INSTANT launches at VidCon
On Friday at VidCon, EW parent company Time Inc. announced the launch of INSTANT, a new, all-video mobile platform featuring original content from some of the web’s top creators.
INSTANT will deliver an intuitive, uninterrupted video stream of easily consumable “Instants” — “snack-sized” videos covering topics across entertainment, beauty, fashion, food, and social media. With no download necessary, users can access INSTANT directly in their mobile browser at instant.me. The free platform will feature native advertisements from Time Inc. and their exclusive sponsor Degree Deodorants.
“We’re thrilled that INSTANT is live and that we can finally share its vibrant, addictive experience with our audiences,” said Will Lee, Digital Editorial Director for PEOPLE and EW, in a statement. “With an all-star editorial team led by Editorial Director Kirstin Benson, our launch squad of exceptionally talented digital artists, and a partner like Degree Deodorant, INSTANT is a product we are tremendously proud to reveal to the world.”
INSTANT’s “Launch Squad,” also unveiled at VidCon, consists of rising stars and groundbreakers from across digital media: Musical.ly’s Baby Ariel; Vine star Jake Paul; YouNow star RudanC; actress/comedian/singer Teala Dunn; fashion/beauty star Mia Stammer; and INSTANT’s very first “Petfluencer,” DJ Mini Matt, dog of YouTube star iJustine.
In addition to exclusive, new content from these digital stars, INSTANT is also partnering with Musical.ly and YouNow to produce cross-platform media. Baby Ariel will promote “Muser Monday” on Musical.ly, which challenges users to create unique music content to be featured on both platforms. RudanC will host IRL, a weekly YouNow talk show that will cover digital news and feature special guests.
The platform will also produce four brand new video series of its own: You Should Follow highlights up-and-coming talent on the web; Just the Tip teaches users how to become the next big digital star; Instant Mix collates the best covers and new music from surprise guests and DJs; and Around the World – In an Instant introduces users to digital artists and cultural phenomenons from across the globe.