Kin Community plans to launch 20 new digital channels in hopes of reaching an untapped demo it has labeled as “Builders”
Kin Community has long been a place that aims to inspire women to discover and create the life they want. With that goal in mind, over the past several months, the entertainment company has launched a slate of digital series across Facebook and YouTube that include “Pretty Delicious,” a how-to cooking series; “Homeworks” a show that teaches viewers how to create stylish and affordable home decor; and “Tia Mowry’s Quick Fix,” which features hacks that are intended help women solve life’s little dilemmas, from quick ideas for a weeknight meal, to beauty tips.
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Kin’s neighborhood model is comprised of an interconnected, family-friendly network of premium, owned and operated, lifestyle channels starring popular, mainstream personalities — not influencers. The decision to choose TV personalities over online influencers is because the former, according to Kin CEO Michael Wayne, “has mainstream appeal.”
“The combination of well-known personalities, brand-safe entertainment and massive reach and engagement across social platforms is the valuable ‘real estate’ we’ve all been looking for,” the CEO explained.
According to the company, its neighborhood model will open-up unique and highly-impactful cross-promotional advertising opportunities that are unprecedented in the digital video arena. The idea is for audiences to feel as if the personalities are neighbors who know one another, even “stop by” each other’s shows regularly, and therefore lead to better sampling and discovery of all channels.
In addition to Tia Mowry, other personalities that will be part of the “neighborhood” include Daytime Emmy talk show winner Adrienne Houghton ( who just introduced “All Things Adrienne”), Emmy award winning Derek Hough, and Nick and Vanessa Lachey.
Post-launch, Kin will continue to sign new talent and marketing partners as it expands its stable of channels. Kin’s network of video channels will be accessible across multiple social platforms including Facebook, Instagram, YouTube, and Amazon.