Influencer & creator economy news · Updated October 31, 2026

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SharkNinja: Customers Made 98% of CREAMi's Social Impressions

SharkNinja's CEO says customers, not the brand, made 98% of a billion CREAMi impressions. What the claim means for UGC, affiliate programs and brand teams.

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Key questions

What did SharkNinja's CEO say about the CREAMi?
Mark Barrocas said there were a billion social media impressions on the Ninja CREAMi globally last year and that SharkNinja was responsible for 2% of them, with 98% coming from consumers telling other consumers what they made.
How did the CREAMi go viral?
According to Barrocas, gym-goers began freezing post-workout protein shakes in the CREAMi pint and posting the results, with users describing a 230-calorie pint carrying 30 grams of protein.
What are SharkNinja First Fans and Storytellers?
First Fans is a program for SharkNinja's 4,100+ team members, and Storytellers is for consumers.

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