A while a back I wrote on how Buzzfeed and Tasty earn money? (How does BuzzFeed & Tasty earn money?)
NowThis works also the same way. Which is owned by a bigger media group called “Group Nine Media”. Which also control Thrillist, The Dodo, and Seeker.
NowThis's content is often clickbaity. Like “Can North Korea Nuke us?”. publishing companies have perfected selecting what titles get attention the most.
Therefore it drives tons of views on their videos. Their videos on Youtube earn money for every ad that runs on their channel.
However, the majority of their money is made by getting sponsors on board in this thing called "native advertising". Which is advertising that one can think of as product placement.
So you ask how does it work?
NowThis will partner with Amazon and create a video on facebook title. “Amazon is making Alexa for the office — but there are major concerns”
You can see the video here.
People seeing these video on facebook or youtube will buy the products.
So how much does NowThis make one of these videos?
About $20,000 to $50,000 per video.
At the end of the day, NowThis really sells to brands and in it the ability to create viral-style content, that they can distribute to the masses. This is the Data NowThis provides to the advertiser like (Amazon).
They will say
Dear, Amazon we have, 2.5 billion monthly views and 75% our audience is under 35-year-olds which are the perfect demographic to buy Alexa. Because your Grandma won’t likely buy or ever use it.
The greatest thing about NowThis, when it comes to modern-day journalism, is that NowThis journalists don't have to worry about writing about what will sell, but instead they have the freedom to write stories that people find important enough to share making it go viral. And believe me, they have turned this into science. from what titles will get your attention and what words when used in there video will trigger you to buy and share their videos with them.
NowThis model is a model that works. Bite-sized content that their audience loves and enjoy and will share.