David's Perfume Symbolizes New, External Ways for Online Superstars to Capitalize

As influencers become bigger in the mainstream, opportunities to venture outside of traditional ways of earning money online have increased. This idea is seen with the recent launch of “David’s Perfume,” a brand-new perfume from YouTuber David Dobrik, 24, who has turned his social media stardom into a business empire.

Dobrik, who has accumulated nearly 27 million total subscribers on YouTube, launched two perfume sets on October 2nd. His immense stardom has allowed him to, rather than rely on advertising companies, lend his name to products in ways that social media influencers never have before. In addition to his perfume, his “Dispo” app, a disposable camera application, was given $4 million in funding. Simply put, influencers are not confined to the platforms they are on. The stardom brought to them by these platforms, for larger creators like Dobrik, is becoming a stepping stone to bigger and better things.

Dobrik isn’t the only creator to venture out of YouTube and start his own line of a product. Many other big-name creators have undergone similar ventures through partnerships.

Dude Perfect, A sports trick shot channel on YouTube with 54 million subscribers, has recently partnered with Nerf creating their own mini basketball hoop. Companies like Nerf have started to expand their partnerships into the social media realm as they realize how much revenue potential there is. Large companies such as Hasbro have invested in the project stating that social media influencers like Dude Perfect are "the future of advertising."

Another example of a social media influencer who made their own product line is James Charles, a popular YouTube makeup artist with 23 million subscribers of his own. Charles recently partnered with a makeup line called Morphe, hitting the world by storm. James realized how much his fans enjoyed watching him apply makeup and saw it as a business opportunity to create something special of his own. Influencers like James realize they have a niche and posting on social media is not the only way to generate revenue.

Advertising with social media influencers is the future for large companies like Nerf and Morphe, recognizing the pull that influencers have. They release the reach these influencers have on Gen Z’s and how much they inspire and educate their fans. The opportunities for YouTubers go far beyond posting on their main channel.