I was told not to be funny online. That it would “ruin the brand.” That no one wants to see a grown man in his 40s making jokes on the internet.
So… obviously, I did it anyway.
Now, in their defence, I probably didn’t sell the idea well. I didn’t say, “I’m building a brand” or “strategically engaging audiences through humour.” No, I said something along the lines of, “I think I might start filming myself ranting about parenting and people who say ‘let’s circle back.’”
And apparently, to some, that sounds less like a content strategy and more like a cry for help.
But here’s the thing: I didn’t want to build a ‘personal brand’. I just wanted to have a laugh. To be myself. To stop pretending that people over 40 can’t be a little bit chaotic and hilarious online without it being labelled a meltdown.
Because if we’re being honest, the world is already on fire. If posting a few sarcastic videos helps me (and maybe a few others) laugh about it instead of scream into a pillow, then surely that’s public service, no?
I’ve never considered myself a comedian. I write dark, twisty crime thrillers — the kind where people disappear and secrets explode and no one’s phone battery ever lasts more than 10 minutes. But I’m also the most sarcastic person I know, and it turns out people on the internet have a soft spot for slightly unhinged, brutally honest observations about everyday life.
I don’t know where this social media thing is going. Maybe nowhere. Maybe it fizzles out like every group chat after three messages.
But I can tell you this: I’m having fun. I’m enjoying being unapologetically myself — slightly chaotic, unfiltered, overcaffeinated, and deeply suspicious of anyone who says “touch base.”
And if that’s all I ever get out of this — a bit of joy, a few laughs, and the occasional “Mate, that was spot on” comment from a stranger — honestly? I think that might be enough.
What I Took Away From All This
I could have taken the advice. I really could have. I could have stayed firmly planted in the serious, shadowy world of crime thriller writing, where everything is measured, controlled, and—crucially—safe. No risk of looking like a middle-aged man having a public meltdown online. No risking the judgement of people who think that humour and chaos don’t mix with a respectable career. But here’s the thing: if I’d done that, I wouldn’t be doing what I want. I’d be doing what others think I should do, and that’s a shortcut to feeling boxed in and bored out of your mind.
So here’s the sound advice I’m offering: follow your own dreams and aims. Not someone else’s checklist of what success looks like. Don’t let other people’s values, fears, or outdated opinions shape your decisions. Yes, it could all go catastrophically wrong. Your videos might flop, your audience might ignore you, and your ‘brand’ might get more confused than ever. But so what? Who really cares? You could be the most famous person in the world one day and be forgotten tomorrow. What matters is living a life you choose, a life shaped by your own values, ideals, and ambitions. That’s where the real meaning is—because it’s yours.
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