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Cluely’s ragebait launch went viral—was it a mess or masterpiece?
Ash + Lizzy
May 03, 2025
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Last week, Cluely dropped a launch video that made a lot of people very mad.
It also racked up 10 million views and drove 70,000 signups (not to mention press hits from TechCrunch to Business Insider and a guest spot on TBPN).
Their product? An AI tool that helps you “cheat on everything”—from college tests to job interviews; the video in question showed a young man using Cluely to lie to his date.
That they built the product isn’t shocking (there’s a lot of people out there building sketchy GPT wrappers). But the attention they got was impressive.
How’d they do it? Pure, unapologetic ragebait.
Catching rage in a bottle
Was it worth it? For Cluely, probably.
The founder was already viral for posting content from his Columbia discipline hearing (he got suspended not for building the tool, but for sharing details from the hearing). This is a team with a high risk tolerance, aiming for mass consumer scale, and hyped about the dystopia.
And they get how the internet works. They speak fluent Twitter and know how to earn respect from VCs and tech influencers: hustle, controversy, growth at all costs.
The general public might hate it. But the strategy worked for their goals: they got attention, a waitlist, and thousands of early adopters on board.
Will it stick? TBD. (The founder says the endgame is “a chip in your brain” so yeah, they’re committed.) But even if you’re running a serious business with a serious audience, there’s a lot to learn from the ragebait playbook:
Founder brands are fuel: Roy (the founder) is everywhere on X—and it doesn’t feel forced. It’s off-the-cuff, opinionated, and consistent. He got a TBPN slot not just because the company is buzzy, but because he’s compelling. In 2025, distribution is often the difference between breakout and bust. A founder who can drive the narrative = unfair advantage.
Don’t apologize: Cluely didn’t backpedal when the outrage hit—they leaned in. If they’d issued a soft apology, the launch would’ve deflated. We’re in a post-cancellation era (for better or worse). If you’re going to go loud, go all in—and don’t flinch.
Everything is content: Customer complaints? Content. Rejection letters? Content. Negative press? Content. The Cluely team understands that friction fuels the feed. Every response, review, and controversy is an opportunity to deepen the brand story. Even in B2B, not everything needs to be polished and on brand. Share the weird and honest stuff; the things you’d stop scrolling for.
Invest in great video: This launch wouldn’t have landed without that high-production, cinematic video. We’re living in a video-first internet and quality stands out.
Don’t be afraid to polarize: Cluely’s manifesto is unhinged—but it says something. Great brands polarize so don’t be afraid to articulate the world you want to build—even if it’s weird or ambitious. It doesn’t matter if you’re in insurtech, B2B healthcare, or dev tools. Most brands say nothing. Saying anything—with clarity and conviction—puts you ahead.
📱 New in non-traditional media
Tracking the newsletters, podcasts, and creators reshaping media influence.
📰 In the news
LinkedIn is monetizing its creators
LinkedIn is experimenting with running ads against select creators like Gary Vee and Allie K. Miller. It’s the platform’s first move toward paying creators—and a clear bet on video and personal brands.New York Magazine goes to Substack
NY Mag is now publishing one of its daily newsletters on Substack in an effort to meet readers where they are.Journalists are bringing their newsletters with them
Writer Alexis Benveniste shared that she now has an author bio at The Cut—that links directly to her Substack. Mainstream media bios are becoming launchpads for personal brands.
🎤 Spotlight on supply chain creators
With the tariffs upon us, supply chain experts have a lot to say. If you’re building in supply chain tech, here are a few non-traditional media outlets to keep on your radar:
#1 Supply Chain podcast in the space
Hour long episodes, every other day, featuring interviews with experts and builders in the space
Industry leaders host the podcast, webinars, and livestreams
Weekly episodes hosted by Sarah Barnes-Humphrey
Features interviews with top supply chain execs and founders building in the supply chain space
57,000+ subscribers on Substack
“All-in-one” supply chain intelligence hub, covering supply chain, procurement and logistics
Companion podcast is getting off the ground
Hosted by Richard Howells, Sin To, and Nicole Smythe
Weekly interviews with experts from supply chain and sustainability
Ideal podcast for supply chain, R&D, manufacturing, logistics and operations execs
⭐️ Favorite story of the week:
The rise of Cursor: The $300M ARR AI tool that engineers can’t stop using - Lenny’s Newsletter
In the tug-of-war between traditional and non-traditional media, founders are craving deep, well-told company stories. Pods, newsletters, and niche trades offer a chance to tell their story in detailed, nuanced ways. Lenny’s is quickly becoming the gold standard for that kind of coverage and this coverage on Cursor shows why.
⚡️ Steal this pitch
Here’s a real pitch we used to land expert commentary coverage aligned with RSA:
Numerous organizations have rapidly deployed AI-based systems without implementing the necessary security protections. Development and security teams in organizations need to have the authority to implement cutting-edge tools while maintaining fundamental protections for digital assets and customer trust. [EXEC] can expand on:
Why maintaining essential protections, such as identity and access management, is important when implementing AI solutions - even as new threats emerge at RSA
Organizations needing core security principles even when striving for faster product delivery to market
Why AI should enhance, not replace, proven security practices - a theme largely being discussed at RSA
💫 Client wins
Our clients are making headlines. Check out coverage our clients got this week in USA Today, Biometric Update, and North American Clean Energy.
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