Welcome to Created, the newsletter that will never ever ask you to “share with a friend who needs to hear this.” We are so above that. Kinda.
Here’s what we got today:
- How getting fired became a booming content niche
- Why Ben Affleck hates this AI creator...yet she keeps thriving
- Inside Tom Scott’s comeback (and why it’s different)
PS thanks everyone who came to my SXSW keynote! Since we missed the last newsletter, we added an extra story below.
The Bizarre Rise of "Unemployment" Creators, Explained
Imagine this. You apply for your dream job and get rejected.
What do you do? Probably cry yourself to sleep (wait…is that just me?).
But not these days. Many creators are turning that job rejection into a content goldmine…but will it last?
The Rise of “Unemployment Creators”
Across TikTok and YouTube, creators are documenting their job search in real time — sharing rejections and interviews.
People are watching far more than you’d think:
- Julia Fei turned her job search into an 11-part series with 1.8M+ views.
- Kathryn Bateman documented her job search, growing to 97K followers.
- Life and Numbers turned being fired from into 70.5K subscribers on YouTube.
- Giovanna Ventola shared her job search on TikTok, turning hundreds of comments into Rhize — a platform now connecting 4,000+ job seekers.
Why Now
As the job market gets harder, more people see themselves in these videos.
The frustration. The rejection. The uncertainty.
That’s what gets attention. But it may not be enough to sustain a career as a creator.
Our Take
Many of these creators turn “rejection moments” into content where they give career advice.
But…ahem, there’s an irony to that.
Becoming an education creator like Dr.Mike or Legal Eagle, who rely on sharing advice from their industries, requires real experience in the field.
In fact, when I interviewed Dr.Mike, he had the following advice for creators:
“Learn something, bring some value to YouTube, otherwise you probably won’t get popular. You won’t have anything really interesting to talk about.”
If the content is just “I got rejected,” it’ll stop being interesting.
Money Talks
For creators today, the financial upside is far from the Covid era.
Over 50% of creators made less than $15,000 in 2025.
So while job-hunting content can open doors, it’s not as stable as creating content as a side-hustle while your 9-5 pays the bills long enough to make the switch.
Why Ben Affleck Hates This "AI Influencer"
In January, Ben Affleck went on Joe Rogan and called out AI-generated influencers, specifically Tilly Norwood.
“I don’t think [AI] is going to be able to write anything meaningful,” he said. “Like Tilly Norwood. That’s bulls–t.”
Shots. Fired.
But that didn’t stop the team behind Norwood from expanding her presence and now adding a Marvel-like universe around her.
Tilly...Who? Tell Me More
Norwood wasn’t created by a studio. She was built by Dutch producer and comedian Eline van der Velden.
Van der Velden then launched an AI talent studio, Xicoia, to develop Tilly and add new AI talent around her.
Then came the “Tillyverse” — a universe designed to scale Tilly beyond a single project.
She even brought in Mark Whelan, formerly of Prime Video, to shape the expansion.
People Are Pissed
When news broke that Tilly might sign with a talent agency, SAG-AFTRA pushed back.
SAG said Tilly “is not an actor,” but an AI-generated character trained on performers’ work “without permission or compensation.”
Van der Velden argued AI isn’t a replacement for human performers, but another creative medium, like animation, puppetry, or CGI.
Our Take
It’s ironic (but understandable) that Affleck got mad.
Soon his peers may license their likeness to become AI actors, too.
As superstar Terry Crews said during our interview, “I’ve scanned my body several times. I could be 50 years gone but people will still see a new Terry Crews project.”
Many creators are already experimenting with AI twins and voice-cloning, too.
It’s all a spectrum: start fully AI to scale from day one like Norwood.
Or start human and use AI to scale one day like Crews.
Or stay a purist like Affleck. But does that mean he’ll get left behind?
Audiences will decide what they’re comfortable with. In the meantime, the smartest move is to experiment, not just call “bulls–t” on it.
Tom Scott Returns from Retirement...With A Twist
Legendary YouTuber Tom Scott is back baby.
After two years away from YouTube, he’s back with a new travel series — debuting on Nebula then hitting YouTube a week later.
End of the Weekly Grind
For over a decade, Tom Scott uploaded every single week.
Then he stopped.
“This is my dream job. But a dream job is still a job,” he said. “It’s a job that keeps getting bigger and more complicated and I am so tired.”
He kept co-hosting podcasts and writing his newsletter — but the weekly YouTube uploads were done.
Now he’s back on his own terms and uploading first on Nebula: Bigger productions. Different incentives.
YouTube vs Nebula
YouTube rewards frequency, speed, and ad-friendly content.
Nebula runs on subscriptions and shares revenue directly with creators.
That changes the incentives:
- Creators aren’t just paid per view. They share in the platform’s success.
- They can make videos that wouldn’t perform as well on YouTube.
- They can prioritize depth over volume.
Our Take
Like many top creators, Scott’s goal isn’t just growth anymore. It’s sustainability.
Because the real risk for creators isn’t losing the algorithm.
It’s burning out trying to keep up with it.
🎯 Weekly Roundup: Thumbnails
Why we love these YT thumbnails:
- Cramped bunker packed with supplies makes you wonder how long someone could live there (Ruhi Cenet Documentaries)
- Trump looming over Greenland turns a complex issue into a simple visual threat (Bloomberg Originals)
- “Hour 1 vs Hour 24” framing promises a dramatic before-and-after transformation (CaseyNeistat)
- Crossing items off an overwhelming list triggers productivity satisfaction (HEY WANDERER)
Sponsored by Boring Stuff
I Started The Most Boring Company Ever... And It's Taking Off
The day I dread most every year? April 15. Tax deadline here in the US.
Same with so many creators.
I’ve met creators who lost tens of thousands because their taxes were a mess…and they didn’t even know.
Or their current accountant was a total dinosaur (Yes, I said it).
Or uncle who doesn’t know anything about creators.
That’s why I started Boring Stuff: a company that handles the taxes, bookkeeping and more specifically for creators.
Since we announced it, countless creators have signed up from small to big creators like Airrack, The Try Guys, and Yes Theory.
From TikTokers to YouTubers to newsletter creators.
“I feel like I’m breathing easier and making better videos because they handle all my non-creative tasks,” Airrack said about our service.
Our goal is to help you: avoid penalties. Save money. Maximize write-offs. Remove stress.
Seriously, you’re probably losing so much money like the creators before they signed up.
We’re giving away free 30-min consultation here to help you figure out your business and how much you could save on taxes.
No pressure. No commitment.
But you’ll have an idea of how much you could be saving on taxes after we chat.
🏆 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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