This is @AlexHormozi's viral CEO who’s taking over YouTube. If you don’t know who he is, Sharran Srivatsaa was made the new CEO of Hormozi’s company. Since then, his YouTube channel has gone viral with a complete Hormozi-style overhaul. The ideas, the scripts, the editing… But one of the biggest changes you might not have noticed is hidden in his unlisted videos… It’s his packaging, also known as the thumbnail and title. The packaging difference between before Hormozi’s team plugged in their content machine and after is pretty remarkable. For example, a title before was: “How To Pick an Investment [Goldman Sachs X-Ray Formula]” It only got 2.6K views for a money video. This title is trying to speak to the serious investor who cares about what stocks to pick; it’s a niche market. But a recent money video he posted with the Hormozi system has 1.5M views and counting: “This Is The Only Money Video You Should Watch” This title immediately appeals to the broad market. It’s a bold claim that only works this well because of Sharran’s positioning as an ex-Goldman Sachs employee. Now the thumbnails are arguably one of the biggest differences… Before, Sharran wasn’t even on some of the thumbnails, so his returning viewers had no idea it was his video. They had minimalism sure, but no congruent branding for the channel or visual psychology strategy. But his thumbnails now have: 1  - Clear branding The yellow/gold and white are HIS colours now. The choice of gold is subtle yet genius because of its connotations with wealth. He’s also on every single thumbnail, so people actually know it’s his videos. It adds another layer of positioning because the same money video that went viral needs Sharran as the crucial proof element. 2 - Visual Depth Backgrounds are a perfect way to bring more attention to your subject (Sharran) and also subtly add proof elements, like: *The “Goldman Sachs” building *Whiteboards to set the frame that it’s going to be educational *The ripped-up paper background is a great pattern interrupt without being distracting *Homozi’s books on a shelf in a book cabinet But before, his background wasn’t doing any work. They were gradients or distracting blue skies that made no sense in the context. 3 - Eye Grabbers The new yellow underscores and highlighted words emphasise the most important word in your hook and draw the eye. They’re building a congruent brand image just by using the gold/yellow colour. 4 - Facial Expressions Sharran’s face in the before thumbnails is much more animated. He looks shocked, confused, serious. But in the new thumbnails, the facial expressions are subtle and stoic. He looks serious, like he’s talking to you already in full flow. I believe the title and thumbnail changes alone could’ve been enough to make Sharran go viral. This is why my prediction is he’ll have at least 250K subs by the end of the year. And that’s just the beginning for him…

Most people are talking about Mr Beast hitting over 500M subs. But what they’re not talking about is one of the little-known strategies that got him there… Now, don’t get me wrong, factors like volume, luck, discipline, and an obsessive desire to win are all huge players in his success. But beneath all these factors is a simple, yet genius principle Mr Beast uses better than nearly everyone else on YouTube… It’s the concept of the purple cow. The purple cow strategy was originally created by the marketing genius, Seth Godin, and this is how it works: “Imagine you’re driving down the road and you see a cow, and you keep driving because you’ve seen cows before. Cows are invisible. Cows are boring. But if the cow was purple, isn’t that a great special effect? If the cow was purple, you’d notice it for a while.” And this is exactly the same approach Mr Beast takes with his videos. He tries to create videos that nobody has EVER seen before. He relentlessly hunts the purple cows with 10s of 1000s of ideas a year to find the core 100 that make people stop in their tracks and watch. So while we can’t all be Mr Beast and have half a billion people watching our channel… We can search for more purple cows. With more ideation, more market research, and a desire to break the market with fresh ideas…

I had a consulting call yesterday with an Educational channel that I believe will be the niche leader in the Wealth Creation space on YouTube in 6-12 months. The call was centred around channel strategy and ideas. Here are some of the key takeaways that will help anyone trying to grow an educational thought leader on YouTube. 1. Stop "Outlier Swiping" - everything in the educational mass market niches is starting to look and feel the same. The same supply demand discrepancy you are looking for by copying outliers can be found by leaning into the unique thought leadership of the creator. Ask the talent, "What is the content, and education that you think should exist on YouTube?" 2. Direct to camera educational long-form as a format is slowly dying. Yes. BUT, not if you are just starting out, and have a gap in the market to fill AND want to capture a MASS MARKET educational audience. Which is only true in a rare set of circumstances. For 1% of creators, from my personal anecdotal experience. But they were true for this thought leader. So I advised him and his team to double down on making direct to camera talking heads for at least 6-12 months). 3. Novelty is needed for exponential growth. - novelty in ideas - novelty in formats - novelty in value delivery Ali Abdaal was the first doctor making study and productivity videos. Alex Hormozi was first business owner with a multi-7 figure exit making mass market business education. Justin Sung was the first learning coach with 10 years of experience talking about learning science on YouTube. They all captured HUGE market share as a result. Many came after them in those niches, and some saw short-term success. But no one has been able to compete with them in their specific niche for longer time span. Why? Because first to market means all the of the promises you make in your videos are NEW to YouTube audiences. In order words, those videos are NOVEL. This leads to exponential growth for an educational channel. Overtime, you don't even need competition to compete with you for your average viewers per video to go down. Ali, Alex, and Justin have all saturated the demand of their niches with their OWN supply of hundred of videos. -- Besides this we also talked about: ## Key priciples for building a strong long term brand for this specific creator ## - credibility and proof (both explicit and implicit) - likeability (do not some accross as "elite," because the average person hates the "elite, rich and powerful") - novelty - influence (tactical advice and clear behaviours for the audience to implement) ## Ideation selection and critique ## - We went through about 25 ideas. - Going through an idea critique together is the best way to see the channel strategy and thesis in action. Because the rationale for why you "like" vs "don't like" an idea goes back to the channel strategy. It was a fun call, looking forward to seeing this channel dominate their niche in the coming 6 months.

What beast said, "Only post if you feel like it's a banger." gotta have conviction every video is worthy of being made and will fucking crush even if it dosent.

Etsy shop about to go crazy

They shaped your childhood with toys and now they’re hiring… a YouTube channel manager? Hasbro, with over 3.5M subs and an estimated value of $11B, is investing in its YouTube channel. But not just their main channel… ALL their brand channels as well. This is the same brand who brought Transformers, Power Rangers, Peppa Pig to our childhood. And now they want someone to run the accounts behind them to reach the next generation: ↳ Responsible for the operation and growth of several high-profile YouTube channels across 40M subscribers and 400M monthly views. ↳ Use YouTube Analytics, automation tools, and third-party platforms to test content approaches, measure performance, and pivot strategy based on results. ↳ Leverage AI tools to support workflow efficiency, content testing, and performance analysis. This will be VERY interesting to see what their master plan is… Because the way to reach my generation was toy ads in between Cartoon Network shows. But today, the play could be long-form or short-form content to reach the new generation on YouTube. The strategy stays the same, but the medium always changes. And the medium today and for the future is YouTube.

Did YouTube finally just win the war against Netflix for your attention? According to new research from Digital i. YouTube had more daily audience attention than Netflix in 2025. YouTube’s average daily usage was 99.1 minutes. But Netflix was down to 93.4 minutes. This means people were spending more time on YouTube globally than they were on Netflix each day for the first time. And this is where things get even more interesting… The research also showed TV's share of viewing time rose from 28% to 35% over the same time frame for YouTube. Which could also suggest they’ve managed to hijack some of Netflix’s viewership. However, maybe it was the other way around… Because Netflix had the highest reach with 78.2 million unique accounts of any YouTube channel in 2025. They had more unique people watching their YouTube channel than any other on the platform. So while Netflix is losing daily viewing time to YouTube on their platform… They’re also increasing their viewership on their rival platform for what’s basically free marketing. Now this research is for 2025… We still have no idea how 2026 will play out. But it shows that even YouTube's competitors are now using THEIR platform to try and increase their viewership. And this only makes me even more bullish on YouTube as the future of marketing and most importantly: Media.

Did YouTube finally just win the war against Netflix for your attention? According to new research from Digital i. YouTube had more daily audience attention than Netflix in 2025. YouTube’s average daily usage was 99.1 minutes. But Netflix was down to 93.4 minutes. This means people were spending more time on YouTube globally than they were on Netflix each day for the first time. And this is where things get even more interesting… The research also showed TV's share of viewing time rose from 28% to 35% over the same time frame for YouTube. Which could also suggest they’ve managed to hijack some of Netflix’s viewership. However, maybe it was the other way around… Because Netflix had the highest reach with 78.2 million unique accounts of any YouTube channel in 2025. They had more unique people watching their YouTube channel than any other on the platform. So while Netflix is losing daily viewing time to YouTube on their platform… They’re also increasing their viewership on their rival platform for what’s basically free marketing. Now this research is for 2025… We still have no idea how 2026 will play out. But it shows that even YouTube's competitors are now using THEIR platform to try and increase their viewership. And this only makes me even more bullish on YouTube as the future of marketing and most importantly: Media.

He cemented his head in a microwave for a YouTube video and it’s accidentally genius. One of the most insane channels (and one of my childhood favorites) is back… TGF bro. If you don’t know who they are, the channel is run by Jay Swingler and Romell Henry. The entire channel is built around them doing bonkers challenges. For example, back in 2017, Jay cemented his head in a microwave and, of course, he went viral. But for the past few years, the channel has gone quiet… It was ended by the police after they flipped a car in one of their videos. However, today they’re back and posting consistently again with their batsh*t crazy challenges. Now I'm not saying you need to cement your head in a microwave to have a good idea… But you can take TGFs principle of finding black sheep ideas in your market. These are ideas that have NEVER been seen before. And they can come from anywhere: 1 - Inside the client's brand 2 - From the comments 3 - New studies The skill is in finding them and posting them without any knowledge of if they will work or not… until they do. This is what I believe TGF, whether they’re liked or not, do better than most channels out there.

It’s simple, but this is the quickest way to master any market. It does the job of 1000s of words in a single image or statement. And once you can start to see this, you'll walk into ANY market and blow videos up... This is the potential power of market symbols. Visual elements that consciously or unconsciously hook your viewer like a fish dangling from a line. But the symbols don't fit neatly into one category... we have 5 different types. 1 - Fear Market Symbols: Find what the market collectively fears and show it visually. Lillie Kane's viral health video: "FDA Quietly Approved THIS in Your Food." The fear symbol is food on a conveyor belt combined with dudes in hazmat suits. In the market's mind, this paints their nightmare scenario in ONE image. But an image of a grocery shelf with a label deflects off the average person's dopamine-cooked brain. Now you need to be extremely careful with fear symbols… Overusing them without the best intentions destroys any trust you had with your audience. 2 - Identity Market Symbols: People or celebrities from your market that symbolise the identity or trait they want to have, or DON'T. For example, Keanu Reeves in a self-development thumbnail. He IS the masculine symbol for quiet confidence. The thumbnail is essentially saying "watch this and you'll be quietly confident like Keanu." (Go study Charisma on Command's most popular videos, they're masters of this). The inverse works too. Find someone the market doesn't want to be like and SHOW it. 3 - Proof Market Symbols: Take the strongest proof symbols in your market and bolt your idea to them. For example, "Goldman Sachs" in the finance market. Everyone and their dog wants to know their secrets. Use them as a proof element and it instantly gives your video credibility and curiosity. 4 - Desire Market Symbols: Take the mass market's dirtiest desires and show them visually. In health, 6-pack abs. In finance, $1M in their checking account. In relationships, a guy with a girlfriend on his arm. Find the core symbols for what they want and show it. 5. Pain Market Symbols: Take exactly what they DON'T want and show it. It could be blurry vision in a health thumbnail. Nobody wants this (ask me how I know... I thought my border terrier was a highland cow). Show it and you've hit the prospect square between the eyeballs. Now the real power of market symbols is when you combine them: Desire symbol of 6-pack abs with identity using Chris Hemsworth. Fear symbol of a red investment chart next to the proof symbol of Goldman Sachs. If you master the symbols of your market… you master their minds. This is week 47 of "Leaving My Legend". Till the end of the line, Kyle

Simplicity is mastery. If you can't simplify what you know, you haven't mastered it... yet.

A hill I’ll die on: If you want to master AI, master systems thinking.

One title change blew this video up to 4M views from 500K, but it was hidden from public eyes… Very rarely do we ever see mega outliers from small channels on YouTube. But Dr. Jonathan Tam hit a home run with his recent video, which now has 4.2M Views. However, this video might never have blown up without a few tweaks that are hidden in the strategy dashboard. You see, the original title was “Why Japan Can't Fix Its Population Crisis”. It was still an amazing outlier with over 400K views and 524K at its peak. So they tested to see if they could get any more traction. The first change was, “Why Japan Can't Make More Babies”. Did it work? Nothing… The view graph hardly moved. But then Dr Jonathan or his team made one simple title change that blew up the video… They changed it again, except they changed the entire framing of the video with ONE small word change: “How Japan Finally Made It Impossible to Make Babies” There’s a few things going on here that could have made this blow up: The “how” vs “why framing. A “why” frames the video to be more exploratory and signals that it’ll be more focused on understanding than outcome. It explores questions, beliefs, the mechanisms, and controversies. A “how” is promising the outcome to their problem or a desire that videos implied. It’s less intellectual and more definitive. Cognitively, it feels less heavy for the viewer. Now the addition of “Finally Made It Impossible to Make Babies” is wayyy more emotionally charged than “Can't Make More Babies”. This is how you make a bold claim with your title that actually lands a wallop in the viewer's mind. And that is the power a simple title change can make. It can be the difference between getting 3.5M views or losing them…

The best copywriting education I ever had wasn’t a course… It was handwriting winning VSLs every day for 11 months and reverse engineering them. The EXACT same principles apply to viral YouTube scripts.

Will Smith, Cristiano Ronaldo, Erling Haaland and now Mark Wahlberg all have active YouTube channels. In fact, Mark Wahlberg launched his channel only 2 months ago and already has nearly 100k subs. Meanwhile, Ronaldo, Will Smith, and Haaland all have millions of subs and views. Now this might sound like a bad thing for creators… These celebrities could take a large portion of views from entertainment channels... I won’t deny that. But they’ll also bring the flood of their fanbases onto the platform and into the niches they set up shop. And even better: With the trust erosion in the market thanks to AI, having these celebrities on the platform could shift the scales even further back in favour of authentic creators. Because it would: 1 - Swipe views away from AI-produced slop 2 - Bring new viewers from the mass media, like Hollywood, onto the platform 3 - And it gives the existing creators on the platform the chance to collab with celebrities (like Jesse James West and Mark Wahlberg) Being in the trenches with some of the biggest education channels on YouTube makes me believe that the Hollywood shift isn’t a bad thing at all… It’s the best thing that could happen for the future of YouTube and media.

do yourself a favor and start repackaging your old vids 3 recent W's 👇

Change this to YouTube long form and we’re talking

PROPAGANDA I’M PUSHING ABOUT YOUTUBE: - the trust erosion in the mass market with AI will push viewers back towards creators - AI creators will be a thing and fizzle out just as quickly as they arrived - mastering visual psychology to create unique thumbnail formats will now be more important than ever because it’s never been easier to execute the designs - the fusion of Hollywood and YouTube is only going to grow over the next 6 months - high production TV show formats will be used by more education creators in classic niches like health, wealth, and relationships - the education market will see a resurgence as AI continues to get better and people look for new ways to improve their skills - the youtube strategists who win tomorrow are the ones who master ideation outside of outlier theory - outlier theory will make it even easier for videos that have unique angles and topics to net the lion’s share of attention - YouTube strategists need to master strategy, visual psychology, scriptwriting, and creative direction… their job never stops at the idea - creators with unique positioning will immediately take over markets even with legacy creators still being there - direct response principles are going to become even more applicable to YouTube markets and strategy Any you agree or disagree with?