A lot of the digital video platforms young people flock to today didn’t exist when POPSUGAR got started in 2006. But the company figured it could build audiences with personalities that young women could come to trust.

Now the company produces about nine videos each day “so we’re not a publisher that waits around for the NewFronts to bring out new shows,” says POPSUGAR President David Grant. “Content development and creation goes on all year long.”

From the style of storytelling to technical improvements like optimization for platforms, much has changed in the way publishers try to engage with audiences, Grant says in this interview with Beet.TV during the Digital Content NewFronts.

“We started with the idea that if we made regular weekly series with experts that people could recognize on camera and come to trust, that it would help our brand and build that connection,” says Grant.

What’s become clear along the way is that POPSUGAR’s value and “heart” lies in being a brand that stands for positivity and inspiration. “It’s giving us license to try a lot of new things,” he adds.

Newly formed POPSUGAR Films is developing a feature film titled Honored with Lionsgate, Untitled Entertainment and Cinestar Pictures and executive producer Zoe Saldana starring digital influencer Meghan Rienks, as ADWEEK reports.

POPSUGAR’s investment in native television production company Toy Rocket has already “brought three or four projects to us,” says Grant.

“We’re just branching out into all the different things and video content areas that a brand can go and our audience is giving us permission to do that.”

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.