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Think Media Podcast · YouTube

How to Grow on YouTube in 2026 (AI, Live Streaming, Shorts & Clipping)

Roberto Blake and Sean Cannell on device-first strategy, the clipping industrial complex, and why AI is the working-class creator's only competitive advantage.

Posted
2 days ago
Duration
Format
Interview
educational
Views
13.4K
584 likes
Big Idea

The argument in one line.

YouTube has fractured into three format-device pairs -- long form on TV, livestreams on desktop, Shorts on mobile -- and growth in 2026 requires matching content strategy to device context rather than treating format as a single-axis choice.

Who This Is For

Read if. Skip if.

READ IF YOU ARE…
  • A creator already publishing but not growing who wants a current read on what the platform rewards in 2026.
  • Someone overwhelmed by AI tools who wants a framework for which ones move the needle without spending money first.
  • A creator doing long form who keeps hearing about Shorts but has not committed to a cadence or linking strategy.
  • Anyone curious about the clipping economy -- either as a creator wanting cheap distribution or as a freelancer wanting to get paid per view.
  • A part-time creator with limited bandwidth who needs to know how AI can compress their time budget.
SKIP IF…
  • You want a deep technical tutorial on any single tool -- this is a broad-survey conversation, not a step-by-step how-to.
  • You are brand new to YouTube -- the second-channel and clipping sections assume an existing content operation.
TL;DR

The full version, fast.

YouTube is no longer one platform -- it is three experiences tied to three devices, and your strategy needs to reflect that. Roberto Blake argues that Shorts belong on mobile with a 5-12/day cadence and a 2-5 second hook window, long form belongs on TV with a show-format structure, and livestreams are the highest trust signal in an AI-saturated world. The underrated unlock is the clipping industrial complex: paying freelancers around $50 per 100K views to distribute fan-account clips, which can generate 100M views monthly for roughly $5,000 -- a cost no paid ad platform can match. For solo creators, AI tools are not optional extras but the system that buys back time and closes the team gap.

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Voices

Who's talking.

00:30guestRoberto Blake
00:00hostSean Cannell
Chapters

Where the time goes.

00:00 – 00:50

01 · Cold open

Opening premise: YouTube of 2016 vs 2026. Roberto introduced.

00:50 – 14:34

02 · AI tools for creators

The 4 Ts framework. Free-tier AI stack. Topic, title, thumbnail workflow. Treat AI as a team of freelancers.

14:34 – 24:40

03 · TV viewership and device context

30% of YouTube daily users watch livestreams. TV viewership up 2-4x. Device context determines format preference.

24:40 – 31:00

04 · Live streaming best practices

4 Rs framework. Day-zero start. YouTube simultaneous horizontal/vertical stream. Co-streaming feature.

31:00 – 40:20

05 · Long form and show format thinking

TV show format for long form. Channel collab feature. Co-streaming.

40:20 – 47:40

06 · Shorts strategy

RPM 10x growth. 5-12/day cadence. 2-5s hook. Backlinking to proven performers. Audio cue hacks.

47:40 – 56:20

07 · Second channel strategy

Format variant, not personal vlog. Hormozi highlights case study. When ready: payroll staff with spare capacity.

56:20 – 1:03:40

08 · Consistency and AI for solos

Systems, Structure, Support, Strategy. AI as time-compression during hard seasons. Done > perfect.

1:03:40 – 1:07:56

09 · The clipping industrial complex

Clippers paid per 100K views. Fan accounts. ROI math: $5K for 100M views. Analytics accountability.

Atomic Insights

Lines worth screenshotting.

  • 30% of daily logged-in YouTube users now watch livestream content -- it is no longer a niche format.
  • Shorts RPM went from 1-10 cents at launch to 10-50 cents average in three years -- a 10x increase before Gen Z enters marketing roles.
  • The optimal Shorts cadence is 5-12 per day staggered every 30-60 minutes -- not one or two per week.
  • The hook window for Shorts is 2-5 seconds; for long form it is 8-15 seconds -- treating them the same is the most common Shorts mistake.
  • Pointing 100-200 Shorts at a single proven long-form performer outperforms scattering them across new or underperforming videos.
  • A clipping network of 100 freelancers at $50/100K views can generate 100 million monthly views for roughly $5,000 -- no paid ad platform offers that rate.
  • At 0.01% conversion from 100 million views, you get 10,000 customers for a $5,000 spend.
  • The second channel strategy works when you have payroll staff with spare capacity -- it is not a solo-creator play.
  • Hormozi's highlights channel brings in more business than his main channel because it filters for high-intent buyers rather than broad audiences.
  • Device context will matter more than content format -- YouTube already serves different content based on what device you are watching on and what time of day.
  • A 70-inch TV costs less than an iPhone -- which is why YouTube long-form viewership on television grew 2-4x in two years for Roberto's clients.
  • AI does not replace your thinking; it makes up the difference when your cognitive battery is drained from a 40-50 hour work week.
  • YouTube's product development cycle for new features is always 3-5 years to stabilize -- Shorts is only now reaching maturity.
  • Livestreaming on YouTube is more than three times bigger than Twitch outside of gaming.
  • Every livestream can generate 12-30 clips -- creators who do not plan for this are leaving distribution on the table.
Takeaway

Seven shifts that remake your YouTube strategy in 2026.

WHAT TO LEARN

Format alone no longer drives growth -- device context, output volume, and distributed clipping networks have become the structural levers that compound reach without proportionally increasing production cost.

02AI tools for creators
  • Start your AI tool stack with free tiers -- YouTube Ask Studio, Gemini, and Adobe Firefly together cover topic research, logistics planning, and thumbnail retouching at zero cost before spending anything.
  • Treat AI tools as specialized freelancers rather than magic automation -- assigning each tool a specific role produces better results than trying to get one tool to do everything.
03TV viewership and device context
  • Device context now determines what content gets served and watched: lean-back long form belongs on TV-ready formats, Shorts belong on mobile with 2-5 second hooks, and livestreams are the highest-trust interactive format.
04Live streaming best practices
  • Livestreaming is the highest-trust signal in an AI era -- building for the four Rs (Replay, Repurpose, Reaction, Reshare) from the start turns every stream into a clip-generation machine rather than a disposable broadcast.
06Shorts strategy
  • The optimal Shorts cadence is 5-12 per day staggered across 30-60 minute intervals -- treating Shorts as a once-a-day play produces the audience-growth math of a once-a-day play.
  • Pointing 100-200 Shorts at a single proven long-form video outperforms scattering them because it routes fresh Shorts audiences into content that already has validated retention with new viewers.
07Second channel strategy
  • The second-channel strategy is a franchise expansion move, not a personal vlog -- it works when you have payroll staff with spare capacity and offers the same value proposition in a lower-lift format that filters for higher-intent audiences.
08Consistency and AI for solos
  • Consistency comes from systems and structure first, not motivation -- a defined boundary between work mode and life mode is what makes showing up repeatable across hard seasons.
  • AI's best use for working-class creators is time compression during hard life seasons -- done imperfectly on schedule beats perfect content that never ships.
09The clipping industrial complex
  • The clipping industrial complex is a legitimate distribution arbitrage: at roughly $50 per 100K views through freelance fan-account networks, a creator can move 100 million monthly views for an ad budget that would buy almost nothing on Google or Meta.
Glossary

Terms worth knowing.

Clipping industrial complex
A distributed network of freelance video editors who clip a creator's long-form content into shorts, run fan accounts across multiple platforms, and get paid per view -- giving creators large-scale distribution without a full-time team.
Outlier research
Identifying videos from channels that dramatically overperformed relative to their subscriber count, used to qualify whether a topic idea has breakout potential before committing to production.
Ask Studio
YouTube's built-in AI chat tool inside YouTube Studio that answers questions about your own channel data and analytics at no cost.
4 Ts framework
Roberto Blake's model for packaging a video: Topic, Title, Thumbnail, and Timing -- each requiring separate tool support and decision-making.
Device context
The idea that the device a viewer uses (phone, TV, laptop) determines which format they prefer, how long they watch, and what time of day they engage -- and that YouTube adjusts what it serves based on this.
Co-streaming
An upcoming YouTube feature that allows other creators to broadcast over or alongside your livestream in real time with permission, creating simultaneous clip-worthy moments for both channels.
Backlinking strategy
Deliberately pointing the description or end-card links of a large volume of Shorts toward a single proven long-form video, routing Shorts audiences into content with already-validated retention.
Resources

Things they pointed at.

01:23toolYouTube Ask Studio ↗
02:10toolvidIQ ↗
02:17tool1of10 ↗
03:20toolAdobe Photoshop + Adobe Firefly ↗
33:05toolOpusClip ↗
2:01:25toolcreatorscorecards.com ↗
52:03bookCreate Something Awesome ↗
51:30linkawesomecreatoracademy.com ↗
51:35linkMyCreatorQuiz.com ↗
Quotables

Lines you could clip.

00:02
“The YouTube of 2016 is not the YouTube of 2026.”
Instant premise, zero setup needed→ TikTok hook↗ Tweet quote
25:58
“In a world of AI, livestreaming is the absolute highest proof of human there is.”
Contrarian, quotable, applies to every creator→ IG reel cold open↗ Tweet quote
08:20
“AI gives you the ability to compete with someone who has a team.”
Punchy positioning line, broad appeal→ TikTok hook↗ Tweet quote
58:30
“Done is always better than perfect. Perfect very easily becomes the enemy of good.”
Universal creator pain point→ newsletter pull-quote↗ Tweet quote
1:04:30
“You can't buy regular ad distribution and get 100 million views for $5,000 a month from Google.”
Specific number plus surprising claim→ TikTok hook↗ Tweet quote
54:06
“I microdosed you and psyoped you into liking me as a person.”
Unexpected phrasing, explains Shorts psychology concisely→ IG reel cold open↗ Tweet quote
Topic Map

Where the conversation goes.

00:50 – 14:34denseAI tools and workflows
14:34 – 24:40denseDevice context and TV viewership
24:40 – 40:20denseLive streaming strategy
40:20 – 47:40denseYouTube Shorts
47:40 – 56:20steadySecond channel strategy
56:20 – 1:03:40steadyConsistency and creator burnout
1:03:40 – 1:07:56denseClipping industrial complex
The Script

Word for word.

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metaphoranalogy
00:00The YouTube of 2016 is not the YouTube of 2026.
00:04That's Roberto Blake. He's got over 600,000 subscribers. He's a best selling author, and he's one of the OGs of this space.
00:11You may have seen a clip of this conversation on the Think Media channel, but today, you're getting the full uncut version. We go deep on the YouTube tactics that are working right now to get views.
00:21We talk about the outdated tactics that are a waste of time, AI, live streaming, and a YouTube short strategy that you need to know. Let's dive in. Today, have a genius on the Think Media Podcast, Roberto Blake, who's been in the creator economy for over a decade and not only has built his own brand, has helped others do it, is on the bleeding edge of AI, and is just a YouTube expert in general and really online business entrepreneur.
00:48And so there's gonna be a lot of nuggets here. But, Roberto, my first question for you is what's the most underrated AI tool or workflow that creators should be using right now?
00:57Tell me something. What do you think is a bigger struggle for creators? Do you think it's the ideation and packaging, or do you think it's the retention of the video in terms of the editing and also the structure and storytelling?
01:08My gut reaction to that question is honestly both. I think they they also are linear.
01:14It's like, I think yeah. I think they're both challenging problems. Mhmm.
01:18Ideation is a big problem. So let's let's answer for both. So when it comes to ideation,
01:23you know, I've coined topic title thumbnail and timing. That's kind of a industry staple. So it depends on what tool you're gonna use to address each of those problems.
01:32So you want a tool that can help you with topics. You can go with a couple of directions on that. YouTube has Ask Studio, which most people don't know about, and it's $0.
01:41So as a $0 solution, that's probably where people could start with YouTube Ask Studio. It goes off of your own data.
01:47The limitation is it will not tell you about your competitors or other people in other niches. So if you wanna go outside of that and you don't wanna just go off of your own content or if you're just starting, then Ask Studio may be pretty limited for you.
02:01So then your next option is people would go to the general broad AIs of, like, Claude, ChatGPT, or Gemini, but that's not gonna be YouTube specific context unless you already have YouTube specific information to give it. So the better option there is to use a tool like either vidIQ, which sponsors you, or one of 10 who I've worked with.
02:21And so those would probably be your two best tools to do competitor analysis and research to qualify your topics, build out your content pillars, or even get inspired for outliers. Then you gotta go to titles.
02:33And then when it comes to titles, you can either use a tool, or you could just check your own gut with a tool. And then after that's thumbnails.
02:41For thumbnails, you could go the handcrafted route with some AI supplementation if you're already using ChatGPT or sorry, not ChatGPT, um, if you're already using Canva or Adobe.
02:53Both of them let you work by hand with AI assisted tools as well, or you could go straight to AI generation. And you could do that either with, you know, any of the tools we already mentioned, or you could use one of these AI image generators. You could use Adobe Firefly.
03:09You could use ChatGPT's image, uh, two point o. You could be using Nano Banana.
03:14You could be doing anything you want there.
03:17I would show into your last thumbnail, like, with tech stack? For me,
03:22and the way it's probably gonna go from now on is I'm a classically trained graphic designer, so it's unfair. I already have hundreds of Photoshop files to already pull assets from.
03:32The way I'm doing it now, though, is I'm combining my handcraft with AI for some speedier things. I don't do the photo retouching myself anymore even though I could because why am I gonna spend twenty minutes on retouching a photo of mine or even five minutes when it can be done in seconds?
03:47Mhmm. So I'm using some of these things for speed, and now I just move myself to being an art director as if I had a team of people working under me.
03:55The retouching person, the whatever person. So you're operating inside of Photoshop with Adobe AI tools.
04:01Is that your main platform? That's my main platform personally. If I need something really quick on the fly because I already have my own photos, like studio headshots put into this thing and it knows my YouTube channel, for that, I'm using one of 10.
04:15One of ten's thumbnail generator? Yeah. When I need something really quick for, like, a podcast episode or a livestream I didn't prep for, I can just generate that in, like, under two minutes and go live.
04:25So
04:26must have creator tools for packaging and getting more views. Ask Studio, which is free, and that is already just embedded in the back end.
04:36You can start talking to basically AI chat that's connected to your YouTube analytics. You're then saying, the problem is, though, if you want to actually do competitor analysis, you could you could use VidIQ or
04:48one of 10. And then Because it all says context on your YouTube channel as well. So it's both.
04:54Mhmm.
04:55Yeah. I and, uh, Wolf Coast, of course, link that stuff up. Both are incredible tools.
05:00They both I mean, one of 10, I'm sure, does other stuff as well, but outliers is the big concept of one of 10. Right? And so outlier research.
05:08Um, okay. And then was there anything else in there? So that was all for you talked about two big problems, ideation, titles, but then the second one would be retention
05:18and storytelling or video editing. I would say that the other thing is because you did bring up outliers, outliers could help you with the timing aspect of knowing what's relevant in real time and what's getting traction. And for that concept, it's really about filtering down to our channels overperforming, meaning, okay.
05:35Here's a channel that has, um, maybe 50,000 subscribers, but it was able to get an idea that pulled in 300,000 views.
05:44That means it's punching well above its weight class and that it maximized new first time viewers. That means the idea is that strong.
05:53But did that happen in seven days, thirty days, ninety days? The ability to identify that is important for timing. After that, though, like you said, it goes to retention.
06:02I always say that retention is structure, script writing, storytelling, and style, and I think that AI can help you there.
06:10A lot of people try to have it do everything. I think that where it can really help you is just kind of even fine tuning the structural breakup of your videos, because I think it's hard for people to just kind of maintain steady beats and energy and break their video idea or concept up into sections. The other thing is it could be good for research.
06:28People are worried about, well, I don't think it's gonna be accurate research. One, if you use Google, uh, Gemini Pro, it's probably the most accurate out of all of them. And I would say for research, that's really good, but you'd wanna tell it to site sources so you can fact check it if you need facts.
06:43Its better actual ability is to help you figure out the logistics of even executing your video idea in terms of what it's gonna take in terms of the physical ability to do the idea that you had in your head and to plan out the execution of it and to give you a procedural for that.
06:59So break that down. I mean, maybe I'm so used to education content that is sometimes
07:05not necessarily super complex. Would you mean it's gonna give you the logistics of a more complex idea or any idea? Much more complex idea or even how to structurally present something like a DIY lifestyle video,
07:16that would be better. Or And you're talking about using Gemini to do this? Yeah.
07:20Gemini Pro is probably the best for this, which is cool. Yeah. Yeah.
07:24Well, actually, even with Gemini's free tier and everything like that, if you go with the logistics route of this, it's actually really still gonna be strong for you. So in terms of I love starting people with, like, these zero dollar options Yeah. Because that's accessible to a Free version of Gemini.
07:36Oh, yeah. Uh, so I would look at that, especially if you're doing something even like travel. You could go ahead and you could give it the location that you're going at, the hotel, and everything, and you could even give it your budget, and it would help you with planning logistics
07:51of being able to maximize the effectiveness of the video that you could execute around this idea. So what would you say to someone who's listening? They've heard of some different AI tools, but they're feeling overwhelmed by AI tools.
08:02Mhmm. If they're part time and they're like, okay. Do I use Gemini or do I use Claude for my writing, or do I use ChadGBT?
08:08And how many pro accounts do I need? And I'm trying to budget. What advice would you give somebody?
08:12I would tell everybody to actually see if they're even maxing out the limitations of the free accounts at $0.
08:19And then instead of feeling overwhelmed, recontextualize how you're thinking about this.
08:23Instead of overwhelmed, think about the abundance you get of the fact that you're largely whether you believe it or not, like, on one level, you're not competing with anyone else. You stay in your own lane.
08:32But, realistically, when it comes to the attention economy, uh, people are trying to choose between you and the outputs of YouTubers who have these massive teams. AI gives you the ability to compete with someone who has a team.
08:44So all these different individual tools, stop thinking about tools in your tech stack that are overwhelming you. Look at these as resources you didn't have, and treat them like independent freelancers or contractors.
08:56Treat each of these tools like a team member now. And all they are is just this, um, digital robotic, uh, team member and everything like that.
09:04So you've got your own little squad of droids
09:07working with you to make better content. What is one AI tool or AI workflow that has saved you the most time this last year?
09:16I would probably say that it's Adobe Podcast Enhance,
09:21but also that's built into Adobe Premiere Pro as well. It also free? Do is that the one that's on a website?
09:27That one's free as long as you have an email address, and you just upload your file. Right?
09:31So that one's free if you as long you have an email address. So is Adobe Firefly for generating images, but, also, don't think about, oh my god. I don't wanna sit there and generate ad Adobe Firefly is free?
09:40If you have an email sign up. Now there are limited credits for the free account just like all these other things. There's a free tier of it.
09:46Yeah. But so I would tell people for that instead of, oh, it's gonna do all the work and do my thumbnail for free.
09:51Think about this. It could just actually finally do some of the photo retouching highlights and do the relighting just on your photo to make that look better.
10:00And even just doing that would make your thumbnail, like, a 100 times better. You've seen it before where people have a well laid out thumbnail, but the photo is just something off. It looks flat.
10:11No contrast. Not sharp enough. And by the way, now YouTube lets you do four k thumbnails.
10:17Super important. If you still do long form instead of shorts and streaming, the four k thumbnails are really important for having that higher quality thumbnail on television screen, which is where the traffic is now.
10:25There's a couple things to unpack there. The first is if you took one thing out of this podcast
10:31using Adobe Firefly for free with your maybe dingy and basic smartphone photo could turn it into an incredible photo. I would still even consider yeah.
10:41The Some simple photos on your smartphone. Retouch them with AI. Mhmm.
10:46Save them. Now you've got much better lighting.
10:50So how would you prompt Even the $10 a month account for Adobe Express Okay. That comes with more Firefly credits Yeah. Would give you a lot of How does work?
10:59If somebody wanted to what would be their fastest way to use simple photos on their phone and to retouch, relight them for as cheap as possible? Oh, I would go into either that or into, um,
11:11I would go into that or even into Gemini or ChatGPT, the even the free tiers of those and one of these image generators.
11:18And I would basically just tell it to, um, retouch your photo and to focus on sharpening the eyes, hair, lips, and nose. And I would tell it to, um, bump up contrast and just make this more attractive while not structurally altering my face or anything about me.
11:38And then I would tell it to do that, and you're gonna see a much better result instantly. You're gonna feel like you sent it out to somebody who spent twenty minutes doing professional retouching and relighting on you. Yeah.
11:48And then if you wanna do accents and highlights, a lot of you will see YouTube thumbnails where there's, like, a little bit of, like, a studio glow of a red or a blue or whatever the color of the background is. You can actually tell it to do the accent lighting, and you can tell it what colors you want for that. And then it'll do it.
12:02And then if there's some kind of texture or background you want, then have it generate that separately, and then you could put those together. Then you could do whatever text you wanted. If you know that there's a text effect that you wanted, though, and that you like, you could put the text in, and they could tell the AI tool to change the text to the style and effect that you like.
12:20And you could give it a sample of that so it knows exactly what it should look like. Man, that was some game you want want to rewind that part of the podcast, um, because
12:30that's gonna help you with thumbnails that are much more clickable. And if you're not good at design, AI tools have now leveled the playing field where what you wanna get good at is the words. Mhmm.
12:39The vision, the taste, an idea of what it is you want to achieve so you can prompt properly.
12:45Is that true? Hack for that too. Yeah.
12:46You could go ahead and you could take multiple
12:50images. I'm not saying, like, you know, steal anyone's thumbnail designer style. You But can take multiple images of for what you you feel is, like, a top tier set of thumbnails Yep.
13:00In the style that you would want. And then you could feed them into one of these AI tools and then ask it to reverse engineer a prompt and to teach you the language and communication to generate this type of result, and then it will walk backwards and will deconstruct.
13:14Here's what you would need to tell a tool like me in order to get that result. You could also export that and say, okay. I need that exported with instructions and guidance as a markdown file, but then I need to match it to my brand aesthetics.
13:28Here's my fonts. Here's my color scheme. Here is this.
13:31And then here are the reference photos of me located on on, you know, Imgur or wherever you wanna host the file so it has a permanent reference for your photos and your assets and then say, okay. Great.
13:43And now I need a markdown file, an MD file for this so that I can put this into any AI prompting tool that can take an MD file. And now whenever you generate your images, your graphics, it knows what your thumbnail protocol is. This is some genius, uh, next level tactics.
13:58And so Beyond basics, man. I told you. That's right.
14:01Beyond basics. Now I wanted to hit one other thing you mentioned in there. You said that you can now upload four k thumbnails.
14:08What seems crazy is that thumbnail size limit before was two megabytes. Two megabytes. 50?
14:1450. 25 x, my brother. Is there enough data centers?
14:17Like, how how are they gonna hold all these, uh, photos? Look. Get them building more.
14:21Right? Yeah. What and and not only that, if if everyone's split testing multiple times, the amount of stuff that's being uploaded just like is a multi is factor drive size now.
14:31That's crazy. Buy more Google Drive storage. So do you think have you looked at your viewership?
14:37Do you think your largest viewership's on TV? Everyone's saying that's where the viewership is. I mean, isn't it true, though, it's still distributed across multiplatform?
14:44Even with the fact that I've been doing more streaming for the actual replays of my long form videos and me coming back to long form, but mostly with my clients.
14:54I've coached over, like, 700 content creators, uh, so I have access to, like, multiple YouTube accounts for this and everything like that. I've seen it in every genre, including gaming, I which surprised all of my gaming content, uh, creators. They actually saw, uh, over the last two years, uh, two x to four x increase in TV viewership compared to the, um, previous years that they've been doing content, the ones who have been doing it the longest.
15:18And then, um, the newbies were completely shocked, but then I had them say I was like, well, think about your own viewing habits, especially during the pandemic. It's did you really wanna watch long form on your phone, or did you wanna watch that twenty minute video on the biggest screen you have? And now a 70 inch TV costs less than an iPhone.
15:35So, I mean, what do guys do? That's, like, that's crazy. So it's changed the the way that we look at things.
15:40Besides, the YouTube of 2016 is not the YouTube of 2026. In 2016, you remember this, Sean, streaming was not a big deal on YouTube, and the streaming culture hadn't exploded yet with all these people like, HiSinat, iShowSpeed, and so on and so forth.
15:57So streaming culture really kicked off during the pandemic in, like, you know, 2020. Same thing for short form. Yeah.
16:04Short form platforms exist, but Vine went under in, like, 2016. So YouTube was a monopoly of long form content and was the monopoly of Internet tension. Fast forward, though, to 2020 through 2025.
16:18What changed was Shorts was introduced to the platform, but also streaming started to be normalized on YouTube, and we saw the rise of people like Emily D. Baker, lead attorney, LawTube, but also other streamers.
16:31In fact, streaming on YouTube is bigger by far than it is on Twitch.
16:36TikTok comes in second place. Twitch is the third largest streaming platform, and it's a distant third.
16:43Mhmm. Um, YouTube is more than three times bigger than in streaming. It's just that Twitch dominates gaming.
16:49But outside of that, all the other streaming formats, it's primarily YouTube, and the mobile streaming is dominated by TikTok. So the vertical short form and the vertical streaming are this thing that are a relatively new phenomenon and a new part of the culture. But for Gen Z, it's all they've ever known since they've been on the Internet.
17:07They're they know short form and streaming, and that's their best mobile experience that they prioritize. And then those of us who are older, even on our phone, our best mobile experiences are podcast, content we watch with our ears, and live streams.
17:24And that's because we either want it to be passive content or interactive content. If we're gonna watch lean in content that's visually stimulating, we wanna watch it on the biggest screen we have, and that's our sixty, seventy inch TV, not our five inch phone.
17:38So that's the shift. So YouTube's actually split, and you know this because YouTube CEO, Neil Mohan, said 2,000,000,000 views a day on YouTube Shorts now.
17:48Wild. Dwarfs TikTok. But 30% and this is a new number he announced in October of, uh, 2025.
17:5630% of daily logged in users watch livestream content on YouTube. So the the shift and the schism in YouTube happens because device context now really matters in terms of what's the best experience on every device, and then that changes what formats and what content people preference on those devices, when they watch, and how they watch.
18:20And YouTube also
18:21changes what it serves you based on what device you're watching on during what time of day you're watching on. So we've helped thousands of people go full time on YouTube here at Think Media. And one of the things we discovered from analyzing their channels is that there's five stages of YouTube success.
18:36So our team got together and we actually created a free resource. You can check it out at mycreatorquiz.com. And what it does is it will walk you through a series of questions that will get you fierce clarity on where you're at on YouTube right now, what's holding you back, and what you need to do next to unlock that next level of views and subscribers.
18:59So it only takes about three minutes. It's entirely free. Just go to my creator quiz dot com or click the link in the show notes.
19:05Alright. Let's dive back into the podcast. You're bullish on streaming?
19:09I'm absolutely bullish on streaming because in a world of AI, it's the absolute highest proof of human there is. So what would you say are your best practices for anybody that wants to get results with live streaming? One, treat it not like an afterthought and not like a throwaway disposable video.
19:28When you do live streams, keep replay value in mind of people replaying and rewatching it. Keep repurposing value for multiple formats and multiple platforms in mind from the very beginning.
19:40Keep reaction value in terms of having things in your content that other people could react to, clip, and share on your behalf, and then also have reshare value for other people to say, you have to watch this thing that I watched. You have to give me your feedback, your opinion, or we have to watch this thing, and we have to debate about it, whatever it is.
20:02Or, oh, you guys see this funny moment or clip. So you want those four r's in place when you're streaming because what that's also gonna do is when you stream, you need to go ahead and have clippable moments for the repurposing in there, but you also need to have moments, hot takes, sound bites, things that other people will want to clip and reshare or react to.
20:21So that's gonna scale distribution. You also want to not only think about you could be YouTube first, but not YouTube only. You need to think about distribution to the other platforms because then that's gonna scale you, but it's also a monetization opportunity.
20:34Every livestream could generate anything from 12 to 30 clips, Sean, and people should be thinking that way.
20:42And they should be thinking about repurposing that in vertical short form. Again, Opus will make this very easy for them if they wanna use our friends at OpusClip. And so you could because it also schedules your content across multiple platforms and multiple accounts.
20:56If you have clippers, clippers is the new thing that everyone's going crazy about, the clipping industrial complex. If you have people doing that on your behalf and you gave them permission to monetize, then that's also gonna scale you.
21:06But they can only monetize content that was made to be high quality that can have quantity extracted from it for distribution.
21:15So you wanna go that route. So you wanna be intentional about streaming. You also wanna package it, high quality thumbnail, intentional title to draw people in, build a community where your community recruits.
21:29You wanna have a good moderation team if you're taking streaming seriously. That's gonna be a volunteer force, unless you're big time, and then you could pay your mods. And so those are the things that I would tell people if they really wanna take streaming to the highest level possible.
21:41What size is it okay to start streaming?
21:45Day zero. Day zero. Even with nobody there?
21:48Especially with no one there because that's how you're gonna get in your reps and your practice. You don't want people there when you're doing your dressed rehearsal, if we're being honest and everything like that. As you would say, your first videos are your worst videos is what you say.
22:02I always say make 100 crappy videos. That's your tuition to YouTube University. So I think that as much as people feel sad and invalidated when there's zero people there, this is the worst you're ever gonna be.
22:14Do you really want an audience for it?
22:16Do you livestream with the feature on YouTube that allows you to do vertical and horizontal at the same time now and get some shorts discovery? We're we're testing that now. My clients are almost all using it now in gaming specifically,
22:29and it's doing really well for them in terms of increasing and enhancing distribution. Especially, they love the fact that they get a merged singular chat. They get one stream key.
22:38Um, we're waiting for some of them, though, for version two point o because they wanna do custom layouts. I didn't experiment with it. I'm waiting for the update from YouTube because I wanna be able to customize my features a bit more than what it allows for currently.
22:52So I think that's gonna be a huge game changer for people. But for anyone who does either just straight up gameplay or straight up talking head, it's perfect in reformatting and repurposing that right away immediately. But you also don't need to do that in order to set up for the vertical clips.
23:06Opus is incredibly good at just reformatting that and getting it right. So, um, there's that benefit. Is there a replay of the vertical version on your Shorts feed?
23:15So what happens there is, yes, but in context, for the viewer, it kind of is a choose your own adventure experience in terms of you can get this horizontal thing if that's what you want or the device that you're using, or you can get the, uh, vertical.
23:32So I think that that's actually, you know, really dope. But, yeah, you do it it's like this weird hybrid
23:38where it can be either. Yeah. You know what's interesting?
23:41Renee Ritchie was just on the podcast on some updates. And to your point, this is about to be updated, allowing third parties like StreamYard to
23:50modular everything up, to customize each difference. That's the thing that I'm waiting for to really take that. Because, like, I'm very bullish on this concept of device context is actually gonna be more important than format.
24:02And YouTube is kind of, even with this, proving it by universalizing the format to say, you choose what the best experience to consume this content in is for you. So the takeaways there is
24:14you gave kind of a whole masterclass rapid fire on live streaming best practices. YouTube is allowing some new features to multi stream horizontal and vertical at the same time.
24:23That's getting improved, working better with third parties if you use something like a StreamYard or an Ecamm Live, and, uh, future looks bright on live streaming.
24:33And and then you also drop in this nugget of format is a strategy,
24:37but you're saying context? Device context. Device context.
24:41Planning your content, knowing how it's gonna be perceived and consumed on devices. From a content strategy standpoint, I think that you should actually be diversifying even within your content pillars across your formats and device pillars in terms of, okay.
24:57Here's my long form, and I know it's gonna be on people's TV screens, computers, and phones. And so regardless of what device they're on, here's how I'm gonna make the video, structure the video for a lean back experience of this is the content where they lean back.
25:12They enjoy it. And I would tell people, think of it like a show and move away from the YouTube you grew up with where it's these five and ten minute videos. There are formats when you can still I'm telling you, you can still make five and ten minute videos.
25:23But think about it. The biggest YouTubers have all moved to the television show format, Sean, of doing, like, eighteen, twenty two minutes, twenty four minutes, forty five minutes. It's not an accident.
25:33It's because they themselves have seen that their content is being watched more on these television sets. In fact, YouTube content is now being syndicated on Amazon Prime. You see it from Preston, not just MrBeast, but you see it from Preston and other people, Ryan Trahan, and their stuff is there just like a regular TV show, and it is.
25:50They're building it where they can do deals for distribution in the streamers. And even if you're a small YouTuber who's never gonna get that kind of distribution deal, you should still be thinking in that way in terms of being able to dominate the trend and the platform and how people are consumed because the majority of people watch those content creators.
26:08So they're kind of dictating the the mode of how people watch content, and so you need to be thinking in that way, at least as far as the structure. When I talked about storytelling, scripting, structure, style, structuring your videos and knowing, okay.
26:24My video like, don't make a video arbitrarily twenty two minutes, but you should think of a content format that lets you get to a TV show output for at least one of your five, like, content pillars.
26:36And then with short form, one of the best parts is if you make a show Sean, when YouTube first started, what was the main content on YouTube back in, like, 2005 through 2010?
26:48And your hint is it did get YouTube sued.
26:50Well, what I watched the most was Julian Smith and videos like the Malk video.
26:57Mhmm. But I don't know if I remember what they got sued for.
27:00I remember, like putting TV shows and movies and clips of TV initial shows thing. Yeah. It was clips of TV shows and movies back when we had the file size limits.
27:09It was, like, these five and ten minute clips of TV shows, movies, and commercials from your favorite shows growing up in the eighties and nineties. That was all we do, and it got them sued in 2007 through 2013, and that's where our beloved content ID and copyright system came from.
27:23Thank you, Viacom. So the Viacom. Remember that growing up?
27:28Like, at the end of the shows? So what I'm getting at is if you make your own TV show, then your clips, both in terms of your three to five minute clips and your short form vertical clips, already taken care of right then and there in terms of that format.
27:42If you are the kind of person who is making content where you have that going on, then your community is gonna love it whenever you go live because now it's a special event. Whether you're doing that weekly or twice a month or once a month, it's now a special event.
27:57And they're also gonna want the clips and the shorts from that special event the same way that they watch clips out there from live events and when people go and do tours, concerts, or what have you. So you're setting yourself up for multi format, and you're being intentional. And so there's plenty of stuff for them to watch on any device in any format if you just think it through.
28:19And your big main video or videos, if you plan them right, they can have all the clippable moments they'll ever need.
28:27They also are the kind of thing that if you ever wanna do your own live marathon reacting to your own content, if you make your own show, you can react to season one or episode one or this or that of your own show or your own highlight reel live with your audience, and YouTube's about to introduce this co streaming feature.
28:47And so there's gonna be all kinds of benefits from that. So that's gonna be so with YouTube with co streaming is gonna be kind of a live streaming reaction format.
28:57And, also, other people are gonna be able to go live if you give them permission and react to your live streams and, um, kind of talk over your broadcast like how right now some people will go live and they'll talk over a SpaceX launch or they'll talk over a a news broadcast from one of the mainstream news thing. So imagine, Sean, that you're doing a live broadcast.
29:18You'll be able to get more syndication and more attention when other creators decide to co stream and say, if you as long as you grant permission and you check that toggle box, you're gonna be able to have people. They're gonna be able to scale you because in real time, they're gonna be reacting to and creating content over your live stream.
29:35And those moments for you and them are clippable moments. That sounds like it's an extension of the channel collab feature. It's like collab livestreaming feature.
29:43Basically.
29:44What do you think about the channel collab feature? Does it lead to more views?
29:48Uh, everybody I've seen using it, even people use it on their own channels. Right. Between two of their own channels.
29:54It's been massively successful for them. I've seen people finally scale their second channels to start getting views on the level of their main channels.
30:02I've seen people revive channels with this. Um, it's been functionally very well. And I think it brought collaborations back to YouTube in a big way that we hadn't seen before.
30:12Mhmm. Because between the pandemic and, like, cancel culture collabs seemed to go away from the fabric of what, you know, made YouTube great,
30:20and now it's back. You make a great point. Like, with how long we've been in this industry, we probably, you know, were going to VidCon over a decade ago.
30:29Yeah. And collabs was like the energy of the whole creator economy.
30:36You're right. It's kinda died off. It was the lifeblood Yeah.
30:38Of the creator ecosystem,
30:40and it also was the meteoric rise of so many creators just from the initial attention of just even one collab, one mention, one shout out in a video could change a creator's life.
30:53And, uh, I feel like it was sad that for a couple of years, that just went away from the culture, and everybody became much more insular. So we're talking about all kinds of, uh, new things. You dropped a bunch of livestreaming game.
31:06There's some new livestreaming features. Mhmm. Um,
31:10and I would love to talk about Shorts. Yeah.
31:15As a massive opinion, do you think Shorts hurt people's channels and killed channel growth?
31:22It depends on how they're executed,
31:25and it depends on whether the channels actually had momentum or not. What we found is this.
31:32A lot of people's expectation of shorts makes them believe that it's hurting their channels. Now there was some functional truth to shorts hurting the channels in the first three iterations of Shorts Like, what year?
31:45Mass like, year one and so on and so forth. But that also happened when YouTube live streaming moved away from Google Hangouts on air, if you remember, and people built separate live streaming channels for a good while.
31:57Now there's no need to do that. Shorts has now reached the maturity because you have to remember, with YouTube, the life cycle for product development for something to stabilize is about three to five years if it's a fundamentally new feature.
32:08That's always been true. Every single time they've ever done it, it's been that if you've been an OG long enough YouTuber like you and me. Like, you and I have been at this for almost two decades now.
32:17Yeah. So the, uh, in some capacity, uh, even if our main channels has been a little over a decade, we've been doing this since 2000, like, '6 or something.
32:25Yeah. But the so the thing is, yeah, it's the development life cycle of three to five years to get look good. I mean, look at how bad AI was just three years ago compared to today.
32:35Right? So with Shorts, it's come full circle.
32:39Like, Shorts launched during the pandemic, and it was a little reactionary to, like, TikTok being banned in India.
32:47So the product was a little underdeveloped. It was undercooked at the time. And the big YouTubers, they either wouldn't take a chance on it, or they made a second Shorts channel.
32:57Now none of the big YouTubers really do a second Shorts channel. They all do it on their main channel. Why?
33:02Because a couple of things happened. One, Shorts RPMs are higher than ever. When they launched, it was, like, between 1¢ to 10¢ at best.
33:12It's now on average 10¢ to 50¢. So that's a 10 x increase in just the three years of Shorts going to ad revenue style monetization Mhmm.
33:22Versus the Shorts creator fund that started with the first two years. So in three years, the revenue 10x.
33:28That's unprecedented by YouTube standards. And it's only going up because, Sean, in five or ten years with Gen Z taking over marketing roles, do you think they're gonna do more short form advertising or less short form advertising over the next five years?
33:43More short form advertising. With it. Exactly.
33:46Just like how when us millennials got into marketing roles, we started doing more video advertising in digital and YouTube and banner ads and moving away from print and legacy broadcast. So every generational cohort gets to control the ad dollars, and they'll put it in the media that they grew up with.
34:04So shorts revenue is only gonna go up over the next three to five years as Gen Z matures into those marketing roles. It's going to happen, and the consumerism of the short form is not going down.
34:16Uh, but what I will tell you is this. Another thing with, um, shorts and where I don't feel it hurts channels is a lot of people's expectation of it and the reason it feels like it's hurting and underperforming is they're treating it like a derivative of YouTube long form instead of treating it like its own thing.
34:36It has its own best practices. You also don't need to put in the same editing criteria into a short that you do a long form because it's a different audience.
34:45The structure is different. The even the hook.
34:48Like, with a regular YouTube video, you have eight to fifteen seconds to hook somebody. With a short, it's two to five. Mhmm.
34:55The structural difference in short form from long form is radically different, so you have to build a short form mindset for creating content. You can't just piggyback off all the best practices of long form.
35:07That's hurting people a lot. There's also the output frequency. The optimum output frequency for short form, you can tell people never bother to try Instagram or Instagram Stories or Snapchat or TikTok and that they just started short form from a YouTube long form mindset.
35:24Sean, the output necessary to really truly be successful with Shorts, unless you're a great cinematographer like Max the Meat guy, and he's just a unicorn, unless you're that, the output amount is really a minimum of three to five shorts a day A day.
35:41And the optimal amount would be five to 12 a day spread out over thirty minutes to an hour of releasing each short. If you're a lifestyle creator, go to the maximum.
35:51Go to, like, eight of 12 if you're, like, a lifestyle creator that already would make stuff for Instagram because those Instagram stories are those fifteen second or less shorts that get people invested at a glance and get them to very high completion rates on your shorts and make them wanna see you again in their feed or go to your feed and just go start going through all your shorts, especially for lifestyle stuff that's travel centric or is DIY.
36:17They or is like you do The whole experience. You swipe through there. Yeah.
36:22Little clips of each thing. The whole thing would be a feed of an experience of travel lifestyle. If
36:27you're a gamer, there's no reason to not clip highlights from your gameplay and put it up for your, um, those moments and everything. And there are plenty of fifteen to thirty second moments there, and it's just this massive opportunity.
36:40I've seen kids go viral for the first time in their life off of this. Yeah. And for all of that, link back a 100 shorts to one long form video instead of it needing to be unless there's a reason for it to be from the video it came from that exists as a long form or a livestream, link them back and make a backlinking strategy like we did back in the old website days where you put 100 to 200 Shorts going to a video that you know really performs well with new first time viewers who've never seen you before, because this will be probably the first long form video these people ever saw from you.
37:12So point it to one that's already a proven performer, not the video, oh, I wish this would get more views or, oh, um, I'm really passionate about this video. Use a proven performer.
37:23Let the data decide. Point as many of your shorts to that video as possible.
37:29It's also the video that could be the least hurt by any minor fluctuation in retention because it's already a proven performer that has momentum.
37:38You have nothing to lose by doing that. That was some sauce right there.
37:41You're the sauce boss. That was some serious a 100 to 200 shorts linking to one video.
37:48So you dive in your analytics that is proven to have a good retention with unique viewers, new viewers, unsubscribed viewers,
37:58and maybe also short, meaning eight minutes. It could be that. It could all because I've seen gamers, like, get people from a short Into full on streaming?
38:07Into, um, not full on streaming, but into, like, a twenty minute challenge video Okay. That was just, like, very good because what was is people were are invested. They found the Shorts found a massive fan base of that game that just didn't know who this gamer was.
38:21Sure. And then they liked it from the Shorts. They saw multiple Shorts of this creator, so it was multiple touch points.
38:26Now they got to go to a video that this creator made that was a proven performer for people who like that game. So it's a psycho it's a psychology play instead of an algorithm play. It's an absolute audience play of, you knew this game, but you didn't know about me.
38:40Yeah. I now got you to like my personality in low risk microdoses. So I microdosed you and psyoped you into liking me as a person.
38:48You're cooking. And now that you like me as a person Hot sauce. Want to see one of my greatest feats of all time Burn it up.
38:57For the game that we both love.
39:00It's like, am I not your best friend now? Cook me up. That's a good strategy.
39:03I mean, obviously, a ton of work, but it's so it makes a lot of sense. It's almost like video ranking as a strategy. Like, they don't know you.
39:11They know a camera they're searching for. Yep. Like, in gaming, they don't they know the game they want, but they don't know you as as a creator, but your way to get into their world short form.
39:20Exactly. And here's the other thing. Someone who's obsessed with something, whether it's a game, a brand, a piece of tech, an anime, a TV show, Harry Potter, whatever it is, someone who's obsessed with that, they know that thing, and they know it at a glance, and they like it.
39:34Mhmm. They don't like you yet. They don't know you yet.
39:37But they see it instantly. First second of the short is, like, a Harry Potter background. It's the audio or it's the audio hack of The the Music.
39:47They, like so they know You've got wand. They know the Hogwarts theme. They know the Hogwarts theme.
39:52They know the Game of Thrones theme. They know the Dragon Ball Z theme. So if they hear those audio cues, there's an immediate psychological reaction to the audio cue.
40:00That's where the sound design and deeper hooks with audio really come in in terms of sound design. And that's a smart structural element that buys you a little bit more leeway
40:11in terms of the buildup or retention hack. So we're talking about YouTube hacks, AI hacks, and we're talking about some of the hot stuff. Good info on Shorts.
40:21We talked earlier about second channels. There seems to be a buzz right now. It's still probably underground for 99% of listeners.
40:29Mhmm. But, like, you could call it a second channel strategy. Yep.
40:33Gary Vaynerchuk launched a vlog channel. It's also fascinating to consider that as a case study, and we could come back to that, but Alex Tremozzi's
40:42highlights Oh, it's so good.
40:44And, you know, we actually have, uh, know somebody that works at acquisition that's done some thumbnail work for us and, like, split testing work. And they were saying that the highlights channel, even though the videos maybe get 800 views, 1,200 views, actually brings in more business than the main channel. Yes.
40:59And that's because it's using a specific intentional audience psychology, and it's actually going it's going quantity on outputs, but it's filtering for quality of audience. Yes. So break down your understanding of a second channel.
41:13Old school, people had sometimes like main channel, vlog channel. Second channel might have been a hobby or an expression, but what we're talking about is there's, like
41:22it's like a strategy people Oh, yeah. No. So Explain it.
41:25Yeah. No. Second channel, think of it like this.
41:28They're expanding the franchise, but they're not changing the category.
41:34So what they're doing is instead of going, oh, I had the main channel, and now here's the personal channel for you to get to know me as a person. No. What they're doing is they're just giving you another way to interact with exactly the same thing, the same value proposition as the first channel, but now they're just changing the style or format of the output.
41:55For Homosey, it's lower lift, higher density. So guess what? It's now here's the most serious person who doesn't need all the frills, bells, and whistles and doesn't need the crazy thumbnails or the crazy editing.
42:08And it's, uh, so it's now, oh, here is the lower lift, higher signal channel, and that's why it's bringing them more business. Because the front facing channel, that's, um, brand.
42:21That is here's our forward facing, like, thing that we give to the general public and the masses to where you have heard of us.
42:30For the people who've heard of us before, though, you don't need all that. I ain't gotta perform for you.
42:34I ain't gotta put on this dog and pony show. Let me just give you the deep value, unfiltered, raw, unedited, here you go.
42:42And that's why it's just this higher signal because it's moving away from what appeals to the commons to appealing to the denser part of their audience, and it's a franchise that expands from the one instead of the 1,000 true fans philosophy, what if you had 100,000 real players?
43:00So think about it. Going from a thousand true fans to a 100,000 real players.
43:05So what do I mean about real players? Play long term games with long term people. So the basis of the 1,000 true fans, those are your loyal Rider Day super fans.
43:15Now what if you had an extension of that that 10 x is twice over? That's how you get to a 100,000.
43:22Why do you need a 100,000? That seems like a big number. Because even if people are real players in intentionality and they're aligned on values and they recognize the value and the quality of what you're providing, they may not be ready yet at scale, but here's the key.
43:37So it's a lower level than a true fan? No. It's actually a true fan, but they aren't at the level of commitment that turns them into your highest ticket customer.
43:49But they are someone who can qualify to be a customer. In fact, this content is qualifying them further and taking them to where they can afford the high ticket or to go deeper or the next investment because, alright, they already know you because of the main surface level content. They've gone now here where it's like you do lower lift.
44:07You don't have to do as much to attract. You're now in retention mode. It's like, okay.
44:10The main channel attracted you. This thing, though, retains you because you've graduated to where you're absorbing more value. You qualify for higher value, but that doesn't mean that you qualify for higher products yet.
44:23But you could, and this is the format for an education channel. There's a different play on this. If you do entertainment, there's a different play on lifestyle for this, but the concept still applies with these second channels.
44:33For the entertainer and the lifestyle people, a lot of them are going deeper in the fact of, okay. They'll take the same subject matter, but then they'll just do another channel. It gives them one another slot in your homepage and your feed Yeah.
44:47For content and on the screen and so on and so forth. They have another chance to attract people who didn't know about the first channel to begin with and can be seen in a different light on the same subject matter. They also get to introduce for themselves variety, novelty, and challenge without messing up what's working momentum wise on the first channel because you could just change your editing style or remove your editing style or your thumbnail style from the second channel.
45:13And, therefore, you now have something where it doesn't become a rut. It it then that's what introduces, oh, there's some novelty.
45:19There's some variety here for me. I'm not bored anymore, but I don't have to change the thing that I'm delivering.
45:25I'm changing the way in which it's delivered, which is just enough change to not screw anything up. I can just duplicate my success, but without the monotony that makes you burnt out, bored, and ready to move on and do something else that usually
45:40negatively blows up or impacts your channel. So when is somebody ready for the second channel strategy? I give the advice to a lot of beginners, like, when they're just starting to not start two channels because it's hard enough to run one.
45:51Good advice. Seem that a lot of people that are that are more professionals, they might have teams, or they're delegating to editors or some different things.
45:59Who's ready
46:01for a second channel strategy? If you have people on payroll already and you don't feel like they're absolutely working themselves to the bone Yeah.
46:09And they're already on payroll, or you've optimized your system so well to where they have all this extra time, and they're like, oh, boss. I wanna put a little bit more quality and craft into what I'm move them to a second channel.
46:20Go ahead and use a second channel, and then say, guys, I don't need to squeeze 10 or 20% more quality out of this because it's not gonna double our view counts. But if I take that same leftover energy and we just have more content going out and we have it on another channel here, then we're gonna literally double their our money, and I can pay you more because that will just have more content going out the door, and you don't have to put in the same level of effort to this, but the same intention, but not necessarily the same effort.
46:49Yeah. And it's gonna be purely profitable now because, again, you already have the people on payroll. You're not having to expand, but now you're getting more outputs, and now you can pay your people more.
46:58You can invest more into their tools, their systems. And so it's an optimization engine, and everyone becomes more profitable. You can give them great.
47:07They get profit sharing on the main channel. Great. You guys can get profit sharing on the second channel and get profit sharing on the third channel.
47:12The more efficient we get, the more I can reward you. So, like, that's the expansion in franchise strategy. And you see I I mean, one of the greatest examples of this lately is Caleb Hammer.
47:22He's absolutely killing it. So it's that. And then it's people doing things like that with even the secondary.
47:26They might run YouTube Shorts on their main channel. They'll still do a clips channel because they can just put out higher volume of the shorts and not interfere with any of the momentum or the expectations of the main channel there.
47:37And then they just still have the saturation, and they get all the ad revenue. As one of the OGs in the creator economy
47:42who's gone through the ups and downs of life, energy, moving Yep.
47:47Challenges, consistency. How do you think about being consistent? I know I mean, I follow your stuff online.
47:54So you had mentioned you now you're building AI software. You have a live show. You've had certain seasons where you've been more consistent.
48:01Multiple channels, short form, long form, live streaming. What is your current perspective for yourself personally?
48:08How are you staying consistent?
48:10And I mean, the truth is I largely haven't. I've had a lot of derails. I had, like, the the two car accidents that I rarely talk about, but that that wasn't fun.
48:18Then the one that my mom and sisters was in, which was really not fun. The there was, um, you know, my grandmother passed, so now I'm down to, like, one grandparent left. I only have my grandfather left.
48:30There's, like, a lot of challenges and seasons through life that we will go through. You had multiple health crisis for yourself Yeah. Your wife.
48:39Yeah. You know, you went through building a family. You guys were trying so along so hard with that.
48:43Again, always congratulations to you on that and your beautiful family, man. Like, really happy for you that that, but you haven't had a easy go of it either.
48:51The thing that allowed you to be consistent was how many people you had that you could depend on. 100%. And the team to the team level, I think.
48:58You got to the team level For the solo and working class content creator, one of the reasons I'm so passionate and bullish about AI is that it can get people through those tough seasons if they can optimize, if they can put out more content, if they can have more momentum.
49:12For the people who can't afford or haven't gotten to that team level yet, AI is the competitive advantage for them, and it really can scale that working class content career who only has ten hours a week, twenty hours a week.
49:25It's really there for them. For that person, I'm not telling you to take yourself out of your content. But if there are things that it allows you to show up in the way that you need to instead of not at all or show up somehow instead of not all, imperfect as it might be, then that's better.
49:42Because I can tell you, the thing that derails your content the most is just not uploading, just not posting. Uh, done is always better than perfect. Perfect very easily becomes the enemy of good.
49:52Yeah. And the universe, like, entropy is a real thing.
49:57You need to have an action bias. Outputs matter, and quality of is subjective. Quantity isn't.
50:03It's real. It's tangible. Something exists or it doesn't.
50:07Imperfect as it may be, put the points on the board. So I would say, from my own experience, the things that have helped me in times of consistency is you rise or fall to the efficiency of your systems, but also your support.
50:20The thing that'll help you be consistent is you have to have a structure, orderly life. You have separation in life.
50:27Hey. Here's when I go down, and I'm in my office, or here's a corner of my space that's my office. Work is here, and life starts here.
50:35And that's you have to have those boundaries. Structure is not this negative trap or prison when it comes to constraints. It's this blessing called boundaries that allows you to be able to just go into what I jokingly call battle mode.
50:50When it's like, you're on, you're on. You just you're on.
50:53Go into battle mode. If you have a battle mode, you can go in. You can get your content done, and then you don't need to just be have this, um, unhealthy attachment to your work to where when it's time to stop, you can stop, and you can be a human being, and you can have a life.
51:08But if you don't have the structure and boundaries, if you don't have systems so that when you are starting something, you're not starting from scratch every single time with your very limited resource of time and your limited bandwidth, energy, attention, you know, especially if you're a working class creator who has a family, then you have all these competing priorities.
51:28Why not use the best systems and tools possible? That's where the AI resistance is frustrating to me is, like, you can compress your time. There is a nobility in doing things 100% yourself and your own.
51:41But is that fair to put two hours into your craft instead of twenty minutes when you could take the difference of that and give it to your spouse or your children or to the parts of your life that might actually be very fruitful and meaningful, like your health, your wellness, your sleep, your rest, or the part of your career that can, you know, up your money to give you more resources to throw at your passion later.
52:04It's about having those priorities. So I think structure, systems, when you can, the support of people, people whether it's in your community, whether it's your family, whether it's your spouse, whether it's your freelancers, whether it's your full time team, support is really going to be make or break for a lot of people.
52:21I think that if you use AI tools and systems properly to buy back your time and to make more money, you get to invest more in the human levels of support because you have more resources to do it, and you got more time to invest and to train people or to be trained by people or to do the human networking that can enhance you in these other ways, give you more opportunities.
52:43So systems, structure, support, strategy. We talked about all these tips and tools.
52:48The thing that we keep coming back to is intentionality. It's the thoughtfulness behind what you're doing. I'm not telling you to outsource your thinking to the AI.
52:56I'm telling you that you already have gaps in your thinking. You have gaps in your energy, your, um, cognitive ability through no fault of your own.
53:04You work a forty, fifty hour work week. How much brainpower do you have left? You're cooked, as the kids would say.
53:09Right? So what's so wrong about using a supplemental system?
53:14It's not about outsourcing all of it. It's about what about making up the difference because your battery's running low? How's that unreasonable?
53:21Why not be kind to yourself and do that? So that's my point of view that loops everything we talked about. It was a lot of threads to connect.
53:28I think I brought it all back together. So if I want to be more consistent and when I want to be, it's systems, structures,
53:35support, and strategy. If you have those things nailed, then you're gonna do well. Yeah.
53:40There's a lot of tactics in there, and that was a very valuable section. I also pre appreciate your vulnerability, though. That life is just real.
53:47Yeah. Something about about, um, like, some seasons you're thriving and maybe some seasons you're surviving. And it's about just getting through it.
53:55Like Absolutely. Seasons change. It's not always winter.
53:58Summer's coming around the corner. And then sometimes when it's summer, maybe we're at a peak. Energy's high.
54:03Winter's also on the way. So just being prepared for the long haul. And you've lived that.
54:07Yeah. And they keep sharing you. Yeah.
54:09Sorry to hear about all like, that's that's crazy to see that many car wrecks for you and your family all in, like, a closed window.
54:16It was not a fun time. Jeez.
54:19And, uh, and that I I know is encouraging to our listeners. I have, like, a couple final questions for you. Sure.
54:24But I do want you to shout out, of course, your stuff before we get there. We'll link it up in the show notes. Sure.
54:29Um, you wrote a great book. Create something awesome. Create something awesome.
54:32We'll link that up in the show notes. When second edition drop? Ideally, it'll drop this year.
54:36Yeah. If I need more time to let it cook, then at the latest, it'll be early next year. Okay.
54:41And then where else? I mean, we'll link your stuff up. But anything else you wanna shout out?
54:44Sure. I mean, you can ask your final questions here in a second, but if you guys can work with me at awesomecreatoracademy.com,
54:50you can definitely find the book, Create Something Awesome, How Creators Are Profiting from Their Passion. It's in Amazon and everywhere books are sold. Um, and then something I'm experimenting with is creatorscorecards.com.
55:01That is, um, one of the more public facing tools because I have my own secret tools that me and my clients use. But that's the one that I'm kind of, like, putting out there in the public. It's a way of letting creators really see their YouTube analytics in a different way and see them more the way I see them because there are things that YouTube gives you in the data API, but a lot of creators don't see them, don't use them, or YouTube doesn't even visualize these things.
55:25Or there are some manual calculations you would throw in there that YouTube doesn't give you. It'll give you the raw numbers, but not percent or comparisons, like seeing the percentage breakdown of your own output of long form to short form or the ratio of here's how here's the weight distribution of your views in different brackets categories, or, oh, did you know that of the hunt last 100 videos you did, here's the percentage of views you got from the top 20 of them?
55:51Like, just seeing that kind of stuff changes your entire mentality of priorities and things like the eighty twenty rule. And is that free, and there's also a paid model? Yeah.
56:00There's free and paid tiers of that with creatorscorecards.com. And then we're also doing benchmarking data. So every channel that gets analyzed, we, like, you know, snapshot some data.
56:09It's all anonymized. Snapshots some data so you can kind of compare and say, oh, channels my size are performing this way on average and doing this. And so we get some cool, um, data from that, and people get to use it.
56:21So
56:22put that out there. A couple final things, and we'll link all that stuff up. Thanks for sharing that.
56:26Um, you mentioned clippers earlier. This is maybe a new concept for people. Clippers as a type of creative, a whole network.
56:38Explain the concept. And for the percentage of people listening to this, it might be something they wanna do.
56:43How do you do it? How do you get in touch with them or find them? Do you want it from the point of origin creator side or the freelancer side of being a clipper and how Yeah.
56:52The creator like, what it is just at a high level. I of course Mhmm. You know, I think it was an interesting one.
56:58There's there's the Logan Paul impulsive podcast. He had somebody on that I don't even listen to that podcast, but I watched.
57:04But you see clips of it. Yeah. I I not only see clips of it, but I'm trying to think, oh, he had Joel Osteen on.
57:09Yeah. And and he was like, hey, Joel. You should get some clippers.
57:12Yeah. So Logan Paul told Joel Osteen, do you have Clippers? He goes, what's a Clipper?
57:16Joel Joel Osteen or, like, a doctor Phil or somebody. It's not just for entertainers like Logan Paul, but for, like, really any type of creator you could think of. So, um, a Clipper would be there's a couple ways to approach this.
57:27For streamers, they've been doing this for a while. Yeah. And they tasked their mods with being clippers and finding the best parts of their livestream, chopping those up to clips, and distributing them, um, not only for the On different channels.
57:39Different channels. So they're distributing the clips Not just on the creator's account. Yeah.
57:43But they're also what a lot of them do is they say, hey. I just want more people to see me, and I want more distribution. I want infinite scale.
57:51Yeah. And therefore, what the creator is doing is paying them for every 100,000 views that they're, um, that they generate.
58:00So you only pay if or total views. So each time Some of them might offer a base plus performance.
58:08Some people offer base performance. If somebody's doing a paid mod team, then the base might already just come from their moderator duties because they get paid for that, but the creators often also let them keep any monetization on the because they just want awareness.
58:24So so freelance video editors work with channels of any size and But usually the more popular ones.
58:34Per view. Yep. So there are freelance clippers that work for MrBeast.
58:38Mhmm. I mean, you'll see people in the comments that are like, yeah, I got $1,000 An army of them. There's an army of them.
58:44So people doing it at this at the highest level, there's some some entrepreneurs that maybe have money they really wanna spend on personal branding, spend $10,000 a month, a $100,000 a month.
58:54Imagine spending $50
58:56for a 100,000 views, and they're real views. They're they're organic, all algorithmic driven because you're Is that the I mean, the numbers range, but 50 for 50,000 views sounds like a great deal. $50 for a 100,000 views.
59:07$50 for a 100,000 views. Is that a real thing?
59:12That's a real thing. That is a real number, and that's on the higher end in some cases. Okay.
59:17In some cases. There are some people who get more than that. So where do you find the numbers?
59:20Some people get less. Usually, people from their own community Okay. From their own community.
59:25And, again, it's because of this opportunity, especially young people. So imagine that your favorite creator puts out a call for Clippers or they go through a website where oh, and that's my favorite one of my favorite creators.
59:38And so imagine you're a fan of Logan Paul or I show speed or KSI or mister beast or just any creator, but I'm just naming the big ones, the names that we would all know Yeah. And who obviously have money.
59:50These are guys who are rich. They have a budget. And you go if you're a young kid in high school or college and you go, well, I watch content, and I believe I know these platforms, these algorithms, oh, I've been editing my own stuff, and it's like, I get compliments.
1:00:02I just don't get a ton of views on my own stuff because no one knows who I am. And then you realize, alright.
1:00:07I'm gonna be given permission to make a MrBeast or a Logan Paul fan account, and I get to keep all the revenue I generate, and I'll get paid for performance.
1:00:17Yeah. And I like editing,
1:00:19and that's gonna go to my proposal. So if they start up a fan account, that makes sense because the person that wants the influence just wants awareness.
1:00:28Yes. Because they just want the distribution now. Could be on all kinds of different accounts, tons of TikTok accounts, YouTube Shorts accounts.
1:00:33These clips could go everywhere. But you gotta do the reporting just like how when you and I worked in regular jobs. And, like, well, I was a marketing manager at a company.
1:00:41I had to, when I did stuff for the company, give a spreadsheet, um, that gives you the data for all the websites the company has and all the traffic and So maybe not just the results. You see the views, but the back end analytics so you see that it didn't all come from India or something. Exactly.
1:00:55And you'd be granting the creator access to those analytics and everything, so there's an accountability mechanism there. And so then you're getting paid out properly, and you can't cheat the system. So for people that are hearing about this the first time, it it could be argued that, like, an individual like a Luke Belmar.
1:01:09You familiar with who that is? Uh, I've heard the name. Like,
1:01:13maybe he had good timing. I know this is still happening right now. Uh, he made some money in crypto,
1:01:19but we'll talk about I think he might have been spending 10 k to a $100,000 a month in clippers. But think about So if spend it's, like, $50 for a 100,000, let's just say it was What's crazy amounts of reach? All of sudden billions of views.
1:01:32Yeah. And so think about it like this. If you're getting billions of views of attention, and you I you and I know that with short form especially, because we know now we have the data now.
1:01:41YouTube didn't put this data out there before, but now we know we see new viewers, casual viewers, returning viewers. If you're doing like, if you have a 100 kids working for you that each are pulling in a million views a month, you're getting a 100,000,000 views a month Yeah.
1:02:00For not a lot of money No. It's crazy to think about.
1:02:04And the point the point of this that people are like, oh, I see you everywhere. So think about this. I saw your face everywhere.
1:02:09If you have going viral everywhere. If you have a back end where you sell anything and you're paying 5 think about it like this. You can't buy regular ad distribution and get a 100,000,000 views for $5,000 a month from Google.
1:02:23No. Not even for fortune.
1:02:25Not even for regular PPC banner ads. And this is gonna be video content
1:02:30that is already high quality content that you already put money into production. A big point is that put the effort into editing. Big key is to fuel the clippers With quality content.
1:02:41Is not just the content, a, but content that's clippable and these now some of these clippers might be able to make magic happen better than you could have ever imagined, but, nevertheless, it's still predicated on the input. Exactly.
1:02:54Garbage in, garbage out. Yeah. So then you already spent money.
1:02:57See, this is just long tail extending your investment.
1:03:01You put money into the beautiful studio, the work that you're doing. Maybe you have a cohost podcast locations, um, whatever your interviews, whatever you're doing.
1:03:11You put money into that. Now you're expand you're extending the lifespan of that investment because you're scaling it past just what your own account generates now. Yes.
1:03:19Because now you have an army of a hundred hundred fifty clippers out here. You put a couple thousand bucks.
1:03:25And for these kids, it's good money for them. And they like doing it, and it's building their portfolio. And they can be working for multiple people, and they can gain this distribution.
1:03:33They could be using OpusClip, for example, and they could be having five, six, seven accounts each themselves. So, like, yeah, you have a 100 Clippers. Every one of those clippers for all you know has 10 accounts because that's how they're getting you the aggregate of the views.
1:03:44Their feature accounts might be like success tips.
1:03:47So then they anybody they work for, they're just posting those. And then, again, 10 of their clips might fail, but one that's part of its volume. And that it's just volume.
1:03:55It's just as Hermozzi would say, it's such a volume of work
1:03:59that it would be unlikely or unreasonable for you to fail. Yeah.
1:04:04Yeah. Do so many outputs that it would be unreasonable. For you to fail.
1:04:08So think about it like this. We already said that short form, the optimal for it is, like, 10 plus a day if you're really gonna go hard. Yeah.
1:04:16These kids are money hungry and incentivized to do that and to have multiple accounts. They could do 10 a day on 10 accounts.
1:04:23So now you have a 100 kids putting out a 100 videos each a day. Yeah. And they either perform or they don't because that's how they get paid.
1:04:32Sure. And so And you only pay on performance. And so think about it like this.
1:04:37Let's say because they all wanna make some decent money and you're paying $50 for, uh, a 100,000 views, all of them wanna get $500. So all of them have a real incentive to try to get you, like, a million views every month each.
1:04:49Yeah. So now you have a 100,000,000 views on the line in the pipeline. Sean, what percentage of that, if you have any kind of reasonably priced mid to high ticket offer, do you need to convert out of a 100,000,000 views?
1:05:03How many of what percentage of that do you need to convert to make real money? Well, the crazy thing is, I mean, even just in online marketing and stuff, it you could call one to 2%, and you might have diminishing returns. But you said a 100,000,000 views?
1:05:15100,000,000 views. Let's go with a point 1%.
1:05:18Let's be let's Yeah. Well, think I did it wrong, but oh, yeah. I was gonna multiply.
1:05:23So you take a 100,000,000 views Mhmm. Multiplied by point zero one is a million.
1:05:28Right. People would be the per yeah. That would potentially convert on something.
1:05:33And if we just go down, let's just take a zero off of that. Okay. 100,000, 10,000.
1:05:40Let's just take take it let's just take it two zeros down to 10,000 customers generated off of a 100,000,000 views. Like, that's, like, barely this thing's barely working. Okay?
1:05:49So that's, like, even point 1%. It's, like, um, you know, a fraction of that, but it's still 10,000 customers.
1:05:57If you sell anything about it, you spent $5,000 to get 10,000 customers or even 10,000 leads that could be customers, you're fine.
1:06:08If you sell anything at all in the world, you are doing just fine in terms of making a good return on your investment. You're not worried about breaking even at that point. And this sheer volume and scale of attention that that can now backchannel to your main content in the first place, if even the if even, um, a percentage of that, a mill 1% of that translated back to your own main channel's long form, you just add a million views to your pipeline.
1:06:39If you have a even halfway decent RPM on YouTube, you just made profit off the money you spent for the clipping distribution, and that's at a 1%
1:06:51back channel conversion rate to long form views. Yeah. Well, there you go.
1:06:55Think Media Podcast number one. Clipping industrial complex. The clipping industrial complex.
1:06:59Knowing what's happening in the creator economy, a lot of nuggets in this episode. Uh, of course, number two, um, you could think about applying that, and everything's like factors of scale.
1:07:08OpusClip, which by the way, you know, we've worked with OpusClip in the past, but it's one of our favorite softwares. Our affiliate link will be in the description. We use op OpusClip in our workflow to take our video podcast to identify clips, you know, turn it into vertical, which is the same idea, but that's AI an AI tool that lets your everyday creator get into the game of clips for longer form content.
1:07:30But the investor
1:07:31And finding the things within your content that are theoretically more clippable. Yeah. Oh, Oprah does a great job.
1:07:36Scores them and all that kind of stuff. So that's a cool resource. Roberto's got a bunch of resources as well in the description.
1:07:42And as usual, if you've been getting value from the Think Media Podcast, always means the world. If you like, rate, review, share wherever you watch or listen, my name is Sean Cannell, your guide to building a profitable YouTube channel, and I can't wait to connect with you in a future episode.
The Hook

The bait, then the rug-pull.

In a single opening line, the premise lands cleanly: what worked a decade ago is no longer the map. Roberto Blake and Sean Cannell spend the next 68 minutes redrawing it -- covering AI tool stacks, Shorts cadence math, device-first content strategy, and a clipping economy that can move 100 million views for the price of a modest paid ad budget.

CTA Breakdown

How they asked for the click.

MENTIONED ON CAMERA
01:23toolYouTube Ask Studio ↗
02:10toolvidIQ ↗
02:17tool1of10 ↗
03:20toolAdobe Photoshop + Adobe Firefly ↗
33:05toolOpusClip ↗
2:01:25toolcreatorscorecards.com ↗
52:03bookCreate Something Awesome ↗
51:30linkawesomecreatoracademy.com ↗
51:35linkMyCreatorQuiz.com ↗
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AFFILIATECommission earned if you click.
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