Virality Expert: The New Era of Social Media Can Make You Filthy Rich
A 100-minute sit-down with the strategist behind 80 billion views on suspense, stakes, repeatable formats and turning attention into revenue.
Posted
5 days ago
Duration
Format
Interview
educational
Views
25.6K
324 likes
57 · 43
Big Idea
The argument in one line.
Views come from holding suspense and raising the stakes inside a simple repeatable format, and reaching people beyond your core buyer is what grows the business.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
A business owner posting short-form content that gets a few hundred views and wants to know why the videos die in the first seconds.
An expert or coach who only makes niche, bottom-of-funnel content and has hit a ceiling on reach and revenue.
Someone trying to find a repeatable series format for their brand instead of one-off talking-head tips.
A marketer deciding how organic content, paid ads and branded entertainment should feed each other.
SKIP IF…
You want a step-by-step long-form YouTube strategy; the guest says plainly she hasn't built long-form yet.
You want tool tutorials; AI and posting tools come up only briefly near the end.
You dislike loose three-way podcast banter; there are tangents and three sponsor reads.
TL;DR
The full version, fast.
Short-form views come from psychology more than luck: open a curiosity loop in the first three seconds and don't pay it off until the end, because watch time drives distribution. The guest argues that talking only to your ideal buyer caps your reach, so business owners should entertain the masses, educate the interested and sell to the committed. Stakes go up through location, props, wardrobe and casting, and the best channels run a simple, repeatable, scalable, bingeable, batchable format. Hooks get rewritten when the viewer could say 'duh', scripting raises the hit rate, and the best organic posts become paid ads. Fear of being seen failing is the real block, and it is fixed by building competence.
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The hosts stack the guest's credentials (80 billion views, Raising Cane's, Land Rover, a million-dollar month) and tease the Mr. Beast follow.
00:54 – 06:00
02 · Open a loop, pay it off last
Tension creates retention: plant an emotion and a curiosity gap in the first three seconds and hold the answer until the end, because watch time is what every platform rewards.
06:00 – 15:00
03 · Entertain the masses
Why 'I only want the right views' is ego protection, the cross-stitcher who went to 250K views a post by going wider, and Caleb Hammer as proof that a repeatable format beats niche value content.
15:00 – 20:47
04 · Cringe mountain and the SRSBB format
Everyone has 100 bad videos to get out; viral content takes the same effort as bad content once you find a simple, repeatable, scalable, bingeable, batchable format. Includes a Pineda Partners ad read.
20:47 – 24:02
05 · Raise the stakes
Location, props, wardrobe and casting as the four stake-raisers, the nine-year-old closing real estate deals, and the camera-shy husband who hit a million followers in 29 silent videos.
24:02 – 30:02
06 · Live audit: hooks, STD and HOE
A teardown of the host's golf shorts: if the viewer can say 'duh' after your opening line, rewrite it. Then two scripting frameworks: Struggle-Topic-Desire and Hook-Objection-Explanation.
30:02 – 32:46
07 · Making trends your own
The hosts disagree about copying trends; the guest's answer is to take the trend and raise its stakes or show an unseen side, as with Amy Porterfield and her husband.
32:46 – 38:44
08 · Posting cadence and burnout
Start at whatever pace you won't quit, fix the video before you scale volume, and burnout defined as inputs no longer matching outputs. Ryan explains why his golf channel gets less effort.
38:44 – 45:27
09 · Golf content and the belief problem
Gamify bucket-list trips, the Hot Ones first season nobody watched, and Jefferson Fisher going wide with communication tips instead of trial law. Includes an M19 mastermind ad read.
45:27 – 47:40
10 · Suspense is the whole game
The 15-actor prank studio, the cop-car 'unboxing' that hit 200 million views, and why the ability to hold suspense separates good creators from the best.
47:40 – 56:40
11 · A lean content team
Start with no team. Show, don't tell: a yap video remade with props got 2M views and a Mr. Beast follow. Her setup is one coach plus one editor, with VAs reposting the back catalog every 91 days.
56:40 – 1:00:20
12 · Agency revenue and microdramas
Eight brand clients a year at $35K+ a month retainers, $1-2M from distributing the catalog, and brands now funding vertical AI microdramas because overt ads get scrolled.
1:00:20 – 1:03:20
13 · Confidence comes from competence
The coaching offer for people who can't afford the agency, the million-dollar month, and a $10M year from ad revenue share alone. Includes a Taylor Tax ad read.
1:03:20 – 1:12:08
14 · Ads, scripting and stories
Run paid ads on your best organic posts, script to raise your batting average, WWE and Banana Ball as honest scripted entertainment, and the billion-view story formula built on suspense and stakes.
1:12:08 – 1:15:21
15 · Design the comment section in reverse
The wine-pie video with the open fly (14M views) and the 'Missy Elliott method': decide what people will comment and share before you shoot.
1:15:21 – 1:17:21
16 · Future: live, AI dramas, logo clipping
Livestreaming as proof you're real, a billion views in 20 days on AI videos, banner ads on viral clips, and a wrinkle-cream microdrama that works as an ad nobody minds.
1:17:21 – 1:20:48
17 · Afraid of being seen failing
Name the fear out loud, use trial reels so nobody you know sees the early ones, and note that Kevin Hart and LeBron publish their bad golf on purpose.
1:20:48 – 1:30:35
18 · Where ideas come from
Wrap the idea in a story (glassblowing for women going through divorce), mine Reddit and Google Trends, react to proven viral videos in your niche, and the 90% rule for the first sentence.
1:30:35 – 1:34:35
19 · Funnels, actors and the combo method
One video can run top-to-bottom of funnel; when a founder hates the camera, hire a face; combine two things that don't go together.
1:34:35 – 1:38:20
20 · AI editing and coaching tools
Vibe-editing with the newest ChatGPT model, and a custom-built AI coach that reads each member's metrics and nudges them when they miss posting commitments.
1:38:20 – 1:40:16
21 · Platforms and sign-off
Create for one primary platform, syndicate to the rest, and why LinkedIn waits until there's fulfillment capacity.
Atomic Insights
Lines worth screenshotting.
If a viewer could say 'duh' after your first sentence, you stated a fact instead of opening a loop, so the hook needs a rewrite.
Front-loading the value tells the viewer they're done; holding the payoff until the end is what keeps watch time.
'I only want the right views' is usually ego protection from someone who doesn't know how to get a lot of views.
Talking only to your core buyer reaches the 5% already searching and ignores the 95% who could become interested.
Everyone has about 100 bad videos to get out before the good ones; that's the entry fee.
A camera-shy man who never spoke on camera reached a million followers in 29 videos by following a curiosity and stakes formula.
Viral content doesn't take more work than weak content once the format is decided; it takes more thinking up front.
Burnout is often just inputs no longer matching outputs: the reward stopped being worth the effort.
Hot Ones had a first season nobody watched, kept going, and later exited for $86.5 million.
A cop-car 'unboxing' skit reached 200 million views because it used the same mystery structure as a real unboxing video.
One coach, one editor, and VAs reposting a five-year-old back catalog supports dozens of posts a day.
Widening a coach's content from one angry note to his marriage and his humor took him from $6M to $10M in a year.
Test ideas free with organic posts, then spend ad money only on the ones that already proved themselves.
Design the comment section before you shoot: decide what people will say and why they'd share it.
Most people aren't afraid of failing, they're afraid of being seen failing.
People only get confident in something after they get competent at it.
The first sentence should matter to nine out of ten people scrolling; narrow to your niche later in the same video.
Brands are paying for vertical microdramas because content that looks like an ad gets scrolled past.
Takeaway
Suspense and stakes beat volume and value
WHAT TO LEARN
Reach comes from holding a question open, raising what's at stake, and repeating a format, and going wider than your buyer is what grows revenue.
02Open a loop, pay it off last
Plant an emotion and an unanswered question in the first three seconds, then hold the answer until the end, because the tension is what keeps people watching.
Front-loading all the value feels generous but tells the viewer they're done, which kills the watch time platforms use to decide distribution.
03Entertain the masses
Talking only to your core buyer reaches the 5% already looking and ignores the 95% who could become interested if the topic were framed more broadly.
Go wider with a relatable angle on your niche (a cross-stitcher stitching her son's drawings into a graduation hoodie) and your real audience is still inside the bigger net.
Run three tiers of content: entertain the masses, educate the interested, sell to the committed.
04Cringe mountain and the SRSBB format
Expect roughly 100 bad videos before the good ones; that discomfort is the entry fee, not a sign you lack talent.
Hunt for a format that is simple, repeatable, scalable, bingeable and batchable, so one filming day produces weeks of episodes.
05Raise the stakes
Raise the stakes visually with at least three of four levers: location, props, wardrobe and casting.
A boring claim becomes watchable when the stakes change, like a nine-year-old following a real-estate closing script to close six-figure deals.
06Live audit: hooks, STD and HOE
If a viewer could reply 'duh' to your first sentence, you stated a fact instead of opening a question, so rewrite the hook.
Struggle-Topic-Desire: list ten struggles, ten topics and ten desires of your buyer, then mix them into dozens of targeted hooks.
Hook-Objection-Explanation: make a surprising claim, voice what the viewer is thinking against it, then explain the twist.
07Making trends your own
Copying a trend word for word gives nothing back; take the trend and raise its stakes or show a side of yourself people haven't seen.
08Posting cadence and burnout
Post at whatever frequency you won't quit, then build up, since scaling volume on a weak video just scales the failure.
Burnout is often inputs no longer matching outputs: the reward stopped being worth the effort, which is a decision to make on purpose.
09Golf content and the belief problem
Shows rarely work from episode one; Hot Ones had a dead first season, kept going, and later exited for $86.5 million.
A trial lawyer grew past six million followers by teaching everyday communication instead of law, and that wider relevance fed his core business.
10Suspense is the whole game
Suspense is the skill that separates good creators from the best: keep the viewer asking what happens next, then pay it off.
11A lean content team
You don't need a content team to start, and hiring before you know what works burns money.
Demonstrating an idea with props and metaphor beats talking about it, because anyone can talk and almost no one shows proof.
Old videos are assets: reposting a back catalog after the platform's 90-day window keeps your face in front of people for free.
12Agency revenue and microdramas
Brands are moving budget into entertainment that carries a message, like vertical microdramas, because content that looks like an ad gets scrolled.
13Confidence comes from competence
People become confident in something only after they become competent at it, so building skill is the fix for camera fear.
14Ads, scripting and stories
Test ideas free with organic posts, then spend ad money only on the posts that already proved themselves.
Scripting raises your hit rate: planning the moments in advance turns one shoot day into many usable clips instead of hours of footage to search.
Every strong story needs a problem, a villain (sometimes yourself), rising stakes and suspense that holds until the resolution.
15Design the comment section in reverse
Decide before filming what you want people to comment on and why they'd share it, then build those triggers into the video.
16Future: live, AI dramas, logo clipping
Live streaming is gaining value because it proves you're real and lets viewers watch you actually do the work.
What people say they want to watch and what they actually watch are different, so trust the retention data over the survey answers.
17Afraid of being seen failing
Most people aren't afraid of failing, they're afraid of being seen failing, especially experts who don't want to look like beginners.
Say the fear out loud; once it's named, it usually stops sounding like a good reason to stay quiet.
18Where ideas come from
The idea matters less than the story around it; even glassblowing works when it's framed around a real human stake.
Find ideas where people already talk openly (Reddit, Google Trends, top posts in your niche), strip out the niche and study why they worked.
Make the first sentence matter to nine out of ten people scrolling, then narrow toward your niche as the video goes on.
19Funnels, actors and the combo method
If a founder hates being on camera, hire a face for the brand rather than forcing performances that look fake.
Combining two things that don't usually go together creates novelty that stops the scroll.
20AI editing and coaching tools
AI models can now handle real video edits from plain instructions, and AI accountability coaches can make group programs feel one-to-one.
21Platforms and sign-off
Create for one main platform, then post the finished video everywhere else, since the hard part is already done.
Glossary
Terms worth knowing.
Open loop
A question or unresolved tension planted at the start of a video that the viewer wants answered, so they keep watching until the payoff.
Top, middle and bottom of funnel
Content aimed at broad awareness, at people actively interested in a topic, and at people ready to buy, respectively.
SRSBB
Simple, repeatable, scalable, bingeable, batchable: a test for whether a content format can run as a series and be filmed in batches.
Trial reels
An Instagram feature that shows a reel to non-followers first, so you can test content without your existing audience seeing it.
Microdrama
A short vertical scripted series, often 60 to 90 seconds per episode, increasingly funded by brands as entertainment with a product woven in.
Logo clipping
Placing a brand's banner or call to action on popular viral clips to buy attention at scale without making original ads.
Retargeting
Showing ads to people who already watched or engaged with your content, a warmer and cheaper audience than strangers.
Ad revenue share (AdSense)
Money platforms like YouTube, Facebook and Snapchat pay creators from ads shown during their videos.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
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metaphoranalogystory
You've gotten over 80 billion views online. You've worked with some of the biggest brands like Raising Cane's, Land Rover, and many others. What's the most you've made in one month because of your content?
From the content, a million dollar month. That video did over 2 million views, got a follow from Mr. Beast, and now we're working with his team to help them, which feels crazy because he's the best creator in the world.
But there's content coaches popping up on Instagram, left, right, and center. Beast is not following them. The difference is...
I showed and not just told it. Man, we get more views than SNL, than Jimmy Kimmel, than the Grammys, than the Super Bowl combined in a single day. So Adlai, you've gotten over 80 billion views online.
You've worked with some of the biggest brands like Raising Cane's, Land Rover, and many others. I mean, what's the secret today? Because it seems like it's getting harder to stand out on social media and go viral, but it seems to be getting easier for you.
It is. I would say people over the last five years were saying how saturated it felt. Well, now with AI, everybody is not just a content creator now, but everybody's able to triple and 5X their volume, anybody who was a content creator.
So it is definitely harder to stand out until you know the psychology of what makes people stop. And it sounds cliche, like it's all psychology, but it is. And so in the very first three seconds, what we have to do is create an emotion in the viewer and open a loop.
and then do not pay off that loop until the very end. And that's not something we're just making up. This is age -old storytelling principles.
But like any movie or sitcom that you would watch, it's that tension that creates the retention, you know, to where if the Avengers save the world halfway through the movie, it's over. But no one's treating their social media content like that. They're just trying to add value right in the beginning and then keep it short and sweet, but they're negating watch time, which is the love language of every single platform.
What is a loop? I would say an open loop to where you create an itch. Like if I scratch you or you're itching right now, you're not going to do anything else or think about anything else until you scratch that itch that was created.
And we can do that with our content by planting a big idea or a big claim or saying something bold that presses on people's sensibilities. Whether it was a belief about... saving them time or money or status or fear the traditional ways that you would sell somebody on something that are embedded subconsciously but we just press on that and open it in the first three seconds draw people in and then do not answer that question do not scratch that itch until the very end of the video so it's kind of like a question that you create in the person's mind in the beginning of the video yeah curiosity either what is he doing where is this going why does she believe that crazy thing what is going to happen and so knowing that these main psychological triggers are all around us you can just choose which string you want to pull once you know the frameworks of how to do that you can do it with anything so I mean you obviously just look like a content creator and you look like somebody who's born to do entertainment and you know, everything else.
And you were telling us before, you know, you were on tour as a singer, you were lead or a, you know, opening shows for Blake Shelton, you're a cheerleader. So clearly like you're meant for show business and content, but like most business owners don't feel that way. No, you know, they're, I'm introverted.
I like forced myself to do this stuff and now it like, it doesn't. It's not that hard anymore because I've gotten so many reps. But before I was like, man, am I going to really look like an idiot on camera and dance and do stupid crap?
Because that's how I got started on TikTok. Like I just started just doing the dance trends. Really?
Yeah, because there was no one teaching it. I started in 2020 and I was like, well, I guess you dance. Like, that's just what you do.
We got to throw up a clip of you dancing. It was great. I suck at dancing.
And so, um, and you know what started to happen? I just was like, I suck at this so bad that I'm like, I just started talking to the phone and doing these yap videos that are now popping today. But I was doing that originally.
And I'm like, well, this is how I flipped this house and blah, blah, blah. And then, you know, they worked. Yeah.
So it's like my journey, I feel like it's probably similar to other entrepreneurs who are like, what the heck am I even supposed to do? Why is this even worth it? Yeah.
But it is the secret sauce. And it's actually the biggest objection that I have to overcome because people will see me or my content and they're like, that's what it's going to take. And I'm either not that naturally or I don't want to be that.
And so we tell people like, you do not have to be silly. I'm silly. That's authentic to me.
You don't have to be silly, but you do have to be interesting. And so not everybody's going to resonate with me. Not everybody's going to resonate with you or you.
We all have to bring our own individual, unique energy into what we do. So if there's six guys talking about business, they should not all look the same. They should all use whatever is their magnetic and effortless ease into their content, like you did when you stopped dancing because you're like, hate that.
But I'm going to do what is natural to me, and that's when it worked. Right. So do you think anyone can go viral?
I know anybody can go viral. Even the most boring person ever. You could make a video watching paint dry if you storytell it good enough.
Okay. It is just the frameworks. And that is why I'm so confident that we, and have the proof that we could do this for anybody because you could take somebody as boring as cardboard and actually use that to their advantage because it creates a pattern interrupt.
The most dry person ever. Yeah. Yes.
Yes. A friend of ours, he was like, I'm going to get a million followers on TikTok. Watch how fast.
And he just acted. dumb and like an old boomer who didn't know how to work anything. People loved it because they were like, look at this old boomer trying to figure out TikTok.
And he was doing a bit, but he was just going the opposite way, pressing on what people wanted to see, which is people be embarrassed or old people not being able to figure out social media. And he just leaned into it, but was so categorically boring that it worked because you're not used to seeing it on the apps. What are the frameworks for going viral?
So we have about We have about 30 different frameworks for, you can call it virality, you can call it viewership. Virality has a bad connotation around it right now, but really we can call views a vanity metric all that we want, but tell me one person who doesn't want more of them.
It's free distribution. So when we talk about virality, it's really just viewership because nobody can buy from you if they don't know you exist. If I gave you one free billboard in Vegas.
or 100 free billboards in Vegas, which one are you going to choose? 100. 100 because you're more likely to be remembered and people buy from people that they trust that they have more and more exposure to.
So I don't care if people go viral, but it's kind of like when you coach people to become millionaires. You start with the mindset of it because it is the reps game, it is the courage, and it's less about the money and it's more who you become in the process. And the same thing applies to content creation.
I think a lot of people are... in denial when it comes to like views, because I talk to a lot of entrepreneurs and they're like, oh, well, I don't I don't want a lot of views. I just want the right views.
But then you're just like, dude, that just sounds like an excuse because you don't know how to get a lot of views. Yes. It's protecting your ego because you just don't know the frameworks.
Because if they could have half a million view videos every single time and get that much awareness on their mission, their message, their product, their service, they would. And so we teach people to cast a wider net of visibility that your core audience is still inside. So I'm just assuming, yeah, these are the right views.
We're not going to have you go get a bunch of views that don't. aren't going to entertain your audience. But our thesis is entertain the masses, educate the interested, sell to the committed.
Because a lot of people are just playing small because they don't know. Do you need different videos for each? Yes.
So different way to say maybe top of funnel, middle of the funnel, bottom of the funnel. There's content for growth, for awareness, where if you want to sell to moms that are newborn parents, that are parents of a newborn. You don't just have to talk to their pain uniquely all of the time.
That'd be very bottom or middle of the funnel. What else are moms interested in? What is that core IP?
What is your core ICP? Also curious and do they like handbags? Yeah.
Let's talk about that. Let's create some top of funnel content that has potential to get more views to heat up your profile so that more people know that you exist. Come back to your profile.
You can run retargeting ads to a much bigger, warmer audience and build that omnipresence. We're like, oh, I see her everywhere. So I'm curious to hear your thoughts on this because as we're talking about it, I think a lot of the people Brian's referring to are people who just only work bottom of funnel, right?
Yeah. So all of their content is literally super niche about a specific thing that they sell and there's a CTA at the end every time for some free lead magnet or whatever bull crap. And they're like, hey, this is whatever, you know, this is just the only people I want.
And then you're saying, hey, well, those people, there's a lot more people who may want that that you're not reaching because that content is so niche and so boring. Yeah. And so it's better to just be.
Well, you know, that's not bad to have, but you also need the other steps. Exactly. And the people who come into viral -ish thinking, I just need to talk to my core avatar all the time, are the people most frustrated with their reach and their bank accounts because they're only talking to the 5 % who already deeply really care about that thing in that moment, negating the other 95 % who could.
For example, we have a girl in viral -ish who does cross -stitching. It's like knitting. But different.
Okay. I was like, I don't really know what this is, but here's how we're going to get it a lot of views. Okay.
No one cares about the knitting technique or that you sustainably sourced your yarn or whatever facts, features, benefits that most bottom of the funnel people want to talk about. That's what they're most proud of. But nobody really cares about that.
And even if something is niches cross -stitching, how do you make that go viral? Can she cross -stitch to attract other people into even being interested in that that wouldn't normally be interested in that theme? So we had her start taking her son's art that she would normally throw away, maybe, or that parents would normally be like, oh, you drew this, very cute.
And instead of throwing it away, she would cross -stitch it into a hoodie for him that she's going to give to him at graduation. And so that resonated with... moms who have kids who might be interested in cross -stitching, but were never exposed to it.
She sows nice little messages and surprises into her husband's cufflinks or pants. And so pulling on that relatable relationship string is getting people to know she exists. Now she's averaging quarter million views and up as a baseline on cross -stitching.
It's just understanding how to package yourself to be more interesting to a wider, relatable audience. Are you mainly just focused on short -form video then? Yeah.
Okay. Discovery based content. So what about, where does long form fit into this?
It's on my to -do list. It doesn't exist yet. It'll get there.
Yeah. Yeah. Cause I think about virality and I'm like, okay, to get a viral long form video, I mean, with these kinds of methods, you're, you're at Mr.
Beast type things. Yeah. It's hard to make business content.
Like, I don't know, super entertaining. Like, I mean, I guess you could go do like a show and all this stuff. It comes down to a show.
And I think in 2024, it was like value content. Everyone's like, be valuable, be valuable. Well, then you have a bunch of people just looking the exact same.
Then 2025, it was storytelling content. Now, 2026 and beyond, it's format. It's, oh, Ryan, he's the guy who does this, this, this, this, this.
It's other Ryan. It's Caleb Hammer, like Caleb Hammer right now. Do you know who that is?
He rings a bell. He's the guy that does financial audits, right? Am I saying his name right?
Yeah, Caleb Hammer. Yeah, Caleb Hammer. So he has a show where he brings in two guests, and they talk about their personal finances and their personal issues.
But the guests are always jacked. But they're crazy. It's like Jerry Springer mixed with Dave Ramsey.
But I think he's the top podcast right now. He's so viral. I'll show you him real quick.
He's Dave Ramsey. He's like a young Dave Ramsey, but I don't know if he's Christian or not. He says some wild things.
Yeah, he says wild stuff. And then he brings on wild Jerry Springer type guests. Yeah, but even a guy we met the other day, it was scripture by the slice.
And so instead of just some guy talking about the Bible all the time, he wrapped it into an entertaining format because he's making pizza. So we're anchored to watch a visual transformation and he makes crazy cool different pizzas with his daughter. So now we're pulling in parents.
We're pulling in foodies. And we're wrapping it all in scripture and I'm entertained. But by way of entertainment, I'm being educated by default.
Right. And that's the secret. This is Caleb Hammer.
I don't know if you've ever seen him. But he's getting views. Am I living under a rock?
No, I'll have to look him up later. You've probably seen his shorts. I'll show you his shorts.
His shorts are like super viral. He'll have like a trans lady and like her husband that's addicted to OnlyFans. And then he'll like bring up his.
This is great. They'll bring up his spending. And then it's just like, you've never seen this guy?
No. Oh, really? This is crazy.
But here's the point even about virality, right? This guy is like so viral and yet she's never seen him. But we're in the finance world.
So like in the finance world, he's very well known. And like he was just on Joe Rogan. But what he did is he created a format and then he just repeats the format over and over.
But I would even argue in the business world, people don't know him. I would say people know him. I would say they don't.
Like I would say. he's not a guy in like the entrepreneur business world that people watch. Maybe like the guy, the same guys watching or Mosey and Cardone and they're not, they don't watch him.
They don't even know. I've asked people. Yeah.
Yeah. But I mean, he's getting a hundred million views on Joe Rogan. He's like, uh, I forgot he, he just released an app and he was talking about the numbers.
It's like crazy. It's like super crazy. Like, I don't want to misrepresent, but.
But his thing is for the masses. Like normal people are entertained. Yeah, he has a budgeting app.
So he has a budgeting app. So you go. He needs to go wide.
Exactly. To the masses. Yeah, exactly.
For the everyday person that wants to save $100 or $500 a month, it's perfect for them. And so that's the difference between what we try to pull people up. to do and tell these business owners is there is a difference between cultural relevance and contextual relevance.
He became culturally relevant, so now he's contextually relevant by default. But most people are just committed to playing small, and I'm never going to coach you to blend into a sea of sameness and not use your God -given gifts to pull up and affect the masses. I didn't even know who he was, but you do, even though you're not necessarily in that industry.
But here we are talking about him. Now thousands more people are going to know who he is because he went bigger. He went wider.
And it was the best piece of advice I ever got was to not niche down and talk to the core avatar all the time. And that has been proof of my life and now what we teach people how to do. And we break open every limiting belief they have about themselves.
People come into violation, they're stuck in 200 view jail. That's why we do our five -day challenge because I guarantee I'll double your reach in five days or less. Guarantee it.
And we've had two refunds, I think, as far as thousands of people because when you know the strings to pull, you can just do it on demand. It is the craziest thing, but you can do it for any niche if you'll go big enough. So what about the, this is the thing I always think about because I've had lots of big creators on, is just the effort to reward.
You know, how much effort does it take to go viral? at the levels we're talking about. Not much once you understand what to do.
There is the reps game that is very, very real. We tell everybody you have at least 100 bad videos in you that you just got to get out. That is the right of passage.
It is and it sucks and everything you want is on the other side of cringe mountain of feeling uncomfortable. It's feeling awkward. It's feeling imposter syndrome.
But those who are willing to go through that and come out the other side. and have somebody who can compress years into months and sometimes even days to figure it out, it's which pain is greater. Because we are living in the greatest wave of free advertising the world has ever seen.
And so you either go through the pain of being brave and courageous enough to fight through the cringe that you feel, or you settle for a smaller life for your mission and message of product or service. And as a believer, I'm not going to put that on anybody. I think we're here to live big, beautiful, wonderful lives and use our talents.
You're Christian? Yeah. Oh, okay.
There you go. I like that. there we go did you know brian started the fastest growing christian youtube channel no one of them that's so awesome i think it is the fastest i think right now it is in the top three i would say because i don't know anyone else is doing it right now so brian got saved like almost three years ago now yeah and then uh he wanted to explore you know all the denominations yeah you know and so he just started bringing on catholics and protestants and orthodox orthodox and all these different people for debates and different things so he could learn and so he just moderates yeah or interviews yeah but they're like jubilee style videos wait yeah is this at sean kelly's studio the other day yeah it had a debate yeah we were there oh really he was like do you want to jump in this debate and i was like I don't think I'm prepared for this.
You got to be careful. Sean's looking for virality. So he'll throw a freaking lamb in there with a lion.
And he's just like, oh, damn. And that's where we got structured by the slice guys. Because it was 10 Christians talking to one Orthodox Muslim.
Yeah. Oh yeah. Yeah.
Yeah. Yeah. Yeah.
That was intense. He's got a lot of Muslims on. He was in there.
It was intense. That, that one, that one was really good. That kid's good.
I'm not gonna lie, but Bocap Malone is really good. He's really smart. Is he Christian or Muslim?
He's Christian. Okay. Oh, that's the kid you introduced me to?
No, he's coming tomorrow though. Okay. Got it.
Yeah. But anyways, like he found a way to go viral, um, with just. you know, having fun and this passion of wanting to learn more about theology and how things are going down.
And so they're getting like a million watch hours, hours. Yeah. Because you were pressing on people's, you're saying the quiet part out loud and you're also pressing on people's sensibilities that they don't even know that they have until someone voices it.
And they're like, oh, I do care about that. Oh, this is a really high stakes conversation. Yes.
It is. Yes. This is about eternity.
Yeah. Yeah. This is like very important.
Yeah. It's very important. Yeah.
I'm bringing on a Christian pastor, a Protestant pastor, a Catholic priest, an Eastern Orthodox priest, and an Oriental Orthodox priest. That's like the big four in Christianity. We're doing that video next month.
And I think that's going to go like mega viral. And I don't think that's ever been done before on YouTube. No.
But. what I was going to bring it back to the conversation that doesn't take more work than making crappy content. In my opinion, it takes the same amount of work.
It's just ideation. Yes. You have your entertainment container and then you can edge.
Once you entertain the masses, you can earn the right to educate them on whatever you want because you've got them there. And so you found a format that is what we call an SRS, a simple repeatable scalable. Yeah.
And then BB bingeable. And batchable. Yeah.
That is the formula for success. That's crazy. That's literally what we do.
So when we film, all these people are coming and we'll film like four to six videos in a day. And then that's a month and a half of content because we only post once a month. So that's why I don't feel like it's more work to make viral content than crappy content.
You film, you know, you post once a week. Yeah. Oh, I'm sorry.
Yeah. We post once a week. So if we film six videos, that's a month and a half of content.
Yeah. Plus all the shorts and all that stuff. Yeah.
That's all I'm saying. That's the formula for success. You're seeing it right there in your own content.
And it's not difficult to your point. Once you know how to do it real quick, I'm looking for one company to partner with this month and run their entire marketing and sales department. That means we're going to run their ads.
build their funnels, manage their CRM, hire and train their sales team and manage them and just handle all of the front end revenue for this business. All you would have to do is just manage fulfillment and serve your clients well. And for doing this, we're not going to do any kind of equity.
It is just going to be a profit share agreement. So if any of that sounds interesting to you. Go to PinedaPartners .com right now.
You can apply today. We're only taking on one company. And so if you think your company's a fit, make sure you apply today.
You've got to be doing at least $50 ,000 a month in revenue in order for us to even look at it. So go to PinedaPartners .com today. How would you make podcast clips better?
Shorts and stuff. It's the stakes. of the conversation or the problem that you're trying to solve.
There's four main ways that we raise the stakes in every single video. And we try to check at least three of the four boxes, which is location, props, wardrobe, and casting on the visuals. For an example, there was a real estate girl in Byerlish and she was filming herself on kind of a podcast style setting, overcoming sales objections on phone calls, like cold calling.
And we're like, maybe some people care about that, but it's overdone and we don't really care. She was like, but I have a closing script. for real estate that will close 80 % of deals.
And it is so simple to do, but she's just talking head, telling us how great this script is. I said, if it's so easy, can a nine -year -old do it? Can your nine -year -old son follow this closing script and close six -figure real estate deals?
Tried it. Her nine -year -old son, Preston, got on there. And I don't care about what she was talking about as a non -real estate cold call person, but I am very interested in watching a nine -year -old make six figures.
You know, like that was so interesting to me. Now I know about Jen Lamont. Now I know about her real estate services and I keep seeing her videos over and over again because of format.
Yeah. How does someone get better at ideation? Cause it sounds like you're really good at coming up with ideas.
Well, you're like, you can spin the same idea and package it way differently. Yeah. It's packaging to me.
It's 100 % packaging. My husband is my favorite example. Sorry, honey.
But categorically, not the type of person who wants to be on camera. Very anxious, doesn't want to speak and get tongue -tied and has no interest in making videos. So we set a challenge out for him with our formulas and pulling on these little strings and levers.
We said, how quick do you think you can get to a million followers on TikTok? And we said, here's the three parameters. You have to pick a niche.
Like a smaller niche. So he picked DIY because he has a construction background. And he couldn't speak in his videos.
Couldn't say a word. And he had to just follow our formula. 29 videos.
1 million followers. Wow. So you can use what is unique about you to stand out and not speak at all.
But it was just high curiosity, high stakes. Does he still do it? If he's getting a brand deal for it.
But he doesn't love it. So he's like, unless they're paying me. So now he just did it just to prove a point.
Just to prove a point and just to see, can anybody do this? If they're anxious, if they want to do faceless. So here's, here's my thing.
This is where I struggle. I haven't made content for so long to me, like with going viral, I feel like you kind of got to dance like a monkey. Like you got to just think through all these crazy skits and things that you got to do, like to go mega viral, to get these people.
And I've kind of like, just come to the point where maybe I'm just lazy and I'm just like, man. this just is what it is. And whoever, like, for me anyways, like, I feel like I'm just at a point where the return of like having to do that all.
And like, I kind of maybe feel like your husband where it's like, well, I ain't making these videos anymore unless there's something worthwhile on the other side. Cause I'm not going to keep coming up with these skits and bull crap. Like that's how I feel about like, but like the podcast is fun.
Like I'm going to learn, I'm going to do stuff. But if I have to go come up with a skit about something. Yeah.
I ain't doing it. Yeah. So let's relate it to the audience.
So let's say lazy business owners that want to go viral. How do they do it? Because that's what Ryan is pretty much.
Yeah. I think you have to fight because you don't want to do all the work to do a skit because that's not interesting to you. And if you did a skit, it would probably wreak of inauthenticity because they're like, oh, Ryan's doing a bit that is so not him because you've been around for so much.
It probably wouldn't resonate because he's trying to do the thing. And so. I'm going to bring it back to format that if you did a series called like, would you buy it?
Now we're inviting the viewer where you can spot a deal better than anybody else. You can pull on your faith levers. You can do it on the golf course and it's, would you buy it?
Here's a deal, deal assessment, whether you walk them through the flip or whatever you would do, gamify it. Here's the stats. And then they're playing against you because everybody thinks they can negotiate the best.
But now it's kind of the audience, the viewers against Ryan, and you just go through your thought process, which proves your credibility, but you're showing it, not just telling it like every other talking head on the internet. And it's entertaining, and I'm watching for the entertainment and the game of it, but I'm actually learning something.
How would you make, so my golf channel sucks. How would you fix that? What would you do for a golf channel that's trying to attract business owners?
Let's do a social media audit. So I'm going to show you Ryan's YouTube page. And maybe you could just give feedback on like.
I will say I'm not an expert at long form. Well, no, no, no. We're going to do we'll do the shorts because I know you.
I do think series based content is it, though. And so even if you just took this and had a through line, you know. Yeah.
So where people just keep coming back. Oh, I lost it. I'm sorry.
Where did it go?
So there's a separate channel called M19 Golf. Yeah, it's my golf channel. Yeah, so he does golf videos.
Yeah. So I want to get that channel up. Doing better.
We're talking so niche. right off the bat that i feel like i missed something because i don't know what black eagle is and i don't know what necessarily we're talking about but if you even just restructured the hook we have a framework called the i'm gonna go don't judge me and my salvation right now, but we have two frameworks that would be perfect for you.
One is called the STD framework and the other one is called the hoe method. We're going to have to talk about that later. I'm going to pull you aside for a chat.
We're going to pray for you after this. We're going to invite you to a live filming of the next debate. Yeah, with oil and snakes.
This might be easier to scroll through. But you can finish what you were saying. And it did better.
If you even just reorchestrated this to pose a question or not just a fact, because what you said is a truism. And so a rule for our hooks is if you could say, duh, after the opening sentence or two, we got to rewrite the hook to where you just said a fact instead of opening a curiosity loop. And here's what they got wrong about their advertising.
Like even just a line like that is the retention anchor to now I'm trying to get Ryan's expert opinion on what they did wrong in their advertising and how you would take this fact. So what would your hook be in that video? Without seeing the end of it and where you were going with it.
Basically, these guys have a thousand calorie drink that's got like 200 grams of sugar. Yeah. And then they got rid of their nutrition facts.
Yeah. So it's so like.
It's got like 186 grams of sugar, which is the equivalent of eating 19 Krispy Kreme donuts or drinking five Cokes. And apparently they like took all the nutrition facts off of their stuff because. I would say that third sentence as your second one, because you create that controversy up front, but I just got to know what I'm waiting for.
Yeah. So you would be like crumble cookies got rid of their nutrition facts because. And this is a major problem for every American because.
Then I'm leaning in because I see myself in it rather than just a fact that I'm like, oh, cool, good to know. But I'm scrolling because I already feel paid off. There was no reason to keep watching that I was aware of.
But what you could do if you want to even go middle or bottom of the funnel talking about nutrition or getting deeper with it is STD is not what you think it is. It is struggle, topic, desire. So you would take 10 struggles from your core avatar, 10 topics that you could talk about ad nauseum, and then 10 desires of the core avatar.
So if you're struggling to book sales calls, take my 30 -second diagnostic quiz that will tell you how to make $90 million in 10 days or less. But you have 10, 10, 10. That's 30.
So you can mix and match them. Now you have 90 pieces of content with just that framework that is having. that is speaking exactly to who you want to talk to, but in a more macro way.
That's kind of how I film ads. I film ads that way. It's a framework we use mostly for ads.
And then the whole method would be... When you're just everywhere with everyone? Yeah.
It'll help you be, because you're going to go hook, objection, and then explanation. So you'd say some hook like, I'm standing backstage at this event right now, and I feel like a total fraud. And you're like, what?
And I know you may be thinking, oh, you've done this so many times. You should be an expert at this by now, blah, blah, blah, blah. So call out what the viewer's thinking.
That doesn't make sense. Now they're like, well, then really, where is this going? Because I thought it was going one way.
Now you're taking me another way. So it just twisted the curiosity knife. And then you explain the story of how I used to be able to not afford the $97 software.
Now here I am speaking to the software and its peers, you know, wherever you want to go with that. What do you think about these trends? that people copy of each other all the time.
I think nothing is new under the sun. And if you're just doing a verbatim copy, it's, you're doing yourself a disservice. Yeah.
It still could work though. No, but I guess I'll give you like, uh, recent ones I've seen, like literally as of like two days ago, you know, the people rapping together, right? Everyone's doing it.
Then, uh, when I saw for a little bit ago, it was like S tier to F tier rankings of crap. And like for me, I'm just I never liked social media to begin with. So when I see everyone doing the same thing, I'm like, you guys are such losers.
Like, I just think that in my mind. Yeah. Now, I'm not the avatar they're trying to attract.
So who cares what I think? Yeah. But even they're my friends.
And I'm like, you're just such a loser copycat. That's what I think in my mind. And I tell them that.
Yeah. I think it's a culture thing, though. So, yes, it'll work.
But say it works. It doesn't work. I just am like.
I don't like copying. Yeah. What do you think about copying?
I think you're bringing, like if you're going to do an S tier to F tier video and then so are you, you have two different topics and two different energies about you that even if we're doing a funny couples trend, I want to see how this couple's going to do it because they're going to be funnier. And that's what I'm saying.
A trend is a trend for a reason. Everyone's doing it. Yeah.
I just personally don't like being like everyone. That's kind of like my point. Yeah.
Like that's authentic to me. What I like doing is taking a trend. And using what we know to do to make it even high stakes or better maybe.
And so they're like, oh, she did the same thing as everybody else, but like better. Yeah. Or different.
She made it hers, which helps us stand on the undeniable stack of proof. We know what we're talking about, but that's my message to my audience. Right.
Yeah. Yeah. Cause like, I, I think obviously the trends will kill it that they're trending for a reason.
They're working. And so. I guess just, I guess to your point too, if they saw me doing a skit and they're like, this guy definitely don't want to be in this skit right now.
Yeah. It's just not authentic. It's funny though.
If your wife makes you do it, then you're like, all right, it does not want to be doing this right now. And we love like with Amy Porterfield the other day, we were talking about this and she was like, what do I need to do? I was like, we see you as like one version of Amy, you know, but you are so dang funny.
And so we were like, be funny, show this silly side that we all get to see of you and bring in your husband because he's adorable and cute. And when she started doing videos with her husband and being silly and seeing that side of Amy, some of her best views, you know, because we've never used to see that side. So you can have the novelty of it.
But I think if you just are always copying, you never, you're just taking from the pot and you're never putting back into it. And so you're never going to truly create a brand that stands out. Yeah.
Can you walk us through the framework for a perfect? Can you walk us through the framework for a perfect content schedule?
No, because it's going to be different for you. Most people, I would not say post once a week and you're going to have impact. You know, if I just posted once a week on short form and I would not have the impact that we have.
But you have such a great format that is so widely relatable and has a giant tan and high stakes. You can get away with that. And so the perfect posting schedule is going to be night and day different for you than Pineda, than me, than Becky in the corner.
But what about for shorts? Because that once a week is for my longs, but we post two shorts a day. So like, what about?
how often should people be posting shorts? My honest answer is whatever's going to get you to not burn out and quit. So if someone's just coming out of the gate and one a day feels unconscionable, start with three a week and then we'll work up to it once you have the muscle memory.
But you're not going to ever go into the gym and just start bench pressing 350. Just running a marathon. You're going to hurt yourself.
You're going to burn out and you're going to be like, this sucks and it doesn't work. And there's this whole narrative right now. Everyone's like volume, volume, volume, volume.
Everyone's posting seven videos a day, but they're bad. And then they come to us and they're like, it's not working. I'm like, well, yeah, no crap, Becky.
You just scaled bad. Like you just did more of the thing that's not working and expecting a result. So let's fix the foundation of your videos, the structure, the packaging of it.
And then we're going to nail it. And then we're going to scale it. How do you avoid creator burnout?
Because that's kind of where I found myself in where I'm like, I just.
I don't want to say I don't have a desire to get better because I want to get better, but I also find myself not doing it. I'm like, oh, I know if I do X, Y, Z, I would grow, but I don't want to do it. And you've earned that right.
Okay. I can answer this question. I could use Alex Hermosi's definition of burnout.
Do you know what it is? No. It's when your inputs don't match your outputs.
So the amount, let's just say you used to do eight hours of door knocking and you made a hundred K a month, right? You used to be willing to do eight hours of door knocking to make that a hundred K a month, right? Let's say you eventually, you bought a house, you built a savings.
Now that output is not worth the a hundred K a month because you don't need it anymore. Do you get what I'm saying? So you don't see the reward.
you don't see value in the reward you would get from putting in more effort, pretty much. You're 100 % right. Yeah.
Might be the first time on this show.
Yeah, but that's what's happening. It's a good day for me. Yeah.
So for context, so Ryan's problem is his biggest business, his golf mastermind, makes a lot of money without the content. So making more content doesn't actually bring in more revenue for his business. That's what he thinks.
So he doesn't want to put more effort into the golf content because he's like, well, if I'm just for basic numbers, if I'm already making a hundred K a month, why do I need to go viral? I'm already making a hundred K a month. Does he want to, is he happy with a hundred K a month or does he want to make three 50 a month from it?
Yeah. And that's the trade -offs. And are you willing to do what it takes or could you work?
The thing is we're talking seven figures a month now from it. He's like, let's be clear. Yeah.
Fix yourself.
I'm trying to make it relatable to the audience. I'm always thinking about the audience, right? Yeah.
But you got to put, but not like to the audience thing. It's like, I think most of the, maybe correct me if I'm wrong, but most people who want to get into content aren't making a ton of money usually from what I've seen. And so it's like, dude, if they could make 10 K a month from making videos and getting a couple of brand deals, they're freaking hyped.
Yeah. And so clearly like, bro, you're telling me all I got to do is make videos for like 10 hours, 20 hours a week. And I could make some crazy, it's like, yeah, it's a hundred percent worth it.
Yeah. And like, that was how I started too. I was like, dude, so you're telling me if I make YouTubes and TikToks, you know, if I'm doing a hundred thousand a month right now, I could do.
350. And it did, it got me exactly to those next numbers and everything else. And it was always worth it.
And then at some point I noticed the diminishing returns in my own business where it was like, I reached a point of let's call it notoriety and it no longer became like worth it to continue. But it built it for you. For a hundred percent.
Exactly. Yeah. And that's where I'm at.
Like, I don't want to call it maintenance level. Yeah. Because I want to keep getting better and growing and I'm pushing the team to get better.
But at the same time, I'm like, okay, well, yeah. What's the, the input versus output to get to the next level. But if you did something like we were talking about earlier with the series and golf, but you know, that show break 50.
Yeah. Yeah. Yeah.
With Bryson. Yep. So easy, simple, repeatable, scalable, something like that.
Then your mastery people can come on and actually be interviewed with you. Well, me and Brian need to do like break 70, but yeah. And that's funny.
But they're interviewing you and picking your brain and then you can charge them to be on it. Yeah, so we've tried to do it. The problem is I think a lot of it's staged and I don't want to do that.
with just all of YouTube golf, but the other part of it too is, so let me give you the constraints. Do you get excuses a lot from your clients? Is that normal?
You're like, do this. And they're like, yeah, but, and you're like, aren't I the expert here? Oh, that's all it is.
Yeah. But it's constraints. And I think actually constraints, whether they're physical constraints or people just being like unwilling to do a certain thing.
Can I tell you the constraints? Because I've always said this, like innovation comes from the constraints. Yes.
So. That's where I was going with that. Yep.
So we got to know the constraints. So we go on bucket list trips every month. Okay.
We have 30 to 40 members on these trips and we're going to the best courses in the world. With this, none of the members are content creators. I'm the only one.
The rest are just everyday business owners. So we're going to go film these courses. We're going to go film the round.
Their golf skill is who knows, right? Who knows what they're going to shoot that day in general. Yeah.
Knowing all that, what would you do to make viral videos? Knowing that those are the, and we don't have a ton of time.
Like we can't like retake shots and like, we got to just move through the round. Cause there's eight groups. Yeah.
Yeah. I, does he have to film during that trip? If he wants a golf show.
Yeah. But he could, he could film any other day. Yeah.
Then you don't have to. Yeah, exactly. But so that's why it's hard.
No, no, no. But these are the best courses in the world. Like that's the draw.
I'm filming in Vegas at the same course every day. Yeah. Yeah, yeah.
I would gamify that whole. People, because there's an aspiration level to it. Like, that's one of the big levers is, like, I'm getting to kind of live vicariously with you in this whole.
Say you even use the new meta glasses that are coming out that are like the Oculus, but as thin as glasses. Yeah. And now I have, like, a POV that could even be, like, more exclusive content.
Yeah. You can just kind of update. give it a facelift every now and then with what is culturally relevant because that's going to jack up the views because people want to see the glasses one.
They also want to feel like they're playing that hole with you. They also want to learn from you at the same time. And then one day they're like, I'm going to be there in person with them.
I'm going to join this mastermind. Yeah. But they're being entertained by the whole while they're getting to hear you spit brilliance.
And then I think as far as extracting things from the non -content creators that are there, it's asking good questions and just having a pocket full of great. Yeah. Questions that are going to bring things to light that people wouldn't normally ask.
You guys know I love the game of golf, and that is why I started M19. It is a golf mastermind for entrepreneurs who are doing over seven figures in their business and who want to go on bucket list golf trips together. We already have hundreds of members all across the country, and we've been to some of the best courses in the world, places like Pebble Beach, Pinehurst, Bandon Dunes, and many others.
The course is the best place to do deals, make great relationships, and have fun. So go to mastermind19 .com today. I want to talk about team, but for someone like Ryan and the audience listening, it sounds like beliefs need to be like broken before people can actually go viral.
Cause he's still in the camp of like, I can't do it. There's all these restraints that don't have that. No, no.
Yeah. Yeah. That's the, I know I can go viral.
I know exactly what it takes. Like I get hit. I can follow the framework and do it.
I just don't want to do it. Exactly. Like I don't see belief.
I mean, I get, no, it's a decision. It's not a belief. I don't disbelieve that it will work.
I 100 % know it will work. Yeah, but you don't believe that it will bring enough results for you to want to do it. 100%.
I see why he started a controversial show. Yeah, he did. Yeah, you're great.
Why, why, why? What do you mean? Because you're good at pressing people to create entertaining content.
Exactly, yeah. Like, say you clip that, you'd be just like, why are you attacking me right now? Yeah, yeah, yeah.
It's not a belief. Yeah. It's a decision.
But putting Ryan in that moment where he's off kilter for even just half a second, we're not used to seeing from Ryan, so we're leaning in, and then he comes back with a great sentence saying it's not a belief, it's a decision. We're like, that's why he's so smart. Yeah, yeah, yeah.
But I still think it's a belief. But you created that moment. Yeah, because I still think it's a belief, to relate it to the audience.
Like I said, there's a lot of people watching this that are like, well, I don't really need to go viral. Like I'm doing okay in content, even though their content sucks. Yeah.
Like, or maybe their content, for example, is getting a thousand views like Ryan. And he's like, oh, this is great. Like, I don't need to do any better, but it's like, if you're going to make a thousand view video, you might as well do a hundred thousand view video for the same amount of effort.
People try to justify their low views. So there's people listening to this that are the exact same boat as him. They're like, I don't really need to do this even though they're watching this because they want to go viral.
Can I say I agree with you that there should be no channel at all or it should be good. There should be no in between. Yeah.
But Hot Ones, nobody watched Hot Ones for the entire first season. Then they stayed in the game. Second season, one episode, I forget whose it was, took off.
off now there's a catalog to go binge and all those views skyrocketed and now they sell a crap ton of buffalo sauce and exited for 86 .5 million dollars because they stayed in the game to and long enough to get good that's what i've been telling you brian so how does someone break the belief of i don't need to go viral you don't but do you want what's on the other side of that look at jefferson fisher he's a great example you guys know what i'm talking about I've heard.
Oh, yeah. Communication guy. Yeah.
Yeah. He sits in the car and he says, here's three things. Here's how to know if your wife is gaslighting you.
And every girl is leaning in and every guy is leaning in. I need to watch that video. But he is a trial lawyer from Texas.
That is his business. That is his expertise. You think he got over six million Instagram followers talking about law?
No, because nobody cares. But through litigation and people having miscommunications all the time, he learned how to have a better next conversation. So he took the cultural relevance route, macroed out to the wider relatable TAM that his audience is still inside.
Guess what? Now his business has exploded. New York Times number one bestseller.
All of this from not speaking directly to his core avatar all of the time. If you're going through a divorce right now and you need trial law to like. No, because we don't care.
That's speaking to the 5%. But he macroed out, became culturally relevant. And so he could have been just like, my law practice is fine.
It's doing great. But God didn't call you to live a small life. He didn't.
And it's just the parable of the talents is what I always come back to. So you can make excuses and you can play small, but not if you're in my world. You know, we're always going to push you.
But that's, I think, why every entrepreneur talks about mindset. And we're like, oh, it's so cliche past this point. But nothing else that you could teach anybody or you or me is going to land if you don't fix the beliefs first.
Yeah. What about team? Hard.
Yeah. Tough. I should ask you guys.
We've had so many different iterations of team. When we started entertaining the masses, we had 15 actors on staff. Whoa.
How did you find these actors? Craigslist. Nice.
It was COVID. Every actor was out of work. Okay.
You know? So they were cheap. Yeah.
And they were thrilled to be working consistently. Yeah. You know?
And so Blake and I started by just pranking each other. But then my creative mind was like, oh my God, there's all these crazy things that we want to do. Like, what do people love watching?
unboxing videos, which is pretty much the same structure of a prank where you have a promise of what's going to be inside the box with the mystery and the curiosity of what's going to be in there, high stakes, Amazon mystery box or whatever you're doing, or influencers revealing something to the payoff at the end. Same structure of a prank and they work so well.
So how could we spin an unboxing video? We bought a cop car. and had actors and had cops.
The videos would start with like a cute girl with a bunch of gauze wrapped around her leg or something and being up against the cop car and the cops unboxing the human body and not in a sexual way whatsoever, but it's just a different take on an unboxing video. People love watching cops. They love the suspense.
There's high stakes. Cute girl. This feels a little weird, but you're going to see, does she have drugs?
Was she smuggling money? What is it? And I can't stop watching this video of why did she duct tape all of this stuff to her leg and then wrap it in gauze and foil?
What is she protecting? And then it doesn't even matter what was on the other side. But what was it?
Because we were getting paid on. Yeah. And so did 200 million people who watched that video.
Wow. And then we would take it and do it over and over again. It was money.
It was money. It was really money. So you're a master at creating curiosity.
That's what it is. Suspense is the difference between good creators. and the best creators in the world.
It is the ability to master suspense. And that's all Mr. Beast has done for billions of views.
And that's sports. High stakes, high suspense. That's poker.
That's all types of things. Yeah, that's almost everything entertaining is like, you're like, what is going to happen right now? That's it.
That's the movie. That's why Friends lasted 10 seasons. If Ross and Rachel stayed together in season two, would we have had 10 seasons?
Probably not. You have this recurring tension. On this podcast with the trailer, we should really target suspense.
I think so. It is the... It is the difference.
And the main thing of how we help people blow up is being able to put some suspense in their content that wasn't there prior and just watch the magic happen. Yeah. And then just continue raising the stakes of that based on their threshold of tolerance.
Yeah. Yeah. That's funny.
So wait, did you answer the team thing? No. Okay.
Yeah. What is your team? More specific question.
Yeah. Okay. So let's say someone's listening to this.
What type of content team do they need? oh, you don't need anything to start. And I would say you're going to flush a lot of money down the toilet if you do.
This is why yapping is so popular right now because people are like, oh, this is a lo -fi effort way to say what I really believe about something that might be controversial or just to have your take out into the world. But if you go through a yap challenge like our friend Jessie put on, she's going to teach you the mechanics of how to do it well.
People aren't just throwing up their phone and saying stuff and it's working. There's a structure to get people to pay attention to. But also, When everybody's going one way, we had a video recently where I had an over -performing talking head yap video.
I took it and then did a demonstration of it with props and metaphor. And I was showing my friend, Jessica Zweig, I was showing her how I'm using bright red markers against the green glass. I'm facing the sun and I have this 25 pound mug.
Here's what the text on screen is going to be to create the retention anchor. And I'm just walking through my process. That video did 2 million views because I was able to demonstrate, that video did.
over two million views, got a follow from Mr. Beast, and now we're working with his team to help them, which feels crazy because he's the best creator in the world. But there's content coaches popping up on Instagram, left, right, and center.
Beast is not following them. The difference is I showed and not just told it because now anybody can yap and anybody can sound like an expert and anybody can say anything. Being able to show and stand on this undeniable stack of proof that you know how to do it.
is different. One, it's more entertaining to watch. Two, it forces you to simplify your message and to be able to make it a metaphor so the masses can understand it rather than just a talking head like everybody else.
So when everyone's talking, I'd say go into showing and not telling and you'll win every time. One thing I want to say too about you is like your story is you made entertaining videos and got billions of views as an entertainer, as a content creator, all those things. Then you started teaching people how you did it.
I see a lot of these content coaches. It's like the new MLM, I think, where they just teach people how to go viral on their content, which is talking about how to go, like there was no origin. And I'm like, so where did the story start?
And it's like, well, I got viral teaching people how to go viral. I was like, okay. don't know anything.
Like there is no substance to where you're getting it from. And they can ride away for a little while, but it's like a musician or anybody in business. If you skip all the rungs of a ladder, when the ladder shakes, you will fall because you don't, you didn't learn all of these stepping stones and you don't have the stability to withstand it because you haven't been there before, you know?
And you're going to learn the hard way. So what does your team look like? Your content team.
And then I want to talk about your business. Content team. I have one, Listen, I have a content coach.
Tony Robbins has a therapist. LeBron James has a coach because we all have blind spots. Every quantum leap I've made in my life was because I had a mentor and someone who could see the blind spots that I couldn't see even in my own content.
So even in being half entertainer, half now. educator, whatever you want to call it. I have blind spots about what my content should even look like day to day to not be looped in and lumped in with a bunch of other content coaches who are just now popping up.
How do I macro out and have a different conversation? So it's just a guy who extracts me and helps think about my positioning against my blind spots. And that's it.
And then an editor. That's it. You have one editor and one coach.
Yeah. What the heck? For all the skits and everything?
Yeah. Really? I like coming up with them, though.
How many skits a month are you putting out, though? I'm posting twice a day on main feed and five trial reels a day. Got it.
You don't do any long form right now. One editor. How are they editing that much?
That's their job.
And it's not hard. They're not tough edits.
You post 75 times a day? We do post 75 times a day. Who's posting?
VAs. Okay, got it. Okay, so you have VAs.
Yes. Okay. Remember I was saying there's three different sides of the business?
I was thinking about Adelaide content. But our publisher division, yes, we have more people publishing. But they're just re -editing our back catalog and posting it.
Okay, so what does that team look like?
Her husband is saying.
One assistant, one VA post 75 times a day? Yeah. What?
How? That's just all they do. And they're not complicated videos.
What system are they using to post that much? Native Instagram and Facebook and YouTube schedules. We don't use any third -party software.
What the hell? But if that's our whole job and we repost to Meta every 91 days. So every 91 days we can post something that was over 90 days old.
So a lot of it is repurposing too. So you reuse the same. Yeah, these are assets, baby.
What the heck, dude? Well, she's got like entertainment skits and like they're just reposting all the time. That's what she was saying.
That's crazy. These are videos from five, six years ago that are just being reposted. That's amazing.
But it's good because my face is still getting out there. So when you see that world, our retargeting pool for our ads just becomes great because we've got all these big, warm audiences who have seen that we know how to do it. Then we retarget them.
They're like, oh, I've seen her before. I've seen her stuff. So you have a VA that's posting or the person in America is posting?
Because I thought about having my VA post, but I'm worried that if they start posting from Egypt or something like that, it's going to mark my page. Do you have any thoughts on that? We still test that, but he's in the weeds of that more than I am.
He's saying Snapchat doesn't care.
Okay, so he has an American posting. Yeah, got it. Because I thought about that.
I was like, I should just get a VA, but then I was worried that my page might get flagged or something if the Philippines are posting. Because you have resources, I would say have an American post. Got it.
Yeah. That's amazing. Holy moly.
So why not do any long form? I want to. Honestly, I'm trying to find my SRSBB.
I would say if I was going to use an excuse right now, it would be time. It would be priority because we're redoing our product stack. Boring stuff.
See, this is why I keep telling you, Brian. It's just not priority. And also, I am putting a lot of pressure on myself.
And this is where I... need someone to say my own words back to me, like thinking people care so much. They don't, but because this is my business, I do put a lot of pressure on myself to have it.
You're like, Hey, what if my long form YouTube videos flop? Totally. And am I, am I practicing what I preach as far as like having it simple, repeatable, scalable, bingeable, batchable bit the way that you found?
I haven't found mine yet. And I thought about doing a Jubilee style for like a bunch of business owners, me, and then just challenging me and me just going and proving them and being like, okay. Give me a mousetrap and a stapler.
Let's go. Yeah. And it's doing it for them.
But what coordination? MacGyver. Yeah.
And I just, I haven't found my thing yet, but I don't just want to do talking head education like everybody else. So I'm making. I want to be different.
I want to show like Shark Tank. Shark Tank is great because you are watching for entertainment, but you happen to learn about the products and you happen to learn a lot about entrepreneurship by default and proxy. So what is the version of that for me?
What do you think about, because a lot of, I think I probably know your answer, but for the audience, like in my content, there's a lot of randomness. I talk about faith. We'll have pastors on here.
I'll talk about. sports and golf. I'll talk about business.
I'll talk about politics, content. I literally just talk about everything because I'm actually involved in all of it. I'm not one -dimensional like many people.
That's why you're successful. So many people are thinking, I just got to be this and you got to be able to describe me like Netflix logline. True, but it is all those different...
The fact that I know... When I think of real estate, I think of you. When I think of golf, I think of you.
When I think about faith in business, I think of you. You've given yourself all these different touch points that people can relate to, and that is, in my opinion, why your brand has been so successful, because you're not one -dimensional. We had a one -dimensional guy come into Viral, and he was crushing it, making $6 million a year just through his Instagram, leading to his coaching.
And then he was like, I'm plateaued, because you can be consistent. But you will plateau. It's consistency plus experimentation.
So I said, you've got this figured out. You just need a wider net. You need more top of funnel content for people to know you exist.
And so what else are we going to pull on? Right now, you're one dimensional angry coach. Let's make you, let's showcase your relationship with your wife because it's beautiful and it's fantastic.
And let's also show how dang funny you are. You are funny. We widened up his top of funnel.
People came pouring in and took him from 6 million to 10 million in one year. Wow. You know?
four million more dollars just by more people knowing that he exists. That's a great transition of business. So how much does your agency make?
Well, I would say, well, on the agency, like for the big brand stuff. Yeah. We only take on eight clients a year right now because I do all of it because I'm not very great at hiring.
Because it is so different. Like there's not a lot of people with this specific amount of experience that come from viral creator world and then can also speak well with business owners. So I have a bandwidth for about eight and the prices start, we have retainers that start at $35 ,000 a month and up or we just did a deal that's a quarter million dollars for two months.
Yeah. And so I think this year it's going to do four. So four million?
I think on that side. And then content side, just from distributing our catalog between one and two. Wow.
But that's probably going to keep going down unless we do another distribution deal, which we'll work on. Distribution deal and you filming more stuff with actors? Is that what you mean?
No. We just funded 15 AI microdramas with TikTok. Oh.
I would put in that bucket. I don't know what your microdramas are. No.
Okay. Do you know what that is? Nope.
Nope. There are billions. Yeah, yeah, yeah.
You've talked so far overhead. We're like, yeah, yeah, yeah. Distribution.
What do you mean by that? On TikTok. Okay, you're going to love this.
It's like AI, right? There are billions and billions of dollars being pumped into vertical shorts. The Chicago Cubs just came out with a rom -com called Nine Innings to Love.
So you're watching a rom -com, 60 to 90 second hero videos where you can just jump right in on the action. It's a great little 60 to 90 second scene. It's a rom -com.
It's subliminal advertising for the Cubs. You're just thinking about the Cubs the whole time you're watching it. House of Guinness on Netflix.
It's a giant advertisement for Guinness beer. And so the biggest brands in the world have realized this is where the real show is. If you look or sound overtly like an ad on social media, ew, ick, scroll, hate.
Didn't the Cubs already do that? What was that movie? Fever Pitch or something?
Was that a Cubs thing? Yeah. Great.
What? No, it's called Nine Innings to Love. is their new rom -com, Vertical Microdrama.
Oh, it's new. But I'm saying the old one had like Ashton Kutcher or something. Yeah.
Maybe it was the Red Sox. And they've been doing branded entertainment in movies and everything for years. Traditional advertising.
But now they know that this is the real show. And so now everyday people like us are not just competing with each other or against the panda videos on the internet or cute koalas. We're competing against...
The kid tugging at your leg. We're competing against people's email inbox for the most valuable commodity in the world, which is attention. Now we're also competing against billions and billions of advertising dollars infiltrating the social fees.
So no wonder you feel like it's hard to stand out. Yeah. You know?
Yeah. So distribution is just AdSense from Facebook and YouTube. As far as the money.
Yeah. Or we have brands pay us now to create micro dramas and create these scenes around them because people are just watching for entertainment, but you're able to. Get your messaging in there.
It's an ad. Got it. It's now an ad and they don't even know it.
Got it. So you have your high ticket. I totally knew that.
Yeah, we knew that. We were just playing dumb. I know.
So you have your big offer that brings in $4 million. Then distribution, that's $1 million to $2 million. And then do you have any other offers?
Yes, we have. Because that's really expensive, the big brand stuff, I want to serve the person that I once was. who was bankrupt, sleeping on pallets that Blake pulled out of the Costco dumpster and made a little bed for me when we met.
I was recovering from bankruptcy from the music industry. But I knew the power of building a personal brand. I knew the power of attention.
And so I just started making content. I was very bad at it for a long period of time. But then I encounter a lot of people who follow me that are like, I cannot afford $35 ,000 a month for you to do this for me, but I want to learn the tactics.
So we take what we do for the big brands and we teach people the mechanics of the conversations we're having here, but we work with them and have a coach so we can spot their blind spots and say, do this. And then they get a million views and they're like, I believe in myself again. Because at the end of the day, I don't care if people make viral videos.
I don't care if they go viral. I care about them having confidence in their gifts, in their own authenticity, in their own abilities. But I can only help people become more confident.
By helping them become more competent. Yeah. You know, we're not confident in anything we don't feel competent in.
So if I can increase your competence in something, I can increase and influence your confidence in yourself. How much does that offer do? It's brand new.
So it's trending really well. But I think it'll do. I'm hoping we come in at.
three or three and a half this year we got a really late start okay redoing all of the packaging because social media i don't know if you guys know it changes a lot people need new things all the time yeah and that's the exhausting part of coaching yeah we were talking about earlier yeah what's the most you've made in one month made because of your content i think yeah from the content a million dollar month wow yeah most yeah how did that feel when you made a million yeah yeah 1 .1 billion views, he said.
Notice it says numbers. I just looked at him. I'm like, what are we doing?
How did I feel when you made a million dollars? Yeah. Our biggest year was 10 million from just content.
Wow. Facebook and Snapchat alone. Whoa.
That's just AdSense. That was just AdSense. Just from mid -roll ads.
No education. No. Wow.
The worst part about making a lot of money is that you have to pay a lot of taxes on it. This is exactly why I've partnered with Taylor Tax Strategy. You may have heard me talk about all these different types of strategies like cost segregations and depreciation and lots of other things.
But the reality is there are so many other strategies right now that you can be taking advantage of. The team will audit your situation this year and also previous years to see if you're entitled to tax savings that you did not take advantage of. So if that sounds good to you, go to Taylor -Tax.
So now I'm hoping the education is still new to us. So I'm hoping to get the right. That's where the team has been tough.
Yeah. Trying to hire team and hire number two because I'm very good at building, spotting opportunities and making money. But I got to hand it back to somebody who manages the day to day.
Our first attempt, the guy stole from us. One of our one of our businesses is running marketing and sales for education offers. Oh, is it really?
Yeah. Oh, that's fun. Yeah.
Yeah. That's been hard. Now.
I think it's the best team that we've had just because we have people who come from other teams. Speaking of that, what do you think of ads? I love them.
It's in your name. It is. I love them.
I love them. I love them. I'm living off organic.
You're just getting organic views, and now it sounds like you're starting to run ads recently. to promote education. You didn't need it for the other stuff, really.
No, because our bigger, warmer audience is for people who follow me mostly for entertainment. And I'm still an entertainer at heart, so I'm not here selling all of the time. And the business owners who I'm trying to reach...
Don't know about me yet. Yeah. So I'll take my best performing organic context.
I'm testing for free with organic. Then I'll go run paid ads on the best performing organic. Yeah.
And so a lot of people join viral is just to learn how to make more entertaining ads and just make better ads that people actually want to watch. And that's one of my favorite compliments is when people like, I see your ads all the time and I love watching them because they're so entertaining and that makes me know that you are good at what you do.
And so I trust you more. Yeah. You know, but it's still.
Though I love making content, I don't love making ads so much. There's not as fun. I'm the opposite.
Well, I don't really enjoy either. But I enjoy making the ads. You guys are complete opposites.
I'm the opposite of all the content creators we meet. They're like content entertainers and purists at heart. we can tell you love what you do.
Yeah. Yeah. He's like, what do you think about ads?
You're like, I love ads. Yeah. Yeah.
It's great. So with, uh, with ads though, for me anyways, it's kind of like a back, you know, cause it's so business related back. Like, you know, if we're going to knock a door or make calls, it's like, I know when I make ads, I'm about to print money.
Like I just know it's guaranteed. And, and I know that the fuel behind it matters. Cause like, This is what I will say about organic that people need to understand.
Make as much as humanly possible as you want. Fail because you lose nothing other than your time. It's just put it out there and get your reps.
And with ads, you spend money. Yeah. So like my focus is much better on ads.
I'm like, okay, we're about to literally spend six figures this month with this batch of ads. Like let's freaking do it right. Yes.
Do you have somebody else script your ads? No. You script all your own ads?
I wing it. Nice. I don't script ever.
Really? Anything. I just have winged everything to this point.
Do you script your content? Of course she scripts it. Most of the time, yeah.
I don't know if you just set up the scenario and then it kind of reflows. But that's part of scripting. Yeah.
Because when we were making prank videos, this is where I learned to script. This is going to increase your batting average of success. When we used to make videos, we'd go out and try to prank somebody for real.
This is in the very beginning where I would try to prank Blake for real, make it really authentic. I waited in the closet all day for him to call. So this is like, I'm going to jump out and you go, ah, call it a day.
Now let's do 18 more videos today because I didn't wait for an authentic reaction. This is the golf YouTube. This is exactly the golf YouTube.
It's all scripted. I've played enough rounds now to know it's impossible for them to always be at some suspenseful thing. Golf doesn't play out like that.
Go watch the PGA Tour. They get smoked. Yeah.
And so it's just much more efficient when content is a job to know that you're going to get something that's usable. Otherwise, you film all day. You have all this footage to comb through and try to make a moment.
Or you can know what you're going to do, create entertainment that happens to educate people along the way, and now you have 18 great clips from the day because you thought about it in advance. It's all fake. You don't know, but he's taking shots at other golf YouTubers.
I don't care. It's just the truth. Whatever the truth is, the truth is.
but I've been saying that for, I'm like, there ain't no way that all of these are down to the 18th hole every time, dude. Yeah. One stroke.
Nobody gets smoked. Here's the thing. We know WWE is fake.
It's all good. And I don't let people just, but just own it. That is fake.
That's my thing. Yeah. Yeah.
WWE is not like, bro, we're real. Yeah. Yeah.
Yeah. And so they never say it's fake. They're like, dude, we really get hit.
That's well, no, dude, they've done some, well, they do really get hit. Yeah. Like it's physical, but like, I mean, dude, some of the best documentaries about WWE, like they have Vince McMahon and all these guys on and they're like, yeah, so we were writing the scene for this one.
And it's like really fascinating to hear them storytell how they're going to build these characters. We're wired for great stories. And so those who win know how to tell great stories and package them in a way where your mission or product or service is going to be baked into the message of the entertainment.
Have you seen Banana Ball? No. You haven't seen, it's a form of baseball where they do dances on the field.
You had to have seen it. Oh, yeah, Savannah Bananas. Yeah, the Savannah Bananas.
Yes. Yeah, okay, so. Banana ball.
Dude, yeah, their sport is called banana ball. Great, okay. Okay, so they started as the Savannah Bananas.
They were kind of like the Harlem Globetrotters, just, you know, doing skits and making baseball fun. Now they have like six teams. Wow.
And it's not just the Savannah Bananas. They're all in a league called Banana Ball, and they're all touring separately. playing each other and filling out 100 ,000 person stadiums.
Wow. It's huge. They got to be worth billions at this point, just because they're a league now.
It's like they are WWE, but there are people now like, oh, it's scripted. And, you know, the outcome, just like WWE, just like, you know, Harlem Globetrotters. And I just saw the founder, his name's Jesse.
He's always wearing a yellow tuxedo. He's got his gimmick. And he's like, no, none of our games are scripted.
They're all competing. It's all real. Now we can script in the acts during the game, you know, the fun skits and all that, but the game itself, whoever wins, wins.
Yeah. Savannah bananas do not always win. They get beat.
And so it is an interesting thing where they're like playing a real game, but they have enough scripting in it to make sure that there's guaranteed entertainment. Yeah. Entertainment is the most recession proof industry in the world.
Let me just go back to Coliseum and before that and before that to where even as the world gets more and more on their phones, that cat's not going back in the bag. We've got screens everywhere. And people want to be entertained.
They were just hardwired to. And that is why our thesis is entertain the masses, educate the interested, sell the committed. Because Savannah Bananas could have just stayed Savannah Bananas, but he went.
bigger and macro it out. Let's do another team. Now another team.
Now let's create a whole league. Now let's all tour separately. And he's created a franchise.
Now they can get into movies and TV show. How big does he want to take it? It's possible.
Oh yeah. They're everywhere now. I mean, they were at the ESPYs.
They're on Dancing with the Stars. They're on everything. Yeah.
That's incredible. What about storytelling? Like how does someone tell a good story?
You have to have an emotional art. You have to have a villain in every story. Sometimes the villain is yourself.
But if you just look at any age old story, we've just adapted it to social media. But it really does follow what we call our billion view formula, which is create the problem, create the emotion, the curiosity gap, the whole reason you're watching the movie. You set it up and then you have the hero's journey and you have all of these problems and twists and turns and high stakes.
If a show's not high stakes, like saving the world or falling in love, we're not going to be interested. And so then you go to the end of the resolve. But the success of the story.
really comes down to suspense and stakes if you want to simplify it. There's a million little levers you can pull, but really every great story is great. I would say the greater the suspense, the greater the story.
How long does it take you to write a good story? Now, not very long because it's a playbook. It's a checklist.
We just go through our formula and we're like, how high are the stakes? There's 10 hook points. Are we using at least seven of them?
How can we use location, wardrobe? props, casting, engagement tactics. I design every comment section in reverse.
I'm not designing a video unless I know why I want people to share it, why they would share it, and what I want them to comment. Because most people are like, oh, look at this, we're getting so many comments. Like, yeah, and why?
Because I said this thing, this thing, this thing. Okay, well, what if you just thought to do that in advance? One time, I don't think I'm proud of this, but one time I made a wine pie, and so the opening shot is a pie crust, me pouring a bottle of red wine into that, so that Creates an emotion and a curiosity gap.
Why is she doing that? And I make this whole wine pie, which is a real recipe, by the way. But I had my fly unzipped.
And you just see it. I never call attention to it. And I make this whole wine pie, 14 million views.
If I was a real chef making a real recipe video, that didn't take away my credibility. That was a human mistake, a human moment. But that was the whole comment section.
And I knew it would be. But if I had a food blog and a mini chat attached to that, I just got so many more people. to go pay attention to my interesting recipe, collect their email addresses, and be able to retarget them for my recipe book.
Just by unzipping my fly and designing the comment section in reverse. That's our Missy Elliott method. Missy Elliott.
You want to put that thing down, flip it, and reverse it. Design every video in reverse from the outcome that we want. Ah, yeah, yeah.
You think of the outcome. That makes sense. So where do you see content going in the future now with AI and everything else?
What's the future look like? I think live streaming is going to be a big part of it because it's proof that you're live, that you're actually doing the thing and people want to be flies on the wall. I think AI micro dramas, like even when we were making Sora videos, remember Sora?
And it was like all these AI slot videos. We did a billion views on a single Facebook page in 20 days making those videos because that is what people want to watch. And if you want unlimited amounts of distribution, you make what people want to watch, not what you want to make.
And if 80 billion organic views has taught me anything, it is that there is a giant difference between what people say they want to watch and what they will actually pay attention to. They want to watch, even if they say they hate it and it's AI slop, they'll watch a giant semi losing it coming down a hill on a sheet of ice.
And then if I want the stakes to be even higher, I might put a mom pushing a baby stroller down at the bottom of the hill so there's a retention anchor in looming danger. And then I could have a savior come in and save them at the last minute who's wearing Roan clothing, you know, whatever we want to do. And so entertainment really is the key.
And that's why you have all these billion dollar brands coming in and creating entertainment for short form social. So like the brand that paid you 250 grand, what do they want you to do for them? We're doing Reddit.
We'll guarantee them 200 million views between now and the end of the year. And so we're doing Reddit for them, but we're also doing what we call logo clipping. So when you see, have you seen like memes?
So they got the white border or a black border, but it's a viral video of like some celebrity boxing thing. Somebody gets knocked out. It doesn't matter what the viral video is, but we put like a banner ad at the bottom that says a call to action.
So we're able to get hundreds of millions of impressions. just putting banner ads on organic content for these big brands. And it's just, it's the Walmart effect.
You know, it's like when Walmart has a $25 TV for sale, you're getting people to come to Walmart for the entertainment, for the $25 TV, but they happen to get a lot of other stuff, but you have the hook. So we use viral videos and entertainment as hooks to get the brand message out there at scale. I've seen the sports betting apps do that a lot.
Yes, that's exactly what it is. That's exactly what we do. Yeah.
Got it. Okay. So you think future -wise, live streaming's big.
Anything else? It's really entertainment, and it's going to keep changing and shape -shifting. But right now, I do think you're having people make AI dramas.
I'm going to show you this one afterwards, but it's for CPG brands. And you're just watching. There's this woman.
She went up to a DMV, and she's like, can I see your ID? She goes, you're not the woman in this photo. She goes, yes, I am.
She goes, the woman in this photo is 61. You're not 61. She goes, I am 61.
Look at the mouth on this woman. Tons of lines everywhere in her driver's license photo. And then she doesn't have any lines.
She's like, how'd you do that? She doesn't believe it. So she calls her manager over.
And you're just having this tension of the scene. And this woman is not matching this in the photo. She goes, what's your secret?
She's like, stamp my stuff. And then I'll tell you my secret. Tell me now and then I'll stamp it.
And they get into this whole altercation. And you're just like, is she 61 or not? We have this open loop and this emotion to see why this woman does not look anything like her photo.
She looks so much better. And at the end, she stamps it. They tell her the secret.
And she's like, here, pulls this out of her bag. And it's some wrinkle cream. So I got the 60 seconds worth of watch time watching a tense moment that I was dropped right in the middle of.
Created the problem. All the subliminal messaging points of it does your fine lines. They're gone.
You don't have any of this. Your nose got smaller. Whatever they're saying.
But then it ends up being an ad. But I don't even care at the end of it because I got. 10 million views and I was entertained the whole time.
Now I subliminally am like, I want that wrinkle cream. I bought it. You know what I was just thinking?
Like things like that used to be like super memorable commercials. Yes. You know, back in the day.
And it's like, bro, that commercial was so good. Yeah. But now with content, it's like, oh yeah, I want another.
Yes. And it's like, that's just normal. Yeah.
All the time. It's like, did I get, there's just so many great videos. Just.
coming out every day every day and i'm like yeah something like that used to be like dude did you see the new coke commercial yeah but people don't like do that anymore because it's just but now you can and you can do it at scale yeah with ai yeah and you'll get more views than uh a tv commercial absolutely yeah like we did the math once we were like wow we get more views than snl than jimmy kimmel than the grammys than the super bowl combined in a single day right In a single day, like we are living in the greatest wave of free advertising.
So knowing how to storytell is the key to everything for being able to capitalize on it while organic reach is still cheap. How would you grow somebody who is scared to, I don't know, put themselves out there? Like what is the first mindset shift you go through with them?
What are they afraid of? Like go to the pain. What do you think is going to happen?
And what is this core belief that you have that we need to break? And oftentimes when you can get somebody to say it out loud, maybe it's, I'm scared of my ex -husband seeing this, you know? And why are we scared of that?
Because his mom would always tell me that I was blah, blah, blah, blah, blah, blah. Okay. Well, when you say it, like, do we really care about that?
If that, what your ex -husband's mom used to say about you, you're going to let that hold you back from your dream life? Also, there's trial reels now. You can post it and nobody that you know has to even see it.
But if you want greatness, if you want to lead the orchestra, you got to turn your back on the crowd. It's one of my favorite quotes of all time. And I think about it often when I'm scared to do something in my own content or try something different or afraid of what people think.
If I'm asking for greatness and to use my God -given gifts, it's going to require pushing through fear. And so I feel like half of our coaching is therapy. It's therapy.
It's mental more than anything. Because you're like, here's the frameworks. They're pretty simple.
We can do this. Yeah. But if you never believe you can do the frameworks, then.
Then you won't do them. And we'll just spend all of this time and money talking off a ledge. Yeah.
Yeah. Yeah. That makes sense.
Yeah. What about fear? Do a lot of people have fear of failing on camera?
I don't think a lot of people are afraid of failing. I think they're afraid of being seen failing. You know, as entrepreneurs, we're used to failure.
We sign up for it. That's the whole, that's the game. We're going to fail at the little things way more than we're ever going to have wins.
And so I don't think it's that. I think it's that we're afraid of being seen because especially if you're a business owner and you're an expert at something and you've made it in your world and in your own mind, you don't want to be seen being a beginner again at something because it's your ego saying, oh, I don't want to be seen trying to do a talking head video right now and failing and getting my first, my hundred bad videos out.
And so you just resolve to, I don't need it. I'll just run ads or I just only want the right views anyway. And so that's the excuse for your content to stay bad and get low.
You know who that reminds me of? LeBron James and Kevin Hart. Why?
Because they both just started golf pages and they suck. Like they're bad. No, they're seriously bad.
They're really bad. But they have two different YouTube pages where they're trying to break like. 90 i think kevin hart's trying to break a hundred so that's like a below that's a terrible golfer that's like like the professionals shoot in like the 60s sometimes maybe in like the 50s i don't know no never the 50s never the 50s but they're in the 60s he's trying to break 100 so he's trying to get 100 or lower and he'll get like 140 like he's like super bad but He's probably a billionaire, ultra successful, but he started a YouTube page with him sucking at golf because that's what it takes.
Because that's what it takes. That's also wildly entertaining. I'd much rather watch somebody bad at golf, especially that's funny, than watch somebody who's great.
And I bet you he's going to get better. What clubs is he using to get better? What clothes is he wearing?
What trainer comes in and helps him? It's just an advertising vehicle. And so you know they've thought about that.
Who's sponsoring this to help him go from bad to good? We're going to watch his progression, and it's brilliant advertising. And all of us as business owners can apply that to our social media content.
How do you come up with ideas? Because really, the core root of why you're so successful is your ideas, and then how you package your ideas. What do you do?
I would disagree with that. People often think that you have to have a great idea. And there's this narrative going around that it's all about the idea.
You can make a video watching paint dry if you just storytell it good enough. We can take cross -stitching, glassblowing, and make it viral if we wrap a good story around it. Why does anybody care about glassblowing?
Why did you get into glassblowing? I was going through a divorce and I wanted a healthy habit and something that took all of my mental energy and focus that I couldn't think about the pain and torture I was going through mentally. So I'm playing with fire.
There's high stakes. So now can you, as a glassblowing teacher, have a challenge where I'm looking for 30 women going through a divorce right now who want to pick up a healthy habit? That's how I would sell out a glassblowing course and get people to my brick and mortar glassblowing place in Cincinnati.
You know? But I guess your, I guess, Then if we're to define your niche, it sounds like when you started, it was prank videos.
It was skits and, you know, kind of just pure entertainment, let's just say. You had to come up with ideas for what would be entertaining. How did you do that?
We look at what people are already paying attention to. That's step number one. We're not going to reinvent the wheel.
If we're doing couples humor videos and we want to sell an e -book on parenting or how to have a great marriage, I would. macro out to humor because it's universally understood and it's entertaining to watch. And that's the medium that we've chosen to create on, which is social media.
So I would look at, okay, what do couples argue about? Maybe I, as a girl really want a pet and he doesn't want a pet.
So we're not just going to get a dog and prank him. I got to raise the stakes. So maybe I turned the apartment into a barnyard for a day.
So we would take relatable themes and then just 10 X them so that they had a viral capability, but people saw themselves in it. But like, how do you brainstorm? Like you're brainstorming live right now, but like, do you sit down?
and you just start writing out your different ideas? Do you just get random ideas throughout the day and you just make a note? What is your idea process?
Now, if I'm being honest, they just kind of drop in. But before, but that's only because of the muscle memory. So when I was first getting started coming up with ideas, it was looking at Reddit, looking at what other people in my niche or the person that I want to be like, what are they paying attention to?
Take the niche off of it and just look at the mechanics of why it worked. It really comes down to science more than it does art. It's the science of art.
And so if you can just understand the underlying mechanics of what is the person that I'm trying to talk to care about, and I'm going to make something that they care about, but I'm going to make it bigger, I'm going to exaggerate it, then that's going to work. Why Reddit? I've never heard of people using Reddit.
Because that's where people are having real conversations. And so if I want to know what fitness people are interested in, I'm going to go see what fitness people are talking about on Google search. I'm going to look at SEO.
I'm going to look what's trending this week in Google trends, see what people are talking about. And then I'm just going to make content about that, what is widely relatable to the people that I'm trying to reach. And then I'm just going to use our little virality triggers to amp it up and make it really interesting to watch so I can reach a new audience.
Interesting. Very smart. Yeah.
Because I just think like a lot of people right now, it's just AI, right? I think a lot of new people who are trying to get started, like, okay, I need content ideas. Yeah.
Because they don't know how to do it. They've just never done it, right? And they're like, what should I, you know, I'm a plumber and I need content ideas.
Give me some ideas. Yeah. Yeah.
And it's so bad. It's so bad. That's why I'm saying like, what should they do otherwise?
I'm the plumber. And I'm trying to make content. I'm trying to do what you're saying.
How do I come up with 20 good ideas?
Tell me if you have any way in on this because now you're talking construction and he's done a lot of these videos. If you don't.
Can you explain what you're saying? Yeah, yeah. So what I would do, it can be this simple.
I would, if say you're a plumber, go type in plumbing in Instagram and you're going to see videos that have 109 million views, 115, 37. Now you can either take that concept that you know worked, spin it, make your own version, use your own products, use your guys with your logo and make it your own. and add your own unique value to it, but don't reinvent the wheel.
Or you can do a green screen reaction video to how dumb that plumber was. Or you can take it and do a carousel out of it. But I do think an interesting thing that most people could do as they're getting their creative juices, like, wet.
That's a weird way to say that. But as you're dipping your toe in the water, trying to become more creative, it is studying the craft like anybody else. Like any other industry that you'd want to get good at.
So I would go look at what other people are doing. And I would. take a viral video, and I would react to it, whether it's green screen or you're doing phone reactions, and then add your own unique value to it.
But you're hijacking a proven viral video that you need to have now a strong opinion on that, but you'll get used to yapping and talking to camera and feel safe to express your emotions, but you already have a winning concept that you're reacting to. What about speaking? Did you practice speaking or take classes to speak better?
I didn't. I practiced here. in the safety of my own room, you know, and just you feel so dumb, but you just have to know there's potentially millions of other people on the other side of this.
And so if I'm just sitting here talking like this and I'm acting bored, why are they going to think this is exciting? 90 % of language and communication is nonverbal. So I'm exaggerating.
I'm being interesting. I just saw the craziest thing on the internet and I've never heard of this before in my life, but it's going to change everything for the future of real estate. Like I'm excited about this, communicating excitement.
All people are doing, all we're trying to prevent on social media is that. Half a second of disinterest in a scroll. So if you don't think this is the most interesting thing, how is anybody else going to think this is interesting?
When we're watching content, the audience is subliminally thinking, all of us, is this the most valuable thing that I could be watching right now? And if the answer is no, they're scrolling. So part of it is how you're speaking and you can get your reps in just by doing something like the yap challenge or just have some structure to get your reps in.
And follow a protocol to help you be really good at it. Or join a challenge. Whether it's ours or somebody else's out there.
I don't care who you learn from. But you've got to learn from somebody. Otherwise, you're going to be doing the highest form leverage thing that you could possibly be doing for your business by yourself.
Yeah. And that's one, very lonely. Two, very frustrating.
Yeah. Do you think, I had a guy mention this to me before. He's a realtor coach for content and stuff like that.
And he was just like. honestly, the girls just kill it more than the guys. Like, they just get more views and everything else.
Do you think that that's usually true, that girls outperform guys? Because I've also heard it in ads, too. I think it's new.
Historically, no. I think it was very much a guy's game, especially when it came to authority content. I think we are now seeing the tables turn a little bit to where females are kicking butt in the space of visibility.
Maybe because people trust us more. Maybe because we're more willing to try and fail and our egos aren't as wrapped up in it as some of the guys who are successful business owners. But we are definitely seeing the tides turning to where females are having their moment.
Right. Yeah. Because I see, you know, our friend Ryan McGinn was like doing a study on it, too.
Oh, did you read the proximity report? It was way too long. I was just like, bro, I just give me that.
What was your what's the point? Yeah. He's like, well, there wasn't really a.
Okay. I'm like, you don't even know what the conclusion was. You just had AI just tell you something.
Um, but no, I, I, and I had mentioned to him, I go, I've noticed it too, of like, you know, girl realtors in specific do a lot better than guy realtors. Like there's just a lot more big ones than there are guys from what I've seen. Uh, I would disagree, but well, I'm not saying an actual production.
The guys vastly outperform the girls in terms of sales, but I'm saying on views and social media. I would disagree still. Why?
Ryan Serhant. He's the biggest realtor. He's one, but we're talking volume.
He's an outlier. What about, who's the, I forgot his name. Who's the gay dude from New York?
Ryan Serhant. No, the other guy. The other guy.
The tall guy. You know what I'm talking about? From France, Frederick.
Frederick Elkman. You guys don't know who he is? He's like the Swedish.
He's like seven foot tall Swedish gay dude, but he's super viral. That is a deadly combo. That is.
These are outliers. These have something unique. The seven foot tall French gay dude sells real estate.
This guy should be in the NBA. But with real estate, especially, there's so much happening all the time that's controversial that you could be talking about what's going on in the macro. And then we have a funnel drop framework where you...
Talk about something that's widely relatable to 90 % of people. This is our 90 % rule where the first sentence or two out of your mouth, do not niche it down enough. Yeah.
Do not niche it down. Make it so nine out of 10 people scrolling through would stop and be interested in this. Then.
You have some big bold claim or some big theme that you're talking about. Then you slowly go to middle of the funnel and then bottom of the funnel. And you can niche it down to underwater basket weaving if you want.
But you hit top, middle, and bottom of the funnel all with one single video instead of having all these content pillars. I'll give you another thing. Does being attractive help?
Yeah. But there's also wild amounts of viral people who are not attractive. It's one tool in the tool belt.
That'd be like just build those. Having a hammer help you build a house? Yeah.
But there's also chainsaws or whatever else you build houses with. Right. What about like...
Rough around the edges. I said don't talk to me about construction things. Jackhammers, whatever else.
What about... Do you ever advise companies or people to just hire actors? Where you're like, you know what?
You'd be better off just hiring a full -time actor. You just don't have it. Let's hire an actor.
Yeah, for sure. Because there was this founder, and we won't say his name, but he came into Viralish, and he's making these videos. And I'm like, do you hate this?
And he goes, I hate it so much. I was like, okay, we're not going to do this. Because I can tell that you hate it.
So either we're going to find a different... bit for you, which we did, or let's go hire somebody else to be the face of the brand. And you can go back to just running your company.
Maybe we should try for M19 Golf Channel, just hiring like a 25 year old beautiful lady and let her try to break 80 and pitch M19. Right. That'd be interesting.
That'd be an interesting try. And that's why you have even software companies or people in our world of like service -based info. Businesses.
Hiring UGC creators. I really just need to sign an already established YouTuber. Exactly.
That's really what needs to happen. Yeah, you're just wasting so much money and time where you could just pay someone else. Like, hey, we're going to give you a bunch of thousand dollars a month.
Just shout us out. It is funny that you say, you know, like just, and I never thought about it because I've always been the face of my own companies, right? Because I can do it.
But I'm like, yeah, you know, it's kind of like I used to be the sales guy of my own companies too. Yes. You know, but.
Do I have to be the guy always promoting my own companies? No. Do you always have to dance for your dinner?
That's where we were when we were just making prank videos. I call dancing like a monkey, but dancing for your dinner is a good one. Yeah.
We said we would cry all the way to the bank. But we had to make videos every day to be able to eat until we were like, let's hire actors to make all the videos. One, we don't want to do, but we know will be interesting.
Now we're making money while we sleep. And that was the start of Viralish growing as big as it's gotten now. Yeah.
That's good. I'm going to hunt down one of these YouTubers. I'm going to be like, script every video.
Yeah. Or just let them do whatever. Actually, just do what you already do.
You should get the pause guy. There's a guy who like his swing is like he'll go to the top and he stops and then he hits the ball. But he's like super known for doing that just because it's a little bit different.
What's that really hot girl that's blown up? There's now all these really hot girl golfers. Of course, their content is going to do well.
Because girls shouldn't be good at a man's sport. Yeah. I'm kidding.
I'm kidding. But you're so good looking and you're so much better than me at golf. Like that's just interesting to watch.
It's what we call our combo method, which is combining two things that don't normally go together. Yeah. It makes it novel.
It's a pattern interrupt. It's more interesting to watch. Yeah.
So what is the combo method for you? What are other things that give people like attractiveness is obviously like you said, it works. What are other things like advantages that people could have that maybe they don't even know?
Humor. Yeah, funny people. Humor.
And it could be deadpan if you're not funny, you know? But humor is just universal. What's the joke?
Like usually ugly people turn out funny? Yeah, they have to. They have to.
Yeah. What about, is there any - Is this how people get canceled? That's what we're going for right now.
Yeah, that's what we're trying to do right now. If you get canceled, that means you went viral. Yeah.
Yeah. What about like, is there any AI tools that you guys are using? All of them.
Oh, I'm obsessed right now. And this will date the date of this podcast, but I'm so obsessed with GPT Astra right now. It's back in our hotel room editing my entire next evergreen program.
What is that? It's the latest model of chat GPT. Like you don't even need Higgs field or seed dance or some of these other models, but you can plug it in.
But chat GPT Astra kind of just has that video modeling baked in. And so I can give it other plugins, but it's a full -on editor. We were not here 30, 60 days ago with these models being able to edit as well as they are now.
So it edits your content? Uh -huh. All of it?
Uh -huh. Really? Not, I don't know why I keep kicking you.
It's okay. Touch is my love language. No, no, no, no.
This means I'm listening to you and you're just really far. But it's editing. And so once I have to work with it and vibe edit a little bit to say, nope, move this, speed it up by 7%.
take out this gap, make her look to the left, you know, but you can just envision anything. So I don't think AI. Make her look to the left.
Is it doing AI? This is for AI content. It's for both.
So it's doing my educational content, but then also we're creating AI micro dramas with ChatGP. Right, right, right. And then I'm going to start secondary tertiary channels and we're just going to go to town and we're going to be our own clipping farm.
So just so you know, Brian's a boomer. He is anti AI. Yeah.
And I just use chat for like questions. Yeah. We've had the best experts on the show.
Yeah. And he's like, I don't get it. I don't get it.
Well, this is what was happening. He's like, cool. I think it's a bubble.
Yeah. I think it's a bubble. I think it's fake news.
I just told you what's happening. He's like, yeah, I don't know. I don't believe it.
It's NFTs all over again. I'm still asking at the weather, like just basic stuff. I'm like, when is it going to rain again?
Yeah, you don't need help coming up with good questions to ask people on your show. But imagine if you did. I know.
But besides that, is there any other tools that you're using? Yeah, what else are we using? It's mostly the primary models.
What is that? Yeah, we're building now. So the future of where I think.
info marketing and education and coaching is going is like, even just listen to this right now, we have calls on Wednesdays and Fridays at noon or Thursdays at five. So everybody, if you want coaching by viral is you need to come at this hour, between this hour and this hour, stand in a queue to be able to ask your question for four minutes.
How antiquated does that already sound? Versus we're now giving everybody in Viralist their own custom dashboard that pulls in their metrics. And if they do one of our accountability programs, then they say, they say, I'm going to post every day for five days.
Now, because we're ingesting their metrics and putting it through Viralist frameworks and methodologies, and I see Brittany only posted three times instead of the five times she said, now Adly AI pops up and is like, hey, Britt, you said you were going to post five. You only did three. Talk to me, girl.
What's going on? And based on her just chatting with my AI, I... The AI goes through all the frameworks and is like, what if you try this?
Sounds like your bottleneck is editing. Let me refer you to an editor who's an affiliate partner of ours. So we're able to just make a one -to -many program, feel one -to -one, and get one -to -one results as if I was actually writing your content.
What tool is that? We're building it. That's the other cool part is most of our solutions we're building custom now.
But what platform are you using to build them? Replit. Replit.
Replit. Your AI is going to tell Brittany, sounds like you need an STD. Have you heard of the hoe method?
It's like, excuse me? You know what? They remember it.
They remember the methods. Yeah. We make them sticky.
I'm not going to forget. Yeah, I won't forget. Yeah.
I'm going to think that every time I'm not doing it. It's like hook, objection, explain, right? Yeah.
Yeah. There you go. Explain or example.
Speaking of that, where can people work with you? Where do they go? Come to my Instagram and you'll see whatever we're offering to be able to help people at any given moment.
Find me on LinkedIn. Find me on viralist .com. Type in Adly.
You'll find us. Speaking of that, how is LinkedIn for you? We haven't talked about that platform and very few people do as like a content engine.
I know. It's so possible. It's just also on the to -do list along with long form.
But you're like, find me on LinkedIn. I don't even take it serious. Somebody's in my inbox over there.
Someone's paying attention. We're just not posting good content over there because I'm trying to just focus on one. Get great at one thing at a time instead of just being a master.
And speak to that because a lot of people think, oh, well, frick, man, this guy does this and this and this. And, you know, I got to be everywhere. I got to be omnipresent with all the platforms and all the forms.
Yeah. And I would say if you've already done the hard part of making the video, post it to YouTube, post it to TikTok, post it to Facebook, post it to Instagram. But we're typically always creating with one primary platform in mind, like Mr.
Beast, YouTube. Everything else is secondary. So while you're trying to, I would say focus on one, but you've already done the hard part.
So syndicate everywhere. Yeah. Makes sense.
So you're just putting the stuff on LinkedIn, even though, you know, it's not like necessarily built for LinkedIn. Yeah. Yeah.
But it's not great. So should I rather put not great stuff there or wait six months until I have the time to build a strategy out there? Right.
And I don't think I'm because that's more of our enterprise clients. I'm not posting there because we attract a lot of leads because what we do is really unique and I don't have the fulfillment right now to do it. So I haven't been focused over there.
Right. Well, cool. Well, I appreciate you coming on and sharing all those strategies.
It's been awesome. Great conversation. We'll link to all Adly's profiles, even LinkedIn down below.
Check them out in the description. And guys, if you enjoyed this episode and you're not subscribed yet, make sure you guys go ahead and do that. And we will catch you on the next one.
Peace. Peace.
The Hook
The bait, then the rug-pull.
The cold open sells the numbers first: 80 billion views, a million-dollar month, a follow from Mr. Beast. The episode spends the next hundred minutes on how that happened, and the answer is less about luck than about suspense, stakes and formats built to repeat.
Add Modern Creator as a preferred source and Google shows you more of our breakdowns in Search, Top Stories, and AI Overviews. It only changes what you see, and you can undo it in your Google settings anytime.
Add to Preferred SourcesOpens your Google source preferences with us pre-loaded. Tick the box and you're done.
Kallaway takes apart the neuroscience of the scroll-stopping freeze point, the four ingredients of a working hook, and the five to ten seconds after it that most creators never think about.
A 46-minute masterclass where the most-subscribed short-form storyteller on YouTube breaks down the exact framework, idea-sourcing method, and delivery principles behind her billions of views.
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