Interest driven influencer brands are fascinating. When done well the product is so synonymous with the individual behind the brand that it hits some subliminal cue in the audiences mind that triggers a surging desire for the thing being sold. A few examples below
If you were to study any of the above individuals content you’d find the product is inseparable from the person. Maxx talked about candy for years on YT before ever launching a candy brand, Emma is always drinking/talking about coffee, etc. Major Key: content before commerce.