Alex Hormozi’s Video Strategy: How Persistence Built a Multi-Millionaire Founder

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    At twenty-one years old, Alex Hormozi graduated Magna Cum Laude and jumped straight into a fancy consulting gig. Fourteen years later, he would be known as one of the most successful entrepreneurial creators of all time, shipping long and short-form videos over YouTube to build his platform.

    Now a specialist in company acquisitions and scaling, Hormozi is the master of the profitable side hustle. As per his YouTube bio:

    “Day job: I invest and scale companies at Acquisition.com | Co-Owner, Skool

    Side Hustle: I make free content showing how we do it.”

    With this approach as his foundation, Hormozi has posted over 2,800 long-form and short videos in just five years on YouTube. But this story isn’t about the destination, it’s about what Hormozi did to get there.

    You’re a founder building your short-form video strategy, and at ANTEATER, we’re obsessed with helping you get there.

    To give you your next best step, we’re breaking down what Alex Hormozi is doing to succeed. Three tactics, one successful creator, and the best next step you can take to enhance your existing strategy.

    Let’s go.

    Tactic #1: How to Win (at Audience Targeting)

    Source: Alex Hormozi on YouTube

    The first powerful thing Hormozi does is understand his audience to a T.

    Knowing your audience is the key to unlocking every other aspect of your content strategy. It’s the cornerstone, a marker that defines not only what you make, but where you release it.

    Hormozi’s target audience? Himself, ten years prior. Entrepreneurs, up-and-comers, aspiring business leaders who are ready to do the work. This knowledge ripples outward, impacting where he talks to them, how he talks to them, and the kind of information he offers.

    When you understand your audience, you also inherently understand:

    ·         Where they’re looking for information

    ·         What they respond to most

    ·         Where your value and their need intersects

    Where Hormozi Found his Audience

    The majority of Hormozi’s target audience lives across two platforms: YouTube and LinkedIn. This aligns with their classification as existing or aspiring entrepreneurs.

    Other people might come across Hormozi’s content and enjoy it on these two platforms. While that’s beneficial for his view count, these viewers are incidental, because they are unlikely to delve any further.

    What Hormozi’s Audience Responds To

    In short: he’s helpful, direct, and motivational, backed by his tangible experience in scaling businesses from the ground up.

    He’s all about the grind; getting up and doing the work so you can find success. He boasts a ‘no excuses’ mentality, and he’s not shy about telling his audience members not to give up, that their hard work is what they need to succeed.

    While his style is somewhat confrontational, his audience relies on that from him, and appreciates his attitude as someone backed by business success offering a look behind the curtain.

    Where Hormozi’s Value and His Audience’s Needs Intersect

    A large part of the appeal of Hormozi’s content is the ‘behind-the-scenes’ nature of it. Most people – even business owners - don’t purchase companies with any kind of regularity. His content gives them a peak behind the curtain at an acquisition investor’s mindset, which broadens his content’s appeal.

    Most importantly, Hormozi has had major failures in his past, and transformed those lessons into a rock-solid success story. His audience needs advice to scale their businesses without tripping up, and he has the experience to guide them. His audience wants to become incredibly wealthy, and he has a bank account that can lend weight to his advice. This is a masterclass in meeting audience needs.

    Tactic #2: Outwork the Algorithm

    Source: Alex Hormozi on YouTube Shorts

    Hormozi posted his first video on YouTube in October of 2019. It was the only video he would post that year. But in 2020, with the world rocked back on its heels, he started posting religiously and has not stopped since.

    In the four intervening years, he has posted over 2,800 long-form and short-form videos to YouTube. That’s roughly 700 videos a year (short-form and long-form). In his persistence, Hormozi did what many creators find it tough to do: he outworked the algorithm.

    He’s got a history of outworking his competition. Having lost everything on a gym franchise twice back in his early twenties, he could have thrown in the towel and let matters lie. But the difference is that he took just one more step, licensing Gym Launch as a Hail Mary, and the work paid off. This manifesto, the “never quit” mentality, is the bedrock of Hormozi’s approach to life, and he’s not afraid to show it.

    Across every single one of his platforms, it’s clear that he is throwing down the gauntlet. He almost challenges his viewers with his lifestyle, his business acumen, his physical fitness, declaring, “I’m going to outwork you, so come and get me”.

    But this work has a purpose. He’s built an audience as a way to market his external projects.

    A conversion for him is a subscription, transitioning an interested consumer onto his real estate (an email list) rather than relying on a social profile hosted on another platform. The appeal is the same: to get access to free information or inspiration from an experienced business mind.

    Tactic #3: Never Stop Upcycling

    For many founders and entrepreneurs who want to get into creating video, a major tripping point is the ‘content hamster wheel’. Constantly putting energy toward creating content for different platforms is difficult in the first place. As a supplement to an existing career in business, it’s almost impossible to keep up.

    The secret? Upcycling and batching.

    Filming high-quality content in batches, then upcycling pieces of it into new content for different formats or platforms. This is essentially creating raw content to be used in a variety of different ways, rather than looking at each piece as ‘new’.

    Batching: Hormozi’s Video Strategy

    Source: Alex Hormozi on YouTube

    One of the markers of Hormozi’s channel success is the prolific number of shorts he’s created since he began posting them in January of 2022. He likely has a batching system in place, filming a batch of shorts all at once and then scattering those edited pieces across a staggered release schedule.

    On top of that, he has a rotating series of video ‘recipes’ he relies on to draw in his audience and communicate the value they’re looking for. Some of the most common recipes you’ll see across his channel include:

    ·         The walk and talk

    ·         The conference set-up

    ·         The behind-the-scenes meeting

    ·         The podcast set-up

    ·         White boarding

    ·         In-studio teaching

    In terms of his long-form videos, these act as the anchor for his YouTube channel. They’re in-depth explainer videos or advice deep dives, offering a behind-the-scenes look at what an experienced business owner would do in different situations. The style of these videos is deliberately low-production, drawing focus to the quality of the advice rather than the aesthetics of the video.

    From there, Hormozi can also edit a batch of shorts from these long-form videos to release as promotional or upcycled content. This streamlines his efforts, minimizing the amount of work he has to do to produce so much content.

    Day-trading attention: Hormozi on LinkedIn

    Source: Alex Hormozi on LinkedIn

    Finally, Hormozi puts a bow on his content strategy by being active on LinkedIn. Cross-posting is a powerful way to reach your target audience on multiple platforms. Not only does this allow him to build a wider audience, but it also lets him share content  more regularly with loyal community members.

    This builds a bridge between his two most popular platforms, inviting viewers to re-engage with his content so that prospective leads can find his conversion points. While his content is often self-promotional, it’s also genuinely valuable, and that’s what allows his audience to trust him with their attention.

    An embedded LinkedIn post from Alex Hormozi's profile.

    Across each of these strategic pillars, Hormozi uses every small opportunity to promote what he does, while still providing genuinely useful content. Beyond that, he uses this self-promotion as a platform for his authority and business acumen, building trust with his audience while bringing interested customers into his pipeline.

    Gary Vee calls this ‘day-trading attention’.

    The more business owners he can attract to his content, the more he can do with them. This translates to monetization of the channel, ad-selling, and an active pipeline of high-level business owners moving from his content to his external ventures.

    What You Can Do Next

    Overall, there’s a lot to be learned from Alex Hormozi’s approach to content creation. But at ANTEATER, there’s one lesson that stands out to us.

    Hormozi knows how to speak to his desired audience effectively, and creates clear conversion points they can dive into as they wish. By offering goodwill advice at a prolific rate and cross-posting to different platforms, he’s built a loyal and diversified audience of prospects that feed his various pipelines.

    The key? Persistence. Virality is not the goal. Generating high-quality leads that believe in what you have to offer is the goal.

    Across this entire article, we’ve never mentioned how many subscribers Hormozi has. Why? Because for entrepreneurs and founders, success in this arena is not necessarily about a high subscriber or view count. It’s about converting the attention your content gets into what your business really needs: authority and sales.

    Start with this: Find the intersection between what your audience wants from you, and what you can easily deliver for free.

    This is the age of goodwill content. Advice offered freely that can genuinely help your target audience members will build a consistent source of leads for your pipeline while boosting your authority as a founder.

    We’re rooting for you.

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