https://youtu.be/HVOubeXUcx0 And if you don’t have time to watch it, (but I highly recommend that you do) here are the main takeaways and my added 2 cents. Over 40 months, Alex Hormozi spent millions and grew his brand significantly across various social media platforms (with a focus on YouTube) by leaning on educational content over pure entertainment. If you’re learning of him just now… he’s been dominating for a while so a good idea to pay attention and maybe save yourself some money and grief along the way. 1️⃣ - He shifted from making content for himself to making content specifically catered to his target audience of business owners. This meant changes to packaging, intros, meat of the content, visuals, and preparation. Well… Duh! This is why so many professionals work with YouTube experts like me. It’s not just about the content but how the content is optimized for YouTube and your target market. 2️⃣ - Rather than covering a broad range of topics, he narrowed his focus to business-specific topics like business models, leverage, and selling. It’s ALWAYS about the Viewer and their needs. Never about the content creator. The “You” in YouTube the Viewer. 3️⃣ - The key metric he optimizes for shifted away from only views to ad revenue, as ad revenue correlates more closely with reaching the right audience. Now this is VERY interesting. I look at numerous metrics when I’m managing a client’s channel and Watch Time has been my favorite for a while now. Ever since YouTube switched to a satisfaction model, watch time is a better metric for measuring satisfaction. Alex has motivated me to pay closer attention to Ad Revenue and I’m keen to start testing. 4️⃣ - Long-form content drove more conversions (book sales, email opt-ins, applications) compared to short-form content. Different audiences prefer different formats. Many YouTube experts, including myself, discovered this back in 2023. This is why we stopped posting Shorts across all of our clients’ channels because in some cases, we saw the Shorts were not only ‘not’ adding to the bottom line BUT in fact, they were attracting the wrong audience! (Re-read the above section again if you think this isn’t a big deal.)