Ryan Hashemi, Founder and CEO of Snowball, shares his journey from making YouTube videos in high school to leading an agency focused on compelling content. He discusses the pitfalls of unwatchable, overly promotional videos that brands often produce. Hashemi highlights the importance of authenticity, engaging storytelling, and understanding audience needs to elevate branding. He also emphasizes the shift towards genuine content over traditional marketing, citing successful examples like Red Bull and Mr. Beast, and offers practical tips for mastering YouTube engagement.
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volunteer_activism ADVICE
Find Your Starving Crowd First
Use a 'starving crowd' exercise: identify the audience with an acute unmet need before creating content.
Build formats that directly scratch that itch to attract an initial loyal audience.
question_answer ANECDOTE
Pitching Whoop: Packaging Over Podcasting
Ryan pitched Whoop and found their podcast lacked effective packaging and formats for YouTube.
He recommended show formats that embody product uniqueness instead of thinly veiled ads.
insights INSIGHT
Brand Content Is A Differentiation Moat
Few brands invest in making original, organic YouTube content even though it builds long-term brand affinity.
That scarcity creates a major opportunity for brands that commit to entertaining, watchable shows.
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Ryan Hashemi started making Youtube videos in high school in the early days. He quickly learned the difference between "watchable" and "unwatchable content."
A majority of unwatchable videos these days are made by brands with good intentions but piss-poor taste. What do these videos look like?
They come in a variety of shapes and sizes but these boring videos are basically thinly veiled advertising that brands like to pump out in the name of building an audience.
Hashemi now runs an agency called Snowball that helps brands and people with personal brands find the right mix of art & science to create hit shows that create influence, lead to sales and much more.
If you're even the slightest bit in charge of a brand, I believe you'll love this value-packed episode and will to learn how to build your brand with video content in this episode of Behind the Brand with Bryan Elliott.
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