How InStyle Is Reaching the Next Gen with Its Original Social Series

Why It Matters

The approach shows how legacy media can capture Gen Z attention and offset declining print income through authentic, sponsor‑friendly video series.

Key Takeaways

• *The Intern* amassed 36M+ views across 8 seasons
• New series *The Boss* earned 2.3M views since launch
• Sponsored spots with Fossil, e.l.f. Cosmetics monetize content
• People Inc. reported 14% digital revenue growth YoY
• Series boost InStyle’s social following to 15M followers

Pulse Analysis

Original video series are becoming a cornerstone of brand storytelling on platforms like Instagram, TikTok, and YouTube. InStyle’s *The Intern* leverages relatable office humor and a rotating cast of creators to produce bite‑sized, stand‑alone episodes that fit algorithmic feeds while still delivering a cohesive brand narrative. This format mirrors the success of other media companies that have shifted from static posts to episodic content, allowing them to stay top‑of‑mind with younger consumers who prioritize entertainment over traditional advertising.

Monetization is built directly into the creative process. By featuring products from Fossil and e.l.f. Cosmetics within the storyline, InStyle turns sponsorships into seamless plot points rather than intrusive ads, preserving authenticity and audience trust. The measurable impact is evident: People Inc. reported a 14% increase in digital revenue and a 9% lift in ad sales, underscoring how integrated brand partnerships can drive measurable financial upside while keeping editorial integrity intact.

The broader implication for publishers is clear: original, social‑first series can serve as both audience acquisition engines and revenue generators. InStyle’s 15 million‑strong follower base demonstrates the scalability of this model, and upcoming projects like *Zhuzh It* suggest a pipeline of sponsor‑ready content. As print circulation continues to erode, media companies that invest in authentic, creator‑driven video formats are better positioned to capture ad spend, attract new talent, and remain culturally relevant in a fast‑moving digital landscape.