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YouTube Video Success Recipe Revealed

Published on: December 5 2022 by Social Media Examiner

YouTube Video Success Recipe Revealed

The above is a brief introduction to YouTube Video Success Recipe Revealed.

Let's move on to the first section of YouTube Video Success Recipe Revealed!

YouTube Video Success Recipe Revealed

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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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