They're Upset

Welcome to Created, the newsletter that’s more on-trend than the For You Page. Here’s what we got for you:

• Did YouTube Save The NYC Marathon...Or Ruin It?
• Johnny and Iz Harris launch a new YouTube network
• Roundup of Thumbnails

NYC Marathon: The Coachella For Creator Athletes

The NYC Marathon is known for the best runners, huge crowds, and now YouTubers?

On November 3, the NYC Marathon saw a rise in the number of creators running from regulars like Casey Neistat to new stars like Haley Kalil.

It's becoming like the Coachella for creator athletes. Except replace hangovers for shin splints.

But hold on to your Hokas. Not everyone is thrilled. Here's why:

The Problem

The sport of running has been...running out of gas. Participation in official races dropped 13% since 2016, especially in the US.

YouTubers To The Rescue?

In just the first half of 2024, running videos got over 3 billion views on YouTube.

Creators like Neistat and Kalil make marathons feel accessible and give you someone to root for.

Why "Real" Runners Are Upset

Many runners are upset that creators can bypass the qualification process for many marathons if they:

• Have a large social media following
• Find sponsors like Kalil and Karen Sarahi Gonzalez, who ran with Team Maybelline.
• Fundraise like Morning Brew's Macy Gilliam secured her place by raising $5K for charity

Just imagine. You spend years training. Early mornings. Ice baths.

Then, a creator just gets a spot in the race because they got a brand deal.

It Gets Worse

This year, creator Matthew Choi got permanently banned for...wait for it...having his camera guys follow him on bikes as he ran the NYC Marathon.

He made waves online and raised questions about creator etiquette on race day.

Our Take

More sports need to involve creators to stay relevant. The question is how.

You can either:

• Restrict them, like F1, which requires creators to remove the brand name from their social media handles.
• Work with them, like the NBA, which allows creators to share game footage and logos on YouTube.

So far, the running world is finding a balance by allowing participants and creators to coexist.

Like anything new, there are growing pains.

Every creator who takes part in these early days has a bigger responsibility.

Listen. The world doesn’t see “one bad apple” like Matthew; they see YouTubers as a monolith (which we’re obviously not).

The trend of YouTubers in marathons has a lot of upside for the sport, but only if creators treat it with respect.

Johnny and Iz Harris Launch New YouTube Network

Johnny Harris and Iz Harris are expanding beyond their own content to launch New Press, a new YouTube network focused on creator-led journalism.

This network will empower creators to tell big stories without worrying about the business side.

I interviewed them to learn more.

Backstory

The idea for New Press came when Harris’ team hit a breaking point with 17 videos in production.

The intense workload made them realize the true value wasn’t just in Harris’ channel but in the scalable, efficient system they’d built to produce it all.

That idea sparked New Press, a network designed to let creators focus on impactful storytelling while New Press handles the logistics.

Quote: “We believe we are approaching journalism in a new way, and we could be a home for other journalists who are intimidated by YouTube.”

The Visio

Johnny and Iz see New Press as a modern media company with creators at its core.

Each channel is led by a creator with their own unique voice and style. The Harris team provides back-end support, from production to logistics.

Channels like Search Party are already live, diving into geopolitics and global stories.

And new projects are on the way, including a channel from Christoph, a former Vox creator, who will dig into open-source intelligence and internet mysteries.

?? Weekly Roundup: Thumbnails

Here's why we love these YT thumbnails. Hopefully they inspire your next one.

1. High-stakes tree climb + ‘Solo’ text make the risk clear (Noah Kane Noah Kane )
2. Simple text + scenic shot draw in viewers (Makari Espe)
3. Vibrant colors + ‘Disaster’ label stops your scroll (Bricks And Disorder)
4. ‘I AM IN CONTROL’ text on robot creates curiosity (Nikodem Bartnik)

?? Weekly Outlier

This video by Ryan Mitchell got 1.5M views, a 2X outlier according to Spotter Studio. Here's why it took off:

• Gripping Hook: Climbing Everest with multiple near-death moments? An instant “I have to watch this.”
• Raw Storytelling: Ryan’s personal storytelling and up-close footage make you feel like you're right there.
• Entertaining But Practical: Close calls turn into a practical lesson, adding value with real takeaways.

I found this week’s outlier using Spotter Studio, a tool that helps you research and brainstorm your next upload. Get started and get 60 days free using my link.

Powered by YT Jobs

Job Board

• Zhong is hiring a video editor
• Anthony Eclipse is hiring a YouTube strategist
• Trend Central is hiring a video editor

?? See You Inside

Subscribe to the newsletter so you don't miss the next one.

After all, nothing great is created alone. Talk soon,

Jon