Social Media ist tot, jetzt zählt Interest Media

0:00Some of you guys may have heard this. And it's a concept of social media is now turning into interest media, okay? So, what does this mean? Let's unpack this for a second. So, if you make content and you judge it by views, I think that's dumb and I'll explain why. If you If I make a If I If I have a grandma in public come and just do a running slap and just slap me across the face, that video will probably get views.

0:32But does it get the grandma views? No. Does it get me any any more people who now believe more in my stuff? No. But what it will do is it will show it to people who are interested in humor, which is a lot of people, right? But those might not be your customers and they probably aren't. So, a assuming you're not an entertainer and you are somebody who's a business person. And if you're if you're in business, whatever business you at, e-commerce, SaaS, services, brick-and-mortar, doesn't matter.

0:58If you sell services to anyone, you're likely going to be an educator, not an entertainer, meaning you're you're you're trying to provide value to people to change their behavior in some way and ideally change their behavior that gets them to walk closer to you and buy stuff, okay? So, what do I mean by social versus interest? If you want to attract the right avatar, make content for that avatar. That sounds so obvious and simple and the thing is that no one does it because here's the writer downer. The content is the targeting.

1:27Like the algorithm is so good now, it knows what you're talking about it. It knows It can It can literally judge your your background. It judges what you're wearing. It judges who you are and will display it to the people that they know have a history of watching content that is similar to that, that people find valuable. And so, if you're making stuff about how to fix pianos because you're a piano repair guy, then you will find people who are trying to fix their pianos, right? Or they're making or maybe they're making a purchasing decision relative to pianos. Maybe they want to see which ones break the least or whatever. But if you're making that type of content, you might be like, "Man, I'm only getting, you know, 1,000 views a video." It's like, "Yeah, but the market of people who are buying pianos might be significantly smaller than the market of people who just want to be entertained or distracted." So, you it's not fair to to compare your views against Mr. Beast.

2:12It doesn't make any sense, right? And so, if I were to think to myself like I have a room of 1,000 people that are going to watch this and all of them are only interested in fixing pianos, that's a hell of an opportunity. And so, we have just like wildly dis like I don't say not track it. We track views, of course, but like I care so much more about IRL responses. So, what do I mean by that? If I make a video and then I get texts from business owners that I like and that I respect being like, "Yo, that was fire." Then I'm like, "Okay, I'm on the right track."

2:43And so, some of you guys, let me know in the comments you guys have seen um a format that we talked about. We call cash cows, but basically it's me, there's a business owner that presents a little bit about their business, and they come to this side and we talk about how to like how to improve their business, right? So, let me know in the comments if you like that style and if you do, let me know if you're a business owner or not, okay? So, uh like I like that style and I'm not a business owner. I like that style and I am a business owner or I don't like that style and I'm a business owner or I don't like that style and I'm not a business owner. Let me know in the chat.

3:13I don't I'm at a delay, so I'm going to just going to guess what the responses are. Um but here's the here's here's here's the reality of it. Whenever people are here in person at our headquarters, right? You were like that style and you're a business owner. Okay, great. Yes. Okay, yes, exactly. So, if if you are a business owner, when I have people who are here in person, IRL, in real life, in Vegas, right? Business owners who fly out.

3:37I ask I say, "What is your favorite type of content?" Dollars to donuts, that's their favorite type of content. And so, I make more of that even though and it would make sense. Like it would make sense that there's fewer of those people, right? Because just think about math. If you've got If you've got the whole population here, let me I'll show you a little graph on this. And you have like you have to do this math for yourself, otherwise you're going to get really frustrated with your content. So, let's say that 100% of people, like this represents 100% Let's just use USA cuz I already know all the numbers for USA, okay? So, let's say this is 100%, all right? You get 100% of people who are interested. Okay. Well, right now only 9% of people even own a business.

4:19Like 9%. So, right off the bat, I'm going to have a huge percentage of people that aren't my ideal audience. Now, of course, I do have people who are business interested and that's why I'm a co-founder of School and we give people, you know, a way to go start a business online in a in in a low-cost way, right? Which you can do, it's nine bucks a month after a 14-day trial. You guys can check it out. There's a bunch of like training and community and all that good stuff. All right, but you can go school.com I think {slash} Hormozi. I think it's below this video. Doesn't matter. Point being, 9% is what I'm competing for, okay? Now, there's That means there's about 32 to 33 million business owners in the US, okay? 32 million. That's That's 100% of all business owners. Now, within that, 95% of that 9% is below $1 million in revenue.

5:1095% So, then then I've got 5% of that 9% that are over a million. Now, if you want to get If you want to get weird with it, what percent do you think is over 10 million? 0.4% 1 in 250 0.4% And then 100 million, nine figures, is I think one in roughly 3,000 depending on like your data source.

5:391 in 3,000 businesses gets to 100 million a year. This big. And so, it would make sense then, right? That that with given these numbers, right? 9% is is 32 million. So, I know 5% of that is only going to be a million and a half people. There's only a million and a half people who are business owners doing over a million based on the math that they that that This is census bureau data. Maybe theirs isn't correct, but that's the math, right? And so, if we're looking at that's the market, then it would make sense that I'm not going to get all 100% of them to watch my video, right? If I got 1 and a half million views and 100% of them were business owners, that'd be insane, right? And so, it would make sense that like if I get 100,000 views on a video that has that's really made for that level of business owner, then I'm crushing it, right? And it doesn't make sense to look at, you know, Mr.

6:24Beast's video with 100 million views and be like, "Oh, man, I suck." It's like, "Dude, we're we're going after We have different We have different games, right?" And so, I'd encourage you um to to create accurate expectations of the size of the market that you're going after and also think about the translation of these numbers into IRL, real life. Because when I started out and I was making YouTube content, like I started zero just like everybody else did. And I remember saying like I was like, "Can you believe like Can you imagine there's going to be a time where we get 10,000 views on a video?" I remember saying this. I was like, "Dude, we're going to get 10,000 views in 24 hours. It's going to be sick."

6:57And and that was because at that time I was getting like 1,000 views in 24 hours, right? But for me I was like, "1,000? Like I worked in real life. I had brick-and-mortar. So, for me to get 1,000 people in a room, I was like, 'My god, I would do lunch and learns with 15 people, right?' So, I got 15 views. I was like, 'Hell yeah. I I mean, I would do this in person and this is just being convenient for them, so it's at home, right?' And so, I bring this up so that you don't judge one the the the number of views. It's way more important have quality views. I have two businesses that I looked at in the last year that were doing over a million dollars a year with less than 5,000 followers.

7:33There's a another business that's a B2B insurance company that that I that I invested in that I don't want to show the numbers, but Okay, I won't show. I'll just say many millions on like 10,000 followers. I'll just leave it there. All right? And so, like you absolutely can make plenty of money with a very small following as long as you make content that's directly valuable for that following.