Beyond the View Count: Belgian Boys on Building a Brand People Want to Follow

A creator’s video can earn thousands of views. But what makes someone remember the product, ask where to find it, or add it to their next grocery list?

For Belgian Boys, those questions start with understanding how the brand fits into people’s everyday lives.

On BabbleBoxx’s Like.Love.Share. podcast, host Sherri Langburt sat down with Jenna Ham, who leads social and influencer marketing at Belgian Boys, to discuss creator partnerships, community building, and the opportunities that emerge when brands pay closer attention to their audiences.

From finding creators through casual scrolling to looking for customer insights in the comments, Jenna shared an approach that gives marketers plenty to think about beyond their next campaign report.

Start With the Moment Your Product Fits Into

Belgian Boys makes convenient breakfast products, including mini pancakes and waffles. While busy parents are a natural audience, Jenna sees opportunities to introduce the brand through other routines and occasions.

One example came from a creator’s video about an evening at home. After putting their children to bed, the creator and his wife ordered food for a movie night. Jenna immediately recognized a potential connection: Belgian Boys could fit into that same moment as an easy option already waiting in the refrigerator.

That observation prompted her to reach out.

It is a useful lesson for influencer marketing teams. Finding the right creator means looking beyond a category label such as “food” or “parenting.” Their routines, storytelling, and everyday needs can reveal a more compelling connection.

A product integration becomes easier to imagine when the occasion already exists in the creator’s content.

Make Product Education Part of the Story

During the conversation, Sherri referred to Belgian Boys as a frozen food brand. Jenna clarified that its products belong in the refrigerator section.

That distinction creates a practical marketing opportunity. Someone who remembers a video but looks in the wrong aisle may struggle to find the product.

Creator content can help close that gap by showing where a product lives, how it is prepared, and when someone might reach for it.

Jenna also discussed college students as an audience Belgian Boys is exploring. A student with a small refrigerator and limited freezer access presents a different use case from a parent preparing breakfast before school.

For food brands, these details can shape a stronger brief. Showing the product in a dorm refrigerator or during a busy morning gives viewers information they can use when deciding whether it fits their lives.

Build a Community Around Your Own Brand Personality

When Jenna joined Belgian Boys, one of the priorities was strengthening its community.

Her approach starts with recognizing what already makes the brand distinctive. Belgian Boys has a playful visual identity, recognizable pink branding, and a focus on spreading joy. Those qualities provide direction for how it shows up online.

Jenna cautioned against copying another brand’s social strategy simply because it appears successful. A voice or format that works for one company may feel disconnected from another.

The more useful question is: What do people already respond to about your brand, and how can you give them more opportunities to participate?

For Belgian Boys, merchandise offers one possibility. Jenna described community rewards such as waffle hair clips and branded lunch boxes, along with interest in exploring more deliberate merchandise drops.

Those items give fans another way to express their connection to the brand, and give the team a chance to learn what its community actually wants.

Look Beyond the Obvious Brand Collaboration

Brand partnerships were another opportunity discussed throughout the episode.

Jenna shared an interest in collaborations that could introduce Belgian Boys to new audiences. Some possibilities naturally connect to food, such as lunch boxes or coolers. Others could draw on shared colors, personalities, or lifestyle interests.

The conversation explored how a partnership with a blanket brand, for example, might connect through comfort and a recognizable pink aesthetic.

These were ideas under consideration, rather than announced collaborations. But the strategic point applies broadly: complementary brands can connect through a shared audience or occasion, even when their products sit in different retail categories.

Sherri connected this thinking to BabbleBoxx’s multi-brand programs, where complementary products appear together in creator content. Bringing brands into a shared story can introduce audiences to products they may not have discovered individually.

Treat the Comments as Part of the Campaign

Views and engagement numbers tell part of a campaign’s story. The comments can help explain what viewers took away from it.

Are people asking where to buy? Sharing how they would use the product? Suggesting a flavor? Tagging someone who would love it?

Jenna identified comment sentiment as a priority for Belgian Boys’ future measurement. Sherri also highlighted the potential for comments to inform sampling, product ideas, and community engagement.

Jenna shared a surprise-and-delight concept: sending products to people who commented on a selected post. It was an idea she had pitched internally, illustrating how audience participation could inspire a tangible brand experience.

For marketers, the opportunity is to build time for reading and responding into the campaign itself. Reporting becomes more useful when it captures what people are saying alongside how many people engaged.

Match Your Channel Strategy to Your Capabilities

The episode also addressed the work behind social commerce.

Although Belgian Boys does not sell directly to consumers, Jenna drew on her agency experience to discuss the infrastructure required for TikTok Shop. Fulfillment, creator management, product seeding, content, and ongoing support all factored into the conversation.

Her point was practical: brands need to assess whether they can support a channel before committing to it.

That same thinking applies across influencer marketing. The strongest opportunity is one a brand can execute well, sustain, and connect to its business goals.

Give People a Reason to Remember You

Throughout the episode, one idea kept resurfacing: relevance comes from paying attention.

Pay attention to the moments creators already share. Notice what customers ask in the comments. Understand which parts of your brand people want to bring into their own lives.

Those observations can lead to better creator selection, clearer product education, and more meaningful community interactions.

At BabbleBoxx, we help brands turn those connections into creator campaigns, from dedicated partnerships to multi-brand co-promotions and custom product experiences. The starting point is understanding where your brand belongs in the story.

Listen to the full episode here: https://open.spotify.com/episode/0WWybC4KFJRSacKPrnjD6R?si=UtgXst0KT4GGrKWgtXiB3w