She Built A $40M/Year DTC Brand Off Of Instagram (#452)

TL;DR

Social media influencers Danny and Jordan Austin discuss their journey of building a relatable and successful content brand, starting from humble beginnings on YouTube to launching their own hair care product brand, Divi.

Transcript

yeah I mean like our first like full year I think you already shared it well you said 20 is 40. but uh yeah we did about 40 million dollars and then um you know this year we're on track to do 30 35 growth yeah um it's it's crazy so we are here in the uh yeah the shed yeah like this studio like I'm looking at the video it looks legit yeah people don... Read More

Key Insights

• 🌍 Authenticity and relatability are crucial in building a successful content brand, as audiences connect with genuine and down-to-earth creators.
• 🛟 Providing value and serving the audience's needs should be the priority when creating content, whether it's through education, inspiration, or entertainment.
• 👻 Building a strong affiliate base can complement brand deals and allow content creators to provide exclusive offers and promo codes to their audience, enhancing the relationship and trust.
• ⚖️ Balancing personal and professional aspects of content can be challenging, but finding unique angles and characters within the content can make it more engaging and relatable.

Questions & Answers

Q: How did the Austins transition from creating content on YouTube to launching their own product brand?

After struggling with hair loss, Danny developed her own scalp serum and shared her journey on social media. The positive response from her audience led to the launch of Divi, a hair care product brand.

Q: What role does authenticity play in the Austins' content strategy?

The Austins believe in being genuine and relatable in their content. They share their everyday lives, including the ups and downs, and prioritize serving their audience with valuable information.

Q: How do the Austins handle brand deals and sponsorships in their content?

The Austins strike a balance between brand deals and affiliate marketing. They aim to work with brands that align with their values and provide exclusive promo codes or offers to their audience. They also leverage their strong affiliate base to be selective with the brands they collaborate with.

Q: What strategies have the Austins used to build a successful and relatable content brand?

The Austins have focused on finding their unique niche and creating characters within their content. They prioritize authenticity, serving their audience, and creating a relatable and entertaining experience for their followers.

Key Insights:

• Authenticity and relatability are crucial in building a successful content brand, as audiences connect with genuine and down-to-earth creators.
• Providing value and serving the audience's needs should be the priority when creating content, whether it's through education, inspiration, or entertainment.
• Building a strong affiliate base can complement brand deals and allow content creators to provide exclusive offers and promo codes to their audience, enhancing the relationship and trust.
• Balancing personal and professional aspects of content can be challenging, but finding unique angles and characters within the content can make it more engaging and relatable.
• Transitioning from traditional influencer content to launching a product brand requires identifying opportunities and creating a product that fills a gap in the market.

Summary & Key Takeaways

• Danny Austin started creating content on YouTube while in college, focusing on affordable fashion and beauty. She gained a significant following and signed with a manager, but later realized the importance of authenticity and switched to managing herself.

• After experiencing hair loss, Danny developed her own scalp serum and shared her journey on social media. The response was overwhelming, leading to the launch of Divi, a hair care product brand that generated $40 million in revenue in its first year.

• The Austins prioritize relatability and authenticity in their content, sharing their everyday lives and experiences. They believe in serving their audience and providing genuine value, while also creating unique characters and storylines within their content.