Welcome to Created, the newsletter won’t crash out on you like your editing app. Here’s what we got today:
- Inside the launch of Logan Paul's newest product
- YouTube CEO unveils plans for 2026
- Outlier of the week
We also put together a short survey below to make Created better for you. If you’ve got a few minutes, we’d really appreciate your thoughts.
Inside The Launch of Logan Paul's New Protein Shake
Logan Paul and Bradley Martyn just launched Prime Protein.
It’s the newest beverage from Prime, the beverage company Paul started with fellow YouTuber KSI in 2022.
Now, I get it. You may be thinking…what’s so interesting about a creator launching yet another drink?
Well, it’s not just about what he launched. But how he did it.
Key Stats
Prime moving into one of the fastest-growing corners of wellness. Nearly 60% of consumers say they’re trying to eat more protein.
And with the protein and probiotics market projected to hit $419B by 2035, it’s no surprise that Paul wants to own a piece of it.
New Marketing Playbook
Before Prime Protein dropped, Logan and Bradley staged a public feud, complete with “leaked” security camera footage of them fighting.
Mid-fight, they casually pitched the product.
The result? 20M views.
It’s the exact misdirection Logan used years ago with KSI — when fans thought they were announcing another boxing match, only to reveal Prime.
To cap it off, Logan partnered with Zack D. Films on a 3D animated ad that added another 15M views to the launch.
Our Take
Prime isn’t winning just because of protein ratios or nutrition science. Its real advantage is attention.
Adding another creator like Bradley Martyn brings in his audience, who are already obsessed with lifting and macros. Prime doesn’t need to convince them.
The product just shows up inside content they already trust.
Same with IShowSpeed when he had his own custom Prime flavor and bottle.
When I interviewed Speed, he told me that his Prime bottle became a natural part of his content. He displayed it prominently during stunts and livestreams, which generated millions of views.
It’s the same thing we’re doing with our new company Boring Stuff, which helps creators with accounting, bookkeeping and more.
While it’s not as visual as products like Prime or Feastables, I’ve organically brought it up in several of my interviews, which already focus on the business side of YouTube. And now, that’s led to many creators signing up with us.
That’s the creator advantage.
YouTube CEO Announces New Plans for 2026
YouTube CEO Neal Mohan just outlined YouTube’s priorities for 2026, many of which build on our recent interview with him.
Here are the 3 biggest takeaways:
Goodbye AI Slop?
In the post, Mohan outlined what YouTube will be doing as more AI content gets uploaded. Including:
- AI-generated content will be clearly labeled
- New tools are coming so creators can protect their likeness (similar to Content ID)
- Harmful or clickbait AI content will be removed under existing guidelines
At the same time, YouTube is embracing AI, where it can help.
In December alone, more than 20 million users used the Ask tool, and over 6 million viewers watched at least 10 minutes of auto-dubbed content daily.
$100 Billion Paid To Creators
Over the past four years, Mohan announced YouTube has paid over $100 billion to creators, artists, and media companies.
In 2024 alone, it added $55 billion to US GDP and supported roughly 490,000 jobs.
For 2026, YouTube is doubling down on being the most stable place to earn:
- Stronger Creator Partnerships Hub for brands and agencies
- New tools like brand links in Shorts
- Ability to swap out branded segments after deals end, turning old videos into recurring revenue
Hollywood, Take Notes
After last year’s Emmy push, YouTube is doubling down. Mohan wants creators treated like real players in entertainment.
He pointed to Ms. Rachel’s two Emmy nominations as proof this shift is already happening — and says we should expect a lot more of it.
Be Honest...We Can Take It
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We’d love your honest take — what’s working, what’s not, and what you want more of in Created.
Your feedback genuinely shapes what we build next. If you’re open to it, we’d love for you to share your thoughts in this quick survey.
🎯 Weekly Roundup: Thumbnails
Why we love these YT thumbnails:
- Neat, colorful stacks promise order while “i’m sold” removes all doubt (LifebyMikeG)
- One centered racer framed against 25 identical opponents creates instant tension (Quadrant)
- Split-second impact frame guarantees a payoff your brain wants to see completed (Mike Shake)
- “Use This” paired with a cheap rotisserie chicken hints at chef’s secret (Chris Young)
🚀 Weekly Outlier
This video by Celery Dave has 430K views, which is 91.5 times higher than the channel’s average. Here’s why it took off:
- Relatable Stakes: Housing anxiety + “stuck renting forever” hits a shared generational nerve.
- Earned Hope Arc: Years of failure, quitting jobs, and false starts make the payoff feel real.
- Unfinished Promise: The project isn’t solved yet, turning the video into the start of a journey viewers want to follow.
🏆 The Created Referral Program
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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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