YouTube Video Success Recipe Revealed
Published on: December 5 2022 by Social Media Examiner
YouTube Video Success Recipe Revealed
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YouTube Video Success Recipe Revealed
| startTime | durationTime | text |
| 00:00:00 | 00:00:03 | - I think that the key term when it comes to YouTube |
| 00:00:03 | 00:00:06 | in today's world is not search based content, |
| 00:00:06 | 00:00:10 | it's intent based content. |
| 00:00:10 | 00:00:11 | What content do I need to be creating |
| 00:00:11 | 00:00:15 | that's getting in front of the intent that I can predict |
| 00:00:15 | 00:00:19 | for my ideal viewer and the creator |
| 00:00:19 | 00:00:21 | who understands the viewer best wins. |
| 00:00:21 | 00:00:24 | The marketer who understands the viewer best wins. |
| 00:00:26 | 00:00:29 | - Today I'm very excited to be joined by Sean Cannell. |
| 00:00:29 | 00:00:30 | If you don't know who Sean is, |
| 00:00:30 | 00:00:31 | he's the founder of Think Media, |
| 00:00:31 | 00:00:35 | a company that helps marketers sell more with YouTube. |
| 00:00:35 | 00:00:38 | He's also coauthor of "YouTube Secrets" |
| 00:00:38 | 00:00:41 | and cohost of the Think Media podcast. |
| 00:00:41 | 00:00:42 | Welcome back to the show, Sean. |
| 00:00:42 | 00:00:43 | How you doing today? |
| 00:00:43 | 00:00:47 | - Mike, I am so fired up for being back with you. |
| 00:00:47 | 00:00:48 | Absolutely love this show. |
| 00:00:48 | 00:00:50 | I'm a listener myself and I'm excited to tok |
| 00:00:50 | 00:00:52 | about YouTube today. - Sweet. |
| 00:00:52 | 00:00:54 | Well today, Sean and I are gonna explore |
| 00:00:54 | 00:00:56 | the critikal elements of creating |
| 00:00:56 | 00:00:58 | a successful video on YouTube. |
| 00:00:58 | 00:01:02 | And I wanna start with my first question, which is, |
| 00:01:02 | 00:01:04 | there are a lot of people listening right now Sean |
| 00:01:04 | 00:01:07 | who are maybe not on YouTube, |
| 00:01:07 | 00:01:08 | they might be a little skeptikal, |
| 00:01:08 | 00:01:10 | Maybe they're all on an Instagram, |
| 00:01:10 | 00:01:12 | maybe they're all in on TikTok, but they're like, |
| 00:01:12 | 00:01:16 | meh, YouTube, organic YouTube, why? |
| 00:01:16 | 00:01:18 | Make the case to the skeptiks. |
| 00:01:18 | 00:01:19 | What's the advantage to YouTube? |
| 00:01:20 | 00:01:22 | - Yeah. |
| 00:01:22 | 00:01:24 | What I love about YouTube is 65% |
| 00:01:24 | 00:01:28 | of people go to YouTube to solve a problem. |
| 00:01:28 | 00:01:31 | And every marketer listening to this there's problems |
| 00:01:31 | 00:01:34 | they solve whether it's their products, their programs, |
| 00:01:34 | 00:01:36 | their services, their physical products, their supplements, |
| 00:01:36 | 00:01:40 | whatever it is, and people are going to YouTube, |
| 00:01:40 | 00:01:42 | they wanna answer those questions. |
| 00:01:42 | 00:01:45 | I think we can relate to this because maybe you've had a, |
| 00:01:45 | 00:01:48 | you needed to change this CD player in your Honda Accord. |
| 00:01:48 | 00:01:50 | And so you went to YouTube. |
| 00:01:50 | 00:01:51 | There's a video on that. |
| 00:01:51 | 00:01:53 | You were trying to fix your dishwasher |
| 00:01:53 | 00:01:57 | of your Whirlpool W261 and you went to YouTube |
| 00:01:57 | 00:01:59 | and sure enough there was an answer there, |
| 00:01:59 | 00:02:02 | but maybe it comes to solving social media problems, |
| 00:02:02 | 00:02:04 | sales problems, CRM problems. |
| 00:02:04 | 00:02:06 | People are going to YouTube looking for answers. |
| 00:02:06 | 00:02:08 | So this is a huge opportunity for marketers |
| 00:02:08 | 00:02:11 | to create content that gets in front |
| 00:02:11 | 00:02:15 | of your ideal audience that can bring you ultimately views, |
| 00:02:15 | 00:02:19 | but also leads and even sales on autopilot. |
| 00:02:19 | 00:02:22 | YouTube's really a long play when you go organic. |
| 00:02:22 | 00:02:25 | As direct response marketers you can do YouTube ads |
| 00:02:25 | 00:02:29 | or you can do Facebook ads or banner click, |
| 00:02:29 | 00:02:30 | advertising and all kinds of things |
| 00:02:30 | 00:02:32 | to maybe get a response quickly. |
| 00:02:32 | 00:02:34 | But YouTube's kinda like farming, like gardening. |
| 00:02:34 | 00:02:37 | As you put out really strategic content over time |
| 00:02:37 | 00:02:42 | you can create an amazing amount of inbound traffic |
| 00:02:42 | 00:02:44 | for your business and brand. |
| 00:02:44 | 00:02:45 | And for example, Think Media right now |
| 00:02:45 | 00:02:49 | gets around 3,500 views on our content, |
| 00:02:49 | 00:02:53 | that's my YouTube channel every 60 minutes, Mike. |
| 00:02:53 | 00:02:54 | - Wow. - Every hour |
| 00:02:54 | 00:02:56 | we have 3,500 people watch our content |
| 00:02:56 | 00:03:00 | and that's pretty much not because of posting new content. |
| 00:03:00 | 00:03:02 | That's because of evergreen content |
| 00:03:02 | 00:03:04 | that we've posted on YouTube over the years. |
| 00:03:04 | 00:03:05 | Has it been easy? |
| 00:03:05 | 00:03:07 | No. |
| 00:03:07 | 00:03:07 | Is it worth it? |
| 00:03:07 | 00:03:09 | You gotta be kidding me. |
| 00:03:09 | 00:03:12 | That much traffic coming in when I'm on vacation |
| 00:03:12 | 00:03:14 | with my wife and son or when I'm working |
| 00:03:14 | 00:03:16 | on another project or writing my next book, |
| 00:03:16 | 00:03:21 | YouTube is building my business in a truly passive way |
| 00:03:21 | 00:03:25 | and so that's why I love YouTube organic. |
| 00:03:25 | 00:03:29 | - Yeah, we get about 400,000 views a month |
| 00:03:29 | 00:03:31 | on our YouTube channel which is, |
| 00:03:31 | 00:03:33 | we've invested heavily in the last few years. |
| 00:03:33 | 00:03:38 | And there is 100% what's unique about YouTube |
| 00:03:38 | 00:03:40 | and you've nailed it is that they will go out |
| 00:03:40 | 00:03:42 | and they will find you an audience. |
| 00:03:42 | 00:03:45 | Where with Facebook, for example, you know, |
| 00:03:45 | 00:03:47 | you have your page and you have your audience. |
| 00:03:47 | 00:03:49 | And you're lucky if a tiny little fragment |
| 00:03:49 | 00:03:51 | of those people that are followers |
| 00:03:51 | 00:03:53 | are going to see that content. |
| 00:03:53 | 00:03:56 | Facebook does not generally speaking, |
| 00:03:56 | 00:03:58 | go out of its way to find you a new audience |
| 00:03:58 | 00:03:59 | for all the content you produce. |
| 00:03:59 | 00:04:02 | But YouTube tries to find you the right audience |
| 00:04:02 | 00:04:04 | whether they are subscribers or not. |
| 00:04:04 | 00:04:06 | Why don't you tok a little bit about, |
| 00:04:06 | 00:04:08 | it doesn't matter if they're subscribers or not, |
| 00:04:08 | 00:04:09 | just tok about that a little bit |
| 00:04:09 | 00:04:10 | because so many people are focused |
| 00:04:10 | 00:04:12 | on growing their subscribers but YouTube's gonna |
| 00:04:12 | 00:04:14 | find 'em whether they subscribe or not, right? |
| 00:04:14 | 00:04:15 | - Yeah. |
| 00:04:15 | 00:04:18 | And what kind of excites me and I think a 2022 term |
| 00:04:18 | 00:04:21 | that I would love for us to think about as marketers |
| 00:04:21 | 00:04:26 | is a lot of people will say that search traffic |
| 00:04:26 | 00:04:28 | from YouTube, YouTube is the second largest search engine |
| 00:04:28 | 00:04:31 | but it's not the most valuable traffic source. |
| 00:04:31 | 00:04:34 | It's only like maybe 12% of the views on YouTube. |
| 00:04:34 | 00:04:36 | However, I think that the key term |
| 00:04:36 | 00:04:39 | when it comes to YouTube in today's world |
| 00:04:39 | 00:04:44 | is not search based content, it's intent based content. |
| 00:04:44 | 00:04:48 | And what we teach is ultimately that yes, |
| 00:04:48 | 00:04:50 | when you position your content around search terms, |
| 00:04:50 | 00:04:52 | the same thing happens in the way, |
| 00:04:52 | 00:04:54 | and your question, YouTube finding you an audience, |
| 00:04:54 | 00:04:57 | that it's not just in gonna happen in necessarily |
| 00:04:57 | 00:05:00 | a linear search based way that people are gonna find you. |
| 00:05:00 | 00:05:03 | What YouTube is going to discover is what people want |
| 00:05:03 | 00:05:05 | to see and then they'll start placing their videos |
| 00:05:05 | 00:05:06 | in front of people. |
| 00:05:06 | 00:05:07 | Let's make it simple. |
| 00:05:07 | 00:05:09 | What's on your YouTube homepage right now? |
| 00:05:09 | 00:05:12 | If you're listening to this, what would we learn about you |
| 00:05:12 | 00:05:15 | if we logged into your phone or if we were |
| 00:05:15 | 00:05:17 | to go to your smart TV, open up YouTube |
| 00:05:17 | 00:05:19 | and see what's being recommended? |
| 00:05:19 | 00:05:22 | If we see a bunch of dog and cat videos being recommended, |
| 00:05:22 | 00:05:25 | we'd know that you really like watching, you know, |
| 00:05:25 | 00:05:26 | funny animal content on YouTube. |
| 00:05:26 | 00:05:30 | If we saw maybe different kind of politikal view content |
| 00:05:30 | 00:05:33 | from teachers on the left or on the right, |
| 00:05:33 | 00:05:35 | or rather news sites or outlets or personalities, |
| 00:05:35 | 00:05:37 | we'd kind of maybe know a little bit about you. |
| 00:05:37 | 00:05:40 | If we saw that maybe you were looking for, |
| 00:05:40 | 00:05:43 | you were dealing with maybe some chronic pain, |
| 00:05:43 | 00:05:46 | like I have been and so I look for wrist exercises |
| 00:05:46 | 00:05:49 | and carpal tunnel exercises, and I get recommended |
| 00:05:49 | 00:05:52 | cool content of how to stretch out |
| 00:05:52 | 00:05:54 | after working at the computer for a day. |
| 00:05:54 | 00:05:57 | And so YouTube starts suggesting videos on your homepage, |
| 00:05:57 | 00:05:59 | 'cause it learns what you want to see. |
| 00:05:59 | 00:06:02 | I think an understanding of how the YouTube algorithm works |
| 00:06:02 | 00:06:05 | in that way makes you as a marketer, say, okay, |
| 00:06:05 | 00:06:07 | what content do I need to be creating |
| 00:06:07 | 00:06:11 | that's getting in front of the intent that I can predict |
| 00:06:11 | 00:06:15 | for my ideal viewer and the creator who understands |
| 00:06:15 | 00:06:16 | the viewer best wins. |
| 00:06:16 | 00:06:19 | The marketer who understands the viewer best wins. |
| 00:06:19 | 00:06:22 | When you can kind of get into the conversation |
| 00:06:22 | 00:06:23 | that's happening in their mind at night, |
| 00:06:23 | 00:06:24 | what's keeping them up? |
| 00:06:24 | 00:06:27 | Trying to solve a money problem, trying to solve |
| 00:06:27 | 00:06:30 | a pain problem, trying to heal a relationship. |
| 00:06:30 | 00:06:31 | What is keeping them up at night? |
| 00:06:31 | 00:06:34 | Their intent will, YouTube will, |
| 00:06:34 | 00:06:38 | as they express their intent watch to or listen |
| 00:06:38 | 00:06:41 | to the Google who owns YouTube. |
| 00:06:41 | 00:06:43 | Even the very search terms you share on Google |
| 00:06:43 | 00:06:46 | if you're logged in with a Gmail, YouTube will start |
| 00:06:46 | 00:06:50 | even giving you different intent videos suggested over there |
| 00:06:50 | 00:06:51 | 'cause they know what you're asking |
| 00:06:51 | 00:06:53 | and your behavior on Google itself. |
| 00:06:53 | 00:06:57 | And so your expressed intent as far as how you're shopping |
| 00:06:57 | 00:06:59 | or even what you're searching for |
| 00:06:59 | 00:07:01 | and then certainly what you're watching on YouTube |
| 00:07:01 | 00:07:05 | is cultivating for you what they're recommending next. |
| 00:07:05 | 00:07:09 | Your goal is to get your content in front of the right |
| 00:07:09 | 00:07:10 | people or ultimately optimize your content |
| 00:07:10 | 00:07:14 | in the right way so that YouTube will put it |
| 00:07:14 | 00:07:16 | in front of the right people and that's where |
| 00:07:16 | 00:07:17 | the big opportunity is. |
| 00:07:17 | 00:07:21 | - Well folks now hopefully those of you that are skeptikal |
| 00:07:21 | 00:07:25 | understand the big opportunity and it is not too late. |
| 00:07:25 | 00:07:26 | That's the other side of it, it is not too late. |
| 00:07:26 | 00:07:28 | There's such a massive audience. |
| 00:07:28 | 00:07:32 | Sean, there's so many things that we as creators, |
| 00:07:32 | 00:07:35 | YouTubers, marketers do wrong. |
| 00:07:35 | 00:07:38 | And I know you've coached and advised so many people. |
| 00:07:38 | 00:07:41 | What are some of the big mistakes that you see people making |
| 00:07:41 | 00:07:42 | with YouTube, some of the ones that seem |
| 00:07:42 | 00:07:45 | to be happening over and over again that might be wise |
| 00:07:45 | 00:07:48 | for our audience to understand to avoid? |
| 00:07:48 | 00:07:53 | - Yeah, I think number one is not having a strategy, right, |
| 00:07:53 | 00:07:57 | is just going into YouTube without a plan. |
| 00:07:57 | 00:08:00 | If you fail to plan you plan to fail |
| 00:08:00 | 00:08:04 | and not having a strategy based on how YouTube works, |
| 00:08:04 | 00:08:06 | so not understanding YouTube itself. |
| 00:08:06 | 00:08:08 | And that's what I love about this show |
| 00:08:08 | 00:08:10 | and this entire social media examiner community |
| 00:08:10 | 00:08:14 | is each platform definitely has best practikes |
| 00:08:14 | 00:08:17 | and things you want to, need to master in order |
| 00:08:17 | 00:08:20 | to maximize the performance of that platform |
| 00:08:20 | 00:08:21 | for your end goal. |
| 00:08:21 | 00:08:22 | And so that's what I'd say number one |
| 00:08:22 | 00:08:25 | is actually just kind of going in uploading, |
| 00:08:25 | 00:08:27 | you know, kind of random videos, |
| 00:08:27 | 00:08:29 | being random in your approach to when you're posting |
| 00:08:29 | 00:08:30 | what you're posting. |
| 00:08:30 | 00:08:35 | And so I would challenge us, do you have a strategy? |
| 00:08:35 | 00:08:37 | And secondly, is it written down? |
| 00:08:37 | 00:08:38 | Like, do you have a plan? |
| 00:08:38 | 00:08:41 | Do you have even a very simple napkin plan |
| 00:08:41 | 00:08:44 | for what you're going to be doing on YouTube? |
| 00:08:44 | 00:08:45 | I think that's the first thing to get in place |
| 00:08:45 | 00:08:48 | so that you can maximize your time |
| 00:08:48 | 00:08:52 | and money and not waste time or money |
| 00:08:52 | 00:08:55 | which is the also energy that it takes investing |
| 00:08:55 | 00:08:57 | in creating content. |
| 00:08:57 | 00:08:59 | - Is there anything else that you typically |
| 00:08:59 | 00:09:01 | see people making mistakes on? |
| 00:09:01 | 00:09:03 | - Yeah, I think the biggest one probably |
| 00:09:03 | 00:09:06 | that I see the most is once you've maybe committed |
| 00:09:06 | 00:09:07 | to YouTube, you've even maybe thought |
| 00:09:07 | 00:09:09 | through what your strategy will be number two, overthinking. |
| 00:09:09 | 00:09:12 | I'm amen and I think we're all guilty. |
| 00:09:12 | 00:09:16 | There's so many areas of life where we overthink things, |
| 00:09:16 | 00:09:20 | but I know forgetting on camera for marketers even maybe, |
| 00:09:20 | 00:09:23 | maybe you feel comfortable making a Reel, |
| 00:09:23 | 00:09:25 | maybe you feel comfortable making a quick TikTok. |
| 00:09:25 | 00:09:27 | You don't mind making some Instagram stories, |
| 00:09:27 | 00:09:29 | but there's actually something about YouTube |
| 00:09:29 | 00:09:31 | that just feels intimidating too. |
| 00:09:31 | 00:09:32 | Oh, it's longer form content. |
| 00:09:32 | 00:09:34 | Or maybe I'm gonna try to do a video podcast. |
| 00:09:34 | 00:09:36 | Do I have all the gear? |
| 00:09:36 | 00:09:38 | So you start overthinking about that. |
| 00:09:38 | 00:09:41 | Then you start overthinking like man, I don't, |
| 00:09:41 | 00:09:42 | what am I gonna say? |
| 00:09:42 | 00:09:45 | Like, is it gonna grow too slow? |
| 00:09:45 | 00:09:47 | Is this gonna be worth my time? |
| 00:09:47 | 00:09:49 | What if I waste my time? |
| 00:09:49 | 00:09:51 | What if I'm uncomfortable on camera? |
| 00:09:51 | 00:09:53 | Man, overthinking. |
| 00:09:54 | 00:09:57 | And I think ultimately we like to encourage people |
| 00:09:57 | 00:09:59 | you have to start before you're ready. |
| 00:09:59 | 00:10:03 | You also can't steer a parked car. |
| 00:10:03 | 00:10:05 | - Okay, I like that. |
| 00:10:05 | 00:10:06 | I like that. - So, |
| 00:10:06 | 00:10:08 | if you are just starting on YouTube, |
| 00:10:08 | 00:10:11 | like what if my first videos are not very good? |
| 00:10:11 | 00:10:12 | No, they won't be. |
| 00:10:12 | 00:10:14 | Like your first videos are your worst videos. |
| 00:10:14 | 00:10:16 | Like you gotta start somewhere. |
| 00:10:16 | 00:10:18 | Like what if my strategy isn't perfect? |
| 00:10:18 | 00:10:20 | It doesn't matter. |
| 00:10:20 | 00:10:22 | You just get a simple napkin plan, start going |
| 00:10:22 | 00:10:25 | 'cause you can't steer a parked car. |
| 00:10:25 | 00:10:27 | Once you have momentum now you can make tweaks |
| 00:10:27 | 00:10:29 | to the process. |
| 00:10:29 | 00:10:30 | And I also think when it comes to overthinking |
| 00:10:30 | 00:10:31 | people- - Wait, wait, wait. |
| 00:10:31 | 00:10:33 | I wanna chime in on this car thing. |
| 00:10:33 | 00:10:35 | Anybody who has kids or remembers when you first |
| 00:10:35 | 00:10:37 | drove a car, you were horrible. |
| 00:10:37 | 00:10:38 | Like you didn't even know how to take a turn |
| 00:10:38 | 00:10:40 | without hitting a pole. - Yeah. |
| 00:10:40 | 00:10:42 | - You didn't know how to come to a stop fast enough. |
| 00:10:42 | 00:10:44 | Like, I love this. |
| 00:10:44 | 00:10:47 | Not only can you not steer a parked car, |
| 00:10:47 | 00:10:49 | but if you don't know how to drive a car, well guess what? |
| 00:10:49 | 00:10:52 | In the beginning, you're gonna suck at it, right? |
| 00:10:52 | 00:10:53 | In the beginning, you're gonna be horrible at it |
| 00:10:53 | 00:10:56 | because you don't understand it and the person |
| 00:10:56 | 00:10:58 | that maybe you're lucky enough to have someone |
| 00:10:58 | 00:11:01 | in the passenger seat saying brake, brake, you know. |
| 00:11:01 | 00:11:05 | But we know it's process and over time we get |
| 00:11:05 | 00:11:07 | so comfortable driving a car we don't even think twice |
| 00:11:07 | 00:11:08 | about it. |
| 00:11:08 | 00:11:10 | And I love that analogy because eventually |
| 00:11:10 | 00:11:12 | we're gonna learn some stuff today |
| 00:11:12 | 00:11:15 | that's gonna allow you to drive if you will |
| 00:11:15 | 00:11:20 | the creation process videos so that you can go |
| 00:11:20 | 00:11:22 | from a parked car to a car that's capable |
| 00:11:22 | 00:11:24 | of actually performing. |
| 00:11:24 | 00:11:25 | I don't know, I'm just throwing that out there. |
| 00:11:25 | 00:11:26 | - No, I love it. |
| 00:11:26 | 00:11:28 | And then of course there's the advanced stuff |
| 00:11:28 | 00:11:29 | which is like parallel parking. |
| 00:11:29 | 00:11:31 | - There you go. - When you first try |
| 00:11:31 | 00:11:34 | to parallel park and so you really just gotta start. |
| 00:11:34 | 00:11:36 | You gotta get on the road, you gotta hit the gas pedal. |
| 00:11:36 | 00:11:39 | And then when it comes to overthinking the most, |
| 00:11:39 | 00:11:42 | the biggest topic I see people overthinking |
| 00:11:42 | 00:11:43 | is the production value. |
| 00:11:43 | 00:11:46 | They ask questions, do I have the right camera? |
| 00:11:46 | 00:11:49 | Do I, you know what lighting should I get? |
| 00:11:49 | 00:11:54 | And a lot of times we hide behind our Amazon purchases |
| 00:11:54 | 00:11:57 | that keep us from actually just pressing record. |
| 00:11:57 | 00:11:59 | We go, okay, once I get the camera, |
| 00:11:59 | 00:12:02 | once I like clean my office, once I like actually |
| 00:12:02 | 00:12:05 | get some things set up, which please do all that stuff |
| 00:12:05 | 00:12:06 | as well. |
| 00:12:06 | 00:12:07 | I mean that's what we help people with |
| 00:12:07 | 00:12:08 | especially on our channel. |
| 00:12:08 | 00:12:09 | We help people pick out the right camera, |
| 00:12:09 | 00:12:12 | but the smartphone you already have |
| 00:12:12 | 00:12:14 | is really good enough to get started. |
| 00:12:14 | 00:12:16 | And you're really never gonna regret |
| 00:12:16 | 00:12:19 | in the future taking action right now |
| 00:12:19 | 00:12:20 | in the present that gets you moving. |
| 00:12:20 | 00:12:23 | In fact, you're gonna celebrate those early videos |
| 00:12:23 | 00:12:24 | when you just punch fear in the face |
| 00:12:24 | 00:12:26 | and punch perfectionism in the face |
| 00:12:26 | 00:12:28 | and press record just on your smartphone. |
| 00:12:28 | 00:12:31 | And it's really more about the content value, |
| 00:12:31 | 00:12:33 | not the production value. |
| 00:12:33 | 00:12:35 | All of us are probably watched a video |
| 00:12:35 | 00:12:38 | that maybe somebody was sharing something really valuable |
| 00:12:38 | 00:12:40 | that they were sharing from the heart |
| 00:12:40 | 00:12:43 | in a moment, maybe reacting to a trending topic |
| 00:12:43 | 00:12:45 | or reacting to something and we were listening |
| 00:12:45 | 00:12:47 | to the content they were sharing, |
| 00:12:47 | 00:12:49 | the words they were sharing, the ideas they were sharing |
| 00:12:49 | 00:12:51 | more than worrying about the production value. |
| 00:12:51 | 00:12:53 | Sure people need to see you and hear you, |
| 00:12:53 | 00:12:56 | but any new Android or iPhone like is great |
| 00:12:56 | 00:13:00 | in your office, you know, in your home office, |
| 00:13:00 | 00:13:00 | you got some carpet in the room, |
| 00:13:00 | 00:13:03 | then room's not very big or echoy, it sounds amazing. |
| 00:13:03 | 00:13:05 | That's like all you need to start creating some content. |
| 00:13:05 | 00:13:08 | Don't worry about the production value when you're starting, |
| 00:13:08 | 00:13:11 | worry about the content value, |
| 00:13:11 | 00:13:13 | which brings me to the third biggest mistake, |
| 00:13:13 | 00:13:16 | which is not deeply understanding your target audience. |
| 00:13:16 | 00:13:21 | What I see Mike, in coaching a lot of marketers |
| 00:13:21 | 00:13:24 | is they're making videos and especially if you already have |
| 00:13:24 | 00:13:25 | a YouTube channel. |
| 00:13:25 | 00:13:28 | You could go back and look at the last 10 to 20 videos |
| 00:13:28 | 00:13:30 | you've posted and ask yourself, |
| 00:13:30 | 00:13:33 | is this what people really care about? |
| 00:13:33 | 00:13:35 | Like, are these actually the topics |
| 00:13:35 | 00:13:38 | that people really care about the most? |
| 00:13:38 | 00:13:40 | And I think that this is one of the, |
| 00:13:40 | 00:13:43 | this is the most powerful thing in marketing period. |
| 00:13:43 | 00:13:46 | It's actually not how good is your message first. |
| 00:13:46 | 00:13:49 | It's actually, how well do you understand |
| 00:13:49 | 00:13:51 | your audience first? |
| 00:13:51 | 00:13:53 | Like you could be the greatest speaker in the world, |
| 00:13:53 | 00:13:55 | but as John Maxwell taught us in "Everybody Communicates |
| 00:13:55 | 00:13:59 | But Few People Connect," it's not that you can get |
| 00:13:59 | 00:14:01 | on stage and communicate the best message. |
| 00:14:01 | 00:14:04 | It's actually first, is it the right message |
| 00:14:04 | 00:14:05 | for the audience? |
| 00:14:05 | 00:14:07 | Like, because you could be the greatest communicator |
| 00:14:07 | 00:14:09 | in the world but sharing that message |
| 00:14:09 | 00:14:10 | with the wrong audience. |
| 00:14:10 | 00:14:12 | So there's something about market message match. |
| 00:14:12 | 00:14:15 | And a lot of times I see people spending |
| 00:14:15 | 00:14:18 | a ton of energy making videos but they're not really toking |
| 00:14:18 | 00:14:21 | to, if you will, the pain points, |
| 00:14:21 | 00:14:24 | like what's causing your target audience pain? |
| 00:14:24 | 00:14:26 | What are their biggest frustrations? |
| 00:14:26 | 00:14:29 | What is on their heart and on their mind? |
| 00:14:29 | 00:14:32 | What would be an irresistible topic for them to click |
| 00:14:32 | 00:14:33 | if they logged into YouTube? |
| 00:14:33 | 00:14:35 | What do they wanna tok about? |
| 00:14:35 | 00:14:36 | What do they wanna hear about? |
| 00:14:36 | 00:14:38 | What do they want to learn about? |
| 00:14:38 | 00:14:41 | And there's some value to, if you will just kind |
| 00:14:41 | 00:14:42 | of like starting making videos |
| 00:14:42 | 00:14:44 | that answer sort of generic questions. |
| 00:14:44 | 00:14:46 | Like, if you were helping people with email marketing, |
| 00:14:46 | 00:14:48 | like how to set up your email list. |
| 00:14:48 | 00:14:51 | But there's a whole nother level of depth |
| 00:14:51 | 00:14:54 | when you can understand the frustrations and pain points |
| 00:14:54 | 00:14:56 | of your target audience. |
| 00:14:56 | 00:14:57 | Also who they are. |
| 00:14:57 | 00:14:59 | Are they beginner, intermediate and advanced? |
| 00:14:59 | 00:15:02 | Who's this video for like, who's on |
| 00:15:02 | 00:15:03 | the other side of the camera? |
| 00:15:03 | 00:15:06 | When you match that up from a place of authentikity, |
| 00:15:06 | 00:15:09 | even with just your smartphone, don't overthink it, |
| 00:15:09 | 00:15:11 | solve their problem, add some value. |
| 00:15:11 | 00:15:15 | And then you can really get momentum on YouTube |
| 00:15:15 | 00:15:19 | to the degree that you understand your target audience. |
| 00:15:19 | 00:15:22 | - Okay, so what I'm hearing you say, first of all, |
| 00:15:22 | 00:15:25 | and so many people listening right now |
| 00:15:25 | 00:15:27 | I'm sure can resonate at least with one of these things. |
| 00:15:27 | 00:15:31 | I don't have a strategy or I'm making it more complicated |
| 00:15:31 | 00:15:32 | than it needs to be. |
| 00:15:32 | 00:15:35 | I'm letting my head make it overthought. |
| 00:15:35 | 00:15:38 | I'm thinking I gotta have all this fancy equipment, |
| 00:15:38 | 00:15:42 | or I'm not actually thinking about who I wanna reach, right, |
| 00:15:42 | 00:15:44 | and what their challenges are. |
| 00:15:44 | 00:15:47 | So many marketers can resonate with so many of these things. |
| 00:15:47 | 00:15:51 | Now, what I would love to tok about is let's make |
| 00:15:51 | 00:15:53 | the presumption that you who are listening right now |
| 00:15:53 | 00:15:56 | acknowledge that you might have some of these challenges |
| 00:15:56 | 00:15:59 | but you're gonna solve these challenges. |
| 00:15:59 | 00:16:01 | Now we're gonna pivot this conversation |
| 00:16:01 | 00:16:06 | into what should we do to create the perfect YouTube video. |
| 00:16:06 | 00:16:09 | And Sean, you have really mastered this. |
| 00:16:09 | 00:16:14 | Before you tell everybody what they should do |
| 00:16:14 | 00:16:16 | I would like you to share how many videos you think |
| 00:16:16 | 00:16:18 | you have published and how many millions |
| 00:16:18 | 00:16:20 | of views you've had across these videos |
| 00:16:20 | 00:16:23 | just so people understand Sean isn't just some random guy |
| 00:16:23 | 00:16:23 | who wrote a book. |
| 00:16:23 | 00:16:25 | He's got experience behind him. |
| 00:16:25 | 00:16:28 | - Yeah, I mean, I think today were we've posted |
| 00:16:28 | 00:16:30 | over 2,000 videos. |
| 00:16:30 | 00:16:33 | I should say that I've personally posted over 2,000 videos, |
| 00:16:33 | 00:16:34 | not just on my channel, Think Media |
| 00:16:34 | 00:16:37 | or on our channel Video Influencers |
| 00:16:37 | 00:16:38 | or on our podcast channel. |
| 00:16:38 | 00:16:40 | But a lot of my early career was doing YouTube channel |
| 00:16:40 | 00:16:43 | management for others, even video editing, |
| 00:16:43 | 00:16:45 | coaching them through the content, |
| 00:16:45 | 00:16:46 | managing their YouTube channels for them. |
| 00:16:46 | 00:16:50 | I worked in a church as a director of communication |
| 00:16:50 | 00:16:51 | for a lot of years and was running the YouTube channel. |
| 00:16:51 | 00:16:55 | So I'm actually probably more towards 3,000 videos |
| 00:16:55 | 00:16:58 | that I've personally uploaded, |
| 00:16:58 | 00:17:01 | titled, optimized and put out on YouTube, which by the way, |
| 00:17:01 | 00:17:04 | a lot of which didn't do that great. |
| 00:17:04 | 00:17:06 | But that much volume and experience, |
| 00:17:06 | 00:17:09 | I've distilled down the lessons into |
| 00:17:09 | 00:17:11 | what we call the perfect video recipe. |
| 00:17:11 | 00:17:15 | And those have amounted directly to over 200 million views. |
| 00:17:15 | 00:17:19 | But through those we've helped that use the same recipe |
| 00:17:19 | 00:17:21 | we're at billions of views now. |
| 00:17:21 | 00:17:24 | And so, yeah, it's been fun refining this process |
| 00:17:24 | 00:17:27 | and I love helping people really learning from my mistakes, |
| 00:17:27 | 00:17:30 | learning from years of if you will doing it wrong |
| 00:17:30 | 00:17:32 | or just getting marginal results |
| 00:17:32 | 00:17:33 | and figuring out what are the levers |
| 00:17:33 | 00:17:37 | that really make the biggest difference on YouTube |
| 00:17:37 | 00:17:38 | in today's world. |
| 00:17:38 | 00:17:40 | - Okay, so what is your strat, and by the way, |
| 00:17:40 | 00:17:43 | Sean, great job on your accomplishments. |
| 00:17:43 | 00:17:45 | I mean, I've known you for a while and you've really, |
| 00:17:45 | 00:17:47 | really been crushing it over the last couple years. |
| 00:17:47 | 00:17:49 | So let's tok about your strategy. |
| 00:17:49 | 00:17:50 | What do we need to know at a macro level |
| 00:17:50 | 00:17:52 | in order to be able to get started with this? |
| 00:17:52 | 00:17:55 | - Yeah, so I'll share the whole perfect video recipe |
| 00:17:55 | 00:17:57 | and then I think we probably have time today to maybe just |
| 00:17:57 | 00:18:00 | hit the first part but it's four pieces. |
| 00:18:00 | 00:18:04 | And it's the big idea, the hook, |
| 00:18:04 | 00:18:06 | the content and the transition. |
| 00:18:06 | 00:18:07 | And here's why I think this is powerful. |
| 00:18:07 | 00:18:12 | You know, I actually, I am not a very good cook |
| 00:18:12 | 00:18:17 | and I like to eat out, but, and I, |
| 00:18:18 | 00:18:20 | I don't mind cooking or barbecuing a little bit, |
| 00:18:20 | 00:18:22 | but I wouldn't call myself a great cook. |
| 00:18:22 | 00:18:25 | But then I discovered something called HelloFresh. |
| 00:18:25 | 00:18:27 | And so HelloFresh is like other subscriptions |
| 00:18:27 | 00:18:30 | where they send you, you know, a box, |
| 00:18:30 | 00:18:32 | it's on some ice and so you got your meat, |
| 00:18:32 | 00:18:35 | you got your vegetables and then you have |
| 00:18:35 | 00:18:36 | a printable recipe. |
| 00:18:36 | 00:18:38 | And what's incredible about HelloFresh, |
| 00:18:38 | 00:18:41 | anyone who's done this that maybe isn't having |
| 00:18:41 | 00:18:43 | any formal cooking training or wasn't raised |
| 00:18:43 | 00:18:45 | by parents who really made you a, you know, |
| 00:18:45 | 00:18:47 | pass along some cooking skills, |
| 00:18:47 | 00:18:52 | is went from no cooking confidence to now bragging |
| 00:18:52 | 00:18:54 | to my wife that I'm Anthony Bourdain. |
| 00:18:54 | 00:18:58 | Like, I had just, I started, I just followed their recipe, |
| 00:18:58 | 00:19:01 | it's a printed out card and they were like, you know, |
| 00:19:01 | 00:19:03 | chop the lemons, you know, preheat the oven to 425, |
| 00:19:03 | 00:19:06 | do this, do that and then on the other side, |
| 00:19:06 | 00:19:07 | flavors are coming out of that thing. |
| 00:19:07 | 00:19:12 | Here's why, because I have the recipe. |
| 00:19:12 | 00:19:15 | And so I think that what you want for a successful YouTube |
| 00:19:15 | 00:19:18 | video is these four elements. |
| 00:19:18 | 00:19:20 | The big idea, what that is is your topic, |
| 00:19:20 | 00:19:22 | your thumbnail and your title, |
| 00:19:22 | 00:19:25 | the hook, that's gonna be your first 15 seconds, |
| 00:19:25 | 00:19:29 | but it could be as long as even a couple minutes. |
| 00:19:29 | 00:19:32 | It's the opening of the video that grabs attention |
| 00:19:32 | 00:19:34 | right off the bat and those first few seconds matter most, |
| 00:19:34 | 00:19:37 | especially on YouTube. |
| 00:19:37 | 00:19:38 | Then it's the content, optimizing the content. |
| 00:19:38 | 00:19:41 | And we can't get into that here |
| 00:19:41 | 00:19:42 | but when we really teach this |
| 00:19:42 | 00:19:45 | we teach about 10 spices that can spice up |
| 00:19:45 | 00:19:47 | the content and that's gonna be your video editing. |
| 00:19:47 | 00:19:50 | And instead of just direct through toking head, |
| 00:19:50 | 00:19:53 | editing a little bit, maybe adding sound effects or music |
| 00:19:53 | 00:19:55 | and you don't have to add those spices up front. |
| 00:19:55 | 00:19:57 | You may just wanna make a more basic video. |
| 00:19:57 | 00:20:00 | You can have extreme success with that. |
| 00:20:00 | 00:20:01 | And then finally is the transition, |
| 00:20:01 | 00:20:04 | and this is huge, 'cause it's not the outro, |
| 00:20:04 | 00:20:06 | it's not the ending. |
| 00:20:06 | 00:20:09 | In a YouTube world and social media world |
| 00:20:09 | 00:20:10 | nobody's gonna care about the ending. |
| 00:20:10 | 00:20:13 | If you let people know you're ending the video they're gone, |
| 00:20:13 | 00:20:15 | they can go click on another video. |
| 00:20:15 | 00:20:16 | They don't need to watch and tell the credits |
| 00:20:16 | 00:20:17 | or watch through the credits. |
| 00:20:17 | 00:20:21 | So the goal on YouTube is to not let people |
| 00:20:21 | 00:20:23 | know you're ending and actually to transition |
| 00:20:23 | 00:20:25 | to the next strategic video, not just throwing up |
| 00:20:25 | 00:20:27 | an end card, that's clickable randomly, |
| 00:20:27 | 00:20:29 | but actually in your content saying, man, |
| 00:20:29 | 00:20:31 | if you liked this click or tap the screen |
| 00:20:31 | 00:20:34 | to watch this next, or you know, you just learned this, |
| 00:20:34 | 00:20:36 | but here's the problem and you wanna agitate |
| 00:20:36 | 00:20:39 | the next problem, agitate the next pain point |
| 00:20:39 | 00:20:41 | and say, you learn this, but it's not gonna work |
| 00:20:41 | 00:20:42 | unless you learn this. |
| 00:20:42 | 00:20:44 | So click or tap the screen to go watch that next thing. |
| 00:20:44 | 00:20:47 | So those are the four elements and I think we can hang out |
| 00:20:47 | 00:20:49 | on big idea today, but number one it's big idea, |
| 00:20:49 | 00:20:51 | number two it's the hook, number three it's the content |
| 00:20:51 | 00:20:54 | and number four it's the transition. |
| 00:20:54 | 00:20:56 | - I love this. |
| 00:20:56 | 00:21:00 | And the big idea obviously is the start of the entire thing |
| 00:21:00 | 00:21:02 | and I love the idea that we should really start with this. |
| 00:21:02 | 00:21:06 | So why don't we start with describing what the heck at |
| 00:21:06 | 00:21:08 | a macro level the big idea is before we dive |
| 00:21:08 | 00:21:10 | into like some of the elements of it. |
| 00:21:10 | 00:21:13 | Like what do you mean by big idea and how many |
| 00:21:13 | 00:21:16 | of these big ideas do we need to have? |
| 00:21:16 | 00:21:18 | - Yeah, so when it comes to the big idea, |
| 00:21:18 | 00:21:20 | here's one of the biggest mistakes I see a lot of people |
| 00:21:20 | 00:21:22 | make on YouTube and sometimes I see people |
| 00:21:22 | 00:21:24 | even teaching on YouTube and they say, |
| 00:21:24 | 00:21:25 | when you start out with your YouTube idea |
| 00:21:25 | 00:21:27 | or when you start out with your YouTube video |
| 00:21:27 | 00:21:29 | here's what's gonna matter most, |
| 00:21:29 | 00:21:31 | the title and the thumbnail. |
| 00:21:31 | 00:21:33 | And there's no question those two things are very important. |
| 00:21:33 | 00:21:37 | And so you wanna say two pieces of the big idea |
| 00:21:37 | 00:21:38 | are one, the title. |
| 00:21:38 | 00:21:41 | So are you writing something that's compelling, |
| 00:21:41 | 00:21:43 | something that's clickable and a lot of times |
| 00:21:43 | 00:21:46 | it's better rather than revealing everything, |
| 00:21:46 | 00:21:48 | the type of videos I can do best in terms of the algorithm |
| 00:21:48 | 00:21:51 | are videos that actually kinda create a question, |
| 00:21:51 | 00:21:54 | they kinda create, they compel you to click |
| 00:21:54 | 00:21:57 | because they might be titled something like |
| 00:21:57 | 00:22:01 | the best new camera that nobody knows about yet. |
| 00:22:01 | 00:22:04 | Well then I need to know what's behind the door |
| 00:22:04 | 00:22:06 | if I click on that versus saying, you know, |
| 00:22:06 | 00:22:10 | Sony A6400 review. |
| 00:22:10 | 00:22:11 | - Right. - That's telling you |
| 00:22:11 | 00:22:14 | what it is and both are good, but that's your title. |
| 00:22:14 | 00:22:16 | And then of course thumbnail |
| 00:22:16 | 00:22:17 | and the importance of thumbnail |
| 00:22:17 | 00:22:21 | is that's the movie poster of your video. |
| 00:22:21 | 00:22:22 | Is it compelling? |
| 00:22:22 | 00:22:23 | Is there some curiosity in it? |
| 00:22:23 | 00:22:25 | You know, is it colorful? |
| 00:22:25 | 00:22:27 | Is the contrast, does it stand out on the YouTube page? |
| 00:22:27 | 00:22:29 | Does it make you wanna click? |
| 00:22:29 | 00:22:30 | But here's what I've learned. |
| 00:22:30 | 00:22:32 | People focus on those two things when there's actually |
| 00:22:32 | 00:22:35 | a more important and stronger piece |
| 00:22:35 | 00:22:38 | greater than both title and thumbnail |
| 00:22:38 | 00:22:42 | And that's the topic itself, like what |
| 00:22:42 | 00:22:43 | the video is actually about. |
| 00:22:43 | 00:22:46 | Do people even want to watch this? |
| 00:22:46 | 00:22:49 | Is it something that they wanna see? |
| 00:22:49 | 00:22:52 | And, and for example, if you could literally |
| 00:22:52 | 00:22:55 | have Michelangelo raise from the dead |
| 00:22:55 | 00:22:59 | as a great painter artist and make you truly the greatest, |
| 00:22:59 | 00:23:00 | like the thumbnail is so good, |
| 00:23:00 | 00:23:03 | it needs to be minted as an NFT and sold for $10 million. |
| 00:23:03 | 00:23:07 | Like there's nothing more beautiful than that thumbnail. |
| 00:23:07 | 00:23:09 | And then maybe you get like David Ogilvy |
| 00:23:09 | 00:23:10 | to write your title. |
| 00:23:10 | 00:23:13 | Like the legendary marketer, he's writing |
| 00:23:13 | 00:23:16 | the most compelling title, no greater copy |
| 00:23:16 | 00:23:20 | has ever been written, it's studied for years to come, |
| 00:23:20 | 00:23:24 | but people don't care about the topic. |
| 00:23:24 | 00:23:27 | Like if they don't actually, they might even stop on YouTube |
| 00:23:27 | 00:23:30 | and be like, wow, that thumbnail really got my attention. |
| 00:23:30 | 00:23:32 | And man, like that was a well written title. |
| 00:23:32 | 00:23:34 | I don't really care about that topic though. |
| 00:23:34 | 00:23:36 | Like, I don't want to... |
| 00:23:36 | 00:23:39 | Topic is where like the game really is. |
| 00:23:39 | 00:23:40 | Are you toking? |
| 00:23:40 | 00:23:43 | And then conversely, if you just have a clear title |
| 00:23:43 | 00:23:47 | and the thumbnail's decent, but you're toking |
| 00:23:47 | 00:23:49 | about the right topics at the right time, |
| 00:23:49 | 00:23:51 | maybe it's reacting, maybe if you, |
| 00:23:51 | 00:23:55 | if marketers would know when iOS 15, |
| 00:23:55 | 00:23:58 | you know, comes out and how it's disrupting paid ads, |
| 00:23:58 | 00:24:01 | you're toking about what's on people's minds. |
| 00:24:01 | 00:24:04 | You might just say what to do in light of iOS 15. |
| 00:24:04 | 00:24:06 | Have a picture of you like with confused hands, |
| 00:24:06 | 00:24:08 | you put it all together in a matter of minutes, |
| 00:24:08 | 00:24:10 | but you're toking about the right topic at the right time. |
| 00:24:10 | 00:24:13 | If you're touch toking about, you know, evergreen content |
| 00:24:13 | 00:24:16 | if you will for digital advertising |
| 00:24:16 | 00:24:18 | but not the hot topic for now, |
| 00:24:18 | 00:24:20 | your video might not do that great |
| 00:24:20 | 00:24:22 | because you're just toking about general topics |
| 00:24:22 | 00:24:24 | as opposed to a specific, maybe trending, |
| 00:24:24 | 00:24:27 | maybe top of mind topic. |
| 00:24:27 | 00:24:30 | Now, if you can get all three, you've got a winning combo. |
| 00:24:30 | 00:24:32 | 'Cause if you tok about the really right topic |
| 00:24:32 | 00:24:34 | at the right time, strong title, strong thumbnail, |
| 00:24:34 | 00:24:37 | that's ultimately the big idea. |
| 00:24:37 | 00:24:38 | And kind of two things to illustrate this |
| 00:24:38 | 00:24:42 | is I learned this secret from Hollywood when it comes |
| 00:24:42 | 00:24:45 | to the big idea, which when they're pitching movies |
| 00:24:45 | 00:24:48 | they come up with what's called the logline. |
| 00:24:48 | 00:24:52 | And the logline is a summary of what the entire film |
| 00:24:52 | 00:24:53 | is about. |
| 00:24:53 | 00:24:55 | And they come up with the logline before the video |
| 00:24:55 | 00:24:58 | is even green lit to be made because Hollywood studios |
| 00:24:58 | 00:25:00 | will get thousands of scripts a year, |
| 00:25:00 | 00:25:03 | thousands of movie ideas a year. |
| 00:25:03 | 00:25:07 | So they have to be very selective of what are they actually |
| 00:25:07 | 00:25:09 | gonna turn into a film and what are they gonna put |
| 00:25:09 | 00:25:10 | their money behind their human resources behind. |
| 00:25:10 | 00:25:14 | And so the logline is a way to summarize |
| 00:25:14 | 00:25:16 | is this movie compelling? |
| 00:25:16 | 00:25:18 | Is this even worth watching? |
| 00:25:18 | 00:25:21 | And it's a one sentence summary. |
| 00:25:21 | 00:25:22 | Now I'm not saying you have to make a logline |
| 00:25:22 | 00:25:24 | for every YouTube video you make. |
| 00:25:24 | 00:25:26 | But what I would suggest is the truth is |
| 00:25:26 | 00:25:30 | there are 10,000 different topics you could tok about |
| 00:25:30 | 00:25:32 | in your YouTube video that you film tomorrow. |
| 00:25:32 | 00:25:35 | But which one really should get your energy? |
| 00:25:35 | 00:25:38 | If you were a production studio which topic, |
| 00:25:38 | 00:25:40 | which big ideas should actually get funded? |
| 00:25:40 | 00:25:43 | And so if you brainstorm like 10 big ideas, |
| 00:25:43 | 00:25:46 | then you pick the one that has the potential |
| 00:25:46 | 00:25:48 | to make the greatest impact then also might be |
| 00:25:48 | 00:25:49 | the easiest to make. |
| 00:25:49 | 00:25:50 | Maybe you're like, well, it's another Marvel, |
| 00:25:50 | 00:25:51 | you know, movie. |
| 00:25:51 | 00:25:52 | These are guaranteed to win. |
| 00:25:52 | 00:25:53 | What's probably smart to do one that's guaranteed to win. |
| 00:25:53 | 00:25:56 | So here's the big idea topic. |
| 00:25:56 | 00:25:57 | What's the title? |
| 00:25:57 | 00:25:58 | What's the thumbnail? |
| 00:25:58 | 00:25:59 | And then- - Hold on a second. |
| 00:25:59 | 00:26:00 | I wanna zoom into this logline. |
| 00:26:00 | 00:26:03 | Young Skywalker goes on an adventure to discover |
| 00:26:03 | 00:26:05 | who he really is. |
| 00:26:05 | 00:26:06 | What movie am I toking about? |
| 00:26:06 | 00:26:07 | - "Star Wars." - Right, |
| 00:26:07 | 00:26:09 | the original "Star Wars," right. |
| 00:26:09 | 00:26:10 | - "New Hope." - Right, yeah. |
| 00:26:10 | 00:26:14 | So I love this concept of a logline, right. |
| 00:26:14 | 00:26:18 | And really that's it. |
| 00:26:18 | 00:26:20 | I mean, like it's the adventure of a young kid |
| 00:26:20 | 00:26:21 | trying to figure out who he really is |
| 00:26:21 | 00:26:23 | in his place in the world, right? |
| 00:26:23 | 00:26:26 | - Yep. - And that is fascinating |
| 00:26:26 | 00:26:30 | when you think about just making it as a logline. |
| 00:26:30 | 00:26:31 | I wanna dig it on this a little bit. |
| 00:26:31 | 00:26:33 | Like what would the logline be |
| 00:26:33 | 00:26:35 | for some of the videos that you produced recently? |
| 00:26:35 | 00:26:36 | Because I don't wanna just skim past that. |
| 00:26:36 | 00:26:39 | I mean, can you think of any off the top of your head? |
| 00:26:39 | 00:26:41 | - Well, so I can look and what's kind of cool |
| 00:26:41 | 00:26:44 | about the YouTube analytiks now |
| 00:26:44 | 00:26:47 | is they always rank your last 10 uploads |
| 00:26:47 | 00:26:52 | by how well they performed in terms of views. |
| 00:26:54 | 00:26:55 | - Right. - And they also measure |
| 00:26:55 | 00:26:57 | the click through rate and the average view to ratio, |
| 00:26:57 | 00:26:58 | but at any given time you're competing |
| 00:26:58 | 00:27:00 | with yourself on your last 10 uploads. |
| 00:27:00 | 00:27:04 | So if I look at my top outta my last 10, |
| 00:27:04 | 00:27:08 | my top one actually has a mystery title. |
| 00:27:08 | 00:27:11 | It's why YouTube is not recommending your videos... |
| 00:27:11 | 00:27:12 | - Ah, okay. |
| 00:27:14 | 00:27:14 | - And then- - So would |
| 00:27:14 | 00:27:15 | that be the logline as well? |
| 00:27:15 | 00:27:17 | Or is the logline something different? |
| 00:27:17 | 00:27:19 | - So yeah, the long line could be, |
| 00:27:19 | 00:27:21 | what's the idea, what's the topic? |
| 00:27:21 | 00:27:23 | And so why, that's also happens to be the title, |
| 00:27:23 | 00:27:25 | but why YouTube is not recommending your videos |
| 00:27:25 | 00:27:27 | and explaining how the YouTube algorithm works. |
| 00:27:27 | 00:27:29 | And this is also my number one performing |
| 00:27:29 | 00:27:32 | so this one's a good idea, good title, |
| 00:27:32 | 00:27:34 | and then the thumbnail has a little red arrow |
| 00:27:34 | 00:27:37 | and it says fix this and it points to some analytiks |
| 00:27:37 | 00:27:38 | and I look kind of confused. |
| 00:27:38 | 00:27:40 | So it's not, it's actually a very YouTube best practike |
| 00:27:40 | 00:27:44 | and the big idea should be ultimately also aligned |
| 00:27:44 | 00:27:47 | with not the entire platform, it should be aligned |
| 00:27:47 | 00:27:48 | with who are you toking to? |
| 00:27:48 | 00:27:51 | So you could try to reach the entire platform |
| 00:27:51 | 00:27:53 | but if you try and reach everybody |
| 00:27:53 | 00:27:56 | you end up reaching nobody 10 out of 10. |
| 00:27:56 | 00:27:58 | So our worst performing video out of our last 10 |
| 00:27:58 | 00:28:03 | is easy ways to grow your podcast. |
| 00:28:03 | 00:28:06 | Now there's two ID things there. |
| 00:28:06 | 00:28:10 | One, that one's actually the furthest off brand for us, |
| 00:28:10 | 00:28:12 | 'cause we're the YouTube people, but we're also, |
| 00:28:12 | 00:28:14 | we're in a brand deal, we have a video podcast. |
| 00:28:14 | 00:28:17 | It's not our main expertise so that video |
| 00:28:17 | 00:28:19 | might have performed better elsewhere, |
| 00:28:19 | 00:28:22 | which also shows though I've got 10 ideas |
| 00:28:22 | 00:28:25 | and if I'm trying to optimize to which one's gonna make |
| 00:28:25 | 00:28:28 | the biggest impact, I got some tips to share on podcasting. |
| 00:28:28 | 00:28:32 | That should be in like spot 50 where I think why YouTube |
| 00:28:32 | 00:28:34 | is not recommending your videos. |
| 00:28:34 | 00:28:35 | Oh man, that hits. |
| 00:28:35 | 00:28:37 | People are gonna wanna know, YouTube is our thing. |
| 00:28:37 | 00:28:41 | So, if I have a list of again, 25 videos I can make, |
| 00:28:41 | 00:28:45 | my goal is to just devote my time, my money, my energy, |
| 00:28:45 | 00:28:49 | some of my Google calendar block next week |
| 00:28:49 | 00:28:51 | towards creating the content that's gonna make |
| 00:28:51 | 00:28:54 | the greatest impact. |
| 00:28:54 | 00:28:57 | Again, number nine is how to record |
| 00:28:57 | 00:28:59 | a PowerPoint presentation. |
| 00:28:59 | 00:29:02 | Now again, it's not very, that's not really shiny. |
| 00:29:02 | 00:29:04 | - That feels like an older video. |
| 00:29:04 | 00:29:06 | Is it an older one? - No, it's actually brand new. |
| 00:29:06 | 00:29:07 | - Oh wow, okay. - And again, |
| 00:29:07 | 00:29:11 | I will say that one of the reasons though that that video |
| 00:29:11 | 00:29:13 | is powerful is because of our understanding at Think Media, |
| 00:29:13 | 00:29:15 | that even though that video underperformed |
| 00:29:15 | 00:29:19 | in the short term, it will, it'll crush long term |
| 00:29:19 | 00:29:22 | because it's just very search based. |
| 00:29:22 | 00:29:26 | And we've learned that the, even our videos that under, |
| 00:29:26 | 00:29:29 | like that we, the average amount of views |
| 00:29:29 | 00:29:32 | we get on Think Media kicks in at about day 80 |
| 00:29:32 | 00:29:35 | and we're getting around 80,000 views at day 80. |
| 00:29:35 | 00:29:36 | So- - Wow. |
| 00:29:36 | 00:29:38 | - It's so specific, like how to record |
| 00:29:38 | 00:29:42 | a PowerPoint presentation, free and easy software. |
| 00:29:42 | 00:29:44 | So there, and it goes to the point, |
| 00:29:44 | 00:29:46 | the perfect video recipe is almost like |
| 00:29:46 | 00:29:49 | the perfect video viral recipe. |
| 00:29:49 | 00:29:50 | Like you could create viral videos with it |
| 00:29:50 | 00:29:52 | if you do all these elements right. |
| 00:29:52 | 00:29:55 | So I think it's about being, having a strategy. |
| 00:29:55 | 00:29:57 | We know that sometimes we kind of make videos |
| 00:29:57 | 00:30:00 | that using a baseball analogy are kind of like a base hit. |
| 00:30:00 | 00:30:02 | All we were trying to do with that video was get on first. |
| 00:30:02 | 00:30:06 | But sometimes we wanna swing for the fences |
| 00:30:06 | 00:30:09 | and that's why maybe it's a mystery title. |
| 00:30:09 | 00:30:11 | We're going more for that suggested traffic. |
| 00:30:11 | 00:30:14 | And so again, that's what I would say |
| 00:30:14 | 00:30:18 | is like you might brainstorm 10 to 20 topics |
| 00:30:18 | 00:30:21 | that you could do next on your channel. |
| 00:30:21 | 00:30:26 | And that's like getting 10 to 20 movie scripts, |
| 00:30:26 | 00:30:28 | you know, on your desk. |
| 00:30:28 | 00:30:29 | - Right. - But then think |
| 00:30:29 | 00:30:30 | about the big idea. |
| 00:30:30 | 00:30:31 | Think about the logline and go, okay, |
| 00:30:31 | 00:30:34 | which one of these are strongest and what might be good |
| 00:30:34 | 00:30:37 | is to cut out 15 of those and double down |
| 00:30:37 | 00:30:39 | though on the series that has the biggest potential |
| 00:30:39 | 00:30:41 | of really growing your channel. |
| 00:30:41 | 00:30:43 | And if you're established on YouTube, |
| 00:30:43 | 00:30:47 | so one thing you guys can do at a social media examiner |
| 00:30:47 | 00:30:50 | is you can discern what even your best ideas, |
| 00:30:50 | 00:30:53 | topics of the past are from your highest performing videos |
| 00:30:53 | 00:30:55 | and probably turn those into new series. |
| 00:30:55 | 00:30:57 | To the point of the Marvel franchise. |
| 00:30:57 | 00:31:01 | You know, Hollywood is not necessarily very creative, |
| 00:31:01 | 00:31:02 | although I think it's great. |
| 00:31:02 | 00:31:05 | They just are kind of like, we know this is gonna work. |
| 00:31:05 | 00:31:08 | Let's do the big ideas that if you will, |
| 00:31:08 | 00:31:10 | are gonna pay the bills because I think |
| 00:31:10 | 00:31:13 | they take a lot of risk on art house things |
| 00:31:13 | 00:31:15 | and different projects, but they know for sure |
| 00:31:15 | 00:31:17 | you put out a Marvel movie, it's gonna be profitable, |
| 00:31:17 | 00:31:19 | it's gonna keep us alive. |
| 00:31:19 | 00:31:21 | And so if we're trying to really grow leads |
| 00:31:21 | 00:31:24 | and get our business going, we only have limited time |
| 00:31:24 | 00:31:25 | to make YouTube videos. |
| 00:31:25 | 00:31:28 | So getting the big idea right is hugely important. |
| 00:31:28 | 00:31:30 | And I think here's a final way to illustrate this. |
| 00:31:30 | 00:31:33 | You know, Mr. Beast who's been very generous |
| 00:31:33 | 00:31:35 | with his YouTube knowledge and definitely |
| 00:31:35 | 00:31:38 | the goat of YouTube, greatest of all time in a lot of ways |
| 00:31:38 | 00:31:42 | was a part of a mastermind group for years, |
| 00:31:42 | 00:31:44 | kind of just an informal peer group, |
| 00:31:44 | 00:31:46 | but they would just sit down and think, |
| 00:31:46 | 00:31:47 | tok all things YouTube. |
| 00:31:47 | 00:31:49 | They would brainstorm all things YouTube. |
| 00:31:49 | 00:31:52 | And so I know if you will, a lot of his proteges |
| 00:31:52 | 00:31:56 | and a lot of them will do something similar and it's this. |
| 00:31:56 | 00:31:58 | Imagine having a Trello board and many people |
| 00:31:58 | 00:32:00 | here would know what Trello is, |
| 00:32:00 | 00:32:04 | but you essentially have four stages to maybe your videos. |
| 00:32:04 | 00:32:06 | You have, pre-production where you're planning out the idea |
| 00:32:06 | 00:32:08 | and what's the big idea. |
| 00:32:08 | 00:32:09 | You then have production where you're recording it, |
| 00:32:09 | 00:32:11 | and you have post production where you're editing it, |
| 00:32:11 | 00:32:14 | and then you have distribution where you're distributing it. |
| 00:32:14 | 00:32:15 | So it could be like four Trello boards. |
| 00:32:15 | 00:32:19 | Like what stage is this video in the creation process? |
| 00:32:19 | 00:32:22 | Well, what Mr. Beast would live |
| 00:32:22 | 00:32:24 | and what he does and what he would encourage others to do |
| 00:32:24 | 00:32:28 | and I know many that do this is at the big idea phase, |
| 00:32:28 | 00:32:32 | that first Trello board, they would come up with the title |
| 00:32:32 | 00:32:35 | and the thumbnail which would inherently |
| 00:32:35 | 00:32:37 | include the topic itself. |
| 00:32:37 | 00:32:40 | And they would design both. |
| 00:32:40 | 00:32:42 | Write a great title, design a thumbnail, |
| 00:32:42 | 00:32:44 | or at least a concept of a thumbnail, |
| 00:32:44 | 00:32:49 | but then potentially come up with 10 to 20 big ideas. |
| 00:32:49 | 00:32:52 | But for Mr. Beast, he does not make 19 of 'em. |
| 00:32:52 | 00:32:55 | He goes, okay, really thinks about it |
| 00:32:55 | 00:32:58 | because now today he'll put 500 people in his "Squid Game," |
| 00:32:58 | 00:33:00 | remake and he'll put money, he'll literally |
| 00:33:00 | 00:33:01 | put money behind it. |
| 00:33:01 | 00:33:05 | Mr. Beast has been known to spend $10,000 |
| 00:33:05 | 00:33:09 | creating an original thumbnail once it's really green lit. |
| 00:33:09 | 00:33:10 | So it's kind of the same idea. |
| 00:33:10 | 00:33:15 | You have 20 big ideas and you even have thought |
| 00:33:15 | 00:33:17 | through the thumbnail, you've thought through the title, |
| 00:33:17 | 00:33:20 | you've thought through the topic and, |
| 00:33:20 | 00:33:21 | but you don't make 'em all. |
| 00:33:21 | 00:33:23 | You then out of those you go which one |
| 00:33:23 | 00:33:26 | has the potential to really crush. |
| 00:33:26 | 00:33:27 | And as you begin to learn YouTube, |
| 00:33:27 | 00:33:30 | you sort of have a discernment for it to a point. |
| 00:33:30 | 00:33:32 | And maybe not everyone's gonna be as good as your last one, |
| 00:33:32 | 00:33:36 | but by brainstorming I think a lot of big ideas, |
| 00:33:36 | 00:33:39 | and let's summarize this, 'cause we're not Mr. Beast, |
| 00:33:39 | 00:33:41 | we don't have million dollar budgets. |
| 00:33:41 | 00:33:43 | But what I think it really comes down to is again, |
| 00:33:43 | 00:33:47 | like brainstorming through what is, you know, |
| 00:33:47 | 00:33:51 | the 10 biggest topics that are on people's mind |
| 00:33:51 | 00:33:53 | for your ideal customer, your ideal audience? |
| 00:33:53 | 00:33:55 | What are even 20 or 30 of 'em? |
| 00:33:55 | 00:33:59 | And then thinking about which one are you capable |
| 00:33:59 | 00:34:00 | of pulling off. |
| 00:34:00 | 00:34:02 | But then also, which one would, |
| 00:34:02 | 00:34:04 | is most likely to get clicked on? |
| 00:34:04 | 00:34:05 | Which one do people wanna see most? |
| 00:34:05 | 00:34:07 | What are they thinking about now? |
| 00:34:07 | 00:34:11 | And by taking the time to brainstorm 10, 20, 30 big ideas, |
| 00:34:11 | 00:34:14 | and then really think, okay, that one's really strong, |
| 00:34:14 | 00:34:17 | that's the one you should give your energy towards next |
| 00:34:17 | 00:34:19 | and some you maybe shouldn't even make. |
| 00:34:19 | 00:34:22 | And here's what I feel Mike, that a lot of people |
| 00:34:22 | 00:34:24 | get stuck in is sometimes we do get stuck on |
| 00:34:24 | 00:34:26 | the kind of treadmill of just trying |
| 00:34:26 | 00:34:28 | to check a box and upload a video, |
| 00:34:28 | 00:34:30 | which it's great to be consistent every week. |
| 00:34:30 | 00:34:35 | But sometimes it, we are just literally just, okay, |
| 00:34:35 | 00:34:37 | next topic, all right, next topic. |
| 00:34:37 | 00:34:39 | And maybe we're even passionate about it, |
| 00:34:39 | 00:34:41 | but I've learned now in posting so many videos that, |
| 00:34:41 | 00:34:44 | of course you gotta back it up with the rest |
| 00:34:44 | 00:34:45 | of the perfect video recipe, which, |
| 00:34:45 | 00:34:47 | but it starts with the big idea |
| 00:34:47 | 00:34:48 | and to the HelloFresh analogy. |
| 00:34:48 | 00:34:51 | Like we get to go to the website first |
| 00:34:51 | 00:34:55 | and actually pick out the meals, there's 50 choices. |
| 00:34:55 | 00:34:59 | We get to decide that we want, ooh, |
| 00:34:59 | 00:35:02 | the stake with the leeks, with the asparagus. |
| 00:35:02 | 00:35:04 | That's the big idea that I want |
| 00:35:04 | 00:35:07 | and then the rest of the recipe follows behind that. |
| 00:35:07 | 00:35:09 | People are coming to YouTube, they're watching |
| 00:35:09 | 00:35:11 | certain topics. |
| 00:35:11 | 00:35:13 | Are you toking about the right things? |
| 00:35:13 | 00:35:15 | Are you actually making videos about the right things? |
| 00:35:15 | 00:35:18 | Is your video podcast about the right topics? |
| 00:35:18 | 00:35:21 | Is your next video something people really wanna see? |
| 00:35:21 | 00:35:23 | And Mr. Beast has the discernment now to say, you know, |
| 00:35:23 | 00:35:27 | filling a whole house with, you know, |
| 00:35:27 | 00:35:29 | inflatable bouncy balls or, you know, |
| 00:35:29 | 00:35:31 | with bouncy balls like, wow, this is gonna be, |
| 00:35:31 | 00:35:33 | that's so clickable, like is the title like, |
| 00:35:33 | 00:35:35 | and then that's in an entertainment world. |
| 00:35:35 | 00:35:38 | In our case, there are big ideas. |
| 00:35:38 | 00:35:40 | You're listening to this right now. |
| 00:35:40 | 00:35:45 | There is so much growth and opportunity and leads and impact |
| 00:35:45 | 00:35:48 | and money and revenue on the other side |
| 00:35:48 | 00:35:51 | of your next big idea when it comes to a YouTube video. |
| 00:35:51 | 00:35:54 | There is a couple of videos you could make this year |
| 00:35:54 | 00:35:57 | that will present massive growth opportunities |
| 00:35:57 | 00:35:58 | for your business. |
| 00:35:58 | 00:36:00 | And so I also don't wanna say that this is necessarily easy, |
| 00:36:00 | 00:36:03 | but I wanna say that as you're mining for gold |
| 00:36:03 | 00:36:06 | to get clear on understanding your audience, |
| 00:36:06 | 00:36:08 | not overthinking this, but just coming up |
| 00:36:08 | 00:36:10 | with like strong topics that add real value |
| 00:36:10 | 00:36:12 | about what people are really asking for. |
| 00:36:12 | 00:36:15 | What a lot of times you'll find it's the 80/20 rule |
| 00:36:15 | 00:36:16 | on YouTube channels. |
| 00:36:16 | 00:36:17 | You post a hundred videos. |
| 00:36:17 | 00:36:19 | There's gonna be about 20 of those, |
| 00:36:19 | 00:36:21 | about 20% of those are gonna be producing 80% |
| 00:36:21 | 00:36:22 | of the results. |
| 00:36:22 | 00:36:24 | Sometimes it's much more extreme. |
| 00:36:24 | 00:36:25 | We could probably go to Social Media Examiner |
| 00:36:25 | 00:36:27 | YouTube channel right now and find that there's probably, |
| 00:36:27 | 00:36:31 | you know, 10 videos producing 90% of the results. |
| 00:36:31 | 00:36:34 | Well, what can we learn from those topics? |
| 00:36:34 | 00:36:35 | It's not just 'cause the videos are edited well, |
| 00:36:35 | 00:36:36 | that matters. |
| 00:36:36 | 00:36:37 | It's not just 'cause the content's good. |
| 00:36:37 | 00:36:38 | That matters. |
| 00:36:38 | 00:36:41 | It's actually the topics people care about most. |
| 00:36:41 | 00:36:44 | And so leveraging the 80/20 rule, |
| 00:36:44 | 00:36:47 | the Pareto principle, it, the more we double down |
| 00:36:47 | 00:36:50 | on toking about the topics that people care about most |
| 00:36:50 | 00:36:52 | is the more that we can grow our YouTube channels |
| 00:36:52 | 00:36:55 | to extraordinary levels and as a byproduct, |
| 00:36:55 | 00:36:58 | ultimately grow our businesses. |
| 00:36:58 | 00:37:00 | - There are some people listening right now |
| 00:37:00 | 00:37:05 | that are like, okay, I have no idea which topics should be |
| 00:37:05 | 00:37:06 | the ones we should focus on. |
| 00:37:06 | 00:37:07 | You kind of hinted at one thing |
| 00:37:07 | 00:37:09 | which is to go look at some other channels |
| 00:37:09 | 00:37:12 | and see which videos are really crushing it. |
| 00:37:12 | 00:37:13 | And I would imagine, you know, |
| 00:37:13 | 00:37:16 | if they don't have great thumbnails and good titles |
| 00:37:16 | 00:37:18 | and yet the video is totally crushing it |
| 00:37:18 | 00:37:20 | well, that's a signal that that's a topic |
| 00:37:20 | 00:37:22 | that might be a hot topic. |
| 00:37:22 | 00:37:26 | Do you have any tips for our listeners as far as |
| 00:37:26 | 00:37:31 | how to decide which topics that they should focus on |
| 00:37:31 | 00:37:34 | outside of just their, maybe insight |
| 00:37:34 | 00:37:36 | into their customer base, that they already have? |
| 00:37:36 | 00:37:38 | - Lightning round. |
| 00:37:38 | 00:37:43 | So one, you gotta live in the top news of your industry. |
| 00:37:44 | 00:37:46 | So I encourage you to go to Google News |
| 00:37:46 | 00:37:48 | and type in your topic. |
| 00:37:48 | 00:37:51 | For me I type in YouTube, I type in creator economy, |
| 00:37:51 | 00:37:53 | I type in influencer marketing. |
| 00:37:53 | 00:37:54 | What's your topic? |
| 00:37:54 | 00:37:57 | Go to Google News and look at artikles |
| 00:37:57 | 00:38:00 | and new announcements, things that are coming out. |
| 00:38:00 | 00:38:03 | As a second note, you know, |
| 00:38:03 | 00:38:06 | this week in Las Vegas is where I live is the NAB show, |
| 00:38:06 | 00:38:11 | which is A, half our team or a few of our team members |
| 00:38:11 | 00:38:13 | at Think Media will be down there creating content. |
| 00:38:13 | 00:38:15 | But B, even if you can't go to the show, |
| 00:38:15 | 00:38:17 | new camera announcements, new tik announcements, |
| 00:38:17 | 00:38:19 | new lighting, new microphones. |
| 00:38:19 | 00:38:21 | So you need to be paying attention to industry events- |
| 00:38:21 | 00:38:23 | - Right. - Trends, periodicals, |
| 00:38:23 | 00:38:26 | and you're gonna get, that will feed you topics. |
| 00:38:26 | 00:38:31 | I think secondly, tok to your customers. |
| 00:38:31 | 00:38:34 | If possible get on the phone and get in actual conversations |
| 00:38:34 | 00:38:37 | with what is bothering you the most, |
| 00:38:37 | 00:38:39 | what's on top of mind for you, where are you getting stuck? |
| 00:38:39 | 00:38:44 | What is it that you, you know, what's on your mind? |
| 00:38:45 | 00:38:50 | And by having a few conversations with your ideal, |
| 00:38:50 | 00:38:51 | and your ideal customer, if possible. |
| 00:38:51 | 00:38:54 | So if it's A, they could already |
| 00:38:54 | 00:38:56 | be an ascended or higher level customer |
| 00:38:56 | 00:38:58 | that is subscribed to your services. |
| 00:38:58 | 00:38:59 | They also could maybe just be people |
| 00:38:59 | 00:39:01 | who haven't done business with you |
| 00:39:01 | 00:39:03 | but they're on your list and you invite them |
| 00:39:03 | 00:39:05 | into a Zoom brainstorm meeting where you're like, listen, |
| 00:39:05 | 00:39:06 | I actually wanna add some value and just ask you some |
| 00:39:06 | 00:39:10 | questions, which, and then on a shallower level |
| 00:39:10 | 00:39:12 | but still very powerful, if you have |
| 00:39:12 | 00:39:14 | a YouTube community tab, which is when |
| 00:39:14 | 00:39:17 | you get 500 subscribers do polls on your YouTube community |
| 00:39:17 | 00:39:19 | tab to get feedback. |
| 00:39:19 | 00:39:21 | You might even watch, you come down |
| 00:39:21 | 00:39:24 | to four titles and topics and say, |
| 00:39:24 | 00:39:25 | hey, which one of these are you most interested in? |
| 00:39:25 | 00:39:28 | And you go to your YouTube community tab. |
| 00:39:28 | 00:39:29 | Here's what I love about this. |
| 00:39:29 | 00:39:31 | It is hard to make a video. |
| 00:39:31 | 00:39:32 | You might wanna take a shower that day, |
| 00:39:32 | 00:39:35 | you might wanna turn the lights on, you know, |
| 00:39:35 | 00:39:37 | you might wanna actually iron your shirt, |
| 00:39:37 | 00:39:39 | you might wanna eat a good breakfast, |
| 00:39:39 | 00:39:43 | you wanna film maybe a couple videos, |
| 00:39:43 | 00:39:44 | you gotta get up and actually do it. |
| 00:39:44 | 00:39:49 | So why not before you do that post the four potential topics |
| 00:39:50 | 00:39:53 | on where you can do a group survey, |
| 00:39:53 | 00:39:55 | it could be in a Facebook group, could be on Twitter, |
| 00:39:55 | 00:39:58 | but your YouTube community tab, and then actually see. |
| 00:39:58 | 00:39:59 | One will probably disproportionately |
| 00:39:59 | 00:40:02 | be outvoted than the others which is a, |
| 00:40:02 | 00:40:05 | has a lot to do with the topic. |
| 00:40:05 | 00:40:07 | It might be influenced by the mystery around the title, |
| 00:40:07 | 00:40:09 | but then it goes, okay, the logline got signed off |
| 00:40:09 | 00:40:14 | by kind of a crowdsourced, you know, |
| 00:40:14 | 00:40:15 | focus group type of environment. |
| 00:40:15 | 00:40:17 | So you could do that digitally or on the phone. |
| 00:40:17 | 00:40:21 | And then three, I think I love the tool vidIQ, |
| 00:40:21 | 00:40:24 | and they have a lot of trending features. |
| 00:40:24 | 00:40:27 | So you can watch certain search terms, |
| 00:40:27 | 00:40:29 | which are almost more like intent terms. |
| 00:40:29 | 00:40:32 | And you could see what videos are trending around that. |
| 00:40:32 | 00:40:35 | So if you're toking, so then you might say, |
| 00:40:35 | 00:40:36 | oh, I should tok about that too. |
| 00:40:36 | 00:40:39 | I should share my unique perspective on that thing as well. |
| 00:40:39 | 00:40:44 | And you could, so looking at tools like vidIQ |
| 00:40:44 | 00:40:46 | and anywhere else where you might be able to spot trends. |
| 00:40:46 | 00:40:50 | BuzzSumo, you know, paying attention to Google News, |
| 00:40:50 | 00:40:53 | paying attention to different hashtags, |
| 00:40:53 | 00:40:55 | whatever that is for you, I think. |
| 00:40:55 | 00:40:58 | And then finally I, and I put this last |
| 00:40:58 | 00:41:01 | because I think there's marginal power to it. |
| 00:41:01 | 00:41:03 | I think that you could do a lot originally |
| 00:41:03 | 00:41:06 | by focusing way more on your customers |
| 00:41:06 | 00:41:07 | than on your competitors. |
| 00:41:07 | 00:41:11 | Because I think too often we actually are too worried |
| 00:41:11 | 00:41:13 | about our competitors and trying to like react |
| 00:41:13 | 00:41:15 | to what they're doing or react to what they're saying |
| 00:41:15 | 00:41:18 | when really, if we just serve our customer |
| 00:41:18 | 00:41:22 | and address the thing keeping our customer up at night |
| 00:41:22 | 00:41:23 | we'll be better for it. |
| 00:41:23 | 00:41:25 | But there is value number four, to looking |
| 00:41:25 | 00:41:29 | on someone else's channel that's in your industry |
| 00:41:29 | 00:41:32 | and seeing what topics are performing best for them. |
| 00:41:32 | 00:41:36 | vidIQ has a trending tool that gets overlaid |
| 00:41:36 | 00:41:39 | over your YouTube channel that that shows |
| 00:41:39 | 00:41:44 | the view velocity VPH, views per hour of videos |
| 00:41:44 | 00:41:46 | on someone else's channel. |
| 00:41:46 | 00:41:47 | And the most powerful way you could use that |
| 00:41:47 | 00:41:49 | is you actually go to their channel |
| 00:41:49 | 00:41:51 | and you don't see which videos are getting a lot |
| 00:41:51 | 00:41:54 | of view velocity in a week or even two weeks. |
| 00:41:54 | 00:41:55 | You actually are curious which videos |
| 00:41:55 | 00:41:58 | are getting a lot of view velocity three months old, |
| 00:41:58 | 00:42:00 | six months old, two years old, |
| 00:42:00 | 00:42:02 | 'cause it shows you there's some evergreen weight |
| 00:42:02 | 00:42:03 | to that topic. |
| 00:42:03 | 00:42:05 | So if you added your video to that conversation |
| 00:42:05 | 00:42:09 | around a similar topic, you might not just get, |
| 00:42:09 | 00:42:12 | 'cause some of this too if you're reacting to news, |
| 00:42:12 | 00:42:14 | some YouTube content's a little more ephemeral. |
| 00:42:14 | 00:42:17 | If you react to something that's just trending now, |
| 00:42:17 | 00:42:21 | then it might not have a long lifespan, which is fine. |
| 00:42:21 | 00:42:22 | But there's also the possibility |
| 00:42:22 | 00:42:25 | of just toking about top of mind, |
| 00:42:25 | 00:42:28 | evergreen topics that are the biggest pain points |
| 00:42:28 | 00:42:30 | your target audience has year after year |
| 00:42:30 | 00:42:32 | after year after year. |
| 00:42:32 | 00:42:34 | And we've discovered that that, |
| 00:42:34 | 00:42:36 | you know, like for it, for one, |
| 00:42:36 | 00:42:39 | there's something magic and all of the YouTube teachers |
| 00:42:39 | 00:42:40 | would know about this, around how do you get |
| 00:42:40 | 00:42:42 | your first 1,000 subscribers. |
| 00:42:42 | 00:42:45 | Like how to get your first 1,000 subscribers |
| 00:42:45 | 00:42:49 | is the wording and the topic as a YouTube teacher |
| 00:42:49 | 00:42:52 | that a large group of people want. |
| 00:42:52 | 00:42:56 | It's more than 10,000 subscribers and even more |
| 00:42:56 | 00:42:57 | than a 100,000. |
| 00:42:57 | 00:42:59 | It's where a lot of people are depending on, you know, |
| 00:42:59 | 00:43:00 | reaching 'em right where they are. |
| 00:43:00 | 00:43:04 | So there's something about, that's also an evergreen topic, |
| 00:43:04 | 00:43:08 | but it's also the wording and what, where, |
| 00:43:08 | 00:43:11 | how the pain is expressed by viewers wanting |
| 00:43:11 | 00:43:14 | to start YouTube or break through that barrier. |
| 00:43:14 | 00:43:16 | So I think figuring that out from maybe |
| 00:43:16 | 00:43:19 | your competitor's channels and using some tools |
| 00:43:19 | 00:43:20 | to discern that, those are some different ways |
| 00:43:20 | 00:43:23 | to inform what topic you should create next. |
| 00:43:23 | 00:43:24 | - Awesome. |
| 00:43:24 | 00:43:27 | Let's do a similar lightning round on thumbnails. |
| 00:43:27 | 00:43:29 | Like what have you learned? |
| 00:43:29 | 00:43:31 | Just couple of quick tips for people |
| 00:43:31 | 00:43:34 | who want to focus on thumbnails. |
| 00:43:34 | 00:43:36 | - Thumbnails. |
| 00:43:36 | 00:43:38 | We learned this from actually a Netflix study |
| 00:43:38 | 00:43:43 | that thumbnails should have maximum three things in them. |
| 00:43:43 | 00:43:44 | So huge mistake people make is thumbnails are too busy. |
| 00:43:44 | 00:43:48 | If your logo's in the lower left hand corner |
| 00:43:48 | 00:43:49 | and then you've repeated the title in it, |
| 00:43:49 | 00:43:51 | and then it's kind of a, you're trying |
| 00:43:51 | 00:43:54 | to show a whole like office tour but it's too zoomed out |
| 00:43:54 | 00:43:56 | so it looks cluttered and then you're in it as well, |
| 00:43:56 | 00:43:59 | and then there's some other emoji in it as well, |
| 00:43:59 | 00:44:00 | it's too much stuff happening. |
| 00:44:00 | 00:44:02 | Simplify it down. |
| 00:44:02 | 00:44:05 | In fact, one of the most powerful mindset things |
| 00:44:05 | 00:44:09 | to consider is actually go hang out on Hulu and HBO Max |
| 00:44:09 | 00:44:12 | and Amazon Prime and Netflix, and look at those thumbnails. |
| 00:44:12 | 00:44:16 | Like those that's a mastery level of, |
| 00:44:16 | 00:44:18 | and one of the things that's also interesting |
| 00:44:18 | 00:44:21 | is Netflix will test their thumbnails. |
| 00:44:21 | 00:44:22 | They'll change 'em. |
| 00:44:22 | 00:44:23 | They'll they'll split test em and change 'em. |
| 00:44:23 | 00:44:28 | We don't really have the ability to do that on YouTube. |
| 00:44:28 | 00:44:29 | Maybe we some someday will. |
| 00:44:29 | 00:44:31 | There are some tools who kind of try |
| 00:44:31 | 00:44:33 | to sort of imitate that, but the punchline |
| 00:44:33 | 00:44:36 | is thinking through those best practikes |
| 00:44:36 | 00:44:38 | and thinking about the rule of three. |
| 00:44:38 | 00:44:40 | What that could look like is if you are going to be |
| 00:44:40 | 00:44:45 | in the thumbnail, it's maybe you with emotion on your face |
| 00:44:46 | 00:44:51 | of some kind, emotion that reinforces and people might go, |
| 00:44:51 | 00:44:53 | I don't wanna make the YouTuber face. |
| 00:44:53 | 00:44:56 | Well, you can decide how extreme it needs to be. |
| 00:44:56 | 00:44:58 | You don't have to be like, just looking |
| 00:44:58 | 00:45:00 | like an absolute lunatik, although there's plenty examples |
| 00:45:00 | 00:45:03 | of me out there looking that way I think. |
| 00:45:03 | 00:45:05 | But emotionally- - And the YouTube face, |
| 00:45:05 | 00:45:08 | we should say the YouTube face is kind of that open mouth |
| 00:45:08 | 00:45:09 | shock kind of thing, right? |
| 00:45:09 | 00:45:10 | - Open mouth shocked. |
| 00:45:10 | 00:45:12 | It's just, and it's hyper exaggerated. |
| 00:45:12 | 00:45:13 | - Yeah. - But there is something, |
| 00:45:13 | 00:45:15 | again, emotions matter. |
| 00:45:15 | 00:45:16 | - Right. - So is the video sad? |
| 00:45:16 | 00:45:18 | - Right. - Are you worried |
| 00:45:18 | 00:45:20 | about the real estate crash? |
| 00:45:20 | 00:45:21 | Are you worried? |
| 00:45:21 | 00:45:23 | Are you excited? |
| 00:45:23 | 00:45:24 | Are you stoic? |
| 00:45:24 | 00:45:26 | Are you, so thinking about you have your face, |
| 00:45:26 | 00:45:31 | you might have one item, so we might have one camera |
| 00:45:31 | 00:45:34 | or something, and then we don't repeat the title |
| 00:45:34 | 00:45:34 | in the thumbnail. |
| 00:45:34 | 00:45:36 | You might have one word. |
| 00:45:36 | 00:45:41 | And so a thumbnail for us might be a picture of Nolan's face |
| 00:45:41 | 00:45:45 | kind of curious about a new camera |
| 00:45:45 | 00:45:48 | and the camera is on screen and maybe on the lens, |
| 00:45:48 | 00:45:51 | we put a question mark, what camera is it? |
| 00:45:51 | 00:45:55 | And then maybe we put 4K as a resolution |
| 00:45:55 | 00:45:59 | and it's like the 4K killer?. |
| 00:45:59 | 00:46:04 | Or we put something, we say new Sony camera. |
| 00:46:04 | 00:46:08 | And then the title says something like game changing camera |
| 00:46:08 | 00:46:11 | from Sony makes you know, and so there's a headline to it. |
| 00:46:11 | 00:46:15 | So to summarize, if possible emotions matter. |
| 00:46:15 | 00:46:18 | Research has shown that people do resonate with faces |
| 00:46:18 | 00:46:21 | and so if you do wanna have your face in there, |
| 00:46:21 | 00:46:24 | having your face in the thumbnail |
| 00:46:24 | 00:46:26 | with some degree of emotion, it doesn't have |
| 00:46:26 | 00:46:27 | to be overly exaggerated. |
| 00:46:27 | 00:46:31 | But the reason it is overly exaggerated final couple tips |
| 00:46:31 | 00:46:34 | is just because it's such a small piece of real estate |
| 00:46:34 | 00:46:36 | and you're trying to stand out. |
| 00:46:36 | 00:46:38 | So a couple tips are emotion, |
| 00:46:38 | 00:46:40 | but possibly exaggerated emotion, |
| 00:46:40 | 00:46:42 | 'cause it's a little more than necessary |
| 00:46:42 | 00:46:45 | to get someone's attention to look. |
| 00:46:45 | 00:46:48 | Color, but boost up that contrast |
| 00:46:48 | 00:46:53 | or that saturation by 20, 30% because you're trying |
| 00:46:53 | 00:46:56 | to stand out on the mobile feed and on the TV. |
| 00:46:56 | 00:47:01 | And then simplicity though, because what story |
| 00:47:02 | 00:47:04 | are you trying to tell? |
| 00:47:04 | 00:47:05 | So don't try to tell too much. |
| 00:47:05 | 00:47:07 | Here's one of my biggest challenges. |
| 00:47:07 | 00:47:08 | We do a lot of office tours. |
| 00:47:08 | 00:47:11 | It's hard to show an office in a thumbnail, |
| 00:47:11 | 00:47:12 | it's too much to see. |
| 00:47:12 | 00:47:15 | It's very cluttered and busy looking by if you, |
| 00:47:15 | 00:47:18 | you know, back out and take a wide shot. |
| 00:47:18 | 00:47:23 | Typically you want contrast of depth, of perspective. |
| 00:47:27 | 00:47:30 | And typically tighter shots are gonna be better |
| 00:47:30 | 00:47:32 | than wide shots 'cause what is it? |
| 00:47:32 | 00:47:32 | That's a big question. |
| 00:47:32 | 00:47:33 | Like what am I looking at? |
| 00:47:33 | 00:47:36 | Or can I even really see it or can I really discern it? |
| 00:47:36 | 00:47:38 | So a lot of times you wanna probably zoom in more |
| 00:47:38 | 00:47:41 | and sometimes a way we'll do that |
| 00:47:41 | 00:47:42 | is what tells the story. |
| 00:47:42 | 00:47:47 | And finally I'll say don't be afraid of staging |
| 00:47:47 | 00:47:50 | the thumbnail in an ethical and authentik way, |
| 00:47:50 | 00:47:54 | meaning producing a photo or taking a photo |
| 00:47:54 | 00:47:58 | that is true to the content but is, |
| 00:47:58 | 00:48:00 | that is accomplishing the purpose of the thumbnail. |
| 00:48:00 | 00:48:01 | Here's the goal of the thumbnail, |
| 00:48:01 | 00:48:02 | to get the person to click. |
| 00:48:02 | 00:48:03 | - Right. - In an honest, |
| 00:48:03 | 00:48:05 | non clickbaity way or an ethical clickbaity way, |
| 00:48:05 | 00:48:08 | meaning you're just ethically getting them |
| 00:48:08 | 00:48:10 | to click on something that will be delivered in the video. |
| 00:48:10 | 00:48:14 | But what that might mean, there was a shabby chic channel |
| 00:48:14 | 00:48:15 | I was coaching. |
| 00:48:15 | 00:48:16 | They have a lot of shabby chic decor. |
| 00:48:16 | 00:48:19 | If you take a wide shot of a shabby chic room, |
| 00:48:19 | 00:48:20 | you could see nothing. |
| 00:48:20 | 00:48:23 | It's just too, it's all kind of white, all blends together. |
| 00:48:23 | 00:48:26 | And so it would not be unreasonable |
| 00:48:26 | 00:48:29 | to take a partikular lamp and a candle |
| 00:48:29 | 00:48:32 | and an end table and move it against a wall |
| 00:48:32 | 00:48:34 | so it's isolated against a plain color wall |
| 00:48:34 | 00:48:38 | and take a photo of it so that minimal things |
| 00:48:38 | 00:48:39 | are clear in the thumbnail. |
| 00:48:39 | 00:48:41 | That looks very interesting, |
| 00:48:41 | 00:48:44 | but that might express that more is revealed |
| 00:48:44 | 00:48:45 | in the entire video. |
| 00:48:45 | 00:48:48 | So that would simply mean that thinking about this |
| 00:48:48 | 00:48:49 | and ending with this big idea. |
| 00:48:49 | 00:48:54 | Mr. Beast has been known to spend $10,000 |
| 00:48:54 | 00:48:57 | or more producing just a thumbnail, |
| 00:48:57 | 00:48:59 | digging in actual hole when he buried himself alive, |
| 00:48:59 | 00:49:02 | getting into the hole, building in a real coffin, |
| 00:49:02 | 00:49:07 | getting people up on scaffolding to take a real photo of him |
| 00:49:07 | 00:49:09 | down in it. |
| 00:49:09 | 00:49:13 | And one thing that my friend Rob Wilson over |
| 00:49:13 | 00:49:15 | at vidIQ revealed and they have a video about this, |
| 00:49:17 | 00:49:20 | Mr. Beast recently has gone back to his old videos |
| 00:49:20 | 00:49:23 | and done thumbnail redesigns. |
| 00:49:23 | 00:49:25 | And you can watch the graph. |
| 00:49:25 | 00:49:26 | The videos was just chugging along |
| 00:49:26 | 00:49:28 | at kind of a flat line, getting views, |
| 00:49:28 | 00:49:31 | but they shot up because he actually went back |
| 00:49:31 | 00:49:34 | and brought his, you know, today's knowledge |
| 00:49:34 | 00:49:36 | as well as today's even production value |
| 00:49:36 | 00:49:38 | of creating a thumbnail from scratch. |
| 00:49:38 | 00:49:40 | That's a little overwhelming for us as marketers |
| 00:49:40 | 00:49:42 | I would agree, but I think it just, |
| 00:49:42 | 00:49:46 | it tells me that it's worth you taking five extra minutes |
| 00:49:46 | 00:49:49 | to think through how could I express |
| 00:49:49 | 00:49:54 | what this video is gonna say and spend a little extra time |
| 00:49:54 | 00:49:57 | in your thumbnails taking a photo if necessary, |
| 00:49:57 | 00:49:59 | using stok photography if necessary. |
| 00:49:59 | 00:50:02 | And then practikal, I'm dropping a lot here, |
| 00:50:02 | 00:50:05 | but lightning round, practikal tips that I like to do |
| 00:50:05 | 00:50:07 | is I do have a thumbnail designer now, |
| 00:50:07 | 00:50:10 | which is a full-time graphic designer on our team. |
| 00:50:10 | 00:50:14 | Up until two years ago or less I was that person |
| 00:50:14 | 00:50:17 | for the first, you know, four years of Think Media |
| 00:50:17 | 00:50:20 | and then the previous six years of building YouTube |
| 00:50:20 | 00:50:20 | as a side hustle. |
| 00:50:20 | 00:50:25 | So canva.com you know, Photoshop, if you're comfortable. |
| 00:50:25 | 00:50:26 | I was my own graphic designer. |
| 00:50:26 | 00:50:31 | But today what I will do is I'll get a gray paper |
| 00:50:31 | 00:50:34 | background, you could just tack that up on your wall, |
| 00:50:34 | 00:50:37 | some decent lighting, you don't need anything fancy, |
| 00:50:37 | 00:50:41 | but if you wanna outsource and hire a freelance photographer |
| 00:50:41 | 00:50:45 | or, you know, somebody, I will get a couple |
| 00:50:45 | 00:50:46 | different shirt changes. |
| 00:50:46 | 00:50:49 | I will get props, cameras. |
| 00:50:49 | 00:50:51 | In my case, you know, I've got a silver |
| 00:50:51 | 00:50:53 | and gold play button so I might take photos |
| 00:50:53 | 00:50:55 | that illustrate that's the desired end result |
| 00:50:55 | 00:50:56 | of somebody growing on YouTube. |
| 00:50:56 | 00:50:59 | I'll bring props over, cameras over. |
| 00:50:59 | 00:51:03 | I'll bring a blank book over like a white book, |
| 00:51:03 | 00:51:05 | 'cause it could just put words on it or a blank iPad, |
| 00:51:05 | 00:51:07 | hold that up or blank phone. |
| 00:51:07 | 00:51:10 | And I will take a couple hours |
| 00:51:10 | 00:51:15 | to shoot a thumbnail batch of different emotions. |
| 00:51:16 | 00:51:20 | I look surprised, you know, and I'll also go on YouTube |
| 00:51:20 | 00:51:21 | and study other videos and say, okay, |
| 00:51:21 | 00:51:25 | what expressions do I want to put in this batch of photos? |
| 00:51:25 | 00:51:28 | And then those are on Dropbox |
| 00:51:28 | 00:51:32 | and there's probably a 100, you know, |
| 00:51:32 | 00:51:36 | pretty crispy photos of me for the videos I'm in. |
| 00:51:36 | 00:51:39 | And I haven't, I've probably been using |
| 00:51:39 | 00:51:41 | that batch for a year. |
| 00:51:41 | 00:51:44 | And if you also there's services |
| 00:51:44 | 00:51:46 | that can make thumbnails for you. |
| 00:51:46 | 00:51:48 | \But as far as having a big batch of creative, |
| 00:51:48 | 00:51:51 | they're just say, it's pretty exhaustive. |
| 00:51:51 | 00:51:54 | I mean, my wanting to do it again |
| 00:51:54 | 00:51:57 | is just because I get bored, |
| 00:51:57 | 00:51:59 | the results are not lower on our channel. |
| 00:51:59 | 00:52:01 | Like there's enough, you know, |
| 00:52:01 | 00:52:03 | and tips on that would be different color changes. |
| 00:52:03 | 00:52:06 | Like, it's nice to have, maybe your best colors |
| 00:52:06 | 00:52:09 | but you have some kind of a blue color way |
| 00:52:09 | 00:52:13 | or you have a black just T-shirt, or you wear a suit, |
| 00:52:13 | 00:52:15 | like you could put a tie on which that might not even |
| 00:52:15 | 00:52:16 | be your thing, but it tells a story. |
| 00:52:16 | 00:52:19 | It tells like, you know, such and such for professionals |
| 00:52:19 | 00:52:20 | or whatever. |
| 00:52:20 | 00:52:21 | And so it's, you can have fun with it. |
| 00:52:21 | 00:52:24 | And that might sound like, oh my gosh, I don't wanna, |
| 00:52:24 | 00:52:27 | you know, that sounds, I don't wanna do a photoshoot, |
| 00:52:27 | 00:52:29 | but think about the leverage of that. |
| 00:52:29 | 00:52:33 | I did that one time like 12 months ago and, |
| 00:52:33 | 00:52:35 | we post almost 10 videos a week between our video podcast, |
| 00:52:35 | 00:52:39 | proper videos on our YouTube channel five a week. |
| 00:52:39 | 00:52:44 | So I do lots of things in kind of a systematik, |
| 00:52:44 | 00:52:46 | scalable way. |
| 00:52:46 | 00:52:47 | I'm looking for that leverage. |
| 00:52:47 | 00:52:49 | And so, yes, it took some forethought and work, |
| 00:52:49 | 00:52:53 | but it saves massive time on the other side. |
| 00:52:53 | 00:52:55 | And so I hope that lightning round was valuable |
| 00:52:55 | 00:52:57 | but that was a lot of thumbnail thoughts. |
| 00:52:57 | 00:52:58 | - A 100% valuable, Sean. |
| 00:52:58 | 00:53:01 | Now I know we've just scratched |
| 00:53:01 | 00:53:03 | the surface of the perfect video recipe. |
| 00:53:03 | 00:53:06 | If people wanna dig deeper, is there a place |
| 00:53:06 | 00:53:08 | they can go to learn the whole darn thing? |
| 00:53:08 | 00:53:09 | - Yeah, absolutely. |
| 00:53:09 | 00:53:11 | We actually have what's called freeyoutubeschool.com, |
| 00:53:11 | 00:53:16 | which is just a free resources that'll help you go deeper. |
| 00:53:16 | 00:53:21 | And so that URL is just freeyoutubeschool.com. |
| 00:53:21 | 00:53:26 | And also depending on when this comes out, |
| 00:53:29 | 00:53:31 | "YouTube Secret" second edition Mike |
| 00:53:31 | 00:53:35 | is out now or about to be out. |
| 00:53:35 | 00:53:37 | And so- - May 26th is when this drops. |
| 00:53:37 | 00:53:40 | - Great and so we, it'll be out. |
| 00:53:40 | 00:53:43 | And so "YouTube Secrets" second edition |
| 00:53:43 | 00:53:46 | is we rewrote the book. |
| 00:53:46 | 00:53:48 | A lot of the things that still work |
| 00:53:48 | 00:53:51 | which were the original seven Cs of success still work, |
| 00:53:51 | 00:53:53 | but the new chapter in the book is on |
| 00:53:53 | 00:53:56 | new YouTube features as well as the perfect video recipe. |
| 00:53:56 | 00:53:59 | And so that's just on Amazon ebook, physical book, |
| 00:53:59 | 00:54:02 | audio book, and all new stats, |
| 00:54:02 | 00:54:04 | a lot of new and some outdated things too. |
| 00:54:04 | 00:54:09 | So we felt it was time, "YouTube Secrets" came out in 2018, |
| 00:54:09 | 00:54:14 | so fully updated for a 2022 and beyond world. |
| 00:54:14 | 00:54:16 | "YouTube Secrets," second edition, |
| 00:54:16 | 00:54:18 | were super excited and the perfect video recipe |
| 00:54:18 | 00:54:23 | is broken down in detail with all the spices as well. |
| 00:54:23 | 00:54:26 | Not just the four ingredients, but the 10 spices, |
| 00:54:26 | 00:54:29 | they're all in their "YouTube Secrets," |
| 00:54:29 | 00:54:31 | second edition on Amazon. |
| 00:54:31 | 00:54:32 | - Sean, if people want to connect with you on the socials, |
| 00:54:32 | 00:54:34 | is there a preferred channel? |
| 00:54:34 | 00:54:37 | And if so, what is your ID on that channel? |
| 00:54:37 | 00:54:40 | - I mean, Sean Cannell rhymes with YouTube channel |
| 00:54:40 | 00:54:44 | and that's Instagram would be my favorite place |
| 00:54:44 | 00:54:46 | to kinda hang out social media wise. |
| 00:54:46 | 00:54:48 | I love Instagram stories and Reels now. |
| 00:54:48 | 00:54:52 | In fact, Mike, I just like, I've been doing Reels |
| 00:54:52 | 00:54:54 | of repurposed content but I think I just made |
| 00:54:54 | 00:54:56 | my first reel with like music and it was |
| 00:54:56 | 00:54:59 | 'cause I was at a wedding and it was a outfit change. |
| 00:54:59 | 00:55:01 | So I'm trying to dip my toes. |
| 00:55:01 | 00:55:05 | Brock Johnson is constantly shaming me |
| 00:55:05 | 00:55:09 | and guilting me for not making four Reels a day. |
| 00:55:09 | 00:55:11 | So I'm excited about what's happening with vertikal video |
| 00:55:11 | 00:55:15 | and Instagram would be a fun place to hang out. |
| 00:55:15 | 00:55:16 | Sean Cannell on Instagram. |
| 00:55:16 | 00:55:19 | - That's C-A-N-N-E-L-L. |
| 00:55:19 | 00:55:21 | Sean, thank you so much for answering all my questions |
| 00:55:21 | 00:55:23 | and providing a lot of wisdom to our audience. |
| 00:55:23 | 00:55:24 | We're way better because of it. |
| 00:55:24 | 00:55:26 | - Thank you so much for having me on the show. |
| 00:55:26 | 00:55:29 | Appreciate you and so grateful for the opportunity. |
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