![]() “Influencer content has an authenticity and realness that is difficult for publishers to recreate on their own,” Wiley said. ![]() Over 84% of the channel’s audience is under the age of 34, Muller said. While House of Highlights’ focus was historically on Instagram, the vertical created a YouTube channel in February 2020 specifically for content featuring creators. In May, House of Highlights had over 530 million views on YouTube and 408 million views on TikTok, according to Tubular Labs data. ![]() HoH Creator League content on TikTok has on average about 10% more video views than other forms of content posted to the social platform, for example.įrom April 2021 to April 2022, House of Highlights has grown its total aggregated followers across platforms by 43%, from 35 million to over 50 million followers. House of Highlights’ creator content “out-performs” its other content, Muller said. “Younger audiences get pretty much all of their news and information from social media… so it’s vital that brands shift dollars to influencer marketing in order to reach them where they are,” she added. As influencer marketing budgets grow, “brands are looking to break out of the traditional media mold,” Danielle Wiley, CEO of influencer marketing agency Sway Group, said in an email. HoH has “steadily increased” the size of its deals with advertisers on creator-led content as its audience grows, the spokesperson said, though they declined to share their average deal size. ![]() They declined to share the range of those fee payments. House of Highlights’ sales team secures advertisers for creator content and pays creators a fee for their participation in the competition events, a spokesperson said. Season four of “Highlight House” will premiere this fall. Other recent advertisers include PlayStation, which sponsored the HoH Showdown Knockout Live event and HoH Creator League live event during NBA-Allstar Weekend, and Corona, which has sponsored HoH’s episodic series “Highlight House,” where each season is focused on creators from a specific sport or group. Netflix sponsored a “Creator League” live basketball challenge tournament on YouTube to promote the premiere of the movie “Hustle.” Pizza Hut is a seven-figure sponsor for three Showdowns, including two competitions in 2021 and an upcoming dodgeball competition that will be shot live from RDC World’s DreamCon Fan Festival in Texas on July 15, Muller said. House of Highlights hosts three “Showdown” livestream competitions a year, where creators go head-to-head in sports challenges often timed around key sports events. Live content brings in the “biggest results in terms of creators’ ability to drive and move audiences,” Muller said.Īdvertisers back live, creator-led competitions While House of Highlights has worked with creators for years – such as with groups like Supreme Dreams, Through The Wire and BroadcastBoys – a lot of House of Highlights’ recent efforts have been focused on live appointment-viewing events in order to build a fandom of young sports fans around creator-led franchises. Revenue also comes from creator-led branded content separate from HoH’s own franchises, such as with advertisers like Xbox, Exxon and Corona. Brands pay to sponsor House of Highlights’ content, as well as for custom segments, product placement, brand integrations and callouts. Most of House of Highlights’ revenue driven by its creator content comes from brand deals on Instagram, TikTok and YouTube.
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