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Influencers are working so hard to build engaged audiences from scratch.
So why are they still promoting other brands' products and not their own?
A few reasons why it happens and how it's changing:
So why are they still promoting other brands' products and not their own?
A few reasons why it happens and how it's changing:
1/ A few reasons:
a) Insights: They don't necessarily know what products will work with their audience
b) Products: Translating insights into product lines requires real expertise
c) Logistics: Delivery Ops & support isn't rocket science but cannot fit into a creator's schedule
a) Insights: They don't necessarily know what products will work with their audience
b) Products: Translating insights into product lines requires real expertise
c) Logistics: Delivery Ops & support isn't rocket science but cannot fit into a creator's schedule
2/ So what do they do instead?
a) They rent their audience to brands (low financial upside and brand downside)
b) They hire an agency to deal with everything (only accessible for large creators)
c) They internalize this function (management, defocus, etc.)
a) They rent their audience to brands (low financial upside and brand downside)
b) They hire an agency to deal with everything (only accessible for large creators)
c) They internalize this function (management, defocus, etc.)
3/ That's where @Global_Belly comes in: They help creators launch physical & virtual product lines by taking care of everything from them, from product design and tech to operations and delivery.
A game-changer.
A game-changer.
4/ What types of products lines are they helping creators launch? Imagine a pastry chef who has amassed millions of followers with cookie decorating tutorials.
How amazing would it be if they could launch their own DYI cookie kits, books & e-tutorials?
Say no more...
How amazing would it be if they could launch their own DYI cookie kits, books & e-tutorials?
Say no more...
5/ The amazing @SweetAmbs has already sold 1000s of products in just a few months with @Global_Belly.
Its ambition is to enable any creator to capitalize directly on the leverage they've built themselves instead of advertising for others.
Its ambition is to enable any creator to capitalize directly on the leverage they've built themselves instead of advertising for others.
6/ This is a platform play and not an aggregator one.
They're building infra-as-a-service for creators who already have an engaged audience, not a marketplace for anyone to create and sell their products.
They're building infra-as-a-service for creators who already have an engaged audience, not a marketplace for anyone to create and sell their products.
7/ I believe this is (partly) the future of eCommerce. Product is becoming commoditized, what now makes the difference is the story.
Creators are masters at nurturing engaging stories around them, so they should benefit from the upside.
Creators are masters at nurturing engaging stories around them, so they should benefit from the upside.
8/ And the opportunity is huge: The global market for Social Commerce is estimated to reach $600B in 2027.
What share of that growth will be creator-driven and how much will they get?
What share of that growth will be creator-driven and how much will they get?
9/ PS: I'm currently digging into the Creator Economy and I'm regularly sharing my analysis of the startups and trends I encounter.
Subscribe to 'Arm The Creators' my monthly newsletter on the Creator Economy and talk to you in your inbox! https://hugo.pm/newsletter/
Subscribe to 'Arm The Creators' my monthly newsletter on the Creator Economy and talk to you in your inbox! https://hugo.pm/newsletter/
