Who would have thought a publisher could ever sustain a media brand as niche as breakfast food? That’s what Time Inc. when it launched Extra Crispy last year – and now it has doubled down in the food space, by launching a new brand to exist only social media.

Well Done trades off the kind of quick-fire recipe videos that have become popular in social networks – and Time Inc. digital president Jennifer Wong says it’s all about embracing mobile and social.

“These new social-first video brands are made with social in mind,” she tells Beet.TV in this video interview from the NewFronts content showcase, where Time whetted advertisers’ tastebuds with its upcoming roster of programming.

“They start with thinking about platforms and what works, and they harness all of the know-how of all the brands and the distribution to create a brand, like Well Done, out of nothing in two months, in to 150n views.

“We think we can do that over and over again, because it taps in to the vein of something that we’re seeing in social very specifically, and drives content against that.”

Media brands have spent the last few years building audience through social network partners.

But, whilst some news brands have recently seen underwhelming results – some pulling out of Facebook Instant articles, for example – it seems clear that lifestyle brands still think social is a profitable furrow to plough.

This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page.

The Digital Content NewFronts 2017, presented by the IABTagged ,