People Integrates Celeb Social Posts Into New Vertical
Celebs, advertisers able to connect social with established media in real time.
Time Inc.‚Äôs People and WhoSay, a digital-only social magazine powered by the celebrities it features, have teamed to develop a new branding opportunity for stars and advertisers. Launched March 26, about 200 of WhoSay‚Äôs 1,500 celebrity members were invited to populate a new People.com vertical called ‚ÄúCelebrities Unfiltered‚ÄĚ where the stars can directly publish photos they‚Äôve taken via WhoSay to People‚Äôs website.
‚ÄúWhen WhoSay launched in 2010, we had an established editorial relationship with them because celebrities started quickly using their platform to post and manage their social media accounts,‚ÄĚ says Liz White, vice president and general manager at People Digital. ‚ÄúThe larger partnership was very much born out of that existing relationship and the fact that these two companies, People and WhoSay, are so complimentary.‚ÄĚ
WhoSay‚Äôs ties with big-name celebrities can be traced to the relationship between co-founders Steve Ellis and the Creative Arts Agency, a top-tier talent and sports agency. WhoSay‚Äôs 1,500 celebrity members combined have more than 1 billion social media connections, while the People brand reaches more than 53 million consumers weekly.
‚ÄúThere are some super contributors to WhoSay,‚ÄĚ says People Digital editor Janice Morris. ‚ÄúPeople like Nina Dobrev (actress, ‚ÄúThe Vampire Diaries‚ÄĚ) are vey popular, very active and have high followings.‚ÄĚ
Where celebs flock advertisers are sure to follow. While terms of the deal are undisclosed, White notes People has ‚Äúalready monetized this deal in a significant way.‚ÄĚ Via this venture, advertisers can concurrently associate with¬† WhoSay‚Äôs celebrity members and the authority of People‚Äôs editorial team.
‚ÄúThe idea is for the People sales and marketing team to partner with the WhoSay sales team to bring large compelling ad opportunities to our most valuable clients,‚ÄĚ White says. ‚ÄúThat‚Äôs a big part of this deal.‚ÄĚ
The prospects would likely center on red carpet events, special issues such as ‚ÄúPeople‚Äôs Sexiest Man Alive‚ÄĚ or even digital verticals such as celebrity moms or pets.
‚ÄúWe see this as a first step to bring fans a deeper experience that leverages the content and perspective of People‚Äôs editorial with WhoSay‚Äôs unfiltered flow of content to give fans a real-time perspective from the celebrities themselves,‚ÄĚ says Ellis in a statement.
This real-time aspect is critical to the current consumer market where readers want instantaneous delivery of news about their favorite celebs. This constant influx of content will also feed the editorial side of People both digitally and in print. Plus, news stories from People.com will also be integrated into WhoSay‚Äôs ‚ÄúTop Stories‚ÄĚ designation.
‚ÄúIt‚Äôs a new way to source content,‚ÄĚ explains Morris. ‚ÄúWe might be able to turn these photos that celebrities are posting on the site into larger features like stories, galleries, items on the homepage. If we find a really good photo, it could be across the site.‚ÄĚ