Matt Carriker

The King of the Demolitia, super vet and master renovator may have more to teach you than you expect…

• 18M+ followers on YouTube: Demolition Ranch, Off the Ranch, Vet Ranch 

• 1.5M followers on Instagram

• 271.1K followers on Twitter 

• 1M followers on Facebook 

I was curled up on the couch in our first apartment, diligently reading a summer assignment in preparation for my first official week back in college, my husband browsing YouTube. 

A familiar voice started rolling, but there weren’t any exploding watermelons or metallic clicks of loading weapons. Instead… puppies 🐶

This was the day I discovered Matt Carriker was far more than a firearms connoisseur with a good sense of humor—his content covered topics that introduced him as the first content creator my husband and I could both enjoy. 

From Bunker Branding Co. to Fair Oaks Ranch Veterinary Clinic, Matt has grown a dedicated community known as the Demolitia—something my whole family is proud to be a part of.

Years later, I still love Matt. And now, his following has exploded (so has his collection of projects). 

So what exactly can B2B content marketers learn from a veterinarian, King of Demolition, and DIY expert?

My take… Matt’s got a lot to teach us. And I’m not even sure it’s intentional. 

Non-Interview Based Collabs

In a recent interview, Matt shared that his first year of committing massive time to YouTube wasn’t a success. He invested far more than he got out of it. In his second year, he broke even. 

After that, one lucky stroke won him viral status, exploding his reach and following. Matt now hosts legendary soldiers, celebrities, and creators. But he usually doesn’t ask them a single question. 

BUT. They. Still. Work.

His secret? Fun. 

Even now, his most popular videos are the weird ones. He doesn’t do how-to’s or conventional reviews. The ones that really win have footage of Matt and his guests being genuine firearms junkies and goofballs. I’m talking videos with titles like, “How Deep into Dirt Will it Go?” and “I Shot My Truck with a Tank…” 

While I don’t condone B2B content marketers experimenting with heavy military machinery, there is a lesson here. 

Lean into what really interests you and your team. 

What sets you apart? What gets you really fired up? And how can you feature guests without a traditional interview setting?

Creativity won’t burn you—I promise. 

Segment, But Leave Threads

The magic of Demolition Matt is that followers aren’t inundated with all of his content… unless they want to be. 

The first several months of hearing his voice in the background as I cooked, studied, or relaxed were all about shooting bullets through massive walls of slime and pushing the limits of his channel-famous dummy—nothing wrong with this content, just not always my cup of tea. 

Until it was more than that. 

Queue the mansion renovation and life-saving vet videos. 

Matt keeps his channels separate. But on each, there’s a quick, easy way to get to the others. No ad-y quips. Nothing like, “Make sure to check out my other channels.”

It’s subtle. But crystal clear if you’re looking for it.

Ask yourself—who is consuming this specific piece of content? Why? What do they want? And how can I give it to them?

If your content needs to reach different audiences, throwing all your content into a single channel isn’t the way to do it. 

But it is a great way to overwhelm, confuse, and lose their trust and attention.

Segment, but leave threads for those ready for the next step.

A Unique Approach to Follower Appreciation

Matt does what many creators do—giveaways. But they are subtle and for his MVP followers. Usually, the giveaways include something featured on the channel like vehicles fixed up by the Demolition King himself.

BUT he does something a little different too. 

He hosts guests in his home and at the “Demolition Resort.” Just anyone can’t make the cut. The common thread shared by Carriker family guests? They are genuinely good people making a difference in the world. 

Matt tends to lean towards people he wants to return support to. From hosting followers in his home to only supporting local businesses in his renovation projects to donating significantly to local schools, charities and organizations. 

Every piece of content featuring a collab or shoutout feels like a warm hug from a family member. 

No formality. No paid ads. Only genuine support and FUN. 

The other content Matt shares rounds him out as a person—he’s a fantastic Dr., a loving father and husband, and a savvy businessman. More importantly, he’s driven by strong morals and goals, but with a caveat—he’s here to have fun. 

That’s it, ya’ll. Happy creating!

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Creators for companies is the future. Now’s the time to dig in. 

Leading the way with strategic storytelling,

Paige Peterson
Lead Writer, Sweet Fish