December 12, 2024 • 19 mins
Could YouTube be the ultimate game-changer for your local business? Tune in to Rainmaker's Edge Perspective, where we explore how this powerhouse platform is overtaking traditional streaming giants and attracting a diverse audience, including the lucrative baby boomer demographic. Discover the secrets behind YouTube's revenue-sharing model that's luring top-tier content creators and learn why authenticity and straightforward content are rising to the forefront of effective business strategies. Our conversation, peppered with insights from YouTube expert Sean Connell, sheds light on the magic of concise cross-platform content and the emerging three-minute Shorts format, promising smarter marketing with less effort.
Unleash the potential of YouTube Communities to create lasting connections with your audience and transform casual followers into loyal fans. In this session, we delve into innovative engagement strategies, from collaborative playlists to the seamless shopping integration of YouTube Shopping. Sean Connell offers practical advice tailored for local businesses, focusing on diverse content formats and time-saving creation techniques supported by YouTube's AI tools. Finally, we map out a vision for the future of YouTube centered on connection and community, inviting you to partner with Rainmaker Reputation for a winning online strategy. Join us to rethink your marketing approach and secure your success in this evolving digital landscape.
Check out the Social Media Examiner article here: https://www.socialmediaexaminer.com/youtube-updates-for-2025-what-marketers-need-to-know/
For more blog content from Rainmaker Reputation, you can go here: https://rainmakerreputation.com/blog
Find out more about Rainmaker Reputation AI CRM at https://rainmakerreputation.com
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hey everyone and welcome back to the Rainmaker's
Edge Perspective.
We're always looking for newways to give your local
businesses a leg upright and youknow, today we're diving deep
into something that could be atotal game changer in 2025.
Youtube, youtube.
Now you might be thinking.
Youtube that's for unboxingvideos and cat videos and makeup
tutorials.
Speaker 2 (00:20):
Right.
Speaker 1 (00:20):
But trust me, this platform has evolved.
Speaker 2 (00:23):
It has.
Speaker 1 (00:24):
Into something much bigger.
Speaker 2 (00:25):
Way bigger.
Speaker 1 (00:27):
And we're going to break down why it matters, now
more than ever for localbusinesses like yours.
Speaker 2 (00:32):
Yeah, you know we've been digging into some
fascinating research from SocialMedia Examiner about what's
coming next for YouTube, andsome of these insights are
really eye-opening, especiallyfor local businesses who might
be overlooking the platform.
Speaker 1 (00:44):
Okay, so let's jump right in with a stat that
absolutely blew my mind.
Okay Are you ready for this?
Hit me.
Youtube is now more popularthan Netflix, peacock and Hulu
Whoa Combined.
Speaker 2 (00:54):
Really, yes, wow, that's incredible.
Speaker 1 (00:58):
It's true, and it really highlights how YouTube
has gone from just a simplevideo sharing site to like this
massive content hub that justdraws a huge audience.
Speaker 2 (01:09):
Yeah, it really does speak to how diverse their
audience is and how many peoplethey're reaching.
Speaker 1 (01:14):
Exactly, and that's a huge opportunity for local
businesses that are trying toreach new customers.
Yeah, because, let's face it,you need to be where your
customers are, and they are onYouTube.
They are.
They are clearly spending a tonof time there.
Speaker 2 (01:25):
And it's not just young people, you know glued to
their phones these days.
A surprising number of babyboomers are active on YouTube as
well.
Speaker 1 (01:32):
Yeah, how many are we talking?
Speaker 2 (01:34):
We're talking 68%.
Speaker 1 (01:35):
Wow.
Speaker 2 (01:35):
More than 20 thirds.
Speaker 1 (01:49):
So if you think that your target demographic isn't on
YouTube, you might want torethink that, yeah, I think a
lot of business owners stillhave this old kind of outdated
image of YouTube, you know, butthose numbers clearly show that
it's a platform with a waybroader reach than most people
realize it is.
And, speaking of reach,youtube's revenue sharing model
is actually attracting somereally high quality talent and
driving the creation of somereally amazing content.
Speaker 2 (02:03):
Yeah, absolutely.
That 50-50 split betweenYouTube and creators has
fostered this really uniqueecosystem that really does
encourage creators to producetheir best work because they
know they're going to getrewarded for it, and that
ultimately just leads to abetter experience for viewers
and advertisers alike.
Speaker 1 (02:19):
Okay, I'm starting to see the big picture here.
You know more viewers, morediverse content, higher quality
overall.
Speaker 2 (02:26):
Yeah.
Speaker 1 (02:26):
But how does this actually translate into tangible
benefits for, like, a localbusiness owner Right, who, let's
be honest, is probably alreadyjuggling a million things?
Speaker 2 (02:35):
Yeah, that's where things get interesting, because
one of the big takeaways fromthe research is that these
overly produced, reallyexpensive videos are becoming a
thing of the past.
Youtube is embracing whatthey're calling easy mode
content creation no.
Speaker 1 (02:49):
Busy mode Easy mode.
Tell me more.
Speaker 2 (02:51):
Well, think about it You're a busy business owner.
You don't have time to bescripting, shooting, editing
these elaborate videos.
Right YouTube is recognizingthat and they're actively
promoting more authentic,straightforward content.
Speaker 1 (03:01):
Oh, that is music to my ears.
Yeah, I am all about workingsmarter, not harder.
Yeah, and honestly, I thinkviewers are craving that
authenticity too.
Speaker 2 (03:11):
Oh for sure.
People are tired of feelinglike they're constantly being
sold to.
You know.
They want genuine connections,they want valuable information.
Speaker 1 (03:19):
Totally, and the research actually highlighted
this great example.
A creator called Clear ValueTax has found tons of success
just using screen recordings.
Speaker 2 (03:28):
Really yeah, wow.
Speaker 1 (03:29):
He literally stands in front of a plain wall, talks
about finances, tosses his notesover his shoulder when he's
done yeah.
No fancy editing, no customthumbnails, and yet his channel
is thriving.
Speaker 2 (03:44):
Wow, that's awesome.
Speaker 1 (03:45):
It just goes to show that you don't need a big budget
or a studio to make an impacton YouTube.
What matters most is providingvaluable content that really
speaks to your audience.
Speaker 2 (03:54):
Yeah, that's such a good point.
Speaker 1 (03:55):
And I think this also ties into a larger trend of
what the article called decisionfatigue.
Speaker 2 (04:00):
Decision fatigue.
Speaker 1 (04:01):
Decision fatigue.
Speaker 2 (04:02):
Oh, tell me more.
Speaker 1 (04:09):
Think about how much content is out there these days.
So much All competing for ourattention.
It's overwhelming, it is.
So what are people gravitatingtowards?
Yeah, either super short,snackable content that requires
very little effort, or longerform, immersive experiences
where they can really dive deepinto a topic.
Speaker 2 (04:21):
Oh, so like YouTube, shorts on one end of the
spectrum, yeah, and then those25 plus minute deep dives on the
other end.
Speaker 1 (04:28):
Exactly so.
Is there a sweet spot somewherein the middle?
Speaker 2 (04:31):
That's an interesting question, and there does seem
to be a sweet spot.
It appears that 90 seconds iskind of that magic number for
cross-platform content 90seconds, 90 seconds.
This length works well acrossInstagram, Facebook and even
TikTok, which recently expandedits video limit.
Speaker 1 (04:47):
That's a really great point because for a local
business managing multiplesocial media platforms, creating
content around, that 90 secondmark could be like a really
smart strategy.
It could.
It's all about maximizing yourreach and your efficiency.
Speaker 2 (05:01):
Absolutely, and you're in luck because YouTube's
extending the length of shortsto three minutes.
Speaker 1 (05:07):
Wow.
Speaker 2 (05:07):
Giving creators even more flexibility.
Speaker 1 (05:09):
Okay, so we've established you don't need a
Hollywood budget, right?
You don't need tons of time tocreate engaging YouTube content.
Speaker 2 (05:17):
Right.
Speaker 1 (05:17):
But with all these different formats and lengths,
how do you know what's actuallyworking?
Speaker 2 (05:28):
Like are we still slaves to the subscriber count?
That's a great question, and itleads us to one of the most
important points about YouTubeanalytics.
Here's the truth Subscribersdon't matter as much as you
think.
Speaker 1 (05:34):
Wait, really I thought subscriber count was
everything.
Speaker 2 (05:37):
It's a common misconception, but the reality
is that it's not about vanitymetrics anymore.
It's about engaged viewers.
Speaker 1 (05:43):
Engaged viewers.
Speaker 2 (05:44):
YouTube is focusing on unique viewers and returning
audience members.
Speaker 1 (05:48):
Got it.
Speaker 2 (05:48):
The people who are genuinely interested in your
content and coming back for more.
Speaker 1 (05:52):
So, instead of chasing after a million
subscribers, businesses shouldbe focusing on building a
community of loyal, engagedviewers Exactly who are actually
interested in what they have tooffer.
Speaker 2 (06:02):
That's the key.
Speaker 1 (06:03):
And the article highlighted this really
interesting example from SeanConnell, a YouTube expert and
founder of Think Media.
Speaker 2 (06:09):
Okay.
Speaker 1 (06:10):
When one of his shorts went viral and racked up
like 20 million views.
Speaker 2 (06:14):
Wow 20 million.
Speaker 1 (06:15):
It completely skewed his analytics.
It made it look like hischannel was failing because his
regular long-form content wasgetting only 800,000 views per
month.
Wow, that's crazy.
That is crazy.
That's a perfect example of howmisleading raw numbers can be.
It's not just about views.
It's about the quality of thoseviews and the level of
(06:36):
engagement they represent.
Speaker 2 (06:37):
Yeah, and that's something that we really
emphasize here at RainmakerReputation.
Our AI powered CRM helps youtrack those metrics that truly
matter for your business so youcan focus on building those
meaningful relationships withyour audience, not chasing
vanity metrics.
Speaker 1 (06:53):
Makes a lot of sense.
So we've covered content trends, audience engagement and the
changing landscape of YouTubeanalytics Yep, but what about
actually connecting with youraudience on a deeper level?
The article mentioned someinteresting updates there too,
right?
Speaker 2 (07:07):
It did, and that's exactly what we'll be diving
into.
Next.
We'll explore the power ofYouTube communities,
collaborative playlists and theexciting world of YouTube
shopping.
Speaker 1 (07:15):
Ooh, I can't wait.
Stay tuned.
Speaker 2 (07:17):
Yeah, stay with us.
Speaker 1 (07:19):
Welcome back to the Rainmaker's Edge Perspective.
Before the break, we weretalking about how YouTube is
evolving to better serve bothcreators and viewers, and for
local businesses.
Some of these changes arereally exciting.
Let's dive into a few toolsthat can really help you build a
stronger relationship with youraudience.
Speaker 2 (07:35):
Yeah, I want to talk about community building.
Yes, I mean, that's what we atRainmaker Reputation are all
about is building thoserelationships, and it sounds
like YouTube is stepping up itsgame in that area too.
Speaker 1 (07:45):
Yeah, they are.
Youtube communities is becominga really powerful tool for
creating two way conversationswith your audience.
You know it's going beyond justcomments and likes and into
something way more interactive,almost like a dedicated space
for your most loyal fans to hangout.
Speaker 2 (08:06):
So it's more than just a comment section.
It's like a little mini socialnetwork within YouTube.
Exactly Imagine your customerssharing their experiences with
your products, asking questions,posting pictures or even just
starting discussions amongstthemselves.
It's all about creating a senseof belonging and fostering
those authentic interactionsthat build brand loyalty.
Speaker 1 (08:24):
That sounds amazing, especially for local businesses,
because it's a way to connectwith your community on a more
personal level, right?
You know sometimes comments getlost in the shuffle, but having
a dedicated space for thoseinteractions seems incredibly
valuable, right?
What about those collaborativeplaylists?
I haven't heard much aboutthose.
Speaker 2 (08:41):
Collaborative playlists are a great way to
create shared experiences withyour audience.
You could invite viewers tocontribute to a playlist you
know, based on a theme relatedto your business.
Speaker 1 (08:50):
Okay.
Speaker 2 (08:51):
Not only does this increase engagement, but it also
exposes your audience to newcontent and creators they might
not have discovered otherwise.
Speaker 1 (08:57):
I love that.
It feels very community driven,yeah.
Okay, let's talk aboutsomething that really piqued my
interest YouTube shopping.
Speaker 2 (09:04):
Yes.
Speaker 1 (09:04):
This sounds like it could be a game changer for
businesses selling productsonline.
Tell me everything.
Speaker 2 (09:10):
It really has the potential to be huge.
Just imagine being able to tagproducts directly in your videos
.
Whether it's a long formtutorial or even a quick article
, Short viewers can seamlesslypurchase what they see without
ever leaving the platform soyou're telling me, no more
clicking links in thedescription exact, no more
searching for products on aseparate website it takes all
(09:32):
that away that is so slick.
I know is it complicated to setup?
Speaker 1 (09:36):
not at all.
The article explained it'spretty straightforward for
qualified channels to enableshopping features qualified
channels.
Speaker 2 (09:43):
What does that mean?
Speaker 1 (09:44):
By qualified, we're talking about like 500
subscribers and 3,000 hours ofwatch time.
Speaker 2 (09:50):
That seems pretty attainable.
Speaker 1 (09:52):
Yeah.
Speaker 2 (09:52):
For most businesses who are actively creating
content.
Speaker 1 (09:55):
It is.
And what's even better is thatYouTube shopping integrates with
major platforms like Shopify,walmart and Target, so you can
connect your existing e-commercestore or even partner with
major platforms like Shopify,walmart and Target.
Speaker 2 (10:03):
So you can connect your existing e-commerce store
or even partner with majorretailers.
Speaker 1 (10:07):
That's a huge Plus.
One of the things we talk abouta lot at Rainmaker Reputation
is making the most of yourexisting resources and
integrating different platforms,and it sounds like YouTube
shopping is doing just that.
Speaker 2 (10:19):
It is.
It's all about creating aseamless experience for both
businesses and consumers.
Speaker 1 (10:24):
I love it.
Ok, we've covered a lot ofground here.
I'm feeling inspired, butbefore we get ahead of ourselves
, I want to talk about practicaladvice.
How can a local business owner,who's maybe new to YouTube,
actually implement thesestrategies and find success on
the platform?
You know the article mentionedsome really valuable tips from
Sean Connell.
Speaker 2 (10:43):
Yeah, sean offers some great insights into how to
approach YouTube strategically.
He stresses the importance ofunderstanding how different
content types fit into youroverall goals Right, like, for
example, shorts are fantasticfor grabbing attention and
attracting new viewers, whilelong-form content allows you to
build deeper relationships andprovide more value.
Speaker 1 (11:03):
So it's not about choosing one format over the
other.
It's about using themstrategically to achieve
different goals.
Speaker 2 (11:09):
Exactly, and Sean has this great concept called
content marathons, which is abrilliant way to repurpose and
maximize your existing content.
Speaker 1 (11:18):
Content marathons.
Okay, I'm intrigued, tell memore.
Okay, so it's all about takingthose shorter videos.
Speaker 2 (11:21):
you've already created Content Confed marathons
.
Okay, I'm intrigued.
Tell me more.
Okay, so it's all about takingthose shorter videos you've
already created and combiningthem into longer, more
comprehensive presentations.
Let's say you have a series of10 minute videos on a particular
topic.
Instead of leaving them asstandalone pieces, you can
stitch them together into like a40 minute presentation or even
longer.
You remove the individual callsto action, you know, you add
(11:43):
smooth transitions and youcreate a really cohesive viewing
experience that keeps peopleengaged for longer.
Speaker 1 (11:49):
That's genius.
It's like turning your contentinto a binge worthy series.
Speaker 2 (11:52):
Right and from a strategic standpoint, it's
incredibly effective because itmaximizes your watch time.
Even if someone only watches 25percent of your 40 minute video
, that's still 10 minutes ofwatch time, which is much better
for your channel's overallperformance.
Speaker 1 (12:06):
It's all about those long term engagement metrics.
Speaker 2 (12:08):
It is.
Speaker 1 (12:08):
But let's be realistic here.
Not every business owner hasthe time to create hours of
content every week.
What about those of us who arealready feeling overwhelmed just
thinking about adding YouTubeto the mix?
Speaker 2 (12:21):
That's a valid concern, but Sean reassures us
that we don't need fancyequipment or elaborate
productions to succeed onYouTube.
Simple tools like Loom, zoom oreven Camtasia can be more than
enough, especially forbusiness-to-business content.
Speaker 1 (12:37):
So you're saying we can literally record our screens
, share our expertise andprovide value without getting
bogged down in the technicalstuff?
Speaker 2 (12:43):
Exactly, that's a relief it is, and YouTube is
making it even easier to come upwith content ideas with its new
AI-powered Inspiration tab.
Speaker 1 (12:51):
More than AI is helping us create content now.
Speaker 2 (12:53):
It is.
You can input you knowpotential video topics and the
Inspiration tab will give youdata-driven feedback about
audience interest levels,related topics and even generate
video outlines for you?
Speaker 1 (13:03):
Wow, that is amazing.
It sounds like it takes a lotof the guesswork out of content
creation.
You know, one of the thingswe've built into Rainmaker
Reputation AI CRM is the abilityto analyze data and predict
trends to help businesses makesmarter marketing decisions.
Speaker 2 (13:17):
Oh, that's cool.
Speaker 1 (13:18):
It's all about leveraging technology to
simplify and streamline yourefforts.
Speaker 2 (13:23):
Yeah, working smarter , not harder.
Speaker 1 (13:29):
YouTube is definitely embracing that philosophy with
these new tools and updates.
Okay, this is mind-blowingstuff, but before we get lost in
the excitement of AI-poweredvideo outlines and shopping
sprees on YouTube, let's bringit back down to earth for a
moment.
Right, what are some realisticexpectations for a local
business just starting out onYouTube?
I mean, it's easy to get caughtup in, you know, the hype of
viral videos and overnightsuccess, but what's a more
(13:51):
realistic outlook?
Speaker 2 (13:52):
That's a great question, and Sean emphasizes
the importance of focusing onconsistent baseline performance
rather than chasing thosefleeting viral moments.
Speaker 1 (14:00):
Okay.
Speaker 2 (14:00):
You know he believes that building a loyal audience
who consistently engages withyour content is far more
valuable than sporadic viralsuccess.
Speaker 1 (14:08):
So it's not about trying to hit a home run every
time.
It's about consistently gettingon base and building that solid
foundation for long-termsuccess.
Speaker 2 (14:17):
Exactly.
Sean uses his own channel as anexample.
He consistently gets about800,000 monthly views from
engaged viewers who are investedin his long-form content, and
he believes that, you know,building an audience like this,
an audience that trusts you andvalues your content, is far more
sustainable and, ultimately,more rewarding.
Speaker 1 (14:37):
I love that.
It's about playing the longgame, building trust and
providing consistent value toyour audience.
Speaker 2 (14:42):
It is.
Speaker 1 (14:42):
Okay, I am feeling inspired and ready to take
action.
Okay, but before we wrap thingsup, I want to touch on
something that's reallyimportant to us here at
Rainmaker Reputation leveragingtechnology to make online
marketing easier and moreeffective for local businesses.
Right, it seems like YouTube ismoving in the same direction
with all these updates.
Absolutely what are yourthoughts on that?
Speaker 2 (15:01):
I completely agree.
Youtube is becoming moreaccessible and user-friendly
than ever before, which isfantastic news for businesses of
all sizes, and it alignsperfectly with Rainmaker
Reputation's mission ofempowering businesses to thrive
in the digital world.
Speaker 1 (15:17):
And that's where Rainmaker Reputation AI CRM
comes in.
You know we can help younavigate all these exciting new
features, develop a winningYouTube strategy that aligns
with your specific businessgoals and, ultimately, connect
with more customers online.
Speaker 2 (15:32):
We take the guesswork out of online marketing and we
help you leverage the power ofplatforms like YouTube to reach
your full potential.
Speaker 1 (15:39):
So, for all you local business owners listening, I
encourage you to explore thepossibilities that YouTube has
to offer.
Speaker 2 (15:44):
Yeah.
Speaker 1 (15:45):
It might just be the missing piece of your marketing
puzzle.
Speaker 2 (15:47):
It could be.
Speaker 1 (15:48):
Welcome back to the Rainmaker's Edge Perspective.
We have covered so much groundtoday, you know, exploring all
the changes coming to YouTubeand how local businesses can use
those changes to really grow.
Speaker 2 (15:58):
Yeah, it's a lot to take in.
Speaker 1 (16:00):
It is.
Speaker 2 (16:00):
But even if you just walk away with you know one or
two key insights from this deepdive, you'll be way ahead of the
game in 2025.
Speaker 1 (16:08):
Absolutely Okay, so let's do like a quick recap of
what we've learned.
First of all, YouTube is huge.
Speaker 2 (16:13):
It is.
Speaker 1 (16:13):
Forget Netflix.
Youtube is where it's at whenit comes to viewership and just
the diversity of the content.
Speaker 2 (16:18):
Yeah, and for local businesses, you know, that means
a huge opportunity to connectwith a larger, more diverse
audience than ever before.
Speaker 1 (16:26):
We also debunked the myth that you need a big budget
and fancy equipment to creategreat YouTube content.
Right Easy mode is the name ofthe game.
Speaker 2 (16:35):
It's easy mode.
Speaker 1 (16:35):
With authentic, straightforward videos taking
center stage.
Speaker 2 (16:39):
Exactly, whether it's simple screen recordings or
behind the scenes glimpses ofyour business, or even just
heartfelt messages directly toyour customers.
Speaker 1 (16:47):
Right.
Speaker 2 (16:47):
Authenticity is key.
Speaker 1 (16:49):
Authenticity resonates and remember that
magic number 90 seconds 90seconds.
That seems to be the sweet spotfor cross-platform content.
Speaker 2 (16:58):
Yeah.
Speaker 1 (16:58):
Create one share everywhere.
Speaker 2 (17:00):
I love it.
Speaker 1 (17:01):
Talk about efficiency .
Speaker 2 (17:02):
That's what we like.
Speaker 1 (17:03):
Which is so key for busy business owners.
Speaker 2 (17:06):
Yeah.
Speaker 1 (17:07):
And, speaking of streamlining your efforts, we
explored the potential ofYouTube shopping.
Speaker 2 (17:12):
Yes, YouTube shopping is huge.
Speaker 1 (17:14):
Being able to tag products directly in your videos
and connect to platforms likeShopify just opens up a whole
new world of possibilities forlocal businesses.
Speaker 2 (17:25):
It really does.
It streamlines the buyingprocess and makes it a much more
enjoyable experience for thoseviewers.
Speaker 1 (17:30):
But beyond all the cool new features and all the
trends, I think one of the mostimportant takeaways from today
is the power of community onYouTube 100%.
Speaker 2 (17:39):
It's not about chasing vanity metrics or going
viral.
It's about connecting with youraudience authentically,
building relationships andproviding consistent value.
Speaker 1 (17:49):
Exactly, and that's what we're all about at
Rainmaker Reputation.
Speaker 2 (17:51):
It is.
Speaker 1 (17:52):
Our AI-powered CRM can help you build those
relationships, track thoseimportant metrics and,
ultimately, grow your business.
Speaker 2 (17:58):
From creating engaging content to analyzing
data and optimizing yourstrategy.
Rainmaker Reputation is yourpartner in navigating this
ever-evolving world of onlinemarketing.
Speaker 1 (18:07):
So, if you're ready to take your local business to
the next level, head over to theRainmaker Reputation website
and connect with our team.
Yes, we would love to help youcraft a winning YouTube strategy
.
Speaker 2 (18:18):
Absolutely, and remember the future of YouTube
is bright.
It's all about connection,authenticity and community.
Speaker 1 (18:25):
I love it.
Speaker 2 (18:26):
Embrace those values and you will be well on your way
to success.
Speaker 1 (18:30):
Thanks for joining us on this deep dive into the
future of YouTube.
Speaker 2 (18:33):
Yes, thank you.
Speaker 1 (18:34):
We'll see you next time on the Rainmaker's Edge
Perspective.
Hey everyone and welcome back to the Rainmaker's
Edge Perspective.
We're always looking for newways to give your local
businesses a leg upright and youknow, today we're diving deep
into something that could be atotal game changer in 2025.
Youtube, youtube.
Now you might be thinking.
Youtube that's for unboxingvideos and cat videos and makeup
tutorials.
Speaker 2 (00:20):
Right.
Speaker 1 (00:20):
But trust me, this platform has evolved.
Speaker 2 (00:23):
It has.
Speaker 1 (00:24):
Into something much bigger.
Speaker 2 (00:25):
Way bigger.
Speaker 1 (00:27):
And we're going to break down why it matters, now
more than ever for localbusinesses like yours.
Speaker 2 (00:32):
Yeah, you know we've been digging into some
fascinating research from SocialMedia Examiner about what's
coming next for YouTube, andsome of these insights are
really eye-opening, especiallyfor local businesses who might
be overlooking the platform.
Speaker 1 (00:44):
Okay, so let's jump right in with a stat that
absolutely blew my mind.
Okay Are you ready for this?
Hit me.
Youtube is now more popularthan Netflix, peacock and Hulu
Whoa Combined.
Speaker 2 (00:54):
Really, yes, wow, that's incredible.
Speaker 1 (00:58):
It's true, and it really highlights how YouTube
has gone from just a simplevideo sharing site to like this
massive content hub that justdraws a huge audience.
Speaker 2 (01:09):
Yeah, it really does speak to how diverse their
audience is and how many peoplethey're reaching.
Speaker 1 (01:14):
Exactly, and that's a huge opportunity for local
businesses that are trying toreach new customers.
Yeah, because, let's face it,you need to be where your
customers are, and they are onYouTube.
They are.
They are clearly spending a tonof time there.
Speaker 2 (01:25):
And it's not just young people, you know glued to
their phones these days.
A surprising number of babyboomers are active on YouTube as
well.
Speaker 1 (01:32):
Yeah, how many are we talking?
Speaker 2 (01:34):
We're talking 68%.
Speaker 1 (01:35):
Wow.
Speaker 2 (01:35):
More than 20 thirds.
Speaker 1 (01:49):
So if you think that your target demographic isn't on
YouTube, you might want torethink that, yeah, I think a
lot of business owners stillhave this old kind of outdated
image of YouTube, you know, butthose numbers clearly show that
it's a platform with a waybroader reach than most people
realize it is.
And, speaking of reach,youtube's revenue sharing model
is actually attracting somereally high quality talent and
driving the creation of somereally amazing content.
Speaker 2 (02:03):
Yeah, absolutely.
That 50-50 split betweenYouTube and creators has
fostered this really uniqueecosystem that really does
encourage creators to producetheir best work because they
know they're going to getrewarded for it, and that
ultimately just leads to abetter experience for viewers
and advertisers alike.
Speaker 1 (02:19):
Okay, I'm starting to see the big picture here.
You know more viewers, morediverse content, higher quality
overall.
Speaker 2 (02:26):
Yeah.
Speaker 1 (02:26):
But how does this actually translate into tangible
benefits for, like, a localbusiness owner Right, who, let's
be honest, is probably alreadyjuggling a million things?
Speaker 2 (02:35):
Yeah, that's where things get interesting, because
one of the big takeaways fromthe research is that these
overly produced, reallyexpensive videos are becoming a
thing of the past.
Youtube is embracing whatthey're calling easy mode
content creation no.
Speaker 1 (02:49):
Busy mode Easy mode.
Tell me more.
Speaker 2 (02:51):
Well, think about it You're a busy business owner.
You don't have time to bescripting, shooting, editing
these elaborate videos.
Right YouTube is recognizingthat and they're actively
promoting more authentic,straightforward content.
Speaker 1 (03:01):
Oh, that is music to my ears.
Yeah, I am all about workingsmarter, not harder.
Yeah, and honestly, I thinkviewers are craving that
authenticity too.
Speaker 2 (03:11):
Oh for sure.
People are tired of feelinglike they're constantly being
sold to.
You know.
They want genuine connections,they want valuable information.
Speaker 1 (03:19):
Totally, and the research actually highlighted
this great example.
A creator called Clear ValueTax has found tons of success
just using screen recordings.
Speaker 2 (03:28):
Really yeah, wow.
Speaker 1 (03:29):
He literally stands in front of a plain wall, talks
about finances, tosses his notesover his shoulder when he's
done yeah.
No fancy editing, no customthumbnails, and yet his channel
is thriving.
Speaker 2 (03:44):
Wow, that's awesome.
Speaker 1 (03:45):
It just goes to show that you don't need a big budget
or a studio to make an impacton YouTube.
What matters most is providingvaluable content that really
speaks to your audience.
Speaker 2 (03:54):
Yeah, that's such a good point.
Speaker 1 (03:55):
And I think this also ties into a larger trend of
what the article called decisionfatigue.
Speaker 2 (04:00):
Decision fatigue.
Speaker 1 (04:01):
Decision fatigue.
Speaker 2 (04:02):
Oh, tell me more.
Speaker 1 (04:09):
Think about how much content is out there these days.
So much All competing for ourattention.
It's overwhelming, it is.
So what are people gravitatingtowards?
Yeah, either super short,snackable content that requires
very little effort, or longerform, immersive experiences
where they can really dive deepinto a topic.
Speaker 2 (04:21):
Oh, so like YouTube, shorts on one end of the
spectrum, yeah, and then those25 plus minute deep dives on the
other end.
Speaker 1 (04:28):
Exactly so.
Is there a sweet spot somewherein the middle?
Speaker 2 (04:31):
That's an interesting question, and there does seem
to be a sweet spot.
It appears that 90 seconds iskind of that magic number for
cross-platform content 90seconds, 90 seconds.
This length works well acrossInstagram, Facebook and even
TikTok, which recently expandedits video limit.
Speaker 1 (04:47):
That's a really great point because for a local
business managing multiplesocial media platforms, creating
content around, that 90 secondmark could be like a really
smart strategy.
It could.
It's all about maximizing yourreach and your efficiency.
Speaker 2 (05:01):
Absolutely, and you're in luck because YouTube's
extending the length of shortsto three minutes.
Speaker 1 (05:07):
Wow.
Speaker 2 (05:07):
Giving creators even more flexibility.
Speaker 1 (05:09):
Okay, so we've established you don't need a
Hollywood budget, right?
You don't need tons of time tocreate engaging YouTube content.
Speaker 2 (05:17):
Right.
Speaker 1 (05:17):
But with all these different formats and lengths,
how do you know what's actuallyworking?
Speaker 2 (05:28):
Like are we still slaves to the subscriber count?
That's a great question, and itleads us to one of the most
important points about YouTubeanalytics.
Here's the truth Subscribersdon't matter as much as you
think.
Speaker 1 (05:34):
Wait, really I thought subscriber count was
everything.
Speaker 2 (05:37):
It's a common misconception, but the reality
is that it's not about vanitymetrics anymore.
It's about engaged viewers.
Speaker 1 (05:43):
Engaged viewers.
Speaker 2 (05:44):
YouTube is focusing on unique viewers and returning
audience members.
Speaker 1 (05:48):
Got it.
Speaker 2 (05:48):
The people who are genuinely interested in your
content and coming back for more.
Speaker 1 (05:52):
So, instead of chasing after a million
subscribers, businesses shouldbe focusing on building a
community of loyal, engagedviewers Exactly who are actually
interested in what they have tooffer.
Speaker 2 (06:02):
That's the key.
Speaker 1 (06:03):
And the article highlighted this really
interesting example from SeanConnell, a YouTube expert and
founder of Think Media.
Speaker 2 (06:09):
Okay.
Speaker 1 (06:10):
When one of his shorts went viral and racked up
like 20 million views.
Speaker 2 (06:14):
Wow 20 million.
Speaker 1 (06:15):
It completely skewed his analytics.
It made it look like hischannel was failing because his
regular long-form content wasgetting only 800,000 views per
month.
Wow, that's crazy.
That is crazy.
That's a perfect example of howmisleading raw numbers can be.
It's not just about views.
It's about the quality of thoseviews and the level of
(06:36):
engagement they represent.
Speaker 2 (06:37):
Yeah, and that's something that we really
emphasize here at RainmakerReputation.
Our AI powered CRM helps youtrack those metrics that truly
matter for your business so youcan focus on building those
meaningful relationships withyour audience, not chasing
vanity metrics.
Speaker 1 (06:53):
Makes a lot of sense.
So we've covered content trends, audience engagement and the
changing landscape of YouTubeanalytics Yep, but what about
actually connecting with youraudience on a deeper level?
The article mentioned someinteresting updates there too,
right?
Speaker 2 (07:07):
It did, and that's exactly what we'll be diving
into.
Next.
We'll explore the power ofYouTube communities,
collaborative playlists and theexciting world of YouTube
shopping.
Speaker 1 (07:15):
Ooh, I can't wait.
Stay tuned.
Speaker 2 (07:17):
Yeah, stay with us.
Speaker 1 (07:19):
Welcome back to the Rainmaker's Edge Perspective.
Before the break, we weretalking about how YouTube is
evolving to better serve bothcreators and viewers, and for
local businesses.
Some of these changes arereally exciting.
Let's dive into a few toolsthat can really help you build a
stronger relationship with youraudience.
Speaker 2 (07:35):
Yeah, I want to talk about community building.
Yes, I mean, that's what we atRainmaker Reputation are all
about is building thoserelationships, and it sounds
like YouTube is stepping up itsgame in that area too.
Speaker 1 (07:45):
Yeah, they are.
Youtube communities is becominga really powerful tool for
creating two way conversationswith your audience.
You know it's going beyond justcomments and likes and into
something way more interactive,almost like a dedicated space
for your most loyal fans to hangout.
Speaker 2 (08:06):
So it's more than just a comment section.
It's like a little mini socialnetwork within YouTube.
Exactly Imagine your customerssharing their experiences with
your products, asking questions,posting pictures or even just
starting discussions amongstthemselves.
It's all about creating a senseof belonging and fostering
those authentic interactionsthat build brand loyalty.
Speaker 1 (08:24):
That sounds amazing, especially for local businesses,
because it's a way to connectwith your community on a more
personal level, right?
You know sometimes comments getlost in the shuffle, but having
a dedicated space for thoseinteractions seems incredibly
valuable, right?
What about those collaborativeplaylists?
I haven't heard much aboutthose.
Speaker 2 (08:41):
Collaborative playlists are a great way to
create shared experiences withyour audience.
You could invite viewers tocontribute to a playlist you
know, based on a theme relatedto your business.
Speaker 1 (08:50):
Okay.
Speaker 2 (08:51):
Not only does this increase engagement, but it also
exposes your audience to newcontent and creators they might
not have discovered otherwise.
Speaker 1 (08:57):
I love that.
It feels very community driven,yeah.
Okay, let's talk aboutsomething that really piqued my
interest YouTube shopping.
Speaker 2 (09:04):
Yes.
Speaker 1 (09:04):
This sounds like it could be a game changer for
businesses selling productsonline.
Tell me everything.
Speaker 2 (09:10):
It really has the potential to be huge.
Just imagine being able to tagproducts directly in your videos
.
Whether it's a long formtutorial or even a quick article
, Short viewers can seamlesslypurchase what they see without
ever leaving the platform soyou're telling me, no more
clicking links in thedescription exact, no more
searching for products on aseparate website it takes all
(09:32):
that away that is so slick.
I know is it complicated to setup?
Speaker 1 (09:36):
not at all.
The article explained it'spretty straightforward for
qualified channels to enableshopping features qualified
channels.
Speaker 2 (09:43):
What does that mean?
Speaker 1 (09:44):
By qualified, we're talking about like 500
subscribers and 3,000 hours ofwatch time.
Speaker 2 (09:50):
That seems pretty attainable.
Speaker 1 (09:52):
Yeah.
Speaker 2 (09:52):
For most businesses who are actively creating
content.
Speaker 1 (09:55):
It is.
And what's even better is thatYouTube shopping integrates with
major platforms like Shopify,walmart and Target, so you can
connect your existing e-commercestore or even partner with
major platforms like Shopify,walmart and Target.
Speaker 2 (10:03):
So you can connect your existing e-commerce store
or even partner with majorretailers.
Speaker 1 (10:07):
That's a huge Plus.
One of the things we talk abouta lot at Rainmaker Reputation
is making the most of yourexisting resources and
integrating different platforms,and it sounds like YouTube
shopping is doing just that.
Speaker 2 (10:19):
It is.
It's all about creating aseamless experience for both
businesses and consumers.
Speaker 1 (10:24):
I love it.
Ok, we've covered a lot ofground here.
I'm feeling inspired, butbefore we get ahead of ourselves
, I want to talk about practicaladvice.
How can a local business owner,who's maybe new to YouTube,
actually implement thesestrategies and find success on
the platform?
You know the article mentionedsome really valuable tips from
Sean Connell.
Speaker 2 (10:43):
Yeah, sean offers some great insights into how to
approach YouTube strategically.
He stresses the importance ofunderstanding how different
content types fit into youroverall goals Right, like, for
example, shorts are fantasticfor grabbing attention and
attracting new viewers, whilelong-form content allows you to
build deeper relationships andprovide more value.
Speaker 1 (11:03):
So it's not about choosing one format over the
other.
It's about using themstrategically to achieve
different goals.
Speaker 2 (11:09):
Exactly, and Sean has this great concept called
content marathons, which is abrilliant way to repurpose and
maximize your existing content.
Speaker 1 (11:18):
Content marathons.
Okay, I'm intrigued, tell memore.
Okay, so it's all about takingthose shorter videos.
Speaker 2 (11:21):
you've already created Content Confed marathons
.
Okay, I'm intrigued.
Tell me more.
Okay, so it's all about takingthose shorter videos you've
already created and combiningthem into longer, more
comprehensive presentations.
Let's say you have a series of10 minute videos on a particular
topic.
Instead of leaving them asstandalone pieces, you can
stitch them together into like a40 minute presentation or even
longer.
You remove the individual callsto action, you know, you add
(11:43):
smooth transitions and youcreate a really cohesive viewing
experience that keeps peopleengaged for longer.
Speaker 1 (11:49):
That's genius.
It's like turning your contentinto a binge worthy series.
Speaker 2 (11:52):
Right and from a strategic standpoint, it's
incredibly effective because itmaximizes your watch time.
Even if someone only watches 25percent of your 40 minute video
, that's still 10 minutes ofwatch time, which is much better
for your channel's overallperformance.
Speaker 1 (12:06):
It's all about those long term engagement metrics.
Speaker 2 (12:08):
It is.
Speaker 1 (12:08):
But let's be realistic here.
Not every business owner hasthe time to create hours of
content every week.
What about those of us who arealready feeling overwhelmed just
thinking about adding YouTubeto the mix?
Speaker 2 (12:21):
That's a valid concern, but Sean reassures us
that we don't need fancyequipment or elaborate
productions to succeed onYouTube.
Simple tools like Loom, zoom oreven Camtasia can be more than
enough, especially forbusiness-to-business content.
Speaker 1 (12:37):
So you're saying we can literally record our screens
, share our expertise andprovide value without getting
bogged down in the technicalstuff?
Speaker 2 (12:43):
Exactly, that's a relief it is, and YouTube is
making it even easier to come upwith content ideas with its new
AI-powered Inspiration tab.
Speaker 1 (12:51):
More than AI is helping us create content now.
Speaker 2 (12:53):
It is.
You can input you knowpotential video topics and the
Inspiration tab will give youdata-driven feedback about
audience interest levels,related topics and even generate
video outlines for you?
Speaker 1 (13:03):
Wow, that is amazing.
It sounds like it takes a lotof the guesswork out of content
creation.
You know, one of the thingswe've built into Rainmaker
Reputation AI CRM is the abilityto analyze data and predict
trends to help businesses makesmarter marketing decisions.
Speaker 2 (13:17):
Oh, that's cool.
Speaker 1 (13:18):
It's all about leveraging technology to
simplify and streamline yourefforts.
Speaker 2 (13:23):
Yeah, working smarter , not harder.
Speaker 1 (13:29):
YouTube is definitely embracing that philosophy with
these new tools and updates.
Okay, this is mind-blowingstuff, but before we get lost in
the excitement of AI-poweredvideo outlines and shopping
sprees on YouTube, let's bringit back down to earth for a
moment.
Right, what are some realisticexpectations for a local
business just starting out onYouTube?
I mean, it's easy to get caughtup in, you know, the hype of
viral videos and overnightsuccess, but what's a more
(13:51):
realistic outlook?
Speaker 2 (13:52):
That's a great question, and Sean emphasizes
the importance of focusing onconsistent baseline performance
rather than chasing thosefleeting viral moments.
Speaker 1 (14:00):
Okay.
Speaker 2 (14:00):
You know he believes that building a loyal audience
who consistently engages withyour content is far more
valuable than sporadic viralsuccess.
Speaker 1 (14:08):
So it's not about trying to hit a home run every
time.
It's about consistently gettingon base and building that solid
foundation for long-termsuccess.
Speaker 2 (14:17):
Exactly.
Sean uses his own channel as anexample.
He consistently gets about800,000 monthly views from
engaged viewers who are investedin his long-form content, and
he believes that, you know,building an audience like this,
an audience that trusts you andvalues your content, is far more
sustainable and, ultimately,more rewarding.
Speaker 1 (14:37):
I love that.
It's about playing the longgame, building trust and
providing consistent value toyour audience.
Speaker 2 (14:42):
It is.
Speaker 1 (14:42):
Okay, I am feeling inspired and ready to take
action.
Okay, but before we wrap thingsup, I want to touch on
something that's reallyimportant to us here at
Rainmaker Reputation leveragingtechnology to make online
marketing easier and moreeffective for local businesses.
Right, it seems like YouTube ismoving in the same direction
with all these updates.
Absolutely what are yourthoughts on that?
Speaker 2 (15:01):
I completely agree.
Youtube is becoming moreaccessible and user-friendly
than ever before, which isfantastic news for businesses of
all sizes, and it alignsperfectly with Rainmaker
Reputation's mission ofempowering businesses to thrive
in the digital world.
Speaker 1 (15:17):
And that's where Rainmaker Reputation AI CRM
comes in.
You know we can help younavigate all these exciting new
features, develop a winningYouTube strategy that aligns
with your specific businessgoals and, ultimately, connect
with more customers online.
Speaker 2 (15:32):
We take the guesswork out of online marketing and we
help you leverage the power ofplatforms like YouTube to reach
your full potential.
Speaker 1 (15:39):
So, for all you local business owners listening, I
encourage you to explore thepossibilities that YouTube has
to offer.
Speaker 2 (15:44):
Yeah.
Speaker 1 (15:45):
It might just be the missing piece of your marketing
puzzle.
Speaker 2 (15:47):
It could be.
Speaker 1 (15:48):
Welcome back to the Rainmaker's Edge Perspective.
We have covered so much groundtoday, you know, exploring all
the changes coming to YouTubeand how local businesses can use
those changes to really grow.
Speaker 2 (15:58):
Yeah, it's a lot to take in.
Speaker 1 (16:00):
It is.
Speaker 2 (16:00):
But even if you just walk away with you know one or
two key insights from this deepdive, you'll be way ahead of the
game in 2025.
Speaker 1 (16:08):
Absolutely Okay, so let's do like a quick recap of
what we've learned.
First of all, YouTube is huge.
Speaker 2 (16:13):
It is.
Speaker 1 (16:13):
Forget Netflix.
Youtube is where it's at whenit comes to viewership and just
the diversity of the content.
Speaker 2 (16:18):
Yeah, and for local businesses, you know, that means
a huge opportunity to connectwith a larger, more diverse
audience than ever before.
Speaker 1 (16:26):
We also debunked the myth that you need a big budget
and fancy equipment to creategreat YouTube content.
Right Easy mode is the name ofthe game.
Speaker 2 (16:35):
It's easy mode.
Speaker 1 (16:35):
With authentic, straightforward videos taking
center stage.
Speaker 2 (16:39):
Exactly, whether it's simple screen recordings or
behind the scenes glimpses ofyour business, or even just
heartfelt messages directly toyour customers.
Speaker 1 (16:47):
Right.
Speaker 2 (16:47):
Authenticity is key.
Speaker 1 (16:49):
Authenticity resonates and remember that
magic number 90 seconds 90seconds.
That seems to be the sweet spotfor cross-platform content.
Speaker 2 (16:58):
Yeah.
Speaker 1 (16:58):
Create one share everywhere.
Speaker 2 (17:00):
I love it.
Speaker 1 (17:01):
Talk about efficiency .
Speaker 2 (17:02):
That's what we like.
Speaker 1 (17:03):
Which is so key for busy business owners.
Speaker 2 (17:06):
Yeah.
Speaker 1 (17:07):
And, speaking of streamlining your efforts, we
explored the potential ofYouTube shopping.
Speaker 2 (17:12):
Yes, YouTube shopping is huge.
Speaker 1 (17:14):
Being able to tag products directly in your videos
and connect to platforms likeShopify just opens up a whole
new world of possibilities forlocal businesses.
Speaker 2 (17:25):
It really does.
It streamlines the buyingprocess and makes it a much more
enjoyable experience for thoseviewers.
Speaker 1 (17:30):
But beyond all the cool new features and all the
trends, I think one of the mostimportant takeaways from today
is the power of community onYouTube 100%.
Speaker 2 (17:39):
It's not about chasing vanity metrics or going
viral.
It's about connecting with youraudience authentically,
building relationships andproviding consistent value.
Speaker 1 (17:49):
Exactly, and that's what we're all about at
Rainmaker Reputation.
Speaker 2 (17:51):
It is.
Speaker 1 (17:52):
Our AI-powered CRM can help you build those
relationships, track thoseimportant metrics and,
ultimately, grow your business.
Speaker 2 (17:58):
From creating engaging content to analyzing
data and optimizing yourstrategy.
Rainmaker Reputation is yourpartner in navigating this
ever-evolving world of onlinemarketing.
Speaker 1 (18:07):
So, if you're ready to take your local business to
the next level, head over to theRainmaker Reputation website
and connect with our team.
Yes, we would love to help youcraft a winning YouTube strategy
.
Speaker 2 (18:18):
Absolutely, and remember the future of YouTube
is bright.
It's all about connection,authenticity and community.
Speaker 1 (18:25):
I love it.
Speaker 2 (18:26):
Embrace those values and you will be well on your way
to success.
Speaker 1 (18:30):
Thanks for joining us on this deep dive into the
future of YouTube.
Speaker 2 (18:33):
Yes, thank you.
Speaker 1 (18:34):
We'll see you next time on the Rainmaker's Edge
Perspective.
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