Chamberlain Coffee Opens its First Brick-and-Mortar Location at Westfield Century City Mall, MrBeast Partners with Resorts World Las Vegas for The MrBeast Experience, YouTube and the NFL New and Improved Access Pass for Legends Initiative, Instagram Introduces New View Rate Metric and Insights for Creators

Chamberlain Coffee Opens its First Cafe in LA

Big news for Chamberlain Coffee fans! You can finally sip on your favorite caffeinated beverages curated by Emma Chamberlain at her new brick-and-mortar storefront in LA. The first-ever Chamberlain Coffee cafe opened its doors on January 30th at the Westfield Century City Mall. Chamberlain Coffee introduced its new cafe experience with a creative claymation video on social media, featuring animals and other signature motifs from its product packaging.

YouTuber and fashion enthusiast Emma Chamberlain first launched Chamberlain Coffee in 2019 and debuted her brand with single-serving cold brew coffee. Now, fans can enjoy a range of delicious drinks from matcha lattes to classic iced almond milk lattes, just like those featured in Emma’s iconic YouTube vlogs. The cafe’s menu includes other customizable coffee drinks plus an exclusive espresso “Emma’s Way” including almond milk and non-dairy creamer. 

With every Chamberlain Coffee activation comes a wave of UGC and fan content on platforms like TikTok and Instagram. Fans have shared countless vlogs of themselves waiting in line for the cafe and taste-testing its handmade lattes. Additionally, fans are urging Emma and her team to open new cafe locations across the United States. Chamberlain Coffee recently teased additional videos hinting at more cafe locations but has yet to make any official announcement. 

To learn more about the amazing story behind Chamberlain Coffee, check out our blog on IMF’s Top 10 Influencer-Founded Beverage Brands. Have you visited the Chamberlain Coffee cafe? Let us know your thoughts!

Resorts World Las Vegas Announces The MrBeast Experience

The MrBeast Experience is coming to Las Vegas this Spring with the YouTube trailblazer’s signature challenges, giveaways, and swag. According to a recent press release from Resorts World Las Vegas, the hotel is partnering with MrBeast to launch the immersive MrBeast Experience which will take place from April 13th to 15th. This exciting weekend getaway will include a series of on-site activations for young fans to enjoy and a mystery bag with gifts. One lucky MrBeast fan will win a $10,000 gift voucher redeemable for cash at Resorts World.

Resorts World notes that as a YouTube star, MrBeast is more than a personality. Rather, MrBeast is a global phenomenon with the power to influence his immense audience of 347 million subscribers. MrBeast has broken countless records from his YouTube challenge videos to his recent reality game show series Beast Games in partnership with Amazon Prime. MrBeast’s creativity and commitment to producing high-quality content for all ages have made him a “beacon of joy and generosity around the world.”

“We’re thrilled to partner with MrBeast to bring a new immersive experience to the property,” shared Ronn Nicolli, Chief Marketing Officer of Resorts World Las Vegas. “It’s special and unexpected and delivers on our commitment to create unforgettable experiences.” President and CEO of MrBeast Jeffrey Housenbold added, “Partnering with Resorts World Las Vegas is the perfect way to kick off 2025 in true MrBeast style—combining fun, surprises, and generosity. We’re thrilled to see the incredible experiences we’ll create together and make this year truly extraordinary for everyone.”

Ticket sales for this highly anticipated weekend getaway are now on sale via the official Resorts World Las Vegas website. To learn more about MrBeast recent business ventures such as Beast Games, subscribe to our biweekly newsletter Spreading the Influence, and check out our previous editions! 

YouTube and the NFL Kick-Off Access Pass for Legends

The NFL and YouTube have partnered up yet again for the exciting announcement of its latest content initiative. The new Access Pass for Legends program will allow former NFL players to use official league footage in their YouTube content. The new initiative comes as a follow-up to the success of the duo’s 2023 Access Pass Program which granted a select group of content creators to showcase NFL archive footage in their YouTube videos. “NFL players and legends are no longer just seen as athletes but as creators and storytellers with valuable perspectives on the game that increasingly have a home on YouTube,” NFL’s SVP of Social, Influencer, and Creator Marketing Ian Trombetta shared in a statement with Fast Company.

In the past, the Access Pass Program empowered creators to monetize their sports-related content without the fear of navigating copyright claims. Whalar, an influencer marketing agency formerly involved with the Access Pass Program, shared with Fast Company that the past initiative garnered over 46.5 million views in its first year and over 200 million to date for the NFL. With the new Access Pass for Legends program, the NFL is looking to take this engagement to new heights with football stars and current athletes.

Former NFL wide receiver Brandon Marshall is the first of many athletes to join Access Pass for Legends. “Now, the same guys that helped build the game are now in position to have this access, go on YouTube and build a business,” Marshall shared with Fast Company. “That is the biggest win, being able to tell stories from a different perspective.” Other NFL stars joining the new and improved program include Cam Newton, J.T. O’Sullivan, and Kurt Benkert.

Instagram Introduces New View Rate Metric and Insights

Instagram’s @creators account on Threads recently announced some new IG Insights Updates for creators, introducing new metrics and actionable tips. As per Instagram, “the first few seconds of your Reels are the most important.” Instagram’s new View Rate metric measures the percentage of creators’ viewers that watch their Reels beyond the 3-second threshold. Creators will also have the option to segment these View Rate insights on each Reel by followers and non-followers to better analyze their accounts reached and interactions.

In addition to the new View Rate metric, Instagram is providing more actionable tips for creators to improve their content strategy and understanding of post performance. Creators viewing the insights on one of their Reels will see a count of Views, Watch Time, Interactions, and Profile Activity plus a tailored pop-up offering tips on how the creator may proceed with other content. For instance, a pop-up may read, “This Reel is doing great! It got 20% more video views than the average of your recent Reels” and have a prompt to produce similar content.

These new creator insights updates come as Instagram Chief Adam Mosseri recently shared the platform’s 3 key factors influencing the algorithm: Watch Time, Likes, and Sends. As per Mosseri, “Likes are slightly more important for connected content, and Sends are slightly more important for unconnected content,” with Watch Time being the primary driver of Instagram reach. With Instagram’s algorithmic weight on Watch Time, the new View Rate metric may be a valuable tool for creators moving forward.

To learn more about the latest updates from Meta, subscribe to Spreading the Influence today.