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CBC Project .pdf


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CBC / Fullscreen Creator Collaboration
Why?
A study conducted by Forbes found that YouTube has the best ROI of any social media platform.
Millions of Canadians turn to YouTube influencers/video creators to discover helpful tips, find
reputable products/services, and get honest reviews.
Creator collaborations offer:



• A more authentic story than traditional endorsements
• Exact metrics on KPIs (e.g. conversation monitoring/shaping, advertising views, referral
links, traffic directing to CBC’s other properties, etc.)

Who?
Creators with the highest number of followers aren’t necessarily the best choice for collaborations.
More important, is Relevance and Engagement.
Relevance:
Is the channel’s audience one that the CBC is especially looking to reach?
Is the kind of content on the channel in line with the CBC’s immediate goals/values?
Engagement:
Does the audience actively engage with the channel’s content (e.g. do they have conversations,
follow call-to-actions, etc.)?
Is the audience loyal to the creator (e.g. do they watch every video, or promote the channel)?

Examples
Channel

Profile

Audience

Rochelle Clark

Family
Daily personal vlogs about life as a mom,
to a young, suburban family.
Funny.
Sincere.
Very Consistent - Avg. 25 videos/ month
Very Relevant content & audience

150, 000 Subscribers
Avg. 52,000 views/video
18-35 years old
Ethnically diverse
Very Engaged - 1/3 of subscribers watch
every video, a lot of conversation

The Sorry Girls

Home
Roommates create tutorial videos on DIY
home decor, and fashion.
Creative.
High production quality.
Very Consistent - Avg. 13 videos/ month
Relevant content & audience

430, 000 Subscribers
Avg. 86, 000 views per video
18-35 years old
Female professionals/ students
Engaged - 1/5 of subscribers watch
every video, a lot of conversation, share
videos

Hey Nadine

Travel
Travel advice, and POV video diary of
trips around the world.
Exciting.
Inviting.
Consistent - Avg. 7 videos/ month
Very Relevant content & audience

220,000 Subscribers
Avg. 20, 000 views/ video
24-40 years old
Male and Female
Engaged - 1/11 of subscribers watch
every video, a lot of conversation, share
videos

By Vashti Boateng


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