Full transcript
0:00The V in viral stands for visual shock.
0:04So if your video is not visual, it's not
0:07going to go viral.
0:08>> Today I'm talking to Jenny Hoyos, the
0:10number one storyteller on social media.
0:12She has built a YouTube empire with over
0:157 million subscribers and has billions
0:18of views across all her channels. There
0:20is no one that has mastered short form
0:22storytelling like she has.
0:24>> That curiosity gap, that is everything.
0:26If an idea doesn't have a curiosity gap,
0:28then there's no reason that the viewers
0:30are going to watch.
0:31>> In this video, we break down her formula
0:33to make any idea go viral, the
0:35storytelling structure behind most of
0:37her unforgettable videos, and her number
0:39one tip to become a magnetic
0:42storyteller. Whether you're creator,
0:44entrepreneur, or speaker, this one will
0:46change how you tell stories forever.
0:49>> So, I remember in one of the videos you
0:50said that you could make any video or
0:53any idea go viral. What makes a good
0:56story for you?
0:58>> A good story for short form content is
1:03not one that is fast. Cuz I find a lot
1:06of people start trying to stuff in a
1:08bunch of information and just talk
1:09really fast. Rather, a good story is one
1:13that doesn't have many story beats and
1:15has just the relevant ones to get to the
1:18end of your story. Usually, you have a
1:20goal in the you set out for a goal in
1:22the beginning. you have a problem that
1:23needs to get resolved and you only
1:25include the very few story beats that
1:27are relevant to answer that question.
1:30>> And what entails a story beat? Is that
1:32like a challenge and a resolution or
1:34what does that entail?
1:37>> Yeah, the the way I think about it
1:39actually so I actually have a framework.
1:40So it would be much easier if I just uh
1:43say what those what those are. So uh
1:46it's a new one I came up with like two
1:48months ago and it has been working in
1:50every video. So, super easy to remember.
1:53It's the acronym viral. The V in viral
1:56stands for visual shock.
2:00>> So, if your video is not visual, it's
2:02not going to go viral. It needs to be
2:04visual. And it doesn't matter what niche
2:06you're in. If you're in in an
2:07entertainment niche, then I'm hoping
2:09it's you're doing some sort of visual
2:10challenge or some sort of uh visual
2:13story. And if you're in an educational
2:15niche, try to find a visual analogy,
2:18whether that's like with marbles or if
2:20you're using like for example the blue
2:22ocean strategy. It's a marketing
2:23strategy and it's very visual because
2:25you think about a fisherman and there's
2:27fish and there's a blue and red ocean.
2:28Like it it visualizes it. So number one,
2:31it needs to be visually engaging, but it
2:35needs to start with a visual shock
2:37element.
2:38>> Um and then after that immediately start
2:42the video. You want to start these short
2:44form videos. Unlike movies where they
2:46have to give us context and the why and
2:49the motivation of the character, with
2:51short form content, you have to get
2:53right in to the juice, the peak action
2:56like at the we're almost at the climax
2:59already. That's where the video should
3:00start.
3:01>> Uh so immediately and immediately start
3:03the video. So not giving context. And
3:06then the R is rising action. We need
3:08tension. So what's the question? What's
3:10the problem? Tell us it. The A is
3:13anticipation. You don't want to give the
3:15answer immediately. You want to give us
3:17little hints and clues and puzzle
3:19pieces. And the L, a lasting payoff. You
3:22want to make a concise ending that
3:24concisely answers the question. And the
3:26answer or if you're asking a question in
3:28the beginning of the video, like what's
3:292 plus two? The last word you say in the
3:31video needs to be four. If you say four
3:34and make sure to people are going to
3:35leave because they they heard four and
3:37then they're going to leave. So, if
3:38you're going to ask for some sort of
3:40call to action, uh, part of that lasting
3:42payoff is to say it before you give the
3:45answer.
3:47>> That's fascinating and so easy to
3:49remember with viral. Can we go
3:51>> so easy to remember? Yeah.
3:53>> So easy. Can we go a little bit deeper
3:54into some of those components and you
3:56give our listeners some some of the tips
3:58on how to master each one of the steps?
4:01>> So, if we start off with for example the
4:04first one visual.
4:06>> Yes. Yes.
4:06>> And if we think of let's say someone
4:09typical in the educational space, let's
4:12say I'm a I'm a life coach and I some
4:14want to make some videos about that. How
4:16could I start for example with a an
4:18enticing visual at the start?
4:21>> Yeah. So there's either two ways of
4:24doing it, which is like using an actual
4:26study of something. So if it's like a a
4:29research study and showing like um like
4:32the the results or bar graph or if it's
4:35not then giving some sort of analogy of
4:38what it looks like. So for example, I've
4:40seen um I I there's so many different
4:43life coaches that have done this type or
4:45psychologists that have done these
4:46videos and I can't I wish I could find
4:48it to show it, but usually they'll start
4:50with like a bowl of of uh a specific
4:53color. So, let's say it's like blue and
4:55then they'll have a glass that has like
4:58uh red water. So, there's blue water and
5:00red water. And they'll usually say,
5:02"Okay, this blue water is is you." And
5:04this red water is someone giving you um
5:07telling you something bad. Now, even if
5:09they just say something small, your
5:12water is still blue, but it's it's going
5:14to um it's going to be turning a
5:16different color. And no matter if you
5:18add more blue water to it, it's going to
5:20take a lot more blue water to turn it
5:21from purple back to its original blue.
5:24So like that's just like a an example.
5:27Um I've seen another great example of a
5:30this is one of the best videos I've ever
5:31seen. This one I I definitely know the
5:33the channel. So you could use this as an
5:35example. Um Gohar Khan is the name of
5:38the channel. He has a video where he has
5:40a jar and he says, "Um,
5:44so if we were to pour sand, rocks, and
5:47golf balls into this jar, in what order
5:49should we pour it in so we can fill it
5:52completely up?" And then the video is
5:53him saying, "Well, let's start with the
5:56sand and putting the rocks." Oh, wait.
5:57There's no space for the golf balls.
5:59Okay, let's do the rocks, then the sand,
6:02then the golf ball. There's still no
6:03space. But if you put the golf balls
6:05first, then the rocks, then the sand,
6:07then there is space. And that's because
6:09the way you should be allocating your
6:11time is by doing the bigger tasks
6:13because that's how you should start your
6:15day. You should start it with that
6:16foundation and then the little tasks
6:17will have space to be filled up at the
6:20end. That was such a great video um
6:22analogy. So just try to always think of
6:25visual analogies.
6:27>> Got it. That's fascinating. Yeah.
6:29Instead of just using the analogy word
6:32for word, you really you paint the scene
6:35by playing it out real life.
6:37>> Yes.
6:37>> And so the second one was immediate
6:39action. I think that's clear just boom,
6:41you start with the momentum. Can you
6:43share a little bit more about the third
6:44one of how can you get that was rising
6:47um what was the third one?
6:49>> Yeah, like rising action rising action.
6:51We need we need to know
6:53>> we need to know what we're watching for.
6:56So I think this one is um this one well
7:01they're actually all just important but
7:03I think people struggle with R and A
7:07which is like what is this conflict?
7:10What is what is this um anticipation as
7:13well? So I think we can combine those.
7:15The way I think about it is we're
7:17immediately so we have that visual
7:19analogy we're immediately starting but
7:21why are we watching until the end?
7:23That's why I think about rising action
7:25like what why are we okay not only is
7:28what are we watching till the end for
7:29but why should we care cuz the question
7:32you you you in theory could do something
7:34like how do I make my coffee okay but
7:37there's no there's nothing like
7:39>> making me intrigued about that yeah
7:41that's a question that that you're going
7:43to give me the answer to but but make us
7:45make us care so is it because um this is
7:50how I make the coffee that keeps me
7:53awake for more than 24 hours. What?
7:55That's insane. Okay, I need to know how
7:57you make that coffee.
8:01>> So, you increase the stakes. What are
8:03your other preferred ways of how do you
8:06make your audience care? That's I guess
8:08one thing is time pressure. What are
8:10some other ways where you feel like this
8:12really um goes well with any audience?
8:17Definitely I would say speaking to them
8:20something I didn't mention on in this
8:22whole framework because it all comes it
8:25you know first comes the idea before we
8:27we even get to this framework of course
8:30um but making them care kind of does
8:33come back to the idea and making sure
8:35that it revolves around them. So
8:37whatever like if you're doing something
8:39in a video are you do you're doing that
8:41to test it for the audience. Um or at
8:44the end of it they're going to get some
8:45sort of value. So you'll make them care
8:47by tapping into what they care about.
8:50Think about what makes them scared, what
8:53is going to excite them. What are their
8:55dreams? What are their um nightmares?
8:59>> Got it. Yeah. So the video should
9:02address something specifically that they
9:04think ah I need to have to solve or this
9:06is what I'm always fear fe feared about
9:09>> 100%. And something I want to add to
9:11that is it's the the wording like the
9:15certain way you word things or the order
9:17of the way you say things makes a huge
9:20difference because you could say two of
9:22the same sentences and they end up
9:24having two different meanings just
9:27because of the way that you rearranged
9:28it. Uh for that reason, that's why you
9:31always want to start your video by
9:34starting with you and then going to me.
9:37So like if if uh recently I saw a video
9:40where someone said that they were
9:41training um to run like a marathon,
9:44right? Instead of starting the video by
9:46saying I'm training to run a marathon,
9:47you want to start by saying here's how
9:49you you should train for your next
9:51marathon because this is what I'm doing.
9:54like just by like a rearranging the the
9:56way you said it and and saying it
9:58exactly like that isn't the most
9:59optimized way but the point is we always
10:01start with them and then talk about you.
10:06>> That is so fascinating because a lot of
10:08creators out there they just talk from
10:09their own experience without including
10:12their audience necessarily.
10:14>> Oh no the best creators always talk
10:15about their audience first. Even someone
10:17like Dan Martell has such a great
10:19formula and all, even in his long form
10:21videos where, for example, if he has a
10:23listical videos of like five tips, he
10:25always says the tip first and tells them
10:27how to apply it. So, it's usually like a
10:29three-step thing where he's like um the
10:32tip, how you apply it, and then his
10:35background and his story um with that
10:37specific experience. So, he's starting
10:39with them.
10:41>> Got it. Okay. Fascinating.
10:45And so raising anticipation is making
10:47them care.
10:51Anything else that you feel this is what
10:54someone definitely has to have in their
10:56story in order for the story to land
10:58really well.
11:00>> Yeah. Uh, another thing that is very
11:02difficult to do which will I I say is
11:04like part of the anticipation stage is
11:07making sure the viewer is understanding
11:10how close like where we are in the
11:12story, how close we are to finishing
11:14because if they feel like there's no end
11:15in sight, then they're just going to
11:17leave cuz they're just going to get
11:19bored. So, we want it we want it to feel
11:21like we are constantly progressing.
11:23Progression is super important. So,
11:26making sure that you are using language
11:28that makes it feel like we're
11:30progressing, like first, second, or um
11:33or even including mechanisms like what I
11:36like to do is um I like to include like
11:39if if the video is is me doing something
11:41in a certain amount of time, I'll have
11:43the timer on screen. If I'm doing a a
11:45recipe, for example, I'll have the
11:47ingredients on the top of the screen and
11:49then I'll check mark as I'm going
11:51through the ingredients so they
11:52understand how close we are to the video
11:54being completed.
11:55>> M got it. That's a good trick one. I'll
11:58try this one.
12:01If you think you've by now probably
12:03analyzed millions of videos.
12:06If you think is are there maybe like
12:08three mistakes that you see are the most
12:10common one that is stopping people from
12:12going viral where you feel like if they
12:14just fix this one thing then it would
12:16make such a big difference.
12:22I I definitely think it's it's selfish
12:27content and it's that people talk about
12:29them and not about the value that the
12:32person's going to get. Um but I think
12:34that all stems from not understanding
12:38their avatar or sometimes not even
12:40having an avatar. So I think it is
12:43really important to know who you are
12:45creating content for and ensuring that
12:48it is a market that has high demand and
12:51low supply because you can be in a
12:54market that has high demand um but
12:56there's a high supply of content
12:58creators creating that content. So you
13:00now can't be like a B like level
13:03creator. you need to be A++ the best at
13:05that niche
13:07>> versus if you're in a niche where uh the
13:10competitors are like creating content at
13:12a C level you being at a B means you're
13:15already the best at than everyone there.
13:17So um I would say knowing your avatar
13:22but also ensuring that you pick an
13:25avatar or a niche or you know those
13:28those things are are similar. If you
13:29pick an avatar then it it typically
13:31falls under a niche. Um, I think it's
13:33super important. I think that's I think
13:35that's that's I've seen creators who
13:38would try to I I've seen uh creators
13:40who've tried to be entertainment
13:42creators and they wouldn't get views
13:43because they're competing against Mr.
13:45Beast and then they niche down.
13:47Actually, I literally have a a friend
13:49that I I've helped. His name is Josh
13:51Krueger. He was he was doing like okay
13:54like in this uh in the entertainment
13:55niche uh basically competing against
13:58like Iraq, Ryan Tran, Mr. beast. But
14:01then he niched down into scootering
14:03content and now he is the best
14:05scootering content creator. Like it's
14:07it's crazy how just switching niches can
14:10make someone instantly go viral.
14:13>> That is fascinating. Yeah, that's so
14:15good to know cuz yeah, if we keep in
14:17mind oftenimes, especially when it comes
14:19to educational content or also business
14:21content right there the bar is
14:24relatively low but if we take the uh
14:26entertainment space it's pretty high. So
14:28if you apply some learnings,
14:30>> wow, fascinating.
14:35>> You talked about idea before.
14:39How can I come up with those viral
14:41ideas?
14:43>> Yeah, there's different ways to do it
14:45and I guess it all comes down to like
14:49what your niche is and you know based on
14:52that you'll know which is the best
14:53option. Like for example, for
14:55entertainment content creators, I would
14:57say that looking for outliers is the
14:59best thing. So essentially going on
15:02YouTube or platforms like view stats and
15:05seeing videos that are performing higher
15:07than average on the person's channel. So
15:09I used to do this all all the time where
15:11you would go and look for small content
15:13creators like less than a thousand
15:15subscribers and have gotten over a
15:16100,000 views on a video.
15:19>> That means their idea whatever they did
15:21was good and you should recreate that.
15:23So that's that's one way and I think
15:24that primarily works for entertainment
15:26content creators but as far as other
15:28creators um I guess it also works for
15:32for niches in a way but then even so the
15:35issue with that is uh if the video has
15:37just come out and you create your own
15:39version how are you going to how are you
15:41going to do better than them or I guess
15:43you'd have to like find like with
15:46entertainment content you can find a
15:47twist but if it's like educational like
15:49what twist are you going to do? I guess
15:52you could try to make the video better,
15:54but anyway, because of that, it's also
15:57good to have your own unique ideas. And
15:59uh my favorite way is actually just
16:02through my own experiences
16:04um or like through content that I am
16:08consuming in other formats like uh books
16:11or TV. Um but I really like trying to
16:15acknowledge like everything that happens
16:16in your real life because everything is
16:19an idea. Um like literally like it's
16:22actually insane how how um everything is
16:25an idea for example
16:28you know how you you let's say waking up
16:31in the morning the first thing you do is
16:32grab your phone that's a hook or do you
16:35is the first thing you do in the morning
16:37do you grab your phone or do you grab
16:38your phone first thing in the morning
16:39boom that's that's a hook um
16:42everything's a hook even putting on your
16:44shoes I saw a relatable video on how
16:46like um instead of untying your shoes.
16:50Does anyone else just like slip them on
16:52and like actually spend longer trying to
16:54put them on with the laces tied than
16:56just untying them and tying them back
16:57on? Like that's that's viral.
17:00>> I think uh trying to acknowledge like
17:02things that happen in your day-to-day is
17:04really good because it happens to other
17:06people too and it probably hasn't been
17:08created yet.
17:12When people think of storytelling, they
17:13often think that it has to have this
17:15challenge that you or this mission that
17:17you stayed up front where like hey over
17:20the next 3 days I'm going to cut out all
17:23all the carbs in my life or I'm going to
17:25not going to look at my phone. People
17:27think that this is the way how they
17:28create stories. Would you say that this
17:30is how you usually look for ideas? It's
17:32usually those challenges type of videos
17:35or is there a better way? Those are my
17:38favorite stories for sure cuz the reason
17:41why I like those I like for for me
17:43personally is because when I'm going
17:45into it, I don't know what's going to
17:46happen either. So if I don't know what's
17:48going to happen, then the viewers
17:49definitely don't know what's going to
17:50happen. But you can definitely
17:51incorporate storytelling tactics in
17:53videos that don't have those traditional
17:55challengebased stories. It's just a bit
17:58trickier and you have to be more
18:01specific in the way that you are writing
18:03it. I would say
18:06>> if we take those challenge type of
18:09stories. One thing that I struggle with
18:12myself is that oftentimes I want to do a
18:14challenge but it seems like hey how do I
18:16compress that then into a 60-second
18:19video right let's say I go through this
18:20three-day challenge where I'm let's say
18:24I'm trying to speak more articulate and
18:26I'm documenting this but then it feels
18:27like hey how can I put this then in a
18:2960-second video.
18:32Yeah, that for that reason. Actually,
18:34the first thing I'll say is I find that
18:37the best short form challenges last 10
18:40minutes, not even maybe an hour max
18:44because you we don't want to have a lot
18:46of story beats. And if you were to break
18:48it up into three days, unfortunately,
18:50we'd be break
18:54because we don't want that many story
18:55beats. We would probably just say on day
18:58one, I felt three sentences. Day two, I
19:01felt three sentences. Day three, I felt
19:02three sentences. But you can't just
19:04break up an entire day into three
19:07sentences. Um, especially if it's a
19:10challenge, like for example, if the
19:12challenge is like eating a healthy diet,
19:14imagine breaking up on day one, I eat
19:16this for breakfast with this, this,
19:17this, this, this, this, this, this,
19:17this, this, this, this, and that, lunch,
19:19like it's a lot.
19:20>> So, for that reason, I would actually
19:23encourage a a long form video. I
19:26wouldn't even say a short form series. I
19:28know people do short form series. um
19:31those work on Instagram, maybe Tik Tok,
19:34but for YouTube or just short form
19:36content in general, I wouldn't do a
19:38series. In that case, I would just make
19:39a long form.
19:41>> Got it.
19:41>> But yeah, the best challenges, think of
19:43challenges that like last uh like for
19:46short form,
19:48>> they really do need to be short stories.
19:50You need to tell stories that are really
19:52like actually just don't have much going
19:53on.
19:54>> Okay, that's good to know. And so if we
19:57take for example some educational
19:59creators out there, let's say we have
20:00this agency owner or again we have this
20:02life coach. What could be like a
20:0410-minute challenge that they could
20:07record or document?
20:11>> I guess it depends. Like uh I've seen
20:12videos where people make a short where
20:15they try and close a client on a cold
20:17call. Like that's that's a a challenge
20:19they could do. or um
20:23could you give me like a specific niche
20:25that I could think about?
20:26>> Yeah,
20:28let's see. Let's let's stick with life
20:30coaches then for a second. And so, hey,
20:33you are in the niche, let's say, of
20:35helping helping men with confidence.
20:38>> Okay.
20:39>> Very relatable.
20:40>> Yeah. Yeah. No, I I love that. I am uh
20:45almost wondering if there is some sort
20:49of exercise that you can do for
20:52self-confidence or maybe if there are
20:55certain I guess like a
20:59that actually reminds me of a video I
21:01just I just saw of someone like talking
21:04about like how before you do anything
21:07that is is going to be publicly or you
21:09need to be confident like just to like
21:11shake and and and uh be crazy. Have you
21:15heard about that tip?
21:17>> Yeah.
21:17>> How like you just want to like shake
21:18everything off like get all the energy.
21:19>> I do that all the time. Every single
21:21time before podcast before I go on
21:23stage, I shake out my body and I do warm
21:25up routine.
21:26>> Okay, there we go. That that's that's
21:27like a a video or uh testing out. It
21:31could be even actually
21:34because it's not an episodic series. It
21:36could be a non-epodic series where
21:38you're testing out different um warm-up
21:41routines. So, um
21:44yeah, the video could start like that
21:46trying and then blank celebrities uh
21:50warm-up routine before um speaking and
21:53then giving it a rating and then doing
21:54different videos where you give it
21:56different ratings and you don't have to
21:57say that they're they're linked, but
21:59that's a format that's a great format.
22:02>> Um and it's visual because you're you're
22:03you're shaking it all off. Um,
22:08>> but
22:10yeah, I would say challenges don't
22:13always need to be like what is like
22:16typically seen on YouTube where it's
22:18like how long can I hold my breath or
22:21something like that. It doesn't need to
22:22always be like that. Um, a challenge is
22:26ultimately a problem that you want to
22:28resolve.
22:32>> Yeah.
22:33And it can be the smallest problem
22:35possible as long as as it has a visual
22:38hook at the start and some progression
22:41throughout and a lot of twists in there.
22:43And so
22:43>> that they care about. Yeah.
22:44>> That they care about. And so what I hear
22:46from you is don't try to find the super
22:49unique one big challenge because
22:51oftentimes this might be a little bit
22:52too much for those shorts but rather
22:54more those short relatable things that
22:55people ask themselves. Ah I was actually
22:57curious about that.
22:59>> Yeah. Yeah. I mean, shorts are are meant
23:04to be short. It's like I feel like a
23:07good example is um I I saw a long form
23:09video where someone it was like an hour
23:11long where someone like went through the
23:14different fruits and the nutrition value
23:16that you get from them and which and
23:17then ranking like basically they did a
23:19tier list of fruits and then they like
23:21explained in thorough each fruit for an
23:24hour.
23:26A short would be um
23:30literally just doing each individual
23:31fruit. Um like the video would be
23:35showing a tier list with with one fruit
23:37of or one fruit of each kind on S
23:39through F and then saying so they
23:42already see which fruits are there. What
23:44tier would we put an app? Oh my
23:46goodness, this is a viral video. Okay.
23:47What? And then showing the the tier list
23:49and hooking with what tier would an
23:51apple go on? Well, it has a lot of
23:53fiber, but it also has a lot of sugar.
23:55And then when you look at the amount of
23:57fat in relative to this and that and
23:59blah blah blah, and then you build it
24:01up. So, so basically, you want to tell
24:03the story where it's like, it has this,
24:04but it's that. It has this, but it has
24:06that. And ultimately, for that reason, I
24:09give Apple a tier. And that's the end of
24:12the video.
24:13>> So, that's that's also like a a
24:15question. I mean, yeah, it's it is kind
24:17of like a it's a challenge. It's like a
24:19game.
24:20>> It's fun. That that's Oh my goodness. I
24:22hope someone does that. I hope someone
24:23does that. That's so good.
24:25>> That would be so fun. Someone after
24:27watching this video is going to do that.
24:29>> Yeah. No, that that's good.
24:33>> That's so cool.
24:35Are there any other ways how I can come
24:37up with those viral video ideas?
24:42Honestly,
24:45I primarily focus on natural experiences
24:49and outliers and I just try to get as
24:52many as I as I can through that. Um,
24:57just writing down everything to be
24:59honest. I mean, of course, the obvious
25:01the obvious thing I haven't mentioned
25:02yet is is AI, but I think the way that I
25:06think about ideiation is there's no
25:08specific tool that's going to give you
25:09the idea. Even AI, AI is not going to
25:12give you the idea. There's a bunch of
25:14these different things that can give you
25:15a tons of ideas. So, you could um you
25:18can share with AI, have it brainstorm a
25:20whole list. But what I what I recommend
25:23is just gathering at least 100 ideas and
25:25picking out one of those 100, the one
25:28idea that people actually care about
25:30that will be able to follow that
25:33framework.
25:34>> Jenny, can you walk us through your
25:36process of using AI for ideiation?
25:40Yeah. So, for one, I use a custom GPT
25:43that I created by essentially uh putting
25:46in like a 50-page SOP, which is a
25:49standard operating procedure, which in
25:51other words, uh for those for those
25:53watching um or listening. So, whenever I
25:58hire someone onto the team, I give them
26:00a 50-page PDF.
26:03It it sounds very long actually for them
26:06where they read through my entire
26:08process. I basically just like in detail
26:11wrote down everything I do from
26:13ideiation, scripting, um filming,
26:15editing. Literally, no matter what
26:17you're doing, you could be an editor and
26:18you're going to learn about my ideation
26:20process because you're also going to be
26:22in the story and you're going to want to
26:23know you're going to want to know the
26:24context and even the ideator. I'm I hope
26:27they understand what the editors are
26:28going going through so that they know
26:30that we don't want to be producing some
26:32sort of crazy thing. We we don't want to
26:34do it in post. We want have to do it
26:36when filming. Anyway, so I have a
26:3850-page thing that explains everything I
26:40do and also more about my avatar, my
26:44mission, vision, uh my goal, and so
26:48that's in my my custom GPT. So, um my
26:53students have the have that as have
26:55access to that as well, which is pretty
26:57cool. But from there um oh because the
27:01GPT doesn't actually have my mission
27:03vision um because I use the same one
27:05that uh all my students use. So I have
27:08the SOP I have the custom GPT then I
27:10give it my avatar my mission I have a I
27:13upload two PDFs. So I have another PDF
27:15two pages actually very short just
27:17explaining my channel and different and
27:19similar channels. Um and then from there
27:23I just ask it to give me viral ideas.
27:26Um, and it'll give me viral ideas, but
27:28ideally you're giving it some sort of of
27:30like topic or some sort of format to
27:33start with. So, for example, I like to
27:35say, give me ideas um that start with
27:38the hook, is it possible to blank or
27:41what happens if blank? Because those are
27:43the type of videos that I I like to do.
27:46>> What happens if is it possible if to
27:49>> Yeah, always questions. I always give it
27:51like um those questions so it knows to
27:54give me an idea that isn't a statement
27:56because sometimes AI will just tell you
27:59like picking an apple out of a tree and
28:01it's like okay what what does that have
28:04to do versus it's like is it possible to
28:07grow an apple tree without a seed like
28:11oh wait what now now it's like
28:13interesting
28:14>> okay so it has to has the this surprise
28:17component in there
28:20Yeah, that curiosity gap that is
28:22everything. If an idea doesn't have a
28:23curiosity gap, then there's no reason
28:25that the viewers are going to watch.
28:27>> There's there's no reason to watch.
28:33>> If you had to give your viewers, your
28:36listeners,
28:38one or two tips to become a much more
28:41captivating storyteller, what would it
28:43be?
28:46on on on specifically video content.
28:50>> Yeah.
28:51>> The way you speak is everything. I've
28:54seen people like you can take the same
28:57script and someone's if someone says it
28:59without any enthusiasm or suspense, then
29:03the viewer isn't going to be engaged.
29:05Don't sound robotic. I think that is
29:07like the biggest thing. The the way you
29:09say something really makes a difference.
29:11You could be saying nothing. you could
29:12be saying nothing, but if you're talking
29:15like something's about to happen, people
29:18are instantly gonna be hooked.
29:20>> Uh, so so I would say that's that's a
29:24huge tip that is underlooked. Um, but
29:30another thing I would say is also
29:32similar to that
29:34is not having the same pacing
29:37throughout. So typically for my videos,
29:39I always have like the first 15 seconds
29:42is like lots of things are happening,
29:44things are moving quickly and then
29:46things kind of slow down to a medium
29:48pace from that 15 to 30 second range.
29:51Then from 30 seconds forward, everything
29:54is like super like slow, but not like
29:58slow in a way where it's like we're not
30:00progressing. Slow like wait, something
30:02like the suspense is about to happen.
30:04So, the way I think about it is like um
30:06actually I have this video where I
30:08tested if you can break an unbreakable
30:10glass and like the beginning of the
30:12video was like method one, method two,
30:13method three, method four, and then um
30:16method five and then it slows down. It's
30:19like, okay, I'm kind of nervous. I think
30:22this is going to work, guys. And then
30:24and then I I throw it off a building and
30:26then we let that play out actually in
30:28slow motion. It's falling off the
30:30building in slow motion. And then before
30:32it falls, we cut back to me. Okay, I'm
30:34gonna go check out the cup to see it
30:36right now. And then we reveal like
30:38because that's when people are most
30:40engaged. People are invested because of
30:43the suspense.
30:46>> That is so powerful. Yeah. Slowing down
30:49before the big reveal. So boom, boom,
30:52boom, boom. And then
30:54>> Yeah.
30:55>> Beautiful. I love this.
30:58>> That is That is so cool. I love this.
31:00Now, I've seen that you've been also
31:03fairly active when it comes to long form
31:05storytelling, but I think you stopped
31:07posting there, right?
31:09>> Temporarily. I mean, I'm working on a
31:11couple of them.
31:11>> Okay. So, what would you say is the
31:14biggest difference long form
31:16storytelling versus short form
31:17storytelling?
31:19>> Oh, for sure. It's definitely that
31:20they're just bigger stories that have
31:22more story beats. Um and that is usually
31:25because there is more days or there are
31:30more elements to it. So um going back to
31:36like the fruit example, it's like one
31:37fruit versus all the fruits. That's how
31:39I think about long form. I think about
31:41long form in the way that if you were to
31:43clip out a bunch of sections, it can
31:46work as a short. I mean, look at like
31:48Mr. Even like, and it's not even just
31:50the way I execute it. Mr. Beast does
31:52this himself. And one of his most
31:53popular formats is um $1 versus $1
31:57million vacation or $1 versus $1 million
32:00date, $1 versus $1 million job. He has
32:02like a bunch of formats where he does
32:04that. Uh hotel, planes, etc.
32:07That is a long form where he's testing
32:09out all those different things. He could
32:10easily make a short and he has where he
32:13just reviews a $1 hotel, a $10 hotel,
32:16and that in itself is an entire short.
32:18So, I think about a long form and
32:20especially if you're a short form
32:21creator moving into long form, think
32:22about long form as a bunch of sort
32:25shorts back toback that fall under the
32:26same theme. Even if you look at like I
32:28love Dan Martell's videos, his are
32:30usually like 10 tips of something. If
32:32you were to clip them out, they're all
32:34shorts. Think of a bunch of shorts ideas
32:36that fall under one umbrella, one theme,
32:39and then make that into a long form.
32:42>> I love this.
32:43>> And it like answers one big story.
32:46>> Uhhuh. Yeah. And so almost every minute
32:49should be a standalone video by itself
32:51that it has its own viral characters as
32:54well.
32:55>> Exactly. Yep.
32:56>> Got it. Okay. This is so cool.
33:01>> Do you see any other big differences
33:05long form versus short form or do you
33:07feel that those are the things that you
33:09change the most in order to be
33:11successful on long form?
33:14I would say that is the main thing.
33:17However, of course, long form has a
33:21title and thumbnail versus short form.
33:23Well, they do, but they don't. So, on
33:25long form, someone needs to click on
33:28your video to watch it. On short form,
33:30someone has already ran into your video
33:32and you just have to keep them hooked.
33:35So, the way that you hook on long form
33:38versus short form is very different. The
33:39way I think about a short form hook is
33:41the way you should think about a long
33:42form title and thumbnail. So when I
33:45think about hooking with the t with
33:46hooking in long form. So if if the title
33:49thumbnail is a hook, then what is the
33:51actual hook? So basically the title
33:54thumbnail should be very similar to a
33:55short where it's it's visual. There's a
33:58curiosity gap. There's a reason to care.
34:00You have the reason to care within
34:02there. Um so when someone clicks on it,
34:05you want to now prove the title and
34:08thumbnail. That's that's the difference.
34:10You don't want to restate what you just
34:12said, rather you want to prove that in
34:14this video we're going to be doing what
34:17we just talked about and then also give
34:21more. So, not only did they click, but
34:24now they're getting more on top of it.
34:26So, the way I think about it is
34:28typically there should be like a
34:29multiple reasons to care in your video.
34:31Even with shorts, but mainly in long
34:32form, they shouldn't only just be
34:34watching for that a plot. the A plot
34:37being what they what they clicked on.
34:39They should also be watching for that
34:41that B reason. I think Ryan Dan's one of
34:44the best creators at this. Right now,
34:47he's doing his 50 states in 50 days
34:48series.
34:50>> The Aplot is he's visiting 50 Airbnbs in
34:5350 days. But the Bplot is he's doing it
34:56to raise money for charity. And that's
34:59why people are going to keep tun tuning
35:01in. Yeah, it's cool. I want to see this
35:03really cool Airbnb in this random state.
35:05That's why I'm in. But now I'm invested
35:08in him this entire series because I want
35:11to see if he's able to raise a million
35:13dollars.
35:14>> Mhm. So it's the question below the main
35:17quest.
35:18>> Yeah.
35:19>> Okay. Fascinating.
35:21>> It gets really complex because um in
35:23short form there
35:26the best short form videos have a Bplot
35:29but it is very hard to incorporate a
35:31Bplot or to incorporate a complex Bplot.
35:34So when I do it, it's usually very
35:36simplistic, but with long form, I would
35:38say a Bplot is is uh is is pretty
35:42essential if you're going to keep people
35:43invested for a long time.
35:45>> Mhm.
35:48I remember the thing that held me back
35:50the most and going into long form
35:52storytelling was that the whole filming
35:54process just seemed so so so much work
35:58like to have constantly camera from
36:00every single angle on you. Yeah.
36:01>> What would be what would be your tip to
36:04get a little bit over this overwhelm
36:06where it just feels like it's so much
36:08work? Like how do you do with that?
36:12>> 100%. It it is a lot of work. And
36:15something I I always tell people is to
36:18have that that one place where you
36:20always film and have the thing set up
36:22there and it's like you know exactly how
36:24it is. It's the first time it's going to
36:26be difficult, but it's going to be
36:28familiar each time and I think that
36:29makes it very easy. Um, so I film a lot
36:32of videos in my kitchen and now it's
36:33like muscle memory where where the
36:35tripod goes, where the light goes and
36:37and how everything is and it's like
36:39setting it up is is quick and easy. And
36:42something I want to say because I
36:44already know what people are thinking um
36:46or some people because I've told this to
36:48people and I usually like the number one
36:51piece of feedback I get whenever I say
36:53that is oh but people are going to be
36:55bored of seeing this the same thing like
36:58don't they want to see different places
36:59like my channel is going to 50 different
37:01Airbnbs. Um, and the answer I tell them
37:05is no. People like familiarity.
37:08>> Look at the best shows. Look at friends.
37:11Every single episode was them in the
37:12coffee shop and the camera's is in the
37:14same angle every time. Or not even just
37:16them. You look at every single TV show
37:18or any like family show. The the camera
37:20is really everything is in the same
37:22place every single time. Do you notice
37:23that as well?
37:25>> And it's it's familiarity
37:27[Music]
37:29>> that is so relieving to everyone, right?
37:31that needs things fancy gear. I need to
37:34go outside. I need to do this. Just
37:35Yeah. Stay in the same setup once you
37:37have found the setup that you like.
37:39>> Yeah.
37:40>> Okay.
37:40>> That's why a lot of people have studios
37:42and I think or a lot of creators as they
37:44get bigger, they end up getting studios
37:45because it's very convenient. Like for
37:47me, I can't leave a tripod in the
37:49kitchen. But once you get a studio, um
37:51because I've seen creators like have a
37:53studio with the kitchen and you can just
37:54leave everything there and all you have
37:55to do is turn it on.
37:58>> Yeah. Yeah. That seems to be making
38:00things much easier.
38:02Jenny, if you were to give a tip to
38:05someone that is just starting out right
38:06now, short form storytelling, and he's
38:09like, I want to be like Jenny, what
38:10would be the tip that you would give to
38:12that person?
38:15>> The number one tip to
38:19go viral on shorts, I guess. Mhm.
38:24>> The number one tip
38:28because I feel like I've mentioned all
38:29of them. I want to go back to
38:34the the high demand, low supply, because
38:37that that is everything. Your video
38:39could suck, but if no one has made that
38:40video idea and people are trying to to
38:44learn what it is that you're you're
38:45talking about, then you're going to get
38:47views. And it's very hard to find that.
38:50But once you do,
38:53you're going to get a bunch of viewers
38:55on that video, and you just want to
38:56create similar videos for that audience.
38:58And um over time, you build a baseline
39:02level of viewership.
39:04I love this. This reminds me a little
39:07bit of business. In business, often
39:08times people go through an entire
39:11industry and look for what are the
39:13companies out there and where is maybe a
39:14niche that is not being served too well.
39:16And the same analytical mindset you can
39:18apply then to YouTube and you just
39:20analyze niche by niche and think hey
39:23what is the competition out there how
39:24much views are coming in and what could
39:26be the unique edge there.
39:28>> Yep. Exactly. Um so think about
39:31something that you love or a tip that
39:34I've heard creators say. This is how I I
39:37figured out my niche when I first
39:38started was um cuz I when I was first
39:41getting started, I heard that this was
39:42like a good idea and I heard creators I
39:45heard one creator ask their I heard a
39:47creator ask their friend like, "I don't
39:48know what niche should do. Like what
39:49should I do?" And I heard the creator
39:50tell that other one. They said, "Well,
39:54if you weren't creating content, what
39:55would you do?" Like what what would you
39:57want to do for work?
39:58>> Like what would you want your your job
40:00to be? Or like dream job that is not
40:03like what are you currently doing? Um,
40:06and then you want to create a content
40:09around that that niche. I mean, like
40:11Michael Reeves uh is a great channel. He
40:15does like engine engineering content
40:16creation or he does like he engineers
40:19like these really cool things. He
40:20doesn't even have like an engineering
40:22degree or like learn computer like he
40:24learned computer science completely by
40:25him by himself, but the things he's
40:27building are insane. Um, and that's why
40:29when I started my channel, I actually
40:30started with finance because I of course
40:34wanted to do content creation, but um,
40:37if it didn't work, I was always just
40:39going to be like an investment banker.
40:40That's what I was going to get into. So,
40:42it's like, oh, naturally, you might as
40:43well just make content around around
40:46that then. Um, but even so, like
40:48recently, I do a lot of cooking content
40:50because now like I think to myself like
40:54if because the answer is different now.
40:57Now, if if I wasn't a creator, what
40:59would I want to do? Like, I would want
41:00to have my own restaurant. Like, that
41:01would be fun to be cooking. And it's
41:03like, oh, just create content around
41:05that cuz that's what you have the most
41:06fun with. And the reason why I say that
41:08is to find a niche and something that
41:10you love is because when you love
41:12something, you're going to keep doing it
41:14even if it's not working.
41:17>> If you love something so much, you're
41:18going to keep doing it even Sorry. If
41:20you love something so much, then you're
41:22going to keep doing it no matter what.
41:24even if it's not working is what I'm
41:26trying to say. Um
41:29yeah. Yeah. I mean that's why I tried so
41:31many side hustles um back then when I
41:34wanted to like I wanted I wanted to be
41:36this entrepreneur and start a bunch of
41:37businesses. Um and I would always do all
41:40these different things. I would try
41:41dropshipping. I tried like uh coding. I
41:44tried creating websites. I tried doing
41:46all these different things. But none of
41:49it worked because I would always quit
41:51one to two weeks in. But YouTube worked
41:54because I did it for over a year without
41:57it even working.
42:00>> Wow. Yeah, that's persistence.
42:03How do you feel about not being an
42:04investment banker?
42:05>> Oh, I'm so glad. I'm so glad. I don't
42:09even know why I studied like Well, I
42:10guess finance is a good uh thing to
42:12study, but it's funny because I'm not
42:13even passionate about it anymore. Now
42:15it's like I just love content creation.
42:18>> Yeah.
42:19>> Yeah.
42:21That would be so funny to imagine you
42:23right now in some office.
42:25>> Yeah. But I guess it I guess it worked
42:27out though because it's it's very
42:29important with this this type of career
42:31to know how to manage your money and uh
42:34be responsible with your investments.
42:37>> True. And last question, what's next for
42:41you? What let's say where do you want to
42:43what is your big goal in the future?
42:48>> I have a lot of goals. So,
42:53I want to have my company be worth $100
42:57million,
42:59but I also want to do that in a way that
43:02I am enjoying and I'm enjoying the
43:05process, having fun, and I'm also
43:09happy with the way I did it because I
43:11can easily sell out and do a bunch of
43:13sponsorships that I don't want to do.
43:15Like I mean I could do a uh you know
43:17those gambling websites like oh those
43:19people get paid so much whenever they
43:21promote that. I I could do that if I
43:22wanted to. I'm not going to do that. So
43:24I I want to get my company worth um $100
43:28million and I want to do it through a
43:30way where I am actually helping people
43:32because at the end of the day you get
43:34paid like any person the reason that
43:36every single person gets paid is because
43:38they are providing some sort of value.
43:40If you're not providing value, then you
43:42are not going to make money unless
43:43you're just robbing. Like you like it
43:46doesn't matter who you are, you get paid
43:48because you're providing some sort of
43:49value or service. So, um yeah, and the
43:53biggest thing that I'm genuinely
43:54passionate about and I'm trying to work
43:56into my content is just healthier living
43:59in every facet. So healthier like eating
44:04healthier or getting active is directly
44:06but also healthier living in the sense
44:08of being nice to your community,
44:10spending time with your friends and
44:12family. Uh being conscious about your
44:15money and and making sure that you are
44:17um saving it and not wasting it. So that
44:20is something I want to I want to do. I
44:22want to encourage kids to have a a good
44:25healthy lifestyle.
44:27>> Beautiful. Jenny, just one follow-up
44:30question. this. Why 100 million?
44:34>> Yeah. Um, that's a good question. I
44:37guess it's not because I need $100
44:39million. Um, I don't even like I don't
44:43even buy anything. Like I don't even
44:45have the desire to have anything like
44:47that. I just want to know that like I
44:50can do it. Like it's it's uh it's a huge
44:53accomplishment. Um, but I know money
44:57isn't isn't isn't everything. I just
44:59want to know that I'm able to like my
45:02business skills are able to do something
45:05uh able to get there.
45:07>> Beautiful. Jenny, thank you so much. It
45:10has been absolute privilege having you
45:11here and yeah, super excited to see the
45:15progress over the next few months,
45:17years. And anyone who hasn't checked out
45:20Jenny's content yet, it's absolutely
45:21crazy. She's really the master when it
45:24comes to storytelling. Um, Jenny, is
45:26there anything else that you would like
45:28to share that how people can find you,
45:30what they should check out?
45:32>> Yeah. So, if you want to check out my
45:35content, I'm on YouTube, jenny hoyos.
45:37And if you have any questions or want to
45:38work together, just email
45:40teamjennyhoyos.com.
45:42I'll be responding directly. Typically,
45:44what I encourage people is to let me
45:46know about where you're currently at in
45:48your journey and where you're trying to
45:50get because I offer a bunch of different
45:52services or sometimes if you just have a
45:54small question, I'll just go ahead and
45:55answer it. Um, so let me know like what
45:59you what you guys need or are struggling
46:01with and I'm happy to help.
46:03>> Wonderful. Thank you so much.
46:05>> Yeah, thank you for having me.