Revenue comparison: 1B YT shorts vs. 1B YT long-form views, What are non-endemic ads from Amazon, Kindle and Oprah story

0:00Do you know the difference between YouTube long-form earnings versus YouTube shorts? No. Do you have an example from your earnings or? This was on Twitter. I'm struggling to find a tweet right now, but this was a billion YouTube long form views versus a billion YouTube shorts. And I think the one that had a billion YouTube long form views was like 50 grand or something like that. And then the billion YouTube shorts views is like$440. I believe it. Yeah. So, you know, TikTok has a struggle monetizing, right? I believe it. They've had it for a long time. Their solution? e-commerce yes exactly yeah it's tough to monetize short form content because you think about what you're training the person you're training the person to just consume content really quickly or if you don't like you just skip to the next thing you're not i don't remember anyone from watching shorts nobody really i don't remember anyone do you remember anyone yeah who charlie d 'amelio no i don't remember charlie but i don't see those shorts because of tiktok and stuff like that.

1:01Yeah. So who do you remember from watching shorts? I don't remember anybody. I see a lot of people. Like I see your friend, Gary Jeffrey something. What's his last name? Jeffrey Wu. Jeffrey Wu. I see him a lot on shorts, by the way. Another person I see quite a bit on shorts, Cody Sanchez. Yeah. But these are people, you know, okay. How about Alex Hermosi? I knew him first from shorts, not from in person. Oh, I knew him directly from it. It's not about, I also don't watch these things enough, so I don't know. It's not just about watching it enough. It's about the people have to be really popular.

1:38If you look at Cody and Alex and Layla, they're getting so much airtime. They're getting more airtime than people who have four or five times more following than them. It's because their content is so engaging. You're seeing it at a higher percentage. Because of that, it's just like, okay, cool, I remember these people and I know who they are. I think the, you talk, we talk about the rule of seven and now it's like the rule of 14. I think for shorts, you need the rule like of more, maybe they need to see you at least like 20 times or something to remember you. Totally agree. And funny enough, I watch a lot of long form content on YouTube.

2:14I actually watch more long form content on YouTube than I do consuming shorts. And typically the long form content that I'm watching on YouTube is interviews of financial people, like an interview with Jamie Dimon or Andres Tevez, who runs BTG Pactwell in Brazil. It's their version of Goldman Sachs. The guy's pretty substantial position on the Forbes list. But there's a lot of financial people that I watch or learn about through YouTube. And I'll go through our video and I don't need to see them again. I know who they are and quite a bit about them just from that one video. Because there's so many stories that you hear.

2:53There's so many interactions in that one hour that is infinitely more, in my opinion, infinitely more rememberable or memorable versus a short. That's the real problem. Most of these social networks want to push shorts because that's what people want to consume. But it's hard to push a lot of value in a minute. I'm not saying it's impossible, but in B2B, it's really hard to get to the meat of something and give tons of value in a one minute clip or a one minute 30 or however long, depending on the platform. YouTube shorts still won't allow more than a minute. It just, it sucks. Long form for me is still the best way to consume and digest information, at least in B2B.

3:32You know, most people, so when I spoke to Pat Flynn and Kevin Esprit too about this, they, when they look at their views, so, you know, Pat Flynn, he started this new Pokemon channel. It has like 900 ,000 subs now. They don't even look at the short form views. They kind of disregard it. They just focus on the long form views. And I think a lot of YouTubers have gone in that direction. Because when you use Mr. B's tool, I think it's called view stats. You can see how many of your views are long form versus short form. So food for thought. Dude, random question for you. I know you've been creating a lot of content for YouTube and the social networks.

4:03You've been creating broad content as well. And I think I texted you about this too. One of your guys started talking about dating and some of the other things involved in dating that some people would be okay with. some people would be offended with. Let's be honest. People are fighting each other in the comments. Oh, they are? Uh-huh. Okay. How'd that go? That video's ripping now. So, oh, let me give you a hack. Here, this one's going to do well, for sure, for real. So watch. So if you want to grow really fast on YouTube, there's for sure, I'll guarantee you, I bet my life you don't know this hack.

4:36But there's one hack. So this video, when we first published this long form video, it was like dying. It was like nine out of 10, right? Or 10 out of 10 on YouTube. But you did it with another person? Yeah, we did it with the relationship guy. Did you make him a collaborator? No, we didn't make him a collaborator. What do you mean collaborator? Or if you add them too, then you do better. What do you mean you add them? Oh, that's Instagram. Yeah. Okay. But you're close. Okay. So here's what you need to do on YouTube if you do an interview podcast and you want it to grow very quickly. So basically, the video was tanking initially and then I sent the guest a text.

5:14I said, hey, are you willing to share this on your community tab? And so he shared the video on his community tab. At first he was a little cagey about it, then he shared it and it just started ripping. And then from there, we haven't looked back. In fact, it's accelerating now in terms of the views per hour. Yesterday it was like 100 views per hour, so now it's like 700 views per hour, which is a lot. And then now I know this video will probably get over 100 ,000 plus views. And so it's using that community tab, because when you posted a community tab, it looks like you're posting it. So that's a little hack.

5:45And then anybody who does a podcast with you, just ask them right after, hey, are you down to share this with your community tab? So it's pretty much a collaboration for YouTube. So you're very close. We've seen the same thing. And the only reason I know this is, one, you interview a lot of people. So I assume there would be collaborations, at least on Instagram or TikTok. No, I wasn't doing it before. I wasn't doing it. None of them? Barely. People are actually cagey about doing the collab on Instagram, but the collab on YouTube is way easier. That's a way lower lift because people don't know that that's considered a collab.

6:16Dude, when I get the requests, I just ignore all of them. I ignore 99 % of them. Even from some of my teams, one of my team members, even when they add me to a story, I'm like, this is in Portuguese. I'm not going to share this. You just came out from Brazil and you spoke at a conference and there's one day where you had 30 different stories. I'm like, that's not even Neil. I probably had two, three hundred. Did you know Instagram limits how many stories you can have? How many did you post? I posted all of them, but they started removing some of them and they started telling me I'm abusing a feature of sharing a story.

6:53Was it you doing it? Yeah, I went through it. It took me a few hours to go through and add each story. Oh, because everyone that was tagging you, you're just adding them all. I spoke at a conference called VTX. It was massive. I don't know how many people were there, but thousands and thousands and thousands. It looked like a 5 ,000 person more. It had to be way more. Main stage, I mean. Yeah, the main stage was massive. So depending on the country that you go to, like in the United States, people don't do it as much. Canada, they somewhat do it. But it depends on the country that you're going to.

7:21In places like Brazil or Middle East or Asia, you see them doing this really often. So I'll have 200, 300, 400 people just tagging me in a story. Post too, but let's just go with the stories. So then what I do is I go through every single person that does it and I add them to my story. All right. Over time, if you get a lot of these Facebook, I mean, Instagram does not like it and they'll start cutting you off and then you got to slow it down and then eventually they let you do it. But I've seen my stories disappear because I keep adding more and it hasn't been 24 hours from even the original story that I'm sharing, you know, going on mine and they just start deleting your older ones that you shared an hour ago.

8:05But the reason I do this is really simple. And I do this for most conferences I go to, unless they're enterprise. So like yesterday I did an event with the CMA, Canada Marketing Association, all enterprise brands that are like RBC, you know, think of any big Canada company. They were there in the room, a VP of marketing, CMO, CEO, COO, president, et cetera. Places like that, you won't see them doing it as much, but when you're going after people who are mid-level at a corporation or lower, they'll do it all day long. And what we find is it creates a much loyal, more loyal community. They start following you.

8:49A lot of those people never followed you. They start following you. They start liking your stuff. They start commenting, even if it's in English and they don't understand it. Yeah. So, I mean, you're sharing it to engage with the community and you know that's goodwill that comes back to you at the end of the day. And for me, it's not about who views this story. It's about they get a message on Instagram. Oh my God, Neil shared it. Oh my God. Yes, and they really appreciate it. Yeah. Because most people, I don't have a lot of followers, but I have enough where people are like, I can't believe you did this.

9:17I'm really happy and please, thank you very much. Yeah. It makes sense. by the way those of you that are going to HubSpot's inbound, Neil and I will both be doing a marketing school session there, plus we'll both be on different stages as well, so come hang out it'll be fun we have to plan out, there's actually a little session too that we have, remember we had that last time? no are you talking about in the conference? the meet and greet? at the conference center, that was ahead of the day that we spoke yeah, not session, it was more so like where all the boots were, we just stood there and people came to ask this question Yeah, yeah, yeah, yeah.

9:51Yeah, so we're doing that again. All right, real quick. I need to tell you about the group that Neil and I created called the Agency Owners Association. And this is a group that's similar to entrepreneurial organizations such as YPO or EO. By the way, Neil and I are both a YPO, but we thought it'd be really cool if we're able to create a group that's dedicated to agency owners to helping them scale. So you can be at six figures, seven figures, eight figures. We have different groups for different levels. All you have to do is go to marketingschool.io slash agency. Again, that's marketingschool.io slash agency.

10:19and you can go there to apply. And I will tell you right now, what we're doing is there's an online community. We do calls every now and then. There's stuff that we share in there that we don't share publicly. And you can, at least the online community, you can cancel at any time. So you can go there to learn more about it. And that being said, back to the video. Amazon has a new ad feature out. These are called non-endemic ads. Have you heard of this? What do they do? So this guy, Liren Hirshkorn, shares this on LinkedIn. So he says, third-party cookies are on their way out and Amazon is in a very good position right now.

10:51With Apple already cracking down on third-party cookies on Safari and Google Chrome, phasing them out in 2024, Amazon stands to benefit majorly because they own such a massive audience and their ads and checkout are happening on the same platform. We're going to see more brands flock to Amazon to be able to access that data that they won't be able to access elsewhere. Possibly seeing companies without physical products advertising on Amazon because of the tremendous amount of data that they have about shoppers and shopper behavior on the platform. So that's coming down the pipe. It's called non-endemic ads.

11:24So funny enough, I didn't know the name, but already knew about it. Amazon has marketing evangelists that reach out to us and they let us know about all the new stuff that come out months before. This one's been around for a little bit, but most people don't know what it is. You want to know what the coolest ad format that Amazon has? What? Did you know that in their shows that they make, let's say they make a show with you and it's about a zombie apocalypse and all this kind of stuff. And you're wearing Converse shoes and you're, you're on a table like this and you're talking to someone and you have Aquapana water.

11:59Like I have Neil drinks, rich water guys. See, I'm just drinking regular water here. What's inside air one. No, no filtered water guys. Okay. Eric sent me a link the other day being like, air one water is the best. he's drinking low score water. I am drinking low score water. what they can actually do is they can switch out this aquapana for evion oh and they can do it for impressions and they can switch it out in the show or the movie or anything they produce and they do it mass you mentioned this before yeah not just for water but for a lot of things in the movie or show yeah that's the coolest amazon ad product i've ever seen most people don't know why did they buy mgm you know what i mean yeah so now they're gonna do stuff with it by the way Speaking of Amazon.

12:43No, no, no. It's harder for them to do. Or probably can go back and die. It's really hard for them. Correct. That's why they have all the capabilities now. All right. So I wanted to take a second to tell you about leveling up founders. This is an event slash mastermind for people doing seven, eight, nine figures. These are founders that are doing that amount. And we've been doing this event for a couple of years now. We've had amazing speakers. But more than anything, it's about the people. What I mean by that is like-minded people want to hang out with like-minded people. And this is the best spot to connect with people of a certain caliber.

13:14And we vet every single person that comes through. So if people are, even though they make a lot of money, but their character, we don't really align with that. We're not necessarily going to let them in. We do this event in Beverly Hills and it's happening in the beginning of August. All you have to do to learn more about it is just go to leveling up dot com slash founders. Again, it's leveling up dot com slash founders. If you want to hang out with amazing people, Neil, my podcast co-host is going to be there. I'm going to be there. People like Syed Balki, he will be there as well. And again, it's going to be a great time.

13:43LevelingUp.com slash founders to learn more. And we'll see you inside. Speaking of Amazon, have you heard the Kindle and Oprah story before? No. When I first started my business, the overwhelm was real. I didn't have the tools to help me scale. If only I had Shopify from the start to handle all the behind the scenes work. Shopify is the platform behind millions of businesses globally, from huge names like Mattel and Gymshark to the smallest brands just getting started. The best part about it, it has everything you could need. Say you're ready to launch your own design studio. Shopify has hundreds of templates to create a beautiful store that matches your brand style.

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16:07They didn't have any flagship product yet. And then Jeff Bezos was hardcore about, hey, we need to have a reader. And people are like, is this product going to be a distraction? Whatever. It's going to be a waste of time. When they first launched, it did really well. It sold out pretty quickly. But it did okay. It wasn't crushing it yet. It wasn't until Oprah mentioned that the Kindle was her new favorite book that sales skyrocketed. And then from there, Kindle just took off. But the lesson with Kindle too is that sometimes they were losing money on the Kindle. They started in, I think, 2004 or so, or maybe, yeah, 2004.

16:48They didn't finish the project until maybe 2007 or 2008. The first year and a half, they would always go into these board meetings and then the CFO would be like, Jeff, how much more money do you want to spend on this thing? And Jeff's like, how much money do we have to spend? And so this is when they're really unprofitable and everyone's making fun of them. But that's the amount of guts it takes sometimes to bet on something where you have no idea where it's going to go. But same story with the Fire. The Fire phone, you probably don't even remember what that is. I know what it is. It did not work out.

17:16Kindle in the long run did not work out. No, I don't use my Kindle anymore. But that also goes to show you the power of an influencer again with Oprah. Yeah. Do you know why Kindle got crushed? You know what crushed Kindle? I don't know. I just go back to reading books. But why? The tablets. I can't read on a tablet. You can't? No. But a Kindle is the same thing. No, it's different. Because the e-ink, it feels like you're reading like an actual book. It doesn't hurt your eyes as much. And the battery lasts forever. That's what made it revolutionary. You can adjust the iPad settings on the monitor.

17:48It hurts after a while, though. Still for you? Even if you just use it in general for a long time, does it hurt? Yeah. I don't have that problem. Well, I have LASIK. Maybe that's the problem. I have LASIK as well. You have better LASIK. I don't know if I have better LASIK, but I think everyone's different. But the point I'm making is, if you look at the Kindle, I remember when it first came out. I wasn't the first one with this idea. I bet you Apple and others thought about it years or right when Kindle first came out. I was just like, this would be really cool if it was a thin computer like this and it had a, you know, touchscreen and a keyboard and everything.

18:21And it could just be really easy to use for a computer. And iPad pretty much did a better version of what I was thinking. And I wasn't thinking of it for Apple. They were thinking ahead of me. And that's what's really crushed the Kindle. But that is it for today. Please don't forget to rate, view, subscribe. Go to marketingschool.io slash agency if you want to join the Agency Owners Association. That's a group Neil and I have to help agency owners grow. and yeah, we'll catch you later.