I always used to think short-form videos could not be as valuable as long-form videos, but I was wrong. In this podcast, I explain why.
ЁЯЪА Join The Industry's First 3-Year Digital Coach Certification - https://sidz.co/diamond
00:00:01
Speaker 1: Welcome to the Freedom Business Podcast, your host, Sat Raj
00:00:04
Speaker 1: Shekhar here. Great to have you here. This is where
00:00:06
Speaker 1: we are going to be talking about how we can
00:00:08
Speaker 1: redefine our education system by building vibrant learning communities, take
00:00:13
Speaker 1: your knowledge out of the world and be awesome. Let's
00:00:15
Speaker 1: get in
00:00:30
Speaker 1: short form videos. Is that the right thing to actually
00:00:33
Speaker 1: go with or not? I'm going to cover that in
00:00:35
Speaker 1: this particular podcast. And I tell you initially, I was
00:00:37
Speaker 1: somebody who was propagating the idea that you don't do
00:00:40
Speaker 1: short form videos, only focus on long form videos, only
00:00:43
Speaker 1: do stuff on youtube, only post five minute, 10 minute videos.
00:00:46
Speaker 1: And that's pretty much what I was doing until I
00:00:48
Speaker 1: realized that it is actually important to get good at
00:00:52
Speaker 1: short
00:00:52
Speaker 1: format content because that's going to help you with the
00:00:55
Speaker 1: longer format content. So let me explain to you what
00:00:58
Speaker 1: is the concept first? Then I'll be telling you where
00:01:00
Speaker 1: all you can apply this idea of short form videos
00:01:04
Speaker 1: and uh how you can actually attract the right people
00:01:06
Speaker 1: to what you're doing. And then I'll give you some
00:01:08
Speaker 1: examples of what are the typical kind of videos and
00:01:10
Speaker 1: what are the atypical videos things that can actually cut
00:01:12
Speaker 1: through the noise in the online space.
00:01:14
Speaker 1: And I'll be giving you many examples of uh hooks
00:01:17
Speaker 1: that I've been using for the short form videos to
00:01:19
Speaker 1: really get a lot more traction with the marketing that
00:01:22
Speaker 1: I'm doing.
00:01:23
Speaker 1: First of all, before I even start. If you're in
00:01:26
Speaker 1: my community, please take a lot of notes and share
00:01:28
Speaker 1: your notes below my blog. If you have uh you know,
00:01:30
Speaker 1: because every week I give away awards and gifts and
00:01:33
Speaker 1: goodies to people who share their notes below my particular
00:01:36
Speaker 1: blog post. Now, if you are not a part of
00:01:38
Speaker 1: my community, I would highly recommend that you follow my
00:01:41
Speaker 1: podcasts because today I am on podcast number four out
00:01:45
Speaker 1: of my 90 day challenge that I have set up
00:01:47
Speaker 1: for myself. And overall, this is 100 and 99 episode,
00:01:50
Speaker 1: 199 episode.
00:01:52
Speaker 1: I'm really excited uh on this particular journey. So let's
00:01:55
Speaker 1: get started. Let's understand the concept first.
00:01:58
Speaker 1: What is the purpose of short form videos? There are
00:02:01
Speaker 1: two kinds of people who create content online. You have
00:02:05
Speaker 1: those who are entertainers and you have educators, entertainers who
00:02:09
Speaker 1: create short form videos just for getting more views and
00:02:12
Speaker 1: getting more visibility. They want to be seen, more, heard,
00:02:16
Speaker 1: more liked, more. Uh That's a different category altogether. I'm
00:02:19
Speaker 1: talking about the educator group over here, those who want
00:02:22
Speaker 1: to use short form videos
00:02:24
Speaker 1: to deliver a high impact message within a short span
00:02:27
Speaker 1: of time. So the way I approach this is even
00:02:30
Speaker 1: in the educator space, there are educators in the online
00:02:32
Speaker 1: space who do not have funnels, who do not have
00:02:35
Speaker 1: products to sell, who do not have courses to sell.
00:02:38
Speaker 1: And you have educators like what I'm doing is even
00:02:41
Speaker 1: if I'm creating a short form video, there is a
00:02:43
Speaker 1: purpose and there's a journey to creating a short form video.
00:02:45
Speaker 1: It is not just to give some value piece of
00:02:48
Speaker 1: information and just to entertain, but uh it is to
00:02:52
Speaker 1: lead them through a particular journey.
00:02:54
Speaker 1: So there are four stages. The first stage is what
00:02:57
Speaker 1: I call as a teaser stage. And that's where all
00:02:59
Speaker 1: the short form videos come into play teaser is let's
00:03:02
Speaker 1: say you are uh you know, driving in a car
00:03:06
Speaker 1: and then you just get into a hotel like a restaurant,
00:03:09
Speaker 1: walk into the restaurant and then you see just on
00:03:12
Speaker 1: the television, there's some ad on a particular movie that's
00:03:15
Speaker 1: there is like a teaser and then you're, you're curious,
00:03:18
Speaker 1: you're like, wow, OK, I wanna know more about this.
00:03:19
Speaker 1: And then you go to youtube on your phone and
00:03:21
Speaker 1: you search for that movie trailer,
00:03:23
Speaker 1: you type in the movie name and you type trailer
00:03:25
Speaker 1: and the teas are just a few seconds but the
00:03:27
Speaker 1: trailer is longer. So probably around one minute or two minutes. Ok?
00:03:30
Speaker 1: And then you're inspired and then you go and buy
00:03:32
Speaker 1: the ticket and you actually go for the movie, which
00:03:35
Speaker 1: is a 90 minutes movie.
00:03:37
Speaker 1: And then once you are hooked on to the movie,
00:03:40
Speaker 1: then you may want to watch the sequel, the second part,
00:03:42
Speaker 1: the third part, like if it's a superhero movie, Avengers
00:03:45
Speaker 1: or DC Comics or whatever, maybe the case, the same
00:03:48
Speaker 1: principle happens even in our funnels in our whole approach.
00:03:52
Speaker 1: So the teaser content, what do you do on Instagram
00:03:56
Speaker 1: reels for one minute? If you can really grab people's attention,
00:03:59
Speaker 1: you can lead them from teaser to trailer. What is
00:04:03
Speaker 1: trailer is my long form video. Let's say what you
00:04:05
Speaker 1: post on youtube, which is about five minutes. Even this
00:04:07
Speaker 1: particular podcast is an example of a trailer content. So
00:04:11
Speaker 1: what I do is on Instagram stories, I actually give
00:04:14
Speaker 1: a link to this particular podcast. You might have actually
00:04:16
Speaker 1: come from there or it might have come from, you know,
00:04:18
Speaker 1: uh telegram or through my email or from different places.
00:04:22
Speaker 1: So the teaser could be any piece of content that
00:04:25
Speaker 1: leads you over here. And of course, the the teaser
00:04:28
Speaker 1: is more than one minute video.
00:04:29
Speaker 1: The trailer is the longer format content.
00:04:33
Speaker 1: The movie is a webinar like I invite people to
00:04:36
Speaker 1: my webinars that I do on a daily basis and
00:04:38
Speaker 1: then they become my customer and customer for life. So
00:04:42
Speaker 1: the end goal of what of why I'm creating this
00:04:45
Speaker 1: content is to bring people into my world and a journey.
00:04:49
Speaker 1: And it is not just to acquire a customer, it
00:04:51
Speaker 1: is to help my customer get a result.
00:04:54
Speaker 1: So if you're somebody
00:04:56
Speaker 1: listening to this podcast, I know for sure that you
00:04:59
Speaker 1: are listening to this because you want to become a
00:05:01
Speaker 1: knowledge giver, you want to make money online, you want to,
00:05:04
Speaker 1: you know, build a business from home, you want to
00:05:05
Speaker 1: spend more time with your family. You want to make
00:05:08
Speaker 1: lacks and crows with your knowledge. And uh that's why
00:05:11
Speaker 1: you're listening to this podcast. OK. And of course, you
00:05:13
Speaker 1: want to get some new hacker idea or a perspective
00:05:16
Speaker 1: so that you can grow as a person in the
00:05:18
Speaker 1: digital realm.
00:05:20
Speaker 1: So with that being the concept, let's understand why short
00:05:24
Speaker 1: form videos are important and where it can be used.
00:05:28
Speaker 1: Now, there are two places where you need to use
00:05:31
Speaker 1: short form video. The first place is Instagram reels. Of course,
00:05:35
Speaker 1: you can push it on Facebook as well. OK.
00:05:38
Speaker 1: Instagram and the meta algorithm it works in such a
00:05:42
Speaker 1: way
00:05:43
Speaker 1: where the first three seconds matter.
00:05:47
Speaker 1: So when you upload a short form video, 45 seconds,
00:05:51
Speaker 1: one minute video, the first three seconds, if more people
00:05:54
Speaker 1: are watching or getting engaged or getting hooked into it,
00:05:57
Speaker 1: Instagram will give a wider reach that video for the
00:06:00
Speaker 1: next three seconds
00:06:02
Speaker 1: and for the next three seconds if uh if the
00:06:05
Speaker 1: whole uh if more people are watching those videos without scroll,
00:06:08
Speaker 1: scrolling it up, Instagram will double the reach for the
00:06:11
Speaker 1: next six seconds.
00:06:14
Speaker 1: And then
00:06:16
Speaker 1: if more people watch till the 12th second,
00:06:19
Speaker 1: Instagram will again double the reach for the next six seconds.
00:06:22
Speaker 1: So that is how the algorithm has been designed and
00:06:25
Speaker 1: that's how it works. And that's why you may, you
00:06:27
Speaker 1: might have noticed that there are some rules that don't
00:06:30
Speaker 1: do too well
00:06:32
Speaker 1: and some videos go viral.
00:06:34
Speaker 1: So this virality is determined by the number of seconds
00:06:37
Speaker 1: people watch.
00:06:39
Speaker 1: So for that as a knowledge giver, I, I did
00:06:43
Speaker 1: not believe in this uh even a few years ago,
00:06:45
Speaker 1: but I now I believe that we all need to
00:06:48
Speaker 1: get damn good at capturing people's attention and keeping them
00:06:52
Speaker 1: hooked for with the short format content because it's actually
00:06:55
Speaker 1: easy to create longer format content because you can, there's
00:06:57
Speaker 1: free flowing, there's no planned uh you know, stuff, you
00:07:00
Speaker 1: can go unscripted, spontaneous and stuff like that when it
00:07:02
Speaker 1: comes to short content, even though I go unscripted. But
00:07:06
Speaker 1: I want to make sure I can deliver a punch
00:07:07
Speaker 1: and deliver an impact within a few seconds.
00:07:11
Speaker 1: So the first area is to get more organic reach
00:07:14
Speaker 1: on Instagram through reels so that you can reach out
00:07:18
Speaker 1: to more number of people based on the skill that
00:07:20
Speaker 1: you have when it comes to creating that video. What
00:07:23
Speaker 1: do you say in the first opening line? I'll give
00:07:25
Speaker 1: you some examples at the end. OK?
00:07:27
Speaker 1: Now, if you know that a particular video is gone viral,
00:07:31
Speaker 1: whatever you said it connected an emotional chord with your market.
00:07:33
Speaker 1: Whatever you can actually use that same concept
00:07:38
Speaker 1: to run ads, video ads, performance marketing. I'm running a
00:07:42
Speaker 1: lot of ads on Facebook and Instagram. And I'll give
00:07:45
Speaker 1: you an example of all the different kinds of ads
00:07:47
Speaker 1: that I'm running right now. Uh Before I was just
00:07:49
Speaker 1: depending on my ad agency giving to them, telling them
00:07:51
Speaker 1: what to do and they would just do it or whatever.
00:07:53
Speaker 1: But now I realize the importance of recording that 45
00:07:56
Speaker 1: 2nd ads, 32nd ads so that I can really connect
00:08:00
Speaker 1: and grab their attention and make my ads swim like
00:08:04
Speaker 1: dolphins in this ocean of the internet.
00:08:08
Speaker 1: Weather is rising tide. Sometimes the cost per lead suddenly
00:08:10
Speaker 1: goes up, sometimes cost per lead goes down. So that
00:08:12
Speaker 1: is why it is very important for all of us
00:08:15
Speaker 1: to get good at short form videos so that we
00:08:16
Speaker 1: can cut through the noise and make our ads swim
00:08:21
Speaker 1: like dolphins in this ocean.
00:08:23
Speaker 1: So let's look at the typical ads. The typical ads are,
00:08:27
Speaker 1: are you struggling with your weight? Hi, my name is
00:08:30
Speaker 1: so and so I'm a health expert. I'm a weight
00:08:32
Speaker 1: loss expert. Come for my webinar and I will teach
00:08:34
Speaker 1: you how to do this or come from my workshop
00:08:36
Speaker 1: and it's only тВ╣99 or whatever. Like just these are
00:08:38
Speaker 1: very typical ads. Now, what I've done is if you
00:08:42
Speaker 1: go and look at all the different ads that I'm
00:08:43
Speaker 1: running right now on Facebook, it's all atypical. It is
00:08:45
Speaker 1: not the typical stuff.
00:08:47
Speaker 1: For example, I'll give you, uh, at least, uh, 10
00:08:50
Speaker 1: different hooks that uh, I use in my ads. Ok.
00:08:53
Speaker 1: When I open the ad, I'll say something like this.
00:08:55
Speaker 1: The biggest mistakes I made as a coach
00:08:59
Speaker 1: are these three things? 1234.
00:09:02
Speaker 1: Hi, my name is Dar Shekhar
00:09:04
Speaker 1: and I help coaches launch choosing A I if you
00:09:06
Speaker 1: want to know more, come from a webinar. Ok. So
00:09:08
Speaker 1: the biggest mistakes I made is a hook. Next is
00:09:11
Speaker 1: uh
00:09:13
Speaker 1: the three things that you need to make. Three lakhs
00:09:15
Speaker 1: per month are this? You need a good product, you
00:09:17
Speaker 1: need a good sales process and you need to use
00:09:20
Speaker 1: the power of A I. Hi. My name is Da
00:09:22
Speaker 1: Ra Shekhar, blah, blah, blah. Ok. Second part, another one,
00:09:25
Speaker 1: the fastest way to grow in a coaching business is dash.
00:09:29
Speaker 1: The reason why coaches cannot scale is dash
00:09:32
Speaker 1: A I cannot help you grow. You need to add
00:09:35
Speaker 1: your heart and soul into it.
00:09:37
Speaker 1: Success is simple.
00:09:39
Speaker 1: Next is don't complicate growth. If you want to grow
00:09:42
Speaker 1: in digital coaching business, you need this another one is
00:09:46
Speaker 1: my top three values in my life are freedom, family
00:09:48
Speaker 1: and service. If you're able to present with these three values.
00:09:51
Speaker 1: I would highly recommend you come from a webinar. So
00:09:53
Speaker 1: it's a completely different hook. You can see that. Right.
00:09:55
Speaker 1: I'm not even talking about my main topic. I'm actually
00:09:57
Speaker 1: talking about my, my personal values.
00:09:59
Speaker 1: Another one is, uh,
00:10:02
Speaker 1: do you want to be a part of a $350
00:10:04
Speaker 1: billion trend?
00:10:06
Speaker 1: This is the best time in the history of the
00:10:07
Speaker 1: world to become a digital coach.
00:10:09
Speaker 1: Now, that's another hook and the one more hook can
00:10:12
Speaker 1: be like, do you want to run a business while
00:10:15
Speaker 1: you're traveling and you don't have to have an office
00:10:17
Speaker 1: or employees? Imagine that. Now, that's my first three seconds.
00:10:22
Speaker 1: Next. Uh I can do something like
00:10:25
Speaker 1: I cracked the code.
00:10:28
Speaker 1: Ok, like I cracked the code on how to build
00:10:31
Speaker 1: a business without any office. Hi, my name is a
00:10:33
Speaker 1: Raj and I, this is this ok. So I've actually
00:10:35
Speaker 1: shared with you at least 1015 different hooks and these
00:10:37
Speaker 1: are the hooks that are running for me right now
00:10:39
Speaker 1: and I'm continuously coming up with so many different kinds
00:10:42
Speaker 1: of hooks uh, in my ads. And if you look
00:10:46
Speaker 1: at the design of my short form videos, it is
00:10:48
Speaker 1: like the first part is the hook. The first three seconds,
00:10:52
Speaker 1: the next three seconds is the value or six seconds
00:10:54
Speaker 1: is the value.
00:10:55
Speaker 1: So if I say the three mistakes that most coaches
00:10:58
Speaker 1: make are this mistake? Number one dish mistake number two dish.
00:11:02
Speaker 1: Mistake number three dish. OK. I mean, I just give
00:11:05
Speaker 1: that value bomb. So within nine seconds, I want to
00:11:08
Speaker 1: cover the entire value piece. So people are watching it.
00:11:13
Speaker 1: They don't feel it's an ad, they feel it's an
00:11:14
Speaker 1: educational piece of content. OK? And then I close the
00:11:17
Speaker 1: loops uh with my, you know, earning the right saying
00:11:20
Speaker 1: that I'm South ra I helped some number of people
00:11:23
Speaker 1: and then I close the loop with a call to action.
00:11:25
Speaker 1: Say if you want to really overcome these three challenges,
00:11:27
Speaker 1: come from an abnormal teacher, how you can do that.
00:11:30
Speaker 1: Now, here's the main thing. I have 30 to 40
00:11:33
Speaker 1: different hooks like this that I'm uh testing on my
00:11:38
Speaker 1: ads library right now
00:11:41
Speaker 1: and that is getting distributed
00:11:44
Speaker 1: and
00:11:45
Speaker 1: in a span of 2 to 3 weeks,
00:11:48
Speaker 1: I know exactly which hooks are getting me sales. Which
00:11:51
Speaker 1: hook is giving me the lowest cost per lead, which
00:11:54
Speaker 1: hook is attracting an audience that is willing to buy
00:11:57
Speaker 1: because there are some ads where I'm getting a low
00:11:59
Speaker 1: cost per lead, but nobody is buying from that particular hook.
00:12:02
Speaker 1: So that's not the reason why I'm recording an ad.
00:12:04
Speaker 1: The purpose of the ad is to get a sale
00:12:06
Speaker 1: out of uh out of that particular hook. And this
00:12:09
Speaker 1: is the reason why every single coach, every single trainer,
00:12:15
Speaker 1: every single expert in the world
00:12:18
Speaker 1: needs to get good at short form videos.
00:12:21
Speaker 1: I've done more than maybe 1000 videos on youtube that
00:12:24
Speaker 1: are there interviews and long form and I'm going to
00:12:27
Speaker 1: continue to do that.
00:12:29
Speaker 1: Those that, that's my trailer video. My movie is a webinar,
00:12:33
Speaker 1: but this is going to be the year, but I'm
00:12:35
Speaker 1: gonna focus more on the teaser content and I, and
00:12:39
Speaker 1: the best part is it's so easy to create. Now,
00:12:41
Speaker 1: if I have to share with you the tools I
00:12:42
Speaker 1: use is I just use my phone iphone cinematic mode,
00:12:45
Speaker 1: just record on that. Then I pull my video into
00:12:48
Speaker 1: in short, it is an app that you can just download.
00:12:51
Speaker 1: You can do all the editing on in shot itself.
00:12:52
Speaker 1: You can add the text
00:12:54
Speaker 1: and all of that and you can also add captions.
00:12:56
Speaker 1: There's another app called Captions which you can search for
00:12:59
Speaker 1: where it will auto generate the captions for the video.
00:13:01
Speaker 1: It will auto correct in case you're looking here and there,
00:13:04
Speaker 1: it will make sure that your eyes are, you know,
00:13:05
Speaker 1: sticking on the camera lens and it's got a whole
00:13:08
Speaker 1: bunch of other features. It also generates uh text and
00:13:11
Speaker 1: through A I and things like that. There are many
00:13:13
Speaker 1: tools like this, but these are the tools that I
00:13:14
Speaker 1: can use
00:13:15
Speaker 1: that I recommend for you to use, use your regular
00:13:17
Speaker 1: phone camera and use in short use captions. Start getting
00:13:22
Speaker 1: good at short form videos. OK? Now, if you are
00:13:25
Speaker 1: already a part of my community, I would highly recommend
00:13:27
Speaker 1: that you register and come in for my orientation that
00:13:30
Speaker 1: I'm going to be doing on my three year digital
00:13:33
Speaker 1: code certification. Imagine you're going to be getting into a
00:13:35
Speaker 1: world like a Harvard or Stanford
00:13:39
Speaker 1: and you're going to get evaluated where we have a
00:13:40
Speaker 1: point system. We have Gamification, we have certification, we have
00:13:43
Speaker 1: national recognition. We have a platform called Polestar where you
00:13:47
Speaker 1: will track your habits, track your task, track your business
00:13:50
Speaker 1: and basically have your own control center. Now, if you
00:13:53
Speaker 1: are keen on that, I would highly recommend that you
00:13:55
Speaker 1: attend my next showcase by going to S ID Z
00:13:58
Speaker 1: sids.co slash diamond and register for that showcase. And I'll
00:14:03
Speaker 1: be giving a special offer where you can actually
00:14:06
Speaker 1: embark on a journey for the next three years where
00:14:09
Speaker 1: by the end of the three years when you get
00:14:10
Speaker 1: certified as a masters club member, you would truly be
00:14:14
Speaker 1: a master of digital coaching. I'm going to evaluate you
00:14:16
Speaker 1: based on your attendance. I'm going to evaluate you based
00:14:19
Speaker 1: on your achievements and it's a proper certification journey, which
00:14:24
Speaker 1: is one of a kind in the world. And it's
00:14:25
Speaker 1: the only uh certification journey that is
00:14:29
Speaker 1: that has been proven to get results
00:14:33
Speaker 1: for thousands of coaches in India. So if you're really serious,
00:14:36
Speaker 1: get on that journey and I'll see you on that.
00:14:38
Speaker 1: So I'll catch you in the next episode. I hope
00:14:39
Speaker 1: you found this one useful. Share your notes below. Bye. Bye.