Full transcript
0:00I'm sure you've realized ever since the
0:01pandemic that absolutely everyone you've
0:03ever met has now got a podcast and this
0:06it's not even plugged into anything but
0:08there is a big problem on the horizon
0:10that we're already starting to
0:11experience follow me now you probably
0:14like what were you filming then is it
0:16too much to ask to keep the camera on me
0:17now problem number one is if you're like
0:19me I like listening to The Joe Rogan
0:20podcast so when he went over to Spotify
0:23we celebrated it and we were happy to
0:24pay that Spotify membership but then for
0:26some reason although we're paying
0:27Spotify the money he's still putting ads
0:29in the podcast so I'm there in bed
0:31listening to an episode about to fall
0:33asleep and then bam this episode is
0:35brought to you by athletic greens like
0:37whoa so you're like hold on I'm paying
0:39you Spotify so I don't get ads and I'm
0:41getting ads either way and they don't
0:42even play them at the beginning like Lex
0:43fredman so you can skip through them and
0:45pretend you listen to them they put them
0:47bam come on over here over here come on
0:49for many of you you've probably heard of
0:50a podcast called diary the CEO with
0:52stepen Bartlett and congratulations they
0:54just hit 5 million subscribers on
0:56YouTube which is amazing but there's a
0:57lot of controversy between the guests at
0:59the moment and all the guests seem to
1:00contradict each other and say different
1:02things but they're all renowned experts
1:04but being an expert isn't merely enough
1:06because if you think about it if two
1:07companies are suing each other both
1:09companies will have experts and those
1:10both experts in the same field would
1:12disagree with each other just making
1:13someone an expert doesn't mean they're
1:14right or you wouldn't have people on
1:16different sides there are several
1:17components to operating a podcast in
1:192024 that people aren't thinking about
1:21podcasts are businesses they are not
1:23vessels of means of getting you free
1:25information although it may feel that
1:27way places like YouTube will pay you
1:28AdSense but when you start looking at
1:30these podcasts as businesses this is
1:32only a fraction maybe 10 to 20% of what
1:34that business is earning is being paid
1:35for by Google one of the main places you
1:38will earn money in a podcast is sponsors
1:40and the sponsor will pay depending on
1:42the amount of downloads or the amount of
1:43views because you are putting eyes and
1:45ears in front of their brand podcasts
1:47also use discount codes but they're not
1:48discount codes they're commission codes
1:50when you look at huberman promoting
1:52athletic greens if you use this code for
1:54the discount it actually allows athletic
1:55greens to understand where they're giv
1:57their commission to and if we use
1:59athletic greens as an example you're not
2:01only looking at $50 commission per sale
2:04but every sale they're on in so no doubt
2:07a sponsor will not just pay the person
2:09to be mentioned they will then pay the
2:11person every time there's Commission on
2:13their product and sales on their in so
2:15when the likes of huberman are saying
2:17athletic greens is really good and it
2:18makes them feel so much better they're
2:19not just looking at commission they're
2:20looking at recurring Commission Now what
2:22makes things interesting so if we look
2:24at a company like hu Steven bartler is a
2:26non-executive director of hu which I
2:29assume means he has shares in the
2:30business so although I'm sure that hu
2:33pay Dar VI CEO money every time Steven
2:35bartler mentions hu he's also inflating
2:38the portfolio of a business that he's
2:39got shares in and before I say that's
2:42terrible I do that every time I tell
2:43about new tonic the world's first
2:45productivity drinks oh my shares in the
2:46business just went up so so far nothing
2:49really is wrong with this picture the
2:51problem starts becoming apparent when
2:53you start looking at guests in the
2:55beginning you want fantastic guests who
2:56can arrive and change people's lives and
2:58give people so much information and get
3:00massive amounts of views and grow your
3:02channel to 5 million subscribers but you
3:04will exhaust the amount of great guests
3:06very soon and you can get those guests
3:08back on or what we're starting to see is
3:10you bring on guests not who are known
3:13for being factually correct or objective
3:15but that you know will cause controversy
3:17cause a rift between the followers cause
3:19massive amounts of Engagement cause
3:20people to be so outraged that they go
3:22and watch the podcast just to see what's
3:24factually and correct in it and of
3:26course get huge amounts of views you'll
3:28even notice that the thumbnail for the
3:30episode is changed every hour on the
3:32hour 12 hours after the podcast is
3:34released to see which thumbnail causes
3:36people to click on the most there is a
3:38science to this and they're choosing
3:39titles that are provocative intriguing
3:41but we're now at the point where people
3:43are just looking to piss people off and
3:44if that means you're using
3:45misinformation if it brings you views
3:48and it brings you listens and it brings
3:49you attention that's not only going to
3:51bring you more money from sponsors it's
3:53also going to give you more prospects to
3:54sell the business in which you're
3:56promoting and all you need to do is
3:57check the comment section of these
3:59guests when they're announced there was
4:01even a post by the vegan doctor that I
4:04was meant to show you guys here but I
4:05think it's been deleted because the
4:06comments were so bad on it but although
4:08you can cause a lot of controversy from
4:10the amount of people that are coming to
4:11your page if it boosts your Revenue you
4:14will continue to do that habit or
4:16Endeavor it's a positive feedback loop
4:18so the biggest issue you see in models
4:21like dire of a CEO is that it's very
4:23apparent this is becoming more of a
4:24business operation than it is trying to
4:26get good quality information to the
4:28Forefront of the list let's have a look
4:30at some of the comments I love cheese
4:32I'm honestly starting to get tired of
4:34all these Health Food experts if I
4:35followed every advice of the guests on
4:36the show I'd have to change my diet
4:38every week how do you elaborate all of
4:40these contradictory statements from all
4:41of your different guests I watch all the
4:43episodes and I find it really hard and
4:44so many of the things that people are
4:46saying on podcasts are just not true and
4:48a great example of this would be the
4:50misinformation that Ben Carpenter put
4:51out this week I tell you what Ben I'm
4:53even going to show people you're real
4:54because I think it's really important
4:56100 normal individuals 25 in four
4:59different groups one group uh one liter
5:02of sugared soda per day for 6 months one
5:05group one liter of diet soda per day for
5:076 months one group one liter of milk per
5:09day for 6 months final group one liter
5:12of water per day for 6 months the one
5:14liter of soda per day in 6 months gain
5:1710 kilos the sugary soda the sugary soda
5:2010 kilos the one liter of water per day
5:23lost 2 kilos one liter of milk per
5:26day no change presumably that was full
5:29fat milk we talk about full fat milk
5:31yeah they like their their full fat milk
5:33no change and finally the key the kicker
5:37to the whole thing diet soda the one ler
5:40of diet soda what what would you predict
5:42their weight would do more weight loss
5:45than in the water group based on my
5:46understanding of the literature they
5:47gained two kilos podcasts talking about
5:50science love it podcasts including
5:53references in their show notes
5:55especially love it podcasts that totally
5:58misrepresent what what the study
6:00actually said don't love it quite so
6:02much here is what that study actually
6:05showed firstly it was 60 people not 100
6:08secondly it wasn't full fat milk thirdly
6:11most importantly those incredible
6:14sounding numbers they are absolute
6:17he claimed soda resulted in 10
6:20kilos of weight gain 2 kilos from diet
6:23soda no change from milk 2 kilos weight
6:26loss from water guess what the study
6:28actually show no significant body weight
6:31change in any group there was a tiny
6:34trend for weight and fat gain in the
6:36soda group but it was not 10 kg it was a
6:39measly 1.25 kg drinking the sugary soda
6:43did increase ectopic fat levels and
6:45other studies show they can promote
6:47weight and fat gain even if that wasn't
6:49seen in this study anyone who even
6:51bothers to skim read the abstract will
6:54know that what he is saying isn't even
6:56close to factually correct my point is
6:59please please be careful which podcasts
7:01you trust even if you happen to like the
7:03people behind the microphone and the
7:05biggest issue is going to be this supply
7:08and demand are not in a position to
7:10serve each other because think of it
7:12you've got Joe Rogan you've got Lex
7:13fredman you got Chris Williamson you've
7:15got Steven bartett you've got all these
7:17wellestablished businesses that are all
7:19fighting over a supply of good speakers
7:22and once they've been interviewed on one
7:24podcast their stocks are diluted because
7:26people go well I listen to Matthew
7:28Walker and Joe Rogan so I'm not listen
7:29to him on Chris Williamson so you have
7:30all these people fighting for this
7:32really small amount of supply of
7:34actually good people to have on and when
7:35you can't access those people you need
7:37to start going to the bottom of the
7:39bucket and finding people that are
7:40divisive controversial or that are just
7:42going to say things against the status
7:44quo like we just saw in Ben Carpenters
7:45real people are going to cherry-pick
7:47studies or worse yet make up their own
7:50outcome of the studies because people at
7:52the moment are making a snapshot from
7:54these real that are put out and taking
7:56that as evidence even this guy in my
7:58dmss you might have to throw in the
7:59towel soon I was like mate you've
8:01watched one real I said it's already
8:03been debunked your nons which in English
8:05means pedophile just keeping on your
8:07toes then sends me Jason fun
8:10one of the most notorious charlatans of
8:13misinformation the last thing I'm going
8:15to leave you with a s called the
8:16confirmation bias and the confirmation
8:17bias is where you go out and seek
8:19information that already fits your
8:20narrative and you ignore everything else
8:22that doesn't the current state of the
8:24world is that people will see something
8:25that someone says in 90 seconds they
8:27won't reference studies they won't
8:29refence any literature they'll just say
8:30it with enough conviction that people
8:32think it's true they will then take that
8:34information and try and convert people
8:35around them this is causing Mass
8:37confusion and the big issue with all of
8:39this is when so much information is
8:40contradicting people won't listen to any
8:42of it it's a real shame because podcasts
8:44for so many years were such an amazing
8:45way for you to bolster your knowledge
8:47but now you're just being drip fed
8:48so that other companies can
8:50profit off of getting more downloads
8:51views and listens it's a sad reality of
8:53the world and I don't see it getting
8:54better anytime soon thanks for watching