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In today's feature, we are delighted to bring you an exclusive interview with Caspar Lee, a prominent YouTuber turned entrepreneur. With over 6.56 million subscribers, Caspar has not only made a significant impact on the digital world but has also ventured into entrepreneurship, co-founding Influencer.com, Creator Ventures and more.
Join us as we dive into Caspar's journey, his transition from content creation to business, and his insights on the evolving digital landscape.
Can you tell us about how you first got started on YouTube and what motivated you to create content?
When I was 16, I started making videos in my bedroom because I was really bored. I lived in a small town in South Africa called Knysna, which is a beautiful place to go as a tourist, but when you live there, you don't see the beauty. You just think, where are the other kids? I guess I was kind of lonely in that sense, and the internet was a great opportunity to make friends.
It took me about two years to get to 1,000 subscribers. I really persevered because I enjoyed it. I enjoyed making the videos and building a community. After about two years, I started reaching out to creators in the UK, like Joe Sugg, Alfie Deyes, and Zoella. I convinced my parents to let me fly over to London instead of going on a hockey tour. I met these internet friends, which helped my channel grow to tens of thousands, then hundreds of thousands, and eventually millions of subscribers. Collaborations with musicians, actors, and other influencers played a significant role in this growth.
What inspired you to transition from being a YouTuber to becoming an entrepreneur, and what were the first steps you took in this new direction?
As a YouTuber, I was generating about 90% of my revenue through brand deals. I collaborated with major companies like Coca-Cola, creating promotional content that not only aligned with my personal brand but also engaged my audience. However, my channel wasn't centered around a specific niche, which presented certain limitations. While I did venture into creating merchandise—like a top with a logo of a pizza and my name—it didn't seem like a sustainable, long-term business model. The merchandise sold well, but I couldn't envision it growing into a major enterprise.
I observed that many influencers were successfully leveraging their audiences to sell products directly in a B2C (Business to Consumer) model. However, I realised that my strength lay elsewhere. The brand deals I secured were increasingly substantial, and I had a significant edge in understanding and executing these partnerships effectively. This insight led me to consider a business model that wasn't purely consumer-focused.
The pivotal moment came when I met Ben Jeffries. Ben had a strong grasp of the business and strategic aspects, which complemented my creative background perfectly. We both recognised a gap in the market for a platform that could streamline and optimise influencer marketing. Brands were pouring money into influencer campaigns, but there was a need for a more structured, data-driven approach to maximise the impact of these investments.
With that, Influencer.com was born!
Speaking of that, what is Influencer.com and what was the vision behind founding it was?
Influencer.com is an influencer marketing platform co-founded by myself and Ben Jeffries about seven or eight years ago. Our goal was to create a platform that connected brands with the right influencers to craft impactful marketing campaigns. We connect brands with social media influencers to create these campaigns, leveraging data-driven insights to ensure that every campaign is optimised for success, delivering measurable results and significant returns on investment.
One of the first major steps was leveraging my existing relationships and reputation in the influencer community to build credibility for Influencer.com. My experience as a content creator allowed us to present a unique value proposition to potential clients and investors. We emphasised our hands-on experience and understanding of the influencer space, which differentiated us from traditional marketing agencies.
Additionally, we focused on building a robust technological infrastructure to support our vision. This involved developing tools and analytics that could provide brands with detailed insights into the performance of their campaigns. Our approach was not just about connecting brands with influencers but also about ensuring that these collaborations were strategic, targeted, and data-backed.
Our combined expertise allowed us to scale Influencer.com rapidly. We were able to attract significant investment and bring on board a diverse range of clients, from small startups to global brands such as Costa Coffee, Coca Cola, Google, Snapchat, Amazon and more.
To learn more about the work that Caspar and Ben do at Influencer.com, check out this video below 👇
Apart from Influencer.com, you also have a venture capital company. Can you tell us more about Creator Ventures and the startups you invest in?
Creator Ventures is a venture capital firm that I co-founded, focusing on investing in the technology behind internet culture. We successfully closed our $20 million fund in 2022, allowing us to fund early stage consumer internet companies in key areas such as marketplaces, creator economy, consumer applications, and PLG & consumer-adjacent SaaS.
Our deep understanding of the creator economy gives us a unique advantage in supporting companies within this space. For instance, we invested in Beehiv, which started in the creator economy and has since expanded into enterprise solutions. Another exciting investment is Praktika, a company that uses AI avatars to help people learn English, leveraging platforms like TikTok for creator-led marketing and user engagement.
My partner, Sasha Kaletsky, brings extensive financial expertise from his background in private equity and experience with firms like Bridgepoint and Uber. His detailed, analytical approach complements my entrepreneurial background and insights from the content creation world. Together, we provide a comprehensive support system for the startups we invest in.
At Creator Ventures, we seek out startups with visionary and technical founders with strong early traction. Our goal is not only to provide financial backing but to be active partners in their growth. We offer strategic advice, marketing insights, and industry connections to help these companies navigate the complexities of scaling their businesses. By leveraging our combined expertise, we aim to support and scale startups poised to make a significant impact on the digital landscape.
Our approach is hands-on, ensuring that we are involved in the critical aspects of our portfolio companies' growth. We believe in the potential of technology to transform industries, and we are committed to helping the next generation of consumer internet companies achieve their goals.
To hear more about Creator Ventures, check out this podcast below with Sasha Kaletsky, Caspar's Co-Founder 👇
How do you manage to balance your time and energy across multiple business ventures, and what strategies do you use to stay organised and focused?
Balancing time and energy across multiple business ventures is all about having the right partners. I’m lucky enough to have excellent people supporting me.
Moreover, it's vital to maintain clear communication and flexibility, especially with my personal life. My fiancée and I have an understanding of my busy schedule, and we make sure to carve out quality time together. Being transparent about my commitments helps in balancing work and personal life.
How important is building a personal brand in today's digital age, and what strategies have you found most effective for doing so?
Building a personal brand in today's digital age is incredibly important, but it doesn't always have to be about reaching millions of people. Think of your personal brand as your shop window. It's about presenting yourself in the best possible light for potential clients, employers, or collaborators who may come across you. Even on a local level, having a strong personal brand can make a significant impact.
One effective strategy is to ensure your online presence is professional and polished. This includes keeping your LinkedIn profile up-to-date and accurately reflecting your skills and experiences. Writing articles or blog posts on topics you're passionate about and knowledgeable in can also help establish your expertise and attract the right attention.
Being a guest on podcasts is another excellent way to build your personal brand. It allows people to get to know you before they meet you in person and can come across as impressive to potential employers or clients. Remember, these podcasts don't need to have millions of listeners; even smaller, niche podcasts can significantly enhance your credibility.
It's also crucial to be mindful of what you post on social media. Young people, in particular, should be cautious about their online activities. I often advise treating your social media profiles as if you're preparing to run for Prime Minister—be conscientious about what you share and how it reflects on you.
What has been your biggest failure or challenge, either professionally or personally, and how did you manage to deal with it?
During lockdown, I became very anxious about social interactions. Being isolated for so long made me socially awkward, and I started avoiding interactions, which only made things worse. I learned that facing my fears head-on was the only way to overcome them.
Whether it's public speaking or difficult conversations, confronting challenges directly has made me more confident and resilient. This experience taught me the importance of tackling issues proactively rather than letting them fester, ultimately helping me grow both personally and professionally.
What advice would you give to young people who aspire to start their own businesses or become influencers in today's digital age?
For aspiring creators, my advice is to focus on a specific niche. Algorithms on platforms like TikTok and Instagram excel at targeting niche audiences, which can lead to better engagement and monetisation opportunities. By honing in on a particular area of interest or expertise, you can build a dedicated following and establish yourself as an authority in that space.
For aspiring entrepreneurs, the most crucial step is to start now and practice. Don’t wait for the perfect moment or idea—begin with what you have and learn as you go. Be prepared to pivot if something isn't working, and be flexible with your approach. It's essential to understand that success often comes from meeting the needs and desires of others, not just pursuing your own passions.
What are your top three book, podcast, or video recommendations for our audience and why?
Podcast: "The Rest is History" - I enjoy listening to intelligent discussions on historical events. It’s a great way to learn from the past and gain a broader perspective on current issues.
Book: "Happy" by Derren Brown - This book offers great psychological insights and has been incredibly helpful to me. Derren Brown delves into the nature of happiness and provides practical advice on achieving it, which can be beneficial for personal development.
Movies: Historical movies based on true stories - Watching films like "The King’s Speech" or "The Darkest Hour" provides perspective and helps me relax by reminding me of the bigger picture. These movies highlight significant moments in history and the resilience of individuals, which can be both inspiring and grounding.
A huge thank you to Caspar Lee for sharing his time and providing such valuable insights into his journey from a young YouTuber to a successful entrepreneur. We hope this interview has inspired you as much as it has inspired us.
Don't forget to check out Caspar's podcast, "Mentors," which he co-hosts with Ben Jeffries, for more inspiring stories and advice from successful individuals. We'd love to hear your thoughts on the interview and your suggestions for future guests in this series.
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