To compete in the YouTube, Vine and Instagram space, Time Inc. launched Instant, a mobile video-only platform to feature emerging digital stars. Instant is designed for mobile use but can also be viewed on desktops. Part of the idea is evidently to reach an older demographic. As Instant editorial director Kirstin Benson said: “The goal with Instant is for my grandmother to be able to go onto the site and enjoy herself and get caught up.”
Instant will be run by Time Inc. subsidiaries People and Entertainment Weekly. Benson says, “Those two outlets help give us the street cred that we would need” in order to compete in the exploding video space. Below is a sample of Instant content.
A video posted by INSTANT (@instantdotme) on