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

And I think what helps me sleep at night when I'm coming up with title thumbnails that are on the verge of being more clickbait is always like, if I feel that the video has really good value in there and has a good message and can be really good content this person should have watched,

then to just sell them on getting them in there, to oversell them a little bit on getting them in there is the price I pay, you know, for my conscience. I do think there's some truth to like, I mean, even if you look at the world's biggest creator, right? Like the world's biggest creator, Mr. Beast, like he'll make a video on like $1 versus $100 million private jet.

In the thumbnail, there's a solid gold jet. Like it's just solid gold. The whole thing's made of gold. That didn't happen in the video. the video does 200, 300 million views because the video is still an incredible piece of content for the people that wanted that piece of content. So it's like, yes, we oversold a little bit, but it's kind of like how a movie poster shows something.

And that might not exactly happen in the movie. So yeah, I think it's part of the game. It is like a human experience. It's a human thing of like, I wish people would just watch what was actually important. It didn't need to be like,

sold and sometimes when the audience members give some backlash it's kind of funny because it's like well stop clicking on it then like i have like you you're the guys that like make me have to do this because every time i package it in the way that is is more authentic to what it is you don't click so yeah it's a it's a funny paradox should keep going absolutely um

Last point I have here, I believe maybe I'd be interested to hear if you disagree at all here, but I think YouTube is the platform that has the best marriage between building real depth with your audience and discovery. So if we think about those two things, they're quite often inversely correlated platforms that have very high discovery, let's say TikTok, Instagram reels, whatever.

aren't the best for building depth. And then on the flip side, platforms with great depth, like, for example, email, newsletter, but also things like Twitch. Twitch is a great example. Twitch creators convert insanely well, but there's no discovery on Twitch. There's really bad discovery on Twitch. In fact, most Twitch creators grow by going viral on Twitch.

x and on youtube and then putting an audience towards twitch so i think it's a bit of a unicorn when it comes to you can build a really strong connection and community around an audience and still have really good discovery and i don't think there's anything else out there i'd be curious if you agree or disagree with that um yeah i agree i agree i think um i'm i'll tell you how i think about youtube it relates to this and you can tell me

Yeah, I like that.

No, I think you're hammering on a good point though, which is like, I mean, here's a great case study of this, right? Noah Kagan, you mentioned Noah Kagan earlier in this conversation, someone we worked with. When I first started working with Noah, he was doing 10, 15, maybe 20,000 views a video. At our height of working together, we were doing 400 or 500K views a video.

But in doing that, because that was, you know, when we met with Noah's team, they were like, we want to increase views. So I'm like, okay, we will work on increasing views. But what happens in doing so is, yeah, we go so top, like I like your example of like looking at the very top of the niche, the broadest videos in the niche. We went so focused on making formats around there.

But then on this kind of beautiful, like 360 that can happen on YouTube, I think Noah kind of looked at it and was like, okay, now I'm getting loads of viewership, but when I want to promote something or when I want to make a video that's talking about me or my stuff, it does terribly. So I'm almost like being like negatively reinforced to not do that.

And then I've kind of made a prison for myself and making these viral videos, which is the cost of going viral, which is like, Hey, like if you want to go really broad, there is a downside, which is you're not going to be able to do whatever you want. You're going to have to pander to to an existing audience. And there are exceptions of that. Some creators who just say, I make whatever I want.

And they can be very loud about how silly it is that everyone else panders too much to their audience. But I'm like, you're a unicorn. Casey Neistat, I love Casey Neistat to bits. I'm not going to listen to him too much when it comes to YouTube strategy because he's a unicorn. Like he can, his like sense of what's good is so strong that he can make great videos.

And I also still don't fully believe that he doesn't at least pander a little bit or think to the audience a little bit because I believe everyone does on some level. Um, But with most of our clients, I always like to look at it like, how do we establish the rules for what videos need to get made? And some of these points I'll bring in as we go through this screen share together.

So how do we establish the rules of what's big enough for us? What's an idea that will do well? And then mix in, you used the word affinity, whether that is community, whether that is...

things you're generally passionate about mix that into those ideas or after those frameworks have passed so like can this video do this this and this and then also can we include this in the video like some form of community passion whatever it might be and i have found that what's interesting is like everyone on the surface says their goal is to you know grow the biggest youtube channel at least when they work with me

but I've just noticed from observing people that you kind of have to let them at least one in every five or six, just let them try something and do something. And, you know, some creators call it like one for me, one for the audience, you know, I would look at it more like five for the audience, one for me if I'm in control. Cause you know, I'm prioritizing the audience over myself.

And if I'm trying to build the biggest channel possible, but yeah, there's lots of like competing trade-offs where, um, I think people would be well-served thinking twice over whether it is they want to build the biggest audience possible because Mr. Beast gets worse conversion rates than you if you're promoting a business product, obviously, but his total volume size is so huge.

That's powerful in its own right. Totally. What else is on this cheat sheet? So next up, let me just scroll down here. I've actually just got my month by month. So like this is gonna be posted in January and kind of going through and looking at this year, like for anyone that is, maybe they've already started their channel. Maybe they're thinking about starting a channel.

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