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Doing Things wants to turn its bevy of Instagram brands into a “broader development engine” for social shows

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Doing Things wants to turn its bevy of Instagram brands into a “broader development engine” for social shows

Doing Things, the studio behind a bouquet of entertainment/comedy accounts like Recess Therapy, Bob Does Sports, Shitheadsteve, and Middle Class Fancy, says it wants to turn the reach of these individual brands into a “broader development engine.”

So, over the past year, it’s more than doubled its slate of original creator-led programming–and now two new shows and a new sports/college vertical are joining the roster.

“Doing Things has always been built around understanding what people actually want to watch, share and talk about, and then finding the right format to bring those ideas to life,” Reid Hailey, Doing Things’ co-founder and CEO, said in a statement. “We can test ideas quickly, then invest behind the formats and talent audiences keep coming back for. Our goal isnʼt another viral video. Itʼs entertainment people canʼt get enough of.”

Just how much reach is Doing Things hoping to pump into that “development engine”?

The studio tells Tubefilter that collectively, its brands/accounts have 95 million followers and bring over a billion views per month from more than 500 million individual people. Original Doing Things content posts average 1M+ shares per day across platforms.

Doing Things is also expanding its city life eavesdropping brand Overheard (acquired in 2023) into sports and college life social verticals that’ll drop next year.

“Overheard Sports will apply the brand’s signature observational lens to the people, relationships and culture surrounding sports fandom, grounded in the stories that come up at happy hour with friends, coffee with coworkers, and heated debates with rival fans,” per a press release, while “Overheard University brings that same signature observational lens to campuses, where student correspondents will capture the conversations and humor that define the college experience, giving the audience an unfiltered, behind-the-scenes look at campus life.”


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