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Magnet’s Danielle Johnsen Karr explains why Team Whistle’s social content agency is not a branded content studio


In February, digital video writer Staff Whistle unveiled Magnet. The Eleven-owned media firm billed Magnet as a social content material company quite than the extra typical branded content material studio label that publishers have opted for up to now.

Within the newest episode of the Digiday Podcast, Magnet lead Danielle Johnsen Karr defined that the corporate felt the studio label might constrain the roughly 35-person company’s potential consumer base. 

Magnet gives lots of the identical providers as the standard writer branded content material studio, comparable to short-form video manufacturing and enhancing down purchasers’ long-form content material, Johnsen Karr acknowledged. However the social content material company additionally gives influencer advertising and channel administration providers and is seeking to safe longer-term relationships with advertisers that reach past the scope of a given marketing campaign.

“We felt like if we landed in that studio area, whereas we do all have these choices, it would simply kind of restrict us in the place we have been going to succeed in some potential purchasers, particularly once we needed to get into these longer-term remits with sure alternatives,” stated Johnsen Karr.

If Magnet doesn’t style itself a branded content material studio and describes itself as a social content material company, does that put it within the realm of conventional artistic businesses? That designation would match Johnsen Karr’s background, having come from the company world and labored for businesses together with McCann NY, Deutsch NY and 360i. 

“Good query. We’re in all probability not seeing ourselves as your typical artistic company. We do supply lots of the providers. What we don’t wish to be doing is extra of that day-to-day administration,” Johnsen Karr stated.

Social content material company it’s.

How Magnet is organized

Proper now formally solely on the company aspect, we’ve about 35 folks. It’s a combination of account of us, artistic of us, technique of us. After which we’ve some shared sources. A few of that measurement piece is a shared useful resource. Technically, they’re on the company aspect, however they’re a shared group useful resource.

Manufacturing as a shared useful resource

Our manufacturing crew is extra of a shared useful resource. We’ve graphic designers, post-production sources. We use them in a really related style. Numerous our kickoffs have a holistic crew the place we deliver within the administrators, manufacturing, post-production and all of that’s taking place on the similar time. If we’re making a video sequence or video content material that’s deemed with a a lot larger degree of manufacturing, we’ll herald these of us.

The manufacturing alternative

We’ve labored with [brands’] in-house groups who’ve the artistic. They’ve their strategic thinkers. There’s fairly well-built social groups. And what they’re lacking is a few of that extra manufacturing experience. For us, we’ve that chance as a result of we’ve that publishing aspect the place we’re getting all of those fascinating insights every day that we’re capable of then repackage and repurpose for potential purchasers. But additionally that has helped us shift over time the content material we’re creating for manufacturers and for purchasers.

The channel administration alternative

I don’t suppose we’re strolling in with an [Agency of Record] method the place we might handle soup to nuts your whole social channels. However we do really feel like there are specific social channels, nearly leisure channels at this level like YouTube and TikTok, that actually are in all probability not getting managed in the fitting method for lots of manufacturers. That’s an space for us the place there’s development. With simply our great amount of experience in that area and admittedly the missing we’ve seen in another deliverables in that area, that gives us with much more alternative.



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