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The Exact Content System That Unlocks 100M Views · Gimbal Podcast

• 0:00
  If we can't make this work, we're pulling the plug and we're redeploying resources.
• 0:03
  That's a beautiful question. I've never been asset. If you want to build a really great
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  process and you want to have a really good team and you want to be sustainable and consistent on YouTube,
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  my guess today is one of the most respected creative directors in all of YouTube education.
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  Hey, I'm Sam Gide, I work for Dan Martell and I've been able to grow this personal brand from
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  under 100k followers across all platforms over 10 million and you're listening to the gimbal
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  podcast. You have been working with Dan Martell for a number of years now and you were stuck under
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  100k subscribers for nearly a decade. But then you gained a million subscribers in a single year.
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  What changed? That's that's the question everybody wants to know the answer to and uh yeah we we
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  talked like full transparency. We did all the things that we thought were right at the time and we
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  essentially went sideways for six years right where I was just banging my head against the wall.
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  We were posting videos, we were posting consistently, we were posting every week but we didn't know
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  what we didn't know which was how to actually run you know a YouTube operation. And so right
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  around 2023 when you know right before the hockey stick came along I reached out to one of my good
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  friends who was crushing it on YouTube by the time and I asked him like hey you know look at
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  our process what's wrong and he looked at me and he's like are you just like just posting any video
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  about what's on Dan's mind at any time and I'm like yeah and he's like don't do that. YouTube's
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  a very forgiving platform once you've built a brand but if you don't already have a brand in place
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  you have to kind of adapt to the algorithms and you started you know introducing me to this
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  concept called ideation which means like you know come up with ideas before you actually write a
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  script we were doing it completely backwards and you know I'm the entitled science and figuring out
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  how to actually get people to watch the video through that's kind of how I distilled it down to
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  you know my foresee framework which is click capture consume and then convert somebody that either
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  buyer or subscriber and it's just when we started implementing all the micro strategies that we're
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  probably going to dive into on this call that we were able to get that hockey stick growth but if I
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  did distill it down to one single thing that changed it was our time and attention went into ideation
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  rather than just you know the first surface level stuff like production value editing analytics
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  because at surface level you look at YouTube you're like oh all that matters is you have a really
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  fancy camera and you have really good editing and then you post it on YouTube consistently and
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  at the end of the day those three things are just the bare minimum now in a hyper competitive market
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  so that that was the biggest thing that changed for us what is your process around ideation now
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  how long do you spend on it you know what ideas get pushed through the pipeline yeah so it's
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  evolved over time I used to be very involved especially you know two years ago when we're just
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  getting results but now I have a team that you know it takes care of it luckily but you know the
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  actual process of it is essentially every week we come up as a team with around eight to 12 ideas
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  and out of those eight to 12 ideas only two ideas actually make it through the filter and so you
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  have to come up with a really good idea to actually get through that filter and that filter is a
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  meeting between my head of production myself and my head of YouTube and we pitch each other so we
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  literally just like you know a business page just picture dragons then but for YouTube video ideas
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  and so we just sitting on the table and we bring up our ideas and we're like hey this is my idea this
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  is a thumbnail concept this is the title I think it would crush for this reason I think it's
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  aligned with Dan's unique perspectives in this way I think you would talk about these things
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  and I think it could get anywhere between 500,000 views to a million views and then we go around
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  the table and we vote on the best two ideas and they make it through the filter if you want to do
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  this you know as a creator you know you know have a huge team I would just do that to yourself or do
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  it to a friend you're like hey I've got these five video ideas and I'm thinking about doing this one
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  this one this one this one and this one which one do you think I should do and then get their input
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  but I do think you know especially when we get married to ideas because they are fun you know think
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  about you don't actually get outside your head and look outside the box and ask yourself is this
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  actually going to perform on YouTube so we spend anywhere between on ideation just as a team today
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  we spend anywhere between five to ten hours a week across the whole team on ideation but you know
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  it didn't start that way and we went from like spending zero hours to spending one hour to spending
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  two hours a week to spend you know three hours a week and that that was the biggest shift for us
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  it was actually spending time on the thing that matters the most which is what is the video going
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  to be about not just how the video is going to be shot and how the video is going to get produced
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  and you know later down the line I was sitting down with somebody on Mr. Beast's team and asked him
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  you know what do you think we should do and at that time I was filming the videos and coming up with
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  the ideas and he asked me he's like is the person producing the videos and the person coming up with
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  these ideas the same person and I you know I looked at myself in the mirror I'm like yeah it's me
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  he's like don't do them and I'm like why and he said because then you're always going to optimize
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  for the easiest thing to execute right the easiest idea to execute and you're always going to be in
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  this hamster wheel of doing the same thing and sometimes these big ideas that get tax results 15
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  x result 20 x results aren't necessarily the easiest to execute and so you have to separate
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  ideation for production and that's when you know I got a production team and I was more the ideas
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  guy and then now we have an ideation team and a production team they're still separate so they
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  don't kind of like step on each other's toes and the creative team can stay creative where the
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  production team can stay in production you've spent a lot of time with one of the most respected
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  educators on YouTube you've spent you know years with him what are the three most valuable things
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  about greatness that you've learned from working alongside Dan Martell I would say the first
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  thing that you have to understand about greatness is it's it happens in the mind first not in the
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  world and that's what I first saw in real time with Dan he's an extreme you know a visualizer he
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  understands how to you know manifest if you want to call it that things into his life and he
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  spends most of his energy thinking about possibility many stays in abundance and I'd say that's
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  like the number one thing that I've observed in all top creators you know not just Dan and all top
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  entrepreneurs is before they ever do something they believe that it can become true in their mind
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  first and they understand that the world around us is built by the same people right and they're
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  no different than you and I and if you have an idea and you want to execute it you can do that
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  and I didn't believe it at first trust me when I came on Dan's team I was 16 years old and you know
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  he's talking about all these crazy things that were going to happen in the next 10 years I did not
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  believe him but then as these things started to happen I realized that oh if you just put your mind
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  to something and you show up every day and you genuinely believe it inside your head then these
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  things are just going to happen because you attract what you believe so that's the first thing the
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  second thing I would say is doesn't matter how many times you lose all that matters is you keep
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  showing up so relentlessness and I've seen that you know especially with Dan like he had been making
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  content keep in mind for he started on periscope he was doing Twitter and he was doing YouTube
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  for over four or five years when I met him and he wasn't getting crazy results like when I first
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  met him he maybe had 20,000 followers on other subscribers on YouTube and he was getting an
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  average of like a thousand to like 1500 views per video which isn't like it's not a low amount of
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  numbers like I know a lot of people watching this are like well that's a little you know enough
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  for for somebody who'd been doing it for five years that's a like that's not impressive results right
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  right but he was extremely relentless and when I think about you know looking back at all the
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  you know challenges that we face at one time we're spending a lot of money multi five figures a
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  month on medium we weren't getting any results especially in that first period of time and six
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  months and he looked at me and he's like bro like what do we need to do I'm about to pull the plug
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  on this and we had a conversation and he's like look I'm gonna give you another three months if we
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  can't make this work we're pulling the plug and we're redeploying resources and obviously we made
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  it work in those three months but just his ability to see this finish line and being able to be
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  relentless in that in that time period I think was definitely the biggest thing that I've seen him
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  uh you know the reason why he's achieved greatness is because of his relentless real helplessness
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  and then the third thing I'd say especially in the the greater grades you know damartels the loose
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  house of the world the Gary Vies of the world the Tony Robbins every time that I meet these people
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  especially Dan is their extremely human right and you can't manufacture that I think a lot of
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  high performers you know are just that high performers and they're not actually a good human being
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  and when I meet these greats the people that I've actually achieved you know 10 15 20 30 100 times
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  more than all these other influencers or entrepreneurs they're 100% human and they they they
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  understand you know how to actually show up as you know an impact empath and a leader and you know
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  somebody who actually drives for outcomes without you know diluting some of their principles by like
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  attacking people's character and stuff so I think you know a big reason why a lot of people fall
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  down and like what he does is because he has a you know beautiful family he prioritizes his health
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  he spends a lot of time working and he's passionate about his work but he doesn't let his work get
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  in the way of his actual life and I think that's the reason why he's been able to scale to the level
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  that he has is because he's a 100% human and relatable in the way that he shows up in life so if
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  that's kind of the three things I would say are the three things that I'd observe in Dan's life
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  that made him great did you join his team because you were a fan of him or was he hiring and it
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  was a good fit and then all of a sudden now you guys are where you're at what's the back story there
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  you know obviously grew up in an entrepreneurial family my dad was an entrepreneur he was watching
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  YouTube one day I was 14 years old he calls me into his office and he says check this guy out on
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  YouTube and it was damn hard to out with like 200 views and I started watching his videos
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  and yeah two years later after first finding his videos I applied for a job at his company and
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  got the editor role and then was able to kind of scale up at every level right into the creative
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  director role eight years later what did his team look like when you joined like what did the
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  content team look like yeah I mean I was the content team so it was one person you know we had
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  a we had a marketing team so like we had somebody that was running as we had somebody that was
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  you know had the email list going we had you know the assistant doing a lot of stuff but we didn't
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  really have a content team media wasn't big at that time under like this was 2017 so like YouTube
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  was kind of big-ish and there was some YouTubers out but you know short form wasn't out yet
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  TikTok wasn't even a thing right like Vine just basically phased out a little bit later the
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  closest thing to a short form video on Instagram was like these these IGTV videos or like these
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  60 clips um you know Gary Vee was obviously crushing it but yeah I was a whole content team and
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  you know we've we're making some decent content we're like posting once a day on all short form
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  platforms and then also you know a weekly video but it wasn't you know it wasn't built out to the
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  level that it is today what does your team look like now yeah so you know thankfully was able to
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  the scale from you know zero people to you know over 15 people on the media team today most of those
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  are either editors or copy writers and then I have a few leaders in place that drive some of the
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  outcomes they want in the business and then you know one or two contractors uh but most of them
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  are all time which is great and they're also here in Canada at our HQ in person which is also
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  if anybody listening is like I want to build a media team doing in person it's a lot of fun you'll
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  get way better results than if you have like a distributed team in my personal opinion because I've
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  done both and understand both and I do understand that there's some logistical challenges around
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  like getting an office you know you have to get insurance like there's all these things that
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  you need when you have a physical office but you can't replace being in person with someone
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  and creating stuff if you can't do that for whatever reason I would just say get an off-site every
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  three months where you get together with your team and you actually create some really cool things
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  because when we were hybrid and distributed we we did that and that was probably when we got the
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  high high-level work done was when we were able to kind of sit down mastermind jam together
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  but yeah highly recommend being in person do you feel like you maybe lose out on talent who aren't
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  willing to move to you yeah yeah and and that's a big thing for me is like I you know hire for
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  the sole train for the role like I you know hire for their will and then I'll train the skill like
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  I I am a leader that believes in hiring really good people that are obviously motivated to move
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  here and want to work with us and I believe especially in the world of AI you can teach anyone
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  any skill I'm like great example that I didn't know anything about content creation I was a
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  videographer by trade right I had a production company I didn't know anything about YouTube
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  performance or Instagram performance or short-form performance at all when I came on dance team
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  and then obviously took a long time because you know I'm a slower learner than some people
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  but I was able to get to the point where we got results yeah I think you know all the people out of
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  higher you know in the past six months 12 months they've all been you know really good people first
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  and you know they obviously ramp up quick on the skill side if they really care about the mission
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  and the vision of the company so our target audience for this podcast is people who work behind
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  the scenes for big creators so people like yourself people like many of the other guests that we've had
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  people like myself and I want you to please paint a picture between what a top tier employee looks
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  like maybe a mid-tier employee how do you get from being a mid-tier employee to being a top tier
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  employee that's a beautiful question I've never been asked that and this is beautiful that I get
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  to speak to my people I'd say yeah I'd say I'd say the difference between I'll just think about
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  like people out I hire and then how I try to show up because like I'm not perfect I'm you know not
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  the perfect employee but I do try really hard and I'm also driving for results but I'd say the
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  difference between you know a b player and a player a b player meaning like somebody who does a
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  bare minimum or just like enough to not get fired and then a a player is somebody who does the extra
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  mile is an a player will always look at the next next problem and solve it proactively where you know
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  b player anytime they solve a problem they'll look back to their leader and say like what's next
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  an a player will be proactive in finding that next problem then solving it and that's what I've
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  tried to do you know at every level of my life is like once I get to the end I go and see more let's
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  say you know tomorrow we get you know a 10 million view video on YouTube right a b player would
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  would sit on that win for you know six months and say you know let's go we won and it's over right
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  we're an a player I think you know would look internally and say how can we replicate that or how
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  can we get to 15 20 million views on a video right and keep pushing the standard and I think that's
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  the difference between you know somebody who will stay on the team for a year two years or somebody
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  who's gonna stay on the team for eight years is that person that you know is driving outcomes is
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  always hungry always wants to grow and they also understand that they can give up what they want
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  now for what they want most like at every level of you know my journey or even somebody you know
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  especially the people in my team that have been on my team for the longest they've given up what they
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  wanted now right you know right maybe running an agency for you know 10 20 K 30 K month for what
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  they want most which is you know being on the team with Dan Martell and building him to be the
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  fastest growing personal brand in the business space and eventually being the biggest and so we've
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  made a lot of sacrifices as a team and I believe you know a player's understand the long game and
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  they think in decades 15 years you know 20 years 30 years without you know having to needing a win
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  right now or a win tomorrow or a win next month they always think in you know long term and I think
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  that's what makes a difference between somebody who's just you know a b player and somebody who
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  stays on the team for a long time as an a player how do you get a job at Dan Martell if you're an
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  a player like what do you do to stand out from the crowd yeah I mean I like transfer really I don't
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  know if I make the cut today and I mean like I just talked to you know some of the people that
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  have I fired in the past six months the people that sit out the most were obviously extremely
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  proactive in their test project because we we do do a test project so you know everybody that comes
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  in my pipeline I do initial interviews and then I move them through into a test project where I
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  simulate the work I do pay for that test project I don't like making people work for free and I
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  also you know simulate the work that they would do within the company because I think a lot of people
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  hire people and then expect them to do the work after I'm like hey let's do the work first
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  and see if you're good and then we'll talk we'll talk about you know a full-time position so
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  I think the people that sit out for me in the the test project are the people that can obviously do
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  the work really well but then the thing that I look for especially in the presentation and I actually
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  communicate this before you know the interview is I tell them like hey I've seen your work I've seen
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  the project you sent it through all I want to hear on this presentation is you're thinking behind
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  the project and the people I can articulate their thoughts the like the clearest are usually
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  the people at higher higher the fastest because they're going to be able to raise the standard on the
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  whole team because what I believe you know good team members create other good team members and how
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  you do that is you communicate clearly your ideas to somebody else so that you can create this
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  organizational context and so you know even all these frameworks that I share on my Instagram and
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  you know all the my content I'm creating now it's all stuff that I was telling my team before
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  because I believe you know the more I talk about artifacts which is what I call them you know
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  creating frameworks and playbooks the more they're going to be able to repeat them and the more
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  they're going to be able to understand the nuance why things work right and so I think that's
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  what people do it out to me in the hiring process so the people that can articulate their thoughts
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  clearly on their actual work right because I can hire an editor that can edit really good videos but
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  if you can't teach another editor on how to do that I'm not interested right because you know I'll
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  hire maybe for a talk for you know contract position or like one project or two projects what I
• 17:04
  want in a team member is somebody who can actually communicate their ideas clearly and explain what
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  they did and the reason behind it and that's going to help us be able to get even better results in
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  the future because then we're stacking knowledge and context on top of that I want to pivot to the
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  operations inside the content team at damn Martel what does your flywheel look like I think there's
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  two ways to look at content number one is a water fell method where you have one pillar piece of
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  content and then all the content gets repurposed the problem with that is then you're optimizing for
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  one format and then everything else is kind of sawdust I don't love that because then you run into
• 17:40
  these issues where you're over optimizing for one platform which is totally fine especially early on
• 17:45
  but then at scale you want all your platforms to perform you know at the same time and so we look at
• 17:50
  it more instead of a waterfall we look at it as a lake we work backwards from our outputs right so
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  we have you know a lake where we where we have a bunch of content footage whatever it is and we
• 18:00
  pour into that lake and then my platform owners that people actually own the platforms so I have
• 18:04
  somebody that owns Instagram I have somebody that owns Facebook I have somebody that owns YouTube
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  they go pull from that lake only the content that they need for their platforms right even deeper than
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  that will break it down into workflow so we'll have a workflow for long form a workflow for short
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  form where for long form it goes you know ideation scripting script review shoot edit then we go
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  review the edit and then we post right and so that's a workflow then in parallel with that we have
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  our short form workflow that literally has the exact same thing copy pasted but then all the sawdust
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  and everything goes into the pool so that my other channel owners the people at own LinkedIn the
• 18:40
  people at own Twitter the people at own our email channels they can all go into that pool of content
• 18:45
  be able to actually pull what they need for their specific platform at that time because let's say
• 18:50
  I make a video on YouTube that's about leadership and I know that right now currently in this
• 18:56
  season content on LinkedIn doesn't perform if I'm talking about leadership right but it does
• 19:01
  perform when I'm talking about I don't know money and wealth then instead of going to this week's
• 19:06
  video about leadership I'm going to go to a couple weeks ago's video or like a month ago's video
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  that was about money and wealth and I'm going to take that content and then put it on LinkedIn and
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  so I think a lot of people romanticize this idea of like getting one video done then repurposing all
• 19:19
  that same content in a single week on all platforms where that creates is this mess honestly of
• 19:26
  the same topics on all platforms that perform differently depending on that platform and I know
• 19:31
  this is like champagne problems and and you know you you get to this point where you have when you
• 19:35
  have channel owners and people that own those platforms but I think that's something that every
• 19:39
  consecratious should aspire to is a place where every single channel has someone that it's their
• 19:43
  baby they're taking care of it and they don't they feed it what they want right and they feed it
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  what they know is going to perform and that's how we've been able to scale up to 10 million followers
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  across all platforms is because I treat every single platform as important as the other so you
• 19:57
  have one platform owner per platform so you've got someone for TikTok X I'll bundle them up so like
• 20:05
  YouTube shorts TikTok have the same owner Facebook and Instagram have the same owner LinkedIn is
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  you know one person threads and Twitter same owner right so I'll I'll look at these platforms and
• 20:15
  I'll ask myself which ones are the most similar and I'll bundle them up but somebody who owns
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  all short form I don't know because like things that perform on YouTube shorts and TikTok are
• 20:24
  mostly like broader things that you don't really need context on and then the things that perform
• 20:28
  on Instagram and Facebook are mostly like community driven posts or like some topics like family
• 20:33
  relationships that tends to perform a lot better on on Instagram and Facebook because it's more
• 20:37
  shareable you talked about the workflow for long form and short form and then getting into the
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  you know the lake as you said I want to dig into just like what the workflow looks like how many
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  days how much time are you spending on the ideation phase the scripting phase the producing editing
• 20:52
  uploading analytics that kind of stuff so well let's double click on YouTube and I'll break it
• 20:56
  down in real time so for us to actually you know start a YouTube video we need a good idea that's
• 21:02
  comes from an ideation meeting that we talked about earlier where we all pitch ideas and we get
• 21:06
  you know two videos approved and so those two videos are going to now move to script writing and so
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  let's say a week one we come up with the idea week two we actually write the scripts and then
• 21:15
  those scripts get in that week and we review those scripts on week three and we get them approved
• 21:20
  and then on week four is when we'll shoot and usually after we shoot we have like a two week buffer
• 21:24
  just because we're we're trying to stay ahead where we'll assign it to an editor so from week four
• 21:29
  to week six at some point in those weeks they'll get assigned an editor and then that editor gets
• 21:34
  the video done in around five to ten business days depending on the length because obviously like
• 21:38
  some videos that are not along and to take longer some videos that are that are ten minutes are
• 21:42
  going to take less time and so a little bit more flexible on that so from week six to week eight is
• 21:46
  all editing then we have a review week and then we obviously are a couple weeks ahead so you can
• 21:51
  imagine at scale were ahead around two to two point five months at all times and so from the time
• 21:58
  that I come up with an idea to the time that we posted on YouTube is going to be around eight to
• 22:04
  ten weeks which sounds wild to most people and trust me I didn't start there like we used to come
• 22:08
  up with ideas shoot edit in like two weeks and then we get it out and it's like we're always
• 22:12
  scrambling but when you get to this point where you can afford to actually step back and you know
• 22:16
  obviously insert people into the process and slow it down to actually create better outputs
• 22:21
  that's the reason why I think Dan skilled so fast is because when we actually slowed down
• 22:25
  to go faster eventually we spread out the production across eight to ten week period where we're
• 22:31
  able to actually focus our time and attention on these videos and we're also producing you know two
• 22:36
  videos a week where a lot of other creators are producing one video a week right and so our volume
• 22:41
  is twice as much as most people and so we we have to have a lot of buffer right and so a big idea
• 22:47
  to that I found out the hard way through posting late a lot of times like we would we would let's
• 22:52
  say our posting dates are Monday and Thursday every single week Sunday would roll around we didn't
• 22:57
  have the video for tomorrow so we delayed to Tuesday Wednesday until the video was done and we
• 23:01
  reviewed it and you know all the revisions were done and we posted and we fell in this loop of just
• 23:06
  being late all the time where we implemented this rule that we have to have two videos approved
• 23:12
  at all times in the bank that we can post the posting day doesn't matter like I almost never tell my
• 23:18
  editors and they can go find out if they want but I don't really tell them when the video is getting
• 23:23
  posted I'm just telling them when their delivery date is and if they're one or two days off that
• 23:27
  doesn't matter all we know is they have a delivery date when they deliver the video and so we're not
• 23:32
  falling in this loop of just like all the delivery dates on the day that we posted the day before and
• 23:36
  then we if we miss it we have to move the publishing timeline and just having a buffer of like one or
• 23:41
  two videos that you can just be a week ahead at all times is really really powerful for us and yeah
• 23:47
  if you can't afford to do you know one or two I would just not post for one week I think it's not
• 23:52
  the end of the world right just like skip a post and then you're ahead I think a lot of people
• 23:56
  forget that you know especially when they start off they're like hey I'm gonna shoot a video today
• 24:00
  and I want it out next week but it's like in if you want to build a really great process and you
• 24:04
  want to have a really good team and you want to be sustainable and consistent on YouTube you have
• 24:09
  to stretch out your timelines that you're not actually you know introducing a bunch of risks to your
• 24:13
  pipeline where you know somebody falls sick or you know this happened that happens and you have
• 24:17
  nothing to fall back on that's what gets you know people especially high performing creators into
• 24:22
  burnout and not liking it is because they're always chasing their tail and chasing the next
• 24:27
  the next post instead of looking at the actual process as what it is right a process that you
• 24:31
  can automate yeah that sounds very similar to what I do with my teams as well and I say like 90%
• 24:38
  of my job is just making sure that everybody's hitting their deadlines and that we're staying ahead
• 24:41
  we try and work two two months ahead as well because it makes everything sustainable and repeatable
• 24:46
  for our team and one thing that I've learned from doing this podcast has been there are a lot of
• 24:51
  really impressive teams out there people who have eight 10 million subscribers that kind of stuff
• 24:56
  and they are working week to week and they're grinding and not stopping and I just I just don't know
• 25:01
  how you do it educational creators are much better at the at the at the keeping things sustainable
• 25:06
  entertainment creators they got so much energy I don't know I've seen behind the veil a couple
• 25:10
  times and it it is scary yeah I just hope that they they find a different way is it that's one
• 25:16
  you for running to this this trap where you see creators not post for two months and they take
• 25:20
  breaks and you you don't really need to take a break if you build that sustainable engine like
• 25:24
  you just said do you feel like with Dan in particular because Dan is very focused on AI and AI
• 25:30
  changes in the blink of an eye are you missing out on creative opportunities because of the pipeline
• 25:36
  100% yeah and and there's certain situations in those cases where things move so fast that we
• 25:42
  have to get a video out where we'll actually expedite the process so I'm not I'm not going to say
• 25:46
  here and say like every single video is going to take anywhere between eight to 10 weeks sometimes
• 25:51
  we can get a video done within four to six weeks if we're even like four weeks on on the like
• 25:57
  low end if we're expediting the process and in that case it's you know a certain video that
• 26:02
  or a certain topic that has demand right now you know an example would be open claw right we're
• 26:07
  trying to export the video on that right now wink wink yeah and also so we'll cloud code stuff
• 26:12
  whenever we have these topics are like it's a now thing we try to expedite it as fast as possible
• 26:17
  I would even play with the idea of you know trimming down the editing process to the point where
• 26:21
  in those some cases like I think there is some cases where it's actually uh appropriate to just
• 26:27
  shoot a video and get it out there for the sake of getting it out there to to catch that demand window
• 26:31
  just as a philosophy on that like I wouldn't make that the norm um because I see especially in the
• 26:37
  niche of uh personal finance and economics these people just chasing headlines all the time and it's
• 26:43
  like hey Trump did this uh the Fed did this interest rates the war whatever and they're always chasing
• 26:48
  these things their growth is 100% depending on the outside circumstances that happen right where
• 26:54
  they're not finally these topics that are what I call have evergreen demand and so like AI
• 27:00
  agentic AI learning AI are examples of topics that have ever green demand which means learning AI
• 27:06
  is going to be hot for from you know from now until 12 months from now those videos about
• 27:10
  topics that are only in demand now are only going to grow for you know two to three months and then
• 27:15
  kind of flat line right where if I made a video about how to learn AI in 18 minutes those videos
• 27:21
  are going to keep getting views into next year the year after um and that's how you create a
• 27:25
  big snowball and you create these massive YouTube channels is where you pick topics that have ever
• 27:30
  green demand who is more important the core audience super fans or new audiences if I have to put
• 27:38
  one on top I'd say your core audience is the most important as someone that you have to keep in
• 27:42
  mind when you're making your scripts that being said I do still believe that you have to make your
• 27:48
  videos appeal to all three audience types that patty y'all way calls your core casual and new
• 27:53
  audience right so your core audience people have been following you for a while that understand
• 27:57
  your stuff better than anyone your casual audience to be black you know pop in and out you know
• 28:01
  see your stuff here and there and then your new audience people I've never seen your face before
• 28:05
  because the problem if I only pick topics or made videos for my core audience I'm always going to
• 28:10
  stay in this box of getting uh which is what we stayed in for you know six years this box of getting
• 28:15
  the same amount of views all the time and never appealing to a new audience and so how you find
• 28:20
  these topics an example for us is you know meetings the the just the topic of meetings and especially
• 28:26
  the idea of meetings being of the biggest time waste during any company tends to perform with our
• 28:31
  core casual and new audience because our core audience are the business owners that run a lot of meetings
• 28:36
  and so they're like if there are ways of time what what else should I do the casual audience are the
• 28:40
  people that you know are in meetings all the time they're sick of it and then our new audience
• 28:44
  understands the concept of like meetings being a waste of time they've been on zoom meetings that
• 28:47
  could have been an email and they understand that right and so we make that video especially on
• 28:51
  short form or even you know some snippets in long form and uh we'll say you know meetings so the
• 28:56
  biggest time we're starting a company right that hits our core casual and new audience and then
• 29:00
  Dan will give in an out in the analogy example he'll be like you know uh one time I remember my 20s
• 29:05
  I went to a meeting there was a hundred people in the room and I just thought to myself how expensive
• 29:09
  is this meeting if everybody in the room is making you know 25 to $50 an hour that's an expensive
• 29:14
  meeting right for no reason and then he'll go into the lesson that's going to hit on our core
• 29:18
  audience which is instead of running a lot of meetings have a really clear strategy and KPIs
• 29:23
  that your team can follow so you'll have to fall back on meetings to get people aligned and so he's
• 29:27
  still providing value to his core audience which I think is still the most important thing that you
• 29:31
  have to do as an education based creator but then those topics are appealing to our casual
• 29:36
  and new audience so that we can get a video that gets you know a million views but then you know
• 29:41
  actually serves our core audience as well so you are on a mission to get your own personal brand to
• 29:47
  a hundred thousand followers using just your phone what are you trying to prove I love that question
• 29:53
  so yeah I'm trying to get to a hundred thousand followers on with just my iPhone to prove that you
• 29:57
  don't need any fancy equipment gear to get views on social media and you just need a really good
• 30:01
  message and idea and topics and so I am a little bit above 90 days I think I I hit like day a hundred
• 30:07
  and something in the last couple days and I'm at 34,000 subscribers I started just under 10,000
• 30:13
  so the progress is coming along it's gonna take a lot longer than I thought I would you know obviously
• 30:17
  as a content guy I'm like over overexcited I'm like I'm gonna get this done like a month it's gonna
• 30:23
  take a while but I just wanted to show people in real time that you know you don't have any excuses
• 30:27
  right and I was the first person to say especially a year ago that I needed to have a really good
• 30:31
  camera I need to have a team and editor all that fun stuff to you know get views on social media
• 30:35
  and one of my good friend's kill Ralston texted me one day and he saw that I had posted a story
• 30:41
  of me talking and he's like bro post that on reels right now in my head like he said something
• 30:46
  really nice in my head I needed to hear like big brother telling me like hey get your S H I T
• 30:51
  I mean he didn't say that but that's what I heard and I needed to hear and so from that day on
• 30:56
  I posted every day and you know obviously that developed that idea that I wanted to get to 100k
• 31:01
  falls across all platforms when I get there I don't think anybody has it excused to not post on
• 31:05
  social media if you know if they have an excuse of I need a team I need a camera I need gear I need
• 31:09
  lighting I just think you know I'm just gonna show them my my platform and say look I did this
• 31:13
  in less than a year and it took obviously a lot of resource and time but all that matters is
• 31:18
  just having a really good message and sharing that message online and people will care well good luck
• 31:23
  I'm following along all right overrated or underrated posting weekly underrated I think consistency is
• 31:30
  probably the most important thing that you can do as a creator and I do think sometimes you can
• 31:35
  reduce the consistency down to like you know bi-weekly or monthly but I don't think anything will
• 31:40
  replace the power of having a lot of data and the only way you have a lot of data is with quantity
• 31:46
  outlier theory I think properly rated I think a lot of people especially today are finding out
• 31:52
  about it and are using it I also think that you have to have a really good idea development team
• 31:57
  or you know at least a muscle that you can flex to take those outliers and actually make them yours
• 32:02
  because I see a lot of people ripping people's outliers and just making the same thing which isn't
• 32:05
  going to get you views by the way so I think they're properly rated longer videos I think underrated
• 32:12
  we've increased our average video by about 20 to 30% over the last three months and we've been
• 32:17
  able to get a lot more views and I think YouTube wants people to watch for longer periods of time
• 32:22
  and I think they're still going to reward watch time as a metric and I think creators are still
• 32:28
  making videos that are too short in most cases okay that just prompted something you guys have
• 32:33
  done like the give me 59 second videos what does the back end of that look like what's the analytics
• 32:38
  look like compared to stuff yeah so I mean the 59 second video is a cool experiment it was like
• 32:44
  something that we just throughout the wall and we wanted it was a fun experiment wanted to see
• 32:47
  if it was going to work obviously it didn't take a ton of resources in time like literally thumbnail
• 32:52
  title design and then a quick script and we recorded it in five minutes and we threw it out it
• 32:58
  didn't do well at all for the first month and then all of a sudden it found this corner of YouTube
• 33:04
  where obviously the algorithm found its audience and it's been ripping you know past seven eight
• 33:09
  million views on YouTube which is wild obviously as you know you know CPMs are high on a one minute
• 33:15
  video our views are high or conversion to subscribers is actually really high those kinds of things
• 33:19
  I think are one off and I think it's cool when you find those formats at work and I would definitely
• 33:24
  repeat them so we've done a 60 second video equivalent four to five times over the period of
• 33:29
  of you know the last six months but I do do think you know I don't think that's a sustainable way
• 33:33
  to grow on YouTube I do still think most of our brand on YouTube was built through making really
• 33:38
  powerful longer form videos and if you want to throw 60 second short in there to actually just like
• 33:43
  do something new I would definitely do it and recommend it we did it once with a client and we found
• 33:49
  that it got a lot more new viewers than the core viewers so it was good for bringing people
• 33:53
  onto the channel so I was curious if that was the same with you yeah okay back to overrated
• 33:59
  underrated time to value I think underrated I still think people's intros are too long
• 34:04
  fair enough maybe testing thumbnails underrated it could be the difference between a flop and
• 34:10
  something that flies TV viewership on YouTube underrated I keep saying everything is underrated
• 34:16
  but you keep saying really good stuff like around 15 to 20% of our views are on TV and if you want
• 34:23
  to actually grow on YouTube long term I do think the next five years that percentage is gonna go
• 34:27
  up over time and just to think about you know how could you optimize for for TV make your thumbnail
• 34:34
  titles text really viewable really big faces really you know consumable and understand that if you
• 34:40
  have a CTN the video they can't click the link in the description so I have QR codes on screen
• 34:43
  um it's how you optimize for TV nice that's good advice okay so we got a bracket here
• 34:48
  I'm not as privy to AI as you are but let's let's try it chat GPT versus Manus Manus I think
• 34:55
  chat GPT is high on their own supply and they're not innovating Manus is the new automation
• 35:01
  king right now Groc versus Gemini Gemini they have more context in Groc Gemini has access to everything
• 35:07
  on Google YouTube and it's really good to find things that you wouldn't necessarily find on chat GPT
• 35:11
  or Clawed or Groc or any other AI platform no book LM or perplexity no book LM the podcast feature
• 35:18
  where you can have two people talk to each other and teach you stuff is super underrated
• 35:23
  do you use that a lot oh yeah yeah I really use it to new concepts yeah it's great I love it
• 35:28
  it's custom quadcast yeah yeah okay last one Clawed versus deep seek Clawed I think Clawed
• 35:36
  Opus 4 is an insane model and it actually does reasoning back with you and it'll ask you questions
• 35:42
  about your output so I think I'll I'd put that you know above deep seek every day semi finals
• 35:47
  Manus versus Gemini oh man I'll go Gemini I still think context is everything right with AI and
• 35:53
  Gemini has access to so much data it's just it's so golden no book LM or Clawed Clawed especially
• 36:00
  Clawed Clawed is basically my go-to AI every day I still think it's it's better than no book LM
• 36:05
  okay this is the finals Gemini versus Clawed I go Clawed like I said it's my daily driver
• 36:11
  I use it for everything if I had to only use one AI for the rest of my life it would be Clawed
• 36:15
  every day I agree same with me we're gonna do pick the best AI tool this is classic Denmark tell
• 36:21
  best AI tool for script writing Clawed for research and fact checking Gemini because I was
• 36:28
  a ton of context also one of 10.com is really good for research if you're looking for really
• 36:32
  good ideas for YouTube thumbnails I agree audience analysis I think using any large language model
• 36:39
  like Clawed to scan Reddit is really good especially if you have the browser the browser extension
• 36:43
  I also think if you look at Google search trends across your industry and search different
• 36:49
  topics I think you'll find demand in real time which is really powerful brainstorming I love Clawed
• 36:55
  I have also used a couple a tragedy you know because it's easy but Clawed is still the the
• 37:00
  the best brainstorming AI in my opinion building SOPs Clawed I'm gonna sound like a Clawed
• 37:06
  a fanboy but I still think building up is a better for any other platform okay I think that's
• 37:12
  all of them well that's the episode thank you so much for watching or listening if you're new
• 37:15
  here please consider subscribing or leaving us a review it really helps us in these early early days
• 37:21
  of the podcast if you are someone who is working for a YouTube channel that has a million subscribers
• 37:27
  or more and you want to be featured as a guest please reach out to us we're looking for more guests
• 37:31
  all the time and I love connecting with people like yourself we'll see you in the next episode take
• 37:36
  care