“I all the time need to have the ability to simply convey pleasure, happiness, and laughter to anybody who involves my web page.”
That guiding intuition sits on the heart of O’Neil Thomas’s creator enterprise, one constructed on three interlocking pillars: comedy because the entry level, vogue as visible storytelling, and cultural commentary as connective tissue. Collectively, they’ve enabled O’Neil to scale with out flattening his voice, utilizing humor not just for leisure, but in addition to decrease defenses, begin conversations, and construct belief with a rising viewers.
O’Neil started breaking by means of in late 2023 and all through 2024, when his situational comedy collection, typically set round a dinner desk crammed with exaggerated household archetypes, started drawing repeat viewers and experiencing speedy viewers development.
On the similar time, his popular culture sketches, together with a viral video centered on Dangerous Bunny, expanded his attain past platform-native audiences and into mainstream protection by CNN, The Wall Avenue Journal, AP Information, and Folks Journal.
Comedy because the Invitation, Commentary because the Substance
O’Neil describes comedy because the entrance door. “Comedy could be very inviting,” he says. “It’s a good way to introduce folks to a humorous facet and convey their protection down a bit bit.”
As soon as individuals are listening, he begins to discover deeper territory. His sketches commonly contact on cultural identification, psychological well being, and social dynamics, however all the time by means of humor relatively than confrontation. “I discover a actually wholesome medium with regard to constructing that connection,” he explains. “I need to invite them to the desk and never really feel like they’re shunned away.”
This strategy displays O’Neil’s persona each off-camera and on-camera. He credit his love of dialog to household dynamics, joking that his mom compares him to a family model of Dr. Phil. He likes asking why folks suppose and act the best way they do, then translating these observations into content material that feels acquainted relatively than preachy.
The result’s work that resonates throughout demographics with out dropping specificity.
The Collection That Modified All the pieces
The inventive danger that paid off most for O’Neil started nearly by accident. A Thanksgiving video posted one yr in the past went viral, then pale into the archive. A yr later, with no new concept prepared and permission from one other creator echoing in his thoughts, he reposted it.
It went viral once more. This time, the viewers needed extra.
“I believed it was a standalone video,” O’Neil says. “Then folks have been asking for an element two. I did an element two, and that went tremendous viral. They needed an element three.”
Inside 5 days, he was producing new episodes repeatedly. The momentum didn’t gradual. “I earned 1,000,000 extra followers within the span of about three months due to that video,” he says. “After which every year, I’ve simply gained 1,000,000 extra.”
The collection, now one among his signature codecs, gave O’Neil one thing many creators by no means obtain: a chunk of IP he writes, produces, edits, and stars in himself.
Constructing With the Viewers
Scale has not modified how O’Neil interacts along with his group. If something, it has deepened his dedication to reciprocity. He responds to feedback, opens query containers on Instagram Tales, and commonly invitations followers to assist form future episodes.
“I remind myself persistently that it’s social media,” he says. “It’s a two-way road.”
Viewers feedback typically turn into half twos and half threes, or encourage standalone movies. O’Neil research his For You web page, tracks what language and references are circulating, and weaves these alerts into his work so viewers acknowledge themselves in it.
That spotlight reveals up within the metrics he intently displays. In line with O’Neil, excessive remark quantity within the first 10 to half-hour alerts successful. Shares matter greater than likes. Generally, when engagement surges so quick the platform lags, he is aware of one thing large is occurring.
Trend as Character, Not Costume
Trend shouldn’t be a aspect undertaking for O’Neil. It’s central to his storytelling. “Trend is expression,” he says. “Who’re you feeling? What’s your vibe? What’s your temper?”
As a tall creator with a background in efficiency, he gravitates towards daring silhouettes and materials that talk persona. In the future, which may imply impartial heat for a espresso run. One other night time, it may very well be all black leather-based, leaning right into a supervillain fantasy.
His viewers doesn’t separate the comedy from the garments. “They observe me for me,” O’Neil says. “They love an excellent snort. They adore it once I come out with a very good look.”
That belief reached a brand new stage in 2025, when O’Neil collaborated with iconic stylist Mickey Freeman on two customized couture seems to be for Beyoncé’s “Cowboy Carter Tour” at MetLife Stadium.
It was his first time carrying customized couture. The method started as an concept a yr earlier, moved by means of sketches that mirrored what he had imagined, and culminated in clothes designed in Paris and fitted in america.
“I used to be blown away,” he says. “He knew precisely what I used to be considering.”
Creators and the Gatekept Worlds of Trend
That have bolstered O’Neil’s perception that creators belong in conventional areas, however on their very own phrases. “Belief your intestine,” he says. “By no means let commentary hinder your artwork.”
He sees the style trade warming to creators, particularly as creators more and more present the depth and behind-the-scenes storytelling audiences crave. Nonetheless, he believes extra may be accomplished to decrease limitations. Entrance-row seats and backstage entry will not be simply perks however strategic investments in creators who translate craftsmanship into tradition.
“They’re those exhibiting off your work, your coronary heart, the whole lot you’ve put into it,” O’Neil says.
What Manufacturers Nonetheless Get Mistaken
From O’Neil’s perspective, the largest false impression manufacturers maintain about creators is an overreliance on numbers with out understanding viewers belief. Metrics matter, he says, however they don’t seem to be the entire story.
“Viewers is the facility,” he explains. “Viewers is the wealth.”
O’Neil believes that manufacturers that succeed are those keen to belief creators and their communities, even when the execution feels area of interest or unconventional. Others stay hesitant, defaulting to conventional campaigns that really feel secure however disconnected.
Listening, he argues, is the lacking step. Remark sections provide real-time suggestions on what lands and what confuses. Creators who already communicate the language of these areas may help manufacturers shut that hole.
Platform Technique and the Work Behind the Scenes
O’Neil’s platform combine displays how he makes use of every area otherwise. Instagram comes first for him due to Tales and the immediacy of dialog. TikTok is his most well-liked platform for posting, the place his viewers responds shortly. YouTube gives long-form consolation for each him and his viewers.
Behind the scenes, the workload is intense. For his collection, O’Neil scripts episodes in Google Docs, revises them for timing, lights his studio, performs all of the characters, and edits on his cellphone. A single episode can take three to 4 hours from begin to end.
“It may be very daunting,” he says. “However understanding the top product is what I envisioned makes it value it.”
Not each concept lands. O’Neil laughs when he recollects a SpongeBob impression video he was satisfied would go viral. It flopped. He reposted it days later. It flopped once more. He tried as soon as extra after gaining greater than 1,000,000 followers. Nonetheless nothing.
“Perhaps this simply wasn’t an excellent video,” he says. The lesson was easy, however lasting: let go of concepts that aren’t serving the work and transfer on.
Performing, Possession, and the Subsequent Section
In 2026, O’Neil is targeted on coaching. Performing lessons, auditions, and preparation for movie and tv roles fill a lot of his time. As well as, he’s contemplating possession. He desires to funnel his viewers towards initiatives he totally controls, from indie productions to potential dwell comedy reveals.
A check put up asking if followers would attend a dwell present drew greater than 10,000 likes and three,000 feedback. The sign was clear.
Lengthy-term, O’Neil sees himself on screens large and small, with press excursions that merge efficiency and vogue. However the underlying purpose stays unchanged. “I hope it’s good,” he says of how folks describe his work. “Should you want an excellent snort, if it’s essential really feel secure, go try his work.”
In three years, he imagines that very same power scaled, not diluted. “I can see myself on everybody’s screens,” he says. “Massive and small.”
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