How NowThis Reaches Millennials Through Native Social Content
Huffington Post co-founder, Kenneth Lerer, and former Huffington Post CEO, Eric Hippeau, launched NowThis in September 2012. The company is headquartered in New York and takes as its strapline, ‘We bring news to your social feed’. In other words, it’s a digital native publication all about taking content to audiences online, rather than using social platforms as marketing channels to bring users back to its own pages. In December 2015 the company reportedly raised $16.2M in funding led by Axel Springer, and has subsequently set about expanding its online offering to include more focused channels.
Here, in this exclusive interview for FIPP, Athan Stephanopoulos, NowThis President, talks us through the brand strategy, the shifting digital media powerbase from publisher’s own pages to native social content, and why a firm video/mobile focus remains at the heart of the brand:
“NowThis is one of the earliest pioneers of the distributed model,” said Stephanopoulos. “That means bringing content to users where they live in the social feed and on mobile devices, and not trying to use social as a marketing tool to get them back to your website. So it’s about natively publishing content, building authentic audiences, producing platform appropriate content, and understanding that how you do something on Facebook will differ to how you do it on Snapchat. And recognizing that as you build this authentic audience there’s opportunities to meaningfully monetize that model.