Jellysmack will help expand the content creator’s presence across other platforms by helping edit and optimise content for each particular platform and help bring in audiences for that content. However, it does not typically help connect creators with brands for sponsorship opportunities.
“The bigger creators become, the bigger their presence is across all platforms, the more audiences they reach, the impact on brand partnership and sponsorships comes with it. It’s not something that we’re involved directly, but it’s a trigger effect of what we do,” Mr Ritchie said.
Globally Jellysmack works with creators such as PewDiePie, MrBeast, Bailey Sarian and Nas Daily while in Australia it has signed HowToBasic, JoshDub, How Ridiculous, Jazza, Mully, Self Sufficient Me, Tannar, Vincenzo’s Plate, Cupcake Savvy Kitchen and SAMMIT.
The creators range in size from 16.7 million YouTube subscribers (HowToBasic) to 470,000 (SAMMIT), with Jellysmack more focused on the creator’s video library and their frequency of posting rather than their subscriber base.
“We need to work with the big video libraries, as once we launch a creator – say on Facebook – we need to post quite frequently in order to for the page to start getting traction,” Mr Ritchie said. “So usually at the start, we post four times a week and that’s why we need to work with existing libraries that are big. And evergreen content is better than very newsworthy or topical content, just because it can work essentially any time.”
Mr Ritchie said to sign a creator the content is tested to ensure there is a likelihood of success in expanding their presence on other platforms, with Jellysmack taking on the financial risk should the venture fail.
“We invest our own money to grow the page and to acquire traffic. This is a big investment in terms of resources, expertise and financial investment from Jellysmack to start growing the presence of the creator on the new platform,” he said.
“Usually when a video goes live on Facebook, there are 30 people that have touched it at some point in time. We have content strategists, video editors, community managers, growth hackers, brand safety checkers.”
The brand safety checker role is crucial to ensure the content is in line with a platform’s community standards and a critical player in Jellysmack’s team considering the company is not shy of working with controversial creators such as PewDiePie, who has faced criticism for inappropriate jokes and controversial content.
For Jellysmack, the goal is to help its creators generate more revenue and attract bigger audiences.
Mr Ritchie said Jellysmack wants to help its Australian and New Zealand creators find new audiences abroad.
“Australian content is very exportable to English-speaking countries. It’s not uncommon that local content creators will have larger audiences in the US, for instance,” he said.
“A lot of them might be doing very well domestically, but we can take that content internationally to various English-speaking locations,” said Mr Ritchie.
“So if we can make an impact on as many content creators as possible in Australia and New Zealand, and enable them to thrive locally, but also internationally, that’s what success looks like.”
Jellysmack's local launch to tap into $133 billion creator economy - The Australian Financial Review
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