After launching less than one year ago, Well Done, a social native video brand from Time Inc is a hit with a half billion video views. The brand has broaden its focus outside of humor and recipes to include food tips and some long form programming. Well done was launched back in March of this year following the launch of website ExtraCrispy.com in 2016. While ExtraCrispy focused on breakfast, complete with a bacon critic, Well Done was launched as social brand with videos produced specifically for platforms like Snapchat, Instagram, Twitter and Facebook.
The content and distribution model appears to have worked. Time Inc. tells Folio: that less than a year into the project, Well Done recently surpassed 500-million video views. The content categories have now expanded beyond recipe/explainer/humor to include some hosted food tips as well as long-form programming. Indeed, Well Done has an inaugural spot on Facebook Watch’s experiment in TV-like programming with its “Homemade Vs. the Internet” series.
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