- In this video, I interview New York Times
best selling author, Lewis Howes,
and we talk about his tips for growing your influence
with social media this year,
and how embracing vulnerability can help you make
a bigger impact with your community online.
Coming up.
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Hey, what's up?
Sean here with Video Influencers.
Help you build your influence, income, and impact
with online video.
I'm super pumped to be sitting with Lewis Howes.
How's it going?
- Going good.
- Super pumped to be here at Social Media Marketing World.
Just landed in the plane on the event here on San Diego.
And Lewis, of course, is a New York Times
best selling author,
and the founder of the School of Greatness podcast,
with over 55 million downloads?
- [Lewis] Mmm hmm.
- [Sean] That's insane.
- [Lewis] Yeah, yeah.
I mean, when you do something consistently for five years,
hopefully it starts to pay off.
- I love that.
And that's one thing
that you definitely stand for is consistency.
- That's it, man.
- Doing it over and over again.
But for those maybe that are just meeting you,
How did you end up at The School of Greatness,
best-selling author?
I mean, just take us back in that nutshell version
of your story.
- Phew!
Well, I mean, my dream ended
when I lost my identity of playing sports,
and then I got injured,
and I had to figure out what I was gonna do
the rest of my life.
This is about 10 years ago.
From there, I started to getting
in the online marketing world,
because I didn't wanna go get a job, originally.
I felt like I had a taste
of what life could be like playing sports.
I got to go do something I loved every single day
and get paid for it.
So, I said I can't go backwards now.
I now know what's possible.
I can't go backwards.
All my marketing was picking up in 2008, 2009.
So I was just learning as much as I could.
Fast forward about three to four years,
I started to generate a lot of courses
and other things that helped me make a lot of money.
But it wasn't the thing I was super excited about.
So I sold that off and got into The School of Greatness
was the idea of, I just wanna connect with people
that I'm fascinated with and learn from them,
and then share what I'm learning.
That's all I wanted to do.
That's when I started the podcast,
little over five years ago.
It started once a week for the first year.
Then twice a week
and then three times a week.
I realized I just really enjoyed
having these types of conversations.
And, through doing something that I loved,
it started to pick up an audience.
People were attracted to the thing that I loved.
I didn't think of I'm gonna build a business around this.
But people started saying, "Hey, can you put together
"everything you're learning into a course for us?
"Can you share this through a book?
"Can you do an event,
"'cause we want to meet each other?"
So that's what started building everything,
is because the audience was excited about it
and they asked for it.
- That's so powerful.
And speak to this as well,
we're talking about your podcast downloads,
but you also have a very influential YouTube channel.
- Yeah.
I started to go all in on YouTube,
when was this?
A year and a half ago I said,
okay, I'm going to use video.
For like eight years, I was just posting randomly.
I would be like, I'm gonna do a video.
And I'd do it for like a week or two.
I was like, this is expensive.
This is a lot.
It's too much time.
And, I think I had 30,000 subscribers in eight years
from just being sporadic.
Then, when I decided in 2016 to be consistent,
and record my podcasts.
So I had two videos a week in 2016,
and it got up to a hundred and I think
30,000 subscribers within a year.
Now we're at 235 I think,
at the end of 2017 now and 2018.
It's just about being consistent.
Now this year I decided I'm gonna do a video
every single day.
- [Sean] Wow!
- Because a lot of people,
I know the Paul Brothers, and how they just exploded.
I watched them from pre-YouTube to vlogging daily,
and getting 12 million whatever followers.
Whether you agree with them, or like them, or not,
they built something powerful by doing daily vlogging.
Right? - 100%.
- And they were extremely creative, very talented,
dedicated and consistent, high production value.
They did everything right to their audience.
So I started vlogging a little bit last year,
just to test it out like once a week.
But I didn't have the same thing.
Right?
I was like, I'm not them.
I can't do this.
Or at least, like, my audience is older
and they're not as interested in that type of stuff.
Just having a camera on me 24/7 was exhausting.
Always tracking here's where I'm at now,
and here's who I'm with now.
I was like, I'm exhausted.
I just wanna enjoy life.
- Right.
- But I decided that daily video, for me,
is now the next phase.
I don't know if I'd recommend
this to everyone. - Sure.
- 'Cause I got three editors.
And we have a lot of content,
so we're repurposing a lot of content.
Editing up to inspiring content, ya know?
I'm excited to see what unfolds after a year of daily video.
- Yeah.
That's really a great story, too.
I love to hear your strategy and some of the nuances there.
Also, for Influencers watching,
a lot of people in our community are Video Influencers,
but you're a great channel.
Definitely go check out the channel,
because it shows how you can podcast
but also do video kind of simultaneously.
Your execution of that's great.
In fact, that's what we wanna follow, eventually,
for some of my personal stuff too.
If we podcast, when we podcast, I should say,
we're gonna be capturing that video as well.
That's a cool strategy.
Have you learned anything in trying to execute on that?
- It's tough because when you do daily video,
it's hard to promote and get the views
on every single day because you can't just be like,
watch my video today, watch my video!
And listen to the podcast, and check this out.
- True, you're pushing your audience too many places.
- It's hard to push it,
so I try to create more evergreen SEO content
that people are just gonna discover and find on YouTube,
because they're typing in a question,
or they're finding someone's name,
or they watched another motivational video
that had similar title and then it shows up,
and gets people in so it may not take off right away,
but hopefully the long tail it just keeps building
and then they're just like "Oh, I wanna be
"a part of watching a couple videos a week."
Some are, you know, hour long
and some are five minutes long.
- Yeah.
- So I haven't really figured it out yet.
Maybe I need to watch some of your content to learn more.
- I love it.
Talking about social media,
you're definitely seen as a social media expert
and you've been in all kinds of Entrepreneur and Forbes,
all these places and talking about these things.
This year, what is the things you're paying attention to
that you'd recommend from your perspective.
The landscape is always changing,
and what worked three years ago, is not what works today.
You talk a lot about Instagram,
just kind of an overview of sorta
what you are focusing on.
- I think it's challenging
because Facebook is constantly changing its algorithm
and the last year was big for Facebook Video
and now it's like, it's changing so much,
and it's like you just have to be
ahead of the curve so often, I feel like.
- How do you try to stay ahead of the curve?
Do you try to read, or just listen,
or talk or network?
- I try to stay ahead of it
by partnering with the platforms,
by meeting people at the platforms
who have control.
- So listening to Facebook themselves.
Now you probably have some connections.
But you'd say go to the source.
What's Instagram releasing about Instagram?
- Yes, yes, I mean, do that.
See what they're releasing, but also I'm going
and connecting with the people
that are in charge of the platform.
- Absolutely.
- And saying, how can I work with you
to create content with you?
- Yes.
- So that we can serve your mission of your platform.
- Got it.
- And, I think that's the way to get ahead.
- Sure.
- Ultimately, is to partner with them.
So when Facebook's doing Facebook Watch,
it's like, okay, how do I get on that platform early
to get integrated so that they see
that I'm becoming a partner of theirs
and can build with them as they grow this platform.
As Instagram updates its new updates on whatever,
Instagram Live or all the other stuff that they're doing.
It's like, okay how can I stay ahead
by just using the platform they want us to use.
That's one thing to do.
Yeah, 'cause even Instagram, it's like you never know.
Each week the algorithm can change
and, like, what got a ton of views last week
it could be nothing this week.
- Yeah.
- So I think it's challenging to put all your time
and energy in these platforms
but that's where people are at
so you almost have to at the same time.
- Yeah.
That makes sense.
- So for me, it's how do we leverage these platforms
to build communities that aren't determined
on the platforms?
So I'm hosting a live event every year
and bringing people together.
How do we create that
so you can really build a community of people
outside of the platform as well?
- Yeah and that's The School of Greatness Summit?
- [Lewis] The Summit of Greatness, yeah.
- Summit of Greatness, absolutely.
That's an event that I can't wait to get to some day.
Of course, we'll link that up in the description below.
What a great event you've put together now.
Just kind of taking one more question here,
you wrote a book, The Mask of Masculinity, right?
- [Lewis] Yep.
- And, it's definitely for men
but also for anybody to read.
And you've been really focusing on vulnerability
and dealing with kinda your issues, right?
- Yeah, yeah.
- And becoming into your true, authentic self.
You know, when you're communicating on video,
most of us, though, when we start,
we usually are not in our true voice.
- Yeah.
- Because we've seen some other people,
we're doing, we're imitating what other people have said
but when you find and discover your authenticity,
that's where the power is.
We connect and resonate with people online
that we feel like are real, that they're authentic
and actually, I think everybody watching probably is,
but they might have masks on, ya know what I mean?
They've got different things they're imitating, copying.
They're just trying to do their best.
What are your tips for really honing your voice?
You've done that in your podcast,
you've probably grown over, you know.
What are your tips and then some of, maybe, the principles
that your book teaches that we could,
we'll link that up as well.
- Yeah, I just think there's so much content out there
that if you want to, everyone's like,
"How do you grow your podcast,
"how do you grow your YouTube channel,
"how do you build your audience on Instagram?"
It's like, unless you're really just being true,
and being honest and that doesn't mean you need to be,
there's also a boundary, I think,
because there's some people that are always vulnerable
that you're like, all right, just be normal.
You know what I mean? - Yeah.
- You don't have to tell me the sob story every time.
- Yep.
- Or, like, acts, it's almost inauthentic
when you're over-vulnerable all the time.
You're like, you're not always sad,
ya know what I mean? - Yeah, you're right.
- Just be yourself sometimes,
and then be like, I went through this challenge
and relate to it through a story.
But I think that's what people resonate with,
when you're just honest about challenges.
Now it's all dependent on the context and the setting,
if you have a comedy podcast,
you may not go into vulnerability right away
or you're joking, you're joking, you're joking,
and then you say, you know what,
actually, I was really depressed
and this is why I do comedy
because it helps me feel better.
And then you're like, wow, I'm depressed.
You're gonna resonate with people,
so I think you gotta learn how to weave it in.
- Yeah.
- So people aren't turned off
by the inauthentic vulnerability.
- Sure.
Yeah, not doing it just as a tactic.
- Yes, 'cause then people can smell it
and they're like, "No, I don't relate to you at all
"when you're that way."
- Sure.
- Even me, I check myself, I'm like,
huh, am I talking about my story too much sometimes?
- Yes.
- Maybe I am, I don't know,
but I just try to find the right points and who knows?
- That's powerful.
Definitely, you have gotten more vulnerable
but I think when we share our scars,
and we share our failures, and we share our shortcomings,
that builds communities 'cause people can relate to us.
So it's kind of an old-school strategy
to just be like, I got it all together,
everything's perfect, and just try to portray that.
Which sometimes we feel pressured to do
on social media, right?
- Absolutely, I think we try to look perfect
'cause we're afraid of people judging us.
And I remember when I started to reveal everything
that I was insecure about and just afraid of people
knowing about me, that's when I was like,
oh, everyone knows now or they can learn
about all the stuff that I don't want them
to know about and I'm still alive and people still like me
and like okay, now it doesn't matter anymore.
- Yeah.
- I think I was looking to protect myself
or to try to portray something
because I was afraid people wouldn't follow me
or buy from me or whatever or like me.
But it was like they liked me more
because they knew that I was more human,
you know, I was real about my stuff.
So I think that's what we're all craving,
that intimacy and that connection and that realness.
- Yes.
- And if we're, I just think it's gonna be hard
to build anything if we're not at some point
willing to go there with context and understanding it all.
- Absolutely.
Such great advice and, Influencers,
definitely consider maybe how could you share more
of your story, more of your scars,
more of your shortcomings?
It could build greater depth with your audience.
- Yeah, my most downloaded podcast was
me opening up about being sexually abused
and it was the most downloaded,
and most impactful thing that,
from the response that I got from people,
just the constant messages.
- Yeah.
- And it was the most terrifying thing I did,
but it was the most impactful.
- Wow. - So I think it's like
think about those things for you
that you can connect with your audience,
whether it be on video or audio or images.
More and more people are writing these descriptions
on Instagram that are like, but here's how I really feel.
You know, I show you the highlight reel
but actually, I'm scared, I'm insecure,
I feel like a fat kid, whatever it is.
I think that's what you see is the biggest engagement
on these people's pages.
Now, don't use that as a tactic every time.
- [Sean] Right.
- Because then it's inauthentic,
and I'm like, all right, whatever.
- Well, quickly, do you have time for the Lightning Round?
- Sure, go ahead.
- 'Cause it's the Lightning Round.
- Let's do it. - All right, here we go,
choo-choo, three, two, one.
Coffee or tea? (upbeat music)
- Right now coffee.
- Right now coffee, we need some coffee
at the end of Social Media Marketing World.
NYC or L.A.?
- New York, even though I live in L.A.
- There you go.
Cat or dog?
- The right cat, yes, but most of the time, dogs.
- So your cat story that you talk about when you speak,
Leaf Moose.
- Leaf Moose. - Leaf Moose the cat.
No miss morning ritual?
- I make my bed.
- Make your bed.
- Yeah, yeah. - I love that.
Why?
- I never made my bed growing up
and I went to a boarding school where you were required to
and I think when you're forced to do something,
you wanna rebel against it
and so I would never make it after school.
And I realized I just felt sloppy
when I didn't make my bed.
And when I started to make it
every single day, a monk inspired me seven years ago
he was like, "Make your bed, here's why."
I said, I'm gonna try this.
I did it for a month and I just felt better.
I felt productive right away.
I also felt like I also had a clean space
when I came back at night.
I felt like, oh, that's something I did
and I'm proud of.
- Yeah.
- And there was a book that came out
a year and a half ago
that's a number one New York Times bestseller
called Make Your Bed.
It talks about the science of making your bed
from a Navy SEAL and it crushed.
It's just like, make your bed, ya know?
That's it.
- Powerful.
Last song you had on repeat.
- There's a song, Wolves by,
who is dating Justin Beejer, Bieber?
Selena Gomez.
- Selena Gomez.
- It's called Wolves.
Yup.
- Selena Gomez, Wolves.
- As they're tearing down the building.
♪ I've been runnin' through the jungle ♪
♪ I been runnin' with the wolves ♪
♪ To get to you ♪
- Book every Influencer should read.
Of course The School of Greatness.
Of course The Mask of Masculinity.
But besides those?
- I think, I mean, The Alchemist for me
is a book that I think everyone should read,
whether it's influence or not
because if you're an influencer,
you have to understand how powerful
the treasure is within you.
- Yeah.
- The Alchemist talks about discovering your treasure
and sharing your story with the world,
so I think The Alchemist.
- I love that.
And then finally, favorite quote or phrase
that you like to think about often.
- People don't care how much you know
until they know how much you care.
- Love it, love it.
Well, Lewis, of course we wanna link everything up.
What do you have going?
Where's the best place to engage
with your projects online?
- Just @lewishowes anywhere on social media.
- Yup?
- And, School of Greatness podcast.
- Absolutely.
We'll definitely put those
and I also just wanna acknowledge you.
- Thanks, brother.
- Because you're doing business with integrity.
You're building a legacy for the long-term.
And so, when I see your brand, when I see what you're doing,
what you're building, it encourages us,
here at Video Influencers, it encourages me
what I'm doing at Think Media, so I appreciate you.
Thanks for everything that you're doing.
- Appreciate it, Sean.
It's a good guy right here.
Make sure you follow him.
- I love it.
And, Influencers, definitely subscribe
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if you wanna see other videos in our social media series,
click or tap the screen right there.
And until next time, we're helping you
build your influence, income, and impact
with online video here on this channel.
And, we will talk soon.