Beyond the brand deal: why creators are becoming founders
by CJ Daniel-Nield ✦ 3 December 2024 ✦ 5 Min Read
The creator economy is at a turning point.
With 77% of creators worried about platform dependency and 70% saying that algorithm changes could derail their income, relying solely on social media is no longer sustainable.
As creator saturation ramps up, Jordan Schwarzenberger, manager of Europe’s largest YouTube collective, the Sidemen, warns that brands will soon pay less. His solution? Paid memberships.
For creators looking to secure their income, apps offer an ideal path to build paid memberships on their own terms. And creators have an edge over traditional founders: they’re experts in listening, adapting, and earning trust. Plus, they already have their first 100 customers.
This insider edge has helped forward-thinking creators like Caroline Hirons and Camilla Lorentzen launch award-winning digital products.
Here, we take a closer look at what made these apps successful and what lessons creators aiming to stay ahead in 2025 can learn.
Niche pays off
In a crowded market, authenticity and a unique proposition are non-negotiable.
Camilla Lorentzen, a fitness creator, saw this firsthand with Mila. “We wanted Mila to reflect everything people loved about me as a creator,” she explains, “and that meant focusing on joyful movement, not rigid goals.”
The result was an app that sidesteps the traditional fitness mould with an energy check-in feature, offering users a more supportive approach.
Skin Rocks by Caroline Hirons found success by leaning into Caroline’s skincare expertise. Rather than generic advice, Skin Rocks provides personalised guidance and product recommendations based on real needs. “The app allowed us to embody what makes us different,” says Holly Brooke, Commercial Director at Skin Rocks.
By focusing on what they knew best, both Mila and Skin Rocks carved out their own space, showing that a well-defined niche can be a game-changer for creators looking to build a sustainable, meaningful product.
Community is everything
With a loyal and engaged community, creators don’t have to guess what their audience wants from an app. They already know what works.
To ensure Mila was built on real audience needs, Camilla tested five product ideas with her community, gathering insights from over 40,000 followers. “Because we started by talking to my community, I had complete faith that we would launch something they would love,” Camilla says.
The launch saw immediate success, with 2,000 downloads before the app was public and 20,000 downloads in the first 24 hours.
Skin Rocks followed a similar path, engaging 6,000 users in early testing. “Caroline’s brand is built on 25 years of listening to her community,” Holly explains.
Camilla and Caroline have created products their fans genuinely connect with by involving them from day one, driving real impact. Mila and Skin Rocks hit #1 in the app store upon launch, showing the power of building with your community.
Apps are just the start
Digital products are an entry point to a broader brand empire. By establishing a brand beyond social media, creators can grow their influence and open doors to more opportunities.
Caroline Hirons didn’t stop at an app; she launched physical products that found their way into Liberty and Space NK. “We wanted to build brand equity beyond Caroline’s personal brand,” Holly reflects, noting how the app laid the groundwork for Skin Rocks as a standalone entity.
Camilla has echoed this vision for Mila, adding, “I’m excited about what the app opens up—it’s about creating a space in fitness where everyone feels they belong.”
Creators are the new founders
With loyal communities and authentic niches, creators have the power to build brands that last. By investing in digital products, they can futureproof their business and turn a following into a lasting legacy.
