Kin Community Shifts Focus From Digital Influencers to ‘Mainstream’ TV Personalities

Kin Community Shifts Focus From Digital Influencers to ‘Mainstream’ TV Personalities:

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Are TV stars — or, at any rate, people who have appeared on television — more reliable magnets for digital audiences than internet-native creators? Kin Community was founded in 2011 as a specialized YouTube multichannel network aimed at young female audiences, aggregating content from creators like Rosanna Pansino (of Nerdy Nummies), Hannah Hart (MyHarto), Jenn Im (Clothes Encounters), and Lauren Riihimaki (LaurDIY). Now the L.A.-based entertainment company is shifting gears: Kin is focused on producing its own programming geared around recognizable “mainstream” talent from TV, de-emphasizing its original mini-MCN approach. The change in strategy is based on the success Kin has found from Tia Mowry’s “Quick Fix,” which launched last fall as a weekly show offering up tips and life hacks for moms. The show from Mowry (pictured above), best known for her starring role in ’90s sitcom “Sister, Sister,” built a viewership that has outstripped many cable TV shows — and Kin CEO Michael Wayne is doubling down on the model. Kin’s new “Neighborhood” strategy, in addition Tia Mowry, includes channels from others familiar to TV viewers. The company recently launched All Things Adrienne, featuring Adrienne Houghton, former Cheetah Girl and co-host of daytime talk show “The Real” and “Showtime at the Apollo.” Additional channels are coming from Derek Hough, a six-time winner of ABC’s “Dancing with the Stars,” and couple Nick and Vanessa Lachey, who also resonate with Kin’s key female demo. “What we started to realize toward the end of last year was, digital influencers and traditional celebrities are converging — Tia Mowry is as influential as anyone in this space,” Wayne said. “The talent we’re now working with are well known online and they’re engaged online, but they have mainstream appeal. We are creating high-quality content that rivals what you see on TV.” Kin has several other channels in development with purportedly mainstream talent and plans to roll out as many as 20 over the next 18 months. Wayne said Kin will continue to work with internet creators but the focus is squarely on the company’s own content productions. “We were never in the same space as [large-scale MCNs like] Maker or Fullscreen,” he said. “We’ve never had more than 100 creators we’ve worked with.” It’s worth noting Hannah Hart recently left the Kin network and is now affiliated with Studio71. The data Kin saw from Mowry’s “Quick Fix” convinced Wayne to zero in on the approach. For example, during the week of Jan. 8-14, 2018, “Quick Fix” drew 2.1 million total unique viewers among women 18-34, per research that Kin commissioned from Nielsen. That topped unscripted cable shows including E!’s “Keeping Up with the Kardashians,” VH1’s “Love and Hip Hop,” Bravo’s “Real Housewives of Atlanta” and Food Network’s “Chopped.” Building on Mowry’s show, the Kin “Neighborhood” model will be geared around what Wayne described as premium lifestyle channels hosted by mainstream personalities. “We
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