In the 2010s, I had a career in social media and was hired mostly because of my innovative content…

MrBeast says he built his $700M YouTube empire on the “purple cow effect”

In the 2010s, I had a career in social media and was hired mostly because of my innovative content and strong social voice. Trying to convince clients to cut through the din with new ideas rather than chasing trends, however, usually proved futile. I can’t tell you how many times we pitched unique concepts only to be told — by major studios and streamers, mind you — to just mimic some overplayed meme.

And now, when asked about the key to his social media success that led to a whole multimillion-dollar goddamn empire, Mr. Beast says it’s all about unique content (aka the purple cow effect).

So fucking frustrating.