Time Out decided to start the collaboration with online giants like Tumblr, Facebook and Snapchat to scale and monetize the content it creates, because nowadays the influence of social media is unquestionably very strong. Moreover, Time Out decided to focus on video content after Facebook found out that videos are more effective than links by 7 times.

This strategy of using different platforms to communicate with audience is very common today. Moreover, recently Facebook showed the power of videos, so publishers expect attention of new audiences and meaningful revenue for them. According to Time Out’s CEO of digital, Noel Penzer, there’s nothing to worry about, and platforms will assemble monetary value for publishers.

 

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  • Facebook Instant Articles

    Time Out has just started publishing content directly to Facebook’s Instant Articles after it opened to all publishers earlier this year. It helps to monetize with demand from over 3 million advertisers worldwide on Facebook, delivering relevant, high value, native formats that drive performance and engagement. Last week, Time Out started a native ad partnership via Instant Articles with theater marketing agency AKA. “That’s an e-commerce creative solution, offering Time Out a way to monetize our social media audience,” said Penzer.

It’s not just about the content play, but the monetization. The reality that we can bring together content, audience and monetization via third-party platforms is a phenomenal opportunity,” said Penzer.

 

  • Tumblr Live Video

    Tumblr seems like not one of aggresive fast-growing platforms. Although it has an army of 500 million users all around the world. Lately, it has reasserted itself by introducing a new player in the video streaming space, Tumblr Live Video. Time Out is one of its launch partners, and the only one with headquarters outside the U.S. So publishers will create Tumblr Live videos across for London, Lisbon, Los Angeles, Chicago, New York, and Paris offices.

Sarah Bartlett, the chief marketing officer at Time Out Group, during the interview for Campaign said that the company wanted to stay true to its “strong heritage” – the title launched in London in 1968. Time Out’s editorial goal is to describe Big City Life and its’ activities. There were videos from the best bars contest across five major cities with vlogs about recipes of popular drinks. Moreover, there’re news about changes in major city’s architecture, abnormal weather, and, of course, expected public events. Time Out will stream most of them exclusively for Tumblr Live.

“Time Out is all about having its pulse on what’s going on in cities that people won’t always know about. We want to bring that to life through these platforms like Tumblr. It helps us bring our content to life and scale it in a different way,” said Penzer.

 

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  • Facebook Live video

    Time Out has experimented with Facebook Live content in the U.S. and the U.K. Facebook agrees that live is the best way to interact with viewers in real time. People can hear burning questions, live reactions and other situations from all over the world. The most popular videos are in a front page, so, basically, every user might see it. There are videos for everyone: from Martha Stewart’s live cooking to Al Jazeera’s stream from the protest, where demand climate justice in Paris at red lines action, which has more than 255.000 views. It’s simply broadcasting to the largest audience in the world just with the camera in the pocket.

Time Out then streamed a lot of content via Facebook Live for the global Gay Pride festival, which followed shortly after. It brought in LGBT influencers, such as British drag queen Jodie Harsh, on some of the videos. For instance, one filmed from a float, which generated 44,000 views reaching 791,000 people.

 

  • Snapchat

    Time Out and Snapchat have a mismatch of content marketing strategy. According to Penzer, Snapchat tends to go for mainstream content publishers (like the Mail and Sky News) over the likes of Time Out, with its city-specific content. But conversations are ongoing.

It is a Snapchat Sponsored Stories partner, though, so it has had several takeovers. American singer Josh Groban, for example, covered red carpet and backstage at the Tony Awards for Time Out. Some of its most successful snaps were around the global Gay Pride festival. Penzer said it received 54 percent more engagement on its Pride snaps than any previous Snapchat activity.

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