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Better Branded Content: How Freeda Built a Community and a Business on Facebook and Instagram

Freeda Media

Goal

Build a social-first business through content for a new generation of women.

Strategy

Listen to your audience and deliver relevant and inspiring content.

Results

Branded content partnerships with NIke, Gucci, Sephora and more.

Freeda’s Story

Freeda Media launched exclusively on Facebook in 2017 with the goal of delivering content that empowers a new generation of Italian women. They’ve expanded beyond Facebook, but still publish only to social, leveraging Instagram and Facebook’s storytelling tools to connect directly with their community and build a business through authentic branded content. The publication now also has Spanish and English language versions, all focused on creating visually arresting content around 3 concepts: woman achievement, sisterhood, and personal style.

Freeda’s Goal

Build a highly engaged community on Facebook and Instagram with content that connects with a younger generation, and leverage that engagement into authentic branded content opportunities.

If we want to build a media company for a new generation we really need to go where people spend most of their time, which is Facebook and Instagram.
Andrea Scotti Calderini Co-Founder Freeda Media

Freeda’s Strategy

1. Build a highly-engaged community by telling great stories directly on Facebook and Instagram.

Freeda publishes content exclusively to social media — around 5 pieces to Facebook and 10 to Instagram each day. Utilizing tools like Instagram stories, Facebook videos, Instant Articles, photos and more across both platforms lets Freeda reach their community where they’re already spending their time. The Freeda team uses highly visual and emotionally resonant content to tap into shared beliefs like female empowerment and gender equality, inspiring the Freeda community to feel part of something larger than themselves. This has created a shared mission among fans, and built and built a publication with engagement rates that rank amongst the highest of any female-focused publisher on Instagram.

Instant Articles

La Storia Di Lucia Annibali
Le Donne Svizzere Manifestano per La Parità Di Genere

Facebook Video
Instagram

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"Io sono la mia forza" • • • • #freeda #inspogirl #girlpower #girlyinspo #inspiring #inspire #inspiration #motivation #strong #nevergiveup #smile

A post shared by Freeda (@freeda) on

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È qualsiasi gruppo di persone che ci faccia sentire al sicuro, a casa • • • • #freeda #inspogirl #girlpower #girlyinspo #inspiring #inspire #feelings #family #loveislove #home

A post shared by Freeda (@freeda) on

“We really try to deliver storytelling that is inclusive and can make our community feel a part of something bigger. We are not telling women a message they don’t already know, but we are telling them that you are not alone.” — Daria Bernardoni, Chief Content Officer, Freeda Media

“If we want to build a media company for a new generation we really need to go where people spend most of their time, which is Facebook and Instagram.” – Andrea Scotti Calderini – Co Founder, Freeda Media

2. Listen to community feedback. Identify what is resonating and apply that to both editorial and branded content.

Freeda’s editorial team preaches the idea of gathering and incorporating community feedback as the cornerstone of their content operation. Publishing directly to Facebook and Instagram gives them the feedback loop they need to see if their content is resonating. They use CrowdTangle to monitor their engagement, and look to the comments to see how people are responding. A better understanding of what is works allows them to build a more engaged community, and a better sense of what branded content stories will reach their audience.

“Facebook and Instagram are the best places to build a community around shared values. You can speak directly to every single one of your users while getting insights and listening to them. Facebook and Instagram are really great tools for being able to listen to your community and build content based on their needs. ” — Ivan Lodi, Chief Marketing Officer, Freeda Media

We really try to deliver storytelling that is inclusive and can make our community feel a part of something bigger. We are not telling women a message they don’t already know, but we are telling them that you are not alone.
Daria Bernardoni Chief Content Officer Freeda Media
3. Monetize by creating authentic branded content that connects with this community on Facebook and Instagram.

With a deep understanding of what resonates with their largely female community on Facebook and Instagram, Freeda has been able to leverage that into branded content opportunities with some of the leading brands in the world. They’re able to partner with the likes of Nike, Gucci, Estée Lauder and more to share branded Facebook Videos, Instagram Stories, photos and Instant Articles that authentically inspire and connect with their readers.

Facebook Video
Instagram

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È un rischio che dobbiamo correre #ThomasBurberryMonogram • • • • #freeda #inspogirl #girlpower #girlyinspo #inspiring #inspire #women #fashion #personalstyle #wardrobe #sisters #mood

A post shared by Freeda (@freeda) on

Freeda and Waso Skincare

Instant Articles

L’Importanza delle Tifoserie Femminili (with Fiat)

“We build branded content based on our community feedback. Branded content is the best way to connect with a generation not as affected by traditional advertising.” – Andrea Scotti Calderini – Co Founder, Freeda Media

“We partner with brands to speak to women in a relevant and authentic way. We work to find the stories that both align with what the brand stands for and what will be meaningful to our community.” – Daria Bernardoni, Chief Content Officer, Freeda Media

Freeda’s Results

*Numbers provided by Freeda, sourced from Tubularlabs

According to CrowdTangle data, Freeda’s 11.11 million Instagram interactions in May and June is more than any other female-centric publisher. As a result, they’ve branded content campaigns with top fashion brands, and are achieving viewing and engagement numbers that often surpasses their editorial content. They’ve built long term partnerships with brands like Gucci and Nike, and others have taken notice of their ability to connect with a large and highly engaged community on Facebook and Instagram.

“I really believe in branded content on Facebook and Instagram because they offer the best marketing tools and we know how to work with brands and tell these stories. With branded content on Facebook and Instagram, we can build a sustainable business model. ” – Andrea Scotti Calderini – Co Founder, Freeda Media

Resources to Get Started with Branded Content on Facebook and Instagram:
Request Access to the Branded Content Tool
Visit Our Branded Content for Publishers Help Center
Learn How To Add a Branded Content Tag

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