The people
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Working at Diply
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On the TechTO stage
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About
Diply launched in November 2013 out of London, Ontario as a social-first publisher: content curated and packaged for the way people share on Facebook, distributed through social feeds rather than a homepage. It grew fast enough to be described as the fastest-growing website in internet history at the time, ranked among the top 100 sites worldwide and top 20 in Canada, and averaged more than 20 million page views a day by 2017. Its parent company is GoViral, based across London, Toronto and New York. Gabe Dunlop, who led content, gave the MarketingTO talk in February 2019 with two arguments: curation is creation, and packaging wins. He showed two versions of the same story — a zoo naming a cockroach after your ex — where one drew 1.1 million social engagements and the other 185,000 from an account with 6 million followers, and said the difference was entirely how it was packaged. He put Diply's social following at around 78 million and its output at roughly a thousand new creative pieces.
Backers
GoViral, Diply's parent company, has appeared in BDC Capital's venture portfolio. No round sizes were confirmed here.
Quick answers
What is Diply?
A social-first content publisher: curated and packaged stories, images and video distributed mainly through social feeds rather than a destination homepage. Its parent company is GoViral.
Where is Diply based?
It started in London, Ontario in 2013; GoViral has operated across London, Toronto and New York.
What was Diply's argument about content?
Gabe Dunlop told MarketingTO in February 2019 that curation is creation and packaging decides reach — the same story packaged two ways drew 1.1 million engagements versus 185,000.