People debuts new TikTok-like app
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People launched a new app Thursday meant to cater to the next generation of fans who prefer video-first mobile experiences over text-heavy articles.
Why it matters: People has long been one of the most widely distributed magazines in the country. Under its new owner, Dotdash Meredith, it's moved to become a much more digitally focused brand.
- Since 2022, the year after Dotdash acquired People's former parent Meredith, People's social following has grown by more than 15 million across all social platforms.
The big picture: While Dotdash Meredith has invested heavily in People's digital transformation to-date, the app marks its biggest effort to transform the company since its acquisition.
- There are more than 65 people working on the app full-time, Dotdash Meredith CEO Neil Vogel said as a testament to the company's investment.
Zoom in: The new app features scrollable and swipeable original content that's bingeable for a younger audience, said Vogel.
- The content, which is built purposefully for the app, features exclusives that People readers can't get anywhere else, said Leah Wyar Romito, president of the entertainment and beauty & style group at Dotdash Meredith.
- For example, the app will be home to PEOPLE's first-ever docuseries coming this April called "The Fourth Wall." The reality show features behind-the-scenes updates on how the biggest stories at PEOPLE come to life. It will also give users exclusive content around People's tentpole franchises, like its annual "Sexiest Man Alive" cover.
- The app is being positioned as an antidote to doomscrolling, Wyar Romito said, while noting that Gen Z in particular is looking for a more uplifting mobile video experience.
Zoom out: For now, Dotdash Meredith is focused on building great content and a loyal audience for the app. In the future, the app presents big advertising and commerce opportunities, Vogel said.
- e.l.f. Beauty, one of the most popular Gen Z beauty brands, has already signed on as a strategic launch app partner.
What's next: The app is available in the U.S. in the Apple App Store and Google Play Store. It's expected to launch on Android in May.
