It is always interesting when my Columbia University students introduce me to new products in the market that I had no idea existed. Such is the case with Now This.F
Founded in 2012, NowThis reports 2.6bn monthly views for its mix of videos across 11 subject verticals from “Politics” to “Weed” .
It consists of video formats such as real-time reporting on Twitter, mini-documentary series on Facebook Watch, and political coverage on Snapchat where it has 1.5m daily users. As you can imagine, the audience is young and younger.
Main Facebook page alone did 366 million video views on Facebook in March, down from 421 million video views in January.
NowThis reminds me of those clips of silent movies, as it is all about videos with text on them. This is how Now This describes itself:
“The latest video news, investigative reports, interviews and original series from NowThis. NowThis is the #1 video news brand in social media today.”
The logo is a bold black and yellow, sort of can’t miss it type of brand.
This is how one sees Now This on Facebook page. Focus is on video content to mobile devices and social platforms
Why NowThis succeeds
Adjusted to the current fast-paced digital environment and news videos consumption.
Easily digested from consumers who don’t have time to read. Very focused on young audience.
Adjustable for different social media platforms (different Facebook, Snapchat, Twitter and Instagram)
Variety of products exploiting the full spectrum of social media influence on different audiences: real-time reporting on Twitter, mini-documentary series on Facebook Watch, and political coverage on Snapchat
NowThis increased its production from less than 15 videos a day to around 100 and launched 10 more verticals (Politics, Sports, Food, Weed, Booze, Money, Her, Español, Entertainment, Future), each with a presence on diverse social platforms.
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TheMarioBlog post # 3011