Agreement will create content targeting engaged social media communities to expand reach
Banijay Entertainment has agreed a deal in the Benelux that will tap creator-led clipping content to push its IP, Broadcast International has learned.
Clipping has become a major marketing tool for IP and the deal with ClipHub will see its 5,000 creators working with Banijay-owned IP to expand reach on social.
The agreement, struck with Banijay Benelux, aims to connect highly-engaged communities across social media platforms with formats, enabling shows to be discovered, shared and discussed online.
ClipHub, founded by Anass Hoppenbrouwer and Joshua Maseda Lamelas, already works with global streamers, linear broadcasters, athletes, fashion brands and artists to generate social traction.
Its content has generated over 200 million views over recent months.
Naique Tanate, head of Banijay Benelux’s innovation arm Banijay NXT, said: “We’re always looking at how audiences engage with entertainment beyond the screen, and as viewing habits evolve, the way people discover content does too.
“Through ClipHub, we are directing and bringing audiences closer to our shows, turning discovery into conversation and building fandoms around our brands and franchises.”
Hoppenbrouwer and Lamelas added: “Entertainment discovery is increasingly driven by authentic community engagement.
“The best content is shared, debated and recommended through trusted creators and networks, and this collaboration allows us to bring great titles into online spaces naturally. Together, we are creating opportunities for audiences to engage on the social platforms where they already spend time.”
Banijay Benelux has been experimenting broadly across digital over the past year, launching creator football club FC Failliet/ Finesse (FCF) and acquiring creator company Werktitel.
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