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Inside Riley Brown's 1.5M Follower Content Machine — Transcript

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0:00The first video on TikTok about Chat GPT
0:02was my video. It got 20 million views. I
0:05went from zero to like 200k followers in
0:082 weeks. That's Riley Brown. Riley has
0:10built an audience of 1.5 million
0:12followers, raised $9 to start a vibe
0:15coding company in [music] San Francisco,
0:17and developed a content strategy so
0:19systematic that a single viral video
0:22gets reposted across seven accounts
0:24every [music] week for the rest of the
0:26year. In this episode, you'll learn
0:28Riley's unique strategy for creating
0:30free content. Find what people are
0:32paying for, do it, and make it free. Why
0:34using AI to write your scripts is a
0:36mistake. The more you use AI for writing
0:39your scripts, the more [music] you're
0:40going to sound like AI, and in the long
0:42run, sounding like AI is suicide. Stick
0:45around to the end to learn the one
0:47content strategy he's using right now
0:49that's tripled [music] his company's
0:50revenue in 2 months. Thank you to 1010
0:53for sponsoring this video.
0:553 years ago, I started making content.
0:58Actually, a little over 3 years ago.
1:00Before Chat GPT came out, I decided that
1:02I was going to fully make content on AI.
1:05Uh this was
1:06honestly a means for me to explore my
1:09curiosities. So, I was in this Discord
1:12channel where people were starting to
1:13use Midjourney. I'm sure a lot of the
1:14audience has heard of Midjourney, which
1:16is just like an AI image generator. And
1:19AI image generation seems trivial now
1:21because like so many tools allow for
1:22this, and everyone has used it whether
1:24it's Nano Banana or uh within Chat GPT.
1:27You can just generate images. But at the
1:28time, I thought it was the coolest thing
1:30in the world. And it basically opened up
1:33all of these curiosities. Then I ended
1:34up in a Discord group for what was going
1:38to become Chat GPT. It was called GPT-3
1:40at the time, and people didn't even
1:42converse with it like a chatbot. Anyway,
1:45it became just a massive obsession for
1:47me, and I and I just decided, I'm going
1:49to dedicate my time to making TikTok
1:51videos about this. And then eventually,
1:54I'll find some sort of then I'll figure
1:56out how to make a living around it. And
1:57I quickly blew up to like 500,000
2:00followers on TikTok
2:02talking about AI. And creating content
2:06quickly became a means for me to follow
2:08my curiosities. And I was always diving
2:10as deep as I can into AI, and I always
2:14tried to get to an edge uh while making
2:16content. Like I wanted to be at the
2:18intersection between AI and content
2:19creation. And then eventually, I found
2:22uh AI and coding, which has become Vibe
2:26Coding. And I was the first person on
2:30long-form and short-form platforms to
2:32start talking about using AI to code
2:35despite being fully untechnical. And I
2:38fell in love with it. I I built a
2:40massive following on Twitter mostly uh
2:44where I was making videos building apps
2:46with AI. And people loved it. People
2:49started following me. I created a
2:51community uh a free community on Circle.
2:54And I know you're on Circle as well. I'm
2:55pretty sure you're a huge fan of the
2:56platform.
2:57>> Uh and we had like 15,000 people in this
2:59free community, and we didn't really
3:00know what to do with it. Eventually, I
3:02started running into
3:04problems.
3:05And this guy reached out to me on
3:07Twitter. He said, "Hey, I can help you
3:09out. I can help you create a back end
3:12for the apps that you're building." And
3:14so, he ended up helping me. His name was
3:15Onj. And I was like, "Dude, this was
3:18super helpful. Let's make a video about
3:19this together." We ended up doing
3:21Riverside like we are now. We filmed a
3:24video of him of us making an app without
3:28writing a single line of code and adding
3:30Firebase as a back end. And this video
3:33ended up blowing up. And uh I ended up
3:36reaching out to Onj again. I said,
3:38"Dude, this video was awesome. Uh why
3:40don't we work together?" And then we
3:42basically spent the next 6 months
3:43together hacking away at different
3:45things and making content. And
3:47eventually, he was just like, "Dude, I'm
3:49pretty sure we can make a mobile app
3:50that builds mobile apps." And then
3:52that's when our company formed. And we
3:55moved to San Francisco. We raised a
3:56bunch of money. I have a massive
3:58audience that's super interested in AI
4:00and coding. And so,
4:02sorry, this is a long-winded answer to
4:04say that like I've been using AI to ex-
4:07or I've been using content creation to
4:09just push the boundaries of my
4:12curiosities, and that ended up leading
4:15to a company, and we ended up raising $9
4:18uh to start a company here in San
4:20Francisco. And we're one of the
4:22faster-growing uh like vibe coding
4:25startups in all of San Francisco right
4:27now. And content is basically at the
4:29center. And I have two separate teams of
4:33remote editors, and we just make content
4:36again on what we find interesting within
4:38the vibe coding space. And we basically
4:41have unlimited content because I
4:42genuinely love like
4:44the vibe coding space, and I think I
4:46think
4:47just AI agents building software is
4:49really cool. And so, yeah, we just do it
4:51at scale. And I can hop into the details
4:53if that's interesting to you. It is. I
4:55want to I want to take a step back real
4:57quick because the speed at which you
4:59started growing on TikTok and then X was
5:02very, very fast, faster than most people
5:05would experience if they started
5:07creating under a new account on a new
5:09platform. And it it seems from the
5:12outside, you know, a couple years
5:14removed now, that it was practically
5:15immediate. But did it Was it really that
5:18fast? Did you really like hit something
5:21and it just worked, and you started
5:23getting eyeballs to your your content
5:27immediately? So, I was There was a
5:29period of time on TikTok where I was the
5:31only person making content on Chat GPT
5:33for like 2 weeks. Wild. And you can
5:35imagine.
5:37Yeah, people didn't really know what it
5:38was. And I had been in this Discord
5:40learning about what GPT-3 was before
5:43anyone.
5:44And most people who are interested in
5:45Chat GPT were kind of nerds. They were
5:47you know, people in the trenches of of
5:50this technology.
5:52And most of those people couldn't really
5:54articulate it enough to actually make
5:55videos on social media. I recognized
5:58this the day Chat GPT came out. I put
6:00out a video the day Chat GPT came out.
6:02The first video on TikTok about Chat GPT
6:05was my video. It got 20 million views.
6:08Uh ev- And so, I basically told all my
6:11friends and immediate family like, "This
6:13is all I'm going to do for the next 6
6:15months, and I'm going to see what
6:16happens. I think this is the biggest
6:17opportunity that I'll ever have." And
6:19yeah, I went from zero to like 200k
6:22followers on on TikTok in 2 weeks.
6:26Crazy.
6:27>> And
6:27you know, it wasn't because of my skill
6:30of making content. It was the fact that
6:31I was the only person or one of the only
6:34people who
6:36were making videos about the most like
6:39transformational technology of of our
6:41generation. So,
6:44that's kind of what I can attribute it
6:45to. And then I ended up
6:47over time pushing that audience to
6:49Instagram, and then I started building a
6:51following on on Twitter, and then on
6:53YouTube. Uh and I did a decent job like
6:56pushing my audience from one platform to
6:57the other. And now, between all of the
7:00platforms, I have close to 1.5 million
7:02followers. And I still talk about AI.
7:04Still I still love it. Still
7:05interesting. I just have a company now.
7:07It seems that there's a lesson here
7:09about the value of first-mover
7:11advantage. Because I would guess Well, I
7:15I feel 100% confident that you
7:18understand content much more deeply and
7:20intricately now than you did when you
7:22started. But I think a lot of people
7:23when they're getting started, they're
7:25like, "Okay, I hear that a hook is
7:27important, and I got to have B-roll."
7:29And they get so bogged down in the
7:31minutia of what makes a good video that
7:34they downplay some other aspects like
7:37what what is this video about? What do I
7:38have to say? And in a situation where
7:41you're first mover, it seems like it
7:43kind of takes a lot of that out of the
7:46picture. It matters far less. Do you
7:48agree? 100% agree. I especially think
7:51now in the current landscape just
7:52because of AI-generated content, anyone
7:55can just kind of get AI to
7:58create a basic script. But to genuinely
8:00have knowledge about something that not
8:03many people have knowledge about is I
8:05think 90% of the game. And I think it's
8:10incredibly important to just like become
8:11obsessed and interested in in in obscure
8:14things because I just really think AI is
8:17coming for a lot of content creators who
8:20just talk about like the same things
8:21people have been talking about for
8:22years. And I think there's never been a
8:24better time to be in the edge of of some
8:28sort of cuz all of technologies
8:29changing, which impacts content
8:31creation. And I'm sure that you think
8:33about how AI is going to impact content
8:35over time. And so, I would just find
8:38some niche intersection and get really
8:40knowledgeable and be able to talk about
8:42that subject without thinking about a
8:45hook. I do think hooks are important. Um
8:48and the way that I film my videos is I
8:50take an interesting idea, or uh we're
8:52going to build something cuz most of my
8:54videos are screen share where we're
8:55actually building something. And we'll
8:58film the whole video, and then
8:59afterwards, I'll just do the hook and
9:01intro. Um
9:02and then that is the acquired skill of
9:04actually getting really good at
9:06a capturing attention immediately, and
9:09then framing the video so that people
9:10know what to expect. They know exactly
9:12what value
9:13uh they're going to get out of the
9:14video. And mostly, you want to make sure
9:16that they know that they're not going to
9:17waste their time watching your video,
9:19which I've gotten really good at. And as
9:21you said, yeah, the more reps you do of
9:24that, the better you you just naturally
9:25get. This is a hard question to
9:27articulate, but I'm going to try because
9:28I've never quite asked it this way.
9:31I know from my lived experience, I wake
9:33up every day, and there's typically some
9:36thought or pattern of thoughts that's
9:38driving me forward. You strike me as a
9:40very ambitious person. So, you clearly
9:42have a plan and things that you want to
9:44accomplish each day. And I'm curious
9:46what your inner monologue is related to
9:49content when you get up in the morning.
9:52You know, before I started my company,
9:54it was way different. I would literally
9:57wake up, and I would just kind of I
9:59would go to coffee and I would just
10:01bring my phone and I would scroll
10:03Twitter and there was enough interesting
10:05things going on where I would just
10:06scroll until I found something
10:08interesting whether it was 11 Labs new
10:10voice model or some new uh that I could
10:13put into an app that I build. Like I
10:15would just literally find something I'm
10:16interested in and then make a video on
10:18it. Like that was my day. And then once
10:22I picked a video I'm like, okay, I'm
10:23tuning out everything except for making
10:24the video and I'm just going to make
10:25this really good. And you know, whether
10:28if I had I used to do a lot more paid
10:30sponsorship so that would always
10:31influence it a little bit but like that
10:33was basically my process. I'm like, find
10:35something I'm interested in where I'm
10:37going to be super passionate. My content
10:39where I'm really passionate in the thing
10:40is way better than content where I'm not
10:42passionate about it. And so I would
10:44always make sure that I'm deeply
10:46interested in it and then I would make a
10:47video. And real quick, before you say
10:49like what it's like today. In that world
10:51where your process was go through
10:53Twitter, find something you're
10:54interested in, make a video.
10:57What was the inner monologue behind
10:58that? Was it like
11:00I'm asking because some some days I feel
11:02almost panicked that I have this looming
11:04deadline of I need to create something
11:06today. And I don't think that actually
11:08leads to the best energy of what I need
11:11to create. And I'm just so curious
11:13somebody that's as prolific as you are,
11:14what your relationship to
11:18pressure if it exists or whether you're
11:20operating from a place of no stress, no
11:21pressure. Mhm.
11:24That's a good question.
11:25Um yeah, I feel like if I was ever
11:28giving my
11:29giving myself pressure to make content
11:32my content would always be worse.
11:34And I've talked to a lot of people who
11:37are seasoned in the content game, a lot
11:38of people who are in the newsletter
11:40game, you know, they've built up these
11:41newsletters that have hundreds of
11:42thousands of people and they turn their
11:46content engine into this kind of like
11:48structured business almost where you
11:50have like predictable
11:52uh revenue streams. The more structured
11:54I tried to get, the worse I started to
11:57perform in my content. And the more I
11:59was just playing, the better I was. Like
12:02the more I would grow ironically. Like
12:04the more results I would get from a
12:06from the uh paid sponsorship shot. Like
12:08everything would get better when I was
12:09playing versus
12:12when I had this like rigid structure.
12:14Um and I I knew that I wasn't my DNA is
12:18not in the boring business.
12:20Um
12:21whether it's newsletters, courses,
12:23communities. I've tried all of them. I
12:25think they're wonderful businesses and
12:26they can
12:27super high cash flow. They can impact a
12:29lot of people and help a lot of people.
12:31It's just not for me. The only business
12:33I saw myself starting is something on
12:35the edge. You know, I talked about how I
12:37love being on the edge. I love talking
12:39about cutting edge technology and AI
12:41specifically. And so I had to start a
12:43company in that spot for me to really
12:46capitalize on like what I've done so
12:48far. And that's why I went the route of
12:51moving to San Francisco and doing an
12:52actual startup because I think in order
12:54to create an AI startup
12:57that can truly scale to nine plus
13:00figures, you need to be on the edge and
13:03I think you do need to raise money.
13:04Cool. Okay. Well, sounds like you had a
13:05much healthier relationship to content
13:07than I currently do which is great. I'm
13:09curious like what's
13:11You you uh like are you running into
13:13some like mental barriers with content
13:14right now? I'm I'm curious.
13:16>> I think in some ways. I a lot of this
13:18changed when uh
13:20we had our daughter and like time has
13:22just constricted because I had built um
13:26a machine. I think of my business as
13:28kind of a machine to be honest and it's
13:30like
13:31I know that certain inputs lead to
13:32certain outputs. And if I need to change
13:34the outputs, I need to change the inputs
13:36or I need to change the design of the
13:37machine.
13:38The machine that I had built really
13:41demanded and consumed all of my time
13:43before having a child. And then in a
13:46post-child world, I had less time but of
13:49course wanted the same or better
13:51outputs. So I've I've had a really
13:54rough go of it over the last year and a
13:56half figuring out what does this mean
13:58for the future of the machine and my
14:00content because
14:02it's just not sustainable. I think
14:04that's come through at times in the last
14:06year in my content that it was feeling a
14:08little bit more like a job than it was
14:12this place of play that it previously
14:14had been.
14:15And now with
14:16the changes that are happening in the
14:17landscape I feel more pressure to adapt
14:21and fix this machine that I already felt
14:23pressure to fix in a more time-strapped
14:27world. So it's been it's been a
14:28challenge for me over the last call it 6
14:31to 12 months.
14:32Interesting. Yeah.
14:34Yeah, I think I I would always run into
14:37like every six six months I would run
14:39into like I felt the format that I was
14:41doing was getting stale. Uh I wanted to
14:44move and try different platforms which
14:46for a lot of creators actually creates
14:48more problems than it does harm. Like
14:50for the best thing to do might just be
14:51to like literally create rigidity and
14:53and stay consistent because I've seen
14:55what consistency can do for content
14:57creators. It's hard to deal with that.
14:59And yeah, I'm sure when I have kids I'll
15:01run into the same time constraints. So
15:03yeah, I guess I haven't dealt with that
15:04before. Oh, good. Uh so today you said
15:07that was your process. That was how
15:09things felt pre-company.
15:12So now today, what is your relationship
15:14to content? My relationship to content
15:16has changed a lot. Startups need to
15:19grow. Um and so
15:21eight months ago we started our company
15:24and we It was me and uh two other
15:26co-founders. Uh we just moved to San
15:29Francisco. We were in a WeWork and we
15:31were trying to build a product. And so
15:32half of my time
15:34at way more actually probably like 70%
15:37of my time is dealing with like stuff
15:39that isn't content. Whether it's helping
15:41figure out how to build the product,
15:43hiring developers. Our team right now is
15:46it's me
15:47uh one other person who uh runs the
15:49studio and then six developers. And we
15:52basically just build the product all day
15:54and I make content. Now, the benefit of
15:58starting a company and raising $9
16:00million like we did is I can outsource a
16:03lot of things without really thinking
16:05about the cost. You know, obviously we
16:06we take price into consideration but I
16:09have like two very high quality agencies
16:12overseas who edit my videos. It did take
16:13a lot of time to A train them and just
16:17hire them in general. But like once you
16:19get that down, it's incredible leverage
16:21to be able to just film a video and just
16:24send it off and I don't really think
16:25about it and then it just gets done
16:27correctly. And so that's incredibly high
16:29leverage. So that means all I really
16:30need to do is have two spare hours to
16:33film the video and I just film something
16:35I'm passionate about, send it off to the
16:36editor and everything else gets done. I
16:38don't think about the thumbnail or the
16:40title. Um but these are all things that
16:42take a lot of time because I had to
16:43train the team to do that. Real quick,
16:46what's the turnaround on that? You you
16:48film a video for an hour or two and then
16:50you ship it off to this agency. How
16:52quickly does a finished video get back
16:53to you ready to post? One of the
16:55agencies, it's ready in 10 hours so the
16:58next day. One agency uh three days. The
17:02one that takes longer is a little bit
17:04higher quality and so we have I have a
17:06gauge on whether
17:08whether or not it needs to be highly
17:10polished. Some things I want to get out
17:12sooner uh whether or not whether it's
17:14like a product demo that I I just want
17:16to align with one of our announcements
17:18or if it's like AI news, I I I'd rather
17:21have it out earlier than be more
17:24polished later. I just think like
17:26certain things need to get out quick.
17:28And so I'll kind of decide
17:30but both of them are pretty quick. I
17:31think a three-day turnaround for a
17:32highly polished edited video is actually
17:34pretty solid. Um and so I can't
17:36complain.
17:37Do they do short form as well?
17:39That's one thing that I I'm actually
17:42currently struggling with is figuring
17:43out how to short form cut my videos. My
17:46videos are very much screen share and
17:49usually it's like a screen share for an
17:50extended period of time. So like taking
17:52a clip of a tutorial way tougher than
17:55clipping something like this where it's
17:56just me talking about something or it's
18:00it's less clippable.
18:02So I film my short form content
18:04separately. They're kind of like
18:05separate videos and I have my whole
18:07process for doing that. It's very quick.
18:09Probably takes me 30 minutes end to end
18:12to make a short form video and usually
18:13they're pretty good and it's usually me
18:15like building an app quickly or talking
18:17about an update. I send it off to
18:19um one of my editor teams and they'll
18:21send it back the next morning with
18:23multiple variations. Um
18:26so it's pretty streamlined on that part.
18:28In this hiring of these agencies, I'm
18:29sure you talked to a bunch of them. If
18:31somebody's listening to this and they're
18:32like, that sounds great. I just want to
18:33go out and hire a team that can handle
18:35this video cutting end to end for me.
18:38How would you ballpark what they should
18:39expect to spend for that level of
18:41quality and turnaround time?
18:43For high-end editors, I think $1,000 per
18:47video is on the high end. Um but if
18:51you're a big company
18:53I think that's actually somewhat
18:54reasonable if you have an existing
18:55YouTube audience. Um you can expect to
18:57pay like 800 to 1200 per episode. The
19:00most important thing for me uh for an
19:02editor is actually not like technical
19:05abilities like in Premiere Pro or After
19:07Effects. It's uh domain
19:10understanding or expertise. So like
19:12they're able to realize what's important
19:15about a video. I think that's really
19:16important in an editor. I'm sure you've
19:17run into that. I
19:19I used to I really admire your videos
19:21when you have things pop up on screen
19:23while someone's talking. Like maybe
19:24you'll have like a T-chart that pops up
19:26and I think a well-timed T-chart, very
19:30simple, no animations or can be so much
19:33more valuable than the super, you know,
19:35like animated type of intros that that
19:38were were really in and like I would say
19:39like 2024. They got super animated but
19:42we optimize for education.
19:44Obviously we like to make things look
19:45polished but we optimize for education
19:47and so like as we continue to build out
19:49our content team, I will focus more on
19:53adding relevant charts. Like if I'm
19:55talking about some concept that's not on
19:57screen, I want a pop-up to come up that
19:59like assists that point getting across.
20:02I think that's incredibly important.
20:04Yeah. And I'm I'm guessing those prices
20:06do not encapsulate thumbnail as well.
20:09It doesn't. We have a separate thumbnail
20:11designer who actually used to work for
20:13Matt Wolfe for those who follow the AI
20:16space. He's one of the biggest, if not
20:18the biggest. And so yeah, I hired him.
20:19He is his old thumbnail designer, and
20:23he's great. Very quick turnaround, like
20:25one-day turnaround for thumbnails.
20:27Let me show you how easy it is to use
20:2810X's thumbnail generator to make
20:31YouTube ready thumbnails. I'm working on
20:33a solo video where I share a life update
20:35about having a second child in the fall.
20:38I'm both excited and nervous, and I want
20:40to try to make a thumbnail here in 10X.
20:43The first thing I'm going to do is I'm
20:44actually going to sketch this out
20:45because I have kind of a rough idea of
20:47what I'm going for. I'm going to take a
20:49photo of this. Now, I'm going to come
20:51back over to 10X, and I'm going to type
20:54in the video description. I'm going to
20:56upload my reference images.
20:59I'm going to upload my sketch, and let's
21:01see what happens. Okay, we got these
21:03back. I'm going to edit this one with
21:06AI.
21:07Okay, wow. I could actually throw this
21:09directly into an AB test and see how it
21:11does. It's pretty crazy what 10X can do
21:13with their thumbnail generator. I
21:14recommend giving it a shot yourself. You
21:16can learn more at the link in the
21:17description.
21:19I love your style of videos because I do
21:20love that
21:21most of the time
21:23it's like a demonstration. That's kind
21:24of how I'm architecting this. I'm
21:26thinking about this in my mind. And
21:27where I think there's actually some
21:28opportunity for folks on YouTube today
21:30is a lot of videos now, you know, the
21:32advice for a long time was
21:34create a curiosity loop, you know, and I
21:37think that's still true. But if I can
21:38actually just close that loop by asking
21:40Gemini like the answer to whatever the
21:42loop was, I'm not going to watch the
21:44whole video. If I'm not interested in
21:45the video, I just have like this itchy
21:47feeling that I want to know the answer
21:49to this question.
21:51But for folks like you and
21:54Greg Eisenberg is doing a really good
21:55good job of this.
21:57When I can watch a full demonstration of
21:59how this person does this thing, I'm
22:02still watching that at regular speed all
22:05the way through. I think it's a big
22:06opportunity. And sometimes you have like
22:09a presentation in Canva.
22:11And I'm just thinking, man, how much
22:13planning went into
22:15thinking through the the linear
22:18education of this video and or the
22:20creation of this deck in Canva.
22:24Yeah, so I think the video that I think
22:25you're referring to is there's a video
22:27that I did where it's like the complete
22:29guide to AI, where I literally laid out
22:32every AI tool that I've ever learned. I
22:33divided them into three chunks and made
22:35this Canva whiteboard. And I just kind
22:38of went through them.
22:40Surprisingly enough, way less planning
22:42went into the probably three hours of
22:43prep, and then I just turned on my
22:45camera and filmed for four and a half
22:47hours. I remember that video took me
22:49four and a half hours. I cut it down to
22:50two. Um but I think most of my prep
22:54comes from me just tinkering with the
22:56tools. What people don't see are the
22:58hundreds of hours I've spent using the
23:00tools, so I don't need to like prep for
23:02the video as much as just laying out
23:04what I want to talk about. And what I
23:06want to say to to the audience watching,
23:09if you're someone who
23:11understands a niche skill, especially on
23:13a computer, I genuinely believe there's
23:16so much room in the market for
23:17high-quality screen share style videos,
23:20and I would encourage you to
23:23simplify it as much as possible.
23:26I would use a tool like Excalidraw or
23:28Canva, some whiteboard tool. And this is
23:30how I would structure my videos to
23:31start. I would put up the logo of
23:34whatever it is you're talking about.
23:35Just make sure it's big. For me, it's
23:36Claude Code. Like you put Claude Code up
23:39on the screen, and then put a stick
23:41figure on the screen, and put an arrow
23:44from like where you are now to where
23:46you'll be at the end of the video. This
23:47is just an idea. But like literally say
23:50it. Today or just say something like
23:52this is your hook. Claude Code is
23:54actually insane. You can and then point
23:57at the little character, you can build
23:59an app in 20 minutes. And show and just
24:01say that. In this video, I'm going to
24:03show you that you can do that. We're
24:05going to we're going to be using this
24:07tool, this tool, and this tool. Let's
24:09not waste any more time. Let's dive in.
24:11And you can use a tool like Descript or
24:14Tella to do screen recordings. I think
24:16both are reason are pretty good. I like
24:18Tella as a as a tool because you can
24:22film it in chunks.
24:24If you've ever used
24:26CapCut,
24:27they have this like multi-clip feature
24:29where you can film something, and if you
24:30mess up on just one of those chunks, you
24:32can delete it. So you can do a lot of
24:34the editing while you're filming the
24:36video, right? You can film a chunk, and
24:38if you mess up on the chunk, you can
24:39just hit restart, and you can go back to
24:41the start of that chunk, and you can
24:43film the video in chunks. And by the
24:44time you're done, you just have all of
24:45your good chunks, and then
24:48all you have to do is a little bit of
24:49cutting at the end. That's how I
24:51started. You know, I think it was a
24:52little over a year ago,
24:54I still have I had like an editor that I
24:56would use sometimes, but I was editing
24:57my own videos, and I was just filming
24:59stuff I was interested in. Some of my
25:00videos were getting over 100,000 views.
25:02People love to overcomplicate
25:06content, and it annoys me because
25:08there's some people that are so smart
25:10and so talented and can just use a
25:13computer in a way that would blow
25:14people's mind that would give them
25:15value, just do that. And so all you need
25:18is a 1 minute at the beginning of your
25:19video that explains what you're about to
25:21do, and then do it, and then at the end
25:23just say subscribe. That is literally
25:26all I would do to start until you hit
25:2750K subs, then worry about optimizing
25:30other things if you want to go down this
25:33type of content route. I love that. And
25:36also huge proponent of Tella. I'll put a
25:38link in the show notes because we're an
25:40affiliate. And hey, what an opportunity.
25:42I use Tella to record courses, paid
25:44courses. And I think paid courses are
25:46going the way of the dinosaur in the
25:48near future as well. And I think it's
25:50actually an opportunity
25:51if
25:52you're not afraid of this as a creator.
25:54If you have had paid courses in the
25:55past,
25:57like we're going to redesign
25:59the slide decks that I used in my
26:01membership course, which I think is my
26:02best course.
26:03And maybe instead of selling it, I just
26:05record that and put it on YouTube.
26:07Like I feel like that might actually be
26:09the highest leverage use of that
26:12asset. And say if you enjoyed this and
26:16you want to learn with other creators,
26:17join the lab. I think that's a wonderful
26:19strategy. And
26:21I agree with you. I think online courses
26:23are are going away.
26:26And what's funny is I will actually
26:28search the internet and find the highest
26:29grossing paid courses
26:31that that are in my domain of expertise,
26:33and I'll I'll go in and get the syllabus
26:35for this course, and then I'll just make
26:36the full video and put it on YouTube.
26:38And I'll do it in 3 hours.
26:40I find where
26:41I think Alex Hormozi talks about this a
26:43lot. He's just like find what people are
26:44paying for, do it and make it free.
26:47Like that is the best way that you could
26:50grow a following. It's just which is
26:52another way of saying find things that
26:54people think are valuable and put it on
26:56the internet for free. And
26:58I don't think people realize what good
27:00can come from this. Like it is the only
27:02reason I've been able to start a company
27:04and raise a ton of money, and we're
27:05doing very well as a company. And it
27:07came from me making a ton of content
27:09without expecting anything in return. I
27:11just threw out a ton of value. I was
27:13getting views. I was getting paid a
27:14little bit, but I knew that like
27:16building the brand of being someone in a
27:19niche making valuable content is just
27:23it is so valuable
27:25to your audience, and you will just you
27:28will come up with a way to monetize it
27:29later. So I would just encourage people
27:31to just start
27:33putting out free value on the internet.
27:35There does seem to be something unique
27:36about you in that you
27:38seem inherently
27:41uh just unafraid of making and posting.
27:46I think a lot of people who are getting
27:47started, like there's there's some
27:48self-censorship. There's
27:51kind of a stop-start experience.
27:54There's a lot of like editing and
27:55agonizing over things, but it really
27:57feels like from the beginning you've
27:58been like, I'm going to make something,
27:59and I'm going to let it rip. And then
28:00you do that multiple times per day. Do
28:03you is that innate? Did you have to
28:04learn that? Yeah, I think a lot of
28:06people have a bunch of analogies to
28:08explain this. I think Greg Eisenberg
28:10talks about the cringe mountain. You
28:12have to cross cringe mountain at the
28:14very beginning of your journey.
28:16I don't know if you've ever Have you
28:17seen this before? I well, I recently had
28:20Yoni Small Yar on the show, and he said
28:22the same thing.
28:23I love I love Yoni. He's one of my good
28:25friends. But I think that yeah, when you
28:27start, you're worried about all of the
28:29people you've met in the past judging
28:31you for making content when you have no
28:32followers, right? You have to be the the
28:34weird person making content on the
28:35internet who has no followers for a
28:37little bit of time, and you just need to
28:39get past that. For me, I started making
28:42videos, and I did obviously feel cringe.
28:43I was not natural at talking to a camera
28:45at first. I did pick it up pretty
28:47quickly,
28:48but I did blow up really early, and then
28:51all of it went away, and I wasn't afraid
28:52to say anything. And then once you make
28:54enough videos,
28:55I don't overthink any content now. Like
28:57even if I put out something absolutely
28:58terrible, I
29:00I'm like, no one will see it. That's the
29:01cool thing about the algorithm now. It's
29:03like you people don't realize that if
29:05your video suck, no one will see Like
29:08literally no one will see it. And you
29:10think like
29:11your old friends are going to stalk you
29:13and see that you're making a video and
29:15be like, oh, haha, yeah, 50 views on his
29:17video. It's like they don't care. So
29:19stop pretending that people care about
29:20you and just make videos. It'll it'll
29:22pay off. And it is easier said than
29:24done. Like I do empathize with with with
29:27people who are struggling
29:30not being authentic on camera cuz it is
29:32hard. At this point, because you've had
29:33so much success,
29:35do you have
29:37hopes and expectations, hopes or
29:39expectations for any single piece of
29:41content that you put out? Yeah,
29:43obviously I do. I mean, our success of a
29:45company now, which is eight people, is
29:48dependent on my ability to market the
29:50product, you know, at least in part. And
29:53obviously, I want to make content, grow
29:56our company, and then continue to make
29:57better and better content. Um, so but I
30:00don't really do it at an individual
30:02level. I have I do this thing on Sundays
30:04where I just do weekly recap. And I'll
30:06look at my videos and and just think
30:08about like what I can improve. Should I
30:10even be making those types of videos?
30:12Because I'm I've reached the point
30:13between all my platforms, like like I
30:14could make 20 different types of
30:16content. And so it's basically just
30:18choosing where I want to allocate my
30:19time and effort, and then how I can
30:21delegate those It's really hard to
30:23delegate in content. Like the creative
30:25side of content, it's almost like it's
30:27not impossible, but it's very difficult
30:29to like outsource that. So I know that I
30:30have limited amount of time. And now I
30:33am more selective about what I do, and
30:35I've found that right now, currently,
30:37long-form
30:39is just the way to go, because
30:41long-form's doing really well on X.
30:43People don't realize this, Twitter is
30:46first of all, X is my favorite,
30:47controversial take, my favorite platform
30:49by far, um, to be a consumer on, and
30:52it's also becoming a great platform for
30:54long-form video. People do bookmark it,
30:57maybe they only watch a little bit of
30:58it, but like it's a great way to like
31:02go super viral on X is to post a really
31:04high-quality video, have really good
31:06timestamps. You can put timestamps in
31:07your tweet, and they operate the same
31:09way they do on on YouTube. And my videos
31:12crush it. And what people don't realize
31:15about Twitter, which is actually kind of
31:17my secret sauce right now, which I'm
31:19happy to share, is I have seven accounts
31:21on X. Um, they're all about vibe coding,
31:24and um, combined over 200,000 followers.
31:27You can just repost the same videos over
31:29and over and over again. And the viral
31:31videos will go viral again. Oh, you mean
31:34so like account one, you post it, it
31:37does well. Account two, you post the
31:38same video natively from that account.
31:40You're not reposting yourself. On
31:43Twitter, there's a difference between
31:44quoting quote tweeting a post with a
31:47video and reposting a video. Are you
31:49familiar with the difference between the
31:50two?
31:51>> I mean, barely.
31:53Um, but yes.
31:54>> you on the Twitter app, you can hold a
31:57video down, and you can hit repost a
31:59video.
32:00What it does is you can basically just
32:02add a new caption to the video, and it
32:04just shows the video, and then below the
32:06video it says who it's from. So it's
32:08like a way of reposting a video without
32:10reposting the whole post, you're just
32:12reposting the video.
32:14I learned this because a lot of these
32:15bot accounts from other countries
32:17started reposting my videos over and
32:19over and over again, and they were going
32:20viral. And they do this, I don't know if
32:22you've seen the this guy literally on X.
32:25>> Yes. There's like a plague of accounts
32:27that all they do is say this guy
32:29literally does X. And so they're
32:31reposting my videos. And I saw that they
32:33were going viral, my videos, the same
32:35videos over and over again. And I just
32:37immediately thought, I'm like, I should
32:39not let them be doing this. I should be
32:41doing this from our own accounts, and so
32:44that like we gain those followers. It's
32:46just too easy not to do it. And so we
32:48just started doing it. And so
32:50every week we look at the performance of
32:51the videos of the previous week, and
32:53they're like, "Okay, let's schedule some
32:54video" So I like to keep them like a
32:56week apart. But yeah, like if I get a
32:57viral video, that will be posted every
33:00week
33:01for the rest of the year. Um, I I don't
33:03see a reason not to do it. And the nice
33:05thing is, because it is your face, like
33:06even if another account that is not your
33:08accounts is sharing it, like there's
33:09still massive benefit to your brand and
33:13what you're doing. But
33:14>> 100% but it's still better to own the
33:16accounts than to let other people do it,
33:18you know. Wait, so are you stopping
33:19other people from doing it? Is there a
33:20way to stop people from reposting it?
33:22>> Oh, I'll let them do it as much as they
33:23want. I just
33:25you know, like I'd rather it be my
33:27accounts, and then I'll mix in a bunch
33:29of other content. And so like I'm
33:31starting to build out our content team,
33:33and they'll be posting other accounts in
33:36between reposting my videos, so that the
33:38account in and of itself is valuable.
33:40We're going to basically our product is
33:42a vibe coding tool, right? You can build
33:43mobile apps, you can build web apps, and
33:45now you can build agents.
33:48And so each account is actually going to
33:50have one narrow focus. Uh, I just think
33:53this is kind of you notice kind of like
33:55Barstool does this where they have a
33:56network of accounts, or you've seen
33:58Polymarket and Call Sheet have a niche
34:01accounts for one brand, and that's how
34:04I'm going to build out our Twitter and
34:08Instagram over the next 6 months is just
34:11take parts of the product and make your
34:14own account for it. I I do need to hire
34:16probably like two or three people to
34:17manage all this, though. Yeah, say more
34:19about that, because I'm listening to
34:20this, I'm like, "Okay, not only are you
34:21operating on practically every content
34:23platform that's out there, but now
34:25you're talking about multiple accounts
34:26per platform." How is this managed right
34:29now? What type of like internal
34:32benchmarks or
34:34requirements do you have for these
34:36different platforms? You know, we're
34:38we're actually in the middle of like
34:39tracking everything. There's no
34:40tracking. There's very little method to
34:43the madness other than pure instincts.
34:45You know, like I we used what's called
34:47Typefully. I don't know if you've ever
34:48heard of Typefully. It allows you to
34:50schedule posts on Twitter, and it allows
34:53you to just like, you know, you can
34:54create drafts, you can schedule posts,
34:56and you can also set up comment
34:58campaigns, so you automatically DM
35:00anyone who comments on a Twitter post.
35:03Yeah, I mean, the method is again, on
35:05Sundays, I do like a this Sunday's all
35:07about kind of looking at the previous
35:09week, and then,
35:11you know, deciding all the videos I'm
35:13going to make the next week, but then
35:14also reposting all the videos that did
35:16well from the previous time. So on
35:18Typefully, it lets you it's hilarious.
35:20My Typefully has nine accounts. I not
35:23only do I have all the ones that I own
35:24for our company, but I have my
35:27co-founder's uh, Twitter and our our
35:30first engineering hire, his Twitter's in
35:32there. So I'll just tweet from their
35:33account sometimes. Um, but yeah, I
35:36basically like take all the posts that
35:37have done well, and I'll just like draft
35:39up a bunch of posts. And then for the
35:41videos that we haven't made yet, you can
35:43actually tag them, and I'll say like
35:45video about blah blah blah, um, so I
35:47know what videos I need to make, and
35:48then I'll just schedule when I'm filming
35:50those videos through that week. So
35:53I have gotten a lot more scheduled as
35:55time goes on, just cuz I out of
35:56necessity, because I'm also in other
35:58meetings as well. Um, and so that's kind
36:00of how I think about it. I think about
36:01it in weeks. And every week I just try
36:03to get better. And I think so much about
36:06social media is about whatever's working
36:08in the moment. You know, Gary V talks
36:10about day trading attention, and I think
36:12that is very important. If you find an
36:14opportunity, you need to be able to just
36:16drop everything and just pour all of
36:17your energy into that. And this Twitter
36:19strategy is currently
36:21that
36:22thing that I've been doing. It is
36:24starting to taper off, so I'm I don't
36:26get emotionally attached to it, but like
36:28it literally caused our company's
36:30revenue to triple in 2 months.
36:31>> Wow. So that was pretty cool.
36:33How many assets do you think you're
36:36creating to publish each week? And I'm
36:38saying assets because like it could be
36:39long-form, could be short-form, could be
36:41a text-based post. Uh, just to give sen-
36:44a sense for folks watching the volume
36:47that you're doing. How would you
36:49estimate this?
36:50I used to go for more quantity, but now
36:53that I can now that I'm realizing you
36:55can repost the same content over and
36:56over again, we're going for quality.
36:58Because if you get one really
36:59high-quality viral video that you can
37:01post every week, that's 52 posts in one.
37:04Uh, not to mention you can post them
37:05multiple times on other platforms which
37:07you haven't set up yet. We're just doing
37:09it on X. We're going to start doing it
37:11on Instagram. So I've gone for more
37:13quality as of late. So I would say
37:16I try to do four short-form videos, like
37:19high-quality short-form videos that are
37:21educational, how to use Vibe Code, and
37:23then two other posts about whatever I'm
37:25interested in. Like I made one about
37:26ClaudeBot last week, and it went pretty
37:28viral across all platforms. A lot of it
37:31is when something is cool, I'll make a
37:33video about it, you know, it's it's
37:35really hard to make content that's good
37:38if you don't have something good to talk
37:39about. And so some weeks so much happens
37:42that I'll just like
37:44I've been doing this thing. Actually
37:45don't know if I have it. I don't have it
37:47here. I have this little finger. I don't
37:48know if you've seen the videos where I
37:50have this like No.
37:51>> one on me. They're these little plastic
37:54fingers that you can like extend.
37:57They're like pointer pointers, and I'll
37:59just film a video of me making something
38:01on my phone, and I'll tap the screen
38:04with this pointer, and the videos like
38:06some of them get over a million views,
38:07and they're pure educational, and they
38:09convert to our product. And so I found I
38:12think short-form super underrated. Just
38:15holding your phone and like showing
38:16something happening, especially if you
38:18add a little gimmick, like um, here,
38:21like I also use
38:23I also bought these giant pencils that
38:25I'll put in the video. I've seen this.
38:27>> so like I'll like point at it with these
38:28pencils, and the the retention just goes
38:30up. So I just film film something cool.
38:33You know, I have
38:34the the value of the video is my unique
38:36perspective that's probably above 99% of
38:40people, because I'm deep in the niche.
38:42Once you do that, you don't need to
38:43overthink everything else. You can just
38:45show the cool stuff, find a little
38:47gimmick, put it in there, you know, get
38:49the ADHD points, and call it a day.
38:52So when ClaudeBot hit, I I got on that
38:55actually pretty early, earlier than I
38:56get on most things. Um, and I noticed
38:59that you lagged behind me a couple days
39:01on that. And actually took that as a
39:03point of um,
39:06legitimacy for you.
39:07Because I have to think that your
39:09incentive
39:11is to be so on top of everything that
39:12happens in the AI space that you are,
39:15once again, like a first mover sharing
39:17things. But as time has gone on, you've
39:19built a brand that has a lot of trust
39:21within it. How do you How do you think
39:23about that? Because
39:25if you're just going for speed,
39:27it's really easy to not
39:30have full consideration around
39:32something. For sure, we we we think
39:35about it, and I don't really think about
39:36being early. Like I don't try to be
39:38first now that I've built such a big
39:41brand. Like I think if I were to make a
39:43really, really good video 3 days after
39:45it becomes a big thing, that is a win
39:47versus like trying to be first, trying
39:49to be
39:50first first is is
39:52was my very early strategy, but not
39:54anymore. I don't need to do that
39:55anymore.
39:56The reason I was late to ClaudeBot was
39:59just
40:00I saw a lot of red flags in the people
40:02talking about it. A lot of people
40:04interested in crypto
40:06were the loudest people talking about
40:07ClaudeBot. And just from the last 5
40:09years studying how the media landscape
40:13works, anytime you have any topic where
40:15a lot of crypto people are talking about
40:16it, you're going to end up with
40:1990% nonsense. Like it's unfortunate. I
40:21have nothing against crypto. I think
40:22Bitcoin's cool, whatever. But like I saw
40:26a lot of people just making absurd
40:29videos. I thought it was an
40:29entertainment. I I I said that in my
40:32tweet. I said, "It's 98% entertainment,
40:342% utility." I've realized it is more
40:37useful, but I think the content being
40:38made on it is still pretty bad, and
40:41people aren't actually talking about the
40:43tangible tangible utility about around
40:45ClaudeBot. And in fact
40:48an hour after this podcast, I'm going to
40:50get a Mac mini, and I'm going to uh make
40:54a ClaudeBot that is chief marketing
40:55officer of
40:57our company, and I'm going to make it
40:59super as boring as possible. Everyone
41:01else is doing these flashy things with
41:03it. I'm going to show people exactly how
41:05I'm going to use an AI agent to run a
41:08lot of boring parts of my company,
41:10because that's where I think ClaudeBot.
41:11And again, I have no affinity to
41:13ClaudeBot. I think agents in general,
41:15like not enough people are paying
41:16attention to Manas, which was purchased
41:17by Meta. These agents are really cool,
41:20and they can be really practical, but
41:22they the
41:23people aren't really talking about how
41:25they're practical. And so that was why I
41:26was late to that. This is meta, but you
41:29create content about AI. Do you use AI
41:33to create content about AI?
41:36I have never used like AI avatars,
41:40except for I early in my content days, I
41:43had a character named George that I
41:44would talk to. Like that people actually
41:47always tell me to bring back George, the
41:49people who've been following me forever.
41:50But I use AI all day to just explore my
41:54curiosities. I I don't understand how
41:57people aren't always trying to learn
41:59stuff with AI. Like my rate of learning
42:01has increased so much. I you know, I'll
42:03go to Claude, and I'll be like, "Okay, I
42:04just learned about ClaudeBot. Please uh
42:06look into the GitHub repo. Tell me
42:08everything about it. Explain it in
42:10simple language, and lay it out in a
42:12presentation." I've been doing this
42:14thing where every day I try to print
42:15something off. I go to FedEx, which is
42:17right next door, and I'll print
42:18something off, and I'll sit there
42:19without my phone and read it. Um and
42:21I'll usually have AI like print off a
42:23PDF, and I'll just use AI to learn like
42:26crazy, so that making the video
42:28authentically is super easy, right? I
42:30can just speak about it, and people will
42:31find it interesting. And I find using AI
42:34heavily in content has provided no real
42:38benefit. You know, I've tried the avatar
42:40stuff. Like I don't even know how people
42:42are using it for content. I don't think
42:43people follow me for that reason, you
42:46know? I don't know if I Do you use AI in
42:48your content at all?
42:50One of the first use cases anytime I'm
42:51playing around with an AI tool is like,
42:53"Hey, here's an essay I wrote. Try to
42:55make some short form of this." And I've
42:56like tried to get better at prompting it
42:58and giving it parameters and showing it
43:00what successful short form looks like.
43:02But it either doesn't sound like me
43:05or
43:06just like it doesn't feel right.
43:07Something about it doesn't feel right. I
43:08just can't I can't
43:10pull the trigger on posting that stuff,
43:12and I just don't know why. I don't know
43:14if it's a quality thing. I don't know if
43:15it's an integrity thing. But it feels
43:18like we're in a moment where there is
43:20like an arbitrage opportunity of
43:22simulating volume using tools like this.
43:25I just can't bring myself to do it.
43:27There is.
43:28But like the more you use AI for writing
43:31your scripts, the more you're going to
43:33sound like AI, and in the long run,
43:35sounding like AI is suicide. I I tell
43:38people that like with content like you
43:40you got to go all in on AI, cuz I know
43:42the people running content farms. I've
43:45met them.
43:46I don't think people realize, you know,
43:48get I'll bring up Gary Vee again. Gary
43:50Vee has this viral clip we're going
43:52around saying like AI avatars are going
43:54to be huge. And he says like, "Sally
43:56Sally's going to be making content
43:59of her AI avatar Richard, and it's going
44:01to get 100,000 views." And I just don't
44:03think that's going to be the case. I
44:04think we're going to see massive content
44:07farms that basically just have a ton of
44:09Mac minis that are going to
44:11algorithmically crank out this content
44:14and flood the feeds. I think AI
44:16generated content will be the same as
44:20well, it will be viewed the same as the
44:22way people view Instagram bot comments.
44:26You know, like you see the Instagram bot
44:27comments. Go to one of Maybe it's gotten
44:29a little bit better, but like 3 months
44:30ago, you could go to one of like Alex
44:32Hormozi's videos, and it's all just
44:34financial scams, just complete slop.
44:38That's coming to AI video. These models
44:40are getting cheaper to create avatar
44:42content. They're getting more
44:43believable. Uh there's a new model
44:45coming out of China, um SeedDance, that
44:48is
44:49absurd. Like it's so good. Like they uh
44:53made a video of this like 10-year-old
44:55girl playing one-on-one with LeBron.
44:57LeBron looked completely realistic. The
44:59girl was dunking. It was so
45:00entertaining. And so people are going to
45:02be like, "Oh, you can hop in and be
45:03creative."
45:05The algor- the algorithms are just going
45:07to pump out content, and it's going to
45:08be impossible to compete manually.
45:10You're going to have to use AI to to
45:11create it at scale.
45:13Sorry, this is a really long-winded way
45:15of saying I would avoid trying
45:18to
45:20sound like AI or use AI to write your
45:22content. You want to sound very human,
45:24because I think
45:25those are going to be the creators who
45:27end up staying on top
45:29when AI is just cheap to flick out, you
45:31know?
45:32Yeah, it's going to be really
45:33interesting to see, because there's a
45:35world where the platforms themselves
45:37churn out content that they think will
45:39perform. And
45:41the hope, like I think I think they'll
45:43absolutely test that. I think that's
45:44part of what uh like Sora was meant to
45:48test. But in that world
45:51it's all going to come down to
45:52advertising dollars for them. Are we
45:53keeping enough eyeballs on the platform
45:56to
45:57increase
45:58um
45:59ad revenue? And if not, they're going to
46:02find ways to kind of fight that back for
46:04the more human content. So we'll have to
46:06see. What I I think every human would
46:08say, "I would rather watch human
46:09content." But we're going to get big
46:11data to tell us if that is true or not,
46:14because I agree with you that the feeds
46:15are going to get absolutely
46:18slammed with options. And competing in
46:22that world feels very daunting, even if
46:25you are
46:27being just a genuine person.
46:29Yeah, 100%. And that's when we get into
46:31a more of a philosophical conversation,
46:34whether or not like what people want
46:36versus what people end up doing are
46:38completely different, you know? And
46:40that's just the nature of these
46:41algorithms. You know, AI has been
46:42running our society for a lot longer
46:44than ChatGPT's been around. I mean,
46:46these AI algorithms that run Instagram,
46:49uh TikTok
46:50uh and and YouTube have been around much
46:52longer, and they're getting really
46:54powerful. And so if you pair their
46:56curation AI abilities with a creation,
47:00right? YouTube has um VEO. Um Meta is
47:04building their own video model. TikTok
47:06has SeedDance. That is where we get into
47:08kind of this dystopian thing where these
47:10platforms just make content for you.
47:12Like whatever you might theoretically
47:14want to see, there you go, you can see
47:16it. That's when it gets weird, and we're
47:18not that far away from it. And I try not
47:21to even predict what I think is going to
47:23be the result. I think that there is a
47:25chance there's this massive revolt thing
47:28where people are just like fed up with
47:30AI content, and it's almost like
47:31cigarettes, where like people like like
47:35people are just fed up with being
47:36addicted. Oh, we've been lied to about
47:37what content is, and they just leave the
47:39platforms and go somewhere else. I think
47:41that's a realistic possibility, but I
47:43also think it's a possibility that
47:45people just passively go along until
47:47everyone's watching AI brain rot. I
47:49think we will 100% refer to social media
47:51as phone cigarettes at some point. Um
47:53it's like already there. And not to say
47:55that everyone who's creating short form
47:56content is contributing to this problem.
47:59Um
48:00but I think
48:01it is a problem.
48:03You know, it's it's the classic I'm not
48:05saying anyone's wrong.
48:06The incentives are such that you should
48:09contribute to this problem. You know,
48:10it's it's like simultaneously, it's like
48:13the cigarettes, but it's also
48:14simultaneously the best way to build
48:16your brand. It's the best way to make
48:17money. It's the best Creating short form
48:20content is one of the best ways
48:23to secure your future. As as like a as
48:26sad as that might sound, it is it has
48:28been way more impactful for me than my
48:29college degree for making short form
48:31content. But you can hold both beliefs
48:33as true. You can think that it's bad for
48:35society, but also what you should do.
48:37Maybe that's a difficult thing for
48:39people to hold in their head. It's kind
48:41of sad, but it is true. It is the exact
48:43cognitive dissonance that I felt in this
48:45season. It's a huge dilemma. It's it's
48:48the It's the algorithmic pull to making
48:50brain rot. And I've had to brain rotify
48:52my content to make it go viral, and I
48:55will do it shamelessly, because it helps
48:57my business, and I want my business to
48:58grow. When we talked about these
49:00platforms, we've pretty much exclusively
49:02talked about video. So it's pretty clear
49:03to me that like video is
49:06your focus when it comes to creating
49:08content. Somewhat. I think the the where
49:10my brand is the strongest is on X, and
49:12that comes from me just ripping posts.
49:15Twitter's the one platform, like my main
49:16Twitter account, is the one platform
49:18that I don't think about in terms of
49:19like volume or anything. I just
49:22anytime I have an idea, I just tweet it.
49:23It's super fun and beneficial, and it's
49:26my favorite one to make content on,
49:28because it's so low friction. Do you
49:30have any
49:31data or concerns about proximity of
49:34posts on X? Like if you just posted
49:36something
49:3720 minutes ago and you have something
49:38you want to rip, do you does that stop
49:40you?
49:41I don't think about the algorithm at
49:43all. I found that the more youth people
49:45think about the algorithm, the more
49:48it just stops them from making content.
49:49I'll post 20 times in 10 minutes. I just
49:52think of it like a group chat with the
49:53internet. Obviously, um
49:56I'm in a niche like Twitter is the best
49:59place to learn about AI by far. Like you
50:01have data scientists working at xAI and
50:04OpenAI and Anthropic. They post their
50:06stuff on X because they don't have time
50:08to make a video. They just fling it up
50:09on X and they'll just post a PDF that
50:12they they're working on and they'll just
50:14post it and it'll resurface and it's
50:16like the most valuable place to share
50:17stuff. So if you're in the right niche,
50:20um usually tech type stuff does really
50:22well. And uh one thing I do on X, for
50:26those of you who actually want to give X
50:27a try, I know it has if you only use
50:29Threads or Instagram, you might have
50:31cert- you might feel this type of way
50:33about X. I would just go in and
50:35relentlessly mute words. You can mute
50:37specific words. So every political word
50:39that you can possibly think of is just
50:40muted. I don't see them on my feed. Uh
50:43you can click not interested in this
50:44post.
50:46When I I scroll slowly on X, every post
50:49I'm not interested, I press the three
50:50dots and pressed and press not
50:52interested. And now when I scroll my
50:54feed, it's all the stuff I want to see,
50:56stuff I want to make content on, stuff
50:58that's valuable for our team. Heavily
51:01manually curate on X and you will have a
51:03way better experience.
51:05My last question would be given that you
51:06are so active on so many platforms,
51:09trying to put aside the bias of your
51:11favorite platforms,
51:13how would you rank them by where you see
51:16the most opportunity for somebody
51:19starting today or wanting to like really
51:21double down on some platform today?
51:24I think if you were if you're interested
51:26in like more consumer things and you
51:27want to end up, you know, making money
51:30through consumer, you know, selling
51:32sunscreen or something like that, like I
51:35would go TikTok or Instagram.
51:38I'm most interested and actively hiring
51:40people who are developers who want to
51:42make content. We're actually building
51:43out kind of a developer content team so
51:46I can make videos sitting across from
51:47them in the studio.
51:49But I I really think the most
51:51opportunity right now is if you're
51:52smart, is to do what I was explaining
51:54earlier on YouTube and you can also post
51:57these on X where you just make
51:59educational video on your computer. You
52:01can even use your webcam. Start out
52:03using your webcam. Uh I would get uh I
52:06use this um
52:08Hollyland mic. I would just get like a a
52:10simple wireless mic, maybe 100 bucks and
52:14film
52:15videos about things that you're
52:17interested in and you can go to Google
52:20Trends and see if they're like trending
52:22or you can find ways to make it more
52:24about a topic that's more trending. But
52:26I would just turn on your computer.
52:28One minute hook. Um like this tool's
52:30actually insane. You can just say that
52:32overtly. In this video, I'm going to
52:34show you how to do X. Uh and then you
52:36can do a little bit more outlining.
52:38Let's dive into the video and then
52:39immediately hop into the value of the
52:41video. Just start going through and
52:42teach people how to use a computer.
52:45Think think teach people how to create a
52:48framework for running their business
52:49with AI. Think about and you know,
52:51obviously I'm biased towards AI, but
52:53just show people how to do it because a
52:56bonus if it's unique to you because
52:59that's not in the AI training data.
53:02And the more passionate you are about a
53:03topic, the better you'll do. And so that
53:05that is my format. Educational videos,
53:09screen share on YouTube. I think massive
53:11opportunity and I've seen people crush
53:13it in that niche and you'll get paid
53:15sponsorships from these AI companies,
53:17right? We're not the only company
53:18raising millions of dollars. Like these
53:20AI companies are still raising a ton of
53:22money. When they do paid sponsorships,
53:24like you can make a lot of money
53:26uh in
53:27educational content. A ton. So that that
53:30would be my advice to get started. If
53:32you want to learn more about creating
53:34educational videos on YouTube, watch
53:36this interview with Thomas Frank. Thomas
53:38abandoned his 3 million subscriber
53:40channel to start a new channel based on
53:42tutorials and actually grew his
53:45business.

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