Latest / Success Story with Scott Clary / Angelo Bahu - Viral Video Creator | From Donut Shop to 6 Billion Views

Transcript

Angelo Bahu - Viral Video Creator | From Donut Shop to 6 Billion Views · Success Story with Scott Clary

• 0:00
  I feel like I've found myself falling into the two things that I wanted to do my whole life,
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  one business, and two being somewhere in the spotlight. When you have an entrepreneurial mindset,
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  you're not thinking about what's in front of you but what it could be.
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  He started behind the donut counter and ended up building a social media empire.
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  Angelo Bahu, known online as Yo Angelo, turned his family's gourmet shop into a stage,
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  crafting viral recipes and stories that sparked millions of views with a Gen Z mindset and a Gen Z
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  audience. I was working in the shop one day. We were about to close. I just was like, okay,
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  before we close I need to just make this video. I started cutting open the donut,
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  start the video saying, I'm going to be making a flavor today. My boss said, if it goes viral,
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  we're going to add this flavor to the menu. What made it so viral is the fact that everyone had
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  their chance to participate. He fused humor, food, and brand strategy. Proving that influence
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  isn't about age, it's about audacity. Today, he blends tastes, trends, and tradition into a movement
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  others only try to copy. You need to take the comments as feedback. You need to take it more
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  analytically than anything. You just have to learn how to source your confidence from within
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  yourself because when you're constantly relying on positive comments to kind of keep you afloat,
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  the second it goes away, you're lost. Anything can go viral. You just have to be able to train your
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  eye and your brain to figure out how you can make that happen. A lot of people are under the
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  impression that the only things that are viral are things that are viral. But when you train your
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  eye, you can see the virality in just day to day things. You can see in anything.
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  So think about an inflection point when you were just growing up that you think had a major
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  pivotal role in who you are today. I have a few. It's interesting because I feel like
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  I found myself falling into the two things that I wanted to do my whole life. One, business,
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  into social media. Not exactly social media because it wasn't like as much of a thing when I was
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  a kid, but whatever the results of social media are like being somewhere in the spotlight. And I
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  would say when I was a kid, I always loved to watch my parents and how they ran their businesses
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  and things like that. So when I was younger, I told my dad, I want to make money. I want to make
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  money. So I put my head together. I went to Home Depot. I bought a bunch of car washing supplies
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  and my little sister had a stroller because she was just a baby. So I put all the car washing supplies
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  in the stroller and I rolled around to every single one of my neighbors and I was like, I can
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  wash your car. I was like, you know, I'm not going to give a price, but just based on how I do,
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  you can pay me accordingly. And I would end up getting like $20 or $50 some of them. And this
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  when I realized I was like, wow, you know, this may have been a little bit harder than like other
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  jobs, but I would love to continue to figure out how to make money on my own. I love it. It's like
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  some people I think are just born entrepreneurial. Yeah. I think so. I truly believe that. Tell me
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  about your parents. Tell me, were they always entrepreneurial? Yes. 100%. My mom's background,
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  she always had family businesses. Like her family always had jewelry companies and she would run
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  the entire show. So she's very business savvy. And my dad, he's been, he's had a candy shop like
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  since I was a kid and he's had several things before I was even born, but he's always been really
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  good into business. And I think that helped me a lot for sure. And obviously, I mean, I love the
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  family dynamic because like your parents always wanted you to work with them. And I'm curious,
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  did you always want to work with your parents or was there a point like even when you were super
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  young, you were like, I want to go do my own thing. And the reason I ask is because you've
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  actually built this beautiful family business, but I've seen so many kids not want to work with
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  their parents. I want to go do other things. I think the thing is some, I think the thing is with
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  my parents is they've always empowered me in whatever I wanted to do. There was a point where I
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  wanted to be a musician and they were so supportive of that. And there were several other things I
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  wanted to do. So I think the fact that no matter what I've wanted to do, they've supported me
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  is really important and kept me close to them because even the conversations of, you know, me being
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  involved in the business and not being involved in the business like they didn't force me, but it
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  was my choice. And I think that's what makes it special and why I never wanted to kind of go
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  another way. Tell me a little bit about like how your family even got involved in your nuts because
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  they sort of saved this. It was I guess a failing business was like a one shop that they stepped in
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  and I guess the founders who they took it over from. Yeah. So basically, you know, my family had
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  businesses where we used to live in Michigan, but then eventually we moved our way to South Florida.
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  We wanted to start something new and fresh and we saw this business called Jonas and it was like
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  a rundown coffee shop and they had frozen yogurt, but there wasn't much hype to it. And where was it?
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  This was in sunrise right in front of IKEA. Yeah, yeah. So if you're not in Florida,
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  it's like Fort Lauderdale area, I guess you could say. And yeah, it was about to go out of business
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  and we took that as an opportunity to try something new. So we ended up buying it from the old
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  owners and we completely rebranded the concept. I would say about three times until we kind of found
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  the right one. We took out the frozen yogurt, added donuts and ice cream like the combination,
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  the smash donuts and stuff. Yeah. So that's like, that's kind of how it started. Was it like,
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  was it called donuts? It was called donuts, but did they sell donuts? So it was the
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  donuts was actually yogurt and donuts like frozen yogurt. So initially we were actually going
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  to change the name and call it dinky donuts, which was the name of our initial franchise in Michigan.
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  But I think we kind of fell in love with it. Like, no, it's a good name. It's a very good name,
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  but I would have never thought like yogurt and donuts is a wild concept for a restaurant. Yeah,
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  definitely. And look, like, I don't know, just we kind of took out the yogurt, but kept the name
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  because we just realized it was really catchy and just people kept saying it. So what made
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  your parents like, like, want to take a bet on this one? So you're just like, your parents are
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  coming down from Michigan to Florida. Good choice because Michigan's cold as hell. I get it like
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  also how long ago was that? I was nine when we moved. Okay. So it was a couple of years ago.
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  They made the move. And they wanted to they wanted to just start fresh. And they're like,
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  oh my god, this failing yogurt donut franchise is like, what we want to get into. Yeah, I mean,
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  the thing is like, I think when you have an entrepreneurial mindset, you're not thinking about
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  what's in front of you, but what it could be, you know, and I think that I think, especially,
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  I give credit to my dad that he saw the potential. And thank God he did because being a visionary,
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  you see things where other people don't. And clearly now where we're at is because he saw
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  something in a failing yogurt donut brand, you know? Okay. So where did TikTok come into the picture?
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  Like, what was the what was the idea? Obviously, you didn't even tell your parents when you first
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  started posting, which is really funny. And, you know, like, I'm sure now they're very happy that
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  you did. But obviously, you know, when you're putting yourself out there, you're putting your
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  parents business out there. It's a little bit stressful, like, whatever. So what was the first,
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  what was the first like post that you did? Or why did you even think that TikTok would work?
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  Right. So it's actually very interesting because I used to just work in the shop just like,
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  normally, two days behind the counter. Yeah. Yeah. Yeah. Just like, you know, working, helping
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  customers. And, you know, I did have a social media background a little bit. Like I said before,
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  I wanted to be a musician. So I had another social media account that I grew to almost a million
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  followers at the time. Really? Do you play? I do piano for a bit of guitar singing. Oh, that's
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  up. Yeah. So, but that's, but that's my past life. But, but anyways, like I had a little bit of
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  a background. So that's important part of this story. But anyways, I was working in the shop one
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  day. We were about to close. And I kind of premeditated this. I went to the dollar store. I bought
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  some like sour candies. And I just was like, okay, before we close, I said to my cousin, I think,
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  before we close, let me just make this video. So I start cutting open the doughnut. And then I
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  start the video saying, I'm going to be making a flavor today. And my boss said, if it goes viral,
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  we're going to add this flavor to the menu. But the funny part is I had no previous conversation
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  about this with my dad. Who's your boss? Yeah, exactly. Like, yeah. I didn't talk to him about it.
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  Because I mean, I don't know. I just posted it. I thought it was a fun idea. But when I woke up
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  the next day with 10 million views, like, I didn't, I didn't envision that part happening,
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  at least to that extent. That's what's crazy, dude. That's crazy. But I think that what you actually,
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  what you're, what you're talking about, like when you didn't like tell your dad about it, like,
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  listen, there's a dynamic between like, you know, your dad, this is your dad's business and now
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  your business partners. But at the time was your dad's business. It doesn't matter like what the,
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  what, what content you're putting out, you're always like worried. Right. But like, what are people
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  going to think? That's true. And it's usually like, it's just going to be like stupid. It's going to,
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  people are going to think it's dumb. Like, everybody goes through it. Doesn't matter if you're like,
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  my first podcast, like, your first TikTok, like, everybody goes through this shit. And it's like,
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  I think it's like, I think that it's so important for people to understand that this imposter syndrome,
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  when you first start posting, it's, it's like a requirement. Yeah. It's just going to happen.
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  Well, to the, to the point where I literally made the account on a Google voice phone number,
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  that like, nobody could find in a new email that nobody could find. Because I'm like, if this
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  doesn't get a million views, I don't want anyone in my circle to see it. Like, nobody. So,
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  so you wake up with 10 million views. Right. So you have like a little bit of knowledge
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  with social, but this is like beyond. Because the thing is, like, I've gotten these types of views
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  before. For sure. But this was a new account. This was one of the first posts. Also, it was relating
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  to my family's business, which my family's business was always like my best kept secret. You know,
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  like it was something I did that brought me fulfillment joy, like to help improve the business.
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  But it was never something I actually highlighted on any of my social medias. So to have this new
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  account, it just was like this new opportunity to really open the doors to whatever came next.
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  Well, yeah. Because now you see how like, okay. So now I can make a business, not just myself.
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  I can make a business go viral. What do you think? I mean, we're going to talk a lot about
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  virality and like what makes something viral. But when that first post went up,
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  what do you think made it so well received? I think it plays into the psychology that I always
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  tell people when they want to get into social media. It's one thing to take something that's
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  interesting to some people. Like, for example, desserts is interesting to some people, but not
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  everybody. But it's another thing to find a way to make it relatable to everybody. Instead of just
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  saying, I'm going to be making this dessert, I said, if this goes viral, like if you give me the
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  approval, then we're going to add it to the menu. So I think really what made it so viral is the
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  fact that everyone kind of had their chance to participate. And they had, you know, something that
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  would strike an interest more than just Adona, but like something like me doing something with it,
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  you know, I get that. It's interesting like bringing the audience in. Exactly. And I don't want to,
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  I want to still sort of tell your story, but just one thing that seems interesting is you
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  probably see this a lot as opposed to bringing the audience in with social people are just like
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  talking at the audience. Right here happens a lot. What happened with this first, did you tell
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  your parents after this one viral or no? No. So I actually told someone on our team named Chloe.
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  She has been doing a lot of the social media in the past and she's very talented. So I kind of
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  was like, Hey, Chloe, like don't tell anyone, but here's the situation. And the next day we just
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  went in to film more videos. We bounce video ideas off of each other. And I decided to continue
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  the series of making more flavors. I was like, Oh, the last one didn't work because this happened.
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  Let's try again. So I think I posted about four or five more of those videos and a few days later,
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  I'm about half a million followers on TikTok. So we decided it was a good time to bring my dad in
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  and tell him about it. The people like half a million people's a lot of people in four days do,
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  that's insane. Yeah. No one gets that. That's why TikTok is wild because no one gets that kind of
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  like organic. I don't care for starting a new Instagram account. Nobody gets that viral that quick.
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  It's hard. Yeah. That's tough. I mean, even like forget it, like YouTube, Twitter, LinkedIn,
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  Facebook, Instagram, like Snapchat, nobody goes that viral that quick. Where people like did
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  somebody like walk in and recognize the store before you told your dad? So interestingly enough,
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  it was really strange because I was getting all of these numbers. But at first, I was like,
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  OK, so are these people real? Like what's happening? Yeah. And then I was like, I'm going to go
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  into the work tomorrow and there's going to be like a crowd outside. Yeah. Yeah. Like I didn't know.
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  And then I looked, I think it was about a week later when a kid came in and I was helping him.
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  And then he asked me to sign his cast. He broke his arm. That was a first person on this account.
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  He was like, I saw your video where you made a flavor. Can you sign my cast? Like I brought,
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  I brought my grandma here. And you know, that was actually a moment I don't think I'll ever forget.
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  That's beautiful. Yeah. Like it was really, you know, the numbers are awesome. But when you see it in
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  person, real people, it just really hits you differently. So when did you, so you told your,
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  your parents or dad and what was the reaction? Um, hey, I really have to take myself back here.
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  I think he was just very, very impressed. And it comes back to the thing of, I know a lot of people
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  when I tell them the story, they expect my dad to be like, why did you do this? Now I have to add a
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  flavor to the menu. But no, my dad is always able to see, I guess the opportunities and things.
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  So he was like, okay, well, what do we got to do to get this flavor on the menu? Like I'm just like,
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  it's perfect. We worked. We branded it. Um, I made several posts announcing it and kind of a lot of
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  sales, that flavor. So that's great. So this is like a weekend. And I think that even if you're
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  getting this traction, like, there's only so many of these kinds of posts, like out of flavor posts
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  that you can do, eventually you got to like, fuck out their concept. So how do you start to turn this
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  and for you know, it's in particular, then we're going to pull out like ideas and wisdom for any
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  kind of business. But how do you start to turn this into like a real strategy? Right. So you're not,
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  you know, your dad's great and chill, but he's not adding like six flavors at the menu every week.
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  Right. Of course. No. So I think well, so to pivot out of that, we first of all finish a series.
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  Maybe I think there was about 15 videos or 20 videos in that series of making a flavor that you
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  guys like. Yeah. So after that, we added it to the menu. But yeah, of course pivoting is important
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  as a creator. You need to, you know, get as much juice as you can out of the squeeze. But then
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  you have to figure out what's next. So for me, I think the first pivot I did was transitioning into
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  making flavors for zodiac signs, which that's like another thing of making things that are relatable
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  because I could have just been like, all right, that series is over. Let's just make flavors. But
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  I don't think I would have held as much people as doing something so relatable zodiacs. I made
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  three per video and I sometimes sprinkled little little controversial statements about each one.
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  Like, oh, Gemini's have two personalities. Like, oh, Gemini's, I can see that. But like,
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  I, that was like my next one. And that did really well actually. Some of those videos had over 20
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  million views within the first like few, few days. So how do you think through that's wild? How do
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  you think through like something that's relatable enough and then, and then like cross it over to what
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  you're doing? Like what's like the formula or like the thought process? I think you just have to
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  pay attention to what people are talking about. And if you're going into every social circle and
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  you don't stop hearing about something, you probably should pay attention. For example, the movie
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  Encanto was coming out a few years ago. And my parents were talking about it at school they were
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  talking about it. My little sister came home from school and was talking about it too. So for me,
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  I was like, how can I do something that relates to this, that something that everyone's talking about?
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  So my next series was actually making flavors for the Encanto characters. And I really personalized
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  them to kind of fit their personalities. And that series did very well as well. It's very smart.
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  So like there's like you tap into like cultural trends. But then it's a cultural trend plus your
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  business. Exactly. Do you think through space for businesses to just do stuff that like for example,
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  I'll use the podcast as an example. Like I don't tap into cultural trends, right? As much. Sometimes
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  you talk about like stuff that's happening in the news, but even before we press record, I'm like,
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  I don't want to talk politics. I don't want to talk things that like stress people out. Is
• 16:43
  this supposed to be educational? Right. So like do you think that I'm making it harder on myself
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  by not tapping into those? And I think actually sometimes I am. But is there a place for that kind
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  of content as well? Or do you think that most people, if you're going to give advice to me,
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  maybe you should tap into like cultural stuff more often and bring bring on somebody. I don't
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  know. I'm trying to think about other use cases. Somebody that doesn't have like, I guess,
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  the creative liberty, or maybe everybody does have the creative liberty to tap into stuff like that.
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  I think it's important to tap into things that you resonate with because at the end of the day,
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  you have to say true to who you are and have authenticity. So I really like the Incanto series
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  because I've always been like a Disney kid, always watch Disney and loved all of those things.
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  So for me, it was easy because I was actually doing something that I like. So a tip that I give
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  to creators is yes, it's important to do things that are relevant, but also things that are relevant
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  to you and things that are important to you because if you're doing something that you're not
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  really passionate about, people will kind of sniff that out a little bit. And also it won't be
• 17:48
  as enjoyable for you. So this has to be something sustainable. Social media, a lot of people
• 17:53
  consider it a one and done, but when you really figure out how to sustain is where you know,
• 17:59
  the fruits of your labor come. Yeah, I think that's smart. I think you have to stick with it long
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  enough. I think people like again, either people have early success and then they don't reinvent
• 18:08
  themselves or they never have early success and they haven't put enough reps in to figure out what
• 18:12
  works. Okay, so you're scaling this bit. So now obviously social is like a heat part of Jonas.
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  What are your numbers at now? I'm just curious because I have numbers, but I don't know if these
• 18:23
  are still relevant. I have 2.5 billion views and 10 million followers. Is that still relevant?
• 18:29
  That one too. That's insane numbers. Yeah, that's insane. Yeah, that's on YouTube,
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  on YouTube, 2.5 billion views. But I think with TikTok, it's over three and then
• 18:39
  and total following. It's 10 million. Yeah, that's amazing. And what has that meant for Jonas?
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  Honestly, it's meant a lot of things. I mean, I think something that brands struggle with so much
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  is brand awareness. You come to a new city and you're ready to open, but nobody knows who you are.
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  But now we're opening thousands of miles away from where I live, entering cities and people know
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  exactly who we are. They've seen it on TikTok. They've seen it on YouTube. They've seen it on
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  Instagram. And people take for granted how powerful that can be. And it makes it so much easier
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  to do certain initiatives because social media has such a broad audience, but at the same time,
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  when you know how to manipulate the algorithm properly, you can hone in on exactly where you have
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  your locations, where you have your stores, and you can make a big impact. If somebody wants to
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  use social to open up a brick and mortar store in a certain city, and they just have a lot of
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  people that follow them, how do you know where to open it or the strategy so that it's actually
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  successful? Because I think that people can build followings, but you've done it in a way that you
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  can actually say, in this city, we should open up a store. I think it comes down to actually listening
• 19:49
  to what your audience wants because, you know, they're always telling you. And when you're telling
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  them, I have a store, I have this location, I'm making this awesome product. People are going to
• 19:59
  start commenting like crazy. I want this in Arizona. I want this in Texas and Houston. And you kind
• 20:05
  of get more insight out of them. So I would just say pay attention to your comments. Also, I
• 20:10
  asked the right questions. It's as simple as actually asking your audience, hey, where do you think
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  we should open? If you make that that little post and then you start seeing out of all your 100
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  comments, 60 of them are from Houston, maybe you should start looking in Houston. So it's really
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  just like you're looking at the information and the data that social is giving you.
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  Exactly. Do you read all your comments? I read a lot of them. Yeah, I do. Do you not,
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  do you not get like stressed out? Because I'm sure that when you have the audience size that you
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  have, you get a lot of positive, a lot of negative too. Right. Um, I was just explaining this on
• 20:41
  another podcast I was in, but you need to take the comments as feedback and it's important. But
• 20:47
  like, and you need to take it more analytically than anything. For example, when people are saying
• 20:51
  certain things, even when it comes down to you as a person, I kind of look at more as marketing.
• 20:57
  And sometimes people, if I see something consistent enough, I'll be like, okay, wait.
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  Where did this come from? But other times I'm just like, look, I'm here to do my thing. And
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  when I feel like I want to do something, I'm going to, I guess, continue to do it. But when we
• 21:13
  look at it more of an analytical standpoint, I mean, you kind of just have to really see like,
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  what are they? So there's, yeah, I get what you're saying. It's like, yes, there's assholes.
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  But if enough people say the same thing, then maybe there's like a, like a lesson that you can
• 21:28
  incorporate into your content. Exactly. Yeah. You just have to take the comments as more as like,
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  you know, feedback. You don't take them too personally because I see people quitting social
• 21:37
  media even because they're getting so many negative comments. And what I say to that is you just
• 21:43
  have to learn how to source your confidence from within yourself because when you're constantly
• 21:50
  relying on positive comments to kind of keep you afloat and to source your ego, then I mean,
• 21:54
  the second it goes away, you're lost. You have an ego death. And it's not very pretty. So
• 21:59
  because you're focusing on like that dopamine, exact hit of like all positive. Yeah. So I will say,
• 22:05
  I read my comments, but I can handle it. And I've been doing this for a while on it. Eventually,
• 22:09
  you build a thick skin to it. But again, I'm not going to take, I'm going to take the positive
• 22:14
  comments and I'm going to be appreciative, but I'm not going to allow it to, you know, be the reason
• 22:19
  I'm happy today. Okay. So as this is growing, like, I mean, opportunities start coming. So you've
• 22:24
  done like Fox business, you, you work with Kevin Harrington, who's a shark from Shark Tank.
• 22:32
  What as you, as you start to post more, obviously, it just comes like a huge part of your strategy.
• 22:36
  As one understand, like, where does this take the business? And then I want to talk about like,
• 22:40
  the actual content strategy and like the viral, where does this actually take the business? So
• 22:43
  fast forward to today, what is this actually meant for you? And you're not. So first of all,
• 22:50
  I mean, if we're going to go past just the brand awareness and go even further, I mean,
• 22:54
  we've noticed the sales as a whole across the entire country raising because people are just
• 23:01
  coming in. They're so interested. They've seen it all over Instagram, all over TikTok and YouTube.
• 23:05
  And what's interesting is, yes, my social media has played a big part in it, but also how we were
• 23:10
  able to tie that back into the brand. We actually, we wanted to launch a new product back.
• 23:18
  I think end of 2022 because we just wanted to bring something new, a different kind of taste to
• 23:24
  Yonuts. And what's interesting is I worked with my team and I made these ads that took posts on
• 23:32
  all of the local pages. And what's really interesting is when we posted these, we immediately saw
• 23:38
  sales shifts and different sales patterns with in several of our locations. It was crazy because
• 23:44
  I post on Instagram. And this is all organic, by the way, before we even put these on paid social,
• 23:49
  some of these on the local pages, introducing our new product, which we put ice cream in a donut
• 23:53
  hot press, say roll it in cinnamon sugar. That sounds absolutely delicious. But like these posts
• 23:58
  were getting millions of views organically on the local pages. And all of a sudden, we start seeing
• 24:04
  the month, like October 2023 was a completely different month than October 2022. And these
• 24:10
  videos directly contributed to it. We've never seen volumes as heavy. And it was my voice in
• 24:15
  the videos too. So there's an association with my social media and an ad in your local city.
• 24:19
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  to AI and machine learning for free, that's NetSuite.com slash Scott Clary. That's NetSuite.com slash
• 26:59
  Scott Clary. NetSuite.com slash Scott Clary. What do you think? Why do they, like,
• 27:05
  as most companies, they do not know how to get good creative for ads. And like, what they end up
• 27:11
  doing is like, they just end up running like, you know, 50 different ad sets. And it's very hard
• 27:16
  to make them like a profitable. And like, the row ads and the return ad spend is like not great
• 27:23
  after Facebook, iOS updates and whatnot. So what do you think made these pieces of content so good
• 27:31
  that even without putting paid behind them, they already generated like millions of impressions?
• 27:37
  I would say I honestly think I approached it differently because I posted these on Instagram,
• 27:43
  but I came into it with a mindset of a YouTube short, which the way I cut the videos,
• 27:48
  I felt like I was editing a YouTube short. And I think Instagram hasn't seen enough of that.
• 27:53
  And I think it sparked interest because you can tell in the analytics that something is different
• 27:58
  about this post because we've had these local pages for a while. But some reason these specific
• 28:02
  posts that I put my personal touch on absolutely blew up across several accounts, our Phoenix
• 28:07
  account, our Sunrise account, our Dallas account and several more. So I would say just taking
• 28:13
  a different approach on something that I already knew worked really helped it a lot. That's so
• 28:18
  interesting. I wanted to ask you this. I think this is actually a really good segue. So
• 28:23
  this content on one platform like work on others, but I guess the answer is yes.
• 28:28
  The answer is it's actually a great area because I was just explaining this yesterday for my
• 28:34
  course that's coming out soon. We'll get into that. But sometimes you're going to take a piece
• 28:41
  of content and post it on all platforms and you're going to see on one platform it completely flops
• 28:47
  and then on the other platform it does extremely well. And then there's going to be other pieces of
• 28:51
  content that do the exact opposite. I have some videos on Instagram that have 20 million views
• 28:55
  and on YouTube barely cracked a million. And my audience on Instagram is actually much smaller
• 29:00
  compared to YouTube. So clearly Instagram likes something out of me when I did that specific thing.
• 29:05
  But then I have the exact opposite happening where I'll post something on YouTube 40 million views.
• 29:09
  But on Instagram, I didn't even get to get like less than a few hundred thousand. But you realize
• 29:14
  these are still insane numbers. For sure. Like most people are trying to get like a thousand views.
• 29:18
  Like these are still wild numbers. So like something, do you think that it was all from like that first
• 29:23
  tip? Like I've always tried to figure this out too. It's like what platform should you build on
• 29:29
  where the audience like trickles over to all the other platforms? I would say to treat every
• 29:34
  platform as its own. Like when I started transitioning from TikTok to YouTube, I didn't even tell my
• 29:40
  TikTok that I was doing that because at the end of the day, I don't want an active followers. Because
• 29:45
  if you're on TikTok, you're probably not going to be scrolling as much on YouTube as you are on
• 29:48
  that platform. I wanted to figure out the next platform. And that's something I always say to
• 29:54
  creators, you need to know the platform you're posting on. Not before. Because initially,
• 29:58
  you should just be posting your content everywhere. Take 50 posts that you did on TikTok and turn it
• 30:03
  to 200 by posting on four different platforms. But after that, you kind of understand the tone of
• 30:10
  each one. You see out of those 50 videos, you know, A, B and C went viral here, D, E and F went
• 30:15
  viral here. And then you understand the tone much more. But no, I wouldn't really focus on the
• 30:20
  trickling as much as I'd focus on each platform as its own. Because you mentioned like you edited,
• 30:25
  you edited reels on Instagram like you would edit them on YouTube. So is there like one platform
• 30:33
  that you think if you can figure out that algorithm, then it'll go and work everywhere else or no.
• 30:41
  It's really a hit or miss. I'm going to be completely honest because you're going to do these
• 30:46
  videos. And sometimes it's going to hit everywhere. And I call those a golden videos. But then
• 30:52
  sometimes it's not. But what I will say is that once you understand each and every one of your
• 30:57
  platforms and how they respond to you, you can cater the same video differently to them. I have
• 31:02
  some videos I'll find on Instagram. And I'm like, I could do this on Instagram. But if I change
• 31:07
  these three variables, I can make it do well on YouTube as well. So it comes down to, yeah,
• 31:13
  there's going to be videos that go viral everywhere. But there's also going to be different things
• 31:17
  that you can do to make them go viral everywhere. Yeah, that makes sense. And then you start to,
• 31:21
  so you start to, step one is really just to start creating and posting 100% and then you start
• 31:27
  to pay attention and you start to see. So that same subject that kills it on TikTok,
• 31:34
  if you just copied and paste it and post it, it may not kill it, but if you tweak a couple things,
• 31:38
  then maybe I see. And like I said, I will always say to people, take what you have before you
• 31:44
  start switching it around and stuff. Because you don't know, like, yeah, you might have this idea that
• 31:47
  you might need to make these three changes on this post. So it does want Instagram. But I mean,
• 31:51
  maybe the post itself would have done well. That's why you need to just embrace the testing phase.
• 31:56
  It's a beautiful time where you get to figure out exactly who you're going to be on these
• 32:00
  platforms and set the tone. One thing that I've seen you do, and I think that you know, you ask me
• 32:05
  which videos that I first see you in. And I think one of the major viral videos is when people
• 32:10
  are hating on you when you're filming in one of your stores. Tell me that story. If you think
• 32:15
  that's actually interesting, but also tell me why you think that went so viral. What was the
• 32:21
  thing about people hating on you when you're trying to film that I guess went viral on social?
• 32:25
  Okay, for people who don't know the story, what happened was I was recording a video
• 32:31
  making flavors for minions, which the new movie came out. The flavors look pretty cool actually.
• 32:36
  But as I'm recording, these two customers kind of look over and they're like, that's so cringed.
• 32:43
  And it took me a minute to process what was going on. I was like, what? But yeah, in the video,
• 32:48
  I mean, the comments say it more than, like, more than anything. But yeah, my smile I was like,
• 32:53
  very happy, but it kind of like dulled and I kind of was like, oh, okay, I killed my vibe.
• 32:58
  Did they not know that you worked there? Or are you just being assholes?
• 33:02
  Navy, like, I don't know. Sometimes the thing about videos is you're really putting yourself
• 33:06
  out there. Like you're putting your neck out. So I mean, you're going to get stuff like that online
• 33:10
  and in person. So, you know, they said that. And, you know, immediately one of my co-workers at the
• 33:16
  time, like started defending me. And she was like, oh, you know, he actually has like two million
• 33:21
  followers. And then they then they just switch up and start asking me, oh, do you make money? You
• 33:25
  know, but, but I took that clip and I posted it on my social media and combined that video has
• 33:31
  100 million views, which is crazy. And it's got me millions of followers too, which I mean,
• 33:39
  I'll take it. But in terms of why did it go viral? I think a lot of people just want to support
• 33:46
  the underdog. And at the end of the day, I was sitting on my chair. I wasn't bothering anybody.
• 33:50
  And the thing about social media is I think people are so used to disrupting people around them.
• 33:55
  But when I do it, I try to always kind of not, you know, involve other people that don't want to
• 34:00
  be involved. Of course, like when you're like filming in public, you don't want to let you try
• 34:03
  to like not put people in the background that like don't want to be on camera. I get exactly.
• 34:08
  Yeah. So I think the fact that I was mining my own business, like if I didn't talk to them,
• 34:12
  they wouldn't have talked to me. We would have been fine. But the fact that they kind of just like
• 34:15
  came to ruin the vibe. I think a lot of people, you know, suck up for me. And that definitely
• 34:22
  helped they go viral. Okay, so let's talk about let's talk about a little bit of strategy.
• 34:26
  Talk about like the blooper. And I know you have a course. This is actually what your course
• 34:29
  is about. So your course and we'll just we'll drop 21 days to viral. That's actually your social
• 34:34
  media challenge. And that's also a course attached to it where you're basically teaching people
• 34:38
  like the formula. Exactly. To go viral. Exactly. Because I mean, the thing about social media,
• 34:44
  the more people I talk to, I realize it's very untapped, especially what I've been able to do on
• 34:48
  YouTube shorts. Like last month, I got 300 million views like in in a month. And that's such a big
• 34:55
  number. But I it seems like there's not enough people who can replicate that strategy. So really,
• 35:01
  this course is honestly to just teach these lessons because YouTube shorts came out in 2022.
• 35:06
  Yeah. You know, and in the influence of culture of all of social media. So the course is really
• 35:11
  teaching those things. And I call it more a challenge, actually, because there's actionable
• 35:16
  tasks for you to be doing at the end of each lesson, like homework almost. And we have Q and A's,
• 35:21
  a lot of other things like that too. So we'll put links if people want to go check this out. And
• 35:26
  and I think they should because it doesn't matter if you're an influencer, business owner,
• 35:30
  obviously, like what you did with your own ads. You're right. Not a lot of people know how to do
• 35:34
  this myself included. And we'll definitely become a customer and sign up as a student. No,
• 35:39
  it's very difficult. Like I always say this to people like podcasting is probably the hardest
• 35:43
  thing that I've ever built. It's like, it's is very slow. Like up like, you know, it's like a very
• 35:49
  like linear like a growth. It's not like viral moments. And I think if people can figure this out,
• 35:54
  it's just like this not to say that like you shouldn't put the work in anyways, you have to. But
• 35:59
  it's just like it removes a lot of the friction and it removes a lot of the pain and like the
• 36:04
  just like the beating your head against the wall trying to figure out what content works when
• 36:07
  you have a playbook. But I don't think many people have a playbook for viral. That's true.
• 36:11
  The only person I know of ever who's ever spoken to about this is Brendan Kane. Brendan Kane wrote a
• 36:17
  book. It's something. Oh, I'm blank in the name. That's so bad. It's like I'm your first million
• 36:23
  followers or something along the lines. But basically he has like 20 different styles of content.
• 36:29
  He has like, you know, like on TikTok where like you like interview each like you interview
• 36:34
  yourself. He talked to yourself and then like another one. And it's not they're not his styles.
• 36:37
  He just teaches it basically not a lot of people teach it. And he does something where it's like
• 36:41
  man on the street interviews and like that's a viral viral style of content where you're interviewing
• 36:45
  somebody kind of like Daniel Mac. Or it's like, you know, like what do you do for a living kind of
• 36:49
  style? So I know that there's like some a little bit of a formula, but very few people really know how
• 36:55
  to go viral repeatedly. So I mean, we can talk about a couple different examples because you've
• 37:01
  done this with yourself with like your evil twin. You've done this with a youtuber named Nike
• 37:07
  wool. But before we even talk about those stories, what are the first things that people just think
• 37:12
  about? It doesn't matter what business you have if you want to start going viral. There's several
• 37:18
  different things. This is something I actually refer to a lot as taking your niche to the ocean
• 37:24
  or taking your niche to the ocean, which basically means that you're going to have, you know,
• 37:29
  something that you do. And it's going to be something that's interesting to you and whoever
• 37:33
  else is interested in it. But how can you make that not just a pool of people who might enjoy it,
• 37:38
  but an ocean of people who might enjoy it? How can you broaden out your audience so much? I did that
• 37:43
  with donuts and relating it back to other things. But you have to figure out how you can do it
• 37:48
  for your own thing. For example, let's just say you do real estate. My cousin was telling me that
• 37:52
  she does real estate every time she shows houses on Instagram. It's not really getting that many views.
• 37:57
  And I told her, I'm like, look, not that many people are interested in buying houses. I mean,
• 38:01
  there's a good amount of people for sure. But based on the general population, it might not be as
• 38:05
  many as you need to make your video go viral. It's only like at a certain point in their life too.
• 38:10
  It's not like all the time. Exactly. So I said, how can you make this thing that you do in your niche
• 38:15
  and make it viral? And I said, okay, change your hook. Instead of saying, I'm going to show you this
• 38:20
  house and it's so cool. How about you say this house just got put up for $600,000. Let's look through
• 38:26
  it and see if it's worth it. And like comment down below if it's worth it. You know, like that's how
• 38:30
  you can make it more relatable because people aren't going to be so interested in the small little
• 38:36
  thing you're doing, the little pool, you know, of audience that you're going to have versus the ocean
• 38:40
  of people you could bring in. Once you start asking them their opinions, once you start bringing
• 38:44
  relatable things like money, everyone wants to have an opinion about money. Somebody who lives in
• 38:48
  somewhere like Michigan might have a different housing market than someone who lives in South Florida.
• 38:52
  So it's going to be very opinionated and the more audiences your video gets, the more opinions
• 38:58
  you're going to be getting. People are going to be fighting in the comments. This is worth more
• 39:01
  than $600,000. This is worth less. So the main tip is just make your idea mainstream. Stop
• 39:08
  confining it to such a small box of people. Okay. What are you, I'm going to use me as an example.
• 39:14
  So I have a business podcast. So right now, I mean, most of our, most of our growth comes from the
• 39:20
  actual like long form podcast. Great. Reels do okay. Reels are not getting a hundred million.
• 39:29
  Or I say reels. I mean, like short form videos like TikTok, YouTube shorts, Instagram reels.
• 39:35
  So what would be a good strategy for if I, if I do business content and you can say it can
• 39:41
  include your guests or it can include just you like what would be something that could take an
• 39:46
  interview like this and make it more relatable. Like what would like a good hook be?
• 39:49
  It comes down to paying attention to what people are talking about and things are constantly
• 39:53
  happening in business. And that's your niche, right? So how can you make that more mainstream?
• 39:58
  Well, there's so many things happening in the world right now. Five planes crashed in two months.
• 40:04
  How about talk about how that's affecting the, you know, the aviation market? Like that could be a
• 40:08
  big thing. I mean, the, I believe the Chipotle CEO got swapped out and a lot of people were talking
• 40:13
  about it. Duelingo is dying. A lot of people are talking about it. You know, it's like how can
• 40:18
  you take your niche, which is business, which has a big appeal already, but make it even more
• 40:23
  mainstream. And so what everybody is talking about. Oh, and then I, you know, like based on your
• 40:28
  example, you just said you could say something like if somebody brings up a point about something
• 40:33
  like relevant, like right now, the hook could be so and so says this about the Duelingo marketing
• 40:41
  campaign. Do you agree? Like something like that? Yeah. So then the call to action is like prompting
• 40:46
  discussion. Exactly. Talk about things that people have a lot of opinions on and just really make
• 40:52
  that your point. I mean, I even did videos right when TikTok got banned. I just literally pulled on
• 40:56
  my camera, started recording guys. I heard that TikTok got banned. And then I showed it on my phone.
• 41:00
  I'm like, oh my gosh, it's crazy. Immediately the video goes viral. People are talking about it.
• 41:04
  Do they agree with in the comments? Do they not agree with in the comments? Like it was not even
• 41:08
  necessarily my content style, but it was just something so prevalent in pop culture and culture.
• 41:15
  And then just people like picked up on it. So if you think about that first step about just like
• 41:20
  broadening it, tapping into these like culturally relevant ideas, the hook is basically a call to
• 41:27
  action, whether or not people agree or disagree with the idea that you're going to talk about.
• 41:34
  What's next? I mean, like other things that people think about when you think about going viral,
• 41:37
  I guess like production quality, platform, timing of like the length of the video, the time of
• 41:46
  thumbnail, what does any of this stuff matter? Of course. I mean, there's a lot of variables
• 41:51
  into what makes a video go viral. You know, it's kind of like I always describe it as the perfect
• 41:56
  dish. You know, it's like, yeah, you might have a nice plate, but there's different ingredients
• 42:01
  that go into it to make it what it is. But before you even focus on the execution of your video,
• 42:07
  it's so important to have the right idea because when you don't have the right idea,
• 42:12
  you're going to be making something so pretty, but something that nobody really has interest in.
• 42:17
  That's what a lot of people do, I think. Exactly. And I would say a lot of the idea comes in the
• 42:22
  hook like I was explaining with you. I mean, it's the difference of your video going viral asking
• 42:26
  people if this is worth what it is, or I'm just going to be showing you something that you might
• 42:32
  not care about. You know what I mean? Like it really comes down to that. And it's so funny because
• 42:36
  when you have that hook, then yes, you are definitely tapping into a wider audience base, but
• 42:41
  you're still going to attract the people that you want to watch that video. And I think that that's
• 42:46
  what people get in their own head. They're like, oh, this is not like, I don't care if people
• 42:51
  have an opinion about whether or not this house is worth what it's listed at. I just want to attract
• 42:56
  buyers. The thing is, you're going to get a lot of people and you're going to get buyers,
• 43:00
  and you got to get out of your own head. You have to like, you have to kill your own ego.
• 43:04
  That's true. I mean, even me making flavors for things like Encanto, things like different,
• 43:09
  different things, it's resulted in hundreds of thousands, even more worth of franchises sold.
• 43:15
  It's actually, so it's like, I could have had that mindset of, oh, yeah, I'm making a flavor
• 43:21
  for Encanto, but it might not bring me customers and it might not bring franchise sales. But
• 43:25
  it's at the end of the day when you're getting yourself out there, it's so much more opportunities.
• 43:29
  Several of these opportunities, even from kids telling their parents about this brand,
• 43:33
  that's a franchise, and then them coming to us and saying, okay, we want to open five.
• 43:36
  You know, so it's like, I mean, you got to get out of your head and just do what works.
• 43:42
  I mean, you just got to try everything. It's to talk to me about your evil twin strategy,
• 43:46
  which is just wild. But I think that I'm going to just, before you tell everybody what you did,
• 43:54
  I think it's so important for people to understand, you can create the most
• 43:59
  ridiculous content. And at the end of the day, like, there's a chance it works.
• 44:04
  Like, this strategy, okay, explain the strategy, but it is absolutely ridiculous.
• 44:08
  But it is, it's a very good, it worked out. Anyways, go ahead.
• 44:11
  Basically, it all came down to one day when I was filming and I needed somebody to film with me,
• 44:16
  but my sisters were in school, my parents were busy. So I started thinking, okay, how can I
• 44:22
  get someone involved? And I decided to create a fake alter ego called devilow, my evil twin brother.
• 44:29
  And his objective is to absolutely ruin my day. Just he hates me. Everything I love he hates.
• 44:34
  If I love messy, he loves Ronaldo. If I love Donuts, if I love Yonuts, he loves Krispy Kreme.
• 44:39
  Like, he just wants to be my biggest hater. And I put him in a video where basically I was on a
• 44:45
  milkshake diet. And I didn't want to have any milkshakes for my whole shift. And all this sudden,
• 44:52
  behind my back, he starts making this milkshake. And right when I get back, I drink it. And I'm like,
• 44:58
  shoot, I filled my diet. Who made this milkshake? And it was him. And he was watching and laughing.
• 45:02
  I see this video get millions of views. And I'm like, okay, I need to make this something, right?
• 45:10
  So instead of just stopping at that one video, and you know, that's the end of his fate,
• 45:14
  I actually made him his own account. And in less than about 20 videos, or maybe a little more than
• 45:20
  20 videos, actually, he had over 500,000 subscribers right off the bat. Is that on TikTok?
• 45:25
  This was on YouTube. It's on YouTube. So it doesn't matter. It's not like you can just go viral
• 45:31
  and TikTok. This was the YouTube account. This was YouTube. Yeah. YouTube is actually my main platform
• 45:35
  now for everything pretty much. Do you think that that's where the most opportunity is for me?
• 45:40
  I've seen other creators have different opportunities elsewhere. But
• 45:45
  I would go as far as to say that YouTube has more opportunities in any other social media platform.
• 45:51
  That's my experience with it. I mean, they really like when you start doing good,
• 45:56
  they really take care of you. Like they they want you to succeed. And I think that's different
• 45:59
  from a lot of platforms. I mean, I do have friends who do well on other platforms. So I'm not
• 46:03
  going to discredit it. YouTube is what works for me. But if I had to really give my opinion on
• 46:08
  which platform is the absolute best, it would be YouTube. What do the why do you think this this
• 46:14
  evil twin did so well? I think that it went so viral because people want to know if it's real.
• 46:21
  It peaked curiosity. People are like, okay, wait, is this real? Is this not real? Let me actually
• 46:25
  have a brother. Yeah. Exactly. Is he wearing the same earrings? Does he have the same freckles?
• 46:29
  What is different? So I think that definitely helps. And also, I mean, I just think that there's
• 46:34
  such a funny psychology and, you know, sibling relatability. So I kind of really embodied that
• 46:40
  through my evil twin brother, you know, again, like I said, anything I love, he hates. Like,
• 46:46
  there's a lot of people who have sibling haters and 100%. You just did what you said you should do.
• 46:53
  You made it more relatable to a bigger group. You take your niche and you take what is it?
• 46:58
  Neatially ocean. Exactly. Exactly. Everybody has like a not everybody. And enough people have
• 47:03
  a sibling. And enough people have rivalry with their siblings. Exactly. So what did you do with?
• 47:09
  Okay. So that's one great example. I mean, this is, this is what's so beautiful. And I just love,
• 47:15
  I love how you can take so many different ideas. Because you can succeed at one thing. And I can
• 47:20
  guarantee you there's going to be one asshole hater out there that's going to be like, you can't do it
• 47:23
  again. Right. 100%. 100%. That's it. And like, you know, like, fuck you asshole. But like, like,
• 47:31
  the point is you've done it like again and again and again and again. So the science to it.
• 47:35
  There really is a science to it. What did you do with Michael? Right. So actually, before I get
• 47:41
  into that, I just want to mention the again and again and again is something really important that
• 47:46
  I think not enough people take into account. When you have a video that goes viral, people will be
• 47:52
  like, wow, that was my viral moment. That was my time to shine. But what I say is that you should
• 47:57
  be able to figure out how to make 20 more viral videos from that concept because you're creating
• 48:01
  a new category of content within yourself. And I you really need to be able to think about how
• 48:08
  you can make that same video differently 20 times 30 times. Make a series out of it because
• 48:13
  you don't really become known for something out of one video. I mean, there's anomalies if you're
• 48:18
  the hot to a girl like, but in general, you don't really get known for one video as much as you
• 48:23
  will if you do the same thing seven times. And I want to take that in transition into what you just
• 48:29
  asked me about the Nikeville situation. There was this YouTuber that we got connected through through
• 48:34
  this guy named Lucky. He's he was Jack Dirty security guard at the time actually really really random.
• 48:39
  But he ended up becoming like Twitter. Yeah. Yeah. Yeah. Yeah. But he actually lucky ended up
• 48:44
  becoming a really close connection with us. He helped us with a lot of things. But he he was like,
• 48:48
  look, I have there's this kid. He has under 50,000 subscribers. But you know, he's he's talented. He's
• 48:54
  a boxer. So maybe see if you can do something with him. Okay. So I look at his account and
• 49:00
  he didn't get that many views per post. However, I did notice something. One of his biggest videos was
• 49:08
  he punched these youtubers in the stomach, the island boys. It was like it was consensual. But he
• 49:12
  was like, he was a boxer kid who's trying to fold youtubers in half by punching them. So he had
• 49:18
  about one video that he did like that that went viral. Not video was months ago, but you know,
• 49:23
  I didn't see anything else after that. So I was like, wow, you know, some people might find
• 49:29
  a kid who, wait a minute. So I said, you know, some people might find a kid who is a boxer
• 49:36
  pretty interesting. Okay. Some people, but a lot of people will find a kid who found youtubers and
• 49:42
  punched them in the stomach. So when he came into the shop, I was like, okay, this is your this is
• 49:47
  your rebrand. Yeah. You are the kid who finds youtubers and beats them up. You're the kid who
• 49:52
  folds youtubers like it's amazing. It's not a one and done. We're going to turn this into more.
• 49:56
  So I made a series with him. It just started off with one video initially where I hired him for a
• 50:02
  job. But then at the end of the video, I realized that he wanted to beat me up. Also, because my
• 50:07
  evil twin brother, devil, I hired him to do it. I love that. There's a lot of lore, but there's a
• 50:12
  lot of lore actually, but it's so good. Now you like now you're like merging all like again,
• 50:17
  like you're so creative. You're so so creative and you just see all these different opportunities.
• 50:23
  And I think that actually if you start going down this rabbit hole and you start to want to create
• 50:26
  content, I think you always have to be like creative and thinking. And I actually think that this
• 50:30
  is actually a really smart lesson. You can't be so busy in your life that you don't have time
• 50:35
  to be creative. Yeah. I agree. I think a lot of entrepreneurs suffer from that because they're
• 50:39
  like so in the weeds on all their shit. They can't think and but if they took a step back and they
• 50:43
  spent time like home for a walk or whatever, whatever you do to be creative. And I would just say
• 50:48
  like even even after that video, which was what was really interesting is like what was really
• 50:53
  interesting after that video is after I got over 20 million views, I was like, okay, let me do it
• 50:58
  again. I invited him back to the store. We did a part two and we did a part three and a part four.
• 51:04
  All of them got over 10 million views. And that's the lesson of what I was saying before. You cannot
• 51:09
  let your one viral video die at that because it's not worth it because you're going to be spending
• 51:15
  90% of your time testing what works. But then when you find it, do not give up and leave it in the
• 51:22
  past. You need to spend 100% of your time figuring out how to make more content out of that one
• 51:28
  video. So we made a part two, part three, part four, even a part on devalos account where he hired
• 51:32
  that video got 15 million views, I believe. So like you can't, you know, after you've tested
• 51:40
  enough, your goal is to get out of the testing phase and execute on things you know that work.
• 51:47
  After you have this one idea, so for a guy like that, so he can do this video so many times,
• 51:52
  right? But do you have like a, do you like after you do it 20, 30 times, would you tell him like,
• 52:02
  oh, now you should go look at other creators and find like another series to do? Like what's the
• 52:07
  next thing? Right. That's not even have to have like a, no, it's great to have other things. So
• 52:12
  this is the advice I give to people. A lot of the times creators, when they find something that
• 52:17
  worked, they're going to be only doing that one thing until it dies. And then they have a midlife
• 52:23
  crisis. They don't know what to do. And they're freaking out because they're one piece of viral content
• 52:27
  that used to work isn't working anymore. But what I say to that is you should always be testing
• 52:33
  even when you're executing things that you know work. That's actually a better time to execute
• 52:37
  things that you know work. Because if I have this series blowing up and every post on posting is
• 52:42
  going viral in between there, I should be testing other pieces of content so I can segue after this
• 52:48
  doesn't work. You know, because if I wait for the hype to die, then it's a really hard six months
• 52:55
  or one month or however long it's going to take for me to find the next thing to work. It's really
• 53:00
  difficult. So the advice I give to those creators is while you have that thing that works,
• 53:04
  test things because a lot of them aren't going to work. But the pressure isn't as strong
• 53:09
  when you're already viral for your other things that are working, right? And then when you find
• 53:13
  one that works in between things that already work, it's beautiful because now you have another
• 53:18
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  marketers to see how this actually works. You know what I think people are stressed about. They're
• 55:58
  worried that if they're killing it with one kind of content, then another kind of content is
• 56:02
  going to like screw up. There's there's streak or it's going to screw with the algorithm. I know
• 56:07
  that like you know Graham Stefan. He's a big finance YouTuber and he does like ice coffee
• 56:13
  hour at the pocket. It doesn't matter who he is. The point is he's gone on record saying that
• 56:19
  he uses Instagram. I'm going to try and remember what he said but paraphrasing the strategy is
• 56:25
  to test on Instagram and to test on TikTok and only take the winners and then use them on YouTube
• 56:31
  because he's so stressed about YouTube about a video not performing on YouTube and it like for
• 56:38
  some reason, screwing up his whole YouTube channel. Do you think that there's any validity in that
• 56:44
  or is that wrong? I would say there was a point where that advice would be more beneficial to
• 56:50
  creators. But recently I've been noticing a shift in the algorithms where you know initially
• 56:57
  used to be like you should only post one time a day. You should post what you know works and
• 57:01
  post within these times but now social media has become a different game because if you notice when
• 57:06
  you're scrolling on your feed, you're not really seeing people that you follow anymore. You're seeing
• 57:10
  things that cater to your interests. So with that being said, I would say you shouldn't be scared to
• 57:16
  click the post button because a lot of the times it's not even going to be your audience seeing it
• 57:20
  unless it's a good enough video for them to see because YouTube and Instagram and TikTok,
• 57:25
  all these platforms are just trying to marry your piece of content with somebody who wants to see it.
• 57:32
  So there's not really as much pressure if your video goes viral or not. I mean, aesthetics wise,
• 57:37
  yeah, having a video that might not have as much views might stress you out, but you need to be
• 57:41
  comfortable doing that. Even one of my most viral series, it was a finding messy, the soccer player
• 57:46
  with donuts. But to be honest, before I posted it, I was a little hesitant. I was like, I just don't
• 57:51
  know if this video is viral. Like, I mean, for me, it was fun. And I feel like it's viral, but I
• 57:56
  don't know. And I don't want this to mess up my trajectory. Think, God, I posted it because these
• 58:01
  series each have 20 million views, 30 million views, 40 million views. This is it. Eight parts
• 58:05
  series. And by the end of the series, by the way, he actually got the donuts. That's very cool.
• 58:11
  It's like, imagine I didn't click the post button out of anxiety. And because I didn't do that,
• 58:16
  I didn't get probably like maybe 300 million views worth of content across all platforms.
• 58:21
  Millions of followers or hundreds of thousands of followers and what messy seeing my donuts.
• 58:25
  I mean, do you know how huge that was for my brand? Like, to have messy, like, eat the donuts,
• 58:31
  I've ate for him, like, you know, like, that's crazy. So you think that, and that's actually,
• 58:35
  I think that's actually like such a, a de-stressful, like, it's like a calming idea that like,
• 58:41
  each piece is kind of judged independently, exact from the others. And I think that this idea of
• 58:48
  if I post the wrong thing, it's going to screw up everything I've done over the past five years.
• 58:53
  Dude, that stops so many people from posting. Yeah. And it just kills it. It just kills people's
• 58:59
  like creativity. And I've had similar experiences. I don't get the views you get. But I've had
• 59:06
  similar experiences with, um, with like on Instagram, I put these, like, little, like, quote tweets,
• 59:11
  like these one line, like, one line or ideas. And I test them out on Twitter. And I usually take
• 59:16
  the one that performs the best and then like, go into Canva, put it in like a square and like,
• 59:21
  upload it to Instagram with a little caption. And some of them do well. Some of them don't. But
• 59:26
  some of them go like mega mega viral, like for me, at least at like hundreds and hundreds and
• 59:31
  hundreds of thousands of views on these little squares. But if one flops, it really doesn't impact
• 59:36
  me. Right. It doesn't impact me at all, which I love because that means I can test unlimited times.
• 59:42
  Exactly. And that's, that's the beautiful thing is that social media is shifting. Again,
• 59:47
  if I were to be on this podcast a year ago, maybe there's different advice I'd be giving you.
• 59:51
  But now they really just are going to, like you said, individually test your post one by one.
• 59:58
  They're not looking at you as a whole anymore. Of course, I mean, if you have,
• 1:00:03
  if you have a bunch of viral videos, maybe your initial pickup will be really good, you know,
• 1:00:07
  but regardless of how your video performs in the first 24 hours long term, it's not going to affect it.
• 1:00:12
  Yeah, that's so true. You put together a four part series, which series was because I'm just
• 1:00:21
  looking at one of the series that you put together that was like part one, 23 million views,
• 1:00:26
  part two, 13 million views, part three, 10 million views, part four, 10 million views.
• 1:00:31
  This was a NICOL one. This is NICOL. Yeah. These are what, but these are this particular example,
• 1:00:36
  like these are numbers that you've seen across almost all the series of content you put out.
• 1:00:41
  Those numbers were actually just YouTube. Those videos did perform well on other platforms too.
• 1:00:46
  I just didn't include them in there. Oh, shit. Yeah. Those numbers were good, but,
• 1:00:52
  you know, I threw those numbers in to show you the example, but really the numbers on my
• 1:00:56
  messy series were crazy. What's the best piece of content you've ever created?
• 1:01:01
  Actually, it was one I did with my two sisters. This piece of content got over 100 million views,
• 1:01:08
  by the way, where they just on YouTube, by the way, just on YouTube, over 100 million views.
• 1:01:14
  I think it's almost at 120, but on third of the US, it's crazy. It was a video where,
• 1:01:23
  you know, I was like, every time my sisters come into the store, they always ask me for something,
• 1:01:26
  and then they, you know, they ask me for milkshake for donuts. So today, I'm going to be telling them
• 1:01:31
  no and getting their reaction. And I said no to my older sister and she's like, what do you mean no?
• 1:01:37
  What do you mean? And then my younger sister comes in and then she asks me for some, I'm like, no.
• 1:01:41
  And then they both start freaking out. And they're like, yeah, if you don't give it to me,
• 1:01:44
  I'm going to tell mom and dad about the thing. I'm just like, I already told mom and dad about
• 1:01:48
  the thing and they're just mad. They're outraged. But that video did really well. And of course,
• 1:01:53
  like we can break down the psychology, just like I was saying before, it's the relatability,
• 1:01:57
  the sibling entitlement. Like, like little siblings, the amount of entitlement they have for the amount
• 1:02:02
  of time they've been on this earth is crazy. Like, what do you mean? Like, it's so relatable. I
• 1:02:09
  get so related. All the siblings can relate to this. So just the way she's yelling at me because
• 1:02:13
  she's not getting what she wants. That video did really good. So when you look at creators,
• 1:02:20
  you saw some opportunity with Nike. Well, do you think that every creator has every style of
• 1:02:28
  content or every topic in some way has a capacity to go viral? Absolutely. Anything can go viral.
• 1:02:34
  You just have to be able to train your eye and your brain to figure out how you can make that happen.
• 1:02:38
  Because a lot of people are under the impression that the only things that are viral are things
• 1:02:43
  that are viral. But when you train your eye, you can see the virality in just day-to-day things.
• 1:02:48
  You can see in anything. I even did a video on... It was so random. It was, um...
• 1:02:56
  Who is it? It was 12 ways to do a push-up. It was just like, I was doing push-ups one day. I was
• 1:03:00
  like, this is kind of interesting. I just made a video doing it. It's got millions of views. Like,
• 1:03:04
  you know, it's like... It's so interesting. It's something someone would say might be boring,
• 1:03:08
  but I was just like, I feel like I can make this viral. And I did. I feel like when you do stuff,
• 1:03:14
  it's so... Because everyone tries to copy everyone else. Right. And like, I think that just,
• 1:03:20
  for somebody who's just starting to create content, it just kind of feels safe to like copy.
• 1:03:24
  But like, some of the most viral stuff, it's like... It's like I've never seen it before. It's like
• 1:03:30
  almost like you're just like, what is this? I've never experienced it on social media. Like,
• 1:03:33
  12 ways to do a push-up. I've never seen a post like that before on social, right? But I have seen
• 1:03:37
  like a million people like, again, just my, my example, like clipping out podcasts, talking points.
• 1:03:42
  And it's okay. It's good. Whatever. It does what it does. But it's not like new. It doesn't like,
• 1:03:47
  it doesn't stop them from scrolling unless they already know you. Which I think is really the
• 1:03:50
  goal. Viral is like tapping into people who have never heard of you before. And they're so busy,
• 1:03:56
  they're scrolling on social media for like 10 minutes on lunch break. Like, how do you get them to
• 1:04:00
  focus on you? And there's like like a pattern interruption there. Like you have to disrupt like
• 1:04:04
  their feed. You have to make it like new and different and interesting. Very, very interesting.
• 1:04:09
  I mean, I love how you can do this across like almost every creator. Out of all the different,
• 1:04:16
  we spoke in a different like a few different core pieces of what makes something viral.
• 1:04:22
  We spoke with the hook. We spoke about like just sort of taking the niche to the ocean.
• 1:04:27
  Is there any other ideas that you think would be important for people to take away?
• 1:04:31
  I would emphasize a lot. If it's interesting in real life, it's interesting online because a lot of
• 1:04:37
  the times people are like, okay, I don't really know what I want to make my content. Well,
• 1:04:41
  if you're driving one day and you see this one place that people are lined up around the building
• 1:04:48
  and there's so much interest in it, it's probably viral because when people have that amount of
• 1:04:54
  interest in something, it's going to translate. And that's a thing that a lot of people don't really
• 1:04:58
  realize, but you need to keep that into account. People, the psychology of people, doesn't change.
• 1:05:06
  I mean, on a screen, of course, people have a shorter attention span, of course, but at the end of
• 1:05:09
  the day, if it's interesting, you can find the interest elsewhere too. I love that. How many people do
• 1:05:15
  you have that work with you? You mentioned Chloe, who's like, you know, that's like social media
• 1:05:20
  person. I have a very, I guess you could call it smaller team. People always think I need so many
• 1:05:26
  resources and yeah. Yeah. So, honestly, I guess that's another piece of advice. Another
• 1:05:31
  round is you don't necessarily need a huge team. My team consists of Chloe, which she doesn't just
• 1:05:36
  do the young social media, but like a lot of the ideation, she helps me. Actually, she helps me
• 1:05:41
  from start to finish on a lot of these things. I would go as far as to consider her like my content
• 1:05:45
  partner, because really, I mean, a lot of these ideas, you know, they came through us talking,
• 1:05:51
  and you know, she's, she's brilliant at what she does. My dad is on my team for a lot of the
• 1:05:57
  business relations, helping me with the course, a lot of these things, like my dad's very business
• 1:06:02
  savvy. And you know, and yeah, I would say like that's like my main social media team. It's very
• 1:06:09
  tiny. Like I mean, for the for the reach, and it just, it's just like another reason, like we're
• 1:06:14
  just trying to like get rid of all the excuses for people to go create, right? Like you only have
• 1:06:19
  Chloe. You're dad. Wait, let me throw in one more. My mom, my mom, my mom, I'm sorry, I'm
• 1:06:23
  not there because she was the one who was doing the YouTube lives with me. And when we had millions
• 1:06:28
  of people watching us, and she did an amazing job. Like, okay, let me just, like two second,
• 1:06:34
  two second plug, but my mom is amazing because we did these YouTube lives where like we're trying
• 1:06:39
  to get subscribers and stuff. And yeah, she would just stay on there for like eight hours at a time
• 1:06:44
  with me to make, you know, yeah, damn dude. She does deserve a shout out. That's well. These lives,
• 1:06:49
  I, I walked off with 120,000 more subscribers than I did when I started, which actually,
• 1:06:55
  that's a whole other topic too, because YouTube live is completely untapped, especially vertical
• 1:07:00
  lives. And I've been able to get hundreds of thousands of subscribers within one small time period.
• 1:07:06
  What are you talking about on these lives? Doing blindfold challenges with my sister. Okay,
• 1:07:11
  so literally we would just put on blindfold, do a bunch of random things. I had the subscriber count
• 1:07:15
  in the back though. Like just kind of like, okay, so we're like, okay, everybody subscribe on three,
• 1:07:20
  one, two, three. And then we crack an egg on our head or something like, something ridiculous
• 1:07:24
  like that. But it's, it's, it's definitely a different market because yeah, videos are cool,
• 1:07:29
  but something about being live, it's just, it's so much more authentic. Like you're literally
• 1:07:33
  sitting down with me and my sister doing some crazy challenges. You're telling us what to do.
• 1:07:38
  Like we did, um, we did the rock paper scissor challenge, which, um, where you like do it,
• 1:07:43
  and then you have to eat the food while the other person is running around the house or doing,
• 1:07:46
  I actually got a pogo stick. And the other person was doing 10 pogo sticks, but the other person,
• 1:07:51
  eight, my mom got so mad at us. Oh, but whatever. But no, those were, those were really,
• 1:07:56
  really successful lives that we did. So I mean, like it's, it's a bit of everything.
• 1:08:00
  It's like understanding the right platform, right algorithm. What features is that platform
• 1:08:04
  pushing because obviously what does that mean? That means that YouTube wants people to be doing
• 1:08:10
  vertical life. 100%. Like, and I remember I was talking to people at YouTube and I was showing
• 1:08:15
  them my numbers and they're like, Angela, this is amazing. Like we haven't seen numbers like this
• 1:08:19
  on YouTube live. And they told me they're like, when we come up with things, we love when you do
• 1:08:24
  this, when you do this because we're making it for you. But when you're one of the first people
• 1:08:29
  to hop on it, like we want to show you that every single, every single podcast is streamed on YouTube
• 1:08:34
  live. Yeah, right. I mean, but it's really, it's really cool. And within that three month period,
• 1:08:41
  I believe I was about two million subscribers. Just like, I was going live a lot. But within
• 1:08:46
  three months, I got two million subscribers. It was honestly like, you have wild growth.
• 1:08:50
  These are not normal numbers. I know. I know. I know. I know people that grind it out on YouTube
• 1:08:54
  for years and they don't have numbers like this. It's really crazy. I think it's a mixture of,
• 1:08:59
  I think you have a great person now that you bring energy to it. It's like, it's like,
• 1:09:03
  you great content that's fun to watch. But also, you're like tapping into like what the platform
• 1:09:08
  wants to push 100% and then also the topics you discuss, they're not so niche. They're like,
• 1:09:14
  you bring the niche to the ocean. I think it's very, it's like, when you hear good advice,
• 1:09:20
  it's so simple, but like people also don't do it. Like when you're saying that, it's like, yeah,
• 1:09:25
  okay, that makes a lot of sense. Like bringing things that are relevant to more people and like
• 1:09:29
  tap into the features that a platform wants to do. It's like, it's not super complicated,
• 1:09:35
  but again, a lot of people don't do it. And I think it's because I get so stuck in their ways.
• 1:09:40
  Even people that have been creating content for a long time, they get so stuck in their ways,
• 1:09:42
  and they don't want to like change and they're just not as the way we've always done it,
• 1:09:46
  which is like the death of any business, right? The saying the way it's always been done is like
• 1:09:49
  the worst thing you can say in a business or in content or in entrepreneurship.
• 1:09:53
  You have to innovate and pioneer. I always have to innovate. And that's why I think you're
• 1:09:57
  successful because you keep trying new things. Like you started on TikTok and then you've tried
• 1:10:02
  every single platform under the sun. You probably, I mean, you probably experiment nonstop by
• 1:10:06
  assuming, yeah, that's why you're successful. I want to share something really interesting.
• 1:10:12
  And this is something I'm going to talk about more on my course a lot, but you know, you have,
• 1:10:18
  you get views on videos, right? And someone who's getting 10 million views on a video might be getting
• 1:10:23
  a different amount of following than they get on somebody else who gets the same amount of views.
• 1:10:28
  This is a really interesting case study. The video that got 100 million views, right?
• 1:10:34
  I'm going to show you how many subscribers it got me. Let me find it right over here.
• 1:10:40
  I didn't anticipate talking about this, but this is really interesting. So this is my most viral
• 1:10:44
  video ever. 110 on YouTube. How is it? Most viral video on YouTube. And it got me 300,000
• 1:10:50
  subscribers, right? Yeah. So that's pretty cool. But let me show you something else. So
• 1:10:57
  this video is a video that got 10 times less views. Yeah. More than 10 times less views.
• 1:11:02
  It has 10.7 million views. 500,000. So do you know why? I know exactly why. See, the thing about when
• 1:11:11
  you're doing your videos is, yeah, it's like you can get a very big reach, but you're called to action
• 1:11:16
  of what you want them to do with your video is so important. The one video, you know,
• 1:11:21
  was a funny video with my sisters, very relatable, very viral, very cool. But there wasn't really
• 1:11:26
  a prompt for people to subscribe. Yeah. But the other video that went viral, but not as viral,
• 1:11:30
  but got more subscribers was with my little sister coming into the store and she had, she was
• 1:11:36
  like hiding something. I didn't know what it was. I'm like, Mariah, what is this? And she's like,
• 1:11:40
  nothing, none of your business. And she just walks away. And then I find her again on the couch
• 1:11:46
  and she's wearing a blanket. And I'm like, Mariah, it's like 90 degrees outside. Why are you wearing
• 1:11:50
  a blanket? And she's like, uh, nothing, it doesn't matter. And then all of a sudden, like, you know,
• 1:11:54
  I lift up the blanket and what's under it? A cute little puppy. And she's begging me to keep it.
• 1:11:59
  She's like, Angela, please, please, can we keep it? Can we keep it? I'm like, no, Mariah, we can't.
• 1:12:03
  Mom and dad aren't going to let us, we can't. And she's like, please, if everyone subscribes, can we
• 1:12:07
  keep them? I'm like, okay, fine. If everyone subscribes, we'll keep them. That literally got me
• 1:12:12
  500,000 subscribers within that 30 second video, 30 seconds that got me 500,000. And that's why,
• 1:12:19
  yes, you can get a lot of views and it's good to make viral content always. But there's times where
• 1:12:24
  you can really focus on acquiring subscribers. And you have to look at it as a science, a psychology
• 1:12:31
  even because I have, I have several other videos that did this. I have a video that got less than
• 1:12:35
  10 million views and over 300,000 subscribers, which is crazy because people think views and
• 1:12:40
  subscribers are proportionally aligned, but it's not. It all comes down to what you're saying,
• 1:12:46
  what you're telling the audience to do, you know, I mean, all it takes is them clicking one button,
• 1:12:50
  but I have to get their thumb to tap it, you know, how can I do that? But it's just asking.
• 1:12:55
  It's just asking. I think that's half of it. And you know what, that, that, that advice,
• 1:13:00
  I think that I used to hear that advice a lot, like, you know, like at the end of your video,
• 1:13:06
  like say, like, oh, if you like this, like, please like and subscribe. But first of all,
• 1:13:12
  unless your retention is amazing on the video, not 100% of the people are actually going to be
• 1:13:16
  staying till the end. So the opportunity with shorts, as you probably have close to like 100%
• 1:13:21
  retention on the 30 second video versus like a 10 minute or over 100% too. Oh, that's true.
• 1:13:27
  Yeah, that's true. Versus like a podcast where it's like three hours, you're not getting
• 1:13:31
  over 110% right? Yeah, of course, yeah. So that's the opportunity, though. So if you have that
• 1:13:36
  CTA in like a 30 second video, I mean, that's huge. Yeah, 100%. And it's like, it does come down
• 1:13:43
  to how engaging you can make it, you know, because if I have a boring 30 second video, no one's
• 1:13:47
  going to make it to the end, right? Which I know a lot of people take for granted, but it's,
• 1:13:51
  it's really hard to keep someone sitting for 30 seconds because their mind is so used to
• 1:13:56
  watching things that are like 10 seconds that entertain them, give them instant dopamine. So
• 1:14:00
  it's like, yeah, you could say, oh, that 30 seconds that that must not have been hard, but no,
• 1:14:04
  it's like, it's almost even it's I'm not going to call it harder, but like, it's really difficult.
• 1:14:08
  It's like you have to constantly be feeding their mind something like, you know, give them
• 1:14:14
  peak their curiosity, give them something to keep watching for like, it's it's a lot. It is a lot.
• 1:14:19
  And even like when I think about like retention on a podcast, it's a totally different listener as
• 1:14:23
  well, but I think that I think with podcasts, it's people aren't people listen to podcasts like
• 1:14:30
  as they're doing something like as they're in the gym or they're going for a walk or doing dishes
• 1:14:33
  like it's almost like like in the back of their head playing, whereas the people that are looking
• 1:14:37
  at the short stuff, they're like actively engaging watching very intentional. They're very intentional.
• 1:14:41
  They're like, when people listen to my show, it's not because like they're not at work,
• 1:14:46
  but for you, they're like, I have like 10 minutes on my lunch break and I want to consume the
• 1:14:51
  funniest, best, most entertaining content possible while I have 10 minutes. That's it. And then
• 1:14:56
  that's where you that's where you like tap into that. Like I think that that's where I think
• 1:15:00
  that that's where there's a huge opportunity. People should be finding ways to create the short,
• 1:15:04
  little viral pieces. I mean, you can talk about like, YouTubers that do 10 minute, 20 minute clips
• 1:15:08
  as well. And they do well. But I think the opportunity for most people is that they nail these
• 1:15:13
  super short with a CTA go subscribe. That's true. I mean, yeah, it's very important. I showed you
• 1:15:19
  an example with 100 million views, but like if we just look at like a random video that I've gotten
• 1:15:25
  10 million views on, I think that's I think that's even more insightful. I know a lot of your stuff
• 1:15:29
  is short, but do you do like longer stuff as well? I do do longer stuff. I'm going to get more into
• 1:15:36
  it, but right now I've just been really focused on the business with the course. Like really I want
• 1:15:40
  to I like to do things to the best of my ability before I open more doors, you know? A lot of people
• 1:15:46
  like to do a little bit of everything. Some people works, but really like I just want to nail something
• 1:15:50
  perfectly. Then do it. So here's another video I posted. Okay, like a few weeks ago, it got 10.9
• 1:15:56
  million views. The same amount of views is the other one, but only 10,000 subscribers. So the other
• 1:16:01
  one literally got 50 times more. Like, you know, to that video, there was no call to action to
• 1:16:07
  subscribe. Not as one as strong as the other one. Not nearly as well. What was this one about? This
• 1:16:12
  one I was with my friend Dan and we went to Gordon Ramsay to see if they treat me better if I was
• 1:16:16
  dressed casual and he was dressed, you know, in a suit. So yeah, but that's why it's important. Like,
• 1:16:21
  I have these two videos that both have 10 million views, but one of them got me 500,000 subscribers
• 1:16:26
  and the other one got me 10,000. Like really we can break down the differences and see. Like that
• 1:16:31
  the video with the puppy. I mean, everyone wants me to keep the puppy. It's so cute. There's like
• 1:16:36
  you've knocked into like their emotion. Exactly. Exactly. Cute puppy. I wanted to keep it. So cute.
• 1:16:41
  Oh my gosh, keep it. That's like five psychology right there. If people want to like take your
• 1:16:48
  course, like who's it for? What are they going to learn? What are they going to take away from it?
• 1:16:53
  This course is for people who envision themselves doing social media, but they don't know exactly
• 1:16:59
  what angle to hit it from. Also, this course is for people who have been posting on social media for
• 1:17:05
  so long, but they're not seeing the results that they want. And as funny as it sounds, a lot of it
• 1:17:10
  really comes down to mentality. And this isn't a mentality course. And I'm going to be teaching the
• 1:17:14
  actual blueprint, but I will be sprinkling in the right mindset that you need to have to be viral.
• 1:17:19
  I've had an account with almost a million followers before, but why was I not able to grow it to
• 1:17:23
  the multitude that I am now? Because now everything in my head is right. I figured out how to master that.
• 1:17:28
  And also I've learned several things, you know, and experimentation. I got past myself, you know,
• 1:17:33
  I spent so much time being worried, but once you just kind of get past that, you can achieve great
• 1:17:38
  things. So this course is for people who haven't started social media, but want to figure it out.
• 1:17:42
  And also people who are doing social media to their fullest extent, but just cannot figure it out.
• 1:17:48
  Like I want to be the reason you figure it out. I think that's a lot of people. People know
• 1:17:53
  that social media is important, but like I mean 99% of people just have no idea what they're doing.
• 1:17:59
  It's tough. It's very tough. Like I mean, like again, like to have like a formula, it's
• 1:18:03
  like game changing. I mean, even if you look at like
• 1:18:07
  your nuts and their success, I mean, we didn't even talk about the first time.
• 1:18:13
  So when when people think of social media, sometimes they think, well, how is this actually useful
• 1:18:18
  for my business? Is this just not like a waste of time? And I mean, outside of the fact that now
• 1:18:25
  you've franchised out, you increased sales, increased revenue, like even the first time
• 1:18:30
  that you actually asked your followers to come to a physical location. That was in Idaho.
• 1:18:35
  No, yeah. Yeah. And like you just like summoned followers and you had like lines wrapping
• 1:18:40
  around the building. I mean, like most restaurant owners with like dream of this, right? So there's
• 1:18:45
  real benefit. But I think that for a lot of people, the issue is I don't have the education or
• 1:18:52
  the expertise or and it's going to be so much time and energy and investment. And I don't know
• 1:18:58
  when I'm going to start to see a return on it. That's what I think most people think. Most business
• 1:19:03
  owners think that the thing is, I mean, you just you kind of have to realize that, you know,
• 1:19:09
  the fruits of social media are amazing. And the world is moving towards the place where you need
• 1:19:14
  to be on social media. A lot of people think of it as an afterthought. And it's also very funny how
• 1:19:20
  they always say in corporations, the first thing that goes is marketing, which is crazy because
• 1:19:24
  that shows you where people's priorities lie with this. But once you realize that marketing is
• 1:19:31
  just as important of the operations as your business, then you're really going to see success.
• 1:19:35
  Because yes, it's good to have operations. It's great. It's great to have something pretty,
• 1:19:39
  but something pretty that you can't see is not going to benefit anybody, right? So, you know,
• 1:19:45
  there was a point in our business where we, we, you know, our sales were like kind of going
• 1:19:50
  down a little bit. And we were like, we don't know what to do. You know, most businesses would have
• 1:19:54
  immediately cut the marketing budget. But no, that's where we said, let's ramp it up. Let's go.
• 1:19:58
  That's where we created the new product. The ones that I did with the ads posted on all the local
• 1:20:02
  pages repeatedly did it. Like probably eight parts. The sales were record highs that we've never
• 1:20:07
  seen before. Like we had the best years in several of our shops. So it's like, it's like, it's really
• 1:20:12
  for those people who think that they don't have enough time for social media or they'll figure it
• 1:20:16
  out later. There's no better time than right now. And if they need a sign, then it's right here.
• 1:20:20
  Like you're the sign. You're the sign. I think there's two, there's two views, right? One person
• 1:20:25
  thinks one, one view is I'll figure it out later. And then the other view is I'm already too late.
• 1:20:31
  You're always going to feel like there's not room for you, but there is. They might take a
• 1:20:35
  little bit of innovation. But honestly, you can find, when you can, when you learn to find
• 1:20:40
  morality and just day to day things, you can find it within your own life too. And there is room
• 1:20:44
  for you out the two. What do you think traditional marketing agencies get wrong about social media?
• 1:20:50
  Because it's so I've hired agencies. I know a lot of friends that, you know, they've run huge
• 1:20:57
  businesses. They hire agencies. And it just seems like they always miss the mark. They repeatedly
• 1:21:02
  miss the mark. And it's so hard to find good people agency or internal to run social for a brand.
• 1:21:10
  Because I find that the best people build their own brands and their own content creators.
• 1:21:14
  Think about brands that actually kill it on social. Like dual-lingual kills it.
• 1:21:19
  Wendy's is funny as hell on Twitter. Like stuff like that. Like there's not very many though.
• 1:21:24
  There's like a Ryanair, which is like the German like plain. They're really funny too. And they
• 1:21:30
  do some funny stuff. But most brands do not. So obviously if you have like a billion dollar brand
• 1:21:35
  and you're having a hard time hiring talent or hiring an agency, it's because there's not a lot
• 1:21:41
  of good out there. There's not a lot of good talent out there. Why do you think that they?
• 1:21:45
  I would almost say the opposite. Okay. I would say first of all, 90% of the agencies,
• 1:21:51
  now I would go as far as I say 99% of the agencies are going to absolutely rip you off. Because
• 1:21:56
  the beautiful thing about a lot of business owners who spend all of their time working in their shop,
• 1:22:00
  perfecting that one thing they're working on is ain't nothing about social media. So it is so
• 1:22:06
  easy for a marketing agency to come to you and just say, hey, we're going to be doing this,
• 1:22:11
  this store a bunch of numbers that you don't understand a bunch of terms you've never heard in your
• 1:22:14
  life and pay me $30,000 a month. Like this happens to business owners and they're taking advantage
• 1:22:20
  of them so much. So I wouldn't go as far as to say as that there's not talent available. But it's
• 1:22:25
  more there's a lack of education and what you actually need. And quick tip, I would give to a lot of
• 1:22:30
  business owners, when you have an agency telling you about how many impressions they're going to be
• 1:22:34
  getting your brand, that's an immediate red flag because I'm sorry, but impressions doesn't equal
• 1:22:38
  anything. And they're going to throw the biggest number possible. But impressions really isn't going
• 1:22:42
  to be people watching it. And now I'm going to get into explain that though. Yes, impressions on
• 1:22:48
  social media is when people, you know, might let's just say you're scrolling on your explorer feed,
• 1:22:52
  but you're not you're like, you're looking at all the little squares on Instagram. You're scrolling
• 1:22:56
  down, but you're not actually watching the post that's considered an impression. Like I'm sorry,
• 1:23:00
  but no, like make this make sense. You're going to tell me, okay, wait, like I don't even know,
• 1:23:07
  like you're going to tell me that I'm going to just try and make I know exactly what you're saying.
• 1:23:13
  It's all me like that scrolling on Instagram. This is an impression like me just like seeing this,
• 1:23:17
  like that's horrible. But but but they're going to trick him is saying that that's an impression.
• 1:23:22
  Yeah, a lot of platforms are and whether it's through Instagram or other things,
• 1:23:26
  which I think that recently they're updating their metrics because I think it's like not the best
• 1:23:30
  metric, but on YouTube that that's an important metric and it can help you a lot. So don't I'm not
• 1:23:35
  saying it's not important metric, but I'm saying they'll use that metric to trick you. And the reason
• 1:23:39
  why I said that I would go as far as to say that opposite of your initial statement of not as much
• 1:23:43
  talent is because once you stop looking at people that you need to pay $30,000 a month, look,
• 1:23:49
  like if you run a food business and you mostly employ teenagers, they are literally your
• 1:23:55
  demographic of people who are constantly scrolling on social media. You take for granted how much
• 1:24:01
  help those kids could give you on on your social media. Like I mean, don't look at the agency who's
• 1:24:06
  going to charge you and nickel and dime you for every single thing, but look at the look at the
• 1:24:11
  the teenager who's watching, you know, countless hours of TikTok every day. They know everything that's
• 1:24:16
  viral and every trend. Exactly. Yeah. So yeah, that's really the main point. I would say like the
• 1:24:22
  social media seems like a dead end for a lot of people because they lack the education and they're
• 1:24:26
  willing to give so much money to figure it out, but to the wrong people. And I'm telling you like if I
• 1:24:31
  had the wrong intentions, I could start a marketing agency and get a lot of people's money. And obviously
• 1:24:35
  I would do a good job, but like I would not want to do it under the tents of me misinforming people,
• 1:24:40
  so they can give me their money. But that's such a common thing that we see. Then I cringe at it.
• 1:24:45
  It makes me feel bad because I see people like my parents who have built a business from the ground
• 1:24:50
  up. And it's like, if somebody came to do that to them, like I'm just like, shame on you, you know.
• 1:24:56
  I see it a lot. I see it a lot. Out of all that you've learned about social and building an
• 1:25:02
  audience and just like building influence, what would be one of the hardest lessons that you've
• 1:25:07
  had to learn that you was useful, but maybe you hope that no one else has to go through this.
• 1:25:14
  I would say that the best piece of advice is, and it's ironic considering the field that's in,
• 1:25:21
  but to not compare yourself so much to other people because everybody's journey is different.
• 1:25:26
  And also when you're doing social media, you're only being shown the 1% of people. And there's
• 1:25:31
  a healthy comparison where you can look and say, this is where this person is. How did he get here?
• 1:25:36
  I want to figure that out. Sure. But once you start doing it to the point where you're looking at
• 1:25:40
  everybody around you and you're looking for deficiencies in yourself when you reflect,
• 1:25:44
  that's really when it gets unhealthy. And sometimes you really just need to like focus on what
• 1:25:48
  you're doing. I remember VidCon, we went and there was a bunch of creators, but you know, I saw
• 1:25:56
  some of them getting really thrown off when they're watching their friends get recognized and
• 1:26:00
  they're not getting recognized. And there was one specific person there who saw this happening
• 1:26:05
  and after VidCon, their content has never been the same because they were that because you get
• 1:26:11
  so focused on when everybody else has this person getting recognized, this person has a Lambo,
• 1:26:15
  this person has this, and you stop what you're doing, but you realize that like everybody's path
• 1:26:20
  is different. So if you're going to be comparing yourself to here, you're going to be going so far
• 1:26:23
  off your path, you're not getting anywhere with that, right? So don't be so hard on yourself with
• 1:26:31
  the comparisons, I would say. I mean, it's beautiful advice and not just in social, just in like,
• 1:26:35
  in life. Right. What would be one belief about social media that you used to have that's changed?
• 1:26:42
  That everything needs to be perfect. I am the absolute biggest perfectionist on planet Earth.
• 1:26:48
  And I say that as the fact that it's a blessing and a curse because it's helped me get to where I am
• 1:26:54
  in the sense that I'm able to really, you know, hone in on my craft and make it to the best as I can,
• 1:26:59
  but also that has almost hurt me a lot of ways. Like I said, I almost didn't post one of my most
• 1:27:05
  viral series because of my perfectionism. And you really just have to look at social media is just
• 1:27:10
  some, it's just like a playground for you to like really experiment and see what's good. And I
• 1:27:15
  would say if you're a perfectionist like me, like, don't think that social media is, is this place
• 1:27:21
  where you need to be perfect. If anything, it's almost better if you're not because perfection
• 1:27:25
  isn't relatable. Like I can't relate to somebody who's perfect. And most people can't because
• 1:27:30
  no one is, you know, it's not relatable. But that so I also know that there's been times where you do
• 1:27:36
  like 200 edits on like a single clip. Yeah. So how do you balance that, which is wild also wild.
• 1:27:43
  Right. So how do you balance perfectionism versus 200 edits? Like are some things you ship them
• 1:27:48
  right away and you post them right away, some things you do 200 edits on. Like walk me through how
• 1:27:54
  you think about perfectionism versus just posting. I was too good questions to have back to back
• 1:27:59
  because yes, it's a duality because of course, you know, there's a mindset of don't be a perfectionist.
• 1:28:06
  And I say this a lot to the people, to the majority of people who haven't made it to where I have
• 1:28:11
  made it right because the perfectionism now is more justified in the sense that I know exactly
• 1:28:16
  what works for me because I have tested a billion things and figured it out. So I know because I'm
• 1:28:22
  comparing it to things that I've done in the past. So I want it to be perfect, right. But in the
• 1:28:27
  beginning, if I was a perfectionist, my first video wouldn't have been posted. My second video wouldn't
• 1:28:31
  have been posted. So it's okay to be a perfectionist, but after you've done so much experimenting that
• 1:28:36
  you know what your standard of perfection is because my my standard of perfection is not a video that
• 1:28:43
  I think is perfect. But no, it's a video that I got 100 million views. That's my standard of
• 1:28:48
  perfection. You know what I mean? But if I never experimented with that one post that I thought
• 1:28:52
  might not go viral, then I wouldn't have had that standard. So work your way up to knowing what
• 1:28:59
  your perfect is if that makes sense. It does. What would be the biggest misconception about your
• 1:29:06
  success story? I think I've posted so many things and so many videos of me having a good time
• 1:29:12
  keeping a smile on my face because I think it's really important to put positivity forward and
• 1:29:16
  bring that into the world. But I also think I may have not shared how much it took to get to where
• 1:29:24
  we are. I mean, I even think about COVID sometimes where, you know, like we didn't have employees,
• 1:29:31
  we didn't have anything and we were a family. I was doing school. Yes, online, but I mean,
• 1:29:35
  I was still working very hard and stuff and the amount of work my family had to put to making this
• 1:29:40
  business work. Like it really almost broke my family. Like my mom had to, you know, keep the
• 1:29:46
  store open. Well, my dad was, you know, finding people to invest in our company. After school,
• 1:29:52
  I had to work the shop for the rest of the day. I mean, I didn't have to, but in my heart,
• 1:29:56
  that's what I wanted to do. And it came to the point where we almost closed. And you know,
• 1:30:02
  most of the businesses that closed in COVID, a lot of them at least didn't open back up.
• 1:30:06
  So there was a lot of heartache. And I mean, of course, like this is, it's hard work and
• 1:30:12
  there still is, but I think that's definitely the biggest thing. And it seems like I guess maybe
• 1:30:17
  I want to start focusing more on what it took to get to where I am because there were several times
• 1:30:23
  where we could have given up. But luckily we didn't because shortly after COVID, we got
• 1:30:28
  franchised by a shark from Shark Tank. But I mean, imagine, imagine all that work and we just
• 1:30:32
  stopped right there. You know, like, where would we be now? And people think that if you don't,
• 1:30:38
  if you're not making it right away, then you're doing something wrong. But if anything, I'll say
• 1:30:41
  you're doing something right. If the fact that yesterday didn't go so well, but you're still
• 1:30:46
  waking up the next day to make it happen. So, yeah, that's long story short, that's probably it.
• 1:30:53
  I think that's the thing. It's not. It's not. We've done, like, I mean, my family and I mean,
• 1:30:58
  me myself, I don't always give myself, like, that much credit, but like, really in this conversation,
• 1:31:02
  like, I mean, I did go a long way too. So I think you, I mean, I know you did. It's not a question,
• 1:31:07
  but I think it's also like, it's tough sometimes, especially like, listen, like, it's your whole
• 1:31:14
  family involved. It's not just like your business and your success. Like, I think it's sometimes tough
• 1:31:20
  to like really realize, like, how far you've come yourself. I believe that with me. I don't know
• 1:31:26
  if that's true with you, but I believe that. Like, sometimes, I mean, I'm sitting in like a studio
• 1:31:31
  that I built out and I'm like, this started like, in a second bedroom, like, it was like a two-bedroom
• 1:31:36
  condo and the second bedroom I just filming on Zoom. And then you look back and it's only been like
• 1:31:41
  six years and you're like, yeah, yeah, right? But that's what's showing up does. And the first time
• 1:31:46
  you post it, you just showed me a post where you got 10 million views of 500,000 subs. So one of your
• 1:31:53
  30 second posts is bigger than my entire channel and it's bigger than a lot of people. And it's not
• 1:31:58
  like I've never, it's not like I have no audience, right? So it's like, you put in perspective. When
• 1:32:03
  you first started out, you think one post could give you 500,000 followers. No way. I'm not like that.
• 1:32:08
  And that's like, that's just a beautiful thing because you start to realize that when you're putting
• 1:32:13
  so much work in, you eventually realize that things happen in seasons, right? You're going to have
• 1:32:18
  a season where your head is down and you're working harder than you've ever worked in your entire
• 1:32:21
  life. And sometimes it feels endless, right? But then eventually, I don't know, like what the
• 1:32:26
  rhyme or reason or why it happens when it happens, but you wake up one day and you realize like, wow,
• 1:32:31
  like blessings are happening one day after another. And and you get caught up in it because you're always
• 1:32:36
  thinking when you're in that mindset of like, what's the next, what's the next big thing? What's
• 1:32:40
  the next big thing? But like sometimes you got to pause and just be like, whoa, make really the past
• 1:32:43
  three months, like, you know, like I've gone so much blessings, like so many, like beautiful things
• 1:32:47
  came out of my hard work. Like kind of like, like, this is a good season, you know?
• 1:32:51
  I love that. And I think that's actually very important. I think that most people that are like
• 1:32:55
  high performing like on this path and they're just like doing, doing, doing. I think they don't
• 1:33:00
  take a second and stop and pause and realize how good their life has become because you start
• 1:33:04
  because you move your own goalposts. And then you just keep looking at, okay, so what did you say
• 1:33:09
  now? Now your benchmarks are 100 million. Yeah, I was like, that's crazy. No, you're right.
• 1:33:17
  That's true. It's something that I think, listen, it's good to be ambitious, but it's also good
• 1:33:21
  to like just understand like how far you come. Because what's your next, what's your next level?
• 1:33:26
  Like, where do you want to go next? Are you like, you're trying to be Mr. Beast at this? Is that
• 1:33:30
  is that it? That's that's one of the goals for sure. I mean, just to be able to grow to that level
• 1:33:35
  is would would honestly be amazing because like, you know, I always say like the more the platform
• 1:33:40
  you get, the more you become of who you are. And like, I've always wanted to kind of use my
• 1:33:44
  voice for good and like to help people. And I feel like the more, the more I've been able to
• 1:33:48
  grow my platform, the more like abilities I've been able to do that. So I want to grow that.
• 1:33:53
  Of course, I always want to keep my head in business. Like, I don't, I would like,
• 1:33:56
  there will never be a day. And I just mark this now. Like, I'm going to say there will never be a
• 1:34:00
  day where I retire because not because I want to work so hard for the rest of my life. But no,
• 1:34:04
  more because like I always, I always want to be, you know, keeping in mind, I'm busy always
• 1:34:09
  contributing something good to the world and stuff like that. Did you have to sacrifice anything
• 1:34:13
  to get to where you are right now? Yeah. A lot. I mean, like, and I always have to make sure I tell
• 1:34:20
  this story, right? Because I always know that when I say this, like, people be like, why did your
• 1:34:24
  parents make you do this? But I just want to emphasize before I say this, like, everything I've
• 1:34:28
  ever done, my parents have never forced me to do anything. But like, I really, like, did it because
• 1:34:32
  I wanted to. But there's been a lot that I have sacrificed. I mean, like, I, I spent so much time,
• 1:34:39
  like building this, this business, like, to what it is. And there would be so many times my friends
• 1:34:45
  were going out, you know, doing things and, you know, these are like experiences that you remember
• 1:34:49
  for the rest of your life. But so many times I've said, no, I don't think I think I took for granted
• 1:34:55
  how many times I've had to say no to say yes to myself. And I would say I've sacrificed a lot of,
• 1:35:02
  like, maybe high school experiences, middle school experiences to get to where I am.
• 1:35:08
  I mean, I, yeah, like, I mean, I even, I would even go as far as to say I sacrificed a college
• 1:35:14
  experience because I made it, I was very intentional with the decision of not going to college because
• 1:35:20
  I know what I'm doing. And I know the path that I need to take to get to where I want to be.
• 1:35:24
  College is very fun. And I'm a very social person. But that for me was a sacrifice too, because
• 1:35:30
  I could go, go have fun, go make all these friends and this and that. But it's not really aligning with
• 1:35:36
  where I want to be in my life. Yeah, that's tough. Very, very wise. I think that a lot of people
• 1:35:41
  don't realize that so much later on in their life. But I think that everybody, you mentioned seasons
• 1:35:46
  before, everybody who's built anything meaningful, there'll be a season where they put in more work
• 1:35:53
  than most people are ever willing to put in. So that, I mean, it's very cliche. But like, so then,
• 1:35:58
  you know, you work now harder than anyone else. So like, you know, the rest, you know, your life,
• 1:36:03
  what's it? What's the saying? What's the quote? It's like, you like work, work harder than,
• 1:36:09
  what is it? You work harder than everyone else now. So like, later, you don't have to work harder.
• 1:36:15
  I know. No, no, that's not the quote. There is a real quote. But the point is the season of your life
• 1:36:23
  where you start to build, I don't think there's balance in that season. I think that for a period of
• 1:36:28
  your life, it's okay to not have balance so that you can't have balance later because I rather not
• 1:36:32
  be stressed about money and finances and career when I'm like 50. And I have kids. I don't want
• 1:36:41
  to wait till 50 to have kids. But you get the point. No, that's, that's like something my grandpa
• 1:36:45
  always said. It's like, you either pay an hour a pay later. Like, and you're like, oh, that's
• 1:36:48
  very beautiful set. Wait, wait, wait, wait, better than my stupid ass quote. No, but it's so true
• 1:36:54
  because like, I'm aware of like what I've had to give up. But I have zero regrets whatsoever.
• 1:36:59
  I mean, because like, there's comes a point in everybody's life where they decide they want to
• 1:37:03
  take themselves and their lives more seriously. And I feel like I've always had that drive. So like,
• 1:37:07
  if anything, I'm just going to continue to do that. But yeah, and I like what you said about
• 1:37:11
  balance. Or like, I remember I was watching an Alex from Ozzy video and he was explaining like,
• 1:37:15
  you know, people are so confused to think that balance is about balancing day to day balancing
• 1:37:20
  like throughout week to week. But like, no, like, balance is not like that at all. There's going to be
• 1:37:24
  a five year period where you're working the hardest you've ever worked in your life. But maybe
• 1:37:29
  later, you're going to be blessed with like a three year period where you're like going to be
• 1:37:32
  able to relax. But like, I think to really get somewhere, you need to put 100% of your energy into
• 1:37:39
  exactly where you want to go. If you're putting 50% here and 20% there and 10% there, where do you
• 1:37:44
  expect? Where do you think you're going to be? You're going to agree with that. Half-assing your entire
• 1:37:48
  half-assing everything. And then nothing gets done. I think that's even why like you were speaking
• 1:37:52
  about right now. I am not doing more long form. I did short form, built an audience, grew the
• 1:37:58
  business, put the course together. Like, you're very purposeful. But like, what you focus on
• 1:38:02
  one thing at a time. And I think that that's the way you succeed. Because I know that
• 1:38:07
  Hermosy talks about this as well. Like, entrepreneurs go through this cycle of they start something new
• 1:38:12
  and then it gets tough and they quit and they start something new and then it gets tough. Exactly.
• 1:38:15
  Or they start like five things and it's this perpetual cycle that can last for like 20 or 30 years.
• 1:38:21
  Whereas, if they just stuck to the thing that kept the main thing the main thing,
• 1:38:26
  yeah, it's going to suck at the beginning. But then you're going to learn and then it's going to be
• 1:38:29
  a compounding effect to all of your efforts that you put into it. And then over the course of 10, 15
• 1:38:33
  years, you will find a way to make that thing successful. 100% if you don't quit. And I also say don't,
• 1:38:38
  like earlier you asked what's like the best piece of advice that I could give or something that I
• 1:38:43
  learned. And I would say almost that don't compare it. Not just because of what it can do to
• 1:38:47
  your mental health, but because it's not realistic. Like, if people compare themselves to me,
• 1:38:53
  and all the success that I've been able to see, like you're only seeing like the amazing things
• 1:38:56
  that have happened, the videos that have went viral, but like you didn't see the thousand videos
• 1:39:00
  that filled. You didn't see the days me and my family were up until 6 a.m. like coming up with
• 1:39:06
  a new strategy, you know, like you didn't like there's so much that goes into it that it's almost
• 1:39:12
  like comparison isn't fair because like you don't get the full picture of anybody's life.
• 1:39:16
  Okay, so where do you want people to connect with you? Website social, they don't follow you
• 1:39:21
  already. Where do you want people to go? I mean, YouTube for sure, that's where I'm going to be
• 1:39:24
  doing all the fun stuff. But Instagram is going to be more like where I'm going to start talking
• 1:39:29
  more about like business things about the course about different, I guess specific moves like,
• 1:39:34
  you know, YouTube, I might be posting the videos, but Instagram, you really get like the insider
• 1:39:38
  information. So I would say definitely Instagram. Pick one lesson in your opinion, the most important
• 1:39:44
  lesson that you've ever learned. And for context, this is the lesson that you'd want to pass on
• 1:39:48
  to your kids because it's that important. What do you think that lesson is and why? Yeah, I guess
• 1:39:53
  I would say look like especially doing something like social media, but I mean social media life,
• 1:39:59
  whatever it is you can go by putting on a face and being whoever you want people to think that you
• 1:40:06
  are because I mean at the end of the day like we can be actors in our own personal lives and
• 1:40:10
  be whatever person we want, but I think at the end of the day you need to make sure that like
• 1:40:15
  within yourself, you're measuring up to who you really want to be that you're being a good person.
• 1:40:20
  Yeah, I can smile at people, hold the door open. Yeah, that's cool. But who am I actually, you know,
• 1:40:25
  like at the end of the day. And I think it's so important to keep that in mind. And I learned
• 1:40:30
  that through social media because you know, there was times where I was doing very well on social media,
• 1:40:35
  but in real life, I wasn't doing very well. And I just really all like a think of is like wow,
• 1:40:39
  how easy is it just to fake and just pretend and like this and that. They're really like I had to go
• 1:40:44
  within and just ask myself like what's not working? What's not clicking? And I had to really,
• 1:40:48
  you know, do that. So I could come up with the best face on social media because at the end of
• 1:40:52
  the day, like I always, to me, I always want to be someone who's putting something positive out.
• 1:40:57
  So really just like that's tough though. That's so tough when like shit's not going right in your
• 1:41:03
  life and you're trying to show up and be a content creator. Yeah, it's very difficult. Do you think
• 1:41:07
  that there's sometimes where you should bring some of your personal shit into your content?
• 1:41:12
  If in my opinion, if you think that you can do it in a way that's constructive,
• 1:41:17
  that somebody who's going through something similar can kind of almost take advice from you and
• 1:41:23
  help. And you know, there's going to be some creators who really genuinely don't know what to do
• 1:41:27
  and might even go to social media to kind of seek that type of wisdom. Maybe from someone else in
• 1:41:31
  their comment section who's went through the same thing. So it's a different situation situation.
• 1:41:36
  Me personally, I like to figure out what is happening. So I can help somebody else who might
• 1:41:42
  be going through that if I bring it to them and stuff. I don't really bring too much like,
• 1:41:46
  I guess negative feelings towards like on the social media. I'll talk about the hardships
• 1:41:50
  and the lessons after, you know, right? But usually like within, I really just like to assess it
• 1:41:56
  and figure it out. I guess, Martha, but I think that whether or not you're sort of like talking
• 1:42:00
  about it in real time or you're talking about it after, I think it's important to like bring them
• 1:42:05
  up at some point. The lessons, I think are important. I think it's difficult for people when they're
• 1:42:08
  going through it to like, say it's like a breakup or like an argument or a business issue or
• 1:42:13
  whatever. It's hard to like talk about it. But I think that sometimes that makes the best content.
• 1:42:18
  Not that not through negative, but like because someone else is going through it. That's true.
• 1:42:22
  That's true. Someone else is always going through it. Even that thing that you, I mean like you say
• 1:42:25
  you don't bring up negative, but that 100 million view posts where the people are like kind of like
• 1:42:30
  critiquing you and like being like, oh, that's cringe in public. There's a lot of creators
• 1:42:35
  out there that have apprehension about filming in public. That's true. And a lot of creators don't
• 1:42:40
  know how to do it. And what happens if somebody talks shit about me in person and the comment.
• 1:42:45
  So even putting that out there, it's like you are helping a group of people.
• 1:42:48
  I think, yeah, when you bring it like that, that makes a lot of sense. It's like, I think just like
• 1:42:54
  for me, I just like to be like, I'm very constructive. And if something is wrong, like I like to
• 1:42:58
  figure it out right away and have like a bullet point of what's going on. You know, but like
• 1:43:02
  that's me. But yeah, no, at the end of the day, like vulnerability is something that I think
• 1:43:06
  should be shown. That video did very well, but I've had other videos where I've had like not the
• 1:43:10
  best customer interactions. I posted about it. I've talked about it. So no, I do think that's,
• 1:43:15
  I do think that's important. And just more just like, I think bigger picture is just important. Like
• 1:43:20
  I guess like, you know, put, yes, put your best face forward, but also make sure that like
• 1:43:25
  you are like authentically actually doing that, even when the cameras aren't on, even when
• 1:43:29
  no one's looking like that to me is very important.