This episode, VideoAmigo’s CEO, Ajoy Thomas, talks about the ways YouTube is changing as a platform, how to build a presence on YouTube, and why it’s easier to build an audience on YouTube rather than TikTok.
Ajoy Thomas is the CEO of VideoAmigo, a technology-enabled services company that builds video audiences for the world’s largest brands. Here are a few of the topics we’ll discuss on this episode of Cache Flow:
- How the YouTube landscape is changing.
- The benefits of having long-term relationships with influencers.
- Why you should keep your conversations authentic and not network only with the intention of selling.
- Why YouTube is a better distribution mechanism than TikTok for building an audience.
- The different ways users engage with TikTok compared to YouTube.
- The political climate around TikTok.
Resources:
Connect with Ajoy Thomas:
Connecting with the host:
- Brian Dainis on Linktree
Quotables:
- 9:23 – “So even the brands that work with us, it’s not really about uploading videos and things of that. They want that strategic advice, like what is the next thing we should be doing? What’s the next trend that’s there? What makes sense for us? And those are the things, if you’re truly a data nerd, you have those insights, and you can give that to the brands.”
- 11:22 – “When you are dealing with analytics, you’re dealing with 20 million channels, and then you have to abide by YouTube’s API process, which is like, you can only show like 18 months of data. So beyond that, you know, having a provision in different places so that it is stored but not accessible, and then at some point it’s deleted.”
- 18:50 – “It takes a little bit of right place, right time, and that creative mind kind of thinking about, okay, the lights went out what can we do 30 minutes of just silence, right? And then brands kind of like getting on top of it. And we have seen that with brands as well. Like they have a social media, just keeping an eye on trends and figuring out when to take the right risks and then jumping on it, you know?”
- 50:57 – “AI has so many applications within every industry, right? Like it removes that friction, right? Like from coming up with a question, well now I have to query it. Sure. Now the UI is the interface for the sequel, but still, I have to figure out all those things from there. I have to synthesize the output, and now I have to put that in a chart and now look at it, ponder on it and figure out exactly where the anomalies are or what the insight is, and then distill it.”
- 56:19 – “I think of TikTok as maybe you could get the word out there, but nurture your audience on the YouTube side of things because that is more long-lasting and the TikTok is just given to you, right? Like, you’re not typically searching for things, even though people do search. It’s just like, it opens up, it’s there, and then you scroll, you are not dictating what is next. Right? As opposed to YouTube, you are clicking on that related videos. You are choosing what you want to watch. So yeah. In that sense, I think TikTok has perfected that it has figured out the laziness aspect of like, I just want to be entertained. I don’t wanna, don’t make me think.”
- 55:40 – “[My wife] She’s about to launch a book and there’s like an aspect of helping a lot of people that have a certain need. And so she just started doing all this TikTok stuff to try to start like kind of building up her audience. And she’s already had a YouTube channel for years, but she started with TikTok and she’s been doing content. She had one piece go mini viral that got like, you know, in the tens of thousands of views on TikTok and the other ones are getting like hundreds or thousands of views.”
- 24:56 – “Also though like influencers though, it’s kind of like a way to not have to worry about that, right? Because if you hand the creativity off to somebody else, they’re not necessarily, they’re not like directly your brand. So I guess they could offend people and then that’s, you know, that’s kind of the risk you have… having your brand associated with something offensive.”
