What does it mean to create 'thumb-stopping' content? With LadBible's LA Ronayne

About this episode

LA Ronayne discusses strategies for creating engaging content for young audiences with host Jack Benjamin.

One question that we’ve returned to time and again on this podcast and in our coverage, as media practitioners return to time and again themselves, is how to appeal to young people. Young people who are often hard to reach. They overindex on low-attention social media platforms and, while they generally express a greater openness to and trust of advertising, also worry over how their media diets are shaping their still-forming brains. One company that has made it its business to reach this exact demographic is LadBible. Founded in 2012 as one of the first scaled social publishing businesses, Ladbible operates channels including Unilad, Gamingbible, Sportbible, Tyla, and, more recently BetchesMedia, which it acquired last year. Apart from producing editorial content for young people, the company drives revenue through working with brands to develop creative for commercial campaigns. LA Ronayne is the executive creative director at LadBible. As other more traditional publishers have increasingly invested in a social publishing arms race, Ronayne sat down with host Jack Benjamin to discuss her team's workflow, what sets social campaigns apart, and best practices for speaking to Gen…

People in this episode

Host: Jack Benjamin

Guest: LA Ronayne

Topics covered

• thumb-stopping content
• Gen Z marketing
• social media strategy
• advertising trust
• creative process
• branded content

Keywords

• LadBible
• Gen Z
• social media
• advertising
• content creation
• branded campaigns
• trust in media

Mentioned in this episode

Organizations: LadBible, Unilad, Gamingbible, Sportbible, Tyla, BetchesMedia

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