Ypulse Interview: Jake Sasseville, Late Night Republic

jakesassevilleToday’s Ypulse Interview is with Jake Sasseville, 24 year-old host of “Late Night Republic.” Jake first flashed on to the Ypulse radar back in 2008 when his earlier Gen Y riff on late night programming “The Edge with Jake Sasseville” debuted on more than 40 ABC affiliates and he first started turning heads (and winning brands) with his bold personality and equally dynamic approach to product integration. Clearly, we suspected, this was a youth entrepreneur to watch…

And watch they have. Last month, Jake launched his latest late-night project in 75 markets and was profiled by Ad Age, reg. required, for winning out over Leno, Conan and the like as Procter & Gamble’s platform of choice to promote Pringles Xtreme crisps. Below, we catch up with Jake to hear more about this new venture, his winning formula and what it takes to reach Gen Y audiences today.

Ypulse: How did you first get interested in the talk show business? What lessons did you learn starting out?

Jake Sasseville: Well, I actually didn’t start in TV if I’m honest with you. I started out as a magician learning how to influence people, hopefully make them laugh and certainly get a lot of rejection. I got a lot of rejection as a magician… mainly because I used to mess up my tricks a lot. But I started in Maine at 13 years-old and I would go to restaurants and shakedown the owner to hire me for $60 an hour to do walk-around magic while their customers would wait for their food.

So, that’s how it began. And then I realized I wanted to do more than magic and have more impact, so I used that money that I made as a magician to invest in a local access TV show at 14 and 15 years old. That’s how the dream started and I wasn’t really expecting it go anywhere. As time progressed though and I became more interested in working with…

 
 

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Millennial News Feed

“The issue I am most passionate about is jobs/unemployment, because I need a job.”

—Female, 24, OH

Half of all 13-17-year-olds are on Snapchat, according to Ypulse’s most recent social media tracker—so what are they really doing on there? One BuzzFeed writer observed his 13-year-old sister to find out how to “Snapchat like the teens,” and learned that the “app is [her] life.” She wakes up every morning to respond to about 40 incoming snaps with selfies, which she can do in under a minute. Responding is crucial, streaks (responding every day without a break) are “the MOST important thing,” filters are “VERY big,” and “EVERYONE looks at Cosmo on Discover.” When asked about her dad’s reaction to her incessant snapping she answered: “Parents don’t understand. It’s about being there in the moment.” (BuzzFeed

The Tab, a student-targeted site with articles on campus life and local stories, is not ready to let go of their 2.5 million monthly readers preparing to graduate—so they’ve expanded. The Tab National is targeting for 20-somethings, and describes itself as as “the Vice for people who don’t think that Uber or pop-up markets are necessarily a bad thing.” The Tab’s top-tier U.S. and U.K. university sites have captivated advertisers, who are guaranteed that their sponsored posts will get at least 25,000 page views—more than half of brand stories on the site are getting 50,000. (Digiday

You may have heard that Twitter is reworking their timeline algorithm, but what does that mean for brands? The new layout will use an algorithm to showcase the most relevant tweets, and “collated tweets from brands, athletes, politicians and other public figures will appear at the top of the timeline” so users won’t miss any trending conversations. For brands this means well-thought out content will still be key as “[t]he algorithm will likely favor content with higher engagement.” It could also mean more exposure: “organic posts [will] have the ability to drive enormous engagement and cause a buzz.” (The Drum

According to Pew’s new data, Millennial Democrats are far more likely than older generations and their Republican peers to get their political updates through social media, with 74% who are very likely going to participate in their state’s primary or caucus saying they learned about the election through a social site, compared to 50% of Millennial Republicans. Millennial Democrats are also the most likely to identify themselves as liberal: in 2015, half (49%) labeled themselves as liberals, compared to 41% of Gen X, 40%(of Boomer, and 35% of Silent Democrats. (Pew Research Center)

Luxury menswear brand John Varavatos’s shoppable, touchable video ad powered by Cinematique prompted eight times more Facebook engagement than standard videos. Viewers can click or tap clothing like as the video plays, and at the end of the ad are shown the collection they chose, leading to product pages on the website. According to recent data, 33% of fashion video are considered mainly “brand-building,” and only 16% of brands use shoppable videos. But that could shift as more marketers adjust to consumers’ video-consumption behaviors. (WWDDigiday)

Quote of the Day: “I participated in Bikram Yoga, because I found a few YouTube tutorials on it.” –Female, 24, MN

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