A major theme in media landscape is the convergence of social video and traditional TV programming. In one of the biggest testaments to this trend yet, French social video startup Brut has partnered with France Télévisions, the country’s public broadcaster, Nieman Lab reports.
The partnership injects resources into Brut and new life into France Télévisions. It aims to:
- Expand Brut’s presence overseas and its revenue potential. Brut has its sights set on the US, the most valuable ad market. The partnership will see France Télevision handle ad sales for Brut, and the broadcaster’s relationships with brands and advertisers are sure to come in handy.
- Broaden France Télévisions’ reach to a younger demography. The French public broadcaster is set to air Brut content, online and on TV, via France Info, a news channel it launched last year. This will invigorate the legacy broadcaster with fresh, millennial-centric programming.
Brut is in many ways a paradigm for contemporary digital native content upstarts. Its presence is 100% social—its own website is spare and merely links out to Brut’s social accounts. It's also 100% focused on video. It produces five to six videos a day of varying formats—short and long—and Facebook Live and explainers videos have done especially well.
Brut’s videos are primarily produced for Facebook and then publishes on Twitter, YouTube, and Dailymotion. Instagram and Snapchat get their own native content. The company only launched in November and has already grown to more to more than 257,000 likes and 114 million video views on Facebook, including 44 million users in March.
Brut is lean, nimble, and reaches a key audience. Three-quarters of Brut’s audience is between 18 and 34, many live around Paris, and 45% are women. The French market, where Brut is focused, has 31 million Facebook users. Brut’s business is built on native advertising—one of the most well-suited ad formats for social video. France Télévision now handles sales for Brut.
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