United States
theSkimm was founded in 2012 by Carly Zakin and Danielle Weisberg, two former NBC News producers who left broadcast television to build a media brand around making news accessible to busy millennial women.
Total Followers -0.1%
1.1M
Across YouTube, Instagram, TikTok
Primary Platform
YouTube
11K followers · 1% of audience
Engagement
1.1%
vs. 1.5% category median
Sponsorship Tier
Macro
Est. $15K–$34K / IG post
Co-founders Danielle Weisberg and Carly Zakin sold theSkimm to Everyday Health Group, a Ziff Davis division. Financial terms were not disclosed; the brand had previously raised ~$29M from investors including Shonda Rhimes, Tyra Banks, and Goldman Sachs.
The partnership brought NWSL coverage across theSkimm's newsletters, Skimm Sports, and its sports podcast Well Played, targeting millennial women fans across platforms.
| Window | YouTube | TikTok | Combined | |
|---|---|---|---|---|
| Last 7 days | +0 +0.0% | -390 -0.0% | +0 +0.0% | -390 |
| Last 30 days | +0 +0.0% | -1364 -0.1% | +0 +0.0% | -1364 |
| Last 90 days | +98 +0.9% | -1656 -0.2% | +821 +0.5% | -737 |
| Last 365 days | +98 +0.9% | -1656 -0.2% | +821 +0.5% | -737 |
Daily follower snapshots from CreatorDB's longitudinal index.
theSkimm was founded in 2012 by Carly Zakin and Danielle Weisberg, two former NBC News producers who left broadcast television to build a media brand around making news accessible to busy millennial women. What began as a conversational daily email newsletter — summarizing headlines in plain, slightly irreverent language — expanded into a multi-platform company with a substantial social presence across Instagram, TikTok, and YouTube. Their signature approach translates dense news cycles and lifestyle subjects into digestible, action-oriented content, encapsulated by their consistent tagline: 'We make it easier for women to live smarter.'
On social media, theSkimm produces celebrity interviews, pop culture commentary, and personal finance content — visible in recent WNBA athlete features, money-and-friendship video series, and entertainment coverage around prestige titles like Succession and White Lotus. Their audience is overwhelmingly U.S.-based and spans a wide age range, with meaningful concentration in the 25–44 bracket. A premium rate card signals strong commercial appeal, and their cross-platform consistency makes them an attractive partner for brands targeting educated, news-engaged women. As legacy newsletter publishers push deeper into video and social, theSkimm's established brand equity and diversified footprint give them durable positioning in women's lifestyle and media.
Theskimm reaches an audience concentrated in United States primarily through YouTube, and is best activated via long-form YouTube integrations, Instagram Reels and Stories, TikTok branded content. As an education creator they map naturally to brands targeting that space. With no brand deals logged yet, they read as an available, category-aligned partner for advertisers building early presence in the space. Engagement on YouTube runs around 1.1%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of long-form YouTube integrations and Instagram Reels and Stories lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows education content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For United States-focused brands in education and related categories, Theskimm offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at Theskimm's tier (Macro, 1.1M combined followers, United States). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
theSkimm was founded by Carly Zakin and Danielle Weisberg, two former NBC News producers who launched the brand in 2012. They built it around the idea of making it easier for busy women to stay informed, starting with a daily email newsletter that translated the news into a conversational, digestible format.
Yes, theSkimm launched as a daily email newsletter in 2012, summarizing the news in a tone that felt like a smart friend catching you up over coffee. What began as a tiny subscriber list grew into a multi-platform media brand covering news, pop culture, money, and wellness — but the newsletter has remained central to the brand's identity throughout.
A Skimmbassador is a member of theSkimm's community of dedicated readers who help grow the brand by referring new subscribers and spreading the word. The program became one of theSkimm's signature early-growth strategies, turning loyal audience members into active brand advocates rather than passive readers.
Yes, theSkimm caught up with Paige Bueckers around WNBA All-Star, posting content that highlighted a side of her game their audience wasn't expecting. Women's sports, especially the WNBA, has become a consistent part of theSkimm's social content, fitting naturally alongside their mission of keeping women informed and inspired.
Yes, theSkimm posted content featuring Mindy Kaling and Avantika that included a playful moment about Thin Mints. Celebrity conversations and pop culture interviews are a regular part of theSkimm's social video output alongside their news and lifestyle coverage.
Yes, prestige TV is a clear thread in theSkimm's content strategy — they've covered Succession, The White Lotus, and Pete Davidson's Peacock series Bupkis, with content referencing cast members like J. Smith-Cameron and Edie Falco. Their pop culture angle tends to focus on shows that dominate conversation among their core audience.
theSkimm runs a recurring personal finance segment where guests tackle audience questions about money and real-life situations — recent episodes have featured comedian Jazmyn W answering questions about money and friendship. The format reflects theSkimm's broader approach of making topics like personal finance feel approachable and entertaining rather than dry or intimidating.
theSkimm's stated mission is specifically to help women live smarter, and their editorial voice and content choices clearly reflect that. In practice their audience spans a wide age range — from early twenties to 45-plus — and their reach extends well beyond the U.S., with meaningful followings in the UK and Canada as well.
theSkimm is headquartered in New York City, where Carly Zakin and Danielle Weisberg founded it in 2012 after leaving their jobs at NBC News. The vast majority of their audience is in the United States, reflecting the brand's roots as an American daily news product.
theSkimm is active across Instagram, TikTok, and YouTube, with Instagram carrying their largest social following — approaching a million followers — and TikTok showing strong engagement relative to its audience size. They also maintain the original daily email newsletter that launched the brand, making them one of the few media companies to hold an audience across both email and short-form video simultaneously.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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@theskimm · YouTube
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