Give Me 15 Minutes and I'll Make You Disgustingly Good at YouTube — Transcript

Full transcript

1. 0:00Give me 15 minutes and I'll make you
2. 0:02disgustingly good at YouTube. I'm Jake
3. 0:05Tran dah. I run over 100 YouTube
4. 0:07channels for some brands that you might
5. 0:09know, one of which is Gary V, Ali
6. 0:11Abdaal, Jeremy Haynes, ManyChat,
7. 0:15Instantly AI, and many, many more. I
8. 0:18also have the most viral video in the
9. 0:20YouTube growth niche right now. This
10. 0:22video added over $200,000 in monthly
11. 0:24recurring revenue to my business and
12. 0:27it's been posted less than a month. Most
13. 0:29people skip straight to the tactics that
14. 0:32the YouTube growth gurus give them. Like
15. 0:34for example, take what's working in
16. 0:36another niche and bring it to yours.
17. 0:38Have a curiosity gap. Follow the three
18. 0:41element rule. And then, they completely
19. 0:44misapply them. And the reason why is
20. 0:46because they don't understand the
21. 0:47principles behind why these tactics
22. 0:50work. Because they haven't spent the
23. 0:51time to understand the psychology of the
24. 0:54audience that they are attracting. For
25. 0:55example, with editing,
26. 0:57most people assume the more polished the
27. 0:59edit, the better the video will perform.
28. 1:01But, if the title and thumbnail set an
29. 1:04expectation of something raw and honest,
30. 1:07then that's what the viewer clicked for.
31. 1:08That's why my training, for example, the
32. 1:10one that got over 800,000 views to date
33. 1:11on its way to a mill, is one camera in
34. 1:14the presentation. I'd loads of effects
35. 1:15to that and it can fail even though the
36. 1:18idea and the packaging were right. And
37. 1:20so, the editing is the last thing that
38. 1:23most people would blame because most
39. 1:24people think, oh, like good editing is
40. 1:26loads of effects per second so on and so
41. 1:28forth. This is why that I see making
42. 1:30YouTube videos as a series of decisions.
43. 1:33And one wrong decision at a critical
44. 1:35stage can ruin the entire video. And
45. 1:38it's the same problem that NASA solves
46. 1:41before every single rocket launch that
47. 1:42they do. And this is something called
48. 1:44reliability engineering. And inside of
49. 1:46reliability engineering, there's
50. 1:47something called a series system. And a
51. 1:50series system is where every part of the
52. 1:52system has to work or the entire thing
53. 1:54fails. And any part that can break it on
54. 1:57its own is called a single point of
55. 1:58failure. A YouTube video is a series
56. 2:00system. Your topic, your packaging, your
57. 2:03hook, your editing, every one of them
58. 2:06has to work. And it's not always one big
59. 2:08mistake, either.
60. 2:10Make five decisions that are 90% right,
61. 2:13but they're just slightly off at every
62. 2:16single stage,
63. 2:17there's only a 59% chance that you'll
64. 2:19get all five right ultimately with the
65. 2:21video. Now, obviously this isn't
66. 2:22mechanically how YouTube works, but it's
67. 2:24to illustrate the point that nothing
68. 2:26looks badly wrong on the surface, but if
69. 2:28you look back at every single decision,
70. 2:30and you realize every single one of them
71. 2:31was off, no [ __ ] [ __ ] it didn't work.
72. 2:34That is why YouTube is a quality game,
73. 2:36but not quality in terms of your camera
74. 2:38or your editing, quality in terms of
75. 2:40your decisions. And for the rest of the
76. 2:4215 minutes, as fast as I possibly can,
77. 2:45I'm going to remove every single point
78. 2:46of failure from that process for you.
79. 2:48Everything from finding video ideas your
80. 2:50buyers want to watch and knowing it
81. 2:51before you make anything, to packaging
82. 2:53them so they choose your video over
83. 2:55everything else on their feed, to making
84. 2:57the video deliver exactly what the title
85. 2:59and thumbnail promised, reading your
86. 3:01results as well after you post the video
87. 3:03so you know exactly what to change in
88. 3:05the next one. So, first, I want to go
89. 3:07through a prerequisite, which is going
90. 3:08through what every single decision
91. 3:10depends on. And this is the most
92. 3:11important part before we get into
93. 3:12anything else. Every one of those steps
94. 3:13depends on one thing. Most people decide
95. 3:16what to make based on what they know
96. 3:18about their audience already, and they
97. 3:20package it based on what they feel is
98. 3:22right, or what they've seen work, or
99. 3:24what AI gives them. Now, when the video
100. 3:26doesn't work, they think that they made
101. 3:27a bad decision, but the reality is most
102. 3:29of the time they made the best possible
103. 3:31decision that they could.
104. 3:33But they did it with the information
105. 3:35that they had, and this is called
106. 3:37bounded rationality, which is
107. 3:38essentially a principle in economics
108. 3:40that one Herbert Simon a Nobel Prize.
109. 3:42Your decisions can only ever be as good
110. 3:45as the information you're making them
111. 3:47with. On YouTube, that is how much of
112. 3:48the platform that you can actually see.
113. 3:51You can be the smartest person in the
114. 3:52room and still make the wrong call if
115. 3:54you can't see the full picture. So,
116. 3:56research is the foundation of everything
117. 3:58I'm about to show you. You have to be
118. 3:59doing this. We went over 100 channels
119. 4:01across different niches, including some
120. 4:02of the top channels in the space. Every
121. 4:04video that we make feeds us data that
122. 4:06nobody else has. We spend hundreds of
123. 4:08thousands of dollars a month on our
124. 4:09YouTube systems. We have full-time
125. 4:11researchers, tech that no public tool
126. 4:13offers. Who do you think makes the
127. 4:14better decision? The solo creator, the
128. 4:16in-house team, or the 20K month YouTube
129. 4:18agency, each seeing a fraction of that
130. 4:21on operation that sees it all. You can't
131. 4:23find an opportunity that you can't see.
132. 4:25And so, I want you to prioritize YouTube
133. 4:26research and spending time on YouTube
134. 4:28first and foremost. So, first finding
135. 4:29video ideas. Now, the first decision is
136. 4:31deciding what to make a video about.
137. 4:33Most people pick topics based on what
138. 4:35they think their audience needs or what
139. 4:37they want to talk about. So, they make a
140. 4:39video their customers genuinely need and
141. 4:41their customers scroll straight past.
142. 4:44Because what people need and what they
143. 4:46choose are not the same thing. Everyone
144. 4:48says they want to eat healthy and then
145. 4:50they order a takeaway. Economists call
146. 4:52this revealed preference. You don't find
147. 4:55out what people want by what they say,
148. 4:57you find out by what they choose. So,
149. 5:00look at what your audience is already
150. 5:02choosing to watch. For example, for
151. 5:03Instantly, they're a cold email sending
152. 5:05platform, they generate leads through
153. 5:07their software. We searched what their
154. 5:08customers were already trying to solve.
155. 5:09So, in this particular instance, lead
156. 5:11generation strategy. Then, we looked at
157. 5:13how the videos around that topic
158. 5:15performed. So, you got two examples
159. 5:17there. There's two things that I would
160. 5:18look at here when you search for this.
161. 5:20Every topic has a range, a floor, and a
162. 5:22ceiling. Now, the floor is what a decent
163. 5:25video on it gets. So, if you make a
164. 5:26decent video, this is the median of
165. 5:29which you could expect to get views. And
166. 5:30then, you've got the ceiling, which is
167. 5:32what the best videos get around that
168. 5:33given topic. Now, after we know that,
169. 5:35that gives us the range of which we
170. 5:36could expect if we made a good video of
171. 5:37what sort of views we could expect,
172. 5:39which then we can make a judgment off of
173. 5:40of would it be worth it for us or not.
174. 5:41Then, we make sure the views are real
175. 5:43because if they're bought or botted
176. 5:44views, those aren't choices. And then,
177. 5:46we check that the demand is still
178. 5:47active. We want to make sure that people
179. 5:49are still watching those videos and
180. 5:51demand is still circulating around the
181. 5:52topic because if somebody wanted it
182. 5:54years ago, then that's not relevant to
183. 5:55us now. So, now we knew what the floor
184. 5:57was and we knew that it was worth it,
185. 5:59then the question becomes that I always
186. 6:02ask is how can we raise that ceiling?
187. 6:03And in this particular instance, we
188. 6:06thought, well, more people would choose
189. 6:07to watch Alex Hormozi than to choose to
190. 6:09watch a lead generation strategy video.
191. 6:11And Alex Hormozi is one of his top the
192. 6:12top entrepreneurs in the business space.
193. 6:14Everybody has their attention towards
194. 6:15him. So, we attached the topic to him,
195. 6:16Alex Hormozi's lead generation strategy,
196. 6:18and that was the video there. Nobody
197. 6:20made that sort of video, so it
198. 6:21completely stood out, but it also
199. 6:22increased the total addressable market
200. 6:24around that video. And that video
201. 6:25currently sits at 473,000 views,
202. 6:27thousands of sign-ups for for Instantly,
203. 6:29and it still gets over 500 views a day
204. 6:31from YouTube search, ranking at the top
205. 6:32of the search term of lead generation,
206. 6:34which gets hundreds of thousands of
207. 6:35searches a month. So, in summary, search
208. 6:37what your customers are trying to solve,
209. 6:39find the floor and the ceiling, check
210. 6:41the views are real and the demand is
211. 6:43still active, and then make sure the
212. 6:45floor is worth it. And if you can, stack
213. 6:47demand to raise the ceiling even higher
214. 6:49to just get better results and squeeze
215. 6:50the juice. So, your customers tell you
216. 6:52what they need,
217. 6:53their views tell you what they'll
218. 6:55actually watch. Now, this is where we
219. 6:56move on to packaging. Once you've got
220. 6:58the topic, your execution then decides
221. 7:01where you land within that range. And
222. 7:03the first part of that is packaging, one
223. 7:04of the most important parts. Every video
224. 7:06on that topic is competing for the same
225. 7:08viewers, and they can only click one.
226. 7:11Your video lands on their feed next to
227. 7:1220 other videos, for example, on the
228. 7:14YouTube home feed or YouTube search, and
229. 7:16they have to notice yours before the
230. 7:18rest of them, and then they have to
231. 7:20click it before their eyes move on. That
232. 7:22is the whole job of the title and the
233. 7:24thumbnail. It also has to make a promise
234. 7:27that the video can actually deliver on
235. 7:29because if you make the best title and
236. 7:30thumbnail, but then it doesn't actually
237. 7:31deliver, then it's going to have low
238. 7:32viewer satisfaction, YouTube's not going
239. 7:34to push it. This is where research comes
240. 7:35back into things. Across YouTube,
241. 7:37certain ways of packaging a video just
242. 7:39keep on winning right now in today's
243. 7:41market. These patterns, they exist
244. 7:43because people respond to the same
245. 7:45framing of those things, title,
246. 7:47thumbnail, video structure, etc. in
247. 7:49similar ways. But, one winning video
248. 7:51isn't a pattern, so don't just take
249. 7:52reference from one outlier that you see.
250. 7:54For example, this one here is one that
251. 7:56currently works in today's market, the
252. 7:57new rules of {dot} {dot} {dot}. We saw
253. 7:59it win in SEO, LinkedIn, and then
254. 8:02YouTube, as well. And the topic changed
255. 8:04every time, the audience also changed
256. 8:06every time, but the only thing that
257. 8:08stayed the same was the framing. That is
258. 8:11a pattern, and that's what you're
259. 8:12looking for when you're doing YouTube
260. 8:13research primarily. So, we used it for
261. 8:15Gary V, for example, the new rules of
262. 8:16social media. Rules, when you break it
263. 8:19down to first principles, if you go
264. 8:20deeper in actually understanding the
265. 8:21format and why that works, cuz it's not
266. 8:23just magic we want, it works for a
267. 8:25reason. It's Rules is basically the
268. 8:26definition, you know, you get these
269. 8:28wrong and you will fail. If you don't
270. 8:29follow these, you will fail. And new
271. 8:31tells them that what they currently know
272. 8:33might already be out of date. So, new
273. 8:35rules is like, how can you not click
274. 8:37that if you are in market? And so,
275. 8:39there's a risk of falling behind and a
276. 8:40chance to get ahead if they click and
277. 8:42watch that video. And then social media
278. 8:43obviously ties that to the thing that
279. 8:44they want most. If it It's a very
280. 8:46in-market video, so it's a no-brainer
281. 8:47for people to watch. It only works,
282. 8:49though, if viewers believe something
283. 8:50actually changed. Again, going to first
284. 8:52principles, why does that format work?
285. 8:53If you copy a format without the reason
286. 8:55it worked, it's going to stop working.
287. 8:57In machine learning, this is called
288. 8:58overfitting, and this is one of the
289. 9:00biggest mistakes I see with most people
290. 9:02who run YouTube channels. They take
291. 9:03outliers from another niche and transfer
292. 9:05it to a niche where it doesn't even make
293. 9:06sense. Do not fall for this. You use a
294. 9:08format and you ask why it works for that
295. 9:11audience and whether that same reason is
296. 9:13true for yours. The title is only half
297. 9:16of it, the thumbnail is the next part
298. 9:17that we need to talk about. The first
299. 9:19job of the thumbnail is to get picked
300. 9:21out on the feed over all of the other
301. 9:23videos. The second job is getting
302. 9:25understood before they scroll and click
303. 9:27on another video. Gary's thumbnail gets
304. 9:29picked out and it's understood in one
305. 9:31glance. You've got the authority of his
306. 9:32face, which naturally grabs attention
307. 9:34cuz they see the human, and if they do
308. 9:35recognize Gary, it attracts his existing
309. 9:37audience, but even for a cold audience,
310. 9:38it resonates. Then you've got the social
311. 9:40media icons, which at a glance basically
312. 9:42target the exact audience that he's
313. 9:43going after, people in market looking to
314. 9:45grow on social media. That it's changing
315. 9:47drives curiosity and opens a gap, which
316. 9:49then gets them to read the title because
317. 9:52they're like, "Oh, what's this video
318. 9:53about?" And the title closes just enough
319. 9:55of it to make you click with everything
320. 9:56I explained about the title, the new
321. 9:58rules. Proven demand and packaging that
322. 10:00wins the click, that is an idea worth
323. 10:03protecting. And a good gut feeling check
324. 10:05to know if you've got a good idea is you
325. 10:06know you've got a good one when you feel
326. 10:08nervous to [ __ ] it up. Now, this moves
327. 10:10on to making the video that delivers.
328. 10:12Once somebody clicks, most people reach
329. 10:14straight for attention tactics. How can
330. 10:16I retain the viewer throughout the
331. 10:17entire video and increase average view
332. 10:18duration? Hook templates, fast cuts,
333. 10:20constant B-roll, and the video still
334. 10:22dies. Now, the reason why is the click
335. 10:25didn't just get you a view, it set an
336. 10:27expectation. And every viewer arrives
337. 10:29with two things, an expectation and a
338. 10:32doubt. Now, your job is to remove their
339. 10:34doubt as fast as possible so they don't
340. 10:36click off, and deliver more than they
341. 10:38expected so that they are satisfied and
342. 10:40YouTube's algorithm pushes your video to
343. 10:41more of the target viewers. The hook
344. 10:43removes the doubt, and the body delivers
345. 10:44on the expectation. With the hook, four
346. 10:47questions go through their head, and I
347. 10:48answer each one in the hook with four
348. 10:50P's. Is this what I clicked for, which
349. 10:52is promise, confirming that they're
350. 10:54getting exactly what they clicked for.
351. 10:56Why should I listen to you? This is
352. 10:57where you include your social proof. You
353. 10:58give them a very clear reason why you
354. 11:00are the best person to listen to around
355. 11:02that given thing that you are delivering
356. 11:05the video on and delivering the promise.
357. 11:06How are you going to get me there? This
358. 11:08is the plan where you show them the
359. 11:09steps. Best believe you want to make it
360. 11:11clear every single step that you're
361. 11:12going to be covering in that so they can
362. 11:13believe you're actually going to fulfill
363. 11:14on the promise that you made. And is
364. 11:16this really for me, which is persona.
365. 11:18You want to make it clear that it's for
366. 11:19them, especially when your title and
367. 11:21thumbnail could capture different
368. 11:23audiences, and the viewer could be
369. 11:24thinking, "Hmm, it could be for this
370. 11:25audience and not me." You've already
371. 11:26watched one of these. With this, the
372. 11:28promise is give me 15 minutes and I'll
373. 11:30make you disgustingly good at YouTube.
374. 11:31The proof, over 100 channels and the
375. 11:33most viral video in the niche, to plan
376. 11:35every single decision from the idea to
377. 11:37the results. And once the hook has
378. 11:39handled the doubt, that's when the body
379. 11:40has to deliver, and that's this part.
380. 11:42So, your first priority is getting them
381. 11:44real value as fast as they can, and then
382. 11:46delivering them everything the title
383. 11:48promised. Most people plan a video by
384. 11:49writing down everything they knew about
385. 11:51the topic, and end up with great
386. 11:52information that still misses what the
387. 11:54viewer actually came for. Software
388. 11:56engineers have a fix for this. Before
389. 11:57they build anything, any program, they
390. 12:00write what we call an acceptance
391. 12:01criteria. And what this is, it's a list
392. 12:04of every condition that the program has
393. 12:07to meet in order to be successful. And
394. 12:08it isn't finished when it looks
395. 12:10finished, it's finished when every
396. 12:11single condition passes. And this is how
397. 12:14you can remove the execution as a point
398. 12:16of failure from being the video, cuz
399. 12:17that's what most people get wrong. They
400. 12:19don't know if they've actually made a
401. 12:20good video or not. So, for example, your
402. 12:21title is the program, this one here, the
403. 12:23most valuable YouTube training you'll
404. 12:24ever watch. So, what you want to do is
405. 12:25decompose that promise. Ask what has to
406. 12:28be true by the end for the title to be
407. 12:30true. Then, you break each answer down
408. 12:32again. So, you decompose it and chunk it
409. 12:34down into its smallest truthful
410. 12:36components until you're crystal clear on
411. 12:37what you need to do and deliver on. And
412. 12:39that list is what becomes your outline.
413. 12:40This is the best way to make a video
414. 12:42outline after you've got the hook. So,
415. 12:43take my training, as I said, the most
416. 12:44valuable YouTube training you'll ever
417. 12:45watch. It had to be what the best on
418. 12:47ideas, packaging the video, conversions
419. 12:49and data, with zero gaps in the process.
420. 12:51Every single criterion is a single point
421. 12:53of failure. And if you pass them all,
422. 12:55that's when you've kept the promise, and
423. 12:57you can assume you will have high viewer
424. 12:59satisfaction because the goal is not
425. 13:01retention, that does not matter, it's
426. 13:02satisfaction. Your brain also doesn't
427. 13:05react to how good something is, it
428. 13:07reacts to how good it is compared with
429. 13:11what you expected. And if you beat that
430. 13:13expectation, your brain, it's going to
431. 13:15reward you. If you fall short and it
432. 13:17feels like a letdown, even if the video
433. 13:19was decent. So, my training, for
434. 13:21example, kept people for about 12% of
435. 13:23the video on average, which most people
436. 13:24would consider terrible retention. And
437. 13:26on paper, that looks terrible, but at
438. 13:27the end of the day, it got over 800,000
439. 13:29views on its way to a mill and added
440. 13:30over 200 came on through recurring
441. 13:31revenue to my business last month
442. 13:32directly attributed just to that video.
443. 13:34That was just from that video. Because
444. 13:35the right people got more than what they
445. 13:37expected. And that starts this positive
446. 13:39feedback loop where satisfied viewers
447. 13:40signal to YouTube to show your video to
448. 13:43more people like them because they were
449. 13:44satisfied and YouTube wants to keep
450. 13:45people on that platform. And then
451. 13:47they're satisfied too, those new
452. 13:49viewers. So, YouTube shows it to even
453. 13:50more people and because you've done the
454. 13:51title and thumbnail correctly, you're
455. 13:52also capturing more of your viewers over
456. 13:54your competition because you're winning
457. 13:56that click on the YouTube home feed in
458. 13:58this winner-take-all game of YouTube.
459. 13:59That is why YouTube is winner-take-all.
460. 14:00Now, reading your results once it's
461. 14:02published, you watch how it performs and
462. 14:04work out why. Early on, you're
463. 14:06predicting one thing, are the viewers
464. 14:07satisfied? Now, the strongest signal of
465. 14:09this that I've found that nobody ever
466. 14:10talks about is positive comments.
467. 14:12Positive comment to view ratio and also
468. 14:14the qualitative aspect of that where you
469. 14:16actually just look at what people are
470. 14:17saying in the comments. If you go to my
471. 14:18video, you'll see loads of comments like
472. 14:19this, in search for gold, I found
473. 14:21diamond. Wow, how is this video only got
474. 14:2310,000 views when it was at 10,000 views
475. 14:24so on and so forth. Now, it's going to
476. 14:25be 800,000. So, it's the best leading
477. 14:27indicator. Like to view ratio as well
478. 14:29and subscriber to view ratio also back
479. 14:31this up. If you look at all of these
480. 14:33data points, as well as a view graph
481. 14:35that is performing outstandingly
482. 14:37compared to your usual videos, for
483. 14:38example, it looks exponential and it's
484. 14:39above the average views that you're
485. 14:41getting in that average shape. If all of
486. 14:43those factors combined are positive
487. 14:44signals, then chances are your video's
488. 14:47going to blow up. None of those numbers
489. 14:48ever tell you what to do. They tell you
490. 14:50where to look. Most people get this
491. 14:52wrong. A low click-through rate doesn't
492. 14:54mean change the thumbnail. Most people
493. 14:55say 3.4% click-through rate, let me
494. 14:56change the thumbnail. It's a signal that
495. 14:59means look at the thumbnail and ask if
496. 15:01it makes sense why it's that low. We've
497. 15:03had thumbnails that are 2, 3% with
498. 15:05videos that are highly successful cuz
499. 15:06there's so much signal and noise between
500. 15:08these metrics, you can't just look at it
501. 15:10objectively in isolation. A sharp
502. 15:11drop-off as well in the retention curve
503. 15:14means look at what happened in that
504. 15:15moment. If 5 minutes into the video,
505. 15:17you've got a sharp drop-off, oh, you
506. 15:18look at it, you made a direct call to
507. 15:20action that clearly turned 30% of the
508. 15:22viewers off. Maybe you should cut that
509. 15:24out in post-production after it being
510. 15:25posted. That is the complete loop of
511. 15:27YouTube. Ideas your market already want
512. 15:29to watch, packaging that wins the click,
513. 15:31and a video that satisfies the people
514. 15:33who did click, and then results that
515. 15:36make the next video better. Failures are
516. 15:38still going to happen and that's
517. 15:39completely fine, but if you understand
518. 15:41why each decision was right or wrong,
519. 15:44every failure makes the next video
520. 15:46better. That's it.