Welcome to Created, the newsletter that’s brighter than your neighbor’s holiday lights. Here’s what we got for you:
- Why Madeleine White shut down her brand in 3 days
- Alex Cooper launches hydration brand
- Outlier of the week
PS we’re giving away $25,000 with our friends at Spotter Studio, details below.
Why Madeleine White Shut Down Her Brand in 3 Days
When TikToker Madeleine White announced her fashion brand See You Tomorrow, fans over the moon.
But just three days later, she shut it down.
What Went Wrong
She sold $130 polyester pajamas…but limited sizes and terrible quality.
Fans quickly turned, calling it a scam. Initially, White stayed silent but now she’s speaking up.
White said she partnered with an agency to handle production. But she didn’t have control.
“They told me we couldn’t afford cotton or silk unless we made tens of thousands of units. Prices kept climbing. I trusted them because I didn’t know better.”
Starting Over
White cut ties with her agency and rebuilt from scratch.
Now, See You Tomorrow is relaunching with lower prices and a full-size range.
Our Take
White’s experience isn’t unique.
The hard truth is even creators with huge followings struggle to turn influence into sustainable products.
MrBeast, who built Feastables into a $100M brand, told me:
- “A lot of creators are launching products, but building a real business is hard...You can get people to buy once, but getting them to keep buying is tough.”
Tana Mongeau said the same when she scrapped her ghost kitchen concept, Tana’s Tacos. She told me:
- “I eat tacos, but I’m not gonna eat Tana’s Tacos every day. It felt inauthentic—like I was just following trends.”
Bottom Line
For many, like MrBeast suggests, sticking to brand deals might be a smarter move.
The big question to ask yourself: is dedicating your time to launching products worth decreasing your video output and brand deals? For most, it’s not.
Alex Cooper Launches Hydration Brand
Alex Cooper, host of the hit podcast Call Her Daddy, is diving into the competitive creator product space with her latest venture: Unwell Hydration.
The electrolyte drink, “designed by women for everyone,” launches January 1 at Target.
Move Over, PRIME?
Unwell Hydration challenges male-dominated competitors like Gatorade and PRIME.
“We don’t need another makeup brand,” Cooper said. “That is a place where women are dominating, which is amazing. But this is yet another time in my career where I’m like, ‘Move over, boys. We don’t need to be drinking PRIME or Gatorade.”
The launch video drives the point home: Cooper, surrounded by male executives, dismisses sugary, male-targeted drinks before introducing Unwell Hydration as “hydration with benefits.”
The Response
- 117K Instagram followers in two weeks.
- Celebrity endorsements flooding Cooper’s posts.
- Still, some fans questioned the need for another drink and raised concerns over Cooper’s partnership with Nestlé, a brand mired in ethical controversies.
The Market
The electrolyte drinks market is booming — valued at $42B in 2024.
While Cooper is entering a crowded field, competitors like PRIME have proven the potential, with over $1B in revenue last year.
Our Take
Unwell Hydration positions itself as a wellness product to a different audience.
But in a crowded market, success will depend on Cooper’s ability to rally her “Daddy Gang” and navigate authenticity concerns.
Time will tell if Cooper’s “hydration with benefits” can stand out among giants or fizzles out.
🎯 Weekly Roundup: Thumbnails
Here’s why we love these YT thumbnails. Hopefully, they inspire your next one.
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- Simple question + stunning photo pulls you in (James Popsys)
- Clean layout + detailed labels simplify a complex setup (Nate’s Film Tutorials)
- Unique barrel setup with open flame draws attention (Country Life Vlog)
- Dramatic transformation is visually clear and grabs attention (Boxlapse)
🚀 Weekly Outlier
This video by Jack Gordon has 2.3M views, which is 7.4 times higher than the channel’s average. Here’s why it took off:
- Unique Start: Durability tests and a teardown instantly draw viewers in.
- Detailed Insights: Clear breakdowns of specs and durability features keep the viewer engaged.
- Practical Value: Addressing FAQs and warranty questions adds long-term value to the video.
Sponsored by Spotter
$25,000 Giveaway: Find Better Video Ideas with Spotter Studio
Spotter Studio is giving creators the ultimate gift: a chance to win $25,000 in cash prizes.
Just sign up for a free trial of Spotter Studio, one of my favorite tools for creators, by December 31st, 2024.
That’s it. Then you’re automatically entered to win. Here are the prizes:
- 1 Grand Prize: $20,000 CASH to upgrade your studio, hire help, or invest in your channel.
- 5 Runners Up: $1,000 each and a free year of Spotter Studio.
- Everyone (yes, everyone) gets 60 days free of Spotter Studio when you use the link below.
Spotter Studio has been a game-changer because it helps:
- Generate video ideas, titles, and thumbnails tailored to your audience
- Discover trends and top-performing content
- Organize and streamline your creative process — all in one place
Already a Spotter Studio member?
No problem. You’re eligible, too. Just create a video project in Spotter Studio to enter.
Don’t miss out! Click here to enter for 60 days free and chance to win $25,000.
💰 Job Board
- TheMacFamily is hiring a thumbnail designer
- Brandon William is hiring a lead video editor
- SJohnsonVoiceOvers is hiring a video editor
🏆 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]
👋 See You Inside
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– Jon
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