September 24, 2024 • 42 mins
Want to know the secrets behind creating viral podcast clips for social media?
In this episode, we break down everything you need to know about crafting standout video podcast clips for platforms like YouTube Shorts, TikTok, Instagram, and LinkedIn.
Join as we discuss:
Connect with us:
Benji: https://www.linkedin.com/in/benji-block/
James: https://www.linkedin.com/in/jamescarbary/
In this episode, we break down everything you need to know about crafting standout video podcast clips for platforms like YouTube Shorts, TikTok, Instagram, and LinkedIn.
Join as we discuss:
- Key insights from studying the top 50 video podcasts posting clips across social platforms.
- The types of clips that capture attention and drive engagement.
- 10 examples from top shows that are nailing their short-form video strategy.
Connect with us:
Benji: https://www.linkedin.com/in/benji-block/
James: https://www.linkedin.com/in/jamescarbary/
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
I studied the top fifty video podcasts posting clips to
their show on YouTube, shorts, Instagram, reels, TikTok, and LinkedIn
so that you don't have to and if you're curious
about the secrets to creating podcast clips for a video
show that stands out on social we're going to break
it all down with examples in this episode.
Speaker 2 (00:24):
So, Benji, we've been doing a ton of research the
last two or three months ahead of our first ever
State of Video Podcasts, and I am really excited we're
going to be releasing it in October. But as we've
been doing that research, this page has really been leading
the charge on the research for the state of video podcasting.
(00:46):
You have also been looking at the shorts pulled from
video podcasts. Obviously, this is part of our service. This
is what we do for our clients, and so in
you leading that team now trying to level up the
clips that we're producing for our clients, you're like, Okay, well,
let's go look at what the best in the world
(01:07):
are doing with their clips, and so you dived into
some of these shows, started taking notes, and the ten
examples you've got today I think are are really incredible.
But there are some caveats before we get into these
that I want to make sure that we touch on,
So go over what some of these caveats are.
Speaker 1 (01:29):
Yes, So the more I dug into it, I started
to notice a few things. Even the biggest podcasts in
the world. We're talking like when you get to Diary
of a CEO or the Flagrant podcast, those channels are
testing out running their clips or their shorts on a
completely separate channel and linking to it on YouTube. And
(01:52):
then they're just running a bunch of clips on like
a TikTok channel that all are obviously very self promotional,
and they're just trying a ton, so they're posting a
lot which this will that'll come up again in this episode.
I think we need to talk more about the number
of clips that we're posting. The other caveat, though, is
if you're looking to basically go viral or just as
much reach as possible with a short, you're probably not
(02:15):
going to get it from a podcast clip. There's a
couple examples in here where it's like, oh, you can
see why this clip popped off. But a lot of
what I want to point out here is like aesthetics,
it's the way that they edited down what you can
tell was a bigger conversation into sixty seconds or less.
So when we think about a shorts strategy, we can't
think that a video podcast does everything for us on
(02:38):
social I think it fills a massive hole that many
companies and brands have, which is they're not personality led.
They don't have a core pillar content piece like a
podcast that is giving them regular content that's not super
self promotional. So it fills a very specific hole. But
like what you see work on shorts, if you're just
creating a short for a channel, a lot of times
(02:59):
it's like very scripted, it's filmed in multiple locations, it's
someone holding the phone. We all know, we've all seen
those clips that are running specific series. So we got
to call that out at the top. Now, it matters
a lot that you use clips, that you use shorts
as a promotional strategy for your podcast, because it drives
traffic back and it gets people familiar with you before
(03:20):
they commit to a forty five minute episode or a
thirty minute episode, or a two hour episode in the
case of some of these shows. So any questions on
those caveats or thoughts on that or pushback that you
might have.
Speaker 2 (03:31):
I like that you call out the podcast clip likely
not going to be the thing that goes viral.
Speaker 3 (03:37):
We could, but it could.
Speaker 2 (03:39):
I mean, you have here if it's amazing story, famous guest,
Hilarry's hook, but the idea here of you know, you
think about this, I think about this on YouTube, and
it's like video podcast episodes on YouTube are not typically
the ones that pop off.
Speaker 3 (03:55):
It's like YouTube is.
Speaker 2 (03:57):
Very contingent on the algorithm, and what the algorithm wants
is watch time, and we don't talk in ways that
perform well in shorts. So that's why scripted shorts tend
to be the ones that are more more likely to
pop off. So I do like that caveat.
Speaker 1 (04:16):
I mean, really quick, think about the list, amazing story,
famous guest, hilarious hook, those three. How often would businesses
reject all of those? So as a company, you'd have
to get to a place with your podcast where you're
comfortable going. This clip satisfies no business objective. This is
purely top of funnel. But this is why you would
(04:38):
say you got to have different metrics for your video
podcasts than you do for your product videos. You're not
driving the same end result. But the only way that
you're going to fall in love with someone's personality is
if you showcase personality, and one of the best ways
to do that is in clips. So even testing clips
where someone fumbles over their words, they have a funny
moment on set. The those moments create potential virality because
(05:03):
it's a human moment, and amazing stories that are unrelated
to work but are interesting on the podcast could endear
people to your show. So that's huge for business podcasts
to realize is you by sucking all that out by
in the editing process and post production saying we got
to cut all the ums and ahs, you're making yourself
(05:23):
seem less and less authentic, and it's actually shooting yourself
in the foot. So we saw this over and over again.
I saw this over and over again as I as
I was doing this work, and I knew.
Speaker 3 (05:33):
It before, but this continued to confirm it.
Speaker 1 (05:35):
So we have ten examples I want to carry us
into this and we'll just watch them and then after
you and I can just say what we noticed about it,
why we feel like it is such a good clip.
Speaker 4 (05:48):
So it feels like the fear is AI is going
to replace us. We've gotten here faster than I really
thought we were going to get here.
Speaker 3 (05:55):
Yeah.
Speaker 4 (05:55):
The answer is we can get replaced in the context
that if audiences are ok with it, if audience don't
care that it's me sitting here or you sitting here,
then yeah, if you're a good enough creative company, you
can just pump out a lot of stories. As a consumer,
I don't really want to watch AI generated content, But
I think if there was a daily podcast hosted by
(06:15):
an AI voice and written by AI and I could
barely tell, I'd probably listen to it.
Speaker 3 (06:20):
I don't know if I would listen to it. I
guess it if you didn't. If the utility is there,
then I might listen to it.
Speaker 4 (06:25):
My hope is that they would clarify to me that, like,
the person I'm listening to is an AI voice, But
like it's going to be hard to know.
Speaker 3 (06:32):
YouTube's gonna turn into a whole different place. Maybe maybe
I don't know a.
Speaker 1 (06:37):
Few things that I notice, and these are some of
these are small things that I notice, but like when
they're objecting to each other later in the club, like,
woul you listen to the AI voice? Would you not
listen to the AI voice. They're zooming in on his
face extra they're getting this like compelling co hosts back
and forth going and he even at one point fumbles
over his words and doesn't say the right thing, and
(06:58):
they just left it in because it was just a
good moment of him working out his thoughts on this
great way of showcasing it and then good use of
b role. It's not it's very tasteful. It's like just
enough to showcase AI. They had a moment in there
where they're like, this is AI little things, but it's not, again,
very taste.
Speaker 3 (07:18):
At the top.
Speaker 2 (07:19):
It's not the boring corporate b roll footage that we
all see of guy shaking hand in front of in
front of a conference table.
Speaker 3 (07:28):
Yeah, tasteful is the right word for it.
Speaker 2 (07:29):
All right, So you mentioned the zooming in when the
hosts are disagreeing, but I just want to talk about
the fact that the hosts are disagreeing. That that element
makes clips work so much better. And that's why we
talk about co host chemistry being real. If you're just
doing interview in the interview based show where you're talking
to a new guest every single time, you're probably just
(07:52):
meeting that person and you.
Speaker 3 (07:53):
Good luck disagreeing with you genuinely.
Speaker 2 (07:55):
Yeah, good luck genuinely disagreeing with them. And so the
fact that they're even disagree I want to call out.
Obviously the edit of the zooming in when they're disagreeing
adds to like, it raises the stakes a little bit
and it makes you feel something.
Speaker 1 (08:09):
They also don't really use music in this, so it
feels more just like a conversation, and then they use
slight sound effects so like, oh I put something in
all as like a little swoosh or whatever. But we
overthink a lot of times, like the elements that we
add to it. I'll save some of my thoughts on
that for a later video, But I like how again
how tasteful this was, and the disagreement again it builds
(08:29):
tension and kind of makes you consider where you would
land in the bay. Do agree with Colin or Smeir?
Speaker 5 (08:34):
Yep.
Speaker 6 (08:35):
There's really three ways that they seed influencers. So the
first one is if they're trying to reach a celebrity,
they find the influencers that the celebrity follows, and so
by doing that, then they see those influencers knowing that
if they could get them to post it, then it'll
reach the celebrities.
Speaker 3 (08:48):
Super smart.
Speaker 6 (08:49):
The next is seeding the actual celebrity. That's an obvious one.
Trying to find whether it's their manager or finding their
address and getting the product to them. That's obviously a
long shot. It's much harder. But here's the third one,
which is really clever, and this is how they got
product into Lizo's hands. This is true story. You see
people in their circle. They found Lizo's hairdresser, and they
seeded the hairdresser, and then the hairdresser then got it
to Lizo. There's Lizo with trusts.
Speaker 1 (09:11):
They should have probably led this clip with the Lizo statement,
but this clip is smart for a couple reasons, and
you'll see this over and over again in some of
the other clips I chose. Their use of b roll
distracts you a little bit from the fact that it's
a podcast and they're telling you a story that they
can shrink down. So back end editing thing here that
(09:34):
I'm aware of that you're not going to notice if
you're just watching this and you've never edited a video.
They can shrink down what's being covered, and it's probably
really choppy. Behind the scenes, they cut his sentences down,
but because of the b roll, you can get the
full story. You can get all three of his points
in really succinctly, and you can still showcase co hosts
(09:55):
agreeing with each other hearing the story. You have that
dynamic of the co hosts agreeing, like.
Speaker 2 (10:00):
The back and forth of being able to see one
host on screen and then it transitioning from one host
to another host to both hosts on screen at the
same time. I also think it's really smart, and this
goes back to writing the coattails of brands and personalities.
The fact that Lizo is a part of this video.
I guarantee you made this way more interesting for people,
(10:20):
which is going to get it more exposure in the algorithm.
Speaker 5 (10:22):
Yeah.
Speaker 1 (10:23):
Other thing to call out on this, which I've had
this question posed at me a few times, should we
be putting logos on micro videos and best practice like
maybe a year ago was don't do that. I started
seeing Tim Ferris and Ryan Holiday, which I don't think
either of them are in these clips, but massive podcasters
who do this. They started putting their name kind of
(10:43):
like what I have in the bottom corner here on
their clips, and they would make it faint, like fifty
percent transparency, so that if someone else steals their clip
and puts it like, it's still watermarked. And people have
just been experimenting more and more with this, and so
now I'm seeing logos which in this layout sweat equities
cut off. Obviously on TikTok it's not, but that idea
(11:03):
is played with a bunch my first.
Speaker 3 (11:05):
Millions doing it.
Speaker 1 (11:06):
They even have the HubSpot logo on some of their clips,
so it's okay if you want to throw a logo on.
That's another way of brand reinforcement. They did like highlight
words that are important in their captions. They keep their
captions really simple, but that's their little tasteful thing caption
in blue when it's important or interesting. And then their
angles are changing pretty often.
Speaker 2 (11:26):
I think I was counting. I think it's every three
seconds they transition.
Speaker 1 (11:31):
Which maybe we should say this here. The tactic of
changing every three seconds is only good if the story
or the thing that you're saying is good. So like
a lot of what I'm highlighting, all the words should
change colors, or you want to add tasteful b roll
with this background and whatever, none of that really matters
(11:52):
if what you're saying is not interesting, And a lot
of times we fall into the tactic trap where it's like, well,
is music the best practice or no music? And it's like, well,
is what you're saying good over the music or otherwise
it's not gonna matter.
Speaker 2 (12:03):
And that's why the pre production matters, right, the planning
of what the actual episode is going to be, baking
in what stories are we going to tell, Putting in
thought to the substance to the stories that you're telling
makes all this stuff work.
Speaker 1 (12:17):
I feel for this video editor because the Lizzo line
is the best hook, but a lot of times you
don't know how to get that hook front loaded because
of the way the person said it. And so this
is a good example of if you were to ask
the host, hey, could you after this is over restate
your three points but start with Lizzo, that would be
a better way to make this potentially go more viral
(12:39):
or for more people to engage with it. All right,
let's go to the next one here. This is the
fantasy footballers. Unfortunately, this does not give me a fantasy
football advantage, and.
Speaker 7 (12:48):
Because so many people listen to it, But here we go,
who do you want on your team, like at ADP
right now, are you are you wanting to draft Deonta Johnson.
He's the water she here for forty two you know
in the eighth round.
Speaker 3 (13:01):
Do you want that?
Speaker 7 (13:01):
Or Here's my.
Speaker 8 (13:02):
Problem with Deontay is that the Adam Thalen is still there,
like Adam Thieleen was a target hog last season. Yeah,
and this is not like we as fantasy managers, we
swap one dude for another dude in our lamps, right,
we take deal out and we put Deontay Johnson in
because that's how we manage our teams.
Speaker 3 (13:18):
They don't do that at the NFL.
Speaker 1 (13:19):
Okay, here's why I like this one. This is so
simple and I want to nerd out on small small things.
Speaker 7 (13:25):
One.
Speaker 1 (13:25):
The content speaks for itself. If people are interested in
these football players, they are going to watch it. There's
no like people obsess over captions. This is the most
simple caption you could possibly have, and then the most
simple B role you could possibly have. So if you're
in business, I'm going to insert this here. The more
B role, the more creative your edit, the more chance
(13:47):
someone thinks it's an AD.
Speaker 3 (13:50):
And we've gone.
Speaker 1 (13:51):
To an extreme in what I've seen from clips on
specifically LinkedIn where it's like because the content's kind of boring.
The edit is in s we're.
Speaker 3 (14:00):
Trying to make up.
Speaker 1 (14:01):
Have you noticed that, Like the captions are like behind
your head and the words are like the opacity is
all jacked up, and like they're doing all these flying
motions and stuff, and like none of that gets past
the fact that the clip itself is not very good.
So this is really simple. They took out all the commas,
they took out all the punctuation. I don't know why
it just disappeared, but it's very very simple, and it's
(14:24):
straight to the like, this is what you wanted, is
you just want to know about Adam Feelen.
Speaker 2 (14:29):
And the other thing here exceptionally high quality video. So
they're captured in a studio, in a studio the set.
I love that you can see good chunk of the
set in the background of these clips. It's a signal
that these guys are taking seriously this show. These are
not two guys in their mom's basement that are doing
(14:49):
a fantasy football podcast.
Speaker 1 (14:50):
Clearly this builds out the whole thing. There's personality on
the table even of like things that they like.
Speaker 2 (14:57):
Triggers like you got to think how someone's coming across
this In the feed. You see those little things and
you may not even realize that you're noticing it, but
you're like, oh, this is I want to go check
these guys out. I should probably follow them because these
guys take this seriously and I like their takes.
Speaker 1 (15:12):
Okay, I promise these are not all sports ones. I
just happen to put two sports one back to back.
So here's a Bill Simmons one, and it drives home
a similar point. Watch this and it's really interesting for
a couple of things we've already mentioned.
Speaker 3 (15:24):
The Clayer is over. It seems like the right move
for him. So I think he'll thrive. You think he'll thrive.
I don't know if I'll go thrive.
Speaker 9 (15:31):
You're more bullish than I am.
Speaker 7 (15:33):
He shoots forty two percent from three and gives you
eighteen points a game.
Speaker 3 (15:39):
Would you consider that thriving.
Speaker 9 (15:40):
I think that guy's gone. He's going to be a
complimentary player. It's not going to be I just think
he's moving into that Ray Allen twenty thirteen heat stage. Yeah,
he might be out there in crunch time. I don't
think he's going to be in eighteen points a game.
Guy turns thirty five in February.
Speaker 3 (15:55):
I mean he averaged seventeen point nine. You don't think
you can give you eighteen.
Speaker 9 (15:59):
I would think twelve to fifteen would be the twelve easy.
The advanced stats with him weren't great. I think that
was one of the reasons they weren't, like, exactly devastated
to lose him.
Speaker 3 (16:09):
Okay, they're disagreeing, you've already pointed that out. We don't.
We could just double down on that alone.
Speaker 1 (16:15):
Bill Simmons has all of his Boston Yes Championship gear
hanging in the background. So even though he has a
guest on whose background's pretty plain, he's the host, so
he's driving home all of the things that you already
love about him. Font super simple, almost no additives, really
simple back and forth and just let the dialogue, let
the conversation drive on its own. One of the biggest,
(16:38):
if not the biggest sports podcasts in the world, YEP.
Speaker 2 (16:40):
And it's remote recorded as much as we're advocates for
in person recording. And you can see that the difference
in the quality of the clip. Obviously the video quality
is lower. Obviously they're recording on riverside or zoom or
something like that.
Speaker 3 (16:53):
But it still works.
Speaker 1 (16:54):
And he I mean because he's a part of the
Ringer and the Ringers, you know, a huge part of Spotify's.
He goes to Ringer studios and they'll record in person
content like co hosted content sometimes, and then this is
his home studio. So that's the other thing to be
thinking about, is like you could have a shot at
home that's like, here's my kind of personality, and then
(17:14):
you go into a studio for some co hosted commentary.
There's ways to do both remote interview style stuff. Even
I know you love Galloway. What Scott Galloway and he
talks about how he's like, I am never with Kara Swisher.
I'm always in a different place, and that's why he
loves podcasting. He'll take the hit on YouTube because he's like,
I'm just I like travel. So knowing what you like
(17:36):
and then setting up for success. But the clip again,
very very simple. So I'm going to get into some
more complicated ones in a minute, but I thought it
would be smart to just show you it's not all
about how intense the edit is. And if you look
at the velocity of number of clips being posted by
a channel like this. I mean, he is just posting
(17:57):
all the time. It's probably the daily show, right, it's
not daily, but he does like three hours multiple times
a week, so and he's has multiple people on those shows,
so there's just a lot that you can cut from it.
Speaker 2 (18:06):
And they're not probably I would imagine, overly concerned about
timing the clip to go out in perfect conjunction with
when the episode went live.
Speaker 1 (18:15):
Doesn't really matter well, and I would say it with
some sports podcasts obviously, it would like you'd want the
Fantasy Footballers ones to go live before the Fantasy football draft,
if someone was considering those two people, or like Klay
Thompson at the end of basketball season, they're probably talking
about what's he going to be like next year in Dallas.
But the thinking of your back content, some people I
(18:36):
think are holding a gold mine of content like you
have from live events or previous podcast episodes that maybe
you're like, what do we do.
Speaker 3 (18:43):
With all this video?
Speaker 1 (18:44):
Even if you just had someone go through it and
be like, we're going to do the basic captions, but
we're going to look for compelling moments. We're going to
look for arguments between these people or something that could
be a hot take. We're going to front load the
hook and then literally run it through like a cap
cut type caption edit. Those clips work, and there's a
reason why you see a lot of captions that look
the same. Will also show you some ones that don't
(19:07):
look anything like this. So all right, let's keep going.
Here's my first million. I already called out the fact
that they have two logos on there, the HubSpot and
that one, but check this one out.
Speaker 10 (19:14):
I watched Rocky last night, and I watched all of
his old introviews from the nineteen seventies. He's being in everybody,
this guy. They offered you money for this, like a
lot of money for this. How much they offer you?
Speaker 3 (19:22):
He goes, well, first offered me about.
Speaker 10 (19:23):
One hundred thousand, but like you go away, We will
go get Burt Reynolds to be Rocky, Like, we don't
need you to be Rocky. We like the script, and
he's like, no, I only want to give you this
script if I'm going to be Rocky. The final offer
was two hundred and sixty five thousand dollars, but you're
not Rocky. How did you say no? When you had
one hundred and six dollars in the bank. Is it's
not that hard to say no to money when you
never had money. You don't even know what money is.
If you've never ridden in a Rolls Royce, you don't
(19:45):
mind bumping around in a Volkswagen. It's all you know,
he goes. I didn't have a frame of reference for that.
But you know what, the money never mattered, he goes.
I would have done this whole thing for a doughnut
and a tune of fish sandwich. The money meant nothing.
It was always about the opportunity. I think of myself
as a creative person. I didn't want to wake up
and fifty years old and realize that I'm this creative
person who's never done anything creative.
Speaker 3 (20:03):
That would be terrible. I'd be living a lie. It
would kill me. They're just they're telling a great story.
Speaker 2 (20:08):
Everybody loves Rocky, everybody knows Rocky again, going back to
writing the coattails of talking about big people and big brands,
and Sean is an incredible storyteller, so obviously it's superpower.
They didn't have to do a whole lot of editing
on that. But good Bee roll throughout. It's obvious what
that be role is going to be. If he's talking
about Rocky the movie, it's a bunch of you know,
(20:29):
it's it's it's Sylvester Solon and scenes from the movie
and and so Yeah. I also really like the larger
captions centered right there, and the contrast between the white
and the brand color. I also like that you can
see his mic flag. I didn't actually know we could
get mic flags.
Speaker 3 (20:47):
It's interesting.
Speaker 1 (20:48):
I was actually going to call that out too, like
mike flags aren't that popular these days because of the
mics that everybody's using.
Speaker 3 (20:53):
But apparently he's make them for this seven B.
Speaker 1 (20:57):
One thing my First million does strategically is the angle
of the camera they've done. They've tested so many things
because they wanted to be a big podcast, but they
wanted to be big on YouTube. So if you're looking
to do that kind of cross platform work, you should
go watch their transformation of their sets where they are
recording in different locations than each other as co hosts,
but they painted the wall behind them the same color,
(21:20):
or they got them a similar lamp, and then they
moved their cameras down, so the camera when Sean is
looking at his camera. It's like in the center of
his computer screen essentially, so you're not looking past what
you're reading or whatever your content is. In this case,
you do see him reference his notes to his side,
but that's how you get a shot. This good is
(21:41):
the fact that he's not looking up into a webcam.
He's looking at a more natural height. So it's such
a small thing. Again, this isn't going to get you
a bunch of views if you get your camera angle right.
You got to tell a good story. But it's fun now.
And then to peel back the curtain, go oh. They
also do this right, and they're doing a lot to
grow on YouTube. Good call out, and then they do
a lot of transition like lens flares and that sort
(22:04):
of thing between host to b roll back to host.
You hear the co hosts in the background. They didn't
really cut him into this clip. But again variety there, yep,
all right, next one here. This is Jay Shetty's podcast.
Speaker 5 (22:18):
And I think we equate grace to weakness. We think
if I'm kind to myself, then that's weakness. And actually
I found that guilt blocks.
Speaker 3 (22:28):
Growth for sure. That guilt doesn't make you growth.
Speaker 5 (22:32):
Now, guilt can maybe make you feel bad for a
second and push you in the right direction, but over
a sustained period of time, guilt will drain you totally.
And so I think grace does what guilt can't. It
says I'm going to give some space to where I'm
at so that i can get back on the horse,
Whereas if I just guilt myself, I'm going to keep
pushing myself down into the ground, I'll never get back up.
Speaker 1 (22:54):
I've talked to a lot of brands who are afraid
about like punctuation, even in micro videos. There's nothing going
on in here, one word on the screen. It's the
most simpletant and a clip like this, if edited by
the wrong editor, has really emotional music behind it, and
it's like pulling and it's like a zoom in on
jay I can I can imagine making that edit earlier
(23:15):
in my career, even like knowing how I would have
positioned it. This is the opposite talking about a subject
like grace and use it just using the clip itself,
one word on the screen at a time, multiple camera
angles and letting him do the talking and just be
a good communicator speaks for itself. The most simple clip
you could create and this you could pump out. I
(23:36):
mean from this episode alone, if he's saying content like this,
you probably have.
Speaker 3 (23:40):
Like eight videos in there.
Speaker 10 (23:41):
Yeah.
Speaker 3 (23:41):
Yeah.
Speaker 2 (23:42):
The set is also really dynamic here, so they go
back and forth between him and her even though she's
not speaking, she's just affirming what he's saying. And in
the cut between both of those you see how elaborate
the set is, which again is just a signal that
they're taking the seriously of this show is something I
should probably go check out more of because they've obviously
(24:02):
been new.
Speaker 3 (24:03):
In this a while because they take it so seriously.
Speaker 2 (24:05):
So again, he's a really good communicator also, so that
cannot be downplayed. It's why media training, host training matters,
your co host selection for your show when we're talking
about these B to B shows matters. And he's obviously
a world class communicator, best selling author, you know all
the things. You're not going to have that just sitting
(24:27):
down in three cubicles down, but try your best to
get really great communicators and folks that can storytelling well.
Speaker 1 (24:36):
But interesting takeaway from Jay would also be he's doing
an interview style show. This clip is of him, which
means he actually has a thought on the topic. That
and if you're new to podcasting and you do an
interview style show, one of the reasons why we don't
think it's optimal is because it's way harder unless you
(24:56):
have lots of reps to sit across the table from
someone who you invited on your show and your spotlighting
in that episode and then go, hey, I'm going to
take time, even though it's totally fair you invited him
onto your show, training that to go. You have two minutes,
you tell a story, you'd be interesting as a host.
Most people don't have it. They don't have a bank
(25:17):
of stories, they don't have something to share. And this
is obviously him going, well, I'm also building my thing.
I'm having people on that I find interesting, but I
also have thoughts about this stuff.
Speaker 3 (25:27):
So that's what really separates Rogan in my opinion. Oh yeah,
that is not even an interview show. That is a
conversation Joe. Yeah, all right.
Speaker 11 (25:35):
Next one, This Google AI ad has Olympic watchers feeling disturbed.
If you've watched the Olympics in the past week, you've
probably seen this ad featuring a dad using it. It's
Gemini chatbot to help his daughter write a fan letter
to one of her favorite olympians. But what was intended
to be viewed as inspiring actually came off as quite
the opposite. A lot of youer see the commercial as
(25:56):
a tone deaf warning about how AI is sucking the
humanity out of things that should be heartfelt and handwritten.
People on Reddit called out the dad for lazy parenting,
while others wrote think pieces about how dystopian it all
felt to outsource what could have been a moment of
connection with your child to a chatbot.
Speaker 3 (26:12):
What do you notice about that one right away?
Speaker 2 (26:15):
The first reaction, honestly is a negative one because here
it is so clearly scripted.
Speaker 3 (26:21):
So had they not had that cut in.
Speaker 2 (26:24):
With him literally looking down at his computer reading, I
would have just thought, oh, that's a great short. I
wouldn't have necessarily known it was from a podcast. But
when they cut in and he's just straight up looking
down and I've actually listened to this show, the entire
show is basically them just reading a script.
Speaker 3 (26:40):
I actually kind of liked the show. I like the
stories they cover.
Speaker 2 (26:44):
Yeah, and they're obviously putting in a lot of thought
to script it, so their takes I think are good
because they're putting in thought. They just need to work
on the delivery of that content, being more conversational based
on notes as opposed to scriptwriting.
Speaker 1 (26:58):
I go back and forth on what because I definitely
get what you're saying. When you cut to him and
he's looking at his computer, it's a little weird. It's
if you call it out this way. You don't know
this as a podcast until like thirty five seconds in.
So there is a way to edit a clip if
the story's good enough where the b roll. This is
a more intense, labor intensive edit and the work on
(27:20):
this because they're actually pulling Google and AI clips. That's
harder to do, but it hides the fact that he's
reading while he's saying it, and it gives you a
better delivery. So they're accomplishing something where it's like, we
know this will be tight, we know this will be
a shareable on social we know we're giving away news.
It's also a podcast and we don't have to re record,
so there's a push and pull there. I think they
(27:42):
will have hooked most people by the time that it
gets to him reading from a computer, and then they go, oh,
this is a news podcast of some kind. I'll go
find it. Maybe they look up and see that little
MB morning Er logo. But I like the variety here
of the fact that they are doing the exact opposite
of earlier clips where it's like, this is Bill Simmons
(28:02):
on a podcast. It's like, you wouldn't know this is
a podcast till forty seconds in because it's giving you
a valuable story that seems extremely tight. Ye, so could
like it could be annoyed by the fact that he's
reading from a computer.
Speaker 3 (28:15):
It's still a great clip. It is He's got room
from Ruba. Yep, yep. All right, next one, So you're
born in North Korea?
Speaker 11 (28:22):
Yeah?
Speaker 3 (28:23):
Are you going there? On the next door? They don't
do comedy shows.
Speaker 4 (28:25):
There, Dave.
Speaker 2 (28:25):
I think that's a thing in North Korea.
Speaker 5 (28:27):
I knew about comedy, but in comedy they have to
glorify the dictators.
Speaker 3 (28:32):
So I was like so shocked.
Speaker 12 (28:34):
In America, people can make fun of everything for themselves
or anything.
Speaker 6 (28:38):
Yeah, well, there's a dinner that they have every year
where you make fun of the president and the president
has to be there and then get made fun of
it in front of everybody.
Speaker 2 (28:45):
Then crazy she's like in shock and they don't get executed.
Speaker 3 (28:54):
The payoff on this clip is awesome.
Speaker 1 (28:58):
If you go look up Flagrant and you search my
most popular she is like almost all of their most
popular clips because there's so many moments where they were
just asking her funny questions and she was so willing
to engage with them. And it also happened like right
after some COVID stuff, so it just ended up popping off.
But I like this because the edit's really simple, it's funny,
(29:19):
it's light, and then also the pop ups are just
like really again simple easy. The dictator thing is funny
and it just here's a little pang file right over
your thing. And then their set is he invested a
lot in his set as well.
Speaker 2 (29:33):
But it's obvious too with the co host to commented
that they're doing like they're obviously they can bring on
a guest, but then they can also just banter amongst themselves.
Speaker 3 (29:43):
They have like four co hosts plus of guests.
Speaker 2 (29:45):
Yes, and that level of camaraderie that they share between
that many people, there's always somebody's always in their comedians,
so somebody's always got something funny to add. But it
feels like you're a fly on the wall of a
conversation amongst friends. And that's one thing I think we
miss so much in B to B. We have a
(30:07):
stick shoved so far off our butts whenever we're filming
B to B content because we've got to be polished
and professional.
Speaker 3 (30:14):
And when you look at shows like this, clips like this, it's.
Speaker 1 (30:18):
And this is what you're competing against. Yeah, that's the problem.
Is I get it if you're on LinkedIn and you're
like nervous to break company culture, I still think you should,
but I get it more there once you realize you're
swimming in a sea of like they're swiping past your
video to get to this.
Speaker 3 (30:35):
What would you make to compete with that?
Speaker 1 (30:38):
And you're not going to compete with that in some
settings because you just aren't doing funny topics. But all
the more reason to play into amazing stories, funny moments
on your podcast and let those things build personality.
Speaker 2 (30:50):
My first million is a fantastic example of that. They're
talking about business topics, they've the show is so personality led,
and they're doing a fantastic stick job of doing that.
So flagrant for business content, I would say is my
first medium.
Speaker 1 (31:05):
If you're going to do interviews in any way, maybe
it is roundtable of people that you're normally doing it
with and then throw in a new person. So I
see some other comedy shows do that as well. All right,
we have two more. The next one is prof G
which I know you like. This is the most edited
of any of the clips.
Speaker 12 (31:24):
The greatest skill you can develop, whether you would want
your kids to have, is storytelling. It's tapping into people's emotions,
like how do you make someone feel something? If you're young,
find your medium and then say I'm going to be
the top one percent? Are you good on TikTok? Get
a smartphone, start editing, and every day make small iterations
and changes and commit to being this great storyteller. And
(31:44):
the wonderful thing is about these mediums in the economy
and these technologies is you can be a great storyteller anywhere,
from any background and from any location.
Speaker 3 (31:53):
Whatever it is.
Speaker 12 (31:53):
But think about it, what emotions do you want people
to feel? And then every day it's just hand to
hand combat.
Speaker 1 (31:58):
Whoever did that edit is advance. It's like the words
on the screen. The fact that what he's saying about
storytelling is already compelling. I don't even it doesn't matter
that he's talking on a podcast to someone else. This
feels like a monologue type clip that takes so much
freaking work.
Speaker 2 (32:16):
Yeah, but it's the little things too, like when he
talks about editing and the sound changes and it moves
over into what looks like a premiere file. I mean that,
the little subtleties of that man. Yeah, are you watching
that clip because of the substance of what he's saying,
(32:36):
which is good.
Speaker 3 (32:38):
It's also compelling because of.
Speaker 2 (32:40):
Visually, Yeah, visually, it's just stunning. And so when you
can marry those two together, oh my god.
Speaker 3 (32:46):
Here would be the practical takeaway for this one.
Speaker 1 (32:48):
I think what I would do to try to pull
this off is I would focus more on the full
length video and editing up that podcast. So if he
talks about story telling in the full length edit, and
you were able to edit that portion of the full
length video almost like you would a micro video, you
cut down on time, and it's actually somebody with like
(33:09):
a good eye where they could add things in that
would make it feel like almost like a feature film,
and then you can take that and trim it down.
You wouldn't obviously have words on the screen, but it
changes the way you edit. Most people I know are
like full length video editor goes here, micro video editor
goes here. I like the idea of find someone who's
awesome at full length video, have them edit up your
(33:31):
podcast to like being like a premium product. If you can,
like a monologue video that pops off on YouTube, what
if you could do that for a full length podcast.
It's a lot harder, but if you do that, you
can imagine it's easier to turn that into clips that
would actually work from a show. So that's not what
he's doing here, but that was one of my takeaways
that I would try to edit the full length video
(33:53):
in a way that's compelling to keep someone interested. I
actually think Jay Claus is good at that, where the
whole video is pretty compelling. It's probably easier for them
to make clips out of that because of the time
they take on it. All right, let's go last one.
All in podcast. I love this show me too.
Speaker 13 (34:08):
You can tell when Buffett has gotten disengaged with a
company based on the number of times he mentions it
in his annual letter. This is the number of times
Apple was mentioned he went from basically saying Apple was
the absolute end all and be all, and it's gone
from basically a bunch of times to almost none. What's
interesting about that is the last time that that happened
(34:29):
was with drum Roll Wells Fargo. Over fifteen and twenty years,
Buffett built up a huge position until he realized that
that company was not really one of his forever stocks,
and the number of times it was mentioned in his
letter went to zero. So I think this buffet index
is a really important one for Apple, which is it
went from a forever holding that he said he would
(34:49):
own forever to barely getting mentioned. Unfortunately, it speaks for
a very bad next five to ten years for this
company unless they figure something out.
Speaker 1 (34:57):
Okay, small thing you might not notice in this one,
but they do this format in almost all their clips,
and they do it on purpose because it makes him
on top. They're recording on Zoom, so they're going as
simple as possible for editing. But when you bring that
into Premiere, if you can make his box half the size,
(35:17):
it makes the overall video quality look higher than it
actually is. So it's just a kind of dumb trick.
They also have a slide show that they use in
all of their podcast episodes, so when they're talking about
a story, they have screenshots. This is the easiest possible
way to edit that. So if you had a presentation
or a webinar or a thing that you were trying
to cut content from and you had a slide deck,
(35:38):
this is the best way to do that, like slide
on bottom, person on top, slide over when you need to.
Speaker 2 (35:43):
So this show, for me is the reason getting your
subject matter experts and your executives involved as the on
air personalities is so important. Four billionaires, Yeah, they're three
billionaires and a centim Millionaireeah.
Speaker 3 (35:58):
Yeah, so that.
Speaker 2 (36:00):
These guys have genuine, non obvious insights like what you
just heard in that Like I would have never thought
to correlate the number of times at Warren Buffett said
a certain company's name and look at the performance of
that company over time, basically like that, right, Like the
substance of what is being said, is it a non
(36:20):
obvious insight or is this what we call a captain
obvious insight? And in B to b Land we are
littered with captain obvious insights that everyone else is already saying,
and we somehow think because we're saying it, it's going
to hit different. No, like having experts on air that
are living in the trenches. You being able to nerd
(36:40):
out on the nuances of these video clips are because
you are in it and you are thinking about this stuff.
Yourself and your subject matter expertise is shining so bright
in the content we're filming right now because you are
in it.
Speaker 3 (36:56):
Yeah.
Speaker 1 (36:56):
The other thing too, is they're okay with a lot
of heavy disagreement that most people would just be uncomfortable with.
Speaker 3 (37:05):
And part of that is because they're already straight up
like make fun of each other. Oh yeah, yeah.
Speaker 1 (37:11):
So it creates an environment where you want to listen
because you're going to resonate with different people depending on
your perspective.
Speaker 3 (37:17):
So I the clip again.
Speaker 1 (37:20):
Hopefully what you get from these ten very They vary
drastically in the amount of time it would take to
make a clip like this. The overall strategy is to
make more of them. I wrote some rules for video podcasts,
and these are mine. You can make your own. My
first rule is make more of them. My second is
(37:41):
do not overthink them. Too Many companies are overthinking the
clips they're making and they're not testing more things. So
if you have long form content, you might as well
get some reps in a podcast is a great way
to do that. Three is, most of the time use
less vie role. I think that's another like barrier to entry.
How how clean does this clip look? And we try
(38:03):
to make it shinier than it needs to be instead
of allowing just the thing that the person is saying
shine through for itself. For focus on camera shifts between hosts.
This is a practical easy one, but you saw on
all of these clips they're showcasing the fact that they
have multiple hosts, they're showcasing the fact that it's a podcast.
They're playing into that. Very few are going the other way.
So my rule would be I'm going to focus less
(38:25):
on all this other stuff and focus more on like
who are the co hosts? Can I show their dynamic
in these clips? Lead with a strong hook of whatever
that one person's saying, and then show how they agreed
or disagreed for the rest of it. And then number
six aim for less cuts, more genuine moments stories. I
used to cut out every little thing. Most of these
clips are not doing that unless they're hiding it behind Broules,
(38:46):
So I would be more focused on the person genuinely
getting the information through. And if you have a producer
on set for your show, I would invite them to
tell someone to restate something if they need to, or
film them saying it again if you absolutely need to
make it more succinct, but you want it to be
genuine with less like choppy between all the words.
Speaker 2 (39:06):
How are you coaching your team on actual clip selection?
Because that's one thing that we just kind of gloss
over because we're actually watching the post producing clip. But
these clips obviously were clipped from something and the creative
decision that it took to go here's this hour long conversation,
Bill Simmons, here's this three hour long conversation. I've got
(39:27):
to now boil it down to the very tight segment
of this.
Speaker 1 (39:31):
Sports is the worst actually for this, I didn't pick
a clip that I thought, but the hot takes in
sports taken out of context go viral, and I think
people do that kind of on purpose, but like it
lacks the nuance of what they're actually saying, so you
end up with these weird takes because it's so trimmed down.
I think the main thing if you want to fast
forward your clip selection in it from a video podcast,
(39:56):
the first thing I would do is what's the best
story that was told in this whole thing? And don't
think you have to start where the person started their story,
frontloaded with the best sentence that they said, the most
provocative sentence, the most compelling. A lot of times in
LinkedIn copywriting, they'll tell you write your whole post and
then take your last line and make it your first line.
Similar in micro videos, where we often think a lot
(40:19):
about how are we going to conclude the thing we're
saying right now? So can you find in the case
of that Sweat Equity clip, could you have frontloaded the
lizo thing to the beginning? And so we do that
now when we're doing clip selection. If we know halfway
through was the most compelling sentence, we'll bring that to
the beginning to get people more engaged with that content earlier.
Speaker 2 (40:38):
So we're pressing into our research roundup segment to close
out today's episode. I hope you've gotten a ton of
value from these ten clips that we just broke down
and BINGI six rules, but closing it out with some
research that are kind of bringing to the forefront what
we're seeing and what we're learning in marketing and media
(41:00):
the intersection there you said here in the stats that
we're calling out today, Benji, Even though marketers almost unanimously
believe in the importance of video, many still seem to
have difficulties when it comes to execution. Well, yeah, because
this crap is hard. Adoption looks set to expand, with
almost seventy percent of current non users planning to use
(41:23):
video in twenty twenty four, Eighty five percent of video
marketers plan to maintain or increase spending on video in
twenty twenty four. Ninety percent of video marketers say video
has helped them increase brand awareness. Eighty seven percent of
video marketers say video has directly increased sales.
Speaker 3 (41:42):
Is this coming from Hubspots report? Is this I believe?
Speaker 12 (41:45):
So?
Speaker 3 (41:46):
Yeah, this was info.
Speaker 1 (41:47):
This was data that page on our team who runs
our newsletter helped pull. But I just thought this was
like showing the overall growth in video. And if you
look at the end, eighty seven percent of consumers say
video quality impacts their trust in brands. That I wanted
to end with that one specifically, So, yes, we want
to increase our overall spending.
Speaker 3 (42:07):
We want to increase all of that. I think we
know in twenty twenty four.
Speaker 1 (42:11):
But then you have to, like as a brand, realize
the quality of your overall content speaks volumes, and if
you're going to do personality led content, I think, like
during COVID, it was just get people on camera because
we're in a remote first environment. Now the way you
differentiate is have quality things. You're saying, people that have
true expertise, and also try to get them somewhere where
(42:32):
they can record quality content.
Speaker 3 (42:35):
All right, that's it, y'all. We are out
I studied the top fifty video podcasts posting clips to
their show on YouTube, shorts, Instagram, reels, TikTok, and LinkedIn
so that you don't have to and if you're curious
about the secrets to creating podcast clips for a video
show that stands out on social we're going to break
it all down with examples in this episode.
Speaker 2 (00:24):
So, Benji, we've been doing a ton of research the
last two or three months ahead of our first ever
State of Video Podcasts, and I am really excited we're
going to be releasing it in October. But as we've
been doing that research, this page has really been leading
the charge on the research for the state of video podcasting.
(00:46):
You have also been looking at the shorts pulled from
video podcasts. Obviously, this is part of our service. This
is what we do for our clients, and so in
you leading that team now trying to level up the
clips that we're producing for our clients, you're like, Okay, well,
let's go look at what the best in the world
(01:07):
are doing with their clips, and so you dived into
some of these shows, started taking notes, and the ten
examples you've got today I think are are really incredible.
But there are some caveats before we get into these
that I want to make sure that we touch on,
So go over what some of these caveats are.
Speaker 1 (01:29):
Yes, So the more I dug into it, I started
to notice a few things. Even the biggest podcasts in
the world. We're talking like when you get to Diary
of a CEO or the Flagrant podcast, those channels are
testing out running their clips or their shorts on a
completely separate channel and linking to it on YouTube. And
(01:52):
then they're just running a bunch of clips on like
a TikTok channel that all are obviously very self promotional,
and they're just trying a ton, so they're posting a
lot which this will that'll come up again in this episode.
I think we need to talk more about the number
of clips that we're posting. The other caveat, though, is
if you're looking to basically go viral or just as
much reach as possible with a short, you're probably not
(02:15):
going to get it from a podcast clip. There's a
couple examples in here where it's like, oh, you can
see why this clip popped off. But a lot of
what I want to point out here is like aesthetics,
it's the way that they edited down what you can
tell was a bigger conversation into sixty seconds or less.
So when we think about a shorts strategy, we can't
think that a video podcast does everything for us on
(02:38):
social I think it fills a massive hole that many
companies and brands have, which is they're not personality led.
They don't have a core pillar content piece like a
podcast that is giving them regular content that's not super
self promotional. So it fills a very specific hole. But
like what you see work on shorts, if you're just
creating a short for a channel, a lot of times
(02:59):
it's like very scripted, it's filmed in multiple locations, it's
someone holding the phone. We all know, we've all seen
those clips that are running specific series. So we got
to call that out at the top. Now, it matters
a lot that you use clips, that you use shorts
as a promotional strategy for your podcast, because it drives
traffic back and it gets people familiar with you before
(03:20):
they commit to a forty five minute episode or a
thirty minute episode, or a two hour episode in the
case of some of these shows. So any questions on
those caveats or thoughts on that or pushback that you
might have.
Speaker 2 (03:31):
I like that you call out the podcast clip likely
not going to be the thing that goes viral.
Speaker 3 (03:37):
We could, but it could.
Speaker 2 (03:39):
I mean, you have here if it's amazing story, famous guest,
Hilarry's hook, but the idea here of you know, you
think about this, I think about this on YouTube, and
it's like video podcast episodes on YouTube are not typically
the ones that pop off.
Speaker 3 (03:55):
It's like YouTube is.
Speaker 2 (03:57):
Very contingent on the algorithm, and what the algorithm wants
is watch time, and we don't talk in ways that
perform well in shorts. So that's why scripted shorts tend
to be the ones that are more more likely to
pop off. So I do like that caveat.
Speaker 1 (04:16):
I mean, really quick, think about the list, amazing story,
famous guest, hilarious hook, those three. How often would businesses
reject all of those? So as a company, you'd have
to get to a place with your podcast where you're
comfortable going. This clip satisfies no business objective. This is
purely top of funnel. But this is why you would
(04:38):
say you got to have different metrics for your video
podcasts than you do for your product videos. You're not
driving the same end result. But the only way that
you're going to fall in love with someone's personality is
if you showcase personality, and one of the best ways
to do that is in clips. So even testing clips
where someone fumbles over their words, they have a funny
moment on set. The those moments create potential virality because
(05:03):
it's a human moment, and amazing stories that are unrelated
to work but are interesting on the podcast could endear
people to your show. So that's huge for business podcasts
to realize is you by sucking all that out by
in the editing process and post production saying we got
to cut all the ums and ahs, you're making yourself
(05:23):
seem less and less authentic, and it's actually shooting yourself
in the foot. So we saw this over and over again.
I saw this over and over again as I as
I was doing this work, and I knew.
Speaker 3 (05:33):
It before, but this continued to confirm it.
Speaker 1 (05:35):
So we have ten examples I want to carry us
into this and we'll just watch them and then after
you and I can just say what we noticed about it,
why we feel like it is such a good clip.
Speaker 4 (05:48):
So it feels like the fear is AI is going
to replace us. We've gotten here faster than I really
thought we were going to get here.
Speaker 3 (05:55):
Yeah.
Speaker 4 (05:55):
The answer is we can get replaced in the context
that if audiences are ok with it, if audience don't
care that it's me sitting here or you sitting here,
then yeah, if you're a good enough creative company, you
can just pump out a lot of stories. As a consumer,
I don't really want to watch AI generated content, But
I think if there was a daily podcast hosted by
(06:15):
an AI voice and written by AI and I could
barely tell, I'd probably listen to it.
Speaker 3 (06:20):
I don't know if I would listen to it. I
guess it if you didn't. If the utility is there,
then I might listen to it.
Speaker 4 (06:25):
My hope is that they would clarify to me that, like,
the person I'm listening to is an AI voice, But
like it's going to be hard to know.
Speaker 3 (06:32):
YouTube's gonna turn into a whole different place. Maybe maybe
I don't know a.
Speaker 1 (06:37):
Few things that I notice, and these are some of
these are small things that I notice, but like when
they're objecting to each other later in the club, like,
woul you listen to the AI voice? Would you not
listen to the AI voice. They're zooming in on his
face extra they're getting this like compelling co hosts back
and forth going and he even at one point fumbles
over his words and doesn't say the right thing, and
(06:58):
they just left it in because it was just a
good moment of him working out his thoughts on this
great way of showcasing it and then good use of
b role. It's not it's very tasteful. It's like just
enough to showcase AI. They had a moment in there
where they're like, this is AI little things, but it's not, again,
very taste.
Speaker 3 (07:18):
At the top.
Speaker 2 (07:19):
It's not the boring corporate b roll footage that we
all see of guy shaking hand in front of in
front of a conference table.
Speaker 3 (07:28):
Yeah, tasteful is the right word for it.
Speaker 2 (07:29):
All right, So you mentioned the zooming in when the
hosts are disagreeing, but I just want to talk about
the fact that the hosts are disagreeing. That that element
makes clips work so much better. And that's why we
talk about co host chemistry being real. If you're just
doing interview in the interview based show where you're talking
to a new guest every single time, you're probably just
(07:52):
meeting that person and you.
Speaker 3 (07:53):
Good luck disagreeing with you genuinely.
Speaker 2 (07:55):
Yeah, good luck genuinely disagreeing with them. And so the
fact that they're even disagree I want to call out.
Obviously the edit of the zooming in when they're disagreeing
adds to like, it raises the stakes a little bit
and it makes you feel something.
Speaker 1 (08:09):
They also don't really use music in this, so it
feels more just like a conversation, and then they use
slight sound effects so like, oh I put something in
all as like a little swoosh or whatever. But we
overthink a lot of times, like the elements that we
add to it. I'll save some of my thoughts on
that for a later video, But I like how again
how tasteful this was, and the disagreement again it builds
(08:29):
tension and kind of makes you consider where you would
land in the bay. Do agree with Colin or Smeir?
Speaker 5 (08:34):
Yep.
Speaker 6 (08:35):
There's really three ways that they seed influencers. So the
first one is if they're trying to reach a celebrity,
they find the influencers that the celebrity follows, and so
by doing that, then they see those influencers knowing that
if they could get them to post it, then it'll
reach the celebrities.
Speaker 3 (08:48):
Super smart.
Speaker 6 (08:49):
The next is seeding the actual celebrity. That's an obvious one.
Trying to find whether it's their manager or finding their
address and getting the product to them. That's obviously a
long shot. It's much harder. But here's the third one,
which is really clever, and this is how they got
product into Lizo's hands. This is true story. You see
people in their circle. They found Lizo's hairdresser, and they
seeded the hairdresser, and then the hairdresser then got it
to Lizo. There's Lizo with trusts.
Speaker 1 (09:11):
They should have probably led this clip with the Lizo statement,
but this clip is smart for a couple reasons, and
you'll see this over and over again in some of
the other clips I chose. Their use of b roll
distracts you a little bit from the fact that it's
a podcast and they're telling you a story that they
can shrink down. So back end editing thing here that
(09:34):
I'm aware of that you're not going to notice if
you're just watching this and you've never edited a video.
They can shrink down what's being covered, and it's probably
really choppy. Behind the scenes, they cut his sentences down,
but because of the b roll, you can get the
full story. You can get all three of his points
in really succinctly, and you can still showcase co hosts
(09:55):
agreeing with each other hearing the story. You have that
dynamic of the co hosts agreeing, like.
Speaker 2 (10:00):
The back and forth of being able to see one
host on screen and then it transitioning from one host
to another host to both hosts on screen at the
same time. I also think it's really smart, and this
goes back to writing the coattails of brands and personalities.
The fact that Lizo is a part of this video.
I guarantee you made this way more interesting for people,
(10:20):
which is going to get it more exposure in the algorithm.
Speaker 5 (10:22):
Yeah.
Speaker 1 (10:23):
Other thing to call out on this, which I've had
this question posed at me a few times, should we
be putting logos on micro videos and best practice like
maybe a year ago was don't do that. I started
seeing Tim Ferris and Ryan Holiday, which I don't think
either of them are in these clips, but massive podcasters
who do this. They started putting their name kind of
(10:43):
like what I have in the bottom corner here on
their clips, and they would make it faint, like fifty
percent transparency, so that if someone else steals their clip
and puts it like, it's still watermarked. And people have
just been experimenting more and more with this, and so
now I'm seeing logos which in this layout sweat equities
cut off. Obviously on TikTok it's not, but that idea
(11:03):
is played with a bunch my first.
Speaker 3 (11:05):
Millions doing it.
Speaker 1 (11:06):
They even have the HubSpot logo on some of their clips,
so it's okay if you want to throw a logo on.
That's another way of brand reinforcement. They did like highlight
words that are important in their captions. They keep their
captions really simple, but that's their little tasteful thing caption
in blue when it's important or interesting. And then their
angles are changing pretty often.
Speaker 2 (11:26):
I think I was counting. I think it's every three
seconds they transition.
Speaker 1 (11:31):
Which maybe we should say this here. The tactic of
changing every three seconds is only good if the story
or the thing that you're saying is good. So like
a lot of what I'm highlighting, all the words should
change colors, or you want to add tasteful b roll
with this background and whatever, none of that really matters
(11:52):
if what you're saying is not interesting, And a lot
of times we fall into the tactic trap where it's like, well,
is music the best practice or no music? And it's like, well,
is what you're saying good over the music or otherwise
it's not gonna matter.
Speaker 2 (12:03):
And that's why the pre production matters, right, the planning
of what the actual episode is going to be, baking
in what stories are we going to tell, Putting in
thought to the substance to the stories that you're telling
makes all this stuff work.
Speaker 1 (12:17):
I feel for this video editor because the Lizzo line
is the best hook, but a lot of times you
don't know how to get that hook front loaded because
of the way the person said it. And so this
is a good example of if you were to ask
the host, hey, could you after this is over restate
your three points but start with Lizzo, that would be
a better way to make this potentially go more viral
(12:39):
or for more people to engage with it. All right,
let's go to the next one here. This is the
fantasy footballers. Unfortunately, this does not give me a fantasy
football advantage, and.
Speaker 7 (12:48):
Because so many people listen to it, But here we go,
who do you want on your team, like at ADP
right now, are you are you wanting to draft Deonta Johnson.
He's the water she here for forty two you know
in the eighth round.
Speaker 3 (13:01):
Do you want that?
Speaker 7 (13:01):
Or Here's my.
Speaker 8 (13:02):
Problem with Deontay is that the Adam Thalen is still there,
like Adam Thieleen was a target hog last season. Yeah,
and this is not like we as fantasy managers, we
swap one dude for another dude in our lamps, right,
we take deal out and we put Deontay Johnson in
because that's how we manage our teams.
Speaker 3 (13:18):
They don't do that at the NFL.
Speaker 1 (13:19):
Okay, here's why I like this one. This is so
simple and I want to nerd out on small small things.
Speaker 7 (13:25):
One.
Speaker 1 (13:25):
The content speaks for itself. If people are interested in
these football players, they are going to watch it. There's
no like people obsess over captions. This is the most
simple caption you could possibly have, and then the most
simple B role you could possibly have. So if you're
in business, I'm going to insert this here. The more
B role, the more creative your edit, the more chance
(13:47):
someone thinks it's an AD.
Speaker 3 (13:50):
And we've gone.
Speaker 1 (13:51):
To an extreme in what I've seen from clips on
specifically LinkedIn where it's like because the content's kind of boring.
The edit is in s we're.
Speaker 3 (14:00):
Trying to make up.
Speaker 1 (14:01):
Have you noticed that, Like the captions are like behind
your head and the words are like the opacity is
all jacked up, and like they're doing all these flying
motions and stuff, and like none of that gets past
the fact that the clip itself is not very good.
So this is really simple. They took out all the commas,
they took out all the punctuation. I don't know why
it just disappeared, but it's very very simple, and it's
(14:24):
straight to the like, this is what you wanted, is
you just want to know about Adam Feelen.
Speaker 2 (14:29):
And the other thing here exceptionally high quality video. So
they're captured in a studio, in a studio the set.
I love that you can see good chunk of the
set in the background of these clips. It's a signal
that these guys are taking seriously this show. These are
not two guys in their mom's basement that are doing
(14:49):
a fantasy football podcast.
Speaker 1 (14:50):
Clearly this builds out the whole thing. There's personality on
the table even of like things that they like.
Speaker 2 (14:57):
Triggers like you got to think how someone's coming across
this In the feed. You see those little things and
you may not even realize that you're noticing it, but
you're like, oh, this is I want to go check
these guys out. I should probably follow them because these
guys take this seriously and I like their takes.
Speaker 1 (15:12):
Okay, I promise these are not all sports ones. I
just happen to put two sports one back to back.
So here's a Bill Simmons one, and it drives home
a similar point. Watch this and it's really interesting for
a couple of things we've already mentioned.
Speaker 3 (15:24):
The Clayer is over. It seems like the right move
for him. So I think he'll thrive. You think he'll thrive.
I don't know if I'll go thrive.
Speaker 9 (15:31):
You're more bullish than I am.
Speaker 7 (15:33):
He shoots forty two percent from three and gives you
eighteen points a game.
Speaker 3 (15:39):
Would you consider that thriving.
Speaker 9 (15:40):
I think that guy's gone. He's going to be a
complimentary player. It's not going to be I just think
he's moving into that Ray Allen twenty thirteen heat stage. Yeah,
he might be out there in crunch time. I don't
think he's going to be in eighteen points a game.
Guy turns thirty five in February.
Speaker 3 (15:55):
I mean he averaged seventeen point nine. You don't think
you can give you eighteen.
Speaker 9 (15:59):
I would think twelve to fifteen would be the twelve easy.
The advanced stats with him weren't great. I think that
was one of the reasons they weren't, like, exactly devastated
to lose him.
Speaker 3 (16:09):
Okay, they're disagreeing, you've already pointed that out. We don't.
We could just double down on that alone.
Speaker 1 (16:15):
Bill Simmons has all of his Boston Yes Championship gear
hanging in the background. So even though he has a
guest on whose background's pretty plain, he's the host, so
he's driving home all of the things that you already
love about him. Font super simple, almost no additives, really
simple back and forth and just let the dialogue, let
the conversation drive on its own. One of the biggest,
(16:38):
if not the biggest sports podcasts in the world, YEP.
Speaker 2 (16:40):
And it's remote recorded as much as we're advocates for
in person recording. And you can see that the difference
in the quality of the clip. Obviously the video quality
is lower. Obviously they're recording on riverside or zoom or
something like that.
Speaker 3 (16:53):
But it still works.
Speaker 1 (16:54):
And he I mean because he's a part of the
Ringer and the Ringers, you know, a huge part of Spotify's.
He goes to Ringer studios and they'll record in person
content like co hosted content sometimes, and then this is
his home studio. So that's the other thing to be
thinking about, is like you could have a shot at
home that's like, here's my kind of personality, and then
(17:14):
you go into a studio for some co hosted commentary.
There's ways to do both remote interview style stuff. Even
I know you love Galloway. What Scott Galloway and he
talks about how he's like, I am never with Kara Swisher.
I'm always in a different place, and that's why he
loves podcasting. He'll take the hit on YouTube because he's like,
I'm just I like travel. So knowing what you like
(17:36):
and then setting up for success. But the clip again,
very very simple. So I'm going to get into some
more complicated ones in a minute, but I thought it
would be smart to just show you it's not all
about how intense the edit is. And if you look
at the velocity of number of clips being posted by
a channel like this. I mean, he is just posting
(17:57):
all the time. It's probably the daily show, right, it's
not daily, but he does like three hours multiple times
a week, so and he's has multiple people on those shows,
so there's just a lot that you can cut from it.
Speaker 2 (18:06):
And they're not probably I would imagine, overly concerned about
timing the clip to go out in perfect conjunction with
when the episode went live.
Speaker 1 (18:15):
Doesn't really matter well, and I would say it with
some sports podcasts obviously, it would like you'd want the
Fantasy Footballers ones to go live before the Fantasy football draft,
if someone was considering those two people, or like Klay
Thompson at the end of basketball season, they're probably talking
about what's he going to be like next year in Dallas.
But the thinking of your back content, some people I
(18:36):
think are holding a gold mine of content like you
have from live events or previous podcast episodes that maybe
you're like, what do we do.
Speaker 3 (18:43):
With all this video?
Speaker 1 (18:44):
Even if you just had someone go through it and
be like, we're going to do the basic captions, but
we're going to look for compelling moments. We're going to
look for arguments between these people or something that could
be a hot take. We're going to front load the
hook and then literally run it through like a cap
cut type caption edit. Those clips work, and there's a
reason why you see a lot of captions that look
the same. Will also show you some ones that don't
(19:07):
look anything like this. So all right, let's keep going.
Here's my first million. I already called out the fact
that they have two logos on there, the HubSpot and
that one, but check this one out.
Speaker 10 (19:14):
I watched Rocky last night, and I watched all of
his old introviews from the nineteen seventies. He's being in everybody,
this guy. They offered you money for this, like a
lot of money for this. How much they offer you?
Speaker 3 (19:22):
He goes, well, first offered me about.
Speaker 10 (19:23):
One hundred thousand, but like you go away, We will
go get Burt Reynolds to be Rocky, Like, we don't
need you to be Rocky. We like the script, and
he's like, no, I only want to give you this
script if I'm going to be Rocky. The final offer
was two hundred and sixty five thousand dollars, but you're
not Rocky. How did you say no? When you had
one hundred and six dollars in the bank. Is it's
not that hard to say no to money when you
never had money. You don't even know what money is.
If you've never ridden in a Rolls Royce, you don't
(19:45):
mind bumping around in a Volkswagen. It's all you know,
he goes. I didn't have a frame of reference for that.
But you know what, the money never mattered, he goes.
I would have done this whole thing for a doughnut
and a tune of fish sandwich. The money meant nothing.
It was always about the opportunity. I think of myself
as a creative person. I didn't want to wake up
and fifty years old and realize that I'm this creative
person who's never done anything creative.
Speaker 3 (20:03):
That would be terrible. I'd be living a lie. It
would kill me. They're just they're telling a great story.
Speaker 2 (20:08):
Everybody loves Rocky, everybody knows Rocky again, going back to
writing the coattails of talking about big people and big brands,
and Sean is an incredible storyteller, so obviously it's superpower.
They didn't have to do a whole lot of editing
on that. But good Bee roll throughout. It's obvious what
that be role is going to be. If he's talking
about Rocky the movie, it's a bunch of you know,
(20:29):
it's it's it's Sylvester Solon and scenes from the movie
and and so Yeah. I also really like the larger
captions centered right there, and the contrast between the white
and the brand color. I also like that you can
see his mic flag. I didn't actually know we could
get mic flags.
Speaker 3 (20:47):
It's interesting.
Speaker 1 (20:48):
I was actually going to call that out too, like
mike flags aren't that popular these days because of the
mics that everybody's using.
Speaker 3 (20:53):
But apparently he's make them for this seven B.
Speaker 1 (20:57):
One thing my First million does strategically is the angle
of the camera they've done. They've tested so many things
because they wanted to be a big podcast, but they
wanted to be big on YouTube. So if you're looking
to do that kind of cross platform work, you should
go watch their transformation of their sets where they are
recording in different locations than each other as co hosts,
but they painted the wall behind them the same color,
(21:20):
or they got them a similar lamp, and then they
moved their cameras down, so the camera when Sean is
looking at his camera. It's like in the center of
his computer screen essentially, so you're not looking past what
you're reading or whatever your content is. In this case,
you do see him reference his notes to his side,
but that's how you get a shot. This good is
(21:41):
the fact that he's not looking up into a webcam.
He's looking at a more natural height. So it's such
a small thing. Again, this isn't going to get you
a bunch of views if you get your camera angle right.
You got to tell a good story. But it's fun now.
And then to peel back the curtain, go oh. They
also do this right, and they're doing a lot to
grow on YouTube. Good call out, and then they do
a lot of transition like lens flares and that sort
(22:04):
of thing between host to b roll back to host.
You hear the co hosts in the background. They didn't
really cut him into this clip. But again variety there, yep,
all right, next one here. This is Jay Shetty's podcast.
Speaker 5 (22:18):
And I think we equate grace to weakness. We think
if I'm kind to myself, then that's weakness. And actually
I found that guilt blocks.
Speaker 3 (22:28):
Growth for sure. That guilt doesn't make you growth.
Speaker 5 (22:32):
Now, guilt can maybe make you feel bad for a
second and push you in the right direction, but over
a sustained period of time, guilt will drain you totally.
And so I think grace does what guilt can't. It
says I'm going to give some space to where I'm
at so that i can get back on the horse,
Whereas if I just guilt myself, I'm going to keep
pushing myself down into the ground, I'll never get back up.
Speaker 1 (22:54):
I've talked to a lot of brands who are afraid
about like punctuation, even in micro videos. There's nothing going
on in here, one word on the screen. It's the
most simpletant and a clip like this, if edited by
the wrong editor, has really emotional music behind it, and
it's like pulling and it's like a zoom in on
jay I can I can imagine making that edit earlier
(23:15):
in my career, even like knowing how I would have
positioned it. This is the opposite talking about a subject
like grace and use it just using the clip itself,
one word on the screen at a time, multiple camera
angles and letting him do the talking and just be
a good communicator speaks for itself. The most simple clip
you could create and this you could pump out. I
(23:36):
mean from this episode alone, if he's saying content like this,
you probably have.
Speaker 3 (23:40):
Like eight videos in there.
Speaker 10 (23:41):
Yeah.
Speaker 3 (23:41):
Yeah.
Speaker 2 (23:42):
The set is also really dynamic here, so they go
back and forth between him and her even though she's
not speaking, she's just affirming what he's saying. And in
the cut between both of those you see how elaborate
the set is, which again is just a signal that
they're taking the seriously of this show is something I
should probably go check out more of because they've obviously
(24:02):
been new.
Speaker 3 (24:03):
In this a while because they take it so seriously.
Speaker 2 (24:05):
So again, he's a really good communicator also, so that
cannot be downplayed. It's why media training, host training matters,
your co host selection for your show when we're talking
about these B to B shows matters. And he's obviously
a world class communicator, best selling author, you know all
the things. You're not going to have that just sitting
(24:27):
down in three cubicles down, but try your best to
get really great communicators and folks that can storytelling well.
Speaker 1 (24:36):
But interesting takeaway from Jay would also be he's doing
an interview style show. This clip is of him, which
means he actually has a thought on the topic. That
and if you're new to podcasting and you do an
interview style show, one of the reasons why we don't
think it's optimal is because it's way harder unless you
(24:56):
have lots of reps to sit across the table from
someone who you invited on your show and your spotlighting
in that episode and then go, hey, I'm going to
take time, even though it's totally fair you invited him
onto your show, training that to go. You have two minutes,
you tell a story, you'd be interesting as a host.
Most people don't have it. They don't have a bank
(25:17):
of stories, they don't have something to share. And this
is obviously him going, well, I'm also building my thing.
I'm having people on that I find interesting, but I
also have thoughts about this stuff.
Speaker 3 (25:27):
So that's what really separates Rogan in my opinion. Oh yeah,
that is not even an interview show. That is a
conversation Joe. Yeah, all right.
Speaker 11 (25:35):
Next one, This Google AI ad has Olympic watchers feeling disturbed.
If you've watched the Olympics in the past week, you've
probably seen this ad featuring a dad using it. It's
Gemini chatbot to help his daughter write a fan letter
to one of her favorite olympians. But what was intended
to be viewed as inspiring actually came off as quite
the opposite. A lot of youer see the commercial as
(25:56):
a tone deaf warning about how AI is sucking the
humanity out of things that should be heartfelt and handwritten.
People on Reddit called out the dad for lazy parenting,
while others wrote think pieces about how dystopian it all
felt to outsource what could have been a moment of
connection with your child to a chatbot.
Speaker 3 (26:12):
What do you notice about that one right away?
Speaker 2 (26:15):
The first reaction, honestly is a negative one because here
it is so clearly scripted.
Speaker 3 (26:21):
So had they not had that cut in.
Speaker 2 (26:24):
With him literally looking down at his computer reading, I
would have just thought, oh, that's a great short. I
wouldn't have necessarily known it was from a podcast. But
when they cut in and he's just straight up looking
down and I've actually listened to this show, the entire
show is basically them just reading a script.
Speaker 3 (26:40):
I actually kind of liked the show. I like the
stories they cover.
Speaker 2 (26:44):
Yeah, and they're obviously putting in a lot of thought
to script it, so their takes I think are good
because they're putting in thought. They just need to work
on the delivery of that content, being more conversational based
on notes as opposed to scriptwriting.
Speaker 1 (26:58):
I go back and forth on what because I definitely
get what you're saying. When you cut to him and
he's looking at his computer, it's a little weird. It's
if you call it out this way. You don't know
this as a podcast until like thirty five seconds in.
So there is a way to edit a clip if
the story's good enough where the b roll. This is
a more intense, labor intensive edit and the work on
(27:20):
this because they're actually pulling Google and AI clips. That's
harder to do, but it hides the fact that he's
reading while he's saying it, and it gives you a
better delivery. So they're accomplishing something where it's like, we
know this will be tight, we know this will be
a shareable on social we know we're giving away news.
It's also a podcast and we don't have to re record,
so there's a push and pull there. I think they
(27:42):
will have hooked most people by the time that it
gets to him reading from a computer, and then they go, oh,
this is a news podcast of some kind. I'll go
find it. Maybe they look up and see that little
MB morning Er logo. But I like the variety here
of the fact that they are doing the exact opposite
of earlier clips where it's like, this is Bill Simmons
(28:02):
on a podcast. It's like, you wouldn't know this is
a podcast till forty seconds in because it's giving you
a valuable story that seems extremely tight. Ye, so could
like it could be annoyed by the fact that he's
reading from a computer.
Speaker 3 (28:15):
It's still a great clip. It is He's got room
from Ruba. Yep, yep. All right, next one, So you're
born in North Korea?
Speaker 11 (28:22):
Yeah?
Speaker 3 (28:23):
Are you going there? On the next door? They don't
do comedy shows.
Speaker 4 (28:25):
There, Dave.
Speaker 2 (28:25):
I think that's a thing in North Korea.
Speaker 5 (28:27):
I knew about comedy, but in comedy they have to
glorify the dictators.
Speaker 3 (28:32):
So I was like so shocked.
Speaker 12 (28:34):
In America, people can make fun of everything for themselves
or anything.
Speaker 6 (28:38):
Yeah, well, there's a dinner that they have every year
where you make fun of the president and the president
has to be there and then get made fun of
it in front of everybody.
Speaker 2 (28:45):
Then crazy she's like in shock and they don't get executed.
Speaker 3 (28:54):
The payoff on this clip is awesome.
Speaker 1 (28:58):
If you go look up Flagrant and you search my
most popular she is like almost all of their most
popular clips because there's so many moments where they were
just asking her funny questions and she was so willing
to engage with them. And it also happened like right
after some COVID stuff, so it just ended up popping off.
But I like this because the edit's really simple, it's funny,
(29:19):
it's light, and then also the pop ups are just
like really again simple easy. The dictator thing is funny
and it just here's a little pang file right over
your thing. And then their set is he invested a
lot in his set as well.
Speaker 2 (29:33):
But it's obvious too with the co host to commented
that they're doing like they're obviously they can bring on
a guest, but then they can also just banter amongst themselves.
Speaker 3 (29:43):
They have like four co hosts plus of guests.
Speaker 2 (29:45):
Yes, and that level of camaraderie that they share between
that many people, there's always somebody's always in their comedians,
so somebody's always got something funny to add. But it
feels like you're a fly on the wall of a
conversation amongst friends. And that's one thing I think we
miss so much in B to B. We have a
(30:07):
stick shoved so far off our butts whenever we're filming
B to B content because we've got to be polished
and professional.
Speaker 3 (30:14):
And when you look at shows like this, clips like this, it's.
Speaker 1 (30:18):
And this is what you're competing against. Yeah, that's the problem.
Is I get it if you're on LinkedIn and you're
like nervous to break company culture, I still think you should,
but I get it more there once you realize you're
swimming in a sea of like they're swiping past your
video to get to this.
Speaker 3 (30:35):
What would you make to compete with that?
Speaker 1 (30:38):
And you're not going to compete with that in some
settings because you just aren't doing funny topics. But all
the more reason to play into amazing stories, funny moments
on your podcast and let those things build personality.
Speaker 2 (30:50):
My first million is a fantastic example of that. They're
talking about business topics, they've the show is so personality led,
and they're doing a fantastic stick job of doing that.
So flagrant for business content, I would say is my
first medium.
Speaker 1 (31:05):
If you're going to do interviews in any way, maybe
it is roundtable of people that you're normally doing it
with and then throw in a new person. So I
see some other comedy shows do that as well. All right,
we have two more. The next one is prof G
which I know you like. This is the most edited
of any of the clips.
Speaker 12 (31:24):
The greatest skill you can develop, whether you would want
your kids to have, is storytelling. It's tapping into people's emotions,
like how do you make someone feel something? If you're young,
find your medium and then say I'm going to be
the top one percent? Are you good on TikTok? Get
a smartphone, start editing, and every day make small iterations
and changes and commit to being this great storyteller. And
(31:44):
the wonderful thing is about these mediums in the economy
and these technologies is you can be a great storyteller anywhere,
from any background and from any location.
Speaker 3 (31:53):
Whatever it is.
Speaker 12 (31:53):
But think about it, what emotions do you want people
to feel? And then every day it's just hand to
hand combat.
Speaker 1 (31:58):
Whoever did that edit is advance. It's like the words
on the screen. The fact that what he's saying about
storytelling is already compelling. I don't even it doesn't matter
that he's talking on a podcast to someone else. This
feels like a monologue type clip that takes so much
freaking work.
Speaker 2 (32:16):
Yeah, but it's the little things too, like when he
talks about editing and the sound changes and it moves
over into what looks like a premiere file. I mean that,
the little subtleties of that man. Yeah, are you watching
that clip because of the substance of what he's saying,
(32:36):
which is good.
Speaker 3 (32:38):
It's also compelling because of.
Speaker 2 (32:40):
Visually, Yeah, visually, it's just stunning. And so when you
can marry those two together, oh my god.
Speaker 3 (32:46):
Here would be the practical takeaway for this one.
Speaker 1 (32:48):
I think what I would do to try to pull
this off is I would focus more on the full
length video and editing up that podcast. So if he
talks about story telling in the full length edit, and
you were able to edit that portion of the full
length video almost like you would a micro video, you
cut down on time, and it's actually somebody with like
(33:09):
a good eye where they could add things in that
would make it feel like almost like a feature film,
and then you can take that and trim it down.
You wouldn't obviously have words on the screen, but it
changes the way you edit. Most people I know are
like full length video editor goes here, micro video editor
goes here. I like the idea of find someone who's
awesome at full length video, have them edit up your
(33:31):
podcast to like being like a premium product. If you can,
like a monologue video that pops off on YouTube, what
if you could do that for a full length podcast.
It's a lot harder, but if you do that, you
can imagine it's easier to turn that into clips that
would actually work from a show. So that's not what
he's doing here, but that was one of my takeaways
that I would try to edit the full length video
(33:53):
in a way that's compelling to keep someone interested. I
actually think Jay Claus is good at that, where the
whole video is pretty compelling. It's probably easier for them
to make clips out of that because of the time
they take on it. All right, let's go last one.
All in podcast. I love this show me too.
Speaker 13 (34:08):
You can tell when Buffett has gotten disengaged with a
company based on the number of times he mentions it
in his annual letter. This is the number of times
Apple was mentioned he went from basically saying Apple was
the absolute end all and be all, and it's gone
from basically a bunch of times to almost none. What's
interesting about that is the last time that that happened
(34:29):
was with drum Roll Wells Fargo. Over fifteen and twenty years,
Buffett built up a huge position until he realized that
that company was not really one of his forever stocks,
and the number of times it was mentioned in his
letter went to zero. So I think this buffet index
is a really important one for Apple, which is it
went from a forever holding that he said he would
(34:49):
own forever to barely getting mentioned. Unfortunately, it speaks for
a very bad next five to ten years for this
company unless they figure something out.
Speaker 1 (34:57):
Okay, small thing you might not notice in this one,
but they do this format in almost all their clips,
and they do it on purpose because it makes him
on top. They're recording on Zoom, so they're going as
simple as possible for editing. But when you bring that
into Premiere, if you can make his box half the size,
(35:17):
it makes the overall video quality look higher than it
actually is. So it's just a kind of dumb trick.
They also have a slide show that they use in
all of their podcast episodes, so when they're talking about
a story, they have screenshots. This is the easiest possible
way to edit that. So if you had a presentation
or a webinar or a thing that you were trying
to cut content from and you had a slide deck,
(35:38):
this is the best way to do that, like slide
on bottom, person on top, slide over when you need to.
Speaker 2 (35:43):
So this show, for me is the reason getting your
subject matter experts and your executives involved as the on
air personalities is so important. Four billionaires, Yeah, they're three
billionaires and a centim Millionaireeah.
Speaker 3 (35:58):
Yeah, so that.
Speaker 2 (36:00):
These guys have genuine, non obvious insights like what you
just heard in that Like I would have never thought
to correlate the number of times at Warren Buffett said
a certain company's name and look at the performance of
that company over time, basically like that, right, Like the
substance of what is being said, is it a non
(36:20):
obvious insight or is this what we call a captain
obvious insight? And in B to b Land we are
littered with captain obvious insights that everyone else is already saying,
and we somehow think because we're saying it, it's going
to hit different. No, like having experts on air that
are living in the trenches. You being able to nerd
(36:40):
out on the nuances of these video clips are because
you are in it and you are thinking about this stuff.
Yourself and your subject matter expertise is shining so bright
in the content we're filming right now because you are
in it.
Speaker 3 (36:56):
Yeah.
Speaker 1 (36:56):
The other thing too, is they're okay with a lot
of heavy disagreement that most people would just be uncomfortable with.
Speaker 3 (37:05):
And part of that is because they're already straight up
like make fun of each other. Oh yeah, yeah.
Speaker 1 (37:11):
So it creates an environment where you want to listen
because you're going to resonate with different people depending on
your perspective.
Speaker 3 (37:17):
So I the clip again.
Speaker 1 (37:20):
Hopefully what you get from these ten very They vary
drastically in the amount of time it would take to
make a clip like this. The overall strategy is to
make more of them. I wrote some rules for video podcasts,
and these are mine. You can make your own. My
first rule is make more of them. My second is
(37:41):
do not overthink them. Too Many companies are overthinking the
clips they're making and they're not testing more things. So
if you have long form content, you might as well
get some reps in a podcast is a great way
to do that. Three is, most of the time use
less vie role. I think that's another like barrier to entry.
How how clean does this clip look? And we try
(38:03):
to make it shinier than it needs to be instead
of allowing just the thing that the person is saying
shine through for itself. For focus on camera shifts between hosts.
This is a practical easy one, but you saw on
all of these clips they're showcasing the fact that they
have multiple hosts, they're showcasing the fact that it's a podcast.
They're playing into that. Very few are going the other way.
So my rule would be I'm going to focus less
(38:25):
on all this other stuff and focus more on like
who are the co hosts? Can I show their dynamic
in these clips? Lead with a strong hook of whatever
that one person's saying, and then show how they agreed
or disagreed for the rest of it. And then number
six aim for less cuts, more genuine moments stories. I
used to cut out every little thing. Most of these
clips are not doing that unless they're hiding it behind Broules,
(38:46):
So I would be more focused on the person genuinely
getting the information through. And if you have a producer
on set for your show, I would invite them to
tell someone to restate something if they need to, or
film them saying it again if you absolutely need to
make it more succinct, but you want it to be
genuine with less like choppy between all the words.
Speaker 2 (39:06):
How are you coaching your team on actual clip selection?
Because that's one thing that we just kind of gloss
over because we're actually watching the post producing clip. But
these clips obviously were clipped from something and the creative
decision that it took to go here's this hour long conversation,
Bill Simmons, here's this three hour long conversation. I've got
(39:27):
to now boil it down to the very tight segment
of this.
Speaker 1 (39:31):
Sports is the worst actually for this, I didn't pick
a clip that I thought, but the hot takes in
sports taken out of context go viral, and I think
people do that kind of on purpose, but like it
lacks the nuance of what they're actually saying, so you
end up with these weird takes because it's so trimmed down.
I think the main thing if you want to fast
forward your clip selection in it from a video podcast,
(39:56):
the first thing I would do is what's the best
story that was told in this whole thing? And don't
think you have to start where the person started their story,
frontloaded with the best sentence that they said, the most
provocative sentence, the most compelling. A lot of times in
LinkedIn copywriting, they'll tell you write your whole post and
then take your last line and make it your first line.
Similar in micro videos, where we often think a lot
(40:19):
about how are we going to conclude the thing we're
saying right now? So can you find in the case
of that Sweat Equity clip, could you have frontloaded the
lizo thing to the beginning? And so we do that
now when we're doing clip selection. If we know halfway
through was the most compelling sentence, we'll bring that to
the beginning to get people more engaged with that content earlier.
Speaker 2 (40:38):
So we're pressing into our research roundup segment to close
out today's episode. I hope you've gotten a ton of
value from these ten clips that we just broke down
and BINGI six rules, but closing it out with some
research that are kind of bringing to the forefront what
we're seeing and what we're learning in marketing and media
(41:00):
the intersection there you said here in the stats that
we're calling out today, Benji, Even though marketers almost unanimously
believe in the importance of video, many still seem to
have difficulties when it comes to execution. Well, yeah, because
this crap is hard. Adoption looks set to expand, with
almost seventy percent of current non users planning to use
(41:23):
video in twenty twenty four, Eighty five percent of video
marketers plan to maintain or increase spending on video in
twenty twenty four. Ninety percent of video marketers say video
has helped them increase brand awareness. Eighty seven percent of
video marketers say video has directly increased sales.
Speaker 3 (41:42):
Is this coming from Hubspots report? Is this I believe?
Speaker 12 (41:45):
So?
Speaker 3 (41:46):
Yeah, this was info.
Speaker 1 (41:47):
This was data that page on our team who runs
our newsletter helped pull. But I just thought this was
like showing the overall growth in video. And if you
look at the end, eighty seven percent of consumers say
video quality impacts their trust in brands. That I wanted
to end with that one specifically, So, yes, we want
to increase our overall spending.
Speaker 3 (42:07):
We want to increase all of that. I think we
know in twenty twenty four.
Speaker 1 (42:11):
But then you have to, like as a brand, realize
the quality of your overall content speaks volumes, and if
you're going to do personality led content, I think, like
during COVID, it was just get people on camera because
we're in a remote first environment. Now the way you
differentiate is have quality things. You're saying, people that have
true expertise, and also try to get them somewhere where
(42:32):
they can record quality content.
Speaker 3 (42:35):
All right, that's it, y'all. We are out
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