Kin Community is the latest digital video network to open a branded content arm, announcing the launch of Kin Studios this morning.
Kin Studios will work with brands–Beiersdorf, P&G, and Wilton have all signed content deals so far–to produce videos with Kin's roster of creators.
"They have been great to work with, and the content we've created with some of their top influencers has proven to be a great tool to increase the engagement and fan base of our core target consumers," said Carole Rissmann, vp marketing, Beiersdorf U.S.
Wilton, a cake decorating company, had previously partnered with Kin Community's Rosanna Pansino to create branded tutorials for YouTube. The deal will see Pansino create more than a dozen videos through the end of 2015.
The branded content studio will be run by vp of sales Lauren Merriam and vp of programming Beth Le Manach. Jennifer McDonnell, vp of partnerships, will also work with the studio to oversee Kin's creators.
"The launch of Kin Studios gives us the opportunity to create more powerful and authentic content for our advertisers at scale, says Le Manach. "We empower creators to do what they love, while helping brands build meaningful connections with our engaged audience."
The lifestyle-focused digital video network boasts an audience that is 78 percent female and has more than 100 million social media followers, in addition to 42 million YouTube subscribers.