How to Blow Up on the Internet with One Memorable Line, Plus Instagram Updates You Need to Know Now
Hey love, it's Andi, and today I want to talk to you about something that’s been swirling around my mind — and maybe yours too — especially if you’ve been watching the way a single phrase can light up the internet and turn into an entire movement. Whether you’re a business owner, a content creator, or just someone who’s dreaming of building a brand with depth and magnetism, understanding how to blow up on the internet with one viral line might just be your next big unlock.
In this episode, we’re diving into the power of a mantra that sticks, how creators like Jules and Amy have done it so beautifully, and how you can craft a community mantra that spreads like wildfire — but in the best, most aligned way. I’m also going to give you the lowdown on this week’s Instagram updates for 2025, and a genius little insight from a behind-the-scenes brand builder that will help you move like a million-dollar brand, even if you’re still a one-woman show (like I mostly am).
The Internet is Built on Mantras — Here’s How to Make Yours Viral
There’s a reason why certain phrases like Main Character Energy, Brat Summer, or Soft Girl Era feel like they take over the internet. They tap into a shared feeling, a cultural mood, a subtle sense of rebellion or redefinition — and they do it in just three or four little words. In 2023 alone, we saw “Goblin Mode” named word of the year, and lately, phrases like Mindful and Demure and Lazy Millionaire are rising to icon status. These aren’t just cute taglines; they’re entire brand identities packed into one unforgettable soundbite.
Take Jules, the woman behind Mindful and Demure. What began as a quiet, almost ironic play on a hyper-feminine, old-world ideal has become a whole aesthetic and vibe. It’s not just something she says — it’s something her community feels deeply. Or Amy, who calls herself the Lazy Millionaire. She’s not selling laziness. She’s selling the fantasy of making rich-girl money without the burnout, without the grind, while you’re sipping coffee in silk pajamas in Paris. The power of their phrases lies in how deeply they resonate, how quickly they create an emotional connection, and how clearly they offer a new vision of success.
So, what does this mean for you? It means that your brand deserves a mantra too — one that people repeat, one that signals, “this is for us,” and one that creates a ripple effect beyond your immediate audience. When crafted intentionally, this kind of phrase doesn’t just help you get noticed. It helps you be remembered.
Your 5-Part Framework to Craft a Viral Community Mantra
If you’re ready to tap into your community’s secret language, to build a brand that feels like a vibe — not just a business — this five-step process is your starting point.
Step 1: Know Your Core Values.
Before you ever write a word, you need to go deep. What do you stand for that others don’t? What’s the belief that pulses through your business, your brand, your content, and your creative energy? For us at Oui, We Studio, we’re all about redefining what it means to be a smart, spiritual, wildly intentional entrepreneur — the kind that lives for out-of-office days and dreamy rituals just as much as strategy and systems. When you find that value that’s unique to your worldview, your mantra becomes the next natural expression of that energy.
Step 2: Craft the Unlikely Phrase.
This is the alchemy moment. Pair words that feel like they shouldn’t go together — like “lazy” and “millionaire,” “mindful” and “demure.” These unexpected combos create curiosity and edge. They stand out because they bend the rules just enough to make people take notice. The goal here is to write something that doesn’t just sound good, but feels like a cultural signal. One that says, “If you get this, you’re one of us.”
Step 3: Strategic Repetition.
Say it. Then say it again. Then build your entire content strategy around it. Your phrase needs to appear in your Instagram bio, your newsletter signoff, your podcast intro, your product names, your email subject lines. This is branding 101 — but it’s also how you make your mantra unforgettable.
Step 4: Make It Feel Like an Insider Badge.
If you know, you know. That’s the energy you want. Use point-of-view content to call in your audience — not by chasing them, but by signaling your truth so clearly that the right people can’t help but feel like you’re speaking directly to them. When someone repeats your phrase back to you, you’ll know it’s working.
Step 5: Iterate Based on Feedback.
Notice what lands. Watch the comments, the DMs, the saves. Your audience will tell you which words hit hardest. Don’t be afraid to tweak or evolve your phrase over time — but stay rooted in your original intention. That’s where the magic lives.
The Millionaire Brand Mindset: Why Speed of Execution Matters More Than Strategy
Let me share something that shook me in the best way. Katie Nicole, a creator who’s worked behind the scenes on million-dollar brands, dropped this truth on Threads: “Millionaire brands aren’t smarter than you. They just implement faster.”
That’s it. The whole game. It’s not about knowing more. It’s about doing more, faster, without overthinking yourself out of your next idea. If you’ve ever found yourself stuck in a cycle of learning, consuming, prepping, and never launching — this is your permission slip to break the cycle.
Want to move like a million-dollar brand? Here’s how:
Break your goals into small, clear, daily steps.
Prioritize what actually moves the needle (hint: it’s not a new Canva template).
Take action the moment you make a decision.
Let go of perfectionism — done is better than perfect.
Set weekly check-ins to evaluate and adjust as you go.
Most of us don’t need more strategies. We need to take what we already know and apply it with confidence and clarity. Fail fast, learn faster, and keep moving forward. That’s how momentum builds.
Instagram’s Latest Features (April 2025): What to Know + What to Try
As always, Instagram is testing new features and rolling out updates designed to keep us creating. While that can feel overwhelming (hello, content fatigue), it’s also a playground for those of us willing to experiment.
Here are the most exciting updates right now:
✨ New Creative Text Tools:
Reels and static posts now come with animated fonts, custom effects, and the ability to add text directly to your photo or carousel — no more IG story workarounds. This is a big win for visual storytellers and educators who want to elevate their content without leaving the app.
🎶 Music in Story Posts:
Now you can share a 15-second music clip as a standalone post. Whether you’re showcasing a vibe, celebrating a mood, or highlighting an indie track you love, this is a great new way to connect through sound.
🤝 Collaborative Carousels:
This feature (still being tested) allows others to contribute to your carousel posts — with approval, of course. Think: group projects, curated community highlights, or co-branded storytelling. The collaborative possibilities here are endless.
💬 Visible Comments on Stories:
Another test we’re watching: public story comments. Imagine being able to create deeper engagement on your stories without DMs. It’s a subtle shift, but one that could change how we think about storytelling on IG.
Oui, We Tip: Use the tools that feel good to you. Don’t stress about using every update. Focus on the ones that align with your content strategy, make things easier, or add creativity to your brand voice.
Final Thoughts: Your One Viral Line Could Be the Beginning of Everything
This season is calling you to stop overcomplicating and start expressing. Whether your mantra is cheeky, charming, rebellious, or quietly powerful, it should reflect the heart of your community and your mission. It should be sticky, emotional, and bold enough to say what others are just thinking.
And when you pair that with intentional strategy, fast implementation, and a brand built on values? That’s the moment everything clicks. That’s how you blow up on the internet — and build something that actually lasts.
