Perhaps you follow @Betches on Instagram, but did you know that the female-focused media and entertainment company might also set you up on a blind date?
Betches, known for its humorous and unfiltered approach to topics like dating and relationships, has recently been acquired by Ladbible. In addition to posting content across social media, Betches has other ventures including podcasts and live events.
Candice Maniga, senior content manager of relationships at Betches, said: “We’ve had a variety of different segments that we’ve tried with the live shows — like we’ve set people up before, blind dates, various games. So there’s a lot of that element that I’m really excited to see us be able to explore what we can grow from it, and turn it into the next level.”
Maniga spoke alongside her colleagues Jordana Abraham, co-founder and chief innovation officer, and Arisara Srisethnil, vice president of marketing, as a part of Variety Studio presented by Canva at Advertising Week.
Maniga and Abraham discussed “Golden Bachelor” Gerry Turner’s recent feature on their podcast “U Up?,” in which he played the game “Red Flag, Green Flag, Gold Flag” — with gold flags being qualities you’d look for in a lifelong partner, Maniga clarified.
“We were fortunate enough to have the Golden Bachelor on for that and play along with him, where not everything is a red flag or deal breaker at times with relationships,” she said, discussing how everyone’s dating preferences vary.
The trio also discussed the Ladbible acquisition. Abraham said, “We’re just so excited to like be working with them, and being able to take everything that we’re doing in Betches and really just amplify it and make our content even stronger.”
The team broke down how they appeal to members of Generation Z.
Srisethnil emphasized how vocal the younger generation is and how important user-generated content is when it comes to reaching them: “It’s involving our fans and followers in the conversations that we’re having on social media. We’re not just speaking to them, but we’re speaking with them.”
Abraham spoke to what is at the heart of the brand she co-founded: “What we really do best with all of our content, all of our verticals, is really take a topic that a lot of people think is a little bit heavy, a little intimidating. And we take the topic and we break it down, and we make it just feel like we take the edge off that topic.”
Srisethnil also spoke to this element of the company: “What we really try to do is create content and create a space for consumers and our audiences to relate to people, to see the light in life and be able to laugh with one another, and with us.”
Abraham also discussed what it means to be a leader at the company while also sharing details of her personal life at work. She shared, “There is something about female leadership that leans maybe a little bit more vulnerable. And so that’s always kind of been encouraged, it’s always been at the ethos of what we do at Betches, is having real vulnerable conversations that we can also laugh at.”
