WHEN EVERYONE IS SELLING , TELL A STORY

We get on any social media platform and we find it filled with Advertising.

Everyone seems to be selling something.

We are identified by various data points stored on us by the platform, maybe thousands , some even we may not be aware of.

The trail we leave behind on the digital world is monitored.

Algorithms try figure out what we are most likely to buy.

And the advertisements show up on our feeds.

This is interruption . We switch off.

We don’t come to social media to buy. We come because of our reasons.

It gets irritating, annoying at times .

Like a street Bazar with many stalls each of them tries to grab our attention.

Except we did not plan to come to a Bazar.

Grabbing Attention is critical , there are so many advertisements that throw up .

The algorithms and machine learning are always learning to read our minds.

“What are we most likely to buy” is the key question being asked by the platform.

This is their monetisation model . Nothing comes for free .

The term digital marketeers use is performance marketing. Digital Marketing that drives business and can be measured.

Interruption marketing has now moved from physical to digital world.

The conflict is consumers have a different reason to visit social media platforms .

They visit social media platforms to learn , to get entertained , to get information , to participate in connected communities , to build and be part of tribes.

With the smartphone in hand consumers set the agenda .

The control has moved from the advertisers and sellers to consumers.

Stories are consumed because they are entertaining, they inspire .

Humans are naturally wired to listen to stories, share stories.

Good stories are shared.

Video content is 80% of the traffic on digital.

Visual stories stand out .

Brands need to learn , stop selling and tell stories. Stop interrupting and focus on entertaining .

Because the control has shifted and consumers switch off from interruption.

Real stories well told , inspire, build trust, touch the heart.

Most important, when data is forgotten in minutes, stories are remembered over the years.

Future of marketing is Storytelling in the Digital world.

Every Brand has a story,

Every Organisation has a story ,

Every Cause has a story,

Every Startup has a story,

Every Leader has a story,

Every Employee has a story ,

Every Client has a story ,

Every Beneficiary has a story,

Every Tribe has a story,

Every culture has a story.

Dig deep an you will find each one of us has a story and our stories are common.

As humans our desires and fears are similar.

From ‘Here’ to ‘There’ is the most powerful story ever told.

Stories well told can inspire action , build tribes.

Stop selling, start storytelling.

In the Digital world we are the stories we tell.

Sanjay Mudnaney

Founder at http://www.CrowTales.in

Brand Storytellers

HOW BSR COACH GOT 1 MILLION SUBSCRIBERS IN ONE YEAR

Nithya Shanti a close friend had organised a session with BSR Coach a highly successful YouTuber . As a marketeer I am always keen to learn and took up this opportunity.

BSR started making YouTube videos because he was not confident and came from a vernacular medium school. This was his way of getting over that fear of speaking . He started with a goal of making 365 videos on YouTube.

Prior to 2018 BSR had made over 120 videos with fewer than 3000 subscribers on YouTube . He felt demotivated and gave up . He stopped making YouTube videos.

It so happened that he was called for Josh Talks ( equivalent of Ted Talk in India ) to share his experience on succeeding with speaking English. This video garnered over 5 million views. He was surprised. He analysed and understood what he was doing wrong .

He found that lot of people were interested in this content around succeeding with learning English . That was his first lesson . Below are few of the lessons shared by BSR that could be used to any YouTuber to grow a million subscribers.

1. Make content that is being watched , not content you think they like : It is easy to find the content that is being watched by audiences. Do a simple YouTube search . You need to focus on what is already working and watched.

Broaden your audience first before going narrow. If you want to target those with Heart disease take up all chronic health conditions that are being watched along with the narrow focus .

2. Watch time is important: Earlier he would make short videos and that was a big mistake . He realised that algorithms of YouTube looked for watch time and those videos were thrown up to audiences. From 3-4 minute videos he shifted to videos that were above 9 minutes.

3. Consistency : for past one year he has been consistently sharing his videos every Tuesday and Friday at 4 pm . He realised that the YouTube algorithm looks for consistency of sharing, also the audiences get used to the frequency and they expect the video.

4. Time : He found two time slots work for his audience 1. 6 am ( people have some time in the morning) 2. 4 pm ( evening break from work) .

5. Thumbnail: He understood that thumbnail plays the most crucial role . It is not the quality of video but the quality of Thumbnail that is essential. He found colours like Yellow and Red got attention . He recommends text occupy over 80 % of the space of the Thumbnail.

6. Title: This is next in importance , he studies titles that are working on the subject he would take up and puts up those titles and at times he would even copy titles . ‘How to’ , ‘Tips ‘ , ‘Secret of’ , are great title words used in title searches.

7.Language : He found that Hindi language has a far bigger audience and reaches masses rather than English which has a much smaller reach in India . He is clear he wants to reach masses so he uses Hindi more than English.

8. Give freely : He does not mind sharing freely, he is not bothered about anyone copying his content.

9. Negative Comments : He does not bother about negative comments and let’s them be . At first he would get demotivated now he is got used to it .

10. CTA : He has learnt that audiences need to be reminded to subscribe and he does that at the beginning and at the end . “Tell your audiences what they need to do maybe it is to join a program , have clear CTA .” he says .

11. YouTube live : He does long format YouTube live workshops with thousands attending. This also gives him longer watch time.

VIEWS and WATCH TIME are two most important parameters according to him to drive subscribers. One doesn’t need the best equipment and invest a lot of money to be a successful YouTuber he says .

He says all videos will not go viral and there is no way of knowing which will but a few that do go viral will add maximum subscribers. So consistency is important .

Organic way is the best way to increase views and subscribers he says . I have seen his sessions and I must confess that BSR is highly passionate about what he does and this is reflected in his session.

Thank You BSR Coach for sharing freely your success as a YouTuber and Nithya for organising this . May you inspire many more .

If BSR can achieve 1 million subscribers in one year through his dedicated focus and hard work, so can anyone if you pick up the best practices. Begin now and be consistent, no excuses.

P. S – Please do subscribe to the the BSR Coach YouTube channel

Sanjay Mudnaney

#passionproject

STORIES MEAN BUSINESS

Our story begins at Starbucks where two storytellers met over a cup of coffee.

and the journey of storytelling began .

We saw gloom in our world, and we started telling stories of good , of real Heroes, their life , their struggle, their impact , their message, because we believe stories of good need to be told . http://www.YouTube.Com/heroesofindia

As storytellers, we tell stories because every story inspires us .

We see stories in organisations, brands , causes , people.

Organisations need to tell their stories,
because stories are remembered,
stories are shared ,
stories are passed on ,
stories touch the heart,
and inspire people to take action .

Tell your stories because,
organisation cultures are built around stories ,
your employees have stories of you ,
your customers have stories of you,
your partners have stories of you,
your community has stories of you.

A brand is built with stories.

Stories mean business.

In the digital world we are the stories we tell.

Are you telling your brand story ?

Sanjay Mudnaney

#passionproject

http://www.YouTube.Com/CrowTales

OVER ONE MILLION SUBSCRIBERS IN ONE AND HALF YEARS ON YOUTUBE – AND SHE DID NOT CHASE SUBSCRIBERS!

Subscribers vs Views what must one chase on YouTube? Let us understand this from the case study of Rachana Ranade who crossed one million subscribers I just one and half years without chasing subscribers. So what did she do right ?

I subscribe to over fifty YouTube channels, but the real estate on my phone is just 5.8’ in, so what should YouTube show on my smart phone home screen when I log in ?

This is the challenge for any platform algorithm. The logic says show what the audience watches so they keep coming back .

That would be the objective of any platform- to ‘GROW AND KEEP THE AUDIENCE HOOKED’.

In this post let me take the case study of CA Rachana Ranade an financial YouTube influencer who has been a huge hit , in a short period of just one and half years she garnered over one million subscribers. She is the top female financial YouTuber in the world.

She got there by not chasing subscribers.

So what did she do to get there ?

To begin with she is an expert on her subject , she is a CA and she had been teaching for over 9 years when she began her YT channel . Also her style of teaching simplified the complex world of finance so it would appeal to the masses.

What else do we learn from Rachana

1. She has defined her audience well – her audience is anyone in India who wants to invest in stock markets , her audience is masses .

2. She understood what her audience wants – she simplified investing in stock markets . She identifies the topics that her audience is interested in watching , she adds value to her audience . Her team does extensive research before she selects the topics on which to make videos.

3. Quality videos- each of her videos is well researched , simple yet highly informative and well shot . Most people who watch her videos watch the full length of the video so she gets good watch time which is essential for algorithms .

4. Click Baity Thumbnails and titles – each one of her thumbnails is well researched and gets her audience hooked to watch further . She would have good CTR .

5. Consistent – she has been consistent with her content over the year . Always innovating .

6. Authentic- she is completely passionate about what she does ‘financial education of the masses on stock investing’ , and she has her own style of simplifying the complex world of finance.

7. No Sales – she does not sell anything, she does not give tips , she does not ever show biases , she is completely in the giving mode . She genuinely wants to educate as she says “I am a CA and I am a teacher and I am proud about that” . Yes her audience buys her course but that is not her aim of the video blog . She is building the most important asset ‘Trust’ with her audience.

She understood that The objective of any platform is – “to get more audiences spend more time on the platform.” Full Stop.

She did not chase subscribers. But she chased making good quality content , that is valuable to her target audience , she is chased watch time and she is constantly optimising her Thumbnails and Titles as she knows that the real estate on YouTube is cluttered and her videos need to stand out .

She knows her success on YouTube is as good as her videos , views , likes and comments she knows that YouTube does not automatically show her videos to every subscriber and she knows her subscribers have a choice to watch hundreds and thousands of other videos.

As she says “It is 99% hard work and 1% luck.” and she has completely 100% dedicated time to her YouTube channel.

CTR and watch time are two important metrics to measure for YouTube content creators.

She knows she has a small window of opportunity to show up on the home page of her audience and to get audience to click her videos out of the dozens they see and that the videos on home page are a tip of the tip of an iceberg.

Is there any another way ?

Yes create your own platform and get your audience to subscribe. It could be to your blog or email which will keep them on the latest videos released.

There is another option . Get your audience to click the notification button.

What we learn from Rachna is don’t chase subscribers, chase quality content that is watched in a field where you are an expert and passionate about and keep at it day in and day out . Also don’t forget click baity thumbnails and titles as you need to stand out from the crowd .

Sanjay Mudnaney

#passionproject