MrBeast, Logan Paul & KSI’s Epic Collab: Genius Yet Controversial?

0:00Did you see the Mr. Beast, Logan Paul and KSI collab? No. Okay, so this one over here. So you'll like this. Maybe your kids will like it, but I don't know if your kids should do it. So Mr. Beast and Logan Paul just launched a Lunchables competitor. Remember Lunchables? Yeah. It's called Lunchly. And in the Lunchly, you get Prime is in there and you get a Feastables bar, right? So it's chocolate and it's like, I don't know how sugary Prime is. And then it's Lunchly, right? So you have KSI who's a big influencer, Logan Paul who's a big influencer. Now he's WWE champion, right? I don't know if he's champion or not.

0:30And then you have Mr. Beast, obviously. And so I just think it's interesting. I think they're probably going to crush it. But the question is, it's good for business. But is it good for the people? I don't know if that much sugar is good for children. I'm going to go with no. And even Lunchables, I'm not a nutritionist, nor is Eric. We're not trying to give nutrition advice. But I'm pretty sure eating Lunchables all day long is not good for you either. I loved Lunchables as a kid. But I was pretty sure even back then that this is probably not that good for me. So you can go mass-consuming. Okay, the good thing about them is their audiences are very wide-tam, right?

1:06The products that they're going for are very wide-tam. But in my opinion, I'm like, okay, you're going to nail the business part. But if you want to nail it long-term, the trend right now is healthier stuff. People are looking at all the ingredients. The dinner we were at yesterday, everyone's talking about ingredients and all this stuff, right? I think the move might have been to try to go healthy, maybe charge a premium price, a higher price maybe. And it would have to taste good at the same time. Yes. Oh, that's a big thing, yeah. Because Mr. Beast did say the thing he found with chocolate is it just doesn't matter.

1:33It has to taste good. Yeah. And with chocolate, it doesn't matter how healthy it is. If it doesn't taste good, people don't buy it. Let's think about the food that we eat all the time, right? I love eating Erewhon, right? I love eating sweet greens, right? And it's delicious, but it's at least semi-healthy. I don't get sweet green and Erewhon too often delivered. What do you get? Goop. Goop. But we just go to a lot of restaurants because you can Uber Eats from all the high-end restaurants that have like cleaner ingredients. Oh, so you like Uber Eats from Avra or something? Yeah. Oh. Straight up.

2:07Uber Eats from Avra. Another place that we call in is Koi. What's Koi? K-O-I? Uh-huh. The sushi restaurant? Sushi delivered? But they have everything. Sushi, chicken, et cetera. Yeah, okay, okay, okay. And we do get sushi delivered. It's not bad, but mine are usually just vegetables. Yeah. Oh, you don't eat fish? Yeah, I don't need pairs.

2:56the visitors that are hitting your website, and also tailoring custom messages for them using AI. And so there's a handful of things that we're doing from a marketing standpoint, and our mission is just to drive more innovation. So if you wanna learn more, just go to singlegrain.com, grain like rice. So singlegrain.com to learn more, and we'll see you inside. By the way, we're talking about Mr. Beast, and it's funny, because we're on stage, and I was trying to get you to read this Mr. Beast production book. I sent it to the group chat with like Yaneve Syed in there, and then Yaneve Reddy's like, oh my God, this is golden, right?

3:27So I'm just going to read off a couple of things here. So Mr. Beast, basically, he created a book for his employees. It's a 36 page book. It's an onboarding book and it's called How to Succeed in Mr. Beast Production. And it was really well done. I want to, you know, name off a couple of things over here because keep in mind, Mr. Beast, he's only he's still in his mid 20s right now. And I one of the key things he talks about in the book is like, I only want to hire A players, right? Because B players, C players, like they drag each other down. And we can only afford to work with A players, right?

3:59And in here, like he also talks about the very end for your career at the very end. He's like, you know, don't just like wait for your career to happen to you. Like, come to me if you want to grow. There's plenty of things that we want to do. And if you're pushing, you're always asking, like, we will help you create something and we want you to make a lot of money, right? I think it's pretty inspirational. You know, grammatically, he's not the best at this. And he says this in the very beginning. But this is kind of like his, his his expectations for how the company should be ran. And he's like, I don't care how traditional company, traditional media does things like we're different.

4:30He's here, he says this, the amount of hours you work is irrelevant. Um, so, you know, someone might solve a problem in 30 minutes and then a team of five couldn't do it in a week. Like, I don't care. Like what's all about output. And I think we can agree with that. Um, and he talks in here about, if you want to learn how to go viral on YouTube, there's a lot of stuff in here on how to do it, but he just teaches all he can. And he's like, dude, like go the extra mile too. Like sometimes I might need a castle, but sometimes as we're looking for castles, I might, might find someone that has like a giant, like the biggest bouncy ball house in the world.

4:59Right? Like if you don't use that, you're not creative enough. Like we need you to be creative. Right? So it's just a really intense onboarding document that I, I love this stuff. Right. So I'm like, why the heck would you want castles? I'm like, Oh yeah. Mr. Beast probably does need castles and random things. But dude, like you never appreciate the fact that like, at least I don't, I'm just like, you have to look at many many different castles and then within those castles there's like gems that you can find and you have to figure out how to hook them all together and then you have to like plan when you plan for a shoot it's not just for one day you need to plan like multiple buffer days because shit can go wrong right so it's just like there's a lot in here that i can appreciate and it's for free so i highly recommend everyone read it and probably it's helpful like you don't need to have a 36 page book for your company but it's helpful like for us we define our standards of excellence right we we have like a lot of pages of this stuff and um we had a new guy that on boarded last week and we had him read this as well he's like oh yours is pretty much the same thing i was like okay that's good well that's good yeah i haven't read it but the one thing i know i disagree with is only hiring a players you can't scale a massive company with only i think it's hard for for agency type businesses right i think businesses i think for him microsoft google i agree but i think up to a certain number you can keep it a players but i think you'll get to a scale where you can't.

6:13Yeah. And also for certain tasks within an organization, you don't need A players and A players wouldn't do those things. You're okay just having someone that doesn't like, because if someone's an A player, they're very motivated. You don't want someone very motivated to jump around when it comes to like things like accounting, for example, right? So there are some things where you need stabilizers and you know what the difference between a rock star and a superstar is? No. Okay. So a rock star is someone that just does their job really well. They don't necessarily want to grow a lot, but they're very solid at their job.

6:42A superstar is someone that's constantly pushing their intrapreneur. Maybe they want to become an entrepreneur, but they're trying all the new things. They have all these new ideas. They're jumping around, and they're major impacts on your company, right? But you kind of need rock stars and superstars. I was about to say, I'm like, I think in our organization, we have more rock stars than superstars by far. Yeah, and I think that's probably, I mean, your size is 1 ,000 people, right? I think that's a good thing. The worst would be if you say, we have a lot of superstars and everyone else just kind of sucks.

7:08That would be bad because then the superstars would just get pissed off and leave. Yeah. Yeah. So that's that. I got to take a minute to tell you about the agency owners association. This is a peer group for agency owners. Think YPO or EO, but for agency owners. And I just wanted to read you a couple of testimonials. So this first one comes from Carrie and we asked her, what do you like most about the group? She said, having a group of people to discuss and bounce ideas. The leads are great too. Yes. We share leads in this group as well. This one from Allian, he says the ability to really post whatever I want and need.

7:39And the group response. Great experienced members, getting a lot of insights from conversations with other members, getting a lot of value from sessions from Eric, getting advice from others as well. And so if you want to grow your agency faster and you want a peer group to do so, just go to marketingschool.io slash agency. This is a group that both Neil and I created. And our hope here is to create a vibrant community of agency owners and do a lot more with it in the future. So again, marketingschool.io slash agency, and we'll see you inside. You have one over here and you have in all big techs.

8:07It's AI on innovation, analysis of 546 ,000 AI overviews. This is from Search Engine Journal. Yeah. I don't have my iPad in front of me because we're recording at the HubSpot event. Only I have it. And Eric was smart with that to bring his iPad. But Search Engine Journal had a really cool article on AI innovation, analysis of 546 ,000 AI overviews. And there's some interesting charts in here. And I want to share some of the data with you. Top 10 most cited domains in the AI overviews. YouTube, Wikipedia, LinkedIn, National Library of Medicine, Google, support.google, Healthline, WebMD, support.microsoft.

8:47And the reason I want to point out support on Google and Microsoft is because it's both support sections, which is kind of interesting, and Mayo Clinic. And the other thing that was quite interesting is there was one other thing here uh the ai overviews and citations like how many times do they actually cite a link out of the out of the number only 0.85 percent of the time so less than one percent of the time they don't cite they don't cite a link wow so 99 plus percent of the time they're citing a link they're stealing only 0.1 percent of the time i mean 0.85 percent of the time uh and the way we look at that is if you're not optimizing for the AI overviews, you're missing out.

9:36Eric and I at our agencies, we're seeing clients get an increase in traffic when they optimize for the AI overviews. We haven't seen SEO traffic go down. Once Google released the AI overviews, we actually have seen them go up, not by much, but by a small percent. And when I say a small percent, literally it's between one and 2%, but that's better than it going down. But you got to optimize to also be included in the AI overviews. You know, just to give credit to Kevin Indig, shout out to Kevin Indig for that one. He contributed to that. But I think it's interesting to me because, you know, the AI overviews, they've tweaked it a lot because the AI overviews was like 80 % results a couple months ago.

10:16And now it's down to like, what is it single digit percentages? Last time we did analysis on our, what is it called? on our user base, it kept going down. And the last time we checked, it was somewhere around 7%, 8%. I think they're testing it and they'll pop it back up again at a certain point. So don't expect it to be a permanent thing. Anyway, that is it for today, everyone. This is live from us at Inbound 2024. This is how seriously we take it, guys. Neil had to speak on a couple of things. I have four things to speak on today. This is the third one. I have one more. But please don't forget to rate, review, and subscribe.

10:50It helps us grow. Go to marketingschool.io slash agency to apply for the Agency Owners Association. You can have a call with our guy, Austin, and we will see you tomorrow.