news 
It’s no surprise that the creator economy has taken center stage in the modern business landscape. However, despite the surge of creator-founded brands, many fall flat. What separates successful from failed launches? Forbes Insights recently had the opportunity to converse with top operators in creator commerce and uncover the essential elements for success.
1. Focus on Audience Fit Over Size
In a stark contrast to the traditional “get big fast” approach, industry insiders reveal that it’s not about audience size but rather audience fit. Charles Haynes, founder of Ziggurat, emphasizes this point, stating, “If someone can’t convert their audience to an ad or to a live event, it’s unlikely that a product is going to fix that.” Miles Sellyn of Rare Days agrees, noting that smaller niches lead to more targeted and profitable business strategies. The data suggests that even creators with a hundred thousand followers can build $10 million businesses.
2. Develop Products With a Clear Point of View
Warren James’ team takes a unique approach by diving deep into their own communities to understand what themes resonate with the audience. As Haynes shares, “The best creators are those that have a really strong vision… When someone comes saying ‘I want to do a product, I don’t know what,’ that’s normally a poor indication.” This underscores the importance of having an authentic and meaningful connection with one’s audience.
3. Validate Early and Often
In order to avoid costly missteps, it is crucial to validate early and often. Haynes advises starting small by pre-ordering or using Kickstarter-style projects. This allows for real-time feedback and adjustments before scaling up production. Sellyn agrees, emphasizing the importance of surveys, smaller focus groups, and “feature vignettes” – low-fidelity visualizations to test interest.
4. Empower Creators To Be Part of The Process
It’s essential to involve creators in every stage of product development, from conception to execution. Michael Schenker recounts that 1UP Candy brought about 30 different types of innovations and involved Brian FaZe Rug from day one. Chris Koch echoes this sentiment, stating, “We expect our co-founder talent to join buyer meetings, attend retail locations and develop content around product drops.” A successful launch demands a synergy between creators and business partners.
5. Treat Product Launches Like a Marketing Campaign
Warren James highlights the significance of planning the launch like a campaign, outlining a detailed two-week strategy that includes emails, SMS, website experience, and viral moments. This level of execution contrasts sharply with past approaches, where launching a product was simply a matter of sharing a link.
6. Secure Brand Consistency Across All Platforms
A consistent brand image is crucial for standing out in the competitive market. Forbes Insights suggests that using domain names like .store extensions can immediately communicate to audiences that this is a legitimate business and a dedicated platform for shopping.
Source: www.forbes.com
