Talking Stone Film

Film Reviews & Headlines


I was trying to figure out what kind of
social media do you have, for the video basically. I know most of you have
YouTube channels, right? By channel I mean, you use it purposely.
Because everyone has YouTube. For the next hour we’re going
to be talking about the Youtube. The reason is everything
what I mentioned previously. And because this is
the most structured platform. Like, you can do everything
from start to the end on it. If Instagram you can upload the video,
you can do things, but there is no way to cash out. So, YouTube has you covered Basically YouTube starts for most of the
creators in a very similar manner. There is Shannon Grey. He is a movie director
and he decided to create a movie “Spider babies”. That’s why… This is how I assume the movie ended up. And he… This is a quite famous story. He wrote the script. For a year.
Then he looked for financing. For the next half year. He gathered the team, went to shooting,
everything went not according to the plan. They ran out of the money and… And they decided to spend the last
couple of dollars they have on fireworks. And let the creatives, cameraman
just roam around and film good shots. And then he returned to his parents
because he was also spent out. And he was thinking
what he should be doing with his life. So this is a story, like one of the stories,
because I love the name “Spider babies”. But this is happening a lot. Because you… The process of starting thinking about creating a movie, until the end when you publish it, it can be
from three weeks, as you mentioned yesterday, up to like forever and ever.
If you want to make it like big strong and fabulous. But the feel ratio gets quite high. The longer the period comes. You run
out of energy or you run out of money at some point. So this guy, he returned home and he thought
what he should be doing with his life. He decided he doesn’t want to
do anything with the movie for now. Because he was like super disappointed. And he did… Start working at the performance marketing agency. Performance marketing.
I have talked a little bit about how agencies are divided. There are basically three types. Performance
marketing which is like on the daily base like, Google AdWords, like search engine optimization,
content on social, like super super fast. So this is on a daily basis.
Then there’s yearly basis which is like campaigns. Five companies do up to 14 campaigns a year with which they want to say “We are technology leaders, we are creative, we are innovative..”
Like, this type. And then there is strategy. So, he joined the performance marketing agency,
which did optimization for a Google AdWords. He joined one of those companies.
Google AdWords as I said, like there… Other… They’re… This kind of applications for
other search engines, but basically you… As a brand, you come and you say
“I value people who are looking for the…” Hair dryers. Who are in the market for hair dryers.
And as we can say from micro moments, people would type in “Where do I buy hair dryer” or “What is the best brand for hair dryer”. And they pay to become on the first page,
like slot, where people mostly gonna click on it. And there is a huge science behind it. How to do it in the most effective way
and in the cheapest way. But basically, for the brands,
if you are on the first page, you’re gonna get noticed. And here is the joke.
Like, if you want to hide the dead body, the best places the second page of the
Google search, because no one goes there. So if you are in a second page, just forget it.
It’s like a dead body. The science behind that… Is search engine marketing. And people do spend a lot of money on it. Marketing. Companies do spend a lot of money on it. And you have to figure out lots of things.
Like user behavior. Remember the times when you needed to write,
in the search, key words. Not the questions, not the written line. Things like black, like car, go. Something like that. Very very ridget, I would say. Right now like, “Where do you buy a car”, “Where you do that”. You basically ask questions all the time. Or you… You write down the way you talk. So this is a natural language processing.
And there are signs behind that you can choose specific words, specific situations,
specific timing and connections. Like, you choose this word but not this word. To optimize, to spend money on the people
who are searching for only specific things. So, black dress or black car.
You say, I want to optimize for black dress. Negative word “by car”.
So, I’m not gonna get indefinite. But basically it’s like super good thing to know.
And the guy, he worked for three years in this field. And he did it for for other people.
And he got his creative back and he thought “Maybe… Maybe I should take a little bit different approach.. Than going to the big screen, doing long-term…
Like long-term movie.” So he decided to shoot YouTube content. As I mentioned,
YouTube is the second largest search engine. And he was in a really good place for that. So what he did is… He took a friend who was cooking really really well
and started filming ‘Cooking with Hayla”. So, it’s like I will later on show you
how it’s gonna go. They have tremendous amount of followers.
But it was super super basic. It’s like in the kitchen, she is cooking. Cooking crazy stuff as well.
And filming. Nothing special and… The approach was super simple.
He said “I’m gonna film one episode in a one week, I will invest this amount of time,
I won’t invest any money in spreading it.” Just natural search engine optimization and how you can do it without knowing programming. And he did really well. Right now he has a team of six people working on the Youtube channel. Which is kind of… Not that many people think of it. And they’re making enough money for entire team
and entire crew. Their scaling. And he quit his job
and he’s doing that full-time. There are three main parts for the
success on YouTube. Keep in mind that it’s changing. Like this is Snapchat, this is what is happening right now. This is the tips. And there’s so many of those.
But this is my personal practice which works the best. And it can change. But it’s gonna help you to structure the search or the information collection. So, creating content the first part.
Then the second one is building an audience. And making the money on
Youtube. So this three… Criterias. Three things.
OK, so creating the contnent. So, creating content the first part.
Then the second one is building an audience. And making the money on
Youtube. So this three… Criterias. Three things.
OK, so creating the contnent. Let’s talk about the content creation. I put this lot.
Not this one, the previous one. Because I love…
You watch Vice, right? I love how he explained that at the beginning,
that at start the content was crap. And it totally was. If you could check
most of the Youtubers first… Like, first attempts. It was super simple, super… amateur. because it was sincere and was there online, for you and this is what I do,
this is what you like. I love that they’re pointing it out,
that they never started like “OK, we are Vice, we are magazine, we’re gonna do something,
like, really well, right away and get to the perfection.” It was rather, “OK, let’s do it,
let’s try it and see where it goes.” They started in the same way
I suggest you to start. So there are basic five steps. To starting create the content.
First thing is planning your channel. The one thing I just pointed out, that… People are trying to be perfect right away. And no one requires perfection.
Because perfection is not natural for a human being. And people detect it and it becomes artificial. Think about advertising. Like, these super
nice foods, it just doesn’t… Connect to you. Because you know it’s not real.
There’s some kind of barrier of fakeness in it. actually participate with that’s worth
something Let’s talk about the content creation. I put this lot.
Not this one, the previous one. I love how he explained that at the beginning,
that at start the content was crap. And it totally was. If you could check
most of the Youtubers first… It was super simple, super… there online, for you and this is what I do,
this is what you like. I love that they’re pointing it out,
that they never started like “OK, we are Vice, we are magazine, we’re gonna do something,
like, really well, right away and get to the perfection.” It was rather, “OK, let’s do it,
let’s try it and see where it goes.” They started in the same way
I suggest you to start. To starting create the content.
First thing is planning your channel. People are trying to be perfect right away. And no one requires perfection.
Because perfection is not natural for a human being. And people detect it and it becomes artificial. Think about advertising. Like, these super
nice foods, it just doesn’t… Connect to you. Because you know it’s not real.
There’s some kind of barrier of fakeness in it. And Youtube is the same.
You don’t have to be perfect, like… That doesn’t really matter until the certain point.
The quality doesn’t matter So this is the first part. The other one is… If you are ready to do it and you decide,
you really need to decide the quality level, of what you are engaging for.
If you’re gonna say “OK, I will put all of my efforts to do that
in, like, two weeks or three weeks.” You’re gonna get tired afterwards.
Because the reward is not gonna come super easy. Like, super fast. if you put it online,
it doesn’t matter. It’s like… No one is going to see until certain amount of time,
when you just get the wheels spinning. By thinking of your channel make sure
that you can be consistent. Like… What is the minimum that you can engage for
and how often you will be doing it and how much effort you gonna have. All of us have work. Like… I don’t know how for you it is, but… I have a certain amount of time that I can
dedicate for my hobbies or for my extra work. Know what kind of product.
I want to end up with the product after the time I… After the time I dedicate to…
So this is planning the channel. It is super important in this fase.
Think about what you want to say. What is the message you gonna be delivering.
It doesn’t need to have a big grandiose idea. But it has to have vibe, the stand point, the personality. What you stand for and you’re not selling out for the… For the user clicks. With what technical means. Like,
do you need production or anything else. And if it’s going to be too difficult and
if you can commit to something like that. I strongly suggest you to be very simple.
Just as simple as possible. Think of the idea and just shoot it. With the camera… Not the camera, with the
phone and put it online and see how it goes. And then build on top of it.
I for my additional work I… And there are multiple teams who are super smart, super good at what they are doing. They say “OK, we gonna go with
Beta in only like after a year and a half, when it’s going to be like perfect.” But usually those who say that they never go live. Try and adjust, try and adjust. Not to have
perfect and then see that doesn’t really work. And it happens. Because it’s unpredictable. So just keep a little bit in line. So planning a
channel is like, what you’re gonna post, what’s the topic, what you are passionate about,
how often you’re gonna be doing that, what you can commit to and what’s going
to be the content spread strategy. Which we’re gonna be talking later on. Gearing up and editing and post-production. Gearing up. The phone, it’s best thing. If you have a camera and you know how to use it well, do it. But usually it starts with regular
phone or camera on the tripod. And then people sit at the background. The crappier sometimes the background, the better it works. Because it is more natural. So Wraz even specifically request to have background some kind of… Homie, simple, that it would be more real. And when it’s too polished, it can be artificial and fake. So don’t really stress about it just do the way you would do it. And that’s all. You can do like… Most of you have apps, computers. Right now with technology it’s supereasy. So post-production.
Don’t lower your expectations for the video online. And you can do it yourself.
And you can learn it really fast. Because even I did it. Two important things I want to talk about
is workflow and building web platform. Workflow its work ethics. Right now I
talked with one of the network channels I’m gonna talk about networks a little bit later.
But basically what they do, they take content creators and they become like their producers.
They help them out with… With the leads, with the views and… But he said, content creators are super good.
They have… Ten thousands of followers but at the same time,
they don’t produce content. They’re not consistent. Consistent consistent.
And they create one post or one movie or shot and then they might not be doing for two months.
And people forget about you. You’re not doing that, they will forget about you.
So you kind of need to have it So, workflow, work ethics, be on time,
be like… Commit and do. What I wanted to say…
It’s a detour from the Youtube, right? But you put on YouTube and people
watch it, but you don’t own the platform. If Youtube decides to change something,
they will change. And they won’t ask. And all the subscribers, and all the money,
and the flow might disappear right away. So you have to take benefit of it, but be
ready to jump out of the Jan shoulder right away. So don’t do just YouTube. Have the
website where you gonna put content and additions to the content you put on Youtube. Use all other social networks.
And have at least one platform which one you own. Just for… It’s you. Like, you own it,
no one’s gonna take you out. And you constantly lead the traffic towards it.
That if something happens to Youtube… I’m not saying the servers gonna shut down and no Youtube for any of us. But algorithm might change and people won’t be able to access the
content you put so much effort to. They can have a different… Like, put you to
different playlist or something something. And then…
So be conscious about it. OK, building the audience. You don’t know it? Oh, good good. You’re in for a treat. So many ways, but one of my favorite is harnesting what people are searching already. It’s like, banner ads. They are trying to push
you out of the platform you have chosen to somewhere else to sell you things.
I hope my boss doesn’t hear me again. I want to find people who are looking for me,
who are having a problem that I can solve. Like, I can be selling, I don’t know. Hair brushes or… Computers is too easy, but maybe bracelet and I can… Get all of the traffic from people
who are looking for presents, for gift, for just accessories
or stuff like that and then I can say “Hey, maybe you’re going to like
this, maybe this is the solution!” and then you have like complete different sale.
Because you already know people need it and then you just work around it. search engine than the Google.
But the basics are the same. So people are… looking for a specific words
and then you can create content accordingly. Warn you that I’m not saying to be a sellout.
What people are looking… Like, give them what they’re looking for. No, I don’t. You have to put yourself. Like you,
what you want to show, be authentic. But still, there’s the connection between
what people are looking for and what you have. And this is… This is the channel that I was shown by my colleague. He said this is his new TV. It’s not Martha Stewart style but… There is an egg, so maybe home appliances
or something like that. Very proper pictures. It’s, like, answers the questions.
Like, basic how-tos and etc. Creators, you have to say something and
you do not slave for someone who is looking for things. you can have both.
You can have a good content and you can have… Have a connection with the people who are
looking one thing or another. Search magnets, social hooks,
community builders and launching and optimizing. But if you just put it online, Youtube cannot
know what is in the video. We cannot know it yet. So you have to say it. You have to say what is all about. And the more precise you get, the better people gonna Find you. To better words you’re gonna be attached. So, if the person is looking for how to boil an egg,
then this guy would appear because he used these tags, like how to boil the egg.
Then all the tags, like boiling, cooking nanana.
And then there’s description. He’s cheating because it’s kind of not fair.
But the content is so good that you are… You don’t mind and you just subscribe. Like, you even subscribe. But usually it would be, if it’s like baby videos Baby videos are like one of the most popular… Baby videos are super super trending. They’re like always at the top of the list, of like most watched videos, most subscribe channels. So, if I’m
looking for baby lullabies or something like that you need to, and you have one,
you just tag it, you create and you have a description. Otherwise you won’t be found. So this is
super super important. So search magnets. This is also important thing. Search magnets and social hooks. Social hooks are rather
what this trending right now. There are platforms that allow you to know what are the most trending things people are looking for. And what they’re interested about.
From the most popular search, like, from most popular keywords to the
topics people are like discussing right now. Shark attack or if it’s a Super Bowl,
than Super Bowl ads, if it’s Easter so how to decorate eggs and this is…
You can see the trends like very very well. Create content or show the content
in the right moment. Social hooks would be, you assume at
this point these keywords are going to be trending and you take the precise
and you create video about it. Youtube advertising. Youtube belong to Google
and Google has this advertising space, right? Where you put your ad and it’s delivered
into multiple websites. You know about it? It’s not like… There are some very
specific websites where you come to them and say “Put my ad,
put my banner on this space” And then they translate it for circulating
for certain amount of time. And it appears on the multiple web sites
around the web who has agreement with Google. This is also important thing. So, Youtube works through the same platform. In the different ways. It can be like a bid. Like, how much is worth one view or another for the person. And you can pay per mileage. you say OK, I want to be on YouTube,
I have video content and regular content, I want to place it and I want to
connect it with certain topics. What kind of forms of YouTube
advertising we have? We have three roles, you know about it, right? But the pre-roll not necessarily needs to be like,
“Buy the shampoo, it is the best shampoo ever!” And then a huge logo. It can be content,
it can be interesting content that you might like. According to what you’re watching
and then you could really enjoy it. You might enjoy what you are watching.
Because it’s connected to what you’re doing. Remember, I talked about tags? About how you describe the video,
the better you describe, the better it gets? So you can tag along with specific content. Some kind of short movie and has a description.
You can advertise what is important for you. Maybe a new camera in a beautiful way. Maybe that moonlight camera that can shoot in the super dark. Environment. Or it can be a conference or something like that,
which is relevant to you. Like, this is what you’re watching
and you might even appreciate it. You can be super crappy,
“Buy this and it’s free, it’s on sale right now!” Or it can be content wise which you will enjoy. And you say “Thank you, I appreciate it.
I give a plus for the brand So this is the point of view of the advertiser. And you can buy these views as well.
Like, at the beginning. The other point is that YouTube… You mentioned that Internet is us, basically what we do out of internet. So YouTube is the same.
The better the quality of the of the content is, the more people gonna be there,
the more time they gonna spend there. And they’re gonna enjoy it.
And YouTube knows it because they are super smart. And they encourage content creators in multiple ways. So at one point they decided, “Okay, should we do like a campaign to increase the Youtube popularity? And that way to motivate people to do a better content. So they decided that latter.
When they do the… And basically what’s gonna happen.
You upload the video, you have a… Viewership. You know views are not like… Not the unique views. how unique come in a
unique people saw it because this is the I don’t know how many you’ve seen of those. But the pre-roll not necessarily needs to be like,
“Buy the shampoo, it is the best shampoo ever!” And then a huge logo. It can be content,
it can be interesting content that you might like. According to what you’re watching
and then you could really enjoy it. You might enjoy what you are watching.
Because it’s connected to what you’re doing. How does that work? So, basically you can Remember, I talked about tags? About how you describe the video,
the better you describe, the better it gets? So you can tag along with specific content. If it’s… A movie. Some kind of short movie and has a description.
You can advertise what is important for you. Maybe a new camera in a beautiful way. Maybe that moonlight camera that can shoot in the super dark. Environment. Or it can be a conference or something like that,
which is relevant to you. Like, this is what you’re watching
and you might even appreciate it. How you deliver, this is the another topic. You can be super crappy,
“Buy this and it’s free, it’s on sale right now!” Or it can be content wise which you will enjoy. And you say “Thank you, I appreciate it.
I give a plus for the brand and I continue doing what I’m doing.” So… So this is the point of view of the advertiser. And you can buy these views as well.
Like, at the beginning. The other point is that YouTube… You mentioned that Internet is us, basically what we do out of internet. So YouTube is the same.
The better the quality of the of the content is, the more people gonna be there,
the more time they gonna spend there. And they’re gonna enjoy it.
And YouTube knows it because they are super smart. And they encourage content creators in multiple ways. So at one point they decided, “Okay, should we do like a campaign to increase the Youtube popularity? Or we should do profits split?” And that way to motivate people to do a better content. So they decided that latter.
When they do the… Profits split. And basically what’s gonna happen.
You upload the video, you have a… Viewership. You know views are not like… Views are how many times the video was seen. Not the unique views.
How many unique people saw it. Because this is the distinction.
For advertisers especially. And these said “OK, if you’re doing really good,
I’m ready to give you the money for every view you do.” And of course the contact is a little bit longer
than that for the exchange, but.. But it’s super nice of Youtube and… And you know that if you’re encouraged
to have subscribers, encouraged to have views, encouraged to have…
Really well set up profile. And you’re gonna get money. Even in Lithuania one guy has like hundred sixty thousand I believe followers. Subscribers. Which is a lot in such a small market.
And he’s doing content in Lithuanian. He can earn up to like 10 – 20…
10 – 12 thousands euros a month. He’s young, he’s like 17. He’s graduating, I think, soon. He’s cool. He just like, hanging out… He does like… Short videos about himself, about the situation,
about the school. Stuff like that. And people watch it. And people watch it. And it’s in Lithuanian. And he’s successful. And he’s earning money right away. So its per view. You can negotiate it, of course. It’s 0.001% to 8% for a view.
But still. It accumulates. It accumulates for a decent amount of money. The other thing what YouTube does
in most of the countries, it’s not only facilitating you to “Hey, do content,
but like, whatever you like.” Just do it. They set up spaces
where you can come and film your blog or film your movie. They give you sometimes
even cameras, canvases. Everything. And they teach you how to… How to be more productive, maybe… Capitalize on the YouTube platform better. And they’re really really good at it and spreading it around the world. So, they are investing in you
and they’re eager that you succeed. They’re not punishing you for anything.
At some point when you have a lot of subscribers, you can negotiate because you are
the key driver people come to Youtube. And then negotiations start with the YouTube. And the fun part is that… It’s not other way around. People who are famous go to YouTube and succeed. Basically, people who are famous on YouTube,
go to analog or regular and they succeed. Because they have such a short information loops. Like, you try, you feel, you try, you feel, you succeed. And then it’s like super super fast
and then when you’re like during the ad or conversing in regular, like, environment more common.
So, they succeed right away. When I said about a good content, is that good content, in this case, from money perspective. Is the one that get you views. When you reach certain amount of views, YouTube approach you or you can do it like other way in network, and they suggest you to become the partner. And it’s not really hard. A friend of mine, he’s a DJ and he has his…
His not even a vlog. He has a compilation of the music over there. He was… Of course,
he has like million views probably. But he was just asked for YouTube to join. So it’s not like something… Extremely big or tremendous, but it’s just nice,
because you’re going to get money out of it. We’re about to finish the land of YouTube. And move on to other platforms, a little bit shorter, because I structured the presentation from
the longest form to the shortest form. And before that,
I wanted to show you several pages that are really nice. Remember I talked about trends? What people are watching, where they’re looking, what kind of words they are looking for. So, basically one is Google Trends.
And you can see over here everything what’s happening. According to the countries, content type… What kind of words are trending,
what kind of topics, etc. So I will send it to you but I need to show you this site, because you will have to use it or try to use it today. For the workshop we’re
gonna have very very soon. And the other one… OK, this is my… And the other one, I know it looks complicated
and it is a little bit, but this is Google AdWords. This is where you see how many searches you have for specific words and how, what are synonyms.
Something similar. So, for example, if it’s in Lithuanian market,
I wrote down “filmas”, which is “movie”. You can see in which month
how many searches we had. Very specific. So you can see,
during January is a peak. Because it’s winter and no one is doing anything. And then again, in June we see the peak. So you have to adjust to it. I’m just showing it to you,
because I want you to use that as well. And that’s pretty much it.

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