You're Not Ready for the Next Phase of Social Media — Transcript

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1. 0:00Some of you guys may have heard this.
2. 0:02And it's a concept of
3. 0:05social media
4. 0:08is now turning into interest media.
5. 0:10Okay? So, what does this mean? Let's
6. 0:11unpack this for a second.
7. 0:13So,
8. 0:14if you make content and you judge it by
9. 0:18views, I think that's dumb and I'll
10. 0:19explain why.
11. 0:21If you If I make a If I If I have a
12. 0:24grandma in public come and just do a
13. 0:26running slap and just slap me across the
14. 0:28face, that video will probably get
15. 0:31views.
16. 0:32But does it get the grandma views? No.
17. 0:34Does it get me any any more people who
18. 0:36now believe more in my stuff? No.
19. 0:39But what it will do is it will show it
20. 0:41to people who are interested in humor,
21. 0:42which is a lot of people, right? But
22. 0:44those might not be your customers and
23. 0:45they probably aren't. So,
24. 0:48assuming you're not an entertainer and
25. 0:49you are somebody who's a business
26. 0:51person. And if you're if you're in
27. 0:52business, whatever business you at,
28. 0:53e-commerce, SaaS, services,
29. 0:56brick-and-mortar, doesn't matter.
30. 0:58If you sell services to anyone, you're
31. 1:00likely going to be an educator, not an
32. 1:02entertainer, meaning you're you're
33. 1:03you're trying to provide value to people
34. 1:05to change their behavior in some way and
35. 1:06ideally change their behavior that gets
36. 1:07them to walk closer to you and buy
37. 1:09stuff, okay? So, what do I mean by
38. 1:11social versus interest?
39. 1:13If you want to attract the right avatar,
40. 1:16make content for that avatar. That
41. 1:18sounds so obvious and simple and the
42. 1:20thing is that no one does it because
43. 1:22here's the writer downer.
44. 1:24The content is the targeting.
45. 1:27Like the algorithm is so good now, it
46. 1:29knows what you're talking about it. It
47. 1:30knows It can It can literally judge your
48. 1:32your background. It judges what you're
49. 1:33wearing. It judges who you are and will
50. 1:35display it to the people that they know
51. 1:37have a history of watching content that
52. 1:40is similar to that, that people find
53. 1:42valuable. And so, if you are making
54. 1:43stuff about how to fix pianos because
55. 1:45you're a piano repair guy,
56. 1:47then you will find people who are trying
57. 1:49to fix their pianos, right? Or they're
58. 1:51making or maybe they're making a
59. 1:52purchasing decision
60. 1:54uh relative to pianos. Maybe they want
61. 1:55to see which ones break the least or
62. 1:57whatever. But if you're making that type
63. 1:59of content, you might be like, "Man, I'm
64. 1:59only getting, you know, 1,000 views a
65. 2:01video." It's like, yeah, but the market
66. 2:03of people who are buying pianos might be
67. 2:04significantly smaller than the market of
68. 2:06people who just want to be entertained
69. 2:07or distracted. So, you It's not fair to
70. 2:09to compare your views against Mr.
71. 2:11Beast's. It doesn't make any sense,
72. 2:13right? And so, if I were to think to
73. 2:16myself like, I have a room of 1,000
74. 2:17people that are going to watch this, and
75. 2:19all of them are only interested in
76. 2:20fixing pianos, that's a hell of an
77. 2:22opportunity. And so, we have just like
78. 2:25wildly dis- like uh
79. 2:27I don't want to say not track We track
80. 2:29views, of course, but like
81. 2:31I care so much more about IRL responses.
82. 2:33So, what I mean by that, if I make a
83. 2:35video, and then I get texts from
84. 2:38business owners that I like and that I
85. 2:39respect being like, "Yo, that was fire."
86. 2:41Then, I'm like, "Okay, I'm on the right
87. 2:43track." And so, some of you guys, let me
88. 2:45know in the comments you guys have seen
89. 2:47um a format that we talked about. We
90. 2:48call it cash cows, but basically, it's
91. 2:50me, there's a business owner that
92. 2:52presents a little bit about their
93. 2:52business, and they come to this side,
94. 2:53and we talk about how to like how to
95. 2:55improve their business, right? So, let
96. 2:56me know in the comments if you like that
97. 2:58style. And if you do, let me know if
98. 3:00you're a business owner or not. Okay?
99. 3:02So, uh like I like that style, and I'm
100. 3:04not a business owner. I like that style,
101. 3:06and I am a business owner. Or, I don't
102. 3:07like that style, and I'm a business
103. 3:08owner. Or, I don't like that style, and
104. 3:10I'm not a business owner. Let me know in
105. 3:11the chat.
106. 3:13I don't I'm at a delay, so I'm going to
107. 3:14just going to guess what the responses
108. 3:16are.
109. 3:17Um
110. 3:18but here's the here's here's here's the
111. 3:20reality of it.
112. 3:22Whenever people are here in person at
113. 3:24our headquarters, right? You were like,
114. 3:25"That style and you're a business
115. 3:26owner." Okay, great. Yes. Okay, yes,
116. 3:28exactly.
117. 3:29So, if if you are a business owner when
118. 3:32I have people who are here in person,
119. 3:33IRL, in real life, in Vegas, right?
120. 3:35Business owners who fly out.
121. 3:37I ask, I say, "What is your favorite
122. 3:40type of content?" Dollars to donuts,
123. 3:42that's their favorite type of content.
124. 3:44And so, I make more of that, even though
125. 3:46and it would make sense.
126. 3:48Like, it would make sense that there's
127. 3:49fewer of those people,
128. 3:51right?
129. 3:52Because just think about math. If you've
130. 3:54got uh
131. 3:55if you've got the whole population here,
132. 3:57let me I'll I'll I'll show you a little
133. 3:58graph on this.
134. 3:59And you have to like you have to do this
135. 4:00math for yourself, otherwise you're
136. 4:01going to get really frustrated with your
137. 4:03content. So, let's say that 100% of
138. 4:05people like this represents 100% uh
139. 4:07let's just use USA cuz I already know
140. 4:09all the numbers for USA. Okay? So, let's
141. 4:11say this is 100%, all right? You get
142. 4:13100% of people are interested. Okay.
143. 4:15Well, right now only 9% of people even
144. 4:17own a business.
145. 4:19Like 9%. So, right off the bat I'm going
146. 4:22to have a huge percentage of people that
147. 4:24aren't my ideal audience. Now, of
148. 4:25course, I do have people who are
149. 4:26business interested and that's why I'm a
150. 4:28co-founder of School and we give people,
151. 4:30you know, a way to go uh start a
152. 4:32business online in a in in a low-cost
153. 4:34way, right? Um
154. 4:35which you can do it's nine bucks a month
155. 4:37after a 14-day trial. You can go see and
156. 4:38check it out. There's a bunch of like
157. 4:39training and community and all that good
158. 4:41stuff. All right? But, you can go to
159. 4:42school.com I think
160. 4:45Doesn't matter. Point being,
161. 4:479% is what I'm competing for, okay? Now,
162. 4:51there's that means that there's about 32
163. 4:53to 33 million uh business owners in the
164. 4:55US, okay? 32 million. That's that's 100%
165. 4:58of all business owners. Now,
166. 5:01within that,
167. 5:0395% of that 9%
168. 5:07is below $1 million in revenue.
169. 5:1095%.
170. 5:12So, then then I've got 5% of that 9%
171. 5:16that are over a million.
172. 5:19Now, if you want to get if you want to
173. 5:20get weird with it, what percentage do
174. 5:22you think is over 10 million?
175. 5:250.4%.
176. 5:28One in 250.
177. 5:300.4%.
178. 5:32And then 100 million, nine figures, is I
179. 5:35think one in roughly 3,000 depending on
180. 5:37like your data source.
181. 5:39One in 3,000 businesses gets to 100
182. 5:41million a year.
183. 5:44This big.
184. 5:45And so, it would make sense then, right?
185. 5:47That That we're given these numbers,
186. 5:49right? 9% is is 32 million. So, I know
187. 5:525% of that is going to be a million and
188. 5:54a half people. There's only a million
189. 5:56and a half people who are business
190. 5:57owners doing over a million. Based on
191. 5:58the math that they that that This is
192. 5:59Census Bureau data. Maybe this isn't
193. 6:01correct, but that's the math, right? And
194. 6:03so, if we're looking at that's the
195. 6:04market, then it would make sense that
196. 6:07I'm not going to get all 100% of them to
197. 6:09watch my video, right? If I got 1 and
198. 6:101/2 million views and 100% of them were
199. 6:12business owners, that'd be insane,
200. 6:14right? And so, it would make sense that
201. 6:15like if I get 100,000 views on a video
202. 6:17that has that's really made for that
203. 6:20level business owner, then I'm crushing
204. 6:21it, right? And it doesn't make sense to
205. 6:23look at, you know, Mr. Beast's video
206. 6:24with 100 million views and be like, "Oh,
207. 6:27man, I suck." It's like, "Dude, we're
208. 6:28we're going after We have different We
209. 6:29have different games, right?" And so,
210. 6:31I'd encourage you
211. 6:33um
212. 6:33to to create accurate expectations of
213. 6:36the size of the market that you're going
214. 6:38after. And also, think about the
215. 6:40translation of these numbers into IRL,
216. 6:42real life. Because when I started out
217. 6:44and I was making YouTube content, like I
218. 6:45started at zero, just like everybody
219. 6:46else did. And I remember saying like I
220. 6:48was like, "Can you believe like Can you
221. 6:50imagine there's going to be a time where
222. 6:51you get 10,000 views on a video?" I
223. 6:52remember saying this. I was like, "Dude,
224. 6:54we're going to get 10,000 views in 24
225. 6:55hours. It's going to be sick."
226. 6:57And and that was because at that time, I
227. 6:59was getting like 1,000 views in 24
228. 7:01hours, right? But for me, I was like,
229. 7:03"1,000?" Like I worked in real life. I
230. 7:05had brick and mortar. So, for me to get
231. 7:071,000 people in a room, I was like, "My
232. 7:09god, I would do lunch and learns with 15
233. 7:11people." Right? So, I got 15 views. I
234. 7:13was like, "Hell yeah." I I mean, I would
235. 7:14do this in person and this is just being
236. 7:16convenient for them, so it's at home,
237. 7:18right? And so, I bring this up so that
238. 7:19you don't judge one, the the the number
239. 7:22of views. It's way more important to
240. 7:23have quality of views. I have two
241. 7:25businesses that I looked at in the last
242. 7:26year that were doing over a million
243. 7:28dollars a year with less than 5,000
244. 7:29followers.
245. 7:33There's a another business that's a a
246. 7:34B2B uh insurance company that that I
247. 7:37that I invested in that I don't want to
248. 7:39show the numbers, but
249. 7:42Okay, I won't show I'll just say many
250. 7:43millions on like $10,000. I'll just
251. 7:45leave it there. All right? And so like
252. 7:47you absolutely can make plenty of money
253. 7:49with a very small following as long as
254. 7:51you make content that's directly
255. 7:53valuable for that following.