By Sahil Patel
For the past two years, Fullscreen, one of the largest multi-channel networks on YouTube, has helped brands manage their YouTube presence via a “concierge service” called “Channel+.” Today, the company is making Channel+ into an official business division, which promises to provide hands-on support for brand clients to reach and engage with fans on the world’s biggest video site.
The move to turn Channel+ into a dedicated business unit is the result of brands’ desires to be on YouTube, but not really knowing how to be successful on the site, according to Fullscreen COO Ezra Cooperstein. “Brands want people who can roll up their sleeves and provide daily account management, strategy, and operations to actually win on YouTube,” he says. So while the “foundation” of Channel+ is a dashboard that allows brands to analyze viewing trends and other real-time data, he says the main selling-point is the company’s offer to essentially run its clients’ channels.
Channel+ features a team of “personal strategists” to oversee daily operations on each brand-owned YouTube channel. By signing up for the service, clients are guaranteed that these strategists will take care of things like SEO/metadata optimization and performing competitive analyses, as well as three new notable Channel+ services:
- Brand Amplifier: Tracking and identifying new Fullscreen creators for brands to partner with.
- Channel Programming: Channel+’s in-house editing team will take a brand’s existing library of clips and repurpose them into video mashups and other “YouTube friendly content.”
- Community Management: Essentially turning brands into “YouTube creators” by actively commenting, liking, and subscribing to other channels on the site.
Channel+ also includes Total ID, an asset management and copyright protection service to help brands track and monetize copyrighted content on YouTube.
During its protracted “beta” period, Fullscreen says Channel+ helped brand clients amass more than 3 billion earned views and 12 million subscribers across over 100 channels.
As its own business division, Channel+ will be available to brand clients for a monthly fee. Cooperstein declined to disclose the exact price, though he said the rate was similar to what you see with social strategy and management services for platforms like Facebook and Twitter.
Fullscreen enterprise clients include AARP, Cartoon Network, Fox Broadcasting, General Electric, NBCUniversal, and VH1, among others.