Why the Verticalization of Social Video Content is Crucial to Group Nine

Why the Verticalization of Social Video Content is Crucial to Group Nine

These four brands and former brand SourceFed merged to form Group Nine Media in October 2016. Group Nine and the Art of Audience Segmentation Group Nine’s 90 unique social properties have uploaded a total of 107,000 videos to Facebook, YouTube, Instagram, and Twitter. During the month of October 2017 alone, Group Nine’s videos had more than 3.2 billion views. Instead, the media and entertainment property has created or collected 90 “special interest” destinations around different genres. The critical data above indicates that Group Nine’s strategy is working overtime for its audiences. Group Nine’s strategy also works for advertisers. For example, when we launched PC/Computing in August 1988, many brands and advertisers questioned why Ziff-Davis was publishing its third PC publication. The title of his presentation was: “One Size Doesn’t Fit All: How Data and Platform Nuances are Fundamental for Content Creation.” According to the CMO of Group Nine Media, what matters now is where audiences are spending time. At Group Nine, “we dream in video,” said Shlachter. Group Nine Media ranked #9 among all media and entertainment properties by views – globally, cross-platform, across all genres in October 2017.

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Last month, I attended the 2017 IAB Video Symposium in New York City. There were eight main stage speakers, but the one that stole the show was Adam Shlachter, the Chief Marketing Officer for Advertising & Creative Services at Group Nine Media. Yep, this is the same media and entertainment property that stole the show at the 2017 Digital Content NewFronts in May.

Who are these guys and gals? Well, Group Nine Media is a digital media holding company comprising The Dodo, NowThis, Thrillist, and Seeker. These four brands and former brand SourceFed merged to form Group Nine Media in October 2016. And video marketers in a wide variety of content genres are going to want to know a whole lot more about the company and its brands. Why? Well, check out what this start-up has accomplished so far.

Group Nine and the Art of Audience Segmentation

Group Nine’s 90 unique social properties have uploaded a total of 107,000 videos to Facebook, YouTube, Instagram, and Twitter. These videos have a total of almost 68.9 billion (with a “b”) views. During the month of October 2017 alone, Group Nine’s videos had more than 3.2 billion views.

Now, 1.2 billion of these views in October were on The Dodo, which was launched in January 2014 and crafts “emotional and entertaining stories about animals.” Another 607 million views that month were on NowThis, which was launched in September 2012 and “creates news content for the social, mobile generation by informing its audience about what’s happening and important in the world right now.” In addition, 389 million views were on NowThis Politics, 184 million views were on NowThis Entertainment, 155 million views were on NowThis Future, 149 million viewers were on Thrillist, 89.7 million views were on NowThis Her, 86.7 million views were on Dodo Impact, 46.6 million views were on Seeker, and 35.9 million views were on Philip DeFranco. The DoDo’s most watched video in October 2017 was this heartbreaking (but ultimately feel good) video, which was posted to its Facebook Page on the 30th of the month. To date, it has generated a staggering 90M views (59M in the first 7 days), and a hugely impressive 1.3M shares.

Have you spotted the pattern yet? In case it isn’t obvious, Group Nine hasn’t created a small handful of “general interest” destinations around each of its brands. Instead, the media and entertainment property has created or collected 90 “special interest” destinations around different genres. That’s right, they aren’t fragmenting their brands; they’re segmenting them.

The critical data above indicates that Group Nine’s strategy is working overtime for its audiences….

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