Nicole (00:00):
Hey everyone, welcome to this week’s snack sized summer series episode of Pixie Dust & Profits. I’m Nicole.

Yasmine (00:07):
And I’m Yasmine,

Nicole (00:08):
And we are bringing you business bits all summer long. I hope that they’re something that gets you thinking about your business in new ways, whether you’re vacationing or taking a slow summer, or you’re right in the middle of it all and you’re prepping for Christmas in July. Because I know for a lot of our creators and makers, this is the time of year where they’re getting ready for their largest season, which is the end of the year. So thank you so much for joining us today. Our episode is really, really fun to us today. We, I mean, this was inspired by a visit probably a couple years ago to the D V C resorts, but it has nothing to do with D V C. I know we talk about D V C a lot, but it was just something that happened while we were there. We walked into our room and there was this, what, 200 plus page beautiful hard cover like glossy paged book,

Yasmine (00:59):
Coffee table book.

Nicole (01:01):
Yeah, it’s like a coffee table book, just a conversation piece, right? And it’s called One Day At Disney. And then we start flipping through this book and we start seeing all of the different jobs that keep Disney running all these short little features. And we were like, not only is this beautiful and we’re, we’re loving the content inside and we’re engaging with it, but of course, both of us, our brains are running all around of like, this was genius that they did this.

Yasmine (01:26):
And what’s really cool about one day at Disney is they didn’t just publish it in a book format, right? Nicole, if you are a Disney plus subscriber, you may have seen the documentary where they, again, dive into all the cool jobs that keep Disney running, but that’s not all, is it Nicole

Nicole (01:47):
N? No. So, I don’t know, maybe everyone has a different stream on their Disney Plus, but I tend to get all of the documentary type things because those are the things that I watch. I loved the Imagineering series and I hope they do another season of that. But this is kind of of the same vein. So they have one day at Disney, and if you go into Disney Plus and you search for that, you’re gonna see two options. They’re going to have about an hour long documentary that kind of goes through most of these roles that are featured in the book. But then they have one day at Disney shorts. And so just like we’re bringing you a snack size series for summer, they’ve kind of broken up this documentary in a different format for viewing. And there are 51 episodes in the one day at Disney shorts, and they’re each like seven to 10 minutes long.

Nicole (02:31):
So it looks like they tried to keep ’em around eight minutes so that way you could just kind of understand that particular role and move on to the next one and binge watch it or, you know, exit and do something else. But I, I think it’s a really ingenious thing, and that’s what Yaz and I really loved about this. Okay. The, the book is interesting in and of itself. We could probably do a different episode about every job that they’ve mentioned in there. You know, you have things like the animal keepers animal Kingdom to the casting directors for the show. Obviously Imagineering is a popular one. They even go beyond the parks and they start talking about like some of their news anchors on the different, a ABC shows people, the Broadway, some of the Broadway actors. I, I saw one that was like the research and development of making the, like the Spider-Man animatronic.

Nicole (03:25):
Good Morning America co-anchors. I mean, this goes all over the place. So what was really interesting about this is they had the book in the room. There’s so many levels of everything that’s interesting, but they had the book in the room, obviously to entice D v c members to purchase that book. I can’t remember off the top of my head. I feel like there was a card with it that kind of said like, take this home with you, you know, an advertisement to purchase your own copy. And so in and of itself, great marketing, put your own stuff in the room so people buy it and take it home. But when we go and look on Disney Plus and we see they have so many different forms of this same piece of content, they have the book, they have the long videography, and then they have the short form.

Nicole (04:07):
But I want ya to talk a little bit more about this cuz her and her husband do you kind of like editing for some clients over the years. And there’s, there’s an intentionality here from Disney that I think everyone needs to know when they wanna execute things like this. A lot of people talk about content repurposing. We’ve talked about content repurposing, and we think this kind of falls more into the content multiplication realm, which is something completely different. And if those terms mean nothing to you, let me just start with saying content repurposing is taking something that already exists and trying to reuse it in a different way. So that could be like, oh, I have this hour long video, let me try and cut it up into individual episodes. But Yasmine’s gonna tell you why that doesn’t always work.

Yasmine (04:48):
Yeah. So my husband, Dylan, who also edits the podcast, Hey Dylan he is a video editor and a lot of our clients come to us for YouTube editing or podcast editing or other just editing projects. And after an episode is cut up, we always get the question, oh, hey, can we just like cut this into a bunch of different talks or like reels? And the short answer is, sure we can, but sometimes the content always doesn’t flow that way with content multiplication. What goes into your content planning is just that a plan. So when you are creating the script for like one day at Disney, for example, or for a podcast episode or a YouTube video that you’re doing, you’re intentionally planning little breaks into it and basically writing the script so it can be segmented. So even though you are maybe recording it in one go, it’s being set up to be cut into smaller pieces so you can repurpose it.

Yasmine (05:47):
So when we look at what Disney did it with one day at Disney, they did obviously the photography, the principle of photography, the actual photography, the interviewing, and the script writing. They did this project in one go. They didn’t sit down to like interview that same animal keeper three different times, once for the book, once for, you know, the documentary and another time for the shorts. No, they did this all in one go. And then different team members took that content and worked on their respective project. So you had the book team taking the photos and the probably the video scripts, which were then transcribed into actual content for the book. Then you had the documentary team that, you know, had to cut out a lot of footage to fit all of those jobs into a one hour documentary. But then the shorts are probably extended.

Yasmine (06:35):
I’m not probably there. The shorts are extended little highlights of each individual role. So they’re pulling that out. And what that might look like for you is if you’re doing a YouTube episode, teaching your audience about a specific topic, the actual footage that you might produce could be, you know, 30 to 40 minutes of content, let’s say. But then the video that goes up on YouTube might be a 15 minute cut of that, where it’s more you know, you’re teaching to specific topics. It’s a bit shorter. It’s made to be edited in a way that’s appealing for YouTube. That’s another topic that I can go into is editing for your platform. And I think I’ll touch upon it a bit after, but it’s edit for YouTube and then they might make longer cuts from that original recording to be put up on TikTok or reels or YouTube shorts or whatever short format video that you want to put out that goes into maybe a specific topic in a bit more depth but isn’t long enough to necessarily warrant its own YouTube video. And then you can take that content and probably transcribe it into a blog post and you can transcribe it into Instagram caption. So it’s taking that one piece of content, and I know this sounds like content repurposing, but what’s different is you’re going into it thinking of all the outputs and structuring the content in a way that will make it easier to produce those outputs versus trying to, you know, find the perfect spot to cut a video to create a TikTok and have it sort of start and end oddly.

Nicole (08:07):
Yeah, exactly. That’s what I was gonna say. This is more about the the process of how you’re going about your content than it is about how to repurpose the content. Because it’s not about repurposing, it is about, I love how you put that yasin where you start at the beginning with, okay, I want to make something about all of the jobs at Disney. What is the end goal? Like, what is the end output? Okay, we are going to have eight minute short videos that really go in depth for each job we’re interviewing. We’re gonna have an hour long documentary that kind of gives an overall view of many jobs, but maybe not all of them. Maybe they wanna highlight their, you know, most featured things or whatever might be, I’m sure there are more Marvel ones in the interview longer series because they wanna sell Marvel, or have you watched Marvel?

Nicole (08:54):
You know, there’s probably an intention behind which ones made those cuts. And then the book, right? They, they knew what the outputs were going to be when they started planning the process, and they probably had multiple video cameras and two different teams working on each side, like Yasmin said, because there is such a different way to go about this. They did this with Bob ER’s book too. Mm-Hmm. He’s actually one of the featured shorts where he’s, it says, you know, c e o. So it’s really cute that they did like the seven minute video, just like he was any other employee and put him in here. He isn’t even the first episode. It’s, you know, a couple episodes in. And that was also the masterclass that they recorded for masterclass, which was basically the story from the books mm-hmm.

Nicole (09:39):
And so they planned how many pieces and ways that this content was going to be used in advance. And that is the difference when you’re taking something and you’ve planned for it to be filmed in multiple ways. It might be something like those podcasts where we’re recording an episode and then you don’t see us when the episode ends. We’re like, let’s rerecord this part as a little advertisement to insert somewhere else, or let’s record a video to use in a different platform. It’s, we just talked about the topic so it’s fresh and top of mind, but when we’re thinking, okay, we’re gonna do a cut now for YouTube, we’re gonna talk a little bit differently than we do when it’s a, an audio podcast episode. And so there is a difference between doing that where you have an hour set aside for filming and you’re thinking about, you know, here’s the topic we’re talking about, but we need to do it in these different formats versus I’ve recorded it once and then it’s an afterthought.

Nicole (10:30):
That’s what usually happens with content repurposing. And that doesn’t mean it’s bad, especially if it’s good content, but content repurposing makes it, you can just tell, you can tell when you’re on TikTok or you’re u on YouTube or you’re scrolling through Instagram reels. You can just tell this what’s not meant to be a reel. This is like, someone recorded this on TikTok and put it over here. It doesn’t work. Even though TikTok and reels might feel similar on the surface, you can tell when you’re watching it. It doesn’t feel organic, it doesn’t feel natural, and therefore the engagement is low and the algorithm isn’t gonna put it in front of people. So I hope you enjoyed this snack size summer series episode. It’s really about multiplying your content, thinking ahead about how you’re gonna use it before you film it. And maybe even after you film it, if after you film something and you’re like, oh, that was great, or after you wrote something that was great, stay in that mindset and, and go the extra five minutes to go do it for another platform.

Yasmine (11:27):
You know, I’m gonna add in one little tip there. We did this with one of our clients where originally we were planning on doing YouTube episodes for her podcast as well. And the idea was that we weren’t just gonna put up the podcast recording on YouTube, we were going to take that script and then we had sectioned out specific p parts to then use that footage for the YouTube video. So it was a little bit more succinct and set up for YouTube. But we found that process didn’t work for the client in the end in terms of how she wanted to, you know, create content. It didn’t feel that organic for her, which was fine. You sometimes have to tweak things. But then what we ended up doing was when we found that there were specific talking points that she had where she got really excited rather than use that, you know, video recording of her recording the podcast where, you know, she would be looking at her notes and might not be making eye contact with the camera.

Yasmine (12:20):
We had her take those points and literally after she was done recording for five minutes, she would just talk straight to camera and sort of repeat that. But she’s re basically using that same content but just shooting the footage in a slightly different way. So it’s succinct and it’s basically made for a short YouTube clip, a YouTube short, or for us to put on TikTok and we were able to take that content and multiply it in many ways. And it wasn’t that much effort. It was literally, like Nicole said, an extra five minutes for her.

Nicole (12:47):
Yeah. When, when it’s top of mind and you just talked about it like it’s it’s still in your head. Exactly. It’s not like you have to reset up your room or get your production ready to go again. It definitely makes things so much easier. And sometimes it’s helpful to just like look at how they record movies, right? Mm-Hmm, you know, they, every single second of a movie is recorded over and over and over again for the expression and for the, and then we’re not saying you need to curate your content that hard, but just think about how, like, okay, if I’m, if I’m talking to someone on YouTube, what are the videos I like to watch on YouTube and how do they act while they’re on that? No one would really love the videos from these audio recordings because we’re just in sweats and just chatting. Maybe sometimes we,

Yasmine (13:36):
We get excited, looks on our faces, which I don’t know, might not be the most video friendly. Sometimes, I get crazy eyes when I get excited. Just warning everyone,

Nicole (13:44):
We will, we will, we have plans. We’re planning, we’re we notice we’re on episode 82, you know, episode a hundred is coming. We, we we’re thinking of things for that. So if there’s something you wanna see, some topic you’d love to hear about, let us know. We have a few more snack series coming out this summer. And we’re, we’re treking along to that hundredth episode really soon. But we’ll see you for our next episode next week.

Yasmine (14:07):
See real soon. Bye

Nicole (14:09):
Bye.