Welcome to Created, the newsletter that’s better than a free slurpee from 7/11 today (you’re welcome). Here’s what we got today:
- TikTok's new rising star...and why his videos get millions of views
- YouTube launches tool to help creators "erase" copyright music
- Why Gordon Ramsey Minecraft trended on YouTube
Jordan Howlett Broke TikTok...From His Bathroom
Watch out, Charli D’Amelio. TikTok has a new rising star.
Jordan Howlett has 12M followers, recently collabed with Kevin Hart and Donald Glover…and did we mention he films it all in his bathroom? I’m not shitting you.
Backstory:
- In 2020, Jordan made a few viral comedy TikToks. The relatable twist? Each was filmed with him speaking to his bathroom mirror.
- His videos range from revealing Olive Garden's alfredo sauce recipe to the best way to heat up a Krispy Kreme donut.
- His last 10 TikToks on average got 3.3M views and celebrities and brands like Apple, Verizon, and Carl's Jr are knocking at his door.
Wait...how does he keep going viral?
He hasn’t left the bathroom.
When most creators in Jordan’s shoes would’ve expanded — Jordan doubled down on his bathroom mirror format.
He didn’t launch a podcast or a popcorn brand (sorry, Charli). He didn’t hire a team of writers and editors.
Most of his content still takes place in the bathroom mirror — spilling fast food secrets, sharing hot takes. And his audience loves it.
Quote: “Movies and TV and getting into grander things, it’s always a fun look… But at the end of the day, I would not exist without the people who are watching my videos. And I wanna make sure that as we’re growing, it feels like a journey that we are taking together every step of the way,” Jordan said.
Our Take
Your format matters more than your budget. Jordan found a low-cost format that relates to our most private moment: going to the bathroom.
I mean, who hasn’t given themselves a little pep talk in the bathroom mirror? C’mon, I know you have.
Jordan does it unapologetically.
He grew such a die-hard fanbase that even A-listers want to come on his channel to appear more “accessible.” Similar to how celebrities feel more approachable when struggling to eat spicy hot wings on Hot Ones.
YouTube Launches "Eraser Tool" To Remove Copyright Music
YouTube just solved one of the biggest headaches for creators: using copyright music in videos.
Backstory:
Using copyright music on YouTube typically leads to losing your AdSense revenue if the label/owner claims it.
Most creators know to avoid copyright music but it sometimes sneaks in. Examples: music in a mall as you vlog your day, a streamer watching music videos, or music that you didn’t even realize wasn’t public domain.
When that happens, creators only had 3 choices: accept the copyright claim, trim the video section entirely, or mute all the audio (including your voiceover).
So What Changed?
YouTube CEO Neal Mohan recently announced the Erase Song tool.
Using AI, the tool allows creators to remove only the copyright song while leaving the rest of the audio intact (voiceover, sound effects, etc).
So if a streamer reacts to a viral clip with copyrighted music, their commentary will still be heard — just not the claimed background music.
YouTube acknowledges the tool will not work 100% of the time, but it’s a big step-up regardless.
The tool will roll out to all users over the coming weeks.
🎯 Weekly Roundup: Thumbnails
Here’s why we love these YT thumbnails. Hopefully, they inspire your next one.
-
- Gorgeous composite and sunset colors pull you in (RyanNgFilms)
- Simple composition to show scale of camera the size of an eye (Peter McKinnon)
- Out of focus expression draws your attention to concept: how did a stack of pastries get 31M views? (Pro Home Cooks)
- Overwhelmed expression and simple design capture the stress of digital overload (Answer In Progress)
🚀 Weekly Outlier
This video by TortillaDelta13 got 1.1M views despite only having 100k subscribers (not to mention 2.9M views on X). That’s 99 times higher than the channel’s average, according to Viewstats.
Here’s why it took off so you can apply to your next video:
- Unexpected Crossover: I mean it's Gordon Ramsay playing Minecraft...which are two worlds most viewers didn't expect to crossover. Immediate intrigue.
- Masterful Editing: This isn't just a Gordon voiceover. It's Gordon perfectly edited into Minecraft gameplay; eating apples, exploring caves, trading with villagers. From matching the lighting, to perfectly edited sound bites, music from Gordon's own shows — it's worth a watch.
- Builds Off Viral Concepts: Minecraft is the most popular video game of all time. Gordon Ramsay is an institution of not only the culinary world, but television too. The combined brand awareness gives the video a leg up.
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🏆 The Created Referral Program
Know someone who’d also love this newsletter? Refer them and get gifts.
Refer 1 friend: you’ll get my Infinite Ideas book. It’s my 8 best tips to find viral ideas for your next upload.
Refer 5 friends: you’ll get my Top 50 Thumbnails book. It includes a detailed breakdown of why they work so you improve your packaging.
Trust me, these books are packed with more tips than most paid courses.
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– Jon
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