Time Inc. Launches ‘Instant’ With Short-Form Video From Social Media Stars

About a year after it announced a big slate of digital series, Time Inc is deepening its web video operation. At VidCon, the publishing company introduced Instant, a new website designed for mobile use and stocked with content created by the Internet’s most popular personalities.

Instant is available in browsers and does not require viewers to download any additional apps. Instead, they can swipe up and down to treat themselves to a variety of videos from Time’s creative partners. On desktop devices, the arrow keys take serve as Instant’s navigational tools. Beyond its homepage, Instant content will be distributed through social media platforms like Facbeook, Instagram, and YouNow, as well as on the websites of Time Inc. properties like People and Entertainment Weekly.

Time Inc. has dubbed Instant’s first group of creative partners as the app’s “Launch Squad.” In addition to creating videos, the Launch Squad — which includes Baby Ariel

 and Teala Dunn — will assist with Instant’s promotion and participate in its live programming.

“We’re thrilled that Instant is live and that we can finally share its vibrant, addictive experience with our audiences,” said Will Lee, Digital Editorial Director for People and Entertainment Weekly, in a press release. “With an all-star editorial team led by Editorial Director Kirstin Benson, our launch squad of exceptionally talented digital artists, and a partner like Degree Deodorant, Instant is a product we are tremendously proud to reveal to the world.”

Here, via the release, are a list of programs that will be distributed through Instant:

• You Should Follow: From dancers, musicians and digital artists, this series will unearth mesmerizing social up and comers who are on the brink of becoming the new famous

• Just the Tip: Digital artists, celebs, and INSTANT editors provide the essential tips and tricks on how to instantly become the next big social star or digital guru.

• The INSTANT Mix: An expertly curated set of covers of the hottest tunes to get you up in the morning, sometimes by a surprise musical guest or DJ

• Around the World – In an Instant: Audiences will discover the best new digital artists overseas, cultural phenomenons, and global movements that are taking the web by storm