#213 - FORM By Sami Clarke: Building A Digital Wellness Empire Through Content, Community & Commerce

Sami Clarke is a certified health, wellness, & fitness trainer who built a large following for her workout videos and holistic approach to wellness. With millions of followers and hundreds of millions of views across Youtube, Instagram, & TikTok, Sami cultivated a strong community before deciding to start her own fitness & wellness platform, FORM. FORM not only offers digital fitness training and community access, but focuses on developing physical products that fit Sami's holistic approach to wellness.

Sami Bernstein is Partner in FORM and previously served as SVP of Influencer marketing at Markett and is CMO of Kickback, a social shopping app that incentivizes sharing the brands you love. Sami has collaborated on influencer campaigns with some of the largest brands including Nike, Sephora, Apple Music and worked with thousands of influencers across her roles.

39:56

Building Community? Save This.

We love love love our community and talk with them all the time. So first and foremost starting the facebook group - literally before launch. Do people still use facebook? Do people still use facebook because I don't, BUT.. facebook is the only place where you can converse back and forth. And our biggest thing is this isn't about me communicating with them but it's more about them communicating together. Because that's going to grow then they're going to meet amazing people that are likeminded - so we're like we have to go to facebook.. AND IT WORKED!

46:45 - 47:20

For Brands: Why Scripts ≠ Storytelling

There's a journey into what needs to happen before pressing, you know, complete purchase. And there have been so many different instances for influencer campaigns where all that matters is the ROI and I really encourage brands and founders to take a step back from that and lean into their storytelling through influencers and the way that influencers cannot read a script but really tell their own story on that brands behalf. I really think that brands that can do that well will convert so well.

47:26

Tell Your Story

And have the brand tell their story. People LOVE to know how they got to where they're at, they love the process rather than "hey we made it" and "try our product".. I mean tik-tok get raw with it, share the story!

48:34-48:58 

How TikTok Saved A Businesses CRISIS

They were like "I'll take the crooked".. and i was like "you will?". Thousands of people liked it saying they'll take it. We were so upset we wasted all this money, everything was crooked, here comes tik tok "we LOVE the crooked" "give me the crooked".. so i made a tik tok wearing the crooked and i said "these are live right now, they are crooked, but go get em". We called them the tik tok special. I only put them on tik tok. They sold out in 5 minutes.

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Sami Clarke - Founder of FORM
Sami Bernstein- Partner of FORM
Ramon Berrios - CEO of Trend.io
Blaine Bolus - COO of OmniPanel