marketing effect, Music is weak. The room is full. On stage in front of us, it looks like both a movie set for a Twitch show and a YouTuber’s living room. We’re actually at the Théâtre de la Madeleine. It’s this Wednesday, November 30 at 9:30am. To end the year 2022, Webedia has decided to do something big by inviting its potential customers and clients to a morning of inspiration called “The Creators Show”. For about 2 hours, it’s about TikTok, Twitch or even YouTube.
Group teams parade in front of us. Various presentations from webmedia experts punctuated by interviews with content creators and partner brands. For example, YouTuber Joyka spoke with the Coca-Cola team in video from home, discussing their collaboration based around La Joycar, a music studio envisioned in a van. A few minutes later, the Air Force comes on stage with a TikToker with whom the institute has collaborated to encourage youths to apply. Convincing speeches that aim to reassure the audience in the room. Yes, with Webedia, it is possible to build impactful concepts with popular creators who know their community. They wouldn’t say anything else…
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today morning, @WebediaFR Gave his annual lecture at the Théâtre de la Madeleine, “The Creator’s Show”. An opportunity to better understand its perspective on the impact and direction the group wants to take ⬇️ pic.twitter.com/x1YWRxNAsT — Miriam (@myriiamroche) 30 November 2022
“Powerful people want freedom”
But what is the position of Webedia concretely? For several months, there has been bad press in the sphere of influence, especially due to various controversies involving influencers. From the beginning of this meeting, Michele Benzano, the general manager of the group, spoke. She could not be clearer about the company’s ambitions. “Over the past year, we have been ramping up production to become a global producer of entertainment in both short and long formats. We have achieved leading positions on Twitch in France and internationally. Our challenge is to become an essential creator of video formats for young people, ”she says in the introduction.
Projects done in collaboration with content creators prove this. Webedia has partnered exclusively with Domingo to produce The Pop Corn Show every Tuesday evening on Twitch. An appointment that records millions of views every week. The team is also affiliated with Jamie’s company, which produces L’Epicureux. Despite these great successes, some talents decide to move on. Squeezy, McFly and Carlito or even Michou are now flying on their own. This choice is not surprising if we are to believe Michele Benzano, because desires evolve. “We are entering the economy of format. She adds, “The priority is to find a business model for our talent. Powerful people want freedom. Now they have been introduced to hybrid collaboration models.” The examples above with Domingo and Jamie show this approach working well.
Discover and support new talent
While the biggest content creators are easily identifiable, Webedia also seeks to focus its efforts on discovering emerging profiles. “The main challenge is to discover new talent,” says Raphael Demnard, general manager of the agency Sampo, belonging to the group. There is a visible desire in internal teams to develop small and large talents. On one hand, Webedia helps them market their content better and editorialize their profile. TikTok’s Ofenya took the stage to deliver a well-learned lesson on the priceless bond she has built with her community and her desire to create content à la Ellen Degeneres. Did he get this comparison alone, knowing that everything is at stake on Webedia Live?
@ofenya The best advice is here 🤫 Ask your question in com ❤️ ♬ Blondie.sha’s rise to sound and confidence – Rcd_seb
On the other hand, content creators want to come and establish themselves on multiple platforms but they need support to know how to code. “We support talent by giving them the tools they need to make sense of the platforms,” says Greg Biwalski, general manager of Webmedia Creators. “We help them in the design of their editorial line, in writing, in how they design videos, by giving them access to our studios or even by giving them access to our studios or even we help them understand how to best deliver their content, that is, when to broadcast and at what speed,” believes Matthew Renard, director of program and editorial strategy.
Webedia also wants to get creators out of digital. “Our role is to take them beyond the digital perimeter by putting them on television, on radio, on podcasts, in broadcast video-on-demand platforms, through the Webmedia Creators unit,” explains Greg Biwalski. There is no dearth of examples to say that the challenge has been met: two seasons of True Story on Amazon Prime, the second season of Celebrity Hunted with Michou and Inoxtag, or the Bilal Hasani podcast. “We want to continue to showcase that these digital talents are the talents of tomorrow on other platforms. We are confident that they will be present on all media, ”he concluded.
On the content creator side, homegrown talent is also looking to reach for the stars. It is an expression that would not only come out of the mouth of Ofenya, but also of Inoxtag. “I still want to go further”, specifies the man who has already spent 7 days on a desert island. For 2024, he is already thinking of a new concept that will require several months of preparation. But we promise to keep this surprise to ourselves…
This article was originally published on December 1, 2022