How Rosanna Pansino Parlayed a Massive YouTube Following Into a Business Beyond the Channel

Seeing a gap in the market led to a new bakeware line

Introducing the Adweek Podcast Network. Access infinite inspiration in your pocket on everything from career advice and creativity to metaverse marketing and more. Browse all podcasts.

Rosanna Pansino started uploading videos to YouTube around six years ago. These days, with nearly 9 million subscribers, 2 billion video views, a cookbook that’s a New York Times best-seller and a newly launched bakeware line, Pansino has taken over the URL as well as the IRL.

Between cakes, cookies, pizzas and “nerdy” crafts, Pansino started creating videos based on her own interests, and along the way, she found a like-minded community online. She didn’t set out to create a personal brand or business with the videos—that opportunity surprised her.

“Over

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in