The Viral Marketing Strategy Behind Andrew Tate’s Rise To Fame (#463)

Shaan Puri describes how Nick Huber posts intentionally provocative takes that “ruffle feathers,” drawing hate and attention that ultimately fuels reach and conversions—illustrated by 5,000 sign-ups for their session.

Shaan frames “Total Man” as a lifestyle centered on wealth, fitness, charisma, strong hobbies, and living by an internal code—along with refusing to apologize or back down when criticized.

Shaan argues major cultural and product trends often emerge as an “opposite reaction” to a dominant status quo, citing Snapchat as a counter to permanent/public social media and describing “Total Man” as a counter to softness/therapy culture and “toxic masculinity” framing.

Shaan recounts internal corporate language debates at Twitch (e.g., shifting terms for gender and “womxn”) and describes how even attempted inclusivity can backfire, plus how colleagues warned him to avoid raising “woke” debates internally.

Shaan says the biggest OnlyFans revenues he learned about come less from content and more from paid 1:1 chatting that simulates a “girlfriend experience,” often run by agencies using overseas “farms of chatters” who upsell customers.