Jellysmack
As Jellysmack’s Director of Programming, I assumed responsibility for managing 100 shows and overseeing the publication of 19 videos per day sourced from 11 different countries worldwide. These productions featured renowned creators such as Mr. Beast, Brad Mond, and Reaction Time, spanning diverse genres including True Crime, Casual, Food, Fashion, Beauty, and Sports. Below, I present some highlights from my tenure at the premier creator agency globally.
Optimizing Existing Shows
A major overhaul was due for existing shows. By implementing new initiatives such as reimagining custom tile images, innovative in-episode graphics, “next week” teases, a new focus on YouTube shorts, and a push for full creative control, we saw shows catapult from the middle of the pack to the top 10% of Jellysmack’s deep portfolio.
Mr. Beast
27% increase in monthly views
Hellthy Junkfood
43% increase in unique viewers per episode
Kendall Rae
44% increase in subscribers per episode
Mr. Ballen
370% increase in daily unique viewers
Creator Spotlight: Mr. Beast
Programming the world’s #1 creator was a dream come true, but wasn’t without challenges. While Mr. Beast released one episode a month, my team was responsible for publishing eight episodes a month! Through analytics, we found new ways to frame episodes, leading to a surge in Mr. Beast’s monthly viewership by 27%.
Facebook Reframe: “Tossing Mentos Into A Massive Coke” and “I Had To Shave My Head Thanks to Gordon Ramsay”
Original Video: “I Built Willy Wonka’s Chocolate Factory
Creator Originals
During my time at Jellysmack, I launched a first-of-its-kind creator originals program. Instead of relying on creators to make the right content, we decided to go ahead and make our creators.
The six-month development process was a huge success. Two new owned and operated creators were launched in 2023: “Drip or Drab” and “Rap Lore.”
Rap Lore is now one of Jellysmack’s top 10 most profitable shows and Drip or Drab is quickly amassing subscribers.
Creator Spotlight: Hopescope
In April 2022, we pitched and launched Hopescope on vertical platforms. Her pilot drew over one million unique viewers, and within a month she moved into Jellysmack’s top five most profitable creators.
But we didn’t stop there. To duplicate her success, my team and I embarked on a new initiative to not only find fashion creators that followed a similar format of “react, test, and review,” but also to apply that format to our creators.
The plan paid off. Six months later we launched two new fashion shows and even developed our own fashion brand.
Fashion darlings Annalise Wood, Naomi Jon, and Mia Maples were sourced and launched with similar success.
Sports Programming
How do you break into an oversaturated sports market dominated by ESPN and WaveTV? Re-frame your programming. By shifting focus to pop culture and human stories surrounding sports, we were able to not only successfully launch multiple new shows but also increase our unique viewers by over 200%.
“House of Bounce” #2 Online Basketball Community
“Oh My Goal” 60 Million Total Followers
“Buzzer Beater” 70% Users Under 24
Creator Spotlight: Francis Ngannou
Ultimate Fighting Championship's Heavyweight Champion Francis Ngannou, the "Baddest Man on the Planet'' and hardest recorded puncher in the world, became the first partner to join Jellysmack's new Marquee Program. In the program, we helped the legendary Cameroonian mixed martial arts fighter to create, edit, and distribute original video content across his YouTube, Facebook, Snapchat, and more.
Francis has tremendous untapped potential, and while he was a household name for UFC fans, we wanted to showcase his infectious personality to a new audience. By framing Francis as a “real-life superhero,” we were able to increase his subscribers by over 120% and unique viewers by 180% in the first month.
TikTok to Snapchat
In mid-2022, I helped lead a new initiative to turn TikTok creators into long-form Snapchat shows.
In April 2022 Jellysmack had zero TikTok creators on Snapchat. By the end of 2022, that number reached over 20.
From left to right: Junya, Wasil Daoud, SpiccyCam, itsmenickysmithy.
