April 11, 2025 • 28 mins
Discover the secret to attracting new patients through YouTube with Dr. Walter Salubro, a chiropractor who built a channel with over 143,000 subscribers that consistently brings patients through his door. The most surprising part? He never includes calls-to-action in his videos.
Dr. Salubro takes us through his YouTube journey that began in 2013, sharing the exact strategies that transformed his online presence from zero to a powerful patient acquisition tool. He firmly believes every business owner needs a YouTube channel - especially local practitioners who want to showcase their expertise and personality.
We dive deep into practical implementation, covering everything from proper channel setup to content creation. You'll learn how to create compelling thumbnails, craft effective hooks that address specific patient concerns, and determine the ideal video length (8-12 minutes) to maximize engagement. Dr. Salubro explains why looking at your recent patients' conditions provides the perfect content roadmap and how consistency trumps perfection when building your channel.
The conversation reveals that success doesn't require viral videos or millions of subscribers. Instead, focus on creating valuable content that connects with local viewers searching for solutions you provide. The power of YouTube lies in its ability to showcase your passion and expertise in a format that builds trust before patients ever walk through your door.
Ready to transform your practice's online presence? Listen now and implement these proven strategies to attract patients who already feel connected to you before their first appointment.
- Join Marketing 101 for Chiropractors Facebook Group here
- Learn more at EnricoD.com
- Book a free discovery call with Enrico to level up your business
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
Welcome to another podcast of Marketing 101 for
Chiropractors.
I got a really special guestthis week, walter Salubro from
Ontario, canada.
He's been doing YouTube andwe've been talking about YouTube
so much recently in the recentpodcast.
I knew this was going to besuch a great fit.
Thanks for being on the show.
Speaker 2 (00:18):
Man, my pleasure, thank you for inviting me,
Enrico.
Speaker 1 (00:21):
Yeah, tell us a little bit about how you're a
chiropractor, of course.
But tell us a little bit abouthow you got into social media
and then how you got intoYouTube.
Tell us your story.
Speaker 2 (00:29):
Yeah, sure.
So I'm a chiropractor with 25years of experience.
I practice in Vaughan, ontario,just north of Toronto.
I love being a chiropractor.
I do it Monday to Thursday.
I started social media is whenI started to embark on it.
(00:52):
That was back in, let's say,about 2013.
I didn't know what I was doing.
I tried all the differentsocial media sites.
The one that I liked the mostwas YouTube and I just took off
with that over the years,through a lot of trial and error
, just trying to figure thingsout, and then eventually it
ended up working.
But yeah, so that's how Ireally started off.
I realized I had to get into itto promote my practice.
(01:14):
It was the new thing back then,so I want to take advantage of
it as much as possible.
Speaker 1 (01:20):
For sure.
Yeah, that's great.
And then I've been followingyour stuff and, uh, built it's
like a snowball effect, right.
And that's what we want to talkabout today on the podcast is
how youtube you can utilizeyoutube even as a chiropractor.
We look at these.
You know mr beast and all theseother people.
They're doing funny stuff.
They're like I'm never going todo that as a doctor.
I'm never going to do that, orI'm never going to go viral.
That's not the goal you'regoing to teach us today about.
(01:41):
You know when being consistentand putting up valuable content
can actually change people'slives by getting them in your
office and do a lot of things,even with TikTok too.
I'm going to share a littlestory.
I've been in the Blair UpperCervical community and we've got
some people doing some greatwork, like Dr Pekka, and all
this on TikTok, and because ofthe millions of views that he
gets, he's never going to beable to help millions of people
(02:03):
up in the northeast of theUnited States.
So what ends up happening is Iget new patients in Florida
because of his stuff.
Speaker 2 (02:09):
They're like hey check out.
Speaker 1 (02:10):
click the link below to check out about an up to near
you.
And then they go in and they'relike oh, I live by Tampa and
Enrico's here, so it's amazingthe snowballing effect that can
happen.
But yeah, tell us how you gotinto it.
Where did you start withYouTube?
How do you start?
I think most of the peoplelistening today are going to be
like where do I even get?
Speaker 2 (02:26):
started.
Yeah, so that's a good thingyou said about that.
First of all, getting startedis very important.
This is my fundamental belief.
It's what I believe based on myexperience.
It's what's worked for me.
I truly believe that everybusiness owner needs a YouTube
channel.
That's it.
It's a free, almost like havingyour own free channel, right
Like TV channel, whether you're.
It doesn't matter what kind oflocal business.
(02:46):
You mentioned something like MrB.
So those are more like if youhave a virtual business or a
global business, I could see howpeople think well, that's
useful, but it also works for alocal business like a
chiropractor, brick and mortarbusiness.
You want people to know who youare and what you do, plain and
simple.
And how do you help people?
And there's many different waysyou can put that information
(03:07):
out.
There's all those other socialsites.
I just feel for long-formcontent, youtube is still the
best.
So if people don't know who youare, then there's no way they
can find you right.
So all the old-fashioned ways ofmarketing are done with.
It's like what Gary Vee saysYou're chasing attention, right,
(03:28):
it's.
We're in the attention uh umera right now.
So you want attention on you,you want attention on your
business, so showcasing it onvideo is the best way to do it,
in my opinion.
Yeah and so, yeah, so, so youneed to have a youtube channel,
no matter what that.
That's what I believe.
Doesn't matter what businessyou're it can be a bakery, you
can be a carpenter like my dad'sa retired carpenter.
If I was doing his marketing inthe day that that if he existed
(03:52):
during social media time, we'dput every single project before
and after on video and it'd beendless referrals for him,
guarantee, yeah.
Speaker 1 (04:00):
Yeah, we can do a podcast on why you do and how
Google dominates the internet.
And let's skip all that, let'sgo straight into, just like, how
you do it and why you need todo it.
So, getting started, what doyou recommend?
Start the channel, I'm justfree.
Speaker 2 (04:15):
Yeah, so most docs I deal with already have some kind
of.
They already started, theyalready built a channel.
But if you haven't start achannel, it's pretty simple.
You get a Google Gmail address,whatever.
Start your channel.
Starting it right is veryimportant, so you need to.
You need to know what yourchannel is going to be about.
Okay, so you need to niche down.
So, if we're talking tochiropractors, there's all forms
(04:35):
of ways you can deliverchiropractic information or
different niches.
Are you a spinal decompressionoffice?
Are you a pain care office?
Or your family practice, oryour corrective care?
Whatever it is, doesn't matterwhat it is, but you need to
focus on the thing that you'redoing in your office.
Okay, so you're messaging yourniche of who your audience is
and the types of things you'regonna do to help them.
(04:56):
Okay, so that's number one, sothe idea.
Then you need to brand yourchannel.
Okay, so I see this often.
I've actually audited a channelthis week and the first thing
that I noticed that was wrongwas the channel banner.
It was messed up.
Now YouTube unfortunately makesit difficult to make it right,
Because behind the scenes,behind the desktop, what you see
(05:17):
is a big space of the actualchannel banner, but all you see
is a narrow ribbon of it, right?
So you need a template.
You can look online and justlook for a YouTube channel
banner template and then justsuperimpose your design on that
on Canva and then just removethe template and you get it done
, right?
So the channel banner needs tobe branded.
Have a certain type of colorscheme that fits you or your
(05:37):
brand, have a certain type ofmessaging.
If you're a local practitioner,a local business owner, who you
are, where do you practice,your website, your telephone
number you want all those peopleto know how to contact you.
So that's very important.
And then from there, um, anotherone that I think people get
wrong is the channel name.
So a lot of, a lot ofchiropractors like to use the
their office name.
(05:58):
So, for instance, my office iscalled back to health
chiropractic center.
I didn't choose that, I justinherited when I purchased this
practice years ago.
I would not make my channelthat name.
It's too long and it's too um,it's not unique, it's not
original.
So I would call it the doctorname.
So dr walter slugel.
So you want to brand yourself,you're the person, you're the
brand, okay.
And then the channel icon.
(06:19):
I always recommend, instead ofyour logo, a headshot, a
professional headshot, so peopleknow who you are and when they
see your video pop up.
Those are standard Okay, sothat's very important for
channel setup.
The other part now is the aboutthe information part.
It's a little section in therethat most people get wrong or
just don't even put anything inthere your information, so what
(06:41):
the channel is about.
What are you going to offer?
What kind of videos are theygoing to get?
How often are they going to getthem?
Why should they subscribe?
And then you also put yourcontact info in there, then you
add your social links and thenyour channel is already set up
just like that.
Okay, then we can dive intosome content ideas as we go
along.
I can't hear you.
(07:03):
Enrico.
Speaker 1 (07:08):
I can't hear you, enrico.
You know, when I look atchiropractors and I audit their
channels and their marketingbecause I help them with a lot
of marketing is they have fivesubscribers or one subscriber or
20 or whatever, maybe even 100,and they get discouraged about
it.
You know Walter's got over100,000.
Are you over 200 000 yet notyet.
I'm 143 143 000 50 000subscribers, which is different.
(07:31):
Uh, it's just like facebookgetting a like and getting a
follow two different thingsright getting a follow is like
you're putting out content Iwant to see in the future.
Again, I don't want to miss out.
Getting a like is like thatpiece of content is great.
So the same thing on facebook.
Getting a like is like greatjob, thanks, I like that.
And then getting uh subscriberslike well, I don't want to miss
(07:51):
out on what he has to say inthe future, which is fantastic.
So building that subscriberbase is fantastic and uh, and
it's about consistency.
So let's get it.
That's where I was going aboutthis.
I'm sorry.
How do we get into consistencywith uh, with creating content?
Speaker 2 (08:10):
yeah, so that's a good point.
So it starts off with your,your niche, okay.
So what's, what's theoverarching message of your
channel, what kind of topicyou're going to talk about?
And then inside there, you'regoing to have subtopics, and
even even within each subtopic,you can go even more narrow.
Okay, so you need to start.
So.
So I would.
If I was starting a brand newchannel right now, I would say,
okay, let's, let's just say,cause I actually have some ideas
of starting a scoliosisspecific channel.
So so I have it branded andhave it all ready to go.
(08:32):
So now, what are my topics?
So people want to know aboutthis thing.
So, can you treat scoliosisnon-surgically?
I would have maybe two or threevideos about that.
Um, can they be treated withexercise?
I have a few videos about that.
Could it be treated withbracing?
I'll have a few videos aboutthat, okay, so how do you fit a
bracing?
So I have a few videos aboutthat.
So I would jot down all theseideas maybe 10, 20 or 30 ideas
(08:52):
and then just knock them off,one at a time.
That's it.
You start filming and startediting and start uploading and
don't worry about what resultsyou get.
That's very, that's very key atthe beginning.
We get you talked, likes andall that stuff.
We get attached to the numbersand I understand that there's an
ego part of that.
Right, it's really strange.
It's almost irrelevant.
It is and it isn't because youcan still get people that find
(09:15):
you and want to come to you ifyou have a low amount of
subscribers and views.
I see that happen over and overwith our clients okay, so you
don't need to have 140,000 subsor whatever a million subs to
have people find you.
You just need to have the rightmessage in front of the right
person and if they're in yourlocal area, they'll want to come
to you.
So you knock out those videosone at a time.
Now, as you're doing those 20videos now you have a lot of
(09:37):
data.
You have analytics.
You see what's working, what'snot working, and we can dive
into that if you want to submitmore in depth of analysis.
But keep it simple the videosthat are getting higher
impressions and more views,right, maybe even more
subscribers that now you godeeper on that topic because now
YouTube's finding an audiencefor you, okay so, and you keep
at it and then you see whatpeople want.
(09:58):
You do some research oncompetitive channels.
You do some research on Googleuh, see what people people like
in that topic, and then you justmake your version of that and
make it better.
So it's going to take work, andthat's the thing.
So, talking about consistency,it takes work.
So how do you be consistent?
I think consistency is abyproduct of dedication, right?
So when I taught this in thepast, I will say you have to
(10:24):
have the intention of becoming aYouTuber or a content creator.
So you need to affirm, say,okay, I'm now a full-time
content creator, aside being achiropractor.
So a full-time content creator,a full-time YouTuber, which
means now, no matter what, I'mtaking off with this, and you go
at it.
Now there's going to be a timewhere, maybe a few weeks you
don't make any content, noproblem.
But then you get back on it.
(10:46):
Why?
Because you have theoverarching intention that
you're creating content and youjust don't stop, like, I'm not
going to stop creating YouTubecontent until I retire, you know
, because there's no need for meto stop.
I need to create content forpeople that need this
information, right?
So being consistent is beingdedicated.
Now you have to find, okay,what's the pace that works for
me, then you have to figure thatout without making it stressful
.
Is it one video a week?
(11:07):
Is it one video every two weeks?
Is it three videos a month?
And I've seen chiropractors inthe past at that frequency of
two to four videos a month stillhave their channel take off.
Okay.
So it doesn't have to be everyday or every second day.
Okay.
So you know you're stuck to seethe patterns that work for you
once you start creating content.
So that's why I tell my peopleeven so, that's why I tell my
people, even when I have somecoaching clients, like I'll say,
(11:28):
before our next call, make sureyou have three or four videos
done, because we have somethingto talk about, so we know how to
improve.
So you see the patterns ofwhat's working and the patterns
that are not working, and youkeep banging out the things that
are working and avoid thethings that are not working.
So creating content is superimportant on many levels.
Speaker 1 (11:43):
Yes, yeah, absolutely it is.
We had a great example twoweeks ago.
We put out a $79 weight losspromo, just as a post on our
Facebook page to our followersDidn't have no ad spend, no
boost, zero comments, zero likes.
We're like okay, no one'sseeing any of our stuff.
Next week, three new patientshey, I saw your $79 thing.
Just because they're notcommenting or they're not liking
(12:06):
it.
They saw the offer.
They're doing exactly what youwant them to do.
They're picking up the phone andcalling or emailing and saying
hey, I'll tell you a littleabout that challenge that you're
missing, the nine day challengeyou have going on.
So same thing with Facebook.
And I like how you said itdon't attach your ego to the
results.
The results we always look atthe likes, uh, but just create
the content.
I've been saying this for sevenyears to everyone but just just
(12:27):
do it, just create thecomplicated.
How you look, don't care aboutyour hair, uh, just just do it.
So that's great, so that's.
And then another thing youbrought up was a little bit of
passion and committing to it.
Saying I'm going to do this, um, and I run into clients that I
coach all the time, like, but Idon't really, I'm not really
passionate about this or that,or, but I'm like, but when you
get into a room with a patientand they say something and you
(12:48):
end up talking for 10 minutes,that's the passion we're talking
about.
What is it that you're talkingabout?
How can you create the videoson that?
How do people get someinspiration?
Do they need the inspirationfirst before they open their
YouTube channel, or should theyjust do?
Speaker 2 (13:01):
the YouTube channel.
So I make it very simple sopeople can get the work done.
Get started.
Number one, number two what doyou talk about?
The easiest way to start is bylooking at the last 20 or 30 new
patients that came to youroffice.
What conditions did they cometo your office for help with?
And those are your now videotopics.
Okay, so start right back.
(13:22):
Okay.
Now, I don't know about thedocs that are listening, but
this is my experience.
There are some things that Ihear about patients and their
journey before they got to myoffice that really pissed me off
.
Okay, things that were not donewell.
So so when you're teachingsomething in a way that you know
can help people with yourchiropractic and something else
is not working, then getpassionate about that.
Like interject your energy,your energy.
(13:43):
So sometimes in my videos I'llget a little bit more agitated,
I'll speak a little faster,sometimes I'll slow down my toe,
depending on what the story is,and and that that passion gets
transferred to the patient.
They actually it's palpable,they feel it.
I've had many times thatpatients come in from my videos
and they'll say I love yourpassion, I love your energy and
that's why they're there.
They want a piece of thatbecause they know that you're
(14:04):
serious about helping them.
Also, in your talking, in yourmessaging, it's it's important
to to project, and I know thisis gonna happen regardless.
You project the fact thatyou're you're just delivering
content for the sake of helpingthe person and that's it.
You're not looking for anythingin return.
And that's somethinginteresting because you know,
when you put on an ad or a postwith an offer, that's a
(14:24):
different story.
That's great, right?
The news I'm talking about areour goodwill content.
So so you can look at all my500 videos on my channel.
Not one says, by the way, callmy office If you need some help.
There's no call to action atall, and over 200, 200 plus
people come to my office for myYouTube channel so far, so, so.
So when you are injecting yourpassion, your enthusiasm and
(14:46):
think about the things that youlike to treat, think about the
type of people you like to help,why you like to help them, what
kind of results have you seenwith your patients?
What kind of results willsomeone not get if they're not
getting the thing that you'reoffering?
Right, because you know that'spossible, right?
So something with bad posture,it's going to degrade over time.
That's something that needs tobe addressed.
Speaker 1 (15:15):
So if you show passion about that and people
have that, they're going to wantto come in and really see what
you're about and see how you canhelp them.
Speaker 2 (15:18):
Yeah, that's great, great, great.
So that's how you get started.
There's the there's a lot,there's actually lots in there
on how to get started so there'sno excuses to not get started.
Speaker 1 (15:23):
If you're listening to this man, you gotta get
started on this.
We talk about this witheverything and the beauty.
Here's the beauty about youtubeit's mp4.
You can splice it, you can diceit, you can short it, you can
reel it, you can story it andyou can post across any medium
you want.
So if you want to get intotiktok, you already got all the
content done on youtube.
Just there's all the ai outthere that will take.
(15:45):
Literally the only way toupload the video is a YouTube
link or a Venmo link.
There is no Vimeo link orYouTube link.
A lot of these AIs won't allowyou to put up the MP4 as a raw
product because it takes toomuch time to download, so
they'll actually take itstraight from YouTube.
And then you hit hey, create 30reels for me under 60 seconds
(16:05):
and then boom.
So there's no excuses for thisas far as marketing goes on
anything there.
So create the content and seewhere it goes.
So now we got the inspiration.
We're creating youtube videos.
What are a couple, maybe two orthree rules that they should
follow when creating the videoand uploading them and making
sure that they're withinparameters of success okay, so
I'll give you a couple of thingsthat are very important.
Speaker 2 (16:25):
Number one you need to start with a strong hook and
a strong introduction.
Okay so, and that's somethingthat just is going to come with
practice and with puttingcontent on what works.
Okay, so, even if you look atyou talked about Mr Beast.
I've learned a lot fromwatching people talk about it
and interviewing him he startshis main content in about the
20th second of his video, so thefirst 18 seconds is just
(16:50):
strictly foreshadowing what thevideo is about and telling them
what the payoff will be by theend of the video.
Now this can be hard with ourstyle of content.
Trust me, I've thought about itover and over how to do this,
but in the first 30 seconds youwant to be as quick and to the
point as possible to keepretention as high as possible.
If you can retain the majorityof your viewers like 50 to 70%
(17:10):
past past 30 seconds to oneminute, then they're going to
watch the rest of your video.
And so, starting with a stronghook, which means you need to
address the person you'retalking to.
So this is really interesting,because if someone has back pain
, or they have back pain, um,from a disc injury, well,
they're not looking for backpain videos, they're looking for
disc bulge injury videos.
(17:31):
They're not looking forradiculopathy or sciatica,
they're looking for disc bulgevideos.
That's how specific you have toget.
So you have to call out to thataudience and then you go into
the pain points about what'srelated to that condition, and
then you have to tell them whatthey're going to get in the
video.
So the expectation.
Have to tell them what they'regoing to get in the video.
So the expectation.
And then, if you can give thema little cognitive dissonance or
(17:51):
a content gap and say you knowwhat?
And if you stay to the end,I'll give you the one missed
thing that most people get wrong.
You know something like that.
So you get your retention alittle higher and then, boom,
give a little introduction aboutwho you're, who you are and
what your channel is about.
They're very brief and they getinto your main content.
Okay, knock it out as quick aspossible.
One of the problems, too, thatpeople get into, I see with my
clients they talk too much.
Just get to the point.
Just get to the point, deliverthe main content and then
(18:14):
delivering your outro.
Okay, and make sure you deliveron the promise of your
introduction.
That's super important.
Okay, so there's retention tipsin there and there's some
engagement tips in there as well.
Speaker 1 (18:26):
Fantastic, yeah, yeah , kind of as well.
Okay, fantastic, yeah, yeah,kind of do those things great.
So then you got that, you gotthe hook, you got the content,
content and you got to do.
You got to do like 20, 30 ofthese videos before you get good
at the hook and understandingthe transition by looking at the
views.
You're gonna have people havethree views, two views, three
views and then 350.
You're like, well, hang on asecond, why did 350 people see
(18:46):
this video copy that exacttemplate, exactly.
Yeah, that's it, but you haveto have a structure.
And then and then the topic.
So this is great stuff.
And then, so now we get thehook, we get the one, we get the
videos rolling.
What's the next step?
To kind of keep it going, orhow long do you?
What's the run-up?
I know podcasts, I think it'seight.
If you stop the consistency ateight, you you're pretty much
(19:08):
the podcast is over.
But if you can get eightconsecutive podcasts going, the
chances of you keeping a podcastgoing is like through the roof.
So what is it with YouTube?
What point do you need to getto to be like, okay, we're
consistent now, now we can'tgive up.
Speaker 2 (19:23):
Now we've got to keep on.
Yeah, that's a tricky questionto answer.
The easiest answer is you justcan't stop putting out content,
because as soon as you do and Idon't know what that number is,
but as soon as you do yourchannel becomes dormant,
especially if it's taken off.
Okay, now I have a little bitof a luxury where I can.
I cannot put content out for afew months and I'll still get my
consistent views, no matterwhat.
(19:44):
My consistent subscribers, allthat stuff to keep people keep
calling because it's been aseasoned channel for a little
while.
Okay, but if I still take toomuch of a break, then I got to
risk a down.
You know a dropdown and all themetrics.
If you're starting off, youcannot take a break,
unfortunately.
A small break is okay, but youhave to get back on it right
away.
I was just doing a coaching callwith a client earlier and she's
(20:06):
just still brand new with herchannel and I was just pointing
out on YouTube, when you look atthe analytics and you look at
your graphs, at the bottom yousee all these little play play
symbols, which means how manyvideos were posted at that time,
and when there's a cluster ofthose little play videos, which
means a lot of content in ashort period of time.
The spikes are always up,always.
All the data is always up onthe channel.
When there's a gap in thosevideos, the data always goes
(20:28):
down.
So posting content is superimportant, okay, so is there a
magic number?
I'm not sure.
Um, you just gotta keep postingcontent.
Just keep posting, yeah,regularly every month.
Speaker 1 (20:38):
So for me, is it better to cluster or is it
better just to stay consistentevery week video yeah, I think
so.
Speaker 2 (20:44):
If you start over analyzing it, then that's when
you stop doing things.
So just get content out anytime, Okay.
So like back in the day peoplesaid oh you know, every
Wednesday at 1230, let everyoneknow that every Wednesday at
1230, you're going to put out anew content.
I think we're past that Cause.
Even Mr B says he goes don'tworry about scheduling stuff,
Just get your content out there.
Just get your videos out there,the algorithm will find to
watch it.
(21:05):
Bottom line, right?
I?
Speaker 1 (21:07):
don't know if you play on YouTube, but the
listeners.
I don't know if you play onFacebook or YouTube a lot, but
once you start watching somepeople's videos, they'll pop
into your sequence and watchthis next video and you're like
2019?
Yeah, Because the algorithm isfeeding you the stuff that you
want to see, and that's oldcontent.
So start now.
Speaker 2 (21:28):
Start now.
I think it's important to havea scheduled time.
If you have an actual podcast,so like a daily podcast or
weekly podcast, so 11 am everyday, monday to Friday, that
makes sense.
But for our type of content,just get it out there.
Ok, now I want to post thecontent at two o'clock in the
morning.
I would schedule it for nineo'clock in the morning or 11
o'clock in the morning.
So if I had it done tonight,I'd get it scheduled for
(21:49):
tomorrow.
But the idea is, just get yourcontent out there, great, yeah.
And then one more thing I wantto add in terms of I don't know
if it relates to a magic numberor consistency is the duration
of the video does matter.
Okay, so, okay.
This is important.
So and I've looked at this, somost YouTube creators and I've
(22:11):
taught this for many times isthe longer the video is better,
and the reason for that thoughtprocess is retention and average
duration, so how much of thevideo is viewed, but also watch
time.
So if someone has a 20-minutevideo and they're getting 50%
retention, then there's 10minutes of watch time.
(22:34):
Okay, if I have a 10 minutevideo and I get 50 retention,
then there's five minutes ofwatch time.
So youtube favors more watchtime, so that channel the other
channel will get pushed out more, okay.
So there's that.
The problem is that you'regonna lose people.
If you're talking about thehealth condition, you're gonna
lose them in a 20 30 minutevideo, okay.
So there a magic number.
I think it's anywhere from likeeight to 12 minutes, okay.
(22:57):
So eight to 12 minutes is whatI think Okay and that's sort of
yes, just what I've seen with mychannel and also my clients.
And then within that amount oftime then as you put videos out,
you kind of see the length oftime that's working.
So if you did an exercise videowith three tips and it and you
got great results at eightminutes, then make all your
exercise videos with three tipsat eight minutes.
If you're doing a tutorialthat's talking about spine
(23:19):
models or nerve charts and it'slike a 10 minute video and it's
doing great, then make them alllike that.
If you're doing a demonstrationof adjustments or decompression
and it did well in six minutes,then you do like that.
So you have to look at whatworks on your channel, based on
the audience that's watchingyour channel.
When it comes to duration oftime but the duration of time
does matter, because if youstart rambling so let's say that
the decompression video reallyshould be working at six minutes
(23:41):
, but then you rambled for 12minutes then your retention
curves go down because the videois longer and your average
duration and percentage viewedis lower.
So that's a bad signal toYouTube.
And then YouTube also comparesyour video of the same length
with other videos in a similartopic of the same length.
So if they're getting morewatch time and retention and
(24:02):
percentage viewed and all thatstuff and you're not, then
they'll push that video oninstead of yours.
So all these things matter.
So looking at your analytics issuper important.
Now, I know it's hard toconceptualize all that right now
because there's no graphs infront of us, but just keep that
in mind.
You know, for those of you thathave YouTube, these things are
important.
So when you get to the pointthey have a lot of data, a lot
of videos You've got to startlooking at these things.
Speaker 1 (24:23):
That's great.
I mean some of you werelistening, there was like a sigh
of relief for me.
You're like eight to 12 minutes.
I'm like so that's how much wecan do that.
We can all use that for eightminutes on any topic, any time.
So what I got from that is yes,view time is great, but if you
have, like Joe Rogan, three hourvideos and what people watch,
the full 240 minutes, that addsup quite quickly and you get
(24:45):
ranked very, very well.
But if you have 12 minutevideos or 10 minute videos and
they're watching the full 10minutes, that adds up too.
So that's great.
You get a hundred percentviewership rates on or whatever.
It is 80%, 50% viewership rateon those videos.
So you're being scored in awhole bunch of different things,
kind of like the Olympicgymnast.
It's not just how long theperformance is, it's all
(25:07):
technique that's going throughthere.
So just do it and get good atit.
Once things happen from 2013 to2020, you get 150,000
subscribers and you get a lot ofnew patients from it as well.
If you didn't know Walter, youcan actually call him up.
You can call him up and be like.
I heard you on the podcast.
The Virgo doesn't know shitabout YouTube.
(25:29):
I'm going to talk to you.
He's more than happy to helpyou out about YouTube Anything.
Going to talk to you, and he'smore than happy to help you out
about YouTube Anytime.
Yeah, yeah, that's great Matt.
Speaker 2 (25:36):
Anything else, do we miss anything?
Speaker 1 (25:37):
Yeah.
Speaker 2 (25:37):
Yeah, we're just one very important thing Thumbnails.
Okay, thumbnails.
So thumbnails are veryimportant, so you need to have
custom thumbnails.
I think everyone knows that bynow and you need to start
somewhere.
Okay, and so let's say we'redoing a decompression video for
(26:05):
a disc bulge.
The first thing I would do islet's go to the competitors and
see what, how their thumbnailsare working.
They got a lot of views, great,okay.
So we're not going to copy that, but we're going to model it so
if it worked for them.
The way I see it is, that's aproven psychological triggered
thumbnail If it got a lot ofviews.
So then now you model that foryour channel and then maybe
tweak the text.
To tweak the image, maybe addan arrow, something's got to pop
, so it's going to, it's got todraw someone's attention, okay,
(26:28):
so that's the best way to start.
And then you want to.
You want to add some kind ofcuriosity, so you don't want to
give all the information away.
Sometimes that works, butsometimes it doesn't.
You want a little bit ofcuriosity, so there's a kind of
a content gap, so they have toclick to get the information.
And then the fewer amount ofwords or text the better, and
make sure all the things areproportionally sized properly
(26:49):
and there's some contrastingcolors.
But the thumbnails are superimportant and once you have a
bunch of videos out, just likebefore, you want to look at your
click through rate.
So click through rate is reallygoing to be an analysis of how
well your thumbnail is working,on how many times it was shown,
how many times it was clicked tothe impressions it was shown,
and then you want to compareeach video's click through rate
to the channel average.
(27:09):
So what I do is, when it'sbelow the channel average, that
I need to change that thumbnail.
If it's at the channel average,I may improve it if I think it
needs improvement, but if it'sabove, then I'll just leave it
alone.
Okay, so that's some thumbnailtips as well.
Speaker 1 (27:21):
Great, yeah, walter and I will design a thumbnail
for this podcast for our YouTubechannel.
Click on it, go to it, andthat's that's what you should
subscribe to, or that's what youshould follow.
There you go.
So you're going to go to hischannel, look at all of his
thumbnails and you'll seeexactly what to do there.
So that's great stuff too.
Thanks, man.
That's awesome, great tips.
(27:41):
Well, I mean, come on, ifyou're listening to this podcast
, get that YouTube channelstarted.
It's the best thing you can tobe here at the end of this
podcast.
You're going to attract peopleto your office and those things
get shared.
(28:01):
So that's great, great tips,man, this was awesome.
Appreciate it.
Speaker 2 (28:05):
Thanks, take care, awesome man, take care.
Thank you for having me.
Of course, see ya.
Welcome to another podcast of Marketing 101 for
Chiropractors.
I got a really special guestthis week, walter Salubro from
Ontario, canada.
He's been doing YouTube andwe've been talking about YouTube
so much recently in the recentpodcast.
I knew this was going to besuch a great fit.
Thanks for being on the show.
Speaker 2 (00:18):
Man, my pleasure, thank you for inviting me,
Enrico.
Speaker 1 (00:21):
Yeah, tell us a little bit about how you're a
chiropractor, of course.
But tell us a little bit abouthow you got into social media
and then how you got intoYouTube.
Tell us your story.
Speaker 2 (00:29):
Yeah, sure.
So I'm a chiropractor with 25years of experience.
I practice in Vaughan, ontario,just north of Toronto.
I love being a chiropractor.
I do it Monday to Thursday.
I started social media is whenI started to embark on it.
(00:52):
That was back in, let's say,about 2013.
I didn't know what I was doing.
I tried all the differentsocial media sites.
The one that I liked the mostwas YouTube and I just took off
with that over the years,through a lot of trial and error
, just trying to figure thingsout, and then eventually it
ended up working.
But yeah, so that's how Ireally started off.
I realized I had to get into itto promote my practice.
(01:14):
It was the new thing back then,so I want to take advantage of
it as much as possible.
Speaker 1 (01:20):
For sure.
Yeah, that's great.
And then I've been followingyour stuff and, uh, built it's
like a snowball effect, right.
And that's what we want to talkabout today on the podcast is
how youtube you can utilizeyoutube even as a chiropractor.
We look at these.
You know mr beast and all theseother people.
They're doing funny stuff.
They're like I'm never going todo that as a doctor.
I'm never going to do that, orI'm never going to go viral.
That's not the goal you'regoing to teach us today about.
(01:41):
You know when being consistentand putting up valuable content
can actually change people'slives by getting them in your
office and do a lot of things,even with TikTok too.
I'm going to share a littlestory.
I've been in the Blair UpperCervical community and we've got
some people doing some greatwork, like Dr Pekka, and all
this on TikTok, and because ofthe millions of views that he
gets, he's never going to beable to help millions of people
(02:03):
up in the northeast of theUnited States.
So what ends up happening is Iget new patients in Florida
because of his stuff.
Speaker 2 (02:09):
They're like hey check out.
Speaker 1 (02:10):
click the link below to check out about an up to near
you.
And then they go in and they'relike oh, I live by Tampa and
Enrico's here, so it's amazingthe snowballing effect that can
happen.
But yeah, tell us how you gotinto it.
Where did you start withYouTube?
How do you start?
I think most of the peoplelistening today are going to be
like where do I even get?
Speaker 2 (02:26):
started.
Yeah, so that's a good thingyou said about that.
First of all, getting startedis very important.
This is my fundamental belief.
It's what I believe based on myexperience.
It's what's worked for me.
I truly believe that everybusiness owner needs a YouTube
channel.
That's it.
It's a free, almost like havingyour own free channel, right
Like TV channel, whether you're.
It doesn't matter what kind oflocal business.
(02:46):
You mentioned something like MrB.
So those are more like if youhave a virtual business or a
global business, I could see howpeople think well, that's
useful, but it also works for alocal business like a
chiropractor, brick and mortarbusiness.
You want people to know who youare and what you do, plain and
simple.
And how do you help people?
And there's many different waysyou can put that information
(03:07):
out.
There's all those other socialsites.
I just feel for long-formcontent, youtube is still the
best.
So if people don't know who youare, then there's no way they
can find you right.
So all the old-fashioned ways ofmarketing are done with.
It's like what Gary Vee saysYou're chasing attention, right,
(03:28):
it's.
We're in the attention uh umera right now.
So you want attention on you,you want attention on your
business, so showcasing it onvideo is the best way to do it,
in my opinion.
Yeah and so, yeah, so, so youneed to have a youtube channel,
no matter what that.
That's what I believe.
Doesn't matter what businessyou're it can be a bakery, you
can be a carpenter like my dad'sa retired carpenter.
If I was doing his marketing inthe day that that if he existed
(03:52):
during social media time, we'dput every single project before
and after on video and it'd beendless referrals for him,
guarantee, yeah.
Speaker 1 (04:00):
Yeah, we can do a podcast on why you do and how
Google dominates the internet.
And let's skip all that, let'sgo straight into, just like, how
you do it and why you need todo it.
So, getting started, what doyou recommend?
Start the channel, I'm justfree.
Speaker 2 (04:15):
Yeah, so most docs I deal with already have some kind
of.
They already started, theyalready built a channel.
But if you haven't start achannel, it's pretty simple.
You get a Google Gmail address,whatever.
Start your channel.
Starting it right is veryimportant, so you need to.
You need to know what yourchannel is going to be about.
Okay, so you need to niche down.
So, if we're talking tochiropractors, there's all forms
(04:35):
of ways you can deliverchiropractic information or
different niches.
Are you a spinal decompressionoffice?
Are you a pain care office?
Or your family practice, oryour corrective care?
Whatever it is, doesn't matterwhat it is, but you need to
focus on the thing that you'redoing in your office.
Okay, so you're messaging yourniche of who your audience is
and the types of things you'regonna do to help them.
(04:56):
Okay, so that's number one, sothe idea.
Then you need to brand yourchannel.
Okay, so I see this often.
I've actually audited a channelthis week and the first thing
that I noticed that was wrongwas the channel banner.
It was messed up.
Now YouTube unfortunately makesit difficult to make it right,
Because behind the scenes,behind the desktop, what you see
(05:17):
is a big space of the actualchannel banner, but all you see
is a narrow ribbon of it, right?
So you need a template.
You can look online and justlook for a YouTube channel
banner template and then justsuperimpose your design on that
on Canva and then just removethe template and you get it done
, right?
So the channel banner needs tobe branded.
Have a certain type of colorscheme that fits you or your
(05:37):
brand, have a certain type ofmessaging.
If you're a local practitioner,a local business owner, who you
are, where do you practice,your website, your telephone
number you want all those peopleto know how to contact you.
So that's very important.
And then from there, um, anotherone that I think people get
wrong is the channel name.
So a lot of, a lot ofchiropractors like to use the
their office name.
(05:58):
So, for instance, my office iscalled back to health
chiropractic center.
I didn't choose that, I justinherited when I purchased this
practice years ago.
I would not make my channelthat name.
It's too long and it's too um,it's not unique, it's not
original.
So I would call it the doctorname.
So dr walter slugel.
So you want to brand yourself,you're the person, you're the
brand, okay.
And then the channel icon.
(06:19):
I always recommend, instead ofyour logo, a headshot, a
professional headshot, so peopleknow who you are and when they
see your video pop up.
Those are standard Okay, sothat's very important for
channel setup.
The other part now is the aboutthe information part.
It's a little section in therethat most people get wrong or
just don't even put anything inthere your information, so what
(06:41):
the channel is about.
What are you going to offer?
What kind of videos are theygoing to get?
How often are they going to getthem?
Why should they subscribe?
And then you also put yourcontact info in there, then you
add your social links and thenyour channel is already set up
just like that.
Okay, then we can dive intosome content ideas as we go
along.
I can't hear you.
(07:03):
Enrico.
Speaker 1 (07:08):
I can't hear you, enrico.
You know, when I look atchiropractors and I audit their
channels and their marketingbecause I help them with a lot
of marketing is they have fivesubscribers or one subscriber or
20 or whatever, maybe even 100,and they get discouraged about
it.
You know Walter's got over100,000.
Are you over 200 000 yet notyet.
I'm 143 143 000 50 000subscribers, which is different.
(07:31):
Uh, it's just like facebookgetting a like and getting a
follow two different thingsright getting a follow is like
you're putting out content Iwant to see in the future.
Again, I don't want to miss out.
Getting a like is like thatpiece of content is great.
So the same thing on facebook.
Getting a like is like greatjob, thanks, I like that.
And then getting uh subscriberslike well, I don't want to miss
(07:51):
out on what he has to say inthe future, which is fantastic.
So building that subscriberbase is fantastic and uh, and
it's about consistency.
So let's get it.
That's where I was going aboutthis.
I'm sorry.
How do we get into consistencywith uh, with creating content?
Speaker 2 (08:10):
yeah, so that's a good point.
So it starts off with your,your niche, okay.
So what's, what's theoverarching message of your
channel, what kind of topicyou're going to talk about?
And then inside there, you'regoing to have subtopics, and
even even within each subtopic,you can go even more narrow.
Okay, so you need to start.
So.
So I would.
If I was starting a brand newchannel right now, I would say,
okay, let's, let's just say,cause I actually have some ideas
of starting a scoliosisspecific channel.
So so I have it branded andhave it all ready to go.
(08:32):
So now, what are my topics?
So people want to know aboutthis thing.
So, can you treat scoliosisnon-surgically?
I would have maybe two or threevideos about that.
Um, can they be treated withexercise?
I have a few videos about that.
Could it be treated withbracing?
I'll have a few videos aboutthat, okay, so how do you fit a
bracing?
So I have a few videos aboutthat.
So I would jot down all theseideas maybe 10, 20 or 30 ideas
(08:52):
and then just knock them off,one at a time.
That's it.
You start filming and startediting and start uploading and
don't worry about what resultsyou get.
That's very, that's very key atthe beginning.
We get you talked, likes andall that stuff.
We get attached to the numbersand I understand that there's an
ego part of that.
Right, it's really strange.
It's almost irrelevant.
It is and it isn't because youcan still get people that find
(09:15):
you and want to come to you ifyou have a low amount of
subscribers and views.
I see that happen over and overwith our clients okay, so you
don't need to have 140,000 subsor whatever a million subs to
have people find you.
You just need to have the rightmessage in front of the right
person and if they're in yourlocal area, they'll want to come
to you.
So you knock out those videosone at a time.
Now, as you're doing those 20videos now you have a lot of
(09:37):
data.
You have analytics.
You see what's working, what'snot working, and we can dive
into that if you want to submitmore in depth of analysis.
But keep it simple the videosthat are getting higher
impressions and more views,right, maybe even more
subscribers that now you godeeper on that topic because now
YouTube's finding an audiencefor you, okay so, and you keep
at it and then you see whatpeople want.
(09:58):
You do some research oncompetitive channels.
You do some research on Googleuh, see what people people like
in that topic, and then you justmake your version of that and
make it better.
So it's going to take work, andthat's the thing.
So, talking about consistency,it takes work.
So how do you be consistent?
I think consistency is abyproduct of dedication, right?
So when I taught this in thepast, I will say you have to
(10:24):
have the intention of becoming aYouTuber or a content creator.
So you need to affirm, say,okay, I'm now a full-time
content creator, aside being achiropractor.
So a full-time content creator,a full-time YouTuber, which
means now, no matter what, I'mtaking off with this, and you go
at it.
Now there's going to be a timewhere, maybe a few weeks you
don't make any content, noproblem.
But then you get back on it.
(10:46):
Why?
Because you have theoverarching intention that
you're creating content and youjust don't stop, like, I'm not
going to stop creating YouTubecontent until I retire, you know
, because there's no need for meto stop.
I need to create content forpeople that need this
information, right?
So being consistent is beingdedicated.
Now you have to find, okay,what's the pace that works for
me, then you have to figure thatout without making it stressful
.
Is it one video a week?
(11:07):
Is it one video every two weeks?
Is it three videos a month?
And I've seen chiropractors inthe past at that frequency of
two to four videos a month stillhave their channel take off.
Okay.
So it doesn't have to be everyday or every second day.
Okay.
So you know you're stuck to seethe patterns that work for you
once you start creating content.
So that's why I tell my peopleeven so, that's why I tell my
people, even when I have somecoaching clients, like I'll say,
(11:28):
before our next call, make sureyou have three or four videos
done, because we have somethingto talk about, so we know how to
improve.
So you see the patterns ofwhat's working and the patterns
that are not working, and youkeep banging out the things that
are working and avoid thethings that are not working.
So creating content is superimportant on many levels.
Speaker 1 (11:43):
Yes, yeah, absolutely it is.
We had a great example twoweeks ago.
We put out a $79 weight losspromo, just as a post on our
Facebook page to our followersDidn't have no ad spend, no
boost, zero comments, zero likes.
We're like okay, no one'sseeing any of our stuff.
Next week, three new patientshey, I saw your $79 thing.
Just because they're notcommenting or they're not liking
(12:06):
it.
They saw the offer.
They're doing exactly what youwant them to do.
They're picking up the phone andcalling or emailing and saying
hey, I'll tell you a littleabout that challenge that you're
missing, the nine day challengeyou have going on.
So same thing with Facebook.
And I like how you said itdon't attach your ego to the
results.
The results we always look atthe likes, uh, but just create
the content.
I've been saying this for sevenyears to everyone but just just
(12:27):
do it, just create thecomplicated.
How you look, don't care aboutyour hair, uh, just just do it.
So that's great, so that's.
And then another thing youbrought up was a little bit of
passion and committing to it.
Saying I'm going to do this, um, and I run into clients that I
coach all the time, like, but Idon't really, I'm not really
passionate about this or that,or, but I'm like, but when you
get into a room with a patientand they say something and you
(12:48):
end up talking for 10 minutes,that's the passion we're talking
about.
What is it that you're talkingabout?
How can you create the videoson that?
How do people get someinspiration?
Do they need the inspirationfirst before they open their
YouTube channel, or should theyjust do?
Speaker 2 (13:01):
the YouTube channel.
So I make it very simple sopeople can get the work done.
Get started.
Number one, number two what doyou talk about?
The easiest way to start is bylooking at the last 20 or 30 new
patients that came to youroffice.
What conditions did they cometo your office for help with?
And those are your now videotopics.
Okay, so start right back.
(13:22):
Okay.
Now, I don't know about thedocs that are listening, but
this is my experience.
There are some things that Ihear about patients and their
journey before they got to myoffice that really pissed me off
.
Okay, things that were not donewell.
So so when you're teachingsomething in a way that you know
can help people with yourchiropractic and something else
is not working, then getpassionate about that.
Like interject your energy,your energy.
(13:43):
So sometimes in my videos I'llget a little bit more agitated,
I'll speak a little faster,sometimes I'll slow down my toe,
depending on what the story is,and and that that passion gets
transferred to the patient.
They actually it's palpable,they feel it.
I've had many times thatpatients come in from my videos
and they'll say I love yourpassion, I love your energy and
that's why they're there.
They want a piece of thatbecause they know that you're
(14:04):
serious about helping them.
Also, in your talking, in yourmessaging, it's it's important
to to project, and I know thisis gonna happen regardless.
You project the fact thatyou're you're just delivering
content for the sake of helpingthe person and that's it.
You're not looking for anythingin return.
And that's somethinginteresting because you know,
when you put on an ad or a postwith an offer, that's a
(14:24):
different story.
That's great, right?
The news I'm talking about areour goodwill content.
So so you can look at all my500 videos on my channel.
Not one says, by the way, callmy office If you need some help.
There's no call to action atall, and over 200, 200 plus
people come to my office for myYouTube channel so far, so, so.
So when you are injecting yourpassion, your enthusiasm and
(14:46):
think about the things that youlike to treat, think about the
type of people you like to help,why you like to help them, what
kind of results have you seenwith your patients?
What kind of results willsomeone not get if they're not
getting the thing that you'reoffering?
Right, because you know that'spossible, right?
So something with bad posture,it's going to degrade over time.
That's something that needs tobe addressed.
Speaker 1 (15:15):
So if you show passion about that and people
have that, they're going to wantto come in and really see what
you're about and see how you canhelp them.
Speaker 2 (15:18):
Yeah, that's great, great, great.
So that's how you get started.
There's the there's a lot,there's actually lots in there
on how to get started so there'sno excuses to not get started.
Speaker 1 (15:23):
If you're listening to this man, you gotta get
started on this.
We talk about this witheverything and the beauty.
Here's the beauty about youtubeit's mp4.
You can splice it, you can diceit, you can short it, you can
reel it, you can story it andyou can post across any medium
you want.
So if you want to get intotiktok, you already got all the
content done on youtube.
Just there's all the ai outthere that will take.
(15:45):
Literally the only way toupload the video is a YouTube
link or a Venmo link.
There is no Vimeo link orYouTube link.
A lot of these AIs won't allowyou to put up the MP4 as a raw
product because it takes toomuch time to download, so
they'll actually take itstraight from YouTube.
And then you hit hey, create 30reels for me under 60 seconds
(16:05):
and then boom.
So there's no excuses for thisas far as marketing goes on
anything there.
So create the content and seewhere it goes.
So now we got the inspiration.
We're creating youtube videos.
What are a couple, maybe two orthree rules that they should
follow when creating the videoand uploading them and making
sure that they're withinparameters of success okay, so
I'll give you a couple of thingsthat are very important.
Speaker 2 (16:25):
Number one you need to start with a strong hook and
a strong introduction.
Okay so, and that's somethingthat just is going to come with
practice and with puttingcontent on what works.
Okay, so, even if you look atyou talked about Mr Beast.
I've learned a lot fromwatching people talk about it
and interviewing him he startshis main content in about the
20th second of his video, so thefirst 18 seconds is just
(16:50):
strictly foreshadowing what thevideo is about and telling them
what the payoff will be by theend of the video.
Now this can be hard with ourstyle of content.
Trust me, I've thought about itover and over how to do this,
but in the first 30 seconds youwant to be as quick and to the
point as possible to keepretention as high as possible.
If you can retain the majorityof your viewers like 50 to 70%
(17:10):
past past 30 seconds to oneminute, then they're going to
watch the rest of your video.
And so, starting with a stronghook, which means you need to
address the person you'retalking to.
So this is really interesting,because if someone has back pain
, or they have back pain, um,from a disc injury, well,
they're not looking for backpain videos, they're looking for
disc bulge injury videos.
(17:31):
They're not looking forradiculopathy or sciatica,
they're looking for disc bulgevideos.
That's how specific you have toget.
So you have to call out to thataudience and then you go into
the pain points about what'srelated to that condition, and
then you have to tell them whatthey're going to get in the
video.
So the expectation.
Have to tell them what they'regoing to get in the video.
So the expectation.
And then, if you can give thema little cognitive dissonance or
(17:51):
a content gap and say you knowwhat?
And if you stay to the end,I'll give you the one missed
thing that most people get wrong.
You know something like that.
So you get your retention alittle higher and then, boom,
give a little introduction aboutwho you're, who you are and
what your channel is about.
They're very brief and they getinto your main content.
Okay, knock it out as quick aspossible.
One of the problems, too, thatpeople get into, I see with my
clients they talk too much.
Just get to the point.
Just get to the point, deliverthe main content and then
(18:14):
delivering your outro.
Okay, and make sure you deliveron the promise of your
introduction.
That's super important.
Okay, so there's retention tipsin there and there's some
engagement tips in there as well.
Speaker 1 (18:26):
Fantastic, yeah, yeah , kind of as well.
Okay, fantastic, yeah, yeah,kind of do those things great.
So then you got that, you gotthe hook, you got the content,
content and you got to do.
You got to do like 20, 30 ofthese videos before you get good
at the hook and understandingthe transition by looking at the
views.
You're gonna have people havethree views, two views, three
views and then 350.
You're like, well, hang on asecond, why did 350 people see
(18:46):
this video copy that exacttemplate, exactly.
Yeah, that's it, but you haveto have a structure.
And then and then the topic.
So this is great stuff.
And then, so now we get thehook, we get the one, we get the
videos rolling.
What's the next step?
To kind of keep it going, orhow long do you?
What's the run-up?
I know podcasts, I think it'seight.
If you stop the consistency ateight, you you're pretty much
(19:08):
the podcast is over.
But if you can get eightconsecutive podcasts going, the
chances of you keeping a podcastgoing is like through the roof.
So what is it with YouTube?
What point do you need to getto to be like, okay, we're
consistent now, now we can'tgive up.
Speaker 2 (19:23):
Now we've got to keep on.
Yeah, that's a tricky questionto answer.
The easiest answer is you justcan't stop putting out content,
because as soon as you do and Idon't know what that number is,
but as soon as you do yourchannel becomes dormant,
especially if it's taken off.
Okay, now I have a little bitof a luxury where I can.
I cannot put content out for afew months and I'll still get my
consistent views, no matterwhat.
(19:44):
My consistent subscribers, allthat stuff to keep people keep
calling because it's been aseasoned channel for a little
while.
Okay, but if I still take toomuch of a break, then I got to
risk a down.
You know a dropdown and all themetrics.
If you're starting off, youcannot take a break,
unfortunately.
A small break is okay, but youhave to get back on it right
away.
I was just doing a coaching callwith a client earlier and she's
(20:06):
just still brand new with herchannel and I was just pointing
out on YouTube, when you look atthe analytics and you look at
your graphs, at the bottom yousee all these little play play
symbols, which means how manyvideos were posted at that time,
and when there's a cluster ofthose little play videos, which
means a lot of content in ashort period of time.
The spikes are always up,always.
All the data is always up onthe channel.
When there's a gap in thosevideos, the data always goes
(20:28):
down.
So posting content is superimportant, okay, so is there a
magic number?
I'm not sure.
Um, you just gotta keep postingcontent.
Just keep posting, yeah,regularly every month.
Speaker 1 (20:38):
So for me, is it better to cluster or is it
better just to stay consistentevery week video yeah, I think
so.
Speaker 2 (20:44):
If you start over analyzing it, then that's when
you stop doing things.
So just get content out anytime, Okay.
So like back in the day peoplesaid oh you know, every
Wednesday at 1230, let everyoneknow that every Wednesday at
1230, you're going to put out anew content.
I think we're past that Cause.
Even Mr B says he goes don'tworry about scheduling stuff,
Just get your content out there.
Just get your videos out there,the algorithm will find to
watch it.
(21:05):
Bottom line, right?
I?
Speaker 1 (21:07):
don't know if you play on YouTube, but the
listeners.
I don't know if you play onFacebook or YouTube a lot, but
once you start watching somepeople's videos, they'll pop
into your sequence and watchthis next video and you're like
2019?
Yeah, Because the algorithm isfeeding you the stuff that you
want to see, and that's oldcontent.
So start now.
Speaker 2 (21:28):
Start now.
I think it's important to havea scheduled time.
If you have an actual podcast,so like a daily podcast or
weekly podcast, so 11 am everyday, monday to Friday, that
makes sense.
But for our type of content,just get it out there.
Ok, now I want to post thecontent at two o'clock in the
morning.
I would schedule it for nineo'clock in the morning or 11
o'clock in the morning.
So if I had it done tonight,I'd get it scheduled for
(21:49):
tomorrow.
But the idea is, just get yourcontent out there, great, yeah.
And then one more thing I wantto add in terms of I don't know
if it relates to a magic numberor consistency is the duration
of the video does matter.
Okay, so, okay.
This is important.
So and I've looked at this, somost YouTube creators and I've
(22:11):
taught this for many times isthe longer the video is better,
and the reason for that thoughtprocess is retention and average
duration, so how much of thevideo is viewed, but also watch
time.
So if someone has a 20-minutevideo and they're getting 50%
retention, then there's 10minutes of watch time.
(22:34):
Okay, if I have a 10 minutevideo and I get 50 retention,
then there's five minutes ofwatch time.
So youtube favors more watchtime, so that channel the other
channel will get pushed out more, okay.
So there's that.
The problem is that you'regonna lose people.
If you're talking about thehealth condition, you're gonna
lose them in a 20 30 minutevideo, okay.
So there a magic number.
I think it's anywhere from likeeight to 12 minutes, okay.
(22:57):
So eight to 12 minutes is whatI think Okay and that's sort of
yes, just what I've seen with mychannel and also my clients.
And then within that amount oftime then as you put videos out,
you kind of see the length oftime that's working.
So if you did an exercise videowith three tips and it and you
got great results at eightminutes, then make all your
exercise videos with three tipsat eight minutes.
If you're doing a tutorialthat's talking about spine
(23:19):
models or nerve charts and it'slike a 10 minute video and it's
doing great, then make them alllike that.
If you're doing a demonstrationof adjustments or decompression
and it did well in six minutes,then you do like that.
So you have to look at whatworks on your channel, based on
the audience that's watchingyour channel.
When it comes to duration oftime but the duration of time
does matter, because if youstart rambling so let's say that
the decompression video reallyshould be working at six minutes
(23:41):
, but then you rambled for 12minutes then your retention
curves go down because the videois longer and your average
duration and percentage viewedis lower.
So that's a bad signal toYouTube.
And then YouTube also comparesyour video of the same length
with other videos in a similartopic of the same length.
So if they're getting morewatch time and retention and
(24:02):
percentage viewed and all thatstuff and you're not, then
they'll push that video oninstead of yours.
So all these things matter.
So looking at your analytics issuper important.
Now, I know it's hard toconceptualize all that right now
because there's no graphs infront of us, but just keep that
in mind.
You know, for those of you thathave YouTube, these things are
important.
So when you get to the pointthey have a lot of data, a lot
of videos You've got to startlooking at these things.
Speaker 1 (24:23):
That's great.
I mean some of you werelistening, there was like a sigh
of relief for me.
You're like eight to 12 minutes.
I'm like so that's how much wecan do that.
We can all use that for eightminutes on any topic, any time.
So what I got from that is yes,view time is great, but if you
have, like Joe Rogan, three hourvideos and what people watch,
the full 240 minutes, that addsup quite quickly and you get
(24:45):
ranked very, very well.
But if you have 12 minutevideos or 10 minute videos and
they're watching the full 10minutes, that adds up too.
So that's great.
You get a hundred percentviewership rates on or whatever.
It is 80%, 50% viewership rateon those videos.
So you're being scored in awhole bunch of different things,
kind of like the Olympicgymnast.
It's not just how long theperformance is, it's all
(25:07):
technique that's going throughthere.
So just do it and get good atit.
Once things happen from 2013 to2020, you get 150,000
subscribers and you get a lot ofnew patients from it as well.
If you didn't know Walter, youcan actually call him up.
You can call him up and be like.
I heard you on the podcast.
The Virgo doesn't know shitabout YouTube.
(25:29):
I'm going to talk to you.
He's more than happy to helpyou out about YouTube Anything.
Going to talk to you, and he'smore than happy to help you out
about YouTube Anytime.
Yeah, yeah, that's great Matt.
Speaker 2 (25:36):
Anything else, do we miss anything?
Speaker 1 (25:37):
Yeah.
Speaker 2 (25:37):
Yeah, we're just one very important thing Thumbnails.
Okay, thumbnails.
So thumbnails are veryimportant, so you need to have
custom thumbnails.
I think everyone knows that bynow and you need to start
somewhere.
Okay, and so let's say we'redoing a decompression video for
(26:05):
a disc bulge.
The first thing I would do islet's go to the competitors and
see what, how their thumbnailsare working.
They got a lot of views, great,okay.
So we're not going to copy that, but we're going to model it so
if it worked for them.
The way I see it is, that's aproven psychological triggered
thumbnail If it got a lot ofviews.
So then now you model that foryour channel and then maybe
tweak the text.
To tweak the image, maybe addan arrow, something's got to pop
, so it's going to, it's got todraw someone's attention, okay,
(26:28):
so that's the best way to start.
And then you want to.
You want to add some kind ofcuriosity, so you don't want to
give all the information away.
Sometimes that works, butsometimes it doesn't.
You want a little bit ofcuriosity, so there's a kind of
a content gap, so they have toclick to get the information.
And then the fewer amount ofwords or text the better, and
make sure all the things areproportionally sized properly
(26:49):
and there's some contrastingcolors.
But the thumbnails are superimportant and once you have a
bunch of videos out, just likebefore, you want to look at your
click through rate.
So click through rate is reallygoing to be an analysis of how
well your thumbnail is working,on how many times it was shown,
how many times it was clicked tothe impressions it was shown,
and then you want to compareeach video's click through rate
to the channel average.
(27:09):
So what I do is, when it'sbelow the channel average, that
I need to change that thumbnail.
If it's at the channel average,I may improve it if I think it
needs improvement, but if it'sabove, then I'll just leave it
alone.
Okay, so that's some thumbnailtips as well.
Speaker 1 (27:21):
Great, yeah, walter and I will design a thumbnail
for this podcast for our YouTubechannel.
Click on it, go to it, andthat's that's what you should
subscribe to, or that's what youshould follow.
There you go.
So you're going to go to hischannel, look at all of his
thumbnails and you'll seeexactly what to do there.
So that's great stuff too.
Thanks, man.
That's awesome, great tips.
(27:41):
Well, I mean, come on, ifyou're listening to this podcast
, get that YouTube channelstarted.
It's the best thing you can tobe here at the end of this
podcast.
You're going to attract peopleto your office and those things
get shared.
(28:01):
So that's great, great tips,man, this was awesome.
Appreciate it.
Speaker 2 (28:05):
Thanks, take care, awesome man, take care.
Thank you for having me.
Of course, see ya.
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