cavaliers make no money. 619 00:26:51,443 --> 00:26:52,652 Are you okay with that? 620 00:26:52,652 --> 00:26:55,030 And they're like then they kind of pause and take a step back. 621 00:26:55,030 --> 00:26:57,032 They're like, well wait a minute, I know I want money. 622 00:26:57,032 --> 00:27:00,702 I'm like, okay, you want to optimize for revenue, 623 00:27:00,744 --> 00:27:02,162 you don't want to optimize for views. 624 00:27:02,162 --> 00:27:04,497 So we're going to change to that model instead. 625 00:27:04,497 --> 00:27:07,500 And they get kind of really confused because they were up to this point, 626 00:27:07,542 --> 00:27:09,002 we're sure you got a lot of views. 627 00:27:09,002 --> 00:27:09,753 You've got a lot of money. 628 00:27:09,753 --> 00:27:13,632 And I'm like, yeah, eventually not in the first year. 629 00:27:13,798 --> 00:27:16,092 Like in the first year, you're probably going to be a net negative. 630 00:27:16,092 --> 00:27:18,178 And people don't understand that. 631 00:27:18,178 --> 00:27:21,264 Like if you want to make money, it's a very different game. 632 00:27:21,264 --> 00:27:24,809 And so the only way you're going to make money on YouTube is, 633 00:27:25,560 --> 00:27:28,355 you're going to sell someone else's 634 00:27:28,355 --> 00:27:31,399 product or service, or you're going to sell your product or service. 635 00:27:31,399 --> 00:27:34,277 And so the question comes down to who's are we selling? 636 00:27:34,277 --> 00:27:35,779 Is it yours or is somebody else's? 637 00:27:35,779 --> 00:27:37,947 And that's how YouTube is through AdSense. 638 00:27:37,947 --> 00:27:40,241 But AdSense is like the worst way to get paid. 639 00:27:40,241 --> 00:27:41,076 I see it more 640 00:27:41,076 --> 00:27:41,993 as like a bonus 641 00:27:41,993 --> 00:27:44,996 that you're really good at making YouTube videos that YouTube wants. 642 00:27:45,163 --> 00:27:49,209 And so that's the first question is what do you really want? 643 00:27:49,209 --> 00:27:52,545 And once we get to I like, you know, kind of like breaking it down for them. 644 00:27:52,545 --> 00:27:55,090 So once we really get to what they actually want, 645 00:27:55,090 --> 00:27:57,175 then all of a sudden we can start talking about 646 00:27:57,175 --> 00:27:59,260 what does the strategy look like for you and how we are listed. 647 00:27:59,260 --> 00:28:03,556 Is that and so yeah, that's that's number one. 648 00:28:03,556 --> 00:28:08,812 Then after that it's a matter of like, okay, what niche are you in? 649 00:28:08,812 --> 00:28:11,189 And what, you know, we go back to the wow factor. 650 00:28:11,189 --> 00:28:13,608 Like what do you have to offer that nobody else has? 651 00:28:13,608 --> 00:28:16,820 And if they say nothing, that's kind of like, all right, that's the luck. 652 00:28:16,820 --> 00:28:19,447 It's not going to work because you can't just come in here 653 00:28:19,447 --> 00:28:23,952 with nothing to offer anyone in a video and expect to get all these views from it. 654 00:28:23,952 --> 00:28:25,995 And maybe there's people that are really good at that and like, 655 00:28:25,995 --> 00:28:28,957 they can, you know, make an AI generated channel or whatever, like, 656 00:28:28,957 --> 00:28:31,292 or face this channel, like that's just not really what I do. 657 00:28:31,292 --> 00:28:32,627 And so I at that point 658 00:28:32,627 --> 00:28:35,255 I would point into another strategist that's like really good at that. 659 00:28:35,255 --> 00:28:38,133 There's some certain things that creators 660 00:28:38,133 --> 00:28:41,010 get wrong the most in their first month when they're just getting started. 661 00:28:41,010 --> 00:28:42,762 Oh, yeah. Oh, yeah. 662 00:28:42,762 --> 00:28:45,849 Number one is like, the videos aren't as good as they think they are. 663 00:28:45,890 --> 00:28:47,559 Like, always, like always. 664 00:28:47,559 --> 00:28:50,103 And it's funny because, like, when you put a lot of effort in a video, 665 00:28:50,103 --> 00:28:53,648 you think this video is good every time, every single time 666 00:28:53,648 --> 00:28:55,275 no one posts video like, this video is shit. 667 00:28:55,275 --> 00:28:57,152 Like they always like, this is such a good video. 668 00:28:57,152 --> 00:28:59,696 And then they're like, oh crap, I got no views. 669 00:28:59,696 --> 00:29:01,406 So then I get to see my DMs. 670 00:29:01,406 --> 00:29:03,283 They're all like, Jake, my video is really good. 671 00:29:03,283 --> 00:29:05,869 How come I'm getting over it uses why is YouTube not pushing it out? 672 00:29:05,869 --> 00:29:08,663 That's what I wanted to say. And I say the same thing. 673 00:29:08,663 --> 00:29:11,958 I'm like, because your videos suck and you think they're good, like always. 674 00:29:12,625 --> 00:29:16,129 And I know I talk about how like the quality in the video 675 00:29:16,129 --> 00:29:17,589 is not the most important metric. 676 00:29:17,589 --> 00:29:19,507 That's not to say polytheism matter at all. 677 00:29:19,507 --> 00:29:21,050 It does actually matter. 678 00:29:21,050 --> 00:29:22,469 It's just not. 679 00:29:22,469 --> 00:29:24,929 The most important thing that comes to getting is. 680 00:29:24,929 --> 00:29:27,015 And so I'm always like, make your videos better. 681 00:29:27,015 --> 00:29:28,933 And then then there would be like, my videos are better, 682 00:29:28,933 --> 00:29:31,770 but they think, but the cinema couldn't do it. 683 00:29:31,770 --> 00:29:33,396 That's because your packaging sucks on top of that. 684 00:29:33,396 --> 00:29:38,777 And so I kind of like do this, like reverse engineering of how to like, 685 00:29:38,818 --> 00:29:42,614 if I were to fix someone's video in that or someone's channel in that regard, 686 00:29:42,655 --> 00:29:45,658 what I would do is like, start with make your content better, cause content sucks. 687 00:29:45,658 --> 00:29:49,370 And then once once it's I think it's good enough to serve your specific audience. 688 00:29:49,370 --> 00:29:52,415 And that's really all you need is a video that's good enough to service 689 00:29:52,749 --> 00:29:54,125 an audience. You're trying to hit it. 690 00:29:54,125 --> 00:29:57,295 Then it's like, all right, now let's make this package in like ten 691 00:29:57,337 --> 00:30:00,340 out of ten rather than like the videos make, maybe like a five out of ten. 692 00:30:00,381 --> 00:30:01,174 That's fine. 693 00:30:01,174 --> 00:30:03,927 Now let's make our packaging ten of that sort of thing. 694 00:30:03,927 --> 00:30:04,135 Okay. 695 00:30:04,135 --> 00:30:07,806 So how long before a new channel can expect traction. 696 00:30:07,806 --> 00:30:09,682 When we say traction, I know what. 697 00:30:09,682 --> 00:30:13,019 Like there's probably a number of people's heads that they haven't quite, 698 00:30:13,061 --> 00:30:16,356 you know, said out loud, people don't want to give expectations. 699 00:30:16,356 --> 00:30:18,191 They don't want to be like, oh, I don't want like, 700 00:30:18,191 --> 00:30:20,443 I hear a lot like I don't want a million views or anything. 701 00:30:20,443 --> 00:30:22,737 And I'm like, oh, don't worry, I won't have it on accident. Like, 702 00:30:22,737 --> 00:30:23,321 don't worry. 703 00:30:23,321 --> 00:30:26,324 Like you probably it'll probably be hard to get there, right? 704 00:30:26,324 --> 00:30:30,787 But you can off the bat get a million views on your first video. 705 00:30:30,829 --> 00:30:32,372 Like it can absolutely happen. 706 00:30:32,372 --> 00:30:35,416 The question comes down to like one did you do everything right? 707 00:30:35,416 --> 00:30:39,212 And to how long are you willing to wait for that needs to get there? 708 00:30:39,212 --> 00:30:42,507 Because as far as if you're asking like is a million views in 24 hours? 709 00:30:42,882 --> 00:30:46,845 No, I'm very confident your first video will not do that. 710 00:30:46,845 --> 00:30:50,223 But if you're saying like, I only get 100,000 views in the first month. 711 00:30:50,348 --> 00:30:51,182 Oh, absolutely. 712 00:30:51,182 --> 00:30:52,392 Like happens all the time. 713 00:30:52,392 --> 00:30:54,269 I see it all the times in my comments at the moment. 714 00:30:54,269 --> 00:30:55,436 I bring them on. I, 715 00:30:56,729 --> 00:30:59,065 easily see our first video, and it's not like, 716 00:30:59,065 --> 00:31:01,568 I promise I don't promise anyone. I guarantee you you're going to get this. 717 00:31:01,568 --> 00:31:02,652 But off the bat, 718 00:31:02,652 --> 00:31:07,323 you can get 100,000 views or 200,000 400,000 views in the first week or two. 719 00:31:07,574 --> 00:31:11,995 It really just comes down to like, did you do the stuff right? 720 00:31:11,995 --> 00:31:12,453 When it comes to 721 00:31:12,453 --> 00:31:16,124 serving your specific audience or the audience you were trying to hit? 722 00:31:16,207 --> 00:31:17,083 But as far as like 723 00:31:17,083 --> 00:31:20,837 if you're, oh, I want to get a million, 10 million, 100 million views, 724 00:31:21,004 --> 00:31:24,757 that is not one probably not happening at all, like statistically speaking. 725 00:31:24,757 --> 00:31:29,596 And two, what's interesting with that is like the reason why I say 100,000 726 00:31:29,637 --> 00:31:32,765 a month is so easy is because there's like a thousand ways right now 727 00:31:32,807 --> 00:31:35,852 you can make a video that gets views in more important, right? 728 00:31:36,019 --> 00:31:39,147 If you're like, I want 100 million views, there's like 729 00:31:39,188 --> 00:31:42,483 one way you can get a hundred million views. 730 00:31:42,483 --> 00:31:46,696 And so I am like, I'm like, there's that's not going to happen 731 00:31:46,696 --> 00:31:50,491 because you're probably not willing to take the path it takes to get there. 732 00:31:50,491 --> 00:31:52,952 It's like the equivalent of, 733 00:31:52,952 --> 00:31:55,705 you know, when it's like we're talking about setting expectations, right? 734 00:31:55,705 --> 00:31:58,082 It's the equivalent of if you're an entrepreneur 735 00:31:58,082 --> 00:32:00,877 and someone to you and says, well, I just want to make a business. 736 00:32:00,877 --> 00:32:03,963 It's like $300,000 in revenue per year. 737 00:32:04,130 --> 00:32:08,134 You'd be like, dude, you could get a job that gets housing dollars in revenue here. 738 00:32:08,176 --> 00:32:08,927 Like you don't like. 739 00:32:08,927 --> 00:32:10,762 That's not a high bar, right? 740 00:32:10,762 --> 00:32:11,930 Like even a million, 741 00:32:13,056 --> 00:32:14,307 $1 million in 742 00:32:14,307 --> 00:32:17,310 revenue is like, it's not like a high bar to cross, right? 743 00:32:17,310 --> 00:32:20,897 What is a high bar is like, what's with a ten mil 100 mil built? 744 00:32:20,939 --> 00:32:22,941 Like, that's a really high bar. 745 00:32:22,941 --> 00:32:26,569 If I said, well, how do I get $1 billion a year in revenue with my business? 746 00:32:26,611 --> 00:32:28,863 You're like, you've got like one way. 747 00:32:28,863 --> 00:32:31,115 Like there's like there's not like a whole new ways to get there. 748 00:32:31,115 --> 00:32:33,534 So statistically, it's just very unlikely. 749 00:32:33,534 --> 00:32:36,913 But as far as like a hundred thousand mark, like million view mark 750 00:32:36,955 --> 00:32:42,168 like that could happen in the first month to six months, as long as you a serve 751 00:32:42,168 --> 00:32:47,048 an audience that has that demand and be met, the demand and obviously 752 00:32:47,090 --> 00:32:50,093 see package that you are moving the demand very well. 753 00:32:50,093 --> 00:32:53,054 And does that mean like if you had to give your 754 00:32:53,054 --> 00:32:57,266 like the three most important factors, you you've already said title, 755 00:32:57,308 --> 00:33:00,228 thumbnail intro which we're going to call packaging like that's number one. 756 00:33:00,228 --> 00:33:01,938 If they don't click it doesn't matter. 757 00:33:01,938 --> 00:33:05,316 Are the next two retention. 758 00:33:05,316 --> 00:33:09,153 And you know you know something else. 759 00:33:09,195 --> 00:33:10,113 Like what are those. 760 00:33:10,113 --> 00:33:11,698 What are those top three things right? 761 00:33:11,698 --> 00:33:13,866 I'm putting together my first video. 762 00:33:13,866 --> 00:33:17,161 I have the title, I have the packaging, I have the thumbnail. 763 00:33:17,161 --> 00:33:20,248 I think it's a strong intro to hook, hook the viewer. 764 00:33:20,373 --> 00:33:24,711 What are those other two things that are going to make or break me when you know 765 00:33:24,752 --> 00:33:29,257 that's going to be of use, or ten views versus 100,000 or the million? 766 00:33:29,382 --> 00:33:29,674 Yeah. 767 00:33:29,674 --> 00:33:33,052 So to talk about like let's say our packages perfect now in content. 768 00:33:33,302 --> 00:33:37,306 And so I'm going to loop in the intro to our content for a second. 769 00:33:37,306 --> 00:33:40,852 So let's say the video starts and people will always like does this, 770 00:33:41,602 --> 00:33:44,647 you know, get people's attention with your intro. 771 00:33:44,689 --> 00:33:45,982 People misunderstand this. 772 00:33:45,982 --> 00:33:47,692 They think like, oh, it has to be really fast paced 773 00:33:47,692 --> 00:33:51,362 or it has to be really like quick cuts, really fancy editing, anything like that. 774 00:33:51,362 --> 00:33:54,157 And don't get me wrong. This helps. Like I use these quotes. 775 00:33:54,157 --> 00:33:54,782 It helps. 776 00:33:54,782 --> 00:33:58,411 But don't be fooled to think that's what doesn't, right? 777 00:33:58,411 --> 00:34:03,124 Because I have a client where we posted a lecture of yield Tyson. 778 00:34:03,124 --> 00:34:05,001 And so like odds are doing well pretty high. 779 00:34:05,001 --> 00:34:08,713 But like with the packaging, we basically made it 780 00:34:08,755 --> 00:34:10,798 line up with that intro perfectly. 781 00:34:10,798 --> 00:34:11,883 So we did the views. 782 00:34:11,883 --> 00:34:15,678 But if you look at the intro, it's like a dark fade from black to 783 00:34:15,803 --> 00:34:19,640 Neil talking and he just he's talking very slow. 784 00:34:19,640 --> 00:34:22,643 It's not very fancy, it's not very fast paced, but 785 00:34:22,643 --> 00:34:26,022 this is a good intro for this audience. 786 00:34:26,272 --> 00:34:29,025 And with intro specifically, people 787 00:34:29,025 --> 00:34:32,320 think I hear a lot that people say like, oh, but wouldn't they be bored? 788 00:34:32,320 --> 00:34:33,529 Says I sound very interesting. 789 00:34:33,529 --> 00:34:36,199 And I'm like, maybe to us, but not to 10 million people. 790 00:34:36,199 --> 00:34:37,533 It's not right. 791 00:34:37,533 --> 00:34:40,620 And so if that's your goals and trying to get like the 10% of a 10 792 00:34:40,620 --> 00:34:44,749 million audience, like that's not that crazy now, right? 793 00:34:44,749 --> 00:34:47,794 And so when it comes to like one big intro, 794 00:34:47,794 --> 00:34:50,546 it's not about making it fast paced or make an impressive edit. 795 00:34:50,546 --> 00:34:53,925 It's just about, are you serving the audience you're trying to hit in? 796 00:34:53,925 --> 00:34:57,887 Some audiences are like, you know, podcasts, like they want it slow, 797 00:34:57,929 --> 00:35:00,848 they want the pacing to be long, and they want it to be slow 798 00:35:00,848 --> 00:35:03,101 because they just want to get high level information. 799 00:35:03,101 --> 00:35:04,268 In that case, 800 00:35:04,268 --> 00:35:06,604 that's going to serve the audience with a killer intro, 801 00:35:06,604 --> 00:35:08,481 because you're just giving them the thing that they want. 802 00:35:08,481 --> 00:35:14,028 But statistically, more often than not, the faster pace and the high level editing 803 00:35:14,070 --> 00:35:18,241 tricks is going to be the thing that attracts the broadest audience possible. 804 00:35:18,282 --> 00:35:21,244 And so if you want to leave, like no chance on the table, 805 00:35:21,244 --> 00:35:23,746 your intro, you probably want it a little faster. 806 00:35:23,746 --> 00:35:27,750 Not like the fastest impossible, where it's like impossible to 807 00:35:27,750 --> 00:35:31,045 ingest the information, but you do want it probably a little faster. 808 00:35:31,045 --> 00:35:34,215 And then on top of that, you want to make sure what you are giving 809 00:35:34,215 --> 00:35:38,219 them is like the highest like quality 810 00:35:38,219 --> 00:35:41,472 info that's in this whole video is going to be in that first few seconds. 811 00:35:41,472 --> 00:35:45,643 And so for example, if I'm, let's say a bigger retainer like Mr. 812 00:35:45,643 --> 00:35:48,938 Beast, I'm going to say the very point of the video in the first five second. 813 00:35:48,938 --> 00:35:49,647 He does this very well. 814 00:35:49,647 --> 00:35:52,567 He's very good at this point where he's like, I captured ten people 815 00:35:52,567 --> 00:35:54,193 and they're going to compete and hide and seek in 816 00:35:54,193 --> 00:35:58,447 this giant like football stadium and just goes from their starting in five. 817 00:35:58,447 --> 00:36:01,159 But we're just in the video content starts now. 818 00:36:01,159 --> 00:36:04,036 It's impossible for me to cook away because he gave me all the information 819 00:36:04,036 --> 00:36:06,664 I needed to start the video, and it didn't just starts after that, 820 00:36:06,664 --> 00:36:10,626 and that is going to keep people watching for the next 30s alone. 821 00:36:10,626 --> 00:36:13,421 But then all he has to do is one more thing, right? 822 00:36:13,421 --> 00:36:14,338 If he just comes in. 823 00:36:14,338 --> 00:36:16,215 But not only that, I'm like, now he just offer something 824 00:36:16,215 --> 00:36:17,842 that was not advertised in the thumbnail. 825 00:36:17,842 --> 00:36:20,595 It was not advertised in the title. It's not set in the description. 826 00:36:20,595 --> 00:36:23,181 There's one more layer to the that if you didn't expect. 827 00:36:23,181 --> 00:36:26,601 So not only did he deliver on the packaging said it would. 828 00:36:26,642 --> 00:36:27,476 He started over 829 00:36:27,476 --> 00:36:30,146 delivering after this moment and this is something that anyone can take. 830 00:36:30,146 --> 00:36:32,523 You don't have to reach any to do this. Like anyone can do this. 831 00:36:32,523 --> 00:36:33,024 What do you say? 832 00:36:33,024 --> 00:36:35,109 Like, this is the one thing that everyone's 833 00:36:35,109 --> 00:36:37,987 going to get everyone's attention in the video with the packaging. 834 00:36:37,987 --> 00:36:41,449 But now we just offered a new thing that's going to come in this video 835 00:36:41,490 --> 00:36:42,283 you didn't expect. 836 00:36:42,283 --> 00:36:43,367 So now it's like, well, shoot, 837 00:36:43,367 --> 00:36:46,037 I really like the fact that they paid off all this stuff I wanted 838 00:36:46,037 --> 00:36:48,748 that are giving me even more. Why would they leave at this point? 839 00:36:48,748 --> 00:36:53,920 And that is like how you make a perfect 32nd intro, 840 00:36:53,961 --> 00:36:55,004 because once you get them 841 00:36:55,004 --> 00:36:58,841 past the five seconds to the 30s, the statistically likelihood 842 00:36:58,841 --> 00:37:00,718 you're going to get them to a minute is so much higher. 843 00:37:00,718 --> 00:37:05,765 So now you're like, okay, now all you got to do is walk into three minutes. 844 00:37:05,806 --> 00:37:10,478 Once you get them to a three minute mark and they're still watching, you did it. 845 00:37:10,519 --> 00:37:11,062 You weren't. 846 00:37:11,062 --> 00:37:11,771 You got it. 847 00:37:11,771 --> 00:37:13,272 Now statistically you're going to have 848 00:37:13,272 --> 00:37:15,942 that 30% still watching by the end of the video 849 00:37:15,942 --> 00:37:17,860 just because you got them to three minutes. 850 00:37:17,860 --> 00:37:22,198 And so once you're there like you give like the most high level type of content 851 00:37:22,198 --> 00:37:23,449 in the first 530 852 00:37:23,449 --> 00:37:26,702 and three minute segment, you pretty much have them for the rest of the video. 853 00:37:26,786 --> 00:37:30,373 what I'm hearing from you is title, thumbnail and intro. 854 00:37:30,414 --> 00:37:32,917 The packaging is number one. 855 00:37:32,917 --> 00:37:36,087 Number two, you need those curiosity gaps. 856 00:37:36,087 --> 00:37:38,756 You need to stick around past that 32nd minute. 857 00:37:38,756 --> 00:37:41,384 So Is that average view duration really? 858 00:37:41,384 --> 00:37:42,426 Or is that retention 859 00:37:42,426 --> 00:37:46,180 and how and how does someone go about creating those curiosity gaps. 860 00:37:46,264 --> 00:37:48,766 Yeah. So talk about the metrics that tell you you're doing it right. 861 00:37:48,766 --> 00:37:52,353 So the things that I look for all the time, I look at my APV, 862 00:37:52,395 --> 00:37:55,439 my average percentage viewed, and that's going to measure your first 30s. 863 00:37:55,481 --> 00:37:58,567 And so I do this all the time with like topsoil creators on planet. 864 00:37:58,567 --> 00:38:00,903 And people are just starting off your first 30s. 865 00:38:00,903 --> 00:38:03,990 I like that they measure this and I find it super helpful. 866 00:38:03,990 --> 00:38:07,201 And so like you'll see something where it's like the highest I've ever seen it 867 00:38:07,201 --> 00:38:11,539 for like a 20 million view video, it's at like 91%. 868 00:38:11,539 --> 00:38:14,792 And it's like you're like this far away from perfection, right? 869 00:38:14,792 --> 00:38:17,211 91% 30s in or the whole way. 870 00:38:17,211 --> 00:38:20,506 91% for APV, which is your view? 871 00:38:20,715 --> 00:38:22,800 Gotcha. 30s. Yeah. Yeah. Right, right. 872 00:38:22,800 --> 00:38:27,680 And once you're there, you're like, okay, I love that because now I know for sure 873 00:38:27,680 --> 00:38:31,600 we're going to have a larger percentage of viewers for the rest of the video. 874 00:38:31,600 --> 00:38:36,772 But what's interesting is like if this started at 75, you'll get 91 meter, right. 875 00:38:36,814 --> 00:38:39,942 You only will see the drop out from 75 from this moment on. 876 00:38:39,942 --> 00:38:41,694 And so that's why I like this metric a lot. 877 00:38:41,694 --> 00:38:45,990 Because if this is high, the odds of your ab high are so much higher now. 878 00:38:46,032 --> 00:38:48,409 Right. And the second one is average reiteration. 879 00:38:48,409 --> 00:38:50,411 And that's going to be the thing that tells you like 880 00:38:50,411 --> 00:38:52,455 how long they continue watching. Right. 881 00:38:52,455 --> 00:38:55,249 these are the two ways that you're going to get more 882 00:38:55,249 --> 00:38:58,044 Abd is either the watch time is up or you are up. 883 00:38:58,044 --> 00:38:58,711 Right. 884 00:38:58,711 --> 00:39:00,004 But what will happen over time is 885 00:39:00,004 --> 00:39:03,257 your body will start to drop off, which is technically a good thing. 886 00:39:03,299 --> 00:39:05,468 Like if you see all your metrics set to drop off of your time, 887 00:39:05,468 --> 00:39:08,095 that means essentially if it is being pushed out more. 888 00:39:08,095 --> 00:39:10,514 But the goal is to like, how do we keep these metrics 889 00:39:10,514 --> 00:39:12,224 as high as possible while they're being pushed out? 890 00:39:12,224 --> 00:39:14,060 So every time they push it out to kind of keeps, 891 00:39:14,060 --> 00:39:16,562 you know, feeding the wave of being served by YouTube. 892 00:39:16,562 --> 00:39:17,104 It makes sense. 893 00:39:17,104 --> 00:39:19,523 All right, Jake, we're at level two. 894 00:39:19,523 --> 00:39:21,108 We've made some videos. 895 00:39:21,108 --> 00:39:24,487 We're getting a thousand views or maybe let's say between 1 896 00:39:24,487 --> 00:39:27,740 and 10,000 views per video, single digit thousands per video. 897 00:39:27,740 --> 00:39:28,908 what are the next four steps? 898 00:39:28,908 --> 00:39:34,330 Now someone needs to take to get them closer to that 100,000 view per video. 899 00:39:34,372 --> 00:39:38,459 Yeah, well first off, congratulations to the top 12% of all videos on the platform. 900 00:39:38,626 --> 00:39:42,421 If you get past 1000 views, you win the top 12% because 901 00:39:42,421 --> 00:39:46,300 only 12% of all videos on YouTube and long form get over a thousand years. 902 00:39:46,342 --> 00:39:49,303 So first of all, graduations take it all. 903 00:39:49,303 --> 00:39:53,432 Now we want to take it from 1 to 10 to say 10 to 100, right? 904 00:39:54,058 --> 00:39:55,559 What's probably going to happen is you're going 905 00:39:55,559 --> 00:39:57,478 to get stuck in these loops of like, 906 00:39:57,478 --> 00:40:00,481 oh, awesome, I'm doing stuff right, and you're just gonna stay there. 907 00:40:00,564 --> 00:40:02,650 Like it'll be like, oh, this is very low level 908 00:40:02,650 --> 00:40:05,861 and you think you're killing it, but you're gonna find very quickly 909 00:40:05,861 --> 00:40:08,406 you're like, Getting a 10,000 bonus harder. 910 00:40:08,406 --> 00:40:09,990 For some reason, I don't know what happened. 911 00:40:09,990 --> 00:40:11,951 Well, you have to start with this. 912 00:40:11,951 --> 00:40:16,539 Like, you have to start in a place where you don't have the data 913 00:40:16,539 --> 00:40:20,042 of a million video yet, so you don't know what it takes to make that. 914 00:40:20,042 --> 00:40:21,669 Or I guess in this case, you don't have what it takes 915 00:40:21,669 --> 00:40:24,171 to make 100,000 video because you haven't gotten it yet. 916 00:40:24,171 --> 00:40:26,090 And so you might think your thumbnails are good, 917 00:40:26,090 --> 00:40:27,925 and maybe they are, but they're not so good. 918 00:40:27,925 --> 00:40:30,761 You've got 100,000 views. And so when you start, 919 00:40:30,761 --> 00:40:33,722 when you start asking yourself is what are you doing wrong? 920 00:40:33,722 --> 00:40:37,351 That's not giving you the main result that you're looking for, right? 921 00:40:37,393 --> 00:40:43,149 And so I actually know creator who went from an average of 5 to 10,000 200,000. 922 00:40:43,149 --> 00:40:46,777 And what's funny is like what he did was he started on his own, 923 00:40:46,777 --> 00:40:48,863 just making them from scratch. He's kind of making it up. 924 00:40:48,863 --> 00:40:49,697 And they did okay. 925 00:40:49,697 --> 00:40:50,072 They were like, 926 00:40:50,072 --> 00:40:53,075 all right, you know, some interviews with Elon and trying to like break down. 927 00:40:53,075 --> 00:40:55,578 What are the things that he does to his companies, etc.. 928 00:40:55,578 --> 00:40:58,706 But then all set in, he found the founders pod and was like, 929 00:40:58,747 --> 00:41:00,583 oh, maybe I should just copy what this guy does. 930 00:41:00,583 --> 00:41:04,170 And literally the first video got like 100,000 views in the first week 931 00:41:04,170 --> 00:41:07,089 just by taking that thumbnail and applying to his videos. 932 00:41:07,089 --> 00:41:08,215 And what happened? 933 00:41:08,215 --> 00:41:12,303 He accidentally did everything right just by copying someone else who did it 934 00:41:12,303 --> 00:41:12,887 better than him. 935 00:41:12,887 --> 00:41:16,015 And that's what you're going to need to do right now is like, 936 00:41:16,056 --> 00:41:19,059 outlier through here is going to help you so much. 937 00:41:19,101 --> 00:41:21,061 Like, this is why everyone praises outlier theory, 938 00:41:21,061 --> 00:41:25,065 because it will definitely take you from 10,000 to 100,000 views off their own. 939 00:41:25,107 --> 00:41:25,608 Right. 940 00:41:25,608 --> 00:41:28,611 And so what you want to do now is like, 941 00:41:28,861 --> 00:41:31,489 look at the best in your field and look what they're doing. 942 00:41:31,489 --> 00:41:33,949 And then once you start applying and see it working. 943 00:41:33,949 --> 00:41:36,619 The important thing here is not to rely on this. 944 00:41:36,619 --> 00:41:40,498 Like when line up outlier theory will kind of start to kill the growth over time. 945 00:41:40,498 --> 00:41:42,875 You won't consistently get 100 K per upload. 946 00:41:42,875 --> 00:41:44,627 What you really want to do is learn. 947 00:41:44,627 --> 00:41:47,505 Why did this one work when I applied this thumbnail? 948 00:41:47,505 --> 00:41:50,341 Or why did this one work when I apply this thumbnail or title? 949 00:41:50,341 --> 00:41:51,592 And once you start asking yourself 950 00:41:51,592 --> 00:41:54,762 those questions, things are going to become apparently obvious that were 951 00:41:54,803 --> 00:41:59,225 you were like blissfully ignorant at your 1000 10,000 views in real mark. 952 00:41:59,225 --> 00:42:02,520 And so when everyone's stuck here, I was like, oh, I'm stuck in 10-K, James. 953 00:42:02,520 --> 00:42:03,479 Like A5K jail. 954 00:42:03,479 --> 00:42:06,232 And it's like, what's funny here? 955 00:42:06,232 --> 00:42:08,692 I think people don't really think about it this way, but like, 956 00:42:08,692 --> 00:42:10,903 think of YouTube is like YouTube is a business. 957 00:42:10,903 --> 00:42:13,239 They're not a charity and they're not a slot machine. 958 00:42:13,239 --> 00:42:16,992 I think people like accidentally looking into as if it's like gambling 959 00:42:16,992 --> 00:42:20,454 and like YouTube wants you to be hooked on, oh, you got 1000. 960 00:42:20,454 --> 00:42:23,749 But hey, maybe one day a good 100 kid like that doesn't benefit them. 961 00:42:23,791 --> 00:42:27,002 It benefits them if you get 100,000 views, if like, we want to take this 962 00:42:27,002 --> 00:42:28,796 to its farthest extreme possible, 963 00:42:28,796 --> 00:42:32,216 they're actually begging you to give them a million, 10 million people. 964 00:42:32,508 --> 00:42:34,718 They're like, do please, please give us this. 965 00:42:34,718 --> 00:42:36,679 If you think about why is that the case? 966 00:42:36,679 --> 00:42:38,806 Well, they're just a distribution platform. 967 00:42:38,806 --> 00:42:40,599 They are not a content platform. 968 00:42:40,599 --> 00:42:43,102 In other words, they don't make content right. 969 00:42:43,102 --> 00:42:44,228 You make the content. 970 00:42:44,228 --> 00:42:48,440 And so they are highly reliant on you to make them the content 971 00:42:48,440 --> 00:42:52,653 that's going to get up 10 million views or in this case, 100,000 views, 972 00:42:52,653 --> 00:42:56,865 because that's how their appetizers 973 00:42:56,865 --> 00:42:59,910 get, you know, their their products or services sold. 974 00:42:59,910 --> 00:43:01,745 And that's how they get their cut. Right. 975 00:43:01,745 --> 00:43:04,665 And that's how they're able to give you your cut because you did your job right. 976 00:43:04,665 --> 00:43:06,417 Congratulations. You gave us the video. We need it. 977 00:43:06,417 --> 00:43:09,461 But YouTube is actually benefiting from this 978 00:43:09,461 --> 00:43:12,715 far more than any creator on the platform. 979 00:43:12,798 --> 00:43:14,174 What they are getting 980 00:43:14,174 --> 00:43:17,970 is they're becoming the number one streaming service on Earth. 981 00:43:17,970 --> 00:43:22,182 And they were coming be not just a competitor to the industry. 982 00:43:22,182 --> 00:43:26,687 They're becoming a brand new industry that is like the game 983 00:43:26,687 --> 00:43:31,817 they have is so high, they are highly dependent on you to help them get there. 984 00:43:31,817 --> 00:43:34,987 So when you think about it like that, this is not like a, 985 00:43:35,070 --> 00:43:38,198 you know, someone dangling a carrot above you said, hey, maybe one day 986 00:43:38,198 --> 00:43:41,785 they're like knocking at your door saying, please give us the video we need 987 00:43:41,827 --> 00:43:44,663 because we want to win. And what do you think about it like that? 988 00:43:44,663 --> 00:43:45,706 You're starting to think of YouTube 989 00:43:45,706 --> 00:43:49,543 as a partner, not as like some, I don't know, Giant Corporation. 990 00:43:49,543 --> 00:43:50,919 That's like far and distant. 991 00:43:50,919 --> 00:43:53,964 It's not like, you know, working with you to make these better videos, 992 00:43:53,964 --> 00:43:54,590 you know what I mean? 993 00:43:54,590 --> 00:43:58,510 And so once you understand that YouTube wants you to see more than you do, 994 00:43:58,552 --> 00:44:02,181 you start to ask questions like, how do I better serve the platform over? 995 00:44:02,222 --> 00:44:05,225 Like, oh, how do I get 100,000 views sort of things? 996 00:44:05,225 --> 00:44:07,853 But that will get you closer to 100,000 years. 997 00:44:07,853 --> 00:44:10,356 Yeah, YouTube wants you to make amazing content 998 00:44:10,356 --> 00:44:13,942 because then people watch more of it and they can serve more ads 999 00:44:13,942 --> 00:44:16,904 and make more money, and they can give you your cut from it. 1000 00:44:17,029 --> 00:44:20,324 Do you consider 1001 00:44:20,616 --> 00:44:24,620 YouTube like a skill based game or a pay to win? 1002 00:44:24,620 --> 00:44:27,081 Is there a way to game the system and get more views? 1003 00:44:27,081 --> 00:44:30,125 No, this is only a skill game. 1004 00:44:30,167 --> 00:44:32,628 like and I love these games personally, but you think of like chess 1005 00:44:32,628 --> 00:44:33,879 as a very skill based game. 1006 00:44:33,879 --> 00:44:38,133 Like if you ask me, Jake, how do I put enough money to win a chess? 1007 00:44:38,342 --> 00:44:39,593 And I'm like, that doesn't exist. 1008 00:44:39,593 --> 00:44:40,844 Like there's no amount of money 1009 00:44:40,844 --> 00:44:43,639 you could pay to get a winner every single game, right? 1010 00:44:43,639 --> 00:44:44,515 How do you get a winner? 1011 00:44:44,515 --> 00:44:46,225 Well, you get someone at five, 1012 00:44:46,225 --> 00:44:49,478 you train them for 20 years and you put them in rigorous testing. 1013 00:44:49,478 --> 00:44:51,730 Getting the best tutors, getting the best information. 1014 00:44:51,730 --> 00:44:53,023 You test, you test, you test. 1015 00:44:53,023 --> 00:44:54,024 You constantly, like, 1016 00:44:54,024 --> 00:44:58,946 basically put them through the wringer until 25 years later 1017 00:44:58,946 --> 00:45:00,364 or so, you get one of the best 1018 00:45:00,364 --> 00:45:02,825 chess players on the planet and you think about like, 1019 00:45:02,825 --> 00:45:04,201 what does that take to get there? 1020 00:45:04,201 --> 00:45:07,121 Like, well, it takes a lot of resources and it takes a lot of willpower. 1021 00:45:07,121 --> 00:45:11,041 It takes a lot of dedication and really takes like, 1022 00:45:11,166 --> 00:45:13,794 I want to win more than I have an ego. 1023 00:45:13,794 --> 00:45:15,003 And that's hard. 1024 00:45:15,003 --> 00:45:19,258 Like, everyone on this earth has an ego which holds them back 1025 00:45:19,258 --> 00:45:20,676 because they think I'm already good. 1026 00:45:20,676 --> 00:45:22,469 I'm good where I am, I don't want to grow. 1027 00:45:22,469 --> 00:45:24,179 And that's why you're not growing. 1028 00:45:24,179 --> 00:45:26,640 It's because people just generally don't think they have to. 1029 00:45:26,640 --> 00:45:29,601 And that's a lot of reasons why you think people complain about not getting 1030 00:45:29,601 --> 00:45:32,855 the views that they want is because, oh, you know, my video is so good. 1031 00:45:32,896 --> 00:45:34,773 It's like your video is good if you get views. 1032 00:45:34,773 --> 00:45:36,024 That's how you know it is good. 1033 00:45:36,024 --> 00:45:39,027 Like, you know, you were doing what you're supposed to do as a creator 1034 00:45:39,027 --> 00:45:40,446 is when you're getting the views you want. 1035 00:45:40,446 --> 00:45:42,573 But if you're not getting your views you want, it's because you suck 1036 00:45:42,573 --> 00:45:44,658 and you're not willing to look in the mirror and say that. 1037 00:45:44,658 --> 00:45:45,743 And I get it like, that's hard. 1038 00:45:45,743 --> 00:45:48,287 That hits, you know, hurts my ego. Or is everyone's ego right? 1039 00:45:48,287 --> 00:45:52,458 And so when you want to win so bad, if you go doesn't matter anymore. 1040 00:45:52,499 --> 00:45:55,502 That's when you start to see the fact that this is a skill 1041 00:45:55,544 --> 00:45:58,338 based game over a money game. I mean, I won't say who. 1042 00:45:58,338 --> 00:46:02,426 I literally had a client that came to me and they said they spent $100,000 1043 00:46:02,426 --> 00:46:06,263 on this content that was like sketch comedy. 1044 00:46:06,388 --> 00:46:09,433 And I was like, why do you think this will get you? 1045 00:46:09,767 --> 00:46:11,393 Like, because they're like, well, we spent money. 1046 00:46:11,393 --> 00:46:13,312 I'm like, this is not it's not how it works. 1047 00:46:13,312 --> 00:46:16,398 You don't spend money and win like this is, you know, only on skill. 1048 00:46:16,398 --> 00:46:18,776 And unfortunately that did not go very well for them. 1049 00:46:18,776 --> 00:46:19,693 They're very disappointed. 1050 00:46:19,693 --> 00:46:23,280 I was like, yeah, like, I really wish you just consulted me before 1051 00:46:23,280 --> 00:46:27,075 you spend $100,000 on this content is I could have told you off the rip. 1052 00:46:27,117 --> 00:46:29,119 That's not a good idea. 1053 00:46:29,119 --> 00:46:30,412 That will not get you. 1054 00:46:30,412 --> 00:46:33,957 Like, I know people that film on their iPhone and they're like, 1055 00:46:34,124 --> 00:46:38,629 uninterrupted edit undirected, non edited one tapes of people talking and 1056 00:46:38,629 --> 00:46:41,757 they get a million views off these videos and really just in their bedroom. 1057 00:46:41,799 --> 00:46:43,467 Like how much money does that cost? 1058 00:46:43,467 --> 00:46:44,051 Like nothing. 1059 00:46:44,051 --> 00:46:45,302 It's absolutely free. 1060 00:46:45,302 --> 00:46:47,137 But that person stands the audience. 1061 00:46:47,137 --> 00:46:48,847 They're trying to get more than the people 1062 00:46:48,847 --> 00:46:51,975 who don't get a million views, and they spend all this money on them. 1063 00:46:52,226 --> 00:46:57,231 How many views does someone need to get to make $10,000 a month on YouTube? 1064 00:46:57,314 --> 00:47:00,984 Well, so it comes down to your RPMs, which is going to be 1065 00:47:01,026 --> 00:47:04,154 like your average dollar per thousand views, which is the AdSense. 1066 00:47:04,154 --> 00:47:07,950 But, you know, I think I remember this, but I do think like 1067 00:47:07,991 --> 00:47:09,493 this is like the worst form of being paid. 1068 00:47:09,493 --> 00:47:12,663 I think the best Pharmac getting paid is going to be like affiliate links. 1069 00:47:12,704 --> 00:47:16,542 It's going to be like sponsors, it's going to be you having a product or service. 1070 00:47:16,583 --> 00:47:17,125 Right? 1071 00:47:17,125 --> 00:47:20,420 And so once you put that in description, you will get paid 1072 00:47:20,420 --> 00:47:23,632 before YouTube monetizing the channel. 1073 00:47:23,674 --> 00:47:24,383 Right. 1074 00:47:24,383 --> 00:47:28,136 And so if you're trying to get a $10,000 like I would say, like, 1075 00:47:28,178 --> 00:47:30,722 hey, get it affiliate marketing partnership, tell them not to 1076 00:47:30,722 --> 00:47:34,768 pay you in a sponsor and just say, hey, just give me the affiliate link. 1077 00:47:34,768 --> 00:47:35,561 And everyone who uses 1078 00:47:35,561 --> 00:47:38,897 my code gets X amount of dollars, or I get X amount of cut from it. 1079 00:47:38,897 --> 00:47:41,608 Like I got a buddy who did that with a single video. 1080 00:47:41,608 --> 00:47:45,320 One video and it got he got $30,000 from that one video. 1081 00:47:45,320 --> 00:47:48,574 Because of that, I feel that link way more than AdSense ever paid it. 1082 00:47:48,615 --> 00:47:49,032 Right. 1083 00:47:49,032 --> 00:47:52,327 And what's funny is the video was on how to grow up on YouTube. 1084 00:47:52,369 --> 00:47:55,330 And so it was like putting the money words. 1085 00:47:55,330 --> 00:47:56,290 Mouth is literally right. 1086 00:47:56,290 --> 00:47:59,751 And so he made 30,000 and not one video, not one month. 1087 00:47:59,751 --> 00:48:03,964 And so I have a client where I worked with them and it's been two months. 1088 00:48:03,964 --> 00:48:07,175 He was making $10,000 a month on YouTube, but it was not from AdSense. 1089 00:48:07,175 --> 00:48:09,177 It was from his service. Right. 1090 00:48:09,177 --> 00:48:13,473 And so if you're like, I want to make $10,000 a month as soon as possible, well, 1091 00:48:13,557 --> 00:48:16,810 get someone else's products or get your products and service 1092 00:48:16,810 --> 00:48:20,689 and put it in front of those viewers, and you will get there a lot sooner versus 1093 00:48:20,731 --> 00:48:22,941 waiting for YouTube tomatoes. You okay? 1094 00:48:22,941 --> 00:48:24,484 We talked about the thumbnail a little bit. 1095 00:48:24,484 --> 00:48:27,070 Let's go into title. like how do you develop a great title? 1096 00:48:27,070 --> 00:48:31,366 So I which we already talked about there's going to be max loading 1097 00:48:31,366 --> 00:48:32,743 which I'll get into in a second. 1098 00:48:32,743 --> 00:48:35,078 There's going to be rhythm which is how the title is read. 1099 00:48:35,078 --> 00:48:39,333 And then there's going to be just three focal points in your title. 1100 00:48:39,458 --> 00:48:41,293 And so we were talking about irony. 1101 00:48:41,293 --> 00:48:45,047 But when it comes to max loading, this is a term that I just kind 1102 00:48:45,047 --> 00:48:49,051 of decided on myself to coin where you'll see 1103 00:48:49,092 --> 00:48:52,930 April Lin, she talks about like front loading titles, which is like basically 1104 00:48:52,971 --> 00:48:57,935 you put the most critical information in the very first few words of your title, 1105 00:48:57,976 --> 00:49:01,063 which is how she justifies it being cut off from its past. 1106 00:49:01,063 --> 00:49:03,857 The 50 character mark. Right. 1107 00:49:03,857 --> 00:49:04,566 I kind of look that 1108 00:49:04,566 --> 00:49:08,153 I thought, well, what if instead of you front loaded with just Max. 1109 00:49:08,362 --> 00:49:12,199 What if like, every single word was just that and nothing else? 1110 00:49:12,532 --> 00:49:15,827 it's essentially the smallest amount of words 1111 00:49:15,827 --> 00:49:19,206 within a title while still giving all the information needed. 1112 00:49:19,247 --> 00:49:19,665 Right. 1113 00:49:19,665 --> 00:49:21,959 So once you're there, then I'll say you're like, 1114 00:49:21,959 --> 00:49:22,542 oh, cool, there's 1115 00:49:22,542 --> 00:49:25,796 no fat like this should be readily be the best version of this title. 1116 00:49:25,796 --> 00:49:26,588 With rhythm. 1117 00:49:26,588 --> 00:49:31,093 I actually read a lot of Shakespeare's sonnets a lot, which is very odd. 1118 00:49:31,134 --> 00:49:31,301 Right? 1119 00:49:31,301 --> 00:49:32,928 Because no one really talks about that. 1120 00:49:32,928 --> 00:49:35,889 But when you read a sonnet, they're not meant to be read out 1121 00:49:35,889 --> 00:49:36,807 loud, right? 1122 00:49:36,807 --> 00:49:38,350 They're meant to be read internally. 1123 00:49:38,350 --> 00:49:40,352 And when you read something 1124 00:49:40,352 --> 00:49:42,854 internally, it's interesting because it's like you're hearing it 1125 00:49:42,854 --> 00:49:44,856 and you're saying it and you're brain at the same time, 1126 00:49:44,856 --> 00:49:48,068 and you can tell when it flows in the way that it's supposed to, where it's like 1127 00:49:48,110 --> 00:49:49,236 satisfying to the brain. 1128 00:49:49,236 --> 00:49:52,239 And with titles you obviously don't have to do, like iron 1129 00:49:52,781 --> 00:49:56,034 or being crazy like that, but there is a sense of rhythm 1130 00:49:56,034 --> 00:49:58,620 that I tried to hit that I think every title should do, 1131 00:49:58,620 --> 00:50:01,999 because when there's less resistance and reading the title internally, 1132 00:50:01,999 --> 00:50:04,001 you automatically have a better title, right? 1133 00:50:04,001 --> 00:50:05,460 It's easy to adjust information. 1134 00:50:05,460 --> 00:50:10,132 So for example, when you have, you know, why intellectuals are fucking idiots, 1135 00:50:10,173 --> 00:50:11,216 it kind of just rolls off the tongue. 1136 00:50:11,216 --> 00:50:13,844 It's actually pretty easy to say or like how elan works. 1137 00:50:13,844 --> 00:50:15,303 Same thing, just very easy stuff. 1138 00:50:15,303 --> 00:50:19,141 And I look at like Shakespeare's titles for his plays, a lot like hamlet, 1139 00:50:19,141 --> 00:50:19,850 Prince of Denmark, 1140 00:50:19,850 --> 00:50:24,021 really easy to say, The Tragedy of Beth or Much Ado About Nothing. 1141 00:50:24,021 --> 00:50:26,648 You just just roll off the tongue. Just so easy to say. 1142 00:50:26,648 --> 00:50:29,568 And that's something I try to do a lot with my titles. 1143 00:50:29,568 --> 00:50:30,902 It's like, I want to make sure this feels like 1144 00:50:30,902 --> 00:50:34,573 this is like you don't have a weird title where, like, I did this and this happen, 1145 00:50:34,573 --> 00:50:37,367 and then you just like, dude, I can't even, like, get through this thing. 1146 00:50:37,367 --> 00:50:40,579 One go the moment I have to, like, read it again and I could hold on. 1147 00:50:40,579 --> 00:50:42,706 What does that say? That's when you really screwed up. 1148 00:50:42,706 --> 00:50:46,084 And the third one that I like to follow is like the three points. 1149 00:50:46,126 --> 00:50:49,296 Like you just want three things to point at 1150 00:50:49,337 --> 00:50:52,340 in your title before it gets like overloaded, right? 1151 00:50:52,382 --> 00:50:53,133 I have a video 1152 00:50:53,133 --> 00:50:58,138 I did with electric I let food companies control my diet for seven days. 1153 00:50:58,138 --> 00:51:03,685 So we have food companies as one and then we have control diet is three 1154 00:51:03,685 --> 00:51:05,812 and then we have seven days. And then we actually just 1155 00:51:05,812 --> 00:51:09,608 just barely I think kind of cross that bleed point mark. 1156 00:51:09,608 --> 00:51:13,904 But I allowed it because I feel like the rest of it's simple enough to justify it. 1157 00:51:13,904 --> 00:51:16,448 And when, you know, those are the three things 1158 00:51:16,448 --> 00:51:19,451 you have to know, you have to know, like the food company aspect, 1159 00:51:19,451 --> 00:51:23,038 you have to know there's a diet aspect, which is the competition part of it. 1160 00:51:23,080 --> 00:51:25,499 Right? But then there's these seven days that we have time constraints. 1161 00:51:25,499 --> 00:51:27,417 So it has to go with in this certain time period. 1162 00:51:27,417 --> 00:51:31,797 And we were very specific on the wording two, which is like seven the number 1163 00:51:31,797 --> 00:51:34,925 instead of like seven spelled out because it transcends language, 1164 00:51:34,966 --> 00:51:36,551 like mathematics is the language of the universe. 1165 00:51:36,551 --> 00:51:39,346 So it made it easy to be more broad in the title. 1166 00:51:39,346 --> 00:51:41,890 Is there something you got wrong with packaging that you would go back 1167 00:51:41,890 --> 00:51:43,600 and do differently when you're first starting? 1168 00:51:43,600 --> 00:51:44,976 Maybe 100%? 1169 00:51:44,976 --> 00:51:50,690 I worked with Mark and we first started, I really misunderstood, like what? 1170 00:51:50,941 --> 00:51:52,067 You know, there's so much I understood, 1171 00:51:52,067 --> 00:51:54,152 but there's a lot that I still was learning, even to this day. 1172 00:51:54,152 --> 00:51:55,070 I'm still learning a lot. 1173 00:51:55,070 --> 00:51:56,404 But with that, there was a video 1174 00:51:56,404 --> 00:52:00,367 we did specifically where, I believe it was about self-awareness, 1175 00:52:00,408 --> 00:52:02,452 like the self-awareness paradox, I think was the title. 1176 00:52:02,452 --> 00:52:06,665 And if you look at the thumbnail, it's like, to me, I, I mean, the video did 1177 00:52:06,665 --> 00:52:09,376 okay. It got like 400,000 views, which is like about as average. 1178 00:52:09,376 --> 00:52:10,836 But I felt personally embarrassed. 1179 00:52:10,836 --> 00:52:13,964 But I was like, oh, like this felt more like an entertainment 1180 00:52:13,964 --> 00:52:17,050 channel than it did a, you know, 1181 00:52:17,134 --> 00:52:20,887 self-help, edgy, education type channel. 1182 00:52:20,887 --> 00:52:25,684 And I think, like, I really didn't understand the audience effect. 1183 00:52:25,725 --> 00:52:28,103 Like, not all audiences are the same. 1184 00:52:28,103 --> 00:52:31,189 Like, Alex talks about this a lot when he figured it out 1185 00:52:31,231 --> 00:52:33,775 and ever since he talked about it, I was like, wow, I'm so dumb. 1186 00:52:33,775 --> 00:52:35,735 I should have just known this from the beginning, right? 1187 00:52:35,735 --> 00:52:36,653 with Alex, 1188 00:52:36,653 --> 00:52:40,532 he started, you see his channel, he's going to a bunch of education stuff 1189 00:52:40,532 --> 00:52:44,494 and then switches to purely kids level type entertainment. 1190 00:52:44,494 --> 00:52:46,496 His mouth wide open. By the way. 1191 00:52:46,496 --> 00:52:47,706 I don't know why everyone did that. 1192 00:52:47,706 --> 00:52:50,250 I could just tell you, like, you're not getting a higher CCR 1193 00:52:50,250 --> 00:52:53,170 because your mouth is open and the expression on the face, right? 1194 00:52:53,170 --> 00:52:55,922 That was working. It's like the white and the eyes specifically. 1195 00:52:55,922 --> 00:52:58,091 But you know, I digress. 1196 00:52:58,091 --> 00:53:01,887 He realized that he's getting more views, but he's getting less sales, 1197 00:53:01,887 --> 00:53:05,891 and he's like, I'm making less money, but more people are watching. 1198 00:53:05,891 --> 00:53:07,017 Why is that? 1199 00:53:07,017 --> 00:53:11,021 Oh, because I'm making videos for kids and making videos for people who value 1200 00:53:11,521 --> 00:53:14,566 it, not people who value high level business advice. 1201 00:53:14,566 --> 00:53:16,902 So totally rolled back because we're going to go for less views 1202 00:53:16,902 --> 00:53:20,238 but more targeted views, which is just for people who want to be 1203 00:53:20,238 --> 00:53:23,241 an entrepreneur, want to learn about the the tools of the trade, 1204 00:53:23,241 --> 00:53:24,492 of being an entrepreneur. 1205 00:53:24,492 --> 00:53:28,038 And so seeing all of that and look back in Marcus, I was like, oh, 1206 00:53:28,079 --> 00:53:29,164 that was what I did wrong. 1207 00:53:29,164 --> 00:53:32,876 I should have really focused on people who want edgy, self-help content 1208 00:53:32,876 --> 00:53:38,465 in the education vein, not purely entertainment around that same. 1209 00:53:38,465 --> 00:53:39,549 Should that make sense? 1210 00:53:39,549 --> 00:53:40,550 Yeah, because it seems like, 1211 00:53:40,550 --> 00:53:43,553 you know, going back to talking about what your goals are, 1212 00:53:43,595 --> 00:53:47,307 you're starting a new channel, you know, is your goal views? 1213 00:53:47,307 --> 00:53:48,850 Is your goal money? What's your goal? 1214 00:53:48,850 --> 00:53:52,646 Because if your goal is views, you probably want to go broad 1215 00:53:52,646 --> 00:53:54,481 or more broad than you would. 1216 00:53:54,481 --> 00:53:58,109 Because if I'm not mistaken, Alex has a second channel like More Mosey 1217 00:53:58,151 --> 00:53:59,194 where it's like his. 1218 00:53:59,194 --> 00:54:03,240 It's like his clips channel from his in-person stuff, which is highly 1219 00:54:03,281 --> 00:54:07,702 valuable, but it's very targeted and he gets no views, 1220 00:54:07,827 --> 00:54:13,041 but I think makes way more money from that than the broad stuff where he's 1221 00:54:13,041 --> 00:54:16,461 getting maybe millions of views, but it's just general business advice. 1222 00:54:16,711 --> 00:54:18,421 Yeah, I think like even with his clips, 1223 00:54:18,421 --> 00:54:20,465 I think he could do a lot better personally. 1224 00:54:20,465 --> 00:54:22,634 Like I think right now I'm looking at him like like this. 1225 00:54:22,634 --> 00:54:24,761 These aren't doing as well as I think that you should. 1226 00:54:24,761 --> 00:54:27,722 But so to his credit, yes, that is correct. 1227 00:54:27,722 --> 00:54:29,140 And yeah, 1228 00:54:29,140 --> 00:54:32,018 I think like when you think of it in terms of like because I know people 1229 00:54:32,018 --> 00:54:35,814 like I've spoken to people directly where they get a thousand views on a video, 1230 00:54:35,814 --> 00:54:40,318 but they're selling a $10,000 offer and they get ten sales from that one video. 1231 00:54:40,318 --> 00:54:44,447 So literally a thousand views equaled $100,000, 1232 00:54:44,447 --> 00:54:47,993 which if you say that you're like, how is that even possible? 1233 00:54:48,034 --> 00:54:49,619 It's like, well, he made a video really long. 1234 00:54:49,619 --> 00:54:50,912 It was very boring. 1235 00:54:50,912 --> 00:54:56,835 It was not very well edited, just a little him with a marker on a dry erase board. 1236 00:54:56,876 --> 00:54:58,211 And that's it. 1237 00:54:58,211 --> 00:55:00,130 That equaled a bunch of sales because they believed him, 1238 00:55:00,130 --> 00:55:03,133 and he only targeted people who wanted the service and nobody else. 1239 00:55:03,133 --> 00:55:03,550 Right. 1240 00:55:03,550 --> 00:55:07,012 Is there a channel outside of your own work that you think is brilliant? 1241 00:55:07,095 --> 00:55:09,931 Yeah. This is cheating because I just started working with them. 1242 00:55:09,931 --> 00:55:11,391 Okay. His name is Mac. 1243 00:55:11,391 --> 00:55:14,894 He worked with rack back in the day, helped him build his channel from like, 1244 00:55:14,936 --> 00:55:17,188 nothing to, you know what it ended up being when he left. 1245 00:55:17,188 --> 00:55:19,190 And then he worked with Jimmy, Mr. 1246 00:55:19,190 --> 00:55:21,776 Beast on his channel. He was like the post-production director. 1247 00:55:21,776 --> 00:55:23,486 And I remember the day I remember, like, 1248 00:55:23,486 --> 00:55:27,365 I was talking to Hudson and I was like, why are these videos always been amazing? 1249 00:55:27,365 --> 00:55:28,867 And he was like, oh, they just hired Mac. 1250 00:55:28,867 --> 00:55:32,787 I was like, got it like these, like the production or sorry, 1251 00:55:32,829 --> 00:55:33,496 the post-production 1252 00:55:33,496 --> 00:55:37,417 specifically the editing were phenomenal and I like we took note of that. 1253 00:55:37,625 --> 00:55:41,671 And then he goes from that to working on these gigs 1254 00:55:41,671 --> 00:55:44,257 and then from there to making his own channel with Harry. 1255 00:55:44,257 --> 00:55:49,054 And they're just like, like they made a video, this one video 1256 00:55:49,054 --> 00:55:51,723 that really caught my attention because they had a couple 1257 00:55:51,723 --> 00:55:53,808 that were out there pretty good, like they were doing their own thing. 1258 00:55:53,808 --> 00:55:56,394 They were they were like well executed and everything. 1259 00:55:56,394 --> 00:56:01,983 But I saw was one video that was I convinced a stranger to rob a bank and. 1260 00:56:02,067 --> 00:56:04,194 Okay, I think I've seen that. 1261 00:56:04,194 --> 00:56:05,278 That one was crazy. 1262 00:56:05,278 --> 00:56:05,528 Yeah. 1263 00:56:05,528 --> 00:56:08,782 I was floored by how well this video was done. 1264 00:56:08,782 --> 00:56:12,911 And it starts off like any other video where it's just like, oh yeah, like cool. 1265 00:56:12,952 --> 00:56:14,662 Like, you know, the type of Mr. 1266 00:56:14,662 --> 00:56:16,581 Beast esque type challenge thing, 1267 00:56:16,581 --> 00:56:20,418 but then it just really goes deep into the narrative, like, I think maybe 1268 00:56:20,460 --> 00:56:24,964 five minutes in the video where you learn as far as I guess you learn like he's 1269 00:56:24,964 --> 00:56:29,302 not actually, you know, being tricked because he wants money. 1270 00:56:29,386 --> 00:56:32,931 He's being tricked because they hired FBI agents to pose as if they want him 1271 00:56:32,931 --> 00:56:37,310 to spy on Mac, to figure out what his plan is to rob a bank. 1272 00:56:37,310 --> 00:56:40,397 And in that moment that happened, I was like, dude, this is like a movie. 1273 00:56:40,397 --> 00:56:41,856 This doesn't even feel like a YouTube video. 1274 00:56:41,856 --> 00:56:42,482 And I was like, 1275 00:56:42,482 --> 00:56:44,109 the way it goes from there, it just gets deeper 1276 00:56:44,109 --> 00:56:46,986 and more layered and like, the way it ends, I think is perfect. 1277 00:56:46,986 --> 00:56:47,404 Like this. 1278 00:56:47,404 --> 00:56:48,863 It literally, by the time you're at the last 1279 00:56:48,863 --> 00:56:51,199 like five minutes, you're like, this is literally just a movie. 1280 00:56:51,199 --> 00:56:53,451 How many views did that get? Right now it's like 20. 1281 00:56:53,451 --> 00:56:54,744 Million, 21 million. 1282 00:56:54,744 --> 00:56:57,747 And if I'm not mistaken, that it's a newer channel. Yes. 1283 00:56:57,789 --> 00:57:02,043 He well, he started it a while back, but you know, he got busy working with beast. 1284 00:57:02,252 --> 00:57:06,423 And so like I think I think it like, you know, he posted a video about 1285 00:57:06,548 --> 00:57:10,009 AI helping him with his life or something like an AI helping him like that. 1286 00:57:10,009 --> 00:57:12,178 And then just, like started working with beast and have like 1287 00:57:12,178 --> 00:57:13,096 put the pause in the channel. 1288 00:57:13,096 --> 00:57:15,765 But he just started coming back so recently. Just read it. 1289 00:57:15,765 --> 00:57:18,143 Yeah, it just started reposting it maybe a couple of months ago, 1290 00:57:18,143 --> 00:57:19,561 maybe four months ago. 1291 00:57:19,561 --> 00:57:20,145 A few months. 1292 00:57:20,145 --> 00:57:22,730 And he's already had 21 million views. Yeah, yeah. 1293 00:57:22,730 --> 00:57:23,606 It's crazy. 1294 00:57:23,606 --> 00:57:24,107 Yeah, yeah. 1295 00:57:24,107 --> 00:57:26,234 And I just I was so impressed and I saw it at the time 1296 00:57:26,234 --> 00:57:27,152 I'd had like 8 million, 1297 00:57:27,152 --> 00:57:30,572 but I just knew it was going to be like I was like, dude, I, I never do this. 1298 00:57:30,572 --> 00:57:33,575 But I immediately reached out and I was like, I have to work with you guys. 1299 00:57:33,783 --> 00:57:35,994 This is I think you guys are making some of the best videos on. 1300 00:57:35,994 --> 00:57:38,037 Do you think that'll end up giving getting 30, 1301 00:57:38,037 --> 00:57:39,747 40, 50, 100 million views or something? 1302 00:57:39,747 --> 00:57:40,039 Oh yeah. 1303 00:57:40,039 --> 00:57:42,834 Oh yeah, I think it'll it'll probably it'll probably get 50 for sure. 1304 00:57:42,834 --> 00:57:45,753 But depending upon the next rounds of uploads they do. 1305 00:57:45,753 --> 00:57:47,714 How consistent are they uploading. 1306 00:57:47,714 --> 00:57:50,091 It's they're hard to make man. There. Really. 1307 00:57:50,091 --> 00:57:52,469 Yeah. It's like a movie. Right. They have a lot of people I'm sure. 1308 00:57:52,469 --> 00:57:52,886 Yeah. 1309 00:57:52,886 --> 00:57:55,847 Well yeah I mean, you know I'm under India I can't recall. 1310 00:57:55,847 --> 00:57:57,348 Okay. Is it all AI. 1311 00:58:02,103 --> 00:58:03,480 But no. 1312 00:58:03,480 --> 00:58:03,688 Yeah. 1313 00:58:03,688 --> 00:58:05,899 They take a minute to make and it's like, yeah, 1314 00:58:05,899 --> 00:58:07,442 they just put a lot of time and effort 1315 00:58:07,442 --> 00:58:09,903 into the editing production because they just really care to make sure 1316 00:58:09,903 --> 00:58:11,529 like these things are the best they can possibly be. 1317 00:58:11,529 --> 00:58:14,157 So they're probably going like 172 months right now. 1318 00:58:14,157 --> 00:58:16,326 Is that the kind of stuff you watch for fun? 1319 00:58:16,326 --> 00:58:17,368 Yeah, yeah it is. 1320 00:58:17,368 --> 00:58:17,619 Yeah. 1321 00:58:17,619 --> 00:58:22,582 I, I, you know, I watch like a lot of films like, like weirdly enough. 1322 00:58:22,582 --> 00:58:25,710 And I get actually a lot of inspiration from movies and TV. 1323 00:58:25,793 --> 00:58:27,712 And so when I see something that feels like 1324 00:58:27,712 --> 00:58:30,840 it's at that quality, it's at that level, then I get a lot of inspiration 1325 00:58:30,840 --> 00:58:32,175 when it comes to what I do. 1326 00:58:32,175 --> 00:58:35,011 What are some maybe thumbnails that you admire most right now? 1327 00:58:35,011 --> 00:58:35,595 it's interesting 1328 00:58:35,595 --> 00:58:39,891 because there are a lot of people that are making really good, like designs 1329 00:58:39,891 --> 00:58:45,063 that aren't necessarily the type of niches or ideation that would attract 1330 00:58:45,063 --> 00:58:48,483 the biggest audience possible, but they're still absolutely crushing it. 1331 00:58:48,525 --> 00:58:48,816 Right? 1332 00:58:48,816 --> 00:58:51,528 And when it comes to what they do, I think, like Michelle 1333 00:58:51,528 --> 00:58:53,530 is really good at thumbnails. 1334 00:58:53,530 --> 00:58:57,283 Like she has a pretty hard job where you have to 1335 00:58:57,408 --> 00:59:01,246 succeed in trailblazing in a niche that really isn't defined yet. 1336 00:59:01,287 --> 00:59:04,374 And so you're kind of just like, it's like the Jimmy problem or like, 1337 00:59:04,457 --> 00:59:06,084 like literally like really trying to think about, 1338 00:59:06,084 --> 00:59:08,628 like where they are, like, how do you make a thumbnail? 1339 00:59:08,628 --> 00:59:10,964 You are comfortable with 100 million views, right? 1340 00:59:10,964 --> 00:59:12,882 Like where do you go to who you talk to? 1341 00:59:12,882 --> 00:59:14,259 There's like no one. Right? 1342 00:59:14,259 --> 00:59:15,301 So you're just kind of like, oh, okay. 1343 00:59:15,301 --> 00:59:18,346 You realize you are the trailblazer, so you have to bring things down. 1344 00:59:18,346 --> 00:59:19,764 The first principles to be like, 1345 00:59:19,764 --> 00:59:21,849 how do I make the best possible from the possible 1346 00:59:21,849 --> 00:59:24,060 within my niche and within my audience? Right. 1347 00:59:24,060 --> 00:59:27,355 And so with Michelle, like, they're not like getting, you know, 1348 00:59:27,397 --> 00:59:29,065 30 million views or anything like that, but like, 1349 00:59:29,065 --> 00:59:31,109 they're so well executed, they're so excellent. 1350 00:59:31,109 --> 00:59:32,360 And what comes to what she's trying to do? 1351 00:59:32,360 --> 00:59:35,780 I remember one specifically where she did one on magicians, and there's one where 1352 00:59:35,780 --> 00:59:39,784 she's like in the, you know, the container box that you would see, like, 1353 00:59:39,826 --> 00:59:41,035 you know, Houdini or something. 1354 00:59:41,035 --> 00:59:42,453 And she's trying to break out and she's like 1355 00:59:42,453 --> 00:59:43,955 in the middle of drowning or something. 1356 00:59:43,955 --> 00:59:48,376 And I just like when you do fear based packaging, I know it crushes. 1357 00:59:48,710 --> 00:59:51,004 And you think of like statistically, what are the biggest fears 1358 00:59:51,004 --> 00:59:52,005 that people have? 1359 00:59:52,005 --> 00:59:54,966 Well, drowning consistently amongst all human beings 1360 00:59:54,966 --> 00:59:58,386 is the number one fear every single person has on planet Earth. 1361 00:59:58,386 --> 00:59:59,053 Right? 1362 00:59:59,053 --> 01:00:02,056 Then it doesn't matter what a life experience you have or what 1363 01:00:02,265 --> 01:00:03,683 thing happened to you, or five or whatever. 1364 01:00:03,683 --> 01:00:06,686 Like this is the one thing that everyone will be afraid of for 1365 01:00:06,728 --> 01:00:08,896 even if they have never experienced before. 1366 01:00:08,896 --> 01:00:10,857 And so when she had the one of her drowning, 1367 01:00:10,857 --> 01:00:12,650 I was like, this is the highest level of fear 1368 01:00:12,650 --> 01:00:14,193 based packaging you could possibly get. 1369 01:00:14,193 --> 01:00:17,238 And I think it got like 8 million, if I remember correctly. 1370 01:00:17,238 --> 01:00:20,617 So it was still like a high performer for her, even though it may not like, 1371 01:00:20,658 --> 01:00:22,035 you know, oh, it didn't get 30 movies. 1372 01:00:22,035 --> 01:00:24,329 I think that's like, well, that doesn't make it like a bad thumbnail. 1373 01:00:24,329 --> 01:00:28,333 It just means like, you know, she is in a niche where it's harder to succeed. 1374 01:00:28,374 --> 01:00:30,627 Like you would make more kid creator type content. 1375 01:00:30,627 --> 01:00:31,419 That makes sense. 1376 01:00:31,419 --> 01:00:35,965 Where you're at right now before you start going and working with a creator 1377 01:00:36,007 --> 01:00:39,260 right as their strategist, what are the things you look for? 1378 01:00:39,344 --> 01:00:41,554 You know, are you picky with who you choose to work with? 1379 01:00:41,554 --> 01:00:42,347 Yeah, yeah. 1380 01:00:42,347 --> 01:00:47,602 Very like for me, like I just want to see that you are taking this 1381 01:00:47,602 --> 01:00:52,106 as seriously as I, you know, because I, I was just telling this to 1382 01:00:52,106 --> 01:00:55,151 about your mind where he said, like, I want to be the best. 1383 01:00:55,151 --> 01:01:00,615 And I'm like, dude, everyone says that, like, everyone 1384 01:01:00,615 --> 01:01:04,452 I talked to says that I don't know about, like, you know, everyone on earth, 1385 01:01:04,452 --> 01:01:06,162 but everyone in my spirit is like, 1386 01:01:06,162 --> 01:01:08,915 I asked them what they want is I want to be the best, right? 1387 01:01:08,915 --> 01:01:11,042 The problem is them not the best, right? 1388 01:01:11,042 --> 01:01:12,669 They can't all possibly be best. 1389 01:01:12,669 --> 01:01:14,295 So this is good speaking, right? 1390 01:01:14,295 --> 01:01:17,632 And so when when I hear that to me, I tell them like, 1391 01:01:17,674 --> 01:01:22,220 that's just a high level of NPC behavior to say I want to be the best. 1392 01:01:22,220 --> 01:01:25,056 And he was like, oh, I was like, what? 1393 01:01:25,056 --> 01:01:25,556 What does it take? 1394 01:01:25,556 --> 01:01:26,391 What does it actually take? 1395 01:01:26,391 --> 01:01:29,143 And I'm like, if you look at like LeBron, he didn't go around all day 1396 01:01:29,143 --> 01:01:31,521 talking to the person. I won't be the best on the best. 1397 01:01:31,521 --> 01:01:33,439 That's right. He just went back to get more reps. 1398 01:01:33,439 --> 01:01:35,608 And you do that for a decade. 1399 01:01:35,608 --> 01:01:37,985 Then you're like, wow, that guy's do best. 1400 01:01:37,985 --> 01:01:39,737 And that's that's really what happened. 1401 01:01:39,737 --> 01:01:41,572 And so the truth is, like people who say that, 1402 01:01:41,572 --> 01:01:44,534 it's like they want to get around to having to do the reps for a long time. 1403 01:01:44,534 --> 01:01:47,078 I promise you, most of the books say that give them five years. 1404 01:01:47,078 --> 01:01:48,746 They probably won't even say it anymore. 1405 01:01:48,746 --> 01:01:52,166 And so when I see something like that, I see someone's like, 1406 01:01:52,166 --> 01:01:55,712 I'm putting skin in the game like I am, you know, like the violin. 1407 01:01:55,712 --> 01:01:57,255 As for Anthony Bros. 1408 01:01:57,255 --> 01:02:00,925 Like, he was doing this for 30 years and I'm like, okay, I can work with that. 1409 01:02:00,925 --> 01:02:02,593 I can see like, you're taking it seriously, 1410 01:02:02,593 --> 01:02:05,888 or when there is someone who's like, I'm putting, 1411 01:02:05,930 --> 01:02:08,683 you know, X amount of money in this because I really mean it. 1412 01:02:08,683 --> 01:02:09,475 And it's like, okay, cool. 1413 01:02:09,475 --> 01:02:12,812 Like I can see your ticket as seriously, but I have someone who's like a kid 1414 01:02:12,812 --> 01:02:14,313 and they're like, I want to be famous. 1415 01:02:14,313 --> 01:02:18,526 And I'm like, dude, you know, like, this is never going to work, right? 1416 01:02:18,985 --> 01:02:21,988 Do you have kids approach you, like, blow me up on YouTube? 1417 01:02:22,780 --> 01:02:24,115 Yeah, it has happened. 1418 01:02:24,115 --> 01:02:27,326 And for them it's like look like like crowd like that. 1419 01:02:27,326 --> 01:02:28,077 That's what you want. 1420 01:02:28,077 --> 01:02:28,828 That's awesome. 1421 01:02:28,828 --> 01:02:32,623 But, like, you have to really understand this is not like a get rich quick 1422 01:02:32,665 --> 01:02:33,249 type of thing. 1423 01:02:33,249 --> 01:02:36,335 It's not like a get clout instantly type of thing like 1424 01:02:36,335 --> 01:02:38,796 this is going to be it's going to cost you a lot, right? 1425 01:02:38,796 --> 01:02:40,798 Because like I said, this is one of the most competitive 1426 01:02:40,798 --> 01:02:42,675 platforms on earth, right? 1427 01:02:42,675 --> 01:02:46,262 And so to win here you have to have something that most people don't have 1428 01:02:46,304 --> 01:02:49,515 or you are so determined, like, I'm going to do this no matter what. 1429 01:02:49,515 --> 01:02:50,767 And the truth is, like, 1430 01:02:50,767 --> 01:02:53,060 if that's the case, I might do like I would say, 1431 01:02:53,060 --> 01:02:55,313 like I hope people do the right direction at the time. 1432 01:02:55,313 --> 01:02:59,275 Like look like, have you done Patty Galloway's Accelerate Accelerator program? 1433 01:02:59,275 --> 01:03:03,070 And if they say no, I might can go do that and then come back and talk to me 1434 01:03:03,112 --> 01:03:03,988 like, oh, I don't have the money. 1435 01:03:03,988 --> 01:03:05,907 And I'm like, go make the money. 1436 01:03:05,907 --> 01:03:07,825 Once you make the money, then go take the program. 1437 01:03:07,825 --> 01:03:08,951 And they say, I'm not going to do that. 1438 01:03:08,951 --> 01:03:11,120 I'm like, you're not serious. You don't really want to do this, right? 1439 01:03:11,120 --> 01:03:13,456 And so once I someone comes to me and says, like, 1440 01:03:13,456 --> 01:03:14,707 I've had comments on this, like, okay, 1441 01:03:14,707 --> 01:03:16,876 I've taken Patty Galloway's accelerator program, 1442 01:03:16,876 --> 01:03:19,295 I have worked with this one strategist that I know personally. Right. 1443 01:03:19,295 --> 01:03:22,298 And I've spent X amount of money on these boys that this team in place. 1444 01:03:22,298 --> 01:03:25,134 I'm just missing the best strategists. And I'm like, okay, perfect. 1445 01:03:25,134 --> 01:03:26,594 I can totally work with all this stuff. 1446 01:03:26,594 --> 01:03:29,472 Like even if we don't have our big wow factor, everything else is there 1447 01:03:29,472 --> 01:03:31,140 or we can find it, you know? 1448 01:03:31,140 --> 01:03:32,975 And so as long as we're willing to kind of like 1449 01:03:32,975 --> 01:03:35,937 go along with that journey and have that sweat equity, 1450 01:03:35,937 --> 01:03:38,856 then I'm like, yeah, like, let's go. Like I'm excited to do this. 1451 01:03:38,856 --> 01:03:40,691 All right, let's go to level three. 1452 01:03:40,691 --> 01:03:45,488 Level three is 100,000 views. 1453 01:03:45,613 --> 01:03:47,532 So a creator at this level right. 1454 01:03:47,532 --> 01:03:49,033 Maybe they're stuck in this level. 1455 01:03:49,033 --> 01:03:51,911 They're stuck on 100,000 up to 300,000. 1456 01:03:51,911 --> 01:03:53,913 They're in the hundreds of thousands of views right. 1457 01:03:53,913 --> 01:03:55,289 Per video. 1458 01:03:55,289 --> 01:03:56,999 How do they get to the next level. Right. 1459 01:03:56,999 --> 01:03:58,918 What's the what's what's the next step? 1460 01:03:58,918 --> 01:03:59,085 Yeah. 1461 01:03:59,085 --> 01:04:02,088 So now we're going from 100,000 to 1 million views. 1462 01:04:02,129 --> 01:04:03,965 Yep. Okay. 1463 01:04:03,965 --> 01:04:07,009 This is cool because this is where you get into like 1464 01:04:07,218 --> 01:04:10,263 like some pretty decent like competitive. 1465 01:04:10,263 --> 01:04:13,057 This is where you get to a pretty decent competitive field here. 1466 01:04:13,057 --> 01:04:17,854 So if you're like in kids entertainment or you just entertainment in general, 1467 01:04:17,895 --> 01:04:21,607 regardless of age, that's going to be the most competitive possible. 1468 01:04:21,649 --> 01:04:25,444 The reason why is because it actually is the easiest to get a million views on. 1469 01:04:25,486 --> 01:04:29,740 The problem is like the most amount of people on YouTube are trying to do this. 1470 01:04:29,740 --> 01:04:33,119 So that's the reason why I was trying to do because it's that easy, right. 1471 01:04:33,160 --> 01:04:35,204 And so but now there's so many people here. 1472 01:04:35,204 --> 01:04:37,373 The competition is so high, ratings hard. 1473 01:04:38,457 --> 01:04:39,625 The way that I like to 1474 01:04:39,625 --> 01:04:43,421 do it, where it's like, say we're at a 100,000, let's pretend 1475 01:04:43,462 --> 01:04:46,465 we're in a niche that's like, not so dominated yet where I'm like, okay, 1476 01:04:46,465 --> 01:04:50,720 so far, let's say no one in this new scut gets a million views per episode. 1477 01:04:51,178 --> 01:04:53,806 What is it going to take for us to get there? 1478 01:04:53,806 --> 01:04:55,433 And it's to say, like, we've got to do some team 1479 01:04:55,433 --> 01:04:58,269 because we're at 100 K, we go up here, we got a couple of people. 1480 01:04:58,269 --> 01:05:01,105 We're probably doing decent thumbnails, probably decent content. 1481 01:05:01,105 --> 01:05:03,357 So the things like, what do we need to elevate 1482 01:05:03,357 --> 01:05:06,819 to put in a 20% effort that gets the 80% return? 1483 01:05:06,819 --> 01:05:09,739 This is going to be entirely on our ideas. 1484 01:05:09,739 --> 01:05:10,531 We need to of them. 1485 01:05:10,531 --> 01:05:12,033 Like no matter where we think we are, 1486 01:05:12,033 --> 01:05:14,493 no matter how good we think we are, they're not good enough, right? 1487 01:05:14,493 --> 01:05:18,205 So these ideation sessions we're having, they're not good. 1488 01:05:18,247 --> 01:05:20,416 Like what we're coming up with is not good. So what's wrong? 1489 01:05:20,416 --> 01:05:24,170 Is it the process of what we think of good idea is is it 1490 01:05:24,211 --> 01:05:28,299 the way we're getting information like, is it, 1491 01:05:28,299 --> 01:05:32,720 someone on the team is holding us back by saying every idea we have is a banger. 1492 01:05:32,762 --> 01:05:33,346 Like there's 1493 01:05:33,346 --> 01:05:33,888 some there's 1494 01:05:33,888 --> 01:05:37,850 some bottleneck in the process that's not getting us the best results yet. 1495 01:05:37,850 --> 01:05:40,728 And that's really what I look at more. 1496 01:05:40,728 --> 01:05:44,690 If we're not hitting results at this level, I'm not like going to 1497 01:05:44,690 --> 01:05:47,902 my team cracking up, be like, you need to get this client 100. 1498 01:05:48,110 --> 01:05:49,153 That doesn't do anything right. 1499 01:05:49,153 --> 01:05:50,863 Like it can't be results based. That's how it works. 1500 01:05:50,863 --> 01:05:52,907 We just got to be heavily process what we fit in. 1501 01:05:52,907 --> 01:05:56,202 So I go back to the process and like, what's wrong in our process? 1502 01:05:56,202 --> 01:05:57,662 What's not working here. 1503 01:05:57,662 --> 01:06:00,873 And you know, it's with me and my team. 1504 01:06:00,873 --> 01:06:02,833 It's usually not a teammate issue. 1505 01:06:02,833 --> 01:06:04,460 It's usually like, okay, 1506 01:06:04,460 --> 01:06:06,462 there's something going on with our way of thinking. 1507 01:06:06,462 --> 01:06:09,924 And we'll go back to who are we getting our inspiration 1508 01:06:09,924 --> 01:06:11,550 from when we're trying to make our own thumbnails? 1509 01:06:11,550 --> 01:06:13,928 And we'll be like, oh, turns out they are doing something wrong. 1510 01:06:13,928 --> 01:06:15,846 We didn't figure it out yet, right? 1511 01:06:15,846 --> 01:06:19,600 And so once we figure out like that one bottleneck and it's usually it's almost 1512 01:06:19,600 --> 01:06:24,105 always it's in packaging, it's in ideation and it's in the angle of our packaging. 1513 01:06:24,271 --> 01:06:27,066 And to walk that through, I don't know if I went through that fully. 1514 01:06:27,066 --> 01:06:29,944 Let me just do that here with packaging. 1515 01:06:29,944 --> 01:06:31,946 There are like three steps to it. 1516 01:06:31,946 --> 01:06:34,115 Everyone thinks it's just designed, but that's like 1517 01:06:34,115 --> 01:06:35,533 the least important part, right? 1518 01:06:35,533 --> 01:06:37,910 You think of like like a cake, right? 1519 01:06:37,910 --> 01:06:41,956 If you see a cake without frosting, it probably won't look very appetizing 1520 01:06:41,998 --> 01:06:44,792 to you. But when we look from them and you're like, well, that looks great. 1521 01:06:44,792 --> 01:06:45,710 But we changed like nothing. 1522 01:06:45,710 --> 01:06:48,004 Like we just put like 10% of frosting 1523 01:06:48,004 --> 01:06:50,506 to make the layers of the cake look good, right? 1524 01:06:50,506 --> 01:06:54,176 And so in this case, the design is the 10% 1525 01:06:54,218 --> 01:06:56,804 frosting to make the rest of it with appealing. 1526 01:06:56,804 --> 01:07:00,391 And so it's not that it matters like it's like the 10% effort. 1527 01:07:00,433 --> 01:07:04,103 What really matters is that 90% underneath is the thing that matters. 1528 01:07:04,103 --> 01:07:05,938 And that's going to come to your concept 1529 01:07:05,938 --> 01:07:08,274 and that's gonna come to the angle of the concept. 1530 01:07:08,274 --> 01:07:08,566 Right. 1531 01:07:08,566 --> 01:07:13,654 So let's say like I made a video, like let's say I have a knitting channel, 1532 01:07:13,696 --> 01:07:13,946 right? 1533 01:07:13,946 --> 01:07:17,575 People say like, oh, knitting is a niche you can't get a million views in. 1534 01:07:17,575 --> 01:07:19,952 And I'm like, I love that so much. I'm like, yes, you can. 1535 01:07:19,952 --> 01:07:22,038 So let's say I have a knitting channel, right? 1536 01:07:22,038 --> 01:07:25,958 And I want to go broad entertainment as broad as possible with this meeting. 1537 01:07:26,250 --> 01:07:26,584 Right. 1538 01:07:26,584 --> 01:07:32,631 So I'll come up with a video that's like I knitted medieval armor is the title. 1539 01:07:32,631 --> 01:07:37,011 And in the thumbnail, this arrow hitting the the knit armor and the text 1540 01:07:37,011 --> 01:07:41,307 that says it actually works right now, you're like, no freaking. 1541 01:07:41,307 --> 01:07:43,934 You got to go. There's no fruit the way you really did this, right? 1542 01:07:43,934 --> 01:07:45,394 And then you're like, no, for real, I really did it. 1543 01:07:45,394 --> 01:07:47,605 Just got to shoot it there. Like you're like, oh my God. 1544 01:07:47,605 --> 01:07:49,148 Like, dude, it's gonna be okay, right? 1545 01:07:49,148 --> 01:07:50,274 It's like, you do all that and you're like, 1546 01:07:50,274 --> 01:07:52,276 how does it not get piece, right? Right. 1547 01:07:52,276 --> 01:07:55,946 Knitting as you jump out of an airplane, you got you got to go crazy. 1548 01:07:56,280 --> 01:07:56,614 Because. 1549 01:07:56,614 --> 01:07:59,492 Because the concept knitting it's a boring topic. 1550 01:07:59,492 --> 01:08:01,952 Or for most many people, let's say. 1551 01:08:01,952 --> 01:08:04,955 So you have to add some element of what the. 1552 01:08:04,997 --> 01:08:07,124 Yeah. What's funny is like you're using that against them. 1553 01:08:07,124 --> 01:08:08,959 They're like, oh, knitting is boring. Like good. 1554 01:08:08,959 --> 01:08:11,170 Like I'm going to use that against you, right? 1555 01:08:11,170 --> 01:08:13,964 And so anyway, so I'll just say is like what I did there 1556 01:08:13,964 --> 01:08:17,510 with angle and concept is very specific where let's say 1557 01:08:17,510 --> 01:08:20,679 I had the exact same title, but my thumbnail sucks. 1558 01:08:20,721 --> 01:08:23,390 Like how does it mean like it's just a guy actually moving, 1559 01:08:23,390 --> 01:08:25,142 like literally knitting a thing of armor 1560 01:08:25,142 --> 01:08:29,313 that's not as impactful as seeing someone get hit by an arrow, right? 1561 01:08:29,355 --> 01:08:32,608 Because the idea is like the thing that you have knitted. 1562 01:08:32,650 --> 01:08:34,735 I'm not even sure if you use this terminology, 1563 01:08:34,735 --> 01:08:36,028 but it's the thing that you have knitted 1564 01:08:36,028 --> 01:08:39,198 is like soft, and it's not going to stop an era. 1565 01:08:39,240 --> 01:08:41,992 You know that just from anyone who's interacted with them like this. 1566 01:08:41,992 --> 01:08:44,954 It's a now that we put someone in a high stress scenario 1567 01:08:44,954 --> 01:08:48,707 with a very unlikely hero than coming out, okay, telling them no, 1568 01:08:49,041 --> 01:08:52,419 they came out perfectly like, okay, in this video. 1569 01:08:52,503 --> 01:08:55,840 So we're playing against their expectations with the angle. 1570 01:08:55,840 --> 01:08:59,009 And the concept is like, you know, you think like what goes with 1571 01:08:59,385 --> 01:09:02,805 like what goes with the evil armor is an arrow is a perfect example. 1572 01:09:02,805 --> 01:09:05,891 But I, I could have done something dumb that's like off topic where 1573 01:09:05,891 --> 01:09:09,019 it's like he gets hit by a bowl, like a, like a bowl of horns or whatever. 1574 01:09:09,061 --> 01:09:11,605 You're like, wait, what the hell does it have to do with me? 1575 01:09:11,605 --> 01:09:15,276 Like, you realize it's so confusing to try to figure out what I'm trying to say. 1576 01:09:15,359 --> 01:09:20,072 That's the example of the a bad angle on a good concept, right? 1577 01:09:20,072 --> 01:09:23,075 So a good angle is like we stayed on brand, which is like 1578 01:09:23,159 --> 01:09:25,202 what goes with medieval armor? 1579 01:09:25,202 --> 01:09:25,911 Like, well, an arrow. 1580 01:09:25,911 --> 01:09:26,787 That's what I'm supposed to do. 1581 01:09:26,787 --> 01:09:29,665 So let's put it to see if our knitting did the exact same thing. 1582 01:09:29,665 --> 01:09:34,128 So like those are like the, the like the quick work ends when it comes to 1583 01:09:34,170 --> 01:09:37,840 like what is good concept and what is good in goal on that concept. 1584 01:09:37,840 --> 01:09:42,052 And design is like the 10% that makes the cake look attractive. 1585 01:09:42,136 --> 01:09:44,889 What's the biggest problem with YouTube right now? 1586 01:09:44,889 --> 01:09:47,224 I've heard some people say 1587 01:09:47,224 --> 01:09:50,102 it's the algorithm, or 1588 01:09:50,102 --> 01:09:54,982 I mean maybe just blaming it on YouTube because they can't get their views, but 1589 01:09:56,025 --> 01:09:57,943 is there a piece of advice, like in everyone's mind 1590 01:09:57,943 --> 01:09:59,236 that's just holding them back? 1591 01:09:59,236 --> 01:10:01,280 Yeah, mindset is a big one. 1592 01:10:01,280 --> 01:10:06,160 If you think YouTube is rigged, you'll find a self-fulfilling prophecy, right? 1593 01:10:06,202 --> 01:10:07,745 Like it's the same thing with life. 1594 01:10:07,745 --> 01:10:10,789 Like, if you think like nothing's gonna work 1595 01:10:10,789 --> 01:10:14,210 out, like you'll find yourself in a position where nothing works out. 1596 01:10:14,210 --> 01:10:17,296 Like, it's interesting how that happens because it's like, you know, 1597 01:10:17,338 --> 01:10:21,050 when you believe something your mind looks for subconsciously, 1598 01:10:21,091 --> 01:10:24,803 not even consciously is looking for stuff to prove what your your belief system is. 1599 01:10:24,803 --> 01:10:27,348 Correct. That's why, like, your mindset is so damn important. 1600 01:10:27,348 --> 01:10:30,017 Because if you said I'm going to win no matter what, 1601 01:10:30,017 --> 01:10:32,186 guess what happens to your mind starts looking for, right? 1602 01:10:32,186 --> 01:10:33,562 So I'm looking for like where are the avenues 1603 01:10:33,562 --> 01:10:35,481 where the path is to make sure this happens, right? 1604 01:10:35,481 --> 01:10:38,317 And also then you like run into someone who's like a cracked 1605 01:10:38,317 --> 01:10:39,860 like YouTube guy, but no one knows about you 1606 01:10:39,860 --> 01:10:41,779 and you're like, oh, perfect, this is how I win. 1607 01:10:41,779 --> 01:10:44,657 And like, you're going to be on my team and you're going to help you with, like, 1608 01:10:44,657 --> 01:10:46,492 you know, getting exposure, etc.. 1609 01:10:46,492 --> 01:10:47,534 And so then all a sudden, like, 1610 01:10:47,534 --> 01:10:50,537 you just start looking for ways to win and then also just starts happening. 1611 01:10:50,621 --> 01:10:54,416 But now what happens if that person who did it comes to someone, 1612 01:10:54,667 --> 01:10:57,920 someone else and be like, oh, well, you just got lucky at YouTube's rigged. 1613 01:10:58,254 --> 01:11:02,424 Like, that person is like, dude, you like, I didn't get here because it was written 1614 01:11:02,466 --> 01:11:03,676 like I was intentionally 1615 01:11:03,676 --> 01:11:05,552 like playing all this stuff and doing all this work 1616 01:11:05,552 --> 01:11:08,138 and put all this effort to get it to the point here. 1617 01:11:08,138 --> 01:11:10,891 And if it truly was, if it truly was rigged, 1618 01:11:10,891 --> 01:11:14,019 YouTube would stop growing as a business model, like to kind of run 1619 01:11:14,019 --> 01:11:17,189 it back a bit like back in the days in 2015. 1620 01:11:17,231 --> 01:11:19,900 YouTube was actually a hard landscape to getting really fuze on. 1621 01:11:19,900 --> 01:11:22,278 Like if you got a million views, it's like you'd be on Elon, right? 1622 01:11:22,278 --> 01:11:24,280 Like that would be like a big deal, right? 1623 01:11:24,280 --> 01:11:25,572 Unless you were a piece of nice 1624 01:11:25,572 --> 01:11:27,950 that you ain't getting a million views on your video. 1625 01:11:27,950 --> 01:11:28,575 Right. 1626 01:11:28,575 --> 01:11:31,078 And the reason why is because YouTube was like doubling down into winners. 1627 01:11:31,078 --> 01:11:32,955 And it honestly, business wise, made a lot of sense. 1628 01:11:32,955 --> 01:11:36,041 Like if you have a basketball team and you got like LeBron, you're like, 1629 01:11:36,083 --> 01:11:38,794 you get all the time, like you're going to be on the court the whole time. 1630 01:11:38,794 --> 01:11:39,878 You're going to get all the attention. 1631 01:11:39,878 --> 01:11:42,172 I'm gonna make sure you are like our branding. Right? 1632 01:11:42,172 --> 01:11:43,424 And secondly, it makes sense. 1633 01:11:43,424 --> 01:11:46,969 But also then like you realize you're not growing, like, why are we going? 1634 01:11:46,969 --> 01:11:50,139 Oh, but maybe because we just put all of our money in this one guy. 1635 01:11:50,180 --> 01:11:52,349 We have a whole team of players that could kill. Right? 1636 01:11:52,349 --> 01:11:55,311 And so YouTube started to get really smart, like, hey, what 1637 01:11:55,311 --> 01:11:58,647 if we got the new people that are coming on their uploading their first video? 1638 01:11:58,689 --> 01:12:00,941 What have we got those people to find an audience? 1639 01:12:00,941 --> 01:12:02,401 What would it take for that to happen? 1640 01:12:02,401 --> 01:12:05,070 And I remember the day I learned this was the case. 1641 01:12:06,030 --> 01:12:08,157 There was a creator. 1642 01:12:08,157 --> 01:12:12,202 He was like a philosophy creator, and I never seen his first upload 1643 01:12:12,202 --> 01:12:13,454 get 20,000 views. 1644 01:12:13,454 --> 01:12:16,123 And the video was very poorly edited. 1645 01:12:16,123 --> 01:12:18,584 It was not very well filmed. The audio was good. 1646 01:12:18,584 --> 01:12:21,003 Luckily the audio was good and I could just see him right. 1647 01:12:21,003 --> 01:12:25,174 It was like the bare minimum 20 minutes him talking about Shogun Howard super 1648 01:12:25,174 --> 01:12:25,841 niche stuff. 1649 01:12:25,841 --> 01:12:28,802 And yet I just saw him get 20,000 views and I remember just seeing that. 1650 01:12:28,802 --> 01:12:31,305 And this was in 2022 and I saw that and I was like, 1651 01:12:31,305 --> 01:12:32,723 I've never seen it happen before. 1652 01:12:32,723 --> 01:12:34,058 And I just described it as saying, well, 1653 01:12:34,058 --> 01:12:37,770 I followed him and he ended up like getting, 1654 01:12:37,770 --> 01:12:40,564 you know, getting it millions of years down the road and then becoming like the, 1655 01:12:40,564 --> 01:12:44,193 you know, one of the one percenters in this movie all the time. 1656 01:12:44,318 --> 01:12:48,155 And I just, I liked looking at him as a case study to be like, okay, 1657 01:12:48,197 --> 01:12:49,531 his niche is small. 1658 01:12:49,531 --> 01:12:51,658 Like his videos aren't very good, especially at first. 1659 01:12:51,658 --> 01:12:53,577 They weren't very good, but they got a lot better at the time. 1660 01:12:53,577 --> 01:12:57,373 And and everything I'm seeing tells me this video is channel 1661 01:12:57,414 --> 01:12:58,916 shouldn't work and it is working. 1662 01:12:58,916 --> 01:13:03,087 And when I realized that I was like, oh, YouTube has changed the way 1663 01:13:03,087 --> 01:13:05,714 the distribute viewership to creators. 1664 01:13:05,714 --> 01:13:07,424 And then also it just like taught me, like, 1665 01:13:07,424 --> 01:13:08,926 if you're brand new, you can kill it. 1666 01:13:08,926 --> 01:13:13,389 And I never had that feeling before where there was a time when that wasn't 1667 01:13:13,389 --> 01:13:14,181 actually the case. 1668 01:13:14,181 --> 01:13:17,476 Like, you will only get views if you are favored by YouTube, 1669 01:13:17,476 --> 01:13:20,062 but these days, like YouTube knows, if you want to grow, 1670 01:13:20,062 --> 01:13:23,315 you have to give new creators the next generation of people 1671 01:13:23,315 --> 01:13:25,234 making YouTube videos, their fair 1672 01:13:25,234 --> 01:13:27,986 attempt on getting the viewership they want as well. 1673 01:13:27,986 --> 01:13:30,197 Otherwise, you just will stop growing as a business. 1674 01:13:30,197 --> 01:13:33,367 So that's a plus for new creators, because you're saying the algorithm now 1675 01:13:33,492 --> 01:13:37,204 is giving them more of a chance, in some cases 1676 01:13:37,246 --> 01:13:41,041 intentionally trying to push them so they can start on their YouTube journey. 1677 01:13:41,041 --> 01:13:43,710 But is that hurting those older creators that are 1678 01:13:43,710 --> 01:13:46,964 that have been creating for five, ten years because they're just like, 1679 01:13:46,964 --> 01:13:48,590 we're not going to give you as many views anymore. 1680 01:13:48,590 --> 01:13:50,926 We're going to work with the new people only. 1681 01:13:50,926 --> 01:13:52,845 Well, it's funny because it's like when it's up happening 1682 01:13:52,845 --> 01:13:55,013 is you just get new people want to jump on the platform. 1683 01:13:55,013 --> 01:13:56,932 Right? So let's say like, let's say you got a buddy. 1684 01:13:56,932 --> 01:14:01,854 Let's say, come on, dude, I just got to do something like what you did. 1685 01:14:01,895 --> 01:14:02,646 What does that make you do? 1686 01:14:02,646 --> 01:14:04,440 Make you go like, oh, I don't like you to, right? 1687 01:14:04,440 --> 01:14:06,775 You're like, oh, shoot. Really? And like, do you watch the video? 1688 01:14:06,775 --> 01:14:07,901 You're like, what do you do? 1689 01:14:07,901 --> 01:14:08,902 You're thinking about it, right? 1690 01:14:08,902 --> 01:14:10,863 You think, how do I make a channel right now? 1691 01:14:10,863 --> 01:14:11,196 A sudden 1692 01:14:11,196 --> 01:14:13,657 you just found yourself in ten hours of the YouTube 1693 01:14:13,657 --> 01:14:16,034 algorithm watching all these videos on how to kill it on YouTube, right. 1694 01:14:16,034 --> 01:14:18,078 What just happened? They just got a brand new thing, right? 1695 01:14:18,078 --> 01:14:21,874 And that's what happens when you get new creators making videos that are crushing. 1696 01:14:21,874 --> 01:14:26,587 You created a whole new audience doing this, and at times at the beginning 1697 01:14:26,587 --> 01:14:27,963 it might be really short, 1698 01:14:27,963 --> 01:14:31,675 it might be at the beginning, it might be a really small audience. 1699 01:14:31,717 --> 01:14:31,967 Right? 1700 01:14:31,967 --> 01:14:36,680 But over time, this is such a compound, super heavily to a point where You go 1701 01:14:36,680 --> 01:14:41,268 from only giving your creators $30 billion per year to now. 1702 01:14:41,310 --> 01:14:43,520 Last I checked, I think it was like $70 billion. 1703 01:14:43,520 --> 01:14:45,439 They distributed the creators every year. 1704 01:14:45,439 --> 01:14:48,817 And to put that in perspective, Netflix is budget. 1705 01:14:48,817 --> 01:14:52,488 I think last ever was 17 billion per year. 1706 01:14:52,654 --> 01:14:55,115 And they're making content as well as distributed. 1707 01:14:55,115 --> 01:14:56,074 YouTube was smart. 1708 01:14:56,074 --> 01:14:59,244 They just have to distribute it and give them the cut and then they're done. 1709 01:14:59,328 --> 01:15:03,707 What are the three metrics that matter most for long form YouTube videos? 1710 01:15:03,790 --> 01:15:04,917 Yeah, so we talked about a few of these. 1711 01:15:04,917 --> 01:15:05,667 We'll go over It's 1712 01:15:05,667 --> 01:15:10,672 going to be your AVD average duration, and it's going to be your impressions. 1713 01:15:10,714 --> 01:15:12,966 These are the three things I look at with anything. 1714 01:15:12,966 --> 01:15:15,302 The reason why I look at these pretty heavily 1715 01:15:15,302 --> 01:15:18,805 is because the APV is only going to, you know, 1716 01:15:18,847 --> 01:15:21,975 we're going to see a high APD if our APD is high. 1717 01:15:21,975 --> 01:15:25,312 And so that's why I look at that first to see like is our intro crushing. 1718 01:15:25,312 --> 01:15:27,773 And a lot of times like a bad intro 1719 01:15:27,773 --> 01:15:31,693 can be a issue of correlating the good packaging with the intro. 1720 01:15:31,777 --> 01:15:34,780 AB excuse me, that's going to tell us all those things. 1721 01:15:34,821 --> 01:15:35,113 Right? 1722 01:15:35,113 --> 01:15:39,493 And when it comes to our AVD, that's going to be like long term growth. 1723 01:15:39,493 --> 01:15:44,289 So for AVD is high then we know for sure long term we have something here. 1724 01:15:44,289 --> 01:15:46,917 It's just maybe it's not going to work right off the bat. 1725 01:15:46,917 --> 01:15:51,296 And impressions like the only way, the only way we are getting 1726 01:15:51,296 --> 01:15:52,172 views is impressions. 1727 01:15:52,172 --> 01:15:55,175 And a lot of people are going to click through rate all the time. 1728 01:15:55,175 --> 01:15:59,012 And the problem is like click through rate is dependent upon another metric. 1729 01:15:59,054 --> 01:16:00,973 You know, I hear people ask me what's good. 1730 01:16:00,973 --> 01:16:02,432 What are you good quickly rate. 1731 01:16:02,432 --> 01:16:04,851 I don't know what that means to be completely honest. 1732 01:16:04,851 --> 01:16:08,814 Like good click through rate is like people will say like 20%, right? 1733 01:16:08,855 --> 01:16:10,732 I got 20% growth rate, which is cool. 1734 01:16:10,732 --> 01:16:12,025 Except look at your impressions. 1735 01:16:12,025 --> 01:16:13,902 It's like 100 compressions right now. 1736 01:16:13,902 --> 01:16:16,071 We got no views with our high quality rate. 1737 01:16:16,071 --> 01:16:19,533 That was no longer a good metric because it didn't get us within big quantity. 1738 01:16:19,533 --> 01:16:20,117 Right. 1739 01:16:20,117 --> 01:16:24,580 And so once you see another video, we'll get like 1% click through rate. 1740 01:16:25,622 --> 01:16:25,998 Impossible. 1741 01:16:25,998 --> 01:16:28,417 Let's just say you did right now only got 1%. 1742 01:16:28,417 --> 01:16:29,084 What a bummer. 1743 01:16:29,084 --> 01:16:31,044 But like look at your impressions. 1744 01:16:31,044 --> 01:16:33,130 We just got like a billion impressions. 1745 01:16:33,130 --> 01:16:33,839 Now all of a sudden 1746 01:16:33,839 --> 01:16:38,260 that 1% is a really good metric because it correlated to viewership. 1747 01:16:38,302 --> 01:16:39,052 Right. 1748 01:16:39,052 --> 01:16:41,763 And so that's the thing I ignore a lot. 1749 01:16:41,763 --> 01:16:43,932 Like it can be an indicator that we're doing something right, 1750 01:16:43,932 --> 01:16:44,891 but it's not the indicator 1751 01:16:44,891 --> 01:16:48,312 that instead of getting views like I use it more as a guide to, okay, 1752 01:16:48,353 --> 01:16:51,273 we probably have a decent angle, we probably have decent packaging, 1753 01:16:51,273 --> 01:16:54,318 but if our impressions were down, that would be like, oh no, never mind. 1754 01:16:54,359 --> 01:16:57,029 Like food does not matter. Our packaging sucks. 1755 01:16:57,029 --> 01:17:00,032 How much money does a video with 100 million views make? 1756 01:17:00,824 --> 01:17:03,035 Well, this is going to be on our RPMs. 1757 01:17:03,035 --> 01:17:07,623 And RPMs are going to be high and low depending upon the content we're making, 1758 01:17:07,623 --> 01:17:09,458 which will be dependent on the audience we get. 1759 01:17:09,458 --> 01:17:12,419 So let's say 1760 01:17:12,419 --> 01:17:15,964 you are in software, right? 1761 01:17:16,006 --> 01:17:18,592 And you have a channel that's talking about software. 1762 01:17:18,592 --> 01:17:20,385 Well, guess what happens when you talk about software? 1763 01:17:20,385 --> 01:17:24,097 You got a million views would be insane. 1764 01:17:24,181 --> 01:17:26,016 Let's pretend that we did. We got 100. 1765 01:17:26,016 --> 01:17:29,436 Well, guess who those 100 million people are listening to software. 1766 01:17:29,478 --> 01:17:31,063 They are entrepreneurs. 1767 01:17:31,063 --> 01:17:32,898 They are people with money. 1768 01:17:32,898 --> 01:17:34,733 They are people who want to be productive. 1769 01:17:34,733 --> 01:17:36,860 There are people who have, like, disposable income. 1770 01:17:36,860 --> 01:17:40,864 They're willing to put on a subscription based model to buy a digital product 1771 01:17:40,864 --> 01:17:43,241 that you can essentially sell to everyone on planet Earth. 1772 01:17:43,241 --> 01:17:44,284 Right. 1773 01:17:44,284 --> 01:17:46,953 Well, that is going to correlate to a whole lot of money 1774 01:17:46,953 --> 01:17:49,873 for the people who advertise their service or product on their right. 1775 01:17:49,873 --> 01:17:53,710 And so guess who is fighting for the space to get on that 190 video? 1776 01:17:53,710 --> 01:17:56,838 It's only the A if only people with all the money in the world. 1777 01:17:56,838 --> 01:18:00,258 And so they're going to pay way more money to get my ad in front of that video. 1778 01:18:00,300 --> 01:18:02,219 Right? So then what happens to that creator? 1779 01:18:02,219 --> 01:18:05,764 Well, their RPMs go from like maybe, you know, $5, right? 1780 01:18:05,806 --> 01:18:08,684 To literally like, I mean, that would be insane. 1781 01:18:08,684 --> 01:18:10,936 That'd be like $100 or something like RPMs. 1782 01:18:10,936 --> 01:18:12,729 And people think that's impossible. 1783 01:18:12,729 --> 01:18:15,565 But I won't say who, I won't say who. 1784 01:18:15,565 --> 01:18:20,696 But I've literally seen a creator show me they had RPM's of $95 on. 1785 01:18:20,737 --> 01:18:23,240 And just so everyone's clear, what is RPM exactly? 1786 01:18:23,240 --> 01:18:25,742 it's a French term that I can't pronounce to my French. 1787 01:18:25,742 --> 01:18:29,037 But essentially it's like revenue per thousand is pretty much what it's saying. 1788 01:18:29,079 --> 01:18:32,666 And so your revenue per thousand is just like your 1789 01:18:32,708 --> 01:18:35,043 the amount of money you make every 1000 views. 1790 01:18:35,043 --> 01:18:36,628 So RPMs are like $1. 1791 01:18:36,628 --> 01:18:37,421 That's really low. 1792 01:18:37,421 --> 01:18:40,132 What's the general range of RPM. 1793 01:18:40,132 --> 01:18:40,257 Yeah. 1794 01:18:40,257 --> 01:18:44,052 So what's like average is like any one creator should expect to get 1795 01:18:44,803 --> 01:18:48,056 low would be like 1 to $4 is pretty low. 1796 01:18:48,265 --> 01:18:54,187 5 to $10 is like around your average, a little slightly above average. 1797 01:18:54,187 --> 01:18:58,150 Once you're around anywhere between $15 or higher, you're looking really good. 1798 01:18:58,191 --> 01:19:00,610 Like you're making $15 per thousand views like that. 1799 01:19:00,610 --> 01:19:02,654 Now you're looking really freaking good now. 1800 01:19:02,654 --> 01:19:04,740 And so it's interesting because like you can see 1801 01:19:04,740 --> 01:19:07,701 a video, two different videos, both got 100,000 views, but 1802 01:19:07,701 --> 01:19:12,330 one makes ten times more than the other based upon the content. 1803 01:19:12,372 --> 01:19:14,207 And what's funny is that if you're in a talking head 1804 01:19:14,207 --> 01:19:17,210 educational video, which most statistically most videos 1805 01:19:17,210 --> 01:19:20,464 are, all you changed was the words that you said. 1806 01:19:20,505 --> 01:19:24,342 And so if you say different words on this video versus 1807 01:19:24,342 --> 01:19:27,554 this one, you can make ten times more money. 1808 01:19:27,679 --> 01:19:30,682 With the same, same talking head. Yeah. 1809 01:19:30,682 --> 01:19:31,266 Okay. Yeah. 1810 01:19:31,266 --> 01:19:32,476 That's interesting because I thought 1811 01:19:32,476 --> 01:19:36,313 and I'm not a YouTube expert, but I thought, okay, like maybe, 1812 01:19:36,563 --> 01:19:39,566 maybe children's or certain 1813 01:19:39,608 --> 01:19:42,611 niches would have a certain RPM, maybe certain, 1814 01:19:42,861 --> 01:19:46,031 you know, luxury niches, maybe you had a higher RPM. 1815 01:19:46,782 --> 01:19:48,200 Okay. That's all true. Okay. 1816 01:19:48,200 --> 01:19:51,703 And so but like you think about like, you know, the difference 1817 01:19:51,703 --> 01:19:55,040 between like a watch collector and like, someone who's, like, 1818 01:19:55,081 --> 01:19:58,960 specifically about Rolexes, like, who's going to have higher incomes, right? 1819 01:19:58,960 --> 01:20:01,421 Or someone's like, I am a car channel. 1820 01:20:01,421 --> 01:20:05,509 I like to work on, like mechanical car stuff versus luxury cars. 1821 01:20:05,550 --> 01:20:05,801 Yeah. 1822 01:20:05,801 --> 01:20:09,763 the advertisers are willing to pay more to get in front of those higher end buyers. 1823 01:20:09,805 --> 01:20:13,683 It's not just that they're willing to pay more, it's that these are, 1824 01:20:13,683 --> 01:20:17,479 these are higher, higher priced products or services. 1825 01:20:17,771 --> 01:20:21,441 And so in order to, you know, get in the door, you're already you have a. 1826 01:20:21,441 --> 01:20:23,109 Tire competition. 1827 01:20:23,109 --> 01:20:25,570 Teach me about the retention graph. Right. 1828 01:20:25,570 --> 01:20:27,697 What are you looking for when you see a retention graph? 1829 01:20:27,697 --> 01:20:31,952 Because I feel like at this stage, this level retention is so important. 1830 01:20:32,035 --> 01:20:32,744 Yes. Yeah. 1831 01:20:32,744 --> 01:20:36,039 Like once you're at 100,000 views, like that's when you really want 1832 01:20:36,039 --> 01:20:39,960 to start looking at content because this is where like, you know, 1833 01:20:40,001 --> 01:20:44,130 like what I said before, where it's like your content game can be okay. 1834 01:20:44,130 --> 01:20:47,467 It can be average, like to, below 100 1835 01:20:47,467 --> 01:20:50,679 views, 100,000 views to get above hundred thousand. 1836 01:20:50,804 --> 01:20:53,348 Now you're in heavy competition space. 1837 01:20:53,348 --> 01:20:59,771 But what's interesting here is like you can only make a video so good before 1838 01:20:59,938 --> 01:21:05,026 you pretty much like tapped out the like the highest polish you could possibly be. 1839 01:21:05,026 --> 01:21:09,281 And I'm gonna walk us through an analogy to help explain this a little further. 1840 01:21:09,364 --> 01:21:11,908 So a lot of people, when they talk about YouTube, 1841 01:21:11,908 --> 01:21:14,619 they're trying to figure out like, what is the angles just to see this guy? 1842 01:21:14,619 --> 01:21:18,206 And I think a lot of people mistakenly see it as like an artistic platform. 1843 01:21:18,206 --> 01:21:22,794 And don't get me wrong, like, I love the art that's on YouTube, 1844 01:21:22,836 --> 01:21:24,921 like Gox is a good example of an artist on YouTube, 1845 01:21:24,921 --> 01:21:26,548 and he makes like phenomenal videos. 1846 01:21:26,548 --> 01:21:29,301 And so it's not to discredit people who are artists on YouTube, 1847 01:21:29,301 --> 01:21:30,886 but it is to say YouTube is not necessarily 1848 01:21:30,886 --> 01:21:34,014 an artistic place, artistic platform. Right. 1849 01:21:34,055 --> 01:21:38,685 And so for me, like what I really see often is YouTube has way 1850 01:21:38,685 --> 01:21:42,981 more correlated with consumable products, 1851 01:21:42,981 --> 01:21:46,109 more so than something that's like an artistic merit. 1852 01:21:46,151 --> 01:21:46,526 Right. 1853 01:21:46,526 --> 01:21:49,905 And I think what this often would like candy bars specifically 1854 01:21:49,905 --> 01:21:52,949 because, you know, the beast team has festivals. 1855 01:21:52,949 --> 01:21:54,826 And I think about that a lot when I talk about it a lot. 1856 01:21:54,826 --> 01:21:57,787 when I think about like, how does that industry work, right? 1857 01:21:57,787 --> 01:21:59,873 You probably have like an entrepreneur right now 1858 01:21:59,873 --> 01:22:02,834 who sells candy and they're like, what the hell? 1859 01:22:02,834 --> 01:22:06,046 How come Hershey's revenue every year is so much higher than mine? 1860 01:22:06,087 --> 01:22:09,674 Don't they know my quality is so much better than theirs? 1861 01:22:09,716 --> 01:22:10,884 And they're probably right. 1862 01:22:10,884 --> 01:22:13,678 But you know me not be in this industry. 1863 01:22:13,678 --> 01:22:16,514 Me just strategist. I could just go back to the far. 1864 01:22:16,514 --> 01:22:20,435 I'll look at their candy bar, look at the wrapper, look at the branding, 1865 01:22:20,477 --> 01:22:22,062 look at what they called it and go, oh, 1866 01:22:22,062 --> 01:22:24,439 I know exactly why you're not getting sales you want. 1867 01:22:24,439 --> 01:22:26,191 And they'll be like, what the hell? 1868 01:22:26,191 --> 01:22:28,193 You didn't even try it. Like, how do you know? 1869 01:22:28,193 --> 01:22:28,443 And like, 1870 01:22:28,443 --> 01:22:32,822 because you're not in a quality based game like, chocolate can only taste so good 1871 01:22:32,822 --> 01:22:35,659 unless you're, like, getting talking from Switzerland or something, right? 1872 01:22:35,659 --> 01:22:38,954 And so when it comes to, like the quality of your candies, 1873 01:22:38,954 --> 01:22:39,788 the reason why like, you know, 1874 01:22:39,788 --> 01:22:42,207 I think Elon Musk tried to get into that industry, 1875 01:22:42,207 --> 01:22:45,168 but when he tasted all the flavors, he was like, oh, it tastes the same. 1876 01:22:45,168 --> 01:22:46,086 It can only be so good. 1877 01:22:46,086 --> 01:22:48,838 And he just left, right, because you can't really improve that anymore. 1878 01:22:48,838 --> 01:22:50,090 And so when it comes to like 1879 01:22:50,090 --> 01:22:53,426 the quality of the content, I do agree with the philosophy 1880 01:22:53,426 --> 01:22:55,470 that Jimmy says there's no such thing as video. 1881 01:22:55,470 --> 01:22:57,263 That being said, we decide on a video. 1882 01:22:57,263 --> 01:22:59,432 It can only be so good now, right? 1883 01:22:59,432 --> 01:23:01,017 So when we talked about our knitting video, right, 1884 01:23:01,017 --> 01:23:04,270 with the knight and the armor like that can only be so good 1885 01:23:04,312 --> 01:23:07,315 before we have like, you know, done the assignment properly. 1886 01:23:07,315 --> 01:23:10,485 And after that it's just like now it's just polished and it's like, 1887 01:23:10,527 --> 01:23:13,530 how entertaining can this video be before it's just nothing but, you know, 1888 01:23:13,530 --> 01:23:16,866 dopamine maximum at this point where it's a bunch of loud noises in color. 1889 01:23:16,866 --> 01:23:19,744 And I really try to avoid all that when it comes to content. 1890 01:23:19,744 --> 01:23:21,538 It's just like, how do you make a good story? 1891 01:23:21,538 --> 01:23:22,914 How do you make sure the script is good? 1892 01:23:22,914 --> 01:23:24,082 How do you make sure it's a paste? 1893 01:23:24,082 --> 01:23:26,668 Well, and then it's just, you know, editing after that. 1894 01:23:26,668 --> 01:23:30,463 So anyways, all that's to say is like this the quality here matters, 1895 01:23:30,463 --> 01:23:31,840 but can only be so good 1896 01:23:31,840 --> 01:23:35,301 before we start to realize like, oh, the problem is actually our idea. 1897 01:23:35,343 --> 01:23:36,845 Like this idea is just not very good. 1898 01:23:36,845 --> 01:23:38,930 Like maybe we try that video, we think it's a banner. 1899 01:23:38,930 --> 01:23:41,349 You'd be like, yes, it's a banner. It's a thousand views. 1900 01:23:41,349 --> 01:23:44,519 They're like, maybe the idea wasn't to be Firefox, right? 1901 01:23:44,561 --> 01:23:47,605 Because if you have a good idea, like even with like, you know, decent 1902 01:23:47,605 --> 01:23:50,942 content, good idea, good packaging, you're going to get 100,000 views. 1903 01:23:50,942 --> 01:23:52,944 But now we want to get to a million. 1904 01:23:52,944 --> 01:23:55,905 It can't just be like a good idea has to be like a great idea. 1905 01:23:55,905 --> 01:23:59,242 And the only way we're going to know for sure is we ask the question, like, 1906 01:23:59,284 --> 01:24:03,246 and that consumable idea is like, Im, 1907 01:24:03,246 --> 01:24:08,043 I truly advertising the best idea possible and the best way possible. 1908 01:24:08,043 --> 01:24:11,546 And that's really like, you know, probably you overshoot it. 1909 01:24:11,546 --> 01:24:13,590 If you do that properly, you probably won't get a million views. 1910 01:24:13,590 --> 01:24:16,176 If you do that right, probably like, do you do that right. 1911 01:24:16,176 --> 01:24:18,887 And when you're reading that retention graph, what are you looking for. 1912 01:24:18,887 --> 01:24:21,765 In that retention graph that they were looking for is like worst fall off. 1913 01:24:21,765 --> 01:24:22,724 That's the first thing. 1914 01:24:22,724 --> 01:24:25,560 And when I'm looking at the fall off is like 1915 01:24:25,560 --> 01:24:28,021 you'll see there's the line and people will say this all the time 1916 01:24:28,021 --> 01:24:29,814 if you want this to be as flat as possible. 1917 01:24:29,814 --> 01:24:32,150 So you have drop at the beginning, because that is how it is. 1918 01:24:32,150 --> 01:24:35,320 And let's say you get your job to apex now at 80%, 1919 01:24:35,320 --> 01:24:39,282 and now you want this to be as close to a percent by the time this is over. 1920 01:24:39,282 --> 01:24:40,241 But statistically speaking, 1921 01:24:40,241 --> 01:24:44,329 you're probably to get to like 3,040% by the time you have to your end. 1922 01:24:44,370 --> 01:24:47,499 But if you're like, really freaking good, it's like by the time to the end 1923 01:24:47,540 --> 01:24:48,708 it's like above 40. 1924 01:24:48,708 --> 01:24:50,502 But you also like that very last stretch. 1925 01:24:50,502 --> 01:24:52,879 It's just like as flat as freaking possible. 1926 01:24:52,879 --> 01:24:54,964 And I've done this before with some creators like Hudson. 1927 01:24:54,964 --> 01:24:59,844 Matter like famously, has some of the best flat graphs I've ever seen. 1928 01:24:59,844 --> 01:25:03,306 By the end of his videos, it's because we got really smart by the end 1929 01:25:03,306 --> 01:25:05,225 where we would have these videos, where we do 1930 01:25:05,225 --> 01:25:09,020 these as a gift, giving away videos to other big kids creators. 1931 01:25:09,062 --> 01:25:10,855 So we did one with the royalty family. 1932 01:25:10,855 --> 01:25:12,357 We do have one for the Sister Salish. 1933 01:25:12,357 --> 01:25:15,485 And what would we get here is like you have like, 1934 01:25:15,527 --> 01:25:18,988 you know, she's going to get five gifts, wrap chest and wrap all them by the end. 1935 01:25:18,988 --> 01:25:21,866 She can only pick one to keep with, like we said in the video. 1936 01:25:21,866 --> 01:25:22,992 So by the time we get there, 1937 01:25:22,992 --> 01:25:24,828 we all know the joke like, oh, she never open each one. 1938 01:25:24,828 --> 01:25:27,705 So it was like a value see or open each get series. 1939 01:25:27,705 --> 01:25:30,291 But now it's like, all right, you can only pick one. Which one is it? 1940 01:25:30,291 --> 01:25:33,336 And so now it's like the whole video has been built up to this one moment, 1941 01:25:33,336 --> 01:25:36,214 this one decision, when you have that tension of like, 1942 01:25:36,214 --> 01:25:38,466 oh no, what's the outcome? What is she going to get right? 1943 01:25:38,466 --> 01:25:40,176 It's as flat as freaking. 1944 01:25:40,176 --> 01:25:41,427 He doesn't get flatter than that. 1945 01:25:41,427 --> 01:25:44,556 And so what we're doing, instead of fast paced cutting, we're doing the opposite. 1946 01:25:44,597 --> 01:25:46,307 We're like drawing it out, right? 1947 01:25:46,307 --> 01:25:50,353 We're making it as tense as possible and adding that music, adding 1948 01:25:50,353 --> 01:25:53,398 some like heartbeat sounds and stuff to just like really get the tension going. 1949 01:25:53,398 --> 01:25:55,483 And that's how it gets really, really flat. 1950 01:25:55,483 --> 01:25:58,653 It's just like that anticipation of how this is going to resolve, 1951 01:25:58,653 --> 01:26:01,156 especially with more stress. And talk about people on the video. 1952 01:26:01,156 --> 01:26:02,490 Let's talk about. 1953 01:26:02,490 --> 01:26:04,409 Cadence and consistency, right? 1954 01:26:04,409 --> 01:26:07,745 I've heard I've heard from some people how consistency is so important. 1955 01:26:07,745 --> 01:26:11,791 You have to upload every Sunday and Tuesday and you have to stay consistent. 1956 01:26:11,833 --> 01:26:15,670 How important is having a cadence, staying consistent? 1957 01:26:15,712 --> 01:26:18,673 Is that helpful with YouTube's algorithm. 1958 01:26:18,673 --> 01:26:20,717 this is going to come down to what we want to get out of it. 1959 01:26:20,717 --> 01:26:23,469 And also let's bring it back to the level. 1960 01:26:23,469 --> 01:26:27,390 Let's say you're at 100 K and you're like, I want to get a million views load you 1961 01:26:27,515 --> 01:26:28,850 cadence is so damn important. 1962 01:26:28,850 --> 01:26:31,853 Like, oh yeah, you've got to be posting once a week for sure. 1963 01:26:32,020 --> 01:26:36,024 And I like to tell everyone that you want once a week or biweekly, 1964 01:26:36,065 --> 01:26:39,319 depending upon how heavy production are your videos. 1965 01:26:39,319 --> 01:26:40,403 So if you're like, you know, 1966 01:26:40,403 --> 01:26:44,199 I work with one creator where he's much higher than 100 cases, his average is like 1967 01:26:44,240 --> 01:26:47,994 8 to 12 million per upload, but he uploads once a quarter, right? 1968 01:26:48,036 --> 01:26:49,829 And most people are like, yeah, they do that. 1969 01:26:49,829 --> 01:26:51,748 Most of it are like, what? Like you can't do that. 1970 01:26:51,748 --> 01:26:52,999 You can't prove one supporter. 1971 01:26:52,999 --> 01:26:54,626 But I'm like, well, we do when we get what we want. 1972 01:26:54,626 --> 01:26:58,379 Like he gets 12 million videos views per upload and gets a lot of money from it. 1973 01:26:58,379 --> 01:26:58,880 And he's fine. 1974 01:26:58,880 --> 01:27:00,465 Like he's like, life's great, right? 1975 01:27:00,465 --> 01:27:04,010 And so once you're getting what you want, you can do whatever you want for that. 1976 01:27:04,010 --> 01:27:07,347 But if you're like, I need to get a million per upload, I get 100, 100 K prep. 1977 01:27:07,388 --> 01:27:10,183 But yeah, every freaking week do. 1978 01:27:10,183 --> 01:27:14,103 We cannot miss a week right now because we need data, we need reps, 1979 01:27:14,103 --> 01:27:17,273 and we need to learn what is our audience by to do it right. 1980 01:27:17,357 --> 01:27:22,153 So every upload is like a test and everyone has the goal of getting views. 1981 01:27:22,153 --> 01:27:24,781 And I like getting views, but not for the same reason as everyone else. 1982 01:27:24,781 --> 01:27:26,658 I like data and that's what views are. 1983 01:27:26,658 --> 01:27:28,534 Views are data to show me. 1984 01:27:28,534 --> 01:27:31,162 Okay, this thumbnail specifically crushes. 1985 01:27:31,162 --> 01:27:35,083 We should do this way more or oh, this intro is absolutely dominated. 1986 01:27:35,083 --> 01:27:37,543 Let's make sure we follow us into a 20 next time. Right? 1987 01:27:37,543 --> 01:27:40,964 Or this idea Holy crap, we can make a whole bucket of content out of this. 1988 01:27:40,964 --> 01:27:43,633 So now every week or every other week we have a new video 1989 01:27:43,633 --> 01:27:45,468 based on this type formatting. Right. 1990 01:27:45,468 --> 01:27:49,889 And so weekly uploads or biweekly I'd say biweekly would be like a minimum 1991 01:27:49,889 --> 01:27:50,932 at this rate. 1992 01:27:50,932 --> 01:27:53,977 Because at that moment we're just now using opportunity 1993 01:27:53,977 --> 01:27:57,105 to get data, these opportunity to growth and lose an opportunity, get reps. 1994 01:27:57,146 --> 01:28:00,191 And so yeah, if you were at 100 K you absolutely have to. 1995 01:28:00,233 --> 01:28:04,529 But if you're like, you know, you're getting an average of 1 to 5 1996 01:28:04,570 --> 01:28:08,908 mil per upload and you're like, I'm happy, I'm good, I'm profitable. 1997 01:28:08,992 --> 01:28:11,577 Yeah. Do like some people do that. They would once a month. 1998 01:28:11,577 --> 01:28:12,578 Some people do it every week 1999 01:28:12,578 --> 01:28:14,747 and just like capitalize on it, it just comes down to like, 2000 01:28:14,747 --> 01:28:16,165 what's the thing you want to get out of the channel? 2001 01:28:16,165 --> 01:28:19,961 And what do you think about quality versus the consistency? 2002 01:28:20,003 --> 01:28:20,962 Right. Let's say someone's up. 2003 01:28:20,962 --> 01:28:23,589 Let's someone's at this level. They're uploading once a week. 2004 01:28:24,757 --> 01:28:26,509 Should they shoot for 2005 01:28:26,509 --> 01:28:30,054 quality on those once a week or maybe go twice a week? 2006 01:28:30,096 --> 01:28:34,517 Even if maybe you're giving away a little quality, or the second one each week 2007 01:28:34,559 --> 01:28:37,562 isn't as high quality as the first one, because you don't have the time 2008 01:28:37,562 --> 01:28:41,357 and, you know, to get it to to put into it, you know, 2009 01:28:41,399 --> 01:28:44,819 should they double down on quantity or should they double down on quality? 2010 01:28:44,861 --> 01:28:45,069 Yeah. 2011 01:28:45,069 --> 01:28:46,279 So that's a really good question. 2012 01:28:46,279 --> 01:28:48,990 Everyone asks me that, 2013 01:28:48,990 --> 01:28:52,452 I am very big on you don't want to like, 2014 01:28:52,452 --> 01:28:55,705 very rarely do I suggest someone to upload more than once a week. 2015 01:28:55,705 --> 01:28:56,497 It has to. 2016 01:28:56,497 --> 01:28:57,332 It really depends on 2017 01:28:57,332 --> 01:29:01,753 what's your niche that you're in and what does the lift look like to do that. 2018 01:29:01,794 --> 01:29:02,295 Right. 2019 01:29:02,295 --> 01:29:07,133 So if you're making like, you know, like a rack level 2020 01:29:07,258 --> 01:29:11,304 quality productions, no way in hell are you doing that twice a week? 2021 01:29:11,346 --> 01:29:13,389 Like it makes no sense, right? 2022 01:29:13,389 --> 01:29:16,017 Even if you batch shot, even if you like, optimize 2023 01:29:16,017 --> 01:29:19,645 for the most amount of productivity possible and getting a video done, 2024 01:29:20,021 --> 01:29:21,689 the end result won't be worth it, right? 2025 01:29:21,689 --> 01:29:24,317 You know, I think that's just really like what it comes down to. 2026 01:29:24,317 --> 01:29:26,235 You just get diminishing returns at that level. 2027 01:29:26,235 --> 01:29:30,490 But if you are like a gaming channel and you look just pretty low 2028 01:29:30,490 --> 01:29:33,034 and you're like, well, shoot, I just found one video, might as well from another. 2029 01:29:33,034 --> 01:29:34,994 My editor can edit both in a single day. 2030 01:29:34,994 --> 01:29:38,164 I was like, okay, well, maybe 2nd May not hurt, but 2031 01:29:38,206 --> 01:29:41,209 statistically speaking it's probably going to hurt the channel. 2032 01:29:41,334 --> 01:29:43,211 That's just what I've seen in the past. 2033 01:29:43,211 --> 01:29:43,753 So it's like, 2034 01:29:43,753 --> 01:29:47,507 you know, you can upload five, five times a week, you can upload every single day. 2035 01:29:47,590 --> 01:29:51,677 You're probably statistically, unless you're like a high level reaction 2036 01:29:51,677 --> 01:29:55,056 channel or like streaming challenge or clipping, you know, your streams. 2037 01:29:55,056 --> 01:30:00,103 You're probably not getting 100,000 or million views per up at that point. 2038 01:30:00,103 --> 01:30:05,274 The only way I can say from the way that I've done it, you can get a million views 2039 01:30:05,274 --> 01:30:10,071 per upload is if you are, you are uploading once, twice or, 2040 01:30:10,613 --> 01:30:14,867 yeah, once a week or twice a month or one time. 2041 01:30:14,867 --> 01:30:17,703 A month is like, that's the only way it's going to happen for you. 2042 01:30:17,703 --> 01:30:20,706 And that's usually just because the videos 2043 01:30:20,706 --> 01:30:24,460 that you're making that get a million views are way harder to make. 2044 01:30:24,502 --> 01:30:25,920 They take one more time with your money. 2045 01:30:25,920 --> 01:30:29,882 In fact, I was working with the Royal family and I suggested to them, like, 2046 01:30:29,924 --> 01:30:30,258 you know, hey, 2047 01:30:30,258 --> 01:30:33,636 if you want to get more views per month, we should upload less, not more. 2048 01:30:33,678 --> 01:30:36,013 And that's what I really tried to tell everybody. 2049 01:30:36,013 --> 01:30:38,558 When you have a pretty high level is like, you don't want to upload more, 2050 01:30:38,558 --> 01:30:39,392 you want to upload less, 2051 01:30:39,392 --> 01:30:43,229 and they've done that and I'm not trying to take the credit or anything. 2052 01:30:43,229 --> 01:30:46,274 But when I started working with them, we were getting 100 million 2053 01:30:46,274 --> 01:30:47,733 views per month. 2054 01:30:47,733 --> 01:30:49,360 100 million views per month. 2055 01:30:49,360 --> 01:30:50,862 Which was a fall off. 2056 01:30:50,862 --> 01:30:52,989 That was them not not performing at peak. 2057 01:30:52,989 --> 01:30:54,198 What was their peak? 2058 01:30:54,198 --> 01:30:57,910 It was like 150, I think in the summer the year before, 2059 01:30:57,952 --> 01:31:00,288 if I remember 160 somewhere in there. Okay. 2060 01:31:00,288 --> 01:31:02,707 And when I left it was at 200 million. 2061 01:31:02,707 --> 01:31:06,252 was a big part of that change uploading less. Yes. 2062 01:31:06,377 --> 01:31:06,878 Yeah. 2063 01:31:06,878 --> 01:31:08,296 150 million views per month. 2064 01:31:08,296 --> 01:31:10,381 They went down to 100 million views per month. 2065 01:31:10,381 --> 01:31:12,008 And then they started working with you. 2066 01:31:12,008 --> 01:31:15,011 And then you told them to upload less, they uploaded less, 2067 01:31:15,011 --> 01:31:17,597 and then they went back up to 200 million views per month. 2068 01:31:17,597 --> 01:31:19,140 That seems so counterintuitive. 2069 01:31:19,140 --> 01:31:19,348 yeah. 2070 01:31:19,348 --> 01:31:20,266 And I think, like, 2071 01:31:20,266 --> 01:31:23,895 you know, like all these, like, really great, like a really hard worker. 2072 01:31:23,895 --> 01:31:26,314 He's the guy that runs and owns the channel. 2073 01:31:26,314 --> 01:31:30,276 And he was he was like, he has like, you know like LeBron type energy. 2074 01:31:30,276 --> 01:31:31,819 And he's like, I want to kill him. 2075 01:31:31,819 --> 01:31:34,572 He's the best I want like you know like no excuses everything. 2076 01:31:34,572 --> 01:31:35,948 And I love that energy so much. 2077 01:31:35,948 --> 01:31:38,659 And I was I was just like, you know I think we can get there more. 2078 01:31:38,659 --> 01:31:39,952 But I just really think so. 2079 01:31:39,952 --> 01:31:42,038 And I think like, you know. 2080 01:31:42,038 --> 01:31:44,832 Was that the only change or were there other things too. 2081 01:31:44,832 --> 01:31:45,166 Okay. 2082 01:31:45,166 --> 01:31:47,793 But that but do you think that was the big driver. 2083 01:31:47,793 --> 01:31:49,337 Like because there was a lot he's really good at, 2084 01:31:49,337 --> 01:31:51,339 you know, he's been doing this for a long time. Right. 2085 01:31:51,339 --> 01:31:55,510 So he is really good at making like a ton of great story. 2086 01:31:55,510 --> 01:31:56,844 It's really good to come up with a good idea. 2087 01:31:56,844 --> 01:31:59,764 Like he knows how to play the game really well. Right. 2088 01:31:59,764 --> 01:32:02,099 There was just certain things that were just like stuff that like, 2089 01:32:02,099 --> 01:32:05,228 you just missed when you're just like, you know, in the weeds for a long time. 2090 01:32:05,228 --> 01:32:07,355 And that's something I think is super valuable on a strategist. 2091 01:32:07,355 --> 01:32:10,066 Like they're not really in the weeds like you are so not really like, 2092 01:32:10,066 --> 01:32:13,194 you know, head buried with all this work and all the stress and like, 2093 01:32:13,194 --> 01:32:14,320 I don't know what I'm doing any more. 2094 01:32:14,320 --> 01:32:17,156 Like, you just start questioning everything at that point, I imagine. 2095 01:32:17,156 --> 01:32:17,949 And then I just 2096 01:32:17,949 --> 01:32:20,076 able to come in and be like, hey, like, you should make your interest like this. 2097 01:32:20,076 --> 01:32:21,285 Like, hey, we took it from this. Like this. 2098 01:32:21,285 --> 01:32:22,703 We should do these type of ideas. 2099 01:32:22,703 --> 01:32:25,164 And then it was just like, you know, it's funny 2100 01:32:25,164 --> 01:32:27,208 because it's like the same thing, like people point out to me as well. 2101 01:32:27,208 --> 01:32:30,670 Like I mentioned, like, Mario points out stuff that I do on and it becomes 2102 01:32:30,670 --> 01:32:33,756 blatantly obvious where I'm just like, oh, like, yeah, of course. 2103 01:32:33,798 --> 01:32:36,175 Like, of course, like, why do they see it that way? Right. 2104 01:32:36,175 --> 01:32:38,636 And I get those same moments with people like that. 2105 01:32:38,636 --> 01:32:39,220 I work with that. 2106 01:32:39,220 --> 01:32:40,555 It's not because like anything 2107 01:32:40,555 --> 01:32:42,431 that they've done wrong, it's just the nature of 2108 01:32:42,431 --> 01:32:44,725 doing something for so long and being so in it. 2109 01:32:44,725 --> 01:32:46,978 It's easy to like, not see stuff that's like right in front of you. 2110 01:32:46,978 --> 01:32:48,354 Who are the strategists that you look up to? 2111 01:32:48,354 --> 01:32:49,689 Because you mentioned Mario just now. 2112 01:32:49,689 --> 01:32:52,692 I think you mentioned Patty, Patty Galloway earlier, who were like 2113 01:32:52,692 --> 01:32:55,611 the top strategist that you look up to and you draw from. 2114 01:32:55,611 --> 01:32:56,612 You got Leroy. 2115 01:32:56,612 --> 01:33:00,908 He's just absolutely he crushes at like starting people from like zero. 2116 01:33:00,908 --> 01:33:05,788 He takes people that most people want but one because they tell like his clients. 2117 01:33:05,788 --> 01:33:07,665 You can't get news on this type of topic. 2118 01:33:07,665 --> 01:33:10,626 Like there's one creator blanket in the name, 2119 01:33:10,626 --> 01:33:14,964 but they make dog rescue content 2120 01:33:14,964 --> 01:33:18,759 and literally strategist told them you can't get in their reviews doing this. 2121 01:33:18,801 --> 01:33:20,094 They said that I think for them. 2122 01:33:20,094 --> 01:33:21,846 And then Leroy came on and like, 2123 01:33:21,846 --> 01:33:24,515 they got to be like, I think 8 million views, right? 2124 01:33:24,515 --> 01:33:26,309 He's just absolutely good. 2125 01:33:26,309 --> 01:33:28,185 He lives in my city and he talks sometimes. 2126 01:33:28,185 --> 01:33:30,021 He's just like, absolutely awesome. 2127 01:33:30,021 --> 01:33:32,481 The vaccine is another one. He's super smart, super good. 2128 01:33:32,481 --> 01:33:35,901 What he does like actual questions with the clients that he has. 2129 01:33:36,527 --> 01:33:39,196 Yeah, I think like there's honestly a bunch of my buddy 2130 01:33:39,196 --> 01:33:42,199 Dillon, he's like a strategist that works with 2131 01:33:42,533 --> 01:33:45,536 the other state clients and he's like the best. 2132 01:33:45,536 --> 01:33:48,247 There's literally there's no way there's anyone better than him at this. 2133 01:33:48,247 --> 01:33:51,792 So it's it's just cool to kind of like, you know, like talk to all of them 2134 01:33:51,792 --> 01:33:53,919 and learn from them and figure out, like, you know, where did they screw up? 2135 01:33:53,919 --> 01:33:55,254 And I throw them my stuff. 2136 01:33:55,254 --> 01:33:57,840 They tell where I screw up, and it's just kind of cool to see, like, 2137 01:33:57,840 --> 01:34:00,843 you know, us, like sharing the knowledge and just kind of get better, like, 2138 01:34:01,010 --> 01:34:02,345 like talking just where. 2139 01:34:02,345 --> 01:34:05,681 It's the underground WhatsApp community of the all the top strategists. 2140 01:34:05,848 --> 01:34:07,725 It's called the Wi-Fi Money Mafia. 2141 01:34:07,725 --> 01:34:09,393 Vaccines started it. Let's go. 2142 01:34:10,353 --> 01:34:11,812 Wow. Let's talk about testing. 2143 01:34:11,812 --> 01:34:14,523 So at this level, I'm guessing testing is a big part of it, right? 2144 01:34:14,523 --> 01:34:17,193 You're at 100 K or hundreds of thousands of views. 2145 01:34:17,193 --> 01:34:18,277 You're trying to get to a million. 2146 01:34:18,277 --> 01:34:20,738 You're trying to go even further. 2147 01:34:20,738 --> 01:34:23,532 How how important is testing at this stage. 2148 01:34:23,532 --> 01:34:23,949 Yeah. 2149 01:34:23,949 --> 01:34:25,409 Like so I like I said 2150 01:34:25,409 --> 01:34:27,870 like from the very beginning, you got to be testing heavily, I think. 2151 01:34:27,870 --> 01:34:29,330 And people misunderstand that. 2152 01:34:29,330 --> 01:34:30,915 I think like you can download 2153 01:34:30,915 --> 01:34:35,002 the tools like you stats, you don't have the tools like one of ten or like vid IQ. 2154 01:34:35,086 --> 01:34:38,547 You can see like how people test their thumbnails like live, right? 2155 01:34:38,547 --> 01:34:40,341 I actually like these tools because they show you some stuff 2156 01:34:40,341 --> 01:34:40,925 that like, even 2157 01:34:40,925 --> 01:34:43,219 like White Studio doesn't even show you, 2158 01:34:43,219 --> 01:34:45,262 which I think is why they're super necessary. 2159 01:34:45,262 --> 01:34:50,476 But you'll see, sometimes people will just like Max, test 2160 01:34:50,518 --> 01:34:54,063 like a hundred thumbnails in like a couple hours of when they launch. 2161 01:34:54,230 --> 01:34:57,483 And I think like that could be a really big mistake, depending on who you are. 2162 01:34:57,525 --> 01:35:00,653 So like, let's say we're at 100 K, that's a really big mistake. 2163 01:35:00,695 --> 01:35:03,155 Like you do not. How do you test the 100 thumbnails? 2164 01:35:03,155 --> 01:35:05,074 Doesn't YouTube have like a, b, c test? 2165 01:35:05,074 --> 01:35:07,201 Can you test more than three thumbnails? No you can't. 2166 01:35:07,201 --> 01:35:09,620 You will do is they'll just cut them off early okay. 2167 01:35:09,620 --> 01:35:13,082 They're just quickly throwing it out there getting some views. 2168 01:35:13,374 --> 01:35:15,418 And then is there an automated software that does that 2169 01:35:15,418 --> 01:35:18,587 or they're manually having to go back in and continue to upload new thumbnails. 2170 01:35:18,587 --> 01:35:18,754 Yeah. 2171 01:35:18,754 --> 01:35:20,423 There's some like native stuff that people use 2172 01:35:20,423 --> 01:35:23,342 like people can probably like with AI like make their own version of it. 2173 01:35:23,342 --> 01:35:23,884 Right. 2174 01:35:23,884 --> 01:35:27,596 But ultimately I kind of advise people not to do this that often. 2175 01:35:27,596 --> 01:35:31,976 I my biggest advice, like I see a lot like you can look at probably 2176 01:35:31,976 --> 01:35:36,689 for like this podcast where you'll see like the like retention or not, 2177 01:35:37,022 --> 01:35:40,776 you can look at your own podcasts and see like how did the user coming in? 2178 01:35:40,818 --> 01:35:43,320 And it was like the first five days of like doing it like nothing. 2179 01:35:43,320 --> 01:35:44,029 Nothing's happening. 2180 01:35:44,029 --> 01:35:46,323 And a big mistake was be like, oh shoot, it's not working. 2181 01:35:46,323 --> 01:35:48,033 Maybe we should change the thumbnail, maybe we should do it. 2182 01:35:48,033 --> 01:35:51,036 But I'm like, you might just kill the biggest gross 2183 01:35:51,120 --> 01:35:55,166 grub out to have because you didn't realize you you actually did it, right? 2184 01:35:55,166 --> 01:35:58,586 It just needed to take a few days before it really popped off. 2185 01:35:58,586 --> 01:35:59,336 Right? 2186 01:35:59,336 --> 01:36:02,506 And so when you're at 100 K, that's probably a big mistake to see people 2187 01:36:02,506 --> 01:36:05,092 because they have a winning thumbnail, but they kill it early 2188 01:36:05,092 --> 01:36:07,928 because they didn't see that he's the one in the first, like 24 to 48 hours. 2189 01:36:07,928 --> 01:36:10,681 I'm like, dude, you're at 100 K per average. Like, calm down. 2190 01:36:10,681 --> 01:36:14,435 Like you, you really want just to like make a bet on a thumbnail, 2191 01:36:14,435 --> 01:36:17,021 you know, who's going to crush and just wait. Just see what happens. 2192 01:36:17,021 --> 01:36:20,566 And if the only way like I would actually change something 2193 01:36:20,566 --> 01:36:23,569 early is because we just made a mistake, like you just did it. 2194 01:36:23,694 --> 01:36:26,864 Like at a buddy who he he uploaded a video 2195 01:36:26,864 --> 01:36:30,743 where it was, like, how to be an autodidact. 2196 01:36:30,826 --> 01:36:34,246 The problem is nobody knows what an autodidact is, right? 2197 01:36:34,288 --> 01:36:38,167 And so that video was from immediate eight out of ten, and I 2198 01:36:38,167 --> 01:36:40,878 was literally going to suggest like, hey, maybe just change this word 2199 01:36:40,878 --> 01:36:41,587 and you already did it. 2200 01:36:41,587 --> 01:36:45,966 Like he changed it to like how to work like a genius does. 2201 01:36:46,050 --> 01:36:48,135 And I'm like, okay, like that is way more broad. 2202 01:36:48,135 --> 01:36:49,887 More people understand that versus 2203 01:36:49,887 --> 01:36:52,056 the video went from an eight to a six just instantly. 2204 01:36:52,056 --> 01:36:53,933 And that would be the only time I had changed. 2205 01:36:53,933 --> 01:36:55,184 It was like, oh wait, we actually screwed up. 2206 01:36:55,184 --> 01:36:56,060 We did something wrong. 2207 01:36:56,060 --> 01:36:58,187 But outside of that, I'm like, if you're confident, 2208 01:36:58,187 --> 01:37:01,190 you can go to put all the time after it and research like you don't, 2209 01:37:01,190 --> 01:37:02,149 you shouldn't change it now. 2210 01:37:02,149 --> 01:37:04,318 Just let it go and then learn from it. 2211 01:37:04,318 --> 01:37:05,152 Like, okay. 2212 01:37:05,152 --> 01:37:07,780 Either this was a bomb and we're not going to do it again. 2213 01:37:07,780 --> 01:37:09,824 Or as a mega man, we're going to learn to do it again, you know? 2214 01:37:09,824 --> 01:37:11,075 So you just get to learn from it. 2215 01:37:11,075 --> 01:37:13,661 All right, Jake, we're at. Level for. 2216 01:37:13,661 --> 01:37:15,871 A million views. 2217 01:37:15,871 --> 01:37:20,543 I feel like this is many people's kind of goal to hit a million views, right? 2218 01:37:21,252 --> 01:37:24,213 So let's say a creator is there. 2219 01:37:24,213 --> 01:37:26,257 They're at a million views, but they're kind of stuck in that range. 2220 01:37:26,257 --> 01:37:28,884 They're stuck in that single digit 1 million, 2 million. 2221 01:37:28,884 --> 01:37:29,718 They're stuck in that range. 2222 01:37:29,718 --> 01:37:32,638 Which look, maybe it's a good problem to have okay. 2223 01:37:32,638 --> 01:37:34,807 But they want to grow from there, right. 2224 01:37:34,807 --> 01:37:37,893 What are the next steps they need to take to grow from there. 2225 01:37:38,018 --> 01:37:41,355 So now we're at like now we're at real high level. 2226 01:37:41,605 --> 01:37:45,150 Now it's like, okay, you probably have enough money to pay your team. 2227 01:37:45,150 --> 01:37:48,362 You have a legitimate business now, you probably have sponsors. 2228 01:37:48,362 --> 01:37:50,781 You have your great affiliate marketing. 2229 01:37:50,781 --> 01:37:54,201 You're probably like, if you're, you know, making a million views in your niche, 2230 01:37:54,243 --> 01:37:56,203 like, dude, you're doing pretty good right now. 2231 01:37:56,203 --> 01:37:59,707 So if you're like, I know, but I'm not happy here. 2232 01:37:59,707 --> 01:38:02,084 I don't just want a million viewers per outlook. 2233 01:38:02,084 --> 01:38:03,961 I want to get ten, right? 2234 01:38:03,961 --> 01:38:07,172 Like, okay, so now, now we're after. 2235 01:38:07,840 --> 01:38:10,217 Now we're have to be like, okay, now what needs to 2236 01:38:10,217 --> 01:38:13,888 happen is like, we should be changing a lot of stuff here. 2237 01:38:14,054 --> 01:38:17,182 The big one is going to be like, we're going to come back to ideation again. 2238 01:38:17,224 --> 01:38:19,351 They're like, okay, I know we think this is good 2239 01:38:19,351 --> 01:38:22,271 because we're getting the news from it, but it's not 10 million views. 2240 01:38:22,271 --> 01:38:22,688 Good. 2241 01:38:22,688 --> 01:38:25,649 So our ideation compared to that sucks, right. 2242 01:38:25,649 --> 01:38:29,486 And so we ask ourselves why does it suck even though it's that a million views 2243 01:38:29,486 --> 01:38:31,155 that no one cares? What are you talking about? That's crazy. 2244 01:38:31,155 --> 01:38:32,072 But we want Tim. 2245 01:38:32,072 --> 01:38:34,700 So for us, it sucks. So go. Okay. 2246 01:38:34,700 --> 01:38:37,244 What's wrong with our ideation? Why is it not broad enough? 2247 01:38:37,244 --> 01:38:41,498 Let's say we come up with a let's just say like, I don't know, we're like, 2248 01:38:41,540 --> 01:38:43,208 let's just make something up. We're in like a niche. 2249 01:38:43,208 --> 01:38:45,711 We're staplers is our nature for some reason, right? 2250 01:38:45,711 --> 01:38:50,549 Like, okay, so how many people on earth no one securities like we can figure out 2251 01:38:50,549 --> 01:38:51,258 pretty quickly. 2252 01:38:51,258 --> 01:38:53,427 Okay. If you have a first world country, you probably are aware of this. 2253 01:38:53,427 --> 01:38:55,471 Like you're in America, in the UK, etc. 2254 01:38:55,471 --> 01:38:56,972 you're you probably know this is. 2255 01:38:56,972 --> 01:38:59,308 But like we're pretty confident people outside of that. 2256 01:38:59,308 --> 01:39:01,602 Like maybe they're not as familiar with this. Right. 2257 01:39:01,602 --> 01:39:04,730 And so we go, okay, what can we do to get 2258 01:39:04,730 --> 01:39:08,484 the people who have no clue what a stapler is to click on our video? 2259 01:39:08,484 --> 01:39:09,818 How can we do that? Right. 2260 01:39:09,818 --> 01:39:13,656 And the easiest way to do this would be like niche integration. 2261 01:39:13,656 --> 01:39:16,116 So like okay so we have a stapler. 2262 01:39:16,116 --> 01:39:19,662 Let's say like I wonder how much a staple really costs. 2263 01:39:19,703 --> 01:39:19,954 Right. 2264 01:39:19,954 --> 01:39:21,872 That's so we started like messing around like maybe 2265 01:39:21,872 --> 01:39:24,959 like we mixed stapling with money because I guarantee you, 2266 01:39:25,000 --> 01:39:27,503 more people on earth are familiar with the concept of money 2267 01:39:27,503 --> 01:39:29,546 than they are familiar with the concept of stapler. 2268 01:39:29,546 --> 01:39:30,589 And so we start asking like, 2269 01:39:30,589 --> 01:39:34,468 how do we, like, integrate money type content into staplers? 2270 01:39:34,468 --> 01:39:37,471 So like there's channels that do this right now are like 2271 01:39:37,513 --> 01:39:41,308 you'll see like a thumbnail where it's like, you know, talking about 2272 01:39:41,308 --> 01:39:45,771 how we're all living on this, like buy now, pay later type mentality. 2273 01:39:45,771 --> 01:39:50,192 And it'll use the example of a potluck burrito about like a costume, like, 2274 01:39:50,234 --> 01:39:53,654 you know, you know, installment payments of like $2. 2275 01:39:53,696 --> 01:39:56,991 And you can tell where it's like, okay, that's like making more of a meta 2276 01:39:56,991 --> 01:40:00,077 commentary on how to sustain the economy is right now. 2277 01:40:00,077 --> 01:40:02,538 And that's not just going to get people who care about burritos. 2278 01:40:02,538 --> 01:40:05,332 That's not just getting people who care about financial content. 2279 01:40:05,332 --> 01:40:07,751 It's going to get everyone who is feeling 2280 01:40:07,751 --> 01:40:11,714 the pressure of the economic state of where things are right. 2281 01:40:11,797 --> 01:40:16,218 That is going to be way more abuse than just this burrito cost as much. 2282 01:40:16,260 --> 01:40:18,554 Or how come everything's by now pay them. 2283 01:40:18,554 --> 01:40:21,765 What we just did is we just did a integration 2284 01:40:22,182 --> 01:40:25,853 niche integration of two different aisles or one's food 2285 01:40:25,853 --> 01:40:27,855 and one's money and put them together in a thumbnail. 2286 01:40:27,855 --> 01:40:30,149 So already we're going to get more than we got before, 2287 01:40:30,149 --> 01:40:32,276 because now we're getting new audiences and we never get. 2288 01:40:32,276 --> 01:40:35,279 And if we do that right, it's not going to get a million 2289 01:40:35,320 --> 01:40:38,365 or, you know, it could that could get us like 8 million just from there. 2290 01:40:38,407 --> 01:40:41,201 And so we're like, but we're not quite a ten like, shoot. 2291 01:40:41,201 --> 01:40:41,702 Okay. 2292 01:40:41,702 --> 01:40:45,622 So what does it take now to go from 8 to 10? 2293 01:40:45,664 --> 01:40:49,376 This will be like we feel like we max their idea to get more, 2294 01:40:49,376 --> 01:40:52,713 but now we need a max, like, okay, what's the best possible angle? 2295 01:40:52,713 --> 01:40:57,676 Or like, I, you know, I just do a Booster Beast parody where it's like, 2296 01:40:57,718 --> 01:41:00,888 you know, buying one, like little 2297 01:41:00,888 --> 01:41:04,058 tiny staple versus like a billion. 2298 01:41:04,058 --> 01:41:07,644 And let's say that the title is like, I bought staplers until I went broke 2299 01:41:07,686 --> 01:41:08,228 is the video. 2300 01:41:08,228 --> 01:41:12,316 And it's like one of those like bro kid parody channels, right? 2301 01:41:12,357 --> 01:41:14,985 There's like, this is a staple of context of my money on the Bible. 2302 01:41:14,985 --> 01:41:16,028 They seem not. 2303 01:41:16,028 --> 01:41:18,405 And you just watch this dude, like, run his bank account down. 2304 01:41:18,405 --> 01:41:20,699 But we keep track of the bank account throughout the video. 2305 01:41:20,699 --> 01:41:21,950 So it's like, you know, like 2306 01:41:21,950 --> 01:41:25,329 now my kind of go from 100,000, I got I got $250,000. 2307 01:41:25,370 --> 01:41:27,414 We're going to see how many staples going to buy with that sort of thing. 2308 01:41:27,414 --> 01:41:29,291 We just watched it through this stuff. Right. 2309 01:41:29,291 --> 01:41:31,877 And so now we're like, now we're not just noticing. 2310 01:41:31,877 --> 01:41:34,213 We're not just talking about money. We're not talking about the stapler stuff. 2311 01:41:34,213 --> 01:41:37,257 We're now trying to get into like mass broad entertainment. 2312 01:41:37,341 --> 01:41:40,344 a really good version of this, like how to go from, 2313 01:41:40,344 --> 01:41:44,223 like from a millions of ten is Johnny Harris made a video 2314 01:41:44,223 --> 01:41:46,683 and I don't think it's quite intense, but probably will in life. 2315 01:41:46,683 --> 01:41:49,228 Time was like he goes from the 2316 01:41:50,354 --> 01:41:50,729 wealth 2317 01:41:50,729 --> 01:41:53,732 brackets and you see him starting from like, you know, here's 2318 01:41:53,732 --> 01:41:56,735 someone who's making like, you know, $30,000 a year 2319 01:41:56,777 --> 01:42:00,906 all the way up to someone making like, I think it was like $25 million a year. 2320 01:42:00,906 --> 01:42:01,949 And you just see, 2321 01:42:01,949 --> 01:42:05,202 like he walks you through the lifestyles of what their day looks like. 2322 01:42:05,202 --> 01:42:08,288 And this is just beyond like journalism. 2323 01:42:08,288 --> 01:42:09,957 This is beyond my financial content. 2324 01:42:09,957 --> 01:42:12,835 This is like a meta commentary on the different lifestyles 2325 01:42:12,835 --> 01:42:16,088 between those who have very little money and those who have so much money. 2326 01:42:16,088 --> 01:42:17,756 It's like, conceivable sort of thing. 2327 01:42:17,756 --> 01:42:21,677 And people who don't care about money and financial content 2328 01:42:21,677 --> 01:42:24,763 or journalism or very interested in that type of video. 2329 01:42:24,763 --> 01:42:27,516 And so really what it takes now is, you know, 2330 01:42:27,516 --> 01:42:30,602 that was a long winded way to say what it takes now is you've got to ask, 2331 01:42:30,602 --> 01:42:33,021 how do I get people that don't give a shit about my niche, 2332 01:42:33,021 --> 01:42:36,024 the number of shit about my content, how do I get those people to watch? 2333 01:42:36,024 --> 01:42:39,945 And that's like the question to answer, because that's why it's so damn hard 2334 01:42:39,945 --> 01:42:41,572 to get to, like, I'm going to do this 2335 01:42:41,572 --> 01:42:44,575 interesting, because we're at a million views are trying to get to ten. 2336 01:42:45,075 --> 01:42:48,078 What I thought you would say is we're going to look at the retention graphs. 2337 01:42:48,078 --> 01:42:48,871 We're going to look at stats. 2338 01:42:48,871 --> 01:42:51,165 We're going to see where the falloff is and we're going to optimize it. 2339 01:42:51,165 --> 01:42:54,710 But what you're saying is the the real work comes 2340 01:42:54,710 --> 01:42:58,505 before you even shoot a video, before you even think of a title or thumbnail. 2341 01:42:58,505 --> 01:43:01,592 It's none of that to get to the very next level. 2342 01:43:01,592 --> 01:43:05,929 It's really about the idea and the angle. 2343 01:43:06,096 --> 01:43:09,892 And if you don't have if you don't have those, you're not going to go from 2344 01:43:09,933 --> 01:43:12,102 if you're stuck in an area, whether it's 1 million 2345 01:43:12,102 --> 01:43:15,022 like we're talking about now or even 100 K or ten cave, you're stuck here. 2346 01:43:15,022 --> 01:43:18,734 If you don't have the right idea an angle before you even shoot 2347 01:43:18,775 --> 01:43:21,778 your video, you're never going to get to the next level. 2348 01:43:22,362 --> 01:43:22,613 Yeah. 2349 01:43:22,613 --> 01:43:26,116 I mean, because what's happening is, like when you're looking at data, 2350 01:43:26,158 --> 01:43:27,784 you're really trying to make corrections, right? 2351 01:43:27,784 --> 01:43:29,912 You're like, oh, we had to fall off here. Let's fix that. Right. 2352 01:43:29,912 --> 01:43:31,371 And that correction is good. 2353 01:43:31,371 --> 01:43:34,374 But like the correction won't get you from one 0 to 10. 2354 01:43:34,374 --> 01:43:35,876 The correction would correct. 2355 01:43:35,876 --> 01:43:38,629 Oh we only got 800,000 views wide. Right. 2356 01:43:38,629 --> 01:43:42,007 And so you might accidentally shoot to 2,000,003 mil. 2357 01:43:42,007 --> 01:43:43,926 But like ten is not an accident. 2358 01:43:43,926 --> 01:43:45,886 That was like really intentional. 2359 01:43:45,886 --> 01:43:48,430 What about that channel that's plateaued, right. 2360 01:43:48,430 --> 01:43:49,890 They've just plateaued. 2361 01:43:49,890 --> 01:43:51,892 They've been at it for a year. 2362 01:43:51,892 --> 01:43:53,560 They call you up, Jake. 2363 01:43:53,560 --> 01:43:56,021 Right? A million views per video, which is amazing. 2364 01:43:56,021 --> 01:44:00,651 But we've plateaued like we've tested new angles, new ideas, new thumbnails. 2365 01:44:00,651 --> 01:44:03,403 We've done everything we can. We look at retention graph. 2366 01:44:03,403 --> 01:44:05,280 We're still stuck at a million views per video. 2367 01:44:05,280 --> 01:44:09,034 Like, you know, how do you turn that channel 2368 01:44:09,034 --> 01:44:12,120 around from a plateau to, like, now we're growing again? 2369 01:44:12,162 --> 01:44:13,247 How hard is that? 2370 01:44:13,247 --> 01:44:16,333 if they've been stuck for a minute and they call me, it's probably 2371 01:44:16,333 --> 01:44:18,252 gonna be a lot easier because I'm on the outside. 2372 01:44:18,252 --> 01:44:19,503 So, like, it'll be like that. 2373 01:44:19,503 --> 01:44:21,505 The, you know, the royalty situation where it's like, 2374 01:44:21,505 --> 01:44:24,299 stuff will be plenty obvious to me because I'm on the outside of it. 2375 01:44:24,299 --> 01:44:26,635 That won't be obvious. Someone who's stuck in the weeds. 2376 01:44:26,635 --> 01:44:29,680 So that one is going to be like super helpful, just like, oh, this will 2377 01:44:29,721 --> 01:44:32,933 that will probably be this from like, oh, we're stuck at three or a second. 2378 01:44:32,933 --> 01:44:35,560 1 million probably take us to like three just by making these few adjustments. 2379 01:44:35,560 --> 01:44:36,937 It's always the important stuff, right? 2380 01:44:36,937 --> 01:44:39,356 I'm always like, oh, this thumbnail wasn't very good. 2381 01:44:39,356 --> 01:44:42,859 You thought it was, oh, this intro, we're not like, look at our APB. 2382 01:44:42,901 --> 01:44:43,944 It's lower than it should be. 2383 01:44:43,944 --> 01:44:46,029 And I will look at what correlations were like. 2384 01:44:46,029 --> 01:44:48,115 You know, I actually did this with with Ali 2385 01:44:48,115 --> 01:44:49,616 where like I looked at correlations to videos 2386 01:44:49,616 --> 01:44:52,953 that were getting 25 million views when they're currently being like 12. 2387 01:44:52,995 --> 01:44:56,999 And the big one was like I saw their APD was at 91%, was like a constant big one. 2388 01:44:56,999 --> 01:44:58,667 And I was like, oh, like and I wonder why. 2389 01:44:58,667 --> 01:45:00,585 And I looked at it, it's so obvious, 2390 01:45:00,585 --> 01:45:03,297 like to me like, like like just take a look at it or it's like, oh, 2391 01:45:03,297 --> 01:45:08,593 this thumbnail was it was for from holding 2392 01:45:08,635 --> 01:45:12,139 a, it was holding out a piece of paper about his homework. 2393 01:45:12,139 --> 01:45:17,894 And then the intro was him talking, holding up his paper was his homework. 2394 01:45:17,936 --> 01:45:21,064 I was like, oh, we paid off the intro instantly. 2395 01:45:21,064 --> 01:45:21,982 And what we did in this one. 2396 01:45:21,982 --> 01:45:23,859 So like the next, the next one is what we're gonna do. 2397 01:45:23,859 --> 01:45:27,029 We can do this and that one, that video was I think it was 2398 01:45:27,029 --> 01:45:30,324 the video was like, please, my house asterisk 2 a.m.. 2399 01:45:30,324 --> 01:45:33,785 And that one was, I think, a instant 2 or 1 out of ten where we did it. 2400 01:45:33,952 --> 01:45:35,495 And what's funny is they already shot that video 2401 01:45:35,495 --> 01:45:38,540 about to upload it, but I was like, no, we gotta we gotta do the intro better. 2402 01:45:38,540 --> 01:45:40,584 We got to make sure not just click on. Now. 2403 01:45:40,584 --> 01:45:41,376 How important is that? 2404 01:45:41,376 --> 01:45:45,630 So what they see in the thumbnail they end up seeing right away 2405 01:45:45,630 --> 01:45:48,925 in the intro is that like paying off the intro as you call it? 2406 01:45:48,967 --> 01:45:50,969 Is that really important? It can help for sure. 2407 01:45:50,969 --> 01:45:53,013 It's it's important to know like this isn't like, 2408 01:45:53,013 --> 01:45:55,849 oh, once everyone does this, then I'll send it to work, right? Right. 2409 01:45:55,849 --> 01:45:58,727 But for this specific instance I just saw there was a good core there. 2410 01:45:58,727 --> 01:46:00,604 So I was like, if we want a quick win right now, 2411 01:46:00,604 --> 01:46:02,439 we want to correct that right now. 2412 01:46:02,439 --> 01:46:04,232 This is a good start. Right? 2413 01:46:04,232 --> 01:46:06,485 And so it's not like the moment we did that everything is fixed. 2414 01:46:06,485 --> 01:46:09,363 It's like it was way harder than that to like fix everything. Right. 2415 01:46:09,363 --> 01:46:11,156 It was just like this. 2416 01:46:11,156 --> 01:46:14,034 You know, this one thing I just saw instantly would get us to where we want. 2417 01:46:14,034 --> 01:46:16,328 And that's the first thing we look for is like, what's the 2418 01:46:16,328 --> 01:46:19,831 the easy, you know, obvious things to me that can, like get us from 2419 01:46:20,123 --> 01:46:23,919 A to B, and once I know we hit it, then all of a sudden it's like, cool. 2420 01:46:23,919 --> 01:46:24,961 That works. 2421 01:46:24,961 --> 01:46:27,756 Now we really want to step it up from here and be like, cause 2422 01:46:27,756 --> 01:46:29,383 you can't just do that increasing video. 2423 01:46:29,383 --> 01:46:32,386 But for these videos, we can just quickly pivot, go, great. 2424 01:46:32,427 --> 01:46:33,595 Now we're making some progress. 2425 01:46:33,595 --> 01:46:34,721 We're helping make, you know, 2426 01:46:34,721 --> 01:46:37,015 high level progress, which comes from like ideation and. 2427 01:46:37,015 --> 01:46:38,141 Stuff at this level. 2428 01:46:38,141 --> 01:46:41,978 What's the metric people overvalue and what's the one they overlook? 2429 01:46:42,145 --> 01:46:45,065 CTR is always valued every single time. 2430 01:46:46,149 --> 01:46:46,400 Yeah. 2431 01:46:46,400 --> 01:46:48,985 So the big top 200 craters on the planet asks me the same thing. Jake. 2432 01:46:48,985 --> 01:46:50,445 What's good? CTR. 2433 01:46:50,445 --> 01:46:51,530 I don't know what that means. 2434 01:46:51,530 --> 01:46:52,489 I don't know what it sees 2435 01:46:52,489 --> 01:46:54,658 is I really don't I know what good impressions are 2436 01:46:54,658 --> 01:46:56,785 because good impressions need to give views. 2437 01:46:56,785 --> 01:47:00,580 But good like, the reality is we want your CTO to drop. 2438 01:47:00,622 --> 01:47:02,457 You want them to drop heavily. 2439 01:47:02,457 --> 01:47:06,753 You don't want it to start low like that's what you don't want. 2440 01:47:06,795 --> 01:47:10,006 And so I can say like what's a low number? 2441 01:47:10,006 --> 01:47:12,843 It's like 2% is low. 2442 01:47:12,843 --> 01:47:13,677 Like that's it. 2443 01:47:13,677 --> 01:47:14,261 Shouldn't, you know, 2444 01:47:14,261 --> 01:47:17,597 if you're 48 hours into your video and it's a 2% group through rate? 2445 01:47:17,639 --> 01:47:20,350 Okay. That's probably an indicator we need to come up with. 2446 01:47:20,350 --> 01:47:21,810 Like that's probably what that means. 2447 01:47:21,810 --> 01:47:25,897 But if you're telling me like, oh I got 20%, it should be getting 2448 01:47:25,897 --> 01:47:30,068 a lot of like 20% is not good if the if the impressions are low. 2449 01:47:30,068 --> 01:47:34,239 But if we got a lot of impressions and now we're at 2% wonderful. 2450 01:47:34,489 --> 01:47:34,781 Three. 2451 01:47:34,781 --> 01:47:37,284 That's wonderful because we got the money, we got these. 2452 01:47:37,284 --> 01:47:38,577 And what's the one they overlook? 2453 01:47:38,577 --> 01:47:41,788 I honestly think average percentage is overlooked a lot 2454 01:47:42,622 --> 01:47:45,000 because I think I've heard people they say like they actually kind of ignore that, 2455 01:47:45,000 --> 01:47:47,252 which is like cool, like, you know, to each their own sort of thing. 2456 01:47:47,252 --> 01:47:50,422 But from my experience, like, I always see like that, 2457 01:47:50,505 --> 01:47:53,925 that average percentage view tells me how well we did, not just from the opening 2458 01:47:53,967 --> 01:47:55,135 five seconds, but it also tells me 2459 01:47:55,135 --> 01:47:59,055 what we did with the 30s and how well did connect with the packaging, 2460 01:47:59,055 --> 01:48:02,893 because you'll see, like what wins your test is based on watch time. 2461 01:48:02,893 --> 01:48:08,106 And so the ones that don't win don't make it past the 30s. 2462 01:48:08,106 --> 01:48:10,942 And so it's also an indicator of how will that our pathogen match 2463 01:48:10,942 --> 01:48:12,360 our interactive occasions. 2464 01:48:12,360 --> 01:48:13,862 So for me it's like APB. 2465 01:48:13,862 --> 01:48:15,655 I'm like I learned that all the time. 2466 01:48:15,655 --> 01:48:18,867 Is there a best practice that everyone repeats that you think is wrong? 2467 01:48:18,867 --> 01:48:21,870 When it comes to titles, 2468 01:48:22,287 --> 01:48:26,500 a lot of people try to make their titles as if it's like a summary of the video. 2469 01:48:26,500 --> 01:48:28,502 I have a you can see this on my Twitter right now. 2470 01:48:28,502 --> 01:48:32,964 This was a Anthony Morales where I show people like, just in case, 2471 01:48:33,006 --> 01:48:34,883 you know, title anything titles don't matter. 2472 01:48:34,883 --> 01:48:37,177 There's two titles. One is like a summary of the video. 2473 01:48:37,177 --> 01:48:38,303 I think it's verbatim. 2474 01:48:38,303 --> 01:48:43,350 I think it's in the lines of like, top ten exercises for violin players. 2475 01:48:43,350 --> 01:48:47,938 And the other one was only 2% of violinists understand this, 2476 01:48:48,188 --> 01:48:54,736 and I think that one had a 74% more watch time than the first one. 2477 01:48:54,819 --> 01:48:56,863 The only 2%. That's the one. That one. 2478 01:48:56,863 --> 01:48:59,324 Yeah, yeah, a long shot. 2479 01:48:59,324 --> 01:49:01,159 And why do you think that is. 2480 01:49:01,159 --> 01:49:03,703 It just is it because of the curiosity aspect. 2481 01:49:03,703 --> 01:49:03,912 Yeah. 2482 01:49:03,912 --> 01:49:07,123 Because you can see how like you don't you don't even care about violin. 2483 01:49:07,123 --> 01:49:08,667 But the odds of you clicking on 2484 01:49:08,667 --> 01:49:12,963 that are a lot higher because you're like, I wonder what is the 2% of my last name? 2485 01:49:12,963 --> 01:49:14,464 I wonder what that is like. 2486 01:49:14,464 --> 01:49:17,551 And so the first one, well, we will only get the people 2487 01:49:17,592 --> 01:49:19,511 who have that violin out right now. 2488 01:49:19,511 --> 01:49:21,846 They're like, oh, cool. Perfect. That's the video I want to watch, right? 2489 01:49:21,846 --> 01:49:23,765 But most people do not have that. 2490 01:49:23,765 --> 01:49:24,432 And most people 2491 01:49:24,432 --> 01:49:28,270 who watch these videos don't even care that much about the violin to begin with. 2492 01:49:28,270 --> 01:49:31,231 But once we watch the video, they're probably convinced, like, 2493 01:49:31,231 --> 01:49:33,400 maybe I do want to learn the violin and what are we doing? 2494 01:49:33,400 --> 01:49:37,612 We're creating fans that didn't exist before, and that's why I'm so big. 2495 01:49:37,612 --> 01:49:40,991 I'm like pushing like metrics higher than where everyone thinks they are. 2496 01:49:41,032 --> 01:49:45,328 So guys, you don't realize your video can actually win a viewer if you do it right? 2497 01:49:45,370 --> 01:49:46,162 Same with your emails. 2498 01:49:46,162 --> 01:49:49,374 They can win a viewer you wouldn't have had if you do it right. 2499 01:49:49,499 --> 01:49:50,584 it seems like what I hear 2500 01:49:50,584 --> 01:49:54,671 you say is thinking about people that aren't directly in your niche. 2501 01:49:54,713 --> 01:49:57,757 Like, for example, the violin player that you have, 2502 01:49:58,133 --> 01:50:01,011 you know who are his, who's his general audience, who? 2503 01:50:01,011 --> 01:50:03,638 His usual audience, people that play the violin, 2504 01:50:03,638 --> 01:50:04,973 that want to play the violin better. 2505 01:50:04,973 --> 01:50:09,185 But thinking when you're packaging, thinking about the people 2506 01:50:09,185 --> 01:50:12,606 that have never even held a violin, how do I get those people to come watch? 2507 01:50:12,772 --> 01:50:13,398 Is that 2508 01:50:13,398 --> 01:50:16,818 is that an important part of the strategy when you're packaging to get more views? 2509 01:50:17,402 --> 01:50:20,780 Yeah, like that's the thing I think about all the time. 2510 01:50:20,780 --> 01:50:21,072 Yeah. 2511 01:50:21,072 --> 01:50:24,159 Because, I think, you know, when you make a video on 2512 01:50:24,159 --> 01:50:27,203 like AI, like AI is evil or whatever, right? 2513 01:50:27,621 --> 01:50:27,871 Yeah. 2514 01:50:27,871 --> 01:50:28,246 I'm already 2515 01:50:28,246 --> 01:50:32,375 I already know who's going to watch if I like, you know, make a, make a fear 2516 01:50:32,417 --> 01:50:36,588 based journalistic type of, like, takedown piece on Sam Altman. 2517 01:50:36,630 --> 01:50:36,963 Whatever. 2518 01:50:36,963 --> 01:50:37,339 Right. 2519 01:50:37,339 --> 01:50:39,257 Like, I already know who's going to watch people 2520 01:50:39,257 --> 01:50:41,843 who don't like this person is already watch already know that. Right. 2521 01:50:41,843 --> 01:50:46,264 So the question I would ask is like, if I'm making a video on like AI bad, 2522 01:50:46,306 --> 01:50:47,724 it'd be like, okay, 2523 01:50:47,724 --> 01:50:50,518 how do I get the people that don't give a shit about any of that? 2524 01:50:50,518 --> 01:50:51,978 How do I get people that don't even know 2525 01:50:51,978 --> 01:50:55,940 what that is, or people who don't know what's going on with any of that stuff? 2526 01:50:55,940 --> 01:50:58,860 How do I get them to watch this video and really, like, 2527 01:50:58,860 --> 01:51:00,737 you know, this is kind of what good journalism is. 2528 01:51:00,737 --> 01:51:03,740 It's like trying to get people who aren't interested in a headline, 2529 01:51:03,740 --> 01:51:08,370 or are you sitting in article to get them interested into that article to read it. 2530 01:51:08,411 --> 01:51:08,828 Right. 2531 01:51:08,828 --> 01:51:13,124 And so ultimately, like I think what that often when it comes 2532 01:51:13,124 --> 01:51:14,584 to the broadness of a title 2533 01:51:14,584 --> 01:51:17,337 and the brightness of the video is we're going to get people who don't 2534 01:51:17,337 --> 01:51:20,298 normally watch these types of videos or don't watch this kind of niche. 2535 01:51:20,298 --> 01:51:23,551 If we package it the right way and like, it's, 2536 01:51:23,593 --> 01:51:27,639 you know, earned by packaging and they stayed because of content. 2537 01:51:27,681 --> 01:51:31,685 And so that's why I'm like the packaging I will like diagnose Hill. 2538 01:51:31,685 --> 01:51:35,480 This is more important than the video itself, which is like, you know, 2539 01:51:35,522 --> 01:51:36,731 it could be like a hot take. 2540 01:51:36,731 --> 01:51:38,858 But I'm just like, honestly, like if they don't freaking 2541 01:51:38,858 --> 01:51:41,611 watch this thing to begin with, it doesn't matter how good it is. 2542 01:51:41,611 --> 01:51:43,363 What's your take on AI content? 2543 01:51:43,363 --> 01:51:47,325 Do you think AI content will end up taking over YouTube? So 2544 01:51:48,410 --> 01:51:49,411 when I 2545 01:51:49,411 --> 01:51:51,121 was having like a really big boom, 2546 01:51:51,121 --> 01:51:55,166 I think it was the beginning of this year, in 2026, I remember, 2547 01:51:55,166 --> 01:52:01,423 I think it was blocks like fired, like 20,000 people or something. 2548 01:52:01,423 --> 01:52:04,092 That was it was just such a high number like not heard of. 2549 01:52:04,092 --> 01:52:05,385 And they tried to make it work. 2550 01:52:05,385 --> 01:52:06,094 There were some articles 2551 01:52:06,094 --> 01:52:08,805 like it's all about AI or it's not, it's not the place of people, whatever. 2552 01:52:08,805 --> 01:52:11,433 But I kind of like I had a like an exercise crisis a little bit. 2553 01:52:11,433 --> 01:52:12,892 Like I literally couldn't sleep. 2554 01:52:12,892 --> 01:52:16,521 Like the day I saw the article, I was up all night, just like 2555 01:52:16,604 --> 01:52:18,523 thinking about the because like, I had a break down, 2556 01:52:18,523 --> 01:52:20,150 like what YouTube strategy really is. 2557 01:52:20,150 --> 01:52:25,155 It's about like following, pattern recognition and pattern 2558 01:52:25,155 --> 01:52:28,700 recognition helps you kind of see where things are going statistically. 2559 01:52:28,783 --> 01:52:32,245 But when I saw that, I just kind of like, my brain can stop, just like, 2560 01:52:32,328 --> 01:52:33,621 where is that going? 2561 01:52:33,621 --> 01:52:37,459 Like, invitations were so big, I couldn't, like, focus on anything else. 2562 01:52:37,459 --> 01:52:39,753 And it comes back into entertainment. 2563 01:52:39,753 --> 01:52:41,755 It comes back in the heart of entertainment. 2564 01:52:41,755 --> 01:52:44,799 I think like means, you know, as a purist, like, I think it's art, right? 2565 01:52:44,841 --> 01:52:48,887 And when I think about that, I thought like, dude, is is that cooked forever? 2566 01:52:48,928 --> 01:52:52,974 Like, is art done now from this moment on when I get good enough, like, I, 2567 01:52:53,516 --> 01:52:56,269 I really think like the backbone of human society 2568 01:52:56,269 --> 01:53:00,106 is the ability to write down language and the like. 2569 01:53:00,273 --> 01:53:01,191 What's the first thing we saw? 2570 01:53:01,191 --> 01:53:02,817 Chats. We do. It's like it's working with linkage. 2571 01:53:02,817 --> 01:53:03,902 And I was kind of like, 2572 01:53:03,902 --> 01:53:07,238 if this can really two is better than if we can like it can communicate 2573 01:53:07,280 --> 01:53:11,618 better than we can in this form, like we are done like as a side. 2574 01:53:11,659 --> 01:53:15,663 And that comes back to YouTube and that comes back to like creators. 2575 01:53:15,663 --> 01:53:18,583 And that gets scary to think about. 2576 01:53:18,583 --> 01:53:21,586 But I started thinking about at night because I finally got to inclusion. 2577 01:53:21,711 --> 01:53:22,879 I realized 2578 01:53:22,879 --> 01:53:27,634 I actually don't think that's a problem in like the super, super long term. 2579 01:53:27,842 --> 01:53:30,220 And not to say it's not problem at all. 2580 01:53:30,220 --> 01:53:32,514 Yeah. Oh yeah, problems are coming for sure. 2581 01:53:32,514 --> 01:53:35,767 But it's not like people say things like, if it take every bodies jobs and it's 2582 01:53:35,767 --> 01:53:39,437 going to play to everyone, it actually I don't think it can place everyone. 2583 01:53:39,437 --> 01:53:42,607 And I don't think we can place creators entirely. 2584 01:53:42,774 --> 01:53:45,276 So think about like 2585 01:53:45,276 --> 01:53:48,530 there are certain jobs that are fully like in the artistic area. 2586 01:53:48,530 --> 01:53:52,784 And I think of like, we take this as far as extreme, who is the greatest, 2587 01:53:52,826 --> 01:53:55,787 you know, artist, writer children, in my opinion, is Shakespeare. 2588 01:53:55,787 --> 01:53:56,204 Right. 2589 01:53:56,204 --> 01:53:56,913 And I remember 2590 01:53:56,913 --> 01:54:01,042 asking a neuroscientist this to help see if any credibility to my thought. 2591 01:54:01,084 --> 01:54:04,128 And I asked her, I was like, hey, so AI right now can it? 2592 01:54:04,170 --> 01:54:07,215 Right, like Shakespeare does, can it like imitate his voice 2593 01:54:07,215 --> 01:54:10,510 and write and style of Alba for her and stuff like that? 2594 01:54:10,552 --> 01:54:13,555 And she was like, yeah, I could do that right now. 2595 01:54:13,555 --> 01:54:15,974 I'm like, okay, so let's say we are at the peak of AI. 2596 01:54:15,974 --> 01:54:18,935 It is as smart as it could possibly be. 2597 01:54:19,060 --> 01:54:21,563 Would it be able to write the very play Shakespeare 2598 01:54:21,563 --> 01:54:25,024 right today if he was still alive word for word? 2599 01:54:25,984 --> 01:54:26,526 She thought about 2600 01:54:26,526 --> 01:54:30,154 that for a while and she was like, no, no, I can't. 2601 01:54:30,321 --> 01:54:31,239 And I was like, 2602 01:54:31,239 --> 01:54:35,201 but why isn't it smarter than every human being on earth isn't the smartest thing 2603 01:54:35,201 --> 01:54:35,702 you could ever be? 2604 01:54:35,702 --> 01:54:38,705 How come, like, is it if it's so smart, why can't it do that? 2605 01:54:38,788 --> 01:54:41,249 And when I when I said that she really understood what I was getting. 2606 01:54:41,249 --> 01:54:45,837 Now what I was trying to say is like, this isn't an intelligent problem 2607 01:54:45,837 --> 01:54:49,257 when it comes to making art that relates to humans, 2608 01:54:49,507 --> 01:54:54,137 what it really is, it's really a three layered problem 2609 01:54:54,137 --> 01:54:57,891 where it comes down to one, it comes down to taste, two 2610 01:54:57,932 --> 01:55:00,393 it comes down to experience, and three comes down to soul. 2611 01:55:00,393 --> 01:55:04,063 And yes, it has its own taste, 2612 01:55:04,063 --> 01:55:07,108 but it doesn't have any more tastes specifically right now. 2613 01:55:07,108 --> 01:55:07,859 Even if you gave it 2614 01:55:07,859 --> 01:55:12,030 all of your information, right, it might imitate your taste. 2615 01:55:12,030 --> 01:55:12,322 It might. 2616 01:55:12,322 --> 01:55:13,615 You might sound like me. 2617 01:55:13,615 --> 01:55:16,409 Sound like like try to sound admittedly close to the every possible. 2618 01:55:16,409 --> 01:55:17,076 I might do that. 2619 01:55:17,076 --> 01:55:20,079 But then if you're like, say the next words, I'm going to say, 2620 01:55:20,413 --> 01:55:22,248 how could it possibly do that? 2621 01:55:22,248 --> 01:55:23,416 There is no amount of data. 2622 01:55:23,416 --> 01:55:26,336 It'll have to know the person that you currently are 2623 01:55:26,336 --> 01:55:29,005 with the taste that you have verbatim. It just can't. 2624 01:55:29,005 --> 01:55:30,173 And the second is experience. 2625 01:55:30,173 --> 01:55:33,134 Now, you know, we can say whatever we want about the experience of it here, 2626 01:55:33,134 --> 01:55:35,845 but we know for a fact it doesn't just have experience. Right? 2627 01:55:35,845 --> 01:55:38,181 And certainly not experiencing things as you are. 2628 01:55:38,181 --> 01:55:42,101 And that makes your voice unique, that makes what you have to say 2629 01:55:42,101 --> 01:55:43,811 is a unique element to this. 2630 01:55:43,811 --> 01:55:47,357 And the third I think I take very seriously, which I think like 2631 01:55:47,398 --> 01:55:50,443 eastern philosophy talks about soul like it's nothing I can just move past. 2632 01:55:50,443 --> 01:55:51,235 It is a thing that exists. 2633 01:55:51,235 --> 01:55:52,028 We don't understand. 2634 01:55:52,028 --> 01:55:54,614 But here in the West, we don't need to do that often. 2635 01:55:54,614 --> 01:55:55,657 I think this is a real factor. 2636 01:55:55,657 --> 01:55:59,744 It's like this thing does not have the whatever we want to call soul 2637 01:55:59,994 --> 01:56:01,079 that you have. 2638 01:56:01,079 --> 01:56:02,413 It definitely doesn't have that. 2639 01:56:02,413 --> 01:56:05,541 And this is like the being part of what makes an artist an artist is like 2640 01:56:05,583 --> 01:56:07,085 they are expressing something deep within them. 2641 01:56:07,085 --> 01:56:08,503 They don't even understand. 2642 01:56:08,503 --> 01:56:13,174 And so when you really break it down to that degree, it's really like, 2643 01:56:13,216 --> 01:56:16,803 sure, it can look just like, look, it can say whatever you're going to say 2644 01:56:16,803 --> 01:56:19,764 and you can sit across me do this just as good as you can, right? 2645 01:56:19,764 --> 01:56:22,767 But it's not going to have those three things attached to it. 2646 01:56:22,767 --> 01:56:24,727 And so no matter what, no matter how good it is 2647 01:56:24,727 --> 01:56:28,106 at fooling you, people will probably be like I preferred it when it wasn't a I. 2648 01:56:28,648 --> 01:56:30,692 I preferred it when it was real people. 2649 01:56:30,692 --> 01:56:34,153 And you think of like even like stage actors in a play. 2650 01:56:34,821 --> 01:56:37,532 Sure, maybe a robot can be a human better than we can. 2651 01:56:37,532 --> 01:56:39,993 Maybe can emote emotions and say the lines perfectly. 2652 01:56:39,993 --> 01:56:40,660 Beverleysherrid. 2653 01:56:40,660 --> 01:56:42,829 Is there really a demand for that? 2654 01:56:42,829 --> 01:56:44,330 Like, do people really like, yes. 2655 01:56:44,330 --> 01:56:46,374 I'm so glad I finally got robots in here instead of humans. 2656 01:56:46,374 --> 01:56:50,795 Like, I think the only point is to exchange human values and exchange 2657 01:56:50,795 --> 01:56:53,006 human experiences from one person to the other, 2658 01:56:53,006 --> 01:56:55,758 whether it's a podcast, a play, a movie, etc. 2659 01:56:55,758 --> 01:57:00,096 I think at the end of the day, art is about expressing my taste, 2660 01:57:00,138 --> 01:57:03,933 my experience and my soul to you and you having that shared moment. 2661 01:57:03,933 --> 01:57:04,934 Even though we are 2662 01:57:04,934 --> 01:57:08,312 distance apart, years apart, etc., we still feel like we connected on 2663 01:57:08,312 --> 01:57:10,273 some of the grid and that's just a human thing. 2664 01:57:10,273 --> 01:57:11,983 It's not an AI machine thing. 2665 01:57:11,983 --> 01:57:14,986 So no matter how smart it gets, I just don't think it'll 2666 01:57:15,278 --> 01:57:16,946 at the end of the day, we'll be able to do that. 2667 01:57:16,946 --> 01:57:19,824 So AI is not going to come take over all the creators. 2668 01:57:19,824 --> 01:57:22,785 Oh, don't get me wrong, there's going to be heavy, 2669 01:57:22,785 --> 01:57:26,539 heavy issues and heavy infrastructure issues like don't give me wrong. 2670 01:57:26,539 --> 01:57:30,918 So I ain't like you know, Max AI doom mentality. 2671 01:57:30,918 --> 01:57:35,506 But yeah, like like I want to say there's going to be some heavy 2672 01:57:35,548 --> 01:57:39,093 like industrial Revolution type vibes when it comes to AI, 2673 01:57:39,093 --> 01:57:42,597 when it comes to creators, where it's going to heavily disrupt. 2674 01:57:42,638 --> 01:57:45,308 And there's gonna be an AI version of Mr. Beast at some point. 2675 01:57:45,308 --> 01:57:47,894 There will and people will hate it and they'll be like, 2676 01:57:47,894 --> 01:57:48,895 oh, our bad will come back. 2677 01:57:48,895 --> 01:57:49,562 That's going to happen. 2678 01:57:49,562 --> 01:57:53,232 All like, right now, I just hired someone who is like, you know, AI 2679 01:57:53,274 --> 01:57:56,277 replace them, and then they're like, shit, this doesn't do anything. 2680 01:57:56,277 --> 01:57:58,154 You really hire them back. That's going to happen all the time. 2681 01:57:58,154 --> 01:57:59,322 And because we're kind of 2682 01:57:59,322 --> 01:58:01,824 pushing and pulling, where does it work and where does it not? 2683 01:58:01,824 --> 01:58:05,119 But I think this is going to be the biggest mistakes are made is like, 2684 01:58:05,119 --> 01:58:06,704 oh, look, I don't have to be in front of the camera. 2685 01:58:06,704 --> 01:58:07,497 This can do it for me. 2686 01:58:07,497 --> 01:58:09,999 It'll be like, oh, it turns out nobody freakin likes that. Let's just go back. 2687 01:58:09,999 --> 01:58:13,044 Even when it's undistinguished, I can still, people won't like it. 2688 01:58:13,586 --> 01:58:16,422 All right, Jake, we're on. Level five. 2689 01:58:16,422 --> 01:58:18,174 10 million views. 2690 01:58:18,174 --> 01:58:18,925 Let's go. 2691 01:58:18,925 --> 01:58:20,134 We're at the top of the food chain now. 2692 01:58:20,134 --> 01:58:23,137 So at this level. Right. 2693 01:58:23,137 --> 01:58:24,430 What are the things you're thinking about? 2694 01:58:24,430 --> 01:58:26,140 What are the steps you're taking to turn someone 2695 01:58:26,140 --> 01:58:30,061 that's getting 10 million views per video to 15 million to 20 million? 2696 01:58:30,061 --> 01:58:31,145 Because you've done it before? 2697 01:58:31,145 --> 01:58:33,147 Yeah, this is as hard as it gets. 2698 01:58:33,147 --> 01:58:36,109 Absolutely. So. 2699 01:58:36,109 --> 01:58:37,193 Yeah. So it's. 2700 01:58:37,193 --> 01:58:40,947 No, I have done it before, but it's, you know, it's there's like I want to say 2701 01:58:40,947 --> 01:58:43,908 maybe I have three channels where I was like, 2702 01:58:43,950 --> 01:58:47,620 I got them to this moment and it's hard like it is, 2703 01:58:47,829 --> 01:58:51,499 you know, you come up with an idea and immediately it's shut down 2704 01:58:51,541 --> 01:58:54,043 immediately, like, no, because of x, y, z. You're like, oh, fuck. 2705 01:58:54,043 --> 01:58:54,627 Okay. Hang on. 2706 01:58:54,627 --> 01:58:56,796 And so you're like, okay, what if you did like this? 2707 01:58:56,796 --> 01:58:59,507 They're like, no, no. Like it's just every idea is wrong. 2708 01:58:59,507 --> 01:59:00,341 Every single one. 2709 01:59:00,341 --> 01:59:03,219 Because like, this is to the point where I'm like, I'm like, 2710 01:59:03,219 --> 01:59:05,179 you know, pushing myself to the max here, like, okay, 2711 01:59:05,179 --> 01:59:07,473 like I got a really big down for this idea stuff. 2712 01:59:07,473 --> 01:59:10,268 And you're trying to feedback, you're trying to ask everybody, 2713 01:59:10,268 --> 01:59:12,562 you're like this, this, this, this, this, what's wrong with this one? 2714 01:59:12,562 --> 01:59:13,312 That's all you're asking. 2715 01:59:13,312 --> 01:59:14,480 It's like, what's wrong with every day? 2716 01:59:14,480 --> 01:59:16,065 What's wrong with it? What's wrong with what's wrong with it? 2717 01:59:16,065 --> 01:59:18,734 Because everyone in the wrong is trying to get right. 2718 01:59:18,734 --> 01:59:22,989 And so when you were stuck at ten, like, it feels like, you know, 2719 01:59:22,989 --> 01:59:27,910 you're like Alex was a break down, be having this sense of lack 2720 01:59:27,952 --> 01:59:33,040 that a $100 million person has compared to $1 billion person. 2721 01:59:33,082 --> 01:59:35,543 Like their sense of black is like this tenfold. 2722 01:59:35,543 --> 01:59:37,545 Make making 90% less than what this person is making. 2723 01:59:37,545 --> 01:59:40,756 And their friends, they feel this lack harder than anyone else would like. 2724 01:59:40,798 --> 01:59:43,134 Oh, I don't have a billion, only have 100, right? 2725 01:59:43,134 --> 01:59:44,886 And it's funny because it's like that's true here. 2726 01:59:44,886 --> 01:59:46,679 This would be the same problem where it's like, 2727 01:59:46,679 --> 01:59:49,182 oh, I got ten, I don't got 15, I know got 20. 2728 01:59:49,182 --> 01:59:52,643 And you feel they just that lack as your friends with like Ben 2729 01:59:52,643 --> 01:59:55,813 Adler he's getting like 30 50 minute every freaking upload. 2730 01:59:55,855 --> 01:59:57,648 And he's just like oh my gosh. Like how do I do it? 2731 01:59:57,648 --> 01:59:59,483 How do I get there and just feel like you're, you know, 2732 01:59:59,483 --> 02:00:01,819 burying your head against the wall until good idea. 2733 02:00:01,819 --> 02:00:04,739 Show one day like it's crazy, but one day it happens. 2734 02:00:04,739 --> 02:00:06,157 You just like, oh my God, that's it. 2735 02:00:06,157 --> 02:00:07,950 That's a 20 million view idea. 2736 02:00:07,950 --> 02:00:09,452 I have it, I finally have it. 2737 02:00:09,452 --> 02:00:12,371 And it's fun with Ali. 2738 02:00:12,371 --> 02:00:14,207 Like we were like, I remember I was doing that. 2739 02:00:14,207 --> 02:00:15,958 It was like playing like tennis or something. 2740 02:00:15,958 --> 02:00:19,086 It's like I have an idea to be like, no, it's like, what about this? No. 2741 02:00:19,253 --> 02:00:20,504 Like we're just going back and forth 2742 02:00:20,504 --> 02:00:24,467 and then eventually we can see both of us come together to like, really, like, 2743 02:00:24,508 --> 02:00:28,554 make some kind of consensus of a good idea where he came up with one, 2744 02:00:28,554 --> 02:00:31,557 just like I remember him saying it and I was like, that's it, he said. 2745 02:00:31,682 --> 02:00:36,896 I secretly hated my parents room, and I secretly hit my parents bedroom, 2746 02:00:36,938 --> 02:00:39,357 and we might have had an X amount of time and got rid of the title. 2747 02:00:39,357 --> 02:00:43,277 Eventually we were just I secretly in my parents bedroom, and we got that from Iraq 2748 02:00:43,277 --> 02:00:47,615 where he's like, I secretly lived in a grocery store 2749 02:00:47,990 --> 02:00:50,326 and we were like, oh, what if we just did something similar? 2750 02:00:50,326 --> 02:00:53,287 But for for a younger audience, just kind of like meet the age lower. 2751 02:00:53,287 --> 02:00:55,957 And once we did that, we were both like, yes, 2752 02:00:55,957 --> 02:00:57,291 like we knew exactly what we're doing. 2753 02:00:57,291 --> 02:00:59,418 And so we got a bunch of thumbnails together. 2754 02:00:59,418 --> 02:01:01,045 We got a bunch of ones that were similar to that. 2755 02:01:01,045 --> 02:01:02,922 A couple, obviously, we were inspired by interact stuff. 2756 02:01:02,922 --> 02:01:04,924 We were like, how do we make this same kind of angle? 2757 02:01:04,924 --> 02:01:06,467 And with thumbnails, we're trying to tell a story 2758 02:01:06,467 --> 02:01:09,011 because this is what, like you're just like as high as a good. 2759 02:01:09,011 --> 02:01:11,055 You can't just like copy it, call it a day. 2760 02:01:11,055 --> 02:01:12,515 They're like, okay, how do we tell a story? 2761 02:01:12,515 --> 02:01:14,892 So we're doing like the rule of thirds 2762 02:01:14,892 --> 02:01:18,771 where we have like a dividing lines between each section of the thumbnail. 2763 02:01:18,771 --> 02:01:22,984 But we also have fun with depth of field like throne is in the very foreground 2764 02:01:23,025 --> 02:01:26,070 of the left side of the thumbnail, which is really important 2765 02:01:26,070 --> 02:01:29,824 because people are reading from the left to right like they're reading a book. 2766 02:01:29,865 --> 02:01:33,828 If you're trying to get an industry good audience, but with the thumbnail, 2767 02:01:33,828 --> 02:01:35,538 they don't really know how to guide. Right? 2768 02:01:35,538 --> 02:01:36,038 So imagine 2769 02:01:36,038 --> 02:01:38,207 like if they have an eye tracker on the funnel, 2770 02:01:38,207 --> 02:01:39,125 they're just going to 2771 02:01:39,125 --> 02:01:41,460 just going to go all over the place unless you've got them properly. 2772 02:01:41,460 --> 02:01:44,297 And so we have for on guide right to his eyes. 2773 02:01:44,297 --> 02:01:47,091 Because the first thing that you can see we look for the light in people's eyes. 2774 02:01:47,091 --> 02:01:47,842 Boom. Got the eyes. 2775 02:01:47,842 --> 02:01:52,430 And that leads us down just like diagonal line to his parents in bed to sleep. 2776 02:01:52,430 --> 02:01:53,347 And there's 2777 02:01:53,347 --> 02:01:55,182 I think we have one more detail somewhere here 2778 02:01:55,182 --> 02:01:57,101 that you can look at like an arrow in text that says, 2779 02:01:57,101 --> 02:01:58,602 like parents or says like a sleep. 2780 02:01:58,602 --> 02:02:01,939 And this literally feels like you're looking at a three 2781 02:02:01,939 --> 02:02:05,067 dimensional image, even though the image is only 2D. 2782 02:02:05,192 --> 02:02:08,946 And this gives you so much context, the idea of conflict, it's he's 2783 02:02:08,946 --> 02:02:10,406 amid action, which is a big one. 2784 02:02:10,406 --> 02:02:13,284 So he's like shushing like in mid action, like something's happening. 2785 02:02:13,284 --> 02:02:15,578 So we try to give the still image emotion. 2786 02:02:15,578 --> 02:02:18,164 And we try to make sure our color coordinates correct. 2787 02:02:18,164 --> 02:02:20,249 Like what's the color of his shirt. What's the color of the walls. 2788 02:02:20,249 --> 02:02:21,667 It's the color of the bed. 2789 02:02:21,667 --> 02:02:23,419 What is the IMS wearing. 2790 02:02:23,419 --> 02:02:25,629 And is there a red in the in the thumbnail. 2791 02:02:25,629 --> 02:02:27,256 Cause that's going to affect the red arrow. Right. 2792 02:02:27,256 --> 02:02:30,509 So we want to make sure this arrow is the only red thing, this whole thumbnail. 2793 02:02:30,509 --> 02:02:32,053 So that way that's the only thing they see. 2794 02:02:32,053 --> 02:02:32,762 And what's the text. 2795 02:02:32,762 --> 02:02:34,722 Is it the parents question mark. 2796 02:02:34,722 --> 02:02:36,015 Is it a sleep. 2797 02:02:36,015 --> 02:02:38,309 Is it like like what are we doing. Why are we doing it. 2798 02:02:38,309 --> 02:02:41,437 And then we look at the title and we compare like what did we leave 2799 02:02:41,479 --> 02:02:44,482 out of the title where it's like, you know, if we have. 2800 02:02:44,565 --> 02:02:48,611 I secretly lived in my parents room. 2801 02:02:49,028 --> 02:02:50,029 We don't have sleeping. 2802 02:02:50,029 --> 02:02:52,698 We don't have we do have parents who don't sleep, so we'll switch it. 2803 02:02:52,698 --> 02:02:53,532 Let's try one with sleeping. 2804 02:02:53,532 --> 02:02:55,701 Let's try one with parents to see what happens. Right. 2805 02:02:55,701 --> 02:02:57,953 And so this is like when we're at the high level, 2806 02:02:57,953 --> 02:03:01,749 we're just like, no thing can be left up to chance. 2807 02:03:01,749 --> 02:03:02,958 Every single thing. 2808 02:03:02,958 --> 02:03:05,544 And so what's our opening sentence? 2809 02:03:05,544 --> 02:03:07,421 You bet your ass it's. 2810 02:03:07,421 --> 02:03:10,132 I secretly lived in my parents room. 2811 02:03:10,132 --> 02:03:12,259 Like that is the opener. 2812 02:03:12,259 --> 02:03:16,138 Because if it's anything else that apps dropping so we know for sure 2813 02:03:16,138 --> 02:03:18,641 we have to say verbatim what our title is. 2814 02:03:18,641 --> 02:03:19,642 And here's what's funny 2815 02:03:19,642 --> 02:03:23,270 we can't really change the title too much now because we baked it into the video. 2816 02:03:23,312 --> 02:03:24,355 Same thing with the thumbnail. 2817 02:03:24,355 --> 02:03:27,024 So like we want to make sure we match. So like, what's he doing? 2818 02:03:27,024 --> 02:03:28,067 He's hiding an event 2819 02:03:28,067 --> 02:03:29,902 so we can't really get him an event in real life, 2820 02:03:29,902 --> 02:03:33,030 but we can't get him in the place that he stayed at, which is like a secret wall. 2821 02:03:33,072 --> 02:03:33,572 Right? 2822 02:03:33,572 --> 02:03:35,741 And so he's like, I'm going to hide here in my parents, 2823 02:03:35,741 --> 02:03:38,244 and this is how I'm going to do it there. Just go straight into the building phase. 2824 02:03:38,244 --> 02:03:39,662 He's just building. Something's happening. 2825 02:03:39,662 --> 02:03:41,580 And then we try to keep this super short. 2826 02:03:41,580 --> 02:03:44,375 We try to really knock this like building face down as fast as possible. 2827 02:03:44,375 --> 02:03:46,252 But it's the conflict of his parents 2828 02:03:46,252 --> 02:03:48,629 being in the room and trying to hide, etc., etc. 2829 02:03:48,629 --> 02:03:51,632 and eventually we're just there and we're like, now we're like in it, right? 2830 02:03:51,632 --> 02:03:52,425 We're in the content. 2831 02:03:52,425 --> 02:03:53,384 And so anyways, 2832 02:03:53,384 --> 02:03:58,389 all that to say was like, this was, yeah, like to get here to a lot. 2833 02:03:58,389 --> 02:04:03,060 And once we're like finally there, we're just like, okay, what are we. 2834 02:04:03,185 --> 02:04:03,769 What do we miss? 2835 02:04:03,769 --> 02:04:05,229 Like what's not here. 2836 02:04:05,229 --> 02:04:07,148 What is not in this video. 2837 02:04:07,148 --> 02:04:08,524 You know what I mean. And so 2838 02:04:09,859 --> 02:04:12,403 there is like all right, let's hope for the best I hope 2839 02:04:12,403 --> 02:04:15,322 I hope we turn it all right because, like, we can't think of anything else. 2840 02:04:15,322 --> 02:04:17,867 That's just what it comes down to is like getting get it all season. 2841 02:04:17,867 --> 02:04:21,245 It seems like at this level there's like there's so much that goes into it. 2842 02:04:21,287 --> 02:04:22,037 People aren't 2843 02:04:22,037 --> 02:04:25,207 people don't probably don't realize, you know, everything you just said. 2844 02:04:25,249 --> 02:04:28,544 Like it's like, you know, there's hundreds of little, little tiny 2845 02:04:28,586 --> 02:04:33,382 things that go into perfecting and trying to get from 10 to 20. 2846 02:04:33,466 --> 02:04:35,843 And obviously idea was is the core part of it. 2847 02:04:35,843 --> 02:04:36,469 It's really important. 2848 02:04:36,469 --> 02:04:38,012 But then it's like all these other little things 2849 02:04:38,012 --> 02:04:41,724 that people probably look at a thumbnail and they don't even realize 2850 02:04:41,765 --> 02:04:45,686 they're not realizing the where the eye is looking or reading 2851 02:04:45,686 --> 02:04:48,731 left or right are these different things, how many views of that video get? 2852 02:04:48,772 --> 02:04:49,523 You know. 2853 02:04:49,523 --> 02:04:51,192 I think it's at 26 right now. 2854 02:04:51,192 --> 02:04:54,403 And how many impressions have you generated in total? 2855 02:04:54,612 --> 02:04:57,531 Billions. Man, it's hard to say for sure. 2856 02:04:57,531 --> 02:04:57,865 Yeah. 2857 02:04:57,865 --> 02:05:00,868 I mean, I would say. Over a. Billion views. 2858 02:05:00,868 --> 02:05:05,331 I know I, I stopped counting around 2.5 billion. 2859 02:05:05,331 --> 02:05:07,249 2.5 billion views. 2860 02:05:07,249 --> 02:05:10,669 And so I just call it three and just call it a day because 2861 02:05:10,836 --> 02:05:12,004 I just don't want to keep adding to this. 2862 02:05:12,004 --> 02:05:14,757 I don't know, like it's I don't know how anyone else is keeping track. 2863 02:05:14,757 --> 02:05:16,342 I don't know if it isn't some kind of like. 2864 02:05:16,342 --> 02:05:19,345 So it's probably tens or hundreds of billions of impressions. 2865 02:05:19,553 --> 02:05:20,721 Yeah. We have for yet. 2866 02:05:20,721 --> 02:05:24,767 Jesus and you work with some of the top YouTubers in the game. 2867 02:05:25,017 --> 02:05:28,062 How much of the biggest YouTuber you work with make in a month 2868 02:05:28,062 --> 02:05:31,232 without saying the name, but can you say the amount can be? 2869 02:05:31,273 --> 02:05:32,816 Is it six figures? 2870 02:05:32,816 --> 02:05:33,442 Seven figures? 2871 02:05:33,442 --> 02:05:34,401 Eight figures? 2872 02:05:34,401 --> 02:05:36,570 What are we talking in one month? 2873 02:05:36,570 --> 02:05:40,658 So I won't say who or what we're talking about. 2874 02:05:40,866 --> 02:05:44,870 And it's probably no one I mentioned thus far, right. 2875 02:05:44,912 --> 02:05:46,121 So we don't really know. 2876 02:05:46,121 --> 02:05:52,628 But let's just say if you're a high view channel and you're in the top 200, 2877 02:05:52,795 --> 02:05:57,383 you are definitely making over $1 million per month. 2878 02:05:57,424 --> 02:05:58,592 Over a million per month. 2879 02:05:58,592 --> 02:06:00,761 If you're in the top 200, like I, 2880 02:06:00,761 --> 02:06:03,305 if you're not, you're doing something very wrong in my opinion. 2881 02:06:03,305 --> 02:06:04,139 Like that's 2882 02:06:04,139 --> 02:06:09,186 that's the constant number I see if you're like consistently over in the top 200. 2883 02:06:09,270 --> 02:06:10,938 Yeah. And it's like where is that coming from? 2884 02:06:10,938 --> 02:06:13,524 I'm like, the truth is dude, a lot of it's from AdSense. 2885 02:06:13,524 --> 02:06:14,567 Like wow. 2886 02:06:14,567 --> 02:06:14,942 Yeah. 2887 02:06:14,942 --> 02:06:18,195 It's so like when you add sponsors and stuff on top of that. 2888 02:06:18,946 --> 02:06:20,239 Yeah. It can be pretty nice. 2889 02:06:20,239 --> 02:06:24,910 So yeah, any, any vague person in the top 200 can make anything like okay. 2890 02:06:24,910 --> 02:06:28,789 What's something that you do that no other YouTube strategist does? 2891 02:06:28,789 --> 02:06:30,624 I think a lot of them I talked about where it's like 2892 02:06:30,624 --> 02:06:33,711 the big one is I try to find ideation upsetting YouTube. 2893 02:06:33,711 --> 02:06:36,005 Because I remember Chucky one day. 2894 02:06:36,005 --> 02:06:39,216 He's at the time was Jimmy's, like, main packaging guy. 2895 02:06:39,258 --> 02:06:40,259 I know he's, like, probably 2896 02:06:40,259 --> 02:06:45,639 higher up the company at this point, but he, he had this Sky 2897 02:06:45,764 --> 02:06:49,143 God's eye idea of a thumbnail that he saw from the show severance. 2898 02:06:49,143 --> 02:06:51,270 And I remember being like, wait a minute. 2899 02:06:51,270 --> 02:06:55,190 Like, if you're gonna innovate out like YouTube, you can't look at YouTube. 2900 02:06:55,399 --> 02:06:57,776 You got to look outside of YouTube. Now, that's what that taught me. 2901 02:06:57,776 --> 02:06:59,320 And I was like, okay, so that's what I do now. 2902 02:06:59,320 --> 02:07:02,573 Like now I'm like, I really use YouTube's my last resource. 2903 02:07:02,573 --> 02:07:04,658 Like, I have to be really like swing by a barrel 2904 02:07:04,658 --> 02:07:06,660 and come back to YouTube for inspiration. 2905 02:07:06,660 --> 02:07:07,870 I like to really find like 2906 02:07:07,870 --> 02:07:09,913 like I said, like I like movies, like TV shows, like books. 2907 02:07:09,913 --> 02:07:12,499 I like just all forms of information about how to use it 2908 02:07:12,499 --> 02:07:14,460 because I'm like, no one has done that for sure. 2909 02:07:14,460 --> 02:07:15,461 Like, because most of the time they're 2910 02:07:15,461 --> 02:07:17,129 just like on scrolling YouTube all day, right? 2911 02:07:17,129 --> 02:07:19,882 To find ideas and like Twitter is actually a big one. 2912 02:07:19,882 --> 02:07:23,010 Like there's a lot of like images that people post and I'm like, 2913 02:07:23,010 --> 02:07:25,638 oh, wait a minute, I can be a thumbnail feature, change a few things, you know? 2914 02:07:25,638 --> 02:07:28,140 So I have yet to hear anyone say anything like that. 2915 02:07:28,140 --> 02:07:30,225 Usually they just take inspiration from other videos, which is great. 2916 02:07:30,225 --> 02:07:34,271 Like it works, but like, you know, especially if you're at 10 million, 2917 02:07:34,605 --> 02:07:37,941 you have 10 million per episode and you're trying to get higher than that. 2918 02:07:37,983 --> 02:07:40,944 Yeah, you kind of now you got to start like really like, you know, 2919 02:07:40,944 --> 02:07:43,864 getting getting deep in the weeds outside of the tube to get there because, 2920 02:07:43,864 --> 02:07:47,034 I mean, I remember like some people on certain team working on where I was like, 2921 02:07:47,660 --> 02:07:50,663 they were saying like they can't use normal tools that everyone uses 2922 02:07:50,663 --> 02:07:54,708 because like, we're not going to get, you know, 10 million views plus doing that. 2923 02:07:55,084 --> 02:07:55,959 I heard Mr. 2924 02:07:55,959 --> 02:07:58,003 Beast Team tried to hire you. Yeah. 2925 02:07:58,003 --> 02:08:01,757 So yeah, I mean, you know, they I forgot, like, 2926 02:08:01,757 --> 02:08:04,760 where it started because I sent a couple of applications along back. 2927 02:08:04,760 --> 02:08:08,472 And so one day I got an email from them and we met. 2928 02:08:08,514 --> 02:08:09,181 We had an interview. 2929 02:08:09,181 --> 02:08:09,848 It was good. 2930 02:08:09,848 --> 02:08:12,393 And I met with Tyler and he was like, cool, let's get you a vibe check. 2931 02:08:12,393 --> 02:08:14,436 And I got to fly out there. 2932 02:08:14,436 --> 02:08:15,312 It was awesome. 2933 02:08:15,312 --> 02:08:17,356 And it was like getting to meet their team was really great, 2934 02:08:17,356 --> 02:08:20,067 and I talked to so many people that were just so smart. 2935 02:08:20,067 --> 02:08:20,609 It was just like, 2936 02:08:20,609 --> 02:08:24,363 I mean, I spent like literally at 1.6 hours talking to one person. 2937 02:08:24,405 --> 02:08:26,824 Yeah, it was it was wonderful. It was awesome. 2938 02:08:26,824 --> 02:08:29,284 All those guys are really great, really hard working people. 2939 02:08:29,284 --> 02:08:32,913 And it was just like, really like, man, I really had to like, decide, like, 2940 02:08:32,913 --> 02:08:35,249 do I want to keep going the rest of going, or do I want to go here? 2941 02:08:35,249 --> 02:08:36,750 Because I was just like it was tempted. 2942 02:08:36,750 --> 02:08:39,586 But once I kind of thought over it, like, 2943 02:08:39,586 --> 02:08:43,465 I think I had one more thing I had to do, and I really just botched it. 2944 02:08:43,465 --> 02:08:47,344 Like I really didn't do a good job or try it all, which is why they didn't 2945 02:08:47,344 --> 02:08:48,971 call me back or anything, which is like, yeah, totally. 2946 02:08:48,971 --> 02:08:51,014 Because I that point, I just, I think I just decided, like, 2947 02:08:51,014 --> 02:08:52,808 I don't know if I don't think I really want this, 2948 02:08:52,808 --> 02:08:55,894 like as much as I love what I do, I think like such a big company, 2949 02:08:55,936 --> 02:08:58,063 everything about them is just freaking awesome. 2950 02:08:58,063 --> 02:08:59,940 But I think at the end of the day, I just like 2951 02:08:59,940 --> 02:09:03,193 I think I've just rather done my own thing because it's a huge commitment. 2952 02:09:03,193 --> 02:09:07,698 I got a family and I had like fly out to North Carolina to work with them. 2953 02:09:08,115 --> 02:09:09,783 They require you to fly and live there. 2954 02:09:09,783 --> 02:09:11,493 Yeah, yeah, because the job title was pretty. 2955 02:09:11,493 --> 02:09:13,787 Director of the. Channel in person. Yeah, yeah, yeah. 2956 02:09:13,787 --> 02:09:16,415 Because like, you're literally directing the videos there uploaded. Right. 2957 02:09:16,415 --> 02:09:17,499 And so yeah. 2958 02:09:17,499 --> 02:09:21,420 And it's yeah, it's a lot like it's a lot of work even for like me 2959 02:09:21,420 --> 02:09:24,173 because I think I'm a hard worker maybe done like she's like this. 2960 02:09:24,173 --> 02:09:27,009 Is, are they putting in like 16 hour days or something or what are they doing. 2961 02:09:27,009 --> 02:09:29,052 I don't know if they take the job really. 2962 02:09:29,052 --> 02:09:29,428 Like 2963 02:09:29,428 --> 02:09:30,471 I don't really know, like 2964 02:09:30,471 --> 02:09:32,222 but just from what I hear, what I'm seeing, 2965 02:09:32,222 --> 02:09:34,266 it's like, it just looks like this is all they do. 2966 02:09:34,266 --> 02:09:36,101 Like, I remember you, Tyler said in an interview. 2967 02:09:36,101 --> 02:09:38,979 Like, he's like, I skipped, like, Six Christmases to be here, right? 2968 02:09:38,979 --> 02:09:40,564 And it's like, yeah, 2969 02:09:40,564 --> 02:09:42,941 like that's those are people that are super dedicated to what they do. 2970 02:09:42,941 --> 02:09:45,903 And it's like when they're number one, it's like, I mean, props to them. 2971 02:09:45,903 --> 02:09:47,446 Like they deserve it, you know? 2972 02:09:47,446 --> 02:09:49,239 But I think at the end of day, I was just like, 2973 02:09:49,239 --> 02:09:51,867 I just wanted to have some of those mind that I did. 2974 02:09:51,867 --> 02:09:54,745 And just like, that was 25 and I was single. 2975 02:09:54,745 --> 02:09:56,955 I was like, fuck yeah. Like, let's do it. Like, I don't care. 2976 02:09:56,955 --> 02:09:59,833 Like, hell yeah, that sounds great. But this is the place that I was in my life. 2977 02:09:59,833 --> 02:10:01,293 I just really didn't make sense of it. 2978 02:10:01,293 --> 02:10:03,045 Is that what's required at this level? 2979 02:10:03,045 --> 02:10:06,048 If you're at 10 million views and you want to get to 2130, 2980 02:10:06,089 --> 02:10:08,967 does it require that obsessiveness, like from the clients 2981 02:10:08,967 --> 02:10:12,721 that you've worked with, or do you see some that have their family life, life 2982 02:10:12,721 --> 02:10:16,934 with friends life, life outside of work, or are they just obsessed at this level? 2983 02:10:16,975 --> 02:10:17,893 Yeah. No way. 2984 02:10:17,893 --> 02:10:21,980 Like you do not like work life balance is not existent. 2985 02:10:22,147 --> 02:10:27,069 If you were at 10 million plus like you do this 2986 02:10:27,069 --> 02:10:33,075 almost only or you are like a genius and you got a great team who does it for you. 2987 02:10:33,075 --> 02:10:37,913 But I guarantee you though, those people with a great team, their platform away, 2988 02:10:38,288 --> 02:10:42,543 like they're getting 15 mil, but they're stuck at 15 because no matter, 2989 02:10:42,543 --> 02:10:44,837 I don't care how good your team is, I don't care how good they are. 2990 02:10:44,837 --> 02:10:47,464 They don't want this to succeed as badly as you do. Right? 2991 02:10:47,464 --> 02:10:48,924 Because the other day this is their job. 2992 02:10:48,924 --> 02:10:50,551 But for you, this is your life. 2993 02:10:50,551 --> 02:10:52,511 And so, like you, you know, you're an entrepreneur, right? 2994 02:10:52,511 --> 02:10:55,138 It's like no one and no employee you hire is like, 2995 02:10:55,138 --> 02:10:56,390 I'm going to make sure you make 2996 02:10:56,390 --> 02:10:58,600 100 million of avenues, like, no one gives a shit, right? 2997 02:10:58,600 --> 02:11:00,561 You're the one that's like, why are we not kidding? 2998 02:11:00,561 --> 02:11:01,728 Why are we not getting this goal? 2999 02:11:01,728 --> 02:11:06,275 And if you don't have that person for fronting the standard, then you're not 3000 02:11:06,525 --> 02:11:07,109 you're not growing. 3001 02:11:07,109 --> 02:11:09,611 You're going to be plateaued that one of these very high numbers. 3002 02:11:09,611 --> 02:11:11,113 But you will plateau. 3003 02:11:11,113 --> 02:11:15,951 I think you've said there's not a single job you haven't done on a YouTube channel. 3004 02:11:15,951 --> 02:11:16,743 Yeah. 3005 02:11:16,743 --> 02:11:21,915 What are the five biggest lessons most people miss without that experience? 3006 02:11:21,915 --> 02:11:24,918 there's a lot of micro stuff that people miss all the time. 3007 02:11:25,127 --> 02:11:26,503 Like, a lot of people don't understand 3008 02:11:26,503 --> 02:11:29,047 how hard a job is until they've done it themselves. 3009 02:11:29,047 --> 02:11:31,842 So it's easy to like, you know, be higher up in demand, like, 3010 02:11:31,842 --> 02:11:34,928 I want this x, Y, and Z at this time or whatever, but you don't realize, like, 3011 02:11:34,928 --> 02:11:37,723 what you're asking for is going to cost a lot. 3012 02:11:37,723 --> 02:11:40,225 And that's something that I've like, I've edited so often. 3013 02:11:40,225 --> 02:11:44,187 And so I know when I'm like, I'm asking a lot of someone 3014 02:11:44,229 --> 02:11:46,982 and I'll try to be like, hey, look like I live this week. 3015 02:11:46,982 --> 02:11:50,652 I was like, look, the client needs the edit we needed by Friday. 3016 02:11:50,694 --> 02:11:52,195 I just needed by that time. 3017 02:11:52,195 --> 02:11:53,655 And I'm aware that's like a lot. 3018 02:11:53,655 --> 02:11:56,033 And so like, I try to like give them some grace with them. 3019 02:11:56,033 --> 02:11:57,367 Some like room. Right. 3020 02:11:57,367 --> 02:12:00,037 But like the truth is it's sometimes it's like, 3021 02:12:00,037 --> 02:12:01,496 you know, you just that's just something you need. 3022 02:12:01,496 --> 02:12:04,333 And I that's probably the difference is I'm not gonna be like, cool. 3023 02:12:04,333 --> 02:12:05,375 Like, this is the future. 3024 02:12:05,375 --> 02:12:07,252 We do these crazy timelines. Good luck. 3025 02:12:07,252 --> 02:12:10,255 I'm a friend of do that because I'm aware of how hard this is. 3026 02:12:10,255 --> 02:12:15,177 That being said, they'll also know when someone is not an employer. 3027 02:12:15,218 --> 02:12:15,969 Right? 3028 02:12:15,969 --> 02:12:19,514 And the truth is, like a players are hard to find 3029 02:12:19,514 --> 02:12:21,391 because most people don't want to be a players. 3030 02:12:21,391 --> 02:12:22,476 Like it's as simple as that. 3031 02:12:22,476 --> 02:12:26,104 And it might sound harsh to anyone who's like, you know, no, I'm different. 3032 02:12:26,104 --> 02:12:26,438 Whatever. 3033 02:12:26,438 --> 02:12:29,149 But like, the truth is, like, you know, if you're an A player, like, 3034 02:12:29,149 --> 02:12:32,694 you know, work hours, like work life balance, that stuff is like, that's like, 3035 02:12:32,736 --> 02:12:34,363 you know, optional, right? 3036 02:12:34,363 --> 02:12:37,574 You're just like, I can I can do that, or I can just go back to work and just like, 3037 02:12:37,574 --> 02:12:38,909 give a wrestling. Right. 3038 02:12:38,909 --> 02:12:42,079 And so that no one, no one in the right mindset work that hard. 3039 02:12:42,079 --> 02:12:43,372 That's just that's crazy. 3040 02:12:43,372 --> 02:12:46,458 And so I think like when you've done all those jobs, 3041 02:12:46,458 --> 02:12:48,293 you know, when a player who needs it, when you see one 3042 02:12:48,293 --> 02:12:50,545 and that's like the thing that I have been like really lucky with. 3043 02:12:50,545 --> 02:12:53,548 It's like when I get one I'm like, we like, wouldn't do it. 3044 02:12:53,548 --> 02:12:56,385 Like, I will get you whatever you need because I want you that bad 3045 02:12:56,385 --> 02:12:58,303 versus like, oh, the video looks pretty good. 3046 02:12:58,303 --> 02:13:00,013 Let's pay the next amount and see how it does 3047 02:13:00,013 --> 02:13:01,932 and be like, oh, if they're not delivering stuff on time, 3048 02:13:01,932 --> 02:13:05,268 or there's all these mistakes how to fix and like I can just see that model, right. 3049 02:13:05,268 --> 02:13:06,561 And I just like yeah. 3050 02:13:06,561 --> 02:13:09,690 Like when I'm, when I'm pretty cool, I go on time for a sort of What wins 3051 02:13:09,690 --> 02:13:15,445 more often a great idea packaged okay, okay, an okay idea, but package. 3052 02:13:15,445 --> 02:13:16,279 Great. 3053 02:13:16,279 --> 02:13:18,949 it depends on your view count if you're trying to get to ten mil. 3054 02:13:18,949 --> 02:13:21,410 I mean, better idea. 3055 02:13:21,410 --> 02:13:23,036 That's going to probably get you though sooner, 3056 02:13:23,036 --> 02:13:27,290 but if you're trying to get 100 K like decent a gig, great package is there. 3057 02:13:27,374 --> 02:13:29,835 And yeah. 3058 02:13:29,835 --> 02:13:32,212 Because like the end of the day, like the idea is that they do the video. 3059 02:13:32,212 --> 02:13:37,092 So like they'll click and they'll watch but like 100 K type watch right. 3060 02:13:37,134 --> 02:13:40,137 Which means like five minutes to drop off but 10 million 3061 02:13:40,178 --> 02:13:43,181 like they're watching 80 to 90% of that video. 3062 02:13:43,223 --> 02:13:44,349 And like. 3063 02:13:44,349 --> 02:13:45,600 That's all idea. 3064 02:13:45,600 --> 02:13:47,894 Yeah. Yeah. And that's all in the idea right. 3065 02:13:47,894 --> 02:13:50,981 And so shoot I, I it's hard to see a world 3066 02:13:50,981 --> 02:13:54,317 where you have not very good packaging get to be used with a good idea. 3067 02:13:54,317 --> 02:13:58,030 To me, I imagine, like you must have done something accidentally right 3068 02:13:58,071 --> 02:14:01,408 in the packaging because or the ideas are so literally that they're, you know. 3069 02:14:01,408 --> 02:14:03,535 Where do you think YouTube's heading in the next five years? 3070 02:14:03,535 --> 02:14:05,871 Who's going to be the next MrBeast? 3071 02:14:05,871 --> 02:14:08,123 The next Mister Beast man? Oh, yeah. 3072 02:14:08,123 --> 02:14:10,959 That is they're actually going to be an animation. 3073 02:14:10,959 --> 02:14:14,046 So you'll see this with like a lot of animation channels right now. 3074 02:14:14,087 --> 02:14:17,257 They're like, I mean, you know, the numbers are absolutely 3075 02:14:17,424 --> 02:14:18,300 like Digital Circus. 3076 02:14:18,300 --> 02:14:19,551 And a great example. 3077 02:14:19,551 --> 02:14:21,303 Numbers are freaking crushing. 3078 02:14:21,303 --> 02:14:22,345 Like absolutely dominate. 3079 02:14:22,345 --> 02:14:26,016 So I think it's why these actually made an animation channel. 3080 02:14:26,099 --> 02:14:28,810 And I talked to producer about it. 3081 02:14:28,810 --> 02:14:30,896 And we were kind of like thinking the same thing where it's like, 3082 02:14:30,896 --> 02:14:34,691 this could be like as big as any main channel there other company, 3083 02:14:34,733 --> 02:14:38,403 you know, and that's really like, like the reason 3084 02:14:38,403 --> 02:14:43,075 why is not as complicated as it might seem like animation is a universal. 3085 02:14:43,075 --> 02:14:45,994 There's a reason why Pixar is one of the biggest companies 3086 02:14:45,994 --> 02:14:48,663 Steve Jobs made, even though he's freaking Steve Jobs. Right? 3087 02:14:48,663 --> 02:14:49,956 It's because, like, 3088 02:14:49,956 --> 02:14:52,959 if you're a kid, you love animation, you're adult, you do it right. 3089 02:14:52,959 --> 02:14:54,795 You also love animation. 3090 02:14:54,795 --> 02:14:58,298 There is animation that are just strictly for adults that kids watch. 3091 02:14:58,298 --> 02:15:00,300 There is animation strictly for kids that are dolts 3092 02:15:00,300 --> 02:15:04,054 watch like the broadness and the appeal is so high. 3093 02:15:04,262 --> 02:15:09,684 The hard part was the ability to make animation is so expensive. 3094 02:15:09,726 --> 02:15:13,396 But as you know, tools are getting cheaper and eyes to be better all of a sudden. 3095 02:15:13,438 --> 02:15:17,192 Hey, I can I know a buddy of mine who's making an animation channel right 3096 02:15:17,192 --> 02:15:19,277 now, and he's, like, crushing it. 3097 02:15:19,277 --> 02:15:20,987 Like he's crushing it with you use crushing the money 3098 02:15:20,987 --> 02:15:22,572 and it's just purely animated. Video. 3099 02:15:22,572 --> 02:15:25,158 He makes like once a month and the animation is good. 3100 02:15:25,158 --> 02:15:27,160 It's not like the like it's not like Pixar level, like 3101 02:15:27,160 --> 02:15:29,496 most expensive being like Digital Circus or anything, but it's good. 3102 02:15:29,496 --> 02:15:33,208 And also you're like, oh, I wonder if you got really good. 3103 02:15:33,250 --> 02:15:36,545 Like, could it get 20, 30 to 40, 5000 million views? 3104 02:15:36,545 --> 02:15:37,796 And I'm like, oh, absolutely. 3105 02:15:37,796 --> 02:15:41,174 Like you get 100 years on the animation, like, no problem. 3106 02:15:41,424 --> 02:15:43,844 This is the most appealing and it's just understanding. 3107 02:15:43,844 --> 02:15:46,471 Like there will be caps on types of audiences you get. 3108 02:15:46,471 --> 02:15:49,599 So like, I know a guy who makes these like horror 3109 02:15:49,641 --> 02:15:54,729 type animations, and they could cap anywhere 3110 02:15:54,729 --> 02:15:58,233 between like 20 to 50mg said they do pretty good. 3111 02:15:58,233 --> 02:16:00,694 And other guys like one of these like made a video called. 3112 02:16:00,694 --> 02:16:04,698 I think it was like I made a robot in my lab or something like that. 3113 02:16:04,698 --> 02:16:06,324 And that video ought the gate 3114 02:16:06,324 --> 02:16:08,702 got 10 million views, I think in like two months maybe. 3115 02:16:08,702 --> 02:16:11,830 And so the next roster beast is the person who crafts 3116 02:16:11,830 --> 02:16:15,542 the animation code, like, no question about it. 3117 02:16:15,584 --> 02:16:16,668 Like your ideas, 3118 02:16:16,668 --> 02:16:20,547 any crazy idea you have can come to life without being more than a computer render. 3119 02:16:20,672 --> 02:16:23,425 Jake. Brian, thank you so much for coming on Dakota Genius. 3120 02:16:23,425 --> 02:16:24,593 Thanks, man. Appreciate being here.