With Michael Vito Valentino at the helm, the outlet is on its way to becoming the leading destination for Gen Z content.
NowThis, a progressive news brand that built a loyal following among Millennials through its snacky, socially-driven videos, is entering its next era with Gen Z at its heart.
The news startup is building a dedicated in-house studio to produce digital content for its 74 million followers across its platforms. This change, according to newly appointed editor-in-chief Michael Vito Valentino, is rooted in the economic and cultural power of this youth. generation.
“Gen Z is leading the creator economy and is on track to be one of the highest consumer spending groups by 2030,” he told The Drum. This change comes at a time when media consumption is evolving, and Valentino believes NowThis is well-positioned to grow.
Valentino, known for launching viral series on Fallen Media and MTV whose content has garnered more than 5 billion views, is leading the way with NowThis. He brings a vision honed in short-form, social-first media, positioning NowThis for Gen Z’s tastes for fast, impactful content.
“We create shows for younger audiences because their social graphs are denser and the network effects of those social areas create virality,” he explains. . NowThis will focus on original content, from pop culture to issue-driven stories that align with the values of Gen Z viewers.
To stay ahead of trends, Valentino created the NowThis Advisory Board. This is a group of Gen Z entrepreneurs and innovators that includes Forbes’ 30 Under 30 actor and producer Aliya Chanel Scott and GEN-ZiNE founder Anushka Joshi. The collective will provide creative and strategic guidance to help NowThis maintain cultural relevance while developing new content formats.
Under Valentino’s leadership, NowThis is already seeing results. New series such as ‘Now This Is…’ and ‘Are You Okay?’ are attracting hundreds of thousands of views, demonstrating strong interest in the revamped programming.
Valentino points out that the success of these shows is due to the team’s social media savvy. “The internet moves fast, and if you don’t pay attention, your audience won’t either,” he says. “Everyone at NowThis has embarrassingly high watch times, but that’s the business.”
For Valentino, speed is also a key differentiator. Unlike traditional TV studios, NowThis “moves at the speed of digital,” he explains. “We can distribute these shows around the world in the time it takes to respond to an email.”
Valentino said the ability to respond quickly to trends is key to keeping audiences engaged in a fast-paced media environment.
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He also sees an opportunity to redefine television for Gen Z, describing it as “more of an idea than a physical thing” in today’s media ecosystem. Valentino believes short-form, vertical videos created for social media are the future of television, and NowThis is positioned to lead the charge. “We want to be able to conceptualize, shoot, and test in weeks instead of months,” he says, allowing brands to be the first to market with new content concepts. Masu.
As part of the rebrand, NowThis continues to produce its signature socially conscious content through NowThis Impact, while expanding its entertainment offering.
Valentino explains that this allows the different areas of the brand to be defined. “While NowThis allows our viewers to find more light-hearted, entertainment-focused content, NowThis Impact continues to create content that aims to educate about issues that matter to our community. ”
Over the past three months, NowThis has racked up a staggering 1 billion views across its platforms, delivering a mix of entertainment and issue-oriented content in the lead-up to the 2024 presidential election.
Looking to the future, Valentino has ambitious plans. “Next year we will be testing many new formats, personalities and storytelling concepts,” he teases. NowThis aims to not just follow trends, but set them, by combining viral entertainment with impactful, issue-driven content. The company’s focus on social-first content and elevating diverse voices makes it a strong competitor in the evolving digital media space.
For advertisers, Valentino believes the future of NowThis lies in premium vertical video that tells a complete story in 60 to 90 seconds. “Advertisers are always chasing story-driven content, and viewership numbers show that viewers want to stay with the content,” he says. “Those who tell the most interesting stories while optimizing for the ever-changing viewing habits of their viewers will come out on top.”
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As NowThis continues its rebrand, Valentino is confident that the combination of creative content and the brand’s deep understanding of social media will secure its position as a leader in Gen Z media. “Creativity is still king,” he emphasizes.
And Valentino has its finger on the pulse of both the internet and the next generation, positioning NowThis to reign supreme.
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