“I don’t want to go to college anymore; I want to be a YouTube star.” When Nikita Kopotun’s  younger brother, Denis, shared his dream of  becoming a full-time Roblox streamer at 17, he wanted to help. Having just completed an internship at Cisco in China, the Queen’s University engineering student used the connections he’d made with Shanghai factories to manufacture stuffed animals Denis could sell to fans and help his brother turn a profit. Five years later, Denis has 9 million YouTube followers and banks seven-figures a year, while Kopotun has got a business: Juniper, an ecommerce company that partners with influencers to manufacture merchandise to promote their brands.



“We believe influencers represent the next era of commerce,” says Kopotun, who made the&nbsp;Forbes&nbsp;30 Under 30 list in 2021. “Brands can’t just be built off t-shirts and hoodies so we want to sell flexible supply chain infrastructure to these creators.”



Chief Revenue Officer Kopotun, 26, and his cofounders—CEO Joel Wegner, Chief Culture Officer Will Cartar and CTO Ryan Wong—launched Toronto-based Juniper in 2016. Today, the bootstrapped brand’s 50 employees work with 60 influencers, including ZHC who has over 19 million YouTube subscribers. Juniper finds their most profitable clients publish long-form YouTube videos that earn them at least $500,000 a year. The company partners with them to create custom products and takes a cut of sales. Juniper generated $31 million in revenue in 2020, up 345% from $9 million in 2019, as consumers increasingly shopped, and sought out entertainment, online due to the pandemic.&nbsp;



While the company is headquartered in Canada, its manufacturers are based in China, where a team of 30 mass produce merchandise—from Denis’ tie-wearing cat plushy Sir Meows A Lot, to InquisitorMaster’s floppy-eared furry onesies, to Lanky Box’s cartoon-printed bedding bundle—and within a month of influencers inking a deal. Retail giants like Mattel rarely collaborate with influencers—and when they do, it’s typically with celebrities like Britney Spears—while DIY platforms like Custom Ink and Teespring don’t offer the same level of customization. Selling custom merchandise offers influencers  another way of monetizing their fanbases. This has enabled many of Juniper’s clients to double or triple their revenues each year. 



For influencers, Juniper’s products can serve as a launchpad. This past year, Denis’ Sir Meows A Lot became the protagonist of a YouTube cartoon series with nearly 1 million subscribers. “The designs and branding that Juniper did changed the way my channel looked,” he says. “It’s so easy to make any product by just slapping a logo on it, but to make products that characters very specific to that creator’s audience is so much more valuable.”



Unlike his influencer clients, who grew up on the internet, Kopotun spent most of his childhood in studios training to be an elite ballet dancer. He was sidelined at 17 with tendonitis in his knee, but believes his training has set him up for success as a founder. “I learned a lot about personal rigor and work ethics which has transitioned really well into business,” he says.



That tenacity has earned him clients like Jack Douglas, an influencer whose YouTube video series,&nbsp;Yesterday I Asked You, has garnered 92 million views. He partnered with Juniper after the company cold emailed him a plan to create a board game based on his show. “All I’ve wanted to do for years now is to take&nbsp;YIAY&nbsp;and diversity into games,” says Douglas. “Having&nbsp;YIAY&nbsp;exist as a board game wouldn’t have happened without Juniper.” In addition to the board game, scheduled to be released this spring, the two have also produced a plushy version of Douglas’ toy American Eskimo, Klondike.&nbsp;



Despite the growth Kopotun has seen this past year, he isn’t resting on his laurels. His goal is to transform Juniper into a tech platform that enables influencers to set up stores and sell custom products without the help of customer support representatives. He hopes that this platform—as well as a refined manufacturing process to produce more orders and of different sizes, allowing Juniper to serve smaller influencers—will be ready to launch in early 2022. “What we really want to be doing is supporting all sorts of brands and extending ourselves to the bottom 99% of creators,”  says Kopotun. “We believe that we’ll be able to hit unicorn status in the coming years by building this out.”



By Alexandra Sternlicht, Forbes Staff

1602605560067

Meet The Company Making $31 Million A Year Helping Influencers Build Their Brands With Custom Merch

Like any self-respecting cult, the Stepchickens follow a strict code of conduct as dictated by their absolute leader, Mother Hen, a comedian named Melissa who posts on TikTok as&nbsp;<a href="https://www.tiktok.com/@chunkysdead" target="_blank" rel="noreferrer noopener">@chunkysdead</a>. Mother Hen&nbsp;<a href="https://www.tiktok.com/@chunkysdead/video/6827103874424376582?lang=en" target="_blank" rel="noreferrer noopener">has widely preached</a>&nbsp;a message of peace, telling her 1.7 million TikTok followers: “We do not rule by being cruel, we shine by being kind.” Further, she has asked all Stepchickens to make themselves easily identifiable and make her photo their TikTok profile picture.



Mother Hen has created TikTok’s first “cult.” (Her word.) Boiled down, she is a social media influencer, and the Stepchickens are her fans, just as more famous TikTok influencers—Charli D’Amelio,&nbsp;<a href="https://www.tiktok.com/@addisonre?lang=en" target="_blank" rel="noreferrer noopener">Addison Rae</a>&nbsp;and the like—all have their fanbases. But Mother Hen’s presence and style is quite singular, particularly in the way she communicates with her followers, what she asks them to do and how the Stepchickens respond to her. After all, not every member of the Charli hive use her image as their profile pictures.



“These influencers are looking for a way to build community and figure out how to monetize their community. That&#8217;s the No. 1 most important thing for a creator or an influencer,” says&nbsp;<a href="https://www.forbes.com/profile/tiffany-zhong/">Tiffany Zhong</a>, cofounder of ZebraIQ, a community and trends platform. “It&#8217;s become a positive for Gen Z, where you&#8217;re proud to be part of this cult—part of this community. They are dying to be part of a community. So it&#8217;s easy to get sucked in.”



Mother Hen, who didn’t return a request to comment for this story, already had a popular comedy vlog-style TikTok account on May 6&nbsp;<a href="https://www.tiktok.com/@chunkysdead/video/6823732594560027910?lang=en" target="_blank" rel="noreferrer noopener">when she asked</a>&nbsp;her followers to send suggestions for what they could name their cult. From the ideas offered up, she chose Stepchickens, and in the 19 days since, her following has more than doubled. (It was around 700,000 back at the beginning of this month.) She has posted videos&nbsp;<a href="https://www.tiktok.com/@chunkysdead/video/6825025000567753989?lang=en" target="_blank" rel="noreferrer noopener">about taking edibles</a>,&nbsp;<a href="https://www.tiktok.com/@chunkysdead/video/6826138962034232582?lang=en" target="_blank" rel="noreferrer noopener">her celebrity lookalikes</a>&nbsp;and&nbsp;<a href="https://www.tiktok.com/@chunkysdead/video/6825303907648965893?lang=en" target="_blank" rel="noreferrer noopener">her relationship status</a>&nbsp;(“all this cult power, still no boyfriend”). And perhaps in violation of her first-do-no-harm credo, Mother Hen has implored her followers to embark on “battles” and “raids,” where Stepchickens comment bomb other influencers’ videos, posting messages en masse. She has become the mother of millions: TikTok videos with #stepchickens have generated 102 million views on the app, and her own videos have received 54.6 million likes.



Mother Hen is now concentrating on feathering her nest. She has launched&nbsp;<a href="https://www.stepchickens.com/shop" target="_blank" rel="noreferrer noopener">a large range of merch</a>: smartphone cases ($24), hoodies ($44), t-shirts ($28) and beanies ($28). Corporate sponsorships seem within reach, too. TikTok accounts for the Houston Rockets, Tampa Bay Rays and&nbsp;<a href="https://www.tiktok.com/@chunkysdead/video/6826826102409809158" target="_blank" rel="noreferrer noopener">one for the</a>&nbsp;Chicago Bulls mascot, Benny, all changed their profile picture to the image distributed by Mother Hen. The Rays sent her a box of swag, addressing the package to “Mother Hen,” of course. She dressed up in the gear (two hats, a fanny pack, a tank top) and recorded herself wearing it&nbsp;<a href="https://www.tiktok.com/@chunkysdead/video/6830515719269141765" target="_blank" rel="noreferrer noopener">in a TikTok</a>, a common move by influencers to express gratitude and signal that they’re open to business sponsorship opportunities. Mother Hen has launched a YouTube channel, too, where she’ll earn ad revenue based on the views that her 43,000 subscribers generate by watching her content.



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Then there is the Stepchickens app available on Apple devices. This digital roost is a thriving message feed—it resembles a Slack channel or a Discord server—where Stepchickens congregate, chat and coordinate their raids. They can also use it to create videos, ones “to glorify mother hen,” the app’s instructions read.



The app launched last Monday and has already attracted more than 100,000 users, a benchmark that most apps do not ever see and the best reach within months of starting. Since its debut, it has ranked as high as the ninth most popular social media app in the world on the download charts and in the Top 75 most downloaded across all types of apps. The Stepchickens have traded 135,000 messages, and the app’s most devoted users are spending as long as 10 hours a day on it, says Sam Mueller, the cofounder and CEO of Blink Labs who built the Stepchickens app.



“There&#8217;s this emergence of a more active—a more dedicated—fan base and following. A lot of the influencers on TikTok are kind of dancing around, doing some very broadcast-y type content. Their followers might not mobilize nearly as much as” the Stepchickens, says Mueller. Mother Hen’s flock, by contrast, “feel like they&#8217;re part of something, feel like they&#8217;re connected. They can have fun and be together for something bigger than what they&#8217;re doing right now, which is kind of being at home bored and lonely. There&#8217;s untapped value here.”



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Tag: Influencers

FORBES AFRICA SOCIAL MEDIA

Meet The Company Making $31 Million A Year Helping Influencers Build Their Brands With Custom Merch

Birds Of A Feather: The Stepchickens Cult On TikTok Is The Next Evolution Of The Influencer Business