Emma Chamberlain and the Success of Influencer Coffee Brands
Coffee — the irresistible, caffeine-filled beverage — is brewing hot on social media. One cannot avoid the baristas, DIY coffee creators or celebrity influencers turning this popular bean into a currency. Coffee connoisseurs and possibly even their fans, all have the potential to scroll through feeds to discover new recipes, unique flavors and to integrate their personal brand with the coffee industry.
The contemporary social media trends of coffee often display insights about the origin of the beverage and honor voices that are misrepresented. The short format videos are stylized to target people who want to appreciate the craft of coffee on a deeper level. Morgan Eckroth, an influencer and barista from Portland, Oregon, explores the idea that “coffee creates stories.” Eckroth posts remind people to talk about their experiences and to consider where their purchased item is from before consumption.
Eckroth also connects with her audience by creating satirical skits of conversations she had while on the clock. She enjoys poking fun at her customers and their routine complaints. She entertains her fans by showcasing the rudeness that has developed alongside technology and the loss of human decency in the workplace. Her content ranges from customers ordering while speaking on the phone, losing patience over coffee orders or asking questions while she is noticeably busy. She does not post to roast customers, but to remind people to respect low-wage workers.
Eckroth currently has brand deals with coffee companies such as Onyx Coffee Lab and continues to showcase her coffee as her creative outlet despite her new income. With Eckroth’s opportunities online, she has gained the confidence to enter barista competitions, winning the 2022 national title and the runner-up at the 2022 international competition in Melbourne, Australia. Eckroth’s popularity is driven by her authenticity as a hardworking barista, proving honest content will gain followers.
If one wants to be successful, coffee videos must be attractive, quick and full of personality. Vivian Raquel Dushey or Coffee Bae, a native of Boston, Massachusetts, has become the master at wielding coffee to do amazing things. Coffee Bae’s content launched during the pandemic when she was forced to stay at home and forgo buying beverages at her local cafes.
Following Coffee Bae’s first post, she soon became a viral sensation, known for her aesthetic of hue-colored beverages. Coffee Bae’s increased attention throughout the pandemic enabled her to experiment with different camera angles such as extreme close-ups and choosing song clips that are meditative for viewers. Coffee Bae is a dreamscape for her viewers; a small glimpse into a reality of fancy presentations and pairing unorthodox flavor combinations such as orange juice and espresso.
On top of Coffee Bae’s brand partnerships, she has become a self-made businesswoman, building her social media account into a company that is authentic around coffee’s leisure lifestyle. According to her website, she sells merch, ground coffee flavors, stickers and even opened up a pop shop in Boston between May — July 2022 to celebrate the culminating success of her brand. Coffee Bae’s affluence is ultimately driven by her interactions with her fan base and the soothing content she continues to produce.
At 21 years old, Emma Chamberlain revolutionized Generation Z entrepreneurship on her Youtube channel in 2017. Chamberlain’s authenticity, awkwardness and lack of filter gained her international fame. Her content is usually based around traveling and fashion, but her most popular uploads were her iced latte errand runs. Chamberlain inspires her fans to be themselves and have a humorous outlook on life.
Chamberlain believes coffee is a “great social element” and advocates for people to make coffee at one’s home to save money. Chamberlain places coffee as an experience to bond with family and friends and to unwind after a long day. She released her brand Chamberlain Coffee in 2020 amid her popularity and on the cusp of the pandemic. Chamberlain wanted to design a product that contained quality ingredients and had sustainable packaging. Chamberlain’s brand inspired people to create better homemade drinks at a time when disaster was the rage.
Chamberlain has grown from a viral vlogger to a wealthy magnate through her businesses, fashion, modeling and podcast ventures. Chamberlain coffee will most likely stand the test of time; she has grown her single packs of cold brew merchandise to an assortment of ground coffees such as vanilla or cake batter, teas and cup accessories. She has even opened up different pop-up shops around the country by partnering with different brands. Chamberlain is so far Generation Z’s most well-known business mogul from achieving so much at a young age and being able to be flexible with her online brand.
The competition for coffee brands will only increase on social media, but the right person can stand out above them all. This person is creative, forthright and inventive with their ideas, nurturing a long-lasting following of their brand.
