Doing Things began as a simple Instagram meme page but has evolved into a social-first entertainment powerhouse with 95 million followers across platforms. CEO Reid Hailey shared how the company transformed viral content into a sustainable IP factory, focusing on creating original characters, formats, and franchises native to social media ecosystems. Rather than relying solely on repurposed humor, Doing Things now develops proprietary IP designed for shareability and long-term audience engagement.

Hailey emphasized that the shift from meme curation to IP creation was driven by the need for creative ownership and monetization stability. By building characters and storylines that resonate with Gen Z and millennial audiences, the company reduces dependence on algorithmic shifts and third-party trends. This approach allows Doing Things to license its IP across merchandise, animation, and digital experiences while maintaining full creative control.

The creator-business model at Doing Things prioritizes community feedback in early development, using comments, polls, and engagement data to refine concepts before full production. This social-first validation process ensures that new IP aligns with audience tastes while minimizing creative risk. Hailey noted that this iterative method has become central to their content pipeline, blending entertainment with real-time audience co-creation.

For creators aiming to scale beyond viral moments, Doing Things’ journey offers a blueprint: start with authentic community engagement, evolve into original IP rooted in platform-native storytelling, and build systems that turn attention into lasting intellectual property. The company’s growth underscores the potential of social media not just as a distribution channel, but as a launchpad for enduring entertainment brands.