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

You know, you make a blog post, it might be very evergreen. But we do look at like X and, you know, we both love Twitter X and use it very heavily for promoting ourselves. I could make a banger tweet. It could get 600,000 impressions in 24 hours. But after that point, it's pretty dead. Um, I think Instagram is pretty similar.

Totally, yeah. So I think that's a really good point because a great example you'll see is sometimes like a YouTube strategist like myself will be like, you should spend more time making videos. You should make really quality videos so they become evergreen. But if a channel that's audience is news-based, covers the California wildfires,

You know, three, four weeks after it's happened, no one cares. The news has moved on. So I think that's a really good point. I think I always like to think of channels. If you are a channel that covers a lot of news events, you're either all in on news and then you have to sort of admit that you're not going to see good catalog viewership, at least compared to what you could do with other formats.

But for most channels, I don't think, even in your case, I don't think you're all in on being super time-specific all the time. So I think it's just about having a nice mix and balance of, yes, I make time-specific videos, but I also make videos that have a longer tail and that aren't just as focused on right now.

The difficult thing that I notice is even when you're thinking about this for your content, you say it performs three or four times better. That might be true for sure, but... the timeline over which you're measuring might be quite short because of how just naturally YouTube shows you, oh, this is doing really well.

And it's like first 24 hours when you zoom out a bit, maybe those other videos that don't start as well do pick up a little bit. Have you noticed that with like videos that aren't just time specific, having a bit of a longer tail on your channel?

but I love where you ended up because I thought you were gonna say you care about comments and likes because algorithmically that's important but it sounds like it's purely sentiment like it's a good uh indication of hey how much my viewers actually really enjoyed this um versus yeah like for example comments have no algorithmic waiting like you don't look at comments for video performance but it's a great indication of hey like especially with an audience like you have here that is

Yeah. Yeah, I love that. I love that. And that also just made me think as well, is like, in this first point of streaming service versus social, I think what's interesting is like, YouTube has that kind of like,

time spent that you get from like a streaming platform as in how long you're spending with the viewer um but there is like some social media components which is a comment section like netflix doesn't have a comment section so you feel more connected to the community than just watching content 100 all right let's keep going Totally. So yeah, really do like to look at content evergreen.

I think that is a really good point, though. Not everything is evergreen, but there is algorithmically nothing that punishes older content. If older content started getting more views than newer content on YouTube, that's what would be promoted. There's no bias towards new content on YouTube.

In my experience, I'm curious what you think about this, Greg, but in my experience, from comparing it to other... marketing forms, like I find that YouTube converts second best only to email when it comes to selling to a product, when it comes to selling or promoting a service, I find YouTube converts really, really well compared to other platforms and at least at a per user basis.

So that's also something to really consider as well as like,

you can build really big audiences on other platforms but youtube especially if you do have like a quite defined clear audience you're going after after i find converts really really effectively and now this might not be as big of a factor for people in your audience but it's also worth mentioning and i'm sure you've noticed this as well yourself is like

you're kind of getting paid to make advertising content in some ways. Like your content is advertising what you might provide or do, or even if it's just purely because you want to build community, you're getting paid to do that. YouTube have AdSense built in. I would say the kind of range I give most people here is

If you have a Western audience, if your audience is primarily English speaking in America, Canada, UK, Europe, you're probably going to see a $3 to $10 RPM. So that's the amount you get paid per 1,000 views. So if you're going to do some basic maths on that, like you look at the viewership that we see on these channels, and you just look at like December 27.9 million views, you apply a $10 RPM.

or PN to that, that's $280,000. So like there is a lot of potential money just to make just from that.

And even if you are a smaller channel, like I've worked with channels that are maybe doing a couple million views a month, which is still big in the grand scheme of things, but a lot smaller than these numbers, they're promoting a service, they're promoting their book, their service, their product, whatever it might be, but they're still making 20, 30K a month from YouTube kind of seamlessly.

And the audiences are also so... used to advertising that it doesn't have any cost really when it comes to frustration or people feeling like you're selling too much. Cause this is just so seamlessly integrated that it's like, I can just turn this on and make money from my content, which if we're being honest, although we don't want YouTube to hear this, like most of us would make for, for free.

Like we don't need to get paid directly from YouTube. It's like such a, such an extra little bonus that I think is a thing is great. Um, Another thing is it's really hard, which could be seen as a bad thing, but I think when you compare it to other platforms, YouTube is the hardest or one of the hardest to master. Um, which means there is a big mo.

I think it's hard to compete with someone who has a good understanding of the YouTube and knows how to make content on the platform. And I do think there is more barriers to entry. But that makes it a bit more predictable and more stable of if you get good at this, you can consistently grow audiences on YouTube. And it's kind of how I made my career. I've been doing YouTube since 2007.

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