Alex Hormozi released a video 2 weeks ago shared 6 key lessons that he learned from posting content for the past 4 years.

This is the video if you want to watch it.

While I agree with some of his points like:

• Shifting from making content "for us" (the creators) to "for you" (the target audience of business owners).

• Tracking ad revenue as the key metric instead of just views, since ad revenue better reflects reaching the right audience.

• Emphasizing long-form content over short-form, as long-form drives more conversions with their target audience.

• Assuming nothing instead of assuming the audience already knows the creator. Introducing himself in each video, avoiding inside jokes, and making content accessible to new viewers.

There were 2 key lessons he mentioned that didn’t sit right with me:

• Going from edutainment to pure education - focusing content on educating the audience rather than just entertaining.

• Going from broad topics to narrow - focusing content specifically on business-related topics.

Hormozi has decided to completely narrow down his content to only business education - and he proceeds to post 4 videos a week because he can.

And now he’s no longer putting out any edutainment content on fitness or lifestyle.

As with most things in Hormozi’s life, he has decided to take the full extreme with his content strategy too.

My opinion:

Alex Hormozi grew to millions of followers because he had initially decided to go broad with his content.

His videos from a year ago targetted a substantially larger TAM, and as a result the content had the chance to go viral.

And literally, everyone knows about $100M offers because he got all of that top of funnel traffic.

Now, his advice to narrow your content to target your customer avatar may significantly benefit him because he has built such a large audience, but to the average business owner who doesn’t already have the momentum, it’s going to be incredibly challenging to grow.

If I were to take his advice for my YouTube channel, I’d only make YouTube scriptwriting-specific content.

But I would be missing out on capturing attention from the audience interested in YouTube growth as a whole.

That’s why it’s still important for me to talk about how to come up with ideas, design thumbnails, editing and everything that comes with YouTube growth.

The Sacrifice of Brand

Alex Hormozi once described brand to be like flowers in a flower pot.

And everytime you add a different flower to the flower pot, it adds an additional dimension to your brand.

For him, that’s his takes on philosophy, his calves, his lifestyle, Acquisition, etc.

We used to see all of those aspects of him in his videos a year ago, and now we only see the business side of him.

I think that it was seeing the videos of him doing more than just business that allowed people to build such an affinity with him.

It showed that he was more than just a guy yelling at you to stop being broke.

So in a sense, narrowing down your content to just education (for him at least) is a huge shift for his brand.

And if only being known for great business content is something that he is going for - then go for it.

But he could easily find a balance between business content and everything else. For every 4 business videos, if he posted a lifestyle video, I think it could do good for his brand long term.

I’m just a loyal subscriber sharing his thoughts.

There’s a lot of idolisation of Hormozi happening in the business world - so just wanted to share an alternative perspective to his YouTube growth advice.

Hope this helps,

Bryan