I believe that video is the native tongue of the internet.
Yeah. You go to a country and what language do they speak?
They speak English, they speak Spanish, they speak Mandarin.
The internet speaks video.
Let me tell you something really interesting that's light.
So listen to this. So let me explain how I got into this.
So go to creatorcamp .co.
Okay, I'm here. You're at creator camp, defining cinema for the internet age.
Oh, I know these guys.
I've seen these guys on Twitter.
And so I just slacked you their Notion page, which is actually way better.
I've seen this because I saw their videos on Twitter.
And I was like, these guys are great.
What are you guys doing?
And they sent me this Notion doc.
And I was like, you know, I F with this.
I like you guys. Yes.
So let me give a little bit of background here of things that I've noticed.
I've noticed that on both long form content on YouTube being like 10, 20, 30, 50 minutes it's on youtube but also even on short term uh short clips on instagram young folks gen z they are doing this different type of content and the type of content you and i are used to it's well produced sometimes it's fictional and it's like acted out but not like logan paul vine acted out where he's like walking and he slips on a banana and falls but like acting like uh a script and i've noticed this happening a ton and i'll give you an example of one have you heard of this guy called wesley wang yes i have you've
heard of him what do you know about him i've watched his youtube video if people haven't seen this they need to go to youtube what is the video what's the movie it's called nothing except everything so i stumbled on this one night i don't know how i was like not presented to me i had no expectations for it's not like somebody sent me this and was like hey this is gonna be great i just saw it somewhere clicked it this thing has 8 million views this guy is a high schooler who made like a short film it's like a 12 13 minute movie that was so good so well made so like it looks so legit for a high
schooler with his high school crew and his high school classmates as actors I couldn't believe it and I tried to hunt the guy down I'm like you're the most talented guy I've seen in the last you know 3 months who are you how do I back you how do I to fund you he's already he's already like you know made it basically like somebody signed him or whatever he like has some he got something I forgot what it was like he got into school or he got signed he got something no he was at Harvard and he got a message from I think a24 or one of these like big time directors or production uh companies he got
many of them and one guy sent him a message I don't know anything about Hollywood but it's a prominent guy and he says how do I convince you to drop out of Harvard and so he's signed with a with a production company buddy but explain what's i'm saying somebody already found a b yeah yeah 100 explain what uh what what this movie is well this was like a year ago that i saw this i can't tell you the plot of the movie it's a 12 minute movie like there's actors they're like it's a real movie describing it like cavemen like there's people but they not who they say they are well but it's on youtube they
are acting and most you well most youtube or a lot of youtube is like a day in the life or it's a vlog.
And so it does not fit that.
It has really good cinematography.
It has good scripting, whatever.
It's a great movie.
It has a soundtrack.
It's awesome. And it went viral.
It got 9 million views, I think, last year.
The kid's only 19. He spent something like $30 ,000 to make it.
So not a lot of money.
And it was a huge success.
And then I've noticed that there's this other thing going on.
So go to Instagram.
It's only a 30 -second video.
So watch this guy's Instagram yeah check this guy out the hat that is a beautiful hat that is a nice hat that man is wearing that hat that hat is not wearing him oh imagine if that hat was like wearing it yeah what would that even look like that is a wild image okay watched it love it it's it these are basically like people who have the ability to make cinematic videos in short form it has like gone up 10x not even really because of the tech the tech helps but really it's just people seeing other people doing it and then being like how do i do that too and i i had this happen uh about a year ago
i saw this girl post this tiktok of herself and her parents she was like in her parents bedroom and she's like hey i'm maddie And instead of going to school, I'm going to spend the summer making films. I want to be a filmmaker.
And she, but the editing was amazing.
The color grading was amazing.
I don't even know what these terms are, but I was like, there's some, whatever she's doing, the sound design.
Why is this so high, like highly produced for like a kid?
You know, you're, you're, you're a high schooler or something.
And I got like really hooked and I made her an offer for $200 ,000 to come fly out and work for me.
And she turned me down.
She's like 19 years old.
I'm still living in her parents' bedroom.
She's like, no, I'm going to make my own movies.
I was like, whoa. Okay.
Respect. All right.
So everyone talks about content and how you should do content marketing to get more customers.
The problem is that it's really hard. How do you make something that blows up, that goes viral, that actually gets you customers versus what most people do?
They make something that's completely ignored.
Well, when I ran my last company, The Hustle, I had to study this and I eventually made content that reached 10, sometimes even hundreds of millions of readers.
And so we were able to dial in between what works and what doesn't, and we made it fairly repeatable.
And so with the help of HubSpot, I made a guide called The 20 Ways to Craft Irresistible Content that looks at the books that I read to learn all of this, but then also the tactics, the 20 different tactics, the 20 different strategies that we use at The Hustle in order to help things go viral so we actually got customers from the content that we made.
And so if you want to create content that people actually read, you can check it out below.
There's a QR code that you can scan or you can click the link in the description.
Now back to the episode.
I am I'm pretty obsessed with this trend actually and I have no idea how to do it by the way I'm such an old man like I remember when my when computers came out remember when we used to have like a computer room in our house yeah my grandfather came over he's probably like 80 something years old and he insisted on learning to type and I was like let me just do it for you because he was going so slow but he practiced every day to learn how to type because he wanted to learn how to use a computer and now looking back I really respect it at the time I was pretty annoyed because you know only one
person could be on the computer at a time back then so it was like he was taking up all my computer time but now i respect the hell out of that what an unbelievable thing and i don't know if you remember on this podcast we talked about this like i don't know a year ago where i was like hey i've been watching like how people are using short form video and it's kind of amazing i was like i feel like we're two guys standing next to our horse carriages and we're smoking a cigarette and we've been the we're the man and when it comes to horse carriages around this town and like a tesla just zoomed by yeah
and i looked at you and you looked to me and we're like what the hell was that um that's what tiktok is like that's what this short form video trend is where people can make this type of content but it's different so like tiktok used to be I don't know okay so first of all we have to categorize or describe what we're what we're saying this trend that we're saying it's like scripted it's acted out it's well polished for years it's cinematic that's the genre is that what they call it yeah for years that was not cool for years it was like uh you know I'm just gonna be a selfie I'm gonna be be raw
i'm gonna be and and there was still like acting in that sometimes in funny skits but it wasn't like this uh i think the closest thing for me was casey neistat growing up watching casey neistat where it was it was raw but it was very well planned and it was meticulous but i'm seeing this trend that i absolutely love and this is this guy who we just showed who's this guy actually i don't even know his name matt molly um he has only 200 ,000 followers but if you look at some of his videos the one i sent you it'll have 200 000 likes uh another one being the wesley wang is this guy's name bat molly
is it bat molly i don't even know his name a t t and like i don't he i he dresses cool so sometimes i'm like is he i guess he has advertisers who are clothing companies i'm not sure but whatever he's doing i love um i just there's just there's just a vibe about it that that I like.
And what I've, how do you describe it?
I don't know. What's he selling?
No, I share your sentiment, dude.
It's like the first time I saw somebody like, you know, crip walk.
And I was like, I don't know what your feet just did, but I sure didn't appreciate what that was.
That was cool. Yeah.
It's hard to explain.
So you guys are just going to have to follow him.
And if you're listening on audio, go to our YouTube page.
We'll link to this guy.
But the thing is, he's not even special.
This is just one of like a million people now that do this they could just do this as like it's like when you meet people who could do rubik's cubes or something it's like oh wow that's like i don't know that seems like that looks like a miracle to me is this a very common thing yeah yeah this is like a a growing genre a lot of people could do this i love it and so back to camp studios or the company's camp studios but the product they're selling i think is called uh crater camp but so basically what these guys are doing is the the guy who created it is a youtuber and he makes these style of videos
and so they set up an office in Austin.
And I don't know where the money comes from.
Maybe it's their own money.
The guy has like 800 ,000 followers on YouTube.
So maybe he's making money, but they basically are going to find people who are making these cinematic style videos and they're going to help fund them.
And what they're trying to do is make videos or movies, basically movies is a better way to describe it for a hundred thousand dollars that can make millions of dollars.
And so there's, we've always heard these stories of like one -off examples of this, like, do you remember that movie paranormal normal activity oh yeah uh was that the one no it was uh you're talking about the one that was like the handheld cam so that was blair witch project so there's a play which so there was blair witch where it was you hear these stories of like a 20 or 30 or 50 thousand dollar budget and it makes a hundred million dollars and then a pair of normal activity was another one and there's a bunch of examples but these guys are actually creating a business that makes those hits
where it's a hundred thousand a two hundred thousand dollar uh video or movie and then they Like try to actually get it in theaters.
And I think it's pretty freaking cool.
I think this is actually a really cool business.
This is something that you had described a while ago.
It's a little bit different.
You actually wanted to create like a school.
But yeah, this is like a pretty cool thing.
And when you go to their website and you see like the people who are students are part of the accelerator or whatever they want to call it.
It's this totally new genre.
This new style of 21 year old that I love.
Well, there's the fashion of it, which is like...
you're right. You know, we used to think the best content is the more raw, more authentic, more personal, and that's, that was what was working for a period of time.
But you know, the pendulum always swings when you go, when everything becomes super raw UGC, but creates a craving and demand for something that's a little more produced, a little more cool, a little more somatic, a little, the dialogue is snappier because it's like planned, right?
So there is the fashion side of it, which is like, oh, this is interesting.
I kind of like this style of content now, style, right?
Fashion, fad, trend.
But then there's what I'm seeing just underneath it, the infrastructure, which is, I believe that video is the native tongue of the internet.
Yeah. So like you go to a country and that's what language do they speak?
They speak English, they speak Spanish, they speak Mandarin.
The internet speaks video.
If you open, you know, the Facebook feed 10 years ago, the Instagram feed 10 years ago, it looked dramatically different than it does today.
Today, it's essentially 90 % video.
Even if there's an image, it's like an image that has like text and music on top.
That's essentially a video.
So the internet speaks video, which means that for guys like you or I - We're screwed. If you suck at making video, you don't speak, you're ESL, baby.
Yeah. You go to the afterschool program, you got to work on it, right?
We are your grandpa.
You and I, when we were 18, we were these guys and your grandpa was your grandpa.
We are the grandpa now.
Yeah, which is crazy because we're like in our mid -30s.
We're not even like, you know, he was 80 at the time.
But I feel this way.
I feel like I don't speak the tongue of the native tongue of the internet.
I don't speak the language of the internet because I can't make great short videos.
Short video is the dialect.
Cutting your sales cycle in half sounds pretty impossible, but that's exactly what Sandler Training did with HubSpot.
They used Breeze, HubSpot's AI tools, I have decided that I'm going to develop this skill to speak this language in the same way that I decided to learn the piano. Or somebody might say, I really want to learn Spanish this year.
and they start doing 15 minutes a day on Duolingo.
I'm not saying I'm gonna become the best or I need to be a professional at this, but I do need to be able to speak the language.
So that's the first thing.
Hold on, what's that mean?
Like I'm making videos.
I'm like literally like right after, what am I gonna do after this?
I'm opening up CapCut and I'm editing a video of one of my, and it doesn't need to be about anything in particular.
It's not like I have some agenda.
I'm not trying to sell anything.
I'm not trying to make a movie.
I just want to be able to say, say okay the same things I would want to share before through a text update or an image update I should try to be able to share that same nugget in an interesting way of video like interestingly through video right and like okay the easy way is me just setting up this camera talking to it but that's kind of the boomer that's typing with two fingers that's right it's like doesn't that's not quite how you're supposed to be doing it I'm going to try to do it the way that you know these cool people are all doing that's the first thing and if somebody wants to join my
my video team and help you do this?
Great. Tell me. The second thing is you said the thing about the college.
I've gotten more and more serious about this idea.
I actually think it's going to be incredibly needed to train people to have the skill set to do modern marketing, modern media and marketing.
So like modern media and marketing is some combination of, you know, video content, whether it's TikTok, it's YouTube, podcasting, you know, creating, you know, short form ads and commercials.
It's communicating updates and even corporate communications that are done through video.
Like all of that is going to be the modern media and marketing stack is something that I don't think the world is training young people for.
I think the old model of like go to film school was like one really like narrow thing, which is like, maybe you want to go be in Hollywood, but the whole world is now Hollywood.
Like every company has to make video.
Every creator has to to make video.
Everybody who wants to have an audience needs to be able to create this type of content.
And to do that, you don't need to be the person on screen necessarily.
You need people who are good at holding the camera, who are good at editing, who are good at animation, who are good at all sound design, all sorts of other stuff.
And so I've actually started exploring this.
I don't know if I'm going to be able to pull this off, but my goal would be to find a physical physical campus that I can buy, find an existing college that I can buy, rebrand, and basically hire a sort of a dean or a CEO who's going to run this as an actual like for -profit university or college that's going to teach people the modern stack of media and marketing.
And I really want to do this.
So if people are excited or inspired by this, email me at Sean at SeanPerea .com because I don't know how to do this yet.
I don't have all the details.
I don't know where the campus is.
I don't know who's going to run it.
I don't don't know exactly how to do this, but I do know a couple things.
I have the connections to do this with some pretty big creators that I think bring a lot of attention and legitimacy to this, and I think this needs to exist, and there's no chance that the traditional incumbent universities are ever going to serve this need properly.
Mr. Beast, Jimmy, what did he say?
Wasn't he riffing with you on this?
No, I haven't talked to him about it, but I will go to him with this once we have it it packaged up better right like once we identify the site and we identify the the ceo to run it um you know that's when i would go loop in a few people that would bring pretty serious capital and pretty serious like influence to this that's cool but don't you think that needs to exist like how are people gonna like the world the supply versus demand right like the demand for video for great video content entertaining interesting educational video content the demand for that is is like as big as the, as big as
a number can get. And then the supply of people who know how to create it is so much smaller than that demand.
It's like so imbalanced today.
Yeah, and whenever I watch these videos, I, they feel like the, I'm like, you're a baby genius.
Who's like, how did this, how on earth did this person learn how to do this?
It's like, it really does feel like a different language.
Like I couldn't even begin to do it.
And I follow - 15 years ago, if somebody was young, would you have told them, you probably would have told them, hey, you should probably learn to code, right?
The internet's going to be a big deal.
Computers are bigger and bigger deal.
If you're going to learn a language, don't learn Spanish, learn JavaScript, learn C++, learn Python. Those are the languages that you needed to learn.
I kind of feel like today that thing for non -highly technical people, if you're super technical, go learn engineering, go learn computer science, that's great.
But for a lot of people that are not super, super technical, I think this is it.
I think this is the thing you need to learn is how to create media and marketing that actually works in the modern world.
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because i'm such a big fan of it so if you need a banking product for your startup use mercury you will not regret it it's amazing for more information check out mercury .com mercury is a financial technology company not a bank check show notes for details and i've noticed so for example i follow this guy on youtube named the iron snail and he just does like he tells you the history of like jeans so incredibly like niche topic or he'll tell you the history like it'll be a video on like why clothing is worse today than it was before the nichiest topics where like only nerds like me would be into
it why is his name the iron snail i don't know we don't know he's just i don't know okay that's but great names are like that they're just weird you know it's kind of like roaring kitty or whatever they just are so he's got 381 000 subscribers and like just to give you an example of some of the videos uh while you're paying more for worse clothes and it has a picture of u .s clothes versus china clothes um what makes japanese selvedge denim them i don't know what that is so special yeah um nerdy stuff stuff like that and and what i've noticed i started following him when he had a hundred thousand followers
and what i noticed is that his rate of growth is significantly higher oh i forgot to add this guy does cinematic style videos on really nerdy topics you don't even know what salvaged denim is by the way here's the ratio that matters he's got 381 000 subscribers his average video is getting like 200 to 200 a million to a million views.
So this is what you want to look for.
The view to subscriber ratio, and he's basically over -performing, which means his videos are really good, and it's just a matter of time before his sub count explodes.
And that's my point.
So his videos, this guy reviews jeans.
This is a very nerdy niche topic, but he approaches it with this cinematic what are we what we're cinematic I don't give a shit these Cinnabons out here fantastic but he approaches it in this way where there's like a normal YouTuber which is like us in front of a camera just talking and then there's one where it adds all these features or all this music all these cool cuts that are very purposeful very meticulous very thoughtful and I've noticed two things one on.
If you read the comments, the top comment on most of his videos are basically I am not interested in jeans, but I can't stop watching your videos.
So that's like a common feeling that people have. I don't care about blank, but I just love how you did it.
Therefore, I'm all about it.
And the second thing that I've noticed is that whenever I see these types of videos, the ratio of current subscribers they have as well as the views is significantly in in their favor and so my opinion is basically if you my opinion is basically this is a trend where these people are going to significantly outperform and give them two years and the people who are going to be huge in two years are doing this style of video this isn't like you know i'm not predicting we're going to mars next year like this isn't like that groundbreaking of a of a like a prediction or trend but but if you are a company
and you make products whether it's uh just you You just sell anything on e -com, or you sell what I sell.
It doesn't matter what you're selling.
I'm just saying that if you do want to get in the video, this style of video seems to be what's hitting.
Yeah. Yeah, 100%. And there's other ways to take advantage of it, like this creator camp.
There's this guy, another guy, Michael McElvie.
Have you seen this guy?
No. How do you spell his last name?
McElvie. M -A -C -K -E -L -V -I -E.
All right. So this guy's story is pretty crazy.
So I saw this guy's video.
he did a video about like the NFL draft or something like that some like again your your denim for me is like basketball football and I watched this video on the NFL draft and I'm like I don't know what I just watched but again top comment is like uh did I just stumble onto you know like YouTube premium like what is this why is this so good why is this so well made I almost hesitate hesitate to give this guy out because I'm like this guy's such a gem but the secret's out this guy's gonna be phenomenal same thing 260 ,000 youtube subscribers i found this guy when he had probably 30 ,000 youtube subscribers
now you know in a year whatever he's up to 268 but again every video gets between you know 200 ,000 to a million views it's a great ratio and he makes absurdly high quality sports content and i'm like oh i gotta find this guy he's like a filmmaker or something i don't know who this guy is but he's clearly you know classically trained filmmaker maker type of guy.
And I go look at his bio and it's like a link to schedule a call with like a CPA, uh, like a financial advisor.
I was like, what? This guy's just literally like, I think he's a, I think he's a financial advisor.
Um, cause you can't find him on his, like, there's no link to his website here.
There's no like course he's selling.
No, nothing like that.
I find him on LinkedIn and he works for a very boring finances company.
And so we talked to him them are like, Michael, dude, your videos are incredible.
What's up? And he's like, oh yeah, if you go look, if you sort by oldest, look at his videos, it's him talking about like the value of a college degree in today's market, like not sports content at all.
Actually, I think he's deleted a bunch of them because they're gone now, but it was like tax planning with a CPA or like which type of trust should you incorporate and which state is the best one to incorporate your trust in.
It was like content like that.
So this guy's story is pretty crazy.
He was creating content like that and he was the only guy on youtube it wasn't it wasn't cinematic but it was like there just wasn't a lot of supply of that content on youtube but youtube is a search engine so people would search for like um new delaware trust tax laws and he had the only video about it and so he'd get 400 views but he would book like 200 calls off of 400 views because it was like if you needed that he was the authority because he he had the only video about it and so he builds this huge book of business and he ends up getting acquired by this like bigger finance company and they're
like dude you've created this incredible business and he's like yeah i just make youtube comment and content and they're like oh we're so regulated i don't know if we're comfortable with that we'll ask you know like our compliance department if you could do that just hold on for a while so he has to sit on the shelf for like a year doing nothing and then they're like no no we don't want you doing that content stuff too risky um just you know sit here and he's like oh this is boring okay so i'll go make content about my second favorite thing you know like sports sports instead of uh nerdy tax law
and that's how he started creating this content and he now creates the most premium sports content on youtube and it's not a full -time job still no he still works at the whatever he's like a tax finance guy dude that's insane this guy should quit immediately his stuff's great i'm just like i i can't listen to it but because i'm just watching it and i'm like oh this is clearly a home run i think he did have a pretty sweet deal with the the acquisition so i understand but i think yeah i would guess that it's just a matter of time until he's you know full -time on this by the way i have one more for you
if people want to nerd out on this rabbit hole ryan trahan who's a pop very popular youtuber 20 million subscribers you know okay he makes videos just like a normal youtuber like i ate a penny every day until i had to get my stomach pumped or whatever like you know i did a crazy thing he did like a i walked across across the country or like just like it's like stunts stunts yeah i tested every one star hotel in america you know stuff like that by the way all those videos they're pretty great um he's he's an incredible creator oh he does this great thing where he has the stunt but as soon as the video
starts it's no longer about the spectacle and he's super like quirky likable doesn't take himself too seriously i love it he does he nails that vibe whereas everybody else is like bigger bigger batter bigger explosions you know he actually like kind of it's like super likable and relatable I think he's going to be one of the biggest creators in the world I think he is obviously obviously he's on his way but like you know that 20 million I think I would buy stock at 20 million subscribers you know what I mean like I think he's got significant headroom hey bold bold prediction saying a guy with 21
million subscribers on youtube is going to be a big deal he's going to be big so check this out he's got this video called we need to talk it's a video that's promoting his candy brand you know he's got like a candy brand well i forgot it's called joyride yeah joyride and um i watched this and i go i have no interest in candy in general let alone his candy i watched every second of this video and about two minutes in i just sort of had to pause and i was like oh every other candy company is screwed like if this guy can can create this what is a normal company supposed to do when you're competing
with this this is incredible like the quality of the content i was like i'm i signed me up to watch this commercial every week like it was unbelievably done by you know just a kid like he's young he doesn't have like a it's a seven minute we didn't it's a seven minute video and the top comment it's pretty funny it fits exactly what we're saying that was insanely cinematic so it's exactly and then the the next one.
I just got tricked into watching a commercial and I'm not even mad.
Next one. That was the best commercial I've ever watched.
Next one. I just watched a semi -commercial and it was better than half the movies I've ever seen.
The storytelling was immaculate.
This is what I'm saying.
This was my feeling.
I was like, how, if I'm a candy company and I see this, this, I have like an existential crisis.
Cause I'm like, I cannot believe the gap between what a kid who's not even like farming this out in a $20 million contract to some big ad agency.
Like this is just like him with his team making something it was unbelievable this is unbelievably it broke my brain so go watch that thing so this company so he founded joyride yeah and they've raised 33 million dollars so this is kind of a go big play here yeah wow this is crazy this is cool i uh it's got almost six and a half million views yeah i think he used sticks to produce it um um what's that but like yeah sticks is like another youtube channel that's like they make cool stuff you should check them out too but um yeah unbelievable i i didn't make this mean to make it sound like he's holding
a camera doing like a vlog like it's not just him because obviously a lot of people were involved in this what i just meant is like you're not talking about like a multi -billion dollar conglomerate hiring you know uh the best ad agency and professional hollywood actors and you know a vfx studio whatever like this is like the creator economy trying to be bottoms up punching and like wow their punch is actually kind of amazing this entire episode is basically um it's what did you say what did you say the the squares and circles or the triangles said it was um different is better than better different
is better than better that's what this entire episode is um that's basically every story was about that we should make the thumbnail like that guy's uh nothing is that what is it nothing is everything what What is that guy's video?
I don't know. Nothing except everything?
I honestly already forgot.
The thumbnail is just like whatever some cute girl turning back as if you're in love with her and it's blurry and cinematic thumbnail and vague title.
We should do that for this episode.
Nothing except everything.
We should try to be cinematic.
The boys try to be cinematic.
Oh, man. We try to be cinematic.
Might delete later.
Dude, you need to be like One of us needs to be a hot chick, reaching out with our hand back to grab our boyfriend's hand because that's what this is.
Yeah, actually, after this, we should legitimately do this.
Can you take a picture and view that pose?
We'll blur it like that and we'll use that as the thumbnail.
That's so funny. All right, let's try it.
All right, that's it.
That's the pod. All right, my friends, I have a new podcast for you guys to check out.
It's called Content is Profit, and it's hosted by Luis and Fonzie Cameo.
After years of building content teams and frameworks for companies like Red Bull and Orange Theory Fitness, Luis and Fonzie are on a mission to bridge the gap between content and revenue.
In each episode, you're going to hear from top entrepreneurs and creators, and you're going to hear them share their secrets and strategies to turn their content into profit.
So you can check out Content is Profit wherever you get your podcasts.
