Creators are shifting strategy fast

There’s a new feed. You can post prompts. They’re called yeets. Also inside: Zuck’s regretful emails, Canva’s big move, and how creators are surviving the downturn.

Author

Hubert Trinkunas
April 16, 2025

Welcome back!

Canva’s coming for Google, Microsoft, and Adobe—all at once

Canva just dropped Visual Suite 2.0, adding code, spreadsheets, and AI tools into one slick creative workspace.

Zuckerberg once floated spinning off Instagram—and honestly, maybe he should’ve

Buried in court this week: emails from 2018 where Zuck straight-up suggested spinning off Instagram to save Facebook—and maybe keep regulators off Meta’s back.

“I’m beginning to wonder whether spinning Instagram out is the only structure,” he wrote, worried that Insta’s explosive growth was “siphoning off the network” and could lead to the collapse of the more profitable product (aka Facebook).

Spoiler: Meta didn’t win by outbuilding. It won by outbuying.

Now those same emails are center stage in the FTC’s antitrust case against Meta, which could force a breakup of Instagram or WhatsApp. The argument? Meta didn’t win with innovation—it won by buying the competition and absorbing it.

Inside the emails, Insta chief Adam Mosseri pushed to keep Instagram social and personal. Zuck agreed... until he didn’t, and the platform pivoted toward public figures and YouTube-style scale.

Fast-forward to now: Instagram feels less like a friend hangout and more like an endless content machine. The “creator vs. friends” identity crisis isn’t new—it’s just louder.

And that spin-off idea? It doesn’t sound so wild anymore.

From our partner: Patreon

The platform that helped indie creators earn $472M last year just launched its own podcast network—featuring shows like Scamfluencers, Lipstick on the Rim, and This Is History. Whether you're running one show or six, Patreon’s building the tools to turn podcasts into media empires.

Creators are shifting strategy as recession fears grow

Economic vibes are off, and creators are adjusting their money plans accordingly.

As fans pull back on spending, Creators are shifting toward brand deals, ad share, and anything with consistent cashflow.

What’s changing:

  • Fan support is downplayed – Twitch creators like Swearin are prioritizing sponsorships over subs.

  • YouTube’s steady payouts win – Long-form content is back in favor.

  • Predictability > big checks – Multi-month brand deals are in. One-offs are out.

  • Ethical brand picks matter – No more pushing $300 skincare kits during a downturn.

The ad money hasn’t dried up yet. In fact, agencies say brands trust creators more than ever in weird economic moments. The ones who stay smart (and relatable) might come out ahead.

What’s new (updates)

  • BeReal is rolling out U.S. ads. Brands like Nike, Netflix, and Amazon have already tested the format. Former Walmart Connect exec Ben Moore is leading the U.S. push, with new hires on the way.

  • Neptune, a new short-form video app that hides likes and follower counts, is launching on iOS next week. Android users will have to wait about six months.

  • Spotify is putting $1M into producing more audiobooks in non-English languages, starting with French and Dutch.

  • LTK now lets users connect with friends and see which creators they follow—basically, turning the app into more of a social network.

  • Shein and Temu told U.S. shoppers they’re raising prices starting April 25, blaming tariff changes and new trade rules.

  • YouTube is testing AI-generated background music. Creators can describe the vibe in a prompt, then drop the track right into their videos.

ChatGPT is getting a social feed—yes, posts are called “yeets”

OpenAI is quietly testing a social layer inside ChatGPT that looks a lot like X (formerly Twitter)—but for prompts, AI hacks, and image generations.

The feature lets users publicly share how they’re using ChatGPT, from productivity workflows to weird prompts that go viral. And yes, posting is reportedly called a “yeet.”

The move takes a direct swipe at Elon Musk’s X, especially after Musk launched OpenAI rival xAI last year. But it’s also a smart play for OpenAI: a built-in feed makes ChatGPT more approachable for new users, keeps people engaged longer, and gives the company fresh user-generated content to train on—without paying Reddit or publishers.

With 500M+ weekly users, ChatGPT’s already one of the most-used tools on the internet. Now it’s not just a chatbot. It’s a scroll zone. And yes—you can yeet.

What we’re reading

Digiday – What now for TikTok creators after the latest ban delay, with Alyssa McKay.

Blockchain Council – Blockchain in Creator Economy.

eMarketer – US Creator Economy 2025.

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