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The Media Leader PodcastAuthor: The Media Leader
The Media Leader is the leading source of analysis, data, opinion and trends in commercial media and advertising.Hosted by senior reporter Jack Benjamin, we speak to senior industry leaders and rising stars about the key challenges media faces as part of our mission to stand up for courage, inclusion and excellence in media.Find out more at uk.themedialeader.com and subscribe to our daily newsletter. Language: en Genres: Business, Careers, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it Trailer: |
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What does it mean to create 'thumb-stopping' content? With LadBible's LA Ronayne
Episode 87
Sunday, 19 April, 2026
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 Z and Gen Alpha.Highlights:4:11: The creative process for branded social content: from brief to output9:02: Working with different social platforms: tracking algorithm changes, stopping thumbs15:16: Latching onto short-term trends versus long-term culture20:00: Trust and measuring success23:06: Where LadBible sees itself in a crowded social publishing market26:57: What does Gen Z want?Related articles:‘Misaligned expectations’ between brands and influencers hamper creator economyOver two-fifths of influencer ads fail to meet ASA disclosure standards‘Social as a destination itself’: Inside Mail Metro Media’s two new social publishersJournalism and creator economy ‘converge’ at The IndependentCan brands become influencers? With Jungle Creations’ Melissa Chapman
