Big Frame has quietly launched a new vertical — the YouTube MCN’s third — focusing on fashion, beauty, and lifestyle content.
Polished describes itself as a “community of the most fashion forward trend-setters dedicated to creators in the know and an audience that wants to know more.” With that in mind, the off-YouTube network features fashion/health/beauty-centric content creators under the Big Frame umbrella. The roster includes some of the most-subscribed to Big Frame network names such as Ingrid Nilsen (missglamorazzi, 1.35+ million subscribers), Amanda Steele (MakeupbyMandy24, 333,000+ subscribers), Rachel Talbott (CheckInTheMirror, 215,000+ subscribers), Nikki Phillippi (NikkiPhillippi, 367,000+ subscribers), and Allison Marie (amarixe, 322,000+ subscribers).
Here’s a couple of tweets from some of the featured Big Frame talent on the day (June 7) the site was launched:
The site offers a mix of standalone videos as well as established “programming.” Unsurprisingly, a lot of the content is tips-oriented, but spans a wide range of topics from summer style to making the best guacamole to work-outs for lazy people.
All of the videos still live on YouTube, the site simply curates and embeds content by channels/creators and the latest videos.
As we’ve seen in recent months, this isn’t an uncommon practice among the YouTube MCNs. Building off-YouTube websites, even if they still use the YouTube player and ad platform, allow networks and content creators to open up new revenue streams and expand their business model beyond just TrueView ad sales.
In a blog post last week about his company’s relationship with YouTube (which doubled as a comment on Jason Calacanis’ now-infamous essay about YouTube), Big Frame co-founder and CEO Steve Raymond said as much: “The central theme of Jason’s post is that building a media business exclusively on YouTube is a mistake. We agree, and don’t think anyone would argue otherwise. A media company needs to have a direct relationship with advertisers and consumers, and the more revenue streams the better.”
Which indicates to us that, similar to Big Frame’s other content verticals, Wonderly and Forefront, Polished will open up other revenue streams beyond video ad sales, specifically: e-commerce/merchandising. Though unconfirmed by Big Frame as of this moment, it’s a mere formality considering the type of content Polished creators are producing and the audience they’re programming to.
We’ll update as we hear back.