And that's also where I think video has maybe overtaken the audio side for a lot of people too, especially as New Zealand seems to catch up to YouTube.

Yeah, definitely.

And the podcast one, to get someone to listen to your podcast, you have to change their behavior as well because if you think about in an hour, if you're on social media consuming content, Instagram could show you 200 posts.

If you're looking at images, it might be 300 or 400.

But if it's reels, maybe 100 to 200.

So Instagram need to find a lot of content to show that person in an hour to keep them on the platform.

Whereas if someone's got an hour to listen to podcasts, maybe they listen to one podcast.

So there are business owners out there who are just themselves, again, highlighting that just pick one thing and stick to that and then get the momentum going and you know there's a lot of people doing 30-day challenges at the moment it's all good and well all that's doing is teaching you the skill the real opportunity is going to come when you turn that 30 into 365. yeah

So how do you reach the new audiences?

Pretty much just through, and I know it's the boring answer, but, like, consistently putting out content, and then eventually, like, maybe one thing hits the right audience and, and brings in new viewers.

Uh, and then if a- and then from that point onwards, you've sort of got that solid audience.

Like, we had a client who was posting, not Luke, but someone else who does financial, um, content, and he had sort of, like, 300, 400 subscribers, and, um, we did a video about the OCR announcement that was coming out, I think it was last year, and we recorded two videos beforehand, before the announcement, based on each of the probable outcomes, and we posted it as soon as the announcement went out, and that video did really well because it was topical, and that brought in a ton of people who were interested in his niche and his content.

Like, it got, I think, 10,000 views or something, and then from that point onwards, he sort of had that audience of people-

Mm

... then it's not gonna go anywhere.

Um, and so you wanna think about how can I write a good title and a good thumbnail that is going to get people to click on it, and then you wanna think about the hook of the video right at the start that essentially sort of backs up any, like, promises or expectations that a viewer might have from that title or thumbnail.

Yeah, talk us through what happens there.

Yeah, it can be all sorts.

And a good example is trial rails.

Like I created a video because I believe it came out in New Zealand before it came out anywhere else because these platforms love to test their features with like an English-speaking country that's of a small population so they don't mess it up for a ton of people.

And so I think we got access to trial rails before anyone else.

And I created a video based around that, what everyone needs to know about.

And it did well at the start and then it sort of slowed down.

Okay, so you've got your idea, what's next?