The 5 revenue streams of a $1M+ creator business ft. Jenn Lueke

**Jenn Lueke** (0:00)
That video got a million views very quickly, and I was so shocked that it did. I never had anything like that happen.

**SPEAKER_2** (0:07)
Today, it is a seven-figure business. Tell me all your different revenue streams and when you added them.

**Jenn Lueke** (0:14)
The first thing I started doing was brand partnerships. I have my book, and then I have affiliate income. That's like a small piece of it. I have my own website still, but I would say the primary, primary thing is the newsletter.

**SPEAKER_2** (0:25)
Let's talk a bit about more your strategy.

**Jenn Lueke** (0:28)
I've taken this business very seriously from when I had a thousand followers, and I had no idea. Right now, I have my content calendar pretty much planned all the way through September, and it's due now.

**SPEAKER_2** (0:38)
Wow.

**Jenn Lueke** (0:38)
You have to really commit.

**SPEAKER_2** (0:41)
You have an audience of over 3 million today, primarily on Instagram with 1.7 million and TikTok with nearly 800k.
But you started doing this in 2018, didn't really catch any real momentum until 2023, and then these past three years have been about you exploiting that momentum to establish a lucrative seven-figure sustainable business. I want to start with that inflection point in 2023, though. I understand that you had posted this. You'd start the series where you would write a $50 to $70 grocery list, and you would turn it into a week of meals. You posted a video doing that, and it just totally blew up. And after that, you just kind of managed that momentum. But before that, let's say like the months leading up to that, what wasn't working? Where was your audience and what were you posting before that sort of overnight shift?

**Jenn Lueke** (1:32)
There was a lot that wasn't working, to be completely honest, and I think that's how this goes.
I had been trying so many different things. I tried so many different series. I mean, I was sharing recipes the whole time, but there are a million different ways to share recipes. And getting it to actually resonate with people, finding that messaging that works for each individual person, that's the challenge. So those months leading up to that, and those years, honestly, leading up to that time, I was trying to figure out what that was, and it took a lot of trial and error. But I did start to realize that people were interested in budgeting around food, just talking about money in general when it comes to your weekly meals. So that was something that I had definitely unlocked, and I was starting to create content with that in mind. So some of my early videos that started to get more than 1,000 views, were what I buy at Costco to save money on weekly meal prep, a Trader Joe's meal that I love to make with three different products that you could buy, but it was all with this cost in mind. And then I started doing the budget grocery series in 2023, and that's when everything really clicked and came together. But even before I had started talking about money, it was about healthy recipes, it was about saving energy, it was about simple ingredients. There was a lot of different angles that you can take.

**SPEAKER_2** (2:56)
Yeah. In the six months after you sort of blew up, I'm curious how much of an overnight shift it was. If it was like one video you posted suddenly got, I don't know, a million views, and then everything just started coming after that, was it an overnight shift, or was it one of these more gradual, like, oh, that one hit, and then it had 10 more flops, and then that one hit. Was it overnight or what?

**Jenn Lueke** (3:18)
It, you know, it's, I'm always hesitant to use the word or term overnight, because it wasn't, but it was. Yeah, yeah. And even with that, like, that first video that I posted when I did that series, that did feel overnight, because that video got a million views very quickly, and I was so shocked that it did. I never had anything like that happen.
So in a way, yes. And then the way that I would do the series was there would be six videos all posted six days in a row. So I already had those videos lined up, and they were going up each day. So those were getting a lot of views because the first one had gotten a lot of views. So really from there, that did feel like it was overnight, because all of a sudden, I had a lot of people following this grocery list, following along, and I was just literally already working on the next series, probably like two days into that. And right from there, it was like everything kind of just started to click and make sense. And those six months after I started that series, it did feel like all the videos, like I felt like I could do no wrong because I finally found the thing that worked for people after doing wrong for a long time.