Video journalism has taken a significant step toward social and mobile platforms following the acquisition of Cliptamatic by NowThisNews.
Social media managers who haven’t yet heard of NowThisNews might like to listen up: headquartered in New York, the startup isn’t yet two years old (its birthday comes on the 1st September) but it’s been making solid progress in that time in reinventing digital video journalism for the social and media age. And it’s just acquired Cliptamatic, a platform that similarly helps top-quality content owners disseminate video in real-time to social media.
Simplifying video distribution
Cliptamatic’s social feed can also be dropped into content owners’ mobile apps and websites, enabling talent such as athletes, actors and news anchors as well as fans to use those videos in their social activities. The canny social media manager will quickly spot that this intersection of social and mobile video closely resembles that of NowThisNews, whose president, Sean Mills, said:
“We’ve always felt that the company that’s going to win in that space is going to have DNA that’s not just a content company, and not just a tech company, but both.”
Commenting on the acquisition of Cliptamatic, he explained that its technology platform – and its talent team – will not only help NowThisNews simplify the process of distributing video out to social media (a “very heavy, manual process” according to Mills) but deliver excellent analytics, too. The two firms began by experimenting with a partnership but both began to realize that it would just make more sense to bring Cliptamatic’s technology in-house.
The move should now make it a lot faster for NowThisNews to break new stories with video well before traditional media gets up an article or even a photo. The startup already has some form in doing this, having shared a video on Twitter featuring the lifetime ban of Donald Sterling by the NBA 10 minutes before most other news organisation had posted a photo and a full 60 minutes before they’d posted a video.
“There may be new types of relationships that we have, but we’re very focused on one thing which is…becoming a digital newsroom for brands, and this technology gives us a strategic advantage to help us do that.”