← Content Is Profit
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- [00:00]
A
Hey guys and welcome back to Content is Profit. I did something smart today. I got Fonzie to record with us because we need his opinion and his feedback and some of YouTube's most incredible updates to date. Are you aware Fonse, of what's going on in the YouTube world?
- [00:18]
B
Appreciate it. Here reporting live from.
- [00:22]
A
Okay, quick backstory for those listening. Fonzie has been trying to get like a hands on like microphone for the longest time and he finally made it work at home in his home setup. So good job, Fonzie.
- [00:33]
B
Yeah, you, you brought me the, the rode wireless go like a year ago and I've never used it. I still want a legit one with a cable. I just haven't pulled the trigger and get one. But again, reminder for you listening, you do not need one to record. You can it just wants it.
- [00:51]
A
It's fine. It's okay to want it. It's just don't let it stop from publishing.
- [00:55]
B
I'm gonna tell you why I decided to do it first. I like to have stuff in my hands and on the last episode I had the talking balls, right? Those meditation Chinese metal balls that you kind of like roll around your hand that are supposed to like calm you down. And we had somebody sign up for the content clarity challenge, the one on one free five day challenge. So you know, shout out right there if you want to join us, let us know.
- [01:22]
A
Yeah, Bassroads, cl4/monetize. There you go, Fonzie.
- [01:26]
B
And somebody was like, somebody was like I love the podcast but with my ADHD it was a little hard to focus with the Fonsi's talking balls. So I was like, you know what, I'm going to skip the talking balls and I'm going to use the microphone that you brought me like a year ago.
- [01:43]
A
That was hilarious. But yeah, shout out. Yeah. Just came out of two awesome calls with quick update by the way in our world. So we have the say it and sell it challenge. Today we unveiled a new tool from one of our partners at Captcha is going to be amazing. They are the first people in the world to have access to it and the call everybody was mind blowing. It's so cool. Like we are able to save at least four hours of post production time with this tool for what people wanted to do it and tackling email, which is one of the most intimidating things when it comes to content. So I'm stoked and also helped one of our agency customers with their ideation and creation. They were a little stuck so we.
- [02:25]
B
Did a little Formula.
- [02:26]
A
So maybe at the end we can go over that.
- [02:28]
B
But are they stuck? Maybe they need to join the one on one content clarity challenge for five days for free.
- [02:35]
A
No, she wanted like a solution for her podcast. I already gave her, so it's okay. One point for me.
- [02:40]
B
All right. Also, you know what? You're not fun fact here for, for those watching. If you're listening to this, you might, or you might want to watch it. I'm going to show it. I'm not even going to say it. You're going to show it. Okay. And then people can. For the looks. For the looks, yes. Oh, my gosh.
- [03:04]
A
All right. For the people listening.
- [03:06]
B
They can if you're listening, not if you're listening to this. Just make sure you watch the video. You go catch the, the shorts. Follow us on Instagram at Biz Bros. Go. And maybe just be one of those.
- [03:16]
A
Shorts that comes out. Yeah. All right. Well, this morning, you know, I, I saw a thumbnail of one of our awesome people that create content that we admire. And the title says YouTube just changed. And I'll describe the thumbnail to you. Fonzie, right, is in the Center St. YouTube CEO. Then to the left you see Mr. Beast, Logan Paul to the right hand side, I think her name is Cleo. She does like a lot of like scientific essay type videos. And Casey Neistat. And I was like, oh my gosh, what happened?
- [03:53]
B
We were like kneeling in front of them too. Was that that picture?
- [03:57]
A
Yep. Absolutely. We're like next to the CEO. One day. One day. One day. But, you know, I started consuming and, you know, the whole talk the last couple weeks, if you, if you have been in this space, has been about the big changes that YouTube is bringing to the platform. And there's a ton that we gotta consume. And then one of our awesome friends, Seth, who has been on the show, is a big producer for some of the top, you know, shows in the world, including Alex Ramosi's and Layla shows. He made an interesting LinkedIn post about the five biggest things announced that made YouTube like around the YouTube news that will change the game for content creators and specifically podcasters. Right. But I think this applies to everybody, especially when a lot more people are kind of levitating towards like YouTube as their main platform. Right. So we're gonna go through those, we're gonna go through the five first and then there's a few others that I thought they were interesting, worth mentioning that could be really interesting for a lot of people to get feedback and get better at their Content creation. So you ready?
- [04:59]
B
Almost ready. Right, before we start, make sure to go to Bizro Co Monetize so you can join the content clarity challenge. We can put you on the right path. Now hit us up. We're going fast.
- [05:12]
A
We're going fast. Okay, so number one is obviously, I think this is the biggest one is collaborations. So similar to what Instagram has been doing, but now you can do this on YouTube. You can now collaborate with up to five creators on a single video. This means that if you invite the guest to collab, the episode will be shown on both audiences. Huge channel growth opportunity by collaborating with different guests. And again, keep in mind, this is if the other person accepts that collaboration, obviously. But you know, what I was watching on the video with John is a lot of people have been like going back and retroactively adding those collaborations on past episodes. So we have some homework to do. Fonzie, we have 600 episodes that we have to go back and submit collaborations. But the main example, I think when they rolled this out was with Mr. Beast and Mark Robert when they did a collaboration for Team Water. And it was insane. Like obviously both. Both channels with big audiences. Right. Mixing the video up. And I think it's a great opportunity to kind of show into that. So what are your thoughts?
- [06:18]
B
Well, if I'm not mistaken, I think that collaboration was either Mr. Beast or Mark Robert did a part one, and for you to check part two, you had to go to the other channel. Not sure if that would work the same way if you add it as a collaboration, just because then both videos will show in both feeds. But that's exactly what it is. Yeah. Can I move one audience, you know, to the other side as well? So I mean, it might work the same way. Who knows? Now what my first initial thought is, and I'm thinking about mostly your clients, people that we help. Right. And people that have their own podcast that might not be Alex or Mosi status. Right. Maybe level A influencers. If you want to be shared in an above level influencer, you know that you might have as a guest on your podcast if you want to be shared as a collaborator on their channel. This is where producing quality content is going to come in. I see a lot of obviously very low quality zoom interviews that you're like, why is that? Why is she talking to a Minecraft character? And they get posted like that. I get very, very low quality. That's going to change. If you want to leverage somebody audiences, you're going to have to create something that is worth sharing with their audiences.
- [07:55]
A
So probably under, under that person's eyes, right? Because again we're not, we're not. I want to, I want to be very clear. Like we're not trashing, at least I'm not trashing low quality content because like we have to start somewhere at the end of the day and we have to work with the tools that we have available. But we've had, I mean this, this happened yesterday in one of your coaching calls, right? Like what the perception of the creator is. It's like X, right? But maybe the perception of the audience or the perception of the guest is X +5, right? And it's like, okay, how do we put it in a position of like understanding what quality means for that other person that we want to collaborate with. So that's where communication, you know, works. And maybe for, for them is enough of a great message, right? That might be the quality bar for that person or that visually, right? Like hey, maybe there's a minimum video quality that they require to collab. So I think there's going to be a lot of opportunity there. But it's like stay open.
- [08:50]
B
I'm not talking one levels of production, but if you have a big guest on your show, I would encourage you to research how, how their content looks like, right? And then can I make my production quality, my messaging quality, you know, relatable to their big channel, the audience that I want to borrow? Because if I make something that fits right into their strategy, it fits right into how their content looks like. They will be more willing to share it, you know. Yeah, I think an example, and obviously this might be a little far fetched, right? But imagine you're interviewing somebody like Tom Bilyeu, right? For those that don't know Tom Bilyeu, huge creator, he founded Quest. Now after they sold the 4 billions, he pretty much started a media company. He has a very large podcast, interview based, talks to a lot of people. Imagine you bring him to your show and you have an interview online. Most of his interviews are in person, right? And you interview him online and then you just give them again, let's say a tier C kind of like low level production, like, oh, here it is Tom, like can you share it? Do you think somebody, right, that is keeping his image at a certain level will want to share that on their platform? And again, he might say yes. Who knows, I'm just again improvising here. He might say yes because the quality of the message might be absolutely amazing. But what I'm saying is we can Go the extra mile and present that in a way that it looks like he is the one that created that. Right. Maybe we create an awesome intro that is going to get a lot of people's attention, similar to the ones that he creates on his podcast, and then we share with him and he can do it. So I think it's a fun challenge, honestly. I think it's a huge, huge opportunity for smaller creators that are having big creators on their shows on their platforms. And again, I'm talking mostly podcasting here to leverage other people's audiences.
- [11:02]
A
Yeah.
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B
But there's going to have to be an effort, and I think you already see that on reels. Like, when you post a reel and you ask somebody as a collaborator, a lot of the times people do not share them.
- [11:13]
A
Yeah, I'll say, obviously, you know, for the creator, right. At the end of the day when I guess you're an artist and at some point, you know, egos can get hurt. You know, especially, you know, we have this live example yesterday of, like, hey, maybe this is not good enough for, you know, being out there based on the goals that you have. Right. At the end of the day, I'm a big fan of putting it out there and improving as we go. But, you know, don't be hurt when people don't accept the collaboration. Be like, okay, what kind of why? Maybe we ask the conversation why not? And then we can get better as creators. And then to get to a point where everybody can accept that. I think it's gonna be an interesting situation, too, with, like, brands, for example, where, you know, we. We had a. I'm a big fan of a chat of a channel called Challenge Accepted where she just bec. Of the first YouTube creators that are sponsored by Red Bull, like a Red Bull creator. So, like, expect, like, these new videos where they're sharing both channels. Right. At the end of the day, it's like, okay, Red Bull has a very good quality channel. Challenge accepts. It has, you know, a channel that aligns with what they do. Now that collaboration might seem, like, really simple. So expect, like, brands where, like, how can we get this collaboration feature? Very creative in a way where, like, we both grow. So there's going to be a lot of opportunities. Can't wait to see this. So I think, like, this episode is probably going to be, like, the first three, and then we'll do a part two where we continue doing this because.
- [12:31]
B
We both accept one and a half.
- [12:33]
A
Yeah. So the second point that this. I think this is a huge one. And again, under the eyes of not only podcasting, but content in general is ABC testing. You know, we've seen it so far with thumbnails, but you can also test up to three thumbnails and three titles, which is huge. Right. So, you know, maybe Creators publish on YouTube first to test the titles and then they pull the winning title for other platforms. For example, for audio, different things, but I thought this was really interesting. And then on John's video, there's actually a live showing like how this works. But, you know, we've talked, we talked about, you know, on podcasting, specifically, your titles are, you know, on audio first are your hooks. Right. To. For people to listen to the show, for example. So now that you get to test multiple versions of this, I think it's going to be very exciting for people that can get feedback faster and they optimize based on that.
- [13:29]
B
Yeah. So we've actually been using that feature. Well, mostly me, because you don't work with this YouTube channel that, you know, I pretty much manage. We've probably been using it for the last month or so. We got some early access, which is pretty cool. Honestly, again, I think it's good. I think it needs a little bit of work because it's not, at least for what I've seen. Let me rephrase this. When we first started doing it with the thumbnails is great, obviously, because it lets you test which thumbnail was going to do better than another, picks a winner. Simple, but very straightforward. Now, with the titles, the thing is, you have to match them. You have three combinations. Like, if you're going to split, test the thumbnail, like three different thumbnails and three different titles is not like it splits, split, test one thumbnails with all three titles and then the next thumbnail with all three titles. And so you have to match them, right? Like thumbnail A with title one, thumbnail B with title two, and so on. So I think that is. That maybe limits it a little bit. That might change up in the future. But ideally, I would like to do something kind of like what Meta does with their ads and they're creative, where you can just, you know, put a whole bunch of creative in there and their titles and then they match them and they make a lot of combinations. Right. And they test them out. I think that'll be ideal, where you just drop three thumbnails, three titles, and then you can test all combinations. Possible.
- [15:10]
A
Yeah.
- [15:11]
B
Now, the challenge with that is you would need a very big sample size of people watching the video to, you know, confidently have A winner because it's not the same, you know, you testing. I don't know, what would the math do? Like 912 different combinations compared to only 3 combinations. Right. So your sample size would have to be very large. Now what we've been doing with that is we have a pretty good kind of like winning formula for the thumbnails that we use for that channel. So now rather than testing the thumbnails, we. We create the one thumbnails and we're testing the titles individually for. For some topics that we know that perform really well, we might do a vice versa. Right. We have a title that we know will perform pretty good based on previous videos. And then we split test the thumbnail. So there's multiple different ways to do it. Obviously is better for the creator because it helps you, like my brother said, choose winning titles that are going to get more people's attention. But does it need a little bit of work, make it better? I think it can definitely be a little bit better.
- [16:21]
A
That's awesome that you guys have had this feedback. But I think for presenting this option for a lot of people that you're trying to guess titles out there, or maybe the titles is the second thought. They're so worried about maybe the main topic or about the guests that they're going to bring that at the end of the day, a title of the episode is a second thought. We've had a lot of people in the studio that come in and we only do the production for them. When we asked to see the back end or the channels, we're like, wow, these titles could be a little bit more curiosity based or we can create a little more curiosity instead of giving out the secret here or so on. So obviously there's a lot of room for improvement. But this effort that the platform is doing for testing inside of that platform is not only obviously a win for the creator, but it's also a way where people can use the platform a little bit more than just for publishing the episode. There's different features that we can see here. There's other stuff that we might be able to catch on on the next episode that is like this list that John had for almost like secondary options where they didn't have enough time to kind of deep dive into it, but they played to where now YouTube is moving into this space where people can work inside of the platform. Right. Including creating clips, kind of like what different platforms can do.
- [17:44]
B
Meanwhile Instagram deal with the edits. Right?
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A
Exactly.
- [17:47]
B
The one thing I will say is if you are a creator Whether you're doing a podcast, YouTube videos, mainly long form, and you are having your title as a second thought, you got to change that. You have to put way more intention into the title at the end of the day, right? It's like copywriting 101. I think it was David Ogilvy, he's like a famous ad man. He used to say you got to spend like 80% of your time on your headline, right? Like your headline is what's going to decide whether people actually read your article or not. In this case, your thumbnail, your title, what people call the packaging on these platforms. This was going to decide whether people are actually going to click and watch it. And if you think about what is the first thing that somebody watch, that's where you need to put the most amount of effort, right? Asymmetric effort. A lot of people just put a lot of effort into the, into editing something towards the end of the episode that only 10% of all viewers that came are going to be watching. Rather than putting all the attention on the headline, right? The title and the thumbnail, which 100% of the people that come across your video are going to be watching. That's what your main effort is going to be. A lot of creators, really, really good creators actually do the packaging before they even do the whole idea, right? Creators like Stephen Barlett from the Diary of a CEO. He tests like hundreds of headlines and thumbnails, right? They run ads and they see how people react so then they can have the winning combination when they finally publish the episode so organically. So again, you don't need to have those sort of resources and put that much money and you know, time if you don't have to, obviously. But I would say focus a lot of your energy and your intention into making better headlines and better thumbnails. Because as light a 1 2% increase on your click through rate can literally change the like hugely the amount of views that your, your videos or your podcast can have.
- [20:02]
A
Yeah, 100%. These are some of the things that obviously we chat about at least every Thursday with The Q&As on business creator Club. So you can go to Business Creator Club. And if you want a little bit more specialized attention with Fonse specifically you can go to Business Creator Bizros Co Monetize so you can do the Clarity Challenge, which at the time of this recording is still free. Let's go. Thank you, Foncy.
- [20:29]
B
All right, baby.
- [20:30]
A
To wrap up, we have about, we have about five more minutes to wrap up for the first three. And then like I said, we're going to do a part two with the, with the rest of it. But this is something that has been present in the podcasting audio only world for quite a bit. But I think it's going to shake up the industry when it comes to video production, right? It's dynamic brand deals, right? So in the past, obviously, you know, with. If you're familiar with dynamic ads or if you're not familiar with dynamic ads, basically you can upload your main episode without any kind of sponsorships baked in and then you can select the spots in the episode where you want to put that available for a month, two months, three months, or just campaign specific of that ad. So that way you know your video lives evergreen and then you can resell those ad spots and so on. That was not an option for YouTube or video content before and now it is, right? The YouTube world is going nuts over this one. This is like directly from Seth Post, right? And podcasters have been doing dynamic for a long time. However, being able to dynamically insert and remove brand deals and not being forced to keep those ads baked in forever will be huge. Like we mentioned, right? Like this is one of the reasons like we kind of hung on onto like the property like our show in YouTube. Like that's why we don't run ads on YouTube. We're like, we're not gonna bake in anything except our own stuff. And then I think it's very exciting to kind of see this and I think it's gonna open up the doors for a lot of obviously video creators and opportunities where it's like, hey, maybe a holiday ad, maybe a holiday promotion, maybe xyz. So more options to sell more ads. What do you think?
- [22:12]
B
Yeah, they gives more opportunity, right? I mean imagine before you had to sell a campaign on I'm going to sell you the next five episodes and you had to bake it in. Obviously you would. You will have to figure out what was from probably your previous episodes, how many listens you usually get and you sell something based on that. Again, if you want more and better content, the best content is sponsorship. Go check out or homie Justin Moore and go check out the episodes that we did with him. But what I see here is opportunity. Like you said, you can price campaigns differently. So imagine you, you to have pretty good evergreen, you know, content like your content, my. The long tail of it, you know, my receive who knows how many views and if you have that number, you can probably add that now to a current campaign and Earn more with somebody. Right. Like now, rather than putting a sponsorship for a brand in your Next, you know, five episodes, they can have it for the previous 200 episodes. They're still getting a whole bunch of views, or maybe they're not getting as much views, but collectively it's a pretty good number and that can increase that revenue for, for the creator. So I think it's a, it's a great opportunity. Not only that, it probably, you know, thinking about it, baked in ads are probably going to be way more valuable now because they're like, hey look, I can sell you a baked in. Ava, that, that thing is going to be probably a little bit more expensive.
- [23:47]
A
That's a great.
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B
Stay there forever. Right, so that's a great point. How do you manage those in terms of pricing when you're working with the brands, these brands? I think it's going to be pretty interesting.
- [23:57]
A
I mean, I think it's also a super interesting spot for people that have their own products where sometimes you might be creating content specifically for a launch that you might be doing or a specific outcome that you want and it has to be baked in and then that content, the content is good, but then the call to action, you know, stays there forever. And you might not sell that down the line because maybe the product just becomes irrelevant. Exactly. So I think like if you own your own business and you advertise through YouTube, I think this is massive because you can still have your high performing videos and then just update your call to action based on the campaign that you might be running for that period of time. So I think that that's massive. It's like, okay, for this period of time we have this content inventory of like 20, 30, 50 videos on this topic that are really good. They continue to perform. Maybe we can run ads to it on the back end and we're using those assets to promote our next campaign on our next launch. So I think it's going to be incredible for a number of reasons and I can't wait to see kind of like how people, apart from brands and sponsorships, like how people are using it for their specific videos and you know, it adds to it and maybe we talk about this on, on the next episode on Thursday. But it's also, you can now be also present on YouTube shorts like this. So obviously a lot of shorts, you know, they gain a little bit more traction, different things and you can, you're able to present these offers right on shorts.
- [25:23]
B
Yeah, I actually like that thought even better than what I was saying about the Sponsorships, sure. Obviously sponsorships are cool and a lot of people are probably going to go for it. That's the. I feel like that's the first thought that people have in mind when they talk about monetizing. But if you are. If you have a business, you have products, services, right. You have offers, you might be rotating them, you have different lead magnets that you might be using, you know, seasonally or, you know, you come up with new initiatives. It's amazing, right? Imagine. I don't know, this is a random number, but imagine 50% of your listens in podcasts or your views on YouTube come from your last video, and all other 50% of the views come from previous videos.
- [26:12]
A
Yeah.
- [26:13]
B
You are literally doubling the exposure of that call to action, that new resource, that new offer, by inserting this dynamic ad. I think that is an incredible opportunity.
- [26:25]
A
Yeah. Can't wait to see. And if you're listening to this or watching, if you're already trying it out, send us a message at Bizbrosco on Instagram. Find us on Facebook. Obviously, you can also leave a comment here on YouTube and Spotify, so let us know. We'd like to hear how you're using it and what results you're getting from it. So I think there's a ton of potential for all of this, And I think YouTube is taking some good steps to helping not only the big creators, but also the smaller creators that are starting on this platform. Fonzie, anything else you want to add before we head out?
- [27:00]
B
Not really excited for part two.
- [27:04]
A
How's it feel having a microphone in your hand?
- [27:09]
B
Feels good. Feels awesome. I'm not gonna lie. This one is nice, but it doesn't feel like I'm not a big fan of.
- [27:18]
A
You want a chunky, heavy one. That's what you want. You want a chunky, heavy mic.
- [27:23]
B
This one lacks the weight that implies.
- [27:25]
A
This is too much influencer. Too much influencer on this.
- [27:31]
B
Yeah. Next time. Next time I'm just gonna put it on a spatula. Yeah, exactly.
- [27:34]
A
You should do that. Or the fork. Anyways, guys, thank you so much for tuning into content is profit. Make sure that to check out the Business Creator Club. Business Creator Club. Or you can go and do the Clarity Challenge with Fonzie @BizroseCo. Forward slash, monetize, pick and choose. I say start with the Clarity Challenge and then roll into the community or anything else afterwards. But we're here to help present opportunities and let's help you create content. Create profits from your content. Let's go see you guys on Thursday. Take care.
- [28:06]
B
Let's go.