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Hey, before we jump into today's episode, I've got a question for you. Is your YouTube channel failing to bring in consistent leads and sales? If you'd say yes, then we are hosting an event that's probably perfect for you. I want to personally invite you to join me and the Think Media team this February in Las Vegas for an exclusive in person YouTube growth mastermind. Seats are limited, so make sure to secure your ticket today@thinkmedia media mastermind.com and over an intensive day and a half, I'll show you my proven strategies for creating videos that attract the right audience, generate real revenue and drive more sales. You'll craft your next winning video, learn the latest strategies for leveraging AI and attracting high quality leads, all without the complex funnels or expensive ads that can be so frustrating. Since we keep this Mastermind small and intimate spots are extremely limited and and filling up fast. So secure your spot for February 21st through the 22nd, 2025 and you can apply for this event at thinkmediamastermind.com before the seats are gone. Now, as of recording this, we're looking for about 10 more people, so grab your seat now. All right, let's jump into the podcast.

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If you haven't heard, there's a new report From Google and YouTube that reveals why some YouTube channels grow while others do not. The truth is the YouTube growth landscape has been massively changing in 2025 and really over the last year. And if you think that success on YouTube is about perfect lighting, perfect presentation or having fancy equipment, think again. This report reveals some pretty surprising insights about what really matters after surveying thousands of consumers of content. And you and I can benefit from that information for our own channels. Whether you're just starting, whether you want to grow faster, or maybe you hit a plate. In this video, we're going to be covering six insights from this report that you can immediately apply to get better results on your next video. Welcome to the Think Media Podcast. My name is Sean Cannell, your guide to building a profitable YouTube channel. And today we are talking about this study called why we beyond the Frame How Viewers Perceive Content Quality. So Google did a study of thousands of consumers and they figured out what do people really want to see in videos. Now in today's episode we're covering six of the insights and this is actually going to be a three part series because there's so much in this report which I'll link up in the show notes. But the cool thing is this isn't theory, this isn't outdated advice and this Isn't just somebody's opinion. I have grown multiple channels personally got like three silver play buttons and a gold play button. But things also change over the years. So hopefully you're listening to advice on YouTube from a place of authority. But there's also something about having like real data and not just people putting stuff out there for clickbait and stuff like that. So let's get into number one. And here's the takeaway. Share personal stories behind your teaching points. The stat Brain scans show 73% higher engagement during personal storytelling moments. So they hook some people up to some machines with wires into their brains. And when watching a video, there's something about the information, the facts, the details. But when we click into story mode, 73% higher engagement if you weave in a story. Now, telling storytelling itself is an art form. You know, you don't want to take two hours to tell a life story to illustrate one point, right? So kind of figuring out how to tie it in. But this reminds me of a famous quote that says facts tell, but stories tell, sell. And in business I think that's important to know. The stories are the. They illustrate things, right? They bring life to it. And our brains are wired for stories. So sometimes, if it's too monotonous, if it's too monotonous, how many different ways can you say that word? If it's too droning on, it's just all information. You gotta, you gotta liven it up with some personal stories. And the insight is that viewers connect more deeply with content that includes real experiences rather than just information. And an application could be to start your next video or tie into your next video something that shares a story that illustrates the points you're making. Or maybe this phrase, you know, I used to struggle with this too, and based on my experience. Now let's take this deeper because there is a guideline from Google that helps influence the ranking of websites. And I am certain this thinking from Google, since Google owns YouTube, applies to video content as well. In 2025, one of the biggest threats, if you will, is AI content that more than ever before, information based videos and information only based videos are easier and easier and easier to make. And people can also just regurgitate information because they go to ChatGPT and just get a checklist of things to say in a video. Well, this Google guidelines called E E A T really reinforces this first point. And really serious content creators and entrepreneurs doing video need to know this. Here's what it stands for. Google's E E A T Guidelines stand for experience, expertise, authoritativeness and trustworthiness. Basically Google is ranking websites that based off of first hand experience. And I think this is interesting because AI can't have experience, right? Or somebody that just gets a script from AI can't really connect. I mean they can try if they're a good actor. But like it's your stories, it's your trauma, it's the stuff you've been through that connects. So the insight is real stories and personal experience help your content stand out from just AI generated or surface level content. Really. I think in 2025 we're going to see a couple trends. One, content is becoming more shallow and more surface level. But two, those who go deep are going to win. And so how can you include in your next video these four elements? Experience. When did you live that point? Have you made mistakes in that area? How did you learn that? Like when people. This is what people want to see. Anybody can pump out like a product review, but not anybody can pump out. I actually tried the product and I did experiments with it for two weeks and then I made some mistakes for the third week and then I tested it and it broke on the fourth week. Anybody can just regurgitate the bullet points on an Amazon listing page. Experience. Like you've actually had the experience with it. Second, expertise. This speaks to having some real depth doing something for a while, not just starting a you, I mean you can start a YouTube channel I think if you're one or two steps ahead of other people. But there's something about having expertise and compounding your expertise and actually getting good and actually getting some months under your belt and then some years under your belt. Authoritativeness. How can you include authoritativeness in your video? And this might be just letting people know. Yeah, you know, I'm, you know, earlier on I said I've got a couple silver play buttons and a gold play button. So you just might say, okay. Out of all the people I could follow and listen to, if Sean has some experience, been doing video, I think for 22 years now, I started video for my church in 2003. So 22 years ago, has a little bit of experience, some expertise in that, some authority, because I've got some results on some silver play buttons or whatever and then trustworthiness. And this is going to speak to of course, the quality of the information you present. If it gets results for people or not, or if it works, if it's funny or if it's educational and they apply it and it generates results for people. But then trustworthiness over time as well. So I think this number one point is not just backed up by the study, but we're seeing Google, wait, this point that kind of ties into share personal stories behind your teaching points. Because real experience and lived experience woven into your videos is is going to be one of the fundamental keys to success on YouTube going forward. As the landscape continues to change. Every day you want to start your YouTube channel is another day of missed opportunities and untapped potential. Here's the truth. YouTube reaches more 18 to 49 year olds than all the cable networks combined. The opportunity is massive and the Think Media team and I want to help you seize it. I'm excited to announce our YouTube 1K Challenge, a free five day event that will give you the exact blueprint to start and grow your YouTube channel in 2025. Whether you're an entrepreneur, business owner, or somebody ready to grow their personal brand, this challenge is your roadmap to success. To register, just go to tube1kchallenge.com we're going to be doing one training session a day for five days and you're going to learn how to get your first 1,000 subscribers and start earning real income. Insider strategies that make viewers want to click on your videos and keep watching multiple different ways to earn money from your YouTube channel, even if you have a small audience. And how to build an authentic personal brand that truly connects with people. But it gets even better. We are giving away prizes every single day of the challenge. You could win professional microphones, lighting kits and premium content creation software. And during this challenge, you're getting access to the exact training that we offer in our $4,000 coaching program. But you're getting it completely for free and you can start with just your smartphone. So if you're Ready to turn 2025 into your YouTube breakthrough year, go to tube1kchallenge.com to register. That's tube1kchallenge.com or click the link in the show notes or YouTube description to register for our upcoming challenge number two. Show your learning process instead of just the results. So here's the stat. 74% of viewers trust creators who demonstrate how they gained their knowledge. The insight is showing how you learn something builds more credibility than simply stating the facts. It also just generally makes things more interesting because we want to see the process and the journey and the study backs this up. And you know, I think a great example of this at a higher level is Mark Rober, who's got a super cool YouTube channel. He's done a lot of things where like he sort of surprises and scams the scammers. And he's done some videos where he had these squirrel obstacle courses. Those are my favorite ones. And oftentimes he shows the prototypes, he shows the failed attempts, and he shows the process. It'd be one thing to just show the final squirrel obstacle course and the squirrels going through it, but he really brings you in along the journey. And so here's some thoughts on how you could apply this one. You could include segments showing your research process, showing your notes, showing how you figured something out. Again, if maybe you had a fitness channel, it's kind of a good example. There's something about seeing the journey and the transformation and the process and the failure along the way as you document the journey and show the ups and downs as opposed to just, yeah, I did the workouts and here's the final result. People like, okay, cool. But like, show me the ups and downs, the pain, the good and the bad. Show me the failed attempts and the prototypes and the things that you learned. Bottom line is that viewers trust creators who demonstrate how they gain their knowledge, not just showing off the knowledge that they gained. All right, next. Insight create multi part content that rewards regular viewers. Here's the stat. Series viewers show 14% higher engagement than random video watchers. The insight is connected content build stronger viewer loyalty than standalone videos. So ask yourself this question, not just what video should I make next? But what series should I make next? There are a lot of creators out there that understand the power of not just creating standalone videos, but creating series. I think of Matt D'Avella. He usually will, you know, take a topic and go pretty deep in it sometimes. Not just doing kind of a mini documentary, but extending it over a multi part series which leaves you hanging and wanting more. You know, my attempt to apply this point was realizing how many insights are in this report that are directly applicable to your next video. So I thought rather than share all 15 in one episode, how about I do about five per episode? And that's what we're doing here. So subscribe for the rest of the episodes in this very series. You know, trying to practice what I'm learning from the report next. Be real about your mistakes and your learning moments. Here's the stat. Brain scans show 63% stronger viewer connection during moments of vulnerability. Here's the insight. Sharing struggles builds more trust than only showing successes. And so you can see that some of these are stacking, but I think there's some nuance to this. The key word here being vulnerability. I heard it said once that people need to hear about your struggle before they connect with your success. And in a lot of the entrepreneurs that I've coached, I found that they struggle with this one. I think the myth is, oh, people want to know that I overcame the problem. They want to know that I'm, you know, I solved it. Look at me now. I'm successful now, and I'm. And I'm kind of. It's not like they're doing it from a prideful or arrogant place, but they are kind of doing it from a powerful place, thinking, like, that's what's going to connect with people. And the truth is, it actually, if you miss this piece, it can actually be a block to connection with people. And it's not that you don't want to share your successes, because especially if you're teaching something, most people want to learn from somebody who's achieved the result. It's just the fact that people connect with your struggle before they connect with your success. So this ties into the storytelling, but it takes it deeper to say it's not just in telling stories, but specifically tell stories about genuine challenges. Where have you failed? Where have you stumbled along the way? Sometimes what can happen, too, is we just forget where we came from. And it's maybe been so long. Like, I have to always remind myself, especially now that I built multiple different YouTube channels, I gotta go all the way back to the fear of getting on camera, and what are people gonna think? Go back to the frustration of working so hard on videos and those views being incredibly low. And it's like, I've edited a video for seven hours and it only got seven views. And that makes you want to give up and be intentional about remembering about the path. I have personally walked, a path full of failure and mistakes and scrapes and scars. I think that I hold the record for making the most mistakes out of any YouTube creator. I've posted enough videos and made enough bad videos that I eventually got to some good ones. And so an application for this is considering your next video, not just sharing stories to illustrate your points and not just sharing successes, but also sharing your struggles. And I did receive one final piece of advice on this that I think is invaluable. And it was this. Share your scars. Don't share your open wounds. Because when we think about vulnerability, I think that it can at times be a mistake to be vulnerable about something that is not healed yet, or at least somewhat in scar form. But it's literally a gushing wound. It's super sensitive. We haven't fully processed it, and it just might not be the right time to vomit that into a YouTube video or all over social media. Just something to consider, that there's maybe certain stories that are appropriate for vulnerability and gonna be helpful to others, and maybe others where if you just bleed on people and it's maybe a little bit toxic. Hey, it's your channel, it's your content. But that advice has served me well. I think that all stories maybe can eventually be shared, but some maybe should be kept a little bit private until they've healed up a little bit more. Next, insight. Emotional connection beats video quality. Here's the stat. 97%, it's a wild number. Basically everybody, 97% of viewers prioritize emotional connection, while less than 1% care only about technical quality. Now, you might be new here, but if you've known me for a while, you know, I started the Think Media channel, right? So I love cameras, I love lenses, I love gear. I got all this gear behind me. Listen, I'm all about that camera quality, that technical quality. I'm here for it. But here's what the Data says. Only 1% of viewers, like, that's what matters to them. Only 1% care about the technical aspects of a video, but 97% care about the emotional aspects. That's interesting because it makes me wonder. It's like, how much money have you invested in cameras or tech or lighting or plan to invest? And how much money have you invested in therapy and books and storytelling that would. Is it balanced? You know, I don't know. Like, how. How tapped in are you to not just your emotions, but sharing emotions? And it's not like you have to, you know, you gotta just be yourself. But it's emotional connection, right? It's the emotional connection that really matters. The insight is viewers stay for authentic connection, not for production value. And I actually have a bunch of questions you can ask before hitting record to get into the right mindset and to get into the right, if you will, vibe for filming based on this point. Because developing your message more, developing your content more, and even emotional hooks is going to be better than tweaking the technical details. So here's like five questions to ask before you hit record. Number one, what's the core emotion I want viewers to feel when watching this video? Is it inspiration? Laughter, curiosity, Comfort? A sense of community? Number two, how does my experience connect to the viewers? Even if your topic is technical, find the human element. And that is that phrase we talked about. Like, I used to struggle with this Two is a powerful starting point. You know, I think back, I remember when I was starting in some of the emotions I felt and some of the overwhelm I felt. You also can share your why. Why does this matter to you? Not just what are the facts and the details, but the why behind it. Why are you passionate about this? Why do you care? Number three, where can I inject vulnerability? This doesn't mean oversharing, but being genuine about your challenges. Did you make mistakes learning this? Did you have doubts? This builds trust and shows you're not the perfect expert. Number four, how can I make this feel more like a conversation? So even though YouTube videos are solo, there's things you could do that better pull viewers in that can lead to that vulnerability and connection. You can use language like we, you can ask questions and obviously that person's not there to respond. Except maybe you're watching the YouTube version and they can reply in the comments. Which is really cool about the fact that YouTube is a two way conversation. But you might anticipate thoughts and you know what you might be thinking next and you're like, that is what I'm thinking. And so it's kind of an art form and a skill to develop. But imagine you're explaining it to a friend and I think it's just something to practice. But I do know that some creators have kind of a preachy tone to it or it doesn't feel like I'm being included in the conversation versus others. Kind of have this two way conversation going. And so something to consider. Number five, what's the takeaway beyond the information? So when you're planning your video, ask this question. How will this video leave the viewer feeling empowered? Is it a new skill? Is it a shift in mindset? Is it a sense of belonging? What do you want the viewer to feel, especially once the video completes? This is the so what that makes them care. Being thoughtful, that like this is leading to something, that there is a aha moment, there's a so what to this. And there's an interesting concept called the epiphany bridge. And it's actually thinking about when crafting content that there's like a problem or an obstacle and then there is a story. And the point of the story is to have a moral of the story that leads to epiphany. An epiphany. And then as a result, the story helps someone overcome a limiting belief, overcome that obstacle and arrive at a new destination. I hope that you experienced that multiple times on this podcast and it's like maybe I thought it was too late to start YouTube. And then I'll share with you a story about creators that are starting in the last six months and they are starting new channels and having success. And that might be an epiphany that, like, it's not too late to start YouTube. And so there's an aha moment, there's a takeaway or the new stats that are happening. So you're just structuring your video. Number five, what's the takeaway behind this information and how am I going to get people there With a lot of the tools we've been learning this entire video? Storytelling vulnerability. What epiphanies could I create on the journey along the way? Now, I've got one more insight to share with you, but I did want to give you a heads up that if you have not heard, Our next free 5 day YouTube challenge is coming up soon. Or it might already be happening right now. And you can check it out at tube1k challenge. Com. Whether you jump in partway through or whether you just register for the waiting list for the next one. Our free YouTube challenges are incredible. People love them. It's all about how to get your first or next 1000 subscribers. It's about the new ways and the fundamentals of how to build a side income and go full time on YouTube. And we do a lot of giveaways of software, gear, tech tools that will help you create content. And every single day we learn something and every single day we have application, we are challenged to do something. The reason it's called a five day challenge is because it's going to be challenging. Challenging you to define your niche and your topic better, or for the first time, challenging you to come up with better video ideas, structure and outline those videos and even film a video. So whether you're already started on YouTube and maybe you're feeling stuck, or whether you've been on the fence and you're like, now's my time, 20, 25 is my year. Go to tube1kchallenge.com to register for free or check out the link in the show notes and you can be a part of our next challenge. Okay, here's our bonus point. You do not need the perfect set. Here's the stat. Research shows viewers trust content more when they can see it comes from a genuine place. And I know a lot of people sometimes feel like, man, I got nowhere to film in my house, I have nowhere to film in my apartment. And it's always like making excuses. Like one day when I'm able to clean up that YouTube background or buy that stuff on Amazon or one day when I get that garage studio built that I want or one day when my kitchen or my bedrooms cleaner Listen, press record now. Research shows people just want to see the genuine it's okay to film if your house is messy. If you're a parent like me, I got a two year old and a four year old. It is perpetual chaos in my house. And so the application is film in your actual environment instead of creating the perfect backdrop. Let viewers see where you really work and create. Which I think ties into the theme of this first part of the three part series we are doing on the what we watch 2.0 report. Which by the way, if you want to check this out, it's totally free. I'll link to Google aka YouTube's report so you can read it for yourself and that'll be in the show notes. I'll also link to the 1k challenge if you want to register and that'll be in the show notes as well. And hit subscribe because I'll be coming at you with more insights that you can apply to your next video in Part two on the Think Media podcast coming up soon.