viewIconic Labs PLC

What is social first publishing?


Social first has allowed sites like UNILAD to amass a huge audience with very little capital injection, but what is social first publishing and how is it changing the nature of content and advertising?

Social media use

Quick facts: Iconic Labs PLC

Price: 0.07 GBX

Market: LSE
Market Cap: £979.51 k

On 18 March, WideCells Group PLC (LON:WDC) shares rocketed around 40% in late-afternoon after it announced it would be changing its name to Iconic Labs PLC and establishing a new media business focused on online marketing, content and technology products.

While the swerve in direction from the stem cell researcher is undoubtedly big news, what was equally as important is its new executive team, with new chief executive, John Quinlan, and chief business officer, Liam Harrington, being brought onboard from social first publishing site UNILAD, which is currently one of the biggest news and entertainment sites in the world, with around 42mln followers on its Facebook page.

WATCH: Ex-UNILAD team to lead the new WideCells business Iconic Labs Plc

But what exactly is social first publishing and how can it help UNILAD grow into a behemoth in five years with just £200-worth of share capital?

The “added extra” of social media

Putting it simply, social first publishing is creating content designed for the platform it is consumed on, with posts on sites such as Facebook being different to video clips uploaded to YouTube or images shared on Instagram.

For example, you may need to subtitle videos that are posted on Facebook as people could be viewing them on the go, while YouTube can be used for longer videos that users will take the time to watch.

The strategy relies on understanding the intricacies of social media sites and how content is filtered through their various algorithms, with posts linked to certain trends or topics more likely to be pushed to the top of the pile than those that aren’t.

This contrasts with traditional methods where a piece of content is often modified to fit the platform it is posted on, which can sometimes fall through the cracks.

Speaking to Proactive, Quinlan says that the social first method forms a key part of the new generation of content creation, with an “added extra” being the wealth of data accumulated from a “constant feedback loop” of content going out and then receiving feedback from user activity.

This stream of data is crucial to creators as it allows them to shift their strategies to target audiences based on trends, increasing the likelihood that their posts will gain more exposure.

There is also the factor of distribution, with the simple act of posting a piece of content on a social media site granting immediate access to the site's audience rather than trying to direct them via a link to another site. This improves the user experience and encourages people to interact with the content for longer.

In the case of UNILAD, Quinlan says the site was reaching over 500mln people a month through its presence on various social media sites.

Social first publishing can also be used as a launch pad or testing ground for new content and ideas, Quinlan says.

“We might produce a pilot episode of a piece of scripted comedy which would go up on Facebook, but the end goal would be for [a full series] to go on Netflix”.

Advertisers need experts

The attractiveness of social first publishing isn’t lost on advertisers, who are increasingly moving away from traditional platforms to target the rapidly expanding social media user base.

Given that around 2.8bn people use social media, that is a massive audience to service.

However, with such a huge web of platforms, all with their own content types and algorithms, most advertisers are likely to need specialists who can help navigate the digital landscape.

That’s where firms like Iconic Labs come in, with Quinlan saying one of the company’s unique selling points is their top team’s experience of not just helping others operate in the space but working in it themselves while at UNILAD.

“Our key skill is using social media tools for what they’re meant for, discovering new things and building brands.”

With digital advertising spend expected to increase to US$335bn in 2020 from US$270bn in 2018, expertise in social first seems set to become even more sought after.

Add related topics to MyProactive

Create your account: sign up and get ahead on news and events


The Company is a publisher. You understand and agree that no content published on the Site constitutes a recommendation that any particular security, portfolio of securities, transaction, or investment strategy is...

In exchange for publishing services rendered by the Company on behalf of Iconic Labs PLC named herein, including the promotion by the Company of Iconic Labs PLC in any Content on the Site, the Company receives from...



Iconic Labs updates on plans after relaunch of Gay Star News

Iconic Labs (LON:ICON) has given investors a positive update following the relaunch of its LGBTI+ news website, Gay Star News (GSN), at the end of January. John Quinlan tells Proactive London's Andrew Scott how the new site has attracted greater user traffic and gives some detail on the new...

1 week, 1 day ago

4 min read