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Как ЗАРАБАТЫВАТЬ МНОГО с помощью РИЛС и как научиться делать короткий контент? Анастасия Грейт — Transcript

by Кристина Мединская | ИЗВИНИТЕ, ВЫРВАЛОСЬ · 10,531 words · 1,605 segments · language en · Watch on YouTube

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0:00You're on the channel—excuse me, that
0:02slipped out—and today we're going to
0:03talk about money, but from an unusual
0:05angle. In the second quarter of '26,
0:07the company META, which is banned in
0:09the Russian Federation, received 61
0:12almost a billion in revenue in 3 months
0:15. That is a lot. And that's excluding
0:18Russia, by the way. And so the phrase
0:20that Instagram fights for our attention
0:22is no longer some kind of metaphor, but
0:24practically a business model. And today
0:27we're going to talk to a person who
0:29makes money by understanding how human
0:31attention works. Anastasia Great.
0:34Anastasia Great, an expert in
0:36short-form content. In one year, she
0:39gained 150,000 subscribers on her blog
0:41from scratch and earned 1 million
0:42dollars. You create short-form content.
0:45I want to start with that right away.
0:47Let's not look too far.
0:49>> Here is one of your Reels that got a
0:52lot
0:53>> of views. A mill-
0:54>> a million. Now, in a minute, I'll show
0:57you how easy it is to fall into a trap.
1:00Choose an apple quickly and without
1:01thinking. 95%will choose the red one.
1:05Because in this video, I did everything
1:07to make you choose exactly that one.
1:09>> Tell me, please, Nastya, what is the
1:11trick behind this video?
1:14>> Do you mean from the perspective of
1:16money, views, or the audience?
1:18>> Tell me about everything. Let's go in
1:19order.
1:20>> Let's go in order. From the perspective
1:22of money, in order for us to make money
1:24, in order for us to move people
1:26further into our products and services,
1:28we need to make a relevant video. What
1:30is a relevant video? It's one that
1:32speaks directly about our topic. But we
1:35have a dilemma here. If we talk
1:37directly about our topic, but our topic
1:39is narrow—for example, my topic is
1:40earning money through Reels. It's a
1:42very narrow topic. Very few people in
1:44general understand what that is,
1:46understand how one can earn money there
1:47, and so on. Accordingly, if I only
1:50talk about that, I'll get 1,000 views,
1:52two and a half people will enter my
1:54funnel, and zero will buy. Well,
1:57relatively speaking, even if we're not
1:58talking about some funnels and so on,
2:00only 100 people will physically see me.
2:02Naturally, not many people will buy
2:04from me. Thus, my task is to reach as
2:06many people as possible. Accordingly,
2:09we need to go beyond the scope of our
2:11topic, but not by just filming memes
2:12and humor, but by doing it beautifully
2:14and interestingly. Accordingly, my task
2:17was to attract an audience specifically
2:20to this topic—the topic that it's
2:22possible to earn money through
2:24Instagram, to earn money from, as you
2:26say, attention tricks, by capturing
2:28attention and directing it where we
2:30need it. And, accordingly, my task was
2:33exactly that. I captured attention.
2:37>> So, I think, okay, how do I show this?
2:40There’s this trick in Reels: don’t
2:43tell, show. I mean, you can talk all
2:46you want. "Here are five ways to grab
2:48attention in Reels." Number one. Or you
2:51can just take an example and show it.
2:54There’s one human trait: people love
2:56to feel chosen. That’s what all
2:59movies and series are based on, like
3:01Harry Potter, right? The chosen boy who
3:04lived, and so on. And, of course,
3:06marketing is built on that, too. All
3:08premium products, Gucci, Louis Vuitton,
3:11and so on—they are all built on
3:14making a person feel chosen, special,
3:16unique like that. So, I visually
3:20demonstrated this example and combined
3:22it with the tests that are very popular
3:25in Reels. You've probably seen them: "
3:27Pick a picture, what do you see, and it
3:29will define your personality." I
3:32combined that, showing visually how
3:35people perceive themselves as special.
3:38And so I caught them in a kind of trap
3:40with these apples. "
3:42>> Well, if you chose the green apple,
3:44congratulations, you have a rare type
3:46of thinking and great potential for
3:48wealth.""Want to know how to realize it
3:51?" That’s it. And so, you grabbed
3:53attention by first showing objects,
3:56then bringing in the sense of being
3:58chosen. But what’s next? Next, you
4:01need to trigger emotions. And the
4:02reason you watched to the end is that
4:04it doesn’t matter if you chose the
4:06green apple or the red one. That is the
4:07essence of the video. No matter what
4:09you chose, you’ll still watch it to
4:10the end. If you chose the red one,
4:12you’ll be indignant. "What is this?""
4:14I’m not in that top 5%?" I’ll write
4:17in the comments, and everyone else will
4:19too. Actually, if you want to
4:21understand why a video went viral,
4:22check the comments. If you look at the
4:25comments, everyone is saying: "I chose
4:28the green apple because I like it, not
4:30because you told me anything.""I chose
4:33the red apple because I just love it.""
4:36I just like it.""It’s just sweet."
4:38And, accordingly, well, that’s the
4:40trick. That’s the trick: some people
4:44start writing disagreements in the
4:47comments, some people admire it and get
4:49the whole gimmick saying it’s cool,
4:52and some people move on to the funnel I
4:55built to understand how I did it and
4:57how I turn these attention-grabbing
5:00tricks into money. Because the ending
5:03of this reel is essentially: if you
5:05want to know how to monetize this, how
5:07I turn attention into money, read the
5:09description. And in the description,
5:11there is a funnel transition.
5:12>> Well, that turns out to be manipulation
5:14. We are manipulating human attention.
5:17>> Well, in fact, yes, people perceive the
5:20word "manipulation" very negatively,
5:22even though in reality there is nothing
5:24terrible about it. There is
5:26manipulation for good, manipulation for
5:28harm, and so on. But we all manipulate,
5:30we all manipulate in life, in
5:32relationships, and so on. It is normal;
5:34it is our human nature. But in fact,
5:36yes, because attention, one way or
5:38another, is money now. If you cannot
5:40capture attention, if you are not seen,
5:42if they don't listen to you to the end,
5:45then people simply won't reach your
5:47offer, your services, and products.
5:49They just won't watch until the end.
5:51>> Let's talk and analyze how to capture
5:53that very attention. Today, when a huge
5:56number of people, platforms, I don't
5:58know, even Wildberries are fighting for
6:00our attention with their notifications,
6:03discounts, sales, and so on. Well,
6:05actually, this is a very big,
6:07voluminous, deep question. Let's just
6:09analyze it from one angle so that it
6:11works.
6:11>> Well, from the content side.
6:12>> The question, probably the most basic
6:14one, is to figure it out. The goal—
6:16for what?
6:16>> Do you hear? I am a simple person. For
6:18money. Well, let's talk about regular
6:20human women. First and foremost, it is
6:22women who watch me.
6:23>> Human women.
6:26>> And girls, on one hand, can command
6:28attention with their figure, their butt
6:31, and so on. By the way, I strongly
6:35advise against it if you are a woman,
6:37if you are an expert, if you want to
6:39sell your services and this is not
6:41OnlyFans, why on earth show off your
6:43figure?
6:44>> So how do you capture attention, where
6:46should experts and entrepreneurs start
6:48if you want money and clients?
6:51>> Where to start? The first thing is
6:52probably to determine whether you have
6:54a broad or a narrow topic, because
6:55these are two absolutely different
6:57strategies. What is a broad or narrow
6:59topic? It is whether it is
7:00understandable to regular people or not
7:02. For example, if you enter a subway
7:05car and say: "Transformational game
7:07Lila." Who wants it?
7:10>> For free, well, about zero people in
7:12the subway car will understand what
7:14that is. That means it is a narrow
7:17topic. That's it. If we go into a
7:19subway car and say, for example, do you
7:22want to lose weight in 5 days? Everyone
7:24says: "Oh, I want that, great, let's do
7:26it." That's it. And, accordingly, you
7:28need to understand whether you are
7:29operating in a narrow topic or in a
7:30broad topic. If you are working in a
7:33broad niche—for example, if you are
7:35doing something related to the body,
7:37weight loss, fitness, health,
7:39psychology, clothing, or beauty—these
7:41are very broad topics that are
7:42generally understood by everyone, so
7:44when you enter these broad topics, it
7:46is much easier to promote yourself. If
7:49you are in a narrow niche, like me for
7:51example, everything related to
7:53marketing—it is all narrow. It is
7:55very narrow because there are very few
7:57people who are engaged in business. So,
7:59one needs to understand here, again,
8:01many people think their topic is narrow
8:03or broad. Perhaps describe your client:
8:06what must they understand in order to
8:08come to you? For a client to come to me
8:10, they need to understand that you can
8:13earn money from Reels, that you can
8:16film Reels, be a blogger, talk about
8:18your topics, and sell your products. I
8:21mean, there are quite a few steps up
8:24the ladder, yes, the hunt steps they
8:26have to take to come to me. Accordingly
8:28, this is a narrow niche, and we have a
8:30completely different strategy than in
8:31broad niches. In broad niches, it
8:33happens that you can get 100,000
8:35subscribers in a month. For example, I
8:37had a student who is a psychologist,
8:39and he did it in a month; this was
8:41recent, not 3 years ago when it was
8:42very easy. We do have cases of 100,000
8:45subscribers in a month, but
8:47nevertheless, he is still a
8:48psychologist, and he started a new
8:49account because his old one was blocked
8:51. From zero, he gained 100,000 in a
8:54month. Listen, content promotion for
8:56psychologists is very interesting. For
8:59me, these are the hardest clients,
9:00because
9:01>> the hardest ones are...they are the
9:03ones—well, it is easiest to gain in
9:05the field of psychology, in the field
9:07of psychology, fitness, and health.
9:10These are the three topics that are,
9:12well, the simplest to gain in. And for
9:15me, it is really hard because they...no
9:16, excuse me, that is ethics, I cannot
9:18do that, I don't use those words,
9:20Kristina. In fact, they are sitting on
9:23a sack of money, right on a huge sack
9:25of money. Because to get views, quality
9:28targeted views for those people who
9:30truly suffer from abuse in
9:32relationships, from low self-esteem,
9:35from a girl being unable to lose weight
9:38, yes, or some health problems. Well,
9:40that is just how it is. But at the same
9:43time, because of their own fears, they
9:45cannot get into this, because they feel
9:47they have to be deep, they have to talk
9:49about super-deep topics. You can't just
9:52go into common topics like how to lose
9:54weight or common topics like signs that
9:55a man will cheat on you.
9:58>> Even though this topic could get 5
10:00million views, psychologists just can't
10:02bring themselves to film it for their
10:04own reasons, but that doesn't mean
10:06they're physically unable to do it.
10:10Listen, don't you get the feeling that
10:11this whole theme—you know, five signs
10:13of a narcissist, red flags, signs a man
10:15is cheating on you? Don't you get the
10:17feeling that people are sick of these
10:18topics and no one is watching them
10:20anymore?
10:20>> It depends on how you present it. I
10:22mean, the important thing here isn't
10:24the Reel itself from start to finish,
10:26word for word, but the topic itself.
10:28Have women become more confident that a
10:31man won't cheat on them?
10:33>> Well, no, of course not.
10:34>> No. So, the topic is still relevant.
10:35That's it. The only question is, how do
10:37you present it? And all these "I'll
10:38tell you five reasons why..." That
10:39doesn't really work anymore,
10:40>> does it? It doesn't really work that
10:42well anymore. But if we just approach
10:44this topic and share some non-banal
10:46information—well, for example, videos
10:49where we say "five signs he's cheating"
10:51don't really perform well. "If he has a
10:55girl as a friend, sign number one.""
10:59Sign number two, if he's glued to his
11:01phone.""Sign number three, if he takes
11:03a long time to reply to your messages."
11:06I mean, those are super banal; you
11:08don't want to save them, you don't want
11:09to discuss them in the comments. So, of
11:11course, people are tired of that. And
11:14why? Because there's been way too much
11:16of it. But if we share some non-banal
11:18information, some non-obvious sign, or
11:21analyze it through the example of a
11:23recent movie...
11:25>> So, how should we capture the viewer's
11:27attention today? The topic.
11:30>> Yes, the very first thing is still the
11:32topic. We need to understand if our
11:33topic is niche or broad. If it's a
11:35broad topic, everything is clear; we go
11:37into Reels and we understand what
11:38people are actually watching. And it's
11:40not about copying word for word, it's
11:42about seeing that, yeah, these kinds of
11:43videos get views. While videos about,
11:45say, signs of narcissistic trauma don't
11:48really get many. Five schizophrenogenic
11:50patterns probably won't get many views,
11:53but everything related to relationships
11:55, sex, cheating, self-esteem, and so on
11:57—that will get views. And we just go
12:00in and look, we basically map out the
12:02interests of what people are really
12:04watching. And here, it's very important
12:07to turn off that filter. "I like this,
12:09I don't like that.""I wouldn't watch
12:11something like that." Honestly, nobody
12:12cares about your interests.
12:14>> That’s my favorite part. You're
12:16saying this because when experts come
12:18to me to do YouTube, they all tell me:
12:20"Sorry, this content isn't on my level,
12:22the wrong people will show up." I say:
12:25"How do you think it works, do you
12:26think there's someone in the algorithms
12:28holding a sign? 'Those earning a
12:29million, go here, and you, go there'?"
12:32>> The catch is that your actual target
12:34audience, the one you think you have,
12:36is in fact word-of-mouth clients who
12:39aren't even physically on Instagram.
12:42And you think these people are on Reels
12:44, so you target your content toward
12:47them. But that's not the case. You
12:49actually need to rewind a few steps and
12:51think about why they even decided to go
12:54into therapy in the first place. And
12:57why should they even decide that? They
13:01have to come to that realization, so
13:03you rewind, go out to a broad audience
13:05that isn't like that, and start
13:07educating them—basically, warming
13:10them up—so that they eventually come
13:12to you. That is
13:14>> That's an interesting story about a
13:16broad audience, because I constantly
13:18hear, "I don't need 100,000, I just
13:19need my own."
13:21>> Is that realistic here?
13:23>> No, no, it's not realistic.
13:24>> God, thank you. Nastya, thank you.
13:27>> If you want clients for free, no, it's
13:29not realistic. If you want to pay for
13:32them, like running targeted ads, paid
13:34promos, and so on, and searching for
13:36them in every nook and cranny, sure,
13:38but it’s much easier—much easier—
13:40to reach a large volume, warm people up
13:42, and explain how your method works and
13:43how you can solve their problem. A
13:46portion of that large volume will
13:48convert to you and buy. This is all a
13:50controllable process. But that "I’ll
13:54reach 100 such people and someone will
13:56eventually buy" approach? That’s an
13:59uncontrollable process. Therefore, if
14:01we want to turn Instagram into a
14:02business, we follow this model. We
14:05capture attention, we attract a broad
14:07audience, we explain the things they
14:09need to understand in order to come to
14:11you, and they come to you. That’s it.
14:15We’ll get to content as a business
14:17soon. Right now, I want to understand
14:19how you find topics. Like, what
14:21algorithms do you use? My topic happens
14:23to be narrow. Accordingly, my strategy
14:26for a narrow audience and a narrow
14:28topic is that we have to expand. So,
14:30how does that work? For instance, my
14:33topic is earning money through Reels,
14:35right? Meaning when we sell our
14:37services or products through Reels. A
14:39very narrow topic. So not everyone even
14:41understands that this exists. And I
14:43think, okay, how can I go broader,
14:45because if I do it like this, I’ll
14:47get 100 views, and nothing good will
14:49come of it. No sales, no popularity,
14:51well, it just won’t end in anything.
14:53Accordingly, I need to get views, but
14:56not go into psychology, or topics like
14:58cheating, but still stay somewhere near
15:01my topic. And I think: "Okay, we do
15:03this in the game as an unpacking, that
15:05is, we understand, what are we even
15:07about?" For example, a business
15:09psychologist comes, and she's like: "
15:10What should I film?" And everyone, the
15:12mentors, they're all like: "A business
15:14psychologist, what is that?" But as
15:16soon as she unpacks a bit, a business
15:18psychologist is for whom? It’s for
15:19entrepreneurs. Okay, what are their
15:21problems, the entrepreneurs '? What
15:23does she solve? Let’s say, and we
15:25reach problems within the team.
15:27Problems in the team, conflicts.
15:29Conflict is interaction. Conflict is
15:31communication. How to communicate with
15:33a boss? How to tell a boss: "Get lost,
15:36but in corporate speak," right? How to
15:38defend your boundaries? And so on.
15:40There are tons of topics to be found
15:42when you look broader than your own
15:45topic. That is, you look at your topic
15:47through the eyes of a broad audience.
15:50Meaning, how can you physically help
15:52them? Well, how? What interests can you
15:55tap into? It’s the same for me.
15:57Earnings on Instagram. Okay, we look at
16:01what that is. It’s capturing
16:03attention. Okay. Attention,
16:04manipulation, tricks, stunts, that
16:07whole topic. I can go into that, like I
16:10did with the apples, and then
16:12transition people, showing how it works
16:15further and how to use it to earn money
16:17and so on. And then there’s the
16:20funnel topic, right, how it's built,
16:22through what content they get warmed up
16:24. Then I can go into sales, because
16:27sales via Reels. Remove Reels, sales
16:30are already broader. Sales are what?
16:32Sales are communication, once again,
16:33with people. Sales are expensive, not
16:35expensive. What does a broad audience
16:37face when they are told: "It's
16:39expensive." And if you go and do
16:41research on Reels, what’s popular in
16:43the sales niche, the very first topic
16:45is "expensive, not expensive," how to
16:47handle the "it's too expensive"
16:49objection. Why is this interesting? Why
16:52is it popular? Because a huge number of
16:54people face it. So, girls who sell
16:58nails, manicures, eyebrows, just
17:00regular people, they still encounter
17:02this when they're told: "Too expensive.
17:04" And they feel some strange emotions
17:07there. I also have a Reel that blew up
17:09precisely about the "too expensive"
17:11objection. But then again, I haven't
17:13mentioned here that everyone is tired
17:15of the same old type of content. Okay,
17:19step into this topic, a popular, broad
17:21topic, and say something of your own. I
17:24said my piece, that the most correct
17:25answer to the "too expensive" objection
17:27. You need to understand that a person
17:30who doesn't have the money to buy your
17:32service will first ask for an
17:33installment plan or a discount, or say
17:35that they can't afford it right now.
17:38But when a person says it's too
17:39expensive, it means they don't
17:41understand what they're paying for at
17:42all, and in this way, they are
17:44devaluing you. Accordingly, the only
17:46correct answer to "too expensive" is "
17:49all the best." That's it.
17:51>> Reasonable.
17:52>> Reasonable. I mean, it's interesting.
17:54It’s not like everyone else’s.
17:55It’s unusual. And it evokes certain
17:57emotions, right, and consequently,
17:59people want to learn a little more,
18:01follow me, and so on. And overall,
18:04conversion to followers is influenced
18:06by how interesting your video is in
18:08terms of what you say, ah, some
18:10interesting, unique information. But
18:12this doesn't mean the topic has to be
18:14unique as well. On the contrary, the
18:16topic should actually be super
18:17mainstream, super understandable for
18:19everyone, and super triggering. But
18:20what you say within that, that’s what
18:22needs to be interesting. But how do you
18:25speak in a way that people watch until
18:27the end? After all, retention is the
18:29metric that is highly valued on
18:31Instagram right now, just like on
18:33YouTube.
18:34>> In reality, there is a huge number of
18:36factors that specifically influence
18:38retention. Well, the very first, the
18:40most obvious one, is, of course, the
18:41script. No matter how beautifully we
18:44dress up, style our hair, or put on
18:46makeup. I know this is a huge obstacle
18:48for all women when it comes to filming
18:50Reels. I also didn't film Reels for a
18:52huge amount of time because I was too
18:54lazy to do my makeup, dress up, and all
18:55that in front of the camera every
18:56single time. But nevertheless, even if
19:00we dress up super beautifully in a
19:01super beautiful location, something
19:03very cinematic, Instagram-worthy, and
19:05so on, if we tell the story
19:06uninterestingly, repeating this banal
19:08information, people won't watch us.
19:10That's all. And the very first thing
19:12you need to work on, of course, is the
19:13script. That is, what we say inside,
19:15where we grabbed attention, exactly
19:17what we used to grab it, what our
19:19intrigue is built on, signs that he is
19:21cheating. Okay, so these are four signs
19:24, and people will listen to the end to
19:26find out what that fourth sign is, what
19:28the most important one is, and so on.
19:30Again, as soon as we state some banal
19:32information in the first sign that
19:34we've already heard 500,000 times,
19:36they'll close it. And not because we
19:39manipulated them or didn't, but because
19:41we just stupidly said something that
19:43everyone already knows.
19:44>> Or a generic phrase.
19:45>> Or some kind of general phrase.
19:46>> or: "Hi, I'm Kristina, today I'll talk
19:49about
19:50>> and then:" Why aren't people watching
19:52me? "Yeah, yeah.
19:53>> Listen, it's interesting about the
19:54image. You said to wear makeup and be
19:56in a beautiful location. Does that
19:57really still have an effect today? I
19:59mean, I generally create content; for
20:00example, I have a Reel that blew up to
20:02like 900-something thousand views. I
20:04filmed it right after putting my son to
20:06bed, when I saw the news. While I was
20:08putting him down, [I saw] that Nurlan
20:09Saburov said something. I thought to
20:10myself:" I don't give a damn how I look
20:12. "I put on a hoodie because my shirt
20:15was already wrinkled. I recorded it in
20:173 seconds, just scribbling down a
20:19script. And it took off because it was
20:21a trigger topic. Have you already heard
20:23what Nurlan Saburov said before he was
20:25detained?
20:25>> Recently they wanted to kick me out of
20:28Russia, however...[incoherent]. for
20:30context. Nurlan, a citizen of
20:32Kazakhstan, earns money in Russia and
20:34from a Russian-speaking audience.
20:36>> Look, there's currently hype around the
20:38idea that, on the contrary, the more
20:40natural you are—the more you're there
20:43without makeup, with messy hair,
20:45looking unkempt, etc.—the more views
20:47you get. In reality, no. The visuals
20:49don't influence views as much as they
20:51influence conversion. First into
20:53subscriptions, second into sales.
20:56>> Ooh. Inti, tell me more.
20:58>> Why? Because conversion into a
21:01subscription happens when we don't just
21:03see interesting information from a
21:05person, but when we also read their
21:07image. Who is this person? Take
21:10Natabaeva, for example, who you like;
21:13she has the" everyman "and" sage "
21:15archetypes.
21:17>> Meaning she intentionally looks a bit
21:19disheveled:" Would you pay 60,000 for
21:21the opportunity to shovel? "And
21:24why not? I'm bringing you a new
21:26cultural phenomenon. It's called the
21:28premiumization of suffering.
21:29>> Why? Because it reads as a specific
21:32character. But then we add the sage,
21:34where she speaks clearly, laying
21:35everything out point by point,
21:37everything in its place. And that
21:39creates dissonance, because we think
21:41that a person who lays everything out
21:44is, well, like a professor,
21:46>> right? And here she is in some t-shirt
21:48and so on. And this creates a bit of a
21:50paradigm shift. And we find it
21:52interesting. And accordingly, we
21:54subscribe to her not so much for the
21:56information, although the information
21:58is cool too, but because of the image,
22:00because it raises questions in general.
22:03A person watches, if we summarize it in
22:04general terms, a person watches as long
22:06as they have a question. That's it, a
22:08question in the mind. I mean, if we
22:11watch any movie that is very
22:13interesting, you stop exactly in the
22:15middle and ask yourself:" What
22:16questions do you have? "There are a
22:19million of them, why did he do that?
22:21What will happen? What will happen in
22:23the end? Will he survive or not? Will
22:25Frodo reach the place and throw the
22:27ring, will they destroy Mordor, will
22:30Harry Potter destroy Voldemort, and so
22:32on. There's a huge number of questions
22:35in the mind, and that's why we watch.
22:38You see,
22:39>> listen, that's a very interesting
22:41thought, because I, on the contrary,
22:43started to simplify myself at some
22:45point, because I was told that people
22:47look at you and realize that you're
22:49totally unapproachable, like you're on
22:51a pedestal.
22:52>> That's your image.
22:53>> And you just...
22:55>> And I thought:" Okay, I'm already
22:57talking about complex things, trying,
22:58at least, to speak in simple language.
23:00"I think, I need to look simpler too.
23:03Like t-shirts, hoodies,
23:04>> no, not at all. Not at all. I actually
23:07also, when I just started filming Reels
23:09, I filmed in a simpler way too. I mean
23:11, I was still filming on a camera, well
23:13, because I have one. But I filmed in a
23:15simple shirt without lighting, just
23:17light from a window and so on. And I
23:20just realized that it's not me. I mean,
23:23am I trying to be simpler to please
23:25people or so that it's easier for me to
23:28film? Naturally, when you dress up like
23:31that, all these accessories and so on.
23:33Well, it takes quite a lot of effort,
23:34time, and so on. But I realized that
23:36it's not me. And here, it's important
23:39how you feel about yourself. I mean,
23:41there are people who are in that
23:42archetype, where you are, well, like a"
23:45regular guy, "right, like Harry Potter
23:47is a" regular guy, "so someone very
23:49close to the people. If you see it this
23:52way in life, and if I, you know, tell
23:55my students: imagine the part of you
23:57that wants to be on stage—not the
24:00part that’s with friends, not the
24:02part that’s with parents or
24:04colleagues, or even clients—but dig a
24:07little deeper and think about which
24:09part actually wants to be on stage. So,
24:12which part of you wants to be on stage?
24:14>> Listen, mine is definitely the
24:15extravagant one. I had a Reel go viral
24:17where I was wearing pink Balenciaga
24:19heels. They’re just, well, I love
24:22crazy stuff, they are super unusual,
24:24with little bows. And to me
24:27>> everyone and their dog wrote in." What
24:29is that, what do you have on your feet,
24:31woman? "People wrote to me. I think,
24:33well, it happened. Well, yeah, I gave a
24:34presentation in them. And that Reel was
24:36from my presentation. Imagine a person
24:38who comes home, gets undressed, their
24:41kid is screaming, their wife is unhappy
24:43, or conversely, their husband. They go
24:46into the bathroom, close the door, sit
24:48down. And they watch your content.
24:53>> Accordingly, we always need to
24:55understand which part wants to be on
24:56stage, because if you show the wrong
24:58part of yourself,
24:59>> yes, I show a very ordinary one, I try,
25:03>> that’s why you’re experiencing
25:05resistance, you see, because that
25:06ordinary part of you might want to
25:08create the product, wants to be with
25:11clients, it doesn't want to be on stage
25:13, you understand? And meanwhile, you
25:16aren’t letting out the part that
25:17actually wants to be on stage. And
25:19that’s the essence of it, you see?
25:20>> Damn, I’ve got goosebumps right now.
25:23You actually just gave me the key.
25:27I’m literally covered in goosebumps.
25:30Seriously, my only hang-up is with
25:32Reels; I have tons of content. Moreover
25:34, I have over a hundred Reels written
25:36down, but I don’t go to film them
25:38because, well, I’m just completely
25:40blocked here. And it’s easier for me
25:43to record a hundred interviews because
25:45there’s a person, there’s energy,
25:47because here I actually dress up. Even
25:49if I don’t dress up, I match whoever
25:51is coming in. But with Reels, it’s a
25:53real hurdle, finding that part that
25:55wants to be on stage. Well, for me,
25:57it’s always the odd part that wants
25:59to.
25:59>> Exactly. Exactly. I mean, I had the
26:00exact same thing. I have a very large
26:03creator part that grinds out products,
26:05builds funnels, works scrupulously on
26:07the product. We have constant IT
26:10development for practically every
26:12single step a student takes. That’s a
26:14huge part of me, which, well, takes up
26:16a massive portion of who I am. And if I
26:18try to push it out onto the stage,
26:20it’ll say:" Are you crazy? I want to
26:22be right here. "I have a ton of work to
26:24do." Please, leave me alone. "That’s
26:26basically the point. And that is why
26:28people experience resistance. Exactly
26:30because they are letting out the wrong
26:32part. Because if a person is actually
26:36thinking about making reels, starts,
26:38then puts it off, then quits blogging
26:41and all that, some part of them still
26:43wants that attention, wants to be on
26:46stage, and so on. They just haven't
26:49figured out which part they want to
26:51show
26:52>> and for what purpose. Most importantly,
26:54>> this is a very cool theory. Tell me,
26:56how do you feel about reels recorded in
26:59the moment, on impulse, based on
27:00emotions? Depends on the emotions. I
27:03mean, I don't think much of reels where
27:05, for example, people cry on camera,
27:08>> because crying on camera immediately
27:10attracts the wrong audience, an
27:11audience that can't pay and will just
27:13pity you. And then, in order for us to
27:16make sales, we must be either on an
27:18equal footing or in a slightly superior
27:20position. Essentially, when you cry on
27:22camera, that is automatically a lower
27:23position. And, naturally, those people
27:27who watched it might say:" I showed
27:29myself as a human being. "And that
27:32because I showed myself as a human
27:34being, they saw the person in me and
27:36bought from me. But that’s only 0.1%
27:38of such people. But there are 99%of
27:41people who buy because they saw value
27:43in you, they saw a benefit for
27:45themselves. That’s it, people are
27:47selfish. You have to understand that.
27:49People are selfish. And even those
27:51reels where you cry on camera, they
27:54watch them selfishly, to feel your pain
27:56, to either support you or tear you
27:59down, and so on, because they need it,
28:01not because they are so humane. 100%.
28:07For some reason, the head of Apple
28:08doesn't come out and cry on camera:" Oh
28:10, god, we have such problems, "and so
28:12on. No, he wouldn't do that. And all
28:15the internal moments and internal
28:17processes happening inside the company,
28:19we will never know or see them unless
28:22it benefits them.
28:23>> That’s all there is to it.
28:24>> Right. So, Nastya, how do you withstand
28:26the competition from AI? After all,
28:29today there is a huge number of prompts
28:32, a huge number of, I don't know, AI
28:35assistants, and a huge number of ways
28:38to write texts. I won't even mention
28:41that these texts are very, well, I can
28:44tell by the first sound that an AI
28:46wrote it. But nonetheless. How do you
28:49withstand this competition?
28:50>> I don't think there is any competition.
28:53When you attract an audience from Reels
28:56, I personally believe, it's my opinion
28:59, that you have no competition if you
29:01do everything right. Why? Because when
29:05you make content, you attract your own
29:08audience that resonates with what you
29:10say, and they go on to buy from you. I
29:15have never once made Reels, even though
29:17I could have made a ChatGPT prompt that
29:19would make you popular. A prompt for
29:22ChatGPT. How to write a script that
29:24will get a million views? Look, I went
29:26from these views to those views, and
29:28it's just a prompt. Here you go, take
29:31it. And why do they film this? Because
29:33it gets views. Not because it works,
29:35but because it gets views. And people
29:38who watch that kind of content with
29:41specific values go to them and buy
29:43their products. But they don't watch my
29:46content, because it's too complicated
29:48for them. I don't provide a simple,
29:50easy solution; I don't provide a magic
29:52pill. Consequently, that audience
29:53doesn't watch me. That audience buys
29:55products about [other things], and my
29:58audience buys products on how to build
30:00a personal brand. That's it. Where is
30:02the competition here? The world is
30:04simply abundant, there are many people.
30:07If you aren't working just for those
30:09five people, you know, those kinds of
30:11people, but you work for a wide
30:13audience, then the wide audience is a
30:16huge number, just a huge number; you
30:18can easily get 1 or 2 million views
30:20from a single video. Can you imagine
30:23how many people that is? What are the
30:26narrowest niches you've seen, where it
30:28would seem impossible to monetize? Like
30:31, simply unrealistic. Yet monetization
30:34happened.
30:35>> Listen, we actually had a very cool
30:37case. A person was selling graves.
30:39>> Graves?
30:40>> Yes. And he sold $ 15,000 worth through
30:43Shorts, through short-form. I mean,
30:45short-form content is everywhere. And
30:47so, through Shorts, through short-form
30:49content, he sold $ 15,000 worth, for
30:52example. I saw one today where a man
30:55says," This is where we'll lay you,
30:57this is where you'll travel until the
30:59moment... "yeah, it's a strange,
31:00strange story. But he figured out how
31:04to make it so people would sign up in
31:06advance, like a bit of a personal
31:08development training. So it's important
31:11to understand here that sales and
31:13marketing are always built on why
31:14people should buy my product, why? And
31:18we simply come up with different
31:20reasons for a person to buy our product
31:23. And we effectively warm them up to
31:25this reason. For example, I had a girl
31:27who sells cedars. I mean, cedar trees.
31:29This plant at one year old cost 10
31:31rubles. At 2 years old, 100 rubles. At
31:343 years, 500, and at 20 years, over
31:37thirty thousand. And this is the most
31:40unique plant.
31:42>> A cedar.
31:42>> On Instagram.
31:43>> Just on Instagram. Here it is. Cedar,
31:46yes. Here is a sapling. Of a cedar. And
31:48she recorded it. It got a million views
31:51and also brought her about $ 10,000 in
31:53sales. Just from one Reel. If you go to
31:56that Reel, there is literally no
31:57special funnel there. Well, because
32:00when you are selling a physical product
32:01, you don't need some three-step funnel
32:03to explain it. You need to sell the
32:05cedar right within the Reel itself. And
32:08if you go into the comments, it's just
32:09in the description," to order a cedar,
32:11write the word' cedar 'to me. "And
32:14there are just 15,000 comments." Cedar,
32:17please. "
32:17>> Holy crap. What is the secret to
32:19success?
32:20>> The secret to success is the ability to
32:22work with a broad audience. She tapped
32:24specifically into a very broad pain
32:26point for people: what will I do in my
32:28old age? That's the first thing. And
32:30second, how to invest a little money
32:32now and get a lot back later. Well,
32:34let's watch this Reel so people
32:36understand."
32:38>> So as not to be a burden to my children
32:40, we will need a cedar. "And where can
32:43you get it? I left it in the
32:45description. And she gained 25,000
32:47followers in a month, even less. By the
32:51way, as soon as she started posting,
32:52this was already in the fourth week of
32:54the game that she started posting this.
32:55And literally in about 3 weeks, she got
32:5825,000 subscribers.
32:59>> Well, if a cedar,
33:00>> if a cedar can be sold. If a cedar. We
33:03had, for example, perfumes. The same
33:05thing, perfumes. Although many think,
33:07how can you sell perfumes without
33:09smelling or feeling the scent? A girl
33:12sold those too. She was selling at a
33:15peak of $ 5,000 a week, and she sold $
33:1817,000 in a month. Now she has 100,000
33:21subscribers.
33:22>> Holy crap. And I saw you just—let me
33:25open it up now so I'm not speaking
33:27unfounded. Numbers love to be checked.
33:30$ 2 million from Reels. Yes.
33:32>> What is that about? What is that about?
33:34I was a producer. Meaning before I
33:36started my own blog, I was a producer.
33:39And we were selling the same project
33:40that I am selling now as well. A game
33:42on how to become popular on Reels and
33:45earn through Reels. And we were selling
33:47on an expert's account. And I, as an
33:49expert, brought in $ 2 million in sales
33:52specifically. Meaning that's not pure
33:53profit, obviously. We have a lot of
33:55team costs there, but nonetheless, we
33:57made $ 2 million in sales just through
33:59Reels. We did that in 2 years. And by
34:03the way, just recently, 2 months ago,
34:05it was a year since I started
34:06monetizing my blog. And in one year,
34:09from my own account, from absolute zero
34:11, I also made a million dollars in
34:13sales. And this case is actually more
34:16interesting, because whenever I was a
34:18producer, I thought:" Well, they
34:19already have an audience, right? "Like
34:22the expert Danila, where we were
34:24selling; he had a YouTube channel
34:26before that, so there was a loyal
34:28audience." And here you can make
34:30allowances for the fact that there is
34:32some portion of a loyal audience there.
34:34But my audience is from absolute zero.
34:36This account didn't exist a year and a
34:38half ago. I created it from absolute
34:40scratch. A year and a half later, I had
34:42100,000 followers. And we made a
34:44million dollars in sales in a year,
34:45actually, on this account, which was
34:47developed completely from scratch.
34:50Please, I have nothing to argue with. I
34:53am currently
34:53>> Well, it's complicated. By the way, I
34:55don't really advertise these figures
34:56because people don't really believe
34:57these numbers. Well, because for people
35:00it's quite
35:01>> No, I believe it. Uh, I saw the
35:03screenshots, uh, when we're talking
35:06about 2 million dollars. I saw the
35:08screenshots. I do check, but you know,
35:12I don't have trust issues. I have
35:16issues with why the hell I'm sitting on
35:18a sack of money, 100%. Given the number
35:22of bloggers who follow me, given the
35:24quantity and level of clients,
35:26>> given, well, I'm not even talking about
35:29competencies, having done the same
35:31thing for 17 years, and I'm not alone,
35:34I think my audience is more or less the
35:36same.
35:37>> It's just that, in fact, when you set
35:38yourself a big goal—that is, the most
35:40important thing here is to set yourself
35:42a big goal. If a person wants, well,
35:45two more clients, well, it's clear that
35:47they don't need to film reels, grow an
35:49account to attract two more clients.
35:52They will come through word of mouth
35:53anyway. But when we want exponentially
35:56more, we want to earn online, we want
35:57to reach some income, I don't know,
35:595-10,000 dollars a month, then we
36:01understand that we need to build a
36:02business model for this. And the
36:04business model for reels is super
36:06simple. You just attract high traffic
36:08to your topic. You sell a product. What
36:11kind of product is it? Anything from
36:12cedar trees. To services. We had
36:14psychologists who sold [a lot]. There
36:16was a psychologist, a girl, who made
36:1830,000 dollars in a month. Our
36:20esoterics expert made 35,000 dollars. A
36:24girl in weight loss made, let me think,
36:26I'll say now, 17,000 dollars, she also
36:28made it in weight loss. That is, she is
36:31a nutritionist, and she sold her
36:33nutritionist services for 17,000
36:34dollars. Well, I mean
36:35>> who is selling? In the end,
36:37>> the most important thing is to
36:38understand how the funnel works. Our
36:40first entry point is high traffic,
36:42which is needed, though not necessarily
36:44tens of millions of views, of course.
36:46It's just important for you to have
36:48constant traffic, a steady growth of
36:50traffic. That is, we create traffic
36:52focused on our topic or topics related
36:54to it. We funnel people in, where we
36:57tell them about our product, our
36:59approach, and our way of solving the
37:01person's problem. And if this method is
37:04relevant, if this method is interesting
37:06, if it has methodology and substance
37:08—instead of just selling, say, a
37:10psychologist's consultation for 5,000
37:12rubles. Buy it. Why should I buy? Well,
37:17again, that’s exactly where the
37:19competition kicks in, because we look
37:21at all the other psychologists whose
37:23consultations cost about the same
37:25amount. Why should I buy from you? But
37:29if you have a product, even just a
37:30series of consultations, okay, that
37:32will, I don't know, work through some
37:34of your traumas, for example, or get
37:36rid of your panic attacks, let's say, I
37:38don't know, 10 sessions—you sell it
37:40as a package, and you understand that
37:42this is a comprehensive solution you're
37:44paying for, and the person gets a
37:46result. And the better you explain it,
37:50the clearer your methodology is, the
37:51clearer the solution to the problem is,
37:53and the clearer the problem people come
37:55with—not a made-up problem, but a
37:57real one that exists—the higher your
37:59conversion to purchase will be. That's
38:01it. And we influence the metrics of the
38:03Reels so that there are more views,
38:05more reach, and a more targeted
38:06audience, yes, related to our topic.
38:09And we influence conversion when we
38:11talk more and better about our product,
38:14about how it can help a person solve
38:16their problem or reach some kind of
38:18result. That's it.
38:21>> Tell me, please, are people buying less
38:25now? Who says that? People who don't
38:29sell through Reels say that. Period.
38:31Our last launch generated $ 400,000.
38:34Before that, we also did a launch for $
38:37400,000. This was in the last 4 months,
38:40roughly, over the last 4 months. That
38:43is, well, that's quite a lot. It’s
38:45the same as in the supposedly golden
38:47age of info-business, which was at the
38:49very beginning. Well, why? Because
38:51people who sell through Reels don't
38:53encounter the issue of people buying
38:56less. This is said by people who sell
38:59through stories, who sell via stories
39:02but don't attract new traffic or don't
39:04see that new traffic, or those who make
39:06Reels but don't speak to a broad
39:08audience—meaning, when we inspire a
39:11broad audience to engage with our topic
39:13, rather than speaking narrowly to our
39:16existing clients—that's who has
39:18encountered the fact that, you know,
39:20people are buying less.
39:22>> I can't help but ask how many Reels you
39:24need to post per week. Is there some
39:28kind of golden rule?
39:29>> In our game, for example, we film every
39:31day and we post every day. And it's not
39:34because you need to post every day to
39:36boost some algorithms. Our game works
39:39by having you film, get feedback,
39:41improve, and then go film the next one
39:44already improved. That is, you receive
39:47feedback from mentors, from people in
39:49your clan, through a certain
39:50gamification system. And you understand
39:52, okay, what I need to tweak. And you
39:55go and film. And naturally, when you
39:57make these iterations of improvement,
39:59constant, constant improvements, then
40:01naturally you get results. If you just
40:04filmed a bunch of 20 Reels in a day,
40:06well, they are all roughly at the same
40:09level. And then they think, "Oh god,
40:10why didn't anything go viral?" Well,
40:12that's because you didn't improve,
40:13because you didn't get feedback from a
40:15broad audience. Is it interesting to
40:17them or not? Did they even understand
40:19what you're talking about or not? You
40:20just filmed a bunch of, let's say,
40:23trash, spread it out over a month, and
40:25you're expecting some kind of result.
40:28No, that's not how it works. It works
40:30when you are constantly improving.
40:33>> This is the second key I'm hearing now,
40:34that you shouldn't film in bulk, you
40:36shouldn't film haphazardly.
40:38>> No, filming in bulk is absolutely
40:40pointless. You always need to, as soon
40:42as you start getting into Reels, you
40:44need to keep your finger right on the
40:46pulse of a broad audience. What's the
40:48problem? That people haven't
40:50encountered a broad audience. How often
40:52have you spoken to people on the subway
40:54? How often have you spoken to
40:56passersby? Just random passersby? How
40:59often have you spoken to a cashier from
41:01the grocery store?
41:02>> Well, to the cashier, sure, I do it
41:04every day.
41:04>> Well, okay, fine. But basically, again,
41:06how are you? Good, you know, the
41:08weather and so on. But have you ever
41:10asked, "What do you think about
41:11Instagram?"
41:13>> I'm even afraid to ask such questions.
41:16So you don't know what a broad audience
41:18thinks about your topic. Accordingly,
41:21when you get into Reels, it's natural
41:22that you're shooting content that isn't
41:24entirely relevant, and that's okay. But
41:27when you improve, constantly analyzing
41:30what worked and what didn't, what
41:32people are actually interested in,
41:34what's happening on Instagram, what
41:36topics are getting views, and what
41:38people care about—then you constantly
41:40improve and get results. That's why, in
41:44our game, we always require filming
41:46every day, not to game the algorithms,
41:48but to improve and get results. And
41:52when people ask me who doesn't get
41:53results in the game, of course, I can't
41:55say that 100 out of 100 get results,
41:57but on the market—and I’m not
41:59afraid to say it—we have the biggest
42:01case studies and the highest success
42:02rate precisely because of this
42:04gamification system, because they are
42:06constantly getting feedback. It's very
42:08painful for me right now because I
42:10don't play these kinds of games. I
42:11understand, I understand, it is painful
42:13. That's why people cry in our game. I
42:16want to clarify right away that this is
42:18not a ChatGPT prompt. People cry in our
42:20program; they send me video messages of
42:22themselves crying and so on, which is
42:24why we call the game a transformational
42:25product. But in reality, that is where
42:28the transformation happens, when you
42:30realize how you can be interesting to a
42:32wide audience and where those points of
42:34connection are. And naturally, this
42:37process is quite painful when you
42:39realize that your topic isn't entirely
42:41interesting to a wide audience.
42:44>> Nastya, I’ve never done this and
42:46I’ve never asked for feedback.
42:48Moreover, I rarely listen to it. Even
42:51if someone tries to tell me, I’ll
42:52just say, "Get lost." I know myself
42:54that everything is bad, and you don’t
42:56need to tell me that. And you are the
42:58first person, truly the first, from
43:00whom I can and actually want to ask for
43:02feedback. Ah, despite the teasers for
43:05the videos, because there will be a
43:06teaser for our interview on my
43:08Instagram too. And they, by the way,
43:10bring me strange followers, but they do
43:12bring them. I love them all. Look, any
43:16feedback—I’ll pretend now that
43:19>> any feedback you want. Random. So,
43:23>> have you already heard what Andrey
43:24Kovalev said about St. Petersburg today
43:26?
43:26>> I don't know who Andrey Kovalev is.
43:28That's it.
43:29>> Well, that's it.
43:29>> Thank you. Well, in terms of, the reel
43:32is finished.
43:34>> Stop overthinking, stop trying to be
43:36perfect, beau. That’s what we call
43:40philosophy. I mean, beautiful
43:42philosophical phrases. Stop being shy,
43:45there’s no need to be shy. All that
43:48kind of stuff. And the question is: do
43:50such Reels go viral? Yes, but only with
43:52a combination of other factors. Meaning
43:55there has to be some kind of
43:57motivational music, or someone from TED
43:59giving a talk, you know, it has to be a
44:02combination of a bunch of factors. We
44:05call these motivational philosophical
44:07videos. We don’t make motivational
44:08videos in our program at all. We
44:10constantly nudge our players, basically
44:12beat them with sticks, so they don’t
44:14do that, because, again, there’s our
44:16zone of control and there’s a zone
44:18outside our control. That’s why a
44:20person experiences this emotion. Ah,
44:22that’s it, I get it, I don’t need
44:24to be perfect. I get it, and we can’t
44:26really influence that. It’s that
44:28specific structure that makes all the
44:30difference. I mean, we can only
44:32influence a Reel when we understand
44:34where the intrigue lies, what benefit
44:36the person will get from this Reel, and
44:38why they should watch until the end.
44:41Here, yeah, it’s just a thesis.
44:43>> Just a thesis.
44:45>> Stop overthinking. Okay. Why should I
44:47keep watching? I mean, for what? What
44:49am I going to learn? It’s unclear.
44:51And can they, Kirill, go viral? Yes,
44:53but that’s more of an exception.
44:54>> I have to say something in my defense.
44:57>> Look, what strategy am I thinking in?
45:01I’m a person who doesn't shoot Reels
45:02separately. Well, my lamest excuse is
45:05no time. This is my favorite topic, and
45:07I think not just mine. But in my
45:09defense, here is what I do. I have a
45:12lot of speaking engagements and a lot
45:14of podcasts. I cut material from there
45:16and think: "Better something than
45:17nothing."
45:18>> No, that’s 100%true. Better something
45:20than nothing. That’s for sure. But
45:22again, it’s a question of where you
45:24apply your efforts. And in reality, you
45:26edit it, you check it.
45:27>> Well, of course.
45:28>> You edit it, you make revisions, you
45:30implement them, you check it, you spend
45:32your time, and most likely money, to
45:34make this Reel. So the point is, you
45:36could have just recorded those same
45:38points. You have a studio here, you can
45:40record right here. When we leave, in
45:43just 20 minutes, if you have your
45:45scripts and topics written in advance,
45:47you record them, get it done, and hand
45:48it to the editor. That’s it. It
45:51really doesn't take as much time as you
45:53think. The question is, again, what is
45:55it for and what result are you getting?
45:57>> Uh-huh.
45:58>> That's it. If you clearly understand
46:00your business model, you post, you get
46:02the money, that's it. Naturally, you
46:04will be making Reels. If you don't
46:06understand this strategy, meaning
46:08you're just posting Reels into the void
46:10for some cumulative effect, then, of
46:13course, it will be very hard for you to
46:15stay disciplined and keep developing in
46:17it. But when you realize that every
46:20Reel brings you money and you have a
46:21funnel in place, well, naturally, you
46:23will be filming.
46:24>> I agree, there are no more arguments.
46:27>> I wonder, what is more important today?
46:30Subscribers, views, what is the main
46:34currency of Instagram?
46:37>> Well, as I tell my students, we are
46:39trying to sit on three chairs. These
46:42are subscribers, money, and views.
46:45Views, of course, are the least
46:47important here. I mean, you can get a
46:50million views but only 100 people will
46:52follow you, or a million views and
46:5410,000 people will follow you. For
46:58example, from this one, 10,000 people
47:00followed me from a single Reel with a
47:02million views. But at the same time,
47:05there are other Reels from other
47:06experts and so on, where it’s unclear
47:08why you should follow them. And the
47:10conversion to a follow is very weak.
47:12Meaning, only 500 people actually
47:14followed from a million views. That is
47:16very little. And, accordingly, we need
47:18to balance on all these chairs.
47:20>> Why do people subscribe?
47:21>> People subscribe when, first, they see
47:24you as an expert in something. Again,
47:26people are selfish. This must be
47:28accepted as a golden rule. Accordingly,
47:31they only subscribe if, in the Reels
47:34feed, I see it and realize that if the
47:36internet cuts out now, the VPN stops
47:39working, something happens, or my phone
47:41dies, I will really regret losing this
47:44person. Has that ever happened to you?
47:46Exactly. That is when you subscribe. If
47:49you have absolutely no reason to even
47:51visit the profile, well, okay. Just the
47:54next and the next Reel will be more or
47:56less the same. That is when people
47:57don't subscribe. And no matter how
47:59beautiful you look, or whatever you say
48:01, they won't subscribe. So it depends
48:03only on what you say in the Reel.
48:06Meaning, whether you are saying
48:08something banal or if you are saying
48:09some interesting information that, for
48:11example, people haven't heard before.
48:13>> Is it important to find your own format
48:15, how to speak, how to look, what to
48:17wear? Yeah.
48:18>> Returning to archetypes, yes, to the
48:20image and so on, what exactly does it
48:22influence? Specifically, whether you
48:25will be filming Reels or not. That's it
48:27. If you enjoy making Reels, if you...
48:30well, okay, I can't say that Reels are
48:33a party for me. I can't say that, I
48:36won't lie. Clearly, it's work for me,
48:38and sometimes I don't feel like filming
48:40either. That's normal. But when I film
48:44Reels, I either perceive it as a game
48:47—like, I'm interested, it's fun—or
48:50as hard labor. And that is exactly what
48:53determines whether you've found your
48:55image and your format or not. Only that
48:58. It doesn't really affect the views
49:01that much. You can film in 500
49:03different formats and people will still
49:05subscribe, you'll still get views; I
49:07mean, you can film in a huge number of
49:09formats. The only question is how you
49:12feel in those views, in those formats,
49:14and in those images. Overall, it only
49:16affects that.
49:17>> I thought it was more important now to
49:20create spontaneous content based on
49:22your own sensations and feelings. That
49:25>> is your information vacuum. That's the
49:29point. That is, actually, the whole
49:31reason why people don't get views on
49:33Reels. Because they are in their own
49:35information bubble. Meaning, you watch
49:38Reels that interest you. You base your
49:42strategy on what your feed shows, but
49:44your feed is based on your interests,
49:47not the interests of a wide audience.
49:50Do you understand? Consequently, you
49:52think, you get the feeling that only
49:54that kind of content takes off. For
49:57example, if I start liking cinematic
49:59Reels now—you know, with music, like
50:01a movie—my feed will eventually
50:04adjust to show only those kinds of
50:06Reels. And I'll think: "Man, I need to
50:09film cinematic Reels, otherwise nothing
50:11will take off."
50:13>> But that's not true. It's just the
50:15information bubble that I'm in. That's
50:18why when you start doing Reels, it's
50:19important to watch things you don't
50:21even like. The main thing is that it
50:23should be popular.
50:24>> God,
50:25>> yes. Moreover, I'll say something quite
50:27unpleasant, but you shouldn't
50:29necessarily like your own Reels either,
50:33because you are a narrow audience, you
50:34understand? You aren't a wide audience;
50:36you are just a narrow audience to
50:38yourself.
50:38>> Well, yes, that's how it is. Charisma
50:39is important. We need to analyze what
50:42charisma is here, because the way we
50:45perceive charisma is also a combination
50:48of factors. For example, when a person
50:52tells you some interesting information
50:54again and draws you into the story, you
50:56think that this person is charismatic,
50:58but the same person with the same
51:00appearance and energy will tell a banal
51:02, boring story, and you will think that
51:04they are not charismatic. That is the
51:08essence of it. This is also about, well
51:10, manipulating attention. Let's do a
51:12blitz right now. Nastya didn't prepare
51:14for this. She doesn't know what I'm
51:16going to ask or what will happen next.
51:18Blitz: I'll give you a niche. You give
51:21me three evergreen topics in that niche
51:23. Architecture, interior design.
51:26Interior design, and colors in
51:29interiors. This color is expensive,
51:32this color is cheap. We actually had a
51:35student with interiors, by the way. And
51:37apartments, everything related to money
51:41, like designs under 100,000, designs
51:44over 100,000, and so on. Everything
51:46related to price categories. Colors,
51:48specific furniture. Meaning, this
51:50furniture works here, that furniture
51:52works there. Interior styles are also
51:55okay. What about a tax expert?
51:59>> For taxes. Well, actually, that's a
52:01very broad topic, in fact. Everything
52:04related to money, naturally. How to
52:05calculate this and that? Why did
52:07someone get arrested? Naturally, tying
52:10it to some news events. Legislation of
52:14different countries is also interesting
52:16, like why you could go to jail for
52:18this in the US, but not in Russia, for
52:21example, or vice versa, some sort of
52:23difference. Everything related to fear,
52:26so you need to tie it to a fear trigger
52:28here. People don't want to pay huge
52:31fines and people don't want to go to
52:32jail. Everything, everything tied to
52:36that will do well. Like how to
52:37calculate taxes so you don't end up
52:39with a 500,000 ruble fine. Cool.
52:42Accepted. And the last niche. Tarot
52:48readers. Oh, tarot readers are a super
52:50broad topic in general. Well, tarot
52:52reader is all this stuff about zodiac
52:54signs. Well, obviously it's not tarot,
52:56but it clearly has a wide audience.
52:58We've had a lot of those, like witches
53:01by zodiac sign. For instance, if you
53:04were born on such and such a date, you
53:06have such and such potential. It's
53:08everything related to, say, tests where
53:10a person can understand something about
53:12themselves. Like the best dad by zodiac
53:15sign or the best dad by birth date, the
53:18best mom by birth date. Calculate how
53:21many kids you'll have, right? So,
53:23anything related to relationships is
53:24absolutely great. Or something with
53:26real earning potential. Well, that's a
53:28bit less so, but basically, anything to
53:30do with relationships is just super.
53:32>> And one last question, Nastya. If
53:34someone is just starting out today,
53:36what are three steps they should take
53:39right now? I mean, besides the topic
53:42and the audience, that’s just the
53:44basic stuff. What exactly should they
53:46do, how much content, or where should
53:48they even start?
53:50>> Actually, I have a free mini-course.
53:52Well, it’s usually paid, but for your
53:55channel members, it’ll be free. In it
53:57, I’ve broken everything down because
53:58, well, you can’t really explain it
54:00all in one sentence. I mean, you really
54:02need to define a strategy. I’ve laid
54:04out exactly what beginners need to do:
54:06how to attract that high-paying
54:08audience, how to choose a goal, why you
54:10need a blog, how to build a funnel, the
54:12overall strategy, and which tactics
54:14currently work for attracting followers
54:16so you’re not just creating content
54:18into the void. So, there you go, a
54:20three-day intensive, a mini-course, let
54:23them take it for free.
54:25>> And for those who watched until the end
54:27, this gift will be available via the
54:29link in the description. Well, thank
54:31you so much, Nastya. Honestly, I think
54:33we’ve broken down the topic of
54:34short-form content down to the
54:35molecules. And what’s interesting is
54:37that you can take this same short-form
54:40content and post it on YouTube or VK,
54:42monetizing it beyond just the banned
54:44social network. And the same goes for
54:47TikTok. Actually, it’s really great
54:49when you film in the talking-head
54:51format, because that format works
54:53absolutely everywhere. So, we post one
54:56video, and our team films and uploads
54:57it to three social networks at once.
54:59Sometimes it takes off on TikTok,
55:01sometimes on YouTube, sometimes on
55:02Instagram using the exact same content
55:04—so, it's just one video posted to
55:06three different platforms. And you're
55:07pulling in traffic from everywhere.
55:09Listen, by the way, I didn’t ask
55:10about the talking-head style. People
55:13say this content is annoying, and these
55:15expert Reels are getting old. Not at
55:17all, definitely not. The talking-head
55:19format is the most effective one. All
55:21other formats come and go. Let’s
55:23break it down. Take a photo with text,
55:25for example, right? Like "five ways to
55:28do this, read the caption." Just a
55:31photo, text, and all that text-based
55:34content. It lived for a while, and then
55:36it died out.
55:37>> Then came some other content, different
55:39trends, and so on. There is no
55:42alternative to the talking head,
55:43because the talking head is the most
55:45ideal format. First of all, you
55:48immediately see a person's energy, how
55:50they speak, what they say, their
55:51confidence, charisma, and so on. It's
55:55clear how to hold and capture attention
55:57when you step into a clear topic, share
55:59interesting information, use a clear
56:01hook with a promise of what's to come,
56:03and then tell the whole story. In other
56:06words, it's a super clear, controllable
56:08format. All other formats just come and
56:11go, and you are constantly chasing some
56:14obscure trends. The talking head is
56:17here to stay; it will always be around.
56:21I mean, even major brands are doing
56:23talking heads now because, well, it's
56:25the clearest way to make someone fall
56:28in love with you in 30 seconds.
56:30>> 100%. And here, in support of what you
56:33said, I'll add one more thing. Few
56:36people think about this, but, for
56:38example, as a journalist and TV
56:40producer, I looked for experts who have
56:42short-form content. Because if a person
56:45knows how to speak, they definitely
56:48make videos. And if I want to bring
56:51someone onto a major TV channel, for
56:53example, or somewhere on YouTube, I
56:55always go and check where they speak,
56:56because the cost of a mistake is very
56:58high. Someone might be a great expert,
57:02but have absolutely terrible speech
57:05structure—or rather, a lack of
57:07logical flow, a lack of mood, or an
57:10inability to put their thoughts into
57:13words. So for me, short-form content is
57:15always indicative of whether or not a
57:17person is worth hiring. Even if you
57:20want to sign up for an English lesson,
57:23you go to Instagram, you go to Reels,
57:25and you will definitely buy from
57:28someone who is talking in their Reels,
57:30not someone just posting text, useful
57:33carousels, or those sliders. Or where
57:37it's just clips from some movie. You
57:39will go to the person who talks, shares
57:41useful information, and whom you like.
57:44That's it. It's the same with a fitness
57:46trainer, psychologist, nutritionist,
57:48tarot reader, or anyone at all. You
57:51will still go and buy from someone you
57:53feel you know. And the easiest way to
57:55get to know a person is through
57:57short-form content. Thank you for the
57:58conversation. Thank you for sparking
58:01the desire to create content. I hope
58:04not just for me, but for the viewers as
58:06well. And may
58:07>> everything go well for you on YouTube
58:09too.
58:10>> Thank you. Thank you. And for you in
58:11Reels.

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