This uptick in viewership and its corresponding boost in revenue has led to investing more resources in other platforms, specifically TikTok and Instagram Reels, according to Turner.
On TikTok specifically, the popularity of the cheeky publisher has skyrocketed, and it now boasts nearly 13 million followers—more than any other news brand, the publisher said.
Indirect revenues fuel high-growth platforms
But while TikTok and Instagram have seen massive spikes in usage, they have yet to introduce a revenue-sharing program for publishers.
That means the publisher can only monetize its TikTok and Reels presences with branded content, making the platforms an investment in the future rather than a source of immediate commercial returns. Its direct revenue, which encompasses these kinds of branded deals, rose 9% year over year to $14 million.
TikTok is expected to debut a CPM product, but LadBible has no insight as to when that will happen, said Jack Cowin, the director of client solutions at LadBible Group.
Until it does, publishers will have to rely on striking branded content partnership deals with businesses looking to reach its coveted audience of 16-to-34-year-olds, Cowin said. In the last year, LadBible has worked with brands including Vodafone, Google and Disney to produce branded social assets.
The strategy reflects the adaptability required for social publishers to thrive, as shifts in algorithms and consumer preferences mean LadBible must continuously adapt if it wants to maintain its connection to its followers, according to Strong-Jones.
“We highly recommend that you’re doing at least one thing that is a little bit different from the rest of what you are doing,” Strong-Jones said. “Otherwise, you’re not going to be able to spot when something changes when the market shifts.”
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