Epoxy Can Make Social Media Easy for MCNs, Many Major MCNs Now Agree
Epoxy, the LA-based startup that wants to make it easier for online-video creators and networks to manage their social footprint across all of the major platforms, is announcing a slew of partnerships with the biggest multi-channel networks on YouTube.
Under the deals, major MCNs, including Maker Studios, Fullscreen, AwesomenessTV, BroadbandTV, and Whistle Sports, will now use Epoxy for social channel and ad campaign management, as well as promote the service to their respective talent networks.
Launched in 2014, Epoxy helps creators distribute their videos across YouTube, Facebook, Twitter, and Instagram. More importantly, though, the startup’s dashboard also allows users to keep track of what people are saying on those platforms — even if their channel or user name isn’t directly referenced — and determine which followers they should be interacting with. The idea is that this, among other features offered by Epoxy, minimizes the time required for creators to quickly and effectively engage with fans across all of their social outlets.
Since launch, Epoxy has seen “nice adoption” among individual creators, who can subscribe to the service for less than $20 per month, according to its co-founder and CEO Juan Bruce, a former executive at Team Downey. But from the beginning, the goal for the company was to also sign up MCNs, whose businesses require an active presence across all major social platforms — because video distribution and engagement doesn’t begin and end with YouTube.
While Epoxy already had close relationships with MCNs — having shadowed many YouTubers and MCNs when developing the product — it’s the creators who paved the way for this new MCN program, says Bruce. “Naturally, these creators were part of MCNs, and they started telling their managers and talking on social media [about Epoxy], so we started getting more attention.”
The MCN version of Epoxy goes beyond the social tools offered to individuals creators, with the networks getting complete insight into “everything that’s happening on the network — and not only on YouTube, but across all of the platforms that matter,” says Epoxy co-founder and chief product officer Jason Ahmad.
This will be particularly helpful for MCNs when they’re negotiating talent-led brand deals. “Advertisers are realizing that the creators that are involved in these deals have large social footprints, and those hit the same demos they want to hit on YouTube,” says Bruce. “It’s natural for them to then ask that these other platforms be part of the deal.” With Epoxy, this becomes easy, as MCNs can execute campaigns that reach a creator’s entire social audience.
As for Epoxy’s creator business, that will also receive a boost. Per its deals with the MCNs, some networks will make Epoxy mandatory for its creators, according to the co-founders. Others will promote the service among the network. Those who do sign up through their network won’t be charged, says Bruce.
The company is backed by Upfront Ventures and Time Warner Investments, two of the leading investors in Maker Studios.Tags: AwesomenessTV, BroadbandTV, DanceOn, Epoxy, facebook, fullscreen, indmusic, instagram, maker studios, MCN, social video, twitter, Vine, Whistle Sports, YouTube Creators