A decade ago, Cornell students Jordana Abraham, Aleen Dreksler and Samantha Sage created a satirical blog called Betches to share their observations of student life. Now in 2021, the blog has become a multi-platform media company for millennial women that reaches a monthly audience —they tout — of 43 million.
The blog grew with its audience, said Dreksler on the latest episode of the Digiday Podcast, allowing major life events for their audience to dictate new content verticals, podcast subjects and video series, including Betches Moms and Betches Brides. But above all, entertainment and humor led the company’s content strategy. As such, social media has become a key growth platform for the media company over the years.
Like many media companies, Betches has had a lot to consider over the past year, including what its role would be on emerging platforms, how to continue serving its audience who was spending significantly more time online and how to create content for the ever-growing Gen Z demographic.