LOOL unearths what the algorithm leaves behind: new authors, emerging trends, and memes that haven’t yet made it into recommendations. We explain where they came from and why they’re interesting, helping a larger number of people stay current without getting stuck in the same feed.

1 — Keep the internet culture open. We don’t hoard discoveries «for insiders.» What is typically shared peer-to-peer («look at this artist I found, ” „have you seen this meme?“), we make accessible and understandable to everyone.
2 — Support for those outside the mainstream. Many artists have great content but lack reach or a platform. We give them their first audience and provide genuine exposure, not just a simple repost.
3 — Context over noise. We don’t just show a trend; we explain its origins, who is behind it, and why it resonated with people.
4 — Accessibility. You don’t need to „be online 24/7“ or be an expert in crypto and complex platforms to stay in the loop.

Segment: Internet culture and the creator economy.

Niche topic: Early trends and emerging creators online—memes, vlogs, fashion, visual art. The core content remains in fashion and art; everything else supplements it.

«Left out of lane» criterion: We write only about things that haven’t hit the mainstream yet. The author has fewer than ~20 thousand followers, the meme is only a few weeks old, or the trend is just starting to gain traction. If it’s already ubiquitous, we don’t cover it. This specific criterion keeps the topic narrow, even though there are many possible formats.

Potential sections: 1 — «Find of the Week»: one author (fashion, art, vlogs), three pieces of work, and why they are worth reading about; 2 — «Trend After Trend»: what is just starting to rise on TikTok, YouTube, and Telegram and how to recognize it; 3 — «Where the Meme Came From»: a brief analysis of a meme’s origin and why it resonated; 4 — «How It’s Made»: a technique or method demonstrated by the author (sewing, upcycling, illustration, editing); 5 — «Back in Line»: a suggestion box where readers submit authors and discoveries, and the best make it into the issue.

Direct Competitors:Zora (@our.zora, platform zora.co)
The primary competitor. The application allows users to post what interests them, discover emerging authors and real-time trends, and trade in what is gaining popularity—earning a reward if they predict correctly. The topics cover music, fashion, sports, art, memes, and technology. Their Instagram account has approximately 52 thousand followers. The promise is the same as LOOL: to find new things before anyone else.Trapbeforeyourap (Instagram, TikTok)
An account with approximately 280 thousand followers on Instagram that uses the #ungatekeepingdesigners hashtag on TikTok to showcase lesser-known designers and streetwear brands.Know Your Meme (meme encyclopedia website)
A well-known project that documents the origin and history of memes.

Indirect Competitors:Major fashion and culture media outlets (Buro 24/7, Wonderzine, Dazed, It’s Nice That)Telegram channels with memes and curated collectionsAlgorithm recommendations (TikTok, Instagram, YouTube)The creators themselves and trend accounts

Potential Competitors:

Thehumangallery (Instagram, TikTok) An account with over 1 million followers that features outfit checks and street interviews with passersby. Famous artists often participate in its videos even before achieving widespread fame.

Primary: Telegram. It’s ideal for creating curated collections with links, running polls, sharing submissions, and facilitating discussions. Instagram, TikTok, and YouTube are, for us, primary sources where we search for individuals outside the mainstream, rather than the main platform.

Potential:

Short-form videos (VK Clips, YouTube Shorts): «The trend you haven’t heard about yet, in 30 seconds» and «Where this meme comes from»; Newsletter: A weekly digest titled «5 Off-Beat Discoveries»; Pinterest or another visual platform for collections related to fashion and art; The creators themselves: they share posts about themselves with their audience—this provides free reach.

Young adults, roughly aged 18–27, who spend significant time on TikTok, Telegram, Instagram, and YouTube. They follow fashion, visual art, memes, and emerging creators, yet they feel that the algorithm keeps showing them the same content. Among them are viewers eager to discover something new, as well as aspiring creators who need their first audience.

What unites them:an interest in internet culture, fashion, art, memes, and vlogs;
a desire to discover new things before everyone else and share them with friends;
a fatigue with recommendations, advertising, and endless scrolling;
a respect for independent creators and authentic content, rather than the mainstream.

Jobs to Be Done: «When I feel like my feed is repetitive and I’m learning about interesting things too late, I want to find new authors and trends before everyone else and understand their origins so I can be inspired by fresh ideas and stay current.»

1 — Regarding Algorithmic Foresight «LOOL finds creators, memes, and trends before the algorithm surfaces them, and explains why they matter.»

Focus: We are faster and earlier than anyone else. This works if you want to emphasize an «out-of-the-box» idea.

2 — Regarding Curation Over Flow «LOOL: you don’t scroll, we scroll for you. We select the most interesting pieces from the internet and tell you where they come from and what makes them compelling.»

Focus: Time-saving and a sharp editorial sensibility. This connects to the insight from Section 5: people need curation, not just content.

3 — Regarding Differentiation from Zora «Everything Zora does, but without the crypto and trading: we discover new creators and trends in Russian, complete with context and no barriers to entry.»

Focus: Direct positioning against the main competitor. This works well during defense because it shows you understand the market.

LOOL — media about creators, outside the algorithm. We repost content and creators before they reach mainstream audiences. The reader becomes part of the niche that is about to become a trend.