Should your brand be afraid of Emma, David and Charli?

More and more SoMe influencers are also becoming entrepreneurs. Youtube and TikTok stars launch their own companies, brands and products, converting followers to consumers. A loyal fan base is good business — whether it is coffee, perfume or make-up. But what does all this entail for more established companies? Should they be worried?

The number of people who follow social media influencers like Emma Chamberlain, David Dobrik and Charli D’Amelio is unfathomable. About 11 million follow Emma on Instagram, 14 millioner for David and 32 million for Charli. And when you turn to TikTok it is even more. Emma has 8.4 million fans, David has 23 million and Charli blows everyone out of the water with 96 millioner.

With a great audience comes great potential. Business potential that is.

So far, the usual approach to monetising this potential has been through merchandise or sponsored content. But this is slowly becoming “so last year”. Now, an increasing number of influencers launch their own products and services.

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From vlogs to perfume and coffee

Youtube sensation David Dobrik is one example of an influencer who has adjusted his strategy. A great deal of Dobrik’s income was merchandise but now he has launches multiple projects, among others his own perfume, fittingly called “David’s Perfume”.

At the same time, he is developing his own social media platform, Dispo. Building on his already popular app, “David’s Disposable”, which earlier this year hit one million downloads on the App Store.

But is this just merchandise 2.0? It might be. Nevertheless, it indicates how influencers are trying to increase and diversify their sources of income, while at the same time becoming less dependent of sponsors.

Besides being an obvious business opportunity, it is also a great opportunity for Dobrik and other influencers to expand their own personal brand. They can seamlessly merge promotion and entertaining content. Especially Youtuber Emma Chamberlain is an example of this.

Coffee is a main character in Emma Chamberlain’s Youtube videoes. She usually begins her vlogs at the coffee machine and has been doing so for a long time. So why not make your own coffee brand? So, when Emma promotes her own company it feels natural and on-brand.

Speaking directly to a young audience through their social media platforms, Chamberlain and Dobrik have an optimal and profitable access to consumers with a great “Life Time Value”.

David Dobrik or Hugo Boss

Influencers have a unique position and connection to their audience. Which more and more are becoming aware of. This posses a challenge to how traditional and established companies promote themselves today and in the future. They can spend millions of dollars on something no one wants to listen to. However, as soon as David or Emma posts something, their fans, immediately, heads for the webshop checkout.

It is better strategy for influencers to sell their own products than sell others. It is easier for them to create contents, or rather commercials, that falls in lign with their brand across platforms. They do not have to fear of undermining their brand through dubious brand collaborations.

So, this is probably just the beginning. More influencers will follow in their footsteps, just like Chamberlain, Dobrik and other SoMe stars have copied the Kardashians and Jenners who have had tremendous success starting their own companies building on their personal brands.

So does your brand need to be afraid of Emma, David or Charli?

Yes and no.

Soon, companies can find themselves in a situation, where they are having a very hard timing reaching their audiences because people would rather listen to what an influencers has to say or sell.

However, influencers personal brand is heavily based on their public perception. A shitstorm can quickly make a mess of things and make a rising star fade away.

People seek other people

It still brings enormous marketing value when companies collaborate with influencers. Just think of the legendary and lengthy collaboration between SeatGeek and David Dobrik. And recently, Dunkin’ launched a drink named after aforementioned Charli D’Amelio.

In the short run, it has proven to be a big success doing so. But what happens when influencers do not feel like doing sponsored posts anymore? Are your company prepared for that?

This development show how much an emotional connection means for sales and brand building. It’s feelings first. And a strong brand rarely builds on price but rather an emotional connection with their audience.

So ask yourself: should you be afraid of Emma, David and Charli?