London, UK – Kit Chilvers and Iyrah Williams, co-founders of Pubity Group, spent years posting to Instagram before formalizing a business around what they had built. The volume was relentless, but the real asset they accumulated was an instinct for what makes people stop, feel something, and share. Pubity Group now operates more than 20 media brands that reach around 170 million followers and generate 15 billion monthly views across Instagram, TikTok, YouTube, and Facebook, according to the company. The London-based company has transitioned from a social publisher into a creative and distribution partner for brands including Meta, Fortnite, Netflix, Paramount, Disney, Gymshark, and Dunkin’.
“If you could build a strong enough audience and community, you’ll always be able to monetize it,” says Kit, who serves as the company’s CEO while Iyrah serves as Chief Growth Officer. The commercial model grew from a belief the two developed before they had a business plan: build an audience first, and monetization will follow. Both began posting soccer content to Instagram at 14, eventually building separate pages to millions of followers. At 16, they were recruited by LADbible, where they helped grow its Instagram account from 2 million to 7 million followers. They left to build independently and co-founded Pubity Group in 2020.
Pubity Group’s content capability rests on repetition. Kit and Iyrah were posting 20 to 30 times a day during the years they built their soccer pages. “We didn’t miss a day,” Kit says. “It teaches you so many fundamental skills that actually come when you build a business. You’re basically teaching your intuition: if this works, do more of it. If this doesn’t work, don’t do it.” That feedback loop, running continuously for roughly eight years, is what Kit argues separates Pubity’s editorial judgment from publishers that have not put in comparable time.
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Pubity’s editorial strategy challenges the assumption that negativity drives engagement, finding that positive content can perform just as well when packaged effectively. “If you frame the good stories in the right way and optimize for social media, positive stories do as well, if not better than the negative,” Kit says. “It’s all about the way that you package it.” The company’s brand partnerships business has also shifted from simple distribution to full 360 campaigns, with the Paramount campaign for “Scary Movie” illustrating the change. Looking ahead, Pubity Group is expanding into original content production and creator management, with the U.S. market now accounting for roughly 75% to 80% of client work.
