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Time Inc.

May 19 2016

Time Inc. has a new digital publication to “reinvent the celebrity fanzine for Gen Z,” and it’s all about online celebs. Instant will be a video-only platform featuring news and exclusives created by top social media influencers, appearing “in a continuous video stream.” The content will be short and sharable, and only native and branded ads that flow into the content will be offered. Our Ypulse Fame Redefined trend spotlighted digital celebrities’ popularity rivaling Hollywood stars, and we’re continuing to see brands experiment with new content to reach teens, who aren’t engaging with traditional media. (Variety