[00:02] social media that you're being astroturfed? That like you aren't and like the brands and the the topics that show up for you. You just are kind of a participant. Like the media doesn't
[00:15] feel as real as it used to be. Everything just feels like it's just being served to you and you're a lot of times you come across something that you didn't even choose or know about to select. Like if you feel like things are
[00:27] not quite real anymore, this video is for you. Because if you understand this and all of the things I'm going to talk to you about, you're going to understand that content creation is a gamed system now. This is not clickbait. This is
[00:40] actually true. I'm going to go through step-by-step what is happening and how a person and a group of people can propel any influencer to high viewership regardless of content quality. You can be the most uninteresting person ever
[00:55] and you can still get boosted in algorithms. And it it happens by tricking algorithms into featuring them. It's a guaranteed way to gain followers this video, we're going to explain step-by-step how it works. We're going
[01:08] to go through some content that's in this system and I will show you You can promote anybody to the top in the world. It doesn't matter what their content is. What most people think about the creator economy and how it exists
[01:22] are being abused at a very high level. So let's break it down. Let's go through step-by-step how this works. And this image here is absolutely going to be our Bible for this discussion. When we look at this, you're seeing a
[01:35] month-long period. So I want you to note like this is 1 month. This is as of the time of this recording, this is March to April. So just a few days ago. You can see our number one guy here, Clavicular, who you may have heard
[01:47] everywhere. What's going on? I never searched for this dude. What's happening? Has generated over 2.2 billion, with a B, billion views in a billion, with a B, billion views in a single month. He has 69,000
[02:00] That's short-form videos across TikTok, Instagram, and YouTube, and X. 69,000 videos that are all about him. 69,000 videos that are all about him. How is this possible? Well, he has 1,610
[02:14] How is this possible? Well, he has 1,610 paid clippers that are working full-time to put this stuff out on the internet. And likewise, you can see all of these degrees, have the same thing going on. Here's Adin Ross with 812 clippers.
[02:28] He has 11,000 videos that came out this month, accumulated about 714 million views. Now, this is the official clipping and Kick partnership. This is information. This is not guessed upon data. This is like literally the
[02:42] platform that's doing it, showing you how this works. And we're going to break how these guys are tweaking the algorithm for this to work, because it's both fascinating and a little bit terrifying. All right. So, the very
[02:55] once you understand like that this is happening, and that there's like just a happening, and that there's like just a ton of paid clippers that are being paid quite literally to to post these clips everywhere of just various types of
[03:07] The first thing we have to understand is that you start with a central Discord server. Now, there are other ways to do these campaigns, and there are platforms like Vera, which I or or or does the one of those has some association with the
[03:20] Mr. Beast. They operate the same way, but as platforms. But for this video, I we're going to go over is actually just going to be the platforms. So, you can see here, this is the largest clipping server, and you can see that that they
[03:35] once you get into the clipping server, which I think has over like 20 or 30,000 just a few steps away from getting paid for post content. Here's how you get campaigns, and you can go see that you
[03:47] clipping program, which we're going to talk about a little bit later, as it relates to this. So, you can just get paid by joining one of these servers. Like no problem. And here is exactly how these campaigns work step-by-step.
[04:02] Each campaign is going to be one influencer or a podcaster or a brand. Typically, like for the purposes of this video, streamers, but this is this has been done for I I
[04:15] I sat in these Discord servers, the invite-only ones, and as well as like the public ones for the past like 3 weeks before making this video. And it shocked pretty much every major podcaster or like brand that you've
[04:28] Discord servers in the time that I was sitting in them. And clips and specific moments that they want featured as well are also game system. Like there's just everything everybody's just creating
[04:43] whatsoever. How this system works is as follows. We're going to go through it. So, starting with the CPM system and how it works. Um
[04:56] these are all going to be short form mostly. So, this is going to be clips of this person's like long form. So, when I say long form, I mean like a podcaster then these paid clippers will go through, they'll select 50 to 30 sec
[05:11] second videos, 30 to 60 second video parts or like 2-minute parts that they will post those clips on these three platforms. There's a little bit of this campaign is a little bit different, but most of them I've seen focus on these
[05:27] three platforms. The way that you get paid is you have what's called a flat CPM. So, a CPM is just the the amount that you make for 1,000 views. And these will usually be between about
[05:41] 10 cents to 40 cents, but I've seen ones that are as high as about 2 to three dollars. So, um every campaign has a like payout. And
[05:54] you can see, um here Uh just so you can kind of see like how it looks. So, this is a campaign for Caleb Hammer, and you may be seeing a lot of his clips, and this is a separate
[06:07] Discord server that's been created. You can see the payout for Caleb is 75 cents per 1,000 views, that there's a minimum view required for payout, and that there's a payment method, and it shows you the platforms that it wants you to
[06:19] post on Instagram, you can post on Twitter, you can post on X in this case. So, there there's there's an example of like a a pretty prominent podcaster. Um this or it's him, I don't know, right?
[06:32] he's running. So, this is an example of like a single campaign that's being run something that I pulled just a couple of days ago. days ago. Um okay. So, they're offering a flat CPM
[06:45] of 75 cents per 1,000 views, and in this case it's 70 it's going to be 75 cents. dollars. Most of these are like 10 to like 50 cents or so. Um you'll notice on
[06:57] that screenshot that I linked you that there was a minimum view payout threshold. So, what does that mean? That means that um you you you can't have you don't get paid if you don't have
[07:11] 100,000 views. Now, um that's not per clip, though. So, so what if we just like put the payment deal details over here for a second. Um the 100,000 views
[07:24] means the aggregate of you as an individual. So, if you have two or three clips that get Let's say you have three clips that get 30,000 views each, you do not get paid. But if you have three clips that get 30,000 views and then one
[07:37] the whole 100,000. So, so there's just that that's what they mean by minimum payout. So, most of these people are creating for these campaigns they're creating like 50 to 100 different clips across multiple different accounts in
[07:50] order to reach this payment threshold, and then they get paid based on the >> on the CPM that was stated. There are also bounties and bonuses. also bounties and bonuses. So, these show up in a lot of individual
[08:03] clipping campaigns, and you can see here we have a bounty for Pirate Software. Again, I don't know who sponsored this. I'm I'm just showing you what what what's here. So, here's Pirate Software.
[08:16] It says here that he this is a payment of $3,000 per million views, which is a of $3,000 per million views, which is a multiplier, $300 for 100,000 views, and $3,000 for 1 million views. This is an
[08:29] invite-only Discord server. So, this is not associated with the other Discord server that I've shown. This is a a secret Discord server more careful when they're trying to promote individual clips and influencers
[08:41] how this works, but you can't hide from Devin Nash. No, sir. So, this is Pirate Software gives his thoughts on the recent changes to Kick, and he
[08:53] like there's requirements post the image below. All platforms are allowed, so and everything. And then there's like a command associated with it, but this is Software talking about clip Kick, and whoever wanted this promoted is paying
[09:08] there's bounties, and sometimes you get paid quite a bit for those. Now, next, the campaigns usually have a maximum cap. So, we were not seeing that in the in the previous ones that I'm
[09:22] showing you, but often times the campaigns cap at like 10,000 to 20,000 dollars, at which point they shut off. And and to be clear, I don't think that scammy about this. Like you might think, oh, like they cap it at $10,000 and
[09:38] that everybody else that creates clips, like there's a bunch of free clips that looking at the stuff and doing all this research and studying it, there there Like, there's a pretty clear progress bar to indicate when the cap has been
[09:53] from clipping anymore in in most of these cases. I haven't really seen a lot direction. Just to give credit where credit's due, like my my interest is in honest information. I I that's I'm not trying to make a value judgment here. Uh
[10:07] there'll be plenty of that later in the video. And and and just for you to decide. Um so, I I didn't see that here. Uh most of this stuff is is is very well elite operators. And um it seems to be pretty above board
[10:22] in I mean, the the clippers get paid and they get paid a base CPM, which you saw here. And then they also get to keep the RPM, which means like the money the platform itself pays you. So, you get both the
[10:37] which is like the the the the 75 cents per 1,000 that gets paid out through the whatever the YouTube short or the reel actually makes off of the ad revenue just off of the platform. So, this ends up being a pretty good deal for like
[10:51] second and third world people, which are kind of the majority of people that are participating in this system. You you get you can end up probably getting like an RPM of like maybe like a dollar 50 to $2 an hour. And for like
[11:04] that, you know, that's going to probably translate to about like like three or that you put in, you get more. But, for for people in in
[11:16] getting paid by that are getting paid, that can be noting also that although I didn't post payments that I saw, literally all of them are in USDT. So, they're paid via
[11:31] Uh you're paid out via cryptocurrency. I guess in this case this is a PayPal payment, but almost all the campaigns I saw are paid out via USDT, so that's a to the dollar. So, that's notable because I I I think that's very
[11:46] favorable to third like third world and second world countries. Okay. So, um let's take a person like Cluvic Hiller that we were talking about before, and you've got the 2.2 billion views on top of 70,000 clips. Like, how
[12:00] views on top of 70,000 clips. Like, how expensive is this campaign to run? Like, how how crazy are we talking here? Uh well, it's going to be about 31,700 views on average for because we're just taking the 2.2 billion and we're
[12:15] taking the 2.2 billion and we're dividing it by um the 70,000. And you get paid if you aggregate 100,000 views. You don't get paid if your total clips are below that. So, there will be some percentage of
[12:27] people that just don't get paid. But, I I I think the majority do. Um but, let's say that like in a situation just to give you an idea where even like in a a crazy number where like 70% of the views are free, which I I think it's
[12:43] probably closer to like 20% or 30%, the math on it is it would cost 666,371 a month even at $1 CPM just to run
[12:57] Cluvic's campaign alone, not even considering all these other people. So, literally hundreds of thousands, if not millions of dollars, are being spent every month
[13:11] So, who's doing it? Who's paying for this, right? That's That's That to me is because a couple of things, right? Num- number one, um this is There are not like this. We're talking like management of hundreds of people, and
[13:28] like like this is a lead operator marketer stuff. This is not like the streamers, okay? Very few of these streamers are running streamers that are running these campaigns themselves like to lesser
[13:41] degrees. And and I mean you could also just have three people in your Discord campaign like this yourself. But when when I'm talking about these big Discord it's really interesting to see who is actually funding them and what is
[13:54] respect to the streamers, I don't think that most streamers are That's just been my experience being a top talent manager for many years. I I and now I'm an agent on the brand side. I've always I've worked with thousands
[14:09] of influencers. Great great entertainers mostly not the sharpest tools in the shed when it comes to business with a few exceptions. So they're not going to run campaigns like this. Who is running these campaigns? Well, let's go back to
[14:23] our friend Clavicular and see what he says about it. says about it. In this clip. streaming, absolutely. Why do you think you're the fastest growing creator in
[14:38] the world right now? >> I think I have a lot of strategies that are good for viral clipping engagement. I think Kick has helped push me a lot with their clipping budget. So you know, over six figures a month.
[14:53] >> And and that campaign have been going towards pushing me out there to new audiences because on Kick, there's not really a lot of growth, right? There's aren't organically coming across your streams. So they kind of have to
[15:07] platform in other ways. And one of the ways they go about it is with the Kick clipping program where there's like a you know, 20 or 30 dollar CPM and that kind of incentivizes people. >> Here the for the 20 and 30 dollar CPM,
[15:22] that we referred to before. The actual CPMs are much lower, but everything else he said is true. So, that's right. The primary way that all of this is being for it, the platform. So, the streaming platform Kick is quite literally paying
[15:36] for all of this. They are paying to the tune of actually millions of dollars a month to um uh do this. Now, you might say uh why? Uh do they really love their streamers so much that they just want to feature
[15:50] their broadcasters? Um well, I mean, that's like a part of it, but um I that are going on. So, let's talk about um the Kick funnel and what is happening. Now, you may, you astute observer you, you deep analysis person,
[16:06] you may have noticed a particular line right here. Now, this is the public This is the public discord for the clipping. Um like like if you want to start with clipping, you come here. But, what if you want to be one of these Kick
[16:19] quippers? Well, you have to get into the Kick specific program. And there is an application once you have been established to get into that. free place, and then you eventually get into these invite-only places where all
[16:34] into these invite-only places where all of the secrets go. And the invite-only places where all the secrets go are quite interesting, okay? Because um I mean, we can't possibly know what goes on there because they're
[16:47] invite-only, and no one would ever invite me. Or would they? Okay, so um I I did some I did some underground journalism, got into a couple of these servers, and uh you can see here, as the overlay guide,
[17:00] let's read this. Please use the examples below to make sure the Kick logo and watermark placement is correct on all clips. The Kick overlay should always be clearly visible and placed so that it can be properly seen at all times. Make
[17:12] exactly in this guide before submitting. It must stay visible at all times, must sized and placed to fit your clip exactly as shown in this guide. Um some UI stuff here. Follow the examples. Incorrect logo placement may result in
[17:26] important right there. That's kind of the key thing to focus on. If you do not put the Kick logo, as seen right here, onto your clips, you do not get paid. onto your clips, you do not get paid. So, every one of these multiple billions
[17:39] of views has that Kick logo square right into the right right in the bottom for every one of the clippers is doing that. Um that is why Kick is doing this. You
[17:51] If you mess it up, there's no pay whatsoever. Um how are these influencers by Kick being how are these influencers by Kick being chosen? Um I can't figure that out. I I
[18:07] chosen? Um I can't figure that out. I I I've gotten a lot of different people uh kind of like weighing in on that. Nearest I can tell, it's basically who you know at Kick. Now, they like technically offer this program via the
[18:20] Kick partner program, the KPP they call it. They offer it to any Kick partner, if you were a Kick partner, you could probably message somebody, like like want to be in on this." And you could probably do it. And I think to some
[18:33] degree they would feature you. But like what determines that like these people, I I think it's arbitrary. And also just that some of these people have like Clavicular like also just did really well when it comes
[18:46] viewership. It just just just worked. Like he actually helped him go viral, went viral on its own once it got featured everywhere. So, I I I I I I stuff going on with the Kick stuff. And um
[19:01] like I it's it's a it's it's a little bit it's a little bit iffy. So, Kick is quite literally spending millions of dollars, like actually millions of dollars per month, to promote broadcasters and then
[19:14] through the partner program as well and marketing strategy to bring people to kick. So this is a different approach from like like to understand this we've got to
[19:28] kind of go back in time a little bit and we have to understand how twitch the main live streaming website that has most of the viewers right now well but it used to have a lot of the viewers. Their marketing strategy in
[19:41] 2015-ish like like 2012 this started we'll talk strategy. Their marketing strategy was to pay streamers individually to stream on the
[19:56] platform and they got bonuses based on how many viewers they had streamed and like they and like the twitch way of doing this was to offer contracts to streamers for flat rates plus like
[20:13] minimum guarantees and bonuses with the idea of keeping them on the platform. actually doesn't care about if you're like exclusive most of the time or not except for their like very top people. So the marketing strategy that twitch
[20:25] used to use was to pay before they ran out of money and like Amazon basically cut their budget and they're a ghost ship now right but before they basically cut their budget this was how twitch operated. So kick
[20:37] looked at this and kick has said you know what we want to go a different route and they're using a playbook that they used at stake. Stake is the kind of partner company to kick. I I know they
[20:49] don't like that that um they don't like that association but I mean like literally when I was on the podcast with the owner of um uh to me it's like if your executives are
[21:02] are cross-sectional decision makers on on on each like if you're if you're you have an executive of a CMO and the CMO makes decisions for both Stake and both Kick like they're associated companies. That's it. Right? Like and when I talked
[21:15] the owner of Kick who was very charitable to me honestly on the podcast. He was very transparent about that. So so look to me it's like a very playbook. You might have seen this even if you're a pretty savvy social media
[21:27] seeing like Stake logos all over the place across like all social media. That's just this playbook. Right? Like this is people getting paid to post playbook and they and they optimize it and they put it out there for Kick and
[21:41] this has a dual this has like a dual purpose of like one it it blows the streamers up so it like it markets them and number two it um uh it it obviously brings people to the website because 2.2 billion people are
[21:55] like some very small percentage are going to go to Kick and check it out. And this is going to boost their live viewership as well. So like on YouTube stuff the conversions are bad like percentage wise like you you know you
[22:08] might it's like 0.0001%. But it doesn't matter. If you have 2 billion views and like the the aggregate of views of all these people are are are you're going to have some people come to your website. Now look
[22:20] I'm a marketer. Okay? I'm a brand agency owner. I like their perspective like whatever you might think about the ethics of it and you're well within your rights to think about the ethics and the morals of this.
[22:32] just present the information. I got to say though like like from the like what Twitch did which is like okay we've got to grow our website somehow. Like we could pay streamers millions of dollars to stay on on the platform and
[22:46] then we are they making those streamers responsible for their own growth. So all the old all the OGs that got the contracts and got paid on Twitch they all had to solve the growth problem themselves. Like bringing viewers to the
[22:59] website was up to them. But Kick is saying no we are actually going to do people to the website and this is where our marketing budget is going to go. So, dollars because this is a like understanding that this is a ecosystem
[23:12] that feeds them. That's why this exists. Okay, Kick would not be paying this kind build the platform. So, like from the perspective, this is a superior marketing strategy than what Twitch did.
[23:25] growth into their own hands. They're getting views on way They're They're getting way more views. Like when Twitch paid people to put money in were still benefiting the content creator economy and people made a lot of
[23:40] Shroud and made millions of dollars off that kind of stuff. all those top streamers, Pokimane, all those people. Like they they did really contracts, but Twitch was basically paying them uh
[23:52] it's it's it's and then saying you're responsible for we're going to blast ourselves boost these streamers as a as a side effect. So, like from a pure marketing
[24:04] got to look at the hustle. Across a billions and billions of views, it's actually a lot of impressions. So, um I think though that what we need to talk about next is kind of the darker side of
[24:18] it. We We need We need to go over like why exactly this works and like what this might mean for like the future of content and and I think like how this is tricking algorithms and like I think we
[24:31] of the darker side. That kind of stuff being said. So, before we do that, that's right. We've got the secret call out 2440. 2440, please post in the comments down below that you're still here for a deep
[24:46] analysis Devon Nash video. 2440 is the secret call out. I got two things for you guys. Number one, just thank you. Thank you very much for supporting this. Uh, I don't really do this stuff because I'm mostly on the
[24:58] business side, so I don't have anything to like really sell you. But, if you did want to support me, oh my gosh, it would be such an honor. You could go check out my Patreon page. Um, my Patreon page is uh $5. Five
[25:12] >> $5. Where'd it go? We're going to open a new one. It disappeared. It it it's it's shy today. Uh, but uh my Patreon page is $5 and I post a literally ridiculous here how to build an unbeatable workday step by step is the last video. I have
[25:29] that are not on YouTube, they're nowhere else. If you're interested in in how I run businesses, um you can see here that I've got workdays, I got um buying resistance and making better sales. Everything I've ever learned in
[25:43] the business world is here. So, um it's just video after video after video and I um I have a couple of tiers. I've got the $5 one and I that's just all the higher tier if you want to join it, which you can actually talk with me live
[25:57] you're doing with on your business and it's like direct coaching and it's That that would mean a lot to me if you wanted to support the Patreon. Other there's a link down below. It's closed right now, so probably not relevant, but
[26:10] um I do do it. So, that's it. The secret card 2440. Thank you guys for supporting card 2440. Thank you guys for supporting this and let's get on to why this abuses the algorithm and why this works. Section five, um which I think is kind
[26:23] I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I I Uh, this is kind of the meat of it. So, um let's kind of talk about the like first principles logic of like how platforms
[26:36] think about things. And to understand that, this like this used to be different. Like it used to be the kind of Instagram had their own way of doing doing this, and then YouTube kind of just broke the mold and YouTube was
[26:49] figured it out." And and and and then like pretty much everybody copied them. we're going to use that system, but we're going to figure it out for short take 7-60 second videos instead of your 8-50 minute videos, and we're going to
[27:03] make these into um we're going to make these popular." And and and the whole idea of it of of an algorithm is it's it's simply to orient an audience towards videos that they want to see. So, one of the major
[27:15] signals for doing that is and just deciding that content is of people they're talking about. So, think about like um if a news topic, like let's say something like a big presidential thing
[27:29] world, a big volcano erupts or something. Um a wizard comes along and and and erupts a volcano through sheer willpower and intent alone. How do we an algorithm know that that's important? Well, a big part of it is just volume.
[27:44] blow up, and a bunch of people that didn't see the volcano blow up want to talk about the volcano blowing up. And a bunch of analysts who are volcano specialists want to come in and talk about the optics of the volcano blowing
[27:56] lot of volume, right? There's a lot of like suddenly there's just like a bunch information, there's a bunch of different people talking about that form of content. And now the algorithm goes, "Oh, oh, that's important. So, I I I we
[28:09] need to feature that." So, the algorithm says, "Everybody wants to talk about the volcano. I'm going to push the volcano." So, imagine what kind of signal it sends when you have 69,550,000
[28:26] about this guy. The algorithm just goes, "This is the most important person in this guy is wants everybody to talk about him." So, if you like had that experience of like you you just like open anywhere and
[28:38] clavicular. You know, I What is Looks Max? I don't even care about this guy. I never even Googled anything like this. What what is happening? It's because the algorithm is actually getting tricked. Like like I like I promised you, this is
[28:51] not a bait video. Like this is actually a game system. They are uploading so many clips and the volume is so much that it's just telling the algorithm, "Hey, you should talk about this person non-stop. He's blowing
[29:06] up. This is the most important thing in the world." So, what is so crazy about this and this is like the this is the nuttiest thing about this video. Like it's just non-exaggeration that creation isn't about being interesting or
[29:18] engaging anymore. Like like the previous type of content creation where >> [laughter] >> And like I'm not saying that like some have these personalities. It's subjective, right? Like what what is
[29:30] good content and what isn't is like a very subjective thing. But I will tell opinion that a lot of the people on this list are boring as hell. And you might outright just like not like like kind of
[29:43] like some of them are great, but like like like some of them are legitimately just boring as hell. Doesn't matter. Doesn't matter. You have 70,000 clips, It's it's just not going to make a difference what your content is. And
[29:57] that kind of fundamentally undermines like the whole purpose of like what content creation was kind of a voting we think this guy like Mark Rober is interesting. So we're going to like
[30:09] and then everyone's like, "Yay, that video is going to do well." And then videos." And like so the cycle goes. But now the algorithm will just pick up anybody, no matter how uninteresting or how boring at this volume. And it's just
[30:22] it's taught that the sheer volume of posts about the same thing equals that that's important. So, this is what like like this is where we get into kind of the the the dark side of the issue. Wait, you are not even
[30:35] choosing the content that you you watch anymore. The algorithm by volume and literally choosing it for you. It doesn't matter how you participate. It interested or whatever. It doesn't matter. Like you can't you can't not
[30:50] views of clip vehicular. He's coming. You you he's he's coming. And it was some Kick executive that decided that for you, right? Like like like it's it's not the fact that he organically blew up by the
[31:02] vote of the crowd by by engagement by likes by There's an aspect of that, right? Like like there's there's there's a part of that that's true. But he kind of blew up because somebody decided or or or
[31:16] somebody gave a lot of money to somebody and said, "Hey, um we're going to pay 60 we're going to pay for 69,000 views and 2,000 people full-time to just literally spam social media with all this stuff." And that's also why like that that like
[31:33] that what I what I also does is that drives down the um the the quality of the clips as well because if there have already been 51,775 clips submitted and then you watch the
[31:48] 51,776th one, it doesn't have to be interesting content. Like it's your lived experience is you just watch a bad clip. But because the algorithm had 50,000 videos before it, it was just like, "No,
[32:01] you're like, "I don't really like this." And it's like you you do like it. You videos said that that that it's there. You you better like it right now. Here's another one. You don't like that one? TAKE THIS ONE. GOD DAMN IT.
[32:14] LIKE LIKE LEAVE ME ALONE." Like right? Like so we are no longer in social media. Nothing you do is social media. Social media is like you go on Discord the most social media we have now. Like how when's the last time you went on
[32:30] It never happens, right? Like you're talking to the people that and and and you're consuming the topics that the algorithm says that you should consume.
[32:42] stuff that you choose anymore. The the the interest that you have are no longer social. It's not like keeping up with your college buddies. It's it's it's algorithm media. It's it's
[32:56] interest media. I would say is a better word for social media now. Like I I don't think social media is even the proper word for thing. So like you're not even choosing the content you watch anymore, man. It's
[33:09] crazy. So what do we do about it? All right? Like last section. I mean like what to do if there is anything to be done. But just a couple of like observations and commentary from you know your your your your friend the
[33:22] marketer Devon Nash. Um well, we are now in a So so I I read this like it just so happened I I made this post on X before I made this video and like the the post on X as a
[33:37] twitter.com/devonnash. I I post like really long form analysis on stuff there. And like literally the same day this guy came out with like I'm not himself. I think it was just like total coincidence that he came out came out at
[33:51] the same time. Never heard of this dude. Um doesn't even follow me, I guess. But clipping economy and it basically concludes the same thing that I'm telling you right now, which is like man clips are taking over like a lot of the
[34:04] attention economy. There's some very weird stuff in this article. is we we have now moved from like a content economy to like the way that it clips. And there's some stuff in here that's like a little bit questionable
[34:20] see here it says average live viewership versus clip viewership. So you can take a person like Hasan who averages about 33,000 viewers live and then it time for April, he's already gotten 700,000 views on his um
[34:36] on his uh on his content, his long like long and short-form content. This is the person that think they should keep doing work um because they they write interesting
[34:48] write interesting things. Um they're they're probably not in this field in the same way. Um like like so this for example uh is not correct, right? This is a false equivalence because Hasan might have 33,000 viewers
[35:00] at at one given time. So when you go on his stream, you see, "Oh, he has 33,000 viewers." But that represents a snapshot in time. There is in fact like a churn that the end of his stream will actually represent a unique viewership of much,
[35:15] much higher. The number will be way closer to this number. Also, that 33,000 stream. He streams every single day uh for for for for tons of people. So in reality, his like total live streaming exposure, and that's most likely true
[35:28] well. Why why did he have to choose that name? Um the viewership is actually equal. So this is like not a very good representation of this um this concept.
[35:42] this. This is kind of like a critical mistake with this article, but the uh the the the fund the foundation of it, which is like the clip economy is big and it's being gamed, that's good. And I and I and I think that's true. Um
[35:57] and uh I I think like a much better way to sort of interpret this is just to see "Okay, well these are like all the views that just Kick is doing." That that that that just Kick is doing." That that that that show how much of of like your
[36:10] social media experience, your interest media experience, is being dictated by media experience, is being dictated by this. So um I do agree that we're in a this. So um I do agree that we're in a clipping economy. And in my post on X, I
[36:23] I ended up saying at the end like my conclusion here conclusion here was um straight up, like wherever you stand on it, streaming,
[36:35] creation in general is just a much more gamed ecosystem now, and it will remain this behavior cuz it hijacks the algorithm kind of perceives um like importance.
[36:48] individual employees at these companies like ban the the the the individual people, but it'd be like very weird and like very hard to do. So there's no So like streaming as relates to Kick and it's just kind of a gamed ecosystem.
[37:01] Like there will be very few broadcasters that come up in the next few years that notably there are broadcasters that are coming up not utilizing it. I I I think the the video that I did before this, which was an analysis on the Burnt
[37:14] Peanut. And the Burnt Peanut is a person who is to my knowledge not using that clipping service yet. Um he's either he's doing a couple other tricks. Not like For example, he has a 24/7 stream online, so he hosts the 24/7 stream when
[37:27] he goes offline. The the the 24/7 stream then hosts him when he goes online. So his agency. They're they're they're they're real smart guys. And um a lot of churn viewers so that the AFK viewers like sit like sit at the bottom of that
[37:43] stream and then they they kind of continuously rehost themselves. So you that still counts as a viewer, right? Cuz he just left his computer on or there's a little bit of that, but like Burnt Peanut isn't giving that system
[37:55] Twitch right now. So it it's like there are people that can still come up by not utilizing this, but it's like you like it's like climbing up a mountain of ice there's like some guy that might be able to like dig his hands in and just like
[38:09] you're going to have to utilize this system to to be competitive, which kind of sucks, I think. I mean, that that's um that's uh that's kind of iffy. Um about like overall concepts. So we're now in the clipping economy. That was
[38:24] like number one. We are now in the clipping economy. And like for that, I And I think it's going to stay that way for the foreseeable future. for the foreseeable future. Now somebody in my comments, you smart
[38:37] guy you, mentioned that it is possible that LLMs get advanced enough that they And then as a result, they're kind of added into algorithms and they suppress to differentiate between like an actual
[38:50] just by the way this works. But that's a cool concept. That that that that's kind of a cool idea. Um next thing I think in term in terms of section is um you know, live viewership in general when it comes to streaming
[39:02] like just doesn't really matter. Um it's like like the long form stuff is just more of a way to to to get content to do clips these days. Uh most people follow everything through short form. So if you have heard of a of a broadcaster like
[39:15] like some kind of clip of him rather than like watch his live stream. I don't think that real brand power comes from like live viewership. And for that like live viewership. And for that matter, I I I also think that
[39:29] brand power doesn't really come from short form either. So um I think most of these people on this list are going to be people that we don't care about in 2 years. I I like the the difference is going to be the
[39:44] people that are creating authentic long form content. Like whatever you think about Asmongold, um and I'm not here to pass a value judgment on anyone. I just just want to I want to like champion
[39:58] everybody. I want to like like be the the like at the at the highest levels anything, okay? For for the most part. Um so from a pure marketing perspective, Asmongold, and this dude is like consistently hitting seven to eight long
[40:15] form 20-minute videos every single day. Plus, he's part of the clipping system. Okay, so like in terms of brand authenticity, like we're going to be hearing from Asmongold. He's right here,
[40:29] by the way. He's got the 66 clippers, 2,000 videos, and 70 million views, just his own views on his long-form content, but yeah. Like um I think we're this who have set up like a long-form strategy on their own media
[40:44] Asmongold like I mean from a marketing standpoint, I think he's one of the most impressive people out there. Like like like he he's he's really understands the system or his team does. I think he's a smart guy though. Um and he knows like
[40:58] not only how to address different topics and and and and communicate them, but he also knows how to create long-form content. Like you literally almost can't get through a single day of his content. Like like
[41:10] minutes like you'd have to be watching this guy all day every day to consume everything he posts out in a week. So, this in a day, excuse me. So, this kind of thing is going to last. I think a lot of these sort of like short-form videos
[41:23] fizzle out. People be like, "Okay, like I get it. Like this guy's like like kind of the talk of the town." And then you get you kind of get your 15 minutes and um you peace out. It's kind of over. Okay. Like like um it it it it for most
[41:36] going to stick around. Um for the people that are doing authentic long-form thinking through their marketing plan and their brand power and they have like unique message, more so I think they'll be around.
[41:48] Um in terms of the ethics and morality of this, I I I I Uh the the the first one's going to be the one that I think most people have, which is um this is astroturfing content
[42:01] ecosystems. Um I I think that's a perfectly fine way >> Like like like um it it because it is very true that like a content creator very true that like a content creator that is interesting um but but by like
[42:15] people would look at them and think about it. Like like oh, that person is interesting, right? Will will just get blown out by the massive trumpet that is 60,000 clips from a totally uninteresting person or 10,000 or
[42:28] influencer is, right? And that influencer by virtue of the fact that they have a paid system behind them that is that is generating all this of the algorithm in all the ways that we explained in this video. And it's
[42:43] you're just kind of creating like a false campaign that's like not really look at the ecosystem and say we are we are worse for this being the case. And And I like I try to stay out of the like the
[42:58] towards that direction than I would the next opinion, which is like well, it's to drive viewers, especially like for Kick to drive viewers to itself. Okay, like I I I can see that from the perspective
[43:13] of a marketer. That again, like this is a superior campaign to run and like were I at the top of a platform like Kick and making decisions like this, I would probably make the same decisions to market my platform out
[43:25] content creator ecosystem, who knows, you know? So so so or maybe I wouldn't. them and and I I understand it from that marketing perspective. Okay, but then I like here's a really interesting point. And this is from from from Nick Polom,
[43:42] uses his full name, NMP. He's a live streamer on Twitch and he he posted something that I I just like I I wanted to include in this video cuz I I just didn't think about it. I was like oh, this is actually huge. So
[43:55] of these clippers and them getting paid to do so, aren't these many hashtag ads? that says that if you've paid for somebody to to content, uh that needs to be an ad. Like, you need to disclose that's an ad. So, do they not need to
[44:10] that's a federal requirement in the United States of America, but you've got hashtag ads for any kind of like sponsorship stuff. I I do um so so my job outside of um making these videos, and this this is just fun, right? Um my
[44:23] job is to uh I support brands, I work for brands, and I build them big influencer campaigns, and I pay influencers to um to to to talk about these brands have, and we get we make the brands a lot of money. But, we have
[44:36] those videos that we do because they're sponsored videos, and the FTC guidelines require us to um communicate that. Uh so, Nick kind of brought up like which is like, why aren't all of these paid clippers required to do that? And
[44:49] operating like a gray hat area of marketing right now, where it's this is just not being considered. So, this is kind of a big deal, right? Like like if the eye of Sauron were to turn on this, and like like, you know what's
[45:02] interesting is like, I mean, like Trump just did an ad with the UFC, and the UFC sponsored by Stake, so like, what point does the government like kind of be like, is this what are we doing here, right?
[45:14] somebody might like like report this or something, like it could get different than let's say McDonald's paying me to tweet about their burgers. thanks, like I'm going to put this in the video because honestly like like to
[45:27] me, I mean, like you would need somebody to legally sort this out, but to me, you're paying for an ad for your stream because you're you're you're quite literally paying a paid clipper. The clipper is getting paid to promote your
[45:41] that. I mean, that's like kind of textbook definition of an ad to me. I think that's the same thing as a hashtag ad. That would need to be sorted out in not well that that's not going to be needed on yet. Like, we don't know. But,
[45:53] what we do know is that like for influencer-based content, sponsored by brands directly or things like that, um you got to you got to you thousands of influencers every month. So, um, it's interesting. It's just just
[46:07] wanted to include. Um, I think it's a real important point. Um, couple of last points that we've got here. Um,
[46:20] that that I that I I think are interesting. And and and and and content creation is not what it used to be. remain that way, I think. I Because again, there's no way to police this
[46:35] And live streaming especially is now like a totally rigged game cuz there is 10-viewer, 15-viewer person and you're not utilizing these strategies and like talk to like there are a lot of small content creators that watch this
[46:49] okay? Like you could go get a couple of your friends together. You could go get two or three people and you could go make some clips, um, post them on accounts and see how they do. You Will you get 2 billion views and will you be
[47:02] Kwebbelkop? No, but will you meaningfully increase the amount of viewership and exposure you have relative to your own work that you put don't want anybody to lose hope because you you could you could definitely, um,
[47:17] miniaturized version of this. But but certainly like in terms of like if you want to go up there and be like the top percentage of people, it is a rigged game now. And content creation in general like across like a lot of social
[47:30] media platforms is going this way because of services like we talked about, these Discord servers and things like that. Um, and however that makes you feel, I mean like you are within your right to feel it. For me
[47:42] personally, like you know, I don't like to get involved these days in this stuff as far as like my personal opinion. Two reasons for that. One, I'm out of the game. Like I I like like I I for brands. So, my interest is in like interesting
[47:57] marketing stuff and interesting advertising stuff. My job is to educate. two, I just want people to make their own decisions. I don't like the idea of anything like that. But if you must know like where I kind of stand on it,
[48:11] obviously, I'm like the old man like shaking his fist at the clouds like, "Do interesting?" And like I feel a little bit of that. Um but I also acknowledge like this is the ecosystem that we're in. Um I'm just
[48:25] glad that I could be here and post videos like this because this took a lot >> This this This This took me several weeks to figure out these individual data points right uh to
[48:40] this video and this this this this deep dive, quite literally, was as making it because ultimately, I just love marketing and how this stuff works. check out the Patreon, throw five bucks at it, go check out my other videos and
[48:53] the stuff for free on YouTube. Whatever you got to do, whatever you want to do, honestly. Thank you, everybody. We will see you again next time for whatever then, goodbye.