Paddy Galloway

speaker

271 appearances 1 recordings 1 series first heard Jan 2025 last heard Jan 2025

Paddy Galloway’s voice in public audio — every appearance, attributed to the second.

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The Startup Ideas Podcast · This YouTube expert made creators $100M+ (Not clickbait) · 15 Jan 2025 podcast

Patty Galloway on the pod.

I'd love to give your audience a bit of a cheat sheet into YouTube strategy because this is what I do all day, every day. This is what I focus my life on. And I think if by the end of this podcast, I can sort of dispel a few myths and give people some good ideas of how to tackle what is, in my opinion, the best platform to grow an audience on, I think that would be a great use of time.

I think the main thing for me when it comes to the sort of basis of what I teach with YouTube is that YouTube is not a video platform. Like everyone thinks YouTube is like YouTube videos, obviously. And, you know, I'm being a bit silly, but realistically, most people look at YouTube and say, I need to make a video.

What I love for people to think about by the end of this call is I need to make a video. But before that, I need to understand what video to make, the strategy behind choosing ideas. packaging. So when a YouTuber says packaging, they're referring to title, thumbnail, basically like the packaging of a product.

Just in how when you're building a startup or a consumer product or whatever it might be, you have to think about your marketing, your branding, your packaging. The same is true for a YouTube video. And that's a big...

difference when it comes to other platforms, like even something like a TikTok where content is served to you, YouTube, there is still that decision made by the user of clicking on a video. So I'd love for people just to have a really good understanding of how to think about that. And I also have a bit of like a month by month plan.

So if anyone is watching this podcast and is like, hey, next 12 months, I want to like build a channel maybe for their personal brand, for their company to just like learn the game of YouTube. I have a month by month, really simple plan that people can follow.

So yeah, if we've kind of changed some hearts and minds about how this platform works and give you a plan, I think that's a really good use of time.

I mean, that's just a really good segue to start screen sharing because I actually put together a little sheet with some points on why I think YouTube is so important. So let me just start sharing my screen and I can actually get straight into this.

Amazing. Amazing. So I'll talk a little bit about this graph in just a second. But this is a viewership graph graph for long form views for one of our clients. And there's a point here we want to make. But I think when I when it comes to why YouTube, which is literally the question at the top of this page, like why YouTube? Why should I put focus on YouTube?

And one of the first things that comes to mind for me is I think people put YouTube in the same bracket as Instagram, TikTok, Facebook, even maybe X to an extent and look at it like a social media platform. But when you look at who YouTube are competing with and when you look at what YouTube is becoming, to me, it's much more like a streaming service.

It's much more comparable to a Netflix or an Amazon Prime in how people actually consume content nowadays. For example, this might shock some people in the audience, but for a lot of our biggest clients in my company, we're getting 60, 70, sometimes as high as 90% of our viewership from TV. So from people watching on TV as their primary device type.

So I think there is this kind of perception that YouTube is like this, oh, you're on your phone, you're flicking through cat videos or whatever. But in more recent years, I think that's changed to being, hey, this is actually a streaming service. This is TV. This is TV in 2025 and beyond. And so I always like to sort of start with that point of like, no, this isn't just Instagram or TikTok.

This is its own streaming platform. And the interesting thing, if you look at data, Nielsen actually put data together. YouTube, when you look at the total time spent streaming content on YouTube, it's the biggest streaming service in the world. So more people stream content on YouTube than on Netflix or any of these other big streaming platforms. So it's the biggest streaming platform.

One of the reasons I think YouTube is so useful for founders or just entrepreneurs in general is the fact that it's not just a, I post a video and then that video does okay. And then I post another video and that does okay. I almost like to look at YouTube content, like digital assets. And people might've heard that term before of like, oh, you know, create digital assets online.

But I think every YouTube video I post, I try to view it through the lens of this is almost like real estate on the internet forever. And to kind of back up this point of like evergreen content, I'll bring us to this graph here. Let me just zoom in a little bit so people can see it quite clearly. But this is just month over month viewership.

Again, for long form, no short form included on this graph for one of our clients. And you can see in the month, this is viewership from videos we posted inside the month. So inside the month of June, we did 2.6 million last year in 2023. Um, and on the bottom is catalog. So videos posted before the month. And you can kind of see that in the month viewership is very up and down.

We usually have like quite slow stats of the year. You see like 1 million and in 2024, January and whatnot, because we just don't really, um, have a consistent schedule all the time and things can happen. Somebody has performed somebody who's don't. So you see this very like up and down sort of cycle of in the month viewership. Then you look at your catalog.

You see like in the month of December, we did 27.9 million views. So this is just the December that went by. 27.9 million views from videos posted outside of the month of December. So older videos. So we kind of have nearly 30 million long form views coming in every month from the catalog.

And you can see this number is a lot more consistent than it's growing over time versus the in the month being a bit more up and down. So I really like to look at YouTube like, hey, this is a platform where you can make content that lives forever. And I don't think that's necessarily true of a lot of other platforms. It's true for things like search, like Google search.

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