How Micro Influencers Are Launching 6 Figure Product Lines

One recent influencer marketing trend is the creation of new product lines by influencers who shun existing brands. The creator CEO era can be attributed to various factors, such as social media platforms' low organic reach, which makes brands rethink their approach. We have already seen major influencers like MrBeast and Selena Gomez launch their products.

However, many of those launching products are mega influencers with millions of followers. This also raises these questions: Can micro influencers effectively launch their products, and what factors contribute to their success? Join us in this article as we answer these questions.

Examples of Influencers Launching Product Lines

According to an article in AdWeek, a California teenager, Emma Chamberlain, 17, had gotten over 3.6 million subscribers on YouTube in less than a year. In less than three years, she had reached over 9 million subscribers. She leveraged those subscribers to create her product lines, turning the subscribers into customers.

Emma opened a storefront called Low Key, where she would pre-sell her clothes and accessories. Despite pixelated product images and scrambled product names, she had enthusiastic followers buying the products. Some of her products sold out, such as the scrunchie that was sold for $25 during the presale. This illustrates that micro influencers can grow their following and launch their product lines, which can be attributed to their authenticity in an age when de-influencing affects brand marketing strategies.

Why Micro Influencers Will Matter For Big Brands

With popular influencers launching their brands, especially in the fashion and accessory industries, it will become harder for brands to work with mega influencers. After all, these mega influencers are now turning into their competitors. While many will find that building a business is usually more complicated than they envisioned and will, therefore, not succeed, others will become successful. 

That also means that brands will need to rethink their strategies. One way they will need to do that is to work with less popular influencers, such as micro influencers. They will aim to identify the upcoming creators and build relationships and loyalty early enough. Over time, some of these influencers may also graduate and become mega influencers who might launch their product lines, as in the case of Emma. But before then, micro influencers will become a strong fortress for brands.

The Rise of the Social Influencer Founder

Previously, the CEO's role was limited to running the company. To market their products, these business leaders hired influencers. However, in recent years, we have seen a new trend where the CEOs of well-established companies act as brand advocates, with their followers learning about their brands through their content. These are called CEOs or CXOs, often experts in their niche.

This trend is catching up as people recognize that these social influencers have insights that easily resonate with their target audience. They speak about the products they want to hear and are experts in their field. This has given rise to influencers who are also brand founders. Since they don’t have a large following like mega influencers, it's also a good example of micro influencers who sell their products.

How to Become a Social Influencer CEO

As a social influencer CEO, you must build a following like anyone else. The goal is to ensure you are saying the right thing that resonates with your target audience. Additionally, you need to leverage these tips to become a social influencer CEO.

Create Relevant and Relatable Content

As a CEO, you need to create a following based on the things you tweet or post. Your posts should be relevant to your business and your potential audience. For instance, you can discuss the challenges you face in your industry and elaborate on what you have noticed as a business leader and CEO.

Since you will provide your followers with insights you've gained through learning and experience, you will likely attract people who have faced similar challenges and are ready to learn about such events and instances.

The Human Touch of Branding

The primary reasons for becoming a social influencer are to grow your business and market your brand, resulting in a better impact, including networking, brand recognition, and increased revenue. As a CEO, you don't have to spend hours on social media to increase social media engagement. You only need to find a good way to connect with your audience and create buzz and hype for your business.

Final Thoughts

With mega influencers launching their products, micro influencers will play a key role. Many brands prefer these influencers because of their higher engagement. Additionally, we will see a rise in social influencers, where the CEO is engaged in marketing their products or services.