We need to talk about Pat Flynn (aka DeepPocketMonster)...
His shortform game is widely praised, but
His recent longform video has everyone in the Pokémon community (Pokémmunity?) talking.
Who + What Happened?
Who
➜ 2M subscribers
➜ Niche: Pokemon
➜ Pat Flynn, founder of SPI
➜ 5 years of consistent content (on this channel)
If you’ve heard of him most likely it’s from his short-form content and his series of “Should I open it or should I keep it sealed?”.
While they are fun to watch (and have saved me from many impulse purchases), that’s not why we’re here.
What Happened
➜ 30x outlier
➜ Big reactions off-platform as well
I mean, take a look for yourself:
Why is this video standing out? It comes down to two things:
Pat’s ability to:
➜ tell a story and
➜ connect with humans
But how did he put this together?
What are the building blocks that Pat uses to make it happen?
Let’s dig in ⛏️
Anatomy of YouTube Videos
Every YouTube video has some combination of these 5 elements:
- Context
Context is information that is needed to understand and remain interested in the video - Value
Value is simply delivering on the promise made in the packaging.
For this particular instance for Pat the promise is collecting every Umbreon.
Whenever you collect an Umbreon you are delivering on that value. More on how this is flipped later. - Disruption
Cognitive resets, done in the form of jokes or edits or music changes or tonal shifts.
These are things that disrupt the typical cadence and flow that has been set to re-engage the viewers’ minds, get their attention back, and also be a palette cleanser for different moments throughout the video. - Calls to Action (CTAs)
This includes everything from subscribing and liking the video to mentioning offers and events off-platform.
For example, card party from Pat Flynn and also sponsored segments.
CTAs are generally seen as a withdrawal of the goodwill built up through a video whereas everything else is depositing and building it up. - Progression
This is simply the vehicle that moves viewers through the video.
Pat is a master at this and we’ll talk about the “how” here in a minute.
| ELEMENT | JOB |
|---|---|
| Context | Situates viewers, builds stakes, keeps them from feeling lost |
| Value | Delivers on the promise made in the packaging |
| Disruptions | Cognitive resets - jokes, edits, music changes, tonal shifts |
| CTAs | Like/Subscribe, sponsors, off-platform offers (a withdrawal of goodwill) |
| Progression | The vehicle that moves viewers through the video |
What Sets DeepPocketMonster Apart
Two layers make Pat’s channel work:
- YouTube fundamentals: things any creator can learn to do well
- Pat’s individual brand: the things that make him.. him
You need both.
Technical execution gets you attention.
Your unique identity gets you trust.
Layer 1: The Table Stakes (YouTube Done Right)
Yes, Pat plays a YouTube game well but I think that’s the bare minimum to get attention on the platform.
From a YouTube nerd’s perspective here’s a glance at what this video does well:
Top-tier packaging
I mean, looks at this beauty:
Here’s, specifically, what’s doing the heavy lifting:
- Simple, easy-to-understand titles and thumbnails = fewer hurdles to becoming interested in this content (interested in more packaging mistakes? Here ya go)
Let’s take a closer look at the thumbnail:
- Instantly recognizable binder format
Bonus points for rainbow gradient - Colorful cards
Majority are “full arts” meaning the Umbreon is larger on the card itself - Stressed face
Sets expectation for a challenge video - Question mark drawing attention to a missing card
Bonus points for being centered in the frame - Clear background/foreground separation to keep focus where it matters
Relevant background setting in a card shop
Progression
Pat is also a master of having constant progression through his videos. He doesn’t spend too long on any one moment.
Even in scenes that may last several minutes, there’s always progression via:
➜ finding out new information
➜ slight camera angle shifts
➜ new people showing up
➜ location changes
We (as viewers) are always moving forward. Nothing is repeated. Nothing overstays its welcome.
Additive CTAs
There’s never a time when a call to action feels forced and it all fits within - and serves - the story.
Every single:
➜ Like/Subscribe ask
➜ Card Party event comment
➜ TCG Stadium sponsor mention
Feels perfectly in line with the story.
I think a special callout goes to TCG Stadium. This felt like a true “integration”. They were actively involved with the story and provided one of the pricier cards on the list. They even felt like “one of the gang” with the FaceTime call and being on the lookout for Pat.
More brands should take note. (also: they didn’t sponsor this article and are still getting mentioned here organically. But if they ever want to chat, I’m all ears 🙂)
TLDR: CTAs should never feel like an interruption to a viewers’ experience, which reminds me...
Layer 2: The DeepPocketMonster Difference
Beyond what DPM does well on a technical level, there are a few things that help Pat stand out from the crowd.
1. Master Guide
Viewers never feel lost or overwhelmed while watching one of these videos. That’s a lot harder than it sounds.
Too much context = annoying and overwhelming
Too little context = lost and disinterested
Pat follows this line perfectly. He’s a master at guiding viewers through the journey.
2. Digital Hospitality
Viewers feel welcomed no matter which experience level they may have.
New to the hobby?
➜ Pat explains the basics of the cards and Pokemon in general.
A fellow degenerate?
➜ Pat gives trivia knowledge on specific promos and set histories.
Bonus: the deep cuts are still brief and easy to follow for those just discovering this content.
Everyone is welcome and nobody is made to feel stupid.
3. Inside Jokes
These are used as disruptions, which:
➜ reset the viewers’ attention
➜ lighten the mood when things get heavy
There is a consistent use of recurring jokes and themes, like the Pokémon Miltank or Diglett. He’s referencing past episodes, short form, etc.
This works in two ways:
➜ rewards previous viewers and builds an “in crowd”
➜ does NOT alienate new viewers
These jokes stand as funny on their own (which adds to the in crowd next time they come back)
4. Deep Emotional Connection (DEC)
Pat is known for longer (1hr+) pieces of content. This leaves plenty of time for meaningful connections to be built with the characters in the videos.
Take this Umbreon video:
➜ Packaging promised collecting every Umbreon
➜ Pat does not have the binder in hand going to collect until 13:17
Why does this work?
The packaging is supported within the opening seconds with the mention of the binder being sold. From there, Pat twists the definition of value delivery by building in the human element of what this binder means to Kevin (the owner). Once that’s established, the video’s value delivery comes in the form of the journey more than the shiny cardboard.
Pat has what scientists call “Big DEC Energy”
5. Trusted Brand
This will be a quick one, but it can’t be overlooked.
Pat has been making consistent, wholesome content on this channel for 5 years. And he’s been building brands for even longer than that with SPI. His audiences trust him implicitly. It’s the kind of trust that’s added in grains and lost in buckets. You can’t fake or AI your way to that (yet).
One example of this being built is mentioning every store he interacts with → goodwill built → goodwill received.
As Jay Clouse says, you aren’t building an audience. You’re building 1-to-1 relationships over and over. And Pat has compounded that for years.
Now What?
Every creator can borrow from what Pat does here. Here’s what to actually take away and apply:
Package for the lowest barrier to entry. Your title and thumbnail should be instantly understandable to someone who’s never seen your content before.
Keep your viewers moving. Never let a scene overstay its welcome. Forward momentum is what separates watchable from forgettable.
Context is a dial, not an on/off switch. Too much and you’re patronizing. Too little and you lose people. Find the line where every viewer (whether they’re new or a die-hard) feels oriented without feeling talked down to.
Build your “in crowd” without locking anyone out. Recurring jokes and callbacks reward loyal viewers and create a sense of belonging - but only if those jokes also land for first-timers on their own merits. The inside joke should still be funny from the outside.
Give your audience time to actually connect. Longer content isn’t just more content - it’s more runway to build emotional investment in the people on screen (even if you’re the only one on screen). If you’re rushing through every moment, you’re leaving that connection on the table.
This video does an incredible job at balancing all of these pieces.
To help visualize how each element plays its part, I put together 90 key moments in the interactive chart below.
Massive kudos to Pat, producer Dan, Editor Ian, and the team. This was an amazing video. I thoroughly enjoyed watching it and can’t wait to see what you guys do next!
Catch ‘em all,
Trent
Written by Trent Haire
First hire at TBNR, where he helped grow eight channels from 2M to 50M+ subscribers. Now he works one-on-one with creators and entrepreneurs.
