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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Appearances
Definitely not hit all of them. Typically, it depends on your B2B, B2C. Typically, the way that we look at it is understanding what are the business goals and objectives? What type of product are we selling? Is this high ticket? Is this low ticket? Things of that nature.
But what we kind of look at is like we always start with what is the format or series that we want to go after, and that typically dictates the platform. Now, LinkedIn and X are very different than TikTok, YouTube, YouTube Shorts, Meta, Instagram. As you know, LinkedIn, very business audience, definitely smaller in aggregate audience size than the others. X, more text based.
They're going heavier into video, but again, much smaller audience size than kind of the bigger ones. So if you're like strictly like a B2B play, and it also depends on kind of, do you want to create the content? Are you willing to create the content? Do you have a team to create the content? it kind of dictates where you go. I can definitively say that there's no wrong way.
I would never say, no, don't do that. If you're like, really, I want to master this platform and there's a solid kind of business reason or content reason behind it. If you master any one of these platforms, you're going to have more business and leads and revenue than you know what to do with because economies of scale at this juncture are so large.
Do you care about getting paid back from YouTube at all? Does that even factor into anything when you're thinking about it?
I think it depends on the business. I think it's a definite bonus. I think what you said about Dan Martell saying that if you master it, it can pay for everything. I think that's a great bonus. I focus on how you actually master it because it's one thing he's 100% correct.
And if you master it, it can pay for anything because their revenue share program is far more mature than any of the others because... it's longer form content. They can do interstitials and it's very easy to do the revenue share where all the other platforms, it's short form content. You can't do interstitials. So it's difficult to kind of share the revenue with the specific creator.
I'm more focused on what is the underlying business goal and objective that you're trying to achieve with the platform? Because if you master YouTube, for example, and let's just go back to Ryan Serhant, you said you knew him, luxury real estate agent, sells properties in Manhattan that are anywhere from $15 million to $250 million. So he's playing a completely different ballgame than most people.
Specific niche audience with the top 1% in the entire world in terms of their net worth and what they're willing to spend on a property. So what he does is he plays the game of what we call the generalist principle of, I'm going to reach millions and millions of people with my brand and my message on YouTube. And if less than 1% is my core ideal audience, I'm killing the competitor.
Because he's generating millions and millions of views a month. He's even said he has sold a $30 million property off a single YouTube video. So if you think about that, the commission off a $30 million property could... compared to what you're making on YouTube AdSense. And I'm not saying, I'm not diluting the AdSense. It's great.
But then like when I mentioned Michelle Phan, who built Ipsy into a multi-billion dollar corporation, do you think at the end of the day, she's kind of measuring how much AdSense she's generating off of videos?
No, it's relative. So Jeremy Miner says, I only post videos about sales. That's what I'm known for. That's what makes the phone ring. You got a guy like Andy Elliott saying, if you don't have a six pack, I'm not hiring you. His stuff goes viral. And Dan Martello is like, I like to tell the personal side. I like to talk about, you know, my fiance that left me because I work too much.
I talk about my kids and they measure every single piece of content they put out. They measure, when you talk about this, it gets this many views. When we talk about this, it goes down. When you talk about this, and he almost uses podcasts. He likes going to smaller podcasts because they ask weird questions. The big podcast, where did you come from? What are you doing? And he uses that as content.
What would be, he loves the interview style for his videos. And the book put them on the map, Buy Back Your Time. It's right there. What do you think, because their strategies, a little bit you get to learn about who I am. You get to learn about me as a person. You get to meet my dogs. You get to see what I do at home. And then we talk about business 30% of the time.
Or does your structures really just fall into one category for most of the time?
So everything that you said of what they're doing, there's nothing wrong with it. What I'm focusing on is how you be at the top 1% of social media. So everything that I'm saying is from that lens of how do we become the top 1% in terms of people following us, in terms of the views, the engagement, and things of that nature. What I would suggest, at least in the beginning,
is focused solely on that format and structure and mastering every nuance of that. Because just that exercise in and of itself is going to allow you to master that art. Same thing with your business. You spent years mastering all the other disciplines of marketing to allow you to spend $3 million a month.
You could take that knowledge into any other business because you spent the time harnessing that knowledge. The same thing here is focus on mastering a single format or series. And through that, you're going to become an expert in content creation. And once you've become an expert in content creation, then you're going to understand how to layer in those different elements.
But if you're starting out that way, and I'm going to do 30% personal stories and 20% business and 30% podcasts, it's just kind of like percentages that you're kind of throwing down there without any real kind of understanding of when something works, why does it work? Or when something doesn't work, understanding why it doesn't work.
Which is so interesting. This notion of, can you just go a little bit deeper? Context, not content. Because some of the stuff, you've seen this, but I'll watch a guy mow a lawn. He'll go to the ugliest freaking landscaping, and it's just kind of pleasing. Or a guy cleaning carpet. That's just visual. And then there's other things that I'm like, it's goofy and it's funny.
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