From Wikipedia, the free encyclopedia
Jump to navigation Jump to search

Official LADbible Logo.png
Type of businessPrivate company
Type of site
News and Entertainment
Available inEnglish
Founded3 April 2012; 9 years ago (2012-04-03)
OwnerLADbible Group Limited
Key peopleAlexander Solomou (co-founder and CEO)
Arian Kalantari (Director)
Employees450 (August 2021)
Current statusActive

LADbible is a British social media publisher owned by LADbible Group. It is based in London and Manchester.

Founded in 2012 by Alexander "Solly" Solomou and Arian Kalantari, LADbible focuses on publishing shareable entertainment clips, pictures and longer form cause-related campaigns aimed at a youth audience.[1]

LADbible are best known for their viral video creation across multiple platforms including a website, Facebook, Instagram, Twitter and Snapchat. Many of these videos are taken from other content creators without payment or attribution.[2][3] In July 2017, LADbible was the most watched video creator across the globe with 2.8 billion video views according to Tubular Labs’ monthly rankings.[4] In 2018, LADbible were winners at the Cannes Lions Festival of Creativity, taking home 8 awards including two Grand Prix accolades for their 'Trash Isles' environmental campaign.[5]


Solomou developed the idea for a social media publishing business while at the University of Leeds, where he studied business management from 2009 to 2012.[6] The Lad Bible Limited was founded on 3 April 2012[7] and developed into the LADbible project when director Arian Kalantari joined.[8]

LADbible's parent company changed its name from The Lad Bible Limited to The Global Social Media Group Limited on 18 November 2013. On 19 June 2014, the parent company changed its name to 65TWENTY LTD then to The Ladbible Group Limited on 16 November 2015.[9]

The LADbible project started in January 2012 when the channel published their first Facebook post which achieved over 75,000 interactions. In 2014, LADbible's Facebook page had almost 2 million likes and was attracting over 5 million unique users every month.[10] By November 2015 this number had increased more than 400% to 10.6 million followers on Facebook.[8] This has continued to grow to more than 24.3 million followers in May 2017.

In 2016, LADbible's parent company, LADbible Group, launched an in-house creative agency, Joyride, to offer advertising on their online platforms.

In July 2017, Tubular Labs ranked LADbible as the No. 1 'Media & Entertainment Creator' in the world. [11] In the same month, LAD-bible also achieved No. 3 globally in the Top Media & Entertainment Properties, ahead of Time Warner, Comcast and Sony.[12][13]

In November 2020, LADbible surpassed over 10 million followers on Instagram.[14]

Content and campaigns[edit]

LADbible publishes original and acquired content, [2][3] including editorial, video, and documentary material, some of which is broadcast live. Since its launch in 2012, LADbible have posted over 6,800 videos, which have attracted over 41.8 billion views on Facebook.[15] Their content covers entertainment and celebrity interviews, as well as news and current affairs. They also run campaigns on subjects intended to interest a young market, such as mental health, the environment and political matters.

Celebrity Content LADbible have worked with celebrities, such as Will Smith and Guy Ritchie, to produce content for its platforms, like entertainment productions 'Snack Wars' [16] and 'Shocking Answers'.

Knowing Me, Knowing EU In the run up to the 2016 United Kingdom European Union membership referendum, LADbible launched an awareness campaign to encourage their youth audience to exercise the vote. The publisher spent three months producing stories and short explainers on the vote which linked directly to the government's register-to-vote page. The 45,000 clicks attracted by the campaign accounted for 20% of all traffic to their sites during this period.[17]

UOKM8? LADbible first launched their mental health campaign in 2016 with a dedicated UOKM8? website hub. Supported by charities including CALM, the campaign included a video series called 'Everyday Heroes' that featured a number of high-profile men including Olympian Louis Smith, and addressed their struggles with anxiety and depression.[18] UOKM8? was recognised by the industry by winning awards including: Drum DADI, Masters of Marketing, Lovies and Webby.[19] The campaign as a whole, reached in excess of 36 million and received over 4.8 million video views. UOKM8? was relaunched in 2018 with a shifted focus towards helping others suffering with mental health problems.

Trash Isles LADbible's biggest awareness campaign to date, 'Trash Isles', was designed to highlight the global problem of plastic pollution in oceans. Featuring high profile climate activists including Sir David Attenborough, Dame Judy Dench and Al Gore, the publisher approached the United Nations to declare an accumulation of plastic in the Pacific Ocean, as an official country, encouraging people to sign up to be a citizen.[20] Trash Isles was identified by The Drum as one of the most awarded media campaigns of 2018,[21] picking up accolades across the industry including eight Cannes Lions awards including twoGrand Prix.

Extinct LADbible launched 'Extinct' in August 2018 to tackle the global problem of wildlife extinction, particularly drawing attention to the impact of human action on declining numbers. The campaign comprises stories from around the world confronting the social platform's audience with the issue first hand. Content highlights include a launch documentary following the British Army fighting against poachers in Gabon, celebrity endorsements such as Sir David Attenborough,[22] Ricky Gervais [23] and MP Michael Gove,[24] and a Snapchat filter to highlight the declining number of global elephant species. The campaign reached over 70 million people worldwide, achieved over 22 million video views online and included an exclusive partnership with the British Government [25] that was concluded about the time of the IWT Conference.

In the press[edit]

In February 2015, in an interview with BBC Radio 5 Live, LADbible's then marketing director says "A quarter of 'lads' reading the site are actually women," and that it "absolutely redefines what lads are".[26] This interview was featured in a BBC News article titled "How did The Lad Bible become so successful"[27] which looked at the reasons why LADbible had become successful and appealed to a large audience.

Later in the same year, a news story on The Independent looked deeper into how LADbible had "harnessed social media" to fill the gap in the market left by the closure of the once-popular Lads' Mag titles. It revealed that where a traditional newsroom is arranged into desks dedicated to specific interests like health, education or business, staff at LADbible's office specialise in different social media platforms; Facebook, Twitter, Snapchat, Instagram and YouTube.[8]

On 19 April 2017 LADbible featured in Marketing Land as they generated 3.2 billion views[28] to become March's most popular video creator in the world.[29]


In November 2015, LADbible featured in Manchester Evening News for winning two awards at the Digital Entrepreneur Awards ceremony. LADbible won the Social Media Campaign of the Year (medium/large) and founder, Alexander Solomou, won the Young Digital Entrepreneur of The Year award.[30]

At the Prolific North Awards 2016, LADbible won Video of the Year with their video produced in collaboration with Bearded Fellows for "The Ladbible app Launch" campaign.[31]

At the 2017 Brand Film Festival awards, LADbible gained double recognition for their work with the RNLI, including Best of The Best, for the Respect The Water campaign.[32]

In June 2018, LADbible's "Trash Isles" campaign won eight Cannes Lions Awards at the Cannes Lions International Festival of Creativity.[33] The campaign won two Grand Prix awards as well as a further two Gold, one Silver and three Bronze.[5][34]

See also[edit]


  1. ^ "Meet the woman overseeing the LAD Bible phenomenon". Retrieved 26 May 2017.
  2. ^ a b "The LAD Bible withdraws legal action against blogger who accused them of stealing content". International Business Times UK. 16 October 2015. Retrieved 1 July 2020.
  3. ^ a b Abbruzzese, Jason. "Facebook has a massive video theft problem". Mashable. Retrieved 1 July 2020.
  4. ^ "LADbible outperforms UNILAD as most watched video "creator" with 2.8B video views". Marketing Land. 2 August 2017. Retrieved 24 August 2017.
  5. ^ a b "Cannes Lions of the Day: Trash Isles wins Design Grand Prix, plus more Grand Prix winners". The Drum. Retrieved 21 June 2018.
  6. ^ "Inside The Lad Bible's Viral Web Empire". BuzzFeed. Retrieved 26 May 2017.
  7. ^ "Certificate of Incorporation of a Private Limited Company". Companies House. 4 April 2012. Retrieved 26 May 2017.
  8. ^ a b c "How the Lad Bible has filled the void left by lads' mags". The Independent. 20 November 2015. Retrieved 26 May 2017.
  9. ^ "THE LADBIBLE GROUP LIMITED – Overview (free company information from Companies House)". Retrieved 26 May 2017.
  10. ^ "The big business of bro media – Digiday". Digiday. 2 January 2014. Retrieved 26 May 2017.
  11. ^ "Tubular". Tubular Labs. Retrieved 17 August 2017.
  12. ^ "Tubular". Tubular Labs. Retrieved 17 August 2017.
  13. ^ "Lad Bible ranks as Europe's 'most watched' for video content – Press Gazette". Retrieved 17 August 2017.
  14. ^ [ "Tubular"] Check |url= value (help). LADbible Instagram. Retrieved 10 November 2020.
  15. ^ "Tubular". Tubular Labs. Retrieved 26 May 2017.
  16. ^ "Will Smith & Guy Ritchie | "I don't like that at all!" | Snack Wars". 17 May 2019 – via YouTube.
  17. ^ "How tech companies are trying to get youngsters to vote". 8 June 2016.
  18. ^ "LadBible: Destigmatising mental health through their powerful content campaign". The Drum.
  19. ^ "LadBible Group, 360i Europe and Flow Creative win big at the 2017 Dadi Awards". The Drum.
  20. ^ "Dame Judi Dench And Chris Hemsworth Unite Against Plastic Pollution By Becoming Citizens of The Trash Isles - LADbible".
  21. ^ "The Big Won: these 20 ads won the most creative awards in 2018". The Drum.
  22. ^ "Extinct: Sir David Attenborough On The Ivory Trade" – via
  23. ^ "Extinct: Ricky Gervais On Poaching" – via
  24. ^ "Michael Gove Talks To LADbible About Ending The Illegal Wildlife Trade". 26 September 2018 – via YouTube.
  25. ^ "£20 million funding programme to improve crop productivity and LadBible film on counter-poaching training in Gabon - Defra in the media".
  26. ^ "LAD Bible exec: 'Quarter of "lads" are actually women', In Short – BBC Radio 5 live". BBC. Retrieved 26 May 2017.
  27. ^ Webber, Esther (5 February 2015). "How did The Lad Bible become so successful?". BBC News. Retrieved 26 May 2017.
  28. ^ "The LAD Bible takes No. 1 spot from UNILAD as March's most popular video creator". Marketing Land. 19 April 2017. Retrieved 26 May 2017.
  29. ^ "Tubular". Tubular Labs. Retrieved 26 May 2017.
  30. ^ Roue, Lucy (12 November 2015). "TheLADBible is big winner at digital awards". men. Retrieved 26 May 2017.
  31. ^ "Prolific North Awards 2016: The Winners". Prolific North. Retrieved 26 May 2017.
  32. ^ "Brand Film Festival London 2017: the winners' showcase". Retrieved 26 May 2017.
  33. ^ "LADBible was once the poster child for Facebook video — now it's expanding its distribution to Instagram and Snapchat and ditching its bro-ey tone for social good content". Business Insider. Retrieved 9 July 2018.
  34. ^ "LADbible Cannes Lions Award Wins - LADbible Group". LADbible Group. Retrieved 4 July 2018.

External links[edit]