The Dealer Playbook
The Dealer Playbook

Episode · 1 year ago

Adley Stump: How To Create Video Content That Car Shoppers Keep Watching

ABOUT THIS EPISODE

Adley Stump (aka ADLEY TV) is best known for her fun-loving Facebook video content that generates over 180 million views per week. If you're on Facebook, chances are you've seen one of her videos.

During this podcast episode, you'll learn more about how Adley got started producing videos and some tips to help you create more engaging video content. If there's one thing for sure, it's that Adley has the video creation process dialed-in at a scientific level.

Topics from this episode:

4:35 - Why did you even want to get started doing what you are doing now?

7:28 - Going through the process of not knowing what is going to work.

10:08 - See life as an experiment, keep trying new things and improve. 

16:17 - Creating the “you are on of us” feeling.

25:31 - How others can get started in content creation?


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...again. You know what's on my mind? More than deleting all the annoying kids shows that show up in my YouTube watch. History from over quarantine. Better marketing decisions. Yep, that's right. That's why I'm so excited to be supported by my friends at Pier cars who put the power of data and superior information into the hands of dealers where it belongs. Use pure car to make a better marketing decisions and get better results. Visit pure cars dot com to get a free no risk, no obligation digital strategy analysis today that's pure cars dot com. Well, hello. Welcome to this episode of the Dealer Playbook, a podcast that explores what it takes to create a thriving career in the retail auto industry. I'm your host, Michael Cirillo, Excited to share with you how to create video content that car shoppers keep wanting toe watch with my new pal Avidly stuff. Heh, Pegging It should come as no secret that creating videos contro Matic lee enhance your exposure as a dealership or for your personal brand. P. T. Barnum. You know him? The greatest showman famously said Quote. Without publicity, a terrible thing happens. Nothing. Close quote, but creating content for the sake of it, it's likely gonna burn you out. Maybe it already has. And then you're gonna get discouraged if you feel like you know, after you've poured your heart and soul into a piece of video content that it doesn't get the viewership or the engagement that you want. My guest today understands that perfectly. But today she's receiving upwards of 180 million views per week on her video. Content like that is insane. Think about that 180 million views per week. She she's get more views per week than N Sync sold albums. It's insane. Okay, maybe don't fact check me on that. But anyways, I want to just set this up. I'm sharing an excerpt of a segment I run on the popular clubhouse room called Breakfast With Champions. Every single Monday, I have the chance to have a segment in that room from 9 a.m. To 10 a.m. Eastern. And during this particular segment that I'm gonna share. I had the pleasure of interviewing Adly, who you've likely seen on Facebook in one of her fun, zany prank ee type videos that she does but don't let her zany videos fool you. Okay? She has broken the video process down into a complete and utter science. You'll hear her speak about her story, how she got into it. You're gonna learn a little bit about her mindset and how she puts videos together. And she's also going to share some tips content creators should consider that will keep people engaged and consuming more and more content. You ready for this? Here we go. Ah, 180 million views per week on Facebook on her social media, and we are going to dig into her brain and understand her process. I was listening to her in a room the other day and she was kind of getting into the the process and the science. And I thought, man, this would be so cool. I know there's a lot of people here who want to get into content creation, who want to be doing video content, who wanna be, um, expanding their reach, who have a dream to just do it. And now Adly the maven welcome so much. Thank you so much for joining us here. I'm so excited about this. I'm so excited to thank you so much for having me. Thank you, guys, for creating a space for me. People like me, everybody sharing the stage and everybody listening. And this is my favorite subject. So I'm fired. Yeah, well, and so, by the way, this does not preclude my vain ambition of, you know, chicken pickin in a music...

...video of yours When we when? When the, you know, the music scene starts kicking up. And I said I saw your instagram. You weren't lying. You've got You've got the skills. Oh, my gosh, I'm so pumped about this. But I wanna I wanna kind of just build context for the audience because, you know, I think especially in social media, people think they turned it on, they flip the switch, and now you're getting 180 million views a week. I don't think that was the case. Correct me if I'm wrong, but let's dig into why did you even want to get started doing what you're doing now? So getting started in constant creation was Actually it was a necessity for me, so I I was on the voice. NBC's the voice. It feels like a like it feels like three lifetimes ago. Now, Um, it was my first time ever singing First time ever on a stage. It was a dare from my sorority sisters, uh, to go on this karaoke show because that was the girl who was in Stillwater, Oklahoma, and I would jump up on stage, do karaoke on Wednesday nights if I had enough course in me. You know what I'm saying? That was the extent of my experience singing, but ended up on the show, changed my life, moved to Nashville, and I was like, Oh, my gosh. Okay, I've got I've got something to say. I've always been somebody who had something to say, but content creation was born out of necessity, so I had to figure it out pretty quick. Andi, I was terrible at it. I was absolutely terrible about it. When I try to boil that down as to why nothing I posted got likes nothing. Got engagement as as a musician at the time. The content is very self serving. Right? And that didn't work. It was all about me. And by my song, I've got something coming out And look what I can do. Look what I could play and sing. And it was it was all about me as this persona, this person who just come off TV, right? And like you guys watch me, you chose to follow me because you liked what you saw. But you're not sticking around. And what I'm creating isn't inciting anything in you to force you toe like or comment or engaged. And when we think about the people that we follow, why do you follow anybody that you follow? It's because of the content that they put out that makes you feel something. So I had to make that transition and it took me far too long. But it was the transition from what do I want to say versus how doe I want them to feel. So when I started messing around different types of content because what I was doing wasn't working. The engagement was crap. It was, and I was all over the place just talking about really myself, my services, what I had going on, where I was touring. Nobody cares, you know. What am I offering them? So not what I want to say. Take that off the table. That's out of the picture. Always before I create any piece of content. Now, I immediately think, How do I want to make them feel? And we can do a deep dive into this. What makes content viral? What makes it shareable on? I look forward to doing that, but really, that was that was the genesis of it is okay, I've got to start making content and really quickly. If I want to keep this little bit of momentum that I have, I've got to figure out how to make it sticky. And that's the journey and the ever pivoting journey that we've been on since. Do you? I love this. Do you sit there? I mean, obviously, there must be some measure of, like, gratitude for the process. I think of this idea of, you know, overnight success, but what you're really laying out here is No. I went through this process of maybe what sounds like frustration here, not knowing what's gonna work or what's working, and you're all over the place. How did you what drove you to kind of push through that to find, You know, the cadence that you have now and I should clarify that that process to getting to where we are now was 8.5 years of trying and nobody watching and nobody caring and nobody listening. If that could be an encouragement to some of you being really, really frustrate with content creation, you think what you're doing is great, but people still aren't...

...resonating. It is, and was an 8.5 year process to get to this 180 million views a week on bond. What contributed to that was staying in the game, the right people finding me and paying attention still, but not a lot of other people were, but they saw the value coming. They saw potential. So it was staying focused on this goal and then an opportunity did come and it came completely out of left field while I was dedicated to the craft. So I was vlogging every week for about a year that 13 people watched y'all. 13 people cared about my vlog, but I cared about it. I was learning the craft. I was learning how to edit. I was learning what worked, what didn't all of life. I generally tend to think of as an experiment a really exciting experiment. Um, that's what this was for May Because I've always maintained the mindset. What? I want to be doing this and adding value in this way. If I never got paid for nobody ever really cared. And people caring a delicate subject because you can't be a people pleaser in the content business. You have to be pretty decisive on who you are because every other comment, um, at least my world hates the comment, hates the constant, and every other person loves it because we're not specifically Mitch were very, very wide. Um, So I had to know that I loved doing this and I was gonna figure it out no matter what it took. Um, so that just say it was an 8.5 year process of figuring out how to really do this the right way. I think that's so tremendous. Even if you look back at guys like Gary V and you go back to his very first episode 11 or 12 years ago of Wine Library, I think it's still on. Lee has, like, 1000 views, and when you contrast that to 11 years later, Gary, it's you know we're seeing this pattern over and over again. I do podcasting for seven years to get to where I'm at your doing this content creation for 8.5 years to get to where you're at to experience what you're experiencing and enjoying the journey. I think what you just said is something that resonates so deeply with me that you see life as an experience like you're excited. You're curious. You want to keep improving. Is that what, um made you want to try new things? Because I can imagine along the way you were probably thinking, Oh, if we do this in these videos, maybe it'll give us this response. How do you know? Is that kind of how it played out for you? And how long were you willing to try that same thing? Thio really understand if it worked Great question. I was willing to try it as long as a Zilong as it took because I genuinely loved doing that. That it and I think that was People saw through that over time. Even though the audience was small, it was still generally engaging and entertaining to them. But here's where the pivot came is I was still in music, right? And I was trying to wait for permission from a suit behind the desk to tell me when, where and high and how I could be successful. Right? I was writing songs every day, turning him in, and I felt so small and so reduced that I was just having to wait for permission from my life to begin as a musician and just my temperament that didn't sit well with me. So I was always trying to find ways to break through the noise and thinking, OK, as a musician, I have a very intangible skill, right? It's personality or it's a voice and you can't meet. Those aren't immediately monetize herbal things, right? They're not books, um, or speaking engagements and music itself is free. So how do you get people to genuinely care without you telling them to care whether it's music or anything else? Hey, guys, by my by my song, tell all your friends tell your family, How do you genuinely get them to want to do that without you having to beg them? Thio, Um, I'll use this example because I think it could be applicable and valuable to the audience. And I could look back at this now and I just laugh at God's plan of...

...how it all all roads point of me doing what I'm doing now. But I was thinking about how to get people to share something. All right? I was like, Okay, I got a song coming out. I've got a song out. No one cares. How do I get them to start talking about it? And it was making something in it for them. So word of mouth, right? So I put out on Twitter. Hey, if you guys retweet my last tweet about my single 200 times, I'll steal a country music stars car. And it worked. It worked. Twitter went crazy because I had I used what I had. I used the immediate resource, which was just coming off television. So I had a little bit of followers. How did I get their attention and keep it right? That was the first thing. So Twitter went crazy. Sales did all right because of that way, more sales than I would have had otherwise. So I'm celebrating. I'm dancing and then is that's it. I'm like, Oh, my God, I gotta steal a car. What the heck am I gonna do? I'm not gonna do that. So I, Joe Diffie, if anybody if anybody knows Joe Diffie, rest in peace. We lost him this year or last year in 2020. But I went he was a buddy and I went to his wife and was like, Listen, I did a dumb, dumb thing, and then I gotta follow through with it. Can I? Can I still your husband's car? I went to his wife and she goes, Yeah, this is great. So everybody knew I was going to steal a car. But how do we go? Bigger than that, right? That's a pretty big initial thing. But how do we make it even bigger? So that the content, the initial content as most of us on this stage, no is the initial lead magnet to something bigger, right? And even in my content now I go really, really wide with humor, and I boil it down to heart to something that really matters to something more intentional. So big Adlai is going to steal a car on. Then I'm like, Oh my God! Well, what am I gonna do with it now? I got their attention. Is that gonna be the end of it? So I drove a really crappy Nissan Cube at the time, and I was friends with the dealership and I had a I had just a little bit of attention, so I went Thio. I went to the Nissan dealership. I wrote up this little paper and we had just had a ton of tornadoes back. I'm in Nashville. A ton of tornadoes have just destroyed my hometown back in Oklahoma, and I knew of families who lost everything. They lost their home, a newborn baby. They lost all their transportation. So, like, how do we use this really wide thing to do something really, really great and meaningful to do it for a purpose. So I walked into the Nissan dealership. The guy I bought my car from was like, Hey, I got this idea. What if I steal Joe's car and y'all step in and they're like, No, no ad? Give it back, We and we're gonna do something really great. So I My plan was to do a three day social media goose chase from stealing the car and then I'm like, Where is she going? What is she doing with it? Joe kicks off the hashtag Where's Adlai? For three days? It's a social media goose chase to see where I'm going and what I'm doing. And I'm always alluding to I'm going to do something and we ended up giving that car away. The point was to give a car away to, ah, family and more Oklahoma, who had lost everything. And so Nissan stepped in, gave me a car. They ran our proposal up the flagpole, turned around a car for me in two weeks, and I said, Listen, I'll bring TV and I'll do six stops as six different Nissan dealerships along the way. I'll bring TV and radio to everyone, and we're gonna make this awesome had no idea what the heck I was doing. I knew why I had no idea what the hell was going to be. Didn't know if I could pull this off, but I had a couple people believe in me because they saw that I believed in myself first and had this undying passion to pull this really weird thing off. And it worked. So all that to say That's one of my favorite stories of initially in a totally different business, recognizing the power of storytelling. How to make people feel a part of something bigger than themselves and attention hacking and using that initial content piece to do something bigger and attached people to that mission and keep their attention throughout the initial...

...journey. All right, before we get any further into this conversation, I want to tell you about an incredible resource to supercharge your sales volume. Now, as many of you know, unless you've been living under Ah Rock, there are lots of marketing companies and services out there who claim to be able to deliver buyers to your online or actual showroom. But I've seen peer cars up close and I gotta tell you, I was super impressed. It's the real deal. They connect the dots between your marketing and operations. Pure cars tools are powerful, and simply put, they work whether your goal is to grow market share versus your competitors, turn your inventory faster, increase our owes or expand your reach. Go to pure cars dot com to get your free digital strategy analysis and unlock your dealerships. True profitability potential again. That's pure cars dot com. Wow, Holy smokes! I'm taking ferocious notes right now. I love everything you just said and you just broke down like I'm picking up on a formula here. Especially how you're saying attention. I am. And here's the thing to I told you this the other day. I was we were texting back and forth and I said to you because I think this is part of the formula. But I'm gonna ask you after I said to you over the holidays in December, me and my kids were watching your videos, and I think it was the video that we stumbled upon was actually a little bit of a tear jerker. You were gifting your brother, Um, I think a hearing aid or a hearing device or something like that, and eso powerful. And we're sitting there, you know, crying. And you know, we're in this and like it's so authentic and genuine. And then my my son says, e feel like I'm part of this friendship group. Like I feel like I know Blake. I feel like I know Adlai. I feel like I know all this group of people and that We're friends and I'm like, Man, it would be so cool to have a group of friends like them two weeks later, Clubhouse. And then, you know, now we're now we're pen pals, you know, eyes. That part of the formula, though, is that you're creating this like you're one of us kind of feeling. Yes, yes, because my overarching why is to give people confidence in their own authenticity and abilities? Because a zoo, much as I hate toe, admit it or believe that I am not special, I am not special. There's nothing that I'm doing specifically that somebody else can't do in a different realm. So when we create these videos, we had a huge boost of viewership in quarantine because right, everybody is now stuck on their phones and they're bored and they're scrolling all day. And so I'm very intentional with never putting things in content that feel unattainable or unreachable. Almost all of our content is done with a couple of good friends using nothing fancy. It's just choosing the mindset of life is fun. Life is an experiment, and you can choose to be happy, and you can choose to be joyful. You don't need ah, bunch of money toe have all these things with your little families stuck in a house, you can have the best time if you choose to look at life through that lens and choose to put that on every day. So we're very intentional about the way that we present things on. I'm so glad that it resonates with people like they wanna hang out with us on. That's another part of the formula. I suppose that you alluded Thio was the reason people love Taylor Swift, right, whether you love her or you hate her or you're pissed at her transition like so many people, at least in Nashville were people love her more than they love her music so she could sell you a towel. The best artist you attached to them. They are an extension of something that you believe Look at politicians. They make you feel something. So again that is the core thing in the content that you're producing in your product is an emotional attachment that elicits an...

...emotional response. To share to comment to like so emotion is a huge, huge part of that, and so the videos are super I'm painfully silly most of the time, but they have this emotional response that was initially not something that I planned on. But when I realized that's what people are getting from this, that is the value that we're bringing to the table is people feel like I want my life to look this joyful and this happy in this fun. And I want to play like this with my kids, wanna play like this with my husband and to be able to show them an example off what that looks like that that is the why that is the goal, and showing them that it's simple is really, really basic. But and that that's really that's really what it is to e I jump in on this real quick. Let me jump. Let me jump in on this real quick Michael and Adlai, This is awesome! By the way, here on breakfast with champions, I want you guys to understand that Ah! 180 million views okay, 180 million views a week, that is. I looked it up and that is mawr than the entire population of Bangladesh. Alright Ah! 180 million. I want you guys to get the profound massiveness of that number. All right, that's a huge, huge, huge, huge, huge number. And she's done that. And what Adlai is talking about right here, she's talking about the human connection, right? Like making a really deep emotional human connection. And I love. This morning we were talking about kind of law of attraction and how, like attracts likes I love how clubhouse works because there's someone else in the room right now, Mrs. Amelia Antonetti, who actually is like the most sought after human behavior and strategic advisor in the world where she works on decoding the human factor of success. And so I thought, What a great side by side If Familia has time, that she could add to this conversation where at least talking about really the human side of connection and social media and decoding that miss familiar are you in a place where you could talk? I am Thank you. That's so sweet. And actually I love your brand. I love your videos. My kids follow your videos. Um, your your high of four. I have three girls, one boy but my youngest who are eso. We've definitely you've helped us so much with Kobe. Just be far more entertaining. Um and yes, my kids would love for me to steal a car. They would think that would be the coolest thing. Right. Um, we've had definitely some of their kids borrow some of our So, Yeah, thank you so much. And I, um yes, traveled. You know, the human component is the thing that it's so overlooked. Um, I spend my mission, and my purpose is to heal unintended pain that gets trapped in families, gets trapped in companies, gets trapped in communities. Um, I believe that humans want to be good. Humans want to connect. Humans really, really have all these great intentions. And unfortunately, a lot of the things that we don't see and don't understand about behaviors where it gets trapped. So that's my mission is to help people immediately release, um, the negativity, the pain that's there by witness, right. Every human needs a witness. And what gets confusing for people because our conscious mind gets in the way is that I can witness for you, but that doesn't mean I have to have experienced it myself. It doesn't even mean that I have to agree in order to be a witness. And when people start to understand that right to be seen, heard, recognize, valued and celebrated for who they are it changes the...

...dynamics of everything and so badly. What you're doing is just such positivity to give people the freedom to just be who they are. Just be Just do it. Why not? I love that. Thank you. So So So in a testament to that, you know, a testament to that, Adlai is you said Taylor Swift could sell towels. You and I are wearing the exact same hat right now because you're wearing that hat. You're wearing a hat. The same hat you're wearing in your profile picture e. I think I understand what you're saying. I think you cut out just a little bit, but yes. And let me clarify the 1 80 because you people could look at our Facebook. Andi, I want to clarify that about six months ago, we realized Adly content is a bottleneck to this. So Okay, we've built something really, really wonderful. We've made a lot of people feel ah, lot of things, even if it's just light hearted humor. Um, and So we started basically a production hub to where now people get very upset when they realized that a lot of the viral content they see on Facebook is is planted and not riel. So we'll do. Um, we'll do a lot of Karen videos. We had one blow up that was on Fox News and the Today show, and it was a video made by me. You don't even know that I'm in it. But we produce direct a lot of found footage, hidden cameras, file videos. This guy shouldn't be doing this and wait to see what's about to happen that have moral lessons in them. So a lot of those you won't see on my pages, but we produce and direct those. So I'm sure I could see some proverbial eye rolls and BS radars going off about that number. So I wanted to quantify and clarify where that comes from. I love it. And you know what? What stands out to me about the 1 80 is you're getting more views per week than N sync sold albums. So whatever to gorilla, you are. Okay. I wanna ask you one more questions. I wanna ask you one more question because I know a lot of people are gonna be wanting to know the answer to this on. Then let's turn it over to some Q and A If we can add Lee, are you Are you good to answer some questions about your process and stuff? I love it. So So we've talked a lot about this formula. You also mentioned that you're not, you know, maybe using these $18 billion cameras and stuff like that, What should people be looking for To get started into this kind of content creation? We've talked about connection we've talked about, Um um, the belonging. We've talked about stickiness and emotion and going big and and that sort of thing. But where do we where? Where? Where would you recommend people that are really interested in this Get started today? Like, what's one thing you think they should be doing right now? Amazing question. Um, the key is to start with the resource is that you have everybody right now has the exact resources they need to take the first step. God gives us a lamp to our feet, not a flashlight. We don't know exactly how things are gonna get how they're gonna end up. But you start today, and I think it depends on you. Ask specifically about cameras. We start on an iPhone because that's my intention for relate ability. I don't need to establish authority like somebody like Like you are in the car space who is an authority and a niche and really wants to present themselves in a way that commands attention because of their expertise. And it's all in alignment, right? So I think everybody has to look at other people in your space, take notes and intentionally go through content and write down what makes how it makes you feel and the people that you look up to in your space. What is working. Write down five things. Five things from every person that you aspire or look up to and right down to take away of intentionally. Why do you like their content? Is it because of the professionalism because it adds credibility? Eyes it because of the relatability? How do they shoot? Do you appreciate that is a vertical Is it square? Do they put their content...

...everywhere as an authority? So I think knowing the direction that you're going first. That is top down because everything else has to align with that. So for us, it is. IPhones are content does not translate when it looks produced because specifically for Facebook, we're not creating for a dedicated audience. If I were to take highly produced professional YouTube style videos Hey, guys, welcome to my channel today. I'm talking about this. This this like I would on YouTube would never, ever work for Facebook. That would be misaligned with my intention, and it would not work. So everything backs up to that. So I e it definitely depends on knowing where you're going and how you want to make people feel first. So amazing. Adlai, I wanna just personally before we get into the questions, I want to thank you so much for taking the time. You you're all over the place. You were on location last week and you were doing all this. You're you're all over the place. You're incredibly busy. I love your content. I'm so grateful for the joy that you bring toe my family as we watch your content and consume it. Um, to the to the degree that the Facebook algorithm will not show us any other any other content at this point, but I just wanted to thank you so much for taking the time with us this morning. Oh, my gosh, The pleasure is all mine. To be able to share a stage and be able to borrow your audience and hopefully add it was just a little bit of value to them in the context spaces and tangible takeaways. That's a huge blessing to me this week, and Glenn and Michael. I'm so grateful to you guys. E Michael Cirillo, and you've been listening to the dealer playbook podcast. If you haven't yet, please click the subscribe button wherever you're listening. Right now, leave a rating or review and share it with a colleague. If you're ready to make big changes in your life and career and want to connect with positive, nurturing automotive professionals, join my exclusive dpb pro community on Facebook. That's where we share information, ideas and content that isn't shared anywhere else. I can't wait to meet you there. Thanks for listening.

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