Transcript
[00:00] Subscribers don’t matter that much on
[00:02] YouTube anymore. I mean, just check your
[00:03] own analytics. You’re going to see that
[00:04] most people viewing your content are not
[00:07] even subscribed. And this is actually a
[00:08] pretty cool thing on one hand because it
[00:10] just means that your follower count is
[00:12] no longer the reason your content’s
[00:14] going to do well or continue to get
[00:15] distributed. It’s actually flipped. Good
[00:17] content is now the thing that’s going to
[00:19] build your following. So, this means
[00:21] awareness is now one, not at the
[00:23] account-by-account level, but at the
[00:25] content-by-content level on the platform
[00:27] of YouTube specifically, the
[00:29] video-by-video level.
[00:31] No one explains this better than Gary V,
[00:33] serial entrepreneur. Take a listen.
[00:34] >> And attention has moved. We now live in
[00:36] a world that is incredibly fragmented,
[00:38] and I think we all know that. In fact,
[00:41] we don’t even live in social media
[00:43] anymore. We now live in interest media.
[00:45] As many of you know that are on TikTok
[00:47] or Instagram or Facebook, 5 years ago,
[00:50] you got content from the people you
[00:51] followed, even if you didn’t give a what
[00:53] your cousin was doing today. Today, when
[00:55] you opened up your TikTok or Instagram
[00:57] or Facebook, you’re getting content of
[00:59] things you’re currently interested in.
[01:01] >> So, we’re actually seeing so many of our
[01:03] students experience the benefits of the
[01:06] interest media era where effectively
[01:08] every video is a blank slate. You’re
[01:10] actually one video away, is how we’d
[01:13] phrase it, from changing your life,
[01:15] which might sound like, “Wow, okay.
[01:17] That’s It’s pretty It’s a pretty big
[01:18] take, man.” But, it’s really true. Like,
[01:21] we’re actually seeing like one video,
[01:23] one video can be the very thing that
[01:25] changes anything, the views that you’re
[01:27] after, the subscribers that you think
[01:29] you might want to get, the impact you’re
[01:31] trying to create, the awareness of you
[01:33] and of your products and of your
[01:34] services. Shoot, I mean, you can be one
[01:36] video away from more leads and more
[01:38] sales. And it makes me think of Sherry,
[01:40] actually, one of our newer students who,
[01:41] at 77 years old, had zero following. Uh
[01:45] she posted her very first video,
[01:47] 37,000 views, over 500 comments, and
[01:50] this video single-handedly monetized her
[01:53] channel. And she did this with no
[01:54] equipment. She had no social media, no
[01:56] experience. And this is the whole point.
[01:59] She is a great example of the new era
[02:01] that we’re in. And to be honest, I don’t
[02:04] think she anticipated her
[02:05] >> [laughter]
[02:06] >> first video doing something like this.
[02:08] But it’s proof that that it worked
[02:09] because she didn’t need a following. She
[02:11] didn’t even have subscribers. Nobody
[02:13] even knew who she was online.
[02:15] But she dropped a video, a video that
[02:18] clearly stirred up a lot of interest.
[02:21] She made content that connected. She
[02:23] effectively, what should do? She made a
[02:24] video.
[02:26] And the platform helped find the right
[02:29] people for it. So, how does this affect
[02:31] you? Like, how do you navigate this new
[02:33] era? Here’s a couple things. There’s two
[02:35] things that I want to share with you to
[02:36] start that you can start equipping your
[02:38] content with. And the first one is going
[02:40] to be the 50/50 rule of YouTube
[02:43] long-form content. This is mission
[02:45] critical to understand. 50/50. I mean,
[02:48] packaging for your video is 50%, and
[02:51] then the content of your video is 50%.
[02:54] You have to get people to click, which
[02:56] is what your title and your thumbnail
[02:58] are doing. And then you got to get
[02:58] people to stay, which is what your
[03:00] content is doing from the second someone
[03:02] clicks in.
[03:03] Here’s what’s interesting about this.
[03:05] I’m calling it 50/50, which could sound
[03:06] surprising to you if you’ve been around
[03:08] for a second, and you’ve probably heard
[03:10] well packaging is almost more important.
[03:12] Your title, your thumbnail, it’s like
[03:13] everything. And that’s the first battle
[03:15] actually you have to win. So, you could
[03:16] argue it’s more important because
[03:18] without the click, who watches, right?
[03:19] No one just jumps in halfway through
[03:21] your video. You have to be chosen for
[03:23] someone to get into your content. But in
[03:25] the interest media era, it’s the content
[03:28] that gets people to stay. And this is
[03:30] where you rack up minutes. This is where
[03:32] you get time on platform, which of
[03:35] course YouTube loves. It’s like if
[03:36] someone clicks in, but then leaves, did
[03:39] it really move the needle? Did it really
[03:40] matter that much? And so it’s 50/50.
[03:42] Like the content has to stand out. When
[03:44] it comes to packaging, here’s a couple
[03:46] things to think through. And I wanted to
[03:47] share a case study really quick of
[03:49] someone named Kat and Cho, this uh
[03:51] kettlebell couple. It’s kind of a fun
[03:53] sentence to say, kettlebell couple. They
[03:55] have a fitness channel and you know, if
[03:57] you’re watching on the screen right
[03:58] here, you can see I’ve got a video two
[04:01] videos up here. One of them is at 629
[04:03] views and the other video is at 8,000
[04:05] views. These were posted back-to-back.
[04:08] Here’s at least what we did for this
[04:09] video. The first thing is going to be
[04:11] adjusting how you’re researching. When
[04:13] it comes to packaging and you’re
[04:14] thinking about your what you’re actually
[04:16] putting on your title and putting on
[04:17] your thumbnail, it’s time to stop living
[04:19] in your head.
[04:20] It’s time to start actually looking at
[04:21] what the market says works, which is
[04:23] what is actually working on YouTube.
[04:26] And that means, okay, I’m going to start
[04:28] researching a little bit differently.
[04:29] I’m going to research strategically. I’m
[04:30] going to just look at over-performers.
[04:32] I’m going to look at actually what
[04:34] resonates. So, we do outlier video
[04:36] research. This is something that you can
[04:38] start doing if you install a tool like
[04:40] VidIQ. And if you’re interested
[04:42] actually, you can spend 30,000 sale,
[11:20] like a private client, from a live
[11:22] stream that she did. And the live stream
[11:23] had less than 1,000 views, by the way,
[11:25] at that time.
[11:26] I mean, I could just keep going. I think
[11:28] about like education niches. Okay, I
[11:29] think about someone like Jake Berman,
[11:31] who’s got a golfing channel and he’s
[11:33] helping senior golfers move better,
[11:35] um, play better, gain distance, all the
[11:37] good things. And I remember one video of
[11:39] his which was actually a one video away
[11:41] for him.
[11:42] Um, one video got him over a thousand
[11:45] leads in 10 days from just the one
[11:48] video. And so,
[11:50] okay, cool. You’re like, “Yep, Nathan,
[11:51] I’m all in. How do I get those?
[11:53] >> [laughter]
[11:53] >> How do I get satisfied views?” Okay, you
[11:55] actually have to make you have to make
[11:57] videos that people are actually
[11:59] interested in.
[12:01] And there’s a couple ways you can
[12:01] measure this which I’ll share in a
[12:02] second, but the big idea is how do you
[12:04] get satisfied views? It actually doesn’t
[12:05] start with the algorithm. I’ll give you
[12:07] those measurements.
[12:09] But it actually starts with your
[12:10] audience.
[12:11] This is the missed opportunity. Some of
[12:13] us are spending a lot more time trying
[12:15] to hack the algorithm than we are
[12:16] hacking our audience which is like
[12:19] again, sorry for like the violent
[12:20] language today. I don’t know what’s
[12:21] going on. I’m just a little passionate
[12:22] about this stuff cuz I think there’s
[12:23] such an opportunity. But like hack your
[12:26] audience. Start with them.
[12:28] Like how deeply and well do you really
[12:31] know the person that you’re trying to go
[12:32] after so much so that you can make a
[12:34] video that would be curated just for
[12:36] that person because the algorithm’s,
[12:38] whatever you think of it, has is more
[12:40] sophisticated and dialed in than ever.
[12:42] Especially on the YouTube platform,
[12:44] there’s not just one algorithm. There’s
[12:46] like thousands. There’s like 80 billion
[12:48] pieces of information that YouTube says
[12:51] they’re like scrubbing and collecting
[12:53] and monitoring that are called viewer
[12:55] signals. And so the more clear you get
[12:57] on your audience, the easier you make it
[12:59] for the algorithm to know who to serve
[13:01] it to. Now, I can just say that right
[13:03] here on a podcast episode and I
[13:04] understand it’s a lot harder to live out
[13:06] and you might think, “Well, Nathan, I am
[13:07] doing that.” But this is why, okay, we
[13:09] go back to the 50/50 rule because you
[13:11] can understand your audience.
[13:13] And then there’s the do you understand
[13:14] your audience from a content creation
[13:16] perspective of knowing what to title and
[13:17] thumbnail for them.
[13:19] What how to open your content? What’s
[13:21] the hook that’s going to work for them?
[13:23] It’s almost like forget about the
[13:24] algorithm again. Okay, they got first 30
[13:26] seconds and I got blah blah blah. Yeah,
[13:27] all that’s there and it’s true, but
[13:29] pursue your audience and the algorithm
[13:32] will follow.
[13:33] That’s part of the benefit of this new
[13:35] era is follow is interest media. What
[13:39] who are your people? And then honestly,
[13:40] who are you?
[13:42] >> [laughter]
[13:43] >> How how well do you know yourself so
[13:45] that you can lean into your polarizing
[13:46] points of view so that you stick out so
[13:48] that you do actually repel the wrong
[13:50] people and you would attract the right
[13:52] people. When it comes to the platform
[13:54] side though, algorithm. Okay, what are
[13:56] some measurements that I can use? How do
[13:58] I know that I’m getting satisfied views?
[14:00] Um there’s a couple couple ones you
[14:01] probably heard before. So it’s like,
[14:03] okay, yeah, let’s look at click-through
[14:04] rate. Let’s look at average view
[14:05] duration, especially average view
[14:06] duration I feel like is a really good
[14:08] satisfaction metric or average
[14:10] percentage viewed.
[14:11] It’s like, oh yeah, like on average how
[14:13] long do people hang with me via minutes
[14:14] or via percentages?
[14:16] Um and then I think it’s also that you
[14:18] know, you can look at likes, you can
[14:19] look at how people engage in the
[14:21] platform, but lately I’m convinced that
[14:23] one of the best places to look
[14:25] is where you can actually read what your
[14:27] audience says.
[14:29] And I’m thinking the comments section
[14:31] and even the posts tab. Shout out to the
[14:35] posts tab. Do you have a post tab
[14:37] strategy? Used to be called the
[14:39] community tab. Man, it’s a cool place.
[14:41] You can ask your audience directly. You
[14:44] can do polls. You can have them drop
[14:46] comments. Anywhere where you can get
[14:48] your your viewers actual language in
[14:51] response to something means everything
[14:54] right now in an interest media age. And
[14:56] so when I go back to Sherry, um who’s
[14:59] had that posted that first video and it
[15:00] kind of just went crazy at 77 years old.
[15:02] When you look at her comment section
[15:04] under that video and it’s actually
[15:05] ridiculous in in the best way. Like
[15:06] there’s people that are rallying around
[15:09] what resonated. It’s just the comment
[15:11] section to me proves that that 50% of
[15:15] the video, the content portion of the
[15:17] video did its job. And its job is to
[15:21] connect. Its job is to inform. Its job
[15:23] is to educate. Its job is to entertain.
[15:25] Whatever your niche is,
[15:27] the comment section is proof of that
[15:29] like what you’re doing and what you’re
[15:30] creating is actually striking a chord.
[15:32] The topic of the video is about actually
[15:34] losing her dog at her age. Um which is
[15:36] such like such an emotional like story
[15:39] to share. I mean, she was just totally
[15:40] being herself. But it doesn’t take long
[15:43] into that video and Sherry’s actually
[15:44] starting to share
[15:46] like really meaningful deep stuff about
[15:47] like where she actually is and in her in
[15:50] her thought process. She’s like, “Man,
[15:51] I’m not done yet. I still have more to
[15:52] contribute. There’s still more left for
[15:54] me to do and I’m finding a new purpose.”
[15:57] >> And for a moment, I wondered if I just
[15:59] lost my last great chapter.
[16:02] But I was wrong about that because what
[16:04] I discovered changed the way I see
[16:06] aging,
[16:07] purpose, and what we’re still capable of
[16:10] at our age.
[16:11] >> And people were rallying around that in
[16:13] the comments. People saying, “I’m not
[16:14] done yet. I’m 75 and I’m widowed. My dog
[16:17] and cat have passed away.” I’m reading a
[16:18] couple of these right now. “I’m and I’m
[16:20] going to foster. I need help I need help
[16:22] to find a lonely dog or cat which will
[16:25] in turn help me.” 194
[16:28] thumbs up on that comment. Another one,
[16:30] “Very inspiring video and I’m 57. As
[16:33] long as we have a pulse, God has a plan.
[16:35] Very authentic.” That comment has 99
[16:38] thumbs up. The comment section can be
[16:40] proof of satisfied viewership. Okay, so
[16:43] we tracking new era. It’s about interest
[16:45] media.
[16:47] How do we navigate that? 50/50 rule for
[16:49] our content. Optimizing for satisfied
[16:52] views. Thinking about what our video’s
[16:53] ultimately going to lead to. And I got
[16:55] to tell you, if you practice these
[16:57] things,
[16:59] it’s just a matter of time. If you just
[17:00] don’t quit. If you just practice these
[17:02] things, you get better. You get more
[17:04] clear on who you’re trying to reach.
[17:05] It’s just a matter of time before you
[17:07] have a video that over performs. Before
[17:08] you have multiple videos that over
[17:09] perform. And when it does,
[17:12] you need to be prepared for it. This is
[17:14] something a lot of people don’t talk
[17:15] about and honestly, one of the hardest
[17:16] people to coach for me personally,
[17:20] is someone that’s jumping into coaching
[17:22] on the other side of over-performance
[17:24] they weren’t prepared for.
[17:25] >> [laughter]
[17:26] >> Because, man, that first onboarding
[17:27] call, man, and tell me if you can
[17:28] relate, like something goes like pops
[17:30] off for you. Even if that means you’re
[17:31] getting 100 views and then you suddenly
[17:33] get like 600. You’re like, “What What
[17:35] just happened here?” You know?
[17:37] And unless it was done intentionally,
[17:39] unless you like knew what you were doing
[17:41] there, which some of us might, but most
[17:43] of us don’t, it’s hard to recreate it.
[17:45] You spend your wheels trying to recreate
[17:47] it. And then it’s also like if that
[17:48] video wasn’t equipped
[17:51] with strategic things to help those
[17:53] views go further, like, “Hey, what’s the
[17:54] next video someone actually goes and
[17:56] goes and watches?” Did you ask for
[17:57] engagement in the comment section? Did
[17:59] you talk about your freebie or talk
[18:01] about your discovery call? Like,
[18:03] whatever it is, did was that video ready
[18:05] to handle over-performance? And then
[18:07] were you as the creator
[18:10] ready to handle the over-performance?
[18:12] Because, full disclosure on Sherry, and
[18:13] taking nothing away from her, she’s one
[18:15] of our students. We love her to death.
[18:16] But, her next two videos
[18:18] didn’t do what that first video did. The
[18:20] first video like went viral for her. The
[18:22] second two videos, I think the second
[18:24] one is like just over 600 views, and
[18:26] then second one’s like a couple hundred,
[18:28] and then the third one’s like
[18:29] 600-something views. Like, and I just
[18:31] want to say that’s not a failure at all.
[18:34] It’s just the beginning. Sherry’s just
[18:35] It she just started, and I don’t even
[18:37] think she was ready for that beginning
[18:39] to her YouTube journey. So, we’re just
[18:40] like, “Hey, way to go, Sherry. You
[18:42] started, and now it’s like Now we’re in
[18:44] it.” The work continues.
[18:47] The big videos do their work.
[18:49] The smaller ones do, too.
[18:51] And I think Sherry has a lot more of
[18:52] those in her, and I know that you do as
[18:53] well. And this is actually why I’m
[18:55] stoked, because Sean and I are putting
[18:56] together a one video away workshop, an
[19:00] actual workshop. We’re going to be
[19:01] hanging out in Zoom, not on some live
[19:02] stream, and we’re going to be walking
[19:04] through your next video together. Diving
[19:06] super deep on everything we’ve talked
[19:07] about, helping you do everything. It’s a
[19:09] three-day event. So, we’re going to be
[19:11] walking through the next video You even
[19:12] should make based on the goals you even
[19:14] want to achieve, identifying that next
[19:16] video that could be the one for you.
[19:18] Make sure that it’s equipped with
[19:20] everything we’ve talked about, pressure
[19:21] testing it, and honestly pressure
[19:23] testing you in like the best way. I
[19:24] mean, just to make sure that hey, you
[19:26] leave this event sure with like your
[19:27] next video architected with us, but also
[19:30] that you leave the event as a creator
[19:32] who knows what to do when that one video
[19:34] away hits. You can head over to
[19:35] myytplan.com.
[19:38] Links in the description or the show
[19:39] notes down below, but myytplan.com.
[19:43] In full disclosure, this is a paid
[19:45] workshop. This is $47 because of how
[19:48] high-touch it is. It’s you, me, Sean,
[19:51] our team inside of a Zoom room together.
[19:54] Brainstorming and working. We’re
[19:55] bringing our private coaching to you
[19:57] because of this new era that we’re in.
[19:59] We’re just seeing it happen over and
[20:00] over again. Sherry’s just one example of
[20:02] many people who, by the way, it doesn’t
[20:03] have to be your first video. It’s just
[20:05] your next video. Creators that are
[20:08] learning these things and within a week,
[20:09] literally within an upload, tweaking and
[20:12] changing things and finding videos that
[20:14] over perform, which by the way, part of
[20:16] this event is helping you even get clear
[20:17] on. Sure, we’re all about views and
[20:19] we’re going to help you engineer for
[20:20] that, but it’s also about like no,
[20:21] because I made a YouTube video, what
[20:23] actually happens? So, especially if
[20:26] you’re a coach, consultant, a business
[20:28] owner, if you’re selling something and
[20:30] you want your YouTubes
[20:32] you want your YouTubes and you want your
[20:33] YouTube videos to point people to that
[20:36] to actually convert, to actually get
[20:38] people into your products and services.
[20:40] If you’re a serious creator, this event
[20:42] is handcrafted for you. We haven’t done
[20:44] something like this before. We’re so
[20:45] stoked about it and again, you can find
[20:47] out information at myytplan.com.
[20:51] This is the Think Media Podcast. I’m
[20:53] Nathan S Wine and I can’t wait to
[20:54] connect with you in a future episode.