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Video Content Strategy: How to Get Started

Published on: December 5 2022 by Social Media Examiner

Video Content Strategy: How to Get Started

Video Content Strategy: How to Get Started

startTime durationTime text
00:00:00 00:00:02 - Honestly a much easier sell than 10 years ago
00:00:02 00:00:04 where it was like, hey look, you need a video?
00:00:04 00:00:05 It's gonna be a thing.
00:00:05 00:00:07 Now that's not at all the conversation.
00:00:07 00:00:10 The conversation is this is how you could utilize video
00:00:10 00:00:11 because everybody's utilizing video
00:00:11 00:00:14 and you're gonna fall behind if you don't have it.
00:00:17 00:00:19 - Today, I'm very excited to be joined by Saj Adibs.
00:00:19 00:00:21 If you don't know who Saj is,
00:00:21 00:00:24 he's a filmmaker and founder of Howfinity,
00:00:24 00:00:27 a company that helps creators and businesses learn the craft
00:00:27 00:00:29 of video creation.
00:00:29 00:00:31 His course is called Tube Mentor.
00:00:31 00:00:32 Saj, welcome to the show.
00:00:32 00:00:33 How you doing today?
00:00:33 00:00:34 - Hey, thanks for having me, Michael.
00:00:34 00:00:36 Glad to be here.
00:00:36 00:00:38 - So today, Saj and I are gonna explore
00:00:38 00:00:41 how to develop a video content strategy.
00:00:41 00:00:43 And before we get there,
00:00:43 00:00:44 I would love to hear your story.
00:00:44 00:00:47 How the heck did you get into films and video creations?
00:00:47 00:00:49 Start wherever you wanna start.
00:00:49 00:00:53 - Sure, initially I went to film school here in Chicago
00:00:53 00:00:54 and basically with film school,
00:00:54 00:00:56 just like everyone else that went to film school with me,
00:00:56 00:00:58 we wanted to be film directors.
00:00:58 00:01:00 So we went down the whole path
00:01:00 00:01:03 of narrative filmmaking, documentary filmmaking.
00:01:03 00:01:04 And when I graduated film school,
00:01:04 00:01:06 this is maybe 15 years ago or so,
00:01:06 00:01:08 I decided to make a documentary,
00:01:08 00:01:10 Future Link documentary as my first project.
00:01:10 00:01:12 Ended up taking me eight years.
00:01:12 00:01:15 It ended up doing well, but it was really a hard road,
00:01:15 00:01:17 especially when it came to figuring out how to make money
00:01:17 00:01:18 in the world of filmmaking.
00:01:18 00:01:21 So as I was doing narrative film,
00:01:21 00:01:22 kind of documentary work,
00:01:22 00:01:24 I started a production company a couple years
00:01:24 00:01:27 outside of film school and the purpose of that
00:01:27 00:01:28 was I figured I could make
00:01:28 00:01:31 these type of documentary short films for brands
00:01:31 00:01:33 because that's really what was going on back then.
00:01:33 00:01:37 It was trying to move away from the commercial type videos,
00:01:37 00:01:39 branded videos that more documentary,
00:01:39 00:01:42 heartfelt type branded videos.
00:01:42 00:01:43 So I started working on that
00:01:43 00:01:45 and then that became New Slate Films,
00:01:45 00:01:48 which is a production company I still run to this day,
00:01:48 00:01:51 about 10 years or so I've been running that.
00:01:51 00:01:53 And then through that transition of
00:01:53 00:01:54 basically trying to get better
00:01:54 00:01:56 with the video production company,
00:01:56 00:01:58 working with ton of different brands,
00:01:58 00:02:00 I came across the whole world of content creation
00:02:00 00:02:01 about five years ago.
00:02:01 00:02:03 So the company, Howfinity, what I run now,
00:02:03 00:02:05 in addition to the production company,
00:02:05 00:02:08 is kind of what started about five years ago.
00:02:08 00:02:12 And with that, I wanted to just take everything I learned
00:02:12 00:02:15 from the world of filmmaking and from everything I learned
00:02:15 00:02:16 from working with brands
00:02:16 00:02:19 and have our own content platform basically.
00:02:19 00:02:21 And I started on YouTube
00:02:21 00:02:24 and it's a pretty decent sized channel now on YouTube.
00:02:24 00:02:27 So basically what I learned from that experience
00:02:27 00:02:29 is I could combine the two things I learned.
00:02:29 00:02:32 So I took what I learned from content creation and started
00:02:32 00:02:35 consulting with the brands and all the companies
00:02:35 00:02:37 I was working with in the video production world.
00:02:37 00:02:39 So that's why I still do...
00:02:39 00:02:43 I would say I split my year now in half
00:02:43 00:02:45 and I basically spend maybe 12,
00:02:45 00:02:49 1300 hours on one and then 12 and 1300 hours on the other.
00:02:49 00:02:50 I keep track of my time.
00:02:50 00:02:53 That's how I know how much time I spend.
00:02:53 00:02:54 - Well, I wanna ask you a couple questions
00:02:54 00:02:56 about this New Slate film.
00:02:56 00:02:58 So when you were going into business
00:02:58 00:03:00 and it sounds like you're still doing that today,
00:03:00 00:03:01 exactly what are you doing?
00:03:01 00:03:03 Like give us a little peek behind the curtain
00:03:03 00:03:05 of how you make a narrative documentary,
00:03:05 00:03:08 if you will, for business.
00:03:08 00:03:09 - So this is a actually a good time
00:03:09 00:03:11 cause I just finished one
00:03:11 00:03:14 that I was directing it and I had my crew fly out.
00:03:14 00:03:16 We went to 13 different states across
00:03:16 00:03:19 like 37 days or something, it was pretty brutal.
00:03:19 00:03:21 But the way we make those videos
00:03:21 00:03:24 is I learned about what a brand wants to convey.
00:03:24 00:03:27 A lot of times they have maybe an annual conference
00:03:27 00:03:30 and they want to tell their story or they wanna highlight
00:03:30 00:03:32 some of the people that work at that organization
00:03:32 00:03:34 or something like that.
00:03:34 00:03:36 Then I have conversations with those people
00:03:36 00:03:37 and learn their story.
00:03:37 00:03:39 This is not recorded or anything.
00:03:39 00:03:40 I have a phone call or a Zoom call
00:03:40 00:03:42 and I learned their story, I take some notes.
00:03:42 00:03:46 And then I craft what maybe a 10 minute documentary
00:03:46 00:03:47 would look like highlighting that person.
00:03:47 00:03:51 The one we just finished actually is about 10 minutes or so,
00:03:51 00:03:54 but it highlights many different people.
00:03:54 00:03:56 So that's why we went to 13 different states.
00:03:56 00:03:59 So it's kind of a compilation of
00:03:59 00:04:02 what they call heroes of this profession.
00:04:02 00:04:04 So then basically we go
00:04:04 00:04:07 and we allocate one day of production
00:04:07 00:04:09 per person to tell their story.
00:04:09 00:04:11 So we do a documentary day in a life of,
00:04:11 00:04:13 and we capture everything they do in a day.
00:04:13 00:04:16 Sometimes we compress their entire life into a day.
00:04:16 00:04:18 So I'm like, take off work,
00:04:18 00:04:19 we're gonna do this, this, this, this
00:04:19 00:04:21 and then it's a really packed day.
00:04:21 00:04:23 So I typically direct those
00:04:23 00:04:25 and then I have a cinematographer that shoots those.
00:04:25 00:04:28 We typically hire some people locally to help us with that,
00:04:28 00:04:30 small crew of four people typically.
00:04:30 00:04:33 And then we come home and then we have all the footage.
00:04:33 00:04:35 I've done this lots for like 10 years.
00:04:35 00:04:37 So I have a pretty good idea what to capture
00:04:37 00:04:40 and then I hand it off to the editor
00:04:40 00:04:43 and then she crafts a story and then I review it
00:04:43 00:04:44 and then I decide, hey,
00:04:44 00:04:47 this piece doesn't make sense, this needs to be taken out.
00:04:47 00:04:49 And then we polish it and send it to the client.
00:04:49 00:04:51 So we do this with Fortune 500 companies.
00:04:51 00:04:53 A lot of nonprofits do this as well.
00:04:53 00:04:55 And they use it...
00:04:55 00:04:57 Again, they use it in social media platforms,
00:04:57 00:04:58 they use it on their websites,
00:04:58 00:04:59 but most of the times,
00:04:59 00:05:01 they may use it in their annual conference.
00:05:01 00:05:05 That's really the place I think we do most of our work
00:05:05 00:05:06 is for that.
00:05:06 00:05:07 - So you said about five years ago,
00:05:07 00:05:09 you decided to start messing around with YouTube.
00:05:09 00:05:13 So what are you doing on your YouTube?
00:05:13 00:05:14 How big is the channel?
00:05:14 00:05:15 What kinds of content are you creating on that?
00:05:15 00:05:17 How is that different than the other kinds of content
00:05:17 00:05:19 you were just toking about?
00:05:19 00:05:21 - Yeah, so the YouTube channel right now
00:05:21 00:05:23 is around 140 million views in total in the last five years
00:05:23 00:05:28 and about 550,000 subscribers.
00:05:28 00:05:30 And the couple of reasons why I wanted
00:05:30 00:05:32 to do that in the first place,
00:05:32 00:05:34 one and the main one was
00:05:34 00:05:36 when I was creating video for clients,
00:05:36 00:05:38 if they weren't using it in a conference,
00:05:38 00:05:40 let's say there were a small business,
00:05:40 00:05:42 I would hand them the video,
00:05:42 00:05:43 they would put it on their website,
00:05:43 00:05:45 they would hire us just to make a video,
00:05:45 00:05:47 not to get results from the video.
00:05:47 00:05:48 They would put it on their website,
00:05:48 00:05:49 they would put it on a YouTube channel
00:05:49 00:05:52 that wasn't optimized at all, no thumbnails, nothing.
00:05:52 00:05:54 And then I would look at these videos
00:05:54 00:05:56 that we spend a lot of money on time creating
00:05:56 00:05:59 and they would have like 17 views on YouTube
00:05:59 00:06:01 and I'm sure they did well on their website,
00:06:01 00:06:04 but I was thinking, wait,
00:06:04 00:06:06 I gotta figure out the second half to this.
00:06:06 00:06:08 I didn't feel right taking money doing the video,
00:06:08 00:06:10 although that's what they paid me for
00:06:10 00:06:13 and not getting them the results they deserve from the video
00:06:13 00:06:15 or I thought they deserved.
00:06:15 00:06:18 So that's sort of why I figured if I learned YouTube
00:06:18 00:06:21 at the time YouTube was pretty much the only game in town,
00:06:21 00:06:23 little bit of Instagram and Facebook,
00:06:23 00:06:26 but I figured if I learned a bit about how video works
00:06:26 00:06:27 on those social media platforms,
00:06:27 00:06:29 how they could get exposure,
00:06:29 00:06:31 I could take the production company to the next level.
00:06:31 00:06:33 So it's not just a production company,
00:06:33 00:06:35 we are not just producing the video and giving it to you
00:06:35 00:06:37 and that's the end of the day.
00:06:37 00:06:39 And that's sort of how it came about.
00:06:39 00:06:40 And I also was trying to figure out
00:06:40 00:06:41 a different revenue model
00:06:41 00:06:44 that wasn't tied to a service-based business.
00:06:44 00:06:45 If you've ever done anything
00:06:45 00:06:47 in the world of service-based business...
00:06:47 00:06:49 It's a work for hire type of business.
00:06:49 00:06:54 So a lot of the creativity is what the client decides,
00:06:54 00:06:57 especially when it comes to the videos that we were making,
00:06:57 00:06:59 the corporate commercial type videos.
00:06:59 00:07:02 So it was like, oh, if we create our own content,
00:07:02 00:07:04 not only are we gonna learn this part that we're missing,
00:07:04 00:07:09 we're also gonna figure out another revenue source basically
00:07:09 00:07:09 for the business,
00:07:09 00:07:11 but I decided to spin it off as a different business.
00:07:11 00:07:14 I thought it didn't connect with a service-based business.
00:07:14 00:07:16 That's why it became two separate businesses.
00:07:16 00:07:18 So now Howfinity is
00:07:18 00:07:22 we do content that is very much search-based.
00:07:22 00:07:24 So that's a strategy that I started in the beginning,
00:07:24 00:07:27 meaning I use YouTube sort of as a search engine
00:07:28 00:07:30 and I think a lot of people do as well.
00:07:30 00:07:31 So when you search for something,
00:07:31 00:07:33 a lot of the content we decided to make
00:07:33 00:07:37 was around content creation and tiknology-related,
00:07:37 00:07:39 just covering different social media platforms
00:07:39 00:07:40 and things like that,
00:07:40 00:07:44 things that I thought my clients could utilize.
00:07:44 00:07:47 So then I started making content based on
00:07:47 00:07:50 if someone looks up how to use Instagram for their business,
00:07:50 00:07:52 can I have a video that shows up in search?
00:07:52 00:07:54 And that was at first my only strategy.
00:07:54 00:07:56 I figured I could just do that.
00:07:56 00:07:57 And it ended up working pretty well.
00:07:57 00:08:00 I think the search-based strategy on YouTube,
00:08:00 00:08:01 since it's the second biggest search engine,
00:08:01 00:08:04 still works very, very well to this day.
00:08:04 00:08:06 So if you look at the channel,
00:08:06 00:08:08 I've tried to narrow down the content.
00:08:08 00:08:09 I started way too broad.
00:08:09 00:08:12 Initially I was just doing how to content
00:08:12 00:08:13 on like whatever I could think of.
00:08:13 00:08:15 I would look up, hey,
00:08:15 00:08:18 are people looking up how to get rid of ants
00:08:18 00:08:19 in their kitchen.
00:08:19 00:08:20 I had some ants came in the kitchen,
00:08:20 00:08:23 I was like oh yeah, that has like eight million views.
00:08:23 00:08:24 I should make that video.
00:08:24 00:08:28 And then I would make that video and I was like, oh,
00:08:28 00:08:31 I need to change the doorknob in my house.
00:08:31 00:08:32 I would make a video
00:08:32 00:08:34 and I would use my video production skills.
00:08:34 00:08:37 These videos, if you watch them, the ants video,
00:08:37 00:08:39 it has like hundreds of thousands of views for some reason
00:08:39 00:08:42 on this channel, but it has crazy macro shots.
00:08:42 00:08:46 I use like a $5,000 lens to get macro shots of the ants.
00:08:46 00:08:48 It was ridiculous.
00:08:48 00:08:51 But basically I walked away from that model
00:08:51 00:08:53 of just make how to videos, that's what we do,
00:08:53 00:08:57 to basically make videos that don't take a lot of time.
00:08:57 00:09:00 Like the ant video took us three days.
00:09:00 00:09:00 Me and this other guy,
00:09:00 00:09:02 we spent three days making this video.
00:09:02 00:09:03 It's not worth it.
00:09:03 00:09:04 So I was like, all right,
00:09:04 00:09:06 keep the video production work separate,
00:09:06 00:09:08 keep the content business separate
00:09:08 00:09:11 and make the content business actually profitable,
00:09:11 00:09:14 meaning don't spend two days.
00:09:14 00:09:15 So now a lot of our videos take maybe an hour
00:09:15 00:09:18 or two to make, that's it.
00:09:18 00:09:19 - Well first of all, fascinating story.
00:09:19 00:09:22 I'm gonna have to look up that ant video.
00:09:22 00:09:25 Maybe we'll embed it in the show notes.
00:09:25 00:09:29 I love your background and experience as a filmmaker
00:09:29 00:09:31 who's done a lot of corporate work
00:09:31 00:09:35 and also has got a great content strategy
00:09:35 00:09:36 on the YouTube channel.
00:09:36 00:09:40 So there's a lot of business people
00:09:40 00:09:41 in various walks of life.
00:09:41 00:09:43 Some of them are marketers working for a business
00:09:43 00:09:44 they don't own.
00:09:44 00:09:46 Some of them are creators that love to create,
00:09:46 00:09:49 some of them are obviously entrepreneurs and
00:09:49 00:09:51 why should they focus on video?
00:09:51 00:09:54 Why is video so important these days
00:09:54 00:09:56 as we're recording this in 2022?
00:09:57 00:09:58 - Yeah, that's kind of the interesting part
00:09:58 00:10:01 cause when I started the video production company,
00:10:01 00:10:03 when I was trying to come up with content back then,
00:10:03 00:10:05 really SEO and blog post,
00:10:05 00:10:07 that's really what you did back then.
00:10:07 00:10:09 And I remember one of the first blog posts I wrote was,
00:10:09 00:10:11 why you need video for your business?
00:10:11 00:10:13 And back then it was nothing like it is now.
00:10:13 00:10:16 Back then it was trying to convince businesses, hey,
00:10:16 00:10:18 you need a video just like probably 10 years before that.
00:10:18 00:10:21 Like you need a website or your business is not legit.
00:10:21 00:10:23 And that was a hard conversation to have.
00:10:23 00:10:27 But now I literally never have that conversation.
00:10:27 00:10:30 If I do any type of ads and I get any kind of leads,
00:10:30 00:10:33 it's never hey, why do I need video
00:10:33 00:10:35 because they see in their world,
00:10:35 00:10:37 there's videos all over the place.
00:10:37 00:10:40 And then the more and more every year that goes by,
00:10:40 00:10:42 for example, just recently Instagram
00:10:42 00:10:44 has become pretty much a video platform,
00:10:44 00:10:46 and I feel like every platform
00:10:46 00:10:48 in the world of social media nowadays,
00:10:48 00:10:50 I think really post TikTok is gonna go
00:10:50 00:10:53 to short format videos and they're gonna have
00:10:53 00:10:55 a lot more exposure than anything
00:10:55 00:10:57 that's ever been out there before.
00:10:57 00:10:59 Even the golden days of SEO,
00:10:59 00:11:01 really when I was getting started,
00:11:01 00:11:02 that was the golden age,
00:11:02 00:11:04 that's all you did was SEO and you were good.
00:11:04 00:11:08 Now I think that golden age is all video.
00:11:08 00:11:12 And what I tell businesses now is at first,
00:11:12 00:11:13 instead of trying to convince...
00:11:13 00:11:14 Now I don't really need to convince them
00:11:14 00:11:17 that they need video, but I do try to convince them
00:11:17 00:11:18 that they need a video strategy
00:11:18 00:11:21 because I don't want the same thing that I've seen
00:11:21 00:11:23 in the last 10 years where we make a video
00:11:23 00:11:26 and it just sits there, completely unoptimized.
00:11:26 00:11:29 So a lot of times what we do now, for example,
00:11:29 00:11:31 that documentary style video I explained,
00:11:31 00:11:34 what we do is we chop up that documentary style video.
00:11:34 00:11:36 So now you get a lot more bang for your buck.
00:11:36 00:11:38 So you don't just get that one thing
00:11:38 00:11:41 that shows at a conference or shows on your website.
00:11:41 00:11:43 We chop that up into vertikal videos.
00:11:43 00:11:45 We do pre-roll ads with it.
00:11:45 00:11:48 We basically create this offer
00:11:48 00:11:50 that has multiple assets to it.
00:11:50 00:11:52 So it could have like seven assets.
00:11:52 00:11:55 So when a company hires us and we create a video for them,
00:11:55 00:11:58 they don't just get the one thing we used to provide.
00:11:58 00:12:00 They get everything they want and it's always customized.
00:12:00 00:12:02 So we don't really have...
00:12:02 00:12:03 It's not really a product, I don't say like,
00:12:03 00:12:06 here's eight things you get if you hire us.
00:12:06 00:12:08 I always learned what the company wants to do
00:12:08 00:12:10 so if they want to do lead gen,
00:12:10 00:12:13 I know the TikTok ads and the YouTube pre-roll ads
00:12:13 00:12:15 in short format could do really, really well.
00:12:15 00:12:16 And then I consult them.
00:12:16 00:12:19 So what I've learned in the last five years on YouTube,
00:12:19 00:12:21 a lot of times I helped the clients
00:12:21 00:12:24 on the optimization of the video after the fact.
00:12:24 00:12:27 So it's really been honestly a much easier sell
00:12:27 00:12:30 than 10 years ago where it was like, hey look,
00:12:30 00:12:31 you need a video, it's gonna be a thing.
00:12:31 00:12:33 Now that's not at all the conversation.
00:12:33 00:12:36 The conversation is this is how you could utilize video
00:12:36 00:12:38 because everybody's utilizing video
00:12:38 00:12:40 and you're gonna fall behind if you don't have it.
00:12:40 00:12:43 - I love this, I love what you said
00:12:43 00:12:44 that everybody needs video,
00:12:44 00:12:47 but what they don't have is a strategy,
00:12:47 00:12:48 and you need a strategy.
00:12:48 00:12:52 So let's tok about like if I want a start creating a series
00:12:52 00:12:55 of videos whether it be for YouTube
00:12:55 00:12:58 or whether it be for TikTok or reels or whatever,
00:12:58 00:13:00 what do I need to be thinking about
00:13:00 00:13:03 when it comes to starting to create videos?
00:13:04 00:13:06 - So this is something I've changed my mind on
00:13:06 00:13:07 since I started on YouTube.
00:13:07 00:13:09 So when I first started on YouTube, I thought hey,
00:13:09 00:13:12 you just make videos that people are searching for.
00:13:12 00:13:14 That's like the strategy.
00:13:14 00:13:16 And it did work for my channel,
00:13:16 00:13:18 but I think it's because it's five years old,
00:13:18 00:13:20 that had a lot more traction back then
00:13:20 00:13:22 where it was all search-based.
00:13:22 00:13:25 But now what I really tell people is instead of trying
00:13:25 00:13:27 to figure out what type of videos,
00:13:27 00:13:29 I decided I'm gonna make how to videos
00:13:29 00:13:32 about content creation or how to videos about tik.
00:13:32 00:13:34 But now instead of doing that,
00:13:34 00:13:37 I tell people I think it's a lot easier
00:13:37 00:13:40 if you think about your ideal viewer.
00:13:40 00:13:42 So kind of create this avatar,
00:13:42 00:13:44 who do you want watching your video?
00:13:45 00:13:48 This took me so many years to figure out,
00:13:48 00:13:51 and still when I work with my students through my course,
00:13:51 00:13:54 they all, I think naturally you think of, hey,
00:13:54 00:13:56 what type of content should I make?
00:13:56 00:13:58 But that's the second step.
00:13:58 00:14:01 The first step, who should you make content for?
00:14:01 00:14:03 If you know that, it makes it so much easier
00:14:03 00:14:05 to come up with content ideas down the road
00:14:05 00:14:07 and it makes it so much easier
00:14:07 00:14:10 to monetize your channels 100 different ways.
00:14:10 00:14:12 All the different monetization option
00:14:12 00:14:15 that comes from YouTube or other social media platforms
00:14:15 00:14:18 are tied to the type of audience that you've captured,
00:14:18 00:14:20 it's about the community you've built.
00:14:20 00:14:22 - So real quick, who are you making videos for
00:14:22 00:14:24 just so people can hear the example,
00:14:24 00:14:26 like you're making videos on your YouTube channel
00:14:26 00:14:28 so who is that specific audience?
00:14:28 00:14:31 - So this is sort of the transition I'm going through.
00:14:31 00:14:32 I've moved away now
00:14:32 00:14:34 from just making search-based content.
00:14:34 00:14:38 Now I try to focus on making videos for content creators
00:14:38 00:14:41 and entrepreneurs that want to utilize videos
00:14:41 00:14:41 for their business
00:14:41 00:14:45 or to kind of grow their own organic business online.
00:14:45 00:14:48 So I monetize like a TikTok channel.
00:14:48 00:14:51 We have a TikTok channel with 600,000 followers
00:14:51 00:14:52 on Instagram, on YouTube.
00:14:52 00:14:56 And those all are based on a very specific theme.
00:14:56 00:14:58 I'll give you a quick example.
00:14:58 00:15:02 I have another channel that is related to filmmakers.
00:15:02 00:15:05 So for that I was like, who am I making videos for?
00:15:05 00:15:07 I'm making videos for filmmakers that want
00:15:07 00:15:09 to create a video production company,
00:15:09 00:15:12 not just filmmakers, I wanna level deeper.
00:15:12 00:15:15 And the funny part is that channel
00:15:15 00:15:18 went from like almost nothing to 20,000 subscribers
00:15:18 00:15:20 within a span of like six months,
00:15:20 00:15:21 even though it's been around a long time
00:15:21 00:15:24 and I just never really uploaded and it has maybe,
00:15:24 00:15:25 I don't know,
00:15:25 00:15:28 50 videos in total and it's called Filmmaking Mentor.
00:15:28 00:15:30 And because I was so laser focused
00:15:30 00:15:33 because of what I just explained, what I learned was
00:15:33 00:15:35 I'm gonna make very specific content
00:15:35 00:15:36 for a very specific group of people.
00:15:36 00:15:38 That's the first thing I thought of.
00:15:38 00:15:42 Before, I was like, I'm gonna make filmmaking tutorials.
00:15:42 00:15:44 Well again, that was a search-based strategy,
00:15:44 00:15:45 didn't work for years.
00:15:45 00:15:47 I would just randomly make videos.
00:15:47 00:15:48 But then I was like,
00:15:48 00:15:49 I'm gonna teach filmmakers how to start
00:15:49 00:15:51 a video production company.
00:15:51 00:15:55 And I could tell you, when I see the comments,
00:15:55 00:15:58 I could tell you most of my audience on that channel
00:15:58 00:16:01 are like 28 to 29 year old male
00:16:02 00:16:05 that are filmmakers that are trying to figure out
00:16:05 00:16:07 how to make more than 50,000 a year.
00:16:07 00:16:10 It's very clear to me now exactly who I'm toking to
00:16:10 00:16:12 and I know...
00:16:12 00:16:14 I have friends that are like that in real life
00:16:14 00:16:16 so I'm not just randomly making videos.
00:16:16 00:16:18 My avatar, I could draw them for you.
00:16:18 00:16:19 I could show a picture.
00:16:19 00:16:20 I was like, Dave,
00:16:20 00:16:23 my friend Dave is exactly my target audience,
00:16:23 00:16:25 I know exactly who I'm toking.
00:16:25 00:16:28 So that just really fast forwarded
00:16:28 00:16:29 how fast you could grow a YouTube channel
00:16:29 00:16:31 cause the search-based strategy does work,
00:16:31 00:16:33 but it takes forever.
00:16:33 00:16:36 So if you combine what I learned from search
00:16:36 00:16:37 and then you combine it with just figuring out
00:16:37 00:16:39 who are you making videos
00:16:39 00:16:43 for on top of it, it really accelerates everything I think.
00:16:43 00:16:46 - So I love what you're saying about how step one
00:16:46 00:16:48 is you gotta know who it is you wanna target.
00:16:48 00:16:50 What's the next thing cause you said,
00:16:50 00:16:52 like making the video is obviously the second thing,
00:16:52 00:16:54 but what about purpose?
00:16:54 00:16:56 Like what about not just who,
00:16:56 00:16:58 but what's the purpose of the channel?
00:16:58 00:17:00 So let's tok about that a little bit.
00:17:00 00:17:02 - Yeah, that typically comes next.
00:17:02 00:17:03 So after I figure out, okay,
00:17:03 00:17:08 this is my ideal client or ideal prospect or ideal viewer,
00:17:09 00:17:11 then I was like, okay, well what am I gonna teach them?
00:17:11 00:17:12 Am I gonna teach them?
00:17:12 00:17:14 Am I gonna entertain them?
00:17:14 00:17:16 Do I want them to become my students?
00:17:16 00:17:19 Do I want them to become my clients?
00:17:19 00:17:22 If I don't know that, again, I make random content.
00:17:22 00:17:23 I still don't have a good content strategy.
00:17:23 00:17:27 Even if I have a exact ideal avatar,
00:17:27 00:17:29 I need to know what I want to tell them.
00:17:29 00:17:31 So Filmmaking Mentor for example,
00:17:31 00:17:34 I want to tell them the steps of what it takes
00:17:34 00:17:35 to grow a six figure,
00:17:35 00:17:37 seven figure video production company from scratch.
00:17:37 00:17:38 And these people,
00:17:38 00:17:40 they maybe haven't even made any money yet
00:17:40 00:17:41 in the world of video production.
00:17:41 00:17:46 So my purpose becomes very clear, teach them how to do that.
00:17:46 00:17:48 Then when it came to the monetization strategy,
00:17:48 00:17:49 it was like okay,
00:17:49 00:17:51 teach them how to do that for free on YouTube
00:17:51 00:17:53 and then I have a course that I could monetize
00:17:53 00:17:57 and that becomes the business model of that YouTube channel.
00:17:57 00:17:59 Same thing with Tube Mentor,
00:17:59 00:18:01 where I teach people how to grow a YouTube channel
00:18:01 00:18:04 from scratch for their business for example.
00:18:04 00:18:05 That was my purpose.
00:18:05 00:18:07 I wanted to teach people how to use YouTube
00:18:07 00:18:10 and other social media platforms like TikTok in a way
00:18:10 00:18:13 where they could use it to generate leads,
00:18:13 00:18:15 a business tool marketing tool.
00:18:15 00:18:17 And then the next step after that was like, okay,
00:18:17 00:18:19 now if they want to take it deeper,
00:18:19 00:18:20 here's a course they could buy
00:18:20 00:18:22 or here's a free webinar they could watch.
00:18:22 00:18:26 So that's kind of the second step in the process I think.
00:18:26 00:18:29 You find your ideal avatar then you find out exactly
00:18:29 00:18:31 what you wanna help them with and what's the purpose
00:18:31 00:18:33 for helping them with that.
00:18:33 00:18:35 I mean some people just have a YouTube channel,
00:18:35 00:18:36 they just want to help people,
00:18:36 00:18:37 and that's the business.
00:18:37 00:18:39 I think Howfinity the business model is that.
00:18:39 00:18:41 We make how to videos, it's useful.
00:18:41 00:18:43 It really doesn't go too much beyond that
00:18:43 00:18:44 in the business model.
00:18:44 00:18:46 But everything else I've learned in the last five years,
00:18:46 00:18:49 I've created other entities that I think
00:18:49 00:18:54 are easier to monetize and easier to turn into a business
00:18:54 00:18:56 because I kind of followed this roadmap
00:18:56 00:18:59 a little closely or more closely than I did with Howfinity.
00:19:00 00:19:02 - So one of the next questions I think that logically pops
00:19:02 00:19:04 into my head,
00:19:04 00:19:05 especially for people that work for a company
00:19:05 00:19:07 that they don't own the business
00:19:07 00:19:08 or maybe they do own the business
00:19:08 00:19:10 but they got other people working for him,
00:19:10 00:19:11 who should be the face?
00:19:11 00:19:13 Who should create the content,
00:19:13 00:19:15 for lack of better words, who should be the creator,
00:19:15 00:19:16 the voice if you will,
00:19:16 00:19:19 that's in the center of all this content?
00:19:19 00:19:20 What's your thoughts on that?
00:19:21 00:19:24 - Well again, when I was starting the YouTube journey,
00:19:24 00:19:28 I thought it should be a multi face kind of a channel.
00:19:28 00:19:31 So I saw different people that had expertise
00:19:31 00:19:32 in very kind of niche topics,
00:19:32 00:19:34 they should just focus on that.
00:19:34 00:19:36 So if someone was gonna make videos
00:19:36 00:19:38 about getting rid of ants,
00:19:38 00:19:39 they should just make that kind of content
00:19:39 00:19:42 and I should focus on how to set up a camera.
00:19:42 00:19:45 I shouldn't also make the ants video.
00:19:45 00:19:48 And that to me, I think it would work
00:19:48 00:19:51 if it's a search-based content channel.
00:19:51 00:19:53 But I think as I learn more and more,
00:19:53 00:19:57 I realize the face of the channel needs to be one person
00:19:57 00:19:59 if you want faster results.
00:19:59 00:20:02 If you're trying to grow a company in a 10 year span, sure,
00:20:02 00:20:04 get experts from everything and kind of build a platform
00:20:04 00:20:06 on the back of it.
00:20:06 00:20:08 But I think if you are trying to, for example,
00:20:08 00:20:10 let's say you want to become known
00:20:10 00:20:13 as an expert in lead generation.
00:20:13 00:20:15 Let's say that's what your company does
00:20:15 00:20:17 and you're their CMO or whatever you do there,
00:20:17 00:20:20 you're in the world of marketing for them.
00:20:20 00:20:23 I think that person should be the face of the channel.
00:20:23 00:20:25 And the reason why I found that out
00:20:25 00:20:28 is every time I've done that where I'm the face, by the way,
00:20:28 00:20:31 I make 300 faceless videos, I definitely didn't want to,
00:20:31 00:20:33 I'm the behind the scenes kind of guy,
00:20:33 00:20:36 but as soon as I started introducing myself to the audience,
00:20:36 00:20:37 jumping on podcast,
00:20:37 00:20:39 doing anything else where people knew who I was,
00:20:39 00:20:42 it's so much easier to grow.
00:20:42 00:20:43 I'm not just relying on search,
00:20:43 00:20:45 I'm not just relying on YouTube
00:20:45 00:20:47 or TikTok to suggest my content.
00:20:47 00:20:50 Now people maybe know who I am, what I know.
00:20:50 00:20:52 And then that makes it easier
00:20:52 00:20:54 to kind of grow those real fans,
00:20:54 00:20:55 the fans that are gonna stik with you.
00:20:55 00:20:58 Even if you switch content strategy, they like you,
00:20:58 00:21:01 they think you know what you're toking about,
00:21:01 00:21:05 still in the same world of the type of content you make
00:21:05 00:21:07 and it makes it a lot easier.
00:21:07 00:21:08 - Well as a filmmaker,
00:21:08 00:21:10 why is it that the face makes the difference?
00:21:10 00:21:11 I mean you must know,
00:21:11 00:21:14 you must from that lens have a perspective of
00:21:14 00:21:15 you mentioned faceless videos
00:21:15 00:21:19 and I can imagine just the voice, but seeing the face,
00:21:19 00:21:21 what is it about faces and filmmaking?
00:21:21 00:21:24 I mean like you know this because you do these docu-series,
00:21:24 00:21:26 so what is it about the human face
00:21:26 00:21:29 that really helps make connections with people?
00:21:29 00:21:32 - I mean honestly I think it's all the different things
00:21:32 00:21:35 you could do with your face and your hands,
00:21:35 00:21:39 and you could make so much
00:21:39 00:21:42 or you could make faster connections so much easier, right?
00:21:42 00:21:44 So for example, those documentary films,
00:21:44 00:21:46 if I have a really good soundbite from someone,
00:21:46 00:21:48 they say something really inspiring.
00:21:48 00:21:51 Usually I end the video with something really inspiring
00:21:51 00:21:52 that someone said.
00:21:52 00:21:55 Well I don't cover them with other footage.
00:21:55 00:21:57 I don't put B roll on top of what they're saying.
00:21:57 00:21:59 I don't show anything else.
00:21:59 00:22:01 I wanna sit on their face
00:22:01 00:22:03 because in addition to the words they're saying,
00:22:03 00:22:07 I think they taught us in film school, I think it's 50/50,
00:22:07 00:22:10 50 is audio, 50 is video.
00:22:10 00:22:13 And with just your facial expressions,
00:22:13 00:22:15 you could build connections so much faster
00:22:15 00:22:17 than with just words that you're saying.
00:22:17 00:22:18 And I think honestly,
00:22:18 00:22:20 that's why I think podcasts like what we're doing
00:22:20 00:22:22 is really move to video too
00:22:22 00:22:25 because there's a whole world that's with podcasts,
00:22:25 00:22:28 you're utilizing 50%, but with video,
00:22:28 00:22:30 you're bringing the other 50% to it.
00:22:30 00:22:33 So I always listen to podcasts or watch podcasts on YouTube
00:22:33 00:22:35 rather than just audio format
00:22:35 00:22:37 cause I think it's just a lot more powerful
00:22:37 00:22:40 when you see someone be passionate about something.
00:22:40 00:22:42 So that's what I've tried to do.
00:22:42 00:22:44 Honestly, if you see some of my early videos
00:22:44 00:22:46 where I came on camera,
00:22:46 00:22:49 I look like a statue cause I just thought hey,
00:22:50 00:22:51 I shouldn't have a personality.
00:22:51 00:22:53 If I wanna grow this, if I wanna hire other people,
00:22:53 00:22:55 I don't wanna get actors to do this.
00:22:55 00:22:59 I wanna get normal people so I started just like very mute,
00:22:59 00:23:01 very low energy and I think
00:23:01 00:23:03 I sound a little low energy as usual
00:23:03 00:23:05 so then I went over the top on YouTube
00:23:05 00:23:07 when someone said that to me, then people are like oh,
00:23:07 00:23:10 you sound like Kermit the Frog, dial it back.
00:23:12 00:23:13 - I gotta tell you,
00:23:13 00:23:18 I have a undergraduate master's degree in speech and speech
00:23:18 00:23:22 is not just the words and the vocal variances
00:23:22 00:23:23 that come from your mouth,
00:23:23 00:23:27 but it's also the nonverbal things that happen
00:23:27 00:23:30 with your face like you said, like the smile,
00:23:30 00:23:32 like you said, the hands,
00:23:32 00:23:34 like I'm putting my hands out in front of me right now.
00:23:34 00:23:37 The slight look up when you're thinking,
00:23:37 00:23:42 all these kinds of things send signals to the recipient
00:23:42 00:23:43 that they are not going to get
00:23:43 00:23:46 if they don't see your actual face.
00:23:46 00:23:50 And I think there's something about storytelling
00:23:50 00:23:53 and then connections that happen with people.
00:23:53 00:23:56 I mean like that's the key to good video,
00:23:56 00:24:00 which is to show the true emotions and the emotions
00:24:00 00:24:02 aren't just the voice, it's everything.
00:24:03 00:24:04 - And that's exactly
00:24:04 00:24:08 one of the filmmaking channel videos I made.
00:24:08 00:24:10 I was toking about the struggles
00:24:10 00:24:11 that most filmmakers go through,
00:24:11 00:24:12 I think it is called
00:24:12 00:24:14 Why Filmmaking Ruined My Life or something.
00:24:14 00:24:18 And that had such a big connection to the audience
00:24:18 00:24:19 that was watching it.
00:24:19 00:24:21 It wasn't me teaching them something,
00:24:21 00:24:23 it was just me sharing my story.
00:24:23 00:24:25 But because I felt that pain,
00:24:25 00:24:27 I remember just being so broke
00:24:27 00:24:29 when I started the whole video production business
00:24:29 00:24:30 and I couldn't figure out how to get clients
00:24:30 00:24:33 and all the things I had to learn and I just shared it.
00:24:33 00:24:37 The video honestly has no value outside of just other people
00:24:37 00:24:39 relating to that story.
00:24:39 00:24:42 And it's been the video that got me the most emails,
00:24:42 00:24:46 it got me the most students, it just had the most impact.
00:24:46 00:24:48 And then I made videos similar to that after I saw that
00:24:48 00:24:50 cause before it was like
00:24:50 00:24:53 how to look at your P&L in your video production company
00:24:53 00:24:56 or something and I'm like wait a minute,
00:24:56 00:24:58 people just want to know that you know
00:24:58 00:24:59 exactly how they feel
00:24:59 00:25:01 so then the solution actually makes sense to them.
00:25:01 00:25:03 If you're just solution and they can't relate to you,
00:25:03 00:25:05 they can't put themselves in your shoes
00:25:05 00:25:08 or they don't think you were ever in their shoes,
00:25:08 00:25:08 they couldn't relate
00:25:08 00:25:11 and a lot of that came from I think the delivery
00:25:11 00:25:14 of that video cause really, as I was telling the story,
00:25:14 00:25:15 I felt the pain.
00:25:15 00:25:16 I was like, oh my god,
00:25:16 00:25:18 I remember not being able to pay rent
00:25:18 00:25:21 and I remember some client didn't pay me
00:25:21 00:25:23 and I needed that money for my car payment
00:25:23 00:25:24 and I just shared those stories
00:25:24 00:25:28 and I think it must have been the way I was expressive.
00:25:28 00:25:29 I think that if that was audio only,
00:25:29 00:25:33 it would have not worked at all in the same way
00:25:33 00:25:34 that it worked on YouTube.
00:25:35 00:25:37 - So here's what we know so far.
00:25:37 00:25:38 First of all,
00:25:38 00:25:40 we need to really dial in who it is
00:25:40 00:25:44 we're targeting with our video, who is that ideal viewer?
00:25:44 00:25:46 If you can make an avatar
00:25:46 00:25:49 and think about them as a real person, that would be ideal.
00:25:49 00:25:52 Secondly, what is your intent or purpose?
00:25:52 00:25:52 Are you trying to teach?
00:25:52 00:25:54 Are you trying to entertain
00:25:54 00:25:56 and ultimately you're trying to sell.
00:25:56 00:25:57 Are you trying to get a lead?
00:25:57 00:26:00 Are you trying to essentially develop your influence
00:26:00 00:26:01 in a space?
00:26:01 00:26:03 And then when it comes to like
00:26:03 00:26:06 who should be the person creating the content,
00:26:06 00:26:09 ideally it's someone and I would imagine
00:26:09 00:26:11 it's not just any someone,
00:26:11 00:26:15 it probably needs to be someone who's comfortable enough
00:26:15 00:26:18 with a camera pointing at their face and maybe that's you.
00:26:18 00:26:20 I don't know, what are your thoughts on that?
00:26:20 00:26:22 - I think that part you could evolve.
00:26:22 00:26:26 If you're willing to get past a hurdle of making 10 videos,
00:26:26 00:26:29 I think you could evolve cause I work with, for example,
00:26:29 00:26:30 this documentary I was just working on,
00:26:30 00:26:33 none of those people had ever been on camera.
00:26:33 00:26:35 And I have one day with them
00:26:35 00:26:38 and the interview portion of that day is only like an hour.
00:26:38 00:26:39 The rest of it is just capturing
00:26:39 00:26:42 the kind of documentary style day in the life of.
00:26:42 00:26:44 So I know just from personal experience
00:26:44 00:26:47 that I could make someone comfortable in front of camera,
00:26:47 00:26:50 especially when it comes to editing and all the other things
00:26:50 00:26:52 you could lay on top of the video
00:26:52 00:26:53 where you don't see someone's face.
00:26:53 00:26:56 So I think you could evolve to get good at that over time.
00:26:56 00:27:00 Again, I think just starting with faceless video like I did
00:27:00 00:27:02 actually worked well for me
00:27:02 00:27:04 cause just doing that hundreds of times,
00:27:04 00:27:07 it made me just at least be okay with my voice.
00:27:07 00:27:10 And then on camera again, bunch of the videos are horrible.
00:27:10 00:27:12 I never take down any video so they're there.
00:27:12 00:27:13 If you sort by like this,
00:27:13 00:27:15 you can see terrible videos
00:27:15 00:27:19 that have probably 100 views, but I think the expert part,
00:27:19 00:27:21 like you gotta know what you're toking about.
00:27:21 00:27:23 That part, I don't think you could fake.
00:27:23 00:27:26 I think you could get good on camera over time,
00:27:26 00:27:28 but you cannot just make stuff up and then pretend
00:27:28 00:27:30 like you know what you're toking about.
00:27:30 00:27:33 So if you wanted to create a YouTube channel, again,
00:27:33 00:27:35 if you are the expert in the field
00:27:35 00:27:37 that you were toking about, it makes it so much easier
00:27:37 00:27:39 and if you have personal experience,
00:27:39 00:27:42 let's say you've been doing this for 10 years,
00:27:42 00:27:47 telling stories as part of teaching really takes it
00:27:47 00:27:48 to the next level.
00:27:48 00:27:50 And that took me forever to learn that.
00:27:50 00:27:52 I just thought YouTube is for teaching
00:27:52 00:27:54 and I think a lot of my Howfinity videos
00:27:54 00:27:55 are still like that,
00:27:55 00:27:58 are teaching because I didn't really personalize
00:27:58 00:28:00 that channel enough, but all the new channels,
00:28:00 00:28:03 I was like, okay, I'm gonna tell stories.
00:28:03 00:28:04 If I'm telling someone
00:28:04 00:28:05 what it takes to grow YouTube channel,
00:28:05 00:28:10 one of my favorite stories is from day one to year one,
00:28:10 00:28:14 that whole 365 days I made $8 on YouTube
00:28:14 00:28:18 because that makes everyone else be like, oh yeah,
00:28:18 00:28:19 it wasn't until like year three
00:28:19 00:28:23 where it was a six figure business, it just took forever.
00:28:23 00:28:25 And most people wouldn't do something for a year
00:28:25 00:28:26 and see no results.
00:28:26 00:28:28 Like you wouldn't go to the gym for a year
00:28:28 00:28:30 and you were exactly the same.
00:28:30 00:28:33 But I found with YouTube that's just sort of how it works.
00:28:33 00:28:35 Other platforms like TikTok, they work different.
00:28:35 00:28:39 Like I had exponential growth in that within like six months
00:28:39 00:28:42 and got to the YouTube numbers way shorter, but again,
00:28:42 00:28:45 back to I think we were toking about
00:28:45 00:28:48 who should be the face, I think you gotta be the expert.
00:28:48 00:28:49 - Well, and and you've perfectly transitioned
00:28:49 00:28:50 to my next question,
00:28:50 00:28:52 which is how the heck do we come up with topic ideas
00:28:52 00:28:56 and I wanna wanna dig in a little bit on this story stuff,
00:28:56 00:28:59 but first I wanna just ask at a higher level,
00:28:59 00:29:01 are there a couple, cause okay,
00:29:01 00:29:05 let's say it's gonna be me, whoever's listening to this,
00:29:05 00:29:08 and we kind of have an idea who we wanna reach.
00:29:08 00:29:09 We kind of know why we wanna do it
00:29:09 00:29:12 and what our intent is and stuff like that.
00:29:12 00:29:16 Coming up with topical ideas obviously is a struggle,
00:29:16 00:29:17 especially if you're saying, hey,
00:29:17 00:29:20 the days of making videos for search
00:29:20 00:29:22 are kind of not really ideal anymore.
00:29:22 00:29:26 So how do we come up with ideas,
00:29:26 00:29:28 do you have any recommendations on how to come up
00:29:28 00:29:30 with a list of ideas?
00:29:30 00:29:33 - Yeah, this is another sort of thing I've learned over time
00:29:33 00:29:37 because I always thought your video should start with
00:29:37 00:29:38 how to do something.
00:29:38 00:29:41 That's what I thought people are searching for.
00:29:41 00:29:43 And I was using, I mean I still use it to this day,
00:29:43 00:29:45 but there's a couple of tools like Two Buddies
00:29:45 00:29:46 shows you search volume
00:29:46 00:29:49 and there's this other platform called Uber Suggest
00:29:49 00:29:51 outside of YouTube where you could see how many people
00:29:51 00:29:53 are searching things on Google and YouTube.
00:29:53 00:29:55 So I was using those in combination
00:29:55 00:29:56 and kind of making a list.
00:29:56 00:30:00 But when you start on a YouTube channel,
00:30:00 00:30:02 I think that still works pretty well
00:30:02 00:30:05 if you combine it with another strategy.
00:30:05 00:30:07 So I don't think it should be search only,
00:30:07 00:30:09 I think it should be search
00:30:09 00:30:11 and you should go after suggested videos,
00:30:11 00:30:13 those are the videos that YouTube for example,
00:30:13 00:30:16 and TikTok just works off suggested right now
00:30:16 00:30:18 where they show the video to the people they think
00:30:18 00:30:20 are your ideal viewers.
00:30:20 00:30:23 So with the suggested video, what I ended up doing is,
00:30:23 00:30:26 for example, like if I come up with a video idea
00:30:26 00:30:29 from Two Buddy,
00:30:29 00:30:32 it says how to grow YouTube channel to 1,000 subscribers.
00:30:32 00:30:34 That's a search-based title.
00:30:34 00:30:37 But then what you could do is not just call it that,
00:30:37 00:30:41 but say this one trick blew up my YouTube channel.
00:30:41 00:30:46 Now YouTube, I've never had YouTube really suggest
00:30:46 00:30:48 any of my search-based content.
00:30:48 00:30:50 So if I say how to start a YouTube channel,
00:30:50 00:30:52 it's gonna be if people search that.
00:30:52 00:30:56 But when you have clickable video titles
00:30:56 00:30:58 and then the thumbnail has to go along with that title,
00:30:58 00:31:01 so it should be like maybe I hold a ball that's blurry,
00:31:01 00:31:03 you have no idea what I'm toking about.
00:31:03 00:31:06 You're like, what's this one trick?
00:31:06 00:31:09 And in the video, I make sure I deliver,
00:31:09 00:31:11 I do mention this one trick in a way
00:31:11 00:31:14 that it keeps you retained throughout the video.
00:31:14 00:31:16 Maybe it has multiple elements to it.
00:31:16 00:31:18 That works so much faster
00:31:18 00:31:20 than just making search-based content.
00:31:20 00:31:22 So when people start out,
00:31:22 00:31:24 I always say start with search
00:31:24 00:31:28 and then throw in some suggested concepts,
00:31:28 00:31:30 meaning concepts that are just clickable
00:31:30 00:31:33 that if YouTube was a person, you're like yeah,
00:31:33 00:31:37 if I told someone, hey, this one trick changed my life,
00:31:37 00:31:39 I like I gotta click on this thing,
00:31:39 00:31:41 and then you gotta deliver once they click on it.
00:31:41 00:31:44 So I combine those two and then I make a list
00:31:44 00:31:47 so my list has kind of two columns to it.
00:31:47 00:31:50 One is the search-based content so if I use Two Buddy,
00:31:50 00:31:51 I just type in like for example
00:31:51 00:31:54 if I'm making YouTube content how to grow on YouTube.
00:31:54 00:31:57 And it gives me a whole bunch of suggestions,
00:31:57 00:32:00 how to get 100 subscriber, 1,000, 10,000.
00:32:00 00:32:02 Then I take those and that's my column
00:32:02 00:32:04 where I make this kind of master list.
00:32:04 00:32:06 I add to it like once a month,
00:32:06 00:32:08 I don't know, it has like 1500 title.
00:32:08 00:32:10 - What do you call that column on the left?
00:32:10 00:32:12 - That's just search-based column I call it.
00:32:12 00:32:15 So that's just titles that I have search-based column
00:32:15 00:32:19 and those are what I've come up with through my research.
00:32:19 00:32:23 Then the column next to it is I call the suggested videos
00:32:23 00:32:27 and those are me taking the search-based title
00:32:27 00:32:29 and thinking of a way to change it
00:32:29 00:32:31 where it's kind of the same idea
00:32:31 00:32:33 and the video could exactly be the same,
00:32:33 00:32:35 like the content of the video.
00:32:35 00:32:35 But then I'm like, okay,
00:32:35 00:32:38 how can this be a lot more clickable?
00:32:38 00:32:41 Now for example, for my filmmaking channel,
00:32:41 00:32:42 that's all I do there.
00:32:42 00:32:45 I don't even make really search-based content anymore.
00:32:45 00:32:47 I started with this strategy,
00:32:47 00:32:51 now it's like anytime I go at bats and I make a video,
00:32:51 00:32:53 it's like how do I make a video
00:32:53 00:32:55 that people are gonna click on?
00:32:55 00:32:56 Like the video I'm making right now
00:32:56 00:32:59 is this one book changed my video business.
00:33:00 00:33:03 And I don't show the book in the thumbnail,
00:33:03 00:33:06 it's just like makes you wanna be like oh,
00:33:06 00:33:09 there's one book that could change your video business,
00:33:09 00:33:11 but if I made a how to title of it,
00:33:11 00:33:15 I bet you maybe 30% of people will click cause it's--
00:33:15 00:33:18 - I've gotta ask, I love this,
00:33:18 00:33:20 did you in the beginning look at...
00:33:20 00:33:22 Did you take the search query like how to grow
00:33:22 00:33:24 a YouTube channel and then look at the titles
00:33:24 00:33:26 of all the suggested videos and notike
00:33:26 00:33:28 that they were completely different?
00:33:28 00:33:30 Is this how you came to this discovery
00:33:30 00:33:31 or was this just trial and error?
00:33:31 00:33:32 Do you understand what I'm asking?
00:33:32 00:33:35 - Yes, so I guess a combination,
00:33:35 00:33:38 because if use the search bar on YouTube,
00:33:38 00:33:41 you're gonna see videos that almost have that same title,
00:33:41 00:33:42 but if you look on the side,
00:33:42 00:33:45 you're like is suggesting videos that are different.
00:33:45 00:33:47 They don't say how to do something,
00:33:47 00:33:48 but they're in the same world.
00:33:48 00:33:51 So that I think gave me some idea on why I should do that,
00:33:51 00:33:53 but it was really the filmmaking channel
00:33:53 00:33:56 and when it personally just took off.
00:33:57 00:33:59 And in the world of filmmaking, by the way,
00:33:59 00:34:01 there's not that many people,
00:34:01 00:34:03 at least in the video production filmmaking,
00:34:03 00:34:06 so when I get like 60,000 views on a video,
00:34:08 00:34:08 that's a big deal.
00:34:08 00:34:11 On Howfinity, that would be like not a good video.
00:34:11 00:34:13 It's gotta get a million views for me to be excited.
00:34:13 00:34:16 But in that world it's like that's everyone.
00:34:17 00:34:18 You got like most of the people
00:34:18 00:34:20 that are gonna ever watch a content like that.
00:34:20 00:34:22 So when that started happening to me,
00:34:22 00:34:24 I use it all over the place.
00:34:24 00:34:26 I use it on TikTok, I use it on Instagram.
00:34:26 00:34:28 I changed the format of my TikTok videos
00:34:28 00:34:30 where they're like how can I...
00:34:30 00:34:32 Sort of like the same way,
00:34:32 00:34:34 are you gonna click on TikTok is a little different,
00:34:34 00:34:35 are you gonna stay?
00:34:35 00:34:38 So I'm gonna say the craziest thing in the first minute,
00:34:38 00:34:39 I'm gonna show you something
00:34:39 00:34:41 on your iPhone that's gonna blow your mind,
00:34:41 00:34:43 I'll say something like that in the first like two seconds
00:34:43 00:34:45 and then those videos sometimes get three, four,
00:34:45 00:34:46 five million views.
00:34:46 00:34:48 Like the video last we got six million views
00:34:48 00:34:51 cause instead of making it suggestive for YouTube,
00:34:51 00:34:55 I just made it where I just focus on the first two seconds
00:34:55 00:34:58 and make sure I retain you for the rest of it and I deliver.
00:34:58 00:35:00 I think it works across all classes.
00:35:00 00:35:01 - I have to ask this question.
00:35:01 00:35:03 I mean I know Mr. Beast does this kind of stuff too
00:35:03 00:35:04 on a lot of his videos,
00:35:04 00:35:06 like he'll have some sort of outrageous claim
00:35:07 00:35:10 that happens in the first couple seconds of the video.
00:35:10 00:35:12 But from a creator perspective,
00:35:12 00:35:15 how do you not give away the punchline?
00:35:15 00:35:19 Like if you're doing this book changed my video career
00:35:19 00:35:22 or whatever, like what's your filler material?
00:35:22 00:35:23 How do you keep people watching?
00:35:23 00:35:25 Do you understand what I'm asking?
00:35:25 00:35:27 - Yeah, so the one thing I found,
00:35:27 00:35:30 and sometimes I get a comment where people do get upset
00:35:30 00:35:32 at this, but I think it works really well.
00:35:32 00:35:36 So in that video, I show the book right away.
00:35:36 00:35:38 So you think it's over, people are gonna click off.
00:35:38 00:35:40 But what I like to say within the video
00:35:40 00:35:43 is I usually have a numbered list.
00:35:43 00:35:46 This book taught me five things that changed my life
00:35:46 00:35:48 or whatever, changed my video production business.
00:35:48 00:35:50 And then I typically try,
00:35:50 00:35:51 and I don't do this all the time
00:35:51 00:35:54 cause I think people sometimes don't like when you do that,
00:35:54 00:35:56 but I leave something for the end and I'll just give you
00:35:56 00:36:00 one advanced bonus that he mentions at the end of the book
00:36:00 00:36:02 that I think you were gonna really find useful.
00:36:02 00:36:06 So the numbered list I think keeps their retention.
00:36:06 00:36:09 The little bonus at the end keeps you maybe till the end.
00:36:09 00:36:10 Some people are gonna be like hey,
00:36:10 00:36:11 why'd you leave the good stuff till the end?
00:36:11 00:36:14 So I watch the whole video, I'm like yeah, well kind of.
00:36:15 00:36:18 - I'm hearing you say then is hey,
00:36:18 00:36:23 this book transformed my thinking about film production.
00:36:24 00:36:27 And then you say I'm going to share with you...
00:36:27 00:36:28 I'm gonna tell you the title of the book
00:36:28 00:36:30 but I'm gonna tell you five reasons why
00:36:30 00:36:31 and stik around to the end
00:36:31 00:36:33 because I've got this really killer thing
00:36:33 00:36:34 I wanna share at the end.
00:36:34 00:36:36 Then you reveal the book and then you say
00:36:36 00:36:37 here's the first reason why,
00:36:37 00:36:39 the second reason why, the third reason why,
00:36:39 00:36:41 and the fourth and the fifth.
00:36:41 00:36:44 So you are delivering on the punchline really soon,
00:36:44 00:36:46 which is this changed everything,
00:36:46 00:36:48 but then the bigger question is why,
00:36:48 00:36:50 and you're fulfilling the why
00:36:50 00:36:52 throughout the rest of the story, is that correct?
00:36:52 00:36:53 - Yeah, that's exactly right.
00:36:53 00:36:56 And even if I was making content for YouTube,
00:36:56 00:37:00 it would be like seven ways to utilize YouTube shorts
00:37:00 00:37:02 to grow your business.
00:37:02 00:37:05 So it would just keep you engaged throughout the video
00:37:05 00:37:08 because if I just say how YouTube shorts
00:37:08 00:37:11 could generate leads for your business,
00:37:11 00:37:13 then I don't really have the structure.
00:37:13 00:37:15 It doesn't even have to be the title.
00:37:15 00:37:18 The title could be YouTube shorts changing your business,
00:37:18 00:37:21 but the structure has to give you a reason to keep going.
00:37:21 00:37:23 Every time I've done this number structure
00:37:23 00:37:26 with a bonus at the end and I look at my retention graph,
00:37:26 00:37:28 most of the times I break 50%,
00:37:28 00:37:31 which if you've never looked at it, that sounds low,
00:37:31 00:37:32 but in the world--
00:37:32 00:37:33 - That's very good.
00:37:33 00:37:36 - Yeah, if you break 50% on YouTube,
00:37:36 00:37:39 I mean Mr. Beast tries to get 70%
00:37:39 00:37:40 and he makes the most insane videos
00:37:40 00:37:45 and still 70% is his goal because people are gonna drop off,
00:37:45 00:37:47 you're gonna lose like 20% of people
00:37:47 00:37:49 in the first like five seconds no matter what you do.
00:37:49 00:37:54 So I kind of learned that from just kind of practiking.
00:37:54 00:37:57 - So you mentioned earlier
00:37:57 00:37:59 about telling stories as a big part of teaching.
00:37:59 00:38:02 So can you explain how storytelling
00:38:02 00:38:04 can work its way into these kinds of videos?
00:38:06 00:38:06 - So this is a good example
00:38:06 00:38:08 of what we were just toking about.
00:38:08 00:38:11 So if you were toking about multiple different tips,
00:38:11 00:38:15 if you, in tip number three for example,
00:38:15 00:38:17 it would be for this book for example
00:38:17 00:38:19 was toking about how to make sure your clients pay you.
00:38:19 00:38:21 That's one of the things that was mentioned
00:38:21 00:38:23 in the book as one of the tips.
00:38:23 00:38:26 So then I could share a personal story
00:38:26 00:38:28 of exactly how that affected me.
00:38:28 00:38:31 So this is why back to some of the earlier points,
00:38:31 00:38:34 if you're the expert and you have personal experience,
00:38:34 00:38:36 that part of the scripting of the video,
00:38:36 00:38:37 and I kind of bullet point this,
00:38:37 00:38:41 I never write out the full script, but I'm like okay,
00:38:41 00:38:44 tip number three is this, share a personal story.
00:38:44 00:38:47 I write that and then I'll leave a little hint for myself
00:38:47 00:38:49 and I like throw up on the teleprompter.
00:38:49 00:38:51 I'm like oh, the the hint is this.
00:38:51 00:38:52 And I'm like, oh this one guy didn't pay me,
00:38:52 00:38:54 this is what I did and he worked for me
00:38:54 00:38:57 and the book says exactly to do the same and I've done it
00:38:57 00:38:59 three times now and it worked every single time
00:38:59 00:39:02 and I've never not got paid from an invoice.
00:39:02 00:39:05 So that's how I kind of tie that in.
00:39:05 00:39:07 And they have to be very relevant to your point,
00:39:07 00:39:09 especially in teaching format.
00:39:09 00:39:11 I found that if I go off tangent
00:39:11 00:39:13 and tell a separate story,
00:39:13 00:39:16 that's where I watch my retention graph.
00:39:16 00:39:18 I love retention graphs cause I could see like,
00:39:18 00:39:20 oh you did this new thing
00:39:20 00:39:23 where you just told this random story and everyone left,
00:39:23 00:39:25 or 20 more percent of people left
00:39:25 00:39:27 where normally the graph is just down slope
00:39:27 00:39:29 but not drop off.
00:39:29 00:39:31 So then I change it the next time.
00:39:31 00:39:32 And again with the channels
00:39:32 00:39:33 that I have that are more focused,
00:39:33 00:39:35 that are not just like the filmmaking channel,
00:39:35 00:39:37 it's so much easier to do that
00:39:37 00:39:39 because I always deliver the same content.
00:39:39 00:39:41 So if I do something different,
00:39:41 00:39:43 like did I go up or did I drop it down
00:39:43 00:39:44 and then I change it the next time,
00:39:44 00:39:46 but personal stories are huge.
00:39:47 00:39:50 - You said that you spent like three days filming a video
00:39:50 00:39:52 just about ants and you said now,
00:39:52 00:39:54 you can get videos done in like an hour.
00:39:54 00:39:56 So what's the process?
00:39:56 00:40:00 How do you get your videos done more efficiently now?
00:40:00 00:40:03 What can you share with us?
00:40:03 00:40:05 - So in the world of video production,
00:40:05 00:40:06 it's still super slow.
00:40:06 00:40:08 So when I do work for clients,
00:40:08 00:40:11 it's so much different than my content creation workflow.
00:40:11 00:40:14 It's like when someone sees my content creation workflow,
00:40:14 00:40:16 they'll be super confused if they only know me
00:40:16 00:40:18 from video production cause in video production,
00:40:18 00:40:20 you show up with these big pelican cases,
00:40:20 00:40:23 everything is in like cases and you gotta take them out,
00:40:23 00:40:25 you gotta build your camera.
00:40:25 00:40:28 We have something called prep day for building our camera.
00:40:28 00:40:29 It's like a six hour thing.
00:40:29 00:40:31 You gotta like just prep your gear.
00:40:32 00:40:34 In this world I just like press record.
00:40:34 00:40:37 So what I learned, and this took me a long time
00:40:37 00:40:39 cause I just had that mindset of like, hey,
00:40:39 00:40:40 take out your camera outta the case,
00:40:40 00:40:41 set up the light.
00:40:41 00:40:44 So now I have two studios that are just set up like this.
00:40:44 00:40:45 This is where I do my screen recording
00:40:45 00:40:48 so I have my computer, I have a switcher,
00:40:48 00:40:50 I have this microphone and I have another microphone,
00:40:50 00:40:52 whichever I decide to use for that day.
00:40:52 00:40:53 The lights are on,
00:40:53 00:40:56 it's all like voice activated with the little Alexa thing
00:40:56 00:40:58 and I just say turn on studio
00:40:58 00:41:01 and then I just press record and then I just go.
00:41:01 00:41:05 So as long as I spend 10 minutes outlining the thing,
00:41:05 00:41:06 so I know what I'm toking about
00:41:06 00:41:07 cause I can't just press record,
00:41:07 00:41:09 I don't understand when people just say
00:41:09 00:41:11 just press record and then do stuff.
00:41:11 00:41:14 I don't know how that comes across, but I always outline,
00:41:14 00:41:17 then I take 10 minutes then press record.
00:41:17 00:41:21 So I know my titles from my master list, I outline that.
00:41:21 00:41:23 Then when I sit down I know exactly what I'm gonna say.
00:41:23 00:41:25 It's up on my teleprompter, I just take it from the laptop,
00:41:25 00:41:27 put it there and I just tok
00:41:27 00:41:29 like how I'm toking to you now.
00:41:29 00:41:30 I like it conversational.
00:41:30 00:41:33 In video production, it's all like polished
00:41:33 00:41:34 and I would never sound like this,
00:41:34 00:41:37 but I think in the world of just social media,
00:41:37 00:41:38 on any of them really,
00:41:38 00:41:40 I think it works a lot better when you just tok
00:41:40 00:41:41 like a human to human
00:41:41 00:41:44 cause that's I think the personal connection that you build.
00:41:44 00:41:47 And basically, the editing process is pretty simple for me.
00:41:47 00:41:51 I have an editor that when I finish the video,
00:41:51 00:41:54 it's one file, I use this little switcher here.
00:41:54 00:41:56 So sometimes I have like a overhead cam
00:41:56 00:42:00 or I cut to my computer and it all just makes one video file
00:42:00 00:42:04 so I don't have to combine bunch of different video files.
00:42:04 00:42:05 I give that to the editor,
00:42:05 00:42:07 they spice it up with some graphic.
00:42:07 00:42:10 I also tell the editor don't spend more than like three,
00:42:10 00:42:13 four hours on this because I want this.
00:42:13 00:42:16 And they usually give it back to me like the next day.
00:42:16 00:42:19 And then since we have a schedule for the videos,
00:42:19 00:42:21 then we just publish it
00:42:21 00:42:23 and we just do the search engine type stuff with the title
00:42:23 00:42:25 and with the description.
00:42:25 00:42:26 And then I have another person
00:42:26 00:42:27 that just makes the thumbnail.
00:42:27 00:42:29 So it's just like really polished.
00:42:29 00:42:34 I do everything except the editing and the thumbnail,
00:42:34 00:42:36 everything else has sort of been me.
00:42:36 00:42:38 I think at some point I could get a writer
00:42:38 00:42:40 to help me just kind of flush out,
00:42:40 00:42:41 but I'm just used to going off the script
00:42:41 00:42:43 and using bullet points,
00:42:43 00:42:45 but I think if you were to like systemize it,
00:42:45 00:42:47 that will be the next step and that's it.
00:42:47 00:42:50 With that I could do a batch recording session on a Sunday
00:42:50 00:42:52 and get seven videos done
00:42:52 00:42:54 because it just kind of becomes a system
00:42:54 00:42:57 and I don't think I could ever honestly go back
00:42:57 00:42:58 to the days of shooting it
00:42:58 00:43:01 like I would shoot for a client and set off shots
00:43:01 00:43:05 for an ants just to get a close up to me like 30 minutes,
00:43:05 00:43:07 and like, oh, the lighting's not good.
00:43:07 00:43:10 Let me add a hair light, let me add this light.
00:43:10 00:43:12 I think those days are over for me.
00:43:12 00:43:14 - I love, I love, I love, I love the idea
00:43:14 00:43:16 that you've created essentially a set
00:43:16 00:43:18 that you can just flip on
00:43:18 00:43:20 and then you can sit down and you can hit record.
00:43:20 00:43:23 I think that is so cool because so many people
00:43:23 00:43:25 like get caught up in all the details
00:43:25 00:43:26 and once you have that set,
00:43:26 00:43:28 you can just use that same set for every one of your videos.
00:43:28 00:43:30 I would imagine most of your YouTube videos
00:43:30 00:43:31 have the same background.
00:43:31 00:43:33 Is that fair assessment?
00:43:33 00:43:35 - Yeah, I build a new set this past year.
00:43:35 00:43:38 So that's not here, but this is just a bedroom.
00:43:38 00:43:40 This is like a 12 by 12 square foot bedroom
00:43:40 00:43:41 that's just empty in my house.
00:43:41 00:43:44 So this is more efficient than the other one that...
00:43:44 00:43:46 But this one, I mean I still think
00:43:46 00:43:48 I could do more to the background,
00:43:48 00:43:50 but it works for what I need it to work for.
00:43:50 00:43:52 So these two lights just light me up.
00:43:52 00:43:55 I sit down and I literally never set up anything.
00:43:55 00:43:58 The most I might do is I grab this microphone
00:43:58 00:44:01 that's out of the shot and like bring it into the shot
00:44:01 00:44:03 and I just press record and then it records
00:44:03 00:44:05 on like this little hard drive.
00:44:05 00:44:07 So then this little hard drive,
00:44:07 00:44:10 I upload that one file into like a Dropbox folder
00:44:10 00:44:12 that the editor has a link to.
00:44:12 00:44:13 They don't have to sit next to me.
00:44:13 00:44:15 They could be anywhere.
00:44:15 00:44:17 They edit it, they sent me a Dropbox link back,
00:44:17 00:44:19 I uploaded to YouTube.
00:44:19 00:44:20 When I wasn't doing that honestly,
00:44:20 00:44:24 it always felt like a chore to make a video.
00:44:24 00:44:25 I was like, oh man,
00:44:25 00:44:27 it's gonna take me like 20 minutes to set up.
00:44:27 00:44:30 And the funny part is, for a while,
00:44:30 00:44:32 I was using our video production company gear,
00:44:32 00:44:34 so the lights and the cameras and everything
00:44:34 00:44:38 and then we would go on a shoot or I would send Andrew
00:44:38 00:44:41 on a shoot or someone else and I would pack this stuff up
00:44:41 00:44:43 and then when I'm like, ah,
00:44:43 00:44:45 I can't record a YouTube video so I was like, okay,
00:44:45 00:44:46 this doesn't work.
00:44:46 00:44:48 I'm gonna buy just all this stuff for this set
00:44:48 00:44:49 and the other set.
00:44:49 00:44:51 So this microphone, this camera, this lens,
00:44:51 00:44:53 none of it ever moves.
00:44:53 00:44:54 Cause before I was like,
00:44:54 00:44:57 now I have production equipment for my production company.
00:44:57 00:44:59 Those cameras never get used for YouTube
00:44:59 00:45:01 and these never get used for that.
00:45:01 00:45:04 - Saj, this has been really fascinating.
00:45:04 00:45:06 If people want to check you out,
00:45:06 00:45:08 where do you wanna send them?
00:45:08 00:45:09 Do you have a website?
00:45:09 00:45:11 Do you wanna send to your YouTube channel and also,
00:45:11 00:45:12 do you have a favorite social platform
00:45:12 00:45:15 if people wanna connect with you online.
00:45:15 00:45:17 - I think the best place is sajadibs.com.
00:45:17 00:45:20 Just my name, S-A-J A-D-I-B-S.com.
00:45:20 00:45:22 That's where I really tok more about content creation.
00:45:22 00:45:24 You could see my free webinar and courses,
00:45:24 00:45:26 Tube Mentor's also there.
00:45:26 00:45:28 For everything else and all social media platforms,
00:45:28 00:45:31 I do check TikTok and I check YouTube comments.
00:45:31 00:45:33 So all of those are under Howfinity.
00:45:33 00:45:36 So if you wanna find me on TikTok or on YouTube,
00:45:36 00:45:40 I will respond under Howfinity.
00:45:40 00:45:41 - Saj Adibs, thank you so much for answering
00:45:41 00:45:43 all my questions and sharing
00:45:43 00:45:44 your really extensive background with us.
00:45:44 00:45:46 We're way better because of it.
00:45:46 00:45:48 - Thanks Michael, it was a pleasure.

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