← Travis Makes Money
Travis Makes Money
INTERVIEW | Make Money by Turning Content Into a Real Business, feat. Jake Polino
00:27:38
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- [00:02]
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Travis (Host)
You're listening to the Travis Makes Money podcast presented by GoHighLevel.com for a free
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Just go to gohighlevel.com travis yo, what's going on everybody? Welcome back to the Travis Makes Money podcast where it's our mission to help you make more money. Today on the show, I have a friend of mine, Jake Paulino. Jake has been doing social media for quite some time and turned into a content creator and then ended up monetizing his own personal passion, which is sneaker collecting of all things, and is the co founder of a shoe brand called Kizzo that he launched back a couple of years ago. And then he's always just putting out a bunch of crazy good content on social. So I was like, Jake, come on, let's talk a little bit more about the business side of things. So Jake, what's up man? Welcome to the show.
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Jake Paulino (Guest)
Thank you very much. I appreciate it. Thanks for having me on.
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Travis (Host)
So, first job at 18. What was that job?
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Jake Paulino (Guest)
The first job that I had was a delivery driver for a local restaurant that used to be in my town. Town. I grew up in a suburb of Boston. So most of my life, my early like adolescence, 14, 15, 16, I was selling shoes to make my money and I didn't get a real job until 18. And that was still a part time, like two days, three days a week type of thing. I only had, I think three jobs in total that would count as like a W9 before I got into content and all that stuff. So yeah, first job at 18, first real job at least.
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Travis (Host)
Did, did you go to college?
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Jake Paulino (Guest)
Yes, but I'm a dropout so I started and I, I actually dropped out with one semester left, which still kind of, it hurts me to this day a little bit because I'm like, I, I could have finished it, but it started to overlap when my content started to really take off. So I saw a good opportunity to like go full steam ahead on content and I was like, I don't think the extra semester in the degree is really going to change that much for me, Like, I'm not really going to need it. So why, you know, make my life so, so much harder by trying to balance school on top of everything else that I was trying to balance. And I don't think it does. I was going for an entrepreneurship degree. Like, that's. I learned everything I needed to know through selling shoes. So I really. Yeah, exactly. Like, I learned better do through doing things, not through like homework, you know what I mean? So didn't need it, I don't think.
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Travis (Host)
Yeah, especially in a field like entrepreneurship, man. It's like, it's almost like everything that you learn in that context anyway is almost obsolete by the time that you're graduating. And now with the, you, the ubiquitous knowledge everywhere, it's like you can learn so much of this stuff for free on the Internet from people who are actually like real practitioners instead of just theorists sitting in a classroom thinking about it, you know?
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Jake Paulino (Guest)
Exactly. Yeah. YouTube University is. That's the best. That's the best university there is, I think. And now with AI and everything, I mean, any question you could possibly have about business, AI or YouTube will be able to solve it. Like, I probably could go to all my college professors and I would guarantee you that they wouldn't know as much as the Internet does. They'd be like, oh, I'm not really exactly sure how to handle this thing. And every business is so different. It's not like a one size fits all thing. So I don't know, I didn't really see a great value in it. I don't think if you're, if you're not going to be a lawyer or a doctor or something like that, I don't, I don't see the need in it really.
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Travis (Host)
Yeah, it's becoming less and less valuable over even the last like, decade. Really, the last two decades, three decades. Like, the more, the more expensive school got, the more crazy student loans got. And then the fact that, the fact that having a bachelor's degree was basically like having a high school diploma, it's like, well, now you gotta go get a master's to differentiate yourself in the marketplace.
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Jake Paulino (Guest)
The goal post is always moving.
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Travis (Host)
Yeah, exactly.
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Jake Paulino (Guest)
It's crazy.
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Travis (Host)
Exactly. And then the starting salary of the college graduate only went up by like 10% in the same two decades where the cost of college like 3x. You know what I mean? So, yeah, it doesn't make sense.
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Jake Paulino (Guest)
Same thing with like the housing market and whatnot. Like, it just doesn't make sense to finish college the same way that it doesn't make sense to buy a house right now. Like, yeah, forever. It's just. It's weird.
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Travis (Host)
So you mentioned content started taking off in college.
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Disney Plus Advertiser
What.
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Travis (Host)
What did you start making content about?
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Jake Paulino (Guest)
So content. My very, very first pieces of content were like basketball skits. So that's how I started on TikTok. I made a skit with my friend David about basketball. We posted it to TikTok. This is when TikTok was still new and still like kind of cringy. I don't know if you remember when everybody fought trying to get onto TikTok. They're like, I'm not going to get that. Like, that's. That's for the cringy weirdos, basically.
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Travis (Host)
This was like right after. Right after it stopped being. What was it called? Musically?
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Jake Paulino (Guest)
Musically, yes. I was on Musical ly as well. I was making content. I mean, if you really wanted to go deep, like, I was making content. In the seventh grade, I had a Vine page called Boston Bass Drops where I would post Boston sport edits to songs or whatever to vine. And I had 8,000 followers as a 13, 14 year old. So that's. That's really when I started. And that's when I like, kind of got the dream. Like it was really my dream to do content. So I'm more than happy to be doing it now as a living. So.
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Travis (Host)
So. So started off just doing basketball skits, essentially.
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Jake Paulino (Guest)
Yeah. And then basically just basketball skits and stupid other content. I would make, you know, random videos. Like any content creator would make kind of meme videos, I guess. Then I moved into cooking a little bit. I had a cooking video go viral. And then I started doing like DIY stuff. I had a few videos that just like 2 million views, 3 million views, the 4 million, whatever. And they would like come every once in a while. Like, you know, you get a home run every once in a while. So I had a few of those and then I finally landed on the track of like DIY videos. So I kind of leaned into that. I would like dye T shirts and kind of upcycling stuff. I'd take clothes and make them cooler, I guess. And then it eventually snowballed into customizing sneakers, which is really where my roots were. Like, I started doing custom sneakers when I was 18 and that business is just completely unscalable and nobody respects it enough. Like, nobody wants to pay what these artists are worth. So it's really hard to make your money's worth in that field. So I kind of put that down but then I got back into it, and I started making content with it. And that's really where I made my claim to fame was like, the dying videos, the coffee dye, the rope laces. I customize shoes every day for a couple months straight. Different pair of shoes every single day. And then it got to the point where I'm like, all right, I can't buy a pair of air forces every day. I'm not making enough money off of this to be doing that. So it transformed into, like, really once every three days. But there was a point in time where I was cranking out a new custom every single day, and there was a lot of content to handle.
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Travis (Host)
So.
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So when you say your content was taking off in college, it was. It just you were getting more views or were you actually starting to make money from it?
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Jake Paulino (Guest)
So my deal with my mom was if I could make $10,000 in a month, then I could drop out of college. And the first month that I ever made $10,000, it was kind of a fluke. Like, everything kind of happened at the right time. I had, like, a few videos go viral, so I got paid a couple thousand from TikTok. I got a few partnerships, so I got a couple thousand from that. And I think, like, it was like, January of maybe 2020 or 21, one of those years where I got the first $10,000, and I just never signed up again for college. Like, it came time to, like, reapply for the second half of the year, and I just, like, never entered the portal again. I just kind of left it to be. And they never emailed me or anything. To this day, it kind of just, like, it just disappeared. So that's how that happened. Yeah. Yeah, I don't think they really gave any. They didn' know they didn't get my money anymore, but who cares?
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Travis (Host)
Okay, so monetization for creators is a hot topic. Because I think. What, it's funny because I. When you're involved in this world, you just have an understanding of what people probably are making or. This episode of the show is brought
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- [11:34]
Travis (Host)
What the potential is for a certain page. But I remember I was hanging out with a group of friends, I think it was this past summer and there was somebody that we all went to high school with that was making content and has like started doing really well. And one of my, one of my buddies said something like, said something like, I mean, I don't understand it at all, but you know, I mean there's probably, he's probably, probably richer than all of us or something and said and that. And I remember like thinking about it and going like, yeah, probably not. He probably works at like Lowe's still, you know what I mean? Just because you have 150,000 followers and you get, you know, 25 million views a month does not mean that you're making anything over the whatever the creator rewards are, which in a lot of platforms are really underwhelming, especially the category that you're in. You know what I mean?
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Jake Paulino (Guest)
Yeah, I would say that it's a, it's a huge misconception amongst most people. I think most people would look at me with my 3 million total followers across all pages and say, oh, that guy's probably rolling in it. He's rich, he can afford whatever he wants. Meanwhile, you know, I'm somewhat comfortable. I mean, you know, I'm still living by my means and I'm not rich by any means. I'm still driving a 2015 Lexus with 80,000 miles on it now and you know, paycheck to paycheck things. It's tough for everybody out here, but content creators are not nearly as loaded as people think. It's not nearly as profitable as it was, I think because it became oversaturated and the TikTok shop ruined things and Instagram ruined things. There was a point in time where you could live off of what you were making. There was a point in time where most of my money was coming from social media. But for most people that's a very short lived thing. It's like at most a year to two years of like, you're in the spotlight, you're making good money and if you don't transfer into something else and you're gonna die. Because those views never last. They go up, they go down, there's months where you'll get views. Like some of my videos nowadays get like 2,3000 views where a couple years ago nothing I could post would go under a hundred thousand. Like it was, it's a ridiculous drop and it just happens to everybody and they'll say, oh you, you fell off but it's just. That's the natural cycle of things. Like you can go really viral and then it's gonna go away. There's very few people, like the very few select people who just continue to be in the spotlight, like the Kai senats and the Mr. Beasts, like those really like grade A people that almost become like celebrity level influencers. But everybody underneath that, which is 99.999% of creators, they're not making crazy amounts of money. Some people make good money from their sponsorships. I rarely do sponsorships and I don't get paid well for them. So most of my money comes from kizzo. But I know other content creators who are in different spaces, such as fashion or beauty or whatever, they get paid a lot more for their sponsorships for some reason. So, yeah, there are certain fields that you can make a really good living in, but it's a select type of person that can really charge those numbers. Like, they're not just going to give that out to anybody. You got to be the guy or girl that they want. You have to fit the bill perfectly. And it's hard to do that.
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Travis (Host)
Yeah, yeah. And a lot of businesses have adjusted too, because they, I think they realized like when, when influencer marketing sort of came onto the scene, they were throwing money at anybody who just demanded whatever, whatever arbitrary price they wanted to demand because the companies had no understanding of what it looked like. They just heard that, you know, Kim Kardashian made a video about this tea company and now that tea company has did $12 million in sales off of it. So they're just like, yeah, whatever, we'll pay whatever. And then all of a sudden they start paying all this money to creators and then they're not. And it does not investment.
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Jake Paulino (Guest)
Yeah.
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Travis (Host)
The industry matures and then they go like, oh, this actually isn't worth $5,000. This might be worth $300. You know what I mean? And that affects everybody from the, from the top down. It also depends on like the platform that you're really concentrated on. You know, like, if somebody who has 8 million on TikTok, you know, might not make as somebody who had. Might not make as much as who has 150,000 on YouTube.
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Jake Paulino (Guest)
Yeah. You know what I mean? Correct.
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Travis (Host)
Or. Or 50,000 podcast listeners, you know what I mean?
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Jake Paulino (Guest)
Like, oh, yeah, 100.
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Travis (Host)
Everybody's. The, the value of the follower is. Is valued differently across platforms. Yeah. And then you don't ultimately now, like, we just don't have any control over the distribution and every individual piece of content is its own lottery ticket. You know, like it doesn't matter how many followers you have. Like you said you could have a bunch of followers across your platforms and get a video with 2,000 views and somebody who just started yesterday can get one with 10 million views. It's each individual piece of content is based on its own merit now.
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Jake Paulino (Guest)
Yeah, followers do not matter whatsoever anymore. I don't believe like you've seen, I've seen people with 10 million followers, whatever. They're posting videos that get 200 views. Like how is that possible? It doesn't make sense. And it's just strictly because everything is algorithm based now. It has nothing to do with, with if you follow somebody. Like people forget that Instagram. There was a time where you only saw content from people that you followed. And if you wanted to find content from other people, you had to go to the Explore page. Now you could just be scrolling and you're going to see random people that you never saw before. You really have no say in what type of content you see. So the followers are arbitrary at this point and you really just need to be making good content.
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Travis (Host)
Yeah. And the volume is so much greater for the platforms and algorithms to sort through to serve to that audience, you know, so there's, there's that, that's why, that's why Best Creative wins at the end of the day. Because it's like there's no limit to the volume of potential content that the algorithm can serve to any particular user.
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Jake Paulino (Guest)
Yeah.
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Travis (Host)
So it doesn't matter if they follow you or they don't follow you. You just have to continue putting out the best type of content that you can, that you can create. But I think the end goal though, I think is something that you've done really well, which is to take the brand that you've built or take the audience you have created and, and then build a scalable business brand on the back end of that that can have its own legs where you own distribution, you own audience, you have an email list or a text list and you can build something of, of value of, with actual real enterprise value on the back end of the traffic that you know how to gain from the creative that you're putting out. So tell me a little bit about the creation of Kizzo.
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Jake Paulino (Guest)
So Kizzo was created pretty much because of what you just mentioned. Like you can make a lot of videos, you can, you have a lot of followers etc and be. Get getting paid nothing from it. At my peak, when I was getting, you know, 10 million views on videos like regularly. I was making almost nothing from those videos. My biggest video to date was the coffee video where I dyed coffees, dyed air force ones and coffee. Sorry.
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Jake Paulino (Guest)
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Jake Paulino (Guest)
N that had 30 million views. I didn't get paid a dime from that video. Not a single dime. And it continued like that for a long time. I'm like, why am I making all of these videos with Nikes and I'm barely getting paid for them? Like, not only am I giving Nike hundreds, literally hundreds of millions of views for free and they're not even reaching out to me. They banned me from buying Air Force ones. Actually. I still hold the grudge to this day.
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Travis (Host)
Wow.
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Jake Paulino (Guest)
But yeah, they never, never said a thank you, never sent me a pair of shoes, never said nothing. Just all these views on their shoes forever. And I'm like, why am I doing all this work? Like, I'm not getting paid anything from it. It's not sustainable. The only way I was able to survive was because I was hosting a podcast on Twitch for Complex and they were paying me regularly every month and it was only 2,000 bucks a month. But I was living with my mom at the time still, so I didn't need rent or anything. And 2000 was more than enough. So I was like, okay, what am I going to do? And the best play was to create my own product. And the best product for me was sneakers, because I love sneakers. It's my passion. It's been my number one passion since I was 12 years old. I had years of experience customizing them. I had millions of people wanting to buy these customs, but then wouldn't want to pay the $250 price tag. That came with something simple. Like, for instance, I have this shoe right here. This shoe is dyed three different colors, so blue, red, and the soles yellow. It faded a little bit. They're a little bit ugly right now. But something like that. I would try to charge somebody 200 bucks. The shoes itself cost $100. The dye, it takes me three, four hours. So 200 bucks sounds good. But to the other, to a normal, like, person, they might be like, oh, the die is only $5. I'm not paying more than 110. So I'm like, okay, I'm not making any money. What's the plan? And the idea was to create a shoe that I could manufacture and scale so I could sell my designs to a wider audience of people, and all of the content that I would be making would be feeding that. So there came a point where I just got away completely from Air Forces, and every single video I was doing had my shoes in it instead of Air Forces. So me and Zhuki. Zhuki is my business partner who I started Kizzo with. He was this had the same story. He was doing customs. It's just not scalable. You're spending eight to 12 hours on a custom to make 150 bucks, and you're not doing that many pairs in general. So, like, you can't live off of that, really, unless you're charging thousands per pair. So we both came up with Kizo, and kind of the rest is history after that. I guess now it's just a matter of trying to navigate and how to actually build a brand, because neither of us have done it, and we're still learning. And that's the fun part about it. And that goes back to college. Like, nobody in college could have taught me how to scale a sneaker brand globally. Like, we have to learn on our own. But, yeah, that. That was the play. And that's what I tell every content creator to do now. Like, if they ever ask me for advice, I say, find a product that fits your niche. Find something you're passionate about. Don't just throw some BS out there just to make money, but find something that fits you, fits your brand and you're proud of and sell that. And I could not be more proud of Kizzo and all of the shoes that we put out. So it was really like a fairy tale ending.
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Travis (Host)
Yeah, yeah. And. And it's something that fires you up and something that you're still passionate about doing to this day, which is probably why the brand has seen some success. And then also being able to. Being able to leverage the thing that you were already really good at that most companies struggle with, which is getting attention online. Like, how helpful has it been to be like a creator led company just to get eyeballs on a brand that you created from?
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Jake Paulino (Guest)
Yeah, I mean that was the biggest thing. I mean, if I didn't have the platform already, like when we started Kizzo, I think I had already 2 million on TikTok, maybe a million on YouTube at the time, maybe not yet, I forget, but millions of followers across socials. So I had the platform already established and that was a huge, huge key. Obviously, like, it's much, much harder to build something from scratch and like to have, like you have to have people trust you, you know, so they've been watching me for years create customs. So obviously they trusted me to create a shoe and they would buy that shoe from me. Like, they, they trusted my opinion and my designs and whatnot. So being a creator first is definitely the biggest advantage that we had and we would not be where we are today without the content that we were putting out with the shoes. So yeah, it was definitely a huge, huge advantage for us.
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Travis (Host)
What's your advice to somebody who's trying to get started with all of this? You know that there was a stat I read recently that there, that the number one job that young people want these days is to be a creator or to be a YouTuber or something like that.
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Jake Paulino (Guest)
I love that statistic.
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Travis (Host)
Where do you recommend these, these people that are just trying to get started with this stuff. Where should they start?
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Jake Paulino (Guest)
Definitely TikTok. TikTok is still, I think, one of the better platforms just to begin on, like just to start making videos. And the great thing about social media today is it's the playing field is so level at this point. You don't need a camera crew, you don't need a bunch of high production, you just need an iPhone. Like if you just have an iPhone, you're good. It doesn't even need to be a really new iPhone. Just flip the camera around, start making content, just make as many Videos as you can. And as soon as you find something that kind of works, like say you have one viral video or semi viral video, recreate that exact type of video just in a different format. And then you figure out what works and what doesn't work, and you just try new things. Just throw things at the wall until something sticks. I always use the analogy of, like, darts. So if you have a dart board and I give you one dart and I say hit the bullseye, like how, what, what's your chance of hitting the bullseye? Not very high. But if I give you a thousand darts and you're gonna hit the bullseye once, and I think it's the same thing with content. It's free to create. You can make as many videos as you want, make as many opportunities as you can to succeed, and you will eventually succeed. It's not a matter of if, it's a matter of when. If you're doing things the right way, like if you're really paying attention and you're like trying to create the best content that you can and not just, you know, because there is bad content. And like, I. I hate to say it, but there are certain people that just don't know how to make a video and they can make a million videos and it's not going to go viral because their lighting is bad or their sound is bad, or their editing is bad, something like that. But it's not hard. Like the stuff I've done, everything that I've ever done on my phone, I've recorded it, edited it, and voiced it over in my phone in a native iPhone microphone. I have no special equipment other than the light and the stand that this is being held on. So you really don't need anything special. The biggest thing is just doing it. Like, just get into it. Just start making videos. It's gonna feel embarrassing, it's gonna feel stupid, but eventually it will work if you stick with it. And it might take years, but like anything else, consistency is key. You just keep going, you persist, you make videos every day, you will eventually succeed. So just really get the ball going. That's it.
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Travis (Host)
Yeah. It's funny because we can kind of exist as creators in this silo of the world where everybody's creating, you know, because we just happen to meet all these other people who are creating. But then you get out to the real world and you start realizing how many people, especially like business owners, this is the one that drives me insane.
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Jake Paulino (Guest)
Yeah.
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Travis (Host)
That are still not putting stuff online. And it blows my mind. Like the what we always say is every post is a lottery ticket.
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Jake Paulino (Guest)
Yeah.
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Travis (Host)
The difference is, is that it's free. So, like, why are you not just post like you said? You can't just. Because I do have some. Some people that I know who just. They treat it like a checkbox. They're like, okay, check the box. I put something out today. And it's like, okay, that might work every once in a while just to keep up consistency. And you want to make sure that you maintain momentum. Sure. But if you're doing that all the time, then you're probably just going to have a thousand videos that suck. But, like, if you put the time into consistency and then consistently improving at the thing that you're doing, then it's just a matter of time before one of those things does really well and could quite literally change the trajectory of your entire business. Oh, yeah. By just having one video go really well. So.
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Jake Paulino (Guest)
Exactly.
- [28:12]
Travis (Host)
Lot of ticket. Just get out there, get started, and keep in the game for as long as you can. Because, man, like, the. The risk to reward is just wildly skewed in your favor, you know, it does not take. It's not that big of a. It's not that big of a risk at all. The only thing you're risking is maybe 10 to 20 minutes of your time to do the video. And beyond that, the reward, the potential reward if something takes off and does really well could quite literally change your life. So, yeah, very easily. Stop sitting on the sidelines, get in the game and. And, you know, think, think us later when you look back in five, ten years from now.
- [28:44]
Jake Paulino (Guest)
Exactly.
- [28:45]
Travis (Host)
Jake, I appreciate you coming on the show, man, and sharing a little bit about what you got going on. Where can people go to connect more with you and learn more from what you got in the works?
- [28:53]
Jake Paulino (Guest)
So my personal page is Jake Paulino across all socials. So YouTube, TikTok and Instagram and Kizzo is Kizzo kicks on Instagram and Kizzo kicks on TikTok. So either one of those pages, they're both very connected. So if you find one, you'll find the other. But yeah, those are the places that you can best keep up with me and with Kizzo.
- [29:14]
Travis (Host)
Love it, dude. Jake, thanks so much for taking the time. I appreciate it. Everybody else listening. Remember, money only solves your money problems, but it's easier to solve the rest of your problems with money in the bank. So let's solve that one first here on the Travis Makes Money podcast. Thanks for tuning in. Catch you next time. Peace.
- [29:27]
Jake Paulino (Guest)
Thank you, guys.
- [29:28]
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