i think there’s a lot to learn from up-and-coming individuals compared to those who are already at the top. for instance, there are youtubers with fewer than 10,000 subscribers who share business content that isn’t fully optimized for the algorithm. their videos might contain valuable insights hidden in the middle or end, and their thumbnails might not be perfectly designed to attract clicks.

if you take the time to discover these hidden content creators, you’ll find a wealth of business strategies and tactics that aren’t widely discussed. this could be because more established influencers with millions of views might consider these tactics beneath them, too controversial, or too niche. they might avoid sharing these strategies to prevent them from becoming overused or because they no longer need to delve into niche topics, given their broad audience.

for example, i’ve been following a content creator who dives deep into gaming subreddits to go viral. he buys upvotes to make his posts gain traction, driving traffic to his website and increasing sales or sign-ups for his app. this type of strategy is usually discussed in obscure forums but is now making its way onto youtube. i feel like the market is so saturated with generic business advice that upcoming content creators are now sharing effective, unconventional tactics to stand out.

these underground business content creators are targeting a niche audience, focusing on building a solid foundational following rather than maximizing views. they cover specialized topics that provide real value, attracting long-term followers. this contrasts with influencers like alex hormozi, who, despite posting valuable content, tends to generalize to appeal to a broader audience. this often dilutes the specificity and practical application of his advice for individual businesses.

emerging influencers are still experimenting with their content and engagement strategies. they try new topics, respond to every comment, and test different content formats. this real-time experimentation provides a unique learning opportunity. you can observe their growth and learn from both their successes and mistakes.

once these influencers reach a large following, they often streamline their content to focus on what gains the most traction and move away from niche or controversial tactics—tactics that even the most successful businesspeople use but rarely discuss, as they provide a competitive advantage.

i think some people forget that the majority of seven-figure earners don’t post on social media as their primary job. when they do decide to build an audience, their insights are definitely valuable, but their content might not initially be optimized for the algorithm. it takes time for them to find their groove, and during this period, you can hear interesting perspectives they might not share later with a larger audience.