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

A few years ago, I was looking at a retention curve with a creator and he was like, for the life of me, I can't understand why 10 minutes into the video, this was a 20 minute video. So 10 minutes in, I lost 5% of viewers, like 5% of people left. And for his video with how many views he was getting, that was like maybe 50,000 people clicking off the video at that point.

And he was like, I don't understand it. And I watched the video and on the surface, there was nothing in it. Like he didn't like do a bad edit. He didn't like bring in something really boring. But what he did was he used language that made it feel like the video was ending.

So he said, at the end of the day, the reason America pulled out from Afghanistan, because I think that was like the topic for the video. He said, at the end of the day, and viewers heard that and they were like, oh, the video's over. Goodbye. And when I brought up that point, he's like, that can't be right because they have like the progress bar. So they would have known that wasn't the end.

I'm like, dude, have you seen someone watching YouTube? they're like one swipe away from changing content all the time. Like you're hanging by a thread the entire time.

So if you give someone this indication that the video might be closing to an end, so like another language like this is like, you know, nevertheless, like I hate that word because that like makes people think it's like a summary of the video and it's going to end. So like to recap, another thing I hate, like whenever someone does that, I just like feel like getting sick. So

Little things like that you notice from studying retention curves. And these are the little improvements where you're like, okay, well, 5% of people left at that point in the video. It might seem like a small amount, but that's 50,000 people. YouTube is about marginal gains. It's also about marginal gains over competitors. So two videos being side by side by each other.

If one video loses 5% at the 10 minute mark, and that's 5% of people that are not going to watch the next 10 minutes of content. You compare that against the competitor who holds up that 5%. it might be the difference in the video getting one million views and three million views. You know, that sounds ridiculous and that's really kind of stretching, but like these things really add up.

So these small improvements can make a big difference to video performance. 100%. Awesome. So if there's time, we can jump into next here, which is just a real quick cheat sheet on ideas. So I've mentioned how important ideas are a lot on this podcast so far. So I just want to really quickly run through basically how I think about it.

So this is like my diagram for sort of explaining how I think about ideation for YouTube. First of all, you have zero ideas at this point. You're just trying to understand like your strategy for your channel. So a lot of that is what's my niche, but also some of these frameworks, which I'm gonna touch on in a second.

Then you brainstorm 100 plus ideas, whether that's in a week, a month, but just brainstorm 100 plus ideas, ideally in a week. Then you apply elimination criteria. It's a classic funnel you're eliminating at this point. Then you're left with, let's say, 10 strong ideas. And then you further develop one.

So sort of 0, 100, 10, 1, that is the framework I've used for most of the channels that we work with. And the keys really are brainstorming enough and then having like a strict criteria for what actually becomes a video on your channel to eliminate and whittle down those ideas to be left with the 10 best and then selecting the best out of those 10 you think is the best to go forward with.

two frameworks that I find are really useful for this. First one is CCN fit. So what I notice, and this actually leads a little bit into your point earlier about like niches, sub-niches, and then like what are broad videos in a niche versus like core videos in a niche. But generally when I'm ideating for a channel, like I always want videos to have CCN fit.

I want them to be appealing to the core, casual and new. It's very simple in theory, but like a lot of things on this call, simple in theory, but execution is hard because what I find is oftentimes people make videos that are too core focused. Maybe the video we talked about earlier, the marketing plan for 2025. It's too core.

People cared about it, but only like a real small part of the core cared about it. Then other times people make videos that are too new viewer focused and they alienate the core. They go too far outside of the core. They're trying to do something too different. And I always like to sort of look at my videos and say, does this have CCN fit?

Like, does this hit my core casual new viewer on my channel? So I always like to say, does my like fan favorite viewer who watches everything I do, are they going to like it? And does this viewer who I've never heard before, never watched my content before, are they going to be able to enjoy and consume this content as well? So I think that's a really important framework to think about.

And then I would say this is arguably the most important to understand on YouTube. And it's where almost everyone goes wrong in my opinion, which is I like to build channels where each video I look at it and say, does this have 80% plus? I should actually add like a plus there because videos can have higher than that audience overlap. So I don't want to make two videos.

Like everyone thinks, okay, I understand the niche thing. I should be in a niche. I should be a sushi restaurant that doesn't serve burgers, whatever. But then they still make content that jumps around too much between different things. They jumped around too much between different topics. Like maybe it's your business channel, but you're covering videos that focus on like startups.

And then you make videos that focus on like cashflow businesses that do 10 million a year that are already existing. And you don't make that interesting to the startup audience or whatever. So I always like to look at the content and say 80% plus overlap.

We have to look at our videos and say, people that watch this video, 80% plus of those people could watch this video, could watch this video, could watch this video, could watch this video, and look at it like a catalog in that sense. And yeah, I find a lot of people just don't really grasp that as a concept, which is really interesting.

Yeah, like this to me is scheduled time. It's, I think so many people just do ideation where they do like shower thought ideation, which is like, oh, I'm going for a walk. I'm in the shower. I think of an idea, write it down in my notes app. And that's something, but I like to schedule idea time.

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