Maker Studios, Fullscreen Strike Deal With Online Video Startup

The company has developed technology that allows online video creators to distribute their content across platforms such as YouTube, Facebook, Twitter and Instagram.

As the online video world has expanded beyond YouTube to include players such as Facebook, Twitter, Instagram and Tumblr, the online networks built around short-form videos are turning to new solutions to help them manage a piece of content across multiple platforms.

One of those solutions is Epoxy, a startup that has developed a set of tools to help creators promote a piece of video content on a range of platforms including Facebook, Twitter and Instagram. On Tuesday Epoxy announced deals with a host of multichannel networks — among them Maker Studios, Fullscreen, AwesomenessTV and Whistle Sports — to provide data and analytics that help MCNs better measure, manage and monetize cross-platform content.

"We collect a massive amount of data that is not only multiplatform, but it's at the intersection of these platforms and how they interact with each other around video," says Epoxy chief executive Juan Bruce. "You can't get that anywhere else."

Whistle, a sports-oriented online network, used Epoxy's tools during Super Bowl weekend to track growth across platforms. "We knew that an event like the Super Bowl could be a big boost in fans and followers," explains Whistle executive vp Brian Selander. "But trying to track all of that growth across all of those platforms across all of those creators is a significant challenge without something like Epoxy. We knew by Monday morning that we'd grown by over 860,000 on Instagram and 2.5 million page likes on Facebook alone."

Epoxy also helps with an important piece of the MCN business: brand deals. Bruce explains that advertisers are increasingly coming to MCNs asking for sponsorships and other brand integrations that reach beyond YouTube and also include promotion on Facebook, Instagram, Tumblr and other platforms. Using Epoxy, an MCN can pinpoint talent that have followings across those platforms and package them into a more comprehensive brand deal.

"For MCNs, it becomes not only a valuable way to package a brand deal with talent across their platforms, but also a way to execute the deal and measure it with data and analytics," Bruce says.

Epoxy launched in May last year with its suite of creator-specific tools. Bruce, who was previously the digital chief at Robert Downey Jr.'s Team Downey, says that adoption with individual YouTubers led to interest from the MCNs. The company is also working with Broadband TV, The BPM Network, DanceOn, GTChannel and INDMUSIC, among others.