VaynerMedia will “supercharge PureWow’s capabilities, immediately enabling it to rapidly grow its already sizable audience and expand its offering to advertisers,” the company said in a release.
The company will do this not only through its relationships with social media platforms, but with its video production resources. VaynerMedia has approximately 50 employees who work on video full-time, which could help PureWow and other Gallery publishers to turn video content into a robust revenue stream.
“We’re very bullish on video content for our clients,” Harwood told Fortune on Wednesday. “We monetize it well, so being able to exponentially increase the output of that type of content is incredible.”
The PureWow investment makes sense for VaynerMedia particularly because the 67-person company gets the majority of its revenue from branded content. Harwood confirmed its annual revenue was “very close” to $20 million. The site has created content for brands such as CoverGirl, Olay and Cartier.The PureWow acquisition wa s led by Vaynerchuk and RSE Ventures.