11 Takeaways from VidSummit 2022: How to Master YouTube (and YouTube Shorts) | Your Digital Marketing Coach with Neal Schaffer

• Updated on: 2022-11-20
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I want to challenge you 2022 was supposed to be my year to up my YouTube game. And it really hasn't been. But that's why I went to Vid Summit. And that's why I am absolutely bullish on YouTube. YouTube currently has three 8 million active channels. Of those 38 million, only 2 million have been invited to the YouTube Partner Program meaning they have over 1000 subscribers and 40,000 watch hours over the last 365 days. In other words, there is plenty of opportunity for all of us. And you know what, 29% of American kids want to be a YouTube star. You don't have to be a YouTube star to take advantage of what YouTube can offer your business. So I'm gonna go deep into what I learned at Vid Summit in this next episode of The your digital marketing coach podcast. Digital social media content influencer marketing, blogging, podcasting, blogging, tick talking LinkedIn, Twitter, Facebook, Instagram, YouTube, SEO, SEM, PPC, email marketing, who there's a lot to cover, whether you're a marketing professional entrepreneur, or business owner, you need someone you can rely on for expert advice. Good thing you've got, Neil, on your side, because Neal Schaffer is your digital digital marketing marketing coach, helping you grow your business with digital first marketing one episode at a time. This is your digital marketing coach. And this is Neal Schaffer. Hey, everybody. Neal Schaffer, here I am your digital marketing coach, and welcome to my podcast, YouTube, YouTube, YouTube. When I break down digital marketing for my clients, and whenever I speak, I go over Search Social email, right? YouTube really never gets mentioned in social media. But as a search engine, it is absolutely powerful. And it is a different search engine than Google. There are many that take an SEO approach to YouTube. I have been one of them. But what YouTube tends to recommend and its algorithm is not really based on the same SEO that Google bases its rankings on. It's based on customer satisfaction, although we could say the same thing about Google. But YouTube really is about are people actually consuming your video, how much of your video are they consuming? Are they watching another video of yours after they watch one video, you get the picture YouTube is a completely different beast. But there is plenty of opportunity for all of us to take advantage of it. And look, you know, we all know we need video as part of our strategy in marketing, whether it is video for Facebook or LinkedIn, or it is more of short form video for tick tock Instagram or YouTube shorts, or it's long form video for YouTube. We all need to do video. So that's why I was really excited for the first time to go to Vid Summit, which is an annual, it's really for YouTube creators, obviously businesses can take advantage of the information as well, but really a YouTubers for YouTuber type of conference, but I was really, really blown away by the information. You know, in digital, we go to a lot of conferences, and there's a lot of people and businesses who go up on stage. A lot of so you know, quote unquote experts quote unquote gurus that share lots of information. But I have not found a crowd as transparent as the crowd at Vid Summit and the community of YouTubers they have built there that really show what they learned based on their own experiences their own screenshots of their own analytics. It was really empowering. It made them look even more of experts compared to experts I've seen in other conferences. And yeah, I can't wait to dig into today's episode. You know, it wasn't that long ago. It was just episode number 281 Just two months ago that I talked to Derral Eve's the author of the YouTube formula. Funny thing is we never even talked about Vid Summit, which is his baby, this conference that he developed right, so he was one of the speakers. But I want to go over also what I learned from 10 other speakers there. If you enjoyed my Content Marketing World takeaways, I think you're gonna enjoy this one that ended up being my longest podcast episode ever. At one hour. 10 minutes. Man, if you stayed around for all of that, I salute you. I don't know how long this one's gonna be. But there's a lot to go through a lot of really, really great tactical advice, actionable advice, so let's dig right in. Okay, so the 11 takeaways similar to my Content Marketing World takeaways episode which was episode number 286. Just two episodes ago, I'm going to go sort of session by session that I attended. So this is going to be 11 sessions. I was not a speaker there, like I was a Content Marketing World. So that's why it's not going to be 10 sessions plus my own, it's going to be 11 of others. So, the first session was monetization. And it featured Luria Petrucci who some of you may know from Geek Beat TV. Her name was Kelly Lewis. See now is a live streaming expert. For those of you that might remember, she was one of the other brand ambassadors for All Nippon Airways when I went to Japan for for those that remember that that was several years ago, so I've had a chance to meet her in real life. Stephanie Liu, who works with Agora Pulse, she was also on this panel as well as coach glitter. And Harris Heller, who is the founder of stream beats. Anyhow, it was basically a primer on different ways to monetize so let's for businesses more for content creators, and I know that within this audience of this podcast or content creators as well, or entrepreneurs that are considering that so obviously, we have the general things like affiliate marketing, you have Google Adsense once you get to join the YouTube Partner Program 40,000 hours watched in the past year, together with 1000 subscribers. I'm not 1000 subscribers I'm not at 40,000 hours which is why I haven't been able to do this but I look forward to it where YouTube shares their ad revenue with you I believe it's 55% or 45 It's one of those two nearly 50% of the ad revenue those videos you see during the ads you get a share of that and you can imagine if you get lots and lots of views that amount can add up especially if you're on the right niche like finance or others where the revenue per minute or revenue per videos RPM revenue per minute wants video watched gets up there obviously sponsorships are huge sponsorships are in influencer marketing, right collaborations, you also have merch, and YouTube actually has a way to easily enable merch on its platform, which is pretty cool. That's why a lot of content creators and YouTube sell merch we'll companies could also sell merch, right? You have courses. So a lot of people offer courses there was a conversation? Well, if you want to create a course, what platform do you create it on Luria is a big fan of really putting everything on her website. Whereas others like Harris likes to use the third party platform, he talked about Skillshare. Tiffany is on Kajabi. And what Harris liked about Skillshare is that there's no headache of building your own, you know, course infrastructure, and there's a built in audience. So for those of you that are looking to create a course, there is a really great advice, you can start with just a weekend workshop, three to four hours, private zoom with five to six people $67 to $497, they get the recordings, you do a follow up, you productize the knowledge and then you create the course. Make sense. So start really small, start with something live, and then repurpose that into a course I actually went to an event once it was a event for speakers on how to tap into speaking opportunities at professional associations. And there were a number of us who spoke at this event. And the organizers said hey, I'm creating a course I'm going to be recording that course will be available, you know, in a later day, I hope you're okay with with me recording and we all were in, that's an easy way to begin to generate more income from courses. So Stephanie Liu talked about shoppable videos, this concept of doing like an unboxing video on YouTube, but also uploading not to Amazon as a product video, and it's showing up on the product pages. This is very common advice if you're if you're buying a product or a tool, reach out, see if they have an affiliate program. There was mentioned of some that actually had them create an affiliate program for you. On the other hand, what are people asking you for and find affiliates for that. So there was a lot of affiliate marketing advice. I believe it was coach glitter, who said that her first affiliate marketing came from a digital course she took that she decided to become an affiliate for because she could talk about it and it was authentic. There's also this notion of monetization on platforms outside of YouTube of taking those videos for instance, Tiffany, Coach glitter said that she makes $10,000 on Facebook page monetization. This is in creator funds for Facebook real she merely takes what she does on tick tock remove the tick tock logos and put them on Facebook. Some other advice Luria was big on JV Marketing authentic relationship marketing so it's affiliate marketing but you're really joint venturing with other say course creators other CEOs of businesses. I think in her case, it was really other course creators. She said she can make 20 to $50,000 a week by promoting a JV affiliate offer that fits her market. So think about swapping, masterclasses JV with other content creators, especially if you have your own course, like anything else in influencer marketing, the more influence you have, the more or I should say the easier it's going to be for you to work with other content creators. On the other hand, if you want to do more with affiliate marketing, educate yourself on the marketing side by being an affiliate for other marketers, and seeing how they are successful behind the scenes. So if you've ever taken a course, this may give you the ability to be an affiliate. And you can see what sort of swipe files, what sort of images, what sort of recommended postings that these marketers provide, you win, you become their affiliate. And then sometimes it's, you know, re purposing yourself. Luria said, you know, I believe it was learner who said, I have a quote here, my notes, what value can you bring to others around you focus on yourself, develop yourself, and Luria has been able to add templates to her store. I believe these are templates for background screens, background green screens on stream yard, if I'm not mistaken, but she's added templates to restore which lead to $10,000 a month. And then she moved into providing designing studio services for those who want to create a home studio. Some more advice here. And I think this is really empowering advice for all of my entrepreneur listeners, Tiffany coach glitter, and I quote her your superpower is your weird factor. So lean into that when creating video content really create a deep relationship with your viewers. And she mentioned that she started her first business at 40 years old, you don't have to be a 20 something. You don't have to be a Gen Z to be successful here. And the final message from the group was create a better mousetrap. You don't need to create something new. Just create something better. Yeah, I could stop the podcast right here this episode. And I think there's already great takeaways. That's only one of 11. I'm going to keep going. And if you find that some of these sessions are less appropriate, just skip ahead one or two minutes, and then you'll get to the next session. I really wish like some of these podcasts, players had chapters like YouTube has chapters, I wouldn't be able to do it in chapters. But anyway, I hope you'll stick with me and even if you think that the session might not be appropriate for your business, I do believe that there are takeaways. So next is Sam Barris. This was about YouTube shorts. He started on YouTube shorts in April 2021 18 months later, he has 3.3 million followers. He asked everyone in the room, how many of you are already using short form content 75% of attendees raise their hands. I think that reels tiktoks YouTube shorts is still dominated by content creators, there's still very few businesses that are doing this. And I believe that's well, it's opportunity for both of us. But I just I'm going to keep this one short and sweet. Okay. He said what makes a good short form video, he has his own sort of framework. He called it rice for easy remember, repeatable? So in other words, if there's very high turnover, so when you find something that works, repeat it to scale. So you want to try to find a format, a formula, that once you see it working, you want to keep doing more and more of it. This is pretty obvious and inclusive as the second one, inclusive to your defined audience. So does it appeal to the audience you want to grab? Obviously, there's many ways of making any content. So you want to be true to that audience. You're trying to attract, curious, making engaging, give them a reason to watch, I'm going to get a little bit more of that. And then evergreen, YouTube allows videos lasts forever, including shorts, whereas reels and tiktoks will tic TOCs lasts pretty long as well reels not so sure. But you begin to see that this is a pretty easy to understand formula. And he went a little bit deeper into some of these points. So when asked how do you construct the video, he brought up three main points. The one second hook said this is the most important thing you need to hook your audience at the very beginning. Present the idea exercise proper tonality in terms of are you excited about this? Or is there suspense? Choose a stimulating visual use text and use music use text because not everyone has the audio on? He believes in using music as another layer to engage with people. So that's why a lot of these videos you see have this background music, so it's more stimulation. He then said after the one second hook, the next 75% of the video is tension building its attention building narratives slowly build up the excitement, use layering, try to create multiple storylines in the same video. He uses nama songs to have like cool music that people want to listen to try to put your personality. In the perspective, he also said, Should you get comments, engage in the comments as a pushes up more playtime, then you want to high value conclusion. So over deliver on the promise, and the idea is you want to make them watch twice, right? Call to Action I just delivered. So subscribe for more. You know, these are only one minute. Short Form videos is sort of the template he's using. So it sounds really easy. But what I learned is that YouTube creators are truly investing a lot of time and really thinking through, they're not just pressing video and like, Oh, I'm enjoying a nice view today. Or guess what, they're not just telling a simple story, they're really putting a lot of thought into it. So after you make the video, what's next, obviously cross post, not just tick tock Instagram reels. In addition, YouTube shorts, this content creators actually found some success on Snapchat, believe it or not, when you leverage multiple platforms, if you're a content creator, you can leverage that with multiple sponsors, you can diversify your risk, more monetization opportunities. Stay consistent, you can actually schedule posts on YouTube shorts within YouTube. And then obviously study your analytics. One thing that came out today, or I should say at Vid Summit was average view duration was the key stat. In other words, if on YouTube, if on average, people go through 20 3040, well, 50% your video, you're doing really good, right? Well, obviously 50 is better than 20%. But with shorts, you actually want to get to 100%, you want people to see it more than once, because they enjoyed seeing it once they enjoyed seeing that a lot. Or they want to redo that ending, or they want to redo a part of it. So if you think about yourself, those are probably the videos, the short form videos that you've seen more than once. So he put up a screen, what a good shorts analytics for 32nd video, his good shorts analytics, the average viewer duration was actually 103% for a 45 second video 92% for a 62nd video 88% I want you to think about that that's really really impressive. These are people that are finding him, you know, some are finding them do YouTube searches, click through ratio and thumbnails from a 32nd video 7.5% 45 8.9 69.5. So getting really good click through rate, but it's the short speed that is generating 9396 or 91% of his views. So people are just flipping through shorts, and they're getting to his video because he's done so well with them. He gets such a high average viewer duration, it sends really positive signals to the YouTube algorithm. And he gets more and more visibility. So, you know, with YouTube, you have long form content and your short form content gets mixed in. He believes that there's a role that short form content can take that short form content can increase your subscriber count. It encourages disproportionate growth opportunities because YouTube is really pushing shorts. It offers additional monetization opportunities if that's important, it increases your overall visibility. And long form videos are the ones that build loyalty and superfans provide meaningful ad revenue or meaningful lead generation funnel subscribers to external ventures with short form it's pretty hard to do but with long form, you get them to your website, what have you, and facilitate stronger calls to action. So short form content is important because we've seen the rise of tick tock, it is the future right? Attention spans are shorter than ever. Average people spend three and a half hours on the phone 95% of phone sessions are under 10 minutes, people are just not going to consume that many long form videos when they're on your phone. So does this translate to YouTube 57% of total views on YouTube came from shorts in 2022. So far, that is up from 21% in 2021 60% of YouTube users watch shorts. So if you want to engage with YouTube users, you need to obviously create shorts. And he also pointed out that the demand of YouTube shorts is outpacing the supply. Views are growing faster than new uploads. Now YouTube has announced a 45% ad revenue split with craters on YouTube shorts starting in 2023 as well, so all signs are pointing to more opportunities for YouTube shorts more competition, but the opportunities outweigh them. So thanks Think about this was really a evangelizing YouTube shorts while also giving you some advice on how to create better ones. So, you know, I attended more than 11 sessions, this was a two day event. But I am going to fast forward through some, I only really want to give you the best ones. So next we had Derral Eve's who the author of the YouTube formula, listen to episode 281. And he went deep into not just creating a YouTube strategy based on demographics. But he went deep into psychographics. In fact, he brought up Maslow's hierarchy of needs. And with Maslow's hierarchy of needs, how does this apply to your YouTube channel? Well, for Darryl, the success of YouTube channels he's done. He was behind the chosen, which is a YouTube television show or a TV show that was done over YouTube has had over 100 million views on the chosen in two years. 25 million app downloads. He's all about create a movement that passionate people share. And, you know, he wanted to remind people that YouTube only has two goals, predict what the user wants. And then looking at engagement and customer satisfaction of your video. The YouTube has paid creators, well, my notes say $50 billion, that's probably $50 million over the last two years. But it's all about the viewer. So you need to focus on the viewer. And you need to create a profile of your viewer to create content for them. But focus on the psychographics looking at Maslow's hierarchy of needs. And what Darrell really honed in on so if you look at Maslow's hierarchy of needs, it starts with physiological needs, safety needs, and then you move up to love and belonging. A sense of connection, right. And this is where he went really deep. In fact, with with love and connection, he went into the psychological needs, right? Carrying the passion connections collaborations. So for some, it's the prestige, of feeling accomplished, that if you pay money, you'll get your name and a video, if you'll get a verbal Thank you, you'll get a tattoo, you'll be in a leaderboard. It's doing things like this with your community that can satisfy the need of belonging the psychological needs that your users have. And really, it's about how can I make a viewer loyal to want to watch every video? So he starts with, and he calls it the four C's caring connections collaboration community. He brings up the example Ryan Trahan, who actually was the keynote on the first day, who started with a penny and got to a million dollars for feed America, I believe is the nonprofit carrying the passion wants to help end hunger in America started with one set the connections, a daily journey for 30 days, right? Sear episodic content, collaboration, nonprofits feed America, but also other YouTube creators, community outside of YouTube, he created his big community on Reddit. So those are the four C's is more you can do here. He also tapped into the esteem, right? The awards of people that gave a lot of money, pins names and videos, verbal three thank yous ended up raising $1.42 million, and people are still donating today from that June campaign. Now, you may think, well, that's a nonprofit, right? You know, how could my business or how can another type of content do well? Well, Darryl is a co owner of Matt's off road recovery. This is a channel with 1.2 7 million subscribers and 500 million video views. Every quarter, they do what he calls a four C project. They get viewers to help change the world community projects. And what's really interesting is that, you know, companies invest in CSR corporate social responsibility, companies sponsor and collaborate with nonprofits, but it's just a matter of taking it in a content creation perspective, YouTube, and creating this sense of community that people want to become part of it. So what Darrell goes on to say, as well, how do you create a movement with your videos? He said, It's all about inclusion include your community, right? There was one video where he pushed a t shirt that everybody wanted to buy, everybody wanted to be part of it. And that one push made $350,000 in 24 hours, when they put the product in a live stream it made $535,000 So obviously you need a massive community in order to do this But you need to find ways to tap into the four C's, and make content and community that's inclusive. Engage your community to get the data, Darryl is really passionate on you need to own your own data. So if you really want to own your data, you need and create data, you need to have a deeper relationship with your viewers off of YouTube. And that's where creating a membership community off of YouTube. To truly own the data makes sense. Obviously, Discord is popular for most YouTubers, this is something that businesses I am an Adobe brand ambassador and Adobe has their own discord channel for influencers, for instance. So look at the psychographics How can you give back and create the four C's? Take your viewers on a journey and include them was the final advice. I know that sounds a little esoteric, but I do believe that there are points there that we can all tap into, and leverage YouTube or make these four C's projects part of our YouTube presence. Maybe it's not every quarter, maybe it's once a year. But we can do that. And in doing so we're going to build up a larger and more loyal channel. Okay, so the next presentation I'm gonna share with you we're on number four is paddy Galloway, really smart guy who wants us to innovate. And in order to innovate on our content, he wants us to look internally at our data, and externally by finding over performing ideas on other channels. So look at your data, but also consume other content. This is advice I often give out of my digital first mastermind community, you and I'm gonna bring it up, another speaker said don't go to university, just consume YouTube all day, and you'll be better at this than then a college graduate, right? You don't really get equipped for learning about how to do this is really immerse yourself in videos that are targeting a similar audience could be competitors, it could be a broader category. And then the innovation comes from can I think of something new? Is there something different that I can do here? And then obviously, there's additional criteria? Is the idea feasible? Does the idea excite us? Does it have 1 million view potential if you really want to go big. And then can we think of strong packaging, strong packaging, meaning the title of the video and the thumbnails, he he focused a lot on the title of not being focused on keywords, but on human interest of coming up with sometimes even 45 multiple titles that he will brainstorm, in order to create the best one. Same thing with thumbnails. This came up a lot. Mr. B showed like a four by four matrix of thumbnails in order to find the best one of creating lots of thumbnails, AB testing, et cetera, et cetera. Well, Patty also said, Hey, you can study high performing concepts. And he shows one of just high performing thumbnails thumbnails that are getting a lot of click through, or thumbnails of really highly performing videos that are getting lots of views, right. So this is something that any of us, in fact it for newbies, this can really help us. And he shows this example of you know, when we look at thumbnails in YouTube, of high performing channels, assume that there is a lot of IP associated with us, it looks like one simple image. But there's also a lot of math in terms of clothing, angles, facial expressions, text, arrows, backgrounds, and this is something that even you know, we're in a hat backwards, having an open door, as I said, expressions, and he also showed how, you know, he himself creates like 20 thumbnail options, trying to find the one that's going to perform the best. And when something works, well, you double down on it. There was one guy who does very well with circles. So his most popular video was learning 24 skills in 24 hours. And there's a thumbnail of him drawing a circle. That video did so well, that every other thumbnail involves him in a circle. And in fact, he recently did a video on VR. And so you see him like wearing an Oculus headset, and he's drawing like a virtual circle. So when you find something doubt, you know, double down on it. Another piece of advice we talked about innovation titles thumbnails, he has said spend a disproportionate amount of time on intros This is similar to the YouTube shorts advice. The first few seconds is going to make or break your video. So he said spend 30 to 40% of your time on crafting your first minute. Don't do these stupid intro screens. Get your first storyline in front of audience ASAP if it's a listicle get to your first tip ASAP. The videos flow without any intro or without any outro. For that matter, the story should be greater than the production value doesn't have to be fancy. give the audience a why take them on a journey. And obviously, always be thinking how to improve your next video. He also talked about this feedback loop where you want to be looking at your data, your analytics, and really how can we further improve the next video, don't think about your competition, your competition is yourself. So Paddy's final note was posted less in find two more, and there was another session. Now a lot of YouTubers will post three to five times a week. But there were some that said, Hey, you only need to post 50 videos a year. To me that was enlightening and encouraging, because that's sort of my podcast strategy as well, 50 episodes a year. And I hope to hit that this year as run 288. And my plan is to end the year at 299. So there you go. All right. Now, we are finally at TAKEAWAY NUMBER FIVE. So we went over monetization, YouTube sorts, the psychographics of your audience and the four C's, we went over sort of innovation, innovating ideas, titles, thumbnails feedback loop. So this fifth one was actually from the main sponsor, one of the main sponsors of the vent tube, buddy. Now, I highly encourage you to go to Neal schaffer.com/tube. Buddy, one word. This is an affiliate link to be BDD, why you can get a free trial. And check them out. There are basically two leading tools in YouTube management. One is Vid IQ. You can also go there for free trial and compare Neal schaffer.com/vid, IQ vi d IQ. Also disclaimer and affiliate link enters to buddy now to buddy happy to be the sponsor of this event. And to buddy apparently, a few years ago was bought out by a group that also has a few other tools that has a lot of money. And they are going big on AI. So if you remember from the content marketing, world takeaways, one of them was all about AI. So it was really exciting to see what two buddy is doing in terms of AI and really helping us up our game. So Ricky Ray Butler, and employ it too, but he was on stage. And this is by far one of the most fascinating presentations. And I guarantee you that I think everybody in that room, probably went to to buddy for free trial after this presentation. So he first talked about, hey, this is not the creator economy, it's the era of the artist. And he also said you know what, only 1% of creators make over six figures, that's 2 million people. In other words, there are 2 million people on YouTube, maybe scissor making six figures in the YouTube channel, to buddy now has 11 million craters. And he started saying these are the tools that they are going to build for the creators. Now this also goes into what I talked about with the Content Marketing World takeaways. He talked about dolly too, which hopefully you remember from that episode, just episode number 20 286. Give it a listen again, have you know this this avocado chair, he gave the example of how through dolly to you can create variations of a chair that is shaped like an avocado pretty impressive. They are using Amazon recognition which is a visual recognition AI tool to be able to understand like with thumbnails, text, background color, facial expressions, object recognition, et cetera, et cetera. He also talked about multi modal AI which is going to blow away this video AI or I should say visual AI, multi modal AI will give you the chance to create a video from text and be able to repurpose that video to different platforms. It is not there yet. But the thought is that this is the future and be on the lookout for that. Now, too, buddy currently already has 68 different tools. And he put the slide on the screen. anywhere from you know, auto translated to different languages book copy and screen book thumbnail overlays, advanced video embed book copy cards, book, delete, and screen canned responses. I can go on and on. I won't but there is a lot of technology that too buddy already has. I will say vid IQ also has a lot of tools as well. But he went to say hey, we are adding these AI content creation tools on top. First of all, he said that they do have a browser extension that they're going to add a B testing to a B testing with to buddy in the future he showed us a screen they call it creating experiments, you will be able to do a B testing on your thumbnail title, description of your video as well as tags. I think a lot of people use it for the thumbnail. They say that 21% of users that have used this have seen 150% growth in views 30% have seen 200% growth in views so so One thing you definitely want to create out, the AI generated titles are coming in October, they found that I think right now there, they mainly support the you can a B test the titles, but now you'll be able to get AI generated titles that they suggest. They have already seen a 280% increase in clicks with AI generated titles from the content creators that they work with in beta, analyze thumbnails with CTR, heat maps, optimized thumbnails, with CTR predictions, basically looking at your thumbnail, and predicting whether or not it's going to get a higher click through rate and your current thumbnail, they've seen an increase of 5.58% in click through rate, and a 36% increase in watch time. These are really, really incredible AI tools. Obviously, there's a lot of other things that they have. But in terms of AI, they also are going to have a predict video retention tool, predicting based on your past performance on their database and AI, how many viewers and how many retention or how much retention your video will get, which is pretty freakin cool. They also are going to be doing audience clusters, which is a data driven way to look at those psychographics that Derral Eve's talked about. So the idea is you want to look at audiences similar to yours with the highest CTR. So if you can find audiences similar to yours that are consuming content, from thumbnails that have a high CTR, you can find some great inspiration for your own thumbnails is the idea. And to buddy plans to go above and beyond and really become the destination of the Creator economy allow you to use these tools on other social networks as well. In are getting back to where the presentation started the era the artist, they believe that the combination of AI and data that to buddy will be able to provide will empower artists to create art, create your videos at scale. So I'm really pumped really excited. And I can't wait myself to dig into two buddy. Once again, Neal schaffer.com/two, buddy. All right. Now we're getting into Nick Nimman. Now this is all about a system of processes to nab you to be successful. So his was all about, you know, how do you create systems in time for content planning and production, community management, business development, analysis. And last but certainly not least, your own well being he's really big on creating systems set for instance, Monday research ideas and thumbnail designs for a month's worth of content. Tuesday, do sponsor outreach Wednesday, analyze etc, etc. Track the right things have goals that keep you focused and batch process. This is something that you've probably heard with social media marketing and content creation. He also said, Do not be derailed. Do not care about competitors do not care about your current performance other than trying to increase your performance. But stay with goals and systems and processes are what helps you avoiding getting derailed. He also, when talking about a YouTube content strategy, said it has to be publishing an ecosystem of content created and interlinked. It to achieve specific goals to give your content a purpose. Think of how your content works together. I think that's really critical because that's the way the algorithm works. If they see one video, but they don't find another interesting video to watch or you don't have similar videos of that. They're going to go elsewhere. Right? So I thought this is really you know, content should have a purpose. Yes. But how does all your content work together? This is critical for the YouTube algorithm. He also said that there's lots of analytics, he showed a screen of the different analytics that you can see within YouTube, there's dozens of categories, you don't need them all. You need views. Watch Time to get into the YouTube Partner Program revenue to grow financially new viewers for Channel growth Returning viewers for community. And there's other goals outside of that lead sales stay focused only on the metrics that matter. He also said that YouTube Analytics has an advanced mode. And in the advanced mode, you can create groups, and you can create groups for different sets of videos. So let's say you want to compare your livestream videos with new segments. With interviews with funny movies that you've done, you can create groups of these multiple video categories sets. And then you could see the metrics side by side really, really important as you ramp up on YouTube to understand what types of videos what formats of videos are working with arm because one of the really really strong takeaways from Vid Summit was you Need to have multiple formats in order to be successful, it's a be testing at scale. Once again, if you do this, then you'll be able to find groups that help you get new viewers. And you might find that other groups help you get more watch time and views in order to be able to apply to the YouTube Partner Program. So other ways of looking at once you have these groups of your videos, you can look at, obviously, the content formats that do well live versus video on demand, the traffic sources that each of the videos have for reach the thumbnail layout for CTR for click through rate based on if you're doing thumbnails differently for each group of content, call to action structures and placements, video length problems with discovery. So at the end, I know this is a lot. He said, plan your content with a 30 to 90 day view, give each piece of content a purpose, or goal and plug content into the schedule based on videos. Now, he said there's basically four different types of videos that you need. Now, if you remember from my Content Marketing World takeaways, Tim Schmoyer. And he was here I didn't get to see a session when he spoke about having three different types of videos. Nick spoke about having four different types, community videos, versus revenue generating videos versus growth videos, versus positioning videos versus lead gen videos, okay, yet five different types. And really, you know, give each of these a color and color code them in your calendar, right? So what are your top three goals in 90 days, build out a schedule, and group and compare your content based on goals. So the community are probably going to be live stream revenue might be viewing time in order to in order to get into the YouTube Partner Program growth might be those videos that can help you grow your channel. Positioning can be more of unique perspectives on your niche or showing your subject matter expertise. Lead Gen, you know, these might be affiliate marketing videos that you do, or collaboration videos that you do to try to get even more collaborations just as examples. So the important thing here is, and I say this a lot about blog categories for SEO, you need to categorize your content with YouTube. This might also be formats, you need to compare and see what's doing well, for what purpose, and you need to have a purpose driven content strategy. It's not just making random videos or using YouTube as just a place to archive all your videos. Right, which I think is what a lot of companies tend to do with YouTube, if you want to be serious about it. Hopefully, this advice from Nick made a lot of sense. All right, we are well, we're not in the homestretch yet. We then had airac airac is someone who started with less than 1000 followers. And I believe in two years, he has over a million followers. So he basically said there's three stages to your YouTube growth. And maybe I'll just only go through the first stage because the first stage is zero to a million. And with zero and a million, you gotta be passionate about making videos, right? And even if you got a company, you need to have people at your company that are passionate about making videos. He said what he did was or what his secret sauce, everybody has secret sauce. Everybody has something that differentiates themselves. You know, what resources do you have that no one else has? The resource that Eric had that made him successful it was that he was extremely resourceful, right? He didn't even have like video cameras, but he was a photographer. So we had photographs. He he actually shows what he had, right? He's single. He is an avid YouTube watcher. He had some cameras laying around the house. He had a skateboard. He lived in, I believe Atlanta, lived in a big city. And he was just resourceful. So he would do things like riding a skateboard across California or he found out that he lived near where Stranger Things was filmed. So he sneaked into the real Hawkins lab and did other things related to Stranger Things. He made a series about Logan Paul, he stayed on an island, live streaming for a few days until he hit 1 million subscribers. So he was resourceful with what he had. And he basically said, there's no excuse. You just need to find what you're resourceful at what you're good at what you have access to that no one else has, in many ways. For businesses, this is product. This is expertise. This is experience. And he said start with a commitment of 50 videos per year. All it takes is one video. And he shows how he went from nothing to something because one video gave him the momentum. So he says it's actually harder to go from zero subscribers to 1000. Then you go from one to 10,000 or even 10 to 100,000 there is a snowball effect assuming that you continue to make videos based on your successes of the one video And you need about 50 videos in order to find that one successful video. So, you know, as he was making his videos, he would say, Well, what videos? Did the audience enjoy the most? What videos? Did I enjoy the most? What videos built the brand in a way that I want my brand new built? What is the team I need to make this sustainable? And what videos can I create consistently? And by answering these questions, he was able to go above 1 million, because 1 million was all about the format. And I'm going to talk about this with a different speaker. And then after that, getting into even a bigger audience is mastering the craft. And, you know, I don't want to go into all the detail, I think the zero to 1 million is probably enough for 99%. of, you know, of my listeners. But you know, I will say that's he ended by this number of opportunity cost $55 million, I believe the opportunity cost of $55 million is the amount of money that YouTube is handing out to people based on ad revenue. So he said on YouTube, the most expensive thing you can possibly do is not upload videos, the opportunity cost is too large. Okay, here it is said Mr. Beast made $55 million last year. So it is costing you and me $55 million. When we don't upload because we miss out on that opportunity cost. He also gave a little bit of advice, that he has a strategy of one short for every two long form videos, he doesn't want to overload on shorts, it's hard to build an engaged audience with shorts, because they're flipping from one short to the other. So that was really good advice. And yeah, create 50 videos a year, get your reps in. He also said he'll spend four or five days creating one thumbnail, he normally creates five thumbnails, and we'll put them in priority order, start with one, if it doesn't hit a certain click through rate after a certain amount of time, he will go to the second. So really good, tactical and optimal advice. I think, you know, at this point, you can understand that there was a lot of, there's a lot of depth that goes in this a lot of analytics, a lot of really, really smart people that have done really, really well on YouTube that have just been really open and sharing their success with us. Alright, so I mentioned some metrics here. And there, there was a panel on data analytics content creators talking about what is the most important thing for their channel? In terms of the data? What should you analyze, you know, focus on where people fall off. So YouTube will provide you this information. He said, especially for shorts, it's really impactful to understand where people are falling off. And that can help you often find how to improve your videos. When you look at your demographics, the largest population on YouTube is 18 to 34. So see how they engage with your content? Obviously, you need a high click through rate. How many shares did you get in your first 24 hours is, you know, how many views Did you get a lot of there's some people that stressed the first 24 hours I think for shorts, for long form video, maybe not as important. One of the people on the panel said they had an old video from six years ago to had 1000 views. And then recently, they saw that it was now 300,000. So that's YouTube is its evergreen content has legs and at any point it can blow up. So see it all is a test. It is completely okay to go back, change the title, change the description, change the thumbnail, change the tags, to buddy gives you the tool to do that to a B test. You can actually delete a video, take out the best part and repost. So a little bit different with SEO on Google, you can republish blog content, you can republish the YouTube video, but you can delete it, and then repost it as a new video taken out the best part, which I thought was really interesting advice. If you are doing stories, you can take highperformance Instagram stories and make shorts and tick talks about it. But the most important metric, especially when it came to shorts, but with the emergence of tick tock or what have you average view duration. So because of the way that tick tock works are people sticking around for 100% of the video or not? Right, is going to be really, really important. And one of the panelists said, visa vie thumbnails, they have five different designers working on five different YouTube thumbnails for one video and swapping them out to find high click through rates. So don't be afraid to try new things. It's okay to be inspired by your competitors. The final note was perfect is boring. Being the authentic human being yourself is the most important thing to do. And I'm going to bring that up again with another speaker. As you can see, every one of these sessions was really gold. And my process here is really these are the notes that I took that I'm going into that I tried to only take notes that I thought were impactful. And by me creating this video it helps me II re summarize in my mind, what are the important points to go forward on? All right, next we had dar man who has done D H AR, ma Nn. And one of his slides, visa vie perfect is boring. He had a quote, Perfection is the enemy of progress might have been, Orson Welles not sure he has a picture of a guy who said it looks like Orson Welles. But you don't need to be perfect is the key thing. Also, don't be afraid to experiment. He talks about how he had these two videos that did really, really well. They got like, you know, a million views to earn 1000 views. Stop doubting yourself to your abilities. Let's see what this one was before deciding to give up on all your goals was another one. And then he created one with a different color, thumbnail. With kids make fun of boy with autism. This video ended up getting 56 million views. Basically, you know, 40 to 50, ext all of his previous videos from an experiment that he did a different type of video, different color, thumbnail, what have you. He also experimented with having its content in different languages. And I'm going to talk about the globalization of content at the very end. But he also talked about scaling. So where Nick Nimman talked about processes. Dhar talked about scalability, and removing yourself from the processes basically to scale focus on the two Ps, peoples and process. So he showed a chart of his organization started with him alone. Now he has like 100 of people for hate. And the most successful YouTube channels have pulled themselves out of a lot of the content creation, right. And if you're a business, obviously, you want to focus on your business and you want to hire out as well. He brought up the same hierarchy of needs that Derral Eve's brought up to talk about retaining longer term talent to make them a part of your organization. And he gave a quote from Steve Jobs, when he went out to hire the then CEO of Pepsi. He said, Do you want to sell sugar water all your life? Or do you want to come with me and change the world? So having a company mission statement, I'm actually gonna be speaking on employer branding. And this is another you know, how do you build a culture with a mission statement and values to really rally all of your troops. And then you know, he showed what was his production workflow. So in video, it's ideation to pre production, to production to post production, he showed 20 Different things that he did. As part of a production workflow. If you are curious, as you might be, ideation went from idea to outline, rough script, final Script, Script breakdown, YouTubers are scripting out their content, right? pre production with scheduling casting, if they need to hire outside people, locations, studios, right prompts, set set deck, deciding on where to have your set, or deciding on the final set. Okay, production, the crew, the equipment, makeup, wardrobe, prep, actually shooting, and then post production first edit color music, visual effects, final video, that's 20 different things. And basically, eliminate yourself from every task possible. without sacrificing quality today, of those 20 things he only focuses on four things, the ideation the very beginning, the idea the outline, the rough script, and then the very end the final video. So basically said choose the best areas for you to focus your time and outsource the rest. Steve Jobs focused on marketing. Zuckerberg focused on code. Buffett focused on investments Musk focused on product as a CEO, you have to be involved in everything, but focus your energy on your strengths as a creator, the more you can focus on ideas, the better. So for him, he spends about four hours in a video one hour of IDEA ideating outlining two hours editing the script, a half an hour working on the thumbnail half an hour final review. And he says the number is adjusting but he's trying to spend more time on the ideation outline that seems to pay off better getting it right up front. So just some ideas as you want to scale and hire experts as you should. These are the things that you want to think about. All right. For more to go, I hope you're enjoying this. This is going to be another podcast episode The 60 may outstripped My Content Marketing World takeaways is the longest podcast maybe had to press pause a few times. But we're gonna keep going here. And by the way, yes, I am actually recording this nonstop. Believe it or not, it is nonstop. Alright, I'm gonna keep going. I should do a live stream one of these if you don't believe me. I'm gonna take a sip of coffee if you don't believe me because my throat starts to get a little dry here. All right. So there are actually two YouTube employees that spoke, Rene Richie and David Rosenstein on YouTube shorts monetization. So YouTube over the last week announced several new things, they announced a lower tier for the YouTube Partner Program, a non monetization tier. That gives you some community benefits and some other benefits. Even if you haven't monetized yet, which some of them which I have access to, they have a new YouTube Partner Program for shorts, you still need 1000 subscribers. And now instead of 40,000 hours, over 365 days, it's 10 million viewers, over 90 days, they now have short library music, and they are going to be introducing creator music for long form video for rev share. So you're going to be able to go into a creator music store, and actually purchase famous music from famous record labels that you can use in your videos, which is really, really cool. So I'm not going to go into all of this. But they did say that when it comes to YouTube shorts, it is incredibly important for discoverability. And therefore, they want to see us do both long form and short form in the same channel. And YouTube is going to be making changes into how your channel looks to have a more integrated experience of long and short form. But if your audience for your short form is completely different than for your long form it so create a create a channel just devoted or dedicated on shorts. He also said that shorts are a great way to test the ideas. And they were really passionate that shorts almost feel like feels like the beginning of YouTube again for them. They also want to remind you, this is a great quote, the algorithm is the audience, please satisfy your audience. And it will satisfy the algorithm. And their final quote, YouTube only succeeds when its users succeeds. This is something when I went to Facebook, I realized, believe it or not, they are a user first social network, how well they've delivered on that's another story, but I think YouTube has really been delivering on that and really, you know, inviting and giving creators opportunities that other social networks have not. Alright, three more to go. And these might have been the best. So we get the John yo che. He has worked both at YouTube and Instagram. He talked about creating your flywheel. And the flywheel concept is basically Disney. Right Disney started with basically short videos in front of movies back in the heydays. It went into movies, you went into TV with a channel, then it has Disney plus, it has Disney music. It has merchandising licensing. They have a creative talent, studio, theatrical films, you have Disneyland Disney World, they have publications, which is Walt Disney magazine, comic strips, I mean, and all of this sort of feeds on each other, right? When you do one or you consume one, or engage at one, it builds up your interest in engaging with the other parts. So he was encouraging us as content creators, once again, that this was more of a content creator focused presentation, although there are takeaways for businesses as well, that create content. And when you create content, there's opportunities to monetize that. As you get more money, you build a team expand the company, you build momentum. And the opportunities increase as the momentum builds. It's this flight wheel concept. So the very beginning of this presentation, I talked about the different monetization or the very beginning of the episode, I talked about the different monetization opportunities. He said as you grow your revenue opportunities expand as well I have seen this as a solopreneur being very active in social ad revenue, additional content channels, which give you additional ad revenue brand deals, influencer marketing, merch, events like speaking, but it can also be other types of events, consumer products, this is Mr. Beast with his beast burger, subscription revenue, both on YouTube as well as membership sites, books, and true speaking events, music and licensing fees if that's what you do, and even agency management, being able to manage others so you know, he gave the example Mr. Beast and when you create a consumer product, like a beef burger, then people start to talk about the Mr. Beast restaurant people start to publish content about that you can see how that accelerates the brand awareness of not just his product, but also him and he can now create content on his YouTube channel he can monetize but also promote the Mr. Beast burger so you can see how it sort of lens you know how lens on each other So John also went into talking about how he back in September of 2021, had 172 followers on Tiktok. He was already verified on Instagram at 37,000 followers. And he already had 10,000 subscribers in his YouTube, but in a year, he's gone from 10,000 to 66,000 subscribers on YouTube, he's gone from 172 followers on Tiktok to 67,000. Followers, and Instagram, he's only he hasn't even double, he's only got 64,000. So in a year, you can have massive growth kita massive growth is actually the content. But there's more to it than just that. So he shows how really, he's seen his growth over the last two months. And when growth comes in these channels, the last two months, he's had 1.7 million views per day, across all these different channels, YouTube Tiktok, Instagram, Snapchat, he actually has an approved show they're created. And he is a LinkedIn top voice for the Creator economy. But this is really the the big takeaway from his presentation that I think has really can be really impactful if you can pull this off, might be easier for a person than a business to do this. But I believe businesses can and should do this. So he brought up the case study of James Corden, who is a British comedian, late night show talk host verson versus Stephen Colbert, who is similar American well established. James Corden in the American market, and on YouTube was someone who joined later. And John played a interview that's cordon had with Howard Stern. And he said, anybody can do a talk show, referring to Colbert, I do a variety show. And this was the takeaway, and I'm gonna go into further depth on this. Colbert is a talk show, which relies on few formats, and it's filmed in the same place. Coordinate is a variety show. He experiments with many formats, and he films in different places. So if you were to analyze what Colbert does, you go to his YouTube channel. This is John analyzed it. It's everything is shot in the same place. He has monologues, he has desk bits, he has interviews, he has musical acts. And it's a repetition of these four formats. But if you were to look at what James Corden does, on his channel, you'll notice he does carpool car, okay? He does spill your guts, crosswalk musicals, drop the mic riff off, flinch, face your mother. And the key here is that the more formats you have, the more hooks there are for different people that resonate with different content. And ultimately, the more Watts time you're going to get and you're going to feed the audience which feeds the algorithm, right. So once again, he showed his own stats, where he started with a talk show format, and when he went, this is John O'Shea to a variety show format. That was the tipping point. That is when he saw this incredible growth. So he said create content like Cordon, not Colbert, and basically answer this question, what would a variety show about insert your new tear look like? He also said that you can easily repurpose these in classic formats and in new formats. So what he ended up doing was creators versus celebrities like going out on the street and saying, Hey, which of these two people are famous and people saying that Logan Paul was way more famous than a famous actor like Bill Murray, he would do creator office hours. I think these are responding to comments on his Tik Tok. He would do crater tutorials. He did want to know how to how to clone yourself, which is really, really cool. And all of these did tremendously. Well. The clone yourself tutorial only had 30,000 views. But when he did the craters versus celebrities, it had 11 million views. So that told him he should double down on that. So he Now similar to Corden. He has his craters versus celebrities crater office hours, crater stories, crater interviews, who's that creator tutorials. Now he's going to do two new formats. One is creative versus brand. The other was draw your income. So he was saying you need to put a ton of stuff out there in a variety of formats to try to figure out which can work he also talked about that to buddy presentation, that crater economy 2.0 is coming there will be predictive analytics that will help predict audience retention before hitting the publish button so it will get easier, but trust the process. Some formats will work. Others will bomb and that's okay. Finally, similar Nick Nimman. He also talked about the process of batch production. He challenged you to say can you film at least three shorts in one hour and Not the ideation and the script creation, but the actual filming. That's what you need to do. And he gave some ideas turn a stat into a story, right? Have a dialogue, not a monologue. And you don't need to change up the format. Once you get it down make minor not major changes to what you do. Or I should say, make minor not major changes, not just to what you do, but innovate and what is already out there not making major changes, right, but minor changes. How do you involve the subscriber, right? That is the dialogue, not monologue that that was excellent. So marry a niche, but varier format, he also said, you can compile short forms and outtakes and create long form content out of them. He has said Look, you're not too late. It's not too crowded. And he finally said, for the crater economy, the three key tools that every one of us needs. Number one is to buddy number two is Fiverr. I'm a big fan of Fiverr as well go to Neal schaffer.com/f. I ve RR for a special deal there and then stir, which I believe is an influencer platform, which is for YouTube creators, which matches them with brands and which matches YouTube creators with each other. That's S T ir. So there you go. That was really, really powerful. John, I thank you for those. And I hope that you make use of what he was able to do. Or I should say make use of what he was able to teach us sorry, when you talk for an hour, you start to start your mind starts to veer off a little bit. Hey, hang in there, two more presentations to go. And once again, incredible content here. Then we had Nene Eman and Daniel batalla. These are two YouTube experts that came together for a really, really impactful and probably the most tactical and actionable session. So and they delivered on their promise, just like a YouTube video. First slide was what you will learn specific strategies to influence viewers in a way that will trigger YouTube to show your videos to more people. That may sound impossible, but hear me out. That's exactly what they taught us. And when I'm going to share with you what they taught me, they started with saying, hey, you need a storefront. They talk about stores like Bed Bath and Beyond. They spend a lot on trying to decide how they want their storefront to look and feel to invite people in. Every YouTube channel has a storefront. A good storefront can improve user experience and improve the algorithm. So your storefront should have a value proposition that's easy to understand. Why should they watch your video compared to others. And in fact, they repeated that the vast majority of YouTube views don't come from search. They come from recommendations like browse what you see on the homepage, you're competing against, you know, seven or 11 other videos that are doing really well that have 1000s if not millions of views based on your thumbnail and your title. That is what you need to do better on. So your video must speak to your value proposition. What is your video about? Who is your target audience? Why should they watch. And really, this begins with the image that you put at the very top of your channel. So remove things that distract from your value proposition like Twitter icons, they showed an example of someone else, I won't I won't go into the name of that channel, but it was not doing very well because it was very confusing. So remove things that distract from your proposition, your value proposition that as the channel name should guide you and what it's about the channel art should tell you what everything is about. So they show an example of hey, here's a channel we created called 20 minute meals. And then the art at the top the cover art 20 Minute Meals fast and easy recipes for everyone. Sounds awesome, right? Really clear as to what the channel is about who's it for, and why you should watch. So the next thing is at the very top, there's featured content. And hopefully you know this but in your featured content, you can edit this right within YouTube, you can have different content for new people then versus people that are already subscribed. So give people that already subscribed, maybe a your newest video, maybe they haven't seen it yet. And then for those not subscribed, go in your analytics past 90 days and choose a high conversion metric whether it's most watch time most that convergently subscribers and put that video up there. And then for your current subscribers change that video every time we upload a new video. So this made a lot of sense, but it really the gold is what they talked about here. Okay. At the very beginning of your channel, you normally show uploads and they say let's replace uploads with a custom playlist. Now it's the playlist as that gets suggested through search and browse, so treat a playlist treat playlist titles like you do video titles. So they created this playlist that they're gonna put at the very top, should you scroll down quick and delicious chicken dinner recipes, they decided that these were their most successful videos were about chicken. And they described it by saying, looking for fast and easy, 20 minute chicken recipes that anyone can make start here. Once again, clear title, clear description. Now, they found that one change in one video, tripled the views of it by and they did this by creating a playlist and moving that video to the first position of the playlist on the top page. Now, they also had a really funny comment, which is don't be an asshole. This is a G rated podcast, don't be an article meaning don't ask the people to do too many things. Only ask people to watch the next video. Y