Lenny's Podcast: Product | Career | Growth
01:13:22 · Lenny Rachitsky, Hector Serrano
[01:13:22] S0: And so interestingly, this is just another, let's say, alpha opportunity to grow, which is the founder sharing their story in a really compelling way. [01:13:30] S1: And and and you see, like, everything starts to tie in as well because the more places you show up organically and the more touch points you have with the customer, the cheaper it's going get when it comes to paid. Because what is it? I think a customer needs to... A person needs to see a piece of content of the company like seven times before they actually make a purchase. If you're able to hit them on YouTube, long form, which is a bunch of trust built up since it's a long form platform, then you're also posting Instagram reels from the founder. You're also posting on LinkedIn. Then when they get to Meta, on the first ad they see, they're gonna convert. So, like, I think these organic channels worked hand in hand with paid. Like, the more that you have activated and the more you have running, the cheaper all the conversions get across all platforms. [01:14:10] S0: And then your paid platform gets credit for that conversion. [01:14:13] S1: Exactly. A [01:14:15] S0: final thing I just want to talk through briefly. You had this awesome video where you share what the team looks like to do founder led content. I'll briefly share because I think this is really important for people. I will point to the video where you go deeper. Basically, it's a head of content, a videographer to film you, a YouTube team to package it, and a short form editor to take it and create clips. [01:14:37] S1: Yes. Exactly.
01:14:37 · Hector Serrano, Lenny Rachitsky
[01:14:37] S1: Yes. Exactly. [01:14:39] S0: The content person, would that be you? Like, are you that person also doing the UGC paid stuff? [01:14:44] S1: Yeah. Yeah. Yeah. So... Yeah. So I'm the head of content, and that's why if you find a young person who understands content, they can basically do anything whether it's organic, whether it's paid. And that's why it's important to find someone with a following as well because, again, I understand how to build a following, and I know how to build a team now. And the funny thing is, like, how I was mentioning previously, is, like, every person that's part of my team, whether it be for UGC or whether it be for the founder led content team, I hired them from my Instagram stories. The way I got our videographer, he's 24 years old. I posted on my Instagram story. I think it was in May, like, after my college graduation. I posted looking for a videographer full time in San Francisco. Slide up if you're the right fit. I probably had, like, I don't know, 80 people reply on my story. And then from there, there was this kid named Alex. He was in Australia at the time. He's an American, like, vacationing in Australia. And he seemed like a great fit, and we flew him out to San Francisco, like, on three day notice, and we got him started. And then same for the YouTube agency. We met through Instagram, and now they're some of my close friends. So it's, like, typically the best social people you also find on social platforms, sort of how it goes.
01:14:44 · Hector Serrano, Lenny Rachitsky
[01:14:44] S1: Yeah. Yeah. Yeah. So... Yeah. So I'm the head of content, and that's why if you find a young person who understands content, they can basically do anything whether it's organic, whether it's paid. And that's why it's important to find someone with a following as well because, again, I understand how to build a following, and I know how to build a team now. And the funny thing is, like, how I was mentioning previously, is, like, every person that's part of my team, whether it be for UGC or whether it be for the founder led content team, I hired them from my Instagram stories. The way I got our videographer, he's 24 years old. I posted on my Instagram story. I think it was in May, like, after my college graduation. I posted looking for a videographer full time in San Francisco. Slide up if you're the right fit. I probably had, like, I don't know, 80 people reply on my story. And then from there, there was this kid named Alex. He was in Australia at the time. He's an American, like, vacationing in Australia. And he seemed like a great fit, and we flew him out to San Francisco, like, on three day notice, and we got him started. And then same for the YouTube agency. We met through Instagram, and now they're some of my close friends. So it's, like, typically the best social people you also find on social platforms, sort of how it goes. [01:15:55] S0: There's just so much win from having an audience. That's one recurring takeaway from [01:15:59] S1: the A 100%.
01:15:59 · Hector Serrano, Lenny Rachitsky
[01:15:59] S1: the A 100%. [01:16:00] S0: From your story. Okay. So one last tidbit you shared in this video that we'll share is, so you have this head of content, there's Hector, there's someone filming, videographer, there's YouTube team, short form. You actually shared the YouTube packaging team if you had to kind of pick which needs to be stronger, you found the the YouTube team needs to... Is is more important than even the quality of the video.
01:16:19 · Hector Serrano
[01:16:19] S1: Yeah. YouTube is generally one of the hardest platforms, which is why when you said Instagram or YouTube, I backtracked, and I was like, actually, YouTube is very important, and that's actually where I started as well. And I saw how much goes into making YouTube videos. Like, it's not just, oh, you make a video, you post it, and you put a thumbnail on some sort of picture, and then you're good. It's like, at the end of the day, the way I like to think about it is you could have a masterpiece of a video. You can make a Hollywood production movie, but if you put a bad thumbnail and a bad title that doesn't intrigue people to click on it, no one's actually gonna know how good your video is. So you might have invested all this time, all this money, all this energy, and effort into making this masterpiece of a video, but if you don't understand how YouTube works and how it's actually in a rank the highest, you're not going to get the results you want. And that's why I think the YouTube side is so important because it's not only a thumbnail. It's not only the click through rate. It's not only the title, the the watch, or the average view duration. It's also like the storytelling, the pacing, how you package it, the intro, how, like, the thumbnail needs to tie into the video, and there actually needs some... Needs to be some sort of payoff because if you don't, then you're gonna have more of a drop off rate, people aren't gonna stick along to actually watch a video. And, like, the better your YouTube team is, the easier it makes it for the short form side because, typically, the people that you're using for short form maybe aren't as... I guess, they're not as committed because they typically have a lot of clients and they're overseas as well. Like, a lot of our short form editors are from Germany. We have one as well in Romania, I think, and then one in Australia. And they're really good short form editors, but they, again, wanna get a lot of clips out, so they're not gonna pay as much of attention to the actual storytelling, and they're not gonna be that good with the clip selection. So if I send them forty hours of footage, I might not get back the best clips.
01:17:58 · Hector Serrano, Lenny Rachitsky
Whereas if my YouTube team is really good in the post production, they put a super good fifteen minute video, then I can send that to my editors in, like, a clean slate with no titles, no music, etcetera, and they can just click the best moments and then they get into, like, really good short form pieces. And that's that's kind of the reason why I say the long form team is the most important part. And it's also the one that has the most likes. Like, YouTube videos can write... Can run on for ages and ages. Like, even on my own personal channel, I've had a video that's been up now for, like, five years. And I think, like, a year ago, it was at, like, what, 40,000 views, and now it's, 600,000 views. And it's like, YouTube videos have so... Like, the longest half life out of any platform, and it's truly insane. Like, some of the videos we post on Tanay's channel might be, like, five, 6,000,000 views in a few years. And that's what's cool about YouTube. It's like a long term investment. [01:18:44] S0: I've discovered very similar things with YouTube. It's a wondrous platform. It's maybe the only platform where you can discover... Where new people discover you at scale.