There are umpteen-million millennials living in the world today, and Discovery Communications believes it has finally found the content matrix that caters to the finicky demographic’s desires.

The solution comes via video, and by re-introducing their millennial-centric web-native network Seeker brand to deliver more than 250 videos a month on science, world, and exploration.

The videos, which debuted last month with shows like “I left my law career to be a LEGO Artist” and “Why your favorite internet memes should never be forgotten,” feature influencers like Trace Dominguez and Jason Silva dishing out a slate of original short-form documentaries, live online events, and social content. 

Suzanne Kolb, Discovery Digital Networks’ executive vice president and general manager, oversees the company’s portfolio of web-native brands and series, original digital development, Discovery VR, and social partnerships. She joined [a]listdaily to discuss how Seeker will continue to build on its DNews and Seeker Daily programs in addition to debuting new documentaries and series.

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What went into selecting the specific slate of programming for Seeker? What’s the strategy you used to come up with the plan?

We started with a distinct advantage: Seeker is built upon a foundation of learning from several highly successful YouTube channels and a wealth of research about our audience. We’re bringing that learning and the Discovery DNA to digital natives with themes of science, world and exploration. We’re focused on reaching a uniquely curious audience of millennial minds that want to apply their curiosity to the world around them through insightful content and first-person experiences. Our editorial approach is to fully embrace that pursuit through personal accounts, explanatory content and web documentaries. At the heart of what we have created is great storytelling, engaging talent and a mindfulness of our audience’s desire to learn and share.

What’s the integrated marketing plan in-store for Seeker? How will you be getting it in front of your target audience?

While we’re delivering great content and have built a wonderful destination in Seeker.com, we’re looking holistically at how we can reach our target audience. The opportunities and levers are many—from collaborations and partnerships with other content creators and like-minded organizations to elevating and showcasing the everyday seeker, to strategic social marketing spends and support from our linear sister networks in the form of an on-air effort. The Seeker brand is more than just content or a single platform, and we’re going to continue to drive awareness and engagement online and off.

How does Seeker’s video strategy complement the larger Discovery brand?

Discovery Communications has led the industry in countless ways for more than 30 years, and digital is a top priority for the company. Today, as an original digital content arm, we’re expanding on our heritage of storytelling and building brands. The platforms, length of content and storytelling approaches may differ, but our Seeker brand is an exciting complement to our linear business. And while our brands are unique, we’ve found great opportunities to work together—from our short-form franchise Science Presents DNews segments (which even drew guest host President Barack Obama) to SourceFed Studios’ take on Discovery’s Naked & Afraid.

How do you plan on leveraging original programming and content on social media? Any specific plans for Snapchat?

We’re rolling out platform-specific strategies and, where it makes sense, original content. In terms of video alone, we’re currently averaging more than 100 million views across our Seeker and SourceFed Studios portfolio on Facebook, a three-times increase over May 2015. Much of that success is due to the original content we’re producing for the platform, and we’re seeing engagement growing as well, with close to two million engagements in April alone for Seeker. Live is also a key component of our strategy—whether Facebook, Snapchat or beyond. We’ll be expanding on our success across Snapchat and other platforms … stay tuned.

How is Discovery reinventing its approach to influencer marketing to further reach millennials?

With Seeker and SourceFed Studios, we’re fortunate to have strong influencers among our talent family, and we’ll be working with some exciting names as a part of our programming, as with our Seeker Sabbaticals series launching later this year. Beyond that, our audience development team has done a fantastic job cultivating relationships with fellow creators to extend the reach of our content and brands, and we’ll continue to reach out to individuals—‘influencer’ or not—who we think will connect with Seeker.

Brands are always trying to reach the finicky millennial demographic. How will you measure success that you’re actually accomplishing this through Seeker?

While Seeker is a brand meant for a millennial audience, we have strategically chosen to focus not just on the demographic but on a psychographic within it, as well. Brands at their best don’t try to be everything to everyone and our success, ultimately, will be measured by the size of our target audience, the engagement we see and our ability to create meaningful opportunities for brands and drive revenue.

What was the most telling tidbit you learned during this process regarding the millennial audience?  

That you can remove a part of your logo and the curious minds you target will see it anyway! This generation is full of driven individuals, and their appetite for enriching content and a quest for knowledge is far from satiated. Seeker fills that void, answers those questions and inspires bright young minds.

Follow Manouk Akopyan on Twitter @Manouk_Akopyan