Atlanta-based Instagram company Doing Things Media has acquired Instagram accounts @MiddleClassFancy (842,000 followers) @FriendOfBae (664,000), and @DoggosDoingThings (774,000), boosting its total branded account reach up to more than 33 million followers.
As part of the acquisitions, Doing Things has also hired on the creators of those accounts: Lee Ayers (Middle Class Fancy and Friend Of Bae) has been named Doing Things’ new head of content, while John Trulli (Doggos Doing Things) is moving into an as-yet-undetermined role.
The three accounts join Doing Things’ other 15 large Instagram content brands, including Drunk People Doing Things (5.3 million followers), Animals Doing Things (2.7 million), and meme page Shithead Steve (3.3 million).
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As for what kinds of content the acquisitions will bring to Doing Things’ collective: Middle Class Fancy is a satire account that pokes fun at middle-class lifestyles, Friend Of Bae brings relatable content about the trials and tribulations of everyday life, and Doggos Doing Things is, of course, full of many very good dogs.
Collectively, Doing Things’ brand accounts post around 1,000 pieces of content each month, netting 550 million monthly views, Doing Things owner and CEO Reid Hailey tells Tubefilter.
Hailey says it’s “a bit early to say we’re the leading network on Instagram,” but Doing Things is definitely in the running.
He adds that Doing Things is continually looking to create more content in house, acquire more brand accounts, and add pages to its Instagram network. Doing Things also invites Instagram creators to submit their videos to its library of more than 50,000 user-generated clips, which it then uses to power shows like MTV’s Ridiculousness and Howie Mandel’s Animals Doing Things, as well as licensing the videos out to entertainment and marketing companies.
Creators interested in adding their videos to Doing Things’ library can take their shot here.
