← Success Story with Scott D. Clary
Success Story with Scott D. Clary
Angelo Bahu - TikTok Creator | From Donut Shop to 750 Million Views
01:45:40
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- [00:00]
Scott Clary
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- [01:16]
Angelo Bahu (Yoangelo)
I feel like I've found myself falling into the two things that I wanted to do my whole life. One, business and two, being somewhere in the spotlight. When you have an entrepreneurial mindset, you're not thinking about what's in front of you, but what it could be.
- [01:30]
Scott Clary
He started behind the donut counter and ended up building a social media emp. Angelo Bahu, known online as Yoangelo, turned his family's gourmet shop into a stage, crafting viral recipes and stories that sparked millions of views. With a Gen Z mindset and a Gen Z audience.
- [01:45]
Angelo Bahu (Yoangelo)
I was working in the shop one day. We were about to close. I just was like, okay, before we close, let me just make this video. I start cutting open the donut. Start the video saying, I'm gonna be making a flavor today. My boss said, if it goes viral, we're gonna add this flavor to the menu. What made it so viral is the fact that everyone had their chance to participate.
- [02:00]
Scott Clary
He fused humor, food and brand strategy, proving that influence isn't about age, it's about audacity. Today, he blends tastes, trends and tradition. Into a movement others only try to copy.
- [02:12]
Angelo Bahu (Yoangelo)
You need to take the comments as feedback, needs to take it more analytically than anything. You just have to learn how to source your confidence from within yourself. Because when you're constantly relying on positive comments to kind of keep you afloat, the second it goes away, you're lost. Anything can go viral. You just have to be able to train your eye and your brain to figuring out how you can make that happen. A lot of people are under the impression that the only things that are viral are things that are viral. But when you train your eye, you can see the virality in just day to day things you can see in anything.
- [02:49]
Scott Clary
So think about an inflection point when you were just growing up that you think had a major pivotal role in who you are today.
- [02:58]
Angelo Bahu (Yoangelo)
I have a few. It's interesting because I feel like I found myself falling into the two things that I wanted to do my whole life. One, business and two, social media. Not exactly social media because it wasn't like as much of a thing when I was a kid, but whatever the results of social media are like being somewhere in the spotlight. And I would say when I was a kid I always loved to watch my parents and how they ran their businesses and things like that. So when I was younger I told my dad, I want to make money, I want to make money. So I put my head together, I, I went to Home Depot, I bought a bunch of car washing supplies and my little sister had a stroller cuz she was just a baby. So I put all the car washing supplies in the stroller and I rolled around to every single one of my neighbors and I was like, I can wash your car. I was like, you know, I'm not going to give a price, but just based on how I do, you can pay me accordingly. And I would end up getting like $20, some of them, $50, some of them. And that's when I realized I was like, wow, you know, this may have been a little bit harder than like other jobs, but I would love to continue to figure out how to make money on my own.
- [04:03]
Scott Clary
I love it. It's like some people I think are just born entrepreneurial.
- [04:06]
Angelo Bahu (Yoangelo)
Yeah, I think so.
- [04:07]
Scott Clary
I truly believe that. Tell me, tell me about your parents. Tell me, were they always entrepreneurial?
- [04:11]
Angelo Bahu (Yoangelo)
Yes, 100%. My mom's background, she always had family businesses. Like her family always had jewelry companies and she would run the entire show. So she's very business savvy. And, and my dad, he's been, he's Had a candy shop, like, since I was a kid. And he's had several things before I was even born, but he's always been really good into business, and I think that helped me a lot, for sure.
- [04:34]
Scott Clary
And obviously, I mean, I love the family dynamic because, like, your parents always wanted you to work with them. And I'm curious, did you always want to work with your parents, or was there a point, like, even when you were super young, you were like, I want to go do my own thing. And the reason I ask is because you've actually built this beautiful family business. But I've seen so many kids not want to work with their parents and want to go do other things.
- [04:57]
Angelo Bahu (Yoangelo)
I think the thing is, some. I think the thing is with my parents is they've always empowered me in whatever I wanted to do. There was a point where I wanted to be a musician, and they were so supportive of that, and there were several other things I wanted to do. So I think the fact that no matter what I've wanted to do, they've supported me is really important and kept me close to them, because even the conversations of, you know, me being involved in the business and not being involved in the business, like, they didn't force me, but it was my choice, and I think that's what makes it special and why I never wanted to kind of go another way.
- [05:34]
Scott Clary
Tell me a little bit about, like, how your family even got involved in Yonuts, because they sort of saved this. It was, I guess, a failing business, was like a one shop that they stepped in, and I guess the founders who they took it over from.
- [05:49]
Angelo Bahu (Yoangelo)
Yeah, so basically, you know, my family had businesses where we used to live in Michigan, but then eventually we moved our way to South Florida. We wanted to start something new and fresh. And we saw this business called Yonuts, and it was like a rundown coffee shop, and they had frozen yogurt, but there wasn't much hype to it.
- [06:08]
Scott Clary
And where was it?
- [06:09]
Angelo Bahu (Yoangelo)
This was in Sunrise. Right in front of ikea.
- [06:11]
Scott Clary
Yeah. Yeah.
- [06:11]
Angelo Bahu (Yoangelo)
So if you're not in Florida, it's like Fort Lauderdale area, I guess you could say. And, yeah, it was about to go out of business, and we took that as an opportunity to try something new. So we ended up buying it from the old owners, and we completely rebranded the concept. I would say about three times until we kind of found the right one. We took out the frozen yogurt, added donuts and ice cream. Like, the. The combination. The smashed donuts and stuff that. Yeah, so that's like, that's kind of how it's like.
- [06:42]
Scott Clary
Was it called Yonuts?
- [06:43]
Angelo Bahu (Yoangelo)
It was called Yona.
- [06:44]
Scott Clary
But did they sell donuts?
- [06:46]
Angelo Bahu (Yoangelo)
So it was. The yonuts was actually Yogurt and Donuts, like, frozen yogurt.
- [06:50]
Scott Clary
Ah, okay.
- [06:51]
Angelo Bahu (Yoangelo)
So initially we were actually gonna change the name and call it Dinky Donuts, which was the name of our initial franchise in Michigan. But I think we kind of fell in love with it. Like.
- [07:01]
Scott Clary
No, it's a good name. It's a very good name. But I would have never thought, like, yogurt and donuts is a wild concept for a restaurant.
- [07:08]
Angelo Bahu (Yoangelo)
Yeah, definitely. And look, like, I don't know, just. We kind of took out the yogurt but kept the name because we just realized it was really catchy and just people kept saying it. So what made.
- [07:19]
Scott Clary
What made your parents, like, want to take a bet on this one? So you're just like, your parents are coming down from Michigan to Florida. Good choice, because Michigan's cold as hell. And I get it. Like, also, how long ago was that?
- [07:32]
Angelo Bahu (Yoangelo)
I was nine when we moved.
- [07:34]
Scott Clary
Okay. So it was. It was a couple of years ago. They made the move and they wanted to. They wanted to just start fresh. And they're like, oh, my God, this failing yogurt donut franchise is like, what we want to get into.
- [07:47]
Angelo Bahu (Yoangelo)
Yeah. I mean, the thing is, like, I think when you have an entrepreneurial mindset, you're not thinking about what's in front of you, but what it could be, you know, And I think that. I think, especially I give credit to my dad, like, he saw the potential, and thank God he did, because being a visionary, you see things where other people don't. And clearly now where we're at is because he saw something in a failing yogurt donut brand, you know?
- [08:10]
Scott Clary
Okay, so where did TikTok come into the picture? Like, what was the. What was the idea? Obviously you didn't even tell your parents when you first started posting, which is really funny. And, you know, like, I'm sure now they're very happy that you did, but obviously, you know, when you're putting yourself out there, you're putting your parents business out there. Um, it's a little bit stressful, like, whatever. So what was the first. What was the first, like, post that you did or why did you even think that TikTok would work?
- [08:34]
Angelo Bahu (Yoangelo)
Right. So it's actually very interesting because I used to just work in the shop, just like normally Tuesdays behind the counter. Yeah, yeah, Just like, you know, working, helping customers. And, you know, I did have a social media background a little bit. Like I said before, I wanted to be a musician. So I had another social media account that I grew to almost a million followers at the time.
- [08:53]
Scott Clary
What do you play?
- [08:54]
Angelo Bahu (Yoangelo)
I do piano, a little bit of guitar, singing, all that stuff. Yeah. So. But that's. But that's my past life. But. But anyways, like, I had a little bit of a background, so that's important part of the story. But anyways, I was working in the shop one day. We were about to close, and I kind of premeditated this. I went to the dollar store, I bought some, like, sour candies, and I just was like, okay, before we close, I said to my cousin, I think before we close, let me just make this video. So I start cutting open the donut, and then I start the video saying, I'm going to be making a flavor today. And my boss said, if it goes viral, we're going to add this flavor to the menu. But the funny part is, I had no previous conversation about this with my dad or.
- [09:36]
Scott Clary
Who's your boss?
- [09:37]
Angelo Bahu (Yoangelo)
Yeah, exactly. I didn't talk to him about it because, I mean, I don't know, I just posted it. I thought it was a fun idea, but when I woke up the next day with 10 million views, like, I didn't. I didn't envision that part happening, at least to that extent.
- [09:50]
Scott Clary
Crazy, dude. That's crazy. I know, but I think that what you actually. What you're. What you're talking about, like, when you didn't, like, tell your dad about it, like, listen, there's a dynamic between, like, you know, your dad. This is your dad's business now, your business partners, but at the time, it was your dad's business. It doesn't matter, like, what the. What. What content you're putting out. You're always, like, worried, right? Like, what are people gonna think?
- [10:11]
Angelo Bahu (Yoangelo)
That's true.
- [10:12]
Scott Clary
And it's usually like, is this gonna be, like, stupid? Is gonna. People are gonna think this is dumb. Like, everybody goes through it. Doesn't matter if you're like, my first podcast, like, your first TikTok, like, everybody go. And it's like. I think it's like. I think that it's so important for people to understand that this imposter syndrome, when you first start posting, it's. It's like a requirement.
- [10:30]
Angelo Bahu (Yoangelo)
Yeah.
- [10:31]
Scott Clary
It's just going to happen.
- [10:31]
Angelo Bahu (Yoangelo)
Well, to the. To the point where I literally made the account on a Google voice phone number that, like, nobody could find in a new email that nobody could find. Because I'm like, if this doesn't get a million views, I don't want anyone in my circle to see it. Like nobody. So.
- [10:46]
Scott Clary
So you wake up with 10 million views, right? So you have like a little bit of knowledge with social. But this is like beyond.
- [10:54]
Angelo Bahu (Yoangelo)
Because the thing is like I've gotten these types of views before for sure, but this was a new account. This was one of the first posts. Also it was relating to my family's business, which my family's business was always like my best kept secret, you know, like it was something I did that brought me fulfillment, joy, like to help improve the business. But it was never something I actually highlighted on any of my social medias. So to have this new account, it just was like this new opportunity to really open the doors to whatever came next.
- [11:22]
Scott Clary
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- [13:57]
Angelo Bahu (Yoangelo)
I think it plays into the psychology that I always tell people when they want to get into social media. It's one thing to take something that's interesting to some people. Like, for example, desserts is interesting to some people, but not everybody. But it's another thing to find a way to make it relatable to everybody. Instead of just saying, I'm going to be making this dessert, I said, if this goes viral, like, if you give me the approval, then we're going to add it to the menu. So I think really what made it so viral is the fact that everyone kind of had their chance to participate and they had, you know, something that would strike an interest more than just a donut, but, like something like me doing something with it.
- [14:35]
Scott Clary
You know, I get that it's interesting, like bringing the audience in.
- [14:40]
Angelo Bahu (Yoangelo)
Exactly.
- [14:40]
Scott Clary
And I don't want to. I want to still sort of tell your story. But just one thing that seems interesting is you probably see this a lot as opposed to bringing the audience in with social, people are just like, talking at the audience.
- [14:53]
Angelo Bahu (Yoangelo)
Right. Happens a lot.
- [14:55]
Scott Clary
What happened with this first? Did you tell your parents after this went viral or no?
- [14:59]
Angelo Bahu (Yoangelo)
No. So I actually told someone on our team named Chloe. She has been doing a lot of the social media in the past, and she's very talented. So I kind of was like, hey, Chloe. Like, don't tell anyone, but here's. Here's the situation. And the next day, we just went in to film more videos. We bounce video ideas off of each other, and I decided to continue the series of making more flavors. I was like, oh, the last one didn't work because this happened. Let's try again. So I think I posted about four or five more of those videos, and a few days later, I'm at about half a million followers on TikTok. So we decided it was a good time to bring my dad and tell him about it.
- [15:37]
Scott Clary
The people. Like, half a million people's a lot of people in four days, dude, that's insane. Yeah, no one gets that. That's why Tik Tok is wild, because no one gets that kind of, like, organic. I don't care if you're starting a new Instagram account. Nobody gets that viral that quick.
- [15:51]
Angelo Bahu (Yoangelo)
It's hard. Yeah, yeah.
- [15:53]
Scott Clary
That's tough. I mean, even, like, forget it. Like, YouTube, Twitter, LinkedIn, Facebook, Instagram, like, Snapchat. Nobody goes that viral that quick. Where people, like, did somebody, like, walk in and recognize the store before you told your dad?
- [16:05]
Angelo Bahu (Yoangelo)
So, interestingly enough, it was really strange because I was getting all of these numbers, but at first I was like, okay, so are these people real? Like, what's happening?
- [16:16]
Scott Clary
Yeah.
- [16:16]
Angelo Bahu (Yoangelo)
And then I was like, am I.
- [16:17]
Scott Clary
Gonna go into the work tomorrow and there's gonna be, like, a crowd outside? Yeah, yeah.
- [16:20]
Angelo Bahu (Yoangelo)
Like, I didn't know. And then I looked. I think it was about a week later when a kid came in and I was helping him, and then he asked me to sign his cast. He broke his arm. I was the first person on this account. He was like, I saw your video where you made a flavor. Can you sign my cast? Like, I brought. I brought my grandma here, and, you know, that was actually a moment I don't think I'll ever forget.
- [16:41]
Scott Clary
That's beautiful. Yeah.
- [16:42]
Angelo Bahu (Yoangelo)
Like, it was really it. You know, the numbers are awesome, but when you see it in person, real people, it just really hits you differently.
- [16:50]
Scott Clary
So when did you. So you told your. Your parents, your dad, and what was the reaction?
- [16:58]
Angelo Bahu (Yoangelo)
Wait, I really have to take myself back here. I think he was just very, very impressed. And it comes back to the thing of, I know a lot of people, when I tell them the story, they expect my dad to be like, why did you do this? Now I have to add a flavor to the menu. But no, my dad is always able to see, I guess, the opportunities and things. So he was like, okay, well, what do we got to do to get this flavor on the menu? Like, And I'm just like, it's perfect. We worked. We. We branded it. I made several posts announcing it and got a lot of sales, that flavor. So.
- [17:25]
Scott Clary
Okay, so that's great. So this is like a weekend. And I think that even if you're getting this traction, like, there's only so many of these kinds of posts, like, a flavor of posts that you can do. Eventually, you got to, like, fuck other content.
- [17:39]
Angelo Bahu (Yoangelo)
Yeah.
- [17:40]
Scott Clary
So how do you start to turn this? And for, you know, it's in particular, then we're going to pull out, like, ideas and wisdom for any kind of business. How do you start to turn this into, like, a real strategy?
- [17:50]
Angelo Bahu (Yoangelo)
Right.
- [17:50]
Scott Clary
So you're not, you know, your dad's great and chill, but he's not adding, like, six flavors to the menu every week, Right?
- [17:56]
Angelo Bahu (Yoangelo)
Of course. No. So I think. Well, so to pivot out of that, we first of all finished a series. Maybe. I think there was about 15 videos or 20 videos in that series of making a flavor that you guys like. Yeah. So after that, we added it to the menu. But, yeah, of course, pivoting is important as a creator. You need to, you know, get as much juice as you can out of the squeeze, but then you have to figure out what's next. So for me, I think the first pivot I did was transitioning into making flavors for Zodiac signs, which. That's like, another thing of making things that are relatable, because I could have just been like, all right, that series is over. Let's just make flavors. But I don't think I would have held as much people as doing something so relatable as zodiacs. I made three per video, and I sometimes sprinkled little. Little controversial statements about each one, like, oh, Geminis have two personalities. Like, I'm a Gemini, so I can say that. But, like, I. That was, like, my next one. Um, and that did really well, actually. Some of those videos had over 20 million views within the first, like, few. Few days.
- [18:55]
Scott Clary
So how do you think through? That's wild. How do you think through, like, something that's relatable enough and then. And then, like, cross it over to what you're doing. Like, what's, like, the formula or, like, the thought process?
- [19:08]
Angelo Bahu (Yoangelo)
I think you just have to pay attention to what people are talking about. And if you're going into every social circle and you don't stop hearing about something, you probably should pay attention. For example, the movie Encanto was coming out a few years ago and my parents were talking about it at school. They were talking about it. My little sister came home from school and was talking about it too. So for me, I was like, how can I do something that relates to this, that something that everyone's talking about? So my next series was actually making flavors for the Encanto characters, and I really personalized them to kind of fit their personalities.
- [19:43]
Scott Clary
Yeah.
- [19:44]
Angelo Bahu (Yoangelo)
And that series did very well as well.
- [19:46]
Scott Clary
It's very smart. So, like, there's like, you. You tap into like cultural trends, but then it's a cultural trend plus your business.
- [19:55]
Angelo Bahu (Yoangelo)
Exactly.
- [19:55]
Scott Clary
Do you think there's space for businesses to just do stuff that, like, for example, I'll. I'll use the podcast as an example. Like, I don't tap into cultural trends. Right. As much. Sometimes you talk about, like, stuff that's happening in the news, but even before we press record, I'm like, I don't want to talk politics. I don't want to talk things that like, stress people out. This is supposed to be educational.
- [20:14]
Angelo Bahu (Yoangelo)
Right.
- [20:15]
Scott Clary
So, like, do you think that I'm making it harder on myself by not tapping into those? And I, I think actually sometimes I am. But is there a place for that kind of content as well? Or do you think that most people, if you're going to give advice to me, big, maybe you should tap into like, cultural stuff more often and bring. Bring on somebody. I don't know. I'm trying to think about other use cases. Somebody that doesn't have, like, I guess, the creative liberty, or maybe everybody does have the creative liberty to tap into stuff like that.
- [20:42]
Angelo Bahu (Yoangelo)
I think it's important to tap into things that you resonate with because at the end of the day, you have to stay true to who you are and have authenticity. So I really like the Encanto series because I've always been like a Disney kid, always watched Disney and loved, you know, all of those things. So for me, it was easy because I was actually doing something that I like. So a tip that I'd give to creators is, yes, it's important to do things that are relevant, but also things that are relevant to you and things that are important to you. Because if you're doing something that you're not really passionate about, you know, people, People will kind of sniff that out a little bit. And also it won't be as enjoyable for you. So this has to be something sustainable. Social media, a lot of people consider it a one and done. But when you really figure out how to sustain is where you know, the fruits of your labor come.
- [21:31]
Scott Clary
Yeah, I think that's smart. I think you have to stick with it long enough. I think people like, again, either people have early success and then they don't reinvent themselves, or they never have early success and they haven't put enough reps in to figure out what works. Okay, so you're scaling this bit. So now obviously social is like a heat part of Yonuts. What are your numbers at now? I'm just curious because I have numbers, but I don't know if these are still relevant. I have 2.5 billion views and 10 million followers. Is that still relevant?
- [21:59]
Angelo Bahu (Yoangelo)
That 1, 2.
- [22:01]
Scott Clary
That's insane. Numbers. That is insane.
- [22:03]
Angelo Bahu (Yoangelo)
Yeah, that's on you, on YouTube. 2.5 billion views. But I think with TikTok, it's over three and then. And total following, it's 10 million. Yeah.
- [22:11]
Scott Clary
That's amazing. And what has that meant for yonuts?
- [22:15]
Angelo Bahu (Yoangelo)
Honestly, it's meant a lot of things. I mean, I think something that brands struggle with so much is brand awareness. You come to a new city and you're ready to open, but nobody knows who you are. But now we're opening thousands of miles away from where I live, entering cities, and people know exactly who we are. They've seen it on Tik Tok, they've seen it on YouTube, they've seen it on Instagram, and. And people take for granted how powerful that can be. And it makes it so much easier to do certain initiatives because, you know, social media has such a broad audience. But at the same time, when you know how to manipulate the algorithm properly, you can hone in on exactly where you have your locations, where you have your stores, and you can make a big impact.
- [22:54]
Scott Clary
If somebody wants to use social to open up a brick and mortar store in a certain city and they just have a lot of. Of people that follow them. How do you know how. Where to open it or the strategy so that it's actually successful? Because I think that people can build followings, but you've done it in a way that you can actually say, in this city, we should open up a store.
- [23:17]
Angelo Bahu (Yoangelo)
I think it comes down to actually listening to what your audience wants because, you know, they're always telling you. And when you're telling them, I have a store, I have this location, I'm making this awesome product, people are going to start commenting like crazy. I want this in Arizona, I want this in Texas and Houston, and you kind of get more insight out of them. So I would just say pay attention to Your comments also ask the right questions. It's as simple as actually asking your audience, hey, where do you think we should open? If you make that. That little post and then you start seeing, out of all your 100 comments, 60 of them are from Houston. Maybe you should start looking in Houston.
- [23:54]
Scott Clary
So it's really just like you're looking at the information and the data that social is giving you.
- [23:58]
Angelo Bahu (Yoangelo)
Exactly.
- [23:58]
Scott Clary
Do you read all your comments?
- [24:00]
Angelo Bahu (Yoangelo)
I read a lot of them. Yeah, I do.
- [24:02]
Scott Clary
Do you not. Do you not get, like, stressed out? Because I'm sure that when you have the audience size that you have, you get a lot of positive, but a lot of negative, too.
- [24:09]
Angelo Bahu (Yoangelo)
Right. I was just explaining this on another podcast I was in, but you need to take the comments as feedback, and it's important, but, like. And you need to take it more analytically than anything. For example, when people are saying certain things, even when it comes down to you as a person, I kind of look at more as marketing. And sometimes people, if I see something consistent enough, I'll be like, okay, wait, where did this come from? But other times I'm just like, look, I'm here to do my thing, and when I feel like I want to do something, I'm going to, I guess, continue to do it. But when we look at it more of an analytical standpoint, I mean, you kind of just have to really see.
- [24:49]
Scott Clary
Like, what are they? So there's. Yeah, I get what you're saying. It's like, yes, there's assholes, but if enough people say the same thing, then maybe there's like a. Like a lesson that you can incorporate into your content.
- [24:59]
Angelo Bahu (Yoangelo)
Exactly. Yeah. You just have to take the comments as more as, like, you know, feedback. You don't take them too personally. Because I see people quitting social media, even because they're getting so many negative comments. And what I say to that is, you just have to learn how to source your confidence from within yourself. Because when you're constantly relying on positive comments to kind of keep you afloat and to source your ego, then, I mean, the second it goes away, you're lost. You have an ego death, and it's not very pretty. So.
- [25:30]
Scott Clary
Because you're focusing on, like, that dopamine.
- [25:32]
Angelo Bahu (Yoangelo)
Exactly.
- [25:32]
Scott Clary
Hit of, like, all positive.
- [25:34]
Angelo Bahu (Yoangelo)
Yeah. So I will say I read my comments, but I can handle it. And I've been doing this for a while, and it. Eventually you build a thick skin to it. But again, I'm not going to take. I'm going to take the positive comments, and I'm going to be appreciative, but I'm not going to allow it to, you know, be the reason I'm happy today.
- [25:50]
Scott Clary
Okay. So as this is growing, like, I mean, opportunities start coming. So you've done like Fox Business. You, you worked with Kevin Harrington, who's a shark from Shark Tank. What as you, as you start to post more, obviously it becomes like a huge part of your strategy. I just want to understand, like, where does this take the business? And then I want to talk about, like, the actual, like, content strategy and like the virality. Where does this actually take the business? So fast forward to today. What has this actually meant for you and Yonat?
- [26:19]
Angelo Bahu (Yoangelo)
So first of all, I mean, if we're gonna go past just the brand awareness and go even further, I mean, we've noticed the sales as a whole across the entire country raising because people are just coming in, they're so interested. They've seen it all over Instagram, all over TikTok and YouTube. And what's interesting is, yes, my, my social medias play a big part in it, but also how we were able to tie that back into the brand. We actually, we wanted to launch a new product back, I think end of 2022, because we just wanted to bring something new, a different kind of taste to yonuts. And what's interesting is I worked with my team and I made these ads that took posts on all of the local pages. And what's really interesting is when we posted these, we immediately saw sales shifts in different sales patterns with in several of our locations. It was crazy because I posted on Instagram and this is all organic, by the way, before we even put these on paid social, some of these on the local pages. Introducing our new product, which we put ice cream in a donut, hot press it, roll it in, cinnamon sugar.
- [27:25]
Scott Clary
That sounds absolutely delicious.
- [27:26]
Angelo Bahu (Yoangelo)
Yeah, but like these posts were getting millions of views organically on the local pages and all of a sudden we start seeing the month. Like October 2023 was a completely different month than October 2022. And these videos directly contributed to it. Like, we've never seen volumes this heavy. And it was my voice in the videos too. So there's an association with my social media. And an ad in your local city.
- [27:49]
Scott Clary
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- [31:07]
Angelo Bahu (Yoangelo)
I would say I honestly think I approached it differently because I posted these on Instagram. But I came into it with the mindset of a YouTube short, which the way I cut the videos, I felt like I was editing a YouTube short. And I think Instagram hasn't seen enough of that. And I think it sparked interest because you can tell in the analytics that something is different about this post because we've had these local pages for a while. But some reason these specific posts that I put my personal touch on absolutely blew up across several accounts. Our Phoenix account, our Sunrise account, our Dallas account, and several more. So I would say just taking a different approach on something that I already knew worked really helped it a lot.
- [31:48]
Scott Clary
That's so interesting. I wanted to ask you this. I think this is actually a really good segue. So does content on one platform, like, work on others? But I guess the answer is yes.
- [31:58]
Angelo Bahu (Yoangelo)
The answer is it's actually a great area because I was just explaining this yesterday for my course that's coming out soon. We'll get into that. Sometimes you're gonna take a piece of content and post it on all platforms, and you're gonna see on one platform it completely flops. And then on the other platform it does extremely well. And then there's going to be other pieces of content that do the exact opposite. I have some videos on Instagram that have 20 million views, and on YouTube barely cracked a million. And my audience on Instagram is actually much smaller compared to YouTube. So clearly Instagram like something out of me when I did that specific thing. But then I have the exact opposite happening where I'll post something on YouTube, 40 million views. But on Instagram didn't even get a gap, like less than a few hundred thousand.
- [32:44]
Scott Clary
But you realize these are still insane numbers, for sure. Like, most people are trying to get like a thousand views. Like, these are still wild numbers. So, like, something. Do you think that it was all from, like, that first? Like, I've always tried to figure this out too. It's like, what platform should you build on where the audience, like, trickles over to all the other platforms?
- [33:03]
Angelo Bahu (Yoangelo)
I would say to treat every platform as its own. Like, when I started transitioning from TikTok to YouTube, I didn't even tell my TikTok that I was doing that because at the end of the day, I don't want inactive followers. Because if you're on TikTok, you're probably not going to be scrolling as much on YouTube as you are on that platform. I wanted to figure out the next platform. And that's something I always say to creators. You need to know the platform you're posting on, not before. Because initially you should just be posting your content everywhere. Take 50 posts that you did on TikTok and turn it to 200 by posting on four different platforms. Right. But after that, you kind of understand the tone of each one. You see, out of those 50 videos, you know, A, B and C went viral here, D, E and F went viral here. And then you understand the tone much more. Right. But no, I wouldn't really focus on the trickling as much as I focus on each platform as its own.
- [33:53]
Scott Clary
Because you mentioned, like, you edited. You edited reels on Instagram, like you would edit them on YouTube.
- [34:00]
Angelo Bahu (Yoangelo)
Right.
- [34:01]
Scott Clary
So is there like one platform that you think if you can figure out that algorithm, then it'll go and work everywhere else, or.
- [34:11]
Angelo Bahu (Yoangelo)
No, it's really a hit or miss. I'm going to be completely honest, because you're going to do these videos and sometimes it's going to hit everywhere, and I call those a golden videos, but then sometimes it's not. But what I will say is that once you understand each and every one of your platforms and how they respond to you, you can cater the same video differently to them. I have some videos I'll find on Instagram and I'm like, I could do this on Instagram, but if I change these three variables, I can make it do well on YouTube as well. So it comes down to, yeah, there's going to be videos that go viral everywhere, but there's also going to be different things that you can do to make them go viral everywhere.
- [34:49]
Scott Clary
Yeah, that makes sense. And then you start to. So you start to. Step one is really just to start creating and posting 100, and then you start to pay attention and you start to see. So that same subject, that kills it on TikTok, if you just copied and paste it and post it, it may not kill it, but if you tweak a couple things, then maybe I see.
- [35:10]
Angelo Bahu (Yoangelo)
And like I said, I will always say to people, take what you have before you start switching it around and stuff. Because you don't know. Like, yeah, you might have this idea that you might need to make these three changes on this post. So it does well on Instagram. But I mean, maybe the post itself would have done well. That's why you need to just embrace the testing phase. It's a beautiful time where you get to figure out exactly who you're going to be on these platforms and set the tone.
- [35:31]
Scott Clary
One thing that I've seen you do, and I think that, you know, you asked me, like, which videos that I first see you in. And I think one of the major viral videos is when people are hating on you when you're filming in one of the. In one of your stores. Tell me that story. Think that's actually interesting. But also tell me why you think that went so viral. Like, what was the thing about people hating on you when you're trying to film that? I guess went viral on social.
- [35:56]
Angelo Bahu (Yoangelo)
Okay. For people who don't know the story, what happened was I was recording a video making flavories for Minions, which the new movie came out. The flavors look pretty cool, actually. But as I'm recording, these two customers kind of look over and they're like, that's so cringe. And it took me a minute to process what was going. I was like, what? But yeah, in the video, I mean, the comments say it more than, like, more than anything. But yeah, my, my smile, I was like, very happy, but it kind of, like dulled. And I kind of was like, oh, okay. Like, it killed my vibe.
- [36:28]
Scott Clary
Did they not know that you worked there? Like, you just being assholes maybe.
- [36:33]
Angelo Bahu (Yoangelo)
Like, I don't know. Sometimes the thing about videos is you're really putting yourself out there. Like, you're, you're putting your neck out. So, I mean, you're going to get stuff like that online and in person. So, you know, they said that and, you know, immediately one of my coworkers at the time, like, started defending me and she was like, oh, you know, he actually has like 2 million followers. And then they, then they just switch up and start asking me, oh, do you make money? You know, but. But I took that clip and I posted it on my social media. And combined, that video has 100 million views, which is crazy. And. And it's got me millions of followers, too, which, I mean, I'll. I'll take it. But in terms of why did it go viral? I think a lot of people just want to support the underdog. And at the end of the day, I was sitting on my chair. I wasn't bothering anybody. And the thing about social media is I think people are so used to disrupting people around them, but when I do it, I try to always kind of not, you know, involve other people that don't want to be involved, or.
- [37:31]
Scott Clary
It'S like, when you're, like, filming in public, you don't want to, like. You're trying to, like, not put people in the background. They, like, don't want to be on camera. I get it.
- [37:37]
Angelo Bahu (Yoangelo)
Exactly. Yeah. So I think the fact that I was minding my own business, like, if I didn't talk to them, they wouldn't have talked to me. We would have been fine. But the fact that they kind of just, like, came to ruin the vibe, I think a lot of people, you know, suck up for me, and that definitely helped it go viral.
- [37:53]
Scott Clary
Okay, so let's talk about. Let's talk about a little bit of strategy. Let's talk about, like, the blueprint. I know you have a course. This is actually what your course is about. So your course. And we'll just. We'll drop 21 days to viral. That's actually your social media challenge, and that's also a course attached to it where you're basically teaching people, like, the formula.
- [38:10]
Angelo Bahu (Yoangelo)
Exactly.
- [38:10]
Scott Clary
To go viral. Exactly.
- [38:12]
Angelo Bahu (Yoangelo)
Because, I mean, the thing about social media, the more people I talk to, I realize it's very untapped, especially what I've been able to do on YouTube shorts. Like, last month, I got 300 million views, like, in. In a month. And that's such a big number. But I feel like it seems like there's not enough people who can replicate that strategy. So really, this course is honestly to just teach these lessons, because YouTube shorts came out in 2022, you know, and it influenced the culture of all of social media. So the course is really teaching those things. And I call it more a challenge, actually, because there's actionable tasks for you to be doing at the end of each lesson, like homework almost. And we have Q and A's, a lot of other things like that too.
- [38:53]
Scott Clary
So we'll put links if people want to go check this out. And. And I think they should, because it doesn't matter if you're an influencer, business owner, obviously, like what you did with Yonuts. You're right. Not a lot of people know how to do this, myself included. And I will definitely become a customer and sign up as a student. No, it's very difficult. Like, I. I always say this to people. Like, podcasting is probably the hardest thing that I've ever built. It's like, it's this very slow, like, up, like, you know, it's like a very, like, linear, like a growth. It's not like viral moments. And I think if people can figure this out, it's just like this. Not to say that, like, you shouldn't put the work in anyways. You have to. But it's just like, it removes a lot of the friction and it removes a lot of the pain and like, the. The. Just like the beating your head against the wall trying to figure out what content works when you have a playbook. But I don't think many people have a playbook for viral.
- [39:41]
Angelo Bahu (Yoangelo)
That's true.
- [39:42]
Scott Clary
The only person I know I've ever who's I've ever spoken to about this is Brendan Cain. Brendan Cain wrote a book, something. Oh, I'm blanking the name. That's so bad. It's like your first million followers or something along the lines. But basically he has, like, 20 different styles of content. He has, like, you know, like on TikTok, where like, you, like, interview each other. Like, you interview yourself, you talk to yourself, and then, like, another one. And it's not these. They're not his styles. He just teaches it, basically. Not a lot of people teach it. And he does something where it's like man on the street interviews. And like, that's a vibe viral style of content where you're interviewing somebody kind of like Daniel Mack. It's like, you know, like, what do you do for a living kind of stuff. So I know that there's like, some. A little bit of a formula, but very few people really know how to go viral repeatedly. So, I mean, we can talk about a couple different examples because you've done this with yourself, with, like, your evil twin. You've done this with a YouTuber named NyQuil. But before I even talk about those stories, what are the first things that people should think about? Doesn't matter what business you have, if you want to start going viral, there's several different things.
- [40:49]
Angelo Bahu (Yoangelo)
This is something I actually refer to a lot as taking your niche to the ocean or taking your niche to the ocean, which basically means that you're going to have, you know, something that you do, and it's going to be something that's interesting to you and whoever else is interested in it. But how can you make that not just a pool of people who might enjoy it, but an ocean of people who might enjoy it? How can you broaden out your audience so much? I did that with donuts and relating it back to other things. But you have to figure out how you can do it for your own thing. For example, let's just say you do real estate. My cousin was telling me that she does real estate every time she shows houses on Instagram. It's not really getting that many views. And I told her, I'm like, look, not that many people are interested in buying houses. I mean, there's a good amount of people for sure, but based on the general population, it might not be as many as you need to make your.
- [41:37]
Scott Clary
Video go viral, only, like at a certain point in their life too. It's not like all the time.
- [41:41]
Angelo Bahu (Yoangelo)
Exactly. So I said, how can you make this thing that you do in your niche and make it viral? And I said, okay, change your hook. Instead of saying, I'm going to show you this house and it's so cool, how about you say, this house just got put up for $600,000. Let's look through it and see if it's worth it. And like, comment down below if it's worth it. You know, like that's how you can make it more relatable. Because people aren't going to be so interested in the small little thing you're doing, the little pool, you know, of audience that you're going to have versus the ocean of people you could bring in. Once you start asking them their opinions, once you start bringing relatable things like money, everyone wants to have an opinion about money. Somebody who lives in somewhere like Michigan might have a different housing market than someone who lives in South Florida. So it's going to be very opinionated. And the more audiences your video gets, the more opinions you're going to be getting. People are going to be fighting in the comments. This is worth more than 600,000. This is worth less. So the main tip is just make your idea mainstream. Stop confining it to such a small box of people.
- [42:41]
Scott Clary
Okay, what do you. I'm going to use me as an example. So I have a business podcast. So right now, I mean, most of our, most of our growth comes from the actual, like long form podcast. Great. Reels do okay. Reels are not getting 100 million or I say reels. I mean like short form videos like TikTok, YouTube shorts, Instagram Reels. So what would be a good strategy for if I, if I do business content? And you can say it can include your guests or it can include just you. Like what would be something that could take an interview like this and make it more relatable? Like what would like a good hook be?
- [43:19]
Angelo Bahu (Yoangelo)
It comes down to paying attention to what people are talking about and things are constantly happening in business and that's your niche. Right. So how can you make that more mainstream? Well, there's so many things happening in the world right now. Five planes crashed in two months. How about talk about how that's affecting the, you know, the aviation market? Like that could be a big thing. I mean the, I believe the Chipotle CEO got swapped out and a lot of people are talking about it. Duolingo is dying. A lot of people are talking about it. You know, it's like, how can you take your niche, which is business, which has a big appeal already, but make it even more mainstream into what everybody is talking about, about.
- [43:56]
Scott Clary
Oh, and then I, you know, like based on your example that you just said you could say something like if somebody brings up a point about something like relevant like right now, the, the, the hook could be so and so says this about the Du Lingo marketing campaign. Do you agree? Like something like that?
- [44:14]
Angelo Bahu (Yoangelo)
Yeah.
- [44:14]
Scott Clary
So then the call to action is like prompting discussion.
- [44:17]
Angelo Bahu (Yoangelo)
Exactly. Talk about things that people have a lot of opinions on and just really make that your point. I mean, I even did videos right when TikTok got banned. I just literally pulled out my camera, started recording. Guys, I heard that TikTok got banned and then I showed it on my phone. I'm like, oh my gosh, this is crazy. Immediately the video goes viral, people are talking about it. Do they agree with in the comments? Do they not agree with in the comments? Like it was not even necessarily my content style, but it was just something so prevalent in pop culture and culture.
- [44:45]
Scott Clary
And just, and then just people like picked up on it. So if you think about that first step about just like broadening it, tapping into these like culturally relevant ideas, the hook is basically a call to action. Whether or not people agree or disagree with the idea that you're going to talk about what's next. I mean like other things that people think about. When you think about going viral, I guess, like production quality, platform timing, like the length of the video, the time of day, thumbnail. What does any of this Stuff matter, of course.
- [45:19]
Angelo Bahu (Yoangelo)
I mean, there's a lot of variables into what makes a video go viral. You know, it's kind of like, I always describe it as the perfect dish. You know, it's like, yeah, you might have a nice plate, but there's different ingredients that go into it to make it what it is. But before you even focus on the execution of your video, it's so important to have the right idea. Because when you don't have the right idea, you're going to be making something so pretty, but something that nobody really has interest in.
- [45:47]
Scott Clary
It's what a lot of people do, I think.
- [45:49]
Angelo Bahu (Yoangelo)
Exactly. And I would say a lot of the idea comes in the hook. Like I was explaining with you. I mean, it's the difference of your video going viral, asking people if this is worth what it is, or I'm just going to be showing you something that you might not care about. You know what I mean? Like, it really comes down to that.
- [46:05]
Scott Clary
And it's so funny because when you have that hook, then, yes, you are definitely tapping into a wider audience base, but you're still going to attract the people that you want to watch that video.
- [46:15]
Angelo Bahu (Yoangelo)
Yeah.
- [46:15]
Scott Clary
And I think that that's what people get in their own head. They're like, oh, this is not like, I don't care if, you know, people have an opinion about whether or not this house is worth what it's listed at. I just want to attract buyers. Thing is, you're going to get a lot of people and you're going to get buyers, and you got to get out of your own head. You have to, like, you have to kill your own ego.
- [46:34]
Angelo Bahu (Yoangelo)
That's true. I mean, even me making flavors for things like encanto, things like different. Different things. It's resulted in hundreds of thousands even more worth of franchises sold. It's actually so it's like I could have had that mindset of, oh, yeah, I'm making a flavor for encanto, but it might not bring me customers and it might not bring franchise sales, but it's. At the end of the day, when you're getting yourself out there, it's so much more opportunities. Several of these opportunities, even from kids telling their parents about this brand that's a franchise, and then them coming to us and saying, okay, we want to open five. You know, so it's like, I mean, it just. You, you. You gotta get outta your head and just, you know, do what works.
- [47:12]
Scott Clary
I mean, you just gotta try everything. I mean, you're so. Talk to me about Your evil twin strategy, which is just wild. But I think that I'm gonna just, you know, before you tell everybody what you did, I think it's so important for people to understand, like, you can.
- [47:27]
Angelo Bahu (Yoangelo)
Be, like, the most.
- [47:29]
Scott Clary
You can create the most ridiculous content. And at the end of the day, like, there's a chance it works like this strategy. Okay, explain the strategy. But it is absolutely ridiculous. But it is. It's a very good strategy. It worked out anyways. Go ahead.
- [47:41]
Angelo Bahu (Yoangelo)
Basically, it all came down to one day when I was filming, and I needed somebody to film with me, but my sisters were in school, my parents were busy, so I started thinking, okay, how can I get someone involved? And I decided to create a fake alter ego called D, my evil twin brother. And his objective is to absolutely ruin my day. Just. He hates me. Everything I love, he hates. If I love Messi, he loves Ronaldo. If I love Donuts, If I love Yonuts, he loves Krispy Kreme. He just wants to be my biggest hater. And I put him in a video where basically I was on a milkshake diet and I didn't want to have any milkshakes for my whole shift. And all of a sudden, behind my back, he starts making this milkshake. And right when I get back, I drink it, and I'm like, shoot, I failed my diet. Who made this milkshake? And it was him, and he was watching and laughing, and I see this video get millions of views, and I'm like, okay, I need to make this something right. So instead of just stopping at that one video and, you know, that's the end of his fate, I actually made him his own account. And in less than about 20 videos, or maybe a little more than 20 videos, actually, he had over 500,000 subscribers right off the bat.
- [48:54]
Scott Clary
Is that on TikTok?
- [48:55]
Angelo Bahu (Yoangelo)
This was on YouTube.
- [48:56]
Scott Clary
It's on YouTube. So it doesn't matter. It's not like you can just go viral on TikTok. This was a YouTube account.
- [49:03]
Angelo Bahu (Yoangelo)
This is YouTube. Yeah. YouTube is actually my main platform now for everything, pretty much.
- [49:07]
Scott Clary
Do you think that that's where the most opportunity is for me?
- [49:10]
Angelo Bahu (Yoangelo)
I've seen other creators have different opportunities elsewhere, but I would go as far as to say that YouTube has more opportunities than any other social media platform. That's my experience with it. I mean, they really, like, when you start doing good, they really take care of you. Like, they. They want you to succeed. And I think that's different from a lot of platforms. I mean, I do have Friends who do well on other platforms. So I'm not going to discredit it. YouTube is what works for me.
- [49:36]
Scott Clary
Yeah.
- [49:37]
Angelo Bahu (Yoangelo)
But if I had to really give my opinion on which platform is the absolute best, it would be YouTube.
- [49:42]
Scott Clary
Where did it? Why do you think this. This evil twin did so well?
- [49:47]
Angelo Bahu (Yoangelo)
I think that it went so viral because people want to know if it's real. It piqued curiosity. People are like, okay, wait, is this real? Is this not real?
- [49:55]
Scott Clary
I actually have a brother. Yeah, exactly.
- [49:57]
Angelo Bahu (Yoangelo)
Like, is he wearing the same earrings? Does he have the same freckle? What is different? So I think that definitely helped. And also, I mean, I just think that there's such a funny psychology in, you know, sibling relatability. So I kind of really embodied that through my evil twin brother. You know, again, like, I said, anything I love, he hates. Like, there's a lot of people who have sibling haters and stuff.
- [50:19]
Scott Clary
100. It's it. You just did what you said you should do. You made it more relatable to the. To a bigger group. You take your niche and you take. What is it? Niche. Exactly. Everybody has like a. Not everybody. Enough people have a sibling and enough people have rivalry with their siblings.
- [50:37]
Angelo Bahu (Yoangelo)
Exactly.
- [50:38]
Scott Clary
So what did you do with. Okay, so that's one great example. I mean, this is. This is what's so beautiful. And I just love. I love how you can take so many different ideas because you can succeed at one thing. And I can guarantee you there's going to be one asshole hater out there that's going to be like, you can't do it again.
- [50:54]
Angelo Bahu (Yoangelo)
Right.
- [50:54]
Scott Clary
100%.
- [50:56]
Angelo Bahu (Yoangelo)
That's it.
- [50:56]
Scott Clary
And like, you know, like, fuck you, asshole. But like, like, yeah, yeah. The point is you've done it, like, again and again and again and again. So the science to it. There really is a science to it. What did you do with NyQuil?
- [51:09]
Angelo Bahu (Yoangelo)
Right. So actually, before I get into that, I just want to mention the. Again and again and again is something really important that I think not enough people take into account. When you have a video that goes viral, people will be like, wow, that was my viral moment. That was my time to shine. What I say is that you should be able to figure out how to make 20 more viral videos from that concept, because you're creating a new category of content within yourself. And I. You really need to be able to think about how you can make that Same video differently 20 times, 30 times. Make a series out of it, because you don't really become known for something out of one video. I mean, there's anomalies if you're the hot tua girl, like, but in general, you don't really get known for one video as much as you will if you do the same thing seven times. And I want to take that in transition into what you just asked me about the NyQuil situation. There was this YouTuber that we got connected to through. Through this guy named Lucky. He's. He was Jack Doherty, security guard at the time. Actually, really, really random. But he ended up becoming a Twitter.
- [52:11]
Scott Clary
Yeah, yeah, yeah, yeah, yeah.
- [52:13]
Angelo Bahu (Yoangelo)
Which he actually. Lucky, ended up becoming a really close connection with us. He helped us with a lot of things, but he. He was like, look, I have. There's this kid, he has under 50, 000 subscribers. But, you know, he's. He's talented, he's a boxer, so maybe see if you can do something with him. Like, okay. So I look at his account and he didn't get that many views per post. However, I did notice something. One of his biggest videos was he punched these YouTubers in the stomach. The Island Boys. It was like, it was consensual, but he was like. He was a boxer kid who's trying to fold YouTubers in half by punching them. So he had about one video that he did like that that went viral. Not video is months ago. But, you know, I didn't see anything else after that. So I was like, wow, you know, some people might find a kid who. Wait, hold on. So I said, you know, some people might find a kid who is a boxer. Pretty interesting. Okay, some people. But a lot of people will find a kid who found YouTubers and punched them in the stomach. So when he came into the shop, I was like, okay, this is your rebrand. You are the kid who finds YouTubers and beats them up. You're the kid who folds YouTubers.
- [53:23]
Scott Clary
Like, it's amazing.
- [53:24]
Angelo Bahu (Yoangelo)
It's not a one and done. We're gonna turn this into more. So I made a series with him. It just started off with one video initially where I hired him for a job. But then at the end of the video, I realized that he wanted to beat me up also because my evil twin brother, D? Vlo, hired him to do it.
- [53:39]
Scott Clary
I love it.
- [53:40]
Angelo Bahu (Yoangelo)
There's a lot of lure, but. There's a lot of lure, actually.
- [53:44]
Scott Clary
But it's so good. Now you, like, now you're like merging all like, again. Like, you're so creative. You're so, so creative. And you just see all these different opportunities. And I think that actually if you start going down this rabbit hole, you start to want to create. I think you always have to be, like, creative and thinking. And I actually think that this is actually a really smart lesson. You can't be so busy in your life that you don't have time to be creative.
- [54:06]
Angelo Bahu (Yoangelo)
Yeah, I agree.
- [54:07]
Scott Clary
I think a lot of entrepreneurs suffer from that because they're, like, so in the weeds on all their shit, they can't think of. And. But if they took a step back and they spend time, like, going for a walk or whatever, whatever you do to be creative.
- [54:17]
Angelo Bahu (Yoangelo)
And I would just say, like, even. Even after that video, which was what was really interesting, is like, what was really interesting after that video is after it got over 20 million views, I was like, okay, let me do it again. I invited him back to the store. We did a part two, and we did a part three and a part four. All of them got over 10 million views. And that's the lesson of what I was saying before. You cannot let your one viral video die at that, because it's not worth it. Because you're going to be spending 90% of your time testing what works. But then when you find it, do not give up and leave it in the past. You need to spend 100% of your time figuring out how to make more content out of that one video. So we made a part two, part three, part four, even a part on Devolo's account where he hired him. That video got 15 million views, I believe. So, like, you can't, you know, after you've tested enough.
- [55:11]
Scott Clary
Yeah.
- [55:12]
Angelo Bahu (Yoangelo)
Your goal is to get out of the testing phase and execute on things.
- [55:16]
Scott Clary
You know, that work after you have this one idea. So for a guy like that, so he can do this video so many times. Right. But do you have, like, do you, like, after you do it 20, 30 times, would you tell them, like, oh, now you should go look at other creators and find, like, another series to do, like, what's the next thing?
- [55:38]
Angelo Bahu (Yoangelo)
Right.
- [55:38]
Scott Clary
Or do you not even have to have, like, a.
- [55:40]
Angelo Bahu (Yoangelo)
No, it's great to have other things. So this is the advice I give to people. A lot of the times creators, when they find something that works, they're going to be only doing that one thing until it dies. And then they have a midlife crisis. They don't know what to do, and they're freaking out because their one piece of viral content that used to work isn't working anymore. But what I say to that is, you should always be testing, even when you're executing things that, you know, work that's actually a better time to execute things that, you know, work. Because if I have this series blowing up and every post I'm posting is going viral in between there, I should be testing other pieces of content so I can segue after. This doesn't work, you know, because if I wait for the hype to die, then it's a really hard six months or one month or however long it's going to take for me to find the next thing to work. It's really difficult. So the advice I'd give to those creators is while you have that thing that works, test things, because a lot of them aren't going to work. But the pressure isn't as strong when you're already viral for your other things that are working, right? And then when you find one that works in between things that already work, it's beautiful because now you have another thing and then you create these categories of content buckets, I like to call it, that you can always fall back on whenever you need.
- [56:55]
Scott Clary
Indeed is a success story. Partner. Now, if you're hiring, Indeed is all you need. Let me give you an example. If I needed to hire a new editor for this show, I'd go to Indeed and be super specific. Not just can you edit audio. I'd say I need someone who's edited a conversational podcast for at least three years, gets our style and knows our software. Someone who's done this before. And here's the thing with Indeed sponsored jobs, I'd get people who fit that description. I'm not digging through resumes from people who've edited one YouTube video. I'm getting actual podcast editors who know what they're doing, people who've worked on shows like ours and can prove it. That's what makes a difference. You get people who actually are what you're looking for. According to Indeed data, sponsored jobs posted directly on indeed are 90% more likely to report a higher than non sponsored jobs jobs. And people are finding quality hires right now. In the minute that I've been speaking to you, companies like yours have made 27 hires on Indeed according to Indeed data worldwide. Spend more time interviewing candidates who check all the boxes. Less stress, less time, and more results. Now with Indeed sponsored Jobs. And listeners of this show will get a $75 sponsored job credit to help you get your job the premium status it deserves. @ Indeed.com Clary just go to Indeed.com Clary right now and support our show by saying you heard about Indeed. On this podcast. Indeed.com Clary terms and conditions apply. Hiring do it the right way with indeed, HubSpot is a success story, partner. Now, look, if you're in marketing right now, or if you're an entrepreneur who's hired marketers, or if you're a founder who leads a whole marketing team, you know the drill. You are creating content for 12 different channels. You're launching campaigns, you're scoring leads, you're analyzing all the data, and somewhere in there, you're actually supposed to do great marketing. And it's exhausting and you're spread too thin. But this is what actually works for marketers to give you your life and your time back. HubSpot's marketing hub, HubSpot's content hub, combined with their new AI called Breeze. Now, what this actually does is basically everything that you shouldn't have to do yourself. It remixes your content instantly so you're not starting from scratch every single time. It handles lead scoring so you know exactly who to focus on, which customers will probably convert. And it pulls all your analytics and your data and KPIs into one place instead of having them scattered across 15 different tabs and tools. Plus, the AI agents that HubSpot builds for, you can automate the repetitive stuff that's eating away your day. Bottom line, you get better results faster without burning out. See, with HubSpot, everything's connected in one platform instead of duct taped together. So if you're tired of being spread too thin, check out HubSpot.com marketers to see how this actually works. You know what I think people are stressed about? They're worried that if they're killing it with one kind of content, then another kind of content is going to like, screw up. There's their streak or it's going to screw with the algorithm. I know that like, you know Graham Stephan, he's a big finance youtuber and he does like iced coffee hour at the pocket. Doesn't matter who he is. The point is he's gone on record saying that he uses Instagram. I'm going to try and remember what he said, but paraphrasing, his strategy is to test on Instagram and to test on TikTok and only take the winners and then use them on YouTube. Because he's so stressed about YouTube, about a video not performing on YouTube and it like, for some reason screwing up his whole YouTube channel. Do you think that there's any validity in that or is that wrong?
- [60:15]
Angelo Bahu (Yoangelo)
I would say there was a point where that advice would be more beneficial to creators, but recently I've been noticing a shift in the algorithms where, you know, initially it used to be like, you should only post one time a day. You should post what you know works and post within these times. But now social media has become a different game because if you notice when you're scrolling on your feed, you're not really seeing people that you follow anymore. You're seeing things that cater to your interests. So with that being said, I would say you shouldn't be scared to click the post button because a lot of the times it's not even gonna be your audience seeing it unless it's a good enough video for them to see. Because YouTube and Instagram and TikTok, all these platforms are just trying to marry your piece of content with somebody who wants to see it. So there's not really as much pressure if your video goes viral or not. I mean, aesthetics wise. Yeah. Having a video that might not have as much views might stress you out, but you need to be comfortable doing that. Even one of my most viral series, it was finding Messi the Soccer Player with Donuts. I'm gonna be honest, before I posted it, I was a little hesitant. I was like, I just don't know if this video is viral. Like, I mean, for me it was fun and I feel like it's viral, but I don't know. And I don't want this to mess up my trajectory. Thank God I posted it because these series each have 20 million views, 30 million views, 40 million views. This is an eight part series. And by the end of the series, by the way, he actually got the donut. That's messy. The soccer player.
- [61:40]
Scott Clary
That's very cool.
- [61:41]
Angelo Bahu (Yoangelo)
It's like, imagine I didn't click the post button out of anxiety. And because I didn't do that, I didn't get probably like maybe 300 million views worth of content across all platforms. Millions of followers or hundreds of thousands of followers. And what Messi seeing my donuts, I mean, do you know how huge that was for my brand, like, to have Messi, like, eat the donuts I made for him? Like, you know, like, that's crazy.
- [62:03]
Scott Clary
So you think that. And that's actually. I think that's actually like such a de. Stressful. Like, it's like, it's like a calming idea that, like, each piece is kind of judged independently.
- [62:14]
Angelo Bahu (Yoangelo)
Exactly.
- [62:15]
Scott Clary
From the others. And I think that this idea of if I post the wrong thing, it's going to screw up everything I've done over the past five years. Dude, that stops so many people from posting.
- [62:26]
Angelo Bahu (Yoangelo)
Yeah.
- [62:27]
Scott Clary
And it just kills it. It Just kills people's like creativity. And I, I've had similar experiences. I don't get the views you get, but I've had similar experiences with, with like on Instagram I put these like little like quote tweets, like these one line, like one liner ideas. And I test them out on Twitter and I usually take the one that performs the best and I like go into Canva, put it in like a square and like upload it to Instagram with like a little caption. And some of them do well, some of them don't. But some of them go like mega, mega viral. Like for me at least like hundreds and hundreds and hundreds of thousands of views on these little squares. But if one flops, it really doesn't impact me.
- [63:07]
Angelo Bahu (Yoangelo)
Right.
- [63:07]
Scott Clary
It doesn't impact me at all. Which I love, because that means I can test unlimited times.
- [63:12]
Angelo Bahu (Yoangelo)
Exactly. And that's, that's the beautiful thing is that social media is shifting again. If I were to be on this podcast a year ago, maybe there's different advice I'd be giving you, but now they really just are gonna, like you said, individually test your posts one by one. They're not looking at you as a whole anymore. Of course, I mean, if you have, if you have a bunch of viral videos, maybe your initial pickup will be really good, you know, but regardless of how your video performs in the first 24 hours, long term it's not gonna affect it.
- [63:42]
Scott Clary
Yeah, that's so true. You put together a four part series. Which series was. Because I'm just looking at one of the series that you put together that was like part one, 23 million views, part two, 13 million views, part three, 10 million views, part four, 10 million views.
- [64:01]
Angelo Bahu (Yoangelo)
This was a NyQuil one.
- [64:02]
Scott Clary
This is NyQuil.
- [64:03]
Angelo Bahu (Yoangelo)
Yeah.
- [64:04]
Scott Clary
These are what. But these are this particular example. Like these are numbers that you've seen across almost all the series of content you put out.
- [64:12]
Angelo Bahu (Yoangelo)
Those numbers are actually just YouTube. Those videos did perform well on other platforms too. I just didn't include them in there, but. Oh shit. Yeah, that those numbers were good. But you know, I threw those numbers in to show you the example. But really the numbers on my messy series were crazy.
- [64:28]
Scott Clary
What's the best piece of content you've ever created?
- [64:31]
Angelo Bahu (Yoangelo)
Oh, actually it was one I did with my two sisters. This piece of content got over 100 million views. By the way, where they just on YouTube. By the way, just on YouTube. Over 100 million views. I think it's almost at 120.
- [64:47]
Scott Clary
But 1/3 of the US it's crazy.
- [64:50]
Angelo Bahu (Yoangelo)
It was a video where, you know, I was like, every time my sisters come into the store, they always ask me for something and then they, you know, they asked me for a milkshake for donuts. So today I'm gonna be telling them no and getting their reaction. And I said no to my older sister and she's like, what do you mean no? What do you mean? And then my younger sister comes in and then she asked me for something. I'm like, no. And then they both start freaking out and they're like, if you don't give it to me, I'm going to tell mom and dad about the thing. I'm just like, I already told mom and dad about the thing. And they're just mad. They're outraged. But that video did really well. And of course, like, we could break down the psychology. Just like I was saying before, it's a relatability, the sibling entitlement. Like, like little siblings, the amount of entitlement they have for the amount of time they've been on this earth is like crazy. Like, you know what I mean? Like, it's like, like it's so relatable.
- [65:39]
Scott Clary
It's so relatable.
- [65:40]
Angelo Bahu (Yoangelo)
The siblings can like relate to this. So it's just the way she's yelling at me because she's not getting months. Like, you know, that video did really good.
- [65:48]
Scott Clary
So when you look at, like when you look at creators, you saw sort of some opportunity with NyQuil. Do you think that every creator has like every style of content or every topic in some way has a capacity to go viral?
- [66:01]
Angelo Bahu (Yoangelo)
Absolutely. Anything can go viral. You just have to be able to train your eye and your brain to figuring out how you can make that happen. Because a lot of people are under the impression that the only things that are viral are things that are viral. But when you train your eye, you can see the virality in just day to day things you can see in anything. I even did a video on. So it was so random. It was. Who was it? It was 12 ways to do a push up. It was just like I was doing push ups one day and I was like, this is kind of interesting. I just made a video doing it. It's got millions of views. Like, you know, it's like, it's so interesting. It's something someone would say might be boring, but I was just like, I feel like I can make this viral. And I did.
- [66:42]
Scott Clary
I feel like when you do stuff it's so. Because everyone tries to copy everyone else, right? And like, I think that Just for somebody who's just starting to create content, it just kind of feels safe to like copy. But like some of the most viral stuff, it's like, it's like I've never seen it before. It's like almost like you're just like, what is this? I've never experienced it on social media. Like 12 Ways to Do a push up. I've never seen a post like that before on social. Right. But I have seen like a million people. Like again, just my, my example, like clipping out podcast talking points and it's okay, it's good, whatever. It does what it does, but it's not like new. It doesn't like, it doesn't stop them from scrolling unless they already know you, which I think is really the goal. Viral is like tapping into people who have never heard of you before and they're so busy they're scrolling on social media for like 10 minutes on lunch break. Like, how do you get them to focus on you? And there's like, like a pattern interruption there. Like you have to disrupt like their, their feed. You have to make it like new and different and interesting. Very, very interesting. I mean, I love how you can do this across, like almost every creator out of all the different, like we spoke about different, like a few different core pieces of what makes something viral. We spoke about the hook. We spoke about like just sort of taking the niche to the ocean. Is there any other ideas that you think would be important for people to, to take away?
- [68:02]
Angelo Bahu (Yoangelo)
I would emphasize a lot. If it's interesting in real life, it's interesting online because a lot of the times people are like, okay, I don't really know what I want to make my content. Well, if you're driving one day and you see this one place that people are lined up around the building and there's so much interest in it, it's probably viral. Because when people have that amount of interest in something, it's going to translate. And that's the thing that a lot of people don't really realize, but you need to, to keep that into account. Like people. The psychology of people doesn't change. Like, like, I mean, on a screen, of course, people have a shorter attention span.
- [68:39]
Scott Clary
Of course.
- [68:39]
Angelo Bahu (Yoangelo)
But at the end of the day, if it's interesting, like, you can find the interest elsewhere too.
- [68:43]
Scott Clary
I love that. How many people do you have that like work with you? You mentioned Chloe, right? Who's like Yona. It's like social media person.
- [68:51]
Angelo Bahu (Yoangelo)
I have a very, I guess you could call it like smaller team People.
- [68:55]
Scott Clary
Always think I need so many resources and.
- [68:57]
Angelo Bahu (Yoangelo)
Yeah, yeah. So honestly, I guess that's another piece of advice now that we're on. It is you don't necessarily need a huge team. My team consists of Chloe, which she doesn't just do the Yona social media, but like a lot of the ideation. She helps me, actually, she helps me from start to finish on a lot of these things. I would go as far as to consider her like my content partner because really, I mean, a lot of these ideas, you know, they came through us talking and, you know, she's, she's brilliant at what she does. My dad is on my team for a lot of the business relations, helping me with the course, a lot of these things. Like, my dad's very business savvy and you know, and yeah, I would say, like, that's like my main social media team.
- [69:38]
Scott Clary
It's very tiny.
- [69:40]
Angelo Bahu (Yoangelo)
Yeah.
- [69:40]
Scott Clary
Like, I mean, for the, for the reach and it just, it's just like another reason. Like we're just trying to like, get rid of all the excuses.
- [69:46]
Angelo Bahu (Yoangelo)
Yeah.
- [69:46]
Scott Clary
For people to go create. Right. Like, you only have Chloe, your dad.
- [69:51]
Angelo Bahu (Yoangelo)
Wait, let me throw in one more. My mom, My mom, because she was the one who was doing the YouTube lives with me when we had millions of people watching us and she did an amazing job. Like, okay, wait, let me just like, two second, two second plug. But my mom is amazing because we did these YouTube lives where like, we're trying to get subscribers and stuff. And yeah, she would just stay on there for like eight hours at a time with me to make, you know.
- [70:15]
Scott Clary
Oh yeah, damn, dude, she does deserve a shout out.
- [70:17]
Angelo Bahu (Yoangelo)
And mind you, these lives, I, I walked off with 120,000 more subscribers than I did when I started, which actually that's a whole nother topic too, because YouTube Live is completely untapped, especially vertical lives. And I've been able to get hundreds of thousands of subscribers within one small time period.
- [70:36]
Scott Clary
What are you talking about on these lives?
- [70:38]
Angelo Bahu (Yoangelo)
Doing blindfold challenges with my sister. Okay. So literally we would just put on blindfolds, do a bunch of random things. I had the subscriber count in the back though, like just kind of like, okay, so we're like, okay, everybody subscribe on three. One, two, three. And then we crack an egg on our head or something like something ridiculous like that. But it's, it's, it's definitely a different market because, yeah, videos are cool, but something about being live, it just, it's so much more authentic. Like you're literally sitting down with me and my sister doing some crazy challenges. You're telling us what to do. Like, we did, we did the rock, paper, scissor challenge, which, where you, like, do it and then you have to eat the food while the other person is running around the house or doing. I actually got a pogo stick and the other person was doing 10 pogo sticks while the other person ate. My mom got so mad at us, but whatever. Yeah, but no, those were, those were really, really successful lives that we did.
- [71:28]
Scott Clary
So, I mean, like, it's, it's a bit of everything. It's like understanding the right platform, right algorithm. What features is that platform pushing? Because obviously. What does that mean? That means that YouTube wants people to be doing vertical life 100%.
- [71:42]
Angelo Bahu (Yoangelo)
Like, and I remember I was talking to people at YouTube and I was showing them my numbers and they're like, angela, this is amazing. Like, we haven't seen numbers like this on YouTube live. And they told me, they're like, when we come up with things, we love when you do this, when you do this, because we're making it for you, but when you're one of the first people to hop on it, like, we want to show you that every single.
- [72:02]
Scott Clary
Every single podcast is streamed on YouTube.
- [72:04]
Angelo Bahu (Yoangelo)
Live, going, yeah, right. I mean, but it's really, it's really cool. And within that three month period, I believe I was about 2 million subscribers. Just like, I was going live a lot, but within three months I got 2 million subscribers.
- [72:18]
Scott Clary
It was honestly, like, you have wild growth. These are not normal numbers.
- [72:22]
Angelo Bahu (Yoangelo)
I know, I know.
- [72:23]
Scott Clary
I know people that grind it out on YouTube for years and they don't have numbers like this.
- [72:27]
Angelo Bahu (Yoangelo)
It's really crazy.
- [72:28]
Scott Clary
I think it's a mixture of. I think like, you have a great personality, you bring energy to it. It's like, it's like great content that's fun to watch. But also you're like tapping into like, what the platform wants to push 100. And then also the topics you discuss, they're not so niche. They're like, you bring the niche to the ocean. I think it's, it's very. So it's like when you hear good advice, it's so simple. But, like, people also don't do it.
- [72:53]
Angelo Bahu (Yoangelo)
Yeah.
- [72:54]
Scott Clary
Like, when you're saying that, it's like, yeah, okay, that makes a lot of sense. Like, bring in things that are relevant to more people and like, tap into the features that a platform wants you to use. Like, it's like, it's not super complicated. But again, a lot of People don't do it and I think it's because they get so stuck in their ways. Even people that have been creating content for a long time, they get so stuck in their ways and they don't want to like change and they're just, nah, this is the way we've always done it. Which is like the death of any business. Right. Saying the way it's always been done is like the worst thing you can say in a business or in content or an entrepreneurship.
- [73:24]
Angelo Bahu (Yoangelo)
You have to innovate and pioneer.
- [73:25]
Scott Clary
Always have to innovate. And that's why I think you're successful because you keep trying new things. Like you started on TikTok and then you've tried every single platform under the sun. You probably, I mean, you probably experiment non stop, I'm assuming.
- [73:37]
Angelo Bahu (Yoangelo)
Yeah, yeah, always.
- [73:38]
Scott Clary
That's, that's why you're successful.
- [73:41]
Angelo Bahu (Yoangelo)
I want to share something really interesting and this is something I'm going to talk about more in my course a lot. But you know, you have, you get views on videos, right? And someone who's getting 10 million views on a video might be getting a different amount of following than they get on somebody else who gets the same amount of views. This is a really interesting case study. The video that got 100 million views, right? I'm going to show you how many subscribers it got me. Let me find it right over here. I didn't anticipate talking about this, but this is really. So this is my most viral video ever. 110 on. On YouTube at least. Most viral video on YouTube and it got me 300,000 subscribers, right?
- [74:22]
Scott Clary
Yeah.
- [74:22]
Angelo Bahu (Yoangelo)
So that's pretty cool. But let me show you something else. So this video is a video that got 10 times less views. Yeah, more than 10 times less views. It has 10.7 million views.
- [74:34]
Scott Clary
500,000. So do you know why?
- [74:38]
Angelo Bahu (Yoangelo)
I know exactly why. See, the thing about when you're doing your videos is yes, like you can get a very big reach, but your call to action of what you want them to do with your video is so important. The one video you know is a funny video with my sisters. Very relatable, very viral, very cool. But there wasn't really a prompt for people to subscribe. Yeah, but the other video that went viral, but not as viral, but got more subscribers was with my little sister coming into the store and she had, she was like hiding something. I didn't know what it was. I'm like, mariah, what is this? And she's like, nothing, none of your business. And she just Walks away. And then I find her again on the couch and she's wearing a blanket. And I'm like, Mariah, it's like 90 degrees outside. Why are you wearing a blanket? And she's like, nothing. It doesn't matter. And then all of a sudden, like, you know, I lift up the blanket and what's under it? A cute little puppy. And she's begging me to keep it. She's like, angelo, please, please, can we keep it? Can we keep it? I'm like, no, Mariah, we can't. Mom and dad aren't gonna let us. We can't. And she's like, please, if everyone subscribes, can we keep him? I'm like, okay, fine. If everyone subscribes, we'll keep him. That literally got me 500,000 subscribers within that 30 second video. 30 seconds. That got me 500,000. And that's why, yes, you can get a lot of views and it's good to make viral content always. But, but there's times where you can really focus on acquiring subscribers. And you have to look at it as a science, a psychology even, because I have several other videos that did this. I have a video that got less than 10 million views and over 300,000 subscribers, which is crazy because people think views and subscribers are proportionately aligned, but it's not. It all comes down to what you're saying, what you're telling the audience to do. You know, I mean, all it takes is them clicking one button, but I have to get their thumb to tap it, you know, how can I do that?
- [76:24]
Scott Clary
But it's just asking. It's just asking. I think that's half of it. And you know what? That, that, that advice, I think that, that I used to hear that advice a lot. Like, you know, like at the end of your video, like, say, like, oh, if you like this, like, please, like, and subscribe. But first of all, unless your retention is amazing on the video, not 100% of the people are actually going to be staying till the end. So the opportunity with Shorts is that you probably have close to like 100 retention on a 30 second video versus like a 10 minute or over 100 too. Oh, that's true. Yeah, that's true. Versus like a podcast where it's like three hours. You're not getting over 110.
- [77:02]
Angelo Bahu (Yoangelo)
Yeah, of course.
- [77:03]
Scott Clary
On a three hour podcast.
- [77:04]
Angelo Bahu (Yoangelo)
Yeah.
- [77:04]
Scott Clary
So that's the opportunity though. So if you have that CTA in like a 30 second video, I mean, that's huge.
- [77:10]
Angelo Bahu (Yoangelo)
Yeah, 100. And it's like it does come down to how engaging you can make it, you know, because if I have a boring 30 second video, no one's going to make it to the end. Right? Which I know a lot of people take for granted. But it's, it's really hard to keep someone sitting for 30 seconds because their mind is so used to watching things that are like 10 seconds that entertain them, give them instant dopamine. So it's like, yeah, you could say, oh, that 30 seconds. That, that must not have been hard. But no, it's like it's almost even. It's, I'm not gonna call it harder, but like it's really difficult. It's like you have to constantly be feeding their mind something like, you know, give them peak their curiosity, give them something to keep watching for. Like it's, It's a lot.
- [77:48]
Scott Clary
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- [81:47]
Angelo Bahu (Yoangelo)
That's true. I mean, yeah, it's, it's very important. I showed you an example with 100 million views. But like, if we just look at like a random video that I've gotten 10 million views on, I think that's, I think that's even more insightful.
- [81:58]
Scott Clary
I know a lot of your stuff is short, but do you do like longer stuff as well?
- [82:02]
Angelo Bahu (Yoangelo)
I, I do do longer stuff. I'm gonna get more into it, but right now I've just been really focused on the business with the course. Like really, I wanna, I like to do things to the best of my ability before I open more doors. You know, a lot of people like to do a little bit of everything. For some people it works, but really, like, I just want to nail something to perfectly then do it. So here's another video I posted, okay, like a few weeks ago, it got 10.9 million views. The same amount of views is the other one, but only 10,000 subscribers. So the other one literally got 50 times more like, you know, so that.
- [82:35]
Scott Clary
Video, there was no call to action, to subscribe.
- [82:37]
Angelo Bahu (Yoangelo)
Not as one as strong as the other one, not nearly as.
- [82:40]
Scott Clary
What was this one about?
- [82:41]
Angelo Bahu (Yoangelo)
This one, I was with my friend Dan and we went to Gordon Ramsay to see if they treat me better, if I was dressed casual and he was dressed, you know, in a suit. So. Yeah, but that, that's why it's important. Like I have these two videos that both have 10 million views, but one of them got me 500,000 subscribers and the other one got me 10,000. Like really, we can break down the differences and see like that the video with the puppy, I mean, everyone wants me to keep the puppy. He's so cute.
- [83:06]
Scott Clary
You've now tapped into like their emotion.
- [83:08]
Angelo Bahu (Yoangelo)
Exactly, exactly. Cute puppy. I want him to keep it. So cute. Oh my gosh. Keep it. That's like five psychologies right there. Just kidding.
- [83:15]
Scott Clary
But if people want to like take Your course, like, who's it for? What are they going to learn? What are they going to take away from it?
- [83:23]
Angelo Bahu (Yoangelo)
This course is for people who envision themselves doing social media, but they don't know exactly what angle to hit it from. Also, this course is for people who have been posting on social media for so long, but they're not seeing the results that they want. And as funny as it sounds, a lot of it really comes down to mentality, and this isn't a mentality course. And I'm going to be teaching the actual blueprint, but I will be sprinkling in the right mindset that you need to have to be viral. I've had an account with almost a million followers before, but why was I not able to grow it to the multitude that I am now? Because now everything in my head is right. I figured out how to master that. And also I've learned several things, you know, in experimentation. I got past myself. You know, I spent so much time being worried. But once you just kind of get past that, you can achieve great things. So this course is for people who haven't started social media but want to figure it out. And also people who are doing social media to their fullest extent but just cannot figure it out. Like, I want to be the reason you figure it out.
- [84:21]
Scott Clary
I think there's a lot of. I think that's a lot of people, People know that social media is important, but like, I mean, 99% of people just have no idea what they're doing. It's tough, it's very tough to, I mean, like, again, like to have like a formula. It's like game changing. I mean, even if you look at like yonuts and their success, I mean, we didn't even talk about the first time. So when, when people think of social media, sometimes they think, well, how is this actually useful for my business? Is this just not like a waste of time? And I mean, outside of the fact that now you franchised out, you increase sales, increased revenue, like even the first time that you actually asked your followers to come to a physical location. That was in Idaho.
- [85:05]
Angelo Bahu (Yoangelo)
Oh, yeah, yeah.
- [85:06]
Scott Clary
And like you just like summoned followers and you had like lines wrapping around the building. I mean, like, most restaurant owners would like, dream of this.
- [85:14]
Angelo Bahu (Yoangelo)
Right?
- [85:14]
Scott Clary
Right. So there's real benefit. But I think that for a lot of people, the issue is I don't have the education or the expertise or. And it's going to be so much time and energy and investment and I don't know when I'm going to start to see a return on it. That's what I think most people think. Most business owners think that.
- [85:34]
Angelo Bahu (Yoangelo)
The thing is, I mean, you just, you kind of have to realize that, you know, the fruits of social media are amazing and the world is moving towards the place where you need to be on social media. A lot of people think of it as an afterthought. And it's also very funny how they always say in corporations the first thing that goes is marketing. Which is crazy because that shows you where people's priorities lie with this.
- [85:57]
Scott Clary
Yeah.
- [85:57]
Angelo Bahu (Yoangelo)
But once you realize that marketing is just as important of the operations as your business, then you're really going to see success. Because yes, it's good to have operations. It's great. It's great to have something pretty, but something pretty that you can't see. It's not going to benefit anybody. Right. So you know, there was a point in our business where we, we, you know, our sales were like kind of going down a little bit and we were like, we don't know what to do. You know, most businesses would have immediately cut the marketing budget. But no, that's where we said let's ramp it up, let's go. That's where we created the new product. The ones that I did with the ads, post all the local pages repeatedly did it like probably eight parts. The sales were record highs that we've never seen before. Like we had the best years in several of our shops. So it's like, it's like, it's really like for those people who think that they don't have enough time for social media or they'll figure it out later, there's no better time than right now. And if they need a sign, then it's right here, like start.
- [86:51]
Scott Clary
You're the sign. You're the sign. I think there's two, there's two views, right? One, one person thinks one, one view is I'll figure it out later. And then the other view is I'm already too late.
- [87:02]
Angelo Bahu (Yoangelo)
You're always going to feel like there's not room for you, but there is. It might take a little bit of innovation, but honestly you can find, when you can, when you learn to find virality and just day to day things, you can find it within your own life too. And there is room for you at the table.
- [87:15]
Scott Clary
What do you think traditional marketing agencies get wrong about social media? Because it's so I've hired agencies, I know a lot of friends that, you know, they've run huge businesses, they hire agencies and it just seems like they always miss the mark. They repeatedly miss the mark. And it's so hard to find good people, agency or internal to run social for a brand. Because I find that the best people build their own brands and their, their own content creators. Think about, think about brands that actually kill it on social, like Duolingo kills it. Wendy's is funny as hell on Twitter. Like stuff like that. Like, there's not very many though. There's like Ryanair, which is like the German like plane. They're really funny too and they do some funny stuff, but most brands do not. So obviously if you have like a billion dollar brand and you're having a hard time hiring talent or hiring an agency, it's because there's not a lot of good out there. There's not a lot of good talent out there. Why do you think that they.
- [88:15]
Angelo Bahu (Yoangelo)
I would almost say the opposite. Okay, I would say first of all, 90% of the agencies, no, I would go as far as to say 99% of the agencies are going to absolutely rip you off. Because the beautiful thing about a lot of business owners who spend all of their time working in their shop, perfecting that one thing they're working on is they know nothing about social media. So it is so easy for a marketing agency to come to you and just say, hey, we're gonna be doing this. This. Throw a bunch of numbers that you don't understand, a bunch of terms you've never heard in your life and pay me $30,000 a month. Like this happens to business owners and they're taking advantage of them so much. So I wouldn't go as far as to say as that there's not talent available, but it's more. There's a lack of education and what you actually need. And quick tip I would give to a lot of business owners. When you have an agency telling you about how many impressions they're going to be getting your brand, that's an immediate red flag. Because I'm sorry, but impressions doesn't equal anything. And they're going to throw the biggest number possible. But impressions really isn't going to be people watching it.
- [89:13]
Scott Clary
You.
- [89:13]
Angelo Bahu (Yoangelo)
And now I'm going to get into.
- [89:15]
Scott Clary
Explain that though.
- [89:16]
Angelo Bahu (Yoangelo)
Yes, impressions on social media is when people, you know, might. Let's just say you're scrolling on your Explore feed, but you're not. You're like, you're looking at all the little squares on Instagram, you're scrolling down, but you're not actually watching the post. That's considered an impression. Like, I'm sorry, but no, no, like, make this make sense. You're going to tell me. Okay, wait, like, I don't even know. Like, you're going to tell me that I'm gonna just try and make this.
- [89:41]
Scott Clary
And I know exactly what you're saying.
- [89:43]
Angelo Bahu (Yoangelo)
Yeah.
- [89:43]
Scott Clary
You're gonna tell me, like, that you're scrolling on Instagram.
- [89:45]
Angelo Bahu (Yoangelo)
This is an impression. Like, me just, like, seeing this, like, that's horrible.
- [89:48]
Scott Clary
But.
- [89:49]
Angelo Bahu (Yoangelo)
But they're gonna.
- [89:49]
Scott Clary
Instagram is saying that that's an impression.
- [89:52]
Angelo Bahu (Yoangelo)
Yeah, a lot of platforms are. And whether it's through Instagram or other things, which I think that recently they're updating their metrics because I think it's like, not the best metric, but on YouTube, that that's an important metric and it can help you a lot. So don't. I'm not saying it's not an important metric, but I'm saying they'll use that metric to trick you. And the reason why I said that I would go as far as to say the opposite of your initial statement of not as much talent is because once you stop looking at people that you need to pay $30,000 a month. Look like if you run a food business and you mostly employ teenagers, they are literally your demographic of people who are constantly scrolling on social media. You take for granted how much help those kids could give you on, on your social media. Like, I mean, don't look at the agency who's gonna charge you and nickel and dime you for every single thing, but look at the, look at the, the teenager who's watching, you know, countless hours of tick tock every day.
- [90:45]
Scott Clary
They know everything that's viral, every trend.
- [90:47]
Angelo Bahu (Yoangelo)
Exactly. Like, so, yeah, that's really the main point. I would say, like, the social media seems like a dead end for a lot of people because they lack the education and they're willing to give so much money to figure it out, but to the wrong people. And I'm telling you, like, if I had the wrong intentions, I could start a marketing agency and get a lot of people's money and obviously I would do a good job. But, like, I would not want to do it under the tense of me misinforming people so they can give me their money. But that's such a common thing that we see. And I cringe at it. I. It makes me feel bad because I see people like my parents who have built a business from the ground up, and it's like, if somebody came to do that to them, like, I'm just like, shame on you, you know, I.
- [91:26]
Scott Clary
See it a lot. I see it a lot. Out of all that you've learned about social and building an audience and just like, building influence, what would be one of the hardest lessons that you've had to learn? That you was useful, but maybe you hope that no one else has to go through this.
- [91:44]
Angelo Bahu (Yoangelo)
I would say that the best piece of advice is, and it's ironic considering the field it's in, but to not compare yourself so much to other people, because everybody's journ is different. And also, when you're doing social media, you're only being shown the 1% of people, and there's a healthy comparison where you can look and say, this is where this person is. How did he get here? I want to figure that out. Sure. But once you start doing it to the point where you're looking at everybody around you and you're looking for deficiencies in yourself, when you reflect, that's really when it gets unhealthy. And sometimes you really just need to, like, focus on what you're doing. I remember VidCon. We went and there was a bunch of creators, but, you know, I saw some of them getting really thrown off when they're watching their friends get recognized and they're not getting recognized. And there was one specific person there who saw this happening. And after VidCon, their content has never been the same because, for real, because you get so focused on what everybody else has. This person getting recognized, this person's getting recognized, this person has a Lambo, this person has this, and you stop what you're doing. But you realize that, like. Like, everybody's path is different. So if you're going to be comparing yourself to here, you're going to be going so far off your path, you're not getting anywhere with that. Right. Like, so don't be so hard on yourself with the comparisons.
- [93:02]
Scott Clary
I would say I think it's beautiful advice. And not just in social, just in, like, in life. Right. What would be one belief about social media that you used to have that's.
- [93:11]
Angelo Bahu (Yoangelo)
Changed, that everything needs to be perfect? I am the. The absolute biggest perfectionist on planet Earth. And I say that as the fact that it's a blessing and a curse, because it's helped me get to where I am in the sense that I'm able to really, you know, hone in on my craft and make it to the best as I can. But also, that has almost hurt me a lot of ways. Like I said, I almost didn't post one of my most viral series because of my perfectionism. And you really just have to look at social media as just some. Just like a playground for you to, like, really experiment and see what's good. And I would say if you're a perfectionist, like me, me, like, don't think that social media is. Is this place where you need to be perfect. If anything, it's almost better if you're not, because perfection isn't relatable. Like, I can't relate to somebody who's perfect and most people can't because no one is, you know, it's not relatable.
- [94:03]
Scott Clary
But that. So I also know that there's been times where you do like 200 edits on like a single clip.
- [94:10]
Angelo Bahu (Yoangelo)
Yeah.
- [94:10]
Scott Clary
So how do you balance that? Which is wild also. Wow.
- [94:13]
Angelo Bahu (Yoangelo)
Right?
- [94:13]
Scott Clary
So how do you balance perfectionism versus 200 edits? Like. Like, are some things you ship them right away and you post them right away. Some things you do 200 edits on, like.
- [94:23]
Angelo Bahu (Yoangelo)
Right.
- [94:23]
Scott Clary
Walk me through how you think about perfectionism versus just posting.
- [94:27]
Angelo Bahu (Yoangelo)
That was two good questions to have back to back. Because, yes, it's a duality. Because of course, you know, there's a mindset of don't be a perfectionist. And I say this a lot to the people, to the majority of people who haven't made it to where I have made it. Right. Because the perfectionism now is more justified in the sense that I know exactly what works for me because I've tested a billion things and figured it out. So I know because I'm comparing it to things that I've done in the past. So I want it to be perfect. Right. But in the beginning, if I was a perfectionist, my first video wouldn't have been posted. My second video wouldn't have been posted. So it's okay to be a perfectionist, but after you've done so much experimenting that you know what your standard of perfection is. Because my standard of perfection is not. Not a video that I think is perfect, but no, it's a video that got 100 million views. That's my standard of perfection. You know what I mean? But if I never experimented with that one post that I thought might not go viral, then I wouldn't have had that standard. So work your way up to knowing what your perfect is, if that makes sense.
- [95:32]
Scott Clary
It does. What would be the biggest misconception about your success story?
- [95:37]
Angelo Bahu (Yoangelo)
I think I've posted so many things and so many videos of me having a good time, keeping a smile on my face, because I think it's really important to put positivity forward and bring that into the world. But I also think I may have not shared how much it took to get to where we are. I mean, I even think about COVID sometimes where, you know, like, we didn't have employees, we didn't have anything, and we were a family. I was doing school, yes, online, but, I mean, I was still working very hard and stuff. And the amount of work my family had to put to making this business work, like, it really almost broke my family. Like, my mom had to, you know, keep the store open while my dad was, you know, finding people to invest in our company. After school, I had to work the shop for the rest of the day. I mean, I didn't have to, but in my heart, that's what I wanted to do. And it came to the point where we almost closed. And, you know, most of the businesses that closed in Covid, a lot of them at least, didn't open back up. So there was a lot of heartache. And, I mean, of course, like, this is. It's hard work, and there still is, but I think that's definitely the biggest thing. And it seems like, I guess maybe I want to start focusing more on what it took to get to where I am, because there were several times where we could have given up, but luckily we didn't, because shortly after Covid, he got franchised by a shark from Shark Tank. But, I mean, imagine. Imagine all that work, and we just stopped right there, you know, like, where would we be now? And people think that if you don't. If you're not making it right away, then you're doing something wrong. But if anything, I'll say you're doing something right. If the fact that yesterday didn't go so well, but you're still waking up the next day to make it happen. So, yeah, that's. Long story short, that's probably it.
- [97:23]
Scott Clary
I think that's easy.
- [97:24]
Angelo Bahu (Yoangelo)
It's not. It's not. We've done, like. I mean, my. My family, and I mean, me, myself, I. I don't always give myself, like, that much credit, but, like, really in this conversation, like, I mean, I. I did go a long way, too, so I think you.
- [97:35]
Scott Clary
I mean, I know you did. It's not. It's not a question, but I think it's also, like, it's tough sometimes, especially, like, listen, like, because it's your whole family involved, it's not just, like, your business and your success. Like, I think it's sometimes tough to, like, really realize, like, how Far you've come yourself, right? I believe that with me. I don't know if that's true with you, but I believe that like sometimes, I mean, sitting in like a studio that I built out and I'm like, this started like in a second bedroom, like, like it was like a two bedroom condo in the second bedroom. I just filming on Zoom. And then you look back and it's only been like six years and you're.
- [98:12]
Angelo Bahu (Yoangelo)
Like, yeah, yeah, right. But that's what showing up does.
- [98:16]
Scott Clary
And the first time you posted, you just showed me a post where you got 10 million views and 500,000subs. So. So one of your 30 second posts is bigger than my entire channel and it's bigger than a lot of people. And it's not like I've never. It's not like I have no audience, right? So it's like you put in perspective when you first started out. You think one post could give you 500,000 followers?
- [98:36]
Angelo Bahu (Yoangelo)
No way. And I like that. And that's like, that's just a beautiful thing because you start to realize that when you're putting so much work in, you eventually realize that things happen in seasons, right? You're going to have a season where your head is down and you're working harder than you've ever worked in your entire life. And sometimes it feels endless, right? But then eventually, I don't know like what the rhyme or reason or why it happens, when it happens, but you wake up one day and you realize like, wow, like blessings are happening one day after another and. And you get caught up in it because you're always thinking when you're in that mindset of like, what's the next? What's the next big thing? What's the next big thing? But like, sometimes you gotta pause and just be like, whoa. Like really? The past three months, like, you know, like I've gotten so much blessings, like so many like beautiful things came out of my hard work. Like, kind of like, like this is a good season. You know, I love that.
- [99:22]
Scott Clary
And I think that's actually very important. I think that most people that are like high performing, like on this path and they're just like doing, doing, doing. I think they don't take a second and stop and pause and realize how good their life has become. Because you start, because you move your own goal posts and then you just keep looking at. Okay, so what did you say now? Now your benchmark's 100 million.
- [99:42]
Angelo Bahu (Yoangelo)
Yeah. That's crazy. No, you're right. That's True.
- [99:48]
Scott Clary
It's. It's something that I think, listen, it's good to be ambitious, but it's also good to, like, just understand, like, how far you've come, because what's your next. What's your next level? Like, where do you want to go next? Are you, like, you're trying to be Mr. Beast at this? Is that. Is that it?
- [100:01]
Angelo Bahu (Yoangelo)
That's. That's one of the goals, for sure. I mean, just to be able to grow to that level is. Would. Would honestly be amazing because, like, you know, I always say, like, the more the platform you get, the more you become of who you are. And, like, I've always wanted to. To kind of use my voice for good and, like, to help people. And I feel like the more. The more I've been able to grow my platform, the more, like, abilities I've been able to do that. So I want to grow that. Of course, I always want to keep my head in business. Like, I don't. I. Like, there will never be a day. And I just mark this now. Like, I'm gonna say there will never be a day where I retire because. Not because I want to work so hard for the rest of my life, but no more. Because, like, I always. I always want to be, you know, keeping my mind. I'm busy, always contributing something good to the world and stuff like that.
- [100:41]
Scott Clary
Did you have to sacrifice anything to get to where you are right now?
- [100:45]
Angelo Bahu (Yoangelo)
Yeah, a lot. I mean, like, and I. I always have to make sure I tell this story right, because I always know that when I say this, like, people be like, why did your parents make you do this? But I just want to emphasize before I say this, like, everything I've ever done, my parents have never forced me to do anything. But, like, I really, like, did it because I. I wanted to. But there's been a lot that I've sacrificed. I mean, like, I. I spent so much time, like, building this. This business, like, to what it is, and there would be so many times my friends were going out, you know, doing things, and, you know, these are, like, experiences that you remember for the rest of your life. But so many times I've said no. I don't think. I think I took for granted how many times I've had to say no, to say yes to myself. And I would say I've sacrificed a lot of, like, maybe high school experiences, middle school experiences to get to where I am. I mean, I. Yeah, like, I mean, I even. I would even go as far as to say I sacrifice a college Experience, because I made it. I was very intentional with the decision of not going to college because I know what I'm doing and I know the path that I need to take to get to where I want to be. College is very fun, and I'm a very social person, but that for me was a sacrifice, too, because I could go. Go have fun, go make all these friends and this and that, but it's not really aligning with where I want to be in my life.
- [102:08]
Scott Clary
Yeah, that's tough. Very, very wise. I think that a lot of people don't realize that too much later on in their life, but I think that everybody. You mentioned seasons before, everybody who's built anything meaningful. There'll be a season where they put in more work than most people are ever willing to put in it.
- [102:25]
Angelo Bahu (Yoangelo)
Right?
- [102:26]
Scott Clary
So that. I mean, it's very cliche, but, like, so then, you know, you work now harder than anyone else, like, then in the rest, you know, your life. What's it. What's the saying? What's the quote? It's like you, like, work. Work harder than. What is it? You work harder than everyone else now, so, like, later you don't have to work harder.
- [102:45]
Angelo Bahu (Yoangelo)
I don't know. That's.
- [102:46]
Scott Clary
That. This is not the quote. For everyone listening, there's a. There is a real quote. But the point is the season of your life where you start to build. I don't think there's balance in that season. I think that for a period of your life, it's okay to not have balance so that you can have balance later. Because I'd rather not be stressed about money and finances and career when I'm like, 50 and I have kids, I don't want to wait till 50 to have kids. But you get the point.
- [103:13]
Angelo Bahu (Yoangelo)
No, that's something my grandpa always said. It's like you either pay now or pay later, and you're going to.
- [103:18]
Scott Clary
Oh, that's very beautiful. Said way, way, way better than my stupid ass.
- [103:23]
Angelo Bahu (Yoangelo)
No, but it's so true because, like, I'm aware of, like, what I've had to give up, but I have zero regrets whatsoever. I mean, because, like, there comes a point in everybody's life where they decide they want to take themselves in their lives more seriously. And I feel like I've always had that drive. So, like, if anything, I'm just going to continue to do that. But, yeah, and I like what you said about Balancer. Like, I remember I was watching Alex from Ozzy video and he was explaining, like, you know, people are so confused to think that balance is about balancing day to day, balancing like throughout week to week. But like, no, like balance is not like that at all. There's going to be a five year period where you're working the hardest you've ever worked in your life. But maybe later you're going to be blessed with like a three year period where you're like going to be able to relax. But like, I think to really get somewhere, you need to put a hundred percent of your energy into exactly where you want to go. If you're putting 50% here and 20% there and 10% there, where do you expect, where do you think you're going to be?
- [104:15]
Scott Clary
You're gonna agree with that. Half assing, your entire half assing everything and then nothing gets done. I think that's even why like you were speaking about right now, I am not doing more long form. I did short form, built an audience, grew the business, put the course together. Like, you're very purposeful, but like what you focus on one thing at a time, right? And I think that that's the way you succeed. Because I know that her Mosey talks about this as well. Like entrepreneurs go through this cycle of they start something new and then it gets tough and they quit and they start something new, then it's tough.
- [104:45]
Angelo Bahu (Yoangelo)
Exactly.
- [104:45]
Scott Clary
Or they start like five things and it's this perpetual cycle that can last for like 20 or 30 years. Whereas if they just stuck to the thing that kept the main thing. The main thing, yeah, it's going to suck at the beginning, but then you're going to learn and then there's going to be a compounding effect to all of your efforts that you put into it. And then over the course of 10, 15 years, you'll find a way to make that thing successful.
- [105:05]
Angelo Bahu (Yoangelo)
100 if you don't quit. And I, I also say don't quit. Like earlier you asked what's like the best piece of advice that I could give or something that I learned. And I would say almost a don't compare. Not just because of what it can do to your mental health, but because it's not realistic. Like if people compare themselves to me and all the success that I've been able to see, like you're only seeing like the amazing things that have happened, the videos that have went viral, but like you didn't see the thousand videos that failed. You didn't see the days me and my family were up until 6am like coming up with a new strategy, you know, like, like you didn't like there's so much that goes into it that it's almost like comparison isn't fair because, like, you don't get the full picture of anybody's life.
- [105:46]
Scott Clary
Okay, so where do you want people to connect with you? Website, Social. If they don't follow you already, where do you want people to go?
- [105:52]
Angelo Bahu (Yoangelo)
I mean, YouTube for sure. That's where I'm going to be doing all the fun stuff. But Instagram is going to be more, like, where I'm gonna start talking more about, like, business things about the course, about different, I guess, specific moves. Like, you know, YouTube, I'll be posting the videos. But Instagram, you really get, like, the insider information. So I would say definitely Instagram.
- [106:10]
Scott Clary
Pick one lesson, in your opinion, the most important lesson that you've ever learned. And for context, this is a lesson that you'd want to pass on to your kids because it's that important. What do you think that lesson is and why?
- [106:23]
Angelo Bahu (Yoangelo)
Yeah, I guess I would say look like, especially doing something like social media, but, I mean, social media life, whatever it is, you can go by putting on a face and being whoever you want people to think that you are, because, I mean, at the end of the day, like, we can be actors in our own personal lives and be whatever person we want, but I think at the end of the day, you need to make sure that, like, within yourself, you're measuring up to who you really want to be, that you're being a good person. Yeah, I can smile at people, hold the door open. Yeah, that's cool. But who am I actually, you know, like, at the end of the day? And I think it's so important to keep that in mind. And I learned that through social media because, you know, there was times where I was doing very well on social media, but in real life, I wasn't doing very well. And I just really, all I could think of is like, wow, how easy is it just to fake and just pretend and, like, this and that? But really, like, I had to go within and just ask myself, like, what's not working? What's not clicking? And I had to really, you know, do that so I could come up with the best face on social media. Because at the end of the day, like, I always, to me, I always want to be someone who's putting something positive out. So really just like, that's tough, though.
- [107:30]
Scott Clary
That's so tough when, like, shit's not going right in your life and you're trying to show up and be a content creator. Yeah, it's very difficult. Do you think that there's some times where you should bring some of your personal shit into your content?
- [107:42]
Angelo Bahu (Yoangelo)
If, in my opinion, if you think that you can do it in a way that's constructive, that somebody who's going through something similar can kind of almost take advice from you and help and you know, there's going to be some creators who really genuinely don't know what to do and might even go to social media to kind of seek that type of wisdom, maybe from someone else in their comment section who's went through the same thing. So it, it differs situation to situation. Me personally, I like to figure out what is happening so I can help somebody else who might be going through that if I bring it to them and stuff. I don't really bring too much like, like, I guess negative feelings towards, like on the social media, I'll talk about the hardships and the lessons after, you know. Right. But usually like within, I really just like to assess it and figure it out.
- [108:26]
Scott Clary
And I think that's smart though. But I think that whether or not you're sort of like talking about it in real time or you're talking about it after, I think it's important to like bring them up at some point. The lessons, I think are important. I think it's difficult for people when they're going through it to like, say it's like a breakup or like an argument or a business issue or whatever. It's hard to like talk about it. But I think that sometimes that makes the best content. Not that, not through negative, but like, because someone else is going through it.
- [108:51]
Angelo Bahu (Yoangelo)
That's true. That's true.
- [108:53]
Scott Clary
Someone else is always going through it. Even that thing that you, I mean like, you say you don't bring up negative, but that 100 million view posts where the people are like kind of like critiquing you and like being like, oh, that's cringe in public. There's a lot of creators out there that have apprehension about filming in public.
- [109:08]
Angelo Bahu (Yoangelo)
That's true.
- [109:09]
Scott Clary
And a lot of creators don't know how to do it. And what happens if somebody talks shit about me in person in the comments? So even putting that out there, it's like you are helping a group of people.
- [109:18]
Angelo Bahu (Yoangelo)
I think. Yeah, when you bring it like that, that makes a lot of sense. It's like, I think just like, for me, I just like to be like, I'm very constructive if something is wrong. Like, I like to figure it out right away and have like a bullet point of what's going on. You know, but, like, that's me. But. Yeah, no, at the end of the day, like, vulnerability is something that I think should be shown. That video did very well, but I've had other videos where I've had, like, not the best customer interactions. I've posted about it, I've talked about it. So, no, I do think that's. I do think that's important and just more just, like, I think bigger picture is just important. Like, I guess, like, you know, put. Yes. Put your best face forward, but also make. Make sure that, like, you are, like, authentically actually doing that, even when the cameras aren't on, even when no one's looking. Like, that, to me, is very important.