Why Business Owners Should Start Posting on YouTube: Oscar Owen

28:18Oscar Owen:The final one is maybe once per month, you do try something new. You try something very different. You don't have to follow these formulas and everything that I'm saying right now. Obviously, it's your channel. So like you can obviously do whatever you want. If you want to sit in your boxes, eat, I don't know, crisps and like talk with the camera, by all means go for it. But it's kind of just like having a framework is better than having no framework. And I would probably once a month or so, that's kind of what I do on my magic channel. I'll just try something completely different. Normally it doesn't work, but occasionally you stumble across something that does.

28:50Oscar Owen:And then that kind of gets added into the, the rotor of videos that do work. So that's kind of how I break it down. But I completely agree, like creativity and stuff and YouTube is, is like so important because that's what keeps you going. But at the same time, if you just go pure creativity, you know, put on your artist hat and just do whatever you feel like you're not running a business and you've got to treat YouTube isn't separate from your business. YouTube is part of your business as far as I'm concerned. So it's a bit like maybe with sales calls. Maybe you've got a different script you want to try out.

29:20Oscar Owen:Of course, go for it. But don't try out different scripts in every call. Stick to what works. Then maybe occasionally try some different things to be a bit more creative with it. Exactly the same with YouTube. I see it as like a lead generation machine. So what works, stick to it. And then from time to time, try new things for sure. Keep going. So you know that we always have the right people to ring, but still some people don't know how to get through to those people, which is why I have found the ultimate tool. Speaking of tools, do you know what it is? Wow, that was a very confusing intro. So let me just make this clear for the people at home.

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30:12Oscar Owen:for something to put your sales team on steroids get nox today so let's talk about scripting because automatically when when people say scripting that is like just writing it all down and using a teleprompter or in the in the world that we live in today probably getting some form of ai to write script. Like when, when you say scripting Oscar, is it, is it a case of here's a few things to say in some loose talking points, or actually it should be word for word. This is what you know, you're going to be saying. It's a really good question. Really good question. It's probably one of the most common questions people ask.

30:49Oscar Owen:They say, Hey, should I script out absolutely everything word for word? Or should I just go off script and just have a chat, have a few bullet points. What I always tell people is make 10 videos fully scripted, make 10 videos unscripted with bullet points and see which one you prefer better. If I had to honestly tell you what I think most people should do, especially business owners, don't script out word for word. Man, I used to do it. It takes so bloody long. Genuinely, I'd spend like four days scripting something out like word because you want to make it absolutely perfect. And most people just don't have the time unless YouTube is your full-time job.

31:21Oscar Owen:That's how I got away with it. And even when you have a script writer doing it for you, they're just never as good as you. And you get this script back and you spent, you know, 500 bucks on it or whatever. And you just end up rewriting the whole thing because they don't have your head. The only scenario I've ever seen script writing work is when you have someone in-house and you legitimately train them up for six months to think like you, to write like you. And even then it gets like maximum 95%. The truth is, I think with most business owners, you should be an expert in your niche. We're talking, not talking about like Mr.

31:51Oscar Owen:Beast kind of channels here. We're talking about YouTube channels that are created around a certain problem that drive leads to your business. if that is the case, then let's just, you know, you're an expert in sales. I'm an expert in YouTube per se. Let's say you're an expert in fitness. You should be able to talk about that topic honestly with no notes. Now, obviously with the camera in front of you, there's like, you know, camera confidence and coming across good on camera. That's actually completely separate. But for most people, when they say, oh, but I can't speak in front of a camera, I need to read something.

32:19Oscar Owen:You know, I will be on, let's say, a Zoom call with them and I'll just start asking them about their niche. Like, okay, cool. But tell me a bit more. If I was just, you know, doing sales with you, like, you know, how would you handle this objection? I'm like, oh, well, I just do this, this, this. I'm like, cool. Okay. You're speaking to me on the zoom right now. You're speaking to me in front of a camera right now. And you're absolutely fine. Right? So it's not actually the camera. That's the problem. It's the idea of the camera being there and the pressure of pressing record and okay, cool guys.

32:45Oscar Owen:Let's, let's get everything perfect. That's the problem. That's a skill you can learn really quick. So what I recommend most people do is you script out your introduction and you'll hook an intro, as I told you earlier. So hook, intro, value, end screen. So you script out the hook, you script out the introduction because those first 30 seconds are super important. Then for the actual points of value, just have bullet points. So that's what I do on YouTube. I just go off the top of the head and I'll have like 0.1, this thing. Maybe there's like a rough, I'll say this fact, say this thing here, but it's just a skill that you learn.

33:19Oscar Owen:And when you get good at that skill, you've got to put the reps in to get good at it, obviously. But when you get there, man, you can make like four or five videos a day. A bit like we're doing the podcast now. Like we're just having a conversation and talking. It should almost be no different. And then you can actually make videos quickly because YouTube, one of the big problems is time. And business owners are always very busy. They have the time to do this, this, this. Doing YouTube without having a full-time job. So you're better off learning the skill of being able to talk from bullet points about your niche long-term than you are relying on a script writer to write absolutely everything out for you and always been like slightly annoyed that the script is never as good as you could have said yourself so that's a very long-winded way to say for most people don't script out word for word just learn the skill of speaking off bullet points and talking to the camera and i think that that's a skill that will naturally help you in life anyway if you are a business leader and you're doing events or sales calls whatever so it feels like i could be at a point now where i'm making banger videos the click-through rates are there people are watching them they love it we're going viral everything's perfect but then i'm going zach i've got i've got 50 000 people have watched it and he's going cool where's the where's where's the leads where's the meeting so like it feels like there are probably some like call to action bits that people need to nail like am i asking people to like and subscribe am i asking them to book a call am i asking them to buy something like what what how do we then convert those views into paying customers yeah pretty good question so you never ask people to like and subscribe it's just the biggest it's the biggest waste of time on because when was the last time someone said subscribe and you're like oh yeah i'll subscribe people just don't do that if they want to subscribe if they want to like the video they'll do it also within your videos again like i talked about earlier with facebook ads saying like and subscribe is a call to action right so let's see you say call to like and subscribe oh also follow my tiktok oh my vlog channel follow that as well oh you may as well check out my Instagram and Facebook and my, the more call to actions you give in your videos, the less likely people are to actually do the thing.

35:17Oscar Owen:And most importantly, if you see your Facebook, if you see your YouTube videos as an advert, right? In the same way, Facebook, Facebook ads are adverts, right? A Facebook ad would only ever have one call to action because you want people to watch the advert and then click on the thing that makes you money. YouTube videos are exactly the same. So what I recommend people do is they basically are very conscious over their call to actions when it comes to doing YouTube and they have a lot of intent behind them. If we go back to the Hive formula, we have hook, intro, value, end screen. After your first point of value, I'd always recommend having call to action there that sends people to whatever the next step in the customer journey is.

35:56Oscar Owen:Maybe that's a lead magnet, maybe that's direct to a sales call, maybe that's another, well not another video, but like just something that takes them, let's say off YouTube and to like the next place you want to take them to. I then recommend people have a second call to action, maybe 80 % of the way through the video as well. There was a Stanford study that came out and it says that when you have two call to actions in a video, people are four times more likely to actually do the thing. So always have two call to actions in your video and always put the first one after the main first point of value.

36:24Oscar Owen:The reason for this, this is like a huge mistake that people make, is people will do the whole video and then they'll put their call to action right at the very end. If your video, if you seem like a normal retention curve, it kind of looks like this. It goes down, down, down. Let's say at the end of the video, 20 % of people are watching. If your video got 10 ,000 views, but only 20 % of people are watching at the end, well, 10 ,000 people didn't see your call to action. 2 ,000 people did. And it's actually something people don't think about, but like that's a fraction of the number of people.

36:50Oscar Owen:And you're sitting there with 10 ,000 views going, oh, why did I get no leads? Well, it's because you genuinely didn't put your call to action in early enough. So the best place to put your call to action is after your first main point of value. So people have clicked on the video, they're hooked in, they get the intro, they trust you now, you then deliver value. So they like you. And then your first call to action is there. And that's just like the best place to put it. Then you have a second one, 80 % of the way through. And then they're basically the two main places to actually put your call to action.

37:17Oscar Owen:And then the final, a massive, massive like needle mover for anyone listening to this, who wants to explode on YouTube in terms of leads is you always put your call to action at the top of your description. So just to give you some perspective, my main channel that teaches magic does around a quarter of a million views every 40 hours. So I can test this stuff at scale, right? If I move my call to actions to my courses, lead magnets and programs to the bottom of the description, so the top of the script is like, hey guys, welcome back to the channel. Then there might be timestamps. And then I've got my call to actions at the very bottom, 70 % less people click on the link because they've got to click on the like see more button, read the whole description and then click on the call to action.

37:58Oscar Owen:If you put it at the very, very top, it's visible. It's right there. So people can literally just click on it. Again, Facebook ads. That's why there's always the big button right there. Landing pages. That's why the buttons are always so big to actually make people take the next step and reduce the amount of friction. YouTube is exactly the same. So always have your call to action at the very, very top and also have maximum two call to actions in your description. Not five. Don't link your Instagram, don't link it to Twitter or your TikTok or your LinkedIn. There's no point because if you, if your main, like if your sales page is where you make the most money and that's where you want people to go, right?

38:30Oscar Owen:And then you link your LinkedIn. Well, someone might click on your LinkedIn and then not go to your sales page and then they might not buy from you. So what I would always do is I'd choose the one place that drives the most amounts of revenue to your business. And that's your call to action at the very, very top of the description. And that's where you send people. The final thing as well is to have pinned comments. So again, I track all my links, but often people click on the video and they just scroll and start reading the comments. They don't even read the description. So just having a pinned comment there with the same call to action, I get a lot of clicks through pinned comments as well.

39:01Oscar Owen:And they drive sales for my business via YouTube. Oh, I can't carry my own pipeline. Oh, it looks heavy. It's really heavy. I think it's because I've only been calling people at 98 % accurate with my current data provider. Whoa, does that mean you're just speaking to decision makers all the time? All day, every day. But I bet you won't know who I'm using. Can I guess? Try. Is it Prospio? What, you mean P-R-O-S-P-E-O dot I-O? Prospio dot I-O. 98 % correct data. There's a link in the bio. Try it for free now. That's Prospio dot I-O. Wow. So I want to talk about production as well. So we had Anthony Smith from Diary of a CEO on the podcast, and he said when they're making videos, and obviously it's a massive base, they're trying to make something happen every five seconds whenever i'm watching something now i'm like looking going different camera angle there's a pop-up there's some b-roll call if i'm thinking about the videos that we're probably thinking of making i'm probably thinking anywhere between five and 15 minutes of us talking i go every five seconds i could only use cat cut barely and we've got someone in-house who's amazing at editing but that's going to take so long that we're going to not be able to focus on other projects so it's like what what do i do so when it comes to like production value how important is that so when it comes to doing youtube it's always value first if people watch your videos and you're solving real problems for real people and they get genuine value from it you don't need any editing like i'm not saying you shouldn't do it i'm just saying you genuinely do not need editing i work with one of my clients guy called will brown he does 600k a month on YouTube right now, organic from YouTube.

40:43Oscar Owen:He's averaging around 5 ,000 views of video. He does no editing. He turns on Loom and talks and he uploads the video and it takes him 15 minutes to make the video. So my strategy channel, I probably maybe have three cuts in the videos that I make because you've got to think about who is actually watching your video. So often people think about the how, and that's what we've been talking about right now. So how do you do thumbnails? How do you do titles? How do you script things out? But you've also got to think about the who, who is actually watching your videos in the first place. If you've got an army of children watching your videos, like Diary of the CEO and like other people as well, but they're trying to do these like massive audiences.

41:21Oscar Owen:Of course, they've got to stimulate people. That's why Mr. B says to have like cuts and stuff every few seconds, because they're trying to reach this massive audience. But they're more entertainment channels. Diary of the CEO is an interesting one because it's kind of like, it's a podcast, but it's entertainment, obviously as a business behind it, but he's trying to appeal to so many people that he's got to create content that constantly stimulate stuff. Trying to mimic what they're doing. Okay, sure. If you're trying to make a podcast like Diary of the CEO to appeal to millions of people, then do what they're doing.

41:48Oscar Owen:They're world-class what they do. But if you're genuinely trying to sit down and you're trying to, let's say, provide real valuable content for people who care about sales and getting more leads. If I was watching your video and every five seconds, there was a scene cut and a graphic, I'd click off and just watch someone who I could actually enjoy and they wouldn't give me a headache. Do you know what I mean? Like it's the reality. So if your ICP, your ideal customer profile, the people you're trying to target are let's say 25, 30 plus, they're business owners, they're maybe a bit more like sort of, they don't want like a scene cut and a graphic every three seconds.

42:20Oscar Owen:Dive the CEO. This is like one of the problems with like YouTube advice and YouTube strategy is people make it so blanket. Like, oh, you've got to have higher attention videos. Well, maybe, but who are you making videos for? If you said to me right now that for your podcast channel, yeah, we're trying to reach this like massive wide group of people, then I probably would agree with what the diary of a CEO guy said. And obviously for them, it works really well as well. But if you said, no, no, I'm trying to get leads for people between the ages of 30 and 40, who basically want to get, you know, improve their sales.

42:50Oscar Owen:And I don't quite know what your offer is, but whatever, whatever that is, then I would say the less editing, the better. Just have some editing that sort of supports what you're saying. Let's say you're talking about a graph, have the graph pop up make it really smooth make it really sort of enjoyable to watch but more editing doesn't necessarily mean a better video if anything it can retract from the video because people just go oh i just want to listen to someone that i can relate to that's humanized that i can talk to that i can trust and i think when things are like fully scripted out when there's editing every three seconds it dehumanizes the person behind the camera and it just seems like this big production set whereas when you do get the reason this guy will brown for example makes all this money is people listen to him.

43:31Oscar Owen:They just quite like him. They think he's a really cool guy. He's got lots of credibility as well. It's not just he turns on the camera. It's not that simple. He sold his company for like 16 million. So there's like that as well, obviously that sort of helps with credibility. But you listen to him and just go, you know what? I'd quite like to work with this guy. He sits down, has a good chat with the camera and I really get a lot of value from his videos. So it's always value first. Like value is the single most important thing and then the mechanism behind which you provide that value is kind of what you're talking about now is the high editing or not that's kind of up for debate but i'd say in your case if you do have like an older icp who are a bit more mature their founders their business owners i would say yeah have some editing i'm not saying don't do any editing at all but just don't go all in on editing i don't think that'll be the best move can i ask you to be a consultant for us for a moment yeah go for it yeah so a weird thing that we noticed right we've got an engaged audience on LinkedIn.

44:25For the podcast, we've got a really engaged audience in the audible version of the podcast. So like Apple, Spotify do really well. It doesn't seem to either of those carry over to YouTube, which almost feels odd to us to think like, oh, there's these engaged audiences. Why don't they just carry over to this space? So where do you think we're going wrong in the crossover?

44:46Oscar Owen:I think podcasts and YouTube are the one of the hardest types of content to grow. I really mean that it's it's so tough because you've either got to be like a really good podcast host and people come for you or you've got to have like really good guests and people go for the guests but if people go for the guests let's say you have like imagine you had like steven barton from diversio on you'd get a flooding of people watching that because i like steven and the next week you get someone really big on but let's just say you got i don't know uh alice or mosey on right the next week you get a whole different set of people watching that and what ends up happening on YouTube is you start to develop what is known as a split audience, where people will watch one set of videos for the guest on there, but not the other set of videos because they don't care about the other guest.

45:31Oscar Owen:And then because the algorithm on YouTube is very, it works very differently from, let's say, Audible or well, like the Spotify podcast, whatever it is, people discover podcasts on YouTube through YouTube generally recommending it through like the homepage, or maybe search. and when it basically sees that you have a podcast and like loads of people watch this one episode but they don't watch the next episode, it assumes that that's a bad video because not many people have subscribed to you, let's say, clicks on it. But it's not that it's a bad episode, it's just the whole group of people who watch this first episode genuinely don't care about the second one, right?

46:08So when it comes to doing YouTube podcasts,

46:12Oscar Owen:they're genuinely really, really tough. And there's so many variables, like also thumbnails is a really big one so for example when you have thumbnails on youtube you don't have this on spotify and stuff it's just literally a link conversation with x person whereas youtube as i talked about earlier it's all title and thumbnail so i know like diver co for example they test 300 thumbnails on facebook ads before they actually upload the video because they see how important it is right it's with with what you guys are doing it's like you want things like uh you want sort of controversial text in the actual thumbnail itself if there's two people speaking, if we were doing a thumbnail right now, I would literally say like, okay, have me like making a really serious face and you sort of like looking scared or something.

46:52Oscar Owen:And that would make people click. And that's literally, again, what they do on Diver's CEO, they'll prepare all the hooks. And it's not just their podcast. They'll be thinking about the thumbnails and titles before they even sit down with the guest. So they have to play the YouTube game. And that's where things are different. So yeah, having like a really big podcast on YouTube isn't easy. But again, it's possible you just have to get all the fundamentals of youtube right i've spotted there's a thing with um like modern wisdom's a good example yeah chris williamson's podcast where he had matthew mcconaughey this week right but then he releases a little clip from matthew mcconaughey last week but then diary of a ceo might do like almost like a callback to a six months ago episode like here's 10 minutes on this one thing i wonder for us how do you think we should be thinking about making the most of you know we've sat down with you for an hour what are all the different ways that we can chop that up and do more with it so it doesn't just have that one static place i think if i if would have i just be in your shoes and you're like okay you've got to make a really good podcast the first thing i do is that i have continuity within the guests generally speaking so you want to be within some some niche because if it is literally anyone that is when you do develop a split audience if you can have some semblance between the different people who are on your podcast like okay it's this kind of marketing theme or sales theme or even if they're not for example we're having a conversation today but if you wanted me to talk about like sales in youtube i could just do that for example so let's say your podcast theme was was sales i would really kind of keep it within that vertical so that when old subscribers see the new updates or this or the new video they are more like to click on the thing because it's within the realms of something they're already interested in that's the first thing the second thing i would do is i probably have a main podcast channel that's like really long like two hours whatever however long the podcasts are one hour and the reason for that is there is i i watch for example i've never watched a whole joe rogan episode i've never just sit down unless i really like the guest i've never watched like a two-hour episode of joe rogan having a conversation with someone but i will watch his clips youtube channel because they're like kind of interesting things same with the diar of ceo i've never really watched a whole episode but i will watch the little clips so the different channels attract different audience types.

49:03Oscar Owen:So the second thing I'd do is I'd have like a long form YouTube channel for like two hour long episodes, because that there will be people who will sit down, they might do their cooking or be in the car, and they'll just listen to you guys have a chat on YouTube. Then they're going to be other kind of people like me who just want the individual clips. So I'd probably have two channels, I have one that's got the long form, one that's got the clips from the channel. And then the final thing is I'd probably try and embed it in your talking head videos as well. So Ali Abdao is a really good example of someone who does who used to do this well when he did a podcast, he might let's say get an expert on, I think like, for example, he had an expert in let's say gut health and he'd then make a video.

49:37Oscar Owen:So they have a whole podcast conversation and they'd have like an hour long conversation with that. And then he'd make a YouTube video saying, talking about the topic and it'd be a talking head video, but then he'd constantly refer back to the podcast and be like, so this is what she said about this thing. Cuts their conversation and then cuts back to him sort of expanding on that point. So for example, let's just say in your talking head videos, you were doing something to do with YouTube lead generation sales, you can make a really cool YouTube video on this, but then cut to this conversation.

50:06Oscar Owen:Maybe something of, maybe the Hive formula. So I just explained the Hive formula, then it cuts back to you. So this is actually how we implemented the Hive formula on our videos. Firstly, we try to do, this is our hook, and then we try to do this as our intro. And I try and have that sort of relationship. So you kind of cross-pollinate the podcast with the clips, with the actual talking head videos. and it's really about building that ecosystem out that makes a podcast grow on youtube so does that at what point does it feel like it's too much so let's let's let's break that down and i love that we're doing real world and like analogies so we've got the podcast channel we have a meeting podcast great then you've got we have a meeting clips which is like five to ten minute clips and youtube shorts and we'll touch on that then obviously there's two of us unfortunately like So do you say, we'll talk about it later.

50:53Do you say, okay, you've now got a Wham Talking Heads channel. Do you split it off of Zach Thompson Talking Heads, Jack Frimson Talking Heads? At what point is like, is that overkill for channels? How would you approach all of that?

51:07Oscar Owen:No, if you have a podcast, then I say most podcast channels are automatically two channels for the reason we just talked about. So if you're just sitting down saying, hey, I want to do YouTube, it would just be like, cool, have a Talking Heads channel. And that's what you do. But because you do have a podcast, you're trying to leverage that as well. then that's automatically two more channels so you basically have three channels then you do have two co-hosts so you could essentially have yeah four channels essentially and it's not too much i mean if anything it's just you guys being out there in more spaces to reach different audiences and i think it's a really cool thing it's more just how you've set yourself up you've got two co-hosts and then you've got a podcast channel which is also two channels so yeah i'd say four channels is is not too much at all so long as you have a team to do these things on your behalf because there's no way you guys could individually run four channels and run your business and do your LinkedIn and have a social life.

51:55Oscar Owen:We'll do it. It's fine. So before we wrap up, let's talk about, you mentioned it already, YouTube shorts. That feels like a totally different game. It's not TikTok. It's not Instagram. What can you tell us about where people are going wrong with YouTube shorts? Yeah, well, to begin, I'll just share a story with you which was back in 2022 i made a youtube short on my magic channel and the short i uploaded it and within two days or three days it hit 60 million views absolutely mega viral it bought in 123 000 subscribers in like the space of a few days and it just exploded and i was oh that's sick so i made another one and another one and i ended up getting maybe 200 000 subscribers in a couple of weeks and my channel just blew up.

52:44Oscar Owen:And initially I was like, Oh, this is amazing. I'll just keep doing this and I'll keep making these videos and everything's gonna be perfect. I'm gonna be famous. I can finally tell my mom that everything's gonna be okay. But then, um, it was one of those ones where I started uploading long form videos, my normal magic trick tutorial videos, right? And all of them just flopped. Every single video I made just was a 10 out of 10. No one clipped on it. My core audience wasn't watching it. And I couldn't figure out why. And that's why I started then really looking into YouTube shorts and how to do them correctly and what the problem was.

53:17Oscar Owen:And basically it turned out what the problem was, was I was making YouTube shorts to basically go as viral as possible to get as many subscribers, many views, because I just thought that more views equals more money, right? And more business and more, more everything. And the problem was the videos that I were creating on this channel were like viral Britain's Got Talent magic tricks exposed. My core offer and my core audience teaches magic tricks. And there was this difference between these people I was bringing in, 200 ,000 new people who wanted more short form content, just, oh, this trick exposed next, this trick exposed next, versus my core audience and my actual videos, my long form stuff, which is actually how to sit down and spend a few hours learning different magic tricks.

53:59Oscar Owen:And this separation basically meant every time I uploaded a new long form video, it went to a new audience of people who just genuinely didn't care about that content. They wanted more short form viral stuff. So they didn't click on the video, or if they did click on the video, they click off straight away because they didn't care. And then that signal to the algorithm that these are really bad videos. And then all of my videos for the next six months just completely flopped and it nearly wrecked my business. So it took me like six months of no more shorts and really creating great content again to get out of that hole.

54:32Oscar Owen:and because of that what i always tell people is if you want to do youtube shorts another framework for you you've got to follow the three c's so it's content color caliber if you want to create shorts i think they're fantastic but the only purpose of your shorts is to get more people watching the long form videos that's the only purpose no one is ever going to buy from you after watching 20 shorts they're going to watch watch watch they never get cool let's go and work with jack they're going to they're going to buy from you if they watch your long form content if they watch your podcasts. And that's basically how you're going to get more clients.

55:02Oscar Owen:So the first thing to notice is the only goal of a YouTube shorts is to make people watch your long form content. And you do that by following the three C's. So the first one is content. The content in your YouTube shorts needs to be the same as your long form videos. If it's the same content that someone watches your YouTube short goes, oh yeah, let's check out his long form stuff. Oh, it's the same, just longer. Perfect. That's one tick. Content color is the next one. So the whole color scheme of your videos the branding the effort all needs to be the same as well so what you don't want is like you know to film a short on your phone like this and then have these like high production videos you want the color schemes and stuff to be in sync so when people watch your short form and they go to your long form again it just feels natural and then finally is caliber so how good your videos actually are on your shorts should be the same as your long form so if you have editing on your long form videos also editing on your shorts actually put effort into what you're doing.

55:52Oscar Owen:And again, it just means when you cross-pollinate the two, people will do it. And the final thing to notice is, so the final thing to note is on your YouTube shorts, there's a button where you can link long-form videos. So on every short you do, 100 % do this. You upload your shorts and then you can link the most relevant long-form video to that. Something YouTube introduced like six months ago or so. It's just, you know, you get like 100 ,000 views on a short or 10 ,000 views, whatever it is. Shorts are really good for bringing in lots viewers. And if someone clicks on that link, and they go to one of your long form videos and enjoy it, that's when they can actually become a long form viewer.

56:26Oscar Owen:And that's how you build out your channel with shorts. So Oscar, thank you so so much. I've absolutely loved this conversation. It's been an absolute masterclass in YouTube. We always end our podcast the same way. If people are listening to this now, what question should they ask themselves? Well, the question I asked myself a while ago, which I think has been the biggest needle mover in not just YouTube, but also just life generally is how good am I at communicating the different things that I talk about and I'll use a YouTube example but then it sort of expands into other aspects of life as well which is I'm a firm believer in the idea that you are as good as you communicate so on YouTube for example let's go with this if you're a 10 out of 10 or something technically let's just say you're the best coder in the world you're the best fitness guy the best salesperson in the world and you're a 10 out of 10 at that thing, but you're a three out of 10 in your communication, how good do you think people perceive you?

57:24Oscar Owen:Do they see you as the 10 out of 10 or do they see you as a three out of 10? And the truth is they see you as a three out of 10 because on YouTube, you are as good as you communicate. And exactly the same thing I think goes beyond YouTube as well, in life, in meetings, in conversations. Working on that skill for me in how I articulate my points, how I hold myself, how I speak to people has been the biggest needle mover, not just in YouTube, but in networking and building relationships, in communicating with others. So the question I'd get people to ask themselves is like, how good are you at communicating what you're passionate about?

57:57Oscar Owen:And if you don't think you are where you want to be yet, then maybe that's something you should work on. Beautiful question. I think you're a brilliant communicator and the frameworks have been incredible. So thank you so, so much for today. If people want to find you, work with you, I'm guessing they should go to YouTube first. Definitely not LinkedIn. uh no uh yeah youtube if you search uh youtube forward slash oscar actually that's my magic channel so i managed to get that handle somehow and then uh oscar and business is my youtube strategy channel where i talk everything we talk about today just go a lot lot deeper into that so yeah that's where you find me incredible thank you so so much thank you i appreciate it guys