Behind the Scenes: Inside Passionfruit’s Editorial Process


Passionfruit Editorial Channel: Adelia Chamberlain, Drew Grant, Leslie Horn Peterson

Drew: So, Lon’s piece went in a different direction, and I don’t know what to write for the newsletter intro now. I’m thinking about making it about how creators need to take a page from influencers and need to be more platform agnostic.

Leslie: Oh, I think that’s wise. Especially when the platforms are vying for supremacy now that Twitter is tanking. Lon does make the point that it’s good to diversify, and I think you could use that as a way in/to expand on that. He zooms in on the race to be the next Twitter. You can do the same and make it more broadly applicable to creators.

Drew: Yeah, I was thinking about it in terms of reactors. I was talking to one last night, and he was like, “Yeah, YouTube knows they have a monopoly on us. We can’t jump to another platform because no one else does long-form video, and YouTube knows we depend on reach to bring in page views. People who discover our channel mostly find us through YouTube’s recommended videos, and we can’t take the risk that the numbers won’t follow us to another platform.”

Adelia: I know that for the channel that I’m a part of, we have discussed in the past where we could potentially move our content to, but there are no other options for long-form on-demand content out there but YouTube.


Drew: Exactly. Reactors by definition need long form, but they could learn a lot from Gen Z, who will chop up their videos and put it on whatever platform pays the best or gives them the biggest audience. And if TikTok stops paying out, they’ll jump to Twitch until the policies over there stop being favorable, and then they’ll go to YouTube Shorts or whoever is paying out a creator fund that day. Influencers understand that platforms don’t give a sh*t about them. They know they’re essentially products of social media, but they’re the ones who own their brand.

Leslie: Adapt or die, I guess, is the lesson.  

Drew: Whereas many career reactors have been using YouTube for sometimes well over a decade. So even as they get dicked over by draconian censorship policies, abuses of the copyright system, decreasing percentages of the ad revenue, or arbitrary demands that they turn their content into Shorts to feed the algorithm, they quite literally don’t know where else to go that people could just find them. Like what, Vimeo? Vimeo is the worrrrst.

Leslie: Totally.

Adelia: Hard agree.

Drew: Well … that’s just f*cked up.


Inside Threads-Gate: What the Battle Between Twitter, Bluesky, and Threads Means for Creators

The Publish Press brings you the news from the creator’s point of view.

Sign up now to get the latest creator economy news stories—plus why it matters—delivered straight to your inbox



Jonah Hill

The Men Who Think Jonah Hill Did Nothing Wrong

Jonah Hill’s text messages have caused a vocal divide in online discourse. Some men online don’t seem to understand what Jonah Hill did wrong.

By Steven Asarch, Passionfruit Contributor


Here’s How To Take Actually Great Photos With Your Phone Every Time

10 tips and tricks for upping your phone photography game.

By Rachel Kiley, Passionfruit Contributor


Content for Creators.

News, tips, and tricks delivered to your inbox twice a week.

Newsletter Signup

Latest Newsletters

  • Dear President Biden, Stop the Ban

    Dear President Biden, Stop the Ban

    CREATOR NEWSLETTER Issue #229 | April 16, 2024 – Grace Stanley, Deputy Editor PLATFORMS CBS Issues Copyright Claim on 38-Hour ‘Beverly Hillbillies’ Video by YouTuber Quinton Reviews The YouTuber is speaking out about his experience with a CBS copyright claim. By Steven Asarch, Passionfruit Contributor → READ THE FULL STORY SPONSORED Need help staying organized as a…

  • Beware the TikTok’s DopplegAIngers

    Beware the TikTok’s DopplegAIngers

    CREATOR NEWSLETTER Issue #228 | April 11, 2024 THE COMMENTS SECTION “Nope. It is not about feeling threatened. It is about the fact that generative AI relies on the work of actual human artists. AI isn’t creating anything, so it is not threatening to creators. It is theft. That’s why we loathe it.” – Drew…

  • The Conspiracy and Camaraderie of the Eclipse

    The Conspiracy and Camaraderie of the Eclipse

    CREATOR NEWSLETTER Issue #227 | April 9, 2024 – Grace Stanley, Deputy Editor PERSONALITIES Can Gambling Content Be Ethical? YouTuber Brian Christopher Is Trying To Find Out ‘I would have hated it if I was ever responsible for encouraging anyone to play beyond their means.’ By Steven Asarch, Passionfruit Contributor → READ THE FULL STORY SPONSORED Build…