Building Your Audience: Two Maker Studios Executives Share the Secrets
"There are a lot of things we do, that content creators can't do on their own."
THE YEAR IS 2009. JUSTIN BIEBER IS 15 AND HAS BEEN CAPITALIZING ON THE POWER OF YOUTUBE FOR JUST ONE YEAR, HAVING BEEN DISCOVERED ON THE PLATFORM.
You might not remember it, but Maker Studios, the now largest content network on YouTube which attracts more than 10 billion views every month with over 650 million subscribers, certainly does.
In 2009 a group of dynamic content creators joined together to drive audiences to a single destination–The Station. Maker is now home to top digital stars, multiple channels, and content, where programming is organized by genre. Court Petrie, Head of Audience, and Rona Moser, Director of Programming, spearhead Life + Style, developing content for The Platform, Maker's global beauty and fashion destination. With shows like The Fashion Statement with LA DJ and trendsetter Amy Pham, The Platform has over 37M views on YouTube.
But with ever-changing platforms, why is YouTube and Maker still relevant?
"With ever-changing platforms, why is YouTube and Maker still relevant?"
According to Court it doesn't hurt that Maker is, "one of the oldest multi-channel networks. We’re the pioneers," he says, "the OGs if you will." But even OGs have to pivot and change. "We’re moving past being a multi-channel network and into being a true media company," explains Court, "with a focus on original programming and intellectual property. We want our creators to constantly be creating and pushing their brand, and that is where we are really strong."
Strong they are, at least if Disney's nearly 1 billion dollar March 2015 acquisition is proof for the Maker pudding. In a deal that raised a few eyebrows and got comment sections shaking, Maker received 500 million upfront, cementing the company's belief in the massive opportunity that short form digital video holds.
It's strategically-enhanced storytelling with plenty of room for growth and expansion. In 2016 Court and Rona are focusing on pushing their current audience, trying to get new audiences, and thinking about what will do well in distribution with Maker's 20 plus distribution partners in the US and worldwide, maintaining that content creators should be thinking about this in the same way.
As for retaining an audience in an over-saturated market both content and platform-wise, it's a two-part strategy: "Audience is based on listen and learn," explains Rona. "You have audience comments- listen to those. Learn their habits. When are they dropping off? When are they tuning in? For instance, with The Fashion Statement we know if they don't see the looks upfront in some kind of a montage, they aren’t going to stay to watch."
"Audience is based on listen and learn."
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Adds Court, "You have to look at the algorithms and the numbers to figure out how to bubble your content up."
In terms of new platforms, they think betting on Facebook Live is a pretty safe. And over the next year audiences can expect a rebrand from The Platform as well as Court's strategy for social programming that involves Snapchat and Instagram working together.
“We know what we do really well. As long as we create strong brands, we can change platforms easily. You can't just be on YouTube anymore. This is the time where you can experience and grow your brand and grow your audience,” heartens Court.
"As long as we create strong brands, we can change platforms easily. You can't just be on YouTube anymore."
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“Women are looking for inspirational, but relatable content,” says Rona. “That’s what we want to develop, and that’s not always a ten-second clip.”
The biggest mistake they see with new talent is inconsistency. "You have to figure out a system," explains Rona. "Whether that's Tuesday, Thursday, Saturday, or something else, but you have to have a schedule."
"There's a reason it's called social programming," says Court. "It needs to be consistent. But early on you should be taking risks and trying new things. I've had a lot of conversations with green content creators who say, 'This is my brand,' but they're not established enough yet, so taking risks is paramount."
Which means breaking from the pack. "Everyone is doing 'What's in my Bag' and smokey eye tutorial," Rona points out. "Don't do that. You do you boo."
"Everyone is doing 'What's in my Bag' and smokey eye tutorial. Don't do that. You do you boo."
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The talent Maker wants to get in bed with are those with an original POV-- because what Court and Rona are looking for are the possibilities beyond short-form. For instance, developing a television show that's unique to that person, merchandise that's special, and brand partnerships that live online and off. They need to understand the 'why' behind the talent before they can start a conversation with a brand. You can post a photo that everyone else is posting, but if there isn’t intention or your voice behind it, “You’re just another follower,” says Rona.
Two such Maker talent with an understanding of their respective brands are Chriselle Lim and Alisha Marie. "Chriselle is one of those rare talents that has mastered her brand on every platform, says Court. "Her brand carries out across platforms in a very fluid way. There are large brands that don’t do it as well as she does."
"Luck," vocalizes Rona, "has nothing to do with it. The most successful talent in the content game understand the numbers and analytics." Something Court and Rona say the Create & Cultivate audience will glean from listening to Maker's roster talk about harnessing the power of digital platforms this coming May 7th.
As Rona says, "Be a beginning." Which is clearly something Maker has been doing since 2009.
Images shot by Joshua Escueta.
Create, Cultivate, Do: Jaclyn Johnson
We're natural born creators and cultivators, which means we're always on the move. Doing what we love, doing what we need to get to that next step, and doing what we can to help others.
That's why when Sara Haile, creator of People Who Do reached out to collaborate on a series celebrating those "who do," we were totally game. And who better to kick off the Create, Cultivate, & Do series than our very own founder Jaclyn Johnson? Get some insight into her thought process and philosophies on life, work, and #createcultivate!
We're natural born creators and cultivators, which means we're always on the move. Doing what we love, doing what we need to get to that next step, and doing what we can to help others.
That's why when Sara Haile, creator of People Who Do reached out to collaborate on a series celebrating those "who do," we were totally game. And who better to kick off the Create, Cultivate, & Do series than our very own founder Jaclyn Johnson? Get some insight into her thought process and philosophies on life, work, and #createcultivate! —PC
People Who Do: Jaclyn Johnson
by Sara Haile
Name: Jaclyn Johnson
Occupations, affiliations, and projects:
Founder of (No Subject) and Creator of Create & Cultivate
People Who Do focuses on those who excel at moving forward throughout their passions in life, why is it important to you to “do”?:
I am big fan of starting by starting—I think way too many people get hung up on the details and psych themselves out of whatever it is they are looking to pursue. I say go, and do.
"...people get hung up on the details and psych themselves out of whatever they're looking to pursue. I say go, and do."
To date, what accomplishments (of any kind) are you most proud of?
Definitely being part of Forbes 30 under 30 Class of 2015. That has been amazing.
#1 motivating mantra to get through tough moments:
It’s all temporary. I can get really stressed over client work or a fire we need to put out but the reality is they're all temporary things that aren’t nearly as important as health, family, and friends.
What’s your favorite thing you’ve learned so far this year?
Hard work pays off.
What’s your favorite lesson you’ve ever learned, ever?
Definitely learned it the hard way, but: get it in writing.
What's your go-to song to put you in a better mood?
My music tastes are always changing but right now I have the new Jamie xx on repeat.
Favorite method for logging any kind of inspiration:
I absolutely love Pinterest! It’s a vault of visual inspiration.
You lead amazingly creative and forward-thinking projects that focus on the digital space. What’s the biggest thrill that you get from them?
Definitely seeing our clients succeed—we really put our heart and soul into campaigns so when they are successful it’s truly a thrill.
Top 5 people you would invite to a dinner party:
Joan Rivers
Hillary Clinton
Nicole Richie
Oprah
and Ryan Gosling because, why not?
3 words that you want to be remembered by:
Successful. Humble. Loved.
What’s the next goal?
We are really growing the Create & Cultivate brand this year so that is our focus and so far it’s been a real blast!
By "do-ing," you create your own unique legacy. How do you want your legacy to be remembered?
Of course with style and grace, but I hope people remember me as a connector and someone who brought people together, whether over a cool project or a beautiful dinner. I really enjoy bridging the gaps and bringing people closer.
"I hope people remember me as a connector, someone who brought people together."
What are some of the ways that you relieve stress?
Exercise—it’s truly my therapy! I always try to make room for a hike or a spin class.
What is one thing that is so satisfying in your career that you wouldn't be able to do if you had chosen another career path?
I get to make my vision come to life—it’s so satisfying to dream something up and then actually see in real life.
What advice would you give to someone who's trying to follow in your career path?
Ah! I would say foster your relationships. No one really teaches that to you in college, but your relationships are truly the key to success.
See more (and more of Jaclyn) at People Who Do. And stayed tuned for more from PWD on C+C in the coming weeks.
Creative since the 80s, Sara always saw the importance of pursuing creative ideas of any kind. People Who Do stems from an awareness of the importance to create and move forward and a deep appreciation for those show up, excel at their craft, all while creating infectious, creative energy to push others towards their goals as well. As a proponent of those who excel at their craft, someone who thrives off the passion of others, and a freelance photographer, People Who Do was just waiting to happen.
Q+A: Natalia Borecka of Lone Wolf Magazine
I'm Natalia Borecka (@nataliaborecka) the Editor-in-Chief, Creative Director and Founder of Lone Wolf Magazine. We’re putting substance back into fashion and turning it into a vehicle for personal empowerment and education.
Name, @username, craft, elevator pitch:
Natalia Borecka, @nataliaborecka, I’m the Editor-in-Chief, Creative Director and Founder of Lone Wolf Magazine. We’re putting substance back into fashion and turning it into a vehicle for personal empowerment and education.
What tools and/or apps are essential to your work?
I’m kind of like a one-person marching band—I do it all—so making sure that I’m using my time effectively becomes the greatest challenge. I've found that the only way I can be productive is when I use a timer system. I give myself a pre-specified amount of time on any one task, and I literally set a timer. This helps me make sure that I have enough time left over to do all the important stuff. One app that I couldn’t live without is Boomerang, an email manager. Boomerang is really incredible for anyone who is inundated with emails. For me the problem is that a lot of my emails take time and deliberation, even if I want to reply right away it's not always realistic to do so. But when you get so many new emails daily, any unanswered email from a few days ago often goes completely forgotten. Boomerang really solves this problem. I don't know how I ever lived without it.
Where do you like to go on a day off?
My job is to come up with new ideas, so on my days off I gravitate toward places where new ideas live. I particularly love those shamelessly large corporate bookstores that are all three stories high with coffee shops tucked into them. You can get lost in all that amazing content. Really, if you think about it, being in a big bookstore is kind of like spending time online; you get so much information at your fingertips, but unlike the internet the content is all carefully curated and brought to the world with painstaking effort. It’s like an idea museum. Every time I’m there I feel like a Charlie in the Chocolate Factory.
Who do you look to as an example of success?
I don’t look up to one particular person as an example of success, for me it’s more an idea of the kind of woman I want to become: a woman that is self-realized and living to her full potential. I look at J. K. Rowling, Phoebe Philo, Gloria Steinem, Diana Vreeland and Maya Angelou—these are all women I admire for being tuned into their life’s purpose and living up to their fullest potential as human beings.
What’s something you know now that you wish you’d known when starting your business?
I really wish I had known that you can’t hire someone just because you like them personally or think they have potential. You can’t give someone a fancy title and expect them to live up to that title. People just don’t work that way. A title has to be earned, fought for and conquered to mean anything. It took me a long time to get my business on the right track when I first started it because I collaborated with people I personally liked, and thought had potential, instead of seeking out those who actually had the skills that would help grow the business.
"You can’t hire someone just because you like them personally or think they have potential."
What other businesses are you excited about?
I’m really excited about calm.com, a startup that helps you relax if you're having a stressful day at work. I love it because I'm not that great at meditating, and this app breaks it down into digestible portions, guiding you through it. You can do it anywhere, on your own time, on an as-need basis. Just pop your headphones in for two minutes, and ta-da, you’re calm.
What’s the next thing on your to-do list today?
Right now I’m putting together the creative direction for a fashion story about the Pre-Raphaelite Muses and casting models for an upcoming blog shoot.
Sometimes procrastination is a virtue—what are you putting off right now?
Emails! I’m always putting off answering emails, but to my defense, I couldn’t get back to everyone even if I tried. Right now I have over 2000 emails to respond to. As it is, I spend about four hours a day replying to emails…and every morning, there’s a new batch waiting for my attention. Sometimes I feel like Sisyphus, except instead of pushing a rock up a mountain I'm replying to emails all day. Heaven is definitely going to be a place with no emails to answer.
What was your career catalyst?
I always knew that I wanted to be an entrepreneur, but when it finally happened it was really organic and more out of necessity than anything else. I graduated when the recession was in full bloom and there was simply no work. Strangely enough, at a time when no one would hire me for a respectable office job, I started making really good money through my on-the-side-thing as a fashion photographer. That experience was a huge paradigm shift, and showed me that what they say about doing what you love and the money will follow is completely true. My work as a fashion photographer proved integral to eventually starting Lone Wolf Magazine, which was a childhood dream of mine.
Best piece of advice for someone who wants to follow in your footsteps?
My advice to anyone who wants to start their own magazine would be to stay true to yourself and focus on what it is that makes you different. Everyone seems to follow the same formula in the world of magazine publishing, as if there is only one way to make a fashion magazine. Not every fashion magazine has to look like Vogue, not every lifestyle magazine has to look like Kinfolk. If you want to stand out, you need to do something different. I think part of the problem is that a lot of people are guided by the wrong things; they’re either hungry for a fancy title, or they want to feel that their lives are more extraordinary than their peers. That’s not really a good reason to start a fashion magazine. When I started LoneWolf I wasn’t looking to be the next Vogue, but to put something very positive into the world in an industry that was particularly known for making women feel bad about themselves. I focused on filling a void in the market, and doing it in the most authentic and honest way possible. I think that’s the key to being successful.
A book recommendation and a peek at Natalia's desk
Be sure to follow @lonewolfmag for more from Natalia & co. It's a seriously stunning publication with inspiration (both written and visual) for days and a truly refreshing perspective on fashion.