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How Distribution Can 10x Your Luck, Career & Income — Transcript

by Varun Mayya · 7,217 words · 1,091 segments · language en · Watch on YouTube

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0:00All the success you have ever had in
0:01life is luck. But the trick I've learned
0:03is you can engineer luck. Content is
0:05going to be the future of marketing.
0:06It's going to be a huge industry. All
0:08benefits of content are random and
0:10unexpected. In my opinion, like the
0:12future of like business in India is all
0:14going to be creator run. That is the
0:15magic of [music] content. Distribution
0:16is like 10 times more valuable than
0:18product. It turns out if you have
0:19distribution as a doctor, you end up
0:21making actually [music] 10 times more
0:23money than the next doctors. The best
0:24brands in the world are very
0:26founderdriven starting to do YouTube.
0:28They're like, "If I want to build a
0:29long-term company, if I want to build a
0:30[music] legacy, I have to do this now."
0:32We've taken nobody's and we made them
0:34successful in the internet. I'm a good
0:35example of this. Nobody [music] knew me
0:37like 10 years ago. It's whatever we've
0:38done, let's say for AV or Full
0:40Disclosure or 100X Engineers, [music]
0:41all these people have become successful.
0:43We made superstars. I'll tell you the
0:44process
0:48[music]
0:56guys. So this kata you guys will really
0:58enjoy as a company. This is what we do
1:00for a living. We create distribution. We
1:02do over a billion views in English every
1:04month now. We've been consistently doing
1:06that for many months. We work with
1:07hundreds of enterprises in India helping
1:09them build out distribution.
1:12And I want to tell you and this is more
1:14like a
1:1615 14 15 year snapshot of my
1:18entrepreneurial career where I've
1:20realized that distribution is the most
1:21important thing. Actually, distribution
1:24is like if I had to just map it out,
1:27it's like 10 times more valuable than
1:29product. In fact, I would argue if you
1:31have distribution, you can also build a
1:32great product because you'll be able to
1:33attract good talent, good capital, good
1:35customers, etc. And that fuels you to
1:38end up building a much better product,
1:40right? Because you have all the
1:41resources, you have the right clients,
1:42you have money. So, I think distribution
1:44is like the most critical thing. And
1:47actually it's so critical that it's
1:51also very critical for you the
1:52individual.
1:55It's in fact
1:57think about it know like logically it
1:59makes sense. Let's say you're a doctor.
2:02Okay. And I met a doctor recently on the
2:05plane and he's like he's a very
2:07well-known doctor. He has 200,000
2:10followers. Until now we've not seen
2:12this. Okay. Till now we've only seen
2:14distribution like celebrity fields or
2:17like cricket or this or that. We never
2:19seen distribution of doctors. It's a new
2:21phenomenon. So I was like okay this is
2:23interesting. You're a famous doctor. So
2:26how's that? And he runs his own clinic
2:29and I have met many doctors in my life
2:33who run their own clinic. Eventually
2:34after a certain time many of these
2:35doctors run clinics and I couldn't
2:38believe the numbers.
2:41Just like our business, it turns out if
2:43you have distribution as a doctor, you
2:45end up making actually 10 times more
2:48money than the next doctors because
2:50every day, he's like, I have like 300
2:52patients in my at my place every day.
2:55And he's like, I had to get more doctors
2:56because I couldn't see more than like 30
2:58myself. Even 30 was a stretch.
3:02So, distribution also works for doctors.
3:05Like, okay, does it work for plumbers?
3:07Absolutely.
3:09It works for every role. It works for
3:12the brand selling jeans. It works for
3:14the company selling cars. It works for
3:16the individuals looking for jobs.
3:20It works for the guys selling jackets.
3:21It works for the guys selling mobile
3:23phones.
3:24It works for the biggest AI companies in
3:26the in the world. So, distribution is
3:29absolutely king. And today, I want to
3:32tell you like a good rundown of
3:35everything I've learned about
3:35distribution, right? I'm going to tell
3:38you what we've learned from running AOS
3:40as well and seeing all these views up
3:41front. How people think, how people
3:43behave. Uh why is it important? And
3:46today you're hopefully going to walk
3:47away with the right idea behind
3:49distribution. It's not just about views.
3:50It's also about trust. So we'll
3:52hopefully learn a little bit even for
3:54the people watching online. I think uh
3:56this is going to be a good master class
3:58in in how you should think about
4:00building distribution for yourself and
4:02for your company. Both two separate
4:04things we'll look at.
4:06This is a little bit old this deck. So
4:08in this deck, we still did 400 million
4:09views. Now we're much I wrote this like
4:12like 6 months ago. Yeah, we're much
4:14larger than this. We have more than 10
4:15million followers across our channels.
4:17Maybe more than that actually. Uh this
4:19doesn't even include our client
4:20channels. Across our channels, client
4:21channels should be easily over 20
4:23million followers. And most importantly,
4:25I think one thing that people can give
4:27us credit for, which is true, is that
4:28we've made superstars. We've not taken
4:31like somebody like already wellknown and
4:33made them more wellknown. We've taken
4:36nobody's and we made them successful in
4:38the internet. I'm a good example of
4:39this, right? Nobody knew me like 10
4:42years ago. It's not like some someone
4:45came and said this person, you know,
4:47that didn't happen. And whatever we've
4:48done, let's say for AV or full
4:50disclosure or 100x engineers, it's like
4:52all these people have become successful.
4:54So we've done this multiple times over
4:56as individual brands as well as company
4:58brands. So yeah, we've made superstars.
5:01I'll tell you the process.
5:04Firstly, let me tell you the benefits
5:06before I get into process. Let me tell
5:09you that all benefits of content are
5:12random and unexpected.
5:15Everything is luck.
5:17Actually,
5:19all the success you have ever had in
5:20life is luck.
5:23How many of you got lucky getting in
5:24here?
5:27Okay, everyone's put their hands up.
5:29Some people are not putting their hands
5:30up. You applied. you got into a job but
5:32like let's say you applied let's say you
5:33did the you know the normal thing of you
5:35applied you got into a job you through
5:37the interviews you came here you thought
5:38you deserved it what language do you
5:40speak
5:43some of you you know English you know
5:45enough English but what if your parents
5:48had not put you into an English medium
5:50school
5:52don't you feel you got lucky that your
5:53parents put you in English medium school
5:56but like aren't you lucky that you
5:58weren't born in some tribe in Africa
6:02that doesn't have contact with human
6:03beings. Aren't you lucky there?
6:06So my argument is like whenever people
6:09say oh you know this person is lucky or
6:11that person like all of us are lucky. I
6:14could have had you know I could have met
6:16with an accident when I was young even
6:17before I was like an adult and I would
6:20could have lost both my hands and legs.
6:22Anything can happen in this world. Okay.
6:24Similarly my opinion is all success is
6:27also luck. Just like all the bad stuff
6:28is luck. All success is also luck.
6:32But the trick I've learned over the last
6:35three years of my life specifically is
6:37you can engineer luck.
6:40If you increase your surface area,
6:43if more people know you, more
6:46opportunities have a chance of coming
6:47your way. But you can really expand
6:49that. And you can expand that to
6:51billions of views. You can expand that
6:53to other countries. You can expand it to
6:55China if needed.
6:57Right? So you can drive luck your way.
7:00Okay? But know that that's why when
7:03people do content like when am I going
7:04to get make this much money? When am I
7:06going to get here? I'm like these are
7:06all stupid ways of thinking. No one can
7:08answer this question. All you're doing
7:11is yesterday you were certain amount of
7:12lucky. Let's say you had let's say you
7:14were a game character and you had luck
7:16stat. Your luck stat was five yesterday.
7:19Ar you have thousand more followers. For
7:21whatever reason some real went viral.
7:23Now your luck stat has gone from five to
7:24seven.
7:26Today I'm standing here with so many
7:28successful channels and I'm telling you
7:29my luck all that's changed is my luck
7:31stat is now close to the hundreds.
7:34That's all.
7:36And I think life only depends on the
7:38luck stat. And it's there's a way to
7:40increase it which is just to have more
7:41people know about you. Okay. Anyway,
7:46do you know what this thing is? This
7:48thing is
7:50you'll see this on like some buildings.
7:54Have you ever wondered why the Empire
7:55State Building or any of those buildings
7:57have this tall like it's called a spire?
8:02You know what it is? It's a lightning
8:04catcher. When lightning hits, it catches
8:07lightning
8:09so that you know lightning doesn't hit
8:11other things. I feel like the goal of
8:14creating content is to build this for
8:15yourself. Is to build a lightning
8:18catcher.
8:20When lightning hits, you need to be in
8:22position to take it.
8:24And a lot of success is lightning
8:26hitting.
8:28You can also do the negative part like
8:29for example I guarantee you if you took
8:31a bike today every day without helmet
8:33for the next 10 years of your life if
8:35you you know drove down gu section
8:40reliably I can tell you at some point
8:41you're going to get an accident correct
8:44you all know this no matter how good you
8:46are at some point you're going to get
8:47into an accident if you drive without
8:49helmet middle of guards
8:52right you can increase that stat you can
8:54drive in the middle of guards while
8:56drinking alcohol for the next 10 years
8:58of your life. 100% almost you'll get an
9:00accident. Correct? What are you doing?
9:02You're increasing the chance of your
9:04negative luck by doing this again and
9:06again. Maybe the first time you do it,
9:07you're not going to get in an accident.
9:08But at some point, you're going to get
9:10in an accident. All we're doing is
9:12inverting that rule here. We're doing
9:14the opposite of it. Like, what are the
9:16things we can do to increase our luck to
9:19get lucky, to make more money, or to be
9:21more successful or to meet more people
9:23or whatever it is that you want?
9:26What is the opposite of like drinking
9:27alcohol and driving rashly in the middle
9:30of the guts?
9:32That is what we're trying to do. And the
9:34answer to that question is to create
9:36content.
9:38You might not think the opposite of like
9:40sitting driving drunk in the guts is
9:42like to create content, but it is. If
9:44the goal is to increase the positive
9:46things that can possibly happen in your
9:48life.
9:50So
9:54you can use it to drive traffic to
9:56anything. Correct? That's how you start
9:58selling t-shirts tomorrow. You can you
10:00can send traffic to those t-shirts. You
10:01can make some money. Correct? Maybe your
10:04friend has a
10:06has broken his leg and doesn't have
10:08enough money and is now raising a
10:09fundraiser to pay for leg reconstruction
10:12or to for surgery. You can drive traffic
10:15to him, correct? To his cause so he can
10:19get his leg back. You're helping your
10:20friend get his leg back, right? You can
10:23sell, you know, an energy drinks. You
10:27can also sell yourself for a job and be
10:29like, "Guys, I'm looking for a job." If
10:30you have a large audience, there'll be
10:31at least some person who wants to hire
10:33you. Yes or no? So many benefits.
10:36[snorts]
10:38I give a very good example of you know
10:40Growquick. I don't know how many of you
10:42have heard of Growquick but they used to
10:44be our customer is one of our first
10:46customers when we first started YAS on
10:48the YouTubers YouTube side. And I
10:52remember they would create content they
10:53would give value to people first. They
10:55would create content with people, you
10:57know, something interesting about D2C.
10:59And then every sixth video, they would
11:01say, well, here's why you should use
11:02Growquick.
11:04Here's why you should, you know, use our
11:07app to do this. And it worked
11:09flawlessly.
11:13In fact,
11:15most of you can use content to direct
11:17traffic. And we've seen a lot of brands
11:19at Yas do this, right? You can use
11:20traffic. You can use content to direct
11:22traffic to your own products and
11:24services. You might think that's the
11:25ideal way to use it. But I think the
11:27ideal way to use it is a as a luck
11:29catcher. You don't know man. Tomorrow
11:31American embassy could reach out to you
11:32and say, "Hey, can you work with us on
11:34ABCD?" Tomorrow the biggest finance
11:37company in the globe can reach out and
11:38say, "Can you work on this with me?"
11:40That is the magic of content.
11:43As we were talking about US embassy,
11:46this is the US embassy reaching out.
11:47This is on 19th May. I don't know what
11:49they want. and I didn't go like this.
11:52You'll get 100 opportunities.
11:54But the point is that these
11:55opportunities start kicking in and you
11:57build relationships very quickly. You
11:59wake up and you build relationships with
12:00everyone and they'll all have something
12:02they want. Maybe a content need, maybe a
12:05need to like anything. I don't know. And
12:08you can just very easily decide okay
12:10these 15 people who I know now because
12:12of these things that I'm doing with them
12:14want A. So maybe if I build a business A
12:17all of them will want it and they'll pay
12:18me money which is exactly how AOS was
12:20built. That's why I keep saying in my
12:23opinion like the future of like business
12:25in India is all going to be creator run.
12:27I think creators are going to like run a
12:30lot of business in India because of this
12:31reason.
12:33You get all the deal flow and then
12:34you're like all of these people want
12:36this. I just need to put put a team
12:37together to solve this.
12:41What is the difference between content
12:42and distribution?
12:48What is the difference between content
12:50and distribution?
12:54No one has an answer.
12:56>> Content can be anything creative like
12:59the material.
13:00>> Okay. Content is a material.
13:02Distribution is
13:04>> the audience or the
13:06the way to spread that.
13:08>> Got it. So, it's the people who are
13:10watching that content that's the
13:12distribution.
13:14>> Awesome. I think the way I define is
13:17slightly different but on the same lines
13:19which is that content is you're making a
13:22video. You're giving some value to
13:23somebody and the way to think about that
13:25video is this is a piece of value and
13:28there's two kinds of value. One is util
13:29utilitarian value which is I taught this
13:32person something you know I've given
13:33some information to this person or
13:35there's entertainment value there are
13:38two kinds of value in content
13:42utility entertainment
13:44okay now when people watch this and they
13:47see this value most of them will reject
13:50the value [snorts]
13:54I don't want to see this entertaining
13:55video I don't want to see this
13:56information video but some people will
13:58see it. They'll see it once. They'll be
14:02like, "Okay, nice value. More on the
14:04next thing." Then again, you put out
14:06another piece of content, either utility
14:08or entertainment.
14:10At some point, there'll be an audience
14:11who's watched your utility video enough
14:13times or your entertainment video enough
14:15times, they wake up and they say, "Okay,
14:17maybe I should follow this person."
14:20And that, my friends, is distribution.
14:22You built a little bit of trust. They
14:24know a little bit about you. And I would
14:25argue there are many different types of
14:27trust. There's a person who's just
14:28watched my video who probably has zero
14:31trust or very little trust for me.
14:32There's a person who watched hundreds of
14:34videos, who's probably watched some BTS,
14:35who's watched the cutters. You know,
14:37there's so many people on my short form
14:38content who never watch the cutters
14:40and I built an impression of what I
14:42could possibly be like straight from the
14:44shots, which is an AI avatar,
14:47right? It's just to me it's crazy that
14:50that would even happen.
14:52So what I'm trying to tell you is that
14:54distribution is the people that actually
14:56end up following you who are in some way
14:59they make life decisions partially in a
15:03little way based on what you have
15:04decided and what you say and what you
15:06tell and you know how you live your life
15:08because they follow you kind of like
15:10their extended friends. You're kind of
15:12like their sounding board. And if you're
15:14an entertainer then maybe you're
15:16influencing them in the way you act
15:18right like in the past 20 or 30 years
15:20ago a lot of entertainers used to smoke
15:22and a lot of people used to go to watch
15:23the movies and be like I also want to
15:25smoke exactly like that you know
15:26whatever they do with their hands I also
15:27want to do that so influence is also
15:30very subtle it's not just yeah bike it's
15:33what you do how you behave which also
15:36gets mimicked by people because the
15:38world runs on something called mimemesis
15:40which is we emulate the people we
15:44Anyway,
15:47how many of you think content has
15:48immediate ROI?
15:50Sales
15:53almost never happens,
15:56right? There's never any immediate ROI
15:57in content. In fact, I would argue the
16:00only type of immediate value you have in
16:02anything in India, especially India, is
16:05if you're selling a product through ads
16:07which is less than 400 rupees. If you
16:10run an ad for a product, let's say
16:11you're selling a toothbrush, it's under
16:13400 rupees and you're running an ad for
16:14it or a t-shirt or whatever, then
16:16probably you might get immediate ROI.
16:18Somebody sees it, they snap by it,
16:19they're like Karia. But almost
16:21everything else, let's say, have you
16:23gone on the buyer's journey of buying a
16:24shoe?
16:27How many of you have seen a shoe and
16:28immediately bought it? A shoe which is
16:31like 2,000 5,000 rupees. You always
16:33think about it a little bit. You
16:34compare. Even with technology, we do
16:36this. We check a shoe, we compare, we go
16:38through our own journeys. and then
16:39finally we buy it. Today I'm going to
16:41deconstruct how you actually do that
16:44by asking you a question first which is
16:46is your trust measurable.
16:48How many of you bought something from
16:49Nike?
16:52Okay, a lot of people put their hands
16:53up. How much do you trust Nike on a
16:56level of 1 to 10? Give me actual
16:58numbers.
17:01Okay. Seven.
17:03>> Seven.
17:04>> Eight.
17:04>> Eight.
17:06>> Nine.
17:08>> Nine. Why not 10?
17:11Why not 10?
17:13>> They have some issues.
17:15>> Okay. Somebody says they have some
17:16issues. No clear issues, but Oh, yeah.
17:19Issues. Anyone else?
17:22>> I think it's human tendency to not give
17:2410 on 10.
17:25>> It's human tendency to not give 10 on
17:2710. Anything else? Late deliveries from
17:30official site.
17:32>> Late deliveries from official site.
17:33Okay.
17:34>> I think we know them enough that we'll
17:35give them an eight, but we don't know
17:37them completely.
17:38>> Okay. So, you don't know them
17:39completely. My question I have a
17:40question to you now. Why not rate them
17:42like three?
17:45>> I I feel like they've been in our fields
17:47or in our minds for a very long period
17:50of time and they've sustained that.
17:52>> We know a lot of people use that.
17:53>> Okay. Question to you. Yeah. Sorry.
17:57influences
17:59>> big big associations associations. Okay,
18:03here's my opinion. I don't think it's
18:05possible to measure very clearly how
18:08much somebody likes something or how
18:10much somebody trusts something. It's
18:12very tough. And I think more than that,
18:15I also think it changes dayto-day. And I
18:18also feel like I don't remember when I
18:21saw which Nike asset which made me a
18:24fan. I just kept seeing them. Same with
18:27Dyson. Same with Apple. I just kept
18:30seeing them and eventually I made a
18:31purchase.
18:33You just keep seeing them around and you
18:34just make a purchase. Now, why do you
18:37think when an employer is hiring you,
18:40they're not following the same process
18:42in their head? Hey, hey, this guy, I
18:44just keep seeing him around Twitter. I
18:46just keep seeing him around Instagram.
18:51Why do you feel it's not the exact same
18:53thing?
18:57My viewpoint is that everybody can be a
18:59Nike and every decision is made the same
19:01way you just made this Nike decision.
19:05You can build trust. You can keep coming
19:06showing up every week, every few weeks.
19:09You're investing in the future. You
19:10might not need anything right now. Might
19:12not be looking for a job right now. But
19:14you want to make sure you're known
19:15enough for 3 years later when you're
19:18looking for a job. But if you know what
19:20I've seen when somebody leaves AOS
19:23immedely next day they'll be real
19:28like you know you could have always
19:29passively like tweeted about this you
19:31could have always passively spoken about
19:33this on LinkedIn
19:36but it's almost like oh now I have to
19:37build trust and everyone can see that
19:39you're urgently trying to build trust
19:40and urgently trying to build
19:41distribution
19:43when honestly all you have to do is like
19:44whatever experience you have during the
19:46day you can text you can talk about it
19:47you can do it in text because In my
19:49opinion, at least with the world of
19:50jobs, text is taken much more seriously
19:52than video right now at least. So a
19:54LinkedIn or Twitter will do much better
19:55for you than you know Instagram or
19:57YouTube. But you can start doing it.
20:01It's never measurable.
20:03You can never really measure it. But you
20:05know that roughly you know whether you
20:07trust somebody or don't. You know
20:09whether you trust a brand or you don't.
20:12I think we've spoken about we've covered
20:14this before but um when Nike moved from
20:17let's do content you know no no ROI
20:20content let's just you know create good
20:22brand good vibes when they move from
20:24that to let's do ads let's do measurable
20:27cr spend to can we make three rupees
20:29back the minute they did that they lost
20:31$25 billion in market cap in a day
20:35spoken about this before it's crazy so
20:38the minute you go into transactional
20:39mode even in your own lives it ends.
20:48Let's go through the process of
20:49purchasing a vacuum cleaner. Let's run
20:51an exercise.
20:53Okay? And I'm going to ask you guys a
20:55very specific question. You've never
20:56thought about this question before. How
20:58many exact touch points before somebody
21:01trusts a brand organically? You all said
21:02you trust Nike 7 and above, right? 7 8 9
21:05We got some numbers. How many touch
21:08points does a company this is a new
21:09company let's say bikey need for you to
21:12trust them seven and above how many
21:14exact because I can tell you how many
21:16exact can you tell me how many exact
21:20>> someone says eight so eight okay so what
21:23do they need to do 57 means five tweets
21:25is enough if I run five ads on five
21:28tweets and show it to you is that enough
21:30would you buy from them
21:31>> then
21:33>> huhast
21:34>> someone said at least 100 or you need to
21:36say at least 100 pieces of content
21:38>> for one or two. So if the association is
21:40big enough
21:41>> says one or two. Okay. Anyone else?
21:46>> More than you have to give me a number.
21:48Huh?
21:49>> Which points do you mean of content or
21:51pain points?
21:53>> Oh content
21:54>> where they've seen you like when you
21:56bought Dyson billboard
21:59or like let's say you bought a phone.
22:01How many billboards have you seen? How
22:03many have you consumed? How many pieces
22:04of content have you consumed? How many
22:05ads have you consumed? How many? You
22:07know sometimes placement is there? No.
22:08Like sometimes bottom right just one
22:10logo is there in some let's say movie
22:12when bottom right one logo is there. How
22:14many of those do you need to consume?
22:15What's the exact number? Shall I tell
22:17you the number?
22:20Here are the numbers. Actually before
22:22that I'm going to tell you the rule.
22:23Something called a 4711 rule. Okay. It's
22:26a Google rule. Google came up with it
22:29specifically for advertising and
22:31marketing. In order to convert a
22:33customer into high trust, which is they
22:35are now willing to buy something from
22:36you, you need to reach out to them on
22:39four different platforms,
22:41you need to reach out to them seven
22:43different touch points and 11 hours of
22:47total content.
22:49Maybe I'm getting it wrong. Maybe I
22:50think it's 7 hours of total content and
22:5211 touch points. Whatever. I'll we'll
22:54we'll find the exact this thing and put
22:56it on screen. But isn't that a lot of
22:59content?
23:0111 hours of total content or 7 hours of
23:04total content. That's a lot. It's hours,
23:06not like minutes.
23:08That's a lot of content,
23:11right? In fact, you can break it down
23:12per industry.
23:14If you're selling a B2C product, okay,
23:17let's say some app you're running or
23:19like some e-commerce, some, you know,
23:22water bottle or like shirts, five to
23:25eight touches for basic recall and first
23:27conversion.
23:30Okay? If you're selling a mid-t B2C and
23:32this let's assume this is under 1,000
23:33rupees. Okay. Ideally under 400 rupees
23:37mid ticket B2C something that's maybe
23:40like a phone. Okay.
23:43It's 11 touches across four channels.
23:47Yeah. Google 74 714 rule is 7 hours 11
23:51interactions four different locations,
23:53four different platforms for genuine no-
23:56like trust.
23:5811 touches across four channels.
24:01High consideration B2C. Let's say you're
24:03selling a course or like insurance or
24:07like real estate or like a degree boss
24:1112 to 27 touches
24:1420 plus hours of content.
24:17It's crazy. And that content can also
24:19come from your friends. It could be my
24:21friend telling me you should join
24:22Manipal. How many minutes of that? 5
24:25seconds like that. multiply it. And you
24:28might you might be like, "No way. I've
24:30heard about this brand like for so many
24:32hours." But it's true. We live so many
24:34waking hours. We don't even remember
24:35half our conversations. But this is what
24:37you need if you really want to convert
24:39people. If you really want your content
24:40to work, if you really want to hit
24:43scale, if you really want to be a
24:44lightning catcher, this is what you
24:46need.
24:49Core B2B vendor short list, right? If
24:52you're a B2B vendor, if like us, we are
24:54a B2B vendor, right? We provide content
24:56services and AI services to companies.
24:5917 interactions per vendor inside a
25:01buying community. So once they've
25:03decided to buy and they're evaluating
25:04vendors, they need to still meet you 17
25:06times. So when someone says that, "Oh,
25:08I'm going to go do AOS." And it never
25:10happens. They're like, "Oh, I just can't
25:12crack the enterprises." Like, you'll
25:14have to meet them 17 times. You have to
25:16figure out the way to do that. Maybe the
25:17first time is them watching a video of
25:18yours, but whatever it is, 17 times till
25:21you close something.
25:23If it's a complex B2B deal like some of
25:26our larger deals, right? 60 touch points
25:28overall can exceed 100 touch points if
25:31you're charging more than 80 lakhs a
25:34year, 7 lakhs a month.
25:3780 times 80 to 100 60 to 100 times you
25:40have to meet a client before they even
25:42say sign off and say yes. And some of
25:44those times you don't even need to
25:45physically meet them. Maybe they've seen
25:46your videos in the past. Whatever it is,
25:48they've touched you have touched them in
25:49some way.
25:52Again about 28.9 across industry times
25:56you need to like touch a client which
25:58means I know a person reliably
26:02going to work with me either join AOS or
26:05like you know buy something from us as a
26:07service or products if they watch 30
26:10videos.
26:12It's a lot of videos for them to watch.
26:14It's not easy,
26:17right? And maybe it could be one very
26:19long video, but ideally you want 30
26:21different videos, 30 different touch
26:22points.
26:24I don't think I'm there yet. For all the
26:27distribution we have, I I still don't
26:28feel like I have that repeat value. And
26:30to do that, I need to start using other
26:32platforms. I need to start like putting
26:33up billboards. I need to start making
26:35games. I need to like really, we need to
26:37go multi-pronged if you really want to
26:38win this.
26:40But it's also a lesson in there for you.
26:42You might put out one video, it might
26:44have gone viral be like ah
26:47but these are the numbers you need. You
26:50want to build a successful business,
26:51ever want to build, I know some of you
26:52will want to build successful
26:54businesses, these are the numbers you
26:56need.
26:57Good expectation setting.
26:59>> How calculated
27:01>> across industry averages? Because when a
27:03client closes, some companies note down
27:06how many touch points it took. Like we
27:07note down on some of our businesses how
27:09many touch points it took, how many
27:10different interactions we had. Some
27:12companies record it, they average it
27:13across the industry. They'll do
27:15interactions like a survey company will
27:17do interactions with the companies and
27:18ask them how many touch points. These
27:20are roughly right. At least for us it's
27:22roughly right.
27:24Okay. I next want to talk about proxy
27:26metrics which is
27:30we have this metric called distribution
27:31efficiency. All of you know this right?
27:33Like video Instagram it has a million
27:37views but has like three comments.
27:40What do you think the efficiency of this
27:41distribution is?
27:44Low
27:45>> low million views, three comments.
27:50Believe it or not, a lot of old people
27:51can't tell. There'll be someone working
27:53with some agency that'll be boosting
27:54every video, get three, three, two, two
27:56to three comments on millions of views.
27:58And it's just like no one knows how
28:01social media works.
28:03So I think the right numbers are you
28:06know if you can hit 10% engagement
28:08across comments and across uh likes and
28:12across Yeah. across comments and likes
28:14if you can hit 10% of your views that's
28:16pretty good. We get there quite often.
28:19If you hit 20% plus the algorithm is
28:21going to love you. In fact on Instagram
28:23it's very simple. If you have 20 plus
28:25seconds of watch time you're going to do
28:27very well. The video is going to do very
28:29well. And every second of watch time you
28:31lose from there from that 20 seconds
28:32you're going to do much worse. But 20
28:35seconds and above 25 seconds is golden.
28:37My I did a video on I show speed has 3
28:39million views um on his you know
28:42streaming infrastructure. That video has
28:4425 seconds 56 seconds of watch time
28:48right? So watch time is like very
28:50critical if you want to do well. But you
28:52can also tell from the engagement how
28:54well someone's doing. Right? So these
28:55are numbers for YouTube, Instagram,
28:57Facebook. Uh you can also track share of
29:00branded Google searches. So you track
29:02quarterly percentage of all non-paid
29:03clicks that are branded.
29:06Um so if I'm searching for a brand name
29:09and it's not paid then you that can
29:11appear on Google. You can as long as
29:13you're growing like 15% year on year
29:14your brand's like visibility is growing.
29:17And remember this right someone tweeted
29:18this in the beginning of your company
29:21when you're like you know sub 5 crores
29:23of revenue or 3 crores of revenue all
29:25marketing spend is ROAS spend or like
29:28you're trying to spend three rupees
29:29trying to make six rupees quickly you're
29:31trying to exhaust that quick snap
29:33audience the audience that will quickly
29:35buy something but like beyond a certain
29:37scale beyond 100 crores all advertising
29:40all marketing is awareness
29:43the 4711 rule increasing the number of
29:45touch points cuz Nobody buys directly
29:47looking at something and says tomorrow
29:48I'm going to buy this.
29:52Anyway, here are the platformwide
29:54engagement rates and the breakout line.
29:58Again, if you see these numbers, 10% is
30:01where you need to be on on Instagram.
30:04Actually, these numbers are different. I
30:05was talking about these numbers on the
30:06proxy metrics. These numbers, this is
30:09unique reach divided by followers. So,
30:11if you look at total number of
30:12followers, you can also do this math on
30:13total number of followers, right? If I
30:14have a million followers, how many views
30:16do I get per video? Let's say I have
30:18about 1.2 million followers. I get
30:19between 200 and 300K, that's about 20 to
30:2230%. Which is pretty good, right? It's
30:26it's the algorithm is of course like it
30:29means that we're doing well.
30:35And these are the engagement rate,
30:37right? Like I told you, likes plus
30:39shares. And that's like again, these are
30:41the numbers, right? So 4.2% 2% 2.5% 5%
30:451.5% on Facebook was a more dead
30:47platform more dead accounts
30:50again thumbnail CTR going through quick
30:54math all of you know this the middle of
30:56the platform with 4 to 6% the top 10% of
30:59channels is 10% plus the top channels
31:02all have 10% 8 to 10% thumbnail CTR now
31:05some of them might have lower CTRs and
31:07still be doing well because they're at
31:09more scale the CTR is obviously going to
31:11drop as you get more views. If you're a
31:12new channel or you have like, let's say,
31:1450,000 followers, you know, and they
31:16just start following you, you better
31:18have like 10% plus. But if you're like
31:20an old channel and you have like
31:22millions of followers and you have and
31:24that number falls, it's okay, right?
31:26Because you still have a broader base
31:27and YouTube understands that as things
31:29scale, numbers are going to convert a
31:31little worse.
31:34AVD like I told you, you're trying to
31:37look for like 70% plus.
31:41Actually, I would say I'll tweak these
31:44numbers a little bit older. I would
31:45tweak these numbers. Instagram, you have
31:47to look for 20 to 25 seconds minimum of
31:48watch time to do well. If you get above
31:5150 seconds, of course, you're going to
31:52fly, right? You're going to get 3 4
31:54million views. But like 25 to 30 is
31:56where you need to get to a million
31:57views.
31:59And like five 9 to 10 is like to just
32:02reach your existing audience. 9 to 10
32:04seconds. And you'll be very surprised.
32:06You might think 9 to 10 seconds so less.
32:09But like we did this experiments once
32:11where I pulled out my phone and I
32:13started watching reals in front of
32:14everybody else. And we couldn't even
32:16hold our attention for like 1 second.
32:19Within a second I asked the audience,
32:21"Guys, if you get bored, say next." We'd
32:23open the video. Actually, we can do it
32:25right now. Let's do this right now.
32:27Here's [cough]
32:29Instagram. Here's real. If you get
32:31bored, say next. We'll move to the next
32:33one. Ready,
32:34>> ladies?
32:38>> 3 seconds.
32:49Okay, 6 seconds,
32:54>> huh?
32:56>> Everyone's watching this.
33:01>> So anyway, as you can see, like even
33:03getting 9 seconds is so tough.
33:069 seconds just 9 to 10 seconds just to
33:08reach your existing audience. It's so
33:10tough on reals and shots. People are
33:12scrolling in 1 one second, but this all
33:14averaged. So all the people watching for
33:16one two2 seconds sitting on their
33:17bathroom like doing something else you
33:19have to average them out with someone
33:20intensely watching
33:22that's the world we live in like none of
33:24us are very good at thinking of large
33:25numbers but this is how large numbers
33:27work lot of people with quick drop offs
33:30who are just bored and doing other stuff
33:32like I'm doing this in the middle of
33:33something else but at the same time
33:35there'll be people who are like got into
33:37the video after 5 minutes or fans who
33:39want to watch the entire thing or some
33:41spectacle some crazy event happened and
33:42everyone wants to like the final six of
33:44the World Cup. Everyone wants to watch
33:46that. That like people watch intensely.
33:50I want to give you some background
33:51insights, right? U
33:55million views.
33:58Um has a total watch time of 263 days.
34:02So 263
34:04days totally people have spent. Imagine
34:06number of touch points, right? Across
34:09people. Of course,
34:11it has 78k likes,
34:15has 382 comments, has 97,000 shares and
34:1917k bookmarks.
34:22So imagine out of 1.2 million views
34:24about 10% were number of shares, little
34:27less than 10% were number of shares like
34:287 8% let's say. And as you can see
34:32within like a couple of days, the video
34:33will pick up if it's supposed to do
34:35well.
34:37You can see the top source of views.
34:38Mostly it's from the reals tab.
34:41You can see mostly it's nonf followers.
34:45And if you see here, you can see that
34:47this video has like a much higher view
34:49rate past the first three seconds. Next
34:52slide.
34:54So why don't marketing managers do more
34:56content then spoken about so many so
34:59much about the benefits so much of the
35:01fact that it's repeatable that you can
35:03actually make it work that you can do it
35:05again and again. We've done so many
35:06channels now. Why don't more people do
35:09it?
35:11>> No, I'll tell you why more marketing
35:13managers don't do it. I'm being honest
35:14here. The average CMO or marketing
35:17manager in today's age only lasts in a
35:19company two or three years. And like I
35:21told you, this is a long game of lot of
35:23touch points and a lot of waiting till
35:27success comes. It's a luck catcher,
35:29right? You're erecting a luck catcher.
35:30And the problem with putting up a luck
35:31catcher is that you can't tell exactly
35:34what that luck will be.
35:36Someone will reach out to the CEO and be
35:38like, I saw your video on this this
35:43deal. But the CEO will never go back and
35:45attribute it exactly to that marketing
35:47spend. No on that video. It's going to
35:49be like someone reached out to me and
35:50said they want to do this with me. How
35:52did you hear about us doesn't work so
35:54well and no one asked that like a CEO is
35:56not going to ask that in a conversation.
35:58It's almost like a lot of people are
35:59finding out about a brand through a
36:01specific thing that they did. Till now
36:03it's been attributed to marketing
36:05campaigns but people don't really
36:07attribute it to YouTube or Instagram but
36:08now that's changing like I think people
36:10are getting used to the idea that
36:11YouTube and Instagram actually work for
36:12this stuff but if a manager is going to
36:15be marketing manager is going to be in a
36:17company for 2 years they don't care
36:18about this this takes longer than 2
36:19years to work so like screw all this let
36:21me do the immediate thing let me run ads
36:25let me do the easier measurable thing
36:27like Nike I don't want to lose my job I
36:29don't want to do this thing which has
36:30like randomness element associated with
36:32But turns out like all like I told you
36:34all success is random. We're only trying
36:36to like
36:39I mean everything is random but like
36:42this is randomness plus takes two years.
36:44No one wants to risk their career on it.
36:45No one wants to take long bets. Everyone
36:47wants to take short bets. Next slide.
36:50Yeah this is I think a tweet from Nithan
36:53Kamat right. So he said that in two
36:56years they started doing content and I
36:57think they've become very sophisticated
36:58about this. Right. uh we've been helping
37:00them of course but
37:03I think they've not done any performance
37:05marketing if you look at the views 01 01
37:07by zera has done six cr views I think
37:09they've done totally like 10ish cr views
37:12big number of touch points right and
37:15some of the repeat values on like
37:16markets by zera very high right like
37:18people watch it every morning so very
37:20loyal audience and of course everything
37:23that nickel is doing with WTF so I think
37:25in general [snorts]
37:27the best brands in the
37:29are very founderdriven starting to do
37:31YouTube. I don't think if you just put a
37:33marketing manager there there they would
37:35take the risk of doing YouTube and
37:37Instagram. But I think the founders are
37:38getting in the hang of there. Like if I
37:40want to build a long-term company, if I
37:41want to build a legacy, I have to do
37:43this now, right? And I have to do this
37:46over the long run so that I catch some
37:47luck over time. Next slide.
37:51That's it. Awesome.
37:54Yeah. I just want a short primer on
37:55content. We have a book on this. It's
37:56called the content creator handbook. We
37:58have our own school for it now called
37:59Jensen. So like people can actually come
38:02in and learn content. We hire from Jens
38:04just like we hire from Av which is our
38:05school for video editors. The reason we
38:07started the school is because there are
38:08lots of people who wanted to create
38:09content but didn't know how and where do
38:12I get started and like so many secrets
38:14right like we we start like the first uh
38:19video sorry the first what do you call
38:21it class is about something called frame
38:24shifting which is a really cool
38:25technique which we use very often but in
38:28general I think that
38:30India has always slept on content we've
38:32not like really thought about it whereas
38:33China is very sophisticated about how
38:35they approach content it's
38:36it's properly done and now I'm very
38:39confident in the next few years content
38:41is going to be the future of marketing.
38:42It's going to be a huge industry. Uh
38:45we're already seeing lots of signs of
38:46it. That's why I would say we are
38:47growing as a company. We always hiring
38:49good talent who knows how to do content.
38:51So if you're online and you're like you
38:52understand how to do this, we'd love to
38:54work with you. But in general for your
38:56own life, remember that the number of
38:58touch points you need with any company
39:00you want to work at, any business that
39:01you want to run is not one or two. It's
39:04like in the 20s or 30s. The average it's
39:06about 30. So yeah, play the long game.
39:09That's it for me. Bye.

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