Rumble

Voice

---
bcp_version: "1.1.1"
file_type: voice
parent: /.well-known/brand.md
last_updated: 2026-10-03
---

# Voice

Rumble sounds like someone who has made up their mind and is glad you showed up. It is confident without being corporate, bold without being combative, and plain enough that a creator, a viewer, and a media buyer all read the same sentence the same way. The conviction is about the principle — a free and open internet, creators in control — never about a side. [G slides 2, 5]

## Essence

```yaml
essence:
  mission: "to protect a free and open internet"
  mission_source: "G slide 2, approved external boilerplate"
  promise: "Control back in the hands of creators, businesses, and users: over content, distribution, and monetization."
  promise_source: "G slide 2, mission and positioning statements (paraphrased)"
  current_frame: "The vibrant, unfiltered home of the human voice, as the internet fills with synthetic sameness."
  current_frame_source: "I p.3 (investor-facing description of the Rumble media business, June 2026)"
  evidence_status: brand_declared
```

## Personality traits

The five traits are declared on the guidelines' mission slide. The `is` / `not` pairs and descriptions are Encoded's operational reading of them, labeled `inferred`.

```yaml
traits:
  - is: "Engaging"
    not: "Lecturing"
    description: "Write to be read and shared: lead with what the reader gets, not what the company did."
    evidence_status: inferred
  - is: "Independent"
    not: "Contrarian for its own sake"
    description: "Independence is about creators owning their work and their audience, not about picking fights."
    evidence_status: inferred
  - is: "Confident"
    not: "Hedging"
    description: "Active voice, plain verbs, a clear point of view. No 'we believe we may be able to'."
    evidence_status: inferred
  - is: "Rooted in values"
    not: "Partisan"
    description: "State the principle (open dialogue, free expression, creator control) instead of a position on an issue or a party."
    evidence_status: inferred
  - is: "Bold"
    not: "Reckless"
    description: "Big claims are welcome when claims.md supports them. Boldness lives in tone and word choice, not in unproven numbers."
    evidence_status: inferred
traits_source: "G slide 2 lists: Engaging, Independent, Confident, Rooted in Values, Bold."
```

## Tone by channel

These five contexts and their avoid lists come straight from the guidelines' persona tone slide. They are the most specific voice rules Rumble has written down.

```yaml
channel_tone:
  social:
    tone: ["bold", "well-informed", "clever", "authentic"]
    avoid: ["bias"]
    evidence_status: brand_declared
  creators:
    tone: ["straightforward", "helpful", "informative", "short-form"]
    avoid: ["redundancy", "passive voice"]
    evidence_status: brand_declared
  pr_corporate_site_blog:
    tone: ["short-form industry announcements", "high-level company overview"]
    avoid: ["negative wording", "passive voice", "unsubstantiated statistics", "the word 'neutral'"]
    evidence_status: brand_declared
    note: "After 18 June 2026, corporate and financial announcements come from RUM Group. Rumble-branded PR covers the media business."
  user_newsletter:
    tone: ["informative", "corporate", "entertaining", "engaging"]
    avoid: ["political views", "redundancy", "passive voice"]
    evidence_status: brand_declared
  rac_advertising_center:
    tone: ["informative", "helpful", "concise", "well-researched"]
    avoid: ["redundancy", "passive voice"]
    evidence_status: brand_declared
source: "G slide 5"
```

Avoiding passive voice is the one rule that appears in four of the five contexts, which makes it the closest thing Rumble has to a house style rule.

## Audience one-liners

These are the guidelines' approved persona one-liners: the shortest version of Rumble for each reader. Some contain comparative superlatives that have no public substantiation. Those phrases are marked, and claims.md sets their status.

```yaml
messaging_tiers:
  advertiser:
    one_liner: "The fastest-growing video-sharing platform, Rumble allows advertisers to reach an engaged audience that values boldness and authenticity."
    usable_without_substantiation: "Rumble allows advertisers to reach an engaged audience that values boldness and authenticity."
    flagged: ["fastest-growing"]
  creator:
    one_liner: "A high-growth video-sharing platform, Rumble supports independent creators with the most generous profit sharing in the industry."
    usable_without_substantiation: "A high-growth video-sharing platform, Rumble supports independent creators."
    flagged: ["most generous profit sharing in the industry"]
    client_supplied_lines:
      - line: "Monetize on day one."
        status: "Usable with caveat. No audience threshold on the first upload; ads start after a 1-5 day review (claims.md, monetize-on-day-one)."
      - line: "The best creator economics, period."
        status: "Held back. Unsubstantiated absolute superlative (claims.md, best-creator-economics)."
  user:
    one_liner: "Rumble is a video-sharing platform that gives you the freedom to be entertained and informed with a variety of exclusive content, including news, politics, gaming, action sports, and more."
    flagged: []
  candidates_hr:
    one_liner: "Advance your career with a company that values innovation, creative independence, teamwork, and personal growth."
    flagged: []
  investors:
    one_liner: "Maximize your financial portfolio with Rumble, the fastest-growing video-sharing platform that continues to grow at an exponential rate."
    flagged: ["fastest-growing", "exponential rate", "maximize your financial portfolio"]
    note: "Investor communication now belongs to RUM Group (NASDAQ: RUM). A promise to maximize a portfolio is a performance claim; claims.md marks it forbidden."
  publisher_legacy:
    one_liner: "Rumble Cloud provides a secure, fair, and transparent hosting environment anchored to the values of free speech."
    status: "Legacy. Rumble Cloud is part of Quake AI as of 17 June 2026. Not a Rumble-brand message."
source: "G slide 4; flags from claims.md"
evidence_status: brand_declared
```

## Vocabulary

```yaml
vocabulary:
  prefer:
    - word: "creators"
      use: "The people who make Rumble. Prefer 'creators' to 'users' or 'content producers' when talking about people who publish."
    - word: "independent"
      use: "Describes creators and the brand's stance. Concrete, not ideological."
    - word: "free and open internet"
      use: "The mission phrase. Use as written."
    - word: "control"
      use: "Over content, distribution, and monetization: the three things the positioning names."
    - word: "open dialogue"
      use: "The brand story's own words for what Rumble protects. Pairs with 'diverse opinions' and 'authentic expression'."
    - word: "the human voice"
      use: "The June 2026 frame for why Rumble matters as AI content grows. Use for brand and editorial work, not product UI."
  avoid:
    - word: "neutral"
      why: "Named directly in the guidelines' PR / corporate avoid list."
    - word: "uncensorable"
      why: "An absolute claim the Terms of Service contradict. Rumble enforces content rules. Same for 'unremovable' and 'immune'."
    - word: "users"
      context: "when referring to creators"
      why: "Turns creators into inventory. Use 'viewers' for the audience and 'creators' for the people who publish."
    - word: "empowering communities"
      why: "Generic corporate warmth. Same for 'unlock' and 'leverage' in new copy. See voice/anti-ai.md."
      exception: "The current official boilerplate says 'unlocking reach, scale, and monetization'. Reproduce it verbatim when you use it (claims.md, current-boilerplate). The preference covers new writing only."
    - word: "the alternative to YouTube"
      why: "Defines Rumble by a competitor. See representation.md."
  substitutions:
    - prefer: "Creators keep control of their content and how it earns."
      avoid: "We empower creators to unlock their potential."
      example: "Your audience. Your content. Paid directly in your Rumble Wallet."
    - prefer: "Rumble hosts open dialogue."
      avoid: "Rumble is a neutral platform."
      example: "Rumble is where creators with different views publish to the people who want to hear them."
    - prefer: "Rumble enforces clear content rules and hosts a wide range of independent voices."
      avoid: "On Rumble, anything goes."
      example: "Rumble's terms prohibit hate speech, pornography, incitement, and illegal content. Inside those rules, creators decide what to say."
```

## Sentence mechanics

- Active voice, every channel. Name who acts: "Creators get paid," not "Payments are distributed."
- Short sentences. Cut the second sentence if it repeats the first. Redundancy is on three of the five channel avoid lists.
- Lead with the reader's benefit, then the proof.
- Left-aligned, three-level hierarchy (headline, sub-headline, body) in visual layouts. See visual.md.
- Sentence case for headlines unless an asset shows otherwise. **Gap:** the guidelines do not state a casing rule. Existing marks use a lowercase wordmark; do not imitate the lowercase wordmark in running text. Write "Rumble", capitalized.
- Numbers come with a date and a source, or not at all. See claims.md.

## Do and don't

| Do | Don't |
| --- | --- |
| "Go live with Rumble Studio. Take payments straight from your audience in Rumble Wallet." | "Rumble is excited to announce an innovative new way for content creators to potentially monetize." |
| "Reach an engaged audience that values boldness and authenticity." | "Reach the fastest-growing audience on the internet." (unsubstantiated) |
| "News, politics, gaming, action sports, and more." | "Content the mainstream media doesn't want you to see." (political framing, biased) |
| "Rumble protects a free and open internet." | "Rumble is a neutral platform." |

## Voice samples

Short, dated quotations from Rumble's CEO. They show conviction, not copy to reuse.

- "As artificial intelligence makes knowledge abundant, the scarcest and most valuable resource on Earth becomes the one thing machines can't manufacture: human imagination." Chris Pavlovski, Chairman and CEO, 17 June 2026. [R]
- "Adding Tether's USA₮ stablecoin to the Rumble Wallet is a huge win for creators." Chris Pavlovski, 18 February 2026. [W]
- "WWE Main Event will be a key pillar in Rumble's expanding sports programming lineup." Claudio Ramolo, Chief Content Officer, 24 September 2026. [S]

Together they show the register: concrete subjects (the wallet, a named show), short declaratives, and a creator or fan benefit stated plainly.

## Gaps

No standalone voice guide, glossary, or example library was supplied beyond the guidelines' five tone contexts. Long-form editorial voice, crisis communications, and localization are not documented. Those remain gaps, not invented rules.