By Sahil Patel
Fullscreen has launched the Fullscreen Creator Platform, a new “mission control” for the network’s roster of creators and brand and media clients to build audiences and monetize content on YouTube.
“This is the culmination of two and a half years of experience in building tools for content creators,” says George Strompolos, founder and CEO of Fullscreen. “Content creation is no longer restricted to select Hollywood studios; it’s happening all around us. Video creators are sort of their own media companies. With the Creator Platform, we are providing a mission control for them to be able to better run their media company.”
The platform comes with a suite of proprietary apps that help creators manage their YouTube presence, including:
- Scheduler: allows creators to pre-set their video publish times
- FAM: offers access to a large library of licensed music
- Gorilla: gives creators the ability to earn additional revenue by participating in sponsorship campaigns
At launch, there are 15 apps within the platform, according to Strompolos, though he leaves open the possibility of adding more apps in the future. “As we come up with new ideas for apps that enhance the value of our relationship with our creators, we will launch them in this new platform,” he says. Some might even come via partnerships with third-party platforms and services.
Other features within the Fullscreen Creator Platform include detailed financial statements on revenue earned from both sponsorships and Fullscreen ad inventory as well as the ability to connect with other creators to collaborate on content.
On the analytics front, the platform provides channel performance stats on the standard YouTube metrics like video views, new subscribers, comments, likes, and dislikes. It also tracks things like viewership patterns, traffic sources, and how actively videos are being shared across social networks like Facebook and Twitter.
As for Fullscreen’s brand and media partners, they are creators too, says Strompolos, which means giving them access to the same toolset that Fullscreen creators get to use, in addition to some exclusive “enterprise-level” options. These additional brand-centric features include the ability for brands and media companies to benchmark channel performance against competitors as well as protect their IP via Fullscreen’s content ID and asset management services.
The Fullscreen Creator Platform also enables brands and media companies to track trending content and identify the most engaging creators across two million YouTube channels (the company determines which channels to track based on level of activity). Ideally, brands and media companies will be able to use this data to plot out their own content strategies as well as potential partnerships with influencers on YouTube. For example, Strompolos said Fullscreen’s partners on the music label side will use this feature to keep an eye on developing artists that are trending on YouTube.
Fullscreen has already built a successful business out of being an intermediary between creators (who have audiences) and brands/media companies (who have money). When Fullscreen announced its Series A investment (for a reported $30 million) from The Chernin Group, Comcast Ventures, and WPP Digital, Strompolos said the money would go toward continued development of its SaaS technology as well as financing new original content initiatives. It looks like now we know where some of that money went to.
If I had to guess, the Fullscreen Creator Platform will allow the MCN to focus on new areas of interest (original content), while continuing to do what it does best, but at greater scale. Strompolos told me that Fullscreen will continue to provide hands-on support to its creators, brands, and media partners. But it’s easy to see how a platform like this will minimize the need for that.
Along with the web-based platform, Fullscreen also launched the Fullscreen Creators iOS app, which will allow its network to access channel performance data while out and about.