SANTA MONICA, Calif. – Creators are remaking the media landscape, giving brands new ways to reach audiences of highly engaged fans, enthusiasts and followers. Amid this transformation, create platform Spotter is spending hundreds of millions of dollars to license Creator content that’s monetized through partnerships with brands.
“These Creators are really building expectations with audiences and engagement with audiences in new and very different ways because of the authenticity and the uniqueness of the content that they create,” Lauren Benedict, chief revenue officer at Creator-content platform Spotter, said in this interview at the Beet Retreat Santa Monica with Beet.TV contributor Rob Williams.
Steady Programming
Unlike influencers who have developed a following with vlogs and product reviews, Creators tend to have a steady programming schedule and production values comparable to traditional broadcast television. Benedict points to MrBeast, a longtime internet personality who has amassed more than 330M+ subscribers on YouTube, as a Spotter partner with a loyal audience.
“MrBeast posts a video on a very regular schedule, typically on an every-other-Saturday basis,” Benedict said. “When he posts a video, audiences very quickly thereafter tune in and watch this content….about 40% of that audience ‘cumes in the first 48 hours, and within the first week, 60% of that audience has watched that single video.”
Viewer Attention
Meanwhile, the variety of content on YouTube also helps to reach broader groups of audiences based on an identity group.
“For example, 79% of all YouTube multicultural viewers actually seek out content that makes them feel connected to people where they identify,” Benedict said. “Being able to have this authentic relationship with the content when a viewer is tuning in is very meaningful and purposeful.”
Engaged viewers are key targets for brands that are seeking to cut through the ad clutter.
Brands “can get closer to content and audiences where the viewer is very much having an experience that is personal to them,” Benedict said. “When a brand is associated with that content, the audience that’s experiencing is much more receptive. And obviously that drives much greater impact for campaign performance.”
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