Time Inc. Launches Mobile Video Platform ‘Instant’

Covering the world of internet celebrities.

Time Inc. is betting on digital celebrities with the launch of Instant, a mobile-only video platform. Instant will feature video about and by what Time Inc. calls “The New Famous,” which is just another way to describe people who are famous on the internet but not in real life.

People, Entertainment Weekly and HelloGiggles are the initial launch partners of Instant. The platform’s content—short, shareable videos called “Instants”—will have a heavy presence across those brands’ sites and social media accounts. Instant will be supported by branded content.

The platform will be led by editorial director Kirstin Benson, who joins from WhoSay. Benson will report to Will Lee, head of digital editorial for People and Entertainment Weekly.

Instant is expected to launch next month.

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