Influencers’ owned brand: from content to business creators

Written by Juliette Maumelat

December 21, 2021

As a direct consequence of the global pandemic, influencer marketing, merchandising, and branding have experienced a surge of popularity.

For some years now, influencers are not only promoting brands & products via their social platforms, but they have also become true entrepreneurs by creating their own. When receiving that much attention and faith from customers around the world, launching eponymous brands appears as evidence. From fashion to cosmetics or even jewellery and furniture, a wide range of opportunities is open to them. By creating their own brand, influencers can:

1. Get closer to their audience

The creation of an influencer brand can lead some followers to develop a certain sense of belonging to a community and a trusting relationship with their fav social celebrity. As a matter of fact, around 70% of teens trust influencers more than traditional celebrities and 49% of consumer depend on influencer recommendations for their purchasing decisions. Indeed, by launching a brand, influencers can measure their engagement and the loyalty of their community to a new level.

“6 in 10 YouTube subscribers would follow advice on what to buy from their favorite creator over their favorite TV or move personality.” Google

2. Display their own creativity

When working in that sector, influencers are used to collaborate with brands. However, as ambassadors, they often have to follow some conditions and can’t always express their creativity at 100%. Because of the different skills they developed in content creation, marketing and communication, some influencers feel ready to hope on the trend of running a business. This process of deciding from A to Z what you want your brand to be makes it way more authentic and personal. Thus, content creators can truly showcase their values, their passions and their convictions to their audience.

3. Ensure a prosperous future

The $13.8 billion industry that represents influencer marketing is still uncertain and full of surprises. We don’t know what might happen in few years as a platform and community can suddenly disappear (Musically) or go down (Instagram). With that being said, some influencers are motivated to launch a brand so they can secure their financial future with a more stable income.

 #TOP5 fav European influencers’ owned brand

Here is an example or our fav European influencers’ owned brand, the occasion to give you some last-minute Christmas gift ideas!

Influencers’ owned brands are a trend that is not going to end soon. At Territory Influence, we help both influencers and companies to find the right business models. Contact our experts so they can provide you with a tailored strategy to match your wishes.