February 19, 2025 • 40 mins
🚀 Ready to take your business to the next level with video? In this episode of The Bold Blueprint, Claire sits down with Matt Hughes, aka the King of Video, to dive into the power of YouTube as a business growth tool. If you’ve been hesitant to hit ‘record’ or feel overwhelmed by content creation, this episode is packed with game-changing insights to help you start, stay consistent, and scale your brand with video.
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🔹 What You’ll Learn in This Episode: ✅ Why YouTube is a long-term business asset (not just another social platform) ✅ How to define your version of success with video marketing ✅ The key to consistent content creation (even when life gets busy!) ✅ Understanding analytics & engagement metrics to improve your videos ✅ The power of planning content ahead for stress-free filming ✅ Why you don’t need fancy equipment to get started ✅ Actionable tips to build confidence and stop overthinking
🔥 Matt’s biggest takeaway? Just start. Every expert was once a beginner, and the only way to improve is to take action. 🎬
✨ Ready to level up your business with video? Hit play and start your YouTube journey today!
📢 Loved this episode? Don’t forget to subscribe, share, and tag us on Instagram (@cs_bartlett & @realkingofvideo) with your biggest takeaway! 🚀
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:01):
Hello everyone and welcome to another episode of the Female Founders podcast.
Today I'm joined by Matt Hughes, the king of video.
And he's here to share with us all about the power of YouTube and why we shouldn't beignoring this as a powerful tool for our business.
So Matt, thank you so much for joining us today.
Thank you for having me on the Female Founders podcast.
(00:22):
I'm very delighted to be here representing the men.
Well, we're very pleased to have you.
So do you want to start by telling us how you became the king of video, how you found thisjourney and what's led you on this path so far?
sure.
So the truth about the king of video title is that the domain name was available.
(00:45):
There is a UFC fighter and an author that are both called Matt Hughes.
so being the sort of doing my research when it came to personal branding, I was like, I'mnever going to take a sportsman off of Google.
So what can I call myself in order to be, you know, to get to the top of Google and
(01:07):
I tongue in cheek sort of put in King of Video and I asked the group that I was part of atthe time, my mentors and everything, and I said, can I call myself the King of Video?
And they said, shut up and get on with it.
So I did exactly what I was told and I took that title.
Like most Kings, they steal the titles and I've kind of ran with it ever since.
But the backstory behind that is I didn't just decide, I didn't take a five pound courseand call myself the King of Video.
(01:34):
I actually ran a video company for seven years.
We traveled the world making video for tech companies and billion dollar companies rightthrough to one man bands and pretty much anyone that would pay his money to make video.
We started that in 2013.
So it's been 11 years, 11 years in video.
When I started that company, I'd never made a video before.
(01:55):
So it was really a fake it till you make it situation.
And now here I am helping businesses with YouTube.
Amazing.
So video is one of the most feared areas of marketing for sure.
People hate putting their face behind their brand, which is something that I push reallyhard actually, that people want to see who's behind the brand.
(02:18):
So what made you decide to set up that video business in the first place if you'd neversort of been in that space?
And how did that lead into YouTube specifically?
I set up the company because I was getting married in 2014 and we were looking for awedding film and we couldn't find anything that we really liked and then I asked a friend
(02:40):
of mine who had just been doing a media production degree if he'd ever filmed a weddingand he said, yeah, I filmed one this summer and he sent it to me and it was like a music
video.
It was the band Two Door Cinema Club was the track that he used and it was so fun.
It was so exciting.
I said to him, I was like,
(03:00):
what this is amazing what do you do this for a living or whatever and he was like no I'vefinished my degree now I'm just looking for a job in like Tesco or something and I said
forget about that let's start a video company so it really was at the time I was an ITcontractor so I was earning a good amount of money I had spare cash and and so I invested
around 20 grand in equipment over the next six months we we bought all the gear that weneeded he was the trained professional he didn't last very long in the business he thought
(03:29):
we were going to become
millionaires overnight, I'm sure many founders here could understand that situation, butit didn't quite work out like that.
So in the end, after about eight months, I got rid of him and I employed somebody else andwe continued for the for the next seven years.
And then in 2018, that guy left, my first employee left, and he started his own businessand took all my clients with him.
(03:55):
that was kind of kind of kind of a
pivotal period, right?
Really, I was like, well, what do I do now?
Do I continue in the direction that we are or do I just wrap it up and do somethingdifferent?
And I carried it on for a little while, but really what I understood that I loved wasvideo and training.
They're the two things I've always enjoyed, you know, training, mentoring, that kind ofthing.
(04:20):
And so I started doing that with video, Facebook lives, which, as you said, the theory ofvideo is very real when it comes to Facebook lives.
And then slowly realized that that was quite broad.
You if someone asked for a video person, a videographer or an editor or anything likethat, I got tagged in all of those things and I wasn't any of those things really.
I wanted to be the king of video, the mentor, you know.
(04:43):
So I decided on YouTube because I couldn't see anyone in my world that was helping peoplewith YouTube.
It was a platform that too many people were scared of because they think still, notthought, it's definitely still there.
is they think it takes loads of effort and it's something that's way out of reach forthem.
And actually that couldn't be further from the truth.
(05:05):
Actually, you just need to get started.
And once you get started, good things happen after that.
Yeah, I love that.
And I think I love also that you focused on Facebook lives in the beginning, because Ithink that's such a step for people that real celebration once they've got over that pain
point of the very first Facebook live.
And but when we talk about YouTube, for instance, I think a lot of business owners don'teven consider it as an option for them.
(05:30):
And when I've had conversations recently with people about YouTube, they say, you know, orsort of YouTube, the era of
huge success on YouTube is dead.
We've passed that.
So there's the huge successes on there now.
And if you launch anything now, you're never going to see real success.
(05:51):
What are your thoughts on that?
Well, I mean, it's your definition of success, right?
Like we often, when we talk about success, we, look at somebody else, see the success thatthey have, and they say, that must be my definition.
And that just couldn't be further from the truth either.
Like you actually, your success could be getting your first thousand pounds as a, as aservice provider in your own business.
(06:16):
That could be milestone number one, success metric number one.
or it could be getting to your first 100 subscribers on YouTube or your first 10,000views.
Like you've got to define what your own success looks like.
And it isn't a million subscribers.
If you aim for a million subscribers, I know people say like, what is it?
(06:36):
Shoot for the moon, you'll hit the stars or whatever it is.
I don't know what the phrase is, but like actually what about being realistic?
What if we said that my first milestone is a hundred subscribers.
and it's to get a sale as a direct result of YouTube.
What if we did that?
We can do that very quickly and achievably, achievably is a new word.
(06:57):
It's very achievable.
And we're not then focusing on other people's success metrics.
Cause the thing is I've known, know loads of creators now, I've met loads of YouTubers.
Not a single creator that I've met is happy with their current position.
And that might be that they've got to 10,000 subscribers and they now want to get to ahundred or they might go.
(07:17):
got to a million subscribers and they're like, well, I'll give you a great example.
A friend of mine is, he's got 1.7 million subscribers.
He's done that in two and a half years.
He's one of the speakers at Two Fest actually, and he makes smoothie videos.
So it's like a top down, you're looking at the smoothie and he's got this expensivesmoothie maker that it looks really satisfying when as he puts these blends in, it changes
(07:40):
color and stuff.
So he's got this 1.7 million subscribers, but he doesn't do any long form content.
It's all short form content.
It's like a minute long and he's trying to break into now long form content.
So his success metric, he's a full-time creator.
He's financially free because of his YouTube channel, but he's still got this now.
(08:01):
Now I want to do long form.
Now I want to do more in that arena.
So his success is his metric for success has changed.
So
So really what I'd say to people listening is like, what is your own definition of successright now?
And we're in a great position now.
I don't know when this will go out, but we're currently in the stage where we can plan for2025.
(08:25):
And so great opportunity to define your success metrics and see actually what is it thatyou want to aim for in the next 12 months.
Yeah, I love that.
It's so true that we get blinded so often by looking at everyone else and what otherpeople have achieved.
But the other thing that's really important to remember is we might be looking at someonewhere they've been working on their YouTube channel for two years, five years, 10 years.
(08:50):
And we're looking at them from like our day one and saying, God, you know, how are we evergoing to achieve that?
Well, if we stay consistent for two years, five years, 10 years, we might see the samesuccess.
unless you, know, everything is about instant gratification now, isn't it?
like you said about when you set up your original business, everybody's looking for thatquick win but they don't really exist.
(09:11):
It's about consistency and it's about showing up.
With YouTube there's so much conversation about online, on social media and how oftenyou're to post.
Is there like a specific amount that you should post to YouTube or is it really just aboutbeing consistent in whatever that looks like for you?
(09:32):
I mean, the truth is, the truth is the more you post, the more views and subscribers youwill get.
That is a fact.
I've seen plenty of people that are, I know a guy that's a magician who posts every dayand his stats consistently go up.
Everything on YouTube, there's a compounding effect.
Unless the views and subscribers are fake, there's generally a compounding effect.
(09:54):
So the more you do, the more your channel grows and the quicker it will grow.
But,
Posting video every day would be just completely overwhelming for sure, especially if it'sa long form piece of content.
So what I start with people in the programmes that I run is to just do one video a week.
One video a week is usually enough to make consistent progress.
(10:16):
If you repurpose that video, you can be quite relentless on the socials, on the otherplatforms as well.
We're often looking at strategies where we add in TikTok, YouTube Shorts, Instagram Reels,all that kind of stuff that
adds value to your overall video marketing strategy.
but yeah, it can be as easy and as simple as, as one video a week.
(10:38):
And again, I've got another person who was a speaker at my event last year and she went,she, I think she was on eight, eight to 10,000 by the time she got to tube fest, which was
in May this year, sorry, not last year this year.
And she's on just gone over a hundred thousand now.
in November, so that's six months and that really took her four years to get to thatpoint.
(11:01):
It's just this year has been the year where the compounding interest of everything she'sdone before, very inconsistently, very non-strategically, it's all come together now and
it's just taken off.
That's amazing.
And YouTube, if I'm correct, is quite an, I was going to say quite an easy platform, butit can be quite profitable just from YouTube itself, can't it?
(11:28):
So it can become a really integral income stream for a business.
Yeah, it can be, from YouTube monetization, but I would still say focus on youroff-platform activities.
And what I mean by that is you take a viewer, your ideal viewer that comes along andwatches your video, and you give them a next logical step.
So if they are watching your video all about how to be more productive and you're aproductivity coach, you might say, this is how you would set up this one thing.
(11:59):
And in my program,
I help you do the eight things that we've got.
And so they know subtly you're selling to them that actually I've got a program and thenmaybe towards the end or in the middle somewhere you say, if you want to check out that
program, the link is in the description.
So you're constantly telling people what to do next.
You might have lead magnets where you say, you know, if you need the 13 steps to gettingstarted on YouTube, head over to kingofvideo.co.uk and you'll find my 13 steps.
(12:27):
And you're just telling people all the time.
It's not selling as such, you're giving away your free beers or maybe you're telling themthat you've got a coaching program, but why would you not do that in your video
strategically to enable people to take the next logical step with you?
Because they're going to know like you or trust you.
And if they do, then they're going to want to know how they can work with you as well.
(12:51):
Yeah, I mean, well, that's what we do on all the other platforms, isn't it?
There always has to be a hook and a, you know, a next step and action for them to take.
So really, it is exactly the same.
It's just a different format of content, isn't it?
It's a video instead of...
And you know, the thing is a lot of the creators, mean, they don't think like businessowners.
That's why my event is business owners and creators, because a lot of the time theygenerate this huge audience because they love and they're passionate about the thing that
(13:16):
they're creating videos about.
And then they think, how can I make more money from this?
Whereas as business owners, we think straight away, like, how do we make money from thething that we're doing?
And we, know we, if we're going to put time and energy into something, it needs to have areturn for us.
So
we automatically start thinking about that.
So actually, if you're looking at someone that's got a million subscribers and you'relike, my God, that person is great.
(13:37):
They've got so many subscribers.
They might not be making a lot of money and you might be in a much better strategicposition with your 500 subscribers because those people are actually buying from you.
It's a massive shift in your perception of what makes a person successful on the platform.
Yeah, and I think we, we hang so much on number of followers, don't we?
(14:01):
Everybody looks at that as the level of success or financial stability or, you know, anyof those things really, but it really doesn't actually mean it's a vanity thing, isn't it?
The number of followers don't mean anything if none of them are truly engaged.
Yeah, it is a vanity metric.
I understand the phrase vanity metric and why people use it.
(14:22):
I like to call it valuable metrics because they do give you an indication of what'sworking, but it's like trying to lose weight.
If you just focus on how much you weigh, that's not the big story.
You look at the numbers, the measurements around your body, right?
What inches are coming off as you're losing weight and maybe gaining muscle as well.
(14:44):
So actually the valuable metric of views and subscribers is good combined with all of theother stuff that you should track to make sure that your YouTube channel is having an
effect.
And that one of those metrics is cash in the bank, know, or leads or sales or sales calls,proposals, all those kinds of things that come off the back of gaining all of this
(15:07):
attention over here and all these views, and then actually doing something with thoseviews.
Otherwise it is vanity then if you just if you're just doing it for the sake of views andsubscribers, then it is vanity.
Yes, of course.
So let's talk about metrics, because I think, again, this is a space that people getreally overwhelmed in, and they don't really understand.
Every platform has, you know, the overview of your account and numbers going up and downand on your view counts and things.
(15:34):
But how can we make sure that we're actually getting valuable information from thosenumbers?
Because it can tell you so much, like you mentioned earlier, about what works and whatdoesn't.
And you can test things out, test the algorithms.
But how can you
read those numbers so you get some actual value from them.
Well, I mean, it's just paying attention.
(15:54):
So so Google is a metrics platform.
So just like Google itself, you know, Google owns YouTube.
It's looking at where the views and where the views are, who's watching them, how longthey're watching the videos for, what the click through rate is from the thumbnails.
All of these things are measured and they are available to you in the YouTube studio.
(16:20):
So
In Joey's case, the guy with the smoothies, name's Joey and his channel is called Finitas.
Joey was the guy that sold the powders for the, he had an e-commerce business, he sold thepowders for the smoothie maker.
(16:41):
And his whole thing was about selling more powder.
He created a YouTube channel to sell more of the stuff and he maybe I should show people.
how to create smoothies with it, it would sell more of those things.
What it turned out as is that the process of making the smoothies was the thing that tookoff.
And what he did then is looked at the metrics and said, okay, I'm doing these videos overhere where I talk about powder.
(17:03):
I'm doing these videos where I'm showing the mixture and these ones are taking off.
So he paid attention to the metrics.
He listened to what the viewers wanted to watch and he made more of those things.
And I think a lot of the time,
We put all this content out there, but we don't look at like, well, OK, this one took off.
Why did this one take off?
(17:23):
What can I do that's similar to this one to go into my next one?
And you can only do that if you track it on a daily basis, really, and really dig intothose metrics.
Yeah, yeah, I think that's a good point.
Like you say, so often we get stuck in that rhythm of have to create content have to be,you know, consistent, just get something out, just get something out.
And we're not thinking about what our audience actually want, how we can actually addvalue.
(17:49):
Exactly.
It's purely about just getting something out.
And I think that can lose our authenticity in the power of our content, because then itbecomes really sort of watered down and not focused enough.
So
You're talking about potentially to start off with just that one video a week and that Ipresume would be best to be long form content.
(18:13):
Yeah, yeah, I think like, like I mentioned with Joey is he started in short form and isnow trying to break into long form.
It's much harder to do it that way because your audience is so used to you doing shortform.
some of the clients that I've worked with, I start them on short form because they are tooworried about long form.
It's a lot of big effort amount of effort in there and they're not that confident yet.
(18:37):
And so I say, okay, what about if we started with one minute videos on a daily basis?
And then we look to move into long form.
there is, it's not that I say no to short form as well.
and there's some, some clients I work with that are way ahead and they can produce twolong form pieces of content and five shorts every week.
(18:57):
And that's good because they've got a team to enable them to do that.
So, you know, whilst I'm saying one, one long form per week, there is strategies that sitbetween each, each end of those things.
it's really dependent on the business that I'm working with and their appetite for growthand then what their team looks like, all that kind of stuff.
there's no like one ring fits all.
(19:22):
It's taken a look at what you can actually commit to where you could say, well, if I didone video a week and I committed to that and maybe I filmed four of them once a month, so
I only have to do it once a month.
And then I published the next four over that week, over that month.
That sounds a little bit more manageable and achievable than perhaps doing a video everyday or a video every other day, which feels tough.
(19:47):
Yeah.
And I think with anything, the more you do it, actually, the easier it becomes.
and so just to clarify for everyone who's listening, by the way, a short form is sort oflike a reel, isn't it's like maybe 60 seconds.
And they're really short, easy digestible content.
And then the longer form are what sort of five minutes and
(20:09):
I say long form sort of five minutes plus like and and the difference is largely thatshort form is usually considered portrait mode rather than landscape for long form.
there's, know, even TikTok now allows you to do long form landscape, whether you turn yourphone around, they actually let you do up to 60 minutes now on TikTok, YouTube shorts are
(20:32):
now three minutes long, they used to be a minute long for a long time.
So all the platforms are kind of
Extending the the definitions of what those things are but as a broad a broad brush forthis that would say a one minute video portrait mode is shorts short form content and then
five to fifty minutes is what I recommend for my long form clients and that is inlandscape mode, so lying down horizontal
(21:00):
Yeah, yeah, that's a good point about the way that you have your phone.
But so if we said, you know, like you say, give yourself an hour, schedule an hour in yourdiary once a month, and create four or five minute videos.
In the beginning, you are going to be pressing stop and restarting a million times becauseyou trip over your words, the nerves are bad, but soon you'll be able to do that literally
(21:23):
in like 25 minutes, you'll just flow with it.
And it is just about and it's the same with absolutely anything.
The confidence isn't necessarily there in the beginning, because it's new, right, we needto start to feel comfortable in that space.
And I also think that's the same for the ideas.
So in the beginning, you're like, well, this is what I do.
(21:44):
And you know, I, I help people with confidence, for instance, how can I create five minutevideos every week on confidence, there's only so much I can talk about.
But again, I think
As you get into the flow of it, the ideas just come to you.
And just because you've spoken about one topic previously, you can just tweak it a littlebit.
(22:05):
It doesn't have to be wildly different every time, does it?
Yeah.
And the content from a planning perspective, it's really much more easy than you think.
At the start, it sounds more difficult because you've got to like, it's like having anempty piece of paper and you draw something.
It's like, what am I going to draw?
know?
(22:26):
So the way I deal with that is a couple of ways.
Firstly, I've got a content planner now and I need to put it somewhere for sale.
It's like, we're going to sell it for like a tenner or something.
So in Notion and it's the
content planner that we use, but it's like a table that you put in there and you add inthe titles of the things that you are thinking about.
And then there's a bit that says, what's what status is that?
(22:48):
So idea is where we start.
Then we go to, to be filmed and then editing whatever.
but I just use that now as my idea dump.
so anytime I think about an idea, I put in the title of what the idea is.
And then in the note section, I'll add in how I felt about it or what inspiration I hadfrom it.
Cause that's super important as well.
I might come off a client call and I'm super excited about something.
(23:10):
And then three weeks later, when I go to film, I'm like, what the hell was I thinking ofwith this title?
This is really weird.
So I tried to describe it a little bit more in detail.
then, so you can do that.
then, and what I get my clients to do at the first is I say, think about the 10 to 20questions your clients ask you the most.
Because not only are you creating content that you know your clients want answering, butalso,
(23:36):
It adds value to your business so that when they ask you those questions that you're sobored of answering over and over again, you can send them to a playlist.
They'll watch your playlist and they come back to you prepped with all the knowledge andactually a lot of the sales stuff that you would probably need to teach them in order to
go and buy from you.
So it's authority building.
(23:57):
It builds know, like and trust.
It adds value to your business.
All of those things just by answering those questions.
And if you did 10 to 20, that's almost six months worth of content.
And you don't need to think about generating new ideas if you've got that many ideasalready.
And then like you said, Claire, the variations of those things you could do straight awayafterwards, know, one person's confidence issue in one time is different to another
(24:23):
client's.
They've all they all bring their own baggage and their own experience and all that kind ofstuff.
so using your client's stories is how you tell the same story over and over again with
without saying the same thing.
And I've done that today because I talked about Joey, because he's in my mind, becausewe've just picked him as a speaker.
If you asked me six months ago or 12 months ago, well, I've not met Joey, I would have hada different example for you and we would talk about it in a different way.
(24:48):
So it's always fresh.
Don't assume that your clients or your viewers are well-versed in what makes your worldexist.
They're new to you.
They want to this story.
It's the same old stories over and over again.
And so you can just rinse and repeat them where possible.
Yeah, I love that.
(25:10):
And when we're talking about content and creation, you've mentioned earlier about theediting part of it.
And again, I think this is a space that people just think, I have no idea where to start.
And why felt like that when I launched the podcast, I'd never edited recordings before, Ididn't really know where to start.
So I had, you know, went through that nervous, what on earth am I going to do phase thenand I think it's exactly the same for YouTube videos.
(25:38):
In the beginning though, doesn't need to be over complicated, it?
No, no, and I described this because it's hard for me to describe it and remember what itwas like to be totally new to it.
But I talk about it from a cop.
Yeah, terrified.
Yeah.
I talk about it from a car point of view, because I'm not a car pass.
And as a man, think stereotypically, I'm supposed to be, but I'm not at all verytechnical, but not into cars.
(26:01):
And so when I open an engine and my bonnet and I've got the engine, it just looks like I'mlike, what the hell is in there?
Like, this just looks insane, you know.
But over time, then certainly that was when I first started and just like started todrive.
don't know if you remember, if you drive and you remember learning to drive, you have topress the pedals in a certain way and whatever.
You know, 20 years later of driving and having experience with cars, like I now drivewithout thinking about it.
(26:24):
It feels natural.
I don't have to think about even how I get from A to B anymore.
I don't plan it out.
If it's my local city, I just know where I'm going and off we go.
open the bonnet, I know where to put the oil in now, I when the water needs changing, Iknow if there's certain noises in my car, I've had experience of bearings going on wheels
(26:45):
and all that kind of stuff, like you pick all of that stuff up over time of experience.
this is exactly the same with editing, you you first start and you're like, okay, how canI just cut that bit out where I went wrong?
Okay, I've cut it out and then then you know, okay, but when I see other people make thosecuts, I see like a really fancy transition.
And then how do I add that into it?
You won't know it's called a transition, maybe even at the start.
(27:07):
It's like, what did they do that thing?
it's called a transition.
And then eventually like, I've got captions and it looks really fancy captions.
And then they're doing these little call outs.
And then there's some B rolls, some extra footage in there.
There's things green screen on the background.
Like before you know it, you're this expert in editing and you didn't really know you wereon the journey.
All you did was you were just intrigued and you're starting to learn.
(27:30):
So.
And it's available to everybody.
Like nobody's like removed from that.
I've had people say to me, I'm too old to do this stuff.
And it's like, what are you talking about?
Whilst your brain is functioning, then you have the capability to, to be a broadcaster, tobe a videographer, to be an editor.
I've had a lot of people come into my world from a, art space podcast that I did, like 200artists suddenly followed me on Instagram.
(27:57):
And I sat with one of them, we do a group call on a Monday for my members and this artistsat there, she's got a beautiful studio behind her.
And we're talking about broadcasting and we're talking about like super technical parts ofthe broadcasting.
And I said to her, was like, what is happening here?
I said, did you know like five years ago when you picked up your camera the first timethat you were going to be broadcasting a show live to multiple platforms?
(28:26):
You just didn't.
It wasn't in, and she was talking about OBS and all these extra technical things.
It just blew my mind.
And she's, with the greatest respect, she's a little bit older than me.
And yet she just talked about it like it was nothing, like it was just normal.
And it's not normal.
It's very technical.
lot of this stuff.
But like you say, you just start.
(28:48):
one thing that I find quite ironic, talking to you about the topic that we are today, butwhen I had to learn, one of the main places I went to learn was YouTube.
So you can get an answer and a visual answer to absolutely anything.
I use Premiere Pro, I think it's called.
Yeah, Premiere Pro is what I use for editing the podcast.
(29:11):
claire that you went down the premier pro that is like that's like the top level if ifYeah, yeah go for the best
so I can grow with the software.
And I probably still only use like a quarter of what that software can do.
But it allowed me and using the videos on YouTube allowed me to familiarize myself withthe process, start the basics.
(29:34):
And then like you say, gradually, I was like, okay, well, now I can add in the transition.
Now I can add in images on top of, you know, or cut scenes and
But it's a gradual process.
didn't go into my first video and be like, right, I need to make it like those, you know,like a Mr.
Beast video where it's got all of that in it.
I just did a video of me talking and cut out the bits where I was oming and owing orstumbling on my words.
(30:00):
That was what I did in the beginning.
I didn't, I don't even think my first YouTube video has like the, you know, the screen onit.
What's technical term for that?
the screen, what you mean?
the cover thumbnail.
Okay, so I don't think I even had one of those in the beginning.
And gradually over time, I've built up my skills and, and now it doesn't take me very longto do all of those things.
(30:28):
But in the beginning, if I tried to do all of those in one go, I would have probably beenthere for like two hours and then given up on the whole thing.
So
Yeah, well, I mean the challenge for anyone watching this stuff and it's not so easy, Ithink on TikTok, but if you go on YouTube, you can sort by oldest to newest and whatever
YouTuber you admire that you think, my God, that person's got their stuff sorted out, youknow, like go and sort from oldest to newest and go and look at their old videos because
(30:59):
that I call it sorting by embarrassing mode.
You
any creator that watches content they did six months ago, let alone six years ago, willsit and go, my God, this is awful.
Because you, of course you've made progress and so you should, every video should bebetter.
And the way I describe it to my clients is just 1 % better.
And, and just so you know, asked chat GPT this, was like, chat GPT, if I started at 1%,how long would it take me to get to 10 % if I improved by 1 % every day?
(31:28):
And it says something around 270 days.
Right.
So that's every day, 1%.
Then from 10 to 20%, it cut down to like 70 days.
And then 20 to 30, it was like 65.
So that's what I mean by the compounding interest of everything else.
The first 10 % is the hardest.
(31:49):
one of the, I think it's MrBeast says, you need to make 200 really bad videos before youmake a good one.
I don't necessarily believe that's true.
I think you can get away with doing sort of 30, 40, 50 bad videos.
But you may as well get them out of way whilst no one's watching.
know, people complain, I'm only getting, I'm only getting 200, 300 views.
Well, good.
(32:09):
Cause your content's crap at the minute.
Like let's get it out of the way.
Let's improve, you know, and I'm lot more diplomatic than that with my clients, Clairewill say, but, I give them, give them, constructive criticism, but, but it's true.
know, you, you've got to get through that and people spend so much time on their firstvideo.
(32:29):
And I'm like, my God, it doesn't matter what you do now.
It's going to be bad.
Let's just do it and get it out there.
Cause then we've done number one, move on to number two.
And that, that little bit of iterative improvement in a year's time, you just be like, myGod, how did I even post that first one?
Yeah, I love that.
And talking about like starting off in those first few videos not being the greatest.
(32:54):
What's your advice around technology?
Do you need to go out and buy really fancy cameras and microphones?
Or can you just start off just on your phone?
Yeah, you can start on your phone.
I know people that do videos on their phone on YouTube and they've got 100,000 subscribersand they don't do anything else and they film it on their phone, they edit it on their
phone, they publish on the phone, 100,000 subscribers.
(33:16):
So if you ever needed to know that it's possible, is.
If you want to improve, if you're the kind of person that thinks, you know, I really wanta dedicated device and I want it to look professional.
The device I recommend at the moment is the Osmo Pocket 3.
It comes in a creator kit.
(33:36):
If you go to kingofvideo.co.uk forward slash Osmo, the links are there, because I'verecommended it so many times.
But it's just a little device.
It's kind of fits in your pocket, hence the name, or your bag, as my wife says it fits ina little clutch bag.
And so you can take it everywhere with you, which means you're always prepared.
The creator kit comes with a little microphone.
(33:57):
Like so you've got everything you need and it's super high quality in comparison to yourphone I even say the camera i'm using now for this podcast is about 2000 pound I think a
1200 pound body and then about an 800 pound lens Which is my webcam, right?
Like this is my profession.
(34:18):
So I have that as my webcam You probably wouldn't notice the difference now between thisand what claire has very similar
hopefully mine should appear to be a little bit more high quality.
but if you put.
Yeah, well, I don't know, but from what I can, what I can see on Riverside, but obviouslyI Riverside cuts the quality down a little bit, but, but your mobile phone, so each goes
(34:42):
mobile phone, then Osmo pocket, then some kind of mirrorless camera.
and the advice for me is always that all webcams are crap.
So don't worry about webcam, but if that's all you've got.
then use it, but the chances are your mobile phone's better than your webcam.
And yeah, so the probably the top tip which you've already given when starting on YouTubeis when you're doing those long forms is to put your phone sideways do it landscape and I
(35:10):
think that's a lot of people don't realize that but it is different Well Matt, thank youso much for your time today.
I think there's already been so many Things in there to get people to at least to startthinking about YouTube But before we sign off, can you just give your absolute top three?
tips of, you know, want people have listened to this episode, they're wanting to getstarted on YouTube.
(35:34):
And is there specific type of video that they should be doing, you know, whether it'soutside at the desk, anything like that, or is it just don't overthink it?
yeah, so, so the top three tips then would be, to get started.
you'll never regret getting started a year from now, but you'll always get a year from nowand think, I wish I'd have started sooner.
(35:57):
So get started now, like stop listening to this podcast, go and pick up your phone andfilm an intro video for your YouTube channel and set your intentions.
So being intentional, intentional with it.
Choose the 10, 20 questions that people ask you as your first set of videos.
That way you've got no excuse.
If you don't know what the 10, 20 questions are that your clients ask you, you've not beenin business long enough.
(36:21):
They should come out of you very, very easily.
You should be able to just write them down, go and answer all those, go and publish themone a week.
Six months later, you'll have a YouTube channel that you're really proud of, or at leastyou started to become proud of, start getting views.
And then my last tip is if all else fails, start with a one minute short form content onTikTok, on YouTube shorts, whatever platform you're comfortable with reels.
(36:49):
Start doing that and do that every day for 28 days.
Just get this, get this awkwardness about being on camera, about editing and all of thatkind of stuff.
If you do it just for a month and don't worry if you skip a day or two, you know, you'renot feeling it.
It's the time of the month.
There's
kids are playing up or whatever it might be, like be kind to yourself during that processand just set your intentions to try and do a one minute video each day.
(37:16):
You do that for a month, you'll smash it after that.
Everything just feels easy.
And just like you said, Claire, when you started the podcast, it felt weird, technical.
And now like you sent me a message, I got a Riverside link.
I showed up, you're here, you prepped, you're ready.
All of that didn't...
happen when you first started, but now you're here.
(37:37):
it feels easy.
Is this season three?
can see in the title there.
So because we're on season three season, season one wouldn't have been like this, here weare now.
We know what we're Good.
Yeah, amazing.
Thank you so much.
So I will add some links to Matt's platforms in the show notes for everybody.
I'll put the link into that camera that he recommended as well for you guys.
(38:00):
And yeah, just thank you so much for your time today, Matt.
And listeners, please do consider YouTube as a channel.
Maybe that could be the platform that you choose for 2025.
And as Matt said, be intentional with it and really start to focus on that.
So that's it for this episode.
Thank you so much for joining us and I will speak to you all next week.
Hello everyone and welcome to another episode of the Female Founders podcast.
Today I'm joined by Matt Hughes, the king of video.
And he's here to share with us all about the power of YouTube and why we shouldn't beignoring this as a powerful tool for our business.
So Matt, thank you so much for joining us today.
Thank you for having me on the Female Founders podcast.
(00:22):
I'm very delighted to be here representing the men.
Well, we're very pleased to have you.
So do you want to start by telling us how you became the king of video, how you found thisjourney and what's led you on this path so far?
sure.
So the truth about the king of video title is that the domain name was available.
(00:45):
There is a UFC fighter and an author that are both called Matt Hughes.
so being the sort of doing my research when it came to personal branding, I was like, I'mnever going to take a sportsman off of Google.
So what can I call myself in order to be, you know, to get to the top of Google and
(01:07):
I tongue in cheek sort of put in King of Video and I asked the group that I was part of atthe time, my mentors and everything, and I said, can I call myself the King of Video?
And they said, shut up and get on with it.
So I did exactly what I was told and I took that title.
Like most Kings, they steal the titles and I've kind of ran with it ever since.
But the backstory behind that is I didn't just decide, I didn't take a five pound courseand call myself the King of Video.
(01:34):
I actually ran a video company for seven years.
We traveled the world making video for tech companies and billion dollar companies rightthrough to one man bands and pretty much anyone that would pay his money to make video.
We started that in 2013.
So it's been 11 years, 11 years in video.
When I started that company, I'd never made a video before.
(01:55):
So it was really a fake it till you make it situation.
And now here I am helping businesses with YouTube.
Amazing.
So video is one of the most feared areas of marketing for sure.
People hate putting their face behind their brand, which is something that I push reallyhard actually, that people want to see who's behind the brand.
(02:18):
So what made you decide to set up that video business in the first place if you'd neversort of been in that space?
And how did that lead into YouTube specifically?
I set up the company because I was getting married in 2014 and we were looking for awedding film and we couldn't find anything that we really liked and then I asked a friend
(02:40):
of mine who had just been doing a media production degree if he'd ever filmed a weddingand he said, yeah, I filmed one this summer and he sent it to me and it was like a music
video.
It was the band Two Door Cinema Club was the track that he used and it was so fun.
It was so exciting.
I said to him, I was like,
(03:00):
what this is amazing what do you do this for a living or whatever and he was like no I'vefinished my degree now I'm just looking for a job in like Tesco or something and I said
forget about that let's start a video company so it really was at the time I was an ITcontractor so I was earning a good amount of money I had spare cash and and so I invested
around 20 grand in equipment over the next six months we we bought all the gear that weneeded he was the trained professional he didn't last very long in the business he thought
(03:29):
we were going to become
millionaires overnight, I'm sure many founders here could understand that situation, butit didn't quite work out like that.
So in the end, after about eight months, I got rid of him and I employed somebody else andwe continued for the for the next seven years.
And then in 2018, that guy left, my first employee left, and he started his own businessand took all my clients with him.
(03:55):
that was kind of kind of kind of a
pivotal period, right?
Really, I was like, well, what do I do now?
Do I continue in the direction that we are or do I just wrap it up and do somethingdifferent?
And I carried it on for a little while, but really what I understood that I loved wasvideo and training.
They're the two things I've always enjoyed, you know, training, mentoring, that kind ofthing.
(04:20):
And so I started doing that with video, Facebook lives, which, as you said, the theory ofvideo is very real when it comes to Facebook lives.
And then slowly realized that that was quite broad.
You if someone asked for a video person, a videographer or an editor or anything likethat, I got tagged in all of those things and I wasn't any of those things really.
I wanted to be the king of video, the mentor, you know.
(04:43):
So I decided on YouTube because I couldn't see anyone in my world that was helping peoplewith YouTube.
It was a platform that too many people were scared of because they think still, notthought, it's definitely still there.
is they think it takes loads of effort and it's something that's way out of reach forthem.
And actually that couldn't be further from the truth.
(05:05):
Actually, you just need to get started.
And once you get started, good things happen after that.
Yeah, I love that.
And I think I love also that you focused on Facebook lives in the beginning, because Ithink that's such a step for people that real celebration once they've got over that pain
point of the very first Facebook live.
And but when we talk about YouTube, for instance, I think a lot of business owners don'teven consider it as an option for them.
(05:30):
And when I've had conversations recently with people about YouTube, they say, you know, orsort of YouTube, the era of
huge success on YouTube is dead.
We've passed that.
So there's the huge successes on there now.
And if you launch anything now, you're never going to see real success.
(05:51):
What are your thoughts on that?
Well, I mean, it's your definition of success, right?
Like we often, when we talk about success, we, look at somebody else, see the success thatthey have, and they say, that must be my definition.
And that just couldn't be further from the truth either.
Like you actually, your success could be getting your first thousand pounds as a, as aservice provider in your own business.
(06:16):
That could be milestone number one, success metric number one.
or it could be getting to your first 100 subscribers on YouTube or your first 10,000views.
Like you've got to define what your own success looks like.
And it isn't a million subscribers.
If you aim for a million subscribers, I know people say like, what is it?
(06:36):
Shoot for the moon, you'll hit the stars or whatever it is.
I don't know what the phrase is, but like actually what about being realistic?
What if we said that my first milestone is a hundred subscribers.
and it's to get a sale as a direct result of YouTube.
What if we did that?
We can do that very quickly and achievably, achievably is a new word.
(06:57):
It's very achievable.
And we're not then focusing on other people's success metrics.
Cause the thing is I've known, know loads of creators now, I've met loads of YouTubers.
Not a single creator that I've met is happy with their current position.
And that might be that they've got to 10,000 subscribers and they now want to get to ahundred or they might go.
(07:17):
got to a million subscribers and they're like, well, I'll give you a great example.
A friend of mine is, he's got 1.7 million subscribers.
He's done that in two and a half years.
He's one of the speakers at Two Fest actually, and he makes smoothie videos.
So it's like a top down, you're looking at the smoothie and he's got this expensivesmoothie maker that it looks really satisfying when as he puts these blends in, it changes
(07:40):
color and stuff.
So he's got this 1.7 million subscribers, but he doesn't do any long form content.
It's all short form content.
It's like a minute long and he's trying to break into now long form content.
So his success metric, he's a full-time creator.
He's financially free because of his YouTube channel, but he's still got this now.
(08:01):
Now I want to do long form.
Now I want to do more in that arena.
So his success is his metric for success has changed.
So
So really what I'd say to people listening is like, what is your own definition of successright now?
And we're in a great position now.
I don't know when this will go out, but we're currently in the stage where we can plan for2025.
(08:25):
And so great opportunity to define your success metrics and see actually what is it thatyou want to aim for in the next 12 months.
Yeah, I love that.
It's so true that we get blinded so often by looking at everyone else and what otherpeople have achieved.
But the other thing that's really important to remember is we might be looking at someonewhere they've been working on their YouTube channel for two years, five years, 10 years.
(08:50):
And we're looking at them from like our day one and saying, God, you know, how are we evergoing to achieve that?
Well, if we stay consistent for two years, five years, 10 years, we might see the samesuccess.
unless you, know, everything is about instant gratification now, isn't it?
like you said about when you set up your original business, everybody's looking for thatquick win but they don't really exist.
(09:11):
It's about consistency and it's about showing up.
With YouTube there's so much conversation about online, on social media and how oftenyou're to post.
Is there like a specific amount that you should post to YouTube or is it really just aboutbeing consistent in whatever that looks like for you?
(09:32):
I mean, the truth is, the truth is the more you post, the more views and subscribers youwill get.
That is a fact.
I've seen plenty of people that are, I know a guy that's a magician who posts every dayand his stats consistently go up.
Everything on YouTube, there's a compounding effect.
Unless the views and subscribers are fake, there's generally a compounding effect.
(09:54):
So the more you do, the more your channel grows and the quicker it will grow.
But,
Posting video every day would be just completely overwhelming for sure, especially if it'sa long form piece of content.
So what I start with people in the programmes that I run is to just do one video a week.
One video a week is usually enough to make consistent progress.
(10:16):
If you repurpose that video, you can be quite relentless on the socials, on the otherplatforms as well.
We're often looking at strategies where we add in TikTok, YouTube Shorts, Instagram Reels,all that kind of stuff that
adds value to your overall video marketing strategy.
but yeah, it can be as easy and as simple as, as one video a week.
(10:38):
And again, I've got another person who was a speaker at my event last year and she went,she, I think she was on eight, eight to 10,000 by the time she got to tube fest, which was
in May this year, sorry, not last year this year.
And she's on just gone over a hundred thousand now.
in November, so that's six months and that really took her four years to get to thatpoint.
(11:01):
It's just this year has been the year where the compounding interest of everything she'sdone before, very inconsistently, very non-strategically, it's all come together now and
it's just taken off.
That's amazing.
And YouTube, if I'm correct, is quite an, I was going to say quite an easy platform, butit can be quite profitable just from YouTube itself, can't it?
(11:28):
So it can become a really integral income stream for a business.
Yeah, it can be, from YouTube monetization, but I would still say focus on youroff-platform activities.
And what I mean by that is you take a viewer, your ideal viewer that comes along andwatches your video, and you give them a next logical step.
So if they are watching your video all about how to be more productive and you're aproductivity coach, you might say, this is how you would set up this one thing.
(11:59):
And in my program,
I help you do the eight things that we've got.
And so they know subtly you're selling to them that actually I've got a program and thenmaybe towards the end or in the middle somewhere you say, if you want to check out that
program, the link is in the description.
So you're constantly telling people what to do next.
You might have lead magnets where you say, you know, if you need the 13 steps to gettingstarted on YouTube, head over to kingofvideo.co.uk and you'll find my 13 steps.
(12:27):
And you're just telling people all the time.
It's not selling as such, you're giving away your free beers or maybe you're telling themthat you've got a coaching program, but why would you not do that in your video
strategically to enable people to take the next logical step with you?
Because they're going to know like you or trust you.
And if they do, then they're going to want to know how they can work with you as well.
(12:51):
Yeah, I mean, well, that's what we do on all the other platforms, isn't it?
There always has to be a hook and a, you know, a next step and action for them to take.
So really, it is exactly the same.
It's just a different format of content, isn't it?
It's a video instead of...
And you know, the thing is a lot of the creators, mean, they don't think like businessowners.
That's why my event is business owners and creators, because a lot of the time theygenerate this huge audience because they love and they're passionate about the thing that
(13:16):
they're creating videos about.
And then they think, how can I make more money from this?
Whereas as business owners, we think straight away, like, how do we make money from thething that we're doing?
And we, know we, if we're going to put time and energy into something, it needs to have areturn for us.
So
we automatically start thinking about that.
So actually, if you're looking at someone that's got a million subscribers and you'relike, my God, that person is great.
(13:37):
They've got so many subscribers.
They might not be making a lot of money and you might be in a much better strategicposition with your 500 subscribers because those people are actually buying from you.
It's a massive shift in your perception of what makes a person successful on the platform.
Yeah, and I think we, we hang so much on number of followers, don't we?
(14:01):
Everybody looks at that as the level of success or financial stability or, you know, anyof those things really, but it really doesn't actually mean it's a vanity thing, isn't it?
The number of followers don't mean anything if none of them are truly engaged.
Yeah, it is a vanity metric.
I understand the phrase vanity metric and why people use it.
(14:22):
I like to call it valuable metrics because they do give you an indication of what'sworking, but it's like trying to lose weight.
If you just focus on how much you weigh, that's not the big story.
You look at the numbers, the measurements around your body, right?
What inches are coming off as you're losing weight and maybe gaining muscle as well.
(14:44):
So actually the valuable metric of views and subscribers is good combined with all of theother stuff that you should track to make sure that your YouTube channel is having an
effect.
And that one of those metrics is cash in the bank, know, or leads or sales or sales calls,proposals, all those kinds of things that come off the back of gaining all of this
(15:07):
attention over here and all these views, and then actually doing something with thoseviews.
Otherwise it is vanity then if you just if you're just doing it for the sake of views andsubscribers, then it is vanity.
Yes, of course.
So let's talk about metrics, because I think, again, this is a space that people getreally overwhelmed in, and they don't really understand.
Every platform has, you know, the overview of your account and numbers going up and downand on your view counts and things.
(15:34):
But how can we make sure that we're actually getting valuable information from thosenumbers?
Because it can tell you so much, like you mentioned earlier, about what works and whatdoesn't.
And you can test things out, test the algorithms.
But how can you
read those numbers so you get some actual value from them.
Well, I mean, it's just paying attention.
(15:54):
So so Google is a metrics platform.
So just like Google itself, you know, Google owns YouTube.
It's looking at where the views and where the views are, who's watching them, how longthey're watching the videos for, what the click through rate is from the thumbnails.
All of these things are measured and they are available to you in the YouTube studio.
(16:20):
So
In Joey's case, the guy with the smoothies, name's Joey and his channel is called Finitas.
Joey was the guy that sold the powders for the, he had an e-commerce business, he sold thepowders for the smoothie maker.
(16:41):
And his whole thing was about selling more powder.
He created a YouTube channel to sell more of the stuff and he maybe I should show people.
how to create smoothies with it, it would sell more of those things.
What it turned out as is that the process of making the smoothies was the thing that tookoff.
And what he did then is looked at the metrics and said, okay, I'm doing these videos overhere where I talk about powder.
(17:03):
I'm doing these videos where I'm showing the mixture and these ones are taking off.
So he paid attention to the metrics.
He listened to what the viewers wanted to watch and he made more of those things.
And I think a lot of the time,
We put all this content out there, but we don't look at like, well, OK, this one took off.
Why did this one take off?
(17:23):
What can I do that's similar to this one to go into my next one?
And you can only do that if you track it on a daily basis, really, and really dig intothose metrics.
Yeah, yeah, I think that's a good point.
Like you say, so often we get stuck in that rhythm of have to create content have to be,you know, consistent, just get something out, just get something out.
And we're not thinking about what our audience actually want, how we can actually addvalue.
(17:49):
Exactly.
It's purely about just getting something out.
And I think that can lose our authenticity in the power of our content, because then itbecomes really sort of watered down and not focused enough.
So
You're talking about potentially to start off with just that one video a week and that Ipresume would be best to be long form content.
(18:13):
Yeah, yeah, I think like, like I mentioned with Joey is he started in short form and isnow trying to break into long form.
It's much harder to do it that way because your audience is so used to you doing shortform.
some of the clients that I've worked with, I start them on short form because they are tooworried about long form.
It's a lot of big effort amount of effort in there and they're not that confident yet.
(18:37):
And so I say, okay, what about if we started with one minute videos on a daily basis?
And then we look to move into long form.
there is, it's not that I say no to short form as well.
and there's some, some clients I work with that are way ahead and they can produce twolong form pieces of content and five shorts every week.
(18:57):
And that's good because they've got a team to enable them to do that.
So, you know, whilst I'm saying one, one long form per week, there is strategies that sitbetween each, each end of those things.
it's really dependent on the business that I'm working with and their appetite for growthand then what their team looks like, all that kind of stuff.
there's no like one ring fits all.
(19:22):
It's taken a look at what you can actually commit to where you could say, well, if I didone video a week and I committed to that and maybe I filmed four of them once a month, so
I only have to do it once a month.
And then I published the next four over that week, over that month.
That sounds a little bit more manageable and achievable than perhaps doing a video everyday or a video every other day, which feels tough.
(19:47):
Yeah.
And I think with anything, the more you do it, actually, the easier it becomes.
and so just to clarify for everyone who's listening, by the way, a short form is sort oflike a reel, isn't it's like maybe 60 seconds.
And they're really short, easy digestible content.
And then the longer form are what sort of five minutes and
(20:09):
I say long form sort of five minutes plus like and and the difference is largely thatshort form is usually considered portrait mode rather than landscape for long form.
there's, know, even TikTok now allows you to do long form landscape, whether you turn yourphone around, they actually let you do up to 60 minutes now on TikTok, YouTube shorts are
(20:32):
now three minutes long, they used to be a minute long for a long time.
So all the platforms are kind of
Extending the the definitions of what those things are but as a broad a broad brush forthis that would say a one minute video portrait mode is shorts short form content and then
five to fifty minutes is what I recommend for my long form clients and that is inlandscape mode, so lying down horizontal
(21:00):
Yeah, yeah, that's a good point about the way that you have your phone.
But so if we said, you know, like you say, give yourself an hour, schedule an hour in yourdiary once a month, and create four or five minute videos.
In the beginning, you are going to be pressing stop and restarting a million times becauseyou trip over your words, the nerves are bad, but soon you'll be able to do that literally
(21:23):
in like 25 minutes, you'll just flow with it.
And it is just about and it's the same with absolutely anything.
The confidence isn't necessarily there in the beginning, because it's new, right, we needto start to feel comfortable in that space.
And I also think that's the same for the ideas.
So in the beginning, you're like, well, this is what I do.
(21:44):
And you know, I, I help people with confidence, for instance, how can I create five minutevideos every week on confidence, there's only so much I can talk about.
But again, I think
As you get into the flow of it, the ideas just come to you.
And just because you've spoken about one topic previously, you can just tweak it a littlebit.
(22:05):
It doesn't have to be wildly different every time, does it?
Yeah.
And the content from a planning perspective, it's really much more easy than you think.
At the start, it sounds more difficult because you've got to like, it's like having anempty piece of paper and you draw something.
It's like, what am I going to draw?
know?
(22:26):
So the way I deal with that is a couple of ways.
Firstly, I've got a content planner now and I need to put it somewhere for sale.
It's like, we're going to sell it for like a tenner or something.
So in Notion and it's the
content planner that we use, but it's like a table that you put in there and you add inthe titles of the things that you are thinking about.
And then there's a bit that says, what's what status is that?
(22:48):
So idea is where we start.
Then we go to, to be filmed and then editing whatever.
but I just use that now as my idea dump.
so anytime I think about an idea, I put in the title of what the idea is.
And then in the note section, I'll add in how I felt about it or what inspiration I hadfrom it.
Cause that's super important as well.
I might come off a client call and I'm super excited about something.
(23:10):
And then three weeks later, when I go to film, I'm like, what the hell was I thinking ofwith this title?
This is really weird.
So I tried to describe it a little bit more in detail.
then, so you can do that.
then, and what I get my clients to do at the first is I say, think about the 10 to 20questions your clients ask you the most.
Because not only are you creating content that you know your clients want answering, butalso,
(23:36):
It adds value to your business so that when they ask you those questions that you're sobored of answering over and over again, you can send them to a playlist.
They'll watch your playlist and they come back to you prepped with all the knowledge andactually a lot of the sales stuff that you would probably need to teach them in order to
go and buy from you.
So it's authority building.
(23:57):
It builds know, like and trust.
It adds value to your business.
All of those things just by answering those questions.
And if you did 10 to 20, that's almost six months worth of content.
And you don't need to think about generating new ideas if you've got that many ideasalready.
And then like you said, Claire, the variations of those things you could do straight awayafterwards, know, one person's confidence issue in one time is different to another
(24:23):
client's.
They've all they all bring their own baggage and their own experience and all that kind ofstuff.
so using your client's stories is how you tell the same story over and over again with
without saying the same thing.
And I've done that today because I talked about Joey, because he's in my mind, becausewe've just picked him as a speaker.
If you asked me six months ago or 12 months ago, well, I've not met Joey, I would have hada different example for you and we would talk about it in a different way.
(24:48):
So it's always fresh.
Don't assume that your clients or your viewers are well-versed in what makes your worldexist.
They're new to you.
They want to this story.
It's the same old stories over and over again.
And so you can just rinse and repeat them where possible.
Yeah, I love that.
(25:10):
And when we're talking about content and creation, you've mentioned earlier about theediting part of it.
And again, I think this is a space that people just think, I have no idea where to start.
And why felt like that when I launched the podcast, I'd never edited recordings before, Ididn't really know where to start.
So I had, you know, went through that nervous, what on earth am I going to do phase thenand I think it's exactly the same for YouTube videos.
(25:38):
In the beginning though, doesn't need to be over complicated, it?
No, no, and I described this because it's hard for me to describe it and remember what itwas like to be totally new to it.
But I talk about it from a cop.
Yeah, terrified.
Yeah.
I talk about it from a car point of view, because I'm not a car pass.
And as a man, think stereotypically, I'm supposed to be, but I'm not at all verytechnical, but not into cars.
(26:01):
And so when I open an engine and my bonnet and I've got the engine, it just looks like I'mlike, what the hell is in there?
Like, this just looks insane, you know.
But over time, then certainly that was when I first started and just like started todrive.
don't know if you remember, if you drive and you remember learning to drive, you have topress the pedals in a certain way and whatever.
You know, 20 years later of driving and having experience with cars, like I now drivewithout thinking about it.
(26:24):
It feels natural.
I don't have to think about even how I get from A to B anymore.
I don't plan it out.
If it's my local city, I just know where I'm going and off we go.
open the bonnet, I know where to put the oil in now, I when the water needs changing, Iknow if there's certain noises in my car, I've had experience of bearings going on wheels
(26:45):
and all that kind of stuff, like you pick all of that stuff up over time of experience.
this is exactly the same with editing, you you first start and you're like, okay, how canI just cut that bit out where I went wrong?
Okay, I've cut it out and then then you know, okay, but when I see other people make thosecuts, I see like a really fancy transition.
And then how do I add that into it?
You won't know it's called a transition, maybe even at the start.
(27:07):
It's like, what did they do that thing?
it's called a transition.
And then eventually like, I've got captions and it looks really fancy captions.
And then they're doing these little call outs.
And then there's some B rolls, some extra footage in there.
There's things green screen on the background.
Like before you know it, you're this expert in editing and you didn't really know you wereon the journey.
All you did was you were just intrigued and you're starting to learn.
(27:30):
So.
And it's available to everybody.
Like nobody's like removed from that.
I've had people say to me, I'm too old to do this stuff.
And it's like, what are you talking about?
Whilst your brain is functioning, then you have the capability to, to be a broadcaster, tobe a videographer, to be an editor.
I've had a lot of people come into my world from a, art space podcast that I did, like 200artists suddenly followed me on Instagram.
(27:57):
And I sat with one of them, we do a group call on a Monday for my members and this artistsat there, she's got a beautiful studio behind her.
And we're talking about broadcasting and we're talking about like super technical parts ofthe broadcasting.
And I said to her, was like, what is happening here?
I said, did you know like five years ago when you picked up your camera the first timethat you were going to be broadcasting a show live to multiple platforms?
(28:26):
You just didn't.
It wasn't in, and she was talking about OBS and all these extra technical things.
It just blew my mind.
And she's, with the greatest respect, she's a little bit older than me.
And yet she just talked about it like it was nothing, like it was just normal.
And it's not normal.
It's very technical.
lot of this stuff.
But like you say, you just start.
(28:48):
one thing that I find quite ironic, talking to you about the topic that we are today, butwhen I had to learn, one of the main places I went to learn was YouTube.
So you can get an answer and a visual answer to absolutely anything.
I use Premiere Pro, I think it's called.
Yeah, Premiere Pro is what I use for editing the podcast.
(29:11):
claire that you went down the premier pro that is like that's like the top level if ifYeah, yeah go for the best
so I can grow with the software.
And I probably still only use like a quarter of what that software can do.
But it allowed me and using the videos on YouTube allowed me to familiarize myself withthe process, start the basics.
(29:34):
And then like you say, gradually, I was like, okay, well, now I can add in the transition.
Now I can add in images on top of, you know, or cut scenes and
But it's a gradual process.
didn't go into my first video and be like, right, I need to make it like those, you know,like a Mr.
Beast video where it's got all of that in it.
I just did a video of me talking and cut out the bits where I was oming and owing orstumbling on my words.
(30:00):
That was what I did in the beginning.
I didn't, I don't even think my first YouTube video has like the, you know, the screen onit.
What's technical term for that?
the screen, what you mean?
the cover thumbnail.
Okay, so I don't think I even had one of those in the beginning.
And gradually over time, I've built up my skills and, and now it doesn't take me very longto do all of those things.
(30:28):
But in the beginning, if I tried to do all of those in one go, I would have probably beenthere for like two hours and then given up on the whole thing.
So
Yeah, well, I mean the challenge for anyone watching this stuff and it's not so easy, Ithink on TikTok, but if you go on YouTube, you can sort by oldest to newest and whatever
YouTuber you admire that you think, my God, that person's got their stuff sorted out, youknow, like go and sort from oldest to newest and go and look at their old videos because
(30:59):
that I call it sorting by embarrassing mode.
You
any creator that watches content they did six months ago, let alone six years ago, willsit and go, my God, this is awful.
Because you, of course you've made progress and so you should, every video should bebetter.
And the way I describe it to my clients is just 1 % better.
And, and just so you know, asked chat GPT this, was like, chat GPT, if I started at 1%,how long would it take me to get to 10 % if I improved by 1 % every day?
(31:28):
And it says something around 270 days.
Right.
So that's every day, 1%.
Then from 10 to 20%, it cut down to like 70 days.
And then 20 to 30, it was like 65.
So that's what I mean by the compounding interest of everything else.
The first 10 % is the hardest.
(31:49):
one of the, I think it's MrBeast says, you need to make 200 really bad videos before youmake a good one.
I don't necessarily believe that's true.
I think you can get away with doing sort of 30, 40, 50 bad videos.
But you may as well get them out of way whilst no one's watching.
know, people complain, I'm only getting, I'm only getting 200, 300 views.
Well, good.
(32:09):
Cause your content's crap at the minute.
Like let's get it out of the way.
Let's improve, you know, and I'm lot more diplomatic than that with my clients, Clairewill say, but, I give them, give them, constructive criticism, but, but it's true.
know, you, you've got to get through that and people spend so much time on their firstvideo.
(32:29):
And I'm like, my God, it doesn't matter what you do now.
It's going to be bad.
Let's just do it and get it out there.
Cause then we've done number one, move on to number two.
And that, that little bit of iterative improvement in a year's time, you just be like, myGod, how did I even post that first one?
Yeah, I love that.
And talking about like starting off in those first few videos not being the greatest.
(32:54):
What's your advice around technology?
Do you need to go out and buy really fancy cameras and microphones?
Or can you just start off just on your phone?
Yeah, you can start on your phone.
I know people that do videos on their phone on YouTube and they've got 100,000 subscribersand they don't do anything else and they film it on their phone, they edit it on their
phone, they publish on the phone, 100,000 subscribers.
(33:16):
So if you ever needed to know that it's possible, is.
If you want to improve, if you're the kind of person that thinks, you know, I really wanta dedicated device and I want it to look professional.
The device I recommend at the moment is the Osmo Pocket 3.
It comes in a creator kit.
(33:36):
If you go to kingofvideo.co.uk forward slash Osmo, the links are there, because I'verecommended it so many times.
But it's just a little device.
It's kind of fits in your pocket, hence the name, or your bag, as my wife says it fits ina little clutch bag.
And so you can take it everywhere with you, which means you're always prepared.
The creator kit comes with a little microphone.
(33:57):
Like so you've got everything you need and it's super high quality in comparison to yourphone I even say the camera i'm using now for this podcast is about 2000 pound I think a
1200 pound body and then about an 800 pound lens Which is my webcam, right?
Like this is my profession.
(34:18):
So I have that as my webcam You probably wouldn't notice the difference now between thisand what claire has very similar
hopefully mine should appear to be a little bit more high quality.
but if you put.
Yeah, well, I don't know, but from what I can, what I can see on Riverside, but obviouslyI Riverside cuts the quality down a little bit, but, but your mobile phone, so each goes
(34:42):
mobile phone, then Osmo pocket, then some kind of mirrorless camera.
and the advice for me is always that all webcams are crap.
So don't worry about webcam, but if that's all you've got.
then use it, but the chances are your mobile phone's better than your webcam.
And yeah, so the probably the top tip which you've already given when starting on YouTubeis when you're doing those long forms is to put your phone sideways do it landscape and I
(35:10):
think that's a lot of people don't realize that but it is different Well Matt, thank youso much for your time today.
I think there's already been so many Things in there to get people to at least to startthinking about YouTube But before we sign off, can you just give your absolute top three?
tips of, you know, want people have listened to this episode, they're wanting to getstarted on YouTube.
(35:34):
And is there specific type of video that they should be doing, you know, whether it'soutside at the desk, anything like that, or is it just don't overthink it?
yeah, so, so the top three tips then would be, to get started.
you'll never regret getting started a year from now, but you'll always get a year from nowand think, I wish I'd have started sooner.
(35:57):
So get started now, like stop listening to this podcast, go and pick up your phone andfilm an intro video for your YouTube channel and set your intentions.
So being intentional, intentional with it.
Choose the 10, 20 questions that people ask you as your first set of videos.
That way you've got no excuse.
If you don't know what the 10, 20 questions are that your clients ask you, you've not beenin business long enough.
(36:21):
They should come out of you very, very easily.
You should be able to just write them down, go and answer all those, go and publish themone a week.
Six months later, you'll have a YouTube channel that you're really proud of, or at leastyou started to become proud of, start getting views.
And then my last tip is if all else fails, start with a one minute short form content onTikTok, on YouTube shorts, whatever platform you're comfortable with reels.
(36:49):
Start doing that and do that every day for 28 days.
Just get this, get this awkwardness about being on camera, about editing and all of thatkind of stuff.
If you do it just for a month and don't worry if you skip a day or two, you know, you'renot feeling it.
It's the time of the month.
There's
kids are playing up or whatever it might be, like be kind to yourself during that processand just set your intentions to try and do a one minute video each day.
(37:16):
You do that for a month, you'll smash it after that.
Everything just feels easy.
And just like you said, Claire, when you started the podcast, it felt weird, technical.
And now like you sent me a message, I got a Riverside link.
I showed up, you're here, you prepped, you're ready.
All of that didn't...
happen when you first started, but now you're here.
(37:37):
it feels easy.
Is this season three?
can see in the title there.
So because we're on season three season, season one wouldn't have been like this, here weare now.
We know what we're Good.
Yeah, amazing.
Thank you so much.
So I will add some links to Matt's platforms in the show notes for everybody.
I'll put the link into that camera that he recommended as well for you guys.
(38:00):
And yeah, just thank you so much for your time today, Matt.
And listeners, please do consider YouTube as a channel.
Maybe that could be the platform that you choose for 2025.
And as Matt said, be intentional with it and really start to focus on that.
So that's it for this episode.
Thank you so much for joining us and I will speak to you all next week.
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