They have their own cinematic universe. On the surface, we might call this their personal brand. But they don’t exist in a vacuum. These people have built an entire world around themselves. And even if we aren’t privy to it, we just know it exists. This universe is what makes them seem like a character that’s larger-than-life. And, if you want to build a brand that people are compelled to follow, being entertaining or an expert at something isn’t enough. You have to build your own world, too. [Keep reading]

- Charlotte Ellis, Editor ♡

(btw - If you’re already using Claude Code or Cowork daily, scroll on by bc this isn’t for you)

But if you’ve just dabbled in using AI, maybe you’re using ChatGPT to help you look up recipes, write basic emails, or attempt to diagnose that insect bite you just got, stay with me for a sec.

When it comes to AI, there’s a lot of “bro you’re so behind” messaging out there. When, in reality, within just a couple hours, you can learn how to use AI better than 95% of people you know. And this why we put together the Beginner’s Guide to Claude AI course.

It’s a 4-week cohort where you learn how to go from using AI as a glorified Google to getting it to actually help you with the sh*tty admin (life or work) you hate doing every day.

We kick off on 18 May, so if you want to go from feeling behind to using AI to make your life better, this is for you 👇

But if you do happen to come across a man in Meta AI glasses trying to film you.. let’s just say I suggest knowing kickboxing or some form of martial arts is a great option in this day and age. This is what the trope of “using your powers for evil” is all about. Because tell me why they got their hands on these glasses and started causing PROBLEMS. Problems like harassing women in public, which has been an ongoing issue for months now, and has now extended to extortion. Oh goody!

This BBC update details “Alice” who was filmed without her knowledge, and then posted on social media, racking up over 40,000 views. When she contacted the operator, they said they would remove it as a “paid service.” Yeah, so anyway, as The Verge mentioned, when it comes to these smart glasses, social shaming is still more powerful than the law. Just dropping that in now for no particular reason.

Speaking of security nightmares straight out of Black Mirror, the $5,000 robot lawn mowers from Yarbo have such ridiculous security vulnerabilities that a hacker can easily highjack the gadget (BLADED, btw) and control it from anywhere in the world. Don’t believe me? Sean Hollister and Makris, a security researcher, put it to the test. And by test, I mean Makris gained remote access to the robot and was able to RUN OVER Hollister with the robot. Not only one, every single one. Around the whole world. Reporting to Makris. Awesome.

Ok one more scary security story before we got to sleep. Thousands of vibe-coded apps are spilling highly sensitive data on the internet. AI has become a huge hit for those wanting to program their own web apps. But the cybersecurity world warns that this is an invitation for a new bounty of hackable bugs. With the vibe-coding tools that invite any Tom, Dick and Harry to create their own apps hosted on the web, the security implications actually go beyond bugs to a total absence of any security. The result? Organisations leaking private data through these applications.

Welp, whether you’re dodging nonconsensual filming, being cut to shreds by an evil robot lawnmower, or revealing all of your personal data… good luck out there folks!

-Sophie Randell, Writer

If I see one more GRWM featuring a minimalist apartment, a specific brand of overpriced almond milk (you knowwww the one) and a creator talking about their productivity hacks in a voice so soothing it’s actually clinical, I might throw my phone into the sea. I know, I hark on about "peak polish" but holy f*ck you guys, it’s boring.

Because when everybody and their mother is using the same lighting kits and the same freaking scripts, nobody is actually memorable. I couldn’t tell you one of these creators handles or name any defining feature. Because there are hardly any.

I recently went down a rabbit hole of creator strategy videos, and one piece of advice hit me like a cold espresso shot:

Okaaay. Now we’re talking.

So here is how you actually craft a recognisable strategy that doesn't feel like a carbon copy of everyone else on your FYP.

I know we’re often told that we need a narrow niche. “I help B2B SaaS founders optimise their LinkedIn headers.” Great. You’ve niche-d yourself into a coffin.

The creators who you actually pay attention to most of the time don't have such specific niches, instead they have archetypes. Instead of positioning as marketing expert, they are the chaotic older sister who happens to know a lot about SEO or the cynical philosopher of the creator economy.

You see the difference? Your archetype gives you permission to be human.

It’s essentially your two-word brand. Are you Aggressively Helpful? Quietly Revolutionary? A Sardonic Expert? Pick your two words and let them dictate your tone, because your audience is looking for a character to follow, not a textbook to read.

We talk a lot about visual identity, but usually, that just means picking a hex code and a font.  It’s cute but it’s not really a brand. Closer to a stationary set.

A recognisable brand feels like entering a distinct world the second someone lands on your profile. So if your brand was a movie, what would the production design look like?

When you treat your content like an era much like a pop star launching an album, you give your audience visual signals to cling to. Consistent colours and fonts are the bare minimum; consistent energy is the goal. You want people to see your thumbnail and feel the vibe before they even read the hook.

If you don't have a "villain" in your industry, you don't have a brand.

Generic advice is a commodity. In the age of AI, I can get a Top 10 Tips for Productivity list in four seconds. What I can’t get from a bot is your specific, slightly spicy, potentially controversial opinion on why those 10 tips are actually ruining our lives.

Digital trust in 2026 is built on H.U.M(AN). connections:

Stop playing it safe. If everyone agrees with your "brand strategy," you’re just background noise.

The most successful creators I know are actually the laziest (in a smart way). They don't wake up every day wondering what to post. They use content pillars as a compass (this is something I really need to work on myself lol).

Take one big idea, one pillar video or deep-dive essay, and chop it up. One long-form YouTube video becomes three TikTok rants, two LinkedIn hard truths, and a spicy tweet thread. In the name of both efficiency and omnipresence.

You want to be the creator who is everywhere, but you can only do that if you stop trying to be a different person on every platform. Use the same voice whether you're writing a 2,000-word deep dive or a 15-second clip.

Stop trying to be perfect. Start being distinct. In a world of AI-generated perfection, the most recognisable thing you can be is a person with a messy, loud, and incredibly specific point of view.

-Sophie Randell, Writer

The Coachella remix and choreography perfectly capture that dreamy, underwater sea creature, ethereal vibe that creators (including me) are loving right now! Creators are using the sound to capture oddly specific emotions, delusional thoughts, and dramatic inner monologues. For example, “how it feels to be drunk on a Wednesday” to “how it feels choosing C on a test because I felt a spiritual connection to it”. The trend thrives on exaggerating random everyday moments and turning them into cinematic, almost spiritual experiences.

Using the audio, turn the camera on yourself. Add OST text describing your oddly specific emotional or delusional situation, ideally starting with "how it feels". Get quirky and creative with it... you've got this, Aquafina!

A few ideas to get you started:

-Fiona Badiana, Intern

😲WTF: SO CUTE WTF
✨Daily inspo: A gentle reminder 
😊Soooo satisfying: Who got it that dirty
🍝What you should make for dinner tonight: Sushi in 5 minutes

Hi Jamie,

Since you're in the beginning stages of your business, I would focus on creating content around that journey. You and your business partner will be working together, but you will each have your own perspective about the experience. So I'd post about topics like, What learnings have you had so far? Why are you creating this business? Why is it personal to you? What challenges have you had to overcome in building the business? This kind of content will bring your audience on the journey with you. This is the best way to build your personal brands without hard selling in your content.

- Charlotte Ellis, Editor ♡

We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.