Latest / Influencer Confidential / How to Go Viral in 2026 | Content Strategy Secrets with Conar from One Peak Creative

Transcript

How to Go Viral in 2026 | Content Strategy Secrets with Conar from One Peak Creative · Influencer Confidential

• 0:00
  Speaker 1: You guys today's episode. I don't like to play favorites
• 0:04
  Speaker 1: because it's just not my style. But when I tell you,
• 0:06
  Speaker 1: this conversation was so beyond amazing, andsightful, refreshing all the things,
• 0:12
  Speaker 1: and as a podcast host like I loved it. I
• 0:15
  Speaker 1: can't wait for you guys to meet Connor Fair. Connor
• 0:18
  Speaker 1: is part of the One Peak Creative team. So here's
• 0:21
  Speaker 1: the thing. One Peak Creative really specializes on viral videos.
• 0:25
  Speaker 1: They go really deep on all things hooks, contents, growth, virality.
• 0:29
  Speaker 1: But the way he explains it is so natural and
• 0:32
  Speaker 1: it's almost like, what why didn't I think of that.
• 0:34
  Speaker 1: They've actually helped over one hundred and fifty thousand students
• 0:37
  Speaker 1: make short form video, especially when it comes to TikTok
• 0:40
  Speaker 1: and reels, and they personally have generated billions of views.
• 0:45
  Speaker 1: So cool about Connor's and his team is that they've
• 0:47
  Speaker 1: produced campaigns for companies like Pepsi and Doritos and Hasbro,
• 0:51
  Speaker 1: so they have this background understanding the brand side as
• 0:55
  Speaker 1: well and what it takes to create these types of
• 0:57
  Speaker 1: content campaigns and ultimately see it. Their team has figured
• 1:01
  Speaker 1: out the key to going viral, and I know that
• 1:04
  Speaker 1: is something so many of you guys want to learn
• 1:06
  Speaker 1: about and I think Connor and his episode is going
• 1:09
  Speaker 1: to break it down for us. And let me just
• 1:11
  Speaker 1: tell you, you guys are in for a treat. I'm
• 1:13
  Speaker 1: so excited for you to meet Connor and to be
• 1:15
  Speaker 1: introduced to the one Peak creative team. They definitely have
• 1:18
  Speaker 1: the framework and proven receipts on helping creators go viral
• 1:23
  Speaker 1: and I can't wait for you guys to meet him
• 1:24
  Speaker 1: and his amazing company. Thanks so much for joining us
• 1:27
  Speaker 1: here at Influencer Confidential. We are so pumped to have
• 1:30
  Speaker 1: you to pick your brain to talk about all the
• 1:33
  Speaker 1: things that I think you're going to be able to
• 1:34
  Speaker 1: bring to our community here at Sidewalker.
• 1:36
  Speaker 2: So welcome, Thank you so much for having me.
• 1:38
  Speaker 3: I'm obviously super stoked to be here and have the
• 1:40
  Speaker 3: opportunity to speak to your community.
• 1:42
  Speaker 2: So stoke to dive into this.
• 1:44
  Speaker 1: Let's start with like, you know, I know people are
• 1:47
  Speaker 1: really hungry to learn about virality and obviously that's something
• 1:52
  Speaker 1: that you guys just fig I feel like you guys
• 1:54
  Speaker 1: have cracked the code. Your content is amazing. You guys
• 1:56
  Speaker 1: know how to storytell, like you're just great at all
• 1:58
  Speaker 1: of it. The hooks all content things in my community knows.
• 2:01
  Speaker 1: Like I often joke, I'm like, do not come to
• 2:03
  Speaker 1: me for this, you guys, like I cannot even edit
• 2:05
  Speaker 1: a video. Come to me when the brand knocks on
• 2:07
  Speaker 1: your door and you want to monetize it, like I'm
• 2:09
  Speaker 1: your girl, but don't come to me for content. And
• 2:11
  Speaker 1: that's why I wanted to bring in you, Connor, because
• 2:12
  Speaker 1: I feel like you and your whole team, like you guys, eat, breathe,
• 2:15
  Speaker 1: and live it like you guys are these creators that
• 2:18
  Speaker 1: like understand. So sometimes I'll hear things like going viral
• 2:23
  Speaker 1: is like lucky, Like it's like it's luck, you know,
• 2:26
  Speaker 1: And I'm sure you would be like, no, girl, it's strategy,
• 2:29
  Speaker 1: like you probably have like this understanding. Can you talk
• 2:32
  Speaker 1: to us a little bit about like this myth of
• 2:34
  Speaker 1: virality being luck versus intention and like thinking about content
• 2:39
  Speaker 1: and the way that you and your team do.
• 2:40
  Speaker 3: I mean transparently to me, it's really surprising that people
• 2:44
  Speaker 3: in twenty twenty six would still think that. I honestly
• 2:47
  Speaker 3: didn't even realize that some people still had that opinion,
• 2:50
  Speaker 3: just because it's been proven so many times and in
• 2:53
  Speaker 3: so many ways that it's not luck, and that there
• 2:55
  Speaker 3: is very clearly strategy behind it. I can speak a
• 2:59
  Speaker 3: little bit too how we first discovered that strategy and
• 3:03
  Speaker 3: like what it's turned into today, because I think that's
• 3:05
  Speaker 3: the most important kind of piece of this puzzle, because
• 3:08
  Speaker 3: to really go back, I mean, I've only been like
• 3:10
  Speaker 3: a true I guess content creator for the last five years,
• 3:13
  Speaker 3: and if we really go back before that, like at
• 3:16
  Speaker 3: one point out of high school, I was an electrician
• 3:18
  Speaker 3: and just working in the trades, and so I never
• 3:21
  Speaker 3: necessarily thought that this would be the life that I
• 3:23
  Speaker 3: would create. And so it's all been possible because there
• 3:28
  Speaker 3: is a strategy behind it and because there is a
• 3:31
  Speaker 3: viral format and formula, and the way that we first
• 3:34
  Speaker 3: discovered that was through.
• 3:38
  Speaker 2: COVID.
• 3:38
  Speaker 3: Through that whole episode, our business we were running a
• 3:42
  Speaker 3: video production company. Overnight, we lost like five hundred thousand
• 3:45
  Speaker 3: dollars almost in contracts, and we just like weren't able
• 3:48
  Speaker 3: to operate as a video production company anymore. So the
• 3:50
  Speaker 3: only option we had at that time was like, Okay,
• 3:52
  Speaker 3: if we can't have talent and we can't work with
• 3:55
  Speaker 3: actors or have anybody else on set, like all we're
• 3:57
  Speaker 3: left with is ourselves. It was my self, Glenn, and Meg,
• 4:00
  Speaker 3: the three founders of one Peak, and so we challenged
• 4:03
  Speaker 3: ourselves to just start creating content for social media every
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  Speaker 3: single day, and we did this whole campaign called ad
• 4:09
  Speaker 3: Selation because at the time we're a video production agency.
• 4:12
  Speaker 3: We made ads for brands and we just documented the
• 4:14
  Speaker 3: behind the scenes. Every single day. We would wake up, conceptualize, write, shoot, edit,
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  Speaker 3: and release a polished ad to Instagram within twenty four
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  Speaker 3: hours every day at eight pm, no matter what, it
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  Speaker 3: had to go out, even if it was the cringiest
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  Speaker 3: thing we'd ever done, and.
• 4:27
  Speaker 2: The first few were very very cringey.
• 4:29
  Speaker 3: Like I hate it's so hard you look at and
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  Speaker 3: so through doing that, this was the time when everybody
• 4:37
  Speaker 3: was kind of getting on TikTok. It was just this
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  Speaker 3: new app that took over because everybody was at home
• 4:42
  Speaker 3: and they had nothing to do, and it was this
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  Speaker 3: fun new app where you could dance to mute different
• 4:47
  Speaker 3: music on and that's really what it was at the time.
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  Speaker 3: And so as that was becoming popular and we were
• 4:53
  Speaker 3: doing this campaign on Instagram, we were just thinking, if
• 4:56
  Speaker 3: we're making content for Instagram, we should throw a couple
• 4:58
  Speaker 3: things on this new TikTok app as well well. And
• 5:00
  Speaker 3: this is what really revolutionized the entire creator economy is
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  Speaker 3: Instagram or TikTok's algorithm completely changed the game for creators
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  Speaker 3: because we posted for thirty days straight on Instagram and
• 5:13
  Speaker 3: had a cumulative view count of still like less than
• 5:16
  Speaker 3: a million views. And this is after one of our
• 5:19
  Speaker 3: videos got shared by Ryan Reynolds and Blake Lively. We
• 5:22
  Speaker 3: still all of the videos we created had less than
• 5:25
  Speaker 3: a million views. We posted one video to TikTok in
• 5:28
  Speaker 3: that same time period that had over a million views
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  Speaker 3: and it took us five minutes to create. And that
• 5:33
  Speaker 3: was the moment for us that I think was such
• 5:35
  Speaker 3: an aha moment because we had zero followers on TikTok
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  Speaker 3: at the time and it was a totally new app
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  Speaker 3: and to be able to have no following and reach
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  Speaker 3: that many people with a video, it was a light
• 5:47
  Speaker 3: bulb moment for us where we realized, Okay, this algorithm
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  Speaker 3: is different. You don't have to have an audience to
• 5:53
  Speaker 3: be able to reach people around the world, and it's
• 5:57
  Speaker 3: completely based on merit. That's why it changed everything is
• 6:01
  Speaker 3: because TikTok was the first one to have an algorithm
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  Speaker 3: that was based specifically on watch time, because when you
• 6:08
  Speaker 3: think about how we interact with social media, a lot
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  Speaker 3: of people are passive scrollers. We only scroll and watch.
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  Speaker 3: We don't necessarily like, we don't comment, we don't engage.
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  Speaker 3: A lot of people don't engage when they're on social media.
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  Speaker 3: So the only way the app knows whether a piece
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  Speaker 3: of content is good or not is if somebody watched
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  Speaker 3: to the very end of the video. That's the only signal.
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  Speaker 3: TikTok was the first one to pick up on that,
• 6:32
  Speaker 3: and so if people watched all the way to the
• 6:34
  Speaker 3: end of your video, it would get served to a
• 6:36
  Speaker 3: larger and larger and larger audience. Now all of the
• 6:39
  Speaker 3: apps that's just standard on TikTok, on YouTube, on Instagram, Facebook,
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  Speaker 3: reels like they all do the same thing, and watch
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  Speaker 3: times the most important metric, But it was very new
• 6:48
  Speaker 3: at the time. So we leaned into that and we're
• 6:50
  Speaker 3: just like, if this is true. Our main goal is
• 6:53
  Speaker 3: just to hook people in and make sure they watched
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  Speaker 3: the very end of the video, and so in order
• 6:57
  Speaker 3: to do that, we made a bunch of different test accounts,
• 7:00
  Speaker 3: and we really wanted to prove this thesis to people
• 7:03
  Speaker 3: and so one of the things I remember that I
• 7:05
  Speaker 3: did at the time was, Okay, if this is true,
• 7:07
  Speaker 3: then I should be able to get paid to create
• 7:10
  Speaker 3: content doing something I love, which at the time for
• 7:13
  Speaker 3: me was golf. Like I love playing golf, but I'm
• 7:15
  Speaker 3: a terrible golfer. And so I was just thinking, if
• 7:18
  Speaker 3: I can prove that I can get paid to play
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  Speaker 3: golf from content creation starting with no following, this should
• 7:24
  Speaker 3: show anybody that this stuff works, that there is truly
• 7:27
  Speaker 3: a blueprint to creating viral videos. And so within a
• 7:30
  Speaker 3: couple of months, I was able to consistently get five
• 7:33
  Speaker 3: hundred thousand to a million views on my videos, and
• 7:35
  Speaker 3: I signed a partnership with Vice Golf, who was a
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  Speaker 3: direct to consumer golf brand out of Germany at the time,
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  Speaker 3: and they were just like, we love what you're doing.
• 7:44
  Speaker 3: We let us know what we can pay you, and
• 7:48
  Speaker 3: we just want to work with you no matter how
• 7:50
  Speaker 3: that looks like. We can tell your creative we want
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  Speaker 3: you to have the creative freedom. So I ended up
• 7:53
  Speaker 3: signing a deal with them where they would just pay
• 7:55
  Speaker 3: me five thousand dollars a month to do two videos,
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  Speaker 3: and there was no there was very very limited creative
• 8:02
  Speaker 3: red tape. They basically said, you're the creator, we know
• 8:04
  Speaker 3: that you know what you're doing. Please just feature our
• 8:07
  Speaker 3: clothing and our balls and your videos and we'll just
• 8:09
  Speaker 3: pay you. And that was such a crazy moment for
• 8:12
  Speaker 3: me because it was just like, this is just a
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  Speaker 3: fun hobby and I can make like a genuine living
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  Speaker 3: from it from creating content. And that was one of
• 8:19
  Speaker 3: our early case studies that we use to create the
• 8:23
  Speaker 3: TikTok and Reels creator course and prove that it worked.
• 8:27
  Speaker 3: And so we just did a bunch more of that
• 8:29
  Speaker 3: and then since then it's absolutely snowballed.
• 8:31
  Speaker 2: It's been almost three years.
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  Speaker 3: Since then, we have one hundred and seventy five thousand
• 8:35
  Speaker 3: students and we've just generated billions of views for people,
• 8:39
  Speaker 3: Like we have one individual student, maybe more than one now,
• 8:42
  Speaker 3: who's one student has generated over a billion views?
• 8:45
  Speaker 1: Insane. Okay, wait, I have a lot of things to say.
• 8:48
  Speaker 1: First of all, I love this concept of merit based content,
• 8:53
  Speaker 1: Like it just feels so fresh and rewarding and like
• 8:56
  Speaker 1: it's not because of the following, but it's because your
• 8:59
  Speaker 1: content's good. And sometimes I feel like people get it's
• 9:02
  Speaker 1: like we reward not mediocre content in a way like
• 9:05
  Speaker 1: or people have a hard time saying like, oh this
• 9:07
  Speaker 1: isn't strong, but like what you're saying is like, listen,
• 9:10
  Speaker 1: there is a watch. If the people are watching it,
• 9:11
  Speaker 1: it's like your content's good, You're gonna get rewarded. And
• 9:13
  Speaker 1: that just feels right. It feels like that's how it
• 9:16
  Speaker 1: should be. And it kind of creates a space where
• 9:18
  Speaker 1: like lazy content creation is not like it's it's not
• 9:22
  Speaker 1: a lazy person's game. It's like an active one. So
• 9:24
  Speaker 1: I really feel like it feels like a breath of
• 9:26
  Speaker 1: fresh air. And secondly, what you said about the engagement
• 9:30
  Speaker 1: is so true, Like I think about all first of
• 9:32
  Speaker 1: all as a business owner, Like I don't want my
• 9:34
  Speaker 1: community knowing what I liked, what I like commented on
• 9:37
  Speaker 1: Like I'm watching some funny ass crazy things and I'm
• 9:40
  Speaker 1: like if they saw that I like this, They're gonna
• 9:42
  Speaker 1: be like, who is.
• 9:43
  Speaker 2: What is wrong with you?
• 9:44
  Speaker 1: You unhinge totally like Lama's being shaved or something, and
• 9:49
  Speaker 1: I'm like, oh my god, I love it. So Like
• 9:51
  Speaker 1: the point is is people are not liking, people are
• 9:53
  Speaker 1: not commenting, they're print screening, they're taking the you know,
• 9:56
  Speaker 1: the link and sharing it. In a WhatsApp, but their
• 9:58
  Speaker 1: friends or they're sharing it because that still feels private.
• 10:02
  Speaker 1: And this idea of again watch time, watch time, watch
• 10:06
  Speaker 1: time being at the center of like of all hail metrics.
• 10:09
  Speaker 1: Like for you guys, it seems like watch time is king.
• 10:12
  Speaker 1: That is the focus. And with once watch time has
• 10:15
  Speaker 1: figured out, everything else kind of comes to fruition, right
• 10:18
  Speaker 1: Like once you kind of figure out how to get
• 10:20
  Speaker 1: your person to watch the video the way through the cards,
• 10:23
  Speaker 1: well the stars will align. Now. I know that you
• 10:26
  Speaker 1: guys obviously have programs and courses and all of that,
• 10:29
  Speaker 1: and I will link all of that below so that
• 10:30
  Speaker 1: our team who wants to dive deeper can But if
• 10:33
  Speaker 1: there was anything that you could, like coach us up
• 10:36
  Speaker 1: tip a strategy. I know we all hear things about
• 10:39
  Speaker 1: the hook and the opening three second and the text
• 10:42
  Speaker 1: on screen or the little shake er. You know, you
• 10:45
  Speaker 1: get fed all of this info on hooks, and sometimes
• 10:48
  Speaker 1: I feel like we make it over complicated. Like I
• 10:50
  Speaker 1: tell my students, there's a hook in your pitch, that
• 10:53
  Speaker 1: opening line of your pitch. That's a hook, right, Like
• 10:55
  Speaker 1: you want to hook people in. But maybe you could
• 10:58
  Speaker 1: talk to us lightly coach us up I'm like, what
• 11:00
  Speaker 1: is a strong format for opening up a video or
• 11:06
  Speaker 1: something that people can leave and take away and be
• 11:08
  Speaker 1: like like I'm going to apply that moving forward if
• 11:11
  Speaker 1: anything comes to mind.
• 11:12
  Speaker 2: One hundred percent, Yeah, I have. We have a framework
• 11:14
  Speaker 2: that we use for this.
• 11:15
  Speaker 3: And just to speak of this, like the philosophy that
• 11:18
  Speaker 3: I view it as is, when you're interacting on these
• 11:20
  Speaker 3: social media apps, I kind of like to think of
• 11:23
  Speaker 3: it as a marketplace, and you're a vendor, and so
• 11:25
  Speaker 3: you're not exchanging money, but you're exchanging attention and that
• 11:28
  Speaker 3: is like the most valuable currency on these social platforms.
• 11:32
  Speaker 3: So you have to kind of view it as a
• 11:33
  Speaker 3: sales transaction where you're promising that them that they're going
• 11:37
  Speaker 3: to get something worth their attention. And that's how every
• 11:41
  Speaker 3: video should really be structured from like a philosophical standpoint.
• 11:45
  Speaker 3: And so what that actually looks like in practice is
• 11:48
  Speaker 3: your hook is obviously just making them a promise. The
• 11:51
  Speaker 3: hook's designed to do two things, mainly, which is create
• 11:53
  Speaker 3: immense curiosity, but also create a promise that the time
• 11:57
  Speaker 3: they invest in your video will be worth it and
• 11:59
  Speaker 3: they will get a payoff.
• 12:00
  Speaker 2: And so when we're.
• 12:01
  Speaker 3: Creating our hooks, those are the two things that they
• 12:03
  Speaker 3: have to do. And the way to structure a video
• 12:06
  Speaker 3: is the hook and saving that payoff that you promised
• 12:09
  Speaker 3: in the hook for the very last two to three
• 12:11
  Speaker 3: seconds and then cutting the video. A lot of people
• 12:14
  Speaker 3: will bring the payoff to the middle of the video,
• 12:16
  Speaker 3: and the problem problem with that. Yeah, so the problem
• 12:18
  Speaker 3: with that is, oh, I've got the payoff, you're still talking,
• 12:21
  Speaker 3: but I don't care because you've revealed or like you've
• 12:23
  Speaker 3: relieved the tension. And what you're doing with your job
• 12:25
  Speaker 3: as a creator with your video is to create tension
• 12:28
  Speaker 3: in your audience. So whether that is you're creating curiosity,
• 12:32
  Speaker 3: you're you're explaining a thought that it's an open loop
• 12:35
  Speaker 3: and they need to close that loop. It's creating tension
• 12:37
  Speaker 3: in their brain, or whether maybe it's a like a
• 12:40
  Speaker 3: wait for it or prank format you're waiting to see
• 12:42
  Speaker 3: the reaction of the person. Whatever it is, whatever format
• 12:45
  Speaker 3: that you're creating for, you just need to make sure
• 12:48
  Speaker 3: that that payoff doesn't come until the very last two
• 12:50
  Speaker 3: to three seconds. And so amazing, we can we can,
• 12:54
  Speaker 3: which is like should be fairly obvious, but it's a struggle.
• 12:57
  Speaker 2: I mean, I get it. Wrong. Still, it's it takes
• 13:00
  Speaker 2: a lot of practice.
• 13:01
  Speaker 3: And wraps to really nail it, and it's something that
• 13:05
  Speaker 3: I think everybody should just consistently try to improve forever.
• 13:09
  Speaker 3: But so that's kind of just like the main thought
• 13:11
  Speaker 3: process behind it. And then if you want to get
• 13:13
  Speaker 3: a little bit more technical, when we're talking about hook specifically,
• 13:17
  Speaker 3: we view every every single video with there's five different
• 13:21
  Speaker 3: hook elements. We call it the five elements of a
• 13:22
  Speaker 3: great hook. And so there's the verbal hook, which is
• 13:25
  Speaker 3: what you speak to your camera, which is essentially the
• 13:28
  Speaker 3: main lever you're using to create curiosity. But then there's
• 13:32
  Speaker 3: also the text block, which is you use that to
• 13:36
  Speaker 3: add additional context to what you're saying. If somebody's scrolling
• 13:40
  Speaker 3: without audio on and they see the text block, is
• 13:42
  Speaker 3: that enough to give context and create curiosity to turn
• 13:45
  Speaker 3: the sound on and watch the video? And then there
• 13:47
  Speaker 3: is your visual hook, which is the thing you're talking about.
• 13:50
  Speaker 3: Like you'll see people who attach a mic to the
• 13:53
  Speaker 3: end of a pair of glasses or something, or shake
• 13:56
  Speaker 3: their cup, like those are small visual things. Even just
• 13:58
  Speaker 3: being in a beautiful back around on top of a
• 14:00
  Speaker 3: mountain with a sunset, that's a visual hook. So you're
• 14:03
  Speaker 3: thinking about the environment you're in, or the camera angle
• 14:07
  Speaker 3: you're using, or how you're actually technically filming it.
• 14:10
  Speaker 2: So that's the third element. And then there's the audio hook.
• 14:14
  Speaker 3: Not a lot of people really leverage this one, but
• 14:16
  Speaker 3: you can use a subtle sound design, so like a
• 14:19
  Speaker 3: riser or a ding notification or something that's going to
• 14:23
  Speaker 3: break the just like the scroll and grab their attention.
• 14:26
  Speaker 3: Something that's just it should still feel aligned with your video,
• 14:30
  Speaker 3: so it doesn't feel like gimmicky, but using sound design subtly,
• 14:34
  Speaker 3: whether it's the music or an actual sound effect, to
• 14:37
  Speaker 3: pull your viewers into the video in the first five seconds.
• 14:39
  Speaker 3: And then the final element of a great hook, which
• 14:42
  Speaker 3: we call kind of like the hail Mary, is your caption,
• 14:45
  Speaker 3: like the actual caption, the piece of copy that you're
• 14:47
  Speaker 3: posting with your video. Because a lot of people will
• 14:51
  Speaker 3: look at the video, they'll read the text block and
• 14:54
  Speaker 3: then still they won't care, and they'll they'll still read
• 14:56
  Speaker 3: the caption before they scroll. So if your caption alludes
• 14:59
  Speaker 3: to the fact that something interesting is going to happen
• 15:02
  Speaker 3: in the video, if they watch, that's the final opportunity
• 15:05
  Speaker 3: you have to hook people in. And then there's a
• 15:07
  Speaker 3: good chance to see that and watch the video and
• 15:10
  Speaker 3: its entirety, and then one overall bit of information that
• 15:14
  Speaker 3: I want to add to all of this. Is the
• 15:16
  Speaker 3: most important thing that you can do when it comes
• 15:19
  Speaker 3: to creating curiosity and pulling an audience in is be authentic.
• 15:24
  Speaker 3: And we hear that all the time, but it's becoming
• 15:27
  Speaker 3: more and more important in a world that has so
• 15:29
  Speaker 3: much AI generated content. It's really really important to be
• 15:33
  Speaker 3: you because you are the only you, and people are
• 15:35
  Speaker 3: watching your videos for your learned and lived experiences. They
• 15:40
  Speaker 3: want to hear your story, they want to hear it
• 15:42
  Speaker 3: through your lens. That's what truly makes it special. Information
• 15:45
  Speaker 3: is so easy to come by now. You can ask chat,
• 15:48
  Speaker 3: GPT or claude for literally anything. Any information in the
• 15:52
  Speaker 3: world you can ask them, And so when information is
• 15:55
  Speaker 3: so commoditized, it's really important to have your own individuality
• 16:00
  Speaker 3: and your own perspective on things because people are looking
• 16:02
  Speaker 3: for that human connection. That's the most important thing is
• 16:05
  Speaker 3: the authenticity. But it's also the hardest to be vulnerable
• 16:08
  Speaker 3: and truly be yourself. I'm saying this and I still cannot,
• 16:13
  Speaker 3: for the life of me, show up as my true
• 16:15
  Speaker 3: authentic self on camera. It's the hardest thing to do,
• 16:18
  Speaker 3: especially with somebody like me. I film a lot of
• 16:20
  Speaker 3: ads for our courses and for our tools, for our software,
• 16:24
  Speaker 3: and so when you're filming an ad, you're a different person.
• 16:26
  Speaker 3: I'm in my marketing brain. I'm trying to convince people
• 16:30
  Speaker 3: of the efficacy of my products, and so I kind
• 16:32
  Speaker 3: of like tense up and I turn on in a way,
• 16:34
  Speaker 3: and it's a little bit robotic, but it's methodical, you know.
• 16:37
  Speaker 3: And so I have a really hard time differentiating between
• 16:41
  Speaker 3: ad con and just regular con. Those are really hard
• 16:45
  Speaker 3: things to differentiate between. And so it's an ongoing practice.
• 16:47
  Speaker 3: And again it's about the repetition. The more you do it,
• 16:50
  Speaker 3: the more comfortable you get with it, the better it's
• 16:52
  Speaker 3: going to be.
• 16:53
  Speaker 1: I feel like you're speaking to me because I have
• 16:56
  Speaker 1: similar Like when I'm doing this, I'm like myself, like
• 16:59
  Speaker 1: I'm like joke McGee, like just chatty chat Like even
• 17:03
  Speaker 1: in my Inner Circle program, my community knows, like that's
• 17:05
  Speaker 1: when the guys we're not recording because I am unhinged
• 17:08
  Speaker 1: and this cannot go on the internet, okay. But then
• 17:10
  Speaker 1: when I'm like on YouTube, I'm like, hey, I'm like
• 17:12
  Speaker 1: Fred Rogers, I'm like hi, everyone like welcome, you know,
• 17:15
  Speaker 1: or I like turn this, like I turn this thing on,
• 17:18
  Speaker 1: and I'm like, if only I could just be my
• 17:20
  Speaker 1: silly goofy self like half friends of Yeah, but it's
• 17:26
  Speaker 1: hard to find and turn on and and then you know,
• 17:28
  Speaker 1: when you're selling things that are expensive, like I always
• 17:31
  Speaker 1: ask myself, is someone gonna buy something really expensive from
• 17:35
  Speaker 1: like a goofball or they're gonna buy something really expensive
• 17:38
  Speaker 1: from someone who is, you know, really serious, And and
• 17:42
  Speaker 1: we find of like kind of go it through these lines.
• 17:44
  Speaker 1: I know a lot of the creators in my program
• 17:45
  Speaker 1: they want to be brand safe. So they want to
• 17:48
  Speaker 1: be brand safe, which is to say, you know, because
• 17:50
  Speaker 1: they're like I want to make sure that I can
• 17:53
  Speaker 1: get this twenty thousand dollars partnership with XYZ, and in
• 17:57
  Speaker 1: order to do that, I don't want to be you know,
• 17:59
  Speaker 1: we hear brand safety with brand deals and it's hard.
• 18:03
  Speaker 1: And you just said I hate that, So tell me
• 18:04
  Speaker 1: why you hate it. I want to hear.
• 18:06
  Speaker 3: More because your audience doesn't want brand safety. They want relatability.
• 18:09
  Speaker 3: They want a relationship with you. And the reason that
• 18:12
  Speaker 3: brand the brands who can't unlock growth on organic is
• 18:16
  Speaker 3: because they're trying to be brand safe and they're trying
• 18:18
  Speaker 3: to make ads out of organic content. And they're two
• 18:21
  Speaker 3: very different approaches to content. Like when you create advertisements,
• 18:26
  Speaker 3: they have to have direct conversion, like you have to
• 18:29
  Speaker 3: have a call to action. I still think they need
• 18:31
  Speaker 3: to be extremely relatable. And our whole thesis on ads
• 18:35
  Speaker 3: is they should be fun. They should be enjoyable to watch,
• 18:37
  Speaker 3: like why can't super Bowl ads be year round? And
• 18:39
  Speaker 3: we really feel like they can. And that's I think
• 18:41
  Speaker 3: that's why we've developed such a great marketing machine, is
• 18:44
  Speaker 3: because we're when we create ads, we think these should
• 18:47
  Speaker 3: still be fun to watch. This shouldn't be something that
• 18:49
  Speaker 3: you want to scroll away from. But they still do
• 18:51
  Speaker 3: have to sell. And people when they're watching ads, they
• 18:54
  Speaker 3: understand that they're being sold to. But when they're watching
• 18:56
  Speaker 3: organic content, they're there for entertainment and they're there for, yeah,
• 19:01
  Speaker 3: just to feel and to enjoy. And I think when
• 19:03
  Speaker 3: brands are really trying hard to sell their product directly,
• 19:09
  Speaker 3: it's and like having the brand guidelines and the safety,
• 19:11
  Speaker 3: it washes everything special out from it. And the brands
• 19:15
  Speaker 3: who do really well are the ones who understand the
• 19:17
  Speaker 3: creator and say you're successful because you've created this voice
• 19:22
  Speaker 3: and this image that people resonate with, and therefore you
• 19:26
  Speaker 3: should advertise my product or share my product in whatever
• 19:30
  Speaker 3: way you see fit. Obviously, there has to be some
• 19:34
  Speaker 3: kind of parameter so you're not saying things that are
• 19:36
  Speaker 3: totally unhinged. But I think that it's best when you
• 19:39
  Speaker 3: can really find a balance and you can find a
• 19:42
  Speaker 3: brand who's willing to give you that creative freedom. It's
• 19:45
  Speaker 3: never worth sacrificing your image as a creator to do
• 19:49
  Speaker 3: a sponsored post, because it's just it's not looked on
• 19:53
  Speaker 3: fondly from your audience.
• 19:54
  Speaker 1: They can smell right through it, right when all of
• 19:56
  Speaker 1: a sudden, like someone you come on and you do
• 19:59
  Speaker 1: something that is like you're like, oh my gosh, you
• 20:00
  Speaker 1: got really really you can feel that. And I don't
• 20:03
  Speaker 1: know if you know this about me and my background,
• 20:05
  Speaker 1: but I started off on the brand side, managing influencer campaigns,
• 20:09
  Speaker 1: you know, paying UGC creators, doing all of that. This
• 20:12
  Speaker 1: was like before TikTok, before a lot of short form platforms,
• 20:16
  Speaker 1: and I remember, I think that's like that was one
• 20:18
  Speaker 1: of our key things from the beginning, is like if
• 20:20
  Speaker 1: I'm going to work with this creator. I just want
• 20:22
  Speaker 1: to trust him or her fully to figure it out
• 20:25
  Speaker 1: because they know their people. And I remember getting like
• 20:27
  Speaker 1: pushed back, being like but no, like the brief, and
• 20:29
  Speaker 1: I'm like, yes, we can have brief about like what
• 20:31
  Speaker 1: the hashtag should be or things of that nature, but
• 20:34
  Speaker 1: like let them roll and they're going to over deliver.
• 20:36
  Speaker 1: Like if you are really stringing people and annoying as
• 20:40
  Speaker 1: a brand partner, the creator feels that and they feel tense,
• 20:43
  Speaker 1: whereas if you're like, actually, like there's you know, really
• 20:47
  Speaker 1: lightlow deliverable. Especially for me who was in travel, my
• 20:51
  Speaker 1: creators would over deliver like oftentimes because they felt they
• 20:55
  Speaker 1: could fly and then they felt like true brand partners
• 20:57
  Speaker 1: and there was this like to your point, like they
• 21:00
  Speaker 1: could really be themselves. And those are the best sort
• 21:02
  Speaker 1: of brand partnerships for creators that can be not have
• 21:06
  Speaker 1: to deal with the stringent guidelines, but also to your point,
• 21:10
  Speaker 1: have some sort of parameters. So I love that. One
• 21:12
  Speaker 1: of the things that you kind of mentioned was this
• 21:15
  Speaker 1: word machine you've called yourself like this you know, you
• 21:18
  Speaker 1: guys have developed this machine and this content machine around it,
• 21:21
  Speaker 1: and you know you hear I call it the evil
• 21:24
  Speaker 1: sea word, which is consistency, and everyone hates talking about
• 21:27
  Speaker 1: it because we all hate like doing this. I mean
• 21:30
  Speaker 1: me Adhd people like doing the same thing every day.
• 21:33
  Speaker 1: We're just like no, sorry, like bye, like we're done,
• 21:35
  Speaker 1: you know, but we all know, I mean there's things
• 21:38
  Speaker 1: that we all do every day, right, So when it
• 21:40
  Speaker 1: comes to creating content, especially maybe in your early days
• 21:43
  Speaker 1: and like now you guys are in a different spot.
• 21:45
  Speaker 1: Like I was watching some of your stuff, You're like, oh,
• 21:46
  Speaker 1: I can take a break, like you have a team.
• 21:49
  Speaker 1: But when you guys were like in the ground, like
• 21:51
  Speaker 1: producing a video a day, it has to go out
• 21:53
  Speaker 1: at eight, Like we all know how hard that is now.
• 21:56
  Speaker 1: But regarding that consistency element, you guys, was it just
• 22:01
  Speaker 1: more of a hunger that pushed it or did you
• 22:03
  Speaker 1: guys like, actually, you know, set goals for yourself, because
• 22:06
  Speaker 1: I think that's something that no matter where you're at
• 22:09
  Speaker 1: in your creator journey, whether you're listening in and just
• 22:11
  Speaker 1: starting or you're like advanced, you're like, oh my god,
• 22:14
  Speaker 1: that consistency piece around content creation is hard. I wish
• 22:19
  Speaker 1: that I could like just pay someone to force me
• 22:21
  Speaker 1: to like go film and do stuff truly like a
• 22:23
  Speaker 1: glorified babysitter, Like where do you do you exist? If
• 22:26
  Speaker 1: you do, please message me, but like how do you
• 22:29
  Speaker 1: stay consistent or how does your team do it? Or
• 22:31
  Speaker 1: maybe early day connor.
• 22:32
  Speaker 3: I think that's a new wing of the business. I
• 22:35
  Speaker 3: want to start as content babysitters.
• 22:36
  Speaker 2: That's smart.
• 22:37
  Speaker 1: Please, I will totally pay for it, like force me.
• 22:40
  Speaker 1: I just don't want to sometimes, but I.
• 22:42
  Speaker 2: Know so fair have.
• 22:46
  Speaker 3: I feel like this is kind of a funny analogy
• 22:48
  Speaker 3: that might resonate with you speaking to like ADHD, do
• 22:51
  Speaker 3: you remember those pens that had like fifty different colors
• 22:54
  Speaker 3: and you could just like click one down my brain?
• 22:58
  Speaker 3: My Glen, my co founder, and I I always use
• 23:00
  Speaker 3: this analogy, is like ADHD brain is like you have
• 23:03
  Speaker 3: all of those ideas and it's like you're trying to
• 23:05
  Speaker 3: push all the colors down at once, and they're all
• 23:07
  Speaker 3: constantly fighting to try and get through the tip of
• 23:09
  Speaker 3: that pin.
• 23:10
  Speaker 2: So I very much.
• 23:12
  Speaker 3: Resonate and understand that whole thought process because that's kind
• 23:16
  Speaker 3: of my brain every day. And when your brain operates
• 23:19
  Speaker 3: that way, you really have to create immense clarity and
• 23:24
  Speaker 3: boundaries for it if you want to be successful. Because
• 23:27
  Speaker 3: I think having a brain that operates that way, it
• 23:29
  Speaker 3: also gives you a lot of drive because there's a
• 23:31
  Speaker 3: lot of excitement for it, and there's just like vigor
• 23:34
  Speaker 3: with these ideas. And so I think to answer the question,
• 23:37
  Speaker 3: when we first started, we understood that we had a
• 23:40
  Speaker 3: great idea, but we knew that we needed really strict
• 23:44
  Speaker 3: parameters around it and boundaries in order to make sure
• 23:47
  Speaker 3: that it actually got done. And like real discipline, think
• 23:51
  Speaker 3: one of the best books for this is Habits by
• 23:54
  Speaker 3: James Clear and he just talks about having the clarity
• 23:58
  Speaker 3: like if I tell myself that I'm going to go
• 24:01
  Speaker 3: for a run tomorrow morning, I'm much more likely to
• 24:04
  Speaker 3: get that done if I have my running shoes and
• 24:07
  Speaker 3: all of my running gear hung at the back door
• 24:09
  Speaker 3: ready to go. If I wake up and it's dark
• 24:11
  Speaker 3: in my room and I have no idea where the
• 24:13
  Speaker 3: hell my laundry or my shoes are, or what I'm
• 24:16
  Speaker 3: going to where my water bottle is, like, there's already
• 24:19
  Speaker 3: an immediate barrier to getting it done.
• 24:21
  Speaker 2: And so I think in.
• 24:22
  Speaker 3: Order to be successful at this, there's kind of two
• 24:25
  Speaker 3: things that you have to do. First, you have to
• 24:27
  Speaker 3: give yourself complete clarity. When we did that ad Solation campaign,
• 24:31
  Speaker 3: we knew exactly what it was going to be. Every
• 24:33
  Speaker 3: single day we were going to film an ad that
• 24:35
  Speaker 3: was thirty sixty seconds long for a new brand, and
• 24:38
  Speaker 3: we knew exactly what time it was going to be
• 24:40
  Speaker 3: posted at. And in order to make that, we knew
• 24:42
  Speaker 3: all of the steps that had to take place. You
• 24:44
  Speaker 3: had to id eight first thing in the morning, like
• 24:46
  Speaker 3: come up with the concept, and then you had the storyboard.
• 24:49
  Speaker 3: We'd come up, we'd sit there and we'd brainstorm together
• 24:51
  Speaker 3: and come up with a storyboard, and then you had
• 24:53
  Speaker 3: to work as a team and go and shoot the thing,
• 24:56
  Speaker 3: and then you had to edit. And it was just
• 24:57
  Speaker 3: like a very clear, step by step plan. It didn't
• 25:00
  Speaker 3: hurt being locked in a house together with literally nothing
• 25:02
  Speaker 3: else to do. So we had like immense clarity, and
• 25:06
  Speaker 3: then we also just packaged it in a challenge where
• 25:09
  Speaker 3: it's like this is non negotiable. We're gonna do this
• 25:11
  Speaker 3: for thirty days no matter what, and we're going to
• 25:13
  Speaker 3: hold ourselves accountable and we're going to just try and
• 25:16
  Speaker 3: have some discipline in our lives. And there's a lot
• 25:19
  Speaker 3: of different ways that you can work on becoming more
• 25:21
  Speaker 3: disciplined that are like simple daily practices like turning the
• 25:25
  Speaker 3: water to full cold in your shower for the last
• 25:27
  Speaker 3: like five seconds because your brain's gonna scream, don't do
• 25:30
  Speaker 3: it every single time forever. But if you can force
• 25:33
  Speaker 3: yourself to do something like that, it's gonna be one
• 25:35
  Speaker 3: of the hardest things you do in the day, and
• 25:37
  Speaker 3: then it reminds you, Okay, I can be disciplined.
• 25:39
  Speaker 2: I can do these hard things.
• 25:40
  Speaker 3: So it's kind of just like I find it really
• 25:43
  Speaker 3: helpful to set up a challenge and commit to a challenge.
• 25:46
  Speaker 3: And that doesn't have to be a thirty day challenge.
• 25:48
  Speaker 3: Give yourself a seven day challenge, and even if it's not,
• 25:51
  Speaker 3: I'm posting a full polished reel every single day. Get
• 25:56
  Speaker 3: on stories every day, even if you post one story
• 25:58
  Speaker 3: for seven days on Instagram, it's just going to get
• 26:01
  Speaker 3: you more used to talking on camera, showing up, being consistent,
• 26:05
  Speaker 3: and then like once you do that, you're like, Okay,
• 26:07
  Speaker 3: I prove that to myself. So what's the next step.
• 26:09
  Speaker 3: What's the next challenge that I can do? And it's
• 26:12
  Speaker 3: never going to be easy. I think that's just amazing time.
• 26:15
  Speaker 1: No, I already am like love this is so good,
• 26:17
  Speaker 1: This is so good, like challenges, and then the challenge ends,
• 26:20
  Speaker 1: and then you like want to keep going because like
• 26:22
  Speaker 1: you built the muscle, right, so I love it as
• 26:24
  Speaker 1: soon as you.
• 26:25
  Speaker 2: Get a win.
• 26:26
  Speaker 3: As soon as you get a win from it, I
• 26:27
  Speaker 3: will say, once you see the progress, it gets really
• 26:30
  Speaker 3: addicting and really exciting, even a small win. Like once
• 26:34
  Speaker 3: you start getting that little bit of momentum, the hardest
• 26:37
  Speaker 3: transition or transformation is always from zero to one. When
• 26:41
  Speaker 3: something's not in motion, it takes the most force to
• 26:43
  Speaker 3: get it moving. But as soon as you have that momentum,
• 26:46
  Speaker 3: it's easier and easier to pick up speed.
• 26:48
  Speaker 1: I say that with pitching, a big part of our
• 26:50
  Speaker 1: business is like when you are a creator, yes you
• 26:53
  Speaker 1: can depend on inbounds, but like it's like really important
• 26:55
  Speaker 1: to go knock on doors virtually. You know, you got
• 26:57
  Speaker 1: to put yourself out there. You have to pitch. You know.
• 27:00
  Speaker 1: We always say, yeah, it's hard to start, but it's
• 27:02
  Speaker 1: also hard to keep going when no one's responding, when
• 27:04
  Speaker 1: the views suck, when you're like, oh my gosh, but
• 27:06
  Speaker 1: then you get that hit and you're like yes, you know.
• 27:08
  Speaker 1: So it's like it reminds me of pitching, which is
• 27:11
  Speaker 1: something that our business has been teaching forever and we
• 27:13
  Speaker 1: do in our business like I'm pitching podcast guests, I'm
• 27:16
  Speaker 1: pitching press, I'm pitching you know, different brand sponsors. So
• 27:20
  Speaker 1: I love this idea of like how you broke it
• 27:23
  Speaker 1: down for us in terms of just setting those challenges
• 27:26
  Speaker 1: creating some sort of habit. I love that. Recently we
• 27:29
  Speaker 1: tried to do a little bit of a habit stack too,
• 27:32
  Speaker 1: which was like every morning I go get my coffee
• 27:34
  Speaker 1: and like, I don't know what's wrong with me. I
• 27:36
  Speaker 1: like don't leave the car right away, like when I
• 27:38
  Speaker 1: get home, like I just like hang out in the car.
• 27:40
  Speaker 1: My husband's like, how's it going in there? I'm like
• 27:42
  Speaker 1: just hanging out, you know, like in my office want
• 27:44
  Speaker 1: to see. He's like, why don't you leave? I'm like,
• 27:46
  Speaker 1: I don't know. I just like to sit. But then
• 27:49
  Speaker 1: I started filming videos like when I was just sitting
• 27:51
  Speaker 1: in the car, and this idea like kind of came
• 27:54
  Speaker 1: to us. I was talking to this other creator, she's
• 27:56
  Speaker 1: really good at the idea side, and she was like,
• 27:57
  Speaker 1: what if you did like a whole series that was
• 27:59
  Speaker 1: like if I was a fishing creator or whatever these
• 28:02
  Speaker 1: are the brands I would pitch and that those ideas
• 28:05
  Speaker 1: really easy to me and I was able to churn
• 28:07
  Speaker 1: them out habit stacking a little bit like with my
• 28:09
  Speaker 1: coffee sitting in the car and kind of trying to
• 28:12
  Speaker 1: and they've been doing well for you know, for us.
• 28:15
  Speaker 1: But I love what you're saying in terms of once
• 28:17
  Speaker 1: you do get that one and it does push you
• 28:19
  Speaker 1: to continue something that I was thinking too was for
• 28:23
  Speaker 1: you guys. Anyways, you know, you've built this community of
• 28:27
  Speaker 1: people and you're seeing I'm sure hearing because you're in
• 28:30
  Speaker 1: the thick of it, like in your coaching, in your group,
• 28:33
  Speaker 1: you're hearing what's working and what's not, and you're hearing
• 28:37
  Speaker 1: what creates. Like it's kind of like us, like we
• 28:39
  Speaker 1: have our ear to the pavement type of thing. Do
• 28:41
  Speaker 1: you find that nowadays, like your community is like going
• 28:46
  Speaker 1: towards a specific platform like I know you mentioned in
• 28:49
  Speaker 1: the early days like TikTok was it and now everyone's that.
• 28:52
  Speaker 1: Is there like a platform that you're seeing creators like
• 28:54
  Speaker 1: really do well on or is it just kind of
• 28:57
  Speaker 1: like the grass is green where you water it, you
• 28:58
  Speaker 1: know type of energy.
• 29:00
  Speaker 3: Yeah, it's so varied. We have creators who post on
• 29:03
  Speaker 3: all of the different platforms. Some just post on like
• 29:06
  Speaker 3: Facebook reels, which is so crazy, and crush it on there.
• 29:09
  Speaker 3: But we encourage everybody because essentially, like every single one
• 29:13
  Speaker 3: of these channels is just a brand new opportunity because
• 29:16
  Speaker 3: we've seen so many times creators will post something to
• 29:18
  Speaker 3: Instagram and at flops and then it blows up on TikTok,
• 29:21
  Speaker 3: or they'll post to Instagram, TikTok and YouTube shorts and
• 29:25
  Speaker 3: they all have drastically different viewcounts. Some of them absolutely crush,
• 29:29
  Speaker 3: some of them flop. So it's like, I think that
• 29:31
  Speaker 3: you should always be posting to all of the channels.
• 29:34
  Speaker 3: It's just your maximum opportunity to get viewership. And it
• 29:37
  Speaker 3: sounds kind of overwhelming, but it's again, it's like, if
• 29:40
  Speaker 3: you've done the hard work is creating the video. So
• 29:42
  Speaker 3: if you just create a system where every single time
• 29:45
  Speaker 3: you know you're going to post, you sit down and
• 29:46
  Speaker 3: you just post all three platforms or all four platforms
• 29:49
  Speaker 3: or however many, the more places you can show up,
• 29:51
  Speaker 3: the more views you're going to get and the more
• 29:53
  Speaker 3: you're going to learn, and just like the faster you'll
• 29:55
  Speaker 3: be able to build a brand, So we always advise
• 29:58
  Speaker 3: to post to all of the channels.
• 30:00
  Speaker 1: Yeah, and I think that people sometimes will ask me, well,
• 30:03
  Speaker 1: should I be repurposing the same video on all channels
• 30:07
  Speaker 1: or am I also like thinking differently about TikTok than
• 30:10
  Speaker 1: I am about Instagram. I'm like, I don't know, test it,
• 30:13
  Speaker 1: Like I'm not the one. So do you feel do
• 30:17
  Speaker 1: you feel that like just taking the same video and
• 30:18
  Speaker 1: putting them everywhere is the way to go, or do
• 30:21
  Speaker 1: you feel like peep creators should be like adding tweaks
• 30:24
  Speaker 1: or like native texts or making Yeah, what does that
• 30:27
  Speaker 1: feel like?
• 30:28
  Speaker 2: Yeah?
• 30:28
  Speaker 3: Like, it kind of just depends on how much you
• 30:31
  Speaker 3: like data and how much you're willing to kind of
• 30:33
  Speaker 3: get in the weeds with it, because I mean, if
• 30:35
  Speaker 3: I were to be super methodical with it, I would
• 30:38
  Speaker 3: probably just post either to one platform or even make
• 30:41
  Speaker 3: a reel and post it to trial reels, get some
• 30:44
  Speaker 3: of the retention data, and then adjust from there and
• 30:46
  Speaker 3: then like kind of post again. So that's like one
• 30:49
  Speaker 3: way that you can do multiple iterations. But I also
• 30:52
  Speaker 3: feel like, if you're confident with a piece of content,
• 30:55
  Speaker 3: spray it across all of the platforms. I don't think
• 30:57
  Speaker 3: you really need to make any changes whatsoever, as long
• 31:00
  Speaker 3: as like if the text, if you're either doing completely
• 31:03
  Speaker 3: branded custom text, which I feel like a lot of
• 31:06
  Speaker 3: creators do now, then it definitely doesn't matter. But if
• 31:09
  Speaker 3: it still looks relatively native to one platform, they're kind
• 31:13
  Speaker 3: of similar across all of them, So I don't think
• 31:15
  Speaker 3: that that's something you necessarily need to worry about. If
• 31:17
  Speaker 3: it's good content, it's good content.
• 31:19
  Speaker 2: It's going to get views.
• 31:20
  Speaker 1: It's like nourishing. And again back to watch time. So
• 31:23
  Speaker 1: speaking of brands, you have a lot of experience also
• 31:26
  Speaker 1: working with brands in terms of creating their ads, and
• 31:30
  Speaker 1: I'm sure you've done brand partnerships and brand deals and like,
• 31:33
  Speaker 1: you know, that's the bread and butter of what we
• 31:35
  Speaker 1: do here at Sidewalker. So obviously getting a brand a
• 31:39
  Speaker 1: viral video is like such a hit because you're like
• 31:43
  Speaker 1: thinking to yourself, wow, I delivered right, like, or you
• 31:46
  Speaker 1: really want the content to at least do well for
• 31:48
  Speaker 1: your partners, especially the creators I know, like they're so
• 31:51
  Speaker 1: hard working. They don't want to just take the money
• 31:53
  Speaker 1: and run. They're like, I want this to do well.
• 31:55
  Speaker 1: You know, I want this to do well because I
• 31:57
  Speaker 1: want to get hired again, or I want to you know,
• 32:00
  Speaker 1: kind of impress my partner, serve my client better. Just
• 32:04
  Speaker 1: in general, like in terms of brand partnerships, And do
• 32:07
  Speaker 1: you feel like branded content can still get views and
• 32:11
  Speaker 1: still do well, because I'll find people be like, oh, well,
• 32:14
  Speaker 1: it's branded, so it's not going to do as well,
• 32:16
  Speaker 1: Like they have that limiting belief around that, Oh well,
• 32:19
  Speaker 1: it's it doesn't perform well the algorithm, Like you know,
• 32:22
  Speaker 1: they'll be like whatever, versus like thinking to themselves, well,
• 32:25
  Speaker 1: maybe they didn't creatively storytell it the way they would
• 32:28
  Speaker 1: have if it wasn't branded. Maybe there's a psychological twist.
• 32:30
  Speaker 1: What are your thoughts on that.
• 32:31
  Speaker 3: Yeah, there's definitely some like tenfoil hat theories out there
• 32:34
  Speaker 3: about like if you're going to share a product or something,
• 32:38
  Speaker 3: the algorithm is going to pick up and tell you
• 32:40
  Speaker 3: or like shadow band you Basically I haven't personally seen
• 32:44
  Speaker 3: that to be true.
• 32:45
  Speaker 2: Ever.
• 32:46
  Speaker 3: One thing like I've maybe been a bit hesitant on
• 32:48
  Speaker 3: is directing people off app So it's like if you
• 32:51
  Speaker 3: were to say, click the link in my bio and
• 32:52
  Speaker 3: an organic piece, I could see how that potentially could
• 32:55
  Speaker 3: be seen as negative from the platforms because again, the
• 32:58
  Speaker 3: reason that they want high watch time is they want
• 33:00
  Speaker 3: to keep the viewers on the platform for as long
• 33:02
  Speaker 3: as possible and be able to hit them with as
• 33:05
  Speaker 3: many ads and create as much revenue as possibles. I
• 33:08
  Speaker 3: guess in short, from my personal experience, absolutely not.
• 33:12
  Speaker 2: So.
• 33:12
  Speaker 3: When I was working with Vice Golf, again, they were
• 33:14
  Speaker 3: one of the easiest brands to work with because they
• 33:16
  Speaker 3: were just like, please just feature our products. You don't
• 33:18
  Speaker 3: even necessarily have to directly say anything about them. The
• 33:21
  Speaker 3: best my most viral video on my golf page, I
• 33:24
  Speaker 3: got five million views and it was an ad and
• 33:27
  Speaker 3: it was me doing an ad for Vice Golf, and
• 33:29
  Speaker 3: it was the whole concept around it was my girlfriend
• 33:32
  Speaker 3: is my golf caddie, and she knows nothing about golf.
• 33:35
  Speaker 3: So I set up these like these stakes. At the
• 33:37
  Speaker 3: beginning of it, it was a challenge format, and so
• 33:39
  Speaker 3: I set up these steaks where if she can, if
• 33:41
  Speaker 3: we can get par I'm going to take her on
• 33:42
  Speaker 3: a shopping spree. And so we start with that. I'm like,
• 33:44
  Speaker 3: today's video is sponsored by Vice Golf. These are the
• 33:47
  Speaker 3: best balls out there. I'm wearing my Vice like all
• 33:49
  Speaker 3: of my Vice Golf gear fully head to toe in
• 33:52
  Speaker 3: the brand's product basically, and it got five million views
• 33:56
  Speaker 3: because the content was great, like, it was really captivating.
• 33:59
  Speaker 3: It I hit my audience well of all of the golfers,
• 34:02
  Speaker 3: but it also my audience doubled because it was all
• 34:04
  Speaker 3: of these golf girlfriends and golf wives who can relate
• 34:08
  Speaker 3: to my girlfriend who doesn't really know much about it
• 34:10
  Speaker 3: and loses their man to golf for four hours every Saturday,
• 34:15
  Speaker 3: and so it just like.
• 34:16
  Speaker 2: Doubled the size of the audience.
• 34:18
  Speaker 3: And yeah, it was one of the best performing videos
• 34:21
  Speaker 3: that I've ever created. And it's not a one off either,
• 34:24
  Speaker 3: Like another one of the videos that I did for them,
• 34:27
  Speaker 3: same thing. At the very beginning of the video, I
• 34:29
  Speaker 3: called out like that these are the balls that I'm using,
• 34:31
  Speaker 3: But before doing that, I set up the curiosity to
• 34:34
  Speaker 3: stick around. And so with that video, it was also
• 34:37
  Speaker 3: a challenge format. Challenge formats worked really well for my
• 34:41
  Speaker 3: golf content, and so with that one, it was just
• 34:43
  Speaker 3: like the odds of getting a hole in one are
• 34:45
  Speaker 3: one in twelve thousand, and every golfer kind of thinks
• 34:49
  Speaker 3: like if they stood there for long enough, they'd be
• 34:51
  Speaker 3: able to do it. So I was like I'm going
• 34:52
  Speaker 3: to see if I can get it with sixty balls
• 34:54
  Speaker 3: on this whole. I'm going to see if I can
• 34:56
  Speaker 3: get one of them in the hole. And so that
• 34:58
  Speaker 3: was the video, and I'm like, I'm going to be
• 34:59
  Speaker 3: using vice off balls. They just gave me a fresh stack.
• 35:01
  Speaker 3: I pulled them all up. I'm like, okay, let's just
• 35:03
  Speaker 3: get into it. And then the video was essentially just
• 35:06
  Speaker 3: me doing this challenge. It ended up being like a
• 35:08
  Speaker 3: minute and a half long, probably, and it got like
• 35:11
  Speaker 3: one and a half million views, and a bunch of
• 35:13
  Speaker 3: people started talking about ball like the balls they use
• 35:16
  Speaker 3: and the comments asking questions about Vice balls. So it
• 35:19
  Speaker 3: was great content for me and my audience, and it
• 35:21
  Speaker 3: was also great content for the brand because people were
• 35:24
  Speaker 3: just like stoked about the product.
• 35:26
  Speaker 1: Yeah, and those are the best partnerships and the best
• 35:29
  Speaker 1: like the from being on the brand side, like when
• 35:31
  Speaker 1: it just feels again. But I'm sure they let because
• 35:34
  Speaker 1: they let you have such greater freedom in producing the content,
• 35:38
  Speaker 1: like you probably I don't know, probably set off something
• 35:41
  Speaker 1: also psychologically for you to be like, oh, like let's
• 35:43
  Speaker 1: make this the best ever and.
• 35:45
  Speaker 2: Do a challenge.
• 35:46
  Speaker 3: I wanted all all I wanted to do was I
• 35:49
  Speaker 3: definitely can agree with the point that you made there.
• 35:52
  Speaker 3: The relationship that they had with me and the freedom
• 35:55
  Speaker 3: that they gave me to create whatever content I wanted
• 35:58
  Speaker 3: made me just love them so much where I was like,
• 36:01
  Speaker 3: I just want to do I want all of my
• 36:03
  Speaker 3: videos to get so many views for you, I want
• 36:05
  Speaker 3: everybody in the world. I'm going to go sing the
• 36:08
  Speaker 3: praises of your balls and of your products to everybody
• 36:11
  Speaker 3: I see. I'm going to be handing out balls like.
• 36:13
  Speaker 3: It just made me love the brand because I was like,
• 36:15
  Speaker 3: you get it, you get me, and it made working
• 36:17
  Speaker 3: with them super fun and it made me want to
• 36:19
  Speaker 3: work really hard for them.
• 36:20
  Speaker 1: Yeah, I yeah, And I think that and it ties
• 36:23
  Speaker 1: back into that authenticity piece for you too. So it's
• 36:26
  Speaker 1: like those are the win win partnerships. Those are the
• 36:28
  Speaker 1: ones that just feel so awesome and great and for
• 36:30
  Speaker 1: you guys listening into just know, like someone who puts
• 36:33
  Speaker 1: campaigns together, brands like we have different, you know, goals,
• 36:37
  Speaker 1: like sometimes we have very top of funnel goals where
• 36:39
  Speaker 1: we'll be like, we want views. We used to call
• 36:42
  Speaker 1: this we want to be inserted and relevant media conversation,
• 36:45
  Speaker 1: and brands just make things complicated, which what that just
• 36:47
  Speaker 1: means is brand awareness. We want to be in conversation.
• 36:50
  Speaker 1: We want to be who you think of when you
• 36:51
  Speaker 1: think of this product. Right. So they're not looking for conversions, right,
• 36:55
  Speaker 1: They're literally looking to be talked about sentiment and they're
• 36:59
  Speaker 1: monitoring and measure right. So sometimes creators will be like
• 37:02
  Speaker 1: stressed about the conversion piece, like, oh, well, what if
• 37:04
  Speaker 1: I can't sell? And I always kind of tell the
• 37:06
  Speaker 1: creators in my community, listen if they're looking for a
• 37:09
  Speaker 1: bottom funnel type of creator, someone who's doing this or that.
• 37:12
  Speaker 1: Like when I go on YouTube and I'm searching, I
• 37:14
  Speaker 1: don't know two things and I'm comparing them like I'm
• 37:17
  Speaker 1: ready to purchase, right, like if I'm looking up reviews
• 37:19
  Speaker 1: or I'm looking up stuff, and every account is going
• 37:21
  Speaker 1: to be different, Like every creator is going to touch
• 37:25
  Speaker 1: like a different point, and people on the brand side,
• 37:27
  Speaker 1: we know who we're looking for. Obviously, Golden goose egg
• 37:30
  Speaker 1: is when you can have someone that gets you using conversions,
• 37:32
  Speaker 1: but it's not expected. And also, y'all, you are not salespeople,
• 37:37
  Speaker 1: Like they need to have the right landing pages and
• 37:39
  Speaker 1: the right funnel setup to convert the traffic you bring them,
• 37:43
  Speaker 1: so please take that pressure off, Like you can't be
• 37:45
  Speaker 1: the creator, the videographer, the fricking writer, the editor. Now
• 37:49
  Speaker 1: you're selling like it's just way too much pressure and
• 37:52
  Speaker 1: not unrealistic at the same time. Sometimes I feel like
• 37:55
  Speaker 1: people get stuck with like viewsing conversions, and I don't
• 37:59
  Speaker 1: think that they should be measured in the same bucket
• 38:01
  Speaker 1: because they're different goals. Yeah, yeah, let's sing it loud
• 38:08
  Speaker 1: and proud. But now that you have well, well we
• 38:10
  Speaker 1: talked about this before we signed on today. You know,
• 38:13
  Speaker 1: you're a new dad. You're in the you're in the
• 38:15
  Speaker 1: thick of it. Congrats on that, by the way, being
• 38:18
  Speaker 1: now like on social media and also like you've grown
• 38:23
  Speaker 1: a lot on social media. You started this like when
• 38:25
  Speaker 1: you were really you guys started this what like you said,
• 38:27
  Speaker 1: I think I read somewhere like you've been doing this
• 38:29
  Speaker 1: for how long now, like just like content creation in general.
• 38:32
  Speaker 2: The last five years for like with with one PEX channels.
• 38:36
  Speaker 1: Yeah, so you guys have been doing that and then
• 38:39
  Speaker 1: now you're in this other phase of life I know
• 38:41
  Speaker 1: for me, like being a mom and in this industry
• 38:44
  Speaker 1: and in this space like sometimes like I have I
• 38:47
  Speaker 1: told you, I have a middle schooler, a twelve year
• 38:49
  Speaker 1: old girl. She's like, I want to go on Instagram.
• 38:52
  Speaker 1: I'm like, you're not going nowhere right now. I don't
• 38:54
  Speaker 1: know how much longer I can hold on. But have
• 38:57
  Speaker 1: your thoughts on social media in general, like now that
• 39:02
  Speaker 1: you're in dad land, just like work life balance, or
• 39:05
  Speaker 1: like your thoughts on social media shifted now that you
• 39:09
  Speaker 1: have like, you know, growing a family in terms of
• 39:12
  Speaker 1: maybe like being present or being on you know all
• 39:16
  Speaker 1: of that, or do you just feel like supported by
• 39:18
  Speaker 1: your team and you're like in a different space right now,
• 39:20
  Speaker 1: because I know people struggle with that. They're like, I
• 39:23
  Speaker 1: have young kids, Like I'm trying to like pop off
• 39:25
  Speaker 1: my my end my career, but I also don't want
• 39:28
  Speaker 1: always be on my phone, like I want to be present.
• 39:31
  Speaker 1: And then I'm like, you know, it gets like it
• 39:33
  Speaker 1: gets a little it gets a little convoluted, you.
• 39:36
  Speaker 2: Know, one hundred percent.
• 39:37
  Speaker 3: There's definitely a lot of layers to this, and it's
• 39:39
  Speaker 3: not an easy question to answer with anything super short,
• 39:43
  Speaker 3: but I will say it's been really challenging trying to
• 39:47
  Speaker 3: juggle being the most present new father and husband possible,
• 39:51
  Speaker 3: to support my girls, my daughter and my wife that's
• 39:55
  Speaker 3: my number one priority. But what allows us the life
• 39:58
  Speaker 3: that we have is is social media, and it's the
• 40:01
  Speaker 3: creator economy. And that's the only reason that I've been
• 40:04
  Speaker 3: able to create such an amazing lifestyle is because of
• 40:08
  Speaker 3: social media and like these algorithms, and so it's kind
• 40:10
  Speaker 3: of this interesting double edged sword where I don't necessarily
• 40:13
  Speaker 3: want to be on there all the time and be scrolling,
• 40:16
  Speaker 3: but it's important for me to stay in tune with
• 40:19
  Speaker 3: what's happening and coaching these creators. And so I think
• 40:22
  Speaker 3: I've almost viewed it as a responsibility because you can
• 40:26
  Speaker 3: use social media for good, you can use it for bad.
• 40:28
  Speaker 3: There's always going to be bad actors. I think I've
• 40:31
  Speaker 3: kind of shifted my perspective to using this platform as
• 40:34
  Speaker 3: an opportunity to provide our mission with one peak is
• 40:38
  Speaker 3: to empower ordinary people to live extraordinary lives through content creation,
• 40:42
  Speaker 3: because that's what it's done for us. I'm just an
• 40:44
  Speaker 3: ordinary dude who is working as electrician and got into
• 40:47
  Speaker 3: video and then realized what's possible with social media, and
• 40:51
  Speaker 3: it's truly possible for anybody. Like if a terrible golfer
• 40:54
  Speaker 3: can get paid to play golf, I genuinely believe that
• 40:57
  Speaker 3: the barrier to entry is so low. Oh, as long
• 41:00
  Speaker 3: as you have a phone, you can make a living
• 41:02
  Speaker 3: on social media. And I just think that that's incredible.
• 41:05
  Speaker 3: I feel like it really empowers the people. Anybody can
• 41:09
  Speaker 3: do it, and so I have a deep respect for
• 41:12
  Speaker 3: it in that sense, and I think that there's a
• 41:15
  Speaker 3: lot of good that can come from it. And I
• 41:17
  Speaker 3: really love seeing more and more creators share their authentic
• 41:21
  Speaker 3: stories and their struggles and trials and tribulations, and it's
• 41:26
  Speaker 3: become a community or an area where you can build
• 41:29
  Speaker 3: community and get through hard things together and have challenging
• 41:32
  Speaker 3: conversations and cope with really difficult things that happen in
• 41:36
  Speaker 3: life in a way that is fun and funny and
• 41:38
  Speaker 3: just very personal. And so I think that my goal
• 41:41
  Speaker 3: every day is to view just social media in general
• 41:45
  Speaker 3: through the lens of being a powerful tool for good
• 41:48
  Speaker 3: and viewing it through that lens makes me less resistant
• 41:52
  Speaker 3: to it and less resistant to the changes that are
• 41:55
  Speaker 3: coming with it, and trying to always view how we
• 41:57
  Speaker 3: can use it to empower more people to change their
• 41:59
  Speaker 3: life and spread a really positive message.
• 42:02
  Speaker 1: And like you said, boundaries too, right, Like this is
• 42:05
  Speaker 1: a job like how do we turn off? I did
• 42:07
  Speaker 1: this video recently about like how can we Cause I'm
• 42:11
  Speaker 1: aligned right, Like there's times that I'm just like, oh
• 42:13
  Speaker 1: my gosh, like this is my industry, this is my space.
• 42:15
  Speaker 1: But then I'm like getting sucked in and I'm like
• 42:18
  Speaker 1: finding that space. I we like kind of like that
• 42:20
  Speaker 1: middle tier creator like you can turn off, you can
• 42:24
  Speaker 1: you know, have certain time that is around content. Like
• 42:27
  Speaker 1: I find the more professional the creator is, the less
• 42:29
  Speaker 1: are actually like just like on their phone, like they're like,
• 42:31
  Speaker 1: here's the shot list, like this is what I got
• 42:33
  Speaker 1: to get done, and then they're able to like set
• 42:35
  Speaker 1: those boundaries and in general, like you said it perfectly,
• 42:38
  Speaker 1: like there's always good and bad that can be done
• 42:40
  Speaker 1: with it. What I always feed off of is like
• 42:43
  Speaker 1: the winds and the lives that are changed, like when
• 42:46
  Speaker 1: I get a DM or someone being like oh my god,
• 42:49
  Speaker 1: we got this or like you know, I'm able to
• 42:51
  Speaker 1: do this or whatever sort of something that comes through.
• 42:53
  Speaker 1: You're like, Wow, that's the impact that we're looking for.
• 42:56
  Speaker 1: That's what we want to bring to the table. And yes,
• 42:59
  Speaker 1: are there times that like it can get overwhelming and
• 43:01
  Speaker 1: you're like in it and you're like in the thick.
• 43:02
  Speaker 1: It's like, well, then, what are those workday boundaries so
• 43:06
  Speaker 1: that you can come home and just turn off or
• 43:10
  Speaker 1: switch gears. I was telling my husband yesterday. I was like, wow,
• 43:13
  Speaker 1: one of the things that has been so hard for
• 43:15
  Speaker 1: me personally working from home is the lack of transition.
• 43:19
  Speaker 1: So what does that mean? Like I'll be like in
• 43:21
  Speaker 1: my office and I'm like besmode, like boss, crazy and
• 43:25
  Speaker 1: masculine energy probably like just like raw, you know, and
• 43:29
  Speaker 1: then I have to like literally open the door and
• 43:31
  Speaker 1: do homework with my first grader, and I'm like tense,
• 43:35
  Speaker 1: and I'm like, oh my gosh, I need something like
• 43:38
  Speaker 1: back in the day, you would drive home or like
• 43:39
  Speaker 1: listen to music with your windows down, or like have
• 43:42
  Speaker 1: some sort of decompression between the energies of parenthood and work.
• 43:48
  Speaker 1: And I learned that, Yeah, I learned that in therapy.
• 43:51
  Speaker 1: I paid for that, by the way. So she's like,
• 43:53
  Speaker 1: you need a transition. You need a transition, even if
• 43:56
  Speaker 1: it's a five minuter, but like you need a transition
• 43:58
  Speaker 1: because how do you go from boss to soft or
• 44:02
  Speaker 1: you know this to like loving wife her husband? Like
• 44:05
  Speaker 1: it's hard to shift. I'm like, I'm like a little vampire.
• 44:07
  Speaker 1: You know, I need to like transition, So it's like
• 44:09
  Speaker 1: figuring out those routines, those spaces that help you energetically
• 44:14
  Speaker 1: shift from dad to no coach creator, all of that.
• 44:19
  Speaker 1: All of us we work from home and it's a
• 44:21
  Speaker 1: joy and it's a blessing and we're happy. But we
• 44:23
  Speaker 1: did lose the commute, we did lose transition time, so
• 44:27
  Speaker 1: we just have to put that back in and then
• 44:28
  Speaker 1: reap the benefits of being able to work from home.
• 44:31
  Speaker 3: I align so heavily with what you're saying right now,
• 44:34
  Speaker 3: because it's also like it changes the relationship dynamic as well.
• 44:37
  Speaker 3: Like my wife is also a creative and she runs
• 44:39
  Speaker 3: a creative agency, and when we're both working from home
• 44:42
  Speaker 3: most of the time, it's like the kind of expect
• 44:45
  Speaker 3: it's very muddy, the lines aren't clear. It's like who's
• 44:47
  Speaker 3: looking after the daughter at what time? And like when
• 44:50
  Speaker 3: how can we support each other? And she's been incredible
• 44:53
  Speaker 3: for like giving me as much freedom as she possibly can,
• 44:56
  Speaker 3: because in the position I'm in right now trying to
• 44:58
  Speaker 3: grow both like the coaching business, but more recently we've
• 45:01
  Speaker 3: developed a software and it's just been like an entirely
• 45:04
  Speaker 3: new learning curve for me, So like, I honestly haven't
• 45:06
  Speaker 3: really been as focused on creating content because I'm trying
• 45:09
  Speaker 3: to lead our company to impacting millions and millions of lives,
• 45:13
  Speaker 3: and like the strategic thinking required with that, and like
• 45:18
  Speaker 3: the analytical brain power required for.
• 45:20
  Speaker 2: It is immense and I need.
• 45:23
  Speaker 3: I I'm not somebody who can switch tasks easily or
• 45:26
  Speaker 3: multitask at all. Like I just can't do it. My
• 45:29
  Speaker 3: brain feels like it's going to explode if I'm midway
• 45:32
  Speaker 3: through a task and somebody asked me a question, I like,
• 45:35
  Speaker 3: it genuinely short circuits my brain, so I can I
• 45:38
  Speaker 3: can definitely really relate to this. And I was actually
• 45:40
  Speaker 3: very recently reading a book. I forget what it was,
• 45:44
  Speaker 3: but I think I think it's like a It's an
• 45:45
  Speaker 3: Eastern practice. It might have been Buddhism where every time
• 45:48
  Speaker 3: you cross a threshold, like it doesn't necessarily have to
• 45:51
  Speaker 3: be a drive or physically moving locations, but when you
• 45:54
  Speaker 3: cross a threshold, So for you or me, maybe like
• 45:56
  Speaker 3: the office that we're in, before you go through the door, stop,
• 46:00
  Speaker 3: take a really deep breath and allow yourself just a moment,
• 46:03
  Speaker 3: even just a moment, to transition energy, and just like, okay,
• 46:07
  Speaker 3: I recognize that I'm leaving this energy now in this space.
• 46:10
  Speaker 3: I've done what I need to do here and I
• 46:12
  Speaker 3: can move on. And I think that takes a ton
• 46:15
  Speaker 3: of emotional intelligence and present moment awareness, and those are
• 46:19
  Speaker 3: all things that are.
• 46:20
  Speaker 2: You have to practice as well. So this is practice.
• 46:24
  Speaker 3: This is hitting very deeply to me, and I think
• 46:27
  Speaker 3: what I've been reminding myself of more and more recently.
• 46:30
  Speaker 3: I just got back from a trip down to Santa
• 46:33
  Speaker 3: Barbara and I met up with Ronda Byrne, who is
• 46:36
  Speaker 3: the author of The Secret. I don't know if you
• 46:38
  Speaker 3: ever read it, but.
• 46:39
  Speaker 1: Do we know the Secret? Like I was just raised
• 46:41
  Speaker 1: in a secret home. My mom's like the secret Okay.
• 46:45
  Speaker 3: So I've always very firmly believed in just like the
• 46:48
  Speaker 3: power of the biology of the of belief, you become
• 46:51
  Speaker 3: the thoughts that you have. And meeting her and having
• 46:54
  Speaker 3: lunch with her a couple of times was just like
• 46:56
  Speaker 3: a very grounding experience and a recent remo that everything's good.
• 47:02
  Speaker 3: You know, like we are, we're on the path that
• 47:04
  Speaker 3: we're meant to be on. You are allowed to kind
• 47:06
  Speaker 3: of surrender to the experience. I think as humans we're
• 47:09
  Speaker 3: always really really grasping for control of things, and we
• 47:12
  Speaker 3: always want to know exactly what comes next, but sometimes
• 47:16
  Speaker 3: you just can't have that. And so I've been doing
• 47:19
  Speaker 3: my best to relinquish control and make smart decisions still
• 47:23
  Speaker 3: but kind of like relinquish the control and allow the
• 47:25
  Speaker 3: things that are happening to happen without my micromanaging or
• 47:29
  Speaker 3: anything like that. And I think the best reminder for
• 47:31
  Speaker 3: me is always our business and our like I guess
• 47:35
  Speaker 3: like individual careers as content creators have always been the
• 47:39
  Speaker 3: most successful when we're truly in like silly goose mode
• 47:43
  Speaker 3: and when we're just having fun. And it feels counterintuitive
• 47:46
  Speaker 3: because like we're told from childhood that you have to
• 47:49
  Speaker 3: get an adult job and you have to be serious,
• 47:51
  Speaker 3: and life is really serious and it's not like it's
• 47:54
  Speaker 3: it's really not. And even like a lot of the
• 47:56
  Speaker 3: gurus in the space will tell you, like you have
• 47:58
  Speaker 3: to sacrifice your twenties and you have to work super
• 48:01
  Speaker 3: long days and you can't go to your grandma's birthday party,
• 48:04
  Speaker 3: like there's all of these sacrifices you.
• 48:06
  Speaker 2: Have to make.
• 48:07
  Speaker 3: And I agree that it's true that you have to
• 48:09
  Speaker 3: be consistent, but you really don't have to make all
• 48:12
  Speaker 3: of those sacrifices. You can do both, and you can
• 48:15
  Speaker 3: have a lot of fun doing it. Like my twenties
• 48:17
  Speaker 3: were incredible. I had so much fun. I didn't really
• 48:20
  Speaker 3: miss out on that many opportunities. But I stayed consistent
• 48:23
  Speaker 3: to my goal and over a decade built an incredible
• 48:26
  Speaker 3: content creation education company just because I kept doing the thing.
• 48:30
  Speaker 1: Yeah, and I love all of this, as you know,
• 48:33
  Speaker 1: the creators listening in too, Like sometimes it's so easy
• 48:36
  Speaker 1: to just get in your head over things, right, And
• 48:40
  Speaker 1: I know it sounds cheesy, y'all, but you know I'm
• 48:42
  Speaker 1: a cheeseball. But like, gratitude is an attitude like you
• 48:46
  Speaker 1: could literally be Like even today I posted a story.
• 48:49
  Speaker 1: I'm like full calendar. I've had calls since nine and
• 48:51
  Speaker 1: I will end today at five, And I'm like, wow,
• 48:54
  Speaker 1: that must be my business is thriving, Like what a
• 48:56
  Speaker 1: blessing to be busy like trying to get or I
• 48:58
  Speaker 1: could complain. It's like two options, complain or be like grateful.
• 49:01
  Speaker 1: It's like and like you mentioned stopping at the door,
• 49:04
  Speaker 1: it's a practice, Like gratitude is also a practice. And
• 49:07
  Speaker 1: like having this mindset and being able to constantly like
• 49:10
  Speaker 1: oh I don't have to post content, I get to
• 49:12
  Speaker 1: post content, Like oh I don't have to work with
• 49:15
  Speaker 1: this brand, I get to work. It's like these little
• 49:17
  Speaker 1: switches in your shift of behavior that I think sets
• 49:21
  Speaker 1: you up for success. I have this like I've actually
• 49:23
  Speaker 1: never shared this, So you guys are in for a
• 49:25
  Speaker 1: treat right before we wrap up. We have a few
• 49:26
  Speaker 1: minutes left. But I have this desire to someday in
• 49:31
  Speaker 1: my career either write a book or like lead a
• 49:34
  Speaker 1: Ted talk on like more of an integrative model of life.
• 49:39
  Speaker 1: And that kind of means like for me anyways, like
• 49:41
  Speaker 1: you feel, women, dads, I think everyone kind of can
• 49:45
  Speaker 1: feel a little bit, especially working parents, especially as a woman,
• 49:48
  Speaker 1: like I think we feel, you know, well, we are
• 49:50
  Speaker 1: always losing, Like oh I'm not, you know, there's something
• 49:53
  Speaker 1: I'm always feeling at you know. And I'm sure Dad's
• 49:56
  Speaker 1: my husband, I'm sure feels this way too. But it's
• 49:57
  Speaker 1: like I'm doing I'm killing it at work, so my
• 50:00
  Speaker 1: home life sucks or my home life is doing great.
• 50:03
  Speaker 1: I'm losing at work and everyone feels like the zero
• 50:07
  Speaker 1: sum game of you're always losing. And I think someone
• 50:10
  Speaker 1: mentioned I don't know who it was. They're like, oh,
• 50:11
  Speaker 1: the dance you make, it's a pact you make with
• 50:13
  Speaker 1: the devil, Like you're always going to be losing. And
• 50:16
  Speaker 1: I'm like, why why do we always have to be losing? Actually,
• 50:19
  Speaker 1: what if we shift the paradigm. What if like working
• 50:22
  Speaker 1: and building systems and like figuring out how to manage
• 50:25
  Speaker 1: people actually makes you a better mom, right, like a
• 50:27
  Speaker 1: better household leader or being a parent makes you softer
• 50:31
  Speaker 1: at work because you're kindly to your team, you have
• 50:34
  Speaker 1: more compassion. There's other virtues that you bring to the table.
• 50:38
  Speaker 1: So like that actually makes me maybe fire people less
• 50:41
  Speaker 1: faster because I'm a maybe kar more compassionate, or like
• 50:43
  Speaker 1: working on leadership. So I think we have to stop
• 50:46
  Speaker 1: telling ourselves that we have to pick between these spaces,
• 50:49
  Speaker 1: that these two sides of the coin can help you
• 50:52
  Speaker 1: be overall better and more successful, and we don't have
• 50:55
  Speaker 1: to pick. And that goes for everyone listening.
• 50:57
  Speaker 3: So I hope to come into this Ted talk. I'm
• 51:02
  Speaker 3: so sad for this. This is incredible.
• 51:04
  Speaker 1: Okay, thank you, ky. I'll let you know when I
• 51:06
  Speaker 1: pitch it and when I write the book and when
• 51:08
  Speaker 1: Penguin House signs me for my book.
• 51:10
  Speaker 2: Tour.
• 51:11
  Speaker 1: But anyways, this was such a lovely conversation. I'm going
• 51:13
  Speaker 1: to include all your things in the bottom, all the links,
• 51:16
  Speaker 1: all the for you guys for one Peak Creative and
• 51:18
  Speaker 1: you're personal. But if there's anything you want to share
• 51:21
  Speaker 1: out loud where people can connect with you and find you,
• 51:24
  Speaker 1: this has been so informative, so lovely. I truly love
• 51:28
  Speaker 1: chatting with you today. It was awesome.
• 51:29
  Speaker 3: Yeah, this was like one of sometimes you just have
• 51:32
  Speaker 3: conversations that energize you, and I feel like we've really connected.
• 51:36
  Speaker 3: I'm so aligned with your way of thinking and appreciative
• 51:39
  Speaker 3: of the space that you held for us today. I
• 51:41
  Speaker 3: think if anybody wants to connect with us, just at
• 51:44
  Speaker 3: one Peak Creative on Instagram.
• 51:46
  Speaker 2: Also, Formatfinder dot ai.
• 51:48
  Speaker 3: Is a new tool that we just released fifty seven
• 51:51
  Speaker 3: dollars for the first month, and I truly think it
• 51:53
  Speaker 3: will revolutionize the way you create content. Also, you can
• 51:56
  Speaker 3: try it for seven days and if it doesn't work
• 51:57
  Speaker 3: for you, you get your money back, and with it
• 51:59
  Speaker 3: you get.
• 52:00
  Speaker 1: If you join. Abby told me about this, I'm joining
• 52:03
  Speaker 1: like today.
• 52:03
  Speaker 2: It's insane. It's insane, like some of the case studies.
• 52:06
  Speaker 1: Format tell us about it, tell us about it like,
• 52:08
  Speaker 1: because I already know, but I want you to share
• 52:10
  Speaker 1: what formatfinder is.
• 52:11
  Speaker 3: Okay, it's kind of challenging to go super in detail
• 52:14
  Speaker 3: on exactly how it was made, but in as short
• 52:16
  Speaker 3: form as I can share it. Content creation. Every single
• 52:19
  Speaker 3: viral video you've ever seen falls into five different format categories,
• 52:23
  Speaker 3: and they are categorized by what we were talking about earlier,
• 52:26
  Speaker 3: the payoff. So the educational format. You've seen tons of
• 52:30
  Speaker 3: different educational videos. There's different ways of doing them, but
• 52:32
  Speaker 3: they all are categorized into education because the payoff is
• 52:36
  Speaker 3: the closing of a thought loop. You get like a
• 52:38
  Speaker 3: new idea and you close that loop.
• 52:40
  Speaker 2: That is the payoff.
• 52:41
  Speaker 3: So we've categorized every video into these five different types
• 52:44
  Speaker 3: of formats and we've made so far, we've made like
• 52:47
  Speaker 3: fifty different trainings on different proven viral formats. So we
• 52:51
  Speaker 3: built this entire massive library of trainings out and then
• 52:55
  Speaker 3: we built an AI component around it. So essentially all
• 52:59
  Speaker 3: you do is you come in and you type in
• 53:01
  Speaker 3: your niche and then based on all of the data
• 53:03
  Speaker 3: we've collected from our database, it's going to select the
• 53:07
  Speaker 3: best most likely format for you to succeed, and it's
• 53:10
  Speaker 3: going to suggest ideas, So then all you have to
• 53:13
  Speaker 3: do is click add to ideas on the idea, it
• 53:16
  Speaker 3: generates a hook. With one more click it will generate
• 53:18
  Speaker 3: a full script, and then one more click it generates
• 53:20
  Speaker 3: a full shot list. So you can just click three
• 53:23
  Speaker 3: buttons and have an entire concept that's ready to go
• 53:26
  Speaker 3: out and create. And the best part about it, you
• 53:29
  Speaker 3: can also come back to the app and analyze your videos.
• 53:32
  Speaker 3: So let's say you have a top performing video, you
• 53:34
  Speaker 3: can come and put it in our analyzed feature. It'll
• 53:36
  Speaker 3: tell you exactly where the retention dropped off, what worked well,
• 53:39
  Speaker 3: and then it'll give you spinof ideas. And a new
• 53:42
  Speaker 3: feature that we're shipping next month is you can turn
• 53:44
  Speaker 3: your most successful videos into carousels with one click.
• 53:47
  Speaker 2: So it's going to be if you.
• 53:49
  Speaker 3: Have a really successful reel that you posted, you come
• 53:51
  Speaker 3: to the analyzed feature and you turn it into a carousel,
• 53:54
  Speaker 3: and then you just have all of the text populated
• 53:57
  Speaker 3: on there and you have two pieces of content out
• 53:59
  Speaker 3: of one. So it's revolutions and the way our creators
• 54:02
  Speaker 3: are working. We have one student who came in in
• 54:05
  Speaker 3: like semi retirement, had never created content before, and she's
• 54:09
  Speaker 3: at almost one hundred million views just making content from
• 54:12
  Speaker 3: using format Finder. Her name's Mary Beth. She's an absolute angel.
• 54:16
  Speaker 3: Her and her husband are hilarious, and I just truly
• 54:18
  Speaker 3: think that it's going to change content creation.
• 54:21
  Speaker 1: I'm so pumped. This is so cool, you guys, like,
• 54:24
  Speaker 1: I feel like we're getting like a sneak peek, like
• 54:26
  Speaker 1: you hit it first. Okay, so formatfinder dot Ai put
• 54:29
  Speaker 1: the link below and then obviously one peak Creative. I
• 54:31
  Speaker 1: have actual students in my community because I get a
• 54:34
  Speaker 1: lot of people to ask me about the content game.
• 54:37
  Speaker 1: And I've asked people. I'm like, guys, like who should
• 54:39
  Speaker 1: I recommend for a short form video course? Because you
• 54:42
  Speaker 1: guys know, I don't do that, and I can't sell
• 54:44
  Speaker 1: fools gold, Like it's just against my ethics. I can't
• 54:46
  Speaker 1: sell what I'm not good at. I'm good at pitching,
• 54:48
  Speaker 1: I'm good at monetizing, but the content and they told
• 54:51
  Speaker 1: me about you guys. They're like, oh, we took this
• 54:53
  Speaker 1: TikTok reels course. It was really good and I had
• 54:56
  Speaker 1: actual students take your short form video. I actually sent
• 54:59
  Speaker 1: it to my mom. She's like a real term, like,
• 55:01
  Speaker 1: oh I heard about these guys. I hadn't met you yet,
• 55:04
  Speaker 1: and I'm like, I've heard about them, and that's how
• 55:05
  Speaker 1: we researched you because our actual community uses you guys,
• 55:08
  Speaker 1: so we're like, they must be great if our students
• 55:10
  Speaker 1: are loving your course so well.
• 55:12
  Speaker 2: I love that.
• 55:13
  Speaker 3: Thank you so much for sharing that that. I love
• 55:15
  Speaker 3: hearing those case studies really appreciate it.
• 55:17
  Speaker 1: Yeah, like the secret, like you know when people are
• 55:19
  Speaker 1: like like people are like telling us about you guys,
• 55:21
  Speaker 1: like behind the back. That's why I learned about you guys.
• 55:24
  Speaker 1: But everyone go ahead and follow one pe creative and
• 55:28
  Speaker 1: the links are below. You guys can connect with Connor
• 55:29
  Speaker 1: formatfinder dot ai and thank you Connor again. We're so
• 55:33
  Speaker 1: excited to have had the conversation today.
• 55:36
  Speaker 2: Thank you,