How Creativity Became Currency: The Rise of Digital Content & Creator Culture

Hi Millies!

Welcome back!

This Sunday was HUGE for TV. Some of you tuned into the SNL 50th Anniversary Special (you either watched or are seeing clips all over TikTok today), others dove into the new season of White Lotus (they changed the theme song?!), and then there were the unsuspecting basketball girlies (yep, that’s me, watching the NBA All-Star Game because… well, that’s what happens when your boyfriend is obsessed with basketball).

Here are the major anniversaries we need to talk about:

SNL Celebrates its 50th Anniversary 🎉

SNL just turned 50, and I’m loving how they’re embracing modern creators this season. Over the last few years, we’ve seen SNL lean into more viral moments and partnerships with digital influencers, showing a willingness to adapt to the rapid shift from traditional TV to online content.

They’re not just hosting popular TikTok stars anymore—they’re making TikTok part of their sketch format. For instance, the Domingo sketches went viral thanks to new cast members like Marcello Hernandez and Jane Wickline, who bring in fresh voices and modern sensibilities that resonate with younger, digital-first audiences. The show is evolving, and it feels like they’re taking notes from TikTok itself.

This isn’t just about adapting to trends; it’s about tapping into the world of creator-driven, shareable content. It’s clear that SNL is moving away from its traditional Saturday night, TV-only box and embracing the power of digital virality. By integrating the humor and fast-paced nature of TikTok, they’re connecting with younger audiences in a way that traditional TV often misses.

Also, shoutout to John Mulaney for his hilarious continuation of the Les Miserables musical, this time for New York’s 50th musical. Comedy GOLD. Not only is this embracing traditional humor, but it’s giving a nod to modern content, too. The blend of both worlds? Chef’s kiss.

YouTube Turns 20 🎉

Did you know YouTube started as a dating site? Its first slogan was “Tune in, Hook Up.” 😳💘

Here are some fun facts about YouTube:

• Mr. Beast is the most subscribed individual creator with over 360M subscribers. (And don’t forget to watch Beast Games on Amazon Prime if you haven’t already!)

• 500 hours of video are uploaded to YouTube every MINUTE. No wonder it’s hard to get views! 😂

• “Baby Shark” is the most-watched YouTube video of all time. 🎶

📺 The Rise of YouTube on TV: Why It Matters for Creators & Brands

Did you know that TV is now the #1 way people watch YouTube in the U.S.? This is a massive shift. We’re moving from quick-scroll mobile clips to long-form, sit-down-and-watch experiences.

Key Takeaways:

• Viewers expect higher production value 

• Longer watch times = more ad revenue 

• Think of YouTube like Netflix—your audience is getting comfortable.

What to do next:
If you've been focusing on Shorts, now’s the time to invest in long-form content: deep dives, docu-style storytelling, and high-quality production.

Fun fact: The very first YouTube video I saw was Lazy Sunday by Lonely Planet on SNL.

What was yours?

Bon Appétit Magazine Blatantly Copies Meredith Hayden from Wishbone Kitchen

Meredith Hayden, the mastermind behind Dinner with Friends and The Group Chat newsletter, was SHOCKED last week when Bon Appétit—a culinary powerhouse—launched a new series with the same name and concept as Meredith’s long-running newsletter. This wasn’t just a rehash of ideas—it was a near-identical concept, complete with group conversations around food, culture, and personal stories.

At first glance, this might seem like a quirky coincidence. However, when you consider the context of Bon Appétit’s more recent struggles with authenticity and brand identity, it becomes clear that this was likely a strategic move to revive the brand’s relevance, especially among younger audiences who love the homey yet chic vibe Meredith has cultivated with Wishbone Kitchen.

For Meredith, it’s frustrating. She’s spent years building her community of food lovers, and suddenly, Bon Appétit—with its established clout—launches a series that mimics her concept. This situation echoes a larger, ongoing trend of large corporations and traditional media brands pulling inspiration from smaller creators, often without proper acknowledgment.

🦉 RIP Duolingo’s Mascot—What’s Next for Brand Strategy?

Duolingo’s unhinged owl was killed off the day after the Super Bowl. But don’t be fooled—this move garnered more attention than most brands get from their $8 million Super Bowl ads.

What’s this bold move mean? It reminds me of the Kardashians ending Keeping Up—only to launch The Kardashians on Hulu shortly after.

Possible scenarios: 1️⃣ A new product launch 2️⃣ A new character takes over (flop or viral moment?) 3️⃣ A total brand voice refresh

We’ll be watching to see what happens next!

🧵 Pointina’s Galentine’s Day Sip & Stitch: A Gathering to Remember

At Pointina’s first-ever Galentine’s Day Sip & Stitch, we wanted to create more than just an event—we wanted to create a moment. A space where creativity met connection.

Inspired by The Art of Gathering by Priya Parker, we kicked things off with a question:

✨ Tell us about a time you made something for someone you love.

And the answers? Pure magic:
🧵 A grandmother’s needlepoint, stitched with love over decades.
🍲 A meal cooked with care after a long day.
🛏️ A childhood pillow, handmade for a baby brother—who now has kids of his own.

By the time we passed around the last ball of yarn, we weren’t just attendees. We were woven together—physically and emotionally.

elizabeth.buffone

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This is why Pointina exists: not just for needlepoint, but for the stories, tradition, and connection behind it.

🚨 Next Meetup: February 28th! Keep your eyes peeled.

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xoxo,
Elizabeth