We have entered into a collaboration agreement with our friends at Media Voices to bring their podcasts directly to you, to add to the range of global media and tech voices we feature through our newsletter, website, and events.
In this week’s episode we hear from LADbible Group’s Operations Lead Jake Strong-Jones on how the group’s verticals make best use of social platforms. He works with teams across the business on new launches, distribution strategy and operations, as well as the content strategy and insights on LADbible Group’s social platforms.
He takes us through everything from how they go about making discerning use of platforms to find new audiences, how its use of TikTok allows it to reach two-thirds of adults in the UK, and what trends the group is keeping an eye on over the next 12 months.
A few selected highlights from the episode:
LADbible’s success on TikTok…
“So TikTok’s biggest strength has to be its recommendation algorithm, which it got first. It absolutely nailed how to personalise content feeds for its audience. And it has such a broad audience, much broader than you often think.
“We know that the other platforms have spent a lot of time catching up, they’ve been investing heavily in how content is served and how it’s personalised. And we’re seeing this across Reels, across YouTube Shorts and elsewhere. But TikTok were the first ones to really force that change and make sure that everyone else caught up.
“For us, it has to be a place that we are engaging a really young audience. We have a young audience across our platforms absolutely. But it’s a really, really important one for us, just to make sure that we are at the cutting edge, that things that we publish completely land. But we’re making sure that as we tailor for TikTok, as we work with them and keep publishing on there, that we keep seeing a return.”
Seeking out audiences…
“We have a panel in house called LADnation, which is a youth-focused panel, which is really, really helpful for us getting quick insights that are really, really high quality in terms of our audience; who’s out there, what they want, what they’re looking for, and where they’re being underserved.
“We’re also there using all sorts of social listening tools. We’re reading the numbers; we’re very, very data savvy and data-lead, in terms of which verticals we think we need to explore and where we need to double down.
“But also the number of brands we have is enormous – we have a lot of core brands. And with those core brands and the scale we have across them, we already have a lot of this data. We know who’s engaging, we know what they’re engaging with directly across what we’re publishing. But we also test enormously, like it’s nonstop. We know that if something’s doing well, double down on it, absolutely commit, because in this world, the platforms change fast. Their algorithms change fast.
“It means you have to be ready to pivot, but also ready to commit. And that means you’re not just doing one thing. You’re also in the background, you’re aware of what might be shifting, you’re aware of why these platforms might be [courting] creators or audiences or publishers in a particular way, because you need to make sure that you’re leaning into that. Otherwise, you’re going to miss the boat.”
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