Taking on strong competitors BuzzFeed and Vice, CNN is launching Great Big Story, a new millennial-focused brand centered on feel-good video content that can be shared over social networking sites.
GBS is an independent entity that is fully backed by CNN.
The video service, especially targeting millennials — specifically those globally curious, urban-located 25 to 35-year-old individuals — is initially focusing its attention on growing its fan base on Facebook, but will be distributed on various platforms sooner or later.
"We wanted to create our brand on Facebook first, as we think we have the most potential right away to connect the deepest on Facebook," said Chris Berend, vice president of video development at CNN and co-founder of GBS. "Facebook is obviously becoming this really, really powerful force in video. Our entire mission is to tell stories that are passion points for people....and we have a filter that we put everything through. It needs to have a shareable quality and it has to make you feel something."
Berend noted that Great Big Story, which was launched on Oct. 20, covers four subject areas which are foreseen to spark sharing among Facebook netizens: food, innovation, the environment and what CNN refers to as "the human condition."
Native Advertising
This video service is likewise intended for native advertising.
At present, CNN is largely counting on cable subscriber fees for the huge chunk of its revenue. Perhaps, GBS is CNN's response to the increasing pressure brought about by online viewing options. Global digital ad revenues are predicted to outperform U.S. television advertising by 2017.
Not A News Brand
Berend pointed out CNN does not want to confuse people. He reiterated the new startup is not a news brand.
"We wanted to give [Great Big Story] every chance to connect on its own two feet," said Berend.
The GBS team, which is composed of 30 employees who were recruited from Vice, BuzzFeed, Vox, ABC, MTV, Amazon, NowThis and Yahoo, plans to push out five videos every day.
Among GBS' initial offerings include "Featuring Misty Copeland," "We Found Lisa Frank!" "Perfect Is Hard" and "The Untold Story Of The Kool-Aid Man."
