All cheese, all the time: Business Insider's 'slightly niche' approach to Facebook

Insider, Business Insider’s lifestyle site, has spun off a dozen Facebook pages, including home, art, dessert, beauty — and even cheese. “People will follow this page because they love cheese,” Insider editor in chief Nicholas Carlson said. “And they know exactly what they’re going to get from it.” Having multiple accounts is another way publishers have adapted their content strategies to give Facebook what it wants — but the ad revenue has been slow to follow.