Episode 262: Chad Kaleky – Mastering Viral Video: Strategies for Organic Growth, Engaging Content, and Building a Brand Persona

Brynne Tillman 00:02

Welcome back to the Making Sales Social podcast! I am here with my new friend, Chad Kaleky. He is the founder of FTS Growth Studios and the podcast host of “Failing to Success.” One of the reasons that we’re having a chat today is because he knows how to take video and get it to go viral. Welcome to the show, Chad.

Chad Kaleky 00:31

Thanks for having me, Brynne. 

Brynne Tillman 00:33

I’m excited for you to be here. So here’s the thing we teach all of our clients that it’s video that connects you to your audience. People get to know you through video. They feel like they know you. I had an experience recently where I went to a convention where I was speaking. And I had someone I never heard of or met in my whole life come up and hug me and tell me they love me because of my video. So we know the impact that video has and how very important it is in our business and our sales, even in our social circles. That’s how people are connecting with us. So I am really excited to talk to you a little bit about how to get that video to go beyond your natural network. How does that expand? And how do we touch the business owners, the network, the influencers, the lurkers? How do we attract them and create a viral video? So are you ready to chat about that?

Chad Kaleky 01:39

Let’s do it

Brynne Tillman 01:40

Awesome. So I’m gonna ask, you know, how did you start your journey in becoming an influencer around content creation?

Chad Kaleky 01:51

Well, my e-commerce business was actually where we started creating a lot of video around our products. And we realize very quickly, oh, this does better than any paid advertising or anything we’ve ever done. Because organically, couple of our videos hit a million views and it became our largest traffic dot drivers for the website.

So then, a little later on, when we created the podcast we said, “Okay, how are we going to distinguish ourselves as a podcast with so many people doing it?” We’re gonna do video, but not just video short form video and cut the podcast into clips and post them on to every social media channel, possible.

Brynne Tillman 02:23

Awesome. Do you remember the first video that really hit that we went? “Oh, my gosh, this is incredible”

Chad Kaleky 02:30

Personal hit, 240,000 views. And it was because it was a little controversial. and I have no prom speaking in controversial terms, and so I know that if I can get to a line without crossing it. It will do well to a broader audience. So the video that really hit was on a topic of electric vehicles and we were saying that we can fill up. I can fill up my Ford truck for $10 at home. When I go to the gas station and talk to my friends who are filling up their forwards for $150 to $200. People went crazy on Instagram for this. 

Everybody’s like, “No, you can’t. What’s the cost of actually buying the truck?” You know. What are all these things? So it was great exactly what we wanted. It got people conversing. So the idea of the video is you really need to trigger a reaction to where somebody wants to comment. Because if they comment, then what happens is the video keeps playing and it keeps starts to loop. So the algorithm looks at it. And they’re like, “Oh, why is this 15 s video running for 45 s.” “Oh, this must be good.” Only push out to a broader audience.

Brynne Tillman 03:35

Uhh. So I guess the lesson in that is, make sure that your video is not just what you want to tell them. But what makes them want to tell you something?

Chad Kaleky 03:48

Exactly, exactly in a way you’re trying to. You’re trying to get an emotional reaction from people, and that can be a positive one that could be a negative one or that could be just something that interests them. So when you say trying to connect with a broader audience, right? Because if you’re speaking to your internal network. You’re not expanding out. So it’s talking about something relevant and then tying it back to your knowledge base. 

So to give you an example of that we do a lot of search intent. So we do. We look at what’s trending, and we look at what people are searching for and then build backwards. So there was a clip that went up a couple of days ago, where Elon Musk on Twitter or X, whatever you wanna call it. And it was of the Tesla Optimus robot, and it was folding close.

So right away, soon as that went out I went and I made a video, and I made my comments on it. And I said, “Okay, from a technology perspective and from this perspective, this is what I think we hit it.” We caught the trend and it’s already at 5,000 views we’re in like 24 h later, right now. Because we’re also targeting search intent. I think it might get tagged on to the main video and be recommended by Youtube. And if that happens my video goes to me.

Brynne Tillman 05:05

So how do you find that viral content or the content that you can hit your wagon to. In a timely manner you mentioned intent listening, or whatever that is like we call something social listening. But we don’t really teach it in such a timely manner. What do you do? You know that you are alerted, and when you have to take action.

Chad Kaleky 05:32

I’m lucky enough to have a full team of SEO experts in house and marketing team, and we sell marketing services, so my team will ping me to say, “Hey, make something on this right now. Another one is Mcdonald’s.” Did the big push of their new Cosmix chain?

Which are these really nasty looking coffee drinks. “Oh, I have lots to say on that.” I can make a short video kind of tearing it apart. Let’s do a menu review because people are going to be searching for that in the coming weeks. So if we do that. we’re going to crush it with the algorithms.

Brynne Tillman 06:05

So let’s talk about rather than you, the marketer understanding the marketing. What about a client? So let’s make it as mundane as I possibly can. An insurance salesperson comes to you and says, “How do I create a video that attracts an ideal audience, entertain them and have them still understand what it is that I do for a living.”

Chad Kaleky 06:32

Yes. So first, we look at what people are searching for on that front. So, is there anything currently on Youtube or on Instagram around insurance that people are interested in, because it might be from the aspect of somebody who’s shopping for insurance. And how can you tell if a provider is giving you a good rate? Or how can we figure out if this is a reputable broker?

Right? So we’re going to instead of trying to go for virality, we’re going to search, because that’s a very targeted audience. And if we can give a lot of value, education insights through their video and even do that in a short form format. People will watch it, and it’ll start showing up in search results.

Brynne Tillman 07:16

Awesome. I love that. So just a couple of tips, and you don’t have to give away all your magic. But let’s say I find a Brene brown video that’s gone nuts in the last 24 hours and I wanna hitch my wagon to that. So what do I have to mention her? Is it the same topic? Do I name my video a similar topic like, How do I start?

Chad Kaleky 07:44

You start by saying her name. You say “Brene Brown just did this.” And then you tell your thoughts, your perspective, your analysis of it. And you definitely name it a similar title.

Brynne Tillman 07:56

Okay, perfect. What do you think of those videos where someone is watching someone else’s video and laughs and then talks about it. You, you know, like the split screen. Do those really well? And is it for that reason that you’re mentioning somebody else’s name?

Chad Kaleky 08:16

Yes. So what grabs people with keywords that they are familiar with. So if I start a video saying, Elon Musk, already I have their attention because it’s something that’s relevant to them. Branded words in your first one line, and then your statements are very important. Speak! Don’t speak an eye statements about speak to your listener. 

You are going to learn these 5 things from listening to my video. You are going to get an interesting perspective from listening to this video. And that’s how you need to speak. So it’s almost like a teacher and beats towards them versus about yourself.

Brynne Tillman 08:53

Awesome. I love that so how do you balance staying true to your personal brand while also appealing to the audience like, if you’re not naturally funny. You know, my brand might be highly education, but it’s not engaging someone like, I’m gonna go back to insurance.You know, I’m an excellent insurance broker, and I really understand risk tolerance. 

And I really understand when someone needs a whole life, a universal life for long term care, disability. I’m not an insurance person right, but I’m just my point and when I talk people fall asleep. But I do want to make sure that I am showing up as the subject matter expert and getting value from viral videos. How do you blend the 2?

Chad Kaleky 09:45

If you, when you talk, people fall asleep, you might not be the right candidate to make a viral video. If we’re being just straightforward here, 

Brynne Tillman 09:52

Okay fair.

Chad Kaleky 09:53

Maybe develop a persona for this right? And maybe it’s a little more upbeat. Maybe it’s fun. Take on insurance sales. Yeah, it’s you have to play to the audience, something people are gonna watch. If you are, do have a little bit of personality and can kind of dance around subjects in your own method and words, in your own personality. It’s great because you’re gonna get the right list of listeners right? 

They’re gonna be very interested in you. They’re gonna buy into you. You don’t ever have to be. Let’s say you’re selling service, or you have a business. You never even need to sell it or pitch it, because what’s gonna happen is they’re gonna start investing in you as a person, and they’re gonna be like, “Oh, What is Brynne’s business?” And I’m gonna click here on her profile. And then I’m gonna show up on our website and be like, “Oh, I actually do need your help with this.”

Brynne Tillman 10:38

Okay, That makes sense. How do you feel about QR codes to things and calls to action and videos. Does that kill the momentum? 

Chad Kaleky 10:50

Yeah. Call to action, kill the momentum. At Least in the beginning? So Until you get to a critical mass of following like until you have like 100,000 people behind you. Don’t try and sell anything. Let them naturally come to your website. Let them naturally just decide they want to buy something as soon as you make it sales that you’re gonna lose people. And when you’re building a following you can’t be sales in any way alright.

Brynne Tillman 11:12

But saying, “Hey, smash that like button is fine. 

Chad Kaleky 11:50

That’s fine. You can ask for a subscribe, or like, only ask for one thing, that’s the only thing. Don’t say like “Comment and subscribe.” People can only handle one call to action.

Brynne Tillman 11:25

Oh, so that’s interesting. So there are a few people that I guess, because I watch them. They’re always in my feed, and every time before one in particular gets started. You know, make sure you ring that bell like that, and there’s a whole list of things that it comes on, and then sometimes I find myself scrolling off before she even gets started.

Chad Kaleky 11:46

Exactly. I was just going to ask you, what do you do?

Brynne Tillman 11:49

Yeah. And so I’m like, “Oh, I’ve heard this 50 times.” Now I feel like if it were at the end. If you liked this, and you’re still here.

Chad Kaleky 11:58

Do you agree with that? Do it at the end completely, and all the platforms reward people watching all the way to the end of the video.So if you’re staring people off in your first 5 s with some sort of call to action. You’re never gonna get any traction.The first one line needs to be a hook that gives a little bit of intent about what the video is going to be about without giving the whole thing away.

Brynne Tillman 12:24

Okay, so let’s do life insurance. What’s a good hook? So if I said. “Oh, wait, I’m gonna come back to the hook” because I wanna ask “No, alright, we’ll do that.” And then I’m gonna go to my next one. So I’m on life insurance. What’s a good hook that will get you it that could get someone in?

Chad Kaleky 12:45

Do you fear leaving your family with nothing behind?

Brynne Tillman 12:49

Hmm! And I think use statement.

Chad Kaleky 12:51

That’s a use statement that one does. I mean your life insurance. You kinda need to play on fear a little bit.

Brynne Tillman 12:59

Sure. Oh, all of life insurance is bought on fear. Yeah. 

Chad Kaleky 13:03

So do you want to make sure your family is taken care of when you’re gone? That’s another hook.

Brynne Tillman 13:10

Okay, disability. Could really, you could have fun with some disability right? Like, do you want this person or this person taking care of you? Yeah. Oh, I can have some fun. I get it now, right? Like, Actually, that could be really fun long term care. Right? Oh, my gosh! I just like had a flood of ideas come in for these really boring insurance videos. That’s great. I love it. Okay? So the question that I couldn’t decide when to ask. 

I’m asking now, another trend I’m seeing in video, and I really kinda like it are if they’re young people like you that are talking to themselves right? So there’s split video. And it’s did you know that if you go to this airline and you click here and you can fly first class for free the rest of your life? How do you know that? Follow, Jane. And it’s themselves right. Follow Jane for more tips like these. and I find them really engaging. Are they effective?

Chad Kaleky 14:16

They are. So it’s a lot more production work and video work to cut yourself up in wearing a different hat, different shirt, but they do well, and if you have the time to do it, yes, if you can put the effort in, you know me, and you are both very busy business owners. So if we can get something up there and it’s catchy, we’re happy. But yeah, those ones work as well.

Brynne Tillman 14:39

Yeah, I think that’s something I actually said to one of my co-workers, I’m like, “Try that.” And then my team is like we got a video, we gotta edit that like, Yeah. Well, I mean, that’s why people hire you. Right? That’s what you do. You’re right. It does. It is a much higher level of video editing. 

But I really think it’s worth it, for whatever reason, and they’re all easy young people like, you know I’m in the second half of 50, Right? I could still have some fun with it, but it feels like a very young thing to do. But it really gives me the impression that the person knows what they’re doing. They’re really smart. It’s credibility, and it’s fun.

Chad Kaleky 15:24

And you do have to realize that to create that one clip, even just from a recording aspect. it’s like a 3 hour recording job for that 1 30 second clip.

Brynne Tillman 15:33

Wow, okay, especially putting the subtitles and it’s interesting. 

Chad Kaleky 15:37

They’re changing their outfits right there. How many times have they done retakes of saying those lines to get them right when they’re really well done like that. It’s taken some time.

Brynne Tillman 15:51

Yeah, that makes sense. And you know, writing the script is 90% of the battle. I think, though, it’s like it could be 4, 5, 6 hours to get that right and punchy, and so I totally get it. I totally get it. So what trends do you see coming down the pike with video and business like what? Anything? How is AI affecting it like what’s going on in the industry that’s gonna have an impact on video.

Chad Kaleky 16:23

So AI is great from a thumbnails perspective, you can get some really cool graphics quickly without having graphic designers for your videos. Video itself. You can’t really use AI, you can tell. And people want the human touch. They want a real person speaking, maybe stumbling a little bit right. If it’s perfectly scripted, it’s not always the best.

Brynne Tillman 16:44

Right. That’s why I said to you when we started, I’m like we could edit. But I’d rather not. I just want natural conversation right? So that’s great. So what do you see coming down the pike with AI, how is it gonna make other than its thumbnails like? Do you see it writing scripts that are humorous? Do you see it like? How can AI help business owners get started with video in a way that they never thought they could.

Chad Kaleky 17:12

Yeah, currently, I’d say it’s capable of writing good outlines. It can give you scripts. We have to rewrite them in your own voice because you can tell they’re computer generated. There’s some decent jokes, but you’ll probably have to rewrite the jokes, too.

Brynne Tillman 17:25

Okay.

Chad Kaleky 17:26

You’ll always, I mean, maybe in a few years it’ll get to the point where it’s really good and can do it. But within the space of creativity the human touch is always going to have value.

Brynne Tillman 17:39

Umhm, that’s awesome. Alright. So I’m gonna ask one last question, which is, what question should I have asked you that I didn’t?

Chad Kaleky 17:54

How does a very busy business owner have time to make content? And so you actually pretty much have to have a content coach. Otherwise you’re just not gonna get it done. It’s like anything else in life. If you don’t have a coach and somebody who’s coming in with the plan. You won’t be able to do it consistently, and you won’t be able to keep to that routine and bringing an expert can really help you with that it ends up being worth whatever expense you put in.

Brynne Tillman 18:22

Yeah. And one of the things I say, and I agree with that. One of the things that I think about is that you may think you’re saving money by doing yourself. But how much is your hour worth? You got to really look at that. If you could sell that hour are you really spending significantly more than by not having a coach? 

So I totally agree with that. This was fun. I learned a lot. I think this is gonna bring a lot of value to our network. A lot of folks really understand the importance of video and just don’t really know how to get started. So if they wanted to work with you, how could they reach you?

Chad Kaleky 19:03

Think of my website ftspod.com. There’s a button that says book a strategy call very easy, and you’ll get directly to me.

Brynne Tillman 19:13

Awesome. Thank you so much, Chad, for your insights and for all our listeners when you’re out and about. Don’t forget to make your sales social.

Chad Kaleky 19:23

Thanks, Brynne for having me.

Outro 

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