People Inc. acquires Feedfeed, a food publisher and creator network with 7 million social media followers and approximately 1,000 influencer partners. This marks the first acquisition since Dotdash Meredith rebranded to People Inc. in July.

The acquisition deepens People Inc.’s existing food publishing portfolio while providing access to Feedfeed’s creator partnership model. Unlike previous acquisitions where Dotdash would integrate publishers into its monetization engine, People Inc. plans to leverage Feedfeed’s influencer network strategy across other categories, including beauty, style, travel, home, and entertainment.

“We’re buying Feedfeed in part because we have a lot to learn from them,” Neil Vogel, People Inc. CEO, told Axios.

Feedfeed will retain its branding, and all employees – nearly a dozen – will join People Inc., integrating under the company’s food and drink vertical led by Eric Handelsman, Group Manager and Senior Vice President.

Handelsman oversees People Inc.’s food and drink publishers, including Allrecipes, Food & Wine, and Serious Eats.

“We are the largest publisher of food content online, and Feedfeed instantly strengthens our reach and influencer marketing capabilities, providing a proven playbook to enhance social and influencer offerings across People Inc.,” Handelsman said in a statement.

Creator Networks Drive Digital Content Growth

The acquisition comes as creator-driven content dominates digital food publishing. According to recent Pixability research, food and beverage content generated 457 billion YouTube views in Q1 2025 alone, with 32% year-over-year growth. The category now ranks as the fourth-largest on YouTube, with 5.9 trillion all-time views.

The research reveals that 99% of the top 4,000 food and beverage channels are creator-driven, with only 1% from brands and publishers, highlighting the strategic value of Feedfeed’s influencer network.

Business Model

Over the past three years, People Inc. has diversified revenue streams beyond print and traditional search advertising to focus more on social media advertising, partnerships, email marketing, and live events.

With this strategy, the company’s profits nearly doubled between Q2 2022 and Q2 2025. People Inc. now accounts for more than 70% of its parent company, IAC’s, revenue, according to Axios.

Financial terms of the Feedfeed acquisition were not disclosed.