Creator Science #254: Caleb Ralston – Meet the Secret Strategist Behind Alex Hormozi and GaryVee
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May 7, 2025 
Caleb Ralston, a strategist and brand builder celebrated for scaling GaryVee's TikTok from 300k to 3.5 million followers, shares his insights on content creation. He discusses the importance of being intentional with content and utilizing data-driven strategies for audience growth. Caleb also reveals his unique approaches, like the 'accordion method' for engagement and tips on hiring the right team. He emphasizes authenticity, the significance of storytelling, and how to effectively repurpose content across platforms.
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The Accordion Method for Volume
- Post high volume content initially to gather audience feedback quickly.
- Use the "accordion method" to reduce quantity and increase effort on top-performing posts.
Reverse Engineer Your Brand
- Build your brand by reverse engineering from your desired outcome.
- Stay intentional to avoid becoming known for something you dislike and prevent burnout.
Balance Niching and Authenticity
- Niching down grows your audience faster but risks burnout and loss of self.
- Express different facets of yourself across platforms to keep content interesting.