Continuing to take the text out of Blogs and Online

Refinery 29 recently announced it will be using video to differentiate itself from the other online publication hubs. Refinery 29 is a company that continues to successfully pivot itself when consumer interest appears to die, or a lack of interest begins to occur for their offerings. The latest video installments are a smart move for the company to market to its consumer in a fresh way, with content that is not comparable to other online publishers or blogs. The company excels at pushing native advertising, and branded content, and this may be an easy way for them to continue with this digital strategy but it a fresher take, with more interesting video subject matter. For example, Refinery29 recently did a collaboration with Old Navy, featuring a branded video on “how to wear plaid pants outside the country club.” While these are positive steps, the company will need to be more cutting edge, more closely related to their voice, as they currently do not garner the same viewers per video as others.  As co-founder Justin Stefano stated,  “We’re writing a new chapter in history when it comes to digital media companies monetizing beyond the pageview,” he said. “Going into next year, we expect the branded piece to be a bigger part of the business, so we push our video onto every platform we can. … It’s a crowded space that we’re in, and we want to make sure the brand halo of Refinery29 rises above everyone else.”