NowThis reaches roughly 80 million people monthly across its social channels, website and YouTube audience, according to Mussalli. It generates a large portion of its advertising revenue by weaving branded content and sponsorship into editorial series that run across its social platforms. One recent campaign with American Express, called “It’s My Business,” highlights a series of unique small businesses.
To account for shifting consumption patterns, NowThis plans to make two adjustments that will let it tap into ballooning influencer marketing budgets, according to Mussalli.
First, the publisher will place more emphasis on producing editorial packages with signature story arcs and packaging on Instagram, TikTok and Snapchat. Mussalli points to the franchise Can It Save the Planet? as an example of quintessential NowThis content that could benefit from more distinct branding.
The publisher also plans to center more of its franchises around specific creators and faces, according to Mussalli. On vertical video platforms like TikTok, talking-head formats have exploded in popularity, and brands have gravitated toward series with recognizable stars.
With a critical presidential election on the horizon, NowThis hopes these and other pivots will help it tap into both influencer marketing budgets and political advertising spend.
“That is our big bet,” Mussalli said, that there are “different ways to present the same style of content that you have come to expect from the brand.”
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