Get to Know First Media: Q&A with CEO Guy Oranim
Leading the pack through social media platforms, digital, video, and cable television, First Media delivers targeted content to young women and moms through their everyday go-to entertainment outlets.
First media’s platforms (Blossom, So Yummy and Blusher) have over 100+ Million total followers and garner over 1.5 Billion organic video views each month. The company’s TV division operates the leading 24/7 linear baby network BabyFirst, which is available in over 60 million homes around the globe, in 33 countries and in 13 languages.
Brand Storytelling caught up with First Media Co-Founder and CEO Guy Oranim to learn more about the transition from making content for babies to content for moms, moving from TV to Facebook, and what's in store for First Media's future:
With Blossom, So Yummy, and Blusher, you’ve found tremendous success on Facebook, but that’s not where the First Media Story begins. Can you help map First Media’s trajectory from its “BabyFirst TV” origins to winding up with one of the most viewed FB videos of all time?
Every line of business we’ve explored has been the result of incubating products from our existing brands -- our first being BabyFirst. By 2016, BabyFirst was already in 60 million U.S. homes reaching parents and children ages 0-3. It was then we noticed the moms in our community started asking us for advice. So we began testing a shift from only content curated for children to women’s content, specifically parenting-focused topics. Blossom, which is actually the most recognized character on BabyFirst, was born from that beta test and became our arts and crafts, home decor, and DIY vertical. Its videos get 39 million views, on average. Similarly, we pulled out our best food-related hacks and content to build So Yummy and to build our beauty brand, Blusher.
One of the main reasons we’re so much more successful than other TV companies is that we understood from early on that if we want this to be successful, our brand extensions have to be self-serving. So social media is not a servant to the TV network, it is its own end. Each brand is its own separate entity. Each grows separate, so we are constantly optimizing on the content, growing the team and growing the opportunities to involve brands in future videos.