Jellysmack, a creator startup, was recently hit with a wave of layoffs due to the rise of short-form video apps like TikTok, which has disrupted the creator-advertising ecosystem that was initially built around YouTube and Facebook. In an email to employees, Jellysmack President Sean Atkins said the rise of short-form video has compelled the company to change its strategy and focus on tech like AI editing.
To adjust to the changing times, Jellysmack has pivoted to offering a variety of services to creators, including funding, content-creation tools, and distribution strategies. It has also partnered with over 300 top creators across TikTok, YouTube Shorts, and Reels to optimize short-form content and focus on technologies that can speed up content production.
In addition, Jellysmack has made several investments and acquisitions in recent months to add more diversity to its business, such as the AI video-editing platform Kamua and YouTube data-analytics tool Authentic Media Ascension. The company has also invested in the creator-monetization platform Fourthwall and set aside $500 million to buy rights to older YouTube videos for future ad earnings.
Despite the restructuring, Jellysmack has committed to supporting affected employees through their transition. The company is looking to not only help creators monetize their content but also assist them in creating, distributing, and promoting content.
Sean Atkins is the president of Jellysmack who has experience in executive roles at such companies as Ancestry.com, Glympse, and the Weather Channel. Prior to his role at Jellysmack, Atkins ran mobile advertising operations for the Weather Channel, leveraging analytics to identify opportunities. With an expertise in digital advertising, product management, and strategy, Atkins is now helping Jellysmack navigate the ever-changing digital media industry.
