You Won't Believe How Much Clavicular Spends On Clips Each Month

So Neil, I had my OpenClaw audit our podcast.

Okay.

And then it basically used the YouTube API and the X API. You know what it did? So now we have a column here for the hook, okay? And we also have a— so we do trade-offs too, where we go back and forth as well. So what I basically did was I connected the YouTube API. I was like, use the YouTube API. I want you to analyze our channel and show us what we're doing well and what we're not doing well. And I also want you to compare it to the Diary of a CEO podcast. The Modern Wisdom Podcast and TVPN. Okay. And it's like, okay, so, you know, you guys don't open with any hooks. You guys just kind of go right into it. And then you and Neil need to alternate more in terms of kicking it off. And then your classics do well too. So you should bring the classics back. So there's hooks for the classics over here as well. So we're going to try that format today because, you know, AI has slowly been making my content better in terms of getting more views. We'll just kick it off that way. So So let's just kick off on one. So I've been doing some research on these, more on these clippers. So one company is paying $650 grand a month just to make short clips, and that's the marketing budget, okay? So basically this guy Clavicular, have you heard of this guy?

No.

Apparently he's been blowing up. So this dude over here, apparently he's like a security guard a few years ago, and then he's been blowing up on short form. And so—

He's a clipper now, I'm assuming?

Well, he has clippers. He has like— he's paying $650 grand for clippers. So to run the campaign, so more than 1,500 clippers work for him, nearly 70,000 clips a month. So you just go back to like the Andrew Tate strategy, right? Where they're just going hard on clips.

I'm confused here. So he's a security guard or was a security guard?

Was a security guard. And he's still young, very young in his 20s or whatever. But that's how a lot of these kids are generating a ton of views. And I've been working with more and more of these kids and I'm happy to share my experience as well. Because there's good and bad things.

But before we go into your experience working with the kids, he's this— the ex-security guard is spending $650,000 a month. Is he a consulting company where he's selling the clips to other people and doing it for companies?

Or is he just a streamer?

Okay. So what does he stream or how's he monetizing other than streaming and maybe sponsors?

I think it's just that. I think that's how a lot of these streamers make money. Well, here's what I'm— I haven't really researched as much. Like IShowSpeed, for example, these people, Like they do have a lot of money for their age. And I'm just like, how is it that like it's this Aiden Ross person? Like how do they make all their money, right? I have to imagine a lot of it sponsorships. They probably drive a lot of them to a community or some type of course as well. That's what I think.

I think we talked about IShowSpeed on the podcast. I told you I was doing lunch or something with someone like, yeah, IShowSpeed makes $100 million a year. I'm like, no, nowhere near there. Because MrBeast doesn't make as much per video as people thought. And he shares some of the, He did a guessing game on X. But when you're looking at the Clippers, I think it's good. I think people, and you and I talked about this in our last week recording session, people should focus on taking these marketing tactics and applying it to businesses like software companies or AI companies or consumer companies. You won't get as many views, but your conversion from viewer to revenue will be much higher.

I just, I use, I run Grok on this one. I use Grok because Grok is pretty, pretty on top of the trends. So Clavicular's name is Brayden Peters. Okay, so he's 20 years old, streamer. He's a looksmaxxing influencer, whatever that means. I think looksmaxxing, here, look up looksmaxxing and then look up retardmaxxing because Marc Andreessen has been talking about retardmaxxing. Did I send you that video?

Looksmaxxing influencers are social media creators who promote the practices of Looksmaxxing, a term originated from male-focused internet subcultures like incels that refer to taking extreme measures to maximize one's physical attractiveness. These influencers, uh, these influencers primarily on platforms like TikTok, YouTube, and Kick focus on optimizing facial structure, body composition, and grooming to achieve, uh, conventionally attractive or chiseled appearance. What's the other one you want me to look up?

Retardmaxxing. So we're using the R word. Let me tell you why. So as Neil looks it up, so Marc Andreessen was the one that brought me onto this. So Marc Andreessen's been watching this guy and this guy just talks about how to be a man. And the whole idea behind retard maxing is just like, if you're going to go approach a woman and talk to them, don't even think about it, just go. If you're going to think about like what you're just thinking about like starting a business, so don't even think about it, just go. Everything's just go. And so what does it say?

So I'm not going to say the term, but it, It advocates overcoming overthinking, perfectionism, analysis paralysis, kind of like the stuff you're talking about. It just is like, stop overthinking things, just go and do it.

And I think for the most part in our lives, we have been like that. I think so. When it comes to entrepreneurship, just go, just start. We're going to—

Yeah. I thought you meant you and I overthink it. I'm like, do we really overthink things?

No, no, no. I think just go for the most part. Don't wait. Don't tell me, just go. Right.

But sometimes we go too much. Yeah.

Yeah. That causes more problems, but it works more often than not. Like, by the way, when they— when people look at that, it's like, that's your greatest strength. That's also your greatest weakness too. Just keep in mind, whatever your greatest strength is, there's a double-edged sword. So let me tell you how he makes his money, Neil. So he's publicly showing about $80,000 to $100,000 a month from donations from KCIP alone, Kick Creator Incentive Program. In January, he made $110,000 with over 90% coming straight from KCIP. And then he says during his MOG World Order subathon, I guess that was a stream, he was pulling in roughly $20,000 per day.

Okay. $20,000 per day.

That's $600,000. A month, right? And then he has a paid community, I called it, he has a paid community course. So Clavicular Clan, Formula Clavicular System. He sells monthly access to his self-improvement looks-maxing program for about $50 a month. This is recurring stream on top of streaming. And then he has sponsorships, Young LA affiliate links, YouTube earnings. So yeah, it kind of makes sense.

That makes sense.

Yeah. And here's the thing, like, I do think in a sense, you know, People used to say, okay, paid media used to mean Google Ads. It does in a sense, but now part of it, I also feel like paid media is, this is kind of in a sense you're doing paid media, right? It's more or less you're trying to buy these organic views. And so that's kind of what the system is today. Bless you.

Thank you.

But let me show you this. Bless you again. Okay, so look, this is the same, so paid media in 2026. So now the concept, Neil, is how are you buying more tokens? Okay, so a part of it is sure, you're paying clippers. So if you're paying 1,500 editors to edit and post 70,000 pieces of content, but I also think at the same time, it might mean also buying tokens from like a ChatGPT or buying tokens from Anthropic as well, because you need people to maybe edit your clips at more volume and you can generate more AI clips as well. So I think what's going to happen is you're going to be doing this clipping thing, but you're also going to be paying for a lot more tokens because you're spending so much on these clips. So I think that's a piece of it.

Yep. All right, let's go with the next one. 10 marketing AI tools we'd pay for even if they cost $1,000 a month.

Okay, here's the hook. So you got to go with the hook, Neil. Read it again.

All right. If these 10 AI tools cost $1,000 a month each, we'd still pay for all of them. Here's why.

Okay.

Claude.

Because I already pay $8,000 a month. For myself.

So, all right.

And let me tell you why we should justify each one. So the reason for that is I'm able to do so much more with less. Some examples here. One, literally yesterday, Neil, I took my X thread and I said, hey, take this X thread and then use the image model and make it into like these slides, and then I can repurpose it for YouTube. Okay? So anything that's design-bound now, I can generate instantly. Okay? I'm going to show you something else real quick, Neil. So I'm going to— Neil can see my screen. Those of you that are watching on YouTube, you should subscribe to us on on YouTube, but I have the ability now, Neil, check this out here. I'm going to pull this up. So look at this. You see this site? Uh, this is API for SEO. This is ClickFlow. Okay. This landing page. Okay. This is all about the API for SEO. Okay. So you can see there's code. How does it work? The different use cases, the different, all this stuff, right? So this landing page, what do you think? Not that bad.

The landing page is not bad.

Okay.

It's a great start. You'll have to make some adjustments, but this is great to start with.

Yeah, and then by the way, it's like a, I can use it on like a call too. I said to make it like a deck too, right? So if I press, usually if I'm on, yeah, okay, every time I press space, it's like a deck, okay?

Yeah.

So this is deployed to a website right now. So my point of saying this is that Neil, what I just showed Neil, I was at the gym this morning. I said, hey, I want to use my design. I'm talking to my phone right now. I want to use my design.md file for ClickFlow, and I want to make a landing page dedicated API for SEO. Pull the documents from the ClickFlow documents right now and go ahead and spin it up. I want a dark version and I want a, I want a light version as well. Go ahead and do it.

And then it does it in a few minutes.

Yeah, that's that to me. That's end to end. And so for me, this, this used to take weeks to even get a mockup done. Now you can do it a lot faster. Now it's like 90% there.

Yeah, the one thing I would adjust on that homepage, and you already know this, the headline. I don't like how it crossed it off because you want it to make sense where they crossed out words and you don't read those words, or if you do—

I agree with that. You know why? When you have the cross out, it makes people think, well, what did you cross out exactly? It kind of, there's some distortion there. You want it to get to the point.

Yeah, but I don't mind the cross out. It's just more so if you read it without the cross out, it doesn't make sense. Tool number 2. Tool number 2, HighLevel. So here's why I love this AI tool, especially if you're a local business. If you're a local business right now, think about it. Like let's say I own an HVAC or roofing company or a plumbing company. Let's actually use plumbing. I have people calling me, I'm running ads, and what ends up happening? You get leads, very few people follow up, very few people book appointment. And you lose a lot just in that layer. So sure, it can help you with all your ads and stuff like that, but what I really love about HighLevel is specific— there's a lot of great features, but what I really love, especially for local businesses, it has an AI assistant that screens the call, converses with someone, books it, schedules an appointment based on your availability and when people can get it and what works for them. And now you don't have to follow up with leads and it works really well.

You've tried it?

Yes.

So it's like a discovery call and like what, how complex can it get?

It can get pretty complex depending on how you train it. And when you say I tried it, not for myself because I don't actually own a local business, but yes, we have customers in the local space and it's really cool.

Cool, great.

But it comes down to, it's like, what do you feed in? I think this is the biggest problem with AI. If you don't feed in the right stuff, your outputs are just crap, no matter what tools you're using. And I think that's a mistake that most companies make. But yeah, that would be tool number 2. And especially for smaller businesses, you know, when you think about $1,000 a month, how much more would you spend hiring a person to do that?

My thing alone, I mean, before a year ago, that you're probably talking about, if you're talking about offshore, you're probably talking about at least $50,000, $60,000. And if you're talking about onshore, probably like we're talking about, you know, $120,000, $150,000, $180,000 depending on experience. Sure.

And even for, Something simple like having HighLevel answer your calls, how much do you think that would cost a human?

I think a good human that can also route it and also record everything, I think that good human's worth $120 to $150. Yeah, yeah. And then if it's nearshore, offshore, maybe a little less, but yes. Yeah. So my next one's going to be Higgsfield. The reason I like Higgsfield is, so Higgsfield, it does, you know, just ad creation, video creation, things like that, right? And so look, these are just ads that we've made for a telecoms company. And they really like these, right? And so look, it's just their motion graphics, whatever. We generate a ton of statics as well. So we took the Higgsfield MCP and we hooked it into our GitHub repo, and that's now allowing us to, from a sales standpoint, we can crank out— I'll be like, hey, Neil, you work for Mountain Valley Spring. Here's a bunch of ads for you over here. Let me know if you want to talk. And then maybe my follow-up is, here's 10 more ads for you. Let me know if you want to talk. Hey, your competitor made ads like this. They've been running them for a while. Let me know if you want to talk. You just keep hitting them with new ads over and over. And so this will work for a while, I think, before the rest of the world catches on. So I think in terms of generating new pipeline, in terms of generating new ads, because a lot of the people we talk to, you've seen this as well, is when they come to us, it's like, oh, the bottleneck for us to scaling right now is more creative. It's more creative or it's more emails. It's more creative. It's more emails, whatever it is exactly. Higgsfield has been pretty good for it, especially now that there's an MCP. You can ask your OpenClaw or your Hermes agent or whatever to just say, hey, look at Neil Patel's NP Digital's ads over here. I want similar versions for them, only the ones that are longest running, assuming that Neil's not a dumb dumb and he's not just keeping bad ads running because the longest ads running are usually the ones that are performing. Quick break. If you're doing AI SEO or content marketing in general, you know what the problem is. The problem is you're spending hours writing yourself or you're paying agencies lots and lots of money. And you're getting AI slop that sounds just like everyone else. That's why we built ClickFlow. ClickFlow creates production-grade content that actually sounds like you. Plus, it helps you with other areas such as building internal links, creating FAQs, and more. One customer even reported saving 90+ hours a month just by using ClickFlow. You can get a 14-day free trial just by going to clickflow.com. No more AI slop, just production-grade content that drives traffic and conversions. Back to the show. Yeah.

So number 4, and this one is a free tool, but I would pay $1,000 a month for it. YouTube has something now where they can make your videos, and they've had this for a little bit, but we don't see most companies or creators leverage this. They can make your content adjustable to multiple languages.

Oh yeah.

And very few people use it. We're seeing good traffic gains from this, from the regions we've been testing it in. It's free, so it doesn't cost $1,000, but I genuinely would pay $1,000 a month for that feature.

Yeah.

I just wish they did more languages, but I believe they're going to keep adding more and more.

Dude, I've seen my Instagram Reels in Hindi before.

It was great. Yeah. Yeah. Yeah.

Have you listened to your stuff in Hindi?

I haven't seen myself in Hindi, but people have sent me my content in Portuguese because I have quite a bit of a Brazilian audience and Spanish following. I was like, oh cool. Like they're screenshotting it and they're like, Your voice isn't that bad. It's not for— I'm like, no, I didn't really create it. They did it for you.

Number 4, xAPI. So what—

Number 5.

Number 5?

You went first.

Oh, okay. Yeah, you're right. Number 5, xAPI. So the reason I like xAPI now, what they did, Neil, is they've decreased the cost to read a tweet. It used to be a lot more expensive. Now it costs— I think it costs a lot more to— if you want to post something using the API with a link to it, because they don't want to decrease their reach. Okay. So I think it's like a fraction of a penny now, Neil, to read something. And so what I can do, for example, yesterday I'm looking for more like AI founders in Europe for my AI Global Summit for YPO, right? Even though I said I don't want to do anymore. So anyway, my point is I'm like, okay, I want you to find a bunch of tier 1, tier 2, tier 3 speakers, list all of them. And then it crafted the messaging and it was about to send them through my X account. But the whole idea here is You want to hire paid media people, you want to hire these creative people over here. I wanted to hire, you know what happened? These clippers, once I found out Forbes did like a piece on the clipping company, you know what I did? I reached out to the clipping company. I said, hey, I want to poach all their people, find all their people over here. And then I want to reach out to every single one of them. I have 3 of the kids now that I'm talking, I'm trialing 3 of the kids. They're all kids like 18, 20 years old. Like one of them I was talking to yesterday on the phone, he was at his mom's. I could hear his mom in the background, right?

Oh wow.

And I'm like, Anyway, all that to say is the X API is extremely powerful now. And what I also do with it, I was like, hey, OpenClaw, pull from all the latest stuff in AI marketing right now, and then just decide based on what our goals are and what I've been working on, how this fits into what we're doing, how high leverage it should be, should we be doing it? Because the smartest people are posting on X. So the X API, they've made it even cheaper now. I'd be paying over $1,000 a month for it.

Yeah. The next one on my end, I think this is number 6. is Crazy Egg released a personalization feature, or Hiten did, and—

Still you two.

Yeah, technically it's just him, but yeah.

Okay.

When, with the personalization feature, what ends up happening is they have tons of A/B testing data and learnings over the years on what works and what doesn't. You pop in a URL or create variations of any of your pages based on what converts better and what doesn't.

Nice, that's good. So what is Crazy Egg focused on now? Personalization?

Personalization, A/B testing. They released analytics recently too.

Yep.

But a lot of that stuff.

Just for context, Crazy Egg used to be Neil and Hiten's tool. It was more of a heat mapping tool. Now they've done a lot more. It seems like Hiten's very AI-pilled now, so he's adding a lot to it.

Yes.

So that's cool. Number 7, yeah? So number 7, I'm going to, I'm going to, if you, if you go to ClickFlow, we actually have an API for it and we're coming out with a free version for it. So I think there needs to be an API for content creation. It doesn't even have to be ClickFlow. I think there needs to be an API for SEO in general. So the ability to be able to, through a command line interface or to be able to have your agents just say, okay, here's all the rankings you have right now using the Ubersuggest API. Okay.

Yeah.

And then based on that, you should be creating this content over here and you should be updating this content over here. You should be thinking about internal linking to have an API that the agents can access, I think is is really important. And so I think really any marketing tool that has an API right now, I just use that one as an example because I was just showing Neil an example of a landing page I made from it.

Cool. Number 8, AnswerThePublic. It helps you get a lot more AI traffic. It's really simple. It ends up telling you all the long-tail variations that people are searching in AI platforms and LLMs, which is the new type of keywords. People aren't searching head terms like they used to. It's all people typing in sentences. And the cool part is, is it'll automatically create the content for you. You then go in and modify and adjust it and add in the EEAT. It'll add in the images, it'll automatically publish to your Webflow, Shopify, WordPress, whatever system you are. So you don't even have to do any of that. It'll do the content calendars, create tons of content for you. You can do it in different languages and automatically publish once you approve it.

So just full disclosure for everyone, the last 2 tools are both Neil's and ours. So we just want to disclose that. So anyway, number 9, last from my end, Hermes. We name ours Hermes because I have the Hermes Paris logo on mine in Slack. So Hermes is a— it's basically, it's an open source agent. It's very similar to OpenCLAW, but it's more reliable from what I've seen. So the problem with my OpenCLAW right now is I've made it a Ferrari that has too much on it. So imagine you stack like a bunch of luggage on it. So I keep adding more and more to it. So it's become this monstrosity. And also Ferrari's not a very practical car to drive because you can't really put your groceries in it. You can't really have your family drive in it either. And it probably scratches all the time. I wouldn't know, I don't have a Ferrari, but bless you, Noah. And so I would say that Hermes is actually way more reliable. It's very fast. And the beauty of Hermes is that it learns as it— the more you work with it, the better it gets over time because it's constantly adding skill.md files to it over and over. So I think having a Hermes also be the brain that manages my OpenCLAW fleet is very helpful. And what I'm even testing right now is having a Hermes fleet. And so I would for sure pay over $1,000 a month for this.

Yeah, and then the last tool, because Google ended up rolling this into Gemini, is Gemini. But you all know about Nano Banana and all the things that they've done for image and video creation. What I found that works really well in marketing, and this would cost way more money to hire a company to do, is to have a scripted video. Like, do you remember those old D2C style videos that people would put on Facebook and put a storyline and Pay a company like Harmon Brothers, you know, like the Squatty Potty videos and stuff. You can do those. They still work. We don't see too many people doing them because the problem is, is when you create them, they're a big hit or miss and you don't know if they're going to be a hit. And then you're like, man, I just burned $50 grand, $100 grand on this and it was a miss. So then you do it like 5 or 6 times or 10 times and you create a hit, but you may have burned $500,000 to $1 million.

Mm-hmm.

Now with Gemini, You can burn like $1,000 and get your hit and have tons of variations, and all you have to do is just come up with the script. The problem we're seeing is people don't want to do it because it takes time to script, but the scripting is the least expensive part. The video creation used to be the most expensive part. Now you can just do it with AI, and Gemini does a great job, and it's pennies on the dollar.

Dude, can I give you— here, let me give you a bonus here. This is 11. Okay, so check this out. Remember I was just talking about Ferrari versus Camry agents? So I my X post yesterday, okay? This is ChatGPT Images 2.0. I think it's better than Nano Banana. So what I'm showing on the screen over here is you have a Ferrari on the left side. It has a bunch of stuff added to the top of it, like long context, guardrails, code, all this stuff, right? And then you have a fleet of Camrys. Toyota Camry is very reliable. I used to have a Lexus, which is a Toyota, right? Very reliable. So you go down the list over here. Look, not— come on, look at that. You have all this bolt. The temptation is you bolt everything onto one agent, You get a Ferrari agent. It's expensive, it's beautiful, and it's impractical. Great demo, fragile operations, right? Then the business failure mode shows up, right? And then you have this context jam over here. And then what you need is a Camry model for SEO briefs, for CRM cleanup. You want each agent to do its own thing. And so my point of all this, look at this, dude, this is pretty good. It— all I did, Neil, was I took from a tweet that I wrote and then I said, use ChatGPT Images 2.0. It cranked it out. And so my point of saying this too is that to Neil's point, Yeah. If you're going to do a script, you still have to go with it back and forth and say, ask me clarifying questions, and then it can make the best script for you. And then ideally you're probably posting scripts that have worked well for you in the past to give it more context to make it even better. But—

And just as a heads up, make sure you're not using stuff that can get you sued.

Yes.

Yes.

Right. Because I can make a YouTube video for this one. Yes. I can't make an ad for this.

No, the Ferrari example, I think you'll get in trouble. Ferrari, depending on how it's used.

Well, you mean for the ad?

Uh, correct. Yes.

Yeah, for— I can't use it as an ad. Yes, Neil's right. Uh, but I would use this in a YouTube video to describe both of them.

Totally agree. Yeah. And double-check with the lawyer whether you're using it for a YouTube video or ad, because neither Eric or I want the liability.

Yeah, yeah, yeah, yeah.

Because every country has different laws.

It's not legal advice, guys.

This is not legal advice.

And run everything by a lawyer. And we like Ferraris. We do like Ferraris.

And we like Camrys.

They're both great. I would personally prefer to drive a Camry.

So, but they're both great. You know, I've had friends pick me up in Ferraris and they're like, how cool is this? I'm like, man, it's so hard to get into your car. You have to like bend so low.

It's so low and then it's so loud and it draws all this attention. I don't want it.

Yeah. And forget even the attention. It's just an uncomfortable ride. Like it's so bumpy. I'm like, they're like, you're one with the road.

I don't want to feel every bump in the road.

LA has a lot of potholes.

Yeah. No, I mean, your partner had a Ferrari before or Lambo.

Lamborghini. We used to call him Mike Lambo.

Remember that? Did we call him Mike Lambo before?

Yeah.

I don't remember. Okay, so—

It was the guys from War Room who came up with that. I don't know why I'm bringing up another name. Daniel from, is it Astrology Answers?

I don't know.

I don't know. Yeah, he used to be part of War Room.

You were in War Room like earlier before I was. So we're talking about this mastermind that Neil and I, Neil used to speak at this event. I was in this mastermind for like a year or two. So one of our late friends, Brandon Snapper, and then Yaniv and I were business partners. We were real estate business partners so we can bring the cost down. So we didn't have to pay $25,000 a year.

They charge you per business, not per person.

Well, they charge, but if you come in as partners, then it's cheaper. Yeah, $25 grand divided by 3.

Yeah, that's a lot better. I thought it was like $50 grand at one point.

No, it got up to $50 grand and then they started doing like Coachella week 1 and Coachella week 2. So they had like 2 weekends. It started getting too big and I think that's why they had, I think with a lot of these masterminds, just if you guys ever want to do one, just understand there's a shelf life on it and then you probably have to redo it again. I just found that it's, it's, uh, it's a lot of work. So guys, that is it for today. Please let us know what you think about this, this new format, new-ish format, and we'll see you tomorrow.