← Sweat Equity
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- [00:00]
A
What's up, y'all? Welcome to another episode of Sweat Equity, episode 71. 71. Give me a basketball player, football player. That's 71.
- [00:09]
B
It's got to be a left tackle or something. Yeah, that's a, that's an online number. But we're trying to get out of our own line phase right now. Yeah, summer's coming up, so we're gonna be big bodied.
- [00:19]
A
Yeah, no more. No, I'm not gonna. Anyways, one thing that you got on the docket today that I'm interested in and want to dive into is these bounties and essentially creating like challenges for creators. We're doing it with a few brands. I know. I think you're doing it with a few brands as well. There's something interesting there and I think it's early too. Extremely, very early on the side of being able to create like these different content challenges, have different milestones, payout structures to not only like activate affiliates, but to get brand ambassadors in play and all in all sorts of different people. So kick it off for me. Let's jump into it.
- [00:53]
B
Yeah. So what TikTok shop did was it democratized everyone's ability to make content that would drive sales. And that was really interesting because if you think about how brands could make money online before there was obviously affiliate through link in bio or whatever it may be, but there wasn't a direct action you could take on a video to though then go convert. There's obviously Instagram Shop that didn't take off for its own reasons. What we're seeing now is the emergence of this clipping industry. So a lot of podcasts have been doing this over the last three years. Basically they start all of these different pages. You know, it would be something like sweat equity clips and we would have some sort of va just clipping every single decent thing that we say on this podcast, posting as a clip and just hoping one of those scores a home run. What's starting to change is similarly how TikTok shop evolved because there was an intermediary between the brand and the creator in the form of agencies or these creator communities where they train them. And that led to better output. Right. So the creators made things that worked more because there were people training them on how to do so. And similarly to that, I think now we're starting to see a lot of these non e commerce oriented promotions for bounties. So it's like you get paid on a CPM basis. So the one that I was studying recently was actually a freaking sponsored post by these guys, Wap. And they, they have released a clipping feature. So basically it's like create a community around, you know, an album release. In this instance, it was Drake and Party Next Door's Collab album. They're paying $0.70 per thousand views, so not a lot of money. But if you're someone who can like meme your way to 20 million views, you can actually make some cash. And you know, for a lot of people, that was, you know, don't get it twisted. These are not like 44 year old people with, you know, high overhead. This is like a bunch of college kids or 18 year olds that don't, you know, they're working minimum wage and like this is a better way for them to make money. And the format didn't matter because on TikTok or on Instagram, the trending audio is, you know, if that can get reshared, it kind of creates a meme or a trend. And what was interesting about how they did it was there was a guy, Eddie Cumberbatch, I believe, who's a pretty like big creator, especially in the money kind of course guru world. And he was the guy who brokered the competition. So he worked with Party's team and they created this whole community all of a sudden. I think what was really interesting about the competition is it was, yeah, go react to the songs would be one format, but it also created new formats. Like one of the formats was Die Trying by Drake, which is like kind of, you know, people are saying it's a hey there Delilah type of song from Drake. Right?
- [03:46]
A
And what a classic.
- [03:48]
B
Amazing, amazing.
- [03:49]
A
That's hey there.
- [03:51]
B
Yeah, yeah. And so the song is a little bit kind of nostalgic, sad. Like everyone's like, you're driving through, you know, the countryside, hair blowing in the wind type of track. And so what, what emerged out of that was all of these videos where athletes, someone like Kyrie or kd, it would be a. The first shot was Kyrie or KD and Kyrie Irving. Kevin Durant, if you're listening to the pod, don't know who they are. I don't know what to tell you, but it would be them saying something kind of sad, melancholy, and be like, yeah, man, like those were good times, whatever. And then at the drop, it would show them in their prime in a nostalgic way. And this took over. And all of a sudden everyone's making this for their favorite athlete who used to have a prime. You know, that's amazing for Drake, right? Because all of a sudden this Drake and Party, because all of a sudden this song is getting played over and over and over again on these 5, 10 million view videos. And what's insane is just, you know, copyright laws thrown out the window. I mean, these are like sports clips with an officially licensed song. You know, this is a new medium you could never really create in the past. And so it's really unlocked, like this new ecosystem and if you take, you know, music out of it, like Netflix did guerrilla marketing back in the day on Twitter for a lot of its different movies. So Bird Box, the thing with Sandra Bullock. Yep. The meme where she would like cover her eyes and then her eyes were already covered. Huh. She had to be blindfolded, whatever was going on. Yeah, yeah. Netflix planted that and they were amplifying that with a bunch of different meme pages. And so this is sort of the evolution of that guerrilla marketing tactic where someone like Warner Brothers, who has a big movie upcoming could set this community bounty and then just see what transpires, see what grows out of that. And I think everyone views a lot of these bounties as get the most views for my product, my physical product. But where a lot of this opportunity actually is, is in these things that are more cultural. You know, I actually got a DM from a guy. This is fascinating. Who. It's a lawyer paying a CPM to get people to create views around his FTC case. He's filing a class action lawsuit and he was like, yeah, we'll pay you $4 per thousand views if you create a video about this lawsuit and get eyeballs on it so that there's more grassroots. And it just clicked with me, like, this is a completely new marketing channel. Right. This is, this doesn't exist anymore because the lottery ticket that every video on social is is now harnessable by any sort of business if they're savvy enough. So I'm, I've got a. I'm starting to like. There's a guy actually that hit me up. We're thinking about building an app for this. So think, like, think, you know, we like Tinder for these competitions, right. Where if you're someone who's just like looking to, you know, make some extra side cash, pure CPM basis, join that ft. And this was not like, this is not a paid promo, the app's not even out. But like you could theoretically, if you're a no name creator, 300 views, you could just swipe through, choose four things, and then just pump 30 videos a month trying to meme your Way into a million views and make some cash. Right. Like $4,000 for making that FTC suit go viral. No brainer for the lawyer. Right. And I think you're going to see these rates go up and there's going to be more incentives, more kickers, more ways for this to be monetizable.
- [07:20]
A
But dude, it's super interesting.
- [07:24]
B
It is, it is fascinating. I think the last, the last part I'll say is I actually got chirped by Drake's team.
- [07:31]
A
I know. Because that's because of the video. Because it was part of his team. Right. And like Drake did it.
- [07:35]
B
Yeah. So Drake's guy was all salty at me, which was kind of sick that I got chirped by Drake Steam.
- [07:40]
A
So of course that's a, that's a.
- [07:42]
B
W. It's a huge dub because in.
- [07:45]
A
My opinion, I feel like Drake knows you, knows who you are. He's seen, there's definitely.
- [07:49]
B
He's seen the content.
- [07:50]
A
I'll put that 100%.
- [07:51]
B
And he. The worst part is it probably popped on his feet and he was pissed.
- [07:54]
A
Yeah, right. What the fuck is this, Gerald?
- [07:57]
B
Yeah, so, yeah, and I was writing for him in the comments. No, you know, pause. But like I, I was. Everyone was talking about like, he's phony. This album's corny. I was like, this is genius. Like that's. I mean, because that's my dog.
- [08:10]
A
So it's still new and it's still a fresh idea and a newer channel. But what I'll say is streamers have been doing this 100%.
- [08:19]
B
And you've seen the steak stuff, right? Yeah, yeah. Where they watermark. So Stake will take a viral meme from 2017. That was just an. It's like they take the Twitter hall of fame, basically, you know, proven memes that they know will go viral, recycle it. But then they watermark it with their logo and Twitter has to community notes that and say this is a non disclosed advertisement for a gambling website. Which in my opinion, I don't think that really helps Twitter. You know, like that's still a dub for steak because now they get their name out of there and it's.
- [08:51]
A
So, yeah, probably somebody's going to trip me in the comments. But this is what, for example, like Andrew Tate, like how he became relevant totally was this.
- [08:59]
B
He pioneered this in the podcast space. He.
- [09:01]
A
Well, they also did a ton of live streaming, right? They did the podcast, they did live streaming and then they would have just all these different accounts clipping and then they would pay on A CPM basis or probably like a view basis, milestone basis. It's also, you know, why you see like Kyson out when he did that 30 day stream that he was at the, at the crib and like Kevin Hart came through, Drew came through. The reason you saw it everywhere because was because of this. Now, the halo effect that this creates is once, especially for curation pages, once it starts getting shared everywhere, people love to continue sharing it because they. They know that's a winning piece of content. So if I'm a theme page and let's say three competing theme pages post a piece of content about it, I now need to post about it or else I'm irrelevant. Right. And so it kind of forces this.
- [09:48]
B
It's a crazy network effect.
- [09:49]
A
Yeah. Because you, you feel like again, if you're a theme page, you have to be putting out some of the most relevant content. You have to be fast. And so you have to take this winning content and also publish on your page. And it does. It creates that network effect where it feels like a takeover.
- [10:02]
B
Totally.
- [10:03]
A
Kai did that, you know, that live stream event. It was everywhere on Twitter. It was everywhere on Instagram and on TikTok to the point where I tuned in a little bit because I'm like, I want to see, you know, like what Drew, Ski and Kev.
- [10:15]
B
It's fascinating. I mean, the streaming stuff is so one of those things that feels outside of mainstream right now that's going to be so big in like three years.
- [10:25]
A
You know, me, Colin and Oren have the biggest marketing live stream in the world.
- [10:30]
B
No, but that's hilarious.
- [10:32]
A
This is what we.
- [10:33]
B
Addressing the allegations.
- [10:34]
A
This is what we claim. Because they'll get like one. There's no other marketing live streams.
- [10:39]
B
No.
- [10:40]
A
And we get.
- [10:41]
B
Which just shows the state of the marketing industry. If, if that's you, you're getting wrecked.
- [10:46]
A
We're getting two to 3,000 views every single time we do one of these live streams. The one hard thing about live streams is it gets better and more people start to watch it the longer you do it.
- [10:57]
B
Absolutely.
- [10:57]
A
Which is like the grind too hard because we'll do it today's what, Wednesday? So we'll do one tomorrow again and we'll stream it, I think on my Twitter, maybe orange YouTube and like Colin's LinkedIn or something along those lines.
- [11:12]
B
You can go live on LinkedIn. Yeah, that's crazy.
- [11:14]
A
It's funny because I know show like with Collins, we always do Addressing the allegations or like My Confessions and then that's the title on LinkedIn.
- [11:21]
B
Yeah, yeah, hilarious.
- [11:22]
A
It's hilarious. But yeah, it's difficult because, you know, I'm doing it like 7 or 8pm they're doing at 6pm Their time. And so like by the time we finish, I'm like, it's 10:30, 11 my time. Yeah, it just, that's the hard part. But I think there's a big move on the, on the streaming side to be able to do this and then have essentially create these clip farms. When I wasn't at my first million when they did this, it was. Or at the hustle when they did this.
- [11:48]
B
But after I left, well, they copied all in too.
- [11:50]
A
I don't know if all in did something like this.
- [11:52]
B
All In. All in did it first. So it was All In Talk was the account. I know the guy who did it.
- [11:58]
A
Oh, interesting.
- [11:58]
B
Yeah, yeah.
- [12:00]
A
What I think it was. Well, I only know the MFM one. So they did a cool challenge where it was. They wanted to reach a million downloads a month and they created a challenge where it was like, hey, we'll give, I think two winners $5,000, one for like the most viral video and one for the best video. And it created. And there was a, there was a deadline of like, yeah, you have to do it within this 30 day gap. People were making like remaking like south park type characters for mfm.
- [12:24]
B
Totally. Sean.
- [12:25]
A
And yeah, a lot of other people were just making really good clips. People were making green screens.
- [12:30]
B
Well, think about the proliferation of this with AI stuff now too.
- [12:33]
A
Yeah, you can literally have a whole nother.
- [12:35]
B
Recreate the pod. Like there's so much that you can do.
- [12:39]
A
And so they created the challenge where it was like you. Yeah. In that 30 day period, we're going to have two winners. We're going to pay them out 10 grand for these two outcomes or these two milestones. And I know it's hard to like directly measure it actually blowing up the pod or you know, getting it to over a million downloads. But I know the next month after they hit like one point, I think they talked about they got like 1.2% million views. I think an interesting thing for us is one we could do the same thing. I don't know if we have enough listeners to do that, but one thing I think we can do for the pod is we can hire VAs and then what you're saying have them use AI to clip it up, clip up and have so many different channels for us.
- [13:20]
B
Yeah, I think there's definitely some snippets that could have, you know, been like Comic relief vibes. And then, I mean, obviously we've had a lot of clips of segments go viral from the pod, so there's definitely a move there. That wool, you know, even eat what you kill. Right? Like, we. We gotta kind of, you know, eat our own dog food here and try it.
- [13:39]
A
But why don't we make this like an actual challenge for ourselves that we document live on the pod? Like, let's hire a VA. One or two VAs and be like, Hey, I.
- [13:47]
B
Just hired two more. So this could be like, yeah, your.
- [13:50]
A
Sole job is to clip all of our content and. And run like these three to four channels.
- [13:56]
B
Yeah.
- [13:56]
A
Like, Rob's doing it right now with his organic content or any, like, pod content. I forget what it's called. It's like cowboy.
- [14:03]
B
He's got like five of them, dude. Yeah. It's so funny getting hit with that too, because the algorithm knows. The algorithm will amplify this to your viewers, my viewers, and the sweat equity viewers on Instagram. Because even when it's got like seven likes and no engagement, I'll see one of those random Rob the Bank Closet videos and. Which is like, great job, Rob. Those are like, the fact that you're reaching people with that is just so, so savvy. But yeah, man, this is a big, big thing. I think it's gonna change a lot in terms of overall, the shift of performance marketing. Meta should be quaking in their boots right now because those dollars are quickly leaving them. If you're looking like you mentioned, we couldn't quantify that it worked with the pod, but it did. It was clear that it did. I think there is that. That has already started with influencer marketing. Right. You give a jacket to a menswear influencer and all of a sudden sales just go up. Wow. Seems like this worked, right? Like, that is already something that a lot of people are kind of, you know, mindful of in various industries in terms of influencer seating and, you know, measuring like CPMs as the target. Like, I know Hexclad does this, like their gifting program. They don't. They literally don't care about revenue whatsoever. They just set a goal of millions of impressions every month to generate from the program, and that is worthwhile to them. And they generated like a 30 cent CPM by seeding all these food creators. What does the CPM entail? I don't know. I mean, it's like the product was shown one time in a million view video. I think that counts. So it's like similar things. I Think can happen with virtually any business. The one that really opened my eyes though was like this lawyer thing. Like when, when white collar services and different companies are getting a hold of this. You want all these AI companies trying to acquire users. You know, like think about if Anthropic was running this competition as a way to make everyone think that they were the default chatbot instead of chatgpt. I think that could be brilliant for them. Perplexity should do this instead of Google. So there's really any sort of business can run this because all you're trying to do is just get eyeballs at a like fixed cost, not necessarily an upfront payment because that's the problem with ads. It's like spend 50,000, see how it goes. If you can set a CPM and just drive that engagement, especially if you're someone who commands those communities of people and you can get like actual results from the engagement. Like there's a new ecosystem there and.
- [16:33]
A
If you have a founder led brand with die hard customers or die hard fans like this will absolutely crush absolutely three brands right now that we're launching essentially a content challenge where we're seeding but you're also opting into a challenge that there's different milestones or different CPMs that we're trying to hit. But it's a 30 day challenge and at the end of it as well there is a grand prize for one outlier. Whether that it's the most viral video or the best story, whatever, it's dependent on each brand. But there's one outlier, there's, sorry, one winner for that outlier content. I have a feeling it's going to absolutely crush. But the key to those are those brands have like a founder that religious following.
- [17:16]
B
Yeah, yeah, yeah, yeah.
- [17:18]
A
Absolutely religious following. And I think it's, it's going to be lights out. But again it, it creates an interesting flywheel too where at least using the software that we're using, you can pay out based on milestones. So like let's say that milestone is a hundred.
- [17:32]
B
Are you using Revo?
- [17:33]
A
Huh?
- [17:34]
B
Using Revo or what are you using?
- [17:35]
A
No, I don't want to talk about it yet because we're inking a deal and I don't want to like oh.
- [17:40]
B
Yeah, no free pub a lot.
- [17:41]
A
Not until we inc. A deal.
- [17:42]
B
Yeah, a lot. And if you know who you are.
- [17:45]
A
But what was I saying? Oh, you can set these milestones right where let's say it's 100, you know, $500 for 100,000. View video or whatever the case may be. What's cool is when you pay that milestone, right? Or you pay somebody that milestone based on their, their video, the performance of the video and it matching the criteria of like the different videos you, you want them to make, you now own the rights to that content. Yeah, you now own that ip and so now you can be creating a really good ad flywheel where I know this content performs well. I am paying for the performance, so I'm paying for the reach, I'm paying for the, the eyeballs, but I'm also paying for the ip. And now I get to put into my ad account and know it's a winning piece of creative. That is a really interesting flywheel for companies.
- [18:30]
B
Slouch. Throw every single one of those videos into one of these new AIs that can analyze visuals and all of a sudden you have a frame by frame winning formula that you can just go.
- [18:40]
A
Repeat on autopilot thrown around like AI, what softwares are you using for something like this?
- [18:46]
B
I'll say this, I'll say this. Beware of the cap. Because I'm probably. Oh for my last five on someone being like, we just changed the social listening industry on Twitter and then you download it and it's just absolute hot garbage. Like I'm actually going to take a shot right now at this guy. His name's like Waleed on Twitter and he literally put out a thing. He was like, we just created the best tool for viral social listening. I look up CMOS gummies. That's a pretty direct keyword, right? And it shows me popsicles. Popsicle videos at some point. You can't hide behind the user error excuse which your product, like if you're shipping something and I can't look up a basic extremely massive like category keyword. CMOS gummies is a huge product category, especially on TikTok. And my initial query can't return anything relevant to me. It's just all like AI slop or you know, popsicle videos. Like it's called Spy talk. It doesn't work. You know, icon is the same way. Like it's like a lot of these different, you know, arcads does a good job with the AI UGC stuff because they're very gray hat in their DNA. You know, like they're down for the FTC violation, they want the smoke, they want to get sued. That's their posture.
- [20:06]
A
Do you like icon?
- [20:07]
B
I think icon is valuable in the sense that it, you know, can repurpose a lot of your B roll, but it doesn't generate compelling scripts, hooks or anything good on the AI UGC side. So I don't think it can make net new things. And Re Charm is a software that already does what Icon's doing, which is upload all your footage and then we'll just turn it into an ad. Rechimer has been doing that for two years. So to be honest with you, I'm not very impressed by most of these AI softwares. I'm impressed by the big boys, obviously. I think any of the. I'm sure Sora and all of the different image production Runway is amazing. You know, it animates images. So like you can generate an image in mid journey, animate it with Runway and then tell a story with, you know, an AI voiceover with 11 labs. Like I think that is a medium that can work for people. But most of the things that I've seen on the growth marketing side, especially in the last like six weeks, just pissed me off because they're just lying to get demos.
- [21:11]
A
I feel like all the shilling I've been seeing is just definitely paid shilling.
- [21:15]
B
It's. There's so much Twitter. It makes me never want to have the pod sponsored Loki, like buy like an AI tool. Yeah.
- [21:21]
A
I have no problem with like Mercury wants to sponsor us. Yeah, like there's certain brands.
- [21:25]
B
Amex.
- [21:26]
A
Yeah, like there's certain brands. I'm not sure.
- [21:28]
B
No, I know. It's honestly, man, like I just have really not been impressed with them. And I actually put out a tweet, I was like, what is your experience been with these AI UGCs, bro? Tell me why. Everyone was like, it's really frustrating. I haven't gotten great results. And then the only people that chime in are like the head of growth at these companies or a paid shilling. And they just share the same stuff. Right. It's the. You know, my dad was the Kardashian's butt doctor for 15 years and this is everything you need to have a huge peach. And it's just. She's narrating that and it's just a turbo thought on the front and then it just cycles through like all these different images. And I'm like, okay, so you're just like lying, right? Like this is promotion of a product non disclosed with false claims. Like that is actually just not legal, you know. And so you've never made an ad like that. That's not what we're talking about.
- [22:21]
A
That's the same.
- [22:23]
B
That's.
- [22:24]
A
You've shown me ads like this.
- [22:26]
B
That's not what we're talking about.
- [22:28]
A
Okay. Wants to be the police now?
- [22:31]
B
No, I don't want to be the police. I want the cap to stop.
- [22:35]
A
Like, we do have a saying around here. Like we say, stop the cap.
- [22:38]
B
Yeah. Like, I just want the timeline.
- [22:40]
A
If John, Brian, whatever.
- [22:41]
B
Yeah, I just want the cap to stop. And that was borderline cap out of me, I would say. I mean, my original, you know, a lot of the viral hits from back in the day, they were a little, you know, on the gray side, but that. That just is what it is now. I'm trying to go mainstream, but I. I just don't think that there's a lot of truth in the promotion of software, especially on Twitter and LinkedIn at this point. So your first guess, if you see someone posting about a software, it should be, this is a paid shill. And particularly if it's, you know, from a certain set of folks that have an engagement pod. But I'll leave that there.
- [23:20]
A
I'm there with you. I am very interested in. Let's do this thing, hire VAs, clip up a bunch of our top pods.
- [23:28]
B
Like, my post for WAP was sponsored. That was a sponsored post, you know.
- [23:33]
A
Oh, the one that.
- [23:34]
B
Yeah, the Drake video. Like, that was.
- [23:35]
A
How much did they pay for it?
- [23:37]
B
They pay me like 1250.
- [23:40]
A
They hit a lick.
- [23:41]
B
They hit a fucking lick. Like, insane lick, right?
- [23:45]
A
They hit a. Because it got 800, 750. So, okay, round up. That's eight, bro.
- [23:50]
B
At south by, every single person I would, like, talk to, they'd be like, yo, I think, did I, like, did you just talk about Drake online or something? Like, it was crazy.
- [24:00]
A
Like, having finally happened to you. You started getting recognized, having, like a.
- [24:03]
B
Viral moment right before going to a tech conference, like, talking about tech product. Going to a tech conference. I was. It was too much. The ego was getting just struck.
- [24:14]
A
Yeah, it's. It's interesting feeling when somebody, like, recognizes you and like, dude, I love your content or I. I consume all your shit. Although I got called. I. I was working with somebody in. In Miami and they, like, were looking at me like they knew who I was. But we were working together on. On shooting a bunch of stuff for. For tier. And then he text the next morning. He. He comes and hits me up because I send him something on. On Instagram. Like, yo, like, we're going for something like this, whatever. He's like, yo, you're the good concert versus bad content guy. I'm like, do you not see my name in the bio?
- [24:45]
B
That, that, that Definitely stinks, but it was funny. Quick shout out to a guy. Steve Cardigan. Have you seen am? AM radio?
- [24:53]
A
AM radio?
- [24:54]
B
Yeah, yeah. No, it's this. It's sick, dude. This coffee club thing has taken over. I think I've talked about it before, where there's like seven different coffee clubs any given weekend in Austin, but they kind of run one of the originals out in la and he's very much a thought leader in that space. Dude. Their content, it should almost be a breakdown of why AM radio is successful compared to all of the other ones that are popping up right now as the power of short form video. Because Steve himself is such a good creator. He does an amazing job setting the table, talking about where everything's gonna be.
- [25:29]
A
I don't know who you're talking about.
- [25:30]
B
Um, and, you know, meanwhile, a lot of these other coffee clubs are, you know, struggling on the content side, kind of just, you know, capturing demand. And it, it's, it's a testament to, like, if you can master short form, then you will win your market. I actually think it is that straightforward. Like, if you can be. Cause that's, that's just being a better marketer, you know. So, yeah, shout out. Steve. I ran into him, he's a fan of the podcast and starting some dope events. So really cool.
- [26:00]
A
I ask where you sent it to me because for context, Brian was in our slack. I had to kick him out. I had to kick him out. This, and this is more so funny to be like, I could be arguing with somebody on the team or like, like, yo, why aren't you doing this? Like, we need this done. And Brian would go, like, randomly just go in there and chirp or like drop a LOL in a very serious conversation. And never. And he was never active in anything. You just go, like, instigate and like, make things worse. So I had to give Brian the boot.
- [26:31]
B
Alex's employee happiness went down when I got booted from the slack, but I think his arrival tripled or quadrupled because all I was doing was just stirring up chaos. So that's a new social channel that I think people need to look at. And then the other side of things that I wanted to talk about today was just using. We talk about enemy marketing on this podcast quite a bit. But I continue to think that that is probably the best way to build. You like to talk about narrative building quite a bit. What I'm trying to get at, though, is the way that people need to narrative build. You just need to study how creators build their brand over 10 years, build authenticity and trust, and then think about how you can do that for your brand. Any normal person can do this.
- [27:18]
A
You.
- [27:18]
B
You know, I've referenced the mantra girl before talking about Ryan Trahan on Instagram the other day, who is like an Austin YouTuber. He's huge, right? Obviously, this guy's mastered content, storytelling, all sorts of stuff like that. So he knew that when he was building his company joyride suites, the most important thing he could do is create a mission. We're going to disrupt Big Candy. Big Candy has a lot of things that are bad about it. Everyone subtly knows that, But Ryan was actually able to tell people what those things were in a way that was very socially digestible, you know? So he's talking about, we got to disrupt Big Candy because they're the ones giving you cavities. Or we got to disrupt Big Candy because they're including all of these ingredients that are petroleum derivatives. Right. Like, he's educating, delivering value in a way that's socially entertaining and native. And that type of style is all that will exist in, like, 10 years. Like, if you can't deliver that sort of experience through your social content, which is value first, narrative building against a broader enemy, and I don't think you're going to have a chance.
- [28:20]
A
So, funny story, actually, about Ryan was when I was a CMO collective, there's a back room that you can kind of work at. And it used to be like a yoga room or something along those lines. And so I'm in there working, and all of a sudden this group comes in and they put their stuff on the tv, right? And it's like this whole creative team, and I'm just kind of like, you know, you're working, but you're listening when something catches your attention. So I'm listening. And I don't know who Ryan Trahan is at all. Like, at this point, it's two, three years ago. Like, that's not ever been my kind of YouTube, but for sure, obviously, he's an amazing creator.
- [28:52]
B
He's like a macro YouTuber. He's like the. The big. Kind of huge. Yeah. Like Mr. Beast in that world. Hopefully he doesn't hate that if he sees this. Yeah.
- [29:00]
A
And. And so I'm, you know, I'm in there and I'm listening to them, and I'm hearing, dude, the entire behind the scenes of the Penny series that he did. And they're going through analytics. They're like, breaking down the next videos that they're filming, how it Needs to be edited. Dude. I shut down everything I was doing and I just started ripping notes, really? For everything. It was so interesting.
- [29:21]
B
That's crazy.
- [29:22]
A
To hear the behind the scenes of, you know, YouTube channel. I don't know how many millions of subscriber he has.
- [29:27]
B
I think it's like 10. It's like, a lot.
- [29:29]
A
It's huge. Yeah. To hear all of the back end data and, like, hear them just talking about. Okay, like, how we need to be doing this.
- [29:36]
B
20.
- [29:36]
A
Oh, okay.
- [29:38]
B
That's.
- [29:38]
A
I feel hype about getting a thousand subs.
- [29:40]
B
Yeah, yeah, 20 is. Dude, that's insane, man.
- [29:43]
A
Yeah, that's wild. Yeah. But, yeah, it was so cool. It was. It was super cool. Just hearing all of that. Like, it was. It was such an interesting moment, and then it all clicked. But, you know, he's actually really, really tight with him is Nick Ivey.
- [29:55]
B
Yeah, I know.
- [29:55]
A
Best friends.
- [29:56]
B
Yeah, he'd be a great. I mean, I would love to have him on the pod one day. Ryan. Yeah, that'd be sick. He's one of those guys. I think what's really underrated about these YouTubers that are so mainstream and, you know, I'm looking at his most recent viral video is. I tried every airbnb category. That's a huge addressable market. He creates content for the biggest possible set of people to be able to entertain by it. And I think what's crazy is people view that content. It's almost how people view copywriting. That's extremely simple and clear as not hard to reproduce. Y. I think these YouTubers are in the same way that a master copywriter. And this isn't groundbreaking stuff, but, like, this guy's just a genius at understanding packaging and content and how to get ideas out to people at scale. Be cool to talk to him about it.
- [30:44]
A
And I. I don't think people understand. Yeah, it sounds easy to be a YouTuber. I've talked to Nick about it, and he's like, yo, Ryan's traveling for, like, the next two weeks. He's going for a video like that. Or he had a video that's, like I say in these different Airbnbs. He, like, flew to the most deserted Airbnb possible, was there for 48 hours, then flew all the way across the world to here.
- [31:06]
B
Totally.
- [31:06]
A
Another Airbnb, then, like, finished in Austin at some other Airbnb. It's like, I know that sounds fun in theory.
- [31:13]
B
No.
- [31:14]
A
But going across the world twice in 72 hours, 96 hours, it's crazy. There's no way, like, that's not an easy thing. And then to have that video published in, say, three, four days after it's filmed is the other part of it. Like, you know, I. I just put out my first YouTube video, and I've had it sitting since November. You know what I mean?
- [31:36]
B
Like.
- [31:37]
A
Like, yeah, yeah. And it was just something right here.
- [31:40]
B
You're wearing three layers, and it's March in Austin. We knew that wasn't filmed yesterday.
- [31:43]
A
Exactly, bro. Like, I'm. I'm wearing like a. A thick minted New York jacket, a hoodie.
- [31:48]
B
Yeah, you got a beanie on.
- [31:50]
A
Yeah, bro. Like, that shit was filmed a long time ago.
- [31:53]
B
Yeah.
- [31:53]
A
So it's. It's not easy, but it was. I got a meeting in eight minutes, so.
- [31:59]
B
Yeah, I mean, that. That's the biggest thing that I just want to, you know, if you are a small brand looking to stand out, pick an enemy. You have to pick an enemy, whether that's a big industry, a big incumbent competitor, or a behavior. You know, I think some, like so many brands do a great job with the behavior side of things. The Matilda Yurf, the lady I talked about yesterday, she picked an enemy, which was fast fashion. So all of her pieces are timeless. Right? So that's how you kind of zig when everyone else is zagging. It's like, you don't necessarily have to say, I am better than Zara. Zara sucks. You can say brother, huh? I love Zara.
- [32:37]
A
It's my daughter's name for context.
- [32:39]
B
And your daughter is even better. But, like, you named her after the store. I know, I know. You named her after the Paris Zara you got in there. Got so many crazy fits.
- [32:48]
A
I forgot I told you to get hit. The Paris Zara. Paris Zara's od.
- [32:51]
B
It's od.
- [32:51]
A
It's o.
- [32:52]
B
It's od. It's different. But yeah, so pick an enemy, right? Like, that's how you're going to stand out. That's how you're going to actually. Because people need to understand what you do and why they should care, right? They. They predisposition is they don't care about you at all. So instead of actually just getting washed away with everyone else, try and stand out.
- [33:08]
A
Yeah.
- [33:10]
B
Cool.
- [33:10]
A
All right, guys, that's a wrap on the episode. Please, like, subscribe. I think we're going to take this to two episodes a week. We'll do that once we get to 10,000 subs. So if you want us, drop in more sauce, drop in more knowledge, and by the way, subscribe, please.
- [33:24]
B
We said comment for the resource last week, noticing a lot of y'all commenting are not subscribed. We get a little red dot next to your name. We see it. So if you're gonna leave a comment, you want us really notice it, you gotta be subscribed.
- [33:37]
A
Otherwise, text me about the swipe file. So I do need you to send it to me.
- [33:41]
B
Oh, it's Nibble branded. I don't even know sweat equity. No, I'm kidding. Yeah, I'll send it to you.
- [33:46]
A
I should brand. Should I brand it sweat equity?
- [33:49]
B
I don't care, dude.
- [33:50]
A
It's up to you. It's your swipe file.
- [33:52]
B
Yeah, it's for the community. All right, we'll catch you all next week.
- [33:56]
A
See you.