FROM VLOGS TO VENTURES
There has been a recent emergence of Influencers starting CPG (Consumer Packaged Goods) brands. It seems that influencers have recognized that their value isn’t just attached to advertising a specific brand, but in leveraging their brand and marketing their products. Influencer marketing has become an immense industry in the past decade. Influencers have not only put brands on the map but also, at times, brought them down with them during their cancellation eras.
In recent news, a notable trend has materialized: top-tier YouTubers are dipping into the CPG pond. Brands like Chamberlain Coffee, founded by Emma Chamberlain, and FORVR Mood, launched by Jackie Aina are slowly turning into household names. This begs the question: What made influencers decide to go this route?
The Shift from Ambassador to Ownership
One major deciding factor is the realization that influencers can mobilize their giant followers to build their successful brands rather than just endorsing others. With up to millions of loyal followers, they have a built-in customer base that lives by their recommendations. By launching their products, influencers can cut out the middleman of their share.
Emma Chamberlain's coffee brand is a prime example. Known for her authentic and relatable personality, she has gracefully translated her love for coffee into a thriving business. Chamberlain Coffee is marketed as a reflection of her lifestyle, making it appetizing to her fanbase who aspire to emulate her.
Personal Branding and Strategy
YouTubers like Jackie Aina have shown that their influence is more than a few million views on a makeup tutorial. Jackie's FORVR Mood, a candle and fragrance brand, capitalizes on her reputation for extravagance and luxury. By integrating her brand’s core values into her products, she has created an emotional connection with consumers. This strategy has successfully garnered brand loyalty.
Authenticity and Reliability
Influencers have a competitive advantage in that they can directly communicate with their audience. This allows a rare authenticity that traditional brands struggle to obtain. For instance, influencers can include their followers in the journey when launching a new product. Influencers can provide behind-the-scenes looks, personal testimonials, and real-time reviews.
Obstacles and Collaborations
However, transitioning from influencer to CEO is not without obstacles.
Managing a business and creating content requires different skills. Product development, supply-chain logistics, and customer service are just a few areas where influencers must adapt and learn almost abruptly. This is why influencers will often collaborate with established or experienced partners in the industry to close these gaps.
The Future of the CPG industry
As this trend grows, we can expect to see more influencers turned into CPG leaders. Their success will likely inspire others to explore similar paths, potentially reframing the layout of the industry. For consumers, this could mean more innovation and personable products that directly align with their lifestyles.
In conclusion, this shift from subscribers to shoppers is an instinctive evolution for many influencers. By leveraging their deep connections and past brand partnership successes with their audiences, YouTubers are not only diversifying their income streams but changing how we think about consumer packaged goods. As they continue to disrupt this new territory, their impact on the CPG industry will be mesmerizing to watch.
