MrBeast, one of YouTube’s most successful creators, says his secret to viral success lies in the “purple cow effect”—creating content so unique that it becomes impossible to ignore.
In a recent episode of the Diary of a CEO podcast, Jimmy Donaldson explained why standing out in an oversaturated market is crucial for content creators.
“The thing is, to go viral, you have to do something that’s never been done before,” he said. He compared it to spotting a purple cow—something so unexpected that people can’t help but talk about it.
According to MrBeast, most content online is like a regular cow—forgettable. But when an idea is so different and shocking, people feel compelled to click, watch, and share.
His YouTube empire, reportedly worth $700 million, thrives on outrageous, high-production videos, such as “I spent 100 hours inside the Pyramids” and “$10,000 every day you survive in a grocery store.”
These projects require millions in production costs and extensive planning, making them nearly impossible to replicate for smaller creators.
Donaldson also noted that original ideas are difficult for a reason—they require complex problem-solving and significant resources.
While many creators try to go viral, only a few can consistently execute ideas at this scale, making it a winner-takes-all market at the top of YouTube.
His insights reinforce the challenge of breaking through the noise in digital media, proving that true success comes from doing what no one else can.