Happy Monday! Welcome to another edition of the Creator Letter. As you may notice, we're switching things up and experimenting a bit around here. You'll still find your weekly dose of trending Reels to try out, and social media news to keep you in the loop of what's happening in the creator economy. But, I've decided to add some new sections, too. What you can expect: more personalized updates from me, what I've been watching lately, and some silly little memes here and there. I'm always open to feedback, so if you have suggestions or ideas of your own - please hit “reply” because I've love to hear from you! Have a great week!

This trending visual is popping up everywhere on social media, Beyoncé's reaction to winning Country Album of the Year at the Grammy's. Use this trend and pair it with something surprising that fits your niche. 

 

Sometimes on social media, we find ourselves trying to only show the best versions of ourselves, but actually - people relate more when you show your “flaws” and mistakes. Use this concept to create a relatable Reel for your audience. 

 

This is a fun trending audio to pair with really any text, but I love how this account used it as misunderstanding the word “performance” with their boss!

BuzzFeed’s New Social Platform Wants to Make the Internet Fun Again

If you’ve ever found yourself doomscrolling through TikTok, Instagram, or X (Twitter) and thought, wow, this is exhausting, you’re not alone. Social media these days feels like a never-ending cycle of hot takes, engagement-hungry algorithms, and content designed to keep you stuck in an emotional whirlwind. But BuzzFeed—yes, that BuzzFeed—is stepping into the social media ring with something completely different: a platform built for joy and creative expression.

 

 

Yep! BuzzFeed’s co-founder and CEO, Jonah Peretti, just announced that the company is launching a new social platform designed to be an oasis from algorithm-driven chaos. The goal? To bring back the fun, lighthearted, and genuinely creative side of the internet—without all the emotional manipulation that keeps users stuck in endless scrolling.

 

Peretti even coined a term for the tactics platforms like TikTok and Instagram use to keep us hooked: SNARF (Stakes, Novelty, Anger, Retention, and Fear). Essentially, social media thrives on keeping us mad, shocked, or deeply invested—because that’s what fuels engagement. And let’s be honest, as creators, we feel that pressure to feed the algorithm. But what if social media wasn’t just about hacking engagement and fighting for attention?

 

 

BuzzFeed’s upcoming platform is taking a different route: rather than optimizing for addiction, it’s optimizing for creativity and connection. The idea is to create a space where people actually enjoy spending time—one that encourages playful content, rather than just whatever keeps users on the app the longest.

 

For content creators, this could be an interesting shift. Imagine a platform where you don’t have to stress over hacking the algorithm or competing for engagement. Instead, it’s about sharing and creating for the sake of it—kind of like the early days of the internet, before everything became about performance metrics.

 

 

BuzzFeed isn’t the only company rethinking social platforms. Meta tried something similar with Threads, a microblogging app meant to be a “chiller” version of Twitter. But BuzzFeed’s take seems more focused on recreating a social experience that feels fun rather than optimized for rage-bait or mindless scrolling.

 

Will it work? That remains to be seen. But if you’re tired of chasing algorithms and just want a space to create, this might be something worth keeping an eye on. If you’re curious, you can sign up for early access on BuzzFeed’s website.

 

What do you think—would you try out a social platform that isn’t designed to keep you addicted? Or are we all too far down the algorithm rabbit hole?

 

Sources: theverge.com/news / arxiv.org

 

 

The world of social media is definitely in upheaval right now, with the possible TikTok ban still looming in the United States, and the big moderation changes on Meta, it makes sense that other companies are going to try to take advantage of the chaos to get users on their platform. While Buzzfeed's stated goals of reviving fun and creativity seem altruistic - I wonder how they plan to monetize the platform. Ultimately, the issue of engagement bait all ties back to the business model of social media platforms: maintaining attention. If your app can't do that, you can't make money. It will be interesting to see how they try to solve for that.

 

I cannot get over the story of this American woman who showed up as a tourist in Pakistan to meet her online boyfriend, and is now holding press conferences. TikTok can't stop talking about it.

 

Emma Chamberlain opened the first Chamberlain Coffee cafe location in LA

 

I've been obsessed with this new show from the CBC called North of North. If you're in Canada, you definitely need to give it a watch!

 

I can't stop watching travel backpack reviews, especially from her. Thank you, YouTube algorithm, for bringing me new small channels to watch :)

 

The YouTube Creators channel released a new video breaking down the algorithm in 2025.