Social media influencers hold significant influence and reach millions of people with their content. As a result, many influencers aspire to create their own brands to capitalize on their large following. However, developing a successful brand that appeals to both the influencer’s existing followers and a broader audience can be challenging. Home of The Finest (HTF) is a brand-building agency that aims to assist influencers in creating meaningful and effective brands that will resonate with their followers and attract new audiences.
Jeremy Maczkowski is a Canadian entrepreneur who founded the company Home of The Finest with a focus on building brands for content creators and influencers to expand beyond their existing subscriber base. They recognize that many influencers are facing challenges in developing engaging and relevant brands for their followers. To address this, HTF partners with influencers and content creators to create brands that they are passionate about and proud to represent. By doing so, the influencers become enthusiastic promoters of their brands, fostering a community of subscribers who are also proud to be associated with the brand. These brands are designed not only to benefit the influencers and their subscribers but also to inspire their wider audience to purchase from the brand and become part of the community.
When it comes to building a brand, influencers often face the challenge of creating a website that is not only effective but also inspiring. Unfortunately, many influencers are using generic websites that lack unique designs and fail to motivate their audience, let alone anyone outside of their audience, to make a purchase. Despite being skilled content creators with a large following, some influencers struggle to create a brand and website that is able to convert visitors into customers. Recognizing that a website is the virtual storefront of a brand, HTF understands the importance of creating a website that is engaging, user-friendly, and compelling, while also portraying the brand. HTF collaborates with influencers to design visually stunning websites that are strategically optimized to convert visitors into customers.
The list of creators who have successfully formed brands outside of their personal brand is long and growing. “We’re going to see some of the biggest brands come from influencers and content creators in the coming years,” said Maczkowski. In recent years, some of the world’s largest beauty brands have been founded by content creators or influencers. Ipsy, a beauty company founded by Michelle Phan in 2011, has an estimated annual revenue of over $500 million. Kylie Cosmetics, founded by Kylie Jenner in 2014, has an estimated annual revenue of $375 million. More recently, MrBeast started MrBeast Burger with over 300 locations and an estimated annual revenue of $100 million. Dwayne “The Rock” Johnson created Teremana tequila, which is now worth $3.5 billion. The list goes on and on of top companies that have been started by influencers leveraging their own audience while expanding their brand into an audience beyond their subscriber base.
Home of The Finest (HTF) aims to assist content creators in helping them develop and convey their brand identity through their website and content in a way that resonates with their audience and creates a sense of community around the brand. HTF recently played a crucial role in the launch of Liminal Land, a brand initiated by successful YouTubers Nexpo and Nick Crowley who have a combined subscriber base of over 4.5 million. Similar to other content creators, they faced challenges in establishing and promoting their brand in a way that would encourage their subscribers to purchase merchandise and join a community.
HTF played a major role in conceptualizing and establishing the Liminal Land brand and creating a website that was unique and relevant to the target audience. They facilitated a relationship between the influencers and their fans, resulting in the latter’s desire to purchase merchandise from the branded website.
In conclusion, it’s going to be crucial for content creators and influencers to create brands that can appeal to their audience as well as be attractive enough to individuals that don’t consume their content. Influencers who can establish a brand early on will have a much higher chance of being in the space long term. Influencers who fail to create an intriguing brand that can attract an outside audience will find it extremely difficult to monetize their channels efficiently and long-term.
