Optimising monetisation through social media platforms : a case study on MaltaDaily

Abstract

This study investigates the monetisation strategies employed by social media platforms, using MD as a case study. MD has rapidly become a leading digital media outlet in Malta, adapting traditional media approaches to a social media-first environment. Adopting a qualitative methodology, nine semi-structured interviews were conducted with internal stakeholders, clients, and external experts. Thematic analysis revealed six key themes: authenticity and trust, monetisation models, social media-first content strategy, engagement and performance metrics, challenges in a small, saturated market, and innovation and future growth opportunities. Findings show that MD relies heavily on direct advertising but is actively diversifying its revenue streams through events, subscription models, and service-based income. Authenticity, relatable content, and ethical brand partnerships were identified as critical to sustaining engagement and trust. However, Malta’s limited geographic and demographic size presents distinct challenges, requiring continuous innovation and the adoption of data-driven strategies. The research concludes that diversified monetisation, investment in audience analytics, and technological innovation are essential for MD’s long-term sustainability. Additional to these findings, it provides practical recommendations and contributes to the growing academic discourse on social media entrepreneurship in niche markets, highlighting the unique dynamics of operating within smaller economies.