How Bloom Scaled to $500M a Year With an Influencer Flywheel
Bloom was founded in 2019 and primarily used influencer marketing as their main marketing channel. Bloom puts over 85% of its marketing into influencers and consistently sees returns.
The key distinction between Bloom and most influencer programs is their influencer retention system and ability to incentive influencers at a mass scale. This led them from a bootstrapped company to a $500M/year brand in 2026.
Bloom founders Mari Llewellyn and Greg LaVecchia, Bloom
Bloom gifted thousands of products each month through TikTok Shop, platforms like Agentio, and agencies, then invited creators into a private community. Gifts included handwritten notes and exclusive products, at a lower cost than paid sponsorships.
Gifting built goodwill and encouraged creators to post without large upfront fees. For its Creatine Gummies launch, Bloom reportedly had 4,700 creators post about one product.
Bloom grew the community to 30,000+ influencers and gave them reasons to keep posting. Dinners, prizes like Rolex watches, commissions, and content training kept creators engaged. In 2024, the program reportedly generated over a billion views at a CPM below $2.
Influencer retention through the community was the most important piece.
2019 to 2021
500active influencers
2021 to 2024
5,600active influencers
2024 to now
30,000+active influencers
Creators posting Bloom on YouTube, most watched first
From our own deal rows: YouTube videos with a Bloom read.
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Inside Bloom's Influencer community
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Influencers get calls with the team to learn about new product launches, new flavors, and to strengthen their bond with the brand.
Bloom HQ, from Bloom’s own video
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Influencers received training from day one on how to improve their content, how to make their hooks better, this allowed them to sell more products and also grow their following as an influencer.
There were tons of perks of being in the group, generous commissions, contests to win prizes like trips to LA, gifted rolexes & many other incentives (Neurogum used this to scale to $1B+).
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The biggest incentive was influencers having the opportunity to meet each other over influencer dinners and would have the privilege of being connected with many other influencers.
A creator at Bloom’s influencer event in Austin, YouTube
All these perks incentivize influencers to post without being asked instead of taking huge flat fees. This is what allowed them to reach such a scale.
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The Influencer flywheel
Gift products
Build relationships
Invite creators into the community
Incentivize them to keep posting
Lexi Vee’s and adelala’s Bloom reads, YouTube and YouTube
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We Can Build This Proven Playbook for Your Brand
Recruit creators at scale, with the goal of thousands posting each month.
Build and run your private Discord community, with weekly calls and content training.
Develop long-term ambassadors who keep posting for commissions and community benefits.
Next steps
If you would like us to implement the same playbook that Bloom used to scale their influencer program.
Influencer Advisory™
