Time Inc.'s New Brand Instant Officially Launches at VidCon
Leading Digital Artists Baby Ariel, Jake Paul, RudanC, and More Introduced at VidCon 2016 as Instant Launch Squad
NEW YORK(24 Jun 2016)
Today Time Inc. officially launched Instant, a groundbreaking new mobile video platform about and by ‘The New Famous’ – the digital artists of YouTube, Instagram, YouNow, Musical.ly, and beyond.
Designed exclusively for mobile web, with 100% video content, as well as all native and branded advertising, Instant delivers a fluid video stream allowing the audience to engage with content immediately, intuitively and without interruption. Instant delivers a native-app-like experience directly in the mobile browser at INSTANT.ME, with no extra download required. 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. Instant content will also be programmed bespoke for the social ecosystem, on Facebook, Instagram, YouNow, and more, and will also live on the sites and channels of People, Entertainment Weekly, and HelloGiggles.
It was also announced today that Degree Deodorant, the world’s first deodorant activated by movement, has signed on as Instant's exclusive advertising partner. As the exclusive sponsor, Degree Deodorant will provide native advertising content to support and generate awareness around the editorial offering.
“We’re thrilled that Instant is live and that we can finally share its vibrant, addictive experience with our audiences,” said Will Lee, Digital Editorial Director for People and Entertainment Weekly. “With an all-star editorial team led by Editorial Director Kirstin Benson, our launch squad of exceptionally talented digital artists, and a partner like Degree Deodorant, Instant is a product we are tremendously proud to reveal to the world.”
“As the market leader, Degree Deodorant is all about breakthrough innovation, so we’re excited to collaborate with Time Inc. in launching this unique and innovative platform,” said Matthew McCarthy, Senior Director of Deodorants and Men’s Grooming for Unilever. “Instant's ground-breaking approach to content curation will inspire, educate and entertain audiences here and around the world.”
Also today, at VidCon 2016 in Anaheim, Calif., Instant unveiled its “Launch Squad,” a select group of remarkable digital artists who will create original content for and be covered extensively by the platform, spread the word about INSTANT, and work with the editorial team on various events and live programming. Current Launch Squad members include Baby Ariel, musical.ly’s #1 artist, Jake Paul, Vine sensation and star of Disney Channel’s “Bizaardvark,” homegrown YouNow star RudanC, multi-platform actress/comedian/singer Teala Dunn, fashion and beauty guru Mia Stammer (aka MamaMiaMakeup), and Instant's very first “Petfluencer,” DJ Mini Matt, whose owner happens to be YouTube star iJustine. INSTANT will also be working at launch with a selection of HelloGiggles’ best and most popular contributors on original and syndicated franchises for the platform.
Instant's slate of original launch series includes:
- You Should Follow: From dancers, musicians and digital artists, this series will unearth mesmerizing social up and comers who are on the brink of becoming the new famous
- Just the Tip: Digital artists, celebs, and Instant editors provide the essential tips and tricks on how to instantly become the next big social star or digital guru.
- The Instant Mix: An expertly curated set of covers of the hottest tunes to get you up in the morning, sometimes by a surprise musical guest or DJ
- Around the World – In an Instant: Audiences will discover the best new digital artists overseas, cultural phenomenons, and global movements that are taking the web by storm
Instant is also partnering with platforms Musical.ly and YouNow to create programming where its audience spends its time. In addition to custom vids with Launch Squad member Baby Ariel, this summer Instant will promote the "Muser Monday” challenge on Musical.ly, inspiring users to participate in unique mash-ups and music video themes to become an Instant digital star. “Musers” will be featured weekly on Instant.
Instant will also partner with popular live broadcasting platform YouNow to launch a brand-new summer show fittingly titled IRL. Hosted by Launch Squad member RudanC, this weekly YouNow talk show will follow the YouNow star on tour as he breaks down the biggest happenings in the digital sphere and interviews special guests.
Join the conversation with the hashtag #INSTANT and experience Instant online @instantdotme (Twitter), @instantdotme (Instagram), @instantdotme (Snapchat), Facebook.com/instantdotme (Facebook), and @instantdotme (Musical.ly).
About Time Inc.
Time Inc. (NYSE:TIME) is one of the world's leading media companies, with a monthly global print audience of over 120 million and worldwide digital properties that attract more than 150 million visitors each month, including over 60 websites. Our influential brands include People, Sports Illustrated, InStyle, Time, Real Simple and Southern Living, as well as more than 50 diverse titles in the United Kingdom.
About Unilever United States, Inc.
Unilever is one of the world’s leading suppliers of Food, Refreshments, Home and Personal Care products with sales in more than 190 countries and reaching 2 billion consumers a day. In the United States, the portfolio includes brand icons such as: Axe, Ben & Jerry’s, Breyers, Caress, Clear Scalp & Hair Therapy, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-tips, Simple, St. Ives, Suave, Talenti Gelato & Sorbetto, TIGI, TONI&GUY Hair Meet Wardrobe, TRESemmé and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies. Unilever employs approximately 8,000 people in the United States – generating more than $8.5 billion in sales in 2015.
Founded in 2014, by creator Alex Zhu and longtime friend, Luyu Yang, musical.ly is a video social network for creating, sharing and discovering short music videos. Every day, millions of teens use musical.ly as an outlet to express themselves through singing, dancing, comedy, and lip-syncing. The app celebrates creativity with videos recorded in 15 seconds or less and shared across the musical.ly community. More than half of U.S. teens are users of musical.ly. Since first being made available in October 2014, musical.ly has hit #1 in the iOS App Store for free apps in 20 countries - including the United States.
YouNow is a live entertainment network that enables audiences and performers real time interaction. With over 100 million user sessions a month, more than 50,000 hours of new original video content created every day and a highly-engaged community of young creators, YouNow is a leading live streaming platform. Major media companies broadcasting on YouNow include Huffington Post, Buzzfeed, MTV and America’s Got Talent. The company has offices in New York and Los Angeles, YouNow is backed by Oren Zeev and VCs Venrock, Union Square Ventures and Comcast Ventures. Follow YouNow on Twitter and Instagram@younow.