Rajat Chakraborty's Blog, page 5

YouTube In 2022

Till 2019, anyone could make a video on a topic that people want to watch and be easily ranked on the first page of YouTube with little to no SEO knowledge.

In 2022, that is no longer true.

You not only have to work twice as smart, your videos need to work twice as hard in order to rank.

This is simply because new channels are cropping up left, right and center, and competition has increased significantly.

Since YouTube has a limited number of impressions that it can serve to its’ audience,
its’ algorithm will always prioritize serving those videos which are already “working” on the platform — since the platform’s goal is to maximize watch-time.

When a video is posted on YouTube, there are various signals which tells YouTube that a particular video is working — these include comments, likes, shares, subscriptions, and high watch-time.

So, say 10 creators have created a video on a particular topic. The creator who scores the highest in these signals will be promoted and recommended by YouTube in 2022.

YouTube is an entertainment-first platform and will always be so.

Users come on YouTube when they are bored, want to pass time, or learn something new.

But don’t be carried away by the “learn something new” part — they are not looking for plain, vanilla information.

They are seeking to be ENGAGED. They want to forget everything that’s going on in their lives, momentarily. Kind of like in a movie!

And if your video does not provide that, they will skip. And move on.

The question is, can you create something that engages them?

So that comments, likes, shares, watch-time, etc. naturally follow.

Why I Said No! To All My Clients

I’ve always wanted to be free. I despised the idea of having a boss tell me what to do.

Or worse, have an incompetent boss.

So, I became an Entrepreneur and worked for my clients independently.

Things were going well in the business.

I was making more money than any of my full-time jobs.

But, I had compromised on one of my core values — freedom.

In the services business, more number of clients meant more number of bosses — especially because I was bringing in the business.

So it was time for me to think whether I want to scale the business?

And scaling a services business meant more number of people.

More number of people means more responsibility.

Since I was dependent solely on the client’s income, I wondered if that’s a really good idea.

Indian clients, especially, will make you wait for payments. (Unless you charge in advance!)

On top of that, their requirements and expectations would increase proportionally with time — especially if you’re doing well.

This happens usually because the service that you offer is not valuable and rare enough. For example, I was providing marketing services. And there are 50 more companies in India that can provide the same services at more competitive prices.

So essentially, our service was a “commodity” that could be brought with money.

And I figured that as long as I am in the “commodity” business, there is no way I would be free of conflicts. And absolutely no way that I would have freedom.

I was naive in thinking that Entrepreneurship would provide me freedom.

In reality, I was enslaved by my clients. And to a fair degree, by my team too.

But above all that, the market landscape changes really fast. Because the world, and especially technology is constantly changing at such a rapid pace — it’s hard to imagine!

We realized that if we spend our time serving clients instead of learning 24X7, we would anyway become redundant overnight.

The apt way, I thought, was to live in future. Work in future. And serve the world ahead of time — not when everyone else figures out the game.

It’s almost like predicting the future and building it because you believe in it so much!

So, I said No! to all my clients. Paid off all the dues of my team, irrespective of whether we received the payment from client or not.

And now, we’re all set to build the future — The Future Of Education.

We’ve decided to spend most of our time learning and sharing whatever we learn. I will be excited to see you around!

Are You An Influencer?

You became an influencer because you saw the opportunity to make money from it.

But if everyone around you can become one easily, why should the money come to you?

Anything that I say here won’t be of any use to you.

Because you will try to use whatever I say to become a better influencer, in order to make more money or hope that in doing so the money will now come to you instead of the other influencers.

And in doing so, you will miss the point.

It’s more about understanding what “influencing” is and how the “game” of “influencer marketing” works.

If you’re a parent, you are most likely very easily influenced by your children.

And your spouse, to a fair extent.

Why?

EMOTIONAL CONNECTION.

Without emotional connection, there can never be influence.

Now you will try to emotionally connect with other people in order to influence them?

It won’t work! Because ulterior motives never work.

Your audience will see right through it…

And your agenda, will FAIL.

There are many other things that I could tell you about emotional connection, but it won’t benefit you.

The truth is (and you know this in the heart of your heart) that what you do is not “influencing”

Because ‘influence’ happens as a side effect, arising from emotional connection and inspiration.

If all you do is promote a brand every 2 days, there can never be an emotional connection between you and your audience.

If you fake it, try to impress others, or attempt to be someone you’re not, no one will ever be inspired by you.

As a result, influence is out of the question.

So please, stop spamming. To make money.

There are other ways…

But if you must make money as an influencer,

understand the game first, before playing it.

Understand that the barrier to entry in becoming an influencer is less than zero.

Understand supply and demand of influencers.

Why some influencers are chosen to work with over others.

Why some influencers are paid more than others.

Why some influencers have genuine, loyal following over others?

What value you add as an influencer

What value you add to your audience?

And many other questions…

that you most likely don’t have the time for.

Does Influencer Marketing Work?

Over the last two decades, influencer marketing has gained a lot of momentum — so, let us understand what it is and how it works.

Prior to influencer marketing, brands used to spend their entire marketing budget on traditional media such as TV, Radio, Newspapers, Magazines, etc.

With the advent of digital media, consumption on social networks became the norm.

As attention shifted from traditional media to digital media, brands started allocating a portion of their budget to digital media.

This includes social media marketing, paid advertising, website development and promotion, amongst others.

Influencer marketing is a form of social media marketing since it takes place on social media.

Brands pay influencers to promote their product/service in the expectation that the influencer’s authority will help influence their target market.

Does it work?

Yes, and no.

It does help in reaching to a wider audience, no doubt.

But no-one really knows to what extent it helps in increasing sales, or brand affinity, and whether the brand really gets a positive RoI from their spend!

This is because influencers work in their own clusters with other influencers supporting each other in the form of likes, views, comments, shares, etc.

In today’s day and age, I could become an influencer overnight. Just pay a few thousand bucks to buy followers/likes/views/comments and show it to the brand.

If they’re not convinced, I’d post it in my engagement groups to get some traction.

If that also does not work, use bots and servers to fake it till I make it.

If that also does not work, I’d use paid advertising on post to reach more people.

And even if that does not work, we all have Photoshop to conveniently edit insights whenever we want.

Because of the negligible barrier to entry, influencers are cropping up left, right, and center. And no-one really knows who is fake, genuine, and have influence over others.

Therefore, it is really easy to game the system.

And in fact, all the stakeholders are already gaming each other — the influencers gaming PRs/agencies, the PRs/agencies gaming the brand managers, the brand managers gaming their CMOs, and their CMOs gaming their CEO, and their CEO gaming their board.

It’s all a silly little game.

There’s some truth to influencer marketing though.

And it’s the fact that desires are being created on social media.

Where do humans learn what to buy? What to wear? How to style? etc.

Social media!

As always, we look up to each other for ideas and inspiration. We want what others have.

We copy what others do. And as such, we are influenced by the people in our environment.

Social media expands our environment to infinity! Sitting in a village in India, I could know what Anushka Sharma ate last night!

And so, when I go to shop for groceries, if I find the exact same thing that she ate last night, guess what am I going to buy?

That’s how desires are created. And currently it is being created on social media, rampantly.

This is the only real use case of Influencer Marketing.

Why You Hesitate To Speak English

You understand English words.

You understand it when someone else speaks English in front of you.

Yet, you hesitate to speak in front of others.

Have you ever wondered why?

I guess not. Because you are too busy looking for “Spoken English” classes.

You really thought that some run-of-the-mill spoken English classes would help you overcome your hesitation?

Did you take classes to speak in your mother tongue?

Oh, why not?

Because you were able to learn it by yourself?

And how did that happen?

Clearly by being exposed to an environment where your mother tongue was spoken every day. Right?

Then why do you think it would be any different for English?

The truth is that “spoken English classes” do not have the power to bring any real, long-lasting, and significant changes in you.

Any change that you experience during the classes would be short-lived. And sooner or later, you will default back to your “normal” self.

But you would think that you are out of “practice”. And that you were not a “good” student.

So you would enroll in another course — to practice again. And you will witness the same fate, again.

Your hesitation to speak in English is not because of your lack of practice.

Your hesitation is simply because, when you are in an environment with others who can speak English well, you consider yourself to be “inferior” compared to them.

You give them more importance.

And you are afraid that when you speak, you will reveal yourself to be “inferior” by speaking “wrong English”.

And because you already believe yourself to be inferior, and you care about how you’d be seen in front of others, hence your hesitation.

Does Prime Minister Modi hesitate when other world leaders speak in English before him?

The Trap Of Winning & Losing

Dear parent,

Do you want your child to win?

How bad?

How many times do you ask him whether he is ‘winning’ or ‘losing’?

Have you ever asked yourself why it matters to you so much?

Oh, of course — you’re the parent. And, you love him! And you want the best for him.

What’s wrong with wanting him to win? you’d ask.

There’s nothing wrong. It’s just that you yourself are limiting your child’s potential.

How?

Well, a child always looks for validation and acceptance from parents. See the way you behave after he wins? And the way you react after he loses?

Yeah, that’s what I’m talking about. Because you have turned “Winning” into a “God”, he is no longer interested in the game.

And because he is no longer interested in the game, he cannot “Win”.

Except for luck.

Worse, he’d try to win using unfair means.

Because all mommy and daddy care about is “winning”! So let me win by hook or by crook and get that HUG that I deserve!

Doesn’t your child deserve better than this?

Doesn’t your child deserve your love and acceptance irrespective of whether he wins or loses?

Why Am I Pursuing Education?

I stepped into the field of Education serendipitously. However, looking back, I’d say the Universe conspired to it.

When I started, I felt like I was really making a difference. But, by the end of my role at Acadview (now acquired by Upgrad), it was pretty clear to me that people weren’t really motivated to learn. 

And that really put me off. Because I believed in learning and expected others to be the same way.

But boy, was I so wrong. I couldn’t be further away from the truth.

Then I thought, well maybe I should work with children —because you know, they’re still innocent and uncorrupted.

So I joined Parentune to understand the psychology of parents.

And what I learned, disappointed me yet again.

At this point, I realized that trying to change the world is a futile effort.

It is much more effective to focus on oneself.

And in seeing you, if people are inspired, and transformed,

then that is good enough.

I have always been a curious child, as my mother describes.

I wanted to become a scientist.

My zeal for science probably stemmed from the practical Education I had in England.

But as Life would have it, I became an Engineer.

Mostly because everyone around me was becoming one.

Truth be told, I don’t know anything about Engineering.

In fact, I spent the 4 years of Engineering exploring myself — discovering my strengths and weaknesses.

I still find myself to be more complicated than any girl I’ve ever met.

To the extent that sometimes I just wish why I couldn’t be simpler.

Wanting simple things, y’know, like a job, a family, house, kids…

For whatever reason, those things do not interest me.

Especially, a job.

It makes me cringe!

So, I became an entrepreneur.

But something was still missing.

Something felt off,

And for a long time, I couldn’t figure out what it was.

Then I realized, that, even though I had become an entrepreneur,

I was still enslaved by my clients. I was still living for a tomorrow.

SATISFACTION was what I was really seeking.

Having found it nowhere, I began to look at the things that I’ve done in the past.

The things that gave me a sense of true and lasting satisfaction were the things that I had done for its’ own sake, rather than as a means to get something or become someone.

The COVID19 14-day incubation period made me realize that the field of Education is close to my heart.

My actions in the last 6 years reflect that I have always been driven by learning and scope of positive transformation.

It is only now that I have realized that I cannot transform anyone but myself.

So, I’ll continue learning and sharing what I learn. Whether you transform or not, is not my business. 

The False Game

“Where is Ratan?” exclaimed Mom.

“Yes, where is Dad?” I added.

He hasn’t been updating the group for the last 3 days.

Our family WhatsApp group…

“Champions League.”

The one I created on my 27th birthday,

with such enthusiasm,

to motivate each other to prioritize health & fitness and to build immunity esp. during the pandemic.

“Why aren’t you updating the group?”, I asked Dad.

You know, I have thought about it. I’ll try explaining it to you, he said.

“Initially, we started the group with a noble intention.

It was to prioritize our health by exercising regularly.

But then, a sense of “competition” took over.

It has become a mere formality to update the group now.

If we are not sincere, then what’s the point?”

And, in that instant, he reminded me of Kapil Gupta.

I had no answer to what he asked. Deep down, I knew what he was saying is true.

I reflected on this.

And I could relate to this incident with another personal experience of mines –

One evening I had gone to play a game of football (soccer for Americans) which has been my favourite sport since childhood.

Despite being on the weaker team, we were winning.

I scored many goals that day and was truly in the moment, enjoying the game.

Then my mind suddenly shifted to winning and scoring.

And as my mind shifted its focus, I noticed my performance in the game deteriorated significantly.

I was no longer playing in the moment.

And we eventually lost the game too!

These two experiences coupled together have taught me a few things:

The thing when it’s done for its own sake is true, but the moment the mind starts focusing on what the thing could provide, or how doing it would make us appear in front of others — that’s when it turns into a false game.

External motivations do not last, in fact, it distracts you from the true game.

Playing the false game has two significant consequences —
1. It takes you out of the moment, diminishing your experience of Life.
2. It hinders your performance, making you unable to do your best.

Play the false game for all you want, but be aware of the consequences.

Adios!

The Parent-Child Relationship

If you ask a parent why they gave birth to their child, in most likelihood, they won’t be able to give you any clear answer.

Especially if their child is the one asking them this question.

This is probably because, for most parents, the child just happens. And if it doesn’t, then it becomes a matter of public scrutiny.

When it does happen, it becomes a matter of pride for the parents, for they have finally become ‘Mom’ and ‘Dad’.

Now, they have a role to play.

The child is dependent on the parents and gives them so much attention that they begin to feel like the Queen and King of the child’s world.

Never before had they gotten so much power – absolute, assumed, invisible to the eyes.

The power to shape the child’s mind. The power to transfer beliefs, opinions, fears, insecurities, and conditioning.

What the parent is, the child follows.

And what the parent is, is a product of the society.

And what society is, is a bunch of lies being followed by sheep.

Shall I give you a few examples?

My mother used to be very happy whenever anyone had praised me as a child. She would often sing those praises to me with a big smile on her face.

As I grew older, I realized that seeking validation from other people will lead me nowhere.

My parents would often reward me with chocolates whenever I scored well on my tests at school.

As I grew older, I realized that the education system is a scam and that marks mean nothing.

The only reason why it is given so much importance is that it allows parents and teachers to measure the child’s ‘competitiveness’.

As if the child is running a horse race.

Only 1st, 2nd, and 3rd positions are acceptable. How else would the parents be able to brag? How else would they feel proud?

When the horse race is finally over, the child thinks “finally, I’m free!”. Little does he know that a new race awaits him — the mother of all races — the rat race.

What parents’ fail to realize is that in needing the child to be a certain way, act a certain way, behave a certain way, think a certain way, learn a certain way, earn a certain way, marry a certain way, and settle a certain way, they lose the child forever.

This is because the “certain way” is the status quo. Whereas, the child is unique. The child is capable of creating their “own way”, provided they are embraced by their parents for being themselves.

However, the truth is, it is almost never about the child…as parents don’t celebrate children. They celebrate the feeling of being a parent.

If they do something for their child, it is most likely to feel like a “good parent”.

A “good parent’ does not exist because it is a societal construct, created by the mind.

When a “good parent” evolves, it is called a “conscious parent”.

Such concepts that parents’ are enamored of are many, but the fact remains that they do not benefit the child.

The “love” they offer quickly turns into attachment over time.

This attachment brings endless conflict between the parent and the child.

A wise parent would first free themselves from the grip of their mind.

This is because a mind-imprisoned parent will never be able to raise their child effectively. Conflict, resentment, and guilt are sure to follow.

Their emotions will imprison them. Their actions and decisions would be based on their emotions instead of that which would benefit the child most.

Thus, their mind’s interference will do more harm than “good” to the child.

As a result, the child’s wings will be clipped. His constitution changed. And, instead of becoming an Eagle, he will become a pigeon.

Dear parent, every child is born unique but conditioned to “fit in”. What the child craves is to be “seen” by their parents for who they really are…

The Art Of Public Speaking

Q: I get nervous on-stage. Even when I am confident, my legs start to shake. How do I prevent this from happening?

A: First, let us understand why this happens.

From where does your confidence stem from?

You are confident about the subject you are to speak on.

It has nothing to do with public speaking.

Or, did you believe otherwise?

See, you are confident about the subject but not about the action of speaking on stage.

Hence, your question.

You are nervous because you anticipate your “public speech” to go well.

This anticipation creates fear in your mind — fear of making a fool of yourself in front of other people.

Your mind reacts to that fear and you feel nervous. Your body takes cues from this feeling and manifests as sweat, dry mouth, shaking legs, etc.

In my first year of college, I was asking the same question to myself.

It all began in our annual tech-fest, Avishkar. I had participated in one of the Business events wherein participants had to go through several rounds of competition and the winner would get a cash prize of Rs. 15–20k.

The final round was that of an extempore speech which is nothing but unrehearsed,
on-the-spot speech on a topic provided just before the speech. I still remember that day — Sauhard Awasthi had spoken brilliantly on the topic “Before criticizing anyone, put yourself in their shoes“ and everyone was awestruck by his speech, including me.

Now, my name was called. It was my turn to speak and I was freaking nervous. Took out the slip from the jar and my topic was “Haste is waste“. Went up to the stage and saw the panel of judges staring at me. Also noticed the pretty faces (MBA) in the first row, staring at me…waiting for me to start speaking.

I was the center of attention now, in between around 100 people — all dressed up nicely to deliver excellence…but there I was, thinking what to say and trying to control my shaking legs! I didn’t say anything for almost a minute now and I was embarrassed, to say the least. I didn’t say a word, left the room quietly.

Soon thereafter, I joined my seniors’ startup Kratikal, where I had the opportunity to present popular ethical hacking techniques to a bunch of schools and college kids.

Me teaching Ethical Hacking at Kratika’s workshop

I took up this opportunity as a blessing & practiced, practiced, and practiced!

I experimented with my methods, delivery, analogies, expression, pre-speech time, etc. Slowly I found out what ‘worked’ and what didn’t. I learned about engaging people and making them listen to me.

I practiced in front of the mirror. I practiced in front of my roommates and took their feedback. All this helped me to improve.

Then came another opportunity to deliver a presentation on Startups and Entrepreneurship at the United Institute Of Technology, which is a private institute in Allahabad (now Prayagraj). Our Entrepreneurship-Cell team was invited for a talk & presentation so as to foster an E-Cell in their own college.

Now, it was time for me to test what I had learned – so I gave my best shot and it was very well received by the audience of 200-300 students.

Me presenting the “UIT” Rule at United Institute Of Technology

Finally, my confidence started to rise and stage fright started to disappear.

Then, I seized an opportunity to speak before 700–800 batch-mates on the farewell day — thanks to my two lovely juniors who had encouraged me to speak on stage (Vrinda & Yatin). I spoke because my reason to speak and its importance was more than the risk of embarrassment.

I usually don’t like being the center of attention. Yes, I was nervous that day too…mainly because guys usually come drunk on the farewell day (Rukhsat), but to my surprise, there was no “BOOOOO!” or “1–2–3–4 band karo yeh atyachaar!”

I was happy because I could convey my message and made people listen — I delivered what I wanted to.

Finally, I overcame the “shaking legs syndrome” but it didn’t happen in one day. It was after a lot of practice and opportunities seized — to an extent that now if I go up to any stage with any number of people, my brain will automatically tell me —

“It’s okay Rajat, you have done this before and you’ll do great, this time too!“

My last public speaking appearance was in March 2019, during the launch of my book, Trapped.

Me during the book launch of ‘Trapped’ at NIT-Allahabad

A student managed to record my speech on his cellphone. Here’s the video link.

Now, I no longer fear embarrassment. I don’t care what other people would think of me.

And I’m so glad for all these experiences, for they have truly shaped me as a public speaker.