To launch 20 digital channels in 18 months may seem like a lot of work, but Kin Community is willing to put in the time to make it happen.
This morning the digital network announced the launch of three new channels with content from Jordin Sparks (singer/actress), JoJo Fletcher (“The Bachelor,” “The Bachelorette”) and Jordan Rodgers (“The Bachelorette”). The new programming is part of new digital strategy for Kin — a vision that the company has dubbed the “neighborhood,” which is comprised of an interconnected, family-friendly network of owned channels across YouTube, Facebook, Instagram TV, and Amazon.
In addition to these new channels, the network also has unveiled plans for its first competition format show: “Beauty School Knockout,” which will launch initially on Facebook Watch. With these new additions, Kin’s neighborhood reaches to five channels with the goal of another three by year’s end, and it’s not stopping there.
As it announced in May, the company plans to have a total of 20 channels in its neighborhood by November of 2019. With so much content, there is concern that this may overextend the company, especially in a climate where publishers are struggling to produce any real profit from social video and are subject to the constantly changing algorithms. However, Kin isn’t too concerned. It points to its two current channels as examples of success.
Referencing data from Nielsen, the company boasts that its anchor show “Tia Mowry’s Quick Fix” has pulled in as many as eight million views per episode and remains competitive with lifestyle shows including “Chopped,” “Property Brothers” and “Keeping Up with the Kardashians.” Meanwhile “All Things Adrienne,” featuring Adrienne Bailon Houghton, which launched three months ago, has already garnered 700K followers.
Kin’s target audience for its new “neighborhood” is what it has identified and coined as Builders. The company describes this demo as a huge and coveted untapped subset of millennials— with a core demo of 25-34 year-olds who are building their careers, families, and homes.
“We are thrilled to welcome Jordin and JoJo to the Kin neighborhood. These talented women represent different content verticals that are core to Kin’s audience of Builders. We’re seeing our neighborhood grow quickly which is good for brands, platforms, and audiences alike.”