Why Big Publishers Run Several Facebook Pages Instead of One
The portfolio model behind the biggest social publishers, and the honest cost of every extra page you have to feed.
Read the note ↗ Sector specialism · Publishers & media brands
Social for publishers, run by publishers.
The founders built some of the biggest publisher pages on Facebook and ran Snapchat Show networks through the platform's reset. We bring that operation to media brands: launching channels from zero, running daily output at scale, and turning distribution into revenue on the platforms that still pay publishers. Organic, all the way through.
Built for
Publishers, media brands & networks
Covers
Launch · Daily operations · Monetisation · Transitions
Ways in
Audit · Embed · Full takeover
Who this is for
Three publisher problems. One operation.
01
Launching a brand or a vertical
A new title, a new vertical off an existing audience, a sub-brand that has to earn its own following. We have done it from a standing start more than once: the plan, the formats, the cadence and the first year's numbers.
02
Running channels at volume
Several pages, daily output, link traffic that has to hold up and a team that is already stretched. We run the operation as a publisher does: one pipeline, formats chosen per surface, and a weekly read of what moved.
03
Riding a platform reset
Snapchat took Shows into Public Profiles and Facebook keeps changing what it pays for. We have carried whole catalogues through those transitions without losing the audience, and we know what the next one will ask of you.
What we do
Four jobs, one operation.
Take one, or hand us the whole thing. Every engagement runs the same way: one pipeline, shared analytics, senior sign-off.
01
Launch from zero
Positioning, page architecture, the first formats and the launch calendar, then the daily rhythm that turns a launch into a channel. Built on what worked at UNILAD Tech, UNILAD Adventure and GGRecon.
02
Operate daily
The pages run as a publisher operation: sourcing to sign-off in one pipeline, format mix per surface, several pages where the audience warrants it, at a cadence readers learn to expect.
03
Monetise the distribution
Facebook content monetisation, Snapchat revenue and link strategy handled as operations: eligibility, setup, the format mix that earns, and the policy flags that quietly cap it.
04
Read the numbers & the platform
Weekly diagnostics against the real analytics, plus the platform changes that matter to a publisher, read early enough to act on. What grew, what stalled, what changes next week.
Proof
Publisher pages, built and rebuilt.
Matt ran UNILAD and Josh ran UNILAD Tech inside LADbible Group; Josh also ran SPORF at Social Chain. Since then NBK has rebuilt twenty Snapchat Shows into a network, taken eighteen Shows into Public Profiles and run Ranker's transition sprint.
0102
Brand build · Tech mediaPedigree
Launching UNILAD Tech from a standing start
Brand build · Multi-platform strategy · Content & community · Partnerships
152%
Growth in views in year one, 2016 (to 3B+)
Spinning up a dedicated tech brand off UNILAD's audience in 2016, to 3B+ views inside a year.
Read the case ↗Snapchat Shows
5,709%
Growth in video views over the 18-month run
Twenty Snapchat Shows, rebuilt into a network
Channel strategy · Snapchat optimisation · Video & editing · AnalyticsRead ↗
03Digital media · Snapchat
6.9×
Public Story views on Rankworthy (June to August pace)
Taking Ranker from Shows to Public Profiles
Snapchat audit · Show-to-Profile transition · Editing & packaging · Channel operationsRead ↗
Where we start
Every engagement opens with a straight read of the operation: what the channels are worth, what the archive could still do, where monetisation is leaking, and what the team can actually sustain. If the honest answer is that you do not need us, we say so on the first call.
You get a prioritised plan your team could run without us. Most choose not to.
The first pass covers
- 01Channel architecture: which pages should exist, on which platforms, and what each one is for
- 02The archive: what existing content is worth re-cutting, re-running or retiring
- 03Monetisation: eligibility, setup, the policy flags capping distribution, and the money left on the table
- 04The operating rhythm: sourcing, sign-off, cadence and the output the team can hold
- 05Platform risk: the transition or policy change coming next, and what it will cost if unplanned
- 06The numbers: a straight read of reach, traffic and revenue, not a vanity export
From the journal
Publishers, written up.
How we read the platforms for publishers, free and current.
How Facebook Content Monetisation Pays Publishers
Meta folded in-stream ads, Reels ads and the performance bonus into one programme that pays on photo and text posts too.
Read the note ↗How Publishers Run Snapchat After Story Studio
Publishing has moved out of Story Studio and show episodes do not carry over. The six shifts publishers need to make to plan, package, publish and measure now.
Read the note ↗How Publishers Get More Traffic From Their Archive on Facebook
Your back catalogue is the cheapest inventory you own, and most of your Facebook followers never saw it the first time round.
Read the note ↗ Dubai × Manchester