Given a multitude of digital content, some authentic some less so, POPSUGAR has hitched the credibility of its enterprise to emotion. “We believe that consumers can tell the difference between a Facebook growth-hacking, click-baity type of experience from of what is in POPSUGAR premium emotional storytelling,” says Global Chief Revenue Officer Geoff Schiller.

While emotional storytelling is not in short supply on social platforms, POPSUGAR does it “with the power of brand,” Schiller explains in this interview with Beet.TV at the Digital Content NewFronts events.

One of POPSUGAR’s missions is powering the optimism and dreams of women around the world. Its offerings to marketers span from written native to original video sponsorships to co-development and integration deals.

“It really runs the gamut,” says Schiller. “In general we want to prove out that everything starts with an insight. It’s not just ‘here’s a fully baked offering that we want to slap a logo on.’”

The realities of its audience preferences have led POPSUGAR to “fully embrace a distributive model.” While traditional .com destinations will always serve as an anchor, it’s seen massive distribution on platforms like Facebook.

“Instagram Stories is growing like a weed in a good way, a nice beautiful weed. On Snapchat we reach thirty million organic a month,” Schiller says.

POPSUGAR also boasts four YouTube Google Preferred channels.

“It’s really not just a distributed model. It’s a very democratic distributed model,” says Schiller, adding that POPSUGAR finished 2016 with 1.8 billion video views. “That placed us number one.”

He believes the NewFronts are good opportunity to “cement in the minds of buyers of decision makers that we are a real brand. All the things that we think POPSUGAR stands for, this is a platform for bringing that to life.”

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.