Marketero · Entrevistas
Ep 228: Building a High-Quality Content Empire with tech influencer Justin Tse
28 ideas de marketing sacadas de «Ep 228: Building a High-Quality Content Empire with tech influencer Justin Tse», de DTC Podcast. Sobre todo de…
- 28 ideas despiezadas
- Fuente DTC Podcast
- Dura 50 min
- Publicada en 2022
Ver la entrevista entera en YouTube
De qué habla
Las 28 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 28 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Oferta y precioLas tarifas por video pueden escalar de $500 a $60,000+ a medida que crece el canal. Un creador con 100K suscriptores cobraba $500 por video con 5-10% de aceptacion. Con 200-300K generaba $200K/ano en sponsorships con deals de $5K-$10K. Con 770K y demanda sostenida, los videos dedicados llegan a $20K-$70K y algunos exceden los $200K. El crecimiento de ingresos supera al crecimiento lineal de suscriptores.
items and now it's like 10 50 100 000 items and discounts for like the home projects um as well as paid opportunities in the six figures as well so i think all those like basic skills in the industry and the approach of how we looked at it as like a business opportunity has um kind of carried over throughout the years and it's still very prominent today in the way that the business is run but to answer the question uh yeah the youtube channel essentially every video does have a sponsor in it uh in one way or another whether it's a one minute ad a four minute ad or a fully dedicated video um…
Escúchalo en el minuto 5:11
Dar control creativo y presupuesto decente hace que la marca se destaque frente a creadores con alta demanda
Canales de adquisiciónDar control creativo y presupuesto decente hace que la marca se destaque frente a creadores con alta demanda. Las marcas que destacan con creadores de alta demanda son las que dan control creativo total y pagan lo que corresponde. Esto las hace saltar la cola frente a deals con estructuras rigidas. Un creator con 50-60 campanas pendientes priorizara brands que no generen friccion.
from the day they start youtube it's essentially like playing a sport and wanting to win a championship some people are going to have great careers and they're never going to win a championship whereas others will hit it relatively early and then spend the rest of their careers trying to win it again and so um i think every journey is a little bit unique and i definitely want to hit a million subscribers but i'm also very happy with the way the channel is right now um the opportunities we're getting and i guess what's like on the radar and pipeline of content moving forward very cool so uh if…
Escúchalo en el minuto 15:49
Las campanas que requieren desplazamiento pagan mas que el contenido generado en casa
Oferta y precioLas campanas que requieren desplazamiento pagan mas que el contenido generado en casa. Las marcas que pagan por llevar al creator a un evento internacional (F1, lanzamientos de autos electricos, Wimbledon) ofrecen tarifas mas altas que el contenido grabado en el estudio. El esfuerzo de produccion, la exclusividad del contenido, y el valor del access justifican un premium.
like uh when it comes to buying a car it's like how can i make my money back off this thing when i buy a house how can i make money off if it doesn't and especially when it comes to traveling it's like i almost have a bit of a weird relationship with travel now because whenever we go on a trip um like we've like in 2019 for example i went on 150 flights didn't pay for a single one of them and um and so when i finally go on a vacation to like go see formula one i'm checking the bill and i'm like this is just like it wasn't worth it like i was like i was just i don't know like we're like is…
Escúchalo en el minuto 27:24
Incluir derechos de licenciamiento de un ano en contratos de brand deals
Canales de adquisiciónIncluir derechos de licenciamiento de un ano en contratos de brand deals. Las marcas negocian contratos con derechos de uso del contenido por un ano para remarketing en YouTube, Facebook e Instagram. Esto multiplica el valor de cada pieza creada: la misma produccion sirve para la audiencia nativa del creador y para audiencias pagadas de la marca.
lot of times can get very technical but more so focusing on like a consumer approach to how we review products and how we integrate it into our everyday lifestyle and you know specifically just with the the pandemic that you know everyone focusing on their home office your evolution of like expanding from the tech to the the spaces that house these tech um was obviously a killer move ice looking at your at your videos i see it's still those those techie phone reviews that drive like those appear to be like the biggest ones right like those are where the biggest audience lurks is when a new…
Escúchalo en el minuto 4:06
Los creadores de calidad alta tienen mas demanda de marcas que capacidad para atender
Canales de adquisiciónLos creadores de calidad alta tienen mas demanda de marcas que capacidad para atender. Los canales establecidos con alta audiencia reciben tantas solicitudes de brand deals que estan constantemente al limite de capacidad. La demanda supera la oferta. Por eso los creadores pueden subir sus tarifas y mantener una cola de espera de 50-60 campanas para los siguientes 6 meses.
so um yeah i don't really like i guess i still review smartphones and we try to use it in a lifestyle manner but i've personally found more of an interest in like home technology and like real estate and how that can integrate but also still covering the latest in phones because it's just something that people are always going to i guess rely on for the foreseeable future very cool so what's your so every video on the channel at this point uh does have a sponsor in it uh we're pretty much at the at the capacity now where there's way too much demand and the supply although i like to say it is…
Escúchalo en el minuto 5:08
Canales de adquisiciónEl gasto en campanas con creadores crece exponencialmente y superan en acceso a medios tradicionales. La industria creator ha explotado en volumen de inversion publicitaria. Los creadores hoy tienen mejor acceso a eventos, lanzamientos y productos que los medios tradicionales. Sectores como tecnologia, Apple, Formula 1 y autos electricos ya consideran a los creadores como canal primario.
easy just select your audience campaign objectives pick from a short list of creators and hit run it's just that easy there's a reason why hashtag paid is the number one rated influencer marketing platform for d2c brands as a d2c listener you can even get credits for for youtube yeah for sure so um when i was like 12 or 13 i was looking to buy my first real tech product which at the time was the ipod touch like a very revolutionary product in the industry and after going on youtube and watching a ton of videos about like the accessories how it works the apps to get eventually when i spent…
Escúchalo en el minuto 2:11
Un creator traduce el mensaje tecnico-corporativo al lenguaje del consumidor de forma mas efectiva que un empleado
Mensaje y copywritingUn creator traduce el mensaje tecnico-corporativo al lenguaje del consumidor de forma mas efectiva que un empleado. El valor diferencial de un creator no es solo su audiencia sino su capacidad de hablar en formato consumidor sobre productos tecnicos. Un empleado de la marca los presenta de forma corporativa; el creator los hace accesibles, relevantes y con la credibilidad de un usuario genuino.
audience lurks is when a new android or a new iphone drops yeah for sure it's um there's a lot of smartphones coming out nowadays and smartphones are an industry where it has become very saturated both in terms of how many releases there are in a given year coming from overseas but also in the amount of people reviewing the exact same thing and so we figured like my
Escúchalo en el minuto 4:37
Marca y posicionamientoEvolucionar el posicionamiento del canal hacia nichos adyacentes alineados con el momento cultural. Un canal tech que se mantenia solo en smartphones y laptops encontro su siguiente ola en home office y desk setups durante COVID. La clave es mantenerse tech-focused pero migrar a los nichos que el mercado esta viviendo en ese momento. La saturacion en el nucleo lleva a buscar relevancia en la periferia del interes…
talked about my experience with it checked out a bunch of accessories and eventually kind of built our way up in the consumer tech industry into smartphones laptops and after i purchased my first condo i showed some of the home tech side of things desk setups and as we've kind of evolved over the years i think what's interesting is that not only has the influencer industry changed but the tech industry has also changed significantly in terms of people's interests the saturation in markets and also rising markets and we've really tried to position the channel over the last 10 years to continue…
Escúchalo en el minuto 3:19
Comprar activos que generen contenido y flujos de ingreso adicionales
Estrategia y decisiones de negocioComprar activos que generen contenido y flujos de ingreso adicionales. La estrategia de diversificacion mas efectiva para un creator: comprar propiedades, renovarlas documentando todo (contenido), y rentarlas en Airbnb. Cada propiedad es un set de filmacion, un producto recurrente de video, y un flujo de ingreso pasivo. Lo mismo aplica a una flota de autos electricos: genera contenido, se rentan, y da acceso…
wrote on the relaunch of the lamborghini countach which is a big uh fantasy car of mine as an electronic car so i guess maybe your next goal could be like when they send you out like an electric uh lamborghini countach yeah absolutely i think um electric cars are are very uh are very fascinating space and to be able to check out some cool cars would be nice i've also thought about maybe uh buying a warehouse in victoria or eventually in vancouver and not only having a filming studio but also having an electric car fleet where we purchase these cars or either receive them through our contacts…
Escúchalo en el minuto 25:02
Un equipo de 7 personas produce 100 videos/ano y sostiene tarifas premium porque la capacidad de produccion es el cuello de botella
Oferta y precioUn equipo de 7 personas produce 100 videos/ano y sostiene tarifas premium porque la capacidad de produccion es el cuello de botella. La limitacion del negocio de brand deals no son los seguidores sino la capacidad de produccion. Con 7 personas filmando y editando 7 dias a la semana, un canal puede producir 100 videos al ano. Esa capacidad fija justifica tarifas altas: no es el precio por follower sino el precio por…
of the context of the brand how much we're trying to invest and it is also very industry focused um we've had like companies in the home tech home industry uh not exactly home tech but in the home industry tell us that our rates are 10 times higher than what they're used to paying um but our argument to that is that we're pretty much filled the entire year a hundred videos a year a team of seven including contracted and seven days a week we're filming we're always editing something that we have to continue to charge these rates if not raise them just to be able to keep up with supply and…
Escúchalo en el minuto 20:02
Estrategia y decisiones de negocioAprovechar los periodos de downturn para revolucionar el negocio. Quien sabe encontrar formas de generar ingresos durante una baja del mercado es quien termina prosperando a largo plazo. Un downturn es la oportunidad perfecta para analizar cada aspecto del negocio y trabajar en lo que antes se tinha como excusa para postergar.
ways to make money in their field while there's a given downturn in an industry where it's very competitive and i'm sure in many marketing industries there are a ton of people in each one wherever there's opportunity there's going to be a lot of competition it's very important to stay ahead of the curve and especially if there's a downturn that's like the perfect opportunity to be able to revolutionize your business but also learn more as a creator founder be able to analyze every aspect of your business but also work on things that you felt like you had an excuse not to do before
Escúchalo en el minuto 0:17
Las tarifas de influencers se ajustan por oferta/demanda, cola de espera y afinidad de marca
Oferta y precioLas tarifas de influencers se ajustan por oferta/demanda, cola de espera y afinidad de marca. El pricing de un creator no es fijo: depende de tres variables dinamicas - la oferta y demanda del mercado en ese momento, que tan llena esta la cola de espera (Q), y el encaje estrategico de la marca con el contenido del canal. No se cobra solo por alcance, sino por contexto y oportunidad.
you make but the rate can constantly change depending on the amount of supply and demand in the industry as a whole and i've seen experts say that there actually isn't enough volume out there for the number of brand and influencer campaigns to go around there's going to be constant inflow of of new campaigns and new products that are constantly being released and so i think uh what's yeah what's very interesting is uh originally it was just like creating videos on stuff that i was interested in we built the following but at the end of the day i was always kind of more of a business person…
Escúchalo en el minuto 9:59
Los brand deals son activos pero no pasivos: cuando la demanda lo permite, construir flujos pasivos reduce la dependencia de ciclos de consumo
Estrategia y decisiones de negocioLos brand deals requieren produccion constante de contenido nuevo. Si hay una baja en el comportamiento de consumo, las marcas reducen inversion. Construir streams pasivos (Airbnb, fleet de autos, cursos online) es la siguiente fase cuando el ingreso activo ya es suficientemente alto. No es que los activos pasivos sean siempre mejores: son complementarios y reducen riesgo sistemico.
the moment even though we realize that like it is very consumer behavior based um if there's a downturn in consumer buying which could be coming soon there will be less brand deals but there's always an industry that is thriving when another is not so in covid i mean travel was not popular and um but home tech and desk setups were so we were positioned enough to be able to do that electric cars aren't going nowhere anytime soon um cryptocurrency may have been the trend for a little bit but right now it's not looking so good and so continuing to ride that wave and figuring out what is a trend…
Escúchalo en el minuto 29:06
Los creators con mucha demanda pierden la capacidad de distinguir trabajo de placer
Estrategia y decisiones de negocioLos creators con mucha demanda pierden la capacidad de distinguir trabajo de placer. Un creator con demanda excesiva pierde la habilidad de disfrutar el ocio: cuando finalmente viaja por placer (F1), termina calculando si vale la pena el gasto. Esto es una señal de que la mentalidad de optimizacion de ROI ha saturado la capacidad de disfrutar experiencias. Es un riesgo de largo plazo para la sostenibilidad emocional…
like uh when it comes to buying a car it's like how can i make my money back off this thing when i buy a house how can i make money off if it doesn't and especially when it comes to traveling it's like i almost have a bit of a weird relationship with travel now because whenever we go on a trip um like we've like in 2019 for example i went on 150 flights didn't pay for a single one of them and um and so when i finally go on a vacation to like go see formula one i'm checking the bill and i'm like this is just like it wasn't worth it like i was like i was just i don't know like we're like is…
Escúchalo en el minuto 27:24
Estrategia y decisiones de negocioCrecer mas rapido en suscriptores requiere sacrificar el enfoque de negocio: hay que elegir. Un canal que quiere crecer mas rapido en suscriptores necesita hacer un trade-off real con el desarrollo del negocio corporativo. El crecimiento organico de ~100K suscriptores/ano permite construir relaciones corporativas de alto nivel. La decision estrategica es cual de las dos vias tomar.
at a rate where the focus is to complete as many campaigns as possible work with as many brands and continue to develop our content and either way the channel continues to grow at a rate of about a hundred thousand subscribers a year but to be able to grow significantly faster it would involve quite a bit of a trade-off on the business standpoint and in terms of like the big picture of the media company where we invest in real estate and resource and in hopefully talent moving down as well um i think my focus and kind of the company's focus on the business side of things and developing…
Escúchalo en el minuto 15:02
Estrategia y decisiones de negocioLa definicion de exito evoluciona: seguidores -> ingresos -> mantenerse excited. El exito de un creator tiene tres fases: (1) seguidores y validacion social, (2) ingresos y sostenibilidad del negocio, (3) mantener la emocion y el interes genuino. Cuando llegas a las metas que soñabas de joven, ya estas mirando 10 años hacia adelante y esas metas dejaron de emocionarte.
maybe be able to do this as a living but in 2011 2012 it really wasn't something that a lot of people did as a living um because it was just a new industry it wasn't really something that companies wanted to invest a lot of money in and so when you're in school or like just like middle school in high school it's really just something that you enjoy making and people think it's cool that you have a subscriber number but it wasn't like something that was that sustainable i think by the end of high school i was maybe able to generate like 20 to 30 000 a year in income which i guess wasn't too…
Escúchalo en el minuto 22:32
Los productos educativos son cobertura contra recesiones porque el lead gen florece en downturns
Estrategia y decisiones de negocioLos productos educativos (cursos, formacion) tienden a crecer durante recesiones, igual que el lead generation. Tener educacion lista como producto es una cobertura valiosa cuando los productos fisicos menguan.
education is such a good call too just just because in a in a downturn economy which is something that appears you know we're about to announce a recession probably um it you know education is something that does boom lead generation booms even if some products you know diminish so i feel like having that bet hedged having education products ready for your customers or for other people in your in your sort of industry could be a really valuable uh valuable angle
Escúchalo en el minuto 33:18
Ante nuevos formatos, la diferencia entre innovators y haters determina el resultado
Estrategia de contenidosAnte nuevos formatos, la diferencia entre innovators y haters determina el resultado. Cada vez que aparece un nuevo formato o tendencia (Shorts, TikTok, Reels), la respuesta se divide: los que se quejan y los que innovan. Los que innovan y aprovechan la tendencia prosperan.
yeah so with anything whenever there's a new format and a new uh like kind of i guess consumer trend or industry trend there's kind of two ways to look at it there's a crowd of people who are going to hate on it and there's a crowd of people who are going to innovate and take full advantage of it and when you take full advantage of something and it works you have nothing but good things to say and if you don't want to take advantage of it or you feel like it's hurting your business the easiest thing to do is to complain and i mean i love to complain about a lot of things all the time i think…
Escúchalo en el minuto 35:55
Canales de adquisiciónCaso: Instagram Reels genera 15.000 USD por reel en 15 minutos de produccion. Justin Tse logro deals de 15.000 USD por reel (5 deliverabies), filmando en celular. La produccion toma ~15 minutos. Instagram Reels es efectivo para revenue pero no es el mejor canal de conversion por falta de enlaces.
camera and the rates for these reels continuously on like i think five deals has been about uh for five deliverables it's been about fifteen thousand dollars per real um and at first i thought that was like maybe a one-off like it sounds a little bit crazy considering it takes about 15 minutes to make the content if not less but like multiple companies are coming by and offering these rates that it definitely seems to be an effective platform but instagram is not necessarily the best platform for conversion um because you don't have any links in the description yep interesting if you one of…
Escúchalo en el minuto 41:58
Canales de adquisiciónYouTube Shorts puede hacer crecer un canal de forma significativa y es probablemente la forma mas rapida de alcanzar un millon de suscriptores. Hay que investigar que formato especifico funciona en cada plataforma.
like youtube shorts can grow your channel significantly and obviously i want a piece of that and it might be the fastest way to be able to hit a million subscribers um but effectively uh we do have to kind of figure out what works because otherwise it could negatively impact the channel as a whole
Escúchalo en el minuto 37:44
Estrategia y decisiones de negocioUsar los downturns para crear contenido y ganar impulso cuando los competidores se detienen. En recesiones, los founders que encuentran formas de hacer contenido y generar negocio prosperan. Justin Tse cuenta como duplicaron la produccion de contenido durante COVID y crecieron 2-3x en ingresos.
very cool yeah and i would say like when anything like downturn um it's like a perfect time to learn uh i think in the youtube space we're very fortunate to be very very busy for almost 10 years and with a ton of travel and all that as soon as covet hit there was like a few months where there wasn't any brand deals and there are some people who might take it as an opportunity to rest or maybe wait until the deal comes because there's always gonna be a part of here that is a little bit slower based on consumer behavior but in my opinion uh similar to like real estate for example where the…
Escúchalo en el minuto 33:46
Estrategia y decisiones de negocioConsultoria y cursos son las fuentes de ingresos mas escalables para founders DTC. En cualquier industria DTC hay alto potencial en consultoria y cursos porque son fuentes de ingresos muy escalables. El conocimiento acumulado en una decada es dificil de comprar y puede monetizarse de forma recurrente.
i would say it really depends on the the industry that you're in uh with any industry there's a lot of potential when it comes to consulting and when it comes to courses because it's something that is very scalable and the thing about the youtube channel is if you don't upload for a few months a lot of people will forget about you and with an online course if it's effectively marketed you can share your knowledge that you've gained over the last 10 years and knowledge is knowledge and experience is something that nobody can buy and nobody can take away from you but you are able to sell it and…
Escúchalo en el minuto 30:51
Eventos de clase mundial construyen estatus de media company y validez de marca
Marca y posicionamientoEventos de clase mundial construyen estatus de media company y validez de marca. Participar en eventos de clase mundial (Apple Theater, Formula 1, Wimbledon) y crear campañas oficiales para esas marcas convierte un canal de YouTube en una media company legitima. Eso anade validez tanto al canal como a la marca.
yeah i think um we were very lucky that in this last month a lot of the opportunities that we have are like world-class or stuff that we're on the bucket list so being able to uh to go to the apple theater and meet tim cook um and like going to formula one was a dream for a few years and being able to meet all the drivers and get paddock access we definitely want to expand on a bit more of that and in the next few weeks we're heading off to wimbledon which is uh like i'm not like a tennis player or anything but to be able to be in like the vip box through youtube and to be paid um to to go…
Escúchalo en el minuto 42:48
Canales de adquisiciónYouTube es la plataforma mas intensiva en recursos; TikTok funciona mejor filmado en celular. YouTube requiere equipos de produccion, video, investigacion y thumbnails. Es la plataforma mas pesada en recursos. TikTok, en cambio, funciona mejor filmado en celular. Las marcas DTC deben evaluar si pueden asumir YouTube antes de invertir.
like youtube shorts can grow your channel significantly and obviously i want a piece of that and it might be the fastest way to be able to hit a million subscribers um but effectively uh we do have to kind of figure out what works because otherwise it could negatively impact the channel as a whole so i think doing research is always very important it's easy to get comfortable with these platforms and with the constant change it always feels like as soon as you've learned a certain strategy the strategy has since changed and and so i think yeah with any space i know i don't know how many…
Escúchalo en el minuto 37:44
Equilibrar ingresos activos y pasivos reinvirtiendo los margenes altos
Estrategia y decisiones de negocioEquilibrar ingresos activos y pasivos reinvirtiendo los margenes altos. Los founders DTC deben mantener un equilibrio entre ingresos activos (margen alto) y flujos pasivos. Los margenes altos del ingreso activo se reinvierten para construir ingresos pasivos de forma continua.
though it does pay very well um it is important to have passive streams such as the real estate division and and the course for example that is able to utilize our resource and doesn't take as much time per se um but utilizing the active income and the high margins can be reinvested effectively to at least continue to build passively i wonder like what's your advice to d so most of our listeners are ecommerce founders d2c founders most of them i think are pretty heads down in in their d2c product i think there's a lot of people that have agencies as well maybe some people do investing but i'm…
Escúchalo en el minuto 30:03
El contenido se nutre de experiencias surrealistas y de clase mundial que emocionan al creador
Estrategia de contenidosEl contenido se nutre de experiencias surrealistas y de clase mundial que emocionan al creador. Filmar lo mismo todos los dias genera aburrimiento. Las experiencias surrealistas y de clase mundial son las que mantienen la energia creativa del creador, y eso se transmite al contenido.
in this planet i think on the topic of being excited for things building those types of world-class experiences and visiting something like that um is is one that i would like genuinely be interested to film um because a lot of our job is actually filming the same stuff every day and so i do get bored like quite easily and like other people might look at me like oh it's really cool but like i'm like we've filmed this stuff like 100 times already maybe we have 1100 videos on the channel plus 300 that i deleted and so um it is very rare that i'm excited like crazy excited to film something and…
Escúchalo en el minuto 48:52
Invertir budget en proyectos creativos ambiciosos tipo giveaway es alto riesgo-alta recompensa
Estrategia de contenidosInvertir budget en proyectos creativos ambiciosos tipo giveaway es alto riesgo-alta recompensa. Con 50.000 CAD, Justin Tse invertira en proyectos tipo mrbeast: experiencias o premios locos que generan contenido shareable. Alto riesgo, alta recompensa. Las ideas seguras son para gastos operativos; el capital agresivo va a proyectos creativos.
so if we were to give you a 50 000 grant uh canadian dollars let's say because we're both canadian where would you apply that in the next say three to six months to to see the biggest impact um i think there's a it would definitely be invested into like video projects that were maybe a little bit optimistic but we hadn't tried before so maybe like a project that would invest in um in giving something away to the public um but it's like a challenge i think there's like the mr b style videos where they put that money towards like a crazy experience or prizes and people on the street can come…
Escúchalo en el minuto 46:08
El founder debe conocer cada area del negocio para poder entrenar al equipo correctamente
Estrategia y decisiones de negocioEl founder debe conocer cada area del negocio para poder entrenar al equipo correctamente. Es importante que el founder conozca cada aspecto del negocio para poder entrenar a su equipo. Incluso si ya no hace la tarea (video editing, Photoshop), necesita el conocimiento suficiente para dar instrucciones precisas y formar al reemplazante.
find like the balance between passive and active revenue is very important because um in the beginning of youtube it was just like always working on a bit of everything and eventually there are areas that we delegate but it is important as a business owner or a founder to continue to know every aspect of your business and learn about areas that can enhance improve or also enable you to train people to do that job for you um either the same if not better in the future an example of myspace could be like video editing realistically i haven't improved in video editing in like five years i used…
Escúchalo en el minuto 31:38
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.