Fullscreen Launches Creator Platform

Blenderhead

Blenderhead

Active Member
From The Next Web:

Fullscreen today launched its Creator Platform, a suite of tools for videographers and brands to better “strategically build” their audience while also monetizing their content. The online video company and global YouTube network now offers its users channel analytics, better reporting, and community-like features. In addition, the company is also launching its Creators iOS app to manage their content wherever they are.

The service’s network generates more than 2.5 billion views monthly, from the 15,000-plus YouTube channels that it works with. Its roster includes brands like NBCUniversal, Ryan Seacrest Productions, and many others.

What’s interesting about this update is that with Fullscreen’s Creator Platform, only those that are a part of its network will be able to have access to it. In order to gain access, an application will have to be filled out. It’s most likely that with a premium network like Fullscreen, it’s going to reach out to only a select few. So that means, while they’re touting these new tools, a majority of YouTube users won’t ever be able to use them.

Nevertheless, for those lucky creators, Fullscreen is offering a scheduling application that allows video publishing times to be preset. Other tools include FAM, a library of licensed music; and the Gorilla app, which can be used to have videos featured in branded sponsorship campaigns. Content creators can also utilize Fullscreen’s reporting dashboard that gives detailed financial statements on revenue earned, performance analytics and statistics on viewership patterns, traffic sources, and sharing patterns on social networks.

Company founder and CEO George Strompolos says:

"With the launch of the Fullscreen Creator Platform, we are providing a new mission control for creators and brands to succeed on YouTube. Content creation is no longer restricted to select Hollywood studios; it’s happening all around us. We’ve made it our mission to equip the new global creative class with the best possible technology platform to build, manage and monetize an audience."

Fullscreen is certainly making itself stand out with the launch of these tools. After all, they appear to be more than what YouTube currently offers creators. And for those making a living off of what they earn through the video social network, being able to properly measure and capture views and interactions is really important.
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Thoughts?
 
It is interesting, I'll give them that. It sounds like it is an additional reason to choose them. What do the other networks have to say for themselves? :p
 
Zoomin (and a few others at the channels requst) simply leaves YouTube earning analytics open which saves the need for any kind of third party dashboard. Partners already get scheduled uploads on YouTube, so an app that does the same seems superfluous. The licensed music database is shiny and all, except if you terminate your partnership you won't retain the license to the music.

I'm not seeing anything new or exciting here to be perfectly honest.
 
A whole lot of "no real information" in that quote.

:/

Thoughts on various points:
  • Analytics/reporting/revenue - Whatever, YouTube does this just fine and with more transparency
  • Scheduling - YouTube has this too, so whatever :/
  • 'Community-like features' --- Not sure what this means, maybe forums?
  • track social media spread of your videos - Plenty of tools/sites out there do this for free. Plus it generally is just reinforcing what you know.
 
Be patient with me as I'm not well-versed in the partnership paradigm of being a YouTuber, but where do these companies like Fullscreen make a bulk of their profit from?

Is it just through the revenue split of the YouTubers ad money on their network or more so through brand media buys, sponsorship, "viral" content campaigns, and so forth?

From what I've read up on, the latter is really where the *big* money comes into play. And with the VC funding backing these networks in the millions of dollars, I assume this would be the primary motivator. If that's the case, brands aren't going to be attracted to a wide array of "small timers" no matter how large the network as they really want the big-time "influencers" to justify a multi-million dollar media spend.

The question is, does Fullscreen's new offering really add much value to the folks with 1M+ subs, and enough so to sign on/switch to them?
 
Blenderhead said:
Be patient with me as I'm not well-versed in the partnership paradigm of being a YouTuber, but where do these companies like Fullscreen make a bulk of their profit from?

Is it just through the revenue split of the YouTubers ad money on their network or more so through brand media buys, sponsorship, "viral" content campaigns, and so forth?

From what I've read up on, the latter is really where the *big* money comes into play. And with the VC funding backing these networks in the millions of dollars, I assume this would be the primary motivator. If that's the case, brands aren't going to be attracted to a wide array of "small timers" no matter how large the network as they really want the big-time "influencers" to justify a multi-million dollar media spend.

The question is, does Fullscreen's new offering really add much value to the folks with 1M+ subs, and enough so to sign on/switch to them?
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Networks make money from 2 sources primarily. The revenue share from partners is one. The other is commission on ad sales (ie, they sell ads that are going to go up on YouTube and take a cut of the action there as well). So really, they make money on the same advertisement twice.
 
Tarmack said:
Networks make money from 2 sources primarily. The revenue share from partners is one. The other is commission on ad sales (ie, they sell ads that are going to go up on YouTube and take a cut of the action there as well). So really, they make money on the same advertisement twice.
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Not to hack a popular Silicon Valley quote, but in this arrangement we aren't the customer, we're the product. Essentially that means networks are more beholden to advertisers and their wishes rather than really serving the YouTubers under their wing.

That's why I take a look at this new Creator Platform and try to read between the lines of what Fullscreen's true motivation is behind it. Especially when the tools appear to mimic YouTube's native functionality, there has to be *something* which improves their ability to extract more money from advertisers.
 
Blenderhead said:
Not to hack a popular Silicon Valley quote, but in this arrangement we aren't the customer, we're the product. Essentially that means networks are more beholden to advertisers and their wishes rather than really serving the YouTubers under their wing.

That's why I take a look at this new Creator Platform and try to read between the lines of what Fullscreen's true motivation is behind it. Especially when the tools appear to mimic YouTube's native functionality, there has to be *something* which improves their ability to extract more money from advertisers.
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We definitely are the product. Something which most channels don't understand.

I believe the main source of this is just to attract new channels by fleshing out their 'features', but once again this news release is so non-descriptive its hard to tell even what they are releasing.
 
Flammy said:
We definitely are the product. Something which most channels don't understand.
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The thing is, you don't *have* to be the product. I feel that many people focus way to narrowly and obsess over every little trickle of ad-based revenue without seeing the bigger picture and alternative, more sustainable, lucrative options.

In blogging for years, I can attest that the same mindset is pervasive in that medium as well. Most will say "Adsense is the welfare of blogging" and they're pretty much correct. The race to a zillion views for the sake of s**t-poor CPM rates blinds you from the fact there are actual living, breathing human beings consuming your content on a regular basis. Let *them* be your customers, not the advertisers or the networks.

I don't know, maybe I'm just naive when it comes to YouTube. But if you have several thousand actual engaged regular fans, there's no reason why you have to settle on two-cent ad impressions rather than constructing a business model that offers direct-to-fan support monetarily.
 
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