Joe Sugg and Casper Lee are two online influencers with a combined following of over 20 million fans across their social media platforms. Having come to the conclusion that they had learned what they could from working in front of the webcam, the two decided to launch a management company they dubbed Margravine. The goal of the new venture is to identify and develop the next generation of native digital talent.
This week we caught up with the two Social media entrepreneurs to get a deeper understanding of their new venture and the challenges that lay ahead.
You two are doing better than alright in the YouTube-sphere, why launch a management company?
We’re really excited to be launching Margravine. We have been working in the digital space for over 8 years now and we’ve loved every moment of our journey that has brought us to this opportunity. We’re now ready to draw on our experience, the challenges and the successes with IMG, to support and showcase new and emerging digital talent.
In your search for talent, what are some key things that tell you they will be a good fit?
Our aim is to have a diverse mixture of digital talent from a variety of establishes and emerging social media platforms. We’re excited to mentor, nurture and support those with a story to tell and those creators (new or existing) who need support in taking what they do to the next level.
Are you concerned that management companies like Team Ten will make it difficult for your company to pick up fresh talent? Why or why not?
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It’s great to be able to say that we’ve already secured a pipeline of new, fresh and exciting talent that we will be announcing in the next couple of weeks. The ability for us to work alongside our talent, nurture their skills and mentor them through their journey is a unique offering and we’re confident it’s a big draw to talent.
How important would you say Snapchat is to an influencer’s content strategy? And which social platform benefits influencers the most in terms of discoverability, monetization, and engagement?
We will look at each creator individually and it’s ultimately down to the creator and where their audience sits. For us, Instagram is one of the most engaging and creator-focused social platforms of the moment. The launch of IG TV has given content creators t a new way to engage audiences and create longer and more compelling content.
What are some of the biggest obstacles an emerging content creator faces and how would you advise them to react to it?
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The biggest challenge for new and existing creators is to be seen by an audience, the changing social platform algorithms make this a real obstacle. We’ve seen and experienced a number of obstacles over the last 6 months that really impact a content creators ability to get their work out there – but we’re in conversation with these social platforms to ensure the creator’s feedback is heard and to bring about a better experience for both the creator and their audiences.