alright today we're gonna get smarter about short form video short form video is something i am mega mega long on why well i don't know if you've ever seen tiktok instagram reels have you seen youtube shorts these things are taken over the world so today's guest is jenny h she is a short form video genius to be honest i mean every single short she does gets like ten million views every single one and it's not because she was famous before it's not because she's doing crazy crazy stuff she has just figured out how to make viral short form video so i wanted to ask her every question i could this is an episode of me learning from her the trick so how does she come up with ideas like how do you figure out a good idea versus a bad idea how does she structure the video how does she script it how does she film it what are the elements in the hooks that make the video more viral versus medium viral versus low viral like what is that knob so this interview is me talking to jenny h a eighteen year old short form genius who is going super viral and she's gonna teach us so in the next hour we're gonna get really smart about short alright let's do it i feel like i could rude to world i know i could be what i want to from at all in it like a days off on a road less travel next let's jump in what we're gonna do is in the next i don't know forty five minutes you are going to tell us the specifics the tactical the breakdown of how you've cracked the viral code you know how to go viral tiktok youtube yeah but you are eighteen years old you live at a home in your parents house it's only been two years since you started doing a lot of the content that you're doing i went scrolled all the way back and it started off not not so great but then now you're getting like ten million views per video you've had a hundred million view short that's kind of incredible what is that you is that what what your life was like give people a sense of who who are you yeah you i mean you nailed it right of the head yeah so i'm jenny h i'm a youtuber who makes videos around the life of a cheap scape i guess you can say i guess you can call me like you know the anti mister b so you know people call me mister lee yes which is which is amazing branding i mean we've had mister beast on here and he's like i spent three million dollars per video and i'm curious also to when you record do you like you know we talk about hollywood if you ever see an actor in their van or their their truck before they're gonna go do a scene they'll kinda get themselves into the character they'll get themselves into a state of mind nobody can bother them nobody should go talk to them like they are getting in the zone i'm curious do you do anything to kinda get yourself into a a certain state of mind i remember there's a care creator called mystic excel that i i love the story i pulled this many times but she creates content of all things about microsoft excel how do you use it better but like she's super high energy she's like dancing and doing other stuff it's like dancing plus excel it's a weird combo but it works and she said something like before i go record i'm not like you know i'm not thinking about what i'm gonna say i just get myself into a state where i she's she said that i feel magnetic like i just get my charisma my my energy up so high and when i feel like i'm there i run to my camera i turn it on and i start recording because i believe she said i believe that all content is just energy transmission it's me pushing my energy through the phone to you the way i feel i'm gonna push it through and then you're gonna feel that way too i love the way she described that that's very much how i do this podcast i'm just curious not everybody does things that way is that similar to what you do or how do how do you approach kinda getting in the right state of mind before you create a piece of contact oh my gosh i love this question because i used to struggle with this so much as like honestly an introvert most people wouldn't like the cvs one like yeah the intro with a billion views yeah i i i don't know i used to do what miss excel did basically we used it i used to like try to bump up my energy so that when i film i have like the highest synergy energy but now i try to have like consistently high energy throughout my day every day and i actually built that muscle by doing this thing for like a month i would set up my camera for an hour and i would do a the stand up comedy show to myself i i'm i'm i improvised you or yeah it improvise i've never like i never done stand up comedy i don't know comedy like that's amazing and i i did that just to like learn to not be scared to like tell bad jokes and just like be myself and natural then after that i would like record my entire day almost and like it wouldn't even go online that is fascinating you actually did that you you would in the morning you would turn on the camera and you would just do a stand up routine just to get yourself to feel confident to be okay in the awkward and to get your kind of like charisma reps yes is that what you're doing like if you could go to the gym you were doing that actually okay here's what i would actually do this actually sounds cri because i've never said it before there's this youtube channel called charisma command so in the morning i'd would watch that right and then like throughout the day like i repeat like the the things i learned in my head and then that night i would do the stand of comedy show but like throughout the day i try to record as well just to like get my reps in but that that's essentially what i did i tried to like build up my charisma and personality just by like recording videos that no one's gonna see i don't think that's cringe at i think that makes total sense whenever i see somebody who's good at something i don't assume they're just good at it i assume they've worked at this and when you see somebody who's good on camera or somebody who's got a personality that's really you know charismatic i assume it's because they practice being charismatic maybe they did it informally just in school all the time cracking jokes at the lunch table and whatnot and that's where they got their ten thousand reps but if you don't have that or are you starting as as a introvert or somebody's bad at it there is a what deliberate way to get better just like any skill just like building muscles just yes becoming good at you know tennis or whatever what whatever else it is and i actually feel i actually look for this i look for things that are really valuable to have but nobody wants to practice it and even worse people would find it cringe or lame if you said i'm practicing this yeah because i'm like that's a gold mine that is we agreed it's valuable nobody really works on it so so i don't even have to work that hard to get great at it that typically become better than most people at it because most people are not practicing and even worse even if people want practice they'd feel so lame or taboo or it sounds cringe or it sounds awkward to do it that's a that's a barrier to most people will are not willing to do that i hunt down those those skills and i develop them and i it's it's really great to hear you at age eighteen doing that same thing that's that's really amazing so you you've said before there's four criteria for an idea novelty uncertainty knowledge gaps and complexity can you explain what this means knowledge gaps is basically telling the viewer i know something that you don't which is why you have to watch or similar to we were talking about before how it's like i did x so you don't have to and then uncertainty is basically telling the viewer that you're doing something crazy that you don't know what the outcome could possibly be such as like i recently made a video where i sold everything my family owns there's so much uncertainty and how is her family going to react we need to see their reaction to her selling everything you know i'm not a i'm not so much of a a tiktok or youtuber just yet will be soon but when i write even the blog post or a twitter thread or something like that i will often put like the central curiosity gap which is basically what what is the person curious about that i can put up front where they're gonna wanna read to the end to see the payoff mister piece does this in his video too right and he did a video recently which was like i have people aged one to a hundred trapped in these rooms and the last person out is gonna win and the curiosity is who's gonna win is it gonna be the old person is gonna be the young kid it that actually is something that comes down to the a video idea itself because when i'm brainstorming an idea we want the idea itself to have so many questions that need answered because at the end of the day like content creation on you to what peaks people's curiosity is a problem that needs to be resolved at the end of the video or a question that's gonna get answered at the end of the video and that's what i try to do in all of my videos so let's look at one of them so twenty three million views you have what does one dollar get you at starbucks like literally the title is the question the unresolved question yes i don't know what can you and i guess it's more like what's the most you can get for the buck for the buck right yes so how do you get the most bang for your buck that's kinda brilliant okay who has the best dollar menu three point one million views also unresolved which which place is it gonna be and you could see literally the first frame is like you holding a dollar bill with burger king behind you and it's kinda like you know you could see what you're gonna do you're about to test visually you could see you're gonna test what can i buy with this dollar at this place so the unresolved question is kind of interesting the other thing i like that you do that i don't know if you have any thoughts on this but like it seems like you weave in your personal life or your personal stories so it's not just like i'm gonna do this crazy thing it's like it's my mom's birthday and i wanna get her a gift and then you do the crazy thing but at least the video is more like i don't know i i kinda connect with you more i see your mom i like that you're buy your mom a gift you're kind of earnest about it is that a tactic that you think about you kind of a personal story versus just a generic stunt totally i think that's what makes the videos like quite frankly there's so many people who can do the same idea and it just doesn't go as viral because they're not telling a story and that's why i try to weave in like my personal life because it's more relatable more people comments about it that's how we get that returning viewership so what's an example of a video you did with a story that you could have done without okay the best example i have was i have a video where i made e garden on a budget you know and if you search up other people's videos making a garden they were averaging the twenty thousand views like people who make gardening videos don't average high views so what was the difference how did you get if a normal garden video twenty thousand views your garden video twenty million views what did you do to to juice that video up i told the story of how ratatouille is my favorite food but it's so expensive to buy it but technically speaking i could just make a garden to have infinite ratatouille for life and it's my and it's my favorite food so it just works out and then also my mom my grandma were helping me for a portion of the garden it just inter intervene so many things that the people can insert themselves into right so you took a normal thing with medium to low stakes you added your why why i care about this and the why doesn't have to be life or death i think that's kind of important i think you know a lot of the youtubers did it as life or death it's like this is you know the craziest stunt you've ever seen and i think ryan t and you i think you guys are very very likable because it's almost like low stakes stakes oh a thousand percent especially like knowing on youtube people are so used to like these high stakes like seeing ten thousand dollars in the title anymore people don't even know what that even means because they're seeing people like mister b spend a million dollars so it's like you know people just so numb to these numbers or these stakes where almost these low stakes are high stakes right okay so let's take a let's do an example here's an idea and let's try to make it better using some of the some of the techniques we'll just this and see see where it goes live live improv okay so let's say i wanna make a video about me me making dinner so i'm cooking dinner one out of ten you know video concept it's not not gonna be the most exciting let's use show me how you would make it better so let's use either novelty complexity knowledge gaps or uncertainty how would you kinda make that idea more interesting i love this so for me if i was to make that idea making dinner right intrinsically non intriguing at all but what's relevant to me is how much of a struggle it is as someone who has like a health condition right so like that's one angle right then there's also the angle of like you're doing it on a budget which is what i usually do so that now that that that's even more of an intriguing angle like trying to make a healthy meal on a budget because healthy is supposed to be expensive right or or it it could be it could be i'm trying to make a fancy dinner but i don't know how to cook that's or i i'm i'm a total beginner but i'm going for gourmet yes exactly and then like there's so many different layers and i also love to do j position where it's like okay i wanna make a gourmet dinner with leftovers from last night or like a lunch or something like that exactly turning the lunch into gourmet you know all of these are great ideas and then at the end of the day it's like which one makes you most excite gotcha okay cool and then the personal story part would be why am i making the dinner in the first place why does this matter to me what are the stakes so you we made the idea more interesting by adding the contrast the j position the complexity the novelty but then the personal story might be i invited my mom over for dinner she's cooked from me in my whole life i told her i was gonna cook her an amazing meal the only problem is i've never you know don't know i moved out of the house but i've never cooked dinner for i've never hosted yes i gotta do it the story is even better now because there's even an angle where what if you the video is something along the lines of like you're gonna turn a lunch bowls into dinner because lunch they don't have a dinner option it's just lunch a bowls right and then what's even better is your mom would always would never cook for you but she would always give you lunch bowls for lunch so now for dinner you're gonna give her lunch mean it not a bit complex but like as you script it you don't remember like with complexity the goal is to like add layers to give people more reasons to watch but you don't wanna actually confuse of viewer and that kinda comes back in with the way you copyright it because you wanna say it in a way that's you know easy to digest and drip feed that context right yeah i was when when we were hanging out with mister beast and he was telling us about some of his video ideas what i realized was i was like man the reason his videos can get a hundred million two hundred million views is because it's a concept so simple you could literally just draw it with a stick figure drawing and people would get it two people who don't know each other trapped in a room for a hundred days winner you know if they if they make it the whole way they get a million dollars right these are like simple universal easy to understand ideas the what you just did with the lunch dinner thing is both the kind of like that that amusement like i'm doing this just for my own amusement i'm not doing this to impress you i'm i'm doing this to scratch my own itch can i can i do this and like i think that's very likable and also very simple to understand yeah that's turned lunch into dinner visually you can imagine that yeah okay that's great alright i'm excited for you to go make that video someday alright so we got ideas and how to how to basically brainstorm to turn any kind of monday mundane idea into a better idea using using those techniques now actually pulling it off so delivering on it so what is the most important part what's the first thing you do when you're when you you have the idea now first thing you gotta get right in order for a video to pop off the hook and and it the hook is so important that sometimes i figure out the most viral hook isn't the most viral idea then i have to come back to the idea and change the idea based on the hook when do you think about hooks i guess like what is the what is the big picture advice what it comes to hooks and then what is the tactical process you take power words should be the first thing that starts the video what's a power word what do you mean power words are things that will instantly hook people that are very strong words such as free zero dollars stole or any like crazy word because be and the reason i say that is because i see a lot of people like way too many people start their videos with this is i'm out this is is not telling him anything about the video like i'm i i actually scroll because it's like it's it's bad as opposed to someone says free chicken sandwiches all weekend i'm in we're where are these fried chicken sandwiches i was in the moment you said it free so that's the number one thing you want your your hooks to start with power words the second thing is you want it to be progressing the video the reason why this is is also bad is because it is just saying a statement it is not doing anything this is blank doesn't tell me what you're going to do it's just telling me a statement as opposed to preach sandwiches which is this weekend and you're already telling me the whole story or i'm building a secret room you're already telling me the action even though the even though the power words aren't until three words in secret it still works because it's starting with the action i'm doing blank i'm going to do blank the story is progressing as opposed to a statement being still the second thing and another thing that's very crucial for hooks or in your general like introduction of your video is to fore out the end your hook has to be so clear what the video is gonna be about you're not only setting up the video but you're also saying what the conflict is and what's gonna be at the end of the video all in one sentence which is very hard that's what a really good hook has so i have an example here of one of yours you have one that says movie theaters are over overpriced and you said that's the hook and then the fore shadow is so i'm gonna make a movie theater at home on a budget of only five dollars exactly yep exactly you nailed it you want your hooks to have the set of conflict and what the resolution is gonna be all in one what metrics in a video map to that so like for example you know on youtube but in a normal youtube video the thumbnail and the title matter and you know that because you could see the click to rate how many people actually choose to try to watch your video when it comes to short form video what metrics are the you know the top two that that are related to idea and hook yeah so the idea slash hook metric would be the view versus swipe away percentage view versus swipe away and what is like good and then what's like amazing for that percentage to that that number yeah so i've heard the average is seventy where pretty good for me is eighty percent plus and excellent would be eighty five percent plus but for for for my channel we average around eighty eighty five percent which is not is very uncommon like i think beasts is like at seventy five percent so i've heard and then the second one is like the so you have the the view versus swipe away and then what's the next most important metric retention retention overall yes retention i'd say is that it just shows how how much the viewer enjoyed the video what do you shoot for with retention it depends on the video length but generally you wanna be at least ninety percent my team we usually go for a ninety five plus wow and again i i think for most people it's like fifteen percent or something crazy oh crazy oh okay so the hook and the first frame what about the visual what works in the actual visual because there's with short form there's no thumbnail and people aren't really reading the title i don't think so what's your what's your philosophy on how what to put on screen what that first frame should look like yeah i try to keep it as simple as possible it's very similar philosophy to like a title on thumbnail same psychology in a way where i try to keep it like channel focus points high brightness is high saturation and we like we'll go through we'll go through so many lengths and measures and after effects and v effects just to make it like pop out just that much more such as like sometimes we'll add artificial fire just to make it look crazier like one in in one of our shorts i went to hell's kitchen but that you don't really get that message across unless you actually add the restaurant on fire you know and it's like something else up at the logo of the restaurant it looks like there's a firing is that not real that's not that's not real people think real yeah so we tried try to we try to make like things really stand out even with the secret room when i first hit the wall i just dented at the wall i didn't even break a hole and we actually had to make a v fax where it would look like i made this giant hole like i broke a giant hole when reality it wasn't a giant hole that bro goes like a little teeny tiny hole because i have like a a little small hammer so it's like little stuff like that we try to make we try to enhance things to look even crazier and post interesting and so it was the first thing you said no no little to no focus points mean so what i mean by that is we don't want any busy to go on i think you know it's a really good example if you can show who has the best dollar menu like in the first frame just pause it and notice that that is not a real environment like we actually took myself we rot scoped myself and then we found a image of mcdonald's on google that was so much cleaner that had no cars the logo was clean there was no trees just so it could be perfectly like just look perfect for the viewer if that makes sense that's what we try to do we want the environment to look as clean as possible so there's no business points so okay so great so we've done idea how to go from math to good to great we've done to hook how to grab them by the throat get that eighty eighty plus percent view rate now you said foreshadowing is the next part what is foreshadowing and how do you do because i this is one that i've heard obviously i've thought about the ideas i've thought about hooks this is not something i do in my process what is foreshadowing foreshadowing is when you give a viewer the expectation of the end of the video and the way i've coined it is you basically wanna tell the viewer that there's an amazon gift card at the end of the video essentially like they need to watch through the end sometimes you'll have to explicitly at least held a viewer oh you'll get blank at the end of the video usually a lot of my foreshadowing is implied so who has the best dollar menu it's very implied that by the end of the video i'm gonna tell you who has the best dollar menu right essentially and that's that's usually the best foreshadowing one that's like so obvious because it's within the hook and it's implied for even better even stronger fore foreshadowing and hook is when you have a mechanism so an example of that is what does ten dollars get you in miami now not only do you know by the end of the video what ten dollars gets to you in miami but you also know what how i spent the ten dollars now the mechanism is actually seeing the money being spent because in the first second you see oh she spent two dollars run an eight dollar budget and then a couple seconds later oh now she's at five and we have a sense of progression of where the video is going because otherwise if the viewer does not feel like the video is constantly progressing then they gonna leave because they don't feel like even though you said that there's something at the end they don't know where the end is so it's also very important make it clear let's talk about storytelling you have a great quote you said what is storytelling storytelling in one word is change yes unpack that what does that mean i think the biggest thing is progression i i guess when i say change i mean progression so similar to what i was just saying like the viewer wants to feel like they are constantly either learning or laughing even more or they are building towards something they don't wanna feel like you know they're watching something stagnant like they're just watching paint dry the best storytelling telling is when there's character development change in the actual character where at least beginning of the video the character started at one point and is now at a new point at the end so i i subtly did that in my short that hit a hundred million views so basically i built a secret room with zero dollars and my goal was to have a secret spot to watch youtube and in the beginning of the video my mom was yelling at me for destroying the house and how there's nothing under there like i'm crazy what am i doing and then at the end of the video she ended up having the secret room and pretending like it was hers now it was very subtle but like change like that is what actually made the viewers not only watch till the end to see how that gets resolved but also re rewatch the video again knowing that yeah that's interesting what and re rewatch that's a that's like a big part of your strategy right yes it's number three number one is hook and number two is overall retention which is video progression and number three is rewatch ability what gets somebody to rewatch there's not that many things like get people to rewatch so it's it's probably the toughest thing to do so there you could you could do easter eggs which is essentially like hiding little things in the video that people are gonna comment about and potentially watch again to see like did did that actually happen yeah i do that all the time i like a video i open the comments then they referenced something that i didn't see the first time so i up watching it again yes and then i go back to the comments and i and it's still looping in the background and i probably end up watching the video three times exactly so that's one way another very easy way to do it is just tutorial views in itself are rewatch because people are in especially if it's on shorts people are not gonna watch it tutorial once and automatically know all the steps so usually when you have specific steps or lists or list of goals is what it's called it makes it very easy to re rewatch and then my favorite method is actually having twists in your videos because when you have a twist now the viewer is gonna wanna re rewatch the video with that new knowledge knowing what the twist is that's interesting i like that what about storytelling mechanically so you know what are some techniques i know you've talked about this i think the the butt there four method which i i don't know did you get that from the south park guys yes i did yes i did explain explain what that is yeah so but storytelling is basically adding conflict throughout the video so that it makes it more intriguing as the video continues so an easy example is if i made a video going on a walk let's say very bad idea but you know i went on a walk and then it started raining and then i kept walking and then i kept walking and then like like there's nothing there's nothing new that's like really happening because it's just you just keep doing things it's like and then this and then that like that's such a boring story as opposed to constant conflict being created when you say but so so for example i was walking but then it's iterating so i had to find an umbrella but i'm in the middle of nowhere and don't know where i am so i went to pull up my phone but my phone is dead so i started running and you see what i mean like the story feels more intriguing because and you're instantly adding more conflict and you're instantly finding that conflict much easier by simply saying but so yeah there's a great clip of the south park guy doing this where they have a story written on a whiteboard and they just cross out all of the ends they're like this is how toddlers tell stories wanted you know they came from from school it's like and then and then this happened yeah this and then then miss she gave me this and then this and then i got candy and then this and he's like just cross on all the anne and just trying to replace them with butt and you know but so right so but this i wanted this or i was doing this but then this happened so then i was forced to do this but then i encountered another obstacle so then i tried this other technique and all of a sudden like any story can become interesting just using that like that's probably one of the highest leverage techniques that just changes the interesting of a story another one is stakes do you use stakes in your story i know like you know basically what's on the line why does it matter that you do this i know a short is so so small and lengthy you know you can't build it up in the same way you can build up a movie or a documentary but have you used that or do you play with that idea yeah i love using stakes and the way i see stakes is also like including a why right and usually it with stakes it's either like artificial or just like a personal why but for the most part i usually try to make like real stakes so i kid you or not like we always default to like what what's actually happening in my real life that we can actually include as real stakes so for example in that secret room video it's like the initial why and the initial stakes are you wanna watch youtube your mom's that is your mom's yelling at you saying and you're watching you youtube youtube so you're trying to build a secret room exactly but then by the time you take the sludge hammer to the wall the stakes have action elevated it's like oh my god she's breaking down her herself she better pull this off or else you know now you thought youtube was a problem breaking the wall is gonna make her mom even more math right so you you know the best stories actually increase the stakes over time yes and we want the viewers to be at the edge of their seats all the time like i know this conversation is like primarily on shorts but like even all like my recent long form the stakes were incredibly high where i sold everything my family owns and and the stakes were we're basically like this is what kept the viewer at the edge of their seat where it's i'm selling everything without my family knowing and i'm gonna keep selling bigger and bigger items until they notice but when they do i'm gonna give them all the money i make to prove that cash is better than trash essentially so now like it's like it's a crazy idea stakes her high because her she can get in big trouble with her parents and then it's like you know when is she gonna get caught how far is she gonna get and while i'm saying all this i'm showing clips of like me taking the microwave and a bunch of decor and moving furniture out of the house and like it's like oh my gosh this is like legit like this is crazy right things are getting messy now exactly yeah like the you know even great tv shows breaking bad for example so what's the change he's a high school teacher kind of a push over pretty boring life then he gets diagnosed with cancer he knows he's gonna die and then his family's gonna be left with no money so big stakes all of a sudden okay but he's a high school teacher so where is he gonna get money so he decides to you know deal drugs basically to sell drugs in order to get money but he doesn't know anything about making drugs so he goes and he meets his high school you know form high school student but that guy's a drug eat so he doesn't know anything so this guy takes over and actually creates a proper lab out of it but the the cops come after right that's the story and along the way the stakes get bigger and bigger at first it was he needs a little bit of money then it's oh the the you know the dealer that he's working with tries to to rob them then it's the dea after but then the dea is his brother locked and it just goes on and on and eventually he's running this empire and the states have gotten even bigger now it's life or death and you know he's sitting on millions of dollars and so the stakes escalated which is why a lot of people consider breaking bad one of the greatest shows because it did that so well yeah i wanna recap we started off saying let's build the perfect short we did idea and how you how you could tag the idea to make it take a a meh idea and make it more interesting that we have the hook the first frame how do you grab their attention and get you know eighty percent of people to actually watch versus just swipe away you have foreshadowing which is hinting at what's to come the payoff the promise of what might might come at the end and then you have the retention the storytelling what keeps you hooked or keeps you engaged that sense of progress as the videos going on last thing is the ending so how what's the end of this perfect short that we're creating what what do you how do you think about an ending and how do you what do you do in your ending so i noticed some of them are kind of like abrupt i'm not sure if that's intentional or not yeah so a lot of people on short form content will sometimes not even give a payoff because their retention will be like crazy hikes because it would have no drop offs but at the end of the day there is no viewer satisfaction if you just like don't give a proper payoff so my intention with endings is to keep it as short as possible while giving some sort of payoff even if we have some sort of retention drop because our goal is to ensure your satisfaction so the next time the viewer knows oh she's at least gonna complete the story at the end of the video so not frustrating exactly so we want the payoff to feel so good and the way it's called is peak there's there's a theory called peak n theory where essentially you dictate your emotions or feeling or opinion towards something based on the ending so like just like you would watch a movie you can be bored for the whole thing and then like the last thirty minutes is really good and those thirty minutes will dictate your feelings throughout the entire movie you would say that was the best movie you ever watched even if the first half you hated it right just because the ending is the last thing that you remember so that's why you want the endings to feel intense emotion so just close it off with either strong wholesome or like just a the funniest moment in the entire video and a lot of the times we like to do twist just because they'll have great rewatch ability essentially interesting interesting so that's the that's the proof for short now let's talk about the process so you know you've done some interesting things i i i've heard you talk about getting ideas you're like i got thousands of ideas for shorts you know steal like an artist what does it mean to steal like an artist and and what have you done to to kinda of steal like an artist to generate lots of lots of great ideas yes stealing a an artist is essentially taking inspiration and rather than actually recreating video ideas so for the most part what i mean by that is i i usually steal from like topics or like a different movie techniques as opposed to like taking actual ideas because i don't know i feel little ic doing that well it's still like an artist not still like a yeah frame like yeah still like a thief as you take the exact idea from something directly in your lane and you just copy it yeah exactly you copy word for word frame for frame there's people that are doing that still like an artist i think is you find inspiration from things direct but also indirect adjacent spaces right and then you put your remix on it you have to find a way to add your twist to that same base idea yeah i think i think the the easiest example where i stole like an artist is i'm very inspired by like what mister beast does like he genuinely is like changing people's lives he's feeling philanthropic you know he's making people happy and it's like how could i do that with the jenny h twist and it's quite literally doing what he does but on a budget and that's like the best example just like i when whenever like i want to take inspiration from someone i try to find what's my unique perspective that i can add to it that's great you've also done like build some tools i think you you like scrape i you you scrape data off these platforms so that you're able to analyze a bunch of videos and you're looking for some kind of outlier i would assume or you're looking for something in that data can you describe what you did and and what you look for so you know like like you said my team has built a bunch of tools and the goal for that is to understand our viewer psychology so recently our number one goal is to increase subscriber conversions because we have over a billion views and on the two million subscribers where the average person would have like ten million subscribers so right well okay we would let's increase our subscriber conversions and essentially what we did was we created a tool where we took all my videos and i manually labeled what i did in each of those videos so some of them were labeled as had my family in it other videos were labeled as malicious content sold me prank other were others were labeled as like wholesale etcetera like i just labeled every video every video with any possible thing the video could be about and a bunch of different like things we did for example if i mentioned youtube or if i said subscribe or literally anything that could happened i labeled them manually and then we put them in a graph and a chart to see the subscriber conversions on that specific video to find how i can maximize subscriber conversions and doing something like that we found that i double my conversions when i have my family in the videos and specifically when i'm making wholesome content where i surprised them such as like you know giving my mom a birthday present for example we would have twice the amount of subscriber conversions but then wow because we have these tools actually what what what's interesting though is you know if you don't have this tool the average person would see oh my it'll be like oh my youtube studio they could be like oh you got double the amount of subscribers so you should do that but that's not necessarily the case because what we found was i got double the subscriber conversion but ten x less the views when i do that i actually get my regular conversions when i do malicious content but ten x the views which actually means i'm getting five x more subscribers which in theory means that's actually what's gonna get me more subscribers basically little things like this that we're building tools for to find how we can maximize of views retention viewer satisfaction and etcetera one of the other things that i really liked was when you you described you studying the platform and you're like i will go look at a channel and i look at a short and you know if i see a short that has ten million views that doesn't necessarily mean it's the best concept if the person on average it gets ten million views exactly but if they on average get ten and this video gets thirty it's an outlier concept for their baseline and then you looked at all those outliers to figure out the differences between great ideas versus just normal ideas was that right correct yeah it's it's all relative how did you do that what what did you is that manual did you just go channel by channel and just try to look at their view there the few counts what did you do yeah unfortunately that was all manual so usually the way i find these outliers is by going to trending every single morning every morning i will go on to the trending page and i watch every single trending short that's like your your morning routine yeah and my night nighttime routine because it it's like they change it and my lunch routine i'm always doing that if it's crazy as too once you get used to it you actually don't have to like just for lion training because now my shorts feed is just a bunch of trending shorts because i watch trending every morning a night now when i go on the short feed i find trending like content as well and and then i have a swipe file which is what i actually learned from the books deal like an artist and i have a swipe file that i'll put all these things in if i want to feel like an artist i wanna ask you a couple more questions tactical questions one audience so do you you know there's there's different theories in marketing they're like you need to have a persona or target check it avatar other people who say i'm just baking for me there's other people who say you know you should do a market analysis and find the the biggest market possible and then a psycho graphic analysis what they care about blah blah alright that's you know what what do you do you're you're actually winning what what do what do you do when it comes to audience yeah so i used to have my younger self as my avatars and you know i think you can go pretty far doing that but i realized if i wanna get to a hundred million subscribers like i need to have multiple avatars and now at this point like i don't necessarily talk to one specific person i'm just trying to cater to every audience this just like i guess long story short i used to do all that market analysis but now i don't so yeah so what do you use as the guiding principle now just like kinda what what would anybody what would everybody be it in is that the the different a different question yeah the guiding principle is making content that's intriguing for kids because at the end of the day like that's the biggest audience on youtube while making it mature enough for adults to also watch so you know there's a lot of kids content where people are screaming it's like how do i make kids centered content that isn't screaming and it's a little more like natural yeah like you know pixar did this amazingly right exactly did it made movies at a eight year old and a eighty year old can both go and enjoy and maybe for different reasons but it's one product it's one piece of content that just appeal to such a to totally different age groups exactly that's exactly what i'm trying to do and then it helps having my mom in the videos like i try to have her as much as possible because people can relate to me coming from a young perspective or people also watch us because they see my mom and they're like oh you know i watch the videos because it's like it kinda reminds me of me and my daughter you know it's like it gives a viewer multiple four reasons give me your take on where you think this is all is going so it's amazing that every platform is now short form video it's amazing that people are getting millions and millions you can you've got a video with a hundred million views that number is is bananas but also i think people are trying to figure out how to switch to long form and a lot of people are kind of using their shorts to try to get to that because maybe they sense that the shorts is not building as much loyalty or trust you know the algorithm picks what you see not you going and seeing the people you've chosen to follow necessarily so where do you think this all goes like five years from now what does this look like where do you think the puck is heading or what are your kind of predictions for what you think where you think the value is or what do you think there may some misconceptions other people have take any of that of like where do you think this all is going i'm just curious to hear your i feel like i feel like it's gonna be like the extremes that do well in the sense of like i think either short form content is gonna be continuing to grow or really long form content twenty minutes plus it's gonna consolidate deep or really quick value yes the really deeper really quick quick value like i i don't wanna be in between exactly that that's genuinely like where i think it's gonna go yeah i i think i think social media is gonna kill hollywood honestly so let me ask you about you now so you you're obsessed is that fair to say yes i'm i a very obsessive personality it's scary do you get obsessed about other things this is the first thing you've become obsessive about or did you like get obsessed with some video game before that i'm obsessed i get obsessed with everything it's it's a problem it's a problem or it's a benefit it's it's both it's both yeah and what is your what's your goal with this like i guess you know i people ask me this all time they're like so when people get like a think a million views or ten million views do they get money from that is that the is are you getting rich off this is that the goal with this you're eighteen what do you what do you want out of this what's your goal yeah so i'm basically living to fulfill my childhood dreams so it's funny as it sounds like i started in my youtube channel when i was eight years old like i i am literally living the dream and like i just wanna keep like achieving my childhood goals which is like it's kinda cringe probably to say but like quite frankly like that that that is the goal and ideally like honestly like i really do wanna inspired people to understand the value of money and to not be so spoiled because you know when i was a kid i didn't understand the value of money and i would always ask my family for things and know like my parents being nice like it'll give me these things and it's like it wasn't until i got older when i realized like oh my gosh like they're working so hard to make money and i would be asking for these things like that's not right i don't know like and i and knew wouldn't even need it and i wanna inspire people to to like live a happy fun life without needing that much money which is why like my content is centered around having fun on a low budget see that's interesting because i thought you were saying i wanna inspire people because i'm gonna i wanna be the biggest youtuber and i wanna fire people who you know that you could make it as a youtuber and blah blah blah which you said was very different though you were like your your thing that you do in these videos is about having great experiences either you know giving it a great gift or having a creating a front project or eating your favorite food but without having to spend a ton of money being more resourceful being more source handy being being more sort of self reliant versus you know money reliance and that's kinda cool i didn't realize that that was your goal i mean i'm glad you i'm glad you told me that that makes me kinda think about what you're doing in a different perspective i think it could be a lot bigger if that's the perspective versus i wanna be the biggest star i can beat this totally and it it's kinda tough though because i'm gonna be complete transparent and like i genuinely want to be the next mister beast like i wanna be the female mister beast like over a hundred million subscribers but i still wanna stay true to that message which is gonna be kinda tough this it's like you know mister v spends a lot of money to be where he is can i do that without i don't know right well that's the whole that's your premise that's your whole thing so yeah alright that's that's kind of amazing jenny thanks for doing this thanks for coming on where should people find you and what's the what's the shout what do you wanna what do want people to do from here if you wanna work directly with me feel free to email team at jenny h dot com we can have a one hour consultation call together and i will review your your videos your business you know let's let's blow up on social media love it thank you jenny thanks for doing this yeah no this is so much fun i love this thank you so much for having me i feel like i could rule word i know i could be what i want to from at all in it like a days off on a road less travel never looking back