Eager to capture the attention of 16- to-35-year-old beauty enthusiasts, Time Inc. has launched “The Pretty,” a new social video brand. The new brand debuted on Facebook and Instagram on June 15 with L’Oréal Paris and Maybelline New York as exclusive sponsors.
What’s notable is the all-video approach that offers how-tos, hacks, product information and entertainment, plus the plan to target both GenZ — starting at around age 16 — in addition to Millennials.
The Pretty will tap into content from Time Inc.’s existing portfolio of brands, including Hello Giggles, People, InStyle, Real Simple, Essence, PeopleStyle, and People En Espanol. Time Inc. said these brands combined have more than 50 million fans and followers on social media.
The Pretty will offer 10 new short-form videos per week, each 30 or 90 seconds in duration.
Franchises include “It Only Looks Tricky,” tutorials that make complicated beauty looks feel accessible; “DIY Beauty,” for viewers who want to make their own beauty products; “Huge on Insta,” which highlights beauty trends that are trending on Instagram; and “When You’re Obsessed With,” videos designed to resonate with the person who can’t live without a certain product.
The Pretty is Time Inc.’s second social video brand; it launched Well Done, a food brand, in March. The company plans to introduce two more social video brands before year-end.
Time Inc. will shoot video for The Pretty at its studios in New York and Los Angeles.
So what is Time Inc. looking for in terms of metrics with the new venture?
“Our expectation is that views are most important, then fans and followers,” said Zoë Ruderman, executive director of content strategy for style, entertainment & sports, and editorial lead for The Pretty. Fans and followers will use hashtags “itstheprettyvideo” and “thepretty.” Ruderman said in the first six months, Time Inc. will offer one “branded” video a week on The Pretty and two videos will have “subtle product integration.” That means only three of the 10 videos being released each week have overt sponsorship.
“Completion rates are really important, but we’re also looking at content that will be shared,” Ruderman said. As for The Pretty's audience, she said: “It’s for the woman or man who wants to get more out of his or her products and tools, this is for the person who wants to learn more.”
Separately, in recent weeks, Comcast Corp's NBC News launched “NBC Left Field,” a digital video service that will produce short documentaries and features for Alphabet Inc.'s YouTube, Facebook, and Instagram. In launching the social video service, NBC News is hoping to lure younger viewers who routinely look to YouTube and Facebook for video and television.
Left Field will have an international focus.