Welcome to Created, the newsletter that’s easier to binge than cat videos on TikTok. Here’s what we got for you today:
- Our interview with MKBHD...and the $1M tweet that changed everything
- How to prepare for the TikTok ban
- Latest on Watcher controversy...and what it means for you
- Weekly roundup of our favorite YT thumbnails
First Look: MKBHD Unveils New Products with Ridge
I spoke with Marques Brownlee aka MKBHD and Ridge CEO Sean Frank about their new partnership and the state of sponsorships in 2024.
Quick context:
- Ridge is a multi-million dollar brand that makes wallets and suitcases.
- Last year, Frank tweeted he'd pay $1 million for a creator to join Ridge.
- After lots of negotiation, Ridge signed with MKBHD who will get to design his own line of products.
Our Take:
The way brands and creators work together is changing. With so many creators making products (oh hey, Feastables), MKBHD shows it could be more effective to partner with an upstart brand instead.
Ryan Trahan did the same when he partnered with candy company, Joyride.
Joyride and Ridge had funding, sales, and supply chain so Trahan and MKBHD could amplify. Versus start from scratch.
Quote: “You can either buy or build things. We could spend a lot of money trying to build this in-house internally,” Frank told me. “But it’d be so much easier if I could just…bring somebody in to help us develop this muscle.”
Expect more brands to recruit creators after realizing it’s too hard to do in-house.
For more, watch my full interview with MKBHD (540K views).
The TikTok Ban, Explained for Creators
You’ve heard about the TikTok Ban but let’s go a bit deeper, shall we?
Big Picture:
President Biden signed a bill to ban TikTok if its owner, ByteDance, doesn’t sell the app within a year.
Impact:
Did someone say over-saturation? Get ready. Because that’s exactly what will happen as TikTokers flood YouTube Shorts and Instagram Reels.
Quote: “A common misconception about this potential banning of TikTok is that it’s only going to impact US-based TikTokers. That’s simply not true.” said creator Jade Beason.
“People are going to be posting a lot more on IG and YT simply because that’s what a lot of people are used to on TikTok. Not only will there be more repurposed content but more fresh content,” she said.
What's Next:
TikTok CEO Shou Zi Chew is challenging the ban. But if there’s one thing creators hate it’s…uncertainty.
Whether the ban goes through or not, TikTokers are now on high alert to diversify their audience. So prioritize growing on YouTube and Instagram asap.
The Watcher Controversy...Why You Should Care
Another day, another Goodbye YouTube video.
But this goodbye video from Watcher, the successful YouTube channel started by ex-BuzzFeed employees, was….ahem…different.
Context:
- After gaining nearly 3M subscribers, Watcher launched their own streaming site.
- They put their content behind a $5.99/month paywall.
- The big motivation? Not relying on sponsorships.
“More than 50% of our business is run by advertising,” said Watcher co-founder Steven Lim.
Backlash:
This comment on Watcher’s video sums it up…and shows the danger of scaling too fast.
25 EMPLOYEES?! You have less than 3M subscribers, what on earth are you thinking?! That’s your problem right there. It’s not a YT problem, or an advertiser problem, it’s a YOU problem. Do better.
Takeaway:
There’s a growing desire for creators to build their own studios. To make “high production” videos. But that’s not always what their audience wants. Nor is it the best business move.
Another Perspective:
The key to success on YouTube is staying nimble and keeping costs low. It’s why creators like Matt D’Avella and Ryan Trahan downsized their teams…and now seeing outsized results.
🎯 Weekly Roundup: Thumbnails
Here’s why we love these YT thumbnails. Hopefully, they inspire your next one.
- POV shots are rarely used in thumbnails. Leading lines draw you in (Fooster)
- Contrast of yellow book and text immediately capture attention (Dan Mace)
- Intrigue of 360 treadmill…and seeing it in motion (MKBHD)
- Tension of aquarium breaking makes you want to click (Fern)
🏆 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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👋 See You Inside
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– Jon
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