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Good Media Co. has announced that it is going to invest $5 million in growing its video assets and digital media platforms with the intent of doubling down on video content to further accelerate Good Glamm Group’s content-to-commerce strategy.

This move results from analysing content consumption patterns of users which has now moved towards short video formats. The demand for video-based content has gone up and as a result of this shift, Good Media Co will also focus on the same direction to significantly increase its reach and viewership. 

Over the past year, time spent on short video content has increased drastically, which has also reflected on YouTube and Instagram focusing on YouTube shorts and Instagram Reels respectively.

At present, Good Media Co claimed that it produces 150 videos and generates 200 million video views per month and is looking at increasing the output to producing 300 videos per month with the aim to generate 500 million views per month across the group. The move to increase video content output will increase reach of Good Media Co by 150%. 

The content mix of Good Media Co. platforms like POPxo, ScoopWhoop, MissMalini and BabyChakra will still include articles and social media graphics with a significant emphasis on the video format. Along with producing video content for its digital media platforms and sponsored videos for external brands, the Good Media Co. also runs the entire video production for the Good Glamm Group brands including video and still assets.

Video content marketing is a strategy that adopts the principle of producing and sharing relevant and consistent video content with your targeted group to increase user base and engagement and to acquire qualified leads. The move will result in right sizing of the team, reduction of vernacular text content and a strong focus on impactful video content output. 

Priyanka Gill, Co-founder, The Good Glamm Group, said, “Our core strength lies in understanding user behaviour and preferences - and that is clearly trending to video content. At the Good Media Co we are investing in video output to increase the reach and relevance of our digital media platforms and brands. We are excited to expand the video team and further our overall vision at the Good Glamm Group of building a global DTC house of brands, powered by content and creators.” 

“In addition to scaling our digital media platforms, the increased video content output by Good Media Co will help brands at The Good Glamm Group reach a larger audience set. This will also help us create a depth of content needed to address content needs for different issues and increase frequency of how many times users interact with the brands through our digital media platforms to increase Top of Mind (TOM) and affinity for our brands,” added Manan Jain, Chief Growth Officer, The Good Glamm Group.

Recently, the Good Glamm Group unveiled its overall group structure to consolidate its companies into independent Brands, Media, and Creator divisions: Good Brands Co. led by Sukhleen Aneja; Good Media Co. led by Priyanka Gill and Good Creator Co. led by Sachin Bhatia.