Who? You! Seventeen magazine plans to take over YouTube

A well-known magazine aimed at teen girls has seen an opportunity and seized it. Hearst’s Seventeen will now be partnering with Awesomeness TV (owned by DreamWorks Animation) to improve the former’s YouTube presence.

Let’s take a quick look at some other magazines’ YouTube statistics:
Lucky– 4,356 subscribers
Elle– 22,666 subscribers
Vogue– 74,945 subscribers
Teen Vogue– 100,252 subscribers
Cosmopolitan (HelloStyle)- 167,662 subscribers
Seventeen– 209, 133 subscribers

It can be seen that Seventeen’s channel has the most subscribers, with Cosmo and Teen Vogue following close behind. Teen girls are changing where they find their content. YouTube allows for a unique and relatable experience, unlike most print magazines.

Seventeen YouTube

Image courtesy of Seventeen’s YouTube Channel (screenshot)

As an avid YouTube viewer myself, I know and follow most of the “famous” YouTubers who have upwards of 500,000 subscribers (Michelle Phan, Ingrid Nilsen, Nikki Philippi, etc.). They have worked hard and made personal connections with their subscribers to keep them coming back. You would think that popular magazines would have a larger following than these ordinary people, but that is quite the contrary.

One channel in particular that seems to have a lot of support is Awesomeness TV. Boasting 37,758,514 subscribers across their network of channels, Awesomeness TV utilizes all those “famous” YouTube personalities to keep their content fresh and relevant. From DIY and beauty videos to girl talk and celebrities, Awesomeness TV covers it all.

Awesomeness TV

Image courtesy of AwesomenessTV’s YouTube channel (screenshot)

Hearst took notice of the talent and skills that Awesomeness TV had, and wanted that for their own. They have now partnered with them to improve Seventeen’s channel. They have plans for a MCN (multi-channel network), including a few ideas for user-generated content. However, Seventeen does not want to become all user-generated.

Awesomeness TV will handle all of the content, while Hearst continues to take charge of advertising pursuits. There are rumors that the new and improved channel will even include original scripted series-type shows.

“‘Our partnership with AwesomenessTV speaks to the growing importance of digital video content and Hearst’s commitment to being a key player in the creation and distribution of entertaining programming, wherever, whenever and however people want it,’ said Hearst Magazines president David Carey in a statement. ‘AwesomenessTV is a leader in this area and we are very excited to join with them to expand Seventeen across the fastest growing platform to build its ever-expanding fan base.’” 

Hearst hopes to improve their connectivity with their audience, and keep their magazine at the forefront of young girls minds. What better way to do that then to partner with someone who is already a leader in that social media platform?

So, will Seventeen’s plan to target their audience work? We’ll have to wait and find out.


Why Do Magazines NEED Social Media?


Reason #1: Everything is becoming digital.

In a decade where some kids don’t know how to use a library catalog, it’s hard to say that magazines aren’t fading away. Issue after issue, print magazines are fighting for the public’s attention. What some magazines don’t understand is that social media is just what they need to keep them alive. Social media has the potential to enhance what we read in magazines.

A recent study by the MPA and GfK MRI shows that millennials (age 18-34) are, in fact, utilizing social media to connect with their favorite publications. However, most people follow their favorite magazines on social media to try to gain something for themselves. Coupon codes, promotions, or giveaways on social media platforms are just some examples of the many ways magazines can grasp the public’s attention.

Reason #2: We live an “on-the-go” lifestyle. Print magazines are not.

I hardly ever have time to sit down and read a tangible magazine. I would probably say that the only time I will read one is when I am sitting in a doctor’s office or on a plane. So, if magazines have an online magazine presence (web address, Twitter, Facebook, Instagram, etc.) in addition to a print one, they have a greater chance of reaching their audience. Linking articles in tweets or Facebook posts is a much more user-friendly way to share content these days. This virtual sharing of information also allows content to become “viral”—something that can be seen as good or bad, depending on how you look at it.

Also, some people may not have time to read the physical magazine, but they do have time to read the magazine’s tweets or Facebook posts while they are on the go.

Twitter 3 Twitter 2 Twitter 1

There are billions and billions of Facebook “shares” and retweets of magazine content each month that contribute to the magazine industry’s success overall.  Interactivity is key on social media platforms. Plain print magazines don’t allow for much commentary and interaction…but add a comment function on a Facebook page, and BAM! suddenly people are switching out their magazine for an iPad.

Social media is more powerful than we can ever imagine, and those magazines that haven’t hopped on the bandwagon yet, should be ready to immediately.