My Weird Method for Winning at Shorts, Reels, & TikTok
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Welcome to the Marketing Seekers Podcast. My name is Russell Brunson, and I'm what you call a serial entrepreneur, but with a twist. You see, 50% of my time, I'm the CEO of ClickFunnels, helping over 100,000 brands to grow their companies with funnels. And the other 50% of my time, I'm actually in the trenches using ClickFunnels to grow the startups I believe in. During this podcast, I'll take you behind the scenes and show you how we are bootstrapping ClickFunnels and my other businesses from startup to nine figures and beyond. Welcome to the show.

Hey, what's up? This is Russell. Welcome back to the Marketing Secrets Podcast. Today, I'm in a new studio. We are filming this on video, on audio, and we're going to see how this one turns out. I'm excited because over the last couple of years, we've been doing a lot of podcasts. As you guys know, our faithful podcast listeners, thank you. But we haven't been promoting the podcast heavily. It's just kind of whoever's listening is listening. And so, all right, let's get started.

They had the idea like, hey, what if we set up a little studio, we record these things with some videos, that way we can use video clips to push people from Instagram and Facebook and YouTube and all the socials back to the podcast. And so now we're filming this in a couple different ways, which is exciting. So hopefully this may be a failed experiment, may be amazing. You'll find out soon if we keep on doing these. So I'm excited though. So today, what I want to talk about today's episode, and hopefully it'll be interesting to you guys,

is just kind of a shift that I'm seeing in social. Maybe I'm the one creating the shift, I don't know. Maybe it's something different. I just know that for a long time, especially Instagram, like I love Instagram, so it's probably the one I spend the most of my time on, but usually when something happens in a platform, it bleeds across all the platforms, right? Like when TikTok came out and started doing shorts and people were like, oh, this is the greatest thing. And of course, Instagram copied it and YouTube copied it and everyone copied it. So like the...

what works on one platform starts bleeding into other platforms as well, right? And so short form over the last two years has been kind of the thing, right? It's getting momentum. And I think in our space, in our world, the first person who really blew it up was Alex Hermozy, right? And it's funny because now everyone's like, oh, you're doing Hermozy style videos? I get probably 30 people a day hitting me up on Instagram like, hey, do you want us to do Hermozy style videos for you? I'm like, you mean a video teaching a principle that's short form? Like,

Anyway, so good job, Alex. You got titled the... You know, you got the... They named the type of video after you, which is awesome. But it's interesting. Whenever that happens, then, like, everyone starts modeling, right? It's always...

In any kind of marketing, it's always like you're looking for the pattern interrupt. What's the pattern interrupt that's going to be different than what everybody else is doing? And then you do that pattern interrupt. It works really effectively. Everyone sees you, they copy you, and then that pattern interrupt becomes the pattern, and then it stops working as well. So I'm always looking at what's the next pattern interrupt? What's the next thing that's really going to work? And so I'm always watching, and it's interesting, actually. Man, it's been...

Over a month, a month ago, a month and a half ago now, I deleted all the socials off my phone, which I'd never done before. But I was getting not canceled. I was getting semi-canceled. There was a lot of heat over a mistake that I made that came out. And I just I needed to get off it for my own well-being. So I kind of deleted Instagram and Facebook, all this, all the socials off my phones and

But I got a separate phone, a social phone. So social phone stays in my office. So I'm not on it all the time. Like I only see it when I need to and it's a separate thing now. So social is not following me everywhere, which has been really, really nice. But I have a spot where I can go and I can look at social and go through things. So there was this one interesting – there was this kid –

He's probably a 12-year-old kid or something like that. And he started a social channel, Instagram channel. And it was funny. He's like, I'm going to do one drumbeat for every follower I get or something. And so the very first one is like him and his mom. So he's like, one drumbeat, that's it. And then the next day, he had like five followers. He's like, five drumbeats, one, two, three, four, five.

and somewhere between like one and like 10 drum beats, it went viral. Something happened, someone shared it, and so the next day, the kid's like, "I had 10,000 followers." So he's like doing the drums like 10,000 times, right? And then that video went viral. And so the next day, it was hilarious. It was like 30 or 40,000 drum beats. And he's like, you see him, he's like, "Hey guys,

"I'm gonna do 30,000 drum beats today." And you see the kid just like wailing on these drums. And then the next day it was like 350,000, I think it's based on how many followers on the channel. So next day it was like 350,000 followers. And you see the video of him, he's like, "Hey,

So, I had 350,000 followers. Anyway, within like seven to ten videos, this kid went from being an unknown person to having an Instagram following almost as big as me. And then after like 350,000, he's like, I have to stop. I have to go to school. It was the funniest thing. And then he transformed the channel. But I saw how fast it grew, which was really fascinating. And I started looking. I was like, that's an interesting series. I wonder who else is doing this.

a series like this. One of my favorites, someone who I've been modeling and watching now for almost two years is Connor Price. And Connor is a rapper in Vegas. He's a rapper, he's a child actor, he's kind of this super talented kid, which is so annoying to have someone that talented. No, just kidding, he's awesome. But he started doing these series and I watched him go from a relatively unknown rapper to becoming on all the top lists. He's at all the big, I don't know, what's music? Is it Emmys, Grammys, whatever it is. He's at all the shows. And I watched him just kind of blow up

But it all started, the way I found out about him was my kids were like, "Dad, have you seen the Spin the Globe guy?" I'm like, "What's the Spin the Globe kid?" And so they showed me, and so he started this series. And the series was basically, you get a globe, you spin the globe, and you pick a spot, and he's like, "Zimbabwe." And he's like, "I'm gonna go find an up-and-coming rapper in Zimbabwe." So he goes to Zimbabwe, he finds an up-and-coming rapper,

from that he uh from the you know finding the rapper then he does this collab with him they write he gives them a beat they write a verse he writes a verse they put it together and boom becomes a song right and so he's telling this story about this other rapper so what happens then this person here in Zimbabwe he blows up because Conor's bringing his people everyone hears the vice versa and then they see the story behind the song and then they all jump to Spotify to go to go download it right or to go listen to it and if you look at like

What is the product that rappers are selling? It's Spotify, right? It's a Spotify meet. That's their long form content, so they make their money. So he's building this short form to tell the story that then pushes into the long form, right? So he did the first Spin the Globe and it blew up, I think like 20 million views. And he's just like, okay. So he did a second one, picked somebody in another country. Another country. He did like, I think, eight episodes in the series for like season number one. And he went from relatively unknown. I think he said his goal was like to get 2 million views.

streams in a year or something like that. Maybe it was a million. He had some goal of that and he ended up getting 20 million streams in a month or something. It was just crazy how this series blew him up by telling the story behind the music, behind the long form content, which is what he was actually selling. I started watching him and he did season number one and then he took that and put it all together and then launched the whole Spotify playlist, which is like, here's the first five episodes of Spin the Globe. They came back later, here's Spin the Globe season two and they do the next thing. I'm like,

I watched how my kids got into it and I got into it. Everyone's getting into it. I'm like, this series like sucks you in, right? And then I saw another one that was interesting was a guy who was like, I'm going to ice bath every single day for the next 365 days.

which is a horrible challenge to do, but that's the challenge he picked, right? So you see him in the first ice bath, then the next ice bath, and he's in there every day. And then he did a little run for the series where he's like, I'm going to add a minute for every hundred subscribers I get or something. And so he had a couple of videos where he's in the ice bath, like 30 minutes. He's just like, please stop subscribing to my channel. There's too many of you. I can't do this anymore. My body's literally going to freeze. But I watched his channel and in a year blew up because everyone's like watching this thing. And what's fascinating about these series, I think is really interesting, is like,

Traditionally, if you look at most social content, right, is you create something, you put it out there in the world and it hits, and then it disappears in the feed, right? It starts dropping down and within a week or two it's gone. So you spent all this time creating the thing and it disappears.

And I don't know about you, for me as a creator, I hate creating something amazing that's gonna disappear, right? If you look at, actually if you go to understand.me, blatant pitch in the middle of the podcast, if you go to understand.me, we've created a really cool application, it's free. You go create an account and you can take all the profiles, like Disprofile, Enneagram, 16personality/Meyerbriggs, Love Language, you take all those

And it builds, it shows all your personality profiles, right? In fact, if you want to see all my personality profiles, if you go to understand.me slash Russell Brunson, you can see exactly my disc profiles, my 16 personalities. It's kind of a cool thing. Anyway, so if you look at my disc profile, there's like the disc profile and then there's the motivators, the values, like the things you value the most. And my number one motivator, my number one value, according to disc, is ROI, is economics. And that always bothered me because like, yes, I'm in business, but I don't really, I'm not someone who like,

I don't stress out money. I don't like, I don't, I'm not like, I gotta make this much money. Like our, like the return on investment of cash is not, it didn't make sense to me. I was like, that's not really my motivator. And then I had, um, Mandy Keene, who's my partner in understand not me. She's the guru, the face of the business. She told me, she's like, no ROI. It doesn't mean, it doesn't always mean just like money in the bank. It's the, the, what's the return on investment in any situation. So if I'm having a conversation with somebody, what's the return on my investment, right? What's the return on my investment in whatever the thing might be. Right. And so

And so, in fact, it's interesting, it's why I struggle in school so much. I'm sitting there in this classroom, my ADD, like, what is the return on my investment? Like, what am I doing? This seems stupid. Like, what's the purpose of this, right? If I'm in a conversation with somebody, if I can't figure out, like, what's the return on investment? I struggle. Even reading a book, like, reading a book's really hard for me unless I know I'm gonna do a podcast about it. Because now the return on investment's like, I read this thing, I can share it in a podcast and I get value out of the sharing of it, right? So for me, it's always the return on investment. So when I create social content, it hits and then disappears in the feed,

Like that for me is, it's painful. I'm just like, man, that sucks. Like it just disappeared. Like what's the return on my investment, right? It disappears. And what's interesting about a series, I watched all the series I've been connected to on social right now, right? Like the Connor Prices. Like when I found the one, I think I found about Spin the Globe like in episode four or five. I watched Spin the Globe episode four and I was like, this is amazing.

And it was like episode four. So I went back and said, what's episode one? So I went scrolling through the feed, going back in time to find episode one. Episode two, episode three, right? Which is kind of interesting. With the guy who was doing the 365 days of ice baths, I popped in like day 180 and he's in a trash can. That's when it caught me in the dish. He's in a trash can full of ice and he's like freaking out. I'm like, what in the world? So I started scrolling back in time to go watch all the rest of the series.

Prior to this, I'd never once scrolled backwards in someone's Instagram feed to go find something. Because you see the thing, you get the hit of dopamine, then you're on to the next thing, right? But because I got sucked into a series, I got pulled in midway through. I had to go back in time and go back and watch the rest of the things, right? We have something similar. If you look at reality TV shows, you look at a series like Modern Family. I'd never seen that show. I always thought I would hate it. And then one day I walked in, I think someone was watching it, and I saw one episode of Modern Family. I was like, this is amazing.

right? And I was probably season six or five or whatever season season randomly. And I'm like, okay. So then I went back to Netflix, found season one, and then I binged it back through. Right. So series does this really cool thing where by having a series, it pulls people back into your feedback and your content, um, which is, which is fascinating. So, um, anyway, I'm telling all this because, um, I'm seeing this as the trend and I don't think most people can do it because it's a harder trend to do. Like everyone wants to do just the one off for Mosey style videos where you

Drop a line, you know, and you're done. But I was like, I want to do something different. So I'm trying to become a pattern interrupt right now for myself. And you've probably seen this. So yesterday, or maybe it was two days ago, we dropped the very first video in my new series. And I was like, what's a series of something I'm doing anyway, but I'm documenting the journey. This is like Gary Vaynerchuk 101. Document, don't create.

right? I don't know about how many of you guys, like somebody, for me, it's like, I've written three books on marketing and I still get in front of a camera and they're like, hey, like tell us something smart about marketing. I'm like trying to create like a new video. I'm like, I don't know. I got nothing. You know what I mean? And I go through my book. I'm like, oh, I could talk about this, I guess. But it's so hard for me to like sit down and do that. Hermosi's brilliant. Like he's, his mind is, I mean, if you know him personally, like he's,

he was like valedictorian in his school. He was like, he's one of the smartest humans I've ever met in my life. Don't tell him I said that. Cause you know, it'll go to his head, but he, he literally a genius. And so he's able to like, and he's also one of the greatest salespeople I've ever seen. So like he can, he just rattles stuff off. He has an amazing memory. Like he's so good at that. And even for me, like it's, I struggle to do short for my case, 60 seconds, teach something and then drop a mic. Like I struggle. I'm better long for, I'm better. Like

spending the 20 minutes together on a podcast or 90 minutes at a webinar or four days in an event. I'm better at long form. I struggle with the short form to drop the bomb. But that's coming back to creating, creating, creating. It's hard to keep creating. How do you create 10 reels a week? That's hard. But the series is cool because it's like, what's something you're already doing anyway and then you're just documenting the journey, which is way easier. So for me, it's like, well, I'm writing a book right now and so...

And I've been writing, I didn't realize this until I was recording episode number one. It's been like 1,079 days, which was like two years, 11 months. I can't remember exactly, but when I got the contract from Hay House to write this book and I still, I had written like 10 different drafts of it. And so,

what I did for my very first episode was like, here's day number one of me writing a best-selling book and hopefully selling a million copies. Like, that's the goal. I'm calling my shot. This is where I'm gonna go, right? Just like the ice bath guy. Like, my goal is I'm gonna do an ice bath every day for 365 days, right? I'm gonna do a drum beat for every follower I get on Instagram, right? Like, it's like I'm calling my shot and then I'm documenting the process of me trying to achieve that, right? So I tell the story how like,

I think it's .4% of books ever sell over 100,000 copies. My three books all sold over 100,000 copies. This is amazing, I'm in the top .4%. But guess what? Only .003% have ever sold a million copies of the book. And my next one I want to sell a million copies. So here's my journey of how I'm going to go from zero to a million copies. And by the way, I've had this contract to write the book now for almost three years.

I still haven't written it. I'm deleting the whole thing today, and today I'm starting over. So I delete the entire manuscript off thing, and I'm like, day number one, here's what I'm doing. And then basically every morning I wake up to write. I just grab this camera out. I record. Hey, it's day number two of how to write a best-selling book and hopefully selling a million copies. Today I'm editing. And then I was on the plane, and I was using my free write to type. So I'm like, hey, day number five. I'm jumping on a plane right now. I got my free write. I'm going to write. It's really cool because free write forces you not to use your analytical brain. You can only use your creative brain. And so I was on the plane, and I'm writing. And it's funny because

The video editor's like, you have to get B-rolls. So I'm on a plane. It's so awkward. I'm on a plane. I have my free ride. I'm typing. And I'm like, how do I get B-rolls? So I have my phone. And I'm clicking record. I'm trying to put it in my seatbelt so they can see me typing. And then all the people on the plane are, I'm sure, looking and making fun of me. Like, this is so embarrassing. So I'm trying to type. And then

but the phone keeps falling out, I can't get B-roll in my hand, so then I'm like, I'm trying to put the seatbelt up around my chest, so I can put the phone in, and it's falling down, and I'm trying to pinch the phone with my neck as I'm trying to get B-roll in my hands, and I'm like, having the phone, I'm holding it with one hand, I'm typing it, going around, like, it's so embarrassing, making your own B-roll by yourself while you're on a plane with people, anyway, super embarrassing. Then at my house, I do the same thing, I do the thing, and I set up my phone right here, I click record, and then I have me typing, and then if I'm reading a book, I like set up, and so I'm getting these little B-roll shots,

And then I sent it to the editors and they're popping out a 90 second video of me just each day. Like here's day one and one, day number two, what else is there, day number three. And so I think I've recorded seven or eight days now, which is awesome. And then I got to the spot where I was like, I'm doing my research phase, right? And so chapter number one, I'm talking about this concept called the resistance, which Steven Pressfield, who wrote The War of Art, is all about resistance. I'm like, I would love to interview this guy. So then I'm like,

I'm going to interview, so like this day, you know, one of the days, like I'm on Instagram, like, holy crap, Steven Pressfield already follows me. Like, this is insane. So I follow him, I mess with him, like, hey man, can I interview you for my thing? And we start a conversation and then like, now next week I'm going to be in the studio recording an interview with him, which will become a YouTube video, but it'll become part of me documenting the journey, which then becomes part of the book. Like, it's just me documenting the journey and it's fun as opposed to like, Russell, be creative, go.

Hey guys, welcome to my video. Let me tell you three secrets about, you know, like so much harder to do consistently where this is like, I'm writing the book anyway, let me just do it. I have a wrestling tournament coming up in a month, so I'm probably doing a little mini-series like how I'm going to get in shape in the next 30 days for a wrestling tournament and how I got to lose 17 pounds or something like that, right? And that becomes a little mini-series. And some of the series aren't tied to, so you'll notice my channel over time, we're doing more

there's gonna be multiple different series in there because they hook people and drag them into the storyline right and it's again this is like storytelling 101 it's so i think it's so much more powerful anyway we're gonna find out jury's out on the idea but i think it's really cool but um i have the series like day one day two but also just random series like for me for example uh you may or may not know i order anywhere from one to a hundred books a day depending on

honestly how I'm feeling when I'm like not feeling good about myself or I'm depressed or like struggling or whatever, I'm on eBay searching and you know, a week later, if like 20 books show up or 30 books show up, people like, wait, what happened last week? Why were you upset? I'm like, I don't remember now it's over. But, um, but I'm getting these books every day. Right. And like, I'm opening these books. I'm finding some of these treasures I'm finding are insane. And so, uh, my team was like, what if you started filming yourself opening the boxes every day? I'm like, Oh,

In fact, we had two or three that we filmed with me randomly, and those videos got like 300,000 views on Shorts. Like, it's crazy. So I'm like, all right. So now every time I open my boxes, I click the camera. I'm like, what's up? This is the day in the life of the bibliomania. I got 20 boxes today. Let's open some. And then if anything cool comes out or a cool story, then they sync to just that, and that becomes the reel for the day. It's not just like I have this storyline being posted. I got these books I'm opening. It's like it's making my feed more story, right? Again, the whole concept of document, don't create, like –

Anyway, so that's what I'm going to do. And I'm having way more fun with it so far. So anyway, I want to share with you guys today because, I don't know, if you've tried to do Hormonesy style videos, I tried. We filmed like 50 something of them in a day. And it was like, it was painful. It was hard. For me, they didn't perform as well. I didn't feel natural. It wasn't like the Russell style. It was me trying to be something I wasn't. And I feel like this format for me is more fun, more easy, more sustainable. And I think, again, jury's out, but I think that

what's going to happen over time that this will grow pretty dramatically. People will come in on episode 38 of me writing a book and they're like, what's the story? And they're going to binge watch 38 episodes of shorts, which now I have to spend an hour and a half with them versus right now you get these pops of hits every once in a while. So from there they want to go to the long form. So when the book is actually done, people

going to want to do it, right? Maybe you document you creating your next course. You document you writing your book. You document you whatever the thing you're doing, right? The event you're putting on. Like we have Funnel Hockey Live in 189 days from today. I could be like, how to fill Funnel Hockey Live? How to fill an event? Day number 192. You know, like what are you doing anyway?

Call your shot, this is the goal. So I'm doing it, I'm gonna take you on a journey, and boom, and now you got this fascinating, cool thing, you're gonna bring people into your world, and over time, this is how you create binge-worthy content, where people will go back and binge what you're doing. And for me, as someone who, like, ROI is my number one motivator, I love that, 'cause now what I'm creating doesn't just appear in the feed, it's not a one-hit, you know, dopamine hit, but it's like a long-term thing where

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What's up, everybody? Really quick, I want to jump in because I am excited for our next sponsor of the show. The next sponsor is Mint Mobile. I found out about Mint originally when Ryan Reynolds bought the company. And Ryan's not only one of the greatest actors of all time, he's one of the best marketers I've ever seen. If you've watched

the funny viral ads he's created something that all of us marketers should be studying and watching and I remember watching the ads from Mint Mobile and they were amazing number one and number two when I started seeing what they were doing I got really excited and so I'm pumped to have them as a sponsor for the show and what I didn't realize until I got my own Mint Mobile account was that typically with most cell phone companies as you probably know you gotta pay anywhere from 70, 80, 100 dollars a month or more for premium wireless service and the reason for that is

is because you gotta deal with TV commercials, and then on top of that, you got the retail stores and the sales people, and there's all these costs along the way. What Mint Mobile does is they sell their wireless services online, cutting out the costs of all of these retail stores and sales people, saving you a ton of money. So instead of paying 50, 70, $100 a month, you only pay $15 per month,

as part of this premium phone plan. And so because I decided to check it out on my phone, and so far I love it, they've been really, really good. Since I've been loving it so much, I was pumped when they asked if we could partner up to help people who are listening to this episode of the podcast actually save money, and they said yes. So here is a special offer we created for you guys. You can now save a ton of money by switching to Mint Mobile for just $15 a month.

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There's the game plan. I hope you guys enjoy it. Hope it helps you guys. If not, then don't try it. But if it is, try out this method. And then also, I recommend go to my Instagram. Go to Instagram.com slash Russell Brunson and go find day number one. You'll see it, which is basically day number one of me writing a bestselling book and hopefully selling a million copies.

uh call my shot and it's video number one by the time this comes out maybe it'll be the video two or three or five who knows how many will be out there by now but i hope you enjoy the series and uh worst case scenario follow me on the series best case scenario start your own and see what happens thanks so much for listening you guys i appreciate you all and i hope you enjoy this format for the marketing seekers podcast if you do let us know um we're gonna start putting a lot more content for you guys because i'm in a i'm in a really fun content mode right now uh

Anyway, for a year, year and a half or so, I was struggling and I'm having more fun with it again. So hope you're enjoying the stuff. Hope you're enjoying it. If you're in YouTube, we have a new YouTube channel that's been crushing it. We're putting out some really unique, really fun 20 to 30 minute videos. We had one that just went about, should I let my high school son drop out of high school? And that video's been...

It's been viewed really well, but I'm getting these people writing novels in the comments, their frustration, their kids, their beliefs about school. I've got teachers who hate me because I'm talking about this. Because I'm like, what's the point of school anyway? So this has been fun. More on the controversial side. We have a video coming out on YouTube soon about the F word, which is going to be...

I'm really excited for that one. I sent all my friends who are speakers, like, hey, can you send me a 30-second clip on why you think someone should or shouldn't use the F word? It was crazy. Of course, I got a video back from Garrett White, like, if you're not F and F, and then other people were like...

the F word is the worst thing, like Myron Golden, like spent a seven minute video back about how passionate he was about not using the F word and just like all sorts of stuff. Anyway, there's some really fun stuff happening over there on YouTube, so go check it out as well, our YouTube channel. But yeah, we're trying to create more cool stuff for you guys as many places as we can. Hopefully you enjoy this one. If you do enjoy this episode, let me know. I do watch my, if you tag me on socials, when I get my social on every day, first thing I do is look at all my tags.

I look through them. So if you take a screenshot of this and you tag me on Facebook, Instagram, any of the socials and tag me and be like, hey, love this episode. Hey, this episode. Russell, would you talk about this? Like, I literally see those things personally because, I don't know, we all have that little

thing in us where like are people talking about us what's happening like do people still like me right now like i gotta find out so i'm always looking at those things so you tag me i do see them so tag me let me know if you like this show this episode this style um of podcast and uh if you enjoy this as well like send this to more people um i'm gonna put a lot of effort this year and get the podcast to grow as well so if you enjoyed this send it to other people let them know about this episode and uh make sure you like follow subscribe comment all the things uh anyway that's i think guys appreciate you all and um we'll see you on the next episode here at the marketing secrets podcast