Mashable will increase the quality of its YouTube content thanks to a partnership with one of the online video industry’s top multi-channel networks. The social media and tech news publication has partnered with Collective Digital Studios in a deal that will spruce up the Mashable YouTube presence.
Mashable already has an existing online video channel with 64,000 subscribers, and it has done a decent job of engaging the YouTube audience. Some of its most popular videos include collaborations with the likes of Grumpy Cat and Michelle Phan while others nod to buzzy topics like Google Glass and prank videos (with some help from Mark Malkoff).
By partnering with Collective DS, Mashable’s will feature a similar manner of original content bolstered by the network’s production skills and extensive talent roster, all aimed at capturing the youthful YouTube demographic. “There is a huge millennial teen audience on YouTube,” said Mashable chief strategy officer Adam Ostrow. “If we can get them consuming videos, then maybe we can get them converting across the board. We’re thinking about this deal from business and audience acquisition play.”
As for Collective DS, its partnership with Mashable represents the most recent in a string of brand deals it has brokered. The MCN’s other brand partners include electronic music label UKF and the Bobbi Brown cosmetics line. These sort of partnerships allow Collective DS to create opportunities for its non-brand creators while upping each brand’s YouTube presence.
Mashable is a social media leader thanks in large part to its 3.5 million Twitter followers. Thanks to its new partnership, we should soon see more of those followers converted into YouTube subscribers as well.