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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99% of businesses, you don't have to do current content in terms of like what's happening in the world. Okay. And oftentimes that can kind of work against you. Obviously, if you're like a news journalist or like a podcast associate where you cover current events, but I would say 99% of businesses, it's not needed. You can do it if you want.
If you want to look at another person that worked with Mr. Beast, a guy named Dylan Page, who is basically beating out all the news outlets on TikTok and Instagram because he's mastered the art of covering journalism through these principles that we're talking about today. But I would say 99% of businesses, I wouldn't go there because you want to have evergreen content that you can use.
And also, I feel like you're trying to force things a little bit too much in terms of current events. But in terms of your question of how much research and script writing and things go into it, a lot of the research comes in at the beginning. And this is where we spend most of our time.
We have a team of researchers that's dedicated to, we spent 10,000 hours just dissecting kind of different series or formats. But A bulk of the work is really coming up front of identifying the series or format, and then doing that breakdown of understanding what is the difference between the successful uses of that format versus the unsuccessful uses of that format.
So that it gives you a blueprint to benchmark yourself against. So that once you start producing content, if your content ever falls short, all you have to do is to take your video on one side of the screen, the reference of a high performer on the other side of the screen, not paying attention to the content, the context, play them side by side and see what the difference is.
And if you're honest with yourself, you'll see differences. And these differences can be subtle. They can be your pacing, your tonality, what happens in the first three seconds. Maybe it's the lighting that's off or your background is off. Things of this nature, you can start picking it up against that element, the elements that you'll see.
Literally success leaves clues. Yes. Let's put it against if this is, what's the clinical studies you're gonna have your, yeah, you're just testing against the, what is that called? Whatever, can't remember. But how often should somebody be posting? And there's all this research. Some people say you gotta do three a day. Some people say, and some people will pull one down and test it again.
They'll pull it down and test it again. What's the right way to kind of go about how you post in the frequency?
Again, the answer that I'm going to give is how do you be at the top 1%? And if you want to be at the top 1%, it has nothing to do with frequency. It has to do with your ability to master your content.
Quality.
Yeah. Quality over quantity. Yes. And what you'll see is frequency can tend to potentially lead to more followers. But if you look at somebody's followers versus the views that they're getting... If they haven't mastered their format, then they can be generating 10,000 views of video rather than generating 500,000 views of video. And you're just having more kind of impact with it.
The other challenge with frequency is it often causes people to throw learning out the window, meaning they're so focused on how do I get three posts out today without trying to focus on what is my hypothesis with each post I'm doing and what am I learning from it, whether it works or doesn't work. Because you'll see a lot of people that can go viral.
Maybe it's one out of 50 or one out of 100 videos by doing that volume model. But when they get that one to work, they have no idea why it worked compared to the other ones failing. And thus, they go through that cycle again of producing another 50 or another 100. So frequency can come into play once you've mastered your format. Like Mr. B started doing a video every month or every six weeks.
Now he's trying to do a video every week. He's mastered every element of it and he has a team to support and things of that nature. But if you want to be at that top 1% of really driving massive growth and eyeballs in your content, I would highly advise of doing quality versus quantity.
What do you think sets up the algorithm to say, what's the highest signal?
Instagram specifically, and they've outright come out with this, is they're really prioritizing shares right now because they see that as a massive benefit versus other platforms are always looking for that extra edge. And the way that they like it is it sparks conversation. So you see a video, you share it with a friend or a spouse or a loved one, and a communication starts in the DMs around it.
So for Instagram specifically, I would say shares is number one, but retention is a close second.
So watching the whole thing? As much as possible, yes. So retention means watching as much.
Yes. Again, the share element plays into retention because you're sending it to a person and that's likely going to spark a conversation. Every decision any of these platforms make is all about how they can get people to spend more time on the platform versus going to another platform. Because if they're spending more time on their platform, they can serve more ads and generate more profit.
So I've noticed that YouTube and Instagram and Facebook, I think TikTok is spending a fortune, I guess, because there's always TikTok videos that come up on their platforms. Like, go to TikTok. This came from TikTok. Is that just they're spending the money? Why would they even, I guess they don't want to gate that stuff.
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