Marianna Hewitt talking with Valeria Lipovetsky on why creators make great brand founders:
Absolutely. Because, as creators, we wear so many hats. We do so many things. You can be a company with maybe one other person — or maybe a lot of creators are just working by themselves — and:
- you’re the photographer, videographer
- you’re the marketing person
- you’re the social media coordinator
- you’re a videographer
- you’re an editor
…you do so much. And, your job, really, as an influencer is to influence other people:
- to do something
- to try something
- to go somewhere
- to experience something
…and so, we really knew what people would resonate with online. So we took all that experience.
And that’s why I think influencers really do make such great brand founders. Because we really understand our communities, our audience— how to speak to them.
And then, taking that, mixed with data, mixed with whatever you’re passionate about, it really makes for such great success. And, that’s why I think in the last few years we’ve seen so many influencer-founded brands succeed.
Valeria:
Yeah.
Marianna:
Because I think they really know their audience best, and it’s so much more genuine than a business starting another brand.
Creators are sometimes surprised at how little the marketing leaders of — in some cases — multimillion-dollar brands understand about what viewers actually respond to.
It’s almost as if you, as a creator, should be in charge.
— Tang
Marianna Hewitt’s owned platform is: Summer Fridays.
Valeria Lipovetsky’s owned platforms include: ValeriaInc.com and NotAlonePod.
