The One Minute Video
now let's talk about the workhorse of your content marketing machine which is the one minute video. We already know about the topic wheel. We know about how to collect content. We know about how to interview other people and be interviewed and chop them up into little components but those little components, the key ingredient that we're working with. The D. N. A. Of your personal brand is a one minute video. My friend Isaac Irvine he's run community at go daddy for the last 10 years. You guys have heard of go daddy and his son body was mocked at school for having long hair. He was growing his hair along because he wanted to be able to cut it and donate it to cancer patients that had lost their hair and other kids made fun of him saying that he looked like a girl and other sorts of things and so he was hurt and he went back home and he talked to his father Isaac and Isaac while he was in the shower, propped up his phone on a bar of soap and said hey body tell me what happened at school ...
today. And it was that one minute video that made Isaac famous. He's gotten over a million views based on that one video he's been on Ellen on George Takei on CBS news on all these different outlets. And it was just because of that one video that he put out there but here's something that most people don't know when he made that one minute video he just got done working out at the gym, he was all sweaty, he's wearing his go daddy tank top and Isaac told me, he said you know if I wanted to do something professional I would have put a suit on if if I knew that this was the video that was going to get me 100 million views, I would have filmed it in a nicer location, not and the thing we're in the bathroom where the shower curtains don't match and they're dirty and I would've gotten a nice camera, I would have, you know rehearsed my words but instead he was just recording on the fly, it was just an honest moment and he didn't even know what had happened. He didn't know what had happened to school. He said alright. Which were because because initially he asked body, hey do you want to make, do you want to make a video together of what happened? And bo was like not really, I don't really want to talk about it. And then he said Isaac said I'll put it on facebook like okay okay we'll make the video. And as he was recording the video was as as he was finding out what was going on. And so we took that one minute video that he posted initially on his facebook profile and we copied it to his facebook public figure page. Remember we talked about what a public figure pages And then we started boosting it for a dollar a day. We found the engagement rate was so high on it because the share ratio was higher than the likes and comments because the number of people that were engaging was more than 10% of the number of people that saw it because we saw that it was just starting to take off. We decided to put more money on it, we put $200 on it, we put $300 on it after a few days and the more media mentions it got the more money we put on it. So when he was written up by lad bible, I think that got 12 million impressions on facebook and on the web we then took the post that lad bible made about body getting bullied and then we put another $50 on another $100 which then got him interviewed in other areas and more coverage. And every time we got coverage we then posted that on facebook and we said thank you so much George Takei for featuring body and talking about bullying because this is a really important issue and it ties in with teen suicide. It ties in with self worth. It ties in with a lot of other factors right? And then there were interviews of body, there was a follow on where the tv station came in and filmed him actually cutting his hair and then donating donating that for I think locks for cancer is the name of the organization. So there's so many follow on components that were possible. But the key thing to realize is it was a one minute video and it was content that was intentionally supposed to be intimate and fun. It wasn't professional. Remember we talked about content that's expert versus fun, right versus intimate, intimate versus high authority. We intentionally wanted to make content that was down here, that was shot on his iphone. So think about how that applies in your life. What are the issues that you care about that? You can talk about through the lens of telling stories by interviewing other people by having it in a casual environment versus having in a formal environment like being on stage in front of thousands of people and you'll find that facebook is a place where people want to be entertained. They want to hear stories, they want to hear some kind of emotion based on your topic wheel, what are those emotions that you can extract? Could it be excitement? Could it be fear? Could it be nervousness because you had to overcome something? Could it be elation because you've achieved something? What are things that you can share little moments in your life such as you got cut off in the parking lot when your whole foods and this is how you felt about that woman, You're gonna give her a piece of your mind. But then you realized, oh, you know, everyone's dealing with something, we should all be kind of one another, right? You tell a story and then you have a larger realization and the story, believe it or not is the key to your personal brand. My friend john you shy runs product marketing over at instagram and a lot of people ask him so how do I drive success on instagram? And they think it's about showcasing their glamorous lifestyle. You've seen a lot of these sorts of people that's called flexing, right? And he said no, it's actually about telling stories and you focus on the Apple, not the orchard, right? The Apple is a particular story. It's one moment in time. It's taking the phone or the tv camera and pointing at that particular moment of what's happening. Think about how you can do that with your life instead of trying to extrapolate to this big thing or trying to preach to people tell little stories and that's the power of a one minute video