LADbible’s formula for unlocking young audiences: mastery of social platforms and a deep understanding of their interests
LADbible, which started as a Facebook page in 2012, has now reached an audience of approximately one billion people globally and is floating on the AIM stock market at the end of 2021. Despite being primarily a social publisher, Simon Binns, Group Managing Editor, explained that the success of the platform is due to being audience-led and data-led. They have constantly adapted their content to suit different platforms and audiences, and because they are primarily social publishers, they are in tune with their audience and what they are looking for. The information they have gathered has enabled them to become the largest publisher on TikTok. Data is also used to understand which content is successful, and allows the brand to feed off of what is popular with their audience. LADbible tries not to compromise on its brand and maintains strict guidelines on what should be published on its platform. As publishers, LADbible has never been better equipped to understand what their audience likes and what they don’t like. It is a mix of people and data, but the data often helps them understand what they intuitively knew, and provides insights into what their audience cares about. Other key characteristics of the platform include the use of video to communicate, being reactive to breaking news, and an original team who produce longer-form content for YouTube. LADbible’s broad success is a result of being a big social publisher who can distract the audience during difficult times, telling them what to watch on Netflix, and keeping them in touch with what is going on.
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