Welcome to Created, the newsletter that packs more value than a sold out Wembley Stadium. Here’s what we got today:
- Sidemen Charity Match sells out Wembley Stadium, raises $6.1M
- Instagram launches 20 new DM features
- Best Thumbnails on YouTube
Sidemen Make History at Wembley Stadium
I flew to London to cover The Sidemen Charity Match, where I spoke with KSI, Logan Paul, Mark Rober, MrBeast, and other top creators who took the field.
We’re doing a full BTS video on the historic event, but in the meantime, here are a few takeaways.
Quick Context:
The Results:
- $6.1M raised for charity
- 17M+ views on YouTube livestream
- 38 creators took the field, representing 500M+ subscribers
But the numbers don’t tell the full story. Here are two other things that caught my eye…
Creators Search For Their “Max Fosh Moment”
Last year, Max Fosh stole the show with 80M views on his Uno Reverse stunt after he got a yellow card.
This year? He doubled down, shredding a yellow card Banksy-style — a stunt so elaborate that he 3D-printed a custom shredder which impressed even Mark Rober.
Other creators followed suit:
- Joe Weller hit a suplex on Logan Paul, a callback to his role in YouTube boxing’s early days.
- Other creators told me about their planned celebrations, but they didn’t score…so their moments never made it to the spotlight.
Marketing Genius: Creator Brands Take Center Stage
The match was also a massive moment for creator-led businesses.
Everywhere you looked, creator brands were front and center:- Feastables launched in the UK, rolling out in grocery stores and making a scene with a double-decker bus shutting down London streets.
- Prime sponsored the penalty kicks, stocked the stadium coolers, and made a cameo in KSI’s halftime show.
- Sidemen’s Best Cereal & XIX Vodka were featured as sponsors on the jerseys.
- 10/10 Burger, founded by Impaulsive host Mike Majlak, set up a pop-up outside Wembley — and had long lines all day.
Our Take
The Sidemen Charity Match shows the power of longevity.
I spoke with a lot of attendees, including many father-son duos who were both Sidemen fans.
As time goes on, their impact and audience will only compound. As will many of today’s top creators.
After all, The Sidemen turned a football match into a global marketing machine. All while raising $6.1M for charity.Instagram Launches New Updates for DMs
The Biggest Updates:
- Scheduled Messages: Long-press “send” to time your DMs. Perfect for when you want to look like an early riser.
- Message Translations: Instagram now translates DMs instantly, which is huge for global audiences.
- Broadcast Channels Get Replies & Prompts: Fans can now actually respond, making channels more like interactive communities.
Why DMs?
Instagram is shifting from public posts to private, direct connections. Here’s why:
- More engagement happens in DMs than anywhere else on the app.
- Brands & creators are selling directly through DMs (coaching, digital products, affiliate deals).
- DMs are becoming the new feed — where creators actually connect and foster deeper relationships.
Our Take
DMs are one of Instagram’s most-used features — and a key differentiator from other platforms. So it makes sense why they’re investing more into it.
Nobody uses TikTok or YouTube to message friends like they do on Instagram. And while X has DMs, they don’t support video and photos the way Instagram does.
Plus, Patreon’s latest report predicts that direct fan relationships will drive creator income more than algorithms. Instagram sees that too.
With these new features, DMs are no longer just for chatting — they’re a business tool. And if Instagram is “doubling down” on DMs, it’s a sign you should too.
🎯 Weekly Roundup: Thumbnails
Here’s why we love these YT thumbnails. Hopefully, they inspire your next one.
- Side-by-side ‘Then vs. Now’ chocolate comparison highlights a drastic change (It’s complicated)
- Simple, clean graph makes the ‘breakthrough moment’ concept instantly clear (Ali Abdaal)
- Floating UI elements over a laptop create a futuristic, streamlined feel (From Sergio)
- Dramatic perspective makes you wonder what he’s doing inside a blender (Veritasium)
We’re Flying 9 Creators to L.A…To Get Your Videos Roasted
I’m partnering with Spotter Studio to fly 9 creators to LA…and get your videos roasted by me, Colin and Samir, and Aprilynne Alter.
This is the opportunity I wished I had when starting on YouTube.
How to enter 👇
- Start a free trial on Spotter Studio (no purchase necessary. If you already have an account, just log in)
- Add 10+ ideas to your Idea Bank
- Submit one idea by March 31st by clicking the “submit to expert” button
9 winners get flown out to LA, where you’ll get 1-on-1 feedback on your videos. You might even get featured in my recap video of the roast.
So what are you waiting for? There are no strings attached. Get started using this link.💰 Job Board
- Codie Sanchez is hiring a YouTube producer
- Trend Central is hiring a scriptwriter
- Broadcast Boys | House of Highlights is hiring a content producer/manager
🏆 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.
Copy this unique link and email, text, or post it: [RH_REFLINK GOES HERE]
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– Jon
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