Conde Nast has been working with YouTube creators for quite some time, but it’s latest strategy for female magazine, Allure, has structured deals with the YouTube talent in a way no other company has — exclusivity and commissioned content. Called the Allure Influencer Network, the content created by digitally native influencers, many native to YouTube, would live first and foremost on Allure.
While Conde Nast does have a significant hurdle in catching eyeballs for the volume of content it’s been delivering across the 10 editorial brands already producing video, the launch of The Scene is a step in bringing the audience to one destination, one wholistic brand.
Many would argue this is a potentially catastrophic move, while others might say that it’s the best solution they have for the volume issue and that curation is the answer.
Regardless, if Conde Nast continues to structure deals for exclusive content with YouTube talent, pairs it with syndicated content and can drive traffic to The Scene, then it may have leverage in incrementally scooping some of YouTube’s top talent for what YouTube wants most — premium programming.