הפרק תומלל באמצעות שירות AI – אם מצאת טעות, נשמח לקבל עדכון כאן

Adva: [00:00:00] Hi everyone. I'm Adva Shisgal and this is a Startup for Startup where today we're talking about creating content that will make your startup stand out. And if you're wondering why I'm speaking English, it's because today we're hosting a very special guest, Nuseir Yassin, aka Nass Daily. Hi.

 

Nuseir: [00:00:18] We're gonna go. English.

 

Adva: [00:00:20] Yeah, we're gonna go English. I mean, everyone knows English right now.

 

Adva: [00:00:23] Guys, if you're trying to build a startup, you probably should speak English.

 

Adva: [00:00:26] Exactly. We could do it in Hebrew, but we wanted to test you.

 

Nuseir: [00:00:29] Thank [00:00:30] you.

 

Adva: [00:00:30] Yeah. You're welcome. Okay. So very, very happy to have you here. A small secret. I've actually tried to bring in a podcast three times before. So did you happy?

 

Nuseir: [00:00:40] Did you email me at all about it?

 

Adva: [00:00:42] No, I think I talked to your team also. That was an exaggeration. It was only two times and everyone was really nice about it. But the calendar didn't. The schedule didn't.

 

Nuseir: [00:00:49] Work. Were they nice about it, like actually, or were they like assholes?

 

Adva: [00:00:52] No, no, they were actually nice about it.

 

Nuseir: [00:00:53] I'm trying really hard to say.

 

Adva: [00:00:54] No, no, they were nice about it and they nicely told me no. So also but we made it.

 

Nuseir: [00:00:59] And now I'm. [00:01:00] I'm. Now I'm here. This is great.

 

Adva: [00:01:02] And I'll give a small intro about you. You are one of the world's most influential content creators, with 68 million followers across multiple platforms and thousands of widely recognized one minute video. And if I want to put it in number, we'll say that every month your content reaches more than 300 million people from all over the world.

 

Nuseir : [00:01:22] More or less.

 

Adva: [00:01:24] I mean, 300, 250.

 

Nuseir : [00:01:27] We'll talk more about it. We'll talk more about. Not everything is as shiny as [00:01:30] it seems.

 

Adva: [00:01:30] But beyond that, you're also the founder and CEO of five core companies, which is basically an ecosystem of businesses that you build to transform the way people connect.

 

Nuseir : [00:01:39] Yeah. Well, you said that it makes it look like five small companies, actually two real main companies, one media, one tech.

 

Adva: [00:01:45] Well, and both big.

 

Nuseir : [00:01:46] And then those ones are big. Yeah. The other ones are for fun.

 

Adva: [00:01:49] Okay. And your latest company, 1000 media, is actually aiming to assisting startups and businesses and even government right to elevate their content, especially government. So today [00:02:00] we're going to talk about what kind of content startups should create and why should they even create content. How to convert viral content into real business, and what it takes to take the first steps and even begin.

 

Nuseir : [00:02:11] I love that let's have the best conversation of our lives.

 

Adva: [00:02:29] Okay, so [00:02:30] let's start with we've mentioned 1000 media, which is also the reason that we've managed to record a face to face episode that you're actually.

 

Nuseir : [00:02:39] Here for this party of 1000.

 

Adva: [00:02:41] Tell me about the company. What are you going to do?

 

Nuseir : [00:02:44] So. Yes. Hi. Everybody listening? Nice to meet you. Thank you for listening. Look. The truth of the matter is, I'm just a I'm just a village boy. I'm from Araba in the north. Right? I spent my whole 20 years here, and I was like, I'm like, nobody cares about me. I'm a middle child. Like [00:03:00] in an Arab small Arab town, I don't really matter. I went to Harvard, I studied economics, I became a software engineer. Nobody really cares. Then nobody really cared about me for the longest time. One thing I realized is Something magical happens when you put videos and you click upload. When you put videos on the internet, something magical happens. It can completely transform your life. And for the last eight years, it has transformed my life like I've never imagined was humanly possible. And all it took was 1000 [00:03:30] mp4 files. Because now state is started with 1000 videos in 1000 days.

 

Adva: [00:03:35] Did you really had no idea that. That the potential it's going to have.

 

Nuseir : [00:03:39] Are you kidding? No way. Impossible. So the 1000 day journey that I did transformed my life enabled me to build a company. Now, two companies enabled me to meet presidents and like really become I have money for my grand grandkids. That is insane. If you're literally from Aruba, which is [00:04:00] next to Tzaneen. For those that don't know so what I. So this made me realize that content can change lives and content can create companies. And that's why I decided, okay, if it worked for me, we can probably make it work for others. So let's turn everything we've known. We're not just one person. We're like 50 people in the media company. Let's take everything we've learned and assemble the best creative people. Call it 1000 media and literally go build channels, build social media content presence for [00:04:30] other people, for startups, high tech companies, big companies, small companies, nonprofits and governments. This is sort of, sort of my life mission now is to become an entrepreneur. It worked for me. Now let's build a business and make it work for others.

 

Adva: [00:04:44] But I want to ask you startups. And I'm focusing on startups here because they usually have very limited resources, especially in today's economic. Yes. Why? Among all other things, they should put their focus and invest on. Should they do content?

 

Nuseir : [00:04:58] Well, this is why I'm excited for the first [00:05:00] time in eight years is because for the first time ever, it is finally financially possible and affordable to create thousands of pieces of content for what used. So if we look at the evolution of content, it used to take $200 million a year to run Al-Jazeera, get a satellite and get reporters and streamline to TVs. Then now it takes $2 million a year to create a media company and really create a social media presence. That's kind of how much NAS daily [00:05:30] or cost. But now because of AI instead of 2 million, it takes $200,000 a year to create proper social media presence so I can take down the time. It takes 15 hours to make a video. Now we can do it in, let's say, for 4 or 5, right? So the script, we have assistance with the edit, we have assistance with the music, the visuals and the ideas. So that's why 1000 media is the time to start. It is now because if you enable it with the right AI technology and the [00:06:00] right humans, not just it's not an AI tool. When the right humans, you can create a very affordable way for startups and big companies to flood the internet with content.

 

Adva: [00:06:10] Yeah. I mean, actually, I, I wanted to reach AI at the end of the conversation, but I guess it's so big that we cannot wait.

 

Nuseir: [00:06:16] Not really. Wait.

 

Adva: [00:06:16] So other than, you know, financially and in terms of resources, in what other way do you think has is AI changing the game? Is it actually also allowing you to create better content or just do it faster and cheaper? [00:06:30]

 

Nuseir : [00:06:30] So the way I think about AI in general is super x it whatever x you are at, it makes you super X. So if you're already like an okay creator, it makes you a super creator. If you're an okay entrepreneur, it makes you a super entrepreneur. But it basically it amplifies what you already are. And so if you make shitty videos with AI, you will make shittier videos, you know? But if you make okay videos with AI, you'll make great videos. That's kind of how I view this [00:07:00] technology. We are not at the stage yet where it's like, oh, everything's done for you. Two minutes. Oh my God. And I laid off half my team. We don't need people anymore. We're not saying that. What we are saying is the research used to take five hours. Now it takes one. Editing used to take five. Now it takes two. And then scriptwriting. You take five. Now it takes one. It still takes a long time. But, you know, it's it's getting better.

 

Nuseir: [00:07:25] Yeah, well.

 

Adva: [00:07:26] I think it's all about right. The collaboration I think for like the past year or [00:07:30] so people have tried to well starting to like scare everyone in AI is going to replace everyone. And I feel like in the past few months we're going into the direction of understanding it. It's more of a collaboration between humans and AI and and understanding how how to optimize this collaboration rather than just, as you said, like firing everyone and hiring an agent. Not hiring, but implementing it.

 

Nuseir : [00:07:50] We're not quite there yet. I mean, I think there was gonna be a lot of AI agents floating around. There's a real nice marketplaces for AI agents. But, you know, one of, like, if you look at 1000 media, like we have three products, [00:08:00] one of them is just mentorship, like, very basic mentorship. The other is full human team that we can hire to manage your social media presence. But the middle one is, you know, I plus humans that are together helping you create content. And we see that to be the people are most interested in in that understandably so amazing.

 

Adva: [00:08:21] So I want to go into the practicalities of content creation. And maybe I'll give an example of something that happened to us, I think, a year ago. My [00:08:30] team, etc. for startup we decided, let's try TikTok. We want to, you know, we want to enhance our our reach. Let's try TikTok. A lot of people are there, and we did a couple of videos. They all got maybe 800 views. And then we posted one video that got 40,000 views about a person who sold his startup. Only after two weeks. He built a feature and he sold it after two weeks. That's great. 40,000. We were so excited. But this was converted into absolute [00:09:00] nothing. Nothing happened after no one reached our website, our YouTube it. We didn't have any results after it. So what?

 

Nuseir : [00:09:08] How can why make content?

 

Adva: [00:09:09] Why is it even possible to convert content into actual business into actual leads?

 

Nuseir : [00:09:15] Yeah, so I have many thoughts on this. Number one, the person you made a video about that got 40,000 views. Most likely he got all the leads because he's the one who's interesting. You're just the messenger. He is the one that's interesting. So definitely out of the 40,000 [00:09:30] people, at least five people reached out to him with something interesting. So the power of content I would never underestimate, you know, the six degree theory on Wikipedia, which is you can go to any Wikipedia page and within six clicks on blue links, you can reach Hitler.

 

Adva: [00:09:44] It's my favorite game, you know. It's a game. It's an actual game.

 

Nuseir: [00:09:47] It's your favorite game.

 

Adva: [00:09:48] You have to, like, scroll and get one Wikipedia random one, and then you have to go to another one, someone else you drew from ahead and you have to reach it within six. It's the best game.

 

Nuseir : [00:09:56] I love that. Yeah, well, I know about the Hitler component of it, which is [00:10:00] like it always.

 

Adva: [00:10:01] Leads to.

 

Adva: [00:10:01] Hitler.

 

Nuseir : [00:10:01] Yeah, but in content there's a similar thing, which is anybody in the world, you can reach them, not in six, but actually in three, three, three shares. And you can reach that person. Right. So no one should underestimate the power of content, because even if it gets to 40,000 people, one of them, you know, reshared it to another person and you found your investor or you found your customer. It's actually not scale that matters. You just need the right views and the right shares. Now that's number one. Do not underestimate [00:10:30] content. That being said, I do make a lot of content and it gets millions of views. But for some reason sometimes it just does not have any impact. So here's the strategy I think every startup should do. First of all, create a thousand pieces of content. You should make a lot of content. You said we made three videos. Not good. Yeah. You're going to be making 1000. Why do you think I named the company 1000 media? Because it's all about volume. So create 1000 pieces of content, let's say to be realistic. In your case, make 100. Are these 100? Upload them all. See which one resonated [00:11:00] really well and see which one has like maybe it's the most potential and then put money ad spend behind that piece of content. And so if you're a startup I mean you have nothing to sell unfortunately. But if you have something to sell, right, create 100 pieces of content. See the one that performs really well organically. Double down on it with paid media so that you target your customers. And we know that this video is good because organically it did good. So organic content, the way I view it is organic content [00:11:30] is a trust engine. And then paid content performance marketing, which a lot of Israelis love, is a sales engine. You need both. Israelis only build sales engines. Yeah, all these rally companies KAC, LTV, KAC, LTV, Performance marketing and then this you end up with no brand. That's the problem. Like, Monday is actually pretty good at building both engines.

 

Adva: [00:11:53] Yeah, we had a strong performance marketing engine from pretty early on.

 

Nuseir : [00:11:57] But you also have a good trust engine because you sponsor some conferences [00:12:00] that I've seen.

 

Adva: [00:12:01] Yeah.I mean now we do. But it took us a while to get there.

 

Adva: [00:12:04] Yeah, it took a while.

 

Nuseir : [00:12:05] But what I think is rarely companies should really like. I live in Dubai. Dubai is all about building trust engines and no sales engine, which is the exact opposite. And you buy brand, brand, brand, brand, brand just like Hollywood in Israel there's no brand and sell, sell sell sell sell. The real best startup should have both. So a sale, a trust engine means you need to get to at least 10,000 followers on social media, whether it's TikTok, Instagram, LinkedIn, Facebook or YouTube. Ideally, [00:12:30] you want to do it Instagram and TikTok and LinkedIn. If you're a, you know, an Israeli company, TikTok necessarily.

 

Adva: [00:12:36] Even if you're aiming for an American audience.

 

Adva: [00:12:40] Not a lot of Israeli startup startups sell for Israeli customers.

 

Nuseir : [00:12:44] That's correct. So in America, what really matters is actually YouTube is going to be hard because YouTube is for creators. Companies are going to have a hard time getting YouTube audience. So I would actually I would sponsor YouTubers, but I wouldn't actually do build a YouTube presence. I would focus on LinkedIn, that's American enough, and I would focus [00:13:00] on Instagram and TikTok. I think those are the ones I would do. If I was Israeli company, I would get to 10,000 followers. And then that is my trust engine. Anybody that goes to my social media they're not dead. And then in the back end, I'll do a lot of performance marketing.

 

Adva: [00:13:16] But what would be like, what's the CTA? What would be the call to action that you'll put in your content, if any, to make sure that you know people are not just because if you're scrolling on Instagram, even if you see a video, you're like, you want to make them live on Instagram [00:13:30] and go on your website or remember you the next time they're going to think about X, Y, or Z.

 

Nuseir : [00:13:35] So every startup you know, and this is this is something that in 1000 we really focus a lot on. Every piece of content must be educational. It must not be for selling. Again, we're building a trust engine. Now, I need to trust you to be the best in the world at Startup Advice. Or if you're a company that sells medicine or let's say a yogurt company, if you sell a yogurt. Nova. [00:14:00]

 

Nuseir : [00:14:01] Nova. You need to make content, not about your product. You need to make a food science show. Tell me how protein in yogurt forms. So your every company should be a university. That's how you build trust. Oh let me teach you something about this thing. And then and then the call to action is actually just like follow us.

 

Adva: [00:14:21] Yeah.

 

Nuseir : [00:14:21] It doesn't have to become by our product. You can put it at the end as by our product, but it will work sometimes. But what [00:14:30] you can do is you go viral with an ad with a, with organic content that's educational. And then when you run an ad, you run the ad on the people that viewed that piece of content so they remember that. So that's every piece of content you do should have some sort of a watermark or some sort of a resemblance that, okay, this is a, you know, a Monday video that I just watched.

 

Adva: [00:14:49] And okay, so you've mentioned three different platforms. So you've mentioned LinkedIn, Instagram and TikTok. Yes, Instagram and TikTok with Instagram Reels are becoming quite similar. [00:15:00] But LinkedIn is very different.

 

Nuseir : [00:15:01] Yeah.

 

Adva: [00:15:02] And I think something that I find really interesting is startups tend to have this, you know, more formal or business like language or messaging than trying to bring out when you're trying to sell a product. And on the other hand, content that actually goes viral is usually less formal, more casual. It's more fun. How do you integrate those two to make, you know you want to be portrayed as a serious company, but on the other hand, a serious person standing and [00:15:30] just telling about their product is not going to become viral. People are going to swipe down immediately.

 

Nuseir : [00:15:36] So I'm gonna I mean, maybe this is a controversial take, but I would probably say that the age of million dollar video productions is over. Is over. I would say that UGC is where it's at, and we see it in real life with some of our clients, and even we are our own client with NASA. Oh, we do UGC ads instead of high, high quality productions.

 

Adva: [00:15:59] Ugc [00:16:00] stands.

 

Adva: [00:16:00] For.

 

Nuseir : [00:16:00] User generated basically, right? So so we get somebody on their phone to be like hey, I just tried this product and I really like it. That feels a little bit more authentic. I think the future is heading more and more and more towards authenticity, and this is why podcasts are blowing up. This is why X is blowing up, because we know you're not fake Trump. His main claim to fame is authenticity. You should look at what's happening in the macro with politics as something that will also happen into your startup. Politicians are becoming [00:16:30] more authentic, and if they have to be more authentic to be elected, your startup has to also be more authentic to be to be sold and bought. So yeah, I mean, the days of like pretending to like something with a suit and tie, I think I'm very bearish on that. And I would get your employees, your customers to make videos with their phone.

 

Adva: [00:16:51] Do you? Can you think of a startup that is an example for you to someone, to a startup who has cracked, or a company that has cracked the code, the [00:17:00] content secret?

 

Nuseir : [00:17:03] We have a couple. I mean, you know, we 1000 media works with Solana, for example. Solana has done a great, you know, the cryptocurrency, the blockchain. Solana has cracked the code on, like, just organic, community based content. Like, it's hard to go to Twitter these days without seeing Solana if you're in the crypto space. So they've done a really good job. They've invested a lot in content. They've invested a lot in community. And but they've also focused on one platform where their audience is Twitter. [00:17:30] Right. So so if you're a crypto company in Israel, for sure, I would, I would, I would double down on X. Solana comes to mind a couple of companies fitness companies called Fitr in India also comes to mind. I'll say somebody who did really well on social media, actually, that's not a brand. Dubai, the UAE government. So also a client of 1000 media. But what the UK government does, it literally is the number one city on social media. So if cities were products. [00:18:00] So let's ask, why is Dubai so good on social media? One is their product is shiny. But number two is they've invested in social media. So what they've created is they've created 13 social media pages, each one called Emirates loves India. Emirates loves Pakistan. Emirates loves Morocco. Emirates loves Saudi. Right. So each page has contents about the Emirates and the India. How Indians are succeeding in the Emirates, for example. Right. And those social media pages [00:18:30] get hundreds of millions of views. So we've hired like 100 people for this company. All it does is content about the UAE versus another nation that's highly specific and loves Sudan. Only show Sudanese people on that page.

 

Adva: [00:18:46] Incredible.

 

Nuseir : [00:18:47] Now imagine if you're a startup, right? Copy the UAE government. So let's create pages called let's say you have different personas. You have women entrepreneurs as a persona. You have fitness creators as a persona, you know, create let's say [00:19:00] your, your product called Monday. Monday loves fitness or Fitness Monday or whatever. Yeah. And then Women Monday and then only create women related issues on.

 

Adva: [00:19:11] That.

 

Adva: [00:19:11] Under this.

 

Adva: [00:19:11] Channel. Yes.

 

Nuseir : [00:19:12] So you want to create ten channels with ten different target audience. And again that's why you really need AI to be able to streamline all this stuff and make it humanly possible.

 

Adva: [00:19:23] Yeah, it's I think it's a it's a good point. And it leads me to my next question, which is I wanted us to break this down [00:19:30] and really talk about the questions you should ask yourself before starting creating content. And I think that might be the first one. Like, who's your target audience? Yes. And then once you understand who you are and I mean, I know that usually startups, especially if they're small, very early stage, they might want to focus on one target audience, which is fine. But at least you know with your future one. And then where do you want to expand to?

 

Adva: [00:19:51] Yes, exactly.

 

Adva: [00:19:51] So that's one question out of the way. What are the questions or what other preparation or things you should know before you start creating content as a startup?

 

Nuseir : [00:20:00] So [00:20:00] number one is you need to commit to a time frame. I see what happens all the time is they try with two videos and it doesn't work and they stop. You need to commit to a time frame. Say for six months, I'm going to try content. But also you need to commit to a frequency. So that's something that we usually help the clients do is, hey, we're working together. We commit to three videos a week or four videos a week because perfection is the enemy of progress. Most startups say I'll upload a video whenever. Okay. [00:20:30] Well, whenever. Well, it goes a month and then the video is not uploaded with nice data. For example, I had 24 hours to make a video, and at the end of the 24 hours I'm clicking upload no matter what. And so that's how I made 1000 views in 1000 days. If I didn't have that rigid religious daily requirement, I would not be here talking to you today because you would not invite me to the podcast because I'd be back in the village. Simple as that, you know. So. So first of all, commit to a time frame and [00:21:00] then commit to a frequency and then launch. And then you have the target audience, then commit to a platform. So you, you can start by putting your videos across all platforms. But eventually you'll find that one platform performs better for you than others. For example, if you're a B2B company boy, forget TikTok. Go to LinkedIn. Become the next big thing on LinkedIn and X, that's it. And then another tip is founder's matter. [00:21:30] Humans matter. People want to see people. They don't want to see products. Focus on people in your contents. So focus on highlighting your customers. Highlighting your employees. Highlighting the founders, highlighting CSR, whatever it is. Put people in your product. Stop hiding behind it.

 

Adva: [00:21:49] I, I really resonate with it. I have a lot of time. I meet people and we talk about I help people with building their own podcast. And I think one thing that we really learned from this podcast is and I always tell people, [00:22:00] decide on a beat. Like, what's your cadence? And because it's so hard to create loyalty, there is so many options out there. And if you want someone to be loyal to them, you have to keep your promise. And if your promises an episode a week, make sure you fulfill this promise.

 

Adva: [00:22:13] Always fulfill that promise.

 

Adva: [00:22:14] And then also a tip that I think help needs have three pieces of content ready before you launch. Because if you create one and it doesn't go.

 

Adva: [00:22:23] Yeah.

 

Nuseir : [00:22:26] Yes.

 

Adva: [00:22:26] And it's very easy to give up. So you have three pieces of [00:22:30] content. Release them and and then keep moving.

 

Adva: [00:22:33] Agreed. Good points.

 

Adva: [00:22:35] Yeah. Thank you. Okay. Next thing I want to talk about. And you said. We talked about giving up. So I want to talk about two things. One, what's the metrics you can look on to know that your content is working. And the other one is how long does it take to actually see results? Because when should you know, okay, that's not working. And when do you need to keep on pushing because it might happen.

 

Nuseir : [00:22:57] So a great question. We used to [00:23:00] look at the metric of followers. So I think 2016 until 2022 followers was basically a metric of success. Then TikTok came and changed the whole game. And so now the number of followers is actually irrelevant if you have 10,000 followers or 100,000 followers. It's a trust engine, but nothing else. So it doesn't actually mean you're successful. It just signals trust, as we said before. What really matters is the views and the distribution. And [00:23:30] so I would look at the views that you get. And I would also look at the countries where I'm getting the views. That is success. So if your company targeting America getting 10 million views in India is useless. You don't want that. And so really being able to target the country you want is so important. So views and the location of the views is very important.

 

Adva: [00:23:54] If it's something you can technically do like target and.

 

Adva: [00:23:57] Like can you, you know you can a hard.

 

Nuseir : [00:23:59] Part. [00:24:00] That's the hard part of social media is like, you know, speaking candidly sometimes there are countries I wish that don't watch us daily. Even though I want the whole world to watch us daily. But just some countries watch. Not daily too much.

 

Nuseir : [00:24:15] And so eventually the algorithm starts to point the content to only that country. And it's like, wait a minute. I want monetised audiences because the algorithm indexes for engagement. Who's most likely to click like on this video? I'm going to show it to them. Yeah. And oftentimes [00:24:30] that is usually people with no money. And if you're trying to sell something on social media then good luck.

 

Adva: [00:24:35] Yeah.

 

Adva: [00:24:35] So what do you do then.

 

Nuseir : [00:24:37] Well you got to start like so at one tip is to change the host. So literally because I'm brown I attract brown people. Simple as that. If you're black, you attract black audience. If you're a woman, you attract woman. Audience. Racism is rampant in.

 

Adva: [00:24:53] Social.

 

Nuseir : [00:24:53] Media. But it's also like, I want to watch somebody that.

 

Adva: [00:24:55] Looks like me.

 

Nuseir : [00:24:56] So I would change the, the host to somebody that resembles [00:25:00] my target audience.

 

Adva: [00:25:01] Okay. Good tip.

 

Nuseir : [00:25:02] I would speak in the accent of that country like Israeli accent. Sorry but no go.

 

Nuseir: [00:25:08] Like.

 

Adva: [00:25:09] Should I, should I change this to talk like this?

 

Adva: [00:25:11] Maybe if you talk like this, then.

 

Nuseir : [00:25:13] You.

 

Adva: [00:25:13] Get. You get a lot of views. Yeah.

 

Nuseir : [00:25:16] But you you. If you want something from Wisconsin. You got to sound like this. You know, so it's like. So you change the accent, you change the host, you change the cadence, and then you upload in a in a time that is that is good for that country. [00:25:30] And you try. I don't think there's real evidence against this or for this, but you try to upload it with a VPN from that country.

 

Adva: [00:25:37] Okay?

 

Nuseir : [00:25:37] So people know social media knows that this is a US based account. It took us like three months to change Natalie's country of residence from Dubai or Singapore to the United States, and the only way to do that is literally by uploading videos from the United States or on a VPN to the United States. It was insane. And once we did that, we started to get more opportunities from [00:26:00] Instagram because you're a US creator. So my other tip is be us. I mean, Israeli companies don't need help in that, but be us first.

 

Adva: [00:26:08] Yeah. And is there any tips you think could help to people focusing on the US market, things that are working better for American audience?

 

Nuseir : [00:26:15] Yeah, yeah. So something we do this with 1000 meter does is for Solana is we try to target cultural moments in the United States. You would be shocked by how many cultural moments exist in the United States, but they don't [00:26:30] exist anywhere else.

 

Adva: [00:26:31] Like what? Like Martin Luther King Day.

 

Adva: [00:26:33] Like, yeah, Martin Luther.

 

Nuseir : [00:26:34] King. Did you celebrate it in Israel?

 

Adva: [00:26:35] No.

 

Nuseir : [00:26:36] The Los Angeles fires. Did you care about them in Israel?

 

Adva: [00:26:39] I mean, we had other things going on.

 

Adva: [00:26:41] Exactly.

 

Nuseir : [00:26:42] Right. So, I mean, you know, in in New York, for example, like a subway incident was the biggest thing or like a congestion fee. It just became in New York, everyone was talking about it. But you would not know that unless you lived there. March madness is coming up. Super Bowl is coming up. Thanksgiving. These are very, very, very, very important cultural moments. [00:27:00]

 

Adva: [00:27:00] So tag into them and make sure to to use them. Yeah. And you talked about followers is one metric. How about metrics of in content retention. So like the percentage from your content that people are actually is it enough if you have one minute video. Is it if someone watches Everyone watches 20s of it. Is it enough? Like, should they aim to people to watch the whole thing?

 

Nuseir : [00:27:20] So one thing you want to do is try to have a payoff at the end of the video. So you want to set up the frame of the video. It's [00:27:30] like saying, hello everybody. By the end of this video, I'm going to tell you how much I have in my bank account. But first let's talk about my job.

 

Adva: [00:27:39] Right? Yeah.

 

Nuseir : [00:27:40] Like. Oh, man. All right. I gotta stay until the end of the video, you know? But the end of the video, my girlfriend, I are gonna kiss. You know, it's like.

 

Adva: [00:27:47] Oh, but.

 

Adva: [00:27:48] What's gonna.

 

Adva: [00:27:49] Happen?

 

Nuseir : [00:27:49] Yeah, happen. So I just made a similar video about this is like, I studied six religions in six months, and by the end of the video, I'm going to tell you my favorite religion. All right, everybody, stay on till the end. [00:28:00]

 

Adva: [00:28:00] And are people not getting I mean, maybe I'm challenges, but are people not getting immune to this because, you know, so many videos on TikTok, so many videos on Instagram, we're not the only one using this method. Are people not getting immune to it?

 

Adva: [00:28:14] Well.

 

Nuseir : [00:28:15] It's about like, I'm going to promise you something and you have to deliver on that promise. You know, it's not like I'm going to tell you my favorite religion is. But actually, I will not tell you.

 

Adva: [00:28:22] Yeah.

 

Nuseir : [00:28:23] Like you have to tell them so. So you want to deliver on the promise, but you want to set up the payoff? [00:28:30] There needs to be a payoff at the end of the video. That's how you keep retention really, really high. And that's something I struggled with, to be honest, because I had low retention when I started, not daily. I still struggled with it today. Like out of ten videos I launched, I would say five have bad retention, three have okay, and two have great retention.

 

Adva: [00:28:50] Oh, actually.

 

Nuseir : [00:28:50] This is yeah. This is not something like people look at nostalgia. Oh he cracked it. Now we're all in this shit together.

 

Adva: [00:28:57] So what?

 

Adva: [00:28:58] I mean, this is kind of a defer [00:29:00] from where I wanted to go, but I have to ask, what do you think? Like, what's one mistake you did with content that you've learned from and you're now doing differently?

 

Nuseir : [00:29:08] One mistake I did with content is I assumed That all views are created equal. And I think that was a mistake. You know, if you get sometimes you don't want to get 10 million views. And actually, the lower the views, the better. So the problem with that is I simplified things so much, it became such a universal message that [00:29:30] it just the smartest people in the world and the richest people in the world were like, okay, that's too dumb for me.

 

Nuseir : [00:29:37] You know, I'm.

 

Adva: [00:29:38] Gonna go.

 

Adva: [00:29:38] If you went overboard.

 

Adva: [00:29:39] Yeah, I went overboard.

 

Nuseir : [00:29:40] So, you know, so it's so funny. I was in this luxury cruise in Antarctica, and I was with, like, one of the richest people in the world, and, well, it was, like, fun. But we had this joke which was in the, in the, in the, in the ship. The lower you go in the deck, the more people known as Daley, you [00:30:00] know.

 

Adva: [00:30:00] Crazy.

 

Nuseir : [00:30:01] So whoever has a penthouse in the ship doesn't know.

 

Adva: [00:30:05] If you want to be anonymous, you should start from the top. And then I wanted to go through. I was like, nice.

 

Adva: [00:30:08] Yes, yes, exactly.

 

Nuseir : [00:30:09] At the top I am like.

 

Adva: [00:30:10] Oh, who are you? Do you work here?

 

Nuseir : [00:30:13] And at the bottom.

 

Adva: [00:30:13] He's like, oh my God, nastiness on our ship. Have you.

 

Adva: [00:30:16] Have you won the lottery?

 

Nuseir : [00:30:18] So that's that's an issue. I do, but it's okay because I wanted the whole world to watch the message. But if you're building a business, which I think everybody here is building a business, you know, not stated for me at this point is a [00:30:30] corporate social responsibility. It's like this is do good for the world, the one that actually needs the the to hear it. And then 1000 media is my entrepreneur thing that this is why we're doing this. Because I think this reaches smart and rich people.

 

Adva: [00:30:45] I'm going back to the metrics conversation. At what point or how will I know that my content success is translating into my business success? Like you've mentioned, Solana, for example. How do they know that the [00:31:00] Twitter or the X action is what actually bringing in more business? Because if you're not putting a direct link, enter my website. How do you know this?

 

Adva: [00:31:09] Actually, this is. This is this is a.

 

Nuseir : [00:31:11] Great podcast question. I only expect to get it from Israel, right? Because Israel is obsessed with, like, a direct connection. If I do $1 here, I get $2 outside.

 

Adva: [00:31:21] Right. Well, yeah. Well, no.

 

Nuseir : [00:31:23] So we need something called faith. So you need to have some faith that the more viral you get continuously, [00:31:30] the bigger of a brand you'll get. You know, and that is something American companies and UAE companies understand really well. They're really good at building brand and believing that if I spend money on content or if I spend money on on attention, I will get something out of it in the long run. But I think in Israeli companies are like, I need a three month payback. Like, okay, like, okay, you can get it, but you're not going to get a brand.

 

Adva: [00:31:56] I think it's because content, I think for startups is not [00:32:00] as strong as performance marketing here. And for performance marketing, you are expecting to see, you know, if you put an ad on Google, you want to say, I put $2? I got $5 back. Yeah. And what I'm hearing from you. And it's interesting because I understand as we speak that I also merged the two things together, but it's actually two different things that you need to look at content different than what you're looking at. Ads or paid.

 

Adva: [00:32:20] Ads.

 

Nuseir : [00:32:21] Trust sales. Trust engine. Sales engine. So what I would do is something I also do. I spent 50% of my money on paid and 50% [00:32:30] on organic. That's kind of how I think is a good strategy.

 

Adva: [00:32:34] But I'm challenging you more.

 

Adva: [00:32:36] Please.

 

Adva: [00:32:36] Yes, you're in fairly early stage startup. You need to be extremely cautious with every dollar, because every dollar you put out is going directly out of your runway and making the you know, your time until the next capital is even shorter. How do you decide where do you want to put your next dollar? So you have to see results, right.

 

Nuseir : [00:32:55] So we so this.

 

Adva: [00:32:56] This.

 

Nuseir : [00:32:56] This question assumes that organic content will [00:33:00] never get results like the way I view it. Let's say if I have $10 if I put $10 in Google SEO, I know for a fact I'll get two clicks $5 per click, right? But if I take that $10 and make five videos, right, let's say four videos will be a dud. They will not work. One will get 40,000 views like yours. And it could literally revolutionize my company. So we live in a world where you're not bounded by the number of followers you get. So, and I know that I don't have a moat anymore. I don't have any advantage as not stated [00:33:30] on social media, because I have, let's say I have 5 million followers on Instagram. If I make an Instagram video and it's bad, I get 500,000 views if I make. But but if one person just started Instagram. My girlfriend. Asia Asian-American. Instagram. She made one video. She has three 300 500,000 followers on Instagram. She made one video and it got 15 million views, right. So I'm like, wait a minute, I'm getting 500 K views. And this girl that just started is getting 15 million views for that video. [00:34:00] Clearly, there is no advantage to Na's daily followers and fan base and brand and all that stuff. Which means.

 

Adva: [00:34:07] For startups.

 

Nuseir : [00:34:08] When you spend $10 on performance marketing, there is no surprises. You will never get a life changing event. You will get a customer per click that you expect, but with there's no VC returns. You know there is like bonds. It's like.

 

Adva: [00:34:24] Bonds.

 

Adva: [00:34:24] Yeah, it's not like the ten ex.

 

Adva: [00:34:26] Or there's.

 

Nuseir : [00:34:26] No ten ex in performance marketing, organic content. You have a [00:34:30] hundred x opportunity and you have a zero ex opportunity. That's the VC model. A lot of Israeli companies are doing the boring bond model. You know, you get 5% return every year, but you want to have a bit of a VC game.

 

Adva: [00:34:43] Yeah.

 

Adva: [00:34:44] With content.

 

Nuseir : [00:34:45] With content.

 

Adva: [00:34:45] Yeah.

 

Adva: [00:34:46] Amazing.

 

Adva: [00:34:47] So I'm selling.

 

Nuseir : [00:34:48] Myself on this now.

 

Adva: [00:34:48] I want to go and.

 

Nuseir : [00:34:49] Make more organic content.

 

Adva: [00:34:50] The more I talk about this.

 

Adva: [00:34:51] I mean, I mean, the best podcast is the one where you actually learn from yourself, isn't it?

 

Adva: [00:34:54] I actually am learning.

 

Adva: [00:34:55] You should listen to this episode.

 

Adva: [00:34:57] I want to send this to my marketing team.

 

Adva: [00:35:00] That's [00:35:00] I mean, that will be like, hey, guys, just listen to me.

 

Adva: [00:35:03] Speak like you'll.

 

Adva: [00:35:04] Probably make your own Bessie or whatever.

 

Adva: [00:35:08] You've been doing it for eight and a half years. I'm sure your content has grown and changed. Oh.

 

Adva: [00:35:14] Yeah.

 

Nuseir : [00:35:14] Got boring at.

 

Adva: [00:35:15] Times.

 

Adva: [00:35:15] I mean, you said. No, it's not, but it changed with time. So what? How should I start up? Like, how do you know my content needs to change? Because you don't want to do the same thing when you're at ten people company. And when you're a 100 people company?

 

Adva: [00:35:29] A very.

 

Nuseir : [00:35:29] Good question. So [00:35:30] I'll tell you something. When I started 1000 making 1000 videos, they were all one minute. Then after 4 or 5 years, I was known as the one minute guy. That's one minute you tomorrow.

 

Adva: [00:35:38] One minute guy.

 

Nuseir : [00:35:39] Wah wah wah. There's my whole brand, my whole livelihood. And then Facebook comes up and says, from now on, we are going to prioritize three minute videos and above. And I'm like, fuck! Like my whole brand is gone overnight. And so I started making three minute long videos. Now, in this case, what you saw is my format was forced to change. I was making landscape [00:36:00] videos. All of a sudden TikTok came about and said, you know what? We're gonna make it only vertical.

 

Adva: [00:36:05] It's a god damn it.

 

Nuseir : [00:36:06] So I started making vertical videos. So what I'm trying to say is the algorithm is your God. In social media, the algorithm is your god. Whatever the algorithm wants, you must obey because there's no way around it.

 

Adva: [00:36:18] Yeah.

 

Nuseir : [00:36:19] And so that's how you decide where you take your content on which platform to go and what format, what length, and what to make videos about.

 

Adva: [00:36:27] And how do you keep up with the algorithm?

 

Nuseir : [00:36:29] Well, you have to [00:36:30] be obsessive about this. You have to like so you have to follow the SEOs. You have to follow the CEO of Facebook, CEO of Instagram, CEO of TikTok. You have to follow their press releases. You have to try to be in their events because that's where they announce algorithm changes. There is this amazing naysayer community. Naysayer is our technology platform, by the way, which is like a whole new thing. Naysayer. Slash, geek out.

 

Adva: [00:36:51] G e e.

 

Nuseir : [00:36:52] G k o t. This guy from London just shares social media changes every single day on a WhatsApp group. [00:37:00] It's $6 a month to enter a WhatsApp group. You get 100 updates every day. If Instagram adds a button, you know about it. If LinkedIn removes a button, you'll know about it. If the algorithm changes, you know about it. It's a really amazing WhatsApp group and I highly recommend it.

 

Adva: [00:37:13] Amazing. But these are all sort of forced changes that you had to go through because the algorithm change. What about, you know, the level of maturity you felt like you reach? I mean, you started as someone who's doing it at some point. You had a whole business around it. At some point you had more than one business surrounding it. Are [00:37:30] you still making the same kind of content? Because maybe you want to change it, not because everything else, but because you want to portray yourself as something else or you want to send a different message.

 

Nuseir : [00:37:38] So it's a good question also. Yes. I was a creator for the first eight. I was a.

 

Adva: [00:37:42] Traveler.

 

Nuseir : [00:37:43] For three years, then a creator for the next three years, and now I'm like, I'm only an entrepreneur. So I only built companies. Now, I am not a creator per se. So my chapter of creator is.

 

Adva: [00:37:54] Over.

 

Nuseir : [00:37:55] Now. I'm like, okay, building companies, 1000 media and Oh! Let's go. That's all I care [00:38:00] about in life. So in a way, my content has to change. I no longer can go to China and show you the mountains, you know? And because of that, you will lose followers. The thing is, you just have to keep your life interesting. You shouldn't be doing the same thing every day. You don't want to be a one hit wonder. You need to go and your audience needs to go wherever you go. And unfortunately, some will want to stay in the travel world and others will come with you. It is your job to carry your audience with you wherever you go in these [00:38:30] different chapters in your life. Your audience will come with you as long as the next chapter is as exciting as the one before. And that's harder said than done.

 

Adva: [00:38:39] Yeah, and.

 

Adva: [00:38:40] Also, if.

 

Nuseir : [00:38:40] Harder done.

 

Adva: [00:38:40] Than said. Yeah.

 

Adva: [00:38:41] And keep in mind the entire target audience thing, because if you change your content, it's probably because the company changed the product change and maybe some of the people, instead of being scared, like, oh, I just lost 100,000 followers, maybe there's 100 400,000 followers are no longer your target audience. Which [00:39:00] makes it fine for you to lose them.

 

Nuseir : [00:39:02] It is good to decrease in followers. It is good to get an followers.

 

Adva: [00:39:07] What? I think we did talk about a lot of them. What do you think are the biggest mistakes you see people? I'm not talking about people and talking about startups or companies doing when creating content.

 

Nuseir : [00:39:20] The biggest mistake I think, is they they try to sell and they and they don't humanize their content enough. It's [00:39:30] a lot of like a lot of Israeli companies build, you know, software. So they make the software as the product when it should be the human using the software to be the product. So I and also they don't they don't share their struggles enough. Like the reason they succeeded is because I made a video crying. I made like ten videos where I cried.

 

Adva: [00:39:50] Okay, would you mind sharing it here? Here, if that helps.

 

Adva: [00:39:54] Do you want me to cry now? Yeah, yeah. Just like shed a small tear. If you ask me the.

 

Nuseir : [00:39:57] Right question, I.

 

Adva: [00:39:57] Could cry.

 

Adva: [00:39:58] Oh, a challenge.

 

Nuseir : [00:40:00] So [00:40:00] a lot of the founders don't really like I have. I'm yet to see one Israeli tech founder who's like, guys, I'm struggling. I had to go to the war, and I'm here and I have five kids, and I don't know what to do, and I. No one is sharing their, like, personal life story. Like, people want to see that now. Yeah. People may say, well, I don't want to. I'm just the behind the scenes. I want my product to be built. You could do that.

 

Nuseir : [00:40:24] You know, humanize your company. That's all I'm going to say.

 

Adva: [00:40:27] And do you think you have to put yourself at the front as the CEO [00:40:30] or the founder for it? Or can I have someone from the marketing team do it?

 

Nuseir : [00:40:33] I wouldn't put somebody from the marketing team or.

 

Adva: [00:40:37] I mean.

 

Nuseir : [00:40:37] This may.

 

Adva: [00:40:38] Sound like someone.

 

Nuseir : [00:40:39] Needs to take, but I would hire somebody who was proven that they can grow on social media. So I would find somebody that's a mini creator, that's 10,000 followers and above, and I would hire them to make me five, ten videos on a basis, and I would give them equity and money. I would want them to be part of this, to feel like this is their life, but also the founders. I would make them go really big on LinkedIn and X. [00:41:00] So LinkedIn and X is where founders should go. And then the content creators should go on Instagram, TikTok and Facebook and YouTube. And I would hire somebody with 10,000 followers and above, I would say if I look at like, what? What is the one thing that I focused on a lot for the last eight years or six years is being able to attract talent that does not exist on LinkedIn. And if somebody is on LinkedIn applying for marketing jobs already, they're not a creator. Sorry. This is a very controversial [00:41:30] take, but hey, we're in Israel.

 

Adva: [00:41:31] We can say, well.

 

Adva: [00:41:31] We can say.

 

Adva: [00:41:32] Controversial.

 

Nuseir : [00:41:33] But what I mean is, like the people you want to hire are not on LinkedIn, they are on Instagram, they are on TikTok, they are on Behance. That's where you want them.

 

Adva: [00:41:44] Amazing. And I also would like to take the moment to do a commercial for yourself and say that if you do want to hear founders struggling, we started a series in this podcast only for founders to talk about the hardship of actually being a founder in this industry. That's cool. Yeah, it's called Alesana on [00:42:00] the couch. So if.

 

Adva: [00:42:01] Anyone.

 

Nuseir : [00:42:02] Audio and.

 

Adva: [00:42:02] Video.

 

Adva: [00:42:02] It's only audio.

 

Nuseir : [00:42:04] Why not make.

 

Adva: [00:42:04] A video?

 

Adva: [00:42:05] We're working.

 

Nuseir : [00:42:05] That's why I haven't seen it yet, because I, I, I, I watch on the video.

 

Adva: [00:42:09] Are you.

 

Nuseir : [00:42:10] Well, I.

 

Adva: [00:42:10] Do that on podcast Spotify.

 

Adva: [00:42:12] Yeah, we're working on it. We're setting this studio to be a video studio.

 

Nuseir : [00:42:16] Make sure.

 

Adva: [00:42:16] They cry.

 

Adva: [00:42:16] So. Yeah. Of course. Yeah. So what's the right question? No. I'm kidding. Okay. We're reaching the end. What are any final tips for startups looking to build a strong content presence that you have? Like someone comes to you and [00:42:30] tell you I need you. One thing, one take for me to get going or for me to make successful content other than cry.

 

Nuseir : [00:42:39] The one tip. The one tip, the most important tip would be honestly, I, I can only think about something that is not even content related.

 

Adva: [00:42:53] Okay.

 

Nuseir : [00:42:54] You know the frequency. Like, you gotta commit to the frequency. You know, when nastily started, I wasn't a video maker. You [00:43:00] think I was born a video maker? I never went to film school. I don't know how to make videos. I still don't know how to make a DSLR work. The the reason I succeeded is because when I started, I committed to a format and a frequency. One minute videos every day. Let's go baby. That's it for a thousand days. And so you should take it as a challenge that you want to create content, not as something on the side.

 

Nuseir : [00:43:25] And perhaps something they can consider if somebody is thinking about [00:43:30] starting a startup, perhaps what you can consider is maybe hold off on starting a startup and for six months build social capital, which is followings followers, create content for six months full time and then raise a start a startup. Because it could also help you understand your customers a lot more to see what problems they want to do. So my actual advice to anybody who was about to start a startup is don't wait for six months and create content [00:44:00] about whatever product you're thinking of building. Then you'll attract the leads, you'll attract the audiences, and then you'll understand the problems and you'll see what's resonating, what's not. And then you build a solution.

 

Adva: [00:44:10] So validate your idea before even starting with content. With content, I think I cannot remember what was the name of the company, but I saw a post on LinkedIn about this company who they did not even have a product yet, and they managed to have a wait list of, I think, 20,000 potential customers.

 

Nuseir : [00:44:27] Makes total.

 

Adva: [00:44:28] Sense. And they did not even have a and [00:44:30] then they were like, okay, 20,000 people want their product. Let's actually build it.

 

Nuseir : [00:44:33] Yes, that's how it starts. That's the future.

 

Adva: [00:44:35] Yeah. So I think it goes back to the two engines you talk about. Yes. Do the trust engine. You don't necessarily have to start with the sales one.

 

Nuseir : [00:44:41] And that's how nasty they did. I get 11 million customers after the 1000 they finished and then I built my company. So I waited for a thousand days, and then I built my company.

 

Adva: [00:44:53] Okay, one last message before we finish.

 

Nuseir : [00:44:56] This was a great interview.

 

Adva: [00:44:57] I very much enjoyed it as well. [00:45:00] Well thank you. This was very, very fascinating and enlightening for me to hear and I'll add it if anyone listening has came this far. Most of our content is usually in Hebrew, so I recommend looking for startup for Startup Global. That's where we store all of our English episodes on Spotify, Apple, and if you're a Hebrew speaker, you have 290 more episodes to listen to. So good luck. Yeah. And thank you again. And thank you, everyone for listening. [00:45:30]

 

Nuseir : [00:45:30] Thank you so much.