Christian Wolf zeigt: So baust du Social Media von 0 auf! | #4

(dramatic music) (speaking in foreign language) (speaking in foreign language) (speaking in foreign language) (speaking in foreign language) (speaking in foreign language) - Proof-com is planned. (speaking in foreign language) (speaking in foreign language) (speaking in foreign language) (speaking in foreign language) (dramatic music) (speaking in foreign language) (speaking in foreign language) (speaking in foreign language) (speaking in foreign language) (speaking in foreign language) (speaking in foreign language) . (speaking in foreign language) (speaking in foreign language) (speaking in foreign language) to age, to press it. So, pretty weird ideas. But what it shows is that it's also a brand that we know as a brand today, but actually started with a guy who just gave a message to the world and took care of it. A cock as a logo, a hair, right? Yes, good. But that also gave me a bit of the thing, okay, if you look at it from the market, no matter if it's Nike or something, the brands have still been built on people. And then I mean Michael Jordan saw it, he associated it with the brand, right? And I think it's also very, very strong that everything that has to do with people in the end has to do with the decision, no matter if it's in B2B or directly to the customer, so the TUCI channel, is that you almost need social media at the end. There is a certain kind of trust, right? Especially if you somehow trust your money and somehow finance it. That's not like, where are they sitting and are they at all in Europe? And then you just get a little bit of a picture, right? You connect it somehow. And I think it will always go on and on. So I think it will go on and on, almost to the bottom of the following number. That's in the end, that the ice cream shop in the village also has a social media profile. And the ice cream shop in the village has the social media profile and makes it very nice. It will be much more successful than the other 10 ice creams and they will all be closed. Now it's very tough. And I think this freedom that you can work out of it, to say, even if I don't know, I like to hack or have a hobby or something, build up a community for me and then in the end say, hey, I work for myself. So I think that our professional world will also totally change. That it just goes away from, okay, you have to have a job in a company, a lot more, let's say a smaller, independent people, who then have, I don't know, 200 customers, personal trainer, everything else, right? But it will change the working world so much that you no longer have to be at a large company, but that there will be a lot of people who might have 2,000 followers now as an example. But they will build up a small customer base in their segment and are completely independent. I have a question. I once saw a video where someone wrote down on the stage, under the motto, hey, if you want to charge something like that, I think the pizza shop, hey, if you, that was like Facebook, if you're on Facebook, so nobody gives a shit, if you take a picture of your pizza, so that's not the content, but you have to start something. And I think it's great. I follow a new account of such an apotheca somewhere in Germany. And the guy just makes the whole time content with his dog. The dog is a whore, it's going to be the employee in it. It's just so awesome, right? It's really fun to watch. Then he explains it somehow. Yes, just as a totally funny content. It's all about the dog, but in the apotheca, which is somehow integrated and so on, totally awesome. But I don't think it's somehow that the ice cream shop says, hey, look, I made a new layer of ice cream today, I don't think that's going to be it, right? It's going to look mega sexy, and you just made it. That somehow you have as a product advantage or something else. In the end, if you have a good opportunity to join entertainment with education, then it will probably work out well. And that will also bring us a little bit to it today. Okay, why can't we even talk about how you can build a million followers? Well, maybe I've already done that. So hopefully we can talk about it. You can somehow offer significant added value. But of course it's not just about a million, but also for 1000, 2000, whatever. I think this freedom that you can work on it, it's just incredibly valuable. When you said, okay, you want to start it right from the beginning, you said, okay, I want to start it, and then you started it, or how long did it take? That's how I'm going to get to it. From the beginning, I said, I think that's good. And then you always do this, then you wake up a few days later. No, better not. Why not? Why not? So, for the first time, I can tell you one thing. As soon as I do this frequency, you don't even say "never ever". Yeah, don't say that. No, don't say that. I think it's going to be very successful for you. Then I think it's going to come at some point where you make the decision. Hey, now it's the point where it's more valuable to spend 70% of my time on social media and to make product communication with customers. But we'll find out. Maybe I overestimate my skills, what the company is doing within the company and everything. Maybe it's something like that. At the moment I would say that it's more meaningful there. And it's just a lot of fun for me. So from today's point of view, I would say, I like to do it extra and top. It's not like I'm not working that much now. I like to do it a few hours a week and top. But as soon as I realize my actual work, what my absolute priority is, like my company, would suffer from it, then cut or downsize or whatever. So that's what it is now. Of course, I'm also someone who can develop myself. But what did it take for you to say that you're going to start now? From your first thoughts, what were your fears? You made the decision, but you said, okay, it's still there. I don't know, the fear is not the beginning. I'm someone who just tries everything out. The problem is, when I do it or post it, I see this shit perfectionism that I always criticize, where I say, try it out, try it out. It has to be like that for me. I have a hard aesthetic approach. And when I choose the pictures alone, or to do some things, or if I'm just somewhere on a show, where I already say, where I'm going to go to a show, then take pictures, to have it all in my head, that just stresses me out. I think that's a good mistake that you can notice in the beginning. Because perfectionism is about knowing what will work. That your judgment about which picture is better now, an influence on how the post will be perceived in the end. Of course, I do it a bit for myself. If that doesn't look appropriate for me, then I can do it. It could even be that it's exciting in social media. It could be that the picture, which is a little less appropriate, where something that works a little random, increases more attention. And as long as it's not your brand, of course, it's even more successful. And that's the most important reason you have to know for social media when you want to start. In the end, the people behind it decide what's your attention. That's not good, that's not bad, that's just the way it is. And the only thing that will show you what works for you, is going out and volume. Because if you've posted 100 videos, you can look back at the 100 videos, or pictures, or link the post, or whatever, and you can look at which one works well and which one is less good. And then decide, okay, I do that more often, and I do that less often. Exactly, that's also interesting. Because for me, it's still my brand name in my head. And I don't think that's my claim. So if I look at my feed now, I think it's okay, but it's not the yellow from the air. What platform did you start with, when you said you want to start? Did you think about it? The thought for me is that I have to be a bit more imaginative, and for me, that's basically what Instagram is. I've been using LinkedIn for a long time to write a good letter from time to time. But I don't have any frequency, so I post something once or twice a month, maybe a little more at the moment. But I also really draft an essay. I sit there at night for two hours, I usually do that after midnight. That's where nobody writes to me, and then I have my rest. Well, it's a bit faster because I do that with my favorite employees. LinkedIn is relatively easy for me to do something, but I don't have the urgency to say that I have to post something every day, but once or twice a month, that's enough for me. I always have the quality or quantity in my head. And on LinkedIn, I try to give the idea that I'm a bit like I am, to combine it and give it a bit more insight. That brings me to the first point, the first decision I have to make is which platform I'm going to release. And if you can categorize it a bit, take a look at all platforms that are relevant at the moment. LinkedIn, TikTok, Instagram, YouTube. YouTube is the platform that probably brings the most connection. I also found that very exciting. The first contact point I had with you was your OMR interview with Philippe Bestermayer. I spent an hour with him, logically. And alone, this one decision from me to watch this podcast naturally brought a connection. Why did you do that? Why did you do that? I had no idea. It was kind of a corresponding title and I thought it was interesting. And then I listened to it, and I was like, "Oh, cool guy, I'll take a look." And that's exciting. Of course, you had the extreme advantage through your company running, that there was a title of a channel-milliard company or whatever. If there is a title that you already have through the credibility, you should say, "Okay, I'll take a look." That's also a thing where I always cringe, "Hey, I don't want to talk about myself." But you need these titles, right? That's the credibility. And that's exactly how the videos used to be, "How to have a six-pack in 180 days." It's cringe. Even if I make my YouTube title with videos, "Cörper Fat", "In so many days you lose", I always cringe hard together. Because I think, "Ah!" But then you try to bring the content well. And in the end, that's what makes people at least interested in it. And then you can take it off with the meaningful tags. But I would recommend to most people to do YouTube at the beginning. Because if you don't have the credibility to do YouTube, because if you don't have the credibility, or if you don't have a good storyline and you don't have a big path, then the effort you have to put into YouTube videos is very, very, very high. And the volume, which you can logically drive in the frequency, is very low, for example, for the time investment. But at the beginning you won't forget to look at it. It's very unrealistic that someone looks at it. At the beginning we started with a dog walk and a piggy, where I go for a dog walk and just say, "Can people ask questions?" And I'm actually relatively without a filter. I just give 30 seconds and answer how I think about the topic. If I go for a dog walk, because I can combine it really well. I go out with her, take a camera for a short time, with once a week or two, once every two weeks. And then I just have the bill. So, there's already this perfectionism that came out. I think that's not very efficient. So, you definitely have to get away from it. Can you upload it on YouTube or on Instagram? It's nice that you know that. I've seen it before, but I don't know if you've uploaded a long video. Yes, exactly. No, no, no, no, we did it like this. In the same video, I just took it, uploaded it up there and uploaded it one-to-one with TikTok and uploaded it one-to-one with YouTube shorts. Well, I just talked about YouTube-Long. I mean that with YouTube-Long. So, I see YouTube more than when I'm in long and short parts. For me, YouTube is in many cases just this possibility to create a lot of binding through a long format. And that's what I would never have in the beginning. Is it a new TV? I don't know, I don't use any TV, that's why I can't say it. But it really uses a lot of people. So, YouTube TV makes about 20-30% of clicks. And that's really exciting. Because I personally have never used YouTube twice on TV. But meanwhile, I think YouTube even has higher watch time on TV than Netflix. I'm one of those. I don't watch TV at all, except when American Football is running or a good tennis match or something. So, I don't watch TV at all. But when I go to bed, because I don't want to go to bed for my sleep hygiene, another topic, okay? Then I put on some YouTube videos for about 10 minutes and that's what I learn. That's awesome. I just get an RTL bumpster or something. And then I just get what interests me. And then I watch TV for about 10 minutes and then I'm done. Awesome. The YouTube algorithm is awesome. But in order to understand that, I wouldn't make YouTube as the first platform. So, YouTube-long. From ROI, it's the best way to say, "Okay, you're making a video format on shorts." As you just said, you can put a video format on LinkedIn, on Instagram, on YouTube. You can post the same thing everywhere on TikTok. And just try to figure out which group you want to have. For me, that's relatively obvious. But that has also changed a lot over the years. Because I originally started with content really within this fitness bodybuilding niche. So, I really made videos about it earlier, where fitness YouTubers talk about quads. And that was really focused on bodybuilding. So, 80% men. I talked about collagen, about eggs and cholesterol. And almost everything, but everything in this fitness bodybuilding context. And then I found out that I would never have a lot of success in this group of goals, because I would never be a guy with 110 kilos of muscle mass. So, I simply don't have genetics. There are just guys who have 110 kilos of muscle mass. And they will always be interesting for men. But at some point I found out, "Okay, for me, it makes the topic of taking away a lot of sense, because that's a topic where I have struggled a lot with binge eating and all kinds of things. And that's why I chose to take away the topic and orient women. Because if, for example, a mother of two children says she wants to lose 15 kilos, then it doesn't matter if that's a guy with 110 kilos of muscle mass or someone who may only have 90 kilos of muscle mass. That's enough for credibility. That's why it's the perfect goal for me today. You have a good story. You can do it. And also credibility, both on the personal side and from the data. Did you think at the beginning, "Okay, who do I want to reach?" So, if you now say, "For both your personal brand and for Bitpanda, who can you help and who do you want to help?" No. - Very good. - No. 1. So, let's do it now. I just said, "I'll start it and then we'll see what happens." Yes. But what if you say, "You look so straight?" But that's another thing. There are other things that are not so different, and with them you're really like a brain. That would be great. That's what I'm talking about. I've already helped hundreds of creators to build their Instagram and Co. And that's always the first question, "Okay, which group do you want to help?" "Which group can you help?" And where do you have the credibility for that? And I would say, "For you, you may have the credibility to the outside and to the inside." That means, you could say, "Okay, I want people to help who just want to invest personally." Yes, but I don't want to give people any investment tips. I won't do that either. Well, then the train falls out. So, I can generally explain how finances work, how money works and so on, order current news. But I will never go there. Someone will say, "Hey, that coin is awesome." No, that's not the case. Or stories like that. Or things like that. I will never do that. But that's the problem. In the end, you also have to put people on a path that helps them at least with a certain probability. If you say, "Okay, that's a topic I don't want to go into. There are other people who do that, so it's not a financial problem." Yes. He does that really well and it will probably be very difficult to do that better and more frequently. When you say, "Okay, can I compete against them? Does that really make sense? Probably not that much." Okay. Well, then there are generally the target group of companies or just men who deal with finances, women, or women and men who deal with finances, companies and so on. They can just deal with each other. It's just statistical. Often it's just men, but it's always more women. So, what would you say? Where do you want to go? Well, the first thing, if I really have to say that I have to decide right away, then I think it's a bit this story that you talked about in the last episode, this mindset. I have worked so much there, to get other ways of thinking, not as normal as the society thinks, but to break up. Always with a white sheet of paper in front of you. So, what do you want now? Without knowing what the norm is. I think I have invested a lot and do business. I have experienced it so much, because especially in my industry, it's always hot speed. You learn what you have experienced in ten years. That's really insane. So, probably there, if then it's probably in this direction. Okay, if you try to characterize it, I'll say that. But I can also order some finance stories. So, if something happens in the world, so, current news, I don't think so. Then I would say, if you have to define it as niche as possible, I would say, okay, you start in the age of 18, you're probably 30 years old, roundabout. So, people who are just on their way and want to change the way a lot, want to go on like that. Because you have to say, okay. So, it can also be that it's a bit older, but somehow in that frame, you should be professional and come forward in life. And the problem is always, if you define such a target group, then you always have to exclude people. So, theoretically, everyone can help you. So, if I say, hey, take it off, that's actually 80% of people, probably take it off. But if I talk to 80% of people, I don't talk to anyone. That means, I have to think about it first, okay, what is the top target group, which I can help very, very well? As we always said, with the product, find a niche and solve the problem for you. And then it gets bigger. Exactly, and where I can really help people better than others. And then I would say, okay, then I would probably include that in this group, who can just come forward, or want to come forward. And then you want to help them. What interests me is frequency and, above all, speed. So, I would now meet the others, that if you are fast and there are some things that happened in the world or somehow react to it, that it is very meaningful, right? At least because I hang a lot on social media and so on, and I now get a lot of news. The thing is, people are looking for people, who help them to organize the world. And most of them are the people you trust. So, I don't know, it's a very stupid example for me. If Trump launches a coin now, then it's the first time, Trump launches a coin. Then it's just a message, with which I can't start much. I don't know if that was at all. It was always like that. And then I would look for people like you, if I would now think about investing in it, to say, "Erik, what do you think about it?" And he would write on WhatsApp. And exactly this same principle also exists from completely different areas, than, for example, the assassination attempt on Trump. After that, one day later, I think Chris Williams posted a video, where he spoke to some CIA, whatever, some sniper-profile. Super interesting, right? Because the guy has the credibility, talks about the event, and first orders what he thinks about it. Exactly the same is the case with me. Foodwatch tries to forbid aspartame. I think, "Oh, come on, friends, that's really stupid." I don't think it's a home-made topic, but it's a completely different topic. Or I just post one or two days later about it. And I think that's one of the most important things, because people on social media, of course, get their news, but also want to seek help from B, how to get information from this world, with so much chaos and so much information, how to make a sense of the management of the action without being crazy. But that actually brings me to the next topic, that what you described, that you are extremely good at, you are the opposite of a conflict-shull. You take, for example, this, really, you think, "Hey, how can someone here in 2025 still talk about aspartame to such a bullshit?" And then it should be another foodwatch organization, which should help people somehow. And then you think about it and just take your content and just say, "Oh, that's just..." and then you bang that, right? You have to want that too, right? On social media, it's about attention. And there are different ways to attract attention. I'll say one extreme on the side, where you can make content, if you want it, but that would be way too much for me, is to say, "Okay, I'm just making nonsense for attention." There are videos where people run around with music boxes and jump around and go to the bag with other people. But of course that attracts attention, because people comment, and the guy probably earns more than 10,000 euros a month on some TikTok creative programs, because he's talking about views. So that would be way too much for me now, but whatever he wants to do with it and achieve it, it seems, he fulfills his goal for him. And on the other hand, of course, you can attract attention by saying, "Okay, what are the truths that I understand, but which maybe some people don't understand and explain these truths?" Because then you know, if I explain aspartame, then there are people who say, "Okay, it's down to 2 aminos, a bit of methanol, it's going to be added, blah blah, done." And there are people who simply don't want to believe it and say, "No, I just don't believe it." And they comment on it. And these truths that you know, but others maybe don't know, you should also use them in content. And those are also the most interesting things. What are the truths that you believe, which also polarize, but where you know, okay, for certain people they have more value and for them I would also be sad to die, but I am also ready to polarize, because I know that it's the truth and then I also believe in it. And I think that makes a mistake, that they say, "I don't want to add anything." I am also against this conflict, I don't know if I'm going to do that again. As I said, it also goes very hard, I love what I do. I really don't want to have less resources for Bitpanda. You also go into conflicts as an example. For example, you recently made a post where you say, "In the EU, somehow AI, we will get problems, because the EU regulates this before it even starts with us." There is a formula, yes. Will you give me some details again? Yes, of course, we have to do that. Otherwise I will keep it in the monologue. You noticed that there is a mile behind it and then there are people who say, "It's totally important that the EU does this, because it is also very important that the Gurkens have a certain form and there are people who say, there was a real problem with it." We have... That's what you learn in practice. It sounds good first, and then you have people who say, "No, the reality is different." "Good thought, but the reality is over." That's important to talk about such truths. I think that's the next point you have to come to. You say, "Okay, what is the target group that I can help? Which platform? Which frequency?" I haven't answered that yet, but I would go into that now. I know which truths I want to represent, which I can explain well, for which I am standing. And where I also know, okay, it will polarize, but it will also help people. And that's these things. I'll give you a very different example. I had a crater, or I have a crater, that took off in 5 months and 30 kilos. And she asked herself, "5 or 30 kilos?" That's exactly the reaction. And she asked herself what she was doing on content. Then I said, "Lana, you have a path behind you or you have taken 530 kilos off. That's a lot." And then it's still like this. Many people have on social media, when it's about content, it's about taking it off quickly. When it's about taking it off quickly, it sounds like it's going to get rich quickly. Exactly, but you both know that it can get rich quickly. And you can also take it off quickly if you do it right. Many people can't do it, but both are possible. I wouldn't recommend it with the things that are going to get rich quickly. But to be honest, it also worked with you, right? - Fast? - Yes, that's fast. I would say 10 years is still fast in context. And scientifically, for example, when you take it off quickly at the beginning, then if you do it right, you have more advantages, because you are more motivated. You shouldn't do it because you're making a waste of it. But if you cover your protein, your nutrients and so on, then you can take it off quickly. Especially when you do strength training. I said, "Hey, then trust yourself to get into this truth. Trust yourself to make videos about it, that start with something like this. People say you can take it off quickly, but yo, I did it. And so I did it. The first video got 6 million views. Why did it get 6 million views? Because people saw it, they said, "Cool, I want to take it off quickly, but I want to do it right." But there were also creators who got excited. A plastic creator posted that, he said, "Oh my God, how can they talk about taking it off at all?" And how can they talk about taking it off quickly? But that's exactly what it is. If you know, okay, you have a truth for which you agree, which is meaningful and which will also polarize, then that's basically the gold group. What do you think of Rage Bait? It's a new trend, isn't it? What annoys me is, when you're telling the truth about it. I don't have a problem when someone does something to make the attention. They pull a helmet off, they take a picture of the car. It's all okay, if you want to do that. But as soon as the message is weak, when the message becomes weak, I say, "Then it's just shading." When I see a post where someone says, "I'm just flying first class, because I know that I'm the best person, that I'm the best person," I don't want to say that. And for me, there is a trend on LinkedIn, that there are some people who sell sales coaching directly. I was fired by a employee because he was working in a Macbook with only one terabyte. Yes, that's what I'm talking about. So obviously it's just so that the people engage, so that they get excited. It's never happened. And then you think, "Why are you following it?" Why are you all communicating? Just click on it, don't show the guy anymore. That's the first thing I do. I have two perspectives on it. On the one hand, it's a perspective where you say, "Okay, it's a relatively guaranteed way for attention." Because you know, if you are so weak, you get attention. And if you are otherwise maybe only medium-sized, it might be the right strategy for you. But if you say, "Okay, you want to have a serious social media following." Long-term planning. And you might have an idea to make really good content. Then rather put more work into it. That's the easy way out. That's the easier way for attention. But maybe not the one that you really want in the end to build a long-term brand. That's how I'm going to sort that out. And this example of the creator who will give me a form of attention that will trigger people who are 100% true in their message. If you are 100% true. And then it's personally fine for me. But everyone can see that. Everyone can see that. And then some MacBooks. It's really crazy. I think it's just for a lot of people to talk about it or what you tell me. It's also interesting. Because you are one of the best people that's going on in Germany. And to be honest, it's on the inside. I get it here, and it's just so intuitive to find the right words. That's what it's all about. And I think that's what it's all about. You have a different position now. You're a successful company and you say, "I might have another off-site here, but I have to be careful that I don't have a down-site." But for most people who start with social media, who may be their starting point or whatever they do, it's different. I don't have a down-site on TV or I put a time in social media. And then I would really recommend that you do it at least with creators. If you say, "Okay, I want to get a million followers." Or 100,000. For me, 100,000 is just flirting. If you want to get 100,000 followers, you just have to do flirting. That's a challenge. Otherwise, it's nothing else. Then you have to start your day. Then you just stand up. If you don't get 100,000 followers, you just drink your coffee or protein shake. And then you just sit down or sit on the bike like I do and start your content research. You look at various areas, for example, if you want to do reels and you're looking for what works and you're thinking, "Okay, can I do that in a way that doesn't copy what works for me?" That's the first thing you do. And then you take the ideas out and then you say, "How can I transfer them to me? I can do that at the end of the video." And then you make the videos. And then you spend the first five hours of your day with videos and you watch it from the beginning, maybe three reels a week or seven reels a week. And then you post 14 reels a week on various platforms. So you have so many reels on TikTok. Until you've posted so much that you can look back and see what worked well, what didn't work well and why I think it worked well. You can never come to your ear and say, "You'll see trends over time so that the number of hits will increase." That's why I would say, if you want to do it seriously, you should try to get out at least one to two reels a day as soon as possible and you're good. And probably not so idle, right? But you could say, "Let's get out of here." I already had so many reels that I didn't want to post, because I thought to myself, maybe a bit cringe or whatever. And then there were often reels that really helped people where they wrote down, "Oh, great, you've done it." And then I always got back and said, "Hey, at the beginning I had an idea of how I wanted to do it. Then I'll just trust it and at least try to do it." In 50% of the cases, I don't think it's going to work anyway. The good thing about social media is that if it's not good, people don't see it. Especially at the beginning. If you have 100, if they're so good, for example, I don't know who I am, but I have a person who I know from my private environment. She doesn't do active social media anymore. And I suddenly get a, I get a real show from a luxury site, whatever. Mr. Luxury. And then there's a tour of the new Airbus Whatever, the first class. And the reason why it was shown to me was because this person was in the top right screen for 5 seconds with her family. Really? - Yes. And then I send it to the person and ask him, "Hey, wait a minute, are you the one?" So you cut all the frames in, right? No, it was just that the person increases the plane, goes in and then films the new first class and the person was only half a second to see the screen. I can show you, that's crazy. And then it's shown to me. I wasn't sure if it was true and then I sent it to him. And he was like, "Yes, and you're the seventh person and then the algorithm, the video algorithm from Instagram has recognized, "Yo, that's the person. You two follow each other." - Crazy shit. So I'm going to show you that now. I was in Las Vegas with Alex Formosi in his team and I talked to his back then CMO and he also said in, for example, in product videos, so if you do ads for Instagram, it's in the meantime that the algorithm recognizes whether the product really is to be seen in the video or not. And depending on which, it's also punished and so on. So I'm really excited how good the algorithms are and what it brings me to say, "Hey, if you have 100 followers or 1000 or whatever, just post it, because if it's crap, no one sees it. If it's good, you'll see a lot. Or at least if it's so good that you get the call. You have to decide for yourself what your own credits are. That's very important to me. So I don't tell you about every price, but I tell you, okay, there must be a video that brings the follower more value, which is basically for me with my message pass and what the truth is. But as long as these factors are kept, of course I'm more happy if the video gets 3 million as 300,000 views. But as long as these basics are met, then I just post it and then I just look at what the algorithm says. And I find it so funny, if, for example, the Instagram CEO always makes videos, he's called "Mosheri" on Instagram, then a lot of people write to me, "Oh my God, Instagram shrinks my reach because the algorithm is crap. No, the algorithm is not crap. The videos are crap." And I say that myself. So if a video is not the algorithm, it's a crap video. Yeah, it's like a computer game, right? Yeah, and then it comes up. The algorithm only evaluates human behavior. That's just a proxy for human behavior. If you make good videos, if people look at you at the end, you don't need to think, should I do 30 seconds or 40 seconds or 1 minute 10? The video should be as long as it's interesting. And that's also hardcore. For example, I have a lot of videos that Tim sends me, where I handish myself 10-15 seconds because I say to myself, "Wow, that's a meaningless sentence." "That's a meaningless sentence." By the way, it's as short as possible. So if I have a real pause, then you're very fast, then you want to have that in, then you're in the minute. But honestly, if I have a minute real, then it has to be the best second in the world to hit me in the minute, right? What's the sweet spot? As long as it's interesting. I have reals from me, they worked, and even though the Instagram CEO says, "No, they won't play organically for over 3 minutes," they got a call for 3 million. But that was an offence, a battle. It was like a crime. I had videos that were 40 seconds long and performed shit. At the end, I said, "That's right, 15 seconds was really boring." I would always say, "Okay, if you go on, then you should think about what the core message you want to convey, which are necessary for that, and all the other things." A very simple example. A very simple example of recipe videos. In the past, I said, "Now I'm taking a tomato mark." I say, "Tomato mark." Because now I'm taking it, it doesn't matter. So you're watching a recipe video, you know that I use it to cook or something like that. Now we're packing mushrooms in. No, mushrooms. That's the only one you need. Now we're packing mushrooms in, that's the only one you need, mushrooms. I think that's a very good example to explain what can be interesting and how hard you have to be. I posted a video yesterday. At the beginning, I said, "Rumina." Then I say, "Rumina." Then she comes, I say, "We're going to do a taste test now." And here, I don't know, pack it out again. And that's what I did, "Rumina." Next scene, we'll try. And we have now treated the basic things of how do you find or how do you even give a target group, which platform, which frequency do you have? If you were to think about it, what is it that keeps you or interests you better and makes you do more? Well, that's a lot of topics, but quite specifically, I find it exciting when you ask me, you're doing this together, right? And the last time, that's kind of our fourth question, and every time you do the beginning, so far, and in the middle, so that we can get together. But for you, it's like, "Hey, let me make a summary." Or, "I'll start." It just starts like this, right? And then I just notice that's definitely learning by doing. That's experience, experience, experience. And for me, it's very interesting how you build a video on a hook. The first thing I think about is the suspense. You start the debate message, and then you start explaining it again where you come up, or do you need some slow tension in a video, or something else? I'll make that a little bit different between YouTube long format and Reels. Because on YouTube, you have a title and a thumbnail, what you don't have theoretically in consumer behavior. You go into YouTube, you see the title thumbnail. That's the hook in YouTube. And that's always incredibly important. You need some proof that you have a goal. That's why it's here at OMR, or at My First Billion. Billionaire, investor, explains how he turns one million into one billion. Or turning one million into one billion. The Indian World Buffet explains. That's, for example, an My First Million episode that worked extremely well. Super interesting, because everyone who's interested in the topic of success and construction and money, can make one million to one billion. And then there's this comparison that's interesting. First of all, you have curiosity. Because you have, you know everyone who's involved in money, knows Warren Buffett. Everyone understands the number. But the Indian Warren Buffett is almost like a novelty. That's the perfect example. You have a proof for the target group, for the goal, what they want to achieve. And you don't have to say, "Here with you, you'll be rich, blah blah." But "one million to one billion is enough." That says everything. Just like in 60 days, you'll earn 10% of your body fat. I would be interested. Exactly. And that's a bit different with Reels. Because you have to put Reels into the video or TikTok. That means there has to be a different kind of attention here. Maybe you have to explain what Reels are and what the difference is. When I say Reels, I always mean TikToks or YouTube shorts. So short video formats, usually or always in high format, where you start directly with the action. That's where TikTok came in. You have to open the app and start directly in the video. No other way. Directly thrown in. There are various categories of attention in Reels. An obvious one that works in almost every area is Reactions. Reactions. If I look at the broadband, it tells me what kind of nonsense is, no sugar. You see my face and you know for a moment, there will be something to say. And the curiosity gap that I build up is basically, what does he say now? He will say something like that now. That could work in the same area with you. If you have a statement from a politician to crypto as an example. Just an abstract example. You see a statement from a known politician to crypto and you see Eric's face and then Eric says something. I would be excited for the first second. I'll tell you now. But should I say something? The question is, do you think the statement influences as negative? In terms of words, no. I think it is used by people as negative because there are also many influencers who are negative examples. Because there is always a lot of envy in this term. It is much easier to say "wow, these stupid influencers, hehehe". But it's like with football professionals or models or something else. In the end, everyone is laughing but everyone would also like it. Most of the people who comment on the stupid influencer, if you would give them the option "hey, you have 100,000 followers in the area that makes you fun, that you think is cool" would all say yes. I always have a problem with all these values of labels but influencers are a person who has influence. It can be good or bad. It depends on whether the influence is good or bad. But that's the way it is. Of course, there is also a negative call because many influencers use hooks that are just crap. They are not crap from the result but they are crap from the content. Because they are just like "did you know that if you let your noodles cool down they have 50% less calories?" No, they don't. The truth behind it is it is a bit resistant to strength and resistance has a theory of half the calories but that makes it 2% and you have fun 4 calories. But a lot of people do that because of the influence. I always think about what are the ways to increase the influence but which are not wrong. I give you my thoughts on why I ask this question. If I want to think about a negative example then I scroll on YouTube and then there is a big headline and then there is a guy who makes an angry face thinking "what kind of clown is that?" I don't want to be that kind of guy. That's why I think I don't want to do what these people do. That is my anti-hero. I am also personally more of a fan of building a big credibility and then making content. Because then you can do the whole thing in a very unawakened way. Unawakened is a good word. But I don't want to have the highest frequency at least now. And then quality over quantity and then I don't want to do what I am not. I want to stay authentic. I don't want to see a grimace so that someone clicks on it or something. Never, boy. You can say "I have 10 million tomorrow." But that's the thing. In this unawakened way it is also okay to use the negative claims. For example, a video from you which starts with "Dog walk with" what is your dog's name? That's not your name. Piccolina. Dog walk with Picky. And I don't know who Eric is. It doesn't matter if you are with your dog. I don't know who Eric is. And dog walk with Picky doesn't interest me. Because I don't know Picky, I don't know Eric and dog walk doesn't interest me at all. It's really hard now. I love this feedback. You have to go out of it. You make content for people you don't know. Because you don't make content for your mother. But you want to make people notice you. But you can't help them. That's the point. And over time you build more and more people you know. But you always have to keep in mind that content only works in the algorithm if it interests people who don't know you. For example, Alex Formosi. He always said in his YouTube videos he built a portfolio of companies with like doing a hundred million blah blah blah blah. Now I'm telling you. I can't do that. He said that all night. And that was always cool. Because you watched the video. He didn't do anything wrong. He stopped it. And a year later he started again. He also said because he noticed that people need it so that they can understand it in the first video. That's why I've helped this topic of over 500,000 people. That's what some people say. And that's understandable. Because you say that so often. But for the new people it's important so that you have a credibility point of maybe that's why it's interesting to try out what the guy says. Because it doesn't only work with him. But with others. And also with you. If I were to say 20 or even to the current point what would interest me then it would be hard to formulate. I don't know how long it took but as we've done in seven years that Bitpanda is worth over 4 billion. Period. And that's not on a scam but that's what interests me. I tell you, I can't tell you and start the video. I have a company with over 4 million rating and so on. For example, on another way. If you... That's cringy, so hard. And then you take that emotion and build your own video. And before the video starts I'm sorry, I think it's cringy to say but it's just a fact that Bitpanda was worth over 4 billion. It feels right. I know, it's bad. But the thing is, you have this credibility and that's what people are interested in, to click on a title like that. Why? For example, if you go on a podcast then in the first place you don't have the title but the podcast house. And why do the podcast houses all say that they're worth 4 billion from the hidden champion? They do the intro. I would say that. But you have to learn that and think about what you can use but I think if you do it in a neutral way and that you really and authentically notice that you're not running through the city and every woman says by the way, you know what I mean? Bitpanda is worth a lot but it's about saying, hey, I'm sorry but on social media you have to say why do you have the audacity to talk about the topic but you should say, in my case if I feel comfortable with it and don't get into it, I just don't do it. Then I go to the other creditability point and say, we made it after 3 years and 100,000 bucks. That's so fake that I can explain what we did. But it's a work of art. You just have to think about what it is that you're confident with and I, for example, I like to show the success of more but I also think it's great to have a lot of money on the picture. That's why I show more order even though it's the same. I don't try to put this target group on but you just have to think about what the credibility points are for other people that work and what I'm ready to say and what I feel comfortable with. Maybe it's different today than in 3 years but if you just don't get into it as a creditability point for people that are helpful, I think it's great. Speaking of which, I just wanted to give you the last point to tell you what I'm interested in. It's good that you said that again. I always take on the way how people engage and the followers are probably very different. Probably some influencers get a lot more out of it than others, right? I'd say it's a combination of how well you've treated it and how proofable your message can be. I'll give you an example. In the first year of Moor, I had 20,000 subscribers or maybe 20,000 to 40,000 YouTube subscribers. Let's just say it's something like that. Moor made a deal of 10 million in the first year. Which is absurd from today's perspective. But I had this target group and I had the target group. I did what I was interested in and I proved it. For example, when we launched The Essentials, the first product, I didn't say "By the way, that's the best product." But I said, "I chose these raw materials." Here's the proof that I've been buying these raw materials for four years by my own money. Here's the proof that the guy I do it with I've already bought it before. And I said, "Okay, I'll try to take it out as well as possible, whether you like it or not. But that's the reason why I'm doing it. That's the proof why I'm doing it. And that's the reason why it's so meaningful and if you can do that well and then build a good product, then you can have a high impact. But to close the video topic and to have a very clear plan for the people, how to build a video, proof promise plan. Prove why you can talk about it, what you're talking about, what you'll learn in this video and then plan how you can implement it. We have 500,000 people helping us. Now it's about how you can do your nutrition in the next 30 days and then you can plan it. Set, set, set for social media. Perfect. Feedback to the episode in the comments. You can now ask all the questions you have about the topic. We can also answer several of them. I would like to answer them. But we also have to go through them. Maybe we'll do an episode where we just go through your content formats and then just say that we would change it. We'll see when we're in two months. All the questions you have about the episode are in the comments. Bye.