← The Think Media Podcast
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A
Hey, before we jump into the show, I wanted to give you a heads up that my free YouTube strategy class is available right now on demand@thinkmasterclass.com on the class, I reveal the one YouTube strategy we use at Think Media to generate over 330,000 views every single day. So if you're new to YouTube, this will help you start right and avoid mistakes. And if you're a YouTube pro, this training will help you multiply your your growth. This class is 100% free, and you can watch it now on demand@thinkmasterclass.com now let's jump into today's show.
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Subscribers don't matter that much on YouTube anymore. I mean, just check your own analytics. You're going to see that most people viewing your content are not even subscribed.
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This is actually a pretty cool thing
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on one hand because it just means
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that your follower count is no longer
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the reason your content's going to do well or continue to get distributed. It's. It's actually flipped. Good content is now the thing that's gonna build your following. So this means awareness is now won not at the account by account level, but at the content by content level and the platform of YouTube, specifically the video by video level. No one explains this better than Gary Vee, serial entrepreneur. Take a listen.
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And attention has moved. We now live in a world that is incredibly fragmented. And I think we all know that. In fact, we don't even live in social media anymore. We now live in interest media. As many of you know that are on TikTok or Instagram or. Five years ago, you got content from the people you followed, even if you didn't give a what your cousin was doing Today. Today, when you opened up your TikTok or Instagram or Facebook, you're getting content of things you're currently interested in.
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So we're actually seeing so many of our students experience the benefits of the interest media era, where effectively every video is a blank slate. You're actually one video away is how we'd phrase it. But from changing your life, which might sound like, wow, okay, that's a pretty
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big take, man, but it's really true.
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Like, we're actually seeing, like, one video. One video can be the very thing that changes anything. The views that you're after, the subscribers that you think you might want to get, the impact you're trying to create, the awareness of you and of your products and of your services. Shoot. I mean, you can be one video away from more leads and more sales. And it makes me think Of Sherry, actually one of our newer students who at 77 years old, she had zero following. She posted her very first video, 37,000 views, over 500 comments. And this video single handedly monetized her channel. And she did this with no equipment. She had no social media, no experience. And this is the whole point. She is a great example of the new era that we're in. And to be honest, I don't think she anticipated her first video doing something like this.
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But it's proof that it worked. Because she didn't need a following.
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She didn't even have subscribers.
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Nobody even knew who she was online. But she dropped a video, a video
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that clearly stirred up a lot of interest. She made content that connected she effectively. What did she do? She made a video and the platform helped find the right people for it.
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So how does this affect you?
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Like, how do you navigate this new era? Here's a couple things. There's two things that I wanna share with you that you can start equipping your content with. And the first one is gonna be the 5050 rule of YouTube. Long form content. This is mission critical to understand 50 50. I mean, packaging for your video is 50%. And then the content of your video is 50%. You have to get people to click, which is what your title and your thumbnail are doing. And then you gotta get people to stay, which is what your content is doing from the second someone clicks in. Here's what's interesting about this. I'm calling it 50 50, which could sound surprising to you if you've been around for a second and you've probably heard, well, packaging is almost more important. Your title, your thumbnail, it's like everything. And that's the first battle actually you have to win. So you could argue it's more important because without the click, who watches? Right? No one just jumps in halfway through your video. You have to be chosen for someone to get into your content. But in the interest media era, it's the content that gets people to stay. And this is where you rack up minutes. This is where you get time on platform, which of course YouTube loves. It's like if someone clicks in but then leaves, did it really move the needle?
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Did it really matter that much?
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And so it's 50 50. Like the content has to stand out when it comes to packaging. Here's a couple of things to think through. And I wanted to share a case study really quick of someone named Kat and Cho, this kettlebell couple. That's kind of a fun sentence to say. Kettlebell couple, they have a fitness channel. And you know, if you're watching on the screen right here, you can see I've got a video, two videos up here. One of them is at 629 views and the other video is at. These were posted back to back. Here's at least what we did for this video. The first thing is gonna be adjusting how you're researching when it comes to packaging and you're thinking about what you're actually putting on your title and putting on your thumbnail. It's time to stop living in your head. It's time to start actually looking at what the market says works, which is what is actually working on YouTube. And that means, okay, I'm gonna start researching a little bit differently. I'm gonna research strategically. I'm gonna just look at over performers. I'm gonna look at actually what resonates. So we do outlier video research. This is something that you can start doing if you install a tool like Vidiq. And if you're interested, actually you can spend $1 and get an entire month of Vidiq access to all the tools, all the research tools. You can do that@vidiq.com think if you're interested. But if you have a tool like that, you're going to have this outlier feature. And there's two places you can use this. One of them is actually inside the app itself where you can actually search for outlier videos. But my favorite version is the plugin that goes on your Internet browser. So let's say you're using like Google Chrome or something. If you have the Vidiq plugin installed when you're navigating through YouTube, it's so helpful. You get these little outlier scores if you've ever. If you have this plugin and you're like wondering like what are all these colored bubbles that pop up when I'm looking around YouTube.
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That's what this is.
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They're outlier scores.
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That just means.
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And this, you have to understand this, by the way, in the current era, you have to understand what an outlier is because it's actually relevant to your own content. Outlier simply means it's an over performer. So as you're searching for outliers in your niche, and this is exactly what I did with Cat and with Cho, we got into the Vidiq tool and we adjusted our parameters so that we're looking at stuff we could actually go beat. This is the whole point. This is actually why researching is turning more into like the Hunt. It's the hunt. What can I go do?
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I Should I say it? What can I go kill? That's not the idea. But you're like, what. What's okay for this topic, for this video ide that I have what has worked before and what has worked before that, like, is just a little bit beyond what I'm capable of or have been capable of or that I think I could go do. By the way, in your outlier research tool, you can actually filter by channels that are as small as, like, a couple thousand subscribers. What are they doing within the last six months of the last year? My goodness. This is actually encouraging because now you're
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looking at over performance. You could just be one video away from.
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Right?
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It's hard to believe that something's possible when it's, like, so much further than where we are. This is what we do. The cat and show. So we started with outlier video research, but we also paired it with keyword research. I actually think in this new era, keyword research could be more important than ever. Not because it's the thing that makes or breaks your video. Getting searched, Suggested, recommended by YouTube because of the algorithm, blah, blah, blah. They're not as big a deal anymore. YouTube's made this clear for years now. But they are a big deal for you as a creator because to the degree that you can understand the way your people phrase things will make you a better content creator. It's going to help you make better titles and thumbnails. When you become aware of anchor language. Anchor language, you can only get that through keyword research. And the reason why it's anchor language is because when you use a tool again, like Vidiq shout out is because it's great. All this is under one house. So, like, why go getting. Why go get a whole bunch of different tools? You can just flip over to the keyword inspector and you can start searching the phrases related to the video that you're trying to do. So this video that we worked on with Kat and Cho is gonna be a fitness video, and it's actually addressing, like, hey, what does fitness over 40 look like? Like, how do you train? How do you get in shape after 40? Because things are a little bit different. You're not like 20 years old anymore, right? So what did we do? We did keyword research around the ideal viewer, which would be someone over 40, right? So we're already. We're narrowing it down and we're looking at things. And we looked at things like, okay, there's literal search volume for fitness, over 40 things like home workouts for beginners. So you think about the kinds of
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things that that person would be searching
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for so that we know how to best equip our video and position it to show up. Lose weight, fitness motivation, how to lose fat, Beginner workouts, you just start to get familiar with, okay, they're looking for this kind of thing, they're looking for that kind of a thing. And sure, there can be nuances in how people phrase things, but the fact of the matter is, if you use a keyword research tool to help you do get better packaging, you're gonna have better language.
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That, yes, I still think, you know,
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gives the algorithm a little bit of a reason to know what to do with your video. If there's an anchor phrase that, like, thousands of people are searching for every single month, if the volume is high, you just know this is how most people are phrasing things. So it'd be strategic to position yourself that way. But this is why you do both. You do outlier video research to see
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mostly what titles, thumbnails, topics are working. And then you also can study those videos.
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You can actually click on those videos inside of a tool like Vidiq, and you can actually have the AI coach there, kind of help you understand, hey, why did this video do well? And that's a super powerful thing to do because that's more of like, the content creation standpoint. Hmm. This video did well because of the way that clearly because of the combination of the title, the thumbnail, the hook. Oh, my goodness. You should pay attention to when you're doing outlier research and then the overall pacing of the video. Like, what did they cover? How did they cover it? How long are all of these videos? I mean, I'm kind of just like, brain dumping a lot here. But what I'm trying to say is this is more important than ever. It is half of the equation. And it is the first part of the equation. You have to get people to click before they watch. Outlier video research, keyword research, are some underutilized tools right now and things that are going to help you as you create videos in this era. So the second thing that we can use to navigate this era, this era is defined the views we're actually trying to get. And there's this new phrase that I'm kind of using lately, and I really like it. It's helping me, and maybe it'll help you. I want you to think about satisfied views. Satisfied views. What's a satisfied view? Okay. A satisfied View is going to be a view that came from the right person, first and foremost, who came for exactly what you promised in your video. The title, the thumbnail, and left satisfied. Like, they actually watched most, if not
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all of your video, potentially even watched
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more of your content. And this is ultimately what YouTube cares about. It cares about viewer satisfaction. I don't know if you've seen a couple of these surveys that have been going out, you know, with different emojis, happy face, sad face, you know, neutral face, asking you what you thought about a video. There's surveys that go around saying, what do you think about this video? Is this video a good suggestion for you? There's ratings you can give videos. It wants you to be on the platform, but it wants you to be on the platform satisfied. That's its whole entire decision when it comes to satisfied views. And I think about, like, wow, it's really cool. It's a different way to play YouTube because you're like, okay, I don't need a whole bunch of views. I just need the right views. So even if I have niche content, I'm just looking for, like, 1, 2, 3, 5, 10 people from the video to take me up on my free thing or my products or services. And I think about, like, real estate agents. One of our students, Kelly, you know, within her first three videos, she's got people calling her because of YouTube. I think about, like, a coaching and consulting sort of business, Stacey Tuchel, and I remember her sharing, like, she got a $30,000 sale, like, a private client from a live stream that she did. And the live stream had less than 1,000 views, by the way, at that time. I mean, I could just keep going. I think about, like, education niches.
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Okay?
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I think about someone like Jake Berman, who's got a golfing channel, and he's helping senior golfers move. Better play, better gain distance, all the good things. And I remember one video of his, which was actually a one video away for him. One video got him over 1000 leads in 10 days from just the one video. And so, okay, cool. You're like, yep, Nathan, I'm all in.
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How do I get those? How do I get satisfied views? Okay, you actually have to make. You have to make videos that people
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are actually interested in. And there's a couple ways you can measure this, which I'll share in a second.
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But the big idea is, how do you get satisfied views? It actually doesn't start with the algorithm.
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I'll give you those measurements.
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But it actually starts with your audience.
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This is the missed opportunity. Some of us are spending a lot more time trying to hack the algorithm than we are hacking our audience, which is like, again, sorry for like the violent language today. I don't know what's going on. I was a little passionate about this stuff because I think there's such an opportunity.
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But like, hack your audience, start with them. Like, how deeply and well do you really know the person that you're trying to go after? So much so that you can make a video that would be curated just for that person.
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Because the algorithms, whatever you think of
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it, is more sophisticated and dialed in than ever.
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Especially on the YouTube platform. There's not just one algorithm, there's like thousands. There's like 80 billion pieces of information that YouTube says they are like scrubbing and collecting and monitoring that are called viewer signals. And so the more clear you get
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on your audience, the easier you make
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it for the algorithm to know who to serve it to. Now I can just say that right here on a podcast episode and I understand it's a lot harder to live out. And you might think, well, Nathan, I am doing. But this is why, okay, we go back to the 50, 50 rule, because you can understand your audience. And then there's the do you understand your audience from a content creation perspective of knowing what to title and thumbnail for them, how to open your content? What's the hook that's gonna work for them?
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It's almost like, forget about the algorithm again.
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Okay, that got first 30 seconds and I got blah, blah, blah. Yeah, all that's there and it's true.
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But pursue your audience and the algorithm will follow.
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That's part of the benefit of this new era is interest media. Who are your people? And then honestly, who are you?
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How well do you know yourself so
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that you can lean into your polarizing points of view, so that you stick out, so that you do actually repel the wrong people and you attract the right people. When it comes to the platform side though, algorithm, okay, what are some measurements that I can use? How do I know that I'm getting satisfied views? There's a couple, couple ones. You've probably heard it before. So it's like, okay, yeah, let's look at click through rates. Let's look at average view duration. Especially average view duration, I feel like, is a really good satisfaction metric or average percentage viewed. There's like, oh yeah, like on average, how long do people hang with me via minutes or via percentages. And then I think it's also that, you know, you can look at likes you can look at how people engage in the platform. But lately I'm convinced the one of the best places to look is where you can actually read what your audience says. And I'm thinking the comments section and even the posts section tab. Shout out to the posts tab.
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Do you have a post tab strategy?
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Used to be called the community tab, man.
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It's a cool place.
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You can ask your audience directly, you can do polls, you can have them drop comments anywhere.
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Where you can get your.
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Your viewers actual language and response to something means everything right now in an interest media age. And so when I go back to Sherry who had that, posted that first video and it kind of just went crazy at 77 years old when you look at her comment section under that video and it's actually ridiculous in the best way. Like there's people that are rallying around what resonated. It's just the comment section to me proves that that 50% of the video, the content portion of the video did its job. And its job is to connect.
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Its job is to inform.
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Its job is to educate. Its job is to entertain. Whatever your niche is, the comment section is proof of that. Like what you're doing and what you're creating is actually striking a chord. The topic of the video is about actually losing her dog at her age, which is such an emotional story to share. I mean she was just totally being herself. But it doesn't take long into that video and Sherry's actually starting to share really meaningful, deep stuff about where she actually is in her thought process. She's like, man, I'm not done yet. I still have more to contribute. There's still more left for me to do. And I'm finding a new purpose.
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And for a moment I wondered if I just lost my last great chapter. But I was wrong about that because what I discovered changed the way I see aging purpose and what we're still capable of at our age.
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And people were rallying around that in the comments. People saying, I'm not done yet. I'm 75 and I'm widowed. My dog and cat have passed away. I'm reading a couple of these right now and I'm going to foster. I need help to find a lonely dog or cat, which will in turn Help me. 194 thumbs up on that comment. Another one, very inspiring video. And I'm 57. As long as we have a pulse, God has a plan. Very authentic. That comment has 99 thumbs up. The comment section can be proof of satisfied viewership. Okay, so we're tracking new era. It's about interest media. How do we navigate that 5050 rule for our content? Optimizing for satisfied views, thinking about what our video's ultimately gonna lead to. And I gotta tell you, if you practice these things, it's just a matter of time. If you just don't quit. If you just practice these things, you get better. You get more clear on who you're trying to reach. It's just a matter of time before you have a video that over performs, before you have multiple videos that over perform. And when it does, you need to be prepared for it. This is something a lot of people don't talk about. And honestly, one of the hardest people
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to coach for me personally, is someone
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that's jumping into coaching on the other side of over performance they weren't prepared for. Because, man, that first onboarding call, man, tell me if you can relate. Like, something goes, like, pops off for you, even if that means you're getting 100 views and then you suddenly get like 600.
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You're like, what just happened here? You know, and unless it was done
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intentionally, unless you, like, knew what you were doing there, which some of us might, but most of us don't, it's
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hard to recreate it. You spin your wheels trying to recreate it. And then it's also like, if that
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video wasn't equipped with strategic things to help those views go further, like, hey, what's the next video someone actually goes and watches? Did you ask for engagement in the comments section? Did you talk about your freebie or talk about your discovery call?
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Like, whatever it is, was that video
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ready to handle over performance?
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And then were you, as the creator, ready to.
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To handle the over performance? Because full disclosure on Sheri and taking nothing away from her. She's one of our students.
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We love her to death.
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But her next two videos didn't do
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what that first video did.
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The first video, like, went viral for her. The second two videos, I think the second one is like just over 600 views. And then second one's like a couple hundred. And then the Third one's like 600 something views.
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Like, and I just want to say that's not a failure at all. It's just the beginning. Sheri's just. She just started, and I don't even
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think she was ready for that beginning to her YouTube journey. So we're just like, hey, way to go, Sheri. You started. And now it's like, now we're in it. The work continues. The big videos do their work. The Smaller ones do too. And I think Sheri has a lot more of those in her and I know that you do as well. And this is actually why I'm stoked because Sean and I are putting together a one video away workshop, an actual workshop. We're going to be hanging out in Zoom, not on some live stream. And we're going to be walking through your next video together, diving super deep on everything we've talked about, helping you do. Everything. It's a three day event, so we're going to be walking through the next video you even should make based on the goals you even want to achieve. Identifying that next video that could be the one for you. Make sure that it's equipped with everything we've talked about, pressure testing it and honestly pressure testing you in like the best way. I mean just to make sure that hey, you leave this event, sure with like your next video architected with us, but also that you leave the event as a creator who knows what to do when that one video away hits. You can head over to my yt plan.com, links in the description or the show notes down below, but my yt plan.com in full disclosure, this is a paid workshop. This is $47 because of how high touch it is. It's you, me, Sean, our team inside of a Zoom room together, brainstorming and working. We're bringing our private coaching to you because of this new era that we're in. We're just seeing it happen over and over again. Sheri's just one example of many people who by the way, it doesn't have to be your first video, it's just your next video creators that are learning these things. And within a week, literally within an upload, tweaking and changing things and finding videos that over perform. Which by the way, part of this event is helping you even get clear on. Sure, we're all about views and we're gonna help you engineer for that. But it's also about like no, because I made a YouTube video, what actually happens. So especially if you are a coach, consultant, a business owner, if you're selling something and you want your YouTubes, you want your YouTubes and you want your YouTube videos to point people to that to actually convert, to actually get people into your products and services or you're a serious creator, this event is handcrafted for you. We haven't done something like this before. We're so stoked about it. And again, you can find out information@myytplan.com this is the Think Media podcast. I'm Nathan Eswine, and I can't wait to connect with you in a future episode.