Fairfax’s Allure launches social media video site

Kin Community Australia Logo

Fairfax Media’s Allure Media has partnered with female lifestyle brand Kin Community to launch a local version of the site, kincommunity.com.au

Kin Community is a content brand and creator community that focuses on short-form video distributed predominately via social media. The brand covers food, home and DIY categories.

Allure Media, a digital-centric business that publishes Business Insider Australia, participated in a recent funding round aimed at accelerating the global growth of Kin Community.

Allure Media will become Kin Community’s exclusive media representative in Australia and New Zealand and expects to launch Kin Community Australia in September.

Kin Community has engaged local content creators, including YouTube stars Ann Rearson of ‘How to Cook That’ and Andy and Sonia of ‘AndymetSonia’ to support the Australian launch and add to Kin’s global network of more than 120 leading lifestyle content creators.

Allure Media CEO Jason Scott said Kin Community Australia would “foster and support new relationships with leading lifestyle content creators and bring world-class brand content and marketing solutions to leading local advertisers”.

“The expansion of the global Kin phenomenon into Australia represents a significant opportunity for the considerable depth of talented content creators who are quickly gaining popularity,” Mr Scott said.

“Kin Community Australia will be a powerful new way for advertisers and brands to reach these deeply-engaged consumers.”

Kin Community co-founder and CEO Michael Wayne said the expansion into Australia is a “critical step in furthering our mission to inspire and inform this generation through our extraordinary content and creator community”.

Internationally, Kin Community has more than 170 million social followers and attracts 600 million video views a month.

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