TLC is expanding into a new area of unscripted programming with the launch of a new online hub for social media stars and video bloggers, according to TheWrap, which first reported the news earlier this week. The hub, part of TLC’s online arm TLCMe, is being positioned as a network of influencers and taste-makers, suggesting that influencer marketing campaigns aren’t far behind.
The list of social media personalities participating in the hub at launch includes Erica Domesek, a DIY, décor and entertaining vlogger, and Estee Lalonde, who has built an audience of 1.1 million for her YouTube channel devoted to beauty, style, and advice, also per TheWrap.
The new TLCMe hub also features Jess Zaino, a celebrity stylist and style producer as well as working mother, and TLCMe Now, a weekly roundup of top stories from contributing vloggers, hosted by radio personality Danni Starr.
At launch, the new channels carry pre-roll video ads, including a 30-second spot for Playstation promoting its Playstation Vue OTT service.
With marketers showing growing interest in influencer marketing, a number of traditional media companies have jumped into the space, partnering with existing networks of online influencers or creating their own.
As noted in previous posts, earlier this month The New York Times Co. announced the acquisition of HelloSociety, a digital marketing agency focused on social media influencers and mobile channels. Also this month Time Inc. and YouTube fashion network StyleHaul, which maintains a network of influencers in the beauty and fashion category, announced a multiyear partnership to create advertising programs targeting millennials. And in December Hearst Corp. joined forces with video advertising technology platform Reelio to create new, targeted networks of online influencers across a range of content and marketing categories.