Polymarket pushes social video growth strategy, WSJ podcast reports
Polymarket is investing heavily in social video content to drive user growth, according to an episode of the Wall Street Journal's Tech News Briefing podcast. The podcast, which aired Thursday, June 25, examines the CFTC-registered prediction market's strategy of flooding social media with videos showcasing its platform. The WSJ podcast did not disclose specific spending figures, engagement metrics, or executive commentary in its available description. The episode comes shortly after a separate WSJ investigation found Polymarket had paid creators $1.9 million in fake bets as part of a secret influencer campaign.
Polymarket must now execute organic content plays that the CFTC and investors can scrutinize transparently, after the WSJ exposed its covert fake-bet influencer scheme. Any whiff of undisclosed promotion in this social video push risks compounding regulatory scrutiny.
The podcast push follows Polymarket's Media deal for a weekly show this month, part of a broader owned-media strategy to build direct audience relationships without relying on paid celebrity campaigns or social platform algorithms.