Creator-Owned Products

Cody Ko discusses transitioning from sponsorship revenue to creating owned products, using his platform and authenticity to drive sales rather than just promoting other companies' products.

Key Points:

• Motivation for Owned Products:

  • Realized sponsors like ExpressVPN were making significantly more from their ads than they were paying for promotion
  • Wanted to capture more upside by owning the products being promoted to audience
  • Needed products that authentically aligned with his comedy/content

• Product Development Strategy:

  • Focus on authentic connection to personal interests/activities
  • Example: Launched running/fitness products after getting into endurance sports
  • Blend comedy and product promotion rather than being overly serious
  • Maintain authenticity to avoid forcing products on audience

• Initial Product Launch:

  • Created "Cody's Run Club" with products like running shorts
  • Used humorous promotional content while still being genuine about the fitness focus
  • Plans to launch larger product in fall (unnamed/unspecified)

• Key Challenge:

  • Comedy content doesn't naturally align with products like fitness or cooking content does
  • Had to wait for authentic personal interest (endurance sports) before launching products
  • Balances humor and authenticity in product promotion