Latest / Gimbal Podcast / The New Rules for Making Money on YouTube in 2027

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The New Rules for Making Money on YouTube in 2027 · Gimbal Podcast

• 0:00
  The secret to doing YouTube and growing your channel and actually making money at the same time is... Hey everyone, my name is Oscar Owen and in this podcast we're going to be breaking down the new rules for making money on YouTube in 2026.
• 0:12
  I've taken people from $50 a month on AdSense to making hundreds of thousands of dollars a month and I'm going to reveal all the source and break down everything step by step in this podcast.
• 0:22
  Oscar, welcome to the show.
• 0:24
  Can you give me the top level highlight reel of your resume all the way from when you started to today?
• 0:32
  I started off as a magician on YouTube.
• 0:35
  So I grew my YouTube channel from zero to 1.6 million subscribers.
• 0:39
  And then from there, I made a bit of a transition where I started teaching YouTube strategy to business owners and brands as well, such as L'Oreal, Gymshark, Meta.
• 0:48
  We worked with people like Dua Lipa in the past, which is really exciting as well.
• 0:51
  But really, I spend most of my time today just helping business owners and founders grow on YouTube and show them not just how to get more views, but how to convert viewers into buyers and actually make income and money from their channel as well.
• 1:02
  And from what I understand, you have students that have very small subscriber counts, but are making six figures in revenue.
• 1:10
  Yeah, per month.
• 1:10
  Yeah.
• 1:11
  So probably one of the biggest misconceptions with YouTube is that you need a lot of views in order to make a lot of money on YouTube.
• 1:18
  But the reality is it's never the quantity of views that makes you money on YouTube.
• 1:22
  It's the quality of views.
• 1:24
  And I mean, there's students that I work with off the top of my head.
• 1:26
  There's a guy called Jamin Shah.
• 1:28
  His channel is called JPI Maths.
• 1:30
  He has less than 15,000 subscribers.
• 1:32
  And last month he made $300,000 from his YouTube channel.
• 1:35
  And the secret behind that, and we can go a lot more into detail if you want, but it's really 1,000 targeted views on YouTube is worth more than 100,000 untargeted views.
• 1:45
  All right.
• 1:45
  Because you could have the best YouTube video in the world.
• 1:48
  You get a video that gets a million views.
• 1:49
  But if those million views are all from children, then they're never going to buy your products and services.
• 1:53
  Right.
• 1:53
  So it's always relevance overreach.
• 1:55
  And that's really what I focus on.
• 1:57
  So in Jamin's case, for example, you know, he sells a very expensive high ticket program where he helps students get past their maths exam and get into Oxford and Cambridge.
• 2:05
  And he only needs a thousand targeted views in order to start making money from that channel per video.
• 2:11
  That is because the viewers of his videos are so targeted.
• 2:14
  So the next question is like, cool, that makes sense.
• 2:15
  But how do you actually get targeted views?
• 2:18
  And that's where it all comes down to the ideas, the titles, the thumbnails, the scripts, who you're actually targeting and getting very specific and clear on that in the first place.
• 2:25
  And then making videos for that individual in the first place.
• 2:28
  The biggest mistake that people make on YouTube is they just go, oh, I'll make a video and upload it and then just see what happens.
• 2:35
  And they do what I call publishing and praying.
• 2:37
  They publish a video and pray that the right kind of people see it.
• 2:40
  But the best way to approach YouTube, especially going forward in 2027, is to really get crystal clear on who you're making videos for.
• 2:48
  So what are their pain points?
• 2:49
  What are their goals?
• 2:50
  What do they want to achieve?
• 2:51
  What are their frequently asked questions?
• 2:53
  And making very specific content around that.
• 2:55
  And if you can do that and attract the right kind of people to your channel, you only need a thousand views on average per video to actually start making real money from your channel.
• 3:03
  So I'm thinking of like, you know, that chicken and egg scenario where it's like, do you make the video first and the views like lead to subscribers leading to product sales, whatever, or you're kind of going at it from the other side with like product first and then like making the video to match the product.
• 3:19
  Is that kind of the difference?
• 3:21
  Yeah, it's kind of that.
• 3:22
  I mean, a lot of people who are watching this probably don't have a product yet, but they should still be thinking in the future, what is it that I want to sell?
• 3:29
  So when it comes to firstly deciding what your YouTube channel is actually about, and this is relevant, this was relevant five years ago, this is relevant today, and this will be relevant in 2027, is you've got to follow the four Ps, which is passion, proficiency, perspective and profit.
• 3:41
  So the first thing your YouTube channel has got to be about is something that you're passionate about, right?
• 3:45
  So my own channel's got 1.6 million subscribers.
• 3:48
  I wouldn't have done that for 10 years if I wasn't passionate about magic, because that's the thing that it actually teaches.
• 3:52
  The next P is proficiency.
• 3:54
  You've actually got to be good at the thing that you teach.
• 3:56
  Very importantly, you don't have to be the best in the world.
• 3:58
  You don't have to be like, I'm not the best magician in the world.
• 4:00
  There's people who are way better than me.
• 4:02
  Let's just say I'm a six out of 10 in magic.
• 4:05
  Well, that's great because I can provide value to everyone who's a one, two, three, four or five.
• 4:09
  Okay.
• 4:09
  So once you can basically figure out your passion and your proficiency, you're two steps of the way there.
• 4:14
  The next one is perspective, which is what makes you different than everybody else talking about this same thing on YouTube.
• 4:20
  So in the case of my magic channel, it was because I had really high cinematic photography production.
• 4:25
  So that's what separated me from all the other thousands of magic channels on YouTube.
• 4:29
  But in other people's cases, it might be their backstory.
• 4:32
  It might be that they've just spent hours researching different topics.
• 4:35
  It might be that they've failed loads in the past and they want to share that.
• 4:38
  And that's their unique
• 4:39
  perspective so you've got to figure out passion proficiency perspective but then the final p is profit which is kind of circling back to your question can you actually make money in this niche and what i tend to recommend people do is just go and research on youtube are there other people in this niche making money for example in the like let's say gaming it's a lot harder to make money in that than it is if you're you know doing financial plan uh retirement planning for you know random example
• 5:03
  And then from there, you kind of know, okay, cool.
• 5:05
  This is what my channel is about.
• 5:07
  And I know that I can make money from this channel.
• 5:09
  And then you can start to reverse engineer.
• 5:11
  Cool.
• 5:11
  If I want to make money, who would I sell to?
• 5:14
  And what would I sell to them?
• 5:15
  And what does this person look like?
• 5:17
  What's their age?
• 5:17
  What are their pain points?
• 5:18
  What are their goals?
• 5:19
  And then from there, you can start reverse engineering the actual types of videos you can make to reach those individuals, if that makes sense.
• 5:25
  Okay.
• 5:26
  So I've got Jamin's YouTube channel up on my second monitor here.
• 5:30
  What exactly is he selling and how is he earning six figures a month?
• 5:35
  So the first thing is he is really good at maths.
• 5:38
  He went to Oxford and he studied mathematics.
• 5:40
  And in order to get into Oxford or Cambridge, you've got to pass a very specific maths exam.
• 5:45
  His unique perspective, as I mentioned earlier, was he actually went to Oxford, he actually passed his exam, and he's very good at the thing he's done.
• 5:52
  The question then becomes, okay, that makes sense, but why does this channel specifically make so much money with so few views?
• 5:58
  The first thing I'd mention is...
• 5:59
  is we got really clear on who he was targeting.
• 6:01
  And it's specifically people wanting to get into Oxford and Cambridge, who are between the ages of 17 and 18.
• 6:06
  So initially in his channel, what he was doing was just trying to get views, like most people.
• 6:10
  So he was making videos, you know, like how to get better at maths, how to pass your maths exam.
• 6:14
  The problem with that is that appeals to anyone who wants to get better at maths.
• 6:18
  That might appeal to an accountant who's about to pass their maths exam.
• 6:21
  That might appeal to a student trying to pass their, you know, GCSEs or A-levels.
• 6:26
  And it also might just appeal to maths enthusiasts who like maths, but they're just, you know, going to consume the content.
• 6:31
  And by the way, there's loads of channels on YouTube that are 50 times the size of his that just talk about maths and they have millions and millions of views.
• 6:38
  But I guarantee you almost every single one of them doesn't make the money that he does.
• 6:41
  Now, if you actually look at his channel, the titles, firstly, he doesn't just say like how to get better at maths.
• 6:47
  Firstly, he does a two part formula in his titles, which is he calls out his ideal viewer and he calls out their specific situation.
• 6:55
  So the only people he wants watching his videos are people who want to get into Oxford and Cambridge.
• 6:58
  which means he only needs a thousand of these views because they're so targeted.
• 7:02
  And then what we've also done with him is we've worked on building a really good back-end system where he's got all his free videos on YouTube.
• 7:08
  But for those people who want to invest a bit more and to really have the best chance of passing this exam, he does have a basically tutoring program where he charges anywhere between 1k and 10k, depending on how much attention they need before the exam going forward, if that makes sense.
• 7:23
  The craziest part on top of all this, if you actually watch the videos, it's literally Loom recordings, right?
• 7:28
  So there's no fancy camera setup.
• 7:29
  His thumbnails just says Oxford and Cambridge University logos.
• 7:32
  And this is another thing that a lot of people get wrong on YouTube.
• 7:35
  They think that if I increase the production value of my content, then I will make more views.
• 7:40
  Now, I'm not anti high production.
• 7:41
  Like I've got a lovely studio here and I'm all for having better microphones, better cameras and all that stuff.
• 7:46
  But what people have got to remember, it's the value in your video that is going to determine the financial success of your channel, not the quality of your equipment.
• 7:53
  What are the non-negotiables then?
• 7:55
  Like, what did he have when he started?
• 7:57
  And then what did you change?
• 7:59
  That's a great question.
• 7:59
  So when he started with us, he was making about £50 a month on AdSense.
• 8:03
  And the first thing was just getting very clear on who he was making videos for.
• 8:07
  So a big problem that a lot of YouTubers have if they always think about the how.
• 8:10
  How do I do a good thumbnail?
• 8:11
  How do I do a good title?
• 8:12
  How do I script a video nicely?
• 8:13
  But they forget about the who, which is who am I actually making these videos for?
• 8:17
  A really good comparison could be like Facebook ads.
• 8:19
  A lot of business owners, when they run Facebook ads or any type of advertising, the reason Facebook is such a good advertising platform is because you can get so granular with who you're targeting.
• 8:28
  Let's just say you're trying to launch a new advert for a phone.
• 8:30
  I'm making this up.
• 8:31
  You wouldn't just say men in America.
• 8:34
  You would say, no, no, no.
• 8:34
  I want to target men in this state between this age range who earn over a certain amount of money, who have blue eyes, whatever it is.
• 8:41
  You can get so, so specific.
• 8:42
  And that's what makes an ad campaign really work.
• 8:44
  And that's why Facebook is, you know, a trillion dollar company, essentially, because they provide you with that data.
• 8:50
  just see YouTube almost like a sort of ad platform, where the more specific you are and the more you call out your ideal viewer in the title and the thumbnail and in the language you use, the more likely you are to attract people who are ready to buy from you.
• 9:02
  And then I think the second non-negotiable is being able to communicate your value on YouTube.
• 9:07
  I've worked with so many people and they're world-class what they do.
• 9:10
  absolutely amazing what they do.
• 9:12
  And then let's say 10 out of 10 technically at whatever skill it is they're trying to teach.
• 9:16
  But on camera, when they speak to the camera, they're like a three out of 10.
• 9:20
  And if someone sits down and watches your video, do they see you as the 10 out of 10 or do they see you as the three out of 10 in terms of communication?
• 9:27
  Well, the truth is they always see you as a three out of 10 because on camera and on YouTube, you are as good as you communicate.
• 9:33
  So the next non-negotiable I'd have with people is really spend time understanding how to get comfortable talking to the camera, just, you know, and get in a position where you can just talk to it, have a good vibe, come across as friendly.
• 9:44
  And that's what makes people like you as well.
• 9:46
  And like builds trust and trust is what builds sales and views and subscribers and all that fun stuff.
• 9:50
  Okay, so let's say I've got the four Ps and I have a passion for something like gardening and I have a product that I want to sell online, but I'm going to go through you and through your agency.
• 10:05
  How do you set expectations for me in terms of time and what needs to be done in those earliest days?
• 10:12
  So I think one of the hardest things with YouTube is it does take time to see results because YouTube is not like TikTok where you just can upload a video and it gets served to people and you get like 10,000 views in the first video.
• 10:24
  I know there's been a recent algorithm change where it is easy to get views, but YouTube generally speaking is still one of the hardest platforms.
• 10:30
  So I always tell people it's like your first 10 videos are just for learning the craft of being a YouTuber.
• 10:35
  Forget about views, forget about subscribers, forget about blowing up and
• 10:38
  trying to become the next Mr.
• 10:40
  Beast or whatever.
• 10:40
  Just really think about those 10 videos as a test to learn firstly how to think of an idea, then how to do a title, then how to do a thumbnail, then how to script and how to speak to the camera.
• 10:50
  And see it as almost like, you know, if you wanted to go to the gym or you wanted to learn a new skill, you have to put in the reps. You have to get good at the skill before you're in a position where you deserve the results.
• 10:59
  It's exactly the same with YouTube, right?
• 11:01
  You can't just expect your first 10 or 20 videos to blow up because there's so many little soft skills you've got to learn
• 11:07
  in order to make an amazing video.
• 11:09
  Once you kind of do that, you can then move into the stage of really optimizing your videos.
• 11:14
  If one or two of your videos kind of popped off, then you might double down on that and really start to explore why those videos resonate with your audience more and make more content there.
• 11:22
  That's kind of videos 20 to 30.
• 11:24
  And then after that, you can really start to actually optimize and scale your channel.
• 11:28
  The golden rule with YouTube, if anyone wants to be successful in YouTube and they just said, what is the secret formula?
• 11:33
  It's basically this.
• 11:34
  All you need to do is make one video per week for 52 weeks and improve one thing at a time.
• 11:39
  That is literally it.
• 11:40
  I can't put a number on it.
• 11:41
  I can't see it have this many subscribers or make this much money or have this many views.
• 11:44
  But it will change your life and business in some way, shape or form because you're putting yourself out there and you're always getting better.
• 11:50
  with beginners, it is that just long-term perspective.
• 11:53
  And I spend more time talking about mentality with those guys and really just putting them, understanding where they are in the journey.
• 11:58
  Because the truth is like, you know, my channel with 1.6 million subscribers, I can make a fairly average video, but because I've already got momentum, because I've already got an audience, that video will just get views.
• 12:09
  But when you're just starting out, you don't have any of that momentum.
• 12:12
  It's a bit like a rocket ship taking off from Earth.
• 12:14
  It uses 95% of its fuel just to get off the first few inches.
• 12:17
  And then the other 5%,
• 12:20
  is for the zillions of miles that it travels after that, right?
• 12:22
  Do you have any advice for people who feel frustrated after following those exact steps for a year, a year and a half, and still not seeing results?
• 12:31
  What's the next step for them?
• 12:33
  I think always having an outside perspective is good.
• 12:36
  If you've made 150 videos in that case, or 100 videos, and you're not getting any results,
• 12:42
  then normally there's probably something that you're not seeing.
• 12:45
  Mr.
• 12:45
  Beast of like famously says, you know, always replace the word algorithm with the word audience because the algorithm just reflects what your target audience wants.
• 12:52
  Okay.
• 12:53
  So it's like, if you make a hundred videos, you've done this for years and you're just still not seeing results.
• 12:57
  It's not that the algorithm hates you.
• 12:59
  It's that your target audience is...
• 13:00
  potentially being served these videos and not clicking on them and the truth is without actually going in and really analyzing it it could be your ideas titles thumbnails it could be a million different things so i just recommend people get outside perspectives you know part one and then part two is probably looking at what is working in your niche with other channels and just comparing the two and seeing what someone else is doing that you're not doing and being really critical on yourself or getting an outside perspective to kind of see how you can improve on your channel going forward
• 13:26
  Do you have any resources, be it books or other YouTube channels or podcasts that you recommend to people to help them learn quicker?
• 13:34
  I think YouTube in itself is the best resource.
• 13:36
  If you just spend time, it sounds silly because my job is scrolling through YouTube videos and going, oh yeah, that's a cool title.
• 13:42
  I'll quite like that.
• 13:43
  Put that in my memory bank somewhere.
• 13:45
  But really spending time on looking at what other people in your niche are doing.
• 13:49
  So a really good little hack people can do.
• 13:51
  is create a brand new channel with a different email account and everything.
• 13:56
  And it creates like a brand new Gmail account.
• 13:59
  And then open up YouTube on a fresh new tab.
• 14:02
  And there's kind of no browsing history.
• 14:03
  It knows nothing about you.
• 14:05
  And then just start searching for videos in your niche.
• 14:07
  And what it means is obviously stuff will pop up that's in your niche, but then YouTube will start recommending videos for you that are performing well in your niche.
• 14:15
  And you can kind of really put yourself in the position of your ideal viewer.
• 14:19
  and kind of see what YouTube is currently recommending people live as if they were your ideal viewer.
• 14:24
  And then compare that to your actual channel and be like, okay, why are these videos being served and my videos aren't?
• 14:30
  Is this a good time to ask about your 60 million views short?
• 14:32
  Yeah, that's probably my worst ever story.
• 14:36
  Oh, this was terrible.
• 14:37
  I nearly wrecked.
• 14:37
  So I've got a YouTube channel that teaches magic.
• 14:39
  And as I said, it's got a lot of subscribers.
• 14:41
  And the most viewed video I ever made
• 14:44
  was a YouTube short and it got 60 million views.
• 14:47
  And that video brought in 123,000 subscribers from one 60 second video.
• 14:52
  And I remember I made the video and I uploaded it.
• 14:54
  It took a couple of days, but then it really took off.
• 14:57
  And I kind of showed it to all my, you know, YouTuber friends and whatnot.
• 14:59
  And they were like, oh my God, Oscar, you've made it.
• 15:01
  Make more videos like this.
• 15:03
  Like, keep doing this.
• 15:04
  You'll hit 10 million subscribers really fast and you'll blow up as fast as possible.
• 15:08
  But actually what happened from that was the video kind of taught a trick or revealed a trick that was on Britain's Got Talent, which is just, you know, big old talent show.
• 15:16
  And the audience, when I went into the demographics, they were all children who didn't want to learn magic.
• 15:21
  They just wanted to see how like famous tricks were revealed.
• 15:23
  And because it was such an influx of subscribers, we're talking about over 123,000 people, it completely wrecks my magic business and all my magic videos going forward.
• 15:31
  Because my main videos teach the art of magic.
• 15:34
  We go so deep into slights and handling and prestidigitation and all these different things.
• 15:40
  But the new audience, they didn't want that.
• 15:43
  They just wanted to know how the next Britain's Got Talent video worked, essentially, and what the reveal behind the trick was.
• 15:49
  So every single video I made after that, at
• 15:51
  absolutely tanked.
• 15:52
  They were all 10 of 10s in the YouTube studio.
• 15:54
  And it really meant that every time I served a new video to my audience, a long form video, all of these short form viewers who just subscribed to me didn't click on it.
• 16:02
  And if they did click on it, they'd click straight off because it's not what they really wanted.
• 16:06
  And that taught me a really valuable lesson that when it comes to making short form content specifically on YouTube, I'm all for shorts.
• 16:12
  I think shorts can be really good, but you've got to be very, very careful with the type of short form content you make.
• 16:17
  So when it comes to making short form content, I tell people to follow the three C's, which stands for Content Color Calibre.
• 16:22
  Which means if you make short form content, firstly, make sure the actual content itself is the same as your long form content.
• 16:29
  Super, super important.
• 16:30
  That was the main mistake I made.
• 16:31
  The next one is color.
• 16:32
  So like the color schemes, the vibe and all that kind of stuff is the same as your long-form content.
• 16:36
  And the final one is the caliber.
• 16:38
  If you make, you know, really nice, beautiful, heavy edited videos, make sure that's also reflected in your short-form content as well.
• 16:44
  Because the only goal of short-form content, the only goal is to send people to your long-form content, especially if you're trying to convert viewers into buyers and make money.
• 16:52
  Because people don't buy from, you know, watching 50 shorts.
• 16:55
  They buy from spending time with you and actually watching your long-form content.
• 16:59
  Right.
• 16:59
  So the best thing you can do is make short form content that sends people to your long form content.
• 17:03
  And if you can do that and you follow the three C's, then short form is really good.
• 17:07
  But if you do what I did and make the same mistake I did, which is try to get views and go viral.
• 17:11
  Yeah, it can really wreck your channel and wreck your business.
• 17:14
  And it took me about six months of making loads of long form videos to kind of rectify that big mistake I made.
• 17:20
  Let's say I'm going into it and I have $10,000 to put into my YouTube channel up front.
• 17:26
  Should I consider paid ads?
• 17:28
  Should I consider a program?
• 17:30
  Really good question.
• 17:31
  Definitely not paid ads.
• 17:33
  So paid ads, I'm yet to see it properly.
• 17:36
  So I'm probably do paid ads on organic together.
• 17:37
  I'm sure people do.
• 17:39
  The thing with paid ads, right, is when you put ad spend behind a video, it removes the video from the algorithm.
• 17:43
  So let's just say we put this podcast onto YouTube now.
• 17:47
  and then we put $10,000 of paid ads, it removes it from the organic algorithm because you want the ad spend to be getting the views, not just organic stuff.
• 17:55
  And then YouTube will never say this, but it's just from the people I've worked with who have done this.
• 17:59
  It kind of like is very hard to reintegrate that video back into the algorithm.
• 18:03
  I'm sure it has happened, but it's just from my experience, it's not the best place.
• 18:06
  And then in terms of what I would spend the money on, you know, I do coach people, so I'm not going to say spend it on a coach because that's,
• 18:13
  Obviously, if you want help, spend it on help.
• 18:15
  But I would really think about spending that money probably on this thing with YouTube.
• 18:19
  It's not even a money game.
• 18:21
  It's really I would spend time.
• 18:23
  I wouldn't spend money.
• 18:23
  You can buy help and that compresses time.
• 18:26
  So I understand that.
• 18:27
  But really, it's like I would really spend time understanding the craft of doing YouTube.
• 18:31
  So let's say I have a finance business, like a wealth management investment advisory business.
• 18:38
  How would you help me start?
• 18:39
  Such a good example.
• 18:40
  So what the problem most people would do is, cool, I'll make a video on wealth management.
• 18:44
  That's what they'll think because that's what they do.
• 18:46
  But it's not specific enough.
• 18:48
  And if they did make videos on wealth management or wealth or money, guess who you're competing against?
• 18:53
  All the biggest finance channels in the world who've been doing this for years and they've got teams of people behind them.
• 18:58
  So if you did make that video, and even if it was very good, because you are a newer channel, who is YouTube going to show?
• 19:04
  The guy who's been doing this for like, you know, 10 years, got full team and loads of credibility or your brand new channel.
• 19:09
  It's much more likely that you won't get shown if you made a video which is like how to manage your money better, even if the title was slightly more fancy than that.
• 19:17
  Okay, so the next thing we'll do is kind of going right back to the beginning.
• 19:20
  Who specifically are we targeting?
• 19:22
  So I can give you examples from people we've worked with.
• 19:24
  We actually had a guy come to us who's like, I do financial planning.
• 19:28
  And we're like, cool, but how old are these people?
• 19:30
  Where do they live?
• 19:31
  Because also, if you made a video about financial planning, and you only work in the US, and you get all these people from the UK coming, then they're useless views.
• 19:38
  With him, for example, we can we can run through this example together.
• 19:41
  It could be we specifically help people who want to retire how to plan.
• 19:45
  OK, that's interesting.
• 19:46
  We've got a bit more of a specific niche there.
• 19:48
  But then on top of that, where do these people live?
• 19:50
  Because let's just say your business was US based.
• 19:53
  Then it's like, OK, cool.
• 19:54
  We help people between the ages of 55 to 65 plan out their retirement in the US.
• 19:59
  Now, suddenly we actually know who we're speaking to.
• 20:02
  So when it comes later to scripting out this video, we can actually call them out.
• 20:05
  And it really feels like that video is made for them.
• 20:07
  And when this video is then put against a much bigger channel on like how to manage your money, that specific person you want to work with is actually going to relate to you more than the massive channel.
• 20:16
  This is where it starts to get quite messy and you start to go like, oh, yeah, that makes sense.
• 20:20
  Then what's a question that they might be having in their head?
• 20:22
  It might be something like if they're about 55, maybe they're still working and maybe they're thinking to themselves, what's the best age to retire?
• 20:30
  Is it 60?
• 20:30
  Is it 55?
• 20:31
  Is it 67?
• 20:32
  That's just a question they might be asking.
• 20:34
  A really good thing to do, though, as I said earlier, is go on YouTube and see what questions people are asking.
• 20:39
  Buy the most popular videos because they're often answering the questions that people have.
• 20:42
  And if that video has got loads of views, you know it's a question that's in demand.
• 20:45
  Let's just say they were wondering to themselves, what is the best age to retire?
• 20:50
  Your title of the video would have to reflect that.
• 20:52
  So it would be something like, is retiring at 60 better than 67 brackets USA?
• 20:59
  So remember at the beginning, we talked about how we want your ideal viewer and their specific situation.
• 21:04
  We're calling out the ideal viewer by saying USA and is retiring better.
• 21:08
  Like it's calling out somebody's planning about retirement, think about retirement, but it's also answering their question, which is, is it better to retire at 60 or 67?
• 21:16
  So that would be the title.
• 21:17
  And then the thumbnail would probably be your face.
• 21:19
  And next year you'd have some text that breaks a belief that that viewer might be having.
• 21:24
  So let's just say the text on the thumbnail would be something on the lines of, and again, I'm making this up.
• 21:28
  This is what we normally spend hours doing, but it could be something which is like, never retire at 67.
• 21:33
  if that is genuinely your belief.
• 21:35
  Now, suddenly, we've got a thumbnail and title that calls out our ideal viewer, and it's geospecific, so it really, like, speaks to that individual, and we're now in a very strong position.
• 21:44
  The next question, though, is like, okay, cool, so that makes sense.
• 21:47
  I know the title, I know the thumbnail, I know our ideal viewer.
• 21:49
  Now we've actually got to make a video.
• 21:50
  Like, what the hell do you say in a video?
• 21:52
  How do you script it?
• 21:53
  How do you all that stuff?
• 21:54
  To really simplify videos down, I always tell people to follow the Hive framework that stands for Hook Intro Value End Screen.
• 22:01
  And if you're listening to this, just write that down.
• 22:02
  The hook is basically between the first zero to 10 seconds.
• 22:06
  And all the hook needs to do is repeat the title.
• 22:08
  You've got to remember that the idea and title, they set an expectation in the viewer's head.
• 22:13
  So the viewers clicked on this video expecting something.
• 22:16
  Unlike TikTok, unlike Instagram, YouTube is a decisions platform.
• 22:19
  meaning people have to decide to click on the video, it's not just served to you.
• 22:22
  The first 10 seconds just has to match that expectation.
• 22:25
  And the easiest way to do this is you just repeat the title.
• 22:28
  So the beginning of this video, a mistake a lot of people make is they'll be like, Hey guys, welcome back to the channel.
• 22:32
  Thanks to this subscriber.
• 22:33
  Shout out to this guy.
• 22:35
  And then people click off.
• 22:36
  And that's why you see massive drops in retention at the very beginning of the video, because you haven't matched the expectations set by the title and thumbnail.
• 22:42
  So remember, the title of this is like, is retiring at 60 better than 67 in the USA or whatever it was.
• 22:48
  So the first thing I'd say is like, hey, everyone, welcome back to the channel.
• 22:51
  In this video, I'm going to let you know if you should retire at the age of 60 or 67 if you're based in the USA.
• 22:57
  Now, what you've done there is you've just confirmed the expectations set by the title and thumbnail.
• 23:02
  That's the first 10 seconds of the video.
• 23:04
  The next step is introductions.
• 23:05
  Now we've done the hook.
• 23:06
  Now we do the introduction.
• 23:07
  And that's between 10 and 30 seconds.
• 23:09
  What you now have to do is give people a reason to listen to you over all of the other channels talking about this same topic on YouTube.
• 23:16
  So what you want to do here is really just give yourself credibility.
• 23:19
  Why is it someone should listen to you about this topic over everyone else?
• 23:22
  And again, this is literally just for 20 seconds, a couple of sentences.
• 23:25
  And again, we're making this up, but it could be like, you know, and by the way, my name is Devin and I've been a financial planner for the last 20 years.
• 23:34
  And this is the advice I give all my students or all my, what would you call it?
• 23:38
  All my customers.
• 23:39
  The big mistake people make here is they list out like every single little thing that they've done.
• 23:43
  You don't need to do that.
• 23:44
  Just keep it short and sweet.
• 23:45
  And it just confirms that the viewer is in the right place and they're listening to the right person.
• 23:49
  So that's hook.
• 23:50
  That's intro.
• 23:51
  And now we go to the actual value of the video.
• 23:54
  And what I like to do for value is just split the video into three to five points.
• 23:58
  So it's kind of the listicle format.
• 23:59
  So let's just say point number one, the reason you should retire at 60 is because you actually, I'm just going to, I'm making this up, but you actually save more money.
• 24:07
  So that's going to be point number one.
• 24:09
  You've got point number two, point number three, point number four, point number five.
• 24:11
  You break them down.
• 24:12
  And then finally, end screen is the, what E stands for.
• 24:16
  And essentially all you need to do for the end screen is set up a new problem and say that another video of yours will solve this problem.
• 24:23
  What do I mean by that?
• 24:24
  Well, basically, if you want people to build trust with you on YouTube, they've got to binge your content.
• 24:28
  So what a mistake a lot of people make is they just go out, thanks for watching the video, see you in the next one.
• 24:32
  But that doesn't give someone a reason to click on another one of your videos.
• 24:35
  The end screen would be something like, so thanks so much for watching, guys, but everything I've said is completely useless if you don't actually qualify for a 401k.
• 24:43
  So watch this video where I break down if you do or don't qualify.
• 24:46
  And suddenly someone goes, oh, I probably need to see that.
• 24:49
  And then they click on that video.
• 24:50
  Now, the one thing we haven't mentioned here is call, but like, how do you actually convert viewers into buyers?
• 24:53
  How do you actually make sales?
• 24:54
  What's Jamin doing to make all this money?
• 24:56
  Because if people just get to the end of your video and then click on the next one, next one, at what point do they leave YouTube and go and buy your products or services?
• 25:04
  And the thing that people have to remember is inside your videos, you want call to actions.
• 25:08
  So a call to action is very, very simply you telling the viewer to take the next logical step in their buyer's journey.
• 25:14
  So it might be to your newsletter.
• 25:15
  It might be to an actual product you've done.
• 25:17
  And all you're trying to do is just get them to take the next possible step that drives revenue to your business.
• 25:21
  And there's a couple of things that people should do here.
• 25:23
  The first thing is your first call to action should go about two to three minutes into the video after your first main point.
• 25:30
  So remember when hook intro value and then value is broken down into three to five points.
• 25:34
  That's the meat of the video.
• 25:35
  After your first point, that's where you want your first call to action.
• 25:38
  And the reason for this is what a lot of people do is they put their call to actions at the very end.
• 25:42
  They're like, oh, if you join this, check out my product, check out my service.
• 25:46
  If you look at a retention curve, people drop off, they drop off, they drop off.
• 25:49
  And if you only mention it at the very end.
• 25:51
  Let's just say your video got 10,000 views, but only 20% of people are watching at the end.
• 25:56
  Well, your call to action to actually make you money didn't get 10,000 views.
• 25:59
  It got 2,000 views.
• 26:01
  The second thing is you want to make two call to actions in your video.
• 26:04
  So there's a Stanford study that came out that basically said when someone hears something twice, they're four times more likely to do that thing on social media.
• 26:10
  Yeah.
• 26:10
  So I always have one call to action within the first two to three minutes after I've made my first main point I'm trying to make.
• 26:15
  And then the next call to action is around 60 to 70 percent of the way through the video.
• 26:20
  And when you've got those two call to actions in your videos, it massively increases the number of people who actually hear about your product or service and then go and buy.
• 26:27
  So that's the first thing you can do with call to actions.
• 26:30
  But then the next two other little hacks that literally we've done this with certain channels.
• 26:33
  And I'm not even joking.
• 26:34
  They've like doubled their business overnight.
• 26:36
  Anyone listening to this, this is like some real source on how to make more money from YouTube.
• 26:40
  In your description, always put your call to action at the very top of the description.
• 26:44
  When I did this in my own business, it literally increased the number of people going to my website by 70%.
• 26:49
  So a big mistake people make is they have their description.
• 26:52
  And what they'll do is they'll have like, you know, what the video is about.
• 26:55
  Then they'll have the timestamps.
• 26:56
  And then they'll have their like, oh, and check out my newsletter at the very, very bottom.
• 27:00
  The problem is you've got to click on that see more button.
• 27:02
  And that creates so much friction for people to actually go and find the call to action that you're trying to send people to.
• 27:07
  And then the final thing as well is always to have pinned comments as well.
• 27:11
  A lot of people, they watch a video, but then they start scrolling and reading the comments.
• 27:14
  It's always have a pinned comment, which is a link to your call to action as well.
• 27:18
  And if you do those three things, put them in the right place, put one in the description, put one in the pinned comments, you'll massively increase the number of people leaving YouTube and actually going to a product or service.
• 27:27
  What do your CTAs actually look like?
• 27:30
  Your CTA one, CTA two, and then pinned comment?
• 27:33
  The CTAs need to be to the same place.
• 27:34
  Don't have two different call to actions because the more decisions you get the viewer to make, the less likely they are to make the decision that you want them to make.
• 27:41
  Right.
• 27:41
  So if it's like to your newsletter, both call to actions send people to your newsletter.
• 27:46
  That's the first thing to remember.
• 27:47
  The next thing is you want your call to actions to be relatively short.
• 27:50
  The formula I normally use is emoji.
• 27:52
  And then in my case, it might be something like get my free magic training here and then a link.
• 27:57
  Yeah.
• 27:57
  If you want to be like super technical with it, you can use a software like Trackio to actually track all your links.
• 28:03
  So you can start to attribute what videos made you a certain amount of money.
• 28:07
  And if you want to be really smart, you can then double down on the videos that make you the most amount of money or get you the most number of link clicks.
• 28:12
  Because often they're not the videos that have the most number of views, but they're the videos that really speak to your ideal viewer and their pain point the most.
• 28:18
  The final thing with call to actions as well is you want the call to action to be a natural extension of the first point of your video.
• 28:25
  So I know we're getting very deep now, but basically it's like if we go back to the example of retirement planning, let's just say the first point we're making this video was if you want to retire at 60, you've got to be in the right mentality.
• 28:36
  Right.
• 28:36
  I'm making this up.
• 28:37
  Let's just say that was the first point in the in the value section.
• 28:39
  You then would go, you basically, you're a lot better off by creating a specific lead magnet for each video, not a generic one, but a specific lead magnet that basically would say something like, and if you want all of my tips on being in the right mentality to, you know, retire at 60, just click the first thing in the description and download it because that's perceived as extra value.
• 28:58
  If you just say, oh, and go and join my newsletter, it can work.
• 29:01
  But then still is a bit of friction.
• 29:03
  It's like you're clearly just trying to sell something to someone or get them on a list and people don't like to be sold to or they don't feel like to necessarily do that.
• 29:10
  So if you just naturally integrate your call to action as like the extension of the first point in the video that you're making, you'll get a lot more people actually clicking on your videos.
• 29:20
  So with everyone that we work with, for example, when it comes to doing call to actions, we always know what the first point you're making is.
• 29:26
  And then we turn that point into.
• 29:28
  into a, into like a lead magnet of some sort.
• 29:30
  Maybe it's a checklist.
• 29:31
  So for this podcast, if you're going to put this on YouTube, the first thing he talks about was Jamin.
• 29:34
  Remember that?
• 29:35
  So if you could say, Hey, um, go and join our newsletter.
• 29:39
  Cool.
• 29:39
  Some people might, but if you said, Hey, by the way, we've actually put together a full case study with Oscar, breaking down Jamin's entire business and how he went from $50 to making all this money.
• 29:49
  so many more people are going to click on that because it seems relevant to the video and it seems like extra value.
• 29:53
  And you can literally double the number of people getting their emails and stuff just by making that very simple change.
• 29:58
  This is back to like views again, but I feel like there's some tension between wanting to get the most number of views versus like the most valuable views, right?
• 30:07
  How do you know which ones are going to perform well when you don't need views?
• 30:11
  Like you're looking for something different.
• 30:13
  To answer your question directly, it's often like frequently asked questions.
• 30:17
  And it's like, if you really, really deeply know who you're trying to target on YouTube, you can actually just ask them.
• 30:23
  Like people often talk about like outliers and this and this.
• 30:25
  And I think they're amazing for getting views, but they're not very good at like understanding who you're making videos for.
• 30:29
  So if you already have a community, go and ask your community what keeps them up at night.
• 30:33
  Go and ask your community what they're really struggling with and make videos based around that.
• 30:38
  you've got to get yourself into the position of your ideal viewer.
• 30:41
  The person wants to buy from you and get so deep into like their mentality and what they're thinking.
• 30:45
  Right.
• 30:45
  So with my magic channel, one of the reasons I think it did well was because I was just teaching the tricks that I wish I learned on YouTube when I was first learning magic, if that makes sense.
• 30:55
  So often the hack is put yourself in the position of you three, four, five years ago and make videos for that person.
• 31:01
  It's kind of easier said than done, but it's like really try and put yourself back into that mentality.
• 31:06
  The other like big, big secret, because I know people listen to this and be like, but Oscar, if I only ever make these super niche videos, sure, I might make some money, but I'm never going to grow my channel.
• 31:14
  So the secret to doing this, this is like the bigger content strategy, is if you make four videos a month.
• 31:20
  So remember at the beginning we talked about you want to make one video per week, 52 weeks and improve one thing at a time.
• 31:24
  That's four videos per month.
• 31:26
  If you see your YouTube channel like a funnel, you've got top of funnel content, middle of funnel content, bottom of funnel content.
• 31:32
  Top of funnel content is very browse-based and that's the stuff that gets views.
• 31:36
  That's the stuff that won't get any sales, but it will put you on the map.
• 31:39
  Your video might get 50,000 views and people just know who you are.
• 31:42
  You become the authority in the space because you're getting that engagement.
• 31:45
  Middle of the funnel content is very how-to based stuff.
• 31:48
  So that's like the frequently asked questions, like how do I retire early?
• 31:52
  How do I get my, qualify for my 40K, whatever it was, you know, those kind of like specific questions people have.
• 31:58
  And then bottom of funnel content is what I call conversion-based content or nurture content, which might be case studies.
• 32:04
  Let's just say you did actually help someone plan their retirement and they're really, really happy with it now.
• 32:08
  Maybe you get them on for an interview, right?
• 32:10
  And that's very like, you're not trying to get views on this stuff.
• 32:12
  You're just really trying to convert, like really show that you're an expert at what you do.
• 32:16
  The secret to doing YouTube and growing your channel and actually making money at the same time, you make two top of video, top of funnel videos a month and you make two middle and bottom of funnel videos a month.
• 32:26
  Like one middle, one middle of funnel, one bottom of funnel video.
• 32:29
  Do you find that like the top of funnel videos and the bottom of funnel videos have different audiences and have that like mess with your algorithm, for lack of a better word?
• 32:37
  Yeah.
• 32:38
  So I mean, it depends how viral you want to go.
• 32:39
  Right.
• 32:40
  So, for example, on my magic channel, I can make a top of funnel video that gets a million views.
• 32:45
  I don't try and aim for a million views because, again, that's.
• 32:47
  It's too broad, but I can make a top of funnel video that's like me performing magic and, you know, just going out in the streets and doing it and get crazy reactions.
• 32:55
  I could do that and it might get loads and loads of views, but it's so top of funnel that because my business is I'm teaching magic, I don't do that.
• 33:03
  So I'll make top of funnel videos, which is like 10 amazing tricks anyone can do.
• 33:07
  It's top of funnel.
• 33:07
  You know, anyone can do appeals to a lot of people, but it's still teaching magic.
• 33:12
  So it's kind of still within my niche.
• 33:14
  But then if I want a middle of funnel or bottom of funnel content, middle of funnel might be teaching like, you know, a one handed top pump.
• 33:20
  which is like a very specific thing that only a serious magician will learn.
• 33:24
  But that's the kind of person who would invest in my program.
• 33:26
  And then bottom of funnel will be me taking someone who went through my program and being like, oh, damn, this was amazing.
• 33:31
  I was here and now I'm here.
• 33:33
  And everything I've said here, by the way, is that this is not gospel.
• 33:35
  It's like every niche is different.
• 33:36
  So Jamin, for example, he went, you know what?
• 33:39
  I don't want to be famous.
• 33:40
  I don't want to have 100,000 subscribers.
• 33:42
  I just want to keep doing what I'm doing.
• 33:43
  So he used to make top of funnel content, like how to get better at maths.
• 33:46
  And those videos got like 200,000 views.
• 33:47
  And he just stopped it because it didn't make him any money.
• 33:49
  And he doesn't want, that's not his goal.
• 33:51
  So he only makes middle and bottom of funnel content now.
• 33:53
  So that's his content strategy.
• 33:55
  But for someone else looking at this, they might be a business owner who wants to get authority in their space.
• 33:59
  So maybe they integrate more top of funnel content, if that makes sense.
• 34:02
  That's it for this episode.
• 34:04
  You now have everything you need to go out and make your own revenue generating YouTube channel.
• 34:09
  But one thing that's still really important that we didn't get into is the algorithm itself.
• 34:14
  Now, fortunately, I spoke with an ex-YouTube employee all about the ins and outs of the algorithm.
• 34:20
  And you can check out that episode right here.
• 34:22
  Thanks for watching.