Ep. 28 Creating a Multi-Million Dollar Brand as a Social Media Dog Influencer Ecommerce Building Blocks

Bryan Reisberg founded his dog backpack company, Little Chonk, after his beloved Corgi, Maxine, had amassed a huge following on Instagram and TikTok, from being shown getting carried around in modified backpacks all over  the New York City subway. Jason talks with him about the dog backpack community and what it’s like to go into business after you are already an influencer.

In this week’s episode of Ecommerce Building Blocks, Jason talks with Bryan Reisberg about his journey from proud dog owner to successful pet backpack entrepreneur. Using only unpaid social media, Bryan successfully sold out of his prototype in 4 minutes and has continued to perfect his design and to expand his inventory (and Maxine’s following) over the 10 months since his company launched. Bryan’s marketing stack demonstrates that having an enthusiastic following and an engaged community always wins over ad-spend.

Topics Discussed:


The expansion of TikTok during the Covid-19 pandemic
How the TikTok algorithm rewards niche material
Using each social media platform for what it is capable of doing
How Bryan’s viral content lead to product development and not the other way around
Steps to pulling together a company from hiring designers to creating an advisory board
Why responding personally to customers is important
How drumming up excitement takes constant connection with your audience



➡️ Building Blocks website: bbclass.co

Jason’s twitter: https://twitter.com/Eggroli

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Little Chonk’s TikTok: https://www.tiktok.com/@heylittlechonk

Bryan’s LinkedIn: https://www.linkedin.com/in/bryanreisberg/