0:00

Do you know the difference between YouTube long form earnings

0:02

versus YouTube shorts? No,

0:05

do you have example from your earnings? Or

0:07

this was on Twitter. I'm struggling to find a tweet

0:10

right now, but this was

0:12

a billion YouTube long form views versus

0:14

a billion YouTube shorts. And I think the

0:16

one that had a billion YouTube long form

0:18

views was like fifty grand or something like

0:21

that, and then the billion YouTube

0:23

shorts views is like four hundred and forty dollars, I

0:25

believe Yeah. So you

0:27

know TikTok has a struggle monetizing, right, I

0:30

believe it. They've had it for a long time. Their

0:32

solution key commerce, Yes,

0:35

exactly. Yeah, it's tough

0:37

to monetize short form content because think

0:39

about what you're training

0:42

the person. You're training the person to just

0:45

consume content really quickly, or if you don't like,

0:47

you just skip to the next thing. I don't

0:49

remember anyone from watching shorts, Nobody,

0:52

really, I don't remember anyone. Do you remember anyone?

0:54

Yeah? Who, Charlie Demilio, No,

0:57

I don't remember. Trying to but I don't see those

1:00

because of TikTok and stuff like that. Yeah, so

1:02

who do you remember from watching shorts? I don't remember anybody.

1:05

I see a lot of people like I see

1:07

your friend Gary, Jeffrey

1:09

something. What's his last Jeffrey Wou Jeffrey

1:11

Wu. I see him a lot on shorts, by the way. Another

1:15

person I see quite a bit on shorts, Cody

1:17

Sanchez. Yeah, but these are people

1:19

you know. Okay, how about

1:21

Alex Ramosi. I knew him first from you

1:23

know, I knew him first from shorts, not from in

1:25

person. Oh, I knew him directly

1:28

from it. It's not about do you remember

1:30

some of these things enough? So I don't know. Yeah,

1:33

But it's not just about watching

1:35

it enough. It's about the people have to

1:37

be really popular. Like if you look at Cody

1:39

and Alex and Leila, they're getting

1:41

so much airtime, right, They're

1:44

getting more airtime than people who

1:47

have four or five times more following than them, right,

1:49

And it's because their content is so engaging,

1:52

so you're seeing it at a higher percentage.

1:54

And because of that, it's just like, Okay,

1:56

cool, I remember these people and I know

1:58

who they are. I think you

2:01

talk we talk about the rule of seven, and

2:03

now it's like the rule of fourteen. I think for shorts you need the rule

2:06

of more maybe they need to see you at least like twenty times

2:08

or something to remember you. Totally agree,

2:10

and funny enough, I watch a lot

2:12

of long form content on YouTube. I actually watch

2:14

more long form content on YouTube

2:17

than I do consuming shorts,

2:19

and typically the long form content that I'm watching

2:21

on YouTube is interviews

2:24

of financial people, like an interview with

2:26

Jamie Diamond or Andre Stevis who

2:28

runs BTG packed well in

2:30

Brazil's their version of Goldman Sachs, the guys

2:34

pretty you know, substantial

2:36

position on the Forbes List. But there's a lot

2:38

of financial people that I watch

2:41

or learn about through YouTube, and

2:43

I'll go through our video and

2:46

I don't need to see them again. I know who they

2:48

are and quite a bit about them just from that one video

2:50

because there's so many stories that

2:52

you heard, there's so many interactions in that one hour

2:55

that is infinitely more, in my

2:57

opinion, infinitely more rememberable

3:00

or memorable versus a short.

3:02

That's the real problem. Mostly social networks

3:05

want to push shorts because that's what people want to consume.

3:08

But it's hard to push a lot of value in a

3:10

minute. I'm not saying it's impossible, but in

3:12

B to B it's really hard to get to the meat

3:14

of something and give tons of value in a one minute

3:17

clip or a one minute thirty or however long depending

3:19

on the platform. YouTube shorts still won't allow

3:21

more than a minute. It just it

3:24

sucks. Long form for

3:27

me is still the best way to consume and

3:29

digest information, at least

3:31

in B to B. You know most people. So when

3:33

I spoke to Pat Flin and Kevin has read you about

3:35

this, they when they look at their view So you

3:38

know, Pat Flins, you start this new Pokemon channel has

3:40

like nine hundred thousand subs. Now, they don't

3:42

even look at the short form views. They kind of disregard

3:44

it. They just focus on the long form views. And I

3:46

think a lot of YouTubers have gone in that direction because

3:49

when you use mister B's tools, I think it's called

3:51

view stats, you can see how

3:53

many of your views are long form versus short

3:55

form. So food for thought,

3:58

dude, random question for you. I know you've

4:00

been creating a lot of content for YouTube and

4:02

the social networks. You've been creating broad

4:04

content as well, and I think I texted you about

4:06

this too. One of your guys started talking

4:08

about dating and some

4:10

of the other things involved in dating that

4:13

some people would be okay

4:15

with, some people would be offended

4:17

with. To be honest, people are fighting each other in the comments.

4:19

Oh they are okay, how'd

4:21

that go? That video's ripping

4:24

now? So oh, let me give you a hack

4:26

here. This one's going to do well for sure, for

4:28

real swatch. So if you want to

4:30

grow really fast on YouTube, there's

4:32

for sure, I'll guarantee you. I've at my life. You don't know this hack,

4:36

well, there's one hack. So this video. When we first published

4:38

this long form video, it was like

4:40

dying. It was like nine out of ten, right, or

4:42

ten out of ten on YouTube? But you did it with another person,

4:44

Yeah, we did it with

4:46

the relationship

4:48

guy. Did you make him a collaborator? No,

4:50

we didn't make him a collaborator? What do you mean collaborator?

4:52

Or if you add them too, then you do better?

4:55

What do you mean you add them? Well

4:57

that's Instagram? Yeah okay, but you' okay.

5:00

So here's what you need to do on YouTube

5:03

if you do an interview podcast and you want it

5:05

to grow very quickly. So basically

5:10

the video was tanking initially, and then

5:12

I sent the guest a text.

5:14

I said, hey, are you willing to share this on

5:16

your community tab? And so he shared

5:18

the video on his community tab. At first she was like a little cagey

5:21

about it. Then he shared it and then it just started

5:23

ripping and then from there it just like it has. We

5:25

haven't looked back. In fact, it's accelerating now in terms

5:27

of the views per hour. Yesterday

5:30

it was like one hundred views per hour, so now it's like seven hundred

5:32

views per which is a lot. And then now

5:35

I know this video will probably get like over one hundred thousand

5:37

plus views. And so it's using

5:39

that community to tap because when you posted a community tab,

5:42

it looks like you're posting it right,

5:44

So that's a little hack. And then anybody does a podcast

5:47

with you just ask him right after, hey, are you down to share your

5:49

community tab? So it's pretty much a collaboration

5:51

for your YouTube. Yes, so you're very

5:53

close. Yeah, yeah, we've

5:56

seen the same thing. And the only reason I know this

5:58

is when you interview a lot of people. So I

6:00

assumed there would be collaborations at least like on it.

6:02

No, I wasn't doing it before TikTok. I wasn't doing

6:04

it like barely, like

6:06

it's like because people are actually cagy

6:08

about doing the collab on Instagram,

6:11

but the collab on YouTube is way easier. That's a way

6:13

lower lift because people don't know how that that's

6:15

considered a collab. Yeah, dude, when

6:17

I get the requests, I just ignore all of them. Yeah,

6:19

I ignore like ninety nine percent. So

6:22

even from some of my teams. One of my team

6:25

members just even when like they add me to

6:27

a story and they're like, I'm

6:29

like, this is in Portuguese, I'm not going to share

6:31

this. So you know, Okay, you just

6:33

went to you just came out from Brazil and you spoke at a conference

6:36

and you had like there's a one day where

6:38

you had like thirty different stories,

6:40

right, not even Neil, I've probably had

6:42

two three hundred. Did you know Instagram

6:44

limits how many stories you can have? How

6:46

many do you post? I posted all of them, but

6:48

they started removing some of them, and they started telling

6:50

me I'm abusing a feature of sharing

6:53

a story, but was it you doing it? Yeah? I

6:55

went through. It took me like a few hours to go

6:57

through and add each story because everyone

6:59

that was taped, you're just adding them all. So I

7:01

spoke at a conference called VTEX. It was massive.

7:04

I don't know how many people were there, but thousands

7:06

and thousands and a five thousand persons

7:08

more. How to be way main stage, I mean,

7:11

yeah, the main stage was massive. So

7:14

depending on the country that you go to, Like in the United

7:16

States, people don't do it as much. Canada they

7:18

somewhat do it, But it depends on the

7:20

country that you're going to. In places like Brazil

7:23

or Middle East or Asia,

7:25

you see them doing this really often. So

7:28

I'll have two three hundred four hundred

7:31

people just tagging me in a story

7:34

post two. But let's just go with the stories.

7:36

So then what I do is I go

7:38

through every single person that does it

7:41

and I add them to my story all right

7:44

over time. If you get a lot of these spacebook

7:46

i mean, Instagram does not like it, and they'll start

7:48

cutting you off and then you got to slow it

7:50

down and then eventually they let you do it. But

7:53

I've seen my stories disappear because I keep adding

7:55

more and it hasn't been twenty four hours from

7:57

even the original story that I'm sharing, you

7:59

know, going online, and they

8:02

just start deleting your older ones that you shared

8:04

an hour ago. But the

8:06

reason I do this is really simple,

8:08

and I do this for most conferences I go to

8:11

unless they're enterprise.

8:14

So like yesterday, I did an event with the CMA

8:17

Canada Marketing Association. All

8:19

enterprise brands that are like

8:22

RBC, you don't think of any

8:24

big Canada company. They

8:26

were there in the room, a VP of marketing,

8:28

CMO, CEO, COO, president,

8:30

etc. Places like that.

8:33

You won't see them doing it as much. But

8:36

when you're going after people who are

8:38

mid level out of corporation or lower,

8:41

they'll do it all day long. And what

8:43

we find is it creates a much

8:46

loyal, more loyal community. They

8:48

start following you. A lot of those people never follow you,

8:50

they start following you, they start liking your stuff,

8:52

they start commenting, even if it's

8:54

in English and they don't understand it. Yeah.

8:56

So I mean you're sharing it to engage with the community,

8:59

and you know that's good will that comes back to the end of

9:01

the day. And for me, it's not

9:03

about who views this story. It's

9:05

about they get a message on Instagram

9:08

that Neil shared it. Oh my yes, and they

9:10

really appreciate it. Yeah, because most people

9:13

I don't have a lot of followers, but I have enough where

9:15

people are like, I can't believe you did this. I'm

9:17

really happy and please thank you very much. Yeah,

9:20

it makes sense. By

9:22

the way, those of

9:24

you that are going to Hubspots inbound, Neil and I will

9:26

both be doing a marketing school session there. Plus

9:28

we'll both be on different stages as well, so

9:30

come hang out. It'll be fun. We're

9:33

we have to plan out. There's actually a little session too

9:35

that we have. Remember we had that last time. No,

9:38

we had the are you talking about

9:40

in the conference the meeting street at

9:42

the conference center that was ahead of the day that we spoke.

9:45

Yeah, not session. It was more so like where

9:47

all the boots were. We just stood there and

9:49

people came to ask this question. Yeah, yeah, yeah,

9:51

yeahah. So we're doing that again. All right, real quick, I

9:54

need to tell you about the group that Neil

9:56

and I created called the Agency Owners Association.

9:58

And this is a group that's similar to entrepreneurial

10:00

organizations such as YPO or EO. By

10:03

the way, Neil and I are both a YPO, but we

10:05

thought it would be really cool if we're able to

10:07

create a group that's dedicated to agency

10:09

owners to helping them scale. So you can be at six figures,

10:11

seven figures, eight figures. We have different groups for different

10:13

levels. All you have to do is go to marketing

10:16

school the io Slash agency again,

10:18

that's marketing school the ioslash agency, and

10:20

you can go there to apply. And I will tell you right

10:22

now what we're doing is there's an online community.

10:24

We do calls every now and then there's stuff that

10:26

we share in there that we don't share publicly,

10:28

and you can at least the online community you can counsel

10:31

on any time, so you can go there to learn more about it.

10:33

And that being said, back to the

10:36

video. Amazon has a new ad feature out. These

10:38

are called non endemic ads. Have you

10:40

heard of this? What do they do? So

10:42

this guy leer In Hirshcorn

10:44

shares this on LinkedIn, so

10:46

he says third party cookies are on their way out.

10:48

And Amazon is in a very good position right now.

10:51

With Apple already cracking down on third

10:53

party cookies on Safari and Google Chrome facing

10:55

them out in twenty twenty four, Amazon stands

10:57

to benefit majorly because they own such a massive

10:59

audience and their ads and checkout

11:01

are happening on the same platform. We're going

11:03

to see more brands, more and more brands flocked

11:06

to Amazon to be able to access

11:08

that data that they won't be able to access elsewhere,

11:11

possibly seeing companies without physical products advertising

11:13

on Amazon because of the tremendous amount of data

11:16

that they have about shoppers and shopper behavior on the

11:18

platform. So that's coming

11:20

down and it's calling. That's called coming down the pipe.

11:22

It's called non endemic ads. So funny

11:25

enough, I didn't know the name, but already knew about it.

11:27

Amazon has marketing evangelists that reach

11:29

out to us and they let us know about all the new stuff that

11:31

come out months before. This one's

11:33

been around for a little bit, but most people don't know what it

11:35

is. You want to know what the coolest AD format that Amazon

11:38

has? What did you

11:40

know that in their shows that they make.

11:43

Let's say they make a show with

11:46

you and it's about the zombie

11:48

apocalypse and all this kind of stuff, and you're wearing

11:51

Converse shoes and you're you're

11:53

on a table like this and you're talking to someone

11:56

and you have aquapana water

11:59

like I have drinks rich water, guys.

12:01

See I'm just drinking regular water here. What's

12:03

inside airwon No no

12:06

filtered water, guys, Okay. Eric

12:09

sent me a link the other day being like airon water

12:11

is the best. No, he's drinking low score water. I

12:13

am drinking low score water. What

12:16

they can actually do is they can switch out this aquapana

12:19

for ebyon oh, and they can

12:21

do it for impressions, and they can switch it out in the

12:23

show or the movie or anything they produce, and they can do

12:25

it master you mentioned this before. Yeah,

12:27

not just for water, but for a lot of things

12:29

in the movie or show. That's

12:32

the coolest Amazon ad product

12:34

I've ever seen. Most people don't know about why

12:36

why did they buy MGM? You know what

12:38

I mean? Yeah, so now they're going to do

12:40

stuff with it. By the way, speaking of Amazon,

12:42

no, no, no, it's harder for them to do or

12:45

it probably can't go back and yeah, exactly, it's really

12:47

hard forward. Correct. That's why they have all the capabilities

12:50

now. All right, So I wanted to take a second to tell

12:52

you about leveling up founders.

12:54

This is an event slash

12:56

Mastermind for people doing seven eight

12:59

nine figures or founders that are doing that

13:01

amount. And we've been doing this event for a couple

13:03

of years now. We've had amazing speakers,

13:05

but more than anything, it's about the people. What

13:07

I mean by that is like minded people

13:10

want to hang out with like minded people, and this is the

13:12

best spot to connect with people of a certain

13:14

caliber. And we vet every single person that

13:16

comes through. So if people are

13:19

even though they make a lot of money, but their character we don't

13:21

really align with that, we're not necessarily going to

13:23

let them in. We do this event in Beverly Hills and it's

13:25

happening in the beginning of

13:27

August. All you have to do to learn more about

13:29

it is just go to levelingop dot com slash Founders.

13:32

Again, it's levelingop dot com slash founders.

13:34

If you want to hang out with amazing people. Neil, my

13:36

podcast co host, is going to be there. I'm going to

13:38

be there. People like Sayed Bulky he will

13:40

be there as well. And again it's going to

13:42

be a great time levelingop dot com slash

13:44

founders to learn more and we'll see

13:47

you inside. Speaking of Amazon, have you heard the Kindle

13:49

and Oprah story before? No? Okay,

13:52

so Kindle when

13:54

they're starting it back

13:57

in the day, Amazon didn't have any product, They didn't have any

13:59

flag ship product yet. And then Jeff

14:02

Bezos was hardcore about hey,

14:04

we need to have like a like a reader, and people

14:06

are like, is this product going to be a distraction whatever,

14:09

it's gonna be a waste of time. When they first launched,

14:11

like, it did really well. People, they it

14:13

sold out pretty quickly, but it

14:16

did okay. It wasn't like crushing it yet, right.

14:18

It wasn't until Oprah

14:20

mentioned that the Kindle

14:23

was her new favorite book that sales

14:25

skyrocketed and then from their Kindle

14:28

just took off. Right. But the lesson

14:30

with Kindle too is that sometimes

14:33

you know they were losing money on the Kindle.

14:35

They started in I think two thousand and four

14:37

or so, or maybe yeah, two thousand and

14:39

four. They didn't finish the project until maybe

14:41

two thousand and seven or two thousand and eight. They the

14:43

first year and a half, they'd always go into these

14:45

board meetings and then the CFO would be like, Jeff,

14:48

like how much more money do you want to spend on this thing? And

14:50

Jeff's like, how much money do you have to spend? And

14:52

so this is when they're like really unprofitable and everyone's

14:55

making fun of them, right, but like

14:57

that's the amount of guts to take sometimes to bet

14:59

on something where you have no idea where it's going to go. But same

15:01

story with the fire the fire phone. You probably don't remember

15:04

what that is. I know what it is. Yeah, that did

15:06

not work out. It didn't work out, So Kindle in the

15:08

long run did not work out. No, I don't use my

15:10

Kindle anymore. But that also goes

15:12

to show you the power of an influencer again with Oprah.

15:15

Yeah, do you know why Kindle got crushed?

15:17

You know, crush Kindle? I just I don't

15:20

know. I just go back to reading books. But why the tablets?

15:23

I can't read on a tablet, you

15:25

can't. No, but a Kindle is the

15:27

same thing. No, it's different because the e

15:30

ink it feels like you're reading like a like

15:33

an actual book. It doesn't hurt your eyes as much, and

15:35

the battery lasts forever. That's what made it revolutionary.

15:37

You can adjust the iPad settings on

15:39

the monitor. It hurts after a while still for

15:42

you, even if you just use it in general for a long

15:44

time, does it hurt? Yeah, I don't have that problem.

15:46

Well, i've Lasik. Maybe that's the problem I have Lasik

15:48

as well. Oh, yeah, you have better Lasik. I

15:50

don't know if I have better Lasik, but I think everyone's

15:53

different. But the point I'm making is

15:55

if you look at the Kindle, I remember

15:57

when it first came out, I wasn't the first one

15:59

with this high I bet you Apple and others

16:01

thought about it years or right when Kindle first

16:03

came out. I was just like, this

16:05

would be really cool if it was a thin computer like

16:07

this and it had a you know, touchscreen

16:11

and a keyboard and everything, and it could

16:13

just be really easy to use for a

16:16

computer. And iPad

16:18

pretty much did a better version of

16:20

what I was thinking. And I wasn't thinking of it for

16:22

Apple. They were thinking ahead of me, and

16:25

that was really crushed the Kindle.

16:28

But that is it for today. Please don't forget

16:30

to rate, view, subscribe, go to marketing school dot

16:32

ioslash agency if you want to join the Agency

16:34

Owners Association. That's a group Neil and

16:36

I have to help agency owners grow. And yeah,

16:39

we'll catch you later.