Matt Ryder explains his content-creation strategy: he deliberately avoids aiming for viral reach and instead targets a narrowly defined, high-quality audience. He prefers using specific, nuanced language to attract the ‘right’ viewers—primarily males aged ~25–40 in English-speaking countries (Canada, US, UK, Australia)—because those viewers are more likely to become buyers; total view counts (e.g., 10k vs 100k) matter less than reaching that audience.
Chapters
The reason I don't care about going viral is because of the right people aren't watching, then who cares? So I've always said, like, I'll use big words, I'll speak very specifically, I'll be nuanced, I'll ask extra questions and I won't talk about like crazy things like how to make a billion dollars a day online by doing nothing on your couch because I don't want the wrong people watching. If you look at the back end, the demographics of my channels, it's all like 18 to 40 or so, like 25 to 40, basically, males living in either Canada, US, UK or Australia. And that's a highly targeted, very quality audience. And what that means is that if as long as I continue to talk to them specifically and I continue to talk to people who are my buyers, then if it gets 100,000 views or 10,000 views, it really doesn't matter because I only need those people to see it because those are the people that are going to buy. So what's the point of a bunch of other people seeing it from random dopamine hit and with a bunch of people that I don't give a shit about liking a post that I don't care about?
