Prime’s Rise and Fall: A Hypergrowth Mirage
In 2022, YouTubers Logan Paul and KSI launched Prime Hydration, and boom – a viral marketing machine. It pulled in $250 million in retail sales in its first year and escalated to a blockbuster $1.2 billion in 2023.
But cheap thrills fade fast. In the UK, Prime’s revenue collapsed by roughly 70% year‑over‑year, from about £112 million in 2023 to £33 million in 2024 . Profits cratered even more dramatically – net profit fell 91–92%, landing around £312,000 . In the U.S., revenues dropped roughly 40% in H1 2024, per consumer‑panel data .
So what’s going on? The brand is now in “strategic review mode”.
The Bubble Isn’t Built to Last
Prime was built on borrowed hype. Social media, influencer charisma, scarcity-driven black‑market demand – all of it worked brilliantly to ignite the rocket…but there was no engine.
As one analyst put it, hype can’t substitute for enduring demand:
The upside of the influencer‑led… approach is that it allows you to capitalize quickly… But there is a big risk that this turns into a short‑term viral fad unless the product itself … can serve a real consumer need.
Prime’s trajectory is textbook: hype-fueled launch, flash burn, bailout conversations.
Build on Sand – Expect to Erode
Lessons for creators and brands:
- Followers ≠ Customers – You can amass millions, yet convert almost none.
- Virality ≠ Viability – One-hit wonders die quick; MrBeast is the exception, not the rule.
- Fame First, Product Second, Strategy Last – If the product isn’t good enough to buy twice, you don’t have a business.
Own Your Ground
Here’s the truth: building on rented platforms is asinine. One algorithm tweak, and poof – you’re ghosted.
But if you build on your domain name, not your Instagram, TikTok, or Amazon storefront, you’re in control.
Three reasons to plant your flag on your own domain:
Platform free‑agency
Social platforms are land you lease. Policies change. Reach tanks. You log in and boom, you’ve lost your audience. Your website? Still yours.
Convert before buying – twice
Getting people to your domain name lets you capture emails, retarget, upsell. Not a flash sale. A sustainable business. Your second sale isn’t hype, it’s trust.
Persona‑proof longevity
If your business vanishes when you stop posting, you don’t own a brand – you own a job. Domain names survive personalities. They outlast fleeting fame.
Show Me the Data: Domains Work
Creators are shifting followers to their own domains, because it’s where real revenue happens. Viral entrepreneurs know: disposable hype = fatal; habitual customers = capital.
Building on their own domain name puts creators in the driver’s seat, giving them full control and a real stake in the value they generate. It’s a move away from renting space on someone else’s platform toward owning the digital assets and the equity that underpin their business.
Data shows an orchestrated shift: creators are moving ardent fans off social platforms and onto their own websites, apps, and monetisation hubs. This isn’t theoretical, it’s happening.
Monetisation Control & Data Ownership Game Changers
On-platform metrics don’t belong to you. Platforms typically own all the audience data, severely limiting creators’ ability to export, analyse, or repurpose that data, and share most of the upside.
When you own your own domain, you own the data and more importantly, the monetisation pathways: email list, course sales, merch, subscriptions (you name it).
Are You Building on Quicksand or Concrete?
If you’re a brand or a creator, stop chasing virality as a strategy. Start building your digital land, not renting someone else’s.
Because at the end of the day, real business isn’t about one campaign blowing up. It’s about building something that survives the next algorithm, the next trend, the next wave. Your own domain name is your only solid ground.
We hope the above information will help you in making informed decisions about your brand. If you want to say hi or have any questions about naming, branding, and domain names get in touch, we’re always happy to hear from you.
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