For three-year-old, female-oriented publisher Little Things, specializing in disseminating nothing but good news has become a path to five upcoming TV distribution partnerships reaching 50 million households.
According to President & Chief Operating Officer Gretchen Tibbits, comScore data show that at 55.8 million women, Little Things claims the mantles of largest standalone lifestyle site and the largest URL reaching women.
“We’re very protective of our audience,” Tibbits says in this interview with Beet.TV at the Digital Content NewFronts. “We all know that there are challenging things going on the world and there’s plenty of places for an audience to get that content. We’re not that.”
That protection encompasses not only content but also user experience. The Little Things website “is very ad light,” says Tibbits, and there are no content recommendation widgets to slow down page loading.
Little Things took to the NewFronts to unveil a new talk show series, “The Daily Glow,” which will debut on June 5 and air every weekday afternoon on Facebook Live. In addition, the company by mid-summer will distribute its long-form video programming via Amazon, Apple TV, Roku, XUMO and Pluto TV, as Campaign reports.
“The Daily Glow” is the 13th show from Little Things. The shows consist of episodes ranging from 30 to 60 minutes in length.
The company’s goal with branded and sponsored content is that “it’s woven in,” be it sponsorship of a live show or custom videos. “We can tell a story that our writers, editors and researchers have found and if a brand wants to join us on that journey, it’s an incredible service to the audience and to the brand,” Tibbits says.
Facebook has turned out to be a very productive “front door” for Little Things, generating website traffic and new users. Although it claims to generate less output on Facebook than other publishers, what Little Things does publish “has the highest engagement per article of anybody doing it,” Tibbits adds.
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.