Today expands with 'Style' vertical that includes major digital effort

NBC’s TODAY recently launched TODAY Style, with original content available on air, online and on social. To celebrate its launch, Tamron Hall, co-host of the TODAY Show, moderated a panel featuring the TODAY Style Squad, Jill Martin, Bobbie Thomas and Lilliana Vazquez that Found Remote attended.

To hear more about TODAY Style’s new digital strategies, Found Remote interviewed Ashley Parrish, Executive Editor of TODAY Digital and Lifestyle:

Found Remote: With its new launch, how is TODAY Style looking to expand its digital strategy?

Ashley Parrish: Our digital strategy for TODAY Style is simple: deliver content where and how our audience wants it. We launched @TODAYstyle on Instagram, we’re designing graphics specifically for Pinterest, we’re responding to our readers wish for more Facebook Live streams and we’ve revamped the web destination for our most loyal audience. Additionally, based on feedback from our audience, we’ve made the Style section shoppable! Now, you can seamlessly purchase your favorite items on the site without leaving the TODAY Style experience.

FR: What social platforms do you see the brand taking off on?

Parrish: Instagram and Pinterest are going to be real wins for us because we’re creating content specifically for those platforms. We’ve also seen terrific success with Facebook Live. Over 250,000 people tuned in to watch “This Is Us” star Chrissy Metz chat with our editor Emily Sher about her road to confidence.

FR: What kind of social content can we expect from TODAY Style?

Parrish: In addition to those mentioned above, we’re definitely listening to what our audiences want. We’ve always had a great relationship with our audience, and closing the feedback loop with them has been a key part of our success so far.

FR: How will TODAY Style’s social content differ from other style and beauty accounts?

Parrish: We’re covering celebrity style in a deeper way, connecting with leading ladies (and men!) on the topics of body image and self-confidence. This isn’t about following fashion rules or beauty standards – it’s about finding what works for you and celebrating our differences.

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