Brendan Kane
speaker
242 appearances
1 recordings
1 series
first heard Dec 2024
last heard Dec 2024
Brendan Kane’s voice in public audio — every appearance, attributed to the second.
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It's a great point. And I'll kind of break down the distinction because people think about, and especially a lot of business owners, business owners can kind of think about virality and be like, well, I just want to generate more leads. I want to generate more customers, more purchases for my brand.
And they can't kind of correlate it because they think virality is like that pesky teenager down the street that's making dance videos on TikTok. Yeah. But the reality is, if you think about almost all businesses today have some type of social media presence. And let's just say that on average, you're generating, let's say, 10,000 views of video.
Now, people listening to this, I want you to take whatever that number is, 1,000, 10,000, maybe some people are generating 100,000, and then multiply that by 10. Then multiply that by 100. Then multiply that by 100,000. What would that do if that many people were paying attention to what you had to say?
Now, the potential of social media is only capped at how big you can dream, how big your business is. And I'll give you an example. We have two beauty influencers, both same amount of subscribers on YouTube, several million, and one does brand deals. And she does relatively well. She does six figures a year off of brand deals. But then one turns it into a multi-billion dollar company called Ipsy.
That one is Michelle Phan, a friend of mine. So that is the same thing, the same type of audience, the same industry, the same amount of views and subscribers. One turns it into valuation of billions, while the other turns it into six figures. So it's just a tool to do what you want with it. And some people use it to do well, six figures.
Some people do it to have millions of followers or subscribers that don't really do anything from a revenue standpoint, while others turns it into billions of dollars of value.
Yeah, like the Kardashians do a pretty good job of monetizing it.
Absolutely.
What's the one that's a billionaire?
Kylie Jenner.
Kylie. I saw her stand in the airport for the little makeup.
Yeah. And people kind of undercut that and say like, oh, well, she's just an influencer. But how many other... I think she was at the time the youngest self-made billionaire off of social media.
This is the most fascinating subject because at A1 here, we spend about $3 million a month. We do TV, radio, billboards. We do Valpak, the little blue mailers. I personally do a lot of social media, but we haven't really cracked the code. But there are people
I've heard that it's hard to go viral organically, like YouTube, Facebook, Instagram, TikTok have made it harder than it used to be, unless it's like a goofy reel without really any advertising in it, because they want you to pay. What's your thoughts on that?
Is it hard? Yes. But I bet everything that you've mastered in marketing was hard. It's like not every business can spend $3 million a month profitably. That's hard. Same thing with organic content. People will say, oh, my account is shadow banned, or they're suppressing my reach on purpose in order to get me to pay for it. That's just inherently false.
In order to understand it, you have to understand the algorithms. And the algorithms control reach and distribution of the content. So what are the algorithms fundamentally designed to do? keep people on the platform longer because the longer people are watching your videos, the more ads they can serve, the more profit they generate.
Now, this isn't like Netflix where they're investing billions of dollars in original content. So they rely on us. They want to see us succeed. They want to serve our content to millions of people. Now, the challenge and the difficult part is when I started in social media in 2005, there's a few million people on the platform. Today, there's close to 5 billion people on social media.
So that's the difficult part is if any one of us opened up our favorite social media app, whether it be Facebook, TikTok, YouTube, Instagram, whatever we use, there's probably 150,000 pieces of content it can see to us based on the people that we follow and the content we've engaged with.
so in reality is you're competing for that attention to prove to the algorithms your content can hold attention longer than other content even looking at your instagram profile your most viral videos are not like silly pet videos they're not people jumping off of roofs it's really deeply emotional and educational content now it's shaped and contextualized in a different way
But if it was all about getting you to pay for it, then nobody would ever go viral. You know, Mr. Beast, who started in his bedroom when he was 13 years old, he wouldn't build this massive empire of 500 subscribers across all of his channels.
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