Arman Tsarukyan OPENS UP: UFC Title Snub, Dana White Beef & Fighting for Armenia | PBD #786

Arman Tsarukyan is one of the most dangerous lightweights in the UFC, but he is also building a parallel career as a viral content creator. In this conversation, he explains how he balances both, why he turned down only one fight in his career, and what he learned from his early loss to Islam Makhachev. He also opens up about his upbringing, his relationship with money, and his view of the UFC as a business.

The Content Engine: Natural, Not Manufactured

Tsarukyan’s social media success did not come from a strategy session. It came from noticing a pattern. After a fight win, he would get around 40,000 likes. After posting a video of himself eating at In-N-Out, he got 250,000 likes. "I said, why I beat this guy and I didn't go viral, and I just post the burgers and I went viral." That signal told him his lifestyle—private jets, cars, food, training—was the content people actually wanted to see. He does not plan his posts. "If we're gonna think and see, it's not gonna be natural." His team films whatever they are already doing: wrestling, boxing, running, eating. The content is the life, not a production separate from it. He also refuses to buy followers by giving away cars. "I don't wanna do that because I just want who wants to follow me if they like my content." The result is a sponsorship pipeline that has grown from $500,000 per brand per year to $3-4 million per brand