Industry Roundup: How Forbes and Discover are Targeting Millennials through Content

NewsCred’s roundup of the content marketing, technology, and business stories that caught our attention this week. In addition, the company launched a series of 360 videos shot at the Forbes 30 Under 30 Summit in October. These initiatives are in line with Forbes’ strategy to reach new audiences by providing content on platforms other than its own. Mic is Launching a New Finance Channel to Give Millennials a Crash Course on Money (Adweek) Mic, the news site that targets millennials, has partnered with Discover to launch a financial channel. And for Discover, it’s an opportunity to build brand awareness with millennials. “That should serve as a wake-up call for brands to start exploring the use of authentic content in ads and marketing to build trust and create a more meaningful dialogue with their customers,” Olapic co-founder Pau Sabria told Adweek. Other interesting stats from the survey: Millennials believe that real people make branded images authentic. Now that all the major social media platforms – Facebook, Snapchat, Twitter, and Instagram – support live video, many marketers believe that 2017 will be the year the technology explodes. “Just One More Thing”: Twitter’s Metrics Error Further Dents Reputation with Ad Buyers (Digiday) Facebook has recently come under fire for misreporting metrics multiple times. Some Publishers Are Not So Sure (New York Times) In 2015, Google launched the Accelerated Mobile Pages (AMP) Project.

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NewsCred’s roundup of the content marketing, technology, and business stories that caught our attention this week.

In an effort to reach millennials and stay relevant in the rapidly changing digital landscape, Forbes launched two major initiatives.

This week, Forbes released its popular 30 Under 30 List on Snapchat. It went live a day before Forbes published the list on its own website and weeks before it’ll run in Forbes magazine. This is the first time Forbes has released one of its popular franchises on any platform other than its own.

In addition, the company launched a series of 360 videos shot at the Forbes 30 Under 30 Summit in October. Each video can be viewed on mobile, desktop, and with VR viewers. The series is meant to give viewers an immersive glimpse inside the summit and watch presentations from Jessica Alba, NFL star Martellus Bennett, and more.

These initiatives are in line with Forbes’ strategy to reach new audiences by providing content on platforms other than its own. Forbes is building a custom CMS that will allow for the creation of visually-centric articles that are meant to be tapped and swiped on mobile. These formats will also be more compatible with social platforms, including Instagram and LinkedIn.

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Mic is Launching a New Finance Channel to Give Millennials a Crash Course on Money (Adweek)

Mic, the news site that targets millennials, has partnered with Discover to launch a financial channel. The Payoff features content in various formats, including videos, interactive products, a podcast, and a newsletter, in addition to standard articles.

Mic created the channel in response to audience demand. And for Discover, it’s an opportunity to build brand awareness with millennials. However, Cory Haik, Mic’s chief strategy officer, told Adweek that though Discover will provide some financial expertise, Mic’s editorial team will create content independently.

Earned content platform Olapic recently conducted a survey to see how millennials and baby boomers feel about user-generated content – and marketers should take note of the main finding: 76% of both boomers and millennials find UGC more honest than brand content.

“That should serve as a wake-up call for brands to start exploring the use of authentic content in ads and marketing to build trust and create a more meaningful dialogue with their customers,” Olapic co-founder Pau Sabria told Adweek.

Other interesting stats from the survey:

  • Millennials believe that real people make branded images authentic.
  • 90% of boomers say Facebook is their social platform of choice.
  • 27% of shoppers are now turning to UGC over traditional ads prior to making a purchase.

Now that all the major social media platforms – Facebook, Snapchat,…

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