Not to say we don't believe in Instagram's future - we just want to be everywhere our audiences are." "We're going to be putting our money behind longform efforts so we can build audiences outside of Instagram. "We're just tapping the surface of potential revenue streams and solidifying our future," Ott said. But the foundation the company built on Instagram is also helping it invest in broadening its reputation as a media brand. Josh Ott, the head of revenue at The Shade Room, said its biggest revenue driver is still Instagram as far as large partnerships and native posting. How its quippy Instagram success is helping to funnel an investment in longer-form journalism The Shade Room's VP of People and Culture, Clarice McClung, said the company is trying to grow its head count by 41% in 2022. "That endeavor has led to the introduction of TSR Investigates, a digital series that explores cold cases and special interest stories underrepresented in mainstream media." "The Shade Room has ventured into offering our audience more special interest, political and investigative news reporting," said Justin Dwayne Joseph, the company's head of content. The company says that its daily Snapchat show, which helps break down trending topics in 24 snaps, averages 600,000 unique viewers per day. The Shade Room is investing 16.5% of its revenue this year outside of Instagram, which includes hiring producers and journalists to make shows on Snapchat and investigative pieces on YouTube, the company told Insider. The Shade Room remains one of the top non-personality-driven Instagram accounts, with over 26 million followers and counting.īut while Instagram is its origin and success story, these days, the media company is trying to expand beyond the platform, and the wisecracking celebrity headlines that made it famous. It hopes to grow its team by 41% and hire more journalists to build longstanding credibility.But this year, the company wants to invest more on platforms like Snapchat and YouTube.The Shade Room is one of the top non-personality-driven Instagram pages.
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