Podcast Summary: The Marketing Millennials - Episode 297

Title: The Step-by-Step YouTube Playbook with Ryan Hashemi, Chief Strategy Officer at Snowball
Host: Daniel Murray
Guest: Ryan Hashemi, Chief Strategy Officer at Snowball
Release Date: December 6, 2024

Introduction

In Episode 297 of The Marketing Millennials, host Daniel Murray engages in an insightful conversation with Ryan Hashemi, the Chief Strategy Officer at Snowball. Ryan delves deep into the intricacies of YouTube content strategy, sharing actionable insights and proven methodologies that have propelled brands like Jubilee, Shopify, and Infiniti to success on the platform. This episode is a goldmine for marketers aiming to refine their YouTube presence and maximize audience engagement.

Guest Background: Ryan Hashemi

Ryan Hashemi began his career in finance and investments, advising clients on long-term company prospects. His transition into the creative marketing space with Jubilee allowed him to merge his financial acumen with content marketing. After seven years focused on growing audience engagement, Ryan founded Snowball, a content strategy agency serving prominent brands. His expertise lies in organic content marketing, particularly leveraging YouTube's long-form content to build sustainable audience relationships.

The Importance of YouTube Long-Form Content

Ryan emphasizes the unparalleled power of YouTube's long-form content over short-form alternatives like TikTok or Instagram Reels. He asserts, "YouTube long form just is far more powerful than short form" (04:41) because it offers depth, stickiness, and durability that short-form content struggles to achieve. According to Ryan, YouTube's consistent growth and algorithm stability make it a reliable platform for long-term marketing strategies, ensuring content remains relevant and discoverable over time.

Developing a YouTube Content Strategy

a. Defining Objectives

Ryan advises starting with clear business objectives. Understanding what you aim to achieve with your content—be it brand awareness, lead generation, or community building—is crucial. This foundational step ensures that every piece of content aligns with overarching business goals.

b. Understanding the 'Starving Crowd'

Drawing inspiration from Gary Halpert's concept of a "starving crowd," Ryan underscores the importance of identifying and addressing the emotional needs of your target audience. He states, "What are they starving for? What is it that is incredibly emotional?" (06:13). By tapping into these deep-seated desires and pain points, content becomes more resonant and engaging.

c. Ideation and Content Formats

Ryan outlines two primary approaches to content ideation:

1. Bottom-Up Approach: This involves emotion mapping, where themes are connected to fundamental human emotions. For example, Ryan discusses how Jubilee's video comparing "$11 vs. $11,000 made in a day" resonated deeply by highlighting economic disparities and emotional well-being (10:22).

2. Top-Down Approach: This leverages existing successful content formats from various platforms, including YouTube and TV shows. Ryan emphasizes the value of borrowing and innovating on proven formats, such as game shows or transformation challenges, to create engaging content tailored to your brand's narrative (10:22).

Content Production Models

a. DIY Approach

For those with limited budgets, Ryan acknowledges the do-it-yourself (DIY) method as the most cost-effective but time-consuming. This model involves handling all aspects of content creation internally, which can lead to higher failure rates due to resource constraints.

b. Predator Model

Ryan introduces the Predator Model, where a single individual (producer, director, and editor) manages all facets of content creation. This approach is ideal for small businesses with some budget flexibility. He cites Starter Story as an example, where a dedicated creative leads content production while the business owner focuses on other aspects (18:31).

c. Scaling Production

As a channel grows, Ryan recommends scaling production by specializing roles—hiring dedicated editors and thumbnail designers to enhance content quality. This progression allows for more sophisticated content strategies and optimizes the creative process, leading to higher engagement and success rates (18:31).

Content Distribution: Beyond YouTube

a. Leveraging Short-Form Platforms

Ryan highlights the importance of repurposing long-form YouTube content for platforms like TikTok and Instagram Reels. By extracting viral moments from longer videos, brands can reach wider audiences without the need for creating entirely new content. He shares that clipping key moments from YouTube videos has resulted in hundreds of millions of views on TikTok (18:31).

b. Extracting Viral Clips

To maximize content lifespan, Ryan advises identifying engaging snippets within YouTube videos that stand out on their own. These clips should be purposefully crafted to capture attention within the first few seconds to ensure shareability and virality on short-form platforms (19:33).

Anatomy of a YouTube Video

a. Thumbnail and Title

Ryan stresses the critical role of thumbnail and title in attracting clicks. He compares them to headlines in traditional media, stating, "If you could just 10x your focus and energy on two spots, it would be the thumbnail and title" (21:41). Effective thumbnails and titles significantly influence Click-Through Rates (CTR) and overall video discoverability.

b. The First 30 Seconds

The hook within the first 30 seconds is paramount for retaining viewers. Ryan explains that this period determines whether viewers continue watching, as they are constantly evaluating reasons to stay or leave the video (21:41). A compelling start can drastically improve watch time and engagement metrics.

c. Storytelling and Engagement

Beyond the initial hook, Ryan advocates for strong storytelling that keeps viewers engaged. He introduces the concept of "curiosity loops", where content continuously presents questions or scenarios that compel viewers to stay until the video resolves them. Examples include game show formats like "Hot Ones" or Jubilee's "Odd One Out" (21:41).

Conversion Strategies

Ryan differentiates between the immediate impact of advertisements and the subtle effectiveness of product placement within content. He illustrates this with Ahrefs' video titled "The Google Update that Crushed His Business Overnight," where the product is seamlessly integrated into the storytelling, resulting in higher conversion rates without overt selling (39:21).

Marketing Principles

a. The Power of Organic Content Marketing

Ryan passionately advocates for organic content marketing as a long-term strategy. He believes that brands positioning themselves as media companies with a focus on content will build a formidable moat through audience loyalty and engagement. Ryan asserts, "Great products don't matter... you have to create an audience that cares about it" (41:30).

b. Treating Content as a Product

Aligning with his philosophy, Ryan recommends treating content as a product, investing in its quality and relevance. This mindset shift ensures that content creation is driven by audience value rather than mere business objectives, fostering trust and long-term relationships (43:20).

Conclusion and Key Takeaways

Ryan Hashemi's insights provide a comprehensive roadmap for leveraging YouTube as a powerful marketing tool. Key takeaways include:

• Prioritize Long-Form Content: Invest in YouTube's long-form videos to build depth and audience loyalty.
• Focus on Thumbnail and Title: Dedicate significant effort to crafting compelling thumbnails and titles to maximize CTR.
• Understand Your Audience's Needs: Identify and address the emotional needs of your "starving crowd" to create resonant content.
• Repurpose Content Strategically: Extend content reach by adapting long-form videos for short-form platforms.
• Integrate Products Seamlessly: Enhance conversions by embedding products and services naturally within content narratives.
• Emphasize Organic Growth: Build a sustainable audience through consistent, high-quality organic content marketing.

Ryan concludes by reinforcing the importance of building trust through content and viewing content creation as an investment in audience relationships, ultimately driving business growth and brand loyalty.

Notable Quotes:

• "YouTube long form just is far more powerful than short form." — Ryan Hashemi (04:41)
• "If you could just 10x your focus and energy on two spots, it would be the thumbnail and title." — Ryan Hashemi (21:41)
• "Great products don't matter... you have to create an audience that cares about it." — Ryan Hashemi (41:30)

Connect with Ryan Hashemi:

• LinkedIn: Ryan Hashemi
• Twitter: @RyanHashimi
• Website: ryanhashimi.com
• Snowball Agency: Snowball Agency

This episode serves as a pivotal guide for marketers seeking to harness the full potential of YouTube, offering strategic frameworks and practical advice to elevate their content marketing efforts.