Today in Social

It’s kind of quiet on the social media news front today, so I’ll point to this deal between Demand Media and L’Oreal USA. The beauty company is commissioning advertorial content from Demand, who will use it to populate its own beauty sites and channels and create a YouTube channel for L’Oreal. Reportedly, L’Oreal had a bake-off among 10 possible producers, and Demand won. This kind of content works perfectly well in the fashion and beauty category, and is part of a concentrated effort by Demand to raise its content “quality” – and ad rates – in the face of Google’s search algorithm changes. This will add costs to Demand’s business model, but getting a sponsor to help foot the bill is creative, to say the least.