For Food Network owner Scripps Networks Interactive, what’s old is new again. After scaling to 1 billion monthly views with short social videos, Scripps is starting to create more recurring video series and franchises for its media brands, which also include HGTV and Travel Channel.
The goal is to be prepared as viewers spend more time on Facebook, Instagram and Snapchat, and as the platforms themselves seek longer and more TV-like content and less overhead cooking videos and other viral short-form formats currently saturating the news feeds.
“Everywhere we turn, everyone is talking about show concepts,” said Vikki Neil, svp and gm of digital brands for Scripps Networks Interactive. “For years, we did web series. The only thing that’s different from the web series of those days and the shows of today is that the concepts and talent are better.”
Today, Scripps distributes more than 800 videos per month across Facebook, Instagram, Snapchat and YouTube. This includes series such as HGTV’s DIY/home-hacks series “Easy Does It” and Travel Channel’s “Behind the Like,” about vacation hotspots. Overall, Scripps has about six short-form social series for each of its media brands, with varying formats and topics. The thinking was, once Scripps started producing shows, people would start watching them regularly.
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