Next in Media: What Happens When You Build a Media Company on TikTok, and it Goes Away?

Release Date: January 16, 2025
Host: Mike Shields
Guest: Saul Batesh, Co-founder and CEO of Fallen Media

In this episode of Next in Media, host Mike Shields engages in a comprehensive discussion with Saul Batesh, the visionary behind Fallen Media—a leading studio specializing in short-form content across platforms like TikTok, Instagram Reels, and YouTube Shorts. The conversation delves into the intricacies of building a media company reliant on rapidly evolving social platforms, particularly the uncertainties surrounding TikTok’s future.

1. Introduction to Fallen Media

Saul Batesh provides an overview of Fallen Media, highlighting its position as one of the largest short-form studios globally. With a focus on creating original series tailored for swipeable platforms, the company garners nearly a billion views annually. Saul shares the company's genesis, emphasizing early adoption of social media platforms transitioning into media hubs.

Saul Batesh [01:39]:
"We create really popular original series for all the short form swipable platforms... started the company with a 15-year-old kid who I met from a Taylor Lorenz article in the New York Times."

2. Specialization in Short Form Content

Mike Shields probes into why Fallen Media opts for a specialized approach in short-form content rather than a broader digital video strategy. Saul affirms the necessity of this focus, drawing parallels to traditional media's storytelling constraints.

Saul Batesh [03:43]:
"It's not cut from an hour episode. It's literally beginning, middle, end in 90 seconds."

3. Breaking Through: "What's Poppin With Davis?"

One of Fallen Media’s flagship projects, "What's Poppin With Davis?", serves as a case study for successful short-form content. Saul recounts the show's development, initial struggles, and eventual viral success, underlining the importance of persistence and adaptation.

Saul Batesh [04:03]:
"We approached him and said hey, we have this great idea for this really young, vibrant man on the street show... first couple of weeks, no views at all... finally we got our first viral video."

4. Evolution of Business Model and Brand Partnerships

Initially uncertain about monetization, Fallen Media experienced a paradigm shift upon securing their first brand deal with G Fuel. Saul narrates how subsequent partnerships with giants like Adidas, Expedia, and Shopify transformed their business model, enabling them to offer high-quality, IP-driven content for brands.

Saul Batesh [06:34]:
"Over the next six months it was like the doors flew open... brands like Adidas and Expedia and Shopify are dying to do videos on this show that we built from scratch."

5. Working With Brands: Strategy and Challenges

The dialogue explores Fallen Media’s strategic approach to brand collaborations, emphasizing creative autonomy and long-term partnerships over traditional influencer marketing. Saul illustrates this with the Westin mattress campaign, where innovative content creation led to millions of organic views.

Saul Batesh [07:47]:
"We built a king size bed and put it in Central Park... the content just did a couple million views, organic."

6. State of Brands in the Creator Universe

Saul assesses the current landscape of brand engagement in the creator economy, noting that while brands recognize the value of influencer partnerships, many are still navigating the best practices. He advocates for a human-centric approach over exhaustive brand guidelines.

Saul Batesh [14:20]:
"Forget about you being the head of marketing at a giant conglomerate... just look at it as a human and say, is this something I want to be a part of?"

7. Navigating the Uncertainty of TikTok's Future

Addressing the precarious position of TikTok amid potential regulatory changes, Saul discusses Fallen Media’s contingency strategies. This includes diversifying content across Instagram Reels and YouTube Shorts, ensuring resilience against platform-specific downturns.

Saul Batesh [19:47]:
"We're focused on making great content and whatever platforms that those live on... we're a studio. So wherever we can put our stuff, where it gets the views, we're in."

8. Future Plans and Broader Industry Implications

Looking ahead, Saul envisions expansion into longer-form content and potential collaborations with traditional TV studios to bridge the gap between new media and conventional broadcasting. He underscores the dynamic nature of the media landscape and Fallen Media’s commitment to innovation.

Saul Batesh [22:39]:
"If that's successful, sit down and talk to sort of TV studios... how do you bridge that gap."

9. Conclusion

Mike Shields and Saul Batesh conclude the episode by reflecting on the rapid evolution of content consumption and the importance of adaptability in the media industry. Saul remains optimistic about Fallen Media’s trajectory, emphasizing the company’s flexible and forward-thinking approach.

Saul Batesh [24:14]:
"We'll continue. 100%."

Notable Quotes

• Saul Batesh [03:43]:
  "It's not cut from an hour episode. It's literally beginning, middle, end in 90 seconds."

• Saul Batesh [06:34]:
  "Brands like Adidas and Expedia and Shopify are dying to do videos on this show that we built from scratch."

• Saul Batesh [14:20]:
  "Just look at it as a human and say, is this something I want to be a part of?"

• Saul Batesh [19:47]:
  "We're a studio. So wherever we can put our stuff, where it gets the views, we're in."

• Saul Batesh [22:39]:
  "How do you bridge that gap."

Insights and Takeaways

1. Specialization Pays Off: Focusing on short-form content allowed Fallen Media to master the nuances of platforms like TikTok and Instagram Reels, fostering significant viewership and brand interest.

2. Adaptability is Crucial: In an ever-changing digital landscape, diversifying platform presence ensures sustainability despite potential disruptions on any single platform.

3. Brand Relationships Thrive on Creativity: Offering unique, high-quality content propositions distinguishes Fallen Media from traditional influencer models, attracting major brands seeking meaningful engagement.

4. Future-Proofing Through Innovation: Exploring longer-form content and potential TV collaborations positions Fallen Media to remain relevant as media consumption habits continue to evolve.

5. Human-Centric Marketing: Simplifying brand partnerships by focusing on human connections rather than rigid marketing frameworks enhances authenticity and effectiveness in creator collaborations.

This episode serves as a valuable guide for media entrepreneurs navigating the volatile terrain of social platforms, emphasizing the importance of specialization, creative autonomy, and strategic diversification to build a resilient and thriving media company.