Thread by @TheCoolestCool

Andrew Huberman went from a Stanford professor to a multimillionaire.

He has 5M YouTube subscribers, 1.1M X followers, 5.1M followers on IG and one of the top podcasts in the world.

A Ph.D. who changed the content marketing game.

Breakdown of how he did it 🧵

Let's run some numbers, in just 3 years on YouTube he has:

~3.5 Million monthly Spotify & Apple listeners
~5 Million Instagram followers
~1.1 Million Twitter followers
~4 Million YouTube subs.

Andrew is considered by many to be the coolest scientist next door on the internet.

Every month more than 6,600 people search Google for:

"Andrew Huberman morning routine"

His fanbase is so obsessive that videos of people trying and mimicking his "Morning Routine" generate millions of views.

He has multiple income sources:

1/ Social Media, YouTube Ads, Patreon Account
2/ Scicomm Media (behind Huberman Labs)
3/ Associate Professor at Stanford
4/ Live shows, Guest Appearances
5/ Brand Deals

He even uses a slice of his earnings to fund research projects.

But the guy did 20+ years of hard work:

• Postdoc, Stanford Uni., Neuroscience (2010)
• PhD, Uni. of California, Neuroscience (2004)
• MA, Uni. of California, Psychology (2000)
• BA, Uni. of California, Psychology (1998)

Impressive right?

That's a commitment to learning.

Here's how went from Ph.D. to internet sensation 👇

#1. Consistency & Core Expertise

Andrew is far from an overnight success! I dug up his oldest video from 2010, where he confidently discusses genetics and vision.

Pure passion for science.

Start early to become great.

In 2021, he was uploading videos with handmade sketches on Facebook with breakdowns that would help people understand how to burn fat.

This style of content has taken off since then and more and more fitness / health influencers are using illustrations to tell their story.

Over the years he's created a TON of content:

1) 170+ Youtube videos
2) 1,000+ Instagram posts
3) 150+ podcast episodes

This consistency with the full-time science profession is no joke!

Research + Credibility + Quantity + Quality = Huberman Success Formula

#2. Made Science Easy (granular yet simplified)

He went against the trend.

Going deep into scientific topics without caring about time. He was doing 3-hour podcasts while most of them were doing maximum hourly podcasts.

Fascinating topic selection:

He talked about what no one else was covering:

– Cold plunges & energy flows
– Testosterone optimization
– Sleep, Diet, Workouts
– Psychedelic Drug Use
– Breathing techniques
– Trauma, happiness
– Circadian rhythms
– Hormones

And a ton more.....

Broke down the most taboo stuff!

– Consumption of Alcohol
– Masturbation
– Sex Drive

Some of his MOST viral videos on these topics only⬇️

One of the most underrated podcasting strategies is SEO / CRO.

Don't just share a basic description.

Include links. Include keywords. Make the description WORTH reading and WORTH finding.

Here are the exhaustive podcast descriptions with exhaustive research sources.

#3. Collabs w. Other Top Creators:

You can't get to the top alone. You have to build partnerships and collaborate. My favorite idea for growth is building with OPP:

Other Peoples People.

Inviting guests on a podcast is one of the easiest ways to expand your reach and connect.

Some notable guests:

– Tim Ferriss, author of 4-hour work week
– Dr. Sam Harris, a consciousness intellectual
– Dr. Paul Conti, an expert in treating trauma
– Dr. Rena Malik, a pelvic medicine expert
– Dr. Layne Norton, a nutrition expert

You know how celebs used to do talk show tours? A strategy today that works well is doing podcast tours. In 2020, Huberman made a series of appearances on:

i) Joe Rogan Experience
ii) Lex Fridman
iii) Rich Roll Podcast

A total of 50M views that year made him mainstream.

I think he and Lex are really good friends now (lol)

#4. Business Acumen:

He has sponsors, merch, newsletters, paid memberships, businesses, and live events.

Andrew understands the power of diversification.

He is even doing live events.

In February, Andrew will be doing an Australian tour.

He'll be hitting up Melbourne, Sydney & Brisbane.

Tours are no longer limited to comedians and musicians. Creators can also build stronger connections and revenue by speaking on stage.

For sponsorships, he is super selective with brands and has corporate partnerships with many of them:

– Athletic Greens
– Better sleep
– ROKA
– LMNT
– Helix and more (all related to his niche)

Momentous is a DTC health brand that he's sponsored by and is even on the Advisory Board of the company. My research found that there are more than 1,500,000 searches for "creatine" each month.

If Momentus captures some of that...

This will be a huge win.

Huberman Lab offers a Premium Membership ⬇️

The audience gets exclusive bonus content and episode transcripts.

The subscription fees:

~ $10/month
~ $100/yearly
~ $1500 for life membership

Smart pricing to drive optimal subscriptions.

The "The Neural Network Newsletter" has 400K + subscribers.

The entire site generates about 96.3K organic visits a month.

It has over 107k backlinks and ranks for more than 36k various keywords.

PLUS, there is his media company behind all this.

Andrew is the founder of Scicomm Media!

Diversify. Diversify. Diversify.

There is also a Huberman Lab shop merch store.

This is something you can do successfully when you have a cult following. Merch is a great way to foster a deeper connection and create a community that people WANT to represent.

Here's a glimpse into his way of thinking.

- Stayed Consistent
- Made Science Accessible
- Had 20+ years of niche expertise
- Mastered the business game around his content

That's a wrap!

Please retweet the first post in this thread if you found the research interesting and ideas valuable. Follow @TheCoolestCool for more insights on marketing, distribution, and SAAS.

https://twitter.com/TheCoolestCool/status/1718993197295350244

Also... If you've made it this far you must REALLY love content.

So check out this breakdown on Morning Brew.

https://twitter.com/TheCoolestCool/status/1708850877958955145

And this one on how brands can use Reddit to drive ridiculous results:

https://twitter.com/TheCoolestCool/status/1696935059322974534