People debuts new TikTok-like app
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.
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