June 29, 2016
Time Inc. officially launched its new website, dubbed INSTANT, at VidCon 2016 in Anaheim. The mobile video platform, which does not require users to download an app, features content from Internet celebrities such as Connor Franta, Jake Paul, RudanC and Baby Ariel. INSTANT delivers video content, including live programming, and native and branded advertising. Content will also be distributed across social networks such as Facebook, Instagram and YouNow, as well as sites for Time properties including Entertainment Weekly, HelloGiggles and People.
“INSTANT delivers a native-app-like experience directly in the mobile browser at INSTANT.me, with no extra download required,” explains the press release. “Daily editions of INSTANT will feature snack-sized, share-worthy videos — called ‘Instants’ — across many digital verticals, including entertainment, beauty, fashion, food and social media.”
Kirstin Benson, former editor in chief of WhoSay, will lead INSTANT as editorial director. Degree Deodorant has signed on as the platform’s exclusive advertising partner.
INSTANT also unveiled its Launch Squad — a group of popular digital artists who will produce content for the platform and work with the editorial team on events and live programming.
The Launch Squad includes YouNow star RudanC, Vine breakout Jake Paul (also star of Disney Channel’s “Bizaardvark”), Musical.ly’s #1 artist Baby Ariel, entertainer Teala Dunn, Mia Stammer (aka MamaMiaMakeup), and the only non-human in the group — DJ Mini Matt (YouTube star iJustine’s puppy, who has developed his own following).
In addition, INSTANT is partnering with Musical.ly and YouNow to produce original programming, and plans to work with some of the HelloGiggles contributors to develop original and syndicated franchises.