Speaker: 00:00:11

I think YouTube becomes a primary

social platform for creators.

2

: 00:00:13

actually untapped.

3

: 00:00:14

going back to the example we had provided

for podcasts, the amount of traffic.

4

: 00:00:18

in YouTube versus the number

of creators is actually their

5

: 00:00:21

proportions are in your favor.

6

: 00:00:23

YouTube's massive and do the time

on site for YouTube is insane.

7

: 00:00:27

Average time on site across

the internet is sub 60 seconds.

8

: 00:00:30

average time on site on

YouTube is 20 minutes.

9

: 00:00:33

this is anecdotal, but there's this

gal that I follow on Instagram.

10

: 00:00:36

it's modern Millie really

brilliant Instagram creator.

11

: 00:00:39

I followed her when I was trying to figure

out how to Pop my Instagram, which I

12

: 00:00:41

never did very well, but she's amazing.

13

: 00:00:44

She just posted today, ironically,

she said, I'm leaving Instagram.

14

: 00:00:48

there are so many reasons

that went into this decision.

15

: 00:00:50

So for a full explanation, I'd

recommend watching my YouTube video.

16

: 00:00:53

But basically she goes,

I'm investing in YouTube.

17

: 00:00:56

She goes, YouTube is the only platform

that rewards me for promoting.

18

: 00:00:59

other platforms.

19

: 00:01:00

So I want to go all in there.

20

: 00:01:02

YouTube actually pays creators.

21

: 00:01:04

We had 30, 000 subscribers at the

solutions that YouTube channel

22

: 00:01:06

when I sold it and we were making

about 2, 500 a month off of that,

23

: 00:01:09

which that's not nothing, dude,

24

: 00:01:11

And 30, 000 subscribers is adjusted

for margin of error and absolute net.

25

: 00:01:15

We were so, so, so niche,

more people go to YouTube.

26

: 00:01:18

And I think YouTube ends up being,

where the genesis of creation

27

: 00:01:22

starts because YouTube is the

best place to repurpose from.

28

: 00:01:25

So if you have a podcast, you might

as well record a YouTube video and

29

: 00:01:28

then strip the audio for the podcast.

30

: 00:01:29

If you're doing TikTok and Instagram

reels, you might as well record a

31

: 00:01:32

YouTube video and then cut the reels up.

32

: 00:01:34

YouTube is the best place to begin.

33

: 00:01:35

Do short.

34

: 00:01:36

Yeah.

35

: 00:01:36

Yeah.

36

: 00:01:37

And then YouTube shorts.

37

: 00:01:38

That's exactly right.

38

: 00:01:39

even long form blogging offers.

39

: 00:01:41

Webinars, anything that you do to

go live like YouTube's, I think

40

: 00:01:45

the hub to the multiple spokes.

41

: 00:01:47

And if you're not investing in

YouTube, that's where I would

42

: 00:01:50

recommend people to start to go.

43

: 00:01:52

Especially piggybacking on my original

prediction, the collapse of the paid media

44

: 00:01:55

space, that's the middle of the funnel.

45

: 00:01:58

YouTube's not even necessarily top

of the funnel in most instances.

46

: 00:02:01

It's the middle of the funnel.

47

: 00:02:02

So that's the great place

to go position yourself.

48

: 00:02:04

If the bottom of the funnel has

just gotten untenable for you.

49

: 00:02:06

Would you call YouTube

a social media channel?

50

: 00:02:09

I think it's social.

51

: 00:02:11

Other people don't.

52

: 00:02:12

And I probably lose that

argument if we were to break out.

53

: 00:02:15

The grid and like figure out what boxes

it crosses and what boxes it doesn't.

54

: 00:02:19

it's social esque, it's more than just

comments and likes social E right?

55

: 00:02:22

Socially.

56

: 00:02:23

Yeah.

57

: 00:02:24

Yeah.

58

: 00:02:24

and I think if Google wanted to,

who knows if they want to, but they

59

: 00:02:27

sure could lean in that direction.

60

: 00:02:29

you'd have cur, you already have curated

content, you have people's playlists.

61

: 00:02:32

I can actually follow your profile.

62

: 00:02:34

They haven't really prioritized that

inside of the ui, but they could.

63

: 00:02:37

I pay for YouTube premium.

64

: 00:02:38

I don't know if you do.

65

: 00:02:39

That's one of the best

things on the internet.

66

: 00:02:40

Are you kidding me?

67

: 00:02:41

it's, it is great.

68

: 00:02:42

It's unreal, no ads, 15 bucks a month.

69

: 00:02:44

I get all this premium content

and it gives me YouTube music.

70

: 00:02:47

And if you do the family plan, it's 3

more and you can add four other people.

71

: 00:02:51

And so I think with premium

adoption, you'll see more

72

: 00:02:54

socialization of the platform.

73

: 00:02:56

I think YouTube is the stickiest

damn thing in the world.

74

: 00:02:59

YouTube is a replacement in a

lot of ways Netflix and Hulu.

75

: 00:03:02

You're using it to learn.

76

: 00:03:03

I use it to listen.

77

: 00:03:04

So if I listen to my podcast,

I'm actually on YouTube.

78

: 00:03:06

And then you have YouTube music.

79

: 00:03:08

I just think they really

cracked the code there.

80

: 00:03:10

And I think more and more people are going

to head in that direction as creators.

81

: 00:03:13

I think everybody's already

watching and listening on YouTube.

82

: 00:03:16

So I think we're going to see an increase

in the creatorship instead of YouTube.

83

: 00:03:19

I think A prediction that is related

tangential to this, and I see this with

84

: 00:03:25

my kids and I also see it with my own

behavior I think social media just in

85

: 00:03:29

general, like how Tick Tock is now being

used, it's being used as a search engine.

86

: 00:03:34

It's so strange, but

that's how they use it.

87

: 00:03:37

Like that's how they discover everything

now, or, Instagram reels to a certain

88

: 00:03:41

degree, but definitely tick tock.

89

: 00:03:42

Like it's a search engine.

90

: 00:03:43

Social media is now become like a search

engine for so many different things.

91

: 00:03:47

And to your point about YouTube, I

look at YouTube as the search engine.

92

: 00:03:51

If I am looking to do something

or learn something or want to know

93

: 00:03:55

something, yes, there'd use chat GPT.

94

: 00:03:57

Yes, there would do use Google barred.

95

: 00:03:59

But.

96

: 00:03:59

But so many of the things that

I want to learn or I want to

97

: 00:04:02

know about are visual in nature.

98

: 00:04:05

And I use YouTube as my search engine.

99

: 00:04:08

guarantee you if you looked at all

the apps that I use on my phone, I

100

: 00:04:11

probably use like Chrome first, Gmail

second and YouTube third is my guess.

101

: 00:04:17

And maybe slack is probably

like fourth I do use that a lot.

102

: 00:04:20

But the point is I use

YouTube All the time.

103

: 00:04:23

And I use it because connected TV now

it's it's the first or second choice.

104

: 00:04:27

Whenever I log into my connected

TV, I love all my connected TVs.

105

: 00:04:30

I watch YouTube on them, but YouTube has

become the go to search engine for me.

106

: 00:04:35

And it is super, creator friendly

and obviously it makes money.

107

: 00:04:39

like I get a small check from all

my YouTube stuff every single month.

108

: 00:04:42

It's not 2, 500 bucks, but

it's a couple of hundred bucks.

109

: 00:04:44

that's pretty good right there.

110

: 00:04:45

I'm like, wow, if I really devoted

more time to this, I could actually

111

: 00:04:49

make Serious money doing this.

112

: 00:04:51

So there is that portion of it, but

I don't think they've really even

113

: 00:04:56

tried all that hard with YouTube.

114

: 00:04:58

got the premium service, which I

did do for a month, which I loved,

115

: 00:05:02

but I was like, you know what?

116

: 00:05:03

I actually like seeing the ads.

117

: 00:05:05

I have multiple Google accounts, so I

see the ads in the accounts that I'm not

118

: 00:05:08

logged into my, but there are times where

I'm like, dude, I just want to listen.

119

: 00:05:11

if I'm at the gym.

120

: 00:05:12

And I've got my playlist going.

121

: 00:05:13

I don't want an ad.

122

: 00:05:14

It breaks my whole cadence, that's where

I use, I don't use YouTube for that.

123

: 00:05:18

I use Spotify for that, but, which is

absolutely amazing, But dude, even that,

124

: 00:05:21

like I can't, justify the expense of

Spotify now that I've got a paid YouTube.

125

: 00:05:25

I know Spotify's a little bit better.

126

: 00:05:26

Sure.

127

: 00:05:26

Like list building and stuff, but

YouTube is just so all encompassing.

128

: 00:05:29

point about YouTube being

a search engine is spot on.

129

: 00:05:31

The problem is it's not just that

'cause search is utilitarian.

130

: 00:05:34

I go to YouTube to play.

131

: 00:05:36

if I have time on my hands and I

just want to kill time, my favorite

132

: 00:05:38

thing is to go watch comedy shorts.

133

: 00:05:40

Like I really love Matt Rife.

134

: 00:05:41

I don't know if you've watched

Matt, but dude, like I would just

135

: 00:05:43

sit, I'll watch two and a half

hours of that dude's content.

136

: 00:05:46

I think he has the best

crowd work, in, in existence.

137

: 00:05:47

it's just a fun place to go.,