Folks Inc. Acquires Meals Writer Feedfeed To Enhance Creator Technique

Folks Inc. acquires Feedfeed, a meals writer and creator community with 7 million social media followers and roughly 1,000 influencer companions. This marks the primary acquisition since Dotdash Meredith rebranded to Folks Inc. in July.

The acquisition deepens Folks Inc.’s current meals publishing portfolio whereas offering entry to Feedfeed’s creator partnership mannequin. Not like earlier acquisitions the place Dotdash would combine publishers into its monetization engine, Folks Inc. plans to leverage Feedfeed’s influencer community technique throughout different classes, together with magnificence, type, journey, house, and leisure.

“We’re shopping for Feedfeed partly as a result of we have now rather a lot to study from them,” Neil Vogel, Folks Inc. CEO, instructed Axios.

Feedfeed will retain its branding, and all workers – practically a dozen – will be part of Folks Inc., integrating below the corporate’s food and drinks vertical led by Eric Handelsman, Group Supervisor and Senior Vice President.

Handelsman oversees Folks Inc.’s food and drinks publishers, together with Allrecipes, Meals & Wine, and Severe Eats.

“We’re the most important writer of meals content material on-line, and Feedfeed immediately strengthens our attain and influencer advertising and marketing capabilities, offering a confirmed playbook to reinforce social and influencer choices throughout Folks Inc.,” Handelsman mentioned in an announcement.

Creator Networks Drive Digital Content material Development

The acquisition comes as creator-driven content material dominates digital meals publishing. In keeping with latest Pixability analysis, meals and beverage content material generated 457 billion YouTube views in Q1 2025 alone, with 32% year-over-year progress. The class now ranks because the fourth-largest on YouTube, with 5.9 trillion all-time views.

The analysis reveals that 99% of the highest 4,000 meals and beverage channels are creator-driven, with just one% from manufacturers and publishers, highlighting the strategic worth of Feedfeed’s influencer community.

Enterprise Mannequin

Over the previous three years, Folks Inc. has diversified income streams past print and conventional search promoting to focus extra on social media promoting, partnerships, e mail advertising and marketing, and dwell occasions.

With this technique, the corporate’s income practically doubled between Q2 2022 and Q2 2025. Folks Inc. now accounts for greater than 70% of its mum or dad firm, IAC’s, income, based on Axios.

Monetary phrases of the Feedfeed acquisition weren’t disclosed.