Twitter-owned Niche, which has connected 50,000 digital influencers with brands for sponsored content deals since its acquisition in 2015, is giving a handful of notable Twitter video personalities more creative control with an initiative dubbed Creator Originals.
Rather than tapping creators to develop branded videos driven by advertiser briefs, Creator Originals will initially enable several former Vine luminaries — including Josh Peck, Sara Hopkins, Matt Cutshall, Aaron Chewning, and Miel Bredouw — to develop non-branded shows that marketers can sponsor via in-stream (or pre-roll) ads.
“We’re now enabling creators to produce the kind of content that they want,” Niche’s head of U.S. content strategy, Katherine Rundell, tells Tubefilter, “and giving brands the opportunity to tie into projects with a longer shelf life.” Wendy’s will serve as the launch sponsor for Creator Originals, which Twitter unveiled at its second annual NewFronts presentation this evening.
A total of eight new episodic shows — some of which are scripted — mark a push by Twitter into the lifestyle vertical as well as a grab for younger viewers, given that much of Twitter’s video programming to date has focused on streaming sports and news. The Creator Originals shows will comprise six to eight episodes apiece — each of which will be between three to five minutes in length — which Rundell said was the platform’s “sweet spot for video tune-in.” Shows will be distributed weekly on creators’ Twitter pages, and also promoted prominently within users’ feeds.
Rundell added that while the initial slate doesn’t feature any live programming, future launches could. She also emphasized that brand-safety was paramount in tapping the original round of creator partners.
Check out the slate of the eight forthcoming Creator Originals — which Twitter says don’t have a release date as of yet — below.
Peloton is dismissing a chunk of its workforce, including its top executive. Barry McCarthy announced that he is…
Meta is looking to improve creator and brand experiences on its platform by investing in AI. The…
Bob Does Sports, the self-dubbed home of "brilliantly dumb sporting adventures" hosted by Robby Berger,…
Influencer marketing agency Billion Dollar Boy is launching a new membership community that's "dedicated to…
Welcome to Millionaires, where we profile creators who have recently crossed the one million follower…
Welcome to Creators on the Rise, where we find and profile breakout creators who are…