Getting More Views Is Hurting Your Business

Going viral can actively hurt your business.

Not in a "views don't matter" way. I mean it can poison your pipeline for months.

And the algorithm will happily keep it that way.

Here's what I wanna cover:

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This takes two minutes and it reorders your entire content plan.

Pull up your last five videos.

Write cash collected next to each one instead of views.

Now reorder them.

The order changes, almost every time.

Whatever ends up at the top is the content you should be making more of.

No matter what the view count says.

Let me give this the credit it deserves first.

Chasing views is completely correct for some businesses.

If you're a $100/month SaaS trying to take market share, you should absolutely be the known name.

Convert a small slice of a huge number and the math works.

Now run that same play on a $5,000, $10,000, or $20,000 service.

Opposite result.

A viral audience is an audience of people who can't buy from you.

And it doesn't stop when the views stop.

The algorithm reads who watched, decides that's your audience, and keeps feeding you more of them.

So you didn't just waste a video.

You taught YouTube the wrong thing about your channel, and now it's compounding in the wrong direction.

To be clear, this isn't "views don't matter."

Views matter a lot.

BUT only inside your TAM.

Say your ICP is 500,000 people on YouTube.

Most of your videos only have the ceiling to reach about 100,000 of them.

Sometimes you widen the angle so one video can reach 250,000 or 400,000 of that same pool.

Beginners see it.

Advanced people see it.

You're appealing to the whole TAM instead of one corner of it.

That's TAM expansion, and it looks nothing like chasing a trend.

You're going as wide as possible inside the group of people who can actually write the check.

And the bar is lower than you think.

Most business channels can be making money at 5,000 or 6,000 views a video.

Someone messaged me about one of our client's channels a while back.

Said it "isn't doing anything great."

3,000 subscribers. 2,000 to 3,000 views a video.

I said, " Well, Aaron closed $36,000 last month”

And his thought process completely flipped

Here's why that works on so few views.

On LinkedIn or Twitter, somebody spends 60 seconds reading you.

Instagram is a step up. YouTube is that to the max.

Somebody watches 20 minutes of you, decides you're alright, and gets on a call already knowing your service, your opinions, and how you talk.

Aaron had one buyer tell him: "I just binge watched all of your YouTube videos. I'm ready to buy."

You don't get that from a viral video.

You get it from the right 3,000 people.

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Appreciate you stopping by,

Braden