YouTube Releases Paid Option, YouTube Red
Last week, YouTube launched a subscription service called YouTube Red. As subscription services become more and more popular, it was only a matter of time before YouTube had their own. The service will be $10 a month, feature original content called YouTube Originals, and will be “completely the opposite of what Netflix is doing,” or so say the bigwigs at YouTube.
YouTube Originals will be produced by a host of YouTube celebrities that nobody over 20 has ever heard of and everyone under 20 binge watches regularly. With the average time spent watching videos online up to 1 hour and 30 minutes every day and paying services and ad blockers growing in prevalence, interest in YouTube Red shouldn’t be underestimated.
Conde Nast Buys Pitchfork, Provokes the Ire of Indie-Music-Loving Millennial Women
Conde Nast is a media conglomerate that owns Vanity Fair, The New Yorker, GQ, and Vogue, among many others. When they bought the influential indie music blog, Pitchfork Media, last week, they released a statement saying how excited they were to bring a very passionate group of male millennials to the Conde Nast readership. Their comment was not received well by the many passionate female Pitchfork readers, whose influence on the site has become noticeable with recent long form pieces celebrating the Riot Grrl movement and the sex positivity of Bob’s Burgers. Indeed, music fandom and insufferable pretentiousness should know no gender divide.
Nonetheless, using the estimates over at Quantcast, Pitchfork’s fanbase is 81% male. ¯\_(ツ)_/¯
Twitter Expands Its Analytics Offering
Twitter added to its ads offering this week, with the Brand Hub. The Twitter Brand Hub will enable advertisers to understand how their brand is being talked about and who is talking about it. The hub will have up to date conversation data organized by topic and level of brand loyalty, as well as standard demographics, like location, gender, and income level.
Media Partner of the Week: theAmplify
Started a year ago in L.A.’s Culver City, theAmplify is a social marketing agency that connects brands and companies with Instagram influencers, who create content for their campaigns and share it with their own fans. Some of TheAmplify’s influencers are offline celebrities and some aren’t, but all have at least 50,000 followers, and the average following is considerably higher, around 450,000. What separates TheAmplify from other agencies isn’t the reach of its influencers but the proprietary algorithm it uses to figure out who their followers are. That tool, called SharedRank, allows TheAmplify to offer a degree of demographic targeting in its campaigns that other Instagram-based agencies can’t match. Brands activate influencers by sending out a brief via Instagram, Facebook Snapchat, or Twitter. Influencers then submit content for review, and brand-approved content is subsequently posted within a specified timeframe. theAmplify’s proprietary measurement tools are also cool because they’re able to measure comment sentiment, match emojis used with comment sentiment (semantic mapping), and track brand profile lift.
The scale of influencer marketing can’t be ignored. Check out Pretty Little Liar’s Keegan Allen posing with Platex Sports’ tampons, which received 146K likes and 6K comments.
This Week in Social
Brands and Back to the Future
On October 21st many relevant and irrelevant brand conversations were started surrounding what’s been deemed Back to the Future day – the day Marty McFly travels to the future. Mashable compiled this list of the best and worst references on social.
Anti-Bullying Emoji Makes Debut
In an effort to encourage positive conversation and make the internet a safer place, the Ad Council created a not-at-all-creepy eyeball emoji as part of the anti-bullying “I am a Witness” campaign.
Hotline Bling Mashups
Drake released the music video for his hit song “Hotline Bling,” which featured some particularly awkward dancing. So, the internet did what it does best and remixed it with The Peanuts, Frasier, Summer Heights High, and even Netflix got in on the fun.