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Video news firm NowThis scraps website; goes social

MUMBAI: Flowing with the social media wave, video news outlet NowThis has scrapped its website and established itself solely on social media platforms.

Founded in 2012 by digital media veterans Kenneth Lerer and Eric Hippeau as a purveyor of short-form video content, NowThis has fought the notion of the website as a primary medium of reaching news consumers.

It will now create content specifically for social media platforms like Vine and Instagram, and shorten its news videos to ‘live and thrive’ on those platforms.

NowThis VP social media Ashish Patel told Capital that the move has been in the works since summer 2014.

“We were having an easier time getting people to consume our video if it was placed in-feed, rather than linking them back our website.”

Senior VP strategy and partnerships Athan Stephanopoulos added that the decision to scrap the company’s website was a reaction to consumer demand, and an acknowledgement of the way people use technology in 2015. Other media companies will follow suit, he said, “unless we live in a world where people are not awake”.

The report mentions that NowThis’ decision came one day after The Awl co-editor John Herrman predicted an inevitable industry shift away from websites and toward platform-native content.