Everybody wants to focus on YouTube in 2025.

But they don’t have a strategy for doing it.

So I’m revealing my strategy today.

But mine is going to be difficult…

For one very specific reason I’ll share soon…

I don’t see any other YouTube expert doing this…

In fact, this could crush my YouTube agency if it fails… 

You see, after a decade in marketing, I’ve learned one valuable lesson:

Better is not better, different is better.

Differentiation is literally a marketing god skill.

This directly applies to winning on YouTube.

Every YouTube strategy we create for a client focuses on differentiation. 

Because without it, you’ll always be invisible on YouTube.

This is actually why I’m scared to start my own channel…

I don’t know what makes me different.

Sure, I have a play button, I’m running a YouTube agency, and I’m quite good at teaching this stuff to people…

But are these strong enough to position an entire channel around?

I don’t think so…

Every YouTube expert and their mom is already talking about YouTube.

So what if I just don’t talk about it?

What if I take a different approach to my channel?

Especially as someone who wants to be known for being the best at YouTube?

That’s why I’m going to do something crazy:

I’m going to grow on YouTube without talking about how to grow on YouTube.

I know, it sounds counter-intuitive…

But let’s take my two favorite channels on YouTube:

Mr. Beast and Charisma On Command.

Both of their main channels don’t have a single video that talks about how to grow on YouTube. Yet, they’re seen as the world’s best experts on YouTube. They get paid speaking gigs and invited onto podcasts to talk about YouTube more than anyone else.

Why?

Because they do YouTube better than anyone else.

This is the power of demonstration.

Demonstration is the highest form of marketing. Even stronger than social proof. That’s why I’d rather use my channel to demonstrate YouTube, rather than talk about YouTube.

Now, I’ve already done this with my current channel. 15 million views and 186,000 subscribers in the men’s personal development niche.

But it’s time to do it again with my face on it.

Here’s how I’m doing it:

What am I going to talk about? 

I’m going to talk about the intersection between pop culture and social media. 

We’re seeing the death of legacy media right in front of our eyes.

Famous news channels are getting less views than podcasters…

Hollywood celebrities are losing their influence to social media stars…

And now anybody can push mass market propaganda…

This fascinates me more than anything else.

I was going to share my video ideas here…

But I’ll wait until I actually post them.

The point is, I’m going to tap into a bigger market while having a ‘golden thread’ that ties back to my agency. I’m demonstrating I can grow on YouTube, without needing to talk about how to do it. 

Plus, these videos are more likely to be watched by a rich person who might hire my agency rather than a video titled ‘How To Get 10,000 Subscribers Fast!’

Gouge my eyes out if I see another video like that.

Which is why it gets even better…

My goal is to go as viral as possible.

I want to get one billion views, in honor of my agency, One Billion Media.

But it’s not about the billion views itself. It’s about the pursuit of sharing content that’s worthy enough to go viral on YouTube. All while talking about my interests. That means I won’t post low-quality stuff.

I have to talk about the things I personally care about.

Remember, I’m a marketer. I spent my entire career converting attention into revenue.

Now it’s time to step into the ring and learn to get as much attention as possible.

My aim is to post one long-form video a week. 

But I also want to master video content as fast as I can…

Which is why I’m going to post one short-form video a day.

Yes, every single day.

I can’t think of a better way to improve my video skills than by doing this. I can even repurpose winning shorts into long-form content, so there’s leverage.

I’m going to take those shorts and post them on Instagram and TikTok too…

So my YouTube, Instagram, and TikTok will be demonstrating content. Just creating the most viral and remarkable videos I can without talking about how to do it.

But I still love teaching people about YouTube and talking about business…

That’s why my X, Facebook, and LinkedIn will be 80% build in public, 20% educational…

And my email list will be 80% educational, 20% build in public.

I still need to figure out the exact breakdown with these last four channels…

But see how it’s all coming together?

On YouTube, Instagram, and TikTok, I’m going to try and go viral.

On every other platform, I’ll document how I’m trying to go viral and teaching other people how to do it too.

Then paid advertising? That’s an entirely different story for another day… 🙂

This is my plan for 2025.

It’s risky. It’s ambitious. It’s uncomfortable. But that’s exactly why I’m doing it.

Because I know that if I succeed, I’ll have proven the principles I believe in.

The same principles I’m building my agency on, and the same ones I use to grow my clients’ YouTube channels.

Plus it’s a lot of work. But anything worth doing takes a lot of work. I’m not here to batch my content for the week and get it out of the way…

I’m here to obsess over this stuff and do it as much as I possibly can…

Because if you want to win on YouTube, or even in life, you can’t just be better…

You have to be different.

This is Week 15 of building my business in public.