Facebook's $1 Billion Mistake: What They Don't Want You to Know | Adley Kinsman DSH. #709

Oh, so Facebook kind of cut back a little bit?

Yeah, all the platforms seem to just be, hey, we'll give you the reach and then you figure it out going forward.

Because everybody can be a content creator now.

Yeah.

Whereas short forms is really ramped up.

There's no barrier to entry.

Anybody can make a reel, you know, and Evira wanted that.

Right.

Where you just pull up your phone, you scan across some wildflowers, put a trending audio and a motivational quilt, and you got something now.

So the barrier to entry lowered.

Right.

All right, guys, we got Abbly here today.

This girl gets billions of views, guys.

You've You've probably seen her before.

Thanks for coming on.

Maybe.

Yeah, happy to be here.

Crazy.

You've been at the social game for years now.

Yeah, pivoting as fast as it changes.

What was true six months ago is not true today.

Yeah, and I've liked how you've adapted the platforms, too.

I appreciate that.

Yeah, because you were on Facebook early, right?

Early, early Facebook.

Yeah, way before they were monetizing anything.

Yeah.

Just because I loved making videos.

So when they turned on the money, I was like, well, this is the best.

This is just Isaac on the cake.

I heard they paid a lot.

And Snapchat right now is paying a lot too.

That's our two biggest platforms.

People always ask, like, how much are you making on TikTok?

I'm like, squat, comparatively.

And creators have just slept on Facebook since 2020, 2018.

TikTok and IG, I get so many views, but I only get like a couple thousand a month.

Nothing crazy.

Yeah, nothing crazy.

I mean, it's worth doing it, I'd say, for a lot of people.

But if you're, it depends on what you're used to.

Yeah.

I suppose.

I wonder why Facebook's so much higher than Instagram.

I think they'll turn it on eventually, but I think they've realized.

I think they've realized that.

I think Facebook realized that they're they're overpaying because when TikTok came out, they're not paying anything, right?

But they're just giving so much reach to creators and there was no shortage of supply.

And then YouTube does the same thing with shorts.

And Facebook's like, we're over here paying tens of thousands of millions of dollars to creators.

And so they've just really dialed it back.

Wow.

Oh, so Facebook kind of cut back a little bit?

Yeah.

Damn.

I know.

All the platforms seem to just be, hey, we'll give you the reach and then you figure it out going forward because everybody can be a content creator now.

Yeah.

Whereas short forms just really ramped up.

There's no barrier to entry.

Anybody can make a reel, you know, and Evira wanted that.

Right.

Where you just pull up your phone, you scan across some wildflowers, put a trending audio and a motivational quilt, and you got something now.

So the barrier to entry lowered.

And so where we really come in is taking the craft of stretching it and traditional storytelling and how to hook people and compel them to watch videos that they don't even want to watch.

Yeah, because yours are longer than 30 seconds, right?

Yours are like five minutes.

Yeah.

Minimum, yeah, minimum a minute, but we'll go 18 minutes holding your attention on something that you don't even care about.

And you're sometimes even angry while you're watching it.

Like, why am I watching this?

But I have to see how it ends.

And that's the psychology and that's the craft.

You've killed it with that.

I even catch myself watching some of your videos.

I'm like, what am I doing?

You know what I mean?

I don't do that ever.

I'm very intentional with my time.

I believe it.

But you're so good at just captivating people.

Oh, thank you.

I enjoy it so much.

And it's such a transferable skill to know how to just get and hold attention.

You can take that to any industry.

So we started with entertainment and we're still very deep in entertainment, but now it's transitioned to helping businesses and mission-minded people.

And how do you take a message and hold attention using some of the tactics?

So you're helping ordinary dudes go viral now.

Yeah.

Ordinary dudes?

Ordinary girls.

Yeah, you started that agency, right?

A couple of years ago.

Yeah, viral-ish.

Viral-ish, yeah.

Yeah.

So it's kind of a full-spectrum, or I'd say viral-ish is a full-spectrum ecosystem now where we have content creation and distribution at scale.

But then if we're doing a couple billion views a month, how do we do that for brands?

And so now we just have packages for brands, help them go viral, be culturally relevant, and then we train creators how to do the same thing because as the brand division scales, we need more talented creators trained in high retention.

Yeah.

Damn, so you're getting more views in a Super Bowl commercial.

Yeah, in a single day.

That's crazy.

In a single hour, some hours, you know?

Mr.

Beast numbers right there.

It is.

Some of our creators beat him, beat him in his views on shorts.

Are you serious?

It's wild.

Justin Flum.

crushed him, I think, the last two months.

What does he do?

Same thing we do.

Oh, entertainment?

Yeah.

Entertainment.

So walk me through the skit process.

Do you write all of the stuff down and then you hire like a video team and all that?

How intense is it?

Yeah, we don't have a video team.

We have this right here.

Have this right here.

We shoot everything on phones because it's supposed to look more real, more like found footage.

If we were to shoot the same bits with an actual camera, I don't think anybody would watch because it looks fully produced.

Wow.

So if we have girls pretending to put gas in Teslas or making no-baked cookies in an aisle of a croaker or something like that, you don't want that highly produced.

You You want it to be like, holy crap, this is real.

Yeah.

And then integrate brands seamlessly into that.

So now we're trying to compete with more traditional media saying, hey, we can get you triple the amount of views for a fraction of the cost and data share with you.

Interesting.

Yeah.

That's so cool.

You know, people get so mad about us scripting content for social media, but they'll watch the Kardashians.

They'll watch WWE.

We've all been watching scripted entertainment forever, but people tend to get really upset when it comes to social media.

I did see some comments about that.

Yeah.

But I mean, yeah, Kardashians, that shit's so scripted, it's obvious.

Yeah, it's not, but we're still entertained by it.

Yeah.

Right?

So I'm not, but yeah, other people are, for sure.

Yeah.

I don't watch any reality TV.

I mean, I caught that one dating show that Harry Jousey was on, but that was like it for me after that one.

Yeah.

Preaching of the choir.

I don't even know who that is.

Are you serious?

No.

Damn, you just stay in your own lane.

Harry Jousey?

Never heard of him.

Too hot to handle.

Have you heard of that show?

No.

Wow.

Props to you because that shit went viral.

Yeah.

Probably not as viral as you, honestly.

I don't know.

My bad, everybody else knows about it.

I just need to catch up.

Yeah, it was years back, but yeah.

Do you even watch any shows at this point?

Are you just focused on your own stuff?

Mostly focused on my own stuff.

I think when you've been given so much, I feel so blessed.

I'm sure you feel the same that this stuff has happened so fast to us just by staying in the game.

Yeah.

And I feel like if I'm just going to turn on the TV and like zone out for six hours, I feel a sense of like heaviness, like guilt.

Like I've been given so much and I don't want to, it's a parable of the talents, you know?

I don't want to waste it.

I feel that though.

Yeah.

I just want to work and grind and watching shows and movies is like distraction at this point.

Yeah.

Yeah.

I'm alone with that.

I don't even go to the movies anymore or any concerts or anything.

You were from the music industry, right?

From the music industry, yes.

You were big time.

And I was okay, but I was frustrated by waiting for a suit behind a desk to give me permission to be successful.

I just wanted to entertain people.

And they were just saying, oh, not now, or it's not good enough.

Or you got to wait.

And here's when, where, and how

will allow you to entertain.

And so I think we're in such a unique position now to be able to take the entertainment back into our own hands, storytelling our own way.

And when I realized I could just turn a camera on, do a little bit, post it, and it makes money immediately.

Like, oh, this is the new music industry for me.

I love it.

This is great.

So you were at a label and they were just trying to control you, pretty much?

I wasn't, no, I wasn't even at one, but I was vying for that attention.

I was vying for that publishing deal or just for somebody, you know, who had Cheerios instead of oatmeal that day.

And maybe he would have loved this song, but he was just in a bad mood because he fought with his wife.

And I'm waiting for that guy's affirmation that I'm good enough to storytell.

Now.

Wow, that's intense.

You were on the voice.

That was a whole person ago.

That was crazy.

That was a decade ago.

But I'm so thankful for that because I think it got the,

it gave me the opportunity.

Yeah.

You know, it got me in the game and then I was bankrupt shortly after voice.

Yeah.

Right after the voice, I signed a bad record deal.

It wasn't really a record deal.

But I signed away commercial rights to my name for life.

So I couldn't use Adly.

I had to work under a fake alias.

My name was, I forget what it was, but I graduated from the University of Phoenix.

I consulted for app development companies and I had no idea how to do anything, but I could Google it, you know?

Yeah.

And so I just had to find a way to not use my name.

I couldn't use any leverage.

I had nothing and I just had to figure out how to be scrappy and solve other people's problems.

Wow.

So they were taking your income from other jobs?

I couldn't use it.

I couldn't leverage my name because of the voice and because of the record deal.

Addly, they owned that.

So I couldn't commercially make money with my own name.

Wow.

And that'll make you scrappy really, really fast.

Crazy.

Talk about a 360 deal.

That's like a lifetime deal.

360 deal.

Yeah, Yeah, lifetime 360 deal.

Even in your next life, they probably wanted a piece of that too.

Yeah, probably.

That is crazy.

I'm glad you got out of that.

Yeah, thankfully.

That sounds like a tough time, but with the content stuff, did it take off right away?

No,

definitely not.

I used to vlog for like 13 people, and I didn't care really how many people watched because I just loved doing it.

And even while we were touring, we were opening for Blake Shelton.

We were doing these stadium shows.

It was incredible.

And I had just started dating my boyfriend at the time.

And I was like, I don't want to do this anymore.

I don't want to make prank videos.

And he's like, what are you doing?

This is great.

I just shook hands with Leonard Skynyrd and Kenny Chessey.

And that makes no money.

Videos make no money.

And I was like, give me a year to figure this out.

And I think it will.

And there was no monetization on Facebook at the time.

But I was just getting the opportunity to storytell, and views were getting better and better.

And I was so much more on fire for it.

I was so much more passionate about it.

And I could learn so much faster than the music industry.

I could put something out and market test it right away and see what worked.

And okay, how many times a day can I do that?

And then two years later, monetization turned on.

Wow.

And then it was game over.

Game over.

Game over.

I love that.

And now he's in all your videos.

And now he's in all the videos.

I think he's a better creator than me at this point.

He's really good.

That's so cool.

What was the first viral one that just blew up?

First viral video.

I was...

I was an imposter.

I was an imposter at the time to where I was trying what everybody else was doing, just trying to figure out how to storytell.

And then I was so frustrated one night.

My GoPro died.

I was filming on a GoPro.

And it was horrible footage.

I didn't even know how to use it.

But I was, I had to turn around.

I had to turn around a 60-second video every day.

Actually, that story is antiquated.

That's not going to make sense anymore because now we do 80 videos a week.

But I had to turn around a video every day by 6 a.m.

And it's one in the morning and my footage was corrupt.

And so I'm just, I'm crying.

And my boyfriend at the time was like, Ed, just go get those chickens in the backyard and do something with them.

They make you happy and you, you glow that way.

And I was like, well, I'm desperate.

That's a horrible idea, but I'm desperate and I'll try it.

So I got the chickens, I put them in a bathtub and just did this little bit where he walked in on me with all my chickens in a bathtub.

It was 22nd bit.

We did 19 million views overnight.

It grew me 100,000 followers back in 2017.

And I lit up and I was like, me just being myself worked.

Nothing else was working previously.

And so that's always been my North Star.

I love that.

And creating content.

So cool.

So you got chickens at the crib.

We got chickens at the crib.

And now we graduated quite a bit, but we still have chickens in the backyard.

I love that.

That's a flex right there.

Your own chickens, your own eggs.

I love that.

They come up to the door at four o'clock for cheese every day.

It's pretty awesome.

They eat cheese?

They love cheese.

I didn't know.

And it can be up to 10% of the chicken's diet.

Yeah, it's pretty cool.

Oh, so they be eating cows.

Yeah, for sure.

And if they're sick, you got to feed them eggs.

No.

Yes.

So I'll cook up some eggs, their own eggs, and I'll feed it back to them.

What?

Yeah.

You're feeding them their babies?

It's good for them, though.

Look it up.

Is it?

Wow.

I fed my dog some.

No, I didn't feed a dog.

What am I saying?

You fed your dog dog?

I feed dog like other animals, but it's kind of weird.

It's eggs.

Feed them dogs.

See what happens.

Damn.

What other animals you got?

A puppy.

Okay.

Ozzy Posborn.

What breed is it?

Bernadoodle.

Ooh.

I've got a Bernese Golden Retriever mix.

You do?

So cute.

I bet that's the best dog ever.

Oh, my gosh.

Otis.

Yeah.

I got to see pictures of that dog later.

Yeah, I'll show you after.

Dogs are game-changer, man.

Yeah.

What do you think is the difference for you between a good storyteller and a great storyteller?

After everybody you've interviewed.

It's been something I'm working on because I was ass.

The pauses.

Dramatic pause?

Yeah, those pauses.

When I go to conferences and I see like Ed Milad or Tony Robbins on stage, that pause just captures that emotion, man.

Especially when what they're saying is so powerful.

If they were to just go 100 miles an hour, it wouldn't land the same.

It wouldn't land.

It wouldn't land.

Some people can't comprehend it that quick.

So you got to pause after a bold statement.

Let them digest it a bit.

Yes.

That's something I'm working on because my brain is so fast.

I listen to books at 2x speed.

2x.

Yeah.

I'm only at 1.5.

I got to get that.

I'm still pretty good.

But yeah, no, I listen to podcasts at 2x.

So when I talk, I already know what my guest is going to say.

And then I have my next question prepared.

So I find myself trying to slow down a bit.

I could use that lesson.

That's why I asked them.

Like, you talk to all these people.

I know you got a good tip.

Yeah.

And as a fast talker as well.

Yeah, it's tough because you want to just blurb out a bunch of shit fast.

You know what I mean?

Oh, yeah.

Sometimes it's fast as it's going up here for sure.

Non-stop.

And you just had you make 80 videos a month?

We put 80 videos a week.

A week?

80 videos a week.

Holy crap.

It started with my husband and I just making prank videos, but then in 2020, we went from averaging 20 million views a week to over 200 million views a week.

On organic content, we've been over a billion views ever since.

But we're exhausted.

What if we got sick?

What if we wanted to take a vacation?

So we're like, how do we scale?

And also for us, scale was more about, this has been the most fun job I could ever imagine.

It's the biggest blessing.

And I think you find once your own needs are met, the immediate,

the immediate next desire is: how do I let other people feel this type of joy?

How do I watch their lives change?

So we recruited all my family members now make videos full-time.

All of our best friends make videos full-time because it's more accessible than ever.

And we really just have a shortcut to help get people off the ground and making money.

We failed our way forward and we learned enough and have relationships with the platforms.

If you want to make videos, viral videos as a job, we got you.

That's so cool.

It's available.

The one platform I'm trying to figure out is YouTube.

Yeah.

We just started on YouTube, I think 11 months ago, but it took off like a rocket ship.

Shorts is the best, isn't it?

I'm trying to figure it out.

Some of them get like 100K and some of them get like 1,000.

Yeah.

It's not consistent.

Like IG is consistent.

I know what I'm going to get pretty much minimum on IG.

Yeah.

You're crushing IG.

Yeah, IG is my best one, but YouTube, I want to crack because I feel like that's the most important one for long form.

Absolutely.

We're starting long form.

We launched in two weeks.

And so our shorts have been amazing.

We're doing, I think, almost a billion views a month.

Maybe, maybe it's on shorts.

We grew 9 million followers in the last 11 months on shorts.

Several different channels, started one in Spanish and grew it to over a million subs in 120 days.

You speak Spanish?

No.

But we have voice actors that just overdub our viral content.

So we create for Facebook first.

That's the long form.

And then we break it out into different links to make it platform native and then started dubbing everything in Spanish.

Mr.

Beast does that too.

It's so smart.

Yeah.

I think, and it's more accessible than ever, too, to where now that's something that we're helping creators do is just like dub your stuff in Spanish because you already made it.

You already did the hard work, and it's really accessible, but you're just going to triple your amount of reach.

That's true.

The rest of the world, I need to start being, I need to be the first podcast that does that.

Oh, yeah, we'll talk about that.

That'd be sick.

Yeah.

Yeah.

I need to find a double of me and be hard, though.

They don't look like me.

I know, no, they don't.

I could.

But even just your voice, like the voice actors could just sit here and they're so good.

I don't know how they do it.

Honestly, they giggle when we giggle.

No, like they just study this video and do it in Spanish

in the same way.

And it's incredible.

That's funny.

Yeah.

Wow.

And I saw you just posted, you're basically able to help people get a million views guaranteed within a month.

Oh, maybe even faster than that, depending on the type of content.

And to be honest, how good they are.

We have a formula that...

knocks it out of the park.

I don't care if you're trying to sell these shoes or you want to make viral videos.

We'll use the same formula if we're doing an ad for Land Rover, for Charmin, HP, if we're staging a celebrity publicity stunt, or if we're doing a prank in a park.

It's the same formula and it works for all of them.

That's massive because there's people that don't get that in their lifetime and to be able to get that in a month is pretty insane.

It's life-changing.

And once you know it and you're like, oh my gosh, throw a niche at me and we can watch the supply.

How do you not share that with people?

It feels like a superpower.

Yeah, that's huge.

You're going to be changing lives with this business.

That's the goal.

Love that.

Do you edit all your own stuff?

We edit all our own stuff.

Wow.

So you really have a lean operation here.

It's, yeah, I think that's the goal too.

As social media, as the platforms continue to just take the money away, they're like, hey, we're going to give you the reach, but you got to figure out how to monetize it more and more.

The heydays, I feel like, aren't what they were in 2020, 2021, but the attention is there.

So if you can get good at the psychology of attention, everything else that you want will follow.

You'll get the views, you'll get the sales, you'll get the clients, you'll get the service business.

Whatever you want is on the other side of knowing how to get and hold attention.

Any goals to launch a physical product like Mr.

Beast and Logan Paul did?

Yes.

You want to know what my physical product idea is?

What would it be?

It's called the Wine Z, where it's a onesie that has a camelback-ish thing in it.

It straps around here and you put your wine in it.

It's the wine rack.

And then it's built into the onesie so you can sit on the couch in your wine Z.

Wow.

You can drink wine.

I could see that kicking off.

I mean, I don't drink wine, but I know some girls that would probably buy that.

That's what I'm saying, right?

With TikTok Shop?

Yeah.

TikTok shop's killing it right now.

I know.

There's people doing 100K a day on there.

I know.

We're not in on that.

So we're having some conversations.

I'm like, we're not in the e-com business, but how can we be?

I'm not in on it just because the margins are thin.

But if they're providing all the traffic, then I might get back into it.

I know.

Because before you had to run ads and the margins were so thin, you know?

Yeah.

But with your own brand, I feel like that's the move now with creators.

I do too.

I mean, Jake Paul just, I don't know if you saw this.

He raised $350 million yesterday for better.

Really?

Yeah, they're

better app.

Yeah, it's a sports betting app.

Yeah.

Yeah.

So all these creator-led projects now are worth eight, nine figures.

Sheesh.

I'm going to do a hat line.

That'd be great.

I'm going to wear a hat every day.

Oh, yeah, you'd kill it then.

Not even because I love them.

I just, it's out of necessity because I don't really know how to do my hair.

Yeah.

Did you make that hat?

I did not.

I'm not that talented.

Okay.

You don't know how to do your hair?

Not really.

Wow.

You took the time to learn.

Yeah.

Not every girl knew how to do that.

I'm not a real girl.

You're just so busy.

One of these days, I'll learn.

It's on my bucket list.

You're just so busy making indie videos a week.

Yeah, so busy, I'm just like, yeah, this is going to take a lot.

I'm just going to throw a hat on today.

Yeah.

Keep moving.

I know people like that, though.

I got a couple buddies that don't shower.

Really?

Yeah, once a week.

Really?

It's inefficient.

It's inefficient.

I'm not going to shower.

Some billionaires out there just optimize by the minute.

And I'm like, eh, it's a bit much.

Rob Deerdeck does it.

He doesn't shower?

No, he optimizes his schedule by the minute.

That is impressive.

I've listened to him and the way he breaks out his schedule a few times.

I'm like, that is a bionic man.

It's impressive, but I like to have a little free will.

Like when I see my calendar and there's like six calls on it, I'm like, it's one of those days.

You know what I mean?

Yeah.

We all got one of those days.

I'm like, I'd prefer to keep it at one max a day for myself.

Yeah.

I started stacking my days.

Have you heard of the six, six, six?

Sounds bad, but it's a great time scheduling thing where you're just tripling the amount of work that you get done.

If you say you have three businesses or three verticals that you're interested in, you do six hours on one, six hours on the next, six hours on the next.

So you're working 18 hours a day and you do that two times a week.

Holy shit.

I have not done it.

That's also on my bucket.

Damn, that sounds intense.

You're only sleeping six hours.

What about eating?

I'm not great at that, but I'm getting better.

I'm still a ramen noodles.

Still?

Still a ramen noodles.

You're getting millions.

Come on now.

I'm a better hire chef at this point.

That's, yeah, someday.

Otherwise, I just eat like trash and then I'm going to wither away.

I remember that phase, but yeah, you're past that.

You're past that.

I could be past that, but I still, I mean, ramen noodles, though, straight from, it's the college days.

I think it's the nostalgia for me.

I think if I ate it right now, I wouldn't even like it because I go to Chinatown every week out here.

Oh, so you get the good, you get the good ramen.

You get the good stuff, I don't know.

Bougie boy.

Yeah.

Vegas got a good food scene.

I know.

We're growing, though.

We're going to catch up.

Real estate.

You got to get out there.

You've been there for a while, Nashville?

10 years since the boys, yeah.

Wow.

It's awesome.

It's grown so much.

Yeah, you've seen a lot of growth there then.

Oh, yeah.

Yeah, you got to come down for sure.

All right.

I'll make a trip out there.

How are the people?

People are great.

You have, I feel like Nashville, you've got the southern hospitality and you don't meet a stranger.

Everybody's super friendly.

But with the exodus out of California, everybody's run to Nashville to, I feel like, have better people around them and better sense of community where everybody truly helps each other.

So you have that young entrepreneurial energy as well.

I love that.

Yeah.

So cool.

At the rate you're growing, you're going to be the biggest content creator in the world.

I don't even know if that's the goal, to be honest, the biggest in the world.

I'd like to be the most helpful in the world when it comes to serving other creators.

Okay.

But maybe one's a byproduct of the other.

Yeah.

I mean, 9 million this year, you said?

9 million on YouTube.

That is insane on YouTube.

On YouTube.

Just on YouTube in the last 11 months.

And then we're trying to figure out how to take, okay, we're really, really good at growing shorts channels, but how do you transfer that to long form?

How do you transfer that cross-platform to Instagram where Facebook and Snapchat have been our jam?

That's crazy.

I'm going to hire you to start doing my shorts.

Dude, let's go.

I would love that.

I need that for sure.

YouTube's like the one I need because TikTok, I'm crushing Instagram.

Honestly, my Facebook's not good.

So I definitely need to talk to you.

Yeah, we'll definitely step it up.

Yeah, we got to step it up.

Any projects you're working on outside of this?

It's all content related.

What we're really focused on is helping talented creators, one, learn how to do this and then make as much money as possible.

Because once you've made the asset, so many people will just post to their TikTok and it makes what it makes.

But that's not the end of it.

If it's a great video, I don't care if you made 10 grand on it on your TikTok.

Partner with us non-exclusively.

We'll never own your content.

But because we have so much distribution, we just blast it across all of our pages too.

And we just split the rev 50-50 so creators can make a piece of content and post it to a channel with 10 million followers that they didn't have to spend years building.

And so while they're on their come up, they can still be monetizing their content at the same time.

Find me up.

I know, right?

I think that's the model that we're going for now because that's what I would have wanted as a creator on my come up.

Because it takes a long time to grow a page.

It takes a long time for some people to hit monetization.

And so if you can just have access to all these monetized pages while you're figuring it out, that's the goal.

That's the way I think we could be of most service to the younger me.

I love that.

Plans to start your own podcast or no?

I want to,

but it's got to be worth the, I don't have seven in me a day, you know, so it's got to be worth the time versus money allocation right now.

I lost money the first six months, but now it's just a money printer.

That's incredible.

Takes time.

Did you do sponsorships and stuff like that?

Sponsors

and views from YouTube and stuff.

Yeah.

Yeah.

And podcasts are getting quieter now.

Quieter?

Acquired.

Okay.

Bought.

Yeah.

I think we should do it.

I think you should.

Because I could talk about content and making videos all day, every day.

I love it so much.

And then just to have other like viral style creators on, maybe.

In Nashville, you could pull it off.

Yeah, there's, there's creators out there, right?

For sure.

And we have a creator house that people will fly into

just to shoot with us, hear from us, stuff like that.

So we could probably, we want to turn one of the rooms into like a podcast studio.

I would, for sure.

Even if we just rent it out until we do our own.

Yeah.

But just create an awesome creator clubhouse.

I definitely would.

That sounds like fun.

Let me know if you do it.

So I can do it.

Yeah, I will.

I will.

Sure.

Most people, when they say they're going to make a video, I think they're doing it completely backwards.

They're describing the outcome.

They're saying, hey, I'm going to show you how to make the best three ingredient brownies.

And that's the wrong way to go.

We would completely reverse that if we want to make a viral video where we don't describe the payoff.

If you're in viralish and

if you're in viralish, we have you describe the first three seconds of your video.

And then we decide if we want to hear the rest of it.

Because even if you have a great video, less than 10% of people are going to make it to the end of your video.

So they're never going to see those amazing brownies that you're talking about.

So we say start with your opening shot.

And if that's good enough, then you'll maybe be lucky to have people make it to the 15, the 30 second mark, the minute mark, or in our case, sometimes 18 minute mark.

Getting and holding a single moment of tension and learning the craft of suspense, I think is the biggest thing that separates good creators from the best creators in the world.

Right.

That's so smart because the first three seconds, if I'm not interested, I just scroll.

Yeah, absolutely.

And especially if you're in a niche, it's controversial, but we say completely unniche yourself.

Like if you were a small jewelry maker and you're just promoting your jewelry, you're going to scroll.

I'm going to scroll because I don't really care.

Everybody in this room is going to scroll because we may not care about jewelry or how to bake cookies.

But if you had

a pregnancy stick and it was positive, I would take a positive pregnancy stick and start smashing it with a hammer.

put these pieces in a Ziploc bag, melt them down with a lighter or something, show this process, and then then show how you're molding it into a ring or jewelry or something like that.

Wow.

And that's how you show how you

take, and that's how you show you make a really special piece of jewelry by commemorating a special event in your life.

Yeah.

But you just reverse the way that normal people would storytell.

You pack everything interesting and good at the front of it, and you don't reveal what you're really doing until the end.

And if people in any niche can get great at that, their lives are going to change so fast.

That's massive.

Yeah.

People just throw up clips expecting people to watch them, but that doesn't happen.

No, you have to master the art of storytelling.

And it's not really new, hooking people, suspending people, and then paying off at the end.

If Liam Neeson rescued his daughter in the middle of the movie, we would all stop watching, right?

And the stakes are high because she was stolen, sex trafficked, and brought to the other side of the world.

And he had to kill 160 guys to get to her in three days.

High stakes, crazy locations.

It's never going to happen.

And it pulls on your emotions all the way through.

It's great storytelling.

It's the same thing that we apply to a gender reveal video or to a silly prank video or to an ad for the brands that we work with.

You've recorded your gender reveal?

I have never had a baby, but you damn right I will.

Someday.

We record everything.

Yeah.

There's some creators that document some interesting choices.

Yeah.

Some very interesting choices.

Yeah.

Did you see that one in the hospital?

No.

Okay.

Yeah, their baby was in the hospital and she was recording it doing TikTok dances.

You didn't see that?

No.

Yeah, that went went viral.

I bet it did.

That was interesting.

Yeah.

Anger is a big emotion to step on to if you want to get engaged with.

Do you know Jack Doherty?

Not personally, no.

Okay.

I just, there's a fine line, I think, between attention and like content.

I agree.

Like, how far you're willing to go.

How far you're willing to go.

I'm not willing to go very far, believe it or not.

I'm not.

But we'll hire creators that are very good and they don't give a crap what they do.

And I'm like, we can do a lot with you.

If you have no shame and you'll do anything, oh my gosh, you're sitting on a gold mine.

You just need to do that.

Gold mine is short term.

Yes.

And you just need, you need the formula and you need to have a goal.

And I think that's the hardest people.

I think that's the hardest thing for most people to define as a content creator is it's what's the end goal?

What are you doing?

What are you willing to do?

And what's the North Star that you're doing it all for?

Because I used to be just a rabbit chaser where I was doing a little bit of everything when I was a young, young entrepreneur.

And then I realized I thought I needed multiple streams of income.

And then I realized I'm going to get really freaking great at one thing that is a highly adaptable, transferable skill that I can end up going into sales.

I can go into product development.

I can go into podcasting, whatever, if I know how to storytell, but mostly if I know how to grab and hold attention.

And look at what it does, even on stupid videos.

We make stuff that I would never, ever watch, but other people will.

So we're a network in that sense.

But if we can get and hold attention on bad videos, think of what the formula can do for great videos.

For sure.

You're unstoppable.

You're unstoppable.

Your service is needed, honestly, because there's people with followers.

They don't make shit.

Like, they're broke.

And that's actually common.

People just assume like if you have a million followers, you make a lot of money.

Yeah.

Oh, not at all.

Like, I mean, we've even got a million.

We got...

I've got a small, small TikTok for me at 2 million, and we don't make crap over there.

Also, you can't build a business on a single platform alone because we get a community standards violation that's not even really warranted.

And then your whole business shuts down.

That happened to me.

Yeah.

yeah youtube and tick tock and ig did you say something bad not me it's never me that's the cool part about my job i'm never i'm never the bad guy i'm never getting shit on it's always the guest you know it's usually going after big pharma or like oh yeah big food companies or whatever oh sure i'm sure you got to be really selective of what clips you post yeah that isn't gonna suppress your channel yeah very uh i try not to be but now that i have a strike on youtube i kind of have to be and it sucks because what you really want to post that is the most controversial you're like this is gonna crush but this is also gonna get me in big trouble get me banned off youtube and then i'll end up like god knows who yeah you'd be fine without youtube

it'd be tough youtube's a big one to lose really yeah i think i'd be fine without spotify but youtube it'd be tough for a podcaster at least yeah you think you're gonna podcast forever well that's a stupid question for a long time i want to do what rogan did i'm gonna sell it in a few years but also still do it yeah great because you're getting three to five x multiples so sheesh do you want to to do physical products?

If it's the right fit.

Like if shrooms get legalized, I'll do a mushroom company.

I love mushrooms.

Oh, awesome.

Yeah.

I'm a big micro-doser.

Really?

Yeah.

I've always been so curious on that.

You've never dabbled in it?

A little bit, but not micro-dosing.

I've done it one time.

Okay.

And just a little bit.

And I didn't expect to laugh so much.

I was laughing.

I was trying to do the thing.

I was trying to go in and like talk to my subconscious and like figure stuff out about myself, you know?

But that didn't happen.

I just laughed.

I was so joyful.

And I was standing on the roof and we were with just a couple other friends and we were looking at this guy and he was so angry across the street at somebody and they were in a fight.

And we were like, what are you so mad about?

Don't you see all this?

Look how beautiful this is.

How could you ever be upset when all of this is available to you?

And I feel like it's a really beautiful thing to just, your circumstances hasn't changed.

Nothing's changed about your life, but your perception of it did.

And if you could get more people to tap into that

and true, true gratitude, that's the most life-changing thing.

Even when I was super bankrupt, I thought I was the luckiest person alive.

Wow.

And I just, whether I was lying to myself some days or not, I really started to believe that I am the luckiest person alive, even when I my circumstances didn't show that.

But I think having the vision to see past your circumstances is a gift that I wish I could get of everybody, to know that the situation that you're in right now is temporary if you allow it to be, and that so much more is meant for you.

And these are just tools, you know, and this hills and valleys, and that's a part of it.

And we have to be grateful for that because the tools that got you to the top of this mountain are not the same set of tools that are going to get you to the top of the next one.

And the top of every mountain is just the bottom of the next one.

I love it.

We're getting deep now.

Yeah.

I love that.

Yeah.

Like your mushrooms are transferring over to me.

That's a great mindset, though, because some people go bankrupt and they never recover mentally.

Yeah.

I think you shame spiral a little bit.

You're like, I thought my life was going to look different than it does, and I can't get over that.

Not really realizing that reinvention of yourself is the best possible gift.

When I was bankrupt, it was the best possible gift.

I was right off the voice and I was getting recognized everywhere I went and all my friends were getting all these record deals and everything amazing was happening to them.

And I'm losing my father to alcoholism and I can't put gas in my car and I'm stuck in this record deal where I don't even own rights to my own name.

And

having my back against the wall when I thought I was going to be up here, but I was actually down.

It felt like in the gutter.

It was the best gift I was given.

Wow.

Because I learned how to be really resourceful.

I learned how to start something out of nothing.

And so now any negative thing that happens to me now i'm like this is cake yeah look at you now compared to that that was a huge gift and perspective that i've just been able to carry forward with me not that it's a practice i think like anything else doesn't always come that naturally yeah but if you know that it's available to you I think you just got to find ways to tap back in.

Let gratitude lead.

Yeah, look at you now.

I think you chose the right path.

I definitely chose the right path.

And I'm so fortunate.

And I don't know if you feel this way too, but when you've been given so much and you know what it's like to not have a lot,

it feels like a big responsibility to just to pay it forward and be a river, not a reservoir.

The second we start like holding it so tight and we operate out of scarcity, the flow stops.

But the more we just receive and we just want to teach everybody else about this, and I truly think making viral videos as a job is the coolest job in the world.

I just want to pass it through and serve the younger me who feels really desperate and thinks they have a mission or they believe they have a mission.

They've got things they want to tell the world or sell to the world.

You just got to know how to storytell it.

Absolutely.

I love it.

I love it.

Where can people find you?

And do you have anything you want to close off with or promote?

Yeah, sure.

I'm Adley.

Pretty much on all platforms, ADLEY, The Adley Show,

on others.

And if you want to make viral videos as a job, go to goviralish.com.

Sounds good.

We'll link it below.

Thanks for coming on.

Thanks.

Thanks for watching, guys, as always.

See you next time.