Even pot is making the pivot to video now.
Herb, a publication focused on cannabis culture, just raised $4.1 million in seed funding led by Lerer Hippeau Ventures, a significant part of which will go to build out its video ambitions. One-fourth of Herb’s 40 staffers are making video now; the funding will help it add eight more video hires and produce more long-form video.
The shift to video is a fitting one for Herb, considering how far it’s come in the past couple of years. It was called The Stoner’s Cookbook when Toronto entrepreneur Matt Gray bought it in 2015, a home for reader-contributed pot recipes. It was a “janky, user-driven, hacked-together site,” he said. Two years later, the user-generated content is gone, and Herb is generating around 200 million views from about 130 original videos a month on pot-related health, cooking and lifestyle. Like just about every mainstream publisher, Gray
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