Lessons Learned From A Private YouTube Creator's Event

0:00Welcome to Marketing School, the only podcast that provides daily top-level marketing tips and strategies from entrepreneurs that practice what they preach and live what they teach. Let's start leveling up your marketing knowledge with your instructors, Neil Patel and Eric Su.

0:20We're going to talk about lessons learned from a private YouTube creators event. So last week I was in Vegas. I was in Neil's hometown. Sadly, Neil wasn't there, so he couldn't make this event. He was busy speaking in Brazil. I'm in your hometown this week. I don't know if I told you that. What town? Beverly Hills. Oh, you're in my town? Oh, yeah, that's right. Yeah, I come down tomorrow. I drive there with the kids. I will be here. There we have it. For whatever reason, I thought I wouldn't be here. But anyway, that's not the point. The point is, last week I went to an event hosted by Kong Pham, who's the founder of Jump Cut.

0:52For those that don't know, he basically started a channel called Simple Pickup when he was figuring out his life. And that was kind of one of the OG viral channels where he'd go around kind of picking up women. He's like picking up women, right? That's what he was doing. But now he's got a great business. Isn't there a channel that started getting into pranks and jokes as well too? Nelk Boys? No, no. I'm saying him. Didn't he convert his channel? They were doing like stuff or stuff? Excuse me. Sorry. Yeah, I think he did. I think it's a dating one. I think he had another one for pranks. I think you're correct.

1:22But main thing is he's very connected in the YouTube creators world. So at this event in Vegas, I'm going to share a couple of things I learned. And then Neil and I can kind of go back and forth here. But he had a lot of creators there. One, it was like a duo here. They have Sam and Colby. They have a YouTube channel where they just focus on going to haunted houses, right? And then Kong was there. His channel is 2.5 million. There's like another person that has like a 2 million channel or so. And I met some OnlyFans creators as well. You know, they do really well on Twitter. I met someone else that does really well on TikTok.

1:51And so I'll share a couple of things over here and then hopefully you'll figure out, maybe you'll take a couple of things from this. So first things first is I, you know, when Sam and Colby, these guys are like in their mid-20s, they explain the idea of spectacle content versus relationship building. content. I didn't really understand it even fully until yesterday when I watched one of their videos, but spectacle content is like Mr. Beast. It's like, I'm going to crash a plane, you know, onto like a desert Island or whatever, or I'm going to give away an Island. And yeah, it's a plane on a desert Island.

2:22I think there's one where he crashed a plane and there's another one where like they had to survive in like a, like a broken plane or whatever it is in the forest. And that was hard. How many days could he survive in an airport for free? Like without spending money, like lounges, showering in the airports. I've thought about that because I'm in the airport so often. He probably would do that. I mean, maybe he has, but point being is that spectacle content is like, it's very like hype driven, right? There's a lot of work that goes into it and you have to keep like out doing it, out doing it, out doing it.

2:52Right now, relationship building content. When I saw Sam and Colby yesterday, it's like, okay, you go to a haunted house, then why is your haunted house video like one hour? And what I learned yesterday, it's like, Oh, like it's actually you're building relationships with like the characters that are actually in the video itself. And so at the very end of it, I was kind of on the edge of my seat. I was like, oh, my God, what's going to happen next? Right. And I kind of cared about the characters. Now, what I've learned from this is that spectacle content, sometimes it's like it's hard to build a relationship.

3:18Right. Because it's like it's on to the next video. It's like that's why with shorts, shorts are very much spectacles, too. So sometimes it's about going deeper. And, you know, when you go deeper, you're able to connect better with your audience. And sometimes you're going to be able to get a better ROI. And so your mileage may vary. I thought that one was interesting. Any thoughts on that, Neil? That's really cool. I didn't think about spectacle content the way that you ended up breaking it down. I don't know how to do spectacle content and B2B where it's enterprise and it's not as sexy. But relationships, you can definitely do that.

3:47Yep. And so another one is you think about it like maybe you're not a YouTuber, but how do you connect creators from different spaces together, right? How do you bring that open space? Because that's what Kong did. He brought up a lot of amazing people together. And then magic was created. For example, I met a poker player. He's only 25 years old. He's been playing poker for four years. And he'll play these games where it's like Chamath Polyhepatea, David Freeberg. These VCs will be on these streams. And he's done really well for himself. He sometimes makes six figures in a pot, right? And all that to say is bringing people together, the networking piece is also amazing.

4:21But the other piece I learned too is that a lot of these creators, they don't know the business side of things. They need an operator, right? And that's what I'm seeing. We're seeing more and more of it. Like, Reed Ducture, Mr. Beast Manager, he's like, yeah, you know, they raised a bunch of money from TPG just to help connect, you know, creators with kind of, you know, operators and buy businesses for them and create them together. Who raised money from TPG? Mr. Beeson? Mr. Beast Manager, Reed Ducture. Uh-huh. Does that make sense? Here, for his own company, he raised money from TPG. It's like for like, because he has Night Media.

4:53I think this one's like Night Media, but it's like for creators. And the whole idea is like, we're going to partner you up with like a business and an operator. And you just focus on creating and bringing the traffic. It's actually very similar to what you do with MP Digital. Yeah. So that's another piece. And then I'll work towards landing the plane here. The other thing I learned is like, look, everyone has different funnels, right? And there's one gal, she does OnlyFans. Again, we've talked about this in the reaction video. No judgment, but Twitter is her main funnel. The other person, you know, his main funnel is LinkedIn, right?

5:22And then he does really well for himself, you know, multiple seven videos a year. The other person's funnel. Tanner's Instagram. He's done really well. Oh yeah. Tanner Chidester. Yeah. He does really well from Instagram. That's his channel. But the funny thing with funnels is, is everyone will tell you, here's a good way to do a funnel. This works. There's not one right or wrong way to do a funnel. You got to figure out what works for you. What works for other people may also work for you as well. But you just got to figure out what resembles what you want to push across. Like some channels are more aggressive than others.

5:53you know, like when you do the webinar funnels, those can be super aggressive. But at the same time, some people are okay with it. Like ClickFunnels has really aggressive marketing, you know, it's worked for them. The question is, do you want to do it or not? I'm not saying there's anything wrong or right. It's just people have to pick their own path when it comes to some of these channels and the ways that they want to promote. Yep. The final thing I'll say is this, there's a hamster wheel problem, right? Meaning that these creators, they're on the creator hamster wheel. They have to keep creating, keep creating, keep creating.

6:20I can tell some of them look a little exhausted. And so it's important for them to figure out these creators, how they can diversify what they're doing and also diversify their monetization engines, because a lot of them are really ad driven. And it's like they're constantly chasing views, views, views, views, views, and they have to diversify from that. Right. And so the best way is not necessarily selling ads. It's maybe you're promoting someone else's product initially, and then you're creating your own product. And that's how you're going to make the most bang for your buck at the end of the day.

6:44So that is it for this one. Please don't forget to rate, view, subscribe and subscribe to us on YouTube. And we will catch you later. We appreciate you joining us for this session of Marketing School. Be sure to rate, review, and subscribe to the show and visit marketingschool.io for more resources based on today's topic, as well as access to more episodes that will help you find true marketing success. That's marketingschool.io. Until next time, class dismissed.