What We Made This Year: Product Update

Holy road map, Batman! If you’re familiar with Paladin, you know that early versions of our software were developed when YouTube was still an adolescent platform and when it was practically the only online venue for video creators. So much has changed since that time. For us 2017 was Paladin’s coming-out party, when we consolidated our tech solutions into a single platform and introduced a collection of features leading up to the launch of our brand campaign management solution.

One User, Multiple Social Media Accounts

If there was a theme to our tech development this year, it was a response to the increasingly multi-platform nature of our space. When the year started, you could sign in to Paladin (or apply to join a network using a Paladin dashboard) with YouTube but not including accounts from other platforms. But early in the year, we created One User Profiles. It’s a capability that enables creators to join or log in using multiple accounts, with platforms including Facebook, Twitter, Instagram, and Snapchat. In turn, our software now aggregates and tracks the presence and performance of creator accounts across these platforms. Treating each creator as a single user with multiple accounts and data points has, by design, enabled new features that are advantageous for creators, networks, and brands.

Single Platform

Paladin was initially developed as three separate product suites: one each for network management, digital rights management, and talent discovery. Each had a slightly different user interface and required a separate login from customers who used more than one of these products.

Establishing Paladin as a single platform became a major goal in the evolution of our product. We achieved it in May, meaning our customers need to sign in only once to use multiple Paladin tools. Developing single-platform Paladin meant streamlining the design of each solution, and having a unified homepage from which our customers could easily jump from tool to tool. This change wasn’t only about ease of use. It was about a shift in mindset and organization, the idea that all the account and performance information Paladin collects on creators, individual network data (which is private to each network, of course), and more become a cohesive whole for comprehensive insights and tools that talk to one another.

(Here’s a related fun fact: Paladin actually has the largest private data trove of its kind, tracking over 20 billion views per month.)

Monetization & Payments

Payments were as much of a priority this year as they always are for us (hint: we like to say we’re a leader in creator payments). In particular, we added an Asset Manager tool to help assign and pay out YouTube revenue where no Asset Channel ID is available in YouTube’s reports, and we enabled support for automating YouTube Red Music payouts. The latter automatically calculates payment rates by country, eliminating hassle so our customers don’t have to manually do the math by region.

We also incorporated support for new revenue streams, YouTube’s Super Chat and Sponsorships features (now commonly used by esports and gaming creators) that fall within the YouTube Paid Features Report. This update makes it easy to handle the unique revenue arrangements that networks may have with specific creators for Super Chat and related features. To eliminate other manual headaches, we also added the ability to enter different revenue shares for videos on a partner’s own channel versus videos claimed on their behalf.

Staying one step ahead of new and revised payments reports is what we do.

Campaigns

Our biggest new solution of the year was our Social Campaign Management tool for managing brand campaigns across platforms including YouTube, Facebook, and Instagram.

Campaigns allows sales teams to easily find creators that align with the brand or agency being pitched, and to share beautiful, auto-generated RFP responses that are constantly updating with creators’ latest data.

Further, once a campaign has been sold, our customers can automatically track posts across each creator’s social media accounts. They can also aggregate data into automatically updated and shareable reports so third parties (usually brands) are always on the same page.

The bottom line is that Campaigns makes it way easier to package and pitch talent for brand campaigns, and to monitor campaign performance in real time.

Campaigns functionality continues to grow, and we’ll have exciting news to share on that front soon.

Data Insights

Having reliable data on individual talent, and aggregated across your network overall, is more complex and crucial than ever. We saw our clients struggling to aggregate data from multiple YouTube CMS accounts, as well as individual social accounts for each creator, so we dove into creating a solution.

With our Data Insights tool (now in beta), we leverage the power of the Paladin data warehouse to show a high-level snapshot of metrics such as views, followers, and more per platform across your network, as well as detailed analytics per creator so talent managers can audit performance and help creators grow with ease.

As our industry matures, having access to smartly organized business intelligence becomes increasingly mission-critical. It’s a way of making more informed decisions about creator roster and content creation choices, and even of determining the value and direction of your network.

Stay tuned for more about Data Insights in 2018. Finally, last but most important:

The People

This is not part of the platform, but we wouldn’t have the platform without these folks! We have two incredible teams of developers (one in Krakow, Poland; the other in Ho Chi Minh City, Vietnam) whose discipline, talent, and productivity made our big year possible. We were also fortunate to have experienced team members branch out from their usual roles at Paladin and use their insight to inform our products. Our Head of Design project managed the development of the Campaigns tool, and a longtime Accounts Manager applied her knowledge of customer needs to our Creator Relationship Management dev team – ensuring that our network and creator dashboards continually evolve in response to client pain points.


If you’d like to learn more about any of the projects we described here, email us at [email protected]

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Influencer Marketing Just Got Smarter: Paladin Unveils Software To Simplify Social Campaign Management

Paladin adds a robust social media campaign tool to its productivity platform for influencer networks and digital media companies.

Los Angeles, November 29, 2017 – Paladin, a management platform for new media companies and social influencer networks, today launched its social campaign management solution, called Campaigns. The feature makes influencer marketing campaigns more strategic, efficient, and results-driven, helping digital media professionals to find and package talent, share information with clients using a customized dashboard, monitor campaign progress, and visualize cross-platform performance.

Managing influencer marketing campaigns is no easy task. Staff of talent agencies and new media companies must source suitable, brand-safe talent. They need to monitor the implementation of the campaign, not to mention track progress across platforms with reliable metrics. Paladin empowers digital media professionals to streamline the entire workflow.

“In an age of ad blockers and decreasing effectiveness of interruptive advertising, influencer marketing offers a more authentic way to engage an audience,” said James Creech, Co-Founder and CEO of Paladin. “Digital media companies need workflow tools to manage influencer campaigns successfully.”

Campaigns enables users to browse influencer profiles, complete with multi-platform viewership, engagement, and audience demographic data. Users can view an influencer’s recent posts and performance, package talent into curated lists for RFP responses and client review, and follow campaign progress in real time on their dashboard.

Campaigns also delivers comprehensive, exportable wrap-up reporting with aggregated post data across YouTube, Facebook, Instagram, and Twitter – including views, engagement, watch time, and audience demographics.

The Paladin platform, which is built on the largest authenticated social video data footprint of its kind, processes more than 35 billion social video views per month and counts among its customers Fullscreen, Studio71, ESL, and AwesomenessTV, among many others.

“Those developing integrated marketing campaigns need time to develop creative ideas and cultivate talent relationships, rather than using their energy to update pitch decks or campaign progress reports,” said Creech. “Paladin solves this problem by providing a central location for everyone to review talent that’s been pitched, view campaign creative, and have a deep understanding of audience consumption.”

About Paladin

Paladin is mission control for social video. Trusted by media companies in 25+ countries across five continents, the Paladin platform streamlines creator management, payments, data insights, and influencer campaigns on YouTube, Facebook, Instagram, and Twitter. Paladin operates globally, with offices in the U.S. (Los Angeles, California), Europe (Kraków, Poland), and Asia (Ho Chi Minh City, Vietnam).


If you’d like to try Campaigns, please get in touch.

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