How Distribution Can 10x Your Luck, Career & Income

All the success you have ever had in life is luck. But the trick I've learned is you can engineer luck. Content is

going to be the future of marketing.

It's going to be a huge industry. All

benefits of content are random and unexpected. In my opinion, like the

unexpected. In my opinion, like the future of like business in India is all going to be creator run. That is the magic of content. Distribution is like 10 times more valuable than product. It

turns out if you have distribution as a doctor, you end up making actually 10 times more money than the next doctors.

The best brands in the world are very founderdriven starting to do YouTube.

They're like, "If I want to build a long-term company, if I want to build a legacy, I have to do this now." We've

taken nobody's and we made them successful in the internet. I'm a good example of this. Nobody knew me like 10 years ago. It's whatever we've done,

years ago. It's whatever we've done, let's say for AV or Full Disclosure or 100X Engineers, all these people have become successful. We made superstars.

become successful. We made superstars.

I'll tell you the process guys. So this kata you guys will really

guys. So this kata you guys will really enjoy as a company. This is what we do for a living. We create distribution. We

do over a billion views in English every month now. We've been consistently doing

month now. We've been consistently doing that for many months. We work with hundreds of enterprises in India helping them build out distribution.

And I want to tell you and this is more like a 15 14 15 year snapshot of my entrepreneurial career where I've realized that distribution is the most

important thing. Actually, distribution

important thing. Actually, distribution is like if I had to just map it out, it's like 10 times more valuable than product. In fact, I would argue if you

product. In fact, I would argue if you have distribution, you can also build a great product because you'll be able to attract good talent, good capital, good customers, etc. And that fuels you to end up building a much better product, right? Because you have all the

right? Because you have all the resources, you have the right clients, you have money. So, I think distribution is like the most critical thing. And

actually it's so critical that it's also very critical for you the individual.

It's in fact think about it know like logically it makes sense. Let's say you're a doctor.

makes sense. Let's say you're a doctor.

Okay. And I met a doctor recently on the plane and he's like he's a very well-known doctor. He has 200,000

well-known doctor. He has 200,000 followers. Until now we've not seen

followers. Until now we've not seen this. Okay. Till now we've only seen

this. Okay. Till now we've only seen distribution like celebrity fields or like cricket or this or that. We never

seen distribution of doctors. It's a new phenomenon. So I was like okay this is

phenomenon. So I was like okay this is interesting. You're a famous doctor. So

interesting. You're a famous doctor. So

how's that? And he runs his own clinic and I have met many doctors in my life who run their own clinic. Eventually

after a certain time many of these doctors run clinics and I couldn't believe the numbers.

Just like our business, it turns out if you have distribution as a doctor, you end up making actually 10 times more money than the next doctors because every day, he's like, I have like 300

patients in my at my place every day.

And he's like, I had to get more doctors because I couldn't see more than like 30 myself. Even 30 was a stretch.

myself. Even 30 was a stretch.

So, distribution also works for doctors.

Like, okay, does it work for plumbers?

Absolutely.

It works for every role. It works for the brand selling jeans. It works for the company selling cars. It works for the individuals looking for jobs.

It works for the guys selling jackets.

It works for the guys selling mobile phones.

It works for the biggest AI companies in the in the world. So, distribution is absolutely king. And today, I want to

absolutely king. And today, I want to tell you like a good rundown of everything I've learned about distribution, right? I'm going to tell

distribution, right? I'm going to tell you what we've learned from running AOS as well and seeing all these views up front. How people think, how people

front. How people think, how people behave. Uh why is it important? And

behave. Uh why is it important? And

today you're hopefully going to walk away with the right idea behind distribution. It's not just about views.

distribution. It's not just about views.

It's also about trust. So we'll

hopefully learn a little bit even for the people watching online. I think uh this is going to be a good master class in in how you should think about building distribution for yourself and for your company. Both two separate

things we'll look at.

This is a little bit old this deck. So

in this deck, we still did 400 million views. Now we're much I wrote this like

views. Now we're much I wrote this like like 6 months ago. Yeah, we're much larger than this. We have more than 10 million followers across our channels.

Maybe more than that actually. Uh this

doesn't even include our client channels. Across our channels, client

channels. Across our channels, client channels should be easily over 20 million followers. And most importantly,

million followers. And most importantly, I think one thing that people can give us credit for, which is true, is that we've made superstars. We've not taken like somebody like already wellknown and

made them more wellknown. We've taken

nobody's and we made them successful in the internet. I'm a good example of

the internet. I'm a good example of this, right? Nobody knew me like 10

this, right? Nobody knew me like 10 years ago. It's not like some someone

years ago. It's not like some someone came and said this person, you know, that didn't happen. And whatever we've done, let's say for AV or full disclosure or 100x engineers, it's like

all these people have become successful.

So we've done this multiple times over as individual brands as well as company brands. So yeah, we've made superstars.

brands. So yeah, we've made superstars.

I'll tell you the process.

Firstly, let me tell you the benefits before I get into process. Let me tell you that all benefits of content are random and unexpected.

Everything is luck.

Actually, all the success you have ever had in life is luck.

How many of you got lucky getting in here?

Okay, everyone's put their hands up.

Some people are not putting their hands up. You applied. you got into a job but

up. You applied. you got into a job but like let's say you applied let's say you did the you know the normal thing of you applied you got into a job you through the interviews you came here you thought you deserved it what language do you

speak some of you you know English you know enough English but what if your parents had not put you into an English medium school

don't you feel you got lucky that your parents put you in English medium school but like aren't you lucky that you weren't born in some tribe in Africa that doesn't have contact with human

beings. Aren't you lucky there?

beings. Aren't you lucky there?

So my argument is like whenever people say oh you know this person is lucky or that person like all of us are lucky. I

could have had you know I could have met with an accident when I was young even before I was like an adult and I would could have lost both my hands and legs.

Anything can happen in this world. Okay.

Similarly my opinion is all success is also luck. Just like all the bad stuff

also luck. Just like all the bad stuff is luck. All success is also luck.

is luck. All success is also luck.

But the trick I've learned over the last three years of my life specifically is you can engineer luck.

If you increase your surface area, if more people know you, more opportunities have a chance of coming your way. But you can really expand

your way. But you can really expand that. And you can expand that to

that. And you can expand that to billions of views. You can expand that to other countries. You can expand it to China if needed.

Right? So you can drive luck your way.

Okay? But know that that's why when people do content like when am I going to get make this much money? When am I going to get here? I'm like these are all stupid ways of thinking. No one can answer this question. All you're doing is yesterday you were certain amount of

lucky. Let's say you had let's say you

lucky. Let's say you had let's say you were a game character and you had luck stat. Your luck stat was five yesterday.

stat. Your luck stat was five yesterday.

Ar you have thousand more followers. For

whatever reason some real went viral.

Now your luck stat has gone from five to seven.

Today I'm standing here with so many successful channels and I'm telling you my luck all that's changed is my luck stat is now close to the hundreds.

That's all.

And I think life only depends on the luck stat. And it's there's a way to

luck stat. And it's there's a way to increase it which is just to have more people know about you. Okay. Anyway,

do you know what this thing is? This

thing is you'll see this on like some buildings.

Have you ever wondered why the Empire State Building or any of those buildings have this tall like it's called a spire?

You know what it is? It's a lightning catcher. When lightning hits, it catches

catcher. When lightning hits, it catches lightning so that you know lightning doesn't hit other things. I feel like the goal of

other things. I feel like the goal of creating content is to build this for yourself. Is to build a lightning

yourself. Is to build a lightning catcher.

When lightning hits, you need to be in position to take it.

And a lot of success is lightning hitting.

You can also do the negative part like for example I guarantee you if you took a bike today every day without helmet for the next 10 years of your life if you you know drove down gu section

reliably I can tell you at some point you're going to get an accident correct you all know this no matter how good you are at some point you're going to get into an accident if you drive without

helmet middle of guards right you can increase that stat you can drive in the middle of guards while drinking alcohol for the next 10 years of your life. 100% almost you'll get an

accident. Correct? What are you doing?

accident. Correct? What are you doing?

You're increasing the chance of your negative luck by doing this again and again. Maybe the first time you do it,

again. Maybe the first time you do it, you're not going to get in an accident.

But at some point, you're going to get in an accident. All we're doing is inverting that rule here. We're doing

the opposite of it. Like, what are the things we can do to increase our luck to get lucky, to make more money, or to be more successful or to meet more people or whatever it is that you want?

What is the opposite of like drinking alcohol and driving rashly in the middle of the guts?

That is what we're trying to do. And the

answer to that question is to create content.

You might not think the opposite of like sitting driving drunk in the guts is like to create content, but it is. If

the goal is to increase the positive things that can possibly happen in your life.

So you can use it to drive traffic to anything. Correct? That's how you start

anything. Correct? That's how you start selling t-shirts tomorrow. You can you can send traffic to those t-shirts. You

can make some money. Correct? Maybe your

friend has a has broken his leg and doesn't have enough money and is now raising a fundraiser to pay for leg reconstruction or to for surgery. You can drive traffic

to him, correct? To his cause so he can get his leg back. You're helping your friend get his leg back, right? You can

sell, you know, an energy drinks. You

can also sell yourself for a job and be like, "Guys, I'm looking for a job." If

you have a large audience, there'll be at least some person who wants to hire you. Yes or no? So many benefits.

you. Yes or no? So many benefits.

I give a very good example of you know Growquick. I don't know how many of you

Growquick. I don't know how many of you have heard of Growquick but they used to be our customer is one of our first customers when we first started YAS on the YouTubers YouTube side. And I

remember they would create content they would give value to people first. They

would create content with people, you know, something interesting about D2C.

And then every sixth video, they would say, well, here's why you should use Growquick.

Here's why you should, you know, use our app to do this. And it worked flawlessly.

In fact, most of you can use content to direct traffic. And we've seen a lot of brands

traffic. And we've seen a lot of brands at Yas do this, right? You can use traffic. You can use content to direct

traffic. You can use content to direct traffic to your own products and services. You might think that's the

services. You might think that's the ideal way to use it. But I think the ideal way to use it is a as a luck catcher. You don't know man. Tomorrow

catcher. You don't know man. Tomorrow

American embassy could reach out to you and say, "Hey, can you work with us on ABCD?" Tomorrow the biggest finance

ABCD?" Tomorrow the biggest finance company in the globe can reach out and say, "Can you work on this with me?"

That is the magic of content.

As we were talking about US embassy, this is the US embassy reaching out.

This is on 19th May. I don't know what they want. and I didn't go like this.

they want. and I didn't go like this.

You'll get 100 opportunities.

But the point is that these opportunities start kicking in and you build relationships very quickly. You

wake up and you build relationships with everyone and they'll all have something they want. Maybe a content need, maybe a

they want. Maybe a content need, maybe a need to like anything. I don't know. And

you can just very easily decide okay these 15 people who I know now because of these things that I'm doing with them want A. So maybe if I build a business A

want A. So maybe if I build a business A all of them will want it and they'll pay me money which is exactly how AOS was built. That's why I keep saying in my

built. That's why I keep saying in my opinion like the future of like business in India is all going to be creator run.

I think creators are going to like run a lot of business in India because of this reason.

You get all the deal flow and then you're like all of these people want this. I just need to put put a team

this. I just need to put put a team together to solve this.

What is the difference between content and distribution?

What is the difference between content and distribution?

No one has an answer.

Content can be anything creative like the material.

Okay. Content is a material.

Distribution is the audience or the the way to spread that.

Got it. So, it's the people who are watching that content that's the distribution.

Awesome. I think the way I define is slightly different but on the same lines which is that content is you're making a video. You're giving some value to

video. You're giving some value to somebody and the way to think about that video is this is a piece of value and there's two kinds of value. One is util utilitarian value which is I taught this

person something you know I've given some information to this person or there's entertainment value there are two kinds of value in content

utility entertainment okay now when people watch this and they see this value most of them will reject the value I don't want to see this entertaining

video I don't want to see this information video but some people will see it. They'll see it once. They'll be

see it. They'll see it once. They'll be

like, "Okay, nice value. More on the next thing." Then again, you put out

next thing." Then again, you put out another piece of content, either utility or entertainment.

At some point, there'll be an audience who's watched your utility video enough times or your entertainment video enough times, they wake up and they say, "Okay, maybe I should follow this person."

And that, my friends, is distribution.

You built a little bit of trust. They

know a little bit about you. And I would argue there are many different types of trust. There's a person who's just

trust. There's a person who's just watched my video who probably has zero trust or very little trust for me.

There's a person who watched hundreds of videos, who's probably watched some BTS, who's watched the cutters. You know,

there's so many people on my short form content who never watch the cutters and I built an impression of what I could possibly be like straight from the shots, which is an AI avatar,

right? It's just to me it's crazy that

right? It's just to me it's crazy that that would even happen.

So what I'm trying to tell you is that distribution is the people that actually end up following you who are in some way they make life decisions partially in a little way based on what you have

decided and what you say and what you tell and you know how you live your life because they follow you kind of like their extended friends. You're kind of like their sounding board. And if you're an entertainer then maybe you're

influencing them in the way you act right like in the past 20 or 30 years ago a lot of entertainers used to smoke and a lot of people used to go to watch the movies and be like I also want to smoke exactly like that you know whatever they do with their hands I also

want to do that so influence is also very subtle it's not just yeah bike it's what you do how you behave which also gets mimicked by people because the

world runs on something called mimemesis which is we emulate the people we Anyway, how many of you think content has immediate ROI?

Sales almost never happens, right? There's never any immediate ROI

right? There's never any immediate ROI in content. In fact, I would argue the

in content. In fact, I would argue the only type of immediate value you have in anything in India, especially India, is if you're selling a product through ads

which is less than 400 rupees. If you

run an ad for a product, let's say you're selling a toothbrush, it's under 400 rupees and you're running an ad for it or a t-shirt or whatever, then probably you might get immediate ROI.

Somebody sees it, they snap by it, they're like Karia. But almost

everything else, let's say, have you gone on the buyer's journey of buying a shoe?

How many of you have seen a shoe and immediately bought it? A shoe which is like 2,000 5,000 rupees. You always

think about it a little bit. You

compare. Even with technology, we do this. We check a shoe, we compare, we go

this. We check a shoe, we compare, we go through our own journeys. and then

finally we buy it. Today I'm going to deconstruct how you actually do that by asking you a question first which is is your trust measurable.

How many of you bought something from Nike?

Okay, a lot of people put their hands up. How much do you trust Nike on a

up. How much do you trust Nike on a level of 1 to 10? Give me actual numbers.

Okay. Seven.

Seven.

Eight.

Eight.

Nine.

Nine. Why not 10?

Why not 10?

They have some issues.

Okay. Somebody says they have some issues. No clear issues, but Oh, yeah.

issues. No clear issues, but Oh, yeah.

Issues. Anyone else?

I think it's human tendency to not give 10 on 10.

It's human tendency to not give 10 on 10. Anything else? Late deliveries from

10. Anything else? Late deliveries from official site.

Late deliveries from official site.

Okay.

I think we know them enough that we'll give them an eight, but we don't know them completely.

Okay. So, you don't know them completely. My question I have a

completely. My question I have a question to you now. Why not rate them like three?

I I feel like they've been in our fields or in our minds for a very long period of time and they've sustained that.

We know a lot of people use that.

Okay. Question to you. Yeah. Sorry.

influences big big associations associations. Okay,

here's my opinion. I don't think it's possible to measure very clearly how much somebody likes something or how much somebody trusts something. It's

very tough. And I think more than that, I also think it changes dayto-day. And I

also feel like I don't remember when I saw which Nike asset which made me a fan. I just kept seeing them. Same with

fan. I just kept seeing them. Same with

Dyson. Same with Apple. I just kept seeing them and eventually I made a purchase.

You just keep seeing them around and you just make a purchase. Now, why do you think when an employer is hiring you, they're not following the same process in their head? Hey, hey, this guy, I

just keep seeing him around Twitter. I

just keep seeing him around Instagram.

Why do you feel it's not the exact same thing?

My viewpoint is that everybody can be a Nike and every decision is made the same way you just made this Nike decision.

You can build trust. You can keep coming showing up every week, every few weeks.

You're investing in the future. You

might not need anything right now. Might

not be looking for a job right now. But

you want to make sure you're known enough for 3 years later when you're looking for a job. But if you know what I've seen when somebody leaves AOS

immedely next day they'll be real like you know you could have always passively like tweeted about this you could have always passively spoken about this on LinkedIn but it's almost like oh now I have to

build trust and everyone can see that you're urgently trying to build trust and urgently trying to build distribution when honestly all you have to do is like whatever experience you have during the day you can text you can talk about it you can do it in text because In my

opinion, at least with the world of jobs, text is taken much more seriously than video right now at least. So a

LinkedIn or Twitter will do much better for you than you know Instagram or YouTube. But you can start doing it.

YouTube. But you can start doing it.

It's never measurable.

You can never really measure it. But you

know that roughly you know whether you trust somebody or don't. You know

whether you trust a brand or you don't.

I think we've spoken about we've covered this before but um when Nike moved from let's do content you know no no ROI content let's just you know create good

brand good vibes when they move from that to let's do ads let's do measurable cr spend to can we make three rupees back the minute they did that they lost

$25 billion in market cap in a day spoken about this before it's crazy so the minute you go into transactional mode even in your own lives it ends.

Let's go through the process of purchasing a vacuum cleaner. Let's run

an exercise.

Okay? And I'm going to ask you guys a very specific question. You've never

thought about this question before. How

many exact touch points before somebody trusts a brand organically? You all said you trust Nike 7 and above, right? 7 8 9 We got some numbers. How many touch points does a company this is a new

company let's say bikey need for you to trust them seven and above how many exact because I can tell you how many exact can you tell me how many exact

someone says eight so eight okay so what do they need to do 57 means five tweets is enough if I run five ads on five tweets and show it to you is that enough would you buy from them

then huhast someone said at least 100 or you need to say at least 100 pieces of content for one or two. So if the association is big enough

says one or two. Okay. Anyone else?

More than you have to give me a number.

Huh?

Which points do you mean of content or pain points?

Oh content where they've seen you like when you bought Dyson billboard or like let's say you bought a phone.

How many billboards have you seen? How

many have you consumed? How many pieces of content have you consumed? How many

ads have you consumed? How many? You

know sometimes placement is there? No.

Like sometimes bottom right just one logo is there in some let's say movie when bottom right one logo is there. How

many of those do you need to consume?

What's the exact number? Shall I tell you the number?

Here are the numbers. Actually before

that I'm going to tell you the rule.

Something called a 4711 rule. Okay. It's

a Google rule. Google came up with it specifically for advertising and marketing. In order to convert a

marketing. In order to convert a customer into high trust, which is they are now willing to buy something from you, you need to reach out to them on four different platforms,

you need to reach out to them seven different touch points and 11 hours of total content.

Maybe I'm getting it wrong. Maybe I

think it's 7 hours of total content and 11 touch points. Whatever. I'll we'll

we'll find the exact this thing and put it on screen. But isn't that a lot of content?

11 hours of total content or 7 hours of total content. That's a lot. It's hours,

total content. That's a lot. It's hours,

not like minutes.

That's a lot of content, right? In fact, you can break it down

right? In fact, you can break it down per industry.

If you're selling a B2C product, okay, let's say some app you're running or like some e-commerce, some, you know, water bottle or like shirts, five to

eight touches for basic recall and first conversion.

Okay? If you're selling a mid-t B2C and this let's assume this is under 1,000 rupees. Okay. Ideally under 400 rupees

rupees. Okay. Ideally under 400 rupees mid ticket B2C something that's maybe like a phone. Okay.

It's 11 touches across four channels.

Yeah. Google 74 714 rule is 7 hours 11 interactions four different locations, four different platforms for genuine no- like trust.

11 touches across four channels.

High consideration B2C. Let's say you're selling a course or like insurance or like real estate or like a degree boss

12 to 27 touches 20 plus hours of content.

It's crazy. And that content can also come from your friends. It could be my friend telling me you should join Manipal. How many minutes of that? 5

Manipal. How many minutes of that? 5

seconds like that. multiply it. And you

might you might be like, "No way. I've

heard about this brand like for so many hours." But it's true. We live so many

hours." But it's true. We live so many waking hours. We don't even remember

waking hours. We don't even remember half our conversations. But this is what you need if you really want to convert people. If you really want your content

people. If you really want your content to work, if you really want to hit scale, if you really want to be a lightning catcher, this is what you need.

Core B2B vendor short list, right? If

you're a B2B vendor, if like us, we are a B2B vendor, right? We provide content services and AI services to companies.

17 interactions per vendor inside a buying community. So once they've

buying community. So once they've decided to buy and they're evaluating vendors, they need to still meet you 17 times. So when someone says that, "Oh,

times. So when someone says that, "Oh, I'm going to go do AOS." And it never happens. They're like, "Oh, I just can't

happens. They're like, "Oh, I just can't crack the enterprises." Like, you'll have to meet them 17 times. You have to figure out the way to do that. Maybe the

first time is them watching a video of yours, but whatever it is, 17 times till you close something.

If it's a complex B2B deal like some of our larger deals, right? 60 touch points overall can exceed 100 touch points if you're charging more than 80 lakhs a

year, 7 lakhs a month.

80 times 80 to 100 60 to 100 times you have to meet a client before they even say sign off and say yes. And some of those times you don't even need to physically meet them. Maybe they've seen your videos in the past. Whatever it is,

they've touched you have touched them in some way.

Again about 28.9 across industry times you need to like touch a client which means I know a person reliably

going to work with me either join AOS or like you know buy something from us as a service or products if they watch 30 videos.

It's a lot of videos for them to watch.

It's not easy, right? And maybe it could be one very

right? And maybe it could be one very long video, but ideally you want 30 different videos, 30 different touch points.

I don't think I'm there yet. For all the distribution we have, I I still don't feel like I have that repeat value. And

to do that, I need to start using other platforms. I need to start like putting up billboards. I need to start making

up billboards. I need to start making games. I need to like really, we need to

games. I need to like really, we need to go multi-pronged if you really want to win this.

But it's also a lesson in there for you.

You might put out one video, it might have gone viral be like ah but these are the numbers you need. You

want to build a successful business, ever want to build, I know some of you will want to build successful businesses, these are the numbers you need.

Good expectation setting.

How calculated across industry averages? Because when a client closes, some companies note down how many touch points it took. Like we

note down on some of our businesses how many touch points it took, how many different interactions we had. Some

companies record it, they average it across the industry. They'll do

interactions like a survey company will do interactions with the companies and ask them how many touch points. These

are roughly right. At least for us it's roughly right.

Okay. I next want to talk about proxy metrics which is we have this metric called distribution efficiency. All of you know this right?

efficiency. All of you know this right?

Like video Instagram it has a million views but has like three comments.

What do you think the efficiency of this distribution is?

Low low million views, three comments.

Believe it or not, a lot of old people can't tell. There'll be someone working

can't tell. There'll be someone working with some agency that'll be boosting every video, get three, three, two, two to three comments on millions of views.

And it's just like no one knows how social media works.

So I think the right numbers are you know if you can hit 10% engagement across comments and across uh likes and across Yeah. across comments and likes

across Yeah. across comments and likes if you can hit 10% of your views that's pretty good. We get there quite often.

pretty good. We get there quite often.

If you hit 20% plus the algorithm is going to love you. In fact on Instagram it's very simple. If you have 20 plus seconds of watch time you're going to do very well. The video is going to do very

very well. The video is going to do very well. And every second of watch time you

well. And every second of watch time you lose from there from that 20 seconds you're going to do much worse. But 20

seconds and above 25 seconds is golden.

My I did a video on I show speed has 3 million views um on his you know streaming infrastructure. That video has

streaming infrastructure. That video has 25 seconds 56 seconds of watch time right? So watch time is like very

right? So watch time is like very critical if you want to do well. But you

can also tell from the engagement how well someone's doing. Right? So these

are numbers for YouTube, Instagram, Facebook. Uh you can also track share of

Facebook. Uh you can also track share of branded Google searches. So you track quarterly percentage of all non-paid clicks that are branded.

Um so if I'm searching for a brand name and it's not paid then you that can appear on Google. You can as long as you're growing like 15% year on year your brand's like visibility is growing.

And remember this right someone tweeted this in the beginning of your company when you're like you know sub 5 crores of revenue or 3 crores of revenue all marketing spend is ROAS spend or like

you're trying to spend three rupees trying to make six rupees quickly you're trying to exhaust that quick snap audience the audience that will quickly buy something but like beyond a certain

scale beyond 100 crores all advertising all marketing is awareness the 4711 rule increasing the number of touch points cuz Nobody buys directly looking at something and says tomorrow

I'm going to buy this.

Anyway, here are the platformwide engagement rates and the breakout line.

Again, if you see these numbers, 10% is where you need to be on on Instagram.

Actually, these numbers are different. I

was talking about these numbers on the proxy metrics. These numbers, this is

proxy metrics. These numbers, this is unique reach divided by followers. So,

if you look at total number of followers, you can also do this math on total number of followers, right? If I

have a million followers, how many views do I get per video? Let's say I have about 1.2 million followers. I get

between 200 and 300K, that's about 20 to 30%. Which is pretty good, right? It's

30%. Which is pretty good, right? It's

it's the algorithm is of course like it means that we're doing well.

And these are the engagement rate, right? Like I told you, likes plus

right? Like I told you, likes plus shares. And that's like again, these are

shares. And that's like again, these are the numbers, right? So 4.2% 2% 2.5% 5% 1.5% on Facebook was a more dead

platform more dead accounts again thumbnail CTR going through quick math all of you know this the middle of the platform with 4 to 6% the top 10% of

channels is 10% plus the top channels all have 10% 8 to 10% thumbnail CTR now some of them might have lower CTRs and still be doing well because they're at more scale the CTR is obviously going to

drop as you get more views. If you're a new channel or you have like, let's say, 50,000 followers, you know, and they just start following you, you better have like 10% plus. But if you're like an old channel and you have like

millions of followers and you have and that number falls, it's okay, right?

Because you still have a broader base and YouTube understands that as things scale, numbers are going to convert a little worse.

AVD like I told you, you're trying to look for like 70% plus.

Actually, I would say I'll tweak these numbers a little bit older. I would

tweak these numbers. Instagram, you have to look for 20 to 25 seconds minimum of watch time to do well. If you get above 50 seconds, of course, you're going to fly, right? You're going to get 3 4

fly, right? You're going to get 3 4 million views. But like 25 to 30 is

million views. But like 25 to 30 is where you need to get to a million views.

And like five 9 to 10 is like to just reach your existing audience. 9 to 10 seconds. And you'll be very surprised.

seconds. And you'll be very surprised.

You might think 9 to 10 seconds so less.

But like we did this experiments once where I pulled out my phone and I started watching reals in front of everybody else. And we couldn't even

everybody else. And we couldn't even hold our attention for like 1 second.

Within a second I asked the audience, "Guys, if you get bored, say next." We'd

open the video. Actually, we can do it right now. Let's do this right now.

right now. Let's do this right now.

Here's Instagram. Here's real. If you get

Instagram. Here's real. If you get bored, say next. We'll move to the next one. Ready,

one. Ready, ladies?

3 seconds.

Okay, 6 seconds, huh?

Everyone's watching this.

So anyway, as you can see, like even getting 9 seconds is so tough.

9 seconds just 9 to 10 seconds just to reach your existing audience. It's so

tough on reals and shots. People are

scrolling in 1 one second, but this all averaged. So all the people watching for

averaged. So all the people watching for one two2 seconds sitting on their bathroom like doing something else you have to average them out with someone intensely watching that's the world we live in like none of us are very good at thinking of large

numbers but this is how large numbers work lot of people with quick drop offs who are just bored and doing other stuff like I'm doing this in the middle of something else but at the same time there'll be people who are like got into

the video after 5 minutes or fans who want to watch the entire thing or some spectacle some crazy event happened and everyone wants to like the final six of the World Cup. Everyone wants to watch

that. That like people watch intensely.

that. That like people watch intensely.

I want to give you some background insights, right? U

insights, right? U million views.

Um has a total watch time of 263 days.

So 263 days totally people have spent. Imagine

number of touch points, right? Across

people. Of course,

it has 78k likes, has 382 comments, has 97,000 shares and 17k bookmarks.

So imagine out of 1.2 million views about 10% were number of shares, little less than 10% were number of shares like 7 8% let's say. And as you can see within like a couple of days, the video

will pick up if it's supposed to do well.

You can see the top source of views.

Mostly it's from the reals tab.

You can see mostly it's nonf followers.

And if you see here, you can see that this video has like a much higher view rate past the first three seconds. Next

slide.

So why don't marketing managers do more content then spoken about so many so much about the benefits so much of the fact that it's repeatable that you can actually make it work that you can do it

again and again. We've done so many channels now. Why don't more people do

channels now. Why don't more people do it?

No, I'll tell you why more marketing managers don't do it. I'm being honest here. The average CMO or marketing

here. The average CMO or marketing manager in today's age only lasts in a company two or three years. And like I told you, this is a long game of lot of

touch points and a lot of waiting till success comes. It's a luck catcher,

success comes. It's a luck catcher, right? You're erecting a luck catcher.

right? You're erecting a luck catcher.

And the problem with putting up a luck catcher is that you can't tell exactly what that luck will be.

Someone will reach out to the CEO and be like, I saw your video on this this deal. But the CEO will never go back and

deal. But the CEO will never go back and attribute it exactly to that marketing spend. No on that video. It's going to

spend. No on that video. It's going to be like someone reached out to me and said they want to do this with me. How

did you hear about us doesn't work so well and no one asked that like a CEO is not going to ask that in a conversation.

It's almost like a lot of people are finding out about a brand through a specific thing that they did. Till now

it's been attributed to marketing campaigns but people don't really attribute it to YouTube or Instagram but now that's changing like I think people are getting used to the idea that YouTube and Instagram actually work for this stuff but if a manager is going to

be marketing manager is going to be in a company for 2 years they don't care about this this takes longer than 2 years to work so like screw all this let me do the immediate thing let me run ads let me do the easier measurable thing

like Nike I don't want to lose my job I don't want to do this thing which has like randomness element associated with But turns out like all like I told you all success is random. We're only trying

to like I mean everything is random but like this is randomness plus takes two years.

No one wants to risk their career on it.

No one wants to take long bets. Everyone

wants to take short bets. Next slide.

Yeah this is I think a tweet from Nithan Kamat right. So he said that in two

Kamat right. So he said that in two years they started doing content and I think they've become very sophisticated about this. Right. uh we've been helping

about this. Right. uh we've been helping them of course but I think they've not done any performance marketing if you look at the views 01 01 by zera has done six cr views I think

they've done totally like 10ish cr views big number of touch points right and some of the repeat values on like markets by zera very high right like people watch it every morning so very

loyal audience and of course everything that nickel is doing with WTF so I think in general the best brands in the are very founderdriven starting to do

YouTube. I don't think if you just put a

YouTube. I don't think if you just put a marketing manager there there they would take the risk of doing YouTube and Instagram. But I think the founders are

Instagram. But I think the founders are getting in the hang of there. Like if I want to build a long-term company, if I want to build a legacy, I have to do this now, right? And I have to do this over the long run so that I catch some

luck over time. Next slide.

That's it. Awesome.

Yeah. I just want a short primer on content. We have a book on this. It's

content. We have a book on this. It's

called the content creator handbook. We

have our own school for it now called Jensen. So like people can actually come

Jensen. So like people can actually come in and learn content. We hire from Jens just like we hire from Av which is our school for video editors. The reason we started the school is because there are lots of people who wanted to create

content but didn't know how and where do I get started and like so many secrets right like we we start like the first uh

video sorry the first what do you call it class is about something called frame shifting which is a really cool technique which we use very often but in general I think that

India has always slept on content we've not like really thought about it whereas China is very sophisticated about how they approach content it's it's properly done and now I'm very confident in the next few years content

is going to be the future of marketing.

It's going to be a huge industry. Uh

we're already seeing lots of signs of it. That's why I would say we are

it. That's why I would say we are growing as a company. We always hiring good talent who knows how to do content.

So if you're online and you're like you understand how to do this, we'd love to work with you. But in general for your own life, remember that the number of touch points you need with any company you want to work at, any business that

you want to run is not one or two. It's

like in the 20s or 30s. The average it's about 30. So yeah, play the long game.

about 30. So yeah, play the long game.

That's it for me. Bye.