You started as a content creator, sharing hot celebrity gossip, business insights, food recipes and many more with your audience. They love it, you have high achieving 1 million followers, or maybe you’re still there but you know you’re ready to start a business. Something more authentic and long lasting, far beyond content creating and chasing likes, reposts or influencers brand deals.
What do you do? How do you transition from this bubble of content creation into business, the right way. Well here are 6 steps you can explore as a new business owner with an online following;
1. Know your audience vs understanding your business goal
Content creators typically fixate on likes, subscriptions and other algorithm related stuff. Knowing your business goal as a new business owner means treating your potential customers. Simply categorizing your audience by what they enjoy watching, which videos drive more conversation/engagement, what they complain about in the comment section etc. can help you understand them more.
This and having clear business goals helps you identify different pain points and how to strategize and execute your business plan into your long-term vision, otherwise risk failure or low sales. Ex. Tech Youtuber/content creator MKBHD with a large following who trust his reviews of products, launching a $12 a month wallpaper app received so much backlash and eventually was discontinued.
2. Run a test with affiliate marketing
Many creators are used to brand collaborations as a revenue model within this space. While many creators take payment and sponsorship from any brand, testing your audience interest in a product you want to build through affiliate marketing can give you insight into the product needed on market. Before investing time and money into your own product, first, sell someone else’s. Since it’s a low-risk way to validate demand while learning enough about sales and running a business full time. Ex. Paolo from Tokyo running sponsored ads for companies like Sakuraco (snacks company) before starting his own Hot Sauce brand.
3. Build a team or outsource
Many creators run their channels alone, which means transitioning into a business will likely be a solo venture. While one (1) man businesses work, there are too many aspects to running a business that needs equal attention to thrive; deliveries, customers complaints, marketing, refunds etc. So build a team if you can afford it or simply outsource.
Hire freelancers, virtual assistants, or specialists who can help you achieve your business goals effectively. Outsourcing allows you to focus on strategy and growth and continue to keep a good relationship with your audience. Don’t do it alone, get “harsh” feedback and get cancelled if nothing changes.
4. Show BTS of building the product
People don’t just buy products, they buy stories. And your years as a content creator should definitely give you insight into how important BTS is to building relationships with your audience. Transitioning into business as a content creator means leveraging building in public to generate enough buzz about it.
This means showing BTS brainstorming with a team, showing failed samples, a day in the life of a creator sourcing materials, testing products by selecting a few people in the audience etc. Behind-the-scenes content builds anticipation and makes your audience feel like they’re part of the journey. They look forward to it and understand you better even if you fail first, fail.
5. Collaborate with a well-known business owner/creator
Many content creators doing the same niche often collaborate on the social media space. They both get exposed to each other’s fanbase and create some enjoyable video content together.
Similarly, it’s important to partner with respected creators turned entrepreneurs if you’re looking to introduce your brand to new audiences while increasing credibility. Whether it’s a live discussion, strategic partnerships or just a random video pop-up, you get some exposure and likely expand your reach far beyond your existing community.
6. Launch the product and immediately ask for reviews
Now to the beginning of your business journey. Your audience has watched you build for months/years and taken them along, now they can buy into it to support your business goals.
As your loyal followers receive your product, encourage them to leave honest reviews, testimonials, photos, or videos. This type of social proof builds trust, answers potential buyers’ questions, and becomes powerful marketing content for future campaigns.
Don’t just create products simply because your followers ask for them or you see other creators doing so. Take your time and build products that align with your expertise, values, and the business you want to create.
The shift from content creator to business owner isn’t easy but doable; learn from other creators, document your journey, and listen to customer feedback. You surely can transform your audience into paying customers and eventually into a sustainable business.
