Gayle Gilman is the co-founder and CEO of Ripple Entertainment, a digital media company with the goal of building global media brands that speak directly to the interests of niche communities. Before her time at Ripple, Gilman served as the EVP and General Manager at Tiny Riot Studio, a division of Free Mantle Media.
Recently, Gilman helped Ripple Entertainment expand its SNARLED brand from a standalone content channel to an all-encompassing network geared towards a female Gen Z audience. In this week’s “5 Questions,” Gilman touches on some of the biggest challenges in expanding SNARLED, and her strategy behind grabbing and retaining an audiences attention.
VideoInk: There’s a lot of competition for the hottest commodity — attention — what are you doing with Ripple’s brands and entertainment strategy to grab and retain audience attention?
Gayle Gilman: At SNARLED we are creator and audience driven, which allows us to explore and create content for progressive GenZ females that’s more provocative and meaty, which is what the SNARLED community essentially demands of us. We are able to cover topics like race, relationships, style, beauty, video gaming, gender, politics and everything in between, all through the lens of SNARLED, SNARLED creators and the SNARLED audience.
What has been the biggest challenge in expanding SNARLED from a standalone content channel to an all-encompassing network?
For SNARLED, growth has not been the challenge; expanding into SLAYTRIX, HissyFit, Colorburn, Saucy and Skinny Dip was (&will be) a natural progression as those verticals were dictated by the interests and demands of our audience and the creativity of SNARLED talent. We know our audience really well, so when it came time to expand, identifying fashion and beauty, gaming, and in the future topics such as food, horror, and arts and culture as the verticals that we’d focus one was seamless. Our biggest challenge has been keeping up with the pace of our growth and publishing content at such a rapid speed and volume that maintains the integrity of the SNARLED brand.
What has been the biggest lesson learned in creating a network targeted at Gen-z?
Understanding and celebrating that this is a multi-dimensional group of young females! Their interests are constantly changing and it’s extremely important to know and relate to those interests in a genuine way so that SNARLED stays relevant. GenZ women have a unique point of view of the world. But no matter what we talk about, we strive to be inclusive, while retaining a sense of humor whenever possible.
We’ve seen a lot of the publishers in video heavily embrace SnapChat, how are you approaching emerging platforms and working with your talent to help them grow audience in those places?
Our business model is focused on growing SNARLED as a brand across platforms where our audience engages. We are active on social media channels where discovery and new trends are at the forefront. For content we focused on video, and in terms of scale, for us that’s YouTube and some OTT platforms and partnerships with other digital content companies. When it comes to discovery, for some companies in the space it’s SnapChat, but for SNARLED it’s Instagram.
5. What has been the growth area for Ripple?
We are growing two key areas at once: video content and audience. We’re building the SNARLED brand by investing in our own original content, series, and shows with the creator community. We are building a strong brand, across YT and now other platforms, that offers a distinct content proposition. And it’s all from the ground up.