Happy Thursday Reader!
Spending a whole day in a room full of content creators recently, I came away feeling two things at the same time:
- Inspired - because their were lovely people, doing genuinely brilliant work, and also
- A tiny bit ancient - because I was definitely the oldest person there.😜 (But I luckily found some other pretty awesome Gen-Xers to hang around with 🤣.)
What stuck with me most though wasn’t the camera setups or the content ideas - it was the conversation around “success”. Because in creator spaces, success often gets translated into a very specific set of numbers: Followers, views, reach, engagement.
And I’m not here to pretend those metrics don't matter at all. If your business model is brand partnerships, then attention is key to the deal. Those numbers decide whether you get the opportunities. Plus they signal credibility and give you leverage. So they matter.
What surprised me though was hearing how many people with huge audiences weren’t making huge money. And it wasn’t said dramatically - it was just… quietly true. Which is such a good reminder that metrics aren’t universal - they’re contextual.
They don’t mean much on their own. They only mean something when they’re connected to a business model that actually converts, and a life you actually want to live. Because “more” can be a trap. “Bigger” can mean more pressure, more expectations, more noise...more content for the sake of keeping up.
And sometimes, if we’re being honest, it can mean building something that looks impressive from the outside… while feeling slightly chaotic (and a bit fragile) on the inside.
I think what most of us are really craving isn’t bigger numbers. It’s clarity.
Clarity on what we want. Clarity on what we’re selling (and to who). Clarity on how we want to spend our time. Clarity on what “enough” looks like - in money, in energy, in output, in pace.
Because when you don’t define success for yourself, you end up borrowing someone else’s definition. And often that definition is built around what’s easiest to measure… not what’s most meaningful to build. Or it’s based on someone else’s expectations & standards.
So maybe the real work is this: Instead of chasing the numbers we think we’re meant to chase, we choose the ones that actually matter for our business - based on how it’s built.
If your income comes mostly from partnerships, reach might be a priority. If your business is product-based, conversions and customer trust probably matter more. If you’re building a community, connection and retention matter. If you’re running a service business, depth matters more than volume. And if you’re trying to build something sustainable - something that doesn’t swallow your whole life - then the metric might simply be: “Does this still feel good to keep doing?”
Because more isn’t always better. Sometimes better is better, calm is better, consistency is better. Sometimes a smaller audience with the right people is much better than a huge one that you’re constantly trying to impress.
So, take a deep breath and start with two questions:
- What does success look like for me?
- What kind of growth will actually help me move towards that?
Because I think that can help us figure out where to spend our time and attention…which is increasingly valuable and should never be wasted on someone else’s idea of success.
No filming required!
When it comes to social content, reels (and social video as a whole) are still one of the fastest ways to get in front of new people - but honestly, it can feel like you need an extra 12hours a day just to keep up with what’s working.
So in this week’s video, I’m breaking down three reel styles that are doing well right now - and the best part is you can make all of them directly in Canva in a few minutes - without doing any filming (unless you want to of course!).
We’ll cover:
- A simple B-roll + text format that feels like a mini story (without being cringey to film)
- A clean, typography-led “video carousel” style that’s made for saves
- And a trending “Notes App Chic” look - think handmade textures, slightly imperfect type, scrapbook-y details… that whole vibe
If you want reels that look polished but still feel human - and you want something you can batch easily to start filling out a content schedule, without overthinking it - I think you’re going to love this one.
Check it out on my YouTube channel now.
Meaningful Creations
If you fancy a little moment of calm (and some genuinely beautiful ceramics) go and have a look at the work of Jono Smart & Emily Stephen.
They’re a potter and woodturner duo based in the foothills of the Angus Glens in the UK, and their pieces have that rare mix of being minimal and precise, but still full of character - the kind of work that really appeals to me on so many levels.
What I love most is how intentional everything feels. The forms are clean and quiet, the palette is naturally muted, and the materials are allowed to be exactly what they are - honest, tactile, and beautifully crafted by humans.
They release collections just a few times a year, and there’s one happening on their online store at 7pm (UK time) tonight - although be warned, they sell-out FAST! 😁
So If you want to treat yourself to something handmade, beautiful & timeless (or even just enjoy the inspiration), head over to their website or instagram - and tell them I sent ya! (Also, Jono posts some hilarious observations about life - trust me, give them a follow!)
That's it for today folks - have a fabulous weekend, and as it's officially Spring: I wish you an Ostara full of fresh starts, deep breaths, and the joy of watching something you planted come to life. 🖤
