The Iced Coffee Hour - How To Make $50,000 Per Month From Home | Step By Step

Episode Date: November 21, 2022

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Amazon presents Laura versus Fruitflies. Swarming your fruit and terrorizing your kitchen, these little freaks multiply at a rate that would make a rabbit say, yo. Chill. But Laura shopped on Amazon and saved on cleaning spray, countertop wipes, and fly traps. Hey, fruit flies, your baby boom ends here. Save the Everyday with Amazon. Patty Galloway runs one of the most successful in-demand businesses on YouTube that's not on YouTube.

Throughout the last several years, he's cracked the code of the YouTube algorithm and manages some of the largest channels on the platform with a never-ending wait list from the opposite side of the world. Today we're going to break down as million dollar per year business, the secrets of building a YouTube empire and how you can get started. I was going to say that. Hey, just hit the subscribe button and we'll start. Had they done it, Jack? They did it, Graham. Let's get on with the video. All right, enjoy it. But first, we have to thank today's sponsor, Kudos,

because you guys know exactly how much I've talked about credit cards and saving money in the past. But even for someone as cheap as Graham. Frugal. But even for someone as frugal as Graham, trying to fully maximize your credit cards points and rewards, ends up being way too complicated and time-consuming. And that is where Kudos comes in.

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which shows you which cards you should apply for based on the ones you already have. They also have an auto fill feature that not only saves you money, but also your time. Kudos is currently U.S. only and offering our listeners a $10 Amazon gift card when you use code iced coffee underscore BF. What was GF taken? Yes, it was. All you got to do is make your first auto fill purchase before December 5th and a $10 Amazon gift card will be delivered directly to the email address you signed up with.

Again, you could use a link down below in the description and sign up with the code iced coffee underscore BF so they know we sent you. There we go. Welcome to the ice coffee hour, Patty. We are elated to have you. Yeah, you've got to do your intro, Patty. Welcome to the ice coffee hour. This is going to be a YouTube masterclass.

Wow. In person. That's fantastic. Yeah. Patty, we are excited to have you on. I've been a fan of your channel for a very long time. You're a student of the YouTube algorithm. You know all of these hacks where these people can basically growth hack their YouTube channels into blowing up and consistently making high performing

videos and turning those into multi-million dollar businesses. You consult some of the biggest creators out there on their YouTube channels and make some amazing content yourself. Thank you for coming on. Thank you. I mean, it's been a long time coming. We talked about this a long time ago. So it's great to be here.

I listen to this podcast myself. Really? So it is pretty surreal being here and looking forward to diving into everything and going through it all. Yeah, I had no idea, by the way, that you ran an entire agency and a business around helping other creators grow their channels and them making more money too. And I had no idea that was making that much money. You had said something like $50,000 a month.

Yeah, I mean, that might be a bad month right now. That's a bad month. We're trying, we're aiming for $100K a month is where I want to be. And I think I think it is possible. Like we've got close to that. a few times, pretty much touching, you know, in the 90s. And so yeah, I mean, it's funny because I was making the videos first just because I genuinely loved making the videos. It wasn't because I saw like a business opportunity because I've been doing YouTube since 2006 in some form

or another. And essentially, I just kept having people reach out with me saying, hey, do you do consulting? I'm like, no. Do you do consulting? No. Do you do consulting? We'll pay you this much. No. Do you do consulting? We'll pay you this much. I'll give you this and do that. I'm like, okay, actually, let's give this a try. I tried it a few times. Did it with a few different channels. One of the first channels I work with, we like three X views from like 20 million views a month to 60 million views a month. And I was like, this could be a business. 260. No, 20 million to 60 million to 60 million per month. Wow. Now, I'm curious, when you're looking at 20 million views a month, I would see that and be like, oh, that's pretty good. Let's just let's keep that. How could we sustain that? How do you take that from 20 to 60? And wouldn't they just think I'm getting 20 million views a month? This is pretty good. Why do I need your help? I think it comes down to the person. Like some people are just perfectly okay with maintaining.

But it does depend on the niche. Because let's say finance. Like you're like top of the finance game. I think that goes without saying. And the actual ceiling of where you can be, like I would always say we could always do more. We could always maybe double what we're doing. When you look at something like Minecraft,

which is the channel I was talking about there, it was a Minecraft channel I work with. Like Minecraft is the biggest game in the world. There's Minecraft channels that get 20, 30 million views of video. So when I look at a niche like that, I see the ceiling and say, like, why not shoot for 60 million? Why not shoot for 100 million views a month? So I think it depends on the niche.

Like some people, they have a hard ceiling and they just kind of float below that ceiling. Some people, like, it's limitless. Can you tell us when you initially looked at that channel, what were some of the biggest faults that you recognized in that channel and things that they can improve on to go from 20 million to 60 million views a month? I think in that case, it was very early in my journey, to be fair. And it was like my first foray into consulting and into doing this as a business. So I looked at a channel like that and I just saw,

we're not really learning enough from data. We're not really thinking enough about ideas. We're not doubling down on the ideas that are working. And like, I don't want to take all the credit. The team that was working on that was phenomenal. And we managed to just all do this together to get to the point where it got to 60 million views a month.

But more recently when I look at a channel because of the experience I have now, because that was quite a few years ago, I can go in straight away and almost like plug and play. It's like this channel has untapped potential. They should be doing more the thumbnails. They should be spending more time on their intros. They are making obvious mistakes in the retention. And I look at that and say, I have this experience. I have the team. I can go in

and we can scale it to the moon. And how much do they pay you for that service? It kind of depends. Like my hourly rate would sort of float between 500 an hour to about a thousand an hour, depending on the situation. Then as well, like we can get into kind of like revenue share agreements with certain channels, which could become more lucrative. And sometimes as well, like performance bonuses. So like maybe they pay. me 500 an hour, but then if we hits a certain view threshold, I would get an extra bonus or something like that. So it can be quite lucrative, yes. So let's talk about, because you seem to be very well-versed, kind of an expert on everything YouTube. How did you get to this point? Tell us your story,

where you started from. How did you learn and experience all this stuff for yourself and then teach it to other people? Man, I mean, I think a lot of it comes from growing up in Ireland. So I'm Irish, of course, as you can tell from the accent. And yeah, like in Ireland, I lived like 20, 30 minutes away from all my friends. I lived in rural Ireland in the, in the countryside. And during the summers, you know, we have these, I think you're the same here, like sort of three month break, summer break. I didn't have anything to do.

So I was like 10, 11, 12. I got a camera for Christmas one year, like a lot of YouTubers say, started filming videos and I just loved it. Like, I loved making videos. I just loved the pursuit of just shooting something. Even if it was really just like a prank on my brother, just something random. And then I saw YouTube and I was like, like, this is a place I can actually share that. because I wanted to be a filmmaker.

And I saw YouTube and I was like, you know, if I want to put something on TV, there's all these hoops you have to jump through. With YouTube, it's just like press, upload, bang. So I started uploading videos there. And I think it really helped me because I never thought, never saw it as like an opportunity to make money or an opportunity to build a business. I just saw it as like, this is really cool. I want to do this.

So I started posting videos just of myself and my brother in like 2007, 2008. So we're talking like old school YouTube. Like there's no algorithm. them, it's all just the, you know, subscription feeds and like top rated video of the week and all that sort of stuff. And even back then, like, I loved the, I realized that the first love of mine was the actual content creation. And the second love is the analytics behind it, like, why something goes viral. And I have notebooks at home from when I'm 12, 13 years old where I would like track the views on successful videos because something like Social Blade didn't exist back then. So like the new

Lincoln Park song would come out. And I'd be just tracking the numbers just day by day and trying to figure out, okay, where is this video going to end up? How many views is it going to get? And that was, again, when I was 12, 13. And then since then, I mean, all my life I've had a YouTube channel in some form or another. When I was younger, I had a lot of music channels. The most successful one of which got about 50, 60 million views,

about 120,000 subscribers. So that was enough to actually start making a living with YouTube. And I was like, I can do this for a living. What kind of music was it? It was Irish hip-hop. Were you a rapper? No, no, no, no, no, no. Don't, do not get me to rap.

No, definitely. We want to get you a rap. At some point, you got to get a rap. If you're listening, he's going to rap at the end. So stay tuned. At some point.

Retention hack. Yeah. Actually, we got to say it's at some point in the video. That way you have to watch it all the way through. We're not going to announce it. Yeah.

Oh my God. I'm already nervous. No, but yeah, like it was mainly Irish hip hop. And it's funny, whenever I say that, people are I was like,

Irish hip hop? Like, what are you talking about? Like, leprecons and bars, you know, and whiskey. But yeah, there's actually really, There's a really cool hip-hop scene in Ireland.

So I was filming videos and posting it on this channel. And like, I've got a video on there with 35 million views on this channel. And what are the demographics of the viewers on the house? 99% Irish? It's actually, it's funny. It's mainly British. It's about 70% British and about 20% Irish and then the rest of the world. I go into analytics sometimes and I see views from like Korea, like Australia.

And it's pretty crazy. But I stopped that channel a long time after the PewDiePie thing happened. And ad rates got crazy. crushed. I just completely. Like, I was making a bit of money doing it. Like, not enough to, like, go crazy, but enough to like make a living as a 17, 18, 19 year old. But then the PewDie Poclopocalypse happened in 2017. And I went from making a few thousand a month to like a hundred a month. And that's when I actually came up with the current channel. That's interesting. And then at what point did you realize you could begin turning this into a business?

Because at that point, where did you want to go to school? Yeah, it's funny. So I was actually, I was actually saying this to someone earlier. It's like when, when I was graduating, high school. So I was like 18, 19. I had a channel that had at the time 80,000 subscribers, this hip hop channel. And it was making me a little bit of money. And I was learning a lot. And if you thought of a kid today that has, that is 18 and has a channel that's making actual physical money and he's growing subscribers, you'd say take a shot, do it. But that never even crossed my mind back then. Like I thought, no, this is like this is not an opportunity. So I went to college. I just didn't think it would be something that would work. And I think some of that is probably

being Irish and being from Ireland. It's a great country, but it's very much like you do this, you know? Like one thing I love about America, even since just being here for the last few days, everyone is so, like, encouraging. And Ireland, I love it, but just in general, people are like, you know, who do you think we are? You're like, you know, you're the Irish guy from, you know, Carlo in Ireland, which is where I'm from.

You know, you just stick to your lane, you do this. You become a mechanic. You'd go to college. You become an engineer or something, you know? So it's a bit different. It just never crossed my mind. And then I realized after doing a bit of college, and after working a nine to five for a while,

I was like, I was making as much money doing YouTube than I am doing a nine to five that I do not like. What was your nine to five? It was in a marketing agency. So I was doing like Facebook ads. We were also running conferences as well, like business conferences and events. And it was like it was okay.

But like I say nine to five, it was nine to nine to nine. Like I was working all the time. And it was like $12 an hour. I was like, I was making as much money, if not more money on YouTube. And I was like,

why not just double, down and actually see the opportunity there. It's funny because that's only what, four or five years ago? But even four or five years ago, YouTube wasn't the place it is now. Like it was almost more of a stigma. Like you, like everyone thought this was just going to last a year, two years. Like people didn't think they could build sustainable careers. I think that's really changed over the last like five years.

Yeah. I don't know. I remember I started late 2016. I thought it was too late. I'm like, everyone's already done it. Everything's already saturated. Who would care? It's like, but looking back, I'm like,

Oh, wow, no. Little did I know there's still so much opportunity and so much would happen. Makes me think now every time someone says, oh, no, it's so saturated now. What does that mean five years from now? Would you look back at that and think, oh, man, it would have been easy back then. There's all these new segments that just don't exist yet. That's what I think is very cool. Yeah, I mean, that's a good point. I think that might be the Irish culture in me, just not seeing the opportunity as much as an American might. But first, today's video is sponsored by Epidemic Sound, the best, tool for creators to soundtrack their content. Yeah, seriously, we've been using Epidemic Sound now for years, and they've been one of the

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Again, the link is down below in the description to get started today. And with that said, let's get back to the podcast. So you decided to quit your job and you went all in on this music channel at the time? No, so at the time, like the music channel in 2017, it kind of wrapped up because of the apocalypse and because it just, it just wasn't sustained. Is that a pun intended, wrapped up? Yeah, yeah. It actually wasn't, but I'll take it.

I definitely meant that. You did that on purpose. But yeah, like, I'd wrap that up and I was like, you know, I know a lot about YouTube. That wasn't the only channel I was running. Like, we would be here all day if I talked through every channel. I think I counted it one day and it's like 40 channels. Why? What's the point of that? That's too many channels.

It's way too many. But if you're a kid who's interested in things, like, and loves YouTube, like, let's just say I get into like parkour, which I didn't, but let's just say I did. Channel. You know, I got into like calisthenics, like body weight exercises. Channel. I got into like EDM music, channel. I got into rap channel. Like whatever I was doing, I was creating a channel around it.

So you can imagine I was like, you know, when you're 12, 13, 14, you just have a different hobby every week. So every week I'd start a new channel. And most of it, I mean, like, I would say 98% of them never got past the thousand subscribers, but a couple of them did. And then I just, I was like, damn, I know a lot about YouTube. So 2017 happened. The apocalypse happened. And I was like, I know a lot about YouTube.

And YouTube advice content, in my opinion at the time was good, but it was kind of boring, I thought. Like, I thought I could provide something different. So I was like, I just remember saying to myself so vividly, you know, what could I do that's more original? And how, like, is it possible to get a YouTube advice video that gets a million views? And it kind of sprung from there. Just that thought of like, what if it's not just top five tips to grow a YouTube channel?

What if you, like, made a story out of a YouTuber's journey? And yeah, I guess the rest is history. What was the first video you made on that? Was that Mr. Beast? No, the first video I made was the Peter McKinnon breakdown. And a fun story about this. So the channel I made it on, which is obviously my channel now.

That had a different name. And I essentially used it as almost like a bit of a like a content farm channel. Like I made like top five moments. And I had like 20,000 subscribers and maybe like 10 million views because the conversion of subscribers is very low for that type of content. So I was doing that and it was like, you know, a bit of fun. I was making a little bit of cash doing that. But then I had this thought, like I said of the, you know, the YouTube advice

to that could get a million views. Like what does that actually look like? And essentially a few months prior to that, I had studied Peter McKinnon's success, like studied his journey. And I was like, how did this happen? Because he kind of came out of nowhere. And like he was like, especially back then, it was like him and Casey and Ice that were like, you know, top of my mind.

So I had almost like wrote an essay for myself just to like learn from his journey and his success. I was like, damn, this guy's really interesting. Let me write down like a little bit of like a do some notes and write like a story for myself to read back. Then I looked at it and I said, you know, this could be a video and this could be exactly what I was thinking about. Like a YouTube advice video that could hit a million viewers. And I uploaded it to that channel, 60 views in the first day. And on that channel I was usually averaging a few thousand views in the first day. That's 60 views.

And I just looked at it and I said, this isn't. going to work. You know, I'm going to go back to the 95. Like, this doesn't work, right? And the funny story about it is, I just, I remember, like, shutting it and, like, signing into a different YouTube account, because I had some of different YouTube accounts, and just signing out, going about my day. And then I was in Dublin, the capital of Ireland, a few weeks later. And a guy I know came up to me, and he was like, Patty, I really like that video you posted about Peter McKinn. I was like, that's funny. Like, it's really niche. How he'd find that? Like, you know, what? Must have, like, 100 views by now. Log back into my studio on my desktop, because I didn't even have it on a mobile.

I don't even know if YouTube mobile was even there. YouTube studio was even there. I opened up the YouTube studio 300,000 views. And I was like, damn, people want this type of content. And that's kind of how the channel grew from there. How much you make from that video, do you remember?

The RPMs were pretty decent, actually, YouTube advice content. I think, like, that video alone, like right now it's got 1.1 million. So I remember the first check that came in for that first month was like 2K, something like 2,000. I think in the first month they did like 500,000 views.

So that was the first check. I instantly bought a laptop and then that's kind of how it snowballed. When do you quit your job? I finished up my job the following summer. That's when I kind of wrapped everything up, which was I think 2018. And at that point of time, actually this channel, like my current channel, it was in a bit of a lull. I'd made a few videos in the meantime while I was still working the job. Some of them had done well.

Like I made a video on Casey Nista, got like 600,000 views. But I made a video on Alpha M and Unbox therapy and they both kind of underperformed for for where I was aiming for. And then I like, I finished up the job and I was feeling like honestly like a bit depressed. I was like, you know, what's the next? What's the next step for me? Like, what do I do next? Because I'm the sort of person that always has to be working towards something big.

Like I realize in the nine to five, like, if someone said, you work this nine to five, you make this much money and then you go up and you do another few years and you do this, like, it just doesn't excite me itself. Like, I want rapid. I want to do things and move things forward. So I was kind of in this period. I was like, yeah, I don't know. Like, should I just quit the challenge?

Should I try to do something else? I went down this rabbit hole of like trying to start other businesses and thinking like, oh, I'm going to get into drop shipping. I'm going to get into this and that. I was trying all these like silly things and wasting my time. And then I was like, let me just give this a really good go with the Paddy Galloway channel that people know from today. And I went back, started making a few videos.

The results were slow. I made one of Matt Diavella, did like 40,000. Made one on Peter McKinnon did 80,000. And I was like, ooh, this is something. I made a video on PewDiePie and it absolutely flopped. It did, it did terrible. First week, it did like 3,000 views. And, you know, I was, I was accustomed to like 600,000 and a million.

And I was like, God, like, I was thinking I might actually quit. Like, I might actually just stop YouTube. Before I stopped YouTube, I said, I'll make one more video. And that video was the video of Mr. Beast. So I was like, this, this Mr. Beast kid. Like, this is 2019. So obviously he was big, but he wasn't like big, big. And I was like, this guy's amazing.

Like, he's getting like, he's got 20 million subscribers. He's getting like 20 million views of video. Let me make a breakdown video on him. So I just said, this is my last chance saloon. And I don't want to like make it too dramatic. But like, that was literally what I was. was saying, I remember looking at the computer screen and saying, as I was writing the script, this could be the last YouTube video I make. Made that video, pressed upload. First day, pretty good.

I don't even remember if we had rankings back then. So, it was so long. Maybe we did. I can't remember it. But I uploaded the video. I was like, okay, posted, checked it. I was like, oh, performing quite well. Like, I think it had like a few thousand views in the first few days. And my videos would always start slow anyway. Start picking up and I saw, oh, 20,000 views. This is interesting and it was it was right around christmas of 2019 and then i woke up on morning and it had like 35 000 views and it jumped up overnight and the interesting thing is nat o'brien i know you guys are very good friends with this is his hotel room shout out nat o'brien shout out nate thanks he commented on the video and this was the first time he'd interacted

with my channel he commented on the video saying dude this is going to get a million views i remember him saying like i saw the comments like i should go back and find it like if if anyone wants to look it up it's probably still on that video and i saw that and i was like yeah a million views. Like, that'd be crazy. Like, I was just thinking, I'd love this to get 100,000. And then the day after that,

it got 500,000 views in one day, mega viral. Next day after that, it got 600,000 views. And that was Christmas Eve. And Christmas Day, it did 650,000 views. And my YouTube studio was just bananas.

Like, I was looking at it, and I was like 2 million views in my real time. You know, and the video before on PewDie, it's done well now, because over time it's ranked in search and done well. But again, that was 2,000 views in the first,

like two weeks. This video had three million views in the first two weeks. And I was like, okay, this is something that I could really, really do and stick to. So that was like the second quitting points. I was thinking of quitting, did that. I thought, you know, I nearly was like, you know, the YouTube algorithm has just blessed me. They knew I was going to quit. And they were like, let's give them another shot.

But I think it was just a well-time video at the right time. And the numbers speak for themselves. Hey, Ontario. Come on down to BenMGM Casino and check out our newest exclusive. The price is right, fortune. Don't miss out. Play exciting casino games based on the iconic game show. Only at BetMGM. Access to the Price is right fortune pick is only available at BetMGM Casino. BetMGMGM and GameSense remind you to play responsibly.

19 plus to wager, Ontario only. Please play responsibly. If you have questions or concerns about your gambling or someone close to you, please contact Connix Ontario at 1866-531-2600 to speak to an advisor free of charge. BetMGM operates pursuant to an operating agreement with Eye Gaming Ontario. It's interesting because Dorman had a very similar story. He said he was about to quit. told his now wife, this is the last video I'm posting and I'm done. Posted the video and the next day got like a million views on Facebook. And that's what gave them the encouragement to keep going. So it's amazing how many times you make that last video and it's not the last one.

But you got to mentally go into and this is the last one and then it'll blow up. It's also very cool when you post a video and people say, this is going to get a million views. Here before a million views. This video is about to blow up because usually they're right. If I usually get about two dozen of those comments, like here before a million views, this is going to get, it always does.

And I think the viewers know, just like, how the video is going to perform in the first 20 minutes. Pretty remarkable. Because they felt something fresh. Yes. You know,

like, maybe those viewers had watched the YouTube advice videos. And then like, oh, there's some good advice here, but kind of boring. But then,

not to give myself too much credit, there wasn't really anyone else doing those breakdown videos. You know, there's a lot more now. But at the time, I was like the first person to do these breakdown videos.

So seeing something completely new and fresh on your feed that people were just like, damn, this is interesting. So I think that is a good point. Now, what I find interesting too, I just thought of this, is that you make these very good come-up videos, like the rise of a certain creator,

whereas other people like Sunny V2 talk about now the downfall of the creator. So you're like the ride up and he's the right down. Have you found that maybe more, you know, the negative videos tend to do better? Because I'm watching a lot of Sunny V2. Oh my gosh. his views his uh james cordon video yeah over a million views now in nine hours yeah how is that on on trending

and that's it just seems like it's organic and in all of his subscribers just click it because they just want to know what's the downfall i i am and part of me i'm super subbed like every time yeah i watch it yeah but part of me i watch those videos thinking what could i avoid because if if they're all making these mistakes how can i not make those mistakes you know what can i not do yeah it's interesting because I remember when he first started posting videos and I saw him when he had like 10,000 subscribers and I thought he was copying me a little bit. Not to take a shot.

I kind of thought he was doing like the rise of Mark Rover and I was like, you know, I was like, oh, he's kind of taking a bit of inspiration for me. But like when he switched that complete like downfall, yeah. Like I mean, just look at the view counts. Like I kind of, I don't do badly at all. I average like 900,000s per video

when you just combine my last 30 videos. But like this guy gets like a guaranteed million views of video. He's got like 4 million views, 5 minute views, six million views. Yeah. I think there just is more of it is. for it. And a lot of people, like, I've had people tell me, like, what, like, I had people tell me before he even, even came along. Why don't you do the downfall on people? Yes.

And not to, like, make myself sound like holier than thou or whatever, because I think it's just content at the end of the day, but like, at this conference, like, I'm walking into people. The way I see this is YouTube is, like, super stressful. And again, I think Sonny v.2 is a genius. Like, I think he's brilliant. Like, he's honestly, and I've actually had a few messages with him. He seems like a really nice guy. So, like, absolutely no shade at all. But that's, that's to me, like, I just imagine, like, let's just say Paddy Gallo it fell off. Like, not that I'm at this huge. level, but let's just say I fell off.

Yeah. Like, I would just, I would feel so bad about that. I'd be, like, really, like, shamed. I'd feel, like, horrible about that. I'd like to think I would find a way out of it and figure out how to, like, blow up again. But if that was the case, and then I'm just, like, you know, in a bad mood, and then I just see on my news page, like, the downfall of Paddy Gallo. But you know what?

I have to say he does them in such a way where it's not him coming up with these opinions, he's just reporting. So, like, he did one, he did one on Andrew Hales. And Andrew watched the video, and I watched Andrew's reaction of it. It was so good. And Andrew's like, yeah, I think it's a pretty balanced video. He's right. That's Andrew.

You can't base everybody else off of Andrew. He takes things very lightly. I think there's, like, you have to, if you're reporting something, you have to kind of understand that you're also publicizing certain things. And you usually don't accurately portray both sides. You sensationalize it because that's what gets the views. Yeah, some of that. But usually in his videos, you can point to something.

And some of these videos are like, all right, yeah, I agree with that. That makes sense. but I see your point though like for example like there was a like I feel like I'm quite like immune to that sort like I don't care what people say but mainly it's because like I'm not on camera so like they're not personal attacks

you know so maybe if I actually felt what that was like I'd be different but like in January and February in March I had a few videos that underperformer my channel I had a video that first Ryan Trey in video he'd like I think it's like 130K the Matthew Beam one like underperformed as well and I remember just being so like disappointed with that

because there's nothing worse than like a 10 out of 10. Like it just hurts, especially as the end of 2021. I had like 3.5 million on a beluga video, 3.9 million on a Mr. B squid game video. So I was like on this ultimate buzz. Then I get like 130K. And I get 90K.

And I remember just feeling terrible. And then like I tweet something and like someone replies to the tweet just saying like, dude, you fell off. Look at your views. That's like a tenth of what you got last year. Like what is going on? Like is the content. Like if you done something wrong.

And like I know I should look at that in reflect and say, yeah, I am doing something wrong. There was a reason those didn't perform. They were badly times. They were not the best videos. I did mistakes in those videos. But like, it kind of hurt.

I was like, damn, like, you know, it's kind of bad to actually fail publicly and then someone to say, like, you're doing wrong. And I just remember when I made that Ryan Trey and Penny series video in June, and that one hit a million views, before pressing that video, before pressing publish, I was so terrified. That sounds strange as someone whose income is not tied to his channel

and who's been on YouTube for so long to be so terrified of pressing published. But I was like, if this video flopped as well, like, I'm done. Like, that's how I thought. Yeah. And I don't know. But doesn't it in a way affect you professionally? Because if your clients see you, like, even if you have results with your clients,

but if they see you not having videos that perform, does that cast doubt in their mind, even though it doesn't reflect on them? I think that, yeah, I think there is a point there. Like, I do think that helps me because, like, there's quite a lot of people that talk about YouTube. There's not many people to talk about YouTube and actually get a million views on videos. So I do, I do think that's a factor. Yes.

I think the one thing to consider, though, is, like, now. Naturally, YouTube advice content shouldn't have the audience that mine does, in my opinion. Like, if you look at any other channel, Barr, Colin Samir, who've done a phenomenal job, like, most of them struggle to crack 100K. So when I get a video that hits 140K, it's like, compared to everything else, it's a massive underperformer. But when you consider the audience, I'm trying to actually target at the end of the day. Not trying to downplay it, but I feel like, you know, let's just say if someone was getting 50,000 views of video on YouTube advice, I think they were a good YouTuber, you know, because

it's difficult. There's lots of people doing it. it's competitive. But I do definitely think it does help with reputation, with clients, being able to say, look, I can make a good video. And even like a funny thing, like I sometimes post screenshots on Twitter of like analytics and results I get for myself and other people. One time I posted a screenshot of a video with like 1.9 million views or whatever on that mark. I got this DM from someone who are like, you know, you're just photoshopping this. You know, I want to see some proof for this performance. And I just linked him to the video and was on my channel.

And I was like, dude, like, just look up my channel. It's right there. You know, so it definitely helps in our regards. It'd be like, I know what I'm talking about. Got it. How many clients do you have now? Full-time clients. I have, I believe it's five, between five and seven. It kind of varies with some people that dip in, dip out.

Can you say who your clients are? I can say the YouTube channels. I can't say the corporations I work with. Sure. I work with Noah Kagan. He's, he's one of, I work for a lot. And like, you know, he was a perfect example of selecting someone who I thought could blow up. because he's got like a crazy track record,

crazy reputation, he's got resources, and he's actually really passionate about YouTube. And he's consistent. He's consistent. That's what I like the most about him, is that very few people at his league have the consistency to post no matter what. Yeah, because he'd gone through three years,

maybe two years, of just the same results, but he still kept posting and he still kept trying to do YouTube. And anyway, I came in, I talked to his producer, we talked about a strategy we could apply on the channel. Funny story is, like,

I've been working with Noah for like nearly a year. And then this conference, Vid Summit is like the first time I've actually really had a conversation with him because he's got everything so scaled. Like he's just kind of like in front of the camera, but everything around him was like systemized. So anyway, like I looked at the channel and they were doing like 20 to 50,000 views

of video, sometimes outliers. But three times a week, in my opinion, the content was good, but it was like sitting at the desk. It wasn't too creative. And like I think there was a bit of a ceiling to it. So when I came in and the guys, the producer, and Noah himself, the producer Jeremy, they agreed that like,

we need to be more selective. We need to go for bigger swings with the content. And like, you know, so we started applying that. We started actually posting less, but we went for bigger swings. Like Noah was actually out and about

asking millionaires how to make a million and so on. Who came up with that idea? They came up with the idea, but I came up with the thumbnail concept. And it might, like, I'm not trying to take credit for it, but I think that thumbnail concept is brilliant.

I just love that paused reaction of, oh, him at the door, with the door kind of open. Yeah, yeah, I like that. Yeah. So, like that video, that was the first video we did together, the first time that I worked on with them, that video is like 3.5 million now. And like ever since then, like, I think on average, I worked it out for my Vitsuma presentation. Like on average, we're doing about 500,000 views of video now, whereas before it was 50,000. And that's just by being more selective and going for like bigger swings. And I thought that was possible the minute I saw Noah and talked to him and talked to Jeremy on his team. I was like, you know, this guy has such a great reputation. And also, he's just willing to do stuff. Like, someone. people go into their channel and they're like, I want to do it like this. I don't want to change anything. You know, I just want to keep it this way. But when someone's like, I just want to blow up, I just want to figure out how to get more views, I'm like, that's what I want to hear. Let's see what

we can do. So, yeah. So can you reveal some of your other high profile clients that you work with? So I work with Jesser, if you ever seen his content. Like we, viral content. We crush it on shorts. He's basically a basketball creator. He does like a lot of sports related videos, six and a half million subscribers. Similar story, I went into his channel and I was like, you know, things are good here. Yeah. He's a decent creator, very good, I mean, very good creator. He's doing about 400,000, 500,000 views of video. Could we scale this to two? Could we scale it to three? Like, when I look at a channel, I'm just thinking, like, what is that ceiling? Like, could we get it higher? And we essentially

started switching to just higher effort, kind of a little bit Mr. Beastified challenge videos with bigger stakes, sometimes a lot more investment in terms of time and money, and also just thinking more about thumbnails. I know you guys like love thinking about thumbs us and that's one of my favorite things about you guys because like I can't say how many creators I come to and it's just the last thing they think of and sometimes these are channels with 10, 15 million subscribers and they're like yeah, I do the thumbnail like the day before. I mean we do the thumbnail usually hours before but it is a nightmare. But you really think about it though.

Oh gosh, it is horrible. Yeah. But it's fun. It's fun when you get it but it's horrible when you're thinking there that's like I have no ideas and I hate it and you got to get something done because we have a deadline and we have to post. There's been times we posted late because I just can't think of the thumbnail. Yeah, yeah, for sure, for sure. But, like, yeah, it was a situation like that

with Jesser where I just knew he had again. Like, it ticked a lot of the same boxes. Like, he had a channel that had untapped potential. He was creative and good on camera. He had resources and he was willing to apply feedback. Like, my first call with them, we originally just did one consultant call together. Did that call.

Instinctly they started applying what I told them. Like, there wasn't any kind of like, oh, I don't know. let me try. Like it was instantly, bang, they started applying it and they started getting results.

Then they hired me full time and not full time, but like a few hours a week in January and we scaled it up a bit since then. And I work on every video. I work on every thumbnail.

I still think every single video could be better. And, you know, if Jesse or any of the team is listening to this, like we should be getting 10 million a views of video in my opinion. But yeah,

we scale that channel up. He's another channel. I work with a great Minecraft channel called Dom Minecraft. I'm not sure of either of you guys are Minecraft viewers, but the mission with that channel, the goal with that channel

is to become the biggest Minecraft channel in the world. Who's the number one right now? Dream. Dream, pretty much still, yeah. Like, and there's like the Dream S&P, there's Tommy in it, there's a few other guys. But we're just sort of looking at and say like, this guy is super driven. You can make great videos.

So we just go into the channel and like I've been working with him since January. We average about three and a half, four million views of video in Minecraft. So I work with him. Who else is there? Got it. Zach Alsop. You ever seen his content? UK YouTuber.

It sounds familiar. He's another great creator. Cash Jordan. He does real estate tours of apartments in New York. Got about 300K. He's actually my smallest client. Sure. But a lot of fun with him.

And then as well, yeah, I work with a few corporations, including one massive Fortune 500 company, which I can't reveal. Is there any way you could whisper it and we bleep it out? Just to get our reactions? Okay.

Makes sense and it's amazing. So you're doing their social media and stuff? No, just their YouTube. Essentially like they're... Obviously a massive company. And they have like huge resources. They have huge people working with them. There's so much,

I don't want to reveal who it is, but there's so much built around this company, but they don't have a good YouTube strategy. So last April, the head of YouTube reached out to me. I worked on one video with them, titled on thumbnails, one video with them,

did five and a half million views. And their average is like two, 300k, if even, like quite often it's less and sometimes it's like paid on top of that. Wow. So they were like, damn, like this, this guy,

is what he's doing. Did a few talks with their teams and now they're a full-time plan. How does it work with payment? Do they pay you way more than a individual creator would? Like how does that relate to your overall income? It's a bigger package. Like there's more included. So for example, with a lot of the creators I work with, it's just me.

Whereas this involves like a thumbnail designer that I bring in. It involves my analyst who's on my team who like devotes a certain amount of time to a week. So it's a bigger retainer deal with some like performance stuff involved as well. And what happens hypothetically, let's say you. sign on with them and you're just not getting results or like what happens if it if you don't know just it's not going right what would happen in that situation i think it depends on what they're what they're actually really trying to get out of it because what i realize about working with

companies like views aren't the only metric they track they're thinking like are we moving in the right direction like are we learning more about this platform like i think there's it's different to a youtube YouTuber just looks at pure views but i would say in general like i'm lucky and i know this will never be the case because you can't be you can't get it right every single time but every channel I've worked with over an extended period of time we've increased views I guess it's just never happened that we've decreased or plateaued every single time it's increased now just a law of odds like eventually I will come to a channel I can't fix or I can't make happen and you know that might happen the next year the next two years next three years I think it just comes down to having a conversation

and like I the way I do business I literally do not have contracts like you know NDA stuff sure but I don't do like hey you're locked in for two years, it's like, if we're not getting results, you can just leave. Yeah. So it's like, and sometimes clients have to be patient. Like, I've worked with clients where like the first month is a bit slow as we're trying to transition and trying to make things happen. So sometimes it just comes down to like, yeah, just be patient.

And if at any time you want to leave, you want to leave, just go. Like, I'm very friendly with these clients. Like, I actually chill with them. Like, we're friends. So it's not really like, you know, a big deal. I've always thought about that. These, these massive corporations have huge budgets and their marketing is very important. And they always buy sponsorships and stuff like that.

But why don't they have an in-house team that's running their social media, which some companies do, but it's never very effective. And if they could get that, it's the perfect targeted audience, the people that, like, follow over to the vibe or stuff like that. They don't throw enough resources at it.

I mean, we've seen some where it's like the whole YouTube team is like two people. And we're like, this should be 20. Taco Bell's done a good job. Taco Bell's Twitter is like, but there's quite a few where they don't take YouTube seriously. And they just hire the bare.

the bare minimum just to do it, but they're not doing it that well. Yeah, I see that as well. And like, it is, there's pros and cons. Like, it's a different world to working with YouTubers. Like, there's so much professionalism, but it's also much slower. You know, like, making a decision takes more time, like approving things takes more time, which is natural. But I completely agree, like, these companies, like, why are you spending hundreds of millions of dollars on TV and you're spending, like, a million dollars on YouTube, if even? Like, you have, like, two people on your YouTube team. Like, that's not the company I'm working with. But like, just in general, I see that all the time. I'm like, why are you not investing more? Right. It's where eyeballs are

going. Can you tell us about your business and like how many people work with you and how you've grown that? Like, what's the back end of that look like? Yeah, I mean, it's messy. I'd like you to take a look at it sometime and see what I could do better and hear your opinion. But basically, like, it started as me, obviously, because it's the Paddy Galloway brand. It's my channel. I started working with clients first. Then over time, I'm like, damn, I need an assistant. So I I hired a PA. So I've got a PA. Okay.

Then I was like, I need help with these clients, especially on stuff that's repeatable and I can, you know, have someone do again and again. So I hired a, what I call a YouTube strategist who just worked with me with clients. I hired another YouTube strategist. So I have two YouTube strategists that work with me. The other YouTube strategist is more on the data side.

So if there's a client that wants like a deep dive into their analytics, they want to export everything, build crazy graphs. Like, that's his bread and butter. And then I've got a designer that helps me a little bit with like animations and stuff for videos. And after that, I have a thumb designer who's kind of more on like a kind of retainer, or contractor basis. But yeah, it's like a team of kind of like four or five depending on how much you count,

like six if you count, uh, freelancers too. Do you have an office? Do you just work from home? Completely remote. This is like, it's crazy. Like I've been working on YouTube, like with these YouTubers for a few years now. This is the first time I've met YouTubers in person. Apart from Nate O'Brien in Dublin in 2020.

Was he the first and only like YouTuber you've ever met in person? Yeah. I mean, like before, like I did see, I have seen a few since. But like in 2020, when I saw him, it was right before the lockdown. Like COVID actually wasn't a thing. It was like February, you know? Sure. And we just had a pint in a pub in Dublin or a bar, as you guys call them.

And I just thought like, you know, this guy's really smart. You know, we obviously talked a bit since that video where he commented on performance. And there's just not many creators in Ireland, you know, very few. And then the lockdown happened. Yeah. So I was supposed to come here to Los Angeles last year and I couldn't get in because of COVID restrictions. So like this is the first time I've actually been to America. First time setting foot in America.

So it's pretty interesting. That's cool. So you being the expert that you are on YouTube, understanding analytics and statistics and all of that good backend stuff, what are some content hacks aspiring YouTubers can do or things that are commonly overlooked, things that people generally don't do very well, that they can fix to see immediate performance increase?

Honestly, it sounds funny saying this, but like the biggest thing is ideas. Like the actual ideas and topics you cover it's incredible to me how someone could like invest maybe tens of thousands of dollars into a video invest hundreds of hours into a video but the idea is just the first thing they thought of you know just a random oh that would be a good idea

let's just make a video on that like it just doesn't make sense so investing a lot of time into ideas how do you know it's a good idea or a bad idea I think you have to have like so what I think about is I think about like a funnel so I want to come up with let's say I want to make one video I want to come up with like a hundred ideas and then put it through like a funnel with a filter and that filter could be like,

can this video, can I think of a good thumbnail? Does this video excite me? Does this video have one million view potential depending on what sort of challenge? And like how you decide that is somewhat subjective but can also be based on data. Like maybe we've done this video before

or we've done a similar one before and it's performed really well. Or maybe it's performed really well with a competing channel or maybe even a channel in a different niche. It's overperform. So we have some at least some insight

into how this could do. So that ticks the box. And then maybe it's just like, you know, how feasible is this to actually execute? Like we can all come up with a crazy. idea, but maybe it's not feasible. I think of like 100 ideas, filter down to like the 10 with

like criteria like that. And when you get to 10, just look at them and say, which is the best. Like sometimes you do have to trust your gut. And I'm someone that loves data, loves analytics, but sometimes it's just like that feels like a better idea than that one. You know, let's do that and let's make that video. But I would say like, you know, in terms of hacks, like more time on ideas. Like I worked with Mr. Beast for a few months last year. And like that was eye opening to me, how like ideas or everything, especially for entertainment channels. I think it's a bit different than other niches,

but even Graham yourself, I'm sure you know, like, if you get a good topic, it's going. Yeah. Yeah. What else beyond that? I would say,

like, intros is one of the biggest problems that creators have, understanding how to hook someone, how to get to the point, and how to not put too much context in. I think way too many creators put way too much context in their intros. I don't want to hear all this explanation.

I just want to hear delivery. I just want to hear us flow into the rest of the story. That's another thing as well. Like, it might sound obvious to you guys, but so many creators have, an intro reel. You know, like a little like cinema.

Oh, I hate that. There was just, there was one I watched where the intro reel was 50 seconds. That sounds kind of like your video, it was, no, but. Smash the like,

no, no, no, I'm talking about one of this pre-recorded, where it's in front of every single video, where it's like that like 50 seconds. It was 50 seconds. Like, so I've studied like thousands of retention curves across,

I want to say hundreds, that's maybe a bit of an exaggeration, but like dozens of niches. I've never seen an intro real. server purpose. Like, they're just not used. They're not useful. They don't, they're not needed. I honestly, like, with my videos, like, my videos take me, but maybe like, some videos of mine take, it's like 100 hours to finalize with between scripting and, like, editing and everything together. And let's just say it's a 10 minute video. You would think, like, each minute has a 10%

time allocation. The reality is I spend like 30 to 40% of the time on the first minute, just to make sure every word is right. And I, I have that liberty because, like, I post infrequently. And I think it's harder when you're posting a lot of content to be able to go into that that's how strong I feel about how you start the video. So like, talk about hacks. Like, faster intros that get to the point and don't, I always say an intro that doesn't feel like an intro. Like, if I can point at your intro and just see so clearly where it ends,

and it's like, okay, now let's get into the video. Why didn't you just start there? You know, that's like, that's like the biggest intro hack. So that's definitely another thing that people need to work on. I'd love for you to critique our content. I think that would be great. I think one thing, I always actually mean, like, if ever I came once this podcast,

I was going to ask you about the smash the like. I was, it's so funny because I was about to ask you, have you found if likes affect the performance of the video? So, likes and video performance are slightly correlated. So there is like a relationship between a video that gets more likes, gets more views. But it's not as important as retention. So the question for me and the question for you is really, if by having the like CTA, if you like, let's see, let's say that like CTA leads to like a 3% drop or 4% drop in retention. The way I would think about this is it's tradeoffs. Like now you have 3 or 4% people who've left the video and what you've got is more likes. But if retention is weighted higher than likes, I will always prioritize retention. So my like button smashing is usually about 10 to 15 seconds at the maximum. And I always include a picture of a baby animal, a thank you. And I feel like people like that because some people request now in the comments, I want a picture of a baby dolphin or like, I want a hedgehog in the next one. So I'll see the comments. I'll be like,

all right, I'll take a note and then I'll put up a picture of a head. Hedgehog or, you know, whatever that is. Okay. So you also get comments that are like, stop begging for likes and stuff like that. They've been saying that since the very beginning. There's always going to be somebody who's to complain to it. But you're taking your anecdotal experience about people praising you for the, for the No, because, no, because you, I see out of a hundred comments, one person is like,

you're begging for likes. And then the other 99 people don't care and they hit the like button. And they like it. There's going to be a person who complains over everything. People complain about my voice, how I look, how I move my arms, which I think help retention because it makes a video more appealing. People can find everything to complain about. There's going to be every. You know what I think though? Yeah. I mean, obviously comments, you can get some decent data from like, you know, how people are feeling about a video.

Yeah. But really, it's about the retention curve. Like when you do, like, I don't, I don't really care too much about what people say, positive or negative. I care about those moments where you introduce that like CTA. Are you losing a significant amount of retention? What's your advice for people who might want to be in a position like you to consult and make money on the back end? from YouTube. Honestly, don't see it as like a making money opportunity to begin with. Like I actually do it as like a YouTuber. Like try to become a YouTube yourself. Like I make a living for my channel. I don't necessarily need to do this. Like if I wanted to just like get by, I could just live on my channel. So like I'm a YouTuber first and then a YouTube consultant second.

Like that's sort of the way it's gone for me. So I'd say if anyone wants to do this, I would say either start your own channel and just obsess over that and try to make it the biggest channel you can. Or go and find like an upcoming YouTube. or like, you know, let's just say Matthew Beam. Like last year as Matthew Beam was growing, like if you want to become a consultant, like, why not message Matthew and say, hey, I want to work with you? And just learn with every video, apply this stuff, build a case study. And then over time, you might be able to take on more clients.

But what everyone wants to do is like everyone wants to skip the step when you're like an employee and you're working and you're grinding and you're spending like 60 hours a week getting nothing. They want to skip straight to the expert bit where you're like getting the high rates and the speaker fees and stuff. So I think it takes time. Like, you know, and I think it depends. on what you,

what you're working with as well, you know, like what sort of skills you actually have as a person? I'm curious though, what are your thoughts in the Mr. beastification of YouTube?

I'm noticing that. I click random channels now. What's up, you guys? Today, we're going to have the five things. And it's like the same format now over and over and over again. It's interesting to see.

And now I feel like it's almost becoming less effective because so many people are doing that. I mean, it's difficult because... Oh, we should get this. Alex just had his wisdom teeth removed. Okay. So I'm going to record this.

He did? How are you doing, Alex? Did you get them out yet or no? They pulled my seatbelt. They did? Yeah, it's justice. Oh, my gosh. Did it hurt?

It was, they did look. I want to make sure. I don't know if we want to see it. Alex, we're going to get demonetized. No! Whoa, whoa, whoa, Alex, turn it back. I don't want to see it. Are you okay, Alex?

What do you want to say to the viewers? Where are you in there, man? Patty Galloway. What's up, man? Hey, saw me a little cigarette. Okay. Thanks. Thanks.

Thanks. Patty, you have any questions for Alex? I have whizzing teeth removal. I have whizzing teeth pain. Is it worth it, man? Is it, is it? Is it worth it, Alex? What?

Getting your teeth removed. Oh, no. No? Hey, Alex, what do you think working for me? Is it okay? Am I a good boss? You can't do this to him while he's under the influence or something? No, this is not fair.

No, I love you so much. See, it's like. It's good. Jack is okay. He knows what he's doing. He knows what he's doing. Jack, Jack, Jack never gave me a bonus.

I never gave him a bonus. He didn't give him a bonus, Jack. And I don't believe in bonuses. He said he doesn't believe in bonuses. I give bonuses to people that bring me SD cards. You see, he knows. He's owed me SD cards for a long time. Alex, I can say it up, if you want.

No, no, no. No? Okay. I want me. Okay. Sorry, my friend has called me. Oh, thank you. All right, Alex.

We'll let you go. Okay. See Alex. How do you? So hi. See it. He's his time back. Oh, well, tell people to subscribe.

Oh, also, because I'm working right now. Yes, Alexa. Lexa is the official card sponsor because they're awesome. So, so awesome. So, yes, all. Thank you so much, fam. I appreciate everything you to do for me. And we'll talk to the way of it.

All right, Alex, good luck. I'll see you. I love you. I love you, too. That's podcast gold. So Humphreys behind the camera here. He had a really good question. What is your advice between smaller creators and bigger creators?

creators because sometimes as a bigger creator, what I'm doing isn't necessarily going to help somebody else grow if they're just starting out. Honestly, it's cliche. You know, you hear everyone say it, but like you need volume. Like you need to make a high quantity of videos before you get to a place where you can actually even contemplate making a high quality video. It's like I always say like people come up to me all the time. They're like, hey, you know, I've made four videos. I've got no results. Check them out. Like I've been optimizing thumbnails. I've been switching thumbnails and like if you're switching thumbnails and you're getting like 100 impressions on a video it's not going to do anything you know so i always say to people like that just make more content like what are you doing

make 100 150 200 videos i made probably a thousand videos across different channels before i was even monetized you know and that's that's more than most people and now in my current channel i've got 30 videos and i've got 400k that wouldn't have happened if i didn't post a thousand videos so i think with small credit it's just about making a lot of content and then as well you do have to be more kind of like shoulders out trying to like you know jump on trends trend jacking like trying to find anything to attach your brand to like a big event a big name another YouTuber that's kind of the way you do it whereas a big YouTuber you have something to lose so you have to consider your audience you have to consider you know do I go with the quantity or quality approach like I talk quite a lot about some of my

clients we we lower quantity but we just increase quality whereas other people like when they lower quantity they just don't have that extra level to go up or maybe the ceiling is not that much higher so that it just doesn't make any sense. Yeah. But that's the biggest thing. I think small careers, just don't think about anything except making videos, just make more. Yeah, that's what I kind of tell people, too, is that the first, I always say, like, the first, like, 50 videos are going to suck. So it's better just get those out of the way and just post 50 videos. Like, I'd rather see someone consistent about posting bad videos than posting nothing or overthinking it, because they're going to suck anyway. So it's better

just to get that out of the way. And there's a steep learning curve for the first maybe 20 or so. this is better just to start make all the mistakes you'll get better and then like video 21 then you start thinking through these things exactly exactly like you don't you don't learn that without doing it you know and it's just one of those things people just want things too quickly I sound like a boomer but you know these these YouTube kids these days they want a million subscribers with 10 videos what do you think what do you think of shorts and TikTok I love shorts like TikTok I don't I don't really live in like I just live in the YouTube world like I feel like YouTube is going to eat TikTok yeah I think YouTube's going to eat Twitch like I am just like

100% YouTube. That's just my game. So I think about YouTube shorts, I think of how they relate to long form. And like, I'll just say with most of my long term clients, we do shorts on the main channel and they do great. Shorts and long form can coexist perfectly fine. The only thing I hate is how YouTube rolled it out so it's all like mixed in together. I feel like they should have waited to separate it first. Yeah. But I love shorts. Like we have a short on Jess's channel that has like 38 million views. And, you know, that's just one. Like we have like multiple shorts with 10, 20 million views. Yeah. Instagram bugs me with that so much when you go to someone's Instagram page and you see like all the videos mixed in with the pictures. It should be like pictures, video, like tags. That's it. And YouTube, I feel like should have that too because I don't like going to someone's videos page. And it's like riddled with shorts. And I'm like scrolling through to find the one video. They just had videos, shorts, like the same thing would be would be so much better.

Did we finish the Mr. Beastification of YouTube? No, we never. No, we never, we never, we never, I just realized that. What are your thoughts on that? Because I saw that video. that one guy did, and it was so good. Oh, yeah, the real long one. Yeah, it was like a 50-minute-long expose

about, like, you know, these, I don't say Mr. Beast copycats, but there's definitely a style and a format that people have taken to. It's the Mr. Beastification. It's like the meta for like, entertainment channels. So, like, I mean, the first thing I would say

is like the guy making that video, it was a really good video, by the way, I thought it was a great video. But if you look at that guy, like, how old is he? I don't know, like, early 20s. Yeah. He is not the demographic for who, the channels he's criticized.

or making content for. And if you actually look at the data on a lot of these channels, like people say, oh, it's getting stale. But like when they do something that maybe has more relationship building or maybe a vlog or slower pace,

they get a million views. When they do like a challenge and they're like, hey, guys, it's me and we're doing this. Two million views. You know, it's kind of hard when you have that instant feedback to say this is working.

But I do agree, like, you know, there's too many people that just see what Jimmy does and just goes like, you know, obviously he's the goat. We're just going to copy this verbatim and just go like that. I think too many people copy it.

I think as well, like if we're in a space where everyone is copying jimmy we're never going to get another jimmy you know we're not going to get the next jimmy and i remember a conversation i had with eric a while ago it was the best conversation i had about this he booked him with a consultant called me last year and he goes you know i'm not that interested with what mr bese is doing because i know the next mr beast won't be making content like mr beast like i love that because it's so true yeah you know he like jimmy has just nailed it he does everything right no one can compete with him at that scale at that level and it's not just money. It's like the intel, the team. You visit his HQ. Unbelievable, you know, like,

they've just got the smartest people in the world working there, smartest YouTube people in the world working there. So I think you're always going to be smaller than the person you're copying in that regard. And I don't know, like, I do think that a lot of people like, you know, our age and, you know, we look at it and say, ah, this is like corny too much, but like, is it for me? That's the question I was asked. Like, is this content actually made for me? But can't you look at that and see, like, okay, maybe overall the interest is not as high as it was two years ago. There, It's on a decline. Now it's like we're getting 10% fewer reviews than six months ago, on average.

People like that that are watching it are growing up, and the people coming into that age are maybe not as interested because they're going for something else instead. Because I'm seeing a lot of younger people now gravitating more towards, I think, the shorts, TikTok, just quick content than they are 10 to 20 minute long videos that are, you know, quick, fast pace. Yeah. At least that's from what I've observed as a 30-something-year-old.

Yeah, I think, you don't know. 30. Yeah, I think. I would have said like 20, 28. Oh, great. Now, but I would say, like, yes to an extent. There's a few things we have to consider, because everything with me has to be boring data.

So first thing to consider is during the pandemic, viewership was all-time highs. So it's kind of like, when people say, like, views might be down compared to two years ago, it's like, that's another factor we have to put into the equation, and that's, like, an important thing to consider. But then after that, I just think, like,

realistically, what works on YouTube shifts over time. We're seeing a lot of people starting to consume shorts. I don't think shorts and long form compete necessarily, but naturally it's like eyeballs can not go on you, you know, like you only have a certain amount of time in a day. Like if shorts start taking more of that time, that takes away from long form.

I do think what Ryan Train did was just phenomenal. Like I love that guy. Like I think, I think what he did was amazing because he still had like the lessons from the Mr. Beast spectacle generation, but he added more story. And I think, I think this, I just really, believe this. Our generation of people between the ages of like, I don't know, like 23 and like maybe like 35 like this, this generation, we have very few like big entertainment channels that we point

to and say like that's our YouTuber. Like four or five years ago, we Casey and like everyone watched Casey, you know, and he was making content for like guys and girls in the 20s and 30s. Who is there now? Like it feels like a lot of YouTubers have just like scaled or like focused their effort on the younger audience because it's bigger. Like the younger audience is massive with YouTube and also with things like merch and things that can be crazy. And as you grow older, you come into more like niches, like finance and like other areas. I mean, that's why.

But like we're missing a Casey United States. And I think Ryan Trey might be kind of filling that role. I'm interested in see how it develops. Yeah. Who are some creators that you would invest in? Let's say you could invest in three creators at their current status. And you can invest in Mr. Beast. Who are three creators you'd invest?

Mr. Beast. Okay. Hands down. Like still even. Oh, yeah. Oh, yeah. Yeah. Like mystery is my first.

I think Mr. Beatt's more like it to 10x than a lot of the YouTubers. Okay. Like the scale of everything he's doing. Are we talking about his videos? We're talking about him as a brand. I'm thinking about like the whole package. If I'm investing in someone,

like I don't want just the videos. But also like I mean, you get to a certain point. Kind of like what Facebook's dealing with right now where they're trying to expand their, you know, their audience or whatever, but they can't because the population

isn't getting faster enough for them to continue to more people to have kids. Yeah. So for Mr. Bees too, I'm sure there's going to be a point where like, I mean, he can't apply his main channel English content to more. than, you know, all of the English speakers.

India. That's the thing. There's like what, there's like, there's like 1.2 billion English speaking, people in the whole world. Like, as a first, something like that. And there's like 1.5 billion people in India, you know? I'm going to look stupid if my geography's wrong. But I think it's like over a billion people just in India.

Wow. So like, Mr. B's Hindu. But also cultural differences, not just English. There are plenty of things. Yeah. But I don't know. I think, I think it's like, Mr. B is at the level where he can make such a big spectacle that like,

like I know what the idea is, like, if he's making these ideas now, in five years, what is he going to do? I think the only thing is like if maybe he decides he wants to do something different, which, you know, you guys have met him. Yeah, you know, it doesn't seem like he's ever going to be like that. And like just the thing about, think about YouTubers is like, everyone talks with this YouTube lifecycle about like you have a few years at the top, then you drop off and weigh in popularity.

And I think that's true for a lot of cases. but if you look at those cases, did they innovate? Did they try something new? Or did they just stay with the gravy train and, you know, keep going and not really adapt to the current times or changes? That can quite often be what happens

with the, you know, the life cycle of declining over time. So Mr. Rees, first and foremost, I'd invest in him like 100%. Like, I, just the plans they have, what he's trying to do, like that guy is another level. Right. And I genuinely think, like,

I would not have said this like a year ago or two years ago, ARAC. Again, he's a big creator. so you're thinking that there's not that much upside. But when I, I remember talking to him after he just hit a million subscribers. And I thought his content was really weak after he hit a million subscribers.

Like he did this like Super Bowl video where he was sneaking into the Super Bowl but he didn't actually sneak in, but he posted it. I was like, it was such a weak video for me. Like I was just like, that felt so disappointing. And I remember it underperformedly a bit at the time as well.

He had a few other videos around there. And I remember them very specifically getting like 400K, 500K, like a million views, which is great. But like for where he was aiming, it wasn't it. And I thought, I just didn't think he and his team maybe had the potential. But since then, I think they've been killing it.

Like his videos are so easy to watch. They're filling this gap of like, like, Mr. Bees is like the wholesome, like, everybody kind of like loves him kind of character. And Erick's is kind of like kid in detention. Like he's just doing great stuff, you know? I think it feels a different niche in YouTube. And I think they're doing some really interesting things. So I'd say, I'd say Eric.

And then I'd have to pick someone more on the come up. I know a guy that you won't know, but he's a really good creator. So there's a guy called Santiago and his channel is called FootCrunch. And he makes FIFA videos, like FIFA the game, like the soccer game. He's got to a point where he's kind of doing like a million views of video. But I'd invest in him because I've done a bit of work with him. And I know what his plans are, what he's trying to do. So if I had like 100 grand to invest in him, I would because he's trying to go after a really broad, big audience.

And he's just super obsessed. Like he's not trying to like get to like $5 million net worth or like five million subscribers. he's trying to like build something massive. So he's wanted to watch out for everything. That's cool. One thing I want to mention though about Mr. Beast is he talked on Andrew Schultz's podcast about maybe running for president. I think he has a real shot.

I honestly believe he would win. If he runs at, you know, 40 something years old, probably in his 40s, with no prior experience, I bet he could win the vote. Yeah, I agree. Yeah, because kids would have grown up with him. Yes. Everyone would have grown up with him and would, trust him and he gives away so much money.

But I think half the US population will have received money in some way or another. But I think that that's going to be a thing and I think I really just think it comes down to does you want to do that? And I think he's got a real shot at it. It'd be very hard

for someone to say, I hate Mr. V's. Have you ever heard someone say, I mean, probably there's terrible people out there, but like, you know, it's kind of hard to make an argument against someone. The thing would be, though, I guess with him alienating some of his audience by picking a because he's going to have to pick Republican or Democrat, most likely.

And, you know, what effect does that have? They're going to try to tear him down anyway. But I think if he wants to do it, and he's okay putting himself in the spotlight, I think he could do it. Is there like an age requirement? 35. 35.

Okay, yeah. I mean, I've talked to Jimmy quite a few times, being in some very long Discord calls on as well. Like, anything that guy says he wants to do, like, I just believe. Yeah, yeah. You know, it's like, you know, that when you read a book about, like Steve Jobs or, you know, these kind of visionary people,

one of the most effective things they're good at, not just like the design or the coding. It's like making people buy into what they're trying to do. Everything that guy says, I'm like, he's going to do that. If he tells me tomorrow, he's going to, like, make pigs fly. I'm like, they're flying. It's already done, you know? Yeah.

That's the kind of guy is. He told Jack and I had some video ideas where I loved the ideas so much and they were so genius that I'm thinking, first of all, how come nobody else ever thought of this? And why didn't I think of this? Because it's so obvious and so good. Yeah, no, we did a call myself and him, I don't know, it was maybe like February. And he basically just told me, like, the videos he was planned to make for the whole year.

And he was just asking for my opinion on them. And I was like, yeah, that sounds good. This sounds like, there was like one or two. I was like, I'm not sure about it. But like, there was 10 ideas there that I was like, that could get 100 million views. Yeah. And that's like the standardy setting. It's just crazy.

Yeah. I would love for him to run for president at the age of 35 and just be president then. And like, just beat every record. What's who's the youngest president? I think like late 30s, right? No one's ever done it at 35. Yeah, no one's ever done it at 35, though. Just be 35, you know, President.

Yeah. He could do it. I think he could. But it would mean he'd have to put his channel on the side, or would it? Yeah. Just imagine if he runs against Elon Musk. I think he would just back out just out of respect for Elon. Be like, Elon, no, you take this, this term is you, and then I'll do the next one.

Yeah. Yeah. Just imagine that. Imagine the titles he could come up with if he was present. Oh, God. His speeches would be so optimized, too. Yeah, yeah. He just like end them really quickly for retention.

He's just like, okay, that's me. What are you guys? We're going to be talking about this. And then I've got 100 people over there. Yeah. Yeah. I want you, I think it would be really interesting for your rank every piece of data that YouTube gives you from most important to least. You know, like CTR, average uteration, stuff like that, watch time.

If you could just maybe rank like your top three to five or something. something like that. Well, the best is views. Like, views is like the god tier metric. And it sounds funny to say that, but like, I don't care about the CTR and AVD until I know what the views are because of the relativity between like views and

and a CTR and AVD. So, like, views number one. Like, that's number one metric. Then, like, CTR and AVD, it's like hard to put one in front of the other. Like, I think, I think I put them on a level beside, or just underneath views. Like, there is, there is no way to say,

which is more important. Like, you need both. Like, it's pretty, it's pretty even formula. Like, if you have video that everyone clicks on, but people click off, YouTube are going to bury that video. So, like, I think that's pretty even. And then after that, I think you just,

you just have things like, you know. The initial, like the notification, click through rate or something like, Yeah. First 30 second retention or. Likes, shares, dislikes, comments. Comments actually, here's a fun fact, your comments have, like, no weight in the album at all. Really?

The number of comments. Don't have any impacts purely because, like, look at this, right? So, yeah, let's just say comments made big deal. So like number of comments is a big deal. I could reply to every comment with a question and double my comments, you know? True. And now that's just, that's just engagement farming, but also like it's just easy to like create spam accounts for comments. It's a little bit harder for like views and so part of the reason I believe because in the beginning that was not the case. And I would see a huge difference because I would respond to comments for the first hour of

every single video across all three channels. Yeah. And I would notice an immediate difference. When I was not responding to the comments every single time without fail, the video would not perform as well than if I was responding. I think because of the spam comments, they've maybe turned off that feature and looking at other metrics because sometimes now I'll get a thousand spam comments in a row and have to go through and delete them. And so maybe they're taking those out of the equation. And also it's like a comment, like essentially when you think about the algorithm, like the algorithm is trying to predict audience behavior. So everything they're trying to do is understand the audience. And like sure, leaving a comment on the videos like a good indication you like the video, I guess,

if it's a positive comment. But like YouTube aren't going to go through the filtering and see like it was this a positive sentiment because like you know it's hard to judge that just you know from the outside so like it's just it's just too complicated and also like those things that you can kind of gamify it i think i think it's good from like a engagement perspective to ask for comments not for the algorithm but for like your your community to like feel involved in the content and then like i remember i read it or maybe i was watching interview with you talking about that where you're like i like replied to every comments in the first hour and i just love that because like a lot of people don't do that like i'll be honest like my last video i post

to that video, I think I'd maybe reply to like two comments. You know, that's silly. I think it helps with your community because then people will click on that notification knowing that they can watch and then comment and they'd get a response. But if they're already on the video, maybe they're more likely to finish it. Yeah. Yeah, I responded to every single comment on my channel until I had a million subscribers.

Every single one of them. That's insane. Yeah, I stopped at a million, but it became a compulsion where I'd wake up. I could not get out of bed until I responded to every comment. And eventually, I'd start waking up early and early. because it would take me longer and longer and longer and longer. And then it wouldn't go to bed until every comment was answered up until that point where I had to fall asleep.

That's awesome. I did that. That sort of stuff. That sets you for a lot. Because people just, honestly, like, it's so interesting. Like, I've obviously got to work with some of the biggest creators in the world. Got to, like, be in the same room with these people, same causes these people. And lots of them are really, really, like, obsessed with the audience, which is good.

But I have met people who are kind of, they do see it more as kind of like this sort of, like, you know, almost like a chore. Like we have to like, oh, we have to, like, reply to a comment. You know, we have to do this and that. The creators, I love the most of people that do, like, think of that. You know, like, you're thinking, like, while I reply to this comment, it shows them that I really care. And it's good for you, but it's also good for them as well to be like,

damn, like, this actually means something to him. You know, my, my favorite thing is commenting on random channels. Like, not random channels, like, but, like, small channels that maybe I watch a video and I'll just put, like, great video. Yeah. But, like, the most random stuff, and it's just cool to see, like, see their responses. I even get that, even though my channel's quite a bit smaller, because a lot of YouTubers, when they're starting,

they might come across my videos. So, like, they start their channel, and I just replied to, like, I put a comment on it saying, like, this is a great video. You feel like, this could blow up. And they're like, oh, my God, like, I just watched your video before me. It's such a good feeling.

Yeah, no, there's one I comment that this guy was doing, like, a Philip Glass cover on the piano and the video maybe had, like, 100 views. And I commented, like, dude, this cover is awesome. Yeah. Because I really liked it. Just he's a big verified channel. Yeah, yeah.

This video with, like, 100 views. They probably just uploaded it as like a piano recital or something like that, like not expecting anything. But it's so encouraging because I remember having like less subscribers and just seeing like someone leave a comment. It's like, you know, you see the verified badge. You see, maybe if you know the name, it's just such like a nice kind of thing to keep you going. Yeah.

I really like it. Yeah. There are any questions you have for us or any advice, things that you see us do that is completely wrong and backwards? I think I'm interested about the like scaling. Because I've heard a lot of conversations where you've gone back and forth on the kind of hiring process. I would say, like, on average,

I would side with Jack and the arguments. On average, though, but that's probably going to make you hate me. That's not an absolute, though. You're backing out now. I can see your perspective, though, because you've built, like, this incredible channel. Yeah.

It's doing really well. I would assume from your point of view, you probably look at him, you can correct me from wrong, you probably think there's not that much extra juice to get out of the finance niche in terms of views per video. So, like, is it worth it to scale and expand?

But I think about it from, like, the personal point of view of, of like, are you not working all the time? Like, I know that might be what you love. Yeah. Are you gonna kind of maybe, I don't know, hit 40 and say like, damn, I just worked for 15, 20 years. But I like it. Yeah, like today there really wasn't as much for me to do.

And I was, I don't want to say it was miserable. But like, it's not a good day. It's had an off day because I didn't have as much to do as I wanted to. That's because you don't have any like other like hobbies or things that you can pick up past time in the meantime. It's gang up on Graham time. Yeah. Yeah. You're just saying like when you fill up all of your free time with work,

then when all of a sudden work isn't there, it's like you can't be content. No, I went on a run today. Three miles. Did that make you feel good? It did. I actually, what I do is they download videos to listen to on the run.

That's good. When was that time you went on vacation? I don't know. We, well, we do little trips. Jack and I have done a few like weekend trips to go. That's my version of vacation. Flying to North Carolina to shoot somebody with Jimmy here.

Yeah. That's my vacation. It's my vacation. I just like it. I took a two week vacation. I'm trying to. I find it difficult to do it because obviously, you know, I work a lot as well. I obviously have to keep things going.

But I try to take like a vacation once a quarter. Yeah. Because I just think of it like it recharges me. It makes me better. It makes me think of things. It doesn't for me. For me, no, when I get off that treadmill, it's so hard to get back on. Like when I'm on the treadmill, what does it for me is speed it up a little bit.

Let's ramp it up. Yeah. Because it makes me that when you said that you don't, like when you have a day when you don't do stuff, and you feel terrible. Yeah. I relate to that. Because I, because like when I,

I, I just remember, like, I discovered this incredible concept called the weekend, you know, like not the, not the artist,

the actual weekend. And I was like, wow, like people take Saturdays and Sundays off. This is like, insane. Like, let me try this.

For my first few times doing it, I felt awful. Like, I was just like, I want to do something. I want to work. I want to think of video ideas. I want to like,

maybe I could take on a new client and just work with them on the weekends. You know, I was just thinking how can I feel that time. And then like it's same with vacations. Like let's say you take a week off. First three days with that vacation, you know, my girlfriend doesn't even want to talk to me.

It's like, I'm just like, I just want to do it. I just want to work and like, no, don't touch the laptop. And after like three or four days, I feel like finally like I'm kind of unplugging. And like by day five, day six, day seven, like I actually just spend a full day, actually just enjoying like going for food going to the beach. First few days are the easiest for me. And then after day three or four and now I'm like anxious to get back. So you're the opposite.

The opposite. Yeah. I mean, everyone's different. but yeah that's how i think because i'm always at this constant balance of like i got for example it's similar with you guys and with you too like you know like by let's say if we each worked another 10 hours a week like that equates to a lot of money but then like how much further does that push you towards burnout how much further does does that push you towards having no free time so i i see this i think sometimes like we'd offered like a lot of money like let's just say it's like 15 20 000

a month to do like something in a few hours per week or 10 hours per week or something i might look at that and go like that's a, that's a big opportunity. It's a lot of money. And I have this like hard balance of like, do I take too much on? Do I take more on? And I think I definitely like skewed to the side of like taking too much. Like I feel like like there are weeks when I work like 70, 80 hours, maybe even, I mean, 90's probably a bit too much. Like 70 hours. No problem. But the happiest I am is when I have like at least a bit of time in the evenings. Like it feels good to be able to shut your laptop at like 7th. Oh, I do. But yeah. For me, it's like a productive day and then end it like seven. really yeah yeah and you've always been like that just work every day always wow i mean i got to

respect it yeah i keep getting my mind like change on this sort of stuff though because like i remember when i was like 22 23 it was like grind grind gary v hustle hustle hustle crazy and then like i got really into like different philosophy read a few books listen to a few people and then i was like oh like it's life isn't about work it's all about chilling out and enjoyment and stuff like that and i spent like a little bit of time trying to do this whole work life balance thing And now I figured out that I don't have balance. Like I'm not a work-life balance person, but I want to be the person who, like, works hard,

but then takes breaks hard, you know, and has that, like, balance. Like, I might, for, like, 10 weeks in a quarter, I might work, like, crazy. And then two weeks, I'm just, like, flat out on Alilo in the south of Spain. That's kind of how I see things for me. All right. So, yeah.

Cool. Graham doesn't like this conversation. No, I just don't want to be late. That's why. If we had an extra hour, I would go off on it for an hour. Yeah. It's 7.30. And so that's why I'm just like just in case.

We have to go on a boat. Hopefully this boat doesn't leave because we wouldn't be able to go on. And we never found out if it's leaving or not. I know. We got nothing back. So that's just hope. Fingers crossed. All right.

Come on. Get in here. Get in here. All right. Look, we got some guests over here. What's up? What's up? Which camera am I looking at?

There's so many. Oh, they're all good. They're all pointing. Hey, Graham. Shout out. Nate O'Brien. Jack's on the couch. I have the king bed.

I am on the couch. We can share the king bed tonight if you want. We'll see. We'll see. Can I hop in there? Yeah, yeah. A free way. You too, Graham, YouTube Patty, all of us.

I like a warm bed. Thanks for joining us here on the Ice Coffee Hour. Do you have any questions? What did you guys think? Did it go well? I thought it went great. Were you here the whole time? No, I came in like two minutes ago.

Okay. But Patty's a great guy. Yeah. I thought you guys covered a really wide range of topics, and I think the viewer will take away a lot from it. So I hope they subscribe. Awesome. That's a good point. Awesome.

Thank you guys. Get your free stock. Subscribe. Check me out on Instagram. No need to do that. Check out Humphrey, Patty, Nate. Thanks for watching, guys. Till next time.

See it. Awesome.