How To Go Viral
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The Ocean Strategy
Your content is trapped in a box you didn't know you built.
And if you're wondering why your posts aren't reaching the audience you know they deserve, this is probably why.
I just interviewed Angelo Bahu on the Success Story Podcast. You might know him as yoAngelo—the creator behind 2.5 billion views, 10 million followers, and the viral YoNuts brand.
We talked about a lot, but one insight stood out that changes everything about how we should think about content creation.
The Niche Trap
Here's what most creators get wrong.
They think niching down means speaking only to people who already care about their topic. They create content that only other experts would understand or care about.
Real estate agents make content for other real estate agents. Fitness coaches make content for other fitness coaches. Business owners make content for other business owners.
But Angelo flipped this on its head with what I'm calling the Ocean Strategy.
Instead of staying in the safe waters of your niche, you need to take your expertise to the ocean. This means finding the universal appeal in your specialized knowledge.
Think about it.
When you create content only for people who already understand your niche, you're essentially talking to a mirror. You're reinforcing what people already know rather than expanding your impact.
Questions Beat Statements
Angelo shared a perfect example that shows exactly how this works.
Imagine a realtor posts: "New listing: Beautiful 4 bed, 3 bath home in Beverly Hills. $1.5M"
Nobody cares.
But change it to: "Is this Beverly Hills home worth $1.5M?"
Now you've got something.
The first post speaks to buyers in Beverly Hills. The second post speaks to everyone who's ever wondered about property values, dreamed of living in Beverly Hills, or simply enjoys judging whether things are worth their price tag.
This small shift changes everything. You're not just stating facts—you're inviting people into a conversation. You're letting them be the expert. You're creating engagement through curiosity.
And here's the thing about curiosity: it's universal.
When you pose a question instead of making a statement, you transform your content from a broadcast into a discussion. From a lecture into a conversation. From a sales pitch into entertainment.
Think about the last time you got caught up scrolling through comments. It probably wasn't on a post listing features and benefits. It was on something that made you think "I wonder what people are saying about this?"
The Universal Language
This principle works across every niche.
A fitness trainer could post their exact workout routine. Or they could ask "Would you rather do 10 burpees or 50 pushups?"
A chef could share their perfect recipe. Or they could show a controversial cooking technique and ask "Right or wrong?"
A business owner could share their revenue numbers. Or they could ask "What would you do with your first $100K in business?"
The magic happens when you find the intersection between your expertise and universal human interests.
Everyone cares about:
Money and value
Status and lifestyle
Right vs wrong Better vs worse
Easy vs hard
These are the topics that transcend niches. They speak to fundamental human curiosity and drive engagement naturally.
But here's what most people miss about viral content—it's not about dumbing things down. It's about making your expertise accessible. About finding the part of your knowledge that connects with basic human desires and curiosities.
YoNuts didn't go viral by targeting donut enthusiasts. They went viral by tapping into everyone's desire for novelty, indulgence, and entertainment.
The best creators aren't just experts in their field. They're experts at making their field interesting to everyone else.
Breaking Out of the Box
The real power of the Ocean Strategy isn't just about asking questions.
It's about understanding that your expertise is most valuable when it reaches beyond your immediate circle.
Most creators build walls around their content without realizing it. They get so caught up in industry jargon and insider knowledge that they forget how to speak to the rest of the world.
What Angelo understood that most miss is this: your niche knowledge isn't a cage to trap you—it's a lens through which you can view the world in a unique way.
But you have to translate that view into something everyone can understand and care about.
When you do this right, something incredible happens. Instead of diminishing your expertise, you actually enhance it. You become known not just as an expert in your field, but as someone who can make complex topics accessible and interesting to everyone.
That's real influence.
And in today's creator economy, that's what separates those who stay small from those who reach the ocean.
The best part? This works whether you have 100 followers or 1 million. It works whether you're selling courses, consulting, or physical products.
The key is to stop thinking about your content in terms of what you want to say, and start thinking about the universal curiosity you can tap into.
Take your expertise. Find the universal appeal. Let the ocean carry it to new shores.
– Scott