Ep# 13 | WTF does it take to Build Influence Today? Nikhil w/ Nuseir, Tanmay, Prajakta & Ranveer

1. 0:00 – 2:00

   Getting Started

   1. NKNikhil Kamath0:00

      Give me one unique hack each to a twenty-year-old boy or girl who wants to become a creator. [upbeat music] Are we rolling?

   2. RARanveer Allahbadia0:28

      We have been rolling.

   3. PKPrajakta Koli0:28

      I feel like we've been rolling for a while.

   4. NKNikhil Kamath0:30

      Yeah. Yeah. [upbeat music] Okay, hi, guys.

   5. PKPrajakta Koli0:37

      Hello.

   6. NKNikhil Kamath0:37

      Thank you. Uh, lovely to meet you for the first time.

   7. PKPrajakta Koli0:40

      Lovely to meet you. Thank you for having me.

   8. RARanveer Allahbadia0:42

      Say that to us also? [chuckles]

   9. NKNikhil Kamath0:43

      No, I can't say it to these guys because I know them too well. They're all, uh, brothers from a long time, in different ways. I know more about them-

   10. RARanveer Allahbadia0:53

       So if I'm a brother, do I get part of the inheritance? [laughing]

   11. NKNikhil Kamath0:55

       [laughing] I have no kids, dude.

   12. RARanveer Allahbadia0:58

       I just don't know. [laughing]

   13. NYNuseir Yassin1:00

       Bro, there's no inheritance. He's giving it all away. Did you not hear?

   14. RARanveer Allahbadia1:03

       Uh, okay. I'm, I'm Nikhil, Nitin, and Nitesh. I'm Nitesh, actually.

   15. PKPrajakta Koli1:06

       [laughing]

   16. NKNikhil Kamath1:07

       But that's assuming you would live longer than I.

   17. RARanveer Allahbadia1:10

       No, even, uh, "...", you know? [laughing]

   18. NYNuseir Yassin1:15

       Oh, is this the kind of podcast we're gonna have today?

   19. NKNikhil Kamath1:16

       Yeah.

   20. RARanveer Allahbadia1:17

       Just, like, have fun.

   21. NYNuseir Yassin1:17

       One with no English language? [laughing]

   22. NKNikhil Kamath1:20

       Oh! No, no, we'll keep it English.

   23. NYNuseir Yassin1:22

       [laughing]

   24. NKNikhil Kamath1:23

       No, but you guys are the pros at this. I'm the newbie. I do this one night a month. I'm trying to learn how you do this, so teach me along the way.

   25. RARanveer Allahbadia1:31

       Oh, says the guy who uploaded number one on Spotify this week. [laughing]

   26. NYNuseir Yassin1:35

       [laughing]

   27. NKNikhil Kamath1:35

       WTF. But also, Nas, because these guys have, uh, watched it, maybe. Uh, it's a conversation between-

   28. NYNuseir Yassin1:42

       I've, I've, I've watched two.

   29. NKNikhil Kamath1:44

       Okay. It's a conversation between all of us. So it's not me asking questions, it's not you answering, so we can all talk. Typically, we begin by saying a bit about ourselves, and because I know you guys, this is gonna be fun. [laughing]

   30. RARanveer Allahbadia1:58

       Yeah. [laughing]
2. 2:00 – 5:40

   Prajakta's Introduction: How she started content creation

   1. NKNikhil Kamath2:00

      uh, Prajakta?

   2. PKPrajakta Koli2:01

      Oh! Okay. Yeah, hi. Do I say it to everybody?

   3. NKNikhil Kamath2:05

      Yeah.

   4. NYNuseir Yassin2:05

      Yeah.

   5. PKPrajakta Koli2:06

      Oh, then it's awkward. [laughing] But, uh, I'm Prajakta. I'm a content creator, actor now, from Mumbai, India, and I started creating content, uh, in twenty fifteen. And I've been doing it for close to nine years now. And, um, I kind of also branched out into acting a little bit in twenty nineteen.

   6. NKNikhil Kamath2:25

      Why did you first begin creating content?

   7. PKPrajakta Koli2:28

      Um, because I failed at the one dream that I had. I wanted to be a radio jockey ever since I was eleven.

   8. NKNikhil Kamath2:34

      Failed, meaning?

   9. PKPrajakta Koli2:34

      I, I became a radio jockey, and the show didn't work, and I got fired.

   10. NKNikhil Kamath2:38

       Ah.

   11. PKPrajakta Koli2:38

       And I also heard myself, so I get it. So when I started doing radio, it was fun for the first, I think, couple of months, and then later it just got... Like, it was nothing like I'd imagined it would be. So it was quite disappointing. And, uh, that's when I met Sudeep from One Digital, and he was like, "You should ma- have a YouTube channel. You should create content." And I didn't know what that meant, so... And I was very unhappy as a radio intern. So I was like: You know what? I'm just going to try content. And that-

   12. NKNikhil Kamath3:01

       In Bombay, ten years ago?

   13. PKPrajakta Koli3:02

       In Mumbai, yeah. And, uh, it just started like that. I had absolutely no dreams or no, uh, kind of way forward, or any idea about what I was doing.

   14. NKNikhil Kamath3:11

       All of you guys have done influencing for so long. You know what is one thing which is so stuck? Like, the way your voice has influenced-

   15. NYNuseir Yassin3:19

       I'm so sorry, one second, I have to stop you. There's no such thing as influencing. [chuckles]

   16. NKNikhil Kamath3:22

       What do you call it?

   17. NYNuseir Yassin3:23

       No one here has done any influencing.

   18. NKNikhil Kamath3:24

       What do I call it?

   19. NYNuseir Yassin3:24

       Influencers are the fathers, the doctors-

   20. NKNikhil Kamath3:26

       Uh-huh

   21. NYNuseir Yassin3:26

       ... the mothers, the teachers.

   22. NKNikhil Kamath3:27

       Uh.

   23. NYNuseir Yassin3:27

       They influence children.

   24. NKNikhil Kamath3:29

       Uh.

   25. NYNuseir Yassin3:29

       We've done creating of to- content. We created content, and it has impacted people. But influencer is a term. It's like Bom- Mumbai, Bombay. Influencer as a term is, like, slightly self-obsessed, no?

   26. NKNikhil Kamath3:43

       Mm-hmm.

   27. NYNuseir Yassin3:43

       What do you guys think? Good.

   28. PKPrajakta Koli3:45

       I never related to that term, honestly.

   29. RARanveer Allahbadia3:47

       Prajakta, actually, I'll... I want to add, uh, Prajakta was o- one of the earlier generations on, on YouTube.

   30. NKNikhil Kamath3:53

       Mm-hmm.
3. 5:40 – 7:40

   Role of Youtube in her career

   1. PKPrajakta Koli5:40

      YouTube had a huge role to play in that.

   2. RARanveer Allahbadia5:42

      Mm.

   3. PKPrajakta Koli5:43

      Um, I... twenty nineteen is when, um, YouTube kind of reached out to me for this program called Creators for Change. Twenty eighteen. And, uh, they were like: Do you want to... So they pick a few creators from across the world, and they put, like, a band of us together, and they're like, "Make videos for this program called Creators for Change." And every year they have different, um, themes. In twenty nineteen... In twenty eighteen is when they reached out for the first time, and then twenty nineteen was the second year.... and that's when, um, there was this documentary that they were making with, uh, Michelle Obama for girls' education, and they reached out to me for that. And I think that was my first kind of step up from what I was doing back home, and that kind of opened a lot of doors for me. Uh, so YouTube has been a huge cheerleader in my journey, beyond just doing the content that I was natively doing on my channel, just putting me out there, giving me a platform to speak about things. And, um, then I happened to meet Nikhil Taneja, who kind of put me in touch with Goalkeepers. Uh, so that's how that started. The UNDP kind of came in through both these channels, so it, it kind of went into a whole domino effect once the first Creators for Change video went out. And, um, yeah, so th- that's how, that's how it began.

   4. NKNikhil Kamath6:58

      And when did you blow up and all of that? 2018, 2017?

   5. PKPrajakta Koli7:01

      My first video actually went viral... So I started in twenty- Feb of 2015, and the first video that really, really blew up was in the July of that year, quickly-

   6. NKNikhil Kamath7:11

      What was it about?

   7. PKPrajakta Koli7:12

      [chuckles] It was a video called, uh, Words Delhiites Use.

   8. NKNikhil Kamath7:15

      Mm.

   9. PKPrajakta Koli7:15

      I heard a lot of Delhi go in that video.

   10. NKNikhil Kamath7:18

       Mm.

   11. PKPrajakta Koli7:18

       Uh, but it kind of, like, blew up. And, uh, then it's just been like a rollercoaster. Like, it was-

   12. NKNikhil Kamath7:25

       Mm

   13. PKPrajakta Koli7:25

       ... not one week was like another for a very, very long time.

   14. NKNikhil Kamath7:28

       Mm. Very cool. And now, what are you looking forward to?

   15. PKPrajakta Koli7:32

       Um, I'm looking forward to more acting.

   16. NKNikhil Kamath7:35

       Mm.

   17. PKPrajakta Koli7:36

       I'm looking... I'm writing.

   18. NKNikhil Kamath7:37

       Mm. Is that a natural transition, creator,

4. 7:40 – 15:00

   Status and hierarchy in Content Creation and OTT World

   1. NKNikhil Kamath7:40

      distribution, acting?

   2. PKPrajakta Koli7:42

      It wasn't planned.

   3. NKNikhil Kamath7:44

      Mm.

   4. PKPrajakta Koli7:44

      I was very surprised when it started coming my way. I, because I didn't... When I started making content, I didn't, I d- I don't think any of us thought that these avenues were actually even possible, um, for us.

   5. NKNikhil Kamath7:53

      Mm-hmm.

   6. PKPrajakta Koli7:54

      So I was very surprised with it. I've always loved acting-

   7. NKNikhil Kamath7:57

      Mm-hmm

   8. PKPrajakta Koli7:57

      ... uh, and I missed it after I quit theatre.

   9. NKNikhil Kamath7:59

      Mm-hmm.

   10. PKPrajakta Koli7:59

       Um, so when it came, I was like, "Okay, I'm gonna give it a try."

   11. NKNikhil Kamath8:02

       Mm-hmm.

   12. PKPrajakta Koli8:02

       But it wasn't conscious, no.

   13. NKNikhil Kamath8:03

       Mm.

   14. PKPrajakta Koli8:04

       It just kind of happened.

   15. NKNikhil Kamath8:05

       Is there a hierarchy in that world? Like, I know there is a hierarchy between TV actors and large screen actors. Uh, when an influencer comes into that world, uh, is it tougher? Like, are you treated the same as an actor actor?

   16. PKPrajakta Koli8:22

       Um, I feel like I also happen to be very fortunate to become an actor at a time when it's, mm, when the lines are slightly blurrier than they were before. I feel like OTT really opened it up for actors, where now if you see... Like, for example, seeing what a Karishma Tanna is doing or what a Harman Baweja is doing, like, it was, it's just crazy seeing them. Uh, because now suddenly I don't think that, I don't think that hierarchy is there where, you know, if you're a TV actor, you won't get cast because-

   17. NKNikhil Kamath8:50

       Mm

   18. PKPrajakta Koli8:50

       ... TV, film, theatre-

   19. NKNikhil Kamath8:52

       No, I, I-

   20. PKPrajakta Koli8:52

       Everybody's doing OTT.

   21. NKNikhil Kamath8:53

       I don't mean from a casting lens-

   22. PKPrajakta Koli8:54

       Ah, okay

   23. NKNikhil Kamath8:55

       ... but from a societal-

   24. TBTanmay Bhat8:57

       Perception

   25. NKNikhil Kamath8:57

       ... hierarchy perception lens. [chuckles]

   26. TBTanmay Bhat8:59

       I think there is. Unfortunately, there is. There's even, there's even, uh, classism between platforms.

   27. NKNikhil Kamath9:06

       Mm-hmm.

   28. TBTanmay Bhat9:06

       If we are a TikToker, a Facebooker, a YouTuber, or an Instagrammer, it's like YouTuber is like Class One citizen, then Instagrammer, then, then TikToker, then Facebooker. [laughing]

   29. NKNikhil Kamath9:16

       Is that true?

   30. TBTanmay Bhat9:17

       Yeah, that... I agree. Do you agree with the classism?
5. 15:00 – 21:18

   Is Content Creation as a long term career?

   1. RARanveer Allahbadia15:00

      this now.

   2. NKNikhil Kamath15:00

      Oh, wow!

   3. RARanveer Allahbadia15:01

      Yeah.

   4. NKNikhil Kamath15:01

      Bro, get out.

   5. RARanveer Allahbadia15:03

      [laughing]

   6. NKNikhil Kamath15:03

      Please get out. [laughing]

   7. PKPrajakta Koli15:05

      [laughing]

   8. NYNuseir Yassin15:05

      [laughing]

   9. NKNikhil Kamath15:05

      It's mentally hard.

   10. RARanveer Allahbadia15:07

       It's, it's, it's horrible in some ways-

   11. NKNikhil Kamath15:09

       Yeah

   12. RARanveer Allahbadia15:09

       ... uh, but it's also beautiful in some ways because I think over the course of my 20s, my priorities have changed a lot, and I'm really enjoying the work I do because it's truly not feeling like work. It does feel like spending a lot of hours creating that many podcasts and that much content, but, uh, I think I've started craving heartfelt messages and im- an impact on people's lives much more than I craved money and numbers and growth in my 20s. But I get to say that because I have the luxury-

   13. NYNuseir Yassin15:39

       Entrepreneurship is not money, and that's the biggest surprise.

   14. RARanveer Allahbadia15:42

       Yeah. I, I also have the luxury of having really active co-founders who are growing the businesses and allowing me to just chase the content creation game because of the distribution thing you said earlier-

   15. NKNikhil Kamath15:52

       Mm

   16. RARanveer Allahbadia15:52

       ... which is that-

   17. PKPrajakta Koli15:53

       And what... Sorry, yeah, sorry.

   18. RARanveer Allahbadia15:54

       Uh, ba- the easier way of saying that is, if you're more famous, you reach out to more people. You can sell your product to more people eventually, which we're seeing with all the businesses that are being built out anyway.

   19. NYNuseir Yassin16:04

       Yeah, but I'm gonna say something controversial.

   20. RARanveer Allahbadia16:06

       Sure.

   21. NYNuseir Yassin16:06

       That at some point, you will not get more famous. At some point, you will saturate every single person in India that could potentially like you.

   22. RARanveer Allahbadia16:12

       Yeah.

   23. NYNuseir Yassin16:12

       Then you'll have this amazing and sad decline.

   24. RARanveer Allahbadia16:16

       Uh-huh.

   25. NYNuseir Yassin16:16

       And then the platforms wanna show a different face, a different podcast, a different name, and then, ah, what do you do then?

   26. RARanveer Allahbadia16:22

       So I mean, I try [laughing] I- I'm sorry-

   27. NYNuseir Yassin16:25

       You host fun at parties? [laughing]

   28. PKPrajakta Koli16:28

       [laughing] See, that is why I had a drink when I saw him. [laughing]

   29. NKNikhil Kamath16:31

       [laughing]

   30. RARanveer Allahbadia16:32

       [laughing]
6. 21:18 – 25:56

   Tanmay's journey

   1. NKNikhil Kamath21:18

      been a content creator?

   2. TBTanmay Bhat21:20

      Since 2000 and... So I began by doing stand-up, which is technically content creation. That was 2009, is when I started doing stand-up.

   3. NKNikhil Kamath21:27

      So you've done 14 years.

   4. NYNuseir Yassin21:28

      Wow.

   5. TBTanmay Bhat21:28

      Yeah.

   6. NKNikhil Kamath21:29

      Wow.

   7. TBTanmay Bhat21:29

      14, 14 years, and before that-

   8. NYNuseir Yassin21:31

      That's different iterations, different formats.

   9. TBTanmay Bhat21:33

      Different formats. Actually, before that, I was writing for television.

   10. NKNikhil Kamath21:36

       Mm.

   11. TBTanmay Bhat21:36

       So I started by writing comedy first, then I started performing comedy, then I did YouTube, and then I started doing... I started doing eve- everything else.

   12. NYNuseir Yassin21:46

       I was one of the first 20,000 people who followed AIB on Facebook.

   13. TBTanmay Bhat21:50

       Oh, really?

   14. NYNuseir Yassin21:50

       For the AIB podcast.

   15. TBTanmay Bhat21:52

       Wow.

   16. NKNikhil Kamath21:52

       Okay, but you guys should now introduce yourselves, 'cause I know you guys, but-

   17. NYNuseir Yassin21:56

       Mm

   18. NKNikhil Kamath21:57

       ... people will want to know. Uh, Tanmay?

   19. TBTanmay Bhat21:59

       Um, I've introduced myself on this podcast, like, four times now. [laughing]

   20. NYNuseir Yassin22:02

       [laughing]

   21. NKNikhil Kamath22:02

       Actually, yeah. Tanmay is like the OG.

   22. TBTanmay Bhat22:04

       I've been around.

   23. NKNikhil Kamath22:05

       He's like the co-founder of this podcast. [laughing]

   24. NYNuseir Yassin22:07

       He's the co-founder of, like, 20 companies, too. [laughing]

   25. NKNikhil Kamath22:09

       Yeah. Everyone I meet in Bangalore now is like, "Tanmay is my co-founder." [laughing]

   26. TBTanmay Bhat22:13

       [laughing]

   27. NYNuseir Yassin22:13

       [laughing]

   28. NKNikhil Kamath22:13

       He's taking over Bangalore.

   29. NYNuseir Yassin22:15

       Are you franchising the founder? [laughing]

   30. NKNikhil Kamath22:17

       Yeah.
7. 25:56 – 29:00

   How is Ranveer in real life?

   1. TBTanmay Bhat25:56

      annoyingly positive all the time," et cetera, et cetera, I'm like: You guys don't even know the real-life version of him.

   2. SPSpeaker26:01

      [laughing] He worse.

   3. TBTanmay Bhat26:02

      He's five times more annoying in person, wants to meet you, give you a hug, kiss you on the cheek.

   4. SPSpeaker26:06

      Yeah.

   5. TBTanmay Bhat26:07

      So frustrating.

   6. NKNikhil Kamath26:08

      You know, when I was younger, my mum would watch, uh, Kasauti Zindagi Ki and Kyunki Saas Bhi Kabhi Bahu Thi.

   7. SPSpeaker26:14

      Saas Bhi Kabhi Bahu Thi. Thank you.

   8. NKNikhil Kamath26:15

      So I have seen a few versions of Mihir-

   9. TBTanmay Bhat26:18

      Mm.

   10. NKNikhil Kamath26:18

       ... a few versions of Tulsi-

   11. TBTanmay Bhat26:20

       [laughing]

   12. NKNikhil Kamath26:21

       ... Ganga, like, all the characters. I rem- remember them vaguely.

   13. TBTanmay Bhat26:24

       Mm.

   14. NKNikhil Kamath26:25

       Ranveer would make such a good Mihir.

   15. SPSpeaker26:27

       Mihir?

   16. TBTanmay Bhat26:28

       Ah. [laughing]

   17. SPSpeaker26:28

       Oh, my God, that is so true!

   18. NKNikhil Kamath26:31

       He's like-

   19. SPSpeaker26:31

       That is so true. Sorry, I got too excited.

   20. NKNikhil Kamath26:32

       He's like the dream son-in-law.

   21. SPSpeaker26:34

       Mm.

   22. RARanveer Allahbadia26:34

       You, you guys are my friends. I'm friends with all of you at this table.

   23. NKNikhil Kamath26:37

       Mm.

   24. RARanveer Allahbadia26:37

       My friends know this about me, but for some reason, there's a playboy image that's spread that's really not me, dude. I wanna get married. I wanna have kids. I wanna impress my mother-in-law. That's what I really wanna do.

   25. TBTanmay Bhat26:49

       How is he as a playboy?

   26. NKNikhil Kamath26:50

       Yeah, nor do I.

   27. SPSpeaker26:51

       Neither-

   28. RARanveer Allahbadia26:51

       My friends don't, but apparently, that's become, uh, an, an image.

   29. NKNikhil Kamath26:56

       I see Tanmay as the playboy.

   30. SPSpeaker26:57

       Have you been watching soap a lot?
8. 29:00 – 32:22

   How is it like hanging out with Tanmay?

   1. RARanveer Allahbadia29:00

      Tanmay so intimately-

   2. TBTanmay Bhat29:01

      Yeah

   3. RARanveer Allahbadia29:01

      ... because I have-- my first job in life, before I started content creation-

   4. NKNikhil Kamath29:05

      Mm

   5. RARanveer Allahbadia29:06

      ... I was a fitness trainer.

   6. NKNikhil Kamath29:07

      Mm.

   7. RARanveer Allahbadia29:08

      Like, right after college.

   8. TBTanmay Bhat29:08

      Yeah, I'll tell you the story. Ranveer and I started speaking because Ranveer used to send me drunk texts on Facebook Messenger.

   9. NKNikhil Kamath29:14

      [laughing]

   10. SPSpeaker29:14

       What?

   11. TBTanmay Bhat29:14

       He would send me... He would get drunk, and he would text me saying, "Bro, I just love you so much. I just wanna, I just wanna lift weights with you, bro."

   12. SPSpeaker29:20

       [laughing]

   13. TBTanmay Bhat29:20

       "I just love you too much." Like, he used to be so loving that I was like, "All right, all right, just come, just come."

   14. SPSpeaker29:24

       [laughing]

   15. RARanveer Allahbadia29:25

       This is, like, in my final semester of engineering college, when I knew that I'm not going to go down a traditional route, I'd got a fitness certification done, and I figured out how much money there is to be made as a fitness trainer. 'Cause my ultimate career goal in life was to set up three gyms in M- Mumbai.

   16. TBTanmay Bhat29:40

       And guys, I really tried to get him to not get into content, to be fair to me.

   17. SPSpeaker29:45

       [laughing]

   18. TBTanmay Bhat29:45

       I tried to tell him to do the gym thing- [laughing]

   19. RARanveer Allahbadia29:48

       No

   20. TBTanmay Bhat29:48

       ... but it didn't work out.

   21. RARanveer Allahbadia29:49

       No.

   22. TBTanmay Bhat29:49

       [laughing]

   23. RARanveer Allahbadia29:49

       So one of the things I'm always gonna... Sorry, I'm getting romantic with my elder brother here.

   24. TBTanmay Bhat29:53

       Oh, my God!

   25. SPSpeaker29:54

       Aw.

   26. RARanveer Allahbadia29:54

       But, um, there's one thing I'll always owe to him. Um, so I'd started training people because it was paying me really well, and I was working on this app I wanted to build. I wanted to build, like, an Uber for fitness coaches, where you can sit at home and, like, call a, uh, trainer, call a yoga session, call a, a weight training session, whatever.

   27. TBTanmay Bhat30:13

       Yeah, what an awful idea.

   28. RARanveer Allahbadia30:15

       [laughing] Oh, yeah. In retrospect, I understand it.

   29. SPSpeaker30:17

       [laughing]

   30. RARanveer Allahbadia30:17

       But at that point, my only skills were fitness, marketing-
9. 32:22 – 37:00

   Are we going to have a creator president?

   1. TBTanmay Bhat32:22

      a lot of the traits that politicians need, which is effectively mass manipulation, is what creators slash-

   2. RARanveer Allahbadia32:28

      Oh, yeah, totally

   3. TBTanmay Bhat32:28

      ... influencers need today.

   4. RARanveer Allahbadia32:30

      Hundred percent.

   5. SPSpeaker32:30

      We're going to have a creator president very soon.

   6. TBTanmay Bhat32:32

      Yeah.

   7. SPSpeaker32:33

      We almost did with Trump, but yeah, like, a YouTuber president is gonna happen.

   8. TBTanmay Bhat32:36

      It's gonna happen, right? That's, that's a good one, actually.

   9. RARanveer Allahbadia32:38

      Yeah, hundred percent.

   10. TBTanmay Bhat32:39

       It's very possible.

   11. RARanveer Allahbadia32:39

       You, you, you learn too much, and you have access to too much data.

   12. TBTanmay Bhat32:43

       Yeah.

   13. RARanveer Allahbadia32:43

       Like, you, you're able to almost... I, I don't want-- it sounds arrogant to say you can almost predict the future, but when you have that much data, you can almost predict the future.

   14. SPSpeaker32:50

       Yeah, but you also get trained on criticism.

   15. RARanveer Allahbadia32:53

       Yeah.

   16. SPSpeaker32:53

       You get trained how to block negative comments. Like, you, you really get this, like, crash course. Like, I feel like if I run for prime minister of any country, I feel like I'm ready. I'm ready. What are you gonna get? Okay, you're gonna say bad things. Okay, I already get them now. Uh, you know, I need to make videos. Okay, we're already making the videos. We have the editors. [laughing]

   17. PKPrajakta Koli33:10

       [laughing]

   18. TBTanmay Bhat33:10

       Yeah.

   19. SPSpeaker33:10

       Like, you want a slogan for the campaign? We have the marketers. Like, what else do you need?

   20. TBTanmay Bhat33:14

       Yeah.

   21. SPSpeaker33:14

       That's it. You just need to reach a million people.

   22. TBTanmay Bhat33:17

       You're a good-

   23. SPSpeaker33:17

       Do you think that could happen here in India?

   24. TBTanmay Bhat33:20

       Uh, I think so.

   25. SPSpeaker33:21

       Yeah.

   26. TBTanmay Bhat33:22

       I think it's-

   27. PKPrajakta Koli33:22

       In 10 years' time.

   28. SPSpeaker33:23

       Is anybody on the cusp? Do you see any politicians, barred creators?

   29. RARanveer Allahbadia33:29

       Ankit Baiyanpuria, you know him? Ram Ram Bhai Saryane.

   30. TBTanmay Bhat33:32

       Ram Ram Bhai Saryane, the guy who...
10. 37:00 – 42:00

    Authenticity for creators

    1. NKNikhil Kamath37:00

       ... are completely different, not completely, but slightly different from what we project.

    2. TBTanmay Bhat37:05

       Slightly different, yeah.

    3. NKNikhil Kamath37:06

       'Cause we all are, we all are darker, right? I think any philosopher would say, Machiavelli used to say this, right? Like, a prince needs to project A, B, C, D, E-

    4. TBTanmay Bhat37:16

       Mm

    5. NKNikhil Kamath37:16

       ... but he actually has to be something else.

    6. TBTanmay Bhat37:18

       Mm.

    7. NKNikhil Kamath37:19

       Like, being generous, I'll take one of the examples. Like, being generous for a prince or a king is not a good thing, because if you're a king and generous, people get accustomed to your generosity, and they forget the world before that.

    8. TBTanmay Bhat37:32

       Mm.

    9. NKNikhil Kamath37:32

       And then you have to increase taxes to continue to be generous, and when you do that, they go after you.

    10. TBTanmay Bhat37:38

        Mm.

    11. NKNikhil Kamath37:39

        So, as a king, you need to be a completely different thing, but you need to project-

    12. TBTanmay Bhat37:44

        Mm

    13. NKNikhil Kamath37:45

        ... a bunch of things. You know, virtuous, moralistic, generosity, uh, ritualistic, religious. These are things when you project upon a society that resonates with you-

    14. TBTanmay Bhat37:57

        Mm-hmm

    15. NKNikhil Kamath37:58

        ... uh, the odds of you staying in power for longer are probably higher. So when you say authentic, do you mean truly authentic, or do you mean this mask that you're projecting, which is slightly authentic, but not authenting- authentic enough-

    16. TBTanmay Bhat38:13

        Yeah

    17. NKNikhil Kamath38:13

        ... to get you to the top?

    18. TBTanmay Bhat38:14

        Interesting. So I like to think of it as, you know, in, if you're playing FIFA and you select a character-

    19. NKNikhil Kamath38:19

        Yeah

    20. TBTanmay Bhat38:19

        ... you have, like, seven attributes show up. So the digital version of authentic would be, what are some of the attributes that are actually true, right? And those are the ones you choose to project-

    21. NKNikhil Kamath38:30

        Yeah

    22. TBTanmay Bhat38:30

        ... 'cause that's what's, that's what's the closest version of you. But you can't truly be fully authentic. That's a, that's a suicide-

    23. NKNikhil Kamath38:37

        That gets you into trouble.

    24. TBTanmay Bhat38:38

        100%.

    25. SPSpeaker38:39

        Yeah.

    26. TBTanmay Bhat38:39

        Because nobody's fully clean, and unfortunately, when you-

    27. SPSpeaker38:41

        Yeah

    28. TBTanmay Bhat38:41

        ... gotta be, when you gotta be public-

    29. NKNikhil Kamath38:44

        Yeah

    30. TBTanmay Bhat38:44

        ... you've gotta try be as clean as-
11. 42:00 – 46:40

    Dealing with online hate

    1. NKNikhil Kamath42:00

       don't take this to heart." Like, if somebody is making the effort to look up Ranveer, search him on Twitter-

    2. TBTanmay Bhat42:05

       Trust me-

    3. NKNikhil Kamath42:05

       ... and then go there and write a comment.

    4. TBTanmay Bhat42:07

       He's not taking it to heart. [laughing]

    5. SPSpeaker42:09

       [laughing]

    6. RARanveer Allahbadia42:09

       [laughing] Yeah, so-

    7. NKNikhil Kamath42:09

       But how do you put up with that? But that's a big part of being a content creator, right?

    8. TBTanmay Bhat42:13

       Yeah.

    9. RARanveer Allahbadia42:13

       I'll give you the 100% honest answer.

    10. NKNikhil Kamath42:15

        Mm.

    11. RARanveer Allahbadia42:15

        I went through a shithole of a phase in engineering college, and it just blew all the emotions out of me. And, like, I was just left emotionless by the end of engineering college.

    12. TBTanmay Bhat42:25

        That's not true.

    13. RARanveer Allahbadia42:26

        I-

    14. TBTanmay Bhat42:26

        You're an emotional guy.

    15. SPSpeaker42:26

        Yeah, that's not true. You're very emotional.

    16. RARanveer Allahbadia42:28

        Uh, maybe I can compartmentalize it well, but I'll, I'll tell you. There's been two phases where hate has affected me. The first time was when I first had a viral video, like an all-out national viral video, where I spoke about-

    17. NKNikhil Kamath42:40

        Aamir Khan.

    18. TBTanmay Bhat42:40

        Aamir Khan.

    19. RARanveer Allahbadia42:41

        Aamir Khan.

    20. TBTanmay Bhat42:41

        Yeah.

    21. RARanveer Allahbadia42:41

        And Am- Aamir Khan's... You know who Aamir Khan is. Uh, he had a big fitness transformation, and at that point-

    22. NKNikhil Kamath42:47

        Oh, yes

    23. RARanveer Allahbadia42:48

        ... uh, I made a video about how it's probably not completely natural.

    24. RARanveer Allahbadia42:51

        Oh, wow.

    25. RARanveer Allahbadia42:52

        And, uh, it was just a suggest- suggestive video, but that's the first time I blew up as a fitness content creator. The second time was fairly recently, where... So I've been canceled a lot on Twitter over the last, like, since COVID began, like, since 2020.

    26. NKNikhil Kamath43:05

        Does it get easier?

    27. RARanveer Allahbadia43:07

        Yeah.

    28. NKNikhil Kamath43:08

        ... what do you do? Like, these young people we are encouraging to build distribution, to sell the brands they'll later create, they will get canceled.

    29. NYNuseir Yassin43:15

        Yeah.

    30. NKNikhil Kamath43:16

        So is it best to, like, shut up when you're getting canceled and ignore it?
12. 46:40 – 48:15

    Hacks to go viral every year

    1. NYNuseir Yassin46:40

       year there's roughly, like, six to seven opportunities to go guaranteed viral.

    2. RARanveer Allahbadia46:44

       Mm.

    3. NYNuseir Yassin46:45

       Guaranteed.

    4. RARanveer Allahbadia46:45

       Yeah.

    5. NKNikhil Kamath46:45

       Yeah.

    6. NYNuseir Yassin46:45

       Like, any video you make about a topic-

    7. SPSpeaker46:47

       Yeah

    8. NYNuseir Yassin46:47

       ... it will go viral. Unfortunately, a lot of people utilize that just to get attention. For example, Israel-Palestine. Right now, anybody make a pro-Palestine video, I guarantee you millions of views. Uh, to a few years ago, there were wildfires in Australia.

    9. SPSpeaker47:00

       Yeah.

    10. NYNuseir Yassin47:01

        Anybody that made any video about that... Oh, there was protests in Bangladesh.

    11. SPSpeaker47:04

        Mm.

    12. NYNuseir Yassin47:04

        Anybody... Farmers protests in India. These are all opportunities for content creators to get attention, even if they don't care about the topic. And this is-

    13. NKNikhil Kamath47:13

        Just, just take a contrary view.

    14. NYNuseir Yassin47:14

        This is not, not just the content creator.

    15. NKNikhil Kamath47:15

        They're not the content-

    16. RARanveer Allahbadia47:16

        This is everyone, Nikhil.

    17. NKNikhil Kamath47:17

        Yeah.

    18. TBTanmay Bhat47:17

        Every single person.

    19. NYNuseir Yassin47:17

        But this is not contrary. They're saying, like, if everybody's saying, "Okay, we need to protest with the farmers," for example, which I didn't understand what, what it was about, uh, you will get the views. You will become famous in those six chances every year. And I've seen people who know nothing about Indian politics or local Indian affairs, just like-

    20. TBTanmay Bhat47:35

        Rihanna.

    21. NYNuseir Yassin47:36

        Oh! [laughing]

    22. SPSpeaker47:36

        [laughing]

    23. NKNikhil Kamath47:38

        [laughing]

    24. NYNuseir Yassin47:38

        That's the one. Now I remember. Rihanna was like, "I'm with the Indians." I was like, "What does Rihanna know about this?" [chuckles]

    25. TBTanmay Bhat47:43

        Yeah, yeah. But it became cool to say that.

    26. NYNuseir Yassin47:45

        It became cool to say that.

    27. TBTanmay Bhat47:46

        Likes breed tribalism.

    28. RARanveer Allahbadia47:48

        Yes.

    29. NKNikhil Kamath47:48

        Right now, right now, right now, has it become cool to say pro-Palestinian stuff?

    30. NYNuseir Yassin47:52

        It's become cool.
13. 48:15 – 54:00

    Nusier's talks about the Israel-Palestine situation

    1. NKNikhil Kamath48:16

       I, I want to understand. Like-

    2. NYNuseir Yassin48:17

       [scoffs]

    3. NKNikhil Kamath48:18

       ... I've heard every side there is. [laughing]

    4. NYNuseir Yassin48:19

       We don't have enough hours in this podcast for this. [laughing]

    5. NKNikhil Kamath48:22

       No, give us like, give us a brief history of you. You're a Arab Israeli.

    6. TBTanmay Bhat48:28

       So I'm, I'm, I'm Israeli-Palestinian.

    7. NKNikhil Kamath48:32

       Explain. Where were you born? Start from the beginning.

    8. SPSpeaker48:35

       [laughing]

    9. NKNikhil Kamath48:35

       This, this I'm curious about, genuinely.

    10. NYNuseir Yassin48:37

        No, no-

    11. TBTanmay Bhat48:37

        What a fascinating story.

    12. NYNuseir Yassin48:38

        Yeah!

    13. TBTanmay Bhat48:39

        Like, interesting story.

    14. NYNuseir Yassin48:39

        Yeah. Look, when people look at, uh, Israel, they think a country for Jewish people. What they don't understand is that 20% of that country is not Jewish.

    15. TBTanmay Bhat48:48

        Mm.

    16. NYNuseir Yassin48:48

        And what they don't understand is when Israel came to existence, uh, there, there were other people living there, and some people left, some people got kicked out, some people died, and some people stayed inside.

    17. TBTanmay Bhat48:59

        Mm.

    18. NYNuseir Yassin48:59

        So my ancestors are the ones who stayed under Israel. So one day we woke up, we're like, "Okay, we're Israeli citizens."

    19. NKNikhil Kamath49:06

        Okay, so there were a certain number of Jews there. There were-

    20. NYNuseir Yassin49:08

        Yeah

    21. NKNikhil Kamath49:08

        ... a certain number of Arabs?

    22. NYNuseir Yassin49:10

        Correct.

    23. NKNikhil Kamath49:10

        ... all of these were the West Bank, Gaza, Golan Heights-

    24. NYNuseir Yassin49:14

        Everything.

    25. NKNikhil Kamath49:14

        -everything in between-

    26. NYNuseir Yassin49:15

        Yeah

    27. NKNikhil Kamath49:16

        ... was one country. Did it have a border?

    28. NYNuseir Yassin49:18

        It was [chuckles] it was not one-

    29. NKNikhil Kamath49:19

        Was it, was it a sovereign nation? Was it one-

    30. NYNuseir Yassin49:21

        No, there was, there was the British Empire. It was the man-
14. 54:00 – 59:30

    Ideal way to build distribution: business vs brand deals vs community

    1. TBTanmay Bhat54:00

       to feel secure financially before you're able to voice your thought very, very publicly.

    2. NKNikhil Kamath54:05

       Mm.

    3. TBTanmay Bhat54:06

       Or at least this is what I have maintained, that I think if I feel extremely secure financially, it actually, the thing you're, that you're buying by making money is freedom to express.

    4. NYNuseir Yassin54:16

       Yes.

    5. TBTanmay Bhat54:17

       If I am able to divide my revenue income from what I say publicly, that's the ideal world.

    6. NYNuseir Yassin54:23

       Yes.

    7. TBTanmay Bhat54:23

       This is why I agree with Nuseir when he says that if you build distribution, you want to build businesses under it.

    8. NKNikhil Kamath54:28

       Yeah.

    9. TBTanmay Bhat54:28

       So you have an infrastructure around you that can continue to exist without being dependent on what the comment section says about you.

    10. NKNikhil Kamath54:34

        Mm.

    11. NYNuseir Yassin54:35

        Such a good point, and I want to give this advice to anybody that's starting content: Brands are not your friends. Brands are not your friends.

    12. TBTanmay Bhat54:45

        Brands are not your friends.

    13. NYNuseir Yassin54:46

        Brands are the first to chicken out when you get canceled, when you get pushback.

    14. TBTanmay Bhat54:50

        Yeah.

    15. NYNuseir Yassin54:50

        Like, I lost a couple of brand deals in the last month. I'm sure you lost brand deals in your life.

    16. NKNikhil Kamath54:53

        Did you, too?

    17. NYNuseir Yassin54:53

        We've all lost brand deals.

    18. TBTanmay Bhat54:55

        In life, yeah, lots.

    19. NYNuseir Yassin54:56

        Because of something you said.

    20. NKNikhil Kamath54:57

        Prajakta, you too?

    21. SPSpeaker54:58

        Not yet.

    22. NKNikhil Kamath54:59

        Have you ever been canceled or pushed back?

    23. SPSpeaker55:01

        Um...

    24. TBTanmay Bhat55:03

        ... No.

    25. RARanveer Allahbadia55:04

        Not, not yet.

    26. TBTanmay Bhat55:04

        If you have to think that long-

    27. RARanveer Allahbadia55:05

        Yeah

    28. TBTanmay Bhat55:05

        ... it's a no. [chuckles]

    29. NYNuseir Yassin55:07

        So maybe this is the time. Say something!

    30. RARanveer Allahbadia55:08

        Oh, Lord. [laughing]
15. 59:30 – 1:00:00

    Building distribution for employment

    1. NKNikhil Kamath59:30

       pathway? Like, we-

    2. TBTanmay Bhat59:31

       Hundred percent.

    3. NKNikhil Kamath59:32

       We thought of build influence, distribution, start a business, fashion, restaurant, SaaS, software, whatever. Sell.

    4. TBTanmay Bhat59:41

       Mm.

    5. NKNikhil Kamath59:41

       Another part could be build distribution, get hired?

    6. NYNuseir Yassin59:45

       Yes.

    7. TBTanmay Bhat59:45

       Build distribution, get hired. In fact, I think, like Nuseir mentioned earlier, there's gonna be a whole batch of creators who, the, you know, who after five years of traction realize that this might not happen. Marketing is a super interesting and useful career that they can get into almost immediately, 'cause they know more than

16. 1:00:00 – 1:05:00

    How big is the creator economy?

    1. TBTanmay Bhat1:00:00

       most marketers.

    2. NKNikhil Kamath1:00:01

       Very interesting. Before we get into the influencer-influencer parts, uh, broadly-

    3. TBTanmay Bhat1:00:07

       Oh, we haven't gotten into it? [laughing]

    4. RARanveer Allahbadia1:00:10

       [laughing]

    5. NKNikhil Kamath1:00:10

       We're gonna start with big-

    6. RARanveer Allahbadia1:00:10

       I thought we were there! [laughing]

    7. TBTanmay Bhat1:00:12

       Wow.

    8. NYNuseir Yassin1:00:12

       There's a reason why this goes on for five hours.

    9. RARanveer Allahbadia1:00:14

       Oh.

    10. NYNuseir Yassin1:00:14

        This goes on for five hours.

    11. NKNikhil Kamath1:00:15

        Content creator economy, how big is it?

    12. TBTanmay Bhat1:00:18

        Mm.

    13. RARanveer Allahbadia1:00:18

        In 2021, I remember this number. There was this whole, um, article about how the creator economy has added 10,000 crores to the Indian GDP. It's contributed 10,000 crores to the Indian GDP. Uh, I don't... You would be a better person to break that down. W- what I understand is it's created that kind of employment, that kind of influencer marketing spends, et cetera. We've been in the space for eight- I've been in the space for eight years. Tanmay's been in it longer. We've constantly seen an increase in influencer marketing rates, as long as you stick to the game. That's where I anticipate it's going.

    14. NYNuseir Yassin1:00:56

        But the space itself, you started at the very beginning of it. Like, it's-

    15. RARanveer Allahbadia1:01:00

        He started at the very beginning

    16. NYNuseir Yassin1:01:00

        ... like 10 years, right? This whole space is 10 years. It's a 10-year, uh, industry, and I think there's an article last week that said it is a $250 billion economy.

    17. TBTanmay Bhat1:01:08

        Mm.

    18. NYNuseir Yassin1:01:09

        Now, what people need to understand is that all these numbers are meaningless. Nobody cares.

    19. RARanveer Allahbadia1:01:13

        [chuckles]

    20. NYNuseir Yassin1:01:13

        What they should have conviction of is that we are 1% of the way there in the creator economy. This is as new as AI.

    21. NKNikhil Kamath1:01:22

        ... So let's assume the size is 100 billion. That's what the global size people say. We'll assume India is lesser because, uh, the rate per clicks, how much money you can make out of views in India is-

    22. NYNuseir Yassin1:01:35

        Low ARPU.

    23. NKNikhil Kamath1:01:36

        Significantly lower, right?

    24. NYNuseir Yassin1:01:37

        Yes.

    25. NKNikhil Kamath1:01:37

        Would you say one-fifth, one-tenth of US?

    26. NYNuseir Yassin1:01:39

        One-tenth. It's one-tenth. Exactly one-tenth.

    27. TBTanmay Bhat1:01:41

        I mean, my YouTube ad revenue CPMs would say even worse.

    28. NYNuseir Yassin1:01:46

        No, 'cause, so I have, so I have international audience, and I can segment based on country. So if I get a thousand view, $1,000 from American audience, I get $100 from-

    29. TBTanmay Bhat1:01:54

        Mm

    30. NYNuseir Yassin1:01:54

        ... Indian audience.
17. 1:05:00 – 1:08:00

    What works in India?

    1. NYNuseir Yassin1:05:00

       is that in India, people maybe are not used to buying something on the internet that is digital, but they are used to spending a lot of money on-

    2. TBTanmay Bhat1:05:09

       Money online

    3. NYNuseir Yassin1:05:10

       ... physical experiences. For example, Nas Summit tomorrow, 1,000 tickets sold, $77 per ticket, which I just made $77,000 from India audience, purely India audience, right?

    4. TBTanmay Bhat1:05:22

       Mm.

    5. NYNuseir Yassin1:05:22

       So there is-

    6. TBTanmay Bhat1:05:23

       Yeah, it depends on what they would spend that, like-

    7. NYNuseir Yassin1:05:25

       Yes, what's the product?

    8. TBTanmay Bhat1:05:26

       Yeah. India spends very highly on hope-

    9. NKNikhil Kamath1:05:28

       Experiences.

    10. NYNuseir Yassin1:05:29

        Physical experiences.

    11. TBTanmay Bhat1:05:29

        Hopium products, I would say. We spend very highly on education.

    12. NYNuseir Yassin1:05:33

        Yes.

    13. NKNikhil Kamath1:05:33

        What is hopium?

    14. TBTanmay Bhat1:05:34

        Uh, products that give you hope for a-

    15. NYNuseir Yassin1:05:36

        Better realities

    16. TBTanmay Bhat1:05:37

        ... state that you wanna, you wanna be in.

    17. NYNuseir Yassin1:05:38

        Yeah.

    18. TBTanmay Bhat1:05:38

        So we do, we do... I mean, finfluencers make so much money.

    19. NYNuseir Yassin1:05:43

        So much money in India.

    20. NKNikhil Kamath1:05:43

        Mm.

    21. TBTanmay Bhat1:05:43

        Right? Uh, financial products will make, make a lot of money. In India, products that either save you money-

    22. NKNikhil Kamath1:05:49

        Mm.

    23. TBTanmay Bhat1:05:50

        Uh, save you money or make you more money will make a lot of money. Products that save you time don't necessarily make that much money-

    24. NYNuseir Yassin1:05:55

        Yes

    25. TBTanmay Bhat1:05:55

        ... which is why courses, edtech courses will do really well in India. Um, products that give you higher status, because higher status leads to higher mating success, those make a lot more money.

    26. NKNikhil Kamath1:06:05

        Give me an example.

    27. NYNuseir Yassin1:06:07

        Cred?

    28. TBTanmay Bhat1:06:08

        Uh, Cred, for example. Okay, higher status is, we spend a lot of money on fancy weddings, wedding wear, right? That's a higher s- higher status thing.

    29. NKNikhil Kamath1:06:17

        Mm.

    30. TBTanmay Bhat1:06:17

        Uh, we are less likely to use... Like, we want discounts on our Uber rides because we're not- we don't care so much about-
18. 1:08:00 – 1:10:33

    Ranveer’s Journey with Level (Meditation App)

    1. PKPrajakta Koli1:08:00

       80, 90%.

    2. RARanveer Allahbadia1:08:01

       Yeah. Yeah, okay, I'll tell you what I learned off of this meditation app.

    3. PKPrajakta Koli1:08:04

       Mm.

    4. RARanveer Allahbadia1:08:05

       W- this is gonna be a slightly long answer, okay?

    5. PKPrajakta Koli1:08:07

       Mm.

    6. RARanveer Allahbadia1:08:08

       Um, basically, uh, we got a huge boost when the app launched, uh, and then it started trailing off a little bit. Long story short, I figured that now there's too much distribution built out. This is in 2021. Um, we're, we're doing content, content is going well, we're getting growth, but it's time to create a product at this point. Uh, I always wanted to do something in the health space. Uh, eventually, we, we created an app with both physical fitness as well as what I term as mental fitness, uh, which is a bunch of guided meditations, guided, uh, sleep stories, et cetera. Uh, always wanted to bootstrap it. When we launched, we got a massive response thanks to BeerBiceps's distribution, and it gradually started declining a little bit over time, even if we, um, spoke about it in every episode. What I decided to do at that stage was we went from two episodes a week to four episodes a week. Now, for some reason, this hacked the YouTube algorithm, and my stuff started getting shown not just to, uh-

    7. NYNuseir Yassin1:09:15

       People who subscribe to you.

    8. RARanveer Allahbadia1:09:16

       Yeah, but way more. I don't know what happened.

    9. NYNuseir Yassin1:09:19

       Short video.

    10. PKPrajakta Koli1:09:19

        Is that, is that still as relevant, how many times you post exponentially takes up your audience?

    11. RARanveer Allahbadia1:09:25

        It de- depends on the content. For some... I think I also caught the podcast trend in the country. So, um, instead of my, uh, subscriber rate, my monthly subscriber rate should have just doubled, but it- I think it went something like four times.

    12. TBTanmay Bhat1:09:38

        Yeah, it went vertically. I would just wanna double-click on this a little bit, right? So some formats lend itself to higher top of funnel, right? For example, Dhruv Rathee, right?

    13. PKPrajakta Koli1:09:48

        Mm.

    14. TBTanmay Bhat1:09:48

        Dhruv effectively is a modern-day news channel.

    15. RARanveer Allahbadia1:09:51

        Yeah.

    16. TBTanmay Bhat1:09:51

        Right? So-

    17. PKPrajakta Koli1:09:53

        Mm

    18. TBTanmay Bhat1:09:53

        ... news dominate, whatever is dominating the news, if Dhruv makes a video-

    19. PKPrajakta Koli1:09:56

        Do you think he's doing so much... He's doing so well because he's taking, like we discussed earlier, anti-narrative of-

    20. RARanveer Allahbadia1:10:03

        I don't think it's the case with Dhruv.

    21. TBTanmay Bhat1:10:04

        Yeah, I don't think-

    22. RARanveer Allahbadia1:10:05

        With other people-

    23. TBTanmay Bhat1:10:06

        Yeah

    24. RARanveer Allahbadia1:10:06

        ... but not with Dhruv.

    25. TBTanmay Bhat1:10:06

        Dhruv is not extreme as much as just an explainer of-

    26. RARanveer Allahbadia1:10:10

        Yeah

    27. TBTanmay Bhat1:10:10

        ... what he thinks is going on.

    28. RARanveer Allahbadia1:10:10

        I think he's more like a Vox.

    29. TBTanmay Bhat1:10:12

        Yeah, so it's similarly in Ranveer's case, uh, you know, Ranveer's guests bring in newer audiences each time, and Ranveer is able to retain some of them, who end up subscribing. They're like, "I wanna see more of Ranveer on my timeline," 'cause he interviews a lot of popular guests.

    30. PKPrajakta Koli1:10:25

        So if I were new, if I were a 20-year-old boy starting something out to build distribution, how often

19. 1:10:33 – 1:18:20

    Content Strategy and Posting Frequency

    1. PKPrajakta Koli1:10:33

       should I post? What duration works today? What is the path of least resistance-

    2. NYNuseir Yassin1:10:38

       Yeah

    3. PKPrajakta Koli1:10:39

       ... to get distribution?

    4. NYNuseir Yassin1:10:39

       So I think a lot of people in this cha- table make long videos, including you.

    5. PKPrajakta Koli1:10:45

       Mm-hmm.

    6. NYNuseir Yassin1:10:45

       And I don't know who the hell is still watching this video?

    7. PKPrajakta Koli1:10:47

       [laughing]

    8. NYNuseir Yassin1:10:47

       You must have a lot of time on your, on your life. [laugh] Okay? But the only and the best way to get distribution today is to make YouTube Shorts, Instagram Reels, Facebook Reels that are 59 seconds exactly, which is the One Minute Guy.

    9. PKPrajakta Koli1:11:01

       Mm.

    10. NYNuseir Yassin1:11:02

        And I think short content gets you reach, and after you get the reach, you should go deep by creating the podcast. But you shouldn't start by creating a podcast-

    11. RARanveer Allahbadia1:11:12

        Yeah

    12. NYNuseir Yassin1:11:13

        ... because, A, you've had fame from other places. That's why your podcast works. But if, if there's a nobody now starting a podcast, unfortunately, that's gonna kill their dreams.

    13. RARanveer Allahbadia1:11:23

        Also, social media changes extremely rapidly.

    14. PKPrajakta Koli1:11:25

        Do you guys agree with what he said?

    15. RARanveer Allahbadia1:11:27

        Social media changes literally every six months.

    16. PKPrajakta Koli1:11:29

        Uh.

    17. RARanveer Allahbadia1:11:29

        So, but for the last year or so, a good beginning has been exactly what Nas said. If you start-

    18. PKPrajakta Koli1:11:34

        So you make short videos, one minute, two minute, three minute to begin with?

    19. TBTanmay Bhat1:11:37

        It's, it's easier to get more tof- top of funnel through short video, I agree, but the holy grail is long-form.

    20. NYNuseir Yassin1:11:43

        Yes.

    21. TBTanmay Bhat1:11:44

        That's, that's, that's the holy grail. I wanna ask Prajakta, actually. Prajakta has done both. Like, she's prolific at short video now, but you began with, with YouTube. Like, what do you think? Like, 'cause you've done both, and you now do a lot of the short video stuff.

    22. PKPrajakta Koli1:11:56

        I was actually forced to go to short video when the lockdown started-

    23. TBTanmay Bhat1:12:00

        Mm

    24. PKPrajakta Koli1:12:00

        ... because that is what everybody was doing. And that was, I think, the only time as a creator where I felt like I didn't have an option, because it had reached a point where I felt like nobody's watching it. Nobody has the patience for it. Nobody wants to spend any more time. So that's how it started, and I did not expect to like it. I was very resistant to short-form content. I was, um, I was very adamant, uh, almost stubborn with saying, "You know what? I don't care if the whole world's gonna make short-form content, I'm going to stick to..."

    25. TBTanmay Bhat1:12:30

        Wow.

    26. PKPrajakta Koli1:12:31

        I remember talking to Neil when, uh, they kind of took funding off, uh, YouTube Originals.

    27. TBTanmay Bhat1:12:37

        Mm.

    28. PKPrajakta Koli1:12:37

        I was so upset.

    29. TBTanmay Bhat1:12:39

        Yeah.

    30. PKPrajakta Koli1:12:39

        But I was like, "I was coming to you with pitches. I had things I've been working on. I wanted to pitch Originals to you, and you've taken funding off because you're pushing Shorts."
20. 1:18:20 – 1:19:45

    Summary of relevant point

    1. RARanveer Allahbadia1:18:20

       it, and in its core, it's a chef's job. You're serving food constantly, and people will forget you after, like, a month of you releasing content.

    2. NKNikhil Kamath1:18:27

       So just to summarize, we first learnt that every seven years, typically a creator life changes, and you have to use that time to monetize, build something which is outside of creation. We spoke about short-form is a good way to build traction initially-

    3. NYNuseir Yassin1:18:44

       Yes

    4. NKNikhil Kamath1:18:44

       ... before moving on to long-form.

    5. NYNuseir Yassin1:18:46

       Yeah.

    6. NKNikhil Kamath1:18:46

       Listen to what the CEO of TikTok, Facebook, Twitter are saying.

    7. NYNuseir Yassin1:18:51

       Hundred percent.

    8. NKNikhil Kamath1:18:52

       Uh, hear their earning calls and try to figure out where they might be going to next. Now, what does a... What are the low-hanging fruits? Like, he, he also said, uh, Nas said at some point that these six opportunities in a year, where by taking the contrarian opinion, you could have a hack to building distribution. I'm not suggesting anyone should do it, but that's one hack. Now, I'm starting today. My name is Nikhil. I'm twenty years old. I want to build a business selling, uh, T-shirts in two years.

    9. NYNuseir Yassin1:19:28

       Yeah.

    10. NKNikhil Kamath1:19:29

        I don't want to go the traditional route of performance marketing, because that skews up my numbers, and I'll never make money that way.

    11. NYNuseir Yassin1:19:35

        Yeah.

    12. NKNikhil Kamath1:19:35

        I need to build distribution to sell merch. What kind of content do I start creating today? Low-hanging fruit.

    13. TBTanmay Bhat1:19:41

        Yeah, I, I want to go first here. I think at the heart

21. 1:19:45 – 1:30:24

    Viewer Retention Strategies

    1. TBTanmay Bhat1:19:45

       of-... either long-form or short-form, is viewer retention at the heart of it. Even if it's short-form, the videos that perform the best are ones which has highest viewer retention, right? Average view duration on that short has to be high. And if you notice, every major trend on Instagram, every major filter, every trend that comes around is basically hinging on what happens, what's the reveal at the end, right? Be it the thing on the top of your head-

    2. NYNuseir Yassin1:20:11

       Mm

    3. TBTanmay Bhat1:20:11

       ... saying which, "What movie star are you?" It, it goes around for a bit-

    4. NKNikhil Kamath1:20:14

       Yeah

    5. TBTanmay Bhat1:20:14

       ... and at the end of it, you'll get the answer. Why is it like that? Because it's trying to get you to watch towards the end. So even with short-form, like, stuff like, um, three things to, three things to, uh, three things to keep an eye on when you're making your wardrobe. Number three, number two, number one. A small hack, for example, you people wanna stick to number one, and that's how you get people to watch till the end. "Number one will blow your mind," that's how people begin, begin videos.

    6. NYNuseir Yassin1:20:40

       Yeah.

    7. TBTanmay Bhat1:20:40

       At the heart of it, get people to watch till the end, that's gonna get more likes.

    8. NKNikhil Kamath1:20:43

       And that really works.

    9. NYNuseir Yassin1:20:43

       So, so but that, that's the format, right? The question you need to ask yourself is, when it comes to the content, what do I have access to that nobody else in the world has access to?

    10. TBTanmay Bhat1:20:54

        True, true.

    11. NYNuseir Yassin1:20:54

        That's the question: What do I know better than anybody around my friends?

    12. TBTanmay Bhat1:20:59

        Yes.

    13. NYNuseir Yassin1:21:00

        What do I... What, what is my unique access, right? So when I-

    14. NKNikhil Kamath1:21:03

        What is, what is that answer for you?

    15. NYNuseir Yassin1:21:04

        So for me, right, I was like, "Okay, um, I'm a software engineer, but a lot of my friends have access to, like, engineering. Actually, what I have access to is the [beep] world! I have access to Kenya. I have access to Ethiopia. Because I have money to travel, I have a good passport, I have access to the world, while a lot of people in India or a lot of people in Pakistan, a lot of people in my hometown country, don't have access to the world. So what I'm gonna do is I'm gonna go show you Ethiopia." And so my unique value to you is, it's not, it's not my beauty, it's not my looks, it's, "I'm gonna show you the world. I'm gonna make you travel with me for free while you're pooping in the bathroom, and I'm showing you Ethiopia for one minute." So that's access. So the question is, what is access you have access that nobody has access to?

    16. TBTanmay Bhat1:21:45

        What makes you unique?

    17. NYNuseir Yassin1:21:46

        What makes me unique-

    18. NKNikhil Kamath1:21:46

        What makes you unique

    19. NYNuseir Yassin1:21:46

        ... is a comedic sense.

    20. TBTanmay Bhat1:21:48

        Comedic sense. So I-

    21. NYNuseir Yassin1:21:48

        You know how to make people laugh.

    22. TBTanmay Bhat1:21:50

        So I take that to any genre that I, that I go to naturally.

    23. NYNuseir Yassin1:21:53

        Exactly.

    24. TBTanmay Bhat1:21:53

        Uh, an- another thing I w- just want to add to what Nuseir said, while what you have... Andrew Huberman is a great example. He has access to neurological data from [beep] Harvard-

    25. NYNuseir Yassin1:22:02

        Right, health data.

    26. TBTanmay Bhat1:22:03

        Yeah. So he's able to, he's able to talk about that. You're special in that one thing that everybody cares about. The second aspect is, do people care about, do people care about what you have access to?

    27. NYNuseir Yassin1:22:11

        You'd be surprised that everybody in the world cares about-

    28. TBTanmay Bhat1:22:13

        Cares about

    29. NYNuseir Yassin1:22:14

        ... what you have access to.

    30. TBTanmay Bhat1:22:14

        Yeah, yeah.
22. 1:30:24 – 1:40:30

    Understanding the Gen-Z Mindset

    1. TBTanmay Bhat1:30:24

       once a week. I'm, I'm machine gun now, which is I'm outputting nine, ten videos a month.

    2. NYNuseir Yassin1:30:28

       [laughing]

    3. NKNikhil Kamath1:30:28

       Okay, so one digression. I wanted to ask you guys, psychology states that kids born after the year '94 are very different from us, so they don't get driving licenses as much. People who are above the age of 18 and are applicable to get a license are not applying as much.

    4. TBTanmay Bhat1:30:47

       Ah.

    5. NKNikhil Kamath1:30:47

       They don't buy homes as much.

    6. TBTanmay Bhat1:30:49

       So Uber. Uh-huh.

    7. NKNikhil Kamath1:30:50

       They don't, uh, go on dates.

    8. PKPrajakta Koli1:30:51

       They are not buying homes as much?

    9. NKNikhil Kamath1:30:53

       No.

    10. TBTanmay Bhat1:30:53

        No.

    11. NKNikhil Kamath1:30:53

        They don't go on dates as often, and they spend a lot of time on their devices. So if the new content creators of today, because the young- younger generation initially adopts content, that becomes cool. If somebody is starting in the content world today, what does he build to cater to this generation? This is a very coddled generation, right? Uh, they're more about rights, less about contribution. These are people born in a post-9/11 world, where they grew up not knowing what was going on. Uh, they know about rights.

    12. NYNuseir Yassin1:31:30

        The post-truth world now.

    13. NKNikhil Kamath1:31:31

        Yeah, they, they've had anti-bullying in school. They've been... They've not been allowed to go out and play. Like, you remember when we were kids, like, your parents would tell you, "Come home by 9:00 PM," right?

    14. TBTanmay Bhat1:31:41

        Correct, correct.

    15. NKNikhil Kamath1:31:42

        Like, right now, that doesn't happen anymore.

    16. TBTanmay Bhat1:31:44

        It's the worst.

    17. NKNikhil Kamath1:31:44

        Right now, the kids are totally tracked. Uh, they, they have to tell their parents what they're doing at every point of time. So this will change the consumers of the content that is getting created today, and the people who build-

    18. RARanveer Allahbadia1:32:00

        ... from now on, have to bear this generation in mind.

    19. NYNuseir Yassin1:32:02

        I mean, short video is a direct result of this. It's lower attention spans, right?

    20. RARanveer Allahbadia1:32:06

        Uh-

    21. NKNikhil Kamath1:32:06

        Is that all?

    22. RARanveer Allahbadia1:32:07

        I, I'd break that down a little further.

    23. NKNikhil Kamath1:32:09

        Yeah.

    24. RARanveer Allahbadia1:32:09

        The one, uh, human need that stays constant is storytelling. The second human need that stays constant that's not spoken about is feeling something extremely emotional, something that piques your emotion a lot. And emotion could also be just laughing really hard on Tanmay's reaction videos, something that piques your emotion heavily. Also, this generation, like the new- the younger people that I have come across, the ones that work with me, I've seen generally have more problems dealing with loneliness than people our age did. Uh, it says that there is some kind of vacuum there, which I've seen gets filled with emotional content and really raw content, which is also why I think podcasts are taking off in the country. People want realism. I-- there's a fantastic podcast called Untriggered. It's something like this, but more like chill.

    25. NKNikhil Kamath1:32:53

        Mm.

    26. NYNuseir Yassin1:32:54

        Gen Z.

    27. RARanveer Allahbadia1:32:54

        Yeah, more Gen Z.

    28. NKNikhil Kamath1:32:55

        Mm.

    29. RARanveer Allahbadia1:32:56

        Uh, blowing up, just consistently, consistently catering to, uh, the lonely urban Indian, because when people listen to it, they feel like, "Hey, I'm hanging out with my friends."

    30. NKNikhil Kamath1:33:04

        But-
23. 1:40:30 – 1:47:00

    Nuances for content creation today?

    1. NKNikhil Kamath1:40:30

       20-year-old girl in Bangalore who is going to college, not really interested in education that much, but going because my parents have drawn that path for me. I have 50,000 rupees a month of income I'm earning from some side thing that I'm doing. I have 20,000 rupees to spend. I have four hours a day to consume content. I spend seven hours a day on my cell phone doing ABC. This is a different category of people than five, 10, 15, 20 years ago. What kind of content will resonate with this crowd, nuanced different from 10 years ago?

    2. RARanveer Allahbadia1:41:10

       I think every creator will have a different answer, firstly. I'll tell you my answer.

    3. RARanveer Allahbadia1:41:14

       Yeah.

    4. RARanveer Allahbadia1:41:15

       These problems are happening with younger people because there's overthinking. You solve for their overthinking.

    5. NKNikhil Kamath1:41:20

       How?

    6. RARanveer Allahbadia1:41:21

       By talking about your own story as a creator. This is also personal branding, that I was also at this stage, this is what I did, and this is the solution I had. That's something that works for me a lot. The second thing that I've noticed people want a lot, I don't know whether it's an Indian thing or not, Nas, please chip in. Uh, people are extremely hungry for knowledge and unbiased media, like raw media. So you throw a bomb of rawness through the podcast, and in terms of this overthinking and these emotional problems, that's where I have my Instagram game.

    7. PKPrajakta Koli1:41:50

       But is there only one kind of content that they want to consume?

    8. NKNikhil Kamath1:41:52

       No, no. There'd be a bunch of options. I want you guys to tell me what these are.

    9. RARanveer Allahbadia1:41:56

       This girl, so, uh, we're looking at this girl as a glass not half empty, empty. We're looking at this girl as somebody who wants to feel entitled, who wants to, like, be, like, have a, have a, has terrible opinions. This girl, actually, what she really wants, she wants to travel to 50 countries around the world before she's age 30. She wants to be a millionaire before she's 30.

    10. NKNikhil Kamath1:42:14

        Why? Okay-

    11. RARanveer Allahbadia1:42:14

        She doesn't want any forced arranged marriage.

    12. NKNikhil Kamath1:42:16

        Go, go, go one level deeper. Why does she want to travel?

    13. RARanveer Allahbadia1:42:19

        Because it's a human basic desire to be free and experience the world.

    14. NKNikhil Kamath1:42:24

        Is it validation amongst her peer group-

    15. RARanveer Allahbadia1:42:26

        Yes

    16. NKNikhil Kamath1:42:26

        ... a bit more than it was 10 years ago?

    17. RARanveer Allahbadia1:42:28

        No, I think it's-

    18. NKNikhil Kamath1:42:29

        And that's why travel works today?

    19. RARanveer Allahbadia1:42:30

        I think it's a, it's a basic human desire. I don't think it's validat- I don't think it's like, "I wanna travel just to tell my friends I travel." I think that's a minority. I think independently, everybody wants experiences.

    20. NKNikhil Kamath1:42:38

        I, I think, I think data would prove otherwise.

    21. RARanveer Allahbadia1:42:40

        In-

    22. NKNikhil Kamath1:42:40

        That because of social media and posting pics-

    23. RARanveer Allahbadia1:42:42

        People want to travel

    24. NKNikhil Kamath1:42:43

        ... when you travel, you travel so much more. Like, we're going after the nuance now.

    25. RARanveer Allahbadia1:42:47

        Yeah.

    26. NKNikhil Kamath1:42:47

        We are saying-

    27. RARanveer Allahbadia1:42:48

        Very Indian thing

    28. NKNikhil Kamath1:42:48

        ... what can you sell to that girl?

    29. RARanveer Allahbadia1:42:49

        Very Indian thing.

    30. NKNikhil Kamath1:42:50

        No, no, it's also a Western thing. It's prevalent outside.
24. 1:47:00 – 1:56:50

    What works today? Mission-driven content, Vlogs and more

    1. NKNikhil Kamath1:47:00

       is there a sexy answer? Like, I want to tell the 20-year-old girl what to go and create, which will do better than 100 years ago.

    2. TBTanmay Bhat1:47:09

       Okay, should we brainstorm on different categories?

    3. NKNikhil Kamath1:47:11

       Yeah, yeah.

    4. TBTanmay Bhat1:47:11

       Like, I'm assuming what is... Define her access. Like, what makes her unique?

    5. NKNikhil Kamath1:47:15

       Yeah, exactly.

    6. PKPrajakta Koli1:47:16

       Uh-

    7. NKNikhil Kamath1:47:16

       N- nothing unique, more generic, like I described-

    8. TBTanmay Bhat1:47:18

       Say she's into fashion.

    9. NKNikhil Kamath1:47:20

       Say she's a-

    10. TBTanmay Bhat1:47:23

        Or she's into math.

    11. NKNikhil Kamath1:47:23

        Very specifically-

    12. PKPrajakta Koli1:47:24

        Tech-focused

    13. NKNikhil Kamath1:47:25

        ... India-focused. She's studying BCom in a tier two college in Bangalore.

    14. TBTanmay Bhat1:47:31

        Mm.

    15. NKNikhil Kamath1:47:31

        Let's say pocket money is not 50,000. Let's say it's 10,000 rupees.

    16. TBTanmay Bhat1:47:35

        Doesn't matter.

    17. NKNikhil Kamath1:47:35

        Yeah.

    18. TBTanmay Bhat1:47:36

        Mm. But what is, what are her interests?

    19. NKNikhil Kamath1:47:38

        She likes music, Bollywood, uh, stock investing, and content creators.

    20. TBTanmay Bhat1:47:46

        All right.

    21. PKPrajakta Koli1:47:46

        Yeah.

    22. TBTanmay Bhat1:47:46

        So off the top of my head, Bollywood, she could review movies.

    23. NKNikhil Kamath1:47:49

        Yeah, I'd say-

    24. PKPrajakta Koli1:47:50

        Is that an opportunity?

    25. NKNikhil Kamath1:47:51

        New age-

    26. PKPrajakta Koli1:47:51

        Because there are, there are so many people already reviewing movies.

    27. TBTanmay Bhat1:47:54

        Yeah. What's, what's the manner in which they're reviewing movies?

    28. NKNikhil Kamath1:47:57

        Yeah.

    29. TBTanmay Bhat1:47:57

        A format idea is you could review movies either straight, like, "Hey, this is what I thought of the movie," or you review movies in a format. Like, I would do a format like, things I thought of while wa- watching Rocky Aur Rani. That's my format. That's how I'd do movie reviews.

    30. NKNikhil Kamath1:48:09

        Yeah.
25. 1:56:50 – 2:05:00

    Regional language content and tools for creators

    1. RARanveer Allahbadia1:56:50

       And then we just hit a wave.

    2. NKNikhil Kamath1:56:52

       ... Okay, next question: How big of a hack is making content in regional languages?

    3. NYNuseir Yassin1:56:58

       Big hack!

    4. TBTanmay Bhat1:57:00

       Big hack.

    5. NYNuseir Yassin1:57:00

       Huge hack.

    6. TBTanmay Bhat1:57:01

       Huge hack.

    7. NYNuseir Yassin1:57:02

       Huge. I'll give you, I'll give you a stat. Nas Daily has sixty-five million followers. Thirty million of our followers don't speak English. They cannot speak English. We have two million followers in Vietnam. That's two percent of the country, and I don't speak a single word of Vietnamese. Fourteen percent of Russia watches Nas Daily every month on YouTube, the kids, mainly. Why? It's because we take the same content that we done in, in English, and we localize it to thirteen other languages.

    8. NKNikhil Kamath1:57:30

       U- using AI or like-

    9. NYNuseir Yassin1:57:32

       Uh, we did subtitles. We did... At the beginning, we did subtitles, and now we do dubbing, which we pay $100 per minute, and now we're using AI. But all of that has, has unlocked a massive market. The question is, why?

    10. NKNikhil Kamath1:57:43

        Can you, can you also give some tools after you say why?

    11. NYNuseir Yassin1:57:45

        Yeah, absolutely. Why does Nas Daily have two million followers in Vietnam? Because the demand for content in Vietnam is very high. You have 100 million people. Each one of them has ten hours every day they want to watch videos. But the people making the videos in Vietnam are very low. There's only state media, there's, like, TV, which is boring, and then a couple of content creators. And every Hollywood movie doesn't actually make it to Vietnam. All this content you make does not make it to Vietnam. All this podcast you make does not make it to Vietnam. So there's no supply of content. When you add this content in Vietnamese, the supply is so low, you get so many views. That is called a hack, like equilibrium. There's no equilibrium in content, supply and demand. So in English, there is an equilibrium. There's enough supply of content, there's enough demand for it, you meet in the middle.

    12. TBTanmay Bhat1:58:32

        Yeah.

    13. NYNuseir Yassin1:58:32

        In Vietnamese, supply is so low-

    14. TBTanmay Bhat1:58:35

        Yeah

    15. NYNuseir Yassin1:58:35

        ... the demand is so high.

    16. TBTanmay Bhat1:58:36

        It's true. Uh, when you speak to people's identity, it generates, it generates a just a higher engagement rate, right? Be it in their native language or be it about who they are. For example, if I, if I say, "You know, ten things only engineers will understand," right? It'll get a lot more shares from engineers.

    17. NYNuseir Yassin1:58:56

        Yeah.

    18. TBTanmay Bhat1:58:56

        Ten things that only Vietnamese people will get.

    19. NKNikhil Kamath1:58:58

        That's interesting.

    20. TBTanmay Bhat1:58:59

        Yeah.

    21. NKNikhil Kamath1:58:59

        Go, go deeper in that.

    22. TBTanmay Bhat1:59:01

        If you... Speaking to someone's identity just gets, gets more. Like, like, BuzzFeed pioneered this ages ago, right?

    23. NYNuseir Yassin1:59:08

        Yeah.

    24. TBTanmay Bhat1:59:08

        BuzzFeed did, uh, "Take this quiz if you're overweight," or, "Fifteen things that fat girls will, will relate to," right? Like, they pioneered this, and it became obvious eventually. That's why nationalistic content does really well. That's why geopolitics does really well.

    25. NYNuseir Yassin1:59:23

        Yeah.

    26. TBTanmay Bhat1:59:23

        Right? Because geopolitics, you can't speak about geopolitics without attracting an identity touch point of the two countries that you're, that you're talking about. I do Pakistanis Are Savage. Why do I put Pakistani Are Savage in the title? Because I know Pakistani people are gonna, gonna click on it.

    27. NYNuseir Yassin1:59:37

        Yeah.

    28. TBTanmay Bhat1:59:37

        Right? Um, so, i- i- that's another hack, which is when you speak to people's identities, they'll, they'll-

    29. NYNuseir Yassin1:59:42

        That's good

    30. TBTanmay Bhat1:59:43

        ... engage and share more.
26. 2:05:00 – 2:07:50

    Why do creators Virtue Signal?

    1. RARanveer Allahbadia2:05:00

       will have the answer.

    2. NYNuseir Yassin2:05:00

       Um, actually, India may be a dubbing country.

    3. NKNikhil Kamath2:05:03

       Hey, what, what about virtue signaling? I know a lot of-

    4. TBTanmay Bhat2:05:06

       Yeah, what about it

    5. NKNikhil Kamath2:05:06

       ... actors and business people do it.

    6. PKPrajakta Koli2:05:08

       Can you explain what virtue signaling is?

    7. NKNikhil Kamath2:05:10

       Pretending to be a saint, wh- whereas you're as human as all of us.

    8. TBTanmay Bhat2:05:15

       Okay, like signaling-

    9. NKNikhil Kamath2:05:16

       On-

    10. TBTanmay Bhat2:05:16

        ... how virtuous you are.

    11. PKPrajakta Koli2:05:17

        Got it, got it, got it.

    12. NKNikhil Kamath2:05:17

        On social media, if you survive long enough on social media, people know exactly who you are.

    13. RARanveer Allahbadia2:05:21

        Yeah, exactly.

    14. TBTanmay Bhat2:05:22

        Virtue signaling works, Nikhil. It does work, but it creates an expectation out of you that's hard to sustain.

    15. NKNikhil Kamath2:05:29

        Yeah.

    16. TBTanmay Bhat2:05:29

        Because not everybody's as virtuous as they claim to be.

    17. NKNikhil Kamath2:05:32

        Nobody is.

    18. TBTanmay Bhat2:05:33

        Nobody is. So you can virtue signal, and it does, it does work, which is people will like you, and people will think a certain way of you.

    19. NKNikhil Kamath2:05:39

        Yeah, but I'm talking about somebody who wants to become a creator, 20 year old.

    20. TBTanmay Bhat2:05:43

        Hmm, hmm.

    21. NKNikhil Kamath2:05:44

        Will virtue signaling work for someone like that?

    22. RARanveer Allahbadia2:05:46

        S- not... I think at that stage, it's important to just stand out. All this comes later.

    23. NKNikhil Kamath2:05:50

        Yeah.

    24. RARanveer Allahbadia2:05:50

        I think it's a way to hack the algorithm.

    25. TBTanmay Bhat2:05:51

        Uh, yeah, what's the point of virtue signaling your virtues in emptiness? Like, you need a large audience [chuckles] to signal your virtue to.

    26. NKNikhil Kamath2:05:57

        [laughing]

    27. TBTanmay Bhat2:05:57

        Get your audience, then virtue signal.

    28. PKPrajakta Koli2:05:58

        You'll also not know what the virtue is-

    29. TBTanmay Bhat2:06:00

        [laughing] Yeah

    30. PKPrajakta Koli2:06:01

        ... for a very long time.
27. 2:07:50 – 2:11:25

    Right way to collaborate with creators

    1. RARanveer Allahbadia2:07:50

       start working on it right now.

    2. TBTanmay Bhat2:07:52

       You can fake it till you make it, but for how long? I mean, it's possible to fake it till you make it.

    3. NYNuseir Yassin2:07:56

       Yeah.

    4. TBTanmay Bhat2:07:57

       You can. I mean, that's true.

    5. PKPrajakta Koli2:07:59

       I also feel like collaborations are very, very powerful when you start a creative journey.

    6. NKNikhil Kamath2:08:04

       That's interesting. Go into that.

    7. PKPrajakta Koli2:08:06

       Yeah.

    8. NKNikhil Kamath2:08:06

       How does, how does a new person collaborate, and who do they collaborate with?

    9. PKPrajakta Koli2:08:09

       With other new people.

    10. RARanveer Allahbadia2:08:11

        Like people who are near your numbers.

    11. NKNikhil Kamath2:08:12

        How do you find them?

    12. PKPrajakta Koli2:08:13

        Or you can be ambitious. Like, I remember shooting Lily or Text a- as often as I could-

    13. TBTanmay Bhat2:08:19

        We all have

    14. PKPrajakta Koli2:08:19

        ... till it happened. Yeah.

    15. TBTanmay Bhat2:08:20

        We all have shot Lily or Text at some point. [laughing]

    16. PKPrajakta Koli2:08:21

        Till it actually happened. I remember shooting, uh, or, like, just kind of manifesting in my head and wanting to do something with Hrithik Roshan, I'm a huge fan, till that happened. But that's, that took a long, long time. I'm just saying, in general, I have learnt so much from-

    17. NKNikhil Kamath2:08:37

        And what works when you message these people? What can one say that will work?

    18. PKPrajakta Koli2:08:41

        "Hi, I'm a creator, and this is what I do, and I really, really like your work, and if you have some time, I would love to shoot something with you."

    19. TBTanmay Bhat2:08:48

        Doesn't work. Doesn't work.

    20. PKPrajakta Koli2:08:49

        It doesn't work, though.

    21. TBTanmay Bhat2:08:49

        It's just wh- whenever you are asking someone anything, their time, money-

    22. NYNuseir Yassin2:08:55

        Especially their time

    23. TBTanmay Bhat2:08:55

        ... especially their time, you've got to understand what would incentivize them.

    24. NYNuseir Yassin2:08:59

        You must give them value.

    25. PKPrajakta Koli2:09:01

        Yeah.

    26. RARanveer Allahbadia2:09:01

        ...When I speak about collaborations, I also speak about friendships and, uh, allies in the creator community.

    27. NYNuseir Yassin2:09:07

        Say, I'm a creator beginning today.

    28. RARanveer Allahbadia2:09:09

        Mm-hmm.

    29. NYNuseir Yassin2:09:09

        I want to be a part of a ecosystem with other curators and creators. How do I find them?

    30. RARanveer Allahbadia2:09:16

        When I started off, I don't know, I don't think YouTube does that anymore, but when I started off, I remember telling my partner manager at YouTube or just shooting texts to YouTube, saying when-
28. 2:11:25 – 2:19:50

    Strategies: Thumbnail and Titles

    1. NYNuseir Yassin2:11:25

       and titles, how important are they?

    2. TBTanmay Bhat2:11:27

       Very important!

    3. NYNuseir Yassin2:11:29

       Not important.

    4. RARanveer Allahbadia2:11:30

       [laughing] Not?

    5. NYNuseir Yassin2:11:31

       Really.

    6. RARanveer Allahbadia2:11:31

       Mm.

    7. NYNuseir Yassin2:11:32

       At all. Zero.

    8. TBTanmay Bhat2:11:35

       Should we debate?

    9. NYNuseir Yassin2:11:36

       Yeah. Go ahead. Why is it important?

    10. TBTanmay Bhat2:11:39

        Um, sizzle matters as much as steak.

    11. NYNuseir Yassin2:11:45

        Steak.

    12. RARanveer Allahbadia2:11:45

        [laughing]

    13. TBTanmay Bhat2:11:46

        Uh, sizzle, sizzle matters. Um, I mean, there's e- enough documented evidence that suggests that... I mean, MrBeast is a great example. Just last week, he was tweeting about how videos where he closes his mouth get a lot more views than videos- than thumbnails where his mouth is open.

    14. NYNuseir Yassin2:12:02

        I thought he said the other thing, thumbnails where his mouth is open get more views. 'Cause then people-

    15. TBTanmay Bhat2:12:07

        Well, either or, either or.

    16. NYNuseir Yassin2:12:08

        Yeah.

    17. TBTanmay Bhat2:12:08

        Basically, he changed one variable-

    18. NYNuseir Yassin2:12:10

        'Cause when his mouth is open, people think he's saying something and wanna click it.

    19. TBTanmay Bhat2:12:12

        Yeah, yeah, yeah. So e- either or, which is, oh, he changed one variable, and that, that made a big difference.

    20. NYNuseir Yassin2:12:17

        Mm.

    21. TBTanmay Bhat2:12:18

        Boring title... I mean, there's a... Nuseir, how can you disagree? Boring title-- I mean, of course, short, on short video, it's, it's, it's-

    22. NYNuseir Yassin2:12:23

        That's my point

    23. TBTanmay Bhat2:12:24

        ... the short video, it's completely different.

    24. NYNuseir Yassin2:12:25

        What I'm trying to say is there's only one platform and one type of video-

    25. TBTanmay Bhat2:12:29

        Yeah

    26. NYNuseir Yassin2:12:29

        ... where thumbnail and title matter, which is a long video on YouTube.

    27. TBTanmay Bhat2:12:33

        Yeah, on YouTube. Yeah, yeah.

    28. NYNuseir Yassin2:12:34

        The majority of people watching this are gonna be uploading Instagram reels.

    29. TBTanmay Bhat2:12:38

        Yes.

    30. NYNuseir Yassin2:12:39

        On an Instagram reels, the title doesn't matter-
29. 2:19:50 – 2:27:40

    Practical hacks and advice for creators

    1. RARanveer Allahbadia2:19:50

       from, but they come out well.

    2. PKPrajakta Koli2:19:51

       Yeah.

    3. NKNikhil Kamath2:19:51

       Right. Give me one unique hack each that you guys learnt along your illustrious journeys, like decade, decade, decade, decade plus, right?

    4. TBTanmay Bhat2:20:04

       What the [beep] have we been doing this far? [laughing]

    5. NKNikhil Kamath2:20:06

       One- [laughing]

    6. TBTanmay Bhat2:20:07

       It's all been insights that we have learned over the last decade.

    7. NKNikhil Kamath2:20:10

       One hack-

    8. TBTanmay Bhat2:20:11

       Yeah.

    9. NKNikhil Kamath2:20:11

       One hack to a 20-year-old boy or girl who wants to become a creator.

    10. PKPrajakta Koli2:20:15

        Um, when you're starting off, don't care as much about expensive equipment, setups-

    11. TBTanmay Bhat2:20:22

        Yeah, yeah.

    12. PKPrajakta Koli2:20:23

        ... money investment, marketing, when you're starting off.

    13. NKNikhil Kamath2:20:27

        Equipment doesn't matter that much?

    14. PKPrajakta Koli2:20:29

        No, as long-

    15. TBTanmay Bhat2:20:29

        No.

    16. PKPrajakta Koli2:20:29

        I mean, you have cell phones right now that have cameras with good sound, good video.

    17. NKNikhil Kamath2:20:33

        Yes, nice.

    18. PKPrajakta Koli2:20:33

        Even if it's a basic one. Whatever you're using.

    19. RARanveer Allahbadia2:20:37

        If you, any, any-

    20. TBTanmay Bhat2:20:38

        So then most of them are good.

    21. PKPrajakta Koli2:20:40

        Any, most of them are good.

    22. TBTanmay Bhat2:20:40

        Most of them are good.

    23. PKPrajakta Koli2:20:40

        As long as your video is crisp, clear, visible, and your sound is audible, I think you're good to start off.

    24. NKNikhil Kamath2:20:47

        Do you think increased clarity leads to increased views, like the production quality?

    25. RARanveer Allahbadia2:20:54

        Hmm.

    26. TBTanmay Bhat2:20:54

        Production quality-

    27. NYNuseir Yassin2:20:55

        No, no

    28. TBTanmay Bhat2:20:55

        ... doesn't lead to increased views.

    29. NYNuseir Yassin2:20:56

        At some point, it becomes inversely correlated.

    30. RARanveer Allahbadia2:20:58

        Yeah, yeah.

Episode duration: 3:09:14