DMG Media, the publisher behind the Daily Mail, is going all-in on the creator economy. Since launching its creator-led social channels last October, the company has brought more than two dozen creators onto its payroll, essentially turning influencers into in-house talent. Together, they’re pumping out 10-20 videos a day—both short and long-form—covering everything from football fandom to real-life issues young people are facing in the U.K. The content is averaging between 250K and 300K views, outperforming the publisher’s more traditional channels like Daily Mail and Mail Sport. DMG is following other media brands who are building their own creator networks to better connect with younger audiences. It’s part of a bigger shift happening across media right now: publishers are realizing they need to partner with the creators young people already feel connected to in order to get attention—something YPulse has said for years! (Digiday)
👀 Read more from YPulse: Why Young Europeans Trust Online Influencers So Much
