Emma Chamberlain’s Secret to Success: Authenticity, Business and Breaks
Published on Feb. 10, 2025, at 5:20 p.m.
by Ava Stevens.
Influencer Emma Chamberlain has gone from vlogs in her car to A-List events. She managed to stay relevant and continue to gain popularity among the Gen Z community even after numerous hiatuses, the longest being six months in 2022. How exactly did Chamberlain successfully pull this off?
Fans and followers are drawn to Chamberlain for her relatability, authenticity and transparency. She is unapologetically herself; she shows the raw moments of being a young adult rather than simply sharing a highlight reel.
Her transparency is the key to her success — she is always honest with her audience even if the truth isn’t what people want to hear — such as her announcement to take a six-month break from posting to work on her mental health. Consistent honesty has increased Chamberlain’s credibility and keeps her fans feeling like they have a genuine connection with her.
While Chamberlain has over 12 million subscribers on YouTube and 14 million followers on Instagram, she has managed to add to her success through other creative breakthroughs. In 2019, Chamberlain released her own podcast, “Anything Goes.” Audience feedback suggests the podcast provides an honest and realistic perspective of common subjects that society faces.
Shortly after the release of her podcast, Chamberlain became a CEO and business owner in 2020 by launching her own company, Chamberlain Coffee. No matter what industry or platform Chamberlain dives into, she recognizes the importance of sincerity. “There’s a lot of pressure to be very ‘PR friendly’, and very like, ‘Oh, well, we don’t talk about this’ or ‘We don’t talk about that.’ To be transparent as a brand, and with my company is a huge priority for me,” said Chamberlain in a recent Vogue article.
Due to the brand’s availability online and in stores, Chamberlain Coffee has allowed her to reach a new audience. Contrary to her social media presence, Chamberlain needed to appeal to consumers by tending to coffee industry demands. Chamberlain Coffee’s chief marketing officer, Liz Ahern, explained how promoting features such as dairy-free options, unique flavors, clean ingredients, sustainable products and compostable coffee pods helps reach audiences outside of Chamberlain’s core demographic on social media.
In addition to launching a brand, Chamberlain attained success by becoming a fashion icon for Gen Z. From posting thrift store hauls on YouTube to attending celebrity events, she has found success by displaying her personality through her style — something her fans love her for.
Designer brand Louis Vuitton saw the potential in Chamberlain; the brand invited her to attend Paris Fashion Week in 2020, collaborated with her for a fragrance drop and has hinted at an ongoing partnership. This has led Chamberlain to be seen as more than just an influencer; she is a timeless trendsetter. Being recognized and uniquely styled by a high end brand has helped her grow respect among the fashion community, which in turn has led her to become a regular attendee of the Met Gala for the past four years.
When she began her six-month hiatus, she managed to create a desire for her return by staying active in other ways. Keeping her name on Spotify through her podcast, in grocery stores with Chamberlain Coffee and in the press through public events was a genius PR move; it made her audience miss her presence and made her YouTube comeback a major success.
