Was mein Highlights Kanal mich über Views lehrte

0:00Has anyone seen that I started something called a highlights channel on YouTube? Yeah, so that channel is run by one guy and a bunch of AI workflows and we post about 20 times a day there and they're all like I call them mids. So, they're call it more than a short and less than a long. So, we call them mids. So, it could be 4 minutes, it could be 8 minutes, you know, it's just like it's kind of in that range. Sometimes it's longer, but it's they're typically videos that are very valuable to a very small percentage of people. And so, it's like if you happen to be a plumber, this video will be really valuable for you.

0:35Um, but if you have a school community you're struggling to get leads, me talking about like local PPC is probably not going to be as relevant. Now, if I'm talking to a, you know, music school community owner, if you're an AI school community owner, then a lot of that stuff is probably pretty relevant. Um, and so, it's kind of degrees of separation. Um, based on the size of people that that video would be relevant for is more correlated with the view count than the quote quality of the video. Now, if we Obviously, if you have [ __ ] video, nothing matters. But, if you've seen the highlights channel, you've seen that it has like 800 view videos, 1,000 view videos, you know, there's some 20s, some 100s, whatever. But, we're posting 20 plus times a day and this is the point that I want to make. That channel has more attributed revenue to ACQ than my main channel.

1:23Many of you guys have seen micro accounts, the accounts, you know, 5,000, 10,000, 20,000. Many of you guys may have some of those types of accounts. If you're making valuable content for a specific niche, just like do not beat yourself up about not getting that many views. That was it like if I could have one Vegas headlights of what I'm even more doubling down on is giving zero [ __ ] about views. Now, if you are a media business and you sell number of impressions, then you have to care about views. But, the vast majority of people conflate or they look at media influencers, entertainers and say, "Oh, I'm going to use this strategy to grow my business." Whatever your business is, whether you're a local plumber or you're a school community, it doesn't matter. Um, and that's not I don't think that's the right strategy. Um, and so, it really should be more than ever value per second and then with an extra slice of avatar. And so, Andromeda, some of you guys might have known that that came out as an update from Meta. And what Andromeda did was amazing and terrible at the same time. So, it was amazing for consumers, it was amazing for advertisers, but it's a double-edged sword. And so, what Andromeda basically did was, how can we make the newsfeed as valuable as possible, which is always what Meta's going to try and optimize for, right?

2:34And so, you'll notice that more and more ads are niche specific in general, right? And so, it's like it's sub-segmented down. So, if you have a plumber who's, you know, wearing his plumber stuff, doing plumber things and you're talking about plumbing stuff, it's going to get shown to plumbers, right? Now, the upside is because the targeting gotten so much better, your cost per result is going down. But, and this is the massive but, when you have significantly more specialized targeting, the pool or the pond of people that are actually that niche is way smaller than when you're running general ads. And so, when you have a general ad back in the call back in the day, right? You could run an ad that was a quote national campaign and based on kind of the blended CPM of all different people, you'd get that plumber every so often cuz it would hit some some part of that puddle that was the really high intent puddle, right?

3:25Now, Meta knows exactly where the puddle is and knows exactly what your ad's about and then just just drains the puddle and then all of a sudden, your cost just skyrockets again. And so, the end result of this is that you have to make a shitload more creative. Cuz otherwise, you burn through the audience is faster. And so, I see this as kind of a dual-sided effect on both the ad side and also the creative side, which is like you have to completely do away with the idea of like I'm fatiguing my audience. Your audience isn't even your follower number is just literally irrelevant. Like it is taking the content, AI figures out what the content is about and then it serves it to the people that it believes it will have the most relevance for. Period.

4:02And so, just do not worry about one video getting 1,000 views and then another video getting 10,000 if your average is 100,000. So, I'll give you second kind of data point that we looked at. So, for the last quarter, so just literally this one, uh, Q1, we looked at my my YouTube channel, my main channel, not my highlights channel. On the main channel, my top six most viewed videos, if we ranked uh, revenue generated from the video. Now, again, is it perfect? No. Do I think it's directional? Yes.

4:31Um, of the top six, what percentage of them by views do you think was the highest or rather which of the six do you think was the highest revenue generating video of the six? I'll give you it's a rhetorical question. It was none of them. When I ranked my videos by highest revenue producing, none of the top six videos were the videos that actually produced the most revenue. Right. The number one video that I had was actually my favorite video that I made for the whole the whole quarter, which it's I think it's called like the 5111 rule. They made some thumbnail about it. But, it's basically about the fractal nature of customers, which is that if you map 100 people to represent the United States or really any country from a poverty level perspective, I use the US as the as the example. You put 100 circles on a piece of paper and then you take $100 to represent all of the wealth scattered across this 100 people. If you draw a line at the 50-yard line and you've got 50 people on this side, they've got about two or three dollars.

5:27And over the next 40, you've got like 30-ish dollar, 20-something dollars. And then the next 10% has like $36. And then the top 1% has $32. And so, when you're trying to figure out like, man, why can't I make my thing make more money? It's like, well, of all these dots on this map, where are you trying to go? And so, anyways, that's the nature of that video, which I loved. And you're like, okay, what does this have to do with anything? Well, that video generated more revenue than any video I made. But, you would imagine that that might be a higher level concept um, for people to consume. But, the higher level people are my primary customers. And so, I make this to say, I mean, I I just want to hit this like head-on for everyone is that you need to completely divorce your ego and I know it's really hard.

6:10You have to not think, "Oh, man, I'm changing my content strategy. We're we're sucking, you know, our our content is sucking, our views are down." Our views are down should mean nothing to you. And also, conversely, our views are up should also mean nothing to you. If you are making more content and it's serving a specific avatar, then it will get shown to them and if it's good, they will buy.