MrBeast’s Strategy for Going Viral | What’s Behind the ‘Purple Cow’ Concept
Jimmy Donaldson—better known as MrBeast, has cracked the code to YouTube virality: create content so fresh and unexpected that it stands out like a “purple cow,” he told the Diary of a CEO podcast this week. With over 200 million subscribers, an $85 million personal net worth and a diversified empire valued at $700 million, MrBeast’s approach offers a blueprint for success in an oversaturated digital landscape.
The ‘Purple Cow’ Idea
MrBeast launched his channel in 2012 at age 13, experimenting with gaming videos and challenges. Over the past 15 years, he has gradually evolved his content, moving from simple gameplay clips to large-scale stunts, expensive giveaways and elaborate philanthropic campaigns. Today, he holds the title of the world’s most-subscribed individual YouTuber.
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Behind that staggering subscriber count lies a vast business network. In addition to global ad revenue, MrBeast has built brands such as MrBeast Burger—a virtual restaurant chain—and Feastables, his chocolatier company. He also produces an Amazon Prime Video series, YouTube’s Greatest Challenges, further diversifying his portfolio beyond ad-driven income.
Yet despite this success, MrBeast believes the recipe for virality isn’t merely hard work or big budgets. It’s originality at its core. “To go viral, you have to do something that’s never been done before,” he explained. He borrowed the “purple cow effect” term from marketing guru Seth Godin to illustrate his point: if you’re driving past a field and see an ordinary cow, you barely notice it. But a bright purple cow would stop you in your tracks and prompt you to tell everyone you know.
On the podcast, Donaldson described how that principle shapes every video concept. Rather than competing on production quality alone, he and his team brainstorm ideas that surprise viewers so profoundly they can’t help but click, watch and share. He added, “You’ll probably even think about it randomly once every couple of years: Why the f— was there a purple cow?”