Newness Overview and POV
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Newness is a beauty livestream platform launched by former Twitch employees, focusing on community engagement and authenticity. It has raised $3.5 million in funding and is currently in beta testing with an invite-only creator access model. The platform features a rewards system where viewers earn 'crystals' for engagement, redeemable for beauty products, and it allows both public and private live streaming for creators.
Newness Overview and POV
- 2. 2 1 B R A N D P A R T N E R S H I P W I T H T A T C H A T O D A T E $3.5MM R A I S E D I N F U N D I N G T H E D E T A I L S Dedicated to its inclusive, compassionate community Beta testing since 2020 Tune in on web only, but iOS app expected in 2021 Currently creators are added on an invite-only basis Crystals = points rewarded for engagement Both public and private streams Newness at a Glance Newness is a beauty streaming platform founded by former Twitch employees Jenny Qian and Youri Park. Like Twitch, it is a virtual community where likeminded users can get together to livestream all things beauty. It is focused on maintaining a compassionate, positive community with strict moderation to keep trolls out. Newness is a livestream-first platform that is currently only available for streamers on web, and previous livestreams are archived on the site for later viewing. For the beauty community, livestreaming means more candid interactions, no opportunities to edit or add special effects, frank off-the-cuff conversations, and an overall heightened sense of authenticity. A B O U T T H E P L AT F O R M Tatcha Launches Silk Powder on Newness – Yahoo! Newness raises 3.5 million – TechCrunch You Can Get Tatcha's Latest Product Before Anyone Else Exclusively On Newness – Nylon
- 3. Creators At present, the Newness community is small, and it still chooses which creators can livestream on an invite-only basis. When creators go live, Newness pairs them with an in-house moderator to help them feel more comfortable and to keep the content flowing. Once they’re more established, Newness works with creators to locate and elevate a moderator from their fan community to help with future streams. The creators produce a range of content, including more expert advice and product reviews to more casual “get ready with me” videos and vlogs, which are usually 45 minutes to an hour+. Creators can opt to stream from their DSLRs, if they prefer, but currently there is a dedicated streaming app for creators. In the long term, a differentiating feature for Newness is the ability for creators to host both public and private streams, with private events focused on allowing creators to host more professional and exclusive live events.
- 4. Crystals and Community Engagement Fans are awarded virtual items called crystals for positive participation and good behavior — for example, for watching your favorite stream and engaging in chat. These crystals can be redeemed for full-size beauty products, which Newness will source through brand partners. Because moderators spend more time on the platform, they’ll also earn more crystals — and that means more opportunities for products. The positive reward system has so far proven successful during beta tests, as around 66% of Newness viewers, on average, end up chatting during live streams.
- 5. Brand Partnership Example - Tatcha We had observed one brand partnership on the platform so far: On March 4th, Tatcha exclusively launched their new The Silk Powder on Newness before anywhere else. This makes the beauty brand the first to launch a product on the new platform. The launch was hosted by Tatcha's Global Director of Artistry and Education Daniel Martin, who provided early access to The Silk Powder, showed users how to apply it, and invited them to ask live questions to Martin and a panel of various makeup artists and editors, such as Raisa Flowers and Grace Anh. After the Newness launch, Tatcha's The Silk Powder will be available at Tatcha.com, Sephora and Sephora.com. “On Instagram, you have your filters, and you have your editing. On Newness, it’s very raw, and it’s very authentic, and it’s very real. You are having this intimate connection with these people in this chat, and it’s something I haven’t seen in social media in a long time,” Martin said. Source: https://www.msn.com/en-us/lifestyle/beauty/tatcha- launches-silk-powder-on-newness/ar-BB1e81e3
- 6. Opportunity for Brands Opportunities/Next steps 1. At this current time, Brands are unable to create a profile, but we recommend joining the waitlist to partner with Newness. 2. Reach out to current Influencers and ask if they know about platform, are on it or have been invited. 3. Begin cultivating relationships with creators already on the platform. 4. Brands can inquire about provide products that can be given away through user owned crystals or a giveaway during a livestream. Considerations: • It appears only hosts can share live hyperlinks, any time a community member puts a link in the chat it shares only the text link that is not clickable. • Since the platform is still in beta mode, we recommend continuing to monitor for community engagement and wholesomeness. While the platform is adamant about positivity, we did notice some cussing on the livestreams. Additionally, we noticed some technical issues during the livestreams.
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