In the creator economy, building an audience before launching a physical product has become a common strategy for ensuring business growth. By leveraging their social platforms, creators can validate their product ideas, engage their specific audience, and ensure a greater chance of a successful product launch.
This article explores the audience-first business strategy, emphasizing how creators prioritize building their audience before launching their brands. It highlights the strategies used to engage and grow their communities and features successful examples of creators who turned their influence into thriving businesses by focusing on their audience.
Why Do Creators Build an Audience First?
Building Relationships and Trust
Creators thrive by forming genuine connections with their followers. By consistently creating content that adds value—whether it’s through entertainment, education, or inspiration—they build relationships with a loyal audience. This foundation of trust is critical when they introduce a brand or product.
Testing the Waters for Market Demand
Launching a product to an established audience helps creators identify pain points and understand what their followers want. This process reduces risk and ensures the product aligns with the desires of the target audience.
Leveraging Built-in Marketing Channels
With a dedicated audience in place, creators can use their social media platforms to promote and sell their physical products without relying on expensive traditional advertising. The organic reach of a creator’s social media presence is often unmatched by other marketing tactics.
Establishing a Strong Foundation for Long-term Success
Creators who focus on audience building first lay the groundwork for long-term success. This strong foundation enables them to pivot, scale, and explore various brands or product ideas over time.
Strategies Creators Use to Launch Physical Products
Content Marketing and Storytelling
Creating content around their brand or physical product is one of the most effective ways creators drive engagement.
For instance:
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Sharing behind-the-scenes posts about the creation process.
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Highlighting the value the product adds to their audience’s life.
Pre-launch Buzz and Exclusive Teasers
Creators often use their platforms to generate excitement by dropping hints or sharing sneak peeks of their upcoming products. These strategies create anticipation and encourage pre-orders.
Collaborating with Other Influencers
Partnering with other influencers or creators can amplify the reach of a product launch. By tapping into overlapping audiences, creators ensure their brand reaches new customers.
Utilizing Landing Pages and Email Campaigns
Before a full-scale launch, creators often use landing pages to gather emails, test the demand, and collect feedback. These pages are essential for creating a streamlined sales funnel.
Hosting Special Events or Giveaways
Launching physical products as a creator often involves engaging in special events, such as live Q&A sessions or giveaways, to encourage interaction and generate buzz. These events help creators connect with their audience, build excitement around the product, and drive sales.
Successful Creators That Built an Audience Before Launching a Physical Product
Here are a few examples of creators who successfully turned their influence into thriving businesses:
Emma Chamberlain (Chamberlain Coffee)
Pre-Existing Audience: Emma Chamberlain built a loyal following on YouTube through her relatable vlogs and quirky personality, amassing millions of subscribers and followers across platforms.
Launch of Chamberlain Coffee: Launched in 2019, Chamberlain Coffee reflects Emma’s love for coffee, featuring ethically sourced beans and eco-friendly packaging.
Marketing Through Social Media: Emma leveraged her platforms, creating engaging content showcasing the brand and collaborating with influencers to boost visibility.
Audience Engagement: By incorporating her authentic voice and coffee rituals into marketing, she deepened her bond with fans who saw the brand as an extension of her personality.
Success of Chamberlain Coffee: The brand gained traction in the specialty coffee space, expanding its product line and earning a reputation for quality and sustainability.
MrBeast (Feastables and MrBeast Burger)
Pre-Existing Audience: Jimmy Donaldson, aka MrBeast, is a YouTube giant with billions of views, known for his philanthropy and outrageous challenges.
Launch of Feastables and MrBeast Burger: Feastables, a snack brand, debuted in 2022, while MrBeast Burger, a virtual restaurant concept, launched earlier in 2020.
Marketing Through Social Media: MrBeast’s massive YouTube reach was the cornerstone of his marketing strategy, featuring product giveaways, challenges, and charity promotions tied to his brands.
Audience Engagement: Fans were actively involved through interactive campaigns and collaborations, making them feel part of the brand’s journey.
Success of Feastables and MrBeast Burger: Both brands became wildly successful, with Feastables breaking into retail and MrBeast Burger expanding globally through ghost kitchens
Huda Kattan (Huda Beauty)
Pre-Existing Audience: Huda Kattan gained prominence as a beauty influencer on Instagram and YouTube, showcasing makeup tutorials and reviews.
Launch of Huda Beauty: She launched Huda Beauty in 2013 with a line of false eyelashes, later expanding into makeup and skincare.
Marketing Through Social Media: Huda leveraged her influencer status to promote the brand, sharing behind-the-scenes content and tutorials featuring her products.
Audience Engagement: Huda’s transparency and direct communication with fans fostered trust and loyalty, making her brand a must-have for beauty enthusiasts.
Success of Huda Beauty: Now a global cosmetics powerhouse, Huda Beauty has achieved billion-dollar valuations and is a top name in luxury beauty.
Ryan Reynolds (Aviation Gin)
Pre-Existing Audience: Ryan Reynolds’ fame as a Hollywood actor, particularly for his role as Deadpool, gave him a massive platform to reach fans.
Launch of Aviation Gin: He acquired a stake in Aviation Gin in 2018 and became its brand ambassador, blending his humor and star power into its marketing.
Marketing Through Social Media: Ryan created viral ads featuring his signature wit, often collaborating with other brands and celebrities.
Audience Engagement: His self-deprecating humor and personal involvement in campaigns made the brand feel authentic and approachable.
Success of Aviation Gin: Aviation Gin grew significantly under Ryan’s leadership, culminating in a $610 million sale to Diageo in 2020.
Dude Perfect (DP Merchandise)
Pre-Existing Audience: The Dude Perfect team built a dedicated following on YouTube for their trick shots and comedic sports content.
Launch of DP Merchandise: They launched their merchandise line featuring clothing, accessories, and toys to cater to their young, sports-loving fanbase.
Marketing Through Social Media: Dude Perfect promoted their merchandise through YouTube videos, Instagram posts, and collaborations with athletic brands.
Audience Engagement: Interactive fan events and behind-the-scenes content kept their audience invested in the brand and its products.
Success of DP Merchandise: The merchandise line became a key revenue stream, cementing Dude Perfect as a multifaceted entertainment and lifestyle brand.
Logan Paul & KSI (Prime Hydration)
Pre-Existing Audience: Both Logan Paul and KSI amassed enormous followings through YouTube, boxing matches, and music, with a combined audience in the tens of millions.
Launch of Prime Hydration: They co-founded Prime Hydration in 2022, entering the competitive sports drink market with a unique influencer-backed approach.
Marketing Through Social Media: Both creators used their platforms and fan rivalry to generate buzz, coupled with viral challenges and sponsorships, including partnerships with sports teams.
Audience Engagement: They directly involved fans through interactive polls, events, and giveaways, making Prime a community-driven brand.
Success of Prime Hydration: Prime quickly became a market disruptor, with retail sell-outs and partnerships with major sports organizations like UFC.
Ryan Kaji (Ryan’s World)
Pre-Existing Audience: Ryan Kaji became a YouTube sensation through toy unboxing and family-friendly content, appealing to young audiences worldwide.
Launch of Ryan’s World: Ryan’s World launched as a brand in 2018, featuring toys, clothing, and even a television series.
Marketing Through Social Media: The Kaji family incorporated Ryan’s World products into their videos, seamlessly integrating them into content consumed by their fanbase.
Audience Engagement: Ryan’s content maintained its educational and entertaining appeal, encouraging repeat engagement from kids and parents.
Success of Ryan’s World: The brand became a multimillion-dollar franchise, dominating the kids’ entertainment and retail spaces.
Charli D’Amelio (Social Tourist)
Pre-Existing Audience: Charli D’Amelio skyrocketed to fame as TikTok’s most-followed creator, renowned for her dance videos and relatable content.
Launch of Social Tourist: In 2021, Charli and her sister Dixie launched Social Tourist, a fashion line in partnership with Hollister.
Marketing Through Social Media: Charli used TikTok and Instagram to promote the brand, sharing styling tips and behind-the-scenes looks.
Audience Engagement: The sisters engaged fans through exclusive drops, live streams, and collaborations with fellow influencers.
Success of Social Tourist: Social Tourist became a hit among Gen Z, solidifying Charli’s status as a business-savvy creator.
David Dobrik (Dispo Camera)
Pre-Existing Audience: David Dobrik became a household name through his YouTube vlogs, showcasing a mix of humor, stunts, and friendships.
Launch of Dispo Camera: In 2020, he co-founded Dispo, a retro-inspired photo-sharing app that mimics disposable camera aesthetics.
Marketing Through Social Media: David used his YouTube platform to showcase the app’s fun features, while fans shared their own Dispo photos, creating organic buzz.
Audience Engagement: Dispo’s nostalgic vibe resonated with David’s audience, who eagerly embraced the app as a lifestyle tool.
Success of Dispo Camera: Despite controversies, Dispo attracted investors and a strong initial user base, establishing a foothold in the social media app space.
Challenges These Creators Face
Managing Product Quality and Distribution
Ensuring consistent quality and reliable distribution can be challenging for creators unfamiliar with the logistics of physical products.
Maintaining Authenticity
Creators often face scrutiny when monetizing their audience. It’s essential to ensure their products align with their personal brand and core values.
Competing with Established Brands
Entering a market with well-established competitors is a significant hurdle. Creators must focus on their unique value proposition to stand out.
Balancing Content Creation and Business Operations
Managing a business while continuing to create content can lead to burnout. Many creators hire teams to handle operations, but this requires additional investment.
Emerging Trends in Creator-Led Brands
Eco-Friendly and Sustainable Products
Creators are increasingly prioritizing sustainability, using their influence to advocate for environmentally conscious physical products.
Subscription-Based Services
Subscription boxes and recurring services are gaining traction as creators look for ways to build consistent revenue streams.
Direct-to-Consumer (DTC) Models
Many creators are bypassing traditional retail channels in favor of direct-to-consumer strategies, ensuring greater control over pricing, branding, and distribution.
Lessons from These Successes
Audience Comes First
The success of a creator brand depends on the loyalty and size of the audience. Focusing on audience building should always precede product launches.
Start Small and Scale
Many successful creators began with limited product lines before scaling their offerings. This approach minimizes risk and allows them to refine their business.
Authenticity Matters
Maintaining authenticity is critical. Creator-led brands that reflect the creator’s personality and values resonate better with their audience.
Invest in Marketing and Distribution
While a loyal audience provides a strong start, investing in professional marketing and efficient distribution channels is key to long-term growth.
Final Thoughts
The rise of creator-led brands demonstrates the power of audience building and the unique opportunities within the creator economy. From Emma Chamberlain to Logan Paul, these creators turned their influence into successful businesses by carefully aligning their products with their audience’s interests.
As creators continue to innovate, the future holds even more exciting possibilities for business growth in this space.
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