I’m selling my socks...

In This Issue

• Seth Fowler has 1.1 million subscribers for his sneaker reviews on YouTube.

• Between sponsorship and ad revenue, Fowler brought in $485,000 last year from YouTube.

• He cofounded a sock company with about $1 million in revenue in 2022.

About Seth

Seth Fowler's lifelong passion for sneakers has turned into a flourishing business empire. After pursuing design in college, he leveraged his expertise by venturing into YouTube in 2016, where he specialized in sneaker reviews. In his videos, he delves into every aspect of footwear, from quality and materials to comfort, pricing, sizing, and more.

In 2018, a turning point in his career came when he decided to devote his full attention to his self-titled YouTube channel, following a layoff from his day job at a dog toy company. With around 150,000 YouTube subscribers back then, it was a leap of faith. However, his dedication paid off when he reached the impressive milestone of 1 million subscribers in November.

Socks Empire

This YouTube channel, which currently boasts 1.1 million subscribers, generated approximately $485,000 in gross revenue from advertising and sponsorship deals in the previous year. But Seth Fowler's entrepreneurial spirit doesn't stop at YouTube. He's expanded his reach into other ventures, including live-shopping on platforms like Whatnot and founding his own apparel company.

In 2020, Fowler co-founded Apthcry, with the mission of creating the finest socks. Remarkably, the company is entirely self-funded and debt-free. Apthcry garnered nearly $900,000 in direct sales in 2022, and when accounting for sales through Whatnot, SneakerCon, and Takout NY, their revenue crossed the $1 million mark. In 2023, he's reinvested these earnings back into the company rather than taking a paycheck, and Apthcry has already achieved nearly $800,000 in sales.

Social Media

One crucial lesson Seth Fowler learned along the way was the importance of valuing his sponsorship deals accurately. Initially charging $200 for ads read during videos with moderate views, he later realized that he could command thousands of dollars for such deals as his audience grew. With a robust following across platforms like Instagram, TikTok, and X (formerly known as Twitter), he now typically earns between $5,000 and $10,000 for an ad read. In 2022, he generated $192,200 in revenue from about 35 sponsorship deals, pocketing roughly $153,800 after expenses.

Fowler's main source of YouTube revenue comes from ads, amounting to an estimated $292,500 in 2022. As of early October this year, he's made around $178,500 from YouTube ads. He recognizes the seasonal fluctuations in ad earnings but strives to save for less lucrative months.

It doesn’t stop there.

Beyond sneaker reviews, Fowler has ventured into various areas, including videos about thrifting finds and a tech-oriented YouTube channel with 85,000 subscribers where he reviews products like iPhones, Apple watches, and PlayStations. He remains adaptable and open to exploring new technologies and platforms to expand his reach.

Apthcry, with 35,000 Instagram followers, focuses on marketing through Facebook and Google ads and is exploring collaborations with influencers. As both a creator and a small business owner, Fowler understands the complexities and uncertainties of influencer marketing, but he sees its potential for reaching the right audience, especially fellow sneaker enthusiasts.

Seth Fowler's journey from sneaker lover to successful entrepreneur showcases the power of passion and the ever-evolving landscape of content creation and business development in the digital age.

Learn more:

• Read on Insider

• Watch on YouTube

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