Adley Kinsman
Appearances
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
Great question. So I just got off coaching on our mastermind. It's all seven and eight figure business owners trying to figure out how to apply those techniques to storytelling their own business. And one of our people is a weight loss coach. So let's go with weight loss. And she's just teaching. Here's the right form for a wall set. And here's all this stuff that everybody else is doing.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And she looks like everybody else. So she's getting the same results that most people are getting, which is not exciting. Um, And so we're teaching her to master retention and challenges and how can you entertain the masses and then educate the interested and sell to the committed, right?
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
How is somebody going to, why is somebody going to buy Pam's course or be trained by Pam rather than any other fitness trainer? What is her business unique selling point? And what is that marketing angle that all of the content then is a spoke from that wheel. And so we dialed it in, dialed it in, and she really helps women get great booties.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And that's fantastic because people love looking at the human body, just guys or girls. So if she's doing a wall sit, okay, she, how can we go from pancake to peach in 90 days is we just reformatted her offer a little bit from pancake to peach. Everybody wants that. So now she can do a wall sit video or she can do a,
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
I feel like I have a similar story to most people who end up being marketers is it's you step into this from a necessity, from a need of knowing that for me, God has a bigger calling on my life. And I was stuck in musicianship waiting for a suit behind a desk to give me permission to entertain is what it was for me. Permission.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
I'm standing now, but like a glute extension where her glute, you have a girl, she's on all fours, glutes extended, and she's teaching the form in this, but she puts a peach maybe on the girl's booty and says, if this falls off, you have to hold the glute raise. That's the whole point. So if this peach falls off, then you have to start all over.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
So now we're watching this girl shake and hold the thing, waiting for the music's dialing in, the keyframes going in on this peach that's shaking. Is it going to fall off? Maybe she makes it difficult and puts Legos under her knees. So if she drops that, she's going to step on Legos now.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
Like how can we raise the stakes to turn a challenge and an entertainment factor into teaching the proper form for a glute raise? And just make her a little bit more memorable because she has a fantastic personality. So let's use that. So we just help people find ways to use this formula in a way that mimics their offer and helps them tell better stories and be more entertaining.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
We say, if you're in growth mode, which I think right now, every single person listening to this should be in growth mode because personal brand is scalable for the first time in history. With AI now, the level, like the playing field is level. And that makes it an arms race. Whoever gets the most attention gets the most business. So how can we help you get more attention? I would say...
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And this may be different for everybody, but if you're in growth mode, I would do 50% what we call top of funnel, which is more widely relatable content to attract new eyeballs and heat up your profiles and show Instagram or whatever platform that you're putting this on, all of them, hopefully. but that you're making content that is widely shareable, high engagement and relevant.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
Because if they see that, if they engage with that, that's going to bring new eyeballs to your account. And then they're going to see your middle of the funnel trust building and bottom of the funnel conversion style content. So I would say a couple of things. One, do 50% top of funnel if you're not already, just to get your reps in, get the growth and get new eyeballs to what you're already doing.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
But then we do teach the formula. in every single, whether you're doing middle funnel or bottom of the funnel content. And what that looks like is just in the way you structure a video. So even if you're doing talking head podcast clips, there's a way that you structure a script to hook really hard, make a subconscious promise that makes people feel something.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And that creates an itch and then give value, value, value, but don't scratch that itch until the end of your video. Even if it's 10 seconds or 30 seconds long, you just need the retention. Because if your video is 30 seconds and people scroll at 10 seconds on average, you're telling the platforms that your content isn't very valuable. They didn't want to stick around once they were exposed to it.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
So you're not making anything valuable. So that's just the game to play. But if you learn how to archetype these videos well... and provide value the whole time, you're going to be in a much better position. So if you take a good example of this, so I can show you a picture, would be Jefferson Fisher. You know who Jefferson Fisher is?
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
to serve people and if and where and how and could, why I would ever be successful. And that didn't sit very well when you know that you have capabilities. For me, it was to entertain. And so stumbled into video, started making videos while I was touring with Blake Shelton, actually.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
He sits in his car and teaches people how to have better conversations. Uh-huh.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
avoid conflict so this guy is a trial lawyer from texas he has six million instagram followers a trial lawyer from texas do you think he's talking about law no he's not advertising his law firm but he's teaching people on the macro how to have better conversations how to avoid conflict how to talk to somebody who's gaslighting you how to overcome it when somebody says this
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And how to just have better conversations. Now he's got a bestselling book. He's crushing it because he's unleashing himself a little bit. He's making himself more widely relatable. And now his law firm's doing amazing. But I think people really need to understand that there's two different types of relevance. There's contextual relevance, which is what most people are aiming at.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
They're the law firm you think about when you're in Austin, or they're the restaurant you think about when you want a great burger, or you're the fitness trainer, right? That people think about. That's contextual relevance. But then there's cultural relevance, which is above that and takes no extra effort to just go a little bit wider and And then you become contextually relevant by default.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
So now when I think of trial lawyers, I automatically think of Jefferson as the best because I see his content all the time because he goes wider. He does at least 50% top of funnel, shareable, engaging content. So now he is who I think about. Another example would be Dude Wipes. These are butt wipes, you guys.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
They have a branded content series where they do a makeshift UFC ring and they take really breakable things and they just pendulum swing them until they bust, but they make it feel like a UFC fight where they are wiping, taking Dude Wipes and wiping the fighters, the breakable things, off in between rounds. And it's hilarious and they get hundreds of millions of views.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
So now when I think of wipes... I buy, I, I'm, I've been incepted. I buy dude wipes now just because they're the only one that I can name. Right. And they built an amazing brand going wide and entertaining the masses. And then they have their conversion content all throughout their pages as well.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
So having a nice run as an independent artist, but just knew that I was always more interested in how to market the music than I was actually making it. I was like, I can sit and write songs and scratch this itch to create. But if nobody ever hears it, then what does it matter? Like it just becomes a hobby at that point. And so started making videos while I was on the road.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
But that's my challenge is if everybody would just aim for cultural relevance, it's no extra effort. It's a little bit more fun and you're just making yourself bigger than you actually are, which is going to attract your right client.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
It's all a funnel. Yeah. It really is. And you've done such a great job of doing this where you're on the macro when people you've aligned yourself with that word, with the word marketing, with the word funnel. So nobody can think about funnels without thinking of you.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
You're on the macro, you know, and that's just my encouragement to everybody else listening is look at the people you're looking up to their chances are you found them because they spoke to the macro more than they just talk to their avatar in every single video.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
It's so hard. It's so easy to see other people do it and diagnose other people. I feel like marketers are so good at that. But self-diagnosing and reading the label from inside the bottle is so tough. That's why I have coaches. I know you have coaches. And we just have to have somebody else kind of just like tell us what to do and what they see in us and ask us the right questions to get us there.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
I'm going to preface this by saying, once you make the content, post it everywhere. We have people who are like, should I even post on Shorts YouTube? I'm like, yes, you made it. Why wouldn't you? Because you may think your audience is on Instagram, you know, or Snapchat or TikTok or whatever. But you might be really surprised when you start posting on Shorts that it just pops.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And that's the one that went for you. And if you didn't give yourself a shot there... You already did the hard work. Why wouldn't you post it everywhere? So I will always say post everywhere because you never know where it's going to pop for you. But I would just look at your avatar. Like my answer to you would probably be different than Betty down the street.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
But where are your people hanging out? Are they on LinkedIn? Are they YouTube people? Are they are you going for a metadata play here? And what are you angling at? But I would say be everywhere. But just think about where your people are hanging out and having conversations. Are they Redditors? You know, like it should that be a core strategy for you.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
Nobody watched them, by the way, for years. I was just getting my reps in, right? This isn't a time thing. It's definitely a reps thing. And so just got the reps in. And then long story short, one day put chickens in a bathtub and and improv this silly little bit that I was making videos for meme pages and improv this bit.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
But at the end of the day, if you're making good content, it's going to it's going to go everywhere. Like we have to be first to post all of our stuff everywhere because there's bots now that will crawl all of our pages and they'll take it immediately and throw it on YouTube before I even get a shot. And then I get limited now. Yeah, I'm getting copyright strikes on my on our own stuff.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
I didn't think about that. Isn't that crazy?
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
But I would say wherever your avatar is, that's where you want to insert yourself in the conversation.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
I would say same type of content, maybe in just a different wrapper to where the language, like if I'm doing a text overlay, text overlays on the first three seconds. You guys know what I'm talking about. Like that'll reframe the audience of how to consume the video. So will the music.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
If it's dark and creepy and suspenseful, you watch it with a totally different tonality than if it's sad, sappy, romantic music. Same content. And so we might test, we should talk about trial reels in a second, but we will test different wrappers of the same type of content. We'll test different three seconds for each platform.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And that's just, I wouldn't say everybody has to do that right off the start because it's exhausting. We just built that into our system over time.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
I have full body chills. This is how excited I am about this, right? I want everybody to pull up your phone and pull up an Instagram. Go as if you're going to post a reel and then on the page right before you hit publish, see if you have a toggle that will say trial. And if you don't have it, make sure you have the most updated version of the app.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
But still, like 10% of people I feel like don't have it yet. And I'm so sorry if that is you. Keep looking every single day.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
Yes, because here's what Trial Reels does. It solves the problem that I think a lot of people get stuck in of...
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
not making context they don't know what to do they don't know how to show up and they're scared to try and their followers don't want this when you post a video and toggle on trials it only goes to non-followers you go straight to recommendations baby and so what that does is you can test different content styles you can repost your best performing content and it goes out to people who don't follow you yet and will attract people back to you
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And it did 19 million views overnight and grew me 110,000 followers in 24 hours. And I was like, this is it. If I want attention on anything, whatever my mission, message, product, or service is, it could be a towel. It could be a water bottle. It could be a company. But if I don't know how to get attention, it's not going to work. And organic social is free.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
On my Instagram, here's the power of this. My Instagram last 30 days, we've done over a hundred million views on trial reels alone and gained 50,000 new followers. Pryle Reels alone. It is a game changer. So load up all your best pieces of content. If you have podcast clips, throw everything on there. But what you can do this also do with this is split test your content.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
So when I make a video, like we're making videos all afternoon, I will make three or four different versions of each one, meaning I'll do different opening lines. I'll do different opening visual shots. I'll write four different hooks. I'll shoot all of them. I'll also have long versions and short versions to test retention.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And I'll load up all five, six, seven, 12 versions of this video onto trial reels. And I will just let them sit 24 or 48, 72 hours. And you will see which ones pop. And which ones don't, maybe some get 300 views, maybe some get 3000 views. And then you can choose of those seven versions of the video.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
You see which one the algorithm's preferring, what people are preferring, and then you can click publish that one to your page. So your page stays hot.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And you're just split testing at scale. It is so cool.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
I let them run because they're all out there, you know, they're all still attracting people. And sometimes they don't pop for a couple of weeks. We have one that it wasn't doing anything for the first three, four weeks and then popped out of nowhere. And then it was gaining several tens of thousands of followers a day.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
Not sorry, tens of thousands of views a day, but only just because I left it on trial reels, just left it out in the ether. So powerful. Especially somebody who's a bank catalog like you do.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
I know. It's so exciting, you guys. And organic social, whether you're using trial rules or not, is such an amazing testing ground for your messaging. And it's saving so many people on their ad costs. We have a guy who just joined our program. He goes, my ad cost is cut in half now just from the content I'm making is better. It's just speaking to the audience.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
I'm like, this is the most exciting thing that I didn't even plan on to be a result. But it is mastering organic social and just investing in your personal brand right now. I just I'm going to die on that hill. Same way you die on your Hill. I'm like, I found those personal branding. They're both great. Yes. And I'll even make a pretty bold statement.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
I, I really believe by 2030 personal brand be more powerful than Bitcoin. Bitcoin may 100x, but your personal brand could 1000x your income, your influence and your impact on the world. And it is scalable, like we were talking about for the first time in history. And I think everyone is just out of excuses for not going as hard as possible because it's free. You have an iPhone.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And we are now living in the greatest wave of free advertising the world has ever seen, which is once we started getting our reps in and accruing a billion views a month. We've done a billion views a month every month since 2020.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
We've never shot a viral video on anything other than an iPhone or a ring camera. So you just spend a little bit of time. I'm begging you, even if it's an hour a day, 30 minutes a day, to just work on getting good at this and work on story branding yourself and how you can show up on social. I just think it's a non-negotiable, and we're all out of excuses for not doing it to the max.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
Thank you. I don't know.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And once I was so confident we could pretty much do this for anybody, that's when, as we were talking about before we started rolling, it just feels really good now to help other people grow.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
Thank you. Thank you for watching. Thank you. Thank you. Thank you very much. Thank you for watching. Thank you. Thank you. Thank you. Thank you.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
It shows you your system and formula works when you can have a guy who cleans trash cans for a living or whatever the company is, real estate on down, um, that you can show how to get millions of views on command just by tweaking their content strategy just a little bit. So that's the journey in a nutshell.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
Thank you for watching. Thank you. Thank you. Thank you for watching. Thank you. Thank you for watching.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
Yeah. This is crazy, Russell. One YouTube short, one 59 second video got us 2 million subscribers for one of these flags. You get these flags for a million, one 59 second YouTube short that took us maybe 15 minutes to make gained us 2 million subscribers.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
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The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
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The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
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The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
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The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
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The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
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The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
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The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
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The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
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The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
and but and but and but and but and but and and and and and and and and and and and and and and and and and and and and and and and and la business G is g and en la business G is g and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig and gig, 20 gig, force, force, 20, 20, 20, 20, 20, 20, 20, 20, 20, 20, 20, 20, 20, 20, 20, 20, 20, 20, 20, 20, 20, 20, 20, 20, 20, 20
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
I won't even show you the video because it's quite embarrassing. It's so silly, right?
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
Exactly. A songwriting and I was an artist too. So I was singing, but I would write my own stuff for the most part. And that was the creator in me. And then that itch doesn't go away, but now it's just so much more fulfilled and such a bigger platform because I can write an idea, turn on a camera, shoot it in 30 minutes, upload it, get immediate feedback.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And so your, your reps, you can just go so much faster. You get data so much faster and this actually makes money. This is way better.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
stylistically night and day, but no one's ever asked me that. That's a great question. You still have to hook the same, right? Like if we're just scrolling through Spotify and we're like, this song sucks, what is making us flip the song? And it doesn't hook us the right way. It's riff, it's melody, it's vibe, it's feel. Same thing with our content.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
Your first three seconds matter more than the next 30 ever will. Because if you, that's why the hook is so important. You teach about that really, really well, because if you don't hook
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
I really appreciate that. And you nailed it where you said it's an open loop. Because as humans, when a loop is opened, we're kind of already filling in that blank in our minds, right? And so if I don't close it, there is a subconscious itch there that I created that I'm not going to scratch.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And the reason I think we got so good at this, or the reason I know we got so good at this, is because we made more money every second that we kept people watching. And this was Facebook 2020 to about mid-2023, 2024. And still today, the money is just different where we were not getting paid unless we were making videos over three minutes long. So we were taking concepts that were six seconds.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
Most people would make it a six-second video. And we had to hook you so hard and suspend you to watch for at least three minutes with an ad break in the middle. That's very tough. But we wouldn't make any meaningful money unless the video... Also, you made it through that ad break and then also got at least a million views.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
So we were putting in reps at our height, 18 minute, three minute or long videos a day, every day for years. That's a lot of videos. And all we were studying was how to get more retention. And how could I get Russell to spend not 30 seconds with me, but three minutes and 30 seconds with me, watch 18 minute long Facebook lives. And it all followed the same pattern of hook,
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And then not scratch that itch until the very last three seconds. And YouTube follows a similar format, right? And so does actually every story that we tell. Look at any movie that you watch. I love the Taken series with Liam Neeson because I think he's a bad boy. He's a bad boy. It's awesome what he's doing. And for a good reason, but one, the stakes are very high, right?
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
So you have to raise the stakes. That's where I think most people go wrong is they just play really low stakes in their videos, but stakes determine why people care. So are you telling people how to make a million dollars with their funnel? That's a pretty high stakes, right? It works. People care about those things. So what is the theme of your video and are the stakes high enough, but also how,
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
How are you giving them enough value to where they want to stick around? And we would play with these thresholds. And I won't lie to you, and you probably already know if you're familiar with me. For years, we made videos that were bad, you guys, subjectively, like cringe content.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
We made Facebook change their algorithm so many times and actually install watch bait penalties because of these videos. Because... It was fascinating that people say they want to watch really thoughtful and integrity-filled content, but in reality, they want to watch cat videos. They want to watch things that are surface level that aren't too deep, right? They're standing in line at the bank.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
Their kid's tugging at their leg. They're making dinner. They're laying in bed with one eye open. So we realized almost the worst the videos got... the more hundreds of millions of views they got and the more we got paid.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And so we started playing with those thresholds and dialing in this formula to where thousands and thousands of viral videos later, we were able to see, wow, of the ones that earned the most and got the most attention, a very clear formula appeared. And then we took that formula and started making videos exclusively with it.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And I'm not going to look you or anybody else in the eyes and say, if you use this formula, every single video will go viral. No, but I will say our batting average increased to about a seven out of 10 video getting over a million views for sure. And so then we started applying that to different niches because think about that. Like if we could compel people to,
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
We won't call it by its street name, which is cringy. We'll call it what it is as marketers, which is compelling content. We would compel people to watch stuff that was so bad, right? And that they didn't even like. If we could compel people to watch videos they didn't even like, how could we compel? Imagine good stuff, right? That was the thought. It still is. And so then we just keep testing.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
that storytelling, but it's all built around retention. Cause if you and I are going up against each other and Russell has more watch minutes with the algorithm than me, the algorithm is going to say Russell's content is more valuable and he's going to get more eyeballs and more served up, more people serving his content, the algorithm.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
Sure. But some of these videos would look like as a guy dressed up in a ghillie suit, right? And so he looks, it's like hunting gear, right? He's in full camouflage. He looks like a bush and he'd be sitting there like a tree in someone's house, poking someone's butt and or their shoulder. And then they turn around and be like, who's there? What's that?
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And it's like Chinese physical comedy, but people can't stop watching until the person realizes it's the guy dressed like a tree and it's not a real plant. Right. We anchor on pranks a lot because they follow the formula so perfectly. There's a setup, and then it doesn't pay off until you realize the prank is executed, right?
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
So we were, for a long time, not able to crack 10 million, 20 million views on a video. And all our friends were getting 100 million hitters. And I'm like, dang it, what are we doing so wrong? Why can't we get 100 million? We're capped at 20 million. And it was anchoring and retention for suspense. And all of it was suspense.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
So we did the oldest trick in the book where I put cream cheese in my husband's hand, he's sleeping, and then we're going to tickle his face and he's going to slap himself, right? Everybody knows that bit. And we just raised the stakes a little bit more. I had a fly sound and I'm just buzzing the fly app on YouTube over his head until he smacked himself.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
That did 110 million views and probably made us 55 grand. dumb video that the whole world knew was going to happen. But it was just the watch time was so good.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
301 is when you hit it and it just ends. Every video is three minutes on the nose, three minutes and one second so you get paid. But that silly, silly video was our first hundred million hitter because we finally understood watch time and retention and that our job for the next three years and still is in our publishing division is just to keep people on these apps for long periods of time.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
And so that's still your job. That's my job. As people who are putting content out there, you get rewarded If you make content that people spend time consuming. So how can we do that? How can we become great storytellers?
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
Whether the video is six seconds long now or three minutes long, if you can tell great stories about your business and make people feel something, they're going to stick around and the platforms are going to reward you for it.
The Russell Brunson Show
The Queen of Viral Content: Adley Kinsman Breaks It All Down | #Marketing - Ep. 25
I'm so good. It's all better now. Honored to be here with your community. I've similarly been following you since I was a bankrupt musician. Oh, wow. So many, many years. Read the books and just followed your journey as well. You've inspired so many people, and it's an honor to be here.