A lot of the digital video platforms young people flock to today didn\u2019t exist when POPSUGAR got started in 2006. But the company figured it could build audiences with personalities that young women could come to trust.<\/p>\n
Now the company produces about nine videos each day \u201cso we\u2019re not a publisher that waits around for the NewFronts to bring out new shows,\u201d says POPSUGAR<\/a> President David Grant. \u201cContent development and creation goes on all year long.\u201d<\/p>\n From the style of storytelling to technical improvements like optimization for platforms, much has changed in the way publishers try to engage with audiences, Grant says in this interview with Beet.TV during the Digital Content NewFronts<\/a>.<\/p>\n \u201cWe started with the idea that if we made regular weekly series with experts that people could recognize on camera and come to trust, that it would help our brand and build that connection,\u201d says Grant.<\/p>\n What\u2019s become clear along the way is that POPSUGAR\u2019s value and \u201cheart\u201d lies in being a brand that stands for positivity and inspiration. \u201cIt\u2019s giving us license to try a lot of new things,\u201d he adds.<\/p>\n Newly formed POPSUGAR Films is developing a feature film titled Honored with Lionsgate, Untitled Entertainment and Cinestar Pictures and executive producer Zoe Saldana starring digital influencer Meghan Rienks, as ADWEEK reports<\/a>.<\/p>\n POPSUGAR\u2019s investment in native television production company Toy Rocket has already \u201cbrought three or four projects to us,\u201d says Grant.<\/p>\n \u201cWe\u2019re just branching out into all the different things and video content areas that a brand can go and our audience is giving us permission to do that.\u201d<\/p>\n