Mr Beast has more than 10 lines of business across his multi billion dollar empire.

You are not Mr Beast. I am not Mr Beast. But we can learn something from all of his different ventures and the connection between product and content that we can apply to our own businesses and life. Lessons at end of letter.

Social channels

• Mr Beast has over 25 total youtube channels (many of them just for dubbing)

• Only 1 person in the world has more combined followers (Cristiano Ronaldo)

The majority of the business from the social channels directly is platform monetization, in video sponsors which pay millions per long form video as well as promoting their own products!

 CPG:

• Feastables: Mr Beast’s Ethically Sourced Chocolate Brand with additional products

• Mr Beast Lab Toys: A toy product and IP line inside Walmart, Target etc

• Lunchly ~ a joint venture between Feastables and Prime

• Other CPG collaborations including Jack Links Beef Jerky recently

• Long Form Platform Shows:

  ~Beast Games on Amazon prime which is a long form show (est budget of 100M for Season 1. Season 2 coming next.

Image from season 1

SAAS Products: VIEWSTATS

-ViewStats is a web-based analytics tool built for YouTube creators, allowing them (and their fans) to track channel metrics, monthly ad revenue estimates, subscriber growth, etc. It charges a monthly subscription and is growing fast.

Other:

There are rumors that Mr Beast & co will be launching or white labeling through a bank for services. There are more than a dozen additional businesses that have been rumored or written about.

HOW TO APPLY THE MR BEAST EMPIRE STRATEGY TO YOUR BUSINESS:

Here are the big takeaways

~Build evergreen content that promotes your brand so you effectively have 1,000 little soldiers (content) going to war for your brand every day after release day. Beasts catalog is now thousands of evergreen videos. Also keeps you from disappearing or fall off risk.

~Promotional content can be more fun and turned into shows & games.

~If you are not the creator, work with the Mr Beast of your niche. He fundamentally changes the brands and businesses he works with!

~If you’re a creator: build the products that your audience wants and promote them relentlessly and authentically.

~Have side channels for experiments and always be dialed into the community.

~Diversify your platform presence and never rely on just one platform. Beast is very diversified across platforms.

~Collab with everyone in your niche. It has served the Beast team well.

~Community engagement through giving back is powerful and builds depth with audience too.

It’s very important to mention his philanthropy angle as well and a fantastic thing to add:

Beast does this better than anyone with his youtube channel “Beast Philanthropy” where he creates content around charity on social. He takes all the proceeds from these videos and uses them (and other donations and challenges) to fund more good for the philanthropy!

You can check that out here: https://www.youtube.com/results?search_query=beast+philanthropy

Most airlines treat social media like a place to post press releases with emojis.
Ryanair did the opposite, and it changed everything for them.

They didn’t chase viral trends, and they definitely didn’t try to make themselves look polished or premium.

They made one simple decision:

“If we’re going to be the butt of the joke anyway, we might as well own it.”

@ryanair

you thought it was free? 🪟 #stitch w/ @Molly #ryanair

That’s it. That’s the strategy.

And it worked because it matched exactly how people already talked about them.

Instead of the usual corporate tone, their social team leaned into:

• self deprecating humor

• low budget edits

• chaotic personality

• being in on the joke

• calling themselves out before the comments could

It was messy.
It was unfiltered.
And it was miles ahead of every competitor who’s still trying to sound like a customer service menu.

Here’s the part executives miss:

They didn’t change the airline. They changed the voice around it.

Twitter tweet

People don’t follow brands because they “care about the brand.”
They follow them because the content is entertaining.

Ryanair figured out the formula:

• Be honest about what you are

• Don’t pretend

• Make it fun to pay attention

• Talk like a human, not a brochure

• Do it consistently

A budget airline beat out global competitors on TikTok because they embraced the one thing every brand has but rarely uses. Personality!

They understood the platform. They understood the audience. And most importantly, they understood the joke.

And when you do that, the algorithm, and the culture, rewards you.

👇 The full breakdown is below

Inside the full version let’s find out:

• How Ryanair built a brand voice people actually want to follow

• The difference between “funny” and “trying to be funny” (most brands get this wrong)

• Why low production content performs better for 99% of companies

• The internal process they used to approve content without killing the joke

• How to apply the Ryanair model to any “boring” industry without looking unprofessional

Most brands tied to an influential individual do not use them properly. They use them as a talking head rather than as distribution and a face for their products and marketing stunts. This is a story of a 0-5B job done right.

Kim Kardashian attends a SKIMS pop-up activation in Los Angeles, posing with branded treats

Skims has been around since September 2019 and has a current valuation of $5 billion, as of its most recent funding round in November 2025. Kim Kardashian is the largest shareholder and this is an example of a celebrity brand done right.

This is how Kim Kardashian and her co-founders pulled it off:

First off: Fantastic product. Great reviews across the board. A market up for the taking given the decline of brands like Nike and Lululemon among young people.

There has never been less brand loyalty to faceless brands.

Enter KIM K: one of the most followed people on the planet. Why? Stunts.

SKIMS unveils a giant inflatable installation in Times Square to promote its swim collection.

Kim Kardashian understands the stunt as well as anyone.

Stunts IRL. Stunts in her reality TV show. Stunts on magazine covers.

Stunts in every walk of life. Now Skims.

They have a very minimalist vibe which is on trend but I’m certainly not an expert in women’s clothing so we’ll leave it at that there.

Back to the stunts.

Here’s are two of recent ones that have ALL gone mega viral driving people back to the brand and their tentpole products. leveraging social:

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This is where your content literally works for you.

It works especially well for service based businesses.

1. Do the service.

2. Film the service (in a unique way)

3. Post the service

4. Optimize the posts of the service

5. Attract more folks that want service because of your content

6. Do the service for more people & improve

7. Optimize and scale

   Here’s an example of someone doing that well in a niche I love:

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The Cheese Store Of Beverly Hills has gone from 29k to 253k followers on Instagram in less than a year!

They’ve grown their total footprint on social to over 750,000 followers and are doing more than a million views per day.

Most businesses have little to no digital presence and think it requires tens or hundreds of thousands of dollars to get started. This is not the case.

This is the strategy of The Cheese Store Of Beverly Hills and how you can scale your own business off these lessons:

CONTENT STRATEGY 

Instagram/Tiktok/Shorts

They identified THE thing that clicks with audiences that they UNIQUELY have and turned them into daily formats across all major video friendly platforms:

• Cutting Giant Cheese Wheels ex: https://www.instagram.com/reel/DMf6XSOJg32/?igsh=MTZ0c25ta2x2djFuOA%3D%3D

• Filming taste tests and orders

• Cheese of the day Format ex: https://www.instagram.com/reel/DPCFbV3Cc_M/?igsh=cGp5bmZ0OXVyeXdr

• 22 Million view Youtube Short: https://www.youtube.com/shorts/aP3_xcggYb0?si=yz4SQ3CEMRCYQggi

Other formats

• Podcast ~ They even did one with Benny Blanco (although inactive for a few months now)

• Long Form ~ They’ve recently started putting out long form videos on YT for extra depth.

What these guys have done well are a few fold:

• They have accurately identified THE MOST INTERESTING & UNIQUE thing in their business (The Shock and Awe factor)

• Incredible consistency

• Expert team where passion is clear

• Platform diversification

• Lots of characters

The results of these efforts:

• New lines of biz straight from these including YT adsense, Merch sales, tiktok monetization, meta monetization etc

• People wont choose another Cheese store locally

• When traveling~ people want to go to THIS store just because they’ve been seeing all the content online

• Increased brand loyalty

Now the important part….

WHAT YOU CAN TAKE AWAY FROM THIS AND USE FOR YOUR BIZ:

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This is kinda wild. Two separate AI songs are trending.

One is atop the country charts and the other has been used in 100,000 videos on tiktok.

Here are the songs and what this means:

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Toby Burd had 907 followers 5 days ago.

He has 92k right now and will have 100k tomorrow. Possibly 250k by next week. +++

This is the GENIUS format that Toby Burd came up with himself as a non creator to take him to stardom and what YOU can takeaway from this and apply yourself:

Toby Burd launched a format where “For every new follower I get, I will dance for 1 second”

and then:

Day 1: 1 follower - 1 second of dancing -

Instagram post

Day 2: 98 followers - 98 seconds of dancing

Instagram post

Day 3: 19k followers - 5+hrs of dancing

Instagram post

Day 4: 80k - 16.8 hrs of Dancing

Instagram post

He made a promise to his audience and is actually fulfilling it and so much more.

YOU HAVE TO FULFILL YOUR SOCIAL MEDIA PROMISES OR PPL WILL TURN FAST.

He actually posted a sped up version (linked above) of himself dancing for 5hrs.

Toby did 3 things VERY well because most people that have something pop off start acting inauthentic or start posting ads immediately etc…

1) Toby has gone the opposite direction. INCREDIBLY AUTHENTIC.

2) Toby has: Created an additional interactive game with his community where they get to pick the songs he’s dancing to in the next videos!! he goes with whichever song has the most comment likes that day. Those comments are getting 5-10k+ likes each!

3) He is posting videos in addition to the format educating his audience about himself. Being VERY vulnerable in them about how he has been trying to garner an audience for 7 years and trying dozens of things while nothing worked. The comments agree that “They made the right person famous.”

Tobys videos have millions of views in just a couple days and his followers keep going up.

He also has a very old fashioned social media editing style and energy which i think plays well into his character. Almost musical.ly like. He also posts honest IG stories engaging with his community.

He is currently planning his 100k video.

I could see this guy running things up to 1M and beyond.

Maybe by the end of the month at this rate.

Take aways: Build interactive games and challenges that incentivize your audience to follow and fulfill those promises. Don’t make promises you can’t keep on social!

See you tomorrow.

Access The Hobby Letter Catalog By Logging Into Your Account: TheHobbyLetter.com

Best,

Buster

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Justin Bieber started live streaming almost every day on Twitch a few weeks ago

• He works out

• Plays music

• Skates

• Plays basketball

• Talks with friends

• Playing video games

• Honestly just has a good time being him while owning his platform.

Sub Point: He referred to one of his streams as being Truman from “The Truman Show”

There are some economic benefits from these streams as well. Lets get into it.

Here’s what you need to know and WHY THIS MATTERS:

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_______________________________________________________________________

TBPN IS MY FAVORITE ONLINE SHOW RIGHT NOW. 

They interview folks in tech in high power but rarely very public.

They also have the big guests like Zuck, Satya, etc

One of my favorite things they do is graphics on social.

It fits their brand and their algo so well.

HERE THE GRAPHICS ARE, WHAT MAKES THEM SO GREAT AND HOW YOU CAN DO YOUR OWN VERSION:

(A new addition) The Hobby Letter Collectible Of The Day: https://ebay.us/3UOO5b 

Ben makes sports commentary videos.

Ben was getting denied from jobs “left and right” according to him and didn’t know how he was going to “make cheese”

He started making videos talking about players, games and making skits.

• 1 year ago he had 40k followers on Instagram.

• 1 month ago he had 175k followers.

• Today he has 417k followers.

• Next month he might have a million!

HERE’S HOW things took off in the last few days and what we can learn from it as creators, marketers and entrepreneurs to apply ourselves:

This is phenomenal. I love niche social networks like this. Manny Marotta has a network of accounts basically doing “on this day in history” posts but positioned as if they’re happening as news. It’s brilliant and fun.

100 years ago live: https://x.com/100YearsAgoLive

• Covers stories from 100 years ago as if they were happening today

• Covers stuff that no one else on the platform does

• Feels very special when something memorable hits the timeline

• He’s able to schedule out all his content for the year in advance!!!!

25 Years ago live: https://x.com/25YearsAgoLive

50 years ago live: https://x.com/50YearsAgoLive

250 years ago live: https://x.com/250YearsAgoLive

Monetizes via: