On the latest episode of The Disruptors, Taylor Ablitt, CEO of Diply, discusses how the media organization keeps millennials engaged in a fast-changing media changing landscape.
Diply was launched in London, Ontario four years ago and has emerged as a leader in entertainment news since then. The company, which was recently named the fastest-growing tech company by Deloitte, produces approximately 100 editorial pieces a day and 140 videos a month based on conversations happening online.
“It’s not about building the pipes, it’s about being at the end of the pipes.”
– Taylor Ablitt, CEO of Diply
“You have to remember where the consumer is seeing the content first. You have to hook them quickly; the attention span is decreasing, so if you don’t hook them in the video in the first three seconds, you’re not going to keep them for the next minute and a half,” said Ablitt. “The way they’re looking at the content and finding it is probably the biggest factor in what’s driving the shorter content online these days.”
Ablitt believes that there is a risk in having too much of an emphasis on a single platform, which is why Diply is looking to work with Instagram (where it has 10 million fans), Facebook, Twitter, Google Plus, and whatever comes next.
“If we see a platform that is continuing to grow, we will hop on there and figure out how our audience within Diply can relate to that platform. We are not competing against the other platforms; we’re growing with all the platforms. We’re not too scared about the next big thing to come out because we will be on it,” he said.
“It’s not about building the pipes, it’s about being at the end of the pipes and creating value and engagement with your audience at the end of those pipes.”
Watch the full episode below:
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Photo via The London Free Press
