Ep. 046 - Importance of short-form content with Ryan Magin

What's up, Chalk Nation. We are here with Ryan McGinn. You guys have probably seen a lot of his work across social media. He's the original person who created the Hormosi style of editing. He is actually the person behind a lot of giant influencers out there. I might not say the names of all of them, but he works with many of the people that you guys probably have seen on social media and have seen blow up on social media. The reason I wanted to have him on the show was to basically talk about different ways that he can help you guys with your own editing and videography and all your things. Welcome to the show. Thank you for having me. Dude, I'm pretty pumped. Yeah, I'm psyched. Pretty pumped. First and foremost, how did you get into video editing and then how did you snag your first big client? Well, yeah. I've been in editing videos. Most people don't realize this. I've been making money on the internet for like 10 years. I previously worked for a Lowest Home Improvement. I sold doors and windows. So I was kind of a salesman. And then my dad actually has been editing videos his whole life. He works in the aviation industry. So I never actually learned video or how to edit videos from my dad, but he always had cameras. And I always was like exposed to that world and that led to like, you know, quitting lows and I needed to make money. So I found videos and I started it started back filming myself training as a professional director to help PMXers get faster on their bikes. And then that morphed into coffee. And then that morphed into me actually getting a girlfriend and we ended up breaking up and I got mildly obsessed with like men's style and fashion because I was a single guy going out. And I started dressing better started like trying different outfits and different looks and it worked. Yeah, I met a lot of women and had a lot of fun. But my friends started asking about dressing better and then I looked on the internet and I'm like, nobody's on YouTube really talking about helping guys dress better together. I'm helping guys dress better to get laid and I was like, I could be that guy. So I created, you know, a good friend of my Jason Kapital is like, let's create a digital product. Like he was in the dating industry at the time and he ended up publishing me, but I wanted to build a brand. So I turned to YouTube and I started making videos every day of like where the sugar get laid, three pants all women can't resist and was very aggressive on the titles and thumbnails. And I grew and I, but I made like, I think about 500 videos, teaching men's style and fashion was of course like two years. And in that time frame, I YouTube about 25,000 followers on YouTube with that on that account and was signed to an agency, men's fledge media. And it was kind of living like a single guy alive, but I actually got back together with the girl that broke up with me. And we got pregnant or she got pregnant and we had a kid on the way. So I was still teaching guys that dress better get laid and I was like, well, yeah, we're not really my thing anymore. And I, you know, morphed into me turning to Instagram and kind of abandoning that YouTube channel all together. And, you know, thankfully I had some recurring revenue and like money saved up. So about a year, I didn't really know what the hell I was doing with my life. And that entailed me going on Instagram, making little vlogs and like fun videos. Like actually having fun making videos, not making videos with the purpose of, you know, making money from them or promoting things. And I started working with a lot of the ad. Like the companies that used to sponsor me for my fashion videos, like, you know, beard brand and alpha and Pete and Pedro, all these different companies started asking me advice for like their ads. And like, hey, we were like your style of video. Can you film ads for us? And so I basically started like kind of a lower budget ad studio, like what I just did creative. And that led all the way through to pandemic, like lockdown. And that's when TikTok was kind of taken off. And at the time, I think I had built up to like 8,000 followers on Instagram. Like so it wasn't big by any means. But I did have a lot of connections from doing the YouTube and like working with influencers. And when I saw TikTok start to take off, I was like, yo, this is like something. And then like Trump was like trying to ban it. And I was like, oh, it's like he bans it. Like everybody's going to rush to it. It's going to get all this attention. And I was like, well, now it's the best time to go all in on TikTok. And that was kind of a risk. I didn't really know if it was going to pan out. And nobody cared about TikTok at the time. And then that led into, I said, but if anybody wants to believe me, I have to build a following. Because prior to this, I never really had a big following. And I was like, okay, well, let me build a following for myself. And let me see what people, you know, let me actually do this. And I said, I need to get to 100K. Because like people take, they treat you differently when you have 100,000 followers. And I was like, okay, how do I do that? So I was like, well, I'll do one video a day. And we started making videos every day. And I was actually staying at home. Prior to this, like all the ad company and all the shit that I was doing was basically disintegrated when COVID happened. Because nobody was filming anymore. I had to refund out a bunch of money because people panicked. And they're like, I need my budget back. So I ended up like starting lockdown. Like my bank account was like negative $7,000. And I was stuck, I say stuck. I was stuck at home with my four-year-old daughter at the time. And my fiance was a nurse. So she was going to work every day. And at that time, we're like, oh, shit, people are going to die. Like nobody knew what was going to happen. It was chaos, you know? And I was like, well, I'm kind of depressed. Like I'm like, nothing to do. So I'm like, well, I'm just making some videos. So I started TikToking every day. And but I wanted to come from the angle of education. I was like, how do I educate in 30 seconds? And I started like trying to train myself to speak faster and speak more concise and really encapsulate short videos. And it was really hard. But I started, you know, as I kept stumbling forward. I think it was like the 10th video I did. I did a video about a ring light. And it got like 700,000 views. Which is more views than I've ever gotten on anything. And I was like, holy shit, I did this in like 10 days. Yeah. And then with that came like 15,000 followers. And I was like, holy shit, my YouTube following was 25,000. It took me two years to get it. And then it was, okay, let's keep going. So there's something here. And then I got to like, you know, video after video after video after video after video. And then I was like, then I had like 30 to 40,000 followers. I was like, okay. I'm going to keep doing videos for myself. But now let me go start pitching people. Let me see if I can turn this into a business. Because now I have some social proof. I have myself, you know, because at the time the only people doing education was like Gary Vee and my friend Jason Capital. These are the only educators you saw on the app. And I went to first person I turned to with my friend Chris Barnard. He went over time athletics. He just happened to be a friend of mine. And I was like, yo, let me do your TikTok. And I was like, I know you're not going to pay me. So let me do it for free. And like, can we work out of some sort of rev share deal? And he said, yes. We ended up not making any money. But you learned something, I'm sure. Yeah. But I grew his account to 100K in like 40 days or 45 days or some shit. It was really fast. And then my good friend Elliot Hulse was the second person I approached. Same deal. I know you're not going to pay me for this because nobody cares about TikTok yet. Let's do a rev share deal. Same thing. I made zero money because nobody was buying anything through TikTok back then. And we grew him multiple accounts to 100K because he kept saying some crazy shit and getting banned. Yeah. If you guys know Elliot, he's a little wild. So we did that. But then I had like proof. So now I had, you know, two accounts we had grown to 100K plus my own account doing very, very well. I had more social proof than anybody out there. So then I started like going into what I would say TikTok Facebook groups, which there was only one at the time, which is run by this guy Michael Sanchez. And I just, he offered consulting and he was offering consulting for $100 in account. And I was like, you know, I'll buy, I'm running three accounts. So I bought strategically. I bought three coaching sessions for 300 bucks. But I bought them, I could have bought them all at once with $300, but I bought three separate ones. So we saw my name three times. Oh, that's a good thought. And it was 100 bucks each time. Yep. And then I did Chris's account first. And he's like, oh, I've seen this account. Great edits. Then I did LA. It's a kind of like, oh, I'm big fan of LA, you know, following for a long time. And then it was my account. And he's like, you're the guy. Because I was making highly edited subtitle style videos when they weren't the thing. Yeah. And he was like, I show your videos to everybody in my little mastermind group saying, if you don't start making videos like this in the next six months, you're all going to be obsolete. So then we kind of became best friends. And then from that, that's where the clients really started happening. First one was a grown-in Adley stump, which in this one, I didn't really have to pitch because I was the only person. Yeah. Like nobody was doing this yet. I'm very, very vividly remembered. Yeah. Like nobody was doing it. And nobody cared. Yeah. Like that was the thing. Like it's so much easier now for people to have like short form content agencies and like to you say the Hermosi style. They know exactly. Like these people, nobody wanted TikTok. The captions app now has a setting. Yeah. Hermosi style. I'm like, oh my god, this is insane. And so we ended up, uh, so the first client I landed was Adley stump. She's a massive Facebook prankster. Um, I was repurposing her videos and, uh, you know, she would pay me $750 a month. And I would edit 30 videos a month based on her Facebook content that was already going viral. And she got, I got her account from zero to a million in six months. Holy shit. And she paid $750 a month for that. And most people were like, oh, fuck that. Like I, but I learned so much from editing her. Because it was the first time I had been exposed to broad reach, broad appeal content. And that was up until then it was like niche based business owners. Like people like yourself, people have niches and they talk about those niches. Don't dig too deep in that. I got questions later. Yeah. So, and she exposed me to like Ryan, I just want to give as many views as humanly possible. Put me on everybody's computer and everybody's phone. I don't care about, you know, followers. I just care about views. And sure enough, I mean, the views came. One of my videos we did like 50 million views. 50? 50, yeah. And one single video. And from that video she gained 150,000 followers. Wow. So I also learned that when you get views followers come, you know, they just happen. And then I just kept tweaking these prank videos. And now I had like three, my account was at like 50k. I had two accounts over 100k. I think Chris was almost at 200k. And I had to account to a million. I didn't need much more social proof and then and then by luck Grant Cardone fell in my lap because of the Michael Sanchez guy that runs the group he hit me up. He said hey Do you have room for clients and I was like depends who it is? Yeah, and he was like how about Grant Cardone? I was like you're fully shit. Yeah, and he's like no. I gave him a number. You're gonna get a text probably tomorrow from Jared and yeah, good luck and I was like okay, and at the time we were charging I mean Adley was 750 and like there was no other money being made. Yeah, I was like, okay Well, what do I charge Grant Cardone for TikTok? And it was just TikTok. There was no reals yet. There was no shorts So I just came out with a number of three thousand dollars a month and got on the phone with Jared and Alan and I said Yeah, here's what I'm here's what I'm charging here's what I'm offering if I don't do it if I don't you know my big bold audacious guarantee was like at your hundred thousand dollars and 90 days or sooner and It was in it as an or I would edit for free until I hit that number Yeah, and then we just start rebuilding again, and they said yes as Would most people yeah, and we started I started making videos and this is by this time I actually hired my first person to help me and that's Louise who's here with you know here with me in person I basically just handed in grants account. I said yo it's Grant Cardone's account. Don't fuck this up. Yeah and You know and then I went on to keep getting more and more clients and you know sure enough like you know I mean Luis did a great job on the account and like grants very easy to make go viral and we got a hundred K I think it's like 28 days. Wow That's really fast, and then I don't think people realize and this is how like kind of You know, I'm not a believer in like the universe giving you things like, you know But it's like it was hard to deny what happened because the famous Grant Cardone hundred and twenty thousand dollar Alex Hermosi call that he posted to his YouTube apparently at the end of that is when he told Alex and you need to do content and Grant kind of mentioned he had a team doing his TikTok and that he was happy the next person to reach out was Alex and I did the same guarantee for Alex except I said I Hope I can do this in 90 days. You don't have as much content as Grant But I looked at him and I was like you're gonna be huge regardless of me. Yeah You don't need a whole lot of help dude like you're brilliant. I've known about your past your background, but I can do a lot faster for you and You know same guarantee I'll get you a hundred can you know 90 days or I'll edit for free until I do and he's like Can you do Laila? She's gonna be a little harder than than you, but I'm not gonna make the same guarantee for Laila But you know, so I started with Alex and Laila and that was when like people don't realize With kind of where like our service was born because up until this point we had never filmed in person with anybody and We were repurposing Alex's videos and they were very I mean incredibly knowledge-packed videos like 12-minute you know college courses and We were having such a hard time Condensing that into a minute and still keeping Alex's point and he wasn't growing as fast as like when I my dude I made this deal and I'm like it's like looming and I don't actually know if like Alex is gonna hold me to this or not If I don't hit this in 90 days, but it was about 60 65 days and he was only at like 40,000 followers And I was like so you know, I don't have Alex's number never have but I slapped him and I was like hey dude Um, can I come film with you for a day and he's like what do you want to film? I was like I have no idea I'm gonna figure it out on the flight But you're accounts not growing like it should and uh, yeah, I think we can do better. Yeah, so um and thankfully, you know Him and Laila said yes, and that was the first time I flew to a client to film in person with them and Still really had no idea what we were gonna do moving forward from that But we ended up filming like you know, it's does it like the sales scripts and all the the Hormosi style of them sitting in the camera was Basically like, you know, I got a job to do and I'm not gonna do it if we keep doing this So let me try and we did and sure enough. I think it was like 95 days in he had a hundred can like all this platform is now mind you He had a lot of other content happening, but it was like our sole focus was tiktok. Yeah, and you know But it was kind of like the craziest thing to watch all of his platforms do that over one weekend Then but since then I feel like because of the tiktok real style. That's like now Become the Instagram style. It's now become YouTube short style It's now become like like your original idea of just wanting to do tiktok is now like the universal idea for everyone across platforms Yeah, I mean, I did not expect it to kind of I honestly didn't think it was gonna take on I mean nowhere near as fast or cuz it was hard. Yeah, like we were doing the captions word by word and they were taking two hours per video And I'm like people are lazy. I mean, they're not gonna do this I was like and that's why we because every even on my videos at this point because I was currently doing on my mind I might account was still growing and then we technically started doing them on Grant Cardone first and then Ryan Pineda second because Ryan Pineda came from Grant Cardone and Ryan Pineda was following me when I had a small account because he was on tiktok and Then it was Alex, but then Alex just exploded so fast it became that style and it was like, you know Yeah, but I still just like I'm fascinated that it took off like it did because They're hard to do yeah, yeah, yeah, well hold on don't don't get too excited here. I got a lot of questions so My second question is what are the key elements of come of a very creating and engaging fitness video like not a fitness video But like a video in general like what is What is it about a video that hits a million views versus a video that doesn't well I think the big I mean everybody's heard the term hook by now at this point It's like the first three seconds of the video that that is in my opinion the most important part of the video if you don't have a way They stop somebody from talking like from scrolling because of the nature of short-form content It's purely interruptive like you're taking a poop and you're watching your phone You're at the grocery store waiting to pay and you're watching your phone like there's no it's rare I mean it's changing a little bit, but that somebody just sits down to go on tiktok It's like it's all in the passing of the day and Knowing that we knew how important that first three seconds was so that's where again the subtitles played a big role because we would have like The client say something that was scroll stopping, but also we would write something that was scroll stopping So they work together audio and visual so that was very important still something we do to this day like I train my team like those two seconds in the first like of texts need to encapsulate what is about to be what they're gonna learn and usually if it is a clear video as in here's how to gain 10 pounds of muscle if If you actually tell them how to gain 10 pounds of muscle and you break that down in a really good way that video should get a million views If it has a good hook like something to get people to stop But even so even if a video is like an amazing piece of educational content, but they have a terrible hook No one will ever watch it. No, if you have a bad hook like it's like the 80/20 principle 80% of the results come from 20% of the route that I would say it's more 95/5 95% of the results come from the hook But it has but then there's like The what happens after the hook is we're like a lot of people fuck up too. It's like you have the hook Okay, now you got something to stop like now. There's kind of a second hook or like a continuation sentence to get them to go from two seconds to five seconds five seconds to 10 seconds 10 seconds So as the video is getting longer you have to continually hold that that attention because to go viral You need a minimum of like a 70% watch time which means that 70% of the people that watch that video have to watch it all the way to the end And if you don't have that you're not getting a million views. I mean it's interesting I didn't know that so for a video to actually go viral. It's not even the overall views. It's the watch time It's people that watch all the way to the end like the more people if that's like the only thing people like take from making videos All the platforms want you to do is get people to watch the end YouTube TikTok Instagram Twitter LinkedIn Doesn't matter, you know YouTube. They call it average view duration Like watch time average view duration getting people to watch them start to finish is the only thing that matters It's not titles. It's not captions It's not even generally speaking any part of the editing. It's just Are you saying something that holds somebody's attention to the end and that's where editing does play a huge role because You reorganize words to keep the attention and you know But at the end of the day if you just speak something intelligently that holds somebody's attention and it's captivating You're gonna get the views regardless like Jordan Pearce and Yeah, if that's why there's the videos like we ran Jordans account for a while and he was very easy to get views because he spoke very well Yeah, he's insane and that's nothing that like Alex has and same with Cardone and like all the big people that they see blowing up You know, yeah, they have great editing. They have content teams. They have all this put strip all that away They still speak really well. Mm-hmm. It's like I do think and and that comes from being a true subject matter expert Like if you're scripting things good luck going viral because that it just Just doesn't work. Yeah, you know, it's very hard You have to be naturally captivating or have such values and beliefs and this you know like our friend Brandon Carter Yep, when you say something, it's so captivating that you're like well, he believes this. So I'll watch this to the end Yeah, so actually I have a question later on but I want to hit it now is can you share any examples of videos that you created that made Just a absolutely massive impact on someone's audience like I remember you told me yeah about a Chipotle video with Alex Yeah, so they're I mean that's probably so a lot of stuff that we did with Alex was what I would consider like We thought it would work or like I'm hoping that it would work, you know because I we didn't you know Just full chance maybe they'll never run accounts that like exploded and like so fast and like what his did and Even with cardones like we learned more from like Alex's account than anybody else is because he was gay hundreds of thousands of balls of like a month at one point, like it was crazy, you know, so but what what I started seeing was like the idea behind like how we kind of approach things now going back to like Adley, it's like okay knowing that the only way you can get these really really mega viral views is to reach a lot of people. Well if I just talk about working out, I'm only going to reach people that work out and judging by how fat America is, that's not a lot of people. So it's like how do we surpass that, you know, it's like okay well food, like okay well everybody eats, so how do we take somebody and you know we do a lot of studying of the clients before we start working with them and then just as you edit and like interact with people you learn a lot about them and one of the things that like it was very relatable about like Alex in particular was that he loves Chipotle. I personally love Chipotle, Chipotle has a big following on the internet, massive, like so and they have secret menus and they have all these cool little things so I remember I'm like being there with Alex and I was like yo let's let's film a Chipotle video and he was like I was like I don't know how it's going to work man just trust me like please trust me I was like have I proved you wrong like have I fucked up and I was like he's like all right and then this is where you know plant a seed you know Chipotle but then when you want to talk about hooks the hook of that video was you know when I was single okay that reaches a lot of people singular eyes I each pull a 500 times in one year okay who eats people a 500 times and the only reason I know that was because my accountant asked me if this was correct so within the first like six seconds you have a guy who is single who each pull a 500 times that could afford to each pull a 500 times and the other is he knew that was because he has an accountant yeah you're watching yeah but then that video was absolutely perfect from a viral standpoint because then I asked him well what did you order and he proceeded to break down a Chipotle secret menu item and again I that was him being him yep like you can't recreate that you know we just asked the question what did you order and then I said why did you order that and then that video happened yep and the thing is my whole thought process behind like that video was just I want everybody to sit down on a Chipotle and think about Alex and Rosie and I think we've accomplished that because that video was like 10 like five or six million views on TikTok millions of views on on YouTube shorts like it did that and then we did like kind of a second thing was Brandon Carter you know he's had a couple really really viral videos that had nothing to do with fitness one of them being his proud of tank top like and that video came to light because I was like looking at and I know Brandon up to friends with a while he buys a lot of luxury shit like he spends a lot of money on cool clothes and like designer and I was like yo how much and I was just joking with him I was like how much does that silver triangle cost on your tank top that's really all it is and he started laughing and he's like and he didn't even know which made it even better I think he had to ask his girlfriend Yara like what do we spend on this and it was like it was like $1100 or something for a tank top and I was like let's make a video about that and then the hook was I spent $1100 on this tank top and the internet erupted now he wears that tank top every video like yeah it's in his ads he's got multiple colors like you know but the thing about what we saw was that these videos happened and yes like Alex from Aussie's business might not be directly impacted by a Chipotle video but you can't not sit down and truly not think about Alex as well as we watch the follower accounts because TikTok tells you how many followers the single video gives you I know Instagram doesn't do that yeah that's stupid like those videos for them drove the most followers than anything else on those accounts so that's where like kind of the you know idea and even for myself I have a video like tip you know I the video starts with go out by yourself to make friends and I and I said say this tip to bartender this you know do this and you'll make friends and that was the video that got 4 million views on my account it was like the breakout video for my actual my personal TikTok it drove 60,000 followers wow now mind you up until that point I had made viral ringlight videos I've made all kinds of videos about talking about content really really intelligent things my account wasn't growing the broad stuff the broad stuff drove all the followers and then what it so that kind of thinking was like okay well how do we craft this because it's very hard to sell like a business owner on you need to talk about like food your marriage like your kid like what you eat for breakfast like the shoes you like to wear I mean it makes it makes sense because like what makes you like someone is like every there's a lot of people doing the same stuff right there's a lot of people in fitness there's a lot of people in business there's a lot of people in video editing but sometimes what makes you like that person is the personal traits and I think it's amazing for you to say like you know 70 80 percent of your content should be broad and like only 20 30 percent of it should be neat yeah I even make you like 95 five on my own personal account like and it's just like you know and I know it's like it challenges a lot of beliefs even I have a hard time like I do love talking about content like I geek out about like here's why this video is viral you know but I know that that's only going to hit a certain demographic but like when I make a video talking about how fast and furious ruin street racing I'm gonna get two million views yeah you know or when I interview somebody and say why do you have cauliflower ear it's gonna get 10 million views and from those 10 million views I'm gonna get 10,000 followers you know and then those 10,000 followers are going to turn into well maybe 500 them like videos so they'll probably watch my five or 10 videos a month I make about that shit or they listen to the one long foreign podcast I do a month that might talk about it you know so it's more just giving people reasons because you know Gary Vee kind of encapsulates a lot of this but people just don't realize it because I don't think people look at actually what Gary is doing they're just like listen to what he's saying but Gary Vee doesn't have a niche he just talks about Gary Vee like Alex is kind of the same too I do baseball cards I like garage selling I like you know I have in video a media company I have you know an event I have NFTs it's like that's just Gary so you're not following like nobody VaynerMedia does have an Instagram account which don't follow VaynerMedia you follow Gary Vee same thing with like Elon Musk it's like you know I mean maybe people follow Tesla yeah but like I could care less about Tesla's account but I like Elon I just know he has Tesla I use PayPal you know SpaceX is cool but like I don't follow that Instagram account it is so crazy to think about I mean why do you think some companies like Nike and like some like the really big companies they say very they stay very cohesive on their brand and they don't really DBA well I think because they hit different genres like Nike is a broad reach company like oh yeah I guess if you think about like basketball running basketball running weightlifting crossfit you know lifestyle like they are broadneds they just the same thing with but at the end of the day it's shoes yeah like I think Michael joy Michael Jordan made a quote it's like they were trying to get him to like side with like Democrats or Republicans and he's like both of them were shoes oh that's a hell of an answer and it was just like I'm like so that like with content it's like I just want people to see my videos and let them decide if they like it like the algorithm is going to show it to they see his fit you know let them see if it works you know me like I struggle with content all the time I think every I think everybody does even if you're killing it I think even Alex probably is like I don't know what the fuck post today everybody does you know so like I think the other day I was asking you I was like man what do you think people really like like about my content and you were like dude this one guy actually brought you up the other day and he's like I like that he goes paddle boarding and biking and I was like really I was like that's what gets these people excited I'm like man so I think you know for everybody listening right now I think if you guys can take anything away from this podcast at all it really is you know hitting a little bit more broad you know sections of your life to show to other people that like oh I really like fitness but I think I want to get information from this guy because he also likes mountain biking and he also likes paddle boarding and he also has like three kids and like whatever or whatever right yeah well we we tell you like think about everybody listen think about the last influencer or you know personally that that you followed try to remember the last the the one video that you remember like I know yours it's the shoe video yeah they never wear these shoes to the gym well the meat video and the meat video too like so like right now I'm like y'all like eating meat I'll follow Ryan or like y'all I love that he's like don't wear these shoes they're all squishy and nasty that's like oh that makes sense you know and then it's like you know then breaking down even more personalized like I do CrossFit so I know you used to do CrossFit like I like them on that aspect I like them on like a style aspect because we're just looking at like your shoes you have here at your house like like dude these are the things that make people relate to people it's not just like because if you're looking to follow somebody just for a workout it's like okay great like yeah Ryan gave me a grateful body aesthetic workout maybe in a month or a year I'm now maybe I want to go back to CrossFit for a little bit so do I stop following Ryan because oh that is one hell of a thought and it's like no I'm not going to stop following Ryan because I like that he has a g-wagon I like that he's into like old Broncos I like that he paddle boards I want to follow his story to see what hotel gym he's going to work out at next dude that is a crazy statistic to think about because yeah we all have like our one thing but eventually everyone gets bored of that one thing like even I with CrossFit you got bored of CrossFit yeah some of my own styles are training like and I'm like I'll just make another style and get people excited about that one but then I want people to unfollow me because they want to stick with that old style it's like that's like the true meaning of personal brand like you know you can like look at Alex like you know Same with Layla. It's like you look at them from an aspirational standpoint They look like they have an amazing, you know marriage like and I mean I think I was them they seem to you know They look you know they obviously make a lot of money. They buy companies. They you know they travel when they want They fly first class they speak on stages You know they have their little quirks about them, you know they have different like you know If Layla made more videos about her current fanny pack how many women would buy Layla's fanny pack because they're like Layla's a badass I want her fanny pack. Yeah Alex, you know what wife beaters is you wearing like what shoes are you wearing like? Yeah, all of that's like I they want to resonate with that because they're like same thing with eating at Chipotle or like Never skipped dessert is like an entire Alex and Layla don't skip dessert. Yeah, I'm gonna eat dessert. Dude my girlfriend Zoe now is like every time I go out We can't skip dessert. I'm like Zoe. I'm gonna fucking kill you like we got a skip dessert But that those are the personality aspects that I feel like especially fitness coaches I mean it's everybody even realtors like we work with a lot of people in a lot of big industries It's like okay like once you buy a house, do I need to follow a realtor anymore? No, no, I mean most people don't buy multiple houses. Yeah, like at the rate We're going people aren't gonna buy one house. Yeah, so why are they following a realtor because they he's got cool cars He's got good style. He's got interesting places like you know, but the trick is Putting that into videos and explaining things that is still somewhat educational but highlights That this isn't about fitness, you know, you have the fitness aspect of your life, but you know, this isn't a fitness video I love that. I love that. Okay another question here So some people watching or watching and listening to this are probably thinking themselves like man like this sounds really good I like what he's saying. I like what's I'm catching what he's throwing, but I don't have a lot of money Like what could I do you think that there is a huge difference between an iPhone video versus a produced video and not Just on TikTok, but like on YouTube on anything. What do you think? Well, I used to I used to I've changed a little bit As I've progressed like because when the subtitle style took off I liked I wanted to believe that I was some amazing Oracle that has figured out the secret of irality and it was just the subtitles You know, but then I saw people start copying at a mass scale mass and a lot of those videos were not getting views So we learned really quickly after that that Who's are cool like you know, I could pat myself on the back and like me and my team like we crafted this cool thing But that's not what makes videos get views at the end of the day. It's do people actually care about the topic and Do they care is it said in a way that holds their attention and that does not matter if that is on a phone a camera a podcast like you know you at the grocery store It does not matter because people go viral all the time on videos without subtitles Videos filmed on iPhones low lighting bad quality and they still get mountains of views Now I am a big believer in I like professional looking things and For what we charge to work with people I think there is an expectation of professionalism that has to come with that But I mean we've worked with clients where we did everything that we do and they still didn't grow and at the end of the day, I'm like well You're kind of boring on camera. Yeah, you know like like well. I see Brandon Carter. It's like Brandon's not boring in real life He's even more amplified on camera like so it's like it comes down to I think people hold themselves back too Like they worry about the gear or this like we're doing a podcast in your kitchen It's very casual. Yeah, there's some gear here. You need a certain level of something to produce You know, but it doesn't have to be the nicest stuff like we have a camera here There's no lights like this could probably be more well lit. We could probably have two lights there, you know, but I Know that you know, I'm gonna take this chop it up. It's gonna go somewhere. Maybe it does good Maybe it doesn't but it's just it's just a video It's just a video. Yeah, cuz and that's the thing too is like it's such a fast-paced nature to like that I mean we we like one video a day sometimes two videos a day for most people, but You know, I know them to post a video tomorrow. So if today's video does bad. Yeah, my ego will be hurt Cuz I put effort into it, but it's a day I was like what do we got for tomorrow? What about Sunday? What about Friday? One thing that really struck me as I I heard a Very professional videographer and slash photographer on Instagram say cuz someone kept asking him like it was in his story Like what's the best camera? What's the best camera and he said the best camera is the one that you have with you Whatever it is because he's like if you if you're like, you know shooting a safari and like an animal is coming up And it's about to like do something because he does crazy shit like that And he's just like if I only have my iPhone with me that is the best camera in that moment Yeah, and he's like and if I have my nice camera and I can set it all up in time then fucking sweet But worst case scenario like whatever you have with you is the best camera cuz like Dude, I've been on like amazing vacations and coolest gyms this that and I'm like I don't have my iPhone with me And I'm like I get like so bomb that I'm like, well no, I'm just like all the videos that I like a lot Usually tend to be an iPhone There it is not like an eye because I film with good lighting looks just like a camera. It's really good So it's like it's it's I don't even think that I feel like if you people are having that argument They're they're not even asking the right questions. Yeah, I think that's it's just like what do you or that you have to make videos? It doesn't matter what they're about like you just need to put it put it out there and and yes I do think that at a certain point it makes sense to hire somebody to help you Escalate the process, you know, but there is also value and you know like I wouldn't know how to take somebody like an Alex Tickla Tick-tock or a Brandon Carter Tick-tock unless I did my own Tick-tock You know and it's like and that that was one of my core beliefs and values like when I started the company was Every experience I've ever had with an agency was like oh, I can make you go viral I can get you, you know, a thousand sales a day from ads and I'm like cool. Have you ever done it for yourself? So like I did that is that is a tough one dude like yeah, and it's like okay You know and I use myself to to clients and potential clients. I'm like I don't really Use the term pimped out my clients much unless I'm directly asked about it like my account You will not see a video of me talking about a client It's just me getting a lot of views, you know And it's sometimes I don't get a lot was like right now my accounts low on Tick-tock and I'm like fuck man Louise we got it. What do we got? We got to get this up like the sucks, you know But it's also you know if I'm not doing it I do not feel confident selling it Which is like a lot of fitness coaches have that like they're in shape. They have abs. They do do their programs They believe in it, but it's like a lot of business coaches agencies and things like they just they don't live what they preach That's a big one for sure. I like that a lot. They don't live what they preach 100% So of all the people out there who are making videos and they're stuck There's more than likely they're probably doing something wrong in their video making some sort of common mistake Without going into too much details. I feel like we did hit a lot of this as long as I can put the pieces together Yeah, what are like the top like one two three things that people are doing wrong Probably the hook is probably number one, but like is there there's something else about their content That's just like not very good like should they be? Studying other people who are super charismatic and trying to pick up those traits like what do you think it is? I think I mean If you're struggling to make videos, you're probably not make you're not enjoying what you're talking about Like so that I mean we see that a lot like yes, I mean Let's say you've are a fitness influencer and you've been making workout videos and they're not hitting It's like well, you're probably bored of that. So there's no passion in that That's how I am now like I love fitness so much, but I don't love making workout videos anymore I like what we're doing now Casting but you know talking about your paddleboard talking about like those are like fun videos It's like take a break they give yourself a month and just like don't make a fitness video, but still make 30 videos Just make it about like this is what I for breakfast. This is what I this is this is my favorite date night with my wife This is this is how I you know this is a life hack that my dad taught me like this is a you know Whatever like you just go like, you know, yeah, we made that video about my dad. I just said I'm when I was like 26 those are the videos that I Guarantee will go viral if thought like you know Hypothetically like they need to be said correctly, but they build loyalty and they build like The people that watch those are like they either like you or don't like you and Majority speaking let's say 50% like you you're gonna get more followers from those videos then a fitness video when they watch a Fitness videos like they're instantly judging you. They're like well. He's not as shredders He could be like I don't know if I want a lot of that guy or I've seen fucking broadly martin did this video two years ago Or like, you know, there's oh he's copying Ryan Fisher or he's you know, it's like there's instant judgment But there's like, you know, this is this is my favorite tank top to work out in That's you. Yeah, that's it Like I like gym shark or I like this or like I only wear legends like here's why I like let you know Like now you're talking about clothing not fitness anymore clothing Everybody wears clothes. Yeah, I mean, it's crazy. Yeah being broad Definitely makes a big difference. I think a lot of you guys are understanding that broad niche part of it and how important that is I think my favorite part of the podcast so far was you'd be like should I unfollow him now because He's no longer doing CrossFit or like what about all the other things I like about a man that that just like hit me so hard In terms of trends like fitness trends Instagram trends tick-tock trends like do you pay attention to those at all? Or you just keep staying your lane and kind of shoot. I mean, you can grow with trends You can grow with hashtags. You can catch those little moments and get a little extra boost but when we started working with clients Grant Cardone in particular like yes, if Grant would have done some of the trends He's probably would have grown a little bit faster. But how am I gonna hit up Grant Cardone and be like, hey bro, it's Ryan, like you're TikTok guy. Yeah, I need you to dance in front of your jet. No, I mean, not like, you're gonna like, I need you to twerk, bro. Yeah, like, and it's gotta be to this song. Oh, as a business owner, I'm just trying to make money. I'm like, how can I, I can't do that. So, I think we look at the term trends differently. Like, we look at trends as in what topics are popular on the app or what are people watching? Like, 'cause that's a trend. What is culture interested in? Not a specific hashtag or like a song. You know, it's like, yes, those are gonna come and go. And we specifically, we, I refuse. It's like, we never put a song on a video because we've done that for Grant and the video's got millions of views and they silenced the song. Because, and now that video is still on TikTok, but it's muted. Grant included. Like, and that video's still got too many of you. So, TikTok is still gonna show that video and it's gonna be a muted video. So, what is there impression of Grant? I don't gonna be if the first one they see is a muted video. Oh, man, that is gnarly to think about. 'Cause yeah, I've had old audios go. You can't, you don't know what it's gonna have 'cause it's Sony BMG and like, it's the music industry which is going to shady fuckers. Like, they just take the songs off TikTok and then all those videos are taken down with it. So, and then secondly, it's like, you know, like with pictures, like we try to get really, it's like we try not to use like, you know, stock photos or anything like that because we've had clients get cease and assist because of pictures in their videos. Like, which that might not happen to maybe a fitness coach on this call but people don't like Grant or they might start not liking Alex or they might not start liking Ryan Fisher as they get bigger. And they're like, yo, you're using my photo. I'm gonna see you. - Yeah, I didn't think about it. - So that's like, those little things are like, the level that we had to adapt quickly to the level of client we were working with and the amount of attention that they were getting. So we just stopped using, we don't do any trends. Like, I don't even want people like, 'cause it's also unpredictable. Like, I need to be able to predict, you know, we fly across the country. We're gonna film hundreds of videos with a client, different variations, different hooks. That cost me, like company money, that costs the client time. They've committed to a full day. They make sure we leave with some good shit, you know? And the expectation, because this is also, most like fitness coaches, you probably teach them the charge more. Those like, as I've grown the agency, we've started charging more. And when you start charging more, what happens? You get more expectations. So it's like, I can't predict the trend to get a million views, but I can predict if you give me a dessert hack and you say it well and it's something unique, it's probably gonna get a million views. You know, so that was just like, it's just kind of the evolution of like, my company too, but yeah, it was just the main reason for all that. It's not, it's not predictable. - Okay, so with that, how important do you feel like storytelling in videos is? And like, do you incorporate it a lot? Like a true storytelling? - If you can, like, to go back to like, the question a while back of like, what's the recipe for a perfect viral video? It's usually like a really good hook. A personal story that's kind of sprinkled with a step-by-step way of doing something. That is unique to that person. Like the Chipotle video for Alex is unique to Alex as he ate it 500 times. And he did it in his way, you know, he ordered it this way for this reason. It's a very unique situation. Same thing with Brandon, he can afford a tank top. He justified the tank top with views, like, unique situation, you know, same with me, like, going out by myself. I went out by myself, like, that was a personal story. You know, if you have stories about different things that you're interested in, like, craft those in a way that are interesting to the general public. And that's kind of like, the better you get at that, like, look at most of the videos that go viral. They're either a hugely educational video that's broken down really, really well, which is probably like what we call one-minute courses. Like a one-minute course is like-- - Ooh, that's a good way of thinking about it. - Yeah, it's like, or technically 59-second courses, because if you go over one minute, YouTube puts you on the regular feed. - Yeah, I do, yeah, yeah, yeah, yeah. - So it's gotta be 59 seconds, like, and the 59 second mark, like, when I make a video, like, I did this for one video, I got like three million views. It was, you know, it was basically a course on affiliate marketing on TikTok. Like, you could sell it, but I gave it away, step-by-step in 59 seconds. The video took us, I think it was like three hours to edit. Like, it was a course, and I was rewarded with three million views. And with that video, it was specifically like 29,000 followers. - Wow. - So it's like, now, mind you, you probably don't have a ton of one-minute courses in you. So you gotta craft them and find them. And like, but when you do, like, they're going out by myself video, it was technically a one-minute course on how to go out and make friends. The same thing with the, how to make money on TikTok if you're broke, which is affiliate marketing. And a lot of the questions, like, the interviews that we do now, like, I'm trying to extract the details that you are probably charging for. Like, give me the actual workout program. What do I follow? I wanna do this today. Sets and reps. - I know, I'm really excited for that one that we made where it talks about how many sets and reps for each muscle group per week. You guys don't know this, but you'll see that video as you know I'm excited. You briefly mentioned, like, it was more beneficial for some people to post twice a day, but not everyone. Like, dude, I see, sometimes I'll see, like, Ryan Pineda or Alex or Grant Cardone post four, five times a day. Do you see any benefit to posting that much? Or do you feel like, when you post that much, it actually, like, decompresses some of the other videos where they're not getting as much reach. Like, where's the sweet spot? - It's hard to say, 'cause obviously, I'm not the algorithm, I don't work for TikTok. But I have seen, like, you know, I just look back to, we work with right now almost like 20 clients. We post close to 4,000 videos a month. You know, besides Pineda, who does post six times a day, and when we were working, you know, we'll be working with Alex later there with three times a day. Grant right now is two times a day, but Grant's account from zero to one million was one video a day. My account, zero to, you know, it's now almost 230,000, one video a day. Alpha M, zero to one million, one video a day. Like, now, there is, I think that there's a point where, like, and Alex really did this well. Like, when you're on the rocket, like, you are growing. It's at that moment that like, okay, put all the chips in. Like, let's try five videos a day, three videos a day, whatever you can sustainably do, but I do think there's a negative return over a longer period of time. Because in a negative return, isn't necessarily on the views so much, but on you or the person filming. Because you don't have that much to say. Like, people don't realize how much of a job creating content is. It's something you have to do every day. Like, and it's never gonna stop. - Yeah, it's tough. - Like, once you become a creator, it's like, you can't take a week off. Like, you don't even want to take a week off. Like, you're like, I got shit to say. I'm gonna make more videos. Like, but it becomes, like, that is your job now. And it's like, okay. If I can sustain it one video a day, and then maybe go to two videos a day, before I, like, how long can I sustain that? And then the creative energy and the flow. Because I mean, there are gonna be times when you make videos where you're like, you don't want to make videos. But, you know, you have like a team that flew across the country. You gotta film a hundred of that, dude. - Yeah. You know, so it's like, and then it's also the volume of editing too, which is like, I think there's an industry, about to be a massive industry problem with video editors. Because of the volume, the expectation of volume is increasing, but the level of video editor is not. And it's very hard to edit. Like, my video editors, 'cause we have, I have nine of them full time. They're actually contractors. I have to say that for the other episodes. In case they audit me. I haven't switched to a W2 company yet. But, they edit, we've just found this sweet spot. It's four videos a day, five days a week. And even them, like, they all, I mean, I have a really good team. Like, they don't complain. Like, but I can watch an editor who's worked me for a year. I'll see like waves of decline in performance. - When they start doing more videos? - When they do more, but, or they're just getting burned out. And then what does that do? It directly reflects the quality of edit that's being posted. And then you as a client, or like, even if you were just employed that editor, you're just kind of upset, 'cause it's the views. When in reality, it's like, no, those are good videos. It's just like, that dude's like eyes are bleeding, 'cause he started a screen for a year editing five videos a day, seven days a week. Because it's also a job that never stops. Like, and that's kind of a thing, too, even for video editors. And like, I mean, I have two posters. That's all they do is post videos. Like, I pay them to do nothing but post videos. And that's a seven day a week job. And Ryan Penae's case, that's a seven day a week, six times a day job. - I know, that's tough. - Because we post all those videos for him. - Six times a day on all platforms. - Yeah, we just manage the TikTok for a lot of people. And like, but they have teams that do Instagram. Whereas some of my clients, we do everything, which is like for everyone. But it is, it's like, you know, and as the client, like, what do you, you wake up Sunday? You wanna, you want your video? - Mm-hmm. - You don't care that it's Sunday and like, maybe Reddit is at church. - Yeah. - Or like, maybe he's just like hanging out with his family. - Yeah. - And it's like, I don't think that the people, the creators realize that. And I'm, that's not, yeah, there are shitty editors. And like, but I generally think that like, video editing is like a thing you go into that it's like, it's not like the glamorous job, but it is, and it's highly creative too. 'Cause the more, the less burned out the editor is, the more the better your video is going to be. You know? And that's why, like, we found, like, with my company, and this is how I tell, like, even, like, fitness people, if you're trying to find an editor, or move forward is like you have to find an editor that is excited about performance like that wants bonus is based on performance like I've made a lot of videos about that I hope that I'm trying to change the industry on that like similar like we do with this up titles like you know if you want to like I want something to edit for free for me but I will gladly give away a percentage of the revenue that that video generates you know to keep that editor excited about editing every video because four days a day five days a week like I bonus all my editors on every video if they hit some million views so everybody they edit they're like this has the opportunity like so that they're more in it so they're excited about editing it you know and it's like most editors are you know they ask for like you know three four five six thousand dollars a month and there's no skin in the game for them like but there is for you if you're paying that you're like well like these are good videos but like how do I get more views like I'm not growing like what do we do here and it's like that's where the editor has to actually care it's like well I was watching this account like they're doing this or I was saying you know maybe if we tried this angle but editors as of right now they don't only certain ones do like I'm you know there are people started to do it but like you the only way they know those like the insights is if they do it themselves too you know and that's kind of the and that's also a juggling act because they're going to if you can do it for yourself why do you need to edit for somebody so the good question for sure all right so I got I got two questions left this one is gonna be a tough one for you so what do you think about a personal brand versus a worldwide brand so I know like Gary Vee is like his own personal brand but because of that all of his other shit is big sometimes I feel like as a personal brand people get burned out on making videos and maybe they are the CEO of a fitness app like myself or their CEO of acquisition.com or something else they want that other thing to be really popular and they get burned out almost as a personal brand but in your opinion how important is the personal brand like in general I didn't see the worldwide brand like Nike is like a world wide brand adidas stuff like that but then there's like Ryan Fisher Ryan Megan yeah again yeah I mean I think I think a personal brand is I mean for most people watching this are getting into this like it takes a certain type of person to even consider or even the opportunity to have a worldwide brand like statistically like how many Nike's are created you know so but there's a lot of influencers and there's a lot of people that have a that make a lot of money that have a lot of power based on their personality and who they are so it's like you know yes there are certain people that I think are gonna surpass a personal brand and be like okay this is global like I need to like think about this but at the end of the day I think that like when I think of Nike I don't think of just Nike you think a film night I think well I think a film night because I've read the book but I think I'm Michael Jordan Michael Jordan I also think of LeBron like I think of athletes specific athletes like you know and even breaking it down so it's like Nike I think there is Nike the global brand but like I don't really like basketball I like CrossFit you know so it's like I know that like you know Matt Freige like they were sponsored by Nike I know the athletes that might get Nike Meccans so it's like I think it's gonna come is it working I just think it's sound it weird for a second they're good technical difficulty but yeah I just think that they'd say you know there's the global brand and then there's all the individual personal brands for different things although it is back yeah but yeah so you know to answer your question I think you should focus on building a personal brand as big as you you can get it and then move that and then kind of have that conversation of is this even worthy of a global brand but you say you have chalk which could surpass Ryan Fisher is it there yet though probably not like could it be yes you know you have a lot of friends like you have a lot of knowledge you can probably take it to that level and it's also do you want to do that like is that something you know because we work with a lot of companies to you that like well who do I make you know how do I continue to make videos about you know my company but like I don't really want to be the face that's like well first thing we like what do you want to hire somebody and they're like yeah we can do that and I was like well hold on before you do that just know that if they go viral enough that's the face of your company and then that person has a lot of pull on your company for sure yep so it's like you have to kind of these are problems that I don't think existed 10 years ago now they do you know like so it's I don't know if anybody's really navigated that yeah yeah I mean I'm I'm going through it now like a lot of my ads now are actually are like other people doing chalk workouts like when you look at the chalk performance training page I'm on there but I'm not on there a ton I do think that there's a lot of people who followed the chalk page who don't follow me and a lot of times when people send me messages on the chalk page I'll look and see if they follow me just for the hell of it and a lot of like it's like 50 50 so I'm like that's cool that makes me feel better about the brand as a whole um but yeah it's always it's really really tough sometimes it's a cypher people want to gravitate to people so it's like even I mean that's it like we tell people it's like I mean I don't know like I don't know the aspect of like selling a company like I don't know that I'll ever experience that but I just know that if I want to make more money now I have to put my face to stuff so it's like I'd rather think little short term on that than more long term because that because that grows you know I think that that's why like Gary Vee so Gary Vee like he probably wants to sell some shit but it probably is yeah but it probably is hard I bet there's some things that maybe aren't on the public surface of things that Gary is attached to you know that he can't get away from like wine library like that was kind of Gary's face that made that you know so it's like it's very hard to separate that you know and I know he I think he sold that I'm not sure it I don't know the ins and outs of his business but the you know point being is they're very you know he's a very smart guy but I still think that you might have to do shit that maybe you don't want to to get that sale of something even if it's bigger you know because I mean I know I mean that's that's the most important it's like sometimes you got to do stuff you don't want to do I think the stuff that you don't want to do is always the most important stuff too it's like working out you don't want to go to the gym every day nobody does I mean if you do your psychopath yeah but even that short lift you don't need to do it for all right let's say you I love working out I love going to gym I get excited to go to I mean this is probably why I have like five gym memberships because I like going to different ones to get excited but if I could choose I would love to work out like two three days a week yeah and the rest of it would be like riding my bike or paddle board but even your fun shit is working out yeah you just don't consider that working out because you've attached the gym to you working out because your whole brand is based around you being in a gym yeah too shy so it's like paddle boarding to me as a workout yeah I know I only got like an hour a paddle boarding I mean my fucking chorus destroyed same thing with not like I mean I cycle like got about two hours on the road like and I'm like all right man I'm done yeah I gotta work I'm gonna come an adult I think that it's like also what you consider things to you it's work of work all right last question what do you think the future holds for content creation in general like where do you think everything's going I think I think we're gonna see a harsh divide I just have this weird feeling I think people have it backwards I think they focus on long form first when I think that that's wrong and I know there's a lot of people that prove me wrong on that like we'll know like someone so it doesn't like this but it's like I think the only way you're gonna get discovered is with short form you know so you it's like you have to take put more effort into the short form to get discovered and that's not better edits it's more thought into what's being put out and then the long form is the relationship building but I don't think there's a need for anything above between like three minutes in an hour I think you need to need real short and then real long and then being more than that is just like like I think we're to see it the 10 minute videos the 15 minute videos like the 8 minute videos I think they're just gonna fade away and it's gonna be three minutes and under and one hour plus well what makes you say three minutes I think so I get asked like what would you do if you had to start a content agency again because like short form saturated it's hard like I think that there's a if I were to try to differentiate myself I would focus on two to three minute YouTube videos right now because I think the algorithm that is become for short form which is like the broad base like that we were talking about that like you know I think that is going to start bleeding into YouTube because people want to discover things so like the good titles the good I mean that people I mean they want to watch I'm gonna start testing it next week like I'm doing like so I did I'm excited to do this podcast because it's like all this is gonna be to like we'll say three to five minute videos like I'm not editing them at all like they're just each topic you hit too was like perfectly like five three to five minutes but that's like but those are just gonna that's gonna be my YouTube channel and if you want to watch the podcast like I'm gonna link to your podcast I don't really feel the need for me to sit and do an hour long podcast I'm just gonna clip myself like because if you look at all the YouTube channels that blow up like Joe Rogan obviously he got signed a Spotify so you got the big deal there but Jerry clips probably gets more views really you think so I mean Spotify is different in his things but like you look at like some of the fastest growing YouTube channels right now are clips clips channels not the actual podcast wow in some cases there are people that are very polarizing that you want like a rogue absolutely yeah and then there's like the other girl um the she was signed a bar stool and like she just got a massive Spotify deal Alex Cooper like somebody like call her daddy podcast like there are there are gonna be those unicorns yeah you know but I don't like to operate as a unicorn I want to operate like where the normal people are it's like okay and maybe if I become something like that cool but like how do I optimize my time and I just think that people are putting so much effort into YouTube because they want the long form influence is what because that's the everybody's YouTube argument to me is well you can't build any influence in 30 seconds and it's like well I would disagree like I got recognized yesterday with you that's influence yeah like I get triple the views of most people's long form people see me you know but also I just look at it like from a personal brand standpoint if would I want somebody to watch a five minute video of me or do I want them to watch 25 30 seconds videos of me in those 25 videos you just saw 25 different aspects of me and my personality and highlights and highlights of that five minutes you might have just got a deep dive on one specific topic yeah that's cool but again going back are you following me for that one specific topic or are you following me because of all the characters of all the character traits that's interesting to think about too because like when you think about being younger like like when you're like five yeah and shit like that like all I remember is people saying very very specific things to me like you know you know if you play with your dick too much you're gonna poke around like you're gonna go blind or like don't eat candy or you're gonna cavities yeah if you go to close to TV you're gonna go blind like I remember when I first started my fitness journey like in general I was living in Hawaii I was a helicopter powered at the time I think I was 18 years old now I was in 24 hour fitness and I was asking this guy who was just fucking jacked like I was like dude like how do you get like abs like that you know like I was just like so infatuated with the way he looked and he's like dude you got to get to the point where every single thing that you eat has purpose like you know why you're eating it and you're gonna get you closer to your goal then I was like whoa did you didn't need a five minute video on that but dude I literally I mean I wind up talking to this guy for months like we worked out together for months I want to just being the young kid that always like asked him questions that's the only thing that comes in my mind when I remember it so I think usually those specific like like if you listen to this podcast and you got one thing it was focus like 90% of my content on broad reach and I'm gonna try that for the next 30 days or 30 days of no fitness content just me content ooh I like that like okay if I do that and let's say let's say one of those me contents hit you're gonna remember that one thing for me on this podcast not the hour so we I just feel like you need to generate those clips not do a podcast and hope you get those clips specifically make those clips and that you think that you just don't need like I look at a YouTube video like I don't need five minutes to tell you how to do that I need 30 seconds and then if I can tell you in 30 seconds it takes you five minutes who do you trust more well I mean dude I'm at the point now where I start I go on YouTube and I click the whole transcript I copy the whole transcript put it in chat GPT and summarize it I don't even watch the videos anymore if they're too long and here's the scary thing like I don't know anybody that watches YouTube not at two times speed yeah that's fair too so right now you're already compressing the time that you're enhancing the effort it's so crazy to think about it that way like yeah and then a video and then now with YouTube putting chapters in you're compressing the time and you're skipping chapters so why don't I just make those chapters why don't you do the chapters start well some I don't know how because I'm not I just again I'm a short form guy like my whole livelihood in life is wrapped on a short form context so I want a context for the like this is my this is my life you know but like we work with some big clients and they have the ability to like okay on from one minute two to one minute thirty you know Ryan Fisher said this and I know that YouTube does I believe they do that it's like time sampling like you they have that feature for I don't know if it's for all channels but like the bigger ones do you have that but you have to like activate it and like put in like and the good channels do because they know people are gonna skip around yeah like I don't want to like I'm a big fan of the the GQ series of like 10 things that likes insert person can't live without but they all have chapters and when I look at it I go okay there's the 10 things I guess if I even want to watch the video yeah but if they just gave me that in 30s or if there was 10 videos of each item I'd watch all 10 videos fuck so crazy so crazy and that's but that's not saying I don't want to say like that long form is bad because I understand it from a it can influence like you learn a lot about people from conversations that's why Rogan is who Rogan is but I I don't know Rogan's production schedule I wish he did more clips because I don't listen to any Rogan podcast no like Huberman Rogan they're too long for me like I'm like I really want to listen to it and I'm like fuck I just don't have three I just wish there was more clips yeah you know and even Rogan's clips are like 10 12 minutes and oh fuck man yeah even two times speed that's six minutes I'm like shit you know so it's like I would just wish that like people would just like if you looked at a podcast and go okay these are the big points instead of and then post a podcast but let's make individual about these points let's see if we can do in a minute like I think it's more that it will become that more calculated I love that's where I see it going well shit ladies and gentlemen that was one of the most valuable podcasts of all time you didn't get any value out of that email me and I will go fuck myself in the meantime I'll tell you what videos to make to prove you wrong in the meantime rhyme again how do people reach out to you let's say maybe people want to get videos done by you just my Instagram I'm still I love TikTok but I I'm in the community on Instagram okay and I'm using that thing and I don't believe influencers when they tell me they don't see their DMs okay I just recently crossed a hundred thousand of like a fully organic following like and people I get a lot of messages but I see them so like maybe it's not like that for bigger as I get bigger maybe I'll completely change my tune on that but I think we manage a lot of accounts you can see those DMs if you want to see those DMs you just gotta yeah I look I believe the same yeah I definitely I definitely read all of my DMs yeah where respond is is different story and if I want to respond I'm like fuck man like you just ask me like a such a long question that like I have 100 DMs and I just I don't know if I'm gonna answer it so yeah so but Instagram that that's you know you can email me but that's a black hole yeah okay same thing with TikTok DMs are just not that good so like I might see it and YouTube doesn't really have DMs so like Instagrams like the my home all right well thank you so much of being on the show hope everybody reaches out to Ryan at some point in time and checks out his videos on Instagram on YouTube on TikTok you'll see them yeah more sure especially since we just talked about it and like you guys the algorithm is going to show you my videos now show you all right ladies and gentlemen well thank you so much for listening I will see you guys next week and as always if you guys want to stop exercising start training start getting more results in your gym sessions make sure you guys follow chalk performance training I got you guys go to gym Ryan dot com gym r y m r y a n dot com and you guys can pick up seven day trial the app you guys can pick up ebooks meal plans all the things I know Jim Ryan dot com is a weird dot com but everything started with a gym and that's how it all started so eventually we're gonna wind up actually changing that I like that name though Jim Ryan dude I love Jim Ryan it's so easy to remember but uh yeah it's it's shorter Alex actually told me to change it to chalk online dot com I would see that it's more branded but I just don't like the word online I would just if you do that then I would take Jim Ryan and just point it to your instagram yeah redirect it yeah yeah yeah for sure all right ladies and gentlemen I'll see you guys next week thank you so much