A decade of success for any content creator is outstanding. Audiences are fickle, trends shift and memes get dated. Betches, the online culture and entertainment companion, just celebrated their tenth anniversary with a brand refresh and a debut of several new avenues of engagement. Founded by Aleen Kuperman, Samantha Fishbein and Jordana Abraham, Betches found early Instagram fame and managed to not only evolve with their audience, but grow into a cross-platform media empire. Ten years in social media time is like a century and Betches is an example of how attention to your audience results in long term engagement, retention and growth.
Betches was one of the first digital native media and entertainment companies founded and led by women for women. In the early days, Betches leaned into Instagram as a storytelling platform and focused on audience growth. In their words, “We’ve always prioritized making our audience laugh and worked to maintain that standard while we’ve expanded across platforms. We started as a blog, then expanded to Instagram, and finally to podcasting and now TikTok. We’ve always followed our audience’s lead and tried to meet them on the platforms they’re using.”
If you’re part of the Millennial or Gen Z generations, dozens of your friends are already following the @Betches Instagram or Twitter account. Betches content is irreverent and relatable, enough snark to make you smirk and just edgy enough to make you question whether you can share the content with your parents.
When Instagram was launched in 2010, the platform enabled many of its users to define how the social media would be used. “The peak of Millennial Instagram was all about getting those perfectly posed and eye-catching images, traveling for the Insta photos and finding the perfect curated backdrop.” Producing relatable content on Instagram was the most important metric of success.
Now the Gen Z audience is defining the digital trends and Betches provides insight into how the new content operates: “Gen Z content is generally much more raw and less curated, but also leans toward being informative and honest. This mood shift is especially prevalent when it comes to political engagement and activism content, and you can see how Instagram has become much more of an educational space and information-sharing hub than it was before. Also, the shift towards vulnerability in spaces such as wellness and the prevalence of more mental health-related content feels very much like a result of Gen Z influence.”
For their tenth anniversary, Betches relaunched their owned and operated channels with rebranding that includes their new website aesthetic, updated podcast formats and a “Shop Betches” collection with products that sport some of the most common meme phrases and internet cultural references. In this rebrand, the team prioritized cross-generational and cross-platform engagement. In their opinion, the most important venture has been into podcasting. They feel that podcasting allows them to connect more personally with their audience. In addition, podcasts allow for timely commentary on new media. This digital strategy enables new content on one Betches channel to be analyzed on another channel and continue offline in the form of portable audio.
The 2010s were a period of lateral growth for many platforms. Experimentation was key in figuring out how to succeed as competition was plenty and meme channels exploded across all social media sites. How does anyone compete in a crowded market of relatable media content? “We are at our best when we’re able to accurately and comedically articulate a feeling or opinion that feels unsaid but universal.” Betches makes it sound easy, but to get to a community of 43 million people requires tenacity and a willingness to connect with your audience in an authentic manner — and be willing to listen and grow in the process.
“We feel lucky to have evolved with our audience and to be able to accurately talk and write about the things that are affecting them in every aspect of their lives. We started this company talking about college and sorority life and we’ve been with our audience as they become wives, mothers, career women, and beyond. We’re going to continue expanding to cover what our followers are going through at every stage of their lives and provide them with funny, relatable, and sometimes educational content along the way.”