In this conversation, AJ Befumo, a former pro wrestler and the creative force behind the popular Costco Guys, shares his journey from the ring to the TikTok spotlight. He delves into the rise of his family-friendly content, highlighting their viral Costco reviews and unique branding. AJ discusses navigating the complexities of child influencing, monetization strategies, and maintaining a positive family dynamic amid fame. He also introduces their creative 'boom meter' for food reviews and offers valuable insights on building a successful and happy mindset.
The Costco Guys, a viral family brand, began as a playful project that evolved into a highly engaging cinematic experience on social media.
Their success relies on strategic content creation, brand partnerships, and focusing initially on TikTok before expanding to other platforms.
Deep dives
Origin of the Costco Guys
The Costco Guys began as a lighthearted family project, initially intended to ease household pressures for AJ Bafumo and his son, Big Justice. Their first viral video came from a playful challenge where viewers guessed whether their Costco shopping total would exceed a set amount, resulting in unexpected audience engagement and millions of views. This success inspired them to create content that humorously highlighted their shopping experiences and interactions at Costco. Through entertaining skits and relatable father-son moments, they quickly developed a unique brand that resonated with many viewers online.
Expanding the Costco Guys Universe
The Costco Guys universe features a variety of family members and collaborators, including Mama Justice, Sister Ashley, Cousin Angelo, and a prominent young collaborator known as the Rizzler. AJ emphasizes that this team has transformed their content into a larger cinematic experience, which has been well-received by fans. The introduction of the Rizzler added a new dynamic that captured significant attention, illustrating the organic evolution of their brand. This expanding universe not only enhances their content but also fosters a sense of community and connection among viewers.
Monetization and Content Strategy
The Costco Guys generate revenue through a blend of brand partnerships, platform rewards, and merchandise, with Cameo being a notable avenue for income. Their success has necessitated a more professional approach, leading to the establishment of a dedicated team that includes managers and editors. AJ highlights the importance of focusing on a primary platform first—in their case, TikTok—before branching out to others like YouTube and Instagram. This strategic expansion has allowed them to maintain a strong audience base and adapt to the ever-changing landscape of online content creation.
Navigating Fame and Family Dynamics
Fame has significantly impacted the Bafumo family, yet AJ believes their strong family bonds and open communication help them navigate the challenges associated with being public figures. They prioritize family time alongside their creative endeavors, ensuring that Big Justice remains grounded and still engages in typical childhood activities. AJ believes in empowering his children, especially in creative decision-making, which may help maintain healthy dynamics as they grow older and face new challenges. Thus far, the family has managed to keep their focus on positivity, with AJ even sharing his personal principles for happiness and success.
Over the past few months, a father-son duo known as the Costco guys has become inescapable online. Their family-friendly videos about the grocery chain's chicken bakes and double-chunk chocolate cookies have earned them over 62 million likes on TikTok.
This week, AJ Befumo joins Taylor to discuss how he went from former pro wrestler to king of the Costcoverse.