Transcription
On this video today, we're going to have a conversation with one of the world's most renowned experts on making content go viral. And we're going to be talking about the fact that you can make millions of dollars even if you have zero followers. In fact, followers and subscribers don't matter. That's the conversation we're going to have. And I'm going to have that conversation with none other than the man, the myth, the legend himself, three-time bestselling author, Brendan Kaine.
>> Thank you. Glad to have you here, brother.
Yeah, you on clap point. You're on clap point. He's worth clapping for. Okay. So, so millions, you can make millions of dollars with no followers. Now, I think I have a sneaky suspicion of how you would do some of that, but um do say more.
>> Well, I mean, first off, we've proven it time and time again, starting with, you know, people that have zero followers coming to us and scaling from there.
Mhm.
>> I think we got to start of like where we're at in the kind of stage of social media today.
>> So I started 2005, so 20 years ago. Back then there's 50 million people on the platforms.
>> Then you fast forward to 2010 there's a billion people. 2015 two billion people. By 2020 it was up to 4 billion. And today we're over 5 billion.
>> That's over half the population of the world on social media.
>> Yes. And it's continuing to grow. Uh and
>> so you mean everybody doesn't know who I am already? Well, you got you got more room to scale.
>> Exactly.
>> Yeah. So, just, you know, multiply what you're doing now by 10, 20, 30. It's possible.
>> Or 200, 300, 400. Exactly. Still possible.
>> 1,000%. So, back when I first started, social media is very simple. You get somebody to follow you or friend you, they connect with you, you post a piece of content, and people see it. What a revolutionary concept, right? However, as more people get on these platforms, it becomes more and more challenging for these platforms to determine, well, which post gets seeded to the person.
>> So, when you say when you say as more people get on the platform, you're not talking about more viewers. You're talking about more content creators.
>> More both.
>> More of both.
>> Both more of both. Because
>> again, like let's just say any one of us opened up our favorite app right now. It doesn't matter if it's Tik Tok, YouTube, Facebook, Instagram.
Mhm.
>> The algorithm, and I'll talk a little bit about the algorithm in a minute, has about at least 150,000 pieces of content. It could seed to us as individuals
>> based on the content we've engaged with, um, people we follow,
>> what
>> at any given moment, 150,000 pieces of content
>> any given moment. You got there's over a billion pieces of content uploaded across social media every single day.
>> That's there is so much diversity of choice. Now, however, like they can't seed you 150,000 pieces of content as soon as you open up the app. Like, you can't consume that much. So, it has to sit there and prioritize, okay, what are the top 10, 15, 20 pieces of content for this individual
>> that's going to cause them to stay on this platform longer.
>> So, that's where the dynamic shifted from early on in social media. It was all about followers, subscribers, and a vast majority of the people would see that. But as more content creators, but also more content consumers started entering these platforms, the algorithms had to be invented to control that reach and distribution of who sees what now
>> because now there's more supply than demand.
>> Yes.
>> And even though there's
>> far more supply
>> and even though there's a ton of demand.
>> Yes.
>> Got it.
>> Because we're talking over a billion pieces of content uploaded every day. I mean, there's so much out there. So, the algorithms were invented to control that reach and distribution. Now, there's a lot of misinformation about, oh, you're being shadowbanned or they're suppressing your reach on purpose to get you to boost your post. Like, that's inherently false. Like, I know that from managing over $300 million in ad spend. But also, if that was the case, why is Mr. Beast the most subscribed person on YouTube and not McDonald's, Pepsi, Nike, Nike, Coca-Cola, things like that?
>> So, what are they there to do? They are there to do one thing. Keep people on the platform longer so these platforms can serve more ads. That's how they generate profit. So that's where you know when we say it's like it's not about the number of followers, it's not about the number of subscribers. It's about your ability to grab and hold attention
>> so that you're playing to what the algorithms want. So you literally can start with zero followers and if you really design content in the right way and we can talk about in depth of how to do that
>> your first video could have a million, 5 million, 10 million views.
>> Your first video can
>> your first video can
>> Wow.
>> Yeah.
>> Okay. That's really really cool.
>> And and then you combine that now obviously I think and you're a master of the offer and we can talk about how it how it plays into the offer. I think when we talk about making millions off of social media, like how do you actually make millions? Because people
>> misunderstand the purpose of social media,
>> the the biggest mistake people make is they start out with social media thinking that their social media profile is their website and their posts are their ads.
>> And that's not it. You're not on social media to sell somebody something. You're there to build a relationship. How do I get somebody to know, like, and trust? Sold to but 99% of people get that wrong.
>> Exactly.
>> So it's all about getting people to know like you know like and trust you they automatically want to take that next step.
>> That's exactly what you have done. I'm the master on on specifically YouTube. What do you do? Two days a week you come on here and you give your lives and you build that relationship. You you deliver value. You build that connection. Sure. So that when you are ready to make that offer,
>> I have somebody to make it to.
>> Exactly. And people and people want to buy.
>> Exactly.
>> So that's the big thing is the other part of this is when we talk about going viral or generating millions of views.
>> This isn't about going viral for the sake of going viral. This isn't about doing a silly Tik Tok dance video. It's not about um doing something that is not core to your business. Any subject matter, any subject matter can go viral. We've proved it with insurance, real estate, fitness, nutrition, coaching. It doesn't matter the subject matter.
>> It just depends on how you tell that story that dictates whether it breaks through or not.
>> And if you tie your message to the content and follow the process that will break down today,
>> again, with zero followers, your first video can have a million views. And if you have the right backend, which you teach people about having the right offer, the right infrastructure, that video, that million views,
>> can turn into millions of dollars.
>> 100%. Wow. That's so good. So good. So you said it doesn't matter what content category they're in, coaching, medicine, real estate, insurance, whatever. You can make any content go viral. How? So this is a really important point. It's not about the content,
>> okay?
>> It's about the context.
>> So let's just take uh an example like just give you some examples. So like in real estate there's a guy named Ryan Sirant over a million subscribers. There's Clear Value Tax, a channel all about taxes has over a million subscribers.
>> So what's the difference between because and how many real estate agents are there? How many tax accountants? How many coaches are there on social media?
>> Quadrillions.
>> Exactly. So, what separates
>> separates the the successful ones from the ones that are not breaking through?
>> It's not what they're saying, it's how they're saying it.
>> So, so the foundational piece here that we look at from from Hookpoint uh perspective, the company, we've we spent 15,000 hours analyzing content. And what we are looking for is called formats. So, what is a format? It's a storytelling structure that has proven to um generate results time and time again. So I'll give you one example. So man on the street, I'm sure everybody has seen man on the street. What is man on the street format? You approach a random stranger on the street. A story unfolds and you know there's some uh aha moment at the end. So you are on one of the biggest channels that has has done this of school of hard knocks.
>> School of hard knocks. They have generated over a billion views. is they have 500 videos with over a million views each.
>> So, Man on the Street is an example of a format. Now, you know what the fascinating thing is?
>> When do you think the first time Man of the Street was used? What what year?
>> I don't know, 2007.
>> 1954 for the first season of the Tonight Show.
>> Wow. Wow.
>> So that's the thing is like a lot of people think that social media is this mystery black box,
>> but it's history repeating itself.
>> It's using storytelling patterns and structures to apply to this new medium.
>> So when you say context, are you talking about a format is a context of a a categorical context and then are you also talking about the context of the specific content for that specific video? You talking about either one of those or both?
>> Both. Okay. So the format gives the structure.
>> So let's take man on the street for example. It's a structure. You approach a random stranger on the street and a story unfolds. So you were on school of hard knocks.
>> School of hard knocks is all about entrepreneurship. Like how did you make it your first million dollars? How did you you know what is your success story,
>> right?
>> That so that there's context of how you're using it within that format.
>> Okay.
>> But then you can have somebody in a completely different industry like Body by Mark who's a fitness nutritionist expert. So he approaches random strangers on the street that look fit and ask them what's your workout routine.
>> Or you can have a good friend
>> like this guitar guy that I watch. He's standing on a street corner and asked people to sing with him.
>> Exactly. Or you'll see the people in the pianos and like the the train stations or my friend Alex Stemp that's a photographer approaches random strangers on the street
>> ask if they can take a picture of them and
>> and then the story unfolds. So that structure
>> is leveraged
>> is a form of context. Yeah. Okay.
>> Exactly.
>> Wow.
>> Yeah.
>> Okay. So when it comes to the partic the particular video now okay what does context look like with regard to um a particular video that somebody's going to do now is there is there a framework like there's a format for different videos man on the street um one what is it called um one light bulb two characters right so what is a what is a cont what does context look like for a particular video that I'm creat creating about XYZ topic. What is the are there contextual frameworks for that like there is for the format of the overall
>> Yeah. Do you want to do some fun little exercises to do it?
>> I love fun little exercises.
>> So, let's watch. We've got pulled up. We've got three different formats. So, let's actually just show some actual tangible formats and then we're going to dive into an exercise of what you're talking about. Like what is the science behind it?
>> Okay, cool.
>> Can we can we play the the first one? So your manager asks you to do something and you want to say no. What do you do? I need you to prepare the agenda for the team offsite by this afternoon. Now instead of saying I have absolutely no time for that, try saying of course. Could you help me prioritize my project list? Then take them through everything on your plate and ask which of these would you like me to deprioritize to fit in the new task. When my clients have done this, their boss has said, "Oh, you're at capacity. Don't worry, I'll get someone else to do it." Or they've reduced the load to make it work. It's respectful and highly effective. So that's a professional advice format. So that format, she's just giving advice to professionals on different things that can happen in the work environment. So that video did 5.2 million views and she's used this format to generate 4.7 million followers.
>> So another person we both know, Cody Sanchez, absurd success stories. Let's watch her using her format of absurd success stories.
>> This is crazy. I came across a Tik Tocker who made a garlic butter video and the video went viral. So viral that he turned it into a series. How many views did he get? A billion on like 90 videos. So next he started an organic butter company and he sold a 100,000 blocks in 10 weeks. I'm calling this the all things butter strategy. See what goes viral. Repeat that virality. Turn it into a product. Share the journey. Sell a company.
>> So she's taking really interesting
>> uh entrepreneurship business success stories that you wouldn't expect and she generated 3.9 million views with that video.
>> Wow. The last one is uh walking listicles is by a guy named Robert Croak. He founded the company Silly Bands. Now I the reason I like showing this one is this one shows you there's no excuse of saying I need a fancy a camera or equipment to be successful. You can see how simple he's just walking around the block recording this. So let's watch the walking listicles.
>> Do you want to be the first millionaire in your family? Here are my three best tips to help you achieve it. Number one, start investing early and often. And don't listen to the fake gurus that tell you need 20 to 50 grand to get started. That's just find a way to save 50 to $100 a week starting out and let compounding do the rest. And number two, you have to change your mindset. When you get money, rather than thinking about what can I buy, think about how can I invest it. And number three, swap out three time sucks. You know what they are. and use that time to learn two new skill sets. If you do this for three to six months, you can easily add two more income streams and you'll be on your way. All right, so we have the plan. Let's go. So this video has 27 million views. So each one of these formats can be used for any industry, any sector. So let's move on to the next slide. So this is where and this is where you're getting into the science. This is where most people go wrong. Okay? And this is why 99% of people will fail when they're trying to execute a format.
>> Okay?
>> And it's because they don't understand why does it work. They see they see Robert saying, "Oh, he's just walking around the block. He's just talking into his camera. I can do that." You do that and you fail. Or like School of Hard Knocks. If you're just walking around stopping people, a man on the street and you stop there, you'll fail. So let's move to the next slide of how we actually go through this. So we have this secret ingredient called gold, silver and bronze. So we have this proprietary method of decoding how this works. So first we have um the gold. So we have gold, silver and bronze. So we will take one of those formats and what we do is we take 20 of the high performers, 20 of the average performers and 20 of the low performers and we start to decode what's the difference between using that format to generate millions of views but using it and it doesn't break through at all
>> because that's where most people start and I'm sure you do this in offers is like what's the difference between a great offer and a bad offer? Because just because you make an offer does not mean you're going to close money. It's the same thing with content. Just because you use a format, just because you use walking listicles or success stories or professional advice does not mean that it's going to break through. Right?
>> So that is where we use this and we're going to actually do this exercise together now if you want.
>> Oh, I'm ready. Okay.
>> You and I are going to do it or you and I and everybody here.
>> Everybody here is going to do it. Let's go.
>> So, okay. So, keep uh tabbing through.
>> Okay. So, we're going to look at another format. This one is called how do you know? And I like this one because it's a very simple one to execute. So there's three key ingredients. It takes a timeless idea and makes it feel urgent and relevant. It tackles real topics like anxiety, relationships, career, and it's shot on a phone.
>> It's meant to kind of feel like a FaceTime call. So we're going to look at a a digital philosopher, Julian de Maderos, using this format. This video did 17.6 million views. Let's play this video.
>> Here's how you know it's true love. Like potentially the love of your life. And this is a simple rule from the philosopher NZ who basically argued that love is the highest form of friendship. Or in his words, what makes most relationships fail is not a lack of love. It is a lack of friendship. And to cultivate friendship in love means finding somebody who makes you smile, who makes you laugh, but above all who makes you feel safe. It's like George Elliot who wrote that it is quote the inexpressable comfort of feeling safe with a person. And when you feel safe, you can be your most authentic, childlike, joyful self. You bring out the best in each other. It's like Dr. Seuss who wrote that life is weird. Everyone is a little weird. And when two people meet whose weirdness is compatible and they join forces, they call it love. That's what love is. It is the highest form of friendship. It is finding someone who is your friend for life.
>> So on the surface, people like, "Oh, I see what he's doing. He's just talking into the camera." But if you do that, you're not going to get 17 million views. You're probably going to get 500 views. So, we're not going to make that mistake. So, let's move to the next slide and we're going to do an exercise together. So, we are going to watch two more videos from him in the exact same format. One generated millions and millions of views and one not so much.
>> So, we're going to watch both of them and then I'm going to ask you guys which one performed better and quiz you and see if you get it right and then we're going to break down why. So, you guys ready?
>> Okay, let's watch the first video.
>> Here's a simple sign that you have a true friend. And this is a simple rule about friendship that goes back to the author Isabella Ende in which she writes true friendship withstands time, distance, and silence. And what she meant is that a true friend has three things. One, you're friends for life. Like not just for a moment, for life. Two, you don't have to be in the same place. You may have grown up together but gone your separate ways. That matters nothing. And finally, number three, you don't have to speak all the time. This one is crucial. True friends don't have to speak all the time, but when you do speak, it feels like no time has passed at all. Hence, this is very similar to the quote about friendship from Elizabeth Foley in which she says, "The most beautiful discovery true friends make is that they can grow separately without growing apart." That is a true friend, a friend for life. True friendship withstands time, distance, and silence.
>> Okay, so that's video one. Now again, we're watch video two and think about which one performed better and then I'm going to ask you guys why. So just make sure to play the video and not go to the next slide that has the results. So if you just tab once and let's watch the video together. Here's how you know that you have a bad friend like a fake friend or a fair weather friend. And this goes back to a simple observation by the author Christian Nestle Boie who once wrote, "A bad friend is like a shadow with you when the sun shines but disappears when it gets dark." And what he meant is that a fake friend is somebody who likes to hang out when things are great, but they disappear when things get hard. A fake friend walks out of your life when you need them the most. And vice versa, a true friend is somebody who is with you at your darkest hour. Somebody who comes precisely when you need them. And so a true friend is somebody who is there for you no matter what. They are loyal to a fault. But a bad friend, a fake friend, a fair weather friend is like a shadow with you in the sun, but they disappear when it gets dark.
>> Okay, Myron, which one do you think performed better?
>> Um, I like the first one better, but I think the second one performed better.
>> Why?
>> Um, because I think more people can relate to having a bad friend, at least because bad memories tend to linger longer than good ones for most people. And most people can remember having bad friends and not most people can remember having friends that grow to that they grow closer. So fewer people can relate to the first one than the second one I think is why.
>> Can we tab over to the the results? So the first video did 54 million views. The second video did 276,000 video
>> views. Okay. So the take this in consideration. It's the same creator, the same format, but we're talking about 53 million views video performance.
>> That's crazy.
>> So, let's break it down together. So, what we do at Hookpoint, we look at these things called performance drivers. These are the things that drive performance up and drive performance down. So, this is getting to your question of like what is the science behind how to master the format, the context before. So, if you can tab once, we'll bring up the first performance driver, which is the perspective shift. So the first one, it starts with a surprising take. True friends are maintained through silence. So what this does is it challenges the viewer's assumptions versus the second one. It's kind of a predictable message that we've heard. It's fake friends aren't there for you when you need them
>> and everybody already knows that.
>> Yeah, that is and that's a big thing is like if you feel like you already know it, even if you're the person's have a different perspective, you scroll to the next one. M
>> okay so um click tab one more time to the next one. So then we have the delivery and credibility. I think I forget who was over here that said it was like uh more professional
>> there was so he's confident and concise. So he introduces the quote directly. He calls it simple and makes it accessible to everyone versus the second one it kind of feels a little bit repetitive and insecure in how he's doing it.
>> Um so he's using filler words. He's repeating the quote and it overexplains to kind of seem intelligent.
>> Um tab to the next one. So, the hook. So, the first one, it's short, it's punchy, it gets to the point quickly without lingering uh in video one. Video two, it starts strong, but then it drags on with these extra lines that dilute the impact. And that's the big thing is like it's no longer just about hooking people. You have to have to be able to hold.
>> You have to have substance to holding their attention. Uh, and tab one more time.
>> So, the viewer self-reflection and tension building. So, in that first video, video one, he had he builds a three-part checklist. It's very clear. He has um time, distance, silence. So, it encourages this deep reflection within the viewer versus the video two, the underperformer. It states one trait um early on
>> with no buildup. So, there's no moment, there's no self-reflection in there.
>> So, can you kind of see like the difference between just looking something on a surface level versus this deep analysis?
>> So, when we do this,
>> we're not just doing one video side by side. We'll take 20 of those high performers, 20 of those low performers. So we spend each format we spend 15 to 20 hours to really diagnose like what are those contextual elements that go in. So if you can tab through I'm going to kind of share some of those performance drivers. And if you tab like six times to show the whole thing. So we have visual, we have storytelling, we have delivery. So these aren't these are like in our library. Each format has its own DNA. Like the combinations there's like thousands of these combinations.
>> Sure. But it just this is like pure storytelling. I'm sure it's very um close to what you do with offers. There's all these small nuances in the psychology of how you deliver your offer, your product, and the tone and the cadence, the delivery, all these elements. The same thing is happening on social media. It's with these storytellings.
>> Do you want to do a little bit of a exercise with your own content?
>> Sure.
>> Okay, let's do let's go to the next slide. So again, with this
>> Well, there he is. So, so we've done again with this analysis that's gold, silver, bronze. Our team's done about 15,000 hours of research analyzing 500 of these formats. And I say that because there are so many different formats out there. This is not there's only five and you have to do it even if you don't like it.
>> Cuz people get pressured into thinking they have to be somebody, do something they don't want, right?
>> But there's so much opportunity. And that's why I spent the past, you know, six or seven years just building this massive library because I want to connect people with their ideal format so that they can kind of feel that authentic connection and break through because if you don't feel authentic to the content you're creating,
>> it's you because the thing is we're all professional content consumers is our subconscious is making all these decisions for us on split seconds and they can kind of sense these things. So we're going to do the same exercise together. You probably know which one performed better or not because you created it.
>> I don't I don't watch.
>> Okay. So, we're gonna do this same exercise. We're gonna watch two of Myron's videos and then we are going to reveal the results. Let's play video one.
>> You take your entire paycheck. You deposit it into the home equity line of credit to pay down your mortgage. You then write all of the checks for your bills out of the home equity line of credit. You use money from your home equity line of credit to pay your mortgage, your electric bill, all your other bills. You will pay off your mortgage depending on how much money you make in somewhere between 3 and 12 years instead of 30 years. Whatever you do, don't ever refinance a mortgage. Refying a mortgage to get a lower payment is a con job. They tell you, the bank tells you, the story line they give you is that well, you re you get a you get a home equity line of credit to lower your payments, but you buy into that. But what they know that they're not telling you is when you refinance that mortgage, you restart the terms of the loan. So now it's a new 30 years and the majority of the payments for the at least the first 7 years goes to interest. So you're going to end up paying more at a lower interest rate with a lower payment on a refi than you would have ended up paying the bank if you had just kept on making the same old mortgage payment.
>> Okay, so that's video one. Let's watch video two.
>> And I'm telling you, like you could start as an affiliate today. I literally know people who only do affiliate marketing. What does that mean? That means they only promote other people's offers and they make over $10 million a year. They don't have any fulfillment. And by the way, one guy that I'm thinking about in particular, he doesn't his name's Eric. He doesn't um he doesn't even promote stuff for sale. He just promotes lead gen and gets paid for generating leads over $10 million a year. What? Okay, Myron, do you know which one for horn better?
>> Oh, yeah. The first one. Yes.
>> Why?
>> Why? Um, one, I was talking about something that affects everybody. Everybody knows what a mortgage is. Everybody doesn't know what affiliate marketing is. That's one reason. Um, I think the other reason is I'm telling people they can do something that most of the people who watch that video didn't know they could do. You can pay off your mortgage in three to seven 3 to 12 years. Um, most people don't know that. Most people don't know that that there is a very big difference between a home equity line of credit and a refi. And that a home equity line of credit if you have a lot of equity is way better than there are some instances in which you should get a refi. Like if you bought your house at the peak of interest rates and it's less than five years later and you can get a lower payment. But that wasn't what I was talking about. But I think it's I think that one did better. My the the energy was higher because I was talking about something that I was excited about because I've been using home equity lines of credit for the last 20 years. So it's not a new concept to me. It's something I've been doing forever. So, I think all of those reasons it's it it's had a lot of aha moments in that video. Yeah. Whereas the other one, not so much.
>> Okay, let's move to the next slide and show the results.
>> So, 6 million views to 31,000 views, same person, same channel, same stage, over 5 million views performance. So, let's go to the first performance driver if we can tab over. So, the hook we talked you there's a little and this is a big thing is it's not just the hook, it's the absurdity of the hook, right? And this plays into it. One of the other videos I was thinking about choosing but it's too easy is the one where you're pretending to pour gasoline over your >> Mercedes I mean my Rolls-Royce. So, there's this there's this absurdity to the hook of take your entire paycheck and put it into your mortgage payment which is counter to what everybody tells you to do.
>> Wait, do what? Yeah.
>> Yeah. Exactly. Versus the other one. Uh, the other hook, the opening line lacks that specifics. Um, you could have mentioned like the 12 revenue upfront or there's just lacking that absurdity and the promise of value. The second one is the delivery and this is a little bit more nuanced, but that first one like the confidence was coming through like the viewer trusts you in what you're saying because you're presenting in that way versus the other one and it's just more because it was just clipped out of something. you're kind of like thinking your way through it. Looking your iPad, you're kind of like
>> thinking the point out as you're doing it on the fly, right? And that's just because it's a clip taken out and sometimes that happens, right? Uh, let's move to the next one.
>> And the work to wow. So work to wow means how hard
>> does the viewer have to work in order to have that aha moment. So that's why we call this performance driver work to wow. So the the the f video one, the high performer, the the structure is very linear linear. It makes sense. It's easy to follow even though it's kind of a complex topic in terms of how mortgages work. Now, everybody has a mortgage, but how they work
>> is kind of complex and you did an amazing job of like simplifying and breaking that down versus the other one, it's kind of hard to follow. Are you telling a story? Are you giving advice? It's just kind of it makes the viewer work too hard. And again, when we live in this this this death scroll culture,
>> good concept,
>> you you you can you have to keep them going otherwise they're going to scroll scroll scroll.
>> So again, that's kind of like what we look at in this gold, silver, and bronze process of how do we actually understand when we're tackling a format, we're creating content like what's the difference between the high performer and the low performer. Does that resonate? Make sense.
>> Oh, 100.
>> Yeah.
>> Yeah.
>> So, like again, like this this process I've been developing for for over 20 years. Um, and as a gift for everybody tuning in, like they can get both of my books just for Myron's audience for free. The one that we met through Hookpoint and the new one, Guide to Going Viral, if they just go to hookpoint.com/myron, they get it for free.
>> hookpoint.com. Got it.
>> But now I want to kind of just do a little bit on the the the YouTube side. Okay. So, let's move to the next slide. I did some analysis
>> on your hooks from your YouTube channel. Now, we can't watch YouTube videos because they're much longer. So, I wanted to look at the hooks. And so, I my team and I spent, you know, hours analyzing millions of views against your top performing videos to identify four different patterns that are driving consistent success. So, let's move to the first pattern.
>> So, the pattern one is uh economic escape fantasies. These videos sell transformation. So, it's about going from nothing to wealth. So, it's how to get rich starting from 0, a million views. Hard work doesn't build wealth, a million views. It's so incredibly easy to get rich, 415,000 views. How to be finally free from poverty, 69,000 views. So, it creates this promise of I'm going to take you on a transformation of learning on how to go from nothing to wealthy.
>> Are those the video titles or the thumbnail titles? Those are video titles. Yes. Not the thumbnail. Yeah,
>> these work because there's promise of relief from financial struggles and there's this counterintuitive path that you always teach that really resonates with the audiences that overcome these limitations.
>> So obviously as you mentioned thumbnails play into it but like for us to do that we'd be here for like three hours combining all of
>> combinations but I can send that analysis to your team.
>> Um, the second pattern if we go to the next one
>> is counterintuitive contrarian beliefs. So if you could
>> I don't have any of those do I?
>> So the my most viral titles challenges entrenched assumptions. Hard work doesn't build wealth. Why I don't worry when things don't work out. No doubt only belief.
>> Selling without selling.
>> So if you tab one more these these work because it contradicts what they know to be true. Mhm.
>> And again, as we said, is if they already know what they think is going to happen, they're most likely going to skip it.
>> But if you can say, "Hey, no, I have a different perspective that you haven't heard before or a different perspective based on everything that you have been told."
>> That is where you drive massive performance. So, it's belief breaking, it's insight, it's transformation. So, let's move to pattern three. So, mindset as a pathway to money. So a big chunk of views comes from titles that connect mindset to money and it's a big part of what you do. It's mind over millions my millionaire mindset escape the poverty programming trap.
>> So why this works this allows the that content approach of mindset it broadens the potential audience for your content. So you don't need money or knowledge to in order to to um
>> you know break through with your content. You just need the right belief system to push you through. So this reduces a lot of the friction
>> with getting people to click and watch your videos. So let's move to the last pattern, pattern four, simple, explicit value strategies. So you do an amazing job with this. It's your you your promise is very clear and you create actionable pathways. So it's um sell expensive stuff to rich people.
>> That's an amazing strategy. Simple, straightforward, but
>> 80% of it right there.
>> Exactly. But it still gets people to want to learn how do I actually do that? The exact formula for turning $100 into $100,000 per month. People skills that can make you millions. So, this makes it feel like that wealth is straightforward. It's not complicated. they high even though what you do is extremely nuanced and deep and complex and all the nuances you do an amazing job with these videos that make it seem like it's hey this is straightforward just come with me on this journey um so it highlights a specific strategy and not vague advice
>> so good
>> so so that's kind of answering your question in a long-winded way in a depth way of like how you look at the science
>> behind the context of the individual pieces of content yes really So, let's talk about like the monetization layer because that's kind of like your expertise of coming into this is
>> you use these tools. Again, it's not about how many followers you have. You use these tools no matter where you're at. I don't care if you're at zero followers, a thousand followers, 10,000 followers. The follower number is not your limit,
>> right?
>> It's the story that you tell, the format that you use, your understanding of why that format works. M
>> and once you have that going well then you need the backend engine to make sure that you're capitalizing off of that attention
>> 100%
>> because attention doesn't automatically equate to dollars right
>> you need to have the infrastructure behind it
>> to turn it into dollars
>> so people ask me all the time Brendan what's the ROI of social media
>> and I said it depends how big is your vision
>> right?
>> because I know people that have used social media to create billion dollar companies right? I know people with million millions of followers that only do you know low six figures a year.
>> Yeah.
>> It's not about your audience, it's about the engine behind it.
>> Right. Right. And like what's the purpose? Uh I think a lot of people create content for the sake of creating content because they think that creating content is the answer as opposed to realizing that it's a step on the journey. It's one of the steps on the journey.
>> Yeah.
>> So yeah, I I was fortunately for me, I was doing offers when social media didn't make sense to me. And I can remember saying to my son and my daughter, but I don't want dad, you need to post this on Facebook. You need to post this on Instagram. I don't why why would why would anybody care? I don't understand. It doesn't make sense to me. And they would say the same thing. It doesn't have to make sense to you. It makes sense to the people who want to watch you. And so I was making offers when I had no social media following. I was making offers when I had a small social media following. When I finally understood that social media was more about these multi-billion dollar companies finding the people who are interested in my solutions for me. They're putting their billions of dollars of resources like on the table to find people that are interested in my content that I can then later make offers to and they buy things. I'm like, what are we talking about? That's on another level. So, I think I think for me that um 2000 2018 I had 3,000 maybe 3,500 subscribers on YouTube.
>> Like,
>> and what are you at right now? 1
>> 1.3 1.4 million something like that. Yeah. And we just do one video a week on that channel now.
>> And my other my Bible study channel we just started last July. It's got 144,000 subscribers and that I I just looked this morning just fact because I was talking to the people in the studio like or in my challenge our Bible study ch like I don't have a church. I don't have a church staff. I don't like I'm not on salary in anybody's ministry. YouTube paid me in the last year for teaching a Bible study that I was teaching anyway. I didn't start teaching this Bible study for YouTube. I was doing it at like a local restaurant here in Tampa. Yeah. Right. But we just started doing it in front of YouTube. And now in the last 365 days, that channel has paid me. This is just ad revenue. This is not I don't have anything for sale there. $116,000.
>> They're paying you to create content for
>> They're paying me to create content
>> for your own business. my own well just for my own that's for my own nonprofit ministry like service to the world right and then on my main channel $59,000 in the last 365 days that's how much they paid me that does not include all the people who have bought challenge tickets bought coaching programs and millions and millions and millions and millions and millions of dollars worth of other stuff so I am giving them what they want just like you said the algorithm wants people to create content, content creators to create content that keeps people on their platform longer. And so I love doing what I do and I love doing it on YouTube long form especially because some of my content like you said is very nuanced and somewhat it's very um it can be complex but it takes a while to simplify it. And so I don't mind being on a YouTube video for an hour and I don't think people mind it either. So I didn't know that YouTube has this thing. Do you know YouTube has this thing now where it shows you whose videos you've um consumed the most over the last 12 months. Yeah. So all these people are posting. One person posted they watched 409 of my videos in the last year. I haven't watched 409 videos of anybody ever. It just blew my it like four that's more than there are days in a year. And people watch 409 videos of mine in one year. How? Anyway, it's just kind of mind-blowing.
>> Yeah. And I think that the the big message and and tell me I if you if you agree or disagree is that
>> social media is like a great thing to have for your business today, but in the future it's going to be a requirement. Like
>> oh if if it's not already there
>> I think it's a requirement right now. I think if you don't I think if you don't jump on the train like newspaper, yellow pages, radio, television, advertising is like a wagon train in the era of supersonic jets, which is what social media is. It's like it's like there's no comparison now. But the difference is everybody now has the potential to have access to everybody now. that's never existed before without having to spend money.
>> Yeah. Literally, you can pull out your phone with the right story.
>> You can reach millions of people.
>> Millions or 10, right? You don't have to pay. Exactly. Like,
>> but the thing is I want to kind of, you know, cuz there's some people out there that are holding themselves back from it. And and that's the big takeaway from today is
>> even if you're starting with zero followers today,
>> you with the right story, you can still get a million views on your first video. And if you have the right backend offer, you have the right structure, you can make millions of dollars. Number two,
>> you could make a million dollars in less than 30 days with the right video and the right offer on the back end.
>> 1000%.
>> If you're if today is your first day, 10,000. Yes, I agree with that wholeheartedly.
>> And the big thing is it, you know, when we match people to their ideal format, we we look at the resources that they have. You literally can start today with an iPhone. You don't need to wait till you have a big
>> lighting kit and studio and Sony FX6s. You don't need a a a phone and some sunshine and go outside and open your mouth and
>> Yes.
>> And you don't need a team. You can literally start doing doing this on your own.
>> Did you know
I'm I'm sure you know this, but I'm asking you, did you know for the people who are watching, did you know you can actually edit videos on your phone? You can actually edit videos in the app. These apps, these apps are creating tools for you to do it in the app. They want to make it as easy as humanly possible.
Now, this is the big thing that will blow your mind is that these platforms need us. Yes, this is not Netflix. This is not Disney Plus. They don't invest billions of dollars into content. They need us to succeed. They want us to succeed. They don't want to shadowban you. They don't want to get you to pay. They want you to create content that's good enough to keep people on the platform.
Yes. Right. But the but you cannot do that if your only interest is creating content that keeps people on the platform because there has to be a business tied to it. Well, but but but even even that even even even at that with a business tied to it, if if you're if you're thinking about yourself when you're creating your content, the only person who's going to watch your content is you. Because people who try to be interesting are boring. It's only people who are interested that are boring. And you have to be interested in solving other people's problems and interested in doing a deep dive on how to fix somebody else's life. And if you can figure that out, like if you can figure out how to be interested in solving other people's problems, people will watch you because they can tell whether or not you figured out their problem or at least whether or not you think you have.
1,000%. It's like what I what I said at the beginning is if you go into this and start creating content with the mindset of how am I going to sell somebody on something, you've lost already. It's a wrap. How can I get people to watch my video? Nobody cares about your video. Nobody cares about my video. How can I solve their problem? They care about their problem. They've been caring about their problem their whole life.
Yeah, we had uh we had a guy come to us. I think I told you about him last time, Tanner Leatherstein. Oh, yeah. Tanner. Yeah. So, so he came to us, 2,000 followers, and he couldn't break through. Why? Because he was just creating ads like selling trying to sell he sells leather goods like leather handbags and purses and things of that nature. But then when he came to us, we helped him design a format called is it worth it? Where he takes expensive handbags, like a Chanel handbag, like a $5,000 handbag, deconstructs it on screen, and tells you whether it's worth the money that you pay for it. He's no CTAs, not talking about his product. He's just sharing his knowledge. He went to 2.5 million followers. One product on Etsy sold over a million dollars and then he gets flown to like uh Paris Fashion Week like VIP parties with all the the top people and things like that just because he shared his knowledge and people bought into him and then they automatically want to buy from him.
So good. And that's exactly what what you do is like like I I think we talked about this last time as well is like you actually had your format from your previous experience speaking in churches all around the world churches speaking at business conferences speaking in network marketing conferences all of that. I had the format. I just didn't know how valuable it was. I already had the skill set and the mindset and the tool set. I just didn't know that I could put it together into I didn't if I would have known that millions of people cared about me studying the Bible together, I wouldn't have done it at IHOP on Bears Avenue in 275 starting in 2013 when YouTube was already a thing. I would have started on YouTube, but I didn't know.
But what was the biggest audience you spoke at before you started social media? Um, before I before I really got into social media, 30,000 people. So 30,000 people. We just watched a video today that reached 6.9 million. Million. Exactly. 6.9 million people. I mean, that's what people get lost on is like, think about the last stadium that you were in, like for a sporting event, right? Like, you can reach that size of people every single day with just mediocre content, right? Now, if you dial it in, you can be reaching millions and millions.
Yeah. I mean, a low performing video for us would fill a lot of basketball reads and and and I would say the last in a week. In a week, it fill Yeah. You do it every week. Yeah. It would in one week the number of people who watch our view videos could fill most basketball arenas. Yeah. On a low performing video. The good ones no chance. Yeah. Yeah.
And I think the other thing that holds people back that I hope we've kind of demystified today is that social media it's not luck. You don't need some Willy Wonka golden ticket. You don't need a Harry Potter magic wand. You just need the right format and the right analysis to understand what makes that format work. If you have that, put it on rinse and repeat and don't get bored with it. Exactly. Yeah.
Cuz again, I started my career in the film industry, right? And like every I learned that every movie of the past 100 years has used the same format, the three-act structure. So like every Stephen Spielberg movie, whether it's Indiana Jones, Jaws, or ET, or Saving Private Ryan, all follow the same format. There is people think that kind of like that that a format restricts creativity. It actually unlocks it. It does. It gives you the container to become a masterful storyteller.
Did you know that's a biblical principle? Is it? Yeah, it is. And the principle is that freedom can only exist inside of boundaries. If there are no boundaries, there can be no freedom. When I go home today, the reason my next door neighbor Lou is not going to be upstairs in my movie theater watching movies is because we have boundaries called a house. So, I'm free to do anything in my house I want to. It's my house. I mean, within the bounds of right, obviously, but Lou doesn't. Lou can do anything in his house, but he can't come into my house. Why? Boundaries create freedom.
Yeah. And it's the same thing goes with content. Same thing goes with content. And the same thing with what you do with offers and funnels and you you have to have that that structure in place in order to become a master of it. 100%.
Because if because if if you didn't have the boundaries, if you didn't have the structure, it would be different every time you did it. And so you wouldn't be able to put things on rinse and repeat. So the thing that makes it repeatable is the fact that there are other boundaries. And yet people kind of they they kind of harp on well I want to be completely authentic. I want to be completely original. I can tell you everything has already been said. Everything has already been done. Exactly. You just have to put your own spin on it. Right.
The only thing that you can add to everything that's already been said or everything that's already been done is your perspective. Yeah. And this and this comes from the top like and your unique style. You look at the top people like Mr. Beast like his formats are not original. like it started, you know, his challenges started, I think it was like 1995 with um MTV's Road Rules starting there and then it was Survivor came in like I think it was 1999 or 2000. Now he's taken it and created his own spin on it, right? But he's mastered it. We mentioned Ryan Sirant, the luxury real estate agent. Well, who did that first? Robin Lee and the lifestyles of the rich and famous. Like it's again, it's history. The man on the street that James, the kid that interviewed me for school of Hard Knocks, that was uh Joan Rivers had Why? How'd you get so rich as a TV show? Yeah. So, yeah, it's already been done. Yeah. Yeah.
You're just putting your own spin on it. But again, the the the reason that I kind of say that is you follow the pattern. Success leaves clues is don't try and reinvent the wheel. Social media is no different than anything else out there. There are clear patterns to why things are successful. You just have to learn them.
100. Good stuff, bro. Good stuff. Well, I want to go read the guide to going viral again myself. I've already read it. So, but I want to go read it again. Seriously, because there's so much that can be done. And for people who are who have decided that I am going to get good at this thing called social, I'm going to get good at it. It's more than a notion. When I decided I and I yes, I heard Mr. Beast say this, but I thought that's a really good objective. Here's what he said. He said, "I'm going to um do YouTube for 10 years to see if I can get good." And I decided when I in 2022, I am going to post a YouTube video on YouTube every week for the next 10 years and see if I can get good. And you'll know what I mean when I say this. And I'm not just trying to sound humble. I know I'm not good yet. Now, I'm a good teacher. I'm a good presenter, but I'm not good at YouTube yet. But I'm getting better. And I will eventually, you say, Myron, well, how how would you define good? Well, when I post a video and it gets a million views in 24 hours, then I'll say I'm a lot closer to being good than I am right now.
And the important thing is all the information you're sharing today can get a million views of video. It's not about the information. It's not about you. It's these nuances. It's about me. Exactly. It's about me getting better at the nuances that make it happen. That's why I said I'm going to go read the guy getting going by and that's but that's a big takeaway I want people to have because if you're creating content right now and it's not getting traction it's not about you. There's nothing wrong there's nothing wrong with your message. There's nothing wrong with your business. It's just the way that you're talking about it. If you make those tweaks, wrap it in some context that's appealing to the people who will see it. You'll get more views. You'll get more clicks. You'll get more views. because you get people staying on your videos longer. Period.
So good, bro. Man, every time I talk to you, it's a it's another I am determined to keep coming here until you average a million views a video. I'm going to make sure that you I'm determined to get to the place where we average a million views a video within 24 hours and and I've got about what's this 2026. I've got about seven years to go. So, um I want to do it sooner than that, but I'm I'm I'm heading in that direction. Amazing. Thank you, bro. Appreciate it. Thank you. All right, y'all. Thank you for watching this video. This again is Brendan Kane, author of Hookpoint, The Guide to Going Viral. And if you go to hookpoint.com/myronin, you can get both of his books for free. Thanks for watching. Bye for now. Thank you.