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Viral Video Expert: I Make $1M/Month With 16.1 Second Videos– Copy My Strategy! — Transcript

by Jack Neel · 25,870 words · 3,689 segments · language en · Watch on YouTube

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0:00Today's guest has averaged a billion
0:02views a month for the past 5 years.
0:04>> I think personal brand is going to be
0:06more valuable than Bitcoin by 2030
0:08because Bitcoin may 100x, but your
0:10personal brand can 1,000x.
0:12>> An aspiring singer on The Voice, she was
0:14forced into bankruptcy after a record
0:16label legally stole her name. But at her
0:18lowest point, she grabbed her phone and
0:20filmed a video of her chickens in a
0:22bathtub that went viral overnight. And
0:25that video did 19 million views
0:27overnight and grew me over a 100,000
0:29followers.
0:30>> Today, she's mastered the art of
0:31vertical content, gaining over 40
0:33million followers and working with
0:35mainstream brands like Land Rover,
0:37Raising Canes, and Charmin.
0:39>> We would put $5 behind every piece of
0:42content, every variation. You can see
0:44between seconds 12 and 20, I lost 42% of
0:48people. Then you have an opportunity to
0:49go back and tweak it. The best part of
0:51this is Jack, you don't have to do that
0:53anymore. In this episode, we'll dive
0:54into the techniques that work on any
0:56algorithm, break down the anatomy of a
0:58billion view video, and uncover how
1:00anyone can turn attention into a 20
1:02million marketing machine. What's the
1:04most you've made from a single Facebook
1:06video,
1:07>> at least? And it took us maybe 45
1:09minutes to make.
1:10>> Adley Kinsman, welcome to the Jack New
1:14podcast.
1:14>> Thank you so much. And I would like you
1:16to write all of my introductions from
1:17this day forward. Thank you.
1:19>> I'll try my best. Yeah. You've mentioned
1:21that there are two non-negotiable
1:23factors to achieving virality. Uh, at
1:27what point did you decide to build your
1:29entire playbook around the first three
1:31seconds and the share button? And that
1:33might be the first six seconds, but I'm
1:35not sure what's really more important.
1:37>> Great question. Well, we aim for six,
1:40but you can't get to six if you don't
1:41have 3 seconds first. There's two
1:43non-negotiables when it comes to
1:44mastering a hook. There's plenty of
1:46other things that you should do too, but
1:48the first non-negotiables are making the
1:50audience feel an emotion. If you don't
1:53stop them and compel an emotion, and
1:55everybody knows this, right? But truly,
1:57if you don't make your audience feel
1:59something immediately, you're not going
2:00to have a shot on getting to educate
2:02them on whatever your goals are. So,
2:04it's that and a curiosity gap. If you
2:07don't have a curiosity gap and a reason
2:09for them to keep watching, if your first
2:10sentence is a payoff and it's just a
2:13really strong bold sentence, there's no
2:14curiosity gap to keep me watching. And
2:17watch time is the biggest factor and how
2:19quickly you're going to grow an
2:20audience.
2:22>> Now, when you think about the curiosity
2:23gap, a previous guest had explained that
2:27the simplest way to think about this was
2:29a question. How many questions do you
2:32try to present in that 3se secondond
2:34hook? Are there too many things that
2:35someone can have questions for in their
2:36mind? Is there like a perfect amount? Is
2:38it two or three? Like how do you think
2:40about this?
2:40>> When it comes to crafting a hook,
2:42sensory overload is a very real thing
2:44where a confused brain will scroll. But
2:47a curious one will stick around. And
2:49sometimes that's a very thin line
2:51between what the heck is going on, I'm
2:55out of here, and what the heck is going
2:56on, I have to see where this goes. And
2:58if you can learn to master the ladder,
3:01that's where good creators cross the
3:03bridge into becoming the best creators
3:05in the world.
3:06>> So, if you were going to film a video,
3:08uh, give me an example of a hook you did
3:11in the past that performed well, uh, and
3:14maybe like what things you were
3:15intentionally trying to make people
3:16curious about.
3:17>> Go to any video that you would actually
3:19watch and look at your own behavior.
3:21They all have a curiosity gap to answer
3:24some question in our brains. You and I
3:26could watch the exact same video and
3:27maybe the question is different for me
3:29than it is for you. If I'm taking a rack
3:31of ribs and I'm putting it on the engine
3:32of a car, that's going to raise a
3:35question of will that cook? Is that
3:38leaking onto the engine? Is this
3:40sanitary? These are all different
3:41questions that we're asking, but it's
3:43very clear what is happening. We're not
3:45confused about what's happening, but we
3:47are curious about where this is going to
3:48go. If I'm doing a talking head
3:50educational video about the best real
3:52estate to buy in Key West and then I
3:55don't say what everybody thinks I'm
3:56going to say and I actually contrast
3:59that completely, we might feel a little
4:02combative, especially if we live in
4:03Florida, right? So, you want to press on
4:05people's sensibilities that they're not
4:07even aware of. If I'm putting salmon in
4:10a dishwasher, to make a really weird
4:12example, people are going to have
4:14feelings about that that they didn't
4:15even know they had, right? And so you
4:18just want to create probably as many
4:20questions as possible, but while
4:22maintaining clarity because if you don't
4:23maintain clarity just like it's with any
4:26just like it is with any offer, then
4:27you're not going to hold that audience
4:28to stick around.
4:29>> Would you say like less is better or
4:32like that salmon dishwasher video? if
4:34the person behind the camera had, I
4:37don't know, a really crazy voice and
4:39then there was a clown in the background
4:40and then there was some uh really weird
4:43decoration that said a controversial
4:45phrase that you could see kind of in the
4:46background like what's like too much or
4:48do you just try to do as much as
4:49possible?
4:49>> That's too much. That'd be sensory
4:51overload because I don't know what I'm
4:52supposed to pay attention to. So, if you
4:54have a really interesting visual and
4:56text on screen and a circle and a clown
4:58in the background, I don't know what I'm
5:00supposed to look at as the viewer. I
5:02have a confused brain, so I will scroll.
5:04Rather than letting that very clear
5:06visual lead with maybe a strong text
5:09overlay that's preframing the audience
5:11what to believe.
5:12>> So would you say two or three things max
5:14is probably good?
5:15>> Max,
5:16>> you might have answered this, but what
5:18would you say most creators get wrong
5:19about the first 3 seconds of a video? I
5:22think honestly most creators underell
5:25the curiosity gap and that may be played
5:27out but truly if you don't have one you
5:30are leaving so many views and money on
5:33the table because I don't have
5:34opportunity to get into your expertise
5:37if you give me all the meat up front and
5:39also if I just watch the first six
5:40seconds or 12 seconds because your first
5:42few sentences told me all I need to know
5:44and there is no retention opportunity
5:47then I've got it now you have lower
5:49watch time and if you're making videos
5:51and I'm making videos about the same
5:52thing, same industry. Not that there's
5:55not room for everybody to win because
5:57forever and always there will be. But
5:59you are in competition as far as
6:01attention goes. We're not just in
6:03competition against other people in our
6:05industry for watch time. We're in
6:07competition against every other video on
6:09the platform. We're also in competition
6:11against every other platform and the
6:13videos that they're watching there.
6:14We're also in competition for attention
6:16with their email inbox with the kid
6:18tugging at their leg. Right? So
6:21specifically, if the algorithm has the
6:22opportunity to show them your videos
6:25versus my videos and we have the same
6:27avatar, the algorithm is going to show
6:29them whoever has more watch time because
6:32that shows them who is more value or
6:34offering more valuable because if we're
6:36both being seen and they're spending 4
6:38seconds with me and a minute and 30
6:40seconds with you, you make better
6:42content. And these are interest signals
6:44and interestbased media now. And so when
6:46there's only so much attention to divvy
6:48up, they're going to go with who gets
6:50the most watch time, who keeps them on
6:51the platform longer.
6:53>> How do you make content that gets
6:54shares?
6:55>> Sharable content all comes down to how
6:57you make the person feel and how you
6:59want to make other people feel. So we
7:01design every single comment section in
7:03reverse. We do not make a video without
7:05knowing exactly what we want people to
7:08be commenting. whether we want them to
7:10agree with us, to disagree with us, to
7:12say, "You go, girl." to share this with
7:13their sister, to share this with a
7:15husband. We know the exact outcome we
7:17want in every single video that we make.
7:19We call it our Missy Elliot method,
7:21which is you put that thing down, flip
7:23it, and reverse it, right? Design every
7:25video in reverse. Where most creators,
7:27they're going to come at it and you
7:29might make a clip and you say, "I want
7:30to make a clip about how to save 50% on
7:33taxes." What you're describing is the
7:35payoff. That's the very end of the
7:37video. Even great videos might not have
7:39full retention until the end. If you
7:41have a good video and you don't give the
7:43sauce until the end, which is good for
7:45your retention, most people still aren't
7:48even going to make it there. But if
7:50you're going to pitch a video at
7:51Viralish, we say, "I don't want to know
7:53the topic. I don't want to know anything
7:54about it. I want you to tell me the
7:56opening shot. What is the opening shot?"
7:59And unbiasedly, if we say, "Oo, I like
8:01this. There's a curiosity gap. I feel
8:03something. I'm curious as to where this
8:04is going. What's the next three seconds?
8:05What's the next three seconds? What's
8:07the next three seconds? Then we're
8:09having more time to make people feel
8:11something. So by the time we get to
8:13hopefully this satisfying payoff, I am
8:16indebted, right? I'm kind of committed.
8:17I spent all this time with you and now I
8:19want somebody else to have that same
8:20feeling and emotion that I did if we
8:23resolve the video the right way. So I
8:25would say how to make the most sharable
8:27content is to make people feel
8:29something. But that's arbitrary if you
8:31just say it to say it. But are is your
8:33content actually making people feel
8:35something? Why would you share that
8:37video if you came across it? Why would
8:39your mom share it? Why would your best
8:40friend share it? If you can't very
8:41clearly answer that question, your video
8:43is probably not going to be sharable.
8:45And you really have to think about
8:46yourself and your content as a product.
8:49Not just do I think this is funny, but
8:51that's the beautiful thing about trial
8:53reels. That's the beautiful thing about
8:54testing content in advance to be able to
8:56predict its virality and its engagement
8:58rate is you can kind of know these
8:59things in advance and then you'll start
9:01to see a very clear formula arise over
9:03time. Would you say it's similar for the
9:05new repost feature? Uh it's kind of been
9:08a thing on Tik Tok for a while. I know
9:10Facebook likely has it. Uh and then
9:13Instagram recently added it maybe a
9:15month ago. Uh would you say it's similar
9:18thing on repost or do you think that's
9:19different? It's more like a signaling
9:22representation of that person and you're
9:24trying to create content that makes
9:26people want to kind of identify with an
9:29identity. You know what I mean?
9:30>> Yeah. I think meta until they wait a
9:33repost over a share. I wouldn't suggest
9:36optimizing for it. I think it's a good
9:37signal like you said for interest and
9:40you can start to it's one more metric
9:42for us to see lookalike audiences you
9:44know not even for us but for the
9:45algorithm to see lookalike audiences if
9:47they're like oh all of this type of
9:49person is who's reposting this that just
9:50gives you more data about the video to
9:52get people to share it. So again as
9:55you're engineering your video you want
9:57to think about these things. Is this
9:58more of a repost video or more of a
10:00share? People tend to repost things that
10:03they deeply believe in that they're okay
10:05publicly feeling like an extension of
10:07themselves or I could share something a
10:09little more
10:11risque or a little bit more edgy that I
10:13wouldn't want the world to see I
10:14reposted in case you run for election in
10:16a few years. You know, reposts are
10:18public where shares are more private.
10:20And so I would weight shares over
10:23reposts
10:25>> and the algorithm does too, but that
10:26could change at any point.
10:28>> Do you recall a video in particular that
10:30got a wild amount of shares? And how
10:35would you know why they're sharing it?
10:36Do you think about like what factor in
10:39the video is going to make them share it
10:41ahead of time? Is it similar to what the
10:42top two or three comments are on the
10:44video? Like because the comments usually
10:46tell you why the video went viral, but
10:48do they tell you like why someone is
10:50sharing the video?
10:51>> I think the reason people share videos
10:53the most and the data would suggest this
10:55too is that we share things that our
10:58beliefs align with or we want them to.
11:00It's either something aspirational
11:02within us or something that we would say
11:04yes, I believe this to be true and I
11:06want this person to feel it too. Or it's
11:08something that entertained us and we
11:09want to share it with somebody that we
11:11know shares those same values. And that
11:14would also be entertained by this. And
11:16this can be as silly as a cat video, a
11:18dog video, parrots saying funny things,
11:20but I know if it's parrots saying funny
11:22things, I'm going to send that to my
11:24brother because he would find it funnier
11:26than my dad,
11:28>> right? And so you kind of have these
11:29avatars in your mind that you would
11:31share certain things with and not
11:32others. We optimize for the widest
11:34relatable, most sharable thing. And if
11:37you can pull your niche industry up to a
11:40top offunnel, widely relatable
11:43feature about the avatar that this
11:45content pertains to, you're not going to
11:47have a problem getting massive amounts
11:49of views on the most niche product ever.
11:52>> The most common piece of advice I've
11:53heard from you is that a key f uh focal
11:56point is getting 90% retention in the
11:58first 6 seconds. And I feel like you
12:00kind of explained it, but what's the
12:04simplest change you've made that's
12:06doubled retention?
12:08>> Okay, the first six seconds comes
12:10directly from our Tik Tok rep several
12:12years back. But then, of course, we took
12:13that and we split tested it against
12:15every other platform and it pretty much
12:16rings true that if you can get 90%
12:18retention on your first six seconds, you
12:20are going to be in the top 1% of content
12:22being served up to the algorithm. And
12:24this is why we stand on the very
12:26controversial hill of do not talk to
12:29your core avatar all of the time. You
12:32have been sold a lie that is keeping you
12:34small. If I am talking to and my ideal
12:37avatar is women going through pmenopause
12:40who need to lose weight or want to lose
12:43weight. If I just say that if you're a
12:45permenopausal woman and you can't fit in
12:47your jeans right now and you want to
12:48lose weight, here's what you do. If that
12:50video comes across my feed, I'm
12:52scrolling. you're scrolling. Everybody
12:55in this room is scrolling because it
12:57doesn't apply to us. So what does that
12:58tell the algorithm? It tells them that
13:00it's not very valuable. I'll say
13:02obviously there's an interpace algorithm
13:03now. So it will find its avatar, but
13:06that is so niche that you're just
13:08hedging against a much lower pool versus
13:11widening that hook, showing and not
13:14telling. Show somebody in a giant pair
13:17of jeans, wrap it into a challenge
13:19format of I challenged myself to lose 45
13:22pounds in 70 days without doing XYZ.
13:28A much wider pool of people can now see
13:30themselves in that. That is incredible.
13:33Same concept. We're going to niche that
13:35whole concept down as we keep going
13:36through the video. But that hook, that
13:39first six seconds, the first 12 seconds
13:41is going to stay wide enough to appeal
13:43to 90% of people. And then you can
13:45slowly niche the content down as you go
13:47to talk directly to permenopausal women,
13:49but you're just giving yourself a much
13:51bigger colander for a lot more fish to
13:53funnel themselves into. And then you'll
13:56find your core avatar. You will find
13:58them even if you go wider. And I think
13:59that's one of the biggest misconceptions
14:01about going wide or unniching yourself.
14:04But take somebody who unniches themsself
14:06and speaks to the greater group of
14:10people versus somebody who just talks to
14:11the core avatar all the time. if
14:13especially if it's super niche, the
14:15person who gets more attention will win
14:17in the long run.
14:18>> So, if you were making, I don't know, if
14:21you were selling how to get six-pack abs
14:24on the carnivore diet, let's say, and
14:27you did some challenge about that was
14:30very broad. What comes to your mind?
14:32>> So, there's a fitness coach we So, we
14:35one of our most fun case studies comes
14:38from guy named Brian Mark. Brian Mark is
14:40a business coach for fitness trainers.
14:42So, he has he had a bunch of followers.
14:45He was doing about six million a year
14:47already, mostly through Instagram. He
14:49has a good product. Like many of you
14:51listening to this, you're an expert.
14:52You're really good at what you do. You
14:53have a great product, but if you're
14:55struggling with views, you're struggling
14:56with sales, you're struggling to get
14:57more attention on you. This is where I
14:59would say broaden yourself. Brian came
15:01to us and he goes, "I don't know what to
15:04do. My content is great. I'm getting
15:06great results, but I want to go bigger.
15:08what do I do? And we looked at his
15:10content and we just saw that it was
15:11pretty much one-dimensional. He was the
15:14aggressive coach yelling at the camera
15:16saying, "Do this if you're fat," blah
15:18blah blah. But Brian is a dynamic human
15:21once you get to know him. He's
15:22hilarious. He has an amazing
15:24relationship with his wife, but he
15:25wasn't showing any of that. So, if I'm
15:27turned off by someone just yelling at me
15:29all the time, he's not going to be my
15:32guy. So all we did with Brian for six
15:34months, coached him for one hour a week.
15:36All we focused on tweaking was one
15:38thing, which was getting more attention,
15:40more attention, and just storytelling
15:42him in a bigger way than he was
15:43storytelling himself currently because
15:45he had a good product. He was an expert,
15:46and he had a good salesunnel. He had a
15:48good system to capture all of the
15:50attention. So that's very important.
15:52You're not going to get more leads from
15:53all the attention if your system's not
15:55in place. But if you are an expert, you
15:57have a good system. Most of the time you
15:59just need to turn the dial up on how
16:00much awareness you're getting. How much
16:02brand awareness? People can't buy from
16:04you if they they don't know you exist,
16:06right? So how do we let them know you
16:08exist? We crank up your top of funnel.
16:10We sh storyt tell you better. And in six
16:13months changing one thing about his
16:15content, we took him from 6 million to
16:17$10 million.
16:19This $4 million more dollars changing
16:21one thing. And he has had million-dollar
16:23months ever since. simply just being
16:26more seen, being more visible.
16:29>> So essentially, I'm guessing you
16:31increased the TAM of the content, like
16:33the total addressable market by doing
16:35more challenge based, more viralized
16:37content. But what I'm curious of is say
16:40the thing we're selling is a course on
16:42six-pack abs, carnivore diet, you only
16:44eat meat. That's the thing. Liver King
16:46is probably the most viralized creator
16:49that could sell that course and it would
16:51do well. Why would someone like him do
16:53better getting a 100 million views a
16:55month on this broad appeal content as
16:57opposed to someone uh maybe just doing
17:00educational content like here's how to
17:02get six pack abs with a carnivore diet
17:03in six months uh and then you just tell
17:05a story about that and say link in bio
17:07like why does liver king make more money
17:09than the niche person because anybody
17:12can say here's how to get six-pack abs
17:14in six months anybody can chat GPT head
17:16knowledge there's nothing proprietary
17:18about that have you become it are you a
17:20spectacle to look at the way Libert is.
17:23He's a whole character. He's
17:24controversial. His shock value is high.
17:27His hooks are wild. They make you feel
17:29something. You either are so intrigued
17:31by what he's doing, you can't look away
17:33or you disagree with it, or you're
17:35wondering if it is real because it
17:37hasn't been said in that way before. You
17:39can know about the carnivore diet, but
17:40he is the epitome of showing and not
17:43just telling you, "Here's some tips for
17:45the carnivore diet." He is living it out
17:46in the most drastic way. Right? One of
17:49Blake and I's secret tips for how we
17:51broke through with our couples pranks
17:53was taking the most relatable couples
17:56dynamic ever and just 10xing it. I
17:59wanted to go on vacation during COVID.
18:01You weren't supposed to do that. So, I
18:02put hot tubs in our living room of an
18:05apartment, not on the first floor,
18:07right? If I want a dog and he doesn't
18:10want a dog, I turned our apartment into
18:12a barnyard for the day. So then a dog
18:14didn't feel so bad, but every comment
18:16section was, "This is so me. I should so
18:19do this. What a great idea. It left
18:21space for people for wives to see
18:23themselves in that comment or
18:25girlfriends and husbands to see
18:26themselves on the recipient end of that
18:28content. If people can see themselves in
18:31the outcome that you're storytelling and
18:34that you're showing, not just telling
18:36those are the brands that are going to
18:37win, not just the people sitting here
18:40perfectly postured behind a mic just
18:41giving advice. Do you stand on that
18:44undeniable stack of proof that you are
18:46what you're talking about? That's what
18:48Liver King did.
18:49>> And also, um, this kind of goes off what
18:51you're saying, but people buy from, uh,
18:54people they like, but also just people
18:55that spark emotion in them. And there's
18:57also some level of like, uh, I think
19:01status is really big in sales and him
19:03getting those views and being wellknown
19:05and this comment section talking about
19:07them probably leads to more sales. But
19:09to go on hooks, you tested hooks with $5
19:13dark post. And this is one of the most
19:15interesting things I've heard of, and I
19:17haven't seen anyone else really do this
19:19or talk about this, but how do you make
19:21sure a video goes viral before posting
19:24it? And how do you test that?
19:26>> That's a great question. So, this is
19:28really fun to talk about. I'm sure
19:30anybody who's a media buyer out there
19:31that's listening is like, we've done
19:32this for years, but no content creators
19:34were doing this. And I got this tip from
19:36a mentor where we would put $5 behind
19:39every piece of content, every variation.
19:42If I'm going to make a video, I would
19:43make 7 to 12 variations of that video
19:47with music, without music, different
19:49opening shots, different lengths,
19:51different texts on screen, every
19:53combination you can imagine to know I'm
19:56going to put out the best version of
19:57this video every single time to make
19:59sure my efforts are worth it, right? And
20:01so I would spend $5 on each variation as
20:04a dark post. So any Facebook page, like
20:07you're not using it, just run it to a
20:08random thousand people in the US. That
20:11was it. And once it hits a thousand
20:14views, you get a retention line. And you
20:16can see, oh my gosh, between seconds 12
20:19and 20, I lost 42% of people. What
20:23happened in that footage? Did I do a
20:25weird whip pan? Did I give an early
20:26payoff to where people didn't need to
20:28keep watching because they were like,
20:29"Ah, got it. What did I do there that
20:31lost 40% of people?" Then you have an
20:33opportunity to go back and tweak it, run
20:35it again, and see if you fixed the
20:36retention line. and we would keep fixing
20:38it until we had about six 50 to 60%
20:41retention all the way to the end of the
20:43video. And that is how we maintained a
20:45billion views a month over the last five
20:47years. The best part of this is Jack,
20:49you don't have to do that anymore,
20:51unless you don't have trial reels. But
20:52if you have trial reels or even just a
20:54testing account, you can do the same
20:56thing that we were doing before this
20:57existed, running all these different
20:59variations on trial reels or on your
21:01burner account to get that retention
21:04line through the edits app or through
21:06Tik Tok. you can see those retention
21:07lines through all the variations and
21:09then put that that winner on your main
21:11page once you've ironed out that
21:13retention graph. And that's how you get
21:15page health really really hot to where
21:17now your page doesn't miss and the oh my
21:22gosh you can take this to the moon and
21:23we just did that over and over again for
21:25every single page we ran.
21:26>> Hey, so something I want to note right
21:28here is a big mistake most investors
21:30make is jumping into the market without
21:32the right knowledge. They'll buy a stock
21:34they see pumping on X or Tik Tok without
21:36really understanding what's going on.
21:38And that's why I'm so glad we partnered
21:39with Mumu because it's not just for
21:41trading. It's an education platform as
21:43well. They give you free courses,
21:44tutorials, and even simulated trading
21:46with real-time data so you can practice
21:48and build confidence before you even
21:50risk your first dollar. But when you are
21:52ready to trade, they provide you with
21:53all the tools you could ever need.
21:55Advanced charting, stock screeners, and
21:57instant access to real-time financial
21:59news from Bloomberg, Ruters, and CNBC.
22:02Plus, Mumu lets you explore US and
22:04global markets all in the same app,
22:06which means more companies to trade with
22:08what you've been learning. And right
22:09now, they've got two amazing promos.
22:11First, any money sitting in your account
22:13that's not invested will earn up to 8.1%
22:15interest for the first 3 months. And
22:17second, when you make a qualifying
22:18deposit, you get a free stock of Nvidia
22:21worth up to $1,000. So, if you guys want
22:23to start investing the right way, just
22:25go to start.mumu.com/jackneil.
22:28You can also scan the QR code on screen
22:30or click the first link in the
22:31description. But anyway, guys, back to
22:33the podcast. I hate talking about this
22:35stuff because it's not super helpful
22:38unless you already have content that's
22:40doing well. But there are like a lot of
22:43there's people who are like, "Oh, I'm
22:44shadowbanned." Or, uh, "Oh, you can't
22:46post the same video on Instagram,
22:48YouTube, Tik Tok, uh, Facebook, like
22:50whichever platform you post it on first
22:52is going to do the best. You can't post
22:53the same trial reel twice."
22:55>> I disagree with all of what people are
22:57saying in that realm. We repost the same
22:59trial. The same trial reel has done over
23:02100 million views for me twice. The same
23:05one.
23:05>> When is that as of? Because I think like
23:07last week they changed it.
23:08>> Yeah, as of last week. This is why you
23:10got to keep your finger on the pulse,
23:11right? Because as of last week they did
23:13change it to where maybe it wouldn't
23:14have gotten 100 twice, but maybe it
23:16would get 30 million twice. But now if
23:18you just post duplicate content all of
23:20the time, they're going to crank down
23:21the dial on you.
23:22>> But if you change the hook, you're fine.
23:24>> Yeah, if you change the hook, you're
23:25fine. And they encourage that to split
23:27test hooks. Now, how much variance do we
23:30need? They're not very clear on that,
23:32but if you I think they're just trying
23:33to get rid of the slop of just reposting
23:35banger after banger, so you have all
23:37this duplicate content going out into
23:38the ecosystem, which makes sense.
23:40>> So, would you say that's the primary
23:42method you test before posting on all
23:44platforms is just seven or three to
23:47seven variations on trial reels and then
23:49you go to like Tik Tok, YouTube,
23:50Facebook?
23:51>> We do. If we're testing, that's exactly
23:53what we do. But I would I would disagree
23:55with the statement that wherever you
23:56post it first is going to do the best.
23:58I'll post something on Tik Tok and it'll
24:00tank and I'll post it on Instagram and
24:02it soarses. How it does on one platform
24:04isn't always indicative of how it's
24:05going to do on another. A lot of times
24:07it is. But that's why you can't be so
24:10precious about every single video that
24:11you make. You can't have all of this
24:13emotional weight in this video because
24:15people do this all the time. They're
24:16like, "This one has to hit. I spent so
24:18much time on it. This one's like a baby
24:19to me." And then it flops. Then you get
24:22discouraged. then you slow down. You
24:23can't afford to slow down right now. So,
24:25we would say be precious about nothing.
24:27And this is a rep's game. This is not
24:29how long you've been doing this. It
24:31doesn't matter. The rules change
24:33constantly. So, it is 1,000% how many
24:36shots on goal are you taking? And the
24:38people who are doing that are winning.
24:41They're getting there faster. They're
24:42getting more attention. They're getting
24:43more eyeballs, more visibility. And this
24:45is an arms race now, especially with AI.
24:48If I'm putting out 27 pieces of content
24:52a day and somebody else is putting out
24:53one, who is gonna get more watch time?
24:56Unless that person is doing slam dunks
24:58out of the park every single time. And
25:01our watch time hours spent with each of
25:03us are the same with that person's one
25:05to my 27. That's possible, too. Right
25:08now on my main page on Instagram, for
25:10example, I'm doing very low volume, but
25:13pretty much everything that we're doing
25:15is crossing five million views a post.
25:18So somebody else may have to make 30
25:20posts to get 5 million views where I can
25:22do it in one. And that's just a a time
25:24thing and testing behind the scenes,
25:26right? But I've also been doing this,
25:28don't compare my journey to yours. I've
25:30been doing this eat, sleep, and breathe
25:32it for the last five years, right? But
25:34you still never know quality. There's
25:36still videos that I make that I really
25:38think are going to hit and they don't
25:39for whatever reason. And so you can't be
25:41precious about it. Not if you want to be
25:43here for the long run.
25:44>> How important is a healthy page on a
25:47platform?
25:48>> 50% of the battle is having a healthy
25:50page. If you have a flagged page or a
25:53suppressed reach, you can make the best
25:54video in the world and it's not going to
25:55be seen. And I do think we're going into
25:57an era where we're going to have a
25:58multi-channel strategy where you have
26:00Jack Neil main podcast, Jack Neil
26:01bloopers, Jack Neil this, Jack Neil that
26:04because it is a liability to just have
26:05all your eggs in one basket on a
26:07platform that you don't control that
26:09could get flagged. We I've had so many
26:12pages banned for a profile picture. They
26:15thought I was selling drugs. It was just
26:17a picture of my face. But with the AI
26:20algorithm, as they keep changing things,
26:22you can get flagged and your page taken
26:24away like this. I'm sure many of you
26:25guys have. We've had friends who have
26:27lost their pages for popping a balloon
26:29too loud because it was a community
26:30standards violation. We're building
26:32castles on sand because we don't own
26:34what these platforms are going to do,
26:36right? But you can use them to get as
26:38much attention and notoriety as possible
26:40on your offer and we're just trying to
26:42help people make better content at the
26:44end of the day so that they can get more
26:46attention, so they can get more leads,
26:47so they can make more sales. When you
26:49say page health, I know you're talking
26:51about like the restrictions on the
26:52account and like being banned
26:54potentially, but are you also talking
26:56about the concept of something that used
26:57to be known on Tik Tok as account
26:59authority and like uh like Instagram? If
27:02you have, let's say I have five videos
27:04that get 5,000 views and then I post a
27:06video um and it gets a million.
27:09Theoretically, if those previous videos
27:12got 500k views, would that last video
27:14have gotten 5 million? You know, like do
27:16do they push it based on your past
27:18performance?
27:18>> Yes. If that and that's another reason
27:20we advocate for going top of funnel
27:22because if I if you're a mom and you
27:25make a parenting video, I'm not a parent
27:28yet, right? But if you go wider and do
27:30some funny diaper hack, that's going to
27:32go wider. It's going to be shown to
27:33tangential audiences even though I'm not
27:36a mom. That parenting stuff comes in my
27:38feed all the time just because some mom
27:40in a similar circle to me went viral.
27:43Guess what? Even though that does not
27:44apply to me, I share that to all of my
27:47mom friends. This is why it will find
27:50its core avatar if you go wider. And not
27:52just that, but you ever watch a video
27:54from somebody that you don't follow, if
27:56you watch a good amount of that video,
27:58you're going to be shown another video
27:59from them and another video from them.
28:01So going wider is going to give your
28:04middle and bottom of the funnel expert
28:06and conversion content the opportunity
28:07to be seen by more and more people. So
28:10if you have that million view hit, the
28:12videos behind it and around it are also
28:14going to be elevated and get to more of
28:16that right audience.
28:17>> And that's not just because people are
28:19going to the page and watching it. It's
28:20because they're getting it served more.
28:22>> H interesting.
28:24>> Um would you say that's the case for
28:26every platform? I would say Tik Tok and
28:28YouTube, it's particularly important. Um
28:32>> Facebook seems really important for
28:34that. You know, I've probably
28:36>> I think two months ago we got 50 million
28:38views on Facebook and then last month it
28:42was like every video was averaging a
28:43thousand views and we couldn't get out
28:44of that pocket. But if we have one that
28:46gets 200K, then the next 10 will do
28:49really well. I don't know. It's
28:50something weird like that. But
28:52>> that's I mean that sounds right. And you
28:53know YouTube way better than I do. We
28:55know Facebook really well and we know we
28:57know Meta really well because they pay
28:59us the most. But so we know those
29:01platforms the best and Tik Tok can be
29:02very hit or miss. But I would agree with
29:04you. I would say this is platformwide,
29:06especially because it's interest based.
29:07They want to serve you what you engage
29:09with. So even if that was just watching
29:11for a long period of time, right?
29:13They're going to serve you more and more
29:14of that until you kind of stop showing
29:16that you're interested in that content
29:17or you're not engaging with it as much.
29:19And that is why I think every brand
29:21needs to be overindexing on top of
29:23funnel content.
29:25>> I think that's great advice. We were
29:26actually talking about this last night.
29:28I was explaining it to her that I was
29:30like, "Wow, these platforms are really
29:33like big on serving it to the same
29:35audience." Because if you map out
29:36Adley's top five videos, I think it was
29:39two or three of them had wine in them.
29:42And I'm like, but those aren't her top
29:44five videos on Facebook or YouTube, you
29:46know? So, it's like you had that one
29:48wine video do really well, which means
29:50the other wine video you have is going
29:52to be served to that same audience. Um,
29:54and it kind of pigeon holes your page in
29:58a way that like wine videos are just
30:00going to be outliers for you forever,
30:01like if you go viral enough. You know,
30:03it's a good problem to have. But, um,
30:05what you were saying about the clipping,
30:07do you think best practice in 2025 for
30:10social media is we have a podcast. So,
30:14say I make finance content, say I make
30:17comedy content. Do I just have finance
30:19page, podcast page, comedy content page?
30:22You know, you think that's the best way
30:23to go?
30:24>> I think it depends on if the avatar is
30:25the same. Is your avat are you a funny
30:27person and you teach finance? Great.
30:30Sounds like it could be all on one page.
30:32That's your unique angle to enter the
30:34marketplace and that's how you're doing
30:35finance differently than others. If
30:38you're teaching about deep finance and
30:40then you're just doing unrelated couples
30:42comedy skits, two wildly different
30:43avatars, I think those are two different
30:45pages. So, I think it all comes down to
30:48the avatar and if they could both live
30:50on the same page and get value.
30:51Otherwise, you're going to be totally
30:53skewed.
30:54>> So, you don't do the Facebook ads uh
30:56like dark posts anymore. Would you say
30:58just the trial reels is the main thing?
30:59>> Just from trial reels.
31:01>> Yes. But I will say we're making still
31:04really good good money on Facebook, but
31:07it's not what it was 2020 through 2023
31:10when the world was still in COVID and
31:11coming out of that. That is when the
31:13whole world was glued here, right?
31:15There's so much visibility and eyeballs.
31:16And so coupled with that on a global
31:20scale and Facebook's relationship and
31:22how they were paying creators was a
31:24different model back then. So that's
31:26where I could afford to spend $150 on
31:29every single video just to test the crap
31:31out of it, right? Because the gains were
31:34sometimes the difference in six figures
31:36for a single video and we were making 18
31:39videos a day at our height with 15
31:42full-time actors, right? So that was
31:44worth it. Now, it depends on what you're
31:46aiming for. If you're just trying to
31:47make sure you get the best version of
31:48your video every time, trial reels is
31:50the most accessible way for people to do
31:52that.
31:52>> Did you ever try, this is just my
31:54curiosity, did you ever try doing like
31:56the $5 dark post on Tik Tok, Snapchat,
32:00YouTube, like all as ads and seeing
32:02which one worked for each platform
32:03better? Or did you just do Facebook?
32:05>> I did not, but that's a great idea. It'd
32:07be interesting to see if it's different
32:09because Snapchat is younger audience
32:11>> predominantly and then YouTube is more
32:14males than Instagram. Tik Tok is more
32:17females than Instagram.
32:18>> I think that's a great idea. If somebody
32:19wants to get super nerdy with it, I
32:21would do it what Jack is saying and just
32:23try that on all platforms and see the
32:25difference because it is not perfect
32:27every single time, but it is the best
32:29tool that we had at the time to be able
32:32to do predictive performance. How many
32:34views would you say you have across
32:36social media?
32:39>> To be honest, it is hard to quantify. If
32:41I go conservative with it at the
32:44baseline of what I know we do, at least
32:46a billion views a month across all of
32:48our platforms 100% organically
32:51since
32:53January or February 2020, something like
32:5663 64 months. That would be 64 billion
32:59views conservatively. Would you say
33:02there are a lot of creators that have
33:04similar views as like individual people?
33:07>> I don't think so. Last somebody told me,
33:10we were the most viewed, especially
33:12female publisher in Facebook and
33:13Snapchat history. And that doesn't mean
33:15my face is in every video. It's in less
33:17than 10% of the videos that we create
33:19and distribute from all of our actors or
33:22videos in our network or videos and
33:23creators that we manage that we
33:25distribute for. I mean, we're
33:27distributing everywhere from Facebook,
33:30all the main platforms, but even to
33:32Microsoft to MSN, we're syndicating
33:34across news and television. Not to
33:36mention, because this is some of the
33:38most viewed content across social media
33:39every single week, it's getting stolen
33:42left and right. We could maybe double
33:44our numbers if we just add up how many
33:46stolen views or people on meme pages
33:48posting our content that we didn't give
33:50them permission to. Right.
33:52>> You just gave me the idea. I was like,
33:54should probably steal videos for MSN,
33:55the Microsoft thing, because
33:58it's probably making good money right
33:59now. Um, but how many followers do you
34:02have across social media?
34:03>> I think close to 40 million followers
34:05probably across our owned network. We
34:07distribute to over 75 million on a
34:11regular basis and probably close to 800
34:13million in our collective network worth
34:15of followership.
34:17>> 800 million followers. Is that like
34:19everyone in your communities or is that
34:22people who you directly like have a
34:24business relationship with?
34:25>> That's who we have a business
34:26relationship with like a syndicate
34:28partner relationship whether that's meme
34:29pages or like MSN or just these
34:32different owned verticals that people
34:34don't always know are owned by the same
34:36person.
34:37>> So yeah, what kinds of niches do you
34:40have like major ownership in? At the
34:43moment
34:44>> we have ownership in just
34:45entertainmentbased channels. So, we
34:47don't own Viral owns very little with
34:50our 40 million and they're mostly just
34:51entertainment based channels, couples
34:53channels, DIY channels, prank channels,
34:56food channels, couples, if I didn't say
34:58that already. Um, but we syndicate to
35:01every niche imaginable. We have designed
35:03viral videos for every niche imaginable
35:06from logistics trucking to holistic
35:09trauma therapy treatment to landscape
35:12photography to people who clean trash
35:14cans to lawyers to real estate to people
35:16who teach Excel tactics. Like you name
35:18it, we've probably designed a viral
35:20video in that niche. Viral is
35:22subjective. So say viral is at least a
35:24million views.
35:24>> How many YouTube plaques do you have?
35:26>> Oh, we have five gold. Um, some channels
35:31have 3 million, some have four, some
35:32have one. Um, so five gold and then a
35:36silver for everything under that plus
35:37one more silver.
35:39>> Nice. So that's pretty comparable with
35:42Mr. Beast, I would say, with all the
35:43channels he owns is involved.
35:45>> That's great. But I don't even deserve
35:46to be on the same level because here's
35:49the difference, too. Our views and our
35:51ownership comes from being publishers,
35:53too, where he's built all of that around
35:55his identity, around his personal
35:58influence of all those or beast
36:00channels. I have 17 million followers
36:02under the Adley name or Adley brand. But
36:04those still aren't even dedicated
36:06followers. That's not 17 million people
36:08thinking Adley is the coolest thing in
36:10the world. They just saw a video of ours
36:11once, probably a really silly one from
36:13back in the co days that they liked and
36:15so they happened to click follow. But
36:17Beast has 40 million or more followers
36:20from people loving him and everything
36:22that he does.
36:23>> Have you ever had a conversation with
36:24him?
36:24>> I haven't really. I'm shocked he hasn't
36:27reached because he usually reaches out
36:28to people like who have something that
36:30he doesn't have. And I think you
36:32definitely have a content style and a
36:33master of retention that he doesn't
36:35have. So that'd be an interesting
36:36conversation. But
36:37>> that's a compliment I don't know that I
36:39can accept. I think he probably has
36:42wonderful insights on retention that I
36:44would love to be a fly on the wall for.
36:46But we come at it very differently. And
36:48I'm sure if we watched the same video,
36:49we were critiquing the same creator. His
36:52I I'd be curious actually to see if we
36:53would see the same things.
36:55>> It's very different in my opinion. I
36:57think you're you've probably excelled at
36:59reaching an international audience,
37:00especially with the Facebook views that
37:02maybe he's just more recently tapped
37:04into. What is your international
37:06percentage?
37:07>> Our international percentage totally
37:09depends on the page. Some are built to
37:10just go international, right? But here's
37:13the thing is viral is viral. When we
37:15want to make a certain content
37:17organically go viral within a certain
37:19subset of people for targeting as best
37:21as you can on organic, we'll just do
37:23that with the style of content. If we
37:25wanted to say middle America, we'll do
37:28pickup trucks, cooking, we'll have a
37:32country accent or something like that,
37:33that's probably not going to go
37:34international. So, we'll just skew the
37:36content style so it's just going to
37:38resonate with people who that resonates
37:40with if we kind of want it to stay more
37:42localized. But if we're just trying to
37:44make as much money as possible, we're
37:46going to go as wide and as global as
37:48possible and aim for a video that can do
37:50half a billion views or more.
37:52>> Got it. And I'm guessing Facebook pays
37:54like a view is one view. It doesn't
37:56matter if it's from a 60-year-old in the
37:59US or it really
38:01>> doesn't matter.
38:02>> So, what's the most you've made from a
38:04single Facebook video?
38:06>> Oh, you know what? This is hard to tell
38:09because I can see there's one that's
38:10coming to mind where my husband broke
38:12open an ATM just to see how much money
38:14was inside. That video I know is down at
38:17least a quarter of a million dollars and
38:19it took us maybe 45 minutes to make. And
38:22these are assets like music royalties.
38:23Like we get paid royalties all the time
38:25from all of these viral videos in
38:27circulation, right? And they can eb and
38:29flow. We can have videos from two years
38:31pop out of nowhere and make an extra
38:33seven grand or 30 grand. they really are
38:35assets as long as they stay in
38:37circulation, right? And with people's
38:39temperaments and with supply of ad
38:41demand, right? In Q4, for example, when
38:44everybody's running ads because you got
38:46Black Friday, you got Halloween, you've
38:48got Christmas, you've got Thanksgiving,
38:50you've got all of these holidays, new
38:52year, new you, right in this time and
38:54everybody's dumping ad dollars. We as
38:56content suppliers that the ads go in
38:58make our most amount of money in Q4
39:00every year, even from videos that we
39:02made four and five years ago, you know.
39:04So, there's no way to really tell how
39:06much some of these videos have made
39:09overall because we also have rights
39:10managers. We have people with full-times
39:12jobs just dedicated to taking down
39:15pirates that are monetizing our content,
39:17you know. But the numbers I remember
39:19seeing from just Facebook alone. We're
39:21probably on that ATM video doing about a
39:24quarter million in a short amount of
39:25time.
39:26>> I believe that was your second most
39:28viral video on Facebook. Do you think
39:29that had higher RPMs or CPMs because it
39:33was money related with the ATM?
39:35>> 1,000%. And we even shot different
39:37endings of finding money in it versus
39:39not finding money in it. And we would
39:41split test endings. And the ending where
39:43we did not find money in it was way more
39:45satisfying for people.
39:46>> That's interesting.
39:48Um because it's kind of like a reversal
39:50on what you would expect. where people
39:52struggle to build the bridge between
39:54widely relatable content and what most
39:56people are doing social media for is to
39:58make conversions, right? But if you
40:00understand why something works, even
40:01though I made this ATM breaking video
40:04just for entertainment, just to get as
40:05many views as possible, I've used the
40:07same thing that works breaking an open
40:09at breaking open an ATM to talk about
40:12hacking the algorithm, right? where I'm
40:14taking a sledgehammer and I'm hitting an
40:16ATM saying growing on social media feels
40:19a lot like trying to break into an ATM.
40:21You know, you know, there's great money
40:23on the other side of it. You know, blah
40:25blah blah blah blah blah. But it'd be
40:26nice and a lot easier if someone just
40:28gave you the keys and then somebody
40:30hands me the keys and I open it really
40:32easily instead of trying to beat my way
40:34into it, which is a lot what content
40:36creation feels like for some people. and
40:38this is just having to beat open this
40:40ATM and try to get it to work for them
40:42versus somebody like Viralish or myself
40:45giving you the keys. So once you
40:47understand what works about content, you
40:49can take any viral concept and twist it
40:52to be in your niche. Most people just
40:53struggle to build that mental bridge,
40:56which is the entire reason Viralish
40:57exists, which is to show them that
40:59bridge and help show them how to cross
41:01it and how to make a viral video into a
41:03conversion video. So let's say someone
41:05does get a viral video or a significant
41:08outlier for their channel. Do you repost
41:11that? Like do you post it to other plat
41:14uh do you post on the same platform?
41:15Like what's your kind of rule of thumb
41:17for that?
41:17>> So if somebody's video goes viral on
41:19Instagram, should they repost it
41:20somewhere else?
41:21>> Or say you had that viral ATM video like
41:23when did you post it again on that page?
41:26on that page with meta. Last news from
41:30our rep, depending on what this goes, it
41:32could change tomorrow was 90day. So on
41:3590, day 91, sometimes we'll go repost
41:38that video.
41:39>> And then do you ever like post it to
41:41another page that you own
41:42>> all the time? We have been recycling the
41:44same catalog for we stopped making all
41:48the cringy rage bait videos that we were
41:51going for. They're still in circulation,
41:52but we stopped making them almost two
41:55years ago now. and we are still
41:57reposting them, re-editing a bit,
41:59twisting them, testing different
42:00lengths, but they're still in
42:02circulation, still making money because
42:04human behavior doesn't change that much.
42:06>> I'm excited for this answer personally
42:08because I've made a good amount of uh
42:12revenue from Snapchat myself in terms of
42:14like the Snapchat shows uh and some
42:17stuff with Spotlight. Our last guest had
42:19a video make him $700,000
42:22um on Snapchat. But what's the most
42:24amount of money you've made with a
42:26Snapchat video?
42:27>> That's amazing.
42:29Spotlight alone, when there was that
42:31heyday early on, were you there for that
42:33heyday when it first?
42:34>> Yes, I was lucky enough.
42:36>> Amazing. We so blessed by that. I think
42:38we did near a million dollars on Just
42:40Spotlight in that short amount of time
42:42since our shows. I think we have about
42:4422 shows still in circulation.
42:47um
42:49eight that are meaningful. Eight to 10
42:50that are meaningful revenue still today.
42:54>> And I it it'd be hard to tell you how
42:56much on a single show, like a single
42:59Snapchat episode. Is that what you're
43:00asking? A single episode?
43:01>> Yeah. If you knew,
43:02>> do you know what the niche is the
43:04biggest show?
43:06>> They're all our same stuff. Wide
43:08entertainment focus. Couples. couples
43:10and pranks will always do the best for
43:12us because people hurting themselves and
43:14cat videos will never get old, you know.
43:17So, entertainment for us is how we how
43:19we got our start, how we got started.
43:21Um, but it's got to be several
43:22hundred,000, but I don't think we had a
43:24single episode do 700,000.
43:26>> Yeah, that was pretty unheard of. Mine
43:28was mine was 70 after reposting it three
43:31times. Um, and like it getting a little
43:33less and a little less each time. But
43:35>> are these podcast clips?
43:37No, we did uh celebrity drama. Yeah,
43:41>> great.
43:42>> Yeah, it was a pretty good niche. Uh but
43:45I would guess that yours would do well
43:46on Snapchat, too. So, do you think we
43:48could even recommend to an audience
43:50member to try to get on Snapchat shows
43:52or is it just so gaykept?
43:54>> I would not recommend that be the sole
43:57focus of any creator's attention right
43:59now unless they are big on another
44:00platform and can transfer that
44:02viewership. But I don't or somebody is
44:04willing to just go all in right now on
44:07Snapchat. Like that is your primary
44:08platform. I think it has to be for you
44:11to win on Snapchat right now. And I'm a
44:12huge Snapchat fan. But unless you
44:14already have a big audience elsewhere
44:15and you can leverage that or you're
44:16willing to go all in on Snapchat being
44:18your primary platform, I do think it's
44:20harder to grow.
44:21>> I would guess if you're someone who
44:23posts a hundred stories a day and does
44:2720 spotlights a day, like they'll
44:28probably be like, "This is weird. Um,
44:30let's reach out to this person." if you
44:32had some growth and did it over time.
44:34But uh what would you say is the easiest
44:36platform to go viral on in 2025 and what
44:40would you say is the best platform to
44:41monetize on? Facebook and Facebook. It
44:45is the most slept on platform but it was
44:48in the beginning and no creator was
44:50monetizing the way our crew was on
44:52Facebook 2020 to 2023 24 and they're
44:55still not. But in Viralist, we teach
44:57people who are in virus to monetize. Go
44:59to Facebook at the same time they're
45:01starting all of these other platforms.
45:02They're getting monetized faster and
45:04they're making more money on Facebook
45:05than they are other platforms.
45:07>> Yeah. I'm sure there are some viewers of
45:08this that post on Instagram and don't
45:10get paid anything. And I think that's
45:12because Meta's budget all goes to
45:14Facebook. But like, can you tell us why
45:16that is? Is it just because they see all
45:18these Tik Tok creators, all these
45:20YouTube, Instagram creators, and they're
45:22just like, "Guys, post on this
45:23platform?"
45:24>> I think so. Like that's the flagship,
45:25right? It is the most global. People use
45:27Facebook to log into websites, right?
45:29So, it still is the flagship and it's
45:31lost so much of a younger audience.
45:33People don't newer audiences don't
45:35younger people don't have Facebook,
45:36right? So, if you keep the money over
45:38there, there's no shortage of supply of
45:40people posting on Instagram, right?
45:42People are going to post on Instagram
45:43forever, you know, with no monetary
45:46support. They always have and they're
45:48not pulling away from it anytime soon
45:50because they still have a decent
45:51monopoly over there as far as people's
45:53attention. but and they don't flag
45:55people as quickly as Tik Tok does. Um,
45:58so if they put the money over here and
46:00people get word and they're trying to
46:01incentivize people over on Facebook,
46:04you're going to keep that younger
46:05audience around on a global scale. And
46:08there's still that's where the biggest
46:09advertising platform is, too. And so
46:11they need the content supply to be
46:12there. So that's where the incentive has
46:14to be.
46:14>> Like what do you know about Facebook
46:16that most creators don't realize aside
46:18from all the money that's involved with
46:21it? I was gonna say how much money there
46:22is on the table for the taking. We had a
46:25neighbor down the street that does not
46:27make content. Is just a a mom, not just
46:29a mom, but she is a mom, not a content
46:31creator, knows nothing about making
46:33content. We showed her a couple tips.
46:34She was maxing out $35,000 a month. Like
46:38>> on how many views?
46:40>> I I don't know. A decent amount. But
46:42it's also not tough. It's not easy. It
46:46is simple. We have creators who are
46:49making 15 videos a day, still not
46:51monetizing well on Facebook where we're
46:53making 15 videos a day and are with a
46:56smaller page than them. That's where a
46:58formula and that's where psychology of
47:00why you think you're doing the same
47:02thing that we are. You're missing small
47:04nuances that you could be cleaning up
47:06with that amount of work ethic of 15
47:07videos a day. And if you just let us
47:09tweak a couple little things for you, we
47:11can set you on another planet. But most
47:14people don't want to do the work and
47:15most people aren't willing to get in the
47:16weeds and study the data as much as we
47:19are. And we know that which is again why
47:21Barish exists to compress the timeline.
47:23So you don't have to figure this out for
47:245 years like we did. We can just say,
47:26"Hey, fix that. Hey, do it more like
47:28this and you're going to make 10 times
47:30the amount of money or just get 10 times
47:32the amount of views to go back to your
47:34funnel or whatever it is." But I would
47:36say people should not be sleeping on
47:38Facebook,
47:40period. It's it's very it's simple to
47:41use and there's nothing really that we
47:44know that other people don't. Then
47:47again, I sit in this Shar and I don't
47:48know how much I know. To me, it all
47:50seems very basic common knowledge, but
47:52then we'll say it's other people and
47:53they're like, I had no idea. And I'm
47:55like, oh. So, I think I've lost a little
47:57bit of touch of what is common knowledge
47:59for Facebook and what is not.
48:00>> What kind of videos make the most money?
48:02Is it 3 minutes plus? Like, what do you
48:04aim for?
48:05>> Not anymore. You ready for this? 16.1
48:08seconds. 16.1 second videos are making
48:11the most money for us on Facebook.
48:15It used to be three minutes.
48:16>> How much do you get paid for a million
48:18views on a 16-second video?
48:20>> Totally depends. Was it a real? Was it a
48:23regular post? Or did it go
48:25international? The CPMs are a lot lower
48:27if it goes international to where you
48:29can make a video that does 300 million
48:30views. That might pay less than a video
48:33that did 25 million views but stayed in
48:35America
48:36>> or it could do more. That's why you
48:37can't be precious with any piece of
48:39content being like it should have made
48:41this. It should have made nothing. We
48:43are blessed, right? We can never say
48:45anything should have made anything. But
48:48it it all depends on the type of
48:49content. That's why volume for just the
48:51money play is where you're going to
48:54you're going to earn the most.
48:56>> Would you say it's more than Tik Tok? I
48:58mean, Tik Tok doesn't pay you for 16
48:59second clips.
49:00>> No,
49:01>> I don't think YouTube really pays you
49:02for anything under 30 seconds. It's like
49:0650% the rate or 70% the rate. Um, or 20%
49:10the rate, sorry. But okay, so 15 second
49:14videos and then
49:15>> 16.1.
49:15>> 16.1. Sorry. Uh, is it a post or a real?
49:18What's the best? Does it matter?
49:20>> I ask my husband about this actually. I
49:22don't remember if it's a real or a post.
49:24>> But we'll post the same video as a real
49:27and as a post because sometimes the post
49:28will take off, sometimes the real will
49:30take off, but they're two totally
49:31different algorithmic tracks. So, you
49:33should post it as a video and as a real
49:35and give it double the chances.
49:38>> Well, that's a gym for me because that
49:39just doubled my content for the month.
49:41Um,
49:42>> yeah,
49:43>> that's really interesting. What I like
49:44about Facebook the most is that you can
49:47post a link in the video. Um, and it's
49:50the only platform that you can do that.
49:51So, this podcast clip right now can have
49:54the link to our full podcast and people
49:56can go watch it. There's no other
49:57platform that you can do that um without
50:00getting some type of restriction. I
50:03let me see here.
50:08Okay, so this might be repetitive, but
50:10just to summarize the virality aspect,
50:14if you had to go from zero to a million
50:16followers in 6 months, how would you do
50:18it?
50:20>> Do I care about the niche or am I just
50:21trying
50:22>> followers?
50:23>> Just trying to get followers. Any niche
50:24possible?
50:27I got to ask more clarifying questions
50:28because it totally depends on your
50:30tolerance. Some people are like, "I'll
50:32never be in front of a camera." Or if
50:33they were willing to be in a in front of
50:35a camera, maybe they they shouldn't be
50:37because they look terrified, right? So,
50:40there's totally different strategies for
50:41carousels than there would be for
50:43somebody who is charismatic. If are they
50:45willing to do man in the street style?
50:47Are they willing to do shock value
50:49cringe rage bait? Right? That's going to
50:51get you there faster. But most people
50:53don't want to touch that. But what I
50:55would do is I would do with what we call
50:57a 5630 method to start. So viralish's
51:005630 method is you're going to take
51:02every type of content concept you think
51:05you could be interested in. This is how
51:07we move people through paralysis by
51:08analysis where they're multi-passionate
51:10people and they don't know what to do
51:11and they could do man in the streets or
51:13they could do a carousel. Um they could
51:15do a series, they could do all of these
51:16different things and so they just don't
51:18start because they're so busy trying to
51:19figure it out in your head. You're not
51:21going to figure it out in your head. If
51:22you've ever started anything ever, you
51:24know that it never goes according to
51:25plan of how you think you're going to do
51:27it. The only way to figure this out is
51:29by doing. So the 5630 method is take
51:32five of the ideas you think you could go
51:35with the ideas for your podcast or the
51:37format or the types of content that you
51:40want to make thematically. Pick five of
51:42these buckets. Okay? Do six videos in
51:45each bucket. Six in bucket one, six in
51:48bucket two, six in bucket three. And
51:49you're going to post a video a day for
51:5130 days 1,000% unattached to the
51:54outcome. And it doesn't matter if you
51:55post all five from this style first or
51:57from this style or you mix and match
51:58them. Just do a video every single day
52:00to get that momentum. And at the end of
52:0230 days, you're going to have a
52:04beautiful bucket of data and you're
52:06going to have a lot of feelings. You may
52:08have been really excited about bucket
52:10number one and you were pumped about
52:12this. But at the end of it, you realize,
52:14wow, that was really unsustainable for
52:16my lifestyle. And actually, nobody
52:18really liked that either. I wasn't that
52:20excited about buckets three and four,
52:21but those really took off and that is
52:23sustainable for me. And I can do that.
52:25So now if buckets three and four were
52:27your outliers, go in and double down on
52:29that on month two and let that compound
52:31and focus on getting really good now at
52:33buckets three and four and month two and
52:35just keep testing and refining like
52:37that. And that is how we push creators
52:39off of the sidelines and just get into
52:41action and let data and how they felt
52:44about making the content show in as
52:46little as 30 days.
52:47>> How about you yourself, Adley? How would
52:50you like give me step by step if I said
52:53you have 6 months to get a million
52:55followers on Facebook? How would you go
52:58about it?
53:00>> On Facebook is different than on
53:01Instagram. So that's interesting that
53:02you clarified. If I was going to get a
53:04million followers on just Facebook, I
53:07would do the same thing that we're doing
53:08on Facebook today. It is volume. Volume
53:11of the most widely relatable content
53:13possible.
53:14>> So how do you pick a video?
53:16>> We look at what else is what is working.
53:17We look at the best performing videos
53:19we've ever made or best performing
53:20videos out there and we twist them. We
53:22see why that worked. We analyze it and
53:25we don't change the framework of why it
53:27worked, but we tweak how we're going to
53:29be a little bit different inside of
53:31that. I would not change the hook
53:33because even if you copy a video exactly
53:35for the hook, but switch out your
53:37industry in it, it's going to feel
53:39different because I bring a different
53:41energy doing the bit than you bring,
53:43right? We're very different people. Our
53:45locations are different. That's why
53:46trends are a thing. And trends are very
53:48powerful. So I would trend hack. I would
53:50spin what works. I would make it as
53:52widely relatable as possible because if
53:54you entertain people, you can earn the
53:56right to educate them on whatever you
53:58want. So if you can entertain people
54:00within the niche that you're eventually
54:01going to sell to, that will get you as
54:04much brand notoriety as possible, and
54:05you're going to have a much quicker
54:06breakthrough than just trying to sell
54:09right off the bat. A lot of people make
54:11that mistake right now. They're like,
54:12"Well, I'm not going to start going hard
54:13on social till I have something to
54:15sell." No. You ever have a friend that's
54:18just trying to sell you all the time?
54:20That person sucks. We don't want to be
54:22around that person. So, why would we be
54:23those people online? I would say start
54:26building value and growing an audience
54:28and being interesting before you have
54:29something to sell. People are not
54:31guarded around you then. Like, oh, he's
54:33just trying to sell me something or he's
54:34just doing this. We're so sensitive to
54:36that right now. We are in a trust
54:38recession. So if you can just grow
54:40without asking for anything, that human
54:43reciprocal behavior mechanism is so deep
54:46in us, that will pay off dividends if
54:48you don't just try to sell people.
54:50>> It's funny that you have this advice
54:52about go as top of funnel as possible
54:55and like don't sell anything
54:58consistently. Uh I chatted with Hormosi
55:01about this and this is like the 10th
55:02time we brought him up on the podcast,
55:03but he's just so uh counter advice to
55:06most people. I like he's like, "Yeah,
55:10you can sell every single video if the
55:11product's good, you know." Um or he's
55:13like he used to make fitness content and
55:16nutrition content or like a few pieces
55:17of those or more motivational content
55:20and now he's just like we only do
55:22business like at a high level and it
55:24increased our CPMs and it hits our
55:26target customer better. Why do you think
55:28that's his philosophy versus yours?
55:31>> Because he did my philosophy first
55:34>> to to break through and he would tell
55:35you the same thing. Now he's Horoszi. So
55:38we can say we just do this. We are more
55:41niche because he's Hormosi. He earned
55:43the right to. But in the beginning he
55:46was in value tamement. He was in going
55:48as wide as possible. He built a name for
55:50himself. So now he can niche down. But
55:52he also doesn't sell in every post.
55:56He doesn't do that. He doesn't sell
55:58really at all in his posts unless it's a
56:01giant launch like a book or something.
56:03But still, he never goes for the hard
56:04CTA. He goes for building brand and
56:08being as visible as possible. And he did
56:10that by doing massive amounts of volume
56:13in the beginning. He still does massive
56:14compared to most people, right? But
56:18that's how you that's how you break
56:19through. It was the best piece of advice
56:20I ever got from somebody. And listen, I
56:23can only speak from my experience. And
56:26so that's what I'll do. And other
56:27people, they speak from theirs. Sure,
56:28there are people who break through
56:31highly, highly niched down, but a lot
56:34more people break through when they
56:36entertain the masses first and then earn
56:38the right to educate people.
56:40>> If you had to make a million dollars on
56:42social media in six months, how would
56:44you do it?
56:45>> Step one, I would find the top 10 most
56:47relatable pages in your niche. We're
56:50looking for wide top offunnel content,
56:52and this is going to be a volume play.
56:55We're going on a sprint for six months
56:56straight. You're going to filter that
56:58using an app called Sortfeed in your
57:00Chrome extension to get the most viral
57:02videos. I would aim for anything over 10
57:04million views. Step two, you're going to
57:06take all of those videos from all of
57:08those pages, put them into an Excel
57:10spreadsheet, and set up your tripod
57:12because you about to get to work. Step
57:14three, do 10 videos a day. It is not too
57:18much on a brand new channel.
57:21You are in reps mode.
57:24You are in reps mode. you are in high
57:26volume mode. You want to get as wide of
57:28an audience as possible. And remember
57:31that audience is above your niche.
57:34Audience encompasses your niche. So that
57:36brings us to step four. Step four,
57:38you're going to want to have something
57:39to sell. If you are mega viral, you're
57:41going to want an offer that is cheap. If
57:44you're more niche, you want to go a
57:45little bit more expensive. And then step
57:48five, you're going to run retargeting
57:50ads to that big, beautiful, warm bucket
57:52of people who have been seeing your face
57:54over and over and over again because you
57:55warmed them up. They trust you. They've
57:57seen you. And now you have earned the
57:59right to sell them something. And that
58:01is how I would and have made a million
58:03dollars in 6 months.
58:04>> Quick question. Are you still watching
58:06this podcast? Because there was a part
58:07in the intro, the first minute that
58:10hasn't been talked about yet. See, my
58:11team puts a lot of work into the
58:12beginning of our videos to make sure
58:14you're hooked right away, and get you
58:16invested into watching the full episode.
58:18But here's the problem. Making those
58:19intros used to take days. We'd have to
58:22research the full podcast, watch it
58:24back, pick the best parts to include,
58:26and write it in such a way that it was
58:28intriguing off the bat, but tease the
58:30best parts of the episode. But now,
58:32since we use Poppy AI, we're able to
58:34combine podcast, articles, and Tik Toks
58:36together to create the questions for the
58:38episode. And after the podcast is ready,
58:40we can plug it into Poppy, connect our
58:42past scripts, and write a perfect intro
58:44in my voice. Plus, it's able to look at
58:47past episodes and know exactly what
58:49parts to include for a new podcast. But
58:51if you guys want to use it for your
58:52scripts, video clips, or research. Just
58:55go to getpoppy.ai/jackneil.
58:58They have a 30-day money back guarantee.
58:59So, if it doesn't give you value, it's
59:01completely free. But anyway, guys, back
59:04to the podcast. Adley, I have a little
59:06gift for you. Uh, Kayla, can you hand me
59:09that plastic bag? Oh, actually, it's
59:11right behind me.
59:14I say it's a gift, but stuff is probably
59:16only about 20 bucks. So,
59:18>> and you wrapped it.
59:21>> So, inside this bag are some mystery
59:24objects that you can just look through
59:26them if you want. And I want to see what
59:29viral videos you would have with any of
59:31this stuff. Oh man, this was actually
59:34our first hundred million view video was
59:36with shaving cream.
59:37>> If you would like maybe show me how you
59:40would do the hook for a viral video with
59:42any of this stuff or
59:45>> Oh man, I've got ideas for each of these
59:47and I got to remember that. This is nice
59:49when you make so many viral videos. You
59:50have these different buckets that you
59:51can pull from.
59:53>> All right, I'm going to show all of you
59:54how to go viral, which is a pen and a
59:55piece of paper in under 30 seconds. All
59:57right, Jack, I'm going to read your
59:58mind. Okay, tell me what is your
1:00:00favorite animal? Just think it. Don't
1:00:02tell it.
1:00:05>> All right, you got it.
1:00:07>> You thinking about it?
1:00:08>> Yeah.
1:00:09>> Perfect. Okay, I'm gonna write it down
1:00:11right on this piece of paper.
1:00:13Now, I've got it locked in on this piece
1:00:15of paper. You can tell me what is it.
1:00:16What's your favorite animal?
1:00:16>> Monkey.
1:00:17>> A monkey.
1:00:18>> Yeah.
1:00:18>> A monkey. That's really cute. Okay. Now,
1:00:21tell me, what is your favorite city to
1:00:23vacation to?
1:00:25>> Just think it.
1:00:26>> Got it.
1:00:27>> All right. You're thinking about it.
1:00:29All right. Keep thinking about that
1:00:31favorite city. I'm getting it. I'm
1:00:33downloading it. All right. I've locked
1:00:36it in. Okay. What What was your favorite
1:00:38city to travel to?
1:00:39>> NYC.
1:00:40>> New York City. Very nice. Okay. And
1:00:43what's your favorite direction? Like
1:00:46north, south, east, west. Just think it
1:00:48for me real quick.
1:00:51All right. I see that.
1:00:53Very good. Okay.
1:00:57All right. Now, don't say that one. I
1:00:58just want to show you that I got you
1:01:00locked in. You're pretty easy to read,
1:01:02Jack.
1:01:03>> There's no way she got these. Okay,
1:01:04>> so my first question was your favorite
1:01:05animal, right? And was it a monkey?
1:01:09That's what you said, isn't it? You see,
1:01:10I had monkey written down right there on
1:01:12that piece of paper.
1:01:16You're quite transparent, Jack.
1:01:18>> That's good.
1:01:19>> Uh, your favorite vacation city? I
1:01:21guessed NYC.
1:01:23>> How? Okay.
1:01:25>> It's just all over your face, Jack. It's
1:01:26all over your face. NYC. And your
1:01:30favorite direction? You sent that to me
1:01:31telepathically, too. What was your
1:01:32favorite direction? North, south, east,
1:01:34or west?
1:01:34>> East.
1:01:35>> East. And we are going to the east,
1:01:39Jack. So,
1:01:42that is how you read anybody's mind in
1:01:44under 30 seconds.
1:01:45>> How did you come up with that idea
1:01:48originally?
1:01:48>> So, we found this video that was 10
1:01:50years old that had gone viral in
1:01:52Indonesia. And there was a twist on it.
1:01:54It wasn't those exact same questions. It
1:01:56was different. But we took the concept,
1:01:58rewrote our questions and nobody in
1:02:01America or most people had not seen that
1:02:03yet. So we brought it over and
1:02:04introduced that and then it kind of
1:02:06became a trend of people doing this to
1:02:07their girlfriends or to their
1:02:08boyfriends.
1:02:09>> Did you translate it?
1:02:11>> Yes.
1:02:12>> Like I I understand how you found it,
1:02:13but like why were you looking in that
1:02:16place?
1:02:17>> We have entire accounts trained for
1:02:19different algorithms. We have
1:02:20international accounts trained for
1:02:22international couples videos, for
1:02:23international cooking videos. But we
1:02:25don't just look at the video itself
1:02:27because that would be industry specific.
1:02:30We go industry agnostic. Look underneath
1:02:33the niche at the fundamentals of why
1:02:35that video worked. That way we can use
1:02:37it for any niche, any vertical. We can
1:02:39translate that to any client. Right? So
1:02:41most people are struggle to draw the
1:02:43bridge between why this video went viral
1:02:45and why it worked and how that would
1:02:47ever apply to something like their
1:02:49industry or niche.
1:02:51>> So can you train an algorithm? Like
1:02:54obviously you can train an algorithm to
1:02:56be in your niche like say podcasting and
1:02:58only get podcast clips but how do you
1:02:59train it to get podcast clips only in
1:03:03Spanish from 5 years ago? Like is that
1:03:06possible or do you have to like set
1:03:07search parameters? How do you do that?
1:03:09>> We would train it the same way you would
1:03:10train it for a podcast. We would go find
1:03:12podcasts in other languages and then
1:03:15just start researching them. And if
1:03:16they're outliers in that side of the
1:03:18world, the same psychological principles
1:03:20apply. Most people just aren't going to
1:03:21do the work to do that type of research
1:03:23to break something into a new industry
1:03:25over here.
1:03:26>> Is there a quick tool to translate
1:03:28videos quickly or
1:03:29>> No, most of the apps can do it for you
1:03:31now,
1:03:32>> which which is nice.
1:03:34>> But the nice part is Jack, actually, we
1:03:36didn't even have to translate that
1:03:37because that is internationally
1:03:39understood. This you can understand
1:03:41without sound,
1:03:43>> you know, like
1:03:44>> that's why it did so well to begin with.
1:03:45That makes sense. Are there any
1:03:47platforms or any other ways that you
1:03:50research videos? Like a big one I used
1:03:52to do was go on Reddit and look for
1:03:54outliers in certain niches and then I
1:03:56would even go to the Reddit comments to
1:03:58look at the top upvoted comments to kind
1:03:59of get ideas for research. But like what
1:04:02are some weird places you guys go?
1:04:04>> That's exactly what we do. We'll also go
1:04:06to Gy. A lot of our best ideas have come
1:04:08from gifts. There was a video that made
1:04:10us $80,000 of my husband and somebody
1:04:14else. They were making a circle with
1:04:15their arms and I said, "I'm gonna jump
1:04:17through your arms like this." Like legs
1:04:19first. And the brain like nobody can
1:04:21understand how that would work. How
1:04:22would that you possibly jump through
1:04:25legs first into the water? And I just
1:04:27kept promising I could do it high stakes
1:04:29and they're touching fingers like this,
1:04:31making a circle for me. And then at the
1:04:32end of three minutes and one second, I
1:04:35just pushed them in. We drugged this on
1:04:36for so long because those were the
1:04:37monetization requirements at the time. I
1:04:39deeply apologize to everybody who
1:04:41watched those three minute long videos.
1:04:42But as marketers, it gave us a master
1:04:44class in how to get anybody to watch
1:04:46anything. And now we just use our powers
1:04:48for good and make that industry agnostic
1:04:50so we can help other people design it.
1:04:52But that first was a gif of somebody
1:04:55just pushing somebody into the water.
1:04:58>> Like can you go on gyian and sort by
1:05:00like viral ones?
1:05:01>> It was just I think it was something on
1:05:02the homepage
1:05:03>> or it was literally just in my keyboard
1:05:05for whatever word I typed in. But that's
1:05:07the thing is once you understand viral
1:05:09content, you understand the formula, you
1:05:11can start seeing it everywhere. And as a
1:05:13storyteller, you can see, I see how this
1:05:16could be a prank. I see how I could turn
1:05:18this into an unboxing video, right? Once
1:05:20you just understand the fundamentals of
1:05:22how it worked, for example, unboxing
1:05:24videos work great. People love watching
1:05:26them because they follow the formula
1:05:28perfectly. You know what you're waiting
1:05:30for. It's high suspense and you don't
1:05:32resolve it till the end. Prank video
1:05:34follows the same thing. makeup
1:05:35transformation videos, same thing. Lost
1:05:38puppy, finally having a happy ending,
1:05:40same transformation, right? So once you
1:05:43understand these principles, you can
1:05:44make them move industries and niches. We
1:05:46bought a cop car once and started doing
1:05:49cops unboxing people. So, a cop would
1:05:53pull over, say, a cute girl, and she had
1:05:56something strapped to her leg, and he it
1:05:58looked like drugs or money or whatever
1:06:00she's doing, hiding something underneath
1:06:03her clothing or underneath all this duct
1:06:05tape or gauze. And because we know
1:06:07unboxing works, because we know cop
1:06:09videos work, because we know people love
1:06:11looking at the human body, even though
1:06:12all of these videos are PG and PG-13 at
1:06:16most, we would merge those different
1:06:19verticals into one video of a cop
1:06:21unwrapping something on somebody he just
1:06:24pulled over to see if it was drugs or
1:06:26money or whatever it ended up being.
1:06:28You're one of the only people that I've
1:06:31met, this sounds self arandizing, like
1:06:33besides myself, that doesn't say steal
1:06:35from one video, but it's like take two
1:06:38viral things from two viral videos. Like
1:06:40you take the cop thing and you take that
1:06:42thing and then I've heard you even talk
1:06:44about like using like dash cam or like
1:06:46door ring video uh
1:06:48>> ring doorbell videos uh to even make it
1:06:51more viral. That's such a good concept
1:06:54and it's the easiest way to not make
1:06:55content boring because you just steal a
1:06:57few things. I would guess that Mr. Beast
1:06:59is at a point where he's not just
1:07:01statistically doing outliers for his
1:07:03thumbnail and title. Like I would guess
1:07:05it's every second of the video is based
1:07:07on some data trend that they saw um that
1:07:10they can like make viral. Uh and that's
1:07:12why they I'm going to go on a tangent
1:07:14about this, but that's why they film so
1:07:16much content like with all these
1:07:17thousands of cameras is because they
1:07:19know that this thing is an outlier and
1:07:21they're looking for it when they're
1:07:22reviewing all this real footage. You
1:07:24know what I mean? like they don't have
1:07:25to script their videos because they know
1:07:27what an outlier is. They have all this
1:07:29footage and they're it's probably just
1:07:31going to be in there anyway.
1:07:32>> You just nailed it. You could take the
1:07:34same video you were going to make,
1:07:35change the format, meaning if you were
1:07:37doing straight to cam, instead capture
1:07:40that prank or whatever the video is from
1:07:42a ring camera footage and just give it a
1:07:44different vantage point. It makes it
1:07:46feel, if this were a prank, more real
1:07:48because who's gonna go through the work
1:07:50to do that? People don't even know that
1:07:52being an entertainer online is a job for
1:07:54the most part. So, they certainly don't
1:07:56think that we put that ring overlay as a
1:07:58PNG on the footage to go that far to do
1:08:01it,
1:08:02>> right? They don't think that we're
1:08:03scripting entertainment on social media.
1:08:06And that's why people can get so
1:08:07triggered and emotional about it is
1:08:09because they're used to watching
1:08:10scripted on television. You're used to
1:08:13watching WWE or reality TV that you know
1:08:15is scripted and you're just watching for
1:08:17entertainment, but people aren't used to
1:08:19seeing that on social and then they feel
1:08:21like it's fake news even though they
1:08:24will watch it over and over and over
1:08:25again knowing it's scripted. You can
1:08:27watch your favorite couples do these
1:08:29pranks back and forth. Are they in on
1:08:31it? Yes. And it steals the joy sometimes
1:08:34to know that and I understand. But you
1:08:37will still see yourself in that content.
1:08:39you will still watch for levity, for
1:08:41entertainment, then that's just meeting
1:08:43people where they're at. And the data
1:08:45will show you over and over and over
1:08:46again that that's what they want to
1:08:48consume. There is a giant difference
1:08:50between what people say they want to
1:08:52watch and what they will actually pay
1:08:54attention to. And so once we removed our
1:08:56own personal bias from it and I was
1:08:58willing to make content that I didn't
1:09:00necessarily care for, but my avatar and
1:09:02other people cared for, that's when we
1:09:05started making 10,000 times more money
1:09:07than I was making just making content
1:09:10for myself.
1:09:12I'm curious what you think the best
1:09:14niches are. I mean, it's probably all
1:09:15the ones you do in terms of getting the
1:09:18mass amount of views. Would you say
1:09:19that's accurate? Would you say
1:09:20relationships and couples is the most
1:09:22viral niche, or is there something
1:09:23bigger than that?
1:09:25I think that's most tried and true
1:09:27because it is international. Everybody
1:09:30has been in for the most part a
1:09:32relationship to pull from some level of
1:09:34personal experience. So if you think
1:09:35about shared experience and what the
1:09:37most amount of people in the world have
1:09:38gone through, relationships are pretty
1:09:40up there. Parenting is another big one,
1:09:43right? Money is another big one. But
1:09:46really, if you think of niche or
1:09:48industry as four main things, any of
1:09:50your niches can go inside of four stages
1:09:52of a sales cycle or the four ways that
1:09:55you sell something to somebody, which is
1:09:57how are we increasing your status in the
1:09:59world? Does your product increase
1:10:01status? Does your product save people
1:10:03time? Does it compress time for them to
1:10:06be successful? Does it save them money
1:10:09or make them money? And does it play on
1:10:11fear? Right? Fear of staying the same.
1:10:14And so if you put your industry in one
1:10:17of those four verticals or even better
1:10:19if you can do three or all four of them,
1:10:21your offer is going to be better. Your
1:10:22content is going to be better. It's
1:10:23going to be more resonant. And then you
1:10:25can truly get anybody to watch and even
1:10:28buy anything.
1:10:30>> What's the hardest product you've made
1:10:31go viral?
1:10:33>> The hardest product we've made go viral
1:10:36was actually a client of ours and it was
1:10:37a very cool app called ReClip. It was an
1:10:40audio app that would be recording on our
1:10:42phones all of the time. But often, you
1:10:45know, when we'll say something but we
1:10:46weren't recording, we're like, "Oh, I
1:10:48wish we had that a recording." Because
1:10:49it's recording all the time. You can go
1:10:51back for the last several minutes and
1:10:53clip something that happened.
1:10:55>> I saw this. Yeah.
1:10:56>> Storytelling that in viral video because
1:10:58it's strictly auditory and there's a
1:11:00giant education that has to happen about
1:11:03the product is not typically something
1:11:05that we would take on as a client
1:11:07because when we take on clients, we
1:11:09guarantee tens of millions of views.
1:11:11We've never not hit a guarantee. But for
1:11:13this one, how we story told this only
1:11:16audio app was
1:11:18>> can I guess it? Was it a relationship
1:11:20and there was like an argument about
1:11:22something and it's like no, you said
1:11:24this. No, you said this. And then they
1:11:25went back into the clip. Was it
1:11:26something like that?
1:11:27>> Ours was we did do that one, but that
1:11:29was not the viral one. The viral one was
1:11:33my brother and a girl named Sammy,
1:11:35another actress, sitting here and
1:11:37they're watching TV and the TV
1:11:41interrupts and starts playing an audio
1:11:42from her father who had just passed and
1:11:45she's looking at the TV like what is
1:11:47this audio? My brother gets up down on
1:11:49one knee as he's about to propose to her
1:11:52and the audio was him asking for her now
1:11:55passed away father's permission that had
1:11:58been captured on the app and had
1:12:00captured that special moment that
1:12:02otherwise wouldn't have been possible
1:12:03without the app. And then she turns and
1:12:05she goes, "How did you get this?" And
1:12:07then sees that he is actually proposing
1:12:10which is the fulfillment of what was
1:12:11said in the voice clip only made
1:12:13possible by the app. And that video did
1:12:1662 million views and ended up on Good
1:12:18Morning America.
1:12:19>> That's genius, too, because I bet that
1:12:21sells because people are thinking about
1:12:23that situation happening to them and
1:12:25they don't want to miss it. So, it's
1:12:26like the FOMO. So, you get those 63
1:12:29million views.
1:12:30Does the brand ever pay you to like run
1:12:33a more like niche ad to retarget the
1:12:36viewers from that video?
1:12:38>> Absolutely. We have people joining Virus
1:12:40just to learn how to make better content
1:12:41to lower their ad costs. We've had cut
1:12:43people's ad costs by 50%. That's what
1:12:46happens when you learn how to make good
1:12:47content. So, if anybody out there is
1:12:49running ads or running paid media, you
1:12:52should master viral organic first
1:12:55because you are going to save so much
1:12:57money in ad spend testing on organic
1:12:59because it is free. We are in the
1:13:01greatest wave of free advertising the
1:13:03world has ever seen. And if you're not
1:13:04mastering viral organic, your
1:13:06competitors are and you're going to be
1:13:07left in the dust. And it is the cheapest
1:13:10way to lower ad costs to get more
1:13:12followers which become buyers and
1:13:15nurture them for free. I can't think of
1:13:18a better mechanism to do that.
1:13:20>> How do you negotiate brand deals as
1:13:22someone with 40 million followers?
1:13:24>> Do they want a guarantee or do they want
1:13:27to call the shots?
1:13:28>> What do you prefer? Usually
1:13:30>> let us call the shots because then I can
1:13:32give you a guarantee. And if I tell you
1:13:34we can get you 40 million views or 10
1:13:36million views in a month, we're going to
1:13:38get you that as a baseline, but we could
1:13:40humbly sneeze and get 10 million views
1:13:43in a month. So if this is why it's only
1:13:45for brands who have the right budget,
1:13:46which is why we launched the education
1:13:48company. Is that how you Because I've
1:13:51noticed this the bigger my platforms
1:13:53have got and the more like sales I've
1:13:56been doing with these brands is I find
1:13:58myself just asking what their budget is
1:14:00and then
1:14:01>> being like okay I can do this to hit
1:14:03those deliverables. Uh like what what's
1:14:05the budget? What are the KPIs? And then
1:14:07what do we do from there? And I'm sure
1:14:09you're in a similar place but most
1:14:10people are like oh it's just 5k brand
1:14:12deal offer 7K brand deal offer and they
1:14:14want this view guarantee. But like what
1:14:17is your strategy? is like is your budget
1:14:18a million dollars or is that how you go
1:14:21with it?
1:14:21>> Our budget right now for us to do it for
1:14:23you starts at about 45,000 a month with
1:14:27a with a guarantee. But I could never
1:14:29offer you a guarantee if I was just
1:14:31using Adly Pages. And anybody and any
1:14:33creator who says I can guarantee your
1:14:35video will do this, I would run because
1:14:38they can't. I could never look somebody
1:14:40in the eye and say on my Adly page I
1:14:42guarantee this video will do this. The
1:14:43only way we are able to offer a
1:14:45guarantee is because we have so much
1:14:47digital real estate. We have so many
1:14:49pages and I have viral content creators
1:14:52born and bred in our ecosystem that I
1:14:55know can deliver on our promise.
1:14:57>> So what do you do if someone is like we
1:14:59have a million dollar budget and we need
1:15:01a billion views? Like is it just
1:15:03multi-video campaigns? Like how do you
1:15:05negotiate this type of thing? Totally
1:15:07depends on their goal and is it a
1:15:08product that can go viral because not
1:15:10every product ca I'd say if anybody can
1:15:13make a a boring product viral it is us
1:15:16but still not every person can go viral
1:15:19you have to have an it factor and it's
1:15:21going to be more expensive if we have to
1:15:22contrive it for you because now we're
1:15:24your marketing team you know now we're
1:15:26your marketers too
1:15:27>> and you eventually become their product
1:15:28team too it's like hey can you make this
1:15:29adjustment on your app so I can market
1:15:31it better you know
1:15:32>> totally that's a slippery slope for us
1:15:33and why we only take on so few But for
1:15:37us, the price really varies on how viral
1:15:40is it naturally. Is it for a wide group
1:15:42of people? Like is it online betting or
1:15:45is it floss?
1:15:46>> So if Apple comes to you, they want you
1:15:48to do the campaign for these new AirPods
1:15:51that translate in real time. How are you
1:15:53guys handling that negotiation? Just for
1:15:56like aspiring creators out there, they
1:15:59say, "What's your rates?" Like what do
1:16:01you respond to that email? Creators have
1:16:03never really talked in CPM before, but
1:16:06is actually making that more
1:16:07mainstream because we've been quoting on
1:16:09CPM for a while, which is only pay for
1:16:12how viral you go, which is just a fancy
1:16:15way of saying CPM, right? is
1:16:17educating and doing a great job of
1:16:19educating creators on how to speak in
1:16:21CPM, which is going to start offering
1:16:22brands the guarantees that we've only
1:16:24been able to do because we have so much
1:16:26digital real estate. But now if creators
1:16:28can keep creating until they hit the
1:16:30minimum that's promised or the financial
1:16:33goals, now creators can charge on a CPM
1:16:35basis and we can go back to what we were
1:16:37talking about with this multi-channel
1:16:39strategy that I think is going to be
1:16:40extremely important for the creators of
1:16:42the future and the brands.
1:16:44>> I I never even thought of like that.
1:16:46I thought of it more as oh I have a
1:16:49$10,000 clipping budget. Let me get my
1:16:51views. But this democratizes the ability
1:16:53for brands to pay. You know,
1:16:55>> you said the exact word. It does.
1:16:57>> Huh?
1:16:58>> Brands can finally ensure they're going
1:17:00to get what the creator says they they
1:17:02can get and they control the quantity
1:17:04and the quality of it. That is huge
1:17:06control back in the back in the brand's
1:17:08hands from being burned by the creator
1:17:11economy in influencers demanding their
1:17:14worth like they have been for the last
1:17:15couple years. And don't get me wrong, I
1:17:17advocate for creators to charge what
1:17:19they're worth. I am one myself and I
1:17:21teach creators to charge what they're
1:17:22worth. But unless you are very
1:17:24consistent and very predictable, you
1:17:26can't and even if you are, you can't
1:17:28really guarantee a brand anything based
1:17:31on your real estate alone. Unless you're
1:17:33doing volume. So this multi-channel
1:17:35strategy is amazing for brands being
1:17:38able to work with creators and both of
1:17:39them controlling their own future and
1:17:41what they want to get paid and what
1:17:43they're willing to pay for that
1:17:44attention.
1:17:45>> Let me ask you this. As a creator with
1:17:47so many followers and a lot of leverage,
1:17:50if there was an Apple campaign on
1:17:53and the budget's $10 million, are you
1:17:56just dropping everything and telling all
1:17:58of your creators to go for it and be
1:18:00like, we're the people that are going to
1:18:01get the views for this or are you
1:18:03waiting for those guaranteed deals for
1:18:05yourself?
1:18:06>> Speaking for myself,
1:18:08we're going to we're going to do the the
1:18:10guaranteed deals. But also, if you have
1:18:12that type of budget, you need to be
1:18:14letting us set you up your own clip
1:18:15farm. You know, you don't need to be
1:18:17going through love and that is the
1:18:19best mass market play. But at that
1:18:21level, you need to be setting up your
1:18:23own clip farm the way Andrew Tate did.
1:18:26>> Love him or hate him. He couldn't post
1:18:27to his own platforms. So, he hired
1:18:29armies to post for him. And so, he was
1:18:32everywhere. And he really clipping was
1:18:35huge back in the day with shoutout
1:18:37campaigns. And that's how you broke all
1:18:38these big gurus that we know of today.
1:18:41They were doing OG clipping. They were
1:18:44doing these farms, these shout out
1:18:45campaigns. We were a part of a lot of
1:18:47them and helping people grow. Right now
1:18:51it's much more normalized and clipping
1:18:52is going to be the way of the future for
1:18:55those who are worth clipping.
1:18:57>> Uh less about clipping. So I don't think
1:19:00this is public. Maybe they already had
1:19:01this before. So it's clipping or UGC.
1:19:04>> Do you know what I'm saying? So, you can
1:19:05do a UGC $1 million campaign uh for
1:19:08Apple AirPods that translate. Would you
1:19:10guys attack something like that?
1:19:13>> Say it one more time. Would we do a UGC
1:19:15campaign?
1:19:16>> So, like if had $10 million budget,
1:19:18Apple, uh would you guys do that one?
1:19:21Because if you're just getting paid off
1:19:22the views anyway, like what would keep
1:19:24you from doing that?
1:19:25>> Yeah, that one would make sense for us
1:19:26because we know that we can get the
1:19:28views and so we can get a decent amount
1:19:29of that buy.
1:19:30>> Okay. I should I should have clarified
1:19:31that they're doing UGC now, which is
1:19:33like cuz what I was thinking is imagine
1:19:36all these UGC creators having the
1:19:38opportunity to promote for these big
1:19:40brands and the brands get the guaranteed
1:19:42views, you know. Um it's a lot bigger
1:19:45than clipping when it becomes UGC
1:19:47campaigns because Tik Tok's all these
1:19:49platforms have been trying to do that
1:19:50for years like uh like the Tik Tok
1:19:52creator marketplace, but none of it
1:19:54really works.
1:19:54>> Yeah.
1:19:55>> But I I think WAP could probably figure
1:19:57it out or the guys that are taking it
1:19:59over. They've done the best so far.
1:20:01>> Shoot. We got to get back on to the high
1:20:03tam ad leaf. My bad that. Um,
1:20:06>> that was something for the rest of the
1:20:07nerds watching.
1:20:09>> That was something that applies to three
1:20:10people.
1:20:11>> Um, did you guys make Raising Canes go
1:20:14viral?
1:20:15>> Yes, several times. And now they don't
1:20:18need a lot of help on their own. They're
1:20:19already a very well-known brand. But
1:20:21when they do have launches or say Post
1:20:24Malone is opening this new restaurant
1:20:27with them in Dallas, they bring in a
1:20:29bunch of influencers. But humbly and
1:20:31excitedly, we were the only influencers
1:20:33that were allowed in the building in
1:20:35advance. Why? Because we're not doing
1:20:38look at me here. I'm at this new event
1:20:40raising canes and Post Malone. Now, that
1:20:42is necessary, too. But they know that we
1:20:44can guarantee them and create content
1:20:46that is going to be more widely seen
1:20:48past just that influencer's audience
1:20:51that we could create a more viral moment
1:20:53where everybody in meme in culture and
1:20:57that would be a more culturally relevant
1:20:58moment of Post Malone has a new
1:21:01restaurant with raising canes in Dallas.
1:21:04And so we went in, we had under 15
1:21:06minutes. We knew what we were going to
1:21:08do. We split up and we knocked out
1:21:10eight, maybe nine videos in 15 minutes
1:21:14and on the fly. But that's where just
1:21:16having years of experience and downloads
1:21:17can allow us to just make viral content
1:21:19kind of on the fly right there. Um, one
1:21:21did probably 11 million and then another
1:21:25one that we did for the Nashville
1:21:26location, I think did upwards of 30
1:21:28million.
1:21:28>> What was the 30 million view video? And
1:21:30did you guys like know which one was
1:21:32going to do well? Did you consider at
1:21:34all like Post Malone and like what he
1:21:37looks like, what he's known for in terms
1:21:39of the content you made or was it just
1:21:41>> No, Post Malone's barely in the video
1:21:43from the Dallas one. I That's where it
1:21:46was on the fly where fireworks are going
1:21:48off and Post is there. You see him
1:21:50barely. So, we had to do some meme
1:21:52reframing to bring it back to the main
1:21:53thing. But, I'm panning across and then
1:21:56we're anchored with a Snapchat overlay
1:21:59that says spotted the perfect woman. So,
1:22:01that's the anchor. We know what we're
1:22:02waiting for in this big crowd of all
1:22:04this stuff's going on. Post is the
1:22:06celebrity and I pan over to a girl, one
1:22:09of our actors, she has her purse stuffed
1:22:11full of chicken tenders. And she's just
1:22:15like not paying attention to any of
1:22:16this. She's pulling and eating the
1:22:17chicken tenders out of her purse, making
1:22:19the chicken fingers, the chicken
1:22:21tenders, the most important thing. We
1:22:24had her as the perfect woman. Yes,
1:22:26>> that one got me. I never would have
1:22:28thought that was an ad in my life.
1:22:30>> Good. That's the whole point. But she
1:22:33was anchored showing that these chicken
1:22:35tenders are the most important thing
1:22:37more so than post alone. But people now
1:22:39understand this is Dallas. This is Post
1:22:41Malone and how good these chicken
1:22:43tenders are. And those were our main
1:22:45deliverables. And that's how you can
1:22:46accomplish it in a well-written format
1:22:48in 6 seconds. You can get all these
1:22:50subliminal messaging points in there.
1:22:52>> So, you signed away your name to a
1:22:54record label. Do you legally own your
1:22:56name?
1:22:57>> Yes. and we'll say record label in
1:22:59quotations because it was essentially
1:23:01just a person who had a lot of money,
1:23:02who believed in me, who invested in me,
1:23:04but it was an extraordinarily predatory
1:23:06contract where I did not own the rights
1:23:08to my name commercially to be able to
1:23:10entertain outside of being in his
1:23:12ecosystem for a life.
1:23:14>> What was the name?
1:23:15>> I don't want to say his name
1:23:16>> or no, your name.
1:23:17>> Like that was legally.
1:23:19>> So it was just Adley. You couldn't be
1:23:21Adley in any entertainment?
1:23:23>> I was mostly going by Adley. My maiden
1:23:25name is Stump. Don't go look it up. Um,
1:23:27but it was yeah, under my name, I wasn't
1:23:30able to use the only leverage that I had
1:23:32at the time coming off of The Voice. And
1:23:35that's when I learned what business
1:23:37really is, which is solving problems for
1:23:40other people because you can't use any
1:23:41leverage and you can't you don't have
1:23:43anything. You're bankrupt. What do you
1:23:45do if you want to make money? You create
1:23:47opportunities. So where somebody needs
1:23:49something and you know how to do
1:23:51something, you either figure out how to
1:23:53make this possible and then you make
1:23:55your whole goal solving their problem.
1:23:57And if you help other people win, you
1:23:59will win by default.
1:24:01>> So when did you get your name back?
1:24:04>> When I filed bankruptcy. Because when I
1:24:06filed bankruptcy, it made that contract
1:24:08null and void because that was
1:24:10essentially debt.
1:24:13And so I got the rights to my name back.
1:24:15I got the rights to my music back.
1:24:17anything that I had written during that
1:24:18time.
1:24:20>> How much money did you lose from that if
1:24:21you don't mind me asking?
1:24:22>> None because I had none. I just had
1:24:25none. I was 22 years old and I really
1:24:27didn't have anything yet. So, um I just
1:24:30had songs that I had written, but I
1:24:32didn't own anything. But I had this
1:24:35contract now that was debt. And so
1:24:38that's why my lawyer was like, "I think
1:24:40you should file bankruptcy. you don't
1:24:41really have much going for you, but
1:24:44you're going to be locked in this thing
1:24:46for a very, very long time. And this is
1:24:48Nashville. Anybody who's ever been in a
1:24:50record label has had to file bankruptcy
1:24:51at some point.
1:24:52>> And it's just because they don't have
1:24:53the rights to their name.
1:24:55>> Not necessarily. That was pertinent to
1:24:57my deal. But, um, yeah, bankruptcy is
1:25:00much more common in the music industry
1:25:02than I knew.
1:25:04>> Yeah. How did filming videos of your
1:25:06chickens in a bathtub change your life?
1:25:09It forced me to be myself. I hate that
1:25:12my back had to be up against the wall
1:25:13for me to be myself. But that's when I
1:25:15had my biggest breakthrough because like
1:25:16many people when they're first starting
1:25:18out trying to get attention online for
1:25:20their business or their personal brand,
1:25:22they start out doing what we were
1:25:23talking about earlier of just copying
1:25:25other people. But if you're copying
1:25:28other people in a way that's inauthentic
1:25:30to you, we can tell. People know that it
1:25:33reads as inauthentic, right? So it's not
1:25:36going to work. I'm not saying reinvent
1:25:38the wheel. I am saying study what works,
1:25:41but you have to do what is authentic to
1:25:43you. And that's coming from somebody who
1:25:44scripts viral videos for a living,
1:25:46right? So, I know that might sound
1:25:48weird, but authenticity will always have
1:25:51an audience. It will. We can feel it. We
1:25:53know the difference now when somebody
1:25:55genuinely loves something and is being
1:25:57authentic to them. And that's when it
1:25:59works. So, I was making videos for a
1:26:01meme company at the time and I was
1:26:04trying to figure out how to do this
1:26:06thing, right? So, I was just copying
1:26:08everybody else and everything was
1:26:09tanking and I had to have a new video
1:26:11turned around by 6:00 a.m. every
1:26:12morning. So, I shot all my footage. I'm
1:26:15exhausted and I go to edit it at 1:00 in
1:26:18the morning and all my footage was
1:26:20corrupt. I've lost everything and I got
1:26:22to have something turned turned in in 5
1:26:24hours. So, I'm crying and I don't know
1:26:26what I'm going to do. And my boyfriend
1:26:27at the time, he goes, "Ad, why don't you
1:26:30just go get those chickens in the
1:26:31backyard and do something with them?
1:26:32They make you happy."
1:26:34I was like, I have no better idea. So,
1:26:37okay. So, we go and I get all my
1:26:39chickens and they had funny names. It
1:26:41was Chick Norris, Ellen Deheneris, Oprah
1:26:44Henfrey, Chakira Shakira. They look
1:26:46alike, you know. So, I just got all my
1:26:48chickens and I put them in a bathtub and
1:26:50we just improvd this bit where he walks
1:26:52in on me and goes, "What are you doing?"
1:26:54And I was curling Bruce Henner's hair.
1:26:57Thought it was a hen, turned out to be a
1:26:58rooster. So, I'm curling Bruce Henter's
1:27:00hair and then I reveal in the bathtub. I
1:27:03had all my chickens in the bathtub.
1:27:05Really silly bit. I'll send it to you.
1:27:07But that video I turned into the meme
1:27:10company. They didn't care for it too
1:27:11much, but I thought it was funny because
1:27:13I love those chickens and it was funny
1:27:15to me. So, I just posted it on my
1:27:17Facebook page at the time. And that
1:27:19video did 19 million views overnight and
1:27:22grew me over a 100,000 followers in 24
1:27:25hours.
1:27:27And that is when I realized that I
1:27:30should be myself. I shouldn't be doing
1:27:33what all of these other people were
1:27:35doing. There were funny, weird people
1:27:37out there that were chicken ladies just
1:27:39like me and thought my chickens were
1:27:41funny and that loved country living and
1:27:44resonated with my goofy personality and
1:27:46this couple's humor of me doing these
1:27:49silly things with my chickens. And so I
1:27:52realized that there were my people out
1:27:54there like that. They wanted more
1:27:55content like that. So, I kept the foot
1:27:56on the gas and just kept making videos
1:27:58like that that were really authentic to
1:28:00me. I started showing more of my life
1:28:02and doing skits with my chickens and
1:28:04Chick Norris and Bruce Henner and the
1:28:06whole crew, right? And that's what
1:28:09worked. So, authenticity for me was
1:28:12learned the hard way, but it was the
1:28:14biggest gift I'd ever been given because
1:28:16that is my northstar always. And now I
1:28:19know how it feels to create from a place
1:28:21that is authentic. Even if it's silly,
1:28:23even if it's gimmicky. I'm a very silly
1:28:25person. But I never would have found
1:28:26that if I hadn't been trying, if I
1:28:29hadn't been out there getting my reps
1:28:30in, seeing what felt authentic and what
1:28:32didn't. I had enough reps in to then
1:28:34know the difference. And I think that's
1:28:36the piece a lot of people miss. They
1:28:38spend time trying to figure out what's
1:28:40going to work exactly. And we have no
1:28:42idea. And you don't either until you
1:28:44just start trying and see how it feels,
1:28:47right? And see what works. And the only
1:28:50way people go viral consistently is once
1:28:52they have so many reps in that they just
1:28:54have pockets of content that they could
1:28:56do. But you talk about authentic uh
1:29:00content creation, but some a thought I
1:29:03had last night was that your personality
1:29:08is almost a bad niche. Uh, like still
1:29:12you should be authentic in your content,
1:29:14but having your personality as the niche
1:29:17isn't great long term because you could
1:29:19get a million followers in 2020 for your
1:29:21personality and then in 2024 people
1:29:24don't care about your personality. Those
1:29:25followers aren't on the platform. Uh,
1:29:27and the videos are still getting served
1:29:29for just your personality and your
1:29:31personality's changed. Do you kind of
1:29:32know what I'm saying here? And do you ag
1:29:34like how do you think about because
1:29:36something you've said in the past is you
1:29:38don't want the people you work with to
1:29:39be influencers because they can't work
1:29:42for brands. You want them to be like
1:29:43creators that are authentic that make
1:29:46like viral type content. Like how do you
1:29:48think about this personality thing?
1:29:49>> That was when we were running a
1:29:50different business model to where if
1:29:52you're just an actor making viral videos
1:29:55as a job, we don't want you to be an
1:29:57influencer because we may need you to be
1:29:58an Amazon delivery driver in one video,
1:30:00pregnant in the next, evicted in the
1:30:01next. But for the future of the masses,
1:30:04like the macroeconomy here, influence
1:30:07trumps all of that. I think personal
1:30:10brand is going to be more valuable than
1:30:11Bitcoin by 2030 because Bitcoin may
1:30:14100x, but your personal brand can 1,000x
1:30:17your income, your influence, and your
1:30:20impact in the world.
1:30:21>> Do you think personality is ever a good
1:30:24niche, though? Because there are some
1:30:25creators who don't really do anything
1:30:28and it's just about their personality
1:30:30and them talking and telling stories.
1:30:32>> I think that can be great. Look at
1:30:33Tabitha Brown. Um she's an amazing
1:30:36creator and we love her personality. Not
1:30:39because she's like silly, goofy, she's
1:30:41trustworthy. She makes us feel calm. She
1:30:44makes us feel safe. She makes us feel
1:30:47like she's a mama bear. That's her
1:30:48personality. Now that's transferable
1:30:51because she could be promoting this
1:30:52thing. She could just be loving on us.
1:30:54She could go sell us a towel if she
1:30:56wanted to because I trust her. So, I
1:30:59think your personality
1:31:01can evolve the same way your audience is
1:31:04going to evolve. I think people get in a
1:31:06trap when they just do the same thing
1:31:09every six months and they're not growing
1:31:10at all because I'll come across that
1:31:11person's page or another video of
1:31:13theirs. I'm like, I've seen this before.
1:31:14They do they've done the same thing for
1:31:16the last six months and I'm kind of over
1:31:17it. I loved it in the beginning, but if
1:31:19they don't keep evolving with their
1:31:21personality or with their trait or what
1:31:23their offering to us is, what their
1:31:26value prop is, we're going to get bored
1:31:28anyway.
1:31:29>> That's another gem I'd heard from you
1:31:31before uh that no one talks about is you
1:31:34have to make content that doesn't look
1:31:36like your other content so people don't
1:31:38like get uh jaded by it. You know what
1:31:40I'm saying?
1:31:41>> Yeah. Like even when I make stories, I
1:31:43try to think of I want this story to be
1:31:46entertaining. So people are like, "Oh,
1:31:48Ad has a new story up." And I always
1:31:49know I'm going to be entertained by it.
1:31:50And I don't know if this is right or
1:31:52weird. It's just a personal preference.
1:31:54I never just post one thing to my story.
1:31:56I want it to be a story. I want it to
1:31:58have a beginning, a middle, and end, an
1:32:00emotional arc. And I don't always adhere
1:32:03to that, but I want that to be on brand
1:32:06for me is I'm always entertained by her
1:32:09or I'm always uplifted or she always
1:32:11makes me laugh or I trust her, right?
1:32:14Right? And that is the one thing that I
1:32:15won't sacrifice. Even when we were
1:32:17baiting people into watching these
1:32:18videos, we were honest about that. You
1:32:21know, people knew what to expect. And
1:32:23then now they've grown with me as we
1:32:25move from entertainer to the masses to
1:32:29now we use our powers for good. And we
1:32:31teach businesses and brands how to get
1:32:32anybody to watch anything. And we
1:32:34critique their videos and show them this
1:32:36skill that they could not go learn and
1:32:38don't have the time to, frankly. you
1:32:40know, and so how can we compress as
1:32:42marketers people's years and years and
1:32:44years of figuring this out and then just
1:32:47tell them what to do in 30 seconds and
1:32:48they get their first 15 million view
1:32:50video. That's the thrill for me.
1:32:53>> So, what's the practical action here?
1:32:56Because I'm someone who has a format,
1:32:58right? It's a podcast clip. I ask a
1:33:00question and usually the variables are
1:33:03show Adley's face for first or show
1:33:06Jack's face first. Um, something I do is
1:33:09we use a different set pretty much every
1:33:11single time or different colors at least
1:33:13just so it looks a little different. Uh,
1:33:16but do you think like do you have a rule
1:33:18of thumb for that? Like these people
1:33:20that make talking head content, podcast
1:33:22content for what they should be
1:33:24switching up, how often they should be
1:33:25switching it up, what do you think about
1:33:27>> what you just did with this
1:33:30>> is great. You make experts. People are
1:33:33over experts, right? We're over it. If
1:33:36anybody can sit here and say this stuff,
1:33:37they could have looked it up on chat GPT
1:33:3915 minutes before the interview. You
1:33:41make people show their expertise, right?
1:33:44I think that I haven't seen anybody do.
1:33:46It's perfect for clips. It's unique and
1:33:49you put make people put their skill
1:33:51where their mouth is on the spot kind
1:33:54of. I think this was great. And we a
1:33:58creator of ours was advising on a very
1:34:00big podcast, a very well-known late
1:34:02night legend type of guy. and she let
1:34:05him do this whole thing and then
1:34:07specifically just went in and made
1:34:09clips. Not dissimilar to maybe how Sean
1:34:11Kelly just does it and he thinks in
1:34:12clips. I think thinking in clips when
1:34:14that is the widest top of funnel is
1:34:16really good. Uh but I haven't seen
1:34:18anybody do what we just did here today.
1:34:20>> I will say I took it from uh not that
1:34:23exact thing. I've I I I've seen people
1:34:26use props before to demonstrate a point.
1:34:29Yes. you know, um, and it's the number
1:34:32one podcast that does that. And I'm
1:34:34like, I don't understand why he does
1:34:36that because it doesn't make me care
1:34:38more, but I kind of get what you're
1:34:39saying. It puts people puts the guest
1:34:41that people are used to seeing in a
1:34:43different state, a different scenario.
1:34:45>> And it just uses metaphor to demonstrate
1:34:47a point. So, if we can, when we're
1:34:49designing viral videos too, we're trying
1:34:51to appeal to as many senses as possible.
1:34:54Can I understand it? Does it speak to me
1:34:55visually, auditorially? Do I smell?
1:34:59Obviously, we can't do but you can
1:35:01demonstrate smell with like or
1:35:04right. So, how many senses can come
1:35:07across in this video? So, I just have
1:35:08more touch points to feel the thing that
1:35:10you're talking about. So, if you haven't
1:35:12realized, social media is one of the
1:35:14best ways to make more money online
1:35:16right now. Like, you build a loyal
1:35:18audience that buys whatever you're
1:35:19selling. And when it comes to going
1:35:21viral or helping other creators blow up
1:35:23on social media, Adley is statistically
1:35:26the best in the game. But if you want to
1:35:28work with her and start dominating the
1:35:30algorithm, growing a loyal fan base, or
1:35:32just making more revenue from the
1:35:33platforms, just go to the second link in
1:35:35the description or scan the QR code on
1:35:37screen. Adley is one of the few people
1:35:39in the space who can say she generated a
1:35:41billion views a month for 5 years
1:35:43straight. So, in my opinion, working
1:35:45with her and being mentored by her is a
1:35:48no-brainer. So, if you guys are
1:35:49interested, just go to
1:35:50jackneil.com/adley.
1:35:52But anyway, guys, back to the podcast.
1:35:55Yeah, I look back at some of my viral
1:35:57clips and it's weird little things like
1:36:00I smile at the beginning of it when I
1:36:02ask the question. It's like that just
1:36:04triggers a tiny emotion in people that
1:36:06broadens the scale of it.
1:36:07>> Yeah. Where your eyes are you looking at
1:36:09me? Are you looking at the camera? Are
1:36:11you intense direct but just looking here
1:36:13versus did you go here and then here in
1:36:15the middle of the question? All those
1:36:17little things I think make a huge
1:36:18difference.
1:36:19>> How do you think about your outfits?
1:36:20Because I think you're a good person to
1:36:22ask about this.
1:36:23>> Thank you. I think not enough. I would
1:36:25Steve Jobs it every day of my life if I
1:36:28could. And I'm not even doing what we
1:36:30preach in a viral video sense, which is
1:36:32tight and bright. Not in a hoy way, but
1:36:35bright pops more on camera. If I was
1:36:37wearing a bright red top, that would
1:36:39stop the scroll more than what I'm
1:36:40wearing right now. So, I'm not taking my
1:36:42own advice. But we would say tighter and
1:36:46brighter just because that does
1:36:47naturally catch the eye more than
1:36:49something else. You're the only person
1:36:52I've heard talk about this besides
1:36:53myself. Like I think people should
1:36:54figure out their color profile. It's
1:36:56like you and I are both blonde hair,
1:36:59fair skinned people. So theoretically
1:37:02red, blue, and then like uh emerald
1:37:06green specifically would be like our
1:37:07best colors. And then black and white.
1:37:09And then it's kind of different. You're
1:37:11writing this.
1:37:12>> This is good, Jack. What else should I
1:37:13be wearing?
1:37:15I I usually wear black uh because
1:37:19>> it's just the most versatile and it
1:37:20seems like that's what every single one
1:37:21of my guests wears. They always wear
1:37:23black. It's just a common theme. Um
1:37:25>> but yeah, I think if you figure out your
1:37:27colors, figure out what makes you look
1:37:28the best, figure out what pops. Uh do
1:37:30you ever like
1:37:32>> What other rules of thumbs thumb do you
1:37:34have about this? Because you're wearing
1:37:35a hat right now. That's I don't think
1:37:38anyone's worn a hat on the podcast. Um
1:37:40>> what?
1:37:41>> Yeah. One girl wore like a trucker hat
1:37:43and
1:37:44>> interesting.
1:37:44>> Yeah,
1:37:45>> I wear a hat. You know what's cool is I
1:37:48started wearing hats and before that it
1:37:50was bandanas during like voice era and
1:37:52stuff strictly out of insecurity, not
1:37:55knowing how to do my hair. I still
1:37:57don't. I just know how to do this part
1:38:00kind of. But my bangs are bad. They're
1:38:02damaged. And so I started wearing a hat
1:38:05out of insecurity. But my insecurity has
1:38:07now become part of my brand. It has
1:38:10become like a superpower. I am spotted
1:38:12everywhere I go when I have a hat on
1:38:14where I am more incognito when I'm not.
1:38:16If people do recognize me, they're like,
1:38:17"Where's your hat?" What started as a
1:38:20big insecurity from now for me has now
1:38:21become a part of my brand. And I think
1:38:23it's so funny. Wardrobe bias is a thing.
1:38:25Location bias is a thing. I know certain
1:38:27people who always sing in their kitchen
1:38:29and that location is a thing. So even if
1:38:30they weren't on screen, I'd be like, I
1:38:31know that kitchen. The more familiar
1:38:34things you can get people to latch on
1:38:36to, the more we love that. It's a
1:38:38comfort. Familiarity is comfort. And so
1:38:41I think familiar in location or wardrobe
1:38:45or bit or gimmick, you know, like a
1:38:47simple repeatable scalable thing. Oh,
1:38:49he's the guy who always does this. She's
1:38:51the girl who does this in the streets
1:38:52and ask him this question. We need that
1:38:54familiar thing to grab onto.
1:38:56>> Do you ever manufacture comment
1:38:57sections?
1:38:59>> That's all we do is manufacture.
1:39:01>> Not plan them, but do you have people
1:39:03comment things when the videos? Have you
1:39:05ever played with that?
1:39:06>> 10,000%. We do it for um one of our
1:39:09clients is Andy Forcella with with first
1:39:11form. So if we make a viral video that
1:39:13first form is present in I'll either put
1:39:16it if not in the meme border in a top
1:39:19comment and then they can pin it or
1:39:22whatever that's like oh that's a first
1:39:23form quality guy right there like he
1:39:25represents their values. Like I'll just
1:39:27bait that comment so people are it makes
1:39:29the brand it drives home that messaging.
1:39:32So if they were not we don't want it to
1:39:34we don't want the content to look like
1:39:36an ad. So, we will make a comment
1:39:38section, bring it back to be about the
1:39:40protein or the product or the energy
1:39:42drink, whatever we want to say. The
1:39:44comment section can do the work for us
1:39:46if we preframe the audience by what
1:39:48these top comments are or what the
1:39:49caption is.
1:39:50>> Something we talk about a lot is like
1:39:52the first hour of your comment section
1:39:54determines the sentiment. Like if the
1:39:56video blows up, uh something I did
1:39:59unintentionally was I posted a video of
1:40:01guests saying good question. uh just
1:40:04back to backtoback really viral people
1:40:06and then people started commenting on my
1:40:08other post. Wow, that guy asks good
1:40:11questions. Wow, that guy asked good
1:40:12question. So influence culture. Um
1:40:15>> your caption was good question.
1:40:16>> No, no, no. So it was a video
1:40:18compilation of different guests saying
1:40:20good question or that's a good question
1:40:22or that's a really great great question,
1:40:23Jack. Uh, and then at the end it was
1:40:26like the Jack Neil podcast where we uh
1:40:28asked pretty good questions and then
1:40:31people commented like love this video
1:40:33and then my next videos is like gosh
1:40:35this guy asked good questions. He always
1:40:36ask good questions and it's kind of
1:40:38changed the sentiment. So now I was like
1:40:41how do I get people to comment that I do
1:40:43good research, you know? So, I'm like,
1:40:45>> "This is great
1:40:47>> because you have to uh because I'm
1:40:49trying to appeal to people like what I
1:40:51want people to think about me as a
1:40:53podcaster is this guy asks good
1:40:55questions, he has good guests, and he
1:40:57does good research." Like those are
1:40:58pretty much the main buckets. So, it's
1:41:00like how do you create that sentiment?
1:41:02Um, I don't know. But
1:41:04>> that's a great reminder. I'm going to
1:41:06That's I learned a lot from you today,
1:41:08but that's that's a that's a master
1:41:09class right there. How do you use AI to
1:41:11make viral videos?
1:41:13>> Right now,
1:41:15what I'm doing and what we're training
1:41:17AI to do is study our catalog of viral
1:41:19videos to build a sticky score, a
1:41:25virality score that can grade content.
1:41:27Because if we can grade it and we can
1:41:29boil it all down to universal truths of
1:41:33content by studying mass quantities in
1:41:36multiple industries and niches, we're
1:41:39going to have a hell of an R&D
1:41:40department, a hell of a development
1:41:42department, and a hell of an execution
1:41:43department when it comes to serving
1:41:45people with viralish. So right now we're
1:41:48building banks of information which is
1:41:51psychology which that if we can then
1:41:53translate those ones and zeros to
1:41:57generative AI to scripting we're going
1:42:00to be able to scale the ability of how
1:42:03many people we can help and serve in a
1:42:06day making the internet's most viral
1:42:09content.
1:42:10>> I really like that. I would buy that as
1:42:12a customer to uh do that for my content
1:42:16like as a done for you service like
1:42:17personally.
1:42:18>> It will be live and ready in 60 days and
1:42:20I will send you the link.
1:42:22>> Perfect. But like chat GBT has too much
1:42:24context. So if you if I gave it 10 of
1:42:28Adley's scripts and like say some had
1:42:312,000 views, some had millions of views,
1:42:33it wouldn't really know which one went
1:42:35viral. it might have an okay idea, but
1:42:37if you trained it only on Adly content,
1:42:40I think it would likely have a better
1:42:41idea. Is that your kind of thesis on it?
1:42:43>> That's one of the applications, but the
1:42:45software that we're building is going to
1:42:47replace a $60,000 a year creative
1:42:50director, it's going to replace the
1:42:52three interns that that person would run
1:42:54or three other departments to where
1:42:56right now, what's the natural human
1:42:58behavior if you have an intern or
1:42:59anybody helping you with social content
1:43:01is I see a link I'm inspired by. I grab
1:43:03that link and I text it to them. I'm
1:43:04like, "Hey, we should do this." Or I DM
1:43:07it to him. Hey, we should do this. If
1:43:08you loop I don't want to say the name of
1:43:10it yet. If you loop our software in with
1:43:12that, it will within 20 seconds scrape
1:43:15that video, the script, break out each
1:43:17frame, frame by frame, run it against
1:43:20our R&D of what performs and makes viral
1:43:23videos. Understand why that worked.
1:43:25Rewrite it in the next 50 seconds
1:43:28against your goals, top of funnel,
1:43:29middleunnel, bottom of the funnel
1:43:31ratios, your conversion, your product,
1:43:32and your authenticity. because it also
1:43:35knows your best performing posts and
1:43:36reingests what you're doing every week.
1:43:39So, it not only spits out here's how you
1:43:41would do this video, here's what this
1:43:42plumber did to go viral, here's how you
1:43:44would do it as a holistic trauma
1:43:45educator based on principles. Then, it
1:43:48will put it on your weekly slate, your
1:43:51calendar. It will have a props list for
1:43:52you. It will have frame by frame shot
1:43:56list, not shoot it like this. It will
1:43:59show you an AI rendering of exactly how
1:44:00to shoot it because
1:44:01>> but it analyzes the original frames.
1:44:03Yes, correct.
1:44:04>> Yes.
1:44:04>> Okay. Because that's something a lot of
1:44:05these tools don't do is consider the
1:44:07visuals. They just consider the script
1:44:09>> and that is their biggest mistake
1:44:11>> because so much gets lost in translation
1:44:12from just a script. And when we are
1:44:15coaching people at Viralish, half of
1:44:17it's like I wanted you to film here and
1:44:20then move in and I wanted you to be at
1:44:22this angle, not whatever angle you were
1:44:24at, right? And so now if coaching on
1:44:28that execution is 50% of the battle. So,
1:44:30if we can AI render exactly our
1:44:32frameworks for how to film something
1:44:34viral, you're going to get it right 90%
1:44:37of the time. We're going to get you 90%
1:44:39of the way there. And we're going to
1:44:40have a fully here's what you're shooting
1:44:42this week thing. If you had an outlier
1:44:45last week that was a 12x outlier as a
1:44:47real, we go into your camera roll if you
1:44:50give us permission to and we make a
1:44:51carousel version for you. And every week
1:44:54you're saying yes, no, yes, no. If you
1:44:56say no to a piece of content, we suggest
1:44:58with scripts and shot list, why did you
1:45:01say no? So, it's an amazing employee for
1:45:03you that never gets sick and only gets
1:45:05smarter. And also, no, say you're
1:45:07inspired by Jack Neil. If Jack Neil had
1:45:10an outlier that week, here's how we take
1:45:12it and put it in your industry and make
1:45:13it related to you. It's all studying
1:45:15psychology and frameworks. And that is
1:45:18what makes it so powerful. And this is
1:45:19going off billions and billions of data
1:45:22points of the internet's most viral
1:45:23content over the last 5 years. So, it's
1:45:26not just past viral videos. It's got
1:45:29enough data to be do predictive
1:45:31performance and is studying enough and
1:45:33ingesting enough viral content from
1:45:34across all of the different industries
1:45:36that I'm training on in all of my
1:45:37coaching and frameworks to R&D on how
1:45:40you can be the number one name and brand
1:45:41in your niche.
1:45:42>> I'm excited about it because I haven't
1:45:44seen anything that's produced viral
1:45:46content for me yet. It's usually like it
1:45:48produces 10 ideas and I pick one and
1:45:52that one does well, but it's like not
1:45:54all 10 not trained on as much frameworks
1:45:57and proof as we've got, right? They're
1:45:59not trained on that. I was sending more
1:46:00frameworks and critiquing frameworks
1:46:01again for it this morning and will
1:46:03continue to do so. But now it is very
1:46:05good. If I see a video, I can rank it in
1:46:08my mind of how well I think this would
1:46:11do within couple millions and then the
1:46:13software and I I don't it's blind,
1:46:16double blind in some cases and we are
1:46:18right on. Would you say you're more of a
1:46:21creative person or more of a like data
1:46:24driven
1:46:25>> action taker?
1:46:27>> Not I'm not data driven. I'm not good at
1:46:30looking at large pools of data unless
1:46:32it's very obvious and making decisions.
1:46:34I go creative first and then use data to
1:46:37back up or pivot my ideas. So definitely
1:46:41creative first. I'm very bad with
1:46:43systems and processes, which is why we
1:46:45took all of our creativity and boiled it
1:46:47down into a formula that makes us viral
1:46:50seven out of 10 times. Seven out of 10
1:46:52times, I know I'm getting at least a
1:46:53million views on our video. So, it's not
1:46:55perfect every time, but I would take
1:46:57that batting average all day long.
1:46:59>> How can you unlock your creative
1:47:01potential? Like, how can someone become
1:47:03more creative?
1:47:04>> Oh, you study it. Just like anything, if
1:47:08you want to be good at fitness, you have
1:47:10to start by doing it. You don't get
1:47:12creative just in your head. You have to
1:47:14get your hands dirty. You have to go to
1:47:16the gym, right? You have to get your
1:47:17reps in if you want to have an identity
1:47:19shift. It comes through action. So, if
1:47:22you want something, first act as if you
1:47:24are a creative person. CS Lewis said
1:47:26this once and he said, "If you want to
1:47:27love something, you act as if you love
1:47:30something and eventually you'll find you
1:47:31presently come to love it." So, if I act
1:47:34as if I'm a creative person, how would a
1:47:36creative person do this? What would they
1:47:38watch? What would they consume? How
1:47:40would they enjoy this? How would they
1:47:42dissect this? So I start embodying it
1:47:44and I start becoming a student of it.
1:47:46And what you focus on magnifies, right?
1:47:49And if I start to look for creativity
1:47:51and everything and become a student of
1:47:53it, I'm going to get better at it. But
1:47:56it is definitely something that you can
1:47:58train. My husband was a as creative as a
1:48:00rock when we started making videos. Now
1:48:03he is incredibly creative, but he also
1:48:06uses his creativity backed by this data.
1:48:10So you have a container. Creativity gets
1:48:11really stressful for people when they
1:48:13think, "Oh, there's all these crazy
1:48:15things I got to do out here." No. If you
1:48:17have a container like a viral video
1:48:19formula, then your creativity goes in
1:48:21this container which optimizes your
1:48:24creativity to spit out genius or in our
1:48:26case viral videos. On the other side of
1:48:28it,
1:48:28>> if you had to film a podcast,
1:48:31uh, what are like the variables you
1:48:33would think about to make it creatively
1:48:36interesting visually? Like where would
1:48:38you film it? How would you think about
1:48:39these things?
1:48:41>> So, if I wanted to make a viral podcast,
1:48:44>> I guess it just if if Adley had a
1:48:46podcast, where would you film it to be
1:48:48unique and stand out?
1:48:51>> In a sauna. And I would do a burning
1:48:54questions type of thing. So, first, if
1:48:57you want to make something like viral,
1:48:59right, you going to put your efforts
1:49:00towards something you want to make sure
1:49:01it hits. Here's what you do. You take
1:49:03your creativity that can be learned in
1:49:06the frameworks we've talked about. And
1:49:07you take a format that you know works.
1:49:10You know how to make a viral podcast.
1:49:12You research how to make a viral
1:49:14podcast. Here's these pillars that make
1:49:15podcast work really well. Then you put
1:49:18your creativity into that container. For
1:49:20example, if I'm going to start a
1:49:21podcast, I would want an interesting
1:49:23location. The and so maybe I do it in a
1:49:26sauna. And the questions get harder as
1:49:30the sauna gets hotter. I need to raise
1:49:33the stakes, right? That's step four of
1:49:35our billion view formula.
1:49:36>> Have you already done this?
1:49:37>> No.
1:49:38>> Okay. It's similar to hot ones. That's
1:49:41why it's good. I'm just wondering where
1:49:43you came up with sauna
1:49:44>> proven formats of what works, right?
1:49:46>> Have you done videos like in saunas that
1:49:48did well in the past?
1:49:49one, but say you're wearing Hannes
1:49:52t-shirts. You want to make money from
1:49:53this thing, right? So, I would put like
1:49:5520 Hannes t-shirts on or some clothing
1:49:59company and I if I answered this burning
1:50:01question, I get to take one off.
1:50:04>> So, you are anchored knowing I want to
1:50:06get through all these shirts. I want to
1:50:07take all of my clothes off even though
1:50:09no one's getting naked on a podcast, but
1:50:11now I have a suspense anchor. So once
1:50:14you know the formats that make something
1:50:16viral, whether it's a podcast or a
1:50:18video, you marry the formats with a
1:50:21creative with creative on top of it, you
1:50:24know, and so that's how I would do that.
1:50:26I would think of how to raise the
1:50:27stakes, how to have an interesting
1:50:29location in an interesting format that
1:50:31creates a world around whatever product
1:50:33I'm trying to sell. In this case, Hannes
1:50:35t-shirts is baked into the entire
1:50:37concept. So people don't suffer from
1:50:40pitch fatigue. It's baked into the world
1:50:42the same way Hot Ones is. You learn
1:50:44those Buffalo sauce flavors by default
1:50:47just by going through the podcast and it
1:50:50doesn't seem weird or gimmicky or salesy
1:50:51at all. It's baked into the world of
1:50:54your podcast.
1:50:55>> So, did you take the concept of well,
1:50:58Hot Ones is an interview channel and
1:50:59their gimmick is the wings gradually get
1:51:02hotter. What else gradually gets hotter?
1:51:04Sauna. Is that what you thought of when
1:51:05you thought about this?
1:51:06>> Exactly. It's just like we do with the
1:51:08unboxing and the cops. you know, it's
1:51:09marrying these formats. So, you actually
1:51:11don't have to be that creative. You just
1:51:13have to be a good student.
1:51:14>> Two more questions for you, but first I
1:51:16just have to ask you about the very like
1:51:18the most popular format on Tik Tok,
1:51:20which is just viral dances. And
1:51:22>> she's using props and curiosity gap. Why
1:51:26does she have a cake? I don't know if
1:51:28that's part of the trend, but why does
1:51:29she have a cake? Then she shows how
1:51:31she's going to interact with that. We
1:51:32don't know why we have a 50 on the cake.
1:51:35As if she stole this from an old person.
1:51:38No offense to anyone who's over 50, but
1:51:41she also looks super cute. It's still a
1:51:43very sexual song. It's a trend, so
1:51:45there's familiarity there with the
1:51:48fridge, but she added this whole other
1:51:49prop which raises the stakes and raises
1:51:51the curiosity gap in our mind and then
1:51:53uses it to add to the sexuality. And I
1:51:55think she stole the cake from an old
1:51:57person and is licking it and then she's
1:52:00going to go give it to him.
1:52:01>> What prop would you do?
1:52:03I'd have tampons in the fridge probably
1:52:06only because it's a funny tried and true
1:52:08thing. Try it. If you've ever seen a
1:52:10video with tampons in the fridge, you
1:52:12can see where people
1:52:12>> That's going to be one of my props for
1:52:13you.
1:52:15>> I saw it at the hotel. I was like, "Are
1:52:16tampons and condoms like too much for
1:52:18this podcast?" I think it'd be fun, but
1:52:21>> but it starts people commenting. So,
1:52:23even though you're doing the familiar
1:52:25trend thing, if you have something as
1:52:27commonplace as tampons, but in a
1:52:29controversial or interesting location,
1:52:32>> people will start entire comment threads
1:52:34about that. Like, should we be
1:52:35refrigerating our tampons? Is that
1:52:37something we should be doing? And then
1:52:38other people be like, "Absolutely. I've
1:52:40always done that with mine." And you're
1:52:42like, "Wow, where is this comment
1:52:43section gone?" But we would do that's
1:52:46step five of our billion before which is
1:52:48tactics to get people engaged who would
1:52:50normally never engage on your content is
1:52:53doing little subtle things like that.
1:52:55Well, Adley, this has been fantastic uh
1:52:58hearing how your mind works on all these
1:53:00things because the type of content you
1:53:02create is very niche in that there are a
1:53:06lot of creators in America that only
1:53:09make content for American creators, but
1:53:10you're somehow able to go so viral that
1:53:13it hits everyone and your main platform
1:53:16like is vertical and short form. So,
1:53:19you're kind of like the female Mr. Beast
1:53:21in a way. I'm sure you've been called
1:53:22that a couple times. I don't know if I
1:53:23deserve it, but I have been called that
1:53:25a lot.
1:53:25>> To go off that, well, one, is there a
1:53:27bigger c female creator than you? Like,
1:53:30in terms of views,
1:53:31>> data, I don't think so. The difference
1:53:34is we may be more visible, but you don't
1:53:37know that I'm behind most of what I'm
1:53:40behind. And so, it keeps me uh less of a
1:53:45liability. It keeps me able to continue
1:53:48monetizing even if I were to get
1:53:50cancelled because we have a deeper
1:53:52playbook than just me being Adly and and
1:53:55making money, right? And we're able to
1:53:57help other people make money which in
1:53:59turn is good for our company and our
1:54:00business as well. But from a views and
1:54:02data standpoint, we've done a lot of
1:54:04damage over the last five years that so
1:54:06people may have um less views than us
1:54:10but more brand affinity because all of
1:54:12my views don't tie back to Adley. I kind
1:54:14of like it that way.
1:54:16>> I usually ask every guest, who's the
1:54:18most impressive person you've met, but
1:54:21who's the most impressive marketer
1:54:23you've met?
1:54:25>> The most impressive
1:54:27marketer
1:54:29I've met is are the people that are
1:54:31behind the faces to the brand.
1:54:34>> Do you mean there are certain creators
1:54:35that have someone helping them blow up?
1:54:37Is that what you mean?
1:54:38>> Yes.
1:54:40And so does that make the creator good
1:54:42if they have a have a team supporting
1:54:44them? Yes. And like I'm a I'm a good
1:54:47creator and I'm a good marketer, but I'm
1:54:49only one person. I become incredibly
1:54:52more powerful when I have a team
1:54:54supporting me because I have one zone of
1:54:57genius. And if I can pull from five
1:54:59other team members zone of geniuses, now
1:55:02we are a force to be reckoned with.
1:55:05>> And that's why you have teams like Mr.
1:55:07Beast. He can only do so much on his
1:55:08own, but he became so much more powerful
1:55:10when he had those early days of five
1:55:12other YouTubers having a mind share, you
1:55:14know. So,
1:55:16>> he can hire five people to focus like
1:55:19hyperfocus on five different things that
1:55:22come with marketing and then eventually
1:55:23all five of those people are going to be
1:55:24better than him and then he's just kind
1:55:26of the face of it. I kind of know what
1:55:27you're saying about this.
1:55:28>> Yeah. It's like the smartest marketer is
1:55:30the one who is actually not the smartest
1:55:32marketer, but they put the smartest
1:55:35marketers around them. Not even
1:55:37marketers, the other people in their
1:55:38zone of genius to make them look like a
1:55:41fantastic marketer. They hired their
1:55:42weaknesses, which is exactly what I'm
1:55:44working on doing now is let me be what
1:55:46I'm great at. But that's only going to
1:55:49take us so far,
1:55:50>> you know?
1:55:51>> Yeah. How long does it take you to make
1:55:52a video on average? Like back in the day
1:55:54when you were making them consistently?
1:55:57>> Three minutes and one second. I'm
1:55:58kidding kind of because that's how long
1:56:00it was to to be monetized. Some videos
1:56:03we could whip out a phone and make a 100
1:56:06million hitter in 30 seconds. Other
1:56:08times 100 million views on a single
1:56:10video would take us three hours of
1:56:13perfecting it. It definitely depends on
1:56:15the concept. But I will tell you the
1:56:16only constant is the ones that we
1:56:20cared about the least and or did not
1:56:23want to make. It's always the video that
1:56:25you don't want to make that somehow goes
1:56:27the most viral. The one you weren't so
1:56:29emotionally attached to. There's a video
1:56:31that made me $80,000 that I had put in
1:56:34the trash. I was so nervous, unattracted
1:56:38to, thought this video was bad literally
1:56:40just because of the way my hair looked.
1:56:42I had extensions and you could see my
1:56:43tracks and I was insecurity that made me
1:56:46trash that video. My husband, who does
1:56:48not edit, got it back out of my trash,
1:56:50re-edited the video, posted it, and it
1:56:52made us $80,000. I had $80,000 sitting
1:56:54in my trash can. That's bonkers.
1:56:57Strictly because of vanity. I almost
1:56:59lost that money. Never again have I let
1:57:01vanity keep me from posting a video. If
1:57:04you look crazy in a video, that's just
1:57:06going to be better for you. And
1:57:08actually, people can see more of
1:57:09themselves in that imperfection than
1:57:11they can when you make a video with
1:57:13perfect lighting and all your boxes are
1:57:15checked.
1:57:17>> That's really interesting. I I love that
1:57:18story from you. Um I I forgot that the
1:57:21same thing happened to me. I had 20k
1:57:24followers on TikTok. And that was after
1:57:266 months. And I had this video that I
1:57:28made. It was like what every state is
1:57:31best and worst at. And I was like I
1:57:34asked my girlfriend at the time. I was
1:57:35like, "Should I post this? This is like
1:57:36really cringy." Cuz no one made any
1:57:38talking head content on TikTok at the
1:57:40time. Uh and she's like, "Yeah, just
1:57:42post it. What's the worst that could
1:57:43happen?" I was like, "Okay." And then I
1:57:44went to bed. Look in the morning. It's
1:57:46like 500,000 followers gained and like
1:57:4810 million views. And then I have this
1:57:5050-part series ready to go. And I would
1:57:53never have done that cuz no one had done
1:57:54anything like that before. And that's
1:57:55usually why you want to delet it because
1:57:57it's like this feels so
1:57:58>> offc center. Yes. Off-brand. But
1:58:01everything that you want is on the other
1:58:02side of cringe mountain is doing
1:58:04something outside of your comfort zone.
1:58:06If you look silly in a video and you
1:58:08think you do, you have to post it. The
1:58:10video you are most nervous to post is
1:58:12the one that is going to go the most
1:58:14viral. I see it every single week in our
1:58:16community. And so our job as coaches,
1:58:19our job at viral is to coach them, to
1:58:22push them past their comfort zone
1:58:24because staying in their comfort zone is
1:58:25getting them the results that they're
1:58:27currently getting which they're unhappy
1:58:29with. You hire a coach to push you. You
1:58:31hire a trainer to train you. That
1:58:34content is not that is not exclusive of
1:58:36your content. You know, if you want the
1:58:39quickest way to compress time and get
1:58:41you more success from your content is to
1:58:43hire somebody who has what you want.
1:58:45It's the same thing with anything else
1:58:46in life and content is is no different.
1:58:49Hire the person who has what you want,
1:58:51who has the results, and pay them to get
1:58:53you there. That will save you tens of
1:58:55thousands of dollars in the long run.
1:58:57>> I agree with that heavily. Um because
1:59:00most people don't have access to large
1:59:01creators. It's like I still most large
1:59:03creators are still talking with each
1:59:05other to try to share notes and it's
1:59:07hard to get into that circle. So, you
1:59:08can either get famous and then meet them
1:59:11or pay to meet them early and then have
1:59:14access to it for free for the rest of
1:59:15your life. Um,
1:59:17>> what's the most a brand has ever paid
1:59:18you for one video
1:59:21>> upfront? $20,000 for one video. Not that
1:59:25much.
1:59:27>> Really?
1:59:27>> We do a lot on the back end.
1:59:29>> Just to give you a more impressive
1:59:31number if you want to share. What's the
1:59:32most money you've made on Facebook in
1:59:33one month?
1:59:35>> A million dollars.
1:59:39How many views was that?
1:59:40>> And that was just one platform. I know
1:59:42that was probably about 750 million
1:59:44views in Q4
1:59:47>> on Facebook alone, but that was Yeah. A
1:59:50million dollars on Facebook alone. 750
1:59:53million views in Q4.
1:59:55>> Do you repost all your like banger
1:59:58videos in Q4?
1:59:59>> Yes.
2:00:00>> I was thinking about that. I was like
2:00:01that might be the best time to repost.
2:00:03>> Yes, 1000%.
2:00:04>> And do you guys go particularly hard in
2:00:05Q4?
2:00:07Yes, we go hard on content creation. We
2:00:10go hard on reposting and you can because
2:00:12there's more demand for content. There's
2:00:15more supply of ads. So then there's more
2:00:19more content needed. So anybody who's
2:00:21putting content out there, I would put
2:00:23out way more content than you normally
2:00:25do in Q4.
2:00:27>> Would you say it makes double the amount
2:00:28of money as the other quarters or like
2:00:301.5x, something like that?
2:00:32>> Totally depends on the CPM. You know, if
2:00:34we're just talking about monetizing
2:00:36views alone, then it all comes down to
2:00:38CPM. On Tik Tok, you can get a video
2:00:40that does 60 million, 100 million views
2:00:43and get three grand. You know, what are
2:00:46they paying on CPM? What are they paying
2:00:47on RPM versus that same amount of views
2:00:50on Facebook is going to pay you way
2:00:52more?
2:00:53>> I think we've done 500 million views on
2:00:54Instagram in the past year and we made
2:00:58$2.3.
2:01:00>> Oh, it's awful. We're not monetized on
2:01:03Instagram.
2:01:04>> What happens to business owners who
2:01:06don't become content creators?
2:01:08>> They become irrelevant. They become
2:01:09extinct. If you want to be in business
2:01:13in 2025 and beyond, not just in
2:01:15business, but you want a good healthy
2:01:17business, if you want a business that is
2:01:19visible in 2025 and beyond, you have to
2:01:23start acting more like a content creator
2:01:25and less like a company. That is how
2:01:28brands are going to survive. And one of
2:01:29the easiest ways to do this is by making
2:01:32what we call an SRS at Viralish. It is a
2:01:35simple, repeatable, and scalable concept
2:01:38that feels familiar to people. We like
2:01:41what feels familiar. And then you come
2:01:43in with a unique angle on it. Dude Wipes
2:01:46does an amazing job of this with a
2:01:47branded content series. Hot Ones does an
2:01:50amazing job of this with a branded
2:01:51content series. Just kidding TV has a
2:01:54simple, repeatable, scalable thing. Look
2:01:56at all of the creators that you look at
2:01:58most of the creators that you follow.
2:02:00The kind where you can say, "Oh, she's
2:02:01Adly. She makes videos like this. Oh,
2:02:03he's Jack. He has a podcast where he
2:02:05asks really good questions. What are you
2:02:07known for? What is your bit or gimmick,
2:02:10but it doesn't have to be cringey, but
2:02:12it does have to be it just has to be
2:02:14interesting, right? The easiest way for
2:02:16brands to have a breakthrough is to
2:02:18create an SRS that they can become known
2:02:20for that they can do over and over and
2:02:22over again so people don't so they don't
2:02:25have pitch fatigue and they don't have
2:02:26to wake up every day saying what do we
2:02:28make for social media. That is what we
2:02:31help brands do inside of virus is come
2:02:32up with an SRS so that they can cut
2:02:34through social media as quick as
2:02:36possible and in many cases lower their
2:02:38ad spend by at least half. That is what
2:02:41we're seeing from brands who are taking
2:02:42content creation seriously as a major
2:02:45part of their marketing strategy.
2:02:47>> Last question here.
2:02:50What's the best piece of advice you've
2:02:52ever received?
2:02:53>> This the best personal advice I ever
2:02:55received was if you make your life a
2:02:57life of service. You'll never have to
2:03:00wake up lonely, depressed, or anxious
2:03:02another day in your life. Because you
2:03:04think about it and when we're anxious
2:03:06about ourselves or what we should be
2:03:07doing. And anytime I'm depressed or
2:03:09lonely or anxious, I am just thinking
2:03:11about me and my experience in my body or
2:03:14in that room I'm going to be in and I
2:03:17make it all about me. But when I wake up
2:03:19and I think of how can I serve, how can
2:03:21I make somebody else smile today? How
2:03:23can I be of the greatest and highest
2:03:25value? I love that day. And I become
2:03:29more effective that day when I'm not
2:03:32thinking about myself and I'm not
2:03:34depressed and I'm not lonely and I'm not
2:03:35anxious about anything when I make it
2:03:37about other people which is the also the
2:03:40greatest gift in business too is if you
2:03:43just if you don't focus on making your
2:03:45goals about money you don't focus on
2:03:47your quarterly KPIs just for arbitrary
2:03:49reasons and you strictly make your goals
2:03:51focused about how well you're serving
2:03:53your customer and their results. Not how
2:03:55many millions of views I'm getting. How
2:03:56many millions of views are my clients or
2:03:58my customers or the people inside
2:03:59Viralish getting? That is what we make
2:04:02all of our goals around is the customer
2:04:03experience. Because if we take care of
2:04:05that and we get active and we get acts
2:04:08of service right and I wake up with that
2:04:10as my goal, all the money goals take
2:04:12care of themselves. All of them. So
2:04:15actually the best piece of advice I ever
2:04:17received personally turns out to be
2:04:18pretty good business advice as well.
2:04:21So, do you think you take care of
2:04:23yourself first or you take care of
2:04:24others and that takes care of you?
2:04:26>> You put on your own mask first so that
2:04:29you can take care of others first. When
2:04:31I was bankrupt and I had no way to make
2:04:34money, the only way I got money was by
2:04:36solving problems for other people.
2:04:38That's still the only way you and I make
2:04:40money is by solving problems for other
2:04:42people. That's all business is. So every
2:04:44day when I wake up and I treat my life
2:04:46as a life of service, the money comes
2:04:48and it comes abundantly when you aren't
2:04:51thinking about your own goals and your
2:04:53own financial problems or just for
2:04:55arbitrary reasons. If you focus on the
2:04:57outcome that you're producing for
2:04:58people, everything else takes care of
2:05:00itself.
2:05:02>> I think we've talked about that topic a
2:05:04lot on the podcast, but I think you
2:05:05finally are the person that gave an
2:05:08accurate representation of it. It's like
2:05:10you can't pour from a cup that's half
2:05:12empty, but you can pour if the cup pours
2:05:14back into you is really what you're
2:05:16saying. Um like you kind of have to be
2:05:18rewarded for what you're doing for other
2:05:20people because if you just give to
2:05:21someone without anything when you have
2:05:23nothing, it's like that's what the cycle
2:05:25people are calling.
2:05:26>> Exactly. Right.
2:05:27>> Well, everyone uh this has been your
2:05:29guest Adley Kinsman. Uh this is the Jack
2:05:32Neil podcast. Where can people find you?
2:05:36>> Adly a dy on most platforms. It's
2:05:39forwardly on Instagram, on Tik Tok, on
2:05:42YouTube, on Facebook.
2:05:44>> But yeah, this was one of my favorite
2:05:46conversations. Uh,
2:05:48see you guys.
2:05:49>> See you.

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