The LADbible Group, the world’s largest social media publisher, has appointed The Social Beat as its preferred partner agency in Australia and New Zealand to develop brand and agency relationships and deliver impactful branded content campaigns.

LADbible, who pride themselves on ‘redefining entertainment and news for a social generation’, has recently opened its first international office in Sydney to better cater for its growing local audience, which currently views over 54 million video posts every day.

LADbible CEO and co-founder Alexander ‘Solly’ Solomou commented: “Our intention has always been to open an editorial and commercial operation in Australia to service the large and committed community of over 11m Aussies who view our content every month.

“The Social Beat has been helping us do this over the last 12 months and we are delighted to formalise our relationship at the same time as we open an office in the market.”

The acclaimed social video publisher has become the voice of a social generation by listening to their audience and tackling the subjects they know affect their day-to-day lives, in a way they can easily access, understand and get involved with.

Over the past year alone LADbible has made in-roads to de-stigmatise mental health (UOKM8?), raised awareness of the environment-threatening levels of plastic in our oceans (Trash Isles – 2 x Cannes Lions Grand Prix winner) and in partnership with Smirnoff has encouraged ‘un-stereotyping’ by showcasing inclusivity in millennial nightlife (Free to Be).

LADbible and The Social Beat have previously partnered to execute several successful branded content campaigns in Australia for the likes of Asics, Woolmark, Universal Pictures, Rugby Australia and Coca-Cola Amatil.

All campaigns have turned the dial significantly in the scale of engagement they have generated and resulting in positive business outcomes.

By formalising this partnership, LADbible and The Social Beat aim to offer brands in Australia access to the largest possible youth audience, expertise in social media engagement and branded content creation with a localised cultural voice and tone.

Ted Helliar, Director and co-founder of The Social Beat remarked: “Our intention was always to build a new breed of agency in Australia to capitalise on the ten-fold increase in social branded content globally in the last year and who better to partner with than Australia’s largest and most engaged social publisher.

“Connecting with audiences at scale and with authenticity is something both our companies live by and is something that brands are increasingly looking for.”

Joseph Summers, General Manager of LADbible Australia commented: “The Social Beat has existing, trusted relationships with both brands and agencies here, so they are a natural sales and production partner for us.”

“LADbible is really pushing the creative boundaries of youth communications and are laser-focused on understanding the needs of their community.

The Social Beat director and co-founder Vange Kourentis said: “We have been able to help brands here create content that really engages LADbible’s community in huge numbers, proving that young people aren’t hard to reach, they just want content they relate to.”